Traditional Insurance Agency Marketing Vs Insurance Agency Web 2.0 Marketing

Are the times of conventional insurance coverage company advertising and marketing merely an anachronistic remnant of a bygone brick and mortar advertising and marketing period? Earlier than we reply this essential, however verbose query, let’s first outline that which we might at present contemplate conventional insurance coverage company advertising and marketing packages. Let’s begin with 20 well-known advertising and marketing initiatives, or maybe I may higher discuss with them as insurance coverage company advertising and marketing actions, that may generate curiosity and consciousness. These are in alphabetical order, not so as of significance or perceived efficacy:


  1. Associations (Chamber of Commerce, and so forth.)
  2. Billboards
  3. Enterprise Playing cards
  4. Consumer Testimonials (Arduous Copy)
  5. Membership Memberships (Golf, Tennis, Different)
  6. Firm Boards (BOD’s, nonprofit boards and advisory councils)
  7. Direct Mail together with Postcards
  8. Face to Face Networking Organizations
  9. Shiny Brochures
  10. Arduous Copy E-newsletter
  11. Literature (conventional paper primarily based)
  12. Journal Advertisements
  13. Newspaper Advertisements
  14. On Web site Occasions (for each purchasers and prospects)
  15. Promotional Gadgets
  16. Referrals
  17. Telemarketing
  18. Commerce Exhibits
  19. Volunteer and neighborhood packages
  20. Yellow Web page Advertisements


A number of the actions famous above are maybe doubtful from a advertising and marketing standpoint. For instance, do individuals nonetheless spend time designing and handing out enterprise playing cards (sure)? Do individuals nonetheless do enterprise on the golf course (sure)? And what about Yellow Pages, do individuals nonetheless promote in them (I hope not)? How does the record above examine with a Net 2.zero Insurance coverage Company Advertising and marketing exercise record? Let’s evaluate widespread Insurance coverage Company Net Advertising and marketing actions, once more in alphabetical order:


  1. Article Directories (ePublishing)
  2. Running a blog
  3. Bookmarking (Digg, StumbleUppon, Reddit, and so forth.)
  4. eBrochures (eFullfillment)
  5. eMarketing
  6. eTestimonials (Digitally written or recorded testimonials)
  7. Govt e-mail initiatives (Individually focused emails versus blasts)
  8. Hyperlink Constructing Campaigns
  9. Micro running a blog (Twitter, Tumblr, and so forth.)
  10. Pay Per Click on (Google, LinkedIn, Fb)
  11. Search Engine Optimization (website positioning)
  12. Skype Recorded Interviews
  13. Social Media Advertising and marketing (Enterprise Advertising and marketing Initiatives on Fb, LinkedIn)
  14. Social Networking (Private interplay on Fb, LinkedIn, Twitter, and so forth.)
  15. Vlogging
  16. Heat Calling (calls to e-mail click-throughs, webinar registrants, and so forth.)
  17. Webinars (Net Seminars)
  18. Web site growth and enhancement
  19. Web site Video
  20. YouTube


Does this Net 2.zero record supersede the entire conventional insurance coverage advertising and marketing actions listed above, or is a mix of the normal and web-centric advisable? Net 2.zero advertising and marketing just isn’t the one insurance coverage company advertising and marketing brokers and brokers ought to leverage. After all 40 advertising and marketing actions are too quite a few for all however the largest businesses. Fortuitously, most of the actions listed within the conventional record might be eradicated or diminished in favor of higher and cheaper web-centric advertising and marketing. From my perspective, this contains: Billboards, Consumer Testimonials (laborious copy), Direct Mail (together with Postcards), Shiny Brochures, Arduous Copy Newsletters, Product Literature, Journal Advertisements, Newspaper Advertisements, Promotional Gadgets, Commerce Exhibits, and Yellow Web page Advertisements – in essence something bodily. After all this nonetheless leaves us with an inventory of as much as 9 conventional insurance coverage company advertising and marketing actions that may show worthwhile.

If we add mission-critical Net 2.zero actions together with web site growth, social media advertising and marketing, eMarketing, eFullfillment (digital brochures and different info) and running a blog, we nonetheless see that there are over a dozen advertising and marketing actions each company ought to do and do nicely. Clearly, that is plenty of work past merely promoting insurance coverage and servicing purchasers. Companies have three decisions on this regard:


  1. Employees up internally
  2. Outsource
  3. Hope to perform the advertising and marketing with present employees


Of those three approaches, my biggest concern is all the time with #three, as hope is an ill-advised technique and addressing essential consumer points all the time comes first. Although a few of the essential insurance coverage company advertising and marketing actions might be executed by brokers, house owners and producers (like Tweeting, Fb, LinkedIn posts, head to head networking, and so forth.), the opposite advertising and marketing initiatives require particular talent units, cautious measurement and monitoring, and consistency in supply. In case your company is in search of to develop, probably you may have to employees up internally or outsource some or all your advertising and marketing efforts relating to extra subtle agence web advertising and marketing initiatives/.

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