Insurance agency marketing is morphing toward the web, and any long term insurance marketing plans should embrace an integrated insurance agency web marketing initiative. There are many web marketing opportunities for agents and brokers, one of which is a monthly insurance agency webinar marketing program. These programs rest upon the following key premise, namely your agency should not sell insurance during the webinars, you should offer education and elucidation.
There are six basic steps to create a successful insurance agency webinar series. Granted there are many important sub steps, critical details to ensure the long term efficacy of the series. That said, the basic steps below must be in place to begin your insurance agency webinar program. The steps are:
- Create or procure a high quality, targeted email list with contact name and current business email (and scrub the list)
- Showcase a truly educational topic and expert speaker for your very first webinar
- Have your second topic, speaker and date set, so that you can announce it during your first webinar
- Both of these webinars should be prominently displayed on your website, with a registration call to action resulting in the rendering of a branded, custom landing page
- Send a press release announcing your webinar series and the first two webinars you're offering
- Rehearse the presentation, technology and actual telephony and computer equipment to be used for the webinar
Regarding the last bullet, it's very important that your agents and your webinar speakers are comfortable and in control of the webinars. Mistakes can surely happen, but your agency and speakers should have a fallback plan in the event of any issues or disruptions. For example, if the webinar speaker experiences an internet issue, that doesn't mean the webinar needs to end, rather the speaker needs to dial in on a traditional telephone line. Be prepared, but don't over rehearse. There is nothing worse than a "canned" presentation where the speaker sounds like they are reading from a script. As with any new marketing initiative, if you don't have the expertise in house, seek a reputable insurance agency marketing firm for guidance until you gain sufficient experience.
Insurance agency marketing is morphing toward the web, and any long term insurance marketing plans should embrace an integrated insurance agency web marketing initiative. There are many web marketing opportunities for agents and brokers, one of which is a monthly insurance agency webinar marketing program. These programs rest upon the following key premise, namely your agency should not sell insurance during the webinars, you should offer education and elucidation.
There are six basic steps to create a successful insurance agency webinar series. Granted there are many important sub steps, critical details to ensure the long term efficacy of the series. That said, the basic steps below must be in place to begin your insurance agency webinar program. The steps are:
- Create or procure a high quality, targeted email list with contact name and current business email (and scrub the list)
- Showcase a truly educational topic and expert speaker for your very first webinar
- Have your second topic, speaker and date set, so that you can announce it during your first webinar
- Both of these webinars should be prominently displayed on your website, with a registration call to action resulting in the rendering of a branded, custom landing page
- Send a press release announcing your webinar series and the first two webinars you're offering
- Rehearse the presentation, technology and actual telephony and computer equipment to be used for the webinar
Regarding the last bullet, it's very important that your agents and your webinar speakers are comfortable and in control of the webinars. Mistakes can surely happen, but your agency and speakers should have a fallback plan in the event of any issues or disruptions. For example, if the webinar speaker experiences an internet issue, that doesn't mean the webinar needs to end, rather the speaker needs to dial in on a traditional telephone line. Be prepared, but don't over rehearse. There is nothing worse than a "canned" presentation where the speaker sounds like they are reading from a script. As with any new marketing initiative, if you don't have the expertise in house, seek a reputable insurance agency marketing firm for guidance until you gain sufficient experience.
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