Six Rs for Electronic Marketing Success

Those who can effectively implement social media and e-marketing strategies recognize that understanding the tools and their use are just part of the formula for success. Realizing full benefit also requires diligent management attention. The following tips address key highlights for managing an agency shift toward social networking and e-marketing. Note that they’re not described as The Six Rs; others most certainly exist, as do some As, Bs and so on. Still, by addressing these, agencies and brokers can move their social networking and electronic marketing success along.

Retool: Agencies looking to drive increased sales and retention using social networking and other electronic marketing tools often set as a goal driving traffic to the agency Web site. There, they complete a form or make a call for a quote or more info. Does your agency Web site support quick access? Or do visitors need to search for contact info? Consider tweaking your site to make it easy for visitors to get quotes. Look at agency workflows, as well. Do internal processes lend themselves to speedy response? Do phone calls or emails for quote take precedence? (They should, if you want to reach Internet shoppers.) Can account reps get quotes from multiple carriers quickly? If not, consider how and whether using Real Time (getrealtime.org) quoting might move you forward.

Retrain: An updated way of marketing and managing leads will probably require some new employee approaches. As with any change, it’s important to let staff know the agency’s direction—and why the shift is taking place. Make sure employees support the focus and are prepared to respond. Internal training may be sufficient, but consider outside sales and marketing training resources.  If you believe the new direction represents a sizeable enough shift in agency thinking, perhaps change management training, such as is available through ACORD’s POWER of Change (www.acord.org/resources/poc) curriculum, is in order. Regardless of how it’s done, management is responsible for ensuring staff buy-in and enthusiasm.

Recruit: Deployment of an electronic marketing strategy and use of social networking tools need not be a solo endeavor. By dividing the work, managers can get more done. Expertise exists throughout the office; enlist a variety of staff members to write blog content. Find someone—inside the agency or outside—to clean it up, if you wish. Chances are someone within the office is a Facebook or Twitter whiz. Harness that expertise and interest for the benefit of the agency. Encourage employees to share your agency posts, blogs and Tweets with their own circle of friends and ask them to ask friends to “like” your agency Facebook page! Also, encourage employees to write reviews of client businesses they like on online directories that elicit such reviews. This creates stronger customer bonds and contributes to client success—something every agency owner wants.

Respond: Management needs to be ready to meet Internet shoppers’ needs. For the most part, they expect speedy response, whether they’re shopping at 9 a.m. or nine at night. Granted, calling a prospect when most of us are asleep is probably wrong for a number of reasons. However, shooting back an acknowledgement—a real email, not just an auto-response—shows shoppers you think and operate how they do. In the response, tell when you’ll call them directly, and consider stressing the value of dealing with a local agent that represents a number of companies. Then, call when you say you will or have someone on staff do it. Make sure employees understand the need for speed, whether they’re on the receiving end of a phone call or an email query. Keep your management hat on and make sure prospects are getting the attention you promised.

Recognize: As managers, we know the value of recognizing and rewarding the behavior we want. Do you want to increase the number of policies per client? Then reward employees for getting email addresses you can use to send cross-selling messages. Do you want to drive more traffic to your Web site? Then recognize when employees share information with their friends that leads them to do so. Do you expect phone calls from prospects to take precedence? Do you want to increase conversion rates on leads? You get the drill. Recognition can take the form of something as simple as acknowledgment at staff meetings or departmental tracking charts to surprise distribution of gift cards when you see someone exhibit the behavior you want or formal incentive programs designed to boost (fill in the blank.)

Rethink: Finally, look at what you’re doing. Have the management processes you’ve put in place led to the changes you want? Track data, of course, but also engage employees. Ask how changes have affected workflows and processes. See what effect they’ve had on those you’ve asked to take part. Take that feedback and assess next steps. If something is not working, tweak it. Ask employees for suggestions on what to do. If changes are making a difference, let people know. Then consider how your agency might leverage those changes for even greater success.

By learning about the tools and, as important, by devoting attention to management issues and electronic marketing activities, principals will position their agencies for yet another “R”—Reward.

Agents Should Remember to Sell the Sizzle!

An article I read in Daniel Burrus’s recent TechoTrends newsletter (http://www.burrus.com/eTFN/2010/eTFNa4-10.pdf) made me think about the concept of product/service de-commoditization as it may relate to the typical insurance agency.  An age-old sales phrase came to mind:  “Sell the sizzle not the steak“.

This quote, from an unknown source, points to the understanding of human nature that successful salespeople develop.  Steak is steak.  But, how you package that steak is what makes it sell.  It’s the sizzle.  The sizzle, where the steak metaphor is concerned, may include the atmosphere of the restaurant, the statements regarding aging of the beef, or the other accouterment associated with the dining experience.  What constitutes “sizzle” in a typical insurance agency experience?

Sometimes we get too busy to “sell the sizzle” with our agency clients on a daily basis.

For example, our staff members efficiently provide price quotes, but do they make a conscious effort to take a few moments to state that “included in this premium quote are discounts in the amount of   %  for [fill in the blank]”?   During marketing sessions I facilitate, I often reference some of the direct writer commercials I see on television.  For example, one particular company’s ad touts the auto-home discount like it’s something totally new to the industry.  They’re selling the sizzle, which causes others viewing the ad to wonder “do I have that discount on my insurance policy?”

We need to learn to sell the sizzle, at some level, during every “conversation” our agency has with our clients.  Take the few extra moments to remind them of “what’s included” when they do business with “us” – the independent agency; “us” – the [your agency name here] Insurance Agency.  These conversations may take place on the phone, via email, as the result of the client visiting our website, or via social media.

Talk about this concept at your next agency / department staff meeting.  What sort of services does your agency provide that clients should routinely be reminded of?   What are the policy features that your agency has available that translate into benefits to your clients?  How can your agency routinely “sell the sizzle” during client conversations?

Social Media: Better to be lucky than good?

We’ve all heard it.  “Sometimes, it’s better to be lucky than good.”  I have to admit that today I got lucky!

My luck made me think about what might happen if what I fell into was cultivated into an actual strategy.  My hope is that my happenstance might provide some answers to insurance agents who wonder whether engaging in the social networking scene is right for them.

Here’s what happened. Earlier this week, I authored the AIMS Society’s bi-weekly ”Quik Sales Tip” e-newsletter.  The featured “tip” was all about the National Flood Insurance Program and the marketing tools they’ve made available to agents via the Agents.FloodSmart.gov program.  (Check it out if you haven’t already!)  I also encouraged AIMS Society members / readers to “follow” flood insurance expert, Rita Hollada, on Twitter for timely flood information.  (Rita’s handle is divaofdisaster if you’d like to follow her.)

We’ve all heard about the devastating floods that occurred in Tennessee this week.  My heart goes out to all who are dealing with all of the loss.  Sadly, many property owners there do not have flood insurance.  Due to the minimal number of flood insurance policyholders in the area, Rita Hollada was asked to appear on FOXBusiness.com LIVE during today’s 12 – 1 p.m. broadcast.  Her topic?  The fact that the risk of flood exists most anywhere and every property owner should consider flood insurance; what remedies there may be for the uninsured; and NFIP basics.

Rita tweeted this interview information out to her Twitter followers. Because I’m a follower of divaofdisaster, and keep a program called TweetDeck open when I’m in my office, I immediately saw Rita’s tweet and retweeted it to my followers.  Several of my followers retweeted to their followers.  Get the drift?  All of this in the span of about an hour.  Then, tweets of some key points went out during the interview with links to resources.  Next, I’ll see about getting a copy of the video so we can tweet / post that, too.

It was fortuitous for me in that the AIMS Society editorial calendar had a FloodSmart.gov topic scheduled for this week.  Mother nature then did her thing, which led the rest to play out.  But, can you see how this scenario could work as a marketing strategy?   For example, you could tell the story of a claim that was quickly reported and successfully settled.  Or, you could retweet the tweet of a new client and their business news.  Ideas and opportunities are as limited as your imagination.

The first step, however, is to “get in the game”. Create your Twitter account.  Select a handle that means something to people you would want to have following you or your agency.  Start following other individuals or businesses that might be of interest to you.  I, personally, follow Royal Caribbean, several vineyards, my grocery store as well as other speakers / trainers / consultants who share interesting ideas.  You can “follow” without having to engage much at all.  Watch awhile.  See how it’s done, then try a few informational / helpful idea “tweets” of your own.  You never know.  You might get lucky!

Follow Kitty on Twitter

The Agents Council for Technology (ACT) is a great resource for more on Social Media for Insurance Agents.

“More than Tech” Tips for Insurance Agents

Agency-technology guru Steve Anderson last year began publishing a weekly email newsletter in which he uncovers, as he says, it, “cool new tools, websites, gizmos and gadgets that can make an agent’s life easier, more productive and more competitive.” While Steve is known for his technology focus, he’s equally qualified to provide marketing advice. The new newsletter, Steve Anderson’s TechTips, combines both.

For instance, a tip he shared recently discussed setting up an agency blog. The email provided a brief overview of some of the top blog publishing tools and explained how to get started. A tip in January reviewed a new Outlook plug-in that makes the process of capturing and maintaining contact information within Outlook “ridiculously easy,” as he describes it. In October, he touched on search engine optimization and explained that agencies can improve their search result placement using Google’s Local Business Center.

If you haven’t signed up to receive the tips, do so. But leave your credit card in your wallet. The newsletter is free! Steve explains why: “This is my way of supporting insurance agents in these trying economic times — not to mention that I really do love finding the latest gizmos and gadgets that can increase productivity — just ask my wife!” To start receiving the newsletter, fill out the form below “steve’s • tech • tips” on the right side of his Web site.

To get more of Steve’s expert insight, consider attending this year’s AIMS Society PRO-to-PRO Executive Retreat in New Orleans, March 4-6. He’s speaking Friday afternoon about how agents and brokers can create sales with technology, and will present the ins and outs of using social networking for agency marketing. It’s not too late to join us! However, if you can’t make it, we’ll be Tweeting great ideas marketing and sales ideas from the PROs. Sign up to follow AIMS_Society on Twitter to receive this tips “live”.

Personal Lines Growth Alliance Launched

You may have noticed the announcement of a new organization—the Personal Lines Growth Alliance, which carries the tagline, “Independent Agents for a Profitable Future.” This new organization has been formed to help independent agency owners to take a fresh look at opportunities presented by personal lines of insurance. As executive director of the AIMS Society, I’m proud to have one of our own—a fellow CPIA—chairing the organization and other CPIAs and AIMS Society leaders on the alliance’s board of directors.

As you might already know, the personal lines P&C sector generates some $230 billion in premiums each year. National and regional independent agent carriers only account for about one-third of those personal lines premiums. The alliance wants to equip independent agents and brokers to go after more of this business and to reach customers in our communities that are finding insurance elsewhere right now.

AIMS Society is a founding partner of the alliance—and for good reason. Not only can our members benefit from increased attention to personal lines production, but others in the industry can gain tremendous insight from the expertise and experience our society members possess. And we’re making that happen. The CPIA seminars – Insurance Success Seminars—Position for Success (CPIA 1), Implement for Success (CPIA 2) and Sustain Success (CPIA 3)—are educational programs the alliance is making available.

Keep an eye out for more information on the Personal Lines Growth Alliance and its progress. Better yet, join the organization. Membership is free for independent agents! And plan to join us at the AIMS Society PRO-to-PRO Executive Retreat in March, where we’ll provide a status update on the alliance, along with an agenda full of practical sales and marketing ideas to help your independent agency grow.

Small Changes Lead to Big Results

In May, I attended an industry meeting where the concept of the “21 day challenge” for embracing change was discussed. We all agreed that it takes 21 days of consistent action to create a new habit. This has been proven time-and-time again – diet, excercise, and smoking cessation programs are some perfect examples. Consider embracing the same concept to resolve business issues.

I’ve been working with a client who’s been intrigued by the insurance policy cancellations that their office has been experiencing. Historically, they would watch cancellations on a monthly basis and complain. We created an action plan to more closely investigate the situation.

Retraining the Download Processor, tracking reason codes via a weekly report and providing additional training to customer service agents on conversational servicing techniques are the three small changes that have made a big difference for this agency.

Mary Kay Ash used to say, “you can eat an elephant one bite at a time”. Sometimes, we get so completely overwhelmed by the big project that we don’t even begin. I encourage you to break things down into bite-sized, manageable steps and take action. Realize that every worthwhile “change” takes time. And, don’t give up or give in too soon!

Give it at least 21 days!!

The Devil Is In The Details

Yesterday I had an interesting discussion with a client of mine. We’ve been working for some time to implement various efficiencies to ultimately enhance agency profitability. These initiatives include a variety of new marketing approaches, expansion of production staff, streamlining of workflows along with the necessary re-training and auditing of the service staff. Anyway, yesterday’s conversation reaffirmed for me the saying – “the devil is in the details.” And, since my responsibility IS the details, I’m now the devil to this client!

Lots of “details” have to come together to make most anything work properly. In addition, all of the players need to understand the significance of those details. I’m an advocate for assigning responsibilities, setting SMART* goals, regularly reviewing the appropriate benchmarks and building a forum for effectively communicating the results and/or shortcomings to all of the stakeholders. Basic business, right? Nope, devilish details.

The situation I encountered yesterday started out innocently enough. “Could you add the XYZ company’s information to the agency intranet?” was the request. My response was “Is this a new direct appointment or a brokerage arrangement?” The answer – “a direct appointment”. From there, the conversation escalated into a heated discussion about “the details”.

To set the agents in the office up for success with this new carrier – with proper access, effective workflows including and understanding of Real Time and Download capabilities, proper agency management system setup, etc. I needed the details! Apparently, during the appointment process, these items were not deemed important enough to discuss. This seemed to fly in the face of all we’d been working for years to accomplish.

The lesson: “Whatever one does should be done thoroughly; details are important.” This statement appears in the description of the saying – the devil is in the details - and it pretty much sums it up.

Be sure to include the “devils” who can sort through the details. This simple act of communication and collaboration can eliminate furture errors, omissions, bottlenecks, confusion and frustration for all involved.

*SMART = Specific, Measureable, Attainable, Realistic, Time-bound