Insurance Agency Web Marketing for Lead Generation In A Soft Market

When considering the current economic climate and soft insurance market, every agency and agent wants to generate the optimum number of qualified leads with the lowest possible marketing investment. There is always a tradeoff between insurance agency lead flow today versus long range marketing plans, branding and agency awareness campaigns for the future. Let’s review some of the web marketing options available and discuss the length of time necessary to generate leads for insurance agents, or at a minimum, how long it would take to complete the task. These are in a suggested order for a typical insurance agency web marketing initiative.

Insurance Agency Website:

This is the first and foremost task for every agent and agency. Today your website is your Main Street fa├žade, the front store window which every prospect and client will view. Regardless of lead flow, it is of paramount importance that your website is up to date and professional. After all, would you want to enter a store with peeling paint, a cracked front window, a faded sign and a general look of neglect? It only takes 30 days to revitalize a website, top to bottom and a compelling website will start to pay dividends immediately.

Insurance Agency Search Engine Optimization (SEO)

Now that your insurance agency website is current and compelling, we need to focus on SEO. Arguably, much of the on page optimization was already accomplished if your website was redesigned, although many agencies have found that web designers may not be conversant with SEO. Regardless, it’s time to ensure your insurance agency SEO is at an optimum level. This encompasses both on page and off page optimization initiatives and both are extremely important to your success. Insurance agency SEO projects can put your agency on Google page one in as little as 30 to 60 days, resulting in a dramatic improvement for web traffic and an increase in lead generation.

Blogging

Blogging is a great way to increase website traffic, showcase agency expertise and improve insurance agency SEO. It’s fast, easy and arguably fun to do. Blog entries can be short; even two or three relevant sentences will often suffice. Blogging can also be outsourced to an insurance marketing agency or a proficient copywriter. Blog topics can often become articles, published in online magazines or article directories. Blogs can be integrated into social media marketing programs, and lead generation can be tracked through website analytics programs (including Google Analytics which is a free solution). If done correctly and consistently, blogs can increase lead flow in as little as 60 days.

Electronic Publishing

Electronic publishing or epublishing offers insurance agencies another way to generate website traffic, inbound inquiries and establish a positive internet presence. These days, electronic publishing can be more beneficial to drive in profile prospects to an insurance agency website than social media marketing or bulk web lead purchases. Articles should be educationally oriented focusing on your area of expertise. For example, perhaps your agency is proficient in compliance, workers compensation or marine insurance. Articles on these topics showcase your expertise and will help drive traffic to your website. Electronic publishing can drive leads within 30 days. Articles are typically published within a week of submission.

Social Media Marketing (Facebook, LinkedIn, Twitter, YouTube, Flickr)

Social media marketing is interesting, fun and empowering. Every agency and agent should have a presence in the major social networks, and should join relevant prospect groups on LinkedIn. Integration between social media (linking your blog to Facebook, Twitter and LinkedIn for example), improves speed and efficacy of your content. Video offers advantages for marketing through YouTube and other social networks, and of course, makes your agency website more interesting and “stickier”. It takes time to germinate leads from social media marketing. Assume at least three or four months of effort before you see a return. However, when combining and integrating social media marketing with some of the other lead generation tools mentioned here, your return can be much faster.

Insurance Agency eMarketing

Agencies who try to use email blasts to blast out offers for cheap insurance will be sadly disappointed in the results. However, agencies who leverage eMarketing to distribute quality newsletters, white papers or educational webinar series can find this a highly effective lead generation tool, one which can dramatically help lead gen in a soft market. Campaigns can yield results very quickly, though it takes time to map out a successful eMarketing and seminar strategy, and an agency should plan on a 90 day cycle.

Insurance Agency Web Seminars

Web seminars, when combined with a professional eMarketing initiative, can be one of the most effective, long term lead generation tools available to agencies, in a soft or hard insurance market. Web seminar series build tremendous credibility, internet presence and agency awareness, and when done correctly, can virtually eliminate cold calling while adding qualified leads to the agency pipeline. It takes some time to create a successful webinar series, often up to six months to build awareness and loyalty. That said, once an agency establishes credibility, their webinar series will continue to draw impressive numbers of prospects. Agencies should assume three to six months to build an effective web seminar program.

Pay Per Click (Google PPC Campaigns)

Pay Per Click (PPC) advertising can be an effective way for insurance agencies to increase website traffic and generate leads. Organic SEO is superior in that there are no ongoing click based fees. However, for specific agency marketing niches, including commercial insurance, benefits insurance and personal lines. Pay Per Click marketing campaigns can offer a beneficial boost to insurance agency lead generation. Other variations on this include Pay Per Inclusion and Pay Per Impression. An important note, these campaigns need to be monitored and measured closely, as some keyword clicks can cost $5 to $15 every time someone clicks on the advertisement.

Web Lead Bulk Purchases

There are many companies which drive insurance consumer traffic to their respective websites and then parse and bundle leads, ultimately selling these to agents in their respective target areas. For example, some of these companies drive life insurance prospects to their websites, collect information, then sell these prospects to insurance agents and agencies on a per lead or lead bundle price. This can be beneficial to drive activity into and insurance agency pipeline, however, these leads are often sold to multiple agents and brokers, resulting in a pool of agents competing for the same prospect, armed with the same information. These bulk lead purchases can drive activity into a pipeline within 30 days, though the downside is that the leads are a free for all, and your agency will be one of many calling on the same leads.

These web centric activities can help drive leads to an agency, even in a challenging soft market as we have today. Your agency should focus on areas in which you have expertise. For example, perhaps one of your agents or support specialists likes to write, you could have them work on blogging and electronic publishing. Or, you may have a principal who would like to create a prominent social networking presence. However, if you lack the internal expertise or bandwidth, you can outsource all or part of these activities to a competent insurance marketing agency.

SEO Web Design

What do you mean by SEO Web Design asked a new client of mine?

I had just been reviewing her site and noticed that the company who had previously designed it and it has to said, had created a visually eye-catching website, had however made some basic errors in their haste to please her.

To start from the beginning she had contacted me after she had come across one of my articles. It’s funny how life works though because, that in itself would not have prompted her to get in touch, but a friend of hers who I had been doing some SEO work for had got in touch with her after about 6 years.

And of course they got to discussing life and work etc; and to cut a long story short her friend recommended that she get in touch with me.

Now her frustration was that she should have had every ingredient for success. Her site was in a relatively niche market, competition wasn’t that high and yet after paying out a sizeable chunk of money on getting her website professionally designed, her site was nowhere to be found on Google.

So what could possibly be going wrong?

A Brief Background

There is an old saying in Internet Marketing that good designers make bad SEO experts. Why? You may well ask.

The truth is that in my experience of the last 10 years in online marketing, most of the designers that I have worked with and come across have sharpened their design skills on HTML, XHTML, Javascript and CSS.

A lot of them have been in the forefront of the web design industry leading the way in site design and architecture but therein lies the root problem of the story.

The online marketing industry moves at a frenetic pace. What was once a ‘de facto’ standard is now old hat and consigned to ‘wheely’ bin of Internet marketing.

Faced with the constant flux of new ideas and innovations, a good designer already inundated with back orders has little choice but to concentrate on pleasing the clients’ esoteric eye.

He/she may have picked up a few SEO tidbits along the way either in meeting rooms or from beleaguered colleagues rushing from one project to the next but very seldom do you come across a good designer who knows and understands the impact of SEO upon web design.

This is not meant to be a criticism nor is meant to decry the genuine efforts of the design community at large but merely to point out that it is quite difficult to serve two very demanding masters at the same time.

There are sadly many who miss the point altogether, tearing their proverbial hair out when faced with their client’s low keyword ranking despair and frustration.

The backdrop to this that millions of ‘would-be’ entrepreneurs join the Internet juggernaut on a daily basis in search of financial freedom. These aspiring businessmen and women are usually at their most vulnerable when first starting out.

Excited and eager to get started, they overlook the basic principles of marketing and are often taken in by smooth-talking salesmen flashing dollar signs in front their imaginative eyes.

“Get a website! You need a website! You must have a website! Put up a few pages and hey presto before you know it you will be the envy of all your friends and neighbours!” seems to be the common thread.

Getting back to my client, she looked at me fairly blankly when I said that SEO web design meant that the design of a website had more to do with following certain guidelines than how good it looked to her.

“But I thought that if a site was well designed that people would like it and buy from it” she exclaimed almost daring me to disagree with her.

Yes, I answered disarmingly and gently proceeded to point out that without visitors having a great looking website wouldn’t be doing her any favours at all.

SEO Web Design – The Basics

Which brings me neatly to the crux of this article i.e. SEO web design. So, let’s take a look at a simple layout in the first instance.

Say you have a header/logo at the top of the page followed by some descriptive text that says “Welcome to my web…., followed by some pictures and the left hand side contains a column with some navigation links in it etc, etc;

Now search engines like Google scan a web page from left to right beginning at the very top. And as in our example above since most websites have a left hand column containing navigation links, Google will automatically view the content of the links column before it gets to the body of your page.

There are simple methods to counter this and force Google to read your main body content first and this why it is very important to get SEO Web Design at the very start of the design phase.

Then there’s another critical factor that determines the ranking of your web pages and that is targeting the wrong keyword. Get that wrong initially and you can almost kiss goodbye to getting decent rankings.

Now how many designers know just these basic facts?

My client had started to see the picture. In her eagerness to get her business going she had gone to the first person that she had come across.

The company had a good portfolio of sites and more importantly for her the cost was roughly near the budget that she was looking for and so without further thought she decided to go for it.

2 years down the road and with just a handful of sales, she was very close to quitting.

Her dreams had given way to despair and far from being the envy of her friends and neighbors, she had even reached the point of not looking at nor caring about her site anymore.

The question is, was she too late to do anything about it?

Great Web Marketing Solutions for Small Business

This article sets out several Web marketing solutions – presenting the pros and cons of various complementary Web marketing activities.

5 Complementary Web Marketing Activity Combinations

  1. Article and Video Marketing (my favorite)
  2. PPC and Facebook Ads (paid advertising)
  3. Affiliate Programs
  4. Social Media Campaigns
  5. Blogging, bookmarking, and organic SEO

I started with blogging and organic SEO. Once I started ranking very well, I added article marketing. Recently, I ventured into video marketing. If I were to do it again, I would have started article marketing earlier.

My core activities are complementary – they focus on publishing content. I leverage that content by publishing it in my business blog, in EzineArticles, and then creating videos from that content.

That said, I’ve also dabbled in PPC, Facebook Ads, and social media campaigns. I like publishing content the most; consequently I did this consistently and did it better.

I’ll briefly set out the pros and cons of each combination of Web marketing activities.

1. Article and Video Marketing

Pros

  • You can do it for free
  • If done well, builds credibility and can be very effective.
  • Can easily leverage the content.
  • Residual benefits – the published content works for your business indefinitely – as long as it remains published.
  • Relatively easily outsourced. You’ll need to be judicious who you hire. You tend to get what you pay for.
  • Huge leverage opportunity if other websites publish your articles and/or videos. Could go viral. This is the best-case scenario.
  • The backlinks can help your website’s organic SEO – especially if your content is syndicated.

Cons

  • It’s time consuming to create the content.
  • It takes a while to see results (especially compared to paid advertising).
  • May take a little while to get the right people doing it for you.
  • Scaling up takes a little while because you need to generate the content.

2. PPC and Facebook Ads

Pros

  • Immediate results. You may have to test and tweak some, but you can get website visitors very, very quickly.
  • Easily scalable. If you want more traffic, pay more money.
  • Target as many keywords as you like immediately.
  • Quickly measurable. Because results are immediate, you can test and tweak very quickly.
  • Costs are variable in that you pay when you get desired action (i.e. click thrus to your website).
  • Fairly easy to outsource – you’ll want to shop around. There are many ineffective and/or costly PPC and Facebook consultants.

Cons

  • Costs money. In fact, if your target keywords become more competitive, you costs can rise.
  • Likely lower conversion rate on your business website because visitors are not pre-sold (like they are with content publishing).
  • If you don’t do organic SEO, you miss out on traffic from the organic search engine listings.

3. Running an Affiliate Program

If you offer a product or service for which you can recruit affiliates to promote your business, then you could have a ready-made army of sales-people very quickly.

The key is having a very high converting sales funnel and offer excellent incentives to attract affiliate marketers.

Pros

  • You can build a massive Web presence very quickly if you attract a lot of affiliate marketers (or a few effective affiliate marketers).
  • Your costs are associated directly with sales or some form of action. In other words, the costs are attached to sales or some form of action that you pay commissions on.
  • High conversion rates if your affiliate marketers pre-sell your website visitors.
  • Improve organic SEO rankings with many incoming links from affiliate marketers (assuming some of them link to you via DoFollow links).
  • Residual benefits with the content your affiliates publish (assuming your affiliates don’t remove the published content).
  • Easy to hire an affiliate manager to run the operation.

Cons

  • Costs money. You share the revenues.
  • If you don’t recruit affiliates, you’ll have wasted time establishing an affiliate program.
  • Time investment in managing your affiliate program – working with affiliates, developing sales tools and resources, etc.
  • You’re dependent on the efforts of your affiliates. If they are not effective, you’ll not only lose them as affiliates, but you won’t make sales.
  • Legal issues may arise if your affiliates breach any regulations in promoting your products/services.

4. Social Media Campaigns

I’m referring to Facebook, Twitter, online profiles, forum participation, blog posting, and other community participation activities.

Pros

  • Build trust among your community. You can establish credibility and expert status with ongoing contribution. If you succeed developing expert status, this can be extremely effective. Your products/services will sell well – in fact, you’ll create demand for your business specifically.
  • It’s a social activity, which may appeal to you.
  • No or low cost. You can build Facebook pages, use Twitter, comment on blogs, and join forums for no cost.

Cons

  • Requires ongoing participation. Once you stop, your presence dwindles.
  • Difficult to outsource. It’s you the community wants to dialogue with.
  • Not effective for every type of market. If your customers don’t participate in social media, then this approach may not be as effective.

5. Blogging, Bookmarking, and Organic SEO

These three work well together. In fact, blogging results in organic SEO if you apply some simple on-site and off-site SEO techniques. When you write great content, it makes sense to get attention to it by bookmarking it with the prominent bookmarking services (Digg, Reddit, StumbleUpon, etc.).

Pros

  • Blogging has the same pros as article marketing. The activity is the same – only the platform differs.
  • Bookmarking is a very quick way to get attention to your business. Be sure you bookmark truly interesting content. Don’t bookmark sales pages.
  • Organic SEO is free and can bring you a lot of business.

Cons

  • Blogging has the same cons as article marketing.
  • Social bookmarking is time-consuming and may not result in conversion. If you attract visitors because of an interesting article, those visitors may not be interested in what you have to offer. It’s difficult for some types of businesses to use social bookmarking that results in sales.
  • Organic SEO takes a long time to get results. If you outsource it, it can be very expensive. However, if you rank well in the search engines, the potential sales is huge.
  • Also with organic SEO, you must continue working on it to stay ahead of your competitors.

When choosing Web marketing solutions, consider the following:

  • If you’ll be doing it yourself, do you like the activity? If you hate writing, then article marketing isn’t for you unless you’re prepared to hire writers.
  • Know your market. Will you find them or they you through your chosen Web marketing activities? For instance, if your market doesn’t use Twitter, then there’s little point in using Twitter.
  • Don’t do something just because you heard it’s effective. This results in jumping from one activity to another. Pick and stick.

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