If you believe it’s impossible to win attention marketing for insurance agents without a huge budget you’re wrong.
You just need to know where start.
In episode one of The Show, we discuss the frequently asked question I receive from insurance agents around the country, “Where do start marketing?”
Where to start marketing for insurance agents.
Every week, I get tons of questions from you, guys – Facebook, LinkedIn, Twitter, e-mail.
Some people call me, see you guys at events, and I love it. That’s what I’m here for. That’s what the Agency Nation is here for.
But I don’t have the bandwidth to answer all of your questions one off.
So I wanted to create a medium to answer your questions but get it out to everybody because if one of you has the question, I’m sure many of you do.
That’s why I created the show. Agency Nation, the show. This is the show. I’m Ryan Hanley. This is episode 1. Let’s get at it.
The question I get asked more than any other is,
“Ryan, where do we start marketing? How do we get going with this stuff?”
Because it’s the very first show, I think it’s best to begin with where to start marketing for insurance agents.
The cool part of the show is I am not going to try to make this super pro style.
It’s going to be me and you. It’s going to be conversational.
You’re going to look into what I do every day and how I operate, whether I’m traveling on Minnesota, at a speaking gig, or right here in my home office. We’re going to answer the questions in the day-to-day life of how Agency Nation operates.
Before you start marketing, the very first thing that you have to know is who you’re actually going to talk to.
- Websites don’t matter.
- It doesn’t matter if you have social media,
- It doesn’t matter if you have e-mail list,
- I don’t even care if you have an agency management system,
- I don’t care if you spend $1 on banner ads at the local chamber of commerce or the back of the little league T-shirts, and
- I certainly don’t care if you ask for referrals.
The very first thing if you’re going to be successful at marketing at all is you have to know who you actually want.
This is one of the reasons that agents struggle with referrals today.
Referrals, the lifeblood of our industry, agents are struggling with. I hear it all the time,
“Ryan, it’s harder and harder to get referrals.”
This is one of the reasons why as an industry we’re digging in towards digital marketing more hoping that that’s going to backfill referrals.
Guys, I have news for you.
The reason that referrals are going down is we have forgotten who we actually want to do business with.
Or at least we’ve forgotten to ask who we want to do business with which is the number one thing you need to do before you start marketing, is you have to know who you want to do business with.
And more importantly, you have to know how to ask for what you want.
It doesn’t matter what your website looks like or if you use Facebook or e-mail marketing or what tools you’re using or are you using PPC or Facebook ads or doing something else crazy, marketing automation, AI, chatbots, live chat, buying leads.
If you don’t know who you want to write, it doesn’t matter. All those things are vessels, they’re mediums for capturing the type of consumer that you actually want to do business with.
So, when you ask for referrals, do you have a generic ask of,
“Give me the name and number of three people that you know?”
Or do you ask,
“Hey, do you know any other families that have multiple cars, a house, maybe they have boats, maybe they have second homes? Those are the type of accounts, those are the type of families I can really help?”
Or maybe if you focus on commercial lines insurance leads:
“Do you know any other businesses in the garage car handyman space? Do you know any retail shoe stores? Do you know any contractors? Do you know any professionals?”
This is how you get the type of business that you want, you ask for it. But you have to know what that type of business is.
So, what do you do before you start marketing?
How do you start marketing for insurance agents?
Where do you begin?
You need to know who you actually want to do business with.
And I’m telling you, if you figure that out, everything else is just tactics.
It’s easy. It’s just tactics. Super, super easy.
The hardest thing about marketing is knowing who you want to talk to.
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