After a long day at Universal Studios, we entered the security gate of our Marriott hotel. The gate required that we insert a key for entry. Below the key slot, was a simple reminder. Pizza Hut room delivery, dial
extension 4141. What a ridiculous idea! Why would Marriott go to the trouble of placing a small 3" by 5" sign below the key insert on a security gate? After all, they are a major corporation and are more likely concerned with branding, occupancy rates, vacation club sales, airline promotions and other major marketing initiatives.
That night, we ordered two pizzas, 20 chicken wings, a large salad and a bottle of diet Pepsi from - Pizza Hut. Pizza Hut delivered promptly, within 20 minutes they were at our door. It was about $60, fast and convenient, and we thought the food was good.
When you think about this experience, it demonstrates how and why minor marketing refinements can have a big impact on any business. Here we see a giant corporation taking the time to add a tiny sign to a security gate, resulting in a new order. Insurance agency marketers should approach their efforts in a similar manner. Beyond the major initiatives, such as insurance agency websites, eMarketing, blogging, appointment setting, insurance search engine optimization and social media marketing, agencies should also consider:
Agency client testimonials and case studies
Digital email fulfillment, E-collateral
E-brochures (including your insurance agency overview)
Insurance agency microsites and landing pages
Value proposition video (for your home page and YouTube)
Product or line specific videos (for your website and YouTube)
Clear and concise calls to action on your website
What type of experience can your targeted prospect expect when your agents or brokers begin a discussion? Will they receive a professionally prepared email accompanied by branded digital collateral? Will they be directed to your insurance agency website, your blog, or a product specific landing page? Will there be a clear call to action for them to move to the next step, be that a web meeting, on-site meeting, webinar, or other desired action?
These small refinements can make a big difference. Ongoing insurance agency marketing refinements can help ensure your agents land that client and increase your book of business. Though it's unlikely you will need to place a 3" by 5" pizza delivery sign by your agency door, you can certainly add small, pithy and effective calls to action on your agency website.
0 comments:
Post a Comment