An Insurance Agency Marketing Plan For the Web Centric Marketing Era

Insurance agencies, like any small business, need a concise and achievable marketing plan. Today, however, we should modify this statement to read; Insurance agencies require a concise, achievable web centric insurance agency marketing plan. I’d also add that this insurance agency marketing plan should target lead generation oriented activities, or at least, a large component of the plan and associated budget should focus on lead generation to ensure optimum effectiveness and return on investment for the agency producers.

What type of insurance agency marketing plan does your agency create each year? Is it a comprehensive and detailed plan that is 10 or 20 pages long or a more concise one to five pages? Is it part of an annual business plan or a five year strategic plan? Agencies approach business planning, budgeting and marketing from a wide variety of perspectives. For the purposes of this article, we’re going to drill down to a marketing specific plan, then further to a web centric agency lead generation plan.

There are many marketing related activities which fall under the insurance agency marketing plan umbrella. Some of these (listed alphabetically) include:

· Association Memberships (Chamber of Commerce, etc.)

· Blogging

· Brochures

· Client Testimonials

· Club Memberships (Golf, Tennis, Other)

· Direct Mail

· eBrochures

· eMarketing

· ePublishing

· Events (for both clients and prospects)

· Networking Organizations

· Newsletter

· On-site Seminars

· Pay Per Click (Google PPC Campaigns)

· PR and Client Testimonial Creation

· Promotional Items

· Search Engine Optimization (SEO)

· Social Media Marketing (Facebook, LinkedIn)

· Telemarketing

· Trade Shows

· Traditional Advertising (Magazines, Yellow Pages, Radio, TV)

· Web Seminars

· Website

· White Papers

That’s already a long list, and we’re just getting started. Smaller agencies can’t tackle all of the activities above, in fact, they should only focus on a few of these each year, and many would agree that they should focus on lead generation oriented activities which will help keep their pipelines full and active. Let’s review some of the better lead generation activities from the list above:

· Direct Mail

· eMarketing

· Pay Per Click (Google PPC Campaigns)

· Search Engine Optimization (SEO)

· Social Media Marketing (Facebook, LinkedIn)

· Telemarketing

· Traditional Advertising (Magazines, Yellow Pages, Radio, TV)

· Web Seminars

· Website

Granted, networking oriented activities can generate leads, though these should be pursued in the normal course of business in a manner most comfortable to the individual producer. Thus we are focusing on quantitatively oriented (easily repeatable and highly measurable) lead generation activities. This list is more manageable, but still needs to be culled to ensure proper focus on the respective lead generation activity. A decade ago, traditional advertising, telemarketing and direct mail might have been the preferred path for most agencies. Today, only one of those activities should remain on our list, and as you will see below, the remaining items are all web marketing centric.

· eMarketing/Web Seminars

· Pay Per Click (Google PPC Campaigns)

· Search Engine Optimization (SEO), Blogging, ePublising

· Social Media Marketing (Facebook, LinkedIn)

· Telemarketing (for smaller profile prospects)

· Website

Our insurance agency marketing list has now been culled to a manageable level. You may have noticed that eMarketing has been paired with web seminars. This is because many insurance agency marketing experts find a higher response rate to eMarketing initiatives when leveraging educationally oriented webinars as the primary call to action. SEO, search engine optimization for insurance agencies, results in the organic display of your agency website at the top of the search engine rankings (Google, Bing or Yahoo search engine results). You probably noticed that this is now bundled with blogging and ePublishing, since those elements are often necessary to achieve page one search engine results. Organic SEO is a gift that keeps on giving; it does not require fees every time a prospect clicks on your name. PPC, or Pay Per Click ads, appear at the top and side of the Google results, and require that your agency pays anywhere from $1 to $5 per click, depending upon the competitiveness of the search term, regardless if the prospect who clicks is qualified or not. My recommendations for a lead generation, web centric plan would typically include the following:

· eMarketing/Web Seminars

· Search Engine Optimization (SEO), Blogging, ePublising

· Social Media Marketing (Facebook, LinkedIn)

· Website

This is a manageable list for almost any agency, and a cost effective outsource if the agency lacks the internal expertise to accomplish these tasks. A professional up to date website is essential for any insurance agency. The website should be optimized for your specific keywords (benefits, workers comp, truck insurance, etc.). Your insurance agency SEO initiative may need to be regionalized or localized (workers compensation Massachusetts). Social media marketing, a presence on LinkedIn, Facebook, Twitter, etc. is fast and easy for most agencies. Blogging and ePublishing require more time, but are essential for most agencies. Fortunately agencies can often leverage their blog content and publish it in well known, online article directories. Lastly, a successful eMarketing and Web Seminar campaign can often yield the best results for insurance agencies. An ideal series might have 5,000 targeted emails combined with a monthly webinar. Be wary of email list brokers advertising inexpensive email lists. We’ve seen agency lists where the first and last names are merged into one field and many of the emails are [email protected] or [email protected] type emails, a definite problem when it comes to professional eMarketing. EMarketing is both an art and a science, agencies must ensure it is done properly, professionally and obey the CAN-SPAM act.

Web centric insurance agency marketing is now a critical foundation for any agency wishing to grow, your agency should be well on the way to implementing these initiatives. That said, don’t attempt to do too many activities at one time, you’re better off doing a few marketing activities really well than accomplishing a dozen in a haphazard manner.

Mark Hoverson’s Irresistible Info Marketing Blueprint

Irresistible Info Marketing Blueprint

Irresistible Info Marketing Blueprint is a product training content system that is something you cannot ignore if you plan on making lots of money whether in the network marketing business or not. This is a six module course which includes a bonus module and action guides.

Here’s a Summary of The Irresistible Info Marketing Blueprint

#1: Three training videos

1. How to avoid the 10 biggest mistakes. A caffeine product brings you instant cash and traffic; they fulfill the need of someone’s problem and it brands you as a leader.

2. Mark explains how to lay the perfect foundation and framework for your caffeine product and how to detail your offer.

3. One of Mark’s tech guys created a step-step video for brand new people as well as a video for the more experienced.

#2: How to create an team

1. Mark gives you a vaccination that will protect you from certain diseases that could will keep your business alive and protect you from the inevitable setbacks and see them as milestones.

2. You will learn how to use inter-team competition to build your team, and executive communication. This is a topic worth its weight in gold.

3. You are literally shown how to create a 7 figure income and above with time management and how to get assistance from within your team.

#3: Video Sales Letter with Email bonus

If you didn’t know it, with out emails you don’t have a business.

1. Mark explains the email strategies that will bring in the money. He will explain how to get your emails opened every time you send them.

2. You’ll learn how to use videos in your emails to sell and pre-sell your product and lots of other tricks to use.

#4: How to use webinars to sell

1. Mark teaches you how to host a webinar also how to use a webinar to make a sell, what to say and do each minute of your webinar.

2. Mark is going to give you the low down on what he’s learned from QVC and direct response and infomercials He’s going to show you how to apply what he’s learned and how to implement it into webinars. This will be a literal life changer for most people.

#5: Crop products

These are unlike the caffeine products which have a short shelf life, but it’s something that has a long-term asset potential for you. Mark is going to teach you the perceptions and the differences between a caffeine and a crop product.

6: Irresistible speaking secrets

Simply this; after learning this skill you’re going to have people running to the back of the room to purchase your product. These speaking secrets are not about giving a speech it’s about giving a selling speech.

#7: You will learn how to become a master at phone recruiting.

This module is mainly for network marketer. These are Mark’s 21 word for word recruiting secrets.

Irresistible Info Marketing Blueprint: Creative Burden?

Irresistible Info Marketing Blueprint is the new handbook for launching network marketers to their success.

In the information overload era we live in, every entrepreneur who seeks to take their business to the next level, to stand out in the crowd, to take their brand in a fabulous way to the marketplace, must understand one of the most critical obstacles that keeps them back; to wit: creative burden.

By reading this article you will discover a few things.

  1. What is outlined in the Irresistible Info Marketing Blueprint Module 2
  2. What is creative burden
  3. How is creative burden relative to procrastination of lack of success in today’s network marketer entrepreneur
  4. The solution for creative burden allowing anyone to create their line of info products.

In module 2 of Irresistible Info Marketing Blueprint, Mark Hoverson explains how to create Irresistible Teams, otherwise known as Executive Lifestyle Leverage. Hoverson knows a thing or two about this topic because he’s gone from the trailer and qualifying for food stamps to creating an 8 figure income in the span of 2 years. And he’s done it through creating info products and developing teams.

The Executive Lifestyle Leverage Hoverson talks about is, for example, when he takes his family to Hawaii for a week and rakes in $70K while he’s away, swimming with dolphins, exploring waterfalls, hiking and romping through pineapple plantations.

In looking at what’s covered extensively in Module 2 of the Irresistible Info Marketing Blueprint, these 4 topics are covered very strongly:

  1. Gain immediate insight into the “Entrepreneurial Epidemic” (Hint: this is the KILLER of 99% of entrepreneurs)
  2. What’s the difference between an “Executive JOB” vs an “Executive Lifestyle”?
  3. How to attract Top Joint Venture Partners E-A-S-Y and F-A-S-T
  4. Why you need the 3 “Magnifying Glasses” to ramp your business worldwide

Creative burden in terms of building a team refers to this. Let’s say you have a product you’ve created and you want to have affiliates to JV with you. (To JV means to joint venture which means you create it, someone else promotes it and you split the profits, or a variation of that). So you send a note to the individual(s) you want to promote your product without laying out ALL the information.

Here’s the thing. These people are busy. They have kids, and work, and ball games and church. They have a hundred things on their mind. So your friend (who happens to be a fabulous affiliate marketer, meaning, he/she loves promoting others’ products for kickbacks) gets your note and takes a peek at your product but then has a zillion questions.

  • How much?
  • What are the affiliate splits?
  • What’s the launch schedule?
  • What’s the fast action takers bonuses?
  • Is there a guarantee?
  • What are the main benefits of the product?
  • And on and on and on, right?

You are seeing creative burden in action. The affiliate doesn’t have time for this stuff; all the back and forth communication and all the questions that lead to more questions. You are placing creative burden on your JV partner to come up with questions and marketing ideas. He’s not going to be super excited to help you.

What if you sent him your product however, with all those questions already answered and in fact have a listed out your marketing ideas for him? He or she has to think of nothing.

You’ve removed all the creative burden! Now they’re super excited because you’ve paved the way for them to make a lot of cash without doing any work on the creative side.

Now, let’s move this creative burden to another arena… that being the network marketer who is struggling to build their business. They know all about Magnetic Sponsoring and attraction marketing and they are goofing around on the social networks but they are unable to recruit anyone into their business, or if they do, it’s minimal.

And so someone like Mark Hoverson says, “hey John, just create your own product, it will give you some instant cash in your pocket which you can offset your business costs and start funding your dreams and when people start devouring your product, they will see you as a leader and “boom!” join your business with you.”

Here’s what happens. Most network marketers will freeze up because the voice in their head is screaming these thoughts:

  • “I haven’t sponsored anyone yet.”
  • “I haven’t made any money.”
  • “I don’t have any value.”
  • “I don’t know what to do”.

If Mark were to make this statement to a network marketer and leave it at that, the entrepreneur would die in their tracks. Why? Because all the creative burden is left to the network marketer to be creative and discover what their value is to offer their tiny list. And when the burden is not lifted, people quit. That’s just reality.

So, what’s the solution to this creative burden? Mark goes into this at length in module 2 of the Irresistible Info Marketing Blueprint. He gives his students a step by step easy to follow blueprint that removes 100% of the creative burden and they see light bulbs going off. Now they see the possibilities. Now they “get it”.

Hoverson helps them switch their negative, non-serving belief systems into positive, action taking energy that delivers confidence and road maps for both newbies and experienced network marketers alike. Because this lack of product development runs across the board, it’s not just the newbies. Oftentimes even the experienced feel they have no value and can’t put 2 and 2 together to see a good game plan for product development.

Irresistible Info Marketing Blueprint solves this entire issue. It’s fun.

This brings us to the solution for the creative burden epidemic. What Mark offers and shares inside the Irresistible Info Marketing Blueprint is a clear, easy to understand, step by step blueprint for you to walk through.

You will discover your value.

You will discover why it’s valuable, regardless of what you thought prior.

You will discover why you now feel compelled to share and serve your list and why your list won’t pay attention to free stuff but they will to your paid stuff.

But that’s another topic all together which I will share about.