If you're looking to grow your agency and protect your book by tapping into the increasing number of people using the Internet to find an insurance provider, you must have a complete strategy. Just having a website is not going to be enough.
1. The Right Vision
It all begins with your vision. If your desire is to expand and grow your Internet presence, this vision needs to be clearly communicated to everyone in the agency. Your team needs to be on board, and goals must be clearly communicated. I've sat in many business consulting sessions where the key team members were not on the same page. If you don't have a clear vision of where you want your company to go, chances are you won't get there. You must take the time to articulate this vision to your entire company.
2. The Right (Wrong) Website
Another key element to a winning Internet marketing strategy is your website. A website alone will never generate results - only a Virtual Insurance Office can successfully drive results.
Your VIO should become a marketing center for your business, and should convert visitors into sales opportunities. Your VIO must to have the following elements to be effective:
- Simple and easy to use
- Content the consumer wants
- High-impact multimedia that motivates visitors to act
- Specific calls to action
3. The Right Marketing
If you don't have a strategy to drive traffic to your website, there's no reason to have one. You need to generate more traffic using search engine optimization and automated email marketing campaigns.
4. The Right People and Processes
To generate real results: the right vision, VIO, and search marketing must be supported by the right people and process for managing leads, taking applications, and closing more policies. Make it easier to bring new people up to speed by documenting your process for handling leads, and map out every step for turning leads into more policies.
5. The Right Metrics
The final key to success is to track everything. You must monitor the number of leads by source, response rate and time, number of applications, application percentage, closing percentage, and cost per lead. This information helps you determine what's working, what's not, and when it's time to make an adjustment. One of the best parts about the Internet is that everything is measurable.
Fortunately, Astonish Results has developed a complete Digital Marketing System that has combined the right technology, training, and tools to FIND, SELL, and KEEP more customers profitably.
Watch for our upcoming VIDEO SERIES, Serving the Modern Consumer, and schedule a free Virtual Presentation today!
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