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Webinars For A Cause:2017 Marketing Strategy
Kelly Donahue-PiroPresident of Agency Performance Partners
Co-Founder Agency Appeal&
Chris ParadisoOwner Paradiso Insurance &
Paradiso Presents
Your Host: Kelly Donahue-PiroFacebook.com/kelly.donahueFacebook.com/agencyperformancepartners
www.linkedin.com/in/kellydonahuepiro/
@kldonahue
Kelly Donahue-Piro
www.agencyperformancepartners.com
Your Host: Chris Paradiso
A BIT ABOUT WEBINARS FOR A CAUSE
About Webinars For a Cause
• We want to benefit great causes across the country
• We know agencies across America need affordable training
• When we all come together we can make a difference
ABOUT JOURNEY FOUND
About Journey Found
About Journey Found
For every photo you post of you and your team on social media we will donate $1 to
Journey Found!
Make sure you use the hashtag
#webinarsforacause
Agenda
● Building a Brand-Chris Paradiso
● Referral Program-APP
● Customer Touchpoints-Chris Paradiso
● Win Back Program-APP
● Marketing Person-Chris Paradiso
● Sales Process Marketing-APP
● Personas & Blogging-Chris Paradiso
● Networking-APP
BUILDING A BRAND-CHRIS PARADISO
It all begins with your brand.
Your customers should understand:● Who you are● What you stand
for● How to recognize
your brand through consistency
A few examples of our brand:
“When you support small business, you support a dream.”
Your brand should be present in all aspects of your agency’s marketing.
Your brand involves your message, visual content marketing
guidelines, your beliefs, how you
make your customers feel, and more.
Agency Spotlight: Berry Insurance
The Foundation of our Agency’s Marketing
To view our Branding Guidelines
online, write this link down!
http://bit.ly/2f54hPS
REFERRAL PROGRAM-APP
Referral Program
• Easiest way to ask for referrals is to educate
• You have to track this, don’t assume people are asking!
• Train, roleplay and confirm
Modern Referral Program
• Would you rather get 1 referral OR be endorsed to 1000 people?
• Consider incentivizing people to post about your business on social media
• Word of mouth is powerful, you can create advocates for you and your brand
Modern Referral Program
• Would you give a $5 Starbucks gift card for a positive testimonial where your business could ENGAGE in the conversation?
• Modern referral programs encourage word of mouth and referrals
CUSTOMER TOUCHPOINTS-CHRIS PARADISO
In terms of marketing, consistency is everything.
We aim to be in front of our customers on a regular basis.
This involves 7-8 “print” touchpoints per customer
throughout the year. We use postcards, thank you cards,
calendars, hand-written notes, and more.
Our Onboarding Process
Each time we write a new policy at our agency, our customers
receive a set of emails that welcome them.
To view our communications map online, write this link down:
http://bit.ly/2iF1Sgp
And to view our email onboarding article online as well:
http://bit.ly/2fxB2IL
On Social Media
Every month, our agency runs a report for all of our new business, and
adds all of our new customers/clients on
Facebook. We then look to engage them in
whatever ways possible, whether that’s wishing them a happy birthday, or simply tagging them
in a post.
On the Phone
Has your customer recently had a claim?
That’s a perfect reason to follow up.
Do your customers have renewals coming up? You should be calling them. In a business of renewals, nurturing client relationships should be a priority.
WIN BACK-APP
Customer Win Back Program
• You can never win back a customer if you don’t notice when they leave!
• Call them• Survey them• Ask them how you can
improve!• Thank them for their
business...
Customer Win Back Program
• Upon Leaving• Card• Call• Email
• 30 Days After Leaving• Call to see if they want to
come back• Nurturing Through the Year
• Emails• Birthday Call
• Renewal• 3 Calls & Emails• Quote Sent in the Mail
Customer Win Back Program
Remember… always cherry pick and work hard to win back the
best clients :)
Would you rather chase an unknown opportunity or one you really want to win back?
MARKETING PROFESSIONAL-CHRIS PARADISO
Why a full-time marketer?As an agency owner and Independent Agent, you have many responsibilities. You’ve always delegated work in the past, and this is the same fundamental. You can’t be all things at once, and marketing requires extra care and time.
Why not outsource marketing?
A full-time marketer can:
• Properly represent the agency’s brand• Provide a better overall customer
experience• Understand your agency’s message,
tone, and what it’s like to live within your agency on a daily basis
• Become a strong part of your team• Interact with customers and clients
on a personal level They say a marketing job is never done.
Full-time Marketer’s Responsibilities“What would he/she do all day?”
Social Media Marketing
• We post to six networks daily, with a total of roughly 30 posts a day
• Social media response, engagement and interaction
• Facebook birthdays, direct tagging on Twitter, etc.
Content Creation
• We create anywhere from 4-7 original agency visuals a day
• We blog twice a week, on a consistent basis
Customer Touchpoints
• Creating and sending out postcards or other print marketing
• Filling out thank you cards • Sending out surveys and
analyzing/collecting responses
Connect with your Community
• Generate community based campaigns
• Build relationships with your clients, for example, “The Partners of Paradiso” campaign
Full-time Marketer’s Responsibilities(continued)
Manage your Mobile App
• Encourage or help customers with making the download
• Interface with staff on engaging customers
• Collect/analyze data based on your mobile app to improve
Email Marketing
• Design one-off campaigns for special events and/or sendouts
• Analyze what is going well and look for ways to improve
• Update visual content within email campaigns to enforce the agency brand and stay fresh
We tell our customers not to go cheap on their insurance, and the same
applies to your agency’s marketing.
SALES PROCESS-APP
Question...
If I speak with 3 different agencies to quote my insurance, what is the likelihood
I remember your name?
Sales Process Marketing •Success in Insurance Sales is in the Follow Up•You have to brand yourself during the sales processes•Create an ease of doing business
Do you think automated emails during the sales process will hurt or help your closing ratio?
BLOGGING & PERSONAS-CHRIS PARADISO
Marketing PersonasWhat exactly is a persona?
Personas are profiles that your marketing team creates as your agency’s common “targets.”
When we created our personas, we looked at who we sold business to the most, then created a “story” for those folks, so we can better understand who we are marketing to.
Personas are used to craft agency content that will speak to a specific person, or group of like-minded individuals. You will see more traction & engagement with posts tailored to speak to your personas.
Ready to get started with personas?
Remember, personas will help you with getting more traction
online, and are a valuable resource for you and your agency.
To get started building your own personas today (you should have
five or six total), then check
out Hubspot’s free
downloadable template:
http://bit.ly/2gdREUO(Write this link down!)
Agency Blogging
The Importance of SEO
SEO (Search Engine Optimization) is
critical for your agency to be
discovered online. This will
determine how well you show up in
Google search results in comparison
to your competition. Whoever is at
the top of the results will receive the
most clicks. We can leave you with
a few tips to improve your SEO, but
at the end of the day, you should
hire an SEO professional to review
your agency’s content before it goes
live in the digital world.
Agency Blogging
Blogging allows you to:• Have more content to share on
social media• Have healthier website traffic• Become a trusted advisor for your
following and audience online• Speak to your audience on a
personable level, and build long-lasting, rewarding connections
• Show that you’re authentic, real people who don’t just speak on insurance 24/7
• Most importantly, have stronger SEO and get discovered more online, which more often than not is the first step of the customer experience journey
We suggest:• Blog consistently, because your
customers will build an expectancy from your agency over time
• Blog at least once a week to start, and make your posts go live close to 11 AM for the most traction
• Brand your content, and always, always include visuals
• Search Google for blogging ideas if you’re feeling stuck
• Use personas to create your blog posts, and then boost your blogs on social media to the same targeted demographics that your personas represent to get the most traction online
NETWORKING-APP
Networking Always Works
Insurance is a Numbers Game
More People You Meet, More Quotes and Sales You Generate
But You Need a Process● Connect with the group before the event● Ask for an attendee list● Find a friend!● Challenge yourself to hand out 5 business cards● Checking in on social media● Migrate around● Come back and find articles etc. to book a meeting to drop by and meet
prospects● Drop the cards into an automated email marketing tool● Send thank you notes to event organizers● Connect other people at the event ● Post event photos on social media and tag people● Connect with your connections on Facebook and LinkedIn● Follow their companies on social media ● Be ridiculously amazing at networking!
#appsattitude
You can order a copy of our insurance marketing magazine, Be the Last Agent Standing today, with all profits of our magazine going to the Journey Found organization. They are $10 a copy and focus on
agency growth. Purchase link: http://bit.ly/2iVajVh
Looking to help us support Journey Found even further?
Next Webinar
Wednesday April 5th @ 2pm EST
Designing & Tracking Your Customer Experience See Follow Up Email For Details!
Just a reminder you can still purchase the recorded version of this presentation for a $50 donation to Journey Found! Share it with your team.
