Forget about online insurance sales for the moment. Instead, ask, “How can I use the Internet to enhance my marketing efforts?” That’s a “big picture” question, but an important one to answer. In fact, if your Web site isn’t enhancing your marketing efforts, it may be questionable whether or not you should even have one.
Any agent who’s been around since the early 80s knows that “marketing” was one of the great promises of agency automation. Computers would somehow help agents do a better job at marketing.
Over the years, various automated marketing tools have come along. Most have been more or less billed as “contact management systems,” that essentially generate pre-written letters to customers and prospects at user-defined intervals or pre-selected customer life cycle events.
How well do these systems work? Like any other system, they only work as long as you work at it. Though automated once they’re set up, they require front-end thought and planning plus periodic updating. And like any marketing effort, you need to be persistent and consistent. That’s also true when using the Internet.
Enter the Internet & e-mail marketing
Given that most agency Web sites are still electronic brochures, let’s start with that reality. Make your Website a really great electronic brochure — one that’s enticing, engaging, informative, and educational. If your really great brochure Web site noticeably stands out from those of your competitors, you’ll have something distinctive and worthwhile. Take a look at other agency Web sites for yourself, as I have. You’ll quickly discover that many sites lack essential drawing and staying power.
Realize that your market is not “everyone who needs insurance.” Rather, your market is comparatively small and limited by geography, business focus, sales and service staff, market, and other factors. The vast Internet universe is irrelevant. Focus on your market competitors and what they’re doing. And while you’re at it, forget about trying to attract a huge number of visitors who you cannot possibly sell or serve. Focus on those you know — the ones in your true, but limited, immediate market area and territory.
With such a narrow focus, can a Web site really do anything worthwhile? Yes, but you have to get visitors to it. As important as having a Web site might be, getting visitors to it ought to rank high on your list of Web site priorities. One proven method is direct mail — or, in this case, e-mail.
Think direct mail
Direct mail works. The direct mail industry is bigger than ever. All that “junk mail” you receive produces $billions in revenue for the businesses that send it. The key to successful direct mail is focused and directed target marketing.
Mass e-mail can do the same thing. I’m not talking spam (see “Spam vs. Legitimate Mass E-mail” this issue), but legitimate targeted e-mail to people you know and who know you. If you can e-mail to a sizeable but realistic number of prospects, and do it right, you will generate Web site traffic and increase sales potential. But don’t expect results instantly. Like any form of marketing, e-mail takes consistency and persistency over the long haul.
By the way, these suggestions are in addition to your other advertising methods. The Internet is not a replacement tool — it’s an additional tool.
Case study
Dave Hendry is the owner and president of JCRS (jcrs.com), the leader in jewelry claims mitigation and developer of the ACORD jewelry standard. His market is jewelers and insurance professionals.
To enhance market recognition, Hendry is currently rebuilding his Web site and using e-mail for driving traffic to it. For several years, a free newsletter resided on the JCRS site, but it was hard to find. As soon as he put a link to it on the homepage, the number of readers dramatically increased.
To increase newsletter subscriptions, Hendry also sent e-mails to a customer base that contained about 2,500 e-mail addresses. The e-mail included a link to the JCRS site. That was about a year ago.
Since then, Hendry has mass e-mailed something at least once a month. Today, newsletter subscriptions have more than doubled, total site visitors have nearly quadrupled, and he now e-mails to over 21,000 prospects. Needless to say, things have picked up, and his site usage statistics prove it.
Collect those e-mail addresses
One agent told me he has a customer and prospect list of 3,500, but only has 27 e-mail addresses. You’re not going to build much site traffic with such a skimpy list. You need lots of e-mail addresses to make things worthwhile. I’m convinced that an e-mail list of 500 or more people who recognize your agency will eventually lead to sales, simply by consistently directing them to your relevant and meaningful Web site. Depending on what and how much you sell, your commission will cover the cost of having a Web site.
If you’re a member of Rotary, get the e-mail addresses of your fellow Rotarians. They’re potential customers. If you’re a member of the Chamber of Commerce, get the e-mail addresses of your fellow Chamber members. They’re potential customers too. Start collecting e-mail addresses from everyone you meet and build a useful list of e-mail prospects.
Whenever your agency does something special — offers a seminar, hosts an event, adds a new product or service — post it on your Web site. Then, send an e-mail announcing it and include a link to your Web site.
Remember, this is not Internet sales. Instead, it’s awareness building and credibility enhancing. It’s an effective means of keeping your name in front of people. Your goal is to be recognized and known. Then, when people need insurance, they’re more likely to think of you because they know who you are. When they know who you are and come to you, you’re much more likely to make the sale. It’s not that hard, but you must make the effort.
Start collecting e-mail addresses from everyone you meet and build a useful list of e-mail prospects.
© Copyright 2003 by Sound Internet Strategy. All rights reserved
As important as having a Web site might be, getting visitors to it ought to rank highly on your list of Web site priorities.