ITC BlogView ITC's Blogurn:uuid:6efef2d2-f762-4c7e-b0e5-bb6dd0b4f75a2024-03-19T05:52:04Zsales@getitc.comurn:uuid:1168Google Analytics and Insurance Websites: 2017 Report - Agency Marketing BlogA report compiling insurance website customer data compiled using Google Analytics. 2017-07-03T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/JohnDessommesBlogs/ThinkstockPhotos-470424725.jpg" alt="analytics illustration" style="width: 50%; max-width: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Google Analytics is a powerful tool that can collect a variety of data for any website. As an SEO consultant, I use those data points every day to help our clients reach their individual search visibility goals. <br />
<br />
But, take a step back. Why not compile <em>all </em>our customer data to get a bird’s eye view of insurance website analytics data? <br />
<br />
<h1>Methodology</h1>
<p> </p>
I used a date range of the last six months from January 1, 2017, to June 14, 2017. I gathered Google Analytics data for over 5,000 of ITC's customer domains. I analyzed traffic sources, demographics, interests, technology, and conversions. <br />
<br />
<h1>Unexpected Results</h1>
<p> </p>
<p>
Out of all the data, here's what I found surprising.</p>
<p> </p>
<p style="margin-left: 40px;">
•<span style="white-space: pre;"> </span><a href="https://www.forbes.com/" target="_blank">Forbes.com</a> is the top referrer. Why? <a href="https://www.forbes.com/sites/caroltice/2014/11/14/meet-the-8-hottest-publicly-traded-marijuana-companies" target="_blank">This article</a> drove a lot of traffic. <br />
<br />
For our insurance website clients, most referral traffic comes from business listings or insurance carrier directories. <br />
<br />
But, when an article from a popular business magazine like Forbes contains a link to one of our customers’ websites, it can accumulate a lot of clicks. <br />
<br />
•<span style="white-space: pre;"> </span><a href="https://duckduckgo.com/" target="_blank">DuckDuckGo.com</a> is categorized as a referrer and not a search engine. Savage, Google Analytics. Or is it? <br />
<br />
DuckDuckGo.com looks like a search engine. But, when you click on a search result, it will directly use the link of that particular webpage. That’s the textbook definition of a <a href="https://www.techwalla.com/articles/what-is-referral-traffic" target="_blank">referral</a>. <br />
<br />
Meanwhile, search engines like Google, Yahoo, and Bing use a URL that redirects visitors to a search result.<br />
<br />
•<span style="white-space: pre;"> </span>Facebook drives 21 times more website traffic than any other social network. The takeaway? Make sure your Facebook business page is <a href="https://www.getitc.com/blog/marketing/2015/07/22/how-to-optimize-your-agencys-social-media-posts#.WVaDLoQrKUk" target="_blank">fully optimized</a>. Don’t forget to ask your customers for Facebook reviews too.</p>
<p> </p>
<h1>The Data + Key Takeaways </h1>
<p> </p>
Let's take a dive into the data below. Here’s what I found, and what it means for your agency. <br />
<br />
<h2>Search Engines </h2>
<p>
<br />
These are the most popular search engines consumers used to find insurance online.</p>
<table cellpadding="1" style="margin-left: 40px;">
<tbody>
<tr>
<td>Google </td>
<td>86.31%</td>
</tr>
<tr>
<td>Bing</td>
<td>9.61%</td>
</tr>
<tr>
<td>Yahoo</td>
<td>3.84%</td>
</tr>
<tr>
<td>AOL</td>
<td>.09%</td>
</tr>
<tr>
<td>Ask</td>
<td>.08%</td>
</tr>
</tbody>
</table>
<p>
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<p>
</p>
Let’s compare these metrics to the <a href="http://gs.statcounter.com/search-engine-market-share/all/united-states-of-america" target="_blank">top search engines</a> used in the United States in May 2017.
<br />
<br />
<table style="margin-left: 40px;" cellpadding="1">
<tbody>
<tr>
<td>Google </td>
<td> 87.66%</td>
</tr>
<tr>
<td>Bing</td>
<td> 6.35%</td>
</tr>
<tr>
<td>Yahoo</td>
<td> 5.06%</td>
</tr>
<tr>
<td>AOL</td>
<td> .12%</td>
</tr>
<tr>
<td>Ask</td>
<td> <.09% </td>
</tr>
</tbody>
</table>
<p style="margin-left: 40px;">
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<p>
<strong><em>Findings:</em></strong> Search engine preference for insurance consumers and the average US searcher are similar. Google still reigns supreme. <br />
<br />
</p>
<h2>Referrals </h2>
<p>
<br />
Like I mentioned earlier, referrals are other websites that drive traffic to our customers' websites. These are their top referrals.</p>
<table style="margin-left: 40px;" cellpadding="2">
<tbody>
<tr>
<td>Forbes.com</td>
<td> 3.99%</td>
</tr>
<tr>
<td>CalculateMe.com</td>
<td> 1.59%</td>
</tr>
<tr>
<td>Agency.Auto-Owners.com </td>
<td> 1.39%</td>
</tr>
<tr>
<td>DuckDuckGo.com</td>
<td> 1.17%</td>
</tr>
<tr>
<td>IWantInsurance.com</td>
<td> .83%</td>
</tr>
<tr>
<td>InsuranceAgent.Safeco.com </td>
<td> .61%</td>
</tr>
<tr>
<td>Superpages.com</td>
<td> .57%</td>
</tr>
<tr>
<td>Agency.Nationwide.com</td>
<td> .57%</td>
</tr>
<tr>
<td>Manta.com</td>
<td> .56%</td>
</tr>
<tr>
<td>TheRideShareGuy.com</td>
<td> .42%</td>
</tr>
</tbody>
</table>
<p style="margin-left: 40px;"> </p>
<p>
<strong><em>Findings</em></strong>: Business listings and insurance carrier directories are still great ways for your agency to remain visible. Make sure your <a href="https://whitespark.ca/top-local-citation-sources-by-country/" target="_blank">top 50 business listings</a> and your insurance carrier directories are completely filled out with consistent information.<br />
<br />
</p>
<h2>Social Networks </h2>
<p>
<br />
These social networks send the most traffic to our customers' websites. </p>
<table style="margin-left: 40px;" cellpadding="2">
<tbody>
<tr>
<td>Facebook </td>
<td> 82.89%</td>
</tr>
<tr>
<td>LinkedIn</td>
<td> 3.9%</td>
</tr>
<tr>
<td>Twitter</td>
<td> 3.57%</td>
</tr>
<tr>
<td>Google+</td>
<td> 3.21%</td>
</tr>
<tr>
<td>Yelp</td>
<td> 2.53%</td>
</tr>
<tr>
<td>Instagram </td>
<td> 1.52%</td>
</tr>
</tbody>
</table>
<p style="margin-left: 40px;"> </p>
<p><!-- DivTable.com -->
<strong><em>Findings</em></strong>: Facebook takes the lion’s share of all social networking traffic. Make sure your Facebook business page is completely filled out and up to date.<br />
<br />
Also, did you know Facebook is testing <a href="http://www.socialmediatoday.com/social-networks/facebook-testing-video-cover-images-enhance-pages" target="_blank">video cover photos</a> for business profiles? Engage visitors further by adding one to your agency’s profile. Look for this icon on your cover photo:</p>
<p style="margin-left: 320px;"> </p>
<center><img src="/images/blog/JohnDessommesBlogs/FacebookChangeCover.png" alt="facebook cover " style="vertical-align: middle; margin: 5px;" /></center>
<p> </p>
<p>
If you see the video camera icon above, then you have the ability to set your own video cover.</p>
<p> </p>
<h2>Age Group</h2>
<p>
<br />
What age group frequent our customers' websites the most? Take a look at the graph below.</p>
<p><img src="/images/blog/JohnDessommesBlogs/AgeGroupGraph.jpg" alt="chart" style="vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid; max-width: 100%;" /></p>
<p><strong><em>Findings</em></strong>: Millennials make up almost half of all insurance searchers. Millennials are also digitally savvy. It’s important to have a modern <a href="https://www.getitc.com/products/websites/order/?utm_source=marketingblog&utm_campaign=JD070317&utm_medium=getitc" target="_blank">insurance website</a> that looks <a href="https://www.getitc.com/blog/marketing/2017/04/24/at-a-glance-what-your-website-says-about-your-business#.WVaLk4QrKUk" target="_blank">trustworthy </a>and user friendly.<br />
<br />
</p>
<h2>Gender </h2>
<p>
<br />
Who visits our customers' websites the most? Males or females?</p>
<p><img src="/images/blog/JohnDessommesBlogs/GenderChart.jpg" alt="gender" style="width: 50%; vertical-align: middle; margin: 5px auto; border-width: 1px; border-style: solid; max-width: 300px;" /><br />
</p>
<p><em><strong>Findings</strong></em>: In 2017, more men than women searched for insurance. I’m not social scientist, but I think it’s reasonable to say this gender gap will close.<br />
<br />
</p>
<h2>In-Market Segments </h2>
<p>
<br />
These are people who are actively searching and comparing a product or service. These are individuals who have a temporary interest. </p>
<p>
<img src="/images/blog/JohnDessommesBlogs/InMarketSegments.jpg" alt="In market segments chart" style="vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid; max-width: 100%;" /></p>
<p>
<strong><em> </em></strong></p>
<p><strong><em>Findings</em></strong>: What does this mean? Over the short term, when someone is searching for insurance, they may search for other things. The most common segments above are real estate, travel, employment, and financial services. <br />
<br />
</p>
<h2>Top Locations </h2>
<p>
<br />
This reveals the most sessions by state. Look at our customers’ top runners. </p>
<table style="margin-left: 40px;" border="0" cellpadding="2">
<tbody>
<tr>
<td>Texas</td>
<td>15.9%</td>
</tr>
<tr>
<td>Florida</td>
<td>8.79%</td>
</tr>
<tr>
<td>California </td>
<td>8.27%</td>
</tr>
<tr>
<td>Virginia</td>
<td>6.54%</td>
</tr>
<tr>
<td>New York </td>
<td>4.54%</td>
</tr>
<tr>
<td>Illinois</td>
<td>4.26%</td>
</tr>
<tr>
<td>Georgia</td>
<td>4.13%</td>
</tr>
<tr>
<td>North Carolina</td>
<td>3.71%</td>
</tr>
<tr>
<td>Ohio</td>
<td>3.52%</td>
</tr>
<tr>
<td>Michigan</td>
<td>3.38%</td>
</tr>
</tbody>
</table>
<p style="margin-left: 40px;">
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<p style="margin-left: 40px;"> </p>
<p>
<strong><em>Findings</em></strong>: 15.9 percent of our customers’ website traffic originates from Texas. This is a testament to the strength of the independent insurance agency in Texas. It also roughly reflects our market share.<br />
<br />
</p>
<h2>New Visitors vs. Returning Visitors</h2>
<p>
<br />
How many visitors are new, and how many are returning visitors?</p>
<p> </p>
<table style="margin-left: 40px;" border="0" cellpadding="2">
<tbody>
<tr>
<td>New Visitor </td>
<td>77.54%</td>
</tr>
<tr>
<td>Returning Visitor </td>
<td>22.46%</td>
</tr>
</tbody>
</table>
<p style="margin-left: 40px;">
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<p style="margin-left: 40px;"> </p>
<p>
<strong><em>Findings</em></strong>: 22.46 percent of website visitors revisit our customers’ sites. I think this is okay, but has room for improvement.<br />
<br />
</p>
<h2>Internet Browsers </h2>
<p>
<br />
These are the most popular internet browsers used to visit customer websites on desktop, mobile, and tablets.</p>
<p> </p>
<p>
</p>
<table style="margin-left: 40px;" cellpadding="2">
<tbody>
<tr>
<td>Chrome</td>
<td>49.27%</td>
</tr>
<tr>
<td>Internet Explorer </td>
<td>19.69%</td>
</tr>
<tr>
<td>Safari</td>
<td>17.5%</td>
</tr>
<tr>
<td>Firefox</td>
<td>6.94%</td>
</tr>
<tr>
<td>Edge</td>
<td>2.32%</td>
</tr>
<tr>
<td>Android Webview </td>
<td>1.75%</td>
</tr>
<tr>
<td>Safari (in-app) </td>
<td>1.1%</td>
</tr>
</tbody>
</table>
<p style="margin-left: 40px;">
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<p style="margin-left: 40px;"> </p>
<p>
In May 2017, this was the US browser market <a href="http://gs.statcounter.com/browser-market-share/all/united-states-of-america" target="_blank">share</a>:</p>
<p> </p>
<table style="margin-left: 40px;" cellpadding="2">
<tbody>
<tr>
<td>Chrome</td>
<td>45.59%</td>
</tr>
<tr>
<td>Safari</td>
<td>31.2%</td>
</tr>
<tr>
<td>Internet Explorer </td>
<td>7.53%</td>
</tr>
<tr>
<td>Firefox</td>
<td>6.55%</td>
</tr>
<tr>
<td>Edge</td>
<td>3.31%</td>
</tr>
<tr>
<td>Samsung Internet </td>
<td>2.47%</td>
</tr>
</tbody>
</table>
<p style="margin-left: 40px;">
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<p style="margin-left: 40px;"> </p>
<p>
<strong><em>Findings</em></strong>: Insurance consumers tend to favor Internet Explorer more and Safari less, compared to the national average. Keep that in mind when testing website updates. </p>
<p> </p>
<h2>Device Category </h2>
<p>
<br />
The data below shows the percentage of share for desktop, mobile, and tablet.</p>
<p>
</p>
<table style="margin-left: 40px;" cellpadding="2">
<tbody>
<tr>
<td>Desktop </td>
<td>66.39%</td>
</tr>
<tr>
<td>Mobile</td>
<td>30.11%</td>
</tr>
<tr>
<td>Tablet</td>
<td>8.82%</td>
</tr>
</tbody>
</table>
<p style="margin-left: 40px;"> </p>
<p>
In May 2017, the desktop, mobile, and tablet <a href="http://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/united-states-of-america" target="_blank">share </a>was:</p>
<table style="margin-left: 40px;" cellpadding="2">
<tbody>
<tr>
<td>Desktop </td>
<td>52.28%</td>
</tr>
<tr>
<td>Mobile</td>
<td>38.9%</td>
</tr>
<tr>
<td>Tablet</td>
<td>8.82%</td>
</tr>
</tbody>
</table>
<p>
<strong><em>Findings</em></strong>: Insurance consumers access our customers’ sites more on desktop computers than on mobile devices and tablets. But, <a href="https://www.getitc.com/blog/marketing/2017/05/10/mobile-and-insurance-take-the-long-view#.WVanLIQrKUk" target="_blank">mobile </a>should still be taken seriously. </p>
<p> </p>
<h2>Top Channels</h2>
<p> </p>
<p>
Where does traffic on our customers’ websites come from?</p>
<p>
<img src="/images/blog/JohnDessommesBlogs/TopCHannels.jpg" alt="Top Channels pie chart" style="vertical-align: middle; margin: 5px auto; width: 50%; max-width: 300px; border-width: 1px; border-style: solid;" /></p>
<p><strong><em>Findings</em></strong>: As an internet marketer, 42.06 percent direct traffic stands out like a sore thumb. If this figure seems high to you, it is. <br />
<br />
Direct traffic is <a href="http://www.seerinteractive.com/blog/direct-traffic-is-dark-traffic-and-thats-ok/" target="_blank">not </a>only encompassed by a saved bookmark and typing in a URL by hand. Direct traffic also includes the following: </p>
<p style="margin-left: 40px;">
•<span style="white-space: pre;"> </span>Clicking on a link from a secure HTTPS page to a non-secure HTTP page <br />
•<span style="white-space: pre;"> </span>Tapping on a link in many mobile and even social apps <br />
•<span style="white-space: pre;"> </span>Clicking on a link in an email program <br />
•<span style="white-space: pre;"> </span>Clicking on a link shared in an instant messenger, Google Hangout, video chat, etcetera <br />
•<span style="white-space: pre;"> </span>Clicking on certain image or mobile searches <br />
•<span style="white-space: pre;"> </span>Your traffic being deliberately obscured<br />
•<span style="white-space: pre;"> </span>Clicking on an untagged link in a document like a PDF <br />
•<span style="white-space: pre;"> </span>Clicking through a shortened, untagged URL<br />
•<span style="white-space: pre;"> </span>Clicking on a link in any sort of installed software</p>
<p> </p>
<h2>Percentage of Total Conversions</h2>
<p>
<br />
<a href="https://www.getitc.com/blog/marketing/2017/05/03/3-simple-reasons-why-your-insurance-website-isnt-converting-visitors-into-leads#.WVaqJoQrKUk" target="_blank">Conversions </a>occur when a website visitor buys a product or fills out a form. It’s when visitors do what you want them to on your website. The below chart indicates the type of online traffic that resulted in the most conversions. </p>
<p><img src="/images/blog/JohnDessommesBlogs/Conversions.png" alt="conversions by traffic source chart" style="vertical-align: middle; margin: 5px auto; max-width: 100%; border-width: 1px; border-style: solid;" /><br />
<br />
<strong><em></em></strong></p>
<p><strong><em> </em></strong></p>
<p><strong><em>Findings</em></strong>: 62.09 percent is an incredibly high conversion rate for insurance. The <a href="https://www.marketingsherpa.com/article/chart/conversion-rates-organic-traffic" target="_blank">average </a>organic traffic conversion rate for the insurance industry is 14 percent. (Note that insurance falls under the category of professional, personal and financial services, including banking.) Why the large difference? Website architecture and how agencies define conversions are two main factors to consider.</p>
<p><em><br />
Does any of these data surprise you? If you keep track of your own Google Analytics, how does your data compare? Let us know in the comments below.</em></p>
<div> </div>urn:uuid:1167Reach Clients and Prospects With These 10 July Content Ideas - Agency Marketing BlogReach your agency's clients and prospects through your blog, newsletter, or social media posts. Here are 10 content ideas to get you started. 2017-06-28T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/July2017.jpg" alt="10 content ideas for July graphic" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />You follow up on your prospects. You carefully assist each client. You might even think about updating your agency’s advertising for an extra boost. <br />
<br />
But wait - you’re forgetting something. <br />
<br />
When was the last time you posted on your social media pages, blog, or sent an email newsletter? If it’s been a few weeks, don’t let more time pass without connecting with your readers and followers. <br />
<br />
Here are <a href="https://www.getitc.com/blog/tag/10%20ideas/">10 new content ideas</a> to get you started.<br />
<br />
<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Personal Watercraft Safety </h2>
<br />
We’re well into summer, which means it’s time to get out on the water. Have you informed your clients yet about personal watercraft coverage? Or you can write up your own safety tips and hazards to watch out for. <br />
<br />
<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Independence Day - July 4th</h2>
<br />
Don’t let this holiday pass you by without at least posting something on social media. Remember, you can easily <a href="https://www.facebook.com/help/389849807718635" target="_blank">schedule </a>Facebook posts ahead of time. And, if you’re closed on this holiday, <a href="https://www.getitc.com/blog/marketing/2016/06/29/youre-closed-on-july-4th-so-what#.WVLGCusrKUk">consider this</a> before sending an out of office email. <br />
<br />
<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>“Why is My Premium Going Up?”</h2>
<p> </p>
No insurance agent is a stranger to this question. Luckily, you’re the insurance expert here. Write up your answer and post it to your blog. This type of informational post will be helpful to customers years from now. <br />
<br />
<h2>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Chocolate Day – July 7th</h2>
<p> </p>
Oh yes, there’s a holiday specifically for chocolate. And, there are all sorts of ways to mark this holiday. Bring some chocolate candy to the office for customers who come in that day. Post the recipe for your favorite chocolate-flavored dessert. A simple post of your Facebook or Twitter page works too. <br />
<br />
<h2>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Driverless Vehicles – What’s Your Take?</h2>
<p> </p>
They’re not quite flying cars, but they might as well be. Autonomous is popular buzzword in the insurance industry, at least for now. What’s your take on the driverless car phenomena? I suggest putting your thoughts into a long-form blog post. It’s a good idea to link to your news sources to keep readers on the same page. <br />
<br />
<h2>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Tropical Storm and Hurricanes: How They Get Their Names</h2>
<br />
It’s a question some people might not even realize they want to ask. Have you ever wondered how tropical storms and hurricanes get their names? Your customers probably have. This fun tidbit would make a helpful graphic to share on your social networks. <br />
<br />
<h2>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Electrical Fire Safety</h2>
<p> </p>
Did you know home electrical fires result in <a href="http://www.esfi.org/resource/home-electrical-fires-184" target="_blank">$1.3 billion</a> worth of property damage every year? It’s worthwhile to dedicate this month’s insurance blog post to this subject. What should homeowners watch for? <br />
<br />
<h2>8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Don’t Open Suspect Emails</h2>
<br />
Unfortunately, cyberattacks have become part of our everyday reality. As an agent, you should be <a href="https://www.getitc.com/blog/management/2017/05/30/insurance-agents-time-to-get-serious-about-cybersecurity#.WVLOXOsrKUk">taking active steps</a> to protect your customer data. Part of that is ignoring suspect emails. But, are your clients savvy enough to identify a wolf in sheep’s clothing lurking in their inboxes? Inform them!<br />
<br />
<h2>9.<span class="Apple-tab-span" style="white-space: pre;"> </span>Lightning </h2>
<br />
Severe summer thunderstorms bring lots of rain, wind and lightning. Are your clients covered when lightning strikes damage their home or property? You know what to do. <br />
<h2>10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Survey Says…</h2>
<p> </p>
Did you know you can run polls on Facebook and Twitter? You can even set up a survey in AgencyBuzz (<a href="https://attendee.gotowebinar.com/recording/4440651867888105474" target="_blank">here’s a video how-to</a>). Ask customers a whimsical question, like their favorite ice cream flavor. Or try something more serious, like their preferred contact method. Either way, you’ll learn something new about them. <br />
<div> </div>urn:uuid:1166So You Want to Start an Independent Insurance Agency? - Agency Management BlogThinking about starting your own independent insurance agency but not sure what to do first? Here’s an overview.2017-06-27T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/BeckySchroederBlogs/how-start-insurance-agency.jpg" alt="next step image" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Congratulations on starting your own independent insurance agency! You’re in good company. Did you know 3,000 new agencies have started in the past five years? (Independent Insurance Agents and Brokers of America’s <a href="http://www.independentagent.com/Resources/Research/AgencyUniverseStudy/agency-universe.aspx?sid=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%3d%3d-Hs3zEQoNFwI%3d" target="_blank">2016 Agency Universe Study</a>).<br />
<br />
It doesn’t matter if you’re brand new to the industry or you’ve been in it a few years. Owning your own agency can be both exciting and challenging. <br />
<br />
This is an overview of the steps you need to take to start an independent insurance agency. In future posts, we’ll look at these steps in more depth.<br />
<br />
<strong>1. Get your license(s). </strong><br />
<br />
What license you need will depend on your state and the lines of business you plan to sell. <br />
<br />
Contact your local association chapter. Two of the biggest: Professional Insurance Agents (PIA) or Independent Insurance Agents and Brokers of America (Big I, aka IIABA). They are a great resource for what type of license you need and how to get it. Also, check out your state’s Department of Insurance.<br />
<br />
<strong>2. Talk to your lawyer. <br />
</strong><br />
If you have a non-compete or other contractual issues, a lawyer can help you navigate that. They can also give you advice on the business type that is right for you. <br />
<br />
For example, whether to create your agency as an LLC or S-Corp. Different types have different tax and liability implications. You definitely want to talk to a lawyer on this one.<br />
<br />
<strong>3. Raise capital. </strong><br />
<br />
Are you going to start your agency from scratch? Or, are you going to buy a book of business? Either way, you will need capital to get started. <br />
<br />
Capital is also necessary to pay for office space, furniture, hardware, insurance agency software, E&O insurance, etc. The amount may vary depending on your plan. <br />
<br />
<strong>4. Create your business plan. </strong><br />
<br />
Whether you are trying to get a carrier appointment or apply for a business loan, people are going to ask to see your business plan. Here are the five topics to cover in your business plan:</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Who are the people responsible for implementing your plan? What are their skills, knowledge and backgrounds?<br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>What is the opportunity? Who is your target customer? What are your products/services? How will you position your agency against the competition? (Hint: this is where your <a href="https://www.getitc.com/blog/marketing/2013/03/25/how-to-create-an-insurance-agency-marketing-plan" target="_blank">agency marketing plan</a> comes in.) <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>How is the business environment relevant to your agency’s operations? Can you show you understand the impact regulations, the economy, competitors, etc. can have on your business? How will you navigate or use these factors?<br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>What risks do you anticipate facing? What are your strategies to resolve these issues?<br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>What is your start-up budget, cash flow forecast, and production forecast?</p>
<p><strong>5. Get E&O insurance and meet your state legal criteria. </strong><br />
<br />
You may need errors and omissions coverage before getting your entity license. Carriers will require you to have E&O insurance.<br />
<br />
Check with your local association (PIA or Big I). They may offer E&O insurance or can help you find it. <br />
<br />
Also, register your business with the state. Get your taxpayer identification number from the IRS. <br />
<br />
<strong>6. Get access to insurance markets. <br />
</strong><br />
Before you can start selling, you need access to insurance markets. <br />
<br />
You can try to get direct appointments, though this can be difficult for a startup agency. You can also go indirect through an MGA, wholesaler or market aggregators. </p>
<p>More on access to markets in a future post.<br />
<br />
<strong>7. Find the right technology. </strong><br />
<br />
In this digital, connected world, <a href="https://www.getitc.com/blog/management/2015/11/17/4-technologies-you-shouldnt-work-without" target="_blank">technology is critical</a> to the success and growth of a modern insurance agency. <br />
<br />
<a href="https://www.getitc.com/!/comparative-rating-system?utm_source=managementblog&utm_campaign=BS062717&utm_medium=GetITC">Comparative rating system</a>. Agency management system. All necessary, but which insurance agency software do you start with? Depends. <br />
<br />
If you have more than a handful of carrier appointments, a comparative rater is worth the investment. It will save you so much time when quoting a policy. If you only have a few appointments, start with an agency management system. <br />
<br />
Don’t make the mistake of not starting with any systems. Once you go down that path, it can be a <a href="https://www.getitc.com/blog/management/2016/09/20/10-bad-habits-that-are-hurting-your-efficiency">hard habit</a> to break and a tough transition to work through. <br />
<br />
<a href="https://www.getitc.com/blog/management/2016/03/15/choosing-the-right-insurance-agency-software-vendor">Whichever system you choose</a>, start with good habits and <a href="https://www.getitc.com/blog/management/2015/12/15/are-you-using-the-right-technology">good technology</a>. Your agency will be more efficient and more productive.<br />
<br />
When you’re starting out, digital marketing may not be at the top of your priority list. One thing is a must: Your insurance agency website. <br />
<br />
I recommend that you secure your web domain and build a website when you’re starting out instead of waiting. (Check out this <a href="https://www.getitc.com/blog/marketing/2016/02/08/the-ultimate-guide-to-building-your-insurance-agency-website" target="_blank">ultimate guide</a> to building a website if you’re not sure where to start.)<br />
<br />
A great website doesn’t have to cost a lot. Find a website provider that can scale with you as you grow and your needs change. (This is why we offer<a href="https://www.getitc.com/products/websites/features.aspx"> multiple plans</a> so you can choose the one that best fits your needs.)<br />
<br />
<strong>8. Stay on top of trends. </strong><br />
<br />
Read trade publications, forums and <a href="https://www.getitc.com/blog/">blogs </a>for information, news and tips. Join your local association (PIA or Big I for example) for networking and education opportunities. <br />
<br />
Attend events like conferences or <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=managementblog&utm_campaign=BS062717&utm_medium=GetITC" target="_blank">webinars </a>where you can learn. Listen to podcasts; watch <a href="https://www.getitc.com/videos/" target="_blank">videos</a>. Don’t stop learning!</p>
<p> </p>
<p>Remember. This is just an overview of how to start an independent insurance agency. We'll cover some of these topics more in-depth in future posts. So stay tuned!</p>
<p> </p>
<p>Have you started your own agency? Leave a comment below with your best tips for new agency owners!<br />
<br />
<em>The <a href="https://www.getitc.com/blog/tag/modern_agency/">Modern Agency</a> monthly blog series discusses various topics related to the success and growth of independent insurance agencies in the modern market.<br />
</em></p>
<div> </div>urn:uuid:1164A Beginner’s Guide to Email Automation - Agency Marketing BlogWhat makes email automation so successful, and how can it work best for your insurance agency? Keep reading. 2017-06-26T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/HeatherGallowayBlogs/Communication.jpg" alt="email communication illustration" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Have you heard? Email automation is expected to drive the future of <strong><a href="https://www.getitc.com/products/automated-agency-marketing/?utm_source=Marketingblog&utm_campaign=HC062617&utm_medium=GetITC" target="_blank">email marketing</a></strong>. <br />
<br />
But, you may be wondering what exactly it is and how your insurance agency can implement it. I’m here to dive into the basics and show you how easy and beneficial email automation can be.<br />
<br />
<h2>What is Email Automation, Anyway?</h2>
<p>
<br />
<a href="https://www.getitc.com/products/automated-agency-marketing/features/automatic-event-handling">Email automation</a> is the act of using email marketing software to automatically send emails when a trigger occurs.<br />
<br />
In other words, it’s an email campaign that sends emails to a specific person when certain criteria are met. The campaign is always active.<br />
<br />
Email automation’s primary goal is to deliver the right message to the right recipient at the right time. This creates customized and relevant email experiences for your clients. </p>
<p>
<br />
There are several types of automated campaigns, but here are a few common categories.</p>
<p> </p>
<p style="margin-left: 40px;">
1.<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Action-Based</strong>: Emails go out when someone performs a designated action. An action could be a website visit, form submission, or subscription request.<br />
<br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Sales Cycle-Based</strong>: Emails go out to a contact based on where they are in the buying journey. For example, a welcome campaign sends to a new customer. Or, a lead nurturing campaign when a quote is requested. <br />
<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Event/Date-Based</strong>: Emails go out on a specific date or event every year. Holidays and birthday emails are common examples. Insurance agents can also send out notices for open-enrollment deadlines.<br />
<br />
4.<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Policy-Based</strong>: Emails go out to a contact based on their specific policy details. A campaign could go out when a policy is approaching renewal date, payment is due, or a carrier changes.<br />
<br />
5.<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Engagement-Based</strong>: Emails go out to a contact based on how they interact with your emails. Interactions could be positive, like opening or clicking your emails. They can also be negative, like a decline in opens or clicks.</p>
<p> </p>
<h2>What’s All the Fuss About?</h2>
<br />
Not only does email automation generate 70.5 percent higher open rates and <a href="https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/" target="_blank">152 percent higher</a> click-through-rates, they also produce a lot of other positive long-term effects.<br />
<br />
<h3>Better Customer Experience </h3>
Imagine how your clients would feel if every time they received an email from you it was at the exact moment when they needed that specific information? It’s like you’re a mind-reader! <br />
<br />
That level of proactive communication can build deeper relationships. That could ultimately drive revenue, maximize referrals, and increase policy retention.<br />
<br />
<h3>Optimal Efficiency</h3>
How much time does your insurance agency spend on manually communicating the same message to each of your clients? By executing an automated email campaign, you can create a <a href="https://www.getitc.com/blog/marketing/2015/07/13/why-your-insurance-agency-needs-a-drip-campaign#.WUlq2OsrLmE" target="_blank">multi-message drip</a> one time. Let it do the work for you as clients interact with your agency. <br />
<br />
Email automation can reduce the time and costs associated with repetitive tasks. Think about what you could do with all the extra time and energy!<br />
<br />
<h3>Around-the-Clock Interaction</h3>
Consumers are evolving to an on-the-go mentality for absorbing information and communicating. Your insurance agency shouldn’t be left behind! <br />
<br />
Email automation allows you to connect with anyone, anytime, all the time. You can provide 24/7 responses without having to stay open 24/7.<br />
<br />
<h2>Okay. I’ll Try It. But Where do I Even Begin?</h2>
<p>
<br />
Creating these highly-targeted and timely campaigns may seem intimidating. But, it’s a lot easier to do than you think! In three easy steps you can immediately implement email automation.</p>
<p> </p>
<p style="margin-left: 40px;">
1.<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Gather Your Data</strong>. Before you can trigger campaigns automatically, find out what triggers are available. Look at the information on your contacts to see what types of campaigns you can implement.</p>
<p style="margin-left: 80px;">
a.<span class="Apple-tab-span" style="white-space: pre;"> </span>What kind of tracking do you have on your websites or form submissions?<br />
<br />
b.<span class="Apple-tab-span" style="white-space: pre;"> </span>Do you record and regularly update records as clients move in and out of the sales funnel? Policy information?<br />
<br />
c.<span class="Apple-tab-span" style="white-space: pre;"> </span>Do you have birthdates recorded for your clients?</p>
<p style="margin-left: 80px;"> </p>
<p style="margin-left: 40px;">
2.<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Map Out the Campaign Flow and Logic</strong>. Take a moment to map out the flow of your campaign. Don’t be afraid to use a dry erase board or blank sheet of paper to draw things out.</p>
<p style="margin-left: 80px;">
a.<span class="Apple-tab-span" style="white-space: pre;"> </span>What action will start the campaign for the recipient?<br />
<br />
b.<span class="Apple-tab-span" style="white-space: pre;"> </span>What action will remove the recipient from the campaign?<br />
<br />
c.<span class="Apple-tab-span" style="white-space: pre;"> </span>How many emails in the campaign?<br />
<br />
d.<span class="Apple-tab-span" style="white-space: pre;"> </span>How much time between emails in the campaign?</p>
<p style="margin-left: 40px;">
<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Create Your Email Content</strong>. You know your audience, flow, and number of emails for your campaign. It’s time to sit down and write your content.</p>
<p style="margin-left: 80px;">
a.<span class="Apple-tab-span" style="white-space: pre;"> </span>What information do my recipients need?<br />
<br />
b.<span class="Apple-tab-span" style="white-space: pre;"> </span>What action do I need my recipients to make?<br />
<br />
c.<span class="Apple-tab-span" style="white-space: pre;"> </span>What tone, message, and content matches my <a href="https://blog.hubspot.com/blog/tabid/6307/bid/33491/everything-marketers-need-to-research-create-detailed-buyer-personas-template.aspx" target="_blank">audience persona</a>?</p>
<p> </p>
<h2>Any Last Minute Advice?</h2>
<p>
Here are best practices I’ve gathered during my experience with email automation.<br />
<br />
As with any kind of email or campaign you run, <strong>monitor your results frequently</strong>. It’s easy to get stuck in autopilot when email automation is doing all the work. But, don’t forget to check in with your campaigns and making any necessary adjustments.<br />
<br />
<strong>Update your data as often as possible</strong>. Remember that automation creates a relevant and timely connection. If your data isn’t updated often, you may risk sending outdated information.<br />
<br />
<strong>Use personalization</strong>. The best part of an automated email campaign is it provides a customized experience. Take things even further by using <a href="https://www.getitc.com/blog/marketing/2016/11/09/email-personalization-its-not-what-you-think-it-is#.WUmDvOsrLmE" target="_blank">email personalization techniques</a>. Use the recipient’s name or tailor the messaging to take things to the next level. Your recipients will appreciate the attention to detail.<br />
<br />
<strong>Remember the big picture</strong>. You engage with your database in many ways at different times with different messages. Before you get overly excited and create tons of new automated campaigns, take a step back. Consider all available automated campaigns you can run and prioritize to avoid over-saturation for your audience. Nobody likes a cluttered inbox.</p>
<p> </p>
<div> </div>
<em>What about you? Do you have any advice or tips for email automation beginners?</em>urn:uuid:1163Security Update: Windows Vista and InsurancePro - Agency Management BlogInsurancePro Users with the Windows Vista Operating system will no longer be able to access InsurancePro after July 1, 2017. 2017-06-21T10:00:00Z2024-03-19T05:52:04ZWe are making a change to InsurancePro that will affect users' access.<br />
<br />
Starting July 1, 2017, any InsurancePro user that uses a Windows Vista-operated computer or laptop will no longer be able to access InsurancePro.<br />
<br />
<h2>Why Access is Ending</h2>
We are making this change because Microsoft <a href="https://support.microsoft.com/en-us/help/22882/windows-vista-end-of-support" target="_blank">discontinued support of Windows Vista</a> as of April 11, 2017. Without support by Microsoft, Windows Vista-operated devices are <strong>unprotected </strong>from viruses, malware and spyware software that can steal personal information and compromise other agency workstations or network servers.<br />
<br />
<h2>A Proactive Step</h2>
Changing an operation system can be difficult. But, we also want to make sure users' data remains safe. We are confident this precaution will help maintain a safe and secure environment for your agency and client information.<br />
<br />
<h2>What You Can Do</h2>
To avoid any interruptions and better safeguard client information, we advise <strong>upgrading your computers</strong> as soon as you can. Your IT person should be able to help with upgrading to a supported operating system. There are also helpful articles <a href="https://www.windowscentral.com/how-upgrade-windows-vista-windows-10" target="_blank">like this one</a> with more information about upgrading.<br />
<br />
<em>If you have questions, please call us at (800) 383-3482, option 4.</em>urn:uuid:1162Don’t Hit Pause On Your Search Visibility Efforts - Agency Marketing BlogOnce you've achieved your insurance agency's SEO goals, it's not time to sit back and relax. 2017-06-21T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/ITC-Don't-Hit-Pause-On-Your-Search-Visibility-Efforts.jpg" alt="ITC don't hit pause on search visibility efforts blog image" style="float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Your search visibility efforts are paying off.<br />
<br />
Your <strong><a href="https://www.getitc.com/!/insurance-website">insurance website</a></strong> is showing up on the first page of results for relevant searches. And your website traffic and leads are increasing. All that time and effort you’ve spent to get here has been well worth it.<br />
<br />
Time to hit the pause button on your <a href="https://www.getitc.com/blog/tag/seo/">SEO</a>, right?<br />
<br />
Wrong.<br />
<br />
Here’s why search visibility work is never done.<br />
<br />
<h2>The Zero-Sum Game</h2>
<p>
<br />
<a href="https://www.youtube.com/watch?v=7bF38rT7et0" target="_blank">It’s good to be the king.<br />
</a><br />
When your agency website is on the first page of insurance search results, life is good. Good rankings give you access to a targeted group of potential customers. But chances are, you’re not the only one vying for these prospects.<br />
<br />
SEO is very much a zero-sum game. There are clear winners and losers.<br />
<br />
Looking to increase your website’s visibility? Your goal is to replace the websites on the first page with your own. Ranking well for relevant terms? Others are trying to knock you off.<br />
<br />
Don’t let them! Keep your search visibility campaigns active and avoid these three pitfalls.</p>
<p> </p>
<h2 style="margin-left: 40px;">1.<span class="Apple-tab-span" style="white-space: pre;"> </span>The Stagnant Website</h2>
<p style="margin-left: 40px;">
<br />
This is the most common cause of search visibility declines. It generally comes about once an agency website hits its SEO goals. Since the website has plenty of visibility, agency owners take their foot off the gas. Initiatives such as keyword targeting, content updates and <a href="https://www.getitc.com/videos/2017/05/02/what-a-neglected-blog-says-about-you#.WUltB-srKUk">blogging dry up</a>. The agency stops looking for external link opportunities or duplicate business listings.<br />
<br />
At first, nothing happens. But within a month’s time, some of those high rankings start to disappear. Website traffic and leads also decline. More active websites take over those coveted first page spots.<br />
<br />
Alarmed, the agency restarts its search visibility work. But there’s no guarantee that they’ll get their lofty rankings back. New websites will stay in those first page positions if they're getting clicks. So, the agency will have to work extra hard to unseat them.<br />
<br />
<a href="https://www.youtube.com/watch?v=6pLRkv_YZRc">With great power comes great responsibility</a>. Don’t squander both through inaction.<br />
<br />
</p>
<h2 style="margin-left: 40px;">2.<span class="Apple-tab-span" style="white-space: pre;"> </span>The Domain Switch</h2>
<p style="margin-left: 40px;">
<br />
This is both a crime of oversight and ambition. It happens when an agency changes their domain name without a plan in place.<br />
<br />
The agency will expect to keep its the search rankings from the old domain when it flips the switch. But instead, they’ll up back at square one.<br />
<br />
Why? Search engines analyze websites on a domain-by-domain basis. So, switching to a new domain without proper preparation is like hitting the reset button on SEO. Rankings go away, and so do traffic and leads.<br />
<br />
What’s more, it will likely take some time to get that lost visibility back. Search engines look at domain trustworthiness when ranking websites. And it takes time to build trust. So, an agency's search visibility will often dip in the months after an abrupt domain switch.<br />
<br />
Now, this doesn’t mean domain switches are a bad thing. But it’s important to prepare for them. Redirect all pages from the old domain to the new one. Update external links to point to the new web address. Keep updating website content.<br />
<br />
These tactics will take some work, but they can help raise the trust levels of the new domain. And that might be enough to reclaim the lost search visibility.<br />
<br />
Switch domains if you feel you must. But <a href="https://www.youtube.com/watch?v=oF2UrYSDb3k" target="_blank">choose wisely</a>.<br />
<br />
</p>
<h2 style="margin-left: 40px;">3.<span class="Apple-tab-span" style="white-space: pre;"> </span>The Late Payment</h2>
<p style="margin-left: 40px;">
<br />
First a quick note: Always pay your web hosting and domain registration bills.<br />
<br />
Why? Web hosts and domain registrars keep websites online. When website owners stop paying their bills, their sites go dark. <br />
<br />
A downed website is not pretty. It leads to an ugly <em><a href="https://www.getitc.com/blog/marketing/2017/02/15/404-blog-entry-not-found#.WUlttesrKUk">404 Not Found</a></em> page, which can scare away users. And if search engines can’t access a site, they’ll drop it from search results.<br />
<br />
Think a late payment and a mea culpa will fix things? Think again. Paying up might get the website back online, but the search rankings will be gone for good.<br />
<br />
The website owner will likely need to resubmit the sitemap to the search engines to get the site indexed. Then, they'll need to undertake months of work to get that visibility back.<br />
<br />
So, what does skipping a payment get you? <a href="https://www.youtube.com/watch?v=2WZ1ALkP5Ck" target="_blank">Pain</a>.</p>
<p> </p>
<h2>Stay Active</h2>
<br />
Hitting pause on your SEO is the quickest way to get thrown off the search mountain. It’s vital you continue to keep your search visibility campaigns active.<br />
<br />
Keep improving your website’s <a href="https://www.getitc.com/blog/tag/user%20experience/" target="_blank">user experience</a>. Don't stop looking for common consumer questions about your industry. Continue to post relevant content. And don't forget to scour for quality external link opportunities.<br />
<br />
Most of all, put your consumers first at all times. Your livelihood depends on it.<br />
<br />
Need help with your search visibility efforts? ITC offers managed SEO services. <a href="https://www.getitc.com/solutions/agency-marketing/consultation/?utm_source=marketingblog&utm_campaign=DB062017&utm_medium=Getitc">Contact us</a> to get started.urn:uuid:1161Operation Agency Success: Answering the Mobile Website Design Debate - ITC VideosShould your insurance website design be adaptive or responsive? ITC President Laird Rixford answers this FAQ.2017-06-20T09:00:00Z2024-03-19T05:52:04Z<img alt="" style="display:none;" src="/images/blog/oas/laird-rixford-2017-mobile-design.jpg" /><iframe style="margin-top:8px;" src="https://player.vimeo.com/video/222244116?color=ff9933&autoplay=1" width="654" height="368" frameborder="0"><noframes><img alt="" src="/images/blog/oas/laird-rixford-2017-mobile-design.jpg"></noframes></iframe>
<p> </p>
<p>ITC President <a target="_blank" href="https://www.linkedin.com/in/lairdrixford">Laird Rixford</a> answers the number one insurance website design question we get... Should my insurance agency website be adaptive or responsive?</p>
<p> </p>
<h2 class="subtitle">Related Articles</h2>
<p><a href="https://www.getitc.com/blog/marketing/2017/03/01/adaptive-vs-responsive-mobile-websites-in-insurance-a-research-report">Adaptive vs Responsive Mobile Websites in Insurance, a Research Report</a><br />
<br />
<a href="https://www.getitc.com/blog/marketing/2017/05/10/mobile-and-insurance-take-the-long-view">Mobile and Insurance: Take the Long View</a><br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/09/21/why-mobile-matters-for-your-insurance-agency">Why Mobile Matters for Your Insurance Agency</a></p>
<p> </p>
<h2 class="subtitle">Video Transcript</h2>
Since 2007 the mobile revolution has hit every aspect of our lives. It has changed the way we communicate, shop and entertain ourselves. It has even changed the insurance industry.<br />
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Now we can use apps and mobile websites in all parts of the insurance process. This includes research, quote comparison, purchase, payment and management of our policies.<br />
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A lot of pixels and ink have been spent telling agencies they need to embrace mobile. The good news, most agencies have. The bad news, they’re not doing it right. <br />
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It’s the number one question we get when helping agencies further their online presence. Should my <strong><a href="https://www.getitc.com/!/insurance-website-designs?utm_source=OASVideos&utm_campaign=OAS062017&utm_medium=GetITC">insurance website design</a></strong> be adaptive or responsive?<br />
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Adaptive websites change according to the device you are using. <br />
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This mobile website design looks at characteristics that identify the user’s device. Then, it displays the appropriate version of the website accordingly. <br />
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There are a few drawbacks to using an adaptive website strategy. <br />
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First, you must create two separate websites for the mobile and desktop experience. Second, you need to maintain an up-to-date list of device characteristics. This list helps your website determine which version to display. <br />
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Finally, you will be creating duplicate content since it will be both on your mobile and desktop websites. This means you run the risk of search engines down ranking you for duplicate content. (Good news. You can overcome this by correctly using canonical tags. More about that below.)<br />
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The current rage in website design is responsive. <br />
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Most web designers prefer this tactic because it’s easier to deploy one website that meets the needs of both desktop and mobile users. <br />
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Responsive websites let you tailor your website for multiple screen sizes. It’s a single website for all devices.<br />
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It overcomes the three major drawbacks of adaptive designs. But, it has its own challenges. <br />
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First, mobile devices have limited screen real estate. Large amounts of content work well on a desktop but cause a scrolling nightmare on mobile. <br />
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Second, it is hard to develop navigation menus and calls to action that work on mobile as well as they do on a desktop. <br />
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Third, textual and graphical elements might not work as well as expected when they are scaled up or down depending on the devices. <br />
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Finally, a responsive design loads the same graphics for mobile and desktop. But, the two devices have different bandwidth and speed considerations. Large graphics that are better for a desktop experience can slow things down when viewed on a mobile device.<br />
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So which one is better for your agency?<br />
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Our website platform <a href="https://www.getitc.com/products/websites?utm_source=OASvideo&utm_campaign=OAS062017&utm_medium=GetITC">Insurance Website Builder</a> supports both responsive and adaptive designs. We have more than 4,200 unique insurance agency websites on the platform. Our analytics of more than four million unique visitors to those websites last year alone tell an interesting story. <br />
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The answer to whether you should use responsive or adaptive depends on the goal of your website. If your goal is to inform and educate your visitors hoping it will lead to an inbound phone call, then a responsive website is the way to go. <br />
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Responsive designs perform better for content driven websites. These are websites that drive education and thought leadership through regular blog posts. <br />
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Visitors on responsive websites stayed five times longer than they did on adaptive designs reading an average of two articles per session. <br />
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But, if you want your website to generate leads and provide 24/7 client service, then go with an adaptive website. <br />
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There are several key factors that determine a website’s performance… time on site, number of pages visited, bounce rate, page load speed, and goal conversion. <br />
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Last year, visitors to our clients’ websites spent 11 percent less time on adaptive websites while visiting 19 percent more pages. <br />
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Visitors to responsive websites bounced nine percent more often, meaning they left without finding what they needed. This is due to the differences between a curated adaptive mobile experience and responsive designs doing double duty.<br />
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Adaptive websites loaded an average of 280 percent faster than responsive designs. This is largely due to responsive websites having graphics that are about 385 percent larger for viewing on a desktop. <br />
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Now it’s time for the most important metric of website performance. The money maker… goal completions. <br />
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I’ve always said it. The real measure of a website is not the number of pages visited by a large amount of visitors but the submissions. <br />
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Since we only build websites for the insurance industry, we have a specific set of goals we track... quotes, service requests, and contacts. <br />
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Across all goals per visitor, adaptive websites outperformed responsive sites 6 to 1. When looking only at the ratio of quote submissions per visitor the margin widened to 10 to 1. Meaning visitors on adaptive websites were ten times more likely to submit a quote. The one exception was people making contact submissions, where both designs performed identically.<br />
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We explored this oddity further and found the reason adaptive websites perform better. It all has to do with the data that insurance agents collect with their website forms.<br />
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Collecting the correct information from a consumer is a delicate process. The more information you can get, the better qualified the lead. But, there are a few fields that can stop the buying process cold. <br />
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Mobile devices present a new challenge, the on-screen keyboard. Have you ever typed a VIN number using a virtual keyboard? Jumping back and forth between the letters and numbers gets old quick. <br />
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Also what happens when you combine this with asking too many questions? Consumers are quick to abandon the process. This is where a key tenet of responsive design falls short. <br />
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In the majority of responsive designs, you ask the same questions on mobile as you would on a desktop. <br />
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Adaptive websites are different. You don’t ask the same questions on both devices. They will ask a limited set of questions with mobile friendly entry and leave the full set for the desktop experience.<br />
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So, from our research it seems adaptive websites are best for the insurance industry. They provide a better user experience culminating in more leads for the agency.<br />
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But what if you have a responsive design already? It’s not the end of the world. There are things you can do to maximize your website’s performance. Check out our blog post (link below) on this research for the 10 tips to make sure your responsive website performs for your agency.<br />
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Either way, a mobile friendly website is always a good idea.urn:uuid:1160Basics for Writing a Guest Blog - Agency Marketing BlogYou've landed yourself a guest blog on another site. Now what?2017-06-19T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/JoshBoweBlogs/GuestBlog.jpg" alt="Blogging word cloud" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Congratulations! You’ve gotten a chance to write a guest blog post for another business’ website. That’s great news because guest blogging is one way to get <a href="https://www.getitc.com/blog/tag/backlinks/">backlinks </a>for your <strong><a href="https://www.getitc.com/!/insurance-website">insurance website</a></strong>.<br />
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With a guest blog you’ll be able to flex your expertise. You can open up your agency to a new audience. Plus, you’ll improve your SEO with a quality backlinks to your agency’s website. <br />
<br />
Now the question is this: What are you going to write?<br />
Guest blogging doesn’t have to be difficult, so long as you follow a couple of tips while you’re writing. Here are basic guidelines to follow if you get the opportunity to guest blog on another website.<br />
<br />
<h2>Do Some Research Before Writing</h2>
Before you start typing out your blog, do some research on the website you are writing for. Check their tone and try to match it. You don’t want to use an overly formal tone if theirs is more laid back, or vice versa.<br />
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See how the owner of the website formats their blog posts. Try to mimic the feel of the website so regular visitors won’t feel your blog is out of place, or spam.<br />
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<h2>Try to Educate and be a Thought Leader</h2>
Never make assumptions when you’re writing a guest blog. You never know who is going to read it. It’s safe to assume most who read are beginners on whatever topic you’re writing about. Going over the heads of readers doesn’t help anyone or yourself.<br />
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Meanwhile, try selling yourself a bit. You’re the expert. You want potential customers to know you know what you’re talking about.<br />
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<h2>Send Readers to the Right Place</h2>
<p>
The ultimate goal of the guest blog is to link back to your agency’s website. <br />
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You want to inform the people you’re writing to. Know your audience when linking back to your website. Send those readers to the right place.<br />
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Let’s say you’re writing an auto insurance blog for a local auto repair shop or car dealership. Make sure to link to your auto insurance line of business page. Or, link to your auto insurance quote form. Don’t link to just your home page, or another part of your website unrelated to wherever your guest blog is posted.<br />
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Linking to the specific area of interest will give you a better chance of getting a quote filled out. The reader won’t have to click around or, more likely, bounce off the page.</p>
<p> </p>
<p>These basic tips should get you started on a guest blog that’ll please the business you’re writing for and their online visitors. Plus, you’ll get a nice backlink for your agency website.</p>
<div> </div>urn:uuid:1159Masters of Marketing - Read Me: How to Get Your Recipients to Actually Read Your Emails - Agency Marketing BlogFrustrated at your low open rate? Try these strategies to get email recipients to finally read your agency emails. 2017-06-15T13:00:00Z2024-03-19T05:52:04Z<p>In the June 2017 edition of Masters of Marketing, AgencyBuzz Product Manager Heather Cherry discussed how to get your agency's emails opened and read. </p>
<p>If you missed the presentation, view the recording <a href="https://attendee.gotowebinar.com/recording/188264261837723660" target="_blank">here</a> or click through the slides below. </p>
<p> </p>
<iframe src="//www.slideshare.net/slideshow/embed_code/key/I9jlwxzZYn01oN" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;"> </iframe>
<div style="margin-bottom:5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/read-me-how-to-get-your-recipients-to-actually-read-your-emails" title="Read Me: How to Get Your Recipients to Actually Read Your Emails" target="_blank">Read Me: How to Get Your Recipients to Actually Read Your Emails</a> </strong> from <strong><a target="_blank" href="https://www.slideshare.net/InsTechCorp">Insurance Technologies Corporation (ITC)</a></strong></div>
<p style="margin-bottom:5px;"><strong> </strong></p>
<p style="margin-bottom:5px;">Don't forget to <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=Marketingblog&utm_campaign=HC061517&utm_medium=GetITC">join us</a> for the next round of Masters of Marketing in which Bob Flor from Peachstate Insurance will be hosting a live Q&A.</p>
<p style="margin-bottom:5px;"> </p>urn:uuid:1158Our Biggest Agency Marketing Pet Peeves - Agency Marketing BlogThe Insurance Website Builder team reveals their top pet peeves regarding insurance agency marketing.2017-06-14T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/FacePalm.jpg" alt="girl with head in hands by laptop" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Pet peeves are like noses. Everyone has them, and they’re all different. <br />
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We’ve seen a lot of <a href="https://www.getitc.com/!/insurance-website?utm_source=marketingblog&utm_campaign=EK06142017&utm_medium=Getitc">insurance websites</a> here at ITC. Folks come to us with websites of all shapes and sizes. We get to work with a variety of insurance agencies across the country. <br />
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We love building a personalized and professional website for each client. After creating thousands of websites, we have a confession to make. There are some pet peeves that we can’t help but cringe at. <br />
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The following are based on our experiences and industry best practices. Take a look at some of our website, marketing, email marketing, SEO, and design pet peeves. <br />
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<h2>Our Website Pet Peeves </h2>
<p>
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<strong>When agents are not active in the website creation process</strong>. A website is a visual representation of that agency. If an agent is not active in the website process, they likely do not know their target market. If they don’t take time to understand who they are trying to reach, then <em>the website will be unsuccessful</em>. It is imperative for agents to create a website that reflects the feeling and mission of the agency.<br />
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<em>-<span class="Apple-tab-span" style="white-space: pre;"> </span>Karly Baker, Website Coordinator</em><br />
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<strong>Lack of customization</strong>. Not taking the time to set colors or fonts for the website’s headers or links. This reveals certain lack of attention to detail. Headers and links in particular are special and should draw attention. To do this, they need to be shown some attention. Pick some colors and fonts that will create a proper hierarchy.<br />
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<em>-<span class="Apple-tab-span" style="white-space: pre;"> </span>Kirsten Thornton, Front End Web Developer</em><br />
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<strong>Typos, typos, typos</strong>. We live in a world with a squiggly red line. If the squiggly red line pops up underneath a word, it’s spelled wrong. Fix it.<br />
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<strong>Stock content</strong>. It’s a pet peeve when I go to three different websites and see the same content. Not only is it bad for <a href="https://www.getitc.com/blog/tag/seo/">search engine optimization</a> (SEO), but it doesn’t set your agency apart.<br />
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<strong>Grainy or pixelated photos</strong>. I know this is something that everybody should have a pet peeve against, but it bugs me. It makes me think agents don’t care. It’s cringe-worthy.<br />
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<em>-<span class="Apple-tab-span" style="white-space: pre;"> </span>Matt Farrell, Website Coordinator</em></p>
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<strong>Linking a whole sentence, instead of only the action words</strong>. For example, “Adweek revealed that <a href="http://www.adweek.com/digital/81-shoppers-conduct-online-research-making-purchase-infographic/" target="_blank">81 percent of shoppers research a product online before purchasing</a>,” should be, “Adweek revealed that 81 percent of shoppers <a href="http://www.adweek.com/digital/81-shoppers-conduct-online-research-making-purchase-infographic/" target="_blank">research a product online</a> before purchasing.” <br />
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<em>-<span class="Apple-tab-span" style="white-space: pre;"> </span>Darmini Kara, SEO Consultant</em><br />
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</p>
<h2>Our SEO Pet Peeves</h2>
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<strong>Business owners think there’s someone sitting at a desk at Google updating <a href="https://www.getitc.com/blog/marketing/2016/12/05/the-most-important-seo-ranking-factors#.WUAaWOsrKUk">rankings</a></strong>. That’s not the case. Google uses algorithms to provide the most relevant results for each search. This happens billions of times each day, worldwide. Google is not focusing on rewarding or punishing websites. That’s a side effect of <a href="https://www.google.com/intl/en/about/our-story/" target="_blank">their main objective</a>.<br />
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<em>-<span class="Apple-tab-span" style="white-space: pre;"> </span>Dylan Brooks, SEO Consultant</em><br />
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<strong>Images that do not have <a href="https://www.getitc.com/blog/marketing/2015/10/28/7-steps-to-optimizing-images-for-seo#.WUAa8esrKUk">alt text</a></strong>. Even we sometimes don’t include that information, or use little text descriptive text. It is a simple step that helps with optimizing websites.<br />
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-<span class="Apple-tab-span" style="white-space: pre;"> </span>Stephanie Ewen, SEO Consultant<br />
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<h2>Our Design Pet Peeves </h2>
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<strong>When someone uses low resolution images</strong>. This is even including their agency’s logo sometimes. Make sure your logo is a vector image and photos are high resolution.<br />
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<strong>Weird or unreadable font</strong> can be distracting and make your website hard to navigate. Make it easy for your online visitors and use a simple, standard font.<br />
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<em>-<span class="Apple-tab-span" style="white-space: pre;"> </span>Jayci Morrison, Design & Media Specialist</em><br />
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<h2>Our Email Marketing Pet Peeves</h2>
<br />
<strong>Using RE: in a subject line</strong>. It’s misleading and feels like you’re trying to trick me into opening the email. The only time you should use RE: is if you are actually replying to an email.<br />
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<strong>CLICK. BAIT</strong>. It gives your agency a bad reputation and should be avoided. <br />
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<strong>Sending a mass apology</strong> email for trivial email errors, like grammar or punctuation. Everyone will probably understand that you meant <em>insurance </em>instead of <em>insunrance</em>. Apology emails can bring more attention to a mistake people likely didn’t notice.<br />
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<strong>Frequently sending the exact same email</strong> to the same person. If your message didn’t work the first time, it won’t work the second time. Readjust your messaging in future sends.<br />
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<em>-<span class="Apple-tab-span" style="white-space: pre;"> </span>Heather Cherry, AgencyBuzz Product Manager</em><br />
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<h2>Our Marketing Pet Peeves</h2>
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<strong>The all-my-leads-are-referrals-I-don’t-need-to-market mindset</strong>. Whenever I hear an agent say all their new business comes from referrals, I know one of two things are happening. Either they’re not tracking lead source and don’t know for sure where the leads come from. Or, they’re not growing. Referred leads are the best leads as they are more likely to close. But, rare is the business that can sustain growth on referrals alone. <a href="https://www.getitc.com/blog/marketing/2016/11/16/what-the-top-insurance-agencies-know-about-marketing-that-you-dont#.WUAgkusrKUk">Marketing is critical</a> to getting your agency out there. It’s vital to attracting traffic, interest and, ultimately, leads.<br />
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<em>-<span class="Apple-tab-span" style="white-space: pre;"> </span>Becky Schroeder, Vice President of Marketing<br />
</em>
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<strong>Abandoned social media pages.</strong> Or, social media profiles with weeks or months between postings. It shows you don’t care. This is a mistake considering the high expectations of today's online consumers. Take a few minutes in the morning to scroll, post and interact with followers. The key to <a href="https://www.getitc.com/blog/marketing/2017/04/10/what-top-insurance-agencies-know-about-social-media-that-you-dont#.WUA9GtyQyHs">social media success</a> is consistency, regularity.<br />
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<em>-<span class="Apple-tab-span" style="white-space: pre;"> </span>Emily Kaltman, Marketing Coordinator<br />
</em>
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<br />
<em>Do you have a marketing pet peeve? Leave it in the comments below! </em>urn:uuid:1157This is the Way: Christine Mason - Agency Rating BlogThis is the way Christine Mason from ITC works.2017-06-13T09:00:00Z2024-03-19T05:52:04Z<p><img alt="This is the Way: Christine Mason" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/ChristineMason/TitW-Christine-Mason.jpg" /><br />
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For <a target="_blank" href="http://linkedin.com/in/cpfundmason">Christine Mason</a>, it’s all about relationships. Christine’s energy and passion for the industry is clear in conversation. Her favorite thing about insurance? “It’s like a small family. We all know each other.”<br />
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Christine started in the insurance industry as an administrative assistant at a general agency in California. Shortly after her start, she was promoted to junior underwriter.<br />
<br />
Over the past 25 years, Christine has held many roles in the industry, first in California and then in Michigan when she moved home to be closer to her extended family as her own family grew.<br />
<br />
I talked with Christine about her time in the industry. This is the way Christine Mason works.<br />
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<><><><br />
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<strong>Location: </strong><br />
<br />
Bay City, Michigan, and southern California every 2-4 weeks for business. <br />
<strong><br />
Current gig: </strong><br />
<br />
Regional sales manager at the best tech company ever… ITC.<br />
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<strong>One word that describes how you like to work. </strong> <br />
<br />
Efficiently <br />
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<strong>Current mobile device: </strong><br />
<br />
iPhone 6S<br />
<br />
<strong>Current computer: </strong><br />
<br />
Thinkpad <br />
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<strong>Project(s) you’re currently working on: </strong><br />
<br />
Making TurboRater the #1 comparative rater in California!<br />
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<strong>Accomplishments you’re proud of: <br />
</strong><br />
Most number of sales in a year for ITC and The Go-Getter award at Cal-Surance. <br />
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<strong>What are your goals for the next 12 months? </strong><br />
<br />
For work it is the California market for TurboRater. <br />
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<strong>What are your biggest professional challenges? </strong><br />
<br />
It’s always tough leaving Luke for a few days, but he is always in good hands. <br />
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<strong>What do you like most about your job? </strong><br />
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Working with agents to help their agencies be more successful. <br />
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<strong>What technology, apps or tools can’t you live without (aside from your phone or computer)? </strong><br />
<br />
Bluetooth in my car. I love this new app a friend told me about called Free Prints, you get 85 photos printed for free each month, just pay minimal shipping costs. I love Facebook and Snapchat too. <br />
<strong><br />
What’s the most recent app you’ve downloaded but have yet to use? <br />
</strong><br />
I use all my apps. If I download and don’t like one, it immediately gets deleted. <br />
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<strong>Describe your workspace. </strong><br />
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Phone, laptop, PC, cell phone, pen and paper, and headset. <br />
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<strong>How do you manage your to-do list? </strong><br />
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Put them in order of priority of time sensitive issues first. <br />
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<img alt="Christine" style="width: 400px; height: 534px; vertical-align: middle;" src="/images/blog/ThisistheWay/ChristineMason/Christine-glasses.jpg" /><br />
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<strong>What’s your best time-saving tip or hack? </strong><br />
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I keep all of my emails that need a response open, and work on them throughout the day. <br />
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<strong>What’s the first thing you do when you get in the office? </strong> <br />
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Follow up on anything outstanding, check email and voicemail. <br />
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<strong>What is your best everyday habit? </strong><br />
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Waking my son up, and playing with him before he’s off to daycare.<br />
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<strong>What do you listen to while working? </strong><br />
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Nothing, I like to work in complete silence.<br />
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<strong>What are you currently reading? </strong><br />
<br />
“New Sales Simplified” by Mike Weinberg.<br />
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<strong>What’s your favorite blog and/or podcast? </strong><br />
<br />
<a target="_blank" href="http://www.thislifeilive.com/">This Life I Live</a> and some TED Talks<br />
<br />
<strong>Night owl or morning person? </strong> <br />
<br />
Both! I unwind watching my DVR recordings at night without commercial interruption. I get up early every morning to get Luke ready for his day. <br />
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<strong>What are you watching on Netflix right now? </strong><br />
<br />
No series, just movies. <br />
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<strong>How do you decompress? </strong><br />
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Have lunch with my BFF. We try to meet once a week if our schedules permit. <br />
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<strong>What gets you out of bed in the morning? </strong><br />
<br />
I’m grateful every single day, and my family is always first. Plus, the fact that I have a great job works too! </p>
<p> </p>
<p><img alt="Christine and her family" style="width: 400px; height: 400px; vertical-align: middle;" src="/images/blog/ThisistheWay/ChristineMason/Christine-family.jpg" /><br />
<br />
<strong>What does a typical day look like for you? </strong><br />
<br />
I get up early, walk down to my office, get things prepared… read and respond to some emails. Make lunch for my Luke, get his clothes laid out, gently wake him up, get him breakfast, then we are off to daycare. The rest of my day is dedicated to work. <br />
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<strong>Who are your business idols and why? </strong><br />
<br />
Zig Ziglar, Warren Buffett<br />
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<strong>What’s the best advice you’ve ever received? </strong><br />
<br />
To be the best listener you can be!<br />
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<strong>What would you be doing if you weren’t working at ITC? </strong><br />
<br />
Probably working for an insurance company as a regional sales manager/territory sales manager.<br />
<br />
<strong>Who would you like to see in a future <em>This is the Way </em>post?</strong><br />
<br />
Missy Alizadeh from Mapfre Insurance Company. <br />
<br />
<em>The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a target="_blank" href="http://twitter.com/instechcorp">Tweet us</a> or leave it in the comments below.</em></p>urn:uuid:1156If You Want Your Agency to Succeed, Eat More Donuts - Agency Marketing BlogThe key to success for independent insurance agencies may lie in these breakfast pastries.2017-06-12T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DonHobdyBlogs/Donuts.jpg" alt="donuts close up photo" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />I like donuts. Most people do. In fact, there are over 900 donut shops in the Dallas-Fort Worth area. So, I know I'm not alone loving the sugary breakfast treat. <br />
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There are more insurance agents than donut shops in DFW. Does this mean people like insurance more than donuts? Hardly. <br />
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We like choices, even if they may all seem like the same at first. But, not all donut shops are equal. <br />
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My favorite donut shop, <a href="http://www.glazeddonutworks.com/" target="_blank">Glazed Donut Works</a>, always has a line. It also takes five minutes to get a donut. Why would anyone wait five minutes for a hot glazed treat they can get at 900 other places? <br />
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Consider three things that make Glazed Donut Works special. Then, you can make your agency stand out as well.<br />
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<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>They take pride in what they do. </h2>
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They use the finest ingredients. They make their own yeast. As an independent agent, you should take pride in helping people every single day. <br />
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Make sure everyone at your insurance agency understands the value they provide. That way it will be evident to anyone who calls or walks in the door.<br />
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<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>They only sell donuts. </h2>
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Glazed has unique donuts. But, their grilled cheese with bacon donut is still a donut. No kolaches, bagels or breakfast burritos. Just donuts. And they’re experts. Specialists, even. <br />
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Agents need to be clearly seen as an expert or trusted advisor for a risk. Be it auto, home or liquor liability. Whatever the risk, make sure your clients understand you know what you are talking about.<br />
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<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>You can see the donuts made while you wait in line. </h2>
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You might be thinking this is great transparency. Actually, it is more about the customer experience. <br />
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While you wait in line to place your order, you see the eclectic selection. You observe the genesis. Your anticipation builds during the five minute wait. <br />
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Agents need to find ways to improve the client experience and increase engagement. This helps you move from the insurance agent down the street to my insurance agent down the street.<br />
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It's easy to tell yourself you're different from the agency down the street. But does the experience you provide consumers say the same thing? <br />
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<em>What do you think is the secret to agency success? Leave a comment below. </em><br />
<div> </div>urn:uuid:1155Small Business. Small Changes. Big Impact. - Agency Marketing BlogA recent survey sheds light on what online consumers expect from small business websites. 2017-06-07T10:00:00Z2024-03-19T05:52:04Z<img style="float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" alt="man standing with laptop computer" src="/images/blog/MattBlogs/ManWithLaptop.jpg" />One of the biggest things I hear from our customers is they lack the time it takes to update their <strong><a href="https://www.getitc.com/!/insurance-website?utm_source=marketingblog&utm_campaign=MF06072017&utm_medium=Getitc">insurance website</a></strong>. <br />
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I’m here to tell you, despite popular belief, there <em>are </em>enough hours in the day. <br />
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I won’t say your website doesn’t need attention and care. But, spending an hour per week or even a few hours per month updating your website can make all the difference.<br />
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<h2>Survey Says…</h2>
<p>
Don’t believe me? A <a target="_blank" href="http://www.vistaprint.com/hub/digital/ways-to-improve-website-experience/">recent survey</a> conducted by Vistaprint Digital can add some credibility to my claim.<br />
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The marketing group surveyed 5,300 adults on their online habits when it comes to small businesses (like yours). <br />
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First, a bit of inspiring news. They found over 40 percent of those surveyed visited a small business'website. That’s excellent news for Main Street America. It also provides proof that your website is necessary. </p>
<p>
<br />
So, now to the meat of the article. What are people looking for on a website? What can you improve in that hour a week I mentioned above to appeal to online customers and visitors?<br />
<br />
Sometimes the obvious answer really is the right one. </p>
<h2>Contact Info</h2>
<p>
We talk a lot about <a href="https://www.getitc.com/blog/tag/design/">design</a>, <a href="https://www.getitc.com/blog/tag/mobile/">mobile presence</a>, and <a href="https://www.getitc.com/blog/tag/seo/">SEO</a>. But, here is proof that sometimes people just want to reach out and talk to you. <br />
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When asked what is most likely to leave them with a bad impression, nearly 50 percent of respondents noted outdated contact information as their number one red flag.<br />
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</p>
<p><img style="width: 750px; height: 346px; float: left; margin: 5px; border-width: 1px; border-style: solid;" alt="contact info graph" src="/images/blog/MattBlogs/ContactInformation.png" /></p>
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<p>Agents with Insurance Website Builder can update their contact information in five minutes. Simply use the fill-in-the-blank pages within your administration console.<br />
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I know many clients work in home offices. In which case, I would suggest adding <em>something </em>to your website to give clients direction. That can be a city/state combination or a mailing address.<br />
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</p>
<h2>Content</h2>
<p>
The next graphic I want to look at comes from this question: “What’s most important when it comes to having a positive experience with a small business website?”<br />
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<img style="width: 750px; height: 277px; float: left; margin: 5px; border-width: 1px; border-style: solid;" alt="accurate content graph" src="/images/blog/MattBlogs/AccurateContent.png" /></p>
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<p>Take note the other responses pale in comparison to having solid, timely content. Those responses are the more time-consuming ventures. <br />
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Again, content can be updated fast and easily using your Administration Console. Many pages need as little effort as changing a paragraph or sentence to keep them up to date. This can be completed in 30 to 45 minutes. <br />
<br />
</p>
<h2>Recently Updated</h2>
<p>
Remember earlier when I said you only need to spend an hour per week updating your website? Check out this graphic:</p>
<p> </p>
<p><img style="width: 750px; height: 316px; float: left; margin: 5px; border-width: 1px; border-style: solid;" alt="outdated content graph" src="/images/blog/MattBlogs/Outdated.png" /></p>
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<p>Note in the above graphic that most people will give you a <em>six month</em> runway of timely content. <br />
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I would still suggest updating your website once a month or once a week to make sure you’re up-to-date. But, this goes to show that your website can be maintained on one hour a week, or a few hours a month.
</p>
<p> </p>
<h2>Shopping</h2>
<p>
The last graphic I want to look at is this one:</p>
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<p><img style="width: 750px; height: 272px; float: left; margin: 5px; border-width: 1px; border-style: solid;" alt="purchasing graph" src="/images/blog/MattBlogs/Purchase.png" /></p>
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<p>This part of the report asks the question: “How likely are you to visit or purchase something from a small business if it has a poorly designed or unprofessional website?”<br />
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Nearly half of the people surveyed said they would be <strong>unlikely to buy</strong> something from you if you have an unprofessional or <a href="https://www.getitc.com/blog/marketing/2017/06/05/why-your-customers-want-good-design-and-you-do-too#.WTgFH-srKUk">poorly designed website</a>. <br />
<br />
In this context, let’s take that to include out of date websites or those without contact information. You can see how important it is to do weekly or monthly maintenance to your website.<br />
<br />
I invite you to take a look at the study and see if you can draw further conclusions from the data. One hour a week, or one hour a month can be the difference with your website. As I said, you don’t have to devote your day to the website, but make sure you’re maintaining it.</p>
<p> </p>
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<em>If you have any questions or want to share your thoughts on this topic, please leave a comment below!</em></p>
<div> </div>urn:uuid:1152Operation Agency Success: Insurtech and Insurance Agents - ITC VideosITC President Laird Rixford talks about the insurtech movement and what you can do to stay relevant and compete in this changing landscape.2017-06-06T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/oas/laird-rixford-insurtech.jpg" style="display:none;" /><iframe src="https://player.vimeo.com/video/219691664?color=ff9933&autoplay=1" style="margin-top:8px;" width="654" height="368" frameborder="0"><noframes><img alt="" src="/images/blog/oas/laird-rixford-insurtech.jpg"</noframes></iframe>
<p> </p>
<p>There's been a lot of buzz about insurtech and the effect these startups can and are having on the insurance industry. ITC President Laird Rixford talks about this movement and what you can do to stay relevant and compete in this changing landscape.<br />
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</p>
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="https://www.getitc.com/blog/management/2016/10/18/the-insurtech-revolution-why-optimism-isnt-enough">The Insurtech Revolution: Why Optimism Isn't Enough</a><br />
<br />
<a href="https://www.getitc.com/blog/management/2016/08/16/are-you-fully-using-the-insurance-agency-software-you-have">Are You Fully Using the Insurance Agency Software You Have?</a><br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/11/16/what-the-top-insurance-agencies-know-about-marketing-that-you-dont">What the Top Insurance Agents Know About Marketing (That You Don't)</a><br />
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<h2 class="subtitle">Video Transcript</h2>
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It’s not a matter of IF insurtech companies can figure out how to provide the same level of value as the independent agents does. It’s a matter of WHEN. Here’s what I think agents should be doing to grow in spite of the large investments that are happening in insurtech.<br />
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Last year there was a lot of growth in investments in insurtech. Billions of dollars in investments went into insurtech companies. According to a report by KPMG, that interest will remain hot in 2017.<br />
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Some companies are specializing in individual parts of the insurance process, like distribution, underwriting, claims and customer service. Some are doing it all.<br />
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Some are providing multiple lines of business. Some are providing niche insurance offerings.<br />
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Last year the inaugural InsureTech Connect conference highlighted this movement and really showed the competition that independent agents are facing.<br />
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Interestingly, we saw different organizations at the conference. But there was one type that was notably absent: you, the agents.<br />
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The conversation covered the broad spectrum of insurance and included every line of business. The majority of breakouts focused on technology and automating the agent of tomorrow. As in, replacing the agent of today. Replacing you.<br />
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Insurtech investors and startups see the independent agent channel as antiquated and not great at attracting and serving modern consumers. But they also recognize the hard work involved.<br />
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It’s not a matter of IF one of these big-eyed dreamer startups will figure out how to provide value at the level you do. It’s a matter of WHEN.<br />
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Are you paying attention?<br />
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It would be a mistake to ignore what is happening in the industry. These insurtech startups are coming. Many of them will fail. Just look at Google Compare. But it only takes one to succeed and have a major impact on you.<br />
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This is your industry. These are your clients. You have survived many obstacles that were meant to be your end. Like direct writers and the internet.<br />
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I don’t think insurance agents will go the way of travel agents. Selling insurance is not the same as selling a plane ticket. It’s a much more complicated product that most consumers don’t understand.<br />
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You can survive the next challenge and grow your business. But it takes more than optimism. You need to pay attention and adjust to meet consumer expectations and demands. <br />
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Because if you don’t, you’re handing them the opportunity.<br />
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A large percentage of insurance shoppers prefer to buy from an agent rather than online. But don’t assume that number won’t change.<br />
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The days when a good location with good signage bringing you great, steady flow of leads are past. It’s time to get motivated. It’s time for the real work to begin. Here’s what you can do to stay relevant and compete in today’s market.<br />
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Number 1… Start paying attention to what’s happening. Read trade publications, newsletters and blogs. Become a student of insurtech entrepreneurs and other successful agents. What are they doing that you could do? Join in the conversations that are steadily taking place.<br />
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Two… Reassess the technology you’re using, including your insurance agency software, computer and phones. Are you using the right technology? Are you using your <a href="https://www.getitc.com/!/comparative-rater?utm_source=videos&utm_campaign=OAS060617&utm_medium=GetITC">comparative rater</a> or agency management system to its fullest potential?<br />
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Three… Evaluate your processes. How easy is it for a consumer to buy from you? What is it like once they’re a customer? <br />
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Four… Review your insurance agency website. Is the design updated and fresh? Or does it look old and dated? Is the content high quality and helpful to visitors? Or are you burying the helpful information below two or three clicks later. Are you providing customer service on your website with service and claims forms?<br />
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Five… Get serious about marketing your agency. Get help if you need it.<br />
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Six… Look at your sales. Are you selling on price or value? Do you have a formal, written down process? Are you holding your producers accountable? <br />
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Finally… Go beyond continuing education. Learn everything you can on technology, marketing and sales. Study best practices in management. In this case, what you don’t know can hurt you. There are resources out there available to you that offer this type of information... Webinars, conferences, local groups, blogs, and even podcasts.<br />
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Last thing…<br />
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You’re not alone. We’re all in this together.<br />
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Are you ready?
<p> </p>urn:uuid:1154Why Your Customers Want Good Design (And You Do Too) - Agency Marketing BlogHere’s why online insurance shoppers want good website design.2017-06-05T10:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 237px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" alt="Insurance Website on Tablet screen" src="/images/blog/JayciMorrisonBlogs/insurancewebsitetablet.jpg" />By now, every industry should realize how important good design is to business growth. More research and transactions are occurring online every day. <br />
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Why should your insurance agency care about a well-designed web presence? Because your customers want it. If your agency doesn’t give it to them, your competitor will. <br />
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Below are four reasons how a well-designed website attracts new prospects and keeps current customers happy.<br />
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<h2>1.<span style="white-space: pre;" class="Apple-tab-span"> </span>It Makes the Process Easier </h2>
Adweek revealed that<a target="_blank" href="http://www.adweek.com/digital/81-shoppers-conduct-online-research-making-purchase-infographic/"> 81 percent of shoppers research a product online before purchasing</a>. <br />
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It’s no different with insurance. With the amount of choices consumers have, a good web presence makes their choice easier. <br />
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When a website is well-designed, the navigation is easy to find and use. The colors help to tell the story instead of being distracting and taking away from your message. Important information is easy to find and easy to read. <br />
Everything on your website should have the ease of the consumer in mind.<br />
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<h2>2.<span style="white-space: pre;" class="Apple-tab-span"> </span>It Makes a Great First Impression</h2>
Seven seconds. That’s the amount of time <a target="_blank" href="https://www.getitc.com/blog/marketing/2017/04/24/at-a-glance-what-your-website-says-about-your-business#.WS7baOvytpg">a first impression</a> takes. In seven seconds, people decide whether your agency is right for them or not. <br />
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Those seconds make the design of your website even more important. In seven seconds, your website needs to convey trustworthiness, professionalism and friendliness. Updated images, color consciousness and a organized layout makes a great first impression. <br />
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Consumers need to believe what you're selling. They need to know you are serious about their concerns. And, most important, your customers need to know they're not just a policy number. <br />
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<h2>3.<span style="white-space: pre;" class="Apple-tab-span"> </span>It Makes Customers Stay Engaged</h2>
So, you have good colors and easy navigation. That initial seven seconds flew by. But, you’re still not getting the <a target="_blank" href="https://www.getitc.com/blog/marketing/2016/06/22/the-cost-of-insurance-website-traffic#.WTVew-srKUk">online traffic</a> you want. What’s wrong?<br />
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Keeping the consumer engaged is one of the hardest tasks online. That’s where images come into play. A well-designed website uses images to improve the user’s experience. <br />
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<a target="_blank" href="https://www.getitc.com/blog/marketing/2017/02/16/masters-of-marketing-a-thousand-words-using-photos-on-your-insurance-website#.WS7XFOvytpg">Images should enhance your message.</a> Try to make sure the images match your branding colors. Any image used should be high quality, and try to convey a feeling. Sometimes images simply convey the type of insurance you provide. <br />
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For example, if you sell high-risk insurance; show that with a photo of a person skydiving.<br />
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In today’s world, we have limitless information in the palm of our hands and minimal attention spans. Keeping consumers engaged can be a daunting task. A well-designed website with great images will put you on the right track.<br />
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<h2>4.<span style="white-space: pre;" class="Apple-tab-span"> </span>It Makes Customers Remember You</h2>
<p>
A good design is memorable, usually with a cool logo leading the charge. But, online consumers also know good customer service is priceless. <br />
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Customer service doesn’t mean talking on the phone with someone anymore. It could, in the most simplistic form, mean a person’s experience with your website.</p>
<p >
Keep your customers happy with a well-designed and <a href="https://www.getitc.com/blog/marketing/2016/12/07/keeping-the-magic-alive-4-ways-to-keep-your-website-fresh#.WS7bIevytpg">updated website</a>. <br />
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Do that, and they will remember you the next time their best friend asks, “Who do you use for insurance?”</p>
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<p>
<em>Need help creating a better web presence? We can help. <a target="_blank" href="https://www.getitc.com/products/websites/consultation/?utm_source=Marketingblog&utm_campaign=JM060517&utm_medium=GetITC">Contact us today </a>for a free insurance website consultation. </em></p>
<div> </div>urn:uuid:1153Read Me: How to Get Your Recipients to Actually Read Your Emails - Agency Marketing BlogLearn the secret to getting your insurance agency emails opened and read. 2017-06-02T11:00:00Z2024-03-19T05:52:04ZYou spend a lot of time and effort creating your insurance emails, but do people actually read them? It’s time to take a step back and look at the different ways you can enhance your emails to make them reach more inboxes, get opened more frequently, and have your audience actually read them.<br />
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Join me for <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=marketingblog&utm_campaign=HC060217&utm_medium=GetITC">Masters of Marketing</a> as I review the best practices for getting your insurance emails read. We’ll cover topics like content, formatting, and campaign outlines, as well as my tips & tricks for getting better ROI for your email marketing efforts. <br />
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<a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=marketingblog&utm_campaign=HC060217&utm_medium=GetITC">Join me</a> on June 15th at 12:00PM, CDT for Masters of Marketing.<br />
<div> </div>urn:uuid:115110 Toasty Content Ideas for June - Agency Marketing BlogUse these fresh content ideas on your insurance website for June 2017. 2017-05-31T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/June2017.jpg" alt="10 content ideas for june" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Here at ITC headquarters, the air conditioning is a little bit higher for the toasty June weather. <br />
As you settle in for the summer months ahead, use these content ideas for your <strong><a href="https://www.getitc.com/!/insurance-website?utm_source=marketingblog&utm_campaign=EK053117&utm_medium=GetITC" target="_blank">insurance website</a></strong>. Don’t forget to check back next month for 10 more fresh content ideas. <br />
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<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>National Donut Day – June 2</h2>
Treat your agency to a favorite local donut shop and snap a few photos. If possible, make a field trip to your nearest Krispy Kreme and pose with their famous paper hats. Post the pictures on social media with the hashtag <em>#NationalDonutDay</em>.<br />
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<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Summer Internship Tips</h2>
As summer begins, a new crop of young people enter the workforce. Some of these positions include internships in a professional or office setting. What are the top three pieces of advice you’d give to a new intern? Write a blog about it. For example, you could talk about office etiquette, professionalism, and punctuality. <br />
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<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Father’s Day – June 18</h2>
After Mother’s Day in May, it’s time for the dads to shine. Don’t let this holiday come and go without a shout out on social media. Share some fatherly advice or funny stories with your followers, and ask them to share their own. <br />
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<h2>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Summer Solstice – June 20</h2>
The summer solstice is a unique holiday you may not have thought to write about yet. It is the longest day of the year for daylight hours. In fact, solstice is derived from the Latin words sol (sun) and sistere (to stand still). Write about the many ways your customers could best spend this extended day. <br />
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<h2>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Ransomware – WannaCry</h2>
Your customers have likely heard of the recent WannaCry ransomware attack. Take the opportunity to talk about easy ways they can secure their data. It’s also a good opportunity to remind customers that <a href="https://www.getitc.com/blog/management/2017/05/30/insurance-agents-time-to-get-serious-about-cybersecurity#.WS3Us-srKUk" target="_blank">their data is secure at your agency</a>. <br />
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<h2>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>New Car! Now What?</h2>
Getting a new car or vehicle can be an exciting time. Write out a step-by-step checklist of what your customers should do as soon as they drive off the lot. For example, placing extra keys in a secure spot for when they’re needed.<br />
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<h2>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Summer Bucket List</h2>
As school wraps up for the year, kids and parents alike are mapping out their summers. A fun idea is to create a family summer bucket list. Think of a few of your own bucket list items and <a href="https://www.getitc.com/videos/2017/05/02/what-a-neglected-blog-says-about-you#.WS3cTOsrKUk">write a blog</a> about it. Ask readers to comment with their own. <br />
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<h2>8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Specialty Insurance Partners</h2>
Do you know other insurance agents who work in niche coverages or markets? Write about them on your blog or agency website. If a customer is in need of a special type of coverage, they’ll know where to turn to. <br />
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<h2>9.<span class="Apple-tab-span" style="white-space: pre;"> </span>Master Packing List</h2>
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It seems like everyone is planning a getaway this summer, whether it’s a weekend trip or a weeklong resort stay. Make a pdf that can be easily shared online of a master packing list. What are essential items that everyone needs to have with them on a trip? <br />
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<h2>10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Insurance Awareness Day – June 28</h2>
Here’s a holiday your agency shouldn’t miss this year. Remind customers of the peace of mind insurance can bring. It doesn’t hurt to remind customers why you’re there for them and do what you do. <br />
<div> </div>urn:uuid:1150Insurance Agents: Time to Get Serious About Cybersecurity - Agency Management BlogNew cybersecurity regulation signifies it’s time to get serious about data security in your agency management system and other systems.2017-05-30T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/BeckySchroederBlogs/regulations.jpg" alt="regulations cog wheels" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />The internet has brought us many great things. Cute cat videos. Easier communication across long distances. Entertainment and shopping at our fingertips. <br />
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But, the internet has also brought an increased amount of risk and not just for consumers. Businesses are at risk now more than ever for data breaches, phishing scams and more. The insurance industry is no exception. <br />
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It was only a matter of time before we saw regulations for cybersecurity get enacted. And, in case you missed it, <a href="http://www.insurancejournal.com/news/east/2017/03/01/443228.htm" target="_blank">the first such regulation took effect in New York on March 1</a>. <br />
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<h2>The NY Cybersecurity Regulation</h2>
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The New York State Department of Financial Services put forth a cybersecurity regulation that is the first of its kind in the country. It contains mandatory standards for the financial services industry in the state, including insurers, agents and brokers.<br />
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The regulation requires these businesses to establish and maintain a cybersecurity program to protect individuals’ private data. Smaller businesses may qualify for a limited exemption. <br />
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If you are licensed in New York, this regulation applies to you. (Check out <a href="http://www.iiabny.org/resources/mac/mac/cybersecurity/default.aspx" target="_blank">this helpful page from IIABNY</a> for what to do.)<br />
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Even if you’re not licensed in New York, it’s still critical you have a security plan in place. Your state may not have a cybersecurity regulation. (Yet.) <br />
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But your state does have data breach laws. And, there are other rules and regulations that have been around for years that address privacy and security concerns: <a href="https://www.hhs.gov/hipaa/for-professionals/security/laws-regulations/" target="_blank">HIPAA</a>, <a href="https://www.hhs.gov/hipaa/for-professionals/special-topics/HITECH-act-enforcement-interim-final-rule/" target="_blank">HITECH </a>and <a href="https://www.ftc.gov/tips-advice/business-center/privacy-and-security/gramm-leach-bliley-act" target="_blank">Gramm-Leach-Bliley Act</a>.<br />
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And, in the connected world we live in now, securing your clients’ data is just good business practice. <br />
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<h2>Why Cybersecurity is Important</h2>
<p> </p>
<p>
It’s not just retailers and big banks that are experiencing data breaches. (Remember the breaches from Target, Home Depot and JPMorgan Chase?) <a href="http://www.insurancejournal.com/topics/data-breach/" target="_blank">It’s also happening in the insurance industry</a>.<br />
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Your agency data is worth more than you think. You have a trove of information hackers would love to get. Think about what’s in your agency management system, comparative rater, and any other insurance agency software you use.<br />
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And if you do have a breach, what could happen?</p>
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<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><span style="text-decoration: underline;">For your clients</span>: If it exposed emails or phone numbers, they might be the target of phishing emails and scamming calls.</p>
<p style="margin-left: 40px;"> </p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><span style="text-decoration: underline;">For your clients</span>: If it’s their Social Security numbers or birthdates, they may face fraud and/or identity theft.</p>
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•<span class="Apple-tab-span" style="white-space: pre;"> </span><span style="text-decoration: underline;">For you</span>: There is financial impact. Fines, lawsuits, lawyer fees, cost of notifying your clients. Costs of improving your security after the breach. </p>
<p style="margin-left: 40px;"> </p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><span style="text-decoration: underline;">For you</span>: If the financial impact doesn’t put you out of business, there is also reputational damage. According to a Forbes Insight report, 46 percent of companies have suffered reputational damage due to a data breach. Reputational damage can affect sales as reputations are critical to building relationships. And, in this industry relationships are crucial for your future success. </p>
<p style="margin-left: 40px;"> </p>
<p>
Being a small business doesn’t protect you from a data breach. It makes the impact to your business more severe because most likely you won’t survive the costs and damage to your reputation.<br />
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</p>
<h2>What You Can Do</h2>
<p> </p>
<p>
Don’t wait until a regulation goes into effect to act. Whether you are licensed in New York or not, there are steps you need to take. More than likely you will do it anyway as other states watch what happens in New York.<br />
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Maybe your state doesn’t implement cybersecurity regulations. It’s still better for your agency and your future to have a plan in place. <br />
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There are three things you need to create as part of a cybersecurity program:</p>
<p style="margin-left: 40px;">
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Information security plan<br />
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2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Data breach response plan<br />
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3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Third-party standards for your vendors</p>
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Get help assessing your risks and putting together your plans if you need it. Reach out to your state association to see what resources they have. Talk to your IT team.<br />
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</p>
<h2>Don’t Let Your Plans Gather Dust</h2>
<p> </p>
<p>
Beyond the plans and standards, you will also need to train your employees. <br />
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Help them understand it is an important and serious issue. Show them what to do and what to watch for. Hold them accountable to your security plan.<br />
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Conduct regular tabletop exercises. This is when you meet and discuss a simulated emergency situation to practice your plan.<br />
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Review your plans once or twice a year to make sure they stay up to date with new technology, threats, etc.</p>
<p> </p>
<p>
A failure to plan is a plan to fail. Take the time to protect your agency and your clients by creating a cybersecurity program. It may save your business.</p>urn:uuid:1149What Selfies Can Teach You About Insurance Agency Marketing - Agency Marketing BlogInsurance agents can learn some valuable marketing lessons from the selfie. 2017-05-24T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/BeckySchroederBlogs/Selfie.jpg" alt="girl taking selfie with grandma" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Oxford English Dictionary named it the word of the year in 2013. <em>Selfie</em>. It epitomizes much of our social media experience and online culture. <br />
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If you search the hashtag <em>#selfie</em> on Instagram, there are more than 300 million results. According to Samsung, selfies make up 30 percent of photos taken by people aged 18-24.<br />
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There’s even a <a href="http://www.nationalselfieday.net/selfie-day-2017" target="_blank">National Selfie Day</a>. Get ready for your close up on June 21!<br />
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The popularity of selfies can actually tell you a lot about today’s consumers. Here are five marketing lessons you can learn from selfies.<br />
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<h2>1. Make it about them.</h2>
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Selfies have a narcissistic implication. Critics view them as silly or self-centered. But we all are at least somewhat concerned with our own self-interests.<br />
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We’re bombarded by so much information every day. Articles, videos, pictures, tweets, advertising, etc. We’ve gotten good at ignoring it all if it’s not important to us. Before we give our attention and time to you, we want to know, “What’s in it for us?”<br />
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To cut through the clutter, you have to reframe your story, because it’s not about you. Any content you create, any marketing you do needs to answer that essential question of what’s in it for them. <br />
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This is where your value proposition is critical. You represent choice, which consumers love. You’re an advocate for your clients. Talk about how you’ve helped your clients. Put them at the center of your story instead of yourself.<br />
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<h2>2. Be where they are.</h2>
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We have been taking self-portraits with cameras for more than 100 years. (Many consider <a href="https://publicdomainreview.org/collections/robert-cornelius-self-portrait-the-first-ever-selfie-1839/">this to be the first selfie</a>, which was taken in 1839.) But it’s only been in the last seven years that selfies have become as prolific they are now. <br />
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Why is that?<br />
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The release of Apple’s iPhone 4 and its front-facing camera in 2010. <br />
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The rapid growth since then shows how connected our lives are thanks to the devices we carry around with us. It is an important lesson in why you need to be where consumers are.<br />
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We use our phones to research, shop and browse the internet. We want the process to be simple and without hassle. <br />
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It’s not just about having a digital presence with your <a href="https://www.getitc.com/!/insurance-agency-website?utm_source=marketingblog&utm_campaign=BS052417&utm_medium=GetITC">insurance agency website</a>. <a href="https://www.getitc.com/blog/marketing/2016/09/21/why-mobile-matters-for-your-insurance-agency">It’s about having a mobile presence</a>. <br />
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You need to adapt to what consumers want. You need to make it easy for them to choose you. Or they will find another option that will make it easy. Price is a factor, but so is convenience. <br />
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<h2>3. Go visual.</h2>
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Got a new shirt? Selfie. Went somewhere fun? Selfie. Spent time with a good friend? Selfie. Having a good day? Selfie.<br />
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There’s a reason why for many people, especially Millennials, selfies are how they express themselves and share their lives. <br />
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<a href="https://www.getitc.com/blog/marketing/2016/10/10/the-secret-importance-of-high-quality-images">A good image or a great video is far more powerful than any text</a>.<br />
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How are you incorporating images into marketing your insurance agency? If you’re not sharing images, there’s no time like now to start.<br />
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<h2>4. Be authentic.</h2>
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<a href="http://renfrewcenter.com/news/afraid-be-your-selfie-survey-reveals-most-people-photoshop-their-images" target="_blank">Fifty percent of us admit to editing our selfies</a>. Even though we know they are likely edited, we see selfies as people being their authentic selves. <br />
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We want to build connections with other people. When we post a selfie, we’re saying, “This is who I am today.” <br />
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Selfies are in the moment and rarely perfect images. I think that’s why selfies are so abundant on social media. <br />
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The images or <a href="https://www.getitc.com/blog/marketing/2016/04/13/adding-video-to-your-agency-marketing-plan" target="_blank">videos </a>you use to tell your story don’t have to be perfect. You don’t have to use a professional photographer or videographer. You can do a lot with just your smartphone. (Check out <a href="https://www.getitc.com/blog/marketing/2013/09/17/how-to-take-a-better-photo-to-help-market-your-agency">How to Take a Better Photo to Help Market Your Agency</a>.)<br />
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You may not consider yourself a great writer. But, that doesn’t mean you shouldn’t try <a href="https://www.getitc.com/blog/tag/blogging/">blogging</a>. Your authenticity will come across in every post you publish. People don’t want to read canned content. They want content that is valuable and genuine. Your authenticity will go a long way toward building your online reputation.<br />
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Don’t worry about being perfect in your marketing. And, don’t try to be someone you’re not. People will see through that. Be yourself, and people will respond to it.<br />
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<h2>5. Have fun. </h2>
<p>
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Selfies are meant to be fun and not taken too seriously. Insurance is a serious business, but that doesn’t mean you have to be serious all the time.<br />
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Have fun with your marketing. Do you do fun things with your team? Share those in your newsletter or on your social media profiles. <br />
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Write a recap blog post about a fun event you attended or hosted. There is room to have some fun in your agency marketing plan.</p>
<p> </p>
<p >
Even if you don't take selfies, you can still learn a lot from this trend about consumers and how to reach them. Focus on your clients and making it easy for them to choose you. Share images that are authentic and fun. Be yourself in marketing your agency. </p>
<div> </div>urn:uuid:1148The Warm and Fuzzy Way to Market Your Insurance Agency - Agency Marketing BlogIs philanthropy missing from your insurance agency’s marketing strategy?2017-05-22T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/EmilyKaltmanBlogs/Philanthropy.jpg" alt="hands holding heart" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Philanthropy goes beyond signing a donation check. It can be a tactic in your insurance agency’s <a href="https://www.getitc.com/blog/marketing/2015/06/15/8-ways-to-make-the-most-of-your-agency-marketing-strategy#.WR34VusrKUk">marketing strategy</a>. Think of it as a mutually beneficial relationship. Your agency helps a local nonprofit and, in return, you’ll get exposure. </p>
<p> </p>
<h2>Philanthropy Isn’t Only for Corporations</h2>
<p>
A lot of insurance companies know philanthropy is a key part of their marketing success. Most have webpages solely dedicated to their philanthropy efforts. These are a few on the first page of a quick Google search:</p>
<p> </p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.travelers.com/community-relations/about-giving/index.aspx " target="_blank">https://www.travelers.com/community-relations/about-giving/index.aspx </a><br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.aetna.com/about-us/corporate-responsibility/philanthropy.html " target="_blank">https://www.aetna.com/about-us/corporate-responsibility/philanthropy.html </a><br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.farmers.com/corporate-giving/" target="_blank">https://www.farmers.com/corporate-giving/</a> <br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.libertymutualgroup.com/about-lm/philanthropy/philanthropy-and-community-involvement " target="_blank">https://www.libertymutualgroup.com/about-lm/philanthropy/philanthropy-and-community-involvement </a></p>
<p style="margin-left: 40px;"> </p>
<p>
If you think your insurance agency is too small for philanthropy, think again. Small and medium businesses actually give <em>more </em>than larger corporations, according to <a href="https://www.alignable.com/insights/small-business-philanthropy-on-the-rise" target="_blank">Alignable</a>. Although corporations write bigger checks, small businesses donate a larger percentage of profits. <br />
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</p>
<h2>Not Always About Money</h2>
Philanthropy comes in different forms other than a check. Your agency can contribute time or expertise, too. These are often called <em>in kind</em> donations. Instead of giving money to buy goods or services, the goods or services themselves are given. <br />
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For example, you could offer to provide the t-shirts for a local nonprofit’s fun run. In return, your logo could be displayed on the back. <br />
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As you can see, it’s not always about money. Here at ITC, we go to <a href="https://twitter.com/InsTechCorp/status/766738296571432960" target="_blank">Ronald McDonald House of Dallas</a> once per quarter to cook meals for residents. We buy, cook, and serve the food, then clean up after. <br />
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That’s the great thing about philanthropy. You can set aside however much money or time works for your insurance agency.<br />
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If you don’t have a lot of extra time, pay to sponsor a special event. Match employees’ charitable gifts. If you’re not sure how much money you can spare, set aside a volunteer day to give time. For example, plant trees or build a house for Habitat for Humanity. <br />
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<h2>Exposure</h2>
The most obvious answer is philanthropy leads to visibility and brand recognition. Depending on the type of contribution, it can get your logo and agency name out there. Think banners, t-shirts, flyers, event programs. You’ll be top of mind for those local insurance shoppers. <br />
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Don’t just leave it up to the nonprofit to get the word out. When your employees volunteer, or when your agency donates, share it. <br />
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Post to <a href="https://www.getitc.com/blog/marketing/2017/04/10/what-top-insurance-agencies-know-about-social-media-that-you-dont#.WR336esrKUk">social media</a> and tag the nonprofit. Send out photos in your newsletter. Add it to your website’s event calendar. Even write a guest blog post for the organization’s website. Be sure to get that <a href="https://www.getitc.com/blog/marketing/2017/04/12/get-backlinks-from-your-agencys-customers#.WR34IesrKUk">backlink</a>, too.<br />
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<h2>Other Benefits</h2>
Think of philanthropy as a mutually beneficial relationship for all parties involved. Beyond exposure, there are even more benefits of philanthropy can offer your agency. <br />
<h3>Community </h3>
Get in good with the public you serve. Charitable giving shows you’re a making a difference in your area. It strengthens your agency’s bond with the community. It gives you a competitive advantage over larger corporate entities in your town. Plus, most communities have a segment of consumers who make an active choice to shop local. <br />
<h3>Culture</h3>
Volunteering is an easy way to boost corporate culture and <a href="https://www.forbes.com/sites/drewhendricks/2013/12/18/how-charitable-giving-can-boost-office-morale-while-helping-the-community/#24ef27691635">improve employee morale</a>. It makes employees feel connected to their company, which increases retention. Not only does it makes for well-rounded employees, it could be a deciding factor for a job applicant. People like working for a business that makes a difference. <br />
<h3>Tax Deduction</h3>
Depending on what you give, your donation could qualify for a tax deduction. <br />
<h3>Business Development</h3>
Make your philanthropy projects part of your business development strategy. When appropriate, talk about your agency’s volunteer work. <br />
<h3>Positivity</h3>
Philanthropy associates your insurance agency with something positive. That’s because it feels good to do good things. <br />
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<h2>Pick a Cause, Any Cause</h2>
Hopefully by now you’ve decided philanthropy is the right fit for your agency. Now, you need to select a cause or nonprofit organization to pursue. <br />
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Do you have a personal connection to a certain cause in particular? You could ask your employees and get a feel for what they are passionate about. <br />
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Another way to identify a good match is to find something aligned with your agency’s values or niche. For example, you could partner with your local Red Cross chapter for disaster relief services. <br />
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You don’t have to pick just one. You can rotate between different organizations depending on their needs throughout the year. <br />
<div> </div>urn:uuid:1147Masters of Marketing - The Bare Necessities: Your Homepage Checklist - Agency Marketing BlogWebsite Coordinator Karly Baker discusses what elements make up a successful insurance website homepage. 2017-05-18T13:00:00Z2024-03-19T05:52:04Z<p>As a Website Coordinator, Karly Baker has seen insurance websites of all shapes and sizes. In the May 2017 edition of Masters of Marketing, Karly discussed the core components of a successful insurance website homepage. </p>
<p>View the slides from the presentation below. </p>
<p> <iframe src="//www.slideshare.net/slideshow/embed_code/key/qXKGAWvv9IiDpb" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;"> </iframe>
</p>
<div style="margin-bottom:5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/the-bare-necessities-your-homepage-checklist" title="The Bare Necessities: Your Homepage Checklist" target="_blank">The Bare Necessities: Your Homepage Checklist</a> </strong> from <strong><a target="_blank" href="https://www.slideshare.net/InsTechCorp">Insurance Technologies Corporation (ITC)</a></strong> </div>
<p> </p>
<p>Join us next time for <em>Read Me: How to Get Your Recipients to Actually Read Your Emails</em>, presented by AgencyBuzz Coordinator Heather Cherry. </p>
<div> </div>urn:uuid:1145Six Ideas to Inspire You to Try Out A/B Testing - Agency Marketing BlogTo run an A/B split test, you must decide which variable in your email to isolate. Here are a few ideas. 2017-05-17T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/MalikaJamesBlogs/ABTesting.jpg" alt="AB split test graphic" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Marketers of all kinds will tell you testing is a major part of running successful campaigns. If you want high ROI, you need to test your efforts. Measure results to see what’s working and what’s not. For email marketing, it’s a simple as running an A/B split test.<br />
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<h2>What’s A/B Testing?</h2>
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An A/B test sends two versions of an email to contacts to see which is most effective. Version A is slightly different than version B. The results of the A/B test are used to tweak emails to impact deliverability and open rates. <br />
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With A/B testing, it is important to focus on a single change at a time. Like a science experiment, you should only change one variable at a time. <br />
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<h2>Test All The Things</h2>
<p> </p>
<p>
Below, I’ve listed some ideas on what parts of your email you can change for an A/B test. Get your creative juices flowing so you can do some testing of your own. </p>
<p> </p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>From Name and Sender Address </strong><br />
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This is who the mailing was sent from. For example, <em>Malika James at ITC</em> is a <strong>from name</strong>, whereas <a href="malika@getitc.com">malika@getitc.com</a> is the <strong>sender address</strong>. <br />
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You can test out different from names and email addresses to see which get the most opens. Some companies find emails with a person’s name work better than a generic Your Friends at... name. <br />
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<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>Subject Line </strong><br />
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<a href="https://www.getitc.com/blog/marketing/2017/01/09/create-a-compelling-subject-line-in-4-steps#.WRsj6lUrKUk">Subject lines</a> are always worth testing. Of those polled, <a href="1.%09https:/blog.hubspot.com/blog/tabid/6307/bid/33901/The-Ultimate-List-of-2012-Email-Marketing-Stats.aspx#sm.0000tsyanntsifnpy0q1zxzqiwkji">64 percent of subscribers</a> say the subject line is the first sign of whether they will open an email.<br />
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There are endless ways to change up your subject line. Try out differences in the length, <a href="https://www.getitc.com/blog/marketing/2016/11/09/email-personalization-its-not-what-you-think-it-is#.WRtPMFUrKUk">using first names</a>, or including relevant keywords. <br />
<br />
<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>Calls to Action (CTAs) </strong><br />
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You don’t send out emails just for fun, right? Your call to action should bring a contact toward your true goal of the email. Get a quote. Fill out a form. Take action. But, how well are your CTAs working? <br />
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Try changing the color of your CTA. Change where you put it in your email design. Adjust the size or shape of it and the words you’re using. Is your CTA a link or a button? What’s working best?<br />
<br />
<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>Content </strong><br />
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Content is important to converting your leads. Is the content of your email stimulating? Does it push contacts toward the end goal for your email? <br />
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Consider switching your content up and use that as your A/B test. Different fonts, font size, photos, and structure may lead to more conversions. You’ll only know if you test it out!<br />
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<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>Send Times </strong><br />
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I can’t tell you the best time to send an email to your contacts. If anyone outside your organization claims they can, don’t believe them. The only way to figure it out is to test different send times. <br />
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Email marketing systems can learn when your contacts are most likely to open an email from you. Some, <a href="https://www.getitc.com/products/automated-agency-marketing/">like AgencyBuzz</a>, can even send emails based on the times best for your contacts. <br />
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<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>Trends <br />
</strong>
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Marketing trends vary, but some will be more effective with your audience than others. <br />
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First, don’t feel pressured to recreate the style of other companies’ emails! You can absolutely test to see how your contacts respond. <br />
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Try trends like gifs, plain text or html emails, and image-heavy content. It can be easy to get carried away with trendy email ideas. But, testing them can help you understand what is working best for your contacts. </p>
<p >
<em>What A/B tests have you run? Continue the discussion in the comments below.</em></p>
<div> </div>urn:uuid:1144This is the Way: Jim Dougherty from Infinity Insurance - Agency Rating BlogThis is the way Jim Dougherty from Infinity Insurance works.2017-05-16T09:00:00Z2024-03-19T05:52:04Z<p><img alt="This is the Way: Jim Dougherty from Infinity Insurance" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/JimDougherty/TitW-Jim-Dougherty.jpg" /></p>
<p>When Jim Dougherty graduated from law school, he thought he would follow his dad into his law practice. But as he waited on his bar exam results, he noticed his friends who were already practicing law were working long hours. He knew it was not for him.<br />
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A friend who did a clerkship at a law firm that was part of an insurance carrier suggested Jim look at opportunities in claims with insurance companies. He applied for a claims adjuster position at Infinity Insurance. <br />
<br />
After a couple years in claims, he was talking to a marketing representative about how he worked with independent insurance agents and brokers. Jim was intrigued and knew he wanted to work in that role so when the position opened up he jumped at the chance. Now, almost 20 years later, Jim knows he made the right decision by sticking with insurance instead of practicing law.<br />
<br />
I talked with Jim about his more than 20 years at Infinity what he likes about the industry (“the entrepreneurship and not being afraid to try new things”), and more. This is the way Jim Dougherty works.<br />
<br />
<><><><br />
<br />
<strong>Location: </strong><br />
<br />
Cerritos, CA<br />
<br />
<strong>Current gig: </strong><br />
<br />
AVP Business Development<br />
<br />
<strong>One word that describes how you like to work.</strong> <br />
<br />
Using my brain and experiences.<br />
<br />
<strong>Current mobile device: </strong><br />
<br />
For work I have an iPhone 6. Personally I prefer Android, so I have a Samsung Galaxy S7 Edge. <br />
<br />
<strong>Current computer: </strong><br />
<br />
Work-Dell Latitude; Home-Microsoft Surface Pro 3<br />
<strong><br />
Project(s) you’re currently working on: </strong><br />
<br />
A few projects involving cost reduction and technology enhancements.<br />
<strong><br />
Accomplishments you’re proud of: </strong><br />
<br />
Finishing university and finishing law school. I love learning, but it was hard to go to class.<br />
<br />
<strong>What are your goals for the next 12 months? </strong><br />
<br />
Professionally, help Infinity grow our book of business at a profitable position. Personally, want to finish my French Rosetta Stone course.<br />
<br />
<strong>What are your biggest professional challenges? </strong><br />
<br />
Getting through to the independent agents about changes they should be making within their business. It is really an industry challenge.<br />
<br />
<strong>What do you like most about your job? </strong><br />
<br />
Meeting and helping people. Be it people who I work for, people who work for me, or our agents and brokers, I am here to serve them in whatever way I can.</p>
<p> </p>
<p><img alt="Jim Dougherty" style="width: 400px; height: 300px; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/JimDougherty/jim-soccer.jpg" /><br />
<strong><br />
Aside from your phone and computer, what gadget can’t you live without and why? </strong><br />
<br />
I really love gadgets, and I’m usually one of the first to get them, but surprisingly I don’t have a gadget I can’t live without.<br />
<br />
<strong>What are the top three apps you use on your phone? </strong><br />
<br />
Google Play Music, Gmail, Google Calendar. <br />
<br />
<strong>Describe your workspace. </strong><br />
<br />
Private office with neat piles of projects on my desk. Dual monitors, coffee mug, rolodex (yes I still have one because it is faster to look up than logging into phone contacts or computer contacts), land line phone, charging pad for cell phone, laptop computer with docking station, globe, occupying rest of my desk space.<br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
I work the most important (most impactful) first. Then I check them off and move the ones I have not completed to the next day’s to-do list.<br />
<br />
<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
Because I work with people in different time zones (almost all two to three hours ahead), I try to send emails or voice messages to them late in the afternoon so that when I get into the office in the morning, many of my issues, questions, etc. have been tackled, chased down, and answered.<br />
<strong><br />
What’s the first thing you do when you get in the office? </strong><br />
<br />
I look at my to-do list from day before, check if I have any voicemails, plug in my laptop.<br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
I drink a lot of water and try to take 15 minutes to walk around our building. <br />
<br />
<strong>What do you listen to while working? </strong><br />
<br />
I like to listen to music (classical to stimulate my brain when I am brainstorming, chill-out music when I am stressed) but it is hard too when I am on the phone a lot. Right now I am listening to the traffic on the freeway next to our building.<br />
<br />
<strong>What are you currently reading? </strong><br />
<br />
I was reading Thomas Piketty’s book “Capital in the Twenty-First Century” (I think a must for everyone), but it is a heady book and more than 600 pages of economics so I have set that down and am reading “SEO 2017.” </p>
<p><img alt="" style="width: 400px; height: 400px;" src="/images/blog/ThisistheWay/JimDougherty/jim-friend.jpg" /></p>
<p ><strong>Favorite social network? </strong><br />
<br />
Twitter<br />
<strong><br />
Coffee or tea? </strong><br />
<br />
Coffee<br />
<br />
<strong>What are you watching on Netflix right now? </strong><br />
<br />
I don’t watch a lot of TV, but I do have Netflix. My sister is a director and a lot of her work is for the titles on Netflix shows, so I tend to watch the series she worked on. The last full series I watched was Stranger Things, since she did the titles for that series. It was a good series. <br />
<strong><br />
How do you decompress? </strong><br />
<br />
I like listening to music. I also like to cook for friends and family.<br />
<br />
<strong>What gets you out of bed in the morning?</strong> <br />
<br />
Usually the sound of the birds chirping outside my window or the sunlight cracking through the window shades.<br />
<strong><br />
What does a typical day look like for you? </strong><br />
<br />
That’s just it. Most days are atypical, and I love it.<br />
<strong><br />
Who are your business idols and why? </strong><br />
<br />
Within my company, my boss Glen Godwin and our CEO Jim Gober. Both have been instrumental in my career development and have trusted me in what I do to help bring value to our company. I am amazed in what they have seen, predicted, and practiced. They also are not afraid to take risks to move the company along, especially in an industry that is about risk aversion. Lastly, they are very humble individuals and will never take credit for the accomplishments by their team at Infinity. I try to manage by the same principles. <br />
<strong><br />
What is your motto or personal mantra? </strong><br />
<br />
Less talking, more listening to people. <br />
<br />
<strong>If you could switch jobs with someone, who would it be? </strong><br />
<br />
Elon Musk. He just seems to be doing all the coolest things: Tesla, Space-X, Hyperloop, battery technology.<br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> post? </strong><br />
<br />
I would love to see more women leaders interviewed and any younger people making a difference in the insurance industry. Both are lacking in our industry. <br />
<em><br />
The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a target="_blank" href="http://twitter.com/instechcorp">Tweet us</a> or leave it in the comments below.</em></p>urn:uuid:1143What Top Insurance Agencies Know About SEO (That You Don’t) - Agency Marketing BlogHere’s how top insurance agencies get to the front page of search results, and stay there. 2017-05-15T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/StephanieEwenBlogs/Integrated-Marketing.jpg" alt="Integrated marketing cog wheel diagram" style="width: 300px; height: 250px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" />Did you know Google delivers 193 million results for the term <em>insurance companies</em>? Even with a more specific search query, it can be no small feat to get on the front page of results. <br />
<br />
How do the top insurance agencies get in the top search results?<br />
<br />
Better question: How can <em>you </em>make it to that top slot along with those top insurance agencies? Here are what top insurance agencies know about getting seen in those results.<br />
<br />
<h2>They Know it’s a Marathon, Not a Sprint</h2>
<p> </p>
Top agencies know in order to get their website to appear in top <a href="https://www.getitc.com/videos/2016/06/07/why-youre-not-on-the-first-page-of-google#.WQtCPlUrJhE">search results</a>, they have to stay dedicated. They know their website is never truly done. They can’t take their website live and then ignore it.<br />
<br />
If you are aiming for SEO success, plan for the long haul. You can either takes the work on yourself or outsource it to a reputable company. <br />
<br />
<h2>They Know There are No Shortcuts</h2>
<p> </p>
Any business owner knows there are no shortcuts to success. You can open an office and put up a website. That doesn’t mean you’ll automatically have enough customers to sustain your business. <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/12/05/the-most-important-seo-ranking-factors">SEO </a>is the same. Just because you put up a website, doesn’t mean you will automatically get traffic and leads. <br />
<br />
Think of it like this. Your agency has to build a good reputation within your community and customers. Your website also has to build up a good reputation, but with search engines. <br />
<br />
Don’t fall for shortcuts like <a href="https://www.getitc.com/blog/marketing/2014/05/13/how-to-kill-your-brand-with-black-hat-seo#.WRYW2VUrKUk">black hat</a> SEO tactics. Those are equal to get-rich-quick scams. They can even damage your website’s rankings online. <br />
<br />
<h2>They Know Content is King</h2>
<p> </p>
The way to a search engines heart is <a href="https://www.getitc.com/blog/marketing/2017/01/04/how-storytelling-can-improve-your-insurance-website#.WQtAuFUrJhE">through content</a>. Not any content - valuable content that helps searchers and visitors. <br />
<br />
Think about the websites you visit. Does the information on the site keep you engaged? Does it provide answers to questions you were researching? Even more, does the website help you fully understand the topic? Does it help you decide to buy a particular product or service? <br />
<br />
That is what your content needs to do for your insurance website visitors. <br />
<br />
<h2>They Know How to Complete Their Marketing Cycle</h2>
<p> </p>
<p>
Top agencies don’t settle for great content and regular <a href="https://www.getitc.com/blog/marketing/2017/01/06/blogging-step-by-step">blogging</a>. They use <a href="https://www.getitc.com/blog/marketing/2017/04/10/what-top-insurance-agencies-know-about-social-media-that-you-dont#.WQsuB1UrJhE">social media</a> and <a href="https://www.getitc.com/blog/marketing/2017/04/03/seo-and-email-marketing-two-peas-in-a-pod-seo-vs-email-part-3#.WQs_91UrJhE">email marketing</a> to create a complete marketing cycle. <br />
<br />
You may be thinking, "What do social media and email marketing have to do with SEO?” <br />
<br />
Let me tell you, if you have the mindset of “<a href="https://www.getitc.com/blog/marketing/2016/09/26/when-you-build-it-but-they-still-dont-come">If you build it, they will come</a>” they won’t come. <br />
<br />
Like any other product or service, it takes promotion to bring visitors to your website. Social media and email marketing are two of the best ways to do that.<br />
<br />
Top agencies share their content to their social media followers. They promote it through email newsletters. They run cross sell campaigns to bring visitors to their insurance website. <br />
<br />
Don’t think of your website as the <em>only </em>source for new business. Think of it as a cog in your overall integrated marketing machine.<br />
<br />
Investing the time into your <a href="https://www.getitc.com/blog/marketing/2017/01/18/what-top-insurance-agencies-know-about-websites-that-you-dont#.WRYqnFUrKUk">website's</a> SEO can make you a top agency in your area. There’s no time like the present to get started improving your website. <br />
<br />
For more, check out these resources to win over the hearts of the search engines and visitors alike.</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.getitc.com/blog/marketing/2017/05/03/3-simple-reasons-why-your-insurance-website-isnt-converting-visitors-into-leads">3 Simple Reasons Why Your Insurance Website Isn’t Converting Visitors into Leads</a><br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.getitc.com/blog/marketing/2017/04/24/at-a-glance-what-your-website-says-about-your-business">At A Glance: What Your Website Says About Your Business</a><br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.getitc.com/blog/marketing/2017/04/12/get-backlinks-from-your-agencys-customers">Get Backlinks from Your Agency’s Customers</a></p>
<p>
<br />
<em>Have questions about how to get started or SEO in general? Leave it in the comments. We are here to help you be successful online and grow your agency.</em></p>urn:uuid:1142Mobile and Insurance: Take The Long View - Agency Marketing BlogMobile is here to stay, and insurance websites need to get on board before they get left behind. 2017-05-10T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/DylanBrooksBlogs/Mobile-Marketing.jpg" alt="Mobile marketing on cell phone" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />The world has gone mobile. But, the insurance world hasn’t quite gotten there yet.<br />
<br />
It’s true <a href="http://www.pewinternet.org/fact-sheet/mobile/" target="_blank">77 percent of Americans</a> have a smartphone. And <a href="https://www.theverge.com/2015/10/8/9480779/google-search-mobile-vs-desktop-2015" target="_blank">more than half of Google searches</a> worldwide come from a mobile device. But, many these mobile users aren’t looking for insurance agents. <br />
<br />
I recently looked at the April 2017 web analytics for 74 of our ITC clients. 61 of them saw more website visitors coming from computers than smartphones. That’s more than 82 percent.<br />
<br />
These agents don’t have a strong inclination to go all-in on mobile. The return on investment (ROI) is simply not there for them. And <a href="https://www.getitc.com/blog/marketing/2017/03/20/dont-grow-your-agency-off-of-email-marketing#.WQqBtrwrIlI">as I’ve mentioned</a> in my previous blogs, <a href="https://www.getitc.com/blog/marketing/2017/04/19/unpacking-the-roi-of-seo#.WQqBkLwrIlI">ROI is a critical marketing litmus test</a>.<br />
<br />
If your web analytics are telling a similar story, you might think it’s prudent to forget about mobile. But, I urge you not to miss the forest for the trees.<br />
<br />
Here are a few reasons why your agency should still invest in mobile.<br />
<br />
<strong>Mobile Matters to Consumers</strong><br />
<br />
Do you remember when home-based internet came out?<br />
<br />
If you wanted to surf the web, you needed a dial-up modem. Webpages took a full minute to load.<br />
<br />
Looking back now, it all seems silly. If a webpage doesn’t load in a few seconds today, we’ll leave and find another website that does.<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2017/04/20/masters-of-marketing-future-proofing-your-agencys-search-visibility#.WQqB_7wrIlI" target="_blank">Shifting demographics</a> have spurred these changes. Many young adults today grew up after the dial-up era. They refuse to accept a slow-loading solution as normal. And technology providers are working to serve their needs.<br />
<br />
Expect a similar shift to hit mobile soon.<br />
<br />
Mobile technology will continue to evolve in the years to come. A generation raised on smartphones will come of age. Mobile devices will be the predominant internet browsers.<br />
<br />
People will never completely abandon desktop computers or laptops. But, there’s a good chance they’ll be using smartphones to access your agency website more often.<br />
<br />
Prepare for this shift while you still can.<br />
<br />
<strong>Mobile Matters to Search Engines</strong><br />
<br />
If you want your agency website to rank on search engines, a mobile site is no longer a luxury. It’s table stakes.<br />
<br />
Google has doubled down on mobile in recent years. In April 2015, they started penalizing websites that weren’t mobile-friendly. They plan on switching from a desktop-based search index to a mobile-first one in late 2017 or early 2018.<br />
<br />
These changes are a reflection of a moving target. <a href="https://www.theguardian.com/technology/2016/nov/02/mobile-web-browsing-desktop-smartphones-tablets" target="_blank">Mobile web browsing surpassed desktop browsing</a> in 2016. Mobile devices continue to represent the future of search.<br />
<br />
Google hopes to capitalize on this trend. After all, their business model relies on serving searcher demands.<br />
<br />
And they’re not the only ones. Companies such as Microsoft, Apple and Facebook are also thinking mobile-first.<br />
<br />
If you want search traffic, you’ll want to get your mobile website in order.<br />
<strong><br />
Making Mobile Work for You</strong><br />
<br />
Mobile might not a primary source of business across the insurance industry yet. But, it’s clear that it soon will be. Now’s the time to prepare. <br />
<br />
Here’s how to do that.</p>
<p style="margin-left: 40px;">1.<span class="Apple-tab-span" style="white-space:pre;"> </span><strong>Make sure your website is mobile-friendly.</strong> You need to have a website that loads and displays well on mobile devices. This is critical if you want to please consumers on smartphones. It’s the price of admission for mobile search results. Make sure your website is either <a href="https://www.getitc.com/blog/marketing/2017/05/03/3-simple-reasons-why-your-insurance-website-isnt-converting-visitors-into-leads#.WQqBI7wrIlI">adaptive or responsive</a> to do this. Adaptive websites have a dedicated mobile version. Responsive websites dynamically resize to fit mobile viewports.<br />
<br />
2.<span class="Apple-tab-span" style="white-space:pre;"> </span><strong>Consider your mobile website’s information architecture.</strong> Smartphone users are distinct from computer users. They’re often on-the-go and looking to take an immediate action. Take a look at <a href="https://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf">Google’s Micro-Moments</a> framework. Then, make sure all actions related to them are easy to find on your mobile website.<br />
<br />
3.<span class="Apple-tab-span" style="white-space:pre;"> </span><strong>Make everything accessible. </strong>Search engines need to parse the content to index and rank it. Research-minded consumers might be looking for it too. Make it easy for both consumers and search bots to find all the content on your mobile website. Make sure all content on your desktop-based website is also on the mobile version.<br />
<br />
4.<span class="Apple-tab-span" style="white-space:pre;"> </span><strong>Have a need for speed.</strong> Consumers expect webpages to load fast on desktop browsers. They demand websites load in an instant on smartphones. Make sure your mobile webpages load in less than three seconds. Cut down on slow-loading scripts, compress large images, and consider adopting <a href="https://www.ampproject.org/">AMP</a>.<br />
<br />
5.<span class="Apple-tab-span" style="white-space:pre;"> </span><strong>Continue to think user-first</strong>. Consumer demands will drive internet commerce for years to come. If you continue to meet the needs of smartphone users, you stand to get more and more mobile traffic. And your mobile search rankings could also rise.</p>
<p >Don’t let your analytics reports fool you. Mobile matters for insurance. Make sure it gets the attention it deserves.</p>
<p ><em>Did you know? All ITC websites come with a mobile version. We also offer custom mobile homepages and mobile-friendly managed SEO services. <a href="https://www.getitc.com/solutions/agency-marketing/consultation/?utm_source+marketingblog&utm_campaign=DB051017&utm_medium=GetITC" target="_blank">Contact us for a free consultation</a>. </em></p>
<div> </div>urn:uuid:1141ACORD Forms Update (April 2017) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in April 2017.2017-05-09T06:00:00Z2024-03-19T05:52:04ZWe've updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<br />
<h2 class="subtitle">Forms with New Revision Date</h2>
<p>
<br />
65 NJ 2017/04 replaces 2003/02 - New Jersey Property Insurance Supplement</p>
<p >
35 2017/05 replaces 2016/03 - Cancellation Request/Policy Release</p>
<p >
130 2017/05 replaces 2013/09 - Workers Compensation Application</p>
<p >
50 FL 2017/05 replaces 2009/07 - Florida Personal Auto Insurance Identification Card</p>urn:uuid:1140How to Connect with the Next Generation of Buyers - Agency Marketing BlogInsurance agents can reach millennials online with these marketing tips. 2017-05-08T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/PhillipLongBlogs/Millenials.jpg" alt="group of young people looking up at camera" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Millennials have overtaken baby boomers as the largest generation in America. What have you done to capture the market for 18-35 year olds? <br />
<br />
If you don’t have a website, you are missing out on 75 million people that live their lives online. <br />
<br />
But don’t sit back if you already have an <strong><a href="https://www.getitc.com/!/insurance-website">insurance website</a></strong>. Having a website isn’t enough. <br />
<br />
You have to appeal to the demographic you want to do business with. If you don’t, someone else will. Here are five things you can do to stand out to the millennial crowd.<br />
<br />
<h2>Clean Website Design</h2>
<p> </p>
Modern web design does not have as many graphics and as much content as possible. <br />
<br />
The ideal modern website is something very clean. Minimal colors, <a href="https://www.getitc.com/blog/marketing/2013/04/23/how-to-create-an-effective-call-to-action-on-your-website#.WQtVYFUrKUk">clear calls to action</a> and powerful verbiage wins over millennials. <br />
<br />
Simple design is effective design today. When in doubt, refer to <a href="https://en.wikipedia.org/wiki/KISS_principle">the KISS principle</a>. <br />
<br />
<h2>Downloadable Content</h2>
<p> </p>
Over 85 percent of millennials have a smartphone. That means over 63 million prospects are out there waiting to find you.<br />
<br />
Millennials are always on the go. They love to travel, hang out with friends and be away from home.<br />
<br />
You want to give a millennial searcher the option to take something with them if they are on the go.<br />
<br />
Create downloadable content that can be read or accessed later when they have time. Infographics are very popular for this. Make it short, informational and interesting.<br />
<br />
<h2>Social Media</h2>
<p> </p>
Facebook is the biggest social network out there. Eighty-eight percent of millennials get news information from Facebook. That’s a huge potential audience for you. <br />
<br />
I recommend following the 80/20 rule when you use social media. That is, 80 percent non self-promotional posts mixed with 20 percent self-promotional posts. <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2017/04/10/what-top-insurance-agencies-know-about-social-media-that-you-dont#.WQtVnlUrKUk">Stand out on social media</a>. Don’t be like every other agent out there. Use video marketing and provide useful, relevant information. If given a choice, millennials will choose value over price. Provide that extra value with social media.<br />
<br />
<h2>Positive Influences</h2>
<p> </p>
Millennials trust third party reviews over advertising and promotional messages. <br />
<br />
They are savvy online and know a brand can spin anything. <br />
<br />
The worst insurance agency can have the best marketing in the world. But, if their clients leave horrible reviews, millennials will take notice.<br />
<br />
Building positive reviews and testimonials is key. Make your reviews accessible and don’t be afraid to market your high ratings on Google. Advertising your 4.9 average stars on Google is a great tool.<br />
<br />
<h2>Do it All Online</h2>
<p> </p>
<p>
Mobile traffic across the web has officially surpassed desktop traffic. This is due to younger generations and their smart phone usage. <br />
<br />
If possible, try and make an online-only or mobile-friendly buying process. With online shopping, the fewer steps, the better.<br />
<br />
</p>
<p>
These are only a few of the ideas to position your agency for future success. If you don’t adapt to the new generations, your business will rapidly start to decline. </p>
<p><em>Let ITC help you position your agency website for the future. <a href="https://www.getitc.com/solutions/agency-marketing/?utm_source=marketingblog&utm_campaign=050817&utm_medium=GetITC">Contact us for a free consultation today</a>. </em></p>
<div> </div>urn:uuid:1139The Bare Necessities: Your Homepage Checklist - Agency Marketing BlogIs your homepage attracting or repelling online visitors? Follow our homepage checklist to entice online prospects. 2017-05-05T09:00:00Z2024-03-19T05:52:04Z<p>There are only seconds to capture a visitor on your insurance website. <br />
<br />
In this month’s edition of <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&utm_campaign=KB050517&utm_medium=GetITC">Masters of Marketing</a>, I will be discussing this vital first look. Don’t let online consumers deem your agency website unhelpful and leave as fast as they arrive. <br />
<br />
I’ll go over the key areas that need to be addressed within the first 15 seconds of looking at a website, such as:</p>
<p style="margin-left: 40px;">1.<span class="Apple-tab-span" style="white-space:pre;"> </span>Colors and photos<br />
2.<span class="Apple-tab-span" style="white-space:pre;"> </span>Logo and branding<br />
3.<span class="Apple-tab-span" style="white-space:pre;"> </span>Calls to action<br />
4.<span class="Apple-tab-span" style="white-space:pre;"> </span>Mobile websites: Adaptive versus responsive</p>
<p >We will review each point in detail, so you can come away with confidence to make these types of decisions for your own agency website. These topics can make or break your website’s first impression to new visitors. <br />
<br />
Join me on Thursday, May 18th for T<em>he Bare Necessities: Your Homepage Checklist</em>. <strong><a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&utm_campaign=KB050517&utm_medium=GetITC">Register now for this presentation</a></strong>. <br />
<br />
As always, there will be a Q&A section at the end of the presentation. I am looking forward to speaking with each of you!</p>
<div> </div>urn:uuid:11383 Simple Reasons Why Your Insurance Website Isn’t Converting Visitors into Leads - Agency Marketing BlogEver wonder why your insurance agency website isn't converting visitors into leads? Here are three simple reasons why that may be the case. 2017-05-03T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/KarlyBaker/woman-celebrating.jpg" alt="woman celebrating in front of computer" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Every insurance agency needs an effective online presence that meets visitor expectations.<br />
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We live in a fast-paced world. The proliferation of the internet increases our longing for instant gratification. Online, we desire to have what we want, when we want it. <br />
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The user’s experience has priority when it comes to website design. That means if your insurance website isn’t user-first, you won’t convert visitors to leads. </p>
<p >
Don’t start worrying, yet though. To appease online consumers and convert them into leads, look to these three reasons. Once you know the cause of your website’s low conversion rate, you can work to resolve it. <br />
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<strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Outdated Content</strong><br />
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Websites with outdated content leaves a bad taste and a poor <a href="https://www.getitc.com/blog/marketing/2017/04/24/at-a-glance-what-your-website-says-about-your-business#.WQiv9BMrKUk">first impression</a>. <br />
<br />
For the most part, users are on your agency website to find out more information: </p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span><em>Address and directions: </em>If you’ve recently moved locations, update your website accordingly.<br />
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•<span class="Apple-tab-span" style="white-space: pre;"> </span><em>Office hours:</em> Are you closed Sundays? How about upcoming holidays?<br />
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•<span class="Apple-tab-span" style="white-space: pre;"> </span><em>Product information:</em> Make it easy to learn about the coverages and services you offer. <br />
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•<span class="Apple-tab-span" style="white-space: pre;"> </span><em>Contact:</em> Sometimes consumers want to email you. Sometimes they want to call. Give them the option of both. </p>
<p>If this information isn’t updated and readily available, it’s a bad user experience. A bad user experience makes consumers far less likely to convert. Be sure to double check your agency website for outdated content. <br />
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<strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Low Activity </strong><br />
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Websites with low activity are a red flag to consumers. <br />
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According to a <a href="https://www.marketingprofs.com/charts/2017/31952/the-biggest-mistakes-small-businesses-make-with-their-websites?adref=nlt042017">2017 survey</a>, 28.9 percent of consumers consider a small business website outdated if it was not updated in more than six months. 24.8 percent considered a website outdated if it was not updated in more than one month.<br />
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Imagine two websites selling the same product. One has an updated blog post from the past week. Their website’s social media widget has recent social media posts. The homepage content is relevant. <br />
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The other website is almost identical. But, it has <a href="https://www.getitc.com/videos/2017/05/02/what-a-neglected-blog-says-about-you#.WQi3AxMrKUk">a blog post from eight months ago</a>. Their website’s social media widget is sparse. A homepage image from Valentine’s Day is still up. <br />
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Which would you trust? <br />
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A website with minimal activity indicates you don’t care. Consumers think: Why would this agent care for me when they can’t even care for their own website?<br />
<br />
If you have trouble keeping up to date with your website, try a recurring reminder in your email calendar. Or, <a href="https://www.getitc.com/blog/marketing/2014/10/31/to-outsource-or-not-to-outsource-your-social-media#.WQi2dhMrKUk">outsource tasks</a> like blogging and social media posts. <br />
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<strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Adaptive or Responsive Website</strong><br />
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If a consumer visits your insurance website on a mobile device, and it’s not mobile-friendly, they will go to your competitor. <br />
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Don’t fret, because you have a few options for a mobile-friendly website design. <br />
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Adaptive design uses various layout sizes and types. When the system detects a browser size, it selects the layout most appropriate for the screen. The website’s layout on a mobile phone would differ from the layout on a tablet. <br />
<br />
A responsive design adjusts the placement of design elements to fit in the available space.<br />
<br />
Not only does a mobile-friendly website help consumers convert, it will also help online consumers find you. <a href="https://webmasters.googleblog.com/2015/04/rolling-out-mobile-friendly-update.html">Google boosted </a>the ranking of mobile-friendly pages on mobile search results. Searchers can now find results where text is readable without tapping or zooming. <br />
<br />
For more information on mobile websites in the insurance industry, <a href="https://www.getitc.com/blog/marketing/2017/03/01/adaptive-vs-responsive-mobile-websites-in-insurance-a-research-report#.WQi4ZBMrKUk">read our research report</a>. <br />
<br />
In closing, having an updated, active, mobile-friendly website is important to converting website visitors into leads. Otherwise, these issues, left unresolved, can create a disconnect keeping a visitor converting into a lead. </p>
<div> </div>urn:uuid:1137Operation Agency Success: What a Neglected Blog Says About You - ITC VideosWhy neglecting your blog is worse for your insurance agency website than not having a blog at all.2017-05-02T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/oas/laird-rixford-neglected-blog.jpg" style="display:none;" /><iframe src="https://player.vimeo.com/video/215533544?color=ff9933&autoplay=1" style="margin-top:8px;" width="654" height="368" frameborder="0"><noframes><img alt="" src="/images/blog/oas/laird-rixford-neglected-blog.jpg"></noframes></iframe>
<p> </p>
<p>ITC President Laird Rixford explains why neglecting your blog is a bad idea and what message it sends the visitors of your insurance agency website.</p>
<h2 class="subtitle">Related Articles</h2>
<p>Want to blog but struggle with a topic? Check out our <a href="https://www.getitc.com/blog/tag/10%20ideas/">monthly 10 ideas posts</a>!</p>
<p><a href="https://www.getitc.com/blog/marketing/2016/06/15/content-curation-101-for-the-busy-insurance-agent">Content Curation 101 for the Busy Insurance Agent</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/07/20/75-blogging-lessons-from-750-blog-posts">75 Blogging Lessons from 750 Blog Posts</a></p>
<p> </p>
<h2 class="subtitle">Video Transcript</h2>
Blogging is the life blood of a content marketing strategy. If you're not blogging consistently, then it will send the wrong message about your agency. And here's what a neglected blog will say about your agency. <br />
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One, that you're not an expert. By not consistently and regularly blogging with content, you're really giving a message to your consumers that you just really don't have what it takes to be an insurance expert, because you're not able to continually provide them good content that allows them to research your insurance that you offer. <br />
<br />
Two, that you don't care. By not regularly blogging on your website, your consumer will look at you and say, "You know, they seem to just kind of phone it in every once in a while," and that's not the message you want to give. You want to give the message that you are consistently there, providing them new topics for them to research and understand the insurance that you sell. <br />
<br />
Three, that you're out of touch. By not blogging and writing consistently on your website, it tells your consumer that frankly, you're out of touch with the industry, that you're not at the forefront of things that are going on. And if you have a blog entry from three years ago, talking about insurance then, the world is completely changed now. There's usage based insurance, ride sharing, safer cars. All of that is now part of the new conversation when it comes to insurance content marketing. <br />
<br />
And finally, number four, that you're going out of business. If you go to a website that hasn't been updated regularly or hasn't been updated in the past year or two, are you going to say, "I want to work with this business that has no updates on their site? Are they even in business? Should I even give them a call to offer them my business?" The answer's probably going to be no. You do not want to do that for an agency that has not continually maintained a conversation with their consumers. <br />
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A deserted blog is worse than not blogging at all. So, if you should decide to do a content marketing strategy through blogging on your website, make sure that you consistently add new content. If you're not able to do so, reach out to someone to help you maintain that consistent blogging effort.urn:uuid:1136The Top 5 Email Marketing FAQs (Answered) - Agency Marketing BlogAgencyBuzz Coordinator Heather Galloway compiles her most frequently asked email marketing from insurance agents. 2017-05-01T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/HeatherGallowayBlogs/Questions.jpg" alt="Question mark sticky notes on laptop" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />A lot of questions come across my desk from our AgencyBuzz customers. They want to know about the ins and outs of their insurance agency’s email marketing. Well, I’m here to answer the top five most frequently asked questions.<br />
<br />
<h2>Q: Do I have enough contacts in my database to be successful?</h2>
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A: There is a myth floating around in the world of email marketing. A lot of people think the more email addresses in your database, the better. <br />
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I firmly disagree. <br />
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When it comes to successful email marketing, quality outperforms quantity every time. A list of 500 receptive contacts is better than a list of 3,000 contacts where only 100 are active and engaged. <br />
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If you still think your list is too small, think about ways you can <a href="https://www.getitc.com/blog/marketing/2014/06/06/growing-your-email-list-organically#.WQNVZhMrKUk">organically grow your database</a>. <br />
<br />
<h2>Q: Why are my contacts not receiving my emails?</h2>
<p>
<br />
A: You can sometimes face technical difficulties from your email marketing platform. But, it’s more likely one of these two reasons.</p>
<p style="margin-left: 40px;">
1.<span class="Apple-tab-span" style="white-space: pre;"> </span><span style="text-decoration: underline;"><em>Delivery Issues</em></span> – This happens when the email service provider (e.g. Gmail, Outlook, etc.) rejects your emails. The messages were never delivered to the email address. The cause? Excessive hard bounce rates or IP address reputation. Host email marketing on a platform, like AgencyBuzz, and delivery issues should remain minimal.<br />
<br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span><em><span style="text-decoration: underline;">Deliverability Issues</span></em> – This happens when your email goes straight to a spam or junk folder before even reaching the inbox. Different things cause this automatic filtering. Common culprits are excessive soft bounce rates, spammy content, or low engagement. For tips on getting in the inbox instead of the junk folder, check out my <a href="https://www.getitc.com/blog/marketing/2016/12/15/masters-of-marketing-signed-sealed-delivered-get-your-emails-into-inboxes#.WQNarRMrKUk">Masters of Marketing presentation about deliverability</a>.<br />
<br />
</p>
<h2>Q: Why does it feel like no one is opening my emails?</h2>
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A: If your open rates are dipping below the <a href="http://mailchimp.com/resources/research/email-marketing-benchmarks/" target="_blank">average open rate</a> for the insurance industry, take a step back. Look at a few key components. <br />
<br />
Something as simple as the send time, frequency, or subject line could improve your rates. You should also check in on <a href="https://www.getitc.com/blog/marketing/2013/07/17/what-is-email-segmentation" target="_blank">your database</a> to make sure it’s up-to-date and accurate.<br />
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<h2>Q: When is the best day/time to send out my emails?</h2>
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A: Arguably the most popular question our AgencyBuzz team gets asked. But, the answer isn’t so simple because <a href="https://www.getitc.com/blog/marketing/2015/06/01/when-should-i-schedule-my-marketing-emails#.WPUw4_krKUk">there isn’t a magic day or time</a>. <br />
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It all depends on your audience, the email domains of your recipients, and more. It’s a pretty complicated puzzle. The trick is to continually test different days and times to see what generates the highest engagement. <br />
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Once you pick your sweet spot, don’t forget to frequently check in on your campaigns often. Make sure you’re still sending your insurance emails at the optimal time for your audience.<br />
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<h2>Q: Where are my leads? Why isn’t my phone ringing?</h2>
<br />
A: This is the biggie. Everyone wants to see a return on that investment. There’s good news: Email marketing is a great tool for <a href="https://www.getitc.com/blog/marketing/2017/03/27/rebuttal-you-have-to-use-email-marketing-to-grow-your-agency#.WPUjd_krKUk">nurturing your leads</a>.<br />
<br />
The first thing you should take a look at is your content. Is your message clear, deliberate, and compelling? Are you providing value to your audience? Are you generating enough interest to get them to take action and, ultimately, become a client?<br />
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Once you’ve squared away your content, next look at your <a href="https://www.getitc.com/blog/marketing/2017/04/05/the-call-to-action-button-you-might-be-doing-it-wrong#.WPUo_fkrKUk">call to action</a>. You should only have one primary action you want your readers to take and it should be prominent. Don’t leave your recipients asking themselves “Now what?”<br />
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And finally, remember who you are talking to. It is unlikely for an email recipient to cross mediums and pick up the phone to speak to someone verbally. <br />
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So instead of asking yourself “Why isn’t my phone ringing?” you should be asking “Why aren’t people clicking on my links?”<br />
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<br />
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<em>Do you have unanswered email marketing questions? Our experts are here to help. <a href="https://www.getitc.com/contact/?utm_source=Marketingblog&utm_campaign=HG05012017&utm_medium=GetITC">Contact our AgencyBuzz team today</a>!<br />
</em>
<div><em> </em></div>urn:uuid:113510 Springtime Content Ideas for May - Agency Marketing BlogStep into spring with these 10 springtime content ideas for your insurance agency blog. 2017-04-26T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/May.jpg" alt="10 Content Ideas for May graphic" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Spring is in the air, along with pollen, molds and fresh-cut grass. If you’re sniffling through the month and a bit cloudy from allergy medicine, don’t worry. We have 10 content ideas to choose from for your next agency blog, newsletter, or social media post. <br />
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<a href="https://www.getitc.com/blog/marketing/2017/03/29/think-fast-10-quick-content-ideas-for-april#.WP-juPkrKUk">As always</a>, check back next month for even more content ideas for your insurance website. <br />
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<strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Hurricane Season</strong><br />
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Summer is around the corner, and with it, hurricane season. If your agency is in a hurricane-prone area, help your customers prepare. Write a blog post about this devastating weather event. It can be about putting together an emergency readiness kit. Or, do some research and post predictions about this year’s storm severity. <br />
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<strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>National Teachers Day – May 2<br />
</strong><br />
For this holiday, share a relevant image or memory on <a href="https://www.getitc.com/blog/marketing/2017/04/10/what-top-insurance-agencies-know-about-social-media-that-you-dont#.WP-kW_krKUk">social media</a> of your favorite teacher. Ask your followers to comment with their favorites too. <br />
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<strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Roof Repairs</strong><br />
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Have there been any hail storms in your area in the past few months? Some customers may still need to submit a claim for damage. Or, if a homeowner moves into an older house, they’ll want to check the roof for needed repairs. <br />
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<strong>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Mother’s Day – May 15</strong><br />
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This holiday always sneaks up on people. In the U.S., Mother’s Day occurs the second Sunday each May. Do your social media followers a favor and remind them one or two weeks ahead to get their preferred gifts. <br />
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<strong>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Weekly Hashtags</strong><br />
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Some of the same hashtags trend online week after week. If your agency is on social media, why not take part in some weekly hashtags? <br />
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For #MondayMotivation, people usually post a motivational quote or picture. On #Throwback Thursday (often shortened to #TBT), folks share old photos from years past. Share a picture of an event you hosted last year, for example.<br />
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<strong>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Signs of Water Damage</strong><br />
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Water damage is a serious issue for homeowners. It can be costly to repair and reveal greater problems elsewhere in the home. What are signs your customers should watch out for, and how often should they check?<br />
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<strong>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Memorial Day – May 29</strong><br />
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It’s likely a lot of your customers will be traveling this weekend. Let them know where they can contact you to submit a claim if they run into trouble on vacation. You can even provide instructions on how to bookmark your <a href="https://www.getitc.com/products/websites/features/mobile/device-support">mobile website</a>. <a href="http://support.pathable.com/knowledgebase/articles/482434-bookmark-site-on-a-mobile-device">Here’s a great tutorial</a> for different kinds of devices. <br />
<br />
<strong>8.<span class="Apple-tab-span" style="white-space: pre;"> </span>RV Maintenance Tips</strong><br />
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Often, recreational vehicles sit idle for months between uses. And, as summer vacation looms, the season for RVs does too. Come up with a maintenance checklist readers can use before their next road trip. <br />
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<strong>9.<span class="Apple-tab-span" style="white-space: pre;"> </span>Motorcycle Safety</strong><br />
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Do any motorcycle enthusiasts come through your agency doors? Write a blog post for them or include a blurb in your agency newsletter. Discuss the latest motorcycle safety news or beginner tips.<br />
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<strong>10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Commercial Lines Series: Risks for Outdoor Venues</strong><br />
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If your agency offers commercial lines, try writing a blog series for those clients. In the spring, people go to a lot of outdoor recreational venues. Write up a blog post about the specific risks for your clients.<br />
<div> </div>urn:uuid:1134Managing Your Agency’s Data to Improve Results - Agency Management BlogData is a game changer. Here’s why and how you can use it to improve your insurance agency and grow.2017-04-25T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/BeckySchroederBlogs/managing-data.jpg" alt="ipad screen" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />I’m always surprised when I hear agents admit to not knowing their close ratio or <a href="https://www.getitc.com/blog/marketing/2013/02/20/how-retention-rate-is-misleading-your-agency">retention rate</a>. Or to have no clear idea of how their leads found them.<br />
<br />
To me these are questions any agency owner should want to know about their business. Data is a game changer for any agency. <br />
<br />
<h2>Why You Should Care About Data</h2>
<p> </p>
Data is important to your business. Why? Because you can’t improve what you don’t measure. <br />
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It doesn’t matter how large or small you are. You have data available to you that when you understand it can have an impact on your agency.<br />
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Data can tell you how you’re doing and where you currently are. That helps you better plan where you want to go and how you’re going to get there. You’ll see trends and be able to shift towards what is most effective.<br />
<br />
Consider how other industries are using data to better understand their customers. They then use that understanding to better serve their customers, which inspires loyalty.<br />
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Amazon uses your order and search histories to recommend products you’re more likely to buy. This is why the home page looks different for you and me. Netflix does the same thing with what you watch.<br />
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The more you know about your customers. The more you know about your agency. The more you know about what works, the more successful you’ll be.<br />
<br />
<h2>What Kind of Data to Collect</h2>
<p> </p>
You can track data on your customers. Like emails, dates of birth, locations, current carrier, lead source, etc. <br />
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You can track data on your agency performance. Like revenue by line of business, carrier, location. Closing ratios. Loss ratios. Retention. New business written.<br />
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You can also track by producer performance. Like quotes made or bound. Number of calls made or taken, etc. Quality of data entered.<br />
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<img src="/images/blog/BeckySchroederBlogs/data-types.png" alt="word cloud" style="width: 500px; height: 325px; vertical-align: middle; border-width: 1px; border-style: solid;" /><br />
<h2>How You Collect Data</h2>
<p>
<br />
You have technology in your agency that can give you all this data and more. You just need to pull it out and review it.</p>
<p> </p>
<p style="margin-left: 40px;">
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Your agency management system data can tell you about the current state of your agency. You’ can also learn about your agency’s sales and service activities. You can pull a report to see how much new business you wrote last month and then compare it to the same time last year. You can see cancellations and expiring policies. Monitor your agency fees and reconcile your commissions. You can also set certain fields as required so your producers have to enter data into them. Reports don’t help you if you’re missing the data.<br />
<br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>The data in your <a href="https://www.getitc.com/!/comparative-rater?utm_source=managementblog&utm_campaign=BS042517&utm_medium=GetITC"><strong>comparative rater</strong></a> can give you insight into your sales process. Where are your leads coming from? How many quotes does your agency do in a day or month? How many of those quotes do you bind? How did the prospect contact you? Like the management system, you can make certain fields required. <br />
<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Your <a href="https://www.getitc.com/blog/tag/insurance_websites/">insurance agency website</a> data can tell you about how your marketing is working. How did visitors find your website? How much time did they spend? What pages did they visit? How many converted on a quote form? <br />
<br />
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Don’t forget about your phone system. Use your phone system to track number of outbound and inbound calls. How much time does each producer spend on the phone per day? How much time per call?</p>
<p>
The critical part of all these systems… You need to train your employees to collect data. Setting fields as required only does so much. If an employee chooses a value at random, that data still doesn’t help you.<br />
<br />
Share with your team why you need this data and how it’s going to help them and the agency. Make sure they know what type of data you need, what questions to ask and where to put that data when they have it.<br />
<br />
Then start tracking and hold them accountable if they’re not entering data or entering bad data.<br />
<br />
</p>
<h2>What You Can Do With Data</h2>
<p> </p>
<p>
When you use your available data, you can uncover opportunities to round out accounts. You’ll identify customers of one line of business that you can then market and sell another line of business to. <br />
<br />
It’s cheaper and easier to market to existing customers because they already know and trust you. If you want to increase revenue, start with the reports that will show you cross selling opportunities.<br />
<br />
Let’s say you’ve got 1,000 customers who have an auto policy with you but not a home policy. A few more assumptions:</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span>The average premium for a home policy at your agency is $700.<br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Average commission is 12.5 percent. <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Average close rate is 15 percent.</p>
<p>
For this example, you will have added about $13,125 to your agency’s revenue.<br />
<br />
Worth it, right?<br />
<br />
</p>
<h2>Know Your Data!</h2>
<p> </p>
<p>
Data is a critical part of any plan to grow. You have so much data available to you in the <a href="https://www.getitc.com/blog/management/2016/08/16/are-you-fully-using-the-insurance-agency-software-you-have">systems you’re already using</a>. <br />
<br />
Take a look at the reports in your comparative rater and agency management system. Check out your <a href="https://www.getitc.com/whitepapers/insurance-agents-guide-to-google-analytics">Google Analytics</a>. Ask questions about the data and what is affecting those numbers. Then make small changes and watch to see if they change.<br />
<br />
Make sure you educate and train your employees to help. Their contribution to gathering and entering data is important. Incomplete data doesn’t paint a clear picture.</p>
<p> </p>
<p>
<em>The <a href="https://www.getitc.com/blog/tag/modern_agency/">Modern Agency</a> monthly blog series discusses various topics related to the success and growth of independent insurance agencies in the modern market.</em></p>
<div> </div>urn:uuid:1133At A Glance: What Your Website Says About Your Business - Agency Marketing BlogFirst impressions matter, especially online. Is your insurance website making a good first impression?2017-04-24T09:00:00Z2024-03-19T05:52:04Z<p><a href="http://"><img src="/images/blog/KirstenThortonBlogs/Website.jpg" alt="website usability graphic" style="width: 300px; height: 300px; float: right; margin-bottom: 10px; margin-left: 5px;" /></a>Many things factor into first impressions of an <a href="https://www.getitc.com/!/insurance-website"><strong>insurance website</strong></a>. Your logo, colors, layout, images and popups either impress or disappoint visitors. So often these factors get tackled separately. People try to master one at a time. Sometimes they even focus on one and forego all the others. <br />
<br />
Websites involve lots of moving parts, so it’s important to remember how they appear and function as a whole. First impressions are significant. <br />
<br />
Keep in mind bad first impressions can leave the following impressions on visitors:</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>You do the bare minimum. <br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>You don’t pay attention to detail.<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>You don’t care about your audience.</p>
<p>Positive first impressions can send a different message:</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>You take pride in what you do.<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>You have invested in this business.<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>You carry yourself with professionalism.</p>
<p>So, try to gain some perspective on your website ever so often. Here are a few approaches to help put the entire picture together.<br />
<br />
<strong>Do you have a clear, identifiable logo?</strong> <a href="https://www.getitc.com/blog/marketing/2013/10/15/8-signs-its-time-for-a-new-logo#.WPok7vkrKUk">A professional logo</a> builds trust and sets your business apart from others. Don’t miss this chance to be memorable.<br />
<br />
<strong>Do you have a (good) <a href="https://www.getitc.com/blog/marketing/2017/02/16/masters-of-marketing-a-thousand-words-using-photos-on-your-insurance-website#.WPolGPkrKUk">primary image</a>?</strong> Photos are now central to many styles and designs online. Take the time to choose one that reflects your values and resonates with your audience. An outdated or unrelated image will cause visitors to lose interest fast. Make sure it is high resolution, too. <br />
<br />
<strong>Are your colors too average or too crazy?</strong> Most industries have particular colors associated with them. Try to break away from the pack. Set yourself apart from the competition in a good way. Going too wild could feel tacky. Allow your colors to make an impact without being jarring.<br />
<br />
<strong>Does your website have direction?</strong> Often, the hard part is getting customers to your website. Once they’re there, make it easy for them to do what they came to do. Know your audience and provide a good <a href="https://www.getitc.com/blog/marketing/2013/04/23/how-to-create-an-effective-call-to-action-on-your-website#.WPojC_krKUk">call to action</a>. If there is no clear path or direction on your website, visitors might stray. (And take your bounce rate with it.)<br />
<br />
<strong>Is your content dated or generic?</strong> Don’t get caught with stale, old, standard content on your website. Make sure it’s updated often, reflects your brand, and benefits your customers. If content is boring or confusing, you will seem out of touch with your audience, and thus not a good fit. Make your language easy to understand so customers feel comfortable.<br />
<strong><br />
Do you have digital clout?</strong> There should be blogs or testimonials visible on your website. They show you know your industry and have satisfied customers. Reading relevant tips or insight is a huge advantage for consumers. Give your business some credibility, making it more personable and trustworthy.</p>
<p> </p>
<p>By and large, design plays the largest factor in getting new visitors to stay on your website. Make sure your interface is clean, organized, and appealing. Also, consider the extra advantage a good first impression makes. Down the road, visitors are more likely to accept some hiccups down the line, should they happen. A compelling first impression could be the difference between inactivity and conversion.</p>
<div> </div>urn:uuid:1132Masters of Marketing - Future-Proofing Your Agency's Search Visibility - Agency Marketing BlogWhat's next for SEO, and how can you prepare for it ahead of the curve?2017-04-20T13:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/Masters-of-Marketing.jpg" alt="Masters of Marketing" title="Masters of Marketing" style="float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 5px;" />
<p><em>What's next?</em><br />
<br />
It's a question that comes up a lot in the insurance world these days, as search technology and consumer habits continue to evolve at a breakneck pace.<br />
<br />
Keeping up with this evolution can be a bit dizzying. Even discouraging.<br />
<br />
But what if you could adapt your agency marketing strategy to prepare for any curveballs the future of search might throw at it?<br />
<br />
In this Masters of Marketing webinar, I dive into what that a future proof search marketing strategy looks like. I also introduce some emerging search technologies this strategy can help you dominate in the next few years.<br />
<br />
I've included a short summary of my presentation below. But if you want to be ahead of the curve, you should <a href="https://attendee.gotowebinar.com/register/9049646283266327042" target="_blank">watch the recording here</a> or review the slides below.<br />
<br />
</p>
<h2>What's on Tap for Search</h2>
<br />
<br />
Search marketing looks far different today than it did a mere five years ago. Search engines now on providing answers to consumers' in-the-moment needs. This is the one and only goal, regardless of where consumers are or what type of device they're searching from.<br />
<br />
In the coming years, the search industry will continue to close the gap between consumers and search results. Voice search, personal assistants, virtual reality and location search will gain traction. And these emerging technologies will make search a seamless part of our lives.<br />
<br />
<h2>Shoring Up Your Strategy</h2>
<br />
<br />
These emerging search innovations are already impacting marketing strategy. The stage is set, and the path forward is clear. Your agency must work to be there for consumers in their moment of need. This means:
<p> </p>
<ul style="margin-left: 40px;">
<li>Leveraging research to understand the various needs consumers might have</li>
<li>Building a cohesive content strategy to satisfy these needs individually</li>
<li>Forging connections with your community to bolster consumer trust</li>
<li>Repeating these steps across various tech devices and consumer contexts</li>
</ul>
<p>This framework is anchored on proving relevance and trust — the two continual pillars of search marketing. And while the strategy take some careful thought and planning at first, it will be easy to adapt to any new search innovations that come down the pike.<br />
<br />
</p>
<h2>Measuring Success</h2>
<br />
<br />
Of course, you will need to measure the results of your future-proof search marketing strategy to see if it's working. But you will need to look beyond search rankings and website traffic numbers to get a good read on your campaign.<br />
<br />
Why? Well, many new search technologies will bypass both search results pages and your website. Yet, these new forms of search will still bring your agency prospects. So, it's crucial that you measure search marketing success more holistically.<br />
<br />
You will want to survey your customers on how they found you. Also, determine which devices they used throughout the process. Make sure there all devices or consumer needs are accounted for. Your success depends on providing a great experience to consumers — no matter where they're searching from, or what they're searching for.<br />
<br />
By understanding what's coming and how to prepare for it, you'll be ahead of the search marketing curve. And your agency will stand to get a bigger piece of the pie.<br />
<br />
Want to see more? View the slides from the presentation below. <a href="https://attendee.gotowebinar.com/register/9049646283266327042" target="_blank">Watch the recording here</a>.
<p> </p>
<div> </div>
<iframe src="//www.slideshare.net/slideshow/embed_code/key/JMletotQj4aEFq" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;"> </iframe>
<div style="margin-bottom:5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/future-proofing-your-agencys-search-visibility" title="Future Proofing Your Agency's Search Visibility" target="_blank">Future Proofing Your Agency's Search Visibility</a> </strong> from <strong><a target="_blank" href="https://www.slideshare.net/InsTechCorp">Insurance Technologies Corporation (ITC)</a></strong></div>
<p style="margin-bottom:5px;"><strong> </strong></p>
<p style="margin-bottom:5px;">Don't forget to <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=Marketingblog&utm_campaign=DB042017&utm_medium=GetiTC">join us next month</a> on May 18th at 12:00 p.m. CT for "The Bare Necessities: Your Homepage Checklist" hosted by Website Coordinator Karly Baker. </p>urn:uuid:1131Unpacking the ROI of SEO - Agency Marketing BlogHow do you measure SEO's return on investment?2017-04-19T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/Return-On-Investment.jpg" alt="ROI illustration graphic" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />If you're looking to grow your agency's revenue, <a href="https://www.getitc.com/blog/tag/seo/">search engine optimization</a> (SEO) is your friend.<br />
<br />
SEO puts your agency website in front of consumers at the moment they search for your services. <a href="https://www.getitc.com/blog/marketing/2017/03/20/dont-grow-your-agency-off-of-email-marketing#.WPD_7WkrKHt">This makes it an effective lead generation tool</a>. Plus, SEO can be more cost-effective than other marketing channels.<br />
<br />
But this all leads to the big question: What return on investment (ROI) can you expect for SEO?<br />
<br />
Unfortunately, the answer is not straightforward. Let's take a closer look at why that is.<br />
<br />
<h2>What Goes Into ROI</h2>
<p>
<br />
Le's start by defining exactly what ROI is. To paraphrase my colleague <a href="https://www.getitc.com/blog/marketing/2017/03/27/rebuttal-you-have-to-use-email-marketing-to-grow-your-agency#.WPD_02krKHt">Heather Galloway</a>:</p>
<p style="margin-left: 80px;">
<strong>ROI = <span style="text-decoration: underline;">revenue - cost</span> x 100<span style="text-decoration: underline;"><br />
</span></strong></p>
<p style="margin-left: 160px;"><strong>cost</strong></p>
<p>
If you look at this calculation on a basic level, SEO should yield a high ROI<br />
<br />
While you might hire staff to handle your SEO or outsource it, you won't take on many costs beyond that. So once your revenue surpasses those costs, you'll see positive ROI.<br />
<br />
But how long does that take to happen? This is where things get tricky.<br />
<br />
</p>
<h2>The Unknown</h2>
<p>
<br />
If you know these values up front, you can project ROI:</p>
<ul style="margin-left: 40px;">
<li>Cost</li>
<li>Time</li>
</ul>
<p>
For instance, if you buy ad space on a billboard, you know how much it will cost and when consumers will see it. You can factor in how many vehicles pass the billboard each day and how many drivers are likely to respond to it. Then, you can use these estimates to benchmark what the ad's ROI should be. Once the campaign is over, you can see if the ROI met expectations.<br />
<br />
This type of analysis won't work with SEO, though.<br />
<br />
Why? Because time is a giant unknown in search marketing.<br />
<br />
Other channels allow you to buy your audience';s attention at a certain time. But SEO requires you to <em>earn</em> attention over time.<br />
<br />
Google follows consumer behavior. If a website can earn consumer trust online, they'll get the rankings, traffic, leads and ROI. If consumers don't trust you or believe in your brand, search engines won't either.<br />
<br />
There is no magic timetable to earning trust online. Many tactics can speed up the process. But it's impossible to say what return you should expect in a month, or a year. Each website is different.<br />
<br />
</p>
<h2>The Uncertain</h2>
<p>
<br />
It can also be difficult to determine how much of your agency's revenue is coming from SEO. Search marketing has an extended buying cycle. And, that buying cycle often intersects with other channels.<br />
<br />
Google describes this cycle in their <a href="https://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf" target="_blank'">Micro-Moments</a> model of search behavior. The model states consumers turn to search engines for four reasons:</p>
<ul style="margin-left: 40px;">
<li><em>I want to go</em></li>
<li><em>I want to do</em></li>
<li><em>I want to buy</em></li>
<li><em>I want to know</em></li>
<ul>
<p>
The first three types of searches appear to tie in well with revenue generation. The fourth might not.<br />
<br />
But look closer.<br />
<br />
It's true someone entering an <em>I want to know</em> search might not be immediately valuable to your bottom line. But that searcher could visit your website, like what they see, and later come back and buy a policy. Or, they could take note of your branding during that initial visit, and then later click on a banner ad and buy a policy.<br />
<br />
In both scenarios, SEO played a role in getting you that revenue. But you won't report a great return if you don't give search proper credit for the transaction.<br />
<br />
As you can see, calculating ROI can be as clear as mud.<br />
<br />
</p>
<h2>The Opportunity</h2>
<br />
It's easiest to gauge ROI in a cause-and-effect scenario.<br />
<br />
Paid search provides a great example for this. You pay a certain amount when people click on your ad. If they bring in more revenue than the cost of their clicks, you will see positive ROI. But you will need to continue running campaigns and bidding on keywords to see success. Otherwise, your ads will disappear.<br />
<br />
SEO is different. The goal is still to get consumers to click on your search result and bring you revenue. But you don't have to pay for that click. And you don't have to spend as much effort maintaining your campaign.<br />
<br />
Getting your website to rank for relevant keywords can be difficult. But once you do, your website should maintain those rankings for a long time. It will bring in more and more website traffic, and likely more and more revenue. Plus, it can boost other revenue streams, such as referrals or email marketing.<br />
<br />
This means SEO has a backloaded ROI. It might be slim pickings early on, as your agency works to build relevance online. But once your site starts ranking, you can expect accelerating returns.<br />
<br />
<h2>So, What Can I Do?</h2>
<p>
<br />
There's no doubt it's tough to calculate ROI for SEO. But there's also no doubt SEO can be a powerhouse at driving revenue. So how do you ensure you&'re on the right track?</p>
<ul style="margin-left: 40px;">
<li><strong>Don't give up too early.</strong> It can take several months to see SEO results. But once you do, your ROI can skyrocket. Don't pull the plug if you don't see positive ROI after one year.</li>
<li><strong>Measure, measure, measure.</strong> SEO can impact revenue from other marketing channels. Make sure you give it the proper credit so you can calculate ROI.</li>
<li><strong>Consider your consumers.</strong> Earning consumer trust online should be your top SEO priority. Do an exemplary job satisfying their needs and positive ROI will follow.</li>
</ul>
<p>
Stick to these tips, and you'll soon see how effective SEO can be.<br />
<br />
<em>Need some SEO guidance? ITC offers managed SEO services. <a href="https://www.getitc.com/solutions/agency-marketing/consultation/&utm_source=marketingblog&utm_campaign=DB041917&utm_medium=GetITC">Contact us for a free consultation</a>.</em></p>
<div> </div>
</ul>
</ul>urn:uuid:1130This is the Way: Mike Stromsoe from Stromsoe Insurance Agency - Agency Rating BlogThis is the way Mike Stromsoe, president of Stromsoe Insurance Agency, works.2017-04-18T09:00:00Z2024-03-19T05:52:04Z<img alt="This is the Way: Mike Stromsoe from Stromsoe Insurance Agency" style="width: 700px; height: 373px; vertical-align: middle; margin-bottom: 10px;" src="/images/blog/ThisistheWay/MikeStromsoe/This-is-the-Way.jpg" />
<p>Mike Stromsoe, president of <a href="http://siaonline.com/" target="_blank">Stromsoe Insurance Agency</a>, has had many memorable moments in his career. <br />
<br />
There was the time in late 1986 his dad finally convinced Mike to leave his restaurant job with its long hours away from his family and join his dad’s insurance agency. There was the time he decided to start his own agency in 1998. <br />
<br />
Then there was the time in 2000 when Mike was sitting in a learning seminar and had a lightbulb moment to start listening to people who knew more than he did and run with it. “I was going to be an implementer. I’ve done nothing since but invest in mentors, coaches and other people who have knowledge I don’t have.”<br />
<br />
Mike may have started in the insurance industry with skepticism, but he quickly discovered that there was much to like about it.<br />
<br />
“No day is the same. It’s extremely important to me that my clients and everything they’ve worked hard for are properly protected.”<br />
<br />
This is the way Mike Stromsoe works.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
<br />
Murrieta, California<br />
<strong><br />
Current gig(s):</strong><br />
<br />
</p>
<ul class="ulstyle-bullets">
<li>Most important: My family. My wife and I have six kids and 11 grandkids with two more on the way.</li>
<li>President of Stromsoe Insurance Agency. I have a great team, built around my philosophy of the three Ps: People, Processes, and Promotion.</li>
<li>Unstoppable Profit Producer Program – launched in 2013. </li>
<li>President of two nonprofit boards.</li>
</ul>
<br />
<strong>One word that describes how you like to work.</strong><br />
<br />
Impact. I like to make an impact in everything.<br />
<br />
<strong>Current mobile device:</strong><br />
<br />
Galaxy Note 4 <br />
<br />
<strong>Current computer:</strong><br />
<br />
PC – Dell <br />
<br />
<strong>Project(s) you’re currently working on:</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>Cousins Camp for our grandkids</li>
<li>Book #7 – Wins and Lessons </li>
<li><a href="http://www.milliondollarsalesproducer.com/" target="_blank">www.milliondollarsalesproducer.com </a></li>
<li><a href="http://www.beunstoppablebootcamp.com/" target="_blank">www.beunstoppablebootcamp.com </a></li>
<li>Developing a new office/sales team </li>
</ul>
<br />
<strong>Accomplishments you’re proud of:</strong><br />
<br />
My wife and I survived raising six kids <br />
<br />
<img src="/images/blog/ThisistheWay/MikeStromsoe/Mike-Cindy-Stromsoe.jpg" style="width: 400px; height: 250px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Mike and Cindy Stromsoe" /><br />
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
My goals are broken down into six separate sheets/categories. I read them every morning and see each sheet differently each day <br />
<br />
<strong>What are your biggest professional challenges?</strong><br />
<br />
People that are not committed and time management <br />
<br />
<strong>What do you like most about your job?</strong><br />
<br />
Helping people and teaching/motivating others to succeed <br />
<br />
<strong>What are the top three apps you use on your phone?</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>Google Maps </li>
<li>Stitcher </li>
<li>Facebook </li>
</ul>
<strong><br />
What’s the most recent app you’ve downloaded but have yet to use?</strong><br />
<br />
Inkcards/Postygram<br />
<br />
<strong>Describe your workspace.<br />
</strong><br />
Efficient, organized, quiet, tech driven. <br />
<br />
Above my desk I have what I call my Why Wall. It has pictures and other items that remind me of my why. My team built it for me right after my 30th anniversary of being in the industry. When things get rough or the day becomes too hard, I just look at my wall. <br />
<br />
<img src="/images/blog/ThisistheWay/MikeStromsoe/Stromsoe-family.jpg" style="width: 400px; height: 236px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Stromsoe family" /><br />
<br />
<strong>How do you manage your to-do list?</strong><br />
<br />
With diligence, I update it daily.<br />
<strong><br />
What’s your best time-saving tip or hack?</strong><br />
<br />
I stopped watching the news and reading newspaper five or six years ago. <br />
<strong><br />
What’s the first thing you do when you get in the office?</strong><br />
<br />
Fist bump every person on my team. <br />
<strong><br />
What do you listen to while working?</strong><br />
<br />
Nothing. Silence is golden.<br />
<br />
<strong>What are you currently reading?</strong><br />
<br />
“The Five Dysfunctions of a Team” by Patrick Lencioni <br />
<br />
<strong>What’s your favorite blog and/or podcast?</strong><br />
<br />
Blog: Darrendaily.com<br />
<br />
Podcast: Onward Nation<br />
<br />
<strong>Night owl or morning person?</strong><br />
<br />
Early morning <br />
<br />
<strong>How do you decompress?</strong><br />
<br />
Road bicycling <br />
<br />
<strong>What gets you out of bed in the morning?</strong><br />
<br />
Thrill of the chase <br />
<br />
<img src="/images/blog/ThisistheWay/MikeStromsoe/Mike-Stromsoe-biking.jpg" style="width: 400px; height: 400px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Mike Stromsoe bicycling" /><br />
<br />
<strong>What does a typical day look like for you? </strong><br />
<br />
In pursuit of goals from the first minute to the last minute. <br />
<br />
<strong>Who are your business idols and why?</strong><br />
<br />
Darren Hardy – there is no upper ceiling. <br />
<br />
<strong>What is your motto or personal mantra?</strong><br />
<br />
Make a difference. Be unstoppable. Leave no regrets. <br />
<br />
<strong>What’s the best advice you’ve ever received?</strong><br />
<br />
In 2008, I was sitting in a learning seminar where the instructor was talking about failure as a lesson. He said, “Think of it this way when it goes wrong. Did anybody die? If nobody died, you can recover.” I have never forgotten that statement. Any time when something goes wrong, I think of this. We have to move on. Can’t dwell; can’t mope. Just got to move on.<br />
<br />
<strong>If you could switch jobs with someone, who would it be?</strong><br />
<br />
Chris Froome, current Tour de France champion. I’d love to ride my bike for a living. I’d get a personal nutritionist and masseuse and get to ride my bike a lot.<br />
<br />
<strong>Who would you like to see in a future This is the Way post?</strong><br />
<br />
Jeff Roy, Jesse Parenti, and Claudia McClain<br />
<br />
<br />
<em>The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://twitter.com/instechcorp" target="_blank">Tweet us</a> or leave it in the comments below.</em>
<p> </p>urn:uuid:1129Don’t Refresh Your Insurance Website Without These 5 Things - Agency Marketing BlogUpgrading your insurance website? Don’t refresh your website without these five considerations. 2017-04-17T09:00:00Z2024-03-19T05:52:04Z<p><img style="width: 300px; height: 256px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" alt="breathe new life into your insurance website graphic" src="/images/blog/MattBlogs/blog%20photo.jpg" />It’s springtime once again. And with that, the rebirth of flowers…and pollen...and bugs. Okay, so spring has its drawbacks, but it is still a time of rebirth. <br />
<br />
With that in mind, this may be a good opportunity to bring your <a href="https://www.getitc.com/!/insurance-website"><strong>insurance website</strong></a> back to life.<br />
<br />
We talk about modern website design on a daily basis at ITC. What most people don’t know is how fast modern stops being modern. If your website is from 2014 or earlier, it may be time for an upgrade.<br />
<br />
All that said, you never want to slap something together for the sake of progress. <br />
<br />
To quote the late, great John Wooden, “Although there is no progress without change, not all change is progress.”<br />
In other words, if we’re going to do this, let’s put some thought into it. Here are 5 things to think about when planning a website upgrade.<br />
<br />
<strong>1.<span style="white-space: pre;" class="Apple-tab-span"> </span>Make it Visual</strong><br />
<br />
Content-heavy designs are no longer en vogue in website design. Today, it’s all about large vibrant imagery. For example, take a look at one of <a href="http://www.limbaniins.com/" target="blank">our recent insurance website design</a>. <br />
<br />
When you first click on the website link, what do you see? Photos. Personality. A family in their front yard. <br />
<br />
Here’s what you want to remember though: The imagery needs to <em>mean </em>something. Sell your products with your imagery. <br />
<br />
If you sell auto insurance, show a family enjoying themselves on a road trip. Highlight products you sell. Don’t pick a picture because it’s pretty. Pick it because it’s pretty <em>and </em>it sells your product. <br />
<br />
Don’t believe me? Take a look at the images in <a href="http://www.flakesfusion.com/modern-web-design-examples/" target="blank">this article on modern design</a>.<br />
<br />
<strong>2.<span style="white-space: pre;" class="Apple-tab-span"> </span>Make it Mobile-Friendly</strong><br />
<br />
We’ve had many blog articles describing <a href="https://www.getitc.com/blog/marketing/2017/03/01/adaptive-vs-responsive-mobile-websites-in-insurance-a-research-report#.WPDXbPkrKUk">responsive and adaptive websites</a>. What it boils down to is this: You <em>need</em> a mobile page to stay relevant. Several studies <a target="_blank" href="https://www.impactbnd.com/blog/mobile-marketing-statistics-for-2016">show </a>the majority of web traffic takes place on mobile devices. That’s a big deal. <br />
<br />
Google has taken note and now looks for mobile relevance when ranking your website.<br />
<br />
With a responsive design, you have one website that works across many platforms. An adaptive website requires an extra website for mobile devices and tablets.<br />
<br />
Let’s try an exercise.<br />
<br />
Open up this template website: <a target="blank" href="http://www.limbaniins.com">http://www.limbaniins.com</a> on your desktop, and then try it on your mobile device. This is a responsive design. What you may have noticed is it’s essentially the same website. <br />
<br />
Now, let’s look at someone who has an adaptive mobile website: <a href="http://www.holliwayinsurance.com/" target="_blank">http://www.holliwayinsurance.com/</a>. <br />
<br />
What did you notice? It’s a different look, but still conveys the same feel. Whichever style you like better, make sure you’re staying on top of your mobile presence.<br />
<br />
<strong>3.<span style="white-space: pre;" class="Apple-tab-span"> </span>Make it Relevant</strong><br />
<br />
For content, times have changed. Content is still important for SEO. But visually speaking, less is more these days.<br />
<br />
As you redesign your website, take a look at your homepage. Does it seem cluttered to you? If so, can you remove anything? Do you see any redundancies? This will clean up your homepage dramatically.<br />
<br />
For a modern design, homepage content should not be more than about two quick paragraphs. <br />
<br />
<strong>4.<span style="white-space: pre;" class="Apple-tab-span"> </span>Make it Searchable<br />
</strong><br />
As I mentioned before, content is one of the keys to SEO. But, don’t forget about the back end of your website. Meta data, content found in the back end, is important for SEO.<br />
<br />
If you have an <a href="https://www.getitc.com/products/websites/">Insurance Website Builder</a> site, you’re in luck. We’ve made it easy for you to add tags, page titles and page descriptions to your website.<br />
<br />
Use your upgrade as an opportunity to refresh your Meta data.<br />
<br />
It’s like I say to my customers: Having a pretty website is great. Having a pretty website people can find on Google is ideal.<br />
<strong><br />
5.<span style="white-space: pre;" class="Apple-tab-span"> </span>Do Away With Novelties</strong><br />
<br />
As my colleagues <a href="https://www.getitc.com/blog/tag/flash/">have written about in the past</a>, Flash is going the way of the dodo. Google is already blocking a lot of Flash content. The writing is on the wall. This will only intensify moving forward.<br />
<br />
It is for that reason I say this: Get rid of your flash novelties.<br />
<br />
The virtual spokesperson was an awesome tool in its day. Now, it’s blocked on Chrome. When it does play, it can be a source of aggravation for website visitors.<br />
<br />
Here are some other items you can remove with your upgrade:</p>
<p style="margin-left: 40px;">1.<span style="white-space: pre;" class="Apple-tab-span"> </span>Visitor Counters<br />
2.<span style="white-space: pre;" class="Apple-tab-span"> </span>Background Music<br />
3.<span style="white-space: pre;" class="Apple-tab-span"> </span>Pop-up advertisements or messages<br />
4.<span style="white-space: pre;" class="Apple-tab-span"> </span>Multi-colored text</p>
<p> </p>
<p>Websites, like life-forms and civilizations, are subject to evolution. Your competitors will move forward into the modern era. Don’t get left behind in the technological equal of the Stone Age. Consider these five points as you upgrade your website. <br />
<br />
<em>Are you in the market for an upgrade? Have any questions or tips of your own? Tell us in the comments below.</em></p>urn:uuid:1128Get Backlinks from Your Agency's Customers - Agency Marketing BlogTap a little-known resource for your website's backlinks: Your customers and agency partners. 2017-04-12T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DarminiKaraBlogs/SEOGraphic.jpg" alt="illustration of seo " style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Obtaining backlinks is one of the two most important aspects of SEO (<a href="https://www.getitc.com/blog/tag/content/">the other being content</a>). There are two main ways of getting backlinks. The first is naturally. If you have useful, high quality content <a href="https://www.getitc.com/products/websites/">on your website</a>, others naturally would want to link to it. <br />
<br />
You can also ask for them, where you request backlinks from other websites. I am going to discuss those methods now.<br />
<br />
<h2>Partners Page</h2>
<p> </p>
Include <a href="https://www.getitc.com/blog/marketing/2012/12/14/creating-a-partner-page-the-right-way#.WOz-P_krKUk">a <em>Partners </em>page</a> on your website to feature local associated businesses. For example, real estate agents, apartment communities, or auto dealerships. If you have an Insurance Website Builder site, you already have a <em>Partners </em>page. <br />
<br />
This is a page where you can list business partners under a wide variety of categories. The business’s information and links are all included in the listing. <br />
<br />
It’s a great page to entice your business partners with. You can offer to add them to your <em>Partners </em>page, if they do the same for you. That way, you both get backlinks. This backlink is valuable because it is relevant and related to your business. Links from directories are considered low quality. <br />
<br />
<h2>Testimonials Page</h2>
<p> </p>
If a business partner has <a href="https://www.getitc.com/blog/marketing/2012/02/14/top-7-tips-for-effective-customer-testimonials#.WO0A3fkrKUk">a testimonial page</a> on their website, offer to provide a testimonial. When you do, ask to include your website address. It should be a genuine testimonial. This may encourage them to fill one out for you too. <br />
<br />
<h2>Customer Spotlight</h2>
<p> </p>
Think about all the customers you meet in a month. Is there a particularly interesting customer that offers a unique product or service? You could write a blog post about them as a customer spotlight. <br />
<br />
Develop a monthly series, highlighting a different customer (or company) each time. The only charge for this advertisement is a backlink from your customer's website. A backlink from their social media would work, too. This would also make fun and relevant content for your local readers.<br />
<br />
<h2>Guest Blog</h2>
<p> </p>
Offer to write a blog on one of your partners' blogs. Write about how insurance relates to their customers in particular. For example, you’d write a home insurance blog for a real estate agent or home builder. <br />
<br />
At the end of the blog post, include a link to your website. This would be a valuable link, as the lead is already interested in your information.<br />
<br />
<h2>Sponsorships and Community Work</h2>
<p> </p>
<p>
Another way to get a backlink is by sponsoring local events or charities. Most organizations want to thank their sponsors. They do this by adding sponsor information to their website. Make sure they include a link to your website. You could even collaborate with a partner on a community event to double the number of backlinks.<br />
<br />
</p>
<p> </p>
<p>
There are many different ways of obtaining backlinks. Focus on quality over quantity. Fewer high quality links are always going to better than many low quality ones. And remember, all you have to do is ask. <br />
<br />
<em>Need help getting your insurance website in front of customers? <a href="https://www.getitc.com/solutions/agency-marketing/consultation/?utm_source=Marketingblog&utm_campaign=DK04112017&utm_medium=GetITC">Contact us</a> for a free SEO consultation today! <br />
</em></p>
<div><em> </em></div>urn:uuid:1127What Top Insurance Agencies Know About Social Media (That You Don’t) - Agency Marketing BlogEver wonder what top insurance agencies know about social media that you don’t?2017-04-10T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/SocialMedia.jpg" alt="social media illustration with computer" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Have you seen those agencies with a large <a href="https://www.getitc.com/blog/tag/social_media/">social media</a> following and high engagement? That didn’t appear the day they created their profiles. It was built up over time by taking measured, proactive steps. <br />
<br />
The cool thing is you can reach this kind of success too, even if your agency is relatively small. Here is what top insurance agencies know about social media that you don’t. <br />
<br />
<h2>They Know When and What to Post</h2>
Top agencies know to post regularly. Whether it’s many times per day or per week, they stick to it. That’s because the benefits of social media only come when you actually use it on a consistent basis.<br />
<br />
More importantly, they always share information relevant to their target audience. Insurance-related messages don’t make up 100 percent of their posts. There is often a good dose of human interest sprinkled in too. <br />
<br />
They mix up the type of content they share. Along with text-only posts, they share pictures, videos, and gifs. Top social media users will take part in trending hashtags and tag relevant accounts, too. <br />
<br />
<h2>They Respond to Upset Customers</h2>
If a customer called you with an issue, how fast does it take for you to respond? What about if they tweet you?<br />
<br />
Top insurance agencies respond promptly to customer questions and needs on social media. Social media is a two-way communication platform, after all. These days, customers <a href="https://www.washingtonpost.com/news/food/wp/2017/03/24/why-did-cracker-barrel-fire-brads-wife-the-internet-demands-answers/?utm_term=.2a2a8edb8086" target="_blank">are very comfortable</a> with reaching out to a company on social media. <br />
<br />
Have a plan in place to communicate with upset customers. In most cases, it is best practice to <strong>not delete</strong> the offending comment. In your response, don’t argue. Move to continue the conversation in private. Send them a message with your phone number or email. <br />
<br />
<h2>They Don’t Put Their Foot in Their Mouth</h2>
When you are a corporate entity or even small business on social media, it is a spotlight on your business. Negative things can go viral as easily as positive or funny things. Like at a dinner party, avoid topics that are divisive such as politics and religion. Save those opinions for your private, personal profile. <br />
<br />
If there is a national tragedy, reevaluate what you’ll be posting. If you pre-scheduled your social media posts, decide whether to delete posts for that day. Social media snafus are often unintentional, but can be avoided with a little vigilance. <br />
<br />
<h2>They Know to Fill Out Their Bios</h2>
This sounds like a no-brainer. But, many insurance agencies don’t realize the full potential of their social media bio. This section has vital information like your website URL, phone number, and location. <br />
<br />
Top insurance agencies realize their bios are equal to an online first impression. When it’s well-populated with necessary information, people find you more legitimate. <br />
<br />
Make sure each field is filled out and keep your bio up to date. Beyond the basic fields, there are often general fields to put any other information you want. Use that space to your advantage. Link to your website’s <a href="https://www.getitc.com/products/rating/website-rating/">consumer rater</a> or latest <a href="https://www.getitc.com/blog/tag/blogging/">blog post</a>, for example. <br />
<br />
Besides the important bio section, top agencies have the rest of their profiles filled out. That means profile pictures and header images are on-brand and high resolution. <br />
<br />
<h2>They Set Realistic Expectations</h2>
<p>
Social media is a marathon, not a race. Gaining followers takes sustained, consistent effort over long periods of time. So, don’t aim to get 500 followers in your first month. Top insurance agencies avoid setting unrealistic goals. <br />
<br />
Top agencies also know it’s not necessary to spend hours online to reap rewards from social media. Instead, they spend a little bit of time every day on social media. Plan to check in to your social media profiles for 10 minutes each day. <br />
<br />
Put in the time and followers will appear over time. Set your expectations accordingly.</p>
<p> </p>
<p>
<em>Something all top insurance agents are great at is time management. If necessary, <a href="https://www.getitc.com/solutions/agency-marketing/social-media/">outsource</a> your social media management to a reputable marketing company. <a href="https://www.getitc.com/contact/?utm_source=Marketingblog&utm_campaign=EK041017&utm_medium=GetITC">Contact us </a>for a free consultation!</em><br />
</p>
<div> </div>urn:uuid:1126The Call to Action Button: You Might be Doing it Wrong - Agency Marketing BlogHere are our top do’s and don’ts for call to action buttons in your insurance agency’s marketing emails. 2017-04-05T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/MalikaJamesBlogs/DoAndDont.jpg" alt="do's and don'ts comparison" style="width: 300px; height: 194px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" />I’ve been doing a lot of reflecting on the call to action button lately. I’ve come to the conclusion most email marketers are not maximizing calls to action the way they could be. <br />
<br />
That ends today. <br />
<br />
I’m here to give you some do’s and don’ts for your call to action buttons to ensure you get the most bang for your buck. <br />
<br />
<strong><span style="font-weight: 700;"><em>DON'T: </em></span>Use Too Many Call to Action Buttons</strong></p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Emails with only one call to action increased sales by 1,617 percent (<a href="http://www.wordstream.com/blog/ws/2015/06/10/digital-marketing-stats">Wordstream</a>), but this is not a hard and fast rule. There’s nothing wrong with side-by-side buttons for example. Keep them centrally focused and don’t cause confusion. </p>
<p style="margin-left: 40px;"> </p>
<p><strong><em>DON'T:</em> Use Submit Buttons </strong></p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>The word <em>Submit </em>is best used for online forms. It does not create intrigue for your contacts to click on your button. Be a little more creative. <em>Get My Quote</em> will be more effective than <em>Submit </em>almost every time. </p>
<p style="margin-left: 40px;"> </p>
<p><strong><em>DON'T: </em>Stick with What Worked Before</strong></p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>The design that worked for you last year may be old news to your contacts. It’s important to update your call to action, whether that means color changes or changes to copy itself. Keep it fresh to hold interest. </p>
<p> </p>
<p><strong><span style="font-weight: 700;"><em>DO… With Caution: </em></span>Staying on Trend </strong></p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>In general, it’s okay to implement on-trend call to action buttons. Just think of who you’re targeting. Uber’s trendy emails cater to a largely younger crowd, but most banks would be hesitant to use a similar style. </p>
<p> </p>
<p><strong><em>DO:</em> Use Color</strong></p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Whether you use color for the button text, or the button as a whole, color is a definite do. It’s important to use color in the right way, of course. You want to draw attention to your call to action, but you still want to complement <a href="https://www.getitc.com/blog/marketing/2016/08/26/appearance-is-everything-using-effective-email-design-to-win-over-your-contacts#.WOPJUm8rKUk">your email’s design and style</a>. </p>
<p style="margin-left: 40px;"> </p>
<p><strong><em>DO</em>: Use Relevant and Specific Copy</strong></p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>The copy in your email should drive your contact to your call to action. In turn, your call to action should have clear text to say what you want them to do. Where is this button going to take them? What do they get when they click?</p>
<p style="margin-left: 40px;"> </p>
<p><strong><em>DO:</em> Test It Out<br />
</strong></p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Your <a href="https://www.getitc.com/products/automated-agency-marketing/">email marketing provider</a> should allow you to conduct testing on your mailings. Testing out changes in design or content. This will ensure the changes you’re making will help and not hurt your marketing plan. Whatever gets you more conversions is better, even if it isn’t brightly colored or trendy. </p>
<div> </div>urn:uuid:1125Operation Agency Success: Why Your Agency Needs a Drip Campaign - ITC VideosLearn about drip email marketing and why your agency needs it in this short video.2017-04-04T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/oas/laird-rixford-agency-needs-drip.jpg" style="display:none;" /><iframe src="https://player.vimeo.com/video/211485296?color=ff9933&autoplay=1" style="margin-top:8px;" frameborder="0" height="368" width="654"><noframes><img alt="" src="/images/blog/oas/laird-rixford-agency-needs-drip.jpg"></noframes></iframe>
<p> </p>
<p>ITC President Laird Rixford explains what drip email marketing is and why your agency needs it.</p>
<p> </p>
<h2 class="subtitle">Related Articles</h2>
<p><a href="https://www.getitc.com/blog/marketing/2017/03/08/quiz-is-your-email-marketing-making-the-grade">QUIZ: Is Your Email Marketing Making the Grade?</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/08/31/the-cross-sell-campaign-using-email-marketing-to-maximize-your-existing-client-list">The Cross-Sell Campaign: Using Email Marketing to Maximize Your Existing Client List</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/08/03/drip-campaigns-6-ways-youre-doing-it-wrong">Drip Campaigns: 6 Ways You're Doing It Wrong</a></p>
<h2 class="subtitle"> </h2>
<h2 class="subtitle">Video Transcript</h2>
<p>What is drip email marketing? Drip email marketing is the ability to send multiple emails over time to your prospects and customers, and this is why you need it. <br />
<br />
A key component of your drip email marketing plan is to make sure that whatever you do, you do it in an automated fashion. Manually sending out drip emails are not effective. You are not going to be able to consistently and effectively send out those emails, therefore, you should choose a product that allows you to automatically send those drip emails. A good example of this would be if you have an auto-prospect come in. You give them a quote and then a day later you send them an email that says, "Thank you for the opportunity to serve you. If there's any questions, let me know." And the day after that, you can send them an email talking about the value proposition of your agency. That allows you to continually talk to them and keep your agency in the forefront of their mind. <br />
<br />
How do you start with a great drip email marketing plan? The first thing is you need to know your audience. So, look at your audience and what they're wanting to hear in your emails. Next, know your product. By knowing your product, you know the life cycle and the sales cycle of that product. For example, an auto-prospect might only be a couple of days long before it's really a cold lead, but a health or a life insurance prospect might be years. And that is the power of drip email marketing, it allows you to continually talk to them over the span of those years to keep you in their minds. <br />
<br />
Now, once you've determined the cadence of the emails that you want to send, now you want to look at what do you want to say. And you need to be cognizant of what part of the process you're at. Sometimes, you might want to have a conversation about why this insurance is important and why they need it. And in other parts of the conversation, you might just want to take a friendly point of view and say, "I'm just out here. Let me know if there's anything that you need." <br />
<br />
So, once you've got the content and the direction of where you want to go, now you need to look at how often you send it. And how often you send it is really, again, based upon the line of business and the needs of that line of business. You do not want to send too many emails because you might be regarded as spam. Otherwise, you want to make sure that you're touching them often enough that they remember your name but you're not bugging them too much. <br />
<br />
Now that you have all of it together, it's time to send. And remember that you want this to be more like subtle drops of water instead of a fire hose. You want to make sure that you're just touching them enough to remember your name. Send it out there and then look at the analytics, make sure that you're not sending it too much, make sure your message is on point and make sure that you are meeting the needs for that consumer at the time that they need you. <br />
<br />
And a final thing about analytics, make sure that this is an ongoing process, is that you are always looking at your analytics. What is working? What is not? What emails get opened? Which ones don't? Which ones have the best response rate? Whenever you know that, it allows you to better create new drip marketing for your other lines of product, because you're now understanding the drip email process. <br />
<br />
If you're looking at implementing drip email marketing in your agency, take a look at <a href="https://www.getitc.com/products/automated-agency-marketing/?utm_source=videoblog&utm_campaign=OAS040417&utm_medium=GetITC">AgencyBuzz</a>, ITC's automated agency marketing platform.</p>urn:uuid:1124SEO and Email Marketing: Two Peas in a Pod – SEO vs Email, Part 3 - Agency Marketing BlogIn the third installment of our SEO vs Email Marketing series, Phillip Long makes the case for compromise. 2017-04-03T09:00:00Z2024-03-19T05:52:04Z<em>This is part three in our SEO vs. Email Marketing series, in which we examine which channel is best for lead generation and insurance agency growth. Read <a href="https://www.getitc.com/blog/marketing/2017/03/20/dont-grow-your-agency-off-of-email-marketing#.WN5xL28rKUk">part one</a> and <a href="https://www.getitc.com/blog/marketing/2017/03/27/rebuttal-you-have-to-use-email-marketing-to-grow-your-agency#.WN6xNW8rKUk">part </a><a href="https://www.getitc.com/blog/marketing/2017/03/27/rebuttal-you-have-to-use-email-marketing-to-grow-your-agency#.WN6xNW8rKUk">two.</a> </em><br />
<br />
<em><img src="https://www.getitc.com/images/blog/PhillipLongBlogs/mouse%20and%20keyboard.jpg" alt="hands on mouse and keyboard" style="width: 300px; height: 199px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" /></em>Meeting in the middle is often hard for people to do. We have two political parties. We have fans that only like Star Wars or Star Trek. And we have people who think a hotdog is a sandwich (spoiler alert, it’s not). It’s normal to be loyal to your side and get dug in. But, often the best result is when both sides come together and meet in the middle.<br />
<span class="Apple-tab-span" style="white-space: pre;"> </span><br />
With marketing, that couldn’t be truer. You will always find marketers with different opinions on what’s best. Marketing channels like email marketing and SEO will always have convincing statistics.<br />
<br />
My opinion with marketing: You either do it, or you don’t. All or nothing. I often use this when talking about SEO. You have to use every <a href="https://www.getitc.com/blog/marketing/2012/02/06/white-hat-seo-black-hat-seo#.WN6tUG8rKUk">white hat strategy</a> when you do SEO, or you could be hurting your chance of success. The same concept can apply to marketing channels as a whole. Don’t pick and choose. Combine them all to succeed. <br />
<br />
When I noticed Dylan and Heather drop the gloves, I thought it was a great opportunity to talk about ITC’s holistic approach to marketing. We believe sustained growth is best achieved by using all avenues available.<br />
<br />
<h2>Search Engine Optimization</h2>
<br />
<a href="https://www.getitc.com/blog/marketing/2017/03/20/dont-grow-your-agency-off-of-email-marketing#.WN5xL28rKUk">Dylan pointed out</a> agencies are always looking to grow by acquiring new clients. One new client opens up several avenues to increase revenue over the lifetime they are with you. Acquiring those clients is always the hard part, though. SEO can help you grow your agency by using the #1 search tool in the world to your advantage.<br />
<br />
I’m a big believer in SEO if it’s done right. Like I said above, you either do it, or you don’t. Put in the necessary resources to make it successful. You’ll almost always see the leads you were wanting when you started it. SEO isn’t an instant moneymaker like email marketing can be, but it is for a different audience.<br />
<br />
<h2>Email Marketing</h2>
<br />
<a href="https://www.getitc.com/blog/marketing/2017/03/27/rebuttal-you-have-to-use-email-marketing-to-grow-your-agency#.WN6ChG8rKUm">Heather did a great job</a> talking about what email marketing is best for. Is it a great way to build up brand new leads for your agency? It's more designed to grow your book of business through current clients. It is also a great way to change someone from a transactional customer to a loyal client.<br />
<br />
One thing critical in any kind of business is retention. Email marketing is one of the best and most cost effective ways to increase your retention. In turn, it will increase your bottom line. The key to email marketing is to keep your clients informed. Give your emails some personality. This will help your clients connect emotionally with you and your agency. A transactional relationship can break easily but an emotional one will not.<br />
<br />
<h2>Best Used Together</h2>
<p>
<j2>
<br />
SEO and email marketing are best used together. Here is a scenario that shows why both, when used in conjunction, are essential to grow your business.<br />
</j2></p>
<p style="margin-left: 40px;"><j2>
You are an auto insurance agency in Dallas, the most competitive space of insurance. Your average length of retaining a client is 3 years. You just started doing SEO and email marketing 1 year ago and are now starting to see the results.<br />
<br />
A Dallas resident decides they don’t like their rate increase. Their current provider also hasn't given a reason to stick around. The resident heads to Google to search for a new insurance provider. <br />
<br />
They find your website listed third organically and second in the local map pack. It also has a rating of 4.7 stars with 33 reviews. Because of the work you put into your SEO, they decide to click over to your website and check you out.<br />
<br />
Your website is full of awesome information about your products and your agency. The prospect decides to request a quote. After the quote request, they decide to look at other options while they wait to hear back. <br />
<br />
<em>*ding* </em><br />
<br />
Their inbox notification sounds off. They have received an email from you letting them know someone will contact them ASAP. <br />
<br />
But, the prospect misses the call from your agent. Now that hot lead is starting to cool off. But 24 hours later, they receive an email with some great information about sample rates in the area. They learn why going with an independent agent could provide a better value to them, in cost and service. This peaks their interest, but they are too busy to respond.<br />
<br />
After a follow up call goes to voicemail, they receive an email 2 days later. Your next email aims to build an emotional connection. You explain how you are different than other insurance agents. You mention your charity work in the community and your referral donation program. This triggers them to call in and bind their policy. <br />
</j2></p>
<p><j2><br />
If we stop the scenario there, you can see it took a mix of SEO and email marketing to convert one lead to a client. But why stop there?<br />
</j2></p>
<p style="margin-left: 40px;"><j2><br />
Over the last year, your average length of retaining a client has gone from three years to five. Your cross selling emails increase the chance of rounding out accounts by 30 percent. </j2></p>
<p style="margin-left: 40px;">New leads are 25 percent more likely to refer someone because of your referral email marketing. Your survey emails have increased the chance someone leaves you a review by 10 percent. </p>
<p style="margin-left: 40px;"> </p>
<p><j2>
The scenarios above shows how your SEO and email marketing best work together. Without SEO, the lead never comes in. Without email marketing, that lead never turns into a client. Mixing lead acquisition with retention is a recipe for success. <br />
<br />
The cost of acquiring a new customer is between four to 10 times more than the cost of retaining an existing one. So, while you spend money acquiring new leads, make sure you are also marketing to them.<br />
<br />
</j2></p>
<p><j2><br />
<em>Have any questions about ITC’s holistic marketing approach? <a href="https://www.getitc.com/solutions/agency-marketing/search-engine-optimization/?utm_source=MarketingBlog&utm_campaign=040317PL&utm_medium=GetITC">Request a consultation</a><a href="https://www.getitc.com/solutions/agency-marketing/search-engine-optimization/?utm_source=MarketingBlog&utm_campaign=040317PL&utm_medium=GetITC">!</a></em><br />
</j2>
</p>
<div> </div>urn:uuid:1122Future-Proofing Your Agency Search Visibility - Agency Marketing BlogIs it possible to future-proof your agency's SEO? 2017-03-31T09:00:00Z2024-03-19T05:52:04Z<p>For the past two decades, improving your insurance agency’s search visibility meant one thing: Getting your website to the first page of the search results. <br />
<br />
But, times are changing.<br />
<br />
Search has evolved to match the needs and demands of on-the-go consumers. The rise of smartphones and proliferation of voice search have made searching the web a more personalized activity. <br />
<br />
These searches don’t always lead to a page with 10 listings on it anymore.<br />
<br />
It’s imperative that you prepare your agency marketing strategy for this new era of search. Otherwise, you risk missing out on a big piece of the pie.<br />
<br />
But what should you do to adapt? My upcoming <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&utm_campaign=0331DB&utm_medium=GetITC">Masters of Marketing</a> presentation, <em>Future Proofing Your Agency’s Search Visibility</em>, will take a deeper dive into just that.<br />
<br />
Attendees will learn:</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>How </strong>to marry user intent with search queries</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>What</strong> an answer-based strategy can do to your search marketing</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Where </strong>you should focus your search marketing attention </p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Which </strong>KPIs best reflect the growing search ecosystem</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Why </strong>these shifts in the search landscape represent the start of a new era in marketing</p>
<p><a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&utm_campaign=0331DB&utm_medium=GetITC">Join me</a> at 12:00 PM on Thursday, April 20th to learn more. </p>urn:uuid:1123This is the Way: Donna Yother from Sava Insurance Group - Agency Rating BlogThis is the way Donna Yother, president and owner of Sava Insurance Group, works.2017-03-30T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/ThisistheWay/DonnaYother/This-is-the-Way.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" alt="This is the Way: Donna Yother from Sava Insurance Group" /></p>
<p>When Donna Yother purchased <a href="https://www.savainsurance.com/" target="_blank">Sava Insurance Group</a>, she knew her life had changed. As president and agency owner, she was now responsible for the day-to-day operations of the agency and making sure there was money to pay bills and make payroll. She was determined not to fail.<br />
<br />
More than 30 years ago, Donna started in the insurance industry as a receptionist. Her responsibilities grew and with it so did her love of the insurance business. She enjoyed forming relationships with her clients and working with them to develop insurance protection plans to protect their assets. <br />
<br />
Donna joined Sava in 1995 as a managing partner for one of the satellite locations. After almost four years, the previous owner wanted to focus on other business ventures and offered Donna the opportunity to purchase the agency. <br />
<br />
“It’ll be 20 years next year since I purchased my agency, and I still love the insurance business.”<br />
<br />
This is the way Donna Yother works.<br />
<br />
<><><><br />
<br />
<strong>Location: </strong><br />
<br />
Waterford, Connecticut<br />
<strong><br />
Current gig: </strong><br />
<br />
Working on improving my work/life balance. Free up more time for myself.<br />
<br />
<strong>One word that describes how you like to work.</strong> <br />
<br />
Multi-tasker. I have two or three projects going at the same time. <br />
<br />
<strong>Current mobile device:</strong> <br />
<br />
iPhone 7<br />
<br />
<strong>Current computer: </strong><br />
<br />
Work - Dell HP computer and Surface Pro. Home - Mac Desktop and iPad.<br />
<br />
<strong>Project(s) you’re currently working on: </strong><br />
<br />
We recently moved our phone system over to VOIP technology and now we are in the process of moving our office computers over to Amazon workspace, which is a virtual environment in the cloud. <br />
<br />
<strong>Accomplishments you’re proud of: </strong><br />
<br />
Personally - My family that keeps me grounded and fills my heart with love and joy. <br />
<br />
Professionally - My daughters have worked with me for 18 years, and we continue to enjoy working together. Also, I worked very hard to learn this business, and when the previous owner was ready to sell SAVA, I was confident and ready to purchase the agency. At that time there were very few women-owned agencies. The industry was definitely male oriented; however, over the years more women have become agency owners. It will be 20 years next year. I don’t know where the time goes.<br />
<br />
<strong>What are your goals for the next 12 months? </strong><br />
<br />
Personally - I am very excited that I will be traveling to Europe for the first time. <br />
<br />
Professionally - To hit our 2017 agency growth goals and to continue investing in technology to improve our workflows and increase productivity. <br />
<br />
<strong>What are your biggest professional challenges? </strong><br />
<br />
The biggest challenges are recruiting new talent and finding the time to train and mentor them to become an asset to our team. <br />
<br />
<strong>What do you like most about your job? </strong><br />
<br />
Every day is different. You come to work and you never know how your day will go. So many things factor into how your day will go: clients, employees, family, our community commitments and the weather. <br />
<br />
<img src="/images/blog/ThisistheWay/DonnaYother/Donna-Yother-family.jpg" style="margin-top: 10px; margin-bottom: 10px;" alt="Donna Yother and family" /><br />
<br />
<strong>What technology , apps or tools can’t you live without? </strong><br />
<br />
My cell phone and iPad that has Wi-Fi built in so I am pretty much connected to the internet wherever I go. <br />
<strong><br />
What’s the most recent app you’ve downloaded but have yet to use? </strong><br />
<br />
Smule. It’s a karaoke app. I love to sing; however, my voice isn’t the best.<br />
<strong><br />
Describe your workspace. </strong><br />
<br />
My computer is set up with three monitors. My office is decorated in beach décor since boating and being on the water is my happy place. I have a wall in front of my desk with motivational quotes and photos of my family. My favorite plaque says “Begin Each Day with a Grateful Heart.” <br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
I have a to-do list at work and at home. I get great satisfaction in crossing off items as I complete them. I really try to finish my list at the end of the day.<br />
<br />
<strong>What do you do when you finish a project? </strong><br />
<br />
Move on to the next project. <br />
<br />
<strong>What’s the first thing you do when you get in the office? </strong><br />
<br />
I am a morning person and try to tackle the most important project first thing in the morning before I get any interruptions. <br />
<br />
<strong>What is your best everyday habit?</strong><br />
<br />
Kissing my husband good bye when I leave for work. <br />
<br />
<strong>What do you listen to while working?</strong><br />
<br />
Pandora. I change the station depending on my mood.<br />
<br />
<strong>What are you currently reading? </strong><br />
<br />
“Fanatical Prospecting” by Jeb Blount.<br />
<br />
<img src="/images/blog/ThisistheWay/DonnaYother/Donna-Yother-Hospice-Walk-2016.jpg" style="width: 500px; height: 667px; margin-top: 10px; margin-bottom: 10px;" alt="Donna at Hospice Walk 2016" /><br />
<br />
<strong>Coffee or tea? </strong><br />
<br />
Green decaffeinated tea.<br />
<strong><br />
What are you watching on Netflix right now?<br />
</strong><br />
I just finished catching up on all the episodes of the television show “This Is Us.” <br />
<strong><br />
How do you decompress? </strong><br />
<br />
I have been practicing yoga for years and I rely on yoga breathing and short mediation sessions. Those deep inhales and exhales really work when I need to decompress. <br />
<br />
<strong>What’s your sleep routine like? <br />
</strong><br />
Some nights are good and other nights I will be on my computer at 2 a.m. because I can’t sleep. <br />
<strong><br />
What does a typical day look like for you? </strong><br />
<br />
I usually wake up by 6 a.m., at the office by 8 a.m. and try to leave by 6 p.m. However, every day is different if I have a work commitment or go to the gym. <br />
<br />
<strong>Who are your business idols and why? </strong><br />
<br />
Tony Robbins. I love listening to him and admire his humble beginnings and all the people he has helped throughout his career. <br />
<br />
<strong>What is your motto or personal mantra? </strong><br />
<br />
Every day is a gift so enjoy it!<br />
<strong><br />
What’s the best advice you’ve ever received?</strong> <br />
<br />
It’s not what you make; it’s what you spend.<br />
<br />
<strong>If you could switch jobs with someone, who would it be?</strong> <br />
<br />
I love to cook and always wanted to work or own a catering business. I love bringing people together with good food and drink.<br />
<br />
<strong>Who would you like to see in a future This is the Way post? </strong> <br />
<br />
Victor Ebersole from Sumner & Sumner Insurance<br />
<br />
<br />
<em>The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://twitter.com/instechcorp" target="_blank">Tweet us</a> or leave it in the comments below.</em></p>urn:uuid:1121Think Fast! 10 Quick Content Ideas for April - Agency Marketing BlogToo busy to crank out another insurance blog post? These 10 content ideas can give you the boost you need. 2017-03-29T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/EmilyKaltmanBlogs/April.jpg" alt="10 Content Ideas for March graphic" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Busy week? Won’t get that newsletter or blog post out on time? Did March zoom on by? We have you covered. <br />
Try some of these <a href="https://www.getitc.com/blog/tag/10%20ideas/">content ideas</a> in your insurance agency newsletter or blog. Don’t forget to promote both on your social media channels for an extra boost of traffic. </p>
<p style="margin-left: 40px;"><strong>1.<span class="Apple-tab-span" style="white-space:pre;"> </span>Lawn and Garden Month </strong><br />
<br />
April is lawn and garden month. There are a few ways you can write about this topic. A fun one would be to feature your employee or even customer’s manicured lawns. Or, post a lawn care tip each week on social media. <br />
<br />
<strong>2.<span class="Apple-tab-span" style="white-space:pre;"> </span>Local Flavor </strong><br />
<br />
What does your town or community have that you can’t find anywhere else? Make a <a href="https://www.getitc.com/blog/marketing/2017/02/13/top-5-keys-to-a-successful-infographic#.WNu8SG8rKUk">shareable </a>local flavor guide about your town, and watch it go viral. Highlight local businesses, festivals, or even folklore. You can even ask your readers on social media for their favorites. <br />
<br />
<strong>3.<span class="Apple-tab-span" style="white-space:pre;"> </span>House Sitting</strong><br />
<br />
People are more likely to leave their homes unoccupied as vacation season nears. What are the top tips you’d give to someone who is looking after a neighbor’s home? Here’s an easy one to get you started: Don’t forget the alarm system code! <br />
<br />
<strong>4.<span class="Apple-tab-span" style="white-space:pre;"> </span>The Big Storm</strong><br />
<br />
It seems every community has them: Big, destructive storms everyone remembers. Write a blog post about the most unforgettable weather events in your town’s history. Many of your readers may have their own stories to share in the comment section, too. <br />
<br />
<strong>5.<span class="Apple-tab-span" style="white-space:pre;"> </span>Easter - April 16th</strong> <br />
<br />
There’s a lot of great information you can provide about Easter weekend. Will your agency have special hours? Are there any local events resulting in road closures? What about schools – do they have the day off? April’s most popular holiday is a treasure trove of content ideas. <br />
<br />
<strong>6.<span class="Apple-tab-span" style="white-space:pre;"> </span>First-Time Landlords</strong><br />
<br />
Often, people will rent out their vacation home when they’re not occupying it. If your customers are insuring a vacation home, they may be first-time landlords. It’d be a good idea to have a guide for customers who may not know which situations their insurance will cover. <br />
<br />
<strong>8.<span class="Apple-tab-span" style="white-space:pre;"> </span>Patriot’s Day – April 17th </strong><br />
<br />
This is a popular holiday in New England. If your agency is located in that part of the US, you may even have the day off. If so, let your customers know. This holiday commemorates Paul Revere’s ride in which he warned, “The British are coming!” <br />
<br />
<strong>7.<span class="Apple-tab-span" style="white-space:pre;"> </span>Administrative Assistant’s Week - 4th Week of April</strong><br />
<br />
Does your insurance agency have an administrative assistant? Show your appreciation during Administrative Assistant’s Week, the fourth week of April. Take them out to lunch, or have everyone sign a card thanking them for their contributions. However you decide to celebrate, be sure to capture the action and post on social media.<br />
<br />
<strong>9.<span class="Apple-tab-span" style="white-space:pre;"> </span>Tips for New Drivers</strong><br />
<br />
Everyone knows experience makes a good driver. That’s not very helpful for the new drivers out on the road. In the meantime, what are some practical tips for new drivers? You also might write a version for the nervous parents out there sitting in the passenger seat. <br />
<br />
<strong>10.<span class="Apple-tab-span" style="white-space:pre;"> </span>Prep Your Home for Selling</strong><br />
<br />
It’s common to spruce up a home before putting it on the market. Talk about some simple steps sellers can take to freshen up their house. This could make a great guest blog post by a local real estate agent. In turn, why not write a guest blog post for their website?</p>
<p >A lot of these are <a href="https://www.getitc.com/blog/marketing/2016/08/24/how-to-use-evergreen-blogging-to-grow-your-insurance-website#.WNuzNG8rKUl">evergreen content ideas</a> can be used any time of year. So, if you don’t get to them this week, you can still try again later. As always, check back next month for more insurance content ideas. </p>
<div> </div>urn:uuid:1120What's in Release 6.0.39.22 of InsurancePro - Agency Management BlogThese are the changes in the latest release of ITC’s agency management system InsurancePro.2017-03-29T04:00:00Z2024-03-19T05:52:04Z<p>These are the enhancements that are included in the latest release of agency management system InsurancePro (Release 6.0.39.22).</p>
<p></p>
<ul class="ulstyle-bullets">
<li>Corrected an issue with check box not fully displaying in email setup</li>
<li>Corrected an issue when saving information for a user</li>
<li>Addressed some issues with processing some al3 files</li>
</ul>urn:uuid:1119Rebuttal: You Have to Use Email Marketing to Grow Your Agency - SEO vs. Email Marketing, Part 2 - Agency Marketing BlogIn part two of our SEO versus email marketing series, a rebuttal on why email marketing is an effective tactic for lead generation. 2017-03-27T09:00:00Z2024-03-19T05:52:04Z<p><em>This is part two in our SEO vs. Email Marketing series, in which we examine which channel is best for lead generation and insurance agency growth. <a href="https://www.getitc.com/blog/marketing/2017/03/20/dont-grow-your-agency-off-of-email-marketing#.WNPq5m8rKUk">Read part one here</a>.</em> </p>
<p> </p>
<img src="https://www.getitc.com/images/blog/HeatherGallowayBlogs/EmailDefense.jpg" alt="email defense icons" style="width: 300px; height: 226px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" /><em></em>
<p>Email marketing has started to get a bad reputation among other marketing mediums. In fact, some professionals even go as far to say email marketing is a dying art. <br />
<br />
Even my astute colleague relayed his opinions by writing <a href="https://www.getitc.com/blog/marketing/2017/03/20/dont-grow-your-agency-off-of-email-marketing'">this candid blog article</a>. According to him, email is not the best marketing channel for your insurance agency. <br />
<br />
While he has some valid points, I want to take this opportunity to analyze and rebut some of his assumptions. I will tell you how, once and for all, highly-targeted email marketing is <a href="http://www.emailmonday.com/email-marketing-future" target="_blank"><em>thriving</em></a>. <br />
<br />
I’ll be so bold to say if you aren’t implementing it in your agency’s master marketing strategy, you’re doing it all wrong. <br />
<br />
</p>
<h2>Assumption #1: Email marketing’s high ROI comes from “leverage[ing] brand affinity” and “opt-in emails.”<br />
<br />
</h2>
<p>
Let’s take a moment to talk about “the myth of the great email marketing ROI.” First, this is how to measure the average return on investment (ROI) for email:</p>
<p style="margin-left: 120px;">
<em>ROI = <span style="text-decoration: underline;">(sales value) - (cost of campaign) </span> x 100<br />
(cost of campaign)</em></p>
<p>
As you can see, to increase ROI you need to convert as many recipients into paying clients as possible. <br />
<br />
Opt-ins and brand familiarity are important for getting emails opened. But, those do not <em>exclusively </em>influence your recipients to convert. <br />
<br />
Email conversions happen when the content is compelling and call-to-action is clear.<br />
<br />
Conversions are the primary driving force of ROI. Now, let’s consider the following statistics.</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.webpresencesolutions.net/email-marketing-statistics-2017/" target="_blank">Email has an ROI four times higher than other marketing formats like social media, standard mail, and paid search. </a><br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://thedma.org/blog/data-driven-marketing/saturday-stat-series/" target="_blank">6</a><a href="https://thedma.org/blog/data-driven-marketing/saturday-stat-series/" target="_blank">6 percent of consumers have made a purchase online as a direct result of an email marketing message</a>. <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://theamericangenius.com/business-marketing/why-you-shouldnt-underestimate-the-value-of-email-marketing/" target="_blank">4.24 percent of visitors from email marketing buy something, as compared to 2.49 percent of visitors from search engines and 0.59 percent from social media</a>. </p>
<p> </p>
<h2>Assumption #2: “Agents must build large email databases and use targeted messaging to see success.”</h2>
<p>
<br />
I actually hear this from a lot of our customers. They believe the more email addresses they have, the better their conversions. <br />
<br />
But, in email marketing it’s best to operate by <em>quality over quantity</em>. <br />
<br />
You don’t need to waste time and money marketing to tens of thousands of leads. Instead, focus on converting a few hundred.<br />
<br />
I will say the second part of this assumption is true: You must send targeted messages to see success. Segmentation and hypertargeting through <a href="https://www.getitc.com/blog/marketing/2016/11/09/email-personalization-its-not-what-you-think-it-is#.WNAqym8rLmE">personalization </a>will help you nurture your database.<br />
<br />
Don’t just take my word for it. Here is why you should be sending targeted emails to smaller, more valuable segments.</p>
<p style="margin-left: 40px;">
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/" target="_blank">Over 75 percent of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns</a>. <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.aberdeen.com/research/7635/ra-social-media-marketing/content.aspx" target="_blank">Personalized email messages improve click-through rates by an average of 14 percent, and conversions by 10 percent</a>.<br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.experianplc.com/media/news" target="_blank">Personalized emails deliver six times higher transaction rates</a>. <br />
<br />
</p>
<h2>Assumption #3: Email marketing is not a “viable growth channel” because it does not “get new faces in the door.”</h2>
<p>
<br />
Yes, email marketing is more effective when your recipients know who you are. Preexisting business interaction and opt-ins are <a href="https://www.getitc.com/blog/marketing/2015/12/21/spare-me-spam-keeping-your-emails-out-of-the-spam-folder">vital to your email marketing efforts</a>. <br />
<br />
That doesn’t mean new leads won’t see your emails.<br />
<br />
With email, you can turn existing clients into loyal customers. They can refer friends and family, or buy multiple policies. Your audience may choose to forward your emails to their address book. <br />
<br />
While email isn’t quite a gateway for brand new prospects, it should not be discounted for agency growth.</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.wharton.upenn.edu/" target="_blank">The lifetime value of a new referral customer is 16 percent higher than your average customer</a>. <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.socialannex.com/blog/2016/03/03/39-referral-marketing-statistics-that-will-make-you-want-to-start-a-raf-program-tomorrow/" target="_blank">Referred customers are four times more likely to refer more customers to your brand</a>. <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.mckinsey.com/insights/marketing_sales/a_new_way_to_measure_word-of-mouth_marketing" target="_blank">Word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions</a>. </p>
<p> </p>
<h2>Bonus Assumption: Email marketing is popular because it is “easy to implement and track.”</h2>
<p>
<br />
<a href="https://www.getitc.com/products/automated-agency-marketing/">DIY email marketing platforms</a> have equipped even the most novice marketers. They can create and send beautiful emails with well-written copy to targeted contacts. <br />
<br />
But, don’t let the simplicity of this process fool you. The world of email remains a complex and ever-changing landscape. <br />
<br />
We are at the whim of external forces like email clients, mail servers, and rendering engines. Their changes often come without notice. Changes affect formatting, functionality, and even deliverability. <br />
<br />
To assume email marketing is easy to put in place and track is a slippery slope.<br />
<br />
Email marketing is popular and successful because it is cost effective. It generates high conversion rates through intimate dialogue between brand and consumer. <br />
<br />
Still think ease of implementation drives email marketing’s growing popularity? Check out these facts.</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.webpresencesolutions.net/email-marketing-statistics-2017/" target="_blank">Triggered emails elicit 180 percent higher post-click conversion rates</a>. <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.hubspot.com/marketing-statistics" target="_blank">Segmented and targeted emails generate 58 percent of all revenue</a>. </p>
<h2>A Better Alternative for Sustainability</h2>
<br />
Is email marketing great for cold lead generation? Absolutely not. But is it good for growing and nurturing your existing contacts into loyal clients? I give it a resounding yes! <br />
<br />
Remember, your agency’s growth not only depends on new business, but also repeat business. Email marketing can be the most cost-effective way to enhance customer service and retention.
<p> </p>urn:uuid:1118Why You Need to Audit Your Agency’s Technology - Agency Management BlogWhat is a technology audit and why you need to conduct one for your agency.2017-03-23T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/BeckySchroederBlogs/Tech.jpg" alt="technology" style="width: 300px; height: 222px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Think about the technology you use in your personal life. How often do you upgrade your smartphone? Probably about every two years. <br />
<br />
What about the other technology in your home? Probably not that often. But I’m willing to bet you have a mental inventory of how old each device is. And you’re quick to upgrade when the device starts to fail or not work efficiently.<br />
<br />
Are you as vigilant of the technology your agency uses? If not, here’s why you need to audit your agency’s technology.<br />
<br />
<h2>Why You Should Audit</h2>
<br />
Technology touches every stage of your customer lifecycle. Think about it.<br />
<br />
Your website, social profiles and email marketing system raise awareness and drive traffic. <br />
<br />
To convert that traffic into a lead and then quote it takes your insurance agency website (again) and comparative rater.<br />
<br />
Nurturing that prospect into a customer are your email marketing and agency management systems. <br />
<br />
Retaining that new customer and renewing the policy is again your agency management and email marketing systems. <br />
<br />
Asking your best customers for referrals and then marketing to those leads takes your email marketing system, website, and social profiles. And so the cycle continues.<br />
<br />
Technology is a critical part of your business. Both in bringing in new business and servicing and retaining your current customers.<br />
<br />
But, technology doesn’t last forever. It has a shelf life. At some point the technology you use will become obsolete.<br />
<br />
As technology ages the risk for technical failure increases. Best case a failure of your technology will be an annoyance. Worst case can mean catastrophe for your agency. Replacing failed technology and recovering any data loss can take a lot of time and money.<br />
<br />
But, if you did an audit of all the technology your agency uses, you can identify potential issues and put a plan and budget in place to address them. You get to be proactive instead of reactive, which can mitigate risk and save you time, money and headache.<br />
<br />
<h2>How to Audit</h2>
<p>
<br />
Your IT manager or consulting firm should be able to help you with a technology audit. But, there are some steps you can take on your own to evaluate your agency’s technology.</p>
<p> </p>
<p style="margin-left: 40px;">
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Make a list of all the technology anyone in your office uses. This includes</p>
<p style="margin-left: 80px;">
a.<span class="Apple-tab-span" style="white-space: pre;"> </span>Computers, including desktops, laptops, and servers.<br />
<br />
b.<span class="Apple-tab-span" style="white-space: pre;"> </span>Software, including software-as-a-service. This can include ubiquitous programs like Microsoft Word or Excel. It also includes your insurance agency software like comparative raters, management systems, CRMs. Basically, any program you use in any workflow.<br />
<br />
c.<span class="Apple-tab-span" style="white-space: pre;"> </span>Phones, internet access.<br />
<br />
d.<span class="Apple-tab-span" style="white-space: pre;"> </span>Infrastructure equipment like switches, routers, firewalls and wireless networks.<br />
<br />
e.<span class="Apple-tab-span" style="white-space: pre;"> </span>Scanners, printers and other peripheral hardware.<br />
<br />
f.<span class="Apple-tab-span" style="white-space: pre;"> </span>Security.<br />
<br />
g.<span class="Apple-tab-span" style="white-space: pre;"> </span>Mobile and remote access.<br />
<br />
h.<span class="Apple-tab-span" style="white-space: pre;"> </span>Any technology procedures and processes like backups.<br />
<br />
i.<span class="Apple-tab-span" style="white-space: pre;"> </span>Any other technology items specific to your agency.</p>
<p style="margin-left: 40px;">
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Note each device or system’s specifications. Manufacturer, serial number (if applicable), last update or patch applied, current version running. Write down when you purchased the device or system. For hardware you want to have an idea of how old the technology is so you can work out a replacement plan and budget. Does any of your technology have a valid warranty? Do you have a contingency plan should a server fail or a computer crashes and you lose critical data? <br />
<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Take a hard look at your <a href="https://www.getitc.com/blog/management/2016/06/21/why-data-security-is-critical-to-your-agency">security</a>. Are you using <a href="https://www.getitc.com/release/2016/08/03/turborater-becomes-first-comparative-rater-to-provide-two-factor-authentication">two-factor authentication</a> on your systems that provide it? Are you forcing your team to change passwords every 90 days? Are you using <a href="https://www.getitc.com/blog/management/2016/11/15/better-passwords-the-first-step-in-securing-your-data">strong passwords</a>? If you have remote access, is it necessary? Are you only turning it on when you need it? Are you restricting access to certain parts of your agency to only those who truly need it? Are you using the user restrictions available in your comparative rater or agency management system so only those who need it have full access? All these items can strengthen your agency’s security.<br />
<br />
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Don’t forget your backup procedures. It may not be the most exciting part, but a backup process that works like it should can save your agency. So make sure to test your backup. <br />
<br />
5.<span class="Apple-tab-span" style="white-space: pre;"> </span>In the next phase of your audit, you need to look at how you’re using your technology. <a href="https://www.getitc.com/blog/management/2016/08/16/are-you-fully-using-the-insurance-agency-software-you-have">Are you using it fully</a>? Does it fit into your workflow or are you still some of your processes manual? Why? Does your team know all the functions and capability of your systems? If not, it may be time to look into additional training. <a href="https://www.getitc.com/blog/management/2015/12/15/are-you-using-the-right-technology">Are you using the right insurance agency software</a>? This is a critical step. You need to know what you have and how you could use it better. It will also be a little harder as you’re going to have to research your current software to better understand what each system is capable of.</p>
<p> </p>
<p>
</p>
<h2>What Now?</h2>
<br />
So you’ve gone through the audit. What do you do with the information you’ve gathered? <br />
<br />
There are three goals to a technology audit. First, to understand the status and age of your current technology. Second, to identify how you can improve your use of technology. Finally, to determine where you need to go with your technology. <br />
<br />
If you realized your technology is outdated, make a plan and a budget for replacing it. If your current systems are not fully supporting your workflow, start researching alternatives. If you uncovered a hole in your processes that you could improve with technology, explore available options. <br />
<br />
Be proactive by doing an audit of your technology. And don’t just do it once. Do it on a regular schedule like once a year. <br />
<br />
It will help you in the long run. You’ll save time and money by being able to replace technology before it fails. Not to mention the headache and stress by not having to scramble to recover data and get back up and running.
<p> </p>
<div> </div>urn:uuid:1117Website Traffic Converting at 2% or Less? Here’s How You Can Fix It - Agency Marketing BlogHere are a few inexpensive tools that can help your insurance agency’s online visitors convert. 2017-03-22T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/JohnDessommesBlogs/SameThinkingSameResults.jpg" alt="same thinking same result coffee napkin" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />
You blog. You have unique content. You have high quality, relevant backlinks. You’re averaging 300 new organic visitors a month. But, you’re lucky to get four or five leads. <br />
<br />
An <a href="https://www.getitc.com/blog/marketing/2017/03/01/adaptive-vs-responsive-mobile-websites-in-insurance-a-research-report#.WMlXu28rKUk?utm_source=MarketingBlog&utm_campaign=0221DB&utm_medium=GetITC">adaptive
insurance website</a> can improve your conversion rate, but what if a new
website design is not in your budget? You need a return on your investment. After all, your insurance agency depends on new business to survive. What can you do?<br />
<br />
Can you force new visitors to engage your website? No. Can you give them a gentle marketing nudge? Absolutely! <br />
<br />
More importantly, will it cost you an arm and a leg? At most, a finger or a toe. Below are my recommendations on tools that can increase your conversion rate. Better yet, two of the three are completely free to put in place. Keep reading to see if these tools are a good fit for your agency. </p>
<p> </p>
<h2>Privy</h2>
<p> </p>
<p>
What is Privy? It’s a free platform that allows you to customize popups, banners, flyouts, scroll boxes, announcements bars, and embeddable forms for email collection. <br />
<br />
But wait…popups are annoying, right? As an internet marketer, I see where you’re coming from. But, <a href="https://www.crazyegg.com/blog/opt-pop-ups/">the data speaks for itself</a>. The secret to success is to not be intrusive. Set your popup to show <em>one time</em> per visitor. <br />
<br />
For one of our clients, the popup below has produced 32 leads in the last 18 days. A popup for another client has generated 32 leads in the last 13 days. (Keep in mind, results may vary.) These are 64 leads that they would have probably not captured otherwise.</p>
<p><img src="/images/blog/JohnDessommesBlogs/popup.png" alt="screenshot of customer popup ad" style="vertical-align: middle; margin: 10px; max-width: 100%;" /></p>
<p>
This popup was set to appear when the visitor was about to exit the website. This is called <a href="https://privy.com/exit-intent/">exit intent</a>. <br />
<br />
When the visitor clicks on the <em>Save me money!</em> button, it takes them to a contact form. When the visitor clicks on the <em>I’d rather pay more</em> button, the popup closes.</p>
<h2> </h2>
<h2>Tawk.to </h2>
<p> </p>
<p><img alt="" src="/images/blog/JohnDessommesBlogs/tawkto-bird.png" style="float: left; margin-right: 10px; margin-bottom: 10px;" /></p>
<p>Tawk.to is a free live chat application where website visitors can communicate with you in real time. If your contact and quote forms are <a href="https://blog.kissmetrics.com/how-live-chat-can-maximize-conversions/" target="_blank" style="background-color: #ffffff;">not converting well</a>, try a live chat. If you can assign an agent or agents to watch this feature, it can drive conversions. </p>
<p>
<br />
You can set your live chat to only run during office hours. You can also hire an inexpensive, 24/7 chat agent from websites like <a href="https://www.upwork.com/" target="_blank">upwork.com</a> or <a href="https://www.peopleperhour.com/" target="_blank">peopleperhour.com</a>. You may want to stay away from offline chat/leave a message, because it may distract them from your website’s main call to action and there are no agents to respond to questions.<span style="font-size: 1.2em; font-weight: 900; font-family: inherit; color: #000000;"></span></p>
<p> </p>
<h2>AdWords Remarketing </h2>
<p>
<br />
A prospect visits your website and leaves. They don’t bookmark your website, and may barely remember your agency’s name. How will you ever close that deal? <br />
<br />
AdWords Remarketing can recapture that visitor and turn them into a customer. The image below illustrated the process. </p>
<p><img src="/images/blog/JohnDessommesBlogs/remarketing.jpg" alt="remarketing diagram" style="max-width: 100%; margin: 10px;" /></p>
<p>
Have you ever looked at a product online, only to see it pop up again in a banner ad later that day? Using the same method, remarketing shows your ads to people who have already visited your website. <br />
<br />
How much does AdWords Remarketing cost? It depends. You are still bidding against other advertisers, like a standard AdWords campaign. But, the cost per click will almost always be less. Using images for your ads is usually the best option. You can even create various sizes of ads that are placed on finance or insurance related websites. You can always measure and refine a remarketing campaign to maximize your conversion rate.</p>
<p> </p>
<p>
If your conversion rate is low, don’t give up on your website. It’s a lot more powerful than you think. As always, <a href="https://www.getitc.com/solutions/agency-marketing/search-engine-optimization/?utm_source=MarketingBlog&utm_campaign=0221DB&utm_medium=GetITC">the SEO team</a> at ITC is here to guide you.<br />
<br />
<em>Have anything to add? Leave your comment below. <br />
</em></p>urn:uuid:1116Why Email Marketing Isn't the Best Channel for Lead Generation - SEO vs. Email Marketing, Part 1 - Agency Marketing BlogWhat’s the best marketing channel for insurance agency growth? Read part one of our series here. 2017-03-20T09:00:00Z2024-03-19T05:52:04Z<p><em>This is part one in our SEO vs. Email Marketing series, in which we examine which channel is best for lead generation and insurance agency growth. <a href="https://www.getitc.com/blog/marketing/2017/03/27/rebuttal-you-have-to-use-email-marketing-to-grow-your-agency#.WNPrH28rKUl">Read part two here</a>. </em></p>
<p> </p>
<img src="https://www.getitc.com/images/blog/DylanBrooksBlogs/Business-Growth.jpg" alt="bar chart growth" style="width: 300px; height: 180px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />
<p>If you’re looking to market your insurance agency, you have <a href="https://www.getitc.com/blog/marketing/2016/03/07/21-ideas-for-marketing-your-insurance-agency-website#.WMvwt28rKUk">many channels to choose from</a>. Email marketing is one of the most popular marketing channels out there. It’s easy to implement and track.<br />
<br />
But if you’re looking to grow your agency, don’t put all your eggs in that email basket. Instead, you’ll want to look at a channel like search engine optimization (SEO) to drive new business.<br />
<br />
Let’s take a closer look at why that is.<br />
<br />
</p>
<h2>A Word on Email Marketing</h2>
<br />
<br />
You shouldn’t slash email marketing from your budget. It can still work well for you, since it’s direct, action-oriented, and affordable.<br />
<br />
In fact, studies have shown email marketing has a <a href="http://www.copyblogger.com/email-marketing/" target="_blank">4,300 percent ROI</a>. No other marketing channel gets you that much bang for your buck. <br />
<br />
Still, you shouldn’t take those ROI numbers as gospel. It turns out email marketing is actually not the best channel for agency growth. In my opinion, it’s one of the worst channels for this endeavor.<br />
<br />
So, when planning campaigns to grow your agency customer base, look elsewhere.<br />
<br />
<h2>The Myth of the Great Email Marketing ROI</h2>
<p>
<br />
OK, calling it a myth might be a bit strong. My point is that 4,300 percent ROI isn’t all it seems.<br />
<br />
Let’s consider what sparks that high rate of return. Email marketing is effective because it’s well-organized:</p>
<p style="margin-left: 40px;">
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Agents can put email addresses into contact lists.<br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Agents send emails to those addresses.<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Agents measure how those emails performed.</p>
<p>
Everything hinges on step one, those contact lists. Agents must build large email databases and use targeted messaging to see success.<br />
<br />
If you look at successful email campaigns, you’ll likely notice they’re built from lists that:</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Consumers voluntarily opted into<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Feature effective segmentation</p>
<p>
Considering this, it’s no wonder email campaigns outperform other channels. If you send messages to consumers expecting to hear from you, they’ll likely take action.<br />
<br />
But, consumers can be protective of their email addresses. They also don’t like hard sales pitches. You often must leverage existing brand affinity to get past these obstacles.<br />
<br />
Some agents use a cold email strategy for their email marketing. That is, their list conists of people who never opted to receive emails. <br />
<br />
That practice often doesn’t lead to widespread success. It’s not hard to see why. Would you open an email you get from a brand you’ve never heard of, or one you’ve shared your email address with?<br />
<br />
Opt-in emails win every time.<br />
<br />
Agents experienced in email marketing know this. This drives email marketing’s high ROI, but that return reflects a subset of the market.<br />
<br />
</p>
<h2>A Better Alternative for Growth</h2>
<br />
We’ve now determined email marketing works best when brand affinity is in place. This means it’s not a viable growth channel.<br />
<br />
Why? If you want to grow your agency, you need to get new faces in the door. By nature, those new faces will be unfamiliar with your brand. So, email marketing won’t work.<br />
<br />
Consider turning to SEO instead, as cost-effective way to reach these new faces.<br />
<br />
SEO can get your agency website in front of people looking for what you offer. This channel optimizes your agency website for relevant search topics. As a result, your agency will be there in a consumer’s moment of need.<br />
<br />
SEO is a solution-based marketing channel that focuses on existing consumer demand. As such, it’s a great tool for building trust and brand affinity.<br />
<br />
These attributes can help launch your agency’s growth. The more consumers show trust in your brand, the more visible it is likely to become online. Satisfied consumers can also boost your referral pipeline and email contact lists.<br />
<br />
Plus, SEO is a lean channel when it comes to costs. You don’t have to pay for clicks on your search listing. And you don’t need to waste time pushing marketing collateral on consumers who aren’t looking to buy. While SEO does need some patience and effort, this diligence can pay off big time.<br />
<br />
So, don’t let the numbers fool you. Email marketing might yield great returns, but SEO is your agency’s best bet for growth.<br />
<br />
<em>Where do you stand on the SEO versus email marketing debate? Watch our blog for the next post in this series: A rebuttal from an email marketer’s perspective.<br />
<br />
Need help with an SEO campaign? ITC has a team of search marketing experts that can provide guidance. <a href="https://www.getitc.com/solutions/agency-marketing/consultation/?utm_Source=Marketingblog&utm_campaign=DB032017&utm_medium=GetiTC">Request a free consultation today</a>. </em>urn:uuid:1115Masters of Marketing - Master the Promotional Email to Increase ROI - Agency Marketing BlogAgencyBuzz Coordinator Malika James explains which promotional emails are great to have in your back pocket.2017-03-16T13:00:00Z2024-03-19T05:52:04Z<p>In the March 2017 edition of <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&amp;utm_campaign=0316MJ&amp;utm_medium=GetITC" target="_blank">Masters of Marketing</a>, AgencyBuzz Coordinator Malika James discussed the types of promotional emails that can drive ROI. </p>
<p>It's time to get creative when engaging your email contacts with promotional emails. View the slides below or <a href="https://attendee.gotowebinar.com/recording/8561045305339175174">watch the recording here</a>.</p>
<iframe src="//www.slideshare.net/slideshow/embed_code/key/E7p1Lj8uMuPKgj" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;"> </iframe>
<div style="margin-bottom:5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/mastering-the-promotional-email-to-increase-roi" title="Mastering the Promotional Email to Increase ROI" target="_blank">Mastering the Promotional Email to Increase ROI</a> </strong> from <strong><a target="_blank" href="//www.slideshare.net/InsTechCorp">Insurance Technologies Corporation (ITC)</a></strong> </div>
<p> </p>
<a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&amp;utm_campaign=0316MJ&amp;utm_medium=GetITC">Join us</a> for the next Masters of Marketing on Thursday, April 20! SEO Coordinator Dylan Brooks will present <em>Future-Proofing Your Agency's Search Visibility</em>.urn:uuid:1113Don’t Let a Bad SEO Experience Keep You Down - Agency Marketing BlogIf you’ve been burned by a disreputable SEO firm, here are your first steps to recover. 2017-03-15T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/JoshBoweBlogs/woman_computer_unamused.jpg" alt="businesswoman frowning at computer" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />As an independent insurance agent, you have a lot on your plate. You’re wearing many hats while running your business. Time is your most precious commodity.<br />
<br />
That’s when you make the decision to have a third party firm do your <a href="https://www.getitc.com/!/insurance-website">insurance website’s</a> SEO. Now you can focus on your clients and your business.<br />
<br />
There’s just one problem: That SEO firm was too good to be true. Their shoddy strategies gave your website a bad reputation with search engines.<br />
<h2>Dirty Tricks</h2>
Bad SEO firms use <a href="https://www.getitc.com/blog/marketing/2014/05/13/how-to-kill-your-brand-with-black-hat-seo#.WMhHLW8rKUk">black hat techniques</a> to boost rankings through nefarious means.<br />
<br />
Dirty SEO tricks can lead to penalties as Google’s algorithm gets smarter and tougher every day. A black hat tactic like keyword stuffing was once used to trick search engines. People stuff a web page only with keywords they are trying to rank for. Yet, the content is usually unreadable to humans. <br />
<br />
These SEO practices equate to get rich quick schemes. They don’t work well and can actually damage your placement on Google’s rankings. <br />
<h2>Recovery</h2>
<p>
One bad experience is no fun, but don’t despair! Luckily, damage to your website’s SEO isn’t permanent. <br />
<br />
Find a third-party provider who won’t sniff at black hat practices. Their SEO work should be done according to the letter of the law according to Google. <br />
<br />
If you’re not ready to jump back into SEO waters with a firm, that’s understandable. There are some things you can do on your own to help your SEO efforts bounce back. </p>
<p style="margin-left: 40px;">
<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>Dump the spammy content.</strong><br />
<br />
If you haven’t already, get rid of any keyword stuffed content. Replace it with more natural sounding language. Read it out loud to yourself to see how it sounds to human ear. <br />
<br />
You can update your home page content or write a few paragraphs for your About Us page. Even try <a href="https://www.getitc.com/blog/marketing/2017/01/06/blogging-step-by-step#.WMhTzW8rKUk">blogging</a>. Just get keyword spam off your website so Google doesn’t keep checking for it.</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Delete duplicate content. </strong><br />
<br />
It’s possible the firm you used copied and pasted the same content on many pages on your agency website. This was to trick Google into thinking you had lots of pages of new content. <br />
<br />
Get rid of this, even if you don’t replace it. Fresh and unique content is better than stale, old content copied across a website<br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Claim and update your business listings. </strong><br />
<br />
Make sure your business is listed on major listing sites like Yelp, Yellow Pages, Super Pages. Also check map services like Apple Maps. Making sure these listings have the same contact info as your insurance website. That will let Google know your business is legitimate and not spam.</p>
<p> </p>
<p>
When you’re ready to dip a toe back into the waters of SEO, have a reputable agency take over for you. Make sure to research their practices and get a contract that holds up their end of the bargain. <a href="https://www.getitc.com/solutions/agency-marketing/search-engine-optimization/?utm_source=MarketingBlog&utm_campaign=0221DB&utm_medium=GetITC">That’s what we do at ITC</a>. Our SEO team works hard to make sure your business is as visible as it can be to prospects searching for insurance.</p>urn:uuid:1112Website Activity = Relevance - Agency Marketing BlogOnce your insurance website is set up, be sure to update it regularly to stay relevant online. 2017-03-13T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/KarlyBaker/Tapping.jpg" alt="tapping" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />It’s a simple equation. Periodic changes and activity on your website indicates relevance.<br />
<br />
Online visitors need to up-to-date information about your agency. But, Google also <a href="https://www.getitc.com/blog/marketing/2012/03/07/keep-it-fresh#.WMGafm8rKUk">loves </a>frequent content updates. <br />
<h2>Freshen Up</h2>
<br />
Search engines view a static website as a site with nothing new to offer. You aren’t doing your agency any SEO favors letting your website stagnate. <br />
<br />
Updated websites offer search engines sources of new information for their search requests. If you update your website often with high quality content, search engines will reward you for it. <br />
<br />
But, don’t make unnecessary changes every hour of every day. A website updated a few times a week gets high marks.<br />
<br />
How does Google know you have fresh content on your insurance agency website? <br />
<br />
Search engines use automated web crawlers known as a <em>Googlebots </em>or <em>spiders</em>. They are high tech programs that scan the internet for websites. <br />
<br />
Every time you make an update to your website, bots crawl it. Google then uses that information and rearranges your website’s ranking. <br />
<br />
But, don’t get too caught up with quantity of content updates. It’s also about quality of content.<br />
<h2>Adding Content With Value</h2>
<p>
<br />
What is valuable content for an insurance website? <br />
Here’s my golden rule: Be the resource your customers need. <br />
<br />
Try to think through what your customer’s biggest problems are. Position yourself as the solution for them. Understand your customers and mold your website to fit their needs.<br />
<br />
If you do not know what your customers are struggling with, ask. An easy way is to create a short online survey. Include it in your next newsletter or post it on social media. <br />
<br />
Or, poll your staff and see what the most common customer questions are. <br />
<br />
You’ll start to notice recurring themes or phrases. Address those in your content. If possible, use their exact phrases to target those long tail key words. This method can even lead to an increase in traffic.</p>
<p> </p>
<p >
It’s one of the easiest things you can do to keep your website useful for customers and search engines. Updating your insurance website content with new ideas from time to time can give you the online boost your agency needs. </p>
<div> </div>urn:uuid:1111How Do You Handle Unsold Prospects? - Agency Rating BlogWhat if you could monetize unsold prospects to cover some of your operating or marketing costs?2017-03-09T09:00:00Z2024-03-19T05:52:04Z<p><em><img alt="Leads, prospects, customers" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/ITC/leads-prospects-customers.jpg" />The following is a guest post from Answer Financial.</em></p>
<p>Have you ever had a customer for whom you had no product or competitive price? How do you fulfill their needs after having spent the time and money to get them in the door?<br />
<br />
Some customers may return, others may not. The key to success is learning when to re-solicit the prospect versus referring the customer somewhere else. Agency managers need to answer the following questions: <br />
<br />
</p>
<ul class="ulstyle-bullets">
<li>How and when should I resolicit customers who did not purchase? </li>
<li>When should I refer a customer to someone else? </li>
<li>What metrics should I analyze to make this decision? </li>
<li>How do I manage my producers to optimize the return on their activity?</li>
</ul>
<br />
Large insurance companies recognize that not all customers will buy their products. Rather than let the customer go somewhere else, they often sell their competitors’ products through referrals, internal agencies or partner agencies. The insurance companies are paid a fee for the referral and use it to cover some of their operating or marketing costs. <br />
<br />
<h2 class="subtitle">Why should you consider selling off unsold prospects?</h2>
<p>
<br />
Running an agency is expensive. The average <a href="https://www.getitc.com/products/rating/">TurboRater</a> user does about 120 quotes per month but only closes an estimated 30-35 percent of these quotes.<sup>1</sup> The rest end up not buying for various reasons but still need insurance. <br />
<br />
<strong>Example Scenario:<sup>2</sup></strong><br />
<br />
Imagine the Jones Agency has two producers and sees 300 prospects per month. The team only closes 30 percent of these prospects. The rest fail to purchase for various reasons. Some may come back later; others may not like the price or product. Mr. Jones looks at the unsold quotes and realizes that 25 percent fail to return in the future. Rather than give up on these, he offers the client a chance to get quotes from another source. He sends 75 of the unsold leads to a partner and receives $900 in revenue. Mr. Jones uses this $900 to recoup some of his operating costs. He is careful to make sure that he uses the available reports to manage his producers so they focus on the prospects with the highest conversion opportunity.<br />
<br />
Join <a target="_blank" href="https://attendee.gotowebinar.com/register/2311648811793880323">our webinar on March 22, 2017</a>, to learn how you can monetize unsold prospects to offset marketing costs and increase revenue for your agency.</p>
<h2 class="subtitle">How to learn more</h2>
<br />
<a target="_blank" href="https://attendee.gotowebinar.com/register/2311648811793880323">Join us on Wednesday, March 22</a> or contact Answer Financial® at <a href="mailto:learnmore@answerfinancial.com">learnmore@answerfinancial.com</a>.<br />
<br />
For a customized opportunity assessment, email <a href="mailto:learnmore@answerfinancial.com">learnmore@answerfinancial.com</a>.<br />
<br />
<h2 class="subtitle">Who is Answer Financial?</h2>
<br />
Answer Financial is a national insurance agency serving insurance shoppers in all 50 states and from a wide range of credit profiles. Through their referral solution, they can help independent agents recoup some of their expenses by covering risks that their agencies cannot serve.<br />
<br />
Answer Financial was founded in 1997 and is now a member of the Allstate family of companies. They represents 20+ carriers and serves customers 24 hours a day, 7 days a week. <br />
<br />
<p style="font-size:10px;"><em>1: Average quotes per user provided by ITC. </em></p>
<p style="font-size:10px;"><em>2: The above scenario was created for illustrative purposes only. Revenue earned from referrals is applied toward the agency’s TurboRater service fees and any remaining balance paid to the agency.</em></p>urn:uuid:1110QUIZ: Is Your Email Marketing Making the Grade? - Agency Marketing BlogTake our pop quiz to see if your insurance agency’s email marketing makes the grade. 2017-03-08T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/HeatherGallowayBlogs/Grade.jpg" alt="graded notebook paper" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Wondering how your current email marketing is doing? Answer these 8 questions about your insurance agency’s current email marketing strategy to see just how you measure up. <br />
<br />
<strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>I obtained most of my email addresses from ______________.</strong></p>
<p style="margin-left: 40px;">
A.<span class="Apple-tab-span" style="white-space: pre;"> </span>Another agency<br />
B.<span class="Apple-tab-span" style="white-space: pre;"> </span>A third-party list purchasing service<br />
C.<span class="Apple-tab-span" style="white-space: pre;"> </span>Prior business interactions<br />
D.<span class="Apple-tab-span" style="white-space: pre;"> </span>A list of clients that have not been emailed yet<br />
E.<span class="Apple-tab-span" style="white-space: pre;"> </span>I do not have an email address list</p>
<p>
<em><a href="https://www.getitc.com/blog/marketing/2015/10/19/back-away-from-the-purchased-email-lists ">Learn more about the risks of purchased lists. </a></em><br />
<br />
<br />
<strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>I audit and update my email lists ______________.</strong> </p>
<p style="margin-left: 40px;">
A.<span class="Apple-tab-span" style="white-space: pre;"> </span>Daily<br />
B.<span class="Apple-tab-span" style="white-space: pre;"> </span>Weekly<br />
C.<span class="Apple-tab-span" style="white-space: pre;"> </span>Monthly<br />
D.<span class="Apple-tab-span" style="white-space: pre;"> </span>Yearly<br />
E.<span class="Apple-tab-span" style="white-space: pre;"> </span>Never</p>
<p>
<strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>I ___________ send emails to targeted groups of segmented contacts. </strong></p>
<p style="margin-left: 40px;">
A.<span class="Apple-tab-span" style="white-space: pre;"> </span>Never<br />
B.<span class="Apple-tab-span" style="white-space: pre;"> </span>Rarely<br />
C.<span class="Apple-tab-span" style="white-space: pre;"> </span>Occasionally<br />
D.<span class="Apple-tab-span" style="white-space: pre;"> </span>Frequently<br />
E.<span class="Apple-tab-span" style="white-space: pre;"> </span>Always </p>
<p>
<a href="https://www.getitc.com/blog/marketing/2013/07/17/what-is-email-segmentation">Learn more about the power of segmentation. </a></p>
<p>
<strong>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>I review my email statistics ________________. </strong></p>
<p style="margin-left: 40px;">
A.<span class="Apple-tab-span" style="white-space: pre;"> </span>After every campaign<br />
B.<span class="Apple-tab-span" style="white-space: pre;"> </span>Weekly<br />
C.<span class="Apple-tab-span" style="white-space: pre;"> </span>Monthly<br />
D.<span class="Apple-tab-span" style="white-space: pre;"> </span>Yearly<br />
E.<span class="Apple-tab-span" style="white-space: pre;"> </span>Never</p>
<p>
<a href="https://www.getitc.com/blog/marketing/2016/10/19/email-statistics-for-beginners">Learn how to analyze email metrics.</a><br />
<br />
<strong>5.<span class="Apple-tab-span" style="white-space: pre;"> </span> I spend ____________ per month working on email marketing.</strong></p>
<p style="margin-left: 40px;">
A.<span class="Apple-tab-span" style="white-space: pre;"> </span>Less Than 15 Minutes<br />
B.<span class="Apple-tab-span" style="white-space: pre;"> </span>15-59 Minutes<br />
C.<span class="Apple-tab-span" style="white-space: pre;"> </span>1 -2 Hours<br />
D.<span class="Apple-tab-span" style="white-space: pre;"> </span>3-4 hours<br />
E.<span class="Apple-tab-span" style="white-space: pre;"> </span>More Than 4 Hours</p>
<p>
<br />
<strong>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>My subject lines are __________________. </strong></p>
<p style="margin-left: 40px;">
A.<span class="Apple-tab-span" style="white-space: pre;"> </span>Compelling and elicit high open rates<br />
B.<span class="Apple-tab-span" style="white-space: pre;"> </span>Strong and yield average open rates<br />
C.<span class="Apple-tab-span" style="white-space: pre;"> </span>Mediocre and produce less-than-average open rates<br />
D.<span class="Apple-tab-span" style="white-space: pre;"> </span>Dull and evoke low open rates<br />
E.<span class="Apple-tab-span" style="white-space: pre;"> </span>Blank </p>
<p>
<a href="https://www.getitc.com/blog/marketing/2017/01/09/create-a-compelling-subject-line-in-4-steps">Learn how to write captivating subject lines. </a><br />
<br />
<strong>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>My audience is ______________ to my email marketing strategy.</strong></p>
<p style="margin-left: 40px;">
A.<span class="Apple-tab-span" style="white-space: pre;"> </span>Extremely important<br />
B.<span class="Apple-tab-span" style="white-space: pre;"> </span>Very important<br />
C.<span class="Apple-tab-span" style="white-space: pre;"> </span>Important<br />
D.<span class="Apple-tab-span" style="white-space: pre;"> </span>Somewhat important<br />
E.<span class="Apple-tab-span" style="white-space: pre;"> </span>Not important</p>
<p>
<br />
<strong>8.<span class="Apple-tab-span" style="white-space: pre;"> </span>My emails ________________. </strong></p>
<p style="margin-left: 40px;">
<br />
A.<span class="Apple-tab-span" style="white-space: pre;"> </span>Always reach inboxes (Extremely low bounce rates)<br />
B.<span class="Apple-tab-span" style="white-space: pre;"> </span>Usually reach inboxes (Low bounce rates)<br />
C.<span class="Apple-tab-span" style="white-space: pre;"> </span>Sometimes reach inboxes (Average bounce rates)<br />
D.<span class="Apple-tab-span" style="white-space: pre;"> </span>Rarely reach inboxes (High bounce rates)<br />
E.<span class="Apple-tab-span" style="white-space: pre;"> </span>Never reach inboxes (Extremely high bounce rates) </p>
<p>
<a href="https://www.getitc.com/blog/marketing/2016/12/15/masters-of-marketing-signed-sealed-delivered-get-your-emails-into-inboxes">Learn all about email deliverability. </a><br />
<br />
<br />
<strong>SCORING: </strong>1. a-2, b-0, c-4, d-3, e-1 2. a-4, b-3, c-2, d-1, e-0 3. a-0, b-1, c-2, d-3, e-4 4. a-4, b-3, c-2, d-1, e-0 5. a-0, b-1, c-2, d-3, e-4 6. a-4, b-3, c-2, d-1, e-0 7. a-4, b-3, c-2, d-1, e-0 8. a-4, b-3, c-2, d-1, e-0</p>
<p> </p>
<table border="1">
<tbody>
<tr>
<td>
<center><strong>F</strong></center>
<center><strong>0 TO 7 POINTS</strong></center>
</td>
<td>
<center><strong>C</strong></center>
<center><strong>8 TO 19 POINTS</strong></center>
</td>
<td>
<center><strong>B-</strong></center>
<center><strong>20 TO 27 POINTS</strong></center>
</td>
<td>
<center><strong>A+</strong></center>
<center><strong>28 TO 32 POINTS</strong></center>
</td>
</tr>
<tr>
<td style="padding-left:5px; padding-right:5px;"><center>NEW STUDENT ENROLLMENT</center></td>
<td><center>YOU'VE GOT SOME HOMEWORK TO DO</center></td>
<td><center>IT'S TIME TO GET ON THAT HONOR ROLL</center></td>
<td><center>STAR STUDENT</center></td>
</tr>
<tr>
<td style="padding-left:10px; padding-right:10px;">Email marketing may be new or intimidating for you right now, and that’s okay! Review the basics and make sure you are following best practices. Once you establish a good foundation, you can take your emails to the next level</td>
<td style="padding-left:10px; padding-right:10px;">You’ve dabbled in email marketing long enough to know a thing or two, but there is still room for improvement. Continue building the foundation you need to run a stable email marketing strategy with consistent results.</td>
<td style="padding-left:10px; padding-right:10px;">You’ve got a strong grasp on the basics and things are moving steadily. But it’s time to take your email marketing to the next level. Try pushing out of your comfort zone by running additional campaigns, reaching different segments, or targeting lost customers.</td>
<td style="padding-left:10px; padding-right:10px;">You’ve mastered the art of email marketing, and you should be proud of yourself! But don’t let all of your hard work get stale. Routinely audit your campaigns, database, and statistics to make sure you remain at the top of your game.</td>
</tr>
</tbody>
</table>urn:uuid:1109Operation Agency Success: The Secret Behind the Questions on a Comparative Rater - ITC VideosHave you ever wondering how certain questions get added to a comparative rater? ITC President Laird Rixford explains.2017-03-07T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/oas/secrets-laird-rixford.jpg" style="display:none;" /><iframe src="https://player.vimeo.com/video/206420657?color=ff9933&autoplay=1" style="margin-top:8px;" width="654" height="368" frameborder="0"><noframes><img alt="" src="/images/blog/oas/secrets-laird-rixford.jpg"></noframes></iframe>
<p> </p>
<p>ITC President Laird Rixford reveals the secrets behind how and why questions get added to a <strong><a href="https://www.getitc.com/!/comparative-rater?utm_source=VideoBlog&utm_campaign=OAS030717&utm_medium=GetITC">comparative rater</a></strong>.</p>
<p> </p>
<h2 class="subtitle">Related Articles</h2>
<p><a href="https://www.getitc.com/blog/rating/2016/03/22/how-successful-insurance-agencies-apply-em2c">How Successful Insurance Agencies Apply <span itemprop="articleBody">E=M<sup>2</sup>C</span></a></p>
<p><a href="https://www.getitc.com/blog/rating/2016/08/30/to-sell-on-value-stop-these-bad-habits">To Sell on Value: Stop These Bad Habits</a></p>
<p><a href="https://www.getitc.com/videos/2015/10/06/5-traits-of-a-great-comparative-rater">5 Traits of a Great Comparative Rater</a></p>
<p><a href="https://www.getitc.com/blog/rating/2015/11/12/who-decides-the-questions-used-in-a-comparative-rater-to-quote-a-risk">Who Decides the Questions Used in a Comparative Rater to Quote a Risk?</a></p>
<p> </p>
<h2 class="subtitle">Video Transcript</h2>
We often get asked who chooses what questions get asked on the comparative rater. And this is a very fine balance between working with the carriers and working with the agencies, both of them have very unique needs. Carriers want the questions that need their underwriting questions asked. Agencies want a quick, efficient interface where they can easily put in information and quickly get a rate. It's ITC's job to balance those two.<br />
<br />
First, carriers will ask that a question get asked for underwriting reasons. That might be education level, no prior insurance reason, whatever it might be. And a lot of times, we put these in the rater as carrier specific questions. Often over time, those carrier specific questions can get migrated to the main interface of TurboRater because more and more carriers are asking those questions. A good example is education level, not many carriers ask that before and now they do. <br />
<br />
The agency's need in a comparative rating system is completely different. They need to ask the minimum amount of questions to get a rate effectively and correct. A lot of times, the consumer that's coming in the door might not meet the needs of certain carriers. So an interface that allows you to not ask those specific carrier questions is a good interface. A good example would be if a risk comes in and maybe they have a DWI or a poor driving record, you're not going to ask questions related to a standard lines carrier. <br />
<br />
The same holds true for standard line agencies. A lot of times you don't need to ask questions such as DWIs or lower limit offerings. That is where an interface that can meet the needs of every type of agent in every line of business is key. A web-based comparative rating system offers even more advantages over a desktop-based one, and that's the ability for us to change questions regularly and quickly based upon the carriers and the agency's needs. Therefore if all of the sudden a question now becomes your main [sic] to the underwriting process, we're now able to add that instantly to the interface. And the next time you refresh that page, it's there. There's no updates, there's nothing that needs to be done. <br />
<br />
When choosing a comparative rating vendor, make sure that you not only choose one that has an interface that allows them to easily add and remove questions based upon your carrier's needs, but also one that has a healthy ongoing dialogue with the carriers to make sure that the questions that are getting asked meets your needs.urn:uuid:1108How to Produce Content for Geo-Location Landing Pages - Agency Marketing BlogIt can be tricky to write unique content for each of your geo-location landing pages. Here's how to do it right. 2017-03-06T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/PhillipLongBlogs/NewContent.jpg" alt="new content typewriter" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" />When I have consultations with my clients, the conversation always turns to <a href="https://www.getitc.com/blog/tag/content/">content</a>. It’s well known content is one of the most important aspects of SEO.<br />
<br />
It’s easy for me to recommend every page of your <a href="https://www.getitc.com/!/insurance-website">insurance website</a> to have custom, unique content. <br />
<br />
One of my favorite types of content is the geo-location landing page. Say I own an agency that writes auto insurance all across the south. I would want to have a landing page with content for each state I write, like Texas Auto Insurance, Alabama Auto Insurance, Florida Auto Insurance, etcetera. <br />
<br />
Here’s how you could customize geo-location landing pages to maximize their value.<br />
<br />
<h2>The Auto Insurance Agency</h2>
<br />
The most populated insurance space also happens to be one of the easiest to write about. <br />
<br />
Regulations and limits for auto insurance change from state to state. So, make sure you detail what the differences are if you are writing state-based content. <br />
<br />
If you are writing content based on cities within a state, try sample rates for people in that city. You should also add well-known neighborhoods, intersections and anything unique about the city.<br />
<br />
<h2>The Home Insurance Agency</h2>
<br />
In Texas, new developments pop up everywhere. We also seem to be bringing in new business headquarters left and right. These are all targets to use in your content. <br />
<br />
If there are major developments, mention the neighborhood name and the homebuilders. It’d be a good idea to work out a referral deal with the homebuilder, if possible. But, that’s another topic. <br />
<br />
If your area is seeing a lot of new business come in, talk about the supply and demand of homes for sale. List a real estate agent someone could contact if they are looking for a home.<br />
<br />
Are you on the coast and offer windstorm insurance? Make sure you mention this in the pages where it’s relevant. This is a great opportunity to talk about those niche lines of business. <br />
<br />
<h2>The Business Insurance Agency</h2>
<br />
This one gets a little trickier, as it depends on the kinds of businesses you are looking to write. <br />
<br />
Focus on different sectors, like restaurants, cleaners, technology or design. Talk about the main policy types and how they might apply to each. <br />
<br />
For example, in California write about technology businesses, a prevalent industry.<br />
<br />
<h2>The Specialty Insurance Agency</h2>
<br />
Niche lines of business can each have their own challenges. Let’s assume you are focusing on hotel insurance, for example. Hotel insurance is similar from state to state. That makes it difficult to produce unique content on each landing page. <br />
<br />
Imagine trying to write 10 pages of content when nothing changes from one state to the next. Not easy. <br />
<br />
Here’s what I would do. First, this is going to <a href="https://www.getitc.com/blog/marketing/2016/06/06/10-places-to-get-content-ideas-for-your-blog#.WLmf4G8rKUk">take some research</a>. <br />
<br />
I’ll use Texas as my example. A quick Google search told me Frisco, Texas is building 11 hotels over the next three years. It also told me Austin, Texas is in the middle of a hotel boom and Allen, Texas is building a new convention center. <br />
<br />
Texas also has resort-style hotels in the hill country and along the coast. Those differ in policy quite a bit from the smaller standard hotels. <br />
<br />
We also have a long coastline and experience small earthquakes. Those increase the need for windstorm and earthquake considerations.<br />
<br />
There are already several ways to customize your content from page to page. <br />
<br />
<h2>Bonus: Testimonials</h2>
<br />
One foolproof way to make a page unique is adding a testimonial to landing pages. <br />
<br />
There are two rules of thumb to follow. First, make sure it’s relevant to the topic of the page. Second, it must be unique. That means it wasn’t take from Google, Yelp or your testimonial page.<br />
<br />
I would add a unique testimonial to each landing page you create. Every bit of custom content helps boost your SEO. <br />
<br />
<br />
A little research on your topic can go a long way to producing a rankable page of content. If content isn’t your forte, we do offer <a href="https://www.getitc.com/solutions/agency-marketing/content-services">premium content authoring</a> services. But, with the tips above I’m confident anyone can put together content with ranking potential.<br />
<div> </div>urn:uuid:1107Mastering the Promotional Email to Increase ROI - Agency Marketing BlogAgencyBuzz Coordinator Malika James explains how promotional emails can drive ROI.2017-03-03T09:00:00Z2024-03-19T05:52:04Z<p>For some of our customers, email marketing can seem overwhelming. With so many different ways to utilize email for marketing, it’s sometimes difficult to feel you’ve mastered any of them. The good news is I’m here to help!</p>
<p >I will be explaining the many uses of the promotional email in March’s <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&utm_campaign=0303MJ&utm_medium=GetITC">Masters of Marketing</a> webinar. If you’re looking for creative ways to increase your ROI using email marketing, this one’s for you!<br />
<br />
In our upcoming Masters of Marketing webinar, you’ll learn how to get a higher ROI by offering your contacts something in return. I will be breaking down how to plan, design, develop and execute effective promotional email campaigns like:</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span>Referral Campaigns<br />
•<span class="Apple-tab-span" style="white-space:pre;"> </span>Community Partnerships<br />
•<span class="Apple-tab-span" style="white-space:pre;"> </span>Giveaways</p>
<p >When you join me on March 16, you’ll get an in-depth look at how the promotional email works, and how you can make it work for you! <br />
<br />
Register for our next installment of Masters of Marketing on March 16th at 12 pm CT <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&utm_campaign=0303MJ&utm_medium=GetITC">by following this link</a>. </p>
<div> </div>urn:uuid:1106Adaptive vs Responsive Mobile Websites in Insurance, a Research Report - Agency Marketing BlogResearch study reveals which insurance website design works better for an agency’s mobile strategy: adaptive or responsive.2017-03-01T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/Laird/cellphone.jpg" alt="cell phone with hands" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Since 2007 the mobile revolution has hit every aspect of our lives. It has changed the way we communicate, shop and entertain ourselves. It has even changed the insurance industry. <br />
<br />
We can now use apps and mobile websites in all parts of the insurance process. This includes research, quote comparison, purchase, payment and management of our policies. <br />
<br />
A lot of pixels and ink have been spent telling agencies they need to embrace mobile. The good news, most agents have. The bad news, they’re not doing it right. <br />
<br />
It’s the number one question we get when helping agencies further their online presence. Should my <a href="https://www.getitc.com/!/insurance-website-designs?utm_source=marketingblog&utm_campaign=LR030117&utm_medium=GetITC">insurance website design</a> be adaptive or responsive?</p>
<p> </p>
<p><strong>What is an adaptive website?</strong></p>
<p>
Adaptive websites change according to the device you are using. <br />
<br />
This mobile website design looks at characteristics that identify the user’s device. Then, it displays the appropriate version of the website accordingly. <br />
<br />
Adaptive websites are touch friendly when viewed on non-desktop-sized screens. So search engines index, accept and mark well-designed adaptive websites as mobile friendly.<br />
<br />
There are a few drawbacks of using an adaptive website strategy. <br />
<br />
First, you must create two separate websites for the mobile and desktop experience. You can do this by creating a subdomain (example: m.yourwebsite.com) or subfolder (i.e: www.yourwwebsite.com/m/) with your websites. <br />
<br />
Second, you need to maintain an up-to-date list of device characteristics. This list helps your website determine which version to display. <br />
<br />
Finally, you will be creating duplicate content since it will be on both your mobile and desktop websites. This means you run the risk of search engines <a href="https://www.getitc.com/blog/marketing/2015/06/22/why-duplicate-content-is-bad-for-seo">down ranking you for duplicate content</a>. (Good news. You can overcome this by <strong>correctly</strong> using <a href="https://developers.google.com/webmasters/mobile-sites/mobile-seo/separate-urls" target="_blank">canonical tags</a>.)<br />
<br />
<strong>What is responsive design?</strong></p>
<p>
The current rage in insurance website design is responsive design. <br />
<br />
Most web designers prefer this tactic. It’s easier to deploy one website that meets the needs of both desktop and mobile users. <br />
<br />
Responsive websites let you tailor your insurance website design for multiple screen sizes. It’s a single website and design for mobile, tablets and desktops.<br />
<br />
This website design overcomes the three major drawbacks of adaptive designs. But, it has its own challenges. <br />
<br />
First, mobile devices have limited screen real estate. Large amounts of content work well on a desktop but causes a scrolling nightmare on mobile. <br />
<br />
Second, it’s hard to develop navigation menus and calls to action that work on mobile as well as they do on a desktop. <br />
<br />
Third, textual and graphical elements might not work as expected when scaled up or down. <br />
<br />
Finally, a responsive design loads the same graphics for mobile and desktop. But, the two devices have different bandwidth and speed considerations. <br />
<br />
HTML5 and CSS3 improvements have alleviated these concerns by cutting bandwidth usage. This includes <a href="https://css-tricks.com/responsive-images-youre-just-changing-resolutions-use-srcset/" target="_blank">srcset</a> and the lazy loading of assets. (Lazy loading means only loading an image when it’s on screen.) However, most websites are not yet properly using these advanced techniques. </p>
<p> </p>
<p>
<img src="/images/blog/Laird/phonemockup.jpg" alt="adaptive versus responsive website design on mobile device" style="width: 850px; height: 479px; vertical-align: middle; margin: 5px;" /></p>
<p><em>Adaptive insurance website design on left, responsive design on right. </em></p>
<p><em> </em></p>
<p>
<strong>So which one is better for my agency?</strong></p>
<p>
ITC’s Insurance Website Builder platform supports both responsive and adaptive designs. We have more than 4,200 unique insurance agency websites on our platform. Our analytics of more than four million unique visitors to those websites in 2016 tell an interesting story. <br />
<br />
The answer to the above question depends on the goal of your website. If your goal is to inform and educate your visitors hoping it will lead to an inbound phone call, then a responsive website is the way to go. If you want your website to generate leads and provide 24/7 client service, then go with an adaptive website.<br />
<br />
<em>Responsive Design Insights</em><br />
<br />
Responsive designs perform better for content driven websites. These are websites that drive education and thought leadership through many blog entries. <br />
<br />
Visitors on responsive websites stayed five times longer than they did on adaptive designs reading an average of two articles per session. Beyond that, adaptive websites outperformed responsive sites in every other aspect.<br />
<br />
<em>Adaptive Design Insights</em><br />
<br />
There are several key factors that determine a website’s performance… time on site, number of pages visited, bounce rate, page load speed, and goal conversion. <br />
<br />
When comparing adaptive and response designs, we looked at these standard metrics. But, we also did a deep dive of the journey visitors took using flow diagrams and heat maps.</p>
<p style="margin-left: 40px;">
<span style="text-decoration: underline;">Session Duration and Pages Visited</span>. In 2016, users spent 11 percent less time on adaptive websites while visiting 19 percent more pages. <br />
<br />
In a weird quirk of mobile usage review, when it comes to mobile websites, quicker is better. Mobile users want to find the relevant information and move on. Touch friendly websites give visitors this quick, direct experience. <br />
<br />
In contrast, user behavior on responsive designs revealed a pattern of searching. The users scrolled around opening menus looking for something… often never finding it before they exited.<br />
<br />
<span style="text-decoration: underline;">Bounce Rate</span>. Continuing on the duration and page visit findings, we next looked at bounce rate. Bounce rate is the percentage of visitors who looked at a website and left unable to find what they needed. <br />
<br />
Users of responsive websites bounced nine percent more often. Again, this is due to the differences between a curated adaptive mobile experience and responsive designs doing double duty.<br />
<br />
<span style="text-decoration: underline;">Speed of Site</span>. Using a typical 4G mobile connection, adaptive websites loaded an average of 280 percent faster. This is largely due to responsive websites having assets that are 385 percent larger for viewing on a desktop. <br />
<br />
Keep in mind we did these tests and analytics against our Insurance Website Builder hosted websites, which use advanced techniques like lazy loading. When viewed on a desktop device, our responsive websites load twice as many images as it does on mobile. This is because of the larger screen and assumed unmetered bandwidth. <br />
<br />
During this study we also referenced other external insurance agency websites. These external websites did not use these bandwidth saving methods. As a result, they often took 10 seconds or more to load megabytes of data on a mobile device.<br />
<br />
<span style="text-decoration: underline;">Goal Completions (the Money Maker)</span>. I’ve always said it. The real measure of a website is not the number of pages visited by a large amount of visitors but the submissions. <br />
<br />
Since we only build websites for the insurance industry, we have a specific set of goals we track... quote, service and contact requests. <br />
<br />
Across all goals per visitor, adaptive websites outperformed responsive sites 6 to 1. When looking only at the ratio of quote submissions per visitor the margin widened to 10 to 1. Meaning visitors on adaptive websites were ten times more likely to submit a quote. The one exception was people making contact submissions, where both designs performed identically.<br />
<br />
We explored this anomaly further and found the reason adaptive websites perform better. It all has to do with the data that insurance agents collect within their website forms.<br />
<br />
Collecting the correct information from a consumer is a delicate process. The more information you can get, the better qualified the lead. <br />
<br />
But, there are a few fields that can stop the buying process cold. Think Social Security number, driver’s license and other hard-to-reach information. <br />
<br />
Mobile devices present a new challenge, the on-screen keyboard. Have you ever typed in a VIN number using a virtual keyboard? Jumping back and forth between the letters and numbers gets old quick. <br />
<br />
Guess what happens when you combine this with asking too many questions. Consumers are quick to abandon the process. This is where a key tenet of responsive design falls short. <br />
<br />
In the majority of responsive designs, you ask the same questions on mobile as you would on a desktop. Adaptive websites don’t ask the same questions on both devices. They will ask limited questions with mobile friendly entry and leave the full set for desktops.</p>
<p>
<br />
From our research it seems adaptive websites are best for the insurance industry. They provide a better user experience culminating in more leads for the agency.</p>
<p> </p>
<p>
<strong>If I have a responsive design, how can these insights help me?</strong></p>
<p>
The evidence leans towards adaptive websites being the best choice for agencies. But, what if you have or like the look and feel of a responsive insurance website design? What can you do to maximize your website’s performance? <br />
<br />
Here are 10 things that can assure your responsive design performs for your agency.</p>
<p style="margin-left: 40px;">
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Test your website’s speed and asset size. Larger websites cause slow load times and sluggish performance. It’s an overall poor user experience on any computer. Mobile devices and their limited connections will only compound the frustration. You can make images smaller, use less images, and only load them when needed.<br />
<br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Make sure your call to action is front and center as the page loads. If the visitor has to take any action to find their next step, it might be the back button.<br />
<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Have an easy-to-use navigation menu when resized on a mobile device. You don’t need every option, just the important ones.<br />
<br />
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Keep important information one swipe away. If information requires many swipes, you might be asking for an exit.<br />
<br />
5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Keep forms short. If at an event a prospect only has time to hand you his business card, you now have enough information to contact him. Why should be your website be different? <br />
<br />
6.<span class="Apple-tab-span" style="white-space: pre;"> </span>If you do have long forms, hide the less important questions when your responsive design reconfigures itself for a mobile device.<br />
<br />
7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Make sure entry fields are touch friendly. Make Yes or No buttons toggle switches.<br />
<br />
8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Use native HTML5 input controls as able. Yet…<br />
<br />
9.<span class="Apple-tab-span" style="white-space: pre;"> </span>Make date entry fields three drop downs: month, day and year. This is one time I advocate against the usage of HTML5 input controls. Why? The Android date selection widget is notoriously difficult to select past years. Forgo it altogether, and use the widely accepted three drop down option.<br />
<br />
10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Watch your analytics. Do you see users exiting your website at a certain point? If so, you might want to find out if it is a content issue, visitor expectation issue or a user experience issue.</p>
<p style="margin-left: 40px;"> </p>
<p>
Consider these discoveries when deciding between adaptive and responsive insurance website design. Responsive designs perform better for content heavy websites. But, a well-designed adaptive website will outperform responsive designs in form submissions. </p>
<p> </p>
<p>
<strong>Methodology</strong></p>
<p>
We derived the results of this study through analysis of more than 4.4 million unique visitor entrances in 2016 to more than 4,200 North American insurance agency websites. We only considered entrances to the default home page for this study. This represents 67 percent of total entrances to participating insurance agency websites. We excluded visitors of adaptive mobile websites using non-mobile browsers from the dataset. The study required visitors to submit a quote, customer service or contact form to be counted as a goal completion. Measurement tools include internal tracking for form submissions, Google Analytics for load timings and visitor tracking, and Crazy Egg for heat map tracking.</p>
<p> </p>
<p>
<em>The Insurance Website Builder platform supports both adaptive and responsive designs. We optimize both experiences to maximize your return on your website investment. <a href="https://www.getitc.com/products/websites/consultation/?utm_source=marketingblog&utm_campaign=LR030117&utm_medium=GetITC">Request a free consultation</a>, and learn what design works best for you. </em></p>urn:uuid:110510 Fresh Content Ideas for March - Agency Marketing BlogThese 10 content ideas are sure to freshen up your agency marketing for March. 2017-02-27T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/March.jpg" alt="10 content ideas for March" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />For many independent insurance agents, busy season is upon you. It is a bit more difficult to stay on top of your agency marketing efforts this time of year, but that’s okay. <br />
<br />
We have 10 solid content ideas for your insurance agency. Some are seasonal, and some are appropriate <a href="https://www.getitc.com/blog/marketing/2016/08/24/how-to-use-evergreen-blogging-to-grow-your-insurance-website#.WLB5tG8rJhE">throughout the year</a>. Use them for your blog, newsletter, social media, or wherever applicable. We’ll see you back here next month <a href="https://www.getitc.com/blog/tag/10%20ideas/">for more ideas</a>. <br />
<br />
<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Refresh Your Online Presence </h2>
It’s time for some digital spring cleaning. Is your <a href="https://www.getitc.com/blog/marketing/2015/05/04/easy-tweaks-to-freshen-up-your-website#.WLB5Mm8rJhE">website outdated</a>? If it’s been a few years, it may be time to refresh your homepage at least. What about your newsletter? Try out a new template this month. Don’t forget about social media, either. It takes two minutes to switch out your profile picture and cover photo. <br />
<br />
<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Spring Sports Safety</h2>
Baseball, softball, soccer, and golf are officially in season. Research safety tips for these popular spring sports. Look to medical and sports league websites for guidelines. This type of post is a great resource your customers can reference year after year. <br />
<br />
<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Daylight Savings – March 12th </h2>
Yes, it’s already time to reset our clocks again. Remind your customers on social media. Who knows, you may keep them from missing an appointment the next day!<br />
<br />
<h2>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Landslides</h2>
If your agency serves an area that is prone to heavy rain and mudslides, write about it. This environmental threat can cause serious damage. As spring continues, heavy rainfall can increase risk to homeowners. Include a section about landslides in your March newsletter. <br />
<br />
<h2>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Vacation Home Insurance</h2>
Does your insurance agency serve many customers with vacation properties? Think about writing content for them. Include it on the homeowners page of your insurance website, or <a href="https://www.getitc.com/blog/marketing/2017/02/20/internal-links-yes-they-really-are-important#.WLB5-G8rJhE">link to it</a>. <br />
<br />
<h2>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>St. Patrick’s Day – March 17th </h2>
You’d better be wearing green on March 17th. Commemorate this holiday by wearing your favorite green garment. Or, take your agency out to lunch at a nearby pub. Don’t forget to celebrate on social media too!<br />
<br />
<h2>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Spring Break Safety</h2>
It seems like at least once per year, someone’s child is seriously injured during spring break. It’s difficult to mitigate risky behavior in young adults. Still, try offering up some proactive safety advice. For example, using the buddy system, or regular check-ins with the main group. <br />
<br />
<h2>8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Change Your Password </h2>
I don’t know when you’re reading this, but I’ll bet it’s time to change your password. The same likely goes for your customers, too. With the prevalence of cyber threats, they could be vulnerable. <a href="https://www.getitc.com/blog/management/2016/11/15/better-passwords-the-first-step-in-securing-your-data#.WLBuGW8rJhE">Start with this blog post</a> for some of our best strong password tips. <br />
<br />
<h2>9.<span class="Apple-tab-span" style="white-space: pre;"> </span>Spring Equinox – March 20th </h2>
It’s <em>officially</em> spring, now. Plant a tree, or go on a group walk your agency. If you don’t have time, post a picture of springtime on your Facebook page. Here in Texas, bluebonnets would do the trick. <br />
<br />
<h2>10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Top Tunes Playlist</h2>
Here’s a fun one that will let your customers get to know you a little better. Do you listen to music at work? Or have a few standbys that always get you pumped up for the day? Share a few of your top songs with your readers. Ask them to share their own. <br />
<div> </div>urn:uuid:1103How Branding Impacts Your Insurance Website’s Visibility - Agency Marketing BlogYour insurance website's branding may be an indirect ranking factor for search engines to consider.2017-02-22T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/Brand.jpg" class="img-responsive" alt="branding loudspeaker" style="width: 300px; height: 225px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />When you think about <a href="https://www.getitc.com/blog/tag/seo/">search engine optimization</a> (SEO), what first comes to mind?<br />
<br />
You’ll likely associate it with keywords, content and links.<br />
<br />
You’re not wrong. These are key components that help your <a href="https://www.getitc.com/!/insurance-website">insurance website</a> appear in search results.<br />
<br />
But what about your agency branding? Does that impact search visibility?<br />
<br />
Yes…and no.<br />
<br />
I’ll explain.<br />
<br />
<h2>Direct vs. Indirect Factors</h2>
Search engines analyze many factors when they return results for a search. Google alone has 200 different factors. These range from the quality of a website’s content to its timeliness. <br />
<br />
Some factors matter more than others. Plus, search engines don’t use all factors for every search. <br />
<br />
Is the power of a company’s brand something search engines consider in this process? Not exactly.<br />
<br />
Branding does not appear to be a <a href="https://www.getitc.com/blog/marketing/2016/12/05/the-most-important-seo-ranking-factors#.WKykK28rKUk">direct ranking factor</a> for major search engines. But, it’s an <em>indirect</em> SEO factor you should take note of.<br />
<br />
Why? Well, search engines are looking to please consumers. <a href="https://contently.com/strategist/2015/07/23/study-brand-content-drives-massive-brand-lift/">Studies also show consumers have a strong sense of brand affinity</a>. <br />
<br />
In fact, users often spend considerable time on websites with a strong brand identity. Since user engagement <em>is</em> a direct ranking factor, websites with powerful branding will often rank highly.<br />
<h2>How This Impacts You</h2>
Now, I realize this revelation might be disheartening. There are some massive brands in the insurance industry, such as GEICO and Allstate. Competing with them might feel like playing basketball against someone twice your size.<br />
<br />
But now’s no time for indigestion. You can still use branding to boost your search visibility.<br />
Here’s how.<br />
<h3>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Nail Your Brand Messaging</h3>
<br />
Ancient Chinese general <a href="http://www.forbes.com/sites/ericjackson/2014/05/23/sun-tzus-33-best-pieces-of-leadership-advice/#42e7fe413496">Sun Tzu</a> once said, “Tactics without strategy is the noise before defeat.” If you’re going to build <a href="https://www.getitc.com/blog/marketing/2016/05/16/the-secrets-of-branding#.WKylNW8rKUk">a strong online brand</a>, you need a strategic foundation. <br />
<br />
Take some time to determine your agency’s value proposition, and turn it into a mission statement.<br />
<br />
Next, consider integrating consistent messaging throughout your marketing. Establish a consistent brand voice on your website. <br />
<br />
But don’t stop there. As Becky Schroeder, ITC’s Vice President of Marketing <a href="https://www.getitc.com/blog/marketing/2015/08/05/what-is-marketing-and-why-does-it-matter#.WKItdlUrKHs">states</a>, “Marketing is the way you answer the phone and the emails you send to clients regarding your policies.” Your brand messaging should be consistent across all marketing touchpoints. <br />
<br />
This will help your agency resonate with consumers. Websites that resonate with consumers often see search visibility gains.<br />
<h3>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Keep Your Images Sharp</h3>
When you think of McDonalds, what comes to mind? Those golden arches on a red background, of course. <br />
<br />
The fast food giant understands the importance of a well-cultivated image strategy. Look at how consistent their logo is on their <a href="https://www.mcdonalds.com/us/en-us.html" target="_blank">website</a>, <a href="https://www.facebook.com/McDonaldsUS/">Facebook page</a> and <a href="https://twitter.com/McDonalds">Twitter feed</a>.<br />
<br />
You don’t have to be McDonalds — or State Farm— to strike a chord amongst consumers. But, you should have a distinctive logo for your brand. <br />
<br />
Add that logo to your website, emails, social media channels, signage and collateral. Make sure the logo is the right size and shape for each channel, and that any cover images match.<br />
<br />
The search engines aren’t scoring your image consistency. But consumers are. Many will leave a site that has <a href="https://www.getitc.com/blog/marketing/2017/02/16/masters-of-marketing-a-thousand-words-using-photos-on-your-insurance-website#.WKynw28rKUk">sloppy logos and graphics</a>.
<h3>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Make Your Website Inviting</h3>
<p>
<br />
Which insurance website looks better? <br />
<br />
This?</p>
<p><img src="/images/blog/DylanBrooksBlogs/InsuranceWebsite1.jpg" alt="insurance website screenshot" style="width: 450px; height: 530px; vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /></p>
<p>Or this?</p>
<p><img src="/images/blog/DylanBrooksBlogs/InsuranceWebsite2.jpg" alt="insurance website screenshot" style="width: 450px; height: 565px; vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /></p>
<p>Formatting matters, especially in a mobile-first world. For example, consumers despise websites with large blocks of content. It’s hard to skim and navigate. <br />
<br />
Large buttons are also easier to tap on a mobile device. Big icons are fast indicators for lines of business. These visual cues can easily match your agency’s branding. And, they’re user-friendly, something Google rewards.<br />
<br />
Try to incorporate your branding throughout your website design. This will make it easier for consumers to read your content, regardless of the device they’re on. And, that content itself can still help your website rank in search results. It’s a win-win.</p>
<h3>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Optimize for Your Brand</h3>
<p>
<br />
Putting together a good-looking website with a sharp logo won’t send you to the top of the search results alone. <br />
<br />
You’ll still need to include target keywords, add relevant content and earn quality backlinks. But if you incorporate your branding into this process, you can double your chance of success.<br />
<br />
By optimizing your website for both keywords and your brand message, you can make your content stand out. <br />
<br />
As a result, your website could show up on the first page for searches related to your branding and for important business-related terms. This scenario could grow your traffic and your business.</p>
<p> </p>
<p>
It might not be a direct ranking factor. But when it comes to search visibility, your website’s branding is not optional. It’s essential.<br />
<br />
<em>Need help with your branding? <a href="https://www.getitc.com/solutions/agency-marketing/search-engine-optimization/?utm_source=MarketingBlog&utm_campaign=0221DB&utm_medium=GetITC">ITC is here for you</a>. We offer everything from website design to managed SEO services. </em></p>
<div> </div>urn:uuid:11025 Myths That Are Holding Your Agency Back - Agency Management BlogDon't let these common beliefs keep you from competing in today's market.2017-02-21T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/TheModernAgency/ball-chain.jpg" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" alt="Don't get held back by these myths" />To stay on top of what’s happening in the industry, I read a lot. Trade publications, industry forums, social media, article comments, various newsletters. <br />
<br />
I often come away from this time with two thoughts. First, there is a lot of passion for this industry. So many people have found purpose in what the general public considers to be a boring business. But, there are also some commonly held beliefs that are concerning. <br />
<br />
I see agents who are either refusing to see what’s happening with consumers and in the industry. Or, they see it but believe it won’t have any effect on them or their business.<br />
<br />
These myths can hold you back. They can keep you from making the changes necessary to compete in today’s market. It’s time to bust these five common myths.<br />
<br />
<strong>1. Insurtech will replace the independent agent. </strong><br />
<br />
Change is happening in this industry. Consumers are demanding a transparent, easy experience. And, <a href="https://www.getitc.com/blog/management/2016/10/18/the-insurtech-revolution-why-optimism-isnt-enough">insurtech startups are lining up</a> to fill the gap that currently exists.<br />
<br />
Insurance agencies are not travel agencies. Insurance is a more complicated purchase than booking a flight or hotel. <br />
<br />
So, will we see insurtech replace the independent agent channel? No, we won’t. But, that doesn’t mean these startups won’t have an impact on the industry.<br />
<br />
But, it’s not just insurtech that is affecting us. The on-demand economy is expanding into insurance. Always connected consumers used to Amazon, Netflix and Uber want the same ease of use from us.</p>
<p> </p>
<blockquote data-lang="en" class="twitter-tweet">
<p dir="ltr" lang="en">Just subscribed to <a href="https://twitter.com/Lemonade_Inc">@Lemonade_Inc</a> for my renter's insurance. The process was fast $ easy + the app and branding are just amazing. Good job!</p>
— Florent Ferere (@florentferere) <a href="https://twitter.com/florentferere/status/832278699584155648">February 16, 2017</a></blockquote>
<p>
Will every consumer want to use an app to buy insurance? No. Which is why insurtech will not replace independent agents. But, this is the effect insurtech and other technology companies will have on the industry.<br />
<strong></strong></p>
<p><strong><br />
2. I don’t need to change.</strong><br />
<br />
Planning to retire or sell your agency in the next year or so? You probably don’t need to worry about changing your strategy or operations. <br />
<br />
But, if you want to not only be around but also grow, you need to take a hard look at your agency. <br />
<br />
Are you <a href="https://www.getitc.com/blog/management/2016/07/19/why-you-need-to-make-it-easy-for-consumers">making it easy for consumers to buy from you</a>? What holes in your processes, <a href="https://www.getitc.com/blog/management/2016/08/16/are-you-fully-using-the-insurance-agency-software-you-have">technology</a>, operations do you need to fix?<br />
<br />
Consumers are different in 2017 than they were in 2007. Through our smartphones we can order just about anything we want or need without any hassle. Our customer service needs can be solved via chat, email or social media. We no longer have to call and talk to a person. </p>
<blockquote data-lang="en" data-cards="hidden" class="twitter-tweet">
<p dir="ltr" lang="en">Digital Age Problem Resolution:<br />
<br />
Bad experience at noon, tweet at 12:30, resolution at 1:30. No call, emails or arguments.<br />
<br />
Thx <a href="https://twitter.com/Uber">@Uber</a> <a href="https://twitter.com/hashtag/CX?src=hash">#CX</a> <a href="https://t.co/8SIFB52srR">pic.twitter.com/8SIFB52srR</a></p>
— Jim Marous (@JimMarous) <a href="https://twitter.com/JimMarous/status/829430023434051585">February 8, 2017</a></blockquote>
<p>
If you don’t adapt to what consumers want, you will lose clients. Now is not the time for “But that’s the way we’ve always done it.”</p>
<p>
<strong>3. Millennials are fresh out of college without much to insure and are price conscious and not loyal consumers.</strong><br />
<br />
When you talk about a generation, remember that you’re talking about a large age range of the population. Millennials range from 22 to 36. So they are not all fresh out of college, living at home and just starting out in their careers. Some have been working for 10 or more years.<br />
<br />
At the older end of the generation, I have two cars and a house to insure. Plus, we have life insurance policies. I’m an ideal client for my insurance agent. <br />
<br />
Even those Millennials who are younger can still make great clients for your agency. If your agency offers different lines of business, selling an auto only policy to a Millennial is a great way to get your foot in the door. That Millennial may not have much to insure at first. But, you’ll have an opportunity to round out the account in the future.<br />
<br />
Plus, it’s not just Millennials who are price conscious. The promise to save 15 percent or more can sway consumers in general. Wanting to save money is not limited to the younger generations. So how do you compete?<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2012/10/15/selling-value-insurance-with-price-based-marketing">Market on price; sell on value.</a> When you sell on value, you don’t just have a new client. You build trust and loyalty. <br />
<br />
Millennials are the same as your older clients. They want advice and guidance on what's best for them. The difference between Millennials and older generations is how they communicate. (Even that gap is shrinking as more people become comfortable with and used to technology.) <br />
<br />
Instead of calling you or stopping by your office, they want to do everything on your website or via email. Meet them where they are, and you'll have a new generation of clients.</p>
<p>
<strong>4. I get all my leads via referrals so I don’t need to market my agency.</strong><br />
<br />
Don’t get me wrong. Referrals are a great source of leads. Referred leads trust you because the referrer trusts you. Therefore, they’re more likely to close and become a client.<br />
<br />
Asking for and working referrals is smart business. But, relying on referrals as the only source of your agency’s leads is a mistake. <br />
<br />
What do you do when referrals slow down? Or, worse, you go a few months without any referrals?<br />
<br />
You need to have a range of lead sources. So, when one slows down your sales pipeline stays full because you’ve got other sources.<br />
<br />
This is when an <a href="https://www.getitc.com/blog/marketing/2013/03/25/how-to-create-an-insurance-agency-marketing-plan">agency marketing plan</a> can help. Using a mix of offline and online marketing can help you diversify your lead sources.</p>
<p>
<strong>5. CE is the only ongoing training needed. </strong><br />
<br />
Just because you have received your license doesn’t mean your education is complete. CE is the box you have to check to maintain your license, but learning doesn’t stop there.<br />
<br />
If you’re not continuing to seek opportunities to learn and improve, you will miss out on critical knowledge and opportunities for agency growth and success.</p>
<blockquote style="color:49a942; margin: 20px; width:95%; display: block; font-size:24px; font-sytle: italic; text-align: center;">If you’re not looking forward, you’re going to get left behind.</blockquote>
<br />
There are events dedicated to bringing you information on topics you won’t find in a CE course but are important to your future. Topics like insurtech, marketing, sales and operations.<br />
<br />
I know it can be hard to take the time away to go to a conference. But, I promise you it is one of the best investments you can make in the future of your agency.<br />
<br />
<br />
Don’t let these myths hold you back. Lead; don’t follow. Start working ON your business instead of IN it. Find resources that will help you take your agency to the next level.<br />
<br />
<em>The <a href="https://www.getitc.com/blog/tag/modern_agency/">Modern Agency</a> monthly blog series discusses various topics related to the success and growth of independent insurance agencies in the modern market.</em>urn:uuid:1101Internal Links: Yes, They Really Are Important - Agency Marketing BlogInternal links are often overlooked in favor of backlinks, but they deserve your attention. 2017-02-20T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/StephanieEwenBlogs/GettyImages-505637163.jpg" alt="hand-touching-glowing-tablet" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />If your agency has had an <a href="https://www.getitc.com/!/insurance-website">insurance website</a> for any length of time, you’ve learned your website needs links. If you want your agency website to be visible online, links are the path to high rankings. Links are central to a good SEO strategy.<br />
<br />
Most of the time, SEO professionals are referring to <a href="https://www.getitc.com/blog/tag/backlinks/">backlinks</a>. Backlinks form when other websites link back to your site. They are also an important ranking factor for search engines.<br />
<br />
But, there is another type of link that is important to SEO. <br />
<br />
<h2>What Are Internal Links?</h2>
<br />
Internal links are simply links within your website. They point at, or make a connection from, one web page to another. <br />
<br />
For example, I’ll be on your website reading about home insurance. On that page, there are also links to blog posts about home insurance. It’s worthwhile to note I was on your website to learn about home insurance coverage. Then, I was naturally led to one of your blog posts. Because of internal links, I stay on your website longer.<br />
<br />
Internal links are useful because they allow users to navigate your website. Your website’s navigation menu is your main source of internal links. They also help categorize your information. <br />
<br />
<h2>Why Are They Important for SEO?</h2>
<br />
Internal links also help to spread ranking power throughout your website. <br />
<br />
Search engines place each page of your website in their index. They do this with a computer function called a <em>spider</em>. <br />
<br />
These spiders need to have access to a c<em>rawlable link structure</em> to find every page of your website. In other words, the spiders need to be able to browse (or crawl) pathways throughout your website.<br />
<br />
See the below image of an optimal website structure. This structure provides the web crawlers easy access to each of your pages. <br />
<br />
<img src="/images/blog/StephanieEwenBlogs/TreeChart.png" alt="tree-chart" style="width: 400px; height: 251px; vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /><br />
<br />
The largest dot is your homepage. The next level are pages like <em>About Us</em> and <em>Blog</em>. You’ll see this on Amazon, for example, in the way they use categories and subcategories.<br />
<br />
<h2>Be Careful!</h2>
<br />
Now, before you get excited, remember too much of a good thing can be bad. It is wise to limit the number of links on any given page or you risk losing the ability to have more pages crawled. <a href="http://searchengineland.com/google-explains-crawl-budget-means-webmasters-267597">Here is a great article</a> that explains crawl budget. <br />
<br />
Also, keep in mind your website’s search box. Spiders will not attempt to perform searches within your website to find content. So, anything that is only found through a search of your website will be invisible to search engines.<br />
<br />
<h2>To Summarize</h2>
<br />
Internal links strengthen the search-optimized value of your website. They also provide a clear path for spiders to crawl your website and access your content. <br />
<br />
Not only that, it will help visitors to your website find your content and stay on your site longer. <br />
<br />
Now, your agency has a bigger chance at winning more customers. <br />
<div> </div>urn:uuid:1100Masters of Marketing - A Thousand Words: Using Photos on Your Insurance Website - Agency Marketing BlogWebsite Coordinator Matt Farrell discusses how to use impactful photos on your insurance website in order to draw in prospects and customers. 2017-02-16T13:00:00Z2024-03-19T05:52:04Z<p>In the February 2017 edition of <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&utm_campaign=0216MF&utm_medium=GetITC" target="_blank">Masters of Marketing</a>, Website Coordinator Matt Farrell discussed the importance of choosing the right images for your insurance website. </p>
<p>Although it's tempting to just pick what looks good, agents need to keep quality, relevance and branding in mind when selecting photos. After all, a picture is worth a thousand words.</p>
<p>Watch a recording of the presentation <a href="https://attendee.gotowebinar.com/recording/1197187123970153985">here </a>or view the slides below.
</p>
<p> <iframe src="//www.slideshare.net/slideshow/embed_code/key/F1c9YgvWwZCo8z" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;"> </iframe>
</p>
<div style="margin-bottom:5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/a-thousand-words-using-photos-on-your-insurance-website" title="A Thousand Words: Using Photos on Your Insurance Website" target="_blank">A Thousand Words: Using Photos on Your Insurance Website</a> </strong> from <strong><a target="_blank" href="//www.slideshare.net/InsTechCorp">Insurance Technologies Corporation (ITC)</a></strong></div>
<p style="margin-bottom:5px;"><strong> </strong> </p>
<a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&amp;utm_campaign=0216MF&amp;utm_medium=GetITC">Join us</a> for the next Masters of Marketing on Thursday, March 16! AgencyBuzz Coordinator Malika James will present <em>Mastering the Promotional Email to Increase ROI</em>.urn:uuid:1098What's in Release 6.0.39.21 of InsurancePro - Agency Management BlogThese are the changes in the latest release of ITC’s agency management system InsurancePro.2017-02-16T06:00:00Z2024-03-19T05:52:04Z<p>These are the enhancements that are included in the latest release of agency management system InsurancePro (Release 6.0.39.21).</p>
<p> </p>
<ul class="ulstyle-bullets">
<li>Added masking for Social Security and driver's license numbers</li>
<li>Added the ability to have location administrators</li>
<li>Added TLS option for email that use this type of encryption</li>
<li>Added tracking of the user and computer who uploaded files under <em>Scans & Document</em> and <em>Forms & Letters</em></li>
<li>Corrected an issue when opening some saved forms</li>
<li>Corrected an issue when looking up a customer by phone number</li>
<li>Corrected an issue with files getting stuck in the file transfer queue</li>
</ul>urn:uuid:1097404: Blog Entry Not Found - Agency Marketing Blog404 error messages can happen to any insurance website. Here’s what you can do. 2017-02-15T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/MattBlogs/404.jpg" alt="404 error message" style="width: 300px; height: 225px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Picture this: A customer is on the side of the road after a car wreck. They log into your agency website from their mobile device. They navigate to the claims portal and tap their carrier of choice. A message pops up. <br />
<br />
404: Page not found. <br />
<br />
You’ve seen this error message before online. It appears because whatever you’re looking for moved or changed. Isn’t it annoying? <br />
<br />
In the case of an <a href="https://www.getitc.com/!/insurance-website?utm_source=MarketingBlog&utm_campaign=021417MF&utm_medium=GetITC">insurance agent’s website</a>, it’s a good way to lose a customer. In the example above, that customer will wonder if they can trust your website in the case of a future accident.<br />
<br />
So, how do 404s happen, and how can you fix them? Take a look below to find out.<br />
<br />
<h2>Carriers Change Their Website Structure</h2>
<p>
<br />
It’s your responsibility to stay on top of the links on your website. That includes links on your carrier related pages. You could have a payment page or a claims page with carrier links. <br />
<br />
Unfortunately, these links can break after a carrier changes something on its end.<br />
<br />
For example, carriers may change website hosts. This can result in minor changes in URL structure, such as replacing a dash with an underscore. These changes can prevent the link on your website from working.<br />
<br />
Another common cause for broken carrier links is mergers. Take Allied, for instance. They merged with Nationwide. Now, the login page you access from the Allied home page says <a href="www.nationwide.com">www.nationwide.com</a>.</p>
<p>
In these cases, there is a grace period where the old URL will forward to the new one. Keep an eye out for <a href="https://www.nationwide.com/allied-harleysville-become-nationwide.jsp?_ga=1.25770429.1439277388.1486480728">news and press releases</a> that signal the impending change.<br />
<br />
</p>
<h2>Updating Your Content Can Lead to Broken Links</h2>
<br />
<a href="https://www.getitc.com/blog/marketing/2016/12/05/the-most-important-seo-ranking-factors#.WKN6dG8rKUk">Adding links</a> to your website is good for SEO. But, any small typo can break a link. Copy and paste is your friend in these cases. If you are typing the URL out, be careful not to miss a character. <br />
<br />
If you decide to reorganize some pages on your website, that could break links too. If you delete an old blog post, make sure it’s not linked from elsewhere on your website. <br />
<br />
Links can also lead to forms on your insurance website. But, what if you stop selling a line of business and turn off that form? The link won’t go away, but if the form is turned off, it will no longer be accessible. If someone clicks on the link, they’ll be greeted with a 404.<br />
<br />
Always remember to update any hyperlinks if you update your content and forms. <br />
<br />
<h2>Broken Links Can Break Pictures Too</h2>
<p>
<br />
A close cousin of the 404 error page is the broken image link. Broken image links are more obvious to website visitors than regular broken links. <br />
<br />
Broken images also show you don’t care about maintaining your website. That is even worse than a 404, in my humble opinion.<br />
<br />
Here’s what you need to remember: Any time you move an image in your image library, you have to change the file path on your website link. <br />
<br />
For example, you could move an image to a new folder in your Insurance Website Builder photo library. That will break the image link because the location of the image file, or the path, changed. <br />
<br />
To fix the broken image link, you must update the image path through the<em> Site Content Editor.</em> <br />
</p>
<p> </p>
<p>
In most cases, a little attention to detail can prevent most broken links on websites. It wouldn’t hurt to go through your website periodically. Click around to make sure everything is working as it should. </p>
<p>
<em>Do you have any questions or comments? Leave us know below!</em></p>
<div> </div>urn:uuid:1095Top 5 Keys to a Successful Infographic - Agency Marketing BlogWeb design experts know these five key aspects to designing compelling infographics. 2017-02-13T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/TinoIzuoraBlogs/infographic.jpg" alt="infographic text" style="width: 300px; height: 199px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" />An <a href="https://www.getitc.com/blog/tag/infographic/">infographic </a>is a great way to position your <a href="https://www.getitc.com/!/insurance-agency-website">insurance agency website</a> as a thought leader. Infographics are fun, visually interesting ways to present data about your agency. They can communicate statistics in a colorful and engaging way. Infographics are also easy to share on social networks and blogs. <br />
<br />
You may wonder how to even get started. It can be tough to strike the right balance between fun and informative. Below, I’ve listed the top five keys to your next successful infographic.<br />
<br />
<h2>Keep the Target Audience in Mind</h2>
<p> </p>
There’s one major mistake made by first-timers. They try to create something that could be popular with a broad audience. They don’t create an infographic that’s relevant to any particular group.<br />
<br />
Knowing your audience allows you to dial in and fine-tune any <a href="https://www.getitc.com/blog/tag/sales/">selling points</a> you wish to make. Infographics that gain traction usually meet the specific needs of your target audience. Once they gain traction, they can even go viral online. <br />
<br />
<h2>Keep it Simple</h2>
<p> </p>
Infographics can simplify advanced ideas into something easy to understand. That is, until you try to overcomplicate them with too much information.<br />
<br />
Try to keep your infographic as concise as possible. Remove irrelevant design elements and information. When in doubt, take it out. <br />
<br />
<h2>Keep it Focused</h2>
<p> </p>
Focusing on a single topic. An infographic might seem like a hodgepodge of facts. But, the real secret to success is keeping your data points focused. <br />
<br />
Pick a topic and stick with it throughout. Make sure all your statistics and imagery correlate with your topic.<br />
<br />
<h2>Keep it Visual</h2>
<p> </p>
You don’t want to go into graphic overload. But, you don’t want to present dry information without any imagery to back it up. The best infographics have a good ratio of visual information to written information. <br />
<br />
Take it one step further. Visually represent written information. Play with fonts, colors, positioning of elements, and white space. You could <a href="https://www.getitc.com/blog/tag/design/">design </a>written information in a way that’s more visual by nature.<br />
<br />
<h2>Keep it Manageable </h2>
<p> </p>
<p>
You can hit all the above marks but still make the infographic itself too large. Here’s why this is a problem.<br />
<br />
Infographics need to be big to be readable. But, if they are too big, you risk losing the attention of your audience. You cannot rely on the reader’s attention span.<br />
<br />
If the infographic is too big, they may lose interest. Also, big infographics take longer to load. Your goal is to capture the reader’s attention at once. Then, keep them invested within the first seconds of them viewing your infographic. </p>
<p> </p>
<p >
For successful infographic, keep it simple, focused, visual, and manageable with your target audience in mind. Make sure you keep these tips in mind when it comes to creating your next infographic.</p>
<div> </div>urn:uuid:1096ACORD Forms Update (January 2017) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in January 2017.2017-02-09T09:00:00Z2024-03-19T05:52:04Z<p><span itemprop="articleBody">We've updated the below ACORD forms for users of our agency management system InsurancePro.</span></p>
<p> </p>
<h2 class="subtitle">Forms with New Revision Date</h2>
<p>
<br />
64 DC 2017/02 replaces 2013/10 - District of Columbia Property Insurance Facility for Basic Property Inspection and Insurance Program</p>
<p>64 MD 2017/02 replaces 2013/10 - Maryland Property Insurance Availability Program, Essential Property Insurance Inspection and Placement</p>
<p>65 MD 2017/02 replaces 2013/10 - Maryland Property Insurance Availability Program Essential Homeowners Insurance Inspection and Placement</p>
<p>66 DC 2017/02 replaces 2013/10 - District of Columbia Property Insurance Facility, Essential Homeowners Insurance Inspection and Placement</p>
<p>66 MD 2017/02 replaces 2013/10 - Maryland Property Insurance Availability Program, Essential Homeowners Insurance Inspection and Placement, Application to Joint Insurance Association - page 2</p>
<p>67 DC 2017/02 replaces 2013/10 - District of Columbia Property Insurance Facility, Essential Homeowners Insurance Inspection and Placement, Application to District of Columbia Property Insurance Facility - page 2<br />
<br />
</p>
<h2 class="subtitle">Corrections or Modifications to Existing Forms</h2>
<p>
<br />
832 2016/03 - Miscellaneous E&O Section</p>
<p>832 AR 2016/03 - Arkansas Miscellaneous E&O Section</p>
<p>832 MN 2016/03 - Minnesota Miscellaneous E&O Section</p>
<p>832 MT 2016/03 - Montana Miscellaneous E&O Section</p>
<p>127 2015/12 - Business Auto Section</p>
<p>128 2015/12 - Garage and Dealers Section</p>
<p>132 2015/12 - Truckers/Motor Carriers Section
</p>urn:uuid:1093Overworked & Underappreciated: Making Use of Your Website - Agency Marketing BlogTry treating your website as an employee, and reap the rewards.2017-02-08T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/KirstenThortonBlogs/ManWithExplodingComputer.jpg" alt="Man with exploding computer" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Let’s imagine for a second your <a href="https://www.getitc.com/!/insurance-website?utm_source=GetITC&utm_campaign=020817KS&utm_medium=MarketingBlog">insurance website</a> is an employee, not a hunk of technology. <br />
<br />
As an employee, it deserves to function to the best of its ability. And, as your needs change over time, its role can change too. <br />
<br />
Make sure you’re not ignoring your website’s strengths and weaknesses in relation to your agency’s needs. Here’s how. <br />
<br />
<h2>Woulda, Coulda, Shoulda </h2>
<br />
We expect a lot from our devices and the digital world. Do you have similar expectations from your agency website? Your target audience might. <br />
<br />
With a bit of observation, you can learn what your customers need. They may need a website that guides them every step of the way, with everything automated. Or, they only need a place to land before relaying their needs to an actual person. <br />
<br />
Once you know your target audience and their needs, set expectations for your website. Implement necessary changes. <br />
<br />
I recommend a balanced approach for your customers. Technology can be quite helpful in a supplemental manner. <br />
<br />
Make sure you’re not losing potential customers by relying only on what technology can do. But, don’t be quick to dismiss your website as an effective tool before you asses its best role for your business. <br />
<br />
Websites are not one-size-fits-all. Websites can also enjoy nurturing and development, like a good employee. Appreciate it for all its possibilities. <br />
<br />
<h2>Numbers Don’t Lie</h2>
<br />
For a baseline, check your website’s analytics. See what’s popular and how the traffic is. Go through this <a href="https://www.getitc.com/blog/marketing/2015/11/11/year-end-insurance-website-wind-down">website checklist</a>. <br />
<br />
After looking over the data, you should be able to tell what’s working and what you can improve. Use these numbers to inform your decisions moving forward. <br />
<br />
For example, there are endless combinations of widgets, forms and plugins for websites. Now’s a good time to test something new. Don’t continue to do the same thing expecting a different result. <br />
<br />
Equip your website for success and continue to track the metrics. Like skills on a résumé, your website needs the right tools to accommodate your business and customers.<br />
<br />
<h2>Simple Solutions to Keep in Mind</h2>
<br />
With websites and their infinite possibilities, it can be hard to pick one direction to go. When in doubt, keep it simple. <br />
<br />
If you have links, forms and content that aren’t gaining traction, try switching to one general form. Use a more simple call to action. <br />
<br />
If you have a particular page of your website that’s popular, build on that. If you have little to no traffic, try <a href="https://www.getitc.com/blog/marketing/2017/01/19/masters-of-marketing-blogging-step-by-step#.WJpFwlMrJhE">blogging </a>or other <a href="https://www.getitc.com/blog/tag/marketing/">marketing tools</a>. <br />
<br />
<h2>A Marathon, Not a Sprint</h2>
<br />
As with most worthwhile things, success takes time. Don’t give up on your website if you’re not getting the results you want. Don’t ask what your website can do for you, see what you can do better as well. <br />
<br />
Don’t sit back and expect your website to do all the work. Take the time to figure out what you and your customers need out of a website. Be willing to put in the effort to develop it as a tool that not only works for you, but with you.urn:uuid:1092Operation Agency Success: Stop Blogging, Tweeting and Sharing - ITC VideosITC President Laird Rixford explains why you should stop blogging, tweeting and sharing.2017-02-07T09:00:00Z2024-03-19T05:52:04Z<img alt="" style="display:none;" src="/images/blog/oas/stop-blog-laird-rixford.jpg" /><iframe style="margin-top:8px;" src="https://player.vimeo.com/video/202838199?color=ff9933&autoplay=1" width="654" height="368" frameborder="0"><noframes><img alt="" src="/images/blog/oas/stop-blog-laird-rixford.jpg"></noframes></iframe>
<p> </p>
<p>ITC President <a href="https://www.linkedin.com/in/lairdrixford" target="_blank">Laird Rixford</a> talks about how to be smart about what you share and put the social back in social media.</p>
<p> </p>
<h2 class="subtitle">Related Articles</h2>
<p><a href="https://www.getitc.com/blog/marketing/2016/05/11/your-social-media-game-plan-in-3-easy-steps">Your Social Media Game Plan in 3 Easy Steps</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2015/10/07/the-3-daily-social-media-tasks-you-shouldnt-forget">The 3 Daily Social Media Tasks You Shouldn't Forget</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2015/08/12/lets-get-visual-using-images-to-engage-your-audience">Let's Get Visual: Using Images to Engage Your Audience</a></p>
<h2 class="subtitle"> </h2>
<h2 class="subtitle">Video Transcript</h2>
<p>Seriously, stop. Stop blogging, stop tweeting, stop sharing. I'm tired of it. Just kidding. <br />
<br />
No, you should not stop blogging, tweeting, and doing any of that, but one of the things you can do is start being smart about how you are on social media. The first thing is I want you to say something. A lot of times people just get stuck in a rut where they post an inspirational quote of the day. <br />
<br />
I can go find thousands of those and post two or three a day. Instead, say something that people care about. Unless that inspirational quote defines your life, don't put it out there. Talk about your day, talk about things that are going on, talk about things going on in your agency or in the industry itself.<br />
<br />
When you are real on social media, you'll get noticed. That getting noticed is key to transforming your agency's presence on social media because it lets consumers know that there is a real person behind your agency. There's a real person doing all these tweets and all of these posts and shares. It's the personality of your agency that comes out whenever you are being yourself.<br />
<br />
The next thing that you should not do is just retweet all the time, just sharing all the time, because that just shows that you're a bot, that you're just never contributing to the conversation, and I'm asking you to contribute to the conversation. <br />
<br />
You should also not automatically tweet or post on Facebook based upon RSS or news feeds. The reason why? Someday they're going post a story on that news feed that's about one of your competitors and it's going to show up on your news feed, and that's something you don't want.<br />
<br />
I want you to remember the social part of social media. It's otherwise known as social networking, and that's what you're doing as you are networking with people. And, if you went out into the real world and you always talked about you and you never shared anything of interest, then people would stop talking to you. <br />
<br />
Agencies are made of people, and we're here serving people. This is the social side of insurance, is that we're all working together. So you need to put the personality of your agency front and center. Post pictures, post things that make you happy, talk about your hobbies, talk about what your employees are doing at your agency and how that's fun, because this is all about adding a personality to your agency. <br />
<br />
Whenever they can't see you day in and day out, they see you through social media, and if that conversation that you have with them on social media is personable and fun, they're gonna come back to it day in and day out.<br />
<br />
Finally, I want you to understand the platform that you're working on. For example, Twitter's a little bit of a microblogging news feed service. It's a way for people to get quick and easy news and little soundbites about your agency. It's also a channel for listening to your consumers, because if they're ever going to have a problem, they're most likely gonna say it on Twitter first.<br />
<br />
Facebook, that's your personable, fun side of your agency. That's where you post a lot of pictures, share funny stories, ask silly questions of the day. These are all things that you would do on Facebook.<br />
<br />
And then you have Linkedin. Are you going to do polls on Linkedin or are you going to post funny stories on Linkedin? No, you're going to talk about the professional side of your agency, and that is the power of Linkedin. Whenever I see people on Linkedin that are continuously posting inspirational quotes or just the silly photo of the day, I don't see them contributing to my professional business side and therefore I stop listening to them. <br />
<br />
So know your platform that you're posting on and make sure that your content and what you're discussing is right for that platform. I know that you have a Twitter page, and a Facebook page, and a LinkedIn profile, right? Well now, let's make sure that you're using them properly.</p>urn:uuid:1090Why I Unsubscribed from My Insurance Agent’s Emails - Agency Marketing BlogThis is why I unsubscribed from my insurance agent’s email marketing. 2017-02-06T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/MalikaJamesBlogs/Unsubscribe.jpg" alt="no email sign" style="float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" />I’m going to tell you something that will scare you. But, you need to hear it. I unsubscribed from my agent’s emails. <br />
<br />
Why am I confessing this? Because I can help you steer clear of these same issues. Working on <a href="https://www.getitc.com/products/automated-agency-marketing/?utm_source=MarketingBlog&utm_campaign=0106MJ&utm_medium=GetITC">AgencyBuzz</a> and helping agents with email marketing means I am qualified to do so.<br />
<br />
Below, I have compiled the top reasons I chose to unsubscribe from my insurance agent. There are also tips to avoid the same mistakes my agent made. <br />
<br />
<h2>Failure to Segment</h2>
<p>
<br />
We say it all the time because it’s true: Failure to <a href="https://www.getitc.com/blog/marketing/2013/07/17/what-is-email-segmentation#.WJOMPVMrKUk">segment </a>will cost you sales. <br />
<br />
Emails are inexpensive to churn out. Thus, agents think it’s okay to blast customers with all their products. Why not, when it costs so little to market this way?<br />
<br />
I have received emails about everything my agent sells since I started my policies with him. Here’s a subject line from one email:</p>
<p style="margin-left: 40px;">
<em>Malika, we’d love to talk with you about Homeowners insurance… </em></p>
<p>
Having a renters policy and considering my age, it seems unlikely I am in the market for a homeowners policy. <br />
<br />
Agents should segment contacts and understand which products best fit those segments. Then, market accordingly. This will make your marketing efforts more effective. Consider also, according to the <a href="https://dma.org.uk/uploads/National%20Client%20Email%20Report%202013_53fdd7e6684de.pdf">Direct Marketing Association</a>, “over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns.” </p>
<h2>Typos and Errors</h2>
<p> </p>
Early on, my agent sent me a survey. It was just questions typed out in the body of an email. The survey wasn’t formatted as html. I responded to this email asking if it was meant to be html, and he assured it was. <br />
<br />
It isn’t only annoying to receive an email with formatting and content errors. It can cost you. Charles Duncombe, an online entrepreneur, discovered he could quantify lost revenue from misspellings. Looking at a particular website of his, he found <a href="http://www.bbc.com/news/education-14130854">revenue doubled after an error was corrected</a>. <br />
<br />
Nobody’s perfect. Not every mistake can be caught in time before it makes it to an inbox. But, you should always strive for emails free of spelling mistakes and errors. Make it a part of your process for a second set of eyes to look over your work before you send it.<br />
<h2>All Business</h2>
<br />
I know you sell insurance and I trust you can answer any questions I have about my insurance coverage. But, at best, I will skim your email selling life insurance. There can be more to this relationship than that! <br />
<br />
Every email I received from my agent was trying to sell me something. I can’t remember a single email that was informative, or playful. I received no emails that made me smile or laugh. After about 10 attempts at selling me insurance, I figured my unsubscribe would do both of us a favor. <br />
<br />
Email marketing can sell your products. But, it’s important to <a href="https://www.getitc.com/blog/marketing/2011/12/22/the-importance-of-relevant-content-in-your-email-marketing-content-is-king#.WJOMWlMrKUk">temper your sales pitches with value</a>. Think of what kind of informational or fun content your contacts would enjoy. Avoid the frequent hard sell, or risk unsubscribes. <br />
<br />
<em>Have you ever unsubscribed from a marketing email? Tell us about it in the comments below. </em><br />
<div> </div>urn:uuid:1091A Thousand Words: Using Photos on Your Insurance Website - Agency Marketing BlogJoin Website Coordinator Matt Farrell as he discusses the importance of images for insurance websites in February’s Masters of Marketing. 2017-02-03T09:00:00Z2024-03-19T05:52:04Z<p>There are many elements to consider for building a great website. Minimalism in design, great color schemes and excellent content. For many, though, the thing that stands out above the rest is impactful imagery. <br />
<br />
I will be discussing common pitfalls and helpful tips for insurance website images in <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&utm_campaign=0203MF&utm_medium=GetITC">February’s Masters of Marketing webinar</a>. If your insurance agency has a website, I encourage you to join. <br />
<br />
Here’s a preview of what I’ll discuss:</p>
<p style="margin-left: 40px;"><span style="text-decoration: underline;">Image Quality</span>: Size and color can make a big difference. Do your images make the grade?</p>
<p style="margin-left: 40px;"><span style="text-decoration: underline;">Relevance</span>: Do your photos carry the same message as your content? </p>
<p style="margin-left: 40px;"><span style="text-decoration: underline;">Brand Consistency</span>: Are the images on your insurance website in keeping with your brand philosophy and aesthetics?</p>
<p>Again, this is only a preview of what will be discussed. Join us on <strong>February 16th at 12 p.m. CT</strong> by <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog&utm_campaign=0203MF&utm_medium=GetITC">registering at this link</a>. I’ll see you there!</p>urn:uuid:1088Your "Insecure" Insurance Agency Website - Agency Marketing BlogWhat are SSL security certificates, and why should you care?2017-02-01T09:00:00Z2024-03-19T05:52:04Z<p><img style="width: 300px; height: 202px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" alt="Padlock on laptop keyboard" src="/images/blog/Laird/Lock.jpg" />For a few years now, Google and other <a target="_blank" href="https://www.getitc.com/blog/marketing/2012/12/28/looking-back-at-insurance-website-builder-in-2012#.WIu0fFMrJpg">online tech leaders</a> have advocated for every website to have its own SSL security certificate.<br />
<br />
What is SSL? It secures your website’s communication between your hosting company and your visitors. It creates an encrypted link so all data passed remains private. This is the same technology that secures your information when you bank online.<br />
<br />
Google feels strongly that all websites should be secure. They updated their algorithms so websites with SSL rank higher than sites without it. While this ranking incentive did get quite a few websites to become secure, the increase was not enough.<br />
<br />
In 2017, Google’s web browser <a target="_blank" href="https://security.googleblog.com/2016/09/moving-towards-more-secure-web.html">Chrome </a>and Mozilla’s <a target="_blank" href="https://support.mozilla.org/en-US/kb/insecure-password-warning-firefox">Firefox </a>are taking website security a step further. The latest versions of these browsers now label websites as <em>not secure</em> if they don't have SSL.</p>
<p><img alt="" style="vertical-align: middle;" src="/images/blog/Laird/HTTP.jpg" /><br />
<br />
Think about that. Your clients have asked you to secure their family's financial future. Now as they visit their trusted adviser’s website, they will see it labeled insecure. Is that something you want them to see?<br />
<br />
Fortunately, for now the label is muted and will not throw many alarms to your website visitors. Savvy users will notice it, but most will not. The next step for this message is a bit more aggressive.<br />
<br />
<img alt="" style="vertical-align: middle;" src="/images/blog/Laird/Not-Secure.jpg" /><br />
<br />
Now that is a warning message that gets a visitor’s attention. That is not the message you want to send to your clients.<br />
<br />
Helping secure the insurance industry is important to us. We want every Insurance Website Builder client to offer the most up-to-date, secure browsing experience for their visitors. That is why starting with our first website in 2005, we have offered a shared SSL certificate to secure submission forms.<br />
<br />
<a target="_blank" href="https://www.getitc.com/release/2014/11/03/insurance-website-builder-adds-personalized-ssl-certificates#.WIu1V1MrJpg">Then, in 2014, we added</a> personalized SSL certificates. This additional feature gave any agent on our platform the ability to add a personalized SSL certificate on his or her domain. This technology secures every request to and from the <a target="_blank" href="https://www.getitc.com/!/insurance-agency-website?utm_source=marketingblog&utm_campaign=LR020117&utm_medium=GetITC"><strong>insurance agency website</strong></a>. Not just the quote and contact submissions.<br />
<br />
Today we take securing your agency’s website a step further. We now include a fully customized SSL certificate with every new website purchased.<br />
<br />
Are you one of our more than 3,000 existing website clients without personalized SSL certificates? We are waiving the setup fee on all future SSL certificates for existing clients. Pay only $10 more per month. Our dedicated support team will secure your website and maintain your SSL certificate for the life of your ITC website.<br />
<br />
Provisioning your own custom SSL certificate includes a lot of hassle. ITC makes it easy by doing it for you. Now you can enjoy increased search engine rankings while having confidence your website will provide a secure browsing environment.<br />
<br />
Are you ready to secure your website just as you secure the futures of your clients? Existing clients can <a href="mailto:websitesupport@getitc.com">contact our technical support team</a> for more information. <br />
<br />
Don't have an Insurance Website Builder site? <a target="_blank" href="https://www.getitc.com/products/websites/consultation/?utm_source=marketingblog&utm_campaign=LR020117&utm_medium=GetITC">Request a free consultation </a>to learn more about SSL and our top website technology.</p>urn:uuid:1089This is the Way: Chris Paradiso from Paradiso Insurance - Agency Rating BlogThis is the way Chris Paradiso from Paradiso Insurance works.2017-01-31T09:00:00Z2024-03-19T05:52:04Z<p><img alt="This is the Way: Chris Paradiso from Paradiso Insurance" style="width: 700px; height: 373px; vertical-align: middle;" src="/images/blog/ThisistheWay/ChrisParadiso/This-is-the-Way.jpg" /></p>
<p> </p>
<p>The first time <a target="_blank" href="https://www.linkedin.com/in/christopherparadiso">Chris Paradiso</a> really understood the impact he could have as an insurance agent happened when he helped a client deal with his house fire. He spent two days rummaging through the house remains with his client looking for family heirlooms and removing his deceased dogs.<br />
<br />
“It was a sad story, but it made what we are doing here in the insurance space very real to me. It’s important that we can be there for our clients when we are needed the most.”<br />
<br />
In his first year, Chris was told he wouldn’t make it in the insurance industry. But, he didn’t let that stop him. Now almost 20 years later, he is an agency owner and well-known speaker on digital marketing in the insurance industry. This is the way Chris Paradiso works.<br />
<br />
<><><><br />
<br />
<strong>Location: </strong><br />
<br />
Stafford Springs, Connecticut<br />
<br />
<strong>Current gig:</strong><br />
<br />
We just published our first magazine for the insurance marketing space. All profits went to the charity Journey Found Organization, and insurance agencies across the globe have reached out to us to thank us for our insight. <br />
<br />
<strong>One word that describes how you like to work:</strong><br />
<br />
Intensity. I like to work under pressure because it pushes us to be better. <br />
<br />
<strong>Current mobile device: </strong><br />
<br />
Apple iPhone 6+<br />
<br />
<strong>Current computer:</strong><br />
<br />
Mac Desktop running OS X Yosemite<br />
<br />
<strong>Project(s) you’re currently working on:</strong><br />
<br />
We are currently working on releasing an insurance marketing workbook that will be focusing on helping agencies grow. We are also doing quite a bit of traveling and speaking this year at seminars focused on insurance agency fundamentals. <br />
<br />
<strong>Accomplishments you’re proud of:</strong><br />
<br />
Our agency received the Rough Notes 12th annual community service award. We love that we’ve had a positive impact on our local community. <br />
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
Personally, I would like to complete my eighth triathlon this summer. Business wise, the end goal, while looking at the numbers, would be to grow my business by 30% this year. We’re hopefully going to take our next steps by data mining, along with pushing the use of artificial intelligence within our agency’s operations. <br />
<br />
<img alt="Chris Paradiso speaking to agents" style="width: 500px; height: 333px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/ChrisParadiso/10ParadisoInsurance042314.jpg" /><br />
<br />
<strong>Aside from your phone and computer, what gadget can’t you live without and why?</strong><br />
<br />
I’m a watch junky, I like, actually I love, high end watches. <br />
<br />
<strong>What are the top three apps you use on your phone?</strong><br />
<br />
Twitter is by far the most used app on my phone. I would put Facebook as my second most used, and then Chrono24, which is an app for watches.<br />
<br />
<strong>Describe your workspace.</strong><br />
<br />
I like to keep things fairly open and transparent. My workspace says who I am, so when you look around it’s branded to what I love. You can see the different community projects we’ve been involved in, my sports collectibles and more. My workspace defines me. <br />
<strong><br />
How do you manage your to-do list?</strong><br />
<br />
Easy, you take what is most important and put it to the top of your list, and then work your way down. When you have to move in fifteen thousand directions in a day, you simply have to prioritize. <br />
<br />
<strong>How do you celebrate finishing a big project?</strong><br />
<br />
Personally, it’s usually celebrating with some down time, usually with my kids. Business wise, we like to get the whole company involved, and we’ve done things like taking work trips or having company dinners. <br />
<br />
<strong>What’s your best time-saving tip or hack?</strong><br />
<br />
Start three hours before everyone else. <br />
<br />
<strong>What is your best everyday habit?</strong><br />
<br />
Working out and reading. Every day I make sure I do at least 25 minutes of reading, and every day I work out for about an hour and 45 minutes on average. <br />
<br />
<img alt="Chris Paradiso and family" style="width: 500px; height: 333px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/ChrisParadiso/270Paradiso081214.jpg" /><br />
<br />
<strong>What do you listen to while working?</strong><br />
<br />
Aaron Lewis.<br />
<br />
<strong>What are you currently reading?</strong><br />
<br />
I’m currently reading “What Successful People Know about Leadership” by John Maxwell. <br />
<strong><br />
How do you decompress?</strong><br />
<br />
I’m part of a cigar club, and having a nice cigar here and there is the only way to “turn my volume down.” <br />
<br />
<strong>What gets you out of bed in the morning?</strong><br />
<br />
My kids are my motivation, and my motivation to work hard and provide a better life for them gets me up early every day. I want my kids to have more, but to teach them to appreciate more at the same time. I want them to have a better life than I did, not that mine was bad, but I want the best for them. I get out of bed every day for them. <br />
<br />
<strong>What’s the first thing you do when you get in the office?</strong><br />
<br />
I listen to a Ted Talk online every day before getting into the morning swing. <br />
<br />
<strong>Coffee or tea?</strong><br />
<br />
Espresso. <br />
<br />
<strong>Who are your business idols and why?</strong><br />
<br />
I would say my father and my good friend Allen Bachiochi. These are two people who started their own businesses, but came from drastic ends of the spectrum. One never graduated ninth grade, and the other graduated law school. They were both extremely successful and went about business very similar in the sense that each handshake mattered. But, they worked in drastically different industries, and both inspired me on an individual basis. <br />
<br />
<strong>What is your motto or personal mantra?</strong><br />
<br />
Do unto others as you want done onto you. You always have to treat others the way you want to be treated. <br />
<br />
<strong>What’s the best advice you’ve ever received?</strong><br />
<br />
There’s a few, but one is “garbage in, garbage remains in.” When you pollute your mind with garbage and nonsense, it’s not a garbage out type of thing; it remains in, and there’s something to be said about that. You have to respect your brain and look for healthy ways to inspire yourself. <br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> post?</strong><br />
<br />
I would love to see any one of my good friends in the insurance space, being Donna Yother, Mike Stromsoe, or Mark Walton. These are other agency owners I’m very close with who regularly give back to the industry and are leaders within our space. </p>
<p> </p>
<p><span itemprop="articleBody"><em>The <a href="https://www.getitc.com/blog/tag/this_is_the_way/" class="rating">This is the Way </a>blog
series asks ITC employees, agents, carriers and other people in the
industry how they work and to share their tips. Is there someone you
want to see featured or questions we should ask? <a target="_blank" href="http://twitter.com/instechcorp" class="rating">Tweet us</a> or leave it in the comments below.</em></span></p>urn:uuid:108710 Cozy Content Ideas for February - Agency Marketing BlogHere are the top 10 February blog post ideas for your insurance website. 2017-01-30T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/EmilyKaltmanBlogs/February.jpg" alt="10 content ideas for february" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />February is a short month. Well, most of the time. That means there is less time to do what usually needs to get done every month. Not to worry, though. These <a href="https://www.getitc.com/blog/tag/10%20ideas/">ten content ideas</a> will help you power through February like a champ. Use them for your agency newsletter, blog, or social media channels. <br />
<br />
<strong>1.<span class="Apple-tab-span" style="white-space:pre;"> </span>Groundhog Day – February 2</strong><br />
<br />
Always celebrated on February 2, this folk holiday is a fun one to share on your Facebook page. According to legend, if the groundhog sees its shadow, spring will arrive early that year. If it is a cloudy day and there is no shadow, there will be six more weeks of winter weather. <br />
<br />
<strong>2.<span class="Apple-tab-span" style="white-space:pre;"> </span>The Smart Home</strong><br />
<br />
Some of you clients may use smart home technology. Others may be looking into it. Smart home devices can range from smart thermostats to mobile-enabled security systems. If you have experience using these devices, write a blog post about them. <br />
<br />
<strong>3.<span class="Apple-tab-span" style="white-space:pre;"> </span>Super Bowl LI – February 5</strong></p>
<p >It’s not a national holiday, but it might as well be. Don’t forget to post about the big game on your agency’s social media channels. Take part in some friendly competition and post who you’re rooting for. <br />
<br />
<strong>4.<span class="Apple-tab-span" style="white-space:pre;"> </span>Insuring Fine Jewelry</strong><br />
<br />
You customers may receive fine jewelry for Valentine’s Day this month. Why not encourage them to insure their new valuables? Folks may have received some fine jewelry over the holidays, too. Familiarize them with their coverage options.<br />
<br />
<strong>5.<span class="Apple-tab-span" style="white-space:pre;"> </span>Snow Day Activities</strong><br />
<br />
As winter drives on, your customers may be periodically faced with snow days. Cure their cabin fever with some helpful recommendations on what to do on the next snow day. What could they do with their families after the snowman’s built?<br />
<br />
<strong>6.<span class="Apple-tab-span" style="white-space:pre;"> </span>So You Want to Get Into the Insurance Industry…<br />
</strong><br />
Here’s a unique content idea. Depending on your agency blog or newsletter style, take a personal approach. Talk about how folks can get into the insurance industry. What qualities should someone have? What do you like about it? This is a great <a href="https://www.getitc.com/blog/marketing/2016/08/24/how-to-use-evergreen-blogging-to-grow-your-insurance-website#.WItlJVMrKUk">evergreen post</a> people can reference over and over again. <br />
<strong><br />
7.<span class="Apple-tab-span" style="white-space:pre;"> </span>Fat Tuesday – February 28</strong><br />
<br />
Need an excuse to splurge? Celebrate Fat Tuesday with your agency for lunch on the 28th. This holiday is the celebration period before the fasting season of Lent. Be sure to document your celebration for your newsletter or other content channels. <br />
<br />
<strong>8.<span class="Apple-tab-span" style="white-space:pre;"> </span>Ride-Hailing Insurance</strong><br />
<br />
Some of your auto customers may work as drivers for ride-hailing services like Uber or Lyft. Write a blog post explaining what their coverage entails in their unique situation. Talk about where your coverage ends and their employer’s overage begins. <br />
<strong><br />
9.<span class="Apple-tab-span" style="white-space:pre;"> </span>Early Bird Tax Returns</strong><br />
<br />
Many Americans have already begun to receive important tax documents for their 2016 returns. If your agency partnered with a local tax professional, add them to your Community Partners web page. Encourage your customers to stay ahead of the rush and get their tax returns prepared early. <br />
<br />
<strong>10.<span class="Apple-tab-span" style="white-space:pre;"> </span>Strangest Things People Have Insured</strong><br />
<br />
Here’s a fun one. Do some research on some of the strangest things that people have insured. For example, singer Mariah Carey has her legs insured. Compile this into a top ten list format and <a href="https://www.getitc.com/blog/marketing/2012/03/06/5-top-tips-for-blog-titles#.WItl6lMrKUk' ">add a catchy title</a>. </p>urn:uuid:1086Don’t Focus On Keywords. Focus On This Instead. - Agency Marketing BlogYour agency’s SEO ROI can be a more valuable metric than keyword ranking.2017-01-25T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/LineGraph.jpg" alt="line graph illustration" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />How do you measure SEO success?<br />
<br />
If your answer is <em>keyword rankings</em>, you’re selling yourself short.<br />
<br />
It’s true SEO is about improving your agency’s search visibility. Ranking on the first page of Google for keywords is important to achieving that success. But, if you only look at keyword rankings to evaluate SEO, you’re missing the forest for the trees.<br />
<br />
<h2>The Problem With A Keyword-Only Focus </h2>
<p>
<br />
Keywords have long been important to SEO. They still are. But, you shouldn’t base marketing decisions off keyword rankings alone.<br />
<br />
Here are some issues with tracking keywords in a vacuum.</p>
<p style="margin-left: 40px;">
<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>Search results aren’t universal. </strong><br />
<br />
Different searchers get different results. That means people get results based on their location and search history. Imagine if you visited an Allstate agent's website while on a Google Chrome browser. Then later, you searched for auto insurance while using the same browser. If that Allstate website doesn't normally appear on the first page of results, Google will place it there.<br />
<br />
<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>Search results are more varied than ever before. </strong><br />
<br />
Google often features paid ads, local business results, and information boxes on result pages. Many times, these features appear above the top organic result. These features draw people away from the link to your website, even if it ranks first in organic results. <br />
<br />
<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>Search engines rely on more than just keywords for ranking. </strong><br />
<br />
Since the launch of <a href="http://searchengineland.com/google-hummingbird-172816">Google Hummingbird</a> in 2013, Google has been able to group search queries by topic. So, say you search for <em>Dallas auto insurance</em> or <em>Dallas TX car insurance</em>. Google will be able to understand you’re searching for car insurance in Big D. <br />
<br />
<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>Not all keywords are often searched. </strong><br />
<br />
Just because you have a top ranking for a keyword doesn’t mean people are searching for it. Showing up for <em>Dallas bumper insurance</em> won’t do you much good if no one’s searching for that topic. <br />
<br />
<strong>•<span class="Apple-tab-span" style="white-space: pre;"> </span>A high-ranking keyword might not get clicked on. </strong><br />
<br />
You might think a good keyword ranking is the golden ticket to growing your customer base. But if no one clicks on your listing, that lofty ranking alone won’t help you achieve that goal.</p>
<p>
As you can see, ranking for a particular keyword variation matters less than it used to. In 2017, fretting about rankings for each keyword is shortsighted.<br />
<br />
</p>
<h2>What To Look At</h2>
<p>
<br />
So, if keyword rankings aren’t the main metric you should focus on, what should you look at instead?<br />
<br />
You should focus on your ROI, or return on investment.<br />
<br />
Look at the revenue taken in from customers who found you through a search engine. Compare that to the time and money spent to increase your agency’s search visibility. Use it to see how successful your SEO campaigns have been.<br />
<br />
Focusing on your SEO ROI will allow two things.</p>
<p style="margin-left: 40px;">
<strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Which topics resonate most with online consumers </strong><br />
<br />
By evaluating your SEO from the end of the buying cycle, you can see which search topics led to conversions. Double down on these topics by adding new content on them to your website.<br />
<br />
<strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Which topics need some help </strong><br />
<br />
If certain topics aren’t bringing home the bacon, you might need to make some changes. Consider writing more enticing meta descriptions to improve your click through rate (CTR). This can help drive more traffic to your insurance website. Then, make sure the pages on your website encourage them to take the next step in the buying cycle.</p>
<p>
Looking at your SEO from an ROI perspective can even influence your business model. For instance, you focus on car insurance, but you’re seeing more SEO success with home. Consider shifting your SEO attention to homeowners and then cross-selling them on car insurance.<br />
<br />
It’s important to remember SEO is part of a holistic business process. An ROI-based approach can help you connect the dots and get the most out of your SEO campaign.<br />
<br />
<em>Got questions about SEO? Our team has answers. <a href="https://www.getitc.com/solutions/agency-marketing/consultation/?utm_source=GetITC&utm_campaign=DB012517&utm_medium=MarketingBlog">C</a><a href="https://www.getitc.com/solutions/agency-marketing/consultation/?utm_source=GetITC&utm_campaign=DB012517&utm_medium=MarketingBlog">ontact us </a>to learn more about our managed SEO services.</em></p>
<div> </div>urn:uuid:10855 Steps to Secure Your Agency Data - Agency Management BlogIt takes a few basic steps to prevent a damaging data breach at your insurance agency. 2017-01-24T10:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/padlock.jpg" alt="padlock on computer motherboard" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />We often hear about large data breaches on the evening news. Once again, hackers stole private information from a company’s database. Personal records, exposed and accessed. <br />
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The company’s reputation, tainted. The ensuing potential state and federal fines impact their financials. The breach could put the company out of business. <br />
<br />
As insurance agents, we need to protect the private information we collect on our clients. Here are a few steps your agency can take to protect your client data and reduce the likelihood of a data breach. <br />
<br />
<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Passwords </h2>
<p> </p>
<p>
Strong passwords should be your first line of defense against a cyberattack. In past breaches, experts found weak passwords allowed hackers to access private information. <br />
<br />
Today, agents have a plethora of passwords. It can be overwhelming to manage passwords for carriers, vendors, and financial institutions. You must develop a password policy for the agency. Here are a few tips. </p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span><span style="text-decoration: underline;">Strong Passwords</span> – When creating a password, it should be at least 10 – 12 characters in length. Include upper and lower case letters, numbers and special characters. Do not use default passwords that come with your systems, such as <em>Admin</em>, <em>Password</em>, or <em>1234</em>. <br />
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•<span class="Apple-tab-span" style="white-space: pre;"> </span><span style="text-decoration: underline;">Password Policy</span> – Every agency should put in place a password policy for their staff. Focus on using strong passwords as mentioned above. Change your passwords every 90 days. And, don’t share passwords with other employees.<br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span><span style="text-decoration: underline;">Secure Password Storage</span> – Do not post your passwords on a sticky note on your monitor! Secure your passwords with a password manager such as <a href="https://www.lastpass.com/" target="_blank">LastPass</a>, <a href="http://keepass.info/" target="_blank">KeePass</a>, or <a href="https://1password.com/" target="_blank">1Password</a>. This will enable you to store your passwords in a secure environment.</p>
<p >
For more information on creating better passwords, visit our blog post <a href="https://www.getitc.com/blog/management/2016/11/15/better-passwords-the-first-step-in-securing-your-data?utm_source=GetITC&utm_campaign-GR012417&utm_medium=MarketingBlog"><em>Better Passwords: The First Step in Securing Your Data</em></a>. <br />
<br />
</p>
<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Use and Update Anti-Virus and Anti-Malware Software</h2>
<p> </p>
Install and update anti-virus and anti-malware software on each of your office computers. Anti-virus and anti-malware will help to prevent malicious software from entering your network. <br />
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For example, malicious software known as <em>ransomware</em> prevents you from accessing your data. To access to your data, you must pay a ransom to the hackers, thus the name <em>ransomware</em>. <br />
<br />
Make sure you set the anti-virus and anti-malware software for automatic updates. Enabling this feature will help prevent viruses and malware from entering your machines. <br />
<br />
Also, make sure you set the scans to run on a regular basis. These scans might take some time. So, you may want to schedule them to run early in the day or after business hours. Review the logs to see if the software detected any viruses or malware. <br />
<br />
What if the software detects a virus? Contact your IT department or local IT professional to determine the extent of the virus. Some viruses can install key loggers that allow hackers to steal your passwords. So, act fast.<br />
<br />
<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Secure Wireless Routers </h2>
<p> </p>
Today, every agency has a wireless router for internet access. But, even those aren’t safe. Hackers can still gain access to an unsecured wireless router. <br />
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Most wireless routers come with a default administrator password. So, if this is not changed, any hacker can access your network data. Make sure to change the administrator password when you install your router. <br />
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Establish a strong password for your wireless users. Change it anytime an employee leaves the agency. This will help to prevent unauthorized access by former employees with ill intentions. <br />
<br />
When setting up your wireless router, you will select a wireless encryption protocol. Today, the current wireless encryption protocol is Wi-Fi Protected Access (WPA2). WPA2 provides stronger encryption methods than the former WPA or WEP. <br />
<br />
For more information on securing your wireless router, review <a href="http://www.independentagent.com/Resources/AgencyManagement/ACT/Pages/planning/SecurityPrivacy/Securing%20Your%20Agency%20Wireless%20Router.aspx"><em>Securing Your Agency’s Wireless Router</em></a>. <br />
<br />
<h2>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Education & Training</h2>
<p> </p>
Employees can be your first line of defense against a cyberattack. Their knowledge, or lack thereof, can make a difference. <br />
<br />
Educating employees about the risks of <a href="https://us.norton.com/cybercrime-phishing">phishing attacks.</a> These can happen when you open an email attachment from an unknown sender. It only takes one employee to open a fake, virus-laden email to expose your computer network. <br />
<br />
Recently, an agency informed me of an email one of their employees received from <em><a href="accounting@abcinsuranceagency.com">accounting@abcinsuranceagency.com</a></em>. They thought this was from the individual handling their accounting information. They opened the attachment, and installing a virus on their computer. <br />
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Emphasize your responsibility to keep your client data safe. Inform employees to report any suspicious behavior. This could range from their machine running slow to unusual phone calls.<br />
<br />
Explain attack tactics such as <a href="https://en.wikipedia.org/wiki/Social_engineering_(security)" target="_blank">social engineering</a> and phishing. Talk about recognizing and avoiding unsafe internet websites. Explain the cost of a breach and regulatory requirements to protect client data. <br />
<br />
<h2>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Update Software to the Latest Operating System </h2>
<p> </p>
<p>
Set your computer operating system to automatically install the latest updates. Sometimes operating system vendors find security loopholes in their operating systems. So, they release updates to fix them. <br />
<br />
If you do not install these updates, you are leaving your agency open for a potential cyberattack. If you have an older operating system, immediately update them to the latest version. </p>
<p> </p>
<p >
Securing your agency data starts with you. Following these steps will help better secure your agency data. You’ll protect your agency from expensive fines and a damaged reputation. You’ll protect your customers’ data from hackers. And, you won’t be on the 6 o’clock news. </p>urn:uuid:1083Have You Googled Your Insurance Agency? - Agency Marketing BlogHere's what to look for when you Google your insurance agency website. 2017-01-23T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DarminiKaraBlogs/magnifyingglass.jpg" alt="magnifying-glass" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />A long time ago, I wrote a blog <a href="https://www.getitc.com/blog/marketing/2010/04/13/ever-googled-your-insurance-agencys-name#.WGbqB32s4Y0">answering this question</a>. Although a few things have remained the same, SEO has changed drastically since then. <br />
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Let's go over what you should see when you Google your insurance agency's name. <br />
<br />
Before we get started, please make sure you're not logged in to Google. This can skew your results. Use an <a href="http://www.computerhope.com/issues/ch001378.htm" target="_blank">incognito or private</a> browsing setting to get an accurate picture of what customers see. Now, search for your agency on Google.<br />
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<h2>Google Snippet</h2>
<p>
Most of what you see on the Google results page is snippets. Snippets are a preview of a website. Your agency’s snippet should be informative and interesting enough for a user to click. </p>
<p><img src="/images/blog/DarminiKaraBlogs/snippet.jpg" alt="ITC-Snippet" style="width: 400px; height: 75px; vertical-align: middle; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" /><br />
<br />
You'll see that the text in blue links to the website and is the <strong>title </strong>of the web page. The text in green is the <strong>web address </strong>of the website. The text in black is the <strong>description </strong>of the website. Of these elements, the blue page title is the most important to your SEO.<br />
<br />
Luckily you can change the page title and its description. You can do this by editing your homepage's metadata. Your title and description should reflect the content of that web page, which would include the keywords you are trying to rank for. </p>
<h2>Website Links</h2>
Sometimes if your website is popular, you may see site links underneath the black text of the snippet. Those are what Google considers to be the most popular pages on that website.<br />
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In this example above, <em>TurboRater</em>, <em>Contact Us</em> and <em>ITC Support</em> are our most popular pages. <br />
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As such, they have provided a shortcut to those popular pages. Unfortunately there is no way to tell Google which links should appear there. It is at Google's discretion. <br />
<br />
<h2>Knowledge Graph</h2>
If your agency is well established, a knowledge graph should appear in search results. Knowledge graphs include information at a glance about a specific business. In our case it includes the ITC logo, a map, social media profiles, reviews, and some competitors.<br />
<img src="/images/blog/DarminiKaraBlogs/knowledge-graph.jpg" alt="ITC-Knowledge-graph" style="width: 400px; height: 751px; vertical-align: middle; margin: 5px 5px 10px; border-width: 1px; border-style: solid;" /> <br />
Make sure all the information is correct. Your local information, such as address and phone number should be accurate.<br />
<br />
These details, together with your agency name, are significant when building local citations. If you see information that is incorrect then you can <a href="https://support.google.com/websearch/answer/6325583?hl=en" target="_blank">suggest a change</a> to Google. <br />
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This is also a good place for you to see how many and what kind of reviews your agency has. If there are any negative reviews, be sure to address them. This also serves as a reminder to <a href="https://www.getitc.com/blog/marketing/2015/04/06/the-easiest-way-to-get-online-reviews#.WGwcIX2s4Y0" target="_blank">ask your customers for reviews</a>. <br />
<h2>First Page Search Results</h2>
<p>
The first result when you search for your agency name should be your website. The rest of the first page results should be somehow related to your agency. <br />
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There will be other business listings, social media, or your profile on carrier websites. If you don't see information relating to your agency, include your city in the search term. </p>
<p> </p>
<p >
A lot has changed in the SEO industry since I wrote my original blog 2010. But, it’s still important to work at SEO as a part of a wholesome marketing initiative. If your website appears in the number one in the results, then it is likely a prospect will visit your site. It almost makes those competitors at the bottom of the knowledge graph negligible!</p>
<div> </div>urn:uuid:1084Masters of Marketing - Blogging Step-by-Step - Agency Marketing BlogBlogging is easy when you break it down. SEO Coordinator Darmini Kara tells us how in January's Masters of Marketing webinar. 2017-01-19T13:00:00Z2024-03-19T05:52:04Z<p>In the January 2017 edition of<a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=marketingblog&utm_campaign=DK0119&utm_medium=GetITC"> Masters of Marketing</a>, SEO Coordinator Darmini Kara explained there's a lot more to blogging than you think. </p>
<p>Learn Kara's expert tips for each step of the blogging process by<a href="https://attendee.gotowebinar.com/recording/1648725762552819970" target="_blank" style="background-color: #ffffff;"> viewing a recording here</a> or the slides below.</p>
<p> </p>
<iframe src="//www.slideshare.net/slideshow/embed_code/key/3hZidVCScSXFxM" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;"> </iframe>
<div style="margin-bottom:5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/masters-of-marketing-blogging-stepbystep" title="Masters of Marketing: Blogging Step-by-Step" target="_blank">Masters of Marketing: Blogging Step-by-Step</a> </strong> from <strong><a target="_blank" href="//www.slideshare.net/InsTechCorp">Insurance Technologies Corporation (ITC)</a></strong> </div>
<p> </p>
<p><a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=marketingblog">J</a><a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=marketingblog">oin us for the next Masters of Marketing</a> on Thursday, February 16! Website Coordinator Matt Farrell will present <em>A Thousand Words: Using Photos on Your Insurance Website</em>.</p>urn:uuid:1081What Top Insurance Agencies Know About Websites (That You Don’t) - Agency Marketing BlogHere’s what the industry’s best agencies know about insurance websites (that you don’t).2017-01-18T09:00:00Z2024-03-19T05:52:04Z<p><img alt="" style="width: 250px; height: 167px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/KarlyBaker/Typing.jpg" />Let’s take a walk down memory lane. Remember dial-up? In the early to mid ‘90s, high speed internet was nonexistent. <br />
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Web design was also in its infancy. Websites were basic to allow for slow connection speeds. They were mostly made up of text with little thought given to a design layout. <br />
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Images, typography, navigation, and <a href="https://www.getitc.com/blog/tag/seo/">search engine optimization</a> were in the distant future. <br />
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Fast forward. That future is <em>now</em>. And today’s top insurance agents recognize that. <br />
<br />
They incorporate modern tactics into their <a href="https://www.getitc.com/!/insurance-website?utm_source=Marketingblog&utm_campaignKB011817&utm_medium=GetITC">agency websites</a> and marketing strategies. They use their websites to drive growth and success. You can do it too. </p>
<p>
Here’s what the top agencies know about insurance websites that you don’t. </p>
<h2>Websites Are Mandatory</h2>
An online presence is essential in today’s market. Websites compliment, empower and add credibility to marketing efforts. Top agents treat their website as such. So, if you want to grow and build your agency, a website is a must. <br />
<br />
If your agency already has a website, look to your competition for ideas on how to improve. For example, how does the website perform on a mobile device? <a href="https://www.getitc.com/blog/tag/responsive/">Responsive websites</a> are well suited for small screens, and good for SEO. <br />
<br />
Think about your agency’s <a href="https://www.getitc.com/blog/marketing/2016/05/16/the-secrets-of-branding#.WHj2o1MrKUl">branding </a>too. What does your agency represent? Make sure it comes across on your website. Use words, images, and layout to convey your agency’s branding. <br />
<h2>Websites Are Evolving</h2>
Times, they are a-changin’. Top agencies know better than to let their website become <a href="https://www.getitc.com/blog/marketing/2016/10/31/teach-your-old-insurance-website-new-tricks#.WHj2t1MrKUl">outdated</a>. They work with proactive website, marketing, and SEO providers to ensure that. <br />
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For example, Google recently announced it will have a <a href="http://searchengineland.com/google-begins-experimenting-mobile-first-index-hopes-expand-upcoming-months-262527">mobile-first index</a>. Google will rank mobile websites with home page content higher than those without it. <br />
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Top agents will move to compensate for this change. If you have a mobile website (and if your website is with us, you do) add home page content.<br />
<h2>Websites Are for the Target Audience</h2>
Your website is there to serve your target audience: prospects and customers. <br />
<br />
Top agencies know who their target audience is. Their target audience is the end game when making decisions about their website. <br />
<br />
Think about why prospects are visiting your website, and what they want to do while there. Market to them.<br />
<br />
<br />
To be a top agency, it’s time to get your website in order. Keep your website updated and leverage it as a marketing platform. And, always make sure it is targeting your desired prospects. <br />
<br />
<em>Need to update your website’s look? Check out our <a href="https://www.getitc.com/products/websites/order/?utm_source=Marketingblog&utm_campaign=011817KB&utm_medium=GetITC">template gallery</a>. <br />
</em>
<div><em> </em></div>urn:uuid:10823 Steps to Getting Back On Track with Your Agency Goals - Agency Management BlogDon’t let a slip into old habits keep you from your goal for agency improvement and growth.2017-01-17T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/BeckySchroederBlogs/cant.jpg" alt="scissors cutting paper" style="width: 300px; height: 208px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />It’s a truth universally acknowledged. Many of us start a new year with explicit <a href="https://www.getitc.com/blog/management/2016/12/20/motivating-agency-growth-with-new-years-resolutions">resolutions</a>. Another commonly accepted truth? That the year is barely started when we start to break our resolutions.<br />
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(About <a href="http://www.statisticbrain.com/new-years-resolution-statistics/">41 percent of Americans</a> make resolutions every year for personal or professional improvement. About a third of those who make them break those resolutions by the second week of the year.)<br />
<br />
Maybe you didn’t make explicit resolutions for your agency. But, you probably have some mental goals for what you want to achieve in your agency in 2017.<br />
<br />
No matter how motivated you are, you will fall back into old habits. They die hard, right? <br />
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So success in achieving a resolution is not how determined you are in the beginning. It’s how you respond when you inevitably slip back into your old ways.<br />
<br />
<h2>Why it is easy to fall back into old habits</h2>
<br />
We’ve all done it. We set a goal for ourselves. We had some success. Then we slid back into our previous habits. <br />
<br />
Why do we backslide when we thought we overcame those habits? Psychologists call this common mental miscalculation <a href="https://www.scientificamerican.com/article/why-we-return-to-bad-habits/" target="_blank">restraint bias</a>.<br />
<br />
As we have success toward our goal, we begin to overestimate our impulse control. So we start exposing ourselves more to temptation. We think bending the rules a little bit will be okay because we have new, better habits now. But, ultimately, our impulsiveness wins. We forget change is not a one-and-done decision but an ongoing one.<br />
<br />
Explicit resolution or unofficial goal, it doesn’t matter. There is something you want to change or improve in your agency this year. <br />
<br />
Maybe you want to <a href="https://www.getitc.com/blog/tag/blogging/">blog </a>every week. Or, you want to spend some time every day posting and engaging with your <a href="https://www.getitc.com/blog/tag/social_media/">social media</a> followers. Or you want to focus more on working ON your business instead of in it. Or, you want to improve your <a href="https://www.getitc.com/blog/management/2016/06/21/why-data-security-is-critical-to-your-agency">data security</a>.<br />
<br />
Whatever it is, it is easy to let old habits take over instead of working towards your goal. Especially if your goal involves a task you’re new to.<br />
<br />
You’re not alone. It’s a struggle for everyone. <br />
<br />
<h2>What to do when you fall back into old habits</h2>
<p>
<br />
Take comfort knowing you’re not alone in breaking your resolutions in improving your agency. Here’s how you can get back on track and achieve those goals.</p>
<p> </p>
<p style="margin-left: 40px;">
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Reflect<br />
<br />
Think about why you fell back into your old habits. You may want to blame the system or yourself, but try not to. Look at it as an opportunity to learn and improve your process.<br />
<br />
Say your goal was to blog on your <a href="https://www.getitc.com/!/insurance-agency-website?utm_source=managementblog&utm_campaign=BS011717&utm_medium=GetITC">insurance agency website</a> every week. You started off great and blogged for the first couple weeks. Then week three you didn’t. <br />
<br />
Ask yourself some questions. What happened that pushed this down your priority list? Was there a trigger event like a last-minute client request? Was there unusual circumstances like you were sick? Is this routine unsustainable? How can you make it more attainable?<br />
<br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Adjust<br />
<br />
Now you know why you went back to old habits. Next, decide what you need to tweak so it becomes a new habit. <br />
<br />
If last-minute requests displaced blogging as your priority, block out time on your calendar. Only let truly urgent matters break into that time.<br />
<br />
If writing a blog post in one sitting is unsustainable, break the task into smaller pieces. For example, on Mondays, brainstorm a topic and start research. On Tuesdays, continue research and write an outline. On Wednesdays, write your ugly first draft. On Thursdays, review and edit. On Fridays, publish or schedule your post for the next week.<br />
<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Check in frequently<br />
<br />
Keep track of what you work on and review it on a regular basis. If it’s a daily habit you’re trying to create, assess daily. If it’s weekly, look at it at least once a week.<br />
<br />
Look for digressions in your routine and adjust accordingly. Frequent check ins will help you avoid slipping back into those old, unproductive habits.</p>
<p> </p>
<p>
A slip into an old, unproductive habit does not mean you have to give up that resolution. It’s an opportunity to learn and adjust so you can move forward on your agency improvement goals.</p>
<div> </div>urn:uuid:1075Unlinked Mentions: What They Are and How to Use Them - Agency Marketing BlogUnlinked mentions are a great way to track down potential backlinks for your insurance agency website. 2017-01-16T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/JohnDessommesBlogs/chainlinks.jpg" alt="chain links" style="width: 300px; height: 225px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" />Perhaps you've partnered with a local business in the community. They mentioned your agency on the Partners page of their website. But, they didn't link back to yours.<br />
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When an online mention is not linked to a website, it is an unlinked mention. <br />
<br />
If your <a href="https://www.getitc.com/!/insurance-website?utm_source=MarketingBlog&utm_campaign=JD011617&utm_medium=getitc">insurance website</a> has been in existence for a few years, it may have unlinked mentions online. Unlinked mentions are significant because they can turn into valuable backlinks.<br />
<h2>A Bit on Backlinks</h2>
Backlinks are important to SEO. How important? <a href="http://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882" target="_blank">They are one of Google’s top ranking factors</a>. <br />
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But, backlinks are also difficult to come by. They have to be <a href="https://www.getitc.com/blog/marketing/2012/10/29/earning-backlinks-vs-building-them#.WGaFO1MrKUl">earned and built</a> over time. Even if your insurance website has <a href="https://moz.com/blog/how-to-create-10x-content-whiteboard-friday" target="_blank">quality 10x content</a>, you still may not earn links. <br />
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That’s where unlinked mentions come in. If you can find them, they can easily be turned into backlinks. <br />
<br />
<h2>Finding Unlinked Mentions</h2>
Go to Google and search for your agency using your domain name. <br />
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Let’s say my agency’s name is Dessommes Insurance and my domain name is DessommesInsuranceAgency.com.<br />
<br />
My search query should be: <em>“Dessommes Insurance” OR “dessommesinsuranceagency.com”</em>. Make sure to capitalize OR and include the quotations.<br />
<br />
Look through the search results for any mention of your agency. Let’s say you’ve found your agency name on a community website. There’s your first unlinked mention.<br />
<br />
You would like them to link that logo back to your website. Then, it would become a valuable backlink. <br />
<h2>Who to Ask </h2>
Your next step would be to contact someone to add the link. Look for the Contact Us page and fill out a contact form. <br />
<br />
If you can’t find an email address or contact form, try emailing the webmaster. Go to <a href="https://hunter.io/email-verifier" target="_blank">hunter.io/email-verifier</a> and verify the webmaster’s email address. Format it like this: webmaster@exampledomain.com.<br />
<br />
If the email address is valid, send your email. If the webmaster cannot help you, ask them to forward your email to someone who can. <br />
<h2>How to Ask</h2>
<p>
Use the following template to format your email. Include your agency name, your website link, and where you want the link to be. </p>
<p style="margin-left: 40px;">
Hello,<br />
<br />
I noticed you featured Dessomes Insurance on your Community Partners page. Thanks so much for mentioning us! Would you be able to add a link to our website so your readers can find out more about us? The link is <a>http://www.DessomesInsuranceAgency.com</a>.<br />
<br />
Thanks so much,<br />
<br />
John<br />
<br />
</p>
<h2>Other Tactics</h2>
<p>
If you’re not having any luck finding links on Google, <a href="http://www.localvisibilitysystem.com/2015/02/05/the-best-bleepin-local-link-questionnaire/" target="_blank">try answering these questions</a>. It’ll help you brainstorm ways to find unlinked mentions. <br />
<br />
Think about ways you connect to organizations. Your agency has probably formed business partnerships. Or, you may be an active alumni, on a board of directors, donated to charity, or volunteered. <br />
<br />
Look out for these opportunities when searching for unlinked mentions. You never know what you’ll find. </p>
<p> </p>
<p>
<em>Do you have other methods for uncovering links? Let’s talk about it below in the comments.</em></p>urn:uuid:10805 Reasons to NOT Attend #AgentCon17 - Agency Marketing BlogFive reasons why you shouldn’t attend ITC Agent Conference 2017.2017-01-11T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/BeckySchroederBlogs/ER8_7638-2.jpg" alt="Laird RIxford at ITC Agent Conference 2016" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />What is <a href="http://www.agentconference.org/" target="_blank">ITC Agent Conference</a>? (Or, as we call it on social media #AgentCon17.) It’s a two-day event for insurance agents who want to learn, compete and grow in today’s market.</p>
<p style="margin-left: 40px;">When: April 20-21, 2017<br />
Where: Hilton DFW Lakes in Grapevine, Texas</p>
<p>How do you know if you should attend Agent Conference? Well, here are some reasons NOT to attend.<br />
<br />
<strong>You already know everything about marketing, sales, and technology.<br />
</strong><br />
There are going to be 27 breakout sessions. Topics include insurtech, online marketing, SEO, email marketing, operations, sales and rating. There’s a lot of value in the Agent Conference breakouts if you want to improve and grow your agency. Just <a href="http://www.agentconference.org/agenda/" target="_blank">check out all the sessions</a> we’ve got planned!<br />
<br />
<img src="/images/blog/BeckySchroederBlogs/Larry-Medina.jpg" alt="agent conference testimonial" style="width: 400px; height: 363px; vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /><br />
<br />
If you’re an expert on these topics, you probably won’t get as much value from the content. In fact, you probably should be teaching a breakout! (<a href="http://www.agentconference.org/contact.aspx" target="_blank">Let us know</a> if you want us to add you to the list for when we call for presentation proposals for 2018.)<br />
<br />
<strong>You don’t like hearing what other successful agents are doing.</strong><br />
<br />
Roundtables at Agent Conference are open discussions with other agency owners. It is a great opportunity for you to ask questions and find out what other agents are doing. How are they finding and training the right people? What marketing tactics are working for them? What criteria did they use to evaluate their agency management system?<br />
<br />
<img src="/images/blog/BeckySchroederBlogs/Pat-Lamb.jpg" alt="agent conference testimonial" style="width: 400px; height: 363px; vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /><br />
<br />
Not curious how other agents are responding to the <a href="http://www.agentconference.org/contact.aspx">insurtech revolution</a>? Don't have any burning questions you’d love to ask other successful agents? You probably shouldn’t come to Agent Conference.<br />
<strong><br />
You’re already using your ITC product(s) to their fullest.</strong><br />
<br />
Wish you knew how to optimize your Insurance Website Builder website for search engines? Want a refresh of your AgencyBuzz training? Looking for tips and workflows to help make TurboRater work for you? There are how-to labs and breakouts dedicated to helping you get the most out of your ITC products.<br />
<br />
<img src="/images/blog/BeckySchroederBlogs/Linda-Ogilvie.jpg" alt="agents conference testimonial" style="width: 400px; height: 363px; vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /><br />
<br />
But, if you’re already <a href="https://www.getitc.com/blog/management/2016/08/16/are-you-fully-using-the-insurance-agency-software-you-have#.WHP5AFMrKUk">using them to their fullest</a>, you might not need to come to Agent Conference.<br />
<br />
<strong>You have enough connections.</strong><br />
<br />
Despite the name, it’s not just agents who attend Agent Conference. Carriers, MGAs, lead providers, agency management systems, and other vendors come to the event. There are opportunities to meet and network with all the attendees. Agent Conference isn’t just about learning. It’s also about making connections to benefit your agency.<br />
<br />
<img src="/images/blog/BeckySchroederBlogs/Jason-Smith.jpg" alt="agent conference testimonials" style="width: 400px; height: 363px; vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /><br />
<br />
Do you already have all the connections you need? You’re probably better off staying at home.<br />
<br />
<strong>You don’t like having fun.</strong><br />
<br />
While there is a lot to learn at Agent Conference, we also make time to have some fun. Last year we had a mechanical bull and photo booth. There was even some line dancing! <a href="https://www.getitc.com/videos/2016/07/01/highlights-from-itc-agent-conference-2016#.WHP5ZVMrKUk">Check out the highlights video</a> for a little peek at last year’s shenanigans. What do we have planned for 2017? I can’t tell you just yet. But, I promise we’ll have fun.<br />
<br />
<img src="/images/blog/BeckySchroederBlogs/Wade-Whiteside.jpg" alt="agent conference testimonial" style="width: 400px; height: 363px; vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /><br />
<br />
If fun at a conference doesn’t interest you, Agent Conference might not be the right event for you.</p>
<p> </p>
<p>But if you do like to learn, network and have fun, join us in April. But don’t wait too long! <a href="http://www.agentconference.org/registration" target="_blank">Get your ticket today </a>to save $50 off the regular registration price. (ITC customers: use your ITC account ID to get a special discount.)<br />
<br />
I hope to see you there.</p>urn:uuid:1079This is the Way: Paul Harrison from Aspen MGA - Agency Rating BlogThis is the way Paul Harrison, president and founder of Aspen MGA, works.2017-01-09T18:54:40Z2024-03-19T05:52:04Z<p><img src="/images/blog/ThisistheWay/PaulHarrison/This-is-the-Way.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-bottom: 10px;" alt="This is the Way: Paul Harrison from Aspen MGA" /></p>
<p>Born and raised in Arkansas, <a href="https://twitter.com/PaulHarrison40" target="_blank">Paul Harrison</a> got into the insurance industry as an intern at Midland Risk Insurance Company in Memphis. After he completed his MBA program, he joined Midland Risk full time and has been in the insurance industry ever since.<br />
<br />
Over his more than 25-year career, Paul has worked for and owned several insurance entities in Memphis, Shreveport and the Dallas-Fort Worth area, including Aspen MGA, which he founded in 2015.<br />
<br />
Paul enjoys the chess game of insurance management. “You make decisions today to find out in the future if you made the right move. I enjoy that challenge, and I enjoy it even more when you make the right call!”<br />
<br />
This is the way Paul Harrison works.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
<br />
Flower Mound, Texas<br />
<br />
<strong>Current gig:</strong><br />
<br />
Founder and President of Aspen Managing General Agency<br />
<br />
<strong>One word that describes how you like to work.</strong><br />
<br />
Persistent<br />
<br />
<strong>Current mobile device: </strong><br />
<br />
iPhone 6S 64 GB<br />
<br />
<strong>Current computer: <br />
</strong></p>
<ul class="ulstyle-bullets">
<li>Office: Dell Quad Core I7 SSD; triple monitors</li>
<br />
<li>Home Office: Dell Quad Core I5 SSD; triple monitors</li>
<br />
<li>Travel: ASUS Notebook PC SSD</li>
</ul>
<br />
<strong>Project(s) you’re currently working on:</strong><br />
<br />
Top secret<br />
<br />
<strong>Accomplishments you’re proud of:</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>Professional – Launching Aspen in record time and the success we are having</li>
<br />
<li>Personal – Awesome wife and three beautiful daughters</li>
</ul>
<br />
<img src="/images/blog/ThisistheWay/PaulHarrison/Paul-Harrison_family.jpeg" style="width: 500px; height: 509px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Paul Harrison and his family" /><br />
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>Professional - Make Aspen the absolute BEST in the industry</li>
<br />
<li>Personal – Be the BEST husband and father I can be</li>
</ul>
<br />
<strong>What do you like most about your job?<br />
</strong><br />
The autonomy to do what is right and the people I work with.<br />
<strong><br />
Aside from your phone and computer, what gadget can’t you live without and why?</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>LG HBS 750 Bluetooth Wireless In-Ear Headset to stay hands free while on the phone, which is a lot. </li>
<br />
<li>Readers (I had to put them on to read the LG model number!)</li>
</ul>
<br />
<strong>What are the top three apps you use on your phone?</strong><br />
<br />
Outside of mail, calendar, and messages it would be<br />
<br />
<ul class="ulstyle-bullets">
<li>Facebook –To keep up with work, family and friends </li>
<br />
<li>Twitter – For news</li>
<br />
<li>Snapchat – To keep up with and have fun with my girls</li>
</ul>
<br />
<strong>Describe your workspace.</strong><br />
<br />
Our Aspen offices are somewhat modern but very lean. We are focused on Aspen so don’t come by and expect any extravagant decor. What you will find is a group of dedicated people working together to make Aspen better. Every. Single. Day.<br />
<strong><br />
How do you manage your to-do list?</strong><br />
<br />
Outlook and making an old fashion to-do list in my notebook. I will say I am experimenting with a new electronic to-do list but am not fully sold at this point. There is still something special about writing out a to-do list. <br />
<br />
<strong>What’s the first thing you do when you get in the office?</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>Top off the coffee tumbler (Yeti or Rtic) – I am a coffee snob</li>
<br />
<li>Read news feeds </li>
<br />
<li>Review production and leading indicator reports </li>
</ul>
<br />
<img src="/images/blog/ThisistheWay/PaulHarrison/Paul-Harrison_Amy-Hernandez_Lori-Herrington.jpg" style="width: 500px; height: 317px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Lori Herrington, Paul Harrison, Amy Hernandez" /><br />
<br />
<strong>What’s your best time-saving tip or hack?</strong><br />
<br />
I like a good gadget as much as anyone. They can help. However, nothing really works without focused effort. So my answer is be like Nike… Just do it!<br />
<br />
<strong>What is your best everyday habit?</strong><br />
<br />
I have put a great effort into a better diet following the Whole30 plan. This has worked very well for me, and I try to stay close to this plan and add exercise when I can. <br />
<br />
<strong>What do you listen to while working?<br />
</strong><br />
Varies – I don’t always have something playing but when I do it will vary from The Ticket, a local sports station, to a variety of music. When I am in the office, I do enjoy listening to what is happening in the office. At the home office I tend to have something playing in the background. <br />
<br />
<strong>What are you currently reading?</strong><br />
<br />
Let me say this first… I wish I had time and made time to read more. It is so beneficial. I have a reading habit that can have multiple books goings at a time. A book has to grab my attention or I move on. <br />
<br />
Currently in the hopper:<br />
<br />
<ul class="ulstyle-bullets">
<li>The 4:8 Principle</li>
<br />
<li>You are a Badass</li>
<br />
<li>The Magnolia Story</li>
</ul>
<br />
Recently completed: Swine Not, Outliers, Strength Finders 2.0, In Search of Excellence, A Passion for Excellence, Think and Grow Rich, The E Myth (Revisited).<br />
<br />
<strong>How do you decompress?</strong><br />
<br />
I think the first key is never get that stressed about what you are doing. There is always a solution to things you can control. For these situations: analyze, plan, and make it happen. Why stress over things you cannot control? That said, I do enjoy spending time with my wife because we don’t get to as much as I would like. Yes, I enjoy my kids too, but my wife has been such a trooper with me in my career allowing me to focus on work, especially in the past year launching Aspen. I cherish the time we get to spend together, and I am ever grateful for the awesome mother she is to our great kids. When we get to enjoy a glass of wine together, even better! Add Colorado to the mix, and it is heaven on earth. <br />
<strong><br />
What’s your sleep routine like?</strong><br />
<br />
This is a lesson I figured out early in life for how I operate. I would like to run on four to six hours of sleep on a regular basis, but I cannot. My optimal minimal sleep time is 7.5 hours. For me, quality rest time translates to a quality day. Life is a marathon, not a sprint. <br />
<br />
<img src="/images/blog/ThisistheWay/PaulHarrison/Paul-Harrison_wife.jpg" style="width: 500px; height: 476px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Paul Harrison and his wife" /><br />
<br />
<strong>What gets you out of bed in the morning?</strong><br />
<br />
I want today to be better than yesterday. I can’t win at life staying in bed. Let me elaborate. I try to end the day reviewing what happened and how I could have done it better. (I have the uncanny ability to provide myself plenty of improvement opportunities!) That makes me plan and pray for the next day and make a mental list of what I want to accomplish tomorrow. I usually wake up before my alarm. I enjoy watching the world wake up. I get to see my family wake up, which can always be an adventure. I enjoy starting the day with my family and focusing on making today better than yesterday.<br />
<br />
Oh and don’t forget the coffee! Black. <br />
<br />
<strong>Who are your business idols and why?</strong><br />
<br />
There are several people that I respect and have learned a great deal from. That said, I have only one true business idol. That would be my Dad. He taught me at a young age that you must work hard and work smart. He taught me how important it is to be a Godly man. He taught me that when you fall down, you get back up. Every. Single. Time. He taught me too much to list here. I wish he was still with us today. He did not get to see me start Aspen. I would love to tell him about it. Most of all, I would love to tell him thank you.<br />
<br />
<strong>What is your motto or personal mantra?</strong><br />
<br />
TCB: Taking care of business. Thanks to Elvis for this one. <br />
<br />
<strong>What’s the best advice you’ve ever received?</strong><br />
<br />
John 3:16 <br />
<br />
<strong>If you could switch jobs with someone, who would it be?</strong><br />
<br />
No one. I like who I am and what I do. And, I would not trust Aspen with anyone else.<br />
<br />
<strong>Who would you like to see in a future This is the Way post?</strong><br />
<br />
Scott Upfield, CEO of ITC<br />
<br />
<em>The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way </a>blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://twitter.com/instechcorp" target="_blank">Tweet us</a> or leave it in the comments below.</em>
<p> </p>urn:uuid:1074Create a Compelling Subject Line in 4 Steps - Agency Marketing BlogThe trick to the perfect subject line is to write it for your audience, plus a few more tips. 2017-01-09T09:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" alt="mobile email illustration" src="/images/blog/HeatherGallowayBlogs/mobileemail.jpg" />The number one question I get asked is, “What should I write for my subject line?” The answer is more complex than you think. The subject line is the primary reason your emails get opened or deleted. So, it can be pretty intimidating to even think about. The stakes are high.<br />
<br />
There is no cookie-cutter answer for which subject lines work best for your email. But, I have come up with some helpful steps to get you started.<br />
<br />
<h2>Step One: Know the Context of Your Email</h2>
If I’ve said it before, I’ll say it again. <a href="https://www.getitc.com/blog/marketing/2013/01/10/using-distribution-lists-for-email-marketing-youre-doing-it-wrong#.WGZ7UVMrKUl">Segmentation</a> is the foundation for your entire email marketing strategy. The demographics, age, and characteristics of your recipients will help you determine your subject line. <br />
<br />
Remember what your email is about. Remember what action you want your audience to take. Once you consider the email’s context, the subject line will write itself. <br />
<br />
<h2>Step Two: Pick the Type of Subject Line You Want to Use</h2>
There are several standard types of subject lines you can use in your emails. Use the information you gathered in step one to determine which works best for you. Some can even be combined.<br />
<br />
<h3>Direct </h3>
<p>
You tell the recipients exactly what is inside your email. This is efficient if your information is valuable enough to elicit an immediate open. <br />
<br />
These are best used for transactional or confirmation emails. The recipient would already be expecting, and looking for, your email.<br />
<br />
</p>
<p style="margin-left: 40px;">Example: <em>Here is the auto insurance quote you requested.</em><br />
<br />
</p>
<h3>Personalized </h3>
<p>
This type is growing in popularity and easy to create. <a href="https://www.getitc.com/blog/marketing/2016/11/09/email-personalization-its-not-what-you-think-it-is#.WGZ7nFMrKUk">Personalization </a>reinforces the relevancy of your email. Adding it to your subject line can immediately draw the recipient in. Just be sure your data is accurate to avoid errors. <br />
<br />
These are best for sharing policy information and payment reminders specific to the recipient.<br />
<br />
</p>
<p style="margin-left: 40px;">Example: <em>John Smith, your insurance policy is up for renewal next month.</em><br />
<br />
</p>
<h3>Invoke Curiosity </h3>
<p>
This subject line requires a little more thought. You will need to think about how you can pique interest. A good formula for this type is: Benefits + Curiosity = Interest. <br />
<br />
These are best used when sharing educational or informational information. They allude to the valuable knowledge inside the email. <br />
<br />
</p>
<p style="margin-left: 40px;">Example: <em>Auto Insurance: Are you getting what you pay for?</em><br />
<br />
</p>
<h3>Funny/Playful </h3>
<p>
Insurance is serious business, but your subject lines don’t have to be. Make your recipients laugh or smile, and they won’t have any choice but to open your email and keep reading. Just make sure your audience is receptive to this type of subject line so you don’t offend or miss the mark. <br />
<br />
These are great for <a href="https://www.getitc.com/blog/marketing/2013/10/25/sotheyve-stopped-answering-your-emails-whats-next#.WGZ71lMrKUl">re-engagement</a> or lost customer campaigns. Millennials are also receptive to tongue-in-cheek language. <br />
<br />
</p>
<p style="margin-left: 40px;">Example: <em>Was it something we said?</em><br />
<br />
</p>
<h3>Call to Action </h3>
<p>
You’re used to putting <a href="https://www.getitc.com/blog/marketing/2013/04/23/how-to-create-an-effective-call-to-action-on-your-website#.WG12bFMrKUk">CTAs</a> in the body of your emails, so why not try using them in the subject line, too? Prompt your recipients to take action, but be mindful of being too aggressive with a hard sale. <br />
<br />
These are best used when you want to reinforce a specific action that isn’t monetary. For example, asking for referrals, feedback, or social media followers.<br />
<br />
</p>
<p style="margin-left: 40px;">Example: <em>Tell us how we’re doing.</em><br />
<em></em></p>
<h3>Act Now </h3>
<p>
Induce an immediate sense of urgency by telling your recipients to act now, or risk missing out. Mention limited inventory, approaching deadlines, etc.<br />
<br />
</p>
<p style="margin-left: 40px;">Example:<em> Open enrollment ends Monday!</em><br />
<br />
</p>
<h2>Step Three: Format Your Subject Line</h2>
Now that you’re thinking about what you’re going to say, consider how you’re going to say it. Think about the following:<br />
<br />
<h3>Length </h3>
Common devices display between <a target="_blank" href="https://www.campaignmonitor.com/blog/email-marketing/2015/12/best-email-subject-line-length/">27 and 73 characters</a> for the subject line. I recommend keeping yours around 50-65 characters. You’ll stay within the limits for popular mobile devices and desktop email clients.<br />
<br />
<h3>Capitalization </h3>
<a href="https://www.getitc.com/blog/marketing/2015/06/08/6-ways-to-improve-your-subject-line#.WGZ8E1MrKUl">Avoid ALL CAPS.</a> They can seem aggressive and get your emails sent straight to junk mail.<br />
<br />
<h3>Special Characters </h3>
Punctuation, symbols, and emojis are great ways to get your email to stand out in an inbox. Just be sure they are relevant, legible across all clients/devices, and not overused.<br />
<br />
<h2>Step Four: Analyze, Adjust, Repeat</h2>
As with all other factors of your emails, be sure to track the results of your efforts. Look at your open rates and see what is working and what isn’t. Then adjust your subject line’s tone, format, or type and try again. For more ideas on enhancing your subject line, read our blog about <a href="https://www.getitc.com/blog/marketing/2015/06/08/6-ways-to-improve-your-subject-line#.WGZ8JlMrKUl">6 Ways to Improve Your Subject Line</a>.<br />
<br />
<br />
With so many messages flooding inboxes daily, subject lines are vital. Create a compelling subject line that aligns with your audience and content. Then, you’re well on your way to standing out from the crowd.<br />
<br />
What subject lines have worked for you?urn:uuid:1078Blogging: Step by Step - Agency Marketing BlogJoin SEO coordinator Darmini Kara to learn all about blogging in our next Masters of Marketing webinar. 2017-01-06T09:00:00Z2024-03-19T05:52:04Z<p>As an SEO coordinator, I am constantly encouraging agents to blog. This is one of the most important aspects of online marketing. </p>
<p>But why is this? I will be answering that question during <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=Marketingblog&utm_campaignDK010617&utm_medium=GetITC">our next Masters of Marketing webinar</a>, taking place <strong>Thursday, January 19 at 12 p.m. CT</strong>. </p>
<p>I'll teach attendees how to blog effectively, step-by-step, along with the following:</p>
<p style="margin-left: 40px;">• How to find topics for your agency blog</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>How to post a blog on your <a href="https://www.getitc.com/products/websites/">Insurance Website Builder</a> website<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>How to beautify and optimize your blog<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Blog after care</p>
<p>Attendees will come away with actionable steps to create a successful and engaging insurance blog. </p>
<p>The question is, will you ?<br />
<br />
<a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=Marketingblog&utm_campaignDK010617&utm_medium=GetITC">Register today.</a> </p>urn:uuid:1077ACORD Forms Update (December 2016) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in December 2016.2017-01-05T23:10:33Z2024-03-19T05:52:04Z<p>We've updated the below ACORD forms for users of our agency management system InsurancePro.</p>
<p> </p>
<h2 class="subtitle">Forms with New Revision Date</h2>
<p>
<br />
35 2017/01 replaces 2016/03 - Cancellation Request/Policy Release</p>
<p>
130 2017/01 replaces 2013/09 - Workers Compensation Application</p>
<p>
50 NJ 2016/12 replaces 2005/02 - Temporary State of New Jersey Insurance Identification Card</p>
<p>
50 NJ 2016/12 replaces 2005/02 - Temporary State of New Jersey Insurance Identification Card (set)</p>
<p>
51 NJ 2016/12 replaces 2007/06 - Permanent State of New Jersey Insurance Identification Card</p>
<p>
51 NJ 2016/12 replaces 2007/06 - Permanent State of New Jersey Insurance Identification Card (set)</p>
<p>
177 WI 2011/11 replaces 2003/10 - Wisconsin Automobile Insurance Plan Business Auto Application</p>
<p>
760 ID 2017/01 replaces 2007/03 - Idaho Notice Regarding Replacement<br />
<br />
</p>
<h2 class="subtitle">New Forms</h2>
<p>
<br />
760 DE 2017/01 - Delaware Notice Regarding Replacement</p>
<p>
760 GA 2017/01 - Georgia Notice Regarding Replacement
</p>urn:uuid:1071How Storytelling Can Improve Your Insurance Website - Agency Marketing BlogSpice up your insurance website content with a bit of storytelling. 2017-01-04T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/Storytelling.jpg" alt="storytelling" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />If you want to your <a href="https://www.getitc.com/!/insurance-agency-website?utm_source=MarketingBlog&utm_campaign=DB010417&utm_medium=getitc"><strong>agency website</strong></a> to compete online, you’ll need relevant content on it.<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/10/20/masters-of-marketing-how-to-craft-effective-content-for-your-insurance-website#.WFwhzlMrKUl">This is a statement we make repeatedly at ITC</a>. Consumers expect relevant content as they shop online, be it your website or Amazon.com.<br />
<br />
Relevant content earns the trust of online consumers. Trust closes sales and builds a loyal customer base.<br />
<br />
But, there are tens of thousands of insurance websites in the United States alone. How can you make your website content stand out from the crowd? The answer lies in a storytelling approach.<br />
<br />
Let’s take a closer look at how storytelling can improve your insurance website.<br />
<br />
<h2>The Why</h2>
<br />
When you think of a story, what comes to mind? <em>The Bible</em>? <em>The Knights of the Round Table</em>?<br />
<br />
I’m sure your insurance website wasn’t top of mind when you thought of stories. But, there’s no reason it shouldn’t be.<br />
<br />
Let’s take a closer look at the two examples I listed above. Both have characters who must respond to adversity to reach a destination.<br />
<br />
Now, think about the insurance shopping or claims processes from a consumer’s perspective. There’s a story to tell. <br />
<br />
<h2>The How</h2>
<br />
You don’t need to be Charles Dickens to spin compelling stories. But, there are some general principles to follow for the most success.<br />
<h3>Structure</h3>
<p>
First, take note of the classic story structure. Most stories feature an introduction, rising action, climax, falling action and resolution. <br />
<br />
Here’s an example of these principles in action:</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Introduction (Nikki is a suburban homeowner.)</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Rising action (A storm sends a tree branch through the roof of Nikki’s home. Her upstairs bedroom floods.)</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Climax (Nikki files a claim, and the insurance agrees to cover most of the damage.)</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Falling action (Nikki gets the roof repaired and the water damage rectified.)</p>
<p style="margin-left: 40px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Resolution (Everything’s back to normal, and Nikki isn’t left footing the bill.)</p>
<p> </p>
<p>
This hypothetical story illustrates home insurance better than a list of coverage options. This format is also more effective at inspiring consumers to take action.</p>
<h3>Hero</h3>
Next, choose a hero in the story. Make sure it’s <em>not </em>your agency. It’s tempting to paint an insurance agent as the one who swoops in and saves the day. But, this move can burn consumer trust.<br />
<br />
Consumers are in control of the online marketplace. Make sure they are the hero. In the example from earlier, Nikki is the hero. Consumers reading that story could face a similar situation in their home. Thus, consumers are likely to trust the story.<br />
<br />
Designating the consumer as the hero is critical. It demonstrates the services you offer can help them in the wake of life’s minor speed bumps. And isn’t that what insurance is all about anyway?<br />
<h3>Resonance</h3>
<p>
Finally, you need to make sure the story resonates with insurance consumers. The narrative must be relatable to your audience. <br />
<br />
In the example from earlier, many homeowners are aware of the damage a fallen tree branch can cause. Even if they don’t share Nikki’s experience, the story will resonate.<br />
<br />
To create stories that resonate, you’ll need a thorough understanding of your target consumers. Recognize their insurance-related challenges and frustrations. By writing to this in story form, you’ll be able to spin a tale consumers understand.<br />
<br />
If you don’t have enough information on your clientele, don’t despair. You can still create content consumers will notice. But, it will take a bit of creativity. <br />
<br />
<a href="https://www.youtube.com/watch?v=h4kosQ9L-bg" target="_blank">A recent Farmers Insurance commercial</a> is a great example of this. A dog starts a house fire by leaping for a slice of pizza on the stove. While this scenario is not realistic, its absurdity causes viewers to take notice.</p>
<p>
Ultimately, the purpose of your insurance website is to build a connection with consumers. Use storytelling to craft your website content. Then, you can earn consumer trust and grow your customer base. Get started today to reap the benefits and improve your agency marketing!</p>
<p> </p>
<p>
<em>Want to learn more about the internet marketing solutions ITC provides? <a href="https://www.getitc.com/solutions/agency-marketing/consultation/?utm_source=MarketingBlog&utm_campaign=DB010417&utm_medium=getitc" target="_blank">Contact us for a consultation</a>.</em>
</p>
<p> </p>
<div> </div>urn:uuid:1076Operation Agency Success: SEO is Not All About Content - ITC VideosITC President Laird Rixford explains why SEO for your insurance agency website is not all about content.2017-01-03T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/oas/seo-not-content-laird-rixford.jpg" style="display:none;" /><iframe src="https://player.vimeo.com/video/197900469?color=ff9933&autoplay=1" style="margin-top:8px;" width="654" height="368" frameborder="0"><noframes><img alt="" src="/images/blog/oas/seo-not-content-laird-rixford.jpg"><noframes></iframe>
<p> </p>
<p>ITC President Laird Rixford explains why focusing only on your insurance website's content is a mistake.</p>
<h2 class="subtitle">Related Articles</h2>
<p><a href="https://www.getitc.com/blog/marketing/2016/12/19/seo-must-haves-and-nice-to-haves-for-insurance-agents">SEO Must-Haves and Nice-to-Haves for Insurance Agents</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/12/05/the-most-important-seo-ranking-factors">The Most Important SEO Ranking Factors</a></p>
<p><a href="http://https://www.getitc.com/blog/marketing/2016/11/07/why-you-cant-just-seo-your-insurance-website">Why You Can't Just SEO Your Insurance Website</a></p>
<p> </p>
<h2 class="subtitle">Video Transcript</h2>
<p>You've heard over the past couple of years, and even yes, from me, that content is king, that putting fresh unique content on your website is the best way to get noticed by the search engines. But, today I'm gonna tell you something a little bit different. <br />
<br />
A lot of people now focus on providing a lot of content. They think that the more content that you put on your website the more it's going to get noticed. And sometimes good search engine optimization or SEO is forgotten. A lot of people will often rely on just one strategy, and I'm here to tell you that that's not the best thing to do. You need to rely on multiple strategies and they need to work in concert. <br />
<br />
And, this is where SEO and content marketing work together. Don't focus on just content. And also, don't just focus on SEO. You need to have them work together. By working together that means making sure that your site is optimized for the search engines, that they have robots files, that they have site maps, that they have schema markup and validation, things that the search engines require to say this is a valid site, this site works for us. Once you have the framework of your website well built then that's when you build upon that foundation with content. That content will cause the search engines to come back regularly to keep hitting your site to get the latest and greatest info that you are providing your customers out there. <br />
<br />
I remember a customer coming to us and she was doing fantastic with her content marketing. She was writing blogs every single week. But she wasn't getting the traction on the search engines that we often talk about you'll get with content marketing. We looked at her website and we found that her website was not properly configured. The search engines did not know how to get to that content. They did not know how to reach into her site and grab that content out. <br />
<br />
And that is the key part of SEO is that it's telling the search engines this is how you navigate our site, this is the best practices of visiting our site and where you can find the latest greatest content. And once we were able to fix her site map and get the search engines to properly index her site, her content that she was developing week over week made her site explode, because now the search engines could find it and now they were indexing it. And that is the key to content marketing is that you need to build a foundation with SEO. The website needs to be search engine optimized and then upon that build the content to build a great house.</p>urn:uuid:107210 Content Ideas for January - Agency Marketing BlogLet these ten content ideas carry your insurance agency website into the New Year.2016-12-28T09:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" alt="Ten content ideas for january graphic" src="/images/blog/EmilyKaltmanBlogs/January.jpg" />There’s a chill in the air. But, there is also a feeling of new beginnings and fresh starts. Whether you have personal goals or <a href="https://www.getitc.com/blog/management/2016/12/20/motivating-agency-growth-with-new-years-resolutions#.WFxJFVMrKUl">agency resolutions</a> this January, make it happen! Now is the time to meet challenges head-on. <br />
<br />
In fact, I’m challenging you right now. Use these ten topic ideas in your agency content in January. They can be social media posts, newsletters, or blog posts. If one a month is a bit ambitious, try for one a quarter See if you can do it!<br />
<br />
<strong>1.<span style="white-space: pre;" class="Apple-tab-span"> </span>New Year’s Day - January 1st</strong><br />
<br />
At its most basic level, this day signals a new trip around the sun. What will you accomplish in your next 365 days? You can write a personal blog post reflecting on your goals. <br />
<br />
Don’t have that much time? That’s okay. Add a celebratory message to this month’s newsletter. <br />
<br />
<strong>2.<span style="white-space: pre;" class="Apple-tab-span"> </span>Make Time Fly on Your Next Flight</strong><br />
<br />
Plenty of folks travel by plane every month. But, air travel isn’t an easy, comfortable experience. Write a useful blog post about how to pass the time when stuck on a long flight. <br />
<br />
Try formatting this content as a top five list. You could also create a version for kids. <br />
<br />
<strong>3.<span style="white-space: pre;" class="Apple-tab-span"> </span>Storing Holiday Decorations</strong><br />
<br />
We’re all familiar with it. There’s always a family on the block who still has holiday lights up well into March. Give your clients a push. Offer some helpful packing and storage tips for decorations. <br />
<br />
For example, labeling a series of boxes <em>1 of 5</em> or <em>Front Porch</em> can keep things organized for next year. <br />
<strong><br />
4.<span style="white-space: pre;" class="Apple-tab-span"> </span>Driving on Ice and Snow</strong><br />
<br />
If your agency serves the southern region of the country, this may prove invaluable. Write up some driving tips for icy and snowy weather. Some folks don’t have much experience and could use the help. This kind of <a target="_blank" href="https://www.getitc.com/blog/marketing/2016/08/24/how-to-use-evergreen-blogging-to-grow-your-insurance-website#.WFxJNVMrKUl">evergreen content</a> can easily be turned into a graphic and shared online. <br />
<br />
<strong>5.<span style="white-space: pre;" class="Apple-tab-span"> </span>Fruitcake Toss Day – January 3rd</strong><br />
<br />
Yes, it’s finally time to get rid of that old fruitcake from four weeks ago. Make a fun event out of it with your office and see who can toss it the farthest! Make sure to caution players not to toss this dense dessert at anyone. Don’t forget to document this obscure holiday for social media. <br />
<br />
<strong>6.<span style="white-space: pre;" class="Apple-tab-span"> </span>Avoiding Frozen Pipes</strong><br />
<br />
When the temperatures dip below freezing, there are precautionary steps to protect your pipes. Home and renters insurance clients alike can use this information. First-time homeowners and renters will especially need this.<br />
<br />
<strong>7.<span style="white-space: pre;" class="Apple-tab-span"> </span>MLK Day - January 16</strong><br />
<br />
MLK Day is always observed on the third Monday of January. This holiday, designated in 1986, marks civil rights leader Martin Luther King Jr’s birthday. Commemorate this holiday by posting your favorite quotes. <br />
<br />
<strong>8.<span style="white-space: pre;" class="Apple-tab-span"> </span>Winter Sports Safety </strong><br />
<br />
Skiing, snowboarding, snowmobiling and hiking. That’s just the tip of the iceberg when it comes to winter sports. Each come with their own set of hazards and safety measures. It can also be easy to turn this style of content into a series. <br />
<br />
<strong>9.<span style="white-space: pre;" class="Apple-tab-span"> </span>Eating Healthy </strong><br />
<br />
People will be flooding to the gym this month with all sorts of fitness goals. But, it’s important to remember diet has as much (if not more) of an effect on your body. Encourage readers to make good choices at the grocery store with healthy eating tips. Their bodies will thank them for it!<br />
<br />
<strong>10.<span style="white-space: pre;" class="Apple-tab-span"> </span>Chinese New Year – January 28</strong><br />
<br />
In Chinese astrology, every year represents an animal. The rooster will reign supreme in 2017. Post about the fun events going on in your community on your Facebook page. You can do something as simple and fun as going to eat Chinese food for lunch. <br />
<div> </div>urn:uuid:1073ITC 2016 Year in Review - ITC VideosWatch out 2016 recap video about life at ITC.2016-12-27T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/oas/yearend2016.jpg" style="display:none;" />
<p><iframe src="https://player.vimeo.com/video/196737442?color=ff9933&autoplay=1" style="margin-top:8px;" width="654" height="368" frameborder="0"> &lt;noframes&gt;&lt;img alt="" src="/images/blog/oas/yearend2016.jpg"&gt;&lt;/noframes&gt;</iframe> </p>
<p>Life is good at ITC, and we had a great time in 2016. Take a look at some of the fun and memorable moments the past year held for us. We can't wait to see what's in store for 2017! </p>
<p> </p>urn:uuid:1068Top 10 Agency Marketing Blog Posts in 2016 - Agency Marketing BlogThese are the ten agency marketing blog posts on GetITC.com that you thought were the most worthy of your time in 20162016-12-21T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/BeckySchroederBlogs/top-ten.jpg" alt="Top 10 Icon" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" />December is about more than crowded malls or packed schedules. It’s also a time to reflect on the past year <a href="https://www.getitc.com/blog/management/2016/12/20/motivating-agency-growth-with-new-years-resolutions#.WFgBRVMrKUk">while we get ready for the new one</a>.<br />
<br />
In 2016, we’ve published 115 posts, including this one, to our marketing blog. It’s always a fun exercise to see which of our posts were the most popular.<br />
<br />
To get our top 10 list, we look at both pageviews and time spent on page in Google Analytics. The most popular topics in 2016? Read on to find out which ones made the list, and catch up on what you may have missed during the year.<br />
<br />
Thanks for reading our marketing blog posts at GetITC.com. Here’s to more great agency marketing conversations in 2017!<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/10/03/what-ios-10-means-for-email-marketing#.WFf9DlMrKUk"><strong>10. What iOS 10 Means for Email Marketing</strong></a><br />
A few weeks ago, Apple released an updated operating system. We now live in the world of iOS 10. Lucky for you, I have scoured the internet to see what this means to the world of email marketing. We can all get through this new world order in one piece.<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/08/10/6-things-the-worst-insurance-agency-websites-have-in-common#.WFf9OVMrKUk"><strong>9. 6 Things the Worst Insurance Agency Websites Have in Common</strong></a><br />
Once, in a galaxy far, far away, it was acceptable to have a sparse website. Websites were more of an online business card than a lead generation tool. Now, insurance website design has come a long way, and consumers expect a lot more. <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/03/07/21-ideas-for-marketing-your-insurance-agency-website#.WFf9T1MrKUk"><strong>8. 21 Ideas for Marketing Your Insurance Agency Website</strong></a><br />
Getting traffic and leads from your website doesn’t magically happen. Website success takes work. There is no silver bullet. No magic pill. If you want consumers who have never heard of you to find your website, you have to do the legwork. <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/11/09/email-personalization-its-not-what-you-think-it-is#.WFf9Y1MrKUk"><strong>7. Email Personalization: It’s Not What You Think It Is</strong></a><br />
It’s time to stop treating your email database as one big group of people who want to receive the same email. Each of your contacts is a unique individual who deserves a tailored email experience. Here are a few simple ways to take your emails to the next level with personalization.<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/05/18/why-google-my-business-matters-for-your-insurance-agency#.WFf9dFMrKUk"><strong>6. Why Google My Business Matters for Your Insurance Agency</strong></a><br />
Say there was an opportunity to guarantee visibility for highly targeted searches in your area. You’d jump at it, right? Well, that opportunity exists. It’s called Google My Business.<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/02/24/google-buries-insurance-search-results-under-more-ads#.WFf9g1MrKUk"><strong>5. Google Buries Insurance Search Results Under More Ads</strong></a><br />
Google has done away with search ads in the right sidebar of their results pages. It has also added a fourth ad at the top of the page for searches it considers to be highly commercial. Getting your insurance website to show up in search results just got a lot tougher.<br />
<a href="https://www.getitc.com/blog/marketing/2016/12/07/keeping-the-magic-alive-4-ways-to-keep-your-website-fresh#.WFf9lFMrKUk"><strong><br />
4. Keeping the Magic Alive: 4 Ways to Keep Your Website Fresh</strong></a><br />
Just because your website is live, it does not mean your work is over. The expectation of success without work is a false one. You need to work to keep it fresh, or suffer the consequences. Here are some simple tips to keep your insurance website fresh and inviting long after it goes live.<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/12/05/the-most-important-seo-ranking-factors#.WFf9oFMrKUk" target="_blank"><strong>3. The Most Important SEO Ranking Factors</strong></a><br />
While Google has more than 200 ranking factors, some are more important than others. Here are the three most important ranking factors to consider when working on your SEO.<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/08/08/life-insurance-the-new-commodity-or-passive-income-stream#.WFf9sVMrKUk"><strong>2. Life Insurance: The New Commodity or Passive Income Stream</strong></a><br />
Offering life insurance quotes on your insurance website is important. It increases the likelihood a shopper becomes a buyer. Good news for ITC customers… Insurance Website Builder now integrates with NinjaQuoter.com to provide consumers online life insurance quotes.<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/02/15/how-can-my-insurance-agency-use-instagram#.WFf9vVMrKUk"><strong>1. How Can My Insurance Agency Use Instagram</strong></a><br />
There is marketing potential in Instagram you’re missing out on. They’ve also made it even easier for you to manage multiple accounts now. So, if you’re ready to take on a new social media platform, Instagram is your best option.urn:uuid:1069Motivating Agency Growth With New Year’s Resolutions - Agency Management BlogMake a resolution for your agency and get inspired for the new year.2016-12-20T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/BeckySchroederBlogs/goldfish-jumping.jpg" alt="goldfish jumping from small bowl to large bowl" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />We still have a few shopping days left before Christmas. But, it’s not too early to start thinking about those New Year’s resolutions.<br />
<br />
Normally, we think of resolutions as something to do with our personal lives. Like lose weight, get out of debt or declutter and get organized.<br />
<br />
But what about your agency? Have you ever considered setting a professional resolution for yourself or your agency?<br />
<br />
There’s something inspirational about resolutions, especially this time of year. The turning of the calendar from one year to the next is a perfect time for reflection. To reflect on what you’ve done, what’s worked, what hasn’t and what you want to change.<br />
<br />
With everything happening in the industry, you might set a resolution or two to motivate you. Because status quo won’t last long.<br />
<br />
Here are five resolutions to inspire your goals for change and growth in 2017.<br />
<br />
<strong>Rise to the insurtech challenge</strong><br />
The insurtech movement is a reality. A few years ago, you could google the term and wouldn’t find any results. Now, there are almost 500,000 results. That should tell you something about what’s happening in our industry.<br />
<br />
Not all these startups are the same. Some want to remove independent agents from the insurance transaction completely. Some want to work with agents to provide consumers with a better experience.<br />
<br />
<a href="https://www.getitc.com/blog/management/2016/10/18/the-insurtech-revolution-why-optimism-isnt-enough#.WFf_Q1MrKUk">Optimism is not going to be enough</a> to compete with these startups that want to take a piece of your pie. You have to <a href="http://www.insurancejournal.com/blogs/itc-insurance-technologies-corporation/2016/12/07/434556.htm" target="_blank">be willing to change</a>. <br />
<br />
Take an honest look at your agency. What can you change? What can you improve? Where are you losing potential leads? Why are you not closing sales? <br />
<br />
These are the holes you need to fix. If you don’t, you’re driving consumers to these startups who will give them what they want.<br />
<strong><br />
Work ON your business, not in it</strong><br />
Time is the one resource you can’t get more of. As an agency owner, the best way to get the most out of your time is to invest it in your business. <br />
<br />
<blockquote style="color:#b32317; magin: 20px; width 95%; display: block; font-size: 24px; font-style: italic; text-align: center;">You can’t direct the symphony if you are always playing the violin.</blockquote>
<p>
<br />
The owners of agencies that are growing and succeeding don’t focus only on sales or service. Instead, they’re mainly focused on these three areas: employee development, marketing and operations.<br />
<br />
<em>Employee Development</em><br />
<a href="https://www.getitc.com/blog/management/2016/01/19/hiring-the-right-salespeople#.WFf_51MrKUk">Hire the best person</a> for the job. Train your team in your processes and operations, and coach them. Then get out of their way so they can do their thing.<br />
<br />
<em>Marketing</em><br />
The <a href="https://www.getitc.com/blog/marketing/2016/11/16/what-the-top-insurance-agencies-know-about-marketing-that-you-dont#.WFf_-lMrKUk">top agencies know that marketing is an investment</a> of money and time. They also know it’s an investment in their future. What are you currently doing to market your agency? What can you be doing better?<br />
<br />
<em>Operations</em><br />
What technology, agency management system and comparative rater are you currently using? <a href="https://www.getitc.com/blog/management/2016/08/16/are-you-fully-using-the-insurance-agency-software-you-have#.WFgAG1MrKUk">Are you using it fully?</a> Are you taking advantage of all the features that are available to you?<br />
<br />
<strong>Make it easy for people to do business with you</strong><br />
Consumers always have and always will go the path of least resistance. Technology has made shopping for any product and service easier, including insurance.<br />
<br />
There's a lot of talk about insurtech startups disrupting and changing our industry. But, the true revolution is coming from consumers and what they want.<br />
<br />
It’s not just about meeting expectations. It’s about how easy you are to work with. <a href="https://www.getitc.com/blog/management/2016/07/19/why-you-need-to-make-it-easy-for-consumers#.WFgAQ1MrKUk">Not making the experience to buy from you easy</a> will kill your opportunity to win business. <br />
<br />
Look again at the insurtech startups. These companies saw a huge gap between what we offer consumers and what consumers want. They’re focusing on making the research, buying, and claims processes easy and transparent.<br />
<br />
You can do the same things they’re doing. The same insurance technology they are using is available to you. The first step is to take a hard look at your agency operations. <br />
<br />
Here’s one example. Do you force consumers to print, sign, scan and then email (or worse, fax) that form back to you? Or, are you using esignatures? Which do you think is easier? Which would your clients prefer?<br />
<br />
If you don’t know, ask. Use surveys to find out what your clients think of your agency. Listen to what they say and be willing to change.<br />
<br />
<strong>Focus on securing your data<br />
</strong>
This resolution goes along with working on your business, not in it. But, it’s such an important topic that I want to talk about it separately.<br />
<br />
<a href="https://www.getitc.com/blog/management/2016/06/21/why-data-security-is-critical-to-your-agency#.WFgAoVMrKUk">Data security is crucial to your agency</a>. You don’t have to be a large corporation to be a target. If you don’t start taking steps to secure your data, you are risking everything.<br />
<br />
Start using <a href="https://www.getitc.com/blog/management/2016/11/15/better-passwords-the-first-step-in-securing-your-data#.WFgAtFMrKUk">stronger passwords</a>. Create a password policy for your agency and enforce it. <br />
<br />
Look at the technology you use. Are you using old computers? Get new ones. Are you using software that is not updated or no longer supported? Update and patch or upgrade.<br />
<br />
What does your vendors’ security policy look like? Do they offer <a href="https://www.getitc.com/release/2016/08/03/turborater-becomes-first-comparative-rater-to-provide-two-factor-authentication#.WFgAzFMrKUk">two-factor authentication</a>? Are they doing security audits?<br />
<br />
Data security costs money. But a data breach will cost you more. Start focusing on data security for the future of your agency.<br />
<br />
<strong>Seize learning opportunities</strong><br />
You don’t know what you don’t know. And that can be dangerous.<br />
<br />
There are many resources available to you. Some you can access from your office. Like this blog, podcasts or <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=managementblog&utm_campaign=BS122016&utm_medium=GetITC">webinars</a>.<br />
<br />
Some resources you have to get out of the office. Maybe even travel. There are many conferences and other events in the industry you can attend. <br />
<br />
Like <a href="http://www.agentconference.org/">ITC Agent Conference</a>, April 20-21, 2017 in the Dallas area. We’ve <a href="http://www.agentconference.org/agenda">packed the two-day event</a> with informative breakouts and fantastic speakers. You’ll get tips and ideas you can implement in your agency. Plus, you’ll have opportunities to learn from other successful agents. <br />
<br />
(<a href="http://www.agentconference.org/registration">Register in December</a>, and we’ll enter you into a drawing for a free SEO consultation. It'll be a one-on-one session at the conference with one of our experts. AND you’ll save $100 on the standard registration price with the early early bird discount. Don’t wait though. Both the drawing and discount end December 31, 2016.)<br />
<br />
Use the resources available to you to learn and improve your agency. Find a conference that offers content on topics you want to learn more about. Invest in learning what you need to so you can grow your agency.</p>
<p> </p>
<p >
If you’re feeling overwhelmed about the challenges ahead of you, set a resolution for your agency. You might find yourself inspired to make the changes you need to make.<br />
<br />
<em><a href="https://www.getitc.com/blog/tag/modern_agency/">The Modern Agency</a> monthly blog series discusses various topics related to the success and growth of independent insurance agencies in the modern market.</em></p>
<div> </div>urn:uuid:1070What's in Hot Fix 6.0.39.20 of InsurancePro - Agency Management BlogThese are the changes in the recent hot fix of ITC’s agency management system InsurancePro.2016-12-20T06:00:00Z2024-03-19T05:52:04Z<p>These are the enhancements we did in the recent hot fix of agency management system InsurancePro (Release 6.0.39.20).</p>
<ul class="ulstyle-bullets">
<li>The last selection made for printing receipts will be saved on the user's machine.</li>
<li>Increased the number of invalid login attempts from three to five before it locks a user out.</li>
<li>Corrected breakdown of payment methods on the summary printout.</li>
<li>Corrected an issue with processing some al3 files.</li>
<li>Corrected an issue with the commercial auto quote sheet not populating the address to the policy details.</li>
<li>Corrected an issue with doubling attachments when forwarding emails from client record.</li>
</ul>urn:uuid:1067SEO Must-Haves and Nice-to-Haves for Insurance Agents - Agency Marketing BlogOur top three SEO musts for insurance agency websites, plus three more nice-to-haves. 2016-12-19T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/JoshBoweBlogs/tablet.jpg" alt="man holding tablet" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />The world of search engine optimization (SEO) is a big and confusing place. The landscape changes fast and often. If you don’t keep up, it’s easy to get left behind as a new update dominates the search engines.<br />
<br />
As a busy insurance agent, it’s tough to keep up. Not to worry, though. <br />
<br />
Despite the changing world of SEO, there are still must-haves you’ll always need. Make those priority one for your <a href="https://www.getitc.com/!/insurance-website?utm_source=marketingblog&utm_campaign=JB121916&utm_medium=GetITC">insurance website</a>. <br />
<br />
When you have a handle on the basics, there are a few more nice-to-haves. <br />
<br />
<h2>Must-Haves</h2>
<br />
<strong>Blogging</strong><br />
<br />
Google notices when a website is dormant or updated. There’s an easy way to update your insurance website. Getting fresh, new content on your website can get your site ranking higher. <br />
<br />
<a href="https://www.getitc.com/blog/tag/blogging/">Blogging </a>is a tried and true method. The key here is consistency. Even one blog post per month with good, descriptive titles will help. <br />
<br />
Write about things your own clients have asked you about. Update them on your business if there are new hires or changes. And, if you’re involved in the community, show it! <br />
<br />
<strong>Local Search </strong><br />
<br />
If you’re trying to go after Texas auto insurance, good luck. Unless you’re a big agency, it’ll be tough to get noticed. Those popular keywords are expensive and competitive.<br />
<br />
If you’re just starting out with SEO, target your local demographic. Start with your city, community, or area. <br />
<br />
People in your town are searching for insurance. It’s a lot less competitive on the search results page for Frisco auto insurance. <br />
<br />
To achieve this, include your target locale on the home page and page titles after your business name.<br />
<br />
<strong>Mobile </strong><br />
<br />
A couple years ago, this would have fallen in the <em>nice-to-haves</em> category. <a href="https://www.getitc.com/blog/marketing/2016/11/28/insurance-marketing-in-the-age-of-digital-transformation#.WFRBlLIrJhF">Not anymore</a>. <br />
<br />
More and more of today’s consumers use search on their phones. Thus, Google is putting huge importance on mobile search results and traffic. <br />
<br />
It can be a little scary to optimize for mobile. But, the basic rule of thumb is to keep it simple and clean. <br />
<br />
Think about the websites you have visited on your phone. Try applying those elements to your insurance website. <br />
<br />
A good place to start is getting rid of pop-up ads. Keep your <a href="https://www.getitc.com/blog/marketing/2015/10/28/7-steps-to-optimizing-images-for-seo#.WFRBqLIrJhF">titles and meta descriptions</a> lean to account for less screen space. And, optimize for local search! How many times have you searched for a local business on your phone? <br />
<br />
<h2>Nice-to-Haves</h2>
<br />
<strong>Backlinks </strong><br />
<br />
Backlinks are great boosters to SEO. They are links on other websites that lead to your site. If other websites are linking back to yours, Google takes notices and gives you a higher ranking. <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2012/02/06/white-hat-seo-black-hat-seo#.WFRCWbIrJhF">Don’t use shady tactics to get backlinks</a>. Setting up crummy websites just to link back to yours is not advisable. <br />
<br />
Google can tell the difference between a good link from a good website and <a href="https://moz.com/blog/whiteboard-friday-link-farming" target="_blank">link farming</a>. Connect with local businesses in your area to set up links to each other’s websites. <br />
<br />
<strong>Reviews </strong><br />
<br />
This is almost a <em>must-have</em>, but a lot of reviews can be out of your power. Reviews are crucial to good SEO. <br />
<br />
Encourage clients to leave reviews after visiting your website or agency. Use promotional materials (signs, advertisements, etc.) to remind clients to post a review. <br />
<br />
They can review your agency on Google, Yelp, or your website. Once you have a good crop of reviews, feature them on your agency website! <br />
<br />
Online testimonials are a great look for any business, no matter the SEO advantages. <br />
<br />
<strong>Business Listings</strong> <br />
<br />
Online business listings on Yelp, Yellow Pages and Angie’s List boost your SEO profile. <br />
<br />
Duplicate listings are common, as are listings made without your involvement. Track down your agency on these websites and correct any mistakes you see. Make sure all information is current. Delete duplicate listings. <br />
<br />
Your business name, address and phone number should match the one on your agency website. Google doesn’t like getting confused or decoding which information is the right one. <br />
<br />
Then, go about adding more to networks you’re not listed on!<br />
<br />
<br />
These SEO must-haves and nice-to-haves are a great starting point. As an independent agent, these tactics can separate you from your competition. <br />
<br />
Remember: Your agency isn’t visible to online customers if it isn’t visible to Google. <br />
<div> </div>urn:uuid:1066Masters of Marketing - Signed, Sealed, Delivered: Get Your Emails Into Inboxes - Agency Marketing BlogEmail deliverability is often the root of many common email marketing problems. Here's what you can do. 2016-12-15T13:00:00Z2024-03-19T05:52:04Z<p>In the December 2016 edition of<a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=marketingblog"> Masters of Marketing</a>, AgencyBuzz Coordinator Heather Galloway discussed the topic of email deliverability.</p>
<p>Email deliverability is a crucial element to any email marketing efforts your insurance agency employs. Often, deliverability is the root of common problems insurance agents face with email marketing. </p>
<p>Learn how to diagnose, treat, and monitor your email deliverability by<a href="https://attendee.gotowebinar.com/register/5569715059467651073" target="_blank"> viewing a recording here</a> or the slides below.</p>
<p> </p>
<iframe src="//www.slideshare.net/slideshow/embed_code/key/HQsspCgC72lcCu" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;"> </iframe>
<div style="margin-bottom:5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/signed-sealed-delivered-getting-your-emails-into-inboxes" title="Signed, Sealed, Delivered: Getting Your Emails Into Inboxes" target="_blank">Signed, Sealed, Delivered: Getting Your Emails Into Inboxes</a> </strong> from <strong><a target="_blank" href="//www.slideshare.net/InsTechCorp">Insurance Technologies Corporation (ITC)</a></strong> </div>
<p> </p>
<p><a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=marketingblog">J</a><a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=marketingblog">oin us for the next Masters of Marketing</a> on Thursday, January 19! SEO Coordinator Darmini Kara will discuss Blogging: Step by Step. </p>urn:uuid:1065Top Trends for Insurance Website Design in 2017 - Agency Marketing BlogOur predictions for the top website design trends of 2017 can be incorporated into your insurance agency website. 2016-12-14T09:00:06Z2024-03-19T05:52:04Z<p><img src="/images/blog/TinoIzuoraBlogs/webpage.jpg" alt="flat illustration of webpage" style="width: 300px; height: 193px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />2017 is almost here, and with it comes new design trends. <br />
<br />
In 2016, <a href="http://www.creativebloq.com/web-design/parallax-scrolling-1131762" target="_blank">parallax effects</a> and <a href="https://www.getitc.com/blog/marketing/2013/11/11/why-are-more-people-switching-to-flat-design#.WFA44rIrJhF" target="_blank">flat design</a> was everywhere. <a href="https://material.google.com/" target="_blank">Material design</a> even found a place among the hearts of many. <br />
<br />
These trends won’t go out of style as the clock nears midnight on December 31. But, we can also look forward to seeing new designs that focus on user experience, smart navigation, and modularity. <br />
<br />
<strong>User Experience</strong><br />
<br />
Web design is trending toward customer-centric practices and technologies. <a href="https://www.nngroup.com/articles/definition-user-experience/" target="_blank">User experience (UX)</a> reigns king. <a href="https://www.getitc.com/!/insurance-website-designs?utm_source=marketingblog&utm_campaign=TI121416&utm_medium=GetITC"><strong>Insurance website design</strong></a> is no different. A great design means nothing if it lacks intuition and simplicity. <br />
<br />
If you bog your website down with irrelevant content, pop-ups, and java elements you’re heading back in time. Websites with good UX are fast, intuitive and attractive. Consumers want to buy insurance, not waste time.<br />
<br />
<strong>Smart Navigation</strong><br />
<br />
How many times have you come across a website that was a chore to navigate? Did you even make it past the front page? Smart navigation shows up exactly when and where the user needs it. For example, <a href="https://www.facebook.com/" target="_blank">Facebook </a>and <a href="https://plus.google.com/+Moveableonline" target="_blank">Google+</a> already use smart navigation. As you navigate and explore, notice how the navigation changes depending on the page you’re on. Smart navigation will help your website stand out from your competition. <br />
<br />
<strong>More Modularity<br />
</strong><br />
Look at the above paragraph again. Now, keep reading this section. <br />
<br />
Instead of writing about what modularity is and how you can use it, I’ll show you.<br />
<br />
Done.<br />
<br />
No one likes to read long blocks of text. Our attention spans are short. In 2017, they’re not going to get longer. <br />
<br />
We want things done <em>now</em>. And if not <em>now</em>, as close to <em>now</em> as possible because we cannot wait. <br />
<br />
By dividing content in bitesize pieces, it’s easier to digest, and your users will love you for it. </p>
<p >2017 will be the year of the user. Innovations in web design will continue to focus on making the user’s life easier. Speed and ease will win. Isn’t that the whole goal of selling insurance online?</p>urn:uuid:1064This is the Way: Kelly Donahue-Piro from Agency Performance Partners - Agency Rating BlogThis is the way Kelly Donahue-Piro, founder and president at Agency Performance Partners, works.2016-12-13T09:00:00Z2024-03-19T05:52:04Z<p> </p>
<p><img alt="This is the Way: Kelly Donahue-Piro" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/KellyPiro/This-is-the-Way.jpg" /></p>
<p>After Kelly Donahue-Piro graduated from Bentley College, she started working as a bank teller. She got a taste of the insurance industry through the bank’s program to drive leads to the insurance team.<br />
<br />
Eventually Kelly found her way to an insurance digital marketing firm, where she was part of a service team that was named the most valuable part of the entire system for four consecutive years. In 2014 she launched Agency Performance Partners to help agents with their growth and management strategies.<br />
<br />
“I like this industry because it’s full of great people, it’s a career, and you 100 percent get to help people.”<br />
<br />
This is the way Kelly Donahue-Piro works. <br />
<br />
<><><><br />
<br />
<strong>Location: </strong><br />
<br />
Cranston, Rhode Island<br />
<br />
<strong>Current gig: </strong><br />
<br />
Partnering with insurance agencies to make them ridiculously amazing. <br />
<br />
<strong>One word that describes how you like to work. </strong><br />
<br />
A lot<br />
<br />
<strong>Current mobile device: </strong><br />
<br />
Apple iPhone 6 Plus<br />
<br />
<strong>Current computer: </strong><br />
<br />
Surface<br />
<br />
<strong>Project(s) you’re currently working on: </strong><br />
<br />
Agency Academies where we partner with carriers on six-month training programs for 15-20 agencies, WIN Womens Insurance Network a mastermind group for women-owned agencies of $1 million+ in revenue, APPX a customer experience model for agencies and developing a division where we can be an outsourced chief marketing officer. <br />
<br />
<strong>Accomplishments you’re proud of: </strong><br />
<br />
Surviving two-plus years in business, opening a second company Agency Appeal, and employing 10 people!<br />
<br />
<strong>What are your goals for the next 12 months? </strong><br />
<br />
Continuing to grow as a company and as a person to better serve clients and potential agencies to thrive within the industry. <br />
<br />
<strong>What are your biggest challenges? </strong><br />
<br />
Traveling/being on the road. While this is a good thing for business, it can make things a little challenging. <br />
<br />
<img alt="Kelly" style="width: 500px; height: 627px; margin-top: 5px; margin-bottom: 5px;" src="/images/blog/ThisistheWay/KellyPiro/kelly-escalator.jpg" /><br />
<strong><br />
What technology, apps or tools can’t you live without? </strong><br />
<br />
Cell phone, Hubspot, Insightly, Tripit, Expensify and now Alexa!<br />
<strong><br />
What’s the most recent app you’ve downloaded but have yet to use? </strong><br />
<br />
A recent rental car needed me to download an app to use Bluetooth. I’ll probably never open it again. <br />
<br />
<strong>Describe your workspace. </strong><br />
<br />
A cozy, branded office (with colors and textures in our brand’s black and gold) on the third floor with dogs who come to visit and my awesome team by my side. <br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
CRM tools like Insightly and Hubspot, as well as email/text communication. <br />
<br />
<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
If you can finish it in five minutes, do it! If not, put the task into a CRM tool or a to-do list to accomplish later. Make sure you attach a due date to that task!<br />
<br />
<strong>What does a typical day look like for you? </strong><br />
<br />
Wake up at 4:50, walk the dog, and accomplish a few chores. Then, head to the gym at 6 a.m. to have my butt kicked, hop in the shower, and head to an agency. Work with the team on their performance plan, drive home, and generally make three to four calls to clients, make dinner, grab a glass of wine, finish email, and asleep by 9:30!<br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
Waking up early and getting in a good workout to get me ready to tackle the day!<br />
<strong><br />
What do you listen to while working? </strong><br />
<br />
Clients’ voices<br />
<br />
<strong>What are you currently reading? </strong><br />
<br />
“Mistakes Millionaires Make”<br />
<br />
<img alt="Kelly in group" style="width: 500px; height: 375px; margin-top: 5px; margin-bottom: 5px;" src="/images/blog/ThisistheWay/KellyPiro/Kelly-crowd.jpg" /><br />
<strong><br />
How do you decompress? </strong><br />
<br />
Relaxing with a good book on the couch with my pup Roxie <br />
<br />
<strong>Night owl or morning person? </strong><br />
<br />
Morning person <br />
<br />
<strong>Who are your business idols and why? <br />
</strong><br />
Richard Branson, Chris Paradiso, Mike Stromsoe, Claudia McClain, Donna Yother, and Patty Lares<br />
<br />
<strong>What’s your favorite blog and/or podcast? </strong><br />
<br />
Anything <a target="_blank" href="https://twitter.com/garyvee">Gary V</a><br />
<br />
<strong>Favorite social network? </strong><br />
<br />
Facebook<br />
<br />
<strong>What’s the best advice you’ve ever received? </strong><br />
<br />
If it won’t matter in one year, stop worrying.<br />
<br />
<strong>If you could switch jobs with someone, who would it be? </strong><br />
<br />
No one, I really love what I do. <br />
<strong><br />
Who would you like to see in a future This is the Way post? </strong><br />
<br />
Mike Stromsoe</p>
<em>The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a target="_blank" href="http://twitter.com/instechcorp">Tweet us</a> or leave it in the comments below.</em>urn:uuid:1063How to Impress & Engage Your Clients Over the Holidays - Agency Marketing BlogDon’t go the usual route for your agency’s holiday mailings this year. 2016-12-12T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/MalikaJamesBlogs/presents.jpg" alt="holiday presents" style="width: 300px; height: 196px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Think back to last holiday season. You likely don’t think about emails from different brands, or even the one your agency sent out. <br />
<br />
But, what if I told you that could change? What if I told you next year you’ll be trying to outdo the email you sent out this holiday season?<br />
<br />
It’s possible. Below are three tips for impressing contacts over the holiday season and increasing engagement. <br />
<br />
<strong>Show Some Personality<br />
</strong><br />
A large part of your agency’s branding is about your personality. <br />
<br />
Are you laid back, family style agents, or smooth, quick talking professionals? Use it. The holidays are a great time to reinforce your brand’s personality. <br />
<br />
Think of your business as a living, breathing person. How would he say “Seasons Greetings?” Is he an edgy guy who’d throw bright colors and exciting video into his email? <br />
<br />
Or, does he prefer a simple classic message? Maybe he’d put a tap dancing Santa in an email. Maybe he’d make your team sing a Christmas carol in an email. <br />
<br />
Your clients want to know this guy, your personality. Show them exactly who he is. <br />
<br />
<strong>Appeal to the Heart of the Season</strong><br />
<br />
Think of a Christmas card you’ve received that really touched you. The kind you kept after the season was over. Maybe you still have it. <br />
<br />
Why did you love it so much? What about the language and imagery connected so strongly with you? <a target="_blank" href="https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy">Research shows</a> emotional response plays a greater role in buying decisions than ad content.<br />
<br />
Sometimes, a holiday message speaks to someone because it’s personal. Sometimes it’s because the message is uplifting. Sometimes it’s because the imagery evokes good feelings. You are capable of doing all three. <br />
<br />
You can send an email that has an uplifting message and touching imagery that is personal. Just think about the joy the season brings and tap into that. <br />
<br />
Some tips:</p>
<p style="margin-left: 40px;">•<span style="white-space: pre;" class="Apple-tab-span"> </span>Be genuine, not cliché. </p>
<p style="margin-left: 40px;">•<span style="white-space: pre;" class="Apple-tab-span"> </span>Consider adding a personal story or idea related to the season. For example, a story of family coming together for the holidays against all obstacles. Or, advice from your grandmother about gratitude and love. </p>
<p style="margin-left: 40px;">•<span style="white-space: pre;" class="Apple-tab-span"> </span>Use imagery that pulls at the heartstrings. Go by feeling. If an image gives you warm fuzzies, you’re on the right track. <br />
<br />
</p>
<p><strong>Try Not Mentioning Your Products or Services at All<br />
</strong><br />
It’s the fourth quarter, and everyone is trying to end their fiscal year on a high note. And by everyone, I mean retailers and all the other companies that are emailing your clients. <br />
<br />
All month, your clients are getting emails trying to squeeze out that last penny for the year. Don’t be a part of the crowd. <br />
<br />
Instead, imagine receiving an email from a business owner. It’s a letter thanking you for your business and telling you what the holiday means to her. Something so simple and honest, it tugs at your heartstrings. <br />
<br />
Or, imagine an email that makes you laugh - whether it’s at the people inside of it or with them. It’s an email that makes you feel good and reminds you how much fun this time of year can be. <br />
<br />
That is the email your clients will remember and thank you for.<br />
<br />
This holiday season, stand out from the crowd. Set yourself apart in your clients’ cluttered inboxes. A sincere, thoughtful approach to your agency’s holiday email will be more successful. </p>urn:uuid:1061Keeping the Magic Alive: 4 Ways to Keep Your Website Fresh - Agency Marketing BlogTo get the most out of your new insurance website, freshen it up regularly with these five tips.2016-12-07T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/MattBlogs/laptop.jpg" alt="typing on laptop keyboard" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" />“Are we done, now?”<br />
<br />
A customer asked me that question the other day after I took their website live. It seems innocuous enough. <br />
<br />
I’m sure they just meant their time with me, but it made me think. Does anybody truly believe their involvement in their website is over once it goes live? <br />
<br />
George Lucas once said, in reference to Star Wars, “A movie is never completed. It is only abandoned.” This is why you can find <a href="https://en.wikipedia.org/wiki/Star_Wars#Saga_films" target="_blank">3 completely different incarnations of the same Star Wars saga</a>. <br />
<br />
Some of the changes Lucas made have been… questionable. But, he may have been on to something. If you want to keep something fresh, it can’t sit dormant. <br />
<br />
A website, much like the beloved Star Wars franchise, can’t fall into the dusty annals of history. Just because your website is live, it does not mean your work is over.<br />
<br />
As a website consultant, I see too many people fall into that trap. They get this gorgeous website, and once it goes live, they sit back, relax and wait for the hits to come rolling in. <br />
<br />
I’m here to tell you: the expectation of success without work is a false one. <a href="https://www.getitc.com/blog/marketing/2013/12/30/5-ways-to-revive-a-stale-insurance-website#.WEHzYrIrKUl">You need to work to keep it fresh</a>, or suffer the consequences.<br />
<br />
Here are some simple tips to keep your <a href="https://www.getitc.com/!/insurance-website?utm_source=marketingblog&utm_campaign=MF120716&utm_medium=GetITC">insurance website </a>fresh and inviting long after it goes live: <br />
<br />
<strong>1. Blog! </strong><br />
<br />
Why the excitement? I want to convey the importance of this point. <br />
<br />
When consulting agents about their websites, I tell them blogging helps in two ways. <br />
<br />
First, it’s a way to stay connected with your clients. Insurance websites tend to be so impersonal, it’s nice to have a real human voice to connect to. Some clients will be more drawn to you if they see you are a part of their community. <br />
<br />
The other benefit of <a href="https://www.getitc.com/blog/marketing/2016/08/24/how-to-use-evergreen-blogging-to-grow-your-insurance-website#.WEHzj7IrKUk">blogging is search engine optimization (SEO)</a>. One thing search engines want to see is unique content. By blogging, you use your own voice, and that will pay dividends in the end. <br />
<br />
<strong>2. Update content</strong><br />
<br />
Keeping your website content updated is important for two reasons. <br />
<br />
First, regulations change. Laws get repealed. Processes get streamlined. If outdated information from 2010 is still on your website, you will lose credibility. <br />
<br />
Remember, prospects will have options when choosing a provider or an agent. Your outdated content will have you working from behind other agencies. It’s no different than a history teacher with a map that still lists Czechoslovakia as a country. <br />
<br />
Second, updates are necessary for SEO purposes. Blogging isn’t the only way to keep your website ranking in search results.<br />
<br />
Luckily, you don’t have to rewrite every sentence on your insurance website. Reword some of the sections on your website. <br />
<br />
Replace some of the fields on your forms. Add new information. Add new keywords if your area of influence grows, and you want to reach out to clients in new locations.<br />
<br />
<strong>3. Update graphics</strong><br />
<br />
Remember the early days of the internet? Flashy, rainbow-colored banners and gradient overlays were all the rage. <br />
<br />
What happened to those trends? They (mercifully) fell by the wayside. <br />
<br />
In contrast, today’s designs include <a href="https://www.getitc.com/blog/marketing/2015/04/27/how-to-use-flat-design-to-modernize-your-insurance-website#.WEHzybIrKUl">solid, flat logos</a> and minimalist color schemes. <br />
<br />
How many times have you gone to a website and thought “Man, this website is so two years ago!” It sounds extreme, but design trends move fast. You have to stay on top of them so people aren’t driven away by the graphics of your website. <br />
<br />
An easy way to freshen things up is to switch out images. If you have an Insurance Website Builder site, <a href="http://support.insurancewebsitebuilder.com/support/iwb/afmviewfaq.aspx?faqid=16">it’s easy to update the images</a>. <br />
<br />
<strong>4. Refresh if all else fails </strong><br />
<br />
It’s sound advice to update the graphics on your website if the bones are good. But, the whole thing may have aged beyond repair. If that’s the case, my advice is to start with <a href="https://www.getitc.com/products/websites/order/?utm_source=marketingblog&utm_campaign=MF120716&utm_medium=GetITC">a new insurance website template</a>. <br />
<br />
Your clients will thank you for it, in the form of increased viewership and more returns.<br />
<br />
<br />
Most of these items are not difficult. They only need a small amount of time during your week. Best of all, you will see the benefits over time. </p>
<p >Remember: Stay relevant and don’t abandon your new agency website. </p>
<p ><em>Do you have any questions or comments? Leave it below!<br />
</em></p>urn:uuid:1062Operation Agency Success: So You Decided to Build an Insurance Agency Website - ITC VideosITC President Laird Rixford gives tips on building a great insurance agency website.2016-12-06T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/oas/build-website-laird.jpg" style="display:none;" /><iframe src="https://player.vimeo.com/video/194428444?color=ff9933&autoplay=1" style="margin-top:8px;" width="654" height="368" frameborder="0"><noframes><img alt="" src="/images/blog/oas/build-website-laird.jpg"></noframes></iframe>
<p> </p>
<p>Planning to get a new insurance agency website for the new year or update your existing one? Get tips for how to build a great one from ITC President <a target="_blank" href="http://twitter.com/lrixford">Laird Rixford</a>.</p>
<p> </p>
<h2 class="subtitle">Related Articles</h2>
<p><a href="https://www.getitc.com/blog/marketing/2016/11/04/top-trends-for-todays-insurance-website">Top Trends for Today's Insurance Websites</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/05/09/6-questions-to-consider-when-designing-your-insurance-website">6 Questions to Consider When Designing Your Insurance Website</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/05/04/give-your-insurance-website-a-boost-past-the-competition">Give Your Insurance Website a Boost Past the Competition</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/05/02/stop-dont-make-these-insurance-website-design-mistakes">STOP! Don't Make These Insurance Website Design Mistakes<br />
</a></p>urn:uuid:1060The Most Important SEO Ranking Factors - Agency Marketing BlogBe sure to include these most important SEO ranking factors on your insurance agency website. 2016-12-05T09:00:00Z2024-03-19T05:52:04Z<p><img style="width: 300px; height: 214px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" alt="SEO ranking factors web" src="/images/blog/StephanieEwenBlogs/SEOFactors.jpg" />We are often asked about search engine optimization (SEO) ranking factors for<a href="https://www.getitc.com/!/insurance-website?utm_source=marketingblog&utm_campaign=SE120516&utm_medium=GetITC"> insurance websites</a>. While <a target="_blank" href="http://backlinko.com/google-ranking-factors">Google has more than 200 ranking factors</a>, some are more important than others.<br />
<br />
Here are the three most important ranking factors to consider when working on your SEO.<br />
<br />
<strong>The first important factor is your content quality. </strong></p>
<p>Are you producing <a href="https://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website#.WEHvqrIrKUk">quality content</a> for your website visitors? Are you <a href="https://www.getitc.com/blog/marketing/2016/04/04/how-to-keep-people-on-your-insurance-website-longer#.WEHvvLIrKUk">providing a reason for people to spend more than a few seconds</a> reading your pages? Are you making it easy for visitors to find content or is your website confusing and hard to navigate? <br />
<br />
Consider the following when creating content for your insurance agency website. </p>
<p style="margin-left: 40px;">•<span style="white-space: pre;" class="Apple-tab-span"> </span>If I come to your website, what is it telling me about your agency? If I am a prospective client, chances are I don’t know anything about your agency. Remember, the first page I see may <em>not </em>be your home page. Each page should give a clear sign of what your agency is about. <br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Sell me on your agency and how you will help me with insurance. You are the expert. Make that clear. Explain the coverage itself. What are the requirements in your state? What things should I consider before purchasing this type of coverage?<br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>What issues or concerns do your clients face? Visitors need to be confident that you know what they are facing. They also need to feel sure that you are the best solution for them. <br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Make your content easy to skim. Just like I have done in this article. Use bullet points and bold headers.<br />
<br />
</p>
<p><strong>The second important factor is links. <br />
</strong><br />
This includes both internal and inbound links. Make it easy for visitors to stay on your insurance website and view more pages, and they will. <br />
<br />
<em>Internal Linking</em><br />
<br />
Internal linking is when you link to other pages within your website. It helps visitors explore more pages than they would have on their own.<br />
<br />
Here’s a short example. <br />
<br />
You offer auto insurance and have an extensive blog library covering the topic. I may or may not explore other areas of your website from the auto insurance page. <br />
<br />
If you were to link to a few of your best auto insurance blogs, I may read more of your content. <br />
<br />
Here are a few ways to add internal links to your product pages: </p>
<p style="margin-left: 40px;">•<span style="white-space: pre;" class="Apple-tab-span"> </span>As mentioned above, provide links to your best articles relating to that product.<br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Cross sell as if you were talking to a potential client on the phone. Provide some cross sell text to your page and link to other product pages within your website. <br />
<br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Connect relevant blog articles to each other. You can even create a multipart series. Link to the next part at the end of each article. Be sure to link to the previous articles in case the visitor first views part two or three. </p>
<p><em> </em></p>
<p><em>Inbound Links<br />
</em><br />
These links are important in ranking your website. Also known as <a href="https://www.getitc.com/blog/marketing/2010/04/01/how-to-create-effective-backlinks#.WEHw6LIrKUl">backlinks</a>, inbound links come from websites owned by other people. <br />
<br />
These links are not easy to obtain. If done incorrectly, they can lead to penalties for your website. But, don’t let that scare you. Inbound links are worth the effort. <br />
<br />
Here are a few places your agency can secure natural inbound links:</p>
<p style="margin-left: 40px;">•<span style="white-space: pre;" class="Apple-tab-span"> </span><span style="text-decoration: underline;">Local Publications</span>. Reach out to your local reporters. Make sure they know you are available to comment on insurance or be a source for a related article. Many times, the online article will link to their information source. That’s you.<br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span><span style="text-decoration: underline;">Industry Publications or Blogs</span>. You probably read industry blogs, or at least you get an email of the articles they are publishing. Add your expertise to their article by way of commenting. Most blog comments allow a web link.<br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span><span style="text-decoration: underline;">Local Business/Client Websites</span>. At some point, your customers will need a service center, repair shop or realtor. Why not build a partnership with these local businesses? You can feature them on your website, and they can feature you on theirs. Both businesses will enjoy the link swap. </p>
<p> </p>
<p><strong>The third important factor is agency testimonials. </strong></p>
<p >
People will trust the endorsement of a third party. According to <a target="_blank" href="https://www.brightlocal.com/learn/local-consumer-review-survey-2014/">BrightLocal</a>, 88 percent of clients use reviews to determine a business’s quality. <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2014/09/05/getting-the-right-reviews-for-your-insurance-website#.WEHxhLIrKUk">Reviews </a>are one of the most powerful ranking factors, especially in local SEO. Client reviews on your website provide validation your agency is knowledgeable and trustworthy. Third-party review websites, such as Google and Yelp, help too.<br />
<br />
Here are some ways to use customer testimonials:</p>
<p style="margin-left: 40px;">•<span style="white-space: pre;" class="Apple-tab-span"> </span>Display them on your home page.<br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Use them as a lead in to a call to action on product pages. <br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Feature them in your email newsletters <br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Share them on social media. </p>
<p>To start collecting testimonials, send an email survey out to clients. Ask for a review when they first become a client. Or, make the request a part of your newsletter footer. <br />
<br />
Spend time focusing on these important ranking factors instead of taking a scattered approach (or no approach). You’re sure to see your ranking improve from implementing all of these. I hope these suggestions have given you guidance and renewed the fire to make your website great. </p>urn:uuid:1057Signed, Sealed, Delivered: Get Your Emails to Inboxes - Agency Marketing BlogBuilding on the basics of email marketing, we'll touch on email deliverability in the next Masters of Marketing webinar. 2016-12-02T09:00:00Z2024-03-19T05:52:04Z<p>Have you noticed a substantial decrease in your email engagement? Do your emails go out, but your audience doesn’t seem to receive them? Are your email bounce rates consistently low, but your open rates continue to plummet? <br />
<br />
If you answered yes to any of the questions above, you may have an email deliverability problem.<br />
<br />
<a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog" target="_blank">Join me for Masters of Marketing </a>on Thursday, December 15th as I cover common deliverability issues from symptoms to diagnosis to recovery. If you suspect your emails are going to spam or junk folders, or if you simply want to improve your chances for hitting inboxes, you won’t want to miss this! <br />
<br />
Topics I will cover:</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span>Symptoms/Diagnosis: How to tell if you have a deliverability issue, and how to know where to go from there.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span>Email Components: Ways to tailor your subject line and content to avoid spam traps.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span>Contact Database Hygiene/Management</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span>Too Far Gone: What to do if your deliverability is “beyond help.”</p>
<p >By the end of my presentation, you will have specific, actionable steps to follow to improve email deliverability for your insurance agency. <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?utm_source=MarketingBlog">Register today!</a></p>
<div> </div>urn:uuid:1059ACORD Forms Update (November 2016) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in November 2016.2016-12-01T22:04:26Z2024-03-19T05:52:04Z<p>We've updated the below ACORD forms for users of our agency management system InsurancePro.</p>
<br />
<h2 class="subtitle">Forms with New Revision Date</h2>
<br />
<p>66 CA 2017/01 replaces 2011/04 - California Offer of Earthquake Coverage (for use on or after 1/1/2017)</p>
<p>90 WA 2016/12 replaces 2015/12 - Washington Personal Auto Application (for use on or after 12/11/2016)</p>
<p>137 WA 2016/12 replaces 2015/12 - Washington Commercial Auto (for use on or after 12/11/2016)</p>
<p>138 WA 2016/12 replaces 2015/12 - Washington Garage and Dealers (for use on or after 12/11/2016)</p>
<p>290 WA 2016/12 replaces 2014/12 - Washington Personal Auto Application Section (for use on or after 12/11/2016)</p>urn:uuid:105810 Warm and Inviting Content Ideas for December - Agency Marketing BlogRound out 2016 with some great new content on your insurance website. Here are ten ideas to get you started. 2016-11-30T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/EmilyKaltmanBlogs/December.jpg" alt="10 content ideas for december graphic" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />In the midst of the holidays, it’s hard to believe 2016 is already almost over. We hope this year has been a great one for your insurance agency. But first, be sure to keep the momentum going through the holidays with some fresh content on your website. </p>
<p >Here are 10 content ideas for your December blog, newsletters, and social media posts. Don’t forget to check back next month for <a href="https://www.getitc.com/blog/tag/10%20ideas/">more great seasonal content ideas</a>. <br />
<br />
<strong>1.<span class="Apple-tab-span" style="white-space:pre;"> </span>National Cookie Day - December 4th<br />
<br />
</strong>While there are more obvious holidays in December you can certainly take advantage of, why not cover some fun, obscure ones too?</p>
<p >For example, celebrate National Cookie Day by sharing some of your favorite cookie recipes with your readers. You can even have a cookie exchange in your office. Don’t forget to share pictures on social media. </p>
<p ><strong>2.<span class="Apple-tab-span" style="white-space:pre;"> </span>2016 Year in Review </strong><br />
<br />
Reflect on the past 12 months with a thoughtful blog post. Don’t wait to publish it til January. Plenty of bloggers will publish year-end blog posts throughout December. Take advantage of this trend before the new year, while it’s still relevant. <br />
<br />
<strong>3.<span class="Apple-tab-span" style="white-space:pre;"> </span>Electrical Safety </strong><br />
<br />
It seems like every year there’s a news story about it. Someone’s home burned down right before the holidays due to poor electrical wiring. Be it an older home, or faulty holiday lighting, make sure to address this topic. Let your readers know about possible hazards in their homes. <br />
<br />
<strong>4.<span class="Apple-tab-span" style="white-space:pre;"> </span>Seasonal Sales</strong><br />
<br />
Everyone’s on a tight budget after the holidays. That’s why those post-holiday season sales are a great opportunity to take advantage of. Write a blog about how your customers can save money at these sales. <br />
<br />
For example, many folks will take this chance to buy next year’s decorations at deep discounts. December is also a good time to buy those late-model cars. <br />
<br />
<strong>5.<span class="Apple-tab-span" style="white-space:pre;"> </span>Where are the Germs Lurking?</strong><br />
<br />
Ah, the facial tissue industry’s favorite season. No doubt you’ve experienced a lot of sniffles and coughs in your agency’s office. <br />
<br />
Ever wondered where the germ-iest places lurk in day-to-day life? Your readers are this flu season. Be it the phone, the steering wheel, or the keyboard. List some unexpected germ hubs and a quick, easy way to sanitize them. <br />
<br />
<strong>6.<span class="Apple-tab-span" style="white-space:pre;"> </span>Home Value Breakdown </strong><br />
<br />
What can homeowners do to increase their home value? Or, what do they do to that decreases it? If you write homeowners insurance, you are sure to have some interesting tips. Pass them on.<br />
<br />
<strong>7.<span class="Apple-tab-span" style="white-space:pre;"> </span>Emergency Contact and Out Of Office <br />
</strong><br />
No need to dedicate a full blog post to this brief topic. But, it’s important to include it somewhere on your insurance website. Note your holiday hours in an easy-to-find location on your website. <br />
<br />
Include emergency contact information in case a client needs you. You may also want to add this information to an upcoming newsletter and your out of office messages. <br />
<br />
<strong>8.<span class="Apple-tab-span" style="white-space:pre;"> </span>Next Year’s Top Trends </strong><br />
<br />
Have you ever considered writing a blog other insurance agents would like to read? For example, you could forecast upcoming industry trends based on your vantage point. If your content’s posted by someone else, ask them to link back to your website. <br />
<br />
<strong>9.<span class="Apple-tab-span" style="white-space:pre;"> </span>Why is My Rate Going Up?</strong><br />
<br />
You’ve heard this from your clients before. And, the reasons could be one of many. Maybe your client got into a car accident earlier in the year. Or, it’s just time to shop around again. Write a blog post about the various reasons a person’s premium can increase. <br />
<br />
<strong>10.<span class="Apple-tab-span" style="white-space:pre;"> </span>Office Holiday Decorations </strong><br />
<br />
Even if your agency has only a handful of employees, why not decorate? Make a fun contest out of it. Post pictures on social media and include them in your newsletter. </p>
<div> </div>urn:uuid:1056This is the Way: Pamela A. Miller from Nationwide - Agency Rating BlogThis is the way Pamela A. Miller, Washington sales manager for Nationwide, works.2016-11-29T09:00:00Z2024-03-19T05:52:04Z<p><img alt="This is the Way: Pamela A. Miller" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/PamMiller/This-is-the-Way.jpg" /></p>
<p>Pamela A. Miller, CIC, CISR, CPIW, got her start in the insurance industry as a file clerk at an agency while she was in high school. More than 40 years later, she’s still in the industry.<br />
<br />
Chuck Carr, Pam’s boss at Carriage Insurance Agency, taught her to work hard and learn everything she could. He also showed her how to work towards continuing to move forward in her career. <br />
<br />
“Continuing to learn more about the business is a must for me. I believe when you quit learning, it’s time to get out of the business.”<br />
<br />
Over the years Pam has worked for companies like The Hartford, Viking Insurance, Multico, and now at Nationwide. This is the way Pam Miller works.<br />
<br />
<><><><br />
<br />
<strong>Location:<br />
</strong><br />
I work the entire state of Washington from my home office in Renton.<br />
<br />
<strong>Current gig:<br />
</strong><br />
Presently I work for Nationwide in their Specialty Auto unit. <br />
<strong><br />
One word that describes how you like to work. </strong><br />
<br />
As a team player<br />
<br />
<strong>Current mobile device:</strong><br />
<br />
Android LG V10<br />
<br />
<strong>Current computer:</strong><br />
<br />
HP Elite book laptop, and Leveno Yoga 3, my personal laptop. <br />
<strong><br />
Project(s) you’re currently working on:</strong><br />
<br />
Getting ready for 2017 while winding up 2016. Getting ready for Christmas and spending it with family.<br />
<br />
<strong>Accomplishments you’re proud of:</strong><br />
<br />
Hartford Vanguard Award, Hartford Regional Manager Award, CIC designation, CISR designation, 2015 #1 Sales Manager at (Titan) Nationwide NSA<br />
<strong><br />
What are your goals for the next 12 months? </strong> <br />
<br />
To continue to work for Nationwide.<br />
<strong><br />
What technology, apps or tools can’t you live without? </strong><br />
<br />
I started in the business without any of the technology that we have today. I am sure I could function without any of it as it makes my job harder than without. I do like my cell phone, Office 365, and work emails showing on my smart phone so I don’t have to carry the computer all day. <br />
<br />
</p>
<p><img alt="Pam and Joe" style="width: 500px; height: 375px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/PamMiller/pam-joe.jpg" /></p>
<p><strong><br />
What’s the most recent app you’ve downloaded but have yet to use? </strong><br />
<br />
I haven’t used most the apps on my phone. Not sure which was the most recent. I’m kind of a dinosaur but know enough to be dangerous. <br />
<strong><br />
Describe your workspace. </strong><br />
<br />
Messy. If things are too clean on my desk, it makes it hard for me to focus.<br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
Poorly, haha<br />
<br />
<strong>What’s the first thing you do when you get to the office? </strong> <br />
<br />
Since my office is in my home, I get up and check my emails. Considering changing the way I start. I should get things done that need to be handled before I look at emails as they can take up time I need in the morning before I leave to make agency calls in the field.<br />
<br />
<strong>What does a typical day look like for you? </strong><br />
<br />
Mondays are usually an admin day and the rest of the week I am in the field calling on agents in Washington for Nationwide NSA.<br />
<br />
<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
Send yourself an email with your call notes when you get into the car before you go to the next agency. It only takes a minute to copy and paste to the database when you are in front of your computer.<br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
To drink a lot of water. <br />
<br />
<strong>What do you listen to while working? </strong><br />
<br />
If I am driving, I like listening to Christian music. I usually listen to Spirit 105.3 out of Seattle. Sometimes I will listen to 60s and 70s music in areas I can’t find a Christian station. </p>
<p> </p>
<p><img alt="Pam Miller" style="width: 500px; height: 667px;" src="/images/blog/ThisistheWay/PamMiller/pam-grandbaby.jpg" /></p>
<p><strong><br />
What are you currently reading? </strong><br />
<br />
Janet Evanovich’s “Turbo Twenty-Three,” her latest. I also like Stuart Woods and J.D. Robb. I have the entire hard cover collection for these authors.<br />
<strong><br />
What’s your favorite blog or podcast? </strong><br />
<br />
I have seen the HawkSoft Inc blog, but do not read it daily. Sometimes I read Yammer which is for the Nationwide employees. I barely have time to keep up with email and the Facebook photos from friends.<br />
<br />
<strong>How do you decompress? </strong><br />
<br />
Read a novel, go for a walk, work on craft items, watch TV with my feet up.<br />
<strong><br />
What’s your sleep routine like? </strong><br />
<br />
I try for 10:30-11 p.m. and usually up at 6 daily. On the weekends, sleeping in is 8 a.m. In the evening, if I get in my comfy recliner to watch a movie, I am hard pressed to stay awake until the end and usually miss the ending.<br />
<br />
<strong>Coffee or tea? </strong><br />
<br />
Neither unless there is caffeine free tea. I usually drink water <br />
<br />
<strong>What’s the best advice you’ve ever received? </strong><br />
<br />
To make people think whatever you need is their idea.<br />
<strong><br />
What would you be doing if you weren’t working at Nationwide? </strong><br />
<br />
Working at another insurance company or agency. I love insurance and would want to be somewhere in the business. <br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> post?</strong><br />
<br />
Gary Paulson, Mid Columbia Insurance, Kennewick, WA<br />
<em><br />
The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a target="_blank" href="http://twitter.com/instechcorp">Tweet us</a> or leave it in the comments below.</em></p>urn:uuid:1055Insurance Marketing in the Age of Digital Transformation - Agency Marketing BlogLessons learned from the State of Search conference can benefit insurance agents too. 2016-11-28T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/State-of-Search.jpg" alt="state of search dallas speaker" style="width: 300px; height: 225px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />These are truly unprecedented times.<br />
<br />
The world is transforming around us. We’re playing Pokemon on our smartphones. The Chicago Cubs won the World Series for the first time in more than a century.<br />
<br />
The world of internet marketing is also going through a tectonic shift. It’s notable even for a continually evolving industry. <br />
<br />
I recently learned more about this shift at the 2016 <a href="http://www.stateofsearch.org/" target="_blank">State of Search Conference </a>in Dallas. My ITC colleagues and I came away enlightened and inspired.<br />
<br />
The conference was for internet marketers. But, I believe the main points apply to insurance marketing. <br />
<br />
Here are three key takeaways you can apply to your agency.<br />
<br />
<strong>1.<span class="Apple-tab-span" style="white-space:pre;"> </span>If You’re Not Mobile-First, You’re Last</strong><br />
<br />
Not long ago, a mobile website was a nice-to-have. <a href="http://marketingland.com/mobile-top-sites-165725" target="_blank">But with mobile web traffic eclipsing desktop web traffic</a> worldwide, those days are over.<br />
<br />
Today, you don’t just need to be mobile-friendly. You need to be mobile-first.<br />
<br />
This means prioritizing the mobile version of your insurance website over your desktop version. It means ensuring your content is relevant and accessible for on-the-go mobile users. <br />
<br />
And, it means taking mobile intent into account. Consumers want to request quotes. They want customized directions to your office locations. They want to call your staff with the <a href="https://developers.google.com/web/fundamentals/native-hardware/click-to-call/" target="_blank">click of a button</a>. All on their mobile device. <br />
<br />
Make these tasks easy for mobile consumers to do on their phones, and it will make a difference. <br />
<br />
Putting your mobile website first is no longer optional. <br />
<br />
Even if consumers don’t look for your website on their smartphones now, they soon will. Millennials and Generation Z are maturing. These generations have grown up on smartphone technology and have plenty of insurance needs. <br />
<br />
As a result, Google will soon focus only on their mobile website index. If you neglect the mobile version of your website, your Google search rankings will drop.<br />
<br />
<strong>2.<span class="Apple-tab-span" style="white-space:pre;"> </span>Get Smart About Content<br />
</strong><br />
You’ve probably heard it before. <em>The key to success on the internet is content, content and more content.</em><br />
<br />
But is this true?<br />
<br />
Not exactly. Churning out page after page of content based on keywords alone won’t help you move the needle. <br />
<br />
Consumer attention spans are so short, most of this content will likely go unseen. Particularly since consumers don’t find insurance as riveting as what Kylie Jenner did today.<br />
<br />
To succeed with content, you need to bridge the gap. You need to be the answer. <br />
<br />
Find out which questions or concerns your clients have. They can be somewhat related to the lines of coverage you offer. Then, provide useful answers through targeted blog posts, landing pages and website copy. <br />
<br />
These practices are timeless because they work. They’ll be more effective than just churning out articles based off of insurance keywords.<br />
<br />
<strong>3.<span class="Apple-tab-span" style="white-space:pre;"> </span>Build Real Connections</strong><br />
<br />
Consumer needs dictate insurance marketing. So, take a look at your clients, prospects and community to better market your agency.<br />
<br />
But there’s one big problem: We’re all inherently biased. It’s human nature. As a result, we often market to the consumer base we want to have.<br />
<br />
Our personal views cloud our understanding of the world around us. This leaves an existing market of potential clients untapped.<br />
<br />
There’s a simple way to break this cycle: Broaden your horizons. <br />
<br />
Take off your insurance agent hat for a moment, and really get to know the people in your community. Talk to them face to face. Learn more about their perspectives, opinions and concerns about the world at large. <br />
<br />
Then, work on marketing to these people through your branding and website messaging.<br />
<br />
The better you understand them, the more effective your marketing will be. This has always been, and it will always be, the case.<br />
<strong><br />
A Final Word</strong><br />
<br />
Insurance marketing will continue to evolve. But your focus should not waver. It will always be important to know the needs of consumers and use marketing efforts to speak to those needs. Agents who follow this process most effectively will continue to see success.<br />
<em><br />
Want to start doing online marketing but not sure where to start? <a href="https://www.getitc.com/solutions/agency-marketing/consultation/?utm_source=GetITC&utm_campaign=11282016utm_medium=marketingblog">Schedule a free consultation</a>.</em><br />
<div> </div>urn:uuid:1054What to Do if Your Insurance Website Traffic is Down - Agency Marketing BlogHere are some remedies to a downturn in traffic to your insurance website. 2016-11-21T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/BeckySchroederBlogs/traffic-clicks.jpg" alt="clicks coming to computer" style="width: 300px; height: 226px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" />It’s one of the most common issues I hear when agents sign up for our internet marketing services. <br />
<br />
Their <a href="https://www.getitc.com/!/insurance-websites"><strong>insurance website</strong></a> traffic is down. <br />
<br />
I tell them the same things I’m about to tell you. There is no perfect recipe for growing traffic to your website. But, there are a few foolproof ways to help boost it.<br />
<br />
Here’s what you can do. </p>
<p><strong>Social Media<br />
</strong></p>
<p>Using social media is a great way to generate traffic to your website. It can take as little as a few minutes per day to post. <br />
<br />
I recommend including an image with your posts. Images generate higher engagement. The more engagement, the more followers you will get. <br />
<br />
Once you have your loyal following, promote features of your insurance website. For example, try running contests that require people visit your website. In order for them to win a prize, they must complete a form or survey on your website.<br />
<br />
Be careful not to self-promote too often. Be thoughtful and considerate of your followers. Otherwise, you might lose their attention.</p>
<p><strong>Referral Traffic<br />
</strong></p>
<p>There are many sources of traffic to your website: organic, paid, direct, referral, to name a few. <br />
<br />
Referral traffic is visitors who get to your website from other websites. (Referral traffic does not include traffic from social media.)<br />
<br />
There are several ways to boost your referral traffic.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span>Get listed on the websites of all your carriers.<br />
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•<span class="Apple-tab-span" style="white-space:pre;"> </span>Build business listings.<br />
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•<span class="Apple-tab-span" style="white-space:pre;"> </span>Write guest blogs for partners.<br />
<br />
•<span class="Apple-tab-span" style="white-space:pre;"> </span>Buy advertising space on relevant websites.</p>
<p ><strong>Pay-Per-Click Advertising</strong></p>
<p ><a href="http://www.wordstream.com/ppc">Pay-per-click (PPC)</a> advertising is one of the best ways to boost traffic. Unlike search engine optimization (SEO), PPC can bring an instant lift in traffic. <br />
<br />
Depending on your budget, you could increase your website traffic in a dramatic way. If you want to make the most of your money, <a href="https://www.getitc.com/blog/marketing/2012/11/06/search-engine-marketing-for-the-everyday-insurance-agent-part-1#.WC8mh7IrKUk">PPC management is essential</a>. Insurance keywords can get expensive. Daily updates might be necessary. <br />
<br />
I recommend balancing a new SEO campaign with a basic PPC campaign. Once the SEO campaign begins to pick up steam, you can scale back the PPC campaign.<br />
<br />
<strong>Email Marketing</strong></p>
<p >One of the cheapest and least time consuming ways to drive traffic is <a href="https://www.getitc.com/blog/tag/email_marketing/">email marketing</a>. <br />
<br />
Driving prospects to your insurance website is important. But, don’t forget about current clients. Marketing to them will yield higher website traffic because they already know you. Target them with a specific, <a href="https://www.getitc.com/products/automated-agency-marketing/features/mailing-statistics">automated email campaign</a>. <br />
<br />
Send out monthly newsletters. If you have a blog on your insurance website, link to it in your newsletter. Link back to other pertinent information on your website so people can learn more. <br />
<br />
Each email should also include some kind of call to action along with relevant content. </p>
<p >Website traffic can be finicky. It isn’t uncommon for traffic to decrease unless you have a plan in place to combat it. The tips listed above offer a few different ways to attract more traffic to your website.</p>
<div> </div>urn:uuid:1053Masters of Marketing - Top Trends for Today's Insurance Website - Agency Marketing BlogToday's insurance agents need to stay on top of website trends in order to compete in the modern marketplace. 2016-11-17T13:00:00Z2024-03-19T05:52:04Z<p>For today's Masters of Marketing webinar, Website Coordinator Karly Baker highlighted the top trends today's insurance agents should focus on when it comes to their websites. We discussed the differences between responsive and adaptive mobile websites, the end of Flash, and more. </p>
<p>Click through the slide deck below.</p>
<p><iframe src="//www.slideshare.net/slideshow/embed_code/key/tpeFGAjuHYdhz4" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;"> </iframe>
</p>
<div style="margin-bottom:5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/top-trends-for-todays-insurance-website" title="Top Trends for Today's Insurance Website" target="_blank">Top Trends for Today's Insurance Website</a> </strong> from <strong><a target="_blank" href="//www.slideshare.net/InsTechCorp">Insurance Technologies Corporation (ITC)</a></strong> </div>
<p> </p>
<p>Don't forget to <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?camp=marketingblog">join us for the nest Masters of Marketing</a> on Thursday Dec. 15. The topic will be "Signed, Sealed, Delivered: Get Your Emails to Inboxes" with AgencyBuzz Coordinator Heather Galloway. See you then!</p>urn:uuid:1052What the Top Insurance Agencies Know About Marketing (That You Don’t) - Agency Marketing BlogTake notes from what the top agencies know about agency marketing.2016-11-16T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/BeckySchroederBlogs/strategy.jpg" alt="strategy mao" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Do you ever wonder what the best agencies are doing to be so successful?<br />
<br />
Do you struggle to understand online marketing?<br />
<br />
What the top agencies know about marketing can help you better market your own agency.<br />
<br />
Find out the seven lessons about marketing that the top agencies already know.<br />
<br />
<strong>1. Marketing is an investment.</strong></p>
<p>Marketing is not a cheap or quick fix. It takes time for any marketing strategy to start working. It takes focus. <br />
<br />
The top agencies understand that marketing is an investment of both time and money. They also understand that marketing is an investment in their future.<br />
<br />
As I like to say... “Time spent in the business will buy dinner tonight. Time spent on marketing the business will buy dinner tomorrow night, next week, next month, next year.”<br />
<br />
<strong>Lesson</strong>: Think of marketing as an investment in your future. <br />
<br />
<strong>2. Everything is marketing.</strong><br />
<br />
You may think of marketing as advertising, your <a href="https://www.getitc.com/!/insurance-agency-website"><strong>insurance agency website</strong></a> or email marketing. You’re not wrong. But, you’re also not right either.<br />
<br />
Marketing is everything you do that communicates your promise to clients. It either fulfills or breaks that promise. <br />
<br />
Marketing is the way you answer the phone. It’s how long it takes you to answer the phone. <br />
<br />
Marketing is the emails you send to clients regarding their policies. It’s helping clients with their claims. It’s the way you handle payments.<br />
<br />
Top agencies get that everything they do is marketing. They work to improve their systems and processes as a result. They respond to quote requests quickly. <a href="https://www.getitc.com/blog/management/2016/07/19/why-you-need-to-make-it-easy-for-consumers#.WCniPC0rKUk">They make it easy</a> to get a quote, make a claim or submit a payment.<br />
<br />
Their websites are easy to navigate and offer helpful information. They are consistent in their brand and messaging and put their logos everywhere. <br />
<br />
<strong>Lesson</strong>: Look at every way your agency interacts with clients through the marketing lens. You’ll find ways to make small changes that will build on each other.<br />
<strong><br />
3. They’re not marketing experts.</strong><br />
<br />
I get it. Hiring a marketing expert can seem expensive. But, <a href="https://www.getitc.com/blog/marketing/2014/10/22/think-hiring-a-pro-is-expensive-hire-an-amateur#.WCnijS0rKUk">hiring an amateur</a> or trying to do it yourself when you don’t have the skills or experience can be more expensive.<br />
<br />
Selling insurance takes a special set of skills because you’re selling a product consumers don’t want to buy. Marketing may not be in that skill set for you because it takes a different mindset than sales.<br />
<br />
The top agents know this. Scott Cornelius of <a href="http://www.eciagency.com/" target="_blank">ECI Agency</a> and an ITC customer, said, “After several failed attempts to create my own website and build my own internet marketing plan, we decided to let the experts take the ball and run with it.”<br />
<br />
You have a few options to tap into some marketing expertise and skills for your agency. You can o<a href="https://www.getitc.com/blog/marketing/2015/05/11/3-benefits-to-hiring-outside-digital-agency-marketing-help#.WCniyy0rKUk">utsource to an agency marketing firm</a>. You can hire someone. Or, find a person on your team who would like to take on the marketing responsibilities.<br />
<br />
<strong>Lesson</strong>: Stop doing it all yourself, and delegate what you can to marketing experts.<br />
<br />
<strong>4. Marketing can take time.</strong><br />
<br />
As much as we all wish otherwise, marketing does not have immediate results. When you implement a new marketing tactic, you may start to see small results. The bigger results like leads don’t happen instantly.<br />
<br />
You’re not going to get a ton of traffic to your blog posts in the beginning. If you use email marketing, your list will be small at the start. On social media you’re not going to have a lot of followers right away.<br />
<br />
These tactics take time to build an audience. When they start to work, the momentum builds on your results, and you start to see the needle move.<br />
<br />
Top agencies get that marketing takes time, and they don’t give up. They understand that marketing results build on each other. They wait six months or more to give the new tactic time to start working.<br />
<br />
It is hard to put time and effort into something that isn’t getting the results you want in the time frame you want. But, you can’t quit after only a few months. You definitely won’t get results then.<br />
<br />
<strong>Lesson</strong>: When trying a new online marketing tactic, give it at least six months, if not more, before you quit.<br />
<br />
<strong>5. It’s good to get out of your comfort zone.<br />
</strong><br />
You can’t build an agency today the same way you could 30, 20 or, even, 10 years ago. What worked then does not always work today. You have to try new things and get out of your comfort zone.<br />
<br />
Top agencies know that staying stagnant and doing the same things may help them maintain their business. But, it’s definitely not going to help them grow. They continually look to find new ways to reach consumers and spread awareness.<br />
<br />
Sharon Robles of <a href="http://www.sharonroblesagency.net/" target="_blank">Robles Insurance </a>drives for Uber as a way to meet new people and share her insurance story. <br />
<br />
“I’m not meeting anyone sitting behind my desk. Driving for Uber I’ve got a captive audience. I love talking to people. I’m not in their faces about it. I’ll ask them questions and inevitably my riders ask me questions, which allows me to give them my elevator pitch. I started in August and have given about 500 rides. So far I’ve written one policy. Like anything else, expecting immediate results means you may quit before it happens.”<br />
<br />
<strong>Lesson</strong>: Don’t be afraid to try something new.<br />
<br />
<strong>6. Measurement is critical to success.</strong></p>
<p>You cannot know if any of your marketing is actually working (or not) if you don’t measure. It’s easy to think three leads a month from online advertising is good. <br />
<br />
That is until you actually calculate your close ratio and return on investment by lead source. You might end up realizing it’s not worth the money you spend. <br />
<br />
<a href="https://www.getitc.com/blog/rating/2016/03/22/how-successful-insurance-agencies-apply-em2c#.WCnjQS0rKUk">Top agencies measure</a> their marketing. They’re tracking how many leads they get each week and month by lead source. They know their close ratio by lead source. They identify how much business they write each week and month. They know how these metrics compare to the previous month and the same time in the previous year.<br />
<br />
If you’re not already, make it a priority in your agency to ask every new prospect how they heard about you. Add this information in your agency management system so you can run reports on this data.<br />
<br />
Look at your traffic and where it comes from in Google Anayltics. Review your email marketing statistics, but go beyond open rate. Look at the number of leads or cross-sell opportunities that come from marketing sources.<br />
<br />
<strong>Lesson</strong>: Start measuring your marketing so you can know for sure what marketing to keep and what to stop wasting money on.<br />
<br />
<strong>7. Email marketing isn’t dead. </strong><br />
<br />
I’ve heard agents who either think <a href="https://www.getitc.com/blog/marketing/2014/11/03/is-email-marketing-dead-no-and-here-are-15-reasons-why#.WCnjYy0rKUk">email marketing is dead</a> or provides no value. Email marketing is the single best tactic you can use for your agency.<br />
<br />
It has the highest return on investment than any other marketing tactic, and it has for years. Consumers have said that their preferred method of communication from businesses is email.<br />
<br />
The ability to segment your audience and send targeted emails at the best time makes it effective. Plus, the amount of tracking you can do means you have insight into exactly how this tactic is working out for you.<br />
<br />
Top agencies get this and are seeing the results. “I sell at least one policy a month to potential clients who receive my newsletter. It keeps me on their minds,” said Pam Wilson of <a href="http://www.wilsonfamilyinsurance.com/" target="_blank">Wilson Family Insurance</a> and an ITC customer.<br />
<br />
<strong>Lesson</strong>: An email address is the most important piece of marketing data you can get from a consumer. Start building your list, and try email marketing.</p>
<p>Take notes from what the top agencies know, and you can improve your agency’s marketing.<br />
<br />
<em>Not sure what you should be doing to market your agency? Get a <a href="https://www.getitc.com/solutions/agency-marketing/consultation/?camp=marketingblog">free agency marketing consultation</a>, and find out.</em></p>
<div> </div>urn:uuid:1051Better Passwords: The First Step in Securing Your Data - Agency Management BlogThe first line of defense against a cyber attack is the passwords you use to log into your insurance agency software.2016-11-15T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/BeckySchroederBlogs/passwords.jpg" alt="password with lock" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />I don’t know about you, but whenever I visit a new website and it requires me to create a profile with a password, I groan. </p>
<p>We hate passwords. We hate creating them. We hate remembering them. The most common passwords like <em>password</em>, <em>123456 </em>or <em>qwerty </em>are proof of this.</p>
<p>This summer gave us a high profile example of just how common it is to use simple passwords for multiple logins. </p>
<p><a href="http://www.businessinsider.com/mark-zuckerberg-twitter-pinterest-accounts-hacked-linkedin-hack-facebook-passwords-2016-6" target="_blank">Hackers got into Facebook CEO Mark Zuckerberg’s Twitter and Pinterest accounts</a>. From the 2012 breach of LinkedIn, they determined Zuckerberg’s LinkedIn password was <em>dadada</em>. They tried it for his other profiles, and it worked.</p>
<p>Zuckerberg is as guilty as the rest of us who make the most basic security mistake. Using an easy-to-guess password on multiple websites.</p>
<p><strong>The Threat</strong></p>
<p>Symantec in its <a href="https://www.symantec.com/security-center/threat-report" target="_blank">2016 Internet Security Threat Report</a> said small businesses made up 43 percent of the cyber attacks in 2015. (In 2011 small businesses were only 18 percent of the attacks.)</p>
<p>Cyber attacks and data breaches are not just for large corporations. Hackers do not discriminate between a large and small business. They are after personal information they can profit from. If you have such information, and you do, you are at risk.</p>
<p><a href="https://www.getitc.com/blog/management/2016/06/21/why-data-security-is-critical-to-your-agency#.WCXwii0rKUk" target="_blank">Data security</a> is critical to your agency operations. Why? Because a $1,000-$100,000 fine per incident can put you out of business.</p>
<p>There’s a lot that goes into keeping your agency secure from a breach. The first thing you should do? Start using better passwords.</p>
<blockquote style="color:#b32317; magin: 20px; width 95%; display: block; font-size: 24px; font-style: italic; text-align: center;">“A tree that does not bend with the wind will be broken by the wind.” ~ Chinese proverb</blockquote><br />
<p><strong>What a Strong Password Looks Like</strong></p>
<p>The first line of defense against a potential breach is the password you use. But, our passwords aren’t strong enough. <a href="https://www.entrepreneur.com/article/242208" target="_blank">Ninety percent of employee passwords</a> are crackable within six hours.</p>
<p>Which password do you think is stronger? <em>Ilov3you!</em> or <em>Ilov3kale!</em></p>
<p>It would take a computer four weeks to crack the former. It would take a computer six years to crack the latter.</p>
<p>Why the difference when they seem almost the same? <em>I love you</em> is a common phrase, whereas <em>I love kale</em> is not. </p>
<p>“Include upper and lowercase letters and at least one number” is common advice when creating a strong password. But, it’s not enough.</p>
<p>These days passwords that are at least 12 characters long and include a special character are stronger.</p>
<p>Here are some tips to help you create a strong password:</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Use a minimum of 12 characters and include all the characters allowed, e.g., upper and lowercase letters, numbers and special characters.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Avoid common patterns. Making the first letter of your password uppercase and putting the numbers at the end is easy to crack.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Don’t use obvious substitutions. In my above example, replacing the letter e in <em>love </em>with the number three is an obvious substitution. Other examples of obvious substitutions: <em>waterc0l0r</em>, <em>ye@rbook</em>, <em>a1rplane</em>.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Use random words that don’t logically go together. For example, <em>black dog</em> is a common phrase that computer programs can instantly guess. Even using <em>bLackdog1 </em>isn’t that great (crackable in four days). </p>
<p style="margin-left: 40px;">But, <em>dog storms sincerely</em> is a much stronger password. Why? These three random words don’t make sense together and aren’t grammatically correct. It would take a computer 23 million years to crack it, even without other characters.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Or, use a phrase instead of words if that’s easier for you to remember. For example, “My first car was a 1995 Dodge Neon. It was white.” Use the first letter of each word and all the numbers. The passphrase would be <em>Mfcwa1995DN.Iww</em>. Three trillion years to crack by the way.</p>
<p>Wondering how long it would take to crack your password? Find out with <a href="https://howsecureismypassword.net/" target="_blank">this website</a>.</p>
<p><strong>Unique is Important, Too</strong></p>
<p>But, it’s not just using a strong password on your insurance agency software and hardware. Using a <strong>unique</strong> password for each login is also critical.</p>
<p>A strong password does you no good if you are using it for every login you have.</p>
<p>According to <a href="http://prod.cdata.app.sprinklr.com/DAM/434/LastPass_ExecutiveSummary-44b1d9ef-209a-400a-865d-d0462920ca5b-1914739482.pdf" target="_blank">LastPass</a>, it’s not that we don’t know there is a risk to reusing our passwords. We do. But, 61 percent of us are doing it anyway.</p>
<p><strong>How to Remember Your Passwords</strong></p>
<p>The main reason we continue to reuse our passwords even though we know we shouldn’t? So we can remember it.</p>
<p>Most of us don’t change our password for security reasons. We change it because we forgot it, according to LastPass. </p>
<p>There are a few ways you can remember your passwords.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Create a strong password base using the tips above. Then, add something unique to the website or system like name or color. For example, <em>dog#Storms77rater</em> for your <strong><a href="https://www.getitc.com/!/comparative-rating-system">comparative rating system</a></strong>. Or, <em>iLove@skyblue95Kale</em> for Twitter or <em>iLove@red95Kale</em> for Pinterest.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Make a tip sheet, if you must write them down. Use clues to help you remember instead of the actual password. Whatever you do, <strong>don’t</strong> name the file <em>passwords</em>. And, <strong>don’t </strong>put them on a post-it on your monitor.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Use a password manager. There are several options. Here’s a short list to get you started: LastPass, 1Password, Dashlane and KeePass. Find one that works for you.</p>
<p><strong>A Password Policy</strong></p>
<p>It doesn’t stop with you. Your security is only as strong as your weakest link. </p>
<p>Educate your employees on the importance of using strong and unique passwords. Stress how important it is to keeping client data safe. Then, put policies in place around password characteristics and updates to improve their security.</p>
<p>For example, require your employees to log into their computer with a strong, unique password. Then, force them to change that password every 90 days. </p>
<p>Set a policy that employees need to lock their computers when not sitting at their desks. You can also force a screen saver lock when a computer is idle for a certain period.</p>
<p> </p>
<p>Strong, unique passwords are an important first step in keep your data safe. But, you need to do more than that. Educate yourself on cyber security. Assess your risk, and <a href="http://www.slideshare.net/InsTechCorp/creating-a-security-plan-for-your-agency-laird-rixford">create a security plan</a>. Educate and train your employees on your plan.</p>
<p><em><a href="https://www.getitc.com/blog/tag/modern_agency/">The Modern Agency</a> monthly blog series discusses various topics related to the success and growth of independent insurance agencies in the modern market.</em></p>
<div> </div>urn:uuid:1050The What, Why and How of Repurposing Your Content - Agency Marketing BlogRepurposing content on your insurance website can help you reach new prospects with minimal effort.2016-11-14T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/EmilyKaltmanBlogs/touchscreen.jpg" alt="touchscreen" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />You’re looking for the most efficient way to attract traffic and generate leads. You may have heard a content strategy can help get leads to your insurance agency website. But, it can be difficult and time consuming to create the content necessary for such a strategy. </p>
<p>What if I told you there was an efficient way to reach more people with the less effort? And, all you have to do is use the content you’ve already created? </p>
<p>It’s easy. Repurpose your agency’s content. </p>
<p><strong>What is repurposing content?</strong></p>
<p>“You don’t have to create content day in and day out,” <a href="http://" target="_blank">said Derek Halpern</a> of Social Triggers. “You just have to work on getting the content you already have in the hands of more people.”</p>
<p>Think of repurposing content like Thanksgiving leftovers. You take yesterday’s roasted turkey and use it for homemade stock. Or, throw it in the compost bin for your garden. </p>
<p>It’s still yesterday’s turkey, or last month’s blog post. But now you are repurposing it for a new dish, or a new audience. It’s serving a new purpose but with minimal effort from you.</p>
<p><strong>Why repurpose content?</strong></p>
<p>The most compelling reason to repurpose your content is to reach a new audience. </p>
<p>Often, your original piece of content may only reach a small group of readers. Repurposing content for different media can touch more people. </p>
<p>For example, some folks prefer watching a short video over reading a long blog post. </p>
<p>It’s all about reaching prospects with the same message in a different medium. Extend your reach by repurposing your content to appeal to more people.</p>
<p>Plus, repurposing content can help you become a subject matter expert. By using different media for the same content, you increase the chances a reputable website picks it up. If it does, that helps establish your expert status. </p>
<p>And really, it’d be a shame to just let great content sit idly by. </p>
<p><strong>Here’s how to repurpose content. </strong></p>
<p>You can’t repurpose content if you don’t have anything to repurpose in the first place! </p>
<p>So, step zero would be actually producing content. Need a jumping off point? <a href="https://www.getitc.com/blog/tag/10%20ideas/">Here are more than 100 content ideas. </a><br />
Next, dig into your Google Analytics reports. <a href="https://vimm.com/finding-most-viewed-blog-post/" style="background-color: #ffffff;">Here’s an easy how-to</a>. Find your best performing content piece. Put that old favorite front and center. </p>
<p>If you don’t use Google Analytics on your website, try picking content that is <a href="https://www.getitc.com/blog/marketing/2016/08/24/how-to-use-evergreen-blogging-to-grow-your-insurance-website#.WCSmuS0rKUl">evergreen</a>. Evergreen content translates well across different mediums. </p>
<p>Now you’ll want to decide how to best repurpose it. Think of all the content channels you have. </p>
<p>Your website, your blog, newsletters, social media, and more. You can do video, a Slideshare or turn several blogs into an ebook. Each medium has its own style and audience. Who do you want to reach and how?</p>
<p>For example, take highlights from a long blog post. Something like how homeowners can increase their home value. Use them in an engaging infographic. Or, like I mentioned earlier, record a short video containing the most pertinent information. </p>
<p>You can also take short-form content and expand upon your point. Take a series of short answers in an FAQ, and delve deeper in an online webinar series. </p>
<p>The possibilities are great.</p>
<p >
Get the most out of your content by spreading it to more people via different media. Let your star content do most of the work. </p>
<p>Then, sit back and reap the traffic. </p>
<div> </div>urn:uuid:1049What's in Hot Fix 6.0.39.19 of InsurancePro - Agency Management BlogThese are the changes in the recent hot fix of ITC’s agency management system InsurancePro.2016-11-10T09:00:00Z2024-03-19T05:52:04Z<p>These are the enhancements that we did in the recent hot fix of agency management system InsurancePro (Release 6.0.39.19).</p>
<ul class="ulstyle-bullets">
<li>Corrected drop down labels on the daily transactions report.</li>
<li>Increased length of city field for policy addresses.</li>
<li>Added a cell phone field in custom reports.</li>
<li>Added business name in the cross-sell reports.</li>
</ul>urn:uuid:1046Email Personalization: It’s Not What You Think It Is - Agency Marketing BlogPersonalize your email marketing strategy for even greater impact.2016-11-09T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/HeatherGallowayBlogs/email-delivery.jpg" alt="email delivery graphic" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />It’s time to get personal with your clients. I don’t mean customizing just the greetings of your emails. </p>
<p >It’s time to stop treating your email database as one big group of people who want to receive the same email. </p>
<p >Each of your contacts is a unique individual who deserves a tailored email experience. </p>
<p >Here are a few simple ways to take your emails to the next level with personalization.<br />
<br />
<strong>More than a %%_name_%%</strong></p>
<p><strong> </strong><br />
Nothing has rocked the world of email marketing quite like personalization tags. </p>
<p >We can insert a small piece of code to pull a contact’s first name into an email. No need to send individual emails to each recipient. </p>
<p >You can’t get more personal than calling the recipient by name, right? Wrong. </p>
<p >First name personalization tags are a great way to grab attention. But, there are better ways to customize the email experience. </p>
<p >Plus, the novelty of personalization tags is wearing off as more companies use them.<br />
<br />
<strong>Data is everything</strong></p>
<p >Information about your recipients can take your emails to the next level. Think: geographic location, buying history, and referral source. Use this data to tailor your emails to each type of recipient. </p>
<p >But, you can’t personalize an email if you don’t know anything about the recipient. If you don’t have much information on your contacts, don’t panic. </p>
<p >Send a survey to your database asking for more information about them. In the future, consider making demographic fields required for form submissions.<br />
<br />
<strong>Relevant content = happy recipients</strong></p>
<p><strong> </strong><br />
Emails with tailored content that is relevant and useful for your recipients <a href="http://blog.autopilothq.com/email-personalization-statistics/" target="_blank">perform better</a>. And, they can help you build more meaningful relationships with your contacts. </p>
<p >Your audience will appreciate receiving information they will actually use. Be considerate. <br />
<br />
To customize email content, look at your database. Put your contacts into groups based on shared characteristics. You can group by demographics, line of business, behaviors, and more. </p>
<p >Once you have organized your audience, adapt your messaging to align with their needs. You’ll end up with a pretty compelling email your recipients will actually want to read (and act on).<br />
<br />
<strong>Newton’s Third Law</strong></p>
<p><strong> </strong><br />
Actions launch reactions. What you learned in science class can apply to email personalization, too. </p>
<p >Someone fills out an online form. He signs up for a newsletter. Or, she buys an insurance policy. They not only welcome a response from you in these situations. They expect one. </p>
<p >By sending that email, you are providing a real-time reaction to their behavior. This is behavioral marketing. It’s one of the most successful strategies for personalized experiences.</p>
<p >The easiest way to use behavioral marketing in your email strategy is a <a href="https://www.getitc.com/blog/marketing/2016/07/01/a-great-first-impression-the-welcome-email#.WCCWUS0rKUl">welcome campaign</a>. Or, an email confirmation from a quote request. </p>
<p >Once you get comfortable with those campaigns, start adding in <a href="https://www.getitc.com/blog/marketing/2015/07/13/why-your-insurance-agency-needs-a-drip-campaign#.WCCWcS0rKUl">drip campaigns</a>. </p>
<p >ITC customers with <a href="https://www.getitc.com/products/automated-agency-marketing/features/mailing-statistics">AgencyBuzz</a>, <a href="https://www.getitc.com/products/websites/">Insurance Website Builder</a> and/or <a href="https://www.getitc.com/products/rating/">TurboRater </a>get a bonus. Our automated campaigns are easy to set up, and they can go out to your online visitors who fill out forms or request quotes.<br />
<br />
<strong>It’s okay to have personality</strong></p>
<p >Email marketing doesn’t have to be rigid and formal. Ditch <a href="https://www.getitc.com/blog/marketing/2012/02/15/writing-an-effective-email-the-difference-in-formal-and-informal-writing#.WCCW0i0rKUk">formal, third-person language</a>, and the masked catchall email address you send from. Like <a href="mailto:noreply@myinsurance.com">no-reply@myinsurance.com</a>. </p>
<p >Instead, show your brand’s personality through everyday language and second-person pronouns. Try sending your emails from an actual agent’s email address. </p>
<p >This switch creates an immediate conversation with your recipients. It invites them to build a more personal relationship with you. A relationship that could turn into brand loyalty and lifelong clients. </p>
<p >Personalization is the best way to take your email marketing to the next level. What ways are you personalizing your emails?</p>
<div> </div>urn:uuid:1047This is the Way: Justin Costa - Agency Rating BlogThis is the way Justin Costa, carrier business development director at ITC, works.2016-11-08T09:00:00Z2024-03-19T05:52:04Z<img alt="This is the Way: Justin Costa" style="width: 700px; height: 373px; margin-top: 5px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/JustinCosta/This-is-the-Way.jpg" />
<p> </p>
<p>More than 25 years ago, Justin Costa met a man who was opening insurance agencies in south Florida. He wanted to get involved because he saw an opportunity to learn a new business. He soon discovered that while he enjoyed insurance, what he liked even more was the challenge of building a business from scratch.<br />
<br />
Justin describes his career as a series of defining moments when he’s had to make ethical and moral decisions. “These decisions helped define me as a person. They may have cost me a lot of money over the years, but I can surely get up and look myself in the mirror every morning.”<br />
<br />
From his time as an agent to now on the technology side, Justin likes the insurance industry because he’s always felt like he’s helping others. I talked with Justin about his journey in the industry. This is the way Justin Costa works.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
<br />
Flower Mound, Texas<br />
<br />
<strong>Current gig:</strong><br />
<br />
Carrier Business Development Director<br />
<br />
<strong>One word that describes how you like to work.</strong><br />
<br />
To be challenged. And challenged I am for sure. I love it.<br />
<br />
<strong>Current mobile device:<br />
</strong><br />
Samsung Note 5<br />
<br />
<strong>Current computer:</strong><br />
<br />
Lenovo Thinkpad <br />
<strong><br />
Accomplishments you’re proud of:</strong><br />
<br />
I’m proud that I’ve successfully worked for others and also had the experience of starting a company and have worked for myself as an owner. Both have pros and cons. But having built your own company, you then garner a lot more respect towards others whom you may work with or for in the future.<br />
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
Personally: To continue to raise my children to be the best and most productive young adults that they can be.<br />
<br />
Career: Continue to improve and evolve the product offerings that I represent at ITC <br />
<strong><br />
Aside from your phone and computer, what gadget can’t you live without and why?</strong><br />
<br />
My wife’s not a gadget, but I surely can’t live without her. But, when it comes to living without gadgets, I’ll adapt. There really isn’t one I can’t live without. We have a mess of things in our lives now that I didn’t have as a child, and I was happy. So I would adapt to be happy again… without.<br />
<br />
<strong>What’s the most recent app you’ve downloaded but have yet to use?</strong><br />
<br />
None. I eliminate apps I don’t use unless they just came with the OS.<br />
<br />
<strong>Describe your workspace.</strong><br />
<br />
For me, it is a very diverse place that have all kinds of great people with different life stories and experiences. A lot of good and interesting people at ITC, if you take time to chat with them.<br />
<br />
<strong>What does a typical day look like for you?</strong><br />
<br />
Up with the children at 6 a.m. Take them to school and then into the office and back home “sometime” in the evening. <br />
<br />
<strong>How do you manage your to-do list?</strong><br />
<br />
My to-do list is very, very fluid. It can change daily or at a moment’s notice. Requests for meetings or contract negotiations can randomly come in at any moment.</p>
<p> </p>
<p><img src="/images/blog/ThisistheWay/JustinCosta/Justin-golf.jpg" style="width: 500px; height: 282px; margin-top: 10px; margin-bottom: 10px;" alt="Justin Costa golfing with Laird Rixford and Daniel Ochoa" /><br />
<br />
<strong>What’s your best time-saving tip or hack?</strong><br />
<br />
Just say no.<br />
<br />
<strong>What is your best everyday habit?</strong><br />
<br />
Kiss my wife.<br />
<br />
<strong>What are your biggest professional challenges?</strong><br />
<br />
Maintaining ITC’s relationships in the industry.<br />
<br />
<strong>What is your motto or personal mantra?</strong><br />
<br />
How can I help?<br />
<br />
<strong>What do you listen to while working?</strong><br />
<br />
Wow, that varies according to the mood I’m in. It can be rock, classical, jazz or big band.<br />
<br />
<strong>What are you currently reading?</strong><br />
<br />
When I have the interest and time, which is rare. But right now I’m trying to dig into Mike Greenberg’s “Why My Wife Thinks I’m An Idiot.” This is unique for me because typically I spend time reading informational or informative books or online information. Not fiction or stories. I’m kind of odd that way.<br />
<br />
<strong>How do you decompress?</strong><br />
<br />
Stay home and be my wife and children. That is where I am happiest.<br />
<br />
<strong>What are you watching on Netflix right now?</strong><br />
<br />
Heck, I don’t know. My wife chooses all of that. I just go with the flow.<br />
<br />
<strong>What gets you out of bed in the morning?</strong><br />
<br />
Cold mornings. Especially snowy ones, which, unfortunately, are rare in north Texas. I love them. I enjoy working around the house on cold mornings.<br />
<br />
<strong>What’s the best advice you’ve ever received?</strong><br />
<br />
Always be honest regardless of consequences. <br />
<br />
<strong>If you could switch jobs with someone, who would it be?</strong><br />
<br />
Mario Lemieux, former hockey player and current owner of the Pittsburgh Penguins; Robert Kraft, CEO of the New England Patriots; or John Henry, principal owner of the Boston Red Sox.<br />
<br />
<strong>Who would you like to see in a future <em>This is the Way </em>post?<br />
</strong><br />
Aaron Gander of Stalwart Insurance and Sean Willoughby-Ray of Scott Insurance.<br />
<em><br />
The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://twitter.com/instechcorp" target="_blank">Tweet us</a> or leave it in the comments below.</em></p>urn:uuid:1045Why You Can’t Just SEO Your Insurance Website - Agency Marketing BlogSEO is not a one-off activity on your insurance website. There is no a quick fix. Here’s why. 2016-11-07T09:00:00Z2024-03-19T05:52:04Z<p><img style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" alt="man touching screen" src="/images/blog/DylanBrooksBlogs/SEO-Touchpoints.jpg" />As an internet marketer in the insurance industry, I hear it all too often from agents.<br />
<br />
“Well, I redesigned my <a href="https://www.getitc.com/!/insurance-website"><strong>insurance website</strong></a>, and I SEO-ed it, but I’m not showing up on Google.”<br />
<br />
The not showing up on Google part of that statement is problematic. <br />
<br />
Search engine optimization (SEO) isn’t a one-off activity. It’s not a verb. It’s a noun. <em>You can’t just SEO a website.</em><br />
<br />
Let’s take a closer look at why that is.<br />
<br />
<strong>The Search Game is Evolving</strong><br />
<br />
When agents use the term <em>SEO-ing their website</em>, they’re talking about a couple things. <br />
<br />
First, <a href="https://www.getitc.com/blog/marketing/2016/03/30/how-much-do-keywords-matter-to-your-insurance-website#.WBtGvi0rKUl">adding keywords to the website’s content</a>. Then <a href="https://www.getitc.com/blog/marketing/2010/04/13/ever-googled-your-insurance-agencys-name#.WBtGzi0rKUl">title tags</a> and <a href="https://www.getitc.com/blog/marketing/2015/10/28/7-steps-to-optimizing-images-for-seo#.WBtG3C0rKUl">image alt tags</a>. All this in hopes the search engines will start ranking the website for those terms.<br />
<br />
This tactic alone worked well in the early days of SEO. But, search engines have evolved to better match search intent. <br />
<br />
Google incorporated <a href="https://www.getitc.com/blog/marketing/2014/05/30/how-hummingbird-impacts-the-content-on-your-insurance-website#.WBtG6i0rKUl">semantic search</a> and <a href="https://www.getitc.com/blog/marketing/2015/12/16/be-the-answer-navigating-your-insurance-agency-website-through-a-machine-driven-search-landscape#.WBtG9i0rKUl">machine learning </a>mechanisms into their algorithms. They did this as part of their goal to display relevant websites for the search in question.<br />
<br />
These initiatives have had a profound effect on instant SEO. What do I mean by instant SEO? </p>
<p>It's expecting an immediate boost in rankings from just adding some keywords in your website content or HTML code. It takes more than plugging in a few keywords to rank these days. <br />
<br />
Now, a website must prove its worth to search engines. That’s almost impossible to do overnight.<br />
<br />
<strong>You Can’t <em>Set and Forget</em> Trust</strong><br />
<br />
Why have search engines changed their algorithms in ways that undercut instant SEO? Because they’re looking to incorporate trust in the information-retrieval process.<br />
<br />
The search engines are pushing trust because consumers have always demanded it. <br />
<br />
Before the internet, shoppers took a brand’s reputation into account when making purchasing decisions. They still do today. <br />
<br />
Why? Because trust assures consumers they’re making the right choice.<br />
<br />
For these reasons, search engines have to show trustworthy websites in results. <br />
<br />
The one-off process of <em>SEO-ing a website</em> runs counter to this mission of trust. <br />
<br />
Splashing a bunch of keywords throughout a website doesn’t move the trust needle. It likely won’t help your insurance website much in the search rankings. This is a major reason why the idea of <em>just SEO-ing a website</em> doesn’t work.<br />
<br />
Earning trust online takes time, dedication and consistency. It takes a little elbow grease. But, it can make all the difference for SEO success for your insurance website.<br />
<br />
<strong>SEO is a Process</strong><br />
<br />
An effective SEO strategy is a long-term process based on trust-building. So, what should it look like for you? <br />
<br />
Well, start with the tactics I listed above. Add relevant keywords to your insurance website. Make sure the search engines can read your website content.<br />
<br />
Focus your content on your agency’s expertise. Post it to your website in the form of <a href="https://www.getitc.com/blog/marketing/2015/06/29/blogging-101-how-to-write-a-blog-post#.WBtHQC0rKUl">blog articles</a>, <a href="https://www.getitc.com/blog/marketing/2016/04/13/adding-video-to-your-agency-marketing-plan#.WBtHXC0rKUk">videos</a>, FAQs, <a href="https://www.getitc.com/blog/marketing/2016/03/23/generate-leads-with-a-lazy-landing-page#.WBtHZy0rKUk">landing pages</a> and more. <br />
<br />
<a href="https://www.getitc.com/blog/tag/backlinks/">Earn links from authoritative websites</a> in your niche or your geographic region. <a href="https://www.getitc.com/blog/marketing/2016/05/11/your-social-media-game-plan-in-3-easy-steps#.WBtHhy0rKUk">Develop a presence </a>on your agency’s social media channels to connect with your clients. And <a href="https://www.getitc.com/blog/marketing/2016/05/16/the-secrets-of-branding#.WBtHky0rKUl">build up your agency brand</a> online.<br />
<br />
These tactics need a commitment of time and attention. But, they can help your agency gain trust online with both consumers and search engines. And, your search rankings should rise as a result.<br />
<br />
You can’t just SEO an insurance website. But by going the extra mile, you can see SEO success.<br />
<br />
<em>Looking for more SEO guidance? Request a <a href="https://www.getitc.com/products/websites/consultation/?camp=110716marketingblog">f</a><a href="https://www.getitc.com/products/websites/consultation/?camp=110716marketingblog">ree agency consultation </a>with one of our online marketing experts.</em></p>
<div> </div>urn:uuid:1042Top Trends for Today’s Insurance Website - Agency Marketing BlogMake sure your insurance website on-trend to successfully attract customers and prospects.2016-11-04T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/KarlyBlogs/6-21-2016%2011-25-21%20AM.jpg" alt="businesspeople walking" style="float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Where are insurance website trends today, and where are they going? Is your agency losing online prospects as your website design gets stale?</p>
<p>Together, let's take a hard look at what new website trends your insurance website should take part in to stay competitive. <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?camp=marketingblog">Join me for Masters of Marketing</a>, a monthly marketing webinar where we will be reviewing the following and more:</p>
<ul style="margin-left: 40px;">
<li>Responsive design and mobile websites</li>
<li> Blogging </li>
<li>Staying active with your website design</li>
<li>Phasing out Flash</li>
</ul>
<p>Don't miss out on any more online leads. <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?camp=marketingblog">Register today</a> for the next Masters of Marketing.</p>urn:uuid:1044What's in Release 6.0.39.17 of InsurancePro - Agency Management BlogThese are the changes in the latest release of ITC’s agency management system InsurancePro.2016-11-03T06:00:00Z2024-03-19T05:52:04ZThese are the enhancements that are included in the latest release of agency management system InsurancePro (Release 6.0.39.17).<br />
<br />
<ul class="ulstyle-bullets">
<li>Added the ability to import fifth and sixth drivers and vehicles from an Excel spreadsheet.</li>
<br />
<li>Added ability to email receipts.</li>
<br />
<li>Added new payment methods.</li>
<br />
<li>Added effective date and expiration date on search window.</li>
<br />
<li>Added option to split company fees among payments for calculating commissions.</li>
<br />
<li>Added option to turn off displaying fee on receipt.</li>
<br />
<li>Added option to make email and cell phone required.</li>
<br />
<li>Sped up the loading of the login window.</li>
<br />
<li>Corrected issue with rounding in the agency commission screen.</li>
</ul>urn:uuid:1038Get the Most Out of Your Insurance Website During the Holidays - Agency Marketing BlogSpruce up your insurance website for the holidays. It’s easy with these five steps. 2016-11-02T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/KarlyBlogs/holiday-laptop.jpg" alt="holiday laptop" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />More and more folks do their holiday shopping online these days. Studies show 80 percent of people now research products and services online before buying. </p>
<p >Take a hint from online retailers this year. Make your <a href="https://www.getitc.com/!/insurance-website"><strong>insurance agency website</strong></a> ready for the impending holiday season. </p>
<p >How will you stand out from your competitors this holiday season? Can you capture online prospects in the coming months? </p>
<p >Below are five seasonal ways you can get the most out of your insurance agency website.</p>
<p ><strong>1.<span class="Apple-tab-span" style="white-space:pre;"> </span>Imagery</strong></p>
<p >Include a <a href="https://www.getitc.com/blog/marketing/2015/08/12/lets-get-visual-using-images-to-engage-your-audience#.WAaM04MrKUl">holiday graphic on your website</a>. This is a no-brainer and easy to implement. A relevant holiday image shows visitors you are staying up to date with the seasons.</p>
<p >Recent activity on your insurance website tells your prospects you are on top of things. It gives them confidence and a willingness to buy from you. </p>
<p >Frequent updates also benefit your search engine rankings. Google rewards websites with fresh content. </p>
<p >Switch out a general picture on your home page for one that is simple and seasonal. You don’t have to use over the top or customized images. </p>
<p ><strong>2.<span class="Apple-tab-span" style="white-space:pre;"> </span>Specials and Discounts</strong></p>
<p >People are looking for deals now more than any other time during the year. Look to the prevalence of Black Friday and Cyber Monday for proof. Don’t miss out on the excitement!</p>
<p >So how does your insurance agency website cash in? You can’t discount the insurance, but you can do special promotions. </p>
<p >Create a special call to action for the holidays. Your offer could be as simple as a free policy review. Or, promote the potential for discounts for bundling policies. </p>
<p >The holidays are also a great time for a referral program or customer appreciation.</p>
<p ><strong>3.<span class="Apple-tab-span" style="white-space:pre;"> </span>Email Marketing</strong></p>
<p >Email marketing is a natural extension of your website and agency. So, you need to keep your email marketing efforts relevant. </p>
<p >Use <a href="https://www.getitc.com/blog/marketing/2013/10/30/how-to-create-and-send-holiday-mailings-in-agencybuzz#.WAaNEIMrKUl">a holiday template</a> to send warm wishes to your contact list. Write a blog post with <a href="https://www.getitc.com/blog/marketing/2016/06/29/youre-closed-on-july-4th-so-what#.WAaNEYMrKUk">valuable information</a> like community events or family favorite recipes. Include a preview and link in your holiday email. </p>
<p >Also, let people know if you will have special business hours. </p>
<p ><strong>4.<span class="Apple-tab-span" style="white-space:pre;"> </span>Advertising</strong></p>
<p >The holiday season is the busiest time of the year for shopping. While people may not be shopping for insurance, it’s a still a good idea to <a href="https://www.getitc.com/blog/tag/advertising/">advertise</a>. Bump up your agency’s PPC campaigns. Or, try out some new targeted social ads on Facebook or LinkedIn. </p>
<p >Make sure you are driving traffic to your website or landing page. People will see your ad and become familiar with you. </p>
<p ><strong>5.<span class="Apple-tab-span" style="white-space:pre;"> </span>Online Transactions</strong></p>
<p >More and more people are <a href="https://www.internetretailer.com/2015/08/18/mobile-commerce-now-30-all-us-e-commerce" target="_blank">using mobile devices to do business</a>. A consumer-focused business should have several payment options, including mobile payments. Make sure you can accept mobile payments. </p>
<p >Prospects like to know they can easily make payments through methods convenient for them. This also shows your agency is eager to meet their needs. A little convenience during this hectic time of year goes a long way. </p>
<p ><br />
Use your website as a way to confirm you are reliable and trustworthy this holiday season. A few, simple changes can help you get the most of your website.</p>
<div> </div>urn:uuid:1041Operation Agency Success: Where the Auto Insurance Market is Heading - ITC VideosThe auto insurance industry is changing and technology is leading the way.2016-11-01T09:00:00Z2024-03-19T05:52:04Z<img alt="" style="display:none;" src="/images/blog/oas/laird-rixford-auto-insurance.jpg" /><iframe style="margin-top:8px;" src="https://player.vimeo.com/video/189696421?color=ff9933&autoplay=1" width="654" height="368" frameborder="0"><noframes><img alt="" src="/images/blog/oas/laird-rixford-auto-inisurance.jpg"></noframes></iframe>
<p> </p>
<p>The auto insurance market is changing. ITC President Laird Rixford talks about how technology is affecting the industry.</p>
<h2 class="subtitle">Related Articles</h2>
<p><a href="https://www.getitc.com/blog/management/2016/10/18/the-insurtech-revolution-why-optimism-isnt-enough">The Insurtech Revolution: Why Optimism Isn't Enough</a></p>
<p><a href="https://www.getitc.com/blog/management/2016/05/17/more-than-just-rating-a-revisit">More Than Just Rating: A Revisit</a></p>
<p><a href="https://www.getitc.com/blog/management/2016/07/19/why-you-need-to-make-it-easy-for-consumers">Why You Need to Make It Easy for Consumers</a></p>urn:uuid:1035Teach Your Old Insurance Website New Tricks - Agency Marketing BlogKeep your insurance website design from getting stale and outdated with these fast and easy tips.2016-10-31T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/KirstenThortonBlogs/dog-at-computer.jpg" alt="dog at laptop" style="width: 300px; height: 200px; float: right; border-width: 1px; border-style: solid;" />No matter how good your <a href="https://www.getitc.com/!/insurance-website-designs"><strong>insurance website design</strong></a>, times will change. Design trends will evolve. With time, your website will get stale. <br />
<br />
You don’t have to do a total redesign. Just breathe some new life into your website. <br />
<br />
Here are a few ways to update your insurance website without spending too much time or money.<br />
<strong><br />
Update Those Reviews</strong><br />
<br />
Have <a href="https://www.getitc.com/blog/marketing/2012/02/14/top-7-tips-for-effective-customer-testimonials#.WATduYMrKUk">some testimonials</a> on display for your website visitors? Make sure they’re recent. <br />
<br />
A few months in real life can appear to be an eternity on the internet. A sudden drop off in testimonials looks like you stopped pleasing clients. <br />
<br />
Don’t get too comfortable. Keep asking for those testimonials.<br />
<br />
<strong>Rearrange the Furniture<br />
</strong><br />
Just like in a home, sometimes we need to view the major items from a new angle. <br />
<br />
Does your insurance website have a lot of extra information in the header? Try moving some down by the footer! <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2014/07/21/navigating-your-insurance-website-organization-better-usability#.WATd54MrKUk">Navigation menu</a> hanging out in the middle? Try sticking it to the top of your website. <br />
<br />
Don’t be afraid to stray from convention and move some items around. Taking these risks can keep your website from looking stale.<br />
<br />
<strong>Keep It Short and Sweet<br />
</strong><br />
If you still have long forms on your insurance website, think about cutting it down a bit. <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/10/12/how-to-get-more-conversions-on-your-insurance-website#.WATeB4MrKUl">Studies have shown </a>fewer questions and less options lead to a higher rate of conversion. Try a short contact form that promises a response or follow-up in a set timetable. <br />
<br />
<strong>Don’t Forget Carrier Logos<br />
</strong><br />
Carriers often merge or update their branding and logos. Make sure you keep up. Don’t <a href="https://www.getitc.com/blog/marketing/2015/02/11/is-your-carrier-a-partner-of-your-agency#.WATeH4MrKUk">feature a carrier’s outdated logo </a>on your insurance website. <br />
<br />
This hurts your relationship with the carrier if it’s noticed by consumers. It also sends a negative message about how much you pay attention to your relationships. <br />
<br />
<strong>Stay Current <br />
</strong><br />
This one seems like a no-brainer. But, like I mentioned, <a href="https://www.getitc.com/blog/marketing/2015/02/09/what-a-neglected-blog-says-about-your-insurance-agency#.WATeQ4MrKUk">an abandoned blog</a> is a negative for your website. <br />
<br />
If you’ve <a href="https://www.getitc.com/blog/tag/10%20things/">run out of ideas</a>, don’t be afraid to stray from the topic of insurance. Blogging about current events shows a more personal and in-touch side of your agency. <br />
<br />
Start with a few fun posts that relate to consumers while still being outside the realm of insurance. <br />
<br />
Plus, fresh content on your insurance website also helps you rank in the search engines. <br />
<br />
<strong>Try Sweepstakes or Specials</strong><br />
<br />
Time sensitive contests are a great way to bring some excitement to your website. It also ensures there is fresh activity for your agency too. <br />
<br />
There are lots of ways to go about it. Monthly or quarterly referral program. Timely social media contests like Halloween costumes or Thanksgiving recipes. <br />
<br />
These are fun ways to test the temperature of your audience and gauge their engagement with you. <br />
<br />
<strong>Address Pages with No Traffic</strong><br />
<br />
Content is king, but fruitless content can be detrimental. You may think that since nobody is reading it, why waste your time adjusting it. <br />
<br />
But someone is reading it: search engines. <br />
<br />
Fresh content speaks volumes to search engines. No matter how hidden this dusty content may be, search engines know it’s there and getting stale. <br />
<br />
Don’t let old content stink up your insurance website and bring it down in rankings. Update it and <a href="https://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website#.WATefIMrKUk">create high-quality content </a>instead.<br />
<br />
<br />
Don’t get caught getting too comfortable. Try some of these tips.<br />
<br />
You can put most of these changes in place in a few days. Or, work them into your normal routine. You’ll get them all done in a short amount of time.<br />
<div> </div>urn:uuid:1032Gobble Up These 10 Content Ideas for November - Agency Marketing BlogHere are some great winter and holiday-themed blog ideas for your insurance agency website. 2016-10-26T09:00:00Z2024-03-19T05:52:04Z<p><img style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" alt="10 content ideas for november" src="/images/blog/EmilyKaltmanBlogs/November.jpg" />Ah, the holidays. Utter that word, and you’ll get many different reactions. One of joy. One of stress. One of anticipation, perhaps. And, for most people a combination of all three. </p>
<p>Here are 10 content ideas for your insurance agency website this November. You can use these topics on your blog, agency newsletter, or social media profiles.</p>
<p> </p>
<p><strong>1.<span style="white-space: pre;" class="Apple-tab-span"> </span>Veterans Day - November 11th </strong></p>
<p>The first national celebration of Veterans Day was in 1947. It expanded Armistice Day to celebrate all veterans, not just those who died in World War I. In 1954 President Eisenhower signed the bill establishing this day as a tribute to all U.S. veterans. </p>
<p>Commemorate those who served and sacrificed for the common good. Post an appropriate message on your social channels. Or, share information on local parades. </p>
<p> </p>
<p><strong>2.<span style="white-space: pre;" class="Apple-tab-span"> </span>Hunting Safety</strong></p>
<p>Depending where you’re located and what you’re hunting, hunting season is upon us! </p>
<p>Do some research on this topic, and write a blog about common safety tips. You can share this blog post many times, depending on when your local seasons begin and end. </p>
<p> </p>
<p><strong>3.<span style="white-space: pre;" class="Apple-tab-span"> </span>Comfort Food Recipes </strong></p>
<p>A light-hearted general interest blog post about comfort foods is sure to be a success. Share a few of your family’s favorite dishes, and don’t forget to add some pictures of the final product!</p>
<p>Even better, choose recipes using in-season produce and ingredients. For bonus points add in a recipe for turkey leftovers. </p>
<p>Another idea: Choose one dish and have a cookoff in your office. Share pictures and the winning recipe in your newsletter or on social media.</p>
<p> </p>
<p><strong>4.<span style="white-space: pre;" class="Apple-tab-span"> </span>Winter Car Checkup </strong></p>
<p>Ice scraper? Check. Tire chains? Check. Extra blanket? Check. </p>
<p>Driving in the wintertime means a different set of safety and backup items to keep in your car. Share a checklist with your readers of what items to keep in their trunks. </p>
<p> </p>
<p><strong>5.<span style="white-space: pre;" class="Apple-tab-span"> </span>First Freeze: What to Do </strong></p>
<p>Is your area’s first freeze on the horizon? Let your clients know severe weather is on the way and how to prepare. </p>
<p>For example, outdoor potted plants should be brought into the garage. And, keep pipes from bursting by leaving the faucet dripping and cabinets open. </p>
<p> </p>
<p><strong>6.<span style="white-space: pre;" class="Apple-tab-span"> </span>Garage Clean Out </strong></p>
<p>When you have a house, it’s easy to toss things in the garage for temporary storage and then forget about it. Repeat this process many times over the years, and things start to get a little cluttered. </p>
<p>Encourage your readers to spend a morning purging the extra stuff in the garage. List a few places they can donate items. Or, they can sell them in a community garage sale. </p>
<p>Even better, collect the donation items at your office. It’s a great way to bring people to your office while serving your community.</p>
<p> </p>
<p><strong>7.<span style="white-space: pre;" class="Apple-tab-span"> </span>Winter Life Hacks </strong></p>
<p><a target="_blank" href="https://en.wikipedia.org/wiki/Life_hack">Life hacks</a> are simple ways to make life easier. I think there are some genius life hacks out there. </p>
<p>We all have our own, probably without even realizing it. Do you have any winter-themed life hacks? List them in a fun, seasonal blog post.</p>
<p>Here’s mine: I always end up receiving a pair of gloves as a holiday gift each year. Over time I have collected quite a few. </p>
<p>Now I store gloves in the pockets of every coat in the closet. That way I don’t have to remember to grab a pair on the way out of the house. Plus, I always know where they are.</p>
<p> </p>
<p><strong>8.<span style="white-space: pre;" class="Apple-tab-span"> </span>Easy DIY Decorations</strong></p>
<p>Readers love free, do-it-yourself ways to make their homes look great for the holidays. This blog post won’t take long to put together and is quite shareable. </p>
<p>Research a few holiday décor tutorials that use materials sourced from household items. Compile them into a blog post, and publish. Done!</p>
<p> </p>
<p><strong>9.<span style="white-space: pre;" class="Apple-tab-span"> </span>Thanksgiving – November 24<br />
</strong><br />
Is your agency closed or open during special hours for the Thanksgiving holiday? Be sure to notify your customers of this change. Leave emergency contact information on your office voicemail in case of a holiday fiasco. <br />
<br />
Even better, if you <a href="https://www.getitc.com/blog/marketing/2016/06/29/youre-closed-on-july-4th-so-what#.V_6kZ_krKUk">combine this closure notification</a> with something fun like #3.<br />
<br />
<strong></strong></p>
<p><strong>10.<span style="white-space: pre;" class="Apple-tab-span"> </span>Black Friday and Cyber Monday – November 25 and 28</strong></p>
<p>A fun way to commemorate these holidays is to share a few funny pictures or memes on your social channels. You can also go the serious route with a blog post about protecting privacy while shopping online. </p>urn:uuid:1040This is the Way: Lori Herrington from Aspen MGA - Agency Rating BlogWith goals like tripling Aspen MGA’s footprint and running a half marathon, Lori Herrington has a lot going on. This is the way Lori works.2016-10-25T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/ThisistheWay/LoriHerrington/This-is-the-Way.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" alt="This is the Way: Lori Herrington from Aspen MGA" /></p>
<p>Lori Herrington got her start in the insurance industry as an agent. Eventually, she decided she didn’t want to be tied to a desk anymore. So, she took a job with one of the oldest MGAs in Texas as a claims adjuster.<br />
<br />
Once during this time period, an insured feigned ignorance of the existence of her son, a 21-year-old nondisclosed driver. Twenty minutes later she called back with the sudden recollection that did have a son after all.<br />
<br />
With her curious nature, love of travel, and gift of gab, it was obvious to Lori that she belonged in sales and marketing. After a few years as a claims adjuster, Lori moved to the MGA’s marketing department. In 2015 she joined Aspen MGA as their marketing director and has helped facilitate their successful first quarter launch 2016.<br />
<br />
Lori likes the insurance industry for its limitless opportunities. “There are so many success stories amongst my peers from many different backgrounds.”<br />
<br />
I talked with Lori about what she likes most about her job and more. This is the way Lori Herrington works.<br />
<br />
<><><><br />
<strong><br />
Location:</strong><br />
<br />
Hallsville, Texas<br />
<br />
<strong>Current gig:</strong><br />
<br />
Marketing director for Aspen MGA<br />
<br />
<strong>One word that describes how you like to work.</strong><br />
<br />
Potently<br />
<br />
<strong>Current mobile device:</strong><br />
<br />
iPhone 6+<br />
<br />
<strong>Current computer:</strong><br />
<br />
Dell laptop that utilizes a docking station. Very handy.<br />
<br />
<strong>Project(s) you’re currently working on:</strong><br />
<br />
Hollywood theme convention booth. Increasing Aspen’s presence in Texas. Writing a short industry relevant article. Honing Excel, Outlook, Conferencing, Trello Board skills to increase work/time efficiency. Mapping out first quarter marketing strategy for 2017.<br />
<br />
<strong>Accomplishments you’re proud of:</strong><br />
<br />
Business – The very successful launch of Aspen MGA in 2016. Personal – Training for and completing a half marathon in 2016.<br />
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
To triple Aspen’s footprint in Texas and to run another half marathon. I will get there by accomplishing the projects in my outline above, aligning my focus and surveying my progress. I am definitely looking forward to 2017. </p>
<p> </p>
<img alt="Lori running" style="width: 376px; height: 500px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/LoriHerrington/running.jpg" /><br />
<p>
<br />
<strong>What do you like most about your job?</strong><br />
<br />
The core values behind Aspen. It’s not just a great story; it is the Aspen Way. I excitedly signed on with Paul in the infant stages of the company knowing that we were going to build something exceptional. I love being a part of this and witnessing how the entire Aspen team embraces our dynamic culture every day. I work with exceptional people whom I believe in. That is a blessing, and it keeps me inspired.<br />
<br />
<strong>What technology, apps or tools can’t you live without? </strong><br />
<br />
My iPhone is ALWAYS with me – unless I am in the water somewhere. It’s my mini-computer. Apps = Email, Map my run, GPS, Pandora, Airbnb, YouTube. (I call it the world’s college because you can learn how to do anything on YouTube!)<br />
<br />
<strong>Describe your workspace. </strong><br />
<br />
I have several. You will see evidence of coffee in all of these consistently. Home office looks like someone that is very creative and has many projects going… colorful messes. Aspen MGA office in Flower Mound is bright and streamlined, much neater than my home office. Car office is very comfortable, love my car. <br />
<br />
<strong>How do you manage your to-do list?</strong><br />
<br />
I have many lists for the different aspects of my role with Aspen. For the most part, I keep up with items through Outlook, and I supplement that with an index card system for calls and simple tasks, especially when I am traveling. <br />
<br />
I recently watched a presentation utilizing a Trello board, which I will incorporate to better manage the lists. Watch out my tech friends… I will be calling you for help on this.<br />
<br />
<strong>What do you do when you finish a big project? Do you celebrate? Or, move straight to the next item on your list?</strong><br />
<br />
Depends how soon the next task is due. Most of 2016 has had me moving on to the next thing. If time warrants I like to unplug from technology and catch up with family and friends as I tend to be laser focused with my work and can be somewhat out of the loop mid project. <br />
<br />
<strong>Got any time-saving tips or hacks?<br />
</strong><br />
Great question. I need more myself. I’m always on the quest for time management ideas. <br />
<br />
I would say being contemplative in my strategies and approach every day. This allows me to make effective and productive use of my time. Setting timers and alarms on my phone keeps me on track.<br />
<br />
<strong>What is your best everyday habit?</strong><br />
<br />
Remembering why I do what I do.<br />
<strong><br />
What do you listen to while working?</strong><br />
<br />
Podcasts, music and mostly the click, click, click of my keyboard.<br />
<strong><br />
What are you currently reading?</strong><br />
<br />
Never just one with me. I’m always into three or four books. Currently, “The Didymus Contingency” by Jeremy Robinson, “Guerilla Marketing,” and an interpretation of the Tao Te Ching by Dr. Wayne Dyer</p>
<p> </p>
<p><img src="/images/blog/ThisistheWay/LoriHerrington/Lori-and-husband.jpg" style="width: 500px; height: 334px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Lori and her husband" /><br />
<br />
<strong>How do you decompress ?</strong><br />
<br />
Saltwater therapy. Spending time with family and friends. Cooking, eating and exploring. Playing strategic games. <br />
<br />
<strong>What gets you out of bed in the morning?</strong><br />
<br />
Good rest the night before and a little app on my phone called the sleep cycle – chirps like birds – very nice. Then a quick run.<br />
<br />
<strong>What does a typical day look like for you?</strong> <br />
<br />
Lots of emails and lots of phone calls to collaborate with the Aspen and AllStar teams. We haven’t established typical yet, still in the structuring phase of our company. <br />
<br />
Frequently, I start the day evaluating where we are and determining what needs to happen to get us where we want to be and then we circle back to the collaboration. <br />
<br />
<strong>Who are your business idols and why?</strong><br />
<br />
I have three that come to mind. First my boss, Paul Harrison. He operates with immense drive and unwavering integrity. I am honored to work for him. Secondly, my father-in-law, David Herrington. He has quiet, determined power, and his advice is always genius. Lastly, my father. He truly embraced something I call living out loud.<br />
<br />
<strong>What’s your favorite blog or podcast?</strong><br />
<br />
Mixergy podcast and the ITC blog of course.<br />
<br />
<strong>Coffee or tea?</strong><br />
<br />
Coffee as strong as I can get it.<br />
<br />
<strong>What’s your go-to drink at the end of the day?</strong><br />
<br />
Water, wine or whiskey… depends on the day.<br />
<br />
<strong>What’s the best advice you’ve ever received?</strong><br />
<br />
“Just be yourself.” It’s simple and sometimes overlooked. And, “don’t overthink it.” Working on this right now!<br />
<strong><br />
What would you be doing if you weren’t working at Aspen Insurance?</strong><br />
<br />
Traveling and doing mission work. <br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> post?</strong><br />
<br />
Paul Harrison, president of Aspen MGA, and Justin Costa with ITC.<br />
<br />
<em>The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://twitter.com/instechcorp" target="_blank">Tweet us</a> or leave it in the comments below.</em></p>urn:uuid:1034Why Modern SEO Is Perfect for Independent Insurance Agents - Agency Marketing BlogIs SEO freaking you out? Don't worry, you're an insurance agent. 2016-10-24T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/DylanBrooksBlogs/URL.jpg" alt="url" style="width: 300px; height: 173px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />SEO can seem difficult — and scary — at first.<br />
<br />
Setting up your <a href="https://www.getitc.com/!/insurance-website">insurance website</a> so it ranks high in search engines can be daunting. In fact, one wrong move can affect your business. <br />
<br />
Now add in the fluctuating nature of search engines. You might start to feel like Indiana Jones in the Temple of Doom.<br />
<br />
Have no fear. The guidelines for effective SEO have never been clearer. And you, the independent agent, are uniquely qualified to meet them.<br />
<br />
<strong>SEO = Content + Links<br />
</strong><br />
The traits that allow websites to achieve lofty search rankings have long been a mystery. Not anymore. <br />
<br />
Earlier this year, Google unveiled its two most important ranking factors: <a href="http://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882" target="_blank">Content and links</a>. <br />
<br />
Websites with unique, relevant content rank well if other sites link to that content.<br />
<br />
This leaves business owners with two primary SEO goals:<br />
<br />
</p>
<p style="margin-left: 40px;">1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Create content that addresses the searcher’s needs (in the website’s realm of expertise).</p>
<p style="margin-left: 40px;">2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Encourage respected websites in that realm to link to that content.</p>
<p>Modern SEO strategies involve adding highly-targeted, well-researched content to a website. Then, promoting it to other websites in hopes of earning links from those sites. <br />
<br />
It’s straightforward, but it can be challenging for businesses in certain industries to pull off.<br />
<br />
Insurance is not one of those industries.<br />
<br />
<strong>How Independent Agents Can Thrive at SEO<br />
</strong><br />
Businesses most successful at SEO balance expertise and connections. They have both a knowledge base to draw from and the skills required to spread the word about that knowledge.<br />
<br />
Good news. You fit the bill.<br />
<br />
Think about what your agency provides. Yes, you sell policies. But, you also have a wider range of coverage options than the captive agent down the street. You also have plenty of experience selling insurance. <br />
<br />
That means you can help consumers find solutions for their unique coverage needs. You can draw on your position to create content that stands out to consumers and search engines.<br />
<br />
But content alone won’t cut it. Remember: Links are also important.<br />
<br />
Fortunately, as an independent agent, you’re in good shape here too. <br />
<br />
You have relationships with carriers, underwriters and industry organizations. Not to mention your local referral partnerships. <br />
<br />
Make the most of these relationships. Use them to earn links and strengthen business connections.<br />
<br />
You can also work with these partners on some link-earning tactics:</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Guest Blogging:</strong> Post your content to other companies’ websites and link back to your website.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Cross-Promotion:</strong> Encourage companies to link to your content. Or, share it on social media. Reciprocating with a piece of their content.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span><strong>Co-Branded Content: </strong>Collaborate on a research study, infographic or presentation. Then, promote it to both consumers and industry publications.</p>
<p>These tactics can reinforce your business relationships. They can <a href="https://www.getitc.com/blog/marketing/2016/05/16/the-secrets-of-branding#.V__-W_krKUl">build your agency brand</a>. And, they can position your agency as a thought leader. <br />
<br />
Ultimately, these tactics can bring you lots of new revenue for a minimal investment.<br />
<br />
<strong>Better Together<br />
</strong><br />
It’s important to note neither content nor links are effective for SEO alone. <br />
<br />
Creating great material that matches searchers’ needs is essential. If you don’t get other websites to link to it, search engines might ignore it. <br />
<br />
But, if you don’t have great, unique content, you won’t be able to earn links either. <br />
<br />
Still, if you combine content and links, your search visibility could skyrocket. <br />
<br />
This requires an investment of time and hard work. The good things in life often do. But, it can yield outstanding results. Get started today!<br />
<br />
<em>Got questions about SEO? Leave it in the comments below. Or, <a href="https://www.getitc.com/solutions/agency-marketing/consultation/?camp=marketingblog">request a free agency consultation</a>. </em></p>urn:uuid:1039Masters of Marketing – How To Craft Effective Content For Your Insurance Website - Agency Marketing BlogBy strategically aligning the content on your insurance website with specific consumer needs, you can grow your agency's brand visibility and bottom line.2016-10-20T14:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/Masters-of-Marketing.jpg" alt="Masters of Marketing" title="Masters of Marketing" style="float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 5px;" />If you're looking to compete in the online insurance marketplace, you'll need effective content across your agency website. But coming up with unique content that moves the needle can be a tedious process.<br />
<br />
In this Masters of Marketing webinar, I unveiled the key to crafting an effective insurance website content strategy, as well as four concepts to focus on while writing content for individual pages. These tips can help your website build trust, gain visibility and ultimately yield targeted leads.<br />
<br />
I've included a short summary of my presentation, but you'll want to <a href="https://attendee.gotowebinar.com/recording/4983070638072140547" target="_blank">watch the recording here</a> or review the slides below for more details.<br />
<br />
<h2>Setting a Content Roadmap</h2>
<br />
What's the primary purpose of your insurance website? If you answered "To sell policies," you'd be wrong. The primary purpose of your website is to build a connection with consumers. Effective content demonstrates you understand consumer concerns and can provide relevant solutions in their time of need. Keep this goal in mind as your put together content for all of your website pages, from your homepage down to your quote forms.<br />
<br />
<h2>Executing Your Content Strategy</h2>
<br />
Now, it's time to put the plan in motion. When writing content for each page, keep the following concepts in mind.<br />
<br />
<h3>1. Think Consumer-First</h3>
Thanks to the Internet, consumers are now firmly in control of the purchase process. As such, your content shouldn't advertise to them as much as address their needs. Make sure you've researched your target consumers to ensure you're reaching them effectively.<br />
<br />
<h3>2. Benefits Over Features</h3>
It's tempting to list of all the amazing features included in your policy offerings. But consumers care more about the "why" than the "what." Demonstrate how your agency can help solve specific consumer needs.<br />
<br />
<h3>3. Go Local and Personal</h3>
Consumers crave personal connections with the companies they do business with. Leverage your status as a locally based business to build this connection. You can personalize your content by incorporating such features as geography, weather and local events.<br />
<br />
<h3>4. Connect Through Emotion</h3>
Consumers lean heavily on their emotions when making purchasing decisions, so it pays (quite literally) to incorporate emotion into your content. Demonstrate empathy for consumers' problems and then provide relevant solutions through your services.<br />
<br />
By following this framework, you can create content across your website that focuses on connecting, rather than just selling. This can help grow your brand, online visibility and bottom line.<br />
<br />
Want to see more? Here are the slides from the webinar:<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/key/4umb8arspOKhaE" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;"> </iframe>
<div style="margin-bottom:5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/a-bridge-to-success-how-to-craft-effective-content-for-your-insurance-website" title="A Bridge to Success: How to Craft Effective Content for your Insurance Website" target="_blank">A Bridge to Success: How to Craft Effective Content for your Insurance Website</a> </strong> from <strong><a target="_blank" href="//www.slideshare.net/InsTechCorp">Insurance Technologies Corporation (ITC)</a></strong> </div>
Join us for the next Masters of Marketing webinar — <br />
<em>Top Trends for Today's Insurance Website</em>, presented by Karly Baker — on Thursday, November 17th at 12 p.m. CST (1 p.m. EST, 11 a.m. MST, 10 a.m. PST). If you are not currently registered for Masters of Marketing, <a href="https://www.getitc.com/solutions/agency-marketing/webinar/" target="_blank">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.urn:uuid:1033Email Statistics for Beginners - Agency Marketing BlogNot sure what agency marketing metrics to track for your email campaigns? Here’s a primer. 2016-10-19T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/MalikaJamesBlogs/laptop-fixer.jpg" alt="computer-fix" style="width: 300px; height: 225px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />So, you’ve been trying your hand at email marketing. You might have even gotten a few leads. Things seem to be going pretty well. </p>
<p >But, how can you know for sure you’re getting the most from your email marketing? Start with your statistics. </p>
<p >Any email marketing tool worth its salt will <a href="https://www.getitc.com/products/automated-agency-marketing/features/mailing-statistics">have statistics for every email you send out</a>. </p>
<p >There’s so much information you can get from these systems. Some people get overwhelmed. Don’t be that person! </p>
<p >Here are a few terms you will see when looking through your email marketing statistics. </p>
<p ><strong>Open Rate</strong></p>
<p >Open rate reflects how many times people opened the email you sent them. If someone re-opens your email, each open will count. </p>
<p >The unique open rate is the number of people who opened the email. Each person is only counted once. This statistic doesn’t take into account several opens from a single contact. </p>
<p >So what’s a good open rate? The average open rate in the insurance industry is 21.09 percent, according to <a href="http://mailchimp.com/resources/research/email-marketing-benchmarks/" target="_blank">MailChimp</a>. </p>
<p >But, every agency’s email performance is different. Play with the subject lines of your emails to see how your open rates change.</p>
<p >Keep in mind that open rate is <a href="https://www.getitc.com/blog/marketing/2014/07/09/3-worthless-agency-marketing-metrics#.V__k8PkrKUk">not worth much</a>. Yes, it’s good to know. But there are more important metrics to focus on…</p>
<p ><strong>Click-Through Rate</strong></p>
<p >Click-through rate (CTR) measures how many times people clicked a link in your email. Like open rate, you can have total CTR, which measures the total number of clicks. There is also unique CTR, which measures the unique number of people who clicked.</p>
<p >What’s a good click-through rate? The average unique CTR for the insurance industry is 2.15 percent.</p>
<p >Is your CTR below average? You can <a href="https://www.getitc.com/blog/marketing/2014/12/22/how-to-improve-your-click-through-rate#.V__lBfkrKUk">improve it</a>. </p>
<p >Click-to-open rate (CTOR) is usually not calculated for you, but it’s worthwhile to keep an eye on. This metric can tell you how engaging your emails are. It measures, of the recipients who opened the email, how many clicked. Here’s how to calculate it: Divide unique clicks by unique opens. Multiply by 100 to express it as a percentage. </p>
<p ><strong>Bounces</strong></p>
<p >A bounced email is one that was not delivered. The recipient email server is bouncing the email back out. </p>
<p >There are two types of bounces: soft and hard bounces.<span class="Apple-tab-span" style="white-space:pre;"></span></p>
<p style="margin-left: 40px;"><span class="Apple-tab-span" style="white-space:pre;"> </span><br />
•<span class="Apple-tab-span" style="white-space:pre;"> </span><strong>Soft bounces </strong>from valid email addresses could receive your email on another occasion. For example, your email wasn’t delivered because an inbox was full, or the email was too big. Or, the server blocked you because it deemed the email spam.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span><strong>Hard bounces</strong> are undeliverable. You should not attempt a second send to an email address that hard bounced. For example, your email wasn’t delivered because the email address doesn’t exist. </p>
<p >The average rate for soft bounces in the insurance industry is 0.77 percent. </p>
<p >These numbers might seem overwhelming. You send out an email to your contacts, and we’re telling you not to expect more than 21% of them to open the email. But don’t fret. </p>
<p ><strong>ROI</strong></p>
<p >The average return on investment (ROI) for email marketing is $38 for every dollar spent. That is a better ROI than other marketing tactics, especially advertising and social media. </p>
<p >Take a look at the leads your email campaigns are generating. Calculate your own ROI. Track what you spend and the sales you close from your campaigns. </p>
<p >ROI= <span style="text-decoration: underline;">sales value-cost of campaign </span> x 100<br />
cost of campaign<br />
<br />
Now that you know the ROI for your email campaign, compare it to the average 3800%. Are you meeting or exceeding? </p>
<p >If you’re not quite there, analyze your statistics. Are you losing contacts between opening emails and clicking links? Are your contacts not opening your emails at all? </p>
<p >Once you see the symptoms, you can adjust your campaigns and make them more effective in the future. <br />
<br />
<em>Do you know the ROI for your email marketing campaigns? Let us know how your campaigns are doing in the comments below. </em></p>
<div> </div>urn:uuid:1037The Insurtech Revolution: Why Optimism Isn't Enough - Agency Management BlogThe insurtech revolution is coming. What agents need to do to grow their insurance agencies amidst this challenge to the industry.2016-10-18T09:00:00Z2024-03-19T05:52:04Z<img alt="InsureTech Connect 2016" style="width: 450px; height: 204px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/TheModernAgency/insuretech-connect.jpg" />A couple weeks ago, I and a few of my colleagues went to <a href="http://www.insuretechconnect.com/" target="_blank">InsureTech Connect 2016</a> in Las Vegas. This inaugural event dedicated to insurance technology attracted about 1,500 people. <br />
<br />
From their website: “Rapid technological innovation along with an inescapable shift in consumer behavior is creating nothing short of a revolution.”<br />
<br />
The discussions covered every part of the insurance industry. This included distribution, products, claims, underwriting, data, regulation, marketing and even customer experience.<br />
<br />
(One of my favorite comments at the conference came from a panelist: “I like how the topic of this panel is Next Gen Customer Experience, and none of us up here have a customer.” It said so much about what’s happening in the space right now.)<br />
<br />
Who was there? Mostly, entrepreneurs, investors and insurance executives. <br />
<br />
Who was missing? You. Only a small fraction of the attendees were agents. This is a problem.<br />
<br />
There are people out there who see tremendous opportunity in our industry. They are looking to replace you with bots and artificial intelligence and take your commissions in the process.<br />
<br />
<h2 class="subtitle">It’s Raining Cash in Insurtech</h2>
<br />
Investment in insurtech is high right now. <br />
<br />
According to <a href="https://www.cbinsights.com/blog/property-and-casualty-insurance-tech-funding/" target="_blank">CB Insights</a>, there have been 78 investment deals with insurtech startups so far this year. That’s 50 percent more deals than in all 2015.<br />
<br />
<a href="http://www.insurancejournal.com/news/national/2016/10/06/428534.htm" target="_blank">Last year $2.5 billion of investments</a> went to insurtech companies. 2016 is on track to surpass that.<br />
<br />
VC firm <a href="https://medium.com/@bdickins/what-insurance-startups-can-learn-from-marketplace-lending-876afd4c8696#.t88pvub4u" target="_blank">Canaan Partners said</a>, “The big opportunity for insure tech is not to make the existing insurance products digitally native, but rather to fundamentally alter the product or its underwriting process to create an order of magnitude improvement to the customer’s experience.”<br />
<br />
Investors and startups see the independent agent channel as antiquated and not great at attracting modern consumers. But, they also recognize the hard work involved.<br />
<br />
It’s not a matter of <span style="text-decoration: underline;"><em><strong>if</strong></em></span> <span style="text-decoration: underline;"></span>one of these big-eyed dreamer startups will figure out how to provide value at the level you do. It’s a matter of <em><strong><span style="text-decoration: underline;">when</span></strong></em>.<br />
<br />
<h2 class="subtitle">Are You Paying Attention?</h2>
<br />
Do you think Blockbuster saw Netflix as a threat initially? Do you think Borders worried about Amazon at first?<br />
<br />
Take a note from these companies: It would be a mistake to ignore what is happening in the industry. <br />
<br />
These insurtech startups are coming. Many of them will fail. (See <a href="https://www.getitc.com/blog/rating/2016/02/22/no-time-for-a-victory-lap-the-shutdown-of-google-compare">Google Compare</a> for a case study on why.) But it only takes one.<br />
<br />
This is your industry. These are your clients. <br />
<br />
You have survived many obstacles that were meant to be your end. Direct writers and the internet to name a couple of the recent ones.<br />
<br />
There is a lot of optimism right now, which is great. But, combine that optimism with action.<br />
<br />
You can survive this next challenge and grow your business. But to do so, you have to pay attention to what’s happening and not turn your back on it. And, you need to adjust to meet consumer expectations and demands.<br />
<br />
Because if you don’t, you’re handing them the opportunity.<br />
<br />
<blockquote style="color:#b32317; magin: 20px; width 95%; display: block; font-size: 24px; font-style: italic; text-align: center;">“A tree that does not bend with the wind will be broken by the wind.” ~ Chinese proverb</blockquote><br />
<h2 class="subtitle">What You Need to Do</h2>
<br />
There is enough business for everyone. The good news is consumers still want your expertise and advice. <br />
<br />
Even for auto insurance, <a href="http://https://www.everquote.com/blog/car-insurance/agents/auto-insurance-online-growth/" target="_blank">more than 81 percent</a> of shoppers prefer to buy from an agent rather than online. But, to assume that number won’t ever change would be a huge mistake.<br />
<br />
So what are you to do?<br />
<br />
<strong>1. Get motivated.</strong> It’s not going to be a straight path to success. The days when a well-placed location and good signage meant a steady flow of leads are almost past. It’s time for the real work to begin.<br />
<br />
<strong>2. Recognize that these insurtech startups are not going away.</strong> And, they will grab some of the market. But, there are several who do want to work with agents.<br />
<br />
If you’re not already, start paying attention to what’s happening with insurtech. Look for opportunities to <a href="https://www.getitc.com/videos/2016/07/01/highlights-from-itc-agent-conference-2016">network</a>. Meet these insurtech entrepreneurs and other agents who are succeeding in today’s market. Learn from them. Join in the conversations that are already happening.<br />
<br />
<strong>3. Assess the technology you use in your agency.</strong> Include your insurance agency software, computers and phones. <a href="https://www.getitc.com/blog/management/2015/12/15/are-you-using-the-right-technology">Are you using the right technology?</a> Are you using your <strong><a href="https://www.getitc.com/!/comparative-rater">comparative rater</a></strong> and agency management system to <a href="https://www.getitc.com/blog/management/2016/08/16/are-you-fully-using-the-insurance-agency-software-you-have">their fullest potential</a>?<br />
<br />
<strong>4. Evaluate your processes. </strong>Do you <a href="https://www.getitc.com/blog/management/2016/07/19/why-you-need-to-make-it-easy-for-consumers">make it easy for consumers</a> to buy from you? Are you <a href="https://www.getitc.com/blog/marketing/2014/08/06/you-received-a-website-lead-now-what">following up with online leads</a> as soon as they come in?<br />
<br />
<strong>5. Review your website. </strong>Is the design updated? Is the content helpful and high quality? Do you put service forms and claim information on your insurance agency website?<br />
<br />
<strong>6. Get serious about marketing your agency.</strong> I’ve had conversations with people outside the industry who had no idea that independent agents even existed. That’s a problem. If you don’t have time to focus on your agency marketing yourself, <a href="https://www.getitc.com/blog/marketing/2015/05/11/3-benefits-to-hiring-outside-digital-agency-marketing-help">get some help</a>. <br />
<br />
<strong>7. Look at your sales. </strong>Are you <a href="https://www.getitc.com/blog/rating/2016/08/30/to-sell-on-value-stop-these-bad-habits">selling on price or value</a>? Do you have a formal, written down process? Are you holding your producers accountable? <br />
<br />
<strong>8. Go beyond CE. </strong>Learn everything you can on technology, marketing and sales. Study best practices in management. In this case, what you don’t know can hurt you. <br />
<br />
There are resources out there available to you that offer this type of information... <a href="https://www.getitc.com/solutions/agency-marketing/webinar?camp=managementblog">Webinars</a>, <a href="http://www.agentconference.org/">conferences</a>, local groups, blogs, podcasts.<br />
<br />
<br />
One more piece of good news. You’re not alone. <a href="http://www.insurancejournal.com/blogs/itc-insurance-technologies-corporation/2016/06/01/410299.htm" target="_blank">We’re all in it together.</a><br />
<br />
Are you ready?<br />
<br />
<em>The <a href="https://www.getitc.com/blog/tag/modern_agency/">Modern Agency</a> monthly blog series discusses various topics related to the success and growth of independent insurance agencies in the modern market.<br />
<br />
</em>
<p style="font-size:9px;"><em>Photo credit: <a href="https://twitter.com/OliverWyman" target="_blank">Oliver Wyman</a></em></p>urn:uuid:1036ACORD Forms Update (September 2016) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in September 2016.2016-10-17T12:00:00Z2024-03-19T05:52:04Z<p>We have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<strong></strong></p>
<p><strong><br />
Forms with New Revision Dates</strong><br />
<br />
1 2016/10 replaces 2016/09 - Property Loss Notice</p>
<p>2 2016/10 replaces 2016/09 - Automobile Loss Notice</p>
<p>3 2016/10 replaces 2016/09 - Liability Notice of Occurrence/Claim</p>
<p>4 2016/10 replaces 2016/09 - Workers compensation-First Report of Injury or Illness</p>
<p>5 2016/10 replaces 2016/09 - Aircraft Loss Notice</p>
<p>63 2016/10 replaces 2016/04 - Fraud Statements</p>
<p>67 2017/01 replaces 2016/10 - IL/IN/KY/WV Mine Subsidence Property Insurance Supplement (for use on or after 1/1/2017)</p>
<p>831 2016/10 replaces 2016/09 - Professional/Specialty Insurance Notice of Incident/Claim</p>
<p> </p>
<p><strong>Corrections or Modifications to Existing Forms</strong><br />
<br />
501 2016/06 - Surety Report of Execution</p>
<p>60 KY 2015/09 - Kentucky Auto Supplement</p>
<p>410 2016/03 - Small Farm/Ranch Application</p>
<p>51 NV 2016/07 - Nevada Temporary Insurance Identification Card</p>
<p>52 NV 2016/07 - Nevada Permanent Insurance Identification Card</p>
<p>53 NV 2016/07 - Nevada Temporary Insurance Identification Card Evidence of Operator's Policy of Insurance</p>
<p>54 NV 2016/07 - Nevada Permanent Insurance Identification Card Evidence of Operator's Policy of Insurance</p>
<p>851 MD 2008/11 - Maryland Personal Property Supplement</p>
<p>862 WV 2005/07 - West Virginia Property Supplement - Notice of Flood Coverage Exclusion</p>urn:uuid:1031Where are the Leads from Your New Insurance Website? - Agency Marketing BlogA new insurance website does not automatically equal immediate leads and quote requests. Here’s what you can do2016-10-17T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/DarminiKaraBlogs/Sales-funnel.jpg" alt="sales funnel illustration" style="width: 300px; height: 295px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Congratulations! Your brand new <a href="https://www.getitc.com/!/insurance-website">insurance website</a> is live. </p>
<p >Now, for the leads to start rolling in. Right? </p>
<p >Wrong! Unfortunately, that's not how websites work. Having a great website is the first step in a list of many to drive traffic and generate leads. </p>
<p >So my congratulations is still valid. You took the first step! Here are the next five steps you need to take if you want to generate online leads. <br />
<br />
<strong>1. Keywords </strong></p>
<p >When you started the design process, you should have determined the goal of your website. Both the design and content need to reflect that goal. </p>
<p >How does your content help? Optimize it with <a href="https://www.getitc.com/blog/tag/keywords/">keywords</a> that will help you achieve your goal. </p>
<p >Start with a <a href="https://www.getitc.com/blog/marketing/2013/02/05/what-is-keyword-research#.V_5ZiPkrKUk">little research</a>. Search for keywords you think your target audience is using. See what the results are. Consider these questions:</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span>Is there a large search volume? Are there a large number of results?<br />
•<span class="Apple-tab-span" style="white-space:pre;"> </span>Do competitor websites show up on the first page? <br />
•<span class="Apple-tab-span" style="white-space:pre;"> </span>How many insurance agencies show up in the local results? </p>
<p >If the search volume is too large, that keyword may be too competitive for your insurance website. If the search volume is too small, you face the opposite problem. Even if you do get to the top of the results, you may not get many visits to your website. </p>
<p >Take note of competitor websites on the first page for your keyword search. Check out their design, but also look at which keywords they are focusing on. Read their content for ideas. </p>
<p >A good goal is to show up in local results. If you want to compete locally, include in your keywords the city you conduct business in. <br />
<br />
<strong>2. Website Title </strong></p>
<p >Next, implement those keywords. The first place to do that is your <a href="https://www.getitc.com/blog/marketing/2010/04/13/ever-googled-your-insurance-agencys-name">website title</a>. </p>
<p >This is the number one ranking factor for SEO. So, it is important to have something worthwhile in that space. </p>
<p >Resist the urge to add every line of business you write, for every city you write in. You'll thank me later. </p>
<p >Keep your title between 60 to 70 characters. Spaces and special characters count. Be selective with this precious real estate. Add the keywords you decided on, and your city if it fits. </p>
<p >Leave your title as-is for at least three months. Keep a monthly tally of your rankings. If you see no movement in rankings within three to four months, it may be time to think about a new set of keywords.<br />
<br />
<strong>3. Home Page Content </strong></p>
<p><strong> </strong><br />
It’s time to optimize the most important page on your website: your <a href="https://www.getitc.com/blog/marketing/2012/02/07/what-should-i-put-on-my-homepage-content#.V_5aKPkrKUk">home page</a>. </p>
<p >Your home page is the first page visitors see when they land on your website. It's beautifully designed. But, you have to get those visitors to stay on your insurance website. </p>
<p >Home page content can help do that. It tells your visitors about your agency and the products and services you sell. It explains why they should buy from you. <br />
<br />
Your home page content should represent you. The tone of voice used in your copy can help. </p>
<p >Does your agency sell commercial insurance? Use a professional voice. Does your agency sell personal insurance? Use a more relaxed, family-oriented voice. </p>
<p >Include keywords in your content, although that should happen naturally anyway.<br />
<br />
<strong>4. About Us Page </strong></p>
<p><strong> </strong><br />
Do you know what the second most important page on your website is? No, it's not the contact page. </p>
<p >It's the <a href="https://www.getitc.com/blog/marketing/2014/05/05/the-2-most-influential-pages-on-an-insurance-agency-website#.V_5aVPkrKUk">About Us page</a>. </p>
<p >This page gives in-depth information about your agency. Talk about your agency history, principals, and mission and value statements. Think of this page as the why. All this information helps consumers choose your agency over other options. </p>
<p >Need ideas for writing this page? <a href="https://www.getitc.com/blog/marketing/2015/08/10/5-ways-to-freshen-up-your-insurance-agencys-about-us-page#.V_5aZvkrKUk">Check out this post</a>. Don’t forget to naturally include your keywords.<br />
<br />
<strong>5. Local Presence </strong></p>
<p><strong> </strong><br />
If you can only do one <a href="https://www.getitc.com/blog/marketing/2015/07/29/off-site-optimization-for-2015#.V_5affkrKUl">off-site optimization method,</a> choose to have a local presence. </p>
<p >A local presence online is important in this competitive market because of the localized nature of insurance. It could mean the difference between a number one ranking and a number four ranking on Google. If your agency is optimized for your city, you could show up higher in the results of someone who lives there. </p>
<p >One of the most important local platforms and one of the easiest to use is Google My Business. Check out this blog post to understand its<a href="https://www.getitc.com/blog/marketing/2016/05/18/why-google-my-business-matters-for-your-insurance-agency#.V_5alvkrKUl"> importance and learn how to set it up</a>. Once you have a page, <a href="https://www.getitc.com/blog/marketing/2014/06/18/11-ways-to-get-the-most-out-of-your-google-page#.V_5apvkrKUl">polish it for the greatest results</a>.</p>
<p >Most agencies have a local presence. If your agency doesn't, then consider hiring <a href="https://www.getitc.com/blog/marketing/2016/09/14/5-reasons-you-might-need-seo-help#.V_5atPkrKUk">SEO help</a>. <br />
<br />
You must take these five steps first if you want leads coming into your new website. But this is just the starting point. There are more steps on the online agency marketing checklist. You can research this and other topics here on <a href="https://www.getitc.com/blog/tag/seo/">our marketing blog</a>.</p>
<div> </div>urn:uuid:1029How to Get More Conversions on Your Insurance Website - Agency Marketing BlogShort forms can improve the conversion rate of your insurance website.2016-10-12T09:00:00Z2024-03-19T05:52:04Z<p><a href="https://www.quicksprout.com/2013/01/31/how-to-optimize-contact-forms-for-conversions/?display=wide" target="_blank"><img src="/images/blog/MattBlogs/howtooptimizecontactforms1.png" alt="infographic" style="width: 300px; height: 522px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" /></a>We’ve all been there. You need to sign up for something online. But, when you see the form, your mind starts swimming. There are countless fields. Several pages. It looks like it’ll take more than 10 minutes to get through it!</p>
<p>In fact, you were probably surprised they didn’t ask for an arm, a leg and your first born.</p>
<p>If you’re trying to get somebody to fill out a form, their blood type or favorite color isn’t necessary. Okay, I exaggerated that one a little bit. </p>
<p>But the point is this: You might catch more returns if you have shorter forms. (For long form vs short form, <a href="https://www.getitc.com/blog/marketing/2014/04/29/the-long-or-short-form-debate#.V_UoO_krKUk">read this.</a>)</p>
<p>Check out <a href="https://www.quicksprout.com/2013/01/31/how-to-optimize-contact-forms-for-conversions/?display=wide" target="_blank">this infographic from Quicksprout.com</a> to see how some of the numbers play out. I’ve listed out some of the quick hitters right here:</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Imagescape reduced their contact form from 11 fields to four. They then saw a 120 percent increase in conversions.<br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Numbers spell doom for dropdown boxes. They lead to some of the worst conversion rates.<br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Don’t imply you’re going to be calling the consumer. Make it optional. <br />
<br />
</p>
<p style="margin-left: 80px;">o<span class="Apple-tab-span" style="white-space: pre;"> </span>Simply adding the word optional to the phone number field had an effect. It caused their conversion rates to jump from under 43 percent to a whopping 80 percent.</p>
<p>The bottom line: less is more.</p>
<p>According to <a href="http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/" target="_blank">TIME</a>, you have 15 seconds to get somebody’s attention on your <a href="https://www.getitc.com/!/insurance-website">insurance website</a>. Make sure it doesn’t take 15 seconds to scroll through endless fields and questions. </p>
<p>Remember… Once they’ve submitted a form, you can always email if you need more information.</p>urn:uuid:1030This is the Way: Jon Spaugy from BIG Independent Group - Agency Rating BlogAs an owner of two agencies and founder and CEO of BIG Independent Group, Jon Spaugy has a lot going on. This is the way Jon works.2016-10-11T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/ThisistheWay/JonSpaugy/This-is-the-Way.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" alt="This is the Way with Jon Spaugy from BIG Independent Group" /></p>
<p>After serving in the U.S. Navy for three years, Jon Spaugy joined the insurance industry as an agent for Key City Insurance thanks to a recommendation from his parents. In the 25 years since, he has worked on both the agency and carrier side, including Kemper Specialty, AIG and The Hartford. <br />
<br />
In 2010 he started BIG Independent Group to aid in the prosperity and development of the independent agent channel. He also co-owns two independent agencies (personal lines and transportation) and recently joined SIAA in Riverside and San Bernardino Counties. This industry has introduced him to his wife, Rosa, and helped him grow professionally and personally.<br />
<br />
“I love everything about this business. At the end of the day, we are all a small community. We support and take care of each other.”<br />
<br />
I talked with Jon about his time in the industry and how he manages his many roles. This is the way Jon Spaugy works.<br />
<br />
<><><><br />
<br />
<strong>Location: </strong><br />
<br />
Rancho Cucmonga, California<br />
<br />
<strong>Current gig: </strong><br />
<br />
President of S & R Insurance, president of RSR Insurance, and founder and CEO of BIG Independent Group<br />
<strong><br />
One word that describes how you like to work. </strong><br />
<br />
Passionately<br />
<br />
<strong>What do you like most about your job? </strong><br />
<br />
Bringing people together<br />
<br />
<strong>Current mobile device: </strong><br />
<br />
iPhone 6 but looking to upgrade to iPhone 7<br />
<br />
<strong>Current computer: </strong><br />
<br />
Dell<br />
<br />
<strong>Project(s) you’re currently working on. </strong><br />
<br />
I am planning for the fourth quarter to grow both our personal lines agency and our transportation agency. We are recruiting to bring agencies in the Inland Empire onto SIAA. I am getting ready for the BIG Independent Group agents appreciation dinner in December. I am also working on the BIG convention that takes place in May and the minivention that happens in September.<br />
<br />
<strong>Accomplishments you’re proud of: </strong><br />
<br />
The thing I am most proud of is helping agency owners grow their businesses so they can take care of their families, communities and friends. It is important to me to give back to the industry that has given me so much. </p>
<p> </p>
<p><img src="/images/blog/ThisistheWay/JonSpaugy/S-R-Insurance-Group.jpg" style="width: 500px; height: 375px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="S & R Insurance Group" /><br />
<br />
<strong>What are your biggest professional challenges? </strong><br />
<br />
I am a very passionate person for the industry and some time that is looked at in a negative way. I care deeply about our industry and want us all to grow as community. I get frustrated when we don’t get involved. <br />
<br />
<strong>What are your goals for the next 12 months? </strong><br />
<br />
To increase my agency staff to six more producers. To bring 50 new offices into SIAA for Riverside County and San Bernardino County. To double our written premium with our transportation agency. And, to have the best convention and tradeshow for BIG Independent Group. <br />
<strong><br />
Aside from your phone and computer, what gadget can’t you live without and why? <br />
</strong><br />
Universal Remote. Just make life easy<br />
<strong><br />
What’s the most recent app you’ve downloaded but have yet to use? </strong><br />
<br />
Duolingo<br />
<br />
<strong>Describe your workspace. </strong><br />
<br />
Focused but fun when it needs to be. <br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
Not very well. I often say I am the most unorganized but organized person I know. I set up reminders on my iPhone to keep me on track with all the projects I am working on.<br />
<br />
<strong>How do you keep up with what’s happening in the industry? </strong><br />
<br />
I talk to people, I read trade magazines, and I attend as many meetings, conventions and tradeshows as I can. This industry in constantly changing, and you can get left behind so I try to stay as active as possible to keep up with it.<br />
<br />
<strong>Got any time-saving tips or hacks? </strong><br />
<br />
The best way to take a selfie on the iPhone is using the left volume button instead of trying to reach for the middle of the phone.<br />
<strong><br />
What is your best everyday habit? </strong><br />
<br />
My newest habit is I try to exercise every day. My best habit is I always wake up happy.</p>
<p> </p>
<p><img src="/images/blog/ThisistheWay/JonSpaugy/Jon-Rosa-Spaugy.jpg" style="width: 500px; height: 625px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Jon and Rosa Spaugy" /><br />
<br />
<strong>What is your motto or personal mantra? </strong><br />
<br />
Work hard, play hard and never let anyone steal your happiness.<br />
<br />
<strong>What do you listen to while working? </strong><br />
<br />
I listen to every type of music, but lately I have been listening to old hip hop music.<br />
<strong><br />
What are you currently reading? </strong><br />
<br />
“The Richest Man in Babylon”<br />
<br />
<strong>How do you decompress? </strong><br />
<br />
My wife and I really enjoy dancing so that’s where you will find us when we are not working.<br />
<br />
<strong>What’s your sleep routine like? </strong><br />
<br />
Horrible. I normally go to bed around 2 a.m. and get up at 7 a.m. unless we are in our second home in Las Vegas then we go to bed at 7 a.m. and get up at 2 p.m.<br />
<br />
<strong>What are you watching on Netflix right now? </strong><br />
<br />
Master of None<br />
<br />
<strong>Who are your business idols and why? </strong><br />
<br />
Ken Spaugy, my dad. He trained me in the industry and showed me how to also work with passion, integrity, professionalism, and how to be a man. <br />
<br />
Ron Thurman, the owner of Key City Insurance. He gave me the chance to be in this industry. <br />
<br />
<strong>What’s the best advice you’ve ever received? </strong><br />
<br />
Always follow up with people even if they might not want to hear to answer you have to give them.<br />
<br />
<strong>If you could switch jobs with someone, who would it be? </strong><br />
<br />
No one. I am happier now than I have ever been. I love being me.<br />
<strong><br />
Who would you like to see in a future This is the Way post? </strong><br />
<br />
Michael Binns, president of Hallmark Insurance.<br />
<em><br />
The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://twitter.com/instechcorp" target="_blank">Tweet us</a> or leave it in the comments below.</em></p>urn:uuid:1028The Secret Importance of High-Quality Images - Agency Marketing BlogImages are more than a pretty visual element on your insurance website. 2016-10-10T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/TinoIzuoraBlogs/girl-at-computer.jpg" alt="Girl at computer" style="width: 300px; height: 201px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />When designing your <a href="https://www.getitc.com/!/insurance-website"><strong>insurance agency website</strong></a>, you make lots of decisions. </p>
<p >What layout makes the most sense for my agency and clients? What color scheme is the best fit? How many calls to action should be on the home page?</p>
<p >Often, images are an afterthought. But, they shouldn’t be. </p>
<p >Website images serve a greater purpose than to look pretty. Here are a few things you may not know about the images on your insurance agency website. </p>
<p ><strong>Boost Your SEO</strong></p>
<p >Once upon a time, images offered little to no value to search engine optimization (SEO). But, the role of high-quality images on your website in SEO has changed. </p>
<p >Now, there is a connection between images and organic rankings. That means using relevant, high-quality images can increase your online visibility. How? <a href="https://www.getitc.com/blog/marketing/2015/10/28/7-steps-to-optimizing-images-for-seo#.V_UkmvkrKUk">Optimize your images for SEO.</a> </p>
<p >For example, you always want to use alt tags and image title tags to describe your image. Alt tags are read by search engine bots and are yet another way to help your website rank at the top.</p>
<p ><strong>Stay Relevant</strong></p>
<p >Image quality doesn’t only mean high resolution but also relevance. How relevant is your imagery to the content on your website? </p>
<p >Do a quick check to see if the images on your insurance website actually fit. For example, do you have images of cars on open roads if your insurance agency offers auto coverage? </p>
<p >This might seem simple enough. It’s almost common sense. But, I’ve seen insurance websites with images based on personal preference instead of relevancy. </p>
<p ><strong>Boost Engagement</strong></p>
<p >Choosing the right visual elements is critical to the continuity of your website. The images on your home page or landing page are a visitor’s first introduction to your agency online. </p>
<p >We are visual creatures, especially online. Relevant images encourage visitors to click through your website, wanting to learn more. </p>
<p >High quality images increase the amount of time users spend browsing your insurance website. This in turn <a href="https://www.getitc.com/blog/marketing/2013/05/17/six-things-you-need-to-know-about-your-websites-bounce-rate#.V_UkxvkrKUl">lowers your bounce rate </a>and boost engagement. </p>
<p ><strong>What if I Don’t Have High Quality Images?</strong></p>
<p >Of course, we always want to choose the best-looking and most engaging images. But, if you don’t have access a high-end camera, there are other routes you can take.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span>Pay a professional photographer to take the specific shots you need. We usually see this for marketing work.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span>Subscribe to a stock imagery website such as <a href="http://www.gettyimages.com/" target="_blank">GettyImages</a>, <a href="http://www.thinkstockphotos.com/">Thinkstock</a>, or <a href="http://www.istockphoto.com/" target="_blank">iStock</a>. It’s easy to pay for legal, high quality images that way.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space:pre;"> </span>Use a temporary placeholder image until you can choose a better one. A bad image is better than no image. If needed, use your phone. </p>
<p >Images shouldn’t be an afterthought for your insurance agency website. </p>
<p >The better your images, the more your customers enjoy being on your website. Then, the more potential leads you can get. </p>
<p >Now get out there and make your website great again!</p>
<p> </p>
<p><em>Got a question about what to look for in high-quality images? Leave it in the comments below.</em></p>
<div> </div>urn:uuid:1020How Improving Your Insurance Website Content Can Boost Your Business - Agency Marketing BlogContent on your insurance agency website can make a big difference in your business, with a little strategic thinking.2016-10-07T09:00:00Z2024-03-19T05:52:04Z<img style="float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" alt="businessmen walking" src="/images/blog/DylanBrooksBlogs/6-21-2016%2011-25-21%20AM.jpg" />What is the primary purpose of your insurance agency website?<br />
<br />
If your answer is “To sell policies,” it’s time to re-evaluate your website strategy.<br />
<br />
Modern consumers go online to find answers to their specific, in-the-moment problems. They’re looking for a helpful, personalized connection. Not a stuffy sales pitch.<br />
<br />
If you want your <a href="https://www.getitc.com/!/insurance-agency-website"><strong>insurance agency website</strong></a> to drive business, you must do one thing. Use content on each page on your site to build a bridge between consumers’ needs and the solutions you offer.<br />
<br />
<strong>The Most Powerful Tool in the Shed</strong><br />
<br />
If you’re trying to grow your agency online, content is your biggest difference-maker. <br />
<br />
Content that puts consumers first helps your agency earn online trust, and ultimately business. Effective content can improve your search rankings, word-of-mouth referrals and branding. It can also help you close more of the leads you get through the web.<br />
<br />
Best of all, content doesn’t have to cost you an arm and a leg. A small investment of time can pay big dividends when your website becomes a sales powerhouse.<br />
<br />
<strong>The Hardest Part is Getting Started</strong><br />
<br />
“But I write policies, not webpages,” you say.<br />
<br />
I hear you. But the good news is you don’t have to be Ernest Hemingway to improve your website’s content.<br />
<br />
<a href="https://www.getitc.com/solutions/agency-marketing/webinar/">Join me </a>on Thursday October 20th at noon Central (that’s 1 p.m. Eastern, 11 a.m. Mountain and 10 a.m. Pacific) for my latest Masters of Marketing webinar "A Bridge to Success: How to Craft Effective Content for Your Insurance Website." <br />
<br />
I will dive into several strategies that can improve your content and attract more leads, including<br />
<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Thinking consumer-first<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Touting benefits over features<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Localizing your message<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Creating an emotional connection<br />
<br />
This is a webinar you won’t want to miss. <a href="https://www.getitc.com/solutions/agency-marketing/webinar/">Sign up today</a>!<br />urn:uuid:1026Google Penguin 4.0: What You Need to Know - Agency Marketing BlogWhat's significant about Google's Penguin 4.0 algorithm update, and how does it affect your insurance agency website?2016-10-05T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/JohnDessommesBlogs/penguin-versions.png" alt="penguin versions" style="width: 300px; height: 201px; float: left; margin-bottom: 10px; margin-right: 10px;" />
<p>Penguin is not just a flightless arctic bird. It’s also the code name for an update to Google’s search algorithm. Each Penguin update aims to decrease the rankings of websites that violate Google’s Webmaster Guidelines. </p>
<p>There are also algorithm updates that go by the name of Panda and Hummingbird.<span class="apple-converted-space"> </span><a href="https://moz.com/blog/google-algorithm-cheat-sheet-panda-penguin-hummingbird" target="_blank">This blog post</a><span class="apple-converted-space"> </span>does a great job explaining the differences between these updates. </p>
<p>But, back to Penguin. A couple weeks ago Google released the much anticipated <span class="apple-converted-space"> </span><a href="https://webmasters.googleblog.com/2016/09/penguin-is-now-part-of-our-core.html" target="blank">Penguin update</a>. </p>
<p>What is the Penguin update all about, and how does it affect your<span class="apple-converted-space"> </span><a href="https://www.getitc.com/!/insurance-agency-website"><strong>insurance agency website</strong></a>? Read on. </p>
<p><strong>Google Penguin’s History</strong></p>
<p>Google announced their first Penguin algorithm update (Penguin 1.0) in April 2012. </p>
<p>This update penalized websites that engaged in grey and black hat techniques. Google targeted online spam tactics, like <a href="https://support.google.com/webmasters/answer/66358?hl=en" target="_blank">keyword stuffing</a>, <span class="apple-converted-space"> </span><a href="https://support.google.com/webmasters/answer/66356?hl=en" target="_blank">link schemes</a>, and<span class="apple-converted-space"> </span><a href="https://support.google.com/webmasters/answer/66355?hl=en" target="_blank">cloaking</a>. </p>
<p>The second and third updates, Penguin 1.1 and 1.2, were data refreshes. Data refreshes allow Google to update their search results.</p>
<p>The fourth update in May 2013, Penguin 2.0, was more comprehensive than Penguin 1.0. It went deeper and had more impact than the original version of Penguin. </p>
<p>It targeted advertorials, an advertisement disguised as an editorial or objective journalistic article. This insidious style of native advertising violated Google’s quality guidelines. </p>
<p>Websites placed these advertorials on their own sites without disclosure to visitors. Then they were passing PageRank to the advertised website, which is against guidelines. </p>
<p>What’s passing PageRank? This occurs when “link juice” or “link equity” is transferred when a website links to your website, or when you link internally from one of your pages to another.</p>
<p>Spammy industries like payday loans <span class="apple-converted-space"> </span><a href="http://searchengineland.com/google-pay-day-loan-algorithm-google-search-algorithm-update-to-target-spammy-queries-162941" target="_blank">were also looked at more closely</a>. </p>
<p>The fifth update (Penguin 2.1) included minor changes that weren’t disclosed by Google. The sixth update (Penguin 3.0) was a natural continuation of the first five updates. It continued to target websites found in violation of Google’s linking guidelines. </p>
<p><strong>The Impact of Penguin 4.0</strong></p>
<p>The latest update (Penguin 4.0) is the most significant update. Here’s why:</p>
<p>• Penguin is now built into Google’s algorithm, and is a part of more than<span class="apple-converted-space"> </span><a href="http://backlinko.com/google-ranking-factors" target="_blank"><span style="color: #d72429;">200 ranking factors</span></a>.</p>
<p>• In the past, the list of sites impacted by Penguin were periodically refreshed at the same time. The newest Penguin allows data to be refreshed in real time. Changes typically appear after pages are re-crawled and re-indexed. </p>
<p>• Penguin is more granular. That means Penguin could affect one page on a website, not the entire site.</p>
<p>Also, because Penguin is now real-time, Google will no longer comment about updates. </p>
<p><strong>How Does This Affect My Insurance Website?</strong></p>
<p>It depends. If you’ve paid for questionable SEO in the past, you may or may not have experienced any SEO hiccups up to this point. You may have utilized Google’s disavow tool to clean up any questionable backlinks. If you have used this tool, you will want to analyze the backlinks you have uploaded to determine if you still want to disavow them. Spammy links are now devalued not demoted, so some questionable links may still have a little value. (Devalued means that Google would ignore the link spam and not downgrade the rank of the site and demoted means that it would lower the rankings of site for doing something bad.) </p>
<p>As always, you should monitor activity, such as organic traffic, through Google Analytics and Google Search Console. </p>
<p>Auditing backlinks on a quarterly basis could prevent future surprises and can help determine if your backlink building methods are effective. It’s also a good rule of thumb for routine SEO maintenance. Check out our blog post about<span class="apple-converted-space"> </span><a href="https://www.getitc.com/blog/marketing/2016/08/01/do-your-own-insurance-website-audit#.V-wpRvkrKUl">how to perform an easy SEO audit yourself</a>. </p>
<p>If you have followed Google’s guidelines, you should have little to worry about. All your steady, deliberate hard work should come to fruition. </p>
<p><em>Are you experiencing any Penguin-related changes yet? Let’s talk about it in the comments below.</em></p>urn:uuid:1027Operation Agency Success: Email Newsletters That Don't Suck - ITC VideosYou can send email newsletters that your clients look forward to. Watch this video for tips.2016-10-04T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/oas/email-newsletters-laird-rixford.jpg" style="display:none;" /><iframe src="https://player.vimeo.com/video/185391842?color=ff9933&autoplay=1" style="margin-top: 8px;" width="654" height="368" frameborder="0"><noframes><img alt="" src="/images/blog/oas/email-newsletters-laird-rixford.jpg"></noframes></iframe>
<p> </p>
<p>Do your email newsletters suck? ITC President Laird Rixford talks about what you can do to improve your agency newsletters so your clients look forward to getting your newsletter.</p>
<p> </p>
<h2 class="subtitle">Related Articles</h2>
<p><a href="https://www.getitc.com/blog/marketing/2016/10/03/what-ios-10-means-for-email-marketing">What iOS 10 Means for Email Marketing</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/03/21/7-reasons-to-outsource-your-agency-newsletter">7 Reasons to Outsource Your Agency Newsletter</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/01/27/why-you-should-be-using-email-in-your-agency-marketing-plan">Why You Should Be Using Email in Your Agency Marketing Plan</a></p>urn:uuid:1024What iOS 10 Means for Email Marketing - Agency Marketing BlogWhat does Apple’s iOS 10 mean for email marketing and insurance agents?2016-10-03T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/HeatherGallowayBlogs/iphone.jpg" alt="person holding iphone" style="width: 300px; height: 199px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />A few weeks ago, <a href="http://www.apple.com/iphone-7/ios/">Apple released an updated operating system</a>. We now live in the world of iOS 10. </p>
<p >This new update means you may need to reevaluate your agency’s email marketing strategy.</p>
<p >Lucky for you, I have scoured the internet to see what this means to the world of email marketing. We can all get through this new world order in one piece.<br />
<br />
<strong>Update #1: Easier Email Filtering</strong></p>
<p><strong> </strong><br />
One advancement is iOS 10 now allows for easier and more specific inbox filtering. </p>
<p >With a few touches of a finger, users can sort through email and segment messages. This feature makes it easier for users to locate emails most important to them.<br />
<br />
What does this mean for you? Simple, it’s time to focus more on <a href="https://www.getitc.com/blog/marketing/2015/06/08/6-ways-to-improve-your-subject-line#.V-mXAvkrKUk">your subject lines</a>. </p>
<p >If you’re a pro at email marketing, this shouldn’t come as news to you. The number of opens is <a href="https://www.getitc.com/blog/marketing/2014/07/09/3-worthless-agency-marketing-metrics#.V-mXFPkrKUk">not the most important metric </a>in email marketing. But, it is important your readers open your emails. How else will they know what you are asking them to do?</p>
<p>Keep your subject lines short and sweet. Stay under Apple’s 41 character subject line limit.* </p>
<p >Feeling a little more brave? Embrace emojis in your subject lines to really stand out.<br />
<br />
<strong>Update #2: Default Applications Can Be Removed<br />
</strong><br />
It seems Apple <em>finally </em>listened to consumers. Users can now remove unwanted default apps that come with the phone like Calendar and Notes. Note: Apple Mail is in this list of default applications now susceptible to removal.<br />
<br />
How does this affect email marketing? In a recent <a href="http://emailclientmarketshare.com/">study by Litmus</a>, the Apple Mail application was the fifth most popular app for emails. </p>
<p >With the ability to remove the app, we may see consumers move toward other mail clients and apps. This means it is now more important than ever to <a href="https://www.getitc.com/blog/marketing/2016/05/23/all-your-emails-should-be-responsive-heres-why#.V-mXVfkrKUl">make your emails responsive</a>. They should be easy to read and click on across all email clients and mobile applications. </p>
<p >If you haven’t made the move to mobile, now is the time. <br />
Not convinced to jump all in yet? Try making a few minor tweaks to your current emails. Create call to action buttons that are at least 44-by-44 pixels (about the size of a fingerprint) and use at least 16-point font. <br />
<br />
<strong>Updated #3: A Massive Unsubscribe Banner<br />
</strong><br />
This change is the one that has many email marketers scrambling to adjust. </p>
<p >The new update has added a large, noticeable unsubscribe banner to emails in the Apple Mail app. The banner is placed at the top of messages iOS 10 recognizes as sent to a mailing list. </p>
<p >Now, in two finger taps, users can opt out of promotional email communication with ease. </p>
<p >Before you begin to panic, I urge to you take a step back for a moment. Remember <a href="https://www.ftc.gov/system/files/documents/plain-language/bus61-can-spam-act-compliance-guide-business.pdf">you are legally obligated to have an unsubscribe button in your emails already</a>. This update is simply making the opt-out process easier for consumers. And, that isn’t quite a bad thing. </p>
<p >Inactive contacts can do major damage to your email analytics and to your <a href="https://www.getitc.com/blog/marketing/2014/02/26/i-got-99-problems-but-gmail-deliverability-aint-one#.V-mXifkrKUl">deliverability</a>. This update simply makes it more important than ever to maintain <a href="https://www.getitc.com/blog/marketing/2016/04/20/5-new-ways-to-grow-your-email-list#.V-mXk_krKUl">permission-based subscriptions</a>. </p>
<p >Not to mention, we all could use a little less spam in our inboxes. This feature will only further push you to create compelling content your readers want.</p>
<p >I do have one quick tip to add about this update in iOS 10. The unsubscribe button takes up some pretty valuable real-estate in inboxes. The button can push your email content down by as much as 50 pixels. This means the top of your emails just got a lot more important. </p>
<p >Focus on your subject lines. Pay attention to from addresses, preview text, and the first few images and words in each of your emails. Are these aspects of your emails captivating enough to draw your recipients in to read more? <br />
<br />
Apple’s iOS 10 update isn’t as earth-shattering to email marketing as many had anticipated. The improvements are to the user experience. They are stepping stones in the same direction email marketing has already been moving. It’s all about creating a personalized experience for users to consume content. </p>
<p >You are now free to go back to debating about the importance of a headphone jack.</p>
<p ><em>Got a question about iOS 10 and email marketing? Leave a comment below.</em><br />
<br />
<em>*an Apple iPhone at portrait view will display 41 characters in a subject line opened in the Mail app.</em></p>
<div> </div>urn:uuid:102310 Spooky Content Ideas for October - Agency Marketing BlogHere are 10 October-themed content ideas for your insurance agency website, social media, or newsletter.2016-09-28T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/EmilyKaltmanBlogs/October.jpg" alt="jack o lantern halloween pumpkin content ideas" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />There are so many reasons to love October. </p>
<p>Football season is in full swing. It’s cool enough to enjoy those classic comfort food recipes. Pumpkin flavored coffees are back. And your insurance blog has lots of great seasonal topics to cover. </p>
<p >I’m sure the wheels in your head are already turning with great ideas for your agency’s blog. Here are 10 more to consider. </p>
<p ><strong>1.<span class="Apple-tab-span" style="white-space:pre;"> </span>Oktoberfest</strong></p>
<p >So get this: Oktoberfest, for the most part, doesn’t occur in October in Germany. It lasts for two weeks in the last part of September. </p>
<p >But, you may find some local Oktoberfest celebrations that are happening in October. They could be as grand as an outdoor festival or as simple as a featured beer at your local pub. Share it on social media. <br />
<br />
<strong>2.<span class="Apple-tab-span" style="white-space:pre;"> </span>Employer vs. Agent: Life Insurance</strong></p>
<p >Many people get life insurance through their employee benefits package. But, what about when they change employers and downgrade in coverage? Or, if they leave their job and left without coverage? </p>
<p >Don’t let your clients fill in the blanks on their own. Inform them of how you can help them. <br />
<br />
<strong>3.<span class="Apple-tab-span" style="white-space:pre;"> </span>Raking Fall Leaves<br />
</strong><br />
Raking leaves is a necessity for fall lawn care. As dead leaves pile up, they block sunlight from reaching your lawn. They can also trap moisture. Plus, enough of them can be plain ugly. <br />
<br />
While raking leaves is a bit of a chore, it also is a nostalgic tradition for many families and homeowners. Do you remember raking a big pile of leaves only to jump into the middle of it? <br />
<br />
Write a blog post about a fond memory related to this chore (and sneak in some lawn care advice).<br />
<br />
<strong>4.<span class="Apple-tab-span" style="white-space:pre;"> </span>Getting the Best Coverage for Your Budget</strong></p>
<p >This is another great example of an <a href="https://www.getitc.com/blog/marketing/2016/08/24/how-to-use-evergreen-blogging-to-grow-your-insurance-website#.V-QTKfkrKUk">evergreen blog post</a>. Consumers who don’t understand insurance want to know. </p>
<p >Instead of focusing on specific numbers or price points, think about this like an FAQ. What do people need to keep in mind when determining their coverage level? If their first concern is price, how do they fill in the blanks from there?<br />
<br />
<strong>5.<span class="Apple-tab-span" style="white-space:pre;"> </span>Community Event Calendar</strong><br />
<br />
Corn mazes. Pumpkin carving. Hay rides. Fun runs. Fall festivals and state fairs. The list goes on. Fall is most people’s favorite season for a reason. <br />
<br />
Do a little research and put together a fall calendar of local events for your readers. Make it a shareable PDF. If possible, work with a <a href="https://www.getitc.com/blog/marketing/2016/09/19/myths-of-graphic-design-people-still-believe#.V-QTQfkrKUk">graphic designer</a> to spruce it up even more. <br />
<br />
<strong>6.<span class="Apple-tab-span" style="white-space:pre;"> </span>Prep Your Home for the Holidays</strong><br />
<br />
It might seem too early to start thinking about holiday parties and family gatherings. But, there are 87 days until Christmas. Now’s the time to get your home ready for visitors before the hectic holidays. <br />
<br />
Is your dishwasher on the fritz? Haven’t replaced that broken drinking glass from last year yet? Are there strange noises coming from your attic?<br />
<br />
Encourage your readers to take care of these things now before life gets too crazy. You may want to do a companion piece for auto, too.<br />
<br />
<strong>7.<span class="Apple-tab-span" style="white-space:pre;"> </span>Coat Drive</strong><br />
<br />
It’s common for schools to hold coat drives during the holiday season. Why not start one at your agency before it gets too cold? <br />
<br />
Start with informing your employees. They can help spread the word. <br />
<br />
Promote your coat drive in your newsletter, on social media, and on your home page. Be sure to mention the end date, drop off location (your office), and the charity you are supporting. <br />
<br />
<strong>8.<span class="Apple-tab-span" style="white-space:pre;"> </span>Reducing Workplace Injuries</strong><br />
<br />
Some workplace injuries are unavoidable. But, a little foresight and awareness can help prevent other injuries. Your commercial insurance clients may find a blog post about reducing injuries useful. <br />
<br />
Even readers who don’t own their own businesses can benefit from this post. No one wants to live with an injury!<br />
<br />
<strong>9.<span class="Apple-tab-span" style="white-space:pre;"> </span>Cold and Flu Remedies</strong><br />
<br />
Ready or not, flu season is almost here. List some preventative measures to keep from getting sick. Talk about where residents in your community can get their flu shot. Does your family have a remedy you swear by? Share it with your readers. <br />
<br />
<strong>10.<span class="Apple-tab-span" style="white-space:pre;"> </span>Halloween – October 31st</strong><br />
<br />
A night of trick-or-treating may not be what you planned for on your Monday night, so be sure to let your readers know to have candy on hand! <br />
<br />
Your Halloween blog post can also highlight trick-or-treating safety tips. Things like chaperones, after-dark visibility, and double-checking candy your child brings home are great jumping off points. <br />
<br />
Be sure to post a festive message and picture on your social media channels, too. Especially if your office is doing a costume contest. </p>urn:uuid:1025This is the Way: Linda Rey from Rey Insurance - Agency Rating BlogLinda Rey tried three times to get out of the insurance industry. Now she is co-owner of the agency her father started in 1978. This is the way Linda works.2016-09-27T09:00:00Z2024-03-19T05:52:04Z<p><img alt="Linda Rey from Rey Insurance" style="width: 700px; height: 373px; vertical-align: middle; margin-bottom: 10px;" src="/images/blog/ThisistheWay/LindaRey/This-is-the-Way.jpg" /></p>
<p>Linda Rey from Rey Insurance thought insurance was boring and tried three times in her career to get out of the industry. She even sold yellow page advertising for three weeks to avoid working in insurance. <br />
<br />
When that job didn’t work out, Linda went to her father for advice. He told her to stop kidding around and work at his agency. That was 1999. Nine years later, Linda and her sister started running the agency. Then in 2013 they bought out their father so he could retire in Florida with their mother.<br />
<br />
Running, and now co-owning, the agency has been a source of challenges and conquests. And, in the past 17 years Linda has learned more lessons than she ever anticipated. “I love the strategy and the, arguably inherent, creativity this business provides.”<br />
<br />
Always the class clown, Linda uses her sense of humor to have fun while building relationships and growing her agency. This is the way Linda Rey works.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
<br />
Sleepy Hollow, New York, which is a small village in Westchester County. It shares the same zip code as Tarrytown, which is also known for receiving an honorable mention in a Seinfeld episode!<br />
<br />
<strong>Current gig:</strong><br />
<br />
Co-owner and marketing director of the Rey Insurance Agency and manager of the commercial lines department for the agency.<br />
<br />
<strong>One word that describes how you like to work.</strong><br />
<br />
Relentless<br />
<br />
<strong>Current mobile device:</strong><br />
<br />
iPhone 6S<br />
<br />
<strong>Current computer:</strong><br />
<br />
MacBook Air at home. PC at work. <br />
<br />
<strong>What is it you like about the industry?</strong><br />
<br />
Change. However, change is scary. <br />
<br />
Most people complain about change and the havoc it wreaks. I think the status-quo is a default of the human condition. <br />
<br />
The insurance industry presents change as a constant opportunity for growth, learning and expansion. You have to be resourceful, and if you’re not naturally resourceful, you have to learn how to be resourceful so you can move with the times and trends. <br />
<br />
This business can be unforgiving if you stand still.<br />
<br />
<strong>Project(s) you’re currently working on:</strong><br />
<br />
I’m writing a memoir that may require a pen name!<br />
<br />
I’m on the board of the Independent Insurance Agency of Westchester County and helping to revamp their website and on the committee for E-Day 2017.<br />
<br />
I’m recruiting to build the commercial lines department. I would like to attract young people into this industry even it’s someone who thinks insurance is boring! Maybe they will discover similarly to how I did, that’s it’s a pretty good gig.<br />
<br />
Anticipating for continued future growth, I have been drafting an official procedural manual for the past six months as a training and reference tool for new and existing employees.<br />
<br />
<strong>Accomplishments you’re proud of:</strong><br />
<br />
I’m probably most proud of failing at exiting the insurance business and successfully discovering how to leverage my strengths in this industry. <br />
<br />
My sister and I acquired our father’s agency after growing the book five times what it was and continuing to build even after the buyout. <br />
<br />
I completed four sprint triathlons one year which expanded not only my fitness level but tested my level of discipline and commitment to myself. <br />
<br />
I’ve jumped out of a plane twice. Once in 2003 and the other ten years later in 2013.<br />
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
I would like to expand our production into Connecticut since I’m purchasing a home there and moving this autumn.</p>
<p><img alt="Linda Rey skydiving" style="width: 500px; height: 503px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/LindaRey/skydiving.jpg" /><br />
<br />
<strong>What tools or technology can’t you live without?</strong><br />
<br />
My phone. It helps me to stay connected when I’m away from the office.<br />
<br />
<strong>How do you manage your to-do list?</strong><br />
<br />
I have a white board in my office, a notebook on my desk, alarms on my phone and my computer and an email folder for open items that assist with relentless follow up to maintain the momentum. <br />
<br />
<strong>Do you jump from project to project? Or when you finish a project, do you take time to relax and let your mind wander before jumping into the next task?</strong><br />
<br />
I always have a few things going on at the same time. Why else would I need a TO DO list?? If relaxing means successfully moving on to the next project, then yes, I relax A LOT!<br />
<br />
<strong>What’s your favorite part of your day?</strong><br />
<br />
I actually like the morning now, which is ironic since I’m only now appreciating morning as I get older. It gives me the quiet solitude to address how to proceed through the day with optimism. <br />
<br />
<strong>What’s your best time-saving tip or hack?</strong><br />
<br />
This could be my favorite but most difficult question. I don’t know if this really would help anyone else, but I’ve practiced managing expectations upfront with prospects and to hopefully minimize and manage any potential confrontation. Confrontation gets a bad rap. <br />
<br />
I also continue to practice the need to be conscious about picking up the phone to speak with a person vs. continuing a trail of emails.<br />
<br />
<strong>What is your best everyday habit?</strong><br />
<br />
Saying thank you to those who make a difference and remind me that we can’t do it alone.<br />
<br />
<strong>How do you stay on top of what’s happening in the industry? What are your go-to resources?</strong><br />
<br />
I enjoy speaking to the marketing reps with certain carriers to learn how they are reacting to certain types of risks. I like the educational forums of insurance organizations and continuing education courses that are relevant to my department.<br />
<br />
<strong>What do you listen to while working?</strong><br />
<br />
I don’t listen to music while working. I’m either on the phone or devising how to make sure I’m speaking to and meeting with the right people.<br />
<br />
<strong>What are you currently reading?</strong><br />
<br />
“Stony Kill” by Marie White Small. I met her at a writer’s retreat in Vermont. She is a gifted lyrical writer. You get lost in the details of her visual description of time and place. <br />
<br />
YiShun Lai and Jon Reisfeld are in my queue to be read. <br />
<br />
I’ve been consumed with insurance publications the past fifteen years as I’ve advanced my career. I’m looking forward to indulging in fiction work again. <br />
<br />
<strong>What’s your favorite blog or podcast?</strong><br />
<br />
I don’t have one I’m afraid to say. I know they’re out there, but I’ve been so consumed with reading resumes and awesome insurance articles like this one that I’ve not taken the time to enjoy the many productive podcasts out there. I welcome links so I can add to favorites.<br />
<br />
<strong>What does a typical day look like for you? </strong><br />
<br />
In no particular order, and not limited to,<br />
<br />
</p>
<ul class="ulstyle-bullets">
<li>Check emails to add any new priorities for client deadlines.</li>
<br />
<li>Marketing posts via social media channels.</li>
<br />
<li>Check client birthdays. Make calls or send emails.</li>
<br />
<li>Follow up with any prospects for new business opportunities.</li>
<br />
<li>Follow up with underwriters for any pending items that move an account closer to binding.</li>
<br />
<li>Recruit new talent.</li>
<br />
<li>Discuss risks with the team and with my business partner.</li>
<br />
<li>Office and outside appointments with prospects, potential strategic alliances, counterparts, colleagues, associates.</li>
<br />
<li>Lunch when I remember to eat (if I don’t have a lunch appointment).</li>
</ul>
<p> </p>
<p><img alt="Rey Insurance" style="width: 500px; height: 285px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/LindaRey/Rey-Insurance.jpg" /></p>
<p>
<strong>How do you decompress?</strong><br />
<br />
I love hanging with my favorite guy who has a mortgage practice and understands the challenges of business. We take the time to discuss our challenges and celebrate our successes. <br />
<br />
I love cycling, the beach and writing. <br />
<br />
Maybe most of all, I love weekend naps. <br />
<br />
<strong>What gets you out of bed in the morning?</strong><br />
<br />
COFFEE!! <br />
<br />
Then, the momentum of creating options, overcoming challenges and witnessing success. I’m not married; I have no children or pets. My agency has been my outlet for experimentation, growth and accomplishments.<br />
<br />
<strong>What’s your go-to drink at the end of the day?</strong><br />
<br />
Cosmopolitan <br />
<br />
<strong>Who are your favorite people in the industry to follow on social media?</strong><br />
<br />
Carrie Reynolds, Kelly Piro, Chris Paradiso<br />
<br />
<strong>What’s the best advice you’ve ever received?</strong><br />
<br />
The best piece of advice is really the informal training I received from my dad. He always said, “Figure it out.” <br />
<br />
In this business, you have to have the initiative to figure out how to figure it out. Otherwise, you are just managing the status-quo.<br />
<br />
I also learned more than 10 years ago that creating options for ourselves helps to not only build self-esteem and confidence but to maintain a level of control in order to appreciate our value.<br />
<br />
<strong>What would you be doing if you weren’t working at Rey Insurance?</strong><br />
<br />
I hate that question because I feel like Zack Mayo from An Officer and a Gentlemen, “I got nowhere else to go!”<br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> profile?</strong><br />
<br />
Kelly Piro, Heidi Petschauer, Peter Aartrijk, Donna Chiapperino, Rick Morgan, Onofrio Colabello, Chris Paradiso<br />
<br />
<em>The </em><a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a><em> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a target="_blank" href="http://www.twitter.com/instechcorp">Tweet us</a> or leave it in the comments below.
</em></p>
<p> </p>urn:uuid:1022When You Build It, But They Still Don’t Come - Agency Marketing BlogWondering why your insurance agency blog isn’t getting traffic? Here are six reasons why. 2016-09-26T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/StephanieEwenBlogs/blogging-typewriter.jpg" alt="blogging typewriter graphic" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />You’ve written blog posts. You published them on your <a href="https://www.getitc.com/!/insurance-agency-website"><strong>insurance agency website</strong></a>. You are <a href="https://www.getitc.com/blog/marketing/2013/06/14/how-to-interpret-your-google-analytics-report#.V-KTH_krKUl">monitoring </a>visits to your blog in Google Analytics.</p>
<p >But, people are just not reading your posts. You’ve shared important information on your blog, so why is this?</p>
<p >Here are the top reasons why your blog isn’t getting traffic. Let’s troubleshoot this together. </p>
<p ><strong>1.<span class="Apple-tab-span" style="white-space:pre;"> </span>You Just Launched Your Blog</strong></p>
<p >Your blog isn’t going to get a ton of visitors overnight. Building your readership and reputation takes time. </p>
<p >Be patient, and create content relevant to your target audience. Blogging isn’t easy, but <a href="https://www.getitc.com/blog/marketing/2016/06/22/the-cost-of-insurance-website-traffic#.V-KTPvkrKUk">boy is it worth it</a> when you stick to it!</p>
<p ><strong>2.<span class="Apple-tab-span" style="white-space:pre;"> </span>Your Blog Posts Aren’t Optimized</strong></p>
<p >Blogging is an effective inbound marketing tactic because it ties to search. </p>
<p >Each blog you publish is another page for the search engines to index. A blog post written today will <a href="https://www.getitc.com/blog/marketing/2016/08/24/how-to-use-evergreen-blogging-to-grow-your-insurance-website#.V-KTVPkrKUk">continue to drive results over time</a>. Likewise, you can optimize blog posts you wrote a year ago to drive traffic. </p>
<p >If you’re not sure where to start, check out <a href="https://www.getitc.com/blog/marketing/2010/03/30/how-to-write-an-optimized-blog-post#.V-KTY_krKUl">our blog on how to optimize a blog post</a>.</p>
<p ><strong>3.<span class="Apple-tab-span" style="white-space:pre;"> </span>You’re Not Promoting Your Blog</strong></p>
<p >How can you drive more traffic to your blog? </p>
<p >Start with <a href="https://www.getitc.com/blog/marketing/2016/05/11/your-social-media-game-plan-in-3-easy-steps#.V-KTf_krKUl">social media.</a> Promote your blog posts across every social media platform your agency uses. </p>
<p >You can also include content in your lead-nurturing workflows. Drum up interest from your leads. Include a link to your blog in one of your drip emails. </p>
<p >Don’t forget about your insurance agency website! Make your blog easy to access from your navigation. Some agents like to have a snippet from their most recent blog post on their home page. You can also include links to blog posts from other website pages where it makes sense. </p>
<p ><strong>4.<span class="Apple-tab-span" style="white-space:pre;"> </span>Your Focus is Too Broad</strong></p>
<p >You may think broad topics will appeal to as many folks as possible. But, the more targeted content you create, the more help you get SEO-wise. </p>
<p ><a href="https://www.getitc.com/blog/marketing/2016/03/30/how-much-do-keywords-matter-to-your-insurance-website#.V-KUJvkrKUk">Keywords </a>are an important part of getting traffic to your insurance agency website. Well, the same applies to your blog posts. Include your keyword in your title and one or two times in the post itself.</p>
<p >Before you start writing, understand what your readers search for and why. From this research you can develop a list of topics to write about. </p>
<p >You gain more search real estate by writing about specific topics. For example, if your agency targets farmers, try writing about agricultural or farming topics. </p>
<p ><strong>5.<span class="Apple-tab-span" style="white-space:pre;"> </span>Your Post May Be Boring<br />
</strong><br />
Let’s face it.: insurance isn’t exactly at the top of everyone’s list to learn or read about. But, that doesn’t mean your content has to be boring. <br />
<br />
Truth is, interesting and engaging writing is one of the best ways to make your blog stand out. Your content can still be credible and helpful without sounding like a stuffy editorial. <br />
<br />
Pay attention to the tone of your favorite bloggers. What keeps you coming back to read their posts?<br />
<br />
Be conversational and witty, like this blog post (<em>wink, wink</em>). Tell stories; be human. Connect with your audience.<br />
<br />
<strong>6.<span class="Apple-tab-span" style="white-space:pre;"> </span>You’re Not A Consistent Blogger</strong></p>
<p><strong> </strong><br />
Here’s the scoop: even if you publish <a href="https://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website#.V-KUsvkrKUk">high-quality content</a>, no one is going to come back if there isn’t more. </p>
<p >Get people hooked on your content! <a href="http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-Your-Business-Blogging-Performance-NEW-DATA.aspx#sm.019svzlp1d1xdl411091tok3swps4">Statistics </a>show companies that blog 15 or more times per month get five times the traffic than companies who don’t blog at all. </p>
<p >Make a commitment to the success of your blog. Create a publishing schedule, and stick to it. You will be glad you did.</p>
<p >Need ideas? We publish <a href="https://www.getitc.com/blog/tag/10%20ideas/">10 ideas</a> every month you can use. We also talk about <a href="https://www.getitc.com/blog/marketing/2016/06/06/10-places-to-get-content-ideas-for-your-blog#.V-KU6fkrKUk">other places to get ideas</a>, blogging best practices, and how to get started. </p>
<p >Is your agency seeing success from blogging? How often do you blog? What advice do you have for first-time bloggers?</p>
<div> </div>urn:uuid:1019Why Mobile Matters for Your Insurance Agency - Agency Marketing BlogSmartphones have already begun to transform your insurance agency's business. Here's how, and what you can do.2016-09-21T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/Google-Mobile.jpg" alt="google mobile search" style="width: 300px; height: 533px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px; border-width: 1px; border-style: solid;" />You don’t have to look far these days to see the impact of mobile on the web.<br />
<br />
More than half of Google searches last year <a href="https://techcrunch.com/2015/10/08/mobile-searches-surpass-desktop-searches-at-google-for-the-first-time/" target="_blank">came from mobile devices</a>. <a href="http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247" target="_blank">Mobile users alone likely logged more than a trillion searches</a>. (Yes, you read that right. A trillion.) There’s a good chance that most people you know use smartphones to get online.<br />
<br />
Even though the world is going mobile, many insurance agents are still on the fence. They won’t dive into a mobile marketing strategy for their <a href="https://www.getitc.com/!/insurance-website"><strong>insurance websites</strong></a>. After all, people would rather shop on a smartphone for a pair of shoes than a life insurance policy, right?<br />
<br />
Well, not so fast.<br />
<br />
It’s still important to focus on your agency’s mobile presence. Even if plenty of consumers are still using desktop computers to get to your website. <br />
<br />
Here are a few reasons why a mobile web strategy should matter for your agency. <br />
<strong><br />
On-The-Go Information is In-Style</strong><br />
<br />
Smartphones have already been around for a decade. The ability to access the web on your mobile phone has gone from a novelty to a consumer expectation. <br />
<br />
Even if consumers aren’t buying policies on their smartphones, <a href="https://www.thinkwithgoogle.com/articles/omni-channel-shoppers-an-emerging-retail-reality.html" target="_blank">they start their research there.</a><br />
<br />
<strong>If the Phones Are Ringing, People Are Searching<br />
</strong><br />
In 2006, consumers found your number on your website and typed it into their cell phones. <br />
<br />
In 2016, <a href="https://econsultancy.com/blog/64395-google-click-to-call-used-by-more-than-40-of-mobile-searchers#i.1giq8tmjm5ec4r" target="_blank">consumers often rely on a click-to-call button</a> to do the dialing for them. And they’ll want to see what your insurance website says before deciding whether to talk to you.<br />
<br />
<strong>Shopping is In-The-Moment</strong><br />
<br />
If you feel like the world is moving at a faster pace today, you’re not alone. <br />
<br />
Technology and shifting consumer demands have transformed shopping. Shopping, once deliberate, is now centered on brief moments of need called <a href="https://www.thinkwithgoogle.com/micromoments/intro.html">micro-moments</a>. <br />
<br />
Consumers expect businesses to instantaneously provide solutions in these micro-moments. A strong mobile web presence can keep your agency from being left in the dust.<br />
<br />
<strong>Context is the Golden Ticket<br />
</strong><br />
Middle-earth might have had <em>one ring to rule them all</em>. But, internet marketing doesn’t consist of <em>one message to convert them all</em>. <br />
<br />
<a href="http://marketingland.com/mobile-vs-desktop-mobile-won-might-still-losing-148800" target="_blank">Your desktop visitors have different needs than your mobile visitors</a>. And, each of those mobile visitors might also have different needs. <br />
<br />
From finding your phone number to comparative research, you need to have their answer. <br />
<br />
It’s critical for your agency’s mobile website to address all of these needs. Desktop-targeted content on a mobile screen just won’t cut it.<br />
<br />
<strong>Search is Everywhere</strong><br />
<br />
Modern consumers expect to find relevant information fast, no matter where they are. <br />
<br />
So mobile search now stretches far beyond the browser window. Google, Microsoft and Apple continue to integrate <a href="https://www.getitc.com/blog/marketing/2016/07/25/the-new-frontier-of-search-for-your-insurance-website#.V9r_W_krKUl">the new frontier of search</a>. This includes app content, voice search, personal assistants and Bluetooth location services. <br />
<br />
Also, <a href="https://www.thinkwithgoogle.com/infographics/drive-growth-mobile-first-world.html">Google has repositioned itself as a mobile-first company</a>. If your agency wants to compete in the modern world of search, you need a mobile website strategy.<br />
<br />
<strong>Wrapping It All Up</strong><br />
<br />
<a href="https://www.getitc.com/products/websites/">Many insurance website providers </a>offer a mobile-friendly version of all sites they create. But this is just a start. <br />
<br />
Forward-thinking agencies address the needs and concerns of mobile consumers with their websites. These agencies will see the biggest gains in mobile search visibility, traffic and revenue.<br />
<br />
<br />
The shift to mobile represents a massive opportunity for your insurance agency. Now is the time to act on it.<br />
<br />
<em>Have you launched a mobile website strategy? If so, has it been successful? Let us know in the comments.</em><br />
<div> </div>urn:uuid:102110 Bad Habits That Are Hurting Your Efficiency - Agency Management BlogWant to improve your efficiency? Stop these bad habits.2016-09-20T09:00:00Z2024-03-19T05:52:04Z<p><img alt="Improve your agency's efficiency" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/TheModernAgency/improve-efficiency.jpg" />Bad habits can get in the way of what we want for ourselves. It’s why they’re often the basis for our New Years’ resolutions. <br />
<br />
But, I’m not talking about habits like overspending, smoking or biting your nails. <br />
<br />
When you think about your own bad habits, do you think about your habits at work? All of us have habits that keep us from being efficient in our jobs. These habits may even cause more stress.<br />
<br />
The more aware you are of what is keeping you from being more effective… The more proactive you can be at changing the behavior and being more successful.<br />
<br />
Here are 10 bad habits that can hurt your efficiency. Are you guilty of any of them? If so, it might be time to stop.<br />
<br />
<strong>1. Feeding the need for instant gratification</strong><br />
<br />
If you feel the pull of instant gratification, you’re not alone. <br />
<br />
The world around us has conditioned us to crave instant stimulation. As a result, we often can’t stay focused for more than a few minutes. <br />
<br />
Social media and our phone notifications feed this need. It’s not easy to break this habit. It takes discipline. <br />
<br />
Try turning off notifications for an hour. Or, stick your phone in a drawer. See how much you can get done in that hour without your phone sitting next to you.<br />
<br />
<strong>2. Not taking breaks</strong><br />
<br />
Plowing through our to-do lists may seem like we’re being productive. But, if you don’t ever take a break, you’re more likely to burn out and lose focus. You’re not being as efficient as you might otherwise be. <br />
<br />
Your brain is a muscle. It needs a break from constant exertion so it can recharge. Get away from your desk for 10 minutes. Take a walk. Have a chat with someone in the office. You could even try meditation. <br />
<br />
Find something that will take your mind off work for a bit. Then you can come back feeling refreshed and ready to get back to it. <br />
<br />
<strong>3. Manually quoting a prospect</strong><br />
<br />
It's a long process to manually quote a policy. Going to each carrier’s website is time consuming. <br />
<br />
Even only going to the few you think are the best fit for the prospect, it’s still going to take more time than it could. And, you’ll never know how the carriers you didn’t rate would look in comparison. Plus, you are more at risk to make an error when repeatedly entering the information. <br />
<br />
<strong><a href="https://www.getitc.com/!/comparative-rating-system">Comparative rating systems</a></strong> make this process easy and can save you so much time. It reduces the risk of errors and can give you the same accurate rates you get directly from the carrier. <br />
<br />
Agencies run more efficiently when they use a comparative rating system. Not to mention the best raters do <a href="https://www.getitc.com/blog/management/2016/05/17/more-than-just-rating-a-revisit">more than rating</a>, which can improve your efficiency even more.<br />
<strong><br />
4. Saying yes to everything </strong><br />
<br />
For some of us, it can be difficult to say no to a request. Whether it’s for a task or a meeting, we can’t bring ourselves to disappoint someone. But, saying yes to someone else means you’re saying no to your priorities. <br />
<br />
Take a moment to consider the request. If it’s a meeting, is your presence necessary? Could you resolve the issue in a few emails instead? <br />
<br />
If someone needs help, is it an urgent or one-time situation? If it’s an ongoing occurrence, you might consider teaching that person how to handle the task on his or her own.<br />
<br />
<strong>5. Being constantly in your email</strong><br />
<br />
This is one of my <a href="https://www.getitc.com/blog/rating/2016/06/28/this-is-the-way-becky-schroeder">favorite tips</a>. <a target="_blank" href="http://www.centercityproprietors.org/files/assets/Documents/How to Manage your Email Not Let it Manage You.pdf">Productivity experts say</a> that email can hurt your productivity if managed incorrectly. <br />
<br />
I used to open and answer every email as it arrived in my inbox. But these days that’s inefficient. If your inbox is like mine, you could spend an entire day just responding to email. <br />
<br />
What works best for me is only opening my email at certain times of the day. If I can respond quickly, I do. If I can delegate the request, I will. <br />
<br />
Otherwise, I file the email to reply to later when I get more time or if there’s something I need to do before I can reply. <br />
<strong><br />
6. Using paper files</strong><br />
<br />
Paper is inefficient. It takes more time to dig through a file cabinet to find a client’s record. It is much faster to search in an <a href="https://www.getitc.com/products/management">agency management system</a> for the client’s information. <br />
<br />
What if the file isn’t there because someone forgot to put it back? You’d have to spend more time tracking it down. <br />
<br />
An agency management system gives you instant access to a client’s file. Then there’s the reporting, commission reconciliation, accounting features, notes, and more. You don’t get those features with paper files.<br />
<br />
<strong>7. Not actively listening</strong><br />
<br />
If you’re not <a target="_blank" href="https://www.allbusiness.com/active-listening-is-an-essential-sales-tool-34251-1.html">actively listening</a> to someone, you’re going to miss vital information. Not listening, really listening, to someone can result in mistakes and a damaged relationship. <br />
<br />
At best, you’re going to have to spend more time trying to figure out what you’re missing. At worst, you may have lost a sale or a client because of a miscommunication. <br />
<br />
In a conversation are you hearing what the other person is saying? Or, are you thinking about the next thing you’re going to say? Are you trying to do something else during a conversation? <br />
<br />
Stop everything, and focus on what you’re hearing. Listen for information and for what the other person is not saying. Ask questions if you’re unsure what the person meant.<br />
<strong><br />
8. Multitasking </strong><br />
<br />
<a target="_blank" href="http://www.apa.org/research/action/multitask.aspx">Studies have shown</a> that multitasking hurts efficiency. Switching mid-task can increase the time to finish both tasks by 25 percent. <br />
<br />
We like to think multitasking makes us more efficient, but it doesn't. It actually slows us down and increases the chance for mistakes. <br />
<br />
If you need to focus, turn off all distractions. Focus on one task at a time. <br />
<br />
<strong>9. Not organizing your to-do list</strong><br />
<br />
It’s hard to stay focused on what you need to do if you don’t have an organized list. <br />
<br />
You need to organize your tasks by what you need to get done today, this week and this month. Doing so will help you remember what you mean to do. It’s also easier to know what you need to do next. <br />
<br />
There are many ways to organize a to-do list. You can write it down on paper. Use your calendar and tasks in your email client. <br />
<br />
Also, there are numerous apps available. If you’re looking for ideas, browse through some of <a href="https://www.getitc.com/blog/tag/this_is_the_way/">the profiles we’ve done in the last year</a>. There are some good tips from other people in the industry.<br />
<strong><br />
10. Not having a defined sales process</strong><br />
<br />
A defined sales process means clear, consistent messaging and steps to follow. <br />
<br />
When you have a set process, you maximize your close ratio. Otherwise, you and your team are reacting to things as they happen, which is not as effective. <br />
<br />
Prospects can fall through the cracks that way. The added benefit of a defined sales process is the training. When you have a new employee, you walk them through your process. They’ll know exactly what to do and what your expectations are. <br />
<br />
<br />
There are many ways to improve your efficiency. Insurance agency software, organization and discipline are all critical if you want to be more efficient. <br />
<br />
How do you stay efficient? Let us know in the comments below.<em style="box-sizing: border-box; color: #333333; font-family: Ubuntu, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; line-height: 24px; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff;"><a class="management" href="https://www.getitc.com/blog/tag/modern_agency/" style="box-sizing: border-box; color: #23527c; text-decoration: none; outline: 0px; background-color: transparent;"></a></em></p>
<p><em style="box-sizing: border-box; color: #333333; font-family: Ubuntu, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; line-height: 24px; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff;"> </em></p>
<p><em style="box-sizing: border-box; color: #333333; font-family: Ubuntu, sans-serif; font-size: 16px; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; line-height: 24px; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff;"><a class="management" href="https://www.getitc.com/blog/tag/modern_agency/" style="box-sizing: border-box; color: #23527c; text-decoration: none; outline: 0px; background-color: transparent;">The Modern Agency<span class="Apple-converted-space"> </span></a>is a monthly blog series in which we discuss various topics related to the success and growth of independent insurance agencies in the modern market.</em></p>urn:uuid:1017Myths of Graphic Design People Still Believe - Agency Marketing BlogWant a smooth insurance website design process? Understand the truth behind these myths about graphic designers. 2016-09-19T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/TinoIzuoraBlogs/designer-at-desk.jpg" alt="designer at desk" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Since the first cave paintings, myths have surrounded graphic designers and their work. </p>
<p>Some of these myths are harmless. But, some can set high expectations that we can’t meet. If your insurance agency is working with a graphic designer, be careful.</p>
<p>Below are five common myths about graphic design. Understanding the truth behind these myths can make the <a href="https://www.getitc.com/!/insurance-website-designs"><strong>insurance website design</strong></a> process easier. It can also help you find <a href="https://www.getitc.com/blog/marketing/2016/09/12/5-keys-to-success-for-your-new-insurance-website#.V9rGtvkrKUk">success with your new website</a>. </p>
<p><strong>Graphic Design is Easy<br />
</strong></p>
<p>
One myth that grinds a designer’s gears is the assumption that it’s easy to be a graphic designer. </p>
<p>
Yes, we spend time in front of the computer clicking away. But, designing isn’t easy and stress-free. Graphic design is just as, if not more, stressful than other jobs. </p>
<p>
For example, designers should be able to take criticism for their work and not take it personally. They also are responsible for successfully bridging the gap between a client and their audience.</p>
<p>
To do our job right, we must have experience, deep knowledge, and dedication.</p>
<strong>Graphic Designers Know Everything<br />
</strong>
<p>
We don’t. We cringe whenever we hear the phrase, “Whatever you think is best.” </p>
<p>
<a href="https://www.getitc.com/blog/marketing/2016/05/09/6-questions-to-consider-when-designing-your-insurance-website#.V9rHFvkrKUl">Without any type of instruction, </a>we’ll definitely design something kickass. But our default mode is our own individual style, which may not be your style. </p>
<p>
Since we can’t read your mind and know what your style is, there’s a chance you’ll hate what you see. By not being more specific with your instructions, you can make the process longer. </p>
<p>
Think through the visual message you want to tell. If you want something to pop, explain what pop means to you. </p>
<strong>Graphic Designers Can Create a Design Fast<br />
</strong>
<p>
Its 2016, everything is faster including the computers we work on. So shouldn’t we be able to design something in mere hours from concept to realization? </p>
<p>
Yes, using a computer makes us more efficient. But, good insurance website design can take time. </p>
<p>
If this expectation is not set correctly, it can result in an angry client. <a href="https://www.getitc.com/blog/marketing/2016/07/18/avoid-unnecessary-costs-with-these-5-insurance-website-design-questions#.V9rHPfkrKUk">We don’t want an angry client</a>! Plus, a rushed job will likely end up being a botched job. </p>
<p>
A good graphic designer will let you know if a proje<span style="line-height: 1.5em;">ct will take longer than expected. He or she can also explain what can save the project.</span></p>
<p>
<br />
There are great graphic designers out there who can create amazing insurance website design. (Like <a href="https://www.getitc.com/products/websites/">our team</a> here at ITC.) </p>
<p>
How can you tell a great graphic designer from a mediocre one? Don’t miss my next post!
</p>
<p> </p>
<div> </div>urn:uuid:1018Masters of Marketing - Appearance is Everything: Using Effective Email Design to Win Over Your Contacts - Agency Marketing BlogContent is often considered the heart of email marketing, but design is equally important.2016-09-15T13:15:00Z2024-03-19T05:52:04Z<p>In September's Masters of Marketing, Malika James, AgencyBuzz Coordinator, talked about how insurance agents can compete online with big name carriers. <br />
<br />
If you missed the presentation, <a href="https://attendee.gotowebinar.com/recording/5745873321742012939" target="_blank">click here to view a recording.</a> You can also view the slides below.</p>
<p> </p>
<iframe src="//www.slideshare.net/slideshow/embed_code/key/HUDjtJgJVUXOrM" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;"> </iframe>
<div style="margin-bottom:5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/appearance-is-everything-using-effective-email-design-to-win-over-your-contacts" title="Appearance is Everything: Using Effective Email Design to Win Over Your Contacts" target="_blank">Appearance is Everything: Using Effective Email Design to Win Over Your Contacts</a> </strong> from <strong><a href="//www.slideshare.net/InsTechCorp" target="_blank">Insurance Technologies Corporation (ITC)</a></strong></div>
<p style="margin-bottom:5px;"><strong> </strong></p>
<p style="margin-bottom:5px;"><a href="https://www.getitc.com/solutions/agency-marketing/webinar/">Join us next time</a> on Thursday, October 20th at 12 p.m. CT. SEO Coordinator Dylan Brooks will cover the topic <em>A Bridge to Success: How to Craft Effective Content for Your Insurance Website.</em></p>urn:uuid:10155 Reasons You Might Need SEO Help - Agency Marketing BlogIt’s time to outsource your insurance agency’s SEO if you’re faced with any of these five situations. 2016-09-14T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/PhillipLongBlogs/SEO-lady-searching-web.jpg" alt="lady searching the web " style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />Some insurance agents still rely on word-of-mouth and referrals to grow their agency. </p>
<p>Eventually these tactics won’t be enough as more consumers go online to research insurance. Agents are starting to realize this truth. </p>
<p>When looking for new lead sources, online leads are at the forefront as that’s where today’s prospects are. The key to getting online leads is optimizing your <a href="https://www.getitc.com/!/insurance-website"><strong>insurance website</strong></a>. </p>
<p>If you have a website and want to grow your online presence, SEO might be right for you. Here are five clues you might need to hire help with your SEO.<br />
<br />
</p>
<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Leads Are Falling Off</h2>
<p> </p>
<p>
Old school marketing tactics will become less effective for you, if they haven’t already. If your leads are starting to fall off, dip your toes into SEO. </p>
<p>
If you already have an SEO strategy in place, go deeper. Try your hand at a new online insurance agency marketing strategy. These digital tactics can <a href="https://www.getitc.com/solutions/agency-marketing/leads-generation/">give your leads a boost</a>.</p>
<p>
Over time, your SEO efforts will bring you more visitors to your website. And this traffic will be more ready to buy.<br />
<br />
</p>
<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>You Don’t Have Time</h2>
<p> </p>
<p>
To be successful with SEO, you have to make a large time commitment. </p>
<p>
Staying on top of search results takes work. Not to mention the task of staying on top of trends and strategies. </p>
<p>
Search engine algorithms change often, which requires frequent adjustments to your strategy. Because of this continual change, it’s important to pay close attention to SEO trends.</p>
<p>
It’s okay if you don’t have time to handle 100 percent of the work required. Consider outsourcing 90 percent to a <a href="https://www.getitc.com/solutions/agency-marketing/search-engine-optimization/">reputable agency marketing firm</a>. <br />
<br />
</p>
<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>It’s Time for a Website Revamp</h2>
<p> </p>
<p>
Starting your SEO with a <a href="https://www.getitc.com/blog/marketing/2013/11/21/are-you-overdue-for-a-redesign-of-your-insurance-website#.V9cVmPkrKUl">website revamp</a> is a good idea. It gives your insurance agency website an opportunity to start fresh. </p>
<p>
Some insurance website design aspects don’t affect your SEO much. But, there are features on your website, like navigation and content, that are vital to SEO. </p>
<p>
Implementing those things from the start of a new website is easier than waiting. Tackling a new design and starting SEO at the same time is ideal.<br />
<br />
</p>
<h2>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>You Used To Rank</h2>
<p> </p>
<p>
Here’s a story I hear all too often. You did nothing with your insurance agency website’s SEO and ranked for all kinds of keywords in your city. </p>
<p>
Then, suddenly, <a href="https://www.getitc.com/blog/marketing/2015/12/02/why-is-my-insurance-website-not-on-the-first-page-of-google#.V9cVx_krKUl">those rankings started slipping</a>. </p>
<p>
It can be for a variety of reasons. Google realized you shouldn’t be ranking that highly based on their new algorithm. Or, your competition is stepping up their game. </p>
<p>
One way or another, you need to get those rankings back. Outside help might be the solution.<br />
<br />
</p>
<h2>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Too Much Success</h2>
<p>
This one might seem odd, but hear me out.</p>
<p>
If you have someone at your agency doing SEO, you are in the minority. Most agencies don’t get this luxury. If they do, often that person is also a CSR or an administrator. </p>
<p>
Rarely do they only wear one hat. <a href="https://www.getitc.com/blog/marketing/2016/02/17/life-after-seo-success-what-you-should-address-across-your-insurance-agency#.V9MSh_krKUk">If your SEO is taking off</a>, this could be a problem. It’s taking more time away from that employee’s primary duties. </p>
<p>
Consider outsourcing most of the SEO work so he or she can focus on closing your new leads. </p>
<p> </p>
<p>
There are many reasons to outsource SEO, but these are the most common from my experience. </p>
<p>
<em>Got a question about SEO? Leave it in the comments below, and we’ll answer it.</em>
</p>
<p> </p>urn:uuid:1016This is the Way: Tyler Nicholson from Aspire General Insurance - Agency Rating BlogThis is the way Tyler Nicholson, director of marketing at Aspire General Insurance, works.2016-09-13T09:00:00Z2024-03-19T05:52:04Z<p><img alt="This is the Way: Tyler Nicholson from Aspire General Insurance" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/TylerNicholson/This-is-the-Way.jpg" /></p>
<p><a target="_blank" href="https://www.linkedin.com/in/tylernnicholson">Tyler Nicholson</a> got into insurance the same way a lot of people in the industry do… through someone he knew. A long-time friend asked Tyler to join him at a large auto insurance brokerage. So he set to work to get his license. <br />
<br />
But, the day he passed the state exam, Tyler got a call from another friend who heard he just got into the industry and encouraged him to work for her dad. Initially he passed on the job and started training at the auto insurance brokerage. But later that same month, he did accept the position to work for his friend’s dad, who ended up being his boss at FSC for many years.<br />
<br />
After 11 years in the industry, Tyler still has never used his insurance license, but he does keep it active. I spoke with Tyler about what challenges he faces and how he stays motivated. This is the way Tyler Nicholson works.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
<br />
San Gabriel Valley in southern California <br />
<br />
<strong>Current gig:</strong><br />
<br />
Director of Marketing at Aspire General Insurance<br />
<br />
<strong>One word that describes how you like to work. </strong><br />
<br />
Hard<br />
<br />
<strong>Current mobile device: </strong><br />
<br />
Samsung<br />
<br />
<strong>Current computer:</strong><br />
<br />
Surface<br />
<br />
<strong>What is it you like about the industry? </strong><br />
<br />
I enjoy the fact that for being in an industry that’s very competitive, it’s also very close knit and most people network with each other regardless if they are competitors.<br />
<br />
<strong>Project(s) you’re currently working on. <br />
</strong><br />
Many, but they all have to do with continuing Aspire as the fastest growing auto insurance carrier in California and making it the number one auto carrier to do business with.<br />
<br />
<strong>Accomplishments you’re proud of. </strong><br />
<br />
Providing a fulfilling life for my family in an area my wife and I both grew up in. <br />
<br />
<strong>What are your goals for the next 12 months? </strong><br />
<br />
See my answer to the second to last question above.<br />
<strong><br />
Aside from your phone and computer, what gadget can’t you live without and why? <br />
</strong><br />
I don’t really use gadgets when not working, so I’ll say my pool’s salt system, since after setting it up, I haven’t added chlorine to my pool once!</p>
<p> </p>
<p><img alt="Tyler Nicholson and family" style="width: 400px; height: 335px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/TylerNicholson/family.jpg" /></p>
<p ><strong>Describe your workspace. </strong><br />
<br />
I have three separate work spaces. My actual office where my company is located in Rancho Cucamonga, California. My car where some of the best work happens, and my home office, which is where I work in the evenings and come up with my best ideas. All of them are very clean, and I don’t have anything out in the open that I am not currently working on. The home office has a few pictures and sales awards from over the years.<br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
Many ways. A CRM, Outlook, and Excel. It just depends on what type of task or activity I need to complete.<br />
<br />
<strong>What does a typical day look like for you? </strong> <br />
<br />
I get up by 6 a.m. and usually start working within an hour. I can’t say that I have typical days since they are all very different based on where I need to be and what needs to get done. It’s one great thing about what I do, I definitely don’t get bored.<br />
<br />
<strong>What are your biggest professional challenges? </strong><br />
<br />
Not taking regular breaks. I get going and miss lunch most days.<br />
<br />
<strong>What do you like most about your job? </strong><br />
<br />
The people I work with and that what I am doing is the central focus of my company. <br />
<strong><br />
What’s the most recent app you’ve downloaded but have yet to use? </strong><br />
<br />
Ebay. I’m not much of a consumer.<br />
<strong><br />
When you finish a project do you immediately jump to the next one? Or, do you take time to revel in what you accomplished and let your mind wander without worrying about what’s next? </strong><br />
<br />
I always jump to what’s next. Finishing something gives me the energy to keep going.<br />
<br />
<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
Waze App. Much better than my car’s GPS. It has saved me more times than I can count while working and on vacation.<br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
Waking up earlier than needed. It always better than being rushed. <br />
<br />
<strong>What do you listen to while working? </strong><br />
<br />
I don’t listen to music while working, but while in the car, I use music to get pumped up or to relax, whatever I’m in the need of at that moment. <br />
<br />
<strong>What are you currently reading? </strong><br />
<br />
Nothing at the moment.<br />
<br />
<strong>What’s your favorite blog and/or podcast? </strong><br />
<br />
Don’t have any.</p>
<p> </p>
<p><img alt="Tyler Nicholson scuba diving" style="vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/TylerNicholson/scuba.jpg" /></p>
<p ><strong>How do you decompress? </strong><br />
<br />
Being with family and being outdoors. <br />
<br />
<strong>What’s your sleep routine like? </strong><br />
<br />
I wouldn’t call it a routine. I get about five to six hours a night during the week and hopefully eight on the weekends. <br />
<strong><br />
What’s your most memorable face-palm moment? </strong><br />
<br />
Too many to list.<br />
<br />
<strong>Who are your business idols and why? </strong><br />
<br />
My current boss Byron Storms and my last boss Steve Moulios have taught me through example over the years, that there’s no replacement for hard work. Both have balanced very active family lives while doing this.<br />
<br />
<strong>What’s the best advice you’ve ever received? </strong><br />
<br />
Slow down, even though I don’t always take it. <br />
<br />
<strong>If you could switch jobs with someone, who would it be?</strong> <br />
<br />
I can’t say I want anyone else’s job.<strong><br />
<br />
Who would you like to see in a future <em>This is the Way</em> post? </strong><br />
<br />
Mark Cuban or Warren Buffet – just so I can see what they are currently working on.<br />
<em><br />
The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a target="_blank" href="http://www.twitter.com/instechcorp">Tweet us</a> or leave it in the comments below.</em></p>urn:uuid:10135 Keys to Success for Your New Insurance Website - Agency Marketing BlogInsurance website design can be overwhelming. Here are five elements to focus on when creating a new insurance website. 2016-09-12T15:07:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/KarlyBlogs/laptop.jpg" alt="laptop" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />You know a website is vital to your success. You know your <a href="https://www.getitc.com/!/insurance-website"><strong>insurance website</strong></a> reflects you and your agency. So how do you make it happen? How will your new website separate you from the crowd exactly? </p>
<p>Here are five simple elements to keep in mind when creating or editing your insurance website design. </p>
<p><strong>1. Know Who You Are</strong></p>
<p><strong> </strong>To quote life coach Marie Forleo, “If you’re speaking to everyone, you are speaking to no one.” </p>
<p>Take time to figure out who you are and who you are talking to. Who is your insurance agency’s target audience? How can you best position your agency to appeal to them?</p>
<p><a href="https://www.getitc.com/blog/marketing/2013/10/24/masters-of-marketing-designing-your-website-for-your-target-audience#.V9LSXfkrKUl">Tailor your insurance website design to those people.</a> Are you focused on providing fast service? Design your website and include content to reflect that. Are you focused more on building long-term relationships? That’s a different look. </p>
<p>Your website design is key because it reaffirms your connection with your audience. Focus on your audience and what they want. They will be more inclined to contact your insurance agency then. </p>
<p><strong>2. Invest in Photos</strong></p>
<p><strong></strong>Most website services offer photos in the creation of your insurance website design. Use them. Even if you are on a budget, <a href="https://www.getitc.com/blog/marketing/2012/11/19/getting-photos-for-your-website#.V9LSk_krKUk">good photos are key</a> to your website. </p>
<p>Poor photo quality is easy to recognize. Bad photos are grainy or misshapen. Bad photos indicate your agency isn’t concerned with quality or being detail-oriented. Plus, today’s savvy consumers can recognize poor-quality photos instantly. </p>
<p>So, take my word for it: invest in good photos. </p>
<p>Also, be intentional when choosing your photos. Knowing your target audience gives you a better idea of the photos you need. </p>
<p>For example, if you serve an area on the beach, use a coastal picture. Photos are eye-catching, so they need to relate to <a href="https://www.getitc.com/blog/marketing/2013/09/09/what-is-a-brand#.V9LStvkrKUk">your brand</a>.</p>
<p><strong>3. Use Social Media</strong></p>
<p>Have some sort of social media presence. Social media platforms let your clients and prospects connect with you. </p>
<p>If you’re starting from square one, try starting with one network at a time. Pick the one you feel most comfortable using and go from there. Also consider which social media platform most of your clients use. </p>
<p>For example, a commercial agency might start with LinkedIn while a personal lines agency might start with Facebook. LinkedIn is a great B2B platform to reach other businesses and organizations. Meanwhile, Facebook is a great way to reach individual consumers. </p>
<p>Social media is engaging, so be sure to interact with your followers. When you engage, it’s easy to build the relationships needed in this industry. <a href="https://www.getitc.com/blog/tag/social_media/">(Looking for more social media tips?)</a></p>
<p><strong>4. Stay Active</strong></p>
<p>You must stay active on your website. That means updating content, posting blogs, and adding new information. </p>
<p>The benefit of this is twofold. First, it boosts your search engine optimization. <a href="https://www.getitc.com/blog/marketing/2012/03/07/keep-it-fresh#.V9LTFvkrKUk">Search engines will see you are active</a> and will reward you for it in the rankings. </p>
<p>Second, it shows visitors you care. You will lose a prospect fast if <a href="https://www.getitc.com/blog/marketing/2015/02/09/what-a-neglected-blog-says-about-your-insurance-agency#.V9LTOPkrKUk">your most recent blog is from two years ago</a>. (This rule also applies to social media.) </p>
<p><a href="https://www.getitc.com/blog/marketing/2016/08/24/how-to-use-evergreen-blogging-to-grow-your-insurance-website#.V9LTUfkrKUk">Blogging </a>comes into play here. It keeps you active and relevant. It also gives visitors the ability (like social media) to see more of who you are. And, it makes your website a destination visitors can keep coming back to. </p>
<p><strong>5. Be You</strong></p>
<p>How do you separate yourself from the crowd? </p>
<p><em>You </em>are how. </p>
<p>Your insurance agency is one of a kind. There is no one on Earth exactly like you. Be yourself, and follow your instincts. </p>
<p>Your insurance website should reflect you and your agency, so have fun with it. Once you have your finished product, the pride you get from seeing your website come to life is pretty cool. </p>urn:uuid:1014ACORD Forms Update (August 2016) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in August 2016.2016-09-09T19:45:30Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<br />
<strong>New Form</strong><br />
<br />
66 MS 2016/11 - Mississippi Insurance Supplement (for use on or after 11/1/2016)<br />
<br />
<strong><br />
Forms with New Revision Dates</strong><br />
<br />
1 2016/09 replaces 2013/01 - Property Loss Notice<br />
<br />
2 2016/09 replaces 2013/01 - Automobile Loss Notice<br />
<br />
3 2016/09 replaces 2013/01 - General Liability Notice of Occurrence/Claim<br />
<br />
4 2016/09 replaces 2013/01 - Workers compensation-First Report of Injury or Illness<br />
<br />
5 2016/09 replaces 2013/01 - Aircraft Loss Notice<br />
<br />
71 2016/08 replaces 2015/09 - Personal Auto Policy Change Request<br />
<br />
93 2016/08 replaces 2012/03 - Young Driver Questionnaire<br />
<br />
831 2016/09 replaces 2013/01 - Professional/Specialty Insurance Notice of Incident/Claim<br />
<br />
61 NJ 2016/09 replaces 2011/07 - New Jersey Auto Supplement - New Jersey Auto Insurance Buyer's Guide<br />
<br />
66 NJ 2016/09 replaces 2011/07 - New Jersey Auto Supplement - New Jersey Auto Insurance Buyer’s Guide, Commercial PPA Edition<br />
<br />
90 AZ 2016/08 replaces 2015/12 - Arizona Personal Auto Application<br />
<br />
90 MA 2016/09 replaces 2012/08 - Application for Massachusetts Motor Vehicle Insurance<br />
<br />
290 AZ 2016/08 replaces 2014/12 - Arizona Personal Auto Application Section<br />
<br />
<strong><br />
Corrections or Modifications to Existing Forms</strong><br />
<br />
282 2016/08 - Watercraft Section<br />
<br />
38 DE 2008/04 - Delaware Personal Insurance Supplement - Notice of Information Practices (Privacy)<br />
<br />
64 PA 2015/05 - Insurance Placement Facility of Pennsylvania<br />
<br />
50 MD 2016/10 - Maryland Motor Vehicle Liability Insurance Identification Card (for use on or after 10/1/2016)urn:uuid:1011Don’t Give Up on SEO After a Bad Experience - Agency Marketing BlogSEO is a long-haul strategy for agency marketing. If you haven’t seen it pay off yet, try these tips. 2016-09-07T09:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/JoshBoweBlogs/SEO-Search-bar.jpg" alt="SEO search bar" style="width: 300px; height: 249px; float: right; margin-right: 5px; margin-bottom: 10px; margin-left: 5px;" />We’ve all been there. You get promised the world with a new product, service, software or technique. (It’s going to be the best thing that happens to your agency!) But, it ends up causing more headaches than solving them.</p>
<p>Unfortunately, the same can be true for SEO. We’ve had agents come to us who are hesitant or pessimistic about what SEO can do for them. They had a bad experience and don’t believe it can drive traffic to their <a href="https://www.getitc.com/!/insurance-website"><strong>insurance website</strong></a>.</p>
<p>SEO is a tricky beast. The industry is always evolving. Older techniques, which don’t seem old to someone unfamiliar with it, are out of date.</p>
<p>If at first you don’t succeed, change up your SEO practices. Don’t give up! Maybe SEO wasn’t working for you initially. But, there are a few things you can do to turn it around. </p>
<p><strong>Get rid of those black hat tactics</strong></p>
<p>This is the easiest thing to do right off the bat. </p>
<p><a href="https://www.getitc.com/blog/marketing/2014/05/13/how-to-kill-your-brand-with-black-hat-seo#.V8mv4fkrKUk">Black hat SEO tactics</a> are spammy. These practices aren’t a good look reputation-wise, and often they don’t work.</p>
<p>Why? Well, it’s not just the industry that frowns upon black hat SEO. Google and other search engines aren’t fans either. </p>
<p>With every update to its algorithm, Google stamps out these dirty tactics. The search engines penalize websites that use black hat tactics. As they continue to do that, the offending websites perform worse and worse.</p>
<p>Some examples of black hat practices: </p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Using a lot of keywords in your content, aka keyword spamming, even if it doesn’t make sense. </p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Buying backlinks instead of <a href="https://www.getitc.com/blog/marketing/2012/10/29/earning-backlinks-vs-building-them#.V8mwR_krKUl">getting them naturally</a>.</p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Stealing articles from other websites and posting it on yours. </p>
<p style="margin-left: 40px;">•<span class="Apple-tab-span" style="white-space: pre;"> </span>Using low quality websites to create free backlinks, aka link farming.</p>
<p><strong>Be proud of your content!</strong></p>
<p>Content is king for SEO. If you're <a href="https://www.getitc.com/blog/tag/blogging/">blogging </a>(which is the best thing you can do for your SEO), don’t let it go to waste.</p>
<p>Get your content out there. Put it in your newsletter. Ask your clients to share it on social media. </p>
<p>The more people looking at your content, the better chance Google will look at it to and rank you on their search.</p>
<p><strong>Get your keywords in order</strong></p>
<p>An easy way to fail at SEO is when your eyes are bigger than your stomach. </p>
<p>It’s tempting to attempt to rank for the keyword insurance. But, if you’re a small insurance agency, you are unlikely to see much traction. This is because you are going after such a broad and general keyword.</p>
<p>Focus small. Target your keyword strategies toward smaller markets and more detailed,<a href="https://www.getitc.com/blog/marketing/2015/05/15/long-tail-keywords-what-are-they-good-for#.V8mwd_krKUk"> long-tailed keywords</a>. </p>
<p>For example, instead of auto insurance, go after <em>Dallas classic car insurance</em>. </p>
<p>While you want to dream big about your results and goals, you’ll want to think small about how to achieve them.</p>
<p> </p>
<p>SEO can seem like it’s not working for your insurance agency. Don’t give up after a setback, simply readjust and move forward. Because when SEO pays off, it pays off big.</p>urn:uuid:1012Operation Agency Success: More Than a Website - ITC VideosYour insurance agency website needs to be more than a website. Watch this video to learn why.2016-09-06T09:00:00Z2024-03-19T05:52:04Z<img alt="" style="display: none;" src="/images/blog/oas/laird-rixford-more-insurance-website.jpg" /><iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/181242556?color=ff9933&autoplay=1"><noframes><img alt="" src="/images/blog/oas/laird-rixford-more-insurance-website.jpg"></noframes></iframe>
<p> </p>
<p>Is your <strong><a href="https://www.getitc.com/!/insurance-website">insurance website</a></strong> just a website? Or is it an integral part of your agency marketing plan? ITC President Laird Rixford explains why it should be the latter.</p>
<p> </p>
<h2 class="subtitle">Related Articles</h2>
<br />
<p><a href="https://www.getitc.com/blog/marketing/2016/02/08/the-ultimate-guide-to-building-your-insurance-agency-website">The Ultimate Guide to Building Your Insurance Agency Website</a></p>
<p><a href="https://www.getitc.com/blog/management/2016/07/19/why-you-need-to-make-it-easy-for-consumers">Why You Need to Make It Easy for Consumers</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/08/31/the-cross-sell-campaign-using-email-marketing-to-maximize-your-existing-client-list">The Cross-Sell Campaign: Using Email Marketing to Maximize Your Existing Client List</a></p>
<p><a href="https://www.getitc.com/blog/marketing/2016/03/23/generate-leads-with-a-lazy-landing-page">Generate Leads With a Lazy Landing Page</a></p>urn:uuid:1007The Cross-Sell Campaign: Using Email Marketing To Maximize Your Existing Client List - Agency Marketing BlogUse an email drip campaign to easily cross-sell your other lines of business to current clients. 2016-08-31T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/MalikaJamesBlogs/online-ssales.jpg" alt="hand reaching through to online customer" style="width: 300px; height: 221px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />I see it from agents time and time again. They’re not maximizing their current client list by cross-selling to them. <br />
<br />
How much money are you losing out on by not rounding out accounts? And, how can you go after that business without exhausting your agency’s resources?<br />
<br />
Email marketing can be your ally when it comes to cross-selling. After all, the average return on investment for email marketing is <a href="http://www.emailmonday.com/dma-national-client-email-report-2015" target="_blank">$38 for every $1 spent.</a> <br />
<br />
It is easier to get new sales from existing clients because they already know and trust you. Email marketing is a great way to use your current resources. Simply create a <a href="https://www.getitc.com/blog/marketing/2015/07/13/why-your-insurance-agency-needs-a-drip-campaign#.V78f7PkrKUk">drip campaign</a> that markets a new line of business to your existing clients. <br />
<br />
<h2>Get Your List Together</h2>
<br />
The first thing you’ll need to do is compile a list to send your cross-sell emails to. <a href="https://www.getitc.com/blog/management/2016/08/16/are-you-fully-using-the-insurance-agency-software-you-have#.V78gEvkrKUk">Use the cross-sell reports</a> in your agency management system to identify mono-line clients. <br />
<br />
Keep in mind you’ll need a process to remove contacts from the list as they convert. If you don’t remove them, they’ll still get what are now irrelevant emails. And, that’s how you get unsubscribes.<br />
<br />
Some marketing systems can help with this process. For example, our <a href="https://www.getitc.com/products/automated-agency-marketing/default.aspx">agency marketing system</a> can sort your contacts. It can determine the correct people to email. Plus, it can remove them from distribution as they become clients. <br />
<br />
<h2>What to Say</h2>
<br />
Next, compose a series of emails aimed at those clients. <br />
<br />
Keep in mind what group you’re emailing. For example, messages to renters should be different than messages to homeowners. <br />
<br />
Start your campaign with a reminder of why your clients do business with you. Show appreciation of the business they’ve already given you. <br />
<br />
A short line like the following shows you’re thankful for your existing relationship. <br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>
“We want to thank you for your business and your continued trust in us for your insurance needs.”</em></blockquote><br />
Then, naturally move the conversation toward the other products you offer. <br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>
“We stand behind the products and services we provide as the very best. That’s why we want to make sure you are taking full advantage of them.” <br />
<br />
</em></blockquote>
<h2>How Often to Say It</h2>
<br />
Stop to consider the number of mailings you want to send and how often. Sending emails too often can turn your contacts off to your emails as a whole. <br />
<br />
But, sending too few may not bring home your message or create value for your clients. <br />
<br />
Consider your sales cycle. Auto policies are quick to close, but life policies usually take months of consideration. Space out your drip emails accordingly.<br />
<br />
<h2>Keep an Eye on It<br />
<br />
</h2>
Finally, make sure you track your email metrics! <br />
<br />
Pull the contacts who have been opening your emails but haven’t followed up with you yet. Consider them hot leads. Call them, and put a personal touch on your campaign. You might just close the sale! <br />
<br />
<br />
Email marketing is not only for your prospects and leads. <br />
<br />
A well-executed campaign to your existing clients can cement your relationship. Especially when they add additional lines of business. It can also add to the trust they already have in your agency. <br />
<br />
<em>
Not ready to launch a full cross-sell drip campaign yet? Consider adding a blurb in your newsletter to remind your contacts of the many products you offer. </em><br />
<div><br />
</div>urn:uuid:1010To Sell on Value: Stop These Bad Habits - Agency Rating BlogIf you want to sell on value and not price, stop these bad habits and start these good habits.2016-08-30T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DonHobdyBlogs/sunrise-view.jpg" style="width: 300px; height: 199px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" alt="Sunrise view on a mountaintop" />I recently heard someone say bad habits are like a warm bed, easy to get into but hard to get out of. <br />
<br />
It's back to school time. If you have kids (or remember being a kid), you know how hard it is to create the good habit of going to bed early to get them out of that warm bed sooner. <br />
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As parents we let our kids stay up late in the summer. It's just what everyone does. In insurance, selling on price seems to be what everyone is doing. <br />
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Remember if they came to you to save a dollar, they'll leave you to save a dollar. So it's vital that you sell your value. <br />
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Here are two habits you need to break and three you should start that will help you sell value.<br />
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<h2 class="subtitle">Bad Habits to Stop</h2>
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<strong>1. Stop selling. </strong>This is the hardest bad habit to break. Everyone likes to buy, but no one wants to be sold. Instead of trying to make the sale, try to fix their problem. Show your prospects you are on their side, and they will sell themselves.<br />
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<strong>2. Stop quoting the lowest first.</strong> If you tell prospects your lowest option first, you have nowhere to go if they resist the offer. Look at your <a href="https://www.getitc.com/!/comparative-rater"><strong>comparative rater</strong></a><strong></strong> for the company with the best product first. Then, use the lowest if they can't see the value.<br />
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<h2 class="subtitle">Good Habits to Start</h2>
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<strong>1. Start asking why.</strong> Discovering why they need insurance is crucial in creating value. Tailor the quote to your prospect’s needs. Offering coverage that's more comprehensive than the competition is how you show your value.<br />
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<strong>2. Find commonality.</strong> A common habit is to take the rating information without establishing a connection. You're not looking to be best friends. You want to show your prospects you understand their situation. If your prospects see you understand them, they will see the value in working with you.<br />
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<strong>3. Start following up. </strong>We all know how important it is to follow up with our quotes yet most agents don't follow up enough after giving a quote. It's usually just once or twice. You need to follow up at least three times. There are <a href="https://www.getitc.com/products/automated-agency-marketing/default.aspx">agency marketing</a> tools that can help with your follow up needs.<br />
<em><br />
What’s your best sales habit? Tell us in the comments below.</em>urn:uuid:100910 Awesome Autumnal Content Ideas for September - Agency Marketing BlogKeep your insurance agency blog topics fresh for fall with these ten ideas. 2016-08-29T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/September.jpg" alt="ten content ideas for september" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />When you need a professional website for your insurance agency, <a href="https://www.getitc.com/products/websites/">we've got you covered</a>. <br />
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When you need a comparative rater for that website, <a href="https://www.getitc.com/products/rating/website-rating/">we've got you covered</a>. <br />
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When you need a logo, guess what? <a href="https://www.getitc.com/solutions/agency-marketing/logo-design/">We still got you covered</a>. <br />
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And when you need content ideas for your blog? Well, you really shouldn’t have to ask at this point…<br />
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<strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Labor Day – September 5th<br />
</strong><br />
Always taking place on the first Monday of September, Labor Day is widely celebrated. Many businesses observe this holiday by closing and giving employees the day off. <br />
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Will your agency close or have special hours? Don’t just send a <a href="https://www.getitc.com/blog/marketing/2016/06/29/youre-closed-on-july-4th-so-what#.V8BwVPkrKUk">basic we’re-closed-on-Labor-Day email</a>. Inform your clients of this news without annoying them. Include information they will find valuable. Things like events around the community to celebrate the holiday. Or, fun, informative facts about the holiday’s history. <br />
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You can also post this information on your social media profiles. <br />
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<strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Disaster Readiness Kit <br />
</strong><br />
We are in the midst of hurricane season. If hurricanes are a risk in your area, <a href="https://www.getitc.com/blog/marketing/2016/08/24/how-to-use-evergreen-blogging-to-grow-your-insurance-website#.V8BwafkrKUl">write an evergreen blog post</a>. List important items to have on hand in case of severe weather. <br />
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Do a little research for this by visiting to local government websites. They may have information more specific to your area. <a href="https://emergency.cdc.gov/preparedness/">The Center for Disease Control</a> also has tips for all sorts of scenarios. <br />
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Remind your readers that a disaster kit is just the beginning. They should also make a communication plan. Mobile weather apps with emergency weather notifications are another good idea.<br />
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<strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Football Season</strong><br />
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It’s finally football season! This topic lends itself to all sorts of different blog post ideas. You can share some of your personal favorite tailgating recipes or tips. Or, if there’s a local high school, college, or national team, post their schedule. <br />
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Or, write up your top tailgating safety tips. Consider the risks that are possible at a tailgate. I’m surprised there aren’t more safety incidents each year. From electrical outlets to staying hydrated, there's a lot of ground to cover.<br />
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<strong>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Fall Gardening and Lawn Care<br />
</strong><br />
If your agency offers home insurance, you likely already have a target market for this type of blog post. <br />
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As the weather cools, the way people care for their lawn changes. Homeowners will exchange their lawnmowers for rakes. Some people will aerate their soil in preparation for the cooler months. Share tips or a checklist of what they should do to their yards this month.<br />
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You can turn this topic into a social media photo contest. Have people submit photos of their yards. Post them all to your Facebook profile, and have your followers vote on their favorite. You can give away a gift card to a local garden store or nursery.<br />
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<strong>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Patriot Day – September 11<br />
</strong><br />
In observance of the September 11 terrorist attacks on the World Trade Center, Patriot Day is a solemn national holiday for all Americans. <br />
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Across the nation, flags are flown at half-staff in remembrance of the victims and first responders who lost their lives. A moment of silence is held at 8:46 a.m. EDT, which corresponds to the time the first plane struck the North Tower. <br />
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Commemorate this solemn occasion by posting local memorial services or volunteering events. Share a memorial on your social media channels too. <br />
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<strong>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Step-by-Step: Flooding</strong><br />
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Write a step-by-step guide of what to do when a house or property floods. What actions should they take before, during and after flooding?<br />
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This topic can evolve into a series of blog posts for any type of extreme weather damage. Write blog posts about the seasonal hazards for your area. <br />
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7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Local Fall Bucket List</strong><br />
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Want to create clickable, shareable content that drives traffic to your insurance agency website? Write up a bucket list for the fall season. <br />
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Add in as many local attractions as you can. Even better if they’re free of charge. You can also include some of your family’s traditions. <br />
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<strong>8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Easy Ways to Reduce Fire Hazards</strong><br />
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Make this topic a clickable Top 5 list for bonus points. Do some research online. Or, interview someone at your local firehouse. <br />
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Outline it. Then, fill in the outline by expanding on each point. You already have the hard part, which is the topic, out of the way. Done and done. <br />
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<strong>9.<span class="Apple-tab-span" style="white-space: pre;"> </span>Fall Fun Runs</strong><br />
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Depending on the climate of your area, race season will soon be upon you. This means all sorts of fun runs. <br />
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Is your agency sponsoring or hosting one? Write a preview blog post about it. <br />
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Are there several going on in your area? Make a list with start times, distances, and fee pricing. Go the extra mile (ha) and <a href="http://mashable.com/2013/06/28/custom-google-map/#OHRPmzGoy8qH">populate a Google Map</a> so people can instantly locate the nearest run for them. <br />
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<strong>10.<span class="Apple-tab-span" style="white-space: pre;"> </span>National Voter Registration Day – September 27<br />
</strong><br />
It’s always surprising to see how many people didn’t vote after a national election. In fact, <a href="http://nationalvoterregistrationday.org/about/">in 2008, six million Americans didn’t vote </a>because they missed a registration deadline or didn’t know how to register.<br />
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National Voter Registration Day is an organization who seeks to solve that problem. On September 27th, they will launch a mass effort to get the public registered in time for the November election.<br />
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Remind your clients of their civic duty to vote. Tell them how they can get registered if they’re not already. <a href="https://www.google.com/?ion=1&espv=2#q=voter%20registration%20day&eob=va/1/6/m.07b_l">Research your state’s voter registration deadlines</a>. Provide links to helpful websites. There are also some useful infographics that explain how to register to vote. Just be sure to link back to the original source. <br />
<div><br />
</div>urn:uuid:1008Appearance is Everything: Using Effective Email Design to Win Over Your Contacts - Agency Marketing BlogHow visually appealing your email looks can impact your click through rate. 2016-08-26T10:00:00Z2024-03-19T05:52:04Z<em><img src="/images/blog/MattBlogs/6-21-2016%2011-25-21%20AM.jpg" alt="businessmen" style="float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />These are just some of the topics I will be discussing in our next Masters of Marketing webinar. <a href="https://www.getitc.com/solutions/agency-marketing/webinar/?camp=marketingblog">Click here</a> to register for the live, in-depth discussion taking place 9/15 at 12 p.m. CST. </em><br />
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I know, I know. It’s contrary to everything you learned in school, but looks really do matter. <br />
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In fact, I’m going to make the case that everything you do when you create an email should be guided by design elements. <br />
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I’m going to show you why a beautiful email is an effective one. <br />
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<h2>Images<br />
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</h2>
Although email servers can block images, that doesn’t mean you shouldn’t use them. <br />
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A vibrant picture captures the attention of your contacts. It could be the reason they click over to the landing page you’re promoting. <br />
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A recent study by <a href="http://www.brightwave.com/millennials-email-infographic/">Brightwave</a>, found photography was the #2 reason a subscriber clicked on a link in an email. <br />
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<h2>White Space<br />
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</h2>
Modern design elements are often held together by <em>white space</em>. Although this is a technical term, it means exactly what it says. <br />
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White space is the absence of content that surrounds and structures content. White space around elements of your email highlights your content simply by contrast.<br />
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<h2>Brand Consistency<br />
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</h2>
You likely have a logo and branding already in place. <br />
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You need to make sure your branding is consistent in your emails as well. <br />
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You can choose to follow the example of many modern companies and stick to the use of a particular color scheme. <br />
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Or, if your website is photography heavy, it only makes sense that your emails would match that tone. Your emails will reinforce to your contacts who you are as a brand, so don’t forget it! <br />
<div></div>urn:uuid:1003How to Use Evergreen Blogging to Grow Your Insurance Website - Agency Marketing BlogLearn what evergreen blog posts are, and how can they give your insurance agency website a big boost.2016-08-24T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/evergreen.jpg" alt="evergreen" style="width: 200px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />If you’ve read the <a href="https://www.getitc.com/blog/marketing/">ITC marketing blog</a>, you’ve seen quite a few blog posts. (<a href="https://www.getitc.com/blog/marketing/2016/07/20/75-blogging-lessons-from-750-blog-posts#.V7cY0vkrKUk">More than 750</a> actually.) This is for good reason. <br />
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According to HubSpot, <a target="blank" href="http://www.hubspot.com/marketing-statistics">businesses who focus on blogging see 13x more return on investment</a>.<br />
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If you’ve been blogging, there’s a good chance you’ve seen some early success. That means more visitors to your website, and maybe even a few new leads, followed by this:<br />
<br />
<img width="300px" src="/images/blog/DylanBrooksBlogs/YodaMeme.jpg" alt="yoda meme" style="float: left; vertical-align: middle; margin: 8px;" />If so, you’re not alone. Many blog articles have <a target="blank" href="http://blog.hubspot.com/marketing/facebook-post-shelf-life-data#sm.0000a83cstwinedrtmh1zy8v29qwt">a short shelf life</a> as new content floods the internet daily. <br />
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But what if there was a way to draw target consumers to your <strong><a href="https://www.getitc.com/!/insurance-website">insurance website</a></strong> for years? <br />
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How about from a single blog post? <br />
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Well, there is a way to do this. It’s called evergreen blogging.<br />
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<h2>What is Evergreen Blogging?</h2>
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Evergreen trees keep their leaves all year. They are always green, or evergreen. <br />
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Similarly, evergreen blog posts stand the test of time. The information in these articles remain relevant for years. The topic is both general and focused enough to get continued attention from consumers.<br />
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Blog articles that focus on trending events or time-sensitive advice don’t meet these qualifications. Ask yourself, “Will this article still be relevant years from now, without any changes?”<br />
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Look at how many views<a href="https://www.getitc.com/blog/marketing/2012/08/14/7-tips-for-marketing-an-insurance-agency-online-on-a-limited-budget#.V7cZkPkrKUl"> this ITC blog</a> article received in the past month. It’s <em>four </em>years old.<br />
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<img src="/images/blog/DylanBrooksBlogs/EvergeenGoogleAnalytics.jpg" alt="google analytics screenshot" style="vertical-align: middle; margin: 5px;" /><br />
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But, evergreen blogging can bring you more than a stream of readers. It can help establish your agency as an insurance authority. And, it can improve your search visibility. <br />
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These benefits can help boost your bottom line.<br />
<br />
<h2>“But Insurance is Always Changing…”</h2>
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Few industries are as volatile as the insurance industry. Policies expire. Rates fluctuate. Even lines of coverage are seasonal in nature. <br />
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It can be difficult to find topics that will stand up for three <em>months</em>, let alone three years. So, it’s important to think outside the box when you prepare to blog.<br />
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Here are a few examples of evergreen insurance blog topics:<br />
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<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span>How to Perform a Home Inventory<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Boating Safety Tips That Can Save Lives and Money<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>What You Need to Know About Vehicle Replacement<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>How Filing Multiple Claims Can Hurt Your Premium</blockquote>
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Much like Master Yoda, these topics are timeless and educational. <br />
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These topics will remain relevant in all seasons. They will not only rank in the search engines, but they’ll also bring in a steady stream of traffic for years. <br />
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Evergreen blogs are the gift that keeps on giving.<br />
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<h2>How to Create Enduring Evergreen Blog Content</h2>
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Now you know how evergreen blog articles can attract consumers over the long haul. But how can you add evergreen blogging into your content strategy?<br />
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<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><strong>
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Rebuild Your Content Strategy Around Answers</strong><br />
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A tall Douglas Fir has well-established roots in the earth. Likewise, the roots of your evergreen blogs should be in an <a href="https://www.getitc.com/blog/marketing/2015/12/16/be-the-answer-navigating-your-insurance-agency-website-through-a-machine-driven-search-landscape#.V7caH_krKUl">answer-based content strategy</a>. <br />
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In the age of the empowered consumer, an agent’s success is the ability to provide solutions.<br />
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<strong>
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Look for Long-Tail Keyword Topics</strong><br />
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Once you’ve committed to providing answers, it’s time to look for questions. <br />
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Find out what consumers are asking. This can be about the services you offer and the people and items they protect. <br />
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Poll your staff to see which questions come up most often. Or, search online forums like <a target="blank" href="https://answers.yahoo.com/">Yahoo Answers</a> or <a target="blank" href="https://www.quora.com/">Quora</a>. <br />
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<strong>
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Segment Your Topic List</strong><br />
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Topics or questions that are time-sensitive or trendy should go to a different list. Use them later in a non-evergreen blog post. <br />
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Time-sensitive blogs can also be valuable for your blogging strategy. Everything that’s left over will be your evergreen blogging list. <br />
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<strong>
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Research</strong><br />
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Now you have your evergreen blog topics. Research them. <br />
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You want your evergreen blog articles to be <a target="blank" href="https://moz.com/blog/how-to-create-10x-content-whiteboard-friday">10x content</a>. That is, 10 times better than similar articles on the topic. That will help maintain high rankings and drive long-term traffic. <br />
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Link to the sources you researched for the article. This citation will help boost your post’s credibility.<br />
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<strong>
5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Use Numbers Wisely</strong><br />
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Adding statistics to your blog post can earn the trust of your readers. <br />
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If you want your article to be relevant for the long-haul, avoid quoting any data with a limited shelf life. This includes any year-over-year numbers data from annual surveys. <br />
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Statistics with relative numbers are more likely to help your blog stand the test of time. A great example is the statistic from earlier about achieving 13x greater ROI.<br />
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<strong>
6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Promote and Re-Promote</strong><br />
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As with any blog article you write, promotion through social media is key. <br />
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Evergreen blogs are also easy to re-promote, since they remain relevant for years on end. <br />
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Plan on sharing your evergreen articles on social media every few months. Be sure to switch up the messaging each time you re-promote the post.<br />
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<strong>
7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Analyze and Re-Iterate</strong><br />
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Evergreen blog articles can bring you traffic and long-tail keyword rankings month after month. <br />
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But, you won’t know how these articles impact your agency’s growth if you don’t check. <br />
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Take a look at the landing pages report of your website’s Google Analytics account each month. Check which blogs show up, and how many views they received. <br />
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If certain blogs are on that report each month, try writing similar types of articles. Drive even more traffic to your website.</blockquote>
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<br />
Evergreen blogging takes some initial effort to create. But, the returns will far outweigh the time you put into them. <br />
<span class="Apple-tab-span" style="white-space: pre;"> </span><br />
<em>
Have you had success with evergreen blogging for your insurance website? Let us know in the comments.<br />
</em>
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</div>urn:uuid:1005This is the Way: Tonya Pierron from ABC Insurance - Agency Rating BlogABC Insurance Production Manager Tonya Pierron is enthusiastic about helping others and loves how the industry isn’t boring. This is the way Tonya works.2016-08-23T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/ThisistheWay/TonyaPierron/This-is-the-Way.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" alt="This is the Way: Tonya Pierron from ABC Insurance" /><br />
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As a kid Tonya Pierron spent her summers either hanging out with her father down the bayou on the seafood dock or with her mom in town at the medical supply store. A desire to be in sales developed from the time she spent observing them.<br />
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In 1998, Tonya was working at an oilfield company and was bored. She knew she needed a career that would cultivate her sales drive and ambition. She wanted something that was more than an hourly or salary pay. She wanted to earn a commission. <br />
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So Tonya went to work at a State Farm agency and maxed out the agent commission scale within a year. After a few years, she got bored there too and eventually found her way to the independent agent side of insurance.<br />
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A friend of Tonya’s gave her phone number to ABC Insurance owner Blue Bunol in 2003. He recruited her to run the ABC Insurance office in Houma, Louisiana. She started as the only employee but has helped it grow to two offices and five employees. <br />
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Thirteen years after joining ABC, Tonya is still not bored and loves that there is never a dull moment. I talked with Tonya about her start in the industry and more. This is how Tonya Pierron works.<br />
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<><><><br />
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<strong>Location:</strong><br />
<br />
Bayou Country! Houma, Louisiana<br />
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<strong>Current gig:</strong><br />
<br />
Production manager at ABC Insurance Agencies<br />
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<strong>One word that describes how you like to work.</strong><br />
<br />
#enthusiastically<br />
<strong><br />
Current mobile device:</strong><br />
<br />
iPhone 6s<br />
<strong><br />
Current computer: </strong><br />
<br />
Dell Optiplex with dual monitors<br />
<strong><br />
What is it you like about the insurance industry? </strong><br />
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Every day it is a new day. No two customers are alike. There is never a dull moment. <br />
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<strong>Project(s) you’re currently working on:</strong><br />
<br />
Sales Academy for our call center sales agents.<br />
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<strong>Accomplishments you’re proud of:</strong><br />
<br />
I am ecstatic about passing the Louisiana notary public exam. The pass rate for the exam is only 14 percent. It was challenging but oh so worth it! <br />
<br />
<strong>What are your goals for the next 12 months? </strong><br />
<br />
ABC Insurance Agencies offers DMV Services at a few of our locations. I look forward to implementing sales techniques to grow that line of business as we expand these services to other offices.<br />
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<img src="/images/blog/ThisistheWay/TonyaPierron/Beau.jpg" style="width: 500px; height: 500px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Tonya Pierron and her dog Beau" /><br />
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<strong>What technology, apps or tools can’t you live without? </strong><br />
<br />
My wireless headset at work! I talk to customers all day long on the telephone! My FitBit and Spotify!<br />
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<strong>Describe your workspace. </strong><br />
<br />
Cozy! I spend a lot of time at the office, it’s homey! I do have some pieces of furniture I had redone in my office.<br />
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<strong>What are your biggest professional challenges? </strong><br />
<br />
Louisiana auto insurance is expensive. It is a daily challenge to stay upbeat (instead of feeling beat up) when you are constantly overcoming customer objections. I just keep reminding myself that everyone has a story, and you never know what obstacles they are facing, so just do the best at helping them obtain insurance that fits their needs and is affordable.<br />
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<strong>What motivates you? </strong><br />
<br />
Being a blessing to others motivates me! <br />
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<strong>How do you manage your to-do list? </strong><br />
<br />
Give me a pen and paper daily journal, and I’m good to go. Every now and then I set a reminder on my phone, but not often.<br />
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<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
Consistency is key! Create a workflow that requires the least amount of follow up work as possible, allowing you to focus on making the next sale.<br />
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<strong>What is your best everyday habit? </strong><br />
<br />
Wake up early enough to sit back and enjoy my coffee without being plugged into the internet or television! And don’t leave the house without eyeliner and mascara on, no matter how you feel!<br />
<strong><br />
What do you listen to while working? </strong><br />
<br />
When I’m not listening to a customer, I prefer to listen to nothing. When there is a moment of silence, I absorb ever bit of it. Most of the time I hear Cajun zydeco in the background; my coworker always has some music playing!! <br />
<strong><br />
What are you currently reading? </strong><br />
<br />
“Girls with Swords” by Lisa Bevere and “Bridge to Haven” by Francine Rivers<br />
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<img src="/images/blog/ThisistheWay/TonyaPierron/abc.jpg" style="width: 500px; height: 500px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Tonya Pierron painting" /><br />
<strong><br />
What’s your favorite blog and/or podcast ? </strong><br />
<br />
I honestly don’t have any. I prefer to listen to music and read books or daily devotionals.<br />
<br />
<strong>How do you decompress? <br />
</strong><br />
After being inside the office all day, patio therapy is essential to my overall wellbeing! No phones, no texts or social media! Just wind chimes and water fountains to soothe my soul. Gardening and painting furniture has been a hobby lately.<br />
<strong><br />
What are you watching on Netflix right now? </strong><br />
<br />
I rarely watch television, but when I do, it’s a romantic comedy. <br />
<br />
<strong>What gets you out of bed in the morning? </strong><br />
<br />
Beau, my dog! He thinks he’s my boss, and he lets me know when it’s time to wake up.<br />
<strong><br />
Do you hit the ground running in the morning or does it take you some time to wake up and get in the groove?</strong><br />
<br />
I’m not a morning person at all. The most essential kitchen gadget I own is my Keurig! Mornings would not be nice without it.<br />
<strong><br />
Who are your business idols and why? </strong> <br />
<br />
My mom. She just so happy about going to work each day. <br />
<strong><br />
What’s the best advice you’ve ever received? </strong><br />
<br />
No one is going to take care of YOU the way YOU are gonna do! So do it WELL! That was from my Mom.<br />
<br />
<strong>What is your motto or personal mantra? </strong><br />
<br />
When in doubt, don’t. <br />
<strong><br />
What would you be doing if you weren’t working in the insurance industry? </strong><br />
<br />
I would love to be able to work at a Christian non-profit organization helping others.<br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> post? </strong><br />
<br />
Blue Bunol, general manager at ABC Insurance Agencies.<br />
<br />
<em>The <a href="https://www.getitc.com/blog/tag/this_is_the_way/">This is the Way</a> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://www.twitter.com/instechcorp" target="_blank">Tweet us</a> or leave it in the comments below.</em>urn:uuid:1004Join ITC at the Largest P&C Conference in the West - ITC VideosJoin insurance agency software vendor ITC at the American Agents Alliance Convention & Expo next month!2016-08-22T10:00:00Z2024-03-19T05:52:04Z<img alt="" style="display: none;" src="/images/blog/oas/laird-rixford-alliance-thumb.jpg" /> <iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/179816039?color=ff9933&autoplay=1"><noframes><img alt="" src="/images/blog/oas/laird-rixford-alliance-thumb.jpg"></noframes></iframe>
<br />
<br />
ITC will be at the <a target="_blank" href="https://agentsalliance.com/convention/">2016 American Agents Alliance Convention & Expo</a> at the JW Marriot Desert Springs Resort & Spa on September 22-25. You can find us in booth 301 during trade show hours, or in Directors Suite II teaching CE and workshops on marketing, rating and more, or at the various hospitality receptions. Join us!urn:uuid:10026 Things Your Logo Should Say About You (And If It Doesn’t, How to Correct It!) - Agency Marketing BlogIs your logo saying what needs to be said about your insurance agency? 2016-08-22T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/TinoIzuoraBlogs/6ThingsImage.jpg" alt="6 things your logo should say about you" style="width: 300px; height: 300px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />A logo is an introduction to your agency. It’s the first thing a consumer sees. At a glance it should convey the ideas and attitude you want associated with your agency. <br />
<br />
It’s a good idea to <a href="https://www.getitc.com/blog/marketing/2014/10/22/think-hiring-a-pro-is-expensive-hire-an-amateur#.V7YPdvkrKUk">seek out a professional</a> to produce your agency’s logo.* A professional will have experience and knowledge you can benefit from.<br />
<br />
The process of getting a new logo is more involved than paying someone to create it. Consider your logo an extension of yourself. It’s important to know what your logo says (or should say) about you. <br />
<br />
Look at your insurance agency logo right now. Does it convey the following?<br />
<br />
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>I’m a professional.<br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>I take my business seriously.<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>I have a clear idea of who I am and <a href="https://www.getitc.com/blog/marketing/2016/05/16/the-secrets-of-branding#.V7YPmPkrKUk">what my brand is</a>.<br />
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>I have extensive knowledge of the audience I’m trying to reach.<br />
5.<span class="Apple-tab-span" style="white-space: pre;"> </span>I’m on top of current trends.<br />
6.<span class="Apple-tab-span" style="white-space: pre;"> </span>I’m different from other insurance options.<br />
<br />
If you find your logo lacking one or more of these things, don’t fret. There are some simple tricks to create a logo that receives an A+ in all the above categories.<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>Simplicity<br />
</strong>Successful logos are simple. Think of companies like McDonalds, Nike and Coca-Cola. They have refined logos that are aesthetically pleasing to the eye. They are easy to digest at first glance as there’s not too much going on.<br />
<br />
Simple logos are also easy to remember. I bet you could draw a McDonalds logos from memory with accuracy. A memorable logo is an effective one. <br />
<br />
If your logo has too much going on, simplify it. Remove a color or design element one at a time. See how simple you can go without losing the main idea. <br />
<strong><br />
Consistent Branding</strong><br />
<br />
Now your logo is simple, it’s time to share it with the rest of the world. <br />
<br />
This is where the second most important attribute for a logo comes into play: <a href="https://www.getitc.com/blog/tag/branding/">consistent branding</a>. <br />
<br />
You need a strong enough logo to encompass everything your company does. Your logo should fit all your products, not just a few. <br />
<br />
If your company has several distinct logos for different products, either eliminate them or redesign them too. They should all be complementary and consistent. <br />
<br />
Look at all your products and how they work together.<br />
<br />
Apple has over 50 distinct products, all held together by a simple apple logo.<br />
<br />
<strong>Second Opinion </strong><br />
<br />
Sometimes in life it’s vital to get a second opinion. If not, you could be setting yourself up for a harsh and humbling experience. <br />
<br />
To avoid this, do market research. Ask for feedback from people who have no stake in your agency. <br />
<br />
These folks can give genuine input about your logo. You can find out if your logo is saying everything you want it to say. </blockquote><br />
<br />
Have you redesigned your logo recently? Leave a comment below, and tell us what you learned from the process.<br />
<br />
<em>* <a href="https://www.getitc.com/solutions/agency-marketing/logo-design/">Logo design</a> is one of the services we offer. We strive to create a memorable logo that will inspire consumers to learn more about your brand. Let us know if you need help with your agency logo.</em><br />
<div><br />
</div>urn:uuid:1001Masters of Marketing - Keeping Up With the Carriers: How Your Website Can Compete - Agency Marketing BlogWhile it's difficult to compete online with the big name insurance carriers, your agency can still do a few things to compete aesthetically. 2016-08-18T12:46:00Z2024-03-19T05:52:04ZIn August's Masters of Marketing, Matt Farrell, Website Coordinator, talked about how insurance agents can compete online with big name carriers. <br />
<br />
If you missed the presentation, <a href="https://attendee.gotowebinar.com/recording/8097172340051892747" target="_blank">click here to view a recording</a>. You can also view the slides below.
<br />
<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/key/h5C0vb9QF1e1HM" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
<div style="margin-bottom: 5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/keeping-up-with-the-carriers-how-your-website-can-compete" title="Keeping Up With the Carriers: How Your Website Can Compete" target="_blank">Keeping Up With the Carriers: How Your Website Can Compete</a> </strong> from <a target="_blank" href="//www.slideshare.net/InsTechCorp" style="font-weight: bold;">Insurance Technologies Corporation (ITC)</a><br />
<br />
<a href="https://www.getitc.com/solutions/agency-marketing/webinar/">Join us next time</a> on Thursday, September 15th at 12 p.m. CT. AgencyBuzz Coordinator Malika James will cover the topic <em>Appearance is Everything: Using Effective Email Design to Win Over Your Contacts. </em><br />
</div>urn:uuid:9985 Agency Marketing Lessons You Can Learn From Watching Elite Athletes - Agency Marketing BlogFive agency marketing lessons you can learn from Olympic and other elite athletes.2016-08-17T09:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 165px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="swimmer diving into water" src="/images/blog/BeckySchroederBlogs/Swimmer.jpg" />In the evenings after work and on weekends this week, you’ll find me glued to my television. It’s the same scenario in August every four years. <br />
<br />
I love to watch the Olympics. I love watching these athletes who have worked so hard for so long see their dreams come true. It is inspiring to witness their stories and the history they make during the competition.<br />
<br />
Elite athletes like the ones competing in Rio the past two weeks can teach us a lot, and not just about sports. Their discipline, passion and commitment for their sports can apply to agency marketing. <br />
<br />
Here are the top five agency marketing lessons you can learn from the world’s best athletes. <br />
<br />
<h2>Goals Are Important</h2>
<br />
Whether it’s a medal or a championship or personal best time, athletes set goals for themselves. Achieving a goal is how they know they’ve been successful. <br />
<br />
Without a goal your marketing is operating without a target. No clear plan. No clear definition of what success looks like. <br />
<br />
What would marketing success look like for your agency? Would it be an email campaign that gets 10 leads? Would it be a drip campaign that improves your closing ratio 10 percent? Would it be 25 quote requests a month on your <a href="https://www.getitc.com/!/insurance-agency-website"><strong>insurance agency website</strong></a>?<br />
<br />
You don’t have to wait until the New Year to set goals. Set some for the next week or month. The important thing about goals is that you make them specific and measurable. That way you know without a doubt when you’ve achieved them.<br />
<br />
<h2>Training Pays Off<br />
<br />
</h2>
What the most elite athletes know is that practice is critical to achieving goals. The only way to improve and get a faster time or a better score is to practice, practice, practice. <br />
<br />
I don’t know a single athlete who won championships or set world records in their first game or race. They accomplish these feats by training for them. It is their dedication to improving and a focus on their goals that gets them there.<br />
<br />
The only way to get better at email marketing is to do it. The only way to get better at SEO is to do it. The only way to get better at blogging is to do it. The only way to get better at social media is to do it.<br />
<br />
Notice a pattern?<br />
<br />
Improving your agency marketing doesn’t come from wishing. It comes from doing.<br />
<br />
<h2>Competition is Motivating<br />
<br />
</h2>
Athletes live to compete. It doesn’t matter the sport. The competition fuels them. It lights a fire in them. Another person or another team to beat is what motivates them.<br />
<br />
There is no shortage of competition in the insurance industry. And it’s not just captives, direct writers and other independent agencies. There are also the startups who see opportunity in insurtech solutions.<br />
<br />
<a href="https://www.getitc.com/blog/rating/2016/02/16/some-say-google-is-the-threat-here-is-why-theyre-wrong#.V7HcefkrKUk">This competition is not a bad thing.</a> It’s good.<br />
<br />
Competition can help you push your limits. It can motivate you to improve even more than you think is possible.<br />
<br />
<h2>Feedback Can Make You Better<br />
<br />
</h2>
Elite athletes know they’re not going to win every time. It’s disappointing to lose, but they don’t let it stop them. <br />
<br />
They use those moments to learn how they can get better. But they’re also learning when they win. They look at every game or race for feedback on where they can improve.<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2014/07/09/3-worthless-agency-marketing-metrics#.V7HcofkrKUk">Measuring your marketing activity</a> is critical if you want to succeed. It is the only way you’ll know what is working and what isn’t.<br />
<br />
What should you measure? Everything. But here’s a short list to get you started.<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
Insurance Websites – Unique visitors, traffic sources, conversion rate, time spent on your website, bounce rate.<br />
<br />
Email Marketing – Click-through rate, conversion rate.<br />
<br />
Social Media – Comments, post likes, post shares, mentions, retweets.<br />
<br />
Other things you need to track – Lead sources, <a href="https://www.getitc.com/blog/marketing/2013/02/20/how-retention-rate-is-misleading-your-agency#.V7HczvkrKUk">retention rate</a> by acquisition period, time as customer, quote follow ups, <a href="https://www.getitc.com/blog/rating/2016/03/22/how-successful-insurance-agencies-apply-em2c#.V7Hc4fkrKUk">agency performance</a>. </blockquote><br />
Remember… You can’t improve what you don’t measure. <br />
<h2>Improvement is Ongoing<br />
<br />
</h2>
Once athletes achieve one goal, they make another. They don’t stop reaching. They don’t stop trying to improve.<br />
<br />
Athletes understand if they want a chance at repeated success, they can’t be complacent. They have to set a new goal every time they reach one.<br />
<br />
This drive to never stop improving also applies to your agency marketing. I don’t mean don’t celebrate your successes. You absolutely should.<br />
<br />
But, when you achieve a goal, aim higher the next time.<br />
<br />
<br />
What athletes accomplish is inspiring. Let their dedication to excellence and commitment to training motivate you to become a better marketer.<br />
<br />
<em>
Which athlete inspires you and why? Tell us in the comments.</em><br />
<div><br />
</div>urn:uuid:999Are You Fully Using the Insurance Agency Software You Have? - Agency Management BlogBefore jumping on a new technology, reevaluate if you are using your current technology to the fullest potential. 2016-08-16T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/BeckySchroederBlogs/technology-in-hand.jpg" alt="mobile phone in hand" style="width: 300px; height: 212px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />It is tempting to blame what’s not working on not having the right technology. <br />
<br />
If you could just find the right <strong><a href="https://www.getitc.com/!/comparative-rater">comparative rater</a>,</strong> productivity would improve. If you had the perfect agency management system, you’d retain more clients. If you had the right insurance website design, you’d have more leads.<br />
<br />
Are you using the <a href="https://www.getitc.com/blog/management/2015/12/15/are-you-using-the-right-technology#.V7HncfkrKUk">right technology</a> for your agency? Before you kick your current software to the curb, take a hard look at your current software.<br />
<br />
Are you using your current insurance rating system to its fullest potential? Are you taking advantage of everything available to you in your agency management system? Are you doing everything with your insurance agency website you can to attract traffic?<br />
<br />
The insurance agency software you’re already using may fill your needs. You just might not know it if you’re not fully using what you already have.<br />
<br />
We have many conversations with agents about their insurance agency software. Here are the most common technology features or capabilities we see agents not using.<br />
<br />
<h2>Agency Management Systems</h2>
<em>
Commission Reconciliation</em><br />
Is your management system calculating the commissions carriers owe you for every policy you write? You can reconcile the statement with what carriers are sweeping from your trust account. Plus, it’ll help you determine whether your producers are entering the correct amounts. <br />
<br />
<em>
Mobile Access </em><br />
Some agency management systems offer mobile access as a premium feature. If you’re paying for it, make sure your producers are using it. If they’re not, find out why. Maybe they need it but forget about that option. Maybe they don’t. Either way, you need to find out.<br />
<br />
<em>
Reports </em><br />
Are you reviewing your agency’s performance? What about producer performance? If you’re not looking at your reporting weekly, you’re missing an opportunity. Because you can’t improve what you don’t measure. <br />
<br />
Do you look for opportunities to round out accounts? Cross-sell reports are critical for this task. They help you identify sales opportunities with people who only have one policy with you. Remember, you have a greater chance of closing these sales than trying to attract a prospect who is not familiar with you. <br />
<br />
<h2>Comparative Raters</h2>
<em>
Reporting</em><br />
Like with agency management systems, there should be reporting capabilities in your rater. Find out the number of quotes your agency is doing by producer, location, line of business, company, and lead source. Plus, so much more. Checking your reports weekly keeps you on top of what’s happening in your agency. <br />
<br />
<em>
Lead Sources</em><br />
There is a field in your rater for lead source for every policy you quote. Use it. <br />
<br />
When you are inconsistent with this data, you can’t know for sure which marketing is working. Consistency in your lead sources is critical to your marketing which can mean more sales. Hold your producers accountable to filling in this field 100 percent of the time.<br />
<br />
<em>
Follow Up</em><br />
It’s easy to let following up on every quote slip when there are so many other things to do. Don’t. <br />
You’ll find that following up with every prospect can improve your close ratio. Even if it’s just twice for each quote.<br />
<br />
Create follow up reminders on every quote so you don’t forget. Even better if your comparative rater integrates with an agency marketing system. An <a href="https://www.getitc.com/products/automated-agency-marketing/default.aspx">agency marketing system</a> can do automatic follow up on every quote you make. <br />
<br />
<br />
<h2>Websites</h2>
<em>
Content</em><br />
So many insurance agency websites I look at have default content on the home page. Some even have a blank <em>About Us</em> page. <br />
<br />
Why should you update your website content? Well, <a href="https://www.getitc.com/videos/2016/06/07/why-youre-not-on-the-first-page-of-google#.V7HoVfkrKUk">search engines</a> for one. They reward websites with unique content. Especially you update it often. <br />
<br />
The other big reason? Your <a href="https://www.getitc.com/blog/marketing/2016/02/10/3-reasons-insurance-website-content-doesnt-matter#.V7HoZfkrKUk">clients and prospects</a>. <br />
<br />
Would canned content that says nothing about what makes your agency special impress prospects? I promise it won’t. <br />
<br />
Will clients feel reassured that your agency is the best choice if they can’t learn about you on your About Us page? Probably not.<br />
<br />
<em>
Blogging</em><br />
<a href="https://www.getitc.com/blog/marketing/2016/07/20/75-blogging-lessons-from-750-blog-posts#.V7HogPkrKUk">Blogging is the best thing</a> you can do for your website. Search engines like it. If your blog has helpful information, consumers like it.<br />
<br />
It is hard work to blog. You need to be consistent and provide good information people will find valuable. But, when you do it right and you do it consistently, <a href="https://www.getitc.com/blog/marketing/2016/06/22/the-cost-of-insurance-website-traffic#.V7HojvkrKUk">it’s worth it</a>.<br />
<br />
<h2>Marketing Automation</h2>
<br />
Most agents aren’t using marketing automation at all. Here’s <a href="https://www.getitc.com/blog/management/2016/02/16/6-signs-youre-ready-to-automate-your-agency-marketing#.V7Hos_krKUk">how you know</a> if you’re ready to start.<br />
<br />
<br />
Before you make a switch in insurance agency software, look at what you’re currently using. Make sure you’re using everything you can in the system you’re already paying for.<br />
<br />
<br />
<em>
<a href="https://www.getitc.com/blog/tag/modern_agency/">The Modern Agency </a>is a monthly blog series in which we discuss various topics related to the success and growth of independent insurance agencies in the modern market.</em><br />
<div></div>urn:uuid:997When You Don't Want to Write: Creating Content that Matters - Agency Marketing BlogWhen writer’s block keeps you from updating the content of your insurance website, use these tips to shake it.2016-08-15T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/KirstenThortonBlogs/Head-down.jpg" alt="man rubbing eyes" style="width: 300px; height: 201px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Let me start with your daily reminder: content is important. Especially if you want your <a href="https://www.getitc.com/!/insurance-website"><strong>insurance website</strong></a> to succeed. <br />
<br />
Everyone can’t be a journalism major. If you’re years removed from having to write term papers, writing might seem intimidating.<br />
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There are plenty of blog posts that offer you <a href="https://www.getitc.com/blog/tag/10%20ideas/">content ideas</a> and tips for writing. There’s also no shortage of blogs reminding you how important content changes are. <br />
<br />
Buckle down and get some content changes done every once in a while. Here are a few pointers to help you shake the writer’s block.<br />
<br />
<h2>Try to have fun with it.</h2>
<br />
You don’t always have to take yourself or your content so seriously. <br />
<br />
There’s always room for <a href="https://www.getitc.com/blog/marketing/2016/07/13/why-insurance-companies-use-animals-in-their-marketing#.V63PQvkrKUl">a light-hearted piece of content</a>. Visitors will find it refreshing. And, it might expose a different side of you or your agency that sets you apart from the competition.<br />
<br />
<h2>Think of it analytically.</h2>
<br />
There’s always an ideal blog length based on statistical averages. That number seems to be increasing with time. Just last year, the ideal word count for a blog was around 1,500. This year, it’s more like 2,500. <br />
<br />
Today many would assume people move too fast and want content that is to the point. But, in-depth content continues to perform better in search engines. Experiment with what works best for you and what has the most traction with your audience.<br />
<br />
<h2>Make the time or pay the price.</h2>
<br />
The moment you stop finding time to focus on content, your competitor reaps the benefits. See what content your competitors are sharing and re-purpose it. Or, better yet, improve upon it. <br />
<br />
<h2>Do what you can with what you’ve got.</h2>
<br />
If you’re stuck on what to write about, don’t be afraid to revisit older topics. Trends change, so a topic you wrote about a year ago might be in need of an update. <br />
<br />
<h2>Bring someone else into the mix.</h2>
<br />
As a cardinal rule, you should never rely on just yourself to edit your work. You should have someone else doing the final edits on your content. A second set of eyes can catch mistakes or gaps you didn’t. <br />
<br />
You can also ask that person for ideas. This might also open your eyes to what a typical audience wants to read about.<br />
<br />
<br />
With dedication, you can create content for your insurance website that draws in new visitors. Best of all, you can keep them coming back.<br />
<div><br />
</div>urn:uuid:994ACORD Forms Update (July 2016) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in July 2016.2016-08-11T09:00:00Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<br />
<h2 class="subtitle">Forms with New Revision Dates</h2>
<br />
80 2016/11 replaces 2016/03 - Homeowner Application (for use on or after 11/1/2016)<br />
<br />
84 2016/11 replaces 2016/03 - Dwelling Fire Application (for use on or after 11/1/2016)<br />
<br />
85 2016/11 replaces 2016/03 - Mobile Home Application (for use on or after 11/1/2016)<br />
<br />
89 2016/11 replaces 2016/03 - Residential Section (for use on or after 11/1/2016)<br />
<br />
51 NV 2016/07 replaces 2016/01 - Nevada Temporary Insurance Identification Card<br />
<br />
52 NV 2016/07 replaces 2016/01 - Nevada Permanent Insurance Identification Card<br />
<br />
53 NV 2016/07 replaces 2016/01 - Nevada Temporary Insurance Identification Card Evidence of Operator's Policy of Insurance<br />
<br />
54 NV 2016/07 replaces 2016/01 - Nevada Permanent Insurance Identification Card Evidence of Operator's Policy of Insurance<br />
<br />
854 CA 2016/08 replaces 2016/01 - California FAIR Plan Property Insurance, Application for Dwelling Insurance<br />
<br />
855 CA 2016/08 replaces 2015/01 - California FAIR Plan Property Insurance, Application for Commercial Insurance<br />
<br />
856 CA 2016/08 replaces 2016/01 - California FAIR Plan Property Application for Businessowners (BOP) Insuranceurn:uuid:9926 Things the Worst Insurance Agency Websites Have in Common - Agency Marketing BlogThe worst insurance agency websites make one or more of these six common mistakes. 2016-08-10T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/StephanieEwenBlogs/Old-computer.jpg" alt="old desktop computer" style="width: 300px; height: 300px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px; border-width: 1px; border-style: solid;" />We have seen a lot of <a href="https://www.getitc.com/!/insurance-agency-website">insurance agency websites </a>over the years. After looking at so many websites, we can identify elements the worst sites have in common. <br />
<br />
If your agency has a website, consider this list. Make sure your website doesn’t fall into the worst of category.<br />
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Outdated Design </strong><br />
<br />
Once, in a galaxy far, far away, it was acceptable to have a sparse website. A company logo, address, phone number and not much else was standard for a website. <br />
<br />
Websites were more of an online business card than a lead generation tool.<br />
<br />
Now, <a href="https://www.getitc.com/blog/marketing/2016/01/06/8-insurance-website-design-trends-to-watch-in-2016#.V6SxB_krKUk">website design</a> has come a long way, and consumers expect a lot more. An insurance agency website needs to look professional, be functional, and easy to use. <br />
<br />
Think about your favorite websites. What is it you like about the way they look? <br />
<br />
<strong>Tip:</strong> Lack of branding is an issue we see on so many websites. Make your logo prominent throughout your website, at least in your header and footer.<br />
<br />
<strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>No Blog </strong><br />
<br />
Does your insurance agency website <a href="https://www.getitc.com/blog/tag/blogging/">have a blog</a>? Are you actively publishing unique blog posts? <br />
<br />
We get it. It is hard to stare at a blank screen not sure <a href="https://www.getitc.com/blog/tag/10%20ideas/">what to write about</a>. But, this is another thing we see missing from some of the worst websites. <br />
<br />
There are a great number of <a href="https://www.getitc.com/blog/marketing/2016/06/06/10-places-to-get-content-ideas-for-your-blog#.V6SxTvkrKUl">sources of inspiration for blog content</a>. Just keep your eyes open, and you can find a lot to write about. <br />
<br />
Why should you blog? It makes your website a resource for customers, and they’ll keep coming back to your website. <br />
<br />
Blogging also helps your SEO. Every blog post has the opportunity to appear in search results like any page on your website. <br />
<br />
<strong>Tip:</strong> Promote your blogs in social media and email. They are a great way to drive traffic to your website. You can also repurpose blog content for newsletters or social posts. <br />
<br />
<strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Unreadable Office Location Information </strong><br />
<br />
We see a lot of insurance agency websites with their office address and phone number as an image, not text. List your office address and phone number in text, not an image. <br />
<br />
Why?<br />
<br />
Search engines can read text and know where your office is. When search engines know where your office is, they can display your website in relevant local search results.<br />
<br />
Plus, it is easier to edit as you don’t need a designer to change it.<br />
<br />
<strong>Tip:</strong> Put your office location in a visible place on your website, like the header or footer. <br />
<br />
<strong>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Blank About Us Page <br />
</strong><br />
Today’s consumers are apt to research online before they buy. A sparse or blank About Us page diminishes trust and confidence in your agency. <br />
<br />
Your agency has some history; share it! You have experience; share it! People really do want to know about you.<br />
<br />
<strong>Tip:</strong> Highlight your employees with a headshot and short bio for an extra personal touch.<br />
<br />
<strong>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Not Updating Default Content </strong><br />
<br />
Most insurance agency websites come with some default content to get you started. But, some of the worst websites don’t do anything with or beyond that default content. <br />
<br />
Read through your website content. Does it sell your agency? Does it provide a visitor with enough information to prepare them to buy a policy from you? <br />
<br />
If not, you have some work to do. <br />
<br />
<strong>Tip:</strong> <a href="https://www.getitc.com/blog/marketing/2014/10/24/4-tips-for-writing-clear-content-for-your-insurance-website">Don’t write your content</a> for an insurance professional. Write your content for the consumer who knows little about what they may need.<br />
<strong><br />
6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Poor Navigation Structure</strong> <br />
<br />
This one is a pet peeve of mine. If I come to a website and I can’t easily navigate to the majority of their content, I leave. My behavior isn’t any different than other searchers. <br />
<br />
Consumers need instant gratification. Make it clean and clear. Have one drop down menu for the types of insurance you offer. <a href="https://www.getitc.com/blog/management/2016/07/19/why-you-need-to-make-it-easy-for-consumers#.V6SxjvkrKUk">Make contacting you easy</a>. <br />
<br />
<strong>Tip: </strong>All in all, don’t make us work too hard or click too many times.</blockquote><br />
<br />
If your insurance agency website falls into the worst website category, consider upgrading the design. (We’re always adding <a href="https://www.getitc.com/products/websites/order/">fresh new website designs</a>.) <br />
<br />
Or, just give it a little love. A little love for your website will go a long way. <br />
<div><br />
</div>urn:uuid:995This is the Way: Stuart Ganis from Ganis Consulting - Agency Rating BlogStuart Ganis went from producer to agency owner to consulting over 25 years. Learn more about Stuart and how he works.2016-08-09T13:48:27Z2024-03-19T05:52:04Z<img src="/images/blog/ThisistheWay/StuartGanis/Stuart-Ganis.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" alt="This is the Way: Stuart Ganis" /><br />
<br />
Stuart Ganis was handing out health club guest passes in a parking lot in 1989 trying to get prospects when he walked by an insurance agency. He was curious what they did because their phones were ringing constantly. So Stuart went in to ask and realized that they weren’t cold calling. The leads came to them, and agents would quote more than 20 new prospects per day and wrote a lot of business. Two days later, he had a job at an insurance office as a producer.<br />
<br />
In 1997, Stuart went to work for AIS in southern California and met his wife Mary. They started an agency together in March 2000 in a 700 square foot office. Within 18 months they occupied 7,000 square feet and employed 30 people. They sold the agency in December 2005 with more than $20 million in premium on the books. <br />
<br />
Stuart launched <a target="_blank" href="http://www.ganisco.com/">Ganis Consulting</a> in 2006. He has worked with more than 700 agencies to review their sales and customer service processes, marketing strategy, people, retention, cross-selling efforts, tracking, culture, and seller representation for agency owners looking to sell.<br />
<br />
I talked with Stuart about his more than 25 years in the industry and about starting another agency in 2012. This is the way Stuart Ganis works.<br />
<br />
<><><><br />
<strong><br />
Location:<br />
</strong><br />
I live in Redondo Beach and have been there for 15 years. Been a South Bay resident since 1997. <br />
<br />
<strong>Current gig:</strong><br />
<br />
My wife and I own an agency, and I also consult the industry in sales, marketing, and M&A advisory. <br />
<strong><br />
One word that describes how you like to work.</strong><br />
<br />
FUN<br />
<br />
<strong>Current mobile device:</strong><br />
<br />
iPhone 6 Plus<br />
<br />
<strong>Current computer:</strong><br />
<br />
MacBook Pro for consulting and personal use; a Lenovo for insurance.<br />
<br />
<strong>What is it you like about the industry?<br />
</strong><br />
I’ve always loved the fact that you never stop learning. There hasn’t been a day in 25+ years that I haven’t learned something new. There are so many avenues you can take in the industry, and it’s always changing, which I love. It’s a great feeling when you help someone protect their assets and are one of the first ones they call when there’s a loss of any kind. And the money isn’t bad either.<br />
<br />
<strong>Project(s) you’re currently working on:</strong><br />
<br />
Growing a company, developing processes, making sure we maximize all the tools we have. Hiring the right people. The same thing most readers are doing. <br />
<strong><br />
Accomplishments you’re proud of:</strong><br />
<br />
My kids.<br />
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
To be as cool as Laird Rixford, although I may need more time. The next 12 months we’re trying to develop leaders in our agency that can help us take business to the next level. Make sure our clients are raving fans and are served better than they ever imagined possible. Personally: to be the best husband and father possible.<br />
<br />
<strong>What technology, apps or tools can’t you live without?</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>Tech: I’m not a windows fan so Mac.</li>
<br />
<li>Apps: Things by Cultured Code is a great app for getting things done but is MAC only. MyFitnessPal to record calories and Fitbit to get me off my rear end. </li>
<br />
<li>Tools: <a href="https://www.getitc.com/products/automated-agency-marketing/default.aspx">AgencyBuzz</a> of course!</li>
</ul>
<br />
<strong>Describe your workspace.</strong><br />
<br />
Believe me. I know where everything is!<br />
<br />
<strong>How do you manage your to-do list?</strong><br />
<br />
The app I mentioned Things has been great. I generally use a pen and notebook, then upload photos of my notes to Evernote. I take the to-do’s from those notes and enter them in Things. I’ve tried different systems, but this has worked well for me. Something about pen and paper that I love.<br />
<br />
<strong>What are your biggest professional challenges?</strong><br />
<br />
People are a big challenge. Every agency owner knows you need people that actually care about your clients and don’t come to work solely for a paycheck. It’s hard to find high quality people. We have several, but it’s not easy. <br />
<br />
Another challenge is making the phones ring. If an agency isn’t making outbound calls to online leads, lists, x-dates, cancels, etc., it’s hard to write any volume. The phones don’t ring like they used to with most ad placements so you have to be an effective marketer in order to grow.<br />
<br />
<strong>What motivates you?</strong><br />
<br />
My wife and kids. You want your kids to have opportunities you didn’t and that motivates the heck out of me. <br />
<br />
<img src="/images/blog/ThisistheWay/StuartGanis/Stuart-Ganis-family.jpg" style="width: 500px; height: 358px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Stuart Ganis and his family" /><br />
<br />
<strong>What’s your best time-saving tip or hack?</strong><br />
<br />
Recharge your batteries. It’s so important to disconnect and rest your brain. <br />
<br />
<strong>What is your best everyday habit?</strong><br />
<br />
Eating right 80% of the time and breaking a sweat 2-4 days per week. The bad habit list is much longer though.<br />
<br />
<strong>What’s the most recent app you’ve downloaded but have yet to use?</strong><br />
<br />
Surprisingly, none. <br />
<br />
<strong>What gets you out of bed in the morning?</strong><br />
<br />
Some creaky knees. <em>(chuckles)</em> See question about what motivates me.<br />
<br />
<strong>How do you like your coffee?</strong><br />
<br />
Black. It’s an acquired taste, but I love it. <br />
<br />
<strong>How do you decompress?</strong><br />
<br />
Lift heavy weights while listening to loud music. And, of course, Netflix.<br />
<br />
<strong>What do you listen to while working?</strong><br />
<br />
My wife directing traffic in our agency. It’s a thing of beauty. <br />
<br />
<strong>What are you currently reading?</strong><br />
<br />
Plant Based Nutrition for Dummies. <br />
<br />
<strong>What are you watching on Netflix right now?</strong><br />
<br />
30 Rock (again)<br />
<br />
<strong>Who are your business idols and why?</strong><br />
<br />
My grandfather ran a factory in New York City and was the smartest man I’ve ever met. Great people skills, financially savvy, great sales person, leader; the whole package. The man was a genius. <br />
<br />
My dad because his work ethic was unlike anything I’ve ever seen and has a personality that everyone loves. <br />
<br />
Of course my wife. She’s the greatest insurance agent on the planet by such a far margin it’s ridiculous. She has the capacity of 5 to 6 of your best people. It’s insane.<br />
<br />
<strong>What’s the best advice you’ve ever received?</strong><br />
<br />
From my mom: The only one that has to carry the burden of your negative attitude is you. Positive people live far better lives than negative people.<br />
<br />
From my dad: Whether you’re a clerk, laborer, sales person, executive, be the best. You may not be the smartest, best looking, most knowledgeable, but there’s absolutely no reason anyone should outwork you. Show up every day.<br />
<br />
From an insurance veteran more than 20 years ago: As big as the insurance business is, it’s very small. Don’t burn bridges, because someday it will come back to bite you. <br />
<br />
<strong>What is your motto or personal mantra?</strong><br />
<br />
“You can have whatever you want in life, if you just help enough other people get what they want.” Zig Ziglar<br />
<br />
<strong>What would you be doing if you weren’t working in the insurance industry?</strong><br />
<br />
It’s so hard to say because this is all I’ve ever done. Probably something in sports or teaching. <br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> post?</strong><br />
<br />
I would love to see Derek Jeter, but since that’s probably not an option, I’ll go with Jim Dougherty from Infinity, Carrie Basteri from Mercury or Jon Spaugy from BIG. <br />
<em><br />
The </em><a href="https://www.getitc.com/blog/tag/this_is_the_way/"><em></em>This is the Way </a><em>blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a target="_blank" href="http://www.twitter.com/instechcorp">Tweet us</a> or leave it in the comments below.</em>urn:uuid:993Life Insurance: The New Commodity or Passive Income Stream? - Agency Marketing BlogAgents can easily add life insurance quoting to their website and repertoire 2016-08-08T09:00:00Z2024-03-19T05:52:04Z<em>The following is a guest blog from <a href="http://ninjaquoter.com/getitc">NinjaQuoter.com</a>. <br />
</em><br />
<img src="/images/blog/EmilyKaltmanBlogs/Ninja.jpg" alt="life insurance family" style="width: 300px; height: 264px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Tens of thousands of consumers are buying life insurance online every week. <a href="http://www.limra.com/Posts/PR/Industry_Trends_Blog/LIMRA_Study__6_in_10_Consumers_Say__No_Problem__with_Purchasing_Life_Insurance_through_Direct_Response.aspx">According to a LIMRA study</a>, six out of 10 consumers were happy to buy life insurance either online or over the phone.<br />
<br />
Is your website equipped for their shopping experience? <br />
<br />
Offering life insurance quotes on your <a href="https://www.getitc.com/!/insurance-website">insurance website</a> is important. It increases the likelihood a shopper becomes a buyer. <br />
<br />
Good news for ITC customers… <a href="https://www.getitc.com/products/websites/">Insurance Website Builder</a> now integrates with <a href="http://ninjaquoter.com/getitc">NinjaQuoter.com</a> to provide consumers online life insurance quotes. <br />
<br />
<h2>Long Contact Forms are No Longer Used</h2>
<br />
Offering a consumer a long contact form with a <a href="http://www.captcha.net/" target="_blank">captcha</a> at the end is a great start. But, consumers expect information in an instant. <br />
<br />
There is nothing instant when a consumer has to wait a few days to get a quote back. <br />
<br />
The more you ask of consumers online, the less they are willing to give you. <br />
<br />
A short form asks for minimal contact information in exchange for an online quote. This data then becomes an actionable lead for you to follow up with and sell a life insurance policy.<br />
<br />
Consider the alternative. <br />
<br />
If you don’t offer live quoting on your website, you are marketing for somebody else. What does that mean? <br />
<br />
A prospect interested in life insurance but doesn’t see quotes on your website will go to Google. They will find your competitor’s website. Thus, you are marketing for someone else. <br />
<br />
<h2>Working Smarter, Not Harder</h2>
<br />
It is labor intensive selling life insurance the traditional way. <br />
<br />
Usually agents drive across town for the chance of making a one-time commission of $900. Then, they have to fill out long applications and deal with underwriters. Even then, the client could get declined. <br />
<br />
Consumers today do a ton of research online. Ideally, on your insurance agency website. <br />
<br />
People don’t want to buy life insurance in person. Remember, they like the convenience of buying online or by phone. Plus, they like not being pressured to buy. <br />
<br />
Gone are the days where you need meetings to sell life insurance. Capturing that data from an electronic inquiry should feed into a conversation by phone. So all you have to do is simply call and sell the policy. <br />
<br />
So, instead of taking all day to meet someone, how many phone appointments could you have in a day? Five? Ten? <br />
<br />
Now, the life insurance opportunity just grew exponentially. <br />
<br />
<h2>The Opportunity for a P&C Agency</h2>
<br />
A personal lines agency can get 4 to 7 percent in life insurance sales a year without much experience. Just by including links in a newsletter and some information in an email footer or signature. <br />
<br />
So, for every 1,000 personal lines clients, you can expect 40-70 new life insurance clients yearly. That is with little effort, and just a little automation. <br />
<br />
How?<br />
<br />
<img src="/images/blog/EmilyKaltmanBlogs/ninjaquoter.jpg" alt="NinjaQuoter Steps" style="width: 600px; height: 450px; vertical-align: middle; margin: 5px;" /><br />
<br />
Your clients are already buying life insurance online. Let them know your website is where they can get quotes. <br />
<br />
Let them know you can call them to complete the documents electronically.<br />
<br />
Turn your clients into life insurance prospects instead of trying to find new ones. It is easier to sell to an existing client someone than finding a new prospect. <br />
<br />
<h2>Your Bottom Line</h2>
<br />
For every 1,000 personal lines clients, you can add $130,000-$250,000 in life insurance commissions.<br />
<br />
<img src="/images/blog/EmilyKaltmanBlogs/opportunity-assessment-1.png" alt="Revenue opportunity report chart" style="width: 600px; height: 335px; vertical-align: middle; margin: 5px;" /><br />
<br />
For every 100 commercial lines accounts, you can add $80,000-250,000 in life insurance commissions. You can do this by offering buy sell reviews, key employee strategies, and other succession planning strategies. <br />
<br />
If your agency also offers employee benefits, ask each employee about personal insurance needs. <br />
<br />
* For a customized opportunity assessment, email info@ninjaquoter.com.<br />
<br />
<h2>Retention</h2>
<br />
The name of the game for any agency is retention. Maintaining a long-term renewal stream means retaining as many clients as possible. <br />
<br />
When a client has a single policy with your agency, he is not tied to you. These single policy clients are more apt to shop when their auto policy renews. <br />
<br />
Selling a policy to someone who has already bought from you is not only easy, it increases retention.<br />
<br />
According to <a href="http://www.insurancejournal.com/news/national/2009/04/22/99851.htm">J.D. Power and Associates</a>, retention rates are about 12 percent better among consumers who have more than one policy. <br />
<br />
Adding life insurance is easy, and it will help your auto and homeowner client renewals.<br />
<br />
<h2>The Process</h2>
<br />
The process of quoting and writing life insurance used to be labor intensive. <br />
<br />
<br />
With tools like NinjaQuoter, you can easily quote top carriers in an instant. You can offer fully underwritten term and permanent insurance. You can offer simplified issue term and final expense whole life insurance. <br />
<br />
<img src="/images/blog/EmilyKaltmanBlogs/ninjaquoter-process.png" alt="ninjaquoter process flowchart" style="width: 600px; height: 292px; vertical-align: middle; margin: 5px;" /><br />
<br />
Once a consumer has a quote, he needs to apply. Applications can be done on paper, but agents today prefer carrier or BGA drop tickets. <br />
<br />
With a drop ticket, agents don’t have to fumble with forms, signatures or contracting. A drop ticket system removes you from the administrative processes. Now, you can focus more on sales and marketing.<br />
<br />
With online quoting and automation, you can place policies in days versus weeks.<br />
<br />
<h2>Retargeting Your Traffic</h2>
<br />
Ever notice when you see an ad for an item you viewed on a website and it seems to follow you around the internet? <br />
<br />
Annoying or good marketing? <br />
<br />
<img src="/images/blog/EmilyKaltmanBlogs/retargeting-traffic.jpg" alt="retargeting-traffic" style="width: 600px; height: 314px; vertical-align: middle; margin: 5px;" /><br />
<br />
A certain percentage of people will click that advertisement and finish their purchase.<br />
<br />
With NinjaQuoter, users can retarget life insurance shoppers who didn’t get an online quote. <br />
<br />
Transform your bottom line. It’s easy with NinjaQuoter. <br />
<br />
Sign up for a <a href="http://ninjaquoter.com/getitc">free trial of NinjaQuoter</a>. You can also create an account in the Insurance Website Builder <a href="https://admin.insurancewebsitebuilder.com/admin/login.aspx?ReturnUrl=%2fadmin%2fninjaquoter%2fdefault.aspx">administration console</a>.<br />
<br />
<br />
<h2>About Us<br />
<br />
</h2>
NinjaQuoter was founded in Austin, Texas, and created as a method for agents to do online lead generation, better. After years of using old technology and old ways, we had to find a better way. This better way didn't exist...so we built it. Our subscribers can easily create, design and customize online life insurance and lead generation quoters for their websites without needing a background in programming or marketing. On top of ease of use, they can easily manage their data and fine tune their campaigns by using data provided by our Ninjalytics. If you want to generate leads online, NinjaQuoter.com is your vendor of choice.<br />
<br />
<br />urn:uuid:991Keeping Up With the Carriers: How Your Website Can Compete - Agency Marketing BlogWhat can the indpendent insurance agent do to their website to compete with online carriers? 2016-08-05T10:15:00Z2024-03-19T05:52:04Z<img src="/images/blog/MattBlogs/6-21-2016%2011-25-21%20AM.jpg" alt="masters of marketing" style="float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" /><em>This webinar took place on Thursday, August 18th. <a href="https://www.getitc.com/blog/marketing/2016/08/18/masters-of-marketing-keeping-up-with-the-carriers-how-your-website-can-compete#.V7X0PvkrKUk">Click here to view the presentation, slides, and an in-depth look at the rest of this great content. </a></em><br />
<br />
Have you ever wondered what it is that makes carrier websites generate so much traffic? Meanwhile, you’re sitting back waiting for the leads to roll in. <br />
<br />
A lot of it has to do with name recognition. But, there are steps you can take to help your website look and feel like a major carrier’s site.<br />
<br />
In the next edition of<a href="https://www.getitc.com/solutions/agency-marketing/webinar/"> Masters of Marketing</a>, I’ll be going over these tips (and more) to help you do just that. The free webinar takes place on August 18 at 12:00 p.m. CST. <a href="https://www.getitc.com/solutions/agency-marketing/webinar/">Join me!</a><br />
<br />
Here’s just a preview of what will be discussed:<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Colors</strong><br />
<br />
Most carrier websites are bright and bold with expansive white space. It gives them a modern, almost futuristic appearance. <br />
<br />
For example: <a href="https://www.progressive.com/home/home/">http://www.progressive.com</a> is a great example of a company that has one color in their branding. They make it work for them. I’ll also talk more about branding in my Masters of Marketing webinar.<br />
<br />
<strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Clutter</strong><br />
<br />
Going back to the Progressive website, you’ll notice there isn’t much going. But, they still manage to get their point across. <br />
<br />
Five icons and a handful of photos are all they need to get you hooked. It’s not about the <em>quantity </em>of information, but about the <em>quality</em>. <br />
<br />
Which leads us to…<br />
<br />
<strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Information</strong><br />
<br />
What information do all the major carrier websites have in common? <br />
<br />
They put the word “quote” right in front of your face. <br />
<br />
Today’s generations love nothing more than to have everything automated for them. So, make sure you let them know they can get that quote right on your website, without having to click around.</blockquote><br />
<br />
This is only a preview of what I covered during “Keeping up with the Carriers: How Your Website Can Compete”.<br />
<br />
<div><br />
</div>urn:uuid:988Drip Campaigns: 6 Ways You’re Doing It Wrong - Agency Marketing BlogAre your drip campaigns in your agency marketing underperforming due to these common mistakes?2016-08-03T09:00:00Z2024-03-19T05:52:04Z<div><img src="/images/blog/HeatherGallowayBlogs/head-down-on-laptop2.jpg" alt="man with head on laptop" style="width: 300px; height: 246px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />By now you should know <a href="https://www.getitc.com/blog/marketing/2015/07/13/why-your-insurance-agency-needs-a-drip-campaign#.V5jYtfkrKUl">how effective drip campaigns can be </a>for your insurance agency. You may even be using them in your email marketing strategy right this moment. <br />
<br />
Don’t get comfortable yet. There are a few common mistakes that may keep your drip campaigns from reaching their potential. <br />
<br />
<h2>You go straight for the sale.</h2>
<br />
It can be detrimental if you open up any communication by immediately reaching for the sale. <br />
<br />
Consider your face-to-face interactions. When you first sit down with a prospect, you don’t ask for the sale right away. You work to build a rapport and show your value.<br />
<br />
Remember the goal of a drip campaign is to <em>drip </em>content to your readers. Your approach should be gradual. Your emails should slowly lead your contacts toward your main goal for the campaign.<br />
<br />
This means spreading your message throughout several emails over time. <br />
<br />
If you are struggling with developing content, start looking at who your audience is. <br />
<br />
Think of your first email as a warm up to the drip campaign. Briefly introduce yourself or emphasize a need such as an upcoming policy expiration.<br />
<br />
<h2>You’re scheduling your emails arbitrarily.</h2>
<br />
With drip campaigns you can plan out when to send emails and the space between each message. <br />
<br />
Yet, too often I see these emails scheduled at random. Or, emails are spaced out too consistently with no thought. <br />
<br />
Come up with a unique and thoughtful game plan for each drip campaign. Otherwise, you risk reaching your audience at the wrong time. This can lead to high unsubscribe rates and low engagement. <br />
<br />
To come up with a schedule, think about what decision you want your readers to make. <br />
<br />
Pay close attention to each drip campaign’s goal, audience, and sale cycle. Think through how much time should be between each email and how long the campaign should run.<br />
<br />
<h2>You’re not regularly updating your contact database.</h2>
<br />
Successful drip campaigns go hand in hand with <a href="https://www.getitc.com/blog/marketing/2013/07/17/what-is-email-segmentation#.V5jZVfkrKUl">contact segmentation</a>. This ensures drips are reaching the right audience with the right message at the right time. <br />
<br />
Think of it like this: You have a prospect who converts into a client. Do you want him to continue receiving emails asking for his business? Or, would you rather move him to a new client welcome drip campaign?<br />
<br />
It’s not just about getting your contacts into the optimal drip campaign. It’s about making sure they stay in the right drip campaign at all times. <br />
<br />
This is where regular database management comes into play. Keep your contact segmentation up to date. It helps to send your clients relevant information for where they are in the buying cycle. <br />
<br />
An added bonus: improved engagement, email deliverability, and conversions.<br />
<br />
<h2>You leave your drip campaign unsupervised.</h2>
<br />
Drip marketing is a great way to let your emails do the heavy lifting for your insurance agency. <a href="https://www.getitc.com/products/automated-agency-marketing/default.aspx">An agency marketing tool</a> like AgencyBuzz lets you automate these campaigns. <br />
<br />
Once you’ve initiated your drip campaigns, it’s easy to fall into a set-it-and-forget-it mentality. But, don’t let yourself fall into this common trap. <br />
<br />
It is imperative you keep an eye on statistics. Make sure your emails are reaching their greatest potential. <br />
<br />
If you notice some of these metrics aren’t where you want them to be, it’s time to adjust the emails in your campaign. <br />
<br />
Some statistics to consider when looking at your campaigns:<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
<div><br />
</div>
<div>
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Open Rates – You may want to take a look at your<a href="https://www.getitc.com/blog/marketing/2015/06/08/6-ways-to-improve-your-subject-line#.V5jZmPkrKUk"> subject line</a>.</div>
<div><br />
</div>
<div>
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Click-Through Rates – You may want to review your <a href="https://www.getitc.com/blog/marketing/2014/07/02/not-getting-many-quote-requests-from-your-insurance-website#.V5jZqfkrKUm">call to action</a>.</div>
<div><br />
</div>
<div>
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Bounces – You may need to rethink your <a href="https://www.getitc.com/blog/marketing/2014/06/06/growing-your-email-list-organically#.V5jZtPkrKUl">lead generation methods</a>.</div>
<div><br />
</div>
<div>
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Conversion Rates – You may want to rework the content or order of your emails.</div>
</blockquote></div>
<div>
<br />
<h2>You only use drip marketing to nurture prospects.</h2>
<br />
Most agencies use drip campaigns to nurture leads and move them through the sales cycle. <br />
<br />
But, too often that is where the drip campaigns stop. Prospects convert to clients. They get pulled from the prospect drip campaign but are never inserted into another. <br />
<br />
I urge you to not stop after conversion. Your clients need love, too!<br />
<br />
Drip campaigns for existing clients can be as simple as a <a href="https://www.getitc.com/blog/marketing/2016/07/01/a-great-first-impression-the-welcome-email#.V5jZ0fkrKUk">welcome</a> campaign. Or, in-depth information that educates clients about their coverage. <br />
<br />
Regardless, your drip campaigns should not end when a prospect converts into a client.<br />
<br />
<h2>You only use email in your drip campaign.</h2>
<br />
I am on Team Email most of the time. But, a lot can be said about including other marketing mediums in your drip campaign. <br />
<br />
Each of your clients may have different communication preference. Different people may be more receptive to different communication platforms. <br />
<br />
You may want to try adding text messages or print mailing to your drip campaigns. Text messages alone yield a<a href="http://mobilemarketingwatch.com/sms-marketing-wallops-email-with-98-open-rate-and-only-1-spam-43866/" target="_blank"> 98 percent open rate</a>. By combining print with email, you could <a href="http://www.bluefountainmedia.com/blog/direct-mail-marketing-and-email-marketing/">increase your response rate by 25 percent</a>. <br />
<br />
Can you imagine what could happen if you combine all three of these modes into a single drip campaign? You could end up with an all-inclusive and remarkable drip campaign.<br />
<br />
Drip campaigns can be the most effective part of your email marketing plan. But, don’t let yourself fall victim to these common mishaps. <br />
<br />
Address these issues and make necessary adjustments. You can take your drip marketing to the next level.<br />
<div><br />
</div>
<br />
</div>urn:uuid:989Operation Agency Success: The New Online - ITC VideosConsumer expectations have changed. They expect to be able to buy a policy online. Do you have the insurance agency software to do that?2016-08-02T09:00:00Z2024-03-19T05:52:04Z<img alt="" style="display: none;" src="/images/blog/oas/new-online-laird-rixford-thumbnail.jpg" /><iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/177135358?color=ff9933&autoplay=1"><noframes><img alt="" src="/images/blog/oas/new-online-laird-rixford-thumbnail.jpg"></noframes></iframe>
<br />
<br />
ITC President Laird Rixford talks about how consumers and their expectations have changed and created a new online. <br />
<br />
The insurance agency software is available now for you to meet these changing expectations. Are you ready for how consumers work today?<br />
<br />
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="https://www.getitc.com/blog/management/2016/07/19/why-you-need-to-make-it-easy-for-consumers">Why You Need to Make It Easy for Consumers</a><br />
<a href="https://www.getitc.com/blog/management/2016/05/17/more-than-just-rating-a-revisit">More Than Just Rating: A Revisit</a><br />
<a href="https://www.getitc.com/blog/management/2015/12/15/are-you-using-the-right-technology">Are You Using the Right Technology?</a>urn:uuid:985Do Your Own Insurance Website Audit - Agency Marketing BlogA regular audit can keep your insurance website SEO running on all cylinders. 2016-08-01T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/JohnDessommesBlogs/DIY.jpg" alt="businessman riding rocket" style="width: 300px; height: 300px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Search engine optimization (SEO) is a lot like maintaining your car. If you’re neglectful, both will stop working for you. <br />
<br />
But, if you maintain them, they will both perform well for a long while. <br />
<br />
Experts can help you maintain your website. But like with cars some maintenance you can do yourself. <br />
<br />
So how do you do a SEO audit on your website, and where should you start? <br />
<br />
Follow these eight easy tips, and you can perform an SEO audit on your <a href="https://www.getitc.com/products/websites/"><strong>insurance website. </strong></a><br />
<strong><br />
</strong><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Brand Searches<br />
</strong><br />
Do a Google search for your agency’s name, city and state. Then review the search results page for the following:<br />
<br />
a.<span class="Apple-tab-span" style="white-space: pre;"> </span>Is your agency website <a href="https://www.getitc.com/blog/marketing/2015/12/02/why-is-my-insurance-website-not-on-the-first-page-of-google#.V5dsD_krKUl">showing up in the search results</a>? If not, make sure your business name and address are text and not stuck in an image on your home page.<br />
<br />
b.<span class="Apple-tab-span" style="white-space: pre;"> </span>Is your agency’s office showing up in the local pack results (shown below)?<br />
<br />
<img alt="" src="/images/blog/JohnDessommesBlogs/local-pack.jpg" style="width: 500px; height: 408px;" /><br />
<br />
If your agency is not appearing in the local pack, you may have issues with your <a href="https://www.getitc.com/blog/marketing/2016/05/18/why-google-my-business-matters-for-your-insurance-agency#.V5dsWPkrKUl">Google My Business</a> listing. Start there. <br />
<br />
c.<span class="Apple-tab-span" style="white-space: pre;"> </span>What about the knowledge graph? The knowledge graph is a rectangle that appears to the right of some Google search results. It displays all sorts of information, including location, reviews and competitors. See below for an example.<br />
<br />
<img alt="" src="/images/blog/JohnDessommesBlogs/knowledge-graph.jpg" /><br />
<br />
If your office is not showing in the knowledge graph, don’t worry. You can make changes as long as you’re an <a href="https://support.google.com/websearch/answer/6325583">official representative</a>. </blockquote>
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>URLs</strong> <br />
<br />
Are your URLs short and user friendly? Google likes to see shorter, more concise URLs. Bonus points if it also contains keywords. <br />
<br />
A great URL would look like this: <br />
<br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><a href="www.sampleinsurancewebsite.com/auto-insurance/quote">www.sampleinsurancewebsite.com/auto-insurance/quote</a> </blockquote></blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
This URL is short and contains keywords. Both help usability and user experience.</blockquote>
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Content <br />
</strong><br />
Is the content on your insurance website duplicate, or is it original? <br />
<br />
There is no duplicate content penalty per se. But, search engines reward content that is unique, informative and useful.<br />
<br />
Include keywords in the first few paragraphs, but not too many. The content should not sound unnatural. Rewrite new content if it sounds too spammy. Always check for spelling and grammatical errors. <br />
<br />
Don’t create too many pages targeting the same keywords. You want the best single page to attract links and referrals, not several pages.</blockquote>
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Page Titles </strong> <br />
<br />
All right, we’re halfway through your website. Time to check your page titles. <br />
<br />
Page titles need to be less than 70 characters and should describe the content on that page. <br />
<br />
They should contain your main line of business and your preferred geographical target. Here’s an example home page title: <br />
<br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
Car, Home, Business Insurance – Dallas, Texas</blockquote></blockquote>
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Meta Descriptions </strong><br />
<br />
A meta description is the small informational blurb below the link in a search result. <br />
<br />
A good home page meta description includes primary lines of businesses and targeted areas. You can include up to 155 characters in your meta descriptions. For example: <br />
<br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
ABC Insurance Inc. specializes in car, home, business, health and life insurance in Dallas, Plano, McKinney and the surrounding areas of DFW.) </blockquote></blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
If you have an Insurance Website Builder website, it’s easy to edit meta tags. In the administration console, click the advanced SEO settings in the site content editor. </blockquote>
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Images <br />
</strong><br />
Optimize the <a href="https://www.getitc.com/blog/marketing/2015/10/28/7-steps-to-optimizing-images-for-seo#.V5dtJvkrKUl">alt text</a> and filename of your images. <br />
<br />
Remember, the alt text should be strictly descriptive of the image. Don’t try to stuff the alt text and filename with your keywords.<br />
<br />
If you upload a picture of a man driving a 1964 Ford Mustang, the alt tag should be <em>man driving 1964 Ford Mustang</em>. Similarly, the filename should be <em>man-driving-1964-ford-mustang.jpg.</em></blockquote>
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Backlinking </strong><br />
<br />
When <a href="https://www.getitc.com/blog/marketing/2012/10/29/earning-backlinks-vs-building-them#.V5dtR_krKUl">backlinking </a>to other websites, make sure the site is authoritative and not full of spam. The content you link to should complement the content on the page you’re linking out from. </blockquote>
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Heading tags <br />
</strong><br />
Do your heading tags (H1, H2, and etcetera) accurately reflect the topic on the page? <br />
<br />
If your page is about Dallas auto insurance, then your H1 tag should read as <br />
<h1>Auto Insurance Dallas, TX</h1></blockquote>
<br />
<br />
If you want your insurance agency website running on all cylinders, maintenance is necessary. <br />
<br />
Keep the assumption your competitors are always improving their web presence. You need to do all you can to keep up with them.<br />
<br />
<br />
<em>
Have you ever done an SEO audit on your insurance website? Do you have a tip you’d like to share? Let us know in the comments below.</em><br />
<div><br />
</div>urn:uuid:986Back to Blogging: 10 Content Ideas for August - Agency Marketing BlogGet back on track with these 10 content ideas for August. Use one or more in a blog post, your agency newsletter or on social media. 2016-07-27T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/August.jpg" alt="10 blog content ideas for august" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 4px;" />Let me guess. You already have your entire content calendar filled out for August. Every tweet, blog, and newsletter laid out in a sensible posting schedule. <br />
<br />
There’s only one reason you’re reading this blog post. It's to assure yourself you’ve covered every possible August topic.<br />
<br />
No? You haven’t touched your agency’s blog or newsletter all summer? (Or longer?) Well, you’d better keep reading then. <br />
<span class="Apple-tab-span" style="white-space: pre;"> </span><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Back to Blogging<br />
</strong><br />
Have you taken a break or extended summer vacation from your <a href="https://www.getitc.com/!/insurance-website">i<strong>nsurance website’s</strong> </a>blog? Well, it’s time to get back into the groove. The kids are going back to school, and it’s time for you to get back to blogging. <br />
<br />
There are many benefits to blogging on your insurance agency website. Not sure where to start? Browse through our past <a href="https://www.getitc.com/blog/tag/10%20ideas/">10 content ideas</a> posts. Or, take a look at <a href="https://www.getitc.com/blog/marketing/2016/07/20/75-blogging-lessons-from-750-blog-posts#.V5dvXPkrKUl">our 750th blog post</a> for an easy primer on best blogging practices. </blockquote><br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Back to School</strong><br />
<br />
Many families gear up for back to school in August. It’s inescapable walking into any store this time of year. So, why not write up a great community-centric post covering this timely topic? <br />
<br />
There’s a variety of directions you can take. Back to school shopping is an obvious route. Maybe there are some local school supply donation drives. Traffic patterns can also change as everyone adjusts to new schedules. </blockquote><br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>What You Need to File a Claim</strong><br />
<br />
This topic covers one of the most basic questions in insurance. Everyone at some point has wondered how to file a claim. This type of post serves as a resource to people who don’t understand insurance as well as you do. Plus, it an serve as evergreen content bringing traffic to your blog for years to come.<br />
<br />
Remember, informative blog posts make your insurance website a one-stop shop for online consumers. Whether they want a quote or have a basic question, they’ll know to look to you for the answer.</blockquote>
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>One Last Hurrah</strong><br />
<br />
August signals the end of summertime and the end of the season. So, it’s time to encourage readers to do those things they’ve been putting off all summer. Not just the boring things like ripping out the flower bed or getting that oil change. <br />
<br />
Encourage them to take advantage of the last of the hot weather. Go to that swimming hole they’ve been meaning to visit. See a movie that’s almost out of theaters. Check things off their summer bucket list. </blockquote>
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Save on Your Premium </strong><br />
<br />
Show me a consumer who doesn’t want to save money on his bills, and I’ll show you a liar. Everyone can enjoy reading about this topic. Plus, this topic is a great example of an <a href="http://www.wordstream.com/blog/ws/2012/10/16/guide-to-evergreen-content-marketing">evergreen </a>blog post. No matter the season, folks want to know how to lower their monthly premiums. <br />
</blockquote>
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Keeping Your Home Cool<br />
</strong><br />
Let’s face it. Everyone wants to stay cool in the summer. It’s more comfortable and good for the pocketbook. Target your homeowner clients, even those living in apartments, with this post. <br />
<br />
Do some online research and think of some ways to keep your home cool in the dead of summer. Slap on a fun, catchy title, and you’ve got yourself one more blog for August. </blockquote>
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
7.<span class="Apple-tab-span" style="white-space: pre;"> </span>August Home Maintenance Calendar<br />
</strong><br />
It’s a good idea for homeowners to have a maintenance calendar that changes by season. In the summer, for example, it’s common to water your foundation. It’s also common for air conditioners to need servicing or repairs. </blockquote>
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
8.<span class="Apple-tab-span" style="white-space: pre;"> </span>When to Reevaluate Coverage</strong><br />
<br />
Many insurance customers have a set-it–and-forget-it mindset. They don't realize they need to adjust coverage at some point. Certain life events, such as getting married, are times to reevaluate their coverage level. Remind them in your newsletter or in a blog post to call you after these events.</blockquote>
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
9.<span class="Apple-tab-span" style="white-space: pre;"> </span>Start a Series</strong><br />
<br />
Here’s a fun exercise. Do you ever think of a blog topic that is too complex or too broad to fit one blog post? Or, are there ongoing developments in the industry you want to track? <br />
<br />
Start a series of blog posts that all cover the same subject. Be sure to link to the previous and next posts in your series as you publish them. Or, use a single blog tag so it’s easy to find the whole series. <br />
<br />
Splitting up information into bite-sized, shorter blog posts helps readers understand difficult concepts. </blockquote>
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Backyard Safety Checklist</strong><br />
<br />
As an insurance agent, you know all about safety hazards. Some are even lurking in your own backyard. But do your readers? <br />
<br />
Backyard recreation equipment like swimming pools and trampolines can pose safety hazards. Others could be lawn mowers or pest control chemicals. Make sure your readers know about important safety precautions about these. </blockquote>
<br />
<br />
What topics do you like to write about on your blog or in your newsletter? Let us know in the comments below!<br />
<div><br />
</div>urn:uuid:984This is the Way: Carrie Reynolds from Alan Galvez Insurance - Agency Rating BlogCarrie Reynolds, aka the Insurance Goddess, is grateful that after 20 years in the industry she still enjoys it. Learn more about Carrie and how she works.2016-07-26T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/ThisistheWay/CarrieReynolds/This-is-the-Way.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" alt="This is the Way: Carrie Reynolds from Alan Galvez Insurance" /><br />
<br />
Whenever someone mentions social media and insurance agents, Carrie Reynolds from <a href="http://www.galvezinsurance.com/" target="_blank">Alan Galvez Insurance</a> always springs to mind first. Carrie recognized social media as the perfect place to be personable and build relationships online, and she’s been successful at it. <br />
<br />
If you read trade publications or are involved in the industry, chances are you’ve heard of Carrie. Or, at least her alter ego… the Insurance Goddess.<br />
<br />
Carrie created the Insurance Goddess as part of <a href="http://carrieareynolds.com/" target="_blank">her blog</a>, previously named “Confessions of an Insurance Goddess.” She wanted to bring fun and personality to her blog so people would read it. <br />
<br />
Now, seven years later, the Insurance Goddess is still around and makes the occasional appearance at community events. Carrie’s also brought the Insurance Goddess to insurance industry events to emphasize the power of a personal brand and to share her story. <br />
<br />
Though she grew up in the industry (her dad started their agency in 1971), Carrie didn’t intend to be in insurance. It started as a job to get experience out of college, and then she never left.<br />
<br />
Carrie loves her family, her small town, and this industry. I talked with Carrie about how she handles the many hats and responsibilities that come with being an agency owner. This is the way Carrie Reynolds works.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
<br />
Bellefontaine, Ohio<br />
<br />
<strong>Current gig:</strong><br />
<br />
Agent co-owner, producer, chief marketer, HR. Small business is like that. I have to wear many hats. If you ever hear I’m bored, then you’ll know something is VERY wrong!<br />
<br />
<strong>One word that describes how you like to work.</strong><br />
<br />
Ferociously <br />
<br />
<strong>Current mobile device:<br />
</strong><br />
iPhone 5s <br />
<br />
<strong>Current computer:</strong><br />
<br />
Work computer is a PC. Laptop is an HP. I have a computer guy for the office, and my husband is an IT director, so I leave it up to them to make sure my stuff works. As long as it does, I don’t need to know the details.<br />
<br />
<strong>What is it you like about the industry?</strong><br />
<br />
The potential. The opportunity. The chance to be a hero. To help others. It’s really limitless. This industry has been good to me. I’ve met amazing people, both customers and peers. Many customers have become family. The relationships I’ve built with my industry colleagues are priceless. This industry is so full of genuinely good, selfless, caring people it boggles my mind. And I’m extremely proud to be associated with it. <br />
<br />
<strong>Project(s) you’re currently working on.</strong><br />
<br />
Preparing for a large community safety event sponsored by our local police department. It’s our first time at an event like this, so I’ve been busy ordering tradeshow materials, creating marketing campaigns and putting together a marketing follow up sequence for those that enter to win prizes. I can only handle one big project at a time. <br />
<br />
<img src="/images/blog/ThisistheWay/CarrieReynolds/IMG_7463.JPG" style="width: 375px; height: 500px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="This is the Way: Carrie Reynolds from Alan Galvez Insurance" /><br />
<strong><br />
Accomplishments you’re proud of.</strong><br />
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Writing and publishing a book. Writing an article for Indiana Insurance News magazine. Being featured in National Underwriter Property & Casualty, Independent Agent and Ohio Insurance Agents magazines. Creating my Insurance Goddess character. Being a speaker at <a href="http://www.agentconference.org" target="_blank">ITC Agent Conference</a>. Writing an article for PIA National Agency Marketing Guide. Sticking with this crazy industry for 20 years and still being able to laugh and smile. On a personal note, my kids are truly the best thing I’ve ever done.<br />
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<strong>What do you like most about your job?</strong><br />
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Flexibility. Getting to meet lots of amazing people. Being able to work with my parents. Yes, it gets tense at times, but it’s an experience that is unlike anything else. Getting into the community and lending the agency name for a good cause. Helping others. Providing light bulb moments to people- that is the most satisfying thing I do. <br />
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<strong>What are your goals for the next 12 months?</strong><br />
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Continually improve our processes, update our referral program for 2017, set production goals for 2017 (and achieve those goals), get a new employee licensed and trained to begin our account review process. Get back to writing blog posts weekly or bi-weekly at most. Write my next book. I think that’s enough.<br />
<strong><br />
Aside from your phone and computer, what gadget can’t you live without and why?</strong><br />
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iPad. I watch a lot of streaming video, and it’s a treat to be able to sit in bed and relax with a few minutes of Netflix each evening. <br />
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<strong>What’s the most recent app you’ve downloaded but have yet to use?</strong><br />
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There isn’t one. I only keep apps on my phone that I will use. Otherwise, it’s too cluttered. <br />
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<strong>Describe your workspace.</strong><br />
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We have a circa-1900 building in downtown. There’s a main reception area that houses half my service staff and then partitioned offices (no cubes here!) for everyone else. The envy of most people is my desk. It’s a huge Mission-style dining room table my dad bought at Sam’s Club. I could lay flat on it if I wanted to. I have pictures of my kids, my husband and a collection of my grandparents antiques scattered about. And then of course, my computer, printer, scanner and about 100 other things I think I need.<br />
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<strong>How do you manage your to-do list?</strong><br />
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I’m very old school when it comes to this. I use paper and pencil. I write it down and check it off as I complete it. I try to end each day looking toward the next day, and I plan which of the items on my list will be tackled. If I don’t have my important tasks written down, they’re forgotten. <br />
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The key with a to-do list is recognizing it’s never completely done. You just create a running tally with timelines and mark each task off as you go along. I also try to complete the easiest or quickest tasks first, so I have a sense of accomplishment. It’s just better time management. <br />
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<img src="/images/blog/ThisistheWay/CarrieReynolds/IMG_7049.JPG" style="width: 500px; height: 375px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Carrie and her kids Annika and Ethan" /><br />
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<strong>When you finish a project do you immediately jump to the next one? Or, do you take time to revel in what you accomplished and let your mind wander without worrying about what’s next?</strong><br />
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I take a little time to revel in the accomplishment, but that darn to-do list gets me every time. I’m a very focused person, so I tend to gravitate toward the next project pretty quickly after the first one is finished. <br />
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<strong>What’s your best time-saving tip or hack?</strong><br />
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NOT checking email every 5 minutes. I check it at specific times during the day, because continual checking is distracting and makes me lose focus. You’d be amazed how much you can get done when you’re able to focus. Trust me, if there’s an emergency, your customers will not email you. They’ll pick up the phone and call you. <br />
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<strong>What is your best everyday habit?<br />
</strong><br />
Taking a few minutes to be grateful when I wake up. For my family, our health, having a roof over our head, food on the table and a business that provides us a good living. It really sets your mood for the day and puts a lot of things in perspective. <br />
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What does a typical day look like for you? </strong><br />
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After dropping the kids off, I get to the office around 8:30. I use that half hour before the office opens to finish up anything from the day before, or handle administrative tasks like paying bills or answering outstanding emails. There is no typical day really. Most days I’m doing any or all of the following: quotes, applications, meeting with customers or prospects, editing content on our website, posting content to our Facebook page, writing a blog post, planning an event, shooting a video or hosting an event. No wonder I’m so tired.<br />
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<strong>What do you listen to while working?</strong><br />
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I always have music on via my phone. I love all kinds of music really. My playlist includes disco, Madonna, classic rock, 80’s artists, Broadway musicals, hard rock. If it’s good music, it’s good music. Makes no difference to me what time period it’s from. <br />
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<strong>What are you currently reading?</strong><br />
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Unfortunately, if it’s not something I can pick up and put down easily, it doesn’t get read. So magazines are a popular option. <br />
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<strong>What’s your favorite blog and/or podcast?</strong><br />
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I’m a reader, not a listener, so I enjoy reading blogs from my colleagues. My good friends Ryan Hanley (Agency Nation), Jason Cass (GROW program) and Brent Kelly are all top picks. I also enjoy Kelly Donahue’s posts as well (Agency Performance Partners). I tend to stay with industry-specific articles. They’re most relevant to me. Plus, I love to support my friends. <br />
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<img src="/images/blog/ThisistheWay/CarrieReynolds/IMG_7035.JPG" style="width: 375px; height: 500px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Carrie and her husband Robert" /><br />
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<strong>How do you decompress?</strong><br />
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I love to ride my motorcycle. Funny story: I bought my first motorcycle without even knowing how to ride because it was a good deal. I learned of course. <br />
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I play in a community concert band during the summer. I’ve played clarinet since I was 10 years old and am glad I still get an opportunity to do it. Many people put it up after graduating. I never did. <br />
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I scrapbook. It’s therapeutic when I get a day to tell a story through pictures.<br />
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I’m a flower junkie. I have several gardens at my house, and have spent countless hours digging, planting, and enjoying the view. They make me happy. It truly is excellent therapy.<br />
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A few cold beers and a tasty dinner never fail to relax me. And if it’s with friends for a fun evening- bonus!<br />
<strong><br />
What’s your sleep routine like?</strong><br />
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As mentioned, I either sit in bed with my iPad or a book about an hour before bed. I try to get to bed by 10:30 since I’m up around 5:30 every morning. After a busy day, I have no trouble collapsing in bed and going right to sleep!<br />
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<strong>Who are your business idols and why?</strong><br />
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Steve Jobs. His singular vision was nothing short of amazing and he refused to let anything get in the way of that vision. <br />
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Madonna. She is one of the most brilliant marketers ever. She has created an empire and fiercely loyal fans (I’m one of them) based on her personal brand. She lets nothing get in her way. Just an awesome personality. <br />
<strong><br />
What’s the best advice you’ve ever received?</strong><br />
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If you have a hard decision to make or difficult situation to resolve, sleep on it. Many tense situations look differently when you have a chance to calm down. Otherwise you may regret your knee-jerk reaction. <br />
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<strong>What’s your most memorable face-palm moment?</strong><br />
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Dear Lord, just one? So here’s a personal one. My daughter was probably two or three, and she stuck an M&M up her nose. I panicked and told my husband we had to take her to the emergency room to get it out. So off we went. When the doctor looked up her nose, he said “It’s not there. It melted and went down her throat.” Your first kid turns you into a fearful, paranoid parent. Thank God I had the second one so I could chill out a bit. <br />
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<strong>If you could switch jobs with someone, who would it be?</strong><br />
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I’d switch jobs with a Broadway performer. My dream has always been to perform in a Broadway musical. Singing, dancing, the stage, the applause. I believe I would be in heaven. <br />
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<strong>Who would you like to see in a future This is the Way post?</strong><br />
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I’m all about supporting the other ladies in this industry, so I would love to see Linda Rey of Rey Insurance (NY), Claudia McClain of McClain Insurance Services (WA), or Donna Hosfeld of Hosfeld Insurance (PA). <br />
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<em>The This is the Way blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://twitter.com/instechcorp" target="_blank">Tweet us</a> or leave it in the comments below.</em>urn:uuid:983The New Frontier of Search for Your Insurance Website - Agency Marketing BlogThree new advances in SEO that are currently on the horizon, but you should consider starting to explore them now for your insurance website’s SEO strategy. 2016-07-25T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/mobile.jpg" alt="runner looking at phone" style="width: 300px; height: 195px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />If there’s one universal truth about the world of search, it’s that it’s always changing.<br />
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Search engines tweak their algorithms regularly. Tactics that once helped insurance agency websites rank can become obsolete overnight. This constant game of catch-up has been going on for more than a decade.<br />
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But, the game is moving to a new field. Google, Microsoft, Apple and Amazon are expanding search beyond web browsers. They aim to reach consumers in the exact moments when they’re looking for something. <br />
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There are opportunities in staking an early claim on these emerging areas of search. You could stand to gain new clients at the moment they’re looking for you.<br />
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Here are three areas of the new frontier of search you should be exploring.<br />
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<h2>Beacons</h2>
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Beacons are small hardware devices that can send messages to nearby Bluetooth-enabled phones. Businesses can install them in their physical locations for localized marketing purposes. <br />
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A retailer might use beacons to send store maps or special coupons to shoppers at the front door.<br />
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To receive messages from beacons, a consumer must download the retailer’s app. Then, they must choose to opt in to receive these messages. <br />
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Thus far, businesses have only been using their own apps to send beacon messages. <br />
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But, Google is looking to change the game. <br />
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Google’s <a href="https://developers.google.com/beacons/">Eddystone </a>platform can tie beacon messaging to a larger network of beacons.<br />
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We know only a little about how Google uses shared Eddystone data. But, it likely helps to improve their mapping and local search offerings.<br />
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Google could integrate beacon-enabled businesses into search results on mobile devices. This means your insurance agency could reap the benefits. <br />
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By marketing for beacons, Google can send nearby people to your office or phone line at their moment of need. This streamlined process stands to increase your lead counts and revenue.<br />
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If you’re interested in beacons, you must invest in the devices. You might also need the expertise of a developer to install them. <br />
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Even if you don’t have the time or resources to beacon-ize to your agency, you can still work out a strategy for them.<br />
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Which messages would you want to project to nearby consumers? Can you beam quick answers to their in-the-moment questions? The answers to these questions are key to winning at beacon-related search.<br />
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<h2>Voice Search</h2>
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Voice searches occur when users verbally share their query with a search-enabled device. <br />
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This can be a car console, a smartphone or a stationary device like the Amazon Echo. <br />
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Voice search is en vogue. <a href="https://googleblog.blogspot.com/2014/10/omg-mobile-voice-survey-reveals-teens.html" target="_blank">More than 40 percent of adults and 55 percent of teens were using a virtual assistant</a> as of October 2014.<br />
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These devices dig into Google’s search index to provide instant answers to their questions.<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/07/06/siri-can-you-update-my-mobile-seo-for-2016#.V5JY-fkrKUk">Josh Bowe recently wrote an article </a>about optimizing your marketing strategy for voice search. I highly recommend checking it out if you haven’t read it yet. <br />
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I encourage you to leverage voice searches and think beyond search results.<br />
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Look at what consumers are asking for and the context in which they are asking it. Then, make sure your insurance agency website can provide an answer. <br />
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Some personal assistants are now able to bypass Google search results. They give answers directly from a webpage instead of displaying a list of search results. <br />
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A context-based voice search strategy increases your chances of winning in these Google-free situations.<br />
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<h2>AMP</h2>
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Voice-enabled personal assistants and directional beacons won’t be able to solve all our problems. There is still plenty of room for websites in the new frontier of search. <br />
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But, there is little room for slow-loading websites.<br />
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As technology improves, consumer patience wanes. A slow-loading website is no longer an option. <br />
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Google has worked to create a speedy solution called accelerated mobile pages (AMP).<br />
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AMP is essentially your website pages stripped of elements like JavaScript and complicated stylesheets. Think of AMP as a simplified version of your website. <br />
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Because it’s simplified, AMP loads more than three times faster than regular pages. Often in less than a second.<br />
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Still, there are some tradeoffs. AMP doesn’t support forms or several other features. Insurance agencies capturing leads through their website can’t put the framework in place sitewide. <br />
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But, the folks behind AMP are reportedly working on solutions for these problems. Subsequently, <a href="http://searchengineland.com/google-says-page-speed-ranking-factor-use-mobile-page-speed-mobile-sites-upcoming-months-250874" target="_blank">Google plans on making page speed a search ranking factor</a> soon. <br />
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So now’s the right time to think about your AMP implementation strategy. As with beacons, you will likely need a developer. <br />
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Also, use <a href="https://developers.google.com/speed/pagespeed/insights/" target="_blank">Google Page Speed Insights</a> to see how your existing website could load faster.<br />
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<h2>Wrap Up</h2>
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Beacons, voice search and AMP are more than flashy tech innovations. They’re avenues to reach consumers in their moment of need and provide relevant solutions. <br />
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Agencies who use these innovations <a href="https://www.getitc.com/blog/management/2016/07/19/why-you-need-to-make-it-easy-for-consumers#.V5JZbPkrKUk">put the consumer first</a>. These are the agencies who stand to improve their ROI substantially.<br />
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Have any questions about these search innovations? Let us know in the comments, and we’ll answer.</em>urn:uuid:982Masters of Marketing - How to Perform an SEO Audit on Your Insurance Website - Agency Marketing BlogIs your insurance website performing to its top potential for SEO? Here's how to do a quick SEO audit yourself and find out. 2016-07-21T13:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/6-21-2016%2011-25-21%20AM.jpg" alt="businesspeople in a hallway" style="float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />For July's edition of Masters of Marketing, John Dessommes, SEO Coordinator, discussed how insurance agents can perform their own SEO audits on their websites. <br />
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If you missed the presentation, <a href="https://attendee.gotowebinar.com/recording/9182319947303320587" target="_blank">watch a recording of it here</a>, or click below to view slides and links. <br />
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<iframe src="//www.slideshare.net/slideshow/embed_code/key/4lQ1QO4xJYotOz" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
<div style="margin-bottom: 5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/performing-an-seo-audit-on-your-insurance-website" title="Performing an SEO Audit on Your Insurance Website" target="_blank">Performing an SEO Audit on Your Insurance Website</a> </strong> from <strong><a href="//www.slideshare.net/InsTechCorp" target="_blank">Insurance Technologies Corporation (ITC)</a></strong> </div>
<br />
Join us for the next Masters of Marketing on Thursday, August 18th at 12 p.m. CT for "Keeping up with the Carriers: How Your Website Can Compete"<br />
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Matt Farrell, Website Coordinator, will discuss how insurance agents can set up their websites to aesthetically compete with those of the major carriers.urn:uuid:98075 Blogging Lessons from 750 Blog Posts - Agency Marketing BlogAfter 750 blog posts, what lessons have we learned?2016-07-20T09:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="75 blogging lessons" src="/images/blog/BeckySchroederBlogs/75BloggingLessons.jpg" />ITC started blogging in 2008. <a href="https://www.getitc.com/blog/marketing/2008/12/03/get-your-site-listed-on-local-searches#.V441y_krKUk">Our first post</a>? It was about getting your website listed on local searches.<br />
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Since then, we’ve written 749 posts (include this one, number 750!) and covered a lot of topics. We’ve written about <a href="https://www.getitc.com/!/insurance-website"><strong>insurance websites</strong></a>, agency marketing, email marketing, social media, branding, blogging, and SEO. And that’s just on our marketing blog.<br />
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We’ve also blogged about comparative rating, sales, insuretech, insurance agency software, agency management, and training. We started doing <a href="https://www.getitc.com/videos/">monthly videos</a>. <br />
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Several years ago, we committed to a publication schedule. Last year we started a blog series <a href="https://www.getitc.com/blog/tag/this_is_the_way/">profiling people</a> in the industry. And then we started <a href="https://www.getitc.com/blog/tag/modern_agency/">another series</a> focused on technology, leadership, management and marketing strategy.<br />
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From the beginning our intention has been to make our blog a resource for you. A place where we can share our expertise and help you compete and succeed. <br />
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Our process has changed from what it was in the beginning, but that intention is still the same. We’ve made mistakes and have learned a lot. We wanted to share the lessons we’ve learned with you.<br />
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Here are 75 blogging lessons we’ve learned from 750 blog posts.<br />
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<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">1.<span style="white-space: pre;" class="Apple-tab-span"> </span>Getting started is the most difficult part.<br />
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2.<span style="white-space: pre;" class="Apple-tab-span"> </span>Blog to share your expertise with people who are looking for help or information.<br />
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3.<span style="white-space: pre;" class="Apple-tab-span"> </span>People care about your opinion. They want your expertise.<br />
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4.<span style="white-space: pre;" class="Apple-tab-span"> </span>There are no rules. What works for one agent may not work for you. Experiment. Try new tools or techniques. Find what works best for you and your insurance website.<br />
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5.<span style="white-space: pre;" class="Apple-tab-span"> </span>Create a publishing schedule you’re comfortable keeping and stick to it.<br />
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6.<span style="white-space: pre;" class="Apple-tab-span"> </span>A successful blog is a consistent blog.<br />
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7.<span style="white-space: pre;" class="Apple-tab-span"> </span>Too busy is not an excuse. Blogging is the most important thing you can do for your insurance website.<br />
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8.<span style="white-space: pre;" class="Apple-tab-span"> </span>Schedule time on your calendar to write your blog post. Hold yourself accountable to it.<br />
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9.<span style="white-space: pre;" class="Apple-tab-span"> </span>Read blogs. To become a better blogger, pay attention to what others are doing. You’ll find it helps with your style and voice. It can also be a source of inspiration.<br />
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10.<span style="white-space: pre;" class="Apple-tab-span"> </span>You don’t have to do it all yourself. Get help from other people in your agency. Ask your referral partners to guest post.<br />
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11.<span style="white-space: pre;" class="Apple-tab-span"> </span><a href="https://www.getitc.com/blog/marketing/2015/02/09/what-a-neglected-blog-says-about-your-insurance-agency#.V442ifkrKUk">A neglected blog</a> says you don’t care, you’re out of touch, or you’re going out of business. Don’t blog unless you commit to it. Otherwise you hurt your credibility.<br />
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12.<span style="white-space: pre;" class="Apple-tab-span"> </span>Set a goal. Something specific and measurable so you can track progress.<br />
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13.<span style="white-space: pre;" class="Apple-tab-span"> </span><a href="https://www.getitc.com/solutions/agency-marketing/content-services">Hire outside help</a> if you need it.</blockquote><br />
<strong>Inspiration</strong><br />
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<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">14.<span style="white-space: pre;" class="Apple-tab-span"> </span>Writer’s block is real. <br />
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15.<span style="white-space: pre;" class="Apple-tab-span"> </span>When you don’t know what to write, <a href="https://www.getitc.com/blog/marketing/2016/06/15/content-curation-101-for-the-busy-insurance-agent#.V4426PkrKUk">curate</a>.<br />
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16.<span style="white-space: pre;" class="Apple-tab-span"> </span>Know your audience. Know what they want to read. Write about those topics. <br />
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17.<span style="white-space: pre;" class="Apple-tab-span"> </span>Places to look for blogging inspiration: your hobbies, your clients, Google search recommendations, local events, industry news, the ITC monthly <a href="https://www.getitc.com/blog/tag/10%20ideas/">10 topic ideas </a>post.<br />
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18.<span style="white-space: pre;" class="Apple-tab-span"> </span>Keep a document to write down blog topics as you think of them. Then, you’ll always have something to write about.<br />
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19.<span style="white-space: pre;" class="Apple-tab-span"> </span>Use an editorial calendar to track topics and when you plan to write about them. It will help you stick to your publishing schedule and know what you need to write before you actually write.<br />
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20.<span style="white-space: pre;" class="Apple-tab-span"> </span>Focus on topics your audience finds valuable.<br />
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21.<span style="white-space: pre;" class="Apple-tab-span"> </span>Great topic idea: Answer a frequently asked question.</blockquote><br />
<strong>Writing<br />
</strong><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">22.<span style="white-space: pre;" class="Apple-tab-span"> </span>Before you do any writing, research. Next, create an outline. Don’t write until you’ve done those two things first.<br />
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23.<span style="white-space: pre;" class="Apple-tab-span"> </span>Write like you talk.<br />
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24.<span style="white-space: pre;" class="Apple-tab-span"> </span>Use logic and emotion to create <a href="https://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website#.V46BsPkrJph">high-quality content</a>.<br />
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25.<span style="white-space: pre;" class="Apple-tab-span"> </span>Average attention span is 140 characters. Get to the point and write clearly.<br />
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26.<span style="white-space: pre;" class="Apple-tab-span"> </span>Use easy-to-understand language instead of industry jargon to explain your point.<br />
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27.<span style="white-space: pre;" class="Apple-tab-span"> </span>Turn off distractions while writing a blog post.<br />
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28.<span style="white-space: pre;" class="Apple-tab-span"> </span>Use first- and second-person pronouns (I and you). It helps start a conversation between you and your readers.<br />
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29.<span style="white-space: pre;" class="Apple-tab-span"> </span>Write short blog posts (400 words or less). They do just as well at engaging readers as long posts.<br />
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30.<span style="white-space: pre;" class="Apple-tab-span"> </span>Write long blog posts (more than 1,000 words). They help with long tail keywords and help you get targeted traffic.<br />
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31.<span style="white-space: pre;" class="Apple-tab-span"> </span>Personal stories and experiences do well.<br />
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32.<span style="white-space: pre;" class="Apple-tab-span"> </span>There’s a story in everything, even in what might be a more technical post. Tell the story.<br />
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33.<span style="white-space: pre;" class="Apple-tab-span"> </span>Make the introduction short and engaging.<br />
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34.<span style="white-space: pre;" class="Apple-tab-span"> </span>Write a conclusion. It’s a great place to summarize your blog and provide key takeaways.<br />
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35.<span style="white-space: pre;" class="Apple-tab-span"> </span>Don’t be afraid of the ugly first draft.</blockquote><br />
<strong>Editing<br />
</strong><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">36.<span style="white-space: pre;" class="Apple-tab-span"> </span>Take a break between finishing the ugly first draft and editing it.<br />
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37.<span style="white-space: pre;" class="Apple-tab-span"> </span>Proofread, proofread, proofread. Use spellcheck. Poor grammar and typos hurt your insurance website.<br />
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38.<span style="white-space: pre;" class="Apple-tab-span"> </span>Don’t ramble. Keep your blog post on focus. Make sure every word in your post is relevant to your main idea and your audience.<br />
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39.<span style="white-space: pre;" class="Apple-tab-span"> </span>Remove unnecessary words, sentences or sections.<br />
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40.<span style="white-space: pre;" class="Apple-tab-span"> </span>Get a second set of eyes to review your blog post. Another person can help catch things you might miss otherwise.<br />
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41.<span style="white-space: pre;" class="Apple-tab-span"> </span>Read it out loud. You will find where you need to expand more and what you can cut. Plus, you’ll catch grammatical errors when you hear it versus read it.</blockquote><br />
<strong>Headlines and Formatting<br />
</strong><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">42.<span style="white-space: pre;" class="Apple-tab-span"> </span>Your headline is the most important part of your blog. It will attract attention and get people to click and read your content.<br />
<br />
43.<span style="white-space: pre;" class="Apple-tab-span"> </span>Make it clear in the headline what a person can expect to learn by clicking.<br />
<br />
44.<span style="white-space: pre;" class="Apple-tab-span"> </span>Keep the headline tweetable. In other words, shorter than 140 characters.<br />
<br />
45.<span style="white-space: pre;" class="Apple-tab-span"> </span>When writing a headline, use magazines or Buzzfeed as inspiration. They know how to write headlines that get people to read.<br />
<br />
46.<span style="white-space: pre;" class="Apple-tab-span"> </span>If it’s a large block of text, people won’t read your blog post.<br />
<br />
47.<span style="white-space: pre;" class="Apple-tab-span"> </span>Use sub-headings, lists, bullet points, call out quotes, and images to break up the text.<br />
<br />
48.<span style="white-space: pre;" class="Apple-tab-span"> </span>Use blog tags so people can find related posts in your archives.<br />
<br />
49.<span style="white-space: pre;" class="Apple-tab-span"> </span>Mix up your <a href="https://www.getitc.com/blog/marketing/2016/01/18/the-best-blog-post-formats-for-your-insurance-agency-website#.V443p_krKUk">blog formats</a> so you don’t get stuck in a rut.<br />
<br />
50.<span style="white-space: pre;" class="Apple-tab-span"> </span>Use short paragraphs.<br />
<br />
51.<span style="white-space: pre;" class="Apple-tab-span"> </span>Include a strong call to action at the end. <br />
<br />
52.<span style="white-space: pre;" class="Apple-tab-span"> </span>We’re visual creatures. Include images!<br />
<br />
53.<span style="white-space: pre;" class="Apple-tab-span"> </span>DON’T use an image you found on Google. If you can’t get your own photography, use <a href="https://www.getitc.com/blog/marketing/2014/05/27/avoid-fines-and-understand-image-usage-rights-and-licensing#.V4430fkrKUk">stock image providers</a>. They don’t cost a lot and are worth avoiding the fines.<br />
<br />
54.<span style="white-space: pre;" class="Apple-tab-span"> </span>Animated GIFs can add visual interest and fun. People love them. Use them where relevant.</blockquote><br />
<strong>SEO</strong><br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">55.<span style="white-space: pre;" class="Apple-tab-span"> </span>Write for people, not search engines. <br />
<br />
56.<span style="white-space: pre;" class="Apple-tab-span"> </span>Search engines like websites that update their content. How do you add new content? Blog.<br />
<br />
57.<span style="white-space: pre;" class="Apple-tab-span"> </span>Every blog post needs to include links to other pages on your website and other blog posts.<br />
<br />
58.<span style="white-space: pre;" class="Apple-tab-span"> </span>Use keywords in your posts sparingly. You don’t want to force it. Use keywords where it sounds the most natural.<br />
<br />
59.<span style="white-space: pre;" class="Apple-tab-span"> </span>Blogging can increase awareness, drive website traffic, build loyalty, and influence buying decisions.<br />
<br />
60.<span style="white-space: pre;" class="Apple-tab-span"> </span>Use Google Analytics. Look at what posts get the most traffic. Write more of those. Stop writing about topics that don’t get attention.<br />
<br />
61.<span style="white-space: pre;" class="Apple-tab-span"> </span>Include an <a href="https://www.getitc.com/blog/marketing/2015/10/28/7-steps-to-optimizing-images-for-seo#.V444APkrKUk">alt tag for every image</a> you use.<br />
<br />
62.<span style="white-space: pre;" class="Apple-tab-span"> </span>Write some evergreen blog posts (posts that are not time specific and that can stand up years from now). They continue to bring in traffic for years to come. (Like <a href="https://www.getitc.com/blog/marketing/2013/03/25/how-to-create-an-insurance-agency-marketing-plan#.V444FvkrKUk">this one I wrote </a>three years ago. It is still one of our most popular blog posts.)<br />
<br />
63.<span style="white-space: pre;" class="Apple-tab-span"> </span>A quality blog post gets more shares and backlinks than a keyword rich one.</blockquote><br />
<strong>Promotion<br />
</strong><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">64.<span style="white-space: pre;" class="Apple-tab-span"> </span>Promote your blog. Share links to your posts on social media. Include snippets in your newsletter and on your home page. Mention it as a resource when hosting an event or talking to a client. <br />
<br />
65.<span style="white-space: pre;" class="Apple-tab-span"> </span>When sharing a blog post on Twitter, don’t be afraid to share it more than once. Just make sure it’s not back to back, and you change the commentary with the link each time.<br />
<br />
66.<span style="white-space: pre;" class="Apple-tab-span"> </span>Allow comments on your blog and respond to every commenter. Encourage conversation as it strengthens a relationship.<br />
<br />
67.<span style="white-space: pre;" class="Apple-tab-span"> </span>Add an RSS feed to your blog, and ask your clients to subscribe so they always see your new posts.<br />
<br />
68.<span style="white-space: pre;" class="Apple-tab-span"> </span>Repurpose blog content in social media posts, newsletters, images, tips, etc.<br />
<br />
69.<span style="white-space: pre;" class="Apple-tab-span"> </span>Guest blog on other people’s websites. It helps to promote you and your website.<br />
</blockquote><br />
<strong>Final Thoughts<br />
</strong><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">70.<span style="white-space: pre;" class="Apple-tab-span"> </span>Great bloggers are not born in a single blog post. It takes time and practice.<br />
<br />
71.<span style="white-space: pre;" class="Apple-tab-span"> </span>Don’t be sales-y. Your goal with blog should not be self-promotion. It should be to help your readers and build trust.<br />
<br />
72.<span style="white-space: pre;" class="Apple-tab-span"> </span>Once you get comfortable blogging, try something new – a new format, a new topic – and push yourself.<br />
<br />
73.<span style="white-space: pre;" class="Apple-tab-span"> </span>Don’t be afraid to make mistakes. I hate to make them, but mistakes happen. Learn from them and see them as an opportunity to improve yourself and your blogging.<br />
<br />
74.<span style="white-space: pre;" class="Apple-tab-span"> </span>Push through the uncomfortable stage. It will be hard when you first start blogging. It gets easier the more you do it.<br />
<br />
75.<span style="white-space: pre;" class="Apple-tab-span"> </span>Have fun!</blockquote><br />
<strong>Bonus Lesson<br />
</strong><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">76.<span style="white-space: pre;" class="Apple-tab-span"> </span>Blogging is hard work. <a href="https://www.getitc.com/blog/marketing/2016/06/22/the-cost-of-insurance-website-traffic#.V444ffkrKUk">But it’s worth it</a>.</blockquote><br />
<br />
In eight years, we’ve written a lot of words on our blog. We’ve tried new things and learned a lot of lessons along the way. I hope you’ve learned something new today you can apply to your own blog.<br />
<br />
<em>What lessons have you learned from blogging? Leave yours in the comments below.</em><br />
<div><br />
</div>urn:uuid:979Why You Need to Make It Easy for Consumers - Agency Management BlogConsumers want simplicity. They want you to make it easy for them. Here’s what you can do to make it easy2016-07-19T09:00:00Z2024-03-19T05:52:04Z<a target="_blank" href="https://news.cebglobal.com/press-releases?item=128138"><img style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="standing at a crossroads" src="/images/blog/BeckySchroederBlogs/Crossroads.jpg" />A survey a few years ago</a> asked consumers what drives them to buy from and recommend companies. The single biggest reason? How easy it is for a consumer to get information and weight their options.<br />
<br />
Consumers want simplicity. Here’s an example.<br />
<br />
Last week in the car on a road trip, I was talking with my husband about a birthday gift for his dad. We decided on a pair of Keens as my husband loves his pair and thought his dad might enjoy them too. <br />
<br />
Since his birthday was the next day and I don’t have much free time to go shopping, I pulled out my phone. Using the Zappos app, I found the right pair and had them shipped directly to my father-in-law. The whole process took me less than 10 minutes and was incredibly easy.<br />
<br />
Zappos gets a lot of recognition for its stellar customer service. And, there’s no denying how much consumers love the online retailer. <br />
<br />
Why do they love Zappos? Because it is so easy to buy from Zappos. Because it is so easy to return an item. Because Zappos goes out of their way to make it easy.<br />
<br />
<h2>Consumers Have Control</h2>
<br />
For hundreds of years, agents controlled the process to buy insurance. They were the only way to get the insurance we need.<br />
<br />
That’s no longer the case. As consumers started to use technology more, their expectations changed. <br />
<br />
Consumers took control of the insurance buying process by choosing options that are easy. (<a target="_blank" href="https://www.oracle.com/applications/customer-experience/service/">89 percent of consumers </a>switch to a competitor following a poor customer experience.) Now, they have more choices, more sources, more opportunities than ever before. <br />
<br />
The insurance industry has not kept the same pace in adopting technology, which has created a gap. The shift of control to consumers is why we’re seeing these insurtech startups trying to fill this gap. <a target="_blank" href="https://www.getitc.com/blog/rating/2016/02/22/no-time-for-a-victory-lap-the-shutdown-of-google-compare#.V4zuc_krKUk">Not all have been successful yet</a>. But they’re not going to stop coming. <br />
<br />
Meeting or exceeding a consumer’s expectations is not enough to win her loyalty. You have to provide such great service that she uses minimal effort to buy from you. <br />
<br />
Not making it easy will kill a consumer’s experience with your agency. <br />
<br />
<h2>Are You Easy to Work With?</h2>
<br />
You might think you’re easy to work with. But, what if your assumptions don’t line up with what a consumer actually experiences? <br />
<br />
Take off your agency owner hat for a moment. Think like a consumer, and secret shop your agency. (If you’re having trouble, ask a friend who is not readily familiar with your agency to do it.)<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
1.<span style="white-space: pre;" class="Apple-tab-span"> </span><strong>Do a search online for your main line of business and your town.</strong> Does your<strong> <a href="https://www.getitc.com/!/insurance-agency-website">insurance agency website</a> </strong>appear in the first page of results? If so, is it displaying the correct information? If not, you need to look at optimizing your website better.<br />
<br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
2.<span style="white-space: pre;" class="Apple-tab-span"> </span><strong>Click on your website.</strong> Look at it as if you were a consumer looking at it for the first time. Is it clear where to go to <a href="https://www.getitc.com/blog/marketing/2016/07/11/3-simple-ways-to-generate-more-leads-on-your-insurance-website#.V4zu9vkrKUk">request a quote</a>? Is it obvious how to contact you with questions? Do you provide more than one way to contact your agency? Are you providing as many answers and <a href="https://www.getitc.com/blog/marketing/2014/03/26/the-secret-to-what-clients-want-from-your-insurance-agency-website#.V4zvC_krKUk">helpful information</a> as you can on your website?</blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
3.<span style="white-space: pre;" class="Apple-tab-span"> </span><strong>Go through the process to request a quote.</strong> Was it <a href="https://www.getitc.com/blog/marketing/2014/04/29/the-long-or-short-form-debate#.V4zvJvkrKUk">time consuming and difficult</a>? How quickly do you get a response? If you provide comparative rates on your website, how long did it take and what was that process like? Fill out a contact form. How quickly do you get a response? What was the response?</blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
4.<span style="white-space: pre;" class="Apple-tab-span"> </span><strong>Call your agency.</strong> Did a person pick up right away? Or do you have to navigate a menu? How easy is it to get a person on the phone? How long did you have to wait? When a person answered, was he or she friendly and helpful? </blockquote><br />
Think of all the ways you interact with your clients. Are you doing everything you can to keep it easy for your clients? Is your website easy to use on all devices, including smartphones? Look at everything you do, and ask yourself: How can I make this easier for my clients?<br />
<br />
<h2>What You Can Do</h2>
<br />
A client-first focus leads to more loyalty, more referrals, more business. Consider Zappos again. They have more than a billion dollars in annual sales. They got there by making every part of the process as easy as they could.<br />
<br />
Here are some ways you can make it easy for a consumer to choose you.<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
1.<span style="white-space: pre;" class="Apple-tab-span"> </span><strong>Be where consumers are.</strong> 85 percent of consumers search for local businesses online.<br />
<br />
If you don’t have an insurance agency website, get one. If it’s been a few years, it’s probably <a href="https://www.getitc.com/blog/marketing/2015/08/31/have-flash-its-time-to-upgrade-your-insurance-website-design#.V4zvcPkrKUk">time for a refresh</a>. Make sure it’s <a href="https://www.getitc.com/blog/marketing/2015/05/21/masters-of-marketing-mobile-website-best-practices#.V4zvcPkrKUk">mobile friendly.</a> Consumers are using multiple devices during the research and sales process. You want your website to look great no matter what they’re using to view it. <br />
<br />
Think beyond the website. Whatever way a client wants to engage with you, be there. That can include social media and email. </blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
2.<span style="white-space: pre;" class="Apple-tab-span"> </span><strong>Provide great service.</strong> <a href="https://www.getitc.com/blog/marketing/2015/08/05/what-is-marketing-and-why-does-it-matter#.V4zvrvkrKUk">Respond quickly</a> to quote and contact requests. Follow through on what you say you’ll do. <br />
<br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
3.<span style="white-space: pre;" class="Apple-tab-span"> </span><strong>Ask for feedback. </strong>Use surveys to find out what your clients think of your agency and service. Listen to what they have to say. </blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
4.<span style="white-space: pre;" class="Apple-tab-span"> </span><strong>Review your processes.</strong> Look for places where you are making it more difficult for consumers. Remove the hoops they have to jump through. Simplify.</blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
5.<span style="white-space: pre;" class="Apple-tab-span"> </span><strong>Check your technology.</strong> If you’re not using the <a href="https://www.getitc.com/blog/management/2016/03/15/choosing-the-right-insurance-agency-software-vendor#.V4zv4vkrKUk">right insurance agency software</a>, find what you need to make your agency better. <br />
<br />
Implement good technology and processes. Train your staff to use the software and follow processes correctly. Use all your technology to their fullest potential. <a href="https://www.getitc.com/blog/rating/2016/03/22/how-successful-insurance-agencies-apply-em2c#.V4zv5fkrKUk">Monitor and measure</a>.</blockquote>
<br />
<br />
Agencies that make it easy for consumers are winning your opportunities. Competition is only growing. If you want to compete and win, make it easy for consumers, and they will choose you.<br />
<br />
<em>
Want to learn more tips and proven strategies other agents have used to grow their businesses? Join us at <a target="_blank" href="http://www.agentconference.org/">Agent Conference</a> April 20-21, 2017 in Grapevine, Texas!</em><br />
<div></div>urn:uuid:977Avoid Unnecessary Costs With These 5 Insurance Website Design Questions - Agency Marketing BlogThese five questions will save you time and money when working with an insurance website design firm. 2016-07-18T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/TinoIzuoraBlogs/piggybank.jpg" alt="piggybank" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Like a storefront displaying products, your website showcases all your agency has to offer. Consumers are more likely to stay on websites that are well designed. <br />
<br />
You have <a href="https://www.getitc.com/blog/marketing/2013/01/30/website-smackdown-insurance-website-builder-vs-wordpress#.V4kM7PkrKUk">options</a> you can explore when creating a new <a href="https://www.getitc.com/!/insurance-website"><strong>insurance website</strong></a>. Most agents who aren’t technologically inclined hire a professional website designer. Like any project, though, unexpected costs are a possibility.<br />
<br />
Save yourself time and money. Before you hire an insurance website design firm, ask them these five questions.<br />
<span class="Apple-tab-span" style="white-space: pre;"> </span><br />
<strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Do you do design all the work yourself? </strong><br />
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Some designers are a jack of all trades, and you can use them as a one-stop-shop. These designers handle everything in house. <br />
<br />
Other design firms might outsource work to individuals who specialize in different design aspects. This may be more costly, as opposed to designers who take care of everything in-house. <br />
<br />
Firms have to pay whomever it is they're sending work to. To recoup costs, they might increase the price of their quotes.<br />
<br />
Asking this question will help you avoid surprises down the road about how work is completed. It will give you a more transparent view into the build of your insurance website. <br />
<br />
<strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>How long of a turnaround time should I expect? <br />
</strong><br />
The time it takes to complete a new insurance website can vary based on many factors. <br />
<br />
Does the designer have all the website content needed? How experienced is the designer? Are you making the key decisions about your website on time?<br />
<br />
All these can delay the launch of a new website. <br />
<br />
Also, it’s important to have clear deadlines in place so you both have the same expectations. Here at ITC, our <a href="https://www.getitc.com/products/websites/">Insurance Website Builder</a> clients expect a turnaround time of about two weeks. <br />
<br />
<strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Do you design from the ground up or do you use premade templates? </strong><br />
<br />
Designers make a website one of two ways. It is either designed completely from scratch, or it’s designed using premade templates.<br />
<br />
Both have their advantages. <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2014/09/22/is-an-insurance-website-template-better-for-your-agency#.V4kNPPkrKUk">Templates</a> are often used for budget-friendly websites. You can buy a template for a lot less than it costs to build a website from scratch. From there, you can have it customized to your agency. <br />
<br />
With an insurance website template, you benefit from design and user experience best practices. Templates are perfect for individuals who want a website fast and are on a budget. <br />
<br />
But, designing from scratch offers control over every single aspect of your website. This type of design is great for unique, custom projects. If you have a larger budget and want a lot of custom features and graphics, this may be a good option. <br />
<br />
<strong>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Once the website is complete, can I make changes or do I have to go through you? </strong><br />
<br />
A website is never done, but rather it<a href="https://www.getitc.com/blog/marketing/2015/05/08/we-redesigned-our-website-heres-why#.V4kNUfkrKUk"> evolves over time.</a> At some point, you’ll need to update and maintain your website. To do so, you’ve got two routes. <br />
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First, you can work out a deal between you and your insurance website design firm. They can agree to complete certain kinds of revisions as requested. <br />
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Or, you can learn how to manage your website using all the knowledge the internet has to offer. Sometimes all you need is to update a phone number. Small updates like that are easy to handle yourself.<br />
<br />
It can be cheaper to maintain it yourself, but you should only do it if you feel comfortable doing so. <br />
<br />
<strong>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Do you charge by the hour or by the project? <br />
</strong><br />
Get to know the designer’s pricing schedule to avoid surprises. <br />
<br />
Most designers either charge an hourly rate or a combination of hourly and set prices. <br />
<br />
There are many reasons for this. One is certain tasks lend themselves to an hourly rate, while others are better suited for a set price.<br />
<br />
For example, tasks that take a varying amount of time have an hourly rate. Set price tasks are more routine and take the same amount of work and time no matter the client.<br />
<br />
Here’s what this could look like.<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
<strong>a.<span class="Apple-tab-span" style="white-space: pre;"> </span>Planning </strong>– Hourly rate<br />
<strong>b.<span class="Apple-tab-span" style="white-space: pre;"> </span>Design</strong> – Set amount and hourly rate per revisions<br />
<strong>c.<span class="Apple-tab-span" style="white-space: pre;"> </span>Programming</strong> – Set amount<br />
<strong>d.<span class="Apple-tab-span" style="white-space: pre;"> </span>Setup and launch</strong> – Set amount</blockquote><br />
<br />
A lot of the time, these things can go overlooked. Or, there might be some sort of miscommunication between you and the designer. That’s why it’s important to ask the right questions and get every agreement in writing. <br />
<br />
You'll have a successful new website with a cemented relationship with a talented designer. But most importantly, you’ll have peace of mind.<br />
<br />
<br />
<em>Thinking about updating your insurance agency’s website? <a href="https://www.getitc.com/products/websites/webinar.aspx">Learn more </a>about Insurance Website Builder, a <a href="https://www.getitc.com/release/2016/06/29/itc-named-a-top-technology-provider-in-insurance-business-america#.V4kNhfkrKUk">top technology provider</a> as seen in Insurance Business America. </em><br />
<div><br />
</div>urn:uuid:978What's in Release 6.0.39.12 of InsurancePro - Agency Management BlogThese are the changes in the latest release of ITC’s agency management system InsurancePro.2016-07-18T06:00:00Z2024-03-19T05:52:04ZThese are the enhancements that are included in the latest release of agency management system InsurancePro (Release 6.0.39.12).<br />
<br />
<ul class="ulstyle-bullets">
<li>Corrected an issue with new installs not bringing up email center.</li>
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<li>Corrected display issue with emails on the policy summary screen. </li>
<br />
<li>Corrected an issue with running the cloud file synchronization.</li>
<br />
<li>Corrected some compatibility issues with Adobe Reader
requirement for .NET - will now be .NET 4.5.</li>
<br />
</ul>urn:uuid:976QUIZ: Do You Know Your Insurance Animal Mascots? - Agency Marketing BlogAnimals help convey an insurance company’s mission and values. Can you match these eight animals with the right company?2016-07-13T09:00:00Z2024-03-19T05:52:04ZThere are quite a few technology companies that use animals in their logos. MSN uses a butterfly. Mozilla's fox. Twitter is a bird.
<br />
<br />
Insurance companies are no different. I’m sure you can think of a few examples off the top of your head that feature animals in their marketing efforts. Sometimes animals even serve as company spokespeople.
<br />
<br />
Have you ever wondered why so many companies use animals in their branding?
<br />
<br />
<h2>Psychology Behind Animals</h2>
<br />
According to the <a target="_blank" href="http://www.acrwebsite.org/volumes/7982/volumes/v23/NA-23">Association for Consumer Research</a>, animals in marketing embody desirable cultural meanings.
<br />
<br />
Simply put, animals act as communication tools for brands. They are commonly associated with certain traits. For example, the fox that is resourceful or the butterfly that flutters freely.
<br />
<br />
In turn, animals transfer these desirable cultural meanings to their associated companies.
<br />
<br />
For a browser that wants to be seen as fast access to the internet, a fox is a great symbol. The butterfly is a good representation of a search engine that wants to help you roam the internet.
<br />
<br />
There’s an inherent emotional connection that humans have with animals. They are captivating to humans. Companies and advertisers leverage that emotional connection to their advantage.
<br />
<br />
For example, using an animal in a logo is a great way to convey the company's core values and mission in one image.
<br />
<br />
Animals can also make the company easier to identify and the brand more memorable.
<br />
<br />
<h2>Test Your Knowledge</h2>
<br />
Can you guess which animals belong to the following insurance companies?
<br />
<br />
Aflac, Nationwide, GEICO, MetLife, Elephant Auto Insurance, The Hartford, Applied Underwriters, ING Group.
<br />
<br />
Keep track of your answers, and compare to the answer key after the quiz.<br />
<br />
<br />
<table cellpadding="5" style="width: 700px;">
<tbody>
<tr>
<td style="border: 0px none; text-align: center; vertical-align: middle;"><img style="vertical-align: middle; margin: 5px;" alt="Gecko on tree branch" src="/images/blog/DarminiKaraBlogs/Geco.jpg" /> </td>
<td style="border: 0px none; text-align: left; padding-left: 10px; vertical-align: middle;">1. We'll start off easy. This animal made its first appearance during the 2000 television season and quickly became an advertising icon. <br />
</td>
</tr>
<tr>
<td style="border: 0px none; text-align: center; vertical-align: middle;"> <img style="vertical-align: middle; margin: 5px;" alt="Elephant" src="/images/blog/DarminiKaraBlogs/Elephant.jpg" /></td>
<td style="border: 0px none; text-align: left; padding-left: 10px; vertical-align: middle;">2. This company adopted an elephant named Gypsy. She currently lives at the PAWS Sanctuary in California. <br />
</td>
</tr>
<tr>
<td style="border: 0px none; text-align: center; vertical-align: middle;"> <img style="margin: 5px;" alt="Duck" src="/images/blog/DarminiKaraBlogs/Duck.jpg" /></td>
<td style="border: 0px none; text-align: left; padding-left: 10px; vertical-align: middle;">3. This annoyingly-voiced duck made it's TV debut in 2000. Four years later, it was inducted into the Madison Avenue Advertising Walk of Fame.<br />
</td>
</tr>
<tr>
<td style="border: 0px none; text-align: center; vertical-align: middle;"><img style="margin: 5px;" alt="Stag" src="/images/blog/DarminiKaraBlogs/Stag.jpg" /> </td>
<td style="border: 0px none; text-align: left; padding-left: 10px; vertical-align: middle;">4. First seen in 1861, this animal represents 200 years of strength and stability. It also symbolizes the company’s vision for the future. The company used color in its logo for the first time in 1996. They chose burgundy because it represents power and leadership.<br />
</td>
</tr>
<tr>
<td style="border: 0px none; text-align: center; vertical-align: middle;"> <img style="margin: 5px;" alt="Beagle Dog" src="/images/blog/DarminiKaraBlogs/Beagle.jpg" /></td>
<td style="border: 0px none; text-align: left; padding-left: 10px; vertical-align: middle;"> <br />
5. This company reportedly pays $12 million a year in licensing rights for this popular comic strip canine.<br />
</td>
</tr>
<tr>
<td style="border: 0px none; text-align: center; vertical-align: middle;"> <img style="width: 300px; height: 196px; margin: 5px;" alt="Lion" src="/images/blog/DarminiKaraBlogs/Lion.jpg" /></td>
<td style="border: 0px none; text-align: left; padding-left: 10px; vertical-align: middle;">6. The color of this company's logo goes all the way back to its Dutch roots. Orange is the national color of the Netherlands.</td>
</tr>
<tr>
<td style="border: 0px none; text-align: center; vertical-align: middle;"> <img style="margin: 5px;" alt="eagle flying" src="/images/blog/DarminiKaraBlogs/Eagle.jpg" /></td>
<td style="border: 0px none; text-align: left; padding-left: 10px; vertical-align: middle;">7. In 2014, this company changed its logo to include an eagle as it resonated well with customers.<br />
</td>
</tr>
<tr>
<td style="border: 0px none; text-align: center; vertical-align: middle;"> <img style="margin: 5px;" alt="saint bernard dog" src="/images/blog/DarminiKaraBlogs/Saint-Bernard.jpg" /></td>
<td style="border: 0px none; text-align: left; padding-left: 10px; vertical-align: middle;">8. The Saint Bernard represents strength, dependability, intelligence and diligence. Something this company prides themselves on, too. </td>
</tr>
</tbody>
</table>
<br />
<br />
Let us know in the comments how many you got right. Thought this was quiz was too easy? If we get enough shares, we'll do another tougher quiz!<br />
<br />
<strong>Answers:</strong><br />
1. GEICO 2. Elephant Auto Insurance 3. Aflac 4. The Hartford 5. MetLife 6. ING Group <br />
7. Nationwide 8. Applied Underwriters.urn:uuid:974ACORD Forms Update (June 2016) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in June 2016.2016-07-12T09:00:00Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<div><br />
<strong>Forms with New Revision Dates</strong><br />
67 2016/10 replaces 2015/07 - IL/IN/KY/WV Mine Subsidence Property Insurance Supplement (for use on or after 10/1/2016)<br />
785 2016/07 replaces 2011/07 - Request for Proposal - Employee Benefits<br />
786 2016/07 replaces 2011/09 - Request for Proposal - Life Supplement<br />
787 2016/07 replaces 2011/12 - Request for Proposal - Short Term Disability Supplement<br />
788 2016/07 replaces 2010/05 - Request for Proposal - Long Term Disability Supplement<br />
951e 2016/07 replaces 2015/12 - 1035 Exchange/Rollover/Transfer eForm<br />
<br />
<br />
<strong>New Forms</strong><br />
50 MD 2016/10 - Maryland Motor Vehicle Liability Insurance Identification Card (for use on or after 10/1/2016)<br />
761 FL 2016/07 - Florida Surrender of an Annuity or Life Insurance Policy<br />
<br />
<br />
</div>urn:uuid:975This is the Way: Misty Hoskins - Agency Rating BlogMisty Hoskins is known for her infectious laugh, which she says is her best everyday habit. Learn more about Misty and how she works.2016-07-12T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/ThisistheWay/MistyHoskins/This-is-the-Way.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" alt="This is the Way: Misty Hoskins" /><br />
<br />
A transplant from Louisiana, Misty Hoskins moved to Texas 30 years ago. She spent 10 years in the restaurant industry before she decided she wanted a change. Misty was choosing between the insurance and real estate industries. Insurance won because helping clients find the best insurance renewal after renewal seemed to be what she was looking for. <br />
<br />
Misty joined Auto Insurance Discounters as an agent in 2001. Over the years she succeeded in different roles in the agency working her way up to vice president. After the agency was sold, Misty stayed on an additional year to help with the transition. <br />
<br />
After the transition was complete, she felt ready to make a big impact on a broader scale in the industry so she joined ITC in 2012. “I feel the switch to ITC was the best decision of my life. I’m making a big impact on agencies through my experience and able to show the manager and owners tools that can help in various ways.”<br />
<br />
I spoke with Misty about her time in the industry and how she manages her to-do list. This is the way Misty works.<br />
<br />
<><><><br />
<br />
<strong>Location: <br />
</strong><br />
Friendswood, Texas <br />
<br />
<strong>Current gig: </strong><br />
<br />
Regional sales manager at ITC<br />
<br />
<strong>What is it you like about the industry? </strong><br />
<br />
People helping people. Most agency owners and carriers have passion about what they do and that excites me. <br />
<br />
<strong>One word that describes how you like to work.</strong><br />
<br />
Tenacious <br />
<br />
<strong>Current mobile device: </strong><br />
<br />
Galaxy Note 5 (I am overdue for an upgrade.) <br />
<strong><br />
Current computer: </strong><br />
<br />
ThinkPad Ultrabook <br />
<br />
<img src="/images/blog/ThisistheWay/MistyHoskins/Misty-Michael-Hoskins.jpg" style="width: 500px; height: 500px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Misty Hoskins and husband Michael" /><br />
<br />
<strong>Project(s) you’re currently working on. </strong><br />
<br />
I have a few, but the one I am excited about is the two to three small workshops for my existing clients and potential clients in Texas, Illinois and Indiana. I’m going to review in a class setting how our <a href="https://www.getitc.com/products/rating/">comparative rater</a> TurboRater and our <a href="https://www.getitc.com/products/management">agency management system</a> InsurancePro can help increase revenue, save time, improve efficiency, and monitor an agency’s success. I also plan to show the value of <a href="https://www.getitc.com/products/automated-agency-marketing">drip email marketing</a> and an <a href="https://www.getitc.com/products/websites/">insurance agency website</a>. <br />
<br />
<strong>Accomplishments you’re proud of. </strong><br />
<br />
At Auto Insurance Discounters, I became the vice president in a rather short period of time, and at ITC I am one of the top regional sales managers. <br />
<strong><br />
What are your goals for the next 12 months? <br />
</strong><br />
I have two personal goals that are both tough. First, I am taking care of my dad in hospice. Second, my oldest son is getting married in December. Typically, I have more work goals, but this year it’s about family. Luckily, I work for an awesome company that understands and is supportive beyond measure. <br />
<br />
<strong>What technology, apps or tools can’t you live without? </strong><br />
<br />
Waze, Uber, Fitbit, Skype for Business<br />
<br />
<strong>Describe your workspace. </strong><br />
<br />
Zen. I have my Young Living diffuser going with the smell I decided to go with that day. Light music or TV on in the next room while I work away on my laptop with two monitors. I can look out the bay windows of my office and see the bird bath I set up with a bird feeder. Between the squirrels and birds outside the window, it is a peaceful and relaxing way to work. <br />
<strong><br />
How do you manage your to-do list? </strong><br />
<br />
Put it on paper and mark it off. <br />
<br />
<strong>What do you do when you finish a project? </strong><br />
<br />
Move on to the next.<br />
<br />
<img alt="Misty Hoskins and her favorite food" style="width: 375px; height: 500px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/MistyHoskins/crawfish.jpg" /><br />
<br />
<strong>What’s your best time-saving tip or hack?</strong> <br />
<br />
I don’t have one. (Next project is to find a time-saving tip.)<br />
<br />
<strong>What does a typical day look like for you? </strong><br />
<br />
Wake up early and take my three dogs out and love on them because they are my fur-kids. Have coffee with the husband and go over our daily/weekly schedule. Get in the office early and focus on industry news. Review all my social media (Facebook, <a href="https://www.linkedin.com/in/misty-hoskins-1414608" target="_blank">LinkedIn</a> and <a href="https://twitter.com/mistyhoskins" target="_blank">Twitter</a>). Make a ton of calls to agents and carriers to help in any way possible. I end my work day between 6:00 and 6:30. Cook dinner, relax with the family, and then back to bed at 9:00. <br />
<br />
<strong>What do you like most about your job? </strong><br />
<br />
Everything! I work with the best people here at ITC. I am surrounded by fabulous carriers and agents. I have no complaints about any part of my job, but I also can’t think of a single item I like the most. <br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
Laugh, laugh and laugh! <br />
<br />
<strong>What do you listen to while working?</strong> <br />
<br />
I like background noise. TV, radio and just about anything that is off in the distance, but I have to have noise around me. <br />
<br />
<strong>What are you currently reading? </strong><br />
<br />
“The Third Wave” by Steven Case<br />
<br />
<strong>How do you decompress? </strong><br />
<br />
Play with my dogs Cholula, Coco and BooRay.<br />
<br />
<img src="/images/blog/ThisistheWay/MistyHoskins/Misty-dog-Coco.jpg" style="width: 500px; height: 375px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Misty Hoskins and dog Coco" /><br />
<br />
<strong>What’s your sleep routine like? </strong><br />
<br />
I get in bed around 9:00 p.m., and I sleep a good solid 8 hours. <br />
<br />
<strong>What’s your favorite blog and/or podcast? </strong><br />
<br />
Why <a href="https://www.getitc.com/blog/marketing/">ITC’s marketing blog</a>, of course. <br />
<br />
<strong>Who are your business idols and why? </strong><br />
<br />
Zig Ziglar because he is a strong Christian who has the best outlook. “You were born to win, but to be a winner, you must plan to win, prepare to win, and expect to win.”<br />
<br />
<strong>What is your motto or personal mantra? </strong><br />
<br />
We have one life so live it to the fullest and enjoy each day. <br />
<br />
<strong>What’s the best advice you’ve ever received? </strong><br />
<br />
If you work hard and give the best you got, then you know you did a good job, and that’s what matters. <br />
<strong><br />
What would you be doing if you weren’t working at ITC? </strong><br />
<br />
I would probably open up a boutique. I love making jewelry, and I have so many crafts I just enjoy making things that in return make people happy. <br />
<br />
<strong>Who would you like to see in a future <a href="https://www.getitc.com/blog/tag/this_is_the_way/"><em>This is the Way</em></a><em></em> post? </strong><br />
<br />
Lori Herrington, marketing director, and Paul Harrison, president, of <a href="http://www.aspenmga.com/" target="_blank">Aspen Insurance</a>. <br />
<br />
<em>The </em>This is the Way<em> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://www.twitter.com/instechcorp" target="_blank">Tweet us</a> or leave it in the comments below.</em>urn:uuid:9733 Simple Ways to Generate More Leads on Your Insurance Website - Agency Marketing BlogTurning traffic into leads on your insurance agency website is simple with these three tips.2016-07-11T09:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 300px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px; border-width: 1px; border-style: solid;" alt="money going into sales funnel" src="/images/blog/MattBlogs/Funnel.jpg" />When you work for the largest provider of<a href="https://www.getitc.com/products/websites/"> <strong>insurance agency websites</strong> </a>long enough, you start to hear the same few questions over and over. <br />
<br />
“How do I change a graphic?” <br />
<br />
“How do I update content?”<br />
<br />
“Why do I need a website?”<br />
<br />
“What’s a website?” <br />
<br />
Unfortunately, I’m only half-joking with the last one. <br />
<br />
<h2>Not Simply a Question of Traffic</h2>
<br />
Out of all those, one big question keeps coming up. I hear it from agents a lot.<br />
<br />
“Why am I paying X amount of dollars each month and not seeing the results I expected?” <br />
<br />
The answer to this question is often the same. <br />
<br />
It does no good to have 75 people on your website per day if they aren’t requesting a quote or completing a form.<br />
<br />
Oh sure, getting website traffic is important. But, if the traffic doesn’t convert, you have nothing to show for it. <br />
<br />
So how can you convert traffic into leads?<br />
<br />
<h2>Boosting Your Conversions</h2>
<br />
Here are three simple ideas that can help with your lead generation woes.<br />
<br />
<strong>
1.<span style="white-space: pre;" class="Apple-tab-span"> </span>Visibility </strong><br />
<br />
Visibility is one of the biggest problems agents face for lead generation. <br />
<br />
Quote forms are the source of online lead generation. But, if a visitor can’t find your form, it doesn’t exist. <br />
<br />
Also, if it takes too many clicks to contact you, they won’t do it. <br />
<br />
How do you resolve this on your insurance website? Put your form right in front of them. Make it almost impossible to miss, especially if you have something a competitor may not have. <br />
<br />
Embedded <a href="https://www.getitc.com/products/rating/website-rating/?camp=blog">comparative rating</a> engines are great if you sell auto insurance. <br />
<br />
A consumer rater can instantly provide a quote on your insurance agency website. You don’t have to do anything but make the rater easily accessible to a visitor. <br />
<br />
Even better… Put your quote form or rater right on your home page. Just because a comparative rater provides an auto insurance quote does not mean it has to be on your auto insurance page. <br />
<br />
For an example of what I’m talking about, check out <a href="http://guemizdel0c.qa.insurancewebsitebuilder.com/" target="blank">this insurance website template</a>. <br />
<br />
What was the first thing you noticed about the home page? Leave it in the comments below. <br />
<br />
<strong>
2.<span style="white-space: pre;" class="Apple-tab-span"> </span>Repetition</strong> <br />
<br />
Have you ever been shopping with kids? As you lead them through the store, they keep stopping to look at things. You have to coax them to go where you need them to go.<br />
<br />
Getting people to do what you want on your website, in some cases, can be similarly difficult. Take a look at <a target="blank" href="http://kotlinopu0c.qa.insurancewebsitebuilder.com/">this insurance website template</a>. <br />
<br />
Without scrolling, how many times do you see the word <strong>quote</strong>? I count five. (Your count may be different based on the size of your browser window and monitor.)<br />
<br />
Now, scroll. There are more sections where the website asks you to <em>Stay in Touch</em> or <em>Ask a Question</em>. The number of calls to action jumps to eight. <br />
<br />
If there’s a constant message throughout this insurance website, it’s <em>Reach Out to Us</em>. This is another successful way to get leads rolling in. <br />
<br />
Don’t just say it once. Repeat your message.<br />
<br />
<strong>
3.<span style="white-space: pre;" class="Apple-tab-span"> </span>Word of Mouth </strong><br />
<br />
Even in the digital age, word of mouth is a powerful tool. You don’t have to be a marketing expert to get the word out about what your insurance agency website.<br />
<br />
Next time you quote a policy or talk to a client, ask if they know anyone who could use your help. <br />
<br />
Make sure all your clients and prospects know you have a website. Furthermore, make sure they know they can get quoted for coverage without having to call or stop by. <br />
<br />
Put a note in your email signatures. It can be something as simple as “Need a quote? Visit <insert URL here>.” Need more ideas to market your insurance agency website? <a href="https://www.getitc.com/blog/marketing/2016/03/07/21-ideas-for-marketing-your-insurance-agency-website#.V4AZH_krKUk">We’ve got a few</a>.<br />
<br />
In reality, the way you generate leads is limited only by your imagination. These three tips will get you on a path to a more successful insurance agency website. <br />
<br />
At the end of the day, you have to make sure your clients and prospects know what you offer. <br />
<br />
<br />
<em>
Have you used any of these methods? Have any advice of your own? Tell us in the comments below.</em><br />
<div><br />
</div>urn:uuid:972Siri, Can You Update My Mobile SEO for 2016? - Agency Marketing BlogOptimizing your insurance website for mobile search just got a lot more imperative. Here’s what you can do. 2016-07-06T09:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 256px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="mobile phone " src="/images/blog/JoshBoweBlogs/Mobile-SEO.jpg" />Google has been focusing on mobile websites and mobile search results in the past few years. They are placing more importance on mobile-friendly websites.<br />
<br />
Now more than ever, you need to optimize your <strong><a href="https://www.getitc.com/!/insurance-website-designs">insurance website</a> </strong>for mobile. Otherwise, face the wrath of Google, and tumble down the search engine rankings. <br />
<br />
There are options to help your mobile SEO. <br />
<br />
<h2>The Rise of the Virtual Assistant</h2>
<br />
Apple, Google and Microsoft are the three major players in the mobile market. <br />
<br />
All three have one thing in common: they have voice-controlled virtual assistants. And they’ve tied these virtual assistants to the core of their systems. <br />
<br />
Apple’s iOS has Siri. Microsoft’s Windows has Cortana. Google’s Android has Google Now. <br />
<br />
The introduction of these systems means we’re talking to our phones more than ever. In fact, Google <a target="_blank" href="http://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917">recently announced</a> that 20 percent of mobile queries are voice searches. <br />
<br />
What do virtual assistants have to do with optimizing your insurance website?<br />
<br />
<h2>Long-Tail and Natural Keyword Phrases </h2>
<br />
Adoption of this technology is impacting mobile SEO in a new way. <br />
<br />
Queries we ask our phones are different than what we type in search boxes of a browser.<br />
<br />
Google understands this and is placing more importance on long-tail and natural sounding <a href="https://www.getitc.com/blog/marketing/2016/03/30/how-much-do-keywords-matter-to-your-insurance-website#.V3v-d_krKUl">keywords</a>.<br />
<br />
For example, you might ask your phone: “OK Google, what’s the best movie theater near me?” <br />
<br />
On a desktop or mobile, something like “Dallas movie theater” is a more common search. <br />
<br />
As you can see, the first query is more conversational and natural. There might be some extra words included that your website isn’t optimized for. <br />
<br />
The second query sticks to more traditional and popular keywords. Hopefully your insurance website is already optimized for this style of query. <br />
<br />
<h2>Optimizing for Virtual Assistants</h2>
<br />
For your insurance website, include content and tailor your keywords to those natural phrases. Would someone tell Siri “Dallas auto insurance”? Or, “show me affordable car insurance in Dallas”? <br />
<br />
Imagine how a consumer would search via a virtual assistant. Adjust <a href="https://www.getitc.com/blog/marketing/2013/08/29/why-seo-is-essential-for-your-agency#.V3v-s_krKUl">your SEO strategy</a> accordingly to include longer and more natural keyword phrases.<br />
<br />
Often, voice assistants will misunderstand some words, especially if names are involved. For example, if your agency’s name is “Nguyen Insurance Agency,” do some voice searches yourself and see what pops up. <br />
<br />
Once you’ve researched misspellings or mispronunciations, incorporate those into your mobile SEO strategy.<br />
<br />
<h2>Optimize Titles and Meta Descriptions<br />
<br />
</h2>
When people aren’t talking to virtual assistants, they’re tapping away on a five-inch screen. <br />
<br />
Mobile search offers less screen real estate than a desktop search. That means there’s less room to display information. <br />
<br />
Keep things like page titles, URLs and meta descriptions short. Don’t sacrifice the quality of your writing, but get to the point. A long page title doesn’t play well on a smartphone. <br />
<br />
Plus, brevity is a good habit to practice for all types of content. <br />
<br />
<br />
Use these quick tips on your insurance website to start getting better results. Remember people aren’t looking at your website on only a computer anymore. And Google is taking notice.<br />
<br />
<em>
Not sure if your insurance agency’s mobile website is fully optimized? <a href="https://www.getitc.com/solutions/agency-marketing/search-engine-optimization/">We can help.</a></em><br />
<div><br />
</div>urn:uuid:971Operation Agency Success: More Than a Rater - ITC VideosYour insurance agency needs more than a comparative rater. You need a sales system.2016-07-05T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/oas/laird-rixford-more-than-rater.jpg" style="display: none;" /><iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/173473573?color=ff9933&autoplay=1"><noframes><img alt="" src="/images/blog/oas/laird-rixford-more-than-rater.jpg"></noframes></iframe><br />
<br />
ITC President <a href="http://www.twitter.com/lrixford" target="_blank">Laird Rixford</a> explains why your agency doesn't need just a comparative rater, it needs a sales system.<br />
<br />
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="https://www.getitc.com/blog/management/2016/05/17/more-than-just-rating-a-revisit">More Than Just Rating: A Revisit</a><br />
<a href="https://www.getitc.com/blog/rating/2016/03/22/how-successful-insurance-agencies-apply-em2c">How Successful Insurance Agencies Apply E=M<sup>2</sup>C</a><br />
<a href="https://www.getitc.com/blog/rating/2015/11/12/who-decides-the-questions-used-in-a-comparative-rater-to-quote-a-risk">Who Decides the Questions Used in a Comparative Rater to Quote a Risk?</a>urn:uuid:968A Great First Impression: The Welcome Email - Agency Marketing BlogA good welcome email not only makes a good first impression, it can set you up for email marketing success.2016-07-01T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/MalikaJamesBlogs/Welcome-Email.jpg" alt="thank you email" style="width: 300px; height: 300px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Imagine you’ve just <a href="https://www.getitc.com/blog/marketing/2014/06/06/growing-your-email-list-organically#.V3PPavkrKUl">signed up for a newsletter </a>on your favorite clothing brand’s website. <br />
<br />
You enter your email. You click submit. Your information goes to their database. Then, you wait. <br />
<br />
Most likely, it’s not a full minute before you get an email from that brand welcoming you to their contact list. <br />
<br />
<h2>The Welcome Email’s Unique Value</h2>
<br />
The welcome email is one of the most important emails you can send to your contacts.<br />
<br />
Here is what Experian Marketing Service <a href="https://www.experian.com/assets/cheetahmail/white-papers/welcome-email-report.pdf" target="_blank">found</a> in its research. <br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Welcome emails have transaction rates nine times those of regular bulk mailings. <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Welcome emails generate four times the open rates of other bulk promotions.<br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Welcome emails receive five times the click-through rates compared to standard bulk mailings. </blockquote><br />
So you see, a simple welcome email actually generates more opens, clicks and conversions. <br />
<br />
What’s more, not sending a welcome email can have an adverse effect on your future campaigns. Check out this statistic.<br />
<br />
For companies that don’t send a welcome email, the open rate may drop by 25 percent. This can happen just a few weeks after the initial sign up. <br />
<br />
Not sending a welcome email can affect the success of your email marketing.<br />
<br />
If you don’t have a welcome email in place yet, don’t fret. <br />
<br />
<h2>How to Craft a Welcome Email</h2>
<br />
When someone <a href="https://www.getitc.com/blog/marketing/2015/11/16/how-to-create-an-email-newsletter-that-doesnt-suck#.V3PQt_krKUk">joins your newsletter</a> or <a href="https://www.getitc.com/products/rating/website-rating/">requests a quote</a>, they are initiating a relationship. You need to make a good first impression. Here’s how. <br />
<br />
<strong>
Thank Them<br />
</strong><br />
A popular welcome email is a simple thank you. <br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>
“Thank you. We have added you to our mailing list. You will be among the first to receive updates on the latest news from our agency.”</em></blockquote><br />
A simple thank you message reinforces value and confirms a person’s choice to join your list.<br />
<br />
<strong>
Set Expectations</strong><br />
<br />
If you send out mailings to your contacts every week, here’s your chance to set that expectation. <br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>
“As a member of our mailing list, you can expect to receive weekly updates and tips in your inbox.”</em></blockquote><br />
Remember that statistic from before about not sending a welcome email? People who know to expect your email are more likely to open and<a href="https://www.getitc.com/blog/marketing/2014/12/22/how-to-improve-your-click-through-rate#.V3PRHPkrKUl"> click through</a> your future emails. <br />
<br />
<strong>
Show Them Who You Are</strong><br />
<br />
Show off your personality. You can provide links <a href="https://www.getitc.com/blog/marketing/2016/01/18/the-best-blog-post-formats-for-your-insurance-agency-website#.V3PRMPkrKUk">to your blog</a>, showcasing your relevant or most popular content.<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>
“We see you over there, checking us out. Here are some of our best angles.” </em></blockquote><br />
Or, add a quick, personable company history. <br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>
“Our agency is a multigenerational, family-owned insurance agency. This means each of our agents has been raised on insurance. We had insurance flashcards at the dinner table. We’ve lived the business of insurance our whole lives. We’re here to pass that unique experience on to the people of Texas. We’re here for you. Let us know if we can help.”</em></blockquote><br />
New contacts are still getting a sense of your agency’s character. They are still learning about who you are and the way you do business. Give them a taste in your welcome email. <br />
<br />
<h2>Get Started</h2>
<br />
Choose which concept connects best with your contacts. Or, use all three tactics with a welcome email <a href="https://www.getitc.com/blog/marketing/2015/07/13/why-your-insurance-agency-needs-a-drip-campaign#.V3PRpfkrKUm">drip campaign</a>. Any combination will be effective. Just remember to introduce yourself as soon as possible and make a good impression.<br />
<em><br />
Is your welcome campaign making a good impression on your audience? Leave your questions and comments below. </em><br />
<div><br />
</div>urn:uuid:970Highlights from ITC Agent Conference 2016 - ITC VideosWatch the highlights from insurance agency software provider ITC's conference held in April 2016.2016-07-01T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/oas/agentcon-2016-highlights.jpg" style="display: none;" /><iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/173071694?color=ff9933&autoplay=1"><noframes><img alt="" src="/images/blog/oas/agentcon-2016-highlights.jpg"></noframes></iframe>
<br />
<br />
<br />
What happened at at ITC Agent Conference 2016? Well, some things you just have to experience. But, watch the highlights to get an idea of what you missed at this year's Agent Conference. Then, head over to the Agent Conference website, where <a href="http://www.agentconference.org/registration/">registration is now open</a> for 2017!<br />
<br />
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="https://www.getitc.com/blog/marketing/2016/01/13/6-reasons-to-attend-agentcon16"><br />
6 Reasons to Attend #AgentCon16</a><br />
<a href="https://www.getitc.com/videos/2016/03/07/youre-invited-to-itc-agent-conference-2016">You're Invited to ITC Agent Conference 2016</a>urn:uuid:967You’re Closed on July 4th. So What? - Agency Marketing BlogSTOP! Don’t send that email about your office being closed on July 4th. Instead, inform without annoying.2016-06-29T09:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 177px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="july fourth fireworks" src="/images/blog/July4th.jpg" itemprop="image" />One of the biggest email marketing mistakes I see insurance agencies make is sending too many emails. <br />
<br />
When you excessively send emails you run the risk of your recipients unsubscribing. You don’t want that. <br />
<br />
As I reviewed unsubscribes across our <a href="https://www.getitc.com/products/automated-agency-marketing/">AgencyBuzz</a> customers, one type of email stood out. The we’re-closed-on-whatever-holiday-is-coming-up email.<br />
<br />
Consider these questions: How many times does your average client contact your agency? Once a day? Once a month? Once a year? <br />
<br />
Did you answer the latter? Then, you should not be sending our-office-is closed-emails. Why? <br />
<br />
If your clients do not contact you regularly, it is a slim chance they’ll contact you on a holiday. Even if they did, there is a reasonable expectation for you to close your office on a holiday.<br />
<br />
<strong>
How to Inform Without Annoying<br />
</strong><br />
I have a couple suggestions you can do instead of sending low performing emails that lead to more unsubscribes than clicks. <br />
<br />
The first is to include a closure notice in your monthly newsletter. If several holidays are upcoming, provide a closure schedule for the next couple months.<br />
<br />
The second option is to provide email salutations beyond the standard “Happy holiday! We’re closed.” <br />
<br />
Include fun, informative facts such as the history behind the holiday. Share grilling tips (hey, it’s July 4th) and recipes. List local events, or include links to articles on how to be safe during the festivities.<br />
<br />
When you do send these emails, make your office closure almost an afterthought. You don’t want to point out that you don’t have holiday hours like the big guys. <br />
<br />
Here are some suggestions:<br />
<br />
“We hope you enjoy your holiday with family and friends. We too will be spending it with our families as our office is closed on July 4th.”<br />
<br />
“Have a safe enjoyable holiday. If you need us, we will be available on July 5th when our office reopens.”<br />
<br />
“Our office will be closed as we enjoy the holiday with our family and friends. Have a safe and enjoyable weekend, and we look forward to serving you when we return. In the meantime, here is our favorite July 4th picnic dessert recipe.”<br />
<br />
<p class="MsoNormal">Recipe included…</p>
<img src="/images/blog/recipe.jpg" style="width: 700px; height: 661px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="recipe" /><br />
<br />
Think beyond the basic office closure notification. Think about how you can turn the email into an opportunity to share the personal side of your agency.<br />
<br />
<em>Got an idea for how to inform without annoying? Share it in the comments below.</em><br />
<div><br />
</div>urn:uuid:966This is the Way: Becky Schroeder - Agency Rating BlogThis is the way Becky Schroeder, VP of Marketing at ITC, works. 2016-06-28T09:00:00Z2024-03-19T05:52:04Z<img alt="This is the Way: Becky Schroeder" style="width: 700px; height: 373px;" src="/images/blog/EmilyKaltmanBlogs/This-is-the-Way.jpg" /><br />
<br />
Becky Schroeder may no longer be in school, but she still considers herself a student of marketing. Passionate about writing and marketing, she likes to study many companies and brands for ideas she can use in her job as vice president of marketing at ITC. <br />
<br />
“So much about marketing is continually changing,” said Becky. “You can’t expect the same tactic to always give you the same results.”<br />
<br />
Born and raised in Texas, Becky joined ITC in 2011 after working in the public relations and accounting industries. I talked with her about her journey to the industry and more. This is the way Becky Schroeder works.<br />
<br />
<><><><br />
<br />
<span style="font-weight: 700;">Location</span><br />
<br />
Carrollton, Texas<br />
<br />
<span style="font-weight: 700;">Current gig</span><br />
<br />
Vice President of Marketing at ITC<br />
<br />
<strong>How did you get into the insurance industry?</strong><br />
<br />
Five years ago I was looking for my next marketing challenge and adventure. I found the job listing for a marketing director at ITC and applied. I have not once regretted the decision to join ITC and be part of this industry. <br />
<br />
<strong>What is it you like about the industry?</strong><br />
<br />
The passion. Every single person I have encountered in this industry has passion for what they do. Whether they’re an agent, carrier or vendor. At ITC we make a difference in the lives of our agents, which helps them make a difference in their clients’ lives. That has incredible meaning and makes me feel like something bigger and more important than myself.<br />
<br />
<strong>One word that describes how you like to work.</strong><br />
<br />
Passionately<br />
<br />
<strong>Current mobile device</strong><br />
<br />
iPhone 6s<br />
<br />
<img alt="" style="width: 500px; height: 334px;" src="/images/blog/EmilyKaltmanBlogs/color-run.jpg" /><br />
<br />
<strong>Current computer</strong><br />
<br />
Dell Precision laptop. Up until three or four months ago, I worked on a desktop. I switched to a laptop and love how much easier it is for me to work remotely when I need to. Like when I have a sick kid.<br />
<br />
<strong>Project(s) you’re currently working on<br />
<br />
</strong>
a.<span style="white-space: pre;" class="Apple-tab-span"> </span>Early planning stages for <a href="http://www.agentconference.org/">ITC Agent Conference 2017</a>. (If you’re an agent looking for a conference that you’ll get a lot out of, I promise you want to come to Agent Conference.)<br />
<br />
b.<span style="white-space: pre;" class="Apple-tab-span"> </span>Updating our training videos.<br />
<br />
c.<span style="white-space: pre;" class="Apple-tab-span"> </span>Continue looking for ways to improve our marketing strategy.<br />
<br />
<strong>Accomplishments you’re proud of</strong><br />
<br />
I don’t know that I can pick just one. But being named an <a href="http://www.ibamag.com/rankings/elite-women-2016/" target="_blank">Elite Woman</a> in the industry by Insurance Business America is certainly on the list! Some other things I’m incredibly proud of: implementing consistent, clear marketing strategy for ITC and the impact that has had on us and our customers; moving to a city where I knew no one to pursue my dreams of a graduate degree and living in Boston <br />
<br />
<strong>What are your goals for the next 12 months?<br />
<br />
</strong>
1.<span style="white-space: pre;" class="Apple-tab-span"> </span>Start taking a step back from the day-to-day marketing tasks so I can focus on the bigger picture and working more on the marketing strategy and direction for the company.<br />
<br />
2.<span style="white-space: pre;" class="Apple-tab-span"> </span>Raise awareness for ITC in the industry and our belief that we all need to work together for the future success of the independent agency channel.<br />
<br />
<strong>Aside from your phone and computer, what gadget or app can’t you live without and why?<br />
<br />
</strong>
1.<span style="white-space: pre;" class="Apple-tab-span"> </span><a href="http://twitter.com/beckylschroeder" target="_blank"><span style="white-space: pre;" class="Apple-tab-span"></span>Twitter</a> – I’ve been on Twitter since 2007, and it is still by far my favorite social media network and one of my preferred ways to spend my free online time. If you forced me to choose between Facebook and Twitter, I will always choose Twitter. <br />
<br />
2.<span style="white-space: pre;" class="Apple-tab-span"> </span>Trello – We use Trello to keep track of our projects in the ITC marketing department. I absolutely cannot live without it. I love being able to go in and add comments to a project, give an update, assign a new project, etc all in one place instead of having to send a ton of email.<br />
<br />
3.<span style="white-space: pre;" class="Apple-tab-span"> </span>Pocket – I come across a lot of articles but don’t always have the time to read them in the moment. I can easily save an article to Pocket for reading later whether I’m on my phone or at my desk. I love being able to add tags to articles so I can organize what I save to Pocket.<br />
<br />
4.<span style="white-space: pre;" class="Apple-tab-span"> </span>Feedly – I subscribe to the RSS feeds of many blogs. Instead of going to each individual blog or getting a bunch of emails, I can check all my favorites in one place. Much simpler.<br />
<br />
5.<span style="white-space: pre;" class="Apple-tab-span"> </span>Dark Sky – My favorite weather app. It gives me a 10 minute warning whenever it’s about to rain. That warning has saved me from a wet seat many times. <br />
<br />
<strong>Describe your workspace.<br />
<br />
</strong>
A laptop with docking station and two monitors. After switching to a laptop a few months ago, I don’t ever want to go back to a desktop. It’s so convenient and easy to work from anywhere if I need to. Also, right now my desk is covered in stacks of paper though I’m working to reduce the chaos.<br />
<br />
<img alt="" style="width: 500px; height: 334px;" src="/images/blog/EmilyKaltmanBlogs/family.jpg" /><br />
<strong><br />
How do you manage your to-do list?<br />
<br />
</strong>A combination of Trello, tasks in Outlook and a handwritten daily list. I love my handwritten list and don’t think I’ll ever give it up. There’s something incredibly satisfying about crossing something off my list when it’s done. I try to write my to-do list for the next day before I leave work in the afternoon. If I don’t, it’s the first thing I do in the morning. <br />
<br />
<strong>What’s your best time-saving tip or hack?<br />
<br />
</strong>
Don’t be constantly in your email. If I’m in the middle of something I need to focus on, I will ignore my email. I don’t go so far as to close my Outlook. But I will minimize or block it so I can’t see my inbox. When I’m done or ready for a break, that’s when I check my email. This of course means I often get asked if I saw an email 15 minutes after someone sent it. <br />
<br />
<strong>What is your best everyday habit?<br />
<br />
</strong>
I have two everyday habits that I think are important to my productivity. One is reading. I scan headlines every day. Industry news as well as marketing news. The world is changing. I like to stay up to date on what’s going on in our industry so I make it a habit to read every day. Being aware of what’s going on in my industry as well as in marketing makes me a better marketer.<br />
<br />
The second habit is daily stand up meetings with my team. These stand ups allow us to reassess priorities and check in regarding what we’re working on and what may be keeping us from moving forward. We are better able to keep projects moving forward because of these stand ups rather than waiting a week to discuss what’s going on.<br />
<br />
<strong>What are your biggest professional challenges?<br />
<br />
</strong>Balancing daily marketing project needs with the greater marketing strategy and analysis. Plus, staying organized. I’ll clean up my desk and my inbox and declare I’m going to stay organized. I always start with the best of intentions, but I inevitably put some paper on my desk or don’t file some emails with a promise to myself to get to them later. And then I do a little more another day. And a little more. Until I end up with chaos on my desk. Or an inbox that needs to be cleaned out.<br />
<br />
<img src="/images/blog/EmilyKaltmanBlogs/DR8_9582.jpg" style="width: 500px; height: 334px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Becky Schroeder and Laird Rixford at ITC Agent Conference 2016" /><strong><br />
<br />
How do you decompress?<br />
<br />
</strong>
Playing with my two girls, watching some TV with my husband, reading, cleaning. But, my favorite way to release stress is to workout. Whether it’s running, yoga or Bar Method. Some sweat therapy is the best for my mental health and maintaining a good stress level.<br />
<strong><br />
What gets you out of bed in the morning?<br />
<br />
</strong>
Early morning before everyone gets up is the only time during the day I have to myself. I get up early to get a workout out in, enjoy some coffee and relish the peace and quiet of being the only one awake in the house. <br />
<strong><br />
Who are your business idols and why?<br />
<br />
</strong>
I admire several people, but these are the ones that come to mind first.<br />
<br />
My parents. I respect their work ethic, their integrity and their determination to always do the right thing no matter how hard. <br />
<br />
Marissa Mayer. She’s the CEO of Yahoo and has young children. I think she’s incredibly smart and tough. I mean, what else is there to say? <br />
<br />
J.K. Rowling. Some might not consider her a businessperson, but she is highly creative and brilliant at building and maintaining her brand. She did not let rejection stop her. She believed in herself and in her dream, and her perseverance led to her success. Plus, she’s a phenomenal writer. <br />
<br />
<strong>What’s the best advice you’ve ever received?<br />
<br />
</strong>
Anticipate. This is a lesson I learned as a kid from my parents and also in my professional life. I once had a boss who told me to not just bring him problems but to bring him solutions. I didn’t have to bring him THE solution, the one we would actually do. But he taught me how important it was to think through the problem or question and bring my ideas to the table for how we might handle the situation. I feel like I’ve learned more about marketing and business through this process of thinking through solutions on my own rather than relying on someone else to tell me the answer.<br />
<br />
<strong>What would you be doing if you weren’t working at ITC?<br />
<br />
</strong>
I would be doing marketing for some other B2B company. <br />
<br />
<strong>What is your motto or personal mantra?<br />
<br />
</strong>
Anything worth having in life doesn’t come easy. You have to work at it. <br />
<br />
Swim through the wall. (This one comes from my high school swim coach. He would tell us to not slow down before we hit the wall. I still think of it often to remind myself to not slow down on a project or goal until it’s done.)<br />
<br />
<strong>What’s your favorite blog or podcast?<br />
<br />
</strong>Some of my favorite blogs: <a target="_blank" href="http://sethgodin.typepad.com/">Seth Godin</a>, <a target="_blank" href="https://marketoonist.com/">Marketoonist</a>, <a target="_blank" href="http://www.socialmediaexaminer.com/">Social Media Examiner</a>, <a target="_blank" href="http://withoutbullshit.com/">Without Bullshit,</a> <a target="_blank" href="http://www.theverge.com/">The Verge</a>, <a target="_blank" href="http://gapingvoid.com/blog/">Gaping Void</a>.<br />
<br />
Some of my favorite podcasts: Freakonomics Radio; Beautiful Stories From Anonymous People; The Longest Shortest Time; The Way I Heard It with Mike Rowe <br />
<br />
<strong>What do you listen to while working?<br />
<br />
</strong>
Sometimes music. Sometimes the noise in the office. It depends on what I’m working on. If I need to focus and the office is a little noisy, the headphones go on, and the music gets turned up. <br />
<br />
<strong>What are you currently reading?<br />
<br />
</strong>
Freakonomics by Stephen Dubner and Steven Levitt. I started listening to their podcast of the same name about a year ago, and it quickly became one of my favorites. I always learn the most fascinating things from that podcast. So I decided to read their book.<br />
<br />
<strong>What are you watching on Netflix right now?<br />
<br />
</strong>
These aren’t Netflix, but I’m currently watching season 2 of The Leftovers and season 3 of The Americans.<br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> post?<br />
<br />
</strong>
<a href="https://twitter.com/carrie_agins">Carrie Reynolds</a>, <a href="https://twitter.com/stuartganis">Stuart Ganis</a> and <a href="https://twitter.com/tyler_nicholson">Tyler Nicholson</a> <br />
<br />
<em>The </em>This is the Way <em>blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://www.twitter.com/instechcorp" target="_blank">Tweet</a> us or leave it in the comments below.</em>urn:uuid:965Refresh Your Content With 10 Cool Ideas for July - Agency Marketing BlogKeep your content fresh with these new content ideas for July. Use them on your blog, in your newsletter or on your social media profiles.2016-06-27T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/EmilyKaltmanBlogs/July.jpg" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />The first day of the summer solstice has come and gone. It’s getting hot. <br />
<br />
The kids are becoming bored. Parents might be going a little stir crazy. <br />
<br />
Even worse, your <a href="https://www.getitc.com/!/insurance-website-designs"><strong>insurance agency website</strong> </a>content may be getting a little stale. <br />
<br />
We can help solve at least one of those problems for you. Here are 10 fresh ideas for your July content needs on your blog, newsletter or social media. <br />
<br />
<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Independence Day - July 4</h2>
<br />
This federal holiday celebrates the day the Declaration of Independence was signed. <br />
<br />
How can you write about this holiday? Share your family’s annual traditions in celebrating July 4th. <br />
<br />
Is there a recipe you like to cook? Have any grilling tips? Know of a good vantage point to watch the local fireworks displays? Include links to local events happening around your community.<br />
<br />
You can also turn it into a social media contest. Ask your clients to share their favorite July 4th pictures on your Facebook Page. The picture with the most likes wins! <br />
<br />
A couple more ideas: fireworks safety tips. Or, if your county is under a burn ban, remind your readers of that.<br />
<br />
<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>A Day at the Beach</h2>
<br />
July is one of the hottest months of the year, which makes it the perfect time for a sunny beach trip. Write a list of the top five best beaches to visit near your area. <br />
<br />
Don’t fret if you’re in a landlocked state. Lakes and rivers can have beaches too. <br />
<br />
Or, make a list of essentials to pack when visiting the waterfront. What’s something you seem to forget every time?<br />
<br />
<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Day Tripper </h2>
<br />
Sometimes extended summer vacations just aren’t an option. So, suggest a few fun day trips. <br />
<br />
Day trips are nearby attractions up to three hours away from your community. Basically, a day trip is when you can drive there and back home in the same day. <br />
<br />
You might be just a few hours away from a vineyard or brewery or a famous small-town restaurant. All great destinations for a day trip.<br />
<br />
Keep in mind your audience when putting together this list. What sort of activities would they like to do? <br />
<br />
<h2>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Staycation</h2>
<br />
Another budget-friendly getaway isn’t really a getaway at all. Encourage readers to be a tourist in their own city and experience new things locally. Share ideas of things they can do. Like…<br />
<br />
Go to a museum exhibit they’ve been meaning to see. Visit and take pictures at a local monument. Try out the top-rated rated BBQ restaurant that always has a line.<br />
<br />
If your clients are staying in town, they can still have new and exciting experiences! <br />
<br />
<h2>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Summer Lawn Care</h2>
<br />
Landscaping can increase a home’s value. But, how you care for your lawn changes with the season. <br />
<br />
Give your audience a summer lawn care reference guide. Post your best tips and advice on caring for turf, flowers, trees, bushes, and more in the summer season. <br />
<br />
<h2>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Conserve Water and Electricity </h2>
<br />
All homeowners are familiar with spikes in water and electricity prices over the summer. High bills are almost unavoidable, but there are ways to reduce the tab. <br />
<br />
Little things like turning the air conditioning up when leaving the house for the day helps. Note, some cities limit watering to certain days. Double check the rules before you publish anything. <br />
<br />
Research and share the best methods to conserve water and energy. It’s not only good for the wallet, it can also be good for the environment. <br />
<br />
This is a good topic to tie into home insurance if that is a focus for your agency.<br />
<br />
<h2>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Free Summer Activities </h2>
<br />
Lots of local organizations offer free camps or weekly activities in the summer to kids of all ages. These can range from day camps to movie nights. <br />
<br />
Look up places in your community and pick out a few (preferably air conditioned) events each week. If you have trouble finding free events and activities in your community, why not host one of your own?<br />
<br />
<h2>8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Heat Safety </h2>
<br />
Death or injury caused by heat is almost entirely avoidable. This makes those incidents even more tragic when they happen. <br />
<br />
Write a short, to-the-point blog post on your top three or five heat safety tips. Or, go in depth, and create your own series of #SummerSafetyTips. Cover topics like heat exhaustion, staying hydrated, caring for pets and the elderly. <br />
<br />
Who knows? Your tips may end up saving someone’s life. <br />
<br />
<h2>9.<span class="Apple-tab-span" style="white-space: pre;"> </span>All About Sunscreen<br />
<br />
</h2>
It seems like every summer, there are dozens of blog posts about sunscreen. And you know what? People read them. <br />
<br />
So, it’s a good idea to include it in your newsletter. It may even help you get more opens and clicks. Be sure to do your research and share your sources.<br />
<br />
<h2>10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Cooling Down the Car</h2>
<br />
Whether you’re running errands or commuting to work, you spend a lot of time in and out of your car in the summer. <br />
<br />
It gets hot inside a vehicle that’s been sitting in the sun. Everyone has their own method of cooling down their car as quickly as possible. Why not share yours with your auto insurance customers? <br />
<br />
<br />
<br />
If these ideas still didn’t get your content needs covered, not to worry. Check out <a href="https://www.getitc.com/blog/tag/10%20ideas/">our content idea archive</a> from the past several months. You’re sure to find an idea to keep your blog, newsletter, or social media posts fresh! urn:uuid:964The Cost of Insurance Website Traffic - Agency Marketing BlogThe truth about insurance website traffic and the costs associated with building a source of traffic.2016-06-22T09:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="road-web-traffic-going-up" src="/images/blog/BeckySchroederBlogs/web-traffic-road.jpg" />When I talk to agents about their websites, the conversation always turns to traffic. I commonly hear complaints about not getting enough traffic.<br />
<br />
But when I ask what they’re doing to generate traffic, I often get blank stares.<br />
<br />
I get it. <a href="https://www.getitc.com/!/insurance-website"><strong>Insurance website</strong></a> traffic and how you generate it can be difficult to understand.<br />
<br />
So I decided to write this blog post explaining the truth about website traffic. Because if you understand traffic and its cost, you are more likely to generate it.<br />
<br />
<h2>The Truth About Insurance Website Traffic<br />
<br />
</h2>
You have a lot of competition for consumers’ attention online. I’m not just talking about the big insurance advertisers. I also mean the social networks, the news websites, the shopping websites. <br />
<br />
The estimated number of websites is more than 1 billion. And that number is only getting larger. We have almost unlimited ways to spend our online time. Convincing people to spend some of that time on your website is no easy task.<br />
<br />
In that moment of trying to get someone to click to your website, you are competing with at least three other options where that consumer spend her online time.<br />
<br />
Traffic does not magically find its way to your insurance agency website. And traffic does not come free to the agency or company with the best looking website.<br />
<br />
Here’s the truth. There are two ways you get traffic to your insurance agency website. You either pay for it. Or, you <a href="https://www.getitc.com/blog/marketing/2014/12/15/defining-owned-earned-and-paid-media-in-agency-marketing#.V2me9vkrKUk">earn it</a>. (<a href="http://ctt.ec/PIk2L" target="_blank">Tweet this!</a>)<br />
<br />
<h2>How You Get Traffic to Your Insurance Agency Website</h2>
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><strong><em>
1.<span style="white-space: pre;" class="Apple-tab-span"> </span>Pay for it<br />
<br />
</em></strong></blockquote>
If you don’t have a lot of time, but you have the budget, you can pay for traffic. There’s pay-per-click advertising on the search engines and content networks. There’s advertising on the social networks. <br />
<br />
There is one thing you need to remember about paid traffic. You need to make sure your paid traffic converts at a level that works for your agency.<br />
<br />
How do you do that? First, identify what your cost of lead acquisition is. Then, determine your close ratio and identify how much you spend on each sale. <br />
<br />
<em>
Cost Per Lead</em><br />
<br />
To calculate cost per lead, determine your spend for a year across all lead generation sources. This can include buying leads and any marketing you do. Then, divide that dollar amount by the unique number of leads you got in that same year. This is your cost per lead acquisition.<br />
<br />
The easiest way to calculate your close ratio is to use the reporting in your <a href="https://www.getitc.com/products/rating/">comparative rater.</a> If you don’t have a rater, divide the unique number of sales by the unique number of leads.<br />
<br />
Don’t just look at cost per lead and close ratio though. Look at your return on investment. Are you taking a loss, breaking even or profiting from your paid traffic investment?<br />
<br />
<em>
For Example<br />
</em><br />
Let’s say you spend $1,000 on paid traffic a month and get 20 leads. ($50 is your cost per lead.) If your close ratio is 10 percent, you spent $500 on each sale. (Let’s assume there were no other costs involved to keep it simple.) <br />
<br />
Is it worth it to you to spend $500 on a sale? Well, that would depend on your commissions and how long you keep a client on average. Let’s assume it’s an auto insurance policy, which has a smaller commission and shorter lifecycle. So $500 to sell one policy is way too much. You’re losing money. <br />
<br />
Increasing how much you spend doesn’t fix this scenario. Yes, it gets you more leads. You can also tweak your cost per lead if you are using pay-per-click advertising. But there’s more to it than that.<br />
<br />
You should work to improve your conversion rate and get more leads for the same amount of money. But you also might want to look at your close ratio and see if you can improve your sales process to close more sales. <br />
<br />
<em>
What to Remember About Paid Traffic</em><br />
<br />
With paid traffic you need to be detail oriented and disciplined. It is easy to lose money fast with paid traffic. Especially if you’re not paying attention to your costs, conversion rate and close ratio.<br />
<br />
One more thing I want to mention about paid traffic. The trouble with paid traffic is if you stop paying, you stop getting traffic. <br />
<br />
If you decide to turn off your advertising, your traffic will drop. That is unless you have worked to earn traffic at the same time.<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><strong><em>
2.<span style="white-space: pre;" class="Apple-tab-span"> </span>Earn it</em></strong></blockquote><br />
If you have some time and not much marketing budget, you can do the work to earn traffic.<br />
<br />
Get to the office early, and write original content for your blog. Find people to follow on social media and engage with them. Optimize your website for the search engines. Work on getting online reviews.<br />
<br />
Do all this every day.<br />
<br />
Yes, it is a lot. Yes, it can be difficult and tiring. But if you want online marketing success and don’t have much of a budget, you need to invest your time. Really commit to it. <br />
<br />
It takes time to build an online reputation. It takes time to establish yourself as an expert. You cannot do this overnight. But when you commit to it. When you focus on earning traffic, you will begin to see it increase. <br />
<br />
<em>
The Cost of Earned Traffic</em><br />
<br />
The problem with earned traffic is that it is easy to forget its cost because we pay it in the past. The cost is easy to forget or ignore. We often don’t realize the true value of earned traffic.<br />
<br />
But earned traffic, like paid, has a cost. Don’t allow yourself to diminish the value of earned traffic. It can lead to forgetting about the most important step of any traffic: conversion.<br />
<br />
Earned traffic keeps coming in even if you stop advertising. To sustain earned traffic, you will need to continue your content and optimization efforts. That is part of the cost.<br />
<br />
<h2>When You Do Both Well</h2>
<br />
Doing both paid and earned traffic well is the holy grail of digital marketing. <br />
<br />
Building earned traffic comes from building trust and an audience. By ranking well in search engine results. By engaging on social media and building a good email list. You get these from creating and sharing good, valuable content.<br />
<br />
Paid traffic that converts well and at a profit is a helpful strategy. It can help support your earned traffic and get you a little more reach. <br />
<br />
<h2>Remember</h2>
<br />
Traffic is not free. You either have to pay for it or earn it. To build consistent traffic and have digital marketing success, it takes money or effort. Sometimes, it might take both.<br />
<br />
<em>
Got a question about how you can generate traffic to your insurance agency website? Leave a comment below, and we’ll answer it.</em><br />
<div><br />
</div>urn:uuid:963Why Data Security is Critical to Your Agency - Agency Management BlogYou have a lot of client data in your agency management system and other technology, which is why protecting it is critical for your agency.2016-06-21T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/TheModernAgency/hacker.jpg" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" alt="hacker" />What is your data worth? You might think not much. <br />
<br />
But if your agency has a data breach, you will be subject to a $1,000-$100,000 fine per incident. For 100 clients, that’s $100,000-$10,000,000 in fines. <br />
<br />
Besides the fine, you’d have to notify individuals and media of the breach. Plus, you’d be required to provide monitoring or remuneration to affected parties. <br />
<br />
This applies to EVERY agent. Not just health insurance agencies. <br />
<br />
<h2 class="subtitle">But No One Would Hack My Small Agency</h2>
<br />
Seventy-one percent of data breaches target small businesses. <br />
<br />
Consider the information stored in your office and any system you use. This includes your agency management system, <a href="https://www.getitc.com/!/comparative-rater"><strong>comparative rater</strong></a><strong></strong>, and agency marketing system. <br />
<br />
You’ve got a ton of personally identifiable information. Names, addresses, birthdays, social security numbers, driver’s license numbers, financial information, emails, and health information. <br />
<br />
This information is what hackers are after. This information makes you a target for a potential data breach.<br />
<br />
If you think no one will target your agency because you’re not a big corporation, you are mistaken.<br />
<br />
<h2 class="subtitle">Ease of Access = Less Security</h2>
<br />
There are several points of entry for hackers you need to be aware of. <br />
<br />
<strong><em>1. Physical access is full access. </em></strong><br />
<br />
Limit access to the critical areas of your agency. Secure your servers in a locked cabinet. Use security cameras and a security system. <br />
<br />
Don’t leave anything lying around. Put paperwork in a locked drawer or cabinet. Or better yet, scan paperwork into your agency management system and then shred it. <br />
<br />
Lock your computer when you’re not sitting at your desk.<br />
<br />
<strong><em>2. Technology infrastructure is an easy target. </em></strong><br />
<br />
Upgrade your computers. New machines are cheap, much cheaper than fines. <br />
<br />
Update and patch your operating systems, software and firewalls. Not just once. But every time your vendors release an update. <br />
<br />
Run supported software. If you’re still <a href="https://www.getitc.com/blog/rating/2014/11/14/still-using-windows-xp-you-are-risking-everything">using Windows XP</a>, you’re way overdue on upgrading. Microsoft stopped supporting that operating system in 2014. <br />
<br />
Encrypt any mobile devices you use, and use high security Wi-Fi. You should disable USB storage and force employees to change passwords every 90 days. Also, force a screen saver lock when a computer is idle for a period of time. <br />
<br />
Talk to your IT team. Don’t allow your employees to install unauthorized programs on their computers. Don’t allow them to plug mobile devices into their computers without approval.<br />
<br />
<strong><em>3. Remote access can be a security hole.</em></strong><br />
<br />
Do you or your employees really need remote access? If you don’t need it, don’t have it. <br />
<br />
If you do need remote access, how often do you use it? Turn it on only when you need it. And use two-factor authentication whenever possible.<br />
<strong><br />
<em>4. Phone systems are the oldest hack. </em></strong><br />
<br />
Someone could just take a phone home and call from home. Prevent remote access to your phone system. Change the password often. Enable remote extensions only as needed.<br />
<em><br />
<strong>5. Your vendors’ security is your security. </strong></em><br />
<br />
Do your vendors have a focus on security? Do they do security audits? Ask to see their audit results. <a href="https://www.getitc.com/blog/management/2016/03/15/choosing-the-right-insurance-agency-software-vendor">Change vendors</a> if they don’t comply. <br />
<br />
Do your vendors offer security features for their systems? <br />
<br />
For example, TurboRater has security features at the user, location and agency levels. We require each user to have his or her own user ID and password. We also encrypt all passwords. <br />
<br />
Agency administrators can choose what their users have access to in TurboRater. Administrators can also restrict a user to see and modify only quotes from her location. <br />
<br />
Also, administrators can restrict access to TurboRater by IP addresses. Meaning if you don’t want a user to access TurboRater from anywhere but the office, you can do that.<br />
<strong><em><br />
6. The disgruntled or unethical employee is the best hack.</em></strong> <br />
<br />
Employees who are unhappy or immoral are more likely to steal from your agency. They have access to your data, which makes it easy for them to sell or use this information for nefarious purposes.<br />
<br />
Your employees are also vulnerable to social engineering. Social engineering is the art of manipulating people to give up confidential information. <br />
<br />
For example, an employee could receive an email from a trusted source whose email was hacked. The email sent from the hacker contains a link or download with malware. Because your employee trusts the person who supposedly sent the email, he downloads the malware, and now your data is gone.<br />
<br />
Your team will not like security. But you need to train them on the importance of security and how to recognize social engineering. Security begins and ends with your employees. So include them in the conversation.<br />
<br />
<h2 class="subtitle">Take Your Data Security Seriously</h2>
<br />
Sixty percent of small businesses close within six months of experiencing a data breach. Whether it is the fines or loss of trust, many small businesses can’t survive a data breach. <br />
<br />
Yes, security costs money. But a hack costs more. You are a target. You need to act accordingly. (<a target="_blank" href="http://ctt.ec/0sHkU">Tweet this!</a>)<br />
<br />
The harder you make it for hackers, the less you are a target.urn:uuid:962ACORD Forms Update (May 2016) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in May 2016.2016-06-20T10:00:00Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<strong><br />
New Forms</strong><br />
<br />
211 2016/09 - Schedule of Hazards (for use on or after 9/1/2016)<br />
503 2016/06 - Commercial or Miscellaneous Bond Request Form<br />
504 2016/06 - Additional Entity Schedule<br />
<br />
<strong>Forms with New Revision Dates</strong><br />
<br />
68 2016/06 replaces 2013/08 - Electronic Delivery Supplement<br />
126 2016/09 replaces 2016/03 - Commercial General Liability Section (for use on or after 9/1/2016)<br />
155 2016/09 replaces 2014/12 - Equipment Breakdown Section (for use on or after 9/1/2016)<br />
160 2016/09 replaces 2015/06 - Business Owners Section (for use on or after 9/1/2016)<br />
281 2016/05 replaces 2014/12 - Personal Inland Marine Section<br />
282 2016/05 replaces 2014/12 - Watercraft Section<br />
501 2016/06 replaces 2004/07 - Surety Report of Execution<br />
<br />
<strong>Corrections or Modifications to Existing Forms</strong><br />
<br />
172 OH 2002/09 - Ohio FAIR Plan Underwriting Association - Homeowners Supplement<br />
173 OH 2002/09 - Ohio FAIR Plan Underwriting Association - Dwelling Fire Supplement<br />
140 2016/03 - Property Section<br />
141 2016/03 - Crime Section 2000<br />
145 2013/09 - Accounts Receivable/Valuable Papers<br />
149 2013/09 - Dealers Section<br />
175 2016/03 - Commercial Policy Change Requesturn:uuid:9615 Lessons from the Newsroom for Insurance Agencies That Want to Be Successful - Agency Marketing BlogWhat you can learn and apply to your agency marketing strategy from a TV newsroom for greater success. 2016-06-20T09:00:00Z2024-03-19T05:52:04Z<em><img style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="man holding newspaper" src="/images/blog/DylanBrooksBlogs/newspaper.jpg" />“A successful independent insurance agency is like a TV newsroom.”</em><br />
<br />
You probably won’t see that quote on any refrigerator magnets, but it’s the truth.<br />
<br />
How do I know? I’ve worked in both industries.<br />
<br />
I spent about three years as an executive news producer at a TV station in West Texas. Since making the switch to marketing, I’ve worked with insurance agents for two years.<br />
<br />
Now, I won’t tell you putting together a newscast is like handling claims or building a book of business. It’s not. But, insurance and TV news are more alike than you might think.<br />
<br />
Here are five lessons from TV newsrooms to help your agency stand out from your competition.<br />
<br />
<h2>1.<span style="white-space: pre;" class="Apple-tab-span"> </span>Organization</h2>
<br />
If you’ve watched the local news, you’ve noticed it’s packed with stories and features. <br />
<br />
It takes strong organization skills to prioritize all this information into a 30-minute newscast. Successful news teams deliver the stories that matter most to viewers first. <br />
<br />
Similarly, successful insurance agencies focus first on the needs of their clients. Everything they do is to best serve clients. From office business hours to marketing collateral. <br />
<br />
These agencies also make use of an <a href="https://www.getitc.com/products/management/">agency management system</a> to organize information. Successful agents know <a href="https://www.getitc.com/blog/management/2015/11/17/4-technologies-you-shouldnt-work-without#.V2fyMfkrKUk">technology is critical</a> to providing customer-first service easy.<br />
<br />
<h2>2.<span style="white-space: pre;" class="Apple-tab-span"> </span>Efficiency<br />
<br />
</h2>
Meeting deadlines is a hallmark of any business. But, few industries have more stringent deadlines than TV news. <br />
<br />
As an executive producer, I had two deadlines each day for the 5 p.m. and 10 p.m. newscasts. If I were to miss these deadlines, thousands of people would notice. <br />
<br />
I only had four hours to organize each newscast. That meant writing news scripts, keeping track of reporters, and coordinating video clips used on the air. <br />
<br />
The point is I had to be efficient, especially since I would go through the entire process twice a day. <br />
<br />
Deadlines in the insurance industry might not be quite as extreme as those in TV news. But, efficiency is an area where successful agencies stand out. <br />
<br />
Agencies that put their clients first need to be able to respond to their demands fast. These agents use <a href="https://www.getitc.com/!/comparative-rater">comparative raters</a> to do a full analysis of their carriers swiftly. They also have well-trained customer service representatives and a formal process for following up on inquiries quickly.<br />
<br />
<h2>3.<span style="white-space: pre;" class="Apple-tab-span"> </span>Flexibility</h2>
<br />
The news industry moves fast. Successful newsrooms adjust on the fly. <br />
<br />
One day, I caught word of a deadly train accident in town 20 minutes before the newscast started. <br />
<br />
I made a phone call to gather more information. I reorganized my newscast. I wrote new scripts for the anchors. I sent a reporter to the scene. I shared the information on the station website. Meanwhile, I also coordinated all these changes with my team.<br />
<br />
Successful insurance agencies must also be ready to turn on a dime. <br />
<br />
A hailstorm in the area could lead to a sudden spike in phone calls or walk-in traffic. Or, a particular marketing campaign could expose your agency to dozens of new prospects. <br />
<br />
Meeting unanticipated demand in a client-first fashion is what successful agencies do. It sets agencies apart.<br />
<br />
<h2>4.<span style="white-space: pre;" class="Apple-tab-span"> </span>Branding</h2>
<br />
Strong branding is a fundamental element of a successful news operation. TV viewers in our area had three stations to choose from for their local news. <br />
<br />
To stand out from our competitors, we conveyed our unique value each night. We delivered on the expectations our branding initiatives provided.<br />
<br />
The competition is even stiffer for insurance agencies. <a href="https://www.insurancewebsitebuilder.com/blog/marketing/2016/05/16/the-secrets-of-branding#.V2fy1vkrKUm">Comprehensive branding</a> can make a huge difference.<br />
<br />
<h2>5.<span style="white-space: pre;" class="Apple-tab-span"> </span>Reputation</h2>
<br />
Reputation can make or break a news operation. Viewers trust newscasts to provide them with pertinent and accurate information. If a news team fails to live up to these expectations, viewership and revenue will plummet.<br />
<br />
Since reputation is everything, there’s no such thing as a minor slip-up. I once had a typo in a news script, which put some misinformation on the air. The subject of the story threatened to sue my station, and I almost lost my job. <br />
<br />
When it comes to reputation, insurance agencies have even more on the line. In today’s internet-driven world, agencies with a shoddy reputation can end up shutting their doors. <br />
<br />
Successful agents earn stellar online reviews by putting their clients first. Then, they leverage that goodwill to drive referral traffic. A great reputation is a successful agency’s top salesperson.<br />
<br />
<h2>In Summary</h2>
<br />
Successful TV news teams and insurance agents share certain qualities. A holistic commitment to put their customers first. The ability to communicate and deliver on their unique value in the marketplace. <br />
<br />
You might not see any fridge magnets comparing the two industries. But, feel free to use these tips from the bright lights of a TV news set to make your agency shine.<br />
<br />
<em>
Want to grow your agency marketing strategy? We can help. <a target="_blank" href="https://www.getitc.com/solutions/agency_marketing/consultation/?camp=marketingblog">Request a free consultation </a>to learn more.<br />
</em>
<div><br />
</div>urn:uuid:960Masters of Marketing - Behavioral and Situational Email Marketing for Different Age Ranges - Agency Marketing BlogTake a page from the advertiser's book and use behavioral and situational marketing strategies to enhance your email marketing.2016-06-16T17:57:14Z2024-03-19T05:52:04ZIn June's Masters of Marketing webinar, Heather Galloway, AgencyBuzz Coordinator, discussed behavioral and situational marketing strategies. <br />
<br />
These effective strategies are often used by advertisers to highly target consumers, and can easily be translated into your insurance agency's email marketing plan. <br />
<br />
If you missed the presentation, <a href="https://attendee.gotowebinar.com/recording/3103708395276540427" target="_blank">watch the recording here</a> or view the slides below. <br />
<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/key/t0BHrx4nXPw63h" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
<div style="margin-bottom: 5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/behavioral-and-situational-marketing-for-different-age-ranges" title="Behavioral and Situational Marketing for Different Age Ranges" target="_blank">Behavioral and Situational Marketing for Different Age Ranges</a> </strong> from <a href="//www.slideshare.net/InsTechCorp" target="_blank" style="font-weight: bold;">Insurance Technologies Corporation (ITC)</a><br />
<span itemprop="articleBody"><br />
Join us for the next Masters of Marketing webinar on Thursday, July 21st at 12 pm CST (1 pm EST, 11 am. MST, 10 am PST) for "How to Perform an SEO Audit on Your Insurance Agency".<br />
<br />
If you are not currently registered for Masters of Marketing, <a class="marketing" href="https://attendee.gotowebinar.com/register/5569715059467651073">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.</span><br />
<br />
</div>urn:uuid:959Content Curation 101 for the Busy Insurance Agent - Agency Marketing BlogAll you need to know to get started curating content for the blog on your insurance website, newsletter, and more!2016-06-15T09:00:00Z2024-03-19T05:52:04Z<a href="https://www.getitc.com/blog/marketing/2016/02/10/3-reasons-insurance-website-content-doesnt-matter#.V2AY5LsrKUk"><img src="/images/blog/EmilyKaltmanBlogs/typing.jpg" alt="person typing on laptop" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px; border-width: 1px; border-style: solid;" />Useful, thoughtful content</a> will always do well online. But, it’s okay if you aren’t churning out amazing, high-value content week after week. <br />
<br />
Here’s a little secret about content. You can supplement your <a href="https://www.getitc.com/!/insurance-agency-website"><strong>insurance agency website</strong></a> and newsletters with quality content. All with just little effort on your part. <br />
<br />
<h2>Enter: Content Curation</h2>
<br />
Curators are most often associated with museums. A curator is a specialist who interprets information, materials or content in a specific field. The job of a curator is to determine what people need to know about a particular item or subject.<br />
<br />
But, what does curation have to do with <a href="https://www.getitc.com/blog/marketing/2015/03/09/3-online-marketing-myths-you-shouldnt-believe#.V2AZJbsrKUk">online marketing</a>? The answer lies in your content needs.<br />
<br />
Content curation is collecting and sharing other people’s or brand’s content and resources.<br />
<br />
It’s the difference between writing a tweet and retweeting something another person posted. The first tweet you wrote yourself. The retweet you deemed important enough content to share with your followers. Perhaps you even added your own commentary. <br />
<br />
Keep in mind <a href="http://www.socialmediatoday.com/content/content-curation-vs-content-aggregation-basics" target="_blank">curation differs from aggregation</a>. Aggregate content is a list of links or sources, not much more. Curated content includes a small phrase or commentary explaining why you felt the content was important to share. <br />
<br />
<h2>The Benefits of Curation</h2>
<br />
The benefits of curation are twofold. <br />
<br />
First, content curation can <a href="https://www.getitc.com/blog/marketing/2014/06/06/growing-your-email-list-organically#.V2AgersrKUk">grow your readership</a>. <br />
<br />
Curated content is hand selected by you for your audience. You pick content that you audience will find relevant and interesting to them. <br />
<br />
When your audience sees you provide valuable content, they will come back again. They will trust you. Word will spread, and your readership will grow. Voila!<br />
<br />
As I mentioned before, having fresh, valuable content is essential to online marketing success. Soon your audience will consider you an expert, in the know and sharing the latest news and trends. <br />
<br />
Plus, curated content can make your blog, social content, and email marketing more well-rounded. Although you may consider yourself an expert on your field, why not bolster your ideas with the ideas of others as well? Having a range of content sources keeps you well-rounded and reputable. <br />
<br />
Second, content curation expedites the process of creating content. <br />
<br />
Even for people who enjoy writing, creating original content takes time. First, you’ve got to brainstorm, research and outline a topic. Then, you have to hash out the ugly first draft. And don’t forget the editing and proofreading process. <br />
<br />
Curation saves you time because you aren’t brainstorming, writing, and editing every word yourself. You already have a jumping off point established. The idea has been thought of, the content created and edited. All you need to do is curate it. <br />
<br />
<h2>How to Curate Content</h2>
<br />
It’s as easy as three steps. <br />
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Review and gather content.</strong></blockquote>
<br />
<br />
Keep your ear to the ground. Subscribe to newsletters and RSS feeds. Follow interesting, knowledgeable people on Twitter. Watch cool YouTube videos. <br />
<br />
Look for content that makes you think, “My clients could really get something out of this.” <br />
<br />
Congratulations! You’ve done one third of the work already.<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Reformat content.</strong></blockquote><br />
How you reformat your content depends on how you’ll use it. People will curate content for their social media channels. Or, they’ll post a blog roundup covering multiple pieces of content. <br />
<br />
A popular way to use curated content is in an <a href="https://www.getitc.com/blog/marketing/2015/11/16/how-to-create-an-email-newsletter-that-doesnt-suck#.V2Agw7srKUk">email newsletter</a>. <br />
<br />
If you’re curating content for your newsletter, pick the most important things you’ve read. Then, sum up each piece of content into its main takeaway or main idea. Do this in one to two sentences. Don’t forget to add your own commentary. <br />
<br />
Keep your description short and to the point, so people can skim. They’ll still get what they need to know without reading the entire article. <br />
<br />
Imagine your newsletter as a reader’s digest of news you find each week. It’s packaged in a bite-sized format. <br />
Here’s an example blurb using this blog post, which could appear in an email newsletter:<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><span style="text-decoration: underline;"></span>"<a href="https://www.getitc.com/blog/marketing/2016/06/15/content-curation-101-for-the-busy-insurance-agent#.V2AieLsrKUk"><span style="text-decoration: underline;">This article</span> </a>describes how content curation adds value for your audience. As an author, I also like how content curation keeps me on top of the latest industry trends."</blockquote><br />
Always link back to your source. If someone wants to read the original article, you’ve made it easy for him. <br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Publish or share content.</strong></blockquote><br />
After you’ve written the perfect blurb and linked to the source, insert it into your newsletter. Send the newsletter to your readers. <br />
<br />
Whatever you do, it’s important to be consistent. <br />
<br />
If you send a curated content email or post a curated content blog once a week, commit to it. Over time people will expect it from you. Your clients will begin to rely on your blog and recognize it as a source of useful information.<br />
<br />
The worst thing you can do is be <a href="https://www.getitc.com/blog/marketing/2015/02/09/what-a-neglected-blog-says-about-your-insurance-agency#.V2Ag_rsrKUk">inconsistent</a>. Of course, this applies to all your content and not just content curation.<br />
<br />
<h2>Tips and Etiquette for Beginners </h2>
<br />
Here are some extra tips to keep in mind when curating content. <br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Make sure your curated content has a connected theme. It helps the reader contextualize what you’re sending them. So, select a theme from the beginning (see next bullet for examples). If you are an insurance agent, post information about that. <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>You can create a theme based on rotating topics. Try compiling Ask the Experts posts. For young customers, a collection of curated Getting Started posts are helpful. And everyone would appreciate a compilation of This Year’s Top Industry Trends posts. <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>I mentioned this before, but it bears repeating. Always link back to your sources. The number one rule of content curation is to give credit. Do not pass off other people’s work as your own. That’s a good life rule in general. <br />
<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>You can curate different types of content, not only blogs or online articles. Share videos from YouTube or live tweets from an event. Or, link to a great webinar you attended. My point is… If it’s available online, and you think your audience will like it, share it!</blockquote>
<br />
<br />
<em>
Got a question about content curation? Leave it in the comments below.</em><br />
<div><br />
</div>urn:uuid:958This is the Way: Aly Manji from La Familia Insurance - Agency Rating BlogThis is the way Aly Manji, chief technology officer for La Familiar Insurance, works.2016-06-14T09:00:00Z2024-03-19T05:52:04Z<img alt="This is the Way: Aly Manji" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/AlyManji/This-is-the-Way.jpg" /><br />
<br />
As chief technology officer for his agency <a target="_blank" href="http://www.lafamiliainsurance.com/">La Familia Insurance</a> in Dallas, Texas, Aly Manji came to the insurance industry from a technology and consulting background. In 2010, he and his high school best friend decided to quit their consulting jobs. <br />
<br />
They tried a few start-up ideas that failed before they eventually landed in the insurance industry with two other successful young professionals. And now, six years later, La Familia has grown from a start-up agency to a growing agency with 39 locations in the Dallas and San Antonio areas. <br />
<br />
He may not have been in the industry for as long as some of his peers, but Aly has just as much passion for it. “What’s not to like about an industry in which you help your clients be better prepared for the future? Helping your clients remain financially prepared and make sure they have the peace of mind to face unforeseen obstacles is a great feeling!”<br />
<br />
I talked with Aly about how he handles the challenges of managing the technology needs of a growing, successful insurance agency. This is the way Aly Manji works.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
<br />
Carrollton, Texas<br />
<br />
<strong>Current gig:</strong><br />
<br />
Chief Technology Officer<br />
<br />
<strong>One word that describes how you like to work.</strong><br />
<br />
Constantly<br />
<strong><br />
Current mobile device:</strong><br />
<br />
iPhone 6<br />
<strong><br />
Current computer:</strong><br />
<br />
Dell XPS – Win 10<br />
<strong><br />
Project(s) you’re currently working on:</strong><br />
<br />
<ol class="olstyle-bullets">
<li>Expanding La Familia Insurance and focusing on a data driven approach to the workings of our agency.</li>
<br />
<li>Serving as a tech consultant to an amazing start-up to bring a better way to complete those dreaded continuing education credits through insuranceclassroom.com. </li>
</ol>
<br />
<strong>Accomplishments you’re proud of:</strong><br />
<br />
<ol class="olstyle-bullets">
<li>Growing our agency from one door in November 2010 to a regional presence with 36 doors and more on the way!</li>
<br />
<li>Raising $1.1 million dollars from local businesses, individuals, and foundations for the Aga Khan Foundation to help break the cycle of poverty in the poorest parts of the world. </li>
</ol>
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
<ol class="olstyle-bullets">
<li>Grow my agency to 50 locations so I can better serve our customers.</li>
<br />
<li>Raise $1.5 million in Dallas for the Aga Khan Foundation.</li>
</ol>
<br />
<strong>Aside from your phone and computer, what gadget or app can’t you live without and why?</strong><br />
<br />
<ol class="olstyle-bullets">
<li>Todoist – A task manager app that helps me manage my day and gives me points as incentives to grow my rank and level up.</li>
<br />
<li>Evernote – One of the few apps that translates pen and paper notes seamlessly to digital and even performs decent optical character recognition so you can find what you’re looking for as long as your handwriting is slightly legible. I end up taking notes everywhere from sticky notes to a proper notebook, but Evernote helps me keep them all in one place.</li>
<br />
<li>Forest – This one can be classified as an anti-app. The premise of this app is to turn it on, set a timer, and plant a virtual tree. Every time you then close the app to check your phone, check social media, etc. it kills the tree (or on some settings give you only a 50% reward because you need to take calls). At the completion of your goal of 30 minutes, for example, it would plant said virtual tree in a forest to visually show progress and in doing so breaks the habit of incessantly checking your phone. The more you focus on work and not on your phone the bigger your forest grows. Ultimately with enough rewards you can donate your coins to plant real trees in endangered forests!</li>
</ol>
<br />
<img alt="Aly Manji and family" style="width: 500px; height: 375px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/AlyManji/family.jpg" /><br />
<br />
<strong>Describe your workspace.</strong><br />
<br />
Simple and sufficient. My personal office is usually piled high to the ceiling with tech supplies for my offices. I even put in a tech bench in addition to my small desk where I can repair old computers manually. <br />
<br />
<strong>How do you manage your to-do list?</strong><br />
<br />
In Todoist<br />
<br />
<strong>What are your biggest challenges?</strong><br />
<br />
Managing the communications and tech infrastructure for more than 100 employees eats up a lot of time during business hours, which means all other goals for work must follow after hours.<br />
<br />
<strong>When you finish a project do you immediately jump to the next one? Or, do you take time to revel in what you accomplished and let your mind wander without worrying about what’s next?</strong><br />
<br />
Don’t know if I necessarily bask in the glow of a completed project, but I do believe in coffee breaks. Lots of coffee breaks.<br />
<br />
<strong>What’s your best time-saving tip or hack?</strong><br />
<br />
I wish I had one! I’m reading other <a href="https://www.getitc.com/blog/tag/this_is_the_way/"><em>This is the Way</em></a><em></em> posts to get ideas for myself! <br />
<br />
<strong>What is your best everyday habit?</strong><br />
<br />
Depending on who you ask this is either my best or worst habit. In my opinion though, I believe it’s best to never take any business challenge or bad news too seriously. I’m extremely goofy around the office and do my best to make light of most adverse situations.<br />
<br />
<strong>How do you recharge?<br />
</strong><br />
Playing some Madden, FIFA or Call of Duty does wonders.<br />
<strong><br />
What’s your sleep routine like?</strong><br />
<br />
What’s that? I think modernity has made sleep deprivation a badge of courage for individuals. Though I don’t agree with that sentiment, I still find sleep is a precious commodity.<br />
<strong><br />
What gets you out of bed in the morning?</strong><br />
<br />
Breakfast with coffee. I envy the people who say their competitive spirit or their business goals, etc. get them out of bed in the morning. I wake up starving and the thought of food and coffee is a great incentive to leave my bed. <br />
<br />
<img alt="Aly ziplining" style="width: 500px; height: 375px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/AlyManji/ziplining.jpg" /><br />
<br />
<strong>Who are your business idols and why?</strong><br />
<br />
Warren Buffet and Bill Gates. Not because of how successful they are as businessmen, but they are also the biggest philanthropists in the world. An individual’s motivation to be successful should always be grounded in serving his community and shared humanity. Succeed so that you may become an instrument of success for those in need.<br />
<br />
<strong>What’s the best advice you’ve ever received?</strong><br />
<br />
“There are those... who enter the world in such poverty that they are deprived of both the means and the motivation to improve their lot. Unless these unfortunates can be touched with the spark which ignites the spirit of individual enterprise and determination, they will only sink back into renewed apathy, degradation and despair. It is for us, who are more fortunate, to provide that spark.” ~ Aga Khan IV<br />
<strong><br />
What would you be doing if you weren’t working at La Familia Insurance?</strong><br />
<br />
I would most likely be in the consulting world working with the asset intelligence trend that was just sprouting back when I was at Deloitte. I had the privilege to be on the research team that delved into some of the first applications of asset intelligence on the fringe and wanted to grow further with that practice. <br />
<br />
<strong>What is your motto or personal mantra?</strong><br />
<br />
Do unto others as you would have them do unto you.<br />
<br />
<strong>What’s your favorite blog?</strong><br />
<br />
Not big on blogs, but my favorite podcast is 99% Invisible. <br />
<br />
<strong>What do you listen to while working?</strong><br />
<br />
Music sometimes, but mostly keep my ears open to what is going on down the hall. It’s always fun to interject loudly from my office and catch everyone off-guard. <br />
<br />
<strong>What are you currently reading?</strong><br />
<br />
<em>Scaling Up</em> by Verne Harnish<br />
<br />
<strong>What are you watching on Netflix right now?</strong><br />
<br />
House of Cards and American Dad<br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> post?</strong><br />
<br />
<a target="_blank" href="http://www.twitter.com/beckylschroeder">Becky Schroeder</a>. I think there will be a ton of sagacious advice on productivity in that edition! <br />
<br />
<em>The </em>This is the Way <em>blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a target="_blank" href="http://www.twitter.com/instechcorp">Tweet</a> us or leave it in the comments below.</em>urn:uuid:957Top 7 Ways to Keep Visitors on Your Insurance Website - Agency Marketing BlogWhen people spend time on your insurance agency website they’re more likely to become a lead. We’ve got seven tips to keep your website traffic longer. 2016-06-13T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/TinoIzuoraBlogs/woman-viewing-website.jpg" alt="woman viewing website" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />A good <a href="https://www.getitc.com/!/insurance-website"><strong>insurance agency website</strong></a> attracts quality traffic and encourages people to stay. The longer your visitors stay, the more they get to know you. This familiarity makes them more likely to convert into a lead.<br />
<br />
We have looked at and designed thousands of insurance websites. With that experience we have seen what is effective and what is not at getting people to stay on a website. <br />
<br />
The following are seven best practices to keep visitors on your insurance agency website. <br />
<br />
<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Attractive Design <br />
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</h2>
A professional insurance website design shows the agency is reliable and trustworthy. A thoughtful and attractive design indicates what kind of agency you are. It also makes your agency stand out against sloppy competitor websites.<br />
<br />
If you want to learn more about insurance website design, check out these blog posts:<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2016/02/08/the-ultimate-guide-to-building-your-insurance-agency-website#.V1rIYPkrKUk" style="line-height: 1.5em;">The Ultimate Guide to Building Your Insurance Agency Website</a>
<br />
<a href="https://www.getitc.com/blog/marketing/2016/05/02/stop-dont-make-these-insurance-website-design-mistakes#.V1rIYPkrKUk" style="line-height: 1.5em;">STOP! Don’t Make These Insurance Website Design Mistakes</a>
<br />
<a href="https://www.getitc.com/blog/marketing/2016/01/06/8-insurance-website-design-trends-to-watch-in-2016#.V1rIY_krKUk" style="line-height: 1.5em;">8 Insurance Website Design Trends to Watch in 2016</a>
<span style="font-size: 1.2em; font-weight: 900; line-height: 1.1; font-family: inherit; color: #000000;"><br />
</span>
<a href="https://www.getitc.com/blog/marketing/2016/01/06/8-insurance-website-design-trends-to-watch-in-2016#.V1rIY_krKUk" style="line-height: 1.5em;"></a>
<h2>2.<span class="Apple-tab-span" style="font-size: 1.2em; font-weight: 900; line-height: 1.1; white-space: pre; font-family: inherit; color: #000000;"> </span><span style="font-size: 1.2em; font-weight: 900; line-height: 1.1; font-family: inherit; color: #000000;">Clear Navigation </span> </h2>
<a href="https://www.getitc.com/blog/marketing/2014/07/21/navigating-your-insurance-website-organization-better-usability#.V1rJS_krKUk">Visible and consistent navigation </a>makes it easy for your visitors to find information. Make the text readable with a simple font style and reasonable size. <br />
<br />
Do not change the navigation from page to page. The inconsistency disorients people and leads to frustration. When people get frustrated, they will leave and never come back.<br />
<br />
<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Contact Information <br />
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</h2>
Display contact information in an obvious place. The most common area is in the top right corner of every webpage. This placement is easy to find as visitors click around your insurance agency website. This way, no matter where the visitor is, he or she can see your phone number when it’s needed. <br />
<br />
<h2>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Calls To Action <br />
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</h2>
Prominent <a href="https://www.getitc.com/blog/marketing/2013/04/23/how-to-create-an-effective-call-to-action-on-your-website#.V1rJdvkrKUk">calls to action</a> engage visitors and naturally lead them to that next step. <br />
<br />
Try using a <em>Get a Quote</em> or <em>Contact Us </em>button. Buttons can also break up a full page of text, which is a good design principle.<br />
<br />
For more about calls to action, read these blog posts:<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2013/04/23/how-to-create-an-effective-call-to-action-on-your-website#.V1rJqvkrKUk">How to Create an Effective Call to Action<br />
</a>
<a href="https://www.getitc.com/blog/marketing/2014/07/02/not-getting-many-quote-requests-from-your-insurance-website#.V1rJrvkrKUk">Not Getting Many Quote Requests From Your Insurance Website?</a><br />
<a href="https://www.getitc.com/blog/marketing/2015/11/18/best-and-worst-colors-for-conversion-centered-cta-buttons#.V1rJsvkrKUk">Best and Worst Colors for Conversion-Centered CTA Buttons</a><br />
<br />
<h2>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Engage Visitors <br />
<br />
</h2>
Attract visitors’ eyes with movement like a slideshow or rollover graphics. <br />
<br />
These design elements make your website more fun and interesting to interact with. Plus, these details are a great way to showcase your services and set the tone for your agency.<br />
<br />
<h2>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Content <br />
<br />
</h2>
Fill your insurance agency website with useful information. <br />
<br />
Helpful content encourages visitors to stay longer. <a href="https://www.getitc.com/blog/marketing/2016/06/06/10-places-to-get-content-ideas-for-your-blog#.V1rNqvkrKUl">Keep content fresh</a> since outdated content can convey the wrong message. <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2015/06/22/why-duplicate-content-is-bad-for-seo#.V1rN1PkrKUl">Fresh, original content is also good for SEO.</a> Search engines like to see you are adding new content on your website.<br />
<br />
More blog posts about content:<br />
<br />
<a href="https://www.getitc.com/blog/marketing/2014/09/10/why-you-should-have-control-of-your-insurance-website-content#.V1rN5vkrKUk">Why You Should Have Control of Your Insurance Website Content</a><br />
<a href="https://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website#.V1rN6vkrKUk">How to Create High Quality Content for Your Insurance Website</a><br />
<a href="https://www.getitc.com/blog/marketing/2015/02/09/what-a-neglected-blog-says-about-your-insurance-agency#.V1rN7PkrKUk">What a Neglected Blog Says About Your Insurance Agency</a><br />
<h2>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Resources </h2>
Give visitors a reason to come back to your website by offering informational resources. Some examples are calculators, a news center, free reports, or an insurance glossary. Promote these resources on your home page. <br />
<br />
<br />
<em>
Have questions about keeping visitors on your insurance agency website? <a href="https://www.getitc.com/products/websites/consultation/">We can help. </a></em><br />
<div><br />
</div>urn:uuid:956Making the Move From Flash - Agency Marketing BlogGoogle Chrome will start blocking Flash content on websites by the end of this year. Here’s what you need to know for your insurance agency website.2016-06-08T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/KarlyBlogs/Chess-Move.jpg" alt="chess move" style="width: 300px; height: 186px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Designers have used Flash to build beautiful website designs with impressive functionality for years. (<a href="https://www.getitc.com/blog/marketing/2015/06/17/the-truth-about-flash-in-insurance-website-design#.V1ghrvkrKUk">We’ve used it</a> in our <a href="https://www.getitc.com/!/insurance-website-designs">insurance website designs</a>.) <br />
<br />
Last year came some rumblings about the end of Flash. First from <a href="https://www.getitc.com/blog/marketing/2015/08/31/have-flash-its-time-to-upgrade-your-insurance-website-design#.V1ghyfkrKUk">Google</a>. Then <a href="https://www.getitc.com/blog/marketing/2016/03/02/the-end-of-flash-why-you-should-upgrade-now#.V1ghyvkrKUk">Adobe</a> itself. But, the time has finally arrived. <br />
<br />
Last month <a href="http://www.theverge.com/2016/5/15/11679394/chrome-to-block-flash-later-2016" target="_blank">Google announced </a>that they will block most Flash content on Chrome by the end of this year. Experts expect other web browsers, including Safari, Firefox, and Internet Explorer, to follow suit.<br />
<br />
<h2>What is Flash?<br />
<br />
</h2>
Flash is software used for viewing multimedia, applications, and streaming video online. Website designers use Flash in animation, software applications and video games. <br />
<br />
<h2>What Google’s Announcement Means<br />
<br />
</h2>
This news from Google means Chrome would block all Flash content by default for nearly every website. <br />
<br />
According to <a href="http://www.theverge.com/2016/5/15/11679394/chrome-to-block-flash-later-2016" target="_blank">The Verge</a>, users would still be able to allow Flash content on a site-by-site basis. But, they have to specifically choose to do so. Chrome will display a prompt offering to enable Flash. If chosen, Chrome would remember to run Flash on that website for all future visits.<br />
<br />
The internet’s top 10 websites that rely on Flash will <a href="https://consumerist.com/2016/05/16/google-chrome-will-disable-adobe-flash-by-default-by-the-end-of-this-year/" target="_blank">receive a temporary pardon</a> that lasts one year. These websites include YouTube, Facebook and Amazon. After that year ends, those websites may have Flash blocked by default like everyone else. <br />
<br />
<h2>One Option: HTML5<br />
<br />
</h2>
Google’s decision to block Flash encourages website developers to transition to HTML5. <br />
<br />
Your insurance agency website might have Flash and HTML5 as backup. If that’s the case, Chrome will display the HTML5 instead of prompting users to enable Flash. <br />
<br />
<h2>What to Do<br />
<br />
</h2>
If you have an <a href="https://www.getitc.com/products/websites/">Insurance Website Builder</a> website, there is good news. Insurance Website Builder websites have always been compatible across all browsers. <br />
<br />
Plus, none of our websites were ever built entirely out of Flash. This means that you don’t have to upgrade your entire website if there is Flash on it. It is easy and inexpensive to update only the parts that contain Flash. <br />
<br />
We also always include backup elements, such as HTML5, for when Flash won’t display.<br />
<br />
If you don’t have an Insurance Website Builder website, <a href="https://support.google.com/adwords/answer/6249073" target="_blank">learn more about how to prepare your website for the switch from Flash</a>.<br />
<br />
<em><br />
If you’ve had the same <a href="https://www.getitc.com/!/insurance-website-designs">insurance website design</a> for a while, take a look at our <a href="https://www.getitc.com/products/websites/order/">screenshot gallery</a>. <br />
</em>
<div><br />
</div>urn:uuid:955Operation Agency Success: Why You're Not on the First Page of Google - ITC VideosIf you want your insurance website to be on the first page of Google results, don't make these four mistakes.2016-06-07T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/OAS/laird_thumbnail.jpg" style="display: none;" /><iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/169600405?color=ff9933&autoplay=1"><noframes><img alt="" src="/images/blog/OAS/laird_thumbnail.jpg"></noframes></iframe>
<br />
<br />
Being on the first page of Google results is a lot of work. ITC President Laird Rixford explains the four things that can keep your <a href="http://www.getitc.com/!/insurance-agency-website"><strong>insurance agency website</strong></a><strong></strong> from appearing in those coveted ten spots on the first page.<br />
<br />
<h2 class="subtitle">Related Article</h2>
<br />
<a href="https://www.getitc.com/blog/marketing/2016/04/27/what-google-hates-to-see-on-your-insurance-website">What Google Hates to See on Your Insurance Website</a><br />
<a href="https://www.getitc.com/blog/marketing/2016/04/06/seo-beginners-know-these-7-things-before-you-do-anything-else">SEO Beginners: Know These 7 Things Before You Do Anything Else</a><br />
<a href="https://www.getitc.com/blog/marketing/2016/03/16/who-does-seo-benefit">Who Does SEO Benefit?</a>urn:uuid:95410 Places to Get Content Ideas for Your Blog - Agency Marketing BlogWhen you need blog post ideas for your insurance website, use one of these resources to find some content inspiration.2016-06-06T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/StephanieEwenBlogs/Content-Bulletin-Board.jpg" alt="content bulletin board" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />“How do I know what to write about in my blog?” <br />
<br />
This is something we hear almost on a daily basis. <br />
<br />
It can be daunting staring at a blank screen. You’re wondering what your<strong> <a href="https://www.getitc.com/!/insurance-website">insurance agency website</a></strong> visitors want to read.<br />
<br />
It doesn’t matter how long you have been in the insurance industry or how passionate you are. You have likely experienced the twinge of anxiety about blogging. <br />
<br />
<strong>
Not to worry. We are here to help. <br />
</strong><br />
Your blogs do not need to be about insurance all the time. It is reasonable to take some creative liberties on your website. Your blog posts should reflect your personality. <br />
<br />
Let’s jump right in.<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
<strong>
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Start with your hobbies<br />
</strong><br />
Make a list of activities you like to do when you are not working. Now you have several content ideas just from that list. <br />
<br />
Look at your list and cross reference your hobbies with insurance. For example, if you like to travel, tie that in with travel insurance. <br />
<br />
<strong>
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Talk to your agents<br />
</strong><br />
This may seem like a strange resource for blog posts. But, it’s worthwhile to come together and compile a list of questions they field every day. <br />
<br />
It is likely your clients asking these questions have already looked for the answer and did not find it. At least, to their satisfaction. <br />
<br />
Or, they did little research and thought it best to ask you. Either way, these questions are an opportunity to get tuned in to the information people are looking for.<br />
<br />
<strong>
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Use Google search recommendations<br />
</strong><br />
I know this suggestion may have you scratching your head, but stay with me. Try this little exercise: <br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
a.<span class="Apple-tab-span" style="white-space: pre;"> </span>Open a new tab in your browser and search for one of your main keywords, e.g., car insurance. </blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
b.<span class="Apple-tab-span" style="white-space: pre;"> </span>Scroll down to the bottom of the search results. There you will see a section titled “Searches related to car insurance.” In this section you will see other search options related to your main keyword. </blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><img src="/images/blog/StephanieEwenBlogs/Google-Suggested-Searches.jpg" alt="Google Search Suggestions" style="vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /><br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
c.<span class="Apple-tab-span" style="white-space: pre;"> </span>Choose one of the non-branded options you see (do not click on Progressive, Geico or other branded phrase). </blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
d.<span class="Apple-tab-span" style="white-space: pre;"> </span>Again, scroll down to the bottom of the page and find the same section. You should see phrases like “car insurance price comparison” or “car insurance comparison chart.” </blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
These are things people search for. You can easily blog about these search terms. Do this search for each type of insurance you write, and you will have a healthy list of blog topics. </blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
Keep track of the keyword phrases you click on, as these can also be used on your insurance website. <a href="https://www.getitc.com/blog/marketing/2015/05/15/long-tail-keywords-what-are-they-good-for#.V1Hi6_krKUl">See our blog on long tail keywords.</a></blockquote></blockquote></blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
<strong>
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Check your Google Search Console <br />
</strong><br />
Review the Search Analytics report in your <a href="https://support.google.com/webmasters/answer/4559176?hl=en" target="_blank">Google Search Console</a> (formerly <a href="https://www.getitc.com/blog/marketing/2015/03/19/masters-of-marketing-5-thing-to-look-out-for-in-google-webmaster-tools#.V1HjVPkrKUl">Google Webmaster Tools</a>). These are phrases your website already ranks for. You should see questions and phrases in this list that can act as the topic for a blog post. <br />
<br />
To access your Google Search Console, simply visit <a href="https://www.google.com/webmasters/">http://www.google.com/webmasters</a>. Log in with your agency’s Google credentials. Then, to access the Search Analytics report, navigate to Search Analytics on your dashboard. <br />
<br />
<strong>
5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Write about local news and events. <br />
</strong><br />
Remember when I said blog topics don’t always have to focus on insurance? Write about local events, news and other happenings in your area. <br />
<br />
Your website visitors likely live in the same community. Show them you are in tune with what’s going on in town and are a credible, source of local information. <br />
<br />
<strong>
6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Browse industry blogs or forum<br />
</strong><br />
Look to industry blogs and forums that have active comment sections. See what questions people are asking. Those questions can lead to some great blog topics. For example, if you see a lot of users commenting on a particular topic, that topic might make a worthwhile blog post. <br />
<br />
<strong>
7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Sign up for Google Alerts<br />
</strong><br />
Every insurance agency should use <a href="https://www.google.com/alerts" target="_blank">Google Alerts</a>. Set up alerts for your agency name and main keywords, e.g., business insurance. <br />
<br />
You will get email alerts from around the internet based on the keywords in your alert. You'll also get these in whatever frequency you choose. <br />
<br />
Go through these alerts, and see what sparks an idea.<br />
<br />
<strong>
8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Send out a client survey <br />
</strong><br />
Create a simple client survey. Allow your clients to suggest topics they’re interested to know more about. You’ll gain insight into the minds of your clients and relevant potential blog topics.<br />
<br />
<strong>
9.<span class="Apple-tab-span" style="white-space: pre;"> </span>Peruse Quora<br />
</strong><br />
<a href="https://www.quora.com/" target="_blank">Quora </a>is a platform for people to pose questions on various topics. Those questions are then answered by the community. You can follow questions related to the industry or other topics of interest. <br />
<br />
Dig through the stream, and look for questions people are asking that could help your clients. Answer each question you find with a blog post. <br />
<br />
<strong>
10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Try your hand at freewriting <br />
</strong><br />
This technique is common in brainstorming but can be useful for finding blog topics too. To freewrite, just start writing. Don’t worry about grammar or punctuation. <br />
<br />
Write whatever thoughts come to mind. It is a good idea to set a timer for this activity. Once the time is up, read through what you wrote and see what you can use as a blog topic. </blockquote>
<br />
<strong>
Bonus: ITC Marketing Blog<br />
</strong><br />
Each month <a href="https://www.getitc.com/blog/tag/10%20ideas/">we publish a blog with topic ideas</a> you can use. Feel free to use them on your blog or in your agency newsletter. Some even make great content for your social media profiles.<br />
<br />
<em><br />
We want to hear from you. Leave us a comment below if you have a question about any of the resources above. </em><br />
<div><br />
</div>urn:uuid:952Location, Location, Location: Location Pages for Your Insurance Agency - Agency Marketing BlogA page for each of your agency’s locations can boost the local searchability to your insurance website.2016-06-01T16:52:00Z2024-03-19T05:52:04Z<img src="/images/blog/PhillipLongBlogs/Map-Pin.jpg" alt="Map Pin" style="width: 300px; height: 165px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px; border-width: 1px; border-style: solid;" />There are a lot of reasons why you would pick a certain city or neighborhood for your agency’s office. For example, most agencies pick their office location based on the clients they want. <br />
<br />
When it comes to digital marketing, your location is just as important online as it is off.<br />
<br />
In this blog, I’ll touch on the main page elements you need to include on each location’s page. I have also provided an example of a page we created for one of our clients.<br />
<br />
<h2>What is a Location Page?</h2>
<br />
Most agencies find value in gaining online traffic from their city. Dedicated location pages can help your online visibility. Keep in mind this strategy is specifically for agencies with more than one location.<br />
<br />
A location page indicates to Google you want to be relevant in a particular city. <br />
<br />
So, think about how you will organize your location pages. <br />
<br />
If you have many locations in one city, consider pages based on your locations’ neighborhoods. For example, a location page for your downtown office and a page for your suburban office. <br />
<br />
Or, if your agency has locations across many cities or states, separate them that way. For example, you can separate your offices in Dallas and Oklahoma by state.<br />
<br />
There are certain elements to a location page you will want to include.<br />
<br />
<h2>Title and H1</h2>
<br />
It is important to include your city or state in the title and H1 (heading) tags of each location page you make. Each title and H1 tag should be different from the other location pages, even if it is only changing the city listed.<br />
<br />
<h2>Unique Content</h2>
<br />
Each page should have unique content on it. The quality of the content is important, so don’t sacrifice quality for length. <br />
<br />
If you are struggling to write quality unique content for all 30 of your locations, you aren’t alone. Adding a unique testimonial to each location page can add content Google can read.<br />
<br />
<h2>Address</h2>
<br />
Include your address on the listing. Make sure you have directions to it either in text or a link to Google Maps. <br />
<br />
Does the location have a P.O. Box? You should mention it if you do.<br />
<br />
<h2>Embedded Verified Map</h2>
<br />
Embed a Google Map that has been verified for the Google My Business page for that location. <br />
<br />
If you need help getting started with Google My Business, <a href="https://www.getitc.com/blog/marketing/2016/05/18/why-google-my-business-matters-for-your-insurance-agency#.V0h9VvkrKUl">check out this post</a>. Here is how to get the embed code:<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Go to Google Maps and search for your business. <br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Select the location you need the map for.<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Click the hamburger menu in the top left.<br />
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Click Share or Embed Map.<br />
5.<span class="Apple-tab-span" style="white-space: pre;"> </span>At the top of the box that appears, click Embed Map.<br />
6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Customize the size you need to fit your page on the left.<br />
7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Copy and paste the code into the website.<br />
<br />
</blockquote>
<h2>Hours</h2>
<br />
Make sure your hours are accurate for each location. Open on Saturdays? Make sure you include that information.<br />
<br />
<h2>Review Websites</h2>
<br />
Link to websites where your clients can review you. Have a sentence or two asking people to review your agency. Let them know where they can see the reviews you have already.<br />
<br />
<h2>Photo</h2>
<br />
Include a photo of the location so people can recognize it if they go there. If possible, include that location’s employees in the photo for an added personal touch.<br />
<br />
<h2>Other Offices</h2>
<br />
Link to a couple of the other closest locations. This helps the interlinking within your<strong> <a href="https://www.getitc.com/!/insurance-agency-website">insurance agency website</a></strong>.<br />
<br />
<h2>Schema</h2>
<br />
Add schema markup to your pages. You can help Google see some of the important elements on your page this way. <br />
<br />
<a href="https://www.getitc.com/blog/marketing/2013/03/04/microdata-an-important-update-to-your-website-that-no-one-will-ever-see#.V0h9pvkrKUm">Google and humans read code differently</a>. The code should be fore Google. You can test to see what Google see’s on your page after you mark it up <a href="https://search.google.com/structured-data/testing-tool/u/0/" target="_blank">here</a>.<br />
<br />
<br />
With all those ideas in mind, here is an example of a page we have done for one of our clients, Peachstate Insurance. You can see all these elements on their location page.<br />
<br />
<img src="/images/blog/PhillipLongBlogs/locations.png" alt="Peachstate Insurance Location Page" style="vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /><br />
<br />
<br />
<em>
If you have any questions about locations pages, let us know in the comments. We would be happy to help!</em><br />
<div><br />
</div>urn:uuid:953What's in Release 6.0.39.10 of InsurancePro - Agency Management BlogThese are the changes in the latest release of ITC’s agency management system InsurancePro.2016-05-31T06:00:00Z2024-03-19T05:52:04ZThese are the enhancements that are included in the latest release of agency management system InsurancePro (Release 6.0.39.10).<br />
<br />
<ul class="ulstyle-bullets">
<li>Expanded TLS protocol support to meet new PCI security compliance standards.</li>
<br />
<li>Added the ability to add 5<sup>th</sup> and 6<sup>th</sup> driver and vehicle.</li>
<br />
<li>For AgencyBuzz users:</li>
<br />
<ul class="ulstyle-bullets">
<li>After bridging a quote from TurboRater to InsurancePro, the information will now get sent to AgencyBuzz after collecting a payment. If payment is not taken, it will be sent to AgencyBuzz as a prospect.</li>
<br />
<li>Business rules can now be triggered when InsurancePro sends information to AgencyBuzz. </li>
</ul>
<br />
<li>Corrected some compatibility issues with Adobe Reader DC.</li>
<br />
<li>Corrected an issue with certificate holders not correctly displaying private mailbox number.</li>
<br />
<li>Corrected an issue with saved ACORD forms not displaying names correctly when there is an apostrophe in the name.</li>
<br />
<li>Corrected an issue with quote sheets not printing the entire form when a user is at the bottom of the form and didn’t check <em>print logo</em>.</li>
<br />
<li>Corrected an issue when trying to upload emails with illegal characters in the subject line.</li>
</ul>urn:uuid:95110 Sizzlin’ Hot Content Ideas for June - Agency Marketing BlogWhen you need content for your insurance website, newsletter or social media this June, use one of these sizzlin’ hot topics.2016-05-25T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/emilykaltmanblogs/june.jpg" alt="June Road Trip Map" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Are you already planning ahead for your <a href="http://www.getitc.com/blog/tag/blogging/">blog’s posting schedule </a>in June? Or, are you reading this in July and running way behind schedule? <br />
<br />
Either way, feel free to use some of these ideas to spice up your<a href="http://www.getitc.com/!/insurance-website"> insurance agency website</a>. You can also use them in your agency newsletter or on social media.<br />
<br />
Remember, your blog doesn’t have to be all business. You can use it to post about events, personal stories, company culture, and more. Your blog is your oyster!<br />
<br />
<h2>1. School’s Out For Summer</h2>
June marks the end of the year for school districts across the country. Students and faculty alike are burnt out and relieved summer break is around the corner. <br />
<br />
It’s timely to write a school year in review post. Or, perhaps a blog looking to the future as move on to the next, be it high school or college. <br />
<br />
You can also write about ideas for what to do with the kids when school is out so they don’t get bored. <br />
<br />
<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Graduation Advice </h2>
You know what graduating seniors are sick of besides schoolwork? People asking them “What’s next?” <br />
<br />
Write a blog to address this. An interesting and unique perspective would be “What Not to Ask a Graduating Senior.” <br />
<br />
Or, go for a nice story about when you graduated from school. What mindset were you in and how did you handle the transition?<br />
<br />
<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Roadtrippin’</h2>
Summer road trips are officially beginning. Remind your readers that they need to not only check their cars for a tune up but come in for an insurance tune up as well. <br />
<br />
As their agent, you want to help your clients make sure their auto coverage is appropriate. Also, be sure to mention recreational vehicle insurance if you offer it. <br />
<br />
<h2>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Secure Your Valuables</h2>
This topic could be a two-part blog, paired with the previous topic. While traveling, we want to know our belongings are secure. <br />
<br />
Share tips for securing valuables while out of town. Also, let your clients know the time to insure that wedding ring, laptop or SLR camera is before going on trips. <br />
<br />
<h2>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Father’s Day – June 19th</h2>
Father’s Day falls on the third Sunday in June each year. Does your community have local events to celebrate Father’s Day? <br />
<br />
Suggest a handful of community events that your clients would enjoy. Or, write a personal blog about how you plan to spend quality time with the dads in your life. <br />
<br />
<h2>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Driving Safely</h2>
In the summer, there are more drivers (especially of the teenage variety) on the roads. Write a blog post covering the most dangerous intersections and blind spots in your area. <br />
<br />
Remind your clients to pay extra attention in these areas. You can look up statistics from local news sources and governmental agencies.<br />
<br />
<h2>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Every Day a Holiday</h2>
According to the internet, every day is a holiday if you want it to be. June 10th is Iced Tea day. June 4th is Hug Your Cat Day. <br />
<br />
Check out websites <a href="http://www.timeanddate.com/holidays/fun/">like this one</a> and post a list of the funniest holidays you can find for June. You can also use these holidays for some cute social media posts. <br />
<br />
<h2>8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Flag Day</h2>
Go check your closest calendar. It can be the one hanging in the breakroom or the calendar on your smartphone. I bet there is an entry under June 14 for Flag Day. <br />
<br />
Now answer this: What does Flag Day celebrate? If you wrote a blog post about it, I bet you’d know!<br />
<br />
Flag Day celebrates the day the U.S. flag was adopted in 1777. The holiday wasn’t proclaimed until 1916, 139 years later, by Woodrow Wilson. It is an official federal holiday worth writing about.<br />
<br />
<h2>9.<span class="Apple-tab-span" style="white-space: pre;"> </span>National Donut Day – June 3rd</h2>
First of all, you should be celebrating donut day in your agency. It is another one of those great niche holidays to post about on your social media channels. So, take some fun pictures of your team enjoying some delicious fried dough. <br />
<br />
The accompanying blog post can be short and sweet. Share some pictures of the celebrations. Or, include a checklist of the must-try donuts and sweets in your community. Everyone loves donuts!<br />
<br />
<h2>10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Summer Jobs </h2>
It seems like everyone has a funny or touching story of summer jobs from adolescence. June is a great time to tell a story from one of your past jobs. <br />
<br />
Perhaps it started you down a path that led you to the insurance industry. Or, maybe it’s a fun and silly story. Just make sure that the stories are appropriate before you publish it.<br />
<br />
Your readers will enjoy reading about you because it makes you more human and likeable. You’re not just another insurance agent or insurance agency website. <br />
<br />
<br />
<em>
What content ideas do you have for this month? Leave some in the comments!<br />
</em>
<div><br />
</div>urn:uuid:950This is the Way: AnMarie Bozick - Agency Rating BlogFor AnMarie Bozick, ITC comparative rating product manager, the insurance industry makes the world go round. This is the way AnMarie works.2016-05-24T09:00:00Z2024-03-19T05:52:04Z<img alt="This is the Way: AnMarie Bozick" style="width: 700px; height: 373px; vertical-align: middle; margin-bottom: 10px;" src="/images/blog/ThisistheWay/AnMarieBozick/This-is-the-Way.jpg" /><br />
<br />
Agency owner, marketing rep, product manager at an insurance agency software company, AnMarie Bozick, CIC, has seen many sides of the insurance industry. <br />
<br />
Like many people, she did not plan for it. AnMarie took a clerical position at an insurance agency, which was supposed to be a temporary job. Before she knew it, she was opening her own insurance agency.<br />
<br />
What AnMarie likes about the industry is how it makes the world go around. “Think about it. How many banks would be willing to give out car loans or mortgages if their collateral wasn’t insured?”<br />
<br />
I talked with AnMarie about her experience in the industry and more. This is the way AnMarie works.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
<br />
Dallas, Texas<br />
<br />
<strong>Current gig:</strong><br />
<br />
<a href="http://www.getitc.com/products/rating/">Comparative rating</a> product manager. Or, a better way to explain it… It’s my job to collaborate and brainstorm with many of the best agencies in our industry and develop better ways to do things.<br />
<br />
<strong>One word that describes how you like to work.</strong><br />
<br />
Progressive (no pun intended).<br />
<br />
<strong>Current mobile device:</strong><br />
<br />
iPhone 5Plus<br />
<br />
<strong>Current computer:</strong><br />
<br />
Home PC is a Dell Inspiron, dual-core Intel i3 processor with 8GB RAM. Nothing fancy, but enough to get the job done.<br />
<br />
My tablet is a Surface Pro 3.<br />
<br />
<strong>Project(s) you’re currently working on:</strong><br />
<br />
Finalizing the specifications of <span style="text-decoration: line-through;">48</span>, scratch that, 49 new features for an upcoming TurboRater release. <br />
<br />
<strong>Accomplishments you’re proud of:</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>I married my best friend.</li>
<li>We raised a beautiful and intelligent daughter who is very strong in her faith.</li>
<li>I convinced my favorite nephew to move to Texas so he’d be close by.</li>
<li>Lastly, I started four insurance offices completely from scratch, and 10 years later sold them for a huge profit.</li>
</ul>
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>Add three to five new carriers onto our consumer facing buy now platform so agents can effectively compete in the online space.</li>
<li>Push out six new feature-packed releases in TurboRater.</li>
<li>Continue expanding my skills in software development, particularly C#, ASP.NET HTML, CSS, and SQL. </li>
</ul>
<br />
<img alt="AnMarie with her husband and daughter" style="width: 500px; height: 281px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/AnMarieBozick/BYU.JPG" /><br />
<br />
<strong>What technology, apps or tools can’t you live without?</strong><br />
<br />
Microsoft OneNote<br />
<br />
<strong>Describe your workspace.</strong><br />
<br />
L-shaped desk with three monitors. While I thought three were enough when I started at ITC eight years ago, I have come to realize I really would prefer six (hoping my boss reads this).<br />
<br />
<strong>How do you manage your to-do list?</strong><br />
<br />
Toodledo<br />
<br />
<strong>How do you celebrate finishing a big project?</strong><br />
<br />
Sit back and admire it for a bit, then on to the next one.<br />
<br />
<strong>What’s your best time-saving tip or hack?</strong><br />
<br />
If you have a dilemma or problem and just can’t seem to come up with a solution, put it down, step away, move onto other things and revisit it another time. The fresh perspective is usually all that’s needed to develop a solution.<br />
<br />
<strong>What is your best everyday habit?</strong><br />
<br />
On September 30th, 2001, my husband’s guard unit was activated and deployed to Kuwait to serve in Operation Enduring Freedom. Every day since that day, I remind him to be safe.<br />
<br />
<strong>What do you listen to while working?</strong><br />
<br />
Dead silence. I work next to several software developers, they really like it quiet.<br />
<br />
<strong>What are you currently reading?</strong><br />
<br />
Object-Oriented Thought Process by Matt Weisfeld<br />
<br />
<strong>How do you decompress?</strong><br />
<br />
Gardening. Currently I am growing corn, tomatoes, cucumbers, lettuce, beats, squash, jalapenos, blackberries, raspberries, banana peppers, onions, sunflowers, lavender and a wide assortment of herbs. Also in the backyard I have peach, pear, and nectarine trees.<br />
<br />
<img alt="AnMarie on a tractor" style="width: 500px; height: 375px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/AnMarieBozick/tractor.JPG" /><br />
<br />
<strong>What gets you out of bed in the morning?</strong><br />
<br />
My husband tells the dogs to jump up on the bed and wake me up.<br />
<br />
<strong>What does a typical day look like for you? </strong><br />
<br />
I carpool to the office with my best friend, spend more time than I’d like on answering emails, attend at least one meeting, I eat lunch at my desk as it is the best time for creative thinking as most everyone else leaves the office for lunch, work on pending projects and then head home. <br />
<br />
<strong>Who are your business idols and why?</strong><br />
<br />
I am a big fan of <a href="http://www.getitc.com/blog/rating/2015/12/22/this-is-the-way-andy-jordan-from-gainsco">Andy Jordan</a> at GAINSCO Insurance. Andy always has his finger on the pulse of the industry. He never pulls any punches, tells it like he sees it, and his staff has a great deal of respect for him.<br />
<br />
<strong>What’s the best advice you’ve ever received?</strong><br />
<br />
Shortly after my daughter started attending high school, I mentioned to a good friend of mine how expensive her clothes were. She told me instead of taking her shopping, I should give her a clothing allowance. That following semester with her clothing allowance in hand, my daughter went to the mall to check out the latest styles and then headed over to Goodwill to buy them. She came home with numerous new outfits and cash left in her pocket. She quickly admitted “Mom, it didn’t matter to me when it was your money, but when I realized it was mine, it was a whole different story.” Fast forward to today, my daughter recently graduated college completely debt free and with money in savings.<br />
<br />
<strong>What’s your favorite blog or resource?</strong><br />
<br />
<a target="_blank" href="http://www.hbr.org">Harvard Business Review</a><br />
<br />
<strong>What would you be doing if you weren’t working at ITC?</strong><br />
<br />
Director of marketing for an insurance carrier<br />
<strong><br />
What is your motto or personal mantra?</strong><br />
<br />
He never said it would be easy. He just said it would be worth it.<br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> post?</strong><br />
<br />
Outside ITC, Tonya Pierron, production manager of ABC Insurance Agencies, and Catherine M. Zielaskiewicz, account manager/analyst at Progressive.<br />
<br />
At ITC Peter Hyde and Misty Hoskins.<br />
<br />
<em>The </em>This is the Way<em> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a target="_blank" href="http://www.twitter.com/instechcorp">Tweet</a> us or leave it in the comments below.</em>urn:uuid:949All Your Emails Should Be Responsive. Here’s Why. - Agency Marketing BlogIt’s time. Here’s why every marketing email you send as part of your agency marketing plan should be responsive.2016-05-23T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/Girl-on-phone.jpg" alt="Girl on phone" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />A trending marketing term in 2016 is responsive design. What is it?
<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2015/05/18/re-is-responsive-web-design-for-my-agency#.Vz8dLvkrKUl">Responsive design</a> is when a website or email adapts to whatever device used to view it. For example, a website or email would look different on a desktop that it would on a tablet or smartphone.
<br />
<br />
Responsive design aims to make all emails viewable at 100%. This means the message and images fit your screen and scrolls naturally no matter the device.<br />
<br />
Responsive design has become imperative in the age of mobile technology. Sending out emails that do not fit every screen can lead to a quick delete.
<br />
<br />
More importantly, responsive emails get more traction with more clicks and more interaction. That’s exactly what your insurance agency can benefit from.
<br />
<br />
<strong>Which would you rather read?
<br />
</strong><br />
Below is an example of one email viewed on a mobile phone. On the left is the responsive design. On the right is the non-responsive design.
<br />
<br />
<img alt="" src="/images/blog/EmailMarketing.jpg" style="width: 600px; height: 534px;" /><br />
<br />
The responsive design fits the screen at 100% capacity. This allows the user to scroll up and down to view the content and images with ease.
<br />
<br />
The non-responsive design is more difficult to use. The recipient would have to re-adjust the size of the email manually. Plus, it is harder to click on a link, especially a text link.
<br />
<br />
With a full inbox, a person is much more likely to click on the email that fits his or her cell phone. A non-responsive email is more likely to get ignored or deleted.
<br />
<br />
<strong>Low Difficulty = High Importance
</strong><br />
<br />
Readers need to remain engaged with an email. You can help encourage engagement with your email design.<br />
<br />
Include images that scroll simply and fit the screen and forms that are simple to fill out. There is a much greater chance of reader interaction if the email is easy to navigate.
<br />
<br />
<a href="http://www.yesmail.com/resources/benchmarks/yesmail-q4-2015-email-marketing-compass" target="_blank">Yesmail looked at</a> millions of emails sent in the fourth quarter of 2015 to determine the impact of responsive design on engagement. What they found is that both responsive and non-responsive emails get opened on smartphones. <br />
<br />
The difference is that consumers are more likely to click when it looks good on their device and is easy to use.
<br />
<br />
<strong>It’s Easier than You Think!
</strong><br />
<br />
Did you know it is easier to design a responsive email template than a non-responsive one?
<br />
<br />
Responsive emails only require editing a few extra lines of code to change for each device. <br />
<br />
Meanwhile, a non-responsive email will have you building new design layouts for each device.
Also, responsive emails have a more structured template, saving design time, according to <a href="http://marketingland.com/" target="_blank">marketingland.com</a>.
<br />
<br />
Remember: efficiency is the key to email marketing. With responsive design, you have an easy template. Your reader has easy viewing. It’s a win-win. <br />
<br />
<br />
Think of responsive design as the first step to getting a subscriber to opt in to your emails.
<br />
<br />
A responsive design means an email is easy to view regardless of device. This increases the probability the recipient will interact more with the email.
<br />
<br />
Something as simple as a responsive design template could help grab a prospect’s business!
<br />
<br />
<em>Have you tried using responsive design in your email marketing? Tell us about it below in the comments!
</em>urn:uuid:948Masters of Marketing – 3 Critical Decisions for a Great Insurance Agency Website - Agency Marketing BlogSummary, slides and recording of ITC's Masters of Marketing webinar on decisions to make when designing your insurance website. 2016-05-19T12:34:12Z2024-03-19T05:52:04ZIn today’s Masters of Marketing Webinar, Karly Baker, IWB Website Coordinator, discussed 3 Critical Decisions for a Great Agency Website. <br />
<br />
When designing your agency's website, you should consider the importance of your <a href="http://www.getitc.com/blog/marketing/2014/02/03/how-to-choose-an-effective-domain-name-for-your-insurance-website#.Vz37zfkrKUk">domain name</a>, <a href="http://www.getitc.com/blog/marketing/2014/03/18/which-colors-are-the-best-for-your-insurance-website#.Vz374PkrKUk">color scheme</a>, <a href="http://www.getitc.com/blog/marketing/2012/11/19/getting-photos-for-your-website#.Vz37cPkrKUk">photo selection</a>, and <a href="http://www.getitc.com/blog/marketing/2015/11/09/blogging-is-the-life-blood-of-online-marketing#.Vz37r_krKUk">blogging</a>. <br />
<br />
If you missed the presentation, <a href="https://attendee.gotowebinar.com/recording/9079855357805824001">watch the recording here</a> or review the slides below. <br />
<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/key/HF6eLCtQUhvMMc" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
<div style="margin-bottom: 5px;"> <strong> <a href="//www.slideshare.net/InsTechCorp/3-critical-decisions-for-a-great-insurance-agency-website" title="3 Critical Decisions for a Great Insurance Agency Website" target="_blank">3 Critical Decisions for a Great Insurance Agency Website</a> </strong> from <strong><a href="//www.slideshare.net/InsTechCorp" target="_blank">Insurance Technologies Corporation (ITC)</a></strong> </div>
<br />
Join us for the next Masters of Marketing webinar on Thursday, July 21st at 12 pm CST (1 pm EST, 11 am. MST, 10 am PST). <br />
<br />
If you are not currently registered for Masters of Marketing, <a href="https://attendee.gotowebinar.com/register/5569715059467651073">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.urn:uuid:947Why Google My Business Matters for Your Insurance Agency - Agency Marketing BlogDrive highly targeted searches in your area to your insurance website with Google My Business. Here’s how.2016-05-18T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/GoogleMyBusiness.jpg" alt="google my business logo" style="float: right; margin: 5px; border-width: 1px; border-style: solid;" />Let’s face it: improving your <strong><a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website’s</a></strong> search visibility is hard.<br />
<br />
There are hundreds of factors that determine which websites get on the first page for a search query. It takes prolonged, consistent efforts to see improvements in search rankings. <br />
<br />
Say there was an opportunity to guarantee visibility for highly targeted searches in your area. You’d jump at it, right?<br />
<br />
Well, that opportunity exists. It’s called Google My Business.<br />
<br />
<strong>What Is Google My Business?<br />
</strong><br />
Google My Business is a portal for businesses to manage location and reputation data. It allows businesses to view and edit their address, photos and reviews in one dashboard. <br />
<br />
You can create and verify your listings to add information to the dashboard. That data can be used to customize the Google Knowledge Panel. The knowledge panel appears on the right side of the results for searches of your name on desktop computers. <br />
<br />
<img alt="" src="/images/blog/DylanBrooksBlogs/knowledge-graph.jpg" style="width: 600px; height: 315px; vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /><br />
<br />
It shows up within the regular search results for these results on mobile devices.<br />
<br />
<img src="/images/blog/DylanBrooksBlogs/Peachstate_Mobile.jpg" alt="mobile" style="width: 300px; height: 533px; vertical-align: middle; margin: 5px; border-width: 1px; border-style: solid;" /><br />
<br />
Some of the data can also be used to help customize your Google+ profile and Google Maps listing.<br />
<br />
<strong>Why Does Google My Business Matter?<br />
</strong><br />
Completing your Google My Business profile won’t impact your search rankings for keywords. <br />
<br />
But, having an accurate Google Knowledge Panel and Google Maps listing can still help your agency. <br />
<br />
These listings show up on most locally-based Google searches. With the advent of smartphones,<a href="http://www.getitc.com/blog/marketing/2015/04/01/why-you-should-be-doing-local-search-marketing#.Vzsi7_krKUk"> local searches</a> are more and more common. <br />
<br />
Also, local search queries are often action-oriented. That means consumers are likely to contact your agency when they see a knowledge panel. Or, a map listing that includes it.<br />
<br />
Your Google My Business dashboard also allows your agency to shine in the search results. <br />
<br />
By verifying your listing, you take control over most of the editing process. Google is then more apt to trust the updates you make to the dashboard.<br />
<br />
You can showcase your agency’s best photos in your agency’s Google Knowledge Panel. You also can respond to reviews displayed on Google and show off your customer service. <br />
<br />
A well-optimized Google My Business presence is valuable. It allows you to control your agency’s narrative within the world’s largest search engine.<br />
<br />
<strong>How to Manage Your Google My Business Listings<br />
</strong><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Go to <a href="https://www.google.com/business/?utm_campaign=us-en-et-gs-z-gmb-l-z-h~my%7Credirect%7Cu&utm_medium=et&gmbsrc=us-en-et-gs-z-gmb-l-z-h~my%7Credirect%7Cu&ppsrc=GMBLR&utm_source=gmb">www.google.com/business</a>.<br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Log in with your Google account. (Or, create a new one if you don’t have one.)<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Choose what type of listing you’re creating. If you have brick and mortar offices, choose local business. If your agency is online only or through a call center, create a brand page and skip ahead to step 5.<br />
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Fill in your agency name and the address of your primary location.<br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">a.<span class="Apple-tab-span" style="white-space: pre;"> </span>If there’s a matching Google Maps listing, verify the listing. Make sure the business name, address, phone number and website are all correct.</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">b.<span class="Apple-tab-span" style="white-space: pre;"> </span>If there’s no matching Google Maps listing, fill out the information. That includes the business name, address, phone number and website. Then follow the steps to verify the listing.</blockquote></blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Complete the remaining fields, including business categories, business description and business photos.<br />
6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Check the Google Maps listing for that location to make sure the data is correct there.<br />
7.<span class="Apple-tab-span" style="white-space: pre;"> </span>If your agency has many offices, repeat steps 3 to 6 to create a listing for each one.</blockquote><br />
If you have an issue with any part of the management process, check out <a href="http://www.joyannehawkins.com/" target="_blank">Joy Hawkins’ blog</a>. Joy is one of the leading experts on the Google My Business platform. Her articles make it easy to troubleshoot the platform. It could save you a call to Google My Business support.<br />
<br />
<br />
<em>Has your agency seen success online after you gave your Google My Business dashboard some TLC? Let us know in the comments. <br />
</em>
<div><br />
</div>urn:uuid:946More Than Just Rating: A Revisit - Agency Management BlogWhen a comparative rater does more than just rating, it becomes a complete sales system and your agency benefits.2016-05-17T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/car-technology.jpg" alt="Car technology" style="width: 300px; height: 160px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />In 2003 then ITC president, Scott Upfield, <a href="http://www.insurancejournal.com/magazines/features/2003/02/24/26649.htm" target="_blank">wrote an article for Insurance Journal</a> about <a href="http://www.getitc.com/!/comparative-rater"><strong>comparative raters</strong></a>. He discussed well-known virtues like finding the right coverage for the right price. But he also talked about what else there is to this vital piece of insurance agency technology.<br />
<br />
Scott discussed how the standardized workflows decrease costs and training. How the workflows reduce exposure to E&O liability claims. <br />
<br />
He also wrote about how they reduce loss ratios through implementation of data services. These services can include CLUE, MVRs, undisclosed drivers, and credit scores. <br />
<br />
As we look back through the more than ten years that have passed since, those things still ring true. While a lot has stayed the same, they’ve also changed.<br />
<br />
Comparative rating systems have become an <a href="http://pages.velocify.com/state-of-techsurance.html?ls=Public%20Relations&cmp=701i00000018SA1" target="_blank">integral piece </a>of any <a href="http://www.getitc.com/blog/management/2015/11/17/4-technologies-you-shouldnt-work-without#.VzsgjvkrKUk">growing insurance agency</a>. With such an increased importance, their role has also changed. <br />
<br />
This technology is no longer “just a rater.” Comparative raters have transformed into complete sales systems. <br />
<br />
Yes, they help you find the best markets. But, they also help you close prospects and manage your agency’s sales process.<br />
<br />
(You may be wondering why this comparative rater post is on our management blog and not our rating blog. Managing your sales process is an important part of managing your agency. So we decided to include it here as part of our <a href="http://www.getitc.com/blog/tag/modern%20agency/"><em>The Modern Agency</em> series</a>.)<br />
<br />
<strong>Reporting<span class="Apple-tab-span" style="white-space: pre;"> </span><br />
</strong><br />
Agency management systems are usually used as a client and policy management system. Many organizations do not use their management system for management of prospects. <br />
<br />
If the information is not in your management system, you are unable to report upon it. This is where your comparative rating system helps. <br />
<br />
When you quote prospects using the same workflow, you can get more than close ratio reports. You can get reports on producer, carrier and overall agency sales performance. <br />
<br />
Producer reporting can include close ratios and data entry quality factors. Think lead source, contact method, bound/not bound reasons and email addresses. <br />
<br />
Carrier reports can include quoted versus bound reporting. This report shows you how well your carriers are performing for you. <br />
<br />
Overall agency reports can include a look at producers, carriers and sales factors. <br />
<br />
Together these reports create a direction you can use to focus your sales and marketing.<br />
<br />
<strong>Marketing</strong><br />
<br />
Your comparative rater is the primary place your producers use to quote business. So, it is important that it can also market to your prospects. <br />
<br />
After completing a quote, your rater should provide your prospect with everything needed to make a buying decision. This includes quote information, agency’s value proposition, and follow up requests. You can automate all of this.<br />
<br />
Marketing isn’t done when you close the sale. Your new client should automatically receive information about his or her policy. You can also send agency news, renewal notifications, and policy review offerings when relevant.<br />
<br />
You can <a href="http://www.getitc.com/blog/management/2016/02/16/6-signs-youre-ready-to-automate-your-agency-marketing#.Vzsg3_krKUk">automate this marketing</a> and use different channels. Think email, text, direct mail, phone, and follow-up reminders. All available to you just by inputting the quote information one time, in one place. <br />
<br />
<strong>Anywhere and Anytime</strong><br />
<br />
When Scott wrote his article more than 13 years ago, smartphones didn’t exist. Insurance delivered via the internet was just getting started. <br />
<br />
Since then consumer’s expectations of their insurance provider has exploded. They expect an agency that can quote, sell and service policies anywhere and anytime. <br />
<br />
Your comparative rater should allow clients to quote, bind and service their policies online. Whether it’s on a desktop in their offices or on their phones while watching TV at home. <br />
<br />
Office hours don’t matter as much as they used to. Consumers want to research their insurance day or night via the method that is most convenient to them. They already are.<br />
<br />
If you aren’t providing quotes online, you are missing out. <br />
<br />
<strong>The Next 10</strong><br />
<br />
Over the next 10 years, customer’s expectations will continue to grow. Agent’s expectations of rating systems should as well. <br />
<br />
Consumers aren’t the only ones who can demand anywhere and anytime access. Your rater should provide access to carriers and customer data on the <a href="http://www.insurancejournal.com/blogs/itc-insurance-technologies-corporation/2016/04/01/403663.htm">technology platforms of your choice</a>. <br />
<br />
Whether it be a management or marketing system, data is the lifeblood of your agency. Your systems should share your data so you can maximize your agency’s performance.<br />
<br />
Data will become an even larger part of the insurance process. It will improve quote quality and entry. Think court records, vehicle and driver monitoring, and pre-fill data services.<br />
<br />
As discussed, the methods that modern consumers use to contact agents have changed. Referral and walk-in traffic is important to many agencies. But, consumers using the Internet has changed how agencies sell insurance. <br />
<br />
Agencies used to use a store front and ads in the yellow pages to generate traffic and getting leads. Now, you can generate state and nationwide leads for your agency via your web and social media. <br />
<br />
Due to this reach, you need a wide range of carrier options, including preferred, standard and non-standard. Your comparative rater should give you access to these options all in one place. If it doesn’t, are you using <a href="http://www.getitc.com/blog/management/2016/03/15/choosing-the-right-insurance-agency-software-vendor#.VzshMPkrKUk">the right technology</a>? <br />
<br />
It is an exciting time to be in the insurance industry. There is opportunity for those who choose to embrace it. <br />
<br />
<a href="http://www.getitc.com/blog/management/2015/11/17/4-technologies-you-shouldnt-work-without#.VzshO_krKUk">Technology </a>is driving this opportunity. It is appropriate that technology is how you capitalize upon it. Make sure your comparative rating system is ready.<br />
<div><br />
</div>urn:uuid:945The Secrets of Branding - Agency Marketing BlogUnderstanding the secret to branding can help you create a better agency marketing plan, which can help you get more leads and sales. 2016-05-16T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/BeckySchroederBlogs/Secrets.jpg" alt="Business Secrets" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />There is a lot of confusion around brands. The misunderstanding of brands is due in part to our tendency to use the word for different things.<br />
<br />
Some people use brand to refer to your logo. (More on this in a bit.) Sometimes we use it as a replacement for the word business or agency. <br />
<br />
A lot of marketing articles talk about brands in terms of Apple or Nike. This can give the impression that a strong brand is out of reach for a small business like your agency.<br />
<br />
I will tell you that is not true. You can have a strong brand. The first step to better understand what branding is. Allow me to help by exposing nine branding myths.<br />
<br />
<strong>Myth 1: Branding is more than your logo and colors.<br />
</strong><br />
Branding is more than advertising. It is more than your <a href="http://www.getitc.com/!/insurance-agency-website" style="font-weight: bold;">insurance agency website</a>. It is the sum of all parts. It is everything, including how your clients experience your agency. <br />
<br />
Two components make up <a href="http://www.getitc.com/blog/marketing/2013/09/09/what-is-a-brand#.VzY8LPkrKUk">your agency brand</a>: your efforts (internal) and what your clients think of you (external). <br />
<br />
Branding is what you do to communicate your agency brand. Yes, that does include advertising and your insurance website. But it also includes how you answer the phone, respond to emails, handle walk-ins, etc.<br />
<br />
For example, your marketing might say you respond to quote requests within an hour. So, you better have a system in place to do just that. <br />
<br />
Otherwise you are not branding yourself consistently. You are promising one thing, and your client experiences another. That is what creates a weak brand.<br />
<br />
<strong>Myth 2: Branding is hard</strong>.<br />
<br />
While branding may be hard to understand, it is not hard to do. You don’t need to be an agency marketing expert to build a strong brand. <br />
<br />
Good branding requires focused thought on who you are and what you stand for. It takes intentional effort and commitment to then communicate that in (literally) everything you do.<br />
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Try to look at your marketing efforts like a consumer might. Secret shop your agency and experience what a consumer does when they call or email. Ask yourself: Does my marketing and experience match up? Is this experience what I want my brand to be?<br />
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If it isn’t what you want for your brand, make changes. <br />
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<strong>Myth 3: Branding isn’t important.</strong><br />
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A brand can carry prestige. It is a reputation. It is the reason why people will pay for more for a pair of designer jeans than they would a pair of jeans from Target.<br />
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Building a strong brand will help you keep clients longer. How? They will be loyal to you instead of chasing the latest commercial that promises to save them money.<br />
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<strong>Myth 4: Branding is expensive.<br />
</strong><br />
A consistent, clear message is the most important part of branding success. You can do this with any budget.<br />
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The important thing when branding is defining in detail your target audience and message. <br />
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What demographics and other information describe your ideal client? What makes your agency stand out? Not just from the direct writers and captives but also other independent agents in your area?<br />
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This information will help shape whatever marketing efforts your budget allows. Whether that is a new logo, email marketing or insurance agency website.<br />
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With consistent, clear messages, your marketing activities are focused and will build a strong brand. <br />
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<strong>Myth 5: Branding can be finished.</strong><br />
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Because your brand is fluid, branding is never finished. You need to continually look at your processes and marketing. You need to check that your branding remains consistent.<br />
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Say you hire a new person. Without proper training, she may not follow processes correctly. Or he might use a different email signature. <br />
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Or, say you use an outside agency marketing firm. That firm may create a brochure using blue and red instead of your agency colors of black and red.<br />
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It may not seem like a big deal. But, if you are not continually monitoring it, these differences can erode your branding. How? Because they are not consistent with your other efforts.<br />
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This is why you should never consider your branding to be finished.<br />
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<strong>Myth 6: Branding has immediate results.<br />
</strong><br />
Branding is a long game. It is about awareness. The McDonald’s arches had no meaning when the restaurant first opened. <br />
<br />
Sure, your brand and your messages can change over time. The best <a href="http://www.getitc.com/blog/marketing/2015/05/08/we-redesigned-our-website-heres-why#.VzY95vkrKUk">brands do evolve</a>. But you need to give your clients a chance to react to it. You need to give them a chance to remember it. <br />
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You might become tired of it after a few months. But, given how much advertising we see every day, your audience may not have seen it yet.<br />
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<strong>Myth 7: Branding is the same thing as marketing.<br />
</strong><br />
Your brand is a combination of your efforts and what people think of you (see #1 above). A strong brand is one where the internal and external are in sync.<br />
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Marketing is specific, measurable activity that focuses on achieving your business objectives. It shows your target audience who you are and what you do. Some examples of marketing are advertising, content, email, direct mail, social media and events. <br />
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Your brand needs to come before your marketing. It is the base upon which you build your <a href="http://www.getitc.com/blog/marketing/2013/03/25/how-to-create-an-insurance-agency-marketing-plan#.VzY-HPkrKUk">agency marketing plan</a>. Marketing changes based on what is working, time of year, etc.<br />
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Put another way… Marketing generates leads and helps you close a sale. Branding turns those new clients into loyal fans of your agency.<br />
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<strong>Myth 8: Branding can be controlled.<br />
</strong><br />
You only control half of your branding efforts: your part. You can’t control what your clients and prospects think and feel when they think about your brand. <br />
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People are going to say good things and <a href="http://www.getitc.com/blog/marketing/2015/01/15/you-got-a-bad-online-review-now-what#.VzY-Q_krKUk">bad things</a> about your agency. It’s part of doing business. <br />
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You can try to influence it by what you do and what you say. Are you doing what you promise? Are you meeting or exceeding expectations? <br />
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If the experience your clients have with your agency is consistent. If they can trust you to do what you say you will do, they will like you. Better yet, they will recommend you. This is how you influence their perception of your brand.<br />
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<strong>Myth 9: Branding is only for big corporations with large marketing budgets.</strong><br />
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Every business has a brand. If you’re not doing anything to build it, your brand may be weak. But you still have one. <br />
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Are you selling insurance? Do you have clients? Are you trying to get more? Trust me. You have a brand.<br />
<br />
<br />
<em>What are your thoughts about branding? I’d love to hear what you think about branding and marketing. Share your comments below.</em><br />
<div><br />
</div>urn:uuid:943Your Social Media Game Plan in 3 Easy Steps - Agency Marketing BlogThese three starting points will keep you from jumping into social media without a strategy for your agency marketing. 2016-05-11T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/ThinkstockPhotos-475787900.jpg" alt="game plan football" style="width: 300px; height: 221px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Social media is accessible and intuitive. Anyone can create an account and start posting in minutes. That is one of the most wonderful things about it. <br />
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But, it’s important to realize the social media rules are different for businesses. Businesses have much more at stake than individuals. <br />
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That’s why it’s important to have ground rules in place before you post anything. This will prevent a range of faux pas and loss of reputation from careless social media mistakes. <br />
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So how do you get started on your social media game plan? It’s just three easy steps.<br />
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<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Messaging: What to Say, How to Say it</h2>
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Understand how your messages can differ from platform to platform. If you post to Facebook and Twitter, do you know what the difference is between those? <br />
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Twitter limits the length of tweets giving them a shorter life cycle. That means tweets get pushed down newsfeeds much faster. <br />
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The nature of Twitter is quick, short messages that you post more often. By contrast, Facebook posts are capable of being longer. Your posts can also contain longer videos, entire photo albums, and more. <br />
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Remember, social media isn’t the place for hard sells of your agency or products. Those types of posts are the number one way to get ignored and unfollowed. <br />
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We are already blasted with ads everywhere we turn online. Don’t join the crowd with more promotional noise. <br />
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What will you be posting about? <a href="http://www.getitc.com/blog/marketing/2012/06/18/dont-know-what-to-tweet-11-ideas-for-when-you-have-writers-block#.VzJCo4SDFBc">Post about things</a> your followers will care about. It’s okay if it’s not 100% business all the time. It’s good to have a <a href="http://www.getitc.com/blog/marketing/2014/02/10/how-to-be-personal-on-twitter-without-being-too-personal-or-mundane#.VzJCj4SDFBc">personality</a>. Just pick one voice and stick to it. <br />
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<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Posting: When to Say It</h2>
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<a href="http://www.getitc.com/blog/marketing/2015/11/02/social-media-how-often-is-too-often#.VzJCgYSDFBd">Know how often you’ll post. </a>Will it be three posts per day? Three posts per week? <br />
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However often you decide, it’s important to be consistent. When people visit your social media profile, it’s not a good look <a href="http://www.getitc.com/blog/marketing/2012/10/24/how-social-media-can-hurt-your-agencys-brand#.VzJCZoSDFBc">when your last post was a month ago. </a><br />
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Inconsistent posts reflect poorly on your agency and digital reputation. Pick a posting schedule, and then stick to it. <br />
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It doesn’t hurt to do some research too. Use your<a href="https://www.facebook.com/help/336893449723054"> Page Insights</a> on Facebook to determine the best time of day your posts will get the most reach. <br />
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Find out when your Twitter followers are most active and schedule your posts for those times. You can look at your Twitter analytics. Or use third-party, freemium tools like <a href="http://www.getitc.com/blog/marketing/2014/11/14/10-social-media-ideas-to-encourage-engagement#.VzJCE4SDFBe" target="_blank">Tweriod </a>or <a href="https://moz.com/followerwonk/">Followerwonk </a>to get that information.<br />
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Even though you will stick to a schedule, keep an eye on trending topics. Post live when a trending topic is relevant to your agency or brand. <br />
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For example, when big events occur, you can participate in the conversation. Or if there is severe weather in your area, post relevant information like how to contact your agency or make a claim. <br />
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<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Interacting: The Heart of Social Media</h2>
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Communication on social media is two way, which is why it’s so successful. Consumers have a voice and an audience. <br />
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Meaningful interactions with your followers is the heart of social media. This means <a href="http://www.getitc.com/blog/marketing/2014/11/14/10-social-media-ideas-to-encourage-engagement#.VzJCE4SDFBe">y</a><a href="http://www.getitc.com/blog/marketing/2014/11/14/10-social-media-ideas-to-encourage-engagement#.VzJCE4SDFBe">ou should always seek to engage them</a><a href="http://www.getitc.com/blog/marketing/2014/11/14/10-social-media-ideas-to-encourage-engagement#.VzJCE4SDFBe">.</a> You can post questions, tag your best clients or partners, or post a funny picture from time to time. <br />
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The last thing you want to deal with is a poor social media interaction gone viral. That’s why you need a plan so you are prepared. <br />
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How will you interact with your followers? How will you deal with <a href="http://www.getitc.com/blog/marketing/2015/01/15/you-got-a-bad-online-review-now-what#.VzJB_4SDFBc">haters or comments</a> that reflect poorly on your agency? <br />
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Have a plan in place before this happens. Know what your course of action will be for different situations.<br />
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<h2>Get Started</h2>
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These steps will help you create your insurance agency’s social media game plan, ground rules, and guidelines. These can not only prevent you from making mistakes but also boost your success.<br />
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<em>Does your agency have a social media game plan? What’s your key to success? Leave us a comment below!<br />
</em>
<div><br />
</div>urn:uuid:941This is the Way: James Armitage of Arroyo Insurance Services - Agency Rating BlogA part of the insurance industry since 1978, Jim Armitage is dedicated to driving technology improvement. This is the way Jay works.2016-05-10T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/ThisistheWay/JimArmitage/This-is-the-Way.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" alt="This is the Way: Jim Armitage" /><br />
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Jim Armitage started in the insurance industry right out of college in 1978 as a commercial underwriter and marketing representative for Aetna Casualty & Surety Company. Owner and founding partner of <a href="http://arroyoins.com/" target="_blank">Arroyo Insurance Services</a>, he is an active committee member of the Big I and an ambassador for the ACORD Users Group Information Exchange.<br />
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Devoted to driving technology improvement in the industry, Jim also serves as technical state liaison for the Agents Council for Technology. I talked with Jim about what he likes about the industry (it’s always changing) and the way he works. <br />
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<strong>Location:</strong><br />
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Arcadia, California<br />
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<strong>Current gig:</strong><br />
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CEO of Arroyo Insurance Services <br />
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<strong>One word that describes how you like to work.</strong><br />
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Strategic<br />
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<strong>Current mobile device:</strong><br />
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iPhone<br />
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<strong>Current computer:</strong><br />
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3: PC, laptop, iPad<br />
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<strong>Project(s) you’re currently working on:</strong><br />
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Strategic planning, perpetuation, growth, young producers<br />
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<strong>Accomplishments you’re proud of: </strong><br />
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Service to the industry. Being a good parent.<br />
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<img src="/images/blog/ThisistheWay/JimArmitage/Jim_candid.JPG" style="width: 500px; height: 375px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Jim Armitage of Arroyo Insurance Services" /><br />
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<strong>What are your goals for the next 12 months?</strong><br />
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Introduce new brand, 3 new members, 3 young agents, perpetuation of owner expertise, new social media hire<br />
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Aside from your phone and computer, what gadget or apps can’t you live without and why?</strong><br />
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I guess smartphone doesn’t count. Bluetooth, hands free, GPS navigation<br />
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What’s the most recent app you’ve downloaded but have yet to use? </strong><br />
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Retype<br />
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Describe your workspace.</strong><br />
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Functional, efficient, work friendly, clutter free.<br />
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How do you manage your to-do list?</strong><br />
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Use it every day. First thing in the morning. Last thing at night.<br />
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What’s your best time-saving tip or hack?</strong><br />
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Put it down on paper.<br />
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<strong>What is your best everyday habit?</strong><br />
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Being organized.<br />
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<strong>What do you listen to while working? </strong><br />
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iTunes<br />
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<img src="/images/blog/ThisistheWay/JimArmitage/Jim_cooking.JPG" style="width: 500px; height: 812px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Jim Armitage cooking" /><br />
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<strong>How do you decompress?</strong><br />
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Watch House of Cards.<br />
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<strong>What’s your sleep routine like?</strong><br />
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7 hours. My new Fitbit monitors it.<br />
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<strong>What gets you out of bed in the morning?</strong><br />
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The challenges of the day.<br />
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<strong>What’s the best advice you’ve ever received?</strong><br />
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You do not have to do business with whoever walks in the door.<br />
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<strong>What are your biggest professional challenges?</strong><br />
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Recruiting new people, new business pipeline.<br />
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<strong>What is your motto or personal mantra?</strong><br />
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Change is difficult but good.<br />
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<em>The </em>This is the Way <em>blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://www.twiter.com/instechcorp" target="_blank">Tweet us </a>or leave it in the comments below.</em>urn:uuid:942ACORD Forms Update (April 2016) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in April 2016.2016-05-10T09:00:00Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
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<strong>Forms with New Revision Dates</strong><br />
825 2016/05 replaces 2013/09 - Professional/Specialty Insurance Application<br />
39 MD 2016/05 replaces 2003/05 - Maryland Application Supplement<br />
<strong><br />
Corrections or Modifications to Existing Forms</strong><br />
64 TX 2003/04 - Texas Windstorm Insurance Association - Application for Windstorm and Hail Insurance<br />
67 MA 2003/04 - Massachusetts Property Insurance Underwriting Association - Application for Commercial Fire Insurance Inspection and Placement<br />
68 RI 2003/04 - Rhode Island Joint Reinsurance Association - Application for Commercial Fire Insurance Inspection and Placement<br />
60 MA 2012/07 - Massachusetts Property Insurance Underwriting Association<br />
64 RI 2012/07 - Rhode Island Joint Reinsurance Association - Application for Homeowners Insurance Inspection and Placement<br />
65 MA 2015/01 - Massachusetts Property Insurance Underwriting Association, Application for Dwelling Fire Insurance Inspection and Placement<br />
66 RI 2012/07 - Rhode Island Joint Reinsurance Association - Application for Dwelling Fire Insurance Inspection and Placement<br />
74 2009/09 - Residence Based Business Supplement to Personal Property Applications<br />
80 2016/03 - Homeowner Application<br />
81 2016/03 - Personal Inland Marine Application<br />
82 2016/03 - Watercraft Application<br />
83 2016/04 - Personal Umbrella Application<br />
83 2014/12 - Florida Personal Umbrella Application<br />
84 2016/03 - Dwelling Fire Application<br />
85 2016/03 - Mobile Home Application<br />
88 2015/12 - Personal Insurance Application<br />
125 2016/03 - Commercial Insurance Application<br />
125 2016/03 - Florida Commercial Insurance Application, Applicant Information Section<br />
283 2016/04 - Personal Umbrella Application Section<br />
283 FL 2014/12 - Florida Personal Umbrella Application Section<br />
325 2013/09 - Aviation Insurance Application<br />
401 2016/03 - Agriculture Application<br />
170 OH 2002/09 - Ohio FAIR Plan Underwriting Association - Instructions for Completion of Insurance Applications<br />
172 OH 2002/09 - Ohio FAIR Plan Underwriting Association - Homeowners Supplement<br />
173 KS 2005/11 - Kansas Cancellation of Election Not to Accept Coverage<br />
173 MI 2000/09 - Michigan Workers Compensation Placement Facility Specific Person Exclusion Form<br />
173 NY 7/96 - New York Notice of Election of an Incorporated Religious<br />
173 OH 2002/09 - Ohio FAIR Plan Underwriting Association - Dwelling Fire Supplement<br />
174 KS 2005/11 - Kansas Election Not to Accept Coverage<br />
174 NY 7/96 - New York Revocation of an Incorporated Religious<br />
174 OH 2002/09 - Ohio FAIR Plan Underwriting Association - Commercial Supplement<br />
175 FL 3/97 - Florida Workers Compensation Monthly Change Sheet<br />
175 OH 2002/09 - Ohio FAIR Plan Underwriting Association - Farm Supplement<br />
176 KS 2005/11 - Kansas Election of Employer to Cover Employees<br />
176 OH 2002/09 - Ohio FAIR Plan Underwriting Association - Rehabilitation Supplement<br />
177 KS 2005/11 - Kansas Election of Coverage for Volunteer Workers<br />
177 OH 2002/09 - Ohio FAIR Plan Underwriting Association - Bowling Alley Supplement<br />
178 KS 2005/11 - Kansas Cancellation of Election of Employer To Cover Employees<br />
179 KS 2005/11 - Kansas Cancellation of Election of Coverage for Volunteer Workers<br />
181 KS 2005/11 - Kansas Cancellation of Election of Coverage for Persons Performing Public Service<br />
182 KS 2001/05 - Kansas Election of a Noncompensated Volunteer To Be Covered<br />
183 KS 2001/05 - Kansas Cancellation of Election of a Noncompensated Volunteer To Be Covered<br />
<div><br />
</div>urn:uuid:9406 Questions to Consider When Designing Your Insurance Website - Agency Marketing BlogAsk yourself these six questions when you are designing your insurance agency website to create a successful online presence for your agency. 2016-05-09T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/MattBlogs/Creating_Website.jpg" alt="Running Website Man" style="width: 300px; height: 300px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Designing your first <a href="http://www.getitc.com/!/insurance-website">insurance website</a> can be a daunting experience. After all, your website is your digital handshake with prospects. <br />
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Even if you’re creating a simple website, there are elements that make a big first impression.<br />
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Before you do anything, ask yourself these questions. The answers will help you design a great insurance agency website.<br />
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<h2>1)<span class="Apple-tab-span" style="white-space: pre;"> </span>Who is your <a href="http://www.getitc.com/blog/marketing/2013/10/24/masters-of-marketing-designing-your-website-for-your-target-audience#.Vy0KlvkrKUl">target audience</a>? </h2>
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Who are you trying to reach? In other words, what demographic is the primary source of your agency’s income? <br />
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Your insurance website should be inviting and easy to use for anyone. But, make sure it has that extra touch for your target audience. <br />
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Do you sell daycare insurance? Maybe some fun, bright colors would be a nice touch to show that you specialize in that line of business. <br />
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If you focus on selling Medicare, you might want to use a more serious palette. Photos of seniors and a larger typeface might be some good options too.<br />
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<h2>2)<span class="Apple-tab-span" style="white-space: pre;"> </span>What will your color scheme be? </h2>
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It is important to keep your <a href="http://www.getitc.com/blog/marketing/2013/09/09/what-is-a-brand#.Vy0KrvkrKUk">brand </a>consistent. <br />
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If your business cards are green and gold, don’t make your insurance agency website orange and blue. There might be some confusion. <br />
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Using the same colors from your logo and other marketing materials will show visitors they’re in the right place. <br />
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If you don’t currently have any of those marketing items, don’t fret.<a href="http://www.getitc.com/blog/marketing/2014/03/18/which-colors-are-the-best-for-your-insurance-website#.Vy0KyPkrKUl"> We've talked before about color on websites</a> and what colors work best for different agencies. <br />
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There are also resources like <a href="http://www.color-wheel-pro.com/color-meaning.html" target="_blank">this one</a> that explains some of the psychological effects of color combinations.<br />
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<h2>3)<span class="Apple-tab-span" style="white-space: pre;"> </span>What is the purpose of your website? </h2>
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What are you trying to do with this insurance agency website? <br />
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Are you trying to generate leads? Quote and contact forms are a great way to do that. <br />
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Or, is this more of a customer service website for existing customers? Make your referrals and customer service forms easy to find in that case. <br />
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The point is to identify the purpose of your website so you can then fulfill that need for your visitors.<br />
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<h2>4)<span class="Apple-tab-span" style="white-space: pre;"> </span>Have you thought about your mobile presence? </h2>
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We do so much on our smartphones today. Last year Google changed its algorithm, and mobile-friendly websites started ranking higher. <br />
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Being mobile friendly is <a href="http://www.getitc.com/blog/marketing/2015/05/21/masters-of-marketing-mobile-website-best-practices#.Vy0K_PkrKUk">critical for the success</a> of your insurance website. You have options for your mobile presence. Enter: responsive websites versus mobile websites. <br />
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<a href="http://www.getitc.com/blog/marketing/2015/05/18/re-is-responsive-web-design-for-my-agency#.Vy0LEvkrKUl">Responsive </a>is a good route if you’re building a new website and want to create just one layout. <br />
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With responsive design you have one website for desktop, tablet and mobile. The responsive design code automatically adjusts the layout of your website for each device.<br />
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Here’s an example of a responsive design when viewed on a smaller screen:<br />
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<img src="/images/blog/MattBlogs/example-responsive.jpg" alt="responsive" style="width: 300px; height: 523px; float: left; margin-right: 10px; margin-bottom: 10px; margin-left: 10px; border-width: 1px; border-style: solid;" /><br />
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Maybe you already have a website. Or, maybe you want more control over how it looks on a mobile device. You might consider creating a separate mobile website. It is also called adaptive design.<br />
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Mobile websites can still match your agency’s current look and provide that mobile presence. <br />
<br />
Here’s an example of an adaptive design:<br />
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<img src="/images/blog/MattBlogs/example-mobile.jpg" alt="Mobile design" style="width: 300px; height: 523px; float: left; margin-right: 10px; margin-bottom: 10px; margin-left: 10px;" /><br />
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<h2>5)<span class="Apple-tab-span" style="white-space: pre;"> </span>Have you set up social media profiles? </h2>
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As it turns out, social media wasn’t a fad. For insurance agents, social media platforms work as 21st century word of mouth. <br />
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Make yourself more accessible by creating a business page on Facebook, Twitter or LinkedIn. Your clients expect to find you on social media. Don’t forget to link to your accounts from your insurance agency website. <br />
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There are even options for displaying your social media news feed on your website. This takes one more click out of the process for someone looking for your social media presence. <br />
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<h2>6)<span class="Apple-tab-span" style="white-space: pre;"> </span>Have you thought about blogging? </h2>
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This is a question I ask all my agents. Before writing this post, I did a search for different types of blogs like movies, insurance, etc. I found many hits for each one. You can find a blog on almost anything. <br />
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<a href="http://www.getitc.com/blog/marketing/2016/04/11/6-blogging-mistakes-to-avoid-on-your-insurance-website#.Vy0LO_krKUl">Blogging </a>is a way to connect with your audience. It’s more personalized information than on standard insurance web pages. This is because you can use blogging to promote information and professional advice. Consumers will take notice of this. <br />
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You can display those blog posts right on your home page. Again, the fewer clicks required to find something, the better for your audience.<br />
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<h2>A Last Thought<br />
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The options you have when it comes to creating a top-notch insurance website are endless. This list will point you in the right direction. <br />
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At the end of the day, it’s about client interaction. Make sure they recognize you and have easy access to what they need. <br />
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Creating a website isn’t all that different from what you’re already doing on the phone every day. Good luck!<br />
<br />
<em> Did this help you? Got a question or comment? Leave it below!</em><br />
<div><br />
</div>urn:uuid:939Give Your Insurance Website a Boost Past the Competition - Agency Marketing Blog Want to stand out online? These tips can give your insurance agency website that extra boost past the competition. 2016-05-04T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/KirstenThortonBlogs/Racing.jpg" alt="racing past competition" style="width: 300px; height: 154px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px; border-width: 1px; border-style: solid;" />The vast majority of today’s consumers look for products and services online. Due to this demand, it’s almost unheard of for a business to not have a website. <br />
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You are not an exception. Insurance agencies need a website. After all, websites allow consumers to find you any time, any place. <br />
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In the fast-growing and competitive online arena, there is a lot of competition. Not just in terms of insurance leads, but also in terms of attention. <br />
<br />
It can be difficult to stay ahead of the competition. But, follow these tips to give your <a href="http://www.getitc.com/!/insurance-website"><strong>insurance agency website</strong></a> an extra boost. <br />
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<h2>Have a website—and make sure it works on mobile</h2>
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Websites are critical to a business. They open up a world of possibilities like exposure to a new audience and greater retention. <br />
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Despite their ubiquity, there is still a small percentage of agents who don’t have one. What’s more surprising is how many insurance agents don’t have a responsive website. <br />
<br />
<a href="http://www.getitc.com/blog/marketing/2015/05/18/re-is-responsive-web-design-for-my-agency#.VykVHfkrKUl">Responsive website design</a> resizes itself based on what device a person is using to view your website. Responsive websites are easy to maneuver on smartphones and tablets.<br />
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<h2>Automate what you can</h2>
<br />
Technology makes it possible to automate so many things these days, including your <a href="http://www.getitc.com/blog/management/2016/02/16/6-signs-youre-ready-to-automate-your-agency-marketing#.VykVOPkrKUk">agency marketing</a>. <br />
<br />
Automate <a href="http://www.getitc.com/blog/marketing/2015/07/13/why-your-insurance-agency-needs-a-drip-campaign#.VykVS_krKUl">drip newsletters and campaigns</a> with the right <a href="http://www.getitc.com/products/automated-agency-marketing/">email marketing tool</a>. Create drip emails for leads you get from your website. You can set up your system to trigger a campaign whenever someone submits an online quote request. That way, you don’t have to spend time clicking send manually each time. <br />
<br />
You can also automate <a href="http://www.getitc.com/blog/tag/social_media/">social media</a> using a social media management tool. Schedule posts for the week (or month). <br />
<br />
Automation saves you time and energy.<br />
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<h2>See how you compare to the competition</h2>
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Since consumers already do this, there’s no reason you can’t beat them to the punch. Visit your competitors’ websites and see what stands out. <br />
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Then, compare your website to theirs. Use that information to create a graph or chart to show how well you rank against the competition. Be proactive.<br />
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<h2>Build credibility outside of your website</h2>
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Testimonials matter. Testimonials from other consumers reassure us. They vouch that your agency is worth our time, effort, and money. Luckily, it’s easy to collect information for testimonials. <br />
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Make sure you’re asking your clients for reviews on Google, Yelp, and other websites. Keep in mind that even one positive review can increase conversions. <br />
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Also, remember it’s just as important to respond to your reviews. People want to see that you’re listening. So be responsive!<br />
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<h2>Remember to value quality over quantity</h2>
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Spend time getting to know your target audience, and <a href="http://www.getitc.com/blog/marketing/2016/03/09/5-ways-to-know-if-your-content-marketing-is-working#.VykVlfkrKUl">tailor your content to them. </a><br />
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When you write website content, think about what’s important to your target market. Don’t write about what’s important to you. Write about what they care about.<br />
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When writing insurance website content, focus on your strengths or niche. Don’t be afraid to replace old content on your website, rather than adding to it. <br />
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Also, remove irrelevant information from your website to maintain quality. <br />
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<em><br />
Have you used these methods as part of your insurance agency website? What other methods have you seen results from? Let us know in the comments below!</em>urn:uuid:938Operation Agency Success: We're All in This Together - ITC VideosAll of us - insurance agency software vendors, agents, carriers - we are all in this together.2016-05-03T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/OAS/AllTogether_Laird_thumbnail.jpg" style="display: none;" /><iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/165066185?color=ff9933&autoplay=1"><noframes><img alt="" src="/images/blog/OAS/AllTogether_Laird_thumbnail.jpg"></noframes></iframe>
<br />
<br />
In this month's Operation Agency Success video, ITC President Laird Rixford talks about how we need to work together to serve consumers and make something great.<br />
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2015/02/11/is-your-carrier-a-partner-of-your-agency">Is Your Carrier a Partner of Your Agency?</a><br />
<a href="http://www.getitc.com/blog/management/2016/03/15/choosing-the-right-insurance-agency-software-vendor">Choosing the Right Insurance Agency Software Vendor</a><br />
<a href="http://www.insurancejournal.com/blogs/itc-insurance-technologies-corporation/2016/04/01/403663.htm" target="_blank">How Creating Open Systems Facilitates a Thriving Ecosystem</a><br />urn:uuid:936STOP! Don’t Make These Insurance Website Design Mistakes - Agency Marketing BlogDon’t make these common insurance website design mistakes if you’re serious about online marketing and using your insurance agency website as a tool.2016-05-02T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/TinoIzuoraBlogs/Stop-Sign.jpg" alt="Stop Sign graphic" style="width: 300px; height: 300px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />We look at a lot of <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency websites</a>. <br />
<br />
Since we’ve designed several thousand of them, it’s what we do. We’ve become experts at which insurance website design trends work and which ones don’t.<br />
<br />
The frequent mistakes I describe below pop up more often than “Friends” re-runs. Are you making them on your insurance website? Let’s jump right into it. <br />
<br />
<h2>1. Buttons, Buttons, Buttons</h2>
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We get it. The more buttons, the more ways for your visitors to do what you want them to do. <br />
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But do you know what you want them to do? If your goal is to get a quote request, then you only need a few buttons. <br />
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If you oversaturate your website with links and buttons, your <a href="http://www.getitc.com/blog/marketing/2013/04/23/how-to-create-an-effective-call-to-action-on-your-website#.VyOeFvkrKUk">calls to action (CTAs)</a> won’t stand out. Too many CTAs defeats their purpose. <br />
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Instead, use your buttons and CTAs with intention. You want to guide your visitors through your insurance agency website. This reduces your visitors’ stress as they try to navigate your website. And, it helps you determine exactly where your leads are coming from.<br />
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<h2>2. Personal Photos vs Stolen Photos</h2>
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Which is better? Well, they’re both bad. Let me explain. <br />
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You have a personal photo of your awesomely cute puppy. You want to use that on your pet insurance website. Sounds great, right? <br />
<br />
But, it’s low quality. The photo suffers from poor lighting. Those things distract your visitor from the professionalism you’re trying to communicate. Personal photos are not always great.<br />
<br />
So you’re thinking, “How about I Google an image and find exactly what I need there?” This is also a bad idea because it can end up <a href="http://www.getitc.com/blog/marketing/2014/05/27/avoid-fines-and-understand-image-usage-rights-and-licensing#.VyOeQfkrKUk">costing you thousands</a>.<br />
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Both methods are more affordable than hiring someone to take photos for your website. These methods are also illegal. In other words, you get what you pay for. <br />
<br />
A more affordable option to hiring a professional photographer is stock imagery. An insurance website design expert can give you access to a<a href="http://www.getitc.com/blog/marketing/2012/11/19/getting-photos-for-your-website#.VyOeXvkrKUk"> stock image</a> library.<br />
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Stock photos look good and have broad appeal. Plus, since you get the license to use it, you don’t have to worry about fines or legal issues.<br />
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<h2>3. Designing With Only Your Interest in Mind</h2>
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I get it. Your website is your baby. It is the online representation of your agency and who you are.<br />
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You’ve built it from the ground up. Or, in some cases, from the brink of doom. It has your favorite colors. Its images depict you and your agency.<br />
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But, you’ve made it all about you. Your website isn’t meeting the needs of your prospects and clients.<br />
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An insurance website is a tool. Because it’s a tool, use it as such. Use it to generate leads. Use it to educate people about what you do and who you are. Use it to better service your clients. <br />
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To do this you need to design your website for your audience, not for you. <br />
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<h2>4. Build It and They Will Come</h2>
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Reality check: just because you built it, doesn’t mean people know about it and will come. A common misconception about a new website is the belief that once it’s built, leads will pour in. <br />
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You can’t build it and forget. Instead think of your insurance agency website as an <a href="http://www.getitc.com/blog/marketing/2014/06/02/when-is-your-insurance-website-finished#.VyOflvkrKUk">ongoing project</a>. <br />
<br />
Share information on your website through <a href="http://www.getitc.com/blog/tag/blogging/">blogging</a>. Use <a href="http://www.getitc.com/blog/marketing/2012/12/12/4-tips-for-building-relationships-on-social-media#.VyOfufkrKUk">social media </a>and your <a href="http://www.getitc.com/blog/marketing/2015/11/16/how-to-create-an-email-newsletter-that-doesnt-suck#.VyOfy_krKUk">agency newsletter</a> to promote your new insurance agency website. <a href="http://www.getitc.com/blog/marketing/2015/12/09/3-easy-seo-tasks-you-can-do-right-now-to-increase-traffic#.VyOf2vkrKUk">Optimize your website for search engines</a> to increase your visibility in the rankings. <br />
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Are you hosting or sponsoring any events? What about other events happening in your area? Add them to your calendar so your website becomes the place people visit to find out what’s happening.<br />
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There are <a href="http://www.getitc.com/blog/marketing/2016/03/07/21-ideas-for-marketing-your-insurance-agency-website#.VyOf6_krKUk">many other ways </a>you can promote your website to increase your traffic. But don’t assume you will get more traffic just by getting a new website.<br />
<br />
<h2>Bonus: Not Trusting an Expert to Build Your Website</h2>
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Just like how you’re an expert on insurance, you want an expert on insurance website design. <br />
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An expert will work with you to understand your goals for your insurance agency website. Then, that expert will build a website that not only looks amazing but will help you achieve those goals. <br />
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And, in case you forgot… we’ve designed a few websites in our time. (<a href="http://www.getitc.com/products/websites/">Insurance Website Builder</a> is the largest provider of insurance agency websites in the country.) So we know a thing or two about what makes a great insurance website. <br />
<br />
<h2>Bottom Line</h2>
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These common insurance website design mistakes can hurt your agency’s reputation. <br />
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Too much clutter or poor image quality can cause your visitors to think you’re not serious. Using images you found on Google can end up costing you. <br />
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Designing your website for yourself means you’re not providing any value to your visitors. Not promoting your website is a missed opportunity to grow your traffic.<br />
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If you want a great insurance website that works for your agency, don’t make these mistakes.<br />
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<em>
<a href="http://www.getitc.com/products/websites/consultation/?camp=marketingblog">Request a free consultation</a> to learn more about Insurance Website Builder and how we can help you. </em><br />
<div><br />
</div>urn:uuid:937What's in Release 6.00.39.08 of InsurancePro - Agency Management BlogThese are the changes in the latest release of ITC’s agency management system InsurancePro.2016-05-02T06:00:00Z2024-03-19T05:52:04ZThese are the enhancements that are included in the latest release of agency management system InsurancePro (Release 6.00.39.08).<br />
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<ul class="ulstyle-bullets">
<li>Corrected some issues with processing some al3 files.</li>
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<li>Corrected an issue on new installs not being able to download files from the cloud.</li>
</ul>urn:uuid:933What Google Hates to See on Your Insurance Website - Agency Marketing BlogMore online visibility is all about avoiding Google’s hate list. Here are the five things Google hates to see on your insurance agency website.2016-04-27T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DarminiKaraBlogs/keyboard-buttons.jpg" alt="Keyboard buttons love hate" style="width: 300px; height: 300px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />We all know what Google loves to see on an insurance agency website: <a href="http://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website#.VxZQAfkrKUk">good content </a>and <a href="http://www.getitc.com/blog/marketing/2016/04/06/seo-beginners-know-these-7-things-before-you-do-anything-else#.VxZQAvkrKUk">good backlinks</a>. <br />
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But what does Google hate? Here are five things that are definitely a turn off for Google.<br />
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<h2>Google Hates Ugly Content</h2>
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Content ugly to users is ugly to Google as well. Poor spelling and grammar is one of the 200 factors contributing to your rankings. <br />
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If your <a href="http://www.getitc.com/blog/marketing/2014/10/24/4-tips-for-writing-clear-content-for-your-insurance-website#.VxZQMPkrKUk">website content</a> has poor grammar and typos, users won’t read your content. When people don’t read your content, they visit less pages. <br />
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Content without keywords is also something Google doesn’t like. <br />
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Keywords help the search engine to figure out what your content is about. They also help users quickly scan a page and find what they're looking for. <br />
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Add enough keywords to your content to look natural to a user and not excessive to Google. <br />
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Also be aware of <a href="http://www.getitc.com/blog/marketing/2015/06/22/why-duplicate-content-is-bad-for-seo#.VxZQS_krKUk">duplicate content </a>on other pages of your insurance website. Google sees duplicate content and categorizes it as poor quality and then ranks it lower. <br />
<h2>Google Hates Spam</h2>
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You may think adding a lot of <a href="http://www.getitc.com/blog/marketing/2016/03/30/how-much-do-keywords-matter-to-your-insurance-website#.VxZQjPkrKUk">keywords </a>to your home page would make Google see your insurance website as more relevant. But that is untrue. <br />
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Including an excess amount of keywords, also called keyword stuffing, gives a bad impression. If you write auto insurance for the whole state, don't list every city in your footer. <br />
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Also, make sure all the links on your website work properly. Each link should go to the appropriate page and not to a 404 (page not found) page. <br />
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If you find any broken links, fix them immediately. <br />
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<h2>Google Hates Cold Websites</h2>
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A website with no information about the agency or agents is what I consider to be a cold website. Trust builds relationship, and insurance is all about the relationships. <br />
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Your insurance website needs to tell users about the type of agency and people they are going to be working with. <br />
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Tell visitors about yourself by filling in your website’s <em>About </em>and <em>Employees </em>pages. Use professional headshots if possible. Make sure each of your locations are also listed on your website. <br />
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<a href="http://www.getitc.com/products/websites/">Insurance Website Builder</a> websites come with <em>About Us</em> and <em>Location </em>pages by default. All you have to do is enter your agency’s information. <br />
<br />
Once you do, Insurance Website Builder adds a special markup, called <a href="http://www.getitc.com/blog/marketing/2013/03/04/microdata-an-important-update-to-your-website-that-no-one-will-ever-see#.VxZRifkrKUk">schema</a>, to your locations. Google can then find and categorize your information more easily. <br />
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<h2>Google Hates That Your Website is Not Available on Mobile</h2>
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You are more likely to see the <a href="http://www.getitc.com/blog/marketing/2015/05/01/4-ways-to-improve-your-mobile-insurance-website-design#.VxZSBfkrKUk">mobile version of a website</a> when browsing the Internet on your smartphone. That's because Google ranks mobile versions higher for mobile users. <br />
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Google would prefer not to show a desktop version on your smartphone. This is because a website that is not mobile friendly is difficult to use and does not adapt well to mobile screen dimensions. <br />
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Not to worry, though, if you have an Insurance Website Builder website. Every one of our websites comes with a free mobile version. <br />
<br />
Another option is to use a responsive insurance website template design. <a href="http://www.getitc.com/blog/marketing/2015/09/14/4-reasons-why-having-a-responsive-site-is-not-always-better#.VxZSH_krKUk">Responsive designs</a> work on both mobile and desktop. <br />
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<h2>Google Hates When Your Website Doesn't Respond Quickly</h2>
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Much like a date who doesn't respond to your texts, an insurance website that is slow to load is annoying. Several things affect your website’s <a href="http://www.getitc.com/blog/marketing/2016/04/04/how-to-keep-people-on-your-insurance-website-longer#.VxZTDvkrKUk">load times</a>, including your content. The time it takes for a website to load is affected by the elements on your website, like images, flash, JavaScript and CSS styles.<br />
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Images also have an impact on your load time. Make your images <a href="http://www.getitc.com/blog/marketing/2015/10/28/7-steps-to-optimizing-images-for-seo#.VxZTJPkrKUl">small and light</a>. CSS and Javascript files should load in external files instead of on every page. This is so those files are not loaded every time someone visits a page. <br />
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If you’re not sure whether your website loads fast or slow, test it. You can test your page speed here <a href="https://developers.google.com/speed/pagespeed/" target="_blank">https://developers.google.com/speed/pagespeed/</a>. Google will give you suggestions on how to improve your load time.<br />
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<br />
Any of these blunders sound familiar? It may affect your insurance agency website in Google’s results. Fixing it as soon as you can will help. If you’re is subject to all Google's hate, I suggest taking a hard look at everything on your website. <br />
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Each of the points above are reparable. The sooner you fix your website, the quicker Google will start sharing the love. <br />
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<em>
If you’re not sure whether your insurance website is on Google’s love or hate list, <a href="http://www.getitc.com/solutions/agency_marketing/consultation/">request a free agency consultation </a>with one of our marketing experts.<br />
</em>
<div><br />
</div>urn:uuid:935This is the Way: Steve Anderson - Agency Rating BlogInsurance technology consultant Steve Anderson didn’t mean to be in the industry long, but he’s stayed for more than 30 years. This is the way Steve works.2016-04-26T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/ThisistheWay/SteveAnderson/This-is-the-Way_Black.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="This is the Way: Steve Anderson" /><br />
<br />
When his father-in-law became ill, Steve Anderson stepped in to help out with the Washington, D.C. insurance agency. It was only supposed to be for a couple years. Decades later, Steve is still in the industry though his focus is now on helping agents understand technology and create better customer experiences.<br />
<br />
A regular contributor to many industry publications, Steve speaks on technology at events around the United States. He also consults with agencies and companies on maximizing profits with common sense technology. <br />
<br />
Steve stayed in the industry because he likes the combination of creativity, problem solving, and the technical aspect of contracts and coverages. I talked with Steve about this and more. This is the way Steve works.<br />
<br />
<><><><br />
<br />
<strong>Tell me about yourself and your background.</strong><br />
<br />
I worked in two independent agencies during my career, one in the Washington D.C. area and the other in the Dallas-Fort Worth area. For the last 15+ years, I have focused my time on helping the industry understand emerging technology and how to use it to enhance their operational efficiency and create better customer experiences.<br />
<br />
<strong>How did you get into the insurance industry?</strong><br />
<br />
Like many, I stumbled into it. My father-in-law owned an independent agency in Washington D.C., and when he became ill, I stepped in for “a couple of years” to help out. Figured out I liked it, and stayed.<br />
<br />
<strong>What is it you like about the industry?</strong><br />
<br />
I like the combination of creativity, problem-solving, and the technical aspect of contracts and coverages.<br />
<strong><br />
Location: </strong><br />
<br />
I currently live in the greater Nashville area.<br />
<br />
<strong>Current gig: </strong><br />
<br />
I write about, talk about, and help agencies with understanding how to better utilize the technology that is available to them.<br />
<br />
<strong>One word that describes how you like to work: </strong><br />
<br />
Standing<br />
<br />
<strong>Current mobile device:</strong> <br />
<br />
iPhone 6 Plus<br />
<br />
<strong>Current computer: </strong><br />
<br />
Lenovo ThinkPad<br />
<br />
<strong>Project(s) you’re currently working on: </strong><br />
<br />
Helping agents automate their expertise so they can deliver value to anyone, any time using knowledge engineering and guided conversations.<br />
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<strong>Accomplishments you’re proud of: </strong><br />
<br />
My family<br />
<br />
<strong>What are your goals for the next 12 months?</strong> <br />
<br />
Helping the industry understand how machine learning, knowledge engineering, and guided conversations will allow them to provide a much better customer experience and increase their profitability.<br />
<br />
<img src="/images/blog/ThisistheWay/SteveAnderson/2016-Tea-With-Avalyn.JPG" style="width: 500px; height: 375px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Steve Anderson having tea" /><br />
<strong><br />
What’s the most recent app you’ve downloaded but have yet to use? <br />
</strong><br />
Snapchat <br />
<br />
<strong>Describe your workspace: </strong><br />
<br />
I rent a small office outside my home and utilize a standing desk with dual monitors. It also has space for a small video studio.<br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
The Nozbe.com program/app<br />
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<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
Dragon Naturally Speaking voice recognition software. It is what I am using now to “type” this.<br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
Standing while working<br />
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<strong>What do you listen to while working? </strong><br />
<br />
FocusAtWill.com is a site that plays background music designed to help you concentrate for longer periods of time.<br />
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<strong>What are you currently reading? </strong><br />
<br />
Hug Your Haters by Jay Baer<br />
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<strong>How do you decompress? </strong><br />
<br />
Cooking. <a href="https://www.linkedin.com/pulse/my-life-outside-work-how-science-cooking-helps-me-steve-anderson" target="_blank">I wrote an article for LinkedIn on exactly this subject.</a><br />
<br />
<strong>What gets you out of bed in the morning? </strong><br />
<br />
Knowing there will be something new to learn today.<br />
<br />
<strong>What does a typical day look like for you? </strong><br />
<br />
Typical day? I am not sure what that is. It could be a simple day in my office. I also travel extensively, so my day could be about airports, rental cars and hotels. The best part of my travel is being able to interact with agents during a presentation. <br />
<br />
<strong>What are your biggest professional challenges? </strong><br />
<br />
Figuring out how to get the industry to realize that change is the norm today. And then, figuring out what to change and what to keep the same.<br />
<br />
<strong>What do you like most about your job?</strong> <br />
<br />
Learning new processes, websites, tools, and being able to share my thoughts and insights with others. <br />
<br />
<strong>Who are your business idols and why? </strong><br />
<br />
Michael Gerber — where I first heard about working on your business, not in your business. Seth Godin for always being willing to question the status quo and encouraging people to share their art.<br />
<br />
<strong>What’s the best advice you’ve ever received? </strong><br />
<br />
If you do not have critics, you are not doing everything you should.<br />
<br />
<strong>If you could switch jobs with someone, who would it be? </strong><br />
<br />
Technology columnist for the Wall Street Journal, USA Today, or New York Times.<br />
<strong><br />
Who would you like to see in a future <em>This is the Way</em> post? </strong><br />
<br />
Kitty Ambers, CEO NetVU<br />
<br />
<em>The</em> This is the Way <em>blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://www.twitter.com/instechcorp" target="_blank">Tweet us</a> or leave it in the comments below.</em>urn:uuid:93410 A-May-Zing Insurance Blog Content Ideas for May - Agency Marketing BlogTen a-MAY-zing content ideas for your insurance agency website and newsletter that will keep your content fresh and appealing.2016-04-25T10:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/May-Flowers_1.jpg" alt="Content Ideas for Month of May" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Your blog content should be original and engaging. This is not only for SEO purposes but for your readers as well. <br />
<br />
Post about timely topics your readers would find interesting this time of year. Use this as a casual guide for your content needs this month. If you know about something cool happening in your local community, write about it!<br />
<br />
Keep your <a href="http://www.getitc.com/!/insurance-website"><strong>insurance agency website</strong></a> blog content as fresh as a spring day with these May content ideas. <br />
<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>May Flowers </strong><br />
<br />
We’re all familiar with the saying “April showers bring May flowers.” Encourage your readers to take advantage of the temperate springtime weather. They can visit a botanical garden or arboretum to observe exotic blooms. </blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">Or, offer some lawn care tips to spruce up those flower beds. You can also share tips on floral arrangements with flowers from their gardens. </blockquote><br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>May the Fourth , a.k.a. Star Wars Day – May 4th </strong><br />
<br />
While not a national holiday, it’s likely you’ll hear someone say “May the fourth be with you.” This is of course a play on the famous Star Wars line “May the force be with you” as told to Luke Skywalker. Star Wars fans of all ages love this holiday. </blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">Plainly put, this holiday is inescapable on <a href="http://www.getitc.com/blog/tag/social_media/">social media</a>. Show your agency’s fun side, and post about it. You can celebrate by sharing a fun picture or meme on social media. Or, you can have a Star Wars day in your office and dress up in your favorite Star Wars tees and gear. Just make sure you take a picture and share it on social media!</blockquote><br />
<strong><br />
</strong><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Graduation Season</strong><br />
<br />
‘Tis the season for graduation parties and long commencement ceremonies. The end of May is prime graduation season for university students. Write about the kinds of insurance a newly graduate college student needs as they embark on their own.</blockquote><br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Cinco de Mayo – May 5th </strong></blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">It is most often celebrate with some Mexican cuisine and cultural parades. Many Americans incorrectly assume Cinco de Mayo celebrates Mexican Independence Day. That holiday actually occurs on September 16th. Cinco de Mayo commemorates an unlikely military victory over the French in 1862. </blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
This year, Cinco de Mayo also falls on a Tuesday. Many Mexican restaurants offer Taco Tuesday specials! Share your team’s favorite places. Also, remind your readers to not drink and drive if they are celebrating with margaritas.</blockquote><br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Boating Season Begins<br />
</strong><br />
Usually by late May, it’s warm enough in most of the country for boating season to begin. Even if it’s not, it will be time to hit the lake soon enough. Either way, May is a good time to help your readers brush up on their boat insurance knowledge. </blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">You could post something simple like an FAQ or basic overview of coverages. Or, something more specific, like local ordinances that boaters need to be aware of. </blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
<strong>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Mother’s Day – May 8th<br />
</strong><br />
Despite your best efforts, you have probably almost forgot about Mother’s Day at some point in your life. <br />
<br />
Remind your social media followers a week to ten days before. Or, if it goes out early enough, include a reminder in your newsletter. Your clients will appreciate the timely reminder.</blockquote><br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Dog Parks <br />
</strong><br />
Something about spring makes people come out of their homes and gather at the local dog park. <br />
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This topic can appeal to a wide audience because a lot of people have a dog. This informational blog post can cover a range of topics. You can write about topics like pet insurance, how to keep muddy paws out of your car, or basic safety tips. </blockquote><br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Wedding Season <br />
</strong><br />
Depending on your locale, May tends to be the high season for most outdoor weddings. The weather isn’t too hot yet, and the flowers are blooming. <br />
<br />
You can write about the necessary coverages for many types of wedding vendors, from DJ to venue. Or, talk about combining auto policies once a couple gets hitched. </blockquote><br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>9.<span class="Apple-tab-span" style="white-space: pre;"> </span>Memorial Day – May 29th</strong><br />
<br />
Memorial Day occurs on the last Monday each May. The roots of this national holiday goes back to 1865 and the end of the Civil War. </blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
While many citizens appreciate this holiday for the long weekend, they also pay respects. They spend this free time with their families, attend patriotic displays, and thank servicemen. </blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">Share events happening in your area on your blog or in your newsletter so your clients can celebrate. You can also write about your team’s favorite ways to spend Memorial Day weekend.</blockquote><br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Road Trips </strong></blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
As the weather and road conditions improve, motorists plan their next road trip. Whether it’s a family vacation or a scenic motorcycle drive, more folks are on the road this time of year. <br />
<br />
Go the informational route and post about some day trips that are a few hours away. Or, write about the auto and motorcycle insurance your agency offers.</blockquote><br />
<br />
<em>Hopefully these topics jogged your creative juices for your blog or newsletter. Have any other topics that come to mind? Share them below in the comments!</em><br />
<div><br />
</div>urn:uuid:9325 New Ways to Grow your Email List - Agency Marketing BlogLooking for new methods to grow your email marketing list? Try these five in your insurance agency marketing plan to get more emails. 2016-04-20T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/Mailing%20List.jpg" alt="mailing list drawing" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px; border-width: 1px; border-style: solid;" />Acquiring new email addresses is an important part of any <a href="http://www.getitc.com/blog/marketing/2016/01/27/why-you-should-be-using-email-in-your-agency-marketing-plan#.VxY5_vkrKUl">email marketing campaign</a>. But, it is easy to feel like the same old methods are not generating as many emails as you might like. <br />
<br />
Here are five new-and-improved ways to grow your email list you may have never thought of.<br />
<br />
<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Text Message Marketing</h2>
<br />
Who doesn’t use text messaging these days? When trying to grow your email list, sending an SMS to a contact is a smart idea. <br />
<br />
The message can be short and sweet – “Thanks for stopping in today!” or “Check out our website for more information!” Include an SMS short code with a call to action to subscribe to your newsletter. Short codes are shorter, special telephone numbers used in text message campaigns. <br />
<br />
For example, you would instruct your client to text the word EMAIL to your agency’s short code. <br />
<br />
Then she would receive an automatic response from that number with instructions for subscribing. This is an easy way for clients to opt in to receiving newsletters, email blasts, etc. <br />
<br />
Websites such as <a href="http://www.jatxt.com/">JATXT.com</a> offer easy ways to create a short code for your company. <br />
<br />
<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Got Social Media? Plug, Plug, Plug</h2>
<br />
A short post on <a href="http://www.getitc.com/blog/marketing/2016/02/15/how-can-my-insurance-agency-use-instagram#.VxY6nvkrKUl">social media</a> for each newsletter issue is a great way to get people interested. You can also provide a link to the newsletter itself if it’s posted on your insurance agency website. <br />
<br />
Promoting your newsletter on social media also drives people to your website. <br />
<br />
Another way to get subscribers from social media? Make the URL in your profile your newsletter signup page instead of your home page. <br />
<br />
You could also try advertising on social media with small budgets to stimulate subscriptions.<br />
<br />
<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Giveaways and Incentives</h2>
<br />
Many companies offer a bonus or free offer for joining their mailing list. This is a great way to keep your email lists replenished with prospects and clients. <br />
A popular incentive is a content upgrade. A content upgrade is special content you provide in exchange for contact information. Content upgrades can include checklists, videos, a template, and infographics, to name a few. <br />
<h2>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Use Your Website’s Home Page</h2>
<br />
A client clicking on your insurance website will, in most cases, land on your home page. It is there you want to grab them with an eye-catching sign-up form. <br />
<br />
You can also place it on other pages throughout your website like the contact page, your blog, etc. The more chances a visitor has to opt in to your emails, the better! <br />
<br />
<h2>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Reel Them In with a Welcome Email</h2>
<br />
Your first impression on a new subscriber is important! Customize your welcome email with the subscriber’s name. Add images and information from your insurance agency website, too. <br />
<br />
How your email looks is as important as what it says. Welcome a new subscriber in the best way possible. A subscriber who likes your emails may recommend you to friends and family. <br />
<br />
Using email marketing can be an easy way to expand your agency’s client base. These five tips are sure to help you build your email list in 2016. <br />
<div><br />
</div>urn:uuid:931How to Run Your Agency From Anywhere - Agency Management BlogIf you want to travel, don’t let your agency stop you. Here’s how you can run your agency from anywhere with the right insurance agency software and other tips.2016-04-19T09:00:00Z2024-03-19T05:52:04Z<img alt="Working on a beach" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/BeckySchroederBlogs/working-on-beach.jpg" />Are you bitten by the travel bug but can’t afford to take that much time away from the office? Good news. You can travel and still run your agency from wherever you are.<br />
<br />
Or, maybe you want to move across the country. Or, maybe move to a whole new country. You can still run your agency from wherever you are.<br />
<br />
<h2>Mindset</h2>
<br />
Managing your agency remotely takes a different mindset than being in the office every day. You need discipline to stick to your schedule. You need proper processes and procedures in place. You need to hold your team accountable so they will perform at the level you need them to.<br />
<br />
Understand that running your agency from anywhere is possible. But there are a few things you need to get in place before you hop on that plane to Costa Rica.<br />
<br />
<h2>Plan</h2>
<br />
First, plan ahead. Know where you’ll work. Are you going to work from a hotel room? A café? A co-working space? <br />
<br />
Will you have access to the right amenities for a good working environment? A high speed internet connection is a must. <br />
<br />
What else do you need to be productive? Make a list. Then research where you plan to work so you can check if it has everything you need.<br />
<br />
If it is going to be a permanent move, do a trial run first. You don’t want to go through the hassle and expense of a move to find out it is not going to work.<br />
<br />
<h2>Set a Schedule</h2>
<br />
Keep time zones in mind. Will you be traveling to a different time zone than where your office is? You may need to adjust your schedule to accommodate the time difference.<br />
<br />
More than time zones, you will need to create and stick to a specific schedule that works for you. Working remotely gives you a lot of freedom for how and when you work. But, routine is still critical for productivity. <br />
<br />
Are you more productive in the afternoons and evenings? Set your schedule accordingly. <br />
<br />
<h2>Communicate</h2>
<br />
Communication is always important. But, it’s especially critical when managing your agency from anywhere. It needs to be often and focused. <br />
<br />
Daily check-in meetings can also be useful in setting priorities for the day. They don’t have to last long. 10-15 minutes is often sufficient.<br />
<br />
Weekly team meetings are for long-term goals. They should have a process and follow the same format every week. If it’s predictable, you can rotate who runs the meeting, and you don’t have to be there to run it always.<br />
<br />
It may feel excessive, all this checking in. But, it helps you monitor the activities happening in your office. It also keeps you and your team on the same page regarding priorities and tasks.<br />
<br />
<h2>Use Technology</h2>
<br />
The technology available these days makes running your agency from anywhere easier. Here are a few that can help you be productive by simulating the feel of your office as if you were there.<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><br />
<span style="text-decoration: underline;">
Dropbox</span> – If you work with documents, you need this tool. Dropbox lets you safely store documents and share with anyone who needs it.<br />
<br />
<span style="text-decoration: underline;">
Join.me</span> – Virtual meeting and screen sharing software. You and your team don’t need to subscribe or download anything.<br />
<br />
<span style="text-decoration: underline;">
Trello </span>– Software that visually tracks projects. You can create lists, assign tasks to people. You can clearly see the steps in a projects and know what’s next.<br />
<br />
<span style="text-decoration: underline;">
Virtual private network (VPN)</span> – Provides secure access to a private network over a public network. This secure access lets you share data on a public network as if you were directly connecting to your agency’s private network. This means you enjoy the functionality and security of your private network when using public WiFi.<br />
<br />
<span style="text-decoration: underline;">
LogMeIn</span> – A program that gives you access and control of your desktop from anywhere. <br />
<br />
<span style="text-decoration: underline;">
Skype </span>– Software that lets you connect with your team via chat, voice or video. You can use it for weekly group conference calls or to check in with specific people.<br />
<br />
<span style="text-decoration: underline;">
Web-based insurance agency software</span> – This category includes <a href="http://www.getitc.com/products/automated-agency-marketing/">agency marketing systems</a>, <a href="http://www.getitc.com/products/rating/">comparative raters</a>, and <a href="http://www.getitc.com/products/management/">agency management systems</a>. When this technology is web-based, you can easily log in and see exactly what your team in the office sees. You can run reports on activity and use the data to make adjustments as needed. <br />
<br />
</blockquote>
<h2>Hire the Right People</h2>
<br />
When hiring people who will be in the office while you work remotely, you need to <a href="http://www.getitc.com/blog/management/2016/01/19/hiring-the-right-salespeople#.VxVUf_krKUk">hire the right people</a>. Look for people who are self-motivated. They need to be able to work without a lot of supervision and can handle solving problems when you’re not there.<br />
<br />
Once you’ve found the right people, teach them your processes. Establish rules for how your agency will run when you’re working remotely.<br />
<br />
<h2>Enjoy Yourself</h2>
<br />
Wherever you are, you need to maintain the same work ethic, persistence and other behaviors that have helped you build your successful agency. <br />
<br />
Getting to run your agency from anywhere is an opportunity few people have. Work hard. But don’t forget to enjoy your travels. <br />
<br />
It is easy to get bogged down in your to-do list. Don’t forget why you wanted to travel to begin with.<br />
<div><br />
</div>urn:uuid:930The Dangers of Exact Match Domains for Insurance Agency Websites - Agency Marketing BlogWhile once a useful strategy, exact match domains can wreak havoc on your insurance website’s SEO rankings. But, that doesn’t mean they’re useless.2016-04-18T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DylanBrooksBlogs/Web%20URL.jpg" alt="Website URL Domain" style="width: 300px; height: 214px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Whenever an agency tells me they have a lot of exact match domains pointed to their home page, I cringe.<br />
<br />
People used exact match domains to improve an agency’s search visibility. <br />
<br />
Now, it can actually cause an<a href="http://www.getitc.com/!/insurance-website"> <strong>insurance website</strong></a> to drop in the search engine rankings. A drop in the rankings can mean you might miss out on revenue opportunities.<br />
<br />
<h2>What Are Exact Match Domains?</h2>
<br />
Exact match domains are website addresses that match a keyword term. Agencies have traditionally used them to rank for important keywords. <br />
<br />
For instance, XYZ Insurance might have www.xyzinsurance.com as their main domain. They might also have the exact match domain www.contractorsinsurancememphis.com. They would point the exact match domain to their main domain. <br />
<br />
<br />
If people were to click on the agency’s exact match domain, they would end up on the homepage of the main domain. <em>(Note: neither of these domains actually exist; this is a theoretical example.)</em><br />
<br />
<h2>Why Exact Match Domains Were Once Prevalent</h2>
<br />
Exact match domains once helped agencies rank for specific keywords. In those days, search engines looked at exact keywords to determine relevance. <br />
<br />
So in the example above, www.contractorsinsurancememphis.com would likely help XYZ Insurance appear in the search results for contractors insurance Memphis.<br />
<h2>Why Exact Match Domains Don’t Work Anymore</h2>
<br />
Search engines have changed how they test websites in recent years. <br />
<br />
They look more at how relevant a website’s content is to the topic of the search. This is despite whether the keywords match. <br />
<br />
This shift has crippled the effectiveness of exact match domains for search engine rankings.<br />
<br />
Furthermore, search engines have taken steps to prevent manipulation of search results. <br />
<br />
One of these measures was Google’s <a href="http://searchengineland.com/low-quality-exact-match-domains-are-googles-next-target-134889">exact match domain update</a>. This update penalized websites that used these domains to rank for a variety of keywords. <br />
<br />
This update happened in 2012. Gangnam Style was the world’s most popular song. President Obama was running for re-election. Yet, some insurance website owners continue to point exact match domains to their home page. <br />
<br />
Many agencies have seen their search rankings and revenue drop as a result.<br />
<h2>Repurposing Exact Match Domains</h2>
<br />
Exact match domains are not beneficial for search visibility efforts. But, they don’t have to sit idle in your hosting account. <br />
<br />
If you have these domains, you likely paid some money to get them. So, you’ll likely want to repurpose them so you can get some value from them. Here’s how to do that.<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Think of Branding. <br />
</strong><br />
The authority your agency name wields can be notable. Consumers trust your agency brand as a reliable source of insurance coverage. You can use that to attract visitors from many sources. <br />
But, your exact match domains can wield branding power too. Use them for campaigns related to the keyword phrases they represent.<br />
<br />
<strong>
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Set Up Marketing Campaigns for Your Exact Match Domains. <br />
</strong><br />
Determine which types of consumers you’re trying to attract. Identify the lines of business that appear in your exact match domains. For example, contractor’s insurance.<br />
<br />
Then, plan marketing campaigns to attract your target consumers for these lines. <br />
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Make sure these marketing campaigns don’t involve search engines because that could harm your ranking. You can include email marketing, direct mail, referral initiatives or banner ads.<br />
<br />
<strong>
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Build Landing Pages. <br />
</strong><br />
Once you have planned your campaign, create a landing page to convert your visitors. Place the page on your main domain. <br />
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An ideal landing page will include benefits of coverage tailored for your target consumers. Include a contact form so you can capture their contact information for continued marketing. <br />
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Also, set up proper lead tracking for this form. You can do so in your website analytics or agency management accounts.<br />
<br />
<strong>
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Point the Exact Match Domains to the Landing Pages. <br />
</strong><br />
This step will allow you to use the exact match domain names to advertise the campaign. It will also ensure your leads are automatically routed to the appropriate landing page.</blockquote>
<br />
When used for SEO, exact match domains don’t have much value. But, that doesn’t mean they’re worthless. <br />
<br />
Don’t simply point these domains to your home page. Use your existing exact match domains to drive targeted traffic with these four steps. <br />
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<em>
Got a question about exact match domains? Leave a comment below.</em>urn:uuid:929What’s in Release 6.0.39.07 of InsurancePro - Agency Management BlogThese are the changes in the latest release of ITC’s agency management system InsurancePro.2016-04-14T06:00:00Z2024-03-19T05:52:04ZThese are the enhancements that are included in the latest release of agency management system InsurancePro (Release 6.0.39.07).<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">•<span style="white-space: pre;" class="Apple-tab-span"> </span>Company fees including SR22 fees are now extracted from downloads if sent in that way<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Unearned premium amount will now be set when they come from downloads<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Added underinsured BI and underinsured PD coverage for auto policies<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Ability to choose all policy types in the daily transaction report for renewals, cancellations and expired reports<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Increased the length of the file number field to allow more entries<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Corrected age and date of birth queries in batch printing<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Corrected some issues with processing some al3 files</blockquote><br />
<br />
We have certified the following companies for downloads. <br />
<br />
<strong>For IVANS:<br />
<br />
</strong>
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">•<span style="white-space: pre;" class="Apple-tab-span"> </span>Commerce/Citation/Mapfre, NAIC codes 34754, 40274 for Auto and Home<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>National General, NAIC codes 12583, 11454, 29742, 38660 for Auto and Home<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Florida Family, NAIC code 10688 for Home<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Star Casualty, NAIC code 32387 for Auto<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>American Modern, NAIC codes 12314, 23450, 23469, 29246C, 35912, 41998, 42005, 12489, 12877, 42722 for Auto and Home<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Edison Insurance Company, NAIC code 12482 for Home<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Narragansett Bay, NAIC code 43001 for Home<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>The National Security Group, NAIC code 12114 for Home<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>US Investment Corporation, NAIC codes 25895, 26522, 35416, 14420, 15756 for Home</blockquote>
<div><br />
</div>urn:uuid:927Adding Video to Your Agency Marketing Plan - Agency Marketing Blog79 percent of Internet traffic is expected to consist of video by 2018. Here’s how you can add video to your agency marketing plan.2016-04-13T09:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="video camera" src="/images/blog/BeckySchroederBlogs/ThinkstockPhotos-513671922.jpg" />When I’m scrolling through my newsfeed, I will always stop to watch a video. I may not watch the whole video, but I will definitely watch it for a few seconds at least. That’s more time than I spend reading text updates or looking at pictures.<br />
<br />
This is the power of video: we skim text, and we glance at pictures. But, we watch video. We will give it our full attention as long as we are entertained or learning something.<br />
<br />
Video is engaging. It’s easy to consume. Video can show who you are and communicate your value proposition that can’t be done with text. It’s also fun!<br />
<br />
Why should you add video to your agency marketing plan?<br />
<br />
<h2>Why Video<br />
<br />
</h2>
Consider this:<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Visitors who view videos stay on websites an average of 2 minutes longer. (Source: <a target="_blank" href="http://www.comscore.com/">comScore</a>)<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Video on landing pages can increase conversion by 80 percent. (Source: <a href="http://unbounce.com/">Unbounce</a>)<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Videos in email marketing increase click-through rates by 55 percent, which results in 44 percent more time reading the email and 24 percent higher conversion rate. (Source: <a href="http://socialmouths.com/blog/">Socialmouths</a>)<br />
<br />
</blockquote>
Video is incredibly powerful. People will engage with video. It’s easy to consume. It creates a strong connection between you and your audience.<br />
<br />
If video is not currently part of your online agency marketing plan, it’s time to add it.<br />
<br />
<h2>Questions to Answer</h2>
<br />
Like with any marketing strategy, you need to do some legwork before you get started. Every marketing tactic works best when you establish goals and have a clear direction. Otherwise, your efforts will become disorganized and not at all effective.<br />
<br />
Before you start shooting a bunch of videos, ask yourself these questions:<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Why do my clients choose my agency over other options?<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Do I want to build brand awareness? Increase website traffic and leads? Engage with my clients?<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>How will I create my videos?<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>What is my budget? (Do I have a budget?)<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Will I host my videos on YouTube or Vimeo?<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>How will I know if my videos are a success?</blockquote><br />
<h2>Tell Your Story</h2>
<br />
The best marketing, regardless of channel, doesn’t talk about what you do. The best marketing doesn’t feel like marketing because it’s telling your story.<br />
<br />
Your agency has a story. Video is a great way to share that story.<br />
<br />
<h2>Types of Videos</h2>
<br />
<em>
Educational<br />
</em><br />
People don’t know much about insurance. It’s a complex subject that is complicated more by the fact that it is an intangible product. <br />
<br />
Show off your expertise in a series of educational videos. You’ll educate your clients while showing who your agency is.<br />
<br />
Your viewers will learn and be more likely to think of your agency first next time they need insurance.<br />
<br />
Here’s an example of a video explaining why it’s better to choose an independent insurance agent.<br />
<br />
<iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/52934044?portrait=0&color=ff9933"></iframe>
<br />
<em><br />
Q&A<br />
</em><br />
Commonly asked questions make for a great blog topic. They also make a great video topic. <br />
<br />
Make a list of frequently asked questions. Then turn each question into its own video. Spend a few minutes – I recommend no more than five – answering each question.<br />
<br />
You can easily create 10 videos at one time.<br />
<br />
Here are some great examples.<br />
<br />
<a href="http://www.galvezinsurance.com/">Alan Galvez Insurance</a><br />
<iframe width="560" height="315" frameborder="0" src="https://www.youtube.com/embed/iuvI-D7Oqpg"></iframe><br />
<br />
<a href="http://www.triestagency.com/">Triest Agency</a><br />
<iframe width="420" height="315" frameborder="0" src="https://www.youtube.com/embed/xISUI9Xca3k"></iframe>
<br />
<em><br />
Webinar<br />
</em><br />
Engage your audience with a <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">webinar</a>. Find a topic that will be interesting. <br />
<br />
You have a lot you can teach people. Or you can have a guest speaker. The point is to find a subject your clients will want to sign up to learn more about.<br />
<br />
If your agency marketing budget is a little tight, good news. You don’t have to subscribe to webinar hosting software to have a webinar. You can use Google Hangout or Skype (up to 25 people) as your hosting platform for free.<br />
<br />
<h2>The Tools</h2>
<br />
You don’t need a bunch of fancy, expensive equipment to create videos. A smartphone with an external mic can do the job. If you don’t have a steady hand or someone to hold the camera for you, you’ll want a tripod. <br />
<br />
If you want a camera other than your smartphone, you can find some good ones that won’t break the budget.<br />
<br />
There are apps – like iMovie and PowerDirector – you can use to edit a video on your phone. You might prefer to edit video on your computer. There are some affordable options out there like <a target="_blank" href="http://www.movavi.com/">Movavi </a>and <a target="_blank" href="https://www.wevideo.com/">WeVideo</a>.<br />
<br />
My point is you don’t have to use what the professional video firms use to start creating videos. With some time and effort, you can create some good videos yourself.<br />
<br />
<h2>Video Apps</h2>
<br />
If you’re still intimidated at the thought of creating videos, you can take a smaller step first. <br />
Social media is a great place to start playing with video. Use it to try different ideas, and see what works best for you.<br />
<br />
<em>
Vine</em><br />
<br />
Twitter launched video app Vine in 2013. You capture and share six-second looping videos. You may think six seconds isn’t much time. But if you check out the app, you will see some creative ways people are using these ultra short videos. <br />
<br />
<em>
Instagram</em><br />
<br />
Instagram started as a photo app but added video capability in 2013. Like Vine, Instagram offers short videos. It used to be 15 seconds, but <a href="https://www.searchenginejournal.com/instagram-videos/160742/" target="_blank">a couple weeks ago Instagram announced</a> that they were extending their video length to 60 seconds.<br />
<br />
<em>Periscope</em><br />
<br />
Another app that Twitter created and owns, Periscope is a live video streaming app. You basically announce to your Twitter followers that you’re doing a live stream. They can then open up Periscope and watch your content as you record it.<br />
<br />
<em>
What to Share<br />
<br />
</em><blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Record the nice things your clients say in video testimonials<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Take people behind the scenes and show them your office <br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Interview members of your team about their favorite ________<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Celebrate holidays and other important events<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span> Share your community pride with videos of the local events you attend <br />
<br />
</blockquote>
I once saw an insurance agent use Periscope to show the various risks around a backyard swimming pool. It was a great use of video to showcase his expertise without talking specifically about insurance. <br />
<br />
The 15 minutes he spent on that live stream was worth it because of how engaged his followers were. They commented as he talked, and he answered their questions live. I guarantee you some of them will remember those tips as well as him.<br />
<br />
<h2>Don’t Give Up</h2>
<br />
The more you try, the better you will get at it. <br />
<br />
The most important thing to remember is to not give up. Video does take time and effort. More than likely, your videos won’t be perfect. But that’s okay. <br />
<br />
People will watch a video even if the quality is not so great. If the sound is good and the video is entertaining or education, you will still get views.<br />
<br />
And don’t forget to have fun!<br />
<div><br />
</div>urn:uuid:926This is the Way: Jay Byrnes from Byrnes Agency - Agency Rating BlogAfter 30 years, third-generation agency owner Jay Byrnes still has a passion for the insurance industry. This is the way Jay works.2016-04-12T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/ThisistheWay/JayByrnes/This-is-the-Way.jpg" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="This is the Way: Jay Byrnes" /><br />
Jay Byrnes was born in to the insurance industry. His grandfather James Byrnes, Sr. opened <a href="http://www.byrnesagency.com/" target="_blank">Byrnes Agency</a> in the small town of Pomfret, Connecticut in 1932. His dad, James Byrnes, Jr., a World War II veteran, joined the agency in the early 1950s. Jay joined the agency in the 1980s after getting his degree in history from Wittenberg University in Ohio. Time will tell if the legacy will continue and whether the insurance industry will call to Jay’s son Jack.<br />
<br />
Dedicated to this industry, Jay is more than an agency owner. He’s chairman of ACT, state national director for the IIABA and board member of the Nexsure user group. For Jay, the best thing about the insurance industry is how the core of the industry remains somewhat constant but everything else around it is in transition.<br />
<br />
I talked with Jay about his experience and time in the industry. This is the way Jay works.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
<br />
We live in the town of Woodstock, and we have three offices in Norwich, Dayville and Woodstock Connecticut. <br />
<br />
<strong>Current gig:</strong><br />
<br />
The president of the Byrnes Agency, chairman of ACT, state national director of the IIABA, and board member of the Nexsure user group. <br />
<br />
<strong>One word that describes how you like to work. </strong><br />
<br />
Frenetic<br />
<br />
<strong>Current mobile device:</strong><br />
<br />
iPhone 6 <br />
<br />
<strong>Current computer:</strong><br />
<br />
Lenovo with two screens <br />
<br />
<strong>Project(s) you’re currently working on:</strong><br />
<br />
We are always on an endless quest to enhance the client experience so all our projects are centered on that from soup to nuts.<br />
<br />
<strong>Accomplishments you’re proud of:</strong><br />
<br />
Still having a passion for the business.<br />
<br />
<strong>What are your goals for the next 12 months? </strong><br />
<br />
Continue to leverage technology to enhance the customer experience and make our staff more efficient.<br />
<br />
<strong>What technology, apps or tools can’t you live without? </strong><br />
<br />
My iPhone is never more than a reach away.<br />
<br />
<strong>Describe your workspace. </strong><br />
<br />
Maintain two offices at two of our locations – both very neat! <br />
<strong><br />
How do you manage your to-do list? </strong><br />
<br />
Combo of sticky notes, calendar reminders and the notes feature on my phone. <br />
<br />
<strong>What do you do when you finish a project? </strong><br />
<br />
Move onto the next one. <br />
<br />
<img src="/images/blog/ThisistheWay/JayByrnes/JB%20candid%202.jpg" style="width: 500px; height: 377px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Jay Byrnes on the phone" /><br />
<br />
<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
I could use one! Suggestions?<br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
Try to have a positive interaction with every one of the 30 members of our staff <br />
<br />
<strong>What do you listen to while working? </strong><br />
<br />
In the car CNBC during market hours, then coffee house to unwind. iPod in the background while at my desk <br />
<br />
<strong>What are you currently reading? </strong><br />
<br />
I am a newspaper hound getting two paper deliveries and reading several more online. More of a periodical reader than books<br />
<br />
<strong>How do you decompress? </strong><br />
<br />
Nice glass of wine out by the fire pit. <br />
<br />
<strong>What’s your sleep routine like? </strong><br />
<br />
Work in progress! <br />
<br />
<strong>Who are your business idols and why? </strong><br />
<br />
One person I truly admire is Jim Kennedy, past president of Ohio Mutual. Jim is truly dedicated to the independent agent channel.<br />
<br />
<strong>What’s the best advice you’ve ever received? </strong><br />
<br />
To be a person of your word. If you say it, do it. This goes for all aspects of life but particularly in an industry where we are selling an intangible product.<br />
<br />
<strong>What’s your favorite blog? </strong><br />
<br />
Not a big blog person, more of Facebook and LinkedIn <br />
<br />
<strong>What would you be doing if you weren’t working at Byrnes Agency? </strong><br />
<br />
I would be in trouble as it’s the only job I have had. At least my resume would be easy.<strong><br />
<br />
Who would you like to see in a future This is the Way post? </strong><br />
<br />
Ted Joyce <br />
<em><br />
The <a href="http://www.getitc.com/blog/tag/this%20is%20the%20way/">This is the Way blog series </a>asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://www.twitter.com/InsTechCorp" target="_blank">Tweet us</a> or leave it in the comments below.</em>urn:uuid:9256 Blogging Mistakes to Avoid on Your Insurance Website - Agency Marketing BlogDon’t make these mistakes when blogging on your insurance agency website if you want to build your online audience. 2016-04-11T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/blogging-mistakes.jpg" alt="woman making a mistake on computer" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Blogging is pretty straightforward. <br />
<br />
You come up with a topic, write about it, and publish. But, there are common blunders bloggers make that can hurt the reputation you’re trying to build. <br />
<br />
These mistakes can make your blogging efforts less effective, SEO related or not. It’s important you avoid them when blogging for your <a href="http://www.getitc.com/!/insurance-website">insurance website</a>. <br />
<br />
Are you making these blogging mistakes?<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
<strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Your blog post is a big wall of text. </strong><br />
Despite how informative your post may be, people won’t read it if it looks hard to read. In a visual sense, a big wall of text with few breaks signals to readers that it will take more effort to read it. <br />
<br />
We’re taught in school to write in long paragraphs, but that rule no longer applies! <br />
<br />
Encourage readability by breaking up big paragraphs. Breaking up the content into short, bite-sized paragraphs is easier on the eyes.<br />
<br />
<strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>There are no pictures to look at. </strong><br />
Keep people reading your blog by including pictures, diagrams, or other visual aids. <br />
<br />
We’re visual creatures. Pictures keep people interested and can aid reading comprehension. Just be careful that <a href="http://www.getitc.com/blog/marketing/2014/05/27/avoid-fines-and-understand-image-usage-rights-and-licensing#.VwfnJfkrKUl">your images are licensed appropriately. </a><br />
<br />
<strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Your posts suffer from poor GSP. </strong><br />
Grammar, spelling and punctuation are an important part of blogging. Although blogging is a more informal medium, don’t let that lull you into laziness. <br />
<br />
If visitors see you don’t know the basics (like the difference between <em>its </em>and <em>it’s</em>), they will form a negative opinion about you. <br />
<br />
Spellcheck before you publish. Also research grammar and punctuation rules you are a bit shaky on. That knowledge will serve you outside of your blogging too. <br />
<br />
<strong>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Your content isn’t relevant. </strong><br />
This may seem like common sense, but it’s important to stay focused! <br />
<br />
When you’re writing, it’s easy to get off track. Make sure every word you write is relevant to your main idea and your audience. <br />
<br />
<strong>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>You’re not linking. </strong><br />
File this under <a href="http://www.getitc.com/blog/tag/seo">SEO best practices</a>. Don’t pass up an opportunity to add links to your blog leading to relevant sources. <br />
<br />
If you mentioned a concept or topic you’ve written about before, link to it! <br />
<br />
Adding links to your blog is not just convenient for curious readers who want to learn more. Links also add relevance to your blog when Google crawls your site. <br />
<br />
<strong>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>You’re not using keywords. </strong><br />
Talk to an SEO practitioner, and <em><a href="http://www.getitc.com/blog/marketing/2016/03/30/how-much-do-keywords-matter-to-your-insurance-website#.VwfnkfkrKUl">keywords </a></em>is one of the first terms you’ll hear. <br />
<br />
You need to sprinkle keywords throughout your insurance website content. That includes your blog. Just don’t shoehorn them in as that will affect readability. <br />
<br />
<strong>Bonus Tip!<br />
</strong><strong>You’re not promoting your blog. </strong><br />
If a tree falls in a forest and no one hears it, did it really fall? The same concept applies to blogging. Be sure to spread the word each time you publish a blog. <br />
<br />
If your blog isn’t getting visibility, you need to work to promote it on your other channels. Social media, email marketing campaigns, and even on your homepage. <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">Hosting a webinar</a>? Be sure to mention that attendees can go to your blog for more information and tips. </blockquote><br />
If you were making a mistake or doing something incorrectly, you’d want someone to tell you right? Well I’m telling you. Avoid these common mistakes, and you’ll be one big step closer to blogging success. <br />
<br />
<em>Have you learned from any blogging mistakes? Share them in the comments below.</em><br />
<div><br />
</div>urn:uuid:924Operation Agency Success: What is Embedded Rating - ITC VideosEmbedded rating is the ability to have comparative rating in your agency management systems and other systems you use every day.2016-04-07T08:31:07Z2024-03-19T05:52:04Z<img alt="" style="display: none;" src="/images/blog/OAS/OAS_image_02022015.jpg" />
<iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/161846497?portrait=0&color=ff9933&autoplay=1" style="margin-top: 8px;"><noframes><img alt="" src="/images/blog/OAS/OAS_image_02022015.jpg"></noframes></iframe>
<br />
<br />
We believe in an open environment and that independent insurance agents should be able to have <strong><a href="http://www.getitc.com/!/comparative-rating-system">comparative rating</a></strong> within every agency management system they use on a daily basis. ITC President Laird Rixford explains what embedded rating is and what it means for you.<br />
<br />
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="http://www.getitc.com/release/2016/04/06/itc-enables-rating-within-agency-management-system-vendors">ITC Enables Rating Within Agency Management System Vendors</a><br />
<br />
<a href="http://www.insurancejournal.com/blogs/itc-insurance-technologies-corporation/2016/04/01/403663.htm" target="_blank">How Creating Open Systems Facilitates a Thriving Ecosystem</a>urn:uuid:922SEO Beginners: Know These 7 Things Before You Do Anything Else - Agency Marketing BlogThese seven SEO basics are the first things SEO newbies should start with when optimizing their insurance agency websites. 2016-04-06T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/JohnDessommesBlogs/Beginner.jpg" alt="person reading book with an idea" style="width: 300px; height: 250px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />It’s never too late to learn search engine optimization (SEO), but where does one start? <br />
<br />
Navigating the digital world can be daunting. Starting with a solid foundation is important. <br />
<br />
Don’t fall into a trap where you follow bad or outdated online marketing advice. It can hurt your insurance website presence. <br />
<br />
Here are some first steps you can take to improve your online visibility.<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><br />
<strong>
1.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.getitc.com/blog/marketing/2016/03/14/3-steps-to-better-insurance-website-usability#.VwPsffkrKUk">User experience</a> and getting ranked. </strong>Your website should be technically sound and the content optimized. Your insurance website design should encourage users to stay and visit other pages. <br />
<br />
Also, get backlinks from insurance-related websites. A rule of thumb is if the backlink was too easy to get, then that link probably doesn’t have much value.<br />
<br />
<strong>
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Know the SEO basics</strong>. There is no <em>set it and forget it</em> with SEO. <br />
<br />
Do the pages on your<a href="http://www.getitc.com/products/websites/"> insurance website</a> have titles, descriptions, headings and content? Does the navigation menu make sense? Does your sitemap only include pages that are valuable to the searcher? Is your website mobile optimized?<br />
<br />
Ask yourself these questions and make changes where they’re needed.<br />
<br />
<strong>
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Audit your content.</strong> Do you have <a href="http://www.getitc.com/blog/marketing/2015/06/22/why-duplicate-content-is-bad-for-seo#.VwPtPPkrKUk">duplicate content</a> on your website? If so, you need to <a href="http://www.getitc.com/blog/marketing/2014/07/30/4-tips-to-help-you-write-for-your-insurance-website#.VwPtPfkrKUk">create unique, original content</a>. If writing is not your strong suit, then <a href="http://www.getitc.com/media/article.aspx?blog=marketing&title=7-reasons-to-outsource-your-agency-newsletter#.VwPtQfkrKUk">find someone who can</a>. <br />
<br />
Start with your lines of business pages. Then, start working on your <a href="http://www.getitc.com/blog/marketing/2015/11/09/blogging-is-the-life-blood-of-online-marketing#.VwPtdvkrKUk">blog</a>. <br />
<br />
Try to blog in your own words. Copying and pasting an article on your blog from the Internet will not drive traffic to your insurance agency website. Long, in-depth articles are types of blogs you should aim to publish.<br />
<br />
<strong>
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>What is a link’s value?</strong> A link’s value depends on the content. If your content is short and unoriginal, chances are no one will link to it. <br />
<br />
But if your content is robust, engaging, features a video or infographic, it can gain links. Also, don’t forget to share your content on social media.<br />
<br />
<strong>
5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Use industry contacts.</strong> Look for writing opportunities. Contact editors of insurance publications like Insurance Journal or Rough Notes. Ask them via social media or email to see if you can contribute an article to the publication. <br />
<br />
Choose an insurance topic you are knowledgeable about, and pitch this idea to the editor. Some publications may charge a nominal fee to publish your article. Others may not.<br />
<br />
<strong>
6.<span class="Apple-tab-span" style="white-space: pre;"> </span>Build your presence through local SEO. </strong>Create Google My Business, Yelp and Facebook pages and match the business name, address and phone number to your insurance website. Get your clients to leave reviews on these pages. <br />
<br />
Rinse and repeat for other business listing websites like Yellowpages, Superpages, Yahoo! Local and Bing Places. If you do this enough, your local visibility will improve.<br />
<br />
<strong>
7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Use Google Analytics to check your progress.</strong> Google Analytics will show you pretty much everything you need to know about where your traffic is coming from and how users are finding your website. <br />
<br />
If your organic traffic has dropped, it may be due to a variety of reasons. <br />
<br />
It could be spammy backlinks you built. It could be due to a recent technical change, or it could be due to other reasons. Users of Insurance Website Builder can use the changelog. It keeps track of changes to your website so you can trace issues back a specific day.<br />
<br />
</blockquote>These are just some of the basics of SEO. If you want to learn more, you will need to be a student of SEO. <br />
<br />
You will need to read search engine news websites like <a href="http://searchengineland.com/">Search Engine Land</a> and <a href="http://www.thesempost.com/" target="_blank">The SEM Post</a> on a daily basis. Following SEO authorities on Twitter is also a great way to absorb SEO material. <br />
<br />
<em>Do you have any basic SEO tips to share? Please let us know in the comments below!<br />
</em>
<div><br />
</div>urn:uuid:921ACORD Forms Update (March 2016) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in March 2016.2016-04-05T11:15:30Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<br />
<h2>Forms with New Revision Dates<br />
<br />
</h2>
63 2016/04 replaces 2013/09 - Fraud Statements<br />
83 2016/04 replaces 2016/03 - Personal Umbrella Application<br />
131 2016/04 replaces 2016/03 - Umbrella/Excess Section<br />
133 2016/03 replaces 2015/12 - Workers Compensation Insurance Plan Assigned Risk Section<br />
283 2016/04 replaces 2016/03 - Personal Umbrella Application Section<br />
403 2016/03 replaces 2014/12 - Agriculture Property Section – Scheduled and Unscheduled Farm Personal Property<br />
90 KS 2016/04 replaces 2015/12 - Kansas Personal Auto Application<br />
137 KS 2016/04 replaces 2015/12 - Kansas Commercial Auto<br />
138 KS 2016/04 replaces 2015/12 - Kansas Garage and Dealers<br />
290 KS 2016/04 replaces 2014/12 - Kansas Personal Auto Application Section<br />
290 RI 2016/06 replaces 2015/12 - Rhode Island Personal Auto Application Section (for use on or after 6/1/2016)<br />
290 WI 2016/06 replaces 2015/12 - Wisconsin Personal Auto Application Section (for use on or after 6/1/2016)<br />
<br />
<h2>Corrections or Modifications to Existing Forms<br />
<br />
</h2>
35 2016/03 - Cancellation Request/Policy Release<br />
50 2005/05 - Temporary State of New Jersey Insurance Identification Card<br />
<div><br />
</div>urn:uuid:920How to Keep People on Your Insurance Website Longer - Agency Marketing BlogThe more time people spend on your insurance agency website, the more likely they are to convert. Here’s how you can get your visitors to stick around longer.2016-04-04T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/girl-on-laptop.jpg" alt="Girl sitting with laptop" style="width: 300px; height: 201px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Search engines pay attention to a lot of aspects of your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>. They even look at how much time people are on your website. <br />
<br />
When people stay on your website for some time, search engines think it has unique, relevant content. Because of this, your website can then rank higher in the organic search results. <br />
<br />
Higher rankings help your online visibility and can lead to more quote requests and sales. But what can you do to increase the time someone spends on your insurance website?<br />
<br />
Good question! Below are a few ways you can keep people on your website longer.<br />
<br />
<h2>Faster Load Times</h2>
<br />
This might sound counter-intuitive. But, a <a href="http://www.getitc.com/blog/marketing/2015/11/04/youve-only-got-seconds-to-keep-insurance-website-visitors#.Vv7VIvkrKUk">fast loading website</a> increases the likelihood that visitors will stay on your website. <br />
<br />
Pages that load slowly cause frustration and encourage consumers to go on to the next website. <br />
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Make your insurance agency website easier to load by minimizing images and animations. This will decrease your bounce rate. (Bounce rate is the percent of visitors who leave almost immediately leave after landing on your website.)<br />
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<h2>Make Content Easier to Read</h2>
<br />
A large amount of text is intimidating. It keeps potential clients from reading all the <a href="http://www.getitc.com/blog/marketing/2016/02/10/3-reasons-insurance-website-content-doesnt-matter#.Vv7VO_krKUk">great content </a>you have worked so hard to write. <br />
<br />
Breaking up your content makes it easier for someone to read and properly digest your words. <br />
<br />
You can add graphs and other graphics to not only make your page more visually appealing. Also, using shorter paragraphs and bullet lists can help make your content easy to read.<br />
<br />
<h2>Embed Videos on Your Pages</h2>
<br />
<a href="http://www.getitc.com/videos/">Videos </a>are a great way to break up your content as well as add supplemental information. <br />
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Instead of linking to a video on another website, it is better to embed the video directly on your website. This is because the time spent watching the video is time spent on your insurance agency website, instead of YouTube.<br />
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<h2>Blog!</h2>
<br />
<a href="http://www.getitc.com/blog/tag/blogging/">Blogging </a>helps your website’s search engine optimization and positions you as an industry source. <br />
<br />
Give your clients the ability to leave comments on your posts. Encourage them to respond with their own thoughts. Letting them comments includes them in the conversation, which strengthens your relationship. <br />
<br />
Also, use blog tags so people can browse through other related blog posts easily. For example, click on the insurance website tag at the bottom of this post. You’ll see all our insurance website-related posts.<br />
<br />
<h2>Give Them Something to Do</h2>
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Add features to your insurance agency website that encourage engagement. Make a payment or file a claim pages are great pages that get high engagement. <br />
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<a href="http://www.getitc.com/products/websites/features/insurance-glossary">Glossaries</a>, <a href="http://www.getitc.com/products/websites/features/third-party-financial-calculators">financial calculators</a> and other educational tools are good features to include as well. These pages allow your visitors to spend time researching their needs and interests.<br />
<br />
Getting your visitors to stay on your insurance agency website longer may seem like a hard task. But really, all it takes is a few tweaks. <br />
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<em>Got a question about insurance agency websites? Leave it in the comments below.</em><br />
<div><br />
</div>urn:uuid:919How Much Do Keywords Matter to Your Insurance Website? - Agency Marketing BlogKeywords used to matter a lot to how your insurance agency website ranked in the search engines. Here’s how much they matter now.2016-03-30T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/JoshBoweBlogs/Keywords.jpg" alt="Keyword in gun scope" style="width: 300px; height: 300px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />In the early days of search engine optimization (SEO), everything revolved around keywords. Keywords were the dominant factor of SEO.<br />
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They mattered so much, search engines valued keywords over actual human language. In the early 2000s, the Internet was full of websites that targeted specific keywords. These niche websites had so many keywords their readability was poor. <br />
<br />
Then things changed. Google updated their algorithms in 2011 to stop this<a href="http://www.getitc.com/blog/marketing/2014/05/13/how-to-kill-your-brand-with-black-hat-seo#.Vvr7eOIrKUk"> black hat SEO</a> practice. It made this change to prevent keyword spam from dominating websites and search results. <br />
<h2>Another Keyword Bites the Dust</h2>
The question now is are keywords still effective? Do they still matter for your <strong><a href="http://www.getitc.com/!/insurance-website">insurance website</a> </strong>in 2016?<br />
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The answer is a bit mixed. Keywords, of course, still matter to some degree. They need to be on your website, page URLs, page titles, image descriptions, etc.<br />
<br />
What’s changed the most is you don’t need keywords <em>everywhere</em>.<br />
<br />
In fact, keyword spamming is now <a href="http://www.getitc.com/blog/marketing/2014/05/15/website-hero-to-website-zero-black-hat-series-part-2#.Vvr7QuIrKUk">considered poor SEO</a>. Google will penalize websites for stuffing keyword onto pages without regards for readability. <br />
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So in general, keywords are good. Keep them in important places where Google crawls your website but in moderation. <br />
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Think of keywords on your insurance agency website like drinking at a company party. It’s never good to go overboard.<br />
<h2>New Players</h2>
While Google has lowered the importance of keywords, other factors now hold equal value. It takes more than keywords to make an insurance website rank well. <br />
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Social sharing, varied content, and backlinks to and from your website are also important. It’s key to focus on those tactics just as much as keywords for your website’s SEO campaign.<br />
<h2>Intelligent Search </h2>
When Google introduced the <a href="http://searchengineland.com/google-hummingbird-172816">Hummingbird update</a> in 2013, the search algorithm changed again. Instead of searching for specific phrases, Google began looking for related content too. <br />
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For example, in the insurance world, you don’t want to call your insurance cheap. But, you should still show value in blog posts, home page content, etc. <br />
<br />
Google will understand the difference between a keyword and its context. Google will still prop your website up when people search for “affordable car insurance.” Again, the quality of the content matters more than the exact search phrases used in the content.<br />
<br />
The keyword isn’t dead, but its importance has diminished. Keywords have evolved, and your insurance website should too.<a href="http://www.getitc.com/blog/marketing/2016/01/11/5-ways-google-will-transform-seo-in-2016#.Vvr7GeIrKUk"> Google is not going to stop changing.</a> Are you prepared to change too?<br />
<br />
<em>
Got a question about SEO? Leave it in the comments below.<br />
</em>
<div><br />
</div>urn:uuid:918This is the Way: Snejina Zacharia from Insurify - Agency Rating BlogInsurify CEO and Founder Snejina Zacharia couldn’t find easy insurance comparison online so she built it. This is the way Snejina works. 2016-03-29T09:00:00Z2024-03-19T05:52:04Z<img alt="This is the Way: Snejina Zacharia from Insurify" style="width: 700px; height: 416px;" src="/images/blog/ThisistheWay/SnejinaZacharia/This-is-the-Way.jpg" /><br />
<br />
While studying at MIT, Snejina Zacharia had a minor accident, which left a scratch on her car. For the first time in 10 years, she had to shop for car insurance. She spent hours filling long questionnaires online and speaking with agents. The experience was so far off from what she was used to when searching for flights and hotels. “I decided to change that by building <a href="http://www.insurify.com" target="_blank">Insurify</a>, the first platform that truly makes online car insurance comparison clear, simple, and intuitive.”<br />
<br />
Snejina has 16 years of entrepreneurial experience in consumer Internet and enterprise software companies. She sees a unique opportunity in the insurance industry to make a positive change for a large number of people. Snejina is one of the panelists for the <a target="_blank" href="http://www.agentconference.org">ITC Agent Conference</a> keynote "How Consumers Have Changed and Why It's Critical You Do Too" in April. I talked with Snejina about how she manages this challenging industry. This is the way Snejina works.<br />
<br />
<><><><br />
<strong><br />
Location:</strong><br />
<br />
Cambridge, Massachusetts<br />
<strong><br />
Current gig:</strong><br />
<br />
CEO and Founder of Insurify<br />
<br />
<strong>One word that describes how you like to work.</strong><br />
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Focused. Focus on the main priorities, which have the highest impact on the business. <br />
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<strong>Current mobile device:<br />
</strong><br />
iPhone 6<br />
<strong><br />
Current computer:</strong><br />
<br />
MacBook<br />
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<strong>Project(s) you’re currently working on:</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>Expanding coverage in under-served states and for under-served user segments.</li>
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<li>Improving user experience.</li>
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<li>Expanding in online bind technology.</li>
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<li>Continue to build Evia – our AI based robot for car insurance quoting.</li>
</ul>
<br />
<strong>Accomplishments you’re proud of: </strong><br />
<br />
The biggest challenge we faced building Insurify was to redefine a market category; to switch the business model of insurance from buying and selling leads to a true customer experience end to end. Building a comparative rater requires a lot of perseverance from business development, nurturing the right relationships, and technology, building the right integrations. We drove agency adoption rates up by connecting their existing platforms to Insurify, rather than taking the easy route and building a standalone solution. The challenges continued when we had to find creative ways to gain market share in a very competitive space with one of the highest cost of acquisition.<br />
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
<ul class="ulstyle-bullets">
<li>Building the largest integrated insurance agency in the USA without owning a single agent.</li>
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<li>Expand the platform with online bind capability to serve the segment of users who prefer the self service experience.</li>
<br />
<li>Creating the world’s first text-to-purchase auto insurance platform, powered by artificial intelligence and NLP.</li>
</ul>
<br />
<strong>What do you like most about working at Insurify? </strong><br />
<br />
Our team – very sharp, creative and driven and also a lot of fun to work with. We are dedicated to making Insurify the best product for insurance shopping and building a great company together. <br />
<strong><br />
What technology, apps or tools can’t you live without?</strong><br />
<br />
Slack. Google Drive. Intercom. Pivotal Tracker. <br />
<strong><br />
What’s the most recent app you’ve downloaded but have yet to use?</strong><br />
<br />
Peach<br />
<br />
<strong>Describe your workspace. </strong><br />
<br />
A simple desk, with a laptop, monitor, phone, and a stack of contracts and tax documents. My team is all within high-fiving distance. <br />
<strong><br />
How do you manage your to-do list?</strong><br />
<br />
Prioritization is the key. There is always more to do than there are hours in the day. Spending a little time deciding which items have the most impact and which team members are best suited to tackle them ensures we are running in the right direction. <br />
<br />
<strong>What do you do when you finish a project?</strong><br />
<br />
If it was a large project we have been working on for a while, we’ll celebrate with the entire team. Then it’s on to the next one. <br />
<br />
<strong>What’s your best time-saving tip or hack?</strong><br />
<br />
Prioritize the next day’s tasks the night before. That way, in the morning you can hit the ground running. <br />
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<img alt="Snejina Zacharia" style="width: 500px; height: 333px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/SnejinaZacharia/Snejina.jpg" /><br />
<br />
<strong>What is your best everyday habit?</strong><br />
<br />
Regular communication with all team members. I keep a running list of their major priorities, and check in with them regularly to make sure things are on track and to provide air cover for them as needed. <br />
<br />
<strong>What do you listen to while working?</strong><br />
<br />
Customers, mostly. We spot check our agency phone calls to make sure our customers continue to receive the highest level of service, and to identify any unmet needs. <br />
<strong><br />
What are you currently reading?</strong><br />
<br />
I just finished reading Traction: A Startup Guide To Getting Customers. I highly recommend it. <br />
<br />
<strong>How do you decompress?</strong><br />
<br />
Spending time with my husband and two wonderful children. No matter how stressful things get, their smiles are always contagious. <br />
<br />
<strong>What gets you out of bed in the morning?</strong><br />
<br />
The opportunity to make a positive change. We are building something very big. Every day we make progress toward our goals. <br />
<strong><br />
What does a typical day look like for you? </strong><br />
<br />
A quick chat with my key team members about priorities and critical issues, followed by a number of conversations with external partners – brokers, agencies, carriers, data providers, advertising partners, etc. I spend a lot of my time developing relationships to expand our business. <br />
<br />
<strong>Who are your business idols and why?</strong><br />
<br />
Steve Jobs for building innovative products, which anticipate customer needs. <br />
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Andy Grove – as a stellar wartime CEO.<br />
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<strong>What’s the best advice you’ve ever received?</strong><br />
<br />
Focus on your strengths and build a team, which complements you. <br />
<br />
<strong>What is your motto or personal mantra?</strong><br />
<br />
Be positive, but realistic.<br />
<br />
<strong>What’s your favorite blog or website?</strong><br />
<br />
Medium.com <br />
<strong><br />
What would you be doing if you weren’t working at Insurify?</strong><br />
<br />
Join an exciting start up with a big vision and make an impact. <br />
<strong><br />
Who would you like to see in a future <em>This is the Way</em> post?</strong><br />
<br />
Dan Ariely – Professor at Behavioral Economics, now at Lemonade <br />
<em><br />
The </em>This is the Way<em> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? Tweet us or leave it in the comments below.</em>urn:uuid:917Don’t Fool Yourself, It’s Already April: 10 Content Ideas for Your Insurance Website - Agency Marketing BlogNo fooling. These 10 April content ideas for your insurance agency website and newsletter keep your content up to date and interesting. 2016-03-28T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/EmilyKaltmanBlogs/spring-field.jpg" alt="spring field" style="width: 300px; height: 275px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Yes, that’s right. It’s already time to start thinking about your content for April. <br />
<br />
April signifies the start of a new quarter and a new season. We’re well into the first half of the year at this point. If your content ideas are running low on content ideas, don’t worry! <br />
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Try some of these ideas to freshen up the blog on your insurance agency website or email newsletter.<br />
<h2>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>April Fools’ Day (April 1)</h2>
April Fools' Day is a fun topic to spice up your content. Have some fun and suggest inexpensive pranks for home or office. Or, talk about some of your own past pranks (your greatest hits). Hold a social media contest, and ask your followers to share their favorite April Fools’ Day prank. <br />
<h2>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>Spring Festivals</h2>
As the weather begins to thaw, people spend more time outdoors. Community organizations take advantage of the temperate weather in April to hold outdoor events. <br />
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Open-air events can be festivals, athletic races, fundraisers, concerts and more. These are events your clients want to know about. Research these community springtime happenings. Then, include them in <a href="http://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website#.VvVw_-IrKUl">your next blog post</a> or <a href="http://www.getitc.com/blog/marketing/2016/03/21/7-reasons-to-outsource-your-agency-newsletter#.VvVxH-IrKUk">monthly newsletter</a>. Sponsor an event and invite your clients to join you. After the event, share the pictures on social media or do a roundup in your newsletter.<br />
<h2>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>Allergies</h2>
As the temperature rises so does the propagation of pollen and other springtime allergens. Those flowers sure look nice, but they can be annoying! <br />
<br />
This is a worthy blog topic because almost everyone can relate to seasonal allergies. Write about remedies, preventative measures, and the severity of the allergen forecast this spring. <br />
<h2>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>Tax Day (April 15)</h2>
Use this topic as an opportunity to partner with a local tax professional. You can interview him or her for your blog. Or, ask him or her to write a guest blog. You could even set up a mutual referral system and feature your tax professional on <a href="http://www.getitc.com/products/websites/features/partner-and-trusted-professionals-pages">your partner page</a>. Tax season could actually turn out to be an interesting semi-annual post.<br />
<h2>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Freezes and Blizzards</h2>
We aren’t out of the woods yet with cold weather. April often still has freezes and snows, especially in the northern parts of the country. This month is a great time to share with your clients the hazards of an early spring freeze and how they can prepare.<br />
<h2>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>School Year Lull</h2>
Parents know this time of year is about when students start mentally checking out. Spring break has usually just ended. The start of summer break is right around the corner. Students young and old start going a bit stir crazy. Parents are also looking forward to their planned summer vacation.<br />
<br />
So how can you use this topic for your insurance blog? Take it in a motivational direction. Inspire readers to keep chugging ahead – work hard, play hard. <br />
<h2>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>Earth Day (April 22)</h2>
Earth Day is a great time to share suggestions for how to make a home more environmentally friendly. You can also inform your clients what time Earth hour is. Or, you can post about upcoming community events that celebrate Earth Day. If you attend such an event, take pictures and share them on social media.<br />
<h2>8.<span class="Apple-tab-span" style="white-space: pre;"> </span>Travel Insurance</h2>
Your readers may be planning their late summer or fall vacations and time off at this point. Springtime is usually when people book travel for late summer and early fall. <br />
<br />
Trips could be for Labor Day, a football game at the alma mater, or a fall wedding. Whatever the case, write a blog post that talks about the basics of travel insurance. Ask your social media followers where they’re planning on going for vacation.<br />
<h2>9.<span class="Apple-tab-span" style="white-space: pre;"> </span>Administrative Professionals Day (April 27)</h2>
April 27 is national Administrative Professionals Day. With their permission, post a blog thanking your agency’s administrative team. Or, you can do a profile of them in your newsletter. If you take your team out to lunch or do something else special for them, share pictures of it on social media.<br />
<br />
Do you have a smaller agency and rely solely on your <a href="http://www.getitc.com/products/management/">agency management system</a>? Give those a digital assistants a shout out too! Administrative support, human or digital, are the backbone of every agency.<br />
<h2>10.<span class="Apple-tab-span" style="white-space: pre;"> </span>Arbor Day (Date Varies)</h2>
Arbor Day is celebrated on the last Friday in April, which would be the 29th this year. But, some states observe it a different day based on the best tree planting time in the area. Double check the local date. There are often strong community ties to this holiday. Plus, it’s a great day to spend outdoors. <br />
<br />
Remember, being creative with your newsletter and insurance website content keeps your clients interested. And, they’re more likely to value what you have to say. While you have a lot of insurance-related advice, it’s okay to change up content and have a little fun.
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</div>urn:uuid:916Generate Leads with a Lazy Landing Page - Agency Marketing BlogHow using a lazy landing page as part of your insurance website strategy can bring you more visitors and improve your conversion rate so you get more leads.2016-03-23T09:00:00Z2024-03-19T05:52:04Z<p>
</p>
<div><img src="/images/blog/TinoIzuoraBlogs/landing-page-form.jpg" alt="Hand with marker" style="width: 300px; height: 200px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />We all want to do the least amount of work possible. The work to get new clients is no exception. <br />
<br />
Bill Gates once said he chooses lazy people to do hard jobs because they will find an easy way to do it. The same can be said of conversion rates.<br />
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A great way to increase your insurance website conversion rate is to use what I like to call a lazy landing page.<br />
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Contrary to the name, a lazy landing page does take some effort to fine tune during the creation phase. But, this tiny guide should help clear some things up. <br />
<br />
A landing page done well can increase conversion rates and sales, which means more money in your pocket.<br />
<br />
A great landing page is simple. You only need four key parts for a successful landing page. Anything extra is just that, extra. <br />
<br />
You’ll need the following:<br />
<br />
1.<span class="Apple-tab-span" style="white-space: pre;"> </span>A headline and optional sub-headline.<br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span>A message that tells your insurance website visitors what you want them to do and what they’ll get for doing it. Effort = Reward.<br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span>A supporting image to reinforce the product and message. This image is usually in the background or takes up a lot of space next to your insurance website content.<br />
4.<span class="Apple-tab-span" style="white-space: pre;"> </span>And last but not least, a form to capture information from visitors. No information, no lead, no sale.<br />
<br />
Alright so now it’s time to get st… not so fast! <br />
<br />
You might want to jump into the thick of it and get on with the creation of your landing page. But, it’s important to become familiar with opportunities to increase lead generation. <br />
<h2>A Few More Tips</h2>
Your landing page should serve as a condensed version of your main website. Because of this, it is smart to remove the main navigation. Including your full website navigation can distract visitors. It can keep them from doing the one thing you want them to do… give you their contact information. <br />
<br />
Notice in this example that the top navigation is not there. The entire focus of the page is to get someone to fill out the form. There are a few links at the bottom of the page, but they’re understated.<br />
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<img alt="" src="/images/blog/TinoIzuoraBlogs/opulent-landing-page.jpg" style="width: 800px; height: 407px; float: left; margin: 5px; border: 1px solid #a5a5a5;" /><br />
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<br />
<br />
You’ve got a headline. Now, it’s time to make a call to action (CTA) reflecting it. You want visitors to get an auto quote? Make sure both your headline and CTA button say that. Consistency is the key to achieving driving home the main point of your landing page. <br />
<br />
This example says Get Free Quotes from Top Providers in the subheadline. The button repeats this message with Get a Quote. Great example of message consistency.<br />
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<img alt="" src="/images/blog/TinoIzuoraBlogs/Carlsbad-landing-page.jpg" style="width: 800px; height: 417px; float: left; margin: 5px; border: 1px solid #a5a5a5;" /><br />
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Ask only for the information you need. Typically, all you need is name, email address and phone number. Sometimes even this might be too much for the timid visitor. <br />
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It’s okay to ask for either email or phone instead of both. (Can you guess which piece of information is most important to get? I’ll give you a hint. It’s the first thing you checked when you got in the office this morning.)<br />
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Like this example:<br />
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<img alt="" src="/images/blog/TinoIzuoraBlogs/fallbrook-landing-page.jpg" style="width: 800px; height: 434px; float: left; margin: 5px; border: 1px solid #a5a5a5;" /><br />
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Using a Lazy Landing Page</h2>
Okay, NOW it’s time to get started. You can use a lazy landing page in email marketing or social media campaigns. You can use them in advertising, both your offline and online ads. <br />
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You can use them to promote a free report or other piece of content you want people to download. You can even use them in your SEO campaign by redirecting keyword domain names to your landing page. <br />
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Basically, you can use a landing page wherever you’re trying to generate interest in your agency and get leads. <br />
<h2>Rinse and Repeat</h2>
After you’ve created your landing page masterpiece and admired your leads, there’s one more thing to do. Create more lazy landing pages! <br />
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Studies show a correlation between the amount of landing pages you have and how many leads you get. And there’s nothing lazy about that.<br />
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</div>urn:uuid:915How Successful Insurance Agencies Apply E=M²C - Agency Rating BlogHow to apply the Insurance Agency Theory of Relativity using your comparative rating and agency management systems and improve your agency.2016-03-22T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/DonHobdyBlogs/monitoring-measuring-energy.jpg" style="width: 300px; height: 200px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="The Insurance Agency Theory of Relativity" />What does E=M<sup>2</sup>C mean to a successful insurance agency?<br />
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No that isn't a misprint on Einstein's Special Theory of Relativity proposed in 1905. Nor am I saying 100 percent of scientists are wrong. <br />
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For the successful insurance agent E <em>does </em>equal M<sup>2</sup>C. This is my Insurance Agency Theory of Relativity proposed in 2016. <br />
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Running a successful agency takes a lot of energy. If that energy is not focused, then it's wasted. Your focus should be on your goal. What is happening in your agency will determine if you reach that goal. <br />
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What are your revenue generating activities? How many leads did you get this week? Month? Year? How much business did you write this week? Month? Year? How many policies renewed this month? Year? This is data that can be easily extracted from your <a href="http://www.getitc.com/products/management"><strong>agency management system</strong></a><strong></strong>. <br />
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What about leads? Are you asking for leads source? Every time? What about email addresses? Which companies are you quoting? With a good <strong><a href="http://www.getitc.com/products/rating">comparative rater</a></strong>, you can measure these and other important metrics.<br />
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Measuring is good, but monitoring and measuring is great. Those two Ms working together are exponentially more valuable. <br />
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How do you compare to last month? Last year? Are you moving in the right direction? Are your people moving with you? <br />
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By consistently monitoring and measuring, you can determine if your agency is directing energy where it needs to be. <br />
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Measuring performance (sales, closing ratio) and actionable items (calls made, referral sources farmed) for your staff can give you the information you need to see if they are moving with you. If they aren't, you'll need to coach them.<br />
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Coaching is crucial. It's not discipline. It's encouragement. Your staff needs feedback to know if they’re pointing their energy in the right direction. <br />
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Monitoring and measuring performance against agreed upon standards will show you how they’re using their energy. <br />
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Reward the behavior you want repeated. Reprimand the behavior you want removed. <br />
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Tell them what they need to do, why they need to do it, and how it benefits them. Then show them. Simple.<br />
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Being a successful agency isn't rocket science, but it is a science. <br />
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Remember E=M<sup>2</sup>C (energy equals monitoring, measuring and coaching) for success.<br />
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<em><strong>Learn more great formulas for success at <a href="http://www.agentconference.org">ITC Agent Conference</a> on April 21-22.</strong></em><br />
<sup></sup>urn:uuid:9147 Reasons to Outsource Your Agency Newsletter - Agency Marketing BlogNot sure if you should create your agency newsletter yourself or outsource it? Here are seven reasons why you should consider outsourcing your newsletter.2016-03-21T09:16:05Z2024-03-19T05:52:04Z<span style="line-height: 1.5em;"><img src="/images/blog/HeatherGallowayBlogs/newsletter.jpg" alt="email newsletter" style="width: 300px; height: 300px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />In a world of DIY options, do you really need to pay someone else to create your newsletter?<br />
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A few months ago I talked about</span><a href="http://www.getitc.com/blog/marketing/2015/11/16/how-to-create-an-email-newsletter-that-doesnt-suck#.VvADY-IrKUk" style="line-height: 1.5em;"> how to create an amazing email newsletter </a><span style="line-height: 1.5em;">yourself. Yet, as an already over-committed insurance agent, you may find yourself in a bind. </span><br />
Are you wondering if it’d be better to have someone else make your newsletters? It's time to sort through the confusion and decide if you should create your own or outsource it.<br />
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Here are seven situations that may warrant outsourcing <a href="http://www.getitc.com/blog/marketing/2015/04/20/3-reasons-why-your-insurance-agency-needs-an-email-newsletter#.VvADd-IrKUk">your agency newsletter</a>.<br />
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<strong>1.<span class="Apple-tab-span" style="white-space: pre;"> </span>Writing isn’t your thing (and you don’t want it to be).<br />
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If you’re not a natural wordsmith, you may dread writing newsletter content every month. This apprehension could fuel avoidance, or even complete negligence of your newsletter. <br />
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If this happens to you, consider giving the burden to someone else. A professional writer can craft messages that are both compelling and interesting. An added bonus? Grammatically correct emails.<br />
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<strong>2.<span class="Apple-tab-span" style="white-space: pre;"> </span>You’re way too busy.<br />
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Being busy is a wonderful feeling, but it can negatively impact your newsletters. <br />
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If you’re too busy to get the newsletter out and you end up not sending one, your readers will notice. Missing your monthly newsletter can cause you to lose visibility with your clients. <br />
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Also, there are things only you can do for your business that are of higher priority. When you outsource your newsletters, you free up valuable time to complete tasks only you can. <br />
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Compare your hourly value to the hourly value of an outsourced writer. You’ll realize fast a third party is worth every penny.<br />
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<strong>3.<span class="Apple-tab-span" style="white-space: pre;"> </span>The struggle with images is too real.<br />
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We’ve all been there. You’ve created the content for your newsletter, and you’re ready to make it pretty. But then you hit a brick wall. <br />
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Where do you get the right images? What if you want to embed an infographic? How do you adjust the HTML coding to shift a photo to the right an inch? <br />
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If you find yourself asking these questions it may be time to outsource your newsletters. Experienced professionals can make sure your emails are eye catching. They can manipulate images and create visually appealing content to draw your readers in. <br />
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Agency marketing experts also have access to extensive professional image libraries. They can create charts and infographics with ease. They can make your newsletters shine in less time.<br />
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<strong>4.<span class="Apple-tab-span" style="white-space: pre;"> </span>You don’t want to hire someone only for newsletters.<br />
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Your team members already wear multiple hats without adding newsletters to their to-do lists. You have two options: outsource your newsletters, or hire a dedicated employee. <br />
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Think about what exactly this new employee means to your agency. <a href="http://www1.salary.com/CopyWriter-I-Salaries.html" target="_blank">Can you afford</a> to hire a copywriter who will need training and employee benefits? <br />
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In other words, you’d be adding a yearly salary to your agency’s budget for an employee that will only write. Does that sound workable for your insurance agency?<br />
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<strong>5.<span class="Apple-tab-span" style="white-space: pre;"> </span>Your audience is super unique. <br />
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The insurance industry is one of the more niche markets to find content for. Despite the great resources out there, your newsletters still might lack the desired substance. <br />
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Copywriters can access extensive resources and generate specific content for you. They also know how to cite and source content to follow <a href="http://copyright.gov/title17/" target="_blank">copyright laws</a> and protect your agency. <br />
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<strong>6.<span class="Apple-tab-span" style="white-space: pre;"> </span>You want fresh, new content 24/7.<br />
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Content boredom breeds a negative user experience. But, it’s also difficult to write fresh new content each month without repeating yourself. <br />
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When you outsource your newsletters, you’re handing over the content creation to a professional. Their top priority is to provide relevant content in a way that will engage your readers. <br />
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Bonus: A professional won't produce boring, repetitive content. Duplicate content triggers spam folders, so having unique content in each newsletter aids deliverability.<br />
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<strong>7.<span class="Apple-tab-span" style="white-space: pre;"> </span>You want to be better at your job.<br />
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What’s the greatest thing about outsourcing? We talked a little bit about it in point #2. By delegating content creation to a professional, you have the time to be even better at your job.<br />
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When you are no longer distracted by monthly newsletters, you can have a higher output. You can focus on more important tasks, limit the headaches, and be more productive. <br />
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Remember: outsourcing something doesn’t mean you’re giving up or lacking skill. It’s a way for you to better delegate your responsibilities to be a better agent.<br />
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Creating your own newsletter can be easy and fun if you have the resources and time to dedicate to it each month. But don’t commit to frequent mailings if your agency cannot handle the obligation. <br />
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If you don’t have the time or don’t want to be a writer, consider outsourcing. If you want professional content and images, consider outsourcing. If you want to focus on what only you can do for your agency, consider outsourcing.<br />
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<em>Got a question about <a href="http://www.getitc.com/products/automated-agency-marketing/features/newsletters">newsletters </a>or email marketing? Leave it in the comments below.</em><br />
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</div>urn:uuid:913Masters of Marketing - Why Email Marketing and SEO are Better Together - Agency Marketing BlogSummary, slides and recording of ITC's Masters of Marketing webinar on why email marketing and SEO are better together.2016-03-17T14:22:05Z2024-03-19T05:52:04ZEmail marketing and SEO are each valuable and cost-effective methods for growing your agency’s visibility and engaging with consumers. However, these tactics are most effective when used together.<br />
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In today’s Masters of Marketing webinar, ITC SEO Coordinator Dylan Brooks and AgencyBuzz Coordinator Tim Glaze explained how to effectively combine email marketing and SEO into a comprehensive strategy that will help your agency get more targeted leads and close more sales. <br />
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We have a short summary below. You can also watch the <a href="https://attendee.gotowebinar.com/recording/2725188321264702465">recording here</a> or review the slides below for more details.<br />
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<h2 class="subtitle">SEO and Email Marketing: Different Purposes, Similar Goals</h2>
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The presentation started with a look at the individual benefits of each tactic. <br />
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SEO is generally focused on making an <strong><a href="http://www.getitc.com/!/insurance-website">insurance website</a></strong> discoverable to consumers actively searching for insurance services or expertise. Email marketing can provide consumers with information relevant to their individual needs. <br />
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Both tactics are most effective when they properly align with the goal of improving consumer experience.<br />
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<h2 class="subtitle">SEO and Email Marketing Overlap Within the Marketing Funnel</h2>
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Getting insurance coverage isn’t as instantaneous as buying a pair of jeans online. The intricacies of the insurance industry require consumers to go through a more complex sales funnel. <br />
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SEO is primarily focused on the initial awareness stage of this funnel, while email marketing is best used for the consideration stage. Both tactics overlap at the intermediate research stage, when a consumer first learns about an agency’s offerings.<br />
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When the two tactics are seamlessly combined at this crucial stage of the consumer journey, they can effectively help lead to a purchase.<br />
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<h2 class="subtitle">Organization and Tracking Are Key</h2>
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It’s important to set up email marketing and SEO campaigns effectively if you want them to work together to close sales. <br />
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Targeting action-oriented search terms can help you find consumers actively looking for your services. Including consumers in email campaigns focused on these specific search topics can help guide them toward a purchase.<br />
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Tracking is also crucial. By looking at your website and email analytics, you can see which campaigns are most effective. Then, you can concentrate your marketing strategy on the best performing tactics.<br />
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Here’s the slide deck from this webinar:<br />
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<iframe width="595" height="485" frameborder="0" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;" scrolling="no" marginheight="0" marginwidth="0" src="//www.slideshare.net/slideshow/embed_code/key/NeC5SYayrZSo8i"> </iframe>
<div style="margin-bottom: 5px;"> <strong> <a target="_blank" title="Masters of Marketing: It Takes Two" href="//www.slideshare.net/InsTechCorp/masters-of-marketing-it-takes-two">Masters of Marketing: It Takes Two</a> </strong> from <strong><a href="//www.slideshare.net/InsTechCorp" target="_blank">Insurance Technologies Corporation (ITC)</a></strong> </div>
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<br />
Join us for the next Masters of Marketing webinar on Thursday, May 19th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). If you are not currently registered for Masters of Marketing, you can <a href="https://attendee.gotowebinar.com/register/5569715059467651073">do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.urn:uuid:912Who Does SEO Benefit? - Agency Marketing BlogOptimizing your insurance website for the search engines benefits your agency, consumers and the search engines.2016-03-16T09:05:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 190px; float: right; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="Hand selecting SEO ideas" src="/images/blog/DylanBrooksBlogs/SEO-Terms.jpg" />The advantages of using a search engine optimization (SEO) strategy are many. The benefits can be far reaching. But who exactly benefits from a dedicated SEO campaign on your insurance agency website? Here’s who wins when you embark on an SEO campaign on your website.<br />
<h2>Your Agency Benefits from SEO</h2>
An effective SEO campaign can help your agency get new business. Optimize your insurance website for valuable search terms. When you do your website is more likely to rank well for those terms. <br />
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This means more people searching with those terms are more likely to find your website. As a result, your agency will attract more action-oriented consumers.<br />
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Instead of fishing for new leads, SEO helps you sell policies to interested consumers. It is a pull tactic in marketing, meaning consumers are making the effort to find you. Optimizing your website for greater search engine visibility makes it easier for more people to find you.<br />
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SEO is also quite cost effective. Google, Bing and Yahoo don’t charge you to show up in the main section of their search results.<br />
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You don’t have to pay for advertising on TV, radio, billboards or print media to gain new prospects. You don’t have to pay for marketing collateral to send to consumers across your area. You don’t have to spend time gathering contact details to send unsolicited push messages. <br />
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You do have to spend considerable time optimizing your insurance website for search visibility. But, much of this effort is using resources you control.<br />
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SEO is also easy to track. You can determine how many people found your insurance agency through the search results. You can see what they did after they landed on your insurance agency website. <br />
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Since they sought you out, you’re likely to see a much greater return on your investment of both time and money.<br />
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Yet, these advantages only scratch the surface of the benefits SEO provide. Other stakeholders stand to win as well.<br />
<h2>Consumers Benefit from SEO</h2>
Your insurance agency stands to gain new business and revenue from an SEO campaign. But, consumers also benefit by having relevant options when they search for a product or service to meet their needs.<br />
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The Internet has revolutionized the information available to consumers. What was once a time consuming process is now almost instant through a simple Google search. With smartphones and voice search, this process can take place anywhere with minimal effort.<br />
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These changes have both empowered consumers and raised their expectations. People now expect relevant, instantaneous answers for everything they search for. <br />
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Optimizing your insurance agency website makes your site relevant, which meets their expectations. Both sides win.<br />
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SEO can help consumers at a higher level as well. Consumers are more and more brand loyal. Many factors go into brand loyalty, and relevance is one of them. <br />
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By improving your agency website’s search visibility, you establish your brand as an authority. People unfamiliar with your agency before can now, thanks to SEO, become loyal clients when they see how you meet their needs.<br />
<h2>Search Engines Benefit from SEO</h2>
This one might come as a surprise. Search engines haven’t wholeheartedly embraced SEO as a practice. This is because some manipulation (like black hat tactics) can cause irrelevant results.<br />
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Yet, optimized websites can actually help the search engines meet their core goal. Google’s public mission is to organize the world’s information and make it universally accessible. <br />
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When you optimize your insurance website, you help Google figure out the best information for its users. Bing, Yahoo and other engines see similar benefits from this process.<br />
<h2>In Summary</h2>
Everyone benefits from SEO. Search engines can show relevant options to users. Consumers have access to answers and information that help them find their best solution. Insurance agents can grow their business by attracting traffic that is looking for insurance. It’s a win-win-win.<br />
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<em>Thinking about a SEO strategy for your insurance agency website? We can help. <a href="http://www.getitc.com/solutions/agency_marketing/consultation/">Request a free agency consultation</a> to learn more about our SEO services.</em>urn:uuid:910Choosing the Right Insurance Agency Software Vendor - Agency Management BlogNext time you’re looking for a comparative rater, insurance website or agency management system vendor, ask these questions to find one that’s right for you.2016-03-15T09:00:00Z2024-03-19T05:52:04Z<img style="width: 300px; height: 300px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="choosing the right vendor" src="/images/blog/BeckySchroederBlogs/choosing-right-vendor.jpg" />Technology is critical to our lives and our businesses. It improves our efficiency and helps us be more productive and use our time better. <br />
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Maybe<a href="http://www.getitc.com/blog/management/2015/12/15/are-you-using-the-right-technology#.VucNhvkrKUk"> your current systems aren’t meeting your needs</a>. Or, maybe you’ve discovered a problem or inefficiency that a new software solution could improve.<br />
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Either way, it’s time to look for a new insurance agency software vendor. How do you know which one is right for your agency? Follow these steps.<br />
<h2>Identify Your Needs</h2>
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Before you can start your search, you need to know what you’re looking for. Make three lists:<br />
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1.<span style="white-space: pre;" class="Apple-tab-span"> </span><em>The Essentials</em>. These are the features and capabilities that are critical to your agency operations. If the program is missing anything from this list, it won’t make it to the next round for consideration. <br />
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2.<span style="white-space: pre;" class="Apple-tab-span"> </span><em>The Conditionals</em>. These are the features that aren’t critical to your operations but are important for productivity and making business decisions. Rank any insurance agency software that lacks these features lower on your list.<br />
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3.<span style="white-space: pre;" class="Apple-tab-span"> </span><em>The Nice to Haves</em>. These are the features and capabilities that make up your wish list. They are not dealbreakers. But, if two systems have everything on your other two lists, these features can sway your decision.<br />
<h2>Decide on Your Budget </h2>
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How much do you anticipate spending? Think about starting or setup costs as well as any ongoing costs for maintenance or support. If what you’re looking for is to replace a current system, consider the cost of switching to a new vendor. How much will it cost to get your data out of the old system?<br />
<h2>Make a List</h2>
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Start researching insurance agency software vendors. Make a list of all the systems that are available. Then compare this list to your three lists from above and your budget expectations. Narrow down your list of vendors until you have your finalists.<br />
<h2>Ask Questions </h2>
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Now that you have your vendor short list, start asking questions. The answers will help you determine which vendor is the best fit for your agency.<br />
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1.<span style="white-space: pre;" class="Apple-tab-span"> </span>How long has the company been in business?<br />
2.<span style="white-space: pre;" class="Apple-tab-span"> </span>What’s their experience in the insurance industry and its unique needs?<br />
3.<span style="white-space: pre;" class="Apple-tab-span"> </span>Is the software company growing?<br />
4.<span style="white-space: pre;" class="Apple-tab-span"> </span>Will the system meet your current needs? Will it be able to adapt to your needs as your agency changes and grows?<br />
5.<span style="white-space: pre;" class="Apple-tab-span"> </span>Does the vendor offer the latest technologies, e.g., mobile, bind online, etc.?<br />
6.<span style="white-space: pre;" class="Apple-tab-span"> </span>How are updates and upgrades managed?<br />
7.<span style="white-space: pre;" class="Apple-tab-span"> </span>What is their service level agreement? How do they handle any downtime?<br />
8.<span style="white-space: pre;" class="Apple-tab-span"> </span>Will it integrate with your existing systems?<br />
9.<span style="white-space: pre;" class="Apple-tab-span"> </span>Is there a contract involved? <br />
10.<span style="white-space: pre;" class="Apple-tab-span"> </span>Is it easy to set up?<br />
11.<span style="white-space: pre;" class="Apple-tab-span"> </span>What kind of training does the vendor offer?<br />
12.<span style="white-space: pre;" class="Apple-tab-span"> </span>How will the vendor support you after the sale?<br />
13.<span style="white-space: pre;" class="Apple-tab-span"> </span>What do their customers say? Will they give you references? What do online reviews reveal?<br />
14.<span style="white-space: pre;" class="Apple-tab-span"> </span>What are the support options? Where is support located? Where is the system developed? Is technical support available in various ways, such as toll-free, email and remote support? Are there videos? FAQs? Do their support hours match yours?<br />
15.<span style="white-space: pre;" class="Apple-tab-span"> </span>What is the frequency of updates? Is there a cost to upgrade?<br />
16.<span style="white-space: pre;" class="Apple-tab-span"> </span>Is the customer service team responsive and knowledgeable? Are they empowered to solve problems?<br />
<h2>A Couple Other Considerations</h2>
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Do you want just a vendor? Or are you looking for a partner? A company that will care about you and your agency. A company that has demonstrated thought leadership and stays on the forefront of trends so your agency benefits. <br />
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How does your staff feel about the potential solutions? Will you be spending your time using the new software? Or, will your time be spent convincing your staff to use it?<br />
<h2>Final Thought</h2>
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Technology can affect your operations. It can affect your marketing. It can affect your sales. It can affect your staff and the morale of your office. <br />
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Bottom line? <a href="http://www.getitc.com/blog/management/2015/11/17/4-technologies-you-shouldnt-work-without#.VucOE_krKUk">Technology is critical to your agency</a>. <br />
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You need to choose the insurance agency software vendor that is right for your agency. Use these tips to find the system that is the best fit for you.<br />
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<em>
The Modern Agency is a monthly blog series in which we discuss various topics related to the success and growth of independent insurance agencies in the modern market.</em><br />
<div><br />
</div>urn:uuid:9093 Steps to Better Insurance Website Usability - Agency Marketing BlogIf your insurance agency website has poor usability, you could be driving visitors away. Improve your website usability with these three steps.2016-03-14T09:00:00Z2024-03-19T05:52:04Z<img title="3 Steps to Better Insurance Website Usability" alt="Hands typing on keyboard" style="width: 300px; height: 230px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" src="/images/blog/EmilyKaltmanBlogs/better-usability.jpg" />Have you ever visited a website in search of specific information but had no idea where to click first? <br />
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Or perhaps you clicked on a link only to find it didn’t contain the information you needed at all. <br />
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If either of these situations are familiar to you, you’ve experienced poor website usability. You aren’t alone. If you have felt the frustration that comes from poor website usability, so have your clients. <br />
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Poor website usability is bad news because it can cause you to miss out on leads. Someone visits your <a href="http://www.getitc.com/!/insurance-agency-website"><strong>insurance agency website</strong></a><strong></strong> and leaves because of poor usability. That’s a missed opportunity. <br />
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It’s worthwhile to check for usability issues as they could be preventing your insurance website from reaching its full potential. <br />
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<h2 class="subtitle">What is Usability?</h2>
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Usability is exactly what it sounds like: a measure of how easily a person can learn to use something. Website usability measures how easily someone can learn how to use that website.<br />
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Website usability involves two things. <br />
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First, there’s the architecture, or organization, of an insurance agency website. <br />
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An example of good website organization would be having a link to the home page at the top of every page. In simple terms, everything on your insurance website is in its expected place.<br />
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Second, there’s the <a href="http://www.getitc.com/blog/marketing/2016/02/10/3-reasons-insurance-website-content-doesnt-matter">content of your website</a>. Content goes hand in hand with how you organize the information on your website. Each page of your insurance agency website should have <a href="http://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website">informative and relevant content</a>. <br />
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Besides the quality of content, make sure it’s functioning properly across platforms as well. Watch out for images not showing up and broken links. <br />
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<h2 class="subtitle">Is Usability the Same as User Experience?</h2>
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It’s easy to get usability and user experience (UX) mixed up. They both are important to the success of your insurance agency website. <br />
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Usability refers to the ability for a visitor to interact with your website easily. User experience is how a visitor feels as a result of this interaction.<br />
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Usability plays a part in user experience. Think of it like this: Usability is about making a task easy. User experience is about making that task meaningful and valuable.<br />
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For example, putting a link to customer service forms in your main navigation makes it easy for your clients to request a policy change. That’s usability. <br />
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Because you’ve made it easy for your clients to do business with you on their terms, your clients trust you more and will be loyal to you. That’s user experience. <br />
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<h2 class="subtitle">How Do I Determine My Website Usability?</h2>
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Usability testing can help you understand how your visitors use your insurance website. It can uncover problems they are having that you were oblivious to.<br />
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It’s easy to perform a basic and informal usability test on your own. The key is to observe the completion of tasks. Then, use your findings to make the appropriate changes to improve your website usability.<br />
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<h2 class="subtitle">How Do I Perform a Usability Test?</h2>
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<span style="text-decoration: underline;">Step 1:</span> Find a few people unfamiliar with your insurance agency website. You want people with fresh eyes who have never visited your website before.<br />
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<span style="text-decoration: underline;">Step 2:</span> Establish a few tasks you want users to perform on your website. These tasks should be straightforward. Think request a quote, locate your office’s contact information, or request a policy change. Then, ask each test subject to perform these tasks. <br />
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<span style="text-decoration: underline;">Step 3:</span> Observe the participants as they complete your task list. Make note of any difficulties they have or comments they make. Use these reactions to decide what changes to make to your insurance website.<br />
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As you can see, the basic idea of website usability is straightforward. You want your visitors to navigate your website efficiently and easily. <br />
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Whether they are requesting a quote or looking for your phone number, your website usability affects their perception of your agency.<br />
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<em>Looking to update your insurance agency website? Check out <a href="http://www.getitc.com/products/websites">Insurance Website Builder</a>, the largest insurance website provider in the United States.</em>urn:uuid:9085 Ways to Know if Your Content Marketing is Working - Agency Marketing BlogContent marketing can have a big impact on the success of your insurance agency website. Here are five ways to know if your content marketing is working.2016-03-09T09:00:00Z2024-03-19T05:52:04Z<img title="How to know if content marketing is working for your insurance website" src="/images/blog/StephanieEwenBlogs/content-marketing.jpg" style="width: 300px; height: 200px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" alt="Content marketing" />What is content marketing?<br />
<br />
Wherever you get advice for improving your <a href="http://www.getitc.com/!/insurance-website"><strong>insurance website</strong></a><strong></strong>, you will hear about content. In particular, how <a href="http://www.getitc.com/blog/marketing/2016/02/10/3-reasons-insurance-website-content-doesnt-matter">your content needs to be valuable</a> to the visitor and how to promote your content. <br />
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The keyword <em>insurance </em>happens to be the most expensive keyword on Google AdWords. This means there is a huge opportunity for insurance agents to take the next step with marketing. <br />
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Are you up for the challenge?<br />
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First, let’s get the idea that insurance is a boring industry out of our heads. As Neil Patel, an SEO and marketing expert, once said, “There is no such thing as a boring industry. There are just bad writers who aren’t creative.” <br />
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Often, content found on an insurance agency website is predictable. “We sell this insurance, here is why you should buy it, and here is why you should buy from us.” <br />
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Although it is a good place to start, your insurance website will not stand out from your competitors. In fact, they are probably publishing the same content.<br />
<strong><br />
Be Interesting</strong><br />
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Buyers want more than the basic facts. They want interesting content that they can use in their daily lives. <a href="http://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website">You can provide that interesting content. </a> <br />
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For example, write about great road trip destinations. Or, how to care for their home during winter, summer or storm seasons. Or, what the best lakes and rivers in your area are for boats or Jet Skis. <br />
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Take a cue from bigger brands. Publish case studies, trend forecasts and industry insights. <br />
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The more your clients engage with you, the easier it is to create a lasting relationship. This relationship building is what content marketing can do for your agency.<br />
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<em><a href="http://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website">Need writing tips?</a></em> <br />
<br />
<a href="http://www.getitc.com/blog/tag/10%20ideas/"><em>Need a topic idea?</em></a><em></em><br />
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<strong>Promoting Your Content</strong><br />
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You can spend a lot of time creating content. But, it’s useless if no one knows it’s there. Make a habit of promoting new content on social media. <br />
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Whenever you publish a new blog post, tweet about it. Share it on Facebook or any other social platform your agency uses. <br />
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Tease new content in your email newsletter and include a link to it for your clients to read more.<br />
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<strong>How to Tell Content Marketing is Working</strong><br />
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You’re creating great content and sharing it with your prospects and clients. How do you know if it is working?<br />
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Below are five metrics you can use to gauge whether your content marketing is working.<br />
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<em>1. Website Traffic</em><br />
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This is the most obvious metric. If your content is not bringing traffic to your insurance agency website, it isn’t working. <br />
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Besides the number of visitors to your website, look for an increase in time spent on the site and pages viewed. You’ll also look for a decrease in bounce rate (visits to your website resulting in one page view). <br />
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You can view this information using Google Analytics, a free website data tool.<br />
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<em>2. Increased Ranking </em><br />
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This metric ties in with your insurance website traffic. You can track how your target keywords rank with Google’s Search Console (formerly Webmaster Tools). If you don’t see improvement in your rankings, check the quality or relevance of your content.<br />
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<em>3. Conversions</em><br />
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This metric is dependent on your goals and niche. A conversion could mean a comment on a blog post, a quote request, or even a phone call. <br />
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If your conversions do not increase, then you may be creating the wrong kind of content for your area or market. Keep in mind that content marketing takes time to work. Conversions will not start to happen right away. <br />
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<em>4. Brand Mentions </em><br />
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Are people talking about you? If they find your content valuable, conversations around your brand should be increasing. You can track online mentions using Google Alerts, which is a free monitoring service. You should also search for your agency name on social media.<br />
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<em>5. Audience Size </em><br />
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Look at the size of your audience, including the number of email subscribers and social media followers. Is it increasing? If so, it is because people are finding your content valuable. Keep in mind that a subscriber to your email list has more value than a Twitter follower. <br />
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If you want to stand out online, focus on your content. Be interesting. Provide helpful information. Don’t forget to promote that content. Watch your analytics to see if it’s working. Adjust your strategy if you’re not getting the results you want. <br />
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<em>What kind of content does your agency create? We’d love to hear your thoughts on content marketing below in the comments.</em>urn:uuid:907ACORD Forms Update (February 2016) - Agency Management BlogA list of ACORD forms we updated in agency management system InsurancePro in February 2016.2016-03-08T13:48:38Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
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<br />
<strong>New Forms</strong><br />
<br />
180 AR 2016/03 - Arkansas Technology E&O Section<br />
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180 SD 2016/03 - South Dakota Technology E&O Section<br />
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<br />
<strong>Corrections or Modifications to Existing Forms</strong><br />
<br />
290 CT 2014/12 - Connecticut Personal Auto Application Section<br />
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290 KY 2015/09 - Kentucky Personal Auto Application Section<br />
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64 TX 2003/04 - Texas Windstorm Insurance Association - Application for Windstorm and Hail Insurance<br />
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65 FL 2007/08 - Florida Residential Property Supplement<br />
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65 RI 2003/04 - Rhode Island Joint Reinsurance Association - Inspection Notice, Credit Reporting Notice and Instructions for Completing Homeowners Application ACORD 64 RI<br />
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67 MA 2003/04 - Massachusetts Property Insurance Underwriting Association - Application for Commercial Fire Insurance Inspection and Placement<br />
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67 NY 2009/04 - Instructions for Completion of Application for Dwelling Insurance NYPIUA<br />
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67 RI 2007/03 - Rhode Island Joint Reinsurance Association - Inspection Notice, Credit Reporting Notice and Instructions for Completing Dwelling Fire Application ACORD 66 RI<br />
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68 MA 2003/04 - Massachusetts Property Insurance Underwriting Association - Inspection Notice, Credit Reporting Notice and Instructions for Completing Commercial Fire Application ACORD 67 MA<br />
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68 RI 2003/04 - Rhode Island Joint Reinsurance Association - Application for Commercial Fire Insurance Inspection and Placement<br />
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69 RI 2003/04 - Rhode Island Joint Reinsurance Association - Inspection Notice, Credit Reporting Notice and Instructions for Completing Commercial Fire Application ACORD 68 RI<br />
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70 NY 2006/04 - Instructions for Completing Application for Commercial Insurance - NYPIUA<br />
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<strong>Forms with New Revision Dates</strong><br />
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180 2016/03 Technology E&O Section replaces 2014/12 - Errors and Omissions Section<br />
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60 TX 2016/03 replaces 2013/01 - Texas Auto Supplement - Consumer Bill Rights Personal Automobile Insurance<br />
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62 TX 2016/03 replaces 2013/01 - Texas Auto Supplement (Spanish Version)<br />
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67 TX 2016/03 replaces 2013/01 - Texas Homeowners and Personal Property Supplement<br />
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68 TX 2016/03 replaces 2013/01 - Texas Homeowners and Personal Property Supplement (Spanish Version)urn:uuid:906This is the Way: Scott Cornelius from ECI Agency - Agency Rating BlogScott Cornelius, owner of ECI Agency in Oklahoma, didn't start in the insurance industry, but he prefers it over retail. This is the way Scott works.2016-03-08T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/ThisistheWay/ScottCornelius/This-is-the-Way.jpg" style="width: 600px; height: 320px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Scott Cornelius from ECI Agency" longdesc="This is the Way Scott Cornelius from ECI Agency Works" /><br />
Scott Cornelius is relatively new to the industry. He’s got a bachelor’s degree in retail management from Central State University in Oklahoma and worked in retail for 25 years. In 2006 Scott returned from opening a Golf USA store in Korea as their director of operations. After the 26-hour plane ride, his dad remarked at lunch that he didn’t look well. His dad then invited Scott to buy him out of his insurance agency. It only took him 10 seconds to answer.<br />
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“I look back now and realize I probably paid too much for the agency but got the deal of a lifetime because my father not only sold me a viable agency but mentored me through the process. We became best of friends over this deal.”<br />
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Now owner of ECI Agency, Scott likes the insurance industry over retail because of the recurring revenue and how easy it is to grow a business without a lot of additional capital. I talked with Scott about his experience and time in the industry. This is the way Scott works.<br />
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<><><><br />
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<strong>Location: </strong><br />
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Piedmont, Oklahoma, a town of about 6,000 people northwest of Oklahoma City. Dad always said he wants to be the big fish in a small town and grow with the town. We are the only independent agency in town along with two captive agents. Thanks to our digital marketing plan, we write business all over the state. Most of our customers do their business via the phone, email or insurance agency website.<br />
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<strong>Current gig: </strong><br />
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I’m the person that keeps momentum moving forward. I try to do as little as possible, including quoting, changes, renewals but work to make sure business is flowing in, and we are growing with our current customer base. The CSRs are incentivized as an agency if we are growing. <br />
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<strong>One word that describes how you like to work: </strong><br />
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Energetic<br />
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<strong>Current mobile device: </strong><br />
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Apple iPhone 6S. It just works.<br />
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<strong>Current computer: </strong><br />
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Dell XPS I7 processor with Windows 10. I want my computer to be fast so I don’t spend anytime waiting on things to load.<br />
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<strong>Project(s) you’re currently working on: </strong><br />
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Developing a direct mail campaign for home/auto customers. Developing an email campaign to cross sell existing customers. With the economy taking a downturn, I feel this is the best time to go after new business. People are looking to save money. Also, with the escalation of earthquakes, we have a standalone product that we can write easily. It gets our foot in the door, and hopefully, we can cross sell and acquire additional lines of business.<br />
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<strong>Accomplishments you’re proud of:</strong> <br />
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In 2013, we won the best insurance website as judged by Agent and Broker magazine. Also, we have been able to quadruple the size of the agency and have done it all debt free.<br />
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<strong>What are your goals for the next 12 months? </strong><br />
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My son just started working here three months ago. I would like to develop him into a producer. My niece has worked here for the last two years and has developed into a very good producer. I hope to keep mentoring her and growing her book of business. Also, continue to expand our marketing plan through email marketing, direct mail and social media to touch and retouch more clients and prospects.<br />
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<img src="/images/blog/ThisistheWay/ScottCornelius/Selfie_thumb.jpg" style="vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Scott Cornelius from ECI Agency" longdesc="Scott Cornelius from ECI Agency" /><br />
<strong><br />
Aside from your phone and computer, what gadget can’t you live without and why? </strong><br />
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Apple Watch. I love everything about it. It sends alerts so I don’t have to pull my phone out to look at texts/key emails. It tracks calories burned and reminds me to get up and move around every hour.<br />
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<strong>What technology, apps or tools can’t you live without? </strong> <br />
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Roboform password manager is invaluable. It securely remembers user names and passwords and is simple to use. It also syncs with mobile devices and other computers, if I need to access something away from the office.<br />
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<strong>Describe your workspace. </strong><br />
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Desk/credenza; computer desk; small conference table/chairs for meeting with clients.<br />
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<strong>How do you manage your to-do list? </strong><br />
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I use Outlook and schedule my time on my calendar instead of just adding tasks.<br />
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<strong>What do you do when you finish a project? </strong><br />
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Ring the bell. We have a bell in the office and sometimes you want everyone to know when something is done. If a policy is sold or a project is complete, we get to ring the bell.<br />
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<strong>What’s your best time-saving tip or hack? </strong><br />
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Only check email a few times a day. For me it is usually first thing, around lunch and then before I go home. It really gets you sidetracked looking at email all the time. I have favorites whose emails send alerts on my Apple watch so I know if something important comes in. I forward as many tasks as possible to the other team members to do. This saves a lot of time also.<br />
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<strong>What is your best everyday habit? </strong><br />
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Getting up early and attending an exercise class. Doing it after work was tough. Having time to attend, like an appointment, works for me. It gives me energy and keeps my weight somewhat under control.<br />
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<strong>What do you listen to while working? </strong><br />
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Nothing; I find it distracting. I listen to what is going on in the office.<br />
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<strong>What are you currently reading? </strong><br />
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I just finished “Fortune’s Children: The Fall of the House of Vanderbilt” by Arthur Vanderbilt II. It talks about how the fortune of the richest man in the world in the mid to late 1800s was squandered in only 40 years and three generations. Instead of reading, I listen to a lot of audible books since I spend a fair amount of time in my car.<br />
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<img longdesc="Scott Cornelius from ECI Agency" alt="Scott Cornelius from ECI Agency" style="vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/ScottCornelius/Kevin%20Durant.jpg" /><br />
<strong><br />
How do you decompress? </strong><br />
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I have a meditation CD that allows me to quiet my mind for 30 minutes when I get home. <br />
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<strong>What’s your sleep routine like? </strong><br />
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I go to bed between 9:00 and 10:00 because I get up at 5:00 to go exercise. I need to get between seven and eight hours of sleep each night.<br />
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<strong>Who are your business idols and why? </strong><br />
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Obviously, my father is the top of the list. Not because he was the most successful, but a lot of the mistakes he has made along the way, I have avoided. The CEO of Golf USA taught me how to sell the dream to companies, clients and potential clients. That is a skill that is very valuable. John Maxwell has been a great source of information for leadership skills. Dave Ramsey’s Entreleadership/ Financial Peace have been life changing programs. My business model has been developed partially from this program.<br />
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<strong>What’s the best advice you’ve ever received? </strong><br />
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Talk less, listen more. Hard to do but when I do, it makes a great impression.<br />
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<strong>What are your biggest professional challenges? </strong><br />
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As our agency continues to grow, how big do I want to be? The bigger we get; I see different challenges but bigger rewards. It is hard to weigh the pro and cons of this balance.<br />
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<strong>What do you like most about your job? </strong><br />
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No partners. I get to make the decisions about how to run this agency without having to consider a partner. I have several friends and coworkers, I go to for advice. I also get 100% of the reward at the end if all works well. Of course, if it does not, I am the one that suffers the most.<br />
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<strong>What’s your most memorable face-palm moment?</strong> <br />
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When cash started to get tight, going to the bank, and they said they would not loan me any money. Not only no but they wanted the existing line of credit paid off immediately. I learned right then that I needed to operate without depending on banks. Goes back to the Entreleadership principles. <br />
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<strong>What is your motto or personal mantra? </strong><br />
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Whatever it takes<br />
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<span itemprop="articleBody"><em>The </em>This is the Way <em>blog
series asks ITC employees, agents, carriers and other people in the
industry how they work and to share their tips. Is there someone you
want to see featured or questions we should ask? Tweet us or leave it in
the comments below.</em></span>urn:uuid:905You're Invited to ITC Agent Conference 2016 - ITC VideosJoin us April 21-22 at ITC Agent Conference to learn about the future of the industry, including comparative rating, agency marketing, insurance websites & more2016-03-07T13:49:11Z2024-03-19T05:52:04Z<img alt="" style="display: none;" src="/img/group.jpg" />
<iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/157452494?portrait=0&color=ff9933&camp;autoplay=1"><noframes><img alt="" src="/images/blog/OAS/AgentConInvite_thumbnail.jpg"></noframes></iframe>
<br />
<br />
You're invited to join us at ITC Agent Conference for discussions on the future of the industry. Workshops will cover many topics, including rating, marketing, sales, technology and more.<br />
<br />
Agent Conference is April 21-22 at Hilton DFW Lakes Executive Conference Center in Grapevine, Texas. The early bird registration ends March 31! <a href="http://www.agentconference.org" target="_blank">Learn more and register today.<br />
</a><br />
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="http://www.getitc.com/release/2016/02/25/insurify-joins-keynote-super-panel-at-itc-agent-conference-2016">Insurify Joins Keynote Super Panel at ITC Agent Conference 2016</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2016/01/13/6-reasons-to-attend-agentcon16">6 Reasons to Attend #AgentCon16</a>urn:uuid:90421 Ideas for Marketing Your Insurance Agency Website - Agency Marketing BlogJust building an insurance agency website doesn’t guarantee traffic. You need to market it. Here are 21 ideas you can use to promote your insurance website.2016-03-07T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/BeckySchroederBlogs/insurance-website-marketing.jpg" style="width: 300px; height: 167px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" alt="21 Ideas for Marketing Your Insurance Agency Website" longdesc="21 Ideas for Marketing Your Insurance Agency Website" />You can spend a lot of money and a lot of time to on fantastic <a href="http://www.getitc.com/!/insurance-website-designs"><strong>insurance website design</strong></a><strong></strong>. But if it’s not performing, if it’s not generating leads or helping you service clients, is it worth that money and time? <br />
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Getting traffic and leads from your website doesn’t magically happen. Website success takes work. There is no silver bullet. No magic pill. <br />
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If you want consumers who have never heard of you to find your website, you have to do the legwork. You need to market your insurance agency website. <br />
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Not sure where to start? Here are 21 ways to market your insurance website.<br />
<br />
<ol>
<li>Create a local business listing for your agency on websites like Yelp, Google and Yellow Pages.</li>
<li>Add your agency to trade directories that potential clients might use.</li>
<li>Blog on your insurance agency website. But don’t just do it once in a while. Blog a lot!</li>
<li>Put your insurance website’s URL on all your business cards.</li>
<li>Include your URL in every email signature.</li>
<li>Add your URL to the end of any and every radio and broadcast ad.</li>
<li>Make sure every flyer and mailer has your agency’s website URL.</li>
<li>Send email newsletters to your current clients and include links to your insurance agency website.</li>
<li>Put your URL on your front door or outdoor signage.</li>
<li>Engage in conversations on forums for your area. Link to your website when appropriate.</li>
<li>Ask your partners and referral sources to link to your insurance website. Reciprocate with profiles of these partners and referral sources on the <a href="http://www.getitc.com/products/websites/features/partner-and-trusted-professionals-pages">partners page</a> of your website.</li>
<li>Include your URL on promotional or giveaway items that you use at events.</li>
<li><a href="http://www.getitc.com/blog/marketing/2015/02/25/what-is-seo-and-is-it-important-to-my-agency">Optimize your website for search engines.<br />
</a></li>
<li>Use <a href="http://www.getitc.com/blog/marketing/2014/11/10/how-do-i-get-more-traffic-to-my-insurance-agency-website">pay-per-click advertising</a> to get more visibility in the search engines.</li>
<li>Send out news releases when big events or changes happen at your agency. Include your website URL.</li>
<li>Hosting a webinar or lecture? Mention your insurance agency website at the end. </li>
<li>Create videos and upload them to Vimeo or YouTube. Include a link in the video description and your channel bio. You can also refer to your website in the videos themselves as a place for more information.</li>
<li>Create social media accounts and include your URL in your profiles. Good places to start: Facebook, Twitter, LinkedIn, Google + and <a href="http://www.getitc.com/blog/marketing/2016/02/15/how-can-my-insurance-agency-use-instagram">Instagram</a>.</li>
<li>Share your blog posts and other website content pages on social media.</li>
<li>Use Facebook ads and offer a free report or ebook. </li>
<li>Use Twitter cards when promoting a tweet.</li>
</ol>
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<em>How do you market your insurance agency website? Tell us in the comments below.</em>urn:uuid:902The End of Flash: Why You Should Upgrade Now - Agency Marketing BlogThe end of using Flash for animation is coming. Here's what it means for your insurance website design and why you should upgrade now.2016-03-02T09:00:00Z2024-03-19T05:52:04Z<img longdesc="The End of Flash: What It Means for Your Insurance Website Design" alt="Finger frame of sunset" style="width: 300px; height: 300px; float: left; margin-left: 5px; margin-bottom: 5px; margin-right: 10px;" src="/images/blog/end_of_flash.jpg" />2015 was a tough year for Adobe Flash. <br />
<br />
<a target="_blank" href="https://helpx.adobe.com/security/products/flash-player/apsa15-04.html">Adobe identified and patched several critical vulnerabilities.</a> Web browsers <a href="http://www.getitc.com/blog/marketing/2015/08/31/have-flash-its-time-to-upgrade-your-insurance-website-design">took steps to limit Flash’s capabilities</a> on websites. Firefox and Chrome even blocked Flash for a time. <br />
<br />
We’ve known for a while that the end of Flash was inevitable. Now, it is even clearer that Flash's end is near. <br />
<br />
In December, Adobe released plans to rename Adobe Flash Professional to Adobe Animate CC. The renaming is an attempt to distance itself from the unpopular reputation Flash has earned. <br />
<br />
The company explained that more than a third of the program uses HTML5 instead of the original Flash format. HTML5 has become a leading standard for animation on the web. Flash users can still create Flash content in Adobe Animate CC. Plus, now more HTML5 options are available. <br />
<br />
These modifications further show the end of Flash and the rise of HTML5 as the popular choice for animations on the web.<br />
<br />
Flash's unpopularity has increased with web developers and users. We’ve even opted to remove it from our newer Insurance Website Builder website templates. We’ve <a href="http://www.getitc.com/blog/marketing/2015/06/17/the-truth-about-flash-in-insurance-website-design">told our users about Flash's decline</a> and how upgrading their insurance website design is a great move. <br />
<br />
If you have an older Insurance Website Builder website, there is good news. Insurance Website Builder websites have always been created to be compatible across all browsers. <br />
<br />
Plus, none of our websites were ever built entirely out of Flash. This means that you don’t necessarily have to upgrade your entire website if there is Flash on it. It is easy and inexpensive to update only the parts that contain Flash. <br />
<br />
There is still time left before Flash completely ends. Experts say that the true end of Flash will occur in about two years. But I don't recommend waiting. Consider upgrading your website now if it still contains Flash.<br />
<br />
<em>If you’ve had the same <strong><a href="http://www.getitc.com/!/insurance-website-designs">insurance website design</a></strong> for a while, take a look at our <a href="http://www.getitc.com/products/websites/order/">screenshot gallery</a>. We continually add new websites that use the latest trends and technologies.</em>urn:uuid:901How Online Reviews Affect Your Agency Marketing Approach - Agency Marketing BlogOnline reviews can affect the success of your insurance agency website’s SEO and agency marketing plan. Here’s how to use reviews to your advantage.2016-02-29T09:00:00Z2024-03-19T05:52:04Z<img longdesc="How Online Reviews Affect Your Agency Marketing Approach" alt="How Online Reviews Affect Your Agency Marketing Approach" style="width: 300px; height: 200px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/PhillipLongBlogs/online-reviews-insurance-website-seo.jpg" />In the insurance industry, the majority of agencies don’t have a single review on Google. Reviews are often an afterthought for most, but they actually play a bigger part than you know.<br />
<br />
Online reviews can have several effects on consumers who are looking for insurance. They can influence which agency a consumer asks for a quote. Reviews can even influence which agencies consumers find online.<br />
<br />
How do online reviews help your agency? Read on to find that out plus how you can encourage your clients to leave you a review. <br />
<h2 class="subtitle"><strong>Reviews Help with Branding</strong></h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2013/09/09/what-is-a-brand">A brand</a> is made up of the associations people make when they think about a company or organization. Most people think of a logo as a brand. But that’s only part of it. <br />
<br />
Your agency’s brand is your identity and how people perceive you. Reviews on a major website is part of your branding because it can reinforce that perception. <br />
<br />
Review websites like Google and Yelp! list your name, website, logo, address and more. This differentiates you from the competition since many agencies don’t have reviews on these websites. <br />
<br />
You can stand out by having reviews on as many websites as possible. If your reviews are on all the major websites, then your brand is reinforced as an agency with happy, satisfied clients. <br />
<br />
Who wouldn’t want to work with an agency that has satisfied clients?<br />
<h2 class="subtitle"><strong>Reviews Help with Buying Decisions</strong></h2>
<br />
There are different reasons why you would or wouldn’t buy a product or service from a business. One reason is your past experience or a personal reference. Another is online reviews. <br />
<br />
<a href="https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews" target="_blank">According to Moz.com</a>, 67% of consumers revealed that online reviews affected their buying decision. Two out of every three consumers rely on online reviews to some extent when buying a product or service. <br />
<br />
If you don’t have reviews online, you’re missing out on possible clients. <br />
<h2 class="subtitle"><strong>Reviews Help with Local SEO</strong></h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2015/12/02/why-is-my-insurance-website-not-on-the-first-page-of-google">Local SEO has several ranking factors.</a> Your reviews are a big consideration on how your insurance agency is ranked. <a href="https://moz.com/local-search-ranking-factors" target="_blank">According to Moz.com</a>, review signals are the 5th most important factor to how a local business is ranked. These signals include review quantity, review velocity, review diversity and more. <br />
<br />
<img src="/images/blog/PhillipLongBlogs/review-signals.png" style="width: 600px; height: 587px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Review signals" longdesc="Review signals" /><br />
<br />
The importance of the review signals to your local SEO means is you should be asking for and getting reviews consistently, not just in bunches. It is better to get one review per month over a year than 12 reviews in one month and none the rest of the year. <br />
<h2 class="subtitle"><strong>Where to Start</strong></h2>
<br />
There are several popular websites for online reviews. Google and Yelp are two of the more important ones. According to the same Moz study from above, the highest review source people use is Google Reviews at 20.8%. So, I recommend starting with Google.<br />
<br />
To leave a review on Google, someone must have a Gmail account. Google has made it a little difficult to locate where to leave a review. So, tell your clients to search for <em>Your Agency Name</em> and <em>City</em> in Google. Your local listing should be in the results with a section for reviews.<br />
<br />
<img src="/images/blog/PhillipLongBlogs/google-reviews.png" style="width: 600px; height: 467px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Google Reviews" longdesc="Google Reviews" /><br />
<br />
Then they click the <em>Write a review</em> button and enter their glowing comments about your agency.<br />
<br />
To look for other review websites, I recommend you search for <em>Your Agency Name</em> and <em>Reviews</em> to see what else comes up. You can also do the same search for competitors to see where their reviews are. <br />
<br />
During this search, you may find some negative reviews. Don’t panic. Negative reviews aren’t necessarily bad. Most websites let you respond to these negative reviews. Take the opportunity to do just that. <br />
<br />
If you need some advice on what to do with negative reviews, read <a href="http://www.getitc.com/blog/marketing/2015/01/15/you-got-a-bad-online-review-now-what">You Got A Bad Online Review. Now What?</a><br />
<h2 class="subtitle"><strong>How to Get Reviews</strong></h2>
<br />
The hardest part about getting reviews is remembering to ask. Your clients don’t know you want or need a review unless you tell them. Here are a few ways you can let them know you would appreciate a review:<br />
<br />
<ul class="ulstyle-bullets">
<li><strong>Flyer or Handout</strong> - Create a flyer or handout to give to walk-in traffic. Give basic directions on how they can leave your agency a review online. Even if they don't do it right away, the physical copy can serve as a reminder for a later date.</li>
<br />
<br />
<li><strong>Email Signature</strong> - Add a link to your reviews web page in your email signature. The more they see it, the more it will encourage them to leave a review of their own. </li>
<br />
<br />
<li><strong>Web Page with Links</strong> - Create a page on your insurance website that lists your agency's profile for each review website. This shows your clients all the different places where they can read or leave you a review. </li>
<br />
<br />
<li><strong>Ask and Follow Up</strong> - Don’t be afraid to ask. If you have happy clients, mention how you would love to get their feedback. Choose a moment when you’ve done something for your client and he’s happy about it. That’s the perfect opportunity to ask for a review. Use email to follow up with a link to the review website to make it easy for them.</li>
<br />
<br />
Having reviews for your insurance agency is important for many reasons. It helps with your brand. It helps potential clients choose your agency over another. It helps with your insurance website’s local SEO strategy. <br />
<br />
Make it your goal to get regular online reviews. <br />
<br />
To be successful, remember to stay consistent, and you’ll have glowing online reviews in no time. <br />
<br />
<em>Do you have a review strategy that works well for your agency? I’d love to know. Share it in the comments below! </em></ul>urn:uuid:900Avoid March Madness with These 10 Content Ideas for Your Insurance Website - Agency Marketing BlogAvoid the madness with these 10 content ideas for your insurance agency website, email newsletter and social media this March.2016-02-26T09:00:00Z2024-03-19T05:52:04Z<img longdesc="10 Content Ideas for Insurance Agency Websites in March" alt="10 Content Ideas for Insurance Agency Websites in March" style="width: 300px; height: 186px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/insurance-website-content-ideas-march-2016.jpg" />In March, the days begin to get a little longer. For some parts of the country, the weather starts to warm just enough that you know spring is on the horizon. <br />
<br />
It’s the perfect time of the year to spend more time out than cooped up at your desk. <br />
<br />
Need to write some content, but you’re staring out the window longingly at pretty weather?<br />
<br />
Speed up the writing process by using one of these content ideas that are perfect for March. You can use any of these ideas on your<a href="http://www.getitc.com/!/insurance-website"> <strong>insurance website</strong></a>, <a href="http://www.getitc.com/blog/marketing/2015/11/16/how-to-create-an-email-newsletter-that-doesnt-suck">newsletter</a> or social media.<br />
<br />
<strong>1. Spring Cleaning Tips</strong><br />
<br />
Spring cleaning is a ritual for many of us. It’s the time we put away our winter clothes and rid our houses of items we no longer want. It’s also a time for deep cleaning. If you have some spring cleaning tips or hacks, share them with your prospects and clients. <br />
<strong><br />
2. Lawn Maintenance</strong><br />
<br />
It’s important not to forget the outside of your home, too. Temps are slightly warmer in March. So, it’s a good time to take inventory of potential landscape changes. Share some cool ideas you have come across on Pinterest or elsewhere on the Internet. It’s a great opportunity to share more information about home insurance. For example, why they need to do a thorough check of the exterior of their homes. <br />
<br />
<strong>3. National Potato Chip Day (March 14)</strong><br />
<br />
Potato chips are delicious. Everyone has their favorite flavor. Celebrate this fun (and weird) holiday on social media. Create a poll on Facebook and/or Twitter. Ask your followers about their favorite potato chips flavor.<br />
<br />
<strong>4. Tornado Prep</strong><br />
<br />
With the warmer weather comes the inevitable tornado season. Do you live in a tornado-prone area? Share tips with to your clients on how they can prepare for the upcoming season. This could include how to make a home emergency kit or how to take cover if a tornado occurs.<br />
<strong><br />
5. Flood Coverage</strong><br />
<br />
Many of us get home insurance, but don’t really know the details of what’s covered. This especially true when it comes to floods since they usually require separate policies. Advise your clients on which natural disasters are included in standard policies and which might need a separate policy, like a flood.<br />
<br />
<strong>6. St. Patrick’s Day (March 17)</strong><br />
<br />
This holiday is widely celebrated with parades, beer and everything green. Many cities have several events lined up for St. Patty’s Day. Provide a list of local events to your prospects and clients so they can enjoy the activities, too. <br />
<br />
<strong>7. Outdoor Fitness Ideas</strong><br />
<br />
March is a great time to get back to those outdoor activities. Do you love to bike, run or rollerblade? Write about your favorite trails so your clients can enjoy the scenery while improving their health. <br />
<strong><br />
8. Customer Story</strong><br />
<br />
Everyone has a story. Your agency specializes in helping people in times of crisis. Choose one of your favorite stories and blog about it on your insurance agency website. This story will demonstrate to your website visitors that you don’t just talk about providing good service. You actually provide good service. Make sure you check with your client before you publish the story.<br />
<br />
<strong>9. Make Your Own Holiday Day (March 26)</strong><br />
<br />
“If you could make your own holiday, what would it be?” This is a great question to pose on social media in celebration of this quirky day. Another good idea is to ask your employees to answer the question themselves. Pick your favorite and make a Facebook post. Share pictures of your office celebrating its own holiday.<br />
<br />
<strong>10. Sports Vehicle Coverage</strong><br />
<br />
For owners of sporting vehicles, warmer weather means it’s time to break out the toys. Whether it’s a boat, ATV or an RV, it’s important your clients know how to insure these investments. Let your clients know which policies your agency writes.<br />
<br />
Hopefully these 10 ideas will help you avoid the madness and get started on your content needs for March.<br />
<em><br />
Got another topic idea? Share it in the comments below.</em> urn:uuid:898Google Buries Insurance Search Results Under More Ads - Agency Marketing BlogGoogle is changing the layout of its search results page. Here’s what that means for your insurance agency website.2016-02-24T09:00:00Z2024-03-19T05:52:04Z<a href="http://www.getitc.com/blog/marketing/2015/02/25/what-is-seo-and-is-it-important-to-my-agency"><img longdesc="How the new Google layout affects your insurance website." alt="How the new Google layout affects your insurance website." style="width: 300px; height: 214px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/DylanBrooksBlogs/Google-SEO.jpg" />Hopefully, you understand the importance of your <strong>insurance website</strong> appearing in search results.</a> You might also know how difficult a feat that can be. <br />
<br />
The competition is through the roof for many insurance search terms. And, it’s not just from the major carriers, but also from your fellow small agencies. <br />
<br />
On top of all that, search engines can make things even tougher by shaking up their ranking factors or search result layouts.<br />
<br />
Well, guess what? Google did it again.<br />
<br />
Google has done away with search ads in the right sidebar of their results pages. It has also added a fourth ad at the top of the page for searches it considers to be highly commercial. <br />
<br />
<a href="http://searchengineland.com/google-no-ads-right-side-of-desktop-search-results-242997" target="_blank">Search Engine Land has a list of examples of these searches.</a> Car insurance is on the list. <br />
<br />
Getting your <strong><a href="http://www.getitc.com/!/insurance-website">insurance website</a></strong> to show up in search results just got a lot tougher.<br />
<h2 class="subtitle">Why Is Google Making These Changes?</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2016/01/04/seo-trends-to-watch-in-2016">Google has gone all-in on mobile. </a><br />
<br />
<a href="http://techcrunch.com/2015/10/08/mobile-searches-surpass-desktop-searches-at-google-for-the-first-time/" target="_blank">Users perform more searches on smartphones than desktop computers. </a>Google knows this. So, it is trying to make the look and functionality of mobile search results consistent across all devices. <br />
<br />
The focus change to mobile started <a href="http://www.getitc.com/blog/marketing/2015/08/26/how-googles-local-search-display-changes-impact-your-insurance-website-marketing-strategy">with last year’s shakeup of the local search results on desktop browsers.</a> This shakeup changed the number of local listings on desktop browsers from seven to three, which matched the existing mobile layout for that section. <br />
<br />
Now, Google is removing ads from the sidebar because it doesn’t exist on mobile search.<br />
<br />
Here’s how the search results now look for the term <em>home insurance</em>, on both desktop and mobile. Notice how similar the layouts are. (Desktop on left, mobile on right - click thumbnail for larger version)<br />
<br />
<a href="http://www.getitc.com/emailmarketing/blog/home-insurance-desktop.jpg"><img src="/images/blog/DylanBrooksBlogs/Home-Insurance-Desktop.jpg" style="width: 300px; height: 160px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Home insurance results on desktop" longdesc="Home insurance results on desktop" /></a> <a href="http://www.getitc.com/emailmarketing/blog/home-insurance-mobile.jpg"><img src="/images/blog/DylanBrooksBlogs/Home-Insurance-Mobile.jpg" style="width: 89px; height: 158px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Home insurance results on mobile" longdesc="Home insurance results on mobile" /></a><br />
<br />
To clarify, Google will still show product ads and occasional knowledge graph panels in the sidebar on desktop searches for now. But, these are not common features on results pages for high-volume insurance-based searches. <br />
<h2 class="subtitle">Why Four Ads on Top?</h2>
<br />
Google is balancing its mission of providing relevant search results with its need to earn money from those searches. <br />
<br />
It has invested serious time and effort in displaying relevant search ads wherever possible. But, the removal of sidebar ads throws a serious wrench into those plans. <br />
<br />
Some search result pages that previously had as many as 11 ads on them could now see as few as six due to the new layout.<br />
<br />
By adding a fourth ad at the top of the results page, Google can salvage one of those search ads. Since people who use these ads are more purchase-oriented, they’re more likely to click on the ads, which is more revenue.<br />
<h2 class="subtitle">What Does This Mean for Insurance Agencies?</h2>
<br />
If your agency is targeting high-volume keywords, these changes are bad news.<br />
<br />
For agencies focusing on SEO, the new layout makes it harder for consumers to see their listings. This is true even if your insurance website shows up on the first page of results for a highly commercial keyword. <br />
<br />
The four search ads and the local results section take up the entire top of the page. Consumers will have to scroll down to see the first search result. This means your click-through rate will drop if people don’t scroll down to the organic results. <br />
<br />
For agencies focusing on paid search, this change <em>reduces</em> the number of first page slots. Even with four ads at the top of the page, you will have to bid higher to show up where consumers can see ads without scrolling.<br />
<h2 class="subtitle">How Can You Combat This Change?</h2>
<br />
<em>Stop focusing on high-volume keywords.</em><br />
<br />
There was a time when Google looked out for small businesses on the most competitive search terms. But with the company’s pursuit of mobile design, that time has passed.<br />
<br />
It’s not worth it to put your eggs in one basket and only target terms like <em>Dallas car insurance</em> or H<em>ouston home insurance</em> anymore. You will continue to see diminishing return on these keywords. <br />
<br />
Instead, focus on more specific terms. Some examples include <em>general liability insurance policy options</em> or <em>Is liability auto insurance required in Texas?</em><br />
<br />
Sure, fewer people search for these terms. But the ones who do will see your website listing or ad a lot more easily. <a href="http://www.getitc.com/blog/marketing/2015/05/15/long-tail-keywords-what-are-they-good-for">By providing them with the specific information they’re looking for, these consumers are much more likely to convert.</a><br />
<br />
Treat your insurance agency website and blog as a resource center for specific terms. Provide answers to relevant questions. Educate. Inform. Assist.<br />
<br />
This is the new way your agency can win at search visibility.<br />
<br />
<em>Got a question about how the new Google layout will affect your agency’s search visibility efforts? Leave it in the comments.</em>urn:uuid:896This is the Way: Ron Berg from ACT - Agency Rating BlogRon Berg from ACT loves to bring people in the industry together who have a passion to improve our distribution channel. This is the way he works.2016-02-23T09:00:00Z2024-03-19T05:52:04Z<img longdesc="This is the Way: Ron Berg from ACT" alt="This is the Way: Ron Berg from ACT" style="width: 600px; height: 320px; margin-top: 5px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/RonBerg/This-is-the-Way-1.jpg" /><br />
Ron Berg is all in on helping drive accelerated, effective technology workflow improvements for independent agents and brokers. He believes in the focus and mission of ACT (the Agents Council for Technology), a program within IIABA, wholeheartedly. <br />
<br />
More than 20 years ago, Ron got his start in the insurance industry as part of a mainframe programming team at St. Paul Companies. Over the years he has done many jobs, including mainframe and LAN programming, PC and tech support, project management, team leadership and management, agency workflow analysis, and competitive intelligence. <br />
<br />
For Ron, the biggest draw to the insurance industry is helping people and connecting them to solutions. I talked with Ron to learn more about how he works and stays on top of his to-do list.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
<br />
Forest Lake, MN – a rural area northeast of the Minneapolis/St. Paul metro.<br />
<br />
<strong>Current gig:</strong><br />
<br />
Executive Director of ACT (the Agents Council for Technology). <br />
<br />
<strong>What do you like most about your job? </strong><br />
<br />
There are so many great aspects that it’s hard to say just one thing. I guess overall, I love bringing people together – the best and brightest – who have a passion to improve our distribution channel, and effecting real change to help agents help our customers. It gets said a lot, but it’s true. Our industry has the absolute best people anywhere.<br />
<br />
<strong>One word that describes how you like to work. </strong><br />
<br />
FOCUSED.<br />
<br />
<strong>Current mobile device:</strong><br />
<br />
Samsung Galaxy S6 (moving to the S6 Edge soon). Android over iPhone any day!<br />
<br />
<strong>Current computer:</strong><br />
<br />
Microsoft Surface Pro 3. Can’t wait for the Surface Pro 4!<br />
<br />
<strong>Project(s) you’re currently working on:</strong><br />
<br />
Strategic Future Issues: Working to ensure our industry stays on top of coming tech trends.<br />
<br />
eSignature: This group is focused on improving agent workflow and driving carriers to accept agent eSignature solutions that meet UETA and ESIGN laws.<br />
<br />
Security Issues: Providing agents and brokers with resources to address the top security needs for them and their clients.<br />
<br />
Customer Experience: Mapping all technology touchpoints that consumers expect to provide our industry with a roadmap to make sure we’re providing those.<br />
<br />
Small Commercial Rating: Bringing key representatives together to provide consistency, improved workflow, and more applications in place for agents and brokers.<br />
<br />
<strong>Accomplishments you’re proud of:</strong><br />
<br />
With my previous company, MetLife Auto & Home, it was providing insights to assist with their technology strategy. With ACT, it’s when a really solid resource is created. Two great examples are the Security Issues Pocket Guide and Customer Experience Journey Recommendations.<br />
<br />
<strong>What are your goals for the next 12 months? </strong><br />
<br />
Start up new
ACT Work Groups to address emerging issues, such as the Changing Nature
of Risk, and a renewed focus on mobile. Double the number of agents and
brokers who take advantage of ACT as a FREE technology resource.
Increase ACT’s video and podcast offerings, and begin a redesign of our
ACT website.<br />
<br />
<strong>What does a typical day look like for you? </strong><br />
<br />
No
such animal! Every day is a bit unique. But in general, up around 5:45
am, at my desk by 6:15, review daily plan, address some emails, meeting
and work groups throughout the day, try to work out over lunch, and
toward the end of the day re-check email and plan for the following day.
The minute I can step away from work, I’m outside no matter what the
weather is. It’s my way of regenerating.<br />
<br />
<strong>Aside from your phone and computer, what gadget can’t you live without and why?</strong> <br />
<br />
For work, it’s very simply my wireless headset. It gives me the freedom I need to move around while still connected.<br />
<br />
From
a personal standpoint, it’s my Vexilar fishing sonar. The technology
has advanced so much the detail is incredible. Yet I still manage to
have tough days of fishing.<br />
<br />
<strong>What technology, apps or tools can’t you live without? </strong><br />
<br />
For in-conferences, it’s Poll Everywhere and Prezi. For travel, it has to be my airlines app and Waze or Uber.<br />
<br />
<strong>What’s the most recent app you’ve downloaded but have yet to use? </strong><br />
<br />
Arcus. It’s basically like Waze for weather. You can drill down to your exact location. <br />
<br />
<strong>Describe your workspace. </strong><br />
<br />
Try
to keep it clean. Surface Pro 3 as a mini monitor, driving two 24” main
monitors. Wireless keyboard and mouse, Office Jet printer used mostly
for scanning. I do have some folders, as I take better notes with a pen
than in Word, but I try to keep it to a minimum. <br />
<br />
<img longdesc="Ron Berg" alt="Ron Berg" style="width: 300px; height: 225px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/RonBerg/RonBerg1.JPG" /><br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
One big Excel file. It all gets logged with columns for project or task name, priority, due date, and comments. It’s a pain, but it has saved me many times.<br />
<br />
<strong>What are your biggest professional challenges? </strong><br />
<br />
Email! Being I’m a resource for all our member carriers, vendors, agents, etc., as well as 50 state associations and various user groups – My inbox overfloweth.<br />
<br />
<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
Use Outlook filters and flags for critical incoming email. Check email only at specific times, not getting dragged in every time a new mail flag pops up.<br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
Ending one day with a plan, then starting the next day reviewing that plan. Helps with focus and minimizes stress.<br />
<br />
<strong>What do you listen to while working? </strong> <br />
<br />
Depends upon the focus needed. If I need to throw myself into an article, document, or create something, I’ll have smooth jazz or new age playing as ambient noise. To keep cranking, I usually tune into “70’s on 7” on Sirius XM. I used to hate disco in high school, but now (most of it) is fun to listen to.<br />
<br />
<strong>What are you currently reading? </strong><br />
<br />
“Shadow Divers” by Robert Kurson, “How To Create A Mind” by Ray Kurzweil, and “So Young, Brave, and Handsome” by Leif Enger.<br />
<br />
<strong>How do you decompress? </strong><br />
<br />
The outdoors (working, hiking, ice fishing, hunting, camping), playing guitar (loud electric or quiet acoustic as mood dictates), and being with my wife and grandkids. And music has to be playing no matter where I am.<br />
<br />
<strong>What’s your sleep routine like? </strong><br />
<br />
Pretty routine, actually. In bed by 9:30, up by 5:45. I wish I could say that it’s solid sleep ALL the time, but…<br />
<br />
<strong>What gets you out of bed in the morning? </strong><br />
<br />
Knowing I have people to help, and that we’re making a difference.<br />
<br />
<strong>What is your motto or personal mantra?</strong><br />
<br />
Use every minute of today the best way you can to improve. Don’t have to look back and regret.<br />
<br />
<strong>If you could switch jobs with someone, who would it be?</strong><br />
<br />
Dave Genz. He is a true pioneer and has lived the life he wanted while creating new tools and tech for enthusiasts. That’s all I’ll say. Google him if you want to know more.<br />
<strong><br />
Who would you like to see in a future This is the Way post? </strong><br />
<br />
Jim Armitage, Jay Byrnes, Rick Morgan, Steve Anderson<br />
<br />
<em>The </em>This is the Way <em>blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? Tweet us or leave it in the comments below.</em>urn:uuid:897No Time for a Victory Lap, The Shutdown of Google Compare - Agency Rating BlogITC President Laird Rixford talks about why the shutdown of Google's online comparative rating auto insurance website isn't time for celebration.2016-02-22T19:19:29Z2024-03-19T05:52:04Z<a target="_blank" href="http://www.insurancejournal.com/news/national/2016/02/22/399490.htm"><img src="/images/blog/RatingBlog/breaking-news.jpg" style="width: 300px; height: 237px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" alt="Breaking News: Google Compare to Shut Down" longdesc="Breaking News: Google Compare to Shut Down" />With the news of Google Compare shutting down in the next month</a>, you might think the shuttering of Google's auto insurance comparison website means you can breathe a sigh of relief. But, doing so would be a huge mistake. <br />
<br />
<strong>Why the exit?<br />
<br />
</strong>Google’s entry in auto insurance leads was an extension of its core business... online ads. Auto insurance is consistently the most often searched and expensive keywords. Google had an opportunity to further monetize that traffic. It seems that it did not work as expected. <br />
<br />
We may never know the true reason for Google’s exit from our industry. But, there are a lot of possibilities as to why they decided to shut down. <br />
<br />
<strong><em>1. It is not easy. </em></strong><br />
<br />
While building an online quoting portal is not complicated, you need carriers to fill out your pricing. A carrier's already tight resource constraints complicates the problem. Unless using a <a href="http://www.getitc.com/products/rating/api/">third-party API</a> to get access to carriers, aggregators will have a hard time. <br />
<br />
<strong><em>2. Traffic. </em></strong><br />
<br />
A successful auto insurance lead website needs traffic. In this case, Google had the traffic. They’re Google! <br />
<br />
However, due to Google’s size they couldn't provide favoritism towards their own properties. <a target="_blank" href="http://www.wired.com/2015/04/eu-google/">Doing so would draw the ire of anti-trust and other regulatory groups.</a> Therefore, they never pushed Google Compare within search results to the critical level. <br />
<strong><em><br />
3. Cannibalizing pay per click revenue. </em></strong><br />
<br />
Auto insurance keywords reach more than $300 and average $54 per click. So, Google makes a significant amount of money off the insurance industry already. <br />
<br />
Google Compare has been cannibalizing that to provide consumers a choice without leaving a Google property. As I mentioned above, doing insurance online is not easy. Why do all the hard work when you can just allow people to pay you instead. <br />
<br />
<strong><em>4. U.S. consumers are still enamored with their agent. </em></strong><br />
<br />
Unlike the UK market, Americans still rely heavily on their insurance agent. <a href="http://www.getitc.com/release/2015/05/27/itc-integrates-with-google-compare-to-connect-independent-insurance-agents">While they were included</a>, the local aspect of agents was downplayed inside Google Compare. <br />
<strong> <br />
<em>5. A distraction for Alphabet. </em></strong><br />
<br />
Google has always been a company to experiment with new ideas. If an idea does not work, they are not afraid to pull the plug (<a target="_blank" href="https://googleblog.blogspot.com/2013/03/a-second-spring-of-cleaning.html">aka spring cleaning</a>). As an innovator of technology myself, I applaud them. Experimentation and change is good. <br />
<br />
Last year Google reorganized into Alphabet Inc., a conglomerate and parent company to Google. This reorganization was a sign they are focusing on what works. With Alphabet and its renewed focus, coupled with the items above, my opinion on the entry and longevity of Google Compare has always been one of skepticism. <br />
<strong><br />
Opportunity </strong><br />
<br />
Google’s entry into auto insurance was not a testament to the viability of searching for and buying auto insurance online. It's evidence of consumers' changed expectations. <br />
Consumers now expect a higher level of service. They demand instant access to quotes from multiple carriers. The ability to purchase those policies online or directly from an agent. They want someone local. They want choice. <br />
<br />
Today’s independent insurance agents can provide that choice. Right now, with the right technology, you can provide online comparative quotes. You can sell those quotes online, on the phone, or in your local office. <br />
<br />
There is now one less player in the market. Consumers options for buying insurance has decreased, for now. <br />
<br />
<a href="http://www.getitc.com/videos/2015/03/03/make-a-change">Now is the time</a> for you to embrace technology. <br />
<strong><br />
Don’t get comfortable. </strong><br />
<br />
Over the past year, I have said multiple times that just being Google does not predicate success. They were not the first to try, nor will they be the last. The future market leader is probably not even around yet. <br />
<br />
Google was not the <a href="http://www.getitc.com/blog/rating/2016/02/16/some-say-google-is-the-threat-here-is-why-theyre-wrong">bad guy disruptor</a> everyone made them out to be. They were chasing opportunity. <br />
<br />
This is the same opportunity that awaits you. As long as you are willing to embrace technology to meet the needs of today’s modern insurance buyer. <br />
<br />
<em>Want to learn how the exit of Google Compare from online auto insurance will impact you and your clients? Join us at <a href="http://www.agentconference.org">ITC Agent Conference 2016</a>. We will be addressing the changing industry. Especially our keynote panel of guests - including Compare.com, Coverhound.com, Insurify.com, and TheZebra.com. - which will discuss the changing needs of today’s consumers. </em>urn:uuid:8956 Email Marketing Tips from the 2016 Presidential Candidates - Agency Marketing BlogWhat can you learn about email marketing from the presidential candidates? Turns out, there are quite a few agency marketing lessons from the campaign trail.2016-02-22T09:00:00Z2024-03-19T05:52:04Z<img longdesc="6 Email Marketing Tips from the 2016 Presidential Candidates" alt="6 Email Marketing Tips from the 2016 Presidential Candidates" style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/HeatherGallowayBlogs/email-marketing-tips-presidential-candidates.jpg" />With only nine months left until voting day, we are in the heat of the 2016 election season. Political ads are inundating all media outlets. <br />
<br />
There are many lessons to take away from the campaign trail. Most of these lessons help us make a decision on who our government representatives will be. <br />
<br />
But did you know the candidates can also teach us to be better email marketers? It’s true!<br />
<br />
Here are some email marketing tips I’ve learned so far from the presidential candidates. <br />
<br />
<strong>1. Provide A Clear Call to Action</strong><br />
<br />
Regardless of the campaign or candidate, there is always one clear call to action: VOTE. The information or candidate doesn’t matter. Americans are always prompted to vote. <br />
<br />
We see commercials, websites, and social media accounts dedicated to this one message. Take notes for your emails. With email marketing, you need to have a concise and clear call to action. <br />
<br />
Your email’s call to action should be bold and answer your readers’ biggest question: “Now what do I do?” <br />
<br />
<strong>2. Use Campaign Polls</strong><br />
<br />
Not a day goes by we don’t hear of the current political standings of the candidates. We hear who’s favored in which state. Who has the most traction. How many Americans agree or disagree with their views. <br />
<br />
Candidates use this information to alter their message and better relate to their audience. As annoying as it may seem to us as television viewers, they need to check in on their campaign metrics. <br />
<br />
And just like the candidates, metrics are a valuable tool for email marketers too. You should always assess your statistics to see what is working and what isn’t for you. This way you can adapt your marketing efforts accordingly.<br />
<br />
<strong>3. Be Relevant</strong><br />
<br />
During the presidential debates, candidates focus on political questions about topics that matter most. We usually won’t hear candidates’ stances on topics like sports, movies or music. <br />
<br />
We also don’t hear viewpoints on the Industrial Revolution or The War of 1812 either. This is because the candidates know their audience of voters. <br />
<br />
They know voters care more about today’s issues. So, the candidates target their messages accordingly. <br />
<br />
When crafting your email messages, make sure you have relevant, interesting and valuable content. <br />
<br />
<strong>4. Gain the Popular Vote</strong><br />
<br />
Political candidates have to be likeable. After all, to vote is to choose the favorable person. <br />
<br />
However, it’s more than having a good personality. It’s about marketing themselves to their audience in ways we are able to understand. We want to know their values, goals, and ability to meet our needs. <br />
<br />
Make sure your email marketing does the same for your audience. Your emails should reflect who you are. They need to help your audience understand the benefit of working with your agency.<br />
<br />
<strong>5. Avoid Voter Fraud: Do Not Buy Votes</strong><br />
<br />
It is illegal for political candidates to buy voters to boost popularity and election results. The same is true for email marketing. <br />
<br />
You should not be using purchased email addresses to boost your email statistics. <a href="http://www.getitc.com/blog/marketing/2015/10/19/back-away-from-the-purchased-email-lists">In fact, purchasing lists can and will do more harm than good. </a><br />
<br />
Play fair and maintain a reputation for clean email marketing. And, always stick with organic email address lists. <br />
<br />
<strong>6. Build a Relationship with Your Constituents Over Time</strong><br />
<br />
Political campaigns run for long periods of time before the actual vote occurs. This gives candidates the chance to build and nurture relationships with voters. <br />
<br />
Email marketing gives you the same opportunity to do this with your prospects and clients. By creating long-term drip campaigns, you can <a href="http://www.getitc.com/blog/marketing/2015/07/13/why-your-insurance-agency-needs-a-drip-campaign]">remain top-of-mind to them and prompt action</a>. It’s a subtle way to build rapport with the people you want to do business with. <br />
<br />
As we get closer to Election Day, pay attention to how the presidential candidates market themselves. You might be surprised at how it correlates with you insurance agency marketing.<br />
<br />
<em>Can you think of some other email marketing tips we can learn from our candidates? Leave it in the comments below.</em>urn:uuid:894Masters of Marketing -- Let it Gooo: When You Just Can’t Get That Email Back - Agency Marketing BlogThe slides and recording of the February 18, 2016 Masters of Marketing webinar.2016-02-18T15:55:28Z2024-03-19T05:52:04ZIn today’s Masters of Marketing Webinar, I discussed the many ways to recover from email marketing mistakes and blunders. If you missed it, you can <a href="https://attendee.gotowebinar.com/recording/3741617551293934849">watch the recording here</a> or review the slides below.<br />
<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/key/D5h44wavRRq7ug" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
<https:>
<ul><br />
Join us for the next Masters of Marketing webinar on Thursday, March 17th at 12 pm CST (1 pm EST, 11 am. MST, 10 am PST). <br />
<br />
If you are not currently registered for Masters of Marketing, <a href="https://attendee.gotowebinar.com/register/5569715059467651073">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.<br />
</ul>
</https:>urn:uuid:893Life After SEO Success: What You Should Address Across Your Insurance Agency - Agency Marketing BlogFor continued success and growth from your insurance website SEO efforts, your agency needs to be prepared. Here’s where you should start.2016-02-17T07:54:03Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/Agent-on-Phone.jpg" alt="agent on the phone " longdesc="life after seo success" style="width: 250px; height: 167px; float: right; margin: 5px;" />If you want to improve your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website’s</a> SEO, you have plenty to think about. Your strategy, tactics, goals and time allocation are most likely front and center. <br />
<br />
But what happens if you’re successful and get on the first page of search results? You need to consider if you can handle the added volume from higher search engine rankings.<br />
<div><br />
</div>
It might seem overly ambitious to think about success at the onset of an SEO campaign. But, it’s crucial you think ahead. <br />
<br />
In the words of legendary UCLA basketball coach John Wooden, “<em>Failing to prepare is preparing to fail</em>.”<br />
<br />
<span style="font-weight: 700;">Why Should You Have a Plan for The Aftermath of SEO Success?</span><br />
<br />
Once you achieve high search engine rankings, you will likely see a <a href="http://www.getitc.com/blog/marketing/2015/02/25/what-is-seo-and-is-it-important-to-my-agency#.VroIa9srKHs">consistent uptick in website traffic</a>. If your agency isn’t ready for the increased demand, you might fail to handle the requests and close sales in a good timeframe. <br />
<br />
Research has shown that the quicker you respond to an online inquiry, the more likely you are to get the sale.<a href="https://hbr.org/2011/03/the-short-life-of-online-sales-leads" target="_blank">Businesses that contact an online lead within an hour are 60 times more likely to qualify that lead than businesses that wait 24 hours or more</a>.<br />
<br />
Failing to respond quickly can cause these leads to look elsewhere. They might even leave <a href="http://www.getitc.com/blog/marketing/2015/01/15/you-got-a-bad-online-review-now-what#.VroJSdsrKHs">scathing online reviews of your agency</a>. Neither outcome is good for the growth or reputation of your insurance agency.<br />
<br />
What should you consider when planning for more website traffic? Start with these three areas.<br />
<br />
<span style="font-weight: 700;">Staffing <br />
</span><br />
If your insurance agency website is on the first page, you’ll likely see more quote requests. Can your staff respond to these requests on time while servicing current clients efficiently? If not, you might want to consider adding employees. <br />
<br />
Don’t assume consumers only look for quotes during business hours. Many consumers look for quotes during evenings and weekends. Have a plan for responding to consumers quickly outside of business hours.<br />
<br />
<span style="font-weight: 700;">Phones</span><br />
<br />
You’ll get more phone calls as consumers find your insurance website on search engines. <br />
<br />
Many consumers, like myself, prefer calling an agent over filling out a quote form. These consumers don’t want to hear busy signals, endless ringing or straight-to-voicemail setups. <br />
<br />
Make sure your phone system is set up to handle a higher call volume. Also, train your staff to be attentive, courteous and professional when on the phones. Your staff should always answer the phone with your agency name, to reassure callers that they're in the right place.<br />
<br />
<span style="font-weight: 700;">Targeted Advertising</span><br />
<br />
The benefits of greater visibility in the search engines are twofold. <br />
<br />
The first benefit is more traffic to your insurance agency website. Second, that traffic is well qualified since they searched for what your agency provides. <br />
<br />
Even with these benefits, it’s hard to target the exact type of consumers want through SEO alone. This is where targeted advertising comes in. <br />
<br />
You can <a href="http://www.getitc.com/blog/marketing/2015/11/19/masters-of-marketing-combining-paid-search-and-seo-in-your-agency-marketing-strategy#.VroJjtsrKHs">allocate some budget toward paid search</a> or display ads. These ads are customizable so they’re only shown to your target consumer. <br />
<br />
Use retargeting ads to attract previous visitors back to your website. Google, Bing, Facebook, Pinterest, Instagram and more have paid search capabilities. They can help you close sales to qualified prospects more efficiently.<br />
<br />
<span style="font-weight: 700;">In Summary</span><br />
<br />
The decision to bolster your insurance website’s SEO can reap great benefits. But, success and sustainable growth is more likely if you’re prepared for those benefits. Take some time to ensure you are well prepared for success. <br />
<br />
<em>Are there other preparations you should make to take advantage of increased volume? Let us know in the comments.</em>urn:uuid:8916 Signs You’re Ready to Automate Your Agency Marketing - Agency Management BlogAre you thinking about adding marketing automation to your agency marketing plan? Here are six signs you’re ready to automate your marketing.2016-02-16T09:00:00Z2024-03-19T05:52:04Z<img longdesc="6 Signs You're Ready to Automate Your Agency Marketing" alt="6 Signs You're Ready to Automate Your Agency Marketing" style="width: 300px; height: 256px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/TheModernAgency/476232436.jpg" />Technology has changed the way we market our businesses. Email, social media, SEO, pay-per-click advertising, content marketing. And the newest addition: marketing automation. <br />
<br />
What is marketing automation? <br />
<br />
It is software that automates, manages and measures repetitive marketing tasks like email. Businesses use it to nurture prospects with specific, useful content to convert them into customers. <br />
<br />
Are insurance agencies using marketing automation? <br />
<br />
Most definitely. <a href="http://www.getitc.com/release/2015/06/16/new-insurance-industry-study-reveals-heavy-technology-usage-correlates-with">Agencies that rely heavily on sales and marketing technology have greater revenue growth and sell up to 43 percent more insurance policies per producer.</a> Our own customers see an increase in close ratio by as much as 25 percent and an improvement in retention by 7 percent. <br />
<br />
But marketing automation is not silver bullet. You are not going to sign up for an agency marketing automation system and magically have more sales in the first month. <br />
<br />
According to <a target="_blank" href="https://salesbenchmarkindex.com/insights/how-to-avoid-a-marketing-automation-catastrophe/">Sales Benchmark Index</a>, three of out five marketing automation installations fail. They don't fail because the technology didn't work. Marketing automation fails when you're unprepared to take full advantage of what these systems can do. <br />
<br />
So how do you know your agency is ready for marketing automation? Here are six signs that will help you answer that question.<br />
<br />
<strong>1. You have an <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> focused on converting.</strong><br />
<br />
Does your website have quote forms and free reports? An insurance website can have different goals. But if your main marketing goal is to generate sales, you need a website that is designed to convert visitors. <br />
<br />
If your insurance website is set up to convert as many visitors as you can, marketing automation can help you convert those prospects into clients. <br />
<br />
The main goal of marketing automation is to generate sales. Your insurance website needs to also focus on sales. If it doesn't, you will be wasting money on marketing automation. <br />
<strong><br />
2. You’re overwhelmed with the number of leads.</strong><br />
<br />
Do you find it hard to remember to follow up on every lead? Agency marketing automation can help. You can set up different events in a marketing automation system to follow up on different leads. <br />
<br />
An auto insurance prospect needs different information from a commercial or life insurance prospect. Agency marketing automation lets you create content specific to your different lines of business. Sending specific, relevant information to a prospect makes a big difference in closing that business. <br />
<br />
You can also match the event’s schedule to your sales cycle. For example, your sales cycle for home insurance is different than commercial insurance. The content needed to nurture a prospect and close the sale is different. So, your marketing automation schedule will be different for these two lines of business. <br />
<br />
Agency marketing automation follows up on your leads for you so you don’t have to remember. This means leads don’t have to fall through the cracks anymore.<br />
<br />
<strong>3. You’re doing a lot of simple, repeatable marketing tasks.</strong><br />
<br />
Do you find yourself sending the same follow up email to multiple prospects every day? An agency marketing automation system can send those follow ups for you. <br />
<br />
Do you try to send a birthday message to your clients but get frustrated trying to remember to actually send them? Marketing automation can do that too so you can focus on other tasks.<br />
<br />
<strong>4. You need to nurture your leads. </strong><br />
<br />
Do your prospects often need time to consider the policy options before they buy? The lead nurturing process can become time consuming and complicated depending on the line of business. <br />
<br />
It’s easy to let too much time lapse before you follow up. You might even forget to follow up completely. It’s hard to close a sale when you don’t stay in front of the prospect. <br />
<br />
Agency marketing automation can make this process simple. And, it will save you time because you don’t have to remember to follow up on every prospect. <br />
<br />
<strong>5. You’ve automated other processes in your agency. </strong><br />
<br />
Do you store all your client and policy information in an agency management system? Do you use it to run reports and make business decisions? Do you automate the quoting process with a <a href="http://www.getitc.com/!/comparative-rater">comparative rater</a>? <br />
<br />
<a href="http://www.getitc.com/blog/management/2015/11/17/4-technologies-you-shouldnt-work-without">These technologies are central to the success of an insurance agency.</a> The use of such technology shows organization and dedication to improving processes. <br />
<br />
Unless you have these core systems already in place to augment and support your agency marketing automation, you will be wasting your time and money.<br />
<br />
<strong>6. You want to be able to identify which leads are hot.</strong><br />
<br />
Do you wish you could know which leads are more likely to close? Agency marketing automation can score your leads. They rank your prospects based on their engagement with your content. <br />
<br />
For example, opening an email, clicking links, and the number of actions in a time period can affect the score.<br />
<br />
Lead scoring can give insight and help you prioritize your leads by showing a trending direction for each lead. You can see at a glance if that lead is warm and getting hotter or vice versa.<br />
<br />
<strong>Overwhelmed?<br />
</strong><br />
You aren’t alone. Many chief marketing officers at large corporations are overwhelmed at the idea of marketing automation. But that doesn’t mean you can’t use this tactic successfully at your agency. <br />
<br />
Marketing automation can transform your agency marketing plan. These systems are well worth the time and effort it takes to set them up properly. <br />
<br />
<strong>Looking for a Marketing Automation System?</strong><br />
<br />
If you agreed to at least half of the statements above, you may be ready to start looking at adding marketing automation to your plan. There are several marketing automation systems out there. <br />
<br />
<a href="http://www.getitc.com/products/automated-agency-marketing/">AgencyBuzz</a>, our agency marketing system, is one such system with a big advantage over other systems: it’s just for insurance agents. This means it has features specifically for agents, including insurance-related email templates and content. If you’d like to learn more about AgencyBuzz, you can <a href="http://www.getitc.com/products/automated-agency-marketing/demo/">watch a demo today</a>.urn:uuid:892Some Say Google is the Threat. Here is Why They're Wrong. - Agency Rating BlogGoogle Compare and other online aggregators are not disruptors of the insurance industry. These are the real disruptors.2016-02-16T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/164168192.jpg" style="width: 300px; height: 209px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" alt="Google is not the threat to the insurance industry." longdesc="Google is not the threat to the insurance industry." />More than 15 years ago, the Internet was going to transform the insurance industry. It was going to allow all carriers to become direct writers. It was going to eliminate independent agents. The transformation was imminent, and up to now, it had not happened. <br />
<br />
Then in 2015, a new name to the industry emerged... Google. <br />
<br />
Google Compare was not the first company to make serious headway into the online space. But, it was the name that signified a change in the accepted status quo the industry has enjoyed thus far. Many in the industry are calling Google a disruptor.<br />
<br />
<strong>Not Really…</strong><br />
<br />
Disruption is the buzzword of 2010s. It describes companies like Amazon, Netflix and Uber. These are companies that entered existing industries and introduced new, groundbreaking ways to operate. <br />
<br />
Amazon transformed shopping. Netflix changed the way we watch TV and movies. Uber reset the idea of how private transportation services operate. <br />
<br />
Google - and others including Wal-Mart via AutoInsurance.com, Compare.com, CoverHound, Insurify, The Zebra, and any other upcoming entrants - are not the threat people make them out to be. <br />
<br />
They are not the disruptors. They are just following the real disruptors, today’s modern consumer.<br />
<br />
<strong>The True Disruptors</strong><br />
<br />
Disruption in other industries provided consumers with instant gratification through the use of technology. This disruption has affected the insurance industry through the consumer. Insurance shoppers now demand the same service and satisfaction when buying insurance. <br />
<br />
This is what the “insurance disruptors” are really doing. They're not disrupting the industry. They are simply meeting the needs and wants of your prospects and clients.<br />
<br />
Outside of more players, the industry operates the same way it has been for the past 15 years. <br />
<br />
Consumers receive <a href="http://www.getitc.com/products/rating/website-rating/">comparative quotes online from agencies</a>, carriers and online lead aggregators. They can even <a href="http://www.getitc.com/products/rating/features/bind-online">purchase policies online immediately</a>. <a href="http://www.getitc.com/blog/marketing/2012/10/15/selling-value-insurance-with-price-based-marketing">The policies themselves are still matched to the consumer’s coverage needs by an agent.</a> The risks are underwritten. The policy and claims are still serviced by an insurance carrier. All pretty much the same things that have been happening since the late 1990s.<br />
<br />
<strong>What They Know</strong><br />
<br />
Another misconception about Google is the wealth of data that they have. <br />
<br />
Go through Google Compare and other comparison sites, you'll see they ask the same questions you do. <br />
<br />
They don't know what cars you drive, how much you drive, how you drive, how many accidents, or what violations are on your MVR. They have to ask just like you do. <br />
<br />
What they do know is user behavior. They know that users have changed. Users are online and mobile first. <br />
<br />
But, you have already known that as an active observer of the industry over the past decade.<br />
<br />
<strong>Don't Follow. Lead.</strong><br />
<br />
You have access to powerful website platforms and <a href="http://www.getitc.com/!/comparative-rating-system">comparative rating systems</a>. You have the ability for consumers to purchase directly from your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>. You can also automatically market to prospective and existing clients with agency marketing systems. <br />
<br />
Stop trying to follow what others have done for the past century. The technology is here for you to lead the way for the independent insurance agency channel. <br />
<br />
<strong>The Real Threat</strong><br />
<br />
Today’s consumer has changed. They expect more. The real threat to the industry is not the companies reaching these online consumers. The real threat is those who choose not to meet the insurance buyer where and when they are. <br />
<br />
<em>If you want to hear more about how consumers have changed and what you can do to reach them, <a href="http://www.getitc.com/release/2016/02/02/super-panel-of-insurance-innovators-to-keynote-itc-agent-conference-2016">don't miss the keynote panel at ITC Agent Conference 2016</a>. ITC Agent Conference takes place April 21-22 at Hilton DFW Lakes Executive Conference Center in Grapevine, Texas. Learn more at <a href="http://www.agentconference.org">www.AgentConference.org</a>.</em>urn:uuid:890How Can My Insurance Agency Use Instagram? - Agency Marketing BlogInstagram is more popular than ever. Here are some tips on how you can use Instagram to market your insurance agency. 2016-02-15T07:38:50Z2024-03-19T05:52:04Z<img style="width: 250px; height: 250px; float: right; margin: 5px;" longdesc="how your insurance agency can use Instagram " alt="instagram" src="/images/blog/Thinkstock/528374859.jpg" />Instagram made headlines when Facebook purchased it for $1 billion almost four years ago. It was the largest acquisition Facebook had made up until that time. Plus, it signified a focus on visual content by consumers and social networks. <br />
<br />
Instagram is still one of the most popular social media platforms today. Unlike Twitter and Facebook, Instagram’s focus is exclusively images and short videos. As of September 2015, the photo sharing app had more than 400 million users, which beats out Twitter. <br />
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It’s a pretty awesome network. It allows you to share your life through pictures and videos. And unlike Facebook and Twitter, it has many filter options which make it a fun and creative process.<br />
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What does this mean for your insurance agency? It means there is marketing potential in Instagram that you’re missing out on. They’ve also made it even easier for you to manage multiple accounts now. So, if you’re ready to take on a new social media platform, Instagram is your best option.<br />
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Since Instagram requires fewer words and more images, it can be harder to figure out how your agency can use the app. If this is you, you’re in luck. <br />
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Here are some tips on how you can use Instagram to market your agency. <br />
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<strong>Make the Most of Your Profile</strong><br />
Your insurance agency’s profile may be a small part of your Instagram page, but it matters. <br />
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<img style="width: 650px; height: 156px;" alt="Instagram profile" src="/images/blog/Screenshots/instagram.jpg" /><br />
Your profile should include your agency’s name, username, profile picture, location, bio and website. Pretty much all the information followers need to know to find your agency. <br />
<br />
Since words are scarce on Instagram, use this space to your advantage. Make sure all the content in your profile is correct and specific to your agency. Also, update it as much as you want. This is especially true when it comes to linking to new blog posts. Since IG doesn’t allow any clickable links anywhere but on your profile, update this space often to help drive traffic back to your website. <br />
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<strong>Be Interesting </strong><br />
It may be a new social media avenue for you, but one thing remains the same. <a href="http://www.getitc.com/blog/marketing/2015/08/12/lets-get-visual-using-images-to-engage-your-audience#.Vrtx8fkrKUk">Good visual content is a must</a>. <br />
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It’s important that you post interesting pictures, graphics and videos. <br />
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Try these types of posts:<br />
<br />
<ul>
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;">Candid photos of employees</span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">Cool things happening inside or outside of your office</span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">Infographics</span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">Pictures from events you attend or sponsor</span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">Product-centric photos that represent your lines of business</span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">Customer-centric photos</span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">Relevant quotes, memes or GIFs</span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">Short videos answering frequently asked questions</span></li>
</ul>
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The key to getting and keeping Instagram followers is posting images that evoke emotion. You want to engage with your followers and humanize your agency. <br />
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Instagram is the perfect social media platform to do that. Just remember you don’t have to be so serious on Instagram. Show your personality, be playful and have fun.<br />
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<strong>Use Hashtags</strong><br />
<a href="http://www.getitc.com/blog/marketing/2014/10/01/the-power-of-the-hashtag#.VruSUvkrKUk">I love hashtags. It’s no secret</a>. Hashtags allow you to group your posts and take advantage of what’s currently trending on social media. They also allow you to easily search for updates on a subject and can help generate buzz. They also make it easy for people to find you if you use popular hashtags.<br />
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<img alt="" style="width: 300px; height: 482px;" src="/images/blog/Screenshots/IGtrending.jpg" /><br />
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Since visual content is the main focus of Instagram, you want your images or videos to do most of the talking for you. When you write your captions, hashtags are the perfect way to extend your reach and add relevance.
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<br />
Here are some easy hashtags and scenarios you can start using today on Instagram. They also can serve as inspiration and help you post regularly.
<br />
<br />
<ul>
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;"><em><strong>#MotivationMonday</strong> </em>is a great hashtag to accompany a quote graphic. </span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">If you post an image or video from a local event, be sure to hashtag the city and/or state for more exposure. For instance, <em>#Dallas </em>or <em>#DallasTX</em>.</span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">Use<em> <strong>#tbt</strong></em> or <em>#<strong>ThrowbackThursday</strong> </em>when posting an image of a past event or agency memory. </span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">If you’d rather post this on a Friday, use <em><strong>#FBF</strong> </em>or <strong><em>#FlashbackFriday</em></strong>. </span></li>
<li><span style="line-height: 1.5em;"></span><span style="line-height: 1.5em;">Speaking of Fridays, <em><strong>#FunFactFriday</strong></em> is a great way to educate your followers with an FAQ video.</span></li>
</ul>
<strong><br />
Share on Facebook and Twitter, Too</strong><br />
You can connect Instagram to your Facebook and Twitter profiles for easy cross-posting. From Instagram you can select whether you would like your post shared on these platforms as well. <br />
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<img alt="" style="width: 300px; height: 482px;" longdesc="cross-promote on Instagram" src="/images/blog/Screenshots/Cross-promote.jpg" /><br />
<br />
Instagram is a social media powerhouse. You can capitalize on its popularity by adding it to your agency marketing plan. Use these tips above to help you claim your stake (and followers) on IG.
</ul>
</ul>urn:uuid:8893 Reasons Insurance Website Content Doesn’t Matter - Agency Marketing BlogThree excuses that show why your insurance website content is not a priority but needs to be.2016-02-10T07:30:39Z2024-03-19T05:52:04Z<img src="/images/blog/509859759.jpg" alt="content is king" longdesc="insurance agency website content" style="width: 250px; height: 164px; float: right; margin: 5px;" />If you clicked to read this blog because of the title, then I’ve already proven my point. No beating around the bush. Content is important. <br />
<br />
<a href="http://www.getitc.com/blog/tag/design/">Insurance website design is important</a>. It improves readability. It guides your visitors around your website. It creates a sense of sophistication and professionalism. But design can only do so much for your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>.<br />
<br />
Your website content explains what products and services your agency offers. If you’re not paying attention to your content, you will suffer. Old content can send the wrong message. Not enough content is also saying something about your agency you don’t want said.<br />
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Sadly, when it comes to content, there are many excuses for why content is not a priority. Here are three common excuses I’ve heard. <br />
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<strong><em>“My Website Design is Perfect”</em></strong><br />
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You can spend weeks, months or years working to make the vision of your insurance website come to fruition. You let a professional do the design work. <br />
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Then when your website is done and live, you don’t want to touch it. <br />
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Usually, it’s out of fear that you’ll break something. Maybe you don’t understand the ins and outs of websites or are exhausted with the whole project. So, you opt for default content or, worse, <em>Lorem ipsum</em>. <br />
<br />
After all the work, you end up with a website that’s beautiful, but the content is not. Sure, your insurance website design looks great. It encourages people to look around. But, it’s your content that converts visitors into leads and lead into clients. <br />
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Putting your design first is the easiest way to let your content fall by the wayside. So, don’t do it. <br />
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Set aside as much time to create <a href="http://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website#.Vrn3IvkrKUk">high-quality content</a> for your website as you did on the design.<br />
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<strong><em>“I’m Targeting Specific Keywords with SEO”</em></strong><br />
<br />
There is a natural desire to want to be at the <a href="http://www.getitc.com/blog/marketing/2015/12/02/why-is-my-insurance-website-not-on-the-first-page-of-google#.Vrn5DfkrKUk">top of the search engine results</a>. Coincidentally, focusing on <span style="text-decoration: underline;">just</span> SEO can be bad for your website content. <br />
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If you’re on the first page of Google, it’s easy to become complacent because your SEO efforts worked. On the flip side, if you’re not in the top 10 search results, it can feel like an uphill battle. <br />
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The truth is, you can’t afford to <span style="text-decoration: underline;">not</span> touch your website content. <a href="http://www.getitc.com/blog/marketing/2015/02/25/what-is-seo-and-is-it-important-to-my-agency#.Vrn5a_krKUk">SEO is never done</a>. <br />
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It’s important to continually update content and not become too comfortable. Algorithms change quickly. Plus, there is always another agency looking to take your spot. <br />
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<strong><em>“I Want to Keep It Simple”</em></strong><br />
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Attention spans are getting shorter by the day. There is a serious push for customer service and information to be quick, easy and simple. But, this doesn’t mean you have to sacrifice your website content. <br />
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Keeping your content simple does not always mean minimizing it. Sometimes minimal content can leave people lost and confused. <br />
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<a href="http://www.getitc.com/blog/marketing/2014/11/05/tldr-the-shorter-the-better#.Vrn6OPkrKUk">Instead, make your content useful and worth your visitors’ time</a>. This includes making your content more scannable with bullets points and lists. <br />
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Website practices and standards change. You can explore different approaches and test new ideas. But remember content is vital to the success of your insurance agency website. <br />
<br />
Need some writing tips? Check out these blog posts about content and writing: <br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/07/24/how-to-write-for-your-insurance-website">How to Write for Your Insurance Website </a><br />
<a href="http://www.getitc.com/blog/marketing/2014/10/24/4-tips-for-writing-clear-content-for-your-insurance-website">4 Tips for Writing Clear Content for Your Insurance Website</a><br />
<a href="http://www.getitc.com/blog/marketing/2014/09/10/why-you-should-have-control-of-your-insurance-website-content">Why You Should Have Control of Your Insurance Website Content</a>urn:uuid:887ACORD Forms Update (January 2016) - Agency Management BlogA list of ACORD forms that were updated in InsurancePro and TurboRater in January 2016.2016-02-09T07:28:38Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro and our comparative rating system TurboRater.<br />
<h2 class="subtitle"><strong>New Forms<br />
<br />
</strong></h2>
62 MS 2016/07 - Mississippi Auto Supplement - Selection / Rejection of Uninsured Motorist Insurance (for use on or after 7/1/2016)<br />
<br />
<h2 class="subtitle"><strong>Corrections or Modifications to Existing Forms<br />
<br />
</strong></h2>
50 2007/02 - Insurance Identification Card<br />
<br />
50 WM 2007/03 - Insurance Identification Card(with watermark)<br />
<br />
50 WM set 2007/03 - Insurance Identification Card set(with watermark)<br />
<br />
290 PA 2015/12 - Pennsylvania Personal Auto Application Section<br />
<br />
330 2014/12 - Aircraft Section<br />
<br />
330 2016/03 - Aircraft Section (for use on or after 3/1/2016)<br />
<br />
130 FL 2015/12 - Florida Workers Compensation Application<br />
<br />
138 NJ 2015/12 - New Jersey Garage and Dealers<br />
<br />
138 OH 2015/12 - Ohio Garage and Dealers<br />
<br />
<h2 class="subtitle"><strong>Forms with New Revision Dates</strong></h2>
<br />
307 2016/02 replaces 2015/04 - National Flood Insurance Program Floodproofing Certificate for Non-Residential Structures<br />
<br />
90 MS 2016/07 replaces 2015/12 - Mississippi Personal Auto Application (for use on or after 7/1/2016)<br />
<br />
90 NC 2016/05 replaces 2015/12 - North Carolina Personal Auto Application (for use on or after 5/1/2016)<br />
<br />
137 MS 2016/07 replaces 2015/12 - Mississippi Commercial Auto (for use on or after 7/1/2016)<br />
<br />
138 CA 2016/02 replaces 2015/12 - California Garage and Dealers<br />
<br />
138 MS 2016/07 replaces 2015/12 - Mississippi Garage and Dealers (for use on or after 7/1/2016)<br />
<br />
290 MS 2016/07 replaces 2014/12 - Mississippi Personal Auto Application Section (for use on or after 7/1/2016)<br />
<br />
290 NC 2016/05 replaces 2015/12 - North Carolina Personal Auto Application Section (for use on or after 5/1/2016)urn:uuid:886The Ultimate Guide to Building Your Insurance Agency Website - Agency Marketing BlogThe ultimate guide to building a new insurance website that walks you step by step through the process and what you’ll need to consider along the way.2016-02-08T07:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/180957646.jpg" style="width: 300px; height: 233px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" alt="Insurance website design" />Building your <a href="http://www.getitc.com/!/insurance-website">insurance website</a> can be an exciting process. This is especially true if it's the first website for your insurance agency.<br />
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It takes time, patience and money to <a href="http://www.getitc.com/blog/marketing/2014/12/09/now-is-the-time-insurance-website-edition">build a great website</a>. As the hub of all your marketing efforts, it’s important to get it right.<br />
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Your insurance agency website should present you in the best light. It should build a strong online presence for your agency.<br />
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If you’re about to build a new website, here are the steps you need to take.<br />
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<span style="font-weight: 700;">Step 1: Figure Out Your Brand</span><br />
To find out what <a href="http://www.getitc.com/blog/marketing/2013/09/09/what-is-a-brand">your brand is</a>, start with these basic questions:<br />
<br />
<ul class="ulstyle-bullets">
<li>What does/will my logo look like?</li>
<li>What colors match my logo?</li>
<li>Is there a graphic, icon or symbol I would like to repeat throughout my website to create a theme?</li>
</ul>
<br />
Be consistent. Your website and other marketing materials need to look similar. This enforces your agency’s brand.<br />
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<strong>Step 2: Decide What the Focus of Your Insurance Website</strong><br />
Your website will be more effective if you focus on one or two things.<br />
<br />
Maybe you want your insurance agency website to offer quotes and generate leads. Maybe you want your website to focus more on education and client retention.<br />
<br />
With one focus you will fine tune your priorities and be more likely to accomplish your goals.<br />
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<strong>Step 3: Find Your Design Style</strong><br />
Do you like a simple, open design style? Or do you prefer a more structured, professional look?<br />
<br />
When it comes to your insurance website, choose a style that fits your agency and its brand. After all, you will use this website a lot. So you should like it just as much as your clients do.<br />
<br />
Not sure what your design style is? <a href="http://www.getitc.com/blog/marketing/2015/07/27/choosing-the-right-insurance-website-design-template#.VrOK3vkrKUk">Here are some great insurance website design tips</a>.<br />
<br />
<strong>Step 4: Pick Visually Striking Photos</strong><br />
Photos are a great way to make your website more appealing. Large photos with contrasting colors will draw the eye and guide people to your calls to action.<br />
<br />
Choose pictures that show off local landmarks. They will add a familiar feel to your website and differentiate you from non-local agencies.<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2015/01/07/choosing-the-right-photo-for-your-insurance-website#.VrOL-fkrKUk">Read this blog if you need more tips on choosing the right images.</a><br />
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<strong>Step 5: Focus on Your Most Important Features</strong><br />
Your insurance agency website should be useful, both to your team and your clients. This means showcasing the main focus of your website (what you decided in Step 2).<br />
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If your main focus is lead generation, place strong calls to action to your quote and contact forms. Also, make sure your contact information is visible and easy to spot.<br />
<br />
If you chose to focus on education, highlight the FAQs page. You can also link to your main lines of business pages.<br />
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<strong>Step 6: Write Original Content</strong><br />
Google adores original content. So spice up your insurance website by <a href="http://www.getitc.com/blog/marketing/2016/01/20/how-to-create-high-quality-content-for-your-insurance-website">writing content unique for your agency</a>.<br />
<br />
If writing unique content for your entire website is daunting, start small. Write your home and about us pages. Then continue from there. There are also many freelance writers and <a href="http://www.getitc.com/solutions/agency_marketing/content_services/">marketing service firms</a> who can write content for you, if that’s not your cup of tea. The main thing is your website content is unique to you.<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2015/06/29/blogging-101-how-to-write-a-blog-post">Start blogging</a>. (Do you have trouble thinking of a topic to blog about? <a href="http://www.getitc.com/blog/marketing/2016/01/25/fall-in-love-with-these-10-insurance-website-blog-ideas-for-february">We publish a monthly list of 10 content ideas you can use on your blog or newsletter</a>.)<br />
<br />
Browsing other websites for ideas of what to write isn’t a bad idea. But, <a href="http://www.getitc.com/blog/marketing/2015/06/22/why-duplicate-content-is-bad-for-seo">never duplicate or copy someone else’s content</a>. The search engines will flag your website, which will hurt your online visibility.<br />
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<strong>Step 7: Make Space for a Blog and Social Media</strong><br />
As mentioned above, blogging is a great way to remain visible online. It may seem scary at first. But a <a href="http://www.getitc.com/blog/marketing/2016/01/18/the-best-blog-post-formats-for-your-insurance-agency-website">short, original blog post once a month</a> can do wonders for your website’s optimization.<br />
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Don’t forget to advertise your agency’s social media pages on your insurance agency website. The best places to put these icons and links: at the top of your pages, near the phone number or on the bottom.<br />
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<strong>Step 8: Pick Between Responsive vs. Custom Mobile Website</strong><br />
These days, you cannot ignore your mobile traffic. The way your website displays on mobile devices can make the difference in whether a mobile visitor converts into a lead.<br />
<br />
Generally, you have two choices for how to approach your mobile website.<br />
<br />
One option is a responsive design. <a href="http://www.getitc.com/blog/marketing/2015/05/18/re-is-responsive-web-design-for-my-agency">Responsive design</a> is the most consistent no matter the display size. The downside of this type of website is that it can be more time-consuming and expensive to create.<br />
<br />
The other option is a <a href="http://www.getitc.com/blog/marketing/2015/05/21/masters-of-marketing-mobile-website-best-practices">custom mobile insurance website design</a>. This is an easier alternative but usually does not look 100 percent like the normal desktop version.<br />
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<strong>Step 9: Read, Revise and Edit</strong><br />
Proofread all your website content for typos and confusing sentences before you go live. If you need too, insert bullet lists and make paragraphs shorter. This will make your content easier to read.<br />
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You should also test your features and forms. Put on your consumer hat and use your website like your clients will. Poke your website in every way you can imagine to check for errors. Then fix them and try again.<br />
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<strong>Step 10: Launch!</strong><br />
Don’t make the mistake of letting your insurance agency website sit in the proof stage forever. I’m going to let you in on a secret. <a href="http://www.getitc.com/blog/marketing/2014/06/02/when-is-your-insurance-website-finished">Your website is never finished</a>. The sooner your website goes live, the sooner it can start working for you.<br />
<br />
Once you’ve cleared up all typos and tested all pages, go ahead and launch your new website. You can always tweak and make adjustments as you go along.<br />
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A new insurance agency website is a big deal. It can generate leads or allow your clients to manage their policies. Your website is important. Make sure you do it right the first time with this ultimate guide.urn:uuid:885When Should You Update Your Logo? - Agency Marketing BlogUpdating your insurance agency’s logo can be a complex process. But, if you fall under these three categories, it may be time. 2016-02-03T08:24:39Z2024-03-19T05:52:04Z<img src="/images/blog/thinkstock/506061866.jpg" alt="update sticky note on clock" longdesc="updating your insurance agency logo" style="width: 250px; height: 167px; float: right; margin: 5px;" />Every year, many companies go through the process of updating the look and feel of their logo. This can amount to spending a large sum of money. <br />
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To some, spending funds on updating a logo can seem like an unnecessary cost. Perhaps they feel the money should be spent elsewhere. But, those people may not realize how important a company’s logo is. <br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/06/06/making-the-first-impression-website-edition#.VrIVJ7IrKUk">Y</a><a href="http://www.getitc.com/blog/marketing/2012/06/06/making-the-first-impression-website-edition">our agency’s logo is your first impression</a>. It conveys who you are. If your logo is outdated, it could send the wrong message.<br />
<br />
Today, I’ll go over the top three signs that tell you it may be time to update your insurance agency logo.<br />
<br />
<ol>
<li><strong>Competitor Changes</strong><br />
A good rule of thumb is to look at your competition. This is especially true if your competitors have recently made changes to their logo or branding. If your logo falls flat against your competitors in your own eyes, just imagine how your potential customers feel. Your logo has to communicate the right message to your customers. But, it should also be visually appealing when doing so. We all love to associate ourselves with things that are pretty and new. If your logo lacks visual appeal, it’s time to make a few changes of your own.</li>
<br />
<li><strong>Embrace Evolution</strong><br />
You don’t always want to wait for your competition, though. Sometimes your logo is just outdated. When it was made, I’m sure it was great. It was exactly what you wanted, right? But if the last time you touched it was back in the early 2000’s, then it’s definitely time to update your logo. <br />
<br />
As time passes, so does the evolution of design. Instead of appearing to be frozen in time, you want to show your customers that you too are able to evolve. Look at Nike, McDonald’s, Apple, 7-Eleven, and Coca-Cola. These are some of the world’s most recognizable brands. However, they each decided that less was more and simplified their logos. They managed to find a happy medium between changing with times and staying true to their brand recognition.</li>
<br />
<li><strong>New Management</strong><br />
Within your insurance agency, you might experience many changes. One example is ownership changes. Something like changing leadership could be the perfect opportunity to initiate a logo redesign. This is especially true if the agency name or the agency’s ideas and philosophies changed. Either are all the more reasons to change or update your logo.</li>
</ol>
If you are ready for an update, it’s important to remember it can be a tricky process. If you have a well-established agency, you don’t want to do a complete overhaul of your logo. Doing so could potentially do more harm or confuse your current customers. Instead, do like the big companies I named above and make subtle changes. <br />
<br />
It is also wise to <a href="http://www.getitc.com/solutions/agency_marketing/logo_design/">get professional help when updating your logo</a>. This will save you time and ensure your revived logo is appropriate for use across multiple platforms<em>.</em>
<em>
</em>urn:uuid:882Operation Agency Success: Improve Your Search Engine Rankings - ITC VideosIn this month's Operation Agency Success video, ITC President Laird Rixford talks about how to improve your insurance agency website’s search engine rankings 2016-02-02T09:00:00Z2024-03-19T05:52:04Z<span style="display: none;"> In today's online-driven world, SEO is more necessary than ever. ITC President Laird Rixford gives some tips on how you can improve your insurance website’s ranking in the search engines. Related Articles Why is My Insurance Website Not on the First Page of Google? SEO Terms You Need to Know for Your Insurance Website What is SEO and Is It Important to My Agency? Search engine optimization (SEO) is the process of raising your website’s visibility in the search engines so you get traffic from the organic search results. SEO is an ongoing process. Because search engines are constantly changing their algorithms, SEO must be an ongoing process in order to be effective.</span>
<iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/153811733?portrait=0&color=ff9933&camp;autoplay=1"><noframes><img alt="" src="/images/blog/OAS/OAS022016_searchengine_tumbnail.jpg"></noframes></iframe>
<br />
<br />
In today's online-driven world, SEO is more necessary than ever. ITC
President <a target="_blank" href="http://twitter.com/lrixford">Laird Rixford</a>
gives some tips on how you can improve your insurance website’s ranking in the search engines. <br />
<br />
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2015/12/02/why-is-my-insurance-website-not-on-the-first-page-of-google">Why is My Insurance Website Not on the First Page of Google?</a><br />
<a href="http://www.getitc.com/blog/marketing/2015/06/03/seo-terms-you-need-to-know-for-your-insurance-website">SEO Terms You Need to Know for Your Insurance Website</a><br />
<a href="http://www.getitc.com/blog/marketing/2015/02/25/what-is-seo-and-is-it-important-to-my-agency">What is SEO and Is It Important to My Agency?<br />
</a>urn:uuid:884What’s in Release 6.0.39.05 of InsurancePro - Agency Management BlogThese are the changes in the latest release of ITC’s agency management system InsurancePro.2016-02-02T08:05:07Z2024-03-19T05:52:04ZThese are the enhancements that are included in the latest release of agency management system InsurancePro (Release 6.0.39.05).<br />
<br />
<ul>
<ul class="ulstyle-bullets">
<li>Added payment method <em>Customer EFT + Cash</em></li>
<li>Added a line for customer signature on receipts</li>
<li>Added option to display agency name instead of agency address in various areas in InsurancePro</li>
<li>Added option to not show print option of auto ID card on payment screen</li>
<li>Added ability to bridge one week quotes from TurboRater</li>
<li>Changed how month-to-month commissions are calculated by subtracting company fees from the down payment</li>
<li>Corrected issue with collection of commissions on fees checked for month-to-month commissions in the company setup area</li>
<li>Corrected issue with adding existing certificate holders</li>
<li>Corrected issue with opening saved fax cover sheets</li>
<li>Correct an issue with additional notes in quote sheets</li>
<li>Corrected some issues with processing some al3 files</li>
</ul>
</ul>urn:uuid:8813 Rookie SEO Mistakes to Avoid - Agency Marketing BlogAvoid these rookie SEO mistakes on your insurance website, if you want your agency marketing plan to be successful.2016-02-01T07:44:31Z2024-03-19T05:52:04Z<img alt="" src="http://www.getitc.com/images/blog/480718944.jpg;img-responsive”" style="width: 250px; height: 141px; float: right; margin: 5px;" />On this blog we urge you to add online marketing to your agency marketing plan. The first thing you need to start with is a great <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>. As we like to say, <a href="http://www.getitc.com/blog/management/2015/11/17/4-technologies-you-shouldnt-work-without">it’s the hub of everything you do</a>.<br />
<br />
So you got a great website in place. Now, it’s time for other online agency marketing tactics like search engine optimization (SEO). You may decide to try some SEO work on your own. After all, how hard could it be, right? Well, you'd be surprised.<br />
<br />
SEO can be a complicated process that takes time and patience. If you're ready to step up to give it a shot, here are three big mistakes all SEO rookies make and you should avoid.<br />
<br />
<ol>
<li><strong>Choosing the Wrong Keywords</strong><br />
<br />
The right keywords are the deciding factor of the success of your SEO campaign. So how do you choose the right keywords?<br />
<br />
At the beginning of a new campaign start with a small set. Too many keywords spreads yourself too thin, and you may see middling results. Focus first on increasing your rankings with the small set. Once you have the rankings you want, expand your focus to other keywords.<br />
<br />
Use three to four words per phrase. Keyword phrases with less than three words have increased competition.<br />
<br />
For example, <em>auto insurance</em> will compete with <span style="text-decoration: underline;">every </span>auto insurance agency in your area. But, more than four keywords narrows the field too much. For example, <em>Burleson general liability insurance online quotes</em> reduces the search volume too much.<br />
<br />
There are exceptions to every rule, so make sure you do your research before deciding on a set of keywords. Use keyword tools for ideas of search volume and suggestions for other keywords. Google AdWords and Bing Ad Center have keyword tools you can use.<br />
<br />
Once you have the rankings you want, you can then expand your focus to other keywords.</li>
<br />
<li><strong>Under or Over Optimization</strong><br />
<br />
Much like Goldilocks, you need to have the right amount of optimization for your website. Too much or too little can make Google grumpy.<br />
<br />
To get the right amount of optimization, allow it to happen naturally.<br />
<br />
If you provide <em>auto insurance in Dallas</em>, then go after auto insurance in Dallas. These keywords tell your customers who you are and what you provide. Add these keywords in your website title, description, and somewhere on your homepage.<br />
<br />
You can also add derivatives of the keywords on your website as long as it looks natural. In this instance, <em>Dallas auto insurance</em>, <em>car insurance quotes in Dallas</em>, <em>Dallas car coverage</em> are all great examples.<br />
<br />
Whatever you do, avoid over optimizing by all means necessary. This could be in the form of using <a href="http://www.getitc.com/blog/marketing/2013/10/02/7-ugly-seo-mistakes#.Vqt58bIrKUk">non-relevant keywords or keyword stuffing</a>.</li>
<br />
<li><strong>Buying Backlinks</strong><br />
<br />
Backlinks are external websites that link to your insurance website. Google judges the popularity and relevance of websites by backlinks. It looks at the number and quality of backlinks your website has.<br />
<br />
Because of this, some SEO rookies buy bulk backlinks at a cheap price. Remember, Google is a business too. They want to provide their customers with the best possible product. Google considers buying backlinks a spamming tactic. It will notice when a website adds a large number of links pointing to your website. This number can range anywhere from 200 to 10,000 backlinks. You will not rank for long once Google notices this.<br />
<br />
Search engines like to see natural growth of backlinks. Build a great insurance agency website with unique content. Then, other websites will eventually link to you.</li>
</ol>
<br />
If you take on SEO by yourself, stay clear of these rookie mistakes to have a successful SEO campaign. <br />
<br />
<em>If you don't want to do it alone, you don't have to. <a href="http://www.getitc.com/solutions/agency_marketing/consultation/">Request a free agency marketing consultation</a> to learn more about our SEO services.</em>urn:uuid:880Why You Should Be Using Email in Your Agency Marketing Plan - Agency Marketing BlogEmail marketing is an important part of any agency marketing plan. Here’s why you need to add it to your list of marketing tactics.2016-01-27T07:30:57Z2024-03-19T05:52:04Z<img src="http://www.getitc.com/images/blog/thinkstock/459067215.jpg" alt="arrows in email target" style="width: 250px; height: 188px; float: right; margin: 5px;" />You may not realize it. Email marketing can be a huge asset in increasing your insurance agency’s marketing reach. It can help you establish relationships, nurture leads, and reach a wide audience.<br />
<br />
When you use email marketing to its fullest potential, it can result in many benefits for your agency.<br />
<br />
Not convinced email marketing is for you? Here are a few more reasons you should be using email in your agency marketing plan.<br />
<br />
<h2 class="subtitle"><strong>#1 Easy Access</strong></h2>
<strong>Smartphones and tablets are now the norm for reading email.</strong> Nowadays, information is available at our fingertips. Cell phones and tablets are our personal computers. Wireless Internet is available nearly everywhere. Because of this, we expect to receive emails and text messages immediately. Luckily for those using email marketing, this won’t change anytime soon.<br />
<br />
<a href="http://marketingland.com/34-percent-email-opens-now-happen-pc-83277">Marketingland reports that 66 percent of emails were opened on handheld devices</a>. By contrast PC email opens were down to 34 percent. Today, when you send an email, it’s easily accessible by your audience. This a plus for you.<br />
<br />
<h2 class="subtitle"><strong>#2 High ROI</strong></h2>
<strong>Email marketing brings a high return on investment</strong>. According to the Direct Marketing Association, <a href="http://outboundengine.com/">email marketing in the United States yielded a 4,300 percent ROI in 2015</a>. They also <a href="http://dma.org.uk/uploads/56543b6e6d645-email-tracking-report-2015_56543b6e6d5b5.pdf" target="_blank">found that for every $1 spent on email marketing, businesses get $44.25 back</a>. In fact, <a href="http://www.hubspot.com/marketing-statistics">companies using email marketing generated 50 percent more sales-ready leads</a>.<br />
<br />
The proof is in the dollars. Compared to advertising or other online marketing tactics, email marketing doesn’t cost much to implement. The higher response rate (see below) means you get a better return on your marketing dollar. This makes it perfect for your agency marketing strategy.<br />
<br />
<h2 class="subtitle"><strong>#3 More Engagement</strong></h2>
<strong><a href="http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails">Customers are more likely to respond to an email than a social media post</a></strong>. Other forms of communication have evolved over the years. But, email still remains the channel people engage with the most.<br />
<br />
Social media as a form of business communication is risky. Your reach on social media is a miniscule percentage of your followers. Plus, a social media post is easily missed or overlooked. Email remains in the inbox until your prospect deletes it.<br />
<br />
<h2 class="subtitle"><strong>Bonus: Drives Website Traffic</strong></h2>
<br />
A <strong>successful email marketing campaign will drive traffic to your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a></strong>. Including links in your agency marketing emails is the easiest way to get traffic to your website. You can also include website links in your email graphics, header and footer.<br />
<br />
If it’s not already clear from this list: email marketing is key part of any agency marketing plan. It’s easily accessible, has a high ROI, and is the most popular form of communication for businesses.<br />
<br />
<em>Are you ready to improve your email marketing this year? <a href="http://www.getitc.com/products/automated-agency-marketing/">We can help</a>.</em>urn:uuid:879This is the Way: Mark Goldsberry - Agency Rating BlogAs director of digital marketing sales at ITC, Mark Goldsberry gets to help agents discover online agency marketing success. This is the way he works.2016-01-26T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/thisistheway/markgoldsberry/this-is-the-way---mark-goldsberry.jpg" style="width: 650px; vertical-align: middle; margin-bottom: 10px;" class="img-responsive" alt="This is the Way: ITC's Mark Goldsberry" longdesc="This is the Way: ITC's Mark Goldsberry" /><br />
<br />
Mark Goldsberry wasn’t supposed to be in digital marketing and sales. He was supposed to go to law school and then on to the FBI. He wanted to make a difference. But then God had a different plan. <br />
<br />
So Mark got a job in sales that turned into a successful and rewarding career teaching people how to market their businesses. 25 years later, he is still making a difference. Though it may not be what he had originally imagined for himself, he has no regrets and truly loves his work. <br />
<br />
What Mark loves about his work at ITC is that for the past seven years he has seen agencies evolve and be successful and knows he helped them get there. I talked with Mark about how he handles the dynamic insurance industry. This is the way Mark works.<br />
<br />
<><><><br />
<br />
<strong>Location: </strong><br />
<br />
Garland, Texas<br />
<br />
<strong>Current gig: </strong><br />
<br />
Director of Digital Marketing Sales<br />
<br />
<strong>What do you like most about your job? </strong><br />
<br />
The fact that I am blessed with an opportunity to really make a difference in the business of my clients. It is something I am passionate about and most of the time it does not seem like a job. <br />
<br />
<strong>One word that describes how you like to work. </strong><br />
<br />
I get asked this every once in a while from my clients. I am not sure one word would describe it, but if I am limited to one word it would likely be INTENSE!<br />
<br />
<strong>Current mobile device: </strong><br />
<br />
iPhone<br />
<br />
<strong>Current computer: </strong><br />
<br />
Lenovo Yoga<br />
<br />
<strong>Project(s) you’re currently working on: </strong><br />
<br />
Several SEO and digital marketing proposed solutions to agencies across the United States. <br />
<br />
<strong>Accomplishments you’re proud of: </strong><br />
<br />
Career-wise, probably some key roles I have been involved in (i.e. assisting in the development and roll out of ASEO, major account acquisition, etc.) that played a significant role in ITC becoming the largest provider of insurance websites in the country. <br />
<br />
<strong>What are your goals for the next 12 months? </strong><br />
<br />
In my new role as director of digital marketing sales, to continue to grow and improve ITC’s advanced SEO and digital marketing solution. <br />
<br />
<strong>What does a typical day look like for you? </strong><br />
<br />
Simply put, if you were a fly on the wall in my office space you would probably say, organized chaos!<br />
<br />
<strong>What technology, apps or tools can’t you live without? </strong><br />
<br />
That’s probably a toss-up between the Internet and spellcheck! I used to be a really good speller in college. But for some reason when I graduated and entered the work force, that slowly diminished so thank goodness for spellcheck! Interesting fact you may not know… some of the most brilliant minds in history struggled with spelling. People like Einstein, Churchill, Da Vinci, and Benj Franklin to name a few. <br />
<br />
<strong>What’s the most recent app you’ve downloaded but have yet to use? </strong><br />
<br />
Cloze. <br />
<br />
<blockquote><img src="/images/blog/thisistheway/markgoldsberry/mark_vegas.jpg" style="width: 400px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" class="img-responsive" alt="ITC's Director of Digital Agency Marketing Sales Mark Goldsberry" longdesc="ITC's Director of Digital Agency Marketing Sales Mark Goldsberry" /><br />
</blockquote><strong>Describe your workspace. </strong><br />
<br />
A BIG desk with a notepad for notes, a hard copy of tasks I refer to as my mishcrit list (short for mission critical), a keyboard, three monitors, and not one but, two headsets. I am on the phone so much that there are literally times my headset battery goes out while on a call, and I have to switch to my backup. <br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
I am still trying to figure that one out. It seems there is never enough time in the day to get things done no matter how many hours I work.<br />
<br />
<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
I am not sure I can tell you anything you don’t already know. But, something Zig Ziglar once said comes to mind, “Treat every day like it's the day before vacation, and you will get more work done”. <br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
Something I just started doing a couple of years ago, stepping away from my desk at some point in the day to let my brain just rest<br />
<br />
<strong>What do you listen to while working? </strong><br />
<br />
I don’t have time to listen to anything while I work. Although if I did it would be a motivational podcast.<br />
<br />
<strong>What are you currently reading? </strong><br />
<br />
“Private” by James Paterson, “Ten Interesting Things About Human Behavior” by Suzanne L. Davis, “Why do they act that way? A Survival Guide to the Adolescent Brain for You and Your Teen” by David Walsh (highly recommended if you have teenagers), and “Winning the Zero Moment of Truth” by Jim Lecinski at Google.<br />
<br />
<strong>How do you decompress? </strong><br />
<br />
Spending time with my four year old usually does it.<br />
<br />
<strong>What’s your sleep routine like? </strong><br />
<br />
I don’t have much of one even though I know I should. I am a night owl, usually retire about 12 on average and up around 5:30 or 6. <br />
<br />
<strong>What gets you out of bed in the morning? </strong><br />
<br />
The sweet lure of success!<br />
<br />
<strong>Who are your business idols and why? </strong><br />
<br />
I would not say they are idols in the truest sense of the word but rather who I draw inspiration from. People like Zig Ziglar, John Maxwell, Dale Carnegie, Jim Rohn, Dave Ramsey and Jim Denison have shaped my career, driven me to be the best I can be, and had a positive impact on my overall worldview.<br />
<br />
<strong>What’s the best advice you’ve ever received? </strong><br />
<br />
Always have a to-do list on what to do next and break down big goals into smaller chunks.<br />
<br />
<strong>What would you be doing if you weren’t working at ITC? </strong><br />
<br />
Coaching and/or playing competitive soccer for a living or maybe even start my own club.<br />
<br />
<strong>Who would you like to see in a future This is the Way post? </strong><br />
<br />
Scott Cornelius from <a target="_blank" href="http://www.eciagency.com">ECI Agency</a><br />
<br />
<em>The </em>This is the Way<em> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? Tweet us or leave it in the comments below.</em>urn:uuid:878Fall in Love With These 10 Insurance Website Blog Ideas for February - Agency Marketing Blog10 content ideas for your clients to love on your insurance agency website and email newsletter this February.2016-01-25T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/blog_012516.jpg" style="width: 300px; height: 186px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" alt="10 insurance website blog ideas for February" longdesc="10 insurance website blog ideas for February" />February is the month of love. It’s also the shortest month of the year. With fewer days and a busy schedule, you might find it hard to find a topic for your <a href="http://www.getitc.com/products/websites/">insurance agency website</a> blog. <br />
<br />
As we all know, <a href="http://www.getitc.com/blog/marketing/2015/02/09/what-a-neglected-blog-says-about-your-insurance-agency#.Vp_tZvkrKUk">neglecting your insurance agency’s blog is a no-no.</a> Instead of succumbing to writer’s block, use one of these 10 topics. These topics are also great to use in newsletters and on social media in February. <br />
<br />
<strong>1. Groundhog Day (February 2): </strong>February can bring the most unpredictable weather. This is even more of a reason to show interest in Punxsutawney Phil and his shadow. Share your favorite groundhog memes on social media to get in the fun spirit of Groundhog Day. You could also poll your followers about whether he will see his shadow or not.<br />
<br />
<strong>2. RV, Boat and Motorcycle Winter Storage:</strong> RVs, boats and motorcycles are big investments. They need protection at all times. Particular when there’s winter weather like snow and ice. Provide your clients with tips on the best ways to store these extra-curricular vehicles. <br />
<br />
<strong>3. National Wear Red Day (February 5): </strong>Heart disease is a serious problem. It is the #1 killer of women in the United States. To help bring awareness to this horrible disease, encourage your staff to wear red on this day. Write a blog post about the campaign a few days ahead. Take photos of everyone who participates and post them to your social media accounts. You could also do a social media contest and encourage people to share pictures of their red attire.<br />
<br />
<strong>4. Tax Prep Tips: </strong>Tax season is here. If your agency also does taxes, share some tips for getting ready to prepare that tax return. If your agency doesn’t do taxes, this is a great opportunity for a guest post. If you have a relationship with a CPA, ask him or her to write a post for your insurance website. <br />
<br />
<strong>5. 2016 Super Bowl (February 7): </strong>This year is the 50th Super Bowl. There is sure to be a lot of hype leading up to the big event. There is a lot of content opportunity. You could share Super Bowl party tips and recipes. Poll your followers to see who they think will win. Or even host a watching party at your favorite local establishment. <br />
<br />
<strong>6. Vacation Planning Tips:</strong> Although we’re still in the midst of winter, the warmer months will be here before you know it. It’s a great time to start thinking about vacations. Remind your clients that now is the perfect time to start planning those trips. Got a list of awesome vacation spots? Share them. It’s also a great time to mention the importance of car, RV and travel insurance. <br />
<br />
<strong>7. Valentine’s Day (February 14): </strong>Valentine’s Day is the day many couples share their love and appreciation for one another. Do you have ideas for the perfect romantic evening? Share some of your favorite tried-and-true date night ideas with your clients. Or maybe compile a list of some non-traditional date ideas for this romantic day. Tie two topics together. Do a social media contest for National Wear Red Day and make the prize dinner for two at a local restaurant.<br />
<br />
<strong>8. Baking Recipes: </strong>For many, cold weather is the best time to bake some goodies for family, friends or coworkers. Ask your staff to submit their favorite baked recipes with you, and share them with your clients. You could even ask your Facebook fans to submit their favorite recipes. Then feature those recipes in your newsletter. <br />
<br />
<strong>9. Local Events: </strong>Just because it’s cold outside doesn’t mean the fun has to stop. Write a list of local events, like concerts or indoor exhibits. This will encourage your clients to grab their coats and get local!<br />
<strong><br />
10. Annual Coverage Review: </strong>By the time your newsletter or blog reaches your clients, we will be well into the second month of 2016. Explain the importance of the annual insurance policy review. If they haven’t already done so, offer to look over their policies for them. <br />
<br />
And there you have it! 10 topics your clients will love reading in February. Pick your favorite ideas, and get started on your content. urn:uuid:877Masters of Marketing -- Ask Me Anything with Scott Cornelius - Agency Marketing BlogThe recording of the January 21, 2016 Masters of Marketing webinar.2016-01-21T14:14:52Z2024-03-19T05:52:04ZIn today’s Masters of Marketing Webinar, Scott Cornelius from ECI Agency discussed how he turned his agency around with online marketing and how he continues to have success. If you missed it, you can <a href="https://attendee.gotowebinar.com/recording/1594663932536833">watch the recording here</a>.<br />
<div style="margin-bottom: 5px;"><br />
</div>
<ul>Join us for the next Masters of Marketing webinar on Thursday, February 18th at 12 pm CST (1 pm EST, 11 am. MST, 10 am PST). <br />
<br />
If you are not currently registered for Masters of Marketing, <a href="https://attendee.gotowebinar.com/register/5569715059467651073">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.</ul>urn:uuid:876How to Create High-Quality Content for Your Insurance Website - Agency Marketing BlogCreating high-quality content for your insurance agency website is about two things: logic and emotion.2016-01-20T07:50:04Z2024-03-19T05:52:04Z<em><img src="/images/blog/thinkstock/472850834.jpg" alt="person working on laptop" longdesc="how to create high-quality content for your insurance website" style="width: 250px; height: 167px; float: right; margin: 5px;" />“Content is king.”<br />
</em><br />
You’ve heard this several times before — because it’s true. <br />
<br />
Nowadays, consumers have broader control over the buying process because of the Internet. This is why it’s important for your agency to have high-quality website content. It builds a connection with these web-savvy consumers. And, it helps your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> rank higher in search results.<br />
<br />
But what exactly is high-quality content? It is content that portrays value through two main components: logic and emotion.<br />
<br />
<strong>Logic</strong><br />
Logic acts as the framework for great content. It uses facts which leads to organized and informative content.<br />
<br />
For example, take a blog post about car insurance options. Logically it would talk about liability, collision, comprehensive and personal injury protection coverage.<br />
<br />
Logic is a key factor in creating high-quality content. But logic is not compelling on its own.<br />
<br />
Content-based only on logic is like getting your kids to take their cold medicine. If they don’t like the taste, it doesn’t matter how good it is for them. They’re likely to reject it altogether.<br />
<br />
Fortunately, you can avoid this fate by infusing the next factor: emotion.<br />
<br />
<strong>Emotion<br />
</strong>Emotion is the lifeblood of great content. It helps content resonate with an audience. It’s memorable, and it can be easy to implement into your content.<br />
<br />
Consider the example from above. To add emotion to a blog post about car insurance options describe how insurance protects with real-world situations. <br />
<br />
For example, you might explain how comprehensive coverage helps pay for a windshield shattered by a baseball. Maybe even mention this coverage ensures the driver has safe transportation.<br />
<br />
Logic makes content useful to consumers; emotion makes it relatable. When the two elements are successfully united, they can make content uniquely valuable.<br />
<br />
<strong>Implementing High-Quality Content on Your Insurance Agency Website</strong><br />
When crafting content for your insurance website, focus on topics your audience finds valuable. If you receive frequent questions about certain topics, blog about it. You could also shoot a short video about the subject to share.<br />
<br />
Here are some more blog posts on blogging and writing content:<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2015/06/29/blogging-101-how-to-write-a-blog-post">Blogging 101: How to Write a Blog Post</a><br />
<a href="http://www.getitc.com/blog/marketing/2014/10/24/4-tips-for-writing-clear-content-for-your-insurance-website">4 Tips for Writing Clear Content for Your Insurance Website</a><br />
<a href="http://www.getitc.com/blog/marketing/2013/12/03/stop-neglecting-your-blog-become-a-more-productive-writer">Stop Neglecting Your Blog. Become a More Productive Writer.<br />
</a><br />
<strong>To Sum It Up…</strong><br />
Once you’ve decided on a topic, first focus on logic. Write a first draft, and double check it to ensure your facts are accurate and organized.<br />
<br />
Then, add emotion. Some people struggle with this part. Just remember insurance offers protection for a wide variety of life situations.<br />
<br />
Delve into some of those real-life scenarios to strike an emotional chord with your audience. This will make your content more compelling while demonstrating its value.<br />
<br />
<em>Have you had success creating content for your insurance agency website? Let us know how in the comments below. </em>urn:uuid:875Hiring the Right Salespeople - Agency Management BlogHiring good salespeople who can help your insurance agency succeed is tricky. Here are some tips to hire the right people..2016-01-19T09:00:00Z2024-03-19T05:52:04Z<img longdesc="Hiring the right salespeople for your insurance agency." alt="Hiring the right salespeople for your insurance agency." style="width: 300px; height: 300px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/themodernagency/475571290.jpg" />There are many factors that account for an agency’s success and growth. But, an agency can’t survive without a sales team. If you’re like most agents I know, you want to do more than survive. You want success. <br />
<br />
An agency’s sales success depends on how good its salespeople are. The right salespeople can make a big impact not long after you hire them. But, hiring good salespeople is tricky. <br />
<br />
<em><strong>Why Hiring Good Salespeople is Hard</strong></em><br />
<br />
A good salesperson is in high demand. Think about it. There is not a business on this planet that doesn’t want a team of good salespeople. Which makes finding a good salesperson and then convincing him to join your agency even more difficult.<br />
<br />
People who are only mediocre at selling are actually really good at selling themselves. Most people in sales are able to talk about how to sell: what to do, what to say, etc. But can they do it? That is the question. If they haven’t met their sales goals for the last few years, it doesn’t matter what they say. Don’t hire them.<br />
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<strong><em>What Makes a Salesperson Good</em></strong><br />
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So, what makes a person good at selling? It comes down to two things: character and environment.<br />
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<strong>Character</strong><br />
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<a target="_blank" href="https://hbr.org/2015/03/what-separates-the-strongest-salespeople-from-the-weakest">Studies have been done on the character traits of salespeople.</a> Here are some of the characteristics they found in the strongest, high-performing salespeople.<br />
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<strong>1. High verbal acuity.</strong> Good salespeople are able to communicate their meaning, nature and importance of their words so the customer understands.<br />
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<strong>2. Goal oriented.</strong> Interestingly, more than 85 percent of strong salespeople played a sport in high school. High-performing salespeople dedicate themselves to achieving their goals. They measure their performance based on those goals. <br />
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They also have the self-discipline to function well in a competitive environment. They will use an agency’s tools, like agency management system or <a href="http://www.getitc.com/!/comparative-rater">comparative rater</a>, to their fullest extent.<br />
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<strong>3. Confidence. </strong>A good salesperson should guide the conversation and confidently share his knowledge and opinions. If he can do that, he will be successful. A salesperson who is more anxious will be more reactive.<br />
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<strong>4. Empathy.</strong> People buy from a good salesperson who they feel understands them. A salesperson who can empathize with the client can do this. She will feel as the client feels, not with her. She can put herself in the client’s shoes.<br />
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A few other characteristics common in good salespeople? Honesty, good listener, persistent, doesn’t take a no personally.<br />
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<strong>Environment</strong><br />
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Success in sales has as much to do with the environment as a person’s ability to sell. <br />
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Consider Agency A. It has a solid agency marketing plan. The marketing generates leads. It’s profitable. Their clients love them. <br />
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Now consider Agency B. It has no agency marketing plan. The sales team has to generate their own leads. Clients often complain, and the agency is not that profitable. <br />
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Even the same highly-skilled salesperson will not perform identically in these two different environments. A person’s sales talent doesn’t matter if the environment is not supportive.<br />
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<em><strong>What to Look for When Hiring Salespeople</strong></em><br />
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<strong>Environment</strong><br />
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First, look at your agency environment. What lines of business do you sell? Life and health insurance will have a more complex sales cycle than auto and home. <br />
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Does your sales team need to generate their own leads? Or do you have an agency marketing plan that can provide them with some leads? <br />
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Do you require your sales team to use your agency management system for keeping notes on all prospects and clients? Are you monitoring and measuring daily activities, e.g., quotes completed, calls per day, etc. <br />
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Your answers will determine what kind of candidate can succeed at your agency.<br />
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<strong>Character<br />
</strong><br />
A big mistake we see agencies make is they hire for insurance experience and try to teach them to sell. Hire someone who can sell, and teach them about insurance.<br />
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ITC’s Vice President of Sales Don Hobdy Jr: “You start by trying to hire good people. It's kind of like drafting in the NFL. You find someone with the skillset to fit the position. Next, you teach him your culture and history. Then, you teach your system.”<br />
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Look for people who like to talk. People with drive. People who are comfortable discussing money. Insurance is a relationship business. It’s important a good salesperson understands that client relationships are highly valued.<br />
<em><strong><br />
One Last Tip</strong></em><br />
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Leave a piece of trash like a candy wrapper clearly visible by a trash can. During the interview ask the candidate if he would throw something in the trash for you. See if he picks up the trash you left and throws that away as well. <br />
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This test will tell you if he takes initiative in a good way, cares about his environment, or just has good habits. When he returns ask him why he did or didn't put the item in the trash. This will give you insight into him as a person. Plus, it will definitely make him uncomfortable if he didn't pick it up.<br />
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<em>What tips do you have for hiring good salespeople? Leave them in the comments below.<br />
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</em>The Modern Agency<em> is a monthly blog series in which we discuss various topics related to the success and growth of independent insurance agencies in the modern market. </em>urn:uuid:874The Best Blog Post Formats for Your Insurance Agency Website - Agency Marketing BlogA list of easy blog post formats you can use on your insurance website to keep your readers interested and coming back for more.2016-01-18T08:02:53Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/thinkstock/497348570.jpg" longdesc="blog formats for insurance agencies" style="width: 250px; height: 253px; float: right; margin: 5px;" />Chances are if you blog for your agency you have a favorite blog format. You may live for a list post. Or maybe you can’t resist writing how-to posts. <br />
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Either way, everyone who blogs has their signature blog format they love to use. However, to keep your readers interested and coming back for more, you need to vary your blog formats. <br />
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Which blog format should you reach for if not for your favorite? <br />
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I’ve compiled a list of easy blog formats that work great for <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency websites</a>. Instead of reaching for your favorite format next time you write, try one of these. <br />
<br />
<strong>The News Post</strong><br />
In insurance, there’s never a shortage of news. You often hear about the news and changes before your clients. When this happens, it’s a good idea to leverage the news into a blog post. This will help establish you as an expert.<br />
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Tip: For a news post, it’s important you write it in a timely manner. Otherwise, this type of blog post loses its appeal. Keep your eyes peeled for relevant breaking news alerts from popular industry publications. <br />
<br />
<em>Example: </em><a href="http://www.getitc.com/blog/marketing/2015/08/26/how-googles-local-search-display-changes-impact-your-insurance-website-marketing-strategy#.Vpj9uPkrKUk"><em>How Google’s Local Search Display Changes Impact Your Insurance Website Marketing Strateg</em>y</a><br />
<br />
<strong>The FAQ Post</strong><br />
For an insurance agency, the FAQ blog post is a win-win. You can answer questions you may receive often while <a href="http://www.getitc.com/blog/marketing/2014/12/03/converting-more-insurance-website-visitors-into-leads#.VpfRFPkrKUk">increasing your SEO efforts.</a><br />
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Tip: Brainstorm a list of questions you've received from your clients. You can even probe the brains of your colleagues to see if they have some frequently asked questions in mind. Another way to get questions is by checking your insurance website’s analytics for keyword searches.<br />
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<em>Example: <a href="http://www.getitc.com/blog/marketing/2015/09/16/top-5-frequently-asked-questions-during-an-insurance-agency-website-consultation#.VpbBEfkrKUk">Top 5 Frequently Asked Questions During An Insurance Agency Website Consultation</a><br />
</em><br />
<strong>The List Post</strong><br />
If you have tips, ideas or tactics to share, your readers will enjoy this format. List posts are effective because they’re quick and scannable. Readers are able to hone in on the sections they’re most interested in. This keeps them interested in your post. It may even lead to your readers clicking around your website for more information.<br />
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Tip: The key to a list post is using either a bulleted or numbered list. If you use a numbered list, include the number in the blog title. Numbers in headlines are a great way to get more people clicking on your blog post. <br />
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<em>Example: <a href="http://www.getitc.com/blog/marketing/2016/01/13/6-reasons-to-attend-agentcon16#.Vpa_hfkrKUk">6 Reasons to Attend #AgentCon16</a></em><br />
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<strong>The How-To Post</strong><br />
The how-to post format is great because these posts are educational. Like list posts, the how-to blog post can be broken down with a numbered list. However, a how-to post will walk the reader through a task with specific steps or tips. <br />
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Tip: How-to posts can be boring if not done right. To keep your readers’ attention, use images to illustrate steps. Also, make the language as simple as possible. Weed out the insurance jargon as much as possible. <br />
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<em>Example: <a href="http://www.getitc.com/blog/marketing/2015/12/07/how-to-make-your-insurance-agency-website-more-effective#.Vpa-_PkrKUk">How to Make Your Insurance Agency Website More Effective </a></em><br />
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<strong>The Infographic Post</strong><br />
The infographic post works well because it does what a list or how-to post does but with images. Infographics do well on social media because of these images, especially on Twitter where there is a character limit. <br />
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Tip: Statistics, compiled data, and how-to processes work best for the infographic blog format. Also, this is the time where you can get creative. Use fun colors and cool fonts to make your infographic stand out. <br />
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<em>Example: <a href="http://www.getitc.com/blog/marketing/2014/02/18/insurance-website-builder-process-101#.Vpa_LvkrKUk">Insurance Website Builder Process 101 </a><br />
</em><br />
<strong>More Blog Formats</strong><br />
<ul>
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;">Case study</span></li>
<li><span style="line-height: 1.5em;">Interview</span></li>
<li><span style="line-height: 1.5em;">Quiz</span></li>
<li><span style="line-height: 1.5em;">Link roundup</span></li>
<li><span style="line-height: 1.5em;">Guest post</span></li>
<li><span style="line-height: 1.5em;">Checklist</span></li>
<li><span style="line-height: 1.5em;">Comparison post</span></li>
<li><span style="line-height: 1.5em;">Review</span></li>
<li><span style="line-height: 1.5em;">An open letter</span></li>
<li><span style="line-height: 1.5em;">An event recap</span></li>
</ul>
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Mixing it up with different blog formats is a great way to keep your blog interesting. If you always write lists, try a how-to or FAQ post. <br />
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Blogging doesn’t have to be hard. Sometimes, deciding on a new format can even inspire and break you out of writer’s block. <br />
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<em>What’s your favorite blog post format to write? </em></ul>urn:uuid:8736 Reasons to Attend #AgentCon16 - Agency Marketing BlogITC Agent Conference is for insurance agents who want to learn, compete & grow. Join us in April for breakouts on agency marketing, technology, sales & more.2016-01-13T07:34:42Z2024-03-19T05:52:04Z<img src="http://www.getitc.com/images/blog/074_friday_conference_copy.jpg" alt="agent conference " style="width: 250px; height: 167px; float: right; margin: 5px;" /><a href="http://www.agentconference.org" target="_blank">ITC Agent Conference</a> is a two-day event (April 21-22, 2016 at Hilton DFW Lakes in Grapevine, Texas) for insurance agents who want to learn, compete and grow. It’s more than a user group conference. It’s an event for people in the insurance industry who want to succeed in the new online. <br />
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Here’s what one agent had to say about why he attends Agent Conference every year:<br />
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<blockquote style="padding: 0px; margin-bottom: 0px; margin-left: 40px; border: medium none;">"Even though I have had considerable success in the digital marketing area, I am always looking for new and better ways to attract new customers and communicate with my existing customers. The world is changing at a very rapid pace so if you are not doing something to keep up, you will be left behind. A conference like Agent Conference will give you lots of ammunition to launch or advance your current marketing plan to a whole new level. It is the best investment you can make in your business this year." ~ Scott Cornelius, <a href="http://www.eciagency.com/">ECI Insurance</a></blockquote><br />
Still not convinced? Here are six reasons why you should attend ITC Agent Conference 2016.<br />
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<ol>
<li><span style="font-weight: 700;">Learn Something </span><br />
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The breakout sessions at Agent Conference are not something you attend just to check off a CE box. Every session we add to our agenda is meant to be helpful to you. Whether it’s a session about using new or advanced features of our products or a session about the latest marketing trends. You will learn something in our breakout sessions you can take back to your agency. Our breakout sessions cover a range of topics, including agency marketing, agency management, sales and technology. This year we’ve even added an advanced track for agents who have mastered the basics. For example, if you feel like you’ve got a handle on the basics of email marketing, attend our advanced level breakout to go deeper into the topic.</li>
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<li><span style="font-weight: 700;">Diversity of Experts <br />
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We’ve designed our conference to bring you as many speakers with different expertise we can get to speak. Our speakers include successful agency owners, SEO professionals, salespeople, email marketers, insurance agent consultants, and technology experts. These are the people you want to learn from as their expertise can help your agency compete and grow in today’s marketplace.</li>
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<li><span style="font-weight: 700;">Roundtables</span><br />
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How are other agents generating leads and retaining clients? How are they targeting millennials with their marketing? How are they holding their producers accountable? How are they recruiting new hires? If you’ve got burning questions like these you’d love to ask other successful agents, our roundtables are the place to do it. You can share your difficulties and learn what other agents have done in a similar situation. We’ve scheduled three different roundtables through our two-day conference so you can find one that works with your schedule.</li>
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<li><span style="font-weight: 700;">AgencyBuzz Practical </span><br />
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Users of AgencyBuzz bring your laptops and questions! One of our most popular classes in 2015, the AgencyBuzz practical classes will walk you through how to create and schedule your email, how to manage your contacts and more. Got specific AgencyBuzz questions? Great! We’ll answer them and show you how you can do it in AgencyBuzz.</li>
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<li><span style="font-weight: 700;">Networking</span><br />
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More than agents attend Agent Conference. Insurance companies, lead providers, agency management systems, online CE providers, and other vendors in the insurance industry will be there. You will have a chance to network with these companies and make connections to benefit your agency.</li>
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<li><span style="font-weight: 700;">Fun</span><br />
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While we pack a lot of information in the two days, we always make sure to have some fun too. You work hard. You deserve to come to a conference where you can not only learn but also have fun. Check out some of the fun we had last year:</li>
</ol>
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<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><img src="http://www.getitc.com/images/blog/392_thursday_conference_copy.jpg" alt="ITC Agent conference 1" style="width: 400px;" class="img-responsive" /></blockquote> <br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><img src="/images/blog/420_thursday_conference_copy.jpg" alt="ITC agent conference 2" longdesc="ITC agent conference 2" style="width: 400px;" class="img-responsive" /></blockquote> <br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><img src="/images/blog/432_thursday_conference_copy.jpg" alt="ITC agent conference 3" longdesc="ITC agent conference 3" style="width: 400px;" class="img-responsive" /></blockquote> <br />
<strong>Register Now!</strong><br />
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Agent Conference is not your typical insurance conference. It is inspiring and invigorating. It is an event that can help you make the changes you need to so you can accomplish your goals. I hope to see you in April!<br />
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<a href="http://www.agentconference.org/registration/"><em>Register for Agent Conference today.</em></a>urn:uuid:872This is the Way: George Robertson - Agency Rating BlogAs a business development consultant at ITC, George Robertson loves to help agents compete in today's marketplace. This is the way he works.2016-01-12T09:00:00Z2024-03-19T05:52:04Z<a target="_blank" href="https://twitter.com/GRobertson44"><img longdesc="This is the Way: George Robertson" alt="This is the Way: George Robertson" style="width: 650px; height: 346px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" src="/images/blog/thisistheway/georgerobertson/this_is_the_way.jpg" class="img-responsive" /></a><br />
<a target="_blank" href="https://twitter.com/GRobertson44">George Robertson</a> got his start in the insurance industry more than 30 years ago. He helped at his father’s insurance agency as a teenager. George was also interested in technology and got a degree in computer science. But, after college he went back to the insurance industry and became a licensed P&C agent. Over the years, he developed an enthusiasm for the people in this industry. “Our industry truly has the most amazing people!” <br />
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Eventually, this enthusiasm and his technology knowledge led to another passion… sharing best practices and being a resource for agents who want to compete in today’s marketplace.<br />
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Today George works at ITC as a business development consultant. He works with insurance carriers and agents to create bind online strategies. I talked with George to learn more about how he works in this industry.<br />
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<><><><br />
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<strong>Location:</strong><br />
<br />
Eden, North Carolina<br />
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<strong>Current gig:</strong><br />
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Working with ITC to provide the best technology and workflows for independent insurance agents. <br />
<strong><br />
What do you like most about your job? </strong><br />
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New challenges!<br />
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<strong>One word that describes how you like to work. </strong><br />
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Driven<br />
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<strong>Current mobile device:</strong><br />
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Samsung Galaxy 6<br />
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<strong>Current computer:</strong><br />
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Toshiba Satellite P855-S5200<br />
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<strong>Project(s) you’re currently working on:</strong><br />
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Bind online strategies for consumers and agents<br />
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<strong>Accomplishments you’re proud of:</strong><br />
<br />
Making a positive impact in the lives of others.<br />
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<strong>What are your goals for the next 12 months? </strong><br />
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Create a bind online strategy that helps independent agents secure access to a percentage of the online auto business. Growing the ITC brand.<br />
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<strong>What does a typical day look like for you? </strong><br />
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Work by 7:30 review my to-do list and calendar. At the end of the day, I like to take time to review my calendar and to-do list making any necessary changes. Usually, I stop my day around 6:00 p.m. <br />
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<strong>Aside from your phone and computer, what gadget can’t you live without and why? </strong><br />
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GPS <br />
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<strong>What technology, apps or tools can’t you live without? </strong> <br />
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WAZE, great app for traveling and Evernote for taking notes on my computer, smartphone, or laptop. <br />
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<strong>What’s the most recent app you’ve downloaded but have yet to use? </strong><br />
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Wunderlist, just recently found out about this fabulous app. It allows you to share lists and update your to-do list with your smartphone. Even great for grocery shopping!<br />
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<strong>Describe your workspace. </strong><br />
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Two laptops, four screens.<br />
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<strong>How do you manage your to-do list? </strong><br />
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Manage my schedule with Outlook (calendar) and use a checklist system to keep up with my most important tasks. At the end of each day, I re-evaluate my list and set priorities for the next day. <br />
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<strong>What do you do when you finish a project? </strong><br />
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Take a moment of celebration and then move on to the next project. <br />
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<strong>What’s your best time-saving tip or hack? </strong><br />
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Create a plan and set goals. Monitor those goals each month and make adjustments to your plan as needed. Stay focused!<br />
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<img longdesc="This is the Way: George Robertson and his family" alt="This is the Way: George Robertson and his family" style="vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/thisistheway/georgerobertson/george_family.jpg" class="img-responsive" /><br />
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<strong>What is your best everyday habit? </strong><br />
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Typing up notes on every call and setting reminders for follow-up tasks. <br />
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<strong>What do you listen to while working? </strong><br />
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Nothing, I like to focus on each task with my undivided attention. When I do listen to music, I prefer Journey!<br />
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<strong>What are you currently reading?</strong> <br />
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“Millard Fillmore” by Paul Finkelman and “The Age of the Customer” by Jim Blasingame <br />
<strong><br />
How do you decompress? </strong><br />
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Go to the beach.<br />
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<strong>What’s your sleep routine like? </strong><br />
<br />
In by 11:00 p.m., up by 5:30 a.m. <br />
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<strong>What gets you out of bed in the morning? </strong><br />
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The challenges of a new day! <br />
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<strong>Who are your business idols and why? </strong><br />
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My father – He taught me that hard work pays off. Warren Buffet – read “Snowball!” Abraham Lincoln – Lincoln failed many times but his continued focus and drive brought him to the presidency at one of the most crucial times in our nation’s history. <br />
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<strong>What’s the best advice you’ve ever received? </strong><br />
<br />
Treat people the way you would like to be treated. <br />
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<strong>What would you be doing if you weren’t working at ITC? </strong><br />
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Relaxing on the beach on some tropical island or helping young entrepreneurs start a new business. <br />
<strong><br />
Who would you like to see in a future This is the Way post? </strong><br />
<br />
<a target="_blank" href="https://twitter.com/kitty_ambers">Kitty Ambers</a> or <a target="_blank" href="https://twitter.com/RonBergACT">Ron Berg</a><br />
<br />
<em>The </em>This is the Way<em> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a target="_blank" href="http://twitter.com/InsTechCorp">Tweet us</a> or leave it in the comments below.</em>urn:uuid:8715 Ways Google Will Transform SEO in 2016 - Agency Marketing BlogGoogle sets the standard when it comes to digital agency marketing. Here’s what you can expect from the Internet giant in 2016 and how it affects your SEO.2016-01-11T07:24:34Z2024-03-19T05:52:04Z<img src="/images/blog/logos/google.jpg" alt="5 Ways Google Will Transform SEO in 2016" longdesc="google logo" style="width: 250px; height: 179px; float: right; margin: 5px;" />Google is always changing. It is necessary to stay competitive and to continue meeting consumers’ needs. <br />
<br />
When it comes to SEO, Google is continually changing to stay ahead of black hat SEO tactics and on top of cutting edge technology and consumer trends. <br />
<br />
Even when you think you’ve done enough to optimize your online presence, Google changes the rules yet again. And as you may know, <a href="http://www.getitc.com/blog/marketing/2016/01/04/seo-trends-to-watch-in-2016#.Vo_TSfkrKUk">you have to stay up to date on these changes to stay visible online</a>. <br />
<br />
However, you may not have time to keep up with all future changes to SEO. For those people, this blog is for you. <br />
<br />
Here are some major ways Google plans on shaking up SEO in 2016. <br />
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<strong>Structured Data </strong><br />
Google’s Webmaster Trends Analyst Gary Illyes says <a href="https://developers.google.com/structured-data/" target="_blank">structured data</a> will be big in 2016. If your insurance agency website does not implement structured data, expect less engagement. Structured data is a standard way to annotate your content for machines to understand it. There is no better way to stand out in the search results than with structured data. <br />
<br />
<strong>Local SEO </strong><br />
Ratings and reviews are essential to success with local SEO. Make sure you give every client the best experience possible. Monitor your reputation online, and reply to every Google My Business and Yelp review. <a href="http://www.getitc.com/blog/marketing/2015/01/15/you-got-a-bad-online-review-now-what">Even the bad reviews</a>. Showcase your events by adding them to your insurance website. You can also promote them on social media. Don’t let events or any marketing opportunities go to waste. <br />
<br />
<strong>More Social Content in Search Results </strong><br />
Google already shows news articles from Facebook and Twitter in their search results. Social content in search results helps improve the user experience of searchers. Expect to see more tweets indexed on Google in 2016. <br />
<br />
<strong>Machine Learning </strong><br />
<a href="http://www.getitc.com/blog/marketing/2015/12/16/be-the-answer-navigating-your-insurance-agency-website-through-a-machine-driven-search-landscape#.Vo_VpPkrKUk">Google uses a machine learning artificial intelligence system called RankBrain</a>. This system helps process Google’s search results. It learns on its own versus being taught by humans or following programming directives. The RankBrain algorithm is rumored to be the third most important factor in rankings. In 2016, expect to say “I can’t find what I’m looking for” less and “Thanks, Google” more. <br />
<br />
<strong>Video Content </strong><br />
Written content is still important. But, other mediums, like infographics, and videos, are gaining popularity. Video apps - like Snapchat, Periscope and Vine - will surpass the reach, engagement, effectiveness and overall ROI of written content. Google is also testing video ads in search results. Implementing videos into your <a href="http://www.getitc.com/blog/marketing/2013/03/25/how-to-create-an-insurance-agency-marketing-plan#.VoGfNfkrJaQ">insurance agency marketing strategy</a> is a must for 2016. <br />
<br />
Google has transformed the way we search online. As the Internet giant continues to set standards, it’s important you stay up to date so you can adapt as needed. <br />
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What SEO strategies are you looking to apply in 2016? Let us know in the comments below.urn:uuid:870ACORD Forms Update (December 2015) - Agency Management BlogA list of ACORD forms that were updated in InsurancePro and TurboRater in December 2015.2016-01-07T08:40:07Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro and our comparative rating system TurboRater.<br />
<br />
<h2 class="subtitle"><strong>Withdrawn Forms</strong></h2>
<br />
188 2014/12 - Employment Related Practices Liability Section <br />
<br />
188 AR 2014/12 - Arkansas Employment Related Practices Liability Section <br />
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188 MN 2014/12 - Minnesota Employment Related Practices Liability Section <br />
<br />
188 MT 2014/12 - Montana Employment Related Practices Liability Section <br />
<br />
<h2 class="subtitle"><strong>Corrections or Modifications to Existing Forms</strong></h2>
<br />
90 FL 2015/12 - Florida Personal Auto Application <br />
<br />
<h2 class="subtitle"><strong>Forms with New Revision Dates </strong></h2>
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131 2016/03 replaces 2013/12 - Umbrella/Excess Section (for use on or after 3/1/2016) <br />
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133 2015/12 replaces 2015/06 - Workers Compensation Insurance Plan Assigned Risk Section <br />
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803 2016/03 replaces 2014/12 - Liquor Liability Section (for use on or after 3/1/2016) <br />
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807 2016/03 replaces 2014/12 - Directors & Officers Liability Section (for use on or after 3/1/2016) <br />
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827 2016/03 replaces 2014/12 - Employment Practices Liability Insurance Section (for use on or after 3/1/2016) <br />
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828 2016/03 replaces 2014/12 - Fiduciary Liability Coverage Section (for use on or after 3/1/2016) <br />
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832 2016/03 replaces 2014/12 - Miscellaneous E&O Section (for use on or after 3/1/2016) <br />
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51 NV 2016/01 replaces 2015/10 - Nevada Temporary Insurance Identification Card <br />
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52 NV 2016/01 replaces 2015/10 - Nevada Permanent Insurance Identification Card <br />
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53 NV 2016/01 replaces 2015/10 - Nevada Temporary Insurance Identification Card Evidence of Operator's Policy of Insurance <br />
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54 NV 2016/01 replaces 2015/10 - Nevada Permanent Insurance Identification Card Evidence of Operator's Policy of Insurance <br />
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807 AR 2016/03 replaces 2014/12 - Arkansas Directors & Officers Liability Section (for use on or after 3/1/2016) <br />
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807 MN 2016/03 replaces 2014/12 - Minnesota Directors & Officers Liability Section (for use on or after 3/1/2016) <br />
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807 MT 2016/03 replaces 2014/12 - Montana Directors & Officers Liability Section (for use on or after 3/1/2016) <br />
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827 AR 2016/03 replaces 2014/12 - Arkansas Employment Practices Liability Insurance Section (for use on or after 3/1/2016) <br />
<br />
827 MN 2016/03 replaces 2014/12 - Minnesota Employment Practices Liability Insurance Section (for use on or after 3/1/2016) <br />
<br />
827 MT 2016/03 replaces 2014/12 - Montana Employment Practices Liability Insurance Section (for use on or after 3/1/2016) <br />
<br />
828 AR 2016/03 replaces 2014/12 - Arkansas Fiduciary Liability Coverage Section (for use on or after 3/1/2016) <br />
<br />
828 MN 2016/03 replaces 2014/12 - Minnesota Fiduciary Liability Coverage Section (for use on or after 3/1/2016) <br />
<br />
828 MT 2016/03 replaces 2014/12 - Montana Fiduciary Liability Coverage Section (for use on or after 3/1/2016) <br />
<br />
832 AR 2016/03 replaces 2014/12 - Arkansas Miscellaneous E&O Section (for use on or after 3/1/2016) <br />
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832 MN 2016/03 replaces 2014/12 - Minnesota Miscellaneous E&O Section (for use on or after 3/1/2016) <br />
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832 MT 2016/03 replaces 2014/12 - Montana Miscellaneous E&O Section (for use on or after 3/1/2016) <br />
<br />
854 CA 2016/01 replaces 2015/01 - California FAIR Plan Property Insurance, Application for Dwelling Insurance <br />
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856 CA 2016/01 replaces 2015/01 - California FAIR Plan Property Application for Businessowners (BOP) Insuranceurn:uuid:8698 Insurance Website Design Trends to Watch in 2016 - Agency Marketing BlogThese design trends are going to have a big impact on insurance websites in 2016. Here’s how you can use them on your insurance agency website.2016-01-06T07:17:49Z2024-03-19T05:52:04Z<img src="/images/blog/thinkstock/501716906.jpg" alt="hand holding tablet over city skyline" longdesc="8 insurance website design trends to watch in 2016" style="width: 250px; height: 167px; float: right; margin: 5px;" />Earlier this week we talked about the <a href="http://www.getitc.com/blog/marketing/2016/01/04/seo-trends-to-watch-in-2016#.VovhmfkrKUk">SEO trends to watch out for this year</a>. Now, it’s time to move on to another big agency marketing tactic: your insurance website. The beginning of the New Year is the time we usually reevaluate and adjust our goals. You should do the same with your <a href="http://www.getitc.com/products/websites/">insurance agency website</a>. <br />
<br />
Whether or not you’re considering an overhaul this year, you should know what’s going on with insurance website design. Here are eight design trends you need to watch in 2016. <br />
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<ol>
<li><strong>Vibrant Color Schemes </strong><br />
<br />
Bright colors are the best way to make your insurance agency website stand out amongst the crowd. Using bright colors on top of a white background will really make the colors of your logo and branding shine. <a href="http://www.getitc.com/blog/marketing/2014/03/18/which-colors-are-the-best-for-your-insurance-website">A vibrant color scheme</a> will pop and appeal to your online visitors.</li>
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<li><strong>Dramatic Typography </strong><br />
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We all know about staple fonts like Arial and Times New Roman. In 2016, try replacing these popular fonts with more unique fonts. This will help add more flair to your insurance website like the example below. <a href="https://www.google.com/fonts" target="_blank">Google Fonts</a> is a great way to find new font choices.</li>
<br />
<img alt="" class="img-responsive" src="/images/blog/Screenshots/font.jpg" longdesc="font" style="width: 450px;" /><br />
<br />
<li><strong>Responsive Design</strong><br />
<br />
Yep. <a href="http://www.getitc.com/blog/marketing/2015/05/18/re-is-responsive-web-design-for-my-agency#.VovmUvkrKUk">Responsive design</a> isn’t going anywhere anytime soon. In fact, a growing number of insurance websites are using responsive design to better handle for mobile traffic. Are you seeing an increase in traffic from smartphones or tablets? It’s time to consider upgrading to a responsive design.</li>
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<li><strong>Centered Content </strong><br />
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Many of the newer designs, like the one below, requires the website to take up 100 percent of the screen. With these designs, left-aligned text can be quite jarring. This year expect to see more website content placed in the center of the screen. Centered content makes it is easier to see on all screen sizes.</li>
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<img alt="" class="img-responsive" src="/images/blog/Screenshots/centered_content.jpg" longdesc="centered content" style="width: 450px;" /><br />
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<li><strong>Long Scroll</strong><br />
<br />
Gone are the days of websites that don’t require you to scroll. Online users aren’t afraid to scroll anymore to see what’s there. <a href="http://www.getitc.com/blog/marketing/2014/01/14/the-most-important-thing-to-have-at-the-top-of-your-insurance-website">You still want your most important information to stay above the fold</a>. But, feel free to add extra sections to your home page. Just make sure the added information or features are still helpful to your visitors.</li>
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<img alt="" class="img-responsive" src="/images/blog/Screenshots/long_scroll.jpg" longdesc="long scroll" style="width: 450px;" /><br />
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<li><strong>Hover Animations </strong><br />
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We went gaga over mobile websites last year, but we can’t forget about the desktop versions. Although hover animations don’t work well on mobile devices, they do on desktops. Your insurance website can let your desktop visitors know they are hovering over interactive items. Small adjustments, such as icons bouncing up or changing colors, adds a nice touch to your insurance website design.</li>
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<li><strong>Material Design </strong><br />
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2015 was the year of <a href="http://www.getitc.com/blog/marketing/2015/10/21/goodbye-skeuomorphism-hello-flat-and-material-design#.VovpuPkrKUk">flat design</a>. Flat design required us to stay away from gradients and stick to solid, flat colors. 2016 will be the year of material design. <a href="http://www.getitc.com/blog/marketing/2015/10/21/goodbye-skeuomorphism-hello-flat-and-material-design#.VovpuPkrKUk">Material design</a> is minimalistic like flat design. But, it has small, subtle touches that add depth, like shadows. These touches help guide your visitor’s eyes to your calls to action.</li>
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<li><strong>Hamburger Menu </strong><br />
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Again, more focused on mobile, the traditional drop down menu is going away. The new hamburger menu is the little menu box in the corner of the screen. <br />
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<img alt="" class="img-responsive" src="/images/blog/Screenshots/hamburger_menu.jpg" longdesc="hamburger_menu" /><br />
When tapped, the menu items will display. Hamburger menus are compact so they work great on both mobile and desktop websites.</li>
</ol>
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As we embrace 2016, now is the perfect time to make some small changes to your insurance website or <a href="http://www.getitc.com/products/websites/order/">maybe start anew</a>. Either way, use this list, and you’ll be ahead of the curve. <br />
<br />
<em>What insurance website design do you think will be big this year? Let me know in the comments section below.</em>urn:uuid:868Operation Agency Success: How to Better Brand Your Agency - ITC VideosEverything is agency marketing. In this month's Operation Agency Success video, ITC President Laird Rixford talks about how to better brand your agency.2016-01-05T09:43:40Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/150796192?portrait=0&color=ff9933&camp;autoplay=1"><noframes><img alt="" src="/images/blog/OAS/OAS012016_betterbrand_thumbnail.jpg"></noframes></iframe>
<br />
<br />
Everything is agency marketing. Branding your agency starts with a great logo. ITC President <a href="http://twitter.com/lrixford" target="_blank">Laird Rixford</a> talks about logos and how putting your logo everywhere contributes to your agency's brand.<br />
<br />
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2013/09/09/what-is-a-brand">What is a Brand?</a><br />
<a href="http://www.getitc.com/blog/marketing/2014/05/13/how-to-kill-your-brand-with-black-hat-seo">How to Kill Your Brand With Black Hat SEO</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/10/24/how-social-media-can-hurt-your-agencys-brand">How Social Media Can Hurt Your Agency's Brand</a>urn:uuid:867SEO Trends to Watch in 2016 - Agency Marketing Blog4 SEO trends you can expect in 2016 and how they will affect your online agency marketing efforts and your insurance website.2016-01-04T07:47:42Z2024-03-19T05:52:04Z<img style="width: 250px; height: 178px; float: right; margin: 5px;" longdesc="2016 SEO trends for insurance agency websites" alt="glowing crystal ball" src="/images/blog/Thinkstock/454402149.jpg" />Search engine optimization (SEO) can improve the visibility of your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>. But, like many digital agency marketing tactics, SEO evolves at a quick pace. It can get complicated fast. <br />
<br />
To maintain your website’s relevancy and be competitive, you need to know the SEO latest. What is currently working, what is important, and what is trending. <br />
<br />
Since I do it every day, I thought I’d lend you a helping hand. Here is a list of four SEO trends to watch in 2016. <br />
<br />
<ol>
<li><strong>Mobile optimization will continue to reign.</strong><br />
<br />
Earlier this year, mobile traffic and desktop traffic were almost the same to Google. However, that changed once <a target="_blank" href="http://searchengineland.com/library/google/google-mobile-friendly-update">mobilegeddon</a> hit.<br />
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The number of mobile searches keeps rising as people continue changing their online habits. Because of this, mobile-optimized websites will be more important than websites that aren’t. So in 2016, it will be more crucial than ever to have your insurance website optimized for mobile.</li>
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<li><strong>Rich answers can help niche products.</strong> <br />
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Insurance can be pretty specific, right? Especially if your agency deals with unknown or less-used policies. That’s where increasing the frequency of rich answers on your insurance agency website can help. <br />
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Rich answers are specific and direct answers to searches. For example, a frequent question may be “What is the difference between general liability and professional liability?” You will want to include this question and its answer in your website content and use <a href="http://www.getitc.com/blog/marketing/2015/05/15/long-tail-keywords-what-are-they-good-for#.Vnm_APkrKUk">long-tail keyword optimization</a>.</li>
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<li><strong>Google’s Penguin update will change things.</strong> <br />
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Google’s Penguin algorithm is set to launch in early 2016. (It was originally scheduled for late 2015.) With this update, Google plans on further penalizing websites for <a href="http://www.getitc.com/blog/marketing/2014/05/15/website-hero-to-website-zero-black-hat-series-part-2#.VnnBMfkrKUk">black-hat SEO tactics</a>. This includes link farming. <br />
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It’s also important to know that Google has said Penguin is a real-time update. So, the wait between updates should disappear much quicker. Also, Google will be able to change its algorithm on the fly.</li>
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<li><strong>Multimedia recognition gains traction</strong>. <br />
<br />
Almost every major service or operating system now features its own form of voice search. Google has Google Now, Apple has Siri, and Microsoft has Cortana. With advancements in voice search, voice recognition is more important than ever for searching. This means more importance will, again, be on long-tail keywords in 2016. <br />
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Another big multimedia factor is video. Plain, old written content won’t cut it anymore. We expect to see videos become a bigger SEO influence.</li>
</ol>
<strong><br />
Keep These Trends in Mind When Planning <br />
</strong>The New Year is a good time to reevaluate what SEO tactics are working for your insurance website. When doing so, keep these trends in mind so you can plan accordingly. This will keep your website visible so your agency is relevant and competitive. <br />
<br />
<em>Do you need help with your insurance agency website’s SEO? <a href="http://www.getitc.com/solutions/agency_marketing/consultation/">Request a free agency marketing consultation</a>.</em>urn:uuid:866ITC 2015 Year in Review - ITC VideosA look back at insurance agency software provider ITC's year: what we accomplished and the fun we had while doing what we do best.2015-12-31T13:37:23Z2024-03-19T05:52:04ZHere's a look back at our 2015: what we accomplished and the fun we had while doing what we do best. Here's to an awesome 2016!<br />
<br />
<iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/150439925?portrait=0&color=ff9933&camp;autoplay=1"><noframes><img alt="" src="/images/blog/OAS/2015YiR_thumbnail.jpg"></noframes></iframe>urn:uuid:864Kick Off the New Year with These 10 Blogging Ideas for January - Agency Marketing BlogKick off the New Year right with these 10 content ideas for your insurance agency website and email newsletter.2015-12-30T07:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/518277863.jpg" alt="traffic during a snowstorm" longdesc="10 insurance agency blogging ideas for January" style="width: 250px; height: 205px; float: right; margin: 5px;" />The busy holiday season has come and gone, and the New Year is just a few days away. So what better time than now to get started on your <a href="http://www.getitc.com/!/insurance-website">insurance website</a> content for January. <br />
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Whether you’re new to blogging or a pro, here are 10 seasonal ideas. Use them on your agency blog, newsletter or social media. <br />
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<ol>
<li><span style="line-height: 1.5em;"><strong>Resolutions</strong> <br />
The New Year brings new resolutions that are sometimes hard to keep. If you’ve had success sticking to past resolutions, share tips to help your clients stay on track too. </span></li>
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<li><strong>Holiday Decoration Storage</strong> <br />
Holiday decorations are great to look at during the holiday season. However, storing these seasonal favorites is another story. Make a list of the best places to store decorations for the off season<span style="line-height: 1.5em;"> or the best storage containers to use. </span></li>
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<li><span style="line-height: 1.5em;"><strong>National Hat Day (January 15)</strong> <br />
Hats come in all different colors, styles and sizes. Celebrate this fun day by asking your employees to wear their favorite hat to work. Take pictures so you can post them to social media and ask your clients which are their favorites. </span></li>
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<li><span style="line-height: 1.5em;"><strong>Home Winterization Tips</strong> <br />
It’s the time of the year where snow, ice and freezing temps are prevalent. Like people, homes need to keep warm during the winter weather too. This is especially true for pipes. Give your clients some information about pipe insulation to help prevent damage. Other tips can include allowing faucets to drip or opening cabinets under sinks. It’s also a great time to explain how important homeowners insurance is. </span></li>
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<li><span style="line-height: 1.5em;"><strong>Dr. Martin Luther King Jr. Day (January 18) </strong><br />
Dr. Martin Luther King Jr. was a social activist, humanitarian and civil rights leader. To many, this day not only commemorates MLK and his efforts but also acts as a day to do community service.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Winter Driving Safety</strong> <br />
Bad weather can hit at any time during the winter. This usually leads to dangerous driving conditions and heavier-than-normal traffic. Make a checklist of some safety tips that may help your clients stay safe while on the roads. </span></li>
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<li><span style="line-height: 1.5em;"><strong>Fun In-Home Activities</strong> <br />
As I stated above, bad weather is inevitable this time of the year. It can cause school and job closures for days at a time. Share some fun indoor activities your clients can do when they’re stuck at home due to the weather.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Fireplace Safety</strong><br />
Fireplaces provide homes with a warm and cozy feel. Because of this, fireplaces are most used during the fall and winter months. Remind your clients of fireplace safety tips like inspecting the fireplace before use and using the right wood. </span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Cold Weather Recipes</strong> <br />
To go along with that cozy (and safe) fire, share your favorite hearty soup or chili recipes. This is a surefire way to add your own personal touch to any newsletter or blog. </span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Yearly Planning</strong> <br />
To some, yearly planning is essential when it comes to staying on track with goals in the New Year. Do you usually journal your goals, whether they’re financial, business-related or personal? Share some tips on how you plan for the year with your clients. </span></li>
</ol>
<br />
<span style="line-height: 1.5em;">And there you have it! 10 seasonal topic ideas you can use on your insurance agency website this January. <br />
<br />
<em>Did I leave something off the list? Let me know in the comments section below.</em></span>urn:uuid:865Top 10 Agency Marketing Blogs of 2015 on GetITC.com - Agency Marketing BlogThese are the ten agency marketing blog posts on GetITC.com that you and your fellow agents thought were the most worthy of your time in 2015.2015-12-28T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/ThinkstockPhotos-479599348.jpg" style="width: 250px; height: 167px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" alt="Top 10 Agency Marketing Blogs of 2015" longdesc="Top 10 Agency Marketing Blogs on GetITC.com of 2015" />We produce a lot of content on this blog. At least two new posts a week. It can be hard to keep up when you’re busy. Below I present the top 10 ITC most popular marketing blogs of 2015.<br />
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How did we determine which posts were most popular?<br />
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It began with page views. We looked at our Google Analytics at the blog posts that had the most page views. <br />
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Inevitably, the posts that we published in the first half of the year dominated this metric. They’ve been around longer and therefore had greater opportunity to rack up those page views. So we weighted the posts in the later months to even the playing field.<br />
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But did a high number of page views equal popularity? It certainly told us which headlines were good at getting clicks. But, it didn’t tell us much about engagement. What blog posts were people reading?<br />
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For that we looked at time spent on page. Bingo! Looking at these two metrics combined, we felt we had a good list of our most popular marketing content. By analyzing what was clicked on and what was actually read, we narrowed our list down to the posts you considered most worthy of your attention this year.<br />
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Thanks for reading, and we look forward to more agency marketing conversations in 2016.<br />
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<strong><a href="http://www.getitc.com/blog/marketing/2015/07/06/how-your-insurance-website-may-scare-away-your-potential-clients">10. How Your Insurance Website May Scare Away Your Potential Clients</a></strong><br />
<em>by Amanda Oldham</em><br />
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You only have a brief window to capture a potential client’s interest with your insurance agency website. If you’ve noticed that your website visitors are starting to hit the web browser back button more often, here are a few possible reasons why.<br />
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<strong></strong><a href="http://www.getitc.com/blog/marketing/2015/11/09/blogging-is-the-life-blood-of-online-marketing"><strong>9. Blogging is the Life Blood of Online Marketing</strong></a><br />
<em>by Darmini Kara and John Dessommes</em><br />
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There are many reasons to blog on your insurance agency website. Writing unique, relevant and quality blog posts help search engines find your agency. Blogging is the life blood of online marketing. It definitely doesn’t bog you down because your agency needs it. <br />
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<strong><a href="http://www.getitc.com/blog/marketing/2015/10/19/back-away-from-the-purchased-email-lists">8. Back Away from the Purchased Email Lists</a></strong><br />
<em>by Tim Glaze</em><br />
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A purchased email list can cause a lot of damage to your email marketing efforts. The negative effects are usually only realized when it’s too late. Using a purchased list can cause domain damage and leave your emails labeled as spam. Here are three big reasons why buying an email list is a bad idea.<br />
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<strong></strong><a href="http://www.getitc.com/blog/marketing/2015/10/28/7-steps-to-optimizing-images-for-seo"><strong>7. 7 Steps to Optimizing Images for SEO</strong></a><br />
<em>by Darmini Kara</em><br />
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Adding images to your insurance agency website pages whenever possible is a must. They add flair and interest. And when optimized correct, they can even help increase your website traffic. Use these seven steps to optimize your images for SEO.<br />
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<strong></strong><a href="http://www.getitc.com/blog/marketing/2015/07/01/why-your-insurance-agency-needs-millennial-marketing"><strong>6. Why Your Insurance Agency Needs Millennial Marketing</strong></a><br />
<em>by Dylan Brooks</em><br />
<br />
The move towards millennial marketing has been and is occurring. This shift is great news for independent insurance agents. It eases the challenge of pitching products and services with variable rates in a price-driven market. That’s why you need to stay ahead of the millennial marketing curve to grow your agency.<br />
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<strong></strong><a href="http://www.getitc.com/blog/marketing/2015/06/03/seo-terms-you-need-to-know-for-your-insurance-website"><strong>5. SEO Terms You Need to Know for Your Insurance Website</strong></a><br />
<em>by Stephanie Ewen</em><br />
<br />
SEO jargon leaving you scratching your head? Here are some of the most common SEO terms. The more you know, the better you can be at SEO.<br />
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<strong></strong><a href="http://www.getitc.com/blog/marketing/2015/11/04/youve-only-got-seconds-to-keep-insurance-website-visitors"><strong>4. You've Only Got Seconds to Keep Insurance Website Visitors</strong></a><br />
<em>by Amanda Oldham</em><br />
<br />
The first impression of your insurance agency website is important. You have a limited window to grab someone’s attention or scare him away forever. Here are three tips to ensure your website makes the best use of those 15 seconds.<br />
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<strong></strong><a href="http://www.getitc.com/blog/marketing/2015/12/09/3-easy-seo-tasks-you-can-do-right-now-to-increase-traffic"><strong>3. 3 Easy SEO Tasks You Can Do Right Now to Increase Traffic</strong></a><br />
<em>by Stephanie Ewen</em><br />
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You have a business to run and clients to take care of. Don’t be overwhelmed by SEO. You can do these three quick and SEO items today. Plus, they can boost your insurance agency website traffic.<br />
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<strong></strong><a href="http://www.getitc.com/blog/marketing/2015/11/16/how-to-create-an-email-newsletter-that-doesnt-suck"><strong>2. How to Create an Email Newsletter That Doesn't Suck</strong></a><br />
<em>by Heather Galloway</em><br />
<br />
Email newsletters are a great way to stay in front of your clients while building brand loyalty. It’s an important part of your agency marketing plan. There are a lot of emails, and it’s easy to get lost in the inbox. These are the key components you need to know to create a great email newsletter.<br />
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<strong></strong><a href="http://www.getitc.com/blog/marketing/2015/11/23/how-the-shakeup-of-google-affects-your-insurance-agency-website"><strong>1. How the Shakeup of Google+ Affects Your Insurance Agency Website </strong></a><br />
<em>by Dylan Brooks</em><br />
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Google redesigned its social networking website. Some of these updates gutted many local search capabilities associated with Google+. While these changes are inconvenient, they don’t have to spell doom for your agency marketing efforts. urn:uuid:863Why White Space is Good for Your Insurance Website - Agency Marketing BlogA cluttered insurance agency website is not a good user experience. Here’s why you need to include white space in your insurance website design.2015-12-23T07:14:44Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/456037107.jpg" class="img-responsive" longdesc="using whitespace in your insurance agency website design" style="width: 250px; height: 167px; float: right; margin: 5px;" />White space is the empty space between or around elements of <a href="http://www.getitc.com/!/insurance-website-designs">insurance website design</a>. It’s also called negative space. White space isn’t always considered when developing insurance website design. It is easy to forget since people don’t think about it much or may not understand its importance.
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Often, there is a tendency to fill every space on a website with a banner, button, text snippet or picture. Some agents think an unfilled space on their website is a wasted space.
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However, white space is actually considered an active element of design. It creates an enjoyable and lasting experience on your insurance agency website.
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Don’t believe me? Let’s look at a few reasons why white space is great for your <a href="http://www.getitc.com/products/websites">insurance website</a>.
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<strong>It improves readability.
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</strong><br />
Adding white space to blocks of text, sentences and even individual letters improves readability.
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Leading, kerning and tracking define the space between characters and lines of text. When letters and lines of text are too close together, it is difficult to read.
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A <a href="http://psychology.wichita.edu/surl/usabilitynews/62/whitespace.htm" target="_blank">study conducted by Wichita State University</a> found that white space improves reading comprehension. It allows for more space around content so visitors can scan the text easier. <br />
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<img src="/images/blog/Screenshots/prospect.jpg" alt="prospect screenshot" longdesc="improves readability" style="width: 600px;" class="img-responsive" /><br />
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<strong>It guides and directs users on a page.
<br />
</strong><br />
When properly used, white space creates a sense of organization that is easy to follow. This makes it easy for visitors to navigate through an insurance website.
<br />
<br />
White space also directs people towards clear messages. Important websites elements become the focus when white space fills the surrounding areas. It guides your visitors towards important calls to action. This also helps you cut clutter to create a better user experience.
<br />
<br />
<img src="/images/blog/Screenshots/direction.jpg" alt="whitespace can direct users" style="width: 600px;" class="img-responsive" /><br />
<br />
<strong>It creates a sense of sophistication and professionalism.</strong>
<br />
<br />
People want to do business with companies whose websites are well organized and professional. White space adds class and elegance to a website design. Its simplistic nature creates a sense of professionalism that adds credibility to your agency.
<br />
<br />
Many luxury brands use white space to show sophistication and high quality. Websites full of images, widgets, text snippets, slideshows and banners look cheap and unprofessional. Adding white space soothes the eye by ridding a website design of excess visual noise. <br />
<br />
<img src="/images/blog/Screenshots/professionalism.jpg" alt="getitc.com" longdesc="whitespace shows professionalism" style="width: 600px;" class="img-responsive" /><br />
<br />
Without white space, insurance agency websites can easily become cluttered and overwhelming. This makes visitors leave a website quicker.
<br />
<br />
White space on your insurance website contributes to its harmony and balance. It also acts as a guide and creates a sense of professionalism that can keep visitors around long enough to convert.
<br />
<br />
<em>Does your website lack white space? If so, it may be time for an overhaul. <a href="http://www.getitc.com/products/websites/order/">Check out our great insurance website designs to get started</a>.
</em>urn:uuid:862This is the Way: Andy Jordan from GAINSCO - Agency Rating BlogAndy Jordan from GAINSCO loves the competition of the insurance industry. This is the way he works and thrives in this industry.2015-12-22T09:00:00Z2024-03-19T05:52:04Z<img longdesc="This is the Way: Andy Jordan from GAINSCO" alt="This is the Way: Andy Jordan from GAINSCO" style="width: 700px; height: 373px; vertical-align: middle; margin-top: 5px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/AndyJordan/This-is-the-Way.jpg" class="img-responsive" /><br />
<br />
For Andy Jordan, insurance is a fascinating financial product. The insurance marketplace is brutally Darwinian. No one company enjoys an advantage of having a product others don’t have or can’t figure out. Plus, the marketplace is fundamentally commoditized. The reality of having to win and having to keep winning or face death feeds his competitive nature.<br />
<br />
But Andy is not one for working in a quiet corner of the insurance world. He loves the competition and how well GAINSCO’s culture and auto racing ties fulfill this need for him. I talked with Andy to learn more about how he works in this industry.<br />
<br />
<><><><br />
<br />
<strong>Location:</strong><br />
Our home office is in Dallas, Texas, in a neighborhood called Uptown. It’s a great place to work; honestly, it’s even a better place to work for our young employees in their first job. I live far away in the suburbs, but I am told there is night life…<br />
<br />
<strong>Current gig:<br />
</strong>Well, my title is senior vice president of corporate marketing and business development. I do those things, but everyone wears a variety of hats at GAINSCO, and I have my share. We have a very collaborative work environment (the exact opposite of the silos you might find at a more traditional insurance company), and it’s not unusual for executives to work together on projects and initiatives between departments. In addition to pure marketing and developing relationships with our partners, I work with our sales teams, on long-term IT planning, and with our HR department on our internal culture to name a few.<br />
<strong><br />
What do you like most about your job? </strong><br />
I love the people I work with and the mission we are pursuing together, but I’m not sure that really answers the right question. I think that answers the “Why do you like GAINSCO” question. Let me try again. <br />
<br />
When I started working, I liked to be the person with the big idea – that thought that helped everyone break through the problem. Marketing, especially at a company our size where we do almost everything in-house, is such a creative space that I get that big idea itch scratched constantly. <br />
<br />
Over the years, either because I’ve gotten to do that so much or because I’m just getting older, the big idea has become less and less what I like the most about my job. Instead, I like putting other people in a position to succeed. I love to facilitate, help people develop their ideas, shape and consult. I’m very fortunate that our environment allows me the opportunity to do that, almost every day.<br />
<br />
<strong>One word that describes how you like to work: </strong><br />
Decisively <br />
<br />
<strong>Current mobile device:</strong><br />
iPhone 6<br />
<br />
<strong>Current computer: </strong><br />
The lightest Dell I can find. Honestly, I’m standing at the edge of the pro-tablet decision, wishing I had the courage to just jump in. <br />
<br />
<strong>Project(s) you’re currently working on: </strong><br />
Developing our Alternative Distribution footprint across the emerging consumer online comparison marketplace. Planning for our activation efforts around the 2016 Pirelli World Challenge season which will feature GAINSCO’s new McLaren 650S GT3. Developing and implementing a new customer feedback process. Continuing the implementation of e-sign capabilities throughout the organization. <br />
<br />
<strong>Accomplishments you’re proud of: </strong><br />
GAINSCO is an absolutely unique organization; it feels more like a family, more full of energy and passion, than any place I have ever experienced. We are also a small company (depending on how you measure these things, but we think we are) who has built a well-known brand in our marketplace and whose brand is known worldwide in motorsports. I am most proud of my part in developing our culture and our brand over the last decade.<br />
<br />
<img src="/images/blog/ThisistheWay/AndyJordan/Andy_BobStallings.JPG" style="width: 376px; height: 500px; vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Andy Jordan with GAINSCO's Chairman Bob Stallings" longdesc="Andy Jordan with GAINSCO's Chairman Bob Stallings" class="img-responsive" /><br />
<strong><br />
What are your goals for the next 12 months? </strong><br />
You know those projects I listed above? Gettin’ ‘em done!<br />
<br />
<strong>What does a typical day look like for you? </strong><br />
The best part about my job is how varied it is. A typical day involves some heads down work on sales or marketing development, some meetings helping people come to decisions and move forward on projects, and hopefully a few moments of having a laugh. Almost every day includes a combination of creative work, analytical work, facilitation, and coaching and development. Employing such varied skill sets, hour by hour, is very challenging. It absolutely feeds my probably certifiable ADD. And it’s why I love my job.<br />
<br />
<strong>Aside from your phone and computer, what gadget can’t you live without and why? <br />
</strong>My iPad is not connected to my work life at all. I have it stuffed with everything I read on my Kindle app, a couple of games, video content, and my news reader app. Even though I suppose plugging into an iPad is not really disconnecting, it’s how I disconnect from work. <br />
<strong><br />
What’s the most recent app you’ve downloaded but have yet to use? </strong><br />
A mind mapping app that looks really cool. I’m still drawing out what’s in my mind on a whiteboard though!<br />
<br />
<strong>Describe your workspace. </strong><br />
I like my office to have the smallest amount of desk space that I need to work, and I do not like my desk to be in between me and anyone who comes to visit. I consciously try to make my office a collaborative space that feels comfortable to talk, work and plan in. So, lots of chairs that can move, a table than can be configured different ways and a whiteboard everyone can access. We had a remodel this year and I was able to get exactly what I wanted. <br />
<br />
<strong>How do you manage your to-do list? </strong><br />
Head-down and deadline-driven work in the morning. Short blocks of time for meetings when a decision is necessary. Constant organizing and re-organizing of the most critical to-do items. Make sure that every item has a next step (a meeting scheduled, time blocked, email sent to the other party, or some other real marker than moves the process forward). Most of my work is collaborative, but when I am required to individually contribute or when a group of people absolutely must get something done and distraction is likely but must not happen, I don’t hesitate to work from home or take people offsite.<br />
<br />
<strong>What do you do when you finish a project? </strong><br />
Move on to whatever is next.<br />
<br />
<strong>What’s your best time-saving tip or hack? </strong><br />
Pre-Meetings! When you are part of a team that will be presenting information, make sure that group of people has met first and is absolutely prepared, rehearse, role-play objections, and make sure each person is clear on the desired outcome. When you are having a meeting where you are not sure of support, meet privately with stakeholders or smaller groups informally beforehand and help them understand what’s coming, get conceptual buy-in and look for objections. So many meetings fail because people aren’t prepared, objections aren’t anticipated, and it’s so easy to just say “okay, everyone go back and regroup and let’s have another meeting”. <br />
<br />
<strong>What is your best everyday habit? </strong><br />
Reading… every day<br />
<br />
<strong>What do you listen to while working? </strong><br />
Silence! I’m an only child and I grew up in a quiet house. I can’t plug into music and tune out at all. I need a quiet environment to really go heads-down. On the way home though? It’s a pretty eclectic play list. <br />
<br />
<strong>What are you currently reading? </strong><br />
“Misbehaving” by Richard Thaler – a history of behavioral economics that is excellent. Should be required reading by anyone who is in charge of any kind of incentive program. I just finished “Lafayette in the Somewhat United States” by my favorite author Sarah Vowell, and “Dead Wake” by Erik Larson about the sinking of the Lusitania. <br />
<br />
<strong>How do you decompress? </strong><br />
I love golf, and it’s my main pastime. I love that it takes real time to play and you can be disconnected when you do it. I don’t think about work or anything else when I play; just the shot I have to play next. <br />
<br />
<strong>What’s your sleep routine like? </strong><br />
Horrible, I stay up too late and get up too early.<br />
<br />
<strong>What gets you out of bed in the morning? </strong><br />
There is stuff to do! It’s not going to get done if you just lay there.<br />
<br />
<strong>Who are your business idols and why? </strong><br />
Honestly, Glenn Anderson our CEO and Bob Stallings our chairman. I’ve been fortunate to have some great mentors, but I’m really fortunate to work every day with the two best. Glenn’s organizational style is extremely collaborative, and it’s made our company so much better than we could have possibly achieved with everyone working in silos. Bob understands more about the psychology of sales, and he communicates it more inspirationally, than anyone I have ever known. <br />
<br />
<strong>What’s the best advice you’ve ever received? </strong><br />
Hmmm, I think I will give you two quotes I quite like instead:<br />
<br />
<blockquote><em>This is America. Pick a job and then become the person that does it.</em><br />
Mad Men, Season 2<br />
<br />
<em>I'd rather be nine peoples' favorite thing than a hundred peoples' ninth favorite thing.</em><br />
[title of show]<br />
</blockquote><strong>What would you be doing if you weren’t working at GAINSCO? </strong><br />
I would be consulting for someone or working for a non-profit. <br />
<br />
<strong>Who would you like to see in a future <em>This is the Way</em> post? <br />
</strong>You guys should profile our driver Jon Fogarty. <br />
<br />
<em>The </em>This is the Way<em> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? Tweet us or leave it in the comments below.</em>urn:uuid:861Spare Me Spam: Keeping Your Emails Out of the Spam Folder - Agency Marketing BlogWhen your marketing emails end up in the junk folder, you miss out on a huge agency marketing opportunity. Here’s how you can avoid the spam folder.2015-12-21T08:05:06Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/477100054.jpg" alt="conceptual keyboard spam button" longdesc="Keeping Your Emails Out of the Spam Folder" style="width: 250px; height: 167px; float: right; margin: 5px;" />Using <a href="http://www.getitc.com/blog/marketing/2015/08/17/by-the-numbers-email-marketing">email marketing</a> is a smart move for insurance agencies with a large contact list. It’s cheap. It works. It helps build those all-important relationships. Of course, there is always the risk that your marketing email could end up in the dreaded spam folder where it goes unseen.<br />
<br />
Getting flagged as a spam sender by even one contact increases the chances of others doing the same. This could eventually lead to your marketing emails never landing in inboxes. <br />
<br />
<a href="http://www.convinceandconvert.com/convince-convert/15-email-statistics-that-are-shaping-the-future/" target="_blank">Here are some eye-opening figures</a>: <br />
<br />
<ul>
<ul class="ulstyle-bullets">
<li>20% of email recipients report email as spam</li>
<li>43% of email recipients categorize an email as spam based on the from email address</li>
<li>Almost 70% of email recipients report an email as spam based on the subject line</li>
</ul>
<br />
Despite these harrowing numbers, you can do a few things to keep your emails out of the spam folder. <br />
<br />
<strong>Follow the CAN-SPAM Act at All Times <br />
</strong><br />
The CAN-SPAM Act of 2003 set the ground rules for commercial emails. Through this law, businesses and marketers can be flagged for many offenses. Some of these include sending messages from a hijacked computer or sending multiple emails through an IP address that doesn’t belong to you. <br />
<br />
Don’t get a CAN-SPAM fine. Make it a habit to avoid these seven restrictions in every email you send. If you don’t, you could face a fine of more than $10,000. <br />
</ul>
<ol>
<li>Using false header information.</li>
<li>Not honoring opt-out requests.</li>
<li>Not mentioning where your company’s location.</li>
<li>Not mentioning how a recipient can opt-out of future emails from you.</li>
<li>Not identifying the message as advertisement.</li>
<li>Using deceptive headlines.</li>
<li>Not monitoring what other emailers are saying on your behalf.</li>
</ol>
If emails consist of any of the above details, you are breaking the law. Worse, you run the risk of damaging your IP’s reputation and ending up in spam folders everywhere. That hurts your marketing efforts, your brand, and, ultimately, your sales. <br />
<br />
<strong>Use Spam Checkers Before Sending Emails</strong> <br />
<br />
Even if you follow CAN-SPAM, <g class="gr_ gr_80 gr-alert gr_gramm undefined Grammar multiReplace" id="80" data-gr-id="80">it’s still best</g> to use spam checkers to inspect your emails. A spam checker will perform tests on your email to determine its likelihood of ending up in the spam folder. Here are three online tools you can use. <br />
<br />
<ol>
<li>MailingCheck.com</li>
<li>IsNotSpam.com</li>
<li>Contactology.com</li>
</ol>
<strong>Avoid Using Too Many Images</strong><br />
<br />
Image-heavy emails are more likely to be labeled as spam. If you insist on using images, use strong HTML formatting for the body of your email. Also, include three to five lines of text for every image used in your email body. <br />
<br />
<strong>NEVER Purchase an Email List</strong> <br />
<br />
Purchasing an email list may seem advantageous. But, in actuality, purchasing an email list is a quick way to hurt your reputation as a sender. For starters, purchased email lists may contain <a href="http://www.getitc.com/blog/marketing/2015/10/19/back-away-from-the-purchased-email-lists#.VnQpNfkrKUk">spam traps</a>. Also, a majority of the emails on a purchased list are out of date. <br />
<br />
<strong>Use a Real Return Address</strong> <br />
<br />
Simply put, it matters where you’re “from” when sending an email. Make it clear who is sending the email. Use a real domain for your return email address. You can use a person’s email address if your agents want the newsletter to come from them. (<a href="http://www.getitc.com/products/automated-agency-marketing/">AgencyBuzz</a> can do this.) Or, you can use a generic email address like <em>newsletter@insurance.com</em> or <em>support@insurance.com</em>. Just don’t use a <em>no-reply@insurance.com</em> address. <br />
<br />
Email marketing is a great way to reach your clients and prospects. Many agents use it to build and further relationships. But you can’t do that if your email goes to the spam folder. With these tips your marketing emails have a greater chance of reaching inboxes. <br />
<br />
<em>Have questions about email marketing and spam? Leave them in the comments section below.</em>urn:uuid:860Masters of Marketing -- Techniques to Make Your Website More Effective - Agency Marketing BlogThe slides and recording of the December 17, 2015 Masters of Marketing webinar.2015-12-17T15:53:57Z2024-03-19T05:52:04ZIn today’s Masters of Marketing Webinar, I discussed the many different techniques you can use to make your insurance agency website more effective. If you missed it, you can <a href="https://attendee.gotowebinar.com/recording/3800734991589738498">watch the recording here</a> or review the slides below.<br />
<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/key/fIR7qmucvBkPjd" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
<div style="margin-bottom: 5px;"><br />
</div>
<ul>Join us for the next Masters of Marketing webinar on Thursday, January 21st at 12 pm CST (1 pm EST, 11 am. MST, 10 am PST). <br />
<br />
If you are not currently registered for Masters of Marketing, <a href="https://attendee.gotowebinar.com/register/5569715059467651073">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.</ul>urn:uuid:859Be the Answer: Navigating Your Insurance Agency Website Through A Machine-Driven Search Landscape - Agency Marketing BlogHow Google’s shift to topics and answers instead of keywords affects your insurance website and what you need to do to adapt to this change.2015-12-16T07:21:32Z2024-03-19T05:52:04Z<em><img alt="" src="/images/blog/Thinkstock/480966268.jpg" style="width: 250px; height: 269px; float: right; margin: 5px;" />“Come with me if you want to live.” </em><br />
<br />
This line from <em>The Terminator</em> illustrates the conflict between self-aware machines and humanity. Today, artificial intelligence helps Google return more accurate search results. <br />
<br />
<strong>How are Machines Involved With Google Search? <br />
</strong><br />
Google has recently confirmed it’s using a program called RankBrain on many search queries. <a href="http://www.bloomberg.com/news/articles/2015-10-26/google-turning-its-lucrative-web-search-over-to-ai-machines" target="_blank"></a><a href="http://www.bloomberg.com/news/articles/2015-10-26/google-turning-its-lucrative-web-search-over-to-ai-machines">RankBrain turns complex terms used in searches into mathematical equations or vectors</a>. If RankBrain can't find results for a search, it intelligently predicts the best results.<br />
<br />
Although it’s still evolving, RankBrain is quite efficient. In fact, the program has outperformed humans in several accuracy tests.<br />
<br />
<strong>Does RankBrain Signal a Shift in Google’s Search Philosophy?</strong> <br />
<br />
Yes. Traditionally, websites have used keywords on to rank in search engines. Google now focuses more on topics and answers instead of keywords when returning results. <br />
<br />
This philosophical shift started with the Google’s Hummingbird update. This update <a href="http://www.getitc.com/blog/marketing/2014/05/30/how-hummingbird-impacts-the-content-on-your-insurance-website#.VmGdd9UrKHs">placed a greater emphasis on content topics</a> than keywords for rankings. Then, the launch of <a href="http://www.getitc.com/blog/marketing/2015/11/23/how-the-shakeup-of-google-affects-your-insurance-agency-website#.VnA9cEorKUk">Knowledge Graph</a> further reinforced Google’s new focus. Now, RankBrain systemizes the process of connecting topics from a search with relevant answers. <br />
<br />
The shift from keywords to answers aligns with Google’s mission for world data organization. It also allows people to find relevant information quicker, better satisfying their needs. And of course, Google can parlay clicks on paid search ads on these pages into record profits. <br />
<br />
<strong>How Can My Agency Benefit From This? <br />
</strong><br />
To rank on Google, you need to provide original answers to consumers’ questions. Here’s how you can do this on your insurance website: <br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><em>Gather a list of relevant questions you can answer on your insurance agency website</em>. Consumers have plenty of questions about insurance. Like how much auto insurance coverage does your state require? Or, which policy covers water damage from a burst pipe in a home? Scour your search analytics report in your <a href="https://www.google.com/webmasters/" target="_blank">Google Search Console</a>. You can also follow insurance-based topics threads on <a href="https://www.quora.com/" target="_blank">Quora</a>. I also recommend you keep track of questions your clients often ask. </span></li>
<li><span style="line-height: 1.5em;"><em>Answer these questions on your blog or with a video</em>. The content you create to answer these relevant questions doesn’t have to be long. But it should be 10 times better than what your competitors are putting out. Doing so makes your content more likely to show up in search results or the Knowledge Graph. Consumers will begin to see your website as a trusted resource. This kind of reputation increases your chances of getting their business.</span></li>
</ol>
<span style="line-height: 1.5em;">Adapting your SEO philosophy can help your <a href="http://www.getitc.com/products/websites/">insurance website</a> survive machine-derived search rankings. By shifting to a topically-based search strategy, you can get greater visibility in Google. The more visibility you have in search results, the more your insurance website benefits. <br />
<br />
Have you tried a topically-based search strategy? Tell us how it went in the comments below.</span>urn:uuid:858Are You Using the Right Technology? - Agency Management BlogIs your insurance agency software meeting your needs? The right technology can affect your agency success. Try these tips to find the best technology for you.2015-12-15T07:51:49Z2024-03-19T05:52:04Z<img style="width: 250px; height: 166px; float: right; margin: 5px;" longdesc="The right technology can affect your agency success." alt="Gears" src="/images/blog/TheModernAgency/gears.jpg" />It’s not a matter of whether you should use technology. <a href="http://www.getitc.com/blog/management/2015/11/17/4-technologies-you-shouldnt-work-without">You absolutely should be</a>. The question is are you using the right technology? If your current insurance agency software systems aren’t meeting your needs, your workflows become burdened with frustration. <br />
<br />
The right technology for your agency won’t get in your way. It will be easy to use. You shouldn’t have to think too much about it or spend too much time doing unnecessary tasks.<br />
<br />
If your technology is old or not doing what you want it to do, it’s time to take a hard look at it. It may be time for a change. <br />
<br />
So how do you know if you’re using the right technology? Try these tips for evaluating your needs and available software to find the system that is right for you. <br />
<br />
<strong><em>Step 1: Determine Whether You Are Ready for a Change </em></strong><br />
<br />
I have downloaded several apps and software with the intention to improve my workflow, make myself more organized and become more efficient. For the first few days, I’m enthusiastic and using them. Eventually, I become overwhelmed and slide back into my old habits and workflows. <br />
<br />
Ask yourself: Will I put forth the effort to learn a new system? Or will I lose my enthusiasm and end up not using it as it is meant to be used? <br />
<br />
The right technology is only right if you use it. Anyone who buys a new system to improve her agency does so with the best intentions. But if you aren’t going to use it or are not ready for a change, you’re wasting money.<br />
<br />
<em><strong>Step 2: Determine Your Needs</strong> </em><br />
<br />
Identify one or two areas of your agency that need improvement. Then put a number to it so you can measure and determine the success of your efforts. What kind of improvements do you want to see? Getting an email address for every policy quoted? 10% more quote requests from your website? More policies sold for a specific carrier? Email follow up with every prospect?<br />
<br />
What problem are you trying to solve? Do you need a well-documented, repeatable process? Do you need more organization? Do you need more efficiency? Do you need to save time and/or money? <br />
<br />
<em><strong>Step 3: Identify Whether Current System is Capable</strong> </em><br />
<br />
Once you determine what you want to improve or solve, take a look at your current technology. Are you using the technology you have to its fullest potential? Is it able to do what you need? Is your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> designed to encourage quote requests? Do you have a system that can automatically follow up with every prospect? Does your <a href="http://www.getitc.com/!/comparative-rater">comparative rater</a> make it easy for your producers to quote the carriers you set as priority?<br />
<br />
<strong><em>Step 4: Search for Alternative Systems </em><br />
</strong><br />
If you’ve decided your current system isn’t able to do what you need it to, it’s time to look for one that can. Make a list of what you need your new system to do. In addition to making a list of features you want, here are some questions to consider. <br />
<br />
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;">What is my level of comfort with technology?</span></li>
<li><span style="line-height: 1.5em;">Do I need a simple or complex solution?</span></li>
<li><span style="line-height: 1.5em;">Do I like to figure things out on my own, be shown how to do everything or read instructions? </span></li>
</ul>
<br />
Once you have your list, start looking around. Search online. Ask other agents what they use. Cross off any technology that doesn’t meet your must-have list. Even if it has other features that would be nice to have, if it can’t meet your list of essentials, it’s not worth it. <br />
<br />
<em><strong>Step 5: Repeat</strong> </em><br />
<br />
Reviewing the technology your agency uses is not a one-and-done process. Just think about how much technology has changed in the last five years. Don’t expect to reach a point when you can sit back and not evaluate your technology needs. But this method can help you make sure you’re using the right insurance agency software. <br />
<br />
<strong><em>Conclusion </em><br />
</strong><br />
Technology changes at a rapid pace, and overtime your agency’s needs change too. A system that was right for you five or 10 years ago, may no longer be the best fit. The right technology for your agency is vital for your agency’s productivity and success. Take the time to periodically use this process to determine the right technology for your agency. <br />
<br />
<em>The Modern Agency is a monthly blog series in which we discuss various topics related to the success and growth of independent insurance agencies in the modern market.</em>urn:uuid:857The 411 on TurboRater’s New Required Fields Feature - Agency Rating BlogLearn about our comparative rater’s new required field feature and what that means for your independent insurance agency’s quoting workflow.2015-12-15T07:26:10Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/477843496.jpg" alt="Illustration" longdesc="TurboRater's new required fields feature" style="width: 250px; height: 167px; float: right; margin: 5px;" />Earlier this month, we released a new feature in our <a href="http://www.getitc.com/!/comparative-rating-system">comparative rating system</a> TurboRater. This feature dynamically determines which fields are required based on the carriers the agent has activated to rate. <br />
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We received many questions about this change shortly after the release. To help, here is some background information about the required fields feature in TurboRater. <br />
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<strong>For Insurance Carriers</strong> <br />
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It’s important for carriers to develop rates that are competitive yet profitable. To do this, carriers must forecast the cost of future claims. This is accomplished by analyzing many risk factors. Through this analysis, carriers are often able to identify a correlation between certain factors and loss potential. So on the surface, there are certain characteristics about an insured that would seem to have no relevance to whether or not they will incur a future loss. However, when looking closely at the data, a carrier is able to see certain factors can prove to be strong predictors. <br />
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For example, what does occupation have to do with the likelihood of being involved in an auto loss? Yet, there are several carriers that have developed models that show there is a direct correlation between the two. Therefore, based on these models, carriers include occupation as factor when developing their rates. Subsequently, they request their agents to supply occupation when requesting a quote. <br />
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<strong>The Other Side of the Coin</strong> <br />
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However, consumers may be reluctant to provide certain information when asking for a quote. Consumers don’t often understand how non-driving or property-related information can affect their insurance cost. <br />
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Plus, many consumers have privacy and security concerns about their personal information. These doubts and concerns can make it hard to get this information from your prospect. <br />
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<strong>Our Job</strong> <br />
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We’ve been doing <a href="http://www.getitc.com/products/rating/">comparative rating</a> for more than 30 years. I<a href="http://www.getitc.com/videos/2015/10/06/5-traits-of-a-great-comparative-rater">t is our job to simplify the process</a> of getting accurate quotes from multiple carriers. This is done by creating a standard set of questions for all of the companies the agent wants to obtain quotes from. <br />
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However, <a href="http://www.getitc.com/blog/rating/2015/11/12/who-decides-the-questions-used-in-a-comparative-rater-to-quote-a-risk">no two carriers are alike</a>. Some carriers only require the usual name, age, violations and car to provide an auto insurance quote. Others have fine-tuned their pricing to include information like industry, occupation and education level. If that additional information is not provided, the company may not return the best rate possible. <br />
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For this reason, we can dynamically require fields based on the carriers you quote. <br />
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In other words, a carrier may tell us that certain field(s) can have a major impact on their rates. The carrier will want to ensure its agents get that information. TurboRater will then require agents to complete the field(s) to rate that carrier. <br />
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We realize some agents may not want to work all these questions into their current quote workflow. To meet their needs, our comparative rater has a quote template feature. <br />
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With a quote template, you can set a default answer for questions in a quote. So, if you don’t want to ask a required question every time, you can set a default value using a quote template. It will then no longer be required to enter a value on every quote. <br />
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Of course at any time, you can override the default you have set. <a href="http://www.itcdataservices.com/support/CMPWFAQ/?f=20">(How to create a quote template in TurboRater.</a>) <br />
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<strong>A Final Thought</strong> <br />
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To all agents, we recommend you have a discussion with each of your carriers. <br />
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Learn about the information they require. Understand how that information helps them remain competitive and profitable. <br />
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You can then educate your clients on how providing a little more information can save them money. After all, that is why many consumers choose independent agents… to get the best coverage at the best price.urn:uuid:856How to Stick to Your Agency Marketing Budget - Agency Marketing BlogTis the season to work on your agency marketing plan and budget. These tips will help you stick to your agency marketing budget so you don’t overspend.2015-12-14T10:00:00Z2024-03-19T05:52:04Z<img style="width: 250px; height: 167px; float: right; margin: 5px;" longdesc="How you can stick to your insurance agency's marketing budget" alt="budget illustration" src="/images/blog/ThinkstockPhotos-488531208.jpg" />
<p>I remember the first time I put together a marketing budget. I did not feel ready for the task. I was overwhelmed at the thought of dictating how much my company at the time was going to spend. What if I forgot something? What if it cost more than I anticipated? <em>What if I was wrong?</em></p>
What I failed to realize that first time is a marketing budget, like a marketing plan, needs to be fluid. It's meant to be a guide, not a mandate. Sure, you want to stick to a budget. (After all, that is the point of having a budget.) But, you also need to be able to adapt your agency marketing budget as the year goes on.
<h2 class="subtitle">Setting a Budget</h2>
<p>To stick to a budget, you first need to create one. (If you already have a budget, skip down.) As you work on your agency marketing budget, remember that marketing is an investment in future growth. You may see some campaigns with quick results while other projects take more time.</p>
<span style="text-decoration: underline;">Create a Marketing Plan</span>
<p>Before you can create a budget, you first need to know what's in your agency marketing plan. Don't be intimidated. To create a marketing plan, you need to answer three questions: 1. Where is your agency now? 2. Where do you want to be a year from now? 3. How do you plan to get there? (<a href="/blog/marketing/2013/03/25/how-to-create-an-insurance-agency-marketing-plan">Read this post for more about how to create an insurance agency marketing plan.</a>)</p>
<span style="text-decoration: underline;">Put Numbers to It</span>
<p>Now that you know what you want to accomplish in the next 12 months, you can assign costs to each project or campaign. Put a number to every marketing tactic you would like to do. Use your past agency marketing efforts to estimate what you will spend on each line item.</p>
<p>After you have numbers for everything, prioritize your wish list. What items must you do? What projects or campaigns are necessary to maintaining your current operations and revenue? Then work your way down your list of projects.</p>
<p>It's not easy to assign specific amounts for each project. But, if you have exact numbers, you are more likely to stay within your budget. Plus, by forecasting each project’s budget, you will notice costs you wouldn't otherwise see. Uncovering these unforeseen costs will help you stay on track because you can now plan for them.</p>
<p>Your budget will help you prioritize your marketing projects and campaigns. This makes it easier to identify which projects to delay if it looks like you're going over your budget.</p>
<p>After you have completed it, decide if you're comfortable with the total. If the total is a little too high for you, you will need to look at what is on your list and make some choices. Identify the projects you are willing to postpone and cut them from your plan and budget.</p>
<h2 class="subtitle">Sticking to a Budget</h2>
<p>While I did say it needs to be fluid, it is also important to stick to your budget. Overspending by too much can have a negative impact on your agency. If you find it a challenge to stay within your agency marketing budget, here are some tips.</p>
<ol>
<li><strong>Break It Into Smaller Budgets</strong>
<p>Sure you can say you're going to spend 5% of revenue on marketing. But, that doesn't give you any idea exactly how you're spending that money.</p>
<p>Split your budget into smaller budgets. How much are you going to spend on your website? How much on local marketing, e.g., sponsorships, local events, etc.? How much on online advertising? How much on radio, TV or print advertising? How much on social media campaigns or contests?</p>
<p>These smaller budgets make it easier to track your marketing spend. They also give you an easy way to remove a project that isn't working for your agency.</p>
<p>For example, separate out online advertising from social media. Then, you'll have a clearer idea of your advertising spending. You'll be able to tell if it is getting out of control because it won't be hidden within the larger marketing budget.</p>
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<li><strong>Monitor Your Campaigns</strong>
<p>Just because you said you were going to spend $500 in online advertising a month, doesn't mean you did. Costs add up quick. It is easy, especially with online advertising, for you to spend more time and money than you planned.</p>
<p>But, if you monitor your campaigns, you have a better chance of stopping before you overspend. Make a point to check in on your projects regularly to track every cost that pops up. I like to include a section of my budget for actual costs that I update at least once a month.</p>
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<li><strong>Are You Spending What You Allotted?</strong>
<p>If you're spending more than you planned, why? Is it a result of project creep?</p>
<p>For example, too many design tweaks and versions to your insurance agency website. Or, was a campaign more successful than you anticipated so you decided to spend more money to extend the campaign?</p>
<p>In the latter scenario, I would be okay with spending more money as long as my results scaled with the cost. In the former scenario, I would look at what happened. Then I would decide if I need to cut something from my budget to make up for the overspending.</p>
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<li><strong>Remove Campaigns That Aren't Effective</strong>
<p>Sometimes a marketing campaign works, and sometimes it doesn't. When you track your marketing campaigns, you can adjust your plan and budget accordingly.</p>
<p>If you don't monitor your marketing activities, you could be overspending. Or worse, you could be wasting money. But, track your marketing, and you'll notice when you don't get the results you want. Then, you can stop that campaign and allocate that budget elsewhere.</p>
<p>For example, say you decided to spend $1,000 on pay-per-click advertising each month. After three months, you decide it's not generating enough leads to justify the cost. Surprise! You now have $9,000 to spend elsewhere in your marketing budget.</p>
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<li><strong>Include a Cushion</strong>
<p>I like to include a cushion in my marketing budget. This cushion gives me some room in case I go over budget in any area. It also gives me <g data-gr-id="128" id="128" class="gr_ gr_128 gr-alert gr_gramm undefined Grammar only-ins doubleReplace replaceWithoutSep">freedom</g> to try out new ideas or campaigns as they occur to me throughout the year.</p>
<p>The cushion doesn't need to be large. Just big enough to give you something to play with should you want to try out some new ideas mid-year.</p>
</li>
</ol>
<h2 class="subtitle">Remember</h2>
<p>No agency marketing budget is perfect. You can't control every factor. Sometimes you will spend more on a project or campaign than you anticipated. You can't always control it. These tips can help you stay on course so you don't spend more than you're comfortable with.</p>urn:uuid:8553 Easy SEO Tasks You Can Do Right Now to Increase Traffic - Agency Marketing BlogDon’t have time to spend on SEO for your insurance agency website? These 3 tasks are easy to do right now and can increase your insurance website traffic.2015-12-09T07:38:26Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/187539735.jpg" class="img-responsive" alt="SEO" longdesc="3 Easy SEO Tasks You Can Do Right Now to Increase Traffic" style="width: 250px; height: 167px; float: right; margin: 5px;" />You got an <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> to help bring in more leads and grow your agency. <a href="http://www.getitc.com/blog/marketing/2015/10/21/goodbye-skeuomorphism-hello-flat-and-material-design">It looks great</a> and is live on the Internet. But, it’s not attracting the visitors or leads you expected. <br />
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Sound familiar? You might need to work on optimizing your insurance website for the search engines. “But I don’t have the time,” I hear so many agents say. I get it. You have a business to run and clients to take care of. <br />
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Don’t be overwhelmed. You can do these three quick and easy SEO items today. Plus, they can <a href="http://www.getitc.com/blog/marketing/2014/11/10/how-do-i-get-more-traffic-to-my-insurance-agency-website">boost your insurance agency website traffic</a>.<br />
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<ol>
<li><span style="line-height: 1.5em;"><strong>Page Titles </strong></span><span style="line-height: 1.5em;"><br />
Your insurance website’s page titles are the most important on-page SEO item. Page titles are the clickable phrase that appears for your website in the results. They help the searcher decide if she should click on your website instead of the others listed. </span><span style="line-height: 1.5em;"><br />
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<img src="/images/blog/Screenshots/Page%20titles.jpg" alt="Page Titles" class="img-responsive" /><br />
When you are creating titles for each page, there are a couple things to keep in mind. </span><span style="line-height: 1.5em;"><br />
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First, limit it to <strong>50 characters</strong> to ensure search engines display your entire title. Keep in mind that spaces and punctuation are characters too. To manage your character count, you can use an online tool such as <a target="blank" href="http://www.charactercountonline.com/">www.charactercountonline.com</a>. Or if you have Microsoft Word, use the word count tool. </span><span style="line-height: 1.5em;"><br />
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Second, for ultimate search ranking performance, place your main keyword phrase at the beginning of the title. </span></li>
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<li><span style="line-height: 1.5em;"><strong>Page Description (Also Known as Meta Description) </strong></span><span style="line-height: 1.5em;"><br />
The page description is another piece of information to describe a</span> webpage<span style="line-height: 1.5em;">. Like your title tag, your description is not visible on the </span>webpage<span style="line-height: 1.5em;"> itself. But, search engines display it in the search results. <br />
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<img src="/images/blog/Screenshots/page%20description.jpg" alt="Page Description" class="img-responsive" /><br />
Search engines no longer consider your page description when determining search results. However, this is another opportunity to drive relevant visitors and leads to your insurance agency website. Stay under <strong>150 characters</strong>. Be sure to convey your unique selling proposition and call to action when creating your page descriptions. If you go beyond the 150 character limit, the search engines will truncate your text.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Page Specific Keywords </strong></span><span style="line-height: 1.5em;"><br />
<a href="http://www.getitc.com/blog/marketing/2015/05/15/long-tail-keywords-what-are-they-good-for">SEO keywords are the phrases in your content</a> that make it possible for people to find your insurance website using search engines. While keywords do not hold the same ranking importance they used to, they are still an important part of SEO. After all, people search the Internet using keywords. </span><span style="line-height: 1.5em;"><br />
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The placement of your keywords matters more than the frequency. For example, <em>car insurance</em> in your page title and header matters more than repeating it throughout your body copy. </span><span style="line-height: 1.5em;"><br />
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Google breaks down your insurance agency website into key areas. Meta information and headers take top priority. </span>Side bars<span style="line-height: 1.5em;"> and footers are the last priority. </span></li>
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<strong>Doing It in Insurance Website Builder</strong><br />
For <a href="http://www.getitc.com/products/websites/">Insurance Website Builder</a> customers, here’s how you can change or add these three elements:<br />
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<li><span style="line-height: 1.5em;">Log in to the <a href="http://www.insurancewebsitebuilder.com/admin/">Insurance Website Builder admin console</a>. </span></li>
<li><span style="line-height: 1.5em;">Under Content & Design in the top navigation, select <em>Site Content Editor</em>.</span></li>
<li><span style="line-height: 1.5em;">From the drop down titled <em>Please Select a Page to Modify</em>, choose the page you wish to work on. For example, home page, auto insurance, life insurance, etc.<br />
a. </span><span style="line-height: 1.5em;">If you have not made any edits to the page, you will have to switch from default to custom. You can find it under the page selection to the right of <em>Content Type</em>.</span></li>
<li><span style="line-height: 1.5em;">This will activate the content editing box under the <em>Page Content and Advanced SEO Settings</em> tabs. </span></li>
<li><span style="line-height: 1.5em;">Click on the <em>Advanced SEO Settings</em> tab. <br />
a. </span><span style="line-height: 1.5em;">Here you will find a field for your page title, page description and keywords.</span></li>
<li><span style="line-height: 1.5em;">Enter your information in these fields and click <em>Save Advanced SEO Settings</em>.</span></li>
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<strong>Remember</strong><br />
It’s best to implement these three tasks on your website’s most important pages. Think about your home page, about us page, and lines of business pages. Remember these changes will not be instantly visible within the search results. Google, Bing and DuckDuckGo, however, will update your information automatically.<br />
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If you want more information about SEO, <a href="http://www.getitc.com/blog/tag/seo/">check out our other SEO blog posts</a>.urn:uuid:853ACORD Forms Update (November 2015) - Agency Management BlogA list of ACORD forms that were updated in InsurancePro and TurboRater in November 2015.2015-12-08T07:37:06Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro and our comparative rating system TurboRater.<br />
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<h2 class="subtitle"><strong>New Forms</strong></h2>
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951e 2015/12 - 1035 Exchange/Rollover/Transfer eForm<br />
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760 MN 2015/12 - Minnesota Notice Regarding Replacement<br />
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<h2 class="subtitle"><strong>Forms with New Revision Dates</strong></h2>
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610 2015/12 replaces 2009/04 - Premium Payment Supplement<br />
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759 2015/12 replaces 2007/03 - Important Notice Regarding Replacement – Model Regulation States<br />
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<h2 class="subtitle"><strong>Corrections or Modifications to Existing Forms</strong></h2>
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7 2009/05 - Aviation Injured Schedule<br />
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90 NC 2015/12 - North Carolina Personal Auto Application<br />
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90 WI 2015/12 - Wisconsin Personal Auto Application<br />
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175 FL 3/97 - Florida Workers Compensation Monthly Change Sheet<br />
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<h2 class="subtitle"><strong>Withdrawn Forms</strong></h2>
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759 HI 2007/03 - Hawaii Important Notice Regarding Replacement<br />
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759 MD 2005/06 - Maryland Important Notice Regarding Replacement<br />
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759 TX 2008/02 - Texas Important Notice: Replacement of Life Insurance or Annuities<br />
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760 NY 2007/03 - New York Important Notice Regarding Replacement or Change of Life Insurance Policies or Annuity Contracts<br />
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775 NY 2007/03 - New York Disclosure Statement Regarding Replacement of Life Insurance Policies or Annuity Contracts<br />
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776 NY 2007/03 - New York Definition of Replacementurn:uuid:852How to Make Your Insurance Agency Website More Effective - Agency Marketing BlogIs your insurance website effective? Does it make doing business with you easy? Learn five ways you can make your insurance agency website more effective.2015-12-07T08:05:03Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/467917927.jpg" alt="Website design" longdesc="How to Make Your Insurance Agency Website More Effective" style="width: 250px; height: 167px; float: right; margin: 5px;" />Having an <a href="http://www.getitc.com/products/websites">online presence</a> is a necessity for running a successful insurance agency. Since everyone has a website nowadays, the challenge is standing out from the crowd.<br />
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As the center of your marketing efforts, it’s important for your insurance website to not only look good but be effective. Does it communicate who you are? Is it easy to find information? Does it make doing business with you easier?<br />
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To help, I’ve compiled a list of five techniques you can use to improve the effectiveness of your <a href="http://www.getitc.com/products/websites/">insurance agency website</a>.<br />
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<li><span style="line-height: 1.5em;"><strong>Use Eye Catching Photos and Graphics </strong></span><span style="line-height: 1.5em;"><br />
There are a lot of options for the design and color scheme of your insurance website design. For a modern feel, use a single, color photo as the whole background of your insurance agency website. </span><span style="line-height: 1.5em;"><br />
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<img src="/images/blog/Screenshots/P08Method.jpg" alt="Method website" longdesc="1. Use Eye Catching Photos and Graphics" class="img-responsive" style="width: 450px;" /></span><span style="line-height: 1.5em;"><br />
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Or perhaps you prefer a sleek, professional look. If that’s you choose muted colors.</span><span style="line-height: 1.5em;"><br />
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<img src="/images/blog/Screenshots/P05Fallbrook.jpg" alt="Fallbrook website" longdesc="1. Use Eye Catching Photos and Graphics" class="img-responsive" style="width: 450px;" /><br />
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Whatever your style, the use of graphics can help you stand out. Keep your design clean and simple so your images pop out to the eye better and </span><a href="http://www.getitc.com/blog/marketing/2015/10/28/7-steps-to-optimizing-images-for-seo#.VmBecbgrKUk" style="line-height: 1.5em; background-color: #ffffff;">always optimize them for SEO</a><span style="line-height: 1.5em;">.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Break Up the Text on Your Website </strong></span><span style="line-height: 1.5em;"><br />
Nobody wants to read a wall of text. It’s best to break up your content into readable chunks. Use lists, videos, photos or infographics to do this on your insurance agency website. These items will help spice up your page as a whole and make it easier for the human eye to follow. </span></li>
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<img src="/images/blog/Screenshots/U01SimpsonFG.jpg" alt="Simpson website" class="img-responsive" style="width: 450px;" /><br />
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<li><span style="line-height: 1.5em;"><strong>Make Your Website Useful for Your Clients </strong></span><span style="line-height: 1.5em;"><br />
Your insurance website should be more than an online business card. Your website will be more effective if it is useful for your clients. Adding payment options and claims will enhance your visitor’s online experience. These features on your website will also increase your client retention.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Keep Your Quote Forms Short </strong></span><span style="line-height: 1.5em;"><br />
The longer your quote form, the more leads you’ll lose. </span><a href="http://www.getitc.com/blog/marketing/2014/04/29/the-long-or-short-form-debate"><span style="line-height: 1.5em;">Long forms can give you a </span><g class="gr_ gr_57 gr-alert gr_spell undefined ContextualSpelling multiReplace" id="57" data-gr-id="57">better qualified</g><span style="line-height: 1.5em;"> lead but at a cost</span></a><span style="line-height: 1.5em;">. They are less work for you, but they also scare people away. Keep your forms short. They shouldn’t take longer than a few moments to complete and submit. Ask for only the most basic information you need to start a quote. Then, follow up by phone for the rest of the information.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Optimize Your Insurance Website for Mobile Users </strong></span><span style="line-height: 1.5em;"><br />
Whether you choose a responsive design or a custom mobile version, you need a <a href="http://www.getitc.com/products/websites/features/mobile/device-support">mobile-friendly website</a>. More consumers are searching for insurance from smaller, handheld devices. Not having a user-friendly website minimizes your opportunities and alienates this source of traffic.<br />
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<em>Responsive design</em><br />
<img src="/images/blog/Screenshots/Del%20Mar.jpg" alt="Del Mar" longdesc="responsive website " class="img-responsive" style="width: 400px;" /><br />
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<em>Custom mobile design</em><br />
<img src="/images/blog/Screenshots/Elite%20Insurance.jpg" class="img-responsive" alt="Elite Insurance " style="width: 400px;" /><em> </em></span></li>
</ol>
An insurance agency website can do wonders for your relationships. Try these five tips to make sure you website is as effective as it can be. <br />
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<em>What other elements do you think makes an effective <a href="http://www.getitc.com/!/insurance-website-designs">insurance website design</a>? Let me know in the comments section below.</em>urn:uuid:851Why is My Insurance Website Not on the First Page of Google? - Agency Marketing BlogThere are many reasons why your insurance agency website isn’t on the first page of Google. Here are four common mistakes that can keep you off page one.2015-12-02T07:42:49Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/464186219.jpg" alt="SEO Idea chart" longdesc="Reasons why your insurance website not on the first page of Google" style="width: 250px; height: 178px; float: right; margin: 5px;" />This is the million dollar question. <br />
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Every insurance agency with a <a href="http://www.getitc.com/solutions/agency_marketing/">digital marketing strategy</a> wants to be on page one of Google. Think about the number of insurance agencies within the city limits of your office. They all want to be on page one, too. <br />
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A search on Google gives you 10 organic listings. If you add in a max of three local listings, that’s a total of 13 spaces that you could rank in. Add a few paid listings, and you have 16 listings in the main left column of a search result. That’s 16 listings out of hundreds of agencies that want those coveted spaces. <br />
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If your <a href="http://www.getitc.com/!/insurance-website">insurance website</a> isn’t listed on page one, there could be a ton of reasons why. Below I’ve listed four main reasons why your website may not be on page one.<br />
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<ol>
<li><span style="line-height: 1.5em;"><strong>You Didn’t Do Any On-Site Optimization</strong> </span><span style="line-height: 1.5em;"><br />
Your insurance agency website needs to be friendly for the bots that crawl it. This includes optimizing your pages with <a href="http://www.getitc.com/blog/marketing/2015/10/28/7-steps-to-optimizing-images-for-seo#.VktZXHarSUk">title tags</a>. Also, each line of business you want to rank on Google should have its own page of unique content with H1 and H2 tags. Why should they rank you higher if your pages aren’t set up using their best practices? Why should they rank you higher if the bots can’t access certain pages? If you want to rank on the first page, you have to play by Google’s rules.</span></li>
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<li><span style="line-height: 1.5em;"><strong>You Have NAP Irregularities </strong></span><span style="line-height: 1.5em;"><br />
NAP (name,address and phone) is one of the most important signals for your local listings on Google. Your agency name, address and phone number needs to be exactly the same on every Internet listing. There are plenty of business listing websites. You can get a listing on Yelp, Yellow Pages and Citysearch. Some of these websites will generate a listing automatically for you by scraping your site. Those are the listings that will often have irregularities. Claim and edit these listings or remove them if they are duplicates.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Your Online Reviews Are Non-Existent</strong> </span><span style="line-height: 1.5em;"><br />
Continuing on with business listing websites… Many of them will let you collect reviews about your agency. Reviews are another strong signal that Google should rank your website higher. It’s important to <a href="http://www.getitc.com/blog/marketing/2015/04/06/the-easiest-way-to-get-online-reviews#.Vkzy_3arSUk">gather these reviews organically</a> without offering any incentives. If you do offer incentives, it can hurt you if you’re caught. Instead, be consistent about asking clients for reviews, and they will come. </span></li>
<br />
<li><strong style="line-height: 1.5em;">Your Content is Old </strong><span style="line-height: 1.5em;"><br />
Publishing unique content consistently on your website shows Google you care about being of value to consumers. Google’s goal is to match the search query with the most relevant page to the query. There are several factors that go into what makes a page most relevant. But, <a href="http://www.getitc.com/blog/marketing/2014/06/02/when-is-your-insurance-website-finished#.VkzyvHarSUkC">content is one of the biggest factors</a>. Write unique content that addresses questions clients tend to ask. You can use the blog on your insurance website or landings pages to publish your content. Creating a FAQ<span style="line-height: 1.5em;"> blog series is also a great way to capture long tail keyword questions.</span></span></li>
</ol>
<br />
These are just four reasons your insurance agency website might not be ranking well on Google. The SEO puzzle is much larger, though. It often requires professional assistance. We can help. <br />
<br />
<a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/">Our SEO services</a> for insurance agencies can increase your online visibility. <a href="http://www.getitc.com/solutions/agency_marketing/consultation/">Request a free consultation</a> to learn more about how we use the four above tactics and more to get you more traffic. urn:uuid:850Operation Agency Success: Employee Buy In - ITC VideosAre you thinking about getting a new comparative rater, insurance website or agency management system? Ask your employees for their opinions.2015-12-01T08:00:00Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/147390163?portrait=0&color=ff9933&camp;autoplay=1"><noframes><img alt="" src="/images/blog/OAS/OAS_image_02022015.jpg"></noframes></iframe>
<br />
<br />
Have you asked your employees what they think of your insurance agency website? Ask them what your clients think. Have you asked your employees about your comparative rater or agency management system? Getting your employees' buy in on these technology decisions can make your employees happier and your agency better. ITC President <a href="http://www.twitter.com/lrixford">Laird Rixford</a> explains.<br />
<br />
<h2 class="subtitle">Other Articles</h2>
<br />
<a href="http://www.getitc.com/blog/rating/2015/11/10/this-is-the-way-laird-rixford">This is the Way: Laird Rixford</a><br />
<a href="http://www.getitc.com/blog/rating/2015/11/19/cost-price-value">Cost - Price = Value</a><br />
<a href="http://www.getitc.com/blog/rating/2014/02/04/why-standardized-processes-are-important-for-insurance-agencies">Why Standardized Processes are Important for Insurance Agencies</a>urn:uuid:849Heat Up Your Content With These 10 Blogging Ideas for December - Agency Marketing Blog10 ideas to keep the content on your insurance agency website and in your newsletter toasty and provide value to your clients.2015-11-30T07:38:32Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/492225316.jpg" alt="winter fireplace composition" longdesc="Insurance agency blog and newsletter ideas for December" style="width: 250px; height: 167px; float: right; margin: 5px;" />‘Tis the season for staying toasty by the fireplace. Keeping your agency’s <a href="http://www.getitc.com/solutions/agency_marketing/content_services/">content sizzling hot can capture the attention of clients and prospects</a>. In case you indulge in too much egg nog, here are 10 ideas. Use them on your insurance website blog or in your email newsletter this December.<br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><strong>Hanukkah (December 6)</strong>: Plenty of people celebrate the eight-day festival of lights. Here’s your opportunity to make their holiday shine that much brighter. Share your favorite Hanukkah recipes, games, </span>decorations<span style="line-height: 1.5em;"> and pastimes. This way your clients can incorporate them into their own celebrations.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Road Trip Safety</strong>: Holiday road trips come with unique risks. Many of which pertain to winter weather conditions. Write about vehicle prep and road conditions. Your clients can then drive with more confidence.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Poinsettia Day (December 12)</strong>: Many people don’t think twice about decorating their homes with poinsettias. However, these beautiful flowers are poisonous to pets. Help your clients protect their furry friends during the holidays. Write about their toxicity and treatment options in case a pet eats a poinsettia.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Indoor Activities</strong>: Families spend more time indoors during winter and are in need of ways to stay entertained. List some ideas for activities besides Netflix binging.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Holiday Recipes</strong>: Delectable meals signify the holidays for many. Share some of your favorite recipes so your clients can enjoy them as well.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Christmas (December 25)</strong>: Before enjoying the holiday with your own family, spread some holiday cheer. Whether it’s a<em> Merry Christmas</em> social media post, email or blog post, your </span><g class="gr_ gr_99 gr-alert gr_gramm undefined Grammar multiReplace" id="99" data-gr-id="99">well</g><span style="line-height: 1.5em;"> wishes show you care.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Resolutions</strong>: Lots of people have trouble sticking to their New Year’s resolutions. Have you had success in the past? Offer some tips to help your clients keep up with their goals.</span></li>
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<li><span style="line-height: 1.5em;"><strong>New Year’s Eve (December 31)</strong>: The countdown to next year is often toasted with copious amounts of champagne. This means lots of impaired drivers on the road. Remind your clients to drive safely. Also, share alternatives to drunk driving: calling a cab, selecting a designated driver or using a service like Uber.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Travel Insurance</strong>: This is a popular time of year to travel. People are visiting family or taking a trip to seek warmer weather. Write about how travel insurance can benefit your clients in a variety of travel scenarios.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Office Party Ideas</strong>: Holiday parties at work can be tough to plan. Oftentimes, people are stressed due to personal obligations. An office party can add to that stress. List some ideas that your clients can use at their companies to plan a party that everyone can enjoy.</span></li>
</ol>
What are you waiting for? Start writing some new content while the fresh ideas are buzzing around in your head! <br />
<br />
<em>If you enjoy these posts or have more topic ideas, share it in the comments section below.</em>urn:uuid:848This is the Way: Don Hobdy Jr. - Agency Rating BlogITC Vice President of Sales Don Hobdy Jr. thrives on challenge. This is the way he manages those challenges every day.2015-11-24T08:21:35Z2024-03-19T05:52:04Z<blockquote><img src="/images/blog/ThisistheWay/DonHobdy/This-is-the-Way.jpg" style="width: 600px; height: 600px; vertical-align: middle; margin-bottom: 10px;" alt="This is the Way I Work: Don Hobdy Jr." longdesc="This is the Way I Work: Don Hobdy Jr." /><br />
</blockquote>
When ITC enters a new state market with our <a href="http://www.getitc.com/!/comparative-rating-system">comparative rating system</a>, it takes work to get agents and carriers to know ITC and our commitment to helping our customers succeed. It is a challenge, and challenges like increasing brand awareness are what Don Hobdy Jr. loves about his job. <br />
<br />
Whether in the entertainment industry, as an independent insurance agent or now as ITC’s vice president of sales, Don Hobdy Jr. thrives in the development of ideas and solutions for various challenges. This love of challenges is what drew him to ITC. <br />
<br />
Before as an agent, Don was helping one agency succeed. Now he gets to help many agencies succeed. I spoke with Don about how he manages the challenges he faces every day. This is the way Don works.<br />
<br />
<><><> <br />
<br />
<strong>One word that describes how you like to work: </strong>Consistency<br />
<br />
<strong>Current mobile device: </strong>LG G4<br />
<br />
<strong>Current computer: </strong>Lenovo Yoga (work) MacBook (personal)<br />
<br />
<strong>Project(s) you’re currently working on:</strong> I’m currently consulting multiple organizations to adjust workflows for their customer facing employees.<br />
<br />
<strong>Accomplishments you’re proud of: </strong>Increasing ITC’s brand recognition (One member of my sales team has hit goal every month but one so far this year)<br />
<br />
<strong>What are your goals for the next 12 months: </strong>Increase ITC’s brand recognition <br />
<br />
<strong>Aside from your phone and computer, what gadget can’t you live without and why? </strong><br />
<br />
Corkscrew…<br />
<br />
<strong>What technology, apps or tools can’t you live without? </strong><br />
<br />
One Note <br />
<br />
<strong>Describe your workspace.</strong><br />
<br />
Frenetic <br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
I use One Note<br />
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<strong>What do you do when you finish a project? </strong><br />
<br />
Continue on to the next one currently in motion<br />
<br />
<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
Take time to prepare<br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
I take 30 minutes every day to focus on what I’m trying to accomplish for the day, this means no calls and no emails<br />
<br />
<strong>What do you listen to while working? </strong><br />
<br />
Usually nothing, I’m on the phone or listening to a call<br />
<br />
<strong>What are you currently reading? </strong><br />
<br />
<em>Dirty Little Secrets</em> by Sharon Drew Morgen and <em>Customers for Life </em>by Carl Sewel<br />
<br />
<strong>How do you decompress? </strong><br />
<br />
See corkscrew<br />
<br />
<img longdesc="Don Hobdy Jr. with his family" alt="Don with his family" style="vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" src="/images/blog/ThisistheWay/DonHobdy/Don4_2.jpg" /><br />
<br />
<strong>What’s your sleep routine like? </strong><br />
<br />
In by 12 out by 5 <br />
<br />
<strong>Who are your business idols and why? </strong><br />
<br />
I don’t have any idols per se, but there are people I respect and others I admire. Warren Buffett- Humble, intelligent, & consistent. He examined the people and not just the numbers. Dr. Donald O. Clifton, the father of strength-based psychology. <br />
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<strong>What is the best advice you’ve ever received? </strong><br />
<br />
Accept responsibility for every error and share credit for every success. <br />
<strong><br />
What would you be doing if you weren’t vice president of sales at ITC? </strong><br />
<br />
Running a large insurance agency or working in the film or television industry. <br />
<br />
<strong>Who would you like to see in a future How I Work post? </strong><br />
<br />
<a href="https://twitter.com/GRobertson44">George Robertson.</a> Andy Jordan from Gainsco.<br />
<br />
<em>The </em>This is the Way <em>blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://www.twitter.com/InsTechCorp">Tweet us</a> or leave it in the comments below.</em>urn:uuid:847How the Shakeup of Google+ Affects Your Insurance Agency Website - Agency Marketing BlogGoogle+ has made some changes recently. Here’s what you need to do to help your insurance website in local search results.2015-11-23T07:33:30Z2024-03-19T05:52:04Z<img style="width: 250px; height: 147px; float: right; margin: 5px;" alt="Google map pin" src="/images/blog/Thinkstock/451169621.jpg" />Your agency’s Google+ page was a great way to improve your local search rankings. <a href="http://www.getitc.com/blog/marketing/2014/06/18/11-ways-to-get-the-most-out-of-your-google-page#.Vk4_KHarSHs">We blogged about it before</a>. <br />
<br />
Last week, <a href="https://googleblog.blogspot.com/2015/11/introducing-new-google.html">Google announced a redesign</a> to its social networking website. Some of these updates have gutted many local search capabilities associated with Google+. While these changes are inconvenient, they don’t have to spell doom for your agency marketing efforts. <br />
<br />
I’ve outlined some steps below you can take to <a href="http://www.getitc.com/blog/marketing/2015/08/26/how-googles-local-search-display-changes-impact-your-insurance-website-marketing-strategy">get your local search marketing strategy</a> back on track.<br />
<h2 class="subtitle"><strong>What’s Changed?</strong></h2>
Google+ has revamped the focus almost exclusively on its Collections and Communities features. The platform is now more of a topical- and discussion-based social network. If you look at a <a href="https://plus.google.com/103897403017603136571">Google+ business page</a> today, you’ll notice information like hours, reviews and <g data-gr-id="85" id="85" class="gr_ gr_85 gr-alert gr_gramm undefined Grammar only-ins doubleReplace replaceWithoutSep">location</g> map is gone. <br />
<h2 class="subtitle"><strong>Should I Continue to Update My Google+ Business Page?</strong></h2>
Yes. It’s still worthwhile to share blog posts to your Google+ business page. These posts can help build brand engagement, which can benefit your agency. Google+ posts also get indexed. This means the blog posts you share can appear in Google search results more quickly.<br />
<h2 class="subtitle"><strong>What About Everything That Was Removed From Google+?</strong></h2>
Yes, this information is no longer viewable through Google+. But, Google still takes reviews, office hours and location data seriously when ranking your insurance agency website in local search results. So, you’ll have to use the following resources to manage that information.<br />
<h2 class="subtitle"><strong>Manage Your Agency’s Information Through Google My Business</strong></h2>
Your <a href="http://www.google.com/business/">Google My Business portal</a> is vital for managing your local search presence. Be sure to create a listing for each of your agency’s locations. Add your agency logo, office hours and description of services to each listing. Also, check that your <a href="http://www.getitc.com/blog/marketing/2014/11/21/get-the-4-1-1-on-why-nap-is-important-for-your-insurance-website">business name, office address, phone number and website</a> are correct.<br />
<br />
Remember to verify each listing. This short process will ensure the listing appears in both Google Maps and Google local search results. It will also keep your listing from getting deleted.<br />
<h2 class="subtitle"><strong>Use the Google Knowledge Graph or Google Maps to Gather Reviews</strong></h2>
There are now two places for people to review your agency on Google. The first is the Knowledge Graph, which works better for consumers on mobile devices. The second is Google Maps. Here’s how to direct your clients to each.<br />
<img style="width: 700px; height: 335px;" alt="Knowledge Graph" src="/images/blog/Screenshots/knowledge%20graph.jpg" /><br />
<br />
<strong>Google Knowledge Graph</strong><br />
<ol>
<li><span style="line-height: 1.5em;">Go to <a href="http://www.google.com/">www.google.com</a>. NOTE: IF you already have a Google+ business page, use <a href="https://www.grade.us/home/labs/google-review-link-generator">this tool</a> instead, and then skip to Step 4.</span></li>
<li><span style="line-height: 1.5em;">In the search bar, type your agency name and the city and state of your office location. Hit <em>Enter</em>.</span></li>
<li><span style="line-height: 1.5em;">You should see a knowledge panel with your business information to the right of the search results. (If you don’t see this panel, try the Google Maps method listed below.) A <em>Write a Review</em> button is toward the bottom of that panel.</span></li>
<li><span style="line-height: 1.5em;">Copy the entire URL of the search results page, and paste it in a <a href="https://goo.gl/">URL shortening tool</a>.</span></li>
<li><span style="line-height: 1.5em;">Use the shortened URL on your <a href="http://www.getitc.com/!/insurance-website">insurance website</a> wherever you ask for reviews.</span></li>
<li><span style="line-height: 1.5em;">Repeat this process for any other office locations you have.</span></li>
<li><span style="line-height: 1.5em;">If you have multiple offices, be sure to specify which office each link goes to.</span></li>
</ol>
<div><br />
</div>
<div><img style="width: 700px; height: 539px;" alt="Google Maps" src="/images/blog/Screenshots/ITC%20Google%20Maps.jpg" /><br />
</div>
<strong>Google Maps</strong><br />
<ol>
<li><span style="line-height: 1.5em;">Go to <a href="http://www.google.com/maps">www.google.com/maps</a>.</span></li>
<li><span style="line-height: 1.5em;">In the search bar, type your agency name and office address. Hit <em>Enter</em>.</span></li>
<li><span style="line-height: 1.5em;">If the Google My Business listing is verified, you should see a business information panel to the left of the map. (If you don’t see this immediately, click on the business name text next to the map pin.) The blue <em>Write a Review</em> link will be near the bottom of the panel.</span></li>
<li><span style="line-height: 1.5em;">Copy the entire URL, which will be long, and paste it in a <a href="https://goo.gl/">URL shortening tool</a>.</span></li>
<li><span style="line-height: 1.5em;">Use the shortened URL on your insurance agency website wherever you <a href="http://www.getitc.com/blog/marketing/2015/04/06/the-easiest-way-to-get-online-reviews">ask for reviews</a>.</span></li>
<li><span style="line-height: 1.5em;">Repeat this process for any other office locations you have.</span></li>
<li><span style="line-height: 1.5em;">If you have multiple offices, be sure to specify which office listing each link goes to.</span></li>
</ol>
It may now take a little more effort to manage your agency’s local search presence through Google. But, the extra work is definitely worthwhile to grow your agency’s online visibility.<br />
<br />
Do you have a question about these changes? Leave it in the comments section below. urn:uuid:846Masters of Marketing -- Combining Paid Search and SEO in Your Agency Marketing Strategy - Agency Marketing BlogThe slides and recording of the November 19, 2015 Masters of Marketing webinar.2015-11-19T13:27:17Z2024-03-19T05:52:04ZGetting your insurance agency website to appear in search engine results can boost both traffic to the website and your agency’s revenue. There are two ways to get your insurance agency website to appear in search results — through paid search advertising or search engine optimization (SEO). <br />
<br />
In today’s Masters of Marketing Webinar, I covered the advantages of using both of these tactics simultaneously. I also went over my 4 step process for combining paid search and SEO in an agency website marketing strategy. If you missed it, you can <a href="https://attendee.gotowebinar.com/recording/1605325830138001922">watch the recording here</a> or review the slides below.<br />
<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/key/xOF66pAYacDcr3" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
<div style="margin-bottom: 5px;"><br />
</div>
Note: This webinar does not cover detailed setup for paid search or SEO campaigns. To learn more about those topics, please check out these resources:<br />
<br />
<ul>
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;"><a href="https://support.google.com/adwords/?hl=en#topic=3119071">Google AdWords Help Center</a></span></li>
<li><span style="line-height: 1.5em;"><a href="http://help.bingads.microsoft.com/apex/index/3/en-us/51093/">Getting Started With Bing Ads</a></span></li>
<li><span style="line-height: 1.5em;"><a href="https://moz.com/beginners-guide-to-seo">The Beginner’s Guide to SEO from Moz</a></span></li>
</ul>
<br />
Join us for the next Masters of Marketing webinar on Thursday, December 17th at 12 pm CST (1 pm EST, 11 am. MST, 10 am PST). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg</ul>urn:uuid:845Cost – Price = Value - Agency Rating BlogAre you selling based on price, cost or value? If you want to retain your clients long term, you need to focus on showing value.2015-11-19T07:36:44Z2024-03-19T05:52:04Z<img src="/images/blog/100984688.jpg" alt="black friday" longdesc="Are you selling based on price, cost or value? If you want to retain your clients long term, you need to focus on showing value." style="width: 250px; height: 312px; float: right; margin: 5px;" />We are fast approaching another Black Friday. The shopping day where people turn into predatory hunters searching for the best deals. But are they searching for the best price, cost or value? There is a difference. <br />
<br />
Insurance prospects will contact an agency (or three or four) searching for the best price. They are conditioned to think of personal lines insurance as a commodity. It's not, and you don't have to sell it that way. <br />
<br />
If they buy from you, and the decision is based primarily on price then you <strong>rented </strong>a customer. They will come to you for a dollar and leave you for a dollar. If they purchased based on the value of your product or service, then you <strong>own </strong>that client. (There are ways to maximize sales for a business model centered on renting customers.) <br />
<br />
Price is what the prospect pays now. It's the tangible number for the insurance. The visible out of pocket expense. <br />
<br />
Cost is what they pay later. It's the money or time spent over time. It's the lengthy process to make a policy change or the bad claims services. <br />
<br />
However, value is a little bit of both. Value is the visible cost at the time of purchase. <br />
<br />
If long-term retention is your goal, then showing value should be your goal. Notice I said show value, not sell. <br />
As a sales person, your job is less about selling and more about getting the prospect comfortable with buying. <br />
<blockquote style="color: #20b0b9; margin: 20px; width: 95%; display: block; font-size: 24px; font-style: italic; text-align: center;">"If they can see the value, then you don't need to sell. You are just helping them buy."</blockquote>
Show them the value of your agency, in the insurance product, and, most importantly, you. If they can see the value, then you don't need to sell. You are just helping them buy.<br />
<br />
When you are at the electronics store at 5:00 a.m. on Black Friday, take a moment to consider. Is this just a good price or is it really a good value?urn:uuid:844Best and Worst Colors for Conversion-Centered CTA Buttons - Agency Marketing BlogShould your call to action be red or blue on your insurance agency website? Learn which colors work best for converting traffic on your insurance website.2015-11-18T07:57:27Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/491205057.jpg" alt="red chair standing out from crowd of black chairs" longdesc="Best and Worst Colors for Conversion-Centered CTA Buttons for your insurance agency website" style="width: 250px; height: 167px; float: right; margin: 5px;" />In a previous blog post, <a href="http://www.getitc.com/blog/marketing/2014/07/02/not-getting-many-quote-requests-from-your-insurance-website#.VkYkoberRpg">I talked about <g class="gr_ gr_35 gr-alert gr_gramm undefined Grammar only-ins replaceWithoutSep" id="35" data-gr-id="35">how</g> <g class="gr_ gr_36 gr-alert gr_gramm undefined Grammar only-ins doubleReplace replaceWithoutSep" id="36" data-gr-id="36">call</g> to actions (CTAs) can help you get more quotes on your website</a>. I went over the design, <g class="gr_ gr_34 gr-alert gr_gramm undefined Punctuation only-ins replaceWithoutSep" id="34" data-gr-id="34">visibility</g> and location. But I didn’t specify which colors can hinder or help the performance of your CTAs. <br />
<br />
Which colors are best at converting visitors into leads on your <a href="http://www.getitc.com/!/insurance-website">insurance website</a>? Which ones are worst? Keep reading. <br />
<br />
<strong>CTA Colors with the Most Conversions</strong><br />
<ol>
<li><span style="line-height: 1.5em;">Red – Red often directs you to stop or acts as a warning. Studies show red CTA buttons actively invoke the user to do something. It also creates a sense of urgency. If your CTA says <em>Buy Now!</em> or <em>Get a Quote!</em> and want your visitor to take action now, red is your color.</span></li>
<br />
<li><span style="line-height: 1.5em;">Green - Just like how red means stop, green means go. The same thought can apply to CTA buttons. Usually, the color green is used on websites related to the environment or psychology. On an insurance website, green can convey that you provide an easy shopping experience.</span></li>
<br />
<li><span style="line-height: 1.5em;">Anything in between – Don’t let red and green stop you from exploring a world filled with wondrous color. The main thing you want to keep in mind is to keep your CTA bright and in high contrast to the content around it. The warmer the color, the more exciting and the more sense of urgency the customer will feel. If the color is cooler, your visitor will feel more at ease. This means he is more likely to stay on your page for a little bit longer increasing the chance of conversion.</span></li>
</ol>
<br />
<strong>CTA Colors with the Least Conversions</strong><br />
<ol>
<li><span style="line-height: 1.5em;">Black – Although black contrasts well against white or light colors it can be dark, gloomy, and a bit lazy. The absence of color on a CTA button meant to drive conversions won’t attract attention. It also may leave your insurance website visitors wanting more. </span></li>
<br />
<li><span style="line-height: 1.5em;">White - <a href="http://www.getitc.com/blog/marketing/2015/09/28/how-to-simplify-your-insurance-website-design#.VkYqNrerRpg">White space is good to have on your insurance agency website</a>, but not a good idea to use it as a CTA button that is trying to convert traffic. Since white invokes no emotion, it’s best to leave the white color for the background of your website. </span></li>
</ol>
For a great CTA button to drive conversions, it has to stand out from the rest of your <a href="http://www.getitc.com/products/websites/">insurance agency website</a>. Use a color that appeals to your website visitors and conveys the right message. With the right color, your website will help you get more conversions and grow your agency. urn:uuid:8434 Technologies You Shouldn't Work Without - Agency Management BlogTechnologies that were shown to help insurance agencies grow: insurance websites, agency marketing systems, comparative raters and agency management systems.2015-11-17T08:00:00Z2024-03-19T05:52:04Z<em>Since 1983, our goal at ITC has been to help independent agents succeed. Whatever goal our agents set, we want to help them achieve it. For some agencies, that might be improving sales and saving money. For others, it might be selling the agency or expanding to more locations.<br />
<br />
For more than 30 years, we’ve done this through providing great technology and services. Today we’re taking this goal in a new direction with a new blog series: The Modern Agency. This blog series will cover more than technology. I’ll discuss a variety of topics, including sales, marketing, management and leadership. You can look forward to a new post once a month with information and practical tips you can use in your agency.<br />
<br />
This blog series is for you. These posts are not meant to be one-way but an open conversation with you. If you have a question or a topic you’d like me to write about, leave a comment below. I want to hear from you.<br />
<br />
Let’s get started with the four technologies that are having a big impact on agency success. And thanks for reading.<br />
<br />
Becky Schroeder<br />
Vice President of Marketing</em><br />
<br />
<blockquote>
<img src="/images/blog/TheModernAgency/167248473.jpg" style="vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" alt="Opportunities for agency success found in technology" longdesc="4 technologies insurance agencies use to grow and succeed" /><br />
</blockquote>
<h2 class="subtitle"><strong>4 Technologies You Shouldn’t Work Without</strong></h2>
<br />
<a href="http://www.getitc.com/release/2015/06/16/new-insurance-industry-study-reveals-heavy-technology-usage-correlates-with">In a survey of more than 1,000 agencies</a>, we found that many agencies aren’t using some vital technologies. We discovered that those agencies that are heavy users of technology are two times more likely to have better sales processes. Those agencies that use sales and marketing technologies had greater revenue growth and sold up to 43% more insurance policies per producer. <br />
<br />
ITC President Laird Rixford said, “Agencies who commit themselves to adopt and then actually use technology are successful. Consumers have high expectations of the companies they do business with. For an agency to have success today and continued success in the future, they need to invest in technology throughout their organization.”<br />
<br />
If you want your insurance agency to grow and succeed, you still have a chance. You have an opportunity to take advantage of the technology available to you, which will help you compete. Take a look at what you’re currently using in your agency. Is it working? Are you using your current tools to their fullest potential? If you’re not, would that make a difference? (Probably.) What aren’t you using right now that maybe you should be?<br />
<br />
So what technologies are having a real impact on an insurance agency’s success? What tools should an agency resolved to grow and succeed not be without? Websites, marketing automation, comparative raters, and agency management systems. <br />
<br />
<strong><em>Insurance Agency Website</em></strong><br />
<br />
Where did I go when I was looking for a new independent agent? Like many other consumers, I turned to Google. A website should be the hub of everything you do as it will be the first place new prospects will go to learn more about you. If you don’t have an <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>, you need one. You don’t have to have a big budget or technical expertise to have a great website.<br />
<br />
If you do have a website, does it look good? Does it have clear calls to action? Is it easy to navigate? Is the content up to date? Are you happy with it? If the answer is no to any of these, it is time to make a change.<br />
<br />
A great insurance website must have some important features:<br />
<blockquote>* Contact information clearly displayed<br />
* Easy-to-complete quote forms<br />
* Strong, visible calls to action<br />
* Customer service options like make a payment or file a claim<br />
* Blog<br />
* Links to social media profiles
<br />
</blockquote><strong><em>Marketing Automation</em></strong><br />
<br />
Ever forget to follow up with a lead? You can’t close a sale when you forget to call the prospect about the quote you gave him. Our study found that agencies using marketing automation sold 10% more policies per household than agencies that don’t use this technology.<br />
<br />
Marketing automation is software that automates the follow up process. You can customize this process for your agency to help you nurture and convert prospects into clients.<br />
<br />
These marketing automation systems can send a sequence of emails and reminders that is triggered by an event, such as when a contact is added to your database. The system will then send a predetermined number of emails over a specified time. You can set this sequence to coincide with your agency’s sales cycle and the product of interest. You can write these follow up emails to give more information about your agency and the proposed policy.<br />
<br />
When you automate repetitive follow up tasks, leads don’t get forgotten, and your sales process improves.<br />
<br />
<strong><em>Comparative Raters</em></strong><br />
<br />
Are you rating more than one company when a consumer requests a quote? You need a <a href="http://www.getitc.com/!/comparative-rating-system">comparative rating system</a>. The best insurance raters these days are more than a rating system. They’re a sales system that helps agents close more leads and increase sales.<br />
<br />
How can a rater help you sell?<br />
<blockquote>
* Through reporting that shows you quote counts and closing ratios by producer as well as reasons why policies aren’t bound. This information helps you review your sales process and improve any weak areas.<br />
<br />
* Through integration with a marketing automation system for automatic follow up on every quote you do with the rater.<br />
<br />
* Through workflow customization where you can default answers, hide questions and set fields as required.<br />
<br />
* Through online quoting and binding via a rater you can put on your insurance agency website.<br />
</blockquote>
<strong><em>Agency Management Systems</em></strong><br />
<br />
Management systems make agencies more efficient. Using accounting software, a comparative rater or Excel spreadsheet to keep track of client and policy information is ineffective. There is a common misconception that <a href="http://www.getitc.com/!/agency-management-systems-for-insurance">agency management systems</a> are expensive. While it is true of some systems, you can get a proper agency management system and all the features and functionalities at an affordable price.<br />
<br />
What a good agency management system can do for you:<br />
<blockquote>
* Create consistent, repeatable processes that improve your efficiency and protect your agency from E&O issues.<br />
* Download policies from the Internet so you have the most up-to-date client information.<br />
* Track sales, commissions, producers and carrier performance.<br />
* Integrate with your agency marketing and comparative rating systems.<br />
</blockquote><em><strong>Bottom Line </strong></em><br />
<br />
Agencies that are investing and using technology are seeing more growth and success. If you haven’t adopted some of these important tools, it’s not too late. You have an opportunity to get ahead of your competition. But you need to pay attention to the technology that works and invest your budget wisely.urn:uuid:842How to Create an Email Newsletter That Doesn’t Suck - Agency Marketing BlogEmail is an important part of any agency marketing plan. Learn how to create an email newsletter that doesn’t suck with these tips.2015-11-16T07:37:10Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-484762095.jpg" alt="email newsletter illustration" longdesc="how to create email newsletter " style="width: 250px; height: 250px; float: right; margin: 5px;" />Email newsletters are a great way to stay in front of your clients while building brand loyalty. It’s an important part of your agency marketing plan. With so many emails out there, it is easy for your newsletter to get lost in the mix. But, have no fear! I am here to break down the key components you need to know to create a great email newsletter.<br />
<br />
<strong>Audience</strong><br />
Decide who your audience is and tailor your content to them. I can’t stress this enough. By <a href="http://www.getitc.com/blog/marketing/2013/07/17/what-is-email-segmentation">segmenting your list</a>, you build the foundation for your newsletter. Your newsletter should have different content depending on who you’re emailing. If it’s a newsletter for personal lines prospects, don’t include content about commercial lines.<br />
<br />
<em>Types of segmentation to consider: line of business, geography, age</em><br />
<br />
<strong>Subject Line</strong><br />
First impressions are everything. And, in email marketing the same is true. The best email newsletter does nothing for your agency if your audience doesn’t open it. The subject line should let your readers know they’re getting a newsletter. But don’t forget to make the subject line concise, catchy, and persuasive too. You want your readers to want to open the newsletter immediately.<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2015/06/08/6-ways-to-improve-your-subject-line#.VkIfw7erRpg">Want more tips for improving your subject lines?</a><br />
<br />
<strong>Content</strong><br />
Newsletters are light and fun by nature. So don’t overload your content with <g class="gr_ gr_67 gr-alert gr_gramm undefined Grammar only-ins doubleReplace replaceWithoutSep" id="67" data-gr-id="67">sales-y</g> material. A good rule of thumb is to include content that is 90% informative and 10% promotional. <br />
<br />
While we’re on the subject of content, I strongly urge you to use less of it. I know that may seem counter-intuitive. You don’t want to overwhelm your readers with too much copy. Instead of putting a lot of text in your newsletter, try a few teaser sentences that link to articles. Bonus: You can then see which URL is more popular. Tracking which links are getting clicked will tell you what your readers like to read. Then you can include more content like the popular links in future newsletters.<br />
<br />
<strong>Layout</strong><br />
One of the best parts about newsletters is you can lay your content out any way you’d like. There isn’t a wrong way to organize your content. Just remember the goal is to make your newsletter easy to read and reflective of your agency. <br />
<br />
Here are some layout options you may consider.<br />
<br />
<span class="Apple-tab-span" style="white-space: pre;"> <img src="/images/blog/Screenshots/newsletter%20layouts2.jpg" alt="newsletter layout" longdesc="newsletter layout" style="vertical-align: middle;" /></span><br />
<ul>
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;"><em>Columns</em> – A popular option, the column layout for your newsletter resembles a newspaper. Your readers’ eyes will follow the content down each column. So, consider having your most important content pieces at the top. </span></li>
<br />
<li><span style="line-height: 1.5em;"><em>Rows</em> – The human eye reads from left to right, which is a benefit of rows. This layout is also a change from the column layout, so it may gain more attention from your readers.</span></li>
<br />
<li><span style="line-height: 1.5em;"><em>Blocks</em> – Using blocks is a modern and trendy way of laying out your content. This layout gives your newsletter a fresh facelift. Experiment. Use different shapes and sizes to emphasize different articles. It also gives the reader an organized path of content to read.</span></li>
</ul>
<br />
Remember the layout you choose should depend on your readers and your content. So check your email stats to see which layout generates <a href="http://www.getitc.com/blog/marketing/2014/12/22/how-to-improve-your-click-through-rate">higher click-through rates</a>. A higher CTR tells you that articles are being read and the layout isn’t hurting readership.<br />
<br />
<strong>Remember This</strong><br />
The most important point I want to make is your newsletters should be interesting, informative and fun to read. Consider it an opportunity to establish a relationship and become a resource. <br />
<br />
<em>If you need help with creating a newsletter for your agency, we can help. Contact us at (800) 383-3482 to learn about our <a href="http://www.getitc.com/products/automated-agency-marketing?camp=marketingblog">agency marketing system</a>. </em></ul>urn:uuid:840ACORD Forms Update (October 2015) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in October 2015.2015-11-12T08:00:00Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<h2 class="subtitle"><strong>Forms with New Revision Dates<br />
<br />
</strong></h2>
327 2016/03 replaces 2014/12 - Airport and FBO Liability Section (for use on or after 3/1/2016)<br />
<br />
330 2016/03 replaces 2014/12 - Aircraft Section (for use on or after 3/1/2016)<br />
<br />
61 OR 2016/01 replaces 2004/10 - Oregon Auto Supplement (for use on or after 1/1/2016)<br />
<br />
90 OR 2016/01 replaces 2015/12 - Oregon Personal Auto Application (for use on or after 1/1/2016)<br />
<br />
137 OR 2016/01 replaces 2015/12 - Oregon Commercial Auto (for use on or after 1/1/2016)<br />
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138 OR 2016/01 replaces 2015/12 - Oregon Garage and Dealers (for use on or after 1/1/2016)<br />
<br />
290 OR 2016/01 replaces 2014/12 - Oregon Personal Auto Application Section (for use on or after 1/1/2016)<br />
<h2 class="subtitle" style="font-family: ubuntu, sans-serif;">Corrections or Modifications to Existing Forms<br />
<br />
</h2>
152 2015/06 - Commercial Inland Marine Section<br />
<br />
90 DE 2015/12 - Delaware Personal Auto Application (for use on or after 12/1/2015)<br />
<br />
823 2015/12 - Additional Premises Information Schedule (for use on or after 12/1/2015)urn:uuid:841Who Decides the Questions Used in a Comparative Rater to Quote a Risk? - Agency Rating BlogWho decides which questions are asked on a comparative rating system? The carrier or the comparative rating vendor? We pulled back the curtain to show you.2015-11-12T07:55:20Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/457087763.jpg" ;img-responsive”alt="teamwork illustration" longdesc="Who Decides the Questions Used in a Comparative Rater to Quote a Risk?" style="width: 250px; height: 170px; float: right; margin: 5px;" />Recently, ITC President Laird Rixford received an important question in an online forum. The question, “<em>Who decides the questions used to quote a personal lines risk? The carrier or the comparative rating vendor?</em>” For the answer, I first need to give a little background. <br />
<br />
<span style="font-weight: 700;">The Background</span><br />
Comparative rating systems have been in existence since the early 1980s. Long before carriers offered agent portals, comparative raters calculated insurance rates for multiple carriers. While most carriers now provide online quotes, agents still want to get multiple quotes. <br />
<br />
Not only does this process increase the agency’s efficiency, it does much more. It reduces data entry errors, provides a consistent quoting process, and consolidates quote data. Agents have better insight on quoting behaviors and risk profiles when they store data in one place. Also, one database ensures that a client’s personally identifiable information is adequately protected. <br />
<br />
To create a comparative rater, we reviewed each carrier’s rating criteria. Based on this assessment, we created one interface. The interface includes the most common questions carriers require to rate a risk. <br />
<br />
The insurance industry is evolving. Carriers want to offer competitive yet profitable rates. So they expand and fine tune their rating requirements. We monitor rating regulations and trends. Based on how the industry evolves, we then add fields to our quote workflow. <br />
<br />
This is how we decided to convert TurboRater from a desktop- to a web-based system. A <a href="http://www.getitc.com/products/rating/features/">web-based </a>platform lets us push out updates, daily if needed. These automatic updates mean agents don’t have to do manual updates. This also ensures accurate rates based on the carrier’s latest rating requirements.<br />
<br />
Our challenge is keeping the questions in our comparative rating system relevant and up-to-date for agents. In designing the interface, we have to think of our agents and create a product that is helpful to them.<br />
<br />
<strong>The Answer</strong><br />
Okay, back to the question at hand. <em>Who decides which questions to ask?</em> It is a two-way conversation between us and the carriers we work with. Carriers have their own requirements. But we also have specific rating expertise. Over the 30-plus year history of TurboRater, we have worked with thousands of carriers.<br />
<br />
<strong>The Process</strong><br />
A carrier begins the process of adding its rates to our <a href="http://www.getitc.com/!/comparative-rater">comparative rater</a> by working with a carrier relations director. Each of our directors has been a successful independent agency owner at one point in his career. This condition ensures our agents’ needs and desires are part of the process. <br />
<br />
The director interviews the carrier to find out its target market, risk appetite, value proposition, <g class="gr_ gr_94 gr-alert gr_gramm undefined Punctuation only-ins replaceWithoutSep" id="94" data-gr-id="94">goals</g> and challenges. The carrier also learns about us and how our comparative rating platform differs from others. <br />
<br />
Once the interview process has concluded, we request several documents from the carrier. One such document is their rating specifications or specs. Carriers provide these specs to every rating vendor they’re interested in working with. The specs will outline information like product offering, field descriptions, acceptable field values, mandatory fields, optional and state mandated, required legal disclosures, discounts and surcharges available, pay plans available, and more. These are the same guidelines you have to follow. <br />
<br />
Armed with this information, we begin the development process working directly with the carrier. Our number one goal is to provide accurate rates to our agents. We know firsthand how critical it is to get accurate rates. We also know the importance of getting competitive rates quickly. <br />
<br />
Once development is complete, we assign the carrier to a quality assurance person. He or she tests rate accuracy and speed, discounts and surcharges, and underwriting rules. Like our carrier relations directors, many were prior insurance agents. They have experience selling insurance and understand the day-to-day operations and workflows of agents. <br />
<br />
When our testing is complete, we then require carriers to test the rates themselves. To do so, the carriers get access to our comparative rating system. Their testing involves going through the exact process an agent would to get a rate in TurboRater. This way the carrier is aware of the questions asked and available selections. <br />
<br />
After everyone signs off, we release the rates to the field. But, our job is not done. <br />
<br />
Our technical support staff is available six days a week to our agents. We also track the speed to return the rates. This helps us ensure agents are operating at the level today’s insurance consumer demands. Our carrier relations directors also reach out to their carriers on a regular basis. <br />
<br />
All in all, the process of choosing the questions used to quote a risk involves many people. Both the carrier and our team know the process and have the agents’ best interests at heart.<br />
<br />
<em>Got a question about <g class="gr_ gr_91 gr-alert gr_gramm undefined Grammar only-ins replaceWithoutSep" id="91" data-gr-id="91">comparative</g> rating? Leave it in the comments below.</em>urn:uuid:839Year End Insurance Website Wind Down - Agency Marketing BlogWhen was the last time you touched your insurance agency website? Learn how to get your insurance website ready for 2016.2015-11-11T08:18:04Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/512866029.jpg" alt="laptop and stethoscope" longdesc="When was the last time you touched your insurance agency website? Learn how to get your insurance website ready for 2016." style="width: 250px; height: 167px; float: right; margin: 5px;" />As the end of the year approaches, your website has seen some wear and tear. Now is a good time to check your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> so you head into the New Year with fewer worries. <br />
<br />
To help, I’ve compiled a list of some simple things on your website you should concentrate on. Address this list and embrace 2016 with confidence in your insurance website.<br />
<br />
<strong>Check Your Traffic</strong><br />
Take a look at your traffic in <a href="http://www.getitc.com/blog/marketing/2013/09/13/google-analytics-metrics-you-should-be-monitoring#.VkIaB7erRhE">Google Analytics</a>. Study the reports. Look for patterns and trends. Get a better understanding of how visitors interacted with your insurance agency website. You can also see your keywords and conversions. Using your analytics is an easy way to gauge how effective your website and SEO efforts have been. Once you have this information, you can make changes to improve your insurance website.<br />
<br />
<strong>Check the Usability</strong><br />
Throughout the year, you might be busy and forget to check your website from a visitor’s point of view. Take this time to <a href="http://www.getitc.com/blog/marketing/2014/07/21/navigating-your-insurance-website-organization-better-usability">test the usability</a> of your insurance website as if you were a new visitor. Open your website on mobile phones, tablets and different computers. Look at it in different browsers. Is it easy to navigate on every device? Checking the usability will help you reorganize and re-optimize your website for the upcoming year.<br />
<br />
<strong>Check the Trends of the Year</strong><br />
Insurance agency website trends come and go—some unnoticed and some making a huge splash. <a href="http://www.getitc.com/blog/marketing/2015/08/31/have-flash-its-time-to-upgrade-your-insurance-website-design#.VkIaoberRhE">Now is the time to research recent and upcoming website trends</a>. Compare your insurance website to the trends you’re researching. You might get some ideas of how to update your website while you’re researching. <br />
<br />
<strong>Check for Outdated and Unpopular Content</strong><br />
<a href="http://www.getitc.com/blog/marketing/2014/10/24/4-tips-for-writing-clear-content-for-your-insurance-website#.VkIaQ7erRhE">In case you forgot, content is king</a>. You should be updating your website content consistently. But now is the time to take an extensive look and make sure there’s no old content lingering on the website. It’s also good to check your analytics for high bounce rate. Google Analytics can show you what type of content is most popular. Take this as a clue on what type of content you should concentrate on in the future. <br />
<br />
Insurance agency websites are always evolving. Take this time to examine your website’s data and information. It will help you make necessary changes and head into 2016 with a great website. <br />
<br />
Have a question about gearing up your website for the New Year? Leave it in the comments section below. urn:uuid:838This is the Way: Laird Rixford - Agency Rating BlogLaird Rixford started his career nearly 20 years ago as network administrator at ITC. Now he’s the president of the same company where he started.2015-11-10T08:00:00Z2024-03-19T05:52:04Z<img longdesc="This is the Way I Work: Laird Rixford" alt="This is the Way I Work: Laird Rixford" style="vertical-align: middle; margin-bottom: 10px; width: 650px; height: 650px;" src="/images/blog/ThisistheWay/LairdRixford/This%20is%20the%20Way%20I%20Work.jpg" /><br />
<br />
<a href="http://www.twitter.com/lrixford">Laird Rixford</a> started his career nearly 20 years ago as <g class="gr_ gr_123 gr-alert gr_gramm undefined Grammar only-ins doubleReplace replaceWithoutSep" id="123" data-gr-id="123">network</g> administrator at ITC. Now he’s the president of the same company where he started, but his career has taken him in many directions. Over the <g class="gr_ gr_122 gr-alert gr_gramm undefined Punctuation only-ins replaceWithoutSep" id="122" data-gr-id="122">years</g> he has been the IT guy, a website designer, programmer, salesperson, business owner, and consultant. He travels the country representing ITC at industry conferences and events where he speaks on technology, marketing and the future of the industry. <br />
<br />
With a project list that is long and varied, Laird approaches his tasks with almost single-minded focus until the project is complete and goals accomplished. I spoke with Laird about the technology he uses and how he manages his to-do list. This is the way Laird works.<br />
<br />
<><><><br />
<br />
<strong>One word that describes how you like to work: </strong>Intense<br />
<strong>Current mobile device:</strong> Google Nexus 6P<br />
<strong>Current computer: </strong>Dell Precision M3800, Microsoft Surface Pro<br />
<strong>Project(s) you’re currently working on:</strong> My favorite role at ITC is my job as the company’s Skunk Works. I find problems known or unknown and design a solution. As for <g class="gr_ gr_121 gr-alert gr_gramm undefined Punctuation only-ins replaceWithoutSep" id="121" data-gr-id="121">projects</g> I’m currently working on, see what comes out in six months.<br />
<br />
<strong>Accomplishments you’re proud of: </strong><br />
<br />
I have two on this one. I was told from a very early time that I would never be a pilot. I even listened to it for a long time. I decided to do something that I was told I could not do…and I did it. The second was starting a business from scratch. Selling that business. Then growing the combined company farther than ever imagined.<br />
<br />
<strong>What are your goals for the next 12 months?</strong><br />
<br />
With <g class="gr_ gr_112 gr-alert gr_gramm undefined Punctuation only-ins replaceWithoutSep" id="112" data-gr-id="112">ITC</g> I want to provide technology solutions to insurance agents that help them achieve their full potential. Personally, my goal is to take more time off. <br />
<br />
<img alt="" src="/images/blog/ThisistheWay/LairdRixford/112-Thursday-Conference_cropped.jpg" style="vertical-align: middle; margin-top: 10px; margin-bottom: 10px;" /><br />
<br />
<strong>Aside from your phone and computer, what gadget can’t you live without and why? </strong><br />
<br />
My Jaybird BlueBud X wireless headphones, I use them everywhere, planes, gym and even at the office.<br />
<br />
<strong>What technology, apps or tools can’t you live without? </strong><br />
<br />
Mobile internet. Wikipedia. Feedly for reading blogs. Most importantly, spell check.<br />
<br />
<strong>Describe your workspace.</strong><br />
<br />
My desk is pretty clean and I only use a single monitor unlike other people at ITC. I just have expeditious use of Alt+Tab.<br />
<br />
<strong>How do you manage your to-do list? </strong><br />
<br />
Microsoft OneNote<br />
<br />
<strong>What do you do when you finish a project? </strong><br />
<br />
Brag.<br />
<br />
<strong>What’s your best time-saving tip or hack? </strong><br />
<br />
If you need to get up and do something make sure you string together other stops from your to-do list and handle them along the way. A job like grabbing a soft drink from the <g class="gr_ gr_124 gr-alert gr_spell undefined ContextualSpelling" id="124" data-gr-id="124">breakroom</g> turns into a thirty-minute journey as I ask for updates on various projects while en route.<br />
<br />
<strong>What is your best everyday habit? </strong><br />
<br />
<g class="gr_ gr_115 gr-alert gr_spell undefined ContextualSpelling" id="115" data-gr-id="115">Everyday</g> I spend a dedicated amount of time reading various blogs and news stories. These vary greatly and often lead me down the great rabbit hole that is Wikipedia.<br />
<br />
<strong>What do you listen to while working? </strong><br />
<br />
Tool. Deftones. Fair to Midland. Any post-rock band.<br />
<br />
<strong>What are you currently reading? </strong><br />
<br />
<em>The Martian</em> by Andy Weir <br />
<br />
<strong>How do you decompress? </strong><br />
<br />
Going flying. When you become a pilot you are told to not fly when stressed, yet flying completely relaxes me. If I’m not able to fly, then listening to music is the next best thing.<br />
<br />
<strong>What’s your sleep routine like? </strong><br />
<br />
Not enough. I sleep between four and five hours a day. <br />
<strong><br />
Who are your business idols and why?</strong><br />
<br />
Marcus Lemonis would be one of them. He can look at a business and find ways to improve it through improvements that usually require looking at a problem in a different way. Michael Dell and Mark Cuban are also on my list. I guess I have a thing for tech entrepreneurs.<br />
<br />
<strong>What is the best advice you’ve ever received? </strong><br />
<br />
“Hire people smarter than yourself.”<br />
<br />
<strong>What would you be doing if you weren’t president of ITC? </strong><br />
<br />
Owning and flying a charter floatplane throughout the Caribbean. <br />
<br />
<strong>Who would you like to see in <g class="gr_ gr_125 gr-alert gr_gramm undefined Grammar multiReplace" id="125" data-gr-id="125">a future</g> This is the Way post? </strong><br />
<br />
<a href="https://twitter.com/ryanhanley_com" target="blank">Ryan Hanley</a><br />
<br />
<em>The </em>This is the Way<em> blog series asks ITC employees, agents, carriers and other people in the industry how they work and to share their tips. Is there someone you want to see featured or questions we should ask? <a href="http://www.twitter.com/instechcorp">Tweet us</a> or leave it in the comments below.</em>urn:uuid:837Blogging is the Life Blood of Online Marketing - Agency Marketing BlogBlogging is the life blood of digital agency marketing. When done right it can bring more traffic to an insurance website.2015-11-09T07:23:32Z2024-03-19T05:52:04Z<p class="MsoNormal"><em><img alt="" style="width: 250px; height: 250px; float: right; margin: 5px;" longdesc="Blogging is the life blood of digital agency marketing. When done right it can bring more traffic to an insurance website." ;img-responsive”alt="SEO life line" src="/images/blog/Thinkstock/488667615.jpg" />By <g data-gr-id="79" id="79" class="gr_ gr_79 gr-alert gr_spell ContextualSpelling ins-del multiReplace">Darmini</g> Kara and <g data-gr-id="84" id="84" class="gr_ gr_84 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep">John</g> Dessommes<o:p></o:p></em></p>
<a href="http://www.getitc.com/blog/marketing/2014/12/03/converting-more-insurance-website-visitors-into-leads#.VjzPQrerSUk">Blogging can play a big role in the online visibility your insurance website</a>. Which is why it surprised us to read an article on big data in the October 2015 issue of Rough Notes, <a href="http://browndigital.bpc.com/publication/?i=274444&p=30" target="_blank">particularly the section on blogging</a>. <br />
<br />
While we agree with the overall message of using Google Analytics to better understand and improve your website, we found some of the points about blogging interesting. In our experience, what the expert in the article was saying is not true. We would like to address these points and share what we have seen in the industry. Let’s get started.<br />
<br />
<strong>Blog Pageviews Are a Joke</strong><br />
Google Analytics is a great tool that gives insight into how people find and use a website. This expert looked at the analytics of 30 insurance websites. What he found was that blog posts make up most of the pages of a website but only got 5-8% of the total pageviews. <br />
<br />
<a href="http://www.getitc.com/products/websites/">Insurance Website Builder</a> hosts more than 3,000 websites. We looked at our agents’ data to compare to his findings. We found that our agents’ blog <g data-gr-id="93" id="93" class="gr_ gr_93 gr-alert gr_spell ContextualSpelling">pageviews</g> typically range from 8% to 50% of total pageviews. Based off what we’ve seen, the more consistently you blog, the more <g data-gr-id="94" id="94" class="gr_ gr_94 gr-alert gr_spell ContextualSpelling">pageviews</g> you will get on your blog posts. It also helps if you publish unique, relevant and timely content.<br />
<br />
<strong>Blog Visibility is So-So</strong><br />
Next, the article states that blog pages are less likely to appear in search engine results. This expert says this is due to a different structure and less internal links. This is untrue. <br />
<br />
Many <a href="http://searchenginewatch.com/sew/how-to/2407771/blogging-and-seo-a-relationship-it-pays-to-nurture">SEO experts</a> <a href="http://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht">tout the benefits</a> <a href="http://searchengineland.com/need-a-secret-weapon-for-local-seo-try-blogging-138067">of blogging</a> <a href="https://www.seoinc.com/seo-blog/how-blogging-increases-your-traffic-for-search-engine-optimization/">as a way to successfully market</a><a href="http://www.business2community.com/seo/9-reasons-blogging-essential-good-seo-results-0866944#Mz0uboux8GbSKrzP.97"> your business.</a> If you use <a href="http://www.getitc.com/blog/marketing/2013/03/04/microdata-an-important-update-to-your-website-that-no-one-will-ever-see#.VjuPnUb54Ws">Schema markup</a>, the search engines will most likely find your website. Since Schema markup is essential for any website, ITC built it <g data-gr-id="88" id="88" class="gr_ gr_88 gr-alert gr_spell ContextualSpelling multiReplace">in to</g> Insurance Website Builder. Every one of our websites <g data-gr-id="86" id="86" class="gr_ gr_86 gr-alert gr_gramm Grammar multiReplace">have</g> it. This helps drive traffic to our insurance agency websites. <br />
<br />
The blog pages on our websites have many internal links and can be seen in the navigation and footers. Our agents can also create internal links to go to specific lines of business pages and vice versa. We have many agents who include a link to their blog on the homepage. This strategy will pass link juice to the blog, albeit temporarily. <br />
<br />
WordPress is a popular content management system for insurance agents. But, every WordPress website starts from scratch. You have to use plugins to add and extend functionality for a Wordpress website. This includes the Schema markup search engines rely on. Plus, a plugin may not have everything you need. In that case, you would need to know <g data-gr-id="97" id="97" class="gr_ gr_97 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep">code</g> to add what you’re missing. If you do not have the right markup, the search engines may not index your blogs properly. <br />
<br />
<strong>Agents Don’t Do Social Media </strong><br />
The article said the only way to increase visibility for a blog post is by sharing it through social media. It also said blogging is seemingly useless because most insurance agencies have a poor social media presence and social media backing. Both these statements are also untrue. <br />
<br />
A correctly structured blog post can generate traffic even without sharing to social media. Besides having the right markup, blog posts can target <a href="http://www.getitc.com/blog/marketing/2014/11/10/how-do-i-get-more-traffic-to-my-insurance-agency-website">long tail keywords</a>. These keywords are easier to rank for, which can increase your visibility and traffic.<br />
<br />
Just because <em>most </em>agencies lack social media, doesn’t mean <em>your </em>agency shouldn’t invest in blogging. It means there is <g data-gr-id="91" id="91" class="gr_ gr_91 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep">opportunity</g> for you to stand out. If you do blog and are active on social media, sharing your blog posts will only help. Insurance Website Builder can automatically share website changes on Twitter, including new blog posts. We do not recommend our agents wholly depend on this method. It is meant to supplement an agent’s social media efforts. <br />
<br />
If you’re going to take the time to blog, then round out your marketing by doing social media too.<br />
<br />
<strong>Our Final Thoughts</strong><br />
Adding content to core pages over adding new blog posts is more beneficial for traffic, according to the article. Our question is, why not add to both? <br />
<br />
As previously stated, there are many reasons to blog on your agency website. Writing unique, relevant and quality blog posts help search engines find your agency. Blogging is the <g data-gr-id="76" id="76" class="gr_ gr_76 gr-alert gr_spell ContextualSpelling ins-del">life blood</g> of online marketing. It definitely doesn’t bog you down because your agency needs it. <br />
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Have a question about blogging and why it’s so important? Leave it in the comments section below.urn:uuid:836You’ve Only Got Seconds to Keep Insurance Website Visitors - Agency Marketing BlogYou only have a few seconds to keep a visitor on your insurance agency website. Here’s how you can make the right first impression.2015-11-04T07:53:25Z2024-03-19T05:52:04Z<img alt="" src="http://www.getitc.com/images/blog/Thinkstock/177864047.jpg" ;img-responsive”alt="hand holding a stopwatch" style="width: 250px; height: 174px; float: right; margin: 5px;" />One in three people <g class="gr_ gr_94 gr-alert gr_gramm Grammar multiReplace" id="94" data-gr-id="94">spend</g> 15 seconds or less on a website. During this time, they decide whether to continue or go on to the next search result. The same goes for your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>. <br />
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The first impression of your insurance agency website is important. You have a limited window to grab someone’s attention or scare him away forever. You want to prevent this from happening. I’ve listed three tips to ensure your website makes the best use of those 15 seconds.<br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><strong>Have Faster Load Times </strong></span><span style="line-height: 1.5em;"><br />
Your window of opportunity to make a good first impression is 15 seconds. If your website takes 10 seconds to load, you’ve lost two-thirds of that precious time. When it takes too long, visitors will hit the back button before your website loads. In fact, <a href="https://blog.kissmetrics.com/loading-time/">40% of people will abandon a website that takes more than three seconds to load.</a> And as the time it takes to load increases, so does the number of people who will bounce. </span><span style="line-height: 1.5em;"><br />
<br />
How can you get faster load times? Remove unnecessary code and pieces of your website that take longer to load. Items like <a href="http://www.getitc.com/blog/marketing/2015/08/31/have-flash-its-time-to-upgrade-your-insurance-website-design#.VjjZtberSUk">Flash programming</a> or videos can increase a website’s load times. The fewer elements your website has, the faster your pages will load. </span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Use Fresh Content </strong></span><span style="line-height: 1.5em;"><br />
When did you last update the content on your website? If it still has a <em>Happy New Year</em> message from last year, it’s time to revise your content. </span><span style="line-height: 1.5em;"><br />
<br />
People who see 10-month-old content will think your insurance website is no longer active. <a href="http://www.getitc.com/blog/marketing/2015/02/09/what-a-neglected-blog-says-about-your-insurance-agency">They might even think you are no longer in business</a>. So make sure anything that has a date attached to it gets changed out every few weeks to keep the date current. </span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Focus on What is Important</strong> </span><span style="line-height: 1.5em;"><br />
Your insurance agency website should be able to do anything your clients need it to. Whether it’s to make a payment, file a claim, get a quote or learn more about your agency. These features all require a button or call to action. But, having too many can be confusing and cluttered. If you have a giant button for each feature at the top of your website, each will compete for attention. Instead, limit your main focus to one or two features. Make sure the most important pieces of your agency are visible. You can still include the other features, but put the design emphasis on the one or two most important.</span></li>
<br />
</ol>
Your insurance agency website has a big job to do. It needs to show people why your website has their answers in just a few seconds. Using these three tips will help make sure it does it correctly and efficiently.<br />
<br />
Do you have a tip to add to the list? Let us know by leaving it in the comments section below. urn:uuid:835Operation Agency Success: What Your Insurance Agency Website Needs - ITC VideosIn our latest video on agency success, ITC President Laird Rixford discusses the four things your insurance website needs.2015-11-03T09:00:00Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/144417559?portrait=0&color=ff9933&camp;autoplay=1" style="margin-top: 8px;"><noframes><img alt="" src="/images/blog/OAS/OAS_image_02022015.jpg"></noframes></iframe>
<br />
<br />
If your insurance agency website isn't getting the response you want, take a look at what it offers your clients. Does it have these four things? ITC President Laird Rixford discusses the must-have items for every insurance website.<br />
<br />
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2015/08/19/avoiding-common-insurance-website-pet-peeves">Avoiding Common Insurance Website Pet Peeves</a><br />
<a href="http://www.getitc.com/blog/marketing/2015/04/03/how-your-insurance-website-impacts-your-online-leads">How Your Insurance Website Impacts Your Online Leads</a><br />
<a href="http://www.getitc.com/blog/marketing/2015/10/12/youre-never-too-small-for-an-insurance-agency-website">You're Never Too Small for an Insurance Agency Website</a>urn:uuid:834Social Media: How Often is Too Often - Agency Marketing BlogSporadic posting to social media is bad for your agency marketing. But can you post too much? Yes you can. Learn how often you should be posting. 2015-11-02T07:19:56Z2024-03-19T05:52:04Z<a href="http://www.getitc.com/blog/tag/social_media/"><img longdesc="How Often is Too Often to post to your insurance agency's social media" src="/images/blog/Thinkstock/179302252.jpg" alt="social media " style="margin: 5px; width: 250px; height: 218px; float: right;" />We’ve written many times about the benefits of social media</a>. It can drive traffic to your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> and increase your brand awareness. Sometimes, it can even produce referrals. <br />
<br />
However, to get those benefits, you have to use social media frequently. Just like you can post too little, you can post too often. But how much is too much? <br />
<br />
The frequency of your social media varies from platform to platform.<br />
<br />
<strong>Facebook</strong>
<br />
<br />
<a href="http://www.socialbakers.com/blog/147-how-often-should-you-post-on-your-facebook-pages">Most major brands, like iTunes, Red Bull and Converse, average at least one Facebook post per day</a>. Although these brands are retail companies, the same applies to your insurance agency. There’s so much content in our news feeds. It takes fresh content to stay visible. By regularly posting to your Facebook, you’ll do just that. But, don’t be annoying. Posting more than twice per day could become a nuisance.<br />
<br />
<strong>Twitter</strong><br />
<br />
Twitter is a different beast. There’s a character limit, and its feed is faster than Facebook. In fact, <a href="https://moz.com/blog/when-is-my-tweets-prime-of-life">a tweet is dead after 18 minutes</a>. I think that’s pretty generous. Because of this short lifespan, the frequency you tweet can and should be higher. If you have engaging content and want to be noticed, tweeting three to five times per day is ideal. The key is choosing the most engaging content and finding the right time. Hone in on when you get the most impressions and engagement with your tweets. You can find this information in your Twitter analytics. It may take some flexibility on your part. But finding the right content and schedule will only help you reach your Twitter goals.<br />
<br />
<strong>Google+</strong><br />
<br />
Google+ is like Facebook. So your posting frequency can mimic Facebook’s. You may even be able to get away with less and post two or three times a week since Google+ isn’t as crowded. But, don’t count Google+ out. Especially if you have an agency blog or engaging images you want to share. <br />
<br />
<strong>One Thing to Remember</strong><br />
<br />
These are just guidelines. If you’re posting twice a day to Facebook and you see your engagement slip, try posting less. You need to find what works best for your agency. You need to find the frequency that engages your followers without overwhelming them. The best way to find out how much is too much is trial and error.<br />
<br />
Social media is an important part of your <a href="http://www.getitc.com/solutions/agency_marketing/social_media/">agency marketing plan</a>. You want to strike the perfect balance of connecting with your followers without being annoying. With <a href="http://www.getitc.com/blog/marketing/2015/02/20/get-organized-with-a-social-media-calendar#.VjIvcberSUk">proper planning</a> and a little research, you can do it. <a style="height: 20px; width: 40px; position: absolute; opacity: 0.85; z-index: 8675309; display: none; cursor: pointer; border: medium none; background-color: transparent; background-image: url(data:image/png;base64,ivborw0kggoaaaansuheugaaacgaaaaucayaaad/rn+7aaadu0leqvr42s2wxuhtyrjhz0vevprfugmtveafuzfhhxbhsotcu5jwbwef1eweevhqx4uffwykfa2bipjixbuta33oxftuuxmzj4bk3nqay7m5nezq6h/tpq+xu20zugjoxr/+7/o8539+5znnwmtntexwjtmb3l/filv3botcsmujecaejtob39aifothfhxcfirhy8rkszjbsckjcoirmffshd/ssbexuypni8dr0dgugjsb0byhejp5uqg5ctszc2cqlejbmej9/ywbcgrkjek9dqqouevqt1sk444ywi9uonmtjgqauvleilha9x8lambj8sspp0rwkgmvvg8p46vbg0c7na8z8jsmcghe7jlea+edrhily8n/tumfu6evlelk+u0wtgwrtrdfagqf5j8iik4lvzdu28t8jtmsocf8e+l68myanfxm/6rxsllk7ay5tounurvzwpjuvwayjuatpoiwoquuaz219rtaxkyp9bbjycon5fvl9qh9tbx5rvogdjythvxystxdtrnwylo/zdqrlsgwszzhwq593z2klawcycqsszj6ehz0w7bd9vblgn0ncqr3qr7r2rbrl3pu3sb/7ndlz2uy6cg0oxk0gtbzxznp8trspaqdtj6frlwzn2dcxzgkqqamh8nj6rpyhe+pnkcr/cafdzyvpfpjuvkiflf9wit1wwlo0ohie1rvwrka93rjzfzlitzpkz3ltb0/tevmwp14wgughazsoouewfaolfaabsuhnslprkjexujtz6v5htuelswl33n1bgey5fvhs9sj3fait+qyyyvoaqjud0kbafrtjnauz5/s3gjgmbhmjwrvfrthm5ty5zuf/a4x1f2fvqtrlcubreoim0ymabqnjryvpexeeq46kandkq/1hcncbjkps9zsv2vhgfwsz2hfkhkafr8/pdxwkx4wwd69pmvfnsol+lr2w+gyqhpwdtxt1xq8amlwu0e1lqld/aprhop8ajqwrqg9gyxcpmsvsjuvaa4mdktuj7mzlavy8v+qt21tcdx/oemepr0rtknrur4a6pp5xcgbsl+/x4wiqdpuuvxoel1emymyedy6sop0z+b0ouhxeeqhxkjmfosjiso/uinoi/8pc+l7kkarat8aaaaasuvork5cyii=); top: 18px; left: 179px;" href="//www.pinterest.com/pin/create/extension/"></a><a href="//www.pinterest.com/pin/create/extension/" style="height: 20px; width: 40px; position: absolute; opacity: 0.85; z-index: 8675309; display: none; cursor: pointer; border: medium none; background-color: transparent; background-image: url(data:image/png;base64,ivborw0kggoaaaansuheugaaacgaaaaucayaaad/rn+7aaadu0leqvr42s2wxuhtyrjhz0vevprfugmtveafuzfhhxbhsotcu5jwbwef1eweevhqx4uffwykfa2bipjixbuta33oxftuuxmzj4bk3nqay7m5nezq6h/tpq+xu20zugjoxr/+7/o8539+5znnwmtntexwjtmb3l/filv3botcsmujecaejtob39aifothfhxcfirhy8rkszjbsckjcoirmffshd/ssbexuypni8dr0dgugjsb0byhejp5uqg5ctszc2cqlejbmej9/ywbcgrkjek9dqqouevqt1sk444ywi9uonmtjgqauvleilha9x8lambj8sspp0rwkgmvvg8p46vbg0c7na8z8jsmcghe7jlea+edrhily8n/tumfu6evlelk+u0wtgwrtrdfagqf5j8iik4lvzdu28t8jtmsocf8e+l68myanfxm/6rxsllk7ay5tounurvzwpjuvwayjuatpoiwoquuaz219rtaxkyp9bbjycon5fvl9qh9tbx5rvogdjythvxystxdtrnwylo/zdqrlsgwszzhwq593z2klawcycqsszj6ehz0w7bd9vblgn0ncqr3qr7r2rbrl3pu3sb/7ndlz2uy6cg0oxk0gtbzxznp8trspaqdtj6frlwzn2dcxzgkqqamh8nj6rpyhe+pnkcr/cafdzyvpfpjuvkiflf9wit1wwlo0ohie1rvwrka93rjzfzlitzpkz3ltb0/tevmwp14wgughazsoouewfaolfaabsuhnslprkjexujtz6v5htuelswl33n1bgey5fvhs9sj3fait+qyyyvoaqjud0kbafrtjnauz5/s3gjgmbhmjwrvfrthm5ty5zuf/a4x1f2fvqtrlcubreoim0ymabqnjryvpexeeq46kandkq/1hcncbjkps9zsv2vhgfwsz2hfkhkafr8/pdxwkx4wwd69pmvfnsol+lr2w+gyqhpwdtxt1xq8amlwu0e1lqld/aprhop8ajqwrqg9gyxcpmsvsjuvaa4mdktuj7mzlavy8v+qt21tcdx/oemepr0rtknrur4a6pp5xcgbsl+/x4wiqdpuuvxoel1emymyedy6sop0z+b0ouhxeeqhxkjmfosjiso/uinoi/8pc+l7kkarat8aaaaasuvork5cyii=);"></a><a style="height: 20px; width: 40px; position: absolute; opacity: 0.85; z-index: 8675309; display: none; cursor: pointer; border: medium none; background-color: transparent; background-image: url(data:image/png;base64,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);" href="//www.pinterest.com/pin/create/extension/"></a>urn:uuid:833What’s in Release 6.0.39.04 of InsurancePro - Agency Management BlogThese are the changes in the latest release of ITC's agency management system InsurancePro.2015-10-29T14:17:35Z2024-03-19T05:52:04ZThese are the enhancements that are included in the latest release of agency management system InsurancePro (Release 6.0.39.04).<br />
<br />
<ul>
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;">Added the ability to select multiple locations when user is restricted by location</span></li>
<li><span style="line-height: 1.5em;">Added the ability to search by home, cell, and work phone numbers</span></li>
<li><span style="line-height: 1.5em;">Added the name of the agent renewing the policy in the notes</span></li>
<li><span style="line-height: 1.5em;">Requirement for .NET will now be .NET 4.0</span></li>
<li><span style="line-height: 1.5em;">Took out the vehicle information from receipts</span></li>
<li><span style="line-height: 1.5em;">Corrected ACORD logo from covering text on some ACORD forms</span></li>
<li><span style="line-height: 1.5em;">Corrected issue when renaming the description of files in scans and documents</span></li>
<li><span style="line-height: 1.5em;">Changed permission description from “Allow processing Payments…” to edit/delete/void payments</span></li>
<li><span style="line-height: 1.5em;">Corrected ACORD </span>form<span style="line-height: 1.5em;"> 50 TX 2015/05 from filling in name and address</span></li>
<li><span style="line-height: 1.5em;">Corrected some issues with processing some al3 files </span></li>
</ul>
<br />
We have certified the following companies for downloads. <br />
<br />
<strong>For IVANS: </strong></ul>
<ul>
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;">Lighthouse Property Insurance Company, NAIC code 13207 for Home<br />
</span></li>
<li><span style="line-height: 1.5em;">IAT Group, NAIC codes 13234, 23248, 10906 for Auto<br />
</span></li>
<li><span style="line-height: 1.5em;">Utica First, NAIC code 15326 for Home</span></li>
<li><span style="line-height: 1.5em;">Mount Beacon Insurance Company, NAIC code 15592 for Home</span></li>
<li><span style="line-height: 1.5em;">Southern Oak, NAIC code 12247 for Home</span></li>
<li><span style="line-height: 1.5em;">Discovery Insurance Company, NAIC code 22635 for Auto</span></li>
<li><span style="line-height: 1.5em;">Nations Insurance Company, 13127 for Auto</span></li>
<li><span style="line-height: 1.5em;">Mutual of Enumclaw, NAIC codes 14761, 11232 for Auto and Home</span></li>
<li><span style="line-height: 1.5em;">Hallmark, NAIC codes 34037, 43494, 29408 for Auto and Home</span></li>
</ul>
</ul>urn:uuid:8327 Steps to Optimizing Images for SEO - Agency Marketing BlogImages can bring traffic to your insurance agency website if you optimize them correctly. Use these seven steps to optimize your insurance website’s images.2015-10-28T08:01:19Z2024-03-19T05:52:04Z<img style="width: 250px; height: 260px; float: right; margin: 5px;" longdesc="7 Steps to Optimizing your insurance agency website Images for SEO" alt="'This is an image' memo note" src="/images/blog/Thinkstock/ThinkstockPhotos-179556745_this-is-an-image.jpg" />Adding images to your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> pages whenever possible is a must. They add flair and interest. And when optimized correctly, they can even help increase your website traffic. <br />
<br />
So, if you are interested in optimizing your images for SEO, check out these seven steps.<br />
<br />
<ol>
<li><strong>Licensing and choosing the right photo</strong> - Choosing an image for your web page or blog post can be daunting. However, you do have options. You can use stock photos or your own personal photos. Whichever you choose, make sure you have the right license. This means you should never use an image you found using Google image search. Using images without the correct permissions and licenses can result in <a href="http://www.getitc.com/blog/marketing/2014/05/27/avoid-fines-and-understand-image-usage-rights-and-licensing#.Vh69TUb54Ws">hefty fines</a>. </li>
<br />
<li><strong>Reduce file size</strong> - Once you've chosen a picture, you need to optimize it for the web. This means making it as small and light as possible. If you are purchasing stock photos, you will have the option to purchase a web version of the image. Take this option. Lighter images (less than 70kb) allow your web pages to load faster, which is good for SEO. Also, if you need to resize an image do it before you upload it. Resizing it in the browser still requires the website to load the full image before resizing it for your view. This defeats the purpose of resizing. If you need some applications to edit your images, try these: <a href="http://tools.dynamicdrive.com/imageoptimizer/" target="blank">Image Optimizer</a>, <a href="http://www.picmonkey.com/" target="blank">PicMonkey</a>, <a href="https://pixlr.com/" target="blank">Pixlr</a> and <a href="http://fotoflexer.com/" target="blank">Fotoflexr</a>.</li>
<br />
<li><strong>File types</strong> – Some file types simply don’t work on the web. The common file types you should use are jpg, png and gif.</li>
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<li><strong>Descriptive image names</strong> - Start your SEO optimization a little early by adding descriptive keywords to the filename. For example, <em>smiling-girl-with-car.jpg</em> works well. It’s also best to use hyphens between words, as spaces may confuse some search engines and content management systems.</li>
<br />
<li><strong>Add alt text </strong>- Now to the meat of the matter. Of all the steps listed here, adding alt tags to your images is the most important thing you can do. Google and other search engines cannot read images. So they rely on us to tell them what the images are about. You can add keywords in the alt tags. But I suggest you use them sparingly and only if they make sense. Insurance is intangible, so most images will not physically depict insurance. Instead, rely on adding an accurate description of the image. Also, don't forget alt tags are an accessibility tool for the blind. They rely on alt tags to describe images to them. <br />
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The recommended maximum length of alt text is 125 characters. But, three or four words work best. When you upload your image to your website editor, there should be an option to add an alt tag. If not, you'll have to add it in the HTML. But don't worry, it's easy. Simply add the following bolded words to your image tag: <img src="smiling-girl-with-car.jpg" <strong>alt="Smiling girl with car"</strong> <em>title="Car insurance for teens"</em>></li>
<br />
<li><strong>Add title text</strong> - In your website editor, you may also see an option to add title text. This is a great place to add some keywords. Again, only if they make sense. See the italicized text in the example above.</li>
<br />
<li><strong>Make it look nice </strong>- In general, left aligned images look best on websites. The right image edge matches up with the left edge of the text when it wraps around the image. <br />
<br />
<img style="width: 500px; height: 293px; vertical-align: middle;" longdesc="image alignment" alt="webpage screenshot" src="/images/blog/Screenshots/image%20alignment.jpg" /><br />
<br />
The only exception is if there is a bulleted list. With these lists, the indented lines are hard to work with and right aligning may be best. Either way, make the image small enough so it fits one-third of the column width. However, if you like the image large enough to discern details, don't align it all. Have your text start under the image. </li>
</ol>
Optimizing your images for SEO may seem like a lot to do. But, once you get the hang of it, you'll be adding images to your insurance website and blogs posts with ease.<a style="height: 20px; width: 40px; position: absolute; opacity: 0.85; z-index: 8675309; display: none; cursor: pointer; border: medium none; background-color: transparent; background-image: url(data:image/png;base64,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);" href="//www.pinterest.com/pin/create/extension/"></a>urn:uuid:831Ring in the Holidays with These 10 Blogging Ideas for November! - Agency Marketing BlogBefore you fill up on a Thanksgiving feast, use these 10 content ideas on your insurance agency website and in your newsletter.2015-10-26T07:46:38Z2024-03-19T05:52:04Z<img src="/images/blog/481844588.jpg" alt="Thanksgiving dinner table setting" longdesc="10 insurance marketing ideas for November" style="width: 250px; height: 167px; float: right; margin: 5px;" />The start of the holiday season is an exciting time for many people across the country. But don’t forget about the importance of safety. <br />
<br />
As the fall and winter seasons arrive, there are new risks to discuss. You can use your <a href="http://www.getitc.com/!/insurance-website">insurance website</a> to help your clients optimize their personal safety. Use any of these 10 ideas for your blog and/or email newsletter this November.<br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><strong>Veteran’s Day (November 11)</strong>: Are you looking for a way to recognize the brave soldiers who have fought for our freedom? Post your thanks to social media, or make a banner for an email newsletter or your website’s home page. A little bit of effort can show support in a big way.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>World Diabetes Day (November 14)</strong>: Few people understand the nature of this chronic illness. World Diabetes Day is a good chance to explain why people should have regular health checks. Mentioning the benefits of health insurance would make a great call to action for this topic.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Fire Safety</strong>: This is the time of year when everyone is scrambling to keep warm with heating devices. But if they malfunction, they can produce poisonous carbon monoxide. Not to mention, fireplaces and candles create a direct fire hazard inside of homes. Write about how to protect homes and families from the risk of carbon monoxide and fires.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Winter Liabilities</strong>: Winter weather can lead to many liability risks like guests slipping on icy walkways. Before the cold sets in, write about these risks and what people can do to reduce the potential for damage.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Thanksgiving (November 26)</strong>: Turkey Day is a favorite holiday for many people. Wish your clients a happy and safe holiday before you go off to enjoy your own festivities. </span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Black Friday (November 27)</strong>: Black Friday can get crazy with crowds. Share some shopping safety tips. Don’t forget to mention how to protect vehicles from car theft.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Meal Prep Safety</strong>: Cooking for Thanksgiving and other holiday meals is a tough job. And with so much happening in the kitchen, it’s easy to forget to keep an eye on everything. Offering safety tips for cooking holiday meals may help your clients avoid risks.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Saving on Utilities</strong>: Heating a home can cost a pretty penny. However, there are plenty of ways to reduce the utility bill while staying warm. Your clients will appreciate any money-saving advice you share.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Cold Weather Nutrition</strong>: It’s human nature to want to gorge on carbs and other unhealthy foods when it’s cold out. But maintaining proper nutrition helps keep off those extra holiday pounds. Share tips for preparing nutritious meals that are hearty and satisfying.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Off-Season Boat Insurance</strong>: Some people think canceling boat insurance during the off-season is a good way to save money. But as an agent, you know things aren’t that simple. Remind your clients why it’s necessary to maintain coverage. Write about the perks of a layup policy.</span></li>
</ol>
Stuck inside during the cold? Grab a blanket, and start writing some fresh content for your agency! <br />
<br />
If you enjoy these posts or have additional topic ideas, let us know in the comments section below.urn:uuid:830Goodbye Skeuomorphism, Hello Flat and Material Design - Agency Marketing BlogHow insurance website design has changed for improved user experience and how it affects your insurance agency website.2015-10-21T07:42:33Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/main_photo2.jpg" alt="hello flat design illustration" longdesc="Skeuomorphism vs flat design vs material design. " style="width: 250px; height: 149px; float: right; margin: 5px;" />Like all things in life, trends come and go. The same goes for website designs. Today, design trends are moving away from skeuomorphism design. Instead, we’re moving towards flat and material design concepts. When it comes to your <a href="http://www.getitc.com/!/insurance-website-designs">insurance website design</a>, it’s important you don’t get left behind. <br />
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As a designer, it’s easy to spot the difference between these designs. But, as an agent, it may be a bit more difficult. So I’m breaking the design concepts down and giving you some visuals. Let’s dive in.<br />
<br />
<strong>What is Skeuomorphism?</strong><br />
Skeuomorphism design gives website elements a realistic look. It makes clickable elements easier to identify on a website. Elements like buttons usually have a 3D appearance with gradients, shadows and techniques. This helps imitate the look of a button in the physical world. Skeuomorphism design became popular when Apple devices used it. <br />
<br />
<strong>Flat Design</strong><br />
Flat design made a big entrance with the introduction of Windows 8 Metro style. This minimalistic and user-centric design approach brought users a freshness and simplicity. Something skeuomorphism was lacking.<br />
<br />
Flat design is a design stripped of all 3D elements. Gradients, shadows, glows and the like are completely non-existent in this style. All elements in flat design appear to lie on a single flat surface. The elements are clearer and easier to comprehend. <br />
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People have become more familiar with the basic placement and orientation of websites. So now we don’t need 3D buttons to know something is clickable. With flat design, buttons are usually bright with contrasting colors like the examples below.<br />
<br />
<img src="/images/blog/Screenshots/flat%20design_01.jpg" alt="flat design " longdesc="insurance website flat design" style="width: 600px; height: 310px;" /><br />
<br />
<img src="/images/blog/Screenshots/flat%20design_02.jpg" alt="flat design" longdesc="insurance website flat design" style="width: 600px; height: 310px;" /><br />
<br />
<br />
<strong>Material Design</strong><br />
Material design is flat design but with subtle 3D details. <a href="http://www.google.com/design/spec/material-design/introduction.html">Google created <g class="gr_ gr_90 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep" id="90" data-gr-id="90">material</g> design and maintains full control over it</a>. Any changes to the style must be approved by them. However, you can use <g class="gr_ gr_88 gr-alert gr_gramm Grammar only-ins replaceWithoutSep" id="88" data-gr-id="88">material</g> design without attributing Google. <br />
<br />
This style maintains the simplicity of flat design while adding a bit of skeuomorphism. There are two main differences between flat and material design. The first is the use of the z-axis. The second is the use of layers and animations in a realistic way. The layers in material designs are like stacking numerous pieces of paper, then reshaping and folding them. Google designers created paper models to determine how the layering and shadows would work. <br />
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Check out the examples below. These subtle, yet crucial details are what set material design apart from flat design. <br />
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<img src="/images/blog/Screenshots/flatv.material.jpg" alt="material design" longdesc="material design insurance website" style="width: 600px; height: 445px;" /><br />
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To sum it up, let’s take a look at all three design styles side by side:<br />
<br />
<img src="/images/blog/Screenshots/skeuomorphism_flat_material.jpg" alt="skeuomorphism_flat_material" style="width: 600px; height: 330px;" /><br />
<em>
(Source: PXLBros.com)</em><br />
<br />
While some designers still use skeuomorphism, it is making its way out of the industry. Designers are replacing its noisy design elements with the simplistic, more user-friendly elements of flat and material design. <br />
<br />
In general, less visual noise makes flat and material designs easier to comprehend. These design styles are also more soothing to the eyes. Naturally, these styles are dominating insurance website designs and the greater web design world. <br />
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Do you have older design elements like skeuomorphism on your insurance website? <a href="http://www.getitc.com/products/websites/consultation/">Contact us to get a free consultation</a>. We’ll show you how a design update can enhance your website’s user experience. urn:uuid:829Back Away from the Purchased Email Lists - Agency Marketing BlogPurchasing an email list is the easy route, but can cause your insurance agency more harm than good in the long run.2015-10-19T08:15:59Z2024-03-19T05:52:04Z<img style="width: 250px; height: 167px; float: right; margin: 5px;" longdesc="say no to purchasing email lists for your insurance agency" alt="warning sign" src="/images/blog/Thinkstock/480654671_sign.jpg" />A purchased email list can cause a lot of damage to your email marketing efforts. The negative effects are usually only realized when it’s too late. Like when bounces flood your inbox. It’s unfortunate, but true. <br />
<br />
On top of that, using a purchased list can bring unwanted attention from larger web servers. This can cause domain damage and leave your emails labeled as spam.<br />
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Instead of taking the fast route, it’s best to grow your list organically. At first, it may seem tough. But growing your list definitely beats the alternative of a purchased email list. Trust me on this. But, if you still need more convincing, here are three big reasons why buying an email list is a bad idea. <br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><strong>Unfamiliarity does more harm than good</strong>. The worst part of a purchased list is that you don’t know the people on the purchased list and they don’t know you. People are much more likely to delete an email from an unknown sender. Think about how many times you’ve sent an unsolicited email straight to your spam folder. You usually don’t think twice about, right? You don’t want your email to fall into that category. </span><span style="line-height: 1.5em;"><br />
<br />
Sometimes a purchased list is actually put together using another purchased list. The extra degree of separation only increases your risk of getting labeled as spam. And, speaking of spam…</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Spam Traps and Honeypots</strong>. A spam trap is an inactive email address whose sole purpose is to receive unwanted email and identify spammers. There are two types of spam traps. Recycled email addresses are abandoned or closed email accounts that are reactivated. Internet service providers (and sometimes third parties) create honeypot email addresses. They then put the honeypots on websites specifically to be scraped and used by spammers. </span><span style="line-height: 1.5em;"><br />
<br />
Spam traps often appear in a purchased list. If you use a purchased list, you could be labelled a spam sender. It could then take you years to re-build your sender score. </span></li>
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<li><span style="line-height: 1.5em;"><strong>Purchased lists have email addresses you don’t want anyway</strong>. It is more difficult to sell to a list of people who have never heard of you or shown recent interest in insurance. Purchased emails are more often than not filled with these types of people. Why would you spend money to reach people who have no interest in buying from you? </span></li>
</ol>
Again, growing a list organically is not easy. If you were still on the fence, I hope this list convinced you to stay away from purchased lists. <a href="http://www.getitc.com/blog/marketing/2014/06/06/growing-your-email-list-organically#.ViFC7n6rSUk">Growing your own organic email list</a> will provide your agency with a bigger payoff, and it’s legal! We have some great tips to help you build your own email list.<br />
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<em>
How do you feel about purchased lists? I’d love to hear your opinion. Leave a comment below.</em>urn:uuid:828Masters of Marketing -- How to Create Awesome Emails That Won't Get Deleted - Agency Marketing BlogThe slides and recording of the October 15, 2015 Masters of Marketing webinar.2015-10-15T14:58:46Z2024-03-19T05:52:04ZIn this month's Masters of Marketing webinar, I discussed the fundamentals of creating marketing emails for your agency that your readers will actually read. If you missed it, you can watch the recording <a href="https://attendee.gotowebinar.com/recording/3953826591200717569"></a><a href="https://attendee.gotowebinar.com/recording/4176309469926564353"></a><a href="https://attendee.gotowebinar.com/recording/953395697203401218">here </a>or review the slides below. <br />
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<iframe src="//www.slideshare.net/slideshow/embed_code/key/IrG6PFrwYdSwH4" width="425" height="355" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
<div style="margin-bottom: 5px;"> <strong> <a href="//www.slideshare.net/iwb_insurance/masters-of-marketing-how-to-create-awesome-emails-that-wont-get-deleted" title="Masters of Marketing -- How to Create Awesome Emails That Won't Get Deleted" target="_blank"></a></strong>Join us for our next Masters of Marketing webinar on Thursday, November 19th at 12 p.m. CST (1 p.m. EST; 11 a.m. MST; 10 a.m. PST). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/" style="background-color: #ffffff;">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.<br />
<strong><a href="//www.slideshare.net/iwb_insurance" target="_blank"></a></strong> </div>urn:uuid:8275 More Scary Agency Marketing Terms Unmasked - Agency Marketing BlogFive more scary agency marketing terms you should know.2015-10-14T07:26:36Z2024-03-19T05:52:04Z<img src="http://www.getitc.com/images/blog/Thinkstock/ThinkstockPhotos-187034361.jpg" alt="scared couple" style="width: 250px; height: 250px; float: right; margin: 5px;" />Last year, we broke down <a href="http://www.getitc.com/blog/marketing/2014/09/15/boo-5-scary-marketing-terms-unmasked#.Vh0WW_lVhBc">five popular marketing terms that many agents find intimidating</a>. There are so many marketing terms out there. I felt it was time to bring you five more terms so you are better prepared for marketing your agency.<br />
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So, let’s dive in. Here are five agency marketing terms you should know and shouldn’t run away from.<br />
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<ol>
<li><span style="line-height: 1.5em;"><strong>Digital Marketing</strong></span><span style="line-height: 1.5em;"><br />
You’ve heard this term a lot over recent years. Traditional marketing </span>are<span style="line-height: 1.5em;"> the campaigns we used decades ago. Think yellow pages, TV/radio, print and direct mail. Digital marketing </span>are<span style="line-height: 1.5em;"> the campaigns and promotions on the Internet or using digital technology. Digital marketing tactics include insurance agency websites, search engine optimization, marketing automation, content marketing, email marketing, and social media. </span><span style="line-height: 1.5em;"><br />
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Digital marketing involves a lot of moving parts. It can take </span>time<span style="line-height: 1.5em;"> to get the perfect strategy in place for your insurance agency. But, digital marketing is an integral part of your <a href="http://www.getitc.com/solutions/agency_marketing/social_media/">whole agency marketing plan</a>.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Marketing Automation </strong></span><br />
Marketing automation is a major buzzword nowadays. In a nutshell, marketing automation is technology that automates marketing tasks. These tasks could be email<span style="line-height: 1.5em;"> marketing campaigns or scheduling social media. </span><br />
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<a href="http://www.getitc.com/products/automated-agency-marketing/">With this technology</a>, you can automatically nurture prospects and build relationships with clients. It automates the follow-up<span style="line-height: 1.5em;"> process so leads don’t fall through the cracks. Marketing automation can have a big impact on your digital agency marketing strategy.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Long-Tail Keywords </strong></span><br />
In SEO, keywords are the words that sum up your <g data-gr-id="946" id="946" class="gr_ gr_946 gr-alert gr_spell ContextualSpelling">webpage</g><span style="line-height: 1.5em;">. Search engines use keywords to identify when a web page matches a search and then show that page in the search results. Basic or head keywords are usually just one to two words long. Long-tail keywords are phrases that include three to four words that are specific to your agency. For example, “life insurance in Carrollton, Texas” is a long-tail keyword. </span><span style="line-height: 1.5em;"><br />
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Using long-tail keywords on your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> helps with your search engine ranking. Since they're more specific, long-tail keywords are often easier to target and rank well for. Plus, a consumer that uses a long-tail keyword is more likely to convert. </span></li>
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<li><span style="line-height: 1.5em;"><strong>Value Proposition </strong></span><br />
Marketers talk about <g class="gr_ gr_972 gr-alert gr_gramm Grammar only-ins replaceWithoutSep" id="972" data-gr-id="972">value</g><span style="line-height: 1.5em;"> proposition in regards to building a brand. Your agency’s value proposition is what sets you apart from your competition. If you‘re the only agency in your area that is open on </span>Saturdays,<span style="line-height: 1.5em;"> that should be a part of your value proposition. </span><span style="line-height: 1.5em;"><br />
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Your value proposition should always be visible on your insurance website. It is also a great message to include in other digital agency marketing efforts.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Landing Page </strong></span><span style="line-height: 1.5em;"><br />
A <a href="http://www.getitc.com/blog/marketing/2014/02/24/how-to-get-insurance-leads-online-with-effective-landing-pages#.Vh1D8PlVhBc">landing page</a> is a web page that your visitors land on when they click on your link from an outside source like an email, online ad or social media. Landing pages are usually stripped of website navigation. They often offer informative content like a free report in exchange for contact information. </span><span style="line-height: 1.5em;"><br />
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When someone lands on your landing page from an online ad, email campaign or social media, you want her to fill out your form so you can then continue to market to her. It’s best to focus your each landing page on a specific product. Then you can use the right landing page for individual campaigns. You’ll have a higher chance for conversions because you’re matching the right message to the right audience.</span></li>
</ol>
And there you have it! Five more scary marketing terms that in hindsight aren’t so scary. <br />
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If you have a marketing term you’re not too sure of, leave it in the comments section below for a future blog post.urn:uuid:826You’re Never Too Small for an Insurance Agency Website - Agency Marketing BlogNo matter what how big or small your agency is, you need an insurance website.2015-10-12T07:51:05Z2024-03-19T05:52:04Z<img style="width: 250px; height: 167px; float: right; margin: 5px;" longdesc="No matter what how big or small your agency is, you need an insurance website." alt="man doing accounts in cafe" src="/images/blog/Thinkstock/ThinkstockPhotos-533910957.jpg" />Based on an industry study done a few years ago, more than 25% of insurance agencies don’t have a website. <br />
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That is a crazy high number of agencies not taking advantage of online marketing. Especially considering how many consumers like to research and shop for insurance online. <br />
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Insurance agents have a lot of excuses on why they don’t have an <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>. Common excuses include they don’t have the time to spend building a website. Or, they don’t want to spend the money. But the truth is, insurance website design doesn’t have to be overly complicated or expensive. You don’t have to have design expertise or a big budget to have a great insurance website.<br />
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Even if your agency sells lines of business that require a more advisory sales approach, people will still go online to look you up. If your potential clients can’t find you online, they will likely move on to the next agency. <br />
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The future of your agency is online. You can’t afford to ignore it by not having a website. <br />
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Having an insurance agency website can make your agency more efficient:<br />
<ul>
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;"><strong>By reducing the amount and length of phone calls</strong>. Your clients can find answers to questions on your website. So you get more calls related to sales and fewer questions about how late your office is open.</span></li>
<li><span style="line-height: 1.5em;"><strong>By boosting sales through search engine traffic</strong>. More people are using a search engine like Google and Bing to find a local </span><g data-gr-id="177" id="177" class="gr_ gr_177 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep">insurance</g><span style="line-height: 1.5em;"> agent. If you don’t have a website, potential clients won’t be able to find you.</span></li>
<li><span style="line-height: 1.5em;"><strong>By increasing your brand’s visibility and legitimacy</strong>. You can’t rely solely on word of mouth nowadays. If you don’t have a website, it’s harder for your name to reach many people. Plus, having a website helps confirm you are a legitimate business and increases your agency's trustworthiness.</span></li>
</ul>
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An insurance website is no longer an option; it’s a necessity. No matter how big or small your agency is, you need a website. <br />
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If you’re ready to get started building the best website for you, we can help. We have several <a href="http://www.getitc.com/products/websites/">plans and insurance website templates</a> available to fit any agency. <a href="http://www.getitc.com/products/websites/webinar.aspx?camp=marketingblog101215">Watch this free demo video</a> to learn more about our websites.</ul>urn:uuid:825ACORD Forms Update (September 2015) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in September 2015.2015-10-08T09:00:09Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<h2 class="subtitle"><strong>New Forms</strong></h2>
876 2015/10 - Background Check Authorization<br />
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877 2015/10 - Disclosure of Intent to Obtain Consumer Report or Investigative Consumer Report (except California)<br />
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877 CA 2015/10 - California Disclosure of Intent to Obtain an Investigative Consumer Report<br />
<h2 class="subtitle"><strong>Forms with New Revision Dates</strong></h2>
20 2016/03 replaces 2009/12 - Certificate of Aviation Liability Insurance (for use on or after 3/1/2016)<br />
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21 2016/03 replaces 2009/12 - Certificate of Aircraft Insurance (for use on or after 3/1/2016)<br />
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22 2016/03 replaces 2012/04 - Intermodal Interchange Certificate of Insurance (for use on or after 3/1/2016)<br />
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23 2016/03 replaces 2010/05 - Vehicle or Equipment Certificate of Insurance (for use on or after 3/1/2016)<br />
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24 2016/03 replaces 2009/09 - Certificate of Property Insurance (for use on or after 3/1/2016)<br />
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25 2016/03 replaces 2014/01 - Certificate of Liability Insurance (for use on or after 3/1/2016)<br />
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27 2016/03 replaces 2009/12 - Evidence of Property Insurance (for use on or after 3/1/2016)<br />
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28 2016/03 replaces 2014/01 - Evidence of Commercial Property Insurance (for use on or after 3/1/2016)<br />
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29 2016/03 replaces 2013/01 - Evidence of Flood Insurance (for use on or after 3/1/2016)<br />
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30 2016/03 replaces 2014/01 - Certificate of Garage Insurance (for use on or after 3/1/2016)<br />
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31 2016/03 replaces 2014/01 - Certificate of Marine/Energy Insurance (for use on or after 3/1/2016)<br />
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821 2015/10 replaces 2014/12 - Producer Information Form (PIF)<br />
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51 NV 2015/10 replaces 2013/10 - Nevada Temporary Insurance Identification Card<br />
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52 NV 2015/10 replaces 2013/10 - Nevada Permanent Insurance Identification Card<br />
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53 NV 2015/10 replaces 2011/05 - Nevada Temporary Insurance Identification Card Evidence of Operator's Policy of Insurance<br />
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54 NV 2015/10 replaces 2011/05 - Nevada Permanent Insurance Identification Card Evidence of Operator's Policy of Insurance<br />
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132 NJ 2015/09 replaces 2013/07 - New Jersey Workers Compensation Insurance Plan Instructions and Rules<br />
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133 NJ 2015/09 replaces 2013/07 - New Jersey Workers Compensation Insurance Plan, Application for Designation of an Insurance Company<br />
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134 NJ 2015/09 replaces 2007/01 - New Jersey Workers Comp. Insurance Plan Notice of Election - Proprietors and Partners<br />
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135 NC 2015/10 replaces 2012/10 - North Carolina Workers Compensation Insurance Plan Application For Designation Of An Insurance Company<br />
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135 NJ 2015/09 replaces 2009/09 - New Jersey Workers Compensation Insurance Plan<br />
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136 NC 2015/10 replaces 2012/10 - North Carolina Workers Compensation Insurance Plan Instructions for Completing ACORD 135 NC Application<br />
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136 NJ 2015/09 replaces 2009/09 - New Jersey Workers Compensation Insurance Plan - Truckers Supplemental Applicationurn:uuid:823The 3 Daily Social Media Tasks You Shouldn’t Forget - Agency Marketing BlogSocial media is more than follows and likes. These simple tasks can make a difference in your social media efforts as part of your insurance agency marketing.2015-10-07T07:49:30Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/ThinkstockPhotos-188075823.jpg" ;img-responsive”alt="to do list" longdesc="Social media is more than follows and likes. These simple tasks can make a difference in your social media efforts as part of your insurance agency marketing." style="width: 250px; height: 167px; float: right; margin: 5px;" />With social media marketing, it isn’t one size fits all. But, there is a constant when it comes to using social media: it takes time. When your work days are busy, it’s easy to forget how important social media is. It is an important part of your <a href="http://www.getitc.com/solutions/agency_marketing/social_media/">whole agency marketing strategy</a>.<br />
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Social media should be more than getting likes and followers. It should enhance your marketing. It should help promote your agency. It should drive in more traffic to your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>. Social media, when done well and over time, can increase your conversions.<br />
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If you want social media to work in your favor, here are three tasks you should make time for and commit to every day.<br />
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<ol>
<li><strong style="line-height: 1.5em;">Check Your Alerts.</strong><span style="line-height: 1.5em;"> Checking your alerts is an important part of social media but is easy to forget. This is especially true if you don’t have alerts set up for your social media accounts. Without checking your mentions daily, you will never know how your posts or tweets are doing. Plus, when you check mentions daily, you’re aware of any conversation involving your agency. For instance, customer service issues. If a client decides to air his grievance about your agency on social media, you want to know ASAP. You can then control the situation and prevent it from having a negative impact your agency.</span></li>
<li><strong style="line-height: 1.5em;">Build Relationships.</strong><span style="line-height: 1.5em;"> Along with engaging with your clients, you also should engage with other businesses. Comment, like or share posts from referral sources and other businesses in your community. Look at your friends’ feeds or the people who frequently engage with your agency. This will build </span><g class="gr_ gr_40 gr-alert gr_gramm Grammar only-del replaceWithoutSep" id="40" data-gr-id="40">upon </g><span style="line-height: 1.5em;">your relationships and improve your agency advocacy.</span></li>
<li><strong style="line-height: 1.5em;">Be Aware of Prospects. </strong><span style="line-height: 1.5em;">If someone new follows your agency on social media, it could be a hint that they are in the market for insurance. Maybe they found you through a <a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/">local web search</a> or heard about you by word of mouth. No matter how they found you, always be aware and take advantage of the follow. Engage by thanking them for the follow. Also, use Twitter lists to help you keep track of potential customers. </span></li>
</ol>
Besides consistent posting, completing these tasks daily can improve your social media marketing so your efforts aren’t in vain.<br />
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Do you have a question about <a href="http://www.getitc.com/solutions/agency_marketing/social_media/">social media marketing</a>? Leave it in the comments below.urn:uuid:824Operation Agency Success: 5 Traits of a Great Comparative Rater - ITC VideosIn our latest video on agency success, ITC President Laird Rixford discusses the 5 traits that make a comparative rating system great.2015-10-06T14:15:00Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/141685462?portrait=0&color=ff9933&camp;autoplay=1" style="margin-top: 8px;"><noframes><img alt="" src="/images/blog/OAS/OAS_image_02022015.jpg"></noframes></iframe>
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<br />
What makes a comparative rater great? ITC President Laird Rixford talks about the five traits that make a comparative rating system the right tool for your independent insurance agency.<br />
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<h2 class="subtitle">Related Articles</h2>
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<a href="http://www.getitc.com/blog/rating/2014/11/04/the-value-of-a-comparative-rater">The Value of a Comparative Rater</a><br />
<a href="http://www.getitc.com/blog/rating/2014/12/10/now-is-the-time-comparative-rating-system-edition">Now is the Time: Comparative Rating System Edition</a><br />
<a href="http://www.getitc.com/blog/rating/2015/01/27/behind-the-scenes-adding-rates-to-a-comparative-rater">Behind the Scenes: Adding Rates to a Comparative Rater</a>urn:uuid:822No Nonsense Insurance Agency Marketing Strategies That Cost Practically Nothing - Agency Marketing BlogStraightforward tips for insurance agency marketing that are simple and cheap to implement.2015-10-05T07:13:13Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/156904630.jpg" alt="business woman at desk" longdesc="Straightforward tips for insurance agency marketing that are simple and cheap to implement." style="width: 250px; height: 167px; float: right; margin: 5px;" />You're here for tips to improve your insurance agency marketing strategy. Without further ado, let's dive straight into it.<br />
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<strong>Answering the phone </strong><br />
The person who answers the phone at your agency should always be upbeat and helpful. A phone call is sometimes a person’s first impression of your agency. If your employee is rude, you may lose a current or potential client. And, it could result in a negative reputation.<br />
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<strong>Get an automated phone system</strong><br />
Your agency should always be available via phone even if a live person doesn’t answer. There is nothing more off-putting to a consumer than when the phone rings ad infinitum.<br />
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<strong>Responding to emails </strong><br />
Responding to emails is like answering the phone. Only your clients can’t tell your tone in an email. Keep in mind that sarcasm may not translate well in an email. Write emails that are straightforward and to the point.<br />
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<strong>Manage your reputation </strong><br />
Search for your agency name on Google, Yelp, Yellowpages and other business listings. Read all your reviews. On Google My Business and Yelp, you can respond to reviews as a business owner. I recommended you respond to all reviews, not just the bad ones. Thank reviewers for their positive feedback. This proactive approach will show people that your agency cares about its clients.<br />
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<strong>Track your leads </strong><br />
Leads come from anywhere these days. Walk-ins, phone calls, referrals, <g class="gr_ gr_67 gr-alert gr_gramm Grammar multiReplace" id="67" data-gr-id="67">Internet</g>, print media, billboards, agency events, etc. If you don’t know where your leads are coming from, you will never know what is working. And, you’ll continue to dump money into marketing tactics that may or may not work. If you don’t already track your leads, use <a href="https://www.google.com/sheets/about/">Google’s online spreadsheet</a>. All your employees can access your leads using this online tool. Also, integrate your tracked leads with your <a href="http://www.getitc.com/products/leadmanagement/">insurance email marketing strategy</a>.<br />
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<strong>Answering questions </strong><br />
It’s okay to tell a person you don’t know the answer to a question. Don’t waste his time leaving him on hold for a long time or giving an unsure answer. Do your due diligence to get the right answer. Even if it means you’ll <g class="gr_ gr_65 gr-alert gr_gramm Grammar multiReplace" id="65" data-gr-id="65"><g class="gr_ gr_66 gr-alert gr_gramm Grammar only-ins replaceWithoutSep" id="66" data-gr-id="66">need</g> contact</g> him later that day or the next.<br />
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<strong><a href="http://www.getitc.com/blog/marketing/2015/08/03/5-step-customer-service-process#.VgMITt9VhBc">Use a 5 step customer service process</a></strong><br />
Listen to what the client is saying and what she’s not saying. Based on the context, you can often fill in blanks to better understand your client. Repeat what the client is saying to you, so you can show you’re present in the conversation. Empathize with and assure the client you will resolve the issue in a timely manner. Do everything you can to fix the problem. Once you’ve resolved the problem, share the solution. Then your team knows how to handle it in case the issue arises again.<br />
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Not only are the above suggestions, for the most part, free, they’re also simple to implement. I’d love to hear any other <g class="gr_ gr_60 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="60" data-gr-id="60">no nonsense</g> tips you have. Leave them in the comments below.urn:uuid:821How to Maintain a Successful Blog When You’re Busy - Agency Marketing BlogBlogging is important to the success of your insurance agency website. Here’s how to maintain a successful blog even when you’re busy.2015-09-30T08:40:48Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-467037747.jpg" alt="multitasking business man" longdesc="Blogging is important to the success of your insurance agency website. Here’s how to maintain a successful blog even when you’re busy." style="width: 250px; height: 190px; float: right; margin: 5px;" />To blog or not to blog. There is no question. If you’re serious about digital agency marketing, you must blog. <br />
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If you want to generate more traffic to your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>, blog. When you blog consistently, you are updating your website with fresh content. Search engines love fresh content and reward websites that update regularly with higher rankings. <br />
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If you want to show your website visitors they can trust you, blog. You are an <g class="gr_ gr_101 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="101" data-gr-id="101">insurance</g> expert. Blogging shares that expertise with people who are looking for insurance help or information. <br />
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If you’re looking for content to share on your social media profiles, blog. Sharing content that is valuable can make a difference in audience engagement. Blogging also is a great source of content for your agency newsletter. <br />
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Many agencies that blog regularly are seeing better online lead generation. As long as there are search engines focused on providing relevant content to users, blogging will remain an important tool in the marketing toolbox.<br />
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<strong>Consistency</strong><br />
A successful blog is a consistent blog. If you post sporadically, people will wonder why you bother at all. <a href="http://www.getitc.com/blog/marketing/2015/02/09/what-a-neglected-blog-says-about-your-insurance-agency">You will give the wrong impression</a>. When people see consistency, they’ll trust you more.<br />
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The most common excuse I hear to not blog consistently is<em> I’m too busy</em>. Are you too busy to do the most important thing for your website and agency you can do? The good news is maintaining a successful blog isn’t hard. With a little bit of organization and forward thinking, it can be easy.<br />
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<strong>Write It Down</strong><br />
You may think there’s only a certain amount of insurance topics you can write about. <em>How to Save Money on Car Insurance</em> But when you start to write down ideas, you’ll discover that there are a lot more than you first realized. <em>What to Do When You’ve <g class="gr_ gr_110 gr-alert gr_gramm Grammar multiReplace" id="110" data-gr-id="110">Been</g> in an Accident or Why is Insurance So Expensive?</em> (<a href="http://www.getitc.com/blog/marketing/2015/09/23/chill-out-with-these-10-blogging-ideas-for-october">Here are 10 ideas for October</a>.)<br />
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When you write down ideas for blog posts, you don’t have to worry about writer’s block. You always have a topic to write about. Keep an open mind as you go about your daily tasks, and you will find blogging inspiration everywhere. You’ll notice questions your clients often ask. You’ll hear some news that affects your community. You’ll have a great client story to share.<br />
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Don’t think about it as giving away all your knowledge for free. All a prospect has to do is Google her question to find any number of websites with the information. If your website is not listed among them, you are missing a big opportunity. Think of it as showing your value so she contacts you for a quote instead of your competition.<br />
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<strong>Create a Schedule</strong><br />
A consistent blog doesn’t mean you have to blog every day. It means you are adhering to a regular blog schedule. That can be once or twice a month or once a week. Create a schedule you are confident you can maintain without overwhelming yourself.<br />
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Use a calendar or spreadsheet to keep track of when your blog post will be published so it doesn’t sneak up on you. You can even plan which topics you are going to cover when. Try to write a post at least a couple days before it is scheduled for publication. This will give you time to review and edit the post. Even better if you can knock out three or four posts at a time. Then you’ll have several weeks’ worth of blog posts ready, and you won’t have to write a new one every week.<br />
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Schedule writing time on your calendar so it’s blocked off. That way you won’t schedule something else during writing time. Find a way to hold yourself accountable so you keep to your schedule.<br />
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<strong>Quality Matters</strong><br />
More than anything, for your blog to be successful, it must be useful. Content that doesn’t answer a question or solve a problem is not useful. The more value you can provide, the more your website visitors will see you as someone who can help them. Make their lives easier, and they will trust you for a long time.<br />
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<strong>Don’t Go It Alone</strong><br />
You don’t have to do it all yourself. Many successful blogs have more than one author. Are there other people at your agency who can write and are willing to contribute? Enlist their help. <br />
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Do you have good referral relationships with people who might contribute an occasional post to your blog? You could reciprocate with an occasional post on their blog.<br />
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Inviting others contribute to your blog adds to the expertise and topics your blog can cover. This variety could be even more useful to your clients. Also, it takes some of the posting pressure off of you and exposes your agency to a larger audience.<br />
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<strong>Online Success Can Be Yours</strong><br />
It takes work to have a successful blog, but that doesn’t mean it is difficult. With a little organization, forward thinking, and teamwork, you can maintain a successful blog even when you’re busy.<br />
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<em>Got a tip for blogging with a busy schedule? Leave it in the comments below. </em>urn:uuid:820How to Simplify Your Insurance Website Design - Agency Marketing BlogA simpler insurance agency website is within your reach when you follow these three tips.2015-09-28T08:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-522020007.jpg" alt="keep it simple" longdesc="A simpler insurance agency website is within your reach when you use these three tips." style="width: 250px; height: 250px; float: right; margin: 5px;" />Websites with complex designs may look good. But they don’t compare to a website that has a simple design. <a href="http://conversionxl.com/why-simple-websites-are-scientifically-better/">Science has proven this to be true.</a> <br />
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The reason why simple design reigns supreme is because it takes us a fraction of a second to judge a website. The more time it takes to make a decision, the less likely we are to have a positive <g class="gr_ gr_70 gr-alert gr_spell ContextualSpelling multiReplace" id="70" data-gr-id="70">judgement</g>. <br />
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When it comes to <a href="http://www.getitc.com/!/insurance-website-designs">insurance website design</a>, the simpler the better. A simple design is less expensive to make, easier to understand, and easier to manage. This is especially true for insurance agency websites. You want to guide the visitor through your website from start to finish as quickly as possible.<br />
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So, what are some ways you can make your insurance website simpler? Keep reading to find out. <br />
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<ol>
<li><span style="line-height: 1.5em;"><strong>Eliminate unnecessary elements</strong>. Widgets, for example. Some widgets may include weather trackers, social media profiles, and news feeds. They can appear bulky and add significant load time to your website. They can also distract attention from your content. The time your visitors spend looking at these elements is </span><g class="gr_ gr_316 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep" id="316" data-gr-id="316">time</g><span style="line-height: 1.5em;"> they’re not submitting a quote form. </span></li>
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<li><span style="line-height: 1.5em;"><strong>Include white space.</strong> Don’t think of white space as empty space. Instead, think of it as the necessary space used to enhance the visitor experience. White space increases the readability and usability of your insurance agency website. It keeps your website uncluttered. If you’re not sure how to add white space to your website, try condensing multiple pages into one page. You don’t need both a Meet the Owner and an About Us page, do you?</span></li>
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<li><span style="line-height: 1.5em;"><strong>Add color</strong>. When you think of a simple insurance website design, you may think of black and white. That’ll definitely work if your agency colors are black and white. But if not, the use of color is still fine. In fact, using your colors on your insurance agency website helps with branding. The key is not to overdo it. When it doubt, use fewer colors. Your website will be less busy. </span></li>
</ol>
Simplifying your insurance website is easy if you follow these three simple steps. But if you’re more of a visual person, <a href="http://www.getitc.com/products/websites/order/">visit our template gallery</a> to view some of our simple website examples. And as always, if you have any questions or comments, leave them in the comments section below.urn:uuid:819Chill Out with These 10 Blogging Ideas for October! - Agency Marketing BlogFall has arrived, and it’s the perfect time to snuggle up and write some content for your insurance agency blog and newsletters for October.2015-09-23T07:21:55Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-477354108.jpg" ;class="img-responsive" alt="jack-o-lantern" longdesc="Fall has arrived, and it’s the perfect time to snuggle up and write some content for your insurance agency blog and newsletters for October." style="width: 250px; height: 167px; float: right; margin: 5px;" />As the weather cools down and the sun begins to set earlier, people are starting to pull out their sweaters and cuddling up in blankets with a hot cup of tea. This cocoon of warmth is the perfect setting to write some seasonal content for your insurance agency. But, where do you begin? I’ve compiled 10 ideas for your agency’s blogs and email newsletters this October.<br />
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<ol>
<li><span style="line-height: 1.5em;"><strong>Fire Prevention Week (October 4-10):</strong> Though there’s always a risk for home fires, the risk grows higher during fall and winter when heating devices are regularly used. Provide your clients with fire prevention tips in regards to cooking safety, the use of fire alarms and extinguishers, candle safety and more.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Winterizing Your Home</strong>: Winter weather can be rough on houses. Now is a good time to offer tips so your clients can winterize their homes before the harsh weather sets in. Tips may include cleaning the gutters, trimming tree branches, caulking cracks around doors and windows, wrapping pipes and more.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Preventing Frozen Pipes</strong>: Speaking of wrapping pipes, frozen pipes are such a big risk during winter that this point deserves extra attention. During cold snaps, pipes can freeze and burst. The leaking water can cause an assortment of costly damages. Remind your clients to insulate their pipes soon to minimize the chances of problems later.</span></li>
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<li><span style="line-height: 1.5em;"><strong>National Pumpkin Cheesecake Day (October 21)</strong>: This may sound like a silly holiday, but why not celebrate a food that so many people love to indulge in during fall! Do you have a favorite recipe for a pumpkin dessert or know of a local bakery that makes delicious pumpkin treats? Share the details so your clients can enjoy this seasonal favorite as well.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Tips for Driving in Poor Weather</strong>: Rainy weather, especially as it turns into ice and snow, can cause risky driving conditions that your clients should be made aware of. And while real-life practice is the best way to learn how to handle certain conditions behind the wheel, it doesn’t hurt to provide practical tips to help keep the roads safer.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Halloween (October 31)</strong>: Though a fun and spooky holiday, Halloween is not without its risks. Provide safety tips—such as buying fire-retardant costumes, eating only packaged candy, crossing the street safely and more—so your clients and their children can enjoy the festivities with minimal worry.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Chimney Inspection</strong>: Before chimneys are put into regular use, they should be inspected for damages, repaired if necessary and cleaned of creosote buildup. This helps ensure the safe burning of fires for winter warmth.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Winterizing Cars and Other Vehicles</strong>: From specialized tires to storage options, cars and other vehicles like boats, RVs and motorcycles may need a bit of attention to keep them in good shape throughout winter. Provide a checklist of steps your clients should take to winterize their vehicles.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Fireplace Safety</strong>: Lighting a live fire inside a home, even with the protection of a fireplace, should be done with safety in mind. Remind your clients to use only seasoned wood, a mesh screen to block flying sparks, to keep flammable objects away from the fireplace and other tips for maintaining a safe home.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Comfort Food Recipes</strong>: Many people enjoy hearty soups, stews, and chili dishes as the weather cools. Share your favorite recipes for making delicious family meals to keep bellies full and warm.</span></li>
</ol>
Even as the temperature drops, your content can still be sizzling hot. Use these ideas to write engaging newsletters and social media posts that provide value to your clients and spark conversations. And of course, I’d love to hear any other ideas you have in the comments section below.urn:uuid:8183 SEO Tactics You Should Forget - Agency Marketing BlogYou have a great insurance agency website. Don’t ruin it with these three SEO tactics.2015-09-21T08:01:29Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-180946548.jpg" ;class="img-responsive" alt="good and evil street signs" longdesc="You have a great insurance agency website. Don’t ruin it with these three SEO tactics." style="width: 250px; height: 167px; float: right; margin: 5px;" />You’ve got a killer website for your insurance agency. Of course, you want a lot of clicks, eyeballs and engagement. <a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/">This is why SEO is crucial</a>.<br />
<br />
There are several quality ways to <a href="http://www.getitc.com/blog/tag/seo/">boost your agency website’s SEO</a>. However, there are just as many nefarious and not so helpful ways too. So I’ve compiled a list of the top three SEO strategies that you should do away with.<br />
<br />
<ol>
<li><strong style="line-height: 1.5em;">Farming for backlinks </strong><br />
<span style="line-height: 1.5em;">Backlinks are super helpful for SEO because having other sites link back to yours is something Google tracks, but there’s a limit. Creating bogus websites just to stuff links back to your webpage is frowned upon. </span><span style="line-height: 1.5em;"><br />
<br />
Backlinking still works, as long as it’s in moderation and from a reputable website that naturally links to your web page.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Keyword overload </strong></span><span style="line-height: 1.5em;"><br />
Keywords are good! Too many are bad. Very bad. Especially when you stuff keywords into headers and footers on various pages of your website. Google’s algorithms have advanced to prioritize content that is useful to the user. A page stuffed with keywords is not user-friendly so Google will penalize you if go this route. </span></li>
<br />
<li><strong style="line-height: 1.5em;">Writing for Google, not your customers </strong><span style="line-height: 1.5em;"><br />
Updating your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> with relevant and fresh content is still the key to proper SEO. But tailoring the content to entice Google’s search engine robots and not your customers is hurtful to your clients and your SEO. </span><span style="line-height: 1.5em;"><br />
<br />
Google continues to update its search engine robots to look for more user-friendly content. Writing your content for people is better for your customers and now it’s better for Google.</span></li>
</ol>
These three SEO strategies do nothing for your insurance <a href="http://www.getitc.com/products/websites/">agency website</a>. If you’re trying to boost your SEO, always remember this: Never use these three tactics. And content and catering to your customers is king.<br />
<br />
<em>
Do you have a question SEO question for us? Leave it in the comment section below.</em>urn:uuid:817Masters of Marketing -- Teach Me How to Market - Agency Marketing BlogThe slides and recording of the September 17, 2015 Masters of Marketing webinar.2015-09-17T14:35:43Z2024-03-19T05:52:04ZIn this month's Masters of Marketing webinar, I discussed the many parts of agency marketing and how to tie it all together. If you missed it, you can watch the recording <a href="https://attendee.gotowebinar.com/recording/4176309469926564353"></a><a href="https://attendee.gotowebinar.com/recording/953395697203401218">here </a>or review the slides below. <br />
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<iframe src="//www.slideshare.net/slideshow/embed_code/key/hezbauK8ad8EI3" width="425" height="355" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
<div style="margin-bottom: 5px;"><br />
</div>
Join us for our next Masters of Marketing webinar on Thursday, October 15th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/" style="background-color: #ffffff;">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.urn:uuid:816Top 5 Frequently Asked Questions During An Insurance Agency Website Consultation - Agency Marketing BlogWhen designing your insurance agency website, every question is a good question. Here is a list of the top five questions you should ask during your website con2015-09-16T08:24:22Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-477871645.jpg" alt="Questions" longdesc="Top Five FAQ's Asked During an Insurance Agency Website Design Consultation" style="width: 250px; height: 167px; float: right; margin: 5px;" />During my website consultations with agents, I get a lot of questions. And from my experience, every question is a good question when designing your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>. You are curious and want to know the best ways to promote your insurance agency online and make the most of your website. So today I’m answering a few.<br />
<br />
Below I’ve compiled a list of the top five most frequently asked questions I get during website consultations.<br />
<br />
<strong>Should I list all of my office locations?</strong><br />
<br />
Yes. You should list all of your agency locations on your website’s location and contact pages. However, I advise you don’t list them all on the bottom of your website’s homepage because it can confuse Google. Instead, only list the main office location on your homepage.<br />
<br />
<strong>Is a toll-free number still necessary?<br />
</strong><br />
Yes and no. If your clients tend to be an older demographic, I would encourage keeping a toll-free number if you already have one. But with the rise of cell phones, unlimited call packages, and a decline in at-home landlines, toll-free numbers are not a necessity anymore.<br />
<br />
Having a local number instead of a toll-free number lets your potential clients know they’re talking to someone nearby who understands their needs better than someone several states away.<br />
<br />
<strong>Should I show my carriers on my agency website?<br />
</strong><br />
This is a personal preference. Some independent agents have reasonable concerns about listing their companies. But, I do recommend listing the carriers to help give your website a branding boost. If you work with prominent insurance companies that your clients will recognize, it can help with your credibility. <br />
<br />
<strong>Which lines of business will be the most effective to show more prominently?<br />
</strong><br />
The lines of business you give more prominence depends heavily on what lines of business you offer. If you focus primarily on personal lines, auto and home are the most common types of insurance clients will be searching for and should take center stage.<br />
<br />
I encourage agents to think of the top 4-6 lines they would consider their primary lines. This can be lines of business they write the most or maybe ones they want to get more business in.<br />
<br />
<strong>Is blogging really that useful when it comes to my website’s search engine ranking?<br />
</strong><br />
Having a blog on your insurance agency website is a giant help when it comes to improving how your website rankings in the search engines. Google in particular has been consistent in favoring websites that produce original content on a regular basis. So we advise blogging when you can. <br />
<br />
As insurance agents, you know what’s happening in the industry and in your local area. A blog can be an easy way to get that information to your clients. It is not mandatory to post every day or every week, but getting into the habit or <a href="http://www.getitc.com/solutions/agency_marketing/content_services/">regularly blogging is a good investment in your website’s visibility</a>.<br />
<br />
And there you have it! The top five questions I get during an <a href="http://www.getitc.com/products/websites/">insurance website consultation.</a> <br />
<br />
Do you have any other agency website questions? Leave them in the comments below.urn:uuid:815ACORD Forms Update (August 2015) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in August 2015.2015-09-15T11:42:29Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<br />
<strong>Forms with New Revision Dates</strong><br />
140 2016/03 replaces 2014/12 - Property Section (for use on or after 3/1/2016)<br />
<br />
141 2016/03 replaces 2014/12 - Crime Section 2000 (for use on or after 3/1/2016)<br />
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823 2015/12 replaces 2011/10 - Additional Premises Information Schedule (for use on or after 12/1/2015)<br />
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60 WV 2016/01 replaces 12/93 - West Virginia Auto Supplement (for use on or after 1/1/2016)<br />
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61 WV 2016/01 replaces 2012/04 - West Virginia Uninsured/Underinsured Motorists Coverage Offer of Split Limits Liability (for use on or after 1/1/2016)<br />
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62 WV 2016/01 replaces 2012/04 - West Virginia Uninsured/Underinsured Motorist Coverage Offer of Single Limit Liability (for use on or after 1/1/2016)<br />
<br />
65 WV 2016/01 replaces 2006/05 - West Virginia Personal and Commercial Umbrella Liability Supplement - Uninsured/Underinsured Motor Vehicle Coverage Important Notice (for use on or after 1/1/2016)<br />
<br />
66 WV 2016/01 replaces 2012/04 - West Virginia Personal and Commercial Umbrella Liability Supplement Uninsured/Underinsured Motorist Coverage Offer of Split Limits Liability (for use on or after 1/1/2016)<br />
<br />
68 WV 2016/01 replaces 2012/04 - West Virginia Personal and Commercial Umbrella Liability Supplement Uninsured/Underinsured Motorists Coverage Offer of single Limit Liability (for use on or after 1/1/2016)<br />
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125 FL 2016/03 replaces 2015/02 - Florida Commercial Insurance Application, Applicant Information Section (for use on or after 3/1/2016)<br />
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177 CA 2015/09 replaces 2001/03 - California Auto Supplement - Auto Body Repair Consumer Bill of Rights<br />
<br />
<strong>Corrections or Modifications to Existing Forms</strong><br />
50 2007/03 - Insurance Identification Card(with watermark)<br />
<br />
50 2007/03 - Insurance Identification Card set(with watermark)<br />
<br />
50 2007/02 - Insurance Identification Cardurn:uuid:814Operation Agency Success: Do Something New - ITC VideosTo be successful, you have to look at your insurance agency in a new way. Watch this video to find out why.2015-09-14T14:50:29Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/139263483?portrait=0&color=ff9933&camp;autoplay=1" style="margin-top: 8px;"></iframe> <br />
<br />
As an insurance agency owner, your work is never done. Laird talks about why you need to think outside of the box to ensure your agency continues to be a success.<br />
<h2 class="subtitle" style="font-family: ubuntu, sans-serif;">Related Articles</h2>
<a href="http://www.getitc.com/videos/2015/03/03/make-a-change">Operation Success: Make a Change </a><br />
<a href="http://www.getitc.com/videos/2015/05/05/find-your-agencys-niche">Operation Agency Success: Finding Your Agency's Niche </a>urn:uuid:8134 Reasons Why Having a Responsive Site is Not Always Better - Agency Marketing BlogIf you’re thinking of getting a responsive insurance agency website, here are four reasons it may not always be better.2015-09-14T07:20:13Z2024-03-19T05:52:04Z<img style="width: 250px; height: 167px; float: right; margin: 5px;" longdesc="is responsive web design goo for your insurance agency website" alt="mobile phone" src="/images/blog/Thinkstock/181144228.jpg" />Responsive web design (RWD) is a web design approach that adapts the layout of a website across a wide range of devices like computer screens, mobile phones and tablets. RWD has been around for few years now. But since April 21st, the day of <a href="http://searchengineland.com/library/google/google-mobile-friendly-update"><g data-gr-id="36" id="36" class="gr_ gr_36 gr-alert gr_spell ContextualSpelling ins-del multiReplace">Mobilegeddon</g></a><g data-gr-id="36" id="36" class="gr_ gr_36 gr-alert gr_spell ContextualSpelling ins-del multiReplace gr-progress"></g>, we’ve had a lot more agents ask for this. <br />
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If you’re looking to redesign your <a href="http://www.getitc.com/products/websites/">insurance agency website</a> - or need a new one altogether - and have been thinking about RWD, here are four things to consider first.<br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><strong>Google doesn’t care</strong>. Whether your website is responsive or adaptive, it doesn’t matter to Google. Google bots aren’t measuring how aesthetically pleasing your website may be. They are instead evaluating whether your website will do well on a mobile device. <br />
<br />
</span></li>
<li><span style="line-height: 1.5em;"><strong>It can be slower</strong>. While RWD can definitely make your website pleasing to the eye, it can also possibly slow it down since a lot of RWD homepages are heavy on graphics. <br />
<br />
</span></li>
<li><span style="line-height: 1.5em;"><strong>Insurance shoppers just want to shop</strong>. When consumers are shopping for insurance on their mobile devices, they have a purpose and a sense of urgency. With RWD, your website could make it tougher for your website visitors to connect with you. And if not designed correctly, could cause your prospects to scroll forever before they find a relevant call to action.<br />
<br />
</span></li>
<li><span style="line-height: 1.5em;"><strong>It can cost more</strong>. Since most responsive designs are tricky and are a lot more involved than other web designs, you could incur additional costs.<br />
<br />
</span></li>
</ol>
After reading this list, you may think I’m against RDW but that’s not the case. Personally, I like responsive designs. In fact, we’ve created some exceptional RWD for our clients. The point I’m trying to make is that you don’t have to get a responsive website just because everyone says you need to. Instead, what you need is a design that reflects your agency’s personality, provides mobile access and clearly expresses your value proposition. <br />
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If you’re interested in learning more about RWD or redesigning your insurance agency website, we can help. <a href="http://www.getitc.com/products/websites/consultation/">Request a free consultation</a>. urn:uuid:812How a Marketing Expert Can Help Your Insurance Agency - Agency Marketing BlogA marketing expert can help your agency marketing to focus on the right strategy, fill in your resource gaps and hold you accountable to your marketing plan.2015-09-09T08:57:12Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-488496739.jpg" ;class="img-responsive" alt="clear vision" longdesc="how a marketing expert can help your insurance agency" style="width: 250px; height: 166px; float: right; margin: 5px;" />We provide <a href="http://www.getitc.com/solutions/agency_marketing/">marketing services</a> and expertise to insurance agents. So, the topic of this post may not surprise you. Of course we advocate for hiring marketing experts. But before I get into how hiring a marketing expert can help your agency, let me expand on what a marketing expert is not.<br />
<br />
A marketing expert is not…<br />
<br />
… a magic pill. Hiring a marketing expert is not going to magically fix your agency’s marketing if you don’t change how you view the challenge and opportunity of today’s online world. Without the processes and technology in place, there is little a marketing expert can do for your agency. These procedures and tools are critical to <g class="gr_ gr_49 gr-alert gr_gramm Grammar multiReplace" id="49" data-gr-id="49">help</g> you service leads and clients in the various ways they want to interact with you.<br />
<br />
… a silver bullet. Hiring a marketing expert does not mean that you can delegate everything marketing to him or her. It also doesn’t mean you don’t have to do anything else to market your agency. You still need to have an active role in your agency marketing. No one knows your agency better than you do, including a marketing expert.<br />
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Here is what hiring marketing help can do for your insurance agency. <br />
<br />
<ol>
<li><span style="line-height: 1.5em;">Find a strategy </span><span style="line-height: 1.5em;"><br />
Before you go full tilt on marketing activities, you will need a solid strategy to build your agency marketing foundation on. For example, if your insurance agency website needs work, you don’t want to start spending time and money on driving traffic to it. A marketing expert will help you identify the direction you want to go in and then help you take the proper steps to reach your goal successfully.</span></li>
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<li><span style="line-height: 1.5em;">Get focused <br />
When you’re doing many different marketing activities, it can be hard to know which is truly working and which isn’t. You have no idea where you should be spending your marketing budget and what’s a waste of your money. A marketing expert can help you focus on the right priorities and get an established process on those marketing activities before moving on to try new ones.</span></li>
<br />
<li><span style="line-height: 1.5em;">Fill in resource gaps <br />
Your expertise as an insurance agent lies in helping your clients get the best coverage for their needs at a price that works for them. You may have spent years marketing your agency to some amount of success, but that doesn’t necessarily mean you’re <g class="gr_ gr_54 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="54" data-gr-id="54">a</g></span><g class="gr_ gr_54 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="54" data-gr-id="54">marketing</g><span style="line-height: 1.5em;"> expert. Doing all the </span><g class="gr_ gr_51 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="51" data-gr-id="51">marketing</g><span style="line-height: 1.5em;"> yourself can be more costly than outsourcing some of it. You might be able to create a newsletter or know a little about SEO that you can optimize your page titles and descriptions. But spending time on these activities can take you away from tasks that you are better off spending your time on. A marketing expert can give you the time you need to get back to doing what you do best.</span></li>
<br />
<li><span style="line-height: 1.5em;">Hold you accountable <br />
It is easy to say you’re going to commit to something, like blogging or a monthly newsletter. It is much harder to keep that commitment when you have many other things competing for your attention. A marketing expert can help you document your agency marketing plan and then hold you accountable to it.</span></li>
</ol>
Think your agency can use some marketing help? <a href="http://www.getitc.com/products/websites/consultation/">Request a free agency consultation</a> to learn more.urn:uuid:811To HTTPS or Not to HTTPS – That is The Question - Agency Marketing BlogIs it time for your insurance agency to make the switch to an HTTPS website? Find out here.2015-09-04T09:10:53Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-476579292.jpg" alt="HTTPS" longdesc="HTTPS vs HTTP… which is better for your insurance agency?" style="width: 250px; height: 167px; float: right; margin: 5px;" />You may have heard recently about the potential connection between HTTPS secure websites and better <a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/">SEO rankings</a> as opposed to standard HTTP websites. If so, you may also have questions about whether or not you should make the switch. Before you decide, read up.<br />
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First, you need to know what HTTPS stands for. HTTPS or Hypertext Transfer Protocol Secure is the secure version of the standard HTTP and is the protocol over which data is sent between your browser and the website.<br />
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In August 2014, Google posted on their Webmaster blog that <a href="http://googlewebmastercentral.blogspot.com/2014/08/https-as-ranking-signal.html">HTTPS is a ranking signal</a>. However, the truth is that for now, it is only a <strong>very lightweight signal</strong> affecting less than 1% of GLOBAL searches. Google also stated that over time, they may decide to strengthen the weight of this signal because they want to encourage all website owners to make the switch in an effort to keep everyone safe on the web. <br />
<br />
Along with it being safer, there are some SEO advantages to moving your website from HTTP to HTTPS: <br />
<br />
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;"><strong>You will be able to see more referrer data in your Google Analytics report</strong>. Typically when traffic comes from an HTTPS website to an HTTP site, the referral information is stripped away. </span></li>
<li><span style="line-height: 1.5em;"><strong>Your agency website could get a small ranking boost</strong>. Google has confirmed the ranking boost of HTTPS. However, it is very likely you’ll find the effect of any ranking influence very small. For more information, check out this <a href="http://blog.searchmetrics.com/us/2014/08/29/https-vs-http-analysis-do-secure-sites-get-higher-rankings/">study by Search Metrics</a> in which it showed no detectable advantage to sites using HTTPS. </span></li>
<li><span style="line-height: 1.5em;"><strong>Your content will benefit from HTTPS/SSL encryption</strong>. HTTPS verifies that the website is the one the server is supposed to talk to. It prevents tampering by 3rd parties, and it encrypts all communication including URLs. This protects things like browsing history and credit card numbers.</span></li>
</ul>
Within a few years, it is possible that HTTPS may become standard. But for now, there are still some drawbacks to also consider when thinking of making the switch.
<br />
<br />
<ul class="ulstyle-bullets">
<li><span style="line-height: 1.5em;"><strong>Slower speeds</strong>. HTTPS does make your website slower. And as we all know, site speed is a large factor in ranking and an even bigger factor than whether or not your website is HTTPS or HTTP.</span></li>
<li><span style="line-height: 1.5em;"><strong>Not everything is ready for HTTPS</strong>. HTTPS is new, so older web applications may have trouble with HTTPS URLs. Even Google’s Search Console doesn’t yet support HTTPS migration. </span></li>
</ul>
So in a nutshell: HTTPS poses both benefits and cons, and while switching to HTTPS isn’t required right now, it could put you ahead of the curve for the future. <br />
<br />
If you are thinking about talking to your webmaster about moving your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> to HTTPS, you should do your homework first and consider all the factors first.<br />
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<em> Do you have a question about HTTPS vs HTTP? Leave it in the comments below. </em>urn:uuid:809It May be Time to Upgrade Your Insurance Website Design - Agency Marketing BlogIf you have flash elements on your insurance agency website, it may be time to upgrade. 2015-08-31T09:49:40Z2024-03-19T05:52:04Z<a href="http://www.getitc.com/blog/marketing/2015/06/17/the-truth-about-flash-in-insurance-website-design#.VeDI5vlVhBc"><img alt="" src="/images/blog/Thinkstock/ThinkstockPhotos-186411308.jpg" style="width: 250px; height: 205px; float: right; margin: 5px;" />There has been a lot of talk about Flash and websites nowadays</a>. Mainly because web browsers have become firmer about using the latest version of Flash player. With all the recent advances in web technologies concerning Flash, it’s pretty apparent that Flash as a web technology will be pushed out of the web design industry soon. Because of this, we recommend that if your <a href="http://www.getitc.com/products/websites/">insurance agency website</a> contains Flash, you consider upgrading your website soon. <br />
<br />
However, to better understand how these changes could be affecting your website, you first need to know how each browser is handling Flash elements. <br />
<br />
<span style="font-weight: 700;">Chrome</span><br />
A few months ago, Google announced its web browser Chrome will begin to “intelligently pause” Flash elements that are not central to a website’s experience. This means that if the browser pauses something a person is interested in like a Flash-based slideshow, they will have to take an extra step and turn it back on manually. This update is set to roll out in September.<br />
<br />
<span style="font-weight: 700;">Firefox</span><br />
In July, Mozilla began blocking older versions of Flash player by default. When Firefox blocks a Flash element, usually a gray box will appear in its place with a link to the add-ons tool. After clicking on the link, users have the option to make Firefox ‘Ask to Activate.’ Once that is selected, there is an option to run the Flash elements on a website. <br />
<br />
Note: On Insurance Website Builder websites, the alternate content will still display if the version of Flash player being used is outdated.<br />
<br />
<span style="font-weight: 700;">Internet Explorer</span><br />
Internet Explorer generally pushes updates to the latest versions of Flash player. This allows Flash elements to not being affected or blocked unless it is viewed through an old version of Flash player.<br />
<br />
<span style="font-weight: 700;">Why You Should Upgrade</span><br />
With Insurance Website Builder <g class="gr_ gr_44 gr-alert gr_spell ContextualSpelling" id="44" data-gr-id="44">websites</g>, we have always created our websites to be compatible across all browsers. Because of this, there are no Insurance Website Builder websites that are created entirely in Flash. Our <a href="http://www.getitc.com/!/insurance-website-designs">insurance website designs</a> only use bits of Flash throughout a website making it easy and inexpensive to upgrade those areas.<br />
<br />
While so far it appears browsers are only blocking Flash if a person is running an older version of Flash Player, trends prove that won’t last long. Browsers are continuing to <g class="gr_ gr_43 gr-alert gr_spell ContextualSpelling" id="43" data-gr-id="43">crackdown</g> on Flash elements so it’s important that you upgrade or replace your website’s Flash elements as soon as possible. Failing to do so will only cause your website’s usability to decrease, frustrate your visitors and harm your agency’s online presence. <br />
<br />
If you are interested in replacing the Flash on your website or purchasing a full website upgrade, contact a sales representative at (800) 383-3482 for more information.urn:uuid:808How Google’s Local Search Display Changes Impact Your Insurance Website Marketing Strategy - Agency Marketing BlogHave you noticed Google’s newest local search change? Find out how to ensure your insurance agency website isn’t impacted with these tips. 2015-08-26T09:24:18Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-504029489.jpg" alt="local search" longdesc="Local search listings" style="width: 250px; height: 188px; float: right; margin: 5px;" />If you’ve entered a search on Google recently, you might have noticed that the layout of the results page has changed. In particular, the local listings — a section of results for nearby businesses deemed relevant to the search — has been reduced from seven listings to three. These new local listings also frequently appear directly underneath paid search ads, making it harder for searchers to see traditional search results.<br />
<br />
Here’s a look at the new layout:<br />
<br />
<img alt="" src="/images/blog/Screenshots/Google%20Search%20Changes.jpg" class="img-responsive" /><br />
<br />
These changes will likely cause some headaches for insurance agents because there are fewer places where your agency can appear for searches. But there are some steps you can take to ensure your website still remains visible.<br />
<br />
<strong>Optimize Your Website</strong><br />
Make sure your business name, address and phone number are prominently displayed on your agency website. Include relevant keywords, such as the lines of insurance you offer and the cities you serve in the content on your homepage and other important pages. And, always make sure your website content is useful for searchers.<br />
<br />
<strong>Optimize Your Listings</strong><br />
Claim your agency’s listings on Google MyBusiness, Yelp, Facebook, Yellow Pages, FourSquare and other prominent business listing websites. Once you have access to edit these listings, make sure your business name, address, phone number and website are consistent. Also, make sure they display the correct category. In this case, it would be as an insurance agency. This is important because search engines check these listings when determining your website’s relevance for local search results.<br />
<br />
<strong>Get More Reviews</strong><br />
Search engines are known to favor businesses with plenty of reviews on sites like Google+, <g class="gr_ gr_61 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="61" data-gr-id="61">Yelp</g> and Facebook. Recent correlation studies also show <a href="https://moz.com/blog/the-new-snack-pack-where-users-clicking-how-you-can-win">searchers favor local search listings featuring review stars</a>. So, adding a review strategy for your agency is a must. Here are a few tidbits on getting reviews:<br />
<br />
<ul class="ulstyle-bullets">
<li><strong><span style="line-height: 1.5em;">Don’t send out an email blast to all of your customers that </span><g class="gr_ gr_60 gr-alert gr_gramm Grammar multiReplace" id="60" data-gr-id="60">asks</g></strong><span style="line-height: 1.5em;"><strong> for reviews on Google+, Yelp or Facebook.</strong> If your listing is bombarded with dozens of review submissions in a short time, these sites will filter out most of them as spam.</span></li>
<li><span style="line-height: 1.5em;"><strong>If you don’t get all 5 Star reviews, don’t sweat it.</strong> Searchers trust listings that have a few reviews and is less shiny because it reinforces the legitimacy of the reviews.<br />
</span></li>
<li><span style="line-height: 1.5em;"><strong>Respond to negative reviews. </strong>A well-crafted response that covers the concerns raised by the reviewer can show good faith and restore trust among searchers.</span></li>
</ul>
<strong><br />
Get Quality Local Backlinks</strong><br />
<a href="http://www.getitc.com/blog/marketing/2014/08/04/how-googles-pigeon-may-impact-your-insurance-agency-website#.VdYNJvlVhBc">Google’s Pigeon algorithm</a> ties ranking factors for local search listings more closely with those used for the regular search results. Quality backlinks to your site are major factors in rankings, so try to get links from locally relevant websites. <br />
<br />
Consider building a partners page on your website and adding links to local businesses who have services complimentary to yours. Then, see if those sites will link back. This generally works best if you have an existing relationship with the business you’re trying to earn a backlink from.<br />
<br />
Google’s local search display is something that can impact your agency’s online visibility. But by following these steps, your agency can still be seen by the search engines and your potential customers. <br />
<br />
<em>If you need help with increasing your website’s visibility in local search results, you don’t have to do it yourself. <a href="http://www.getitc.com/solutions/agency_marketing/">Our online agency marketing services can help.</a> </em>urn:uuid:807Fall into Autumn with These 10 Blogging Ideas for September! - Agency Marketing BlogFall is quickly approaching. Here are 10 seasonal ideas you can write about for your insurance agency’s blog and newsletters in September.2015-08-24T09:23:04Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-467520723.jpg" alt="running during the autumn" longdesc="insurance agency blogging, social media and newsletter topic ideas" style="width: 250px; height: 167px; float: right; margin: 5px;" />Have you noticed a slight chill in the evening air? The turning of the seasons means that it’s time to move away from writing about sunscreen and hot cars. If you’re stuck for new topics pertaining to autumn, you’ve come to the right place. We’ve compiled 10 ideas for your <a href="http://www.getitc.com/products/websites/order/">agency’s blogs</a> and email <a href="http://www.getitc.com/products/leadmanagement/">newsletters</a> this September.<br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><strong>Labor Day (September 7)</strong>: Plenty of people are off work on Labor Day, which can leave them looking for things to do. What retail sales are you looking forward to? Are there any local events for families? Do you know a great BBQ recipe? Share some ideas that your clients can try while they’re away from the office for the holiday.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Healthy Choices at School</strong>: With school back in full swing, it’s easy for kids to guzzle down sodas and munch on candy bars from cafeterias and vending machines. Provide some tips that parents can use to teach their kids about making healthy choices, even when away from home.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>9/11 Remembrance Day (September 11)</strong>: With every year that passes since the tragedy of 9/11, our nation heals a little more. Even so, we’ll never forget those who lost their lives, those who bravely dug through the rubble for survivors and those who still grieve for loved ones. Show your support by adding a banner to your agency’s newsletter or posting a memorial on your social media accounts.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Covering the Pool</strong>: As the weather cools and the leaves begin to fall, it’s time to start thinking about covering the pool until next season. Provide some pointers or links to tutorials that your clients can use to help with this process.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Clean the Gutters</strong>: If gutters are filled with leaves and debris, the backed up water can begin seeping into a home if it has nowhere else to go. It’s recommended that homeowners clean the gutters every fall and spring, so remind your clients to take care of the chore.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>National Comic Book Day (September 25)</strong>: Let’s face it, insurance isn’t the most fascinating or desirable topic for many people who aren’t in the industry. Keep your clients engaged with your agency by adding some fun posts to your social media accounts. National Comic Book Day provides the perfect excuse to spark a conversation with your clients about the characters that so many people grew up loving.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Cool Weather Fitness Tips</strong>: You may notice it getting chillier during the time when you take your morning run, making it important to shift from keeping cool to keeping warm. From layering clothing to staying hydrated, offer tips to your clients to assist with their outdoor exercise routines.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Home Maintenance for Fall</strong>: Trimming tree branches, reseeding the lawn and other chores are commonly performed during fall in preparation for harsher winter weather. Make a checklist that your clients can use to ensure that their household is ready for the new season.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Home Insurance</strong>: It’s not uncommon for households to experience burst pipes, fallen </span><g class="gr_ gr_96 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="96" data-gr-id="96">trees</g><span style="line-height: 1.5em;"> and other woes during winter. While your clients don’t have to worry about these issues yet, remind them that now is a good time to review their coverage so they’re ready to face any winter problems that may occur in a few months.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Storing a Boat for Winter:</strong> For many areas, it’s time to start winterizing and storing boats. Explain storage options and the boat insurance layup period so your clients can make the necessary preparations.</span></li>
</ol>
We hope these topics have created a springboard for you to bounce even more ideas off of. And of course, we’d love to hear any other ideas you’ve come up with in the comments section below.urn:uuid:806Masters of Marketing -- Strong Call to Actions and Hierarchy - Agency Marketing BlogThe slides and recording of the August 20, 2015 Masters of Marketing webinar.2015-08-20T15:30:03Z2024-03-19T05:52:04ZIn this month's Masters of Marketing webinar, I discussed the importance of <g class="gr_ gr_31 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep" id="31" data-gr-id="31">strong</g> call to actions and hierarchy. If you missed it, you can watch the recording <a href="https://attendee.gotowebinar.com/recording/953395697203401218">here </a>or review the slides below. <br />
<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/key/1qMnMkfGloB5DR" width="425" height="355" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe><br />
<br />
Join us for our next Masters of Marketing webinar on Thursday, September 17th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/" style="background-color: #ffffff;">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.urn:uuid:805Avoiding Common Insurance Website Pet Peeves - Agency Marketing BlogFirst impressions are everything when it comes to your insurance agency website. Avoid these pet peeves to ensure your visitors have the best experience.2015-08-19T09:01:14Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-461272047.jpg" alt="illustration of guy fuming while looking at computer screen" longdesc="Avoiding Common Insurance Agency Website Pet Peeves" style="width: 250px; height: 214px; float: right; margin: 5px;" />We’ve all been there—clicking on a link with anticipation, only to be let down by what loads onto your screen because the website is subpar.<br />
<br />
In some ways, your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> is your agency’s first impression to prospective clients. So, even with solid marketing and branding in full effect, having a website that falls short of a good first impression can prove to be detrimental to your efforts. <br />
<br />
If you’re in the process of <a href="http://www.getitc.com/products/websites/order/">building or redesigning your website</a>, be sure to steer clear of these common pet peeves so you don’t deter your potential customers.<br />
<br />
<strong>Missing the Big Picture – Stock Photos</strong><br />
Don’t skimp when it comes to <a href="http://www.getitc.com/blog/marketing/2015/01/07/choosing-the-right-photo-for-your-insurance-website">choosing images for your website</a>. There are endless choices when it comes to choosing the right imagery. Make sure you don’t end up with a photo that is cheesy, overused or doesn’t give a good sense of your brand. <br />
<br />
<strong>Leading Them Astray – Navigation Menus</strong><br />
Make sure visitors can easily get to what they need. Ensure that the navigation of your website is well thought out. Keep it organized, and use it as a way to positively influence customer behavior. Don’t just have a placeholder; make sure the <a href="http://www.getitc.com/blog/marketing/2014/07/21/navigating-your-insurance-website-organization-better-usability">navigation menu is serving a purpose</a>.<br />
<br />
<strong>Lacking a Purpose – Calls to Action</strong><br />
When a visitor lands on your website, don’t give them a reason to leave too quickly. Grab their attention with a <a href="http://www.getitc.com/blog/marketing/2013/04/23/how-to-create-an-effective-call-to-action-on-your-website">solid call to action</a>. This gives your visitors a clear direction but with a certain degree of urgency.<br />
<br />
<strong>Losing Focus – Content is Key</strong><br />
Even with a decent navigation menu and effective calls to action, websites can still be guilty of having too much going on or pulling visitors in too many directions. Make sure <a href="http://www.getitc.com/blog/marketing/2014/10/24/4-tips-for-writing-clear-content-for-your-insurance-website">content is simple and focused</a>. A certain level of sleekness and cleanliness is expected from a website, so don’t clutter it with too much information.<br />
<br />
<strong>Disrupting the Flow – Pop-Ups</strong><br />
It’s one of the biggest deterrents to <g class="gr_ gr_82 gr-alert gr_gramm Grammar multiReplace" id="82" data-gr-id="82">go</g> to a website with a specific intention and have an off-topic pop-up appear just as you’re ready to click. Pop-ups might have the biggest negative impact of all on user experience. Use these wisely as you don’t want to make a new visitor leave your site just as quickly as they arrived.<br />
<br />
With consumers wanting things even faster and easier than ever these days, make sure your website makes a good first impression… starting from the moment your site is loaded. <br />
<br />
Are there any other common occurrences that have turned you away from a website? Let us know about them in the comments section below.urn:uuid:804By The Numbers: Email Marketing - Agency Marketing BlogAre you thinking about building an email marketing campaign for your insurance agency? Check out these stellar statistics.2015-08-17T09:25:32Z2024-03-19T05:52:04Z<img src="http://www.getitc.com/images/blog/Thinkstock/ThinkstockPhotos-463510713.jpg" alt="3D numbers" style="width: 250px; height: 141px; float: right; margin: 5px;" />In 2014, approximately 4.2 billion people had an email address. By 2018, Retargeting.com believes that number will jump to just over 5 billion. That’s nearly a 25 percent increase over three years; underlining a theme that businesses have become familiar: Email is King. <br />
<br />
<strong>Why Is Email Marketing So Popular</strong><br />
What makes email marketing so successful are the different avenues it allows one to take. A single email can contain a mixture of <g class="gr_ gr_33 gr-alert gr_spell ContextualSpelling ins-del" id="33" data-gr-id="33">direct or</g> promotional messages, advertisements, links to websites and social media pages and/or <a href="http://www.getitc.com/blog/marketing/2015/07/13/why-your-insurance-agency-needs-a-drip-campaign#.Vc5NBPlVhBc">drips campaigns</a>. Plus, emails have been accessible on phones, tablets, personal laptops and even smart TV’s for a while. It’s actually quite rare in this day and age for an individual to be away from their inbox at any given time.<br />
<br />
<strong>The Numbers</strong><br />
To counter the rise in email use, 59 percent of companies increased their email marketing budget in 2015, per Retargeting. This is a smart move considering emails have a 60 percent click-through-rate when they contain a marketing message aimed towards the reader making a purchase. That’s higher than an advertisement via social media or direct mail. <br />
<br />
Email is also 40 percent more likely to attract customers to a website or business than popular social media pages, like Facebook and Twitter [Retargeting.com]. <br />
<br />
Still don’t believe email is king? Here are a few more email marketing statistics:<br />
<br />
<ul>
<li><span style="line-height: 1.5em;">Businesses in the United States send approximately 1.47 million emails a month [Retargeting.com]</span></li>
<li><span style="line-height: 1.5em;">Of those receiving marketing-targeted emails, 80 percent responded in a survey that they were more likely to make a purchase at a store or online as a result of reading the email</span></li>
<li><span style="line-height: 1.5em;">Another survey reported that 72 percent of United States adults receive emails on their personal cell phones; 50 percent of subscribers receive emails on their personal cell phones [Retargeting.com]</span></li>
<li><span style="line-height: 1.5em;">Marketing emails are six times more likely to receive a “click-through” than a tweet or social media post. A “click-through” is the process of clicking through an online advertisement eventually leading to the advertiser’s destination [Retargeting.com/Marketingterms.com]</span></li>
</ul>
<br />
As the saying goes: Numbers don’t lie. Email marketing is definitely not dead. It continues to produce staggering numbers and should be a part of any business marketing strategy, including your insurance agency.<br />
<br />
<em><g class="gr_ gr_34 gr-alert gr_gramm Grammar multiReplace" id="34" data-gr-id="34">Have</g> a question about email marketing? Let us know in the comments below. <br />
<br />
If you’re interested in building an <a href="http://www.getitc.com/products/leadmanagement/">email marketing campaign</a> or <a href="http://www.getitc.com/solutions/agency_marketing/">marketing strategy </a>for your agency, visit us at <a href="http://www.getitc.com/">www.Getitc.com </a>or give us a call at (800) 383-3482.<br />
</em>urn:uuid:803Let’s Get Visual: Using Images to Engage Your Audience - Agency Marketing BlogThe most engaging social media posts are ones with images. Here are a few visual content ideas you can use today. 2015-08-12T09:12:31Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-475353488.jpg" alt="colorful blocks spelling visual" longdesc="Engaging your insurance agency's social media audience with visual content and graphics" style="width: 250px; height: 157px; float: right; margin: 5px;" />Social media is a great way to not only stay in touch with your clients and potential clients but also to engage with them. Today, one of the most effective ways to engage your followers and fans is by using visual content. <br />
<br />
Visual content has grown over the years, specifically since major social media networks have amplified the importance of images and videos. So, if you’re interested in generating a higher user engagement on your insurance agency’s social media pages, here are a few things you can try.<br />
<br />
<strong>Create Quote or Testimonial Graphics </strong><br />
Want to share some of your favorite quotes or showcase some great testimonials your agency has received? Why not make them into a graphic. This way, it’s pleasing to the eye and shows your clients how much you appreciate getting their feedback. <br />
<br />
<strong>Use Visuals to Thank Your Followers and Fans </strong><br />
When you reach a milestone like getting 100 likes or having an agency anniversary near, thank your fans by creating a fun visual. This also makes your agency seem more accessible and can garner a lot of congratulatory comments. <br />
<br />
<strong>Share or Create Your Own Funny Memes</strong><br />
Memes have become social media sensations. Get in on the fun by sharing a funny meme here and there or creating your own. There are several meme generating websites that allow you to make a meme in a matter of minutes. And the best part is that people love to share memes.<br />
<br />
<strong>Spark Interest with an Infographic</strong><br />
Infographics can inject a little fun into even the most boring subjects. For instance, when we post an infographic on social media, it usually garners a good amount of likes and retweets. So take advantage of these little diagram images as they provide you with the chance to educate your followers. Also, remember to brand your infographic with your logo just in case it gets passed along to others. <br />
<br />
<strong>Use Hashtags and Images Together </strong><br />
We’ve mentioned <a href="http://www.getitc.com/blog/marketing/2014/10/01/the-power-of-the-hashtag#.VblGV_lVhBc">time </a>and <a href="http://www.getitc.com/blog/marketing/2015/07/22/how-to-optimize-your-agencys-social-media-posts#.VblGe_lVhBc">time again</a> about hashtags and how they can take your social media posts to a whole new level. By combining hashtag campaigns with any visual post, you will encourage your fans and followers to share it and boost brand recognition. This is especially true if you’re running a contest or sponsoring an event.<br />
<br />
Using visuals instead of written content is a great way to break up the monotony of your <a href="http://www.getitc.com/solutions/agency_marketing/social_media/">insurance agency’s social media posts</a>. Visuals are fun, helps your agency stand out, increases your social media visibility and creates better engagement with your fans and followers.<br />
<br />
<em>What visual content have you used in the past? Share your ideas with us by leaving them below.</em>urn:uuid:8025 Ways to Freshen Up Your Insurance Agency’s About Us Page - Agency Marketing BlogYour About Us page is a very important part of your insurance agency website. Here are five ways to keep it fresh.2015-08-10T09:33:42Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-186467879.jpg" alt="man selecting profile images" longdesc="5 Ways to Freshen Up Your Insurance Agency’s About Us Page " style="width: 250px; height: 209px; float: right; margin: 5px;" />The power of your <em>About Us</em> page on your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> is undeniable. When a potential client looks over your website, this is the page that can help sway his or hers decision to reach out and give your agency a try.<br />
<br />
Your <em>About Us </em>page also shows that your insurance agency is legitimate and not a scam or fraud. So, when the content on this influential page hasn’t been updated in a while, you risk scaring away potential business.<br />
<br />
If it’s been a few years or even just a few months since your last update, here are five ways you can freshen up your <em>About Us</em> page.<br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><strong>If your page is blank, start writing.</strong></span><span style="line-height: 1.5em;"><br />
A completely blank <em>About Us </em>page will do you no favors. Clients care about the success you’ve earned because if you are succeeding and helping others, you can help them too. They also care about how your agency first got started. This is a great place to shine and talk about how many years of experience your team has and how it grew to where it is today.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Update employee listings. </strong></span><span style="line-height: 1.5em;"><br />
As agents and customer service reps come and go be sure to update your employee listings on your insurance agency website. Keeping your staff information up to date can also help with your search engine visibility.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Showcase new awards you’ve received. </strong></span><span style="line-height: 1.5em;"><br />
Have you won any local business awards in the past year? Use your <em>About Us</em> page to show off all your hard work and dedication. Just like customer testimonials, awards show that an unbiased third party has raved about you which can help with persuading potential customers.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Add some local flair. </strong></span><span style="line-height: 1.5em;"><br />
A lot of insurance agencies get involved with local affiliations like the local Chamber of Commerce. If your agency also works with any local or national charities, adding a banner or a line of text talking about your involvement can go a long way.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Replace those old photos. </strong></span><span style="line-height: 1.5em;"><br />
It is best to swap out the photos on your <em>About Us</em> page every few months. So, when you hire new people, get an updated group shot for your website. If you open a new office, move or even make a change to your office building such as a new sign, update your page. Also, if you have no changes and are in the same office, try taking a photo from a different angle to provide a fresh look.</span></li>
</ol>
Your <em>About Us</em> page is probably one of the most visited pages on your agency website. Not only does keeping it fresh and updated help your clients get a better understanding of who you are, it can also help keep your agency visible to the search engines. <br />
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<em> Has it been a while since you updated your agency’s About Us page? Which of these tips do you plan on implementing? Let us know in the comments below.</em>urn:uuid:801ACORD Forms Update (July 2015) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in July 2015.2015-08-06T14:57:50Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
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<strong><em>New Forms</em></strong><br />
60 KY 2015/09 - Kentucky Auto Supplement (for use on or after 9/1/2015)<br />
<br />
<strong><em>Withdrawn Forms</em></strong><br />
133 MT 8/98 - Montana State Compensation Insurance Fund<br />
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<strong><em>Forms with New Revision Dates</em></strong><br />
35 2016/03 replaces 2011/09 - Cancellation Request/Policy Release (for use on or after 3/1/2016)<br />
<br />
45 2016/03 replaces 2009/04 - Additional Interest Schedule (for use on or after 3/1/2016)<br />
<br />
75 2016/03 replaces 2013/09 - Insurance Binder (for use on or after 3/1/2016)<br />
<br />
80 2016/03 replaces 2013/09 - Homeowner Application (for use on or after 3/1/2016)<br />
<br />
81 2016/03 replaces 2014/12 - Personal Inland Marine Application (for use on or after 3/1/2016)<br />
<br />
82 2016/03 replaces 2013/09 - Watercraft Application (for use on or after 3/1/2016)<br />
<br />
83 2016/03 replaces 2013/09 - Personal Umbrella Application (for use on or after 3/1/2016)<br />
<br />
84 2016/03 replaces 2013/09 - Dwelling Fire Application (for use on or after 3/1/2016)<br />
<br />
85 2016/03 replaces 2013/09 - Mobile Home Application (for use on or after 3/1/2016)<br />
<br />
88 2015/12 replaces 2014/12 - Personal Insurance Application (for use on or after 12/1/2015)<br />
<br />
89 2016/03 replaces 2014/12 - Residential Section (for use on or after 3/1/2016)<br />
<br />
125 2016/03 replaces 2014/12 - Commercial Insurance Application (for use on or after 3/1/2016)<br />
<br />
126 2016/03 replaces 2014/04 - Commercial General Liability Section (for use on or after 3/1/2016)<br />
<br />
139 2015/12 replaces 2014/09 - Statement of Values (for use on or after 12/1/2015)<br />
<br />
147 2016/03 replaces 2013/09 - Installation/Builders Risk Section (for use on or after 3/1/2016)<br />
<br />
148 2016/03 replaces 2013/09 - Electronic Data Processing Section (for use on or after 3/1/2016)<br />
<br />
175 2016/03 replaces 2012/04 - Commercial Policy Change Request (for use on or after 3/1/2016)<br />
<br />
187 2016/03 replaces 1998/03 - Professional Liability Supplement (for use on or after 3/1/2016)<br />
<br />
210 2016/03 replaces 2013/09 - Yacht Section (for use on or after 3/1/2016)<br />
<br />
275 2016/03 replaces 2009/05 - Aviation Insurance Binder (for use on or after 3/1/2016)<br />
<br />
276 2016/03 replaces 2009/05 - Aircraft Insurance Binder (for use on or after 3/1/2016)<br />
<br />
283 2016/03 replaces 2014/12 - Personal Umbrella Application Section (for use on or after 3/1/2016)<br />
<br />
337 2016/03 replaces 2009/06 - Airport And FBO Liability Change Request (for use on or after 3/1/2016)<br />
<br />
340 2016/03 replaces 2009/06 - Aircraft Change Request (for use on or after 3/1/2016)<br />
<br />
401 2016/03 replaces 2013/09 - Agriculture Application (for use on or after 3/1/2016)<br />
<br />
402 2016/03 replaces 2014/12 - Agriculture Property Section (for use on or after 3/1/2016)<br />
<br />
404 2016/03 replaces 2014/12 - Agriculture Liability Section (for use on or after 3/1/2016)<br />
<br />
407 2016/03 replaces 2014/12 - Livestock Mortality Section (for use on or after 3/1/2016)<br />
<br />
410 2016/03 replaces 2013/09 - Small Farm/Ranch Application (for use on or after 3/1/2016)<br />
<br />
<strong><em>Corrections or Modifications to Existing Forms</em></strong><br />
83 FL 2014/12 - Florida Personal Umbrella Application<br />
<br />
125 FL 2015/02 - Florida Commercial Insurance Application, Applicant Information Section<br />
<br />
130 FL 2015/02 - Florida Workers Compensation Application<br />
<br />
283 FL 2014/12 - Florida Personal Umbrella Application Section<br />
<br />
401 2013/09 - Agriculture Application<br />
<br />
90 NV 2015/12 - Nevada Personal Auto Application (for use on or after 12/1/2015)<br />
<br />
90 NV 2013/09 - Nevada Personal Auto Application<br />
<br />
92 2012/03 - Medical Statement<br />
<br />
50 AL 2007/10 - Alabama Insurance Identification Card<br />
<br />
50 IL 2007/03 - Illinois Insurance Identification Cardurn:uuid:800Operation Agency Success: Cyber Security - ITC VideosAre you taking cyber security serious? Watch this video to see why cyber security is vital for your insurance agency.2015-08-05T09:58:58Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/135469238? portrait=0&color=ff9933&camp;autoplay=1" style="margin-top: 8px;"></iframe> <br />
<br />
Today, cyber security is a major subject for all industries including insurance. In this video, Laird talks about the importance of cyber security and how your agency can maintain it.<br />
<h2 class="subtitle">Related Article</h2>
<a href="http://www.getitc.com/blog/rating/2014/11/14/still-using-windows-xp-you-are-risking-everything#.VcImA_lVhBc">Still Using Windows XP? You are Risking Everything.</a>urn:uuid:799What is Marketing and Why Does It Matter? - Agency Marketing BlogMarketing can spur your agency’s growth and take you to the next level. Investing in agency marketing is worth your time and effort.2015-08-05T08:56:12Z2024-03-19T05:52:04Z<img style="width: 250px; height: 202px; float: right; margin: 5px;" alt="watering can pouring molten gold" src="http://www.getitc.com/images/blog/ThinkstockPhotos-180442738.jpg" />I’m a marketing geek. When I read a magazine, I pay as much attention to the ads as I do the articles. I see a great billboard or promotional email, I’m thinking about how I can use a similar idea for ITC. I’ve seen it have a positive effect on a business. I believe in the power and value of marketing. <br />
<br />
Whether you’re ready to take your success to the next level or are looking for ways to jumpstart your growth, marketing can help.<br />
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I am amazed at agencies that don’t take marketing seriously. Maybe they don’t see it worth the investment of their time and money. Maybe they fall into this common business trap of not taking marketing seriously because of misconceptions of what marketing is. They don’t understand it enough to see its potential.<br />
<br />
<strong>What Marketing Isn’t</strong><br />
Marketing isn’t a logo. It’s not a website. It isn’t the pens, notepads or other tchotchkes that bear an agency’s logo. At least, it’s not those individual things.<br />
<br />
<strong>What Marketing Is</strong><br />
According to the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.<br />
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The sum of the whole is greater than its parts. In other words, everything put together is marketing.<br />
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What people typically think of when they think about marketing:<br />
<br />
<ul>
<li>
<span style="line-height: 1.5em;">Advertising</span></li>
<li><span style="line-height: 1.5em;">Social media</span></li>
<li><span style="line-height: 1.5em;">Insurance agency website</span></li>
<li><span style="line-height: 1.5em;">Email marketing</span></li>
<li><span style="line-height: 1.5em;">Search engine optimization</span>
</li>
</ul>
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You’re not wrong if you think of these things as part of marketing. They are all pieces of a greater marketing strategy. But there is more to marketing than these typical tactics. Marketing is everything you do, whether you see it as marketing or not.<br />
<br />
Marketing is…<br />
… the way you answer the phone.<br />
… the emails you send to clients regarding their policies.<br />
… the way you handle a claim.<br />
… the way you handle praise and complaints.<br />
… the way you handle payments.<br />
<br />
<strong>Why It Matters</strong><br />
Marketing is the promise you make to your prospects and clients of what they can expect from your agency. Everything you do either fulfills that promise or breaks it. For example, your insurance agency website and email marketing may talk about great customer service. But when a client calls and has to wait 10 minutes to get a simple question answered, that promise has been broken.<br />
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When done consistently and backed up by solid processes, marketing can make a difference to your agency. We’ve seen agencies have great success when they make marketing a priority in their agency. <br />
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Don’t think of marketing as a cost but as an investment in your business. Sure it can be hard to find the time to devote to marketing when you can be servicing your clients or closing a sale. Think about it this way. Time spent working in your business will buy dinner for today. Time spent on marketing your agency will buy dinner tomorrow, next week, next month, etc. as it brings in more business.urn:uuid:7985 Step Customer Service Process - Agency Marketing BlogThese five steps can help you keep your insurance agency’s cost down, retain customers and create new business.2015-08-03T09:37:05Z2024-03-19T05:52:04Z<img src="http://www.getitc.com/images/blog/Thinkstock/ThinkstockPhotos-475057806.jpg" alt="customer service performance" style="width: 250px; height: 226px; float: right; margin: 5px;" />Studies show acquiring new customers can be five to seven times more expensive than keeping your current customers. By using this five-step process, you will be able to provide excellent customer service and turn an angry customer into a loyal customer. Here’s how:<br />
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<strong>Step 1 – Listen</strong><br />
Listen to what your customer has to say and don’t interrupt them. Sometimes the underlying problem may not be apparent from the initial complaint. By allowing your customer to explain how he or she is feeling, the more information you will have to help them. <br />
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<strong>Step 2 – Repeat the Problem Out Loud</strong><br />
Let the customer know that you comprehend the issue by repeating the problem back to him or her. This reassures the customer that you clearly understand the issue at hand.<br />
<br />
<strong>Step 3 – Empathize, <g class="gr_ gr_72 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="72" data-gr-id="72">Apologize</g> and Assure</strong><br />
Let the customer know that you understand his or her frustration by empathizing and apologizing for the situation. This will also help dissolve any tension. Next, let the customer know you are going to resolve the issue. If you are comfortable, give a timeline in which you will get back to them and always adhere to that timeline. <br />
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Example: “I definitely understand your frustration and would feel the same way if I were you. I am going to research this situation and get back to you with an update within 24 hours.”<br />
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<strong>Step 4 – Take Action</strong><br />
Do everything in your power to fix the problem. If you can’t fix the problem within the time frame you promised, follow up with the customer before the designated time to let him or her know you are still working on a resolution. <br />
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<strong>Step 5 – Train</strong><br />
Once a problem is resolved, educate your team members or staff on the steps you took to resolve the issue. This will help you come up with a plan to prevent similar issues from happening in the future.<br />
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The lifetime value of a customer greatly outweighs the cost of acquiring a new one. Converting an angry customer into a loyal customer is essential in keeping costs down, retaining your customer base and creating new business.urn:uuid:797Off-Site Optimization for 2015 - Agency Marketing BlogA lot has changed with off-site optimization. Here are some updated methods you can use for your insurance agency website today.2015-07-29T08:40:41Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/177342021.jpg" alt="illustration of Internet " longdesc="offsite optimization methods for insurance agencies for today" style="width: 250px; height: 174px; float: right; margin: 5px;" />One of the first blogs I wrote for ITC back in 2010 was about <a href="http://www.getitc.com/blog/marketing/2010/03/26/off-site-optimization#.VbFBfEb54Ws">off-site optimization</a>. A lot has changed since then. So, I thought it was time to revisit the topic and give you some off-site optimization methods insurance agents can use in conjunction with on-site optimization. Let’s dive in.<br />
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There are two main components to search engine optimization (SEO): on-site optimization and off-site optimization. <br />
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<strong>On-site optimization</strong> involves optimizing your website, which includes content, navigational structure and backend coding so that the search engines can easily find and navigate your site. <br />
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<strong>Off-site optimization</strong> is the process of backlink building, which means creating links on other websites that link back to your own. When the search engines visit these websites and follow the links back to your site, it is seen as being useful and relevant resulting in a positive vote for your site. When tackling off-site optimization, it’s important to be aware of the websites you are linking to as it can be quite easy to fall into the <a href="http://www.getitc.com/media/article.aspx?blog=marketing&title=how-to-kill-your-brand-with-black-hat-seo#.VbFE7Ub54Ws">Black Hat SEO</a> trap.<br />
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Also, with off-site optimization, remember not all backlinks are created equally. There are some that are good and allow link juice to pass to your website. These are called <g class="gr_ gr_73 gr-alert gr_spell ContextualSpelling ins-del multiReplace gr-progress" id="73" data-gr-id="73"><em>dofollow</em></g>. The links that do not pass link juice are called <g class="gr_ gr_74 gr-alert gr_spell ContextualSpelling ins-del multiReplace gr-progress" id="74" data-gr-id="74"><em>nofollow</em></g>.<br />
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Since off-site optimization methods do not directly contribute to high rankings, it's the combination of method, as well as pairing it with on-site optimization techniques that make it successful. <br />
<br />
Okay. Now that you know a little bit more about off-site optimization, here are some methods you can use.<br />
<br />
<ul>
<li><span style="line-height: 1.5em;"><strong>Business Listings</strong> - Creating business listings on other websites helps with local citation building and with off-site optimization. Now, some business listing websites are </span><g class="gr_ gr_171 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="171" data-gr-id="171">dofollow</g><span style="line-height: 1.5em;"> and some aren’t. To find out which is which, do a quick <a href="https://www.google.com/search?q=dofollow+business+listing+websites&ie=utf-8&oe=utf-8">Google search</a>. </span></li>
<li><span style="line-height: 1.5em;"><strong>Forums</strong> - There are some forums on the Internet that specifically cover insurance topics. Sign up for one or two and start giving your advice. Tip: Some forums will allow you to add a signature to your posts with a </span><g class="gr_ gr_90 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="90" data-gr-id="90">dofollow</g><span style="line-height: 1.5em;"> link while others may ask you to post a certain number of times before they allow a </span><g class="gr_ gr_91 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="91" data-gr-id="91">dofollow</g><span style="line-height: 1.5em;"> link. Either way, it’s a great way to get your name and website out there.</span></li>
<li><span style="line-height: 1.5em;"><strong>Social Media</strong> - Although most of the important social networking sites' backlinks are </span><g class="gr_ gr_94 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="94" data-gr-id="94" style="color: #333333; font-size: 16px; line-height: 1.5em;">nofollow</g><span style="line-height: 1.5em;">, social content can still be found in the search engine results. As such, it's a good idea to include a backlink to your website so people can see it, even if the search engines can't.</span></li>
<li><span style="line-height: 1.5em;"><strong>Press Releases</strong> - Most press release publishing companies nowadays do not include </span><g class="gr_ gr_87 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="87" data-gr-id="87" style="color: #333333; font-size: 16px; line-height: 1.5em;">dofollow</g><span style="line-height: 1.5em;"> links in their releases. However, once again, people will see those links, which can help increase the traffic to your website. </span></li>
<li><span style="line-height: 1.5em;"><strong>Partner Exchange</strong> - Most insurance agents have relationships with businesses in related fields like real estate agents, mortgage </span><g class="gr_ gr_98 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="98" data-gr-id="98" style="color: #333333; font-size: 16px; line-height: 1.5em;">brokers</g><span style="line-height: 1.5em;"> and home builders. Offer to add a link to their website on your own site if they agree to do the same for you. This may help you get more qualified leads rather than a prospect who is just shopping around.</span></li>
<li><span style="line-height: 1.5em;"><strong>Sponsorship</strong> - Sponsoring local community events or organizations can also help highlight your website. As a sponsor, ask the event or organization leader to include a link on their website or social media to your site.</span></li>
<li><span style="line-height: 1.5em;"><strong>HARO (Help A Reporter Out)</strong> - This is a website that provides expert sources of information to reporters around the world. You can sign up for a fee, and if the reporter chooses to use you as a source, they may cite your website.</span></li>
</ul>
Nowadays, Google seems to place a lot of importance on on-site optimization. However, off-site optimization is still a part of an effective SEO plan. The key thing to remember when building backlinks is that you can never have too many. It is an ongoing process, and should be a regular part of your marketing process. <br />
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<em><g class="gr_ gr_95 gr-alert gr_gramm Grammar multiReplace" id="95" data-gr-id="95">Have</g> a question about off-site optimization? Leave it in the comments section below.</em>urn:uuid:796Choosing the Right Insurance Website Design Template - Agency Marketing BlogA website can be costly. So before you chose your insurance website design, ask yourself these questions to ensure you get it right the first time.2015-07-27T08:53:41Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-176987098.jpg" alt="Woman thinking" longdesc="How to choose the right insurance agency website design template" style="width: 250px; height: 250px; float: right; margin: 5px;" />When building an insurance agency website, there are several things you want to consider in order to get the best site for you. You have to think about the cost, the design, the time frame and much more. Because of this, an <a href="http://www.getitc.com/blog/marketing/2014/09/22/is-an-insurance-website-template-better-for-your-agency#.VbKujbNVhBc">insurance website template could prove to be the best option for your agency</a>. But, before you get started, you should ask yourself these simple questions to ensure that you pick the best design for your agency.<br />
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<strong>What Type of Website Do I Need?</strong><br />
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The first step is determining the type of website you want to build. You’ll want to keep in mind how many lines of business you have, your agency size and the overall branding of your agency.<br />
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Does your agency cater to life and health, P & C or a non-traditional line of coverage? Is your agency large or is it small and local? Is your branding more playful, business-like or modern? Having a clear understanding of these aspects will help you pick a template design. <br />
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A good thing about Insurance Website Builder is that each template in our gallery can be molded to suit your needs. For example, if you see a template that features life and health buttons, but you don’t offer life and health, we can modify the buttons to better fit your agency. <br />
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<strong><g class="gr_ gr_61 gr-alert gr_gramm Grammar multiReplace" id="61" data-gr-id="61">Does</g> This Layout Suit My Agency’s Needs?<br />
</strong><br />
The layout determines the structure of your website. While we can customize every template into a version that suits your needs, it’s also important to consider the current placement of certain items. Elements like slideshows, buttons, forms and content can be more work to modify and could incur additional charges and prolong the process. Instead, choose a template with a layout that already works and won’t require many changes. <br />
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You also want to think about the placement of your navigation menu and decide which elements you want to stand out. For instance, if you want to drive people to fill out a quote form, make your call to action buttons more prominent. If your agency is trying to capture lead information, your contact forms should stand out more. <br />
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<strong>Do I Need to Have Custom Changes Made?<br />
</strong><br />
Visual changes to a website template like colors, fonts and graphics are sometimes necessary to keep in line with your agency’s branding. However, adding things like widgets, videos and feeds can sometimes be excessive. While they are cool features to have on your website, they can also slow down the download speed of your site and affect your traffic. Plus, your website may evolve over time and you will discover which elements work best with your customers. <br />
<br />
Instead of <g class="gr_ gr_71 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="71" data-gr-id="71">overcluttering</g> your website with everything you want to try, it is best to wait and see what people are responding to and add it later. This will prevent the need for costly custom time for items that you may end up removing later because they are not working. Also, before deciding on whether you need to make custom changes, always heed your designer’s advice. <br />
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Once you’ve asked yourself these questions and narrowed down your template choices, consider involving other employees within your agency. They can help you gain more perspective on what will work best. Also, involving them will make them feel like they are a part of the process. <br />
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When it comes to choosing the right <a href="http://www.getitc.com/!/insurance-website-designs">insurance website design</a>, getting it right the first time is important. By asking yourself these questions, you can save time, money and effort. <br />
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Are you interested in building a new website for your agency? We’re here to help. Check out our <a href="http://www.getitc.com/products/websites/order/">template gallery</a> or <a href="http://www.getitc.com/contact/">contact us</a> to get started.urn:uuid:795How to Optimize Your Agency's Social Media Posts - Agency Marketing BlogAre you interested in getting your insurance agency noticed on social media? These 3 simple elements could help.2015-07-22T09:20:22Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/179302252.jpg" alt="social media cloud illustration" longdesc="Optimizing your insurance agency's social media posts" style="width: 250px; height: 218px; float: right; margin: 5px;" />Do you use Twitter, Facebook or Google+ for your insurance agency? Are your posts getting any engagement? If not, are you wondering how to get noticed? Believe it or not, the use of hashtags, images and links can actually help improve your social media visibility. Find out how.<br />
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<strong>Hashtags<br />
</strong><br />
Hashtags are used to help group updates together on social media. So, which social media outlets use hashtags? A lot. Twitter, Facebook, Instagram, Google+, Tumblr, Pinterest, YouTube, Kickstarter and Vine have all implemented the use of hashtags. Even smaller networking platforms like App.net, Flickr, FriendFeed, GitHub and Tout use them. <a href="https://blog.bufferapp.com/a-scientific-guide-to-hashtags-which-ones-work-when-and-how-many)">The numbers don’t lie</a>. Tweets with hashtags receive 2X more engagement than those without hashtags and tweets with one or two hashtags have 21% higher engagement. However, don’t go too hashtag crazy as tweets that use three hashtags or more actually show a 17% drop in engagement. As a rule of thumb, only use two hashtags per tweet or post. Also, for insurance related posts, I recommend that you use generic hashtags to get the most exposure. For example, if you post about the myths of life insurance, a good hashtag to use would be <em>#LifeInsurance</em> instead of <em>#LifeInsuranceMyths</em>.<br />
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<strong>Images</strong><br />
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We’re visual people so, using images when you post or tweet is always a plus. On <g class="gr_ gr_48 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="48" data-gr-id="48">Facebook</g> you can share an image size up to 1200 x 628 <g class="gr_ gr_49 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="49" data-gr-id="49">px</g>. The maximum size on Twitter is 1024 x 512 <g class="gr_ gr_50 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="50" data-gr-id="50">px</g> and on Google+ it is 800 x 1200 <g class="gr_ gr_51 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="51" data-gr-id="51">px</g>. <br />
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It is important to know that the use of images does come with a <g class="gr_ gr_55 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="55" data-gr-id="55">caveat</g> though. Remember to <span style="text-decoration: underline;">never </span>use images that you haven’t paid for. This includes images that you find through search engines and even royalty free image websites. A good place to purchase legitimate images is <a href="http://www.thinkstockphotos.com/">Thinkstock</a>.<br />
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<strong>Links<br />
</strong><br />
Be sure to provide links to all content you share on social media. Whether it be a blog post you wrote or one you found and want to share, be sure to include the link. <br />
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To share a link, some social media platforms like Twitter may require that you shorten the URL. Others like Facebook and Google+ will usually allow the full URL link. Either way, both the shortened links and the full links carry the same effectiveness.<br />
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As an insurance agency, social media should be an important part of your online presence. By including these simple elements, your social media visibility will help prospects find you while also helping you maintain the relationship you have with your current clients.<br />
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Have you found some other helpful ways to get more eyes on your social media posts? Let us know in the comments section below.urn:uuid:794No Sweat! Try These 10 Blogging Ideas for August! - Agency Marketing BlogReady to get started on your insurance agency blog content for August? No sweat! Try out these 10 ideas. 2015-07-20T09:23:13Z2024-03-19T05:52:04Z<img src="http://www.getitc.com/images/blog/Thinkstock/ThinkstockPhotos-479126371.jpg" alt="august road trip" style="width: 250px; height: 167px; float: right; margin: 5px;" />Coming up with fresh content for your agency month after month is a tough task. This is especially true during the summer when there’s so much to do. So, why not let us do the grunt work for you? <br />
<br />
I’ve compiled 10 ideas for your agency’s blogs and email newsletters this August.<br />
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<ol>
<li><span style="line-height: 1.5em;"><strong>Book Lover’s Day (August 9):</strong> Have you read any good books lately? Sharing your favorites is a great way to connect with clients on a more personal level, especially through your agency’s social media channels.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Back to School</strong>: Between shopping for school supplies and new clothing, parents are often frazzled during back to school season. Help make their lives a bit simpler by compiling a shopping list of items your staff and families have found helpful when kicking off the new school year. </span></li>
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<li><span style="line-height: 1.5em;"><strong>Road Trip Safety</strong>: Summer is road-trip season. Offer some driving safety tips, gas saving tips or even explain how your clients can earn coverage discounts.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Lawn Care</strong>: Many types of grasses and plants wither in the summer heat. Offer tips for lawn care and gardening so your clients can enjoy lush yards as the season changes.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>National Dog Day (August 26)</strong>: Pet pictures get more likes and comments on social media than almost any other type of post. Take advantage of this fun holiday to share photos of your staff’s pooches.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Dorm Security</strong>: Your clients may have teens who are prepping to move into their first dorm room, and there’s much to be learned about keeping personal belongings secure in a more public situation. This is a great topic to discuss and can be tied back to home insurance as well.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Renters Insurance</strong>: Instead of a dorm room, your clients may have teens who are moving into an off-campus apartment. Many college students believe their stuff will still be covered by their parents’ home insurance, but sometimes that may not be the case. Now is the time to discuss why renters insurance is vital.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Controlling Road Rage</strong>: Weekday commutes are often shorter during summer because school is out and families are on vacation. Share tips on how to control road rage now so when </span>commutes<span style="line-height: 1.5em;"> fill up with more traffic later, your clients can adjust easily.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Binge-worthy Netflix Shows:</strong> Lots of people have more free time during summer, and they naturally crave more entertainment. Share some of the shows you’ve been binging on Netflix. This can also help open up a fun discussion with your clients.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Home Warranties</strong>: It’s not uncommon for a home’s air conditioning unit to break down during the summer while working on overdrive to fend off the heat. However, many people are disappointed to learn their home insurance may not cover the repairs. This is a great opportunity to explain the differences between home insurance and home warranties, and how the two go hand in hand.</span></li>
</ol>
What are you waiting for? Fire up your word processor and start writing some great content for your agency. <br />
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Did you think of any topic ideas we may have missed? We’d love to hear them in the comments section below.urn:uuid:793Masters of Marketing -- The Ins and Outs of Managing Your Agency’s Email Marketing - Agency Marketing BlogThe slides and recording of the July 16, 2015 Masters of Marketing webinar.2015-07-16T11:17:00Z2024-03-19T05:52:04ZIn this month's Masters of Marketing webinar, I discussed the ins and outs of email marketing. If you missed it, you can watch the recording <a href="https://attendee.gotowebinar.com/recording/133406312715288578">here</a> or review the slides below. <br />
<div><br />
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<iframe src="//www.slideshare.net/slideshow/embed_code/key/c4sUmLWzJayMTv" width="425" height="355" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
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Join us for our next Masters of Marketing webinar on Thursday, August 20th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/" style="background-color: #ffffff;">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.<br />
</div>urn:uuid:7925 Insurance Agency Social Media Myths You Should Ignore - Agency Marketing BlogThere are a lot of social media myths floating around. Here are 5 myths that you should avoid.2015-07-15T09:26:37Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-485017745.jpg" alt="myth and facts on chalkboard" longdesc="social media myths your insurance agency should avoid" style="width: 250px; height: 167px; float: right; margin: 5px;" />Social media is one of the most effective communication channels today. With over 1.9 billion Facebook users, 236 million Twitter users, 296 million on LinkedIn and 300 million active on Google+, your agency needs social media as part of its digital agency marketing plan. <br />
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With social media being important to your agency, it is also imperative that it is done correctly. To do so, you need to figure out the do’s and don’ts of social media. So here are five social media myths you should be aware of and ignore.<br />
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<strong>Myth 1: Your customers don’t care about social media.</strong><br />
The numbers I just listed above prove that this statement is the furthest from the truth. Your prospects are on social media and they care, trust me. It’s just your job to use social media to entice them.<br />
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<strong>Myth 2: You must spend hours a day on social media. </strong><br />
When it comes to effectively using social media, it’s apparent that it can be time-consuming. You either have to source content and images that work for your agency or create your own. So unless social media is your job, it can be hard to carve out a chunk of your day to dedicate to it. That’s why having a <a href="http://www.getitc.com/blog/marketing/2015/02/20/get-organized-with-a-social-media-calendar#.VaA6RPlVhBc">social media calendar</a> and a scheduling system like AgencyBuzz is so important. Instead of thinking about what content you’re going to post every day, you will already have an idea in mind. Plus, with <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> you’re able to schedule content ahead of time so you can set it and forget it.<br />
<br />
<strong>Myth 3: Your agency needs to be active on every social media platform.</strong><br />
Being able to brag that your agency is on every social media platform is fine and dandy, but is it worth it? I don’t think so. As an independent agent, you have a lot of daily tasks. You don’t want to spread yourself too thin. Sure, Instagram and Pinterest are amazing. But can an insurance agency really benefit from having an account on either? Instead, stick to the big three: Facebook, Twitter and LinkedIn. <br />
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<strong>Myth 4: It’s all about your agency.</strong><br />
Social media is a tool that you should use to promote your services and build brand awareness. However, if all you do is promote, your followers will probably fill bombarded. Instead of posting every day about why you feel like you’re the best agent, throw in some relatable content for good measure. Need ideas? <a href="http://www.getitc.com/blog/marketing/2015/06/24/heat-up-your-agencys-content-with-these-10-blogging-ideas-for-july#.VaA6qvlVhBc">Here’s a great list of topics for the month of July</a>. <br />
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<strong>Myth 5: It’s not worth it if you don’t have enough followers.</strong><br />
Fans, likes and followers are important, but it’s the shares that make the difference. Don’t focus solely on the numbers. Instead, focus on the relevancy of your content. When your content is shareable, others will see it and share it. Then, the followers and fans will come thereafter.<br />
<br />
As a business, it’s important that your agency is active on social media. By dispelling these five myths, hopefully, you can get started on making social media work for your agency.<br />
<br />
Are there any social media myths you think insurance agencies should avoid? Let us know in the comments section below.urn:uuid:791Why Your Insurance Agency Needs a Drip Campaign - Agency Marketing BlogAre you using drip campaigns to stay in front of your prospects? You should be and here’s why.2015-07-13T09:29:36Z2024-03-19T05:52:04Z<img src="http://www.getitc.com/images/blog/Thinkstock/ThinkstockPhotos-476038227.jpg" alt="email in water bubbles" style="width: 250px; height: 187px; float: right; margin: 5px;" />There’s a new sheriff in town in the land of email marketing and it’s the drip campaign. But don’t be afraid of its unusual title. Drip campaigns can be easy and are the best way for you to navigate your potential clients through the insurance sales cycle. <br />
<br />
<strong>So, What the heck is a Drip Campaign?</strong><br />
<br />
If you think of water when you think of drip campaigns, you’re not too far off because they are like the drip irrigation technique. Drip irrigation is used to save water and other resources. With this technique, water slowly drips down to plant roots over a period of time. <br />
<br />
Email marketing uses this same concept for email drip campaigns. Short, prewritten emails are set up in a single automated campaign. The emails are then slowly sent to prospective clients over a predetermined period of time. For insurance agencies, drip campaigns nurture leads by sending small snippets of information to prospects.<br />
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<strong>Why should I use a drip campaign?</strong><br />
<br />
Because everyone is doing it. Okay, not really. But everyone <em>should </em>be doing it and here’s why.<br />
<br />
By dripping relevant content to your prospective clients, you are remaining at the top of their minds. With a drip campaign, you can slowly reel in your prospects through your sales cycle and prompt action without them even noticing. It’s like a Jedi mind trick for your email campaign.<br />
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By setting up an automated drip campaign, you are also able to free up valuable time and resources without neglecting your leads. Imagine what you could do with extra free time! <br />
<br />
<strong>Now you’re talking. So, how do I create a drip campaign?</strong><br />
<br />
<em>Step One: Know who you are you trying to reach.</em><br />
Before you decide on the content for your campaign, it’s important for you to think about who you are sending your emails to. Are they prospects that you are trying to turn into customers? Are they current customers that you are trying to cross-sell another line of business? Are they lost customers that you are trying to <g class="gr_ gr_98 gr-alert gr_spell ContextualSpelling" id="98" data-gr-id="98">reengage</g>? Your target audience will dictate the type of drip campaign you run and what content you push out.<br />
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<em>Step Two: Pinpoint what you should say.</em><br />
Now it’s time to craft your message and develop your messaging strategy. Develop relevant content to your audience and try to make it as engaging as possible. Remember, you are trying to get them to continue through the sales cycle. <a href="http://www.getitc.com/blog/marketing/2014/12/22/how-to-improve-your-click-through-rate">For tips on how to create engaging email content, read more here. </a><br />
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<em>Step Three: Determine the best schedule.</em><br />
Like any marketing campaign, it is important that you research your audience to see when they are the most active online. Generally, emails receive a higher <a href="http://www.getitc.com/blog/marketing/2015/06/01/when-should-i-schedule-my-marketing-emails">Click Through Rate (CTR) between 2 pm and 3 pm</a>, but you should research your audience to chart their email habits. You can generally do this with a report pulled from your email client. <br />
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<em>Step Four: Send it.</em><br />
You can either send out your emails manually on the days you have planned or you can use an email marketing tool like <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a>. This will help automate the drip process without you having to do any extra work.<br />
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<em>Step Five: Look at Your Analytics.</em><br />
Now that you have successfully sent out a drip campaign, you need to see if it actually worked. Use the reports within your email client to see the CTR, open rate and unsubscribe rate. These three statistics will help you determine what will work best in the future.<br />
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<strong>A Few More Tips<br />
</strong><span style="line-height: 1.5em;"><br />
<ul>
<li><span style="line-height: 1.5em;">Space out your emails. When scheduling, think of your emails as subtle drops of water instead of a firehose. If you’re emailing someone every day they are going to be immediately turned off from your business.</span></li>
<li><span style="line-height: 1.5em;">Drip campaigns are more successful when they target a specific line of business and status. When you cater your messages towards a specific interest, you are reaching out to a more open and impressionable audience that is ready to take action.</span></li>
<li><span style="line-height: 1.5em;">Try pushing out research-based content. This builds your credibility within your market and establishes your role as an industry leader.</span></li>
</ul>
</span> <br />
Drip campaigns are the best way to nurture your leads through email marketing. They keep you in front of your audience but in an unobtrusive way. <br />
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<em>Have a question about drip campaigns? Let us know in the comments section below.</em>urn:uuid:790ACORD Forms Update (June 2015) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in June 2015.2015-07-07T11:16:56Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
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<em><strong>New Forms</strong></em><br />
611 2015/07 - Claims History / Loss Run Request<br />
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<em><strong>Forms with New Revision Dates</strong></em><br />
70 2015/09 Personal replaces 2012/03 - Policy Change Request (Except Auto) (for use on or after 9/1/2015)<br />
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71 2015/09 replaces 2012/03 - Personal Auto Policy Change Request (for use on or after 9/1/2015)<br />
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90 AR 2015/12 replaces 2014/12 - Arkansas Personal Auto Application (for use on or after 12/1/2015)<br />
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90 AL 2015/12 replaces 2014/12 - Alabama Personal Auto Application (for use on or after 12/1/2015)<br />
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90 AK 2015/12 replaces 2014/12 - Alaska Personal Auto Application (for use on or after 12/1/2015)<br />
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90 AZ 2015/12 replaces 2014/12 - Arizona Personal Auto Application (for use on or after 12/1/2015)<br />
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90 CA 2015/12 replaces 2014/12 - California Personal Auto Application (for use on or after 12/1/2015)<br />
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90 CO 2015/12 replaces 2014/12 - Colorado Personal Auto Application (for use on or after 12/1/2015)<br />
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90 CT 2015/12 replaces 2014/12 - Connecticut Personal Auto Application (for use on or after 12/1/2015)<br />
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90 DC 2015/12 replaces 2014/12 - District of Columbia Personal Auto Application (for use on or after 12/1/2015)<br />
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90 FL 2015/12 replaces 2014/12 - Florida Personal Auto Application (for use on or after 12/1/2015)<br />
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90 GA 2015/12 replaces 2014/12 - Georgia Personal Auto Application (for use on or after 12/1/2015)<br />
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90 HI 2015/12 replaces 2014/12 - Hawaii Personal Auto Application (for use on or after 12/1/2015)<br />
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90 IA 2015/12 replaces 2014/12 - Iowa Personal Auto Application (for use on or after 12/1/2015)<br />
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90 ID 2015/12 replaces 2014/12 - Idaho Personal Auto Application (for use on or after 12/1/2015)<br />
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90 IL 2015/12 replaces 2014/12 - Illinois Personal Auto Application (for use on or after 12/1/2015)<br />
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90 IN 2015/12 replaces 2014/12 - Indiana Personal Auto Application (for use on or after 12/1/2015)<br />
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90 KS 2015/12 replaces 2014/12 - Kansas Personal Auto Application (for use on or after 12/1/2015)<br />
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90 LA 2015/12 replaces 2014/12 - Louisiana Personal Auto Application (for use on or after 12/1/2015)<br />
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90 MD 2015/12 replaces 2014/12 - Maryland Personal Auto Application (for use on or after 12/1/2015)<br />
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90 MI 2015/12 replaces 2014/12 - Michigan Personal Auto Application (for use on or after 12/1/2015)<br />
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90 MO 2015/12 replaces 2014/12 - Missouri Personal Auto Application (for use on or after 12/1/2015)<br />
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90 MS 2015/12 replaces 2013/10 - Mississippi Personal Auto Application (for use on or after 12/1/2015)<br />
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90 ND 2015/12 replaces 2014/12 - North Dakota Personal Auto Application (for use on or after 12/1/2015)<br />
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90 NE 2015/12 replaces 2014/12 - Nebraska Personal Auto Application (for use on or after 12/1/2015)<br />
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90 NH 2015/12 replaces 2014/12 - New Hampshire Personal Auto Application (for use on or after 12/1/2015)<br />
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90 NM 2015/12 replaces 2014/12 - New Mexico Personal Auto Application (for use on or after 12/1/2015)<br />
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90 NV 2015/12 replaces 2013/10 - Nevada Personal Auto Application (for use on or after 12/1/2015)<br />
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90 OH 2015/12 replaces 2014/12 - Ohio Personal Auto Application (for use on or after 12/1/2015)<br />
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90 OK 2015/12 replaces 2014/12 - Oklahoma Personal Auto Application (for use on or after 12/1/2015)<br />
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90 OR 2015/12 replaces 2014/12 - Oregon Personal Auto Application (for use on or after 12/1/2015)<br />
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90 PR 2015/12 replaces 2014/12 - Puerto Rico Personal Auto Application (for use on or after 12/1/2015)<br />
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90 SC 2015/12 replaces 2014/12 - South Carolina Personal Auto Application (for use on or after 12/1/2015)<br />
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90 SD 2015/12 replaces 2014/12 - South Dakota Personal Auto Application (for use on or after 12/1/2015)<br />
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90 TN 2015/12 replaces 2014/12 - Tennessee Personal Auto Application (for use on or after 12/1/2015)<br />
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90 UT 2015/12 replaces 2014/12 - Utah Personal Auto Application (for use on or after 12/1/2015)<br />
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90 VA 2015/12 replaces 2014/12 - Virginia Personal Auto Application (for use on or after 12/1/2015)<br />
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90 VI 2015/12 replaces 2014/12 - <g class="gr_ gr_167 gr-alert gr_gramm Grammar multiReplace" id="167" data-gr-id="167">Virgin Islands</g> Personal Auto Application (for use on or after 12/1/2015)<br />
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90 VT 2015/12 replaces 2014/12 - Vermont Personal Auto Application (for use on or after 12/1/2015)<br />
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90 WA 2015/12 replaces 2014/12 - Washington Personal Auto Application (for use on or after 12/1/2015)<br />
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90 WV 2015/12 replaces 2014/12 - West Virginia Personal Auto Application (for use on or after 12/1/2015)<br />
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<em><strong><br />
Corrections or Modifications to Existing Forms</strong></em><br />
760 CA 2015/06 - California Notice Regarding Replacement<br />
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760 MA 2015/06 - Massachusetts Important Notice Regarding Replacement<br />
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760 WA 2015/06 - Washington Important Notice Regarding Replacement<br />
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152 2015/06 - Commercial Inland Marine Section<br />
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301 2015/04 - National Flood Insurance Program Flood Insurance Application<br />
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303 2015/04 - National Flood Insurance Program Flood Insurance Preferred Risk Policy Application<br />
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38 DE 2008/04 - Delaware Personal Insurance Supplement - Notice of Information Practices (Privacy)<br />
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60 PA 2012/10 - Pennsylvania Auto Supplement<br />
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133 2015/06 - Workers Compensation Insurance Plan Assigned Risk Sectionurn:uuid:789Operation Agency Success: Content Marketing, Part 2 - ITC VideosContent marketing is hard but it is so important to the success of your insurance agency website. Watch this video for some additional content marketing ideas.2015-07-07T09:30:57Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/132826671? portrait=0&color=ff9933&camp;autoplay=1" style="margin-top: 8px;"></iframe>
<br />
<br />
Content marketing is a major investment of time or money. Your insurance agency website needs to have fresh, unique content on a regular basis. Laird talks about the many ways you can create content marketing that works.<br />
<h2 class="subtitle">Related Articles</h2>
<a href="http://www.getitc.com/videos/2015/06/02/content-marketing-part-1">Operation Success: Content Marketing, Part 1</a><br />
<a href="http://www.getitc.com/videos/2012/11/07/content-is-king">Operation Agency Success: Content is King</a><br />
<a href="http://www.getitc.com/blog/marketing/2015/06/24/heat-up-your-agencys-content-with-these-10-blogging-ideas-for-july</a><br />
<a href=">Is Your Insurance Website a One-Stoplight Town?</a>urn:uuid:788How Your Insurance Website May Scare Away Your Potential Clients - Agency Marketing BlogIt doesn’t take much for your insurance agency website to scare off a potential client. To help make a good first impression, avoid these mistakes.2015-07-06T09:10:30Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-504243917.jpg" alt="how your insurance website " style="width: 250px; height: 168px; float: right; margin: 5px;" />More than half of first-time visitors will spend only 15 seconds or less on a website before they decide to go elsewhere. Because of this, you only have a brief window to capture a potential client’s interest with your insurance agency website. If you’ve noticed that your website visitors are starting to hit the web browser back button more often, here are a few possible reason why.<br />
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<strong>You Only Use Insurance Jargon in your Content</strong><br />
The insurance industry is full of complex nuances and terminology. A lot of your potential clients will not be well-versed in the language of insurance underwriters. So, if your website is full of industry jargon they will feel lost and confused. While using insurance terms may make you seem like an expert, it'll make your visitors feel confused.<br />
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Instead use easy, concise language to make your points. This will make the potential client feel more comfortable working with you. Also, they will appreciate your effort to make a complicated situation simpler.<br />
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<strong>Your Website is Hard to Read and Navigate</strong><br />
A cluttered navigation menu, clashing color schemes and illegible text can make your website look old. It can also be a red flag to a potential clients that your agency is not well put together.<br />
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Potential clients visit your insurance agency website for a specific reason. The harder you make it for them to fulfill their goal, the less likely they will fill out a quote form or give you a call. By making your website more user-friendly, your visitors will be more willing to reach out to work with you.<br />
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<strong>You Put Everything Important Below the Fold</strong><br />
The fold is the line at the bottom of your browser that divides what is immediately visible and what you need to scroll to see. If something is above the fold, it is in the eyesight of your potential client when he or she gets to your website. Everything below the fold is hidden from view until they start to scroll. <br />
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By putting the most important items like links to quote forms or your phone number below the fold, you run a big risk of them missing it. While having a giant photo that takes up most of the space above the fold may look nice, it makes it harder for your website visitors. <br />
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The harder you make it for a potential client to see what you have to offer, the harder it will be to keep them engaged on your website. Focus on making your website as easy as possible for your visitors by avoiding these mistakes. The time you have to make a good first impression online is quick, so make sure you make it your best.urn:uuid:787Why Your Insurance Agency Needs Millennial Marketing - Agency Marketing BlogTo reach the millennial consumer, agencies need to change their agency marketing efforts to focus on utility and sustainability.2015-07-01T08:54:34Z2024-03-19T05:52:04Z<em><img src="/images/blog/Thinkstock/ThinkstockPhotos-488758071.jpg" alt="illusration of people and communication vector" longdesc="Millennial Marketing Online" style="width: 250px; height: 156px; float: right; margin: 5px;" />“The times they are a <g class="gr_ gr_57 gr-alert gr_gramm Punctuation multiReplace" id="57" data-gr-id="57">changin’.</g>” – Bob Dylan<br />
</em><br />
Old marketing tactics – like yellow page ads and direct mail pieces – don’t work the way they used to. Younger generations are using technology and interact with marketing differently. Companies are shaking up their messages to align with the millennial consumer base. These consumers value products that are high-quality, easy to use and provide benefits to their well-being in the form of improved health or safety. While cost remains a factor in purchasing decisions, there are many cases where price isn’t the sole attribute consumers focus on.<br />
<br />
Take a look at the sea of change in advertising and marketing across big brands. McDonalds and Chili’s focus on the fresh, sustainable sourced ingredients in their meals. Ford and General Motors have drawn attention to fuel efficiency, <g class="gr_ gr_62 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="62" data-gr-id="62"><g class="gr_ gr_62 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="62" data-gr-id="62">safety</g></g> and cleaner emissions.<br />
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The move towards millennial marketing has been and is occurring.<br />
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This shift is great news for independent insurance agents. It eases the challenge of pitching products and services with variable rates in a price-driven market. That’s why you need to stay ahead of the Millennial marketing curve to grow your agency.<br />
<br />
<strong>Millennial Marketing Online</strong><br />
Captive agents and direct writers are already taking advantage of this shift. How? Carriers like State Farm, GEICO, and Farmers are focusing their TV ads on benefits like roadside assistance and claim service availability. So, it’s safe to say independent agents aren’t the only ones who have a lot to gain from millennial marketing.<br />
<br />
While captive agents might have the edge in mass media, you, as an independent agent, have a decided advantage online. You can provide better service, flexible coverage <g class="gr_ gr_63 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="63" data-gr-id="63">options</g> and tangible community ties. Use these advantages in your search marketing efforts to corner the market. Start by focusing on what makes your agency stand out in its market, which is called a value statement.<br />
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<strong>Value, Not Just Keywords</strong><br />
It’s important to let both prospects and search engines know the services you offer. However, optimizing your website around keywords like <em>auto insurance</em> isn’t enough. People might find your website, but if your content won’t stand out. If you don’t give them a reason to stay with valuable content, visitors will go elsewhere.<br />
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Ask yourself and your team one question: “What makes our agency better than the competition?” Survey customers to see what drew them to your agency. These exercises will help you find your agency’s value statement. <br />
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Once you have answers, build it into your value statement. Then, incorporate it into the content of your insurance agency website. Add it to your home page, About Us page, <g class="gr_ gr_61 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep" id="61" data-gr-id="61"><g class="gr_ gr_61 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep" id="61" data-gr-id="61">line</g></g> of business pages and blog articles. Also, feature your agency’s value statement in any new material you put out. <br />
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Millennials will see your agency’s utility and sustainability in your value statement. You’ll then be more likely to draw in more leads and get more clients, especially from millennials.<br />
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Have you had success with millennial marketing? Let us know in the comments.urn:uuid:786Blogging 101: How to Write a Blog Post - Agency Marketing BlogDon’t be intimidated by blogging. This process will help you write blog posts that attract people to your insurance agency website and are easy to read.2015-06-29T11:43:24Z2024-03-19T05:52:04Z<span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;"><img src="/images/blog/Thinkstock/ThinkstockPhotos-168490064.jpg" alt="woman peeking from behind her hands" longdesc="blogging 101 insurance agency website" style="width: 250px; height: 166px; float: right; margin: 5px;" />When I put off starting a new project, often it is not because I don’t want to do it. I procrastinate because either I’m not sure where to start or I worry I may not do it well. Many insurance agents suffer the same anxiety when it comes to blogging.</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
<br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
<span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">You may understand the benefits to your </span><a href="http://www.getitc.com/!/insurance-agency-website" style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;">insurance agency website</a><span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;"> from </span><a href="http://www.getitc.com/blog/tag/blogging/" style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;">blogging</a><span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">. That it helps your search engine optimization (SEO) efforts. That it gives a reason for people to stay longer on your website and come back. That it positions you as an expert. </span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
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<span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">In theory, blogging may seem easy. And it can be. Unless you’re not sure how to get started. The below process is a great place to begin. It will help you create blog posts that are easy to read and attract people to your website.</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
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<span style="font-weight: 700; line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">Write Down Your Inspiration</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
<g class="gr_ gr_105 gr-alert gr_gramm Grammar multiReplace" id="105" data-gr-id="105">Inspiration</g><span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;"> for a blog post topic can come from anywhere. It can be the frequent questions you get from clients. It can be something you see or hear when interacting with your community. It can be current or trending news, whether it is insurance specific or not. </span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
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<span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">Once you become open to inspiration, you will see it everywhere. You should write down the ideas as they come to you because it is likely you won’t remember them. Find a system that works for you. Whether you keep an actual notepad with you, use the notes on your</span>phone,<span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;"> or use an app like Evernote to track all your blogging inspiration.</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
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<span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">If you’re not entirely sure of an idea, share it with someone and get their feedback. It can be someone within your agency, a trusted referral partner, or your outsourced marketing help. Use their feedback to flesh out an idea. Their input may even help you think of an angle you didn’t consider and get you started on an outline for your post.</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
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<span style="font-weight: 700; line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">Create Your Blog Post</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
<span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">When it’s time to write a blog post, look through your inspiration list, and pick a topic you feel ready to write about. You should structure your blog post so it is easy for your readers to follow. If it is too hard, they’ll leave your insurance website and likely won’t be back.</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
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<ol style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;">
<li><span style="line-height: 1.5em;">Write an outline </span><span style="line-height: 1.5em;"><br />
Some people can write without an outline. For beginning bloggers, I recommend that you write an outline before you write the full post because it will help you focus your thoughts. Remember what I said about making your post easy to follow? An outline will help you make sure your blog flows in a way that makes sense.</span></li>
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<li><span style="line-height: 1.5em;">Grab attention with engaging introduction </span><span style="line-height: 1.5em;"><br />
It is important to grab your readers’ attention in the first paragraph. Yes, you want to explain what they can expect to learn in the blog post, but you also want to be engaging and connect with them. Some ideas to try: asking a question, sharing a statistic, quoting someone or telling a story.</span></li>
<br />
<li><span style="line-height: 1.5em;">Break up your content </span><span style="line-height: 1.5em;"><br />
Don’t write long paragraphs. Break it up into shorter, easier to digest paragraphs. Use headings to identify major sections. You can also use bullet points or numbers for list posts or if you’re giving directions of how to do something like conducting a home inventory.</span></li>
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<li><span style="line-height: 1.5em;">Include visual element </span><span style="line-height: 1.5em;"><br />
Give your readers something to look at. So much research has been done on what consumers respond to on the Internet. And one thing that gets the best engagement is images. It’s not difficult to <a href="http://www.getitc.com/blog/marketing/2012/11/19/getting-photos-for-your-website">find images on the Internet</a> you can use with your blog post. But you must first <a href="http://www.getitc.com/blog/marketing/2014/05/27/avoid-fines-and-understand-image-usage-rights-and-licensing">understand image usage rights and licensing</a>. You don’t want to be fined for using an image you didn’t have the rights to use.</span></li>
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<li><span style="line-height: 1.5em;">End with a strong finish </span><span style="line-height: 1.5em;"><br />
You want to keep your readers on your insurance agency website for as long as you can. Ending your blog post with a purpose can help you do that. There are a few ways to end a post with a strong finish: Ask a question and invite your readers to comment on the post. End with a <a href="http://www.getitc.com/blog/marketing/2014/07/02/not-getting-many-quote-requests-from-your-insurance-website">strong call to action</a> and point the reader to another part of your insurance website. </span></li>
</ol>
<span style="font-weight: 700; line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;"><br />
Review and Edit</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
<span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">Now that you have a draft, put it aside for as long as you can afford. That may be an hour, half a day or longer. Taking a break after writing the draft will make the next step easier. That time away from your blog post will help you to notice what’s not working. You’ll see the rough edges and can then smooth them out. Remove any unnecessary words, sentences or sections. These are the parts that don’t add anything to your blog post but a word count. You don’t want your message to get muddled with extra content. </span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
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<span style="font-weight: 700; line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">Deliver What You Promised</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
<span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">Optimize your blog post title for search engines using keywords, but also keep it attractive to readers. It needs to grab attention. Otherwise, no one will read your post. Get creative with it. But keep in mind that your post must deliver what is promised. So read through it before you hit publish. Will your readers learn what you said they would in the title?</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
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<span style="font-weight: 700; line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">Bottom Line</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
<span style="line-height: 24px; font-family: ubuntu, sans-serif; font-size: 16px;">Blogging is great for your insurance website’s SEO, but you also have to make your posts worth reading. The topics you choose to write about is important. So is having a good format that is easy to read with visual interest.</span><br style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;" />
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<em style="font-family: ubuntu, sans-serif; font-size: 16px; line-height: 24px;">Got a blogging tip? Leave it in the comments below.</em>urn:uuid:785Heat up Your Agency’s Content with These 10 Blogging Ideas for July! - Agency Marketing BlogSummer is here! Here are 10 ideas to use when writing your insurance agency website content in July so you can enjoy the summer fun.2015-06-24T08:44:33Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-LS019546.jpg" alt="Sparklers and the american flag" longdesc="Heat up Your Insurance Agency’s Content with These 10 Blogging Ideas for July" style="width: 250px; height: 250px; float: right; margin: 5px;" />It’s easy to forget about work when your mind is filled with visions of being poolside during the summer months. But before it is time for vacation, you need to take care of the content for your insurance agency website. Turn up the air conditioning and consider these 10 ideas for your agency’s blogs and email newsletters this July.<br />
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<ol>
<li><span style="line-height: 1.5em;"><strong>Independence Day (July 4)</strong>: From firing up the BBQ grill to watching a fireworks show, there are plenty of ways to celebrate this national holiday. Offer safety tips, especially in regards to fireworks, to ensure your clients have a good holiday.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Travel Insurance</strong>: Plenty of families are taking summer vacations. But, many people aren’t aware of how travel insurance can protect them while away from home. This is a good month to explain the benefits and popular coverage options of travel insurance.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Bug Protection</strong>: Bug bites are itchy and irritating; they can also infect you with a disease. Share tips for repelling bugs and preventing bites so your clients can enjoy the outdoors with less worry.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Embrace Your Geekness Day (July 13)</strong>: This fun holiday gives you the chance to share a bit about yourself with your clients. Share what you geek out about, whether it be designer handbags or the Star Wars franchise. This will help add a personal touch and set you apart from your competition.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Home Security</strong>: Thieves often target the homes of vacationing families. Inform your clients of steps they can take to boost home security in their absence. Don’t forget to mention that safe homes are often eligible for home insurance discounts.</span></li>
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<li><span style="line-height: 1.5em;"><strong>National Ice Cream Day (July 19)</strong>: There’s no better way to cool down than with a big scoop of ice cream. Remind your clients to celebrate this fun holiday. Also, try interacting with them on social media by asking about their favorite flavors. You can turn this into a fun social media photo contest by asking your followers to share pictures of themselves enjoying the cool treat.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Staying Hydrated</strong>: It’s quite easy to become dehydrated during the hot summer months. This is especially true of people who consume sugary sodas and juices. Remind your clients of the importance of drinking lots of pure water, even when they don’t feel thirsty.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Saving Gas</strong>: Did you know that the sun can evaporate fuel out of a car’s gas tank? Between the heat and summer road trips, many people can benefit from tips on how to save money on gas.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Summer Activities for Kids:</strong> Children get bored over summer break. Share ideas for activities to keep kids entertained that your clients can try at home.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Skin Care</strong>: Sunburns are more serious than most people realize. With each burn, you increase your chances of developing skin cancer in the future. Remind your clients of best practices in regards to using sunscreen and other methods of skin protection.</span></li>
</ol>
Summer days may be long, hot and hard to get through, but at least you now have a few ideas for writing topics. <br />
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Did some of our ideas lead to your own ideas? We’d love to hear them in the comments section below.urn:uuid:783Why Duplicate Content is Bad for SEO - Agency Marketing BlogWhy you should take the time to create original content for your insurance agency website instead of duplicating content… it’s better for your SEO.2015-06-22T11:15:49Z2024-03-19T05:52:04Z<img style="width: 250px; height: 177px; float: right; margin: 5px;" longdesc="Duplicate content bad for SEO" alt="row of paper cut figures" src="/images/blog/Thinkstock/ThinkstockPhotos-494238807.jpg" />The content on your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> is vital to getting your site noticed by people and search engines. Whether it’s for your blog, landing pages or product pages, your content is what Google, Bing and Yahoo use to rank you. <br />
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Some insurance agents think that reusing content won’t affect <a href="http://www.getitc.com/blog/marketing/2015/02/25/what-is-seo-and-is-it-important-to-my-agency#.VYRJzflVhBc">search engine optimization (SEO)</a> efforts. But that is wrong. You should never duplicate content, and here’s why.<br />
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When a search engine crawls a webpage, it cross references it to see if the same content shows up on any other pages. If it does, the search engines then have to decide which page is a copy and which is <g data-gr-id="53" id="53" class="gr_ gr_53 gr-alert gr_gramm Grammar only-del replaceWithoutSep">the original.</g> If there’s duplicate content on your website, your search engine rankings will suffer.<br />
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<strong>What’s considered duplicate content?</strong><br />
Duplicate content can happen in different ways. The most obvious is copying information from other websites and claiming it as your own. This is also considered plagiarism and could cause more problems for you besides your rankings.<br />
<br />
Another way is by copying yourself. If you use the same content on different pages of your website, it’s considered duplicate content. For instance, the search engines consider the same introduction on every line of business page duplicate content. It’s always a good idea for each page to have fresh content. <br />
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Sometimes, search engines deem items you wouldn’t think of as duplicates as duplicate content. For example, like when multiple versions of a page are indexed. An example of this would be <g data-gr-id="55" id="55" class="gr_ gr_55 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep">printer-friendly</g> version of a <g data-gr-id="49" id="49" class="gr_ gr_49 gr-alert gr_spell ContextualSpelling">webpage</g>. The printer-friendly version and the original count as two pages to search engines because the content is the same.<br />
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<strong>How do I avoid duplicate content issues?</strong><br />
Unique, fresh content is always the best way to go when writing for your insurance website. Avoid repetitive copy at all costs. Also, be aware of different URLs that lead to the same page since that can count as duplicate content as well. The reason is that search engines view each of the different URLs as separate <g data-gr-id="51" id="51" class="gr_ gr_51 gr-alert gr_spell ContextualSpelling">webpages</g>. Although the URLs may be different, the content is the same and is seen as duplicate content. Avoiding this will not only help you on the search engines, but it’ll better serve your visitors.<br />
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The goal of search engines is to provide users with the most relevant results. Search results with the same pages of content <g data-gr-id="52" id="52" class="gr_ gr_52 gr-alert gr_gramm Grammar multiReplace">isn’t</g> helpful. By duplicating content, you harm your visibility on search engines. Search engines think of duplicate content as spam. So, you must too. <br />
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Do you have a question about duplicate content and how it can harm your SEO? Let us know by leaving it in the comments section below.urn:uuid:782Masters of Marketing -- Blogging for SEO - Agency Marketing BlogThe slides and recording of the June 18, 2015 Masters of Marketing webinar.2015-06-18T15:28:58Z2024-03-19T05:52:04ZIn today’s Masters of Marketing webinar, I discussed how blogging can help increase you website traffic and maximize your search engine optimization (SEO) efforts. If you missed it, you can watch the recording <a href="https://attendee.gotowebinar.com/recording/1976905781337121538">here </a>or review the slides below.
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<iframe src="//www.slideshare.net/slideshow/embed_code/key/86jycuSeVcmwUh" width="425" height="355" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
<div style="margin-bottom: 5px;">Join us for our next Masters of Marketing webinar on Thursday, July 16th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.<br />
</div>urn:uuid:781The Truth about Flash in Insurance Website Design - Agency Marketing BlogWe’ve heard the rumblings that Flash-based websites are down and out. Here’s the truth about the once loved software platform.2015-06-17T10:41:28Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-186519389.jpg" alt="website and gears" longdesc="The Truth about Flash in Insurance Website Design" style="width: 250px; height: 265px; float: right; margin: 5px;" />For <g class="gr_ gr_74 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="74" data-gr-id="74">years</g> we’ve created beautiful <a href="http://www.getitc.com/!/insurance-website-designs">insurance website designs</a> with impressive animations and functionality with the help of Flash. Flash is capable of creating incredible website features. However, recent advances in web technologies and trends are pushing it out of the industry. <br />
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If your insurance agency website has Flash, take heart. Some of our top performing insurance agency websites still contain Flash. We at ITC pay close attention to the latest technologies and trends. We’ve implemented these technologies into our insurance website designs. These changes allow our websites to have Flash and still be relevant and functional. Let me explain.<br />
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<strong>What is Flash?<br />
</strong><br />
Flash is a multimedia and software platform. The earliest version of Flash, SmartSketch, traces back to the <g class="gr_ gr_85 gr-alert gr_spell ContextualSpelling multiReplace" id="85" data-gr-id="85">mid 1990s</g>. It was later incorporated into FutureSplash Animator and took its place in the web development scene. During that time, several popular websites like Disney and MSN were successfully developed. In 2005, Flash was then acquired by Adobe Systems, who maintains ownership today.<br />
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The use of Flash continues to evolve in animation, software <g class="gr_ gr_88 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="88" data-gr-id="88">applications</g> and video games. It makes it easier for websites to work across browsers like Firefox, Chrome, Internet Explorer and Safari. Additionally, the file size of Flash elements are usually small. This helps improve an insurance website’s performance since it makes page load times faster. With <g class="gr_ gr_86 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="86" data-gr-id="86">Flash</g> developers can make websites look fancy without making people wait a long time to see it.<br />
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<strong>The Decline of Flash in Web Design<br />
</strong><br />
Mobile browsing has been on the rise for the last several years. In 2010, Apple founder Steve Jobs announced that iPhone and iPads would no longer support Flash. Additionally, many Android devices dropped support. One major reason for this is that Flash, especially in web design, relies heavily on rollover effects. Unfortunately, rollovers don’t work well on touchscreen devices. <br />
<br />
Furthermore, the decoder, H.264, which is required to run Flash on a device, uses up a lot of power. To preserve power on a mobile phone or tablet, the power usage needs to be kept as low as possible. To help save battery for laptop users, Google recently updated Chrome to pause Flash elements that are not the focus on a web page.<br />
<br />
While search engines have gotten better at indexing Flash content on websites, it is still not the best for <a href="http://www.getitc.com/blog/tag/seo/">search engine optimization (SEO)</a>. The better choice is to make your content HTML-based so it can be easily crawled by Google and other search engines. <br />
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<strong>Why Is Flash Still Successful on Insurance Website Builder Websites?<br />
</strong><br />
Many successful insurance agency websites still use Flash. The key is to not create an entire website using only Flash.<br />
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We only use bits of Flash throughout a website. In fact, one of our most successful <g class="gr_ gr_77 gr-alert gr_spell ContextualSpelling" id="77" data-gr-id="77">website</g> features is a Flash-based slideshow. Also, we include alternate content for iPhones and iPads on these small bits of Flash. So, although the website contains Flash, it is still attractive and functional on any device. This also means search engines can crawl text, so website traffic is not limited. <br />
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The mobile issue with Flash is never a problem. Each Insurance Website Builder website comes with an adaptive mobile website that will not display Flash. If a responsive website does contain Flash, there is a solution. Simply hide the Flash component on mobile devices and provide alternative calls to action in its place.<br />
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In short, Flash is still a functional element in insurance website design. That said, if you are still using Flash on your insurance agency website, eventually you may want to consider replacing it with newer programming.<br />
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Yes, there are corporate settings where Flash was and will probably always be useful. It is great for creating training solutions, rich <g class="gr_ gr_93 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="93" data-gr-id="93">media</g> and intranet applications. However, Flash’s practicality in web development is lessening. Eventually, it may be best to switch to an HTML5 and CSS3-based website. Most of the fancy, fun animations that Flash spoiled us with can now be done with newer programming. While HTML5 and CSS3 still have a lot of <g class="gr_ gr_91 gr-alert gr_gramm Grammar multiReplace" id="91" data-gr-id="91">room</g> to grow, they offer the best approach in comparison to other alternatives.<br />
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Got a question about Flash in insurance agency websites? Let us know in the comments below.urn:uuid:7788 Ways to Make the Most of Your Agency Marketing Strategy - Agency Marketing BlogIf you're looking to maximize your insurance agency marketing, here are eight easy things you can implement into your marketing strategy today.2015-06-15T09:09:07Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-495193237.jpg" alt="a group of people planning marketing ideas" longdesc="8 ways to make your agency marketing count" style="width: 250px; height: 186px; float: right; margin: 5px;" />Part of marketing is not only getting your name out to prospects but also coming up with new ideas and strategies. But, that doesn’t mean you have to create a long, elaborate scheme. Making some simple changes or additions to your marketing plan can sometimes do the trick.<br />
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Here is a list of eight things you can implement into your agency marketing strategy today to make the most of it. <br />
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<strong>Know where your clients are coming from</strong>. The saying “<em>What you don’t know can’t hurt you</em>” is wrong in this instance. For your marketing to work, you have to know where your clients are coming from. This involves tracking the SEO of your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> and asking probing questions when you receive a referral. <br />
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<strong>Check in on what your competition is doing. </strong>Knowing what your competitor is up to should be a major part of selecting your marketing strategies. If you’ve noticed that something is working for your competitor, make a note of it and find a way to use it as inspiration. It may work for you <g class="gr_ gr_66 gr-alert gr_gramm Punctuation only-del replaceWithoutSep" id="66" data-gr-id="66">too,</g> though you should remember what works for one agency does not always work for another.<br />
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<strong>Get involved locally.</strong> Whether it’s sponsoring a local charity, helping out at a shelter or speaking at a local event, get involved. The more positive things you do locally, the more people will talk about your agency, which can equal more business for you.<br />
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<strong>Know your marketing goals.</strong> This idea is simple, yet effective. Jotting down your goals as an agency is always a good idea. After you’ve written them down, post them somewhere in the office that everyone can see like the breakroom. This makes your marketing goals more tangible and can serve as motivation to everyone. <br />
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<strong>Tweak your website.</strong> <a href="http://www.getitc.com/blog/marketing/2015/05/04/easy-tweaks-to-freshen-up-your-website#.VXtCsflVhBc">Small changes to your insurance website can make a world of difference</a>. Look at your Google Analytics data to see which content or pages are getting the most hits. Those pieces of information or pages should be more prominent on your website. This will also help with your online marketing.<br />
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<strong>Take advantage of your email signature.</strong> We use our email a lot. Take advantage of your email space by upgrading your email signature. Make sure it includes your agency’s logo and clickable links to your insurance agency website and social media platforms.<br />
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<strong>Send out birthday emails to your clients. </strong>This is where the relationship-building part of marketing comes in. By sending out birthday emails to prospects and clients, you’re able to put your agency in front of them, which is valuable. Tools like ITC’s agency marketing system <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> can automate this process so you don’t have to think twice about it.<br />
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<strong>Create an email newsletter.</strong> But don’t stop at sending birthday emails once a year as the only way to build relationships. To really get and keep your agency up front and center, <a href="http://www.getitc.com/blog/marketing/2015/04/20/3-reasons-why-your-insurance-agency-needs-an-email-newsletter#.VXtKJvlVhBc.">try email newsletters</a>. When a newsletter is packed full of useful information, it can be passed along to others and act as a referral source. <br />
Most of these ideas are simple, yet cost effective. <br />
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Put some of these ideas to use today to help promote your agency and complement your agency marketing efforts. <br />
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Do you have some ideas that you think should be added to this list? Let us know in the comments section below.urn:uuid:776What’s in Release 6.0.38.26 of InsurancePro - Agency Management BlogThese are the changes in the latest release of ITC's agency management system InsurancePro.2015-06-10T10:16:04Z2024-03-19T05:52:04ZThese are the enhancements that are included in the latest release of agency management system InsurancePro (Release 6.0.38.26).<br />
<span style="line-height: 1.5em;"><br />
<ul class="ulStyle">
<li><span style="line-height: 1.5em;">Corrected issues related to emails</span></li>
<li><span style="line-height: 1.5em;">Corrected a misspelled word in the language drop down</span></li>
<li><span style="line-height: 1.5em;">Correct an issue when saving the form fax cover sheet</span></li>
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</div>urn:uuid:77510 Insurance Website Design Terms You Need to Know - Agency Marketing BlogTen insurance website design terms explained that will help you in the design process of your insurance agency website.2015-06-10T09:58:02Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-468930605.jpg" alt="Dictionary " longdesc="10 Insurance Website Design Terms You Need to Know" style="width: 250px; height: 201px; float: right; margin: 5px;" />When building your insurance agency website, you might hear a lot of technical jargon. It’s easy to get lost. It can be hard to stay up to date on the latest terms and definitions. I’ve put together this list of important <a href="http://www.getitc.com/!/insurance-website-designs">insurance website design</a> terms you should know. This list will help you understand what your designer is talking about during the design process.<br />
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<strong>Above the Fold</strong><br />
The fold of an insurance website is the point where visitors start to scroll to see more of the page. As best practice, it’s best to keep the most important information like your logo, phone number and unique selling proposition above the fold line.<br />
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<strong>Call to Action (CTA)</strong><br />
<a href="http://www.getitc.com/blog/marketing/2013/04/23/how-to-create-an-effective-call-to-action-on-your-website">CTAs</a> tell your visitors what you want them to do. They’re usually in the form of a button, text or graphic and will ask the visitor to do things like <em>Fill Out A Quote Form</em> or <em>Subscribe</em>. <br />
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<strong>Conversion Rate</strong><br />
To calculate your website’s conversion rate, divide the total number of website visitors by the amount of received forms, quote requests or phone calls. On phone calls, make sure you’re asking how they heard about your agency so you only include phone calls that came from your website. Conversion rate helps determine how effective an insurance website is in generating new leads for your agency.<br />
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<strong>Flat Design</strong><br />
<a href="http://www.getitc.com/blog/marketing/2015/04/27/how-to-use-flat-design-to-modernize-your-insurance-website">Flat design</a> is a type of insurance website design that is clean and minimalistic. A flat design website doesn’t have shadows, gradients or 3-D elements. More and more websites are turning to this web style today. Websites that use the older graphic design elements can look outdated, which is not good for your online presence.<br />
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<strong>Infinite Scrolling</strong><br />
This technique loads a web page in layers, going from top to bottom. A visitor will instantly see what’s above the fold while the rest of the website continues to load beneath the fold. Infinite scrolling helps websites load quicker since browsers do not have to load the whole page at once.<br />
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<strong>Landing Page<br />
</strong>At the most basic form, a <a href="http://www.getitc.com/blog/marketing/2014/02/24/how-to-get-insurance-leads-online-with-effective-landing-pages">landing page</a> is any page of an insurance agency website that a person can land on. Most people refer to landing pages as any page of a website that is not the home page and captures a visitor’s information. <br />
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Landing pages usually have one specific focus and talk about only one product or feature. They allow clients to interact with a website by filling out a form or requesting information.<br />
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<strong>Lead Form</strong><br />
A lead form lets insurance website visitors submit or download information. Quote forms act as lead forms since they capture information. The agent then treats this information like a new lead.<br />
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<strong>Navigation</strong><br />
How a website flows from one section to another is the navigation. This information is in the website’s navigation menu, which is usually on the top, side or bottom of a website. It allows the website visitor to easily access the pages he or she needs most.<br />
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<strong>Responsive Elements</strong><br />
<a href="http://www.getitc.com/blog/marketing/2015/05/18/re-is-responsive-web-design-for-my-agency">Responsive elements</a> are most often brought up when talking about mobile versions of insurance agency websites. They organize a website based on the visitor’s browser or window size. This prevents the website from looking squished on smaller screens. <br />
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<strong>White Space</strong><br />
The blank space around content, logos and graphics is white space. Adding white space around these important elements helps give them prominence. White space makes it easier to keep a smooth, clean look without cluttering up your website’s design.<br />
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Knowing these ten website design terms is important when building or redesigning a website. Hopefully, next time you hear them, you’ll feel more confident because you know what they mean.<br />
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Do you have a website design term you need help understanding? Let us know in the comments below, and we’ll include it in our next blog post.urn:uuid:774ACORD Forms Update (May 2015) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in May 2015.2015-06-09T09:04:15Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
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<strong>New Forms</strong><br />
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152 2015/06 - Commercial Inland Marine Section<br />
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138 VI 2015/06 - Virgin Islands Garage and Dealers<br />
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<strong>Withdrawn Forms</strong><br />
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133 TN 2012/07 - Tennessee Workers Compensation Insurance Plan<br />
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146 2013/09 - Equipment Floater Section<br />
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171 VA 2003/02 - Virginia Rejection of Coverage Under The Virginia Workers' Compensation Act<br />
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172 VA 2003/02 - Virginia Notice Terminating Prior Rejection of Coverage<br />
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<strong>Corrections or Modifications to Existing Forms</strong><br />
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138 MN 2014/12 - Minnesota Garage and Dealers<br />
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159 2014/09 - Schedule of Property Limits<br />
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143 2013/09 - Transportation Section<br />
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90 MT 2014/12 - Montana Personal Auto Application<br />
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90 ND 2014/12 - North Dakota Personal Auto Application<br />
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90 NH 2014/12 - New Hampshire Personal Auto Application<br />
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90 NJ 2014/12 - New Jersey Personal Auto Application<br />
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<strong>Forms with New Revision Dates</strong><br />
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67 2015/07 replaces 2011/07 - IL/IN/KY/WV Mine Subsidence Property Insurance Supplement (for use on or after 7/1/2015)<br />
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133 2015/06 replaces 2015/05 - Workers Compensation Insurance Plan Assigned Risk Section<br />
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160 2015/06 replaces 2014/12 - Business Owners Section<br />
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90 DE 2015/12 replaces 2013/12 - Delaware Personal Auto Application (for use on or after 12/1/2015)<br />
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90 KY 2015/09 replaces 2014/12 - Kentucky Personal Auto Application (for use on or after 9/1/2015)<br />
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90 ME 2015/12 replaces 2014/12 - Maine Personal Auto Application (for use on or after 12/1/2015)<br />
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90 MN 2015/12 replaces 2014/12 - Minnesota Personal Auto Application (for use on or after 12/1/2015)<br />
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90 MT 2015/12 replaces 2014/12 - Montana Personal Auto Application (for use on or after 12/1/2015)<br />
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90 NC 2015/12 replaces 2014/12 - North Carolina Personal Auto Application (for use on or after 12/1/2015)<br />
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90 NJ 2015/12 replaces 2014/12 - New Jersey Personal Auto Application (for use on or after 12/1/2015)<br />
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90 NY 2015/12 replaces 2014/12 - New York Personal Auto Application (for use on or after 12/1/2015)<br />
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90 PA 2015/12 replaces 2014/12 - Pennsylvania Personal Auto Application (for use on or after 12/1/2015)<br />
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90 RI 2015/12 replaces 2014/12 - Rhode Island Personal Auto Application (for use on or after 12/1/2015)<br />
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90 TX 2015/12 replaces 2014/12 - Texas Personal Auto Application (for use on or after 12/1/2015)<br />
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90 WI 2015/12 replaces 2014/12 - Wisconsin Personal Auto Application (for use on or after 12/1/2015)<br />
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90 WY 2015/12 replaces 2014/12 - Wyoming Personal Auto Application (for use on or after 12/1/2015)<br />
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137 DC 2015/12 replaces 2014/12 - District of Columbia Commercial Auto (for use on or after 12/1/2015)<br />
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137 FL 2015/12 replaces 2013/12 - Florida Commercial Auto (for use on or after 12/1/2015)<br />
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137 IA 2015/12 replaces 2014/12 - Iowa Commercial Auto (for use on or after 12/1/2015)<br />
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137 KY 2015/09 replaces 2014/12 - Kentucky Commercial Auto (for use on or after 9/1/2015)<br />
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137 MN 2015/12 replaces 2014/12 - Minnesota Commercial Auto (for use on or after 12/1/2015)<br />
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137 MT 2015/12 replaces 2014/12 - Montana Commercial Auto (for use on or after 12/1/2015)<br />
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137 OK 2015/12 replaces 2014/12 - Oklahoma Commercial Auto (for use on or after 12/1/2015)<br />
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138 DC 2015/12 replaces 2014/12 - District of Columbia Garage and Dealers (for use on or after 12/1/2015)<br />
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138 FL 2015/12 replaces 2013/12 - Florida Garage and Dealers (for use on or after 12/1/2015)<br />
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138 IA 2015/12 replaces 2014/12 - Iowa Garage and Dealers (for use on or after 12/1/2015)<br />
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138 KY 2015/09 replaces 2014/12 - Kentucky Garage and Dealers (for use on or after 9/1/2015)<br />
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138 MN 2015/12 replaces 2014/12 - Minnesota Garage and Dealers (for use on or after 12/1/2015)<br />
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138 MT 2015/12 replaces 2014/12 - Montana Garage and Dealers (for use on or after 12/1/2015)<br />
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138 OK 2015/12 replaces 2014/12 - Oklahoma Garage and Dealers (for use on or after 12/1/2015)<br />
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290 DE 2015/12 replaces 2014/12 - Delaware Personal Auto Application Section (for use on or after 12/1/2015)<br />
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290 KY 2015/09 replaces 2014/12 - Kentucky Personal Auto Application Section (for use on or after 9/1/2015)<br />
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290 ME 2015/12 replaces 2014/12 - Maine Personal Auto Application Section (for use on or after 12/1/2015)<br />
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290 MN 2015/12 replaces 2014/12 - Minnesota Personal Auto Application Section (for use on or after 12/1/2015)<br />
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290 MT 2015/12 replaces 2014/12 - Montana Personal Auto Application Section (for use on or after 12/1/2015)<br />
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290 NC 2015/12 replaces 2014/12 - North Carolina Personal Auto Application Section (for use on or after 12/1/2015)<br />
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290 NJ 2015/12 replaces 2014/12 - New Jersey Personal Auto Application Section (for use on or after 12/1/2015)<br />
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290 NY 2015/12 replaces 2014/12 - New York Personal Auto Application Section (for use on or after 12/1/2015)<br />
290 PA 2015/12 replaces 2014/12 - Pennsylvania Personal Auto Application Section (for use on or after 12/1/2015)<br />
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290 RI 2015/12 replaces 2014/12 - Rhode Island Personal Auto Application Section (for use on or after 12/1/2015)<br />
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290 TX 2015/12 replaces 2014/12 - Texas Personal Auto Application Section (for use on or after 12/1/2015)<br />
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290 WI 2015/12 replaces 2014/12 - Wisconsin Personal Auto Application Section (for use on or after 12/1/2015)urn:uuid:7736 Ways to Improve Your Subject Line - Agency Marketing BlogSubject lines may seem to be a small part of email marketing, but they play a big role in your email success. Improve your subject lines with these tips.2015-06-08T08:51:44Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-162708404.jpg" alt="business ideas illustration" longdesc="6 Ways to Improve Your Subject Line" style="width: 250px; height: 166px; float: right; margin: 5px;" />The subject line of an email is often the last thought when creating a marketing email. But, it can be the difference between a prospect opening the email or sending it straight to the trash folder. <br />
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That’s a lot of pressure for one component of email marketing. But, how many times have you seen an awkward subject line and assumed the email was spam? Probably more than you think you have. <br />
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That’s why I’ve put together this list of six ways you can spruce up your email marketing subject lines. <br />
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<strong>Change the Way You Think About the Subject Line</strong><br />
If you consider the subject line to be as important as the actual email, you’ll start placing more importance on it. The subject line is your audience’s first impression of your email. Consider the thought you put into what you wear to an important networking event. You want to make a good first impression. Treat your subject line the same way. <br />
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<strong>Keep It Short and Sweet</strong><br />
The subject line should grab attention and be under 50 characters. Long subject lines don’t do a good job of grabbing attention and getting someone to open an email. Asking a question, using a specific area’s name and having a trending topic are all good ways to create a compelling subject line.<br />
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Some examples: <br />
What Do You Think? – Customer Service Survey<br />
Carrollton Flood Updates<br />
4 Common Mistakes That Cause House Fires<br />
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But, the bottom line <g class="gr_ gr_94 gr-alert gr_gramm Grammar multiReplace" id="94" data-gr-id="94">is don’t</g> be wordy. Your prospects and clients might hit delete without ever opening your email. <br />
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<strong>Avoid Fillers</strong><br />
The subject line is not a place to exchange pleasantries or fall into casual conversation, so avoid fillers like <em>Hi</em>. Save that for the body. <br />
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<strong>Don’t Be Rude</strong><br />
There’s nothing wrong with needing a timely response and letting your recipient know that. Just don’t be pushy or rude. You don’t want to come off as aggressive. A subject line like <em>Purchase a Home Policy With Us Today</em> may not be rude, but it is a pushy sales message. Odds are your audience already knows your angle. Focus on providing value and helpful information to your clients and prospects.<br />
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<strong>Avoid ALL CAPS </strong><br />
Using all caps makes an email seem spam-y. Plus, it comes off aggressive, desperate or, worse, angry. Consider the difference between the following subject lines<br />
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What your subject line says – THANKS FOR CHOOSING US!!!!<br />
What your audience thinks – Are they really glad I chose them? Do they know how to turn off caps lock?<br />
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What your subject line says – Thanks for Choosing Us! <br />
What your audience thinks – They’re happy for my business.<br />
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What your subject line says – GET A QUOTE TODAY<br />
What your audience thinks – Nope.<br />
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What your subject line says – Get a Quote Today<br />
What your audience thinks – I’m up for renewal. Maybe I should look at some quotes.<br />
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<strong>And Finally: Never, Ever, Ever, EVER Leave the Subject Line Blank</strong><br />
Inboxes are crowded. It’s hard to compete with all the other email people get. This is why you should never leave it blank. A subject line is the appetizer before the meal so, don’t skip it. Take time to write a compelling subject line. You will be happy with the results if you do.<br />
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Subject lines of email marketing are important. They can mean the difference between a successful and not so successful email campaign. The better your subject line, the more opens you may get. The more opens you get, the more people who see your brand, the more people who are likely to become clients, the more likely clients are to stay clients, etc. So, next time you’re composing a subject line, remember these tips to create the best first impression you can. <br />
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<em>What subject lines have worked for you? Tell us in the comments.</em>urn:uuid:764SEO Terms You Need to Know for Your Insurance Website - Agency Marketing BlogSEO terms like link building and meta tags can be confusing. Here are some you need to know for your insurance agency website.2015-06-03T10:05:00Z2024-03-19T05:52:04Z<img src="http://www.getitc.com/images/blog/Thinkstock/ThinkstockPhotos-464186213.jpg" alt="SEO Ranking Factors" style="width: 250px; height: 178px; float: right; margin: 5px;" />Have you ever talked to your search engine optimization (SEO) coordinator and walked away scratching your head because of the jargon? I am going to explain some of the most common SEO terms because the more you know, the better you can be at SEO. So, grab your drink, and get ready to learn some new SEO terms. <br />
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<span style="font-weight: 700;">Link Building </span>– This is one of the most talked about aspects of SEO. Link building is the process of getting other websites to link to a page on your insurance agency website. <br />
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This is one of the most important elements of SEO. You should never purchase links from link farms or companies promising you thousands of inbound links. These links are typically low quality links that will hurt your SEO more than they help. So, be careful in your link building strategies, or you will call down the wrath of Google’s penalties.<br />
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Check out this <a href="http://www.quicksprout.com/the-advanced-guide-to-link-building/">guide to link building</a>.<br />
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<span style="font-weight: 700;">Page Title and Description a.k.a. Meta Tags</span> – In short, this is the title and description of a page used by search engines. When someone searches a specific keyword or phrase, search engines display websites in order. For each insurance website displayed in the search engine result pages (SERPs), the title and short description is shown. This information is not visible on your pages anywhere. <br />
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There are two ways search engines put these descriptions together:<br />
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<ol>
<li><span style="line-height: 1.5em;">If the meta description you created contains the searched keyword or phrase, the meta description will show. </span></li>
<li><span style="line-height: 1.5em;">If the meta description doesn’t contain the keyword or phrase, only a fragment of your website’s content that does contain the keyword or phrase will show.</span></li>
</ol>
There is no better way for a search engine to find out what each page of your insurance agency website is about than by looking at the title tag. That is why it is important to have good title tags.<br />
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<a href="https://support.google.com/webmasters/answer/35624?hl=en">What Google has to say about page titles and descriptions</a><br />
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<span style="font-weight: 700;">Page SEO or Optimization </span>– There are two elements of page SEO: on-page and off-page. <br />
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<blockquote style="padding: 0px; margin-bottom: 0px; margin-left: 40px; border: none;"><span style="font-weight: 700;">On-Page SEO or Optimization</span> is everything you do on your web page to improve its rankings. This includes quality or informative content, page titles and descriptions and internal linking structure. </blockquote><br />
<blockquote style="padding: 0px; margin-bottom: 0px; margin-left: 40px; border: none;"><a href="http://positionly.com/blog/seo/on-page-optimization-checklist">Here’s a checklist for improving your on-page SEO</a>.</blockquote><br />
<blockquote style="padding: 0px; margin-bottom: 0px; margin-left: 40px; border: none;"><span style="font-weight: 700;">Off-Page SEO or Optimization</span> - This is a much simpler concept to understand but can sometimes be harder to implement. Off-page optimization is everything you do outside of your website to improve its rankings. The main element of off-page SEO is link building.</blockquote><br />
<span style="font-weight: 700;">Organic Search</span> – In simple terms, organic search is when a user enters a keyword or phrase into a search engine, and your website appears in the organic results.<br />
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<span style="font-weight: 700;">PageRank </span>– This is an algorithm created by Larry Page, one of the two founders of Google. It estimates the importance of a website. One of the common aspects found through testing and observing are the number of backlinks to your website. The PageRank algorithm assigns a numerical weight of 1-10 to websites. 1 being the lowest and 10 being the highest. The better the PageRank is for the website linking to your site, the better your PageRank will be. This also ties in with the quality of your content. You cannot expect authoritative sites or ones with a high PageRank to link to your insurance agency website if it doesn’t contain good content. <br />
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The links between websites aren’t just for the search engines. When a website provides a link to another website, it is saying to its visitors, “Hey, our website is great and so is this website. Check it out!”<br />
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PageRank can get a little consuming, <a href="http://en.wikipedia.org/wiki/PageRank">so here’s more on it</a>. <br />
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The explanations above are a sampling of the terms you may hear during conversations about SEO. Have you heard an SEO term and don’t know what it means? Leave it in the comments, and we will explain it.urn:uuid:760Operation Agency Success: Content Marketing, Part 1 - ITC VideosContent marketing is hard but it is so important to the success of your insurance agency website. Watch this video for some content marketing ideas.2015-06-02T14:58:26Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/129590709?portrait=0&color=ff9933&camp;autoplay=1" style="margin-top: 8px;"><noframes><img alt="" src="/images/blog/OAS/OAS_image_02022015.jpg"></noframes></iframe>
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<br />
Content marketing is an investment of time or money. Your insurance agency website needs to have fresh, unique content on a regular basis. Laird talks about the benefits of content marketing and where you can get ideas.<br />
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<h2 class="subtitle">Related Articles</h2>
<a href="http://www.getitc.com/videos/2012/11/07/content-is-king">Operation Agency Success: Content is King</a><br />
<a href="http://www.getitc.com/blog/marketing/2015/05/26/celebrate-summer-with-these-10-blogging-ideas-for-june">Celebrate Summer with These 10 Blogging Ideas for June!</a><br />
<a href="http://www.getitc.com/blog/marketing/2015/02/09/what-a-neglected-blog-says-about-your-insurance-agency">What a Neglected Blog Says About Your Insurance Agency</a><br />
<a href="http://www.getitc.com/blog/marketing/2013/08/26/is-your-insurance-website-a-one-stoplight-town">Is Your Insurance Website a One-Stoplight Town?</a>urn:uuid:759When Should I Schedule My Marketing Emails? - Agency Marketing BlogThe right timing can affect the success of your email marketing campaign. Here are some tips for finding the best time to send an email.2015-06-01T09:26:54Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-533774379.jpg" alt="Laptop and clock" longdesc="When Should I Schedule My Marketing Emails? " style="width: 250px; height: 167px; float: right; margin: 5px;" />Email marketing is a fast, easy and efficient way to reach prospects and clients. 2.5 billion people have an email address, which makes email marketing a smart, simple way to expand your client base. The right timing can maximize your efforts and get the highest click-through rate (CTR).<br />
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We often get asked by agents about when is the best time to send a marketing email. Here are answers to questions we often get about timing and email marketing.<br />
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<strong>Q: What’s the best time to send an email?</strong><br />
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<strong>A</strong>: Emails sent between 6 a.m. and noon have a lower CTR than ones sent immediately following the lunch hour. While some people check their emails between 9 and 11 a.m., this window can be risky. Most people get to work in the morning, open their inboxes and delete the clutter. If your readers do not recognize your name or email address, it can fall victim to the morning inbox purge. <br />
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Because of this, an email sent early in the afternoon has higher open and click-through rates. Emails sent between 2 and 3 p.m. have the greatest chance to get opened and read immediately. It’s post-lunch, and the end of the work day is approaching. Also, most people usually check their emails one last time before they go home for the day. <br />
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<strong>Q: Would it make sense to send an email at 4:30 p.m.?</strong><br />
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<strong>A</strong>: A lot of people are leaving work to avoid traffic, pick up dinner, attend an after-school function for their children, etc. It’s better to schedule your marketing email around 2 p.m. <br />
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<strong>Q: What about my clients who don’t work a typical 9 to 5 job?</strong><br />
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<strong>A</strong>: Most people access their emails on a tablet or smartphone. So, there’s a strong chance an email sent during normal business hours could be seen and acted upon in the evening. <br />
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<strong>Q: Do you recommend testing to find the best time?</strong> <br />
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<strong>A</strong>: Yes. Doing an A/B testing is a great way to determine what time works best for your clients. Maybe your younger clients respond 9 out of 10 times to emails sent around 1:30 p.m., but your older clients prefer to chat in the morning. You can find this out through A/B testing. <br />
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With that said, keep in mind that there really is no one time that is the ideal time for everyone. This is why we recommend using A/B testing to find what is best for your list. For insurance agents who use ITC’s automated agency marketing system AgencyBuzz, our predictive send feature does the work for you. The system learns when your list is most likely to open an email and sends it to them at that time. <g class="gr_ gr_86 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="86" data-gr-id="86">Say</g> for example, your client Jim opens his email at 10 a.m. AgencyBuzz will send his email at 9:30 so it is at the top of his inbox. <br />
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The success of your email marketing campaign depends on you and your clients. It’s all about creating and maintaining that relationship. You know your clients better than anyone. Figure out what works best for you, and stick to it.urn:uuid:754Celebrate Summer with These 10 Blogging Ideas for June! - Agency Marketing BlogWith warmer weather on the horizon, use these 10 ideas to write a blog post for your insurance website in June before you head out for summer fun.2015-05-26T10:20:34Z2024-03-19T05:52:04Z<img style="width: 250px; height: 250px; float: right; margin: 5px;" longdesc="Celebrate Summer with These 10 Blogging Ideas for June!" alt="suitcase ready for summer vacation" src="/images/blog/Thinkstock/ThinkstockPhotos-452133677.jpg" />Summer is almost here! With warmer weather and family vacations on the brain, it may be hard to focus on fresh content ideas. Before heading out of town, use these 10 ideas to write some content for your agency’s blog and email newsletter this June.<br />
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<ol>
<li><span style="line-height: 1.5em;"><strong>Father’s Day (June 21)</strong>: It’s a day for celebrating good ‘ole dad, and there are plenty of ways to do it. Are you cooking a big meal with the family or spending the afternoon at the ball park? Share your favorite ways to celebrate the special day. You can also turn this into a contest on social media.<br />
</span></li>
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<li><span style="line-height: 1.5em;"><strong>Summer Car Care</strong>: The sun’s rays can be tough on cars. It’s not uncommon for interior components to fade or crack. Provide some car care tips to help your clients keep their vehicles in great shape through the hottest days.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Hurricane Season</strong>: The onset of June brings hurricane season, which is when flooding becomes a greater risk in coastal areas. It’s a good time to discuss flood preparation, recovery tips and the benefits of flood insurance.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Insurance Awareness Day (June 28)</strong>: Most people know they need insurance but aren’t familiar with its benefits. This is a great day to give your clients a better understanding by listing the most popular policies.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Motorcycle Insurance</strong>: Many motorcycle enthusiasts are dusting off their bikes and hitting the open road. Remind your clients to review their coverage so they can ride with peace of mind.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Summer Camp Safety</strong>: Camp provides a fun getaway for kids, along with some relaxing downtime for parents. But there are certain risks like sunburns, insect bites/stings and more. Inform your clients of these risks so they can prepare their children before hugging them goodbye when they set off for camp.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Pool Care</strong>: As pool season picks up, homeowners should be aware of how to properly care for their pools. Provide tips for cleaning, <g data-gr-id="455" id="455" class="gr_ gr_455 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep">maintenance</g> and pool safety.</span></li>
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<li><span style="line-height: 1.5em;"><strong>RV Insurance</strong>: Some families forgo flying in favor of traveling by RV. Provide information on how to choose the right RV coverage. </span></li>
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<li><span style="line-height: 1.5em;"><strong>Road Trip Safety</strong>: For families traveling by car, there are plenty of tips to help ensure a safe and comfortable road trip. Offer some tips like car maintenance or on-road entertainment to help your clients get the most out of their road trips. </span></li>
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<li><span style="line-height: 1.5em;"><strong>Popsicle Recipes</strong>: Popsicles are the perfect treat for a refreshing summer cool down. There are plenty of recipes that use fresh fruits, juices and even peanut butter and chocolate. Share your favorites so your clients can enjoy them as well.</span></li>
</ol>
Now that you have these ideas swimming in your head, get started on writing your a blog post for your insurance agency website in June. <br />
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If you have more topic ideas, let us know in the comments below.urn:uuid:753Masters of Marketing -- Mobile Website Best Practices - Agency Marketing BlogThe slides and recording of the May 21, 2015 Masters of Marketing webinar.2015-05-21T15:23:31Z2024-03-19T05:52:04ZIn today’s Masters of Marketing webinar, I discussed why every insurance agency needs a mobile website. If you missed it, you can watch the recording <a href="https://attendee.gotowebinar.com/recording/4576865951339907074">here</a> or review the slides below. <br />
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<iframe src="//www.slideshare.net/slideshow/embed_code/key/30T6lldx1FXCXf" width="425" height="355" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe><br />
<br />
Join us for our next Masters of Marketing webinar on Thursday, June 18th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.urn:uuid:752ACORD Forms Now Available in ITC’s Comparative Rater - Agency Rating BlogNow you can edit, email and print any ACORD form within ITC's comparative rating system TurboRater. Forms can also be prefilled with quote data.2015-05-20T10:19:46Z2024-03-19T05:52:04Z<img src="/images/blog/LOGOs/TurboRater.jpg" alt="TurboRater Logo" longdesc="Turborater" style="width: 250px; height: 64px; float: right; margin: 5px;" />We recently launched a new feature in our <a href="http://www.getitc.com/!/comparative-rating-system">comparative rating system</a> TurboRater: fully editable ACORD forms.<br />
<br />
With all ACORD forms available in our comparative rater, you can save time by doing it all in one system. Save even more time by <g class="gr_ gr_38 gr-alert gr_spell ContextualSpelling" id="38" data-gr-id="38">prefilling</g> ACORD forms with information from a quote and avoiding double entry. <br />
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Agents with the <a href="http://www.getitc.com/products/rating/features/">Enterprise Edition </a>of TurboRater get access to all ACORD forms. Those with the Starter or Professional Editions get access to the following forms:<br />
<br />
• Form 50 – Auto ID card, including <g class="gr_ gr_36 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="36" data-gr-id="36">state specific</g> Form 50<br />
• Form 90 – Personal Auto Application for each state<br />
• Form 54 – SR22, including <g class="gr_ gr_35 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="35" data-gr-id="35">state specific</g> Form 54<br />
• Form 71 – Personal Auto Policy Change Request Form<br />
• Form 58 – Notice of Cancellation<br />
• Form 37 – Statement of No Loss<br />
• Form 36 – Agent/Broker of Record Change<br />
• Form 80 – Homeowner Application<br />
• Form 27 – Evidence of Property Insurance<br />
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Within TurboRater, you can edit, email and print the forms. You can also store forms per client in the comparative <g class="gr_ gr_44 gr-alert gr_spell ContextualSpelling" id="44" data-gr-id="44">rater</g>. <br />
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If you’d like to upgrade your plan to the Enterprise Edition, contact your salesperson. If you are not a current TurboRater user and want to learn more about TurboRater, <a href="http://www.getitc.com/products/rating/demo/">watch a demo video</a>.urn:uuid:751Can Email and Print Newsletters Be Used Together? - Agency Marketing BlogIf you want a successful online and offline agency marketing campaign, using both email and print newsletters may be the answer.2015-05-20T10:06:23Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/166537796.jpg" longdesc="It’s no secret that newsletters, whether emailed or printed, are a good marketing tactic to have. As an independent agent, newsletters allow you to stay in contact with your clients. But which is better? Should you spend your marketing dollars on an email or a print newsletter? The answer might surprise you. Using both print and email newsletters together is actually the best insurance agency marketing decision. Here’s why. 91% of consumers use email at least once a day, and 90% prefer email notifications. This makes email newsletters a huge opportunity to communicate with your clients. They can easily link to your website and bring in more traffic. Plus, the low cost of emailed content means a higher return for you. Also, email newsletters offer the kind of tracking you can’t get with printed newsletters. You can use this tracking to improve your newsletter, get better engagement or segment your contacts. This way each group gets the content that best applies to them. This makes the newsletters more valuable to your audience. The more helpful you are, the more likely your clients will forward your newsletters or pass along your name. On the other hand, studies also show that receivers of printed newsletters are 28% more likely to buy a product when directed to a company’s website. Despite the popularity of email marketing, direct mail still has greater opening rates than email marketing. Think about it. Some people receive hundreds of emails a day. So, it’s more likely your newsletter could get buried under daily tasks and other marketing emails. By using both methods, you take full advantage of both opportunities. But if you’re a one-person agency or just starting out, handling two newsletters may seem like more than you can handle. The good news is that you don’t have to create a completely new newsletter, and with AgencyBuzz, the process is automated because you can schedule the system to send both versions out at the same time. Are you currently using both a print and an email newsletter together? Let us know if it has been working for your agency in the comments below." style="width: 250px; height: 261px; float: right; margin: 5px;" />It’s no secret that newsletters, whether emailed or printed, are a good marketing tactic to have. As an independent agent, newsletters allow you to stay in contact with your clients. But which is better? Should you spend your marketing dollars on an email or a print newsletter? The answer might surprise you. <br />
<br />
Using both print and email newsletters together is actually the best insurance agency marketing decision. Here’s why.<br />
<br />
91% of consumers use email at least once a day, and 90% prefer email notifications. This makes email newsletters a huge opportunity to communicate with your clients. They can easily link to your website and bring in more traffic. Plus, the low cost of emailed content means a higher return for you. <br />
<br />
Also, email newsletters offer the kind of tracking you can’t get with printed newsletters. You can use this tracking to improve your newsletter, get better engagement or segment your contacts. This way each group gets the content that best applies to them. This makes the newsletters more valuable to your audience. The more helpful you are, the more likely your clients will forward your newsletters or pass along your name. <br />
<br />
On the other hand, studies also show that receivers of printed newsletters are 28% more likely to buy a product when directed to a company’s website. Despite the popularity of email marketing, direct mail still has greater opening rates than email marketing. Think about it. Some people receive hundreds of emails a day. So, it’s more likely your newsletter could get buried under daily tasks and other marketing emails.<br />
<br />
By using both methods, you take full advantage of both opportunities. But if you’re a one-person agency or just starting out, handling two newsletters may seem like more than you can handle. The good news is that you don’t have to create a completely new newsletter, and with <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a>, the process is automated because you can schedule the system to send both versions out at the same time.<br />
<br />
Are you currently using both a print and an email newsletter together? Let us know if it has been working for your agency in the comments below.urn:uuid:750What’s in Release 6.0.38.23 of InsurancePro - Agency Management BlogThese are the enhancements that will be included in the next release of ITC's agency management system InsurancePro.2015-05-18T15:31:10Z2024-03-19T05:52:04ZThese are the enhancements that are included in the next release of agency management system InsurancePro (Release 6.0.38.23).<br />
<span style="line-height: 1.5em;"><br />
•</span><span style="line-height: 1.5em;">Added an email address field to user profile</span><br />
•Added native language drop down<br />
•Added ability for additional lien holder information from the address field to display in ACORD forms<br />
•Corrected the time stamp after saving an ACORD<span style="white-space: pre;"> </span>form as a PDF<br />
•Corrected an issue where the work field was not going into letter templates<br />
•Corrected query in batch printing so users can now query by agent<br />
•Corrected an issue when opening ACORD forms <span style="white-space: pre;" class="Apple-tab-span"> </span>if there were only one name<br />
•Corrected an issue that would prevent the message<span style="white-space: pre;" class="Apple-tab-span"><em>I</em></span><em>nsurancePro has detected that you may have files pending processing for downloads.</em> from showing after a user logged in.<br />
•Corrected an issue when emails from Scans & Documents<br />
•Corrected an issue with processing some al3 files<br />
•Renewal downloads now retain previously inputted email addresses for AgencyBuzz<br />
•Renewal downloads now can be associated automatically with previous term policies<br />
•Renewal downloads now can retain previous agent of record<br />
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We have certified the below companies for downloads. <br />
<br />
<strong> For IVANS:</strong><br />
•Elements Property Insurance Company, NAIC code 15312 for Home <br />
•Southern Vanguard Insurance Company, NAIC code 10925 for Home<br />
•Security First Florida, NAIC code 10117 for Home<br />
•Hyundai, NAIC code 10048 for Home<br />
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<strong> For Brovada:</strong><br />
•First Chicago, NAIC codes 41394, 13587 for Auto <br />
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<a href="http://www.getitc.com/products/management/certified_company_list.aspx">View a complete list of companies and NAIC codes.</a><br />
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<strong>**UPDATED May 26, 2015**</strong><br />
<br />
In release 6.0.38.24, we have corrected an issue with sending and loading emails in InsurancePro.urn:uuid:749RE: Is Responsive Web Design for My Agency? - Agency Marketing BlogResponsive website design is currently all the rage. But, is it right for your insurance agency website?2015-05-18T09:38:36Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-466952115-%5BConverted%5D.jpg" alt="website design on a platter" longdesc="mobile website vs responsive website design" style="width: 250px; height: 250px; float: right; margin: 5px;" />Ethan Marcotte coined the term responsive web design in 2010. It has gradually become the new norm for web design, and it seems everyone is hooked. So, what exactly is responsive web design, what’s all the hype about, and is it right for your agency? <br />
<br />
<strong>What is Responsive Web Design?</strong><br />
Responsive web design provides an excellent viewing experience across a wide range of devices. It uses fluid grids, flexible images and media queries so you get one website and one URL. So, instead of creating a website for each device, the website’s codes are designed to adapt to fit any screen size or resolution.<br />
<br />
<strong>Why Responsive Web Design?</strong><br />
Today, we have a lot of devices to use when searching the web. Desktops, laptops, smartphones, tablets, smart TVs, and now wearable-technology like smart-watches. Each of these devices display websites differently. This is why responsive web design is so popular. And, with the <a href="http://www.getitc.com/blog/marketing/2015/05/01/4-ways-to-improve-your-mobile-insurance-website-design#.VVZwDPlVhBc">Google’s mobile-friendly algorithm change</a>, it’s even more in demand.<br />
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<strong>Is Responsive Web Design Good for My Insurance Website?</strong><br />
Determining whether you need to implement responsive web design should be based on your business goals, budget and customer needs. For some <g class="gr_ gr_69 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="69" data-gr-id="69">companies</g> responsive web design is not an option due to the complexity of their websites, massive information, and/or business goals. For example, Amazon offers several different websites and mobile sites to accommodate their many online services. Certainly the cost to maintain each website may be higher, but each site delivers a better user experience. <br />
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Now to answer the question… is responsive web design good for my insurance agency website? The answer… It <g class="gr_ gr_55 gr-alert gr_gramm Grammar only-ins replaceWithoutSep" id="55" data-gr-id="55">depends</g>. <br />
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Much like Amazon, your <a href="http://www.getitc.com/!/insurance-website">insurance website</a> needs to focus on user experience. As an insurance agent, you want people to access your website on any device. Whether you choose a separate mobile website or responsive web design, your primary focus should be on whether your visitors can navigate it with ease. Keep in mind, your website visitors probably can’t tell the difference between a mobile version or responsive web design when viewing it on their mobile device. All they care about is the ability to successfully get the information they want or request a quote without hassle. As long as you focus on your user experience, you can increase your traffic no matter which choice you make. <br />
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<strong>The Bottom Line </strong><br />
The bottom line is you don’t have to switch to responsive web design for your insurance agency website to be effective. Responsive web design is definitely a great way to get a mobile-friendly website. But, before deciding to go with responsive web design, consider your business goals, your budget and your visitors’ needs. <br />
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<strong>Our Commitment</strong><br />
The fact is mobile web searches are increasing while desktop searches decrease. In response to this and other new technologies, ITC continues its commitment to provide insurance agents with the tools they need to succeed. Be on the lookout. We’re working diligently to introduce several new responsive design templates.<br />
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Have any feedback, questions or comments about this post? Leave a comment below. urn:uuid:748Long Tail Keywords: What Are They Good For? - Agency Marketing BlogWhen optimizing your insurance agency website for the search engines, focusing on long tail keywords is a better strategy. Here’s why.2015-05-15T08:50:28Z2024-03-19T05:52:04Z<img style="width: 250px; height: 229px; float: right; margin: 5px;" longdesc="Long Tail Keywords: What Are They Good For" alt="businessman looking for new business" src="/images/blog/Thinkstock/ThinkstockPhotos-493612619.jpg" />To optimize your insurance website for search engines, you focus on keywords and use them in your website content. There are two types of keywords: head keywords and long tail keywords. Head keywords are one to two words and tend to be broad. They are also hard to rank for as the competition is fierce. Long tail keywords are at least three to four words long, and used when searching for specific items. These keywords are more specific and have less competition.<br />
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For instance, a bicycle shop may target head keywords like <g data-gr-id="54" id="54" class="gr_ gr_54 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep gr-progress"><em>bike</em></g>, <em>bicycle </em>or <em>bike shop</em>. While they are good keywords, they are broad. They will capture the casual searcher but will be difficult to rank for. A long tail keyword phrase might be <em>Trek Madone Bike</em> or <em>Drop Handle Road Bike</em>. These are more specific keywords. There won’t be as high of a search volume for these keywords, but the volume the bike shop would see would be more targeted. Also, someone that uses a more specific keywords have usually done their research and is more likely to buy.<br />
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Insurance is a bit of a different animal when it comes to long tail keywords, but still important. Some head keywords might be <em>auto insurance</em>, <em>health insurance</em> or <em>commercial auto insurance</em>. Now, although commercial auto insurance is three words, it is a type of insurance, which means it is not a long tail keyword. A long tail keyword for insurance may be <em>liability limits for auto insurance </em>or <em>auto insurance for young drivers</em>. These keyword phrases will have <g data-gr-id="51" id="51" class="gr_ gr_51 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep">higher</g> click through rates since they target specific information.<br />
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As a business, it’s important that you use long tail keywords for your SEO. Not only is it easier to rank high for long tail keywords, the traffic you’d get would be more qualified and more likely to convert.<br />
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<strong>Which Long Tail Keywords Should I Use?</strong><br />
Identifying which long tail keywords you should target isn’t as hard as you might think. <a href="http://www.getitc.com/blog/marketing/2015/04/17/4-useful-tools-in-google-webmaster-tools#.VVPOl5PICuc">Google Webmaster Tools shows what search queries</a> your website showed up for. These search queries make good long tail keywords. Look for keywords that are longer than three words. Then use them in your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> content. <br />
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Another way to capture long tail keyword traffic is through strategic blogging. Keep track of questions your clients ask. More than likely if someone asks you a question on the phone, it’s a good indicator they may also search for the answer online. Make a list of frequently asked questions and write detailed blog posts to answer those questions. Doing this on a weekly or biweekly basis will help broaden your website’s visibility for targeted traffic.<br />
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Long tail keywords may not have the search volume that your head keywords have. But the traffic is more targeted and more likely to convert.<br />
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Do you have a tip on how to use long tail keywords? We’d love to hear it in the comments section below.urn:uuid:747ACORD Forms Update (April 2015) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in April 2015.2015-05-13T14:29:44Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<br />
<strong>Forms with New Revision Dates</strong><br />
133 2015/05 replaces 2012/12 - Workers Compensation Insurance Plan Assigned Risk Section<br />
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301 2015/04 replaces 2013/10 - National Flood Insurance Program Flood Insurance Application<br />
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302 2015/04 replaces 2013/10 - National Flood Insurance Program General Change Endorsement, Part 1 (of 2)<br />
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303 2015/04 replaces 2013/10 - National Flood Insurance Program Flood Insurance Preferred Risk Policy Application<br />
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304 2015/04 replaces 2013/10 - National Flood Insurance Program Flood Insurance Cancellation / Nullification Request Form<br />
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307 2015/04 replaces 2011/04 - National Flood Insurance Program Floodproofing Certificate for Non-Residential Structures<br />
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308 2015/04 replaces 2011/04 - National Flood Insurance Program Residential Basement Floodproofing Certificate<br />
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50 TX 2015/05 replaces 2014/06 - Texas Liability Insurance Card<br />
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64 DE 2015/05 replaces 2010/05 - Insurance Placement Facility Of Delaware<br />
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64 PA 2015/05 replaces 2011/08 - Insurance Placement Facility of Pennsylvania<br />
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64 WV 2015/05 replaces 2010/05 - West Virginia Essential Property Insurance Association<br />
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65 PA/DE/WV 2015/05 replaces 2006/08 - Fair Plan Supplementary Questionnaire<br />
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66 PA 2015/05 replaces 2011/08 - Insurance Placement Facility of Pennsylvania Dwelling Property 2 Broad Form Application Supplement<br />
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130 FL 2015/02 replaces 2002/07 - Florida Workers Compensation Application<br />
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137 AR 2015/12 replaces 2014/12 - Arkansas Commercial Auto (for use on or after 12/1/2015)<br />
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137 DE 2015/12 replaces 2013/12 - Delaware Commercial Auto (for use on or after 12/1/2015)<br />
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137 IL 2015/12 replaces 2014/12 - Illinois Commercial Auto (for use on or after 12/1/2015)<br />
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137 MO 2015/12 replaces 2014/12 - Missouri Commercial Auto (for use on or after 12/1/2015)<br />
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137 NC 2015/12 replaces 2014/12 - North Carolina Commercial Auto (for use on or after 12/1/2015)<br />
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137 NV 2015/12 replaces 2013/10 - Nevada Commercial Auto (for use on or after 12/1/2015)<br />
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137 NY 2015/12 replaces 2014/12 - New York Commercial Auto (for use on or after 12/1/2015)<br />
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137 OH 2015/12 replaces 2014/12 - Ohio Commercial Auto (for use on or after 12/1/2015)<br />
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137 OR 2015/12 replaces 2014/12 - Oregon Commercial Auto (for use on or after 12/1/2015)<br />
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137 PA 2015/12 replaces 2014/12 - Pennsylvania Commercial Auto (for use on or after 12/1/2015)<br />
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137 RI 2015/12 replaces 2014/12 - Rhode Island Commercial Auto (for use on or after 12/1/2015)<br />
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137 SC 2015/12 replaces 2014/12 - South Carolina Commercial Auto (for use on or after 12/1/2015)<br />
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137 SD 2015/12 replaces 2014/12 - South Dakota Commercial Auto (for use on or after 12/1/2015)<br />
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137 TN 2015/12 replaces 2014/12 - Tennessee Commercial Auto (for use on or after 12/1/2015)<br />
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137 TX 2015/12 replaces 2014/12 - Texas Commercial Auto (for use on or after 12/1/2015)<br />
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137 UT 2015/12 replaces 2014/12 - Utah Commercial Auto (for use on or after 12/1/2015)<br />
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137 VA 2015/12 replaces 2014/12 - Virginia Commercial Auto (for use on or after 12/1/2015)<br />
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137 VT 2015/12 replaces 2014/12 - Vermont Commercial Auto (for use on or after 12/1/2015)<br />
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137 WI 2015/12 replaces 2014/12 - Wisconsin Commercial Auto (for use on or after 12/1/2015)<br />
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138 AR 2015/12 replaces 2014/12 - Arkansas Garage And Dealers (for use on or after 12/1/2015)<br />
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138 DE 2015/12 replaces 2013/12 - Delaware Garage and Dealers (for use on or after 12/1/2015)<br />
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138 IL 2015/12 replaces 2014/12 - Illinois Garage and Dealers (for use on or after 12/1/2015)<br />
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138 MO 2015/12 replaces 2014/12 - Missouri Garage and Dealers (for use on or after 12/1/2015)<br />
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138 NC 2015/12 replaces 2014/12 - North Carolina Garage and Dealers (for use on or after 12/1/2015)<br />
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138 NV 2015/12 replaces 2013/10 - Nevada Garage and Dealers (for use on or after 12/1/2015)<br />
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138 NY 2015/12 replaces 2014/12 - New York Garage and Dealers (for use on or after 12/1/2015)<br />
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138 OH 2015/12 replaces 2014/12 - Ohio Garage and Dealers (for use on or after 12/1/2015)<br />
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138 OR 2015/12 replaces 2014/12 - Oregon Garage and Dealers (for use on or after 12/1/2015)<br />
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138 PA 2015/12 replaces 2014/12 - Pennsylvania Garage and Dealers (for use on or after 12/1/2015)<br />
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138 RI 2015/12 replaces 2014/12 - Rhode Island Garage and Dealers (for use on or after 12/1/2015)<br />
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138 SC 2015/12 replaces 2014/12 - South Carolina Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 SD 2015/12 replaces 2014/12 - South Dakota Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 TN 2015/12 replaces 2014/12 - Tennessee Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 TX 2015/12 replaces 2014/12 - Texas Garage and Dealers (for use on or after 12/1/2015)<br />
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138 UT 2015/12 replaces 2014/12 - Utah Garage and Dealers (for use on or after 12/1/2015)<br />
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138 VA 2015/12 replaces 2014/12 - Virginia Garage and Dealers (for use on or after 12/1/2015)<br />
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138 VT 2015/12 replaces 2014/12 - Vermont Garage and Dealers (for use on or after 12/1/2015)<br />
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138 WI 2015/12 replaces 2014/12 - Wisconsin Garage and Dealers (for use on or after 12/1/2015)<br />
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<strong>Withdrawn Forms</strong><br />
61 OK 1/94 - Oklahoma Auto Supplement Election of Non-Stacked Coverage<br />
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<strong>Corrections or Modifications to Existing Forms</strong><br />
125 2014/12 - Commercial Insurance Application<br />
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125 FL 2015/02 - Florida Commercial Insurance Application, Applicant Information Section<br />
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140 2014/12 - Property Sectionurn:uuid:7463 Benefits to Hiring Outside Digital Agency Marketing Help - Agency Marketing BlogDigital agency marketing is something you don't have to tackle on your own. Here are 3 benefits to hiring outside help.2015-05-11T08:56:38Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/160945425.jpg" style="width: 250px; height: 167px; float: right; margin: 5px;" />Dealing with the high demands of being an independent insurance agent can be a lot to handle. You’re processing quotes, handling phones calls, servicing policies and running your agency. You also need to market your insurance agency. It’s a lot to think about. <br />
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<a href="http://www.getitc.com/solutions/agency_marketing/">Online insurance agency marketing</a> is no longer a nice to have. It’s a necessity. You need to have a process for managing your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>, blog and social media. These things are important parts of your marketing efforts.<br />
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Hiring digital marketing help can be valuable for your agency. Here are the top three benefits to outsourcing your digital agency marketing to the experts.<br />
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<strong>You Get to Focus on Running Your Agency</strong><br />
As I <g class="gr_ gr_63 gr-alert gr_gramm Grammar multiReplace" id="63" data-gr-id="63">mentioned at</g> the beginning, you have a lot going on running your insurance agency and servicing your current clients. But, for your agency to grow, you have to bring in new business. Digital agency marketing can help attract prospective clients to your agency. But, it takes a lot of time to do marketing right so you do see the results you want. If adding digital marketing to your to do list is too much for you, you can outsource that part of your agency. Then, you can focus less on how to get more business and more on how to keep business.<br />
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<strong>You Get Expert Help and Resources</strong><br />
A major benefit to hiring a digital marketing agency is the enormous amount of experience and resources they have. SEO is a complicated process if you don’t understand it. Plus, the search engines are continually updating their algorithms, which can affect your SEO. It takes <g class="gr_ gr_61 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep" id="61" data-gr-id="61">time</g> to stay on top of the changes as well as handle the various SEO tasks. Writing meaningful blog posts on a regular basis can be daunting. Social media can be harder than it looks. Your clients come to you for your expertise. Using digital marketing experts will give you access to resources, knowledge and a strong digital agency marketing strategy. <br />
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<strong>You Stay Ahead of the Game</strong><br />
Online consumer behavior can change. Digital marketing must also change to remain effective. This means finding the digital marketing campaigns that work for your agency can take some trial and error. You don’t have to learn how to implement the newest marketing strategies. When you outsource to the experts who do it every day, you can save valuable time and money in the long run. <br />
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Having a digital marketing strategy is a must in today’s marketplace. When you hire outside digital agency marketing help, you get access to experts who do digital marketing every day. This can help get your agency noticed, generate leads and grow your agency. <br />
<br />
<em>ITC can help with your digital agency marketing strategy. <a href="http://www.getitc.com/solutions/agency_marketing/consultation/">Request a free agency consultation</a> to learn more about our insurance agency marketing services.</em>urn:uuid:745We Redesigned Our Website. Here’s Why. - Agency Marketing BlogWhen was the last time you updated your insurance website design? We just did. Here are four reasons why we redesigned our website and why you might need to.2015-05-08T08:45:22Z2024-03-19T05:52:04Z<img style="width: 250px; height: 229px; float: right; margin: 5px;" longdesc="Why a website resign is good" alt="New Getitc.com home page" src="/images/blog/Screenshots/home_page_new.jpg" />Welcome to the new GetITC.com! We recently launched a new design on this website. We didn’t do it because there was anything wrong with our previous website. It was a good website. It looked good. People loved it. It had a lot of information for agents looking for insurance agency marketing, rating and management help. It was a resource for our customers. But in the last three years, things have changed.<br />
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Here are the top four reasons why we redesigned our website.<br />
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<ol>
<li><span style="line-height: 1.5em;"><strong>Evolving Brand</strong> </span><span style="line-height: 1.5em;"><br />
When we introduced our new logos in 2012, we launched a new website complete with a </span>new<span style="line-height: 1.5em;"> domain at the same time. What has happened in the three years since then is not so much a drastic change as it is an evolution. We’ve evolved our design style, including our logos, over the past few years. It has been mostly small changes like switching to a <a href="http://www.getitc.com/blog/marketing/2015/04/27/how-to-use-flat-design-to-modernize-your-insurance-website">flat design</a> and focusing on powerful images and icons. Why? The short answer is change is good. This is what successful brands do. They evolve over time to stay relevant and fresh. Are you evolving?</span></li>
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<li><span style="line-height: 1.5em;"><strong>Feedback</strong> </span><span style="line-height: 1.5em;"><br />
Almost immediately after launching <a href="http://www.getitc.com/">www.GetITC.com</a> in 2012, we started to receive feedback. We heard not only from our customers but from other departments within ITC. We also looked at our Google Analytics. We learned about what was working and what wasn’t. What was easy to find and what was difficult. One specific piece of feedback we got was that we weren’t clearly communicating how our products automate the client lifecycle. When we started the redesign process, all this feedback helped guide us. Bottom line… If you create your website for yourself, it won’t be nearly as successful as it could be. Don’t focus on what you like. <a href="http://www.getitc.com/blog/marketing/2015/03/04/4-questions-to-ask-when-designing-your-insurance-website">Focus on what your audience wants and needs.</a></span></li>
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<li><span style="line-height: 1.5em;"><strong>Design Trends </strong></span><span style="line-height: 1.5em;"><br />
Do you remember what websites looked like in the 90s? Drop shadows, marquees, scrolling text, and page counters reigned supreme in website design. These days design trends include flat design, large images and lots of negative space. It used to be unthinkable to have a website that required its visitors to scroll. Nowadays, users have shown they aren’t afraid to scroll so you see websites with infinite or long scrolls. Our brand evolved partly in response to our continuous desire to improve but also partly in response to these design trends. To stay relevant and have a website that is fresh and doesn’t look outdated, you have to change with the <a href="http://www.getitc.com/blog/marketing/2015/01/28/5-design-trends-to-make-your-insurance-agency-website-better">design trends</a>.</span></li>
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<li><span style="line-height: 1.5em;"><strong>Website Trends</strong> </span><span style="line-height: 1.5em;"><br />
In addition to design, website technology has changed. The biggest recent development is mobile. Google changed its algorithm last month to </span><a href="http://www.getitc.com/blog/marketing/2015/05/01/4-ways-to-improve-your-mobile-insurance-website-design">uprank<span style="line-height: 1.5em;"> websites that are mobile friendly</span></a><span style="line-height: 1.5em;">. Plus, Google announced earlier this week that for the first time ever the number of Google searches done on mobile devices has surpassed the number of Google searches done on PCs. Our website has been mobile friendly for years. As part of our redesign, we improved the look and feel of our website's responsiveness. This means our website will adapt to whatever device is viewing it for an optimal user experience and still look as awesome as it does on a desktop computer. Mobile is extremely important. If your insurance agency website isn’t mobile friendly, you need to be working on it ASAP.</span></li>
</ol>
Here’s the lesson of this post. If you don’t periodically update your <a href="http://www.getitc.com/!/insurance-website-designs">insurance website design</a>, you will begin to look outdated. When your website looks like it is stuck in the past, people will start to assume you either don’t care or are no longer in business. When was the last time you updated your insurance agency website?<br />
<br />
I hope you find the new, redesigned GetITC.com to be better than what it was before. Take a look around, and let us know what you think in the comments below. We’ll be sure to use your feedback when we redesign it again in a few years.urn:uuid:744Operation Agency Success: Find Your Agency's Niche - ITC VideosHow finding a niche for your agency can help you stand out with your agency marketing in the widely competitive insurance landscape.2015-05-05T14:04:22Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/126951525?portrait=0&color=ff9933&camp;autoplay=1" style="margin-top: 8px;"></iframe>
<br />
<br />
Today's insurance landscape is becoming more competitive. There are more
voices competing for consumers. You can stand out by finding a niche.
Laird talks about how a niche can turn your agency into an expert and
help you succeed.<br />
<br />
<h2 class="subtitle">Related Articles</h2>
<a href="http://www.getitc.com/blog/marketing/2010/07/31/8-tips-to-optimize-your-website-for-google">8 Tips to Optimize Your Website for Google</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/04/05/what-to-blog-about">What to Blog About?</a><br />
<a href="http://www.getitc.com/blog/marketing/2013/02/05/what-is-keyword-research">What is Keyword Research?</a>urn:uuid:743Easy Tweaks to Freshen Up Your Website - Agency Marketing BlogReviving your agency website doesn't have to be a difficult process, especially when you implement these small changes.2015-05-04T09:49:50Z2024-03-19T05:52:04Z<img style="width: 250px; height: 188px; float: right; margin: 5px;" longdesc="Freshen up your insurance agency website" alt="laptop with service illustration" src="/images/blog/thinkstockphotos-464453796.jpg" />Spring is here. So, it’s a good time to do a little spring cleaning and freshen up your insurance agency website. With a little elbow grease and a few small changes here and there, you can get your website is in tip-top shape so it doesn’t become stale. <br />
<br />
The good news: freshening up your insurance website doesn’t have to be a lengthy process. Here a few tips to help you get started. <br />
<br />
<span style="font-weight: 700;">Call Visitors to Action</span><br />
Don’t be afraid to play with your calls to action by adjusting the size, color or position. If you’re feeling adventurous you can even change the actual text itself to help refresh your website. Your calls to action can benefit from A/B testing or good old fashioned researching. Here are a couple blog posts with more tips for improving your calls to action:<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/04/23/how-to-create-an-effective-call-to-action-on-your-website">How to Create an Effective Call to Action on Your Website</a><br />
<a href="http://www.getitc.com/blog/marketing/2014/07/02/not-getting-many-quote-requests-from-your-insurance-website">Not Getting Many Quote Requests from Your Insurance Website?</a><br />
<br />
<span style="font-weight: 700;">Pick a Cleaner Font</span><br />
Updating your insurance agency website’s font to a modern option can make a huge difference. With so many <a target="blank" href="http://www.google.com/fonts">free web-safe options available,</a> there’s no excuse to let outdated fonts linger. A cleaner, more modern choice can make your website more inviting and easier to read.<br />
<br />
<span style="font-weight: 700;">Show Some New Faces</span><br />
If you have photography on your insurance website—stock, editorial or personal—don’t be afraid to switch them up periodically. Photos play a huge role in insurance website design. Take advantage of your photo assets by updating those <g data-gr-id="54" id="54" class="gr_ gr_54 gr-alert gr_spell ContextualSpelling multiReplace">full size</g> backgrounds or slideshows with new photography. <br />
<br />
<span style="font-weight: 700;">Check Your Navigation</span><br />
Make sure your insurance agency website can be easily and efficiently navigated. If you’ve noticed a change in your visitors’ interests, <a href="http://www.getitc.com/blog/marketing/2014/07/21/navigating-your-insurance-website-organization-better-usability">follow our tips to make your website user-friendly</a>. Remember, navigation menus can affect your website’s traffic and conversions. So, check to make sure they are working correctly every so often.<br />
<br />
<span style="font-weight: 700;">Give Your Clients a Voice</span><br />
Seeing satisfied clients is a huge advantage for consumers and can help your agency. If you have new testimonials or have won a prestigious award, add them to your insurance website. This adds a source of credibility to your agency and makes it more personable and trustworthy. <br />
<br />
The message is simple: small changes can make a big impact when it comes to freshening up your insurance agency website.<br />
<br />
Did we leave something off the list that has revived your website? Tell us in the comments below.urn:uuid:7424 Ways to Improve Your Mobile Insurance Website Design - Agency Marketing BlogGoogle has changed its mobile search algorithm. Here are four ways you can change your insurance website design so it ranks in mobile search results.2015-05-01T08:46:50Z2024-03-19T05:52:04Z<img style="width: 250px; height: 250px; float: right; margin: 5px;" longdesc="4 Ways to Improve Your Mobile Insurance Website Design" alt="illustration of hand seraching online using a cell phone" src="/images/blog/Thinkstock/ThinkstockPhotos-469008301.jpg" />Searches from mobile devices have increased over recent years. Google wants to make it easier for users to find what they want faster. So, they recently updated how they crawl and rank mobile websites. Those with mobile-friendly websites are now ranking higher in Google’s mobile search results.<br />
<br />
If you have a mobile website, here are four changes you can make to improve your mobile <a href="http://www.getitc.com/!/insurance-website-designs">insurance website design</a>.<br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><strong>Optimize Your Images</strong></span><span style="line-height: 1.5em;"><br />
One of the <g data-gr-id="60" id="60" class="gr_ gr_60 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep">factors</g> Google takes into consideration for ranking is load time. The longer it takes a page to load on a device, the greater chance the visitor will get frustrated and go on to the next search result.</span><span style="line-height: 1.5em;"><br />
<br />
By optimizing your insurance website’s graphics and images, you decrease the size of the files on your site. The smaller the file size, the faster it will load. But don’t shrink the file size so much that you lose quality. Image size is a fine line to balance with quality, but it is imperative.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Adjust Your Page Sizes </strong></span><span style="line-height: 1.5em;"><br />
Scrolling horizontally on a smartphone is a tedious task. Many visitors will not spend time on your insurance agency website if it requires extra effort.</span><span style="line-height: 1.5em;"><br />
<br />
On your mobile insurance website, shrink the width of your pages so they fit comfortably on smaller screens. Your website can still be long with vertical scrolling. Avoid requiring visitors to scroll horizontally to see all the pieces of your website as you will lose them.</span></li>
<br />
<li><strong><span style="line-height: 1.5em;">Responsive Elements </span><g data-gr-id="55" id="55" class="gr_ gr_55 gr-alert gr_spell ContextualSpelling ins-del">Are a</g><span style="line-height: 1.5em;"> Must </span></strong><span style="line-height: 1.5em;"><br />
Mobile devices come in all shapes and sizes. </span><g data-gr-id="57" id="57" class="gr_ gr_57 gr-alert gr_gramm Grammar multiReplace"><g data-gr-id="57" id="57" class="gr_ gr_57 gr-alert gr_gramm Grammar multiReplace">Responsive</g></g><span style="line-height: 1.5em;"> design takes this into consideration. It will adjust the size and layout of your insurance agency website to fit the screen. </span><span style="line-height: 1.5em;"><br />
<br />
Responsive design is flexible and keeps the quality of your website consistent while it adapts for a smaller screen. Think about how you can rearrange your buttons, photos and your logo as the size of the screen shrinks.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Reduce the Number of Required Clicks</strong> </span><span style="line-height: 1.5em;"><br />
Usability is the main thing Google looks for in mobile websites. Mobile users want an easy process from start to finish. Make it easy and quick to find information on the mobile home page.</span><span style="line-height: 1.5em;"><br />
<br />
Avoid complex processes that require click after click to get to where the visitor wants to go. This not only frustrates your visitors but is now a factor in your page ranking. </span></li>
</ol>
<br />
If you want more online visibility, try streamlining how your mobile insurance website works. You will have a better chance of your website ranking with Google.<br />
<br />
Good news if you have an <a href="http://www.insurancewebsitebuilder.com/">Insurance Website Builder</a> plan. You already have a mobile insurance agency website. It is part of your website plan.<br />
<br />
Have a question about mobile websites? Leave a comment below, and we’ll answer it. urn:uuid:741An Introduction to TurboRater’s API & SDK - Agency Rating BlogITC believes in an open environment where you can pick the technology that works best for you. Learn more about ITC’s comparative rating system’s API.2015-04-29T08:30:00Z2024-03-19T05:52:04Z<img style="width: 250px; height: 265px; float: right; margin: 5px;" alt="Gears illustration" src="http://www.getitc.com/images/blog/Thinkstock/ThinkstockPhotos-186519389.jpg" />Integration, collaboration, and accessibility are paramount in today’s connected world. ITC wants to enable an open and growing insurance rating market. So we created APIs for third parties to access the rating and storage functions of comparative rating system TurboRater directly. These groups include agencies, carriers, lead providers, and aggregators.<br />
<br />
<strong>Service Oriented Architecture<br />
</strong><br />
Service oriented architecture (SOA) is a methodology of providing services and functions via multiple APIs. Organizations use these services independent of any vendor, product or technology. This creates an openness that drives interoperability. ITC took into account the principals of SOA during the development of TurboRater. Since 2010, ITC’s comparative rater has had a complete API that allows access to features and functionality from any Internet-based system. This includes the <g data-gr-id="56" id="56" class="gr_ gr_56 gr-alert gr_spell ContextualSpelling">agent-facing</g> TurboRater platform itself. The API methods consumed and offered by TurboRater include rating and quote storage.<br />
<br />
<strong>Rating API<br />
</strong><br />
TurboRater’s Rating API allows users to request and receive rates from many of ITC’s <a href="http://www.turborater.com/products/rating/availability/">available carriers</a> via a single request. Also, the API provides extended functionality for third parties to receive different pay plans; request rates for a single agency or for multiple agency/carrier relationships; receive responses batched or threaded; and send and receive data in either JSON or XML formats.<br />
<br />
<strong>Quote Storage API<br />
</strong><br />
In addition to rating, TurboRater allows agents to store and access previous quotes. This functionality is also exposed to external partners and customers via TurboRater’s Quote Storage API. With the <g data-gr-id="66" id="66" class="gr_ gr_66 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep">API</g> you have the ability to create, read, update, and delete quotes from the TurboRater online quote storage system. Using these <g data-gr-id="65" id="65" class="gr_ gr_65 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep">methods</g> you are able to access and manage all of the quote data stored throughout the rating process. For records that have been previously been rated you are able to access the carriers and rates for all previous rate iterations. You can configure an external URL to receive push notifications of updated or changed records for maintaining synchronization.<br />
<br />
<strong>Software Development Kit<br />
</strong><br />
The rating process includes hundreds of fields. Not all of them are always required for rating, but sometimes they are. We have created a software development kit (SDK) to help you set up TurboRater’s APIs quickly and efficiently. The SDK allows a developer to use ITC’s policy objects when consuming the before mentioned rating and storage APIs. <g data-gr-id="59" id="59" class="gr_ gr_59 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep">Currently</g> the SDK is available for <g data-gr-id="58" id="58" class="gr_ gr_58 gr-alert gr_gramm Punctuation multiReplace">the .</g>NET framework. More languages, such as Java and Perl, are coming soon.<br />
<br />
<strong>Creating an Open Environment<br />
</strong><br />
We believe agencies, carriers and partners should be able to pick the technology and workflows that work best for their organizations. This is why TurboRater integrates with <a href="http://www.turborater.com/products/rating/features/integration">more than 25 agency management systems</a> and many other <a href="http://www.turborater.com/about/partners">vendors and partners</a>. We have furthered this commitment with the TurboRater API and SDK. Using the TurboRater API and SDK, you can access rating services and customer data via any system you develop or buy.<br />
<br />
If you want to learn more about the TurboRater API and SDK or the <a href="http://www.getitc.com/products/leadmanagement">AgencyBuzz</a> API, contact us <a href="http://www.getitc.com/contact/">online </a>or at (800) 383-3482. urn:uuid:740How to Use Flat Design to Modernize Your Insurance Website - Agency Marketing BlogMinimalism is popular in website design today. Learn how you can modernize your insurance agency website with flat design. 2015-04-27T09:45:07Z2024-03-19T05:52:04Z<a href="http://www.getitc.com/blog/marketing/2015/01/28/5-design-trends-to-make-your-insurance-agency-website-better#.VTgaf02BGUk"><img style="width: 250px; height: 250px; float: right; margin: 5px;" longdesc="How to Use Flat Design to Modernize Your Insurance Website " alt="Ultra website design #1" src="/images/blog/U01Opulent.jpg" />In my previous blog post</a>, I discussed some design trends that can make your insurance website better like flat design. Today, I want to explore flat design further and how it can revive the look and feel of your insurance agency website. <br />
<br />
You want to leave new website visitors with a positive first impression of your agency and encourage them to come back. Flat design can do that while also providing a good user experience. <br />
<br />
<strong>What is Flat Design?<br />
</strong><br />
Flat design is a minimalistic approach that places an emphasis on user experience. One of your prime concerns for your insurance agency website should be your visitors’ experience and how you can better it. Before embossed and bevel effects, 3D artificial textures, drop shadows, and reflective shimmers were all the rage in web design. <br />
<br />
When you think about it, this type of design isn’t functional and can be distracting. With flat design, clean spaces, defined edges and bright colors differentiate the parts of your insurance website. One might argue that a simple design is boring. But when used correctly, flat design can grab and keep the attention of your visitors.<br />
<br />
<strong>How to Use Flat Design<br />
</strong><br />
To create effective flat design, focus all elements on the idea of simplicity. Here’s how.<br />
<span style="line-height: 1.5em;"><br />
</span><span style="line-height: 1.5em;"></span><strong>•<span style="white-space: pre;" class="Apple-tab-span"> </span>Buttons </strong>– Do away with the glossy and beveled buttons. Instead, focus on solid button designs. With flat design, there shouldn’t be any drop shadows or vector images. Your buttons should be clean and simple.<br />
<br />
<strong>•<span style="white-space: pre;" class="Apple-tab-span"> </span>Fonts</strong> - Due to san serif typefaces being simple and easy to read when placed on top of most backgrounds, they are popular in flat design. As an independent insurance agent, you may want a more formal look with subtle embellishments. This is where the use of a serif typeface comes into play. You can use the two typefaces harmoniously, so long as they fit the overall insurance website design. <br />
<br />
<strong>•<span style="white-space: pre;" class="Apple-tab-span"> </span>Colors</strong> - A variety of colors work with flat design, but the most common combinations involve bold and bright colors. The reason why is because bold and bright colors typically work well against light and dark backgrounds. When creating a flat design website, think about heavy contrast. This way your insurance website will stand out while providing a unique and engaging experience.<br />
<strong><br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Imagery </strong>- Using panoramic background photos are a nice and simple way to inject a little fun in a flat design website. Plus, when you overlay elements on top like text or buttons, its gives your website a strong visual centerpiece. <br />
<br />
<strong>•<span style="white-space: pre;" class="Apple-tab-span"> </span>Hierarchy</strong> - While this isn’t anything new, it is even more prevalent in flat design. Juxtaposing large elements next to smaller ones with a lot of padding can help you avoid a cluttered and busy look. When a consumer first arrives on your insurance website, you want to direct them to specific locations on your site. To do this, you’ll need calls to action displayed in strategic places. The key is it to keep the design of your calls to action simple yet bold.<br />
<br />
<strong>•<span style="white-space: pre;" class="Apple-tab-span"> </span>HTML5 and CSS3</strong> - Flat design websites seem simple, but their foundations use the latest advancements in HTML and CSS. This allows your insurance website to have transitions and other page effects, which improve the user experience. Your website loads much quicker as a result, which makes it more mobile friendly.<br />
<br />
When exploring flat design, make sure every design element is minimalistic and user-centric. This ensures your insurance agency website stays functional but also looks unified. <br />
<br />
Have you thought about incorporating flat design into your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>? What elements are you interested in changing? Let us know in the comments section below. urn:uuid:739Kick Writer’s Block with These 10 Blogging Ideas for May - Agency Marketing BlogStuck on what to write for your agency blog in May? No need to cry for help! Use one of our 10 topics to get started.2015-04-22T09:50:43Z2024-03-19T05:52:04Z<img src="/images/blog/thinkstock/thinkstockphotos-494382675.jpg" alt="Excited woman outside on laptop" longdesc="Kick Writer’s Block with These 10 Blogging Ideas for May" style="width: 250px; height: 375px; float: right; margin: 5px;" />When your blog deadline is approaching, coming up with <a href="http://www.getitc.com/solutions/agency_marketing/content_services/">agency marketing content</a> may seem like an emergency situation. But there’s no need to call “mayday!” for help. Instead, get a kick start with these 10 content ideas for your agency blog and email newsletters in May.<br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><strong>Star Wars Day (May 4)</strong>: With the recent release of the new Star Wars teaser trailer, this is the perfect opportunity to connect with your movie buff clients. Use a playful tone to help commemorate the day dedicated to the famous movie franchise.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Summer Health Tips</strong>: As the weather heats up, it’s important to remember health concerns like dehydration, </span><g class="gr_ gr_46 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="46" data-gr-id="46">heatstroke</g><span style="line-height: 1.5em;"> and sunburns. Share some summer health tips with your clients to help keep them safe this season.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Cinco de Mayo (May 5)</strong>: While this is actually a day of remembrance for a historic battle, many celebrate the day with </span><g class="gr_ gr_45 gr-alert gr_spell ContextualSpelling ins-del multiReplace" id="45" data-gr-id="45">Tex Mex</g><span style="line-height: 1.5em;"> food and margaritas. Do you have a fresh salsa or delicious guacamole recipe? Share your favorites with your clients.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Recipes with Summer Produce</strong>: Are you looking forward to fresh watermelons, </span><g class="gr_ gr_48 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="48" data-gr-id="48">mangos</g><span style="line-height: 1.5em;"> and other summer favorites? Share some of your favorite recipes that include summer produce with your clients so they too can enjoy a taste of summer.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Mother’s Day (May 10)</strong>: One can never be grateful enough for their mother’s love and support. Show your appreciation to the wonderful mothers out there by wishing them a Happy Mother’s Day in your email newsletter or on your social media pages. </span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Protecting Your Home While Away</strong>: As we head into the busy travel season, families need to secure their homes while away. Provide them with some tips to prevent burglary so they can travel with peace of mind.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Travel Insurance</strong>: Summer is a popular time for family vacations. Now is the time to remind your clients about the benefits of travel insurance. Make sure they know how to contact your agency if they’re interested in a policy.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Memorial Day (May 25)</strong>: This is the day when we honor and remember the brave soldiers who fought for our freedom. Pay your respects to their families and surviving veterans by writing your thoughts on your blog or social media pages.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Pool Safety Tips</strong>: Accidental drownings in backyard pools are easier to prevent if everyone is aware of general safety rules. Write out a list of pool safety tips to share with your clients, including how liability coverage can help prevent a financial disaster.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Summer Pet Safety</strong>: Just like humans, pets are also susceptible to dehydration and overheating during the summer. Inform your clients about how to care for their pets’ needs while it’s hot outside.</span></li>
</ol>
Have these topics revved up your creative juices? Time to get to writing! <br />
<br />
<em>If you have more topic ideas, we’d love to hear them in the comments section below.</em>urn:uuid:7383 Reasons Why Your Insurance Agency Needs an Email Newsletter - Agency Marketing BlogNewsletters are an important part of an agency marketing plan. Here are three reasons why your agency needs to be sending newsletters.2015-04-20T09:41:24Z2024-03-19T05:52:04Z<img src="/images/blog/newsletter.jpg" alt="email newsletter" longdesc="email newsletter" style="width: 200px; height: 353px; float: right; margin: 2px;" />If you already send out holiday and birthday emails, you know the ropes of good communication. You can take communication even further with email newsletters. Newsletters round out your <a href="http://www.getitc.com/products/leadmanagement">agency marketing</a> by delivering content directly to your clients.<br />
<br />
Not sure if newsletters are the right step for your agency? After reading the three reasons why they work, you will be ready to start.<br />
<br />
<ol>
<li><span style="line-height: 1.5em;"><strong>Packages Your Online Presence</strong></span><span style="line-height: 1.5em;"><br />
There are many distractions on the Internet. You want to make it as easy as possible for your audience to find you online. Your newsletter will provide content while promoting your social media pages and <a href="http://www.getitc.com/!/insurance-website">insurance website</a>. </span><span style="line-height: 1.5em;"><br />
<br />
For example, you can dedicate a section in your newsletter to the most recent articles on your blog. Another section can highlight your current Facebook contest. You can also include a video from your YouTube account, photos you’ve shared, etc. With </span><g class="gr_ gr_48 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="48" data-gr-id="48">newsletters</g><span style="line-height: 1.5em;"> you get to communicate and share what your agency is doing online in small, digestible bites.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Drives Traffic to Your Insurance Agency</strong> <strong>Website</strong></span><span style="line-height: 1.5em;"><br />
When writing content it’s best to keep it short and sweet. The same goes for your newsletter, especially the sections that link back to your website. Include just enough of a tease to get your point across and encourage your readers to click to read more. This will make the content compelling. After all, your insurance website is where people can get quotes and communicate with you directly. Getting them to your website will help with your traffic goals and possibly with converting prospects.</span></li>
<br />
<li><span style="line-height: 1.5em;"><strong>Keeps Your Brand In Front of Clients and Prospects</strong> </span><span style="line-height: 1.5em;"><br />
Insurance is something consumers hope they don’t have to use. Other than contacting you to pay for their policy, your clients may not think of your agency often. With </span><g class="gr_ gr_47 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="47" data-gr-id="47">newsletters</g><span style="line-height: 1.5em;"> you continue to keep your agency fresh in their minds. Scheduling monthly or quarterly newsletters helps you build relationships. Communicating with your clients provides a human aspect to your agency and may even get you referrals. </span></li>
</ol>
An email newsletter is an important part of agency marketing in the modern world. It expands your online reach, drives insurance website traffic and keeps your brand in front of your clients. Plus, it’s inexpensive.<br />
<br />
Got a question or comments about why your agency should be using email newsletters? Leave a comment below.urn:uuid:7374 Useful Tools in Google Webmaster Tools - Agency Marketing BlogGoogle Webmaster Tools can track the health of your insurance agency website, like showing backlinks. Learn how to use it to improve your insurance website.2015-04-17T08:53:25Z2024-03-19T05:52:04Z<img style="width: 250px; height: 167px; float: right; margin: 5px;" longdesc="Google Webmaster tools for Insurance Agency" alt="www tools" src="/images/blog/ThinkstockPhotos-179129835.jpg" />Have you ever wondered if Google's crawlers have visited your insurance website? Do you know which websites are linking to yours? Google has a tool that can answer these questions. <br />
<br />
Google Webmaster Tools helps you track the health of your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>. Today I’ll break down how to set up four specific tools in Google Webmaster Tools to help you answer the above questions and more. I've also listed the navigation trail for each section so you can easily find them in Google Webmaster Tools.<br />
<br />
<strong>1. Data Highlighter</strong><span style="line-height: normal;"><br />
</span><br />
Navigation trail: Google Webmaster Tools > Search Appearance > Data Highlighter<br />
<br />
The data <g data-gr-id="351" id="351" class="gr_ gr_351 gr-alert gr_spell ContextualSpelling">highlighter</g> feature allows you to tag certain elements on your insurance website. This can include your agency name, address, phone number, logo and homepage URL. Google can then present your agency data more attractively in search results. To tag this info, select <em>Start Highlighting</em>. A pop-up box will ask you to fill in your agency information and choose a category. For insurance agents who want a strong local presence, select the category <em>Local Businesses</em> from the drop down. Next, choose <em>Tag This Page And Others Like It</em>. After you hit <em>OK</em>, Google will pull up your website, and you can begin tagging.<br />
<br />
<img style="width: 580px; height: 346px;" alt="Data Highlighter" src="http://www.getitc.com/images/blog/data_highlighter1.jpg" /><br />
<br />
For example, I’ve highlighted the agency name, full address including state and zip code and the phone number. The local business category requires this information. You will also need to select the category of your website. Using the word <em>Insurance </em>will do. <br />
<br />
<img style="width: 580px; height: 423px;" alt="Data Highlighter" src="http://www.getitc.com/images/blog/data_highlighter2.jpg" /><br />
<br />
When selecting tags make sure they appear in the same place on every page so Google can fill in this data for the rest of your pages. <br />
<br />
The data highlighter is a great tool to use if you’re not well versed in writing HTML. Once you’re finished tagging, click <em>Done</em>. Google will gather your similar pages and allow you to go through each to make sure all the information is correct. Once you’re satisfied with the tags, publish the set to Google. A confirmation page will display notifying you that the page set has been published. Once Google recrawls your insurance website, your data will be available in the Google results pages.<br />
<br />
<strong>2. <g data-gr-id="347" id="347" class="gr_ gr_347 gr-alert gr_spell ContextualSpelling ins-del multiReplace">Sitelinks</g><br />
</strong><br />
Navigation trail: Google Webmaster Tools > Search Appearance > Sitelinks<br />
<br />
Sitelinks are extra links Google provides on each search engine results page. Google chooses the <g data-gr-id="783" id="783" class="gr_ gr_783 gr-alert gr_spell ContextualSpelling ins-del multiReplace">sitelinks</g> they think are relevant to its users. Sometimes Google will allow you to remove links you don’t feel are pertinent to your agency. <span style="line-height: normal;"><br />
</span><br />
<img alt="" src="http://www.getitc.com/images/blog/sitelinks1.jpg" /><span style="line-height: normal;"><br />
</span><br />
To remove <g data-gr-id="781" id="781" class="gr_ gr_781 gr-alert gr_spell ContextualSpelling ins-del multiReplace">sitelinks</g>, select <em>Search Appearance</em> in the navigation menu and enter in the <g data-gr-id="782" id="782" class="gr_ gr_782 gr-alert gr_spell ContextualSpelling ins-del multiReplace">sitelink</g> you want to demote. Once done, it can take some time for search results to reflect your changes. You can demote up to 100 URLs which are effective for 90 days from your most recent visit to the Sitelinks page in Google Webmaster Tools.<span style="line-height: normal;"><br />
</span><br />
<img style="width: 580px; height: 122px;" alt="sitelinks" src="http://www.getitc.com/images/blog/sitelinks2.jpg" /><br />
<br />
<strong>3. Search Queries</strong><br />
<br />
Navigation trail: Google Webmaster Tools > Search Traffic > Search Queries<br />
<br />
This page shows the keywords and URLs used to find your website. You can also see the pages on your insurance website that display most often in search results. By default, it shows the last 30 days of data but you can set the date range for the report.<span style="line-height: normal;"><br />
</span><br />
Let’s go through all the main elements on this page.<br />
<br />
<ol>
<li>Queries are the different keywords used to find your website within the past 30 days.</li>
<li>Impressions are the number of times your website appeared in the search engine results.</li>
<li>Clicks are the number of times someone actually clicked on to your website.</li>
<li>CTR (click-through rate) is the percentage of impressions that resulted in a click to your website.</li>
</ol>
<img style="width: 580px; height: 529px;" alt="search queries" src="http://www.getitc.com/images/blog/search_queries.jpg" /><br />
<br />
How do you use all this information to your advantage? Check the query list to see if the keywords you’re optimizing for are appearing on the list. If not, you should add more relevant content to your insurance agency website.<br />
<br />
<strong>4. Links To Your Site</strong><br />
<br />
Navigation trail: Google Webmaster Tools > Search Traffic > Links to Your Site<br />
<br />
This section allows you to see which domains link to your website the most and what keywords they use to link to your site. <br />
<br />
<img style="width: 580px; height: 398px;" alt="link to site" src="http://www.getitc.com/images/blog/links_to_your_site.jpg" /><br />
<br />
To see if you have bad backlinks, analyze your entire link profile. Investigate any links that have the word <em>directory </em>in the domain name. If a website has a lot of low-quality duplicate content, it’s considered a bad backlink. If you see websites coming from other countries, chances are those are bad backlinks too. <br />
<br />
To remove bad backlinks, contact the website’s webmaster asking them to remove your link. If they don’t, you can use <a href="https://www.google.com/webmasters/tools/disavow-links-main">Google’s Disavow Tool</a> (use with extreme caution). <br />
<br />
Links To Your Site also allows you to check your anchor text profile. Your anchor text should include different types of related keywords. Say your main keyword is <em>Dallas auto insurance</em>. Some variations could be <em>Dallas auto insurance quotes</em>, <em>auto insurance in Dallas Texas</em>, <em>Dallas auto insurance policies</em>. Failing to differ up your anchor text can look suspicious to the search engines.<span style="line-height: normal;"><br />
</span><br />
Google makes it easy to improve your insurance agency website. I recommend using these tools in Google Webmaster Tools to help keep your website working at its best.<span style="line-height: normal;"><br />
</span><br />
Be sure to check out our other articles on <a href="http://www.getitc.com/blog/tag/google webmaster tools/">Google Analytics and Webmaster Tools</a>. If you have any questions, let us know in the comments below. urn:uuid:736Masters of Marketing -- Data Upkeep and Management - Agency Marketing BlogThe slides and recording of the April 16, 2015 Masters of Marketing webinar.2015-04-16T14:11:59Z2024-03-19T05:52:04ZIn today’s Masters of Marketing webinar, I discussed why it is important to keep your agency data updated. If you missed it, you can review the slides below or review the recording <a href="https://attendee.gotowebinar.com/recording/5410802639282918145">here</a>.<br />
<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/key/Lg1CFe0tGn9AuX" width="425" height="355" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe> <br />
Join us for our next Masters of Marketing webinar on Thursday, May 21st at 12 p.m. CDT. If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.urn:uuid:762Multico releases MultiQuote platform for package quoting - Agency Rating BlogMultico Rating Systems Incorporated released its new MultiQuote cross-selling tool to all customers currently quoting auto and property insurance on the Multico2015-04-16T09:54:00Z2024-03-19T05:52:04Z<img src="/images/blog/multico/MultiQuote1.jpg" alt="MultiQuote" longdesc="MultiQuote" style="float: right; margin: 5px;" />
<p style="text-align: left;"><strong>SEATTLE, WA (April 16, 2015)</strong> — Today Multico Rating Systems Incorporated released its new MultiQuote cross-selling tool to all customers currently quoting auto and property insurance on the Multico-Online platform. This major enhancement provides insurance producers with the ability to view and compare single company packages, multi-carrier combinations, or all possible combinations to find the best fit for their clients. Agents will now be able to more easily put together comprehensive protection for autos, homes, condos and the personal property of renters.</p>
<p style="text-align: left;">“This new tool really rounds out the Multico-Online platform”, said Multico President Charles Anderson. “It brings together the best auto rater in the business with our fully featured Homeowners and Property rater, which includes an integrated industry-standard dwelling replacement cost estimator, Real Time rates for numerous carriers and bidirectional integration with all of the most popular management systems.”</p>
<p><strong>About Multico Rating Systems</strong></p>
<p>Multico Rating Systems, headquartered in Seattle, Washington, has been a pioneer in the insurance software industry since 1986. Multico specializes in point-of-sale systems for insurance carriers and premium comparison and consumer access quoting for independent agents. More information can be found at <a href="http://www.multico.com/" target="_blank"><span style="text-decoration: underline;">www.multico.com</span></a>.</p>urn:uuid:734ACORD Forms Update (March 2015) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in March 2015.2015-04-13T14:46:00Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<strong><br />
New Forms<br />
</strong><br />
502 2015/04 - Contract Bond Request Form<br />
<br />
62 ND 2015/04 - North Dakota Insurance Supplement<br />
<br />
<strong>
Forms with New Revision Dates<br />
</strong><br />
127 2015/12 replaces 2014/12 - Business Auto Section (for use on or after 12/1/2015)<br />
<br />
128 2015/12 replaces 2014/12 - Garage and Dealers Section (for use on or after 12/1/2015)<br />
<br />
132 2015/12 replaces 2014/12 - Truckers/Motor Carriers Section (for use on or after 12/1/2015)<br />
<br />
137 AK 2015/12 replaces 2014/12 - Alaska Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 AL 2015/12 replaces 2014/12 - Alabama Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 AZ 2015/12 replaces 2014/12 - Arizona Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 CA 2015/12 replaces 2014/12 - California Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 CO 2015/12 replaces 2014/12 - Colorado Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 CT 2015/12 replaces 2014/12 - Connecticut Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 GA 2015/12 replaces 2014/12 - Georgia Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 HI 2015/12 replaces 2014/12 - Hawaii Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 ID 2015/12 replaces 2014/12 - Idaho Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 IN 2015/12 replaces 2014/12 - Indiana Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 KS 2015/12 replaces 2014/12 - Kansas Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 LA 2015/12 replaces 2014/12 - Louisiana Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 MA 2015/12 replaces 2012/02 - Massachusetts Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 MD 2015/12 replaces 2014/12 - Maryland Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 ME 2015/12 replaces 2014/12 - Maine Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 MI 2015/12 replaces 2014/12 - Michigan Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 MS 2015/12 replaces 2014/12 - Mississippi Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 ND 2015/12 replaces 2014/12 - North Dakota Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 NE 2015/12 replaces 2014/12 - Nebraska Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 NH 2015/12 replaces 2014/12 - New Hampshire Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 NJ 2015/12 replaces 2014/12 - New Jersey Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 NM 2015/12 replaces 2014/12 - New Mexico Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 WA 2015/12 replaces 2014/12 - Washington Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 WV 2015/12 replaces 2014/12 - West Virginia Commercial Auto (for use on or after 12/1/2015)<br />
<br />
137 WY 2015/12 replaces 2014/12 - Wyoming Commercial Auto (for use on or after 12/1/2015)<br />
<br />
138 AK 2015/12 replaces 2014/12 - Alaska Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 AL 2015/12 replaces 2014/12 - Alabama Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 AZ 2015/12 replaces 2014/12 - Arizona Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 CA 2015/12 replaces 2014/12 - California Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 CO 2015/12 replaces 2014/12 - Colorado Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 CT 2015/12 replaces 2014/12 - Connecticut Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 GA 2015/12 replaces 2014/12 - Georgia Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 HI 2015/12 replaces 2014/12 - Hawaii Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 ID 2015/12 replaces 2014/12 - Idaho Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 IN 2015/12 replaces 2014/12 - Indiana Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 KS 2015/12 replaces 2014/12 - Kansas Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 LA 2015/12 replaces 2014/12 - Louisiana Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 MA 2015/12 replaces 2012/02 - Massachusetts Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 MD 2015/12 replaces 2014/12 - Maryland Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 ME 2015/12 replaces 2014/12 - Maine Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 MI 2015/12 replaces 2014/12 - Michigan Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 MS 2015/12 replaces 2014/12 - Mississippi Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 ND 2015/12 replaces 2014/12 - North Dakota Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 NE 2015/12 replaces 2014/12 - Nebraska Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 NH 2015/12 replaces 2014/12 - New Hampshire Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 NJ 2015/12 replaces 2014/12 - New Jersey Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 NM 2015/12 replaces 2014/12 - New Mexico Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 WA 2015/12 replaces 2014/12 - Washington Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 WV 2015/12 replaces 2014/12 - West Virginia Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
138 WY 2015/12 replaces 2014/12 - Wyoming Garage and Dealers (for use on or after 12/1/2015)<br />
<br />
855 TX 2015/02 replaces 2012/08 - Texas Risk Pool Certificate of Liability Coverage<br />
<br />
<strong>
Corrections or Modifications to Existing Forms<br />
</strong><br />
66 CA 2011/04 - California Offer of Earthquake Coverage<br />
<br />
67 MD 2011/01 - Maryland Personal Auto Supplement<br />
<br />
815 2009/02 - International Liability Exposure Supplement<br />
<br />
816 2005/06 - International Property Exposure Supplement<br />
<br />
128 2014/12 - Garage and Dealers Section<br />
<br />
171 AK 6/98 - Alaska Petition for Executive Officer Waiver<br />
<br />
807 2014/12 - Directors & Officers Liability Section<br />
<br />
807 AR 2014/12 - Arkansas Directors & Officers Liability Section<br />
<br />
807 MN 2014/12 - Minnesota Directors & Officers Liability Section<br />
<br />
807 MT 2014/12 - Montana Directors & Officers Liability Section<br />
<br />
827 2014/12 - Employment Practices Liability Insurance Section<br />
<br />
827 AR 2014/12 - Arkansas Employment Practices Liability Insurance Section<br />
<br />
827 MN 2014/12 - Minnesota Employment Practices Liability Insurance Section<br />
<br />
827 MT 2014/12 - Montana Employment Practices Liability Insurance Section<br />
<br />
828 2014/12 - Fiduciary Liability Coverage Section<br />
<br />
828 AR 2014/12 - Arkansas Fiduciary Liability Coverage Section<br />
<br />
828 MN 2014/12 - Minnesota Fiduciary Liability Coverage Section<br />
<br />
828 MT 2014/12 - Montana Fiduciary Liability Coverage Section<br />
<br />
832 2014/12 - Miscellaneous E&O Section<br />
<br />
832 AR 2014/12 - Arkansas Miscellaneous E&O Section<br />
<br />
832 MN 2014/12 - Minnesota Miscellaneous E&O Section<br />
<br />
832 MT 2014/12 - Montana Miscellaneous E&O Section<br />
<br />
833 2014/12 - Lawyers Professional Liability Section<br />
<br />
833 AR 2014/12 - Arkansas Lawyers Professional Liability Section<br />
<br />
833 MN 2014/12 - Minnesota Lawyers Professional Liability Section<br />
<br />
833 MT 2014/12 - Montana Lawyers Professional Liability Section<br />
<br />
834 2014/12 - Cyber and Privacy Coverage Section<br />
<br />
834 AR 2014/12 - Arkansas Cyber and Privacy Coverage Section<br />
<br />
834 MN 2014/12 - Minnesota Cyber and Privacy Coverage Section<br />
<br />
834 MT 2014/12 - Montana Cyber and Privacy Coverage Section<br />
<br />
838 2013/12 - Accountants Professional Liability Section<br />
<br />
838 AR 2013/12 - Arkansas Accountants Professional Liability Section<br />
<br />
838 MN 2013/12 - Minnesota Accountants Professional Liability Section<br />
<br />
838 MT 2013/12 - Montana Accountants Professional Liability Sectionurn:uuid:7333 Ways to Improve Your Insurance Agency Blog - Agency Marketing BlogBlogging has some great benefits for your insurance agency website, but it is hard work. Here is how you can improve your process and your blog.2015-04-10T09:17:24Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/158947676.jpg" alt="excited man" longdesc="Blogging has some great benefits for your insurance agency website" style="width: 250px; height: 177px; float: right; margin: 5px;" />If you blog regularly for your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>, you know how important blogging is. It is fresh content for your website, <a href="http://www.getitc.com/blog/marketing/2014/12/03/converting-more-insurance-website-visitors-into-leads#.VSRaf5PIBPk">helps your SEO efforts and increases your online visibility</a>. <br />
<br />
Blogging has awesome benefits. While blogging presents a world of advantages, the truth is that it’s hard work. Plus, it can take up a lot of time to write one blog post, especially if you’re uninspired. <br />
<br />
The good news is you can make the process better and improve your blog. Here are three ways to help you do that.<br />
<br />
<strong>#1: Make a List<br />
</strong><br />
For some people ideas come to them in their dreams. If you fall under that category, creating content may be a breeze for you. But, if you don’t brainstorming can be your best friend. <br />
<br />
Read an article and feel they missed a few points? Bookmark it. Recently received a large amount of calls about flood insurance? Add it to your list. Check your Google Analytics and social media analytics for past articles that received a lot of clicks. Then, write a part two post that elaborates on certain points. Inspiration can be found anywhere. The key is jotting the ideas down so you remember them.<br />
<br />
<strong>#2: Make It Shareable<br />
</strong><br />
If getting your content read is the first goal, getting your readers to share it is your second. When people share your content, your reach grows. Plus, you have a greater chance of new people finding your agency. <br />
<br />
Make your blog posts compelling enough that your readers will want to share them. Amazing content is what attracts the search engines. Amazing images and witty titles are what attract readers. We’re visual creatures. If you want us to share your blog posts on social media, you have to use images. <a href="http://www.getitc.com/blog/marketing/2014/11/05/tldr-the-shorter-the-better#.VSRa4ZPIBPk">Oh, and keep it short</a>.<br />
<br />
Play around with different types of images and titles to see which get the most attention. Getting likes is a good thing, but you want to compel people to hit the <em>Share </em>button as well. <br />
<br />
<strong>#3 Optimize, Optimize, Optimize<br />
</strong><br />
Wait! Before you publish your next blog post, remember to optimize your content first. Use those handy-dandy keywords in your blog when applicable. Don’t write a blog post about spring cleaning, then add a blurb about auto insurance. However, when the right circumstance calls for it, use those keywords and optimize the blog post.<br />
<br />
There you have it! Three easy ways to improve your agency blog. For those who blog, keep up the good work. If you don’t blog, it’s not too late to start.<br />
<br />
<em>Got a question about blogging? Leave it in the comments below.</em>urn:uuid:732The Easiest Way to Get Online Reviews - Agency Marketing BlogOnline reviews play a big role in your insurance agency’s local SEO strategy. Here are 11 websites that make getting reviews from your clients easy.2015-04-06T09:05:22Z2024-03-19T05:52:04Z<img src="/images/blog/Local.jpg" alt="local sign " longdesc="Getting your clients to leave reviews on your business listings is an important part of local SEO. " style="width: 250px; height: 188px; float: right; margin: 5px;" />Getting your clients to leave reviews on your business listings is an important part of local SEO. Online reviews work as personal recommendations for people searching for services online. Without online reviews, your agency’s online visibility is limited, which wastes key <a href="http://www.getitc.com/solutions/agency_marketing/">agency marketing</a> opportunities. <br />
<br />
Make the review process as easy as possible for your clients, and you’ll get more reviews. If the process is too difficult or involved, people will not leave a review at all. Many websites, like the list below, make it possible to leave reviews using Facebook. <br />
<br />
1.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.bbb.org/ "><span class="Apple-tab-span" style="white-space: pre;"></span>BBB</a> <br />
2.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.bizyhood.com/accounts/login/ ">BizyHood</a><br />
3.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.citysearch.com/members/login">Citysearch</a> <br />
4.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://ezlocal.com/contribute/login.aspx?a=login ">Ezlocal.com</a> <br />
5.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://foursquare.com/signup ">Foursquare</a> <br />
6.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.insiderpages.com/session/new">InsiderPages</a> <br />
7.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://www.superpages.com/ "><span class="Apple-tab-span" style="white-space: pre;"></span>SuperPages</a> <br />
8.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.yellowbot.com/signin/register ">Yellowbot</a> <br />
9.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://accounts.yellowpages.com/register">YellowPages</a> <br />
10.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="https://www.zillow.com/Index,$PageWrapper.$ui$TopNav2014.canonicalLinksService.registerLink.sdirect"><span class="Apple-tab-span" style="white-space: pre;"></span>Zillow</a> <br />
11.<span class="Apple-tab-span" style="white-space: pre;"> </span><a href="http://Facebook.com"><span class="Apple-tab-span" style="white-space: pre;"></span>Facebook</a> (Getting reviews on Facebook is very important!)<br />
<br />
When leaving reviews on these websites, the reviewer will not have to go through the typical steps of creating an account, entering a name and email address, checking the email to verify the new account and logging in with the username and password. Instead, they will only have to <g class="gr_ gr_62 gr-alert gr_spell ContextualSpelling ins-del" id="62" data-gr-id="62">log in</g> to their Facebook account on a desktop computer. Simple and easy.<br />
<br />
As an agency, you will need to have an active business listing on each website for your clients to leave reviews. If you don’t have a business listing, create one as soon as possible. Creating a basic listing should only take a few minutes on your part but will help your agency reap the benefits.<br />
<br />
<em>Have a question about local SEO? Leave a comment below.</em>urn:uuid:731How Your Insurance Website Impacts Your Online Leads - Agency Marketing BlogIs your insurance agency website causing visitors to leave before requesting a quote? Try these tips to make a good impression with your insurance website.2015-04-03T09:01:53Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-122452295.jpg" alt="unnamed family man on computer" longdesc="Is your insurance agency website causing visitors to leave before requesting a quote? Try these tips to make a good impression with your insurance website." style="width: 250px; height: 167px; float: right; margin: 5px;" />Your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> can help or hurt a visitor’s decision to request a quote from you. Since the average visit to your website will only last 10 seconds, the first impression is important.<br />
<br />
If you do not communicate your agency’s value and services to your visitors, they won’t become a lead. Here are a few tips to help your insurance website make a good impression and convert visitors into strong leads.<br />
<br />
<strong>Use Shorter Quote Forms<br />
</strong><br />
Long and in-depth quote forms may help you as an agent but can be confusing or overwhelming for consumers. When they see a long quote form that doesn’t seem quick and easy to fill out, chances are they will look elsewhere. <br />
<br />
Shorter quote forms that ask for basic questions are easier to fill out. This puts less stress on your lead, initiates the sales process, and creates a stronger bond between you.<br />
<br />
<strong>Track Your Insurance Agency Website Traffic<br />
</strong><br />
If your insurance website is not getting enough traffic, chances are your site needs updating. Using tools like Google Analytics helps you keep track of website traffic and behavior patterns. If your traffic starts to decline, try spending more time on <a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/">adjusting your SEO tactics</a>.<br />
<br />
Small changes to your insurance agency website’s meta-tags and keywords can make a huge difference. Updating your website content with new keywords can help since <a href="http://www.getitc.com/blog/marketing/2014/10/24/4-tips-for-writing-clear-content-for-your-insurance-website#.VR1xG_nF9bU">content is king</a>. Our <a href="http://www.getitc.com/blog/tag/seo/">marketing blog</a> is also full of good suggestions, tips and tricks of the trade to help you optimize your insurance website.<br />
<br />
<strong>Make Your Website Inviting and Easy to Use<br />
</strong><br />
Consumers see insurance agency websites that are difficult to navigate as not being worth the time or trouble. They usually shop for insurance on their downtime. They do not want to work or dig to find information. Adding a search bar or decluttering your insurance website design can make a big difference. <br />
<br />
It’s best to <a href="http://www.getitc.com/blog/marketing/2015/03/02/keep-it-simple-insurance-website-design-for-the-modern-agency#.VR1xy_nF9bU">keep your website simple</a>. If you overload your homepage with buttons and too many calls to action, visitors will find it frustrating. The more inviting your website looks, the more inclined a visitor is to pick up the phone or complete an online quote form. <br />
<br />
Your insurance website tells your visitors a lot about your agency. Use these simple tips to make sure your insurance agency website leaves a good first impression so you get more leads. <br />
<br />
<em>Do you have any other website tricks that helped you increase your leads? We’d love to hear them. Leave them in the comments section below.</em>urn:uuid:730Operation Agency Success: Agency Marketing Plan - ITC VideosHow to create your own agency marketing plan to help you succeed.2015-04-02T11:29:00Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="https://player.vimeo.com/video/123889160?portrait=0&color=ff9933&camp;autoplay=1"><noframes><img alt="" src="/images/blog/OAS/OAS_image_02022015.jpg"></noframes></iframe><br />
<br />
Many agencies don't have a marketing plan to guide their efforts. A marketing plan can guide your marketing efforts and keep you accountable, which can help you succeed. Where do your customers come from? What do your customers want? What makes them happy? Laird talks about these questions and more in our latest Operation Agency Success video on creating an agency marketing plan for your agency.<br />
<br />
<h2 class="subtitle">Related Articles</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2013/03/25/how-to-create-an-insurance-agency-marketing-plan">How to Create an Insurance Agency Marketing Plan</a><br />
<a href="http://www.getitc.com/blog/marketing/2014/12/08/a-guide-to-improving-your-agency-marketing-in-2015">A Guide to Improving Your Agency Marketing in 2015</a>
<br />
<a href="http://www.getitc.com/blog/marketing/2015/03/30/why-agency-marketing-fails">Why Agency Marketing Fails</a>urn:uuid:729Why You Should Be Doing Local Search Marketing - Agency Marketing BlogDon’t just focus on increasing insurance website traffic from anywhere. Our data shows you’re better off focusing on sources that send traffic that converts. 2015-04-01T09:58:46Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-468346781.jpg" alt="web traffic" longdesc="Don’t just focus on increasing insurance website traffic from anywhere. Our data shows you’re better off focusing on sources that send traffic that converts. " style="width: 200px; height: 200px; float: right; margin: 5px;" />Recently, a longtime industry friend asked me if we could help with their online agency marketing initiatives. We discussed the benefits of each agency marketing strategy. Some of the numbers I came up with surprised even me.<br />
<br />
<strong>
What to measure?<br />
</strong><br />
While a lot of people in the online marketing industry equate visitors to success, I don’t. I look at goal conversions. Why? Which would you rather have: 10,000 visitors and one goal completion or 10 visitors and five goal completions? Eyeballs are great. Conversions are better.<br />
<br />
<strong>
What is a goal completion?<br />
</strong><br />
I consider a goal completion any of the following: 1. Any form submission such as contact, quote or service. 2. A visitor who spends more than six minutes on your insurance agency website. 3. A visitor who visits more than five pages of your website. 4. A phone call to a marketing phone number. (A marketing phone number is a special number that forwards calls to your office while tracking the call for ROI purposes.)<br />
<br />
<strong>
What performs?</strong><br />
<br />
We have built more than 5,000 agency websites, which had almost 10 million unique website visitors in the past year. So, our sample set is pretty well rounded. These are the social and search providers we found to be the top traffic sources, in order. <br />
<ol>
<li>Google</li>
<li>Bing</li>
<li>Yahoo</li>
<li>Facebook</li>
<li>Twitter</li>
<li>Local search</li>
<li>LinkedIn</li>
</ol>
Properties like Pinterest and Google+ did not even make the top 100 referral sources. While the order of which the referral traffic is great. Those are just the eyeballs looking. Now we need to look at the same properties ranked by their goal completion rate.<br />
<ol>
<li>Local search (By a 3x margin over Google)</li>
<li>Google</li>
<li>Yahoo</li>
<li>Bing</li>
<li>LinkedIn</li>
<li>Facebook</li>
<li>Twitter</li>
</ol>
Once I combine the numbers, these are the best sources for goal completions.<br />
<ol>
<li>Google</li>
<li>Yahoo</li>
<li>Bing</li>
<li>Local search</li>
<li>LinkedIn</li>
<li>Facebook</li>
<li>Twitter</li>
</ol>
<strong>
What should you do?<br />
</strong><br />
Target search engines first. They provide the best source of online goal completions. At the same time, you should build your local search presence. These two involve similar steps and often work hand in hand. Once you have done that, you need to start your content marketing strategy. Publish articles on your insurance agency website. Then you can start your social media push by sharing those articles on your profiles.<br />
<br />
<strong>
Need help?<br />
</strong><br />
ITC does more than help agents set up their <a href="http://www.getitc.com/!/insurance-website">insurance websites</a>. We also do search engine optimization, local search, content marketing, and social media strategies. Everything we do is built upon insurance technology solutions such as Insurance Website Builder and AgencyBuzz. Plus, our team works only with insurance agents. Learn more about our agency marketing products and services in a <a href="http://www.getitc.com/products/websites/consultation/">free consultation</a>.urn:uuid:728Why Agency Marketing Fails - Agency Marketing BlogWhen done correctly, your marketing efforts should help your agency. Here are four reasons why your agency marketing may be failing.2015-03-30T08:53:56Z2024-03-19T05:52:04Z<div><img src="/images/blog/Thinkstock/480919913.jpg" alt="bullseye" longdesc="When done correctly, your agency marketing should help your agency. Here are four reasons why your marketing efforts may be failing." style="width: 250px; height: 141px; float: right; margin: 5px;" />What constitutes agency marketing failure or success? For each agency the answer could be different. One agency may consider two leads a week from its insurance website a marketing success. For another agency that may not be enough.<br />
<br />
Everyone wants to know if their agency marketing is meeting expectations. When you allocate budget and revenue responsibilities to your marketing efforts, you may have an impression that your marketing isn't as effective as it should be. You may be right. <br />
<br />
Here are some reasons why agency marketing fails. This list isn't exhaustive, but it is a good place to start rethinking your efforts.<br />
<ol>
<li><strong>No measurement</strong><br />
<br />
If you're not measuring your agency marketing, how do you know if it's actually working? You can't. Set goals. Start measuring your efforts against those goals. And then you'll have a better idea of whether your marketing is working or not.</li>
<br />
<li><strong>Unrealistic expectations</strong><br />
<br />
Sending a marketing email to a list of 1,000 people is not going to result in a 50% conversion rate. You won't even get a 50% open rate. If you expect unrealistic results, you are setting yourself up for failure and disappointment.</li>
<br />
<li><strong> Inconsistent effort</strong><br />
<br />
Marketing takes multiple touches to work. Doing a one-off campaign is not enough. <a href="http://www.getitc.com/blog/marketing/2013/03/25/how-to-create-an-insurance-agency-marketing-plan">Rigorous planning</a> and repetition are much more effective.</li>
<br />
<li><strong> No engagement</strong><br />
<br />
Your marketing and its messaging needs to focus on what is important to your prospects and clients. If you only talk about yourself, you will not get engagement, especially on social media. Give your audience a reason to care, and you will start to see more engagement. </li>
</ol>
Are there more reasons why your agency marketing may not be working? Of course. If the above list doesn't apply to you, look at your metrics. Keep in mind if you only pay attention to <a href="http://www.getitc.com/blog/marketing/2014/07/09/3-worthless-agency-marketing-metrics">vanity metrics</a>, you're not looking at the behaviors that are tied to your goals. Go deeper into your metrics for an unfiltered look at what's going on. Then you can move forward for more effective marketing and better results.<span style="line-height: normal;"><br />
</span><br />
<em>Got a question about marketing? Leave a comment below.
</em></div>urn:uuid:727April Showers Bring 10 New Blogging Ideas - Agency Marketing BlogRainy days are a great opportunity to blog for your insurance website. Use one of our 10 topics to blog on your insurance agency website in April.2015-03-27T09:10:52Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/ThinkstockPhotos-468413439.jpg" alt="woman holding umbrella in summer rain" longdesc="April Showers Bring 10 New Blogging Ideas" style="width: 250px; height: 167px; float: right; margin: 5px;" />April is sure to come with a few rainy days. This is a great opportunity to make a cup of tea and work on your <a href="http://www.getitc.com/solutions/agency_marketing/content_services/">agency marketing content</a>. To give you a jumpstart, here are 10 ideas for your agency’s blog and email newsletter in April.<br />
<br />
<ol>
<li><strong>April Fool’s Day (April 1)</strong>: Are there tricksters among your staff? Personal pictures from within the walls of your agency perform best across social media channels. Snap a few photos of the office antics, and share them with your clients for some silly fun.</li>
<br />
<li><strong>Classic Car Coverage</strong>: As the weather warms, car shows begin to pop up across the country. Many of these pampered vehicles are rarely driven and have different coverage needs than everyday cars. It’s a great time to write about auto insurance for classic cars.</li>
<br />
<li><strong>Easter (April 5</strong>): Do you have a favorite Easter recipe or a fun activity for children? Share your Easter traditions, and get your clients in on the fun.</li>
<br />
<li><strong>Trampoline and Pool Liability</strong>: Trampolines and swimming pools provide hours of warm weather fun. However, there are risks of injury. Remind your clients to review their liability coverage to ensure protection in case of an accident.</li>
<br />
<li><strong>World Health Day (April 7</strong>): We live in an age of fast food and sugary sodas, which can have damaging health effects if consumed in excess. This is a great day to educate your clients on healthier choices like meals, exercise and even hobbies.</li>
<br />
<li><strong>Sunscreen Reminder</strong>: It’s nice to step out into the sun after a long winter, but skin cancer is nothing to joke about. Remind your clients to wear sunscreen for protection when spending time outdoors.</li>
<br />
<li><strong>Wooden Decks and Playsets</strong>: These beautiful additions to your home need care to last through the years. Provide tips for inspecting, repairing and sealing these wooden structures.</li>
<br />
<li><strong>National Stress Awareness Day (April 16)</strong>: Everybody faces daily stress. To keep the stress from affecting your health, it’s important to relax at the end of the day. Do you enjoy reading books or cooking meals? Share your favorite tips for calming down before turning in for the night.</li>
<br />
<li><strong>Hot Car Safety</strong>: A car’s interior can heat up quickly on sunny days, even if the temperature is cool. Write a reminder to never leave kids or pets unattended in a car. </li>
<br />
<li><strong>Flood Coverage for Businesses</strong>: The rainy season is a good time to talk about flood insurance. Business owners may not think this coverage is important, so offer a few reasons why they need to consider it.</li>
</ol>
The spring rain may keep you indoors on occasion. But, it’s a great time to knock out some content for your online agency marketing efforts.<br />
<br />
<em>If you have more ideas, we’d love to hear them in the comments section below. <br />
</em>urn:uuid:726Stop Being an Intermediary - Agency Marketing BlogThe market is changing. Agents can compete with online lead generators and be successful. Agency marketing and comparative rating technology can help.2015-03-25T09:32:04Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 167px; float: right; margin: 5px;" longdesc="Agents can compete with online lead generators and be successful. Agency marketing and comparative rating technology can help." src="/images/blog/Thinkstock/ThinkstockPhotos-468957121.jpg" />A few weeks ago I attended LeadsCon in Las Vegas. LeadsCon is a convention for lead sellers and buyers. They came from various industries, including mortgage, cash checking, education, and insurance. However, insurance was the hot topic of the show. Many sessions talked about the how the industry is changing. They often referenced the travel industry as the corollary of where our industry is going.<br />
<br />
The majority of these talks included “getting rid of the intermediary.” You know what that word intermediary means? It means you, dear independent insurance agent. Every speaker refused to use the word agent or agency. Instead, they depersonalized your role in providing insurance. <br />
<br />
The majority of discussions at LeadsCon included people and services that generate leads they then sell to direct writers. But, there were also traditional carriers that currently service the independent insurance industry. Quite a few of them are starting to take a serious look at going <g data-gr-id="67" id="67" class="gr_ gr_67 gr-alert gr_gramm Grammar multiReplace">direct</g> themselves. This is evident when you look at the <g data-gr-id="65" id="65" class="gr_ gr_65 gr-alert gr_spell ContextualSpelling ins-del multiReplace">ever expanding</g> panel of carriers available <g data-gr-id="64" id="64" class="gr_ gr_64 gr-alert gr_gramm Grammar multiReplace">on</g> online insurance sellers.<br />
<br />
<strong>Why is this happening?<br />
</strong><br />
Agents are lead generators for carriers. That is what you do. Unless you sell your own insurance product exclusively (thus making you a carrier), you are selling someone else’s product. After you sell their product, they will continue to service that policy for life. Sure the insured might call you to start the claim. However, from that point forward the carrier handles it because it is their product. Since they handle a majority of the client’s policy lifecycle, they figure they can save money by cutting you out of the process. When they work with lead providers to fill their pipeline, these online websites are fulfilling the hard part of your job. Generating the inbound leads. The people wanting to get rid of the intermediary do not have to be agents. They just <g data-gr-id="74" id="74" class="gr_ gr_74 gr-alert gr_spell ContextualSpelling multiReplace">have to</g> be good at marketing.<br />
<br />
<strong>Make a change<br />
</strong><br />
Stop being just a lead generator for the carriers. Offer your clients more than a quote and a hand off to a carrier. Next, develop a relationship with your carriers. Remember you are generating leads for them. What are they doing to help you generate more? <br />
<br />
<strong>How technology can help<br />
</strong><br />
You can also use technology to not just compete with online lead generators but also succeed and grow. Build yourself a <g data-gr-id="68" id="68" class="gr_ gr_68 gr-alert gr_spell ContextualSpelling ins-del multiReplace">world class</g> <a href="http://www.getitc.com/!/insurance-website">insurance website</a>. Put a <g data-gr-id="69" id="69" class="gr_ gr_69 gr-alert gr_spell ContextualSpelling ins-del multiReplace">consumer driven</g> online consumer <g data-gr-id="70" id="70" class="gr_ gr_70 gr-alert gr_spell ContextualSpelling">rater</g> on that website. Connect both to an online agency marketing engine that includes email, social media, and text messaging. Using all those technologies, you must build an experience that is beyond being a lead generator. Your insurance agency website can offer the same features as the online lead generators. But, you have something they don’t… a local and personal touch.<br />
<br />
Finally, I am an advocate for the independent agent. I do not think the insurance industry and its agents are anything like a travel agent. You have ongoing education and training requirements to maintain your license. So, you offer more than a recommended hotel in Barbados. You offer sound advice to secure the future of your clients.<br />
<br />
Go beyond the regular required continuing education courses. Learn how to market and grow your agency in this evolving world. Join us at <a href="http://www.agentconference.org/">ITC Agent Conference</a> next month.urn:uuid:725How Cover Photos Can Expand Your Social Media Reach - Agency Marketing BlogDon’t use just any image for your social media cover photo. Use it to expand your agency marketing reach on social media. Here’s how.2015-03-23T10:24:26Z2024-03-19T05:52:04ZThe cover photo is the first thing people see on your agency’s social media pages. <br />
<br />
<img src="/images/blog/BB.jpg" alt="social media cover photo" longdesc="social media cover photo" style="width: 660px; height: 276px;" /><br />
<br />
When used effectively like the example above, it can help you spread your message, get more leads, and complete agency marketing goals.<br />
<br />
Cover photos create an opportunity for your agency marketing efforts. Here are a few ways cover photos can help you reach your marketing goals.<br />
<br />
<strong>
Display your insurance agency’s brand.</strong><br />
<br />
Your cover photo should represent your agency’s unique brand. You want people to recognize they are on your insurance agency’s social media page right away. Your cover photo should look consistent with your <a href="http://www.getitc.com/!/insurance-website-designs">insurance website design</a>. It may be tempting to try different colors or fonts. But, always use the same fonts and color schemes of your other marketing materials. When you marketing materials match, your agency looks consistent, which brings you more credibility.<br />
<br />
<strong>
Make it personable with employee photos.<br />
</strong><br />
People like to know who they are working with. It helps you establish a better connection with your clients when they can see who you are. Do you have a picture of your employees or a picture of your agency’s office? Use them as your cover photo. For our customers, we add elements to the cover photos that further the agency’s brand recognition.<br />
<br />
<strong>
Show your customers appreciation.<br />
</strong><br />
Keep the design of your cover photo fresh by periodically using a client’s name or photo. People get excited when brands share their photos or names in appreciation . Plus, showing customer appreciation in your cover photos will engage followers and encourage them to visit your page again.<br />
<br />
<strong>
Promote your special offers.<br />
</strong><br />
Are you having a contest this month or running a limited time offer? Maximize your agency marketing efforts by showcasing your latest special offers. Introducing fresh offers on your cover photo is a great way to keep your page from going stale. If you decide to use this idea, make sure the variety of cover photos you use still echoes the visual elements of your agency’s brand.<br />
<br />
When creating your cover photo, remember simplicity sells. An image with less visual noise will clearly communicate your message. There are a lot of things you can include in your cover photo, but stick to one idea at a time. Too much information or too many design elements can cause the message to get lost. Also, make sure your profile image does not cover up the important information. <br />
<br />
There is no better time than now to start implementing a fresh set of ideas into your insurance agency’s social media presence. Take great advantage of your cover photo by trying one or all these ideas. But not all at once.<br />
<br />
<em>
Need help creating a <a href="http://www.getitc.com/solutions/agency_marketing/social_media/">custom cover photo graphic</a>? Our graphic design team can help. Contact us at (800) 383-3482 for more information.</em>urn:uuid:724ACORD Forms Update (January and February 2015) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in January and February 2015.2015-03-20T12:34:22Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<br />
<h2 class="subtitle"><strong>January</strong></h2>
<br />
<em>Forms with New Revision Dates<br />
</em><br />
66 CT 2015/02 replaces 2006/06 – Connecticut FAIR Plan Application for Basic Property & Liability Insurance<br />
<br />
60 US 2015/01 replaces 2008/02 – Insurance Supplement – Notice – Offer of Terrorism Coverage<br />
<br />
<em>Corrections or Modifications to Existing Forms</em><br />
61 AZ 2001/02 – Arizona Auto Supplement<br />
<br />
61 CT 2010/01 – Connecticut Auto Supplement Informed Consent Form UM Coverage<br />
<br />
855 TX 2012/08 - Texas Risk Pool Certificate of Liability Coverage<br />
<br />
64 NY 2008/06 - New York Auto Supplement - Supplementary UM/UIM Insurance Coverage<br />
<br />
106 2010/04 - Vacant Building Supplement<br />
<br />
133 WI 2010/04 - Wisconsin Workers Compensation Insurance Pool<br />
<br />
812 2006/02 - Agency Questionnaire<br />
<br />
133 MI 2012/08 - Michigan Application for Workers Compensation Insurance<br />
<br />
133 2012/12 - Workers Compensation Insurance Plan Assigned Risk Section<br />
<br />
70 2012/03 - Personal Policy Change Request (Except Auto)<br />
<br />
80 2013/09 - Homeowner Application<br />
<br />
84 2013/09 - Dwelling Fire Application<br />
<br />
89 2014/12 - Residential Section<br />
<br />
90 2014/12 - Texas Personal Auto Application <br />
<br />
<h2 class="subtitle"><strong>February</strong></h2>
<br />
<em>Forms with New Revision Dates</em><br />
<br />
62 US 2015/01 replaces 2008/02 - Insurance Supplement - Standard Fire <br />
Policy Only, Notice of Terrorism Coverage/Disclosure of Premium<br />
<br />
64 US 2015/01 replaces 2008/02 - Insurance Supplement – Workers' Compensation Only - Policyholder Disclosure Notice of Terrorism Insurance Coverage<br />
<br />
<em>Corrections or Modifications to Existing Forms</em><br />
<br />
62 VA 6/97 - Virginia Property Supplement<br />
<br />
64 NC 2008/04 - North Carolina Property Supplement - Property Insurance Disclosure Notice<br />
<br />
62 MD 1/98 - Maryland Commercial Auto Supplementurn:uuid:723Boost Your Insurance Website’s SEO by Applying Paid Search Principles - Agency Marketing BlogThe principles of paid search apply to more than advertising. Here is how you can apply your paid search knowledge to your insurance agency website.2015-03-20T08:47:01Z2024-03-19T05:52:04Z<img src="/images/blog/thinkstock/dylan-blog-photo.jpg" alt="magnifying glass" longdesc="Boost Your Insurance Website’s SEO by Applying Paid Search Principles" style="width: 250px; height: 167px; float: right; margin: 5px;" />It is well known that SEO can improve your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> visibility. But, have you ever thought about <a href="http://www.getitc.com/blog/marketing/2014/12/15/defining-owned-earned-and-paid-media-in-agency-marketing#.VQmw6I7F9bU">paid search</a> (also known as pay-per-click advertising)? <br />
<br />
SEO initiatives focus more on the organic results in search engines. But, a functional understanding of paid search can help you get greater success with your SEO campaign. <br />
<br />
<strong>How Paid Search Ads Work</strong><br />
Search engines have pay-per-click (PPC) platforms to control the ads in their result pages. These are Google AdWords and Bing Ads. These platforms allow you to create ads around your agency’s targeted keywords. You then bid for prominent ad positions on result pages. <br />
<br />
Since there are millions of searches done worldwide each day, paid search ads are judged for quality. The paid search platforms look for the following:<br />
<ul>
<li>The quality of the ad copy</li>
<li>The relevance of the searched keywords to your ads </li>
<li>The quality of the landing page your ad links to </li>
<li>The ranking of your ad bid placement </li>
</ul>
<strong><img alt="" src="/images/blog/Paid-Organic%20search.jpg" style="width: 660px; height: 468px;" /><br />
<br />
How Paid Search Fundamentals Translate to SEO</strong><br />
The primary focus of SEO is improving your insurance website rankings in the organic results. There is no competitive bidding for positions in the organic results. But, search engines still check the quality of your website like they do with paid search ads.<br />
<br />
To improve your chances at ranking, analyze your search listings as you would a paid search ad. Ask yourself the following questions:<br />
<ul>
<li>Do your page titles and meta descriptions tell consumers which products and services you offer? Do they mention which geographic areas you serve?</li>
<li>Is the <a href="http://www.getitc.com/blog/marketing/2014/10/24/4-tips-for-writing-clear-content-for-your-insurance-website#.VQm0EY7F9bU">content on your home page customized for your agency?</a> Does it incorporate business-relevant terms in a way that’s easy for people to understand?</li>
<li>Do you have a different page for each line of business you cover? If so, do these pages have unique content that conveys what you offer while featuring relevant keywords?</li>
<li>Do your website pages <a href="http://www.getitc.com/blog/marketing/2014/07/21/navigating-your-insurance-website-organization-better-usability#.VQmz6I7F9bU">show visitors the next step</a> like requesting a quote?</li>
</ul>
Insurance agency websites with these characteristics often rank higher in search results. This is because they have a positive user experience, which search engines reward. <br />
<br />
<em>Got a question about paid search and how it can apply to your agency marketing? Leave it in the comments, and we’ll answer it.</em>urn:uuid:722 Masters of Marketing -- 5 Things to Look Out for in Google Webmaster Tools - Agency Marketing BlogThe slides and recording of the March 19, 2015 Masters of Marketing webinar.2015-03-19T14:46:19Z2024-03-19T05:52:04ZIn today’s Masters of Marketing webinar, I discussed the five items in Google Webmaster Tools your agency should know about. If you missed it, you can <a href="https://attendee.gotowebinar.com/recording/1666047453875299841">watch the recording here</a> or review the slides below. <br style="line-height: 13px;" />
<br style="line-height: 13px;" />
<iframe width="476" height="400" frameborder="0" scrolling="no" marginheight="0" marginwidth="0" src="//www.slideshare.net/slideshow/embed_code/46052276"></iframe><br />
<span style="font-size: small;"><br />
Join us for our next Masters of Marketing webinar on Thursday, April 16th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). If you are not currently registered for Masters of Marketing, </span><a style="font-size: small;" href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can do so here</a><span style="font-size: small;">. You can also follow the webinar on Twitter using the hashtag #MastersMktg.</span>urn:uuid:721Help! I Have a Blank Social Media Calendar - Agency Marketing BlogSocial media calendars are great for your agency marketing plan as it guides you on what to post. Here are some content ideas for filling in your calendar.2015-03-16T09:09:15Z2024-03-19T05:52:04Z<a href="http://www.getitc.com/blog/marketing/2015/02/20/get-organized-with-a-social-media-calendar"><img src="/images/blog/Thinkstock/186220971.jpg" alt="frustrated worker" longdesc="social media calender content for insurance agency" style="width: 250px; height: 187px; float: right; margin: 5px;" />In my last post</a>, I shared how to pick the best social media calendar for your agency and why you should experiment with posting times. (Download our free <a href="http://www.getitc.com/emailmarketing/iwbarticles/SocialMedia_Calendar_blank.docx">blank template</a> or the <a href="http://www.getitc.com/emailmarketing/iwbarticles/SocialMedia_Calendar.docx">2015 template</a>.) The other major component in creating a social media calendar is picking out your content. <br />
<br />
Choosing the best content for your followers depends on what speaks to your prospects and clients best. If you have a calendar but aren’t sure which topics to use, I have a few ideas for you. <br />
<br />
If I were an agent, here’s what my draft social media calendar for April would look like:<br />
<img src="/images/blog/April%20Calendar.jpg" alt="April social media calendar" longdesc="Social media calendars are great for your agency marketing plan as it guides you on what to post. Here are some content ideas for filling in your calendar." style="width: 650px; height: 601px;" /><br />
<br />
I’ve kept my Facebook posts to once per day and Twitter posts at twice per day due to Twitter being a less elaborate microblogging platform. Here’s a breakdown of why these topics work:<br />
<br />
<strong>
Holiday/Special Interest</strong> – There’s not a month on the calendar that doesn’t have a major holiday like Easter or a special interest day like tax day. When creating your calendar, look at the holiday schedule and fill out those dates first.<br />
<br />
<strong>
Outsourced Article</strong> – Peruse online insurance publications and share articles your audience would find informative. Make sure to read the article before posting. You don’t want to share an article that doesn’t fit your branding or goes against what you advise your clients.<br />
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Insurance Tips </strong>– If you have tips on how to clean gutters or car maintenance, share them with your followers. If you’re stumped on ideas, check out <a href="http://www.getitc.com/blog/author/dana_feiwus/">our monthly marketing blog on 10 topics ideas</a>. <br />
Weekend Hours – If your office is open on the weekend, let your followers know your hours. <br />
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Marketing Graphic </strong>– Did you recently get a new logo? Maybe you saw a cool infographic. Share those interesting images or graphics.<br />
Jokes, Riddles and Trivia – Using jokes, riddles and trivia can show your followers you aren’t all about business. Plus, it can encourage engagement and get you noticed. <br />
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Quotes </strong>– <a href="http://www.getitc.com/blog/marketing/2015/03/11/stop-blogging-tweeting-and-sharing#.VQMmfU2BGUk">When used sparingly</a> quotes can reinforce your brand and help your followers learn more about what makes your agency different. <br />
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Blog Posts </strong>- <a href="http://www.getitc.com/blog/marketing/2014/12/03/converting-more-insurance-website-visitors-into-leads#.VQMmUE2BGUk">We talk a lot about how blogging can help with your SEO</a>. When you post a new blog post, sharing it on social media. It helps with exposure for your blog, so it’s important to cross post as such as possible. <br />
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#TBT Photo </strong>– #TBT or Throwback Thursday is a staple for anyone using social media. Share past photos to show your agency’s history so your followers can see how committed you are to the community.<br />
Upcoming Events –If you have an event coming up like a local food drive or a contest, use social media to promote it. <br />
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Interesting Facts</strong> – A post about how Coca Cola only sold 25 bottles in its first year has nothing to do with insurance. But, if you only post about insurance, you may struggle to get engagement. <br />
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These are just some examples of topics. There are a lot more you can use when posting to social media. If these don’t do it for you, find what works best for your agency and your audience. If you don’t have time to post to social media, our <a href="http://www.getitc.com/solutions/agency_marketing/social_media/">social media services</a> can provide you with social media marketing help. <br />
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Got a topic idea not included above? Leave it in the comments below. </em>urn:uuid:720The Future of Email Marketing: Part 3 - Agency Marketing BlogIn this final part of our three-part series, learn about the four ways email marketing will change and how to use it in your agency marketing.2015-03-13T09:36:49Z2024-03-19T05:52:04Z<em><a href="http://www.getitc.com/blog/marketing/2015/01/23/the-future-of-email-marketing-part-1#.VQCN047F9bU"><img src="/images/blog/Thinkstock/522334743.jpg" alt="woman on business suit" longdesc="four ways email marketing will change and how to use it in your agency marketing." style="width: 250px; height: 250px; float: right; margin: 5px;" />In Part 1 of our three-part series on The Future of Email Marketing </a>we discussed four trends that will change email marketing. <a href="http://www.getitc.com/blog/marketing/2015/02/13/the-future-of-email-marketing-part-2#.VQB-oo7F9bU">In Part 2</a>, we talked about six factors that can affect your agency’s email marketing.</em> <br />
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Email marketing is one of the most versatile marketing channels available. As it continues to evolve with technology, so does your agency and the way you use it.<br />
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For the final part of this series, here are four ways email marketing will change in the future and how you can make the most of it for your agency marketing plan.<br />
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Mobile Marketing Will Continue to Grow </strong><br />
Mobile is at the top of every trend list and not just for email marketing. I predict mobile-friendly design will become the norm, rather than the exception. Furthermore, email service providers like Yahoo and AOL who are not yet offering mobile design support will scramble to catch up. <br />
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In the coming years, more agencies will look at mobile advancements. Mobile will have a wider adoption in the industry. Also, innovation will no longer begin and end based on the iPhone. Mobile marketers will have to pay more attention to Android and Microsoft devices. <br />
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Consumers Will Choose Their Own Targeting</strong><br />
Another trend to watch for is the growing appeal of the shop local movement. It’s predicted that growth in new subscriptions and engagement for larger captives will slow. Consumers will then turn to more intimate relationships with local independent agencies.<br />
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More Multi-Channel Marketing</strong><br />
Multi-channel marketing means you will have a choice in how you deliver messages. It can be by email, text or social media. Additionally, real-time triggered messages will become the norm, which is exactly what we want to see. A triggered message is when someone takes an action on your website and triggers your email marketing system. For example, a prospect requests a quote on your insurance website. Your email marketing system then would automatically send her an email follow up.<br />
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Email marketing will also rely on multi-platform communication products from third parties like <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a>. These products allow you to send the same message across many channels all at once from one console. <br />
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Evolution in Email Reporting</strong><br />
Email reporting is well known for being static and flat. In the future, email reporting will evolve into deeper analytics and better trend identification. Because of this, predictive analytics will become bigger. With predictive analytics you can create content based on the past behaviors of your list. Much like predictive sending does within AgencyBuzz.<br />
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Now that you know how email marketing will change, it’s important that you look at how your agency does email marketing. When creating your email marketing strategy, don’t forget these rules:<br />
<ul>
<li>Make mobile a priority</li>
<li>Use automation to create email drip campaigns that nurture both prospects and clients</li>
<li>Combine content marketing with strong lead generation techniques</li>
<li>Personalize and customize content</li>
<li>Integrate your insurance agency website and online <a href="http://www.getitc.com/!/comparative-rater">comparative rater </a>with email marketing efforts</li>
<li>Install an email optimization process within your agency</li>
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You don’t have to have a large budget to make use of data and other resources. ITC has several resources available to you. This blog is a great one. Check it often as we have new marketing content each week. Some other great resources available to you are our <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">free marketing webinar</a> and <a href="https://www.getitc.com/whitepapers/">white papers</a>. Use these resources to stay on top of agency marketing trends.<br />
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Got a question about these trends or email marketing? Leave a comment below.</em>urn:uuid:719Stop Blogging, Tweeting and Sharing - Agency Marketing BlogAvoid making these social media mistakes in your online agency marketing that drive away followers. Show your value and you will grow your social media reach.2015-03-11T08:50:20Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/162449508.jpg" alt="stop sign painted on the palm of a hand" longdesc="Avoid making these social media mistakes in your online agency marketing that drive away followers. Show your value and you will grow your social media reach." style="width: 200px; height: 301px; float: right; margin: 5px;" />Okay, I committed a sin of online content development. I used a click bait headline. Of course I don’t want you to stop all your content marketing efforts. I just want you to stop some of it. Let me explain.<br />
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<strong>Say Something</strong><br />
The first thing I’m asking that you stop is the daily inspirational quotes. It is easy to search the web for 1,000 inspirational business quotes and post one or two a day. Since images drive better engagement the latest trend is to create a graphic using the quote. Unless you said it, you personally heard it, or the quote defines you and your business… don’t post it. <br />
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Another practice that needs to stop is auto sharing RSS feeds. This is when you link your social media accounts to news services that watch for keywords and post on your behalf. This practice can backfire when it auto shares competitors' content or stories unrelated to your message.<br />
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For the Twitter users out there, avoid only retweeting. People consider this bot activity, and it will get you quickly unfollowed. Instead, publish something of value. Develop something that will not only inform your readers but drive them to come back day after day. Find content that they want to read that will answer their questions. Some good ideas include talking about your competition head on. Here is a sample title for your next blog post: “You’ve seen the ads. Why an independent agent is better than the big guys.”<br />
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<strong>Me Me Me</strong><br />
The next thing you should stop doing is the constant self-promotion. That message quickly gets old. Your followers know who you are. They know what you offer. Again, <a href="http://www.getitc.com/blog/marketing/2012/06/18/dont-know-what-to-tweet-11-ideas-for-when-you-have-writers-block">share things of value</a>. Post things that show your personality. Remember the social in social media. If you went to a dinner party and did nothing but talk about insurance you would end up mumbling to yourself in the corner. Talk about the things that make you happy. Talk about the personal side of your business. Include photos of employees, customers, and local events.<br />
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<strong>Understand the Platform</strong><br />
Finally, before you start using a new social network, understand its purpose, audience, value, and how to use it. For example, I wish to see people creating good content or movement in the industry in my LinkedIn feed. Instead, I see quotes and games, which frustrates me. <br />
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As for Twitter, remember everything you say is public unless you use direct messages. Make sure you are not replying to customers and coworkers in a public feed or saying something you don’t want everyone to know.<br />
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These tips will help you grow your social media reach without the common annoyances that drive people to click the unfollow button. Because once your followers do that, you are not getting them back.urn:uuid:7183 Online Marketing Myths You Shouldn’t Believe - Agency Marketing BlogThere is a lot of information about online marketing. But be careful. These common myths can derail your agency marketing efforts. 2015-03-09T09:14:53Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/179019172.jpg" alt="Myth vs Reality" longdesc="3 Online Marketing Myths You Shouldn’t Believe" style="width: 250px; height: 167px; float: right; margin: 5px;" />There’s a lot of information on the web about how you can grow your insurance agency with online marketing. At ITC, we’re firm believers that with the right <a href="http://www.getitc.com/solutions/agency_marketing/">agency marketing strategy</a> and invested time, your agency can grow. But with so many articles, videos and blog posts dedicated to the topic, it’s easy to believe some untrue statements.<br />
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If you want to get more clients and traffic to your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a>, don’t fall for these three common myths.<br />
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<strong>Myth 1: It’s Fast and Easy to Improve Your Search Engines Ranking</strong><br />
If you want to get your insurance website near the top of Google, Yahoo! and Bing, there are plenty of ways to do this. Proper SEO techniques can boost your search engine rankings and get you noticed. But, don’t fall for any advertised get-rich-quick schemes. SEO takes time and work. <br />
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Truth is there isn’t a cure-all method to shoot your website to the top of the rankings. Google updates its algorithm often to stamp out disreputable methods of search engine optimization. For example, companies might offer to build hundreds of backlinks, but this practice is bad for SEO, and Google has picked up on it.<br />
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Be smart when looking for ways to boost your search engine rankings. If it’s too good to be true, it probably is. <br />
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<strong>Myth 2: A New Insurance Agency Website Means New Customers</strong><br />
A new insurance website is crucial to building your agency’s business. Any upgrades to compatibility, design, functionality can be a boost to traffic and maybe leads. But don’t think that upgrading your website will do everything. You have to promote, promote, promote.<br />
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Creating a clean, easy-to-use insurance agency website is just the first step. <a href="http://www.getitc.com/blog/marketing/2015/02/25/what-is-seo-and-is-it-important-to-my-agency#.VPo2zfnF9bU">Proper SEO</a>, email marketing and other offline and online marketing will help bring in traffic and leads.<br />
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<strong>Myth 3: People Don’t Trust Marketing Emails Anymore</strong><br />
It’s not that people don’t trust marketing emails. They don’t like pointless emails. So, don’t send them pointless emails. <a href="http://www.getitc.com/blog/marketing/2015/01/23/the-future-of-email-marketing-part-1#.VPo2rfnF9bU">Email marketing is still a viable method of online marketing. </a><br />
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Make sure your marketing emails have content your prospects and clients will find valuable and want to read. Don’t send throwaway advertisements about something your audience already knows about. In addition to promotions and follow ups, your email marketing can include birthday and holiday greetings, renewal reminders, and referral requests. <br />
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Online marketing can be a complicated subject. Myths like the three above can derail your marketing efforts if you’re not careful. <br />
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<em>Got an online myth to add to our list? Leave it in the comments below. </em> urn:uuid:7174 Questions to Ask When Designing Your Insurance Website - Agency Marketing BlogGet involved with the Insurance Website Builder process. Here are 4 questions you can ask so your insurance website design is the best it can be.2015-03-04T08:49:05Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/184912055.jpg" alt="A group of business professionals" longdesc="4 Questions to Ask When Designing Your Insurance Website" style="width: 250px; height: 172px; float: right; margin: 5px;" />You’ve picked out an <a href="http://www.getitc.com/!/insurance-agency-web-site-templates">insurance website template</a>. Now what?<br />
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For <a href="http://www.getitc.com/products/websites?camp=marketingblog">Insurance Website Builder</a> customers, the next step is discussing the details of your new website with your website coordinator. They will ask you questions about your insurance agency, your branding and the goals you have for your website. But your website coordinator isn’t the only one who should be asking questions. Building a website is a partnership between your agency and ITC. You need to be as involved in building your website as the Insurance Website Builder team. Insurance website design may not be your expertise. But you are an expert on one vital piece of the puzzle… your agency. <br />
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Here are four questions to ask during your design consultation to make sure your insurance agency website is the best it can be.<br />
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<li><strong>Will my website be easy to navigate?</strong><br />
You may offer a lot of services on your website like quoting several lines of business to policy management services. Keeping your website simple and user friendly makes it easier for your clients to find the information they need. When you make information easy to find where people want it, consumers see it as great service. This can increase the chances your clients will stick around when their policy renews.</li>
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<li><strong>How can I tone down the clutter?</strong><br />
Having lots of widgets and gadgets on your home page may sound like a good idea at first. But if you throw too much into the pot, the resulting stew tends to be a little messy. If everything on your insurance agency website is competing for attention, the important items won't stand out. Focus on one or two cool items you want to show off on your website’s home page. </li>
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<li><strong>Are my colors visually appealing?</strong><br />
Almost <a href="http://www.getitc.com/blog/marketing/2014/03/18/which-colors-are-the-best-for-your-insurance-website">any color combination</a> can work for your insurance website. The keyword is moderation. Red, browns or even yellows can look good together as long as it’s in small doses. But you should avoid having too many colors. Like clutter, if every button or header is a different color, it can be hard for your clients to find what they’re looking for. </li>
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<li><strong>Does this match my branding efforts?</strong><br />
Speaking of color, does your insurance website match your agency’s brand? If not, you are missing out on the opportunity to build a cohesive brand for your agency. If your logo is silver and red, a website that is green and brown won’t help your brand recognition. Further your branding by adding callbacks to your logo in the important places. For example, if you have a blue square in your logo, add the blue square in other places like your lines of business buttons.</li>
</ol>
The process of designing and building your insurance agency website is an exciting time for your agency. Once you’ve asked these four questions, use a <a href="http://www.getitc.com/blog/marketing/2015/02/02/a-checklist-for-building-your-insurance-website#.VPXsn_nF9bU">checklist </a>to ensure your website will showcase your agency in the best light. <br />
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Got a question about Insurance Website Builder or our process? Leave a comment below. </em>urn:uuid:716Operation Agency Success: Make a Change - ITC VideosNow is the time to change your technology and insurance agency software so you have better technology.2015-03-03T16:36:29Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" src="https://player.vimeo.com/video/120635926?portrait=0&color=ff9933&camp;autoplay=1" style="margin-top: 8px;"><noframes><img alt="" src="/images/blog/oas/oas_image_02022015.jpg"></noframes></iframe>
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The best time to plant a tree was 50 years ago. The second best time is today. Now is the time to change the technology in your agency and get better technology. ITC's president Laird Rixford talks about the technology that is critical to insurance agency success.<br />
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<h2 class="subtitle">Related Articles</h2>
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<a href="http://www.getitc.com/blog/marketing/2014/12/09/now-is-the-time-insurance-website-edition">Now is the Time: Insurance Website Edition</a><br />
<a href="http://www.getitc.com/blog/rating/2014/12/10/now-is-the-time-comparative-rating-system-edition">Now is the Time: Comparative Rating Edition</a><br />
<a href="http://www.getitc.com/blog/management/2014/12/11/now-is-the-time-agency-management-system-edition">Now is the Time: Agency Management System Edition</a>urn:uuid:715Keep It Simple: Insurance Website Design for the Modern Agency - Agency Marketing BlogFor the best user experience your website should be simple and functional. Here are five fundamentals to help you get the ideal insurance website design2015-03-02T09:01:12Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/GettyImages_181394994.jpg" alt="web design illustration" longdesc="simple insurance website design with UX startegy" style="width: 250px; height: 192px; float: right; margin: 5px;" />In the book <em>The Elements of User Experience</em>, Jesse James Garret explained that a user-centered website design is a big job but will deliver a better user experience. <br />
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We must understand that good insurance website design is not only aesthetics but functionality. The late Steve Jobs once said, “Design is not just what it looks like and feels like. Design is how it works.” <br />
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Functionality is essential to good design. If visitors have a bad experience, they will dislike your website and, by extension, you. And, they won’t come back for a second try. Furthermore, you don’t want to risk them sharing their experience with friends and family. This is why simple is best.<br />
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A simple <a href="http://www.getitc.com/!/insurance-agency-web-designs">insurance website design</a> may be hard to achieve, but the benefits are worth the challenge. To achieve a simple design, you can use the user experience strategy. Here are five fundamentals to user experience in website design. <br />
<ol>
<li><strong>Strategy</strong><br />
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Identify your visitors’ needs. For your insurance agency, one visitor may need to buy insurance. The visitor will need to be able to compare a quote, choose and buy. Another visitor may want to add a driver to a policy or request a declaration page. Planning how your insurance agency website will be used is key.</li>
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<li><strong>Scope</strong><br />
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Decide what content and functionality your insurance website will offer your visitors. For example, adding quote forms or a sign up form to your agency newsletters. </li>
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<li><strong>Structure</strong><br />
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With a clear scope, you can move on to interaction design, which defines how your website behaves in response to your visitors. For example, if a visitor submits a quote form, where is he taken after he clicks <em>Submit</em>? This is where the information architecture comes in to play with structure. It predetermines the organizational and navigational scheme that allows visitors to navigate through your insurance agency website. </li>
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<li><strong>Skeleton </strong><br />
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The skeleton of your website has three components.</li>
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<ol>
<li>Interface design – Gives your visitors the ability to do things on your website with elements like buttons, fields and other interface components.</li>
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<li>Navigation design – Allows your users to go places on your website, i.e. navigation pages.</li>
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<li>Information design – Presents the information on your website to your visitor in a clear format. For example, using an icon of a car next to the text <em>Auto Insurance Quote</em> is a visual clue to identify the information.</li>
</ol>
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<li><strong>Surface</strong><br />
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The last one is surface. This is the visual design, and how the website will look. Your website’s surface involves the principles of design, branding, typography, hierarchy, color theory, etc.<br />
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Consider the following.<br />
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<ol>
<li>Do not use more than two font styles on your site.</li>
<li>Keep colors balanced, and use white backgrounds as a good visual breaking point. </li>
<li>Stay up to date with design trends. </li>
<li>Keep your site’s visual branding coherent with your print materials.</li>
<li>Stay away from extra decorative elements. </li>
<li>In content headings should be a larger font size from the sub-headings, and body text smaller than the sub-headings to achieve hierarchy. </li>
</ol>
</li>
</ol>
These five fundamentals are in the order they should be worked on, starting with strategy and finishing up with surface. However, you may have to go back a step or overlap as needed. Although this is plenty of work to do, the process will allow you to know what you are designing. You will not only deliver a functional website, but a much simpler design by eliminating the unnecessary. <br />
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Our insurance website designs meet the needs of the modern insurance agency to help them succeed and grow in this competitive market. If you need a website or a re-design of your current website, <a href="http://www.getitc.com/products/websites/consultation?camp=marketingblog">request a consultation</a> with one of our insurance website experts.urn:uuid:714What is SEO and Is It Important to My Agency? - Agency Marketing BlogYou’ve got a great insurance agency website. Now what? Here are five reasons why your agency needs to optimize your insurance website for the search engines.2015-02-25T09:36:19Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/GettyImages_86488069.jpg" alt="couple looking at laptop" longdesc="What is SEO and Is It Important to My Agency?" style="width: 250px; height: 167px; float: right; margin: 5px;" />You’ve heard the term SEO before but do know what it means or understand why your agency needs it? Search engine optimization (SEO) is the process of raising your website’s visibility in the search engines so you get traffic from the organic search results. <br />
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Do you know how many visitors came to your <a href="http://www.getitc.com/!/insurance-website">insurance website</a> last month? Do you know how many visitors completed a quote form last month? Is your agency’s website appearing in search results for consumers who are looking for insurance? <br />
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You have invested time and money in your insurance agency website. Now what? SEO that’s what. <br />
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Here are the top five reasons why your insurance agency needs search engine optimization.<br />
<ol>
<li>SEO Helps Increase Rankings – Rankings are where in the search results your insurance website appears. Where your website ranks is instrumental in driving traffic to your site. </li>
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<li>SEO Turns Your Website Into Your Sales Rockstar – Think about it. Your website is open 7 days a week, 365 days of the year. If you optimize your website and it ranks well, you increase your chances of an insurance shopper landing on your website. It doesn’t matter what time of day or what day of the week it is. Your insurance agency website is selling for you.</li>
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<li>SEO is a Crucial Part of Your Marketing – SEO is one tool in your marketing toolbox. When used with other tools like social media and email marketing, your business has the potential to grow faster.</li>
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<li>SEO Impacts the Buying Cycle – Now more than ever consumers are researching products and services long before they buy. And most of the research is online via search engines. SEO helps to make sure your agency is in the running.</li>
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<li>SEO Helps Increase Traffic – As rankings increase most agencies see an increase in website traffic. This can increase your leads and eventually your sales if you have a good follow up process. </li>
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Your website without SEO is <a href="http://www.getitc.com/blog/marketing/2013/08/26/is-your-insurance-website-a-one-stoplight-town">like a city with no street signs</a>. Google needs help understanding your business, and SEO is how you explain it to them. Without SEO insurance shoppers who don’t know your agency exists will have a hard time finding your website. Here is a video produced by <a href="https://www.youtube.com/channel/UC0qff1AEZqSogEm3JZSMPOQ">Search Engine Land </a>that breaks down how search engine optimization works.<br />
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Moz founder <a href="http://moz.com/community/users/63">Rand Fishkin</a> said, “Websites compete for attention and placement in the search engines, and those with the knowledge and experience to improve their website’s ranking will receive the benefits of increased traffic and visibility”. <br />
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Have a question about SEO? Leave us a comment below or <a href="http://www.getitc.com/products/websites/consultation/">request a free agency consultation</a> with one of our SEO experts.urn:uuid:71310 Insurance Blog Ideas: March 2015 Edition - Agency Marketing BlogDon’t let your writer’s block stop you from blogging for your insurance website. Use one of our 10 topics to blog on your insurance agency website in March.2015-02-23T09:30:24Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/87348083.jpg" style="width: 250px; height: 166px; float: right; margin: 5px;" alt="flowers blooming in a field" longdesc="10 insurance blog ideas march 2015" />As spring blossoms, many find a renewed creative side. There’s no better time to sit down and write some excellent content for your agency. To help get you started, here are 10 ideas to write about for your agency’s insurance website blog and email newsletter in March.<br />
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<strong>1. Plant a Flower Day (March 12):</strong> There’s no better way to celebrate spring than to plant flowers and encourage new growth. Are there any local events where families can plant flowers together? How about educational opportunities for children to learn about botany? Share this information with your clients.<br />
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<strong>2. Cleaning Gutters:</strong> Keeping your gutters clear of debris is essential to help prevent water damage. Remind your clients to clean their gutters out at least twice a year, once in the spring and once in the fall.<br />
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<strong>3. St. Patrick’s Day (March 17): </strong>Many celebrate this day by attending parades and guzzling green beer. While it’s fun to partake in the festivities, it’s also important to be safe. Encourage your clients to appoint a designated driver or take public transportation. You could also share family fun activities in your community that celebrate this holiday.<br />
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4. Coverage for Sporting Vehicles:</strong> With warmer weather on the way, people are dusting off their boats, ATVs, RVs, golf carts and other sporting vehicles. Does your agency write these policies? Let your clients know.<br />
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<strong>5. National Doctors’ Day (March 30):</strong> Take a moment to thank all the doctors out there who work to make the world a healthier place. Remind your clients to thank their doctors as well.<br />
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<strong>6. Flood Coverage:</strong> Now is the time of spring showers. Plus, hurricane season is around the corner. This makes it a good time to explain the benefits of flood insurance to your clients. Mention the 30-day waiting period so they know not to wait until a storm is looming.<br />
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<strong>7. Spring Cleaning:</strong> Many people take the time to de-clutter their homes this season. Do you have any organizational tips? How about recipes for cheap, safe cleaning solutions? Share your methods to make your clients’ lives a bit easier.<br />
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<strong>8. Springtime Lawn Care Tips: </strong>Greenery is reviving, and it’s time to get back into the yard and spruce it up. If you have a green thumb, share your favorite tips for maintaining a lush lawn.<br />
<strong><br />
9. Preparing for Tornadoes: </strong>March is the start of tornado season. Although the bulk of windstorms occur in the south, they can happen anywhere in the country. Offer tips for preparing a home emergency kit and taking cover if a tornado should occur in your area.<br />
<br />
<strong>10. Tips for Outdoor Exercise: </strong>The weather is starting to improve. So, people are starting to jog and bike outdoors again. Share some tips about your favorite activities, recommended clothing, staying hydrated and more.<br />
<br />
We hope these 10 content ideas help you get started on your <a href="http://www.getitc.com/!/insurance-agency-website">insurance agency website</a> blog and newsletter for March. Maybe you can even knock out some writing today!<br />
<br />
If you have more ideas, we’d love to hear about them in the comments section below.urn:uuid:712Get Organized with a Social Media Calendar - Agency Marketing BlogIs staying on top of your agency's social media posts getting the best of you. Get organized with a social media calendar.2015-02-20T09:51:36Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/479477325.jpg" alt="hand on calendar and laptop" longdesc="Is staying on top of your agency's social media posts getting the best of you. Get organized with a social media calendar." style="width: 250px; height: 160px; float: right; margin: 5px;" />As you know, posting content to your social media is an effective way to communicate with your clients and also helps with SEO. If you’re slacking on your social media duties, creating a social media calendar may help you get back on track. The ideal social media calendar will detail when, where and what you’ll post each day.<br />
<br />
If you’re ready to make your posting process a bit easier, follow these simple steps.<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><strong>Choose the Best Template for Your Agency</strong></blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">A social media calendar will keep you organized and provide your office with a backup plan in the case you’re out of the office. Because of this it’s best to choose a template that is shareable with others who may have a role in your social media marketing. Try picking a place to save it like on a shared drive on your agency’s network or as a One Note document. If you don’t want to create your own template, you can download our blank calendar or the 2015 version below. <br />
<br />
Blank<span class="Apple-tab-span" style="white-space: pre;"> </span>2015<br />
<a href="http://www.getitc.com/emailmarketing/iwbarticles/SocialMedia_Calendar_blank.docx"><img alt="" src="/images/blog/SocialMedia_Calenda_blank.docx.jpg" style="width: 175px; height: 137px;" /></a> <a href="http://www.getitc.com/emailmarketing/iwbarticles/SocialMedia_Calendar.docx"><img alt="" src="/images/blog/SocialMedia_Calendar.docx.jpg" style="width: 175px; height: 136px;" /></a><br />
</blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">If your agency uses both Facebook and Twitter, it's important to create separate schedules for both. Twitter is a less complex microblogging platform. On Twitter your posts can't be too elaborate or lengthy, so it is okay to tweet several times in one day. But with Facebook, you want to keep your posts to once per day so you aren’t a nuisance to your fans. </blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><strong>Pick the Best Content for Your Audience</strong></blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">Like all content, if you’re not speaking to your potential and current clients, it’s pointless. Start by outlining how many days a week you will post, then what type of content you want to use. While insurance will be your main focus, don’t be afraid to include other topics and themes. This will help personalize your agency’s social media pages. For instance, on Tuesday you may post your most recent blog post. On Thursday use the hashtag #ThrowbackThursday and share a photo of your agents at a past event. Then, on Friday post a reminder about an upcoming event. <br />
<br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><strong>Experiment, Experiment, Experiment</strong></blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">As you’re setting your schedule, experiment with different content and times. If a post published at a certain time received a higher amount of like or retweets, consider posting a few times a week at that same time. Facebook even has built-in analytics to help you see which posts got the most engagement and visibility. You can also see the time of day you had the most audience numbers online.</blockquote><br />
Now that you’ve created a calendar, you should have a more manageable schedule. And the good thing is your social media schedule isn’t iron-clad. If <g class="gr_ gr_13 gr-alert gr_gramm Grammar only-ins doubleReplace replaceWithoutSep" id="13" data-gr-id="13">certain</g> content isn’t working or a time isn’t doing well, revise it to better fit your agency your agency.urn:uuid:711Masters of Marketing -- The Importance of Consistent Branding - Agency Marketing BlogThe slides and recording of the February 19, 2015 Masters of Marketing webinar.2015-02-19T17:14:15Z2024-03-19T05:52:04ZIn today’s Masters of Marketing webinar, I discussed why it's important to stay consistent with all of your agency's branding. If you missed it, you can review the slides below.<br />
<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/44902739" width="476" height="400" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe><br />
<span style="font-size: small;">Join us for our next Masters of Marketing webinar on Thursday, March19th at 12 p.m. CST (1 p.m. EST, 11 a.m. MST, 10 a.m. PST). If you are not currently registered for Masters of Marketing, </span><a href="http://www.getitc.com/solutions/agency_marketing/webinar/" style="font-size: small;">you can do so here</a><span style="font-size: small;">. You can also follow the webinar on Twitter using the hashtag #MastersMktg.</span>urn:uuid:710Where is the Auto Insurance Market Heading? - Agency Rating BlogTechnology is changing the auto insurance market. Here is where ITC President Laird Rixford thinks the industry is heading.2015-02-18T08:51:27Z2024-03-19T05:52:04Z<img src="/images/blog/thinkstock/468492453.jpg" alt="woman sending a text message while driving" longdesc="Technology is changing the auto insurance market" style="width: 250px; height: 167px; float: right; margin: 5px;" />No seriously, I’m asking. While I often prognosticate about the future, this one has me thinking real hard. I have some ideas. I need the full picture. I think before I speak.<br />
<br />
So what are my preliminary thoughts? <br />
<br />
There are changes coming, and technology is at the forefront.<br />
<br />
<strong>
Cell Phones vs. Driving<br />
</strong><br />
With all the talk about the dangers of texting, and driving teens are being more careful. How you may ask? They are choosing texting OVER driving. I remember being 16 years old and begging for a car. Everyone I knew wanted one. We wanted to drive to attend social events. (Full disclosure, I had a cell phone at the time too. Just that, a phone. No texting. No smartphone. I had no distractions when I drove.) <br />
<br />
Fast forward to today. Kids can socialize though a myriad of apps. In fact, according to a Pew Research study, three out of four Millennials would rather have a cell phone than a car. I know parents with kids of driving age who have chosen a cell phone over a car and a driver’s license. All have said they can wait until they get out of college to start driving.<br />
<br />
Then how are they getting around without licenses and cars? There is always public transportation and friends. They can ride a bus, train or subway around and tap away on their phones without risk of a crash. But, the state of public transportation in many cities (including here in Dallas) is abysmal. What then?<br />
<br />
<strong>
Ride Sharing<br />
</strong><br />
Technology saves the day for the driverless. With apps such as Uber and Lyft people can get around cities easier than ever. These apps have made it easy to get a ride from point A and B without the hassle of a taxi. With rides anywhere literally at your fingertips, public transportation is no longer an issue.<br />
<br />
While ride sharing apps have come under recent scrutiny for security and licensing reasons, I think they are here to stay. Traditional cab and taxi services are starting to embrace this new technology. <br />
<br />
There have been many debates about the impact of ride sharing to the modern insurance agency. Should they have a commercial policy or does a personal policy cover the driver? That is one concern. Here is another. How does ride sharing impact drunk driving rates? When it is three taps on your cell phone to get a reasonably priced ride home, why not? Many companies pay for free rides after a business social event like a holiday party. Many friends of mine use Uber as a backup plan after a late night out. Most of the drivers will agree with that trend. I have talked to quite a few drivers about it. They think the real reason municipalities are cracking down is lost revenue from driving while intoxicated citations.<br />
<br />
<strong>
Driverless Cars<br />
</strong><br />
Why not just take the driver out of it altogether? This removes one of the concerns of ride sharing… rider safety at the hands of the driver. Now you can call an automated car to take you to any point on the map, all within the reach of your smart phone. This segment is growing with Google, Toyota, BMW, Ford, Tesla and others jumping into the driverless vehicle craze. We might even see dedicated lanes for driverless cars so they can zip around at highway speeds within mere inches of each other.<br />
<br />
<strong>
Safer Cars<br />
</strong><br />
Cars are getting safer. A <a href="http://www-nrd.nhtsa.dot.gov/Pubs/811825.pdf">2013 study by the National Highway Traffic Safety Administration (NHTSA)</a> found that compared to a new model vehicle (0-3 years old) you were 10% more likely to receive fatal injuries in a car that was 4-7 years old. The numbers get worse from there. Vehicles 8-11 years old were 19% more likely; 12-14 years old, 32%; and 15-17 years old, 50%. For vehicles that are 18 years or older, it increased to 71%.<br />
<br />
The improvements have come from stronger frames, better restraints and systems that sense or prevent an accident. This could decrease the cost of claims, which could further lower premiums.<br />
<br />
<strong>
Usage Based Insurance<br />
</strong><br />
While I’m at it, I might as well go ahead and throw in insurance based on how often and in what manner you drive. Some carriers have a sensor you plug in. What happens when you can tie it to an app? You can bet someone is already working on it.<br />
<br />
I have outlined a few of the factors that will influence not only how you quote and sell auto insurance to the new generation of drivers, but also how you market it. It is a brave new world with new players making a splash. Are you ready?<br />
<br />
I think we have a good direction on how we can help today’s agent grow in the new landscape. Keep tuned as we go at this together. In the meantime, what are your thoughts? Leave them in the comments below.urn:uuid:709Sell Me This Pen - Agency Rating BlogAre you selling to your prospects? Selling is something you do for someone. Focus on your prospects’ needs and not selling to them.2015-02-17T12:23:46Z2024-03-19T05:52:04Z<p><img style="margin: 5px; width: 250px; height: 167px; float: right;" alt="a pen" src="/images/blog/Thinkstock/495054813.jpg" longdesc="Next time you have a prospect in front of you or on the phone, focus on her needs and give her a pen. Don’t sell her one."></img>"I want each of you to sell me this pen." This is an old role playing technique that was brought back to fame recently in the film “The Wolf of Wall Street.”</p>
<p>Some consider Jordan Belfort to be the greatest sales coach of his generation. I disagree. He was great at selling <em>to </em>people. Selling is not something you do to someone; it is something you do <em>for </em>someone.</p>
<p>Most role playing teaches you how to sell to someone. It teaches you how to overcome objections. There should be no objections. <strong>There is only an unqualified prospect with uncertainty because of his lack of understanding of the solution or because both parties don’t agree on a value point.</strong></p>
<ol>
<li>They need it. </li>
<li>They understand the value. </li>
<li>They have a timeline to implement. </li>
<li>Price is not an objection. Price is a lack of them understanding the value.</li>
</ol>
<p>How would I sell the pen?</p>
<p>By asking questions, not talking about the pen. I need to know my prospect needs it, or I'm wasting his time and mine.</p>
<ol>
<li>Do you have a pen?</li>
<li>What kind do you have? </li>
<li>Have you been using pens long?</li>
<li>How much did you pay for your last pen?</li>
<li>What are you looking for in a pen? </li>
</ol>
<p>Now I sell the pen based on the information I gathered.</p>
<p>Next time you have a prospect in front of you or on the phone, focus on her needs and give her a pen. Don’t sell her one.</p>urn:uuid:7083 Agent Strategies for Competing and Succeeding in the Modern Market - Agency Marketing BlogFrom the keynote speaker for Agent Conference 2015, learn about three strategies that can help your agency compete and succeed in today’s market.2015-02-16T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/ScottG.jpg" alt="Scott G" longdesc="From the keynote speaker for Agent Conference 2015, learn about three strategies that can help your agency compete and succeed in today’s market." style="width: 250px; height: 375px; float: right; margin: 5px;" />HELLO, my name is Scott!<br />
<br />
We’ve never met, but I’ll be the keynote speaker at ITC Agent Conference 2015.<br />
<br />
I’ve been wearing a nametag 24/7 for the past 5,221 days. That’s about 15 years. More importantly, I’ve also made a career out of wearing a nametag. What started out as a silly experiment has evolved into a profitable enterprise. I travel around the globe as a writer, speaker, consultant, strategist, songwriter and filmmaker, educating people about approachability, identity, commitment and creativity.<br />
<br />
We’ll talk more about that in April. For now, here are three strategies for competing and succeeding in the modern market:<br />
<ol>
<li><strong>We have to be ready for the money that is waiting for us</strong>. Being religious about how you make your money is the quickest way to go out of business. Entrepreneurs need to give their little economic engine every possible advantage in the current postmodern landscape. A useful practice for doing so is conducting an ongoing product and portfolio analysis. Getting in the habit of constantly evaluating your personal buying continuum, always looking for new ways to create value for people. Because your clients will tell you how to sell to them. They <em>will </em>help you provide your craft with different avenues at different stages of your creative life. You just have to listen and let them lay track down in front of your train. <em>If you were your own client, what would you just love to have from you next?</em></li>
<br />
<li><em></em><strong>Send it to the gallows</strong>. Everyone starts by throwing spaghetti against the wall and seeing what sticks. In the absence of experience, that’s really the only way to uncover which path to pursue. We try things, we experiment, we listen to what wants to be written, and we move forward accordingly. But the mistake many of us make is, we forget to go back and clean up the old, crusty noodles off the floor. And the kitchen starts to smell foul, scaring away potential clients. McDonalds recently simplified their product line, removing more than eight items from their menu. Naturally, customers got upset. Nobody wanted to see their favorite value meal sent to the gallows. Especially those bacon ranch chicken fajita wraps. Deelish. But business is business. And corporate representatives explained that the company had no choice but to discontinue a number of products in an effort to increase service speed. That’s how fast food works. A confused mind never buys. My question is, how bloated is <em>your menu</em>? <em>When was the last time you discontinued all of your company’s superfluous, unsellable and outdated offerings?</em></li>
<br />
<li><strong>The polishing cloth atop a foundation of value</strong>. Uniqueness is an important starting point, but it can’t be the only point. It has to be the polishing cloth atop a foundation of value. When I first started giving speeches and conducting corporate training programs, I received an audience evaluation I’ll never forget. The comment on the feedback form put it perfectly. <em>Great nametag shtick, but is there anything behind it</em>? Ouch. I remember my stomach dropping the moment I saw those words on the page. Fortunately, that comment hurt my feelings just enough to light a fire under me and send me to work developing substance, not just delivering shtick. And now, more than a decade later, not a person in this world can look at my enterprise and make that same comment. I made certain of that. Proving that baseline remarkability isn’t enough. Style might get your foot in the door, but only substance will keep you in the room. <em>Are you remarkable but inconsequential?</em></li>
</ol>
<a href="http://www.agentconference.org">See you in April!</a><br />
<br />
<a href="http://www.nametagscott.com/">www.nametagscott.com</a>urn:uuid:707What’s in Release 6.0.38.22 of InsurancePro - Agency Management BlogThese are the enhancements that will be included in the next release of ITC's agency management system InsurancePro.2015-02-13T12:30:27Z2024-03-19T05:52:04ZThese are the enhancements that are included in the next release of agency management system InsurancePro (Release 6.0.38.22).<br />
<ul>
<li>Newer ACORD forms prefill more information </li>
<li>Added foreign license option in the drivers tab</li>
<li>Added the ability to drag and drop files into scans and documents</li>
<li>Added additional default coverage amounts </li>
<li>Added the choice of printing duplicate receipt for the agent and/or client on reprinting a receipt</li>
<li>Added number of pages on mailing labels</li>
<li>Violations will now come over when bridging from TurboRater</li>
<li>Corrected an issue with the form evidence of property insurance</li>
<li>Corrected an issue with emailing quote sheets</li>
</ul>
We have certified the below companies for downloads. <br />
<br />
For IVANS:<br />
<ul>
<li>Hanover/Allmerica Financial, NAIC codes 10212, 41840, 31534, 10714, 10176, 36064, 11705, 22306, 41602 for Auto and Home</li>
<li>Universal Risk Advisors, NAIC codes 10861, 13563 for Home</li>
<li>Olympus Insurance, NAIC code 12954 for Home</li>
<li>Security Mutual, NAIC code 15113 for Home</li>
<li>Federated National Holding, NAIC code 10790 for Home</li>
<li>Merchants Mutual, NAIC codes 23329, 12901 for Auto and Home</li>
</ul>
For NxTech:<br />
<ul>
<li>Augusta Mutual, NAIC code 28851 for Auto and Home</li>
<li>Sawgrass, NAIC code 13619 for Home</li>
</ul>
<a href="http://www.getitc.com/products/management/certified_company_list.aspx">View a complete list of companies and NAIC codes.</a>urn:uuid:706The Future of Email Marketing: Part 2 - Agency Marketing BlogIn this second part of our three-part series on the future of email marketing, learn about the six factors that affect your agency marketing.2015-02-13T09:11:39Z2024-03-19T05:52:04Z<a href="http://www.getitc.com/blog/marketing/2015/01/23/the-future-of-email-marketing-part-1"><img src="/images/blog/Thinkstock/522354611.jpg" alt="man walking" longdesc="the future of email marketing for insurance agency" style="width: 250px; height: 176px; float: right; margin: 5px;" />In Part 1 of our three-part series on The Future of Email Marketing</a>, we talked about four trends that will change the future of marketing: personalized email communication, the key to cross-channel marketing, integration with other marketing channels, and automated email campaigns.<br />
<br />
Despite having the best return on investment than any other digital marketing tool ($44.25 return for every $1 spent), people insist email marketing is dead. Here’s the truth. It is expected there will be 4.9 billion email addresses in the world by 2017. 91% of consumers use email at least once a day. It’s not dead. And it’s not going anywhere. <br />
<br />
Let’s explore six factors that can affect your agency’s email marketing in part two of this three-part series.<br />
<ol>
<li><strong>Strategy and Campaign Planning</strong> – Developing a great strategy is always a top priority in effective email marketing. My best advice when planning your strategy is to write all your ideas down. Even if you don’t think it is a good idea, write it down. These ideas may develop into something amazing as you continue brainstorming. <br />
<br />
Before putting your ideas into action, remember to think about what comes next. What you would like to see as the outcome of your email strategy? Describe your goals and how you’re going to achieve them. The magic is in reaching your goals and mapping them to the right email marketing results (click-through rate, conversions, etc.). Getting more opens is great. But did those opens lead to more conversions? Did those conversions lead to more new policies?</li>
<br />
<li><strong>Automated Campaigns and Marketing Automation</strong> - The adoption of email marketing automation is important and for good reason. If you automate the right type of campaigns they can garner good results, even with lower volumes. 78% of agency owners say automating emails was responsible for improving conversions and profits! WOO HOO! <br />
<br />
Picking the right campaigns to work is the most important step. You want to look for high impact, low time investment emails with an increase in activity of your subscribers. Think a birthday campaign is old fashioned, unimportant or corny? Not as long as it works! And believe me, it does. A simple birthday campaign adds a timely communication to all contacts on your list. </li>
<br />
<li><strong>Segmentation </strong>- Split up your database into groups by characteristics so you can send targeted messages. <br />
<br />
My Tip: Segmentation isn’t something you do because you can, or because it is the right thing to do to be successful. If there isn’t any added value to segmenting a specific mailing, save yourself some time, and don’t do it. Segmentation is not worth it if it doesn’t pay off in the end. Value comes first. An alternative would be to write a message that is appealing to many groups instead of being specific. Then segment your results by demographic. Send out the same email, but look at which groups respond best and to which themes and parts of your messaging. This will help you learn what excites each segment of your agency’s audience.</li>
<br />
<li><strong>Insights from Measurement and Analytics</strong> – I’ve said it a hundred times, but it’s worth repeating one more time. You can’t analyze or improve on what you don’t measure. Analytics goes beyond the number of clicks an email gets. Inside of AgencyBuzz there is a plethora of helpful statistics at your fingertips. As soon as emails are out the door, you can see real-time statistics telling you how many and which people opened, clicked, bounced and so on. <br />
<br />
<strong>A note on tracking your statistics</strong>: Email marketing programs track opens using images. When an email client downloads a specific image in your email, the download gets tracked and counted as an open. Some email clients like Gmail, do not download images from emails. If the user doesn't opt to download images from the email, it is possible the contact read your entire email sans images. This will affect your open rate because it won't count. Because of this, it is best to compare one complete campaign to another as opposed to checking each individual open. Besides, we’re looking at more than just opens. We want engagement, which gets tracked regardless of image downloads. <br />
<br />
My Tip: Go beyond the dashboard with each email you send and track the statistics yourself. Make a report each time you send an email or at a regular time interval if you send often. Write down:<br />
<br />
<span class="Apple-tab-span" style="white-space: pre;"> </span>1. What worked in this campaign? <br />
<span class="Apple-tab-span" style="white-space: pre;"> </span>2. What isn’t working?<br />
<span class="Apple-tab-span" style="white-space: pre;"> </span>3. What is still unanswered after looking over my stats? <br />
<br />
I used to work for the IIA before coming to ITC, and I used to do this all the time. With each email sent, I would create a short report. And this was before having something like AgencyBuzz. It allowed me to focus on what was important, what questions I needed to answer moving forward, and set a reminder of things I needed to fix. </li>
<br />
<li><strong>List / Data Quality</strong> - Growing your list into a bigger, more active audience is a great way to improve your email marketing. Data quality can be an issue. Are the people on your list still interested and the preferences they gave you two years ago still accurate? To keep your data up to date, scrub your lists. Contact your list once a year to update their preferences and interests. One more thing: <a href="http://www.getitc.com/blog/marketing/2014/11/26/the-easiest-way-to-ruin-your-email-marketing-efforts">Never buy lists of email addresses</a>. Never.</li>
<br />
<li><strong>Deliver Relevant Communication</strong> - The truth is, it is impossible to be relevant all the time to everyone. Make sure your emails have value that speak to the recipients. Knowing their needs will help you. Make your emails more valuable, or address more parts of your list. You will see more engagement from your clients. </li>
</ol>
In the third and final part of this series, we’ll talk about what the future holds for email marketing in the world of insurance.<br />
<em><br />
Have a question or comment? Leave it below.</em>urn:uuid:705Is Your Carrier a Partner of Your Agency? - Agency Marketing BlogLook for carriers who will be a partner of your agency and give you support and help with your agency marketing.2015-02-11T10:04:38Z2024-03-19T05:52:04Z<img src="/images/blog/164609348.jpg" alt="salt and pepper" longdesc="Look for carriers who will be a partner of your agency and give you support and help with your agency marketing." style="width: 250px; height: 167px; float: right; margin: 5px;" />You are an independent agent. You are not stuck with any one carrier. So don’t let any one entity affect the growth of your agency. Own your business. In insurance one of the ways you can own your business is to control your offering. You can do this through your selection of carriers.<br />
<br />
True, you cannot offer a product without your partner carriers. Notice the word partner? That is because it is how the relationship should be. In a partnership, you don’t just produce for them. They must also produce for you. <br />
<br />
Don’t just market for and get new business for your carriers on your own. Bring them into the mix. Ask for marketing help. Work with them to offer programs that meet the needs of your clients. After you ask for help, you’ll find the carriers that are true partners of your agency.<br />
<br />
You might find that while you have 20 plus companies, only eight of them are performing for you and even fewer are acting as partners.<br />
<br />
<strong>You’re a Consumer Too<br />
</strong><br />
Remember that carriers make money through your performance as an agent. The more quality policies you sell, the better they’ll do. Without you, the independent agent business owner, they have two choices… close or go direct. (More on that in a moment.) So they need to perform just as much as you do. By performance I mean all factors, including commissions, service and marketing support. If your carriers are not performing, cut them loose, just as your clients would do to you if you do not perform.<br />
<br />
<strong>Looking Forward<br />
</strong><br />
The landscape of insurance is transforming. Many lead providers, aggregators and carriers are making a strong push online. No one entity will fully disrupt the landscape. Every agency has a chance to compete. Make sure you and your partners are working together to tackle the future. Ask them about their outlook for the future. Are they investing in new technologies to help you compete better? Are they helping you compete online by giving you the ability to bind policies through your website’s online rater? If not, push them to do so. <br />
<br />
The next question you need to ask… are they positioning themselves to go direct online and compete with you? Do their direct rates severely undercut the price you offer? If so, it might be time to find a carrier that has your future in mind as well.<br />
<br />
<strong>Partners<br />
</strong><br />
At ITC we view our agents and carriers as partners. Without the carriers, we would not be able to provide rates to agents. Without agents, the carriers would not provide us the rates. So we need to work together. Your success is our success and in turn your carrier’s as well. Together we are an awesome pair. Let’s do something great.urn:uuid:704What a Neglected Blog Says About Your Insurance Agency - Agency Marketing BlogBlogging is important for your insurance agency website. But an abandoned blog can have a detrimental effect on your insurance website. 2015-02-09T08:48:01Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/451853437.jpg" alt="man walking n a field to an neglected house" longdesc="Blogging is important for your insurance agency website. But an abandoned blog can have a detrimental effect on your insurance website. " style="width: 250px; height: 167px; float: right; margin: 5px;" />Marketing experts tout the importance of blogging for an insurance agency website. And for good reason. Blogging helps with your search engine optimization strategy. Blogging helps to drive traffic to your website. Blogging shows your expertise. Blogging helps establish trust, which develops relationships.<br />
<br />
Wherever you heard it – at a seminar, on a blog like this one, from your insurance website vendor – you were motivated to start blogging for your agency. Maybe even committed to publishing one new post a week. Then it became harder to find a topic to write about. Or life got in the way. Or your enthusiasm waned. Or maybe some combination of all three. You started to publish a new post only every other week and then once a month. And it’s been many months since you last blogged. It’s not that big a deal, right?<br />
<br />
Wrong. You’ve neglected your blog, and that sends the wrong message. Here are the four messages your website visitors will get from your neglected blog. <br />
<ol>
<li><strong>You’re not an expert</strong><br />
<br />
When consumers are searching for an insurance agent, they are interested in more than the lowest price. If price was all they were looking for, they know exactly where to go. There is a marketing barrage they get every day about it. So you know if they come to your website, they are looking for more. They look on your website for signs that you are an expert who can help them. An abandoned blog will not convince them you are such an expert. You are telling them you don’t know much about insurance. That you don’t know much about what’s going on in the industry. That you don’t know how to solve problems. When your credibility as an expert takes such a hit, it’s hard to generate leads.</li>
<br />
<li><strong>You don’t care</strong><br />
<br />
To a consumer a dead blog says you don’t care. They’ll assume good service and their satisfaction are at the bottom of your priority list. An agency that blogs consistently and addresses comments connects with its clients. A dead blog prevents such a connection from growing or even beginning.</li>
<br />
<li><strong>You’re out of touch</strong><br />
<br />
Blogging is critical for SEO and driving quality traffic to an insurance agency website. You know this. Many experts have said it. <a href="mailto:http://www.getitc.com/blog/tag/blogging/">We’ve said it</a>. <a href="http://www.getitc.com/blog/marketing/2014/12/03/converting-more-insurance-website-visitors-into-leads">We have</a> <a href="http://www.getitc.com/blog/marketing/2014/11/05/tldr-the-shorter-the-better">many posts</a> <a href="http://www.getitc.com/blog/marketing/2014/08/27/how-to-keep-your-readers-engaged-with-your-blog-posts">about blogging</a>. So why would a modern agency ignore it? </li>
<br />
<li><strong>You’re going out of business</strong><br />
<br />
This is the most common impression someone will get from a deserted blog. This is why a deserted blog is worse than not having a blog at all. When consumers look at your blog and see the last post was months (or years!) ago, they just lost confidence in your agency. They will start looking for confirmation that you’re even in business. </li>
</ol>
If you were to look for agency marketing companies and one company had neglected their blog, how likely is it you would hire them to help you with your marketing? You wouldn’t. For any or all the reasons I mentioned above. <br />
<br />
Blogging is essential to your branding and agency marketing. If you don’t commit to it, not only are you wasting an opportunity to get ahead of your competition, you are also damaging your credibility. If you don’t have the time to blog yourself, get some help. Either with an agency marketing company, freelance blogger or hire someone to do it for you.urn:uuid:7033 Metrics to Measure Other Than Keywords for SEO - Agency Marketing BlogThere are more ways to measure your SEO efforts than how your insurance agency website ranks in search engine results. Here are three of them.2015-02-06T09:08:25Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/530976885.jpg" alt="SEO" longdesc="There are more ways to measure your SEO efforts than how your insurance agency website ranks in search engine results. Here are four of them." style="width: 250px; height: 188px; float: right; margin: 5px;" />Search engine optimization (SEO) is an important digital agency marketing strategy. Insurance agencies can use SEO to stay ahead of competition by increasing their visibility in search engine results. <br />
<br />
Using a specific set of keywords and tracking where an agency ranks in the results is an important part of a successful SEO strategy. But, it’s not the only metric worth tracking.<br />
<br />
Here is a list of three other important metrics you can assess to determine if your SEO is working for you.<br />
<ol>
<li><strong>Visits</strong><br />
<br />
Your SEO plan should focus on giving your insurance agency website greater visibility. As you improve in the rankings, you should start to see an increase in visits to your website. It will take time, so don't expect to see a huge increase every month. After a year of doing SEO, look at your website analytics to see if there was a rise in traffic from month 0 to month 12.</li>
<br />
<li><strong>Prospects</strong><br />
<br />
Tracking the leads you receive is important. If you don’t know where your leads are coming from, how can you make a fair judgment on what marketing is working? Quote forms and landing pages are a great way to get leads on your website. But you also need to know how that lead got to your website. Use Google Analytics to look at your traffic sources. Also, when you talk to a lead, ask how she found you. Did he find you in a search engine? Did she get an email? Did he see you at an event? Was she referred by a current client?</li>
<br />
<li><strong>Non-Primary Keywords</strong><br />
<br />
Those set of keywords I mentioned before aren’t the only keywords you will want to keep track of. Non-primary keywords are slight variations of your main keywords. For example, <em>Dallas insurance</em> and<em> insurance Dallas</em> may cause you to think a keyword isn’t working, when it is. </li>
</ol>
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
It is also important to watch your long tail keywords, which help attract more targeted traffic to your website. These set of keywords are more specified and detailed than your primary and non-primary keywords. For instance, instead of <em>Dallas insurance</em>, it will be keywords like <em>auto insurance agency near 75007</em>. <br />
<br />
</blockquote>
There are several ways to track your SEO campaign other than how your primary keywords are doing. By only tracking your primary keywords, you may miss out on other ways to increase your visibility. Try using these other metrics to help you get a better handle on your SEO campaign.urn:uuid:702Operation Agency Success: The Client Lifecycle - ITC VideosHow ITC automates your client lifecycle with insurance agency software and helps you turn a person who doesn't know you into a raving fan.2015-02-02T16:26:43Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="//player.vimeo.com/video/118128974?portrait=0&color=ff9933&camp;autoplay=1"><noframes><img alt="" src="/images/blog/OAS/OAS_image_02022015.jpg"></noframes></iframe><br />
<br />
How do you take a consumer who knows nothing about your agency and turn them into a raving fan? ITC's independent agency software automates an agency's client lifecycle. In our first video of 2015, Laird talks about who ITC is and how our products help you turn a person who doesn't know you into a client for life.<br />
<br />
<h2 class="subtitle">Articles on ITC Products</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2014/12/09/now-is-the-time-insurance-website-edition">Now is the Time: Insurance Website Edition</a><br />
<a href="http://www.getitc.com/blog/rating/2014/12/10/now-is-the-time-comparative-rating-system-edition">Now is the Time: Comparative Rating System Edition</a><br />
<a href="http://www.getitc.com/blog/management/2014/12/11/now-is-the-time-agency-management-system-edition">Now is the Time: Agency Management Edition</a>urn:uuid:701A Checklist for Building Your Insurance Website - Agency Marketing BlogIt’s easy to be overwhelmed when getting a new insurance agency website. Here is a checklist to guide you through the insurance website design process.2015-02-02T09:31:03Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/464548899.jpg" alt="checklist" longdesc="A Checklist for Building Your Insurance Website " style="width: 200px; height: 301px; float: right; margin: 5px;" />Building your insurance agency website can sound like a daunting task. There are a lot of little puzzle pieces to figure out, and you might start to feel overwhelmed.<br />
<br />
Have no fear. Here’s a handy checklist to help guide you from concept to a live website.<br />
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<strong>
Item One: </strong>Decide on a Design<br />
<br />
Whether you use a customizable template or build a custom website, you must consider how you want your insurance website to look.<br />
<br />
Ask yourself these questions:<br />
<ul>
<li>What colors do you want to use?</li>
<li>Where should the logo go?</li>
<li>How many photos and where should they go?</li>
</ul>
We advise our agents to stay close to their branding for their new website design. If your logo colors are red and blue, your website should be red and blue, not orange and green. <br />
<br />
<strong>
Item Two: </strong>Figure Out Your Functions and Features<br />
<br />
Now that you have your design, figure out what you want your clients to do on your insurance agency website. This will help you figure out which features are the most important. For example, if you want your website to generate leads, make sure quote forms are easy to find and complete. If you want to focus more on current clients, streamline how they make payments or file claims online.<br />
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Make your website helpful and easy to use. That way clients will come back more often and use your website as a reference tool. <br />
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<strong>
Item Three: </strong>Tweak and Adjust the Design<br />
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Once you see the first draft of your website, take a good long, hard look over all graphics. Don’t be afraid to make adjustments and request changes. The draft process is all about fine-tuning how everything looks and feels.<br />
<br />
While working on your proof website, it may be helpful to try some out of the box ideas. No one but you and your team will see the proof website. You never know what crazy idea might work amazing once it’s put on paper.<br />
<br />
Before moving forward, finalize your graphic elements and calls to action. This will help streamline the process.<br />
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<strong>
Item Four: </strong>Write Original Content<br />
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Your graphics are all set. Your new insurance website design has awesome calls to action, and your features are up and running. But what does your website say?<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2014/10/24/4-tips-for-writing-clear-content-for-your-insurance-website">Write content for your website that is relevant to your goals</a>. Search engines read your website. <br />
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Remember to mention insurance and other keywords so they can tell what you do and where you are. If you don’t it is harder to raise your rankings in search engine results.<br />
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<strong>
Item Five:</strong> Check and Double Check<br />
<br />
Proofreading and testing your website before it goes live is the most important step. <br />
<br />
Test every form on your insurance agency website to verify they go to the right address. Read your content, and fix any typos. Remove any and all filler copy, photos and graphics. Putting that one last level of polish on your website will help it shine.<br />
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<strong>
Item Six:</strong> Go Live!<br />
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When you’ve completed the first five steps, it's time to launch. You’ve put time and effort into producing your insurance website. Now it’s time to put it on display and allow it serve its purpose.<br />
<br />
Designing your new website can be a fun process if you allow it to be. If you follow this checklist, you’ll be more organized and finished before you know it.urn:uuid:7005 Design Trends to Make Your Insurance Agency Website Better - Agency Marketing BlogTo improve your insurance website design, try using these five design trends. They can make your insurance website better.2015-01-28T08:53:14Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/179462535.jpg" alt="The number 5" longdesc="To improve your insurance website design, try using these five design trends. " style="width: 250px; height: 250px; float: right; margin: 5px;" />Thanks to the increase in smartphones over the past five years, more people are accessing the Internet on multiple platforms. Because of this development, your insurance website design has to be user friendly. Here are five major website design trends you should adopt. <br />
<br />
<strong>Mobile Website<br />
</strong><br />
With mobile devices taking over, it makes sense for your insurance agency website to be mobile friendly. Such a website will automatically detect a mobile device and display the appropriate website.<br />
<br />
Your mobile website should be finger friendly and include click to call and click to map. You can even include quote and customer service forms for your clients’ convenience.<br />
<br />
<strong>Flat Design<br />
</strong><br />
Flat design is taking over the design world with no remorse and no signs of slowing down. Say goodbye to all those bevels, gradients and textures. Say hello to beautiful, clean and simple design. Designers are now adding more subtle shadows to make certain website elements stand out more. They are also repeating elements to create a subtle pattern to fill plain whitespace. <br />
<br />
<strong>Use of Scrolling <br />
</strong><br />
It’s easy to click to navigate on a desktop computer. But when using a smartphone or tablet, users find it easier to scroll to navigate. Scrolling combined with a mobile website ensures your visitors have the best user experience.<br />
<br />
<strong>Less Text <br />
</strong><br />
The phrase “less is more” also applies to content. Consumers are usually in a hurry to find the information they want, so it’s up to you to provide it as quickly as possible. This information can be actual stats or figures, or it can be a story you wish to share. Either way less text is more when it comes to insurance website design. It is far easier to take in an image or video than it is to pinch-zoom text on a mobile device.<br />
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I’m not saying remove all the content from your website. You need content because it is important for SEO. But, make sure the content you do have is both detailed and vital.<br />
<br />
<strong>Fonts <br />
</strong><br />
The use of fonts past the boring Arial or Helvetica that come with your word processor is also important for content readability. The availability of typekits, such as Adobe Typekit or Google Fonts, has helped website design. Designers no longer have to worry about the quality of typefaces, sources or licenses. Whatever font a designer wants is now in one place at the click of a mouse.<br />
<br />
Most, if not all, design trends are heavily influenced by the changing needs of the mobile market. Consumers want something that's faster and more reliable but also pleasing to look at. To do this, designs themselves are flatter and mobile friendly. They use less text and more imagery. Fonts are considered carefully for content readability. <br />
<br />
All these elements work together. By using each design trend, you can have a better, more user-friendly insurance agency website.urn:uuid:699Behind the Scenes: Adding Rates to a Comparative Rater - Agency Rating BlogA behind the scenes look and former agent’s perspective on how a carrier’s rates gets added and updated in the comparative rating system TurboRater.2015-01-27T08:52:37Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/178079053.jpg" alt="gears" longdesc="A behind the scenes look and former agent’s perspective on how a carrier’s rates gets added and updated in the comparative rating system TurboRater" style="width: 250px; height: 167px; float: right; margin: 5px;" />Agents need to trust the rates they receive from their comparative raters are accurate. Otherwise, the agency’s workflow and productivity suffers. Every work day independent agents rely on TurboRater to provide them with accurate rates for multiple insurance companies at once. Have you ever wondered how those rates get in your comparative rating system? Have you ever thought to yourself, “I wonder how TurboRater does it?”<br />
<br />
To some agents how the rates get added to a comparative rater is not the question at the top of their minds on a busy day. But maybe from time to time you have wondered. <br />
<br />
While we wish there was a magical button to update every carrier’s rates, one does not exist. The task of adding and updating rates is not as easy as you might think.<br />
<br />
ITC has a comprehensive system in place to ensure agents get quick and accurate quotes. Many members of the TurboRater team have an insurance background, either as an agent or an owner. The newest addition to the TurboRater family is former agency owner Mariela Carralero. <br />
<br />
Carralero’s job as a quality assurance specialist at ITC involves testing rate and other changes in TurboRater. She sees daily the amount of work it takes to add and update a carrier’s rates to TurboRater. “I now have a greater appreciation for the hard work ITC does. It takes an immense amount of work, attention to detail and knowledge to make sure the rates in TurboRater are correct,” said Carralero.<br />
<br />
The production department works with each carrier to ensure their rates are always up-to-date. This team tests and verifies the accuracy of every detail before releasing a new carrier’s rates in TurboRater. Testing can take anywhere from a few minutes to a few days. For example, when a company requests changes to factors like territories or driver class, it can take hours. <br />
<br />
“It’s been a cool experience to see the pride this team has in their work. This isn’t just a job to us. We take our work seriously and personally,” said Carralero.<br />
<br />
Before joining ITC, Carralero didn’t realize how extensive the programming and testing process is. She thought it was as simple as ITC just posting the rates. Now being a part of all the hard work, Carralero wishes she could’ve seen it beforehand when working as insurance agency owner. <br />
<br />
The next time you log in to TurboRater, take a moment to remember our talented production department. Each member takes extreme pride in knowing the work he or she does makes your job as an independent agent a little bit easier.urn:uuid:69810 February Topics for Your Insurance Website Blog - Agency Marketing BlogDon’t let your insurance website blog sit idle. Use one of our 10 topics to blog on your insurance agency website in February.2015-01-26T08:59:25Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/457370753.jpg" alt="child playing in the snow" longdesc="Don’t let your insurance website blog sit idle. Use one of our 10 topics to blog on your insurance agency website in February." style="width: 250px; height: 167px; float: right; margin: 5px;" />Stumped on topics for your agency’s marketing content? Writer’s block is no excuse to not send your monthly newsletter or to leave your blog idle. Here are 10 ideas to write about for your agency’s blogs and email newsletters in February 2015.<br />
<ol>
<li><strong>Groundhog Day (February 2)</strong>: Every year people are hopeful winter will come to a quick end. But, the groundhog could see his shadow, and we bundle back up. Cheer up your clients by sharing some of your favorite things about winter, like hearty meals or cold weather activities.</li>
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<li><strong>Valentine’s Day (February 14)</strong>: Do you have ideas for the perfect romantic evening? Perhaps a nice restaurant or a delectable meal to prepare at home? Share them with your clients. You could also turn it into a contest by asking your clients to submit their favorite Valentine’s Day dates. Best idea gets dinner for two.</li>
<br />
<li><strong>Fireplace Safety</strong>: If you’re in a colder climate, it’s still peak fireplace season. Remind your clients about fireplace safety, like using the right type of wood or disposing of ashes to reduce the risk of a house fire.</li>
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<li><strong>Hot Beverage Recipes</strong>: What’s more satisfying on a cold winter day than a nice, warm beverage? Share your favorite hot chocolate or tea recipe with your clients so they can enjoy the sweet warmth as well.</li>
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<li><strong>Taking a Home Inventory</strong>: Your clients may be under- or over-insured if they haven’t taken a home inventory. Show your value as an independent agent and help them pay for the right amount of coverage. Walk them through the steps of creating a home inventory.</li>
<br />
<li><strong>Car Washing in Winter</strong>: Wintertime is the most important time to keep cars clean. Road salt and sand can corrode the undercarriage and paint job of cars. Remind your clients to wash their cars regularly throughout the season.</li>
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<li><strong>Local Indoor Events</strong>: Being stuck indoors during the winter doesn’t mean being stuck at home. Write a list of local indoor events, from museum exhibits to concerts that your clients can attend for a change of scenery.</li>
<br />
<li><strong>Shopping for a Marina</strong>: For those who wish to buy a boat in the spring, now is the time to shop for a marina before the slips are full. Provide tips on choosing the right marina. Also, explain the basics of boat insurance to help clients protect their investments.</li>
<br />
<li><strong>Annual Coverage Review</strong>: It’s in your clients’ best interests to review their coverage every year. Remind them that your agency is available to assist with this process to ensure they receive the best deal possible.</li>
<br />
<li><strong>Prepping RVs for Spring</strong>: For those in warmer climates, warmer weather is around the corner. Your clients may be itching to hit the road in their RVs, so offer some tips on prepping an RV for another fun season of travel and camping.</li>
</ol>
Is your writer's block cured? We hope so! Pick your favorite topic, and get started on your agency blogs and newsletters for February. <br />
<br />
<em>
Can you think of any other seasonal topics? Share your ideas in the comments section below.</em>urn:uuid:697The Future of Email Marketing: Part 1 - Agency Marketing Blog In the first part of our three-part series on the future of email marketing, learn about four trends that will impact agency marketing this year and beyond.2015-01-23T09:01:05Z2024-03-19T05:52:04Z<h2 class="subtitle"><strong><img src="/images/blog/Thinkstock/184052936.jpg" alt="keyhole" longdesc="The Future of Email Marketing: Part 1" style="width: 250px; height: 200px; float: right; margin: 5px;" />Still Kicking After All These Years</strong></h2>
<br />
Email marketing gets a bad rap. It has a reputation for being a bit boring as a direct response channel. Every year it seems to be on the verge of death at the hands of the latest digital communication tool touted as The Future of Messaging. Yet, we’re still here. <br />
<br />
Email marketing continues to trudge on, and it still ranks as the highest ROI among all digital marketing tools. <br />
<br />
Despite the constant death threats, companies attributed 23% of their sales to email marketing in 2014, which is up 18% from 2013. So what can we look forward to in email marketing’s future? Mobile optimization, personalization and better segmentation to name a few. Let’s start with four trends that will change the future of marketing. <br />
<br />
<strong>
Personalized Email Communication</strong><br />
Email service providers (ESPs) and third party products can filter the information that goes into consumers' inboxes. Because of this, consumers are choosey about the content they engage with. <br />
<br />
Marketers have recognized that untargeted email blasts email have lost their effectiveness. They're experimenting with personalizing email content to better fit their audience’s interests and demographics. For example, young adults who rent are not interested in home insurance. But, renter’s insurance would make a good email marketing topic for them.<br />
<br />
<strong>
The Key to Cross-Channel Marketing</strong><br />
Facebook and Twitter have developed targeting methods called Custom Audiences and Tailored Audiences. By using the email lists you’ve already built, these platforms allow marketers to send targeted ads to your users. This way, you don't have to spend your entire advertising budget on demographic or geo-targeted ad buys.<br />
<br />
These features create opportunities to send targeted ads to users in any way deemed fit. It can be broad like send to all the users on my newsletter list or specific like customers who have bought a product within the last 48 hours.<br />
<br />
The key here is using the email address as an identifier to engage with clients on different channels. Why? Most consumers use their email addresses to sign up for websites and online activities. We expect to see more platforms adopt using the email address as the identifier because of this. <br />
<br />
<strong>
Integration With Other Marketing Channels</strong><br />
Custom and tailored audiences are an example of how businesses will integrate email. Yet, marketers seem to think there is plenty more on the horizon in relation to integration. What this integration will look like though is yet to be seen. <br />
<br />
There are many significant challenges to integrated marketing and some may be easy to address and solve. Those issues like strategies, databases integrations, and process and cultural changes may be longer.<br />
<br />
It’s clear integrating email with other marketing channels may be too ambitious to happen in 2015. But, over the next five years it is a possibility. <br />
<br />
<strong>
Automated Email Campaigns </strong><br />
Automation technology has been around for some time. But most agencies fail to maximize its potential by using only a handful of automated triggers.<br />
<br />
We'll see more automated campaigns as email integration grows and agencies become more time-starved.<br />
<br />
In part two we'll discuss six important factors that will impact the future of email marketing.<br />
<br />
<em>
Got a question about these trends or email marketing? Leave a comment below.</em>urn:uuid:694How Internet Marketing is Like Flying - Agency Marketing BlogLike flying there are forces at work that influence your digital agency marketing plan. Learn what these forces are and how to control them so you soar.2015-01-21T11:26:00Z2024-03-19T05:52:04Z<img src="/images/blog/Airplane.jpg" alt="airplane" longdesc="flrying and internet marketing are alike" style="width: 250px; height: 177px; float: right; margin: 5px;" />There is a joke… How do you know someone does Crossfit? They tell you. The same holds true for pilots. We love to fly. We love to talk about it. It is one vice that gets you literally, not figuratively, high. Every free thought I have is about the next time I get to fly. When you combine that with my second most frequent thought, Internet marketing, they will eventually coalesce into one great idea. Internet marketing is just like flying.<br />
<br />
<strong>Four Forces of Flight<br />
</strong><br />
There are four forces at work during flight: weight, thrust, lift and drag. These same four forces are at work as you build your online presence. Once you can control these forces, your online dreams will soar above and beyond the clouds.<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong><em>Weight </em></strong><br />
Before you even get into a plane, you must check the weight and balance. Are you too heavy to take off? Are your technologies and processes ready for flight? Are you physically, mentally and emotionally able to fly? This is your reality check. <br />
<br />
To be ready for online marketing, you need to make sure your agency is light and nimble. Are you able to quickly respond to the ever changing needs of today’s insurance customer? What about technology? Do you have an insurance agency website that provides quality content, customer service, online quoting, and online purchasing? What about a proper lead management solution? Finally, do you have a documented and repeatable follow-up process that includes automated drip email marketing with a phone marketing process? <br />
<br />
If so, preflight is complete. Time to start the engine.<br />
<br />
<strong><em>Thrust</em></strong><br />
Without thrust you are motionless. Without forward motion you are not able to generate the necessary airflow past the wings. How do you achieve forward motion? You need an engine of course. The four engines of your online marketing campaign are search engine placement, social media, email marketing, and pay-per-click. <br />
<br />
Search engine placement includes the optimization of your insurance website. You want to be well indexed by the search engines in the organic and local search listings. <br />
<br />
Next comes social media. You need to be on Facebook, Google+, LinkedIn and Twitter. Having a page is not enough. You need to engage your followers. You need to post regularly. You need to post about topics besides insurance. Keep it interesting. Reach out. Be social.<br />
<br />
Email marketing is one of the most important things on your checklist. It allows you to market not only to prospects but existing clients. If you are not doing email marketing now, you are missing out. <br />
<br />
Your last engine is search engine marketing or pay-per-click (PPC). PPC places an ad in the search results when a consumer searches for your targeted keyword. While expensive, when it is used correctly, you can fill in the holes of your existing strategy and move forward in a hurry.<br />
<br />
Just as you would not fly on one or two engines, neither should your Internet marketing plan. They all need to work in concert to achieve maximum thrust.<br />
<br />
<strong><em>Lift</em></strong><br />
The thrust you have applied has turned into momentum. This forward motion has overcome the overhead of running your business (weight). You are up. Stop applying thrust, and you coast at best. Most likely, you will start to descend. As with flying you must always be moving forward to achieve the upward trajectory of your dreams and success.<br />
<br />
<strong><em>Drag</em></strong><br />
Drag is an inevitable consequence of flight. The wings produce induced drag while the airframe creates parasite drag. In business, drag is what holds you back. Included drag is what you do to yourself through your everyday actions. How do you limit your own growth? Are you not putting in the effort to continue moving up? When you make a change how does it affect your business? <br />
<br />
Competitors, employees and other factors outside your control can cause parasite drag. When parasite drag happens, you must act quickly to mitigate the effect it has on your plan. This is where being light and nimble will pay off.<br />
<br />
</blockquote><span style="font-size: 13px;">Just as four forces apply to flight, they apply to your agency marketing plan. Stay aware of them; learn how to handle them properly. And, you will soar.<br />
</span><br />
<strong>Always Learning<br />
</strong><br />
Every time I go up in a plane, I learn something new. The same holds true for Internet marketing. Each day offers a new opportunity. With each new opportunity, you have a new direction to fly in. <br />
<br />
Stay current on marketing trends. Read blogs, industry articles, attend networking events, and research your competitors. When you do, you will make sure you are the right pilot for the job.<br />
<br />
<strong>Making the Investment<br />
</strong><br />
Just like flying, investing in an Internet marketing plan is expensive. You need a plane. You need to maintain it with regular and ongoing maintenance. You need fuel to feed those engines. Are you ready to make the investment? If not, don’t try to fly just yet. Stay on the ground until you’ve hit all points on the pre-flight checklist.<br />
<br />
Fly safe!urn:uuid:692Getting Started with Search Engine Optimization - Agency Marketing BlogIf you’re starting to use search engine optimization to improve the visibility of your insurance agency website, here are the five SEO basics you need to know.2015-01-19T08:46:05Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/186656351.jpg" alt="webpage" longdesc="Getting Started with Search Engine Optimization" style="width: 250px; height: 250px; float: right; margin: 5px;" />Whether your agency is just starting out or is well established, you will face competition. No matter how pretty your insurance agency website is, you will face competition. Especially in the search engine results.<br />
<br />
Consumers are starting their shopping online. Many may still prefer to contact you directly to buy a policy, but you still should consider every person who lands on your website a potential client. The entrepreneur in you should focus on funneling these prospects towards a sale or leaving them with a sense of security about your services. With this goal in mind, you should understand the importance of search engine optimization (SEO). <br />
<br />
Your insurance website should inform your visitors of the lines of business and great service you offer. To do so, you need some form of marketing and SEO to help improve the reputation of your website and its visibility in the search engines. We have written many blog posts on the factors that contribute to your SEO. You can catch up below.<br />
<ul>
<li><span style="font-size: 13px;"><a href="http://www.getitc.com/blog/marketing/2010/03/25/on-site-optimization">On-site optimization</a></span></li>
<li><span style="font-size: 13px;"></span><span style="font-size: 13px;"><a href="http://www.getitc.com/blog/marketing/2010/03/26/off-site-optimization">Off-site optimization</a></span></li>
<li><span style="font-size: 13px;"></span><span style="font-size: 13px;"><a href="http://www.getitc.com/blog/marketing/2010/03/31/how-to-choose-a-main-keyword-phrase">Keyword research</a></span></li>
<li><span style="font-size: 13px;"></span><span style="font-size: 13px;"><a href="http://www.getitc.com/blog/marketing/2015/01/12/google-cheat-sheet-to-help-your-digital-agency-marketing-efforts">Google’s tools</a></span></li>
<li><span style="font-size: 13px;"></span><span style="font-size: 13px;"><a href="http://www.getitc.com/blog/tag/content/">Content, content, and more content</a></span></li>
</ul>
For those just embarking on the SEO journey, it can get long and complicated. But don’t get intimidated. I’ve condensed the basics down to five main points. Think of it as a roadmap with a few golden rules to get you started. <br />
<ol>
<li><span style="font-size: 13px;">Keep your strategy simple, and use free tools like Google Analytics… Especially when starting out. </span></li>
<li><span style="font-size: 13px;"></span><span style="font-size: 13px;">Use Google’s <a href="http://adwords.google.com/KeywordPlanner">Keyword Planner</a> tool to build off of your own ideas for keywords.</span></li>
<li><span style="font-size: 13px;"></span><span style="font-size: 13px;">Complete your <a href="http://www.getitc.com/blog/marketing/2010/03/29/how-to-optimize-your-seo-settings">title tag and meta description</a>. Also, get an understanding on how these elements help optimize your website in the search results.</span></li>
<li><span style="font-size: 13px;"></span><span style="font-size: 13px;">Make sure your <a href="http://www.getitc.com/blog/marketing/2014/01/02/how-to-make-the-most-out-of-google-local-search-part-i">business listings</a> are accurate. Conflicting information can make a consumer lose confidence in you.</span></li>
<li><span style="font-size: 13px;"></span><span style="font-size: 13px;">Commit to creating and updating the <a href="http://www.getitc.com/blog/marketing/2013/05/10/simple-content-changes-to-help-boost-seo-efforts">content on your insurance agency website</a>. Consider <a href="http://www.getitc.com/blog/marketing/2013/06/11/writing-for-the-web">fresh content</a> an investment in your marketing and optimization efforts.</span></li>
</ol>
With these tips and a little patience, your website may begin to show up in search results with a proper appearance much like this:<br />
<br />
<img alt="" src="/images/blog/ITC%20Google.jpg" style="width: 400px; height: 132px; vertical-align: middle;" /><br />
<br />
Keep in mind, this list is just a starting point. There are many more layers to peel back with SEO. Once you have the basics down, feel free to move on to <a href="http://www.getitc.com/blog/marketing/2012/10/29/earning-backlinks-vs-building-them">link building</a> and <a href="http://www.getitc.com/blog/marketing/2015/01/12/google-cheat-sheet-to-help-your-digital-agency-marketing-efforts">monitoring your analytics</a>. <br />
<br />
If you don’t remember anything else about SEO, remember to keep it simple and keep it going. Never let your insurance website get stale. You can always check our blog for an assortment of <a href="http://www.getitc.com/blog/tag/seo/">SEO tips and topics</a>.urn:uuid:691You Got A Bad Online Review. Now What? - Agency Marketing BlogA negative review is not the end of the world. Here’s what you should do in your agency marketing if you get a bad review to turn a negative into a positive.2015-01-15T17:51:09Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/482429543_woman_computer_unamused.jpg" alt="woman looking unamused" longdesc="You got a bad review on your insurance agency social media page. Now what do you do?" style="width: 250px; height: 167px; float: right; margin: 5px;" />As a business owner, reputation is a major component in the future success of your agency. When consumers have a good experience, they will tell their friends and family about the service they received. If they had a bad experience, they won’t come back and will still tell others. <br />
<br />
Word of mouth is not new to marketing. People have always talked about their good and bad experiences. The difference is that in today’s digital world those experiences can reach a lot more people thanks to the reach of the Internet. <br />
<br />
When researching products and services online, especially a local business, we look for reviews first. Online review platforms like Google, Yelp and Facebook allow consumers to rate and share their experiences with local businesses. <br />
<br />
While you can’t control these third-party review websites, they are important to your online presence and reputation. Remember that you may on occasion get a negative review. That’s okay. There are some things you can do to salvage the situation.<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><strong>See It From Their Point of View<br />
</strong><br />
No one knows your agency more than you. If a client writes a bad review stating you gave her bad service, try to put yourself in your client’s shoes before you answer. Whether the service was bad or not, it’s best to empathize with your client to help make her experience better.<br />
<br />
<strong>No Matter What… Respond<br />
</strong><br />
Once you’re alerted of a bad review, respond. Being unresponsive will only leave an even worst taste in the mouth of the person who wrote the review and to those who see it. <br />
Leave your response on the bad review itself so it is clear that you’re handling the situation. Also, be aware of your tone. No matter if you’re fuming hot, you need to convey a friendly and professional tone when replying. In other words, kill ‘em with kindness. If you’re really mad, take a little bit of time (but not too much) to cool off before you respond.<br />
<br />
<strong>Move the Conversation from Public to Private<br />
</strong><br />
After you’ve publicly responded, it’s time to privately contact the client. Try reaching him or her by phone, email or direct message if on social media. Reaching out to the clients who left a bad review shows you care and can go far in repairing a damaged relationship.<br />
<br />
<strong>Cover the Bad With the Good<br />
</strong><br />
Now that you’ve fixed the problem, you need to focus on getting rid of the negative review that is rearing its ugly head. You shouldn’t try remove the review, but you can move it down the page a bit. How? Ask your happy clients to leave their own positive experiences on the review website. <br />
The best way do this is with an email campaign. This helps you move the bad review down and show off why your clients love doing business with you.</blockquote><br />
Remember, a negative review is not all bad news. If you only get positive reviews, it can look like you paid for those comments. But an occasional negative review that you have responded to adds credibility to your positive ones.<br />
<br />
Have you had experience with managing a bad review and have something to add to this list? Comment below. urn:uuid:695Masters of Marketing: 5 Digital Marketing Trends for 2015 - Agency Marketing BlogThe slides and recording of the January 15, 2015 Masters of Marketing webinar.2015-01-15T12:14:00Z2024-03-19T05:52:04Z<span style="font-size: 13px;">In today’s Masters of Marketing webinar, I discussed five of the hottest digital marketing trends you should know for this year. If you missed it, you can</span><span style="font-size: 13px;"> review the slides below. </span><span style="font-size: 13px;"> </span><br />
<br />
<iframe src="//www.slideshare.net/slideshow/embed_code/43749585" width="476" height="400" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe>
<br />
<span style="font-size: 13px;">Join us for our next Masters of Marketing webinar on Thursday, February 19th at 12 p.m. CST (1 p.m. EST, 11 a.m. MST, 10 a.m. PST). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.</span>urn:uuid:690Does Your Insurance Website Cater to Gen X and Gen Y? - Agency Marketing BlogYoung insurance shoppers don’t always choose insurance based on price. Why an insurance website design that appeals to younger generations is important.2015-01-14T12:01:07Z2024-03-19T05:52:04Z<img src="/images/blog/GenYX.jpg" alt="Gen X and Gen Y" longdesc="Does Your Insurance Website Cater to Gen X and Gen Y?" style="width: 250px; height: 105px; float: right; margin: 5px;" />According to a recent website study*, Generations X and Y are less likely to select the lowest-priced insurance brand compared to the Boomer generation. This is surprising for many. However, as someone who sits on the cusp of Generation X and Generation Y… it defined my own buying persona.<br />
<br />
As part of the younger generation, I often do not buy based upon just price. The study agrees. Younger shoppers looking for insurance want more. They are looking for a more attractive, easier to navigate website that allow them to buy insurance on their own terms. <br />
<br />
The study also says Generation Y shoppers are more concerned about understating what they are buying. They want the information communicated in a clear and intelligible way.<br />
<br />
“The process of getting insurance quotes can be complex for shoppers; and for those unfamiliar with insurance terminology, it can be quite difficult and frustrating,” said Jeremy Bowler, senior director of the global insurance practice at J.D. Power. “Insurers that provide a user-friendly, informative experience can make the process less intimidating and help improve the overall website shopping experience.” <br />
<br />
While the study focused on large direct insurers, the lessons learned can also apply to agencies. <br />
<br />
Large carriers and direct writers spend millions in research to tweak their websites to maximize the conversion rate for all generations. Take advantage of that research. See how their layout and navigation invite visitors deeper into their website. <br />
<br />
Review how they lay out their information. Read it. Is it easy to understand for someone NOT in the insurance industry? When you open your insurance agency website side by side with a carrier, how does it compete? Show some friends and family. What do they think? <br />
<br />
If you don’t like the answer, then now is the time for you to step up your online presence. You have a lot of competition. There are the existing carriers and agencies. There is also new competition from other industries like technology and large retailers that will be vying for the same consumers as you.<br />
<br />
Are you an existing Insurance Website Builder customer? Did you know you can upgrade the look and feel of your website? Design trends change. Your insurance agency website should change with them. Call us at (800) 383-3482 to get started.<br />
<br />
<a href="http://www.jdpower.com/press-releases/2014-insurance-website-evaluation-study"><em>* J.D. Power’s 2014 Insurance Website Evaluation Study (IWES)</em></a>urn:uuid:689Google Cheat Sheet to Help Your Digital Agency Marketing Efforts - Agency Marketing BlogNeed help determining which Google products are best for your digital agency marketing efforts? Here’s the list you’ve been looking for.2015-01-12T08:42:25Z2024-03-19T05:52:04Z<img src="/images/blog/google_products.jpg" alt="Google Products list" longdesc="Google Cheat Sheet to Help Your Digital Agency Marketing Efforts" style="width: 250px; height: 205px; float: right; margin: 5px;" />Google offers many products and services to help business owners with their online marketing. Here’s a rundown of the most popular ones and you can use them in your digital agency marketing efforts.<br />
<br />
<strong>Google Analytics</strong><br />
This powerful tool allows you to track and monitor the traffic and conversions on your insurance agency website. Here are a few examples of the statistics you can learn in Google Analytics: <br />
<ul>
<li>Number of visits to your website</li>
<li>Type of visitors</li>
<li>Source of the visits, including search engines, a referring site, direct traffic</li>
<li>Location of visitors</li>
</ul>
Knowing these statistics will help you make better decisions when creating your marketing campaigns. <br />
<br />
For Insurance Website Builder customers, it’s easy to connect Google Analytics to your website. Here are the <a href="http://support.insurancewebsitebuilder.com/support/iwb/afmmain.aspx?topicid=&faqid=&question=">instructions for Insurance Website Builder customers.</a><br />
<br />
<strong>Google Webmaster Tools</strong><br />
Using Google Webmaster Tools helps you keep track of the health of your website. Are Google's crawlers and bots able to visit your website? Do you have any errors on your website? How about spammy or low quality backlinks? You can find answers to all these questions and more with the help of Google Webmaster Tools. You can even check rankings of keywords that people used to find your website. <br />
<br />
Webmaster Tools and Analytics are the most important Google products to business owners. <a href="http://www.getitc.com/blog/marketing/2014/10/20/how-to-get-around-not-provided-in-your-insurance-website-analytics">When used together these tools help build your brand.</a><br />
<br />
<strong>Google My Business (formerly Google+ Local and Google Places)</strong> <br />
Google My Business is the place where you can manage your local and social presence for all Google products. <br />
<br />
Using Google My Business you can do the following:<br />
<ul>
<li>Create and track visits to your local listings page</li>
<li>Integrate with Google Analytics to see the amount of visits from your local listing page to your main insurance website</li>
<li>Connect your business social media pages</li>
<li>Allow customers to post reviews</li>
</ul>
Reviews posted by customers are invaluable to your SEO efforts. They contribute to where you rank on search engine results pages (SERP).<br />
<br />
<strong>Google Plugins</strong><br />
Google makes it easy to share your local listing pages on your website and blogs. You can use plugins to add badges, +1, or Follow buttons so your clients can connect to your social media pages with one click. <a href="https://developers.google.com/+/web/">See all the plugins Google offers here.</a><br />
<br />
<strong>Google AdWords</strong><br />
AdWords is Google's pay-per-click (PPC) advertising product. You can buy ad space on Google’s SERP by bidding on specific keywords or phrases.<br />
<br />
Depending on the keywords, bids can go from a few cents per click to $20-$30 per click. If managed properly, pay-per-click can be a fast way to get visibility for your website. You can set strict budget restrictions on campaigns, which helps control costs. <br />
<br />
It's important to remember AdWords isn't for every agency. You should conduct research before setting up any campaigns. Identify the keywords you're bidding on. Then determine whether you can compete with big companies like Geico, Progressive and State Farm.<br />
<br />
There you have it! A list of the many products and services Google provides for business owners to use in online marketing, most of which are free. I recommend making as much use of them as possible.<br />
<br />
<em>Got a question about any of these Google products or services? Leave a comment below.</em>urn:uuid:688Choosing the Right Photo for Your Insurance Website - Agency Marketing BlogChoosing photography for your insurance agency website can be a tough decision. These four questions can help you select the right photo.2015-01-07T09:47:28Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/106536204.jpg" alt="Portrait of family in a frame " longdesc="Choosing the Right Photo for Your Insurance Website" style="width: 250px; height: 167px; float: right; margin: 5px;" />Photos pack a big punch when it comes to insurance website design. They are the first thing your visitors see and can help convince them to stick around.<br />
<br />
Whether you use your own personal photos or buy stock photos, there are many options. Choosing the right photos can be a tough decision. Where should you begin?<br />
<br />
Ask yourself these four questions when trying to decide which photos you should use on your insurance website.<br />
<br />
<strong>Is this photo unique?</strong><br />
Stock photos are everywhere nowadays. Chances are your visitors are likely to recognize a generic stock photo. Then they won’t be thinking of your agency anymore. Choose stock photos that are more descriptive. Your stock photos will have more impact if you avoid the cliché stock photo poses. (Who would believe that the woman is THAT excited to eat a salad.?)<br />
<br />
<strong>Do the colors in this photo complement my brand’s colors?</strong><br />
If your agency’s colors are green and brown, a photo with pinks and yellows is not going to look appealing on your website. Find photos that complement your selected colors. For a green and brown insurance website, a photo with vivid green grass or a strong brown color would work best.<br />
<br />
<strong>Will this photo fit in the space I need it to?</strong><br />
Make sure the photo you use is big enough to fit the space you’ve assigned for it. If you use a small version of the photo, it will look stretched and pixelated when placed in a box bigger than the original size. This stretches faces and looks messy and unprofessional in general. Instead resize the image, choose another photo, or buy a bigger version.<br />
<br />
<strong>Does the photo include context?</strong><br />
If your main target audience is business owners, using a photo of a business owner in his shop is a good idea. However, just showing the man behind the register may not make it clear what type of business he runs or that he is even the owner. Include the full context of the photo by adding in racks of clothes or the displaying the products. The full context helps build a nice, clear story for your website visitors.<br />
<br />
Use these questions to choose photos so your insurance agency website sends the right message.urn:uuid:686Boost Your Insurance Website Design with the 80/20 Rule - Agency Marketing BlogApplying the 80/20 rule to insurance website design can produce more conversions. You can simplify your insurance agency website with this common business rule.2015-01-05T09:03:19Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/463428589.jpg" alt="80/20 Pareto principle" longdesc="Boost Your Insurance Website Design with the 80/20 Rule" style="width: 250px; height: 167px; float: right; margin: 5px;" />One of the most cited business rules is the Pareto Principle. The Pareto Principle states that 80 percent of sales come from 20 percent of customers. You should apply this rule to your insurance website design. It can help maximize profitability. <br />
<br />
Let’s take a look at how the Pareto Principle can help you do so.<br />
<br />
When applying the Pareto Principle to your website, start by reducing the content and features. Only the most relevant parts of your website that produce results for your primary goal should remain. For example, for most insurance websites the primary goal is to make more sales. Identify and remove 80 percent of the website elements that are least relevant to your sales goal. The 20 percent of elements that bring you the most conversions will become your focus. <br />
<br />
You may wish to feature certain content or features of your website. However, if those items don’t contribute to your sales goal, try removing them. You can always put them back if your results decrease. It may take some experimenting on your part to determine the areas of your website that produce the most profits. <br />
<br />
Use Google Analytics to determine which pages or features aren’t used. For example, if there is a particular call to action on your home page that produces a lot of conversions, make it the focus. Place that call to action in a section of the website that is visible without having to scroll down. Also, remove any distracting elements around it to make it more of a focus.<br />
<br />
Be careful you don’t overdo the 80/20 rule. Your clients may find some information or features interesting and helpful. Monitor the behavior patterns on your insurance website to find out what is most useful to your visitors. Keep the items that get used the most and simplify where you can.<br />
<br />
When it comes to making a goal clear on your website, it is best to keep it simple. Simplifying your website can help you stand out from your competition. Many insurance agency websites are cluttered with non-helpful information. Consumers respond better to a simple website with well-defined visual goals.<br />
<br />
The key to applying the 80/20 rule to your design is to focus on less while delivering more. The end result is a more powerful website design that produces higher conversion rates.<br />
<br />
Got a question about how to simplify your website and apply the 80/20 rule? Leave a comment below.urn:uuid:685ITC’s 7 Resolutions for 2015 - Agency Rating BlogITC’s seven New Year’s resolutions to our agents and carriers for our insurance websites, comparative rater and agency management system in 2015.2014-12-31T09:36:46Z2024-03-19T05:52:04Z<img style="width: 250px; height: 205px; float: right; margin: 5px;" longdesc="ITC’s 7 Resolutions for 2015" alt="Strategy Planing concepts " src="/images/blog/174970846.jpg" />Every year scores of people make New Year’s resolutions where they take a vow to improve their lives in a positive way. Resolutions often range from losing weight to improving finances to growing the business. It is rare for a company to state its resolutions towards its customers for the upcoming year. Let’s change that. <br />
<br />
Here are ITC’s 2015 New Year’s resolutions to our customers, our carriers, and the people they serve.<br />
<ol>
<li><strong>More Markets</strong> – In 2015, ITC will expand TurboRater’s reach by adding more states, more carriers, and more offerings. TurboRater’s straightforward interface makes it easy to rate risks across product and state lines.</li>
<br />
<li><strong>More Features </strong>– You asked; we listened. Every time an agent asks if one of our products does something that it doesn’t, we take note. In 2015 all ITC products will receive new features to meet the needs of today’s modern agent. New features include faster loading responsive designs in Insurance Website Builder; online quote completion options through <a href="http://www.getitc.com/release/2014/03/26/itc-releases-binding-online-with-turborater-for-websites">TurboRater for Websites’ bind online features</a>; and many improvements to the workflow of InsurancePro.</li>
<br />
<li><strong>More Integrations </strong>– ITC believes in a best of breed approach to technology. While our products meet the needs of many agents, one of our products might not meet yours. That is why ITC integrates with more than 30 other management, rating and lead provider vendors. In 2015, ITC will work with more vendors so your agency can work at peak efficiency.</li>
<br />
<li><strong>More Market Intelligence</strong> – In 2015, ITC will help you find <a href="http://www.getitc.com/blog/marketing/2014/11/12/its-crowded-out-there">the who, what, when, where, and why of the consumers your agency is targeting</a>.</li>
<br />
<li><strong>More Online</strong> – The Internet has changed the world. Consumers of all ages and backgrounds are buying online. This trend no longer applies to just auto and home insurance. People are now researching and purchasing all types of insurance online. <br />
<br />
In 2015, ITC will continue to allow your agency the ability to reach these consumers through <a href="http://www.getitc.com/products/leadmanagement">email marketing</a>, <a href="http://www.getitc.com/products/websites">insurance website design</a>, and <a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/">search engines</a>. We will continue to give your clients the opportunity to buy directly from your insurance agency website through TurboRater for Websites.</li>
<br />
<li><strong>More Help</strong> – Our top rated technical support team is here for you and your agents offering full day support coast-to-coast. We even offer no charge Saturday technical support hours. Over the past few years, our technical support has expanded beyond someone to talk to when something is not quite right.<br />
<br />
We offer many resources for agents looking to improve and grow their businesses. <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">We have regular webinars on how to market your agency both online and offline</a>. <a href="http://www.getitc.com/blog/marketing/2014/12/30/2014-in-review-practicing-what-we-preach">We publish regular blog posts covering topics ranging from marketing to rating to management</a>. And there’s <a href="http://www.agentconference.org/">our annual user group Agent Conference</a> where you can hear from successful agents like you and meet ITC staff.<br />
<br />
In 2015, we will expand these resources. We will resume our video series and offer monthly webinars on our rating and management products.</li>
<br />
<li><strong>Your Data </strong>– ITC has never held your data hostage and never will. The data you enter into our systems is your data. Should you ever choose to leave or need access to your data in a format usable outside of our products, our friendly staff is a phone call away.</li>
</ol>
<div>Throughout our more than 30 years, we have remained focused on improving independent insurance agents and the markets they serve. We take the growth and success of your agency seriously and our dedication to this goal remains resolute. <br />
<br />
We feel that together you and ITC make a great pair. In 2015, and in years to come, ITC will be one company focused on one goal… yours.</div>urn:uuid:6842014 in Review – Practicing What We Preach - Agency Marketing BlogIs an agency marketing provider who doesn’t walk the walk one you can trust? A look back at 2014 and how ITC practices what we preach.2014-12-30T09:37:51Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/478414373.jpg" alt="year in review" longdesc="2014 in Review – Practicing What We Preach" style="width: 250px; height: 167px; float: right; margin: 5px;" />There are a lot of people who talk about how to improve your agency’s online marketing effort. They talk about blogging, email marketing, Facebook, LinkedIn and Twitter as ways to market an agency on the Internet. It is easy to talk the talk, but hard to walk the walk.<br />
<br />
Throughout 2014, ITC has worked hard to practice what we preach. We follow the same advice we teach to agents online, in email and at various conferences throughout the nation. When we look back at the year, the numbers are staggering.<br />
<br />
In 2014, ITC…<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">…posted more than <strong>5,500 social media posts</strong> on Facebook, Google+, LinkedIn and Twitter.</blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">...published more than <strong>150 posts</strong> on our <a href="http://www.getitc.com/blog/marketing">Marketing</a>, <a href="http://www.getitc.com/blog/rating">Rating</a>, and <a href="http://www.getitc.com/blog/management">Management</a> blogs.</blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">...sent almost <strong>250,000 newsletter and product update emails</strong> to existing clients.</blockquote><br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">…sent more than <strong>150,000 drip emails</strong> to prospects.<br />
<br />
</blockquote>Finding fresh and unique content for those posts and emails is a large undertaking. It would be easy to talk about our products day in and day out, but who wants to only hear about how great ITC’s products are? (Though they are pretty awesome.) <br />
<br />
We want to keep our readers and followers interested. So, we write about topics related to growing the independent insurance industry. We find industry trends impacting our customers as well as yours. We post best practices for today’s agents. We write articles detailing common pitfalls encountered as agencies move online. It takes time, it takes effort, and it takes commitment.<br />
<br />
Many of our customers are unable to make this commitment of time and effort on their own. This is where ITC’s <a href="http://www.getitc.com/solutions/agency_marketing/">advanced marketing services</a> can help.<br />
<br />
In 2014, ITC…<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">…wrote and published more than <strong>56,000 social media posts</strong> for our customers. This includes Facebook, Google+, LinkedIn and Twitter properties.<br />
<br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">…authored more than <strong>1,200 unique and customized posts</strong> for our customers’ blogs.<br />
<br />
</blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">…sent more than <strong>five million drip and marketing emails</strong> to our customers’ clients.<br />
<br />
</blockquote>As we conclude 2014 and look forward to 2015, you can expect more of the same. We will continue to inform and (hopefully) entertain you with more articles, emails and posts. Thank you for reading and following us. We appreciate it.<br />
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Finally, I want to thank everyone at ITC who makes this possible. You all have work to do and taking time out of your schedule to be creative and write these blogs means a lot to me. Thank you.urn:uuid:683ACORD Forms Update (December 2014) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in December 2014.2014-12-29T15:29:05Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
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<h2 class="subtitle"><strong>Forms with New Revision Dates</strong></h2>
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66 MA 2015/01 replaces 2005/01 – Massachusetts Property Insurance Underwriting Association – Inspection Notice, Credit Reporting Notice and Instructions for Completing Homeowners Application <br />
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854 CA 2015/01 replaces 2014/09 – California FAIR Plan Property Insurance, Application for Dwelling Insurance<br />
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855 CA 2015/01 replaces 2014/11 – California FAIR Plan Property Insurance, Application for Commercial Insurance<br />
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856 CA 2015/01 replaces 2014/04 – California FAIR Plan Property Application for Businessowners (BOP) Insurance<br />
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<h2 class="subtitle"><strong>Corrections of Modifications to Existing Forms</strong></h2>
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188 2014/12 – Employment Related Practices Liability Section<br />
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61 FL 2011/10 – Florida Commercial Auto Supplement Selection/Rejection of Uninsured Motorist Coverage<br />
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65 MA 2015/01 – Massachusetts Property Insurance Underwriting Association, Application for Dwelling Fire Insurance Inspection and Placement<br />
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64 NJ 2010/03 – New Jersey Auto Supplementurn:uuid:68210 Things to Blog about on Your Insurance Website in January - Agency Marketing BlogDon’t neglect the content for your insurance agency website. We’ve got 10 ideas for your insurance website blog and newsletter you can use in January.2014-12-29T10:00:05Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/495380063_snow_covered_tress.jpg" alt="snow covered trees" longdesc="what to blog about on your insurance agency website in january " style="width: 250px; height: 167px; float: right; margin: 5px;" />The winter blues can take a toll on energy and creativity, but that’s no excuse to neglect the content for your insurance agency website. Continuing to create good content is crucial for building and retaining a solid clientele.<br style="line-height: 13px;" />
<br style="line-height: 13px;" />
Here are 10 ideas you can use on your blog or email newsletter in January.<br style="line-height: 13px;" />
<ol>
<li><strong>New Year’s Day (January 1)</strong>: The beginning of the year is when people usually set goals. Kickstart 2015 by wishing your clients a happy New Year and sharing some of your own resolutions for inspiration.</li>
<br style="line-height: 13px;" />
<li><strong>Keeping Your Resolutions</strong>: Many people give up on their New Year’s resolution about two to three weeks into January. This is especially true of fitness-related goals. Have you had success keeping up with your resolutions? Offer some tips to help your clients stay on track too.</li>
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<li><strong>Storing Holiday Decorations</strong>: Offer tips on how to store holiday decorations as people start to take them down so the decorations look as good next year.</li>
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<li><strong>Winter Pet Safety</strong>: Cold weather can have ill effects on anyone, including pets. Remind your clients to keep animals inside during wintertime for their safety.</li>
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<li><strong>Burst Pipes and Flooding</strong>: Even if people wrap their pipes, there’s still a possibility of a pipe bursting. Create a checklist or instructions on how to file a home insurance claim in case your clients find themselves in this situation.</li>
<br style="line-height: 13px;" />
<li><strong>Winter Activities for Boaters:</strong> For avid boaters, winter may seem like a jail sentence. But there are still activities they can enjoy, such as purchasing new boating equipment and visiting boat shows. Make a list of such activities so your clients who love boating can still partake in their passion in the offseason.</li>
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<li><strong>Your Cozy Photos</strong>: Every agency with a social media page wants engagement with followers. Our numbers have proven personal photos garner the most likes and comments. How do you stay cozy during winter? For fun, share some photos of your agents bundled up in the cold.</li>
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<li><strong>Emergency Items for the Car</strong>: Winter storms can cause some dreary driving conditions making it possible for people to get stuck in their cars for hours. Make a list of emergency items your clients should keep in their cars in case of emergency situations.</li>
<br style="line-height: 13px;" />
<li><strong>Health Tips for Snow Shoveling</strong>: Shoveling snow is no easy task. From back pain to overheating from exertion, shoveling snow can be rough on one’s health. Provide tips so your clients can make lighter work of a tough chore.</li>
<br style="line-height: 13px;" />
<li><strong>Layering Up for Outdoor Exercise</strong>: You may think it’s a great idea to bundle up in thick layers before taking a jog outdoors, but it’s easy to overheat as your body warms up. It’s best to dress in a few lighter layers and remove them if necessary. Share similar tips with your clients so they can keep up with their exercise, regardless of the weather.</li>
</ol>
These 10 content ideas should help get your creative juices flowing. <br style="line-height: 13px;" />
<br style="line-height: 13px;" />
Do you have more ideas to add to the list? Leave them in the comments section below.urn:uuid:681How to Improve Your Click-Through Rate - Agency Marketing BlogLearn how you can improve your agency marketing by tweaking the calls to action in your marketing email campaigns.2014-12-22T08:39:40Z2024-03-19T05:52:04Z<a href="http://www.getitc.com/blog/marketing/2014/07/09/3-worthless-agency-marketing-metrics"><img src="/images/blog/Thinkstock/459332287.jpg" alt="email marketing" longdesc="email marketing and click through rate" style="width: 250px; height: 167px; float: right; margin: 5px;" />Open rate statistics don’t do a good job of telling you whether your email marketing campaigns were effective.</a> So if you can’t base strategic decisions on your open rate, what can you base it on? <br />
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When your clients get an email from you, they don’t buy a policy in that email. Instead, they have to click a link, which takes them to your website for more information or to buy a policy. Click-through rate measures the ratio of clicks to the number of people who got the email.<br />
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Most industries have click-through rates under five percent. But this metric packs more punch than the passive act of opening an email. <br />
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Here are two ways you can improve the click-through rate in your email marketing efforts. <br />
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<strong>
Make Calls to Action Text Instead of Images</strong><br />
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Like your insurance agency website, your marketing emails need to have one to two clear calls to action. On your website images as buttons can encourage prospects to fill out a quote or referral form. But in emails a person’s privacy settings may block such images from automatically showing. The same goes for emails viewed on mobile devices. When this happens, you’ve lost an opportunity to direct a prospect to your landing page because the link was buried in an image.<br />
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Instead of using quote buttons, hyperlink text in your emails. Format the call to action with the standard blue color and underline the text. You can also make the linked text a little larger or bold to get them to take the next step… visit your insurance website. <br />
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If you want to use a button as your call to action, make sure to include your call to action as an alt tag for the image. An alt tag will provide the text to your reader’s email to display instead of the image should privacy settings block the image.<br />
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<strong>
Use Links Throughout the Email</strong><br />
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The more links in your email, the more likely your reader will click one, right? Not exactly. While spreading links throughout your email can be effective, putting too many links can be a red flag for spam filters. Your message should read like a person wrote it and not a robot. <br />
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Start with a link within the first inch of your email. This will make sure your prospects see the call to action without having to scroll or scan too far into the content. Since you don’t want to miss your chance to tell them what to do next, also place the call to action in the closing of your email. <br />
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When tweaking your calls to action, don’t confuse your audience with different calls to action in the same email. If you send an email to your prospects, only include a link to your quote page. If the email is for your referral list, only include the link to your referral page throughout the email.<br />
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Got other ideas to improve your click-through rates in your marketing emails? Share them with us belowurn:uuid:680Apple Maps Rolls Out New Business Listing Portal - Agency Marketing BlogLearn how you can update your agency’s listing and insurance agency website on Apple Maps with the new portal Apple Maps Connect.2014-12-19T08:45:04Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/186324444.jpg" alt="Apple " longdesc="Apple Maps Rolls Out New Business Listing Portal" style="width: 250px; height: 254px; float: right; margin: 5px;" />Recently, Apple created a self-service portal called <a href="https://mapsconnect.apple.com/">Apple Maps Connect.</a> Using this new portal, business owners can add or edit their local business listing on Apple Maps. This portal makes it easier to change the information in your listing, like phone number, hours and social media links. <br />
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Apple Maps Connect is free to use. You can sign in with your current Apple ID and password or create a new account.Business listing verification is in real time. You can verify your listing one of two ways. First option: through an automated call with a code that is entered into the Maps Connect page. Second option: use an email address with the same domain name as your <a href="http://www.getitc.com/products/websites/">insurance website</a>. (For example, john@abcinsurance.com for www.abcinsurance.com.) <br />
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New listings or updates can take up to a week or could be quicker or longer if there’s more verification required.<br />
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Before you sign up, here are some important things to know about Apple Maps Connect:<br />
<ul>
<li>Home-based businesses are not eligible to create an Apple Maps listing.</li>
<li>Businesses with more than 100 locations can send a file with the updated info to Apple Maps. Use the email address <a href="mailto:mapsconnect-business@apple.com">mapsconnect-business@apple.com</a>.</li>
<li>If your business has moved or closed, you must be able to answer the business’ former telephone number to verify the change. Once verified, you can edit your listing to show you have moved or closed. If you can’t answer the former number, use an iPhone, iPad or Mac to locate the business on Apple Maps. Then, click <em>Report a Problem</em> to notify Apple of the changes.</li>
<li>Apple requires you use the actual name of your business. Don’t use promotional phrases, location details, phone numbers, or other details that are not a part of your real business name.</li>
<li>P.O. Boxes are not allowed.</li>
<li>Redirected or forwarded phone numbers are not accepted.</li>
<li>You need to optimize the webpage your listing points to for mobile users.</li>
<li>Apple Maps pulls your business photo from Yelp. You must change it on Yelp to see it updated on Apple Maps.</li>
<li>The information on your Apple Maps listing can change. Make sure your information is accurate through aggregators such as Axciom, Factual, Localeze, Open Street Map, and TomTom.</li>
</ul>
Managing your business listings is important for the success of your agency’s online visibility. If you have the time to manage your listings on your own, that’s great. <br />
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If you don’t have the time, we can help. Learn more about how our SEO experts can help you manage your business listings. Call us at (800) 383-3482.urn:uuid:679Masters of Marketing: Common Landing Page Design Mistakes - Agency Marketing BlogThe slides and recording of the December 18, 2014 Masters of Marketing webinar.2014-12-18T15:31:25Z2024-03-19T05:52:04ZIn today’s Masters of Marketing webinar, I discussed some common landing page mistakes and how to correct them. If you missed it, you can <a href="https://attendee.gotowebinar.com/recording/7778953870295865601">watch the recording here</a> or review the slides below. <br />
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<iframe src="//www.slideshare.net/slideshow/embed_code/42847345" width="425" height="355" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe><br />
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Join us for our next Masters of Marketing webinar on Thursday, January 15th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.urn:uuid:678Improving Your IWantInsurance.com Profile - Agency Marketing BlogFor Insurance Website Builder customers, learn how to improve your IWantInsurance.com profile by keeping your insurance agency website updated.2014-12-17T09:01:32Z2024-03-19T05:52:04Z<img src="/images/blog/LOGOs/Logo-V2-%5Bred%5D.jpg" style="width: 275px; height: 36px; float: right; margin: 5px;" alt="iwantinsurance.com logo" longdesc="iwantinsurance.com logo" />Agents with a Gold level or above website with Insurance Website Builder get a listing on our lead generation website <a href="http://www.iwantinsurance.com/Default.aspx">IWantInsurance.com</a>. IWantInsurance.com has more than two million pages providing consumers direct access to agents nationwide. Through the website, these agents offer more than 50 lines of insurance business.<br />
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<h2 class="subtitle"><strong>More About IWantInsurance.com<br />
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</strong></h2>
The website offers many opportunities for consumers to find your agency. The first is through the search box. A visitor selects his or her line of business and enters his or her postal code. The website then displays the agencies closest to the visitor. In areas with more than one agency, we randomize the list so everyone receives equal placement within the results.<br />
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Once the visitor is on your agency’s profile page, he or she can see details about your agency. These details can include lines of business offered, locations, employees, blog entries and reviews. We pull this information from your insurance agency website’s administration console. All links from your listing will go to your website providing you valuable backlinks.<br />
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<a href="http://www.getitc.com/blog/marketing/2013/03/04/microdata-an-important-update-to-your-website-that-no-one-will-ever-see">As recommended by our SEO experts, each website page has embedded microdata for optimal ranking performance.</a><br />
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Finally, your agency gets its own badge recognizing your profile’s ranking within the website.<br />
<br />
<h2 class="subtitle"><strong>Improving Your Profile’s Ranking</strong></h2>
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So how do you improve your ranking on IWantInsurance.com? It is quite easy. Just do all the things we recommend on this blog.<br />
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<strong>Set Up Locations</strong> – <a href="http://www.getitc.com/products/websites/features/website-dashboard">Make sure you have all your locations set up in your administration console</a>. By setting up your locations, you will notify the website of which areas your agency operates in. This will help IWantInsurance.com provide visitors with an insurance agency near them.<br />
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<strong>Set Up Lines of Business</strong> – Now you need to tell IWantInsurance.com what you offer at those locations. Turn on lines of business quote forms within your console to get going for a particular line of business.<br />
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<strong>Blogging </strong><em> </em>– <a href="http://www.getitc.com/blog/marketing/tag/content/">Creating fresh, unique content</a> is a common theme in today’s search engine best practices. Blogging adds content to your main insurance website but also provides content your IWantInsurance.com listing. <br />
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<strong>Reviews </strong>– <a href="http://www.getitc.com/blog/marketing/2014/03/03/find-an-insurance-agency-in-your-area">Are you asking for testimonials and reviews? </a>You should be. Testimonials and reviews are the new referrals. Instead of asking your clients for referrals, ask them to tell the world about your great agency. Reviews on your main insurance agency website also show up on your IWantInsurance.com listing. Plus, they appear in search engine results. <em>(Hint: We have found that visitors will click a profile listing with a rating vs. one that does not have a rating.)<br />
</em><br />
<h2 class="subtitle"><strong>Keep Doing It</strong></h2>
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Like the search engines, IWantInsurance.com knows if your blogs and reviews are old. So keep it updated. The more you update your insurance website, the better your IWantInsurance.com profile will do.<br />
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<em>Want a listing on IWantInsurance.com? <a href="http://www.getitc.com/products/websites/consultation/">Learn more about Insurance Website Builder.</a></em>urn:uuid:677Defining Owned, Earned and Paid Media in Agency Marketing - Agency Marketing BlogThe advantages and challenges of owned, earned and paid media in digital agency marketing. Plus, how you can use it for a bigger impact.2014-12-15T08:58:27Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/184644049.jpg" alt="bullesye target" longdesc="Defining Owned, Earned and Paid Media in Agency Marketing" style="width: 250px; height: 163px; float: right; margin: 5px;" />Agency owners wear a lot of hats. Marketing is one of many, and you may find it difficult to keep up with all the terms and tactics. Business use owned, earned and paid media in online marketing quite often. You may know what paid media is, but what about owned or earned media?<br />
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<strong>Owned media</strong> is a channel that you own and control. This includes your insurance agency website, blog and social media profiles. Yes, in the technical sense, you do not own your Facebook Page. <a href="http://www.getitc.com/blog/marketing/2012/05/22/follow-their-rules-or-you-might-lose-your-facebook-page">If you don’t follow their Terms of Service, Facebook can shut down your profile</a>. But, you do not have to pay to have a page. Also, you do control your profile and the content you share on it. This is why your social media profiles are owned media.<br />
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Advantages: You control the content. It is cost efficient and versatile. You can create specific content for niche audiences.<br />
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Challenges: There are no guarantees your target audience will find it. It takes time to build trust and reach a larger audience. <br />
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<strong>Earned media</strong> is when people outside your agency, including clients, prospects and news organizations, share your content or talk about you. These mentions are earned, meaning you do not pay for them.<br />
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Advantages: It is the most credible channel. It plays a key role in most sales, e.g., referrals. <br />
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Challenges: You have no control. Comments can be negative. It is hard to measure.<br />
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<strong>Paid media </strong>is anytime you pay a third-party to share your content. Paid search, sponsorships, display ads on third-party websites are examples of paid media.<br />
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Advantages: It is immediate. You can control the content. It is easy to do more or less paid media depending on results and budget. <br />
Challenges: Response rates are lower than other channels. You are fighting for attention. Ads are often seen to be less credible. <br />
<br />
<strong>Two Myths to Avoid</strong><br />
<ol>
<li>All you need is owned media.<br />
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Owned media is important, but it’s not enough. What many agencies need is reach and scale. An insurance agency website with a good blog, free reports and other resources could use more traffic. Your Facebook Page may not have a lot of followers or people sharing your content yet. This is where earned and paid media can help. They can extend your reach and amplify your content.</li>
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<li>Paid media is more expensive.<br />
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There is a cost to every type of media, whether it is time, money or both. For example, you are either spending the time yourself to develop your owned media or paying for agency marketing services to develop it for you. If you want your social media profiles to grow, it is going to take time and effort (and maybe some money) to build those channels. Logging into your profile every few months is not going to make an impact. Don’t assume that advertising is the more expensive option. Look at all your expenses, including the time and money spent on every channel, when deciding where to focus.</li>
</ol>
<strong>
Combine Two or More Channels for Bigger Impact<br />
</strong><br />
When you use one media channel to extend another, you have more powerful agency marketing. For example, write a blog post for your insurance agency website [owned media]. Share the link on your Facebook Page. If it is an important post, encourage your followers to share it with their friends [earned media]. Try making it a sponsored post for $5 or $10 to expand your reach [paid media].<br />
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You will find your marketing to be more powerful and effective when you combine channels instead of focusing on one to the exclusion of others. <br />
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How do you combine owned, earned and paid media for bigger impact? Tell us in the comments.urn:uuid:676Make Your Insurance Website Worth Your Blood, Sweat and Tears - Agency Marketing BlogDon’t build a dud of an insurance website. Here are five tips for creating an insurance agency website that is worth your blood, sweat and tears.2014-12-12T09:04:21Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/158947676.jpg" alt="happy businessman" longdesc="insurance agency website success" style="width: 250px; height: 177px; float: right; margin: 5px;" />Insurance has become an internet-driven industry as consumers start their search online. Because of this shift, in most instances your website will serve as your agency’s first impression. As your chance to make a good first impression, it is important your website separates you from your competitors. <br />
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So what makes a good insurance agency website? High-quality design, simple navigation, strong calls to action, easy to use forms, good content, search engine fitness. <a href="http://www.getitc.com/blog/marketing/2014/10/22/think-hiring-a-pro-is-expensive-hire-an-amateur">This is where the professionals come in handy.</a><br />
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There’s nothing worse than putting all your blood, sweat and tears into a do-it-yourself website to have it be a total bust. Don’t get me wrong. You can build a website on your own . But, to maximize your time and effort, you might want to hire an insurance website expert who can streamline the process. <br />
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When choosing your website designer, consider these five tips.<br />
<ol>
<li><strong>Get Involved in the Design Phase</strong><br />
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The design phase is the most important step in determining how your website will look. No one knows your agency better than you. It’s important you’re involved in choosing the design and structure of your website. Make sure everything on your website, including content, photos and videos, is what you want your clients and prospects to remember about your agency.</li>
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<li><strong>Don’t Forget SEO</strong><br />
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Just because a website looks good, doesn’t mean it’s doing your agency any justice. Make your website visible to search engines. Search engine optimization can increase where your insurance website ranks in search engine results, which can pull in traffic. SEO is another online marketing tactic you can do yourself. <a href="http://www.getitc.com/blog/tag/seo/">We have a ton of blog posts on the subject so you can use this blog as a resource</a>. But, be wary. SEO can get complicated, and it’s always changing as search engines adjust their algorithms. Hiring an expert to handle the technical aspects of SEO for you while you focus on your agency is another option. </li>
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<li><strong>Link to Social Media Pages</strong><br />
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Your business card includes all means in which a client can contact you. Your insurance agency website is many things. It’s also your online business card and should include every method for contacting your agency. This includes social media. Don’t ignore social media. It should be a part of your whole digital marketing plan. Make sure to display your social media profiles on your website so your clients and prospects can follow you.</li>
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<li><strong>Make It an Easy Edit</strong><br />
<br />
Mistakes happen; changes occur. Your website should be flexible and evolve as your clients and agency does. Choose a website provider that will <a href="http://www.getitc.com/blog/marketing/2014/09/10/why-you-should-have-control-of-your-insurance-website-content#.VIjTvE10yUk">give you access so you can make changes when needed.</a> </li>
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<li><strong>Mobile Accessible is a Must</strong><br />
<br />
We’re a society addicted to mobile devices who want view everything from our cell phones. <a href="http://www.getitc.com/blog/marketing/2014/10/15/your-insurance-agency-does-not-need-a-mobile-app#.VIjVWk10yUk">You don’t need a mobile app to be accessible on a mobile device</a>. A mobile-enabled insurance agency website will adapt to smartphones and tablets offers the same functionality and features visitors want. When choosing a website developer, ask about including a mobile-friendly website as of your website design.</li>
</ol>
Designing a website for your agency doesn’t have to be hard. Remember all the variables it takes to make a website successful, and you’ll build a site worth all the effort and time you put into it. <br />
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Got a question about the website design process? Leave a comment below.urn:uuid:675Now is the Time: Agency Management System Edition - Agency Management BlogNot using an agency management system? Good agency management software can help you keep more customers and grow. Learn how.2014-12-11T09:37:02Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/459434713.jpg" alt="internet security " longdesc="internet security insurance agency managment" style="width: 250px; height: 167px; float: right; margin: 5px;" />Are you still using a comparative rater, accounting package, or an Excel spreadsheet to manage your agency? Even if your rater offers agency management system features, like ACORD forms, you are missing an opportunity to improve your agency. A management system will make you more efficient so you improve productivity, keep more customers, and grow.<br />
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Before I get into how a management system will grow your agency, I want to clear up one misconception. An agency management system does not have to be expensive. Sure you can get a lot of system for a few hundred (or even thousands) dollars a month. But, that is not always the case. A management system like <a href="http://www.getitc.com/products/management/features.aspx" target="_self">InsurancePro is a great first step in getting your agency automated at a great price.</a><br />
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Along with client and policy management, you can download policies from the Internet with a proper management system. Company downloads gives you the most up-to-date information to service your clients. Also, a good agency management system will track sales, commissions, producers, and carrier performance. It can even integrate with your marketing and rating systems. Such integration can improve your agency’s retention and rewrite process so you grow.<br />
<br />
Most of all, an agency management system will make your agency more efficient through consistent, repeatable processes. These processes can protect your agency from possible E&O issues, increase revenue, and take your agency to the next level.<br />
<br />
<em>Final Thought</em><br />
Over the past three days, I have covered why now is the time to improve your agency’s efficiency with technology solutions, such as <a href="http://www.getitc.com/blog/marketing/2014/12/09/now-is-the-time-insurance-website-edition" target="_self">insurance agency websites</a>, <a href="http://www.getitc.com/blog/rating/2014/12/10/now-is-the-time-comparative-rating-system-edition" target="_self">comparative rating</a> and agency management systems. As Don, our vice president of sales, always says… the best time to plant a tree is 50 years ago. The second best time is now. <br />
<br />
Now is the time to improve your agency to take advantage of the increased business in the New Year and for years to come. urn:uuid:674Now is the Time: Comparative Rating System Edition - Agency Rating BlogCan your comparative rater handle the lead onslaught that comes with the New Year? Here’s what a good insurance rating system can do.2014-12-10T09:44:53Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/166578128_man_frustrated.jpg" alt="man frustrated" longdesc="Now is the Time: Comparative Rating System Edition" style="width: 250px; height: 205px; float: right; margin: 5px;" />As your traffic on your <a href="http://www.getitc.com/blog/marketing/2014/12/09/now-is-the-time-insurance-website-edition">refreshed insurance agency website</a> grows, what do you do with those leads? You convert them into sales of course. To do so you need to rate them, and if you are rating more than one company, you need a comparative rating system. You don’t need just any a rating system. You need a system that helps you close more.<br />
<br />
We see 25% more quotes flowing through our customer’s rating systems during the first few months compared to the rest of the year. With an influx of leads during this busy time, you don't always have time to quote and close them all. What about the leads who don’t close right away? What happens to them? Do they wither away? Of course not. <br />
<br />
You need to nurture these leads through a consistent, repeatable process of drip emails. This is why <a href="http://www.getitc.com/products/rating">TurboRater</a> is more than a rating system. It is a sales system. TurboRater can help you reach out to prospects, engage customers, and re-work past leads.<br />
<br />
Speaking of offering more... Does your comparative rating system make your staff better closers? TurboRater can help there as well. Through our advanced reporting, you can determine which producers are following your agency’s sales process. Track metrics such as quote vs. bound, data quality, and carrier performance.<br />
<br />
Finally, during the past 12 months, the average time our users took to quote and bind/bridge a policy is 5 minutes and 1 second. This includes it all: data entry, rating, review rates, and bridging to the carrier. If it takes you 10 minutes to close a risk, think of how you could have serviced another client during that time. Fifteen minutes, yet another. Remember time is money, not only for you and your producers, but for your clients as well.<br />
<br />
Our comparative rating system has faster quoting, better follow up, and increased reporting. TurboRater will help you close more business and save you money.urn:uuid:673Now is the Time: Insurance Website Edition - Agency Marketing BlogIs your insurance agency website ready for the busy season? There are some questions you can answer to help you determine whether it is.2014-12-09T09:34:51Z2024-03-19T05:52:04Z<img style="width: 250px; height: 167px; float: right; margin: 5px;" alt="get your insurance agency website together before the end of the year" src="/images/blog/Thinkstock/450815901.jpg" />December is here. The world seems consumed by parties, shopping and traveling. After which we round the corner into a new year. What is next? As an insurance agent, you already know… three months of non-stop action. <br />
<br />
There are a few theories, speculations, truths and myths about why the New Year marks the busy time for insurance agents. Tax checks, new holiday cars, first of the year reminders… the list goes on. <br />
<br />
Whatever the reason, it happens. ITC sees this in our analytics year to year. On our customers’ insurance agency websites, we see an average 10% increase in visitors with a 9% increase in quote completions. Is your website ready? <br />
<br />
Here are a few questions you need to answer.<br />
<ul>
<li><a href="http://www.getitc.com/blog/marketing/2014/09/22/is-an-insurance-website-template-better-for-your-agency">Does my website look great?</a></li>
<li><a href="http://www.getitc.com/blog/marketing/2014/07/02/not-getting-many-quote-requests-from-your-insurance-website">Does my website have a clear call to action? </a></li>
<li><a href="http://www.getitc.com/blog/marketing/2014/07/21/navigating-your-insurance-website-organization-better-usability">Is my website easy to navigate?</a></li>
<li><a href="http://www.getitc.com/blog/marketing/2014/09/10/why-you-should-have-control-of-your-insurance-website-content">Is the content up to date?</a></li>
<li><a href="http://www.getitc.com/blog/marketing/2014/08/13/a-pretty-insurance-website-cant-hide-these-4-ugly-truths">Am I happy with my current website?</a></li>
</ul>
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><img alt="" style="vertical-align: middle;" src="/images/blog/Screenshots/P08Citylife.jpg" /><br />
</blockquote>
<br />
If you answered no to any of these questions, now is the time to make a change. This call to review your insurance agency website also applies to our current customers. With <a href="http://www.getitc.com/products/websites">Insurance Website Builder</a>, you can refresh your website with a two-week turn around so you are ready for the rush of the New Year. urn:uuid:672What’s in Release 6.0.38.21 of InsurancePro - Agency Management BlogThese are the enhancements that will be included in the next release of ITC's agency management system InsurancePro.2014-12-08T12:46:09Z2024-03-19T05:52:04ZThese are the enhancements that are included in the next release of agency management system InsurancePro (Release 6.0.38.21).<br />
<ul>
<li>Added FR-44 form for Virginia under <em>General Forms</em></li>
<li>Added the ability to see both physical and mailing address from downloads</li>
<li>Moved storage of policy summaries from downloads to the database</li>
<li>Corrected an issue where the scanning module was not using the paper size the user selected</li>
<li>Corrected an issue with form 67 for Missouri</li>
</ul>
We have certified the below companies for downloads. <br />
<br />
<strong>For IVANS:</strong><br />
<ul>
<li>Pacific Specialty, NAIC codes 37850, 11168 for auto and home</li>
<li>Columbia Mutual Insurance, NAIC codes 40371, 19640, 11258, 35629, 13834 for auto</li>
<li>Windsor-Mount Joy Mutual Ins, NAIC code 26166 for home</li>
<li>Gulfstream, NAIC code 12237 for home</li>
<li>Frederick Mutual, NAIC code 14753 for home</li>
<li>California State Auto Association, NAIC codes 37770, 10921, 11681 for home</li>
<li>The Farmers Fire Ins Co., NAIC code 11061 for home</li>
<li>SafePoint Insurance, NAIC code 15341 for home</li>
<li>Sunshine State Ins., NAIC code 10860 for home</li>
<li>Southern Fidelity, NAIC codes 10136, 10908 for home</li>
<li>Hagerty Auto, NAIC Codes 20435, 42625, 35289, 35270, 34622, 15130, 11251, 10071, 10358, 11996, 10072, 11599, 10055 for auto</li>
<li>Frontline, NAIC codes 10186, 10897 for home</li>
<li>Agency Insurance Company of Maryland, NAIC code 35173 for auto</li>
<li>Universal Insurance Manager, NAIC codes 10759, 11968 for home</li>
<li>Vermont Mutual, NAIC codes 26018, 25992, 14095 for auto and home</li>
<li>Kramer Wilson Company, NAIC code 26905 for home</li>
<li>Allstate, NAIC code 19232 for home</li>
<li>The Philadelphia Contributionship, NAIC codes 11282, 17914 for home</li>
<li>Concord General Mutual, NAIC codes 20672, 20680, 13110 for auto and home</li>
<li>American Integrity, NAIC code 12841</li>
<li>Heritage, NAIC codes 14407, 12957, 12359</li>
</ul>
<strong>For Team-Up:</strong><br />
<ul>
<li>American Reliable, NAIC code 19615 for home</li>
<li>Hallmark, NAIC codes 34037, 43494, 29378, 26808, 29408 for home</li>
<li>Barton Mutual, NAIC code 00341 for home</li>
</ul>
<strong>For NxTech:</strong><br />
<ul>
<li>Kansas Mutual, NAIC code 14362 for home</li>
<li>GuideOne, NAIC codes 15032, 14559, 42803, 42331, 31283 for auto</li>
</ul>
<strong>BriteCore:</strong><br />
<ul>
<li>Meramec Valley Mutual, NAIC Code 13894 for home</li>
</ul>
<strong>FTP:</strong><br />
<ul>
<li>Aggressive, NAIC codes 29297, 13722, 29378, 19119, 11665 for auto</li>
</ul>
<a href="http://www.getitc.com/products/management/certified_company_list.aspx" target="_blank">View a complete list of companies and NAIC codes.</a>urn:uuid:671A Guide to Improving Your Agency Marketing in 2015 - Agency Marketing BlogImprove your insurance agency marketing plan with this four-step process and make 2015 a great year for your agency marketing.2014-12-08T08:46:59Z2024-03-19T05:52:04Z<img style="width: 250px; height: 167px; float: right; margin: 5px;" longdesc="Improve your insurance agency marketing plan with this four-step process and make 2015 a great year for your agency marketing." alt="2015 exit sign" src="/images/blog/459159459.jpg" />The holidays are here. Business is slowing down as people shop, spend time with family and enjoy the festivities. It is the perfect time to take a hard look at your agency marketing and determine where you can make improvements.<br />
<br />
Here are four steps to guide you through the planning process and help you focus on making your agency marketing better in the New Year.<br />
<br />
<ol>
<li><strong>Review Your Current Plan</strong><br />
<br />
Do you have a marketing plan? Dust it off, and review your goals and strategies for 2014. Compare how the year actually went for your agency marketing with what you had planned. Did you meet your goals? Did you stick to your plan and forecasted spending? Do you need more or less of a budget? Do you need to focus on other marketing tactics? Do you need to be more flexible in your plan? Don’t panic if you don’t have a plan. <a target="_blank" href="http://www.getitc.com/blog/marketing/2013/03/25/how-to-create-an-insurance-agency-marketing-plan">I wrote a blog post about how to create an insurance agency marketing plan that will help you write one.</a></li>
<br />
<li><strong>Analyze the Misses</strong><br />
<br />
Look at the performance of each of your marketing projects or campaigns. Compare each with your sales, revenue and retention goals. Which marketing tactics had little or no impact on your business goals? Were they a waste of time? Or could you make a change to improve the performance? Though a marketing campaign may have made little impact, it is not necessarily because it was a bad idea. Sure some marketing campaigns like an ad in the Yellow Pages may be a waste of time (if your numbers say that), but sometimes something as simple as changing the frequency of your newsletters or the kind of content you share on social media can make a difference.</li>
<br />
<li><strong>Identify the Wins<br />
</strong>
<br />
Which marketing projects or campaigns did work? Why did these do well? Did you execute them better? Did you invest the time to make sure they worked? Did you use an outside expert to help you stay on top of these campaigns? If you focused more on those campaigns in 2015, do you think they could perform even better?</li>
<br />
<li><strong>Find the Gaps</strong><br />
<br />
Look for what you’re missing in your agency marketing plan. Do you have a good insurance agency website? Are you using email marketing? Are you active on social media? Do you automate your lead follow up process? Are you blogging? Are you consistent with your brand across all your marketing campaigns and collateral, including the colors, font and style you use? Do you have a search engine optimization strategy? What are you doing offline to support your online efforts and drive traffic to your website?</li>
</ol>
Taking the time now to look at your agency marketing and identify what worked, what didn’t and what you’re missing is worth the effort. It can be tough to see what didn’t work especially when you consider your financial investment. But, you are better off when you recognize what didn’t work so you don’t continue to spend money on those projects or campaigns. Plus, you will have a clear idea of what does work for your agency and can focus your time and budget on those tactics. <br />
<br />
<em>
Need help with your agency marketing? <a target="_blank" href="http://www.getitc.com/products/websites/consultation/">Request a free consultation.</a></em>urn:uuid:670ACORD Forms Update (November 2014) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in November 20142014-12-05T09:06:25Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<br />
<h2 class="subtitle"><strong>Forms with New Revision Dates</strong></h2>
<br />
821 2014/12 replaces 2014/05 – Producer Information Form (PIF)<br />
<br />
65 MA 2015/01 replaces 2012/07 – Massachusetts Property Insurance Underwriting Association, Application for Dwelling Fire Insurance Inspection and Placement<br />
<br />
<h2 class="subtitle"><strong>Withdrawn Forms</strong></h2>
<br />
817 2010/08 – P&C Producer Appointment Form – Appointment Section<br />
<br />
818 2007/08 – P&C Producer Appointment Form – Background Questions<br />
<br />
819 2010/08 – P&C Producer Appointment Form – Additional Appointment or Termination<br />
<br />
<h2 class="subtitle"><strong>Corrections of Modifications to Existing Forms</strong></h2>
<br />
36 2007/01 – Agent/Broker of Record Change<br />
<br />
140 2014/12 – Property Section<br />
<br />
302 2013/10 – National Flood Insurance Program General Change Endorsement, Part 1 (of 2)<br />
<br />
133 WI 2010/04 – Wisconsin Workers Compensation Insurance Pool<br />
<br />
22 2012/04 – Intermodal Interchange Certificate of Insurance<br />
<br />
25 2014/01 – Certificate of Liability Insurance<br />
<br />
27 2009/12 – Evidence of Property Insurance<br />
<br />
30 2014/01 – Certificate of Garage Insurance<br />
<br />
31 2014/01 – Certificate of Marine/Energy Insurance<br />
<br />
138 ME 2014/12 – Maine Garage and Dealers<br />
<br />
138 NE 2014/12 – Nebraska Garage and Dealers<br />
<br />
138 UT 2014/12 – Utah Garage and Dealersurn:uuid:669Is Price Important? - Agency Rating BlogIf you ask the right questions, build rapport and show your value, price resistance is less likely to happen.2014-12-04T15:44:27Z2024-03-19T05:52:04Z<img src="/images/blog/462894465.jpg" alt="red dollar sign attached to metal chains" longdesc="Is the price of insurance really what's important?" style="width: 250px; height: 188px; float: right; margin: 5px;" />Since Black Friday was last week, we saw many news stories of people suffering from Black Friday fever – up at 3 a.m. to get the best price. Agents deal with prospects daily who question price. It seems everyone is shopping for the best price. Really, the best price compared to what?<br />
<br />
<strong>A. What they have in their budget?<br />
<br />
B. What the agent down the street is saying?<br />
<br />
C. To nothing--were they just negotiating?</strong><br />
<br />
Price resistance will happen, but if you ask the right questions, build rapport and establish value, it is less likely to happen. Most agents are vulnerable to price challenges because we… <br />
<ul>
<li><strong>Want the sale.
</strong>
<ul><br />
<li>We love the release of those endorphins when we see the signature on the application.</li>
</ul>
</li>
</ul>
<ul>
<li><strong>Focus on defending prices rather than providing better coverage or a better company.
</strong>
<ul><br />
<li>We incorrectly assume price is the only concern every time. Price is always a concern but rarely is it the only concern. Asking more questions can allow your value to become a differentiator. </li>
</ul>
</li>
</ul>
<ul>
<li><strong>Don't establish value upfront.
</strong>
<ul><br />
<li>During the sales process, you need to communicate to the prospect why she should do business with you, like your user-friendly insurance agency website, friendly email reminders, your involvement in the community, etc.</li>
</ul>
</li>
</ul>
<ul>
<li><strong>Dislike discussing prices.
</strong>
<ul><br />
<li>Don’t be afraid of the confrontation. This will give you the opportunity to discuss why the prices are where they are. You can even use your comparative rater to show the small differences in price.</li>
</ul>
</li>
</ul>
Our prospects on the other hand will challenge price for at least one of the following reasons:<br />
<ul>
<li><strong>They lose nothing if they ask for a lower price.
</strong>
<ul><br />
<li>Consumers feel it is their right to get the best price. As Wayne Gretzky famously said, “You miss all of the shots you don’t take.” </li>
</ul>
</li>
</ul>
<ul>
<li><strong>They believe the prices are flexible.
</strong>
<ul><br />
<li>Consumers may not understand that you don’t create the rates out of thin air. Most don’t know what an actuary is and what rates are based on. Take a few minutes, and educate them.</li>
</ul>
</li>
<br />
<li><strong>They think it is their responsibility.
</strong>
<ul><br />
<li>They are conditioned to view insurance as a commodity and feel they need to get the best deal available to them. As their agent communicate you are using the latest technology to shop for them and find the best coverage for their needs.</li>
</ul>
</li>
<br />
<li><strong>Sales people often give in on price.
</strong>
<ul><br />
<li>Their buying history has shown them they won’t get the best value if they don’t ask. Some agents will offer an inferior product (at a lower price).</li>
</ul>
</li>
<br />
<li><strong>Value has not been created up front.
</strong>
<ul><br />
<li>The consumer doesn’t see why this policy is worth the extra premium.</li>
</ul>
</li>
</ul>
Take price off the table, and see if it is an issue. Ask, “If my policy is the same premium as Joe Blow Insurance down the street, how would you choose between us?” <a href="http://www.getitc.com/blog/rating/2014/09/30/4-reasons-an-insurance-consumer-may-decide-to-purchase-other-than-price" target="_blank">There are other reasons besides price a consumer decides to purchase from you</a>. Remember if they come to you for a dollar, they will leave you for a dollar. They will stay if they see that was a dollar well spent, and you won’t need open your agency at 3 a.m. for those early bird insurance shoppers.urn:uuid:668Converting More Insurance Website Visitors into Leads - Agency Marketing BlogIf your insurance agency website isn’t converting leads, there are three areas to check and improve to help your website generate leads.2014-12-03T09:05:38Z2024-03-19T05:52:04Z<img src="/images/blog/185627256.jpg" alt="3D flow chart " longdesc="how to convert your insurance website visitors into more leads for your agency" style="width: 250px; height: 223px; float: right; margin: 5px;" />Online insurance shopping is the cyber version of window shopping. New visitors can go to an insurance agency website, look around and then decide to go elsewhere without requesting a quote or completing a contact form. This scenario happens often and can leave agents frustrated.<br />
<br />
If your website is attracting attention, why aren’t visitors taking the next step? The answer often comes down to overlooked details. Here are four areas to check and adjust if your website isn’t generating as many leads as you’d like.<br />
<br />
<h2 class="subtitle" =style="font-weight:bold"><strong>Google Analytics</strong></h2>
Google Analytics is a powerful, free tool that tells you how many visitors your insurance website receives and what they’re doing once they’re there. It even features a flow chart detailing which pages visitors go to after they land on your website.<br />
<br />
If you’re seeing a spike in website traffic but aren’t getting many leads, visitors might not be spending much time on your website at all. Take a look at the bounce rate on the dashboard. A bounce rate that is more than 50% means more than half of your visitors looked at only one page and left. People bounce from a website for two main reasons: they didn’t find what they’re looking for or the website was too difficult to use. To improve your bounce rate, you’ll need to make changes to encourage visitors to stay on your website like improving your content and making sure your website is easy to use.<br />
<br />
<h2 class="subtitle"><strong>Calls to Action</strong></h2>
Insurance agency websites that convert well tend to have one thing in common… they’re designed so visitors know where to go at all times. An audit of your website can help determine if it is clearly telling visitors what they should do next.<br />
<br />
Look at your website from a visitor’s perspective. Does each page clearly convey the next step to take? Are there links to other relevant pages? Are the form buttons enticing? If the answer to any of these questions is no, make the relevant changes.<br />
<br />
<h2 class="subtitle"><strong>Forms</strong></h2>
Insurance websites often use forms to help agents capture leads. However, online insurance shoppers have short attention spans, and the sight of a long, comprehensive form can cause them to hit the back button without ever completing it.<br />
<br />
The solution? Shorten your website forms. Only ask for basic information, like name and email address. You can always ask for more information when you contact the lead. Calling a lead to get more information is a great opportunity to show your service and commitment to helping your clients find the protection they need.<br />
<br />
<h2 class="subtitle"><strong>Blogging</strong></h2>
A targeted blogging strategy can attract online insurance shoppers who are ready to to get a quote.<br />
<br />
Think about common questions you receive about your main lines of business. Then write blog posts answering those questions. People who use a search engine to find answers to these questions could find your agency’s blog and land on your website ready to take the next step.<br />
<br />
What are some other ways you’ve used to convert your website visitors into leads? Let us know in the comments below.urn:uuid:667Why Your Agency Needs an Employee Manual - Agency Management BlogAn important part of agency management strategy, an employee manual communicates expectations to employees and applies the same standards to everyone.2014-12-02T11:30:55Z2024-03-19T05:52:04Z<img src="/images/blog/462577443.jpg" alt="woman holding a infographic in her hands" longdesc="Why Your Agency Needs an Employee Manual" style="width: 250px; height: 167px; float: right; margin: 5px;" />According to a study on growth and performance standards from the National Alliance for Insurance Education and Research, the average insurance agency spends 44% of its revenue on employee salaries, commissions and benefits. Though most successful agency owners will tell you, employees are not an expense; they are an investment. <br />
<br />
Yet when it comes to what an agency owner expects from his employees versus what employees believe is expected of them, oftentimes there is a disconnect. In many instances, agency owners presume employees know how to behave at work… show up to work on time, put a full day’s work in, and do so without incident. That is what employees get paid for, right?<br />
<br />
The unfortunate reality is that when you leave your agency’s standards of conduct open to each employee’s interpretation, there is the likelihood that one or more employees unintentionally or, perhaps, intentionally will cross a line and violate unspoken standards. <br />
<br />
Not clarifying what is expected from employees can put an agency owner and an employee at odds with each other, which could lead to a decrease in morale, productivity or, potentially, post-termination legal issues. To maximize your return on employee investment, it is essential you set clear performance-related standards and communicate those standards so there is no guesswork, and everyone knows what is expected of employees. <br />
<br />
Employee manuals are a tool you can use to get everyone on the same page. An employee manual, or sometimes referred to as an employee handbook, is a collection of your agency’s written standards of conduct. <br />
<br />
A well-written employee handbook will outline your expectations and provide direction for possible what-if scenarios ahead of time, such as the procedure an employee should follow if she is going to be out for the day. Spelling these policies out ahead of time helps the agency stay proactive instead of reactive. <br />
<br />
Also, an employee manual applies the same standards to all employees consistently, decreasing the appearance of favoritism or, worse, discrimination. When you document your expectations in an employee manual, you retain more control, which promotes increased productivity while decreasing the exposure to employment-related liabilities.<br />
<br />
This post is the first in a multi-part series on employee manuals. In upcoming posts, I’ll talk about how to get started creating an employee manual to help with managing your agency and examples of policies you can include.urn:uuid:666How to Destroy Your Insurance Website in 5 Easy Steps - Agency Marketing BlogSimple mistakes like a typo may not seem like a big deal, but it can ruin your insurance agency website. Avoid these five mistakes and create a better website.2014-12-01T09:27:58Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/177017477.jpg" style="width: 250px; height: 166px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" alt="5 easy ways to destroy your insurance agency website" />Building your insurance agency website is like working through a recipe. The small steps you take can lead to a great end result, but like a recipe there are a lot of places where something can go wrong. The same goes for creating your website.<br />
<br />
Some mistakes might seem harmless, but they can do a lot of damage. Here are five easy mistakes to avoid so you don’t ruin your insurance website.<br />
<br />
<strong>Step 1: Not Editing Your Content</strong><br />
<br />
Typos happen. When you’re writing and publishing content to your website, stop and proofread every page before you hit save. Simple grammar or spelling mistakes can make you look unprofessional or like you don’t care enough about what you’re saying to warrant a second look. Either way, it could turn potential clients away from your agency.<br />
<br />
<strong>Step 2: Stuff Your Content with Keywords</strong><br />
<br />
While keywords are important to your website’s SEO, you should use them like seasoning: lightly and thoroughly spaced around. If your content is choked up with keywords and industry jargon, not only will your visitors find your content difficult to read and understand, <a href="https://support.google.com/webmasters/answer/66358?hl=en">Google will penalize your website’s search ranking.</a><br />
<br />
<strong>Step 3: Continually Adding Items to Your Website</strong><br />
<br />
One more button won’t hurt, or so you think. Insurance agency websites have a lot to offer and can get cluttered fairly quickly. If you try to promote everything your agency has to offer on one page, nothing will stand out and your calls to action will blur into the background and lose effectiveness.<br />
<br />
<strong>Step 4: Too Many Hands in the Design Pot</strong><br />
<br />
Getting opinions from around your office is a nice gesture to help everyone feel included, but if there is not one final decision maker, the process can spiral out of control. Everyone has their unique taste and ideas. If everyone’s voice holds the same weight, your website will sit in the proof stage while your agency has no live web presence getting continually tweaked and adjusted with no end in sight. This can slow down the entire process and cause disastrous final results.<br />
<br />
<strong>Step 5: Ignore Search Engine Optimization</strong><br />
<br />
Every time a search engine updates how it ranks websites, it gives specific information to website owners to help keep their website optimized. Pay attention to those changes so you can adjust your insurance website accordingly. If you need more tips for SEO, <a href="http://www.getitc.com/blog/tag/seo/">we’ve got many posts on our blog dedicated to the subject.</a><br />
<br />
A website is the crux for all your agency marketing. It is often the first chance you have to make a good impression with a prospect. Don’t destroy it. Avoid these five steps so you create a website that works well for your agency, your clients and search engines.<br />
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Got a question about insurance websites? Leave a comment, and we’ll answer it.urn:uuid:665The Easiest Way to Ruin Your Email Marketing Efforts - Agency Marketing BlogDon’t ruin your agency marketing by sending emails without permission. A double opt-in process protects you & gets your emails to people who are interested.2014-11-26T08:38:59Z2024-03-19T05:52:04Z<img src="/images/blog/480654671_sign.jpg" alt="caution sign" longdesc="ruin your insurance agency email marketing" style="width: 250px; height: 167px; float: right; margin: 5px;" />Wouldn’t it be awesome to reach a countless amount of consumers at a low cost with information about your agency? Well, you can! That’s what email marketing is. And the way to make the most of email marketing is to compile a list.<br />
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No matter the size, every independent insurance agency can build a list of prospects and clients. As best practice, when creating those lists, remember you must have permission from the email owner. The easiest way to kill your list, and your credibility, before you even start is to send emails without permission. <br />
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I promise this is not another blog telling you not to <a href="http://www.getitc.com/blog/marketing/2012/01/23/email-marketers-the-good-the-bad-and-the-ugly#.VGoDSMktyDs" target="_blank">buy email lists</a> or <a href="http://www.getitc.com/blog/marketing/2013/02/22/why-buying-followers-is-a-waste-of-money#.VGoDgcktyDs" target="_blank">social media followers</a>. (Though I would be remiss if I didn’t take a moment to reiterate that you should NEVER BUY FOLLOWERS OR LISTS OF EMAIL ADDRESSES!) (steps off soap box)<br />
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We have <a href="http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business" target="_blank">strict regulations in the US</a> when it comes to spam, so when you send emails without permission, you could find yourself in serious legal trouble – to the tune of $16,000 per violation. <br />
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To help you keep the fines at bay, here are two scenarios you should avoid.<br />
<ul>
<li><strong>Collecting business cards at an event and adding those email addresses to your mailing list without permission.</strong> It’s simple to avoid this. Instead, ask the person face to face if you can add them to your list. On the back of the business card, write yes or no to indicate whether or not the person would like marketing emails from you. This includes your newsletter and drip campaigns. </li>
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<li><strong>Adding your personal contacts to your email marketing list without permission.</strong> Just because your plumber is okay with you emailing him about a leaky faucet does not mean he wants your newsletter or to get information from you about auto insurance. </li>
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<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">More than likely you have a mixed bag of contacts in your email account, so be cautious. If in doubt, send an email to everyone on your personal list, and ask them to click a button or reply to your email to join your agency’s list.<br />
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</blockquote>I see these scenarios happen everyday when speaking to agents, so it’s possible you might’ve done one or both before. While it doesn’t seem like spam to send marketing emails to these folks, it is. Spam isn’t just emails about how a long lost relative in Nigeria has died and left you millions of dollars. Consumers can deem any irrelevant email that doesn’t provide value as spam, including emails they didn’t ask to receive.<br />
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<strong>Create a Double Opt-In Process<br />
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Having a double opt-in process in place can prevent you from emailing people without full permission. You may see this as an annoyance, but this is the best way to protect your agency if you’re accused of spamming. A double opt-in process is when a person subscribes to your mailing list and then clicks a link in an email to confirm her subscription.<br />
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There are five items needed to create the double opt-in process:<br />
<ol>
<li><strong>Signup Form</strong> – Place one on your insurance agency website and Facebook page to allow people to register their email addresses.</li>
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<li><strong>Signup Confirmation Page</strong> – After they have completed the online form, display a signup confirmation page. </li>
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<li><strong>Confirmation Email</strong> – This email is delivered automatically after someone registers for your list. An email is sent asking them to verify the email address by either replying or clicking a link to a confirmation page on your website. </li>
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<li><strong>Confirmation Thank You Page</strong> – This page displays when they click the confirmation link in the email.</li>
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<li><strong>Welcome Email </strong>– Once they have clicked through to your confirmation page, send them an email welcoming them to your email list. </li>
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If you have <a href="http://www.getitc.com/products/leadmanagement/" target="_blank">AgencyBuzz</a> and <a href="http://www.getitc.com/products/websites/" target="_blank">Insurance Website Builder</a>, a double opt-in process is easy to create.<br />
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Once you’ve set up the double opt-in process, you’ll have the best chance of getting your marketing emails to the right inboxes, and you’ll know only those truly interested are receiving your emails. <br />
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Got a question about the double opt-in process? Leave us a comment below.urn:uuid:66410 Things to Blog about on Your Insurance Website in December - Agency Marketing BlogGet more time for family and less time staring at a blank screen. We’ve got 10 ideas for your insurance website blog and newsletter you can use in December.2014-11-24T08:39:25Z2024-03-19T05:52:04Z<img src="/images/blog/459911781.jpg" alt="holiday lights hanging from a snow covered tree" longdesc="10 Things to Blog about on Your Insurance Website in December" style="width: 250px; height: 168px; float: right; margin: 5px;" />Traveling to visit family over the holidays? Here are 10 ideas for your agency’s blog and newsletters so you can write your insurance website content in advance and have more time to enjoy the holiday season. <br />
<ol>
<li><strong>Hanukkah (December 16)</strong>: Do you have a latke or brisket recipe that has been traditionally passed down your family tree for generations? Want to remind your clients about the inherent risk of burning candles? These are great topics to cover to ensure your clients have a happy and safe holiday.</li>
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<li><strong>Christmas (December 25)</strong>: Make Christmas the most wonderful time of the year for your clients by sharing information pertaining to the holiday. This could include donation drop-off locations, Christmas tree lots or a list of neighborhoods to visit for the best Christmas light displays.</li>
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<li><strong>New Year’s Eve (December 31)</strong>: This night, though festive, is risky because of the flowing champagne. Remind your clients to drive with extreme caution and select a designated driver if going out.</li>
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<li><strong>Resolutions</strong>: Many people associate the new year with making resolutions, often pertaining to weight loss or fitness. However, most people fail to meet their goals after a few short weeks. Offer some pointers for staying on track, especially if there’s a tip or trick that worked for you.</li>
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<li><strong>Caring for Pipes</strong>: It’s not uncommon for pipes to freeze and burst during the winter cold. Provide some information about pipe insulation and techniques used to prevent damage, such as letting faucets drip and opening cabinets under sinks. Also explain how homeowners insurance can come to the rescue in the case of such an emergency.</li>
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<li><strong>Cooking Safety</strong>: Most home fires start in the kitchen, and the risk increases when cooking big holiday feasts. Share safety tips with your clients, such as turning pan handles inward and keeping towels away from hot stoves.</li>
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<li><strong>Indoor Activities for Kids</strong>: Poor winter weather may force everyone indoors from time to time, so share some ideas for keeping children busy during these occasions. </li>
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<li><strong>Decorations and Fire</strong>: Furnaces, space heaters and fireplaces all create a higher risk of fire, which only grows worse after adorning a home with flammable holiday décor. Remind your clients to keep Christmas trees and trinkets at least three feet away from fire or other heat sources.</li>
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<li><strong>Holiday Cookie Recipes</strong>: Many people participate in holiday cookie exchanges or enjoy baking for friends and family. Share some of your favorite recipes to spread the holiday joy.</li>
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<li><strong>Saving on Heat</strong>: Heating a home doesn’t have to break the bank. Do a bit of research about ways to lower heating costs and share the information with your clients. It’s one more way you can help them save.</li>
</ol>
These 10 content ideas are a great way to begin writing blog posts for your insurance agency website and newsletters for December before the season gets too busy. Do you have any other ideas? Let us know in the comments below.urn:uuid:663Get the 4-1-1 On Why NAP is Important for Your Insurance Website - Agency Marketing BlogWhy your name, address and phone number are so important for your insurance agency website’s ranking in search engines.2014-11-21T08:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/451169621.jpg" alt="Location Pin on map" longdesc="The importance of your insurance website's NAP (name, address and phone number)" style="width: 250px; height: 147px; float: right; margin: 5px;" />Your agency’s NAP (name, address and phone number) is an important part of your insurance agency website ranking well in local organic search results because search engines take local data, like your NAP, into account when showing geo-targeted search results. Understanding how to use NAP is critical to help search engines determine whether to display your website.<br />
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For example, if someone is searching for auto insurance in your city, you want to make sure your business shows up in those local results. Listing your NAP on your insurance website, and doing it consistently elsewhere, like social media and local listings, will give the search engines confidence that your listed location is real. Therefore, they are more likely to show your website in those results.<br />
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What to Do</strong><br />
The first thing you want to do with NAP is to make sure it’s correct on your website and any other websites that list your agency. As best practice, put your NAP on your homepage and make sure it matches the one you have on your locations and contact page.<br />
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Accuracy is most important because if there are any inconsistencies, the search engines will notice it when crawling your website. Inconsistent information can cause them to possibly deem your insurance agency website as untrustworthy and inauthentic.<br />
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Another tip is to get your NAP on every reputable directory you can. The more local, the better. Reputable directories show the search engines that your website is unlikely a spammy, made just-for-SEO website. <br />
This is why it is important to make sure your NAP is consistent on your own website but also on other listings like Yelp, Bing, Citysearch.com, Merchantcircle.com, Four Square and Yellow Pages. If you have a different NAP on these websites compared to your website, the search engines will likely drop your ranking.<br />
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As you can see, it is important to have your NAP correct for the sake of the search engines. But it’s also important to be consistent with your NAP for your clients. If a client gets to your office or calls you, don’t confuse them with incorrect street names or multiple phone numbers. Make sure it’s clear to your clients where you’re located and which number they need to call to reach you.<br />
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When it comes to NAP, the key is consistency. As long as your NAP is correct on your own insurance website and other local directories, this will only help your search engine rankings. urn:uuid:662Masters of Marketing: Back to Basics - Blogging 101 - Agency Marketing BlogThe slides and recording of the November 20, 2014 Masters of Marketing webinar.2014-11-20T15:01:34Z2024-03-19T05:52:04ZIn today’s Masters of Marketing webinar, I discussed when, why and how to blog for your insurance agency. If you missed it, <a href="https://attendee.gotowebinar.com/recording/2182188995645608450">you can watch the recording here</a> or review the slides below. <br />
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<iframe src="//www.slideshare.net/slideshow/embed_code/41823120" width="425" height="355" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;"> </iframe>
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Join us for our next Masters of Marketing webinar on Thursday, December 18th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.</div>urn:uuid:661Looking to Sell Your Agency? Technology Can Help. - Agency Marketing BlogTechnology, like agency marketing systems and comparative raters, is a critical part of your agency’s process that can help improve the value of your agency.2014-11-19T08:54:56Z2024-03-19T05:52:04Z<img src="/images/blog/180407759.jpg" alt="man looking at graph" longdesc="Sell your insurance agency with the help of technology" style="width: 250px; height: 179px; float: right; margin: 5px;" />Often I speak to agents looking to grow their agencies with the hope of making more money in the short term. However, every business owner needs an exit plan. Whether to collect recurring paychecks while sitting on the beach, sell it, or pass it down to family member, you probably don’t want to run an agency forever. No matter what option you choose, your goal should be to increase the value of your business through more sales and longer customer retention. <br />
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There are hundreds of thousands of articles out there talking about improving the people, the product and the process within your agency to increase its sell-ability. However, many of these articles fail to mention a critical part of the process… technology.<br />
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<strong>Consolidation is happening.</strong><br />
Consolidation of the insurance industry is happening. Successful agencies are being snapped up at a surprising rate. ITC sees this happen all the time within our own customers. When I reach out to the new ownership, I ask, “Why did you purchase this agency?” I always get standard business responses: Synergy. Profitable. Strategic. Until one day, I heard something different. Technology. That’s right. They purchased an agency because the agency had invested in technology.<br />
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<strong>How technology helps.</strong><br />
If you are looking to sell your agency whether today, tomorrow or 30 years from now, you should invest in technology yesterday. Systems such as agency marketing automation systems, comparative rating sales systems, and agency management systems are essential to increasing your valuation.<br />
<em><br />
</em><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>Marketing Automation Systems<br />
</em></blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">Your agency should invest in a sales and marketing automation system that creates a consistent contact, follow up and retention workflow for both your prospects and existing clients. By increasing the number of policies you close and retain the value of your business will increase. A few systems that you should look at include <a href="http://velocify.com/" target="_blank">Velocify </a>for lead management; <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz </a>for automated agency marketing follow up and retention via email, print and text message; and Insurance Website Builder for a fantastic insurance agency website so<a href="http://www.getitc.com/blog/marketing/2014/11/12/its-crowded-out-there" target="_blank"> you can stand out.</a><br />
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<em>Comparative Rating Sales Systems<br />
</em>A <a href="http://www.turborater.com/">comparative rater</a> is more than a tool to get insurance rates from multiple companies at once. It is an intimate part of the sales process. Beyond allowing you to quickly rate a risk, your rater should also integrate with your lead and marketing systems. As you work the prospect through the sales process, your comparative rating system needs to communicate to the prospect, keeping her in the loop about the policy you have quoted. It should also collect valuable marketing, sales, and process tracking information to better sell policies and train and manage your producers.<br />
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<em>Agency Management System<br />
</em>How often do you get a request from a client that requires you to look up some information in your <a href="http://www.getitc.com/products/management/">insurance client management system</a>? Rarely. Then why do you spend so much money on it? Data. <br />
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While looking up current clients is great, your agency management system is a wealth of information waiting you to mine it. For example, your management system should contain every prospect, client and lost client you have ever worked with. Why not reach back out to them? Many agencies have hired a person to reach out to these old contacts and re-engage them with the agency. What about developing a better understanding of your client/carrier performance? What is your retention by carrier? Which ones perform? Which ones don’t?</blockquote><br />
<strong>You have it, use it.</strong><br />
Technology is there to help your agency throughout the entire lifecycle of your clients. Often there are significant costs relating to acquiring and maintaining it in the form of servers, workstations and monthly service fees. You should be taking full advantage of the technology you have so make sure to reach out to your technology vendor. Ask them about new features. Ask about features that you might not be using or could use more effectively.<br />
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As a technology vendor ourselves, we are tied to your success. Let us help.urn:uuid:660Are Your Insurance Website Colors Sending The Wrong Message? - Agency Marketing BlogColor is more than what looks good. Learn how the color of your insurance agency website can affect your visitors.2014-11-17T09:17:56Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 167px; float: right; margin: 5px;" src="/images/blog/506622873.jpg" />What if I told you color isn’t something pretty or pleasing to the eye? It actually goes much deeper than aesthetics. Color can dramatically affect a person’s mood, feelings and emotions. <br style="line-height: 13px;" />
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While we all have our own deep-rooted and personal experiences with color, those experiences can vary from culture to culture. For example, in Western civilizations white is used in weddings as a symbol of purity, while in Eastern countries white is a symbol of mourning. <br style="line-height: 13px;" />
The study of color as a determinant of human behavior is what we call color psychology. When working with the designer to create your insurance agency website, think about exactly what you want to say with the design. <br style="line-height: 13px;" />
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To understand the full scope of color, and how it remains such a powerful force in the look and feel of your website, we must first understand what color actually is.<br style="line-height: 13px;" />
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<strong>What is Color?<br style="line-height: 13px;" />
</strong>Back in 1666 a well-known gentleman, physicist, mathematician, and one of the most influential scientist of all time, Sir Isaac Newton discovered that by passing light through a prism, it would then separate into six distinct colors: red, orange, yellow, green, blue and violet. Further experiments demonstrated these six colors, which couldn’t be split any further, could instead combine to either create additional colors or cancel each other out resulting in a white light.<br style="line-height: 13px;" />
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<strong>Psychological Aspects of Color<br style="line-height: 13px;" />
</strong>Perceptions of color, though subjective, do share universal meanings. The basics of these are broken into two categories.<br style="line-height: 13px;" />
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Warm Colors: Red, orange and yellow are often used to evoke emotions ranging from warmth and comfort all the way to anger and hostility.<br style="line-height: 13px;" />
You can say this spectrum focuses on passionate feelings.<br style="line-height: 13px;" />
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Cool Colors: Blue, violet and green are often associated with calmness but can also exude sadness, depression or indifference.<br style="line-height: 13px;" />
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<strong>How The Color Of Your Website Can Affect Your Clients</strong><br style="line-height: 13px;" />
In the insurance world, the color blue is used quite often. Think MetLife, Geico, Allstate, Aetna, Progressive - What do they all have in common? They all use some shade of blue in their marketing. Even State Farm Insurance notably adopted a new logo design which encompasses the blue color. <br style="line-height: 13px;" />
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Here is a list of colors and how each may help or hinder your visitor’s experience while on your insurance website. <br style="line-height: 13px;" />
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<strong>Black </strong>– Absorbs all light in the color spectrum. It’s popular as an indicator of power and prestige and can help your agency stand out as a powerhouse amongst competitors.<br style="line-height: 13px;" />
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<strong>White </strong>– Represents purity of innocence. Being bright, it creates a sense of space and openness. It has a cold and sterile feel to it, which is partly why hospitals and hospital workers wear white. This color in combination with green or blue is often used in life and health insurance websites. If your agency focuses on those lines of business, it is a good idea to adopt its usage on your website.<br style="line-height: 13px;" />
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<strong>Red </strong>– Usually associated with love, warmth and comfort but is also considered an intense color in the form of anger or excitement. Also, red activates your pituitary gland, which increases your heart rate. When used on a website, red can be aggressive and energetic, often provoking a passionate response, and it is a great color to use to grab attention. But beware; too much red can also represent danger or indebtedness.<br style="line-height: 13px;" />
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<strong>Blue </strong>– As stated above, you’ll notice a lot of insurance websites use some shade of blue, and there’s a reason for that. Often the favorite color choice of many people, blue is the most preferred color of men. It leaves a person feeling calm or serene and its message of stability inspires trust. What more do you want than your customer’s trust? Right!<br style="line-height: 13px;" />
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<strong>Green </strong>– This cousin to blue is a color symbolizing nature, health and wealth. When used on a website, green can work to calm a person down and take the pressure off of the whole-shopping-for-insurance experience.<br style="line-height: 13px;" />
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<strong>Yellow </strong>– This color communicates optimism, positivity, light and warmth. The eye also sees bright yellows before any other color, which makes it a great color for call to action buttons on your website.<br style="line-height: 13px;" />
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<strong>Purple </strong>– In the past people used purple as a symbol of royalty and wealth. Out of all of the colors, there are no real negative drawbacks to using this color. Sharing influences from both blue and red, it can sometimes add a sense of wisdom or spirituality. When used in the branding of your agency, it gives off a more creative or imaginative outlook.<br style="line-height: 13px;" />
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<strong>Orange </strong>– This color is the combination of two of the strongest colors in this list, red and yellow, and also shares in both strengths of these colors. Orange is the number one color for calls to action such as Buy, Sell or Subscribe. This color represents a friendly, cheerful and confident brand.<br style="line-height: 13px;" />
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When it comes to your brand, the color of your insurance agency website and logo is the first thing your clients will see.<br style="line-height: 13px;" />
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As such, it’s a good idea to look beyond what’s popular and actually focus on what makes your agency unique. By doing that you’ll find a color or colors that mirror those aspects so you can stand out from your competition. urn:uuid:659Still Using Windows XP? You are Risking Everything. - Agency Rating BlogAnti-virus and anti-malware software can’t save you. Learn how your clients and your future are at risk if you are still using Windows XP in your agency.2014-11-14T16:37:22Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/101772579.jpg" longdesc="Still Using Windows XP? You are Risking Everything." style="width: 250px; height: 204px; float: right; margin: 5px;" />On Tuesday, November 11, <a href="http://blog.trendmicro.com/trendlabs-security-intelligence/a-killer-combo-critical-vulnerability-and-godmode-exploitation-on-cve-2014-6332/" target="_blank">the National Institute of Standards and Technology (NIST) released a critical vulnerability with ‘Godmode’ exploitation</a> summary for CVE-2014-6332 relating to a bug within the Windows operating system that has been around since Windows 95. Microsoft released a patch for this nearly 20-year-old bug called WinShock for all currently supported operating systems. Unsupported operating systems like Windows XP will not get a patch.<br />
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<strong>What does this mean for Windows XP users?</strong><br />
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WinShock can completely compromise any computer running Windows XP. <a href="http://securityintelligence.com/ibm-x-force-researcher-finds-significant-vulnerability-in-microsoft-windows/" target="_blank">Per IBM’s Security Intelligence website</a>, the attack can be initiated remotely when you visit a malicious website using any version of Internet Explorer and can bypass any system security layer designed to thwart such an attack. Even up-to-date anti-virus and anti-malware programs will not prevent a hacker from exploiting the vulnerability. <br />
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Once exploited, a machine may have malicious software installed that could cause the loss of stored data, theft of data, disruption of network capabilities, disclosure of private information, logging of keystrokes, remote access and installation of <a href="http://www.microsoft.com/security/resources/ransomware-whatis.aspx" target="_blank">ransomware</a>. Once compromised, any machine that the hacked machine has access to, such as networked servers or other workstations, could be exploited regardless of what operating system is installed.<br />
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<strong>How does this affect insurance agencies and carriers?</strong><br />
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As an insurance agent, you have access to the complete profile of Personably Identifiable Information (PII). This includes, but is not limited to, data points like contact information, birthday, government identification numbers, financial account numbers, payment card information, transaction information, and credit report information. As such, many laws have been passed at a state level regulating notification and civil fines should your clients’ data become compromised from your system.<br />
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<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>
Notification</em></blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
Data breaches make national news these days. Target and Home Depot are prime examples. Like these retailers, should your data become breached, you must notify each individual affected by the breach. If the number of affected individuals exceeds 500, you may also need to report the breach to a government organization and, in some cases, the media. As a trusted advisor in charge of protecting your clients’ future, nothing will hurt your reputation more than telling them you introduced them to the world of identity theft.<br />
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<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>
Fines</em></blockquote><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">
<a href="http://www.bakerlaw.com/files/Uploads/Documents/Data Breach documents/State_Data_Breach_Statute_Form.pdf" target="_blank">Each state has defined their own fine structure when it comes to the breach of PII</a>. On average they run between $1,000 and $100,000 per incident. Some states base an incident as a collective, others provide that each individual affected is a separate incident. </blockquote>
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Federal laws have also been passed regulating data security for insurance-related operations.<br />
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<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>Health Insurance Portability and Accountability Act (HIPAA)<br />
</em>
<a href="http://www.gpo.gov/fdsys/pkg/CFR-2007-title45-vol1/pdf/CFR-2007-title45-vol1-sec164-308.pdf" target="_blank">According to the 164.308(a)(1) Security Rule provision of HIPAA</a>, any covered entity or business associate must “Implement policies and procedures to prevent, detect, contain, and correct security violations.” It further states that entities must “Conduct an accurate and thorough assessment of the potential risks and vulnerabilities to the confidentiality, integrity, and availability of electronic protected health information held,” and “Implement security measures sufficient to reduce risks and vulnerabilities to a reasonable and appropriate level.” <a href="http://www.hitechanswers.net/hipaa-meaningful-use-compliance-windows-xp/" target="_blank">As Windows XP cannot pass an audit relating to this provision</a>, any entity running the unsupported operating system is in violation due to willful neglect and is subject to a minimum of $50,000 per violation and an annual maximum of $1.5 million. <br />
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<em>Health Information Technology for Economic and Clinical Health (HITECH)<br />
</em>
Subtitle D of the HITECH acts extends the HIPAA Security Rule and Notification Rule not only for covered entities, but upon business associates, vendors of personal health records (PHR) and related entities if a breach of unsecured protected health information (PHI) occurs. This is known as the “Omnibus Rule.” <a href="http://independentagent.com/Resources/AgencyManagement/ACT/Pages/planning/SecurityPrivacy/HIPAA-Omnibus-Rule-Impact-Business-Associates.aspx" target="_blank">Per the Agents Council for Technology HIPAA workgroup</a>, “Agencies which sell any health insurance products (medical, dental, vision, long term care, Medicare supplements) for companies like Blue Cross/Blue Shield, Humana, Aetna, Principal, Delta Dental, etc. are likely to be Business Associates and their agent agreements will include provisions that require them as Business Associates to comply fully with the HIPAA Security Rule, as well as with the portions of the HIPAA Privacy and Data Breach Rules that are applicable to them.” This extension again causes any organization running Windows XP to be further subjected to the fines mentioned above. </blockquote>
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Other factors relating to the exposure of PII include the following:<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><em>Cyber Liability, Professional Liability, Errors and Omissions Policies<br />
</em>
All cyber liability and many professional liability and errors and omission policies include provisions relating to the protection and security of consumer data. Many policies provide that the carrier will not pay damages for any known defect or bug that could reasonably be expected to cause harm. Knowing that you are running unsupported and unpatched operating systems, which expose vulnerabilities, such as CVE-2014-6332 aka WinShock, would violate a similar provision lurking within your policy causing you to be liable and uncovered.<br />
<br />
<em>Payment Card Industry Data Security Standard (PCI DSS)<br />
</em>
Do you take credit cards? Do you store credit card numbers in your agency management or accounting system? If you do your merchant account provider requires that you must <a href="https://www.pcisecuritystandards.org/documents/pci_dss_v2.pdf#page=38" target="_blank">“Ensure that all system components and software are protected from known vulnerabilities by having the latest vendor-supplied security patches installed.”</a> Running Windows XP will cause you to be out of compliance with this requirement. <br />
<br />
<em>So many more…<br />
</em>
If you are subject to the Sarbanes–Oxley Act of 2002 or Gramm–Leach–Bliley Act through ownership of or by a bank, mortgage company, or other financial organization, running Windows XP will fail the audit. What about your agreement with carriers? Have you actually read it? What does that say about the protection of consumer data?</blockquote>
<br />
I could continue, but I think you get the idea. After reading this you should know that continued usage of Windows XP is considered willful neglect and will introduce you to higher fines.<br />
<br />
<strong>Flexibility of Approach<br />
</strong><br />
There are provisions in most of these statues that allow you to weigh the risk against the cost of implementation. Should your analysis conclude that it would be cost prohibitive to prevent the vulnerability, you may be able to forgo the implementation. However, this will not save you when it comes to Windows XP. The cost to upgrade relative to overall risk is minimal. The notification, consumer protection, and legal costs alone would easily pay for a complete overhaul of your technology infrastructure, and you would still be forced to upgrade anyway.<br />
<br />
Upgrading is not as expensive as you think. You can get a new desktop computer running Windows 7 Pro for around $300. In addition to upgrading to a supported operating system, you will get newer and faster equipment that will help your producers do what they do best… produce.<br />
<br />
<strong>For Everyone Else<br />
</strong><br />
The amount of PII that insurance organizations collect make them prime candidates for targeted attacks. While the bakery shop down the road might be hit via an opportunistic hacker just looking for an easy target. As an insurance agent, you are actively being targeted. I know this. We see it every day in our server, security and web logs. Hackers from all over the world are attempting to access your data because they know you have some of the most lucrative data out there.<br />
<br />
It is time to take security seriously. If you don’t take the security of your data seriously, you place your agency, carriers, vendors and, most importantly, your clients in irreparable harm.<br />
<br />
Patch and upgrade your systems. Install and maintain security features, such as firewalls, anti-virus and anti-malware software. Regularly assess who and how people access your systems. Invest in technology. It is meant to help, not hurt your business.<br />
<br />
And please, get rid of Windows XP.<br />
<br />
<strong>References</strong><br />
<br />
MS14-064 - Vulnerabilities in Windows OLE Could Allow Remote Code Execution (3011443) - <br />
<a href="https://technet.microsoft.com/en-us/library/security/ms14-064" target="_blank">https://technet.microsoft.com/en-us/library/security/ms14-064 </a><br />
<br />
MS14-066 - Vulnerability in Schannel Could Allow Remote Code Execution (2992611) - <br />
<a href="https://technet.microsoft.com/en-us/library/security/ms14-066" target="_blank">https://technet.microsoft.com/en-us/library/security/ms14-066 </a><br />
<br />
A Killer Combo: Critical Vulnerability and ‘Godmode’ Exploitation on CVE-2014-6332 (with how to exploit) - <a href="http://blog.trendmicro.com/trendlabs-security-intelligence/a-killer-combo-critical-vulnerability-and-godmode-exploitation-on-cve-2014-6332/" target="_blank">http://blog.trendmicro.com/trendlabs-security-intelligence/a-killer-combo-critical-vulnerability-and-godmode-exploitation-on-cve-2014-6332/ </a><br />
<br />
IBM X-Force Researcher Finds Significant Vulnerability in Microsoft Windows- <br />
<a href="http://securityintelligence.com/ibm-x-force-researcher-finds-significant-vulnerability-in-microsoft-windows/" target="_blank">http://securityintelligence.com/ibm-x-force-researcher-finds-significant-vulnerability-in-microsoft-windows/ </a><br />
<br />
State Data Breach Statues -<br />
<a href="http://www.bakerlaw.com/files/Uploads/Documents/Data Breach documents/State_Data_Breach_Statute_Form.pdf" target="_blank">http://www.bakerlaw.com/files/Uploads/Documents/Data%20Breach%20documents/State_Data_Breach_Statute_Form.pdf</a><br />
<br />
HIPAA Omnibus Rule will have Big Impact on "Business Associates" -<br />
<a href="http://independentagent.com/Resources/AgencyManagement/ACT/Pages/planning/SecurityPrivacy/HIPAA-Omnibus-Rule-Impact-Business-Associates.aspx" target="_blank"></a><a href="http://www.hitechanswers.net/hipaa-meaningful-use-compliance-windows-xp/" target="_blank">http://independentagent.com/Resources/AgencyManagement/ACT/Pages/planning/SecurityPrivacy/HIPAA-Omnibus-Rule-Impact-Business-Associates.aspx</a><br />
<br />
No HIPAA or Meaningful Use Compliance with Windows XP -<br />
<a href="http://www.hitechanswers.net/hipaa-meaningful-use-compliance-windows-xp/" target="_blank">http://www.hitechanswers.net/hipaa-meaningful-use-compliance-windows-xp/</a><br />
<br />
What is Ransomware? -<br />
<a href="http://www.microsoft.com/security/resources/ransomware-whatis.aspx" target="_blank">http://www.microsoft.com/security/resources/ransomware-whatis.aspx<br />
<br />
</a><a>
</a>HIPAA Security Rule - <br />
<a href="http://www.gpo.gov/fdsys/pkg/CFR-2007-title45-vol1/pdf/CFR-2007-title45-vol1-sec164-308.pdf" target="_blank">http://www.gpo.gov/fdsys/pkg/CFR-2007-title45-vol1/pdf/CFR-2007-title45-vol1-sec164-308.pdf<br />
</a><br />
PCI DSS Requirements and Security Assessment Procedures - <a href="https://www.pcisecuritystandards.org/documents/pci_dss_v2.pdf" target="_blank">https://www.pcisecuritystandards.org/documents/pci_dss_v2.pdf </a>urn:uuid:65810 Social Media Ideas to Encourage Engagement - Agency Marketing BlogDon’t let your agency’s social media pages fall into a rut.Try out these 10 ideas to help keep your audience engaged.2014-11-14T09:25:44Z2024-03-19T05:52:04Z<img src="/images/blog/178139874.jpg" alt="ideas" longdesc="10 Social Media Ideas to Encourage Engagement" style="width: 250px; height: 167px; float: right; margin: 5px;" />Social media is important for insurance agencies because when used correctly social media as part of your agency marketing plan can help you stay in contact with your clients and reach new people. It can even humanize your agency by showing your followers that you’re not a boring agent who’s stuck behind a computer screen.<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2014/08/11/if-at-first-you-dont-succeed-dust-yourself-off-post-again#.VFo7aPnF9rk" target="_blank">I’ve stated before the importance of keeping up with your social media pages and not abandoning them</a>, but I understand that some days coming up with content is hard. <br />
<br />
Here are 10 social media ideas to help keep your followers engaged and your social media pages active.<br />
<ol>
<li><strong>Discussions </strong>– Post a topic or an article and ask your followers to comment with their opinions. While you may want to keep the discussions insurance related, you don’t have to. Consider pop culture or a highly-anticipated movie about to hit the theater, ask your followers if they plan on seeing it.</li>
<br />
<li><strong>Link to Your Favorite Article/Blog Post</strong> – Sharing is caring so look for informative, entertaining, or inspirational articles or blogs and repost them. If you repost an article or a blog from your insurance agency website or about your agency, you get bonus points because it will give you more exposure and drive more traffic to your website. </li>
<br />
<li><strong>Behind the Scene Agency Photos</strong> – Insurance is a personable and customer service-focused industry. Consumers like to know who they’re doing business with and nothing will show the personality of you and your agency more than sharing behind the scene photos of your office. If you have an office party or participate in a charity event, post those photos to your social media accounts so your fans can get a greater view of your agency.</li>
<br />
<li><strong>Fun Facts</strong> – There is a wide range of topics that you can cover when posting fun facts. Search the web for ideas to make it quick and easy. The more interesting the fact, the more likes and shares it’ll get, which equals more exposure for your agency.</li>
<br />
<li><strong>Testimonials </strong>– Post testimonials and reviews you’ve received from your clients. You’ll remind your followers why they love your agency, which may even help with your retention. As best practice, before sharing the testimonials on social media, get the client’s consent to use their testimonials in your marketing.</li>
<br />
<li><strong>Holiday Themed Posts</strong> – Ask your social media followers what they anticipate doing for the upcoming holiday or perhaps suggest ideas of some holiday-themed events happening in your area. This doesn’t have to be restricted to the Thanksgiving and Christmas season either. </li>
<br />
<li><strong>Fill in the Blank</strong> – A great way to keep your followers engaged is to post a fill in the blank question or story and have them fill in the blank. For example, <em>When I was younger, I wanted to be a/an _____ when I grew up</em>. This is an also a fun way got get to know your clients better. You can jump start the fun by answering your own fill in the blank question first.</li>
<br />
<li><strong>Trending Topics</strong> – <a href="http://www.getitc.com/blog/marketing/2014/10/01/the-power-of-the-hashtag#.VFo7MfnF9rk" target="_blank">Hashtags are still going strong</a> so search Facebook or Twitter for the day’s most popular topics then ask your followers to share their opinions. This will make for a fun moment and further establish the personality of your agency on social media.</li>
<br />
<li><strong>Quotes</strong> – Post famous or inspirational quotes. This is also a quick and easy post and is a Google search away.</li>
<br />
<li><strong>Throwback Photos</strong> – Share with the world those old company photos like a past event or a former logo or ad that was used. This is especially fun if your agency has operated for years. This will allow your clients and even remind your employees how much your agency has grown. </li>
</ol>
Don’t find yourself in a social media slump. Instead, use some of these ideas to spice up your social media and keep your social media followers and fans entertained.urn:uuid:657It’s Crowded Out There - Agency Marketing BlogCompetition is fierce. To stand out you need to answer the five big questions for your agency marketing plan: who, what, when, where and why.2014-11-12T09:24:29Z2024-03-19T05:52:04Z<img src="/images/blog/dv1492005.jpg" alt="a headshot of a crowd of people" longdesc="To stand out you need to answer the five big questions for your agency marketing plan: who, what, when, where and why." style="width: 250px; height: 179px; float: right; margin: 5px;" />I woke up this morning. Watched the news. Saw four different insurance company ads. To top it off, the local weather was sponsored by a different insurance company. I watched the news for less than 15 minutes. A full newscast might have blown my mind. There are so many choices to choose from; how do you stand out? More on that in a bit. Let’s talk consumer behavior first.<br />
<br />
My experience this morning reminded me of a conversation I had with my dad a few days earlier. He is your perfect customer. No tickets. No accidents. Good credit. Pays his bills. Bundles his two cars and homeowner policies. Most of all he is loyal. Or so I thought. Knowing my industry he asked me about changing insurance companies. I was shocked. He has been with his agent since before I could reach the pedals. I asked, “What happened there Mr. Loyal?” His response was, “Why not, they are not loyal to you. You have an accident or a ticket, and they charge you more or may even cancel you. With all the choices out there, why wouldn’t I switch if the coverage is the same for less money?”<br />
<br />
I sat back and smiled. The old-school insurance consumer was changing right before my eyes. I pressed him further. “I never here from my agent. The only time we talk is when I am wondering why my rates went up. Why do I even need someone local? I can’t go five minutes without seeing or hearing an ad for this company or that company.” There’s a red flag to anyone interested in growing their agency in this market… his agent is not continually selling the value of working with a local agent. Shame on him.<br />
<br />
Not only do you have to operate differently to attract the newer web-savvy consumers, you now have to worry about the long-term loyalists who are starting to take advantage of the new world of insurance.<br />
<br />
<strong>Standing Out</strong><br />
<br />
For you to stand out you need to do a little homework to determine how your agency will address who, what, when, where and why.<br />
<br />
<em>The Who (not the band)</em><br />
Who are your target clients? Create personas for them. Are they tech dependent? Are they price driven? Are they service driven? The list could go on. <br />
<br />
<em>The What</em><br />
Now you know the who… what will they want? They are going to come to you with a list of needs and wants. It is your job to create a package that meets their needs while addressing their wants. Be open; what you think they need might not necessarily be what they think they need.<br />
<br />
<em>The When</em><br />
Now you have who is going to buy what. When will they buy it? What is the average buying cycle for each product offering? <a href="http://www.getitc.com/release/2014/03/26/itc-releases-binding-online-with-turborater-for-websites" target="_blank">Do you have instant purchase options on your website?</a> Have you developed a follow up plan that each and every producer in your office will follow? Nothing is worse than getting a bright and shiny new lead and leaving it outside to wither.<br />
<br />
<em>The Where</em><br />
When the who are looking for the what, are you there? The first obvious place is online. You might be intimated at first. However, I have good news. You can compete with the big guys online. They are not able to monopolize every keyword combination. If your target client is looking for a specific product that meets their needs locally, they will choose you.<br />
<br />
<em>The Why</em><br />
Here is the multi-million dollar (book of business) question. Why should they choose you? Just <a href="http://www.getitc.com/blog/marketing/2014/10/08/why-service-is-not-a-differentiator" target="_blank">offering better service is not a differentiator</a> that will set you apart. Is your agency fun? Are you involved? Are you appreciative of their business? Are you looking out for their best interests? Are you an expert in meeting their ongoing and ever-changing needs?<br />
<br />
Put all of these together, and you are going to stand out to your prospective and existing client base.<br />
<br />
<strong>Next Level<br />
</strong><br />
As I mentioned above you can compete with the direct writers and advertisers online on a more local level. But, how do you compete for impressions in the increasingly competitive marketplace of TV and radio? The answer is sheer numbers.<br />
<br />
You are part of an elite group of professionals. You are an independent agent. You are part of more than 40,000 organizations that share a common goal. The collective group can outspend even the largest carriers should you choose. You can overwhelm the search results through fresh and unique insurance websites that will push the big guys out. You can join local, state, regional and national organizations like the Big I and the PIA. You can take advantage of marketing co-op programs from organizations like Trusted Choice. <br />
<br />
Together we can create an effort that can beat anyone but only if you are thoroughly committed to it. <br />
Are you in?urn:uuid:655How Do I Get More Traffic to My Insurance Agency Website? - Agency Marketing BlogAfter your website is done, the next item on the list is driving traffic. Here’s how the three traffic types can bring more visitors to your insurance website. 2014-11-10T09:06:34Z2024-03-19T05:52:04Z<img src="/images/blog/186656351.jpg" alt="magnifying glass on the word "website"" longdesc="How Do I Get More Traffic to My Insurance Agency Website?" style="width: 250px; height: 250px; float: right; margin: 5px;" />I get this question all the time. Truth is there is no single right answer about how to increase your insurance website traffic. There are different strategies that can work depending on the demographics, geo-locations, markets, etc. of your website visitors.<br />
<br />
There are three main categories of website traffic: <em>organic, paid</em> and <em>local</em>. All three options have several factors that have worked for our customers in the past and could also work for you. Like I said above, every website will have a different outcome with each strategy, so make sure to spend some time evaluating which strategy works best for you and your insurance agency website.<br />
<br />
<strong>Organic</strong><br />
When you think of organic traffic, you may think you need to get on page one of Google for a specific set of keywords to be successful. Although this is helpful, it’s not the only way to get organic traffic. <br />
<br />
Long tail keywords (longer, more specific keyword phrases) are often less competitive and therefore easier to rank for. Blogging is a great way to capture organic traffic with long tail keywords. When considering what to blog about, log into your Google Webmaster Tools and look at some of the searches of long phrases that brought people to your website, then blog about those topics. The more often you blog, the more you will see a greater diversity in long tail keywords, and you will start to improve your website’s ranking. <br />
<br />
Answering questions your clients might have about insurance is an ideal way to get started.<br />
<br />
Here are some of the long tail keywords that ITC customers have used to successfully drive traffic to their insurance website:<br />
<ul>
<li>Car insurance without driver’s license Texas</li>
<li>Injury and illness prevention program sample</li>
<li>Commercial insurance coverage checklist</li>
<li>Health insurance for independent contractor</li>
</ul>
<strong>Paid</strong><br />
The first thing that may come to mind when you think of paid traffic or paid advertising is Google AdWords, their pay per click (PPC) advertising system. Although PPC advertising is a proven way to get traffic, the quality of traffic may vary. It can also be hard to manage, since to do PPC correctly, you need to adjust your ads often.<br />
<br />
Advertising on popular websites that correspond with the lines of business you provide is a great way to get new traffic. If you focus on auto insurance, look to advertise on websites that deal with auto sales. Same goes for motorcycles or boats. Personal lines are typically easier to target for paid traffic because there are many possibilities for advertising on websites that your desired visitor will frequent.<br />
<br />
<strong>Local</strong><br />
Local traffic is a more traditional approach to marketing. Local marketing involves getting boots on the ground and getting involved in your community. People need to know who you are. It may take a little elbow grease, but there are several ways to increase your brand awareness locally:<br />
<ul>
<li>Booths at events</li>
<li>Sponsor events</li>
<li>Sponsor youth teams</li>
<li>Postcards and mailings</li>
</ul>
The holidays are a great time to start getting implementing some of these ideas. There are usually events throughout the fall and winter you can participate in. Also, consider giving something away to help draw attention to your agency.<br />
<br />
As you can see, there are several ways to boost the traffic to your insurance agency website. Regardless of your website’s current performance, there is always a competitor you need to beat or stay in front of. Try all three categories, consistently re-evaluate how each strategy is working for you, and make adjustments as necessary.urn:uuid:654Who is Your Insurance Website Really Built For? - Agency Marketing BlogBefore you start designing your website, decide who you want to target as that will affect your insurance website design.2014-11-07T09:18:48Z2024-03-19T05:52:04Z<img src="/images/blog/180328586.jpg" alt="bullseye target" longdesc="Who is Your Insurance Website Really Built For?" style="width: 300px; height: 221px; float: right; margin: 5px;" />It's 2014. Every insurance agency has a website (or should). If this is the norm, asking why an agency has a website shouldn’t matter, right? Wrong. In fact, the question of why your website exists is the most important part. It is essential in the design and setup phase to determine who your website is for.<br />
<br />
For your insurance agency website, you have options when determining which audience to target with your website.<br />
<br />
Most big insurance websites you run across will focus on attracting new clients. The purpose of this type of website is to have visitors convert to prospects and then eventually clients. With this type of website, the calls to action will focus on encouraging visitors to fill out a quote form or a contact page.<br />
<br />
Focusing on incoming leads works great, especially since it is likely that a person visiting your insurance website for the first time found you by searching online. Clearly conveying to your audience that you want them to request a quote, and showing them how, will increase your chances of a follow through. You save time from cold calling when you let your website do some of the heavy lead lifting for you.<br />
<br />
On the other hand, your website could focus on your current clients. If you plan on using your insurance agency website as a retention tool, it will look a little different. You still want to have quote forms, but your calls to action may lean more towards customer service. For instance, instead of Get a Quote, your buttons might say <em>Make a Payment Online</em> or <em>File a Claim</em>.<br />
<br />
Having a customer service spin to your website may also help automate the renewal process with your current clients. Nowadays, consumers like to handle as much business as possible online so the easier your website is to navigate, the happier your clients will be. Usually the happier your clients are, the more willing they are to renew their policies.<br />
<br />
The last option is to combine your focus and target both current and potential clients. When doing this, it is important to remember that the dual targeting will no longer be as effective for one group over the other. If you spend half of your time focusing on new clients and the other half on current clients, you will not get as many leads as a website that is 80% focused on potential clients.<br />
<br />
When deciding if your insurance agency website will focus on new leads, retaining current clients or a combination of both, choose what works best for you and your agency. urn:uuid:653ACORD Forms Update (October 2014) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in October 2014.2014-11-05T14:51:45Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<br />
<strong>Forms with New Revision Dates</strong><br />
125 FL 2015/02 replaces 2011/10 – Florida Commercial Insurance Application, Applicant Information Section (for use on or after 2/1/2015)<br />
<br />
855 CA 2014/11 replaces 2014/09 – California FAIR Plan Property Insurance, Application for Commercial Insurance<br />
<br />
<strong>Corrections or Modifications to Existing Forms</strong><br />
130 2013/09 – Workers Compensation Application<br />
<br />
301 2013/10 – National Flood Insurance Program Flood Insurance Application<br />
<br />
302 2013/10 – National Flood Insurance Program General Change Endorsement<br />
<br />
407 2014/12 – Livestock Mortality Section (for use on or after 12/1/2014)<br />
<br />
125 FL 2011/10 – Florida Commercial Insurance Application, Applicant Information Section<br />
<br />
130 FL 2002/07 – Florida Workers Compensation Applicationurn:uuid:652TL;DR – The Shorter, The Better - Agency Marketing BlogDigital agency marketing materials, like blog posts and emails, don’t have to be long to work. Sometimes the shorter, the better.2014-11-05T08:49:38Z2024-03-19T05:52:04Z<img src="/images/blog/74957254.jpg" alt="woman looking at computer unamused" longdesc="The shorter the content, the better for insurance " style="width: 250px; height: 167px; float: right; margin: 5px;" />It’s amazing how paralyzing writer’s block is. But when I get past it, my writing becomes a spigot I can’t turn off. I’m writing a blog entry, and before I know it, I’m on page two. Uh-oh! This is getting too long. Let me finish these last two points, and I’ll be done. Almost a page later, I’m done. Where was this ability to pound out long, yet accurate, monologues when I was in school?<br />
<br />
I see agents do the same thing with their digital agency marketing, whether it is an email, blog posts or sales materials. When the mood strikes, they unload their ideas in a stream of consciousness that provide the reader with everything they could ever know on the subject. Too bad today’s consumers have attention spans that are shorter than a goldfish.<br />
<br />
<strong>TL;DR</strong><br />
When perusing my news feeds, I often encounter these brain dump articles. I read the first few sentences, and if it has my interest, I scroll to the bottom to see how much time I will be investing in the article. If it is too long, I won’t continue to read it and instead often comment with TL;DR (aka too long, didn’t read).<br />
<br />
<strong>Draw Them In</strong><br />
When writing articles, blog posts or agency marketing materials, including your insurance agency website, keep to a few basic guidelines:<br />
<ol>
<li>Have a catchy title that draws readers to your content.</li>
<br />
<li>Engage the reader quickly by getting to the point or providing a relatable story that interests her.</li>
<br />
<li>Keep it short. Your time is valuable, so is the time of your readers. Respect it by avoiding anything not relevant to your point or story.</li>
<br />
<li>Know your media. The amount of content you should put in a marketing piece should change based upon how you are delivering it. Email, keep it short. Blog, about a page. Magazine article, write away.</li>
</ol>
<strong>Finishing Up</strong><br />
Following this method has a positive side effect. It takes you less time to write. In fact, this blog post took me 13 minutes to write. When you keep your writing short, you’ll have more time to earn money, write your next entry or enjoy the day. <br />
<br />
Thanks for reading, if you made it this far.urn:uuid:651The Value of a Comparative Rater - Agency Rating BlogComparative raters have value for everyone, including prospects, clients, carriers and agents. Here’s why.2014-11-04T08:56:38Z2024-03-19T05:52:04Z<img src="/images/blog/494093793resize.jpg" alt="5 stars" longdesc="The Value of a Comparative Rater" style="width: 250px; height: 167px; float: right; margin: 5px;" />The comparative rater debate has occurred pretty much since raters debuted in the industry more than 30 years ago. As recently as this summer I’ve seen <a href="http://www.iamagazine.com/viewpoints/read/2014/08/28/comparative-raters-aren%27t-the-enemy" target="_blank">discussions on the value of comparative raters for independent agencies</a>. There are compelling arguments on both sides. The truth is comparative raters have value for every prospect, client, carrier and independent agent, and here’s why.<br />
<ul>
<li><strong>The Prospect</strong> – Consumers want a quote, a competitive one with multiple carriers. Thanks to commercials and billboards that advertise how a consumer can save in 15 minutes or less, they also want that quote fast. By using a rater, you can analyze multiple insurance companies and find a policy to fit the coverage need and price within a few seconds of a prospect’s request.</li>
<br />
<li><strong>The Client</strong> – People want great service. Some agents don’t want to shop their clients’ policies because it hurts their renewal books. Actually, your clients are shopping every day. They see Mayhem, get discount double checked, and have a lizard beg for 15 minutes of their time. When it is renewal time, a comparative rater makes it easy to shop a policy again so you can tell the client whether it is the best policy for the best value. This reminds your client of your most valuable service and how he doesn’t need to shop for a policy himself.</li>
<br />
<li><strong>The Carrier</strong> – Carriers want to be quoted every time a consumer requests one. This gives them opportunity. Without comparative raters the likelihood of a carrier getting quoted every time is less as it is time consumer to manually quote a policy. Comparative raters give carriers that opportunity with every policy that is quoted. <a href="http://www.getitc.com/blog/rating/2014/08/26/ranking-companies-at-the-top-or-bottom-in-the-comparative-rater" target="_blank">If you have a special relationship with a specific carrier, you can make sure that carrier is seen with every quote</a>.</li>
<br />
<li><strong>You</strong> – Time is money. Using a rater improves the overall efficiency of your agency. Some agents may feel they are more efficient without a comparative rater because a rater takes too long to give a quote, or the quote is inaccurate. I agree; this is a problem. However, the problem is not with all comparative raters; the problem is with your comparative rater. There are good <a href="http://www.getitc.com/products/rating" target="_blank">comparative raters</a> on the market that don’t take too long to return an accurate quote. Also, besides rating a reputable comparative rater will provide you with reports on producer performance, marketing and sales so you can track your successes and failures to make necessary business decisions.</li>
</ul>
Comparative raters are not an enemy to the industry but rather an asset. What value do you see in your comparative rater? Share it in the comments.urn:uuid:649Is Email Marketing Dead? No, and Here are 15 Reasons Why - Agency Marketing BlogEmail marketing is not dead, and here are 15 facts to prove why it’s not.2014-11-03T08:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/166537796.jpg" alt="Mailbox on computer screen" longdesc="Email marketing is not dead" style="width: 250px; height: 261px; float: right; margin: 5px;" />I hear it daily, “Email marketing is dead and useless. Why aren’t we doing everything via text messaging or social media?” Well, I have <a href="http://www.getitc.com/blog/marketing/2014/08/25/real-talk-about-text-message-marketing#.VEAfVRabTYg" target="_blank">my views on text messaging</a>, but I can promise you email marketing isn’t dead. Here are 15 facts about email marketing from 2014 that will help prove why.<br />
<ol>
<li>The average email user gets 416 marketing emails a month. With the option to unsubscribe, this shows we’re still interested in receiving emails.</li>
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<li> For every $1 spent on email marketing, an average of $44.25 is returned in conversions and transactional events. That makes the average return on investment for email marketing nearly 4300%. That’s not a typo.</li>
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<li>33% of email recipients open an email based on the subject line alone, so remember to make sure your subject line grabs your reader’s attention. Currently there are 2.42 billion email users in the world and that will jump to 2.76 billion by 2017. </li>
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<li>61% of business-to-business (B2B) marketers said the click-through rate (CTR) was the most useful metric for analyzing email campaign performance. 48% of business-to-consumer (B2C) marketers agreed. </li>
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<li>Bold imagery and stand-out graphics are taking over our inboxes. This comes from the influence of social media on how companies present their brands. Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message. </li>
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<li>7 in 10 people say they make use of a coupon or discount from a marketing email every week. </li>
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<li>247 billion emails are sent every day. This equates to one email every 0.00000035 seconds.</li>
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<li>48% of emails are opened on a mobile device. How do your emails look on a mobile device?</li>
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<li>91% of consumers use email at least once every day. </li>
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<li>Every day consumers interact with about 11 brands through email. This is compared to 9 brands via Facebook and 8 brands via Twitter.</li>
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<li>A recent study found that email is close to 40 times better at gaining new customers than social media.</li>
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<li>When asked how consumers would like to receive updates from a business, 90% preferred an email and only 10% chose social media.</li>
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<li>72% of consumers sign up for an email list to get discounts. 8.2% sign up because they love the brand.</li>
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<li>Email conversion rates are three times higher than social media. This study also noted that this includes a 17% higher value in the conversion.</li>
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<li>More people prefer (and do) to deal with their finances (including insurance) through email over any other category.</li>
</ol>
Still think email marketing is dead? Let me know why in the comments below. urn:uuid:648To Outsource or Not to Outsource Your Social Media? - Agency Marketing BlogShould your agency outsource its social media as part of its agency marketing? Here are four reasons why you should and four reasons why you shouldn’t.2014-10-31T08:40:15Z2024-03-19T05:52:04Z<img src="/images/blog/468878663.jpg" alt="blurb with words related to social media" longdesc="To Outsource or Not to Outsource Your Social Media? 4 Reasons Why & 4 Reasons Why Not" style="width: 250px; height: 145px; float: right; margin: 5px;" />Social media has woven its way into our culture so much so that if you want to find success marketing your agency online, you cannot afford to ignore it. Outsourcing social media marketing is a debated topic in online marketing. I know many agencies who keep their social media marketing in their agencies, and I know others who outsource it.<br />
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Should you outsource your social media? Unfortunately, there is no easy answer. What works for one agency may not work for yours. Not everyone has the time or the staff to keep their social media marketing in their agency. Here are four reasons why you should outsource and four reasons why you shouldn’t.<br />
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<h2 class="subtitle"><strong>Why to Outsource Your Social Media</strong></h2>
<ol>
<li><strong>Fresh Ideas</strong><br />
Part of the challenge with social media is coming up with the content to share. It is especially challenging if you are trying to do it all yourself. An agency marketing firm can provide you with the outside perspective you need to find new concepts and ideas. Sometimes the objectivity from that outside perspective is the key to identifying the next big campaign.</li>
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<li><strong>Expertise</strong><br />
Digital agency marketing, including social media, changes so fast it can be dizzying. A good agency marketing firm should have in-depth knowledge of the different social networks and the changes they make. Just like your expertise is in analyzing quotes for the best coverage at the best price for your clients and reviewing policies to identify gaps in coverage and determine what your clients need to be protected, a marketing firm’s expertise is digital agency marketing, including Facebook and Twitter. If you don’t have the time to stay on top of social media and its changes, outsource.</li>
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<li><strong>No Stale Profile</strong><br />
What’s worse than not having a social media presence? Having a dormant profile. It is easy to say you will update your social media regularly. However, it is harder to do in real life when a customer service issue arises or you’re focused on selling insurance. While it is hard to measure social media compared to other forms of lead generation, that doesn’t mean your brand can afford for you to abandon your profiles. When you outsource your social media, your profiles are never in danger of going quiet.</li>
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<li><strong>Market Insight</strong><br />
An agency marketing firm can share insight about the campaigns and methods other agencies use and have found successful on social media. They can point out opportunities you may be missing and spend the time you don’t have on carrying out those fresh ideas from earlier. </li>
</ol>
<h2 class="subtitle"><strong>Why Not to Outsource Your Social Media</strong></h2>
<ol>
<li><strong>Expertise</strong><br />
While you may not have expertise in social media, you are an expert in insurance. There are some <a href="http://www.getitc.com/solutions/agency_marketing/social_media/" target="_blank">agency marketing providers who work exclusively with the insurance industry</a> and can represent your agency well on social media. However, a plethora of agency marketing firms work with a bunch of different industries and may not know much about insurance. Granted, they will make it part of their job to learn so they can represent you correctly on social media. But, if you want to avoid the learning curve of a provider who is not an insurance expert, you may want to keep your social media marketing in house.</li>
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<li><strong>Customer Service</strong><br />
Social media is a great tool for your customer service toolbox. Many consumers find asking questions or share their thoughts about a business easier to do on social media instead of calling. Do you want someone who is not in your office and is not an expert on insurance fielding these queries and comments? If you have an understanding with your outsourced agency marketing firm that questions and comments should be sent to you and you can respond in a timely manner, then it may work for a time. Keep in mind that your response should be slow, and consumers expect quick responses on social media. </li>
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<li><strong>Cost</strong><br />
This one can be a con or a pro. Social media management takes a lot of time and patience to find success. The cost of outsourcing your social media marketing may be more than what it would cost if you or another person in your agency did it. Or, if your time is better spent elsewhere in your agency, the cost may be worth it. Whether the cost is a con or pro for you depends on your agency marketing firm, what you’re paying, what you’re getting and what it would cost you to keep it in house.</li>
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<li><strong>Authenticity</strong><br />
Those agencies that are seeing success on social media have one thing in common: their personalities shine through. No one knows your agency or can portray your personality better than you. If you care about how your brand is perceived on social media, it’s better to do social media yourself and not outsource it.</li>
</ol>
Do you outsource your social media marketing, or do you keep it in your agency? How did you decide that was the best way for your agency? Tell us in the comments.urn:uuid:647What to Look For in a Digital Agency Marketing Firm - Agency Marketing BlogWhen looking for a digital agency marketing firm, focus on the five pillars of online marketing when doing your research.2014-10-29T08:57:28Z2024-03-19T05:52:04Z<img src="/images/blog/186656351.jpg" alt="magnifying glass on words webpage and website" longdesc="what to look for in a digital agency marketing firm" style="width: 250px; height: 250px; float: right; margin: 5px;" />Anytime I am looking to buy something I do my research on the available options and providers. This includes anything from TVs to cars and even third-party services like we offer here at ITC. I challenge you to do the same for your agency when selecting a digital agency marketing firm. How a firm markets itself and their customers will give you valuable insight into how they will treat your business.<br />
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When looking for a firm, stick to the five pillars of modern marketing: Insurance agency websites. Search engine optimization. Social media. Blogging and content curation. Email marketing. I’ve outlined what to look at and the questions to ask for each pillar below.<br />
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<strong>Insurance Agency Websites</strong><br />
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The landing page for all of your marketing (both offline and online) is your website. Your agency’s website needs to have a great design, good calls to action and an easy flow. It needs to look professional and help establish your credibility as the insurance expert you are. How does your prospective vendor’s website look? Does it have clear calls to action that make you want to move forward? Is it easy to navigate? Ask for testimonials from their customers. Do you like their customers’ websites? If the answer to any of these is NO, then ask them how they will correct that on your website should you move forward with them.<br />
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<strong>Search Engine Optimization </strong><br />
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Consumers are researching insurance online, and an increasing number are looking to buy online. When they are looking for a local agent, where do they go? A search engine. The task of search engine optimization is to get your website to show for relevant terms applicable to your business.<br />
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When speaking with your potential agency marketing firm, ask for their business’ target keywords. If their specialty is insurance websites, then go to Google and search for insurance websites. Are they in the top ten? Now search for some of their customers’ keyword phrases. Are their customers coming up on the first page? Be careful on this one. Sure anyone can rank for their agency’s name or <em>cheap auto insurance in Farmington New Mexico</em>. How about a challenging one like <em>Dallas auto insurance</em>? What about then?<br />
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<strong>Social Media</strong><br />
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Social media supports your agency’s relationships by helping to build and maintain strong relationships with your prospects, clients, and potential and current employees. It creates a feedback loop where you educate your audience, and they know you are listening to their valuable feedback.<br />
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During your evaluation of prospective marketing vendors, don’t just look to see if they have a social media presence. Look to see if they are active on social media. Do they post to <a href="http://www.twitter.com/instechcorp" target="_blank">Twitter</a> and <a href="https://www.facebook.com/InsuranceTechnologiesCorp" target="_blank">Facebook</a> at least weekly? Does their leadership have well maintained LinkedIn profiles? When they do post, is the content entertaining? Informative? Engaging?<br />
You can see the trend here. What about their customers? Insurance is a boring business. It is difficult to keep today’s consumer engaged if you are posting nothing but boring insurance drab. Show the referred agency’s feed to your friends outside of the insurance industry. What do they think? Would they follow?<br />
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<strong>Blogging</strong><br />
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Does the agency marketing firm <a href="http://www.getitc.com/videos/2012/11/07/content-is-king" target="_blank">curate unique, fresh and relevant content</a> for themselves and their customers? If not, run. <br />
Companies that regularly blog show they are the thought leaders in their industry. They are not just followers but the people who are leading. Would you rather go with someone who is following the trends or people who are making them? Your agency could be that leader within your industry through great content posted at least monthly.<br />
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<strong>Email Marketing</strong><br />
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<a href="http://www.getitc.com/products/leadmanagement" target="_blank">Email marketing</a> is one of the most effective methods for reaching clients on a consistent basis. It allows you to get your message directly to your audience at an extremely low cost.<br />
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How does the agency marketing firm market to you via email? Is it effective? Are you opening it? How about their customers? Get on a customer’s mailing list. See the emails first hand. What is the frequency? How do they look? Are they informative? Are they spammy? Does it effectively convey the agency’s message?<br />
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<strong>The Whole Package</strong><br />
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The landscape of marketing insurance has changed. The five pillars of digital agency marketing are in full swing within the insurance industry. Your prospective marketing firm needs to not only offer these five pillars, it also needs to excel at them. The firm needs to prove the expertise it shares with customers. A great way to see a firm’s expertise is to pay attention to how it markets its services.<br />
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What about other marketing methods? Yellow pages are dead. Direct mail is dying due to increased costs, difficult to measure and low engagement rates. Radio, TV, pay-per-click and print advertising are still viable but expensive. These methods should support the five pillars mentioned above. You should only implement them after you have a well-rounded online strategy that is fully executed. <br />
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The bottom line is do your research before you buy. Don’t just take the firm’s word for it. Sure you’ll get a customer testimonial or referral, but dig deeper. Look up reviews and complaints online. Ask questions such as biggest successes and largest failures. Do they own their technology? Do they use their own methods and products to market themselves? All great questions, all need an answer.<br />
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Challenge them, as I have challenged you.<br />
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What do you look at when research an agency marketing firm? Tell us in the comments.urn:uuid:646What’s in Release 6.0.38.19 of InsurancePro - Agency Management BlogThese are the enhancements that will be included in the next release of ITC's agency management system InsurancePro.2014-10-27T15:56:02Z2024-03-19T05:52:04ZThese are the enhancements that are included in the next release of agency management system InsurancePro (Release 6.0.38.19).<br />
<ul>
<li>Made a modification to enhance the SSL security protocol due to the <a href="http://googleonlinesecurity.blogspot.co.uk/2014/10/this-poodle-bites-exploiting-ssl-30.html" target="_blank">POODLE vulnerability announced by Google a couple weeks ago.</a></li>
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<li>Added the commission column back to the new policy report.</li>
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<li>Corrected an issue where the file number would not increase.</li>
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<li>Corrected an issue when reports were exported to Excel would open multiple instances of the program.</li>
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<li>Corrected an issue with the recent file log.</li>
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<li>Corrected an issue with editing and saving system letters.</li>
</ul>urn:uuid:64410 Things to Blog about on Your Insurance Website in November - Agency Marketing BlogBusy getting ready for the holidays? We’ve got 10 ideas for your insurance website blog and newsletter you can use in November.2014-10-27T08:43:31Z2024-03-19T05:52:04Z<img src="/images/blog/478349801.jpg" alt="autumn garden" longdesc="november insurance website content ideas" style="width: 250px; height: 168px; float: right; margin: 5px;" />‘Tis the season for fresh marketing content. The start of the holiday season is busy for everyone, which is why we’ve gathered up some great ideas for you. These 10 ideas are a great place to start when writing your agency’s blogs and email newsletters in November.<br />
<ol>
<li><strong>Election Day (November 4)</strong>: Elections are an important part of our government. I don’t recommend sharing your personal politics in a blog post or newsletter, but you could list the candidates or initiatives that may be on your local ballot. You can also list polling locations and provide resources for your clients to help them prepare for Election Day.</li>
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<li><strong>Veteran’s Day (November 11)</strong>: This is a day for everyone to show their appreciation for our brave servicemen and women who fight for our freedom. Take a few minutes to write a headline or create a banner to go above your agency’s regular content to say thank you to our veterans.</li>
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<li><strong>Carbon Monoxide Concerns</strong>: Fires and some forms of heating produce carbon monoxide, a deadly colorless, odorless gas that can fill your house if you’re not careful. As the cold sets in, remind your clients to install carbon monoxide detectors to keep their families safe throughout winter.</li>
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<li><strong>World Diabetes Day (November 14</strong>): Diabetes is a chronic illness that plagues many Americans. This is a great time to offer tips to your clients about diabetes prevention and management like dietary changes and regular doctor visits.</li>
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<li><strong>Using Candles with Care</strong>: The gentle glow and delightful aroma of candles make fall and winter that much sweeter. But any open flame is a fire hazard and must be handled with caution. Share some tips about candle safety, like the importance of not leaving them unattended or where children and pets may disturb them.</li>
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<li><strong>Vitamin D Deficiency</strong>: Have you ever heard of seasonal affective disorder, commonly known as the winter blues? Promising research links vitamin D to happier moods, along with a variety of additional health benefits. Your clients may find value in more information on this topic.</li>
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<li><strong>Movember</strong>: Movember is an annual event where men grow mustaches all month to raise awareness and funds for men’s health issues, including prostate cancer. If the men in your office take part in Movember, chronicle their mustache growing progress on your blog with pictures. You could even turn it into a contest on social media.</li>
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<li><strong>Thanksgiving (November 27)</strong>: There are several ways to approach the topic of Thanksgiving. You can share what your agency staff is thankful for or out your staff’s favorite holiday recipes. Another opportunity is sharing your safety tips, such as turkey frying and cooking safety. Whichever route you choose, our team wishes your agency a very happy Thanksgiving!</li>
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<li><strong>Saving on Electricity</strong>: Winter is coming. Electric bills can climb quite high as the season progresses, but there are ways to save. Share tips and tricks with your clients, such as reversing the fan blades to push warm air back down.</li>
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<li><strong>Black Friday (November 28)</strong>: Black Friday shopping leads to mob scenes in many cities, creating safety hazards. Share some safety tips with your clients on how to navigate the crowds or to hide purchases in a car trunk to prevent theft.</li>
</ol>
These 10 content ideas are the perfect way to begin constructing your agency blogs and newsletters for November. And as always, we’d love to hear any other ideas you have in the comments section below!urn:uuid:6434 Tips for Writing Clear Content for Your Insurance Website - Agency Marketing BlogContent has never been more important. Try these simple tips for writing content that is clear and helpful to your insurance agency website visitors.2014-10-24T08:44:24Z2024-03-19T05:52:04Z<p style="margin: 12pt 0in; line-height: 115%;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;"><img src="/images/blog/480723779.jpg" alt="man running with laptop" style="width: 300px; height: 300px; float: right; margin: 5px;" />First, let’s agree content is important. <a href="http://www.getitc.com/blog/marketing/2014/05/30/how-hummingbird-impacts-the-content-on-your-insurance-website" target="_blank">You only need to look at the changes Google has made to their search algorithm to see how important content is to the success of a website.</a> Content is a basic part of your insurance agency website, which is easy for you to update with a good content management system. </span></p>
<p style="margin: 12pt 0in; line-height: 115%;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">When people visit your website, they are seeking something specific, like how much home insurance they need, different types of life insurance, or if their car insurance will cover a rental car. It’s important to remember this when working on your website content. </span></p>
<p style="margin: 12pt 0in; line-height: 115%;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">Information overload starts when there are too many answers to a question or too many opinions for a topic. No one likes information overload, and you definitely don’t want to add to it. Here are four simple tips to keep in mind when writing content for your insurance website.</span></p>
<p style="margin: 12pt 0in; line-height: 115%;"><strong><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">Pay Attention</span></strong></p>
<p style="margin: 12pt 0in; line-height: 115%;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">Make it a point to know your audience and what they are seeking on your website. Stay up to date on both. Uncover the best channels and sources for relaying information to them. This can include blog posts, social media, videos, newsletters, e-books, case studies, etc.</span></p>
<p style="margin: 12pt 0in; line-height: 115%;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">It is also equally as important not to get stuck on one topic. For example, if you choose to blog, make sure you are not blogging on the same exact topic every time. Varying your topics makes it easier to appeal to a broader audience. </span></p>
<p style="margin: 12pt 0in; line-height: 115%;"><strong><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">Write to Help People, Not to Build Business</span></strong></p>
<p style="margin: 12pt 0in; line-height: 115%;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">Be genuine when writing the content for your insurance agency website. It will reinforce your brand more than a sales pitch ever could. Don’t make website visitors feel like you only care about selling them and they are just a part of your commission. It is better to create relevant content that engages and educates your audience instead of selling to them. </span></p>
<p style="margin: 12pt 0in; line-height: 115%;"><strong><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">Be True to Yourself</span></strong></p>
<p style="margin: 12pt 0in; line-height: 115%;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">These days, it’s okay to let your personality shine through your insurance website content. It’s refreshing. You don’t have to follow strict writing guidelines. It’s your website. That said, be sure to check your content for spelling and grammar errors. Also, be personable, casual and trustworthy. This will charm readers into coming back and spending more time on your website. </span></p>
<p style="margin: 12pt 0in; line-height: 115%;"><strong><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">Make It Quick and Catchy</span></strong></p>
<p style="margin: 12pt 0in; line-height: 115%;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">Content needs to be informative. Attract traffic with a catchy headline. I think picking a blog post title is fun. Make sure the title is provoking without deceiving. </span></p>
<p style="margin: 12pt 0in; line-height: 115%;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">After you’ve chosen the perfect headline, make sure the content is quick and easy to read. A good rule of thumb is to highlight key points throughout the content so it is easy to scan.</span></p>
<p style="margin: 12pt 0in; line-height: 115%;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">By using these tips, you can write content that is clear and helpful so your website visitors avoid information overload. </span></p>
<p style="margin: 12pt 0in; line-height: 115%; border: medium none; padding: 0in;"><span style="font-size: 10pt; line-height: 115%; font-family: ubuntu,sans-serif;">Got an easy tip you use to write content for your website? Share in the comments below.</span></p>urn:uuid:642Think Hiring a Pro is Expensive? Hire an Amateur - Agency Marketing BlogThe cheapest is not always best regarding insurance web design. Hiring professionals can mean the difference between a website that sells and one that doesn’t.2014-10-22T08:47:08Z2024-03-19T05:52:04Z<img style="margin: 5px; width: 250px; height: 167px; float: right;" alt="A man drawing his website idea" src="/images/blog/185155120.jpg" longdesc="hiring a website pro or amateur" />Are you looking to update your insurance agency website? If you haven’t already, now is the time. The insurance market has changed; more agencies and carriers are online to take advantage of the growing opportunities. The first step is finding an insurance web design firm, which is where things can go horribly wrong.<br />
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You might be inclined to work with a local firm or small online shop that offers a great price and local service. As a small business owner and entrepreneur, I applaud that decision. However, this might not be the wisest choice as I can attest through my own personal experience of creating websites for agencies on a local and cheap basis.<br />
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<strong>My Story</strong><br />
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In 1999 I started a company that developed websites for financial institutions, such as banks, mortgage companies and insurance agencies. I was local. I could come to your office, sit down and design your website to your exact specifications. I would return to the home office and write the HTML, code the forms, design the graphics, and write the content. I would spend hours on your website. I worked a lot longer than I ever billed you for. The relationship worked well.<br />
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Then I sold more customers. My new customers needed my time as much as my current customers. My quality waned as I repeated this process over and over again. The new customers pushed my design abilities and time to the limit. I was no longer able to give my original customers the level of service they initially enjoyed. Not only did this lack of service cause me to lose business, my customers also risked losing business because the latest products were not on their websites. My skills, or lack thereof, were showing me as I was… an amateur.<br />
<br />
<strong>Growing Up</strong><br />
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Then I heard the piece of advice that changed my career forever.
<blockquote style="color: #b32317; margin: 20px; width: 95%; display: block; font-size: 24px; font-style: italic; text-align: center;">“Hire people smarter and better than you.”</blockquote>
It hit home. I was just okay at web development and graphic design. As long as I was doing everything, the quality I provided was only ever going to be just okay. For me to get the next level, I would have to hire people who were better than I was. So I hired an in-house designer and a developer. Overnight the quality of my services increased substantially. My customers noticed this significant increase immediately. They began to tell others, and my firm was recognized for developing great looking and functional websites.<br />
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Around 2004, I decided to focus exclusively on the insurance industry. With my new mentality, I hired and consulted with subject matter experts skilled in how to market insurance online. They reviewed our websites, and once again I was revealed as an amateur. Our websites had the wrong calls to action, poor workflows, legal/compliance issues, and ineffective content. We revamped our websites once more with this new information. Now we were creating some of the best insurance agency websites around. They looked great. They worked fantastic. They performed beyond our customers’ expectations. I was now a professional.<br />
<br />
<strong>Focus on the Experience</strong><br />
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With every new hire, each new experience, each lesson learned… the cost to our customers continued to rise. The websites for my new customers cost significantly more than my first customers. Our websites were starting to get expensive. Our customers were paying for our experience, our skills and our protection of their online presence.<br />
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<a href="http://www.getitc.com/blog/marketing/2013/01/30/website-smackdown-insurance-website-builder-vs-wordpress" target="_blank">Before the time of WordPress</a>, good content management systems were hard to find. Finding one for the insurance industry was impossible. Therefore, I decided to roll all of our expertise in launching insurance websites into a product that allowed me to not focus on the backend and features but upon the design and marketing of the website. <a href="http://www.getitc.com/products/websites/" target="_blank">Insurance Website Builder</a> was born.<br />
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With the platform built, when we talk to prospective clients, we focus not on the functionality but on good design, search engine fitness, content, calls to action, good work flow and easy-to-use contact forms. We discuss the back-end features, such as content management, lead delivery and security. This allows us to launch a website quickly, efficiently and cost consciously.<br />
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<strong>Lessons Learned</strong><br />
<br />
Hiring a professional website designer might be expensive. However, you are paying for something that goes beyond look and feel. As I mentioned before, you are getting all of that professional’s experiences. This is an intangible that is hard to identify. When reviewing different website designers, ask to see their completed projects within your industry. Speak to those customers. Test their websites. And of course, you could always come talk to us.<br />
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Have a story of your own to tell? Leave a comment below, and I’ll answer it.urn:uuid:641How to Get Around (Not Provided) in Your Insurance Website Analytics - Agency Marketing BlogLearn how to successfully track which keywords your agency website is ranking for with Google Webmaster. 2014-10-20T09:02:36Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/184644049.jpg" longdesc="google analytics" style="width: 250px; height: 163px; float: right; margin: 5px;" />You may have noticed when checking Google Analytics for your insurance agency website that at the top of the list of keywords used to find your website, you see (not provided). Because (not provided) accounts for most of the organic search visits to your website, how are you supposed to know which keywords are working for you?<br />
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Google has explained (not provided) happens when <a href="https://support.google.com/analytics/answer/1033173?hl=en%22%20target=%22_blank%22" target="_blank">users use SSL search</a>. In other words, when a user is on a secure Google search page, his or her searches are secure and will not be reported in a website’s analytics. This could happen if the user is logged in to his or her Google account, has recently signed out of Google, is using Firefox 14 or above, or simply opted to use secure search. According to NotProvidedCount.com, nearly 87% of keyword data is (not provided). This is expected to hit 100% in 2017.<br />
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Don’t worry. There is a way around (not provided). To successfully track which keywords you are ranking for and the keywords users are clicking on, you can set up <a href="http://www.google.com/webmasters/" target="_blank">Google Webmaster Tools</a> with Google Analytics. You'll also see impressions and click through rates (CTR) of those keywords.<br />
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<strong>
How to Set Up Google Webmaster Tools</strong><br />
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First, log in to <a href="http://www.google.com/analytics" target="_blank">Google Analytics</a>. Go to the Admin section of Analytics. Under the second column labeled Property, click on Property Settings. At the very bottom of that page, you'll see the Webmaster Tools Settings section. Click Edit, then add your website to Google Webmaster Tools. You can get more detailed instructions in the <a href="https://support.google.com/analytics/answer/1308621?hl=en" target="_blank">Analytics help section</a>. <br />
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<strong>
How to See Keyword Data<br />
</strong><br />
Once the setup is done, you'll see these three significant pieces of information. <br />
<ol>
<li><strong>Queries Report</strong> - Shows the Google search queries that have generated the most impressions for your insurance agency website. You can sort by impressions, clicks, average (ranking) position, and CTR. Depending on how you sort the queries, you can see which keywords are most popular in terms of impressions, whether those keywords result in clicks to your website, and the average ranking of a keyword.</li>
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<li><strong>Landing Page Report</strong> - Shows your website pages that have generated the most impressions through Google. Like the queries, depending on how you sort the landing pages, you can see which pages are successful because of the high click through rate. If a landing page has a poor average ranking position, you may deduce that the page is interesting to users but is difficult to find in the search engines.</li>
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<li><strong>Geographical Summary </strong>- Shows you which country is clicking the most. You can also see more information by clicking Google Property. This will show the impressions and clicks generated by web, image, video and mobile searches.</li>
</ol>
It’s important to know when reviewing these reports, the data for the most recent two calendar days is not available.<br />
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With the Webmaster Tools, even if you can't see most of the keywords that are used to find your website, you'll still be able to see the keywords that you are ranking for and which of those are generating clicks.<br />
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Got a question about Google’s (not provided) data and how to use Webmaster Tools? Ask us in the comments.urn:uuid:640Logo Design 101 - Agency Marketing BlogFind out all the major factors you should consider when designing the perfect logo for your agency.2014-10-17T10:22:40Z2024-03-19T05:52:04Z<img src="/images/blog/137189720.jpg" alt="light bulb drawing" longdesc="logo design 101" style="width: 300px; height: 201px; float: right; margin: 5px;" />We have used logos, marks and symbols for centuries. We’ve used these art forms to identify entities and tell stories. <br />
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One of the most influential designers Paul Rand (1914-1996) set the bar high for logo design. He is known for designing several notable corporate logos, including IBM, UPS and ABC, among others. Paul once said, “The role of the logo is to point, to designate-in as simple a manner as possible. A design that is complex, like a fussy illustration or an arcane abstraction, harbors a self-destruct mechanism.”<br />
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<strong>
So what makes a good logo?</strong><br />
<ol>
<li><strong>Flexibility</strong></li>
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Your logo needs to adapt to various mediums and applications. Consider the following questions.<br style="line-height: 13px;" />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>How will your logo look printed at different sizes?<br style="line-height: 13px;" />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>How well will it look on your website at a smaller scale?<br />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Can you transform your logo to one color?<br style="line-height: 13px;" />
<br style="line-height: 13px;" />
A logo should be designed in black before any color is added. This will allow the logo to be flexible. For example, if you are working with a dark background, a flexible logo would allow you to inverse the logo to white or a lighter tone of color to contrast and maintain readability.<br />
<br style="line-height: 13px;" />
Always keep in mind all mediums, including the following:<br style="line-height: 13px;" />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Embroidery<br style="line-height: 13px;" />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Screen Printing<br style="line-height: 13px;" />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Off-Set Printing<br style="line-height: 13px;" />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Commercial Printing<br style="line-height: 13px;" />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Digital Printing<br style="line-height: 13px;" />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Web Use<br style="line-height: 13px;" />
•<span class="Apple-tab-span" style="white-space: pre;"> </span>Promotional Products<br />
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<li><strong>Simplicity</strong></li>
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In art school the K.I.S.S. concept (Keep It Simple Stupid) was consistently drilled into our heads. <br />
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Think of some current corporate logos. Which ones come to mind immediately? To push it even further, think about the colors. Most tend to use only one or two colors.<br />
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A fellow artist/teacher, Hans Hofmann once said, “The ability to simplify means to eliminate the unnecessary so that the necessary may speak.”<br />
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<li><strong>Memorability</strong></li>
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This one can be tricky, but when done properly it’s effective. Your logo must have something unique so your audience can easily remember and identify it. But at the same time, don’t forget flexibility and simplicity. <br />
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<li><strong>Durability</strong></li>
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Logo trends tend to change, but what does not change are the principles of design. When you design your logo to be flexible, simple, and memorable, it will have a lasting impact. <br style="line-height: 13px;" />
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A good example of a logo with durability is Coca-Cola’s. Since their first labels were printed in the 1900s, they have kept the same iconic look, except for 1985 when they attempted to redesign their logo.<br />
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<li><strong>Suitability</strong></li>
</ol>
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">Your logo needs to fit your business needs. As an insurance agency, I do not recommend a logo that resembles an amusement park or high-end fashion boutique. As obvious at it seems, this concept can get lost in the design process. </blockquote>
<span style="line-height: normal;"><br />
</span><blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">The colors you use also need to reflect your business. The colors for an insurance agency differ extensively from a high-end fashion boutique logo.</blockquote>
<span style="line-height: normal;"><br />
</span><blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;">Lastly, a logo <span style="text-decoration: underline;">does not</span> have to symbolize the services or products you offer. The purpose of the logo is to immediately identify your business. For example, when you’re driving and notice two huge golden arches with a red shape below, in a split second you know it is McDonald’s even though the symbol does not include a cup, burger, and fries. </blockquote>
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The most important thing to remember in designing your logo is your business. A logo only takes on meaning by association with your business. <br />
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Paul Rand explains, “A logo derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.”<br />
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Investing in a well-designed logo is pivotal to your brand. Keep it flexible, simple, memorable, long-lasting and suitable to your business needs.<br />
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What are some of your favorite logos? Tell us in the comments below.<br />
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<em>Did you know in addition to websites, we also design logos? If you need a logo or need a re-design of your current logo, call us at (800) 383-3482.</em>urn:uuid:639Masters of Marketing: Stats That Matter - Agency Marketing BlogThe slides and recording of the October 16, 2014 Masters of Marketing webinar email marketing stats that matter.2014-10-16T16:19:11Z2024-03-19T05:52:04Z<p>In today’s Masters of Marketing webinar, I explained why understanding your email marketing statistics is just as important as the email marketing campaign itself. If you missed it, <a href="https://attendee.gotowebinar.com/recording/313345782718712578">you can watch the recording here </a>or review the slides below. <br />
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<iframe height="356" frameborder="0" width="427" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;" scrolling="no" marginheight="0" marginwidth="0" src="//www.slideshare.net/slideshow/embed_code/40370584"> </iframe> </p>
<p>Join us for our next Masters of Marketing webinar on Thursday, November 20th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg</p>urn:uuid:637Your Insurance Agency Does Not Need a Mobile App - Agency Marketing BlogMobile apps are expensive, and studies show there is a limit to the number of apps consumers use. Here’s why a mobile insurance agency website is better.2014-10-15T08:45:32Z2024-03-19T05:52:04Z<img src="/images/blog/452464075.jpg" alt="mobile phone with words around it" longdesc="insurance agency mobile app" style="width: 250px; height: 167px; float: right; margin: 5px;" />I’m jumping right in on this one. There I said it. Your agency does not need a mobile app. <br />
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<a href="http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html" target="_blank">According to a 2014 Nielsen Research study on smart phone trends</a>, the average user has around 41 apps installed on their smart phone. Of these, users only access 27 of them on a regular basis. These include the normal suspects such as social apps like Facebook, Twitter, Snapchat, Pinterest, Foursquare and Instagram. Search apps like Google, Bing or Yahoo. News and information apps like CNN, Fox News, TMZ and your favorite local news station. Entertainment apps such as Netflix, Hulu, NFL and Spotify. Games such as Plants vs. Zombies, Candy Crush, Angry Birds, Hanging with Friends, and Wordament. Communication apps like email, WhatsApp, Messenger and Telegram. Productivity apps such as Office, QuickOffice, Box, OneDrive and Google Drive. Shopping apps like Yelp, Amazon and Groupon. <br />
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The list continues on through categories such as travel, family, lifestyle, photography and finance. Finance apps include banking apps, credit cards apps and of course insurance. That is a lot of apps I just rattled off there, and I barely scratched the surface of the millions of apps available to today’s smartphone user.<br />
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According to Monica Bannan, vice president of product leadership at Nielsen, “There does appear to be a limit to the number of apps people are willing to access on a monthly basis.” <br />
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Would your agency app make the cut? What functionality would differentiate your insurance agency app from all the other apps out there? Do you even have your insurance company’s app installed on your phone? How often do you use it?<br />
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<strong>
Getting Face Time with Your App</strong><br />
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Another interesting statistic from the study included the time using these various apps. Users spent more than 30 hours a month using apps on their smartphone. Users spend nearly 22 hours on social and entertainment apps combined. Communication and productivity apps together encompass six hours of users’ time on mobile devices. Shopping, news, travel, lifestyle and photography all average more than an hour a piece. Finance brings up the rear with users spending 35 minutes a month. Again, this category is dominated by bank and credit card apps with users checking balances, paying bills and depositing checks electronically.<span style="line-height: normal;"><br />
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This leaves very little time available for your insurance agency’s app to be used or noticed.<span style="line-height: normal;"><br />
</span><br />
<strong>
User Needs</strong><br />
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Why do people need an insurance app? Make a payment. File a claim. Check policy status. Download an ID card. If your app does not allow them to do all of these actions, then your app is missing the core functionality that people want. Once they see that their needs cannot be solved by your app, they will uninstall it. Or it will go unused.<span style="line-height: normal;"><br />
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<strong>
Putting It All Together</strong><br />
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Not only do you have to meet a specific set of user needs while competing for screen real estate and limited user time, an insurance agency mobile app is expensive. It requires a steep up front cost and most have an ongoing recurring cost. Additionally, your app must be kept up to date for E&O reasons. Nothing would be worse than giving someone an ID card for a policy that cancelled that morning.<br />
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These are the reasons I think your agency does not need a dedicated mobile app.<br />
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<strong>
What to do instead?</strong><br />
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I suggest that you first start with a fully functional, mobile-enabled agency website that can offer the same functionality users want in a scaled down format. Can your website take a payment or redirect them to the carrier for payment? Same question for customer service items, including requesting policy status or ID cards and filing a claim. If so, you are already there. If it cannot, you need a new <a href="http://www.insurancewebsitebuilder.com/" target="_blank">insurance agency website</a>.<br />
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The other nice thing about a mobile-enabled website is that it caters to the lowest common denominator and works on all mobile devices with a browser. Are you willing to meet the needs of all your customers by launching iOS, Android, Windows Phone and Blackberry apps for the various available devices and versions? You might use an iPhone, but I don’t.<br />
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<a href="http://www.getitc.com/products/websites/features/mobile/device-support" target="_blank">Once you have a fully functional, mobile-enabled website</a>, you should focus on other aspects of your digital marketing strategy, such as email, social and search engine marketing. When prospects or existing clients on a mobile device visit you via these methods, they would see your mobile website… even if they had your mobile app installed on their device.<br />
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Finally, if you have a well-rounded and executed digital marketing plan, and you want to create a mobile app, why not wrap your agency’s mobile website in an app? Then, when you update your website, you update your app. You would be surprised how many apps out there do exactly that.<br />
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Do you disagree with me? Are your clients using your mobile app? Leave a comment, and tell me why it works for your insurance agency.<br />
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</div>urn:uuid:635The Importance of Data Organization - Agency Marketing BlogThe second installment of the two-part series on the importance of keeping your contact data up to date.2014-10-13T08:50:37Z2024-03-19T05:52:04Z<img src="/images/blog/459378585.jpg" alt="computer screen with file cabinet" longdesc="The Importance of Data Organization" style="width: 250px; height: 188px; float: right; margin: 5px;" />In this second installment of the <a href="http://www.getitc.com/blog/marketing/2014/10/13/the-importance-of-data-organization" target="_blank">t</a><a href="http://www.getitc.com/blog/marketing/2014/10/13/the-importance-of-data-organization" target="_blank">wo-part series on the importance of keeping your contact data up to date</a>, I’ll discuss data organization and the problems with trying to do it manually.<br />
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<strong>Part 2: Why a Contact Management System is Better for Your Agency</strong><br />
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It’s surprising how many agency owners try to manage their contacts, including clients, carrier reps, sub-contractors, staff members and more, with little more than a smartphone and Outlook account. Some even try to get by with nothing more than a wallet full of business cards they’ve collected. There are also agents who are still doing everything on paper and storing them in filing cabinets.<br />
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If you’re lucky enough to have a good memory, these kinds of system may work for a while but will barely keep you afloat. They are inadequate for any agent who hopes to grow and thrive in today’s online, connected world.<br />
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Yes, most office software suites come with simple, standard contact management tools, which are pre-installed on your machine before you’ve purchased it. The question is, are these routine default systems adequate for insurance agencies? Usually not. They have some utility for tracking names and addresses, but the drawback is the lack of integration with agency management systems and comparative raters, which is problematic and leaves room for error. <br />
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There are several problems that confront agency owners who try to get by without a real contact/data management system in place. Think about a few of these situations that may happen - or have already happened - in your agency:<br />
<ul>
<li>You run across a name and limited contact information but can’t remember who this person is or what kind of business you've done with him.</li>
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<li>You would like to send targeted announcements to a group of your clients, but you have no easy way to generate a list of only those clients the information is relevant to. You either don’t send the email, or you eat up so much time and money sending the email to all of your contacts that the message becomes pointless.</li>
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<li>You would like to engage in cross-selling other policies to some of your insureds, but you have to go through stacks of old records or paperwork to recall what policies they already have with your agency.</li>
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<li>You need to compile a list of segmented contacts (by area in which they live, line of business, business type, zip code, age range etc.), but you have to manually make your way through your entire contact list to create a spreadsheet (by the way, you've likely missed someone).</li>
</ul>
It’s easy to see how these kinds of problems can seriously hobble your insurance agency – especially when you’re trying to compete with the huge captives, who have special management systems to manage their contact management systems. Without a contact management system, keeping your clients’ contact information up to date can be a tremendous time suck and leaves a lot of room for error. <br />
<br />
In <a href="http://www.getitc.com/products/leadmanagement/training/" target="_blank">AgencyBuzz Academy</a> and <a href="http://www.getitc.com/blog/author/jennifer_fitzsimmons/" target="_blank">in my blogs</a>, I talk about segmenting your lists, running split tests to optimize email marketing, using filtering options to really hit your target market, and many other best practices to fortify your email marketing plans. None of these things are possible without a contact management system, like AgencyBuzz or another system that allows you to manage contacts, policy information, and segment them for mailings. <br />
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You need a contact management system that integrates with your management system, insurance agency website and rater. This ensures that your data is up to date across all systems so nothing is falling through the cracks. <br />
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It’s always best to have data backed up in more than one place as well. If you have systems in place that are not integrated or you’re only updating the information in one place, you’re wasting money. Period. Having the system and using it are two different things. If you’re going to invest the money and the time to learn a system and train your staff on it, use it properly! <br />
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These are a few reasons why data management is SO important. If you need help cleaning or organizing your data, ITC has solutions in place for your agency. We’re happy to help. Give us a call at (800) 383-3482 to talk about getting AgencyBuzz implemented in your agency. <br />
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</div>urn:uuid:634Why Service is Not a Differentiator - Agency Marketing BlogShould great customer service be the deciding factor between you and your competition? 2014-10-08T09:39:08Z2024-03-19T05:52:04Z<strong><img alt="" src="/images/blog/494093793resize.jpg" style="width: 300px; height: 200px; float: right; margin: 5px;" />Why I don’t talk about service.</strong><br style="line-height: 13px;" />
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A colleague of mine recently asked me, “What differentiates us from our competition?” My instant thought was to say service. Before I hastily replied, I stopped and thought. <br style="line-height: 13px;" />
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Does ITC provide great service? Of course we do. On average, our technical support calls are answered in less than one minute and thirty seconds. We offer continual weekday support from 8:00 a.m. to 7:00 p.m. Central Time as well as 9:00 a.m. to 2:00 p.m. on Saturdays. <br style="line-height: 13px;" />
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Have a rating issue? We don’t send you to the carrier, we handle it. Need to speak with someone else here at ITC? Instead of telling you to call back, we transfer you or handle the request to the other party on your behalf. Helpful and friendly staff? <a href="http://www.getitc.com/support/reviews/" target="_blank">Just check out our reviews.</a> With all that being said, it would seem that what differentiates us from our competition surely could be service… but should it?<br style="line-height: 13px;" />
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Absolutely not. When you buy a product you expect great service. That is included in the cost of purchasing the product. If you use a product that includes a monthly service fee (like most <a href="http://www.insurancewebsitebuilder.com/" target="_blank">insurance agency websites</a>, <a href="http://www.turborater.com/" target="_blank">comparative rating systems</a>, and <a href="http://www.getitc.com/products/management" target="_blank">agency management systems</a> do) then excellent, ongoing technical support is essential and definitely expected. <br style="line-height: 13px;" />
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When running your agency, carrier, or business, forget about using service as your differentiator. Better differentiation choices include industry leading products, friendlier people, and streamlined sales or service processes. Let your business set itself apart based on factors that do not include something that your clients already expect from you.<br style="line-height: 13px;" />
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To answer my colleague’s question from the beginning of this post… ITC sets itself apart from our competition by listening and reacting to the needs of our customers. Even though we really do have great service.urn:uuid:633What’s in Release 6.0.38.18 of InsurancePro - Agency Management BlogThese are the enhancements that will be included in the next release of ITC's agency management system InsurancePro.2014-10-06T16:37:01Z2024-03-19T05:52:04ZThese are the enhancements that are included in the next release of agency management system InsurancePro (Release 6.0.38.18).<br />
<ul>
<li>Added a file history to the File menu to list the last 10 customers accessed by a user.</li>
<li>Updated the bridge icon for TurboRater.</li>
<li>Updated the message when a user exceeds his or her user count logged in.</li>
<li>Made a modification to the download process.</li>
</ul>
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</div>urn:uuid:632If an Insurance Website Doesn’t Get Traffic, Does It Still Exist? - Agency Marketing BlogGetting traffic to your agency website is important but can be challenging. Find out some subtle changes you can make to get more visitors.2014-10-06T09:28:37Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/180407746.jpg" style="width: 250px; height: 179px; float: right; margin: 5px;" />Every effective website has a goal or a purpose. For insurance agency websites, that goal is to convert visitors to your website into a strong lead.<br style="line-height: 13px;" />
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Your insurance website is not doing its job if you, the agent, are the only person who ever sees it.<br style="line-height: 13px;" />
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Getting traffic is important, but finding the right kind of traffic is more challenging. You cannot gain new clients if no one is visiting your website. However, if you focus on getting a large number of visitors, you may sacrifice the quality of your leads.<br style="line-height: 13px;" />
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Effectively using keywords and calls to action can help you get the right traffic and convert that traffic into leads.<br style="line-height: 13px;" />
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<strong>Keywords</strong><br style="line-height: 13px;" />
When using keywords, you have two strategies: using general keywords or specific keywords.<br style="line-height: 13px;" />
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Choosing to use general keywords – like “auto insurance” – will give you a larger target area, but the quality of leads will suffer. Using specific keywords – like “auto insurance Carrollton” – can shrink the pool of possible visitors but provide hits with a higher chance of converting into a lead.<br style="line-height: 13px;" />
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Finding a balance between the two is ideal. By mixing both general and specific keywords, you will increase your website’s traffic and increase the chance those visitors will request a quote or pick up the phone to call you.<br style="line-height: 13px;" />
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<strong>Calls to Action</strong><br style="line-height: 13px;" />
If your goal is to have potential clients call you to start the quote process, make it easy for your website visitors to find your contact information. If you want your insurance agency website to focus more on capturing quote requests and lead information, create buttons that stand out on the page and say <em>Get a Quote</em>.<br style="line-height: 13px;" />
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It is important to have clear and visible calls to action so your visitors know the best way to use your website. When you are direct with your calls to action, you make using your website easier, which your visitors will appreciate.<br style="line-height: 13px;" />
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Driving traffic to your website needs to be part of your overall strategy. If you build a perfectly designed website, but no one ever sees it, you have missed your target.<br style="line-height: 13px;" />
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Start your planning process with website traffic in mind, and the calls to action will easily follow. There are a lot of great posts about insurance websites on this blog and how to make yours great. Here are a few to get you started.<br style="line-height: 13px;" />
<br style="line-height: 13px;" />
<a href="http://www.getitc.com/blog/marketing/2013/10/30/3-must-have-features-on-your-insurance-website-to-compete-online">3 Must-Have Features on Your Insurance Website to Compete Online</a><br style="line-height: 13px;" />
<a href="http://www.getitc.com/blog/marketing/2014/03/26/the-secret-to-what-clients-want-from-your-insurance-agency-website">The Secret to What Clients Want from Your Insurance Agency Website</a><br style="line-height: 13px;" />
<a href="http://www.getitc.com/blog/marketing/2013/12/30/5-ways-to-revive-a-stale-insurance-website">5 Ways to Revive a Stale Insurance Website</a><br style="line-height: 13px;" />
<div><br />
</div>urn:uuid:631ACORD Forms Update (September 2014) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in September 2014.2014-10-01T17:20:23Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
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<strong>Forms with New Revision Dates</strong><br />
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171 FL 2014/10 replaces 2004/04 - Florida Notice of Election of Coverage<br />
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<strong>Withdrawn Forms</strong><br />
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134 FL 2010/01 - Florida Workers Compensation Joint Underwriting Association Inc. Instructions for Completing ACORD 130 FL & ACORD 133 FL<br />
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<strong>Corrections or Modifications to Existing Forms</strong><br />
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65 PA/DE/WV 2006/08 - Fair Plan Supplementary Questionnaire<br />
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134 NJ 2007/01 - New Jersey Workers Comp. Insurance Plan Notice of Election - Proprietors and Partners<br />
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134 WI 8/99 - Wisconsin Supplementary Non-Election Form<br />
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171 CT 2006/08 - Workers' Compensation Commission of Connecticut<br />
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173 CT 2006/08 - Workers' Compensation Commission of Connecticut<br />
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177 NY 2006/04 - Application for Commercial Insurance New York<br />
Property Insurance Underwriting Association<br />
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13 2/95 - Witness Card<br />
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75 2013/09 - Insurance Binder<br />
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106 2010/04 - Vacant Building Supplement<br />
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190 2013/09 - Supplemental Property Application<br />
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4 WI 2003/04 - Wisconsin Employer's First Report of Injury or Disease<br />
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66 RI 2012/07 - Rhode Island Joint Insurance Association Application for Dwelling Fire and Personal Liability Insurance Inspection and Placement<br />
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137 CO 2014/12 - Colorado Commercial Auto (for use on or after <br />
12/1/2014)<br />
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137 MO 2014/12 - Missouri Commercial Auto (for use on or after 12/1/2014)<br />
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137 MS 2014/12 - Mississippi Commercial Auto (for use on or after 12/1/2014)<br />
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137 NC 2014/12 - North Carolina Commercial Auto (for use on or after 12/1/2014)<br />
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137 ND 2014/12 - North Dakota Commercial Auto (for use on or after 12/1/2014)<br />
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137 VA 2014/12 - Virginia Commercial Auto (for use on or after 12/1/2014)<br />
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854 CA 2014/09 - California FAIR Plan Property Insurance, Application for Dwelling Insurance<br />
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855 CA 2014/09 - California FAIR Plan Property Insurance, Application for Commercial Insurance<br />
<br />
863 FL 2013/12 - Florida Personal Auto Supplementurn:uuid:630The Power of the #Hashtag - Agency Marketing BlogThe power of the hashtag is still going strong. Find out how your agency could benefit from the use of it.2014-10-01T10:04:43Z2024-03-19T05:52:04Z<img src="/images/blog/494393731%20copy.jpg" alt="#Hashtag on a bulletin board" longdesc="The Power of the #Hashtag" style="width: 200px; height: 134px; float: right; margin: 5px;" /><strong>Behold the #. <br style="line-height: 13px;" />
</strong>
<br style="line-height: 13px;" />
To some it is called the pound or number sign, but to today’s social media raised generation, it’s known as a hashtag. <br style="line-height: 13px;" />
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A <strong>hashtag</strong> is a word or a phrase without spaces preceded with the # symbol and is used to group updates and easily search to see those updates on a social media platform. If you use social media at all, you’ve surely seen hashtags on websites like Twitter, Facebook and Google+. You can find brands marketing their hashtags as part of their digital marketing campaign, such as Coca-Cola and its #<em>ShareACoke</em> campaign. <br style="line-height: 13px;" />
<br style="line-height: 13px;" />
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;"><img src="/images/blog/ShareACoke-campaign1.jpg" alt="The Power of the #Hashtag" longdesc="The Power of the #Hashtag" style="vertical-align: middle;" /></blockquote></blockquote></blockquote></blockquote>
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Search social media, and it’s clear to see that the power of the hashtag is real. Here’s why you should use hashtags if you’re using social media.<br style="line-height: 13px;" />
<br style="line-height: 13px;" />
<strong>#GenerateBuzz</strong><br style="line-height: 13px;" />
As a small business, social media is a great marketing tool for your agency and using a hashtag can enhance its effect.<br style="line-height: 13px;" />
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If you run contests or giveaways on social media for your clients, it’s a smart idea to start using a hashtag whenever you talk about your contest. A contest hashtag will engage your followers and allow you to monitor how well your contest is doing. <br style="line-height: 13px;" />
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You should also encourage your contest participants to use your hashtag because when the participants use it, it then reaches their social media friends. That’s a whole other group of people you wouldn’t have reached without the hashtag. <br style="line-height: 13px;" />
<br style="line-height: 13px;" />
<strong>#BrandAwareness</strong><br style="line-height: 13px;" />
Making a unique hashtag for your agency can increase brand awareness, especially if it’s used consistently. <br style="line-height: 13px;" />
<br style="line-height: 13px;" />
A hashtag works great as a unifier. If your agency has several offices with different social media profiles, using a hashtag like #ABCInsurance can help clients identify that although there are multiple profiles for the various offices, you operate as one brand. <br style="line-height: 13px;" />
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If you sponsor or host live events, hashtags are a great way to promote and bring together all of the social media updates from you and your event attendees. People who missed the event or wanted to see what others thought of it could easily see what happened by following the hashtag.<br style="line-height: 13px;" />
<br style="line-height: 13px;" />
<strong>#JoinTheConversation</strong><br style="line-height: 13px;" />
If you’re not ready to create and use your own hashtags yet, you should consider using hashtags that are already trending to your advantage. <br style="line-height: 13px;" />
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Google+, Twitter and Facebook all will tell you what hashtags are trending at the moment. Click on one to check out the conversation, and join in by using the hashtag and adding your point of view on the topic. This is an easy way to humanize your agency and engage your followers.<br style="line-height: 13px;" />
<br style="line-height: 13px;" />
Using hashtags can be a great way to join online discussions and connect with new people.<br style="line-height: 13px;" />
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Do you currently use hashtags on your agency’s social media pages? Has it worked for you? We’d love to hear more about it below.urn:uuid:6294 Reasons an Insurance Consumer May Decide to Purchase… Other Than Price - Agency Rating BlogFind out 4 factors, other than price, that may sway your prospect’s decision to purchase an insurance policy with you.2014-09-30T09:36:21Z2024-03-19T05:52:04Z<img src="/images/blog/482881063_couple_laptop.jpg" alt="couple on laptop" longdesc="4 Reasons an Insurance Consumer May Decide to Purchase… Other Than Price" style="width: 250px; height: 188px; float: right; margin: 5px;" />All too often I hear producers say their clients only buy on price, but when producers sell on price alone, everyone loses. Agencies lose by risking adverse selection, which ultimately drives up their loss ratio. Insureds lose because carriers that are underpriced are typically not the carriers that provide the best service. When it is time to submit a claim, great service can be the difference between getting the renewal and losing the client forever.<br />
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Below are four reasons, other than price, insurance shoppers consider when deciding where to purchase insurance.<br />
<ol>
<li><strong>The Ease</strong> – Insurance shoppers want to make sure they get the best deal, not only on price, but also on coverage. To do so, this involves shopping around. </li>
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To some consumers, the thought of comparing coverages from one company to another can be a daunting task. Due to this perception, many consumers are willing to take the risk of paying a little more so the process is hassle-free.
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<li><strong>Time Saved</strong> – The adage “Time is Money” has been around for years, but today’s consumers find more value in time than the consumers of yesteryear. In your agency marketing, let your prospects know buying a policy from you is easy and will not be a long, drawn out ordeal.</li>
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<li><strong>Peace of Mind </strong>– Helping your clients sleep better at night knowing if something happens, you have them covered is really what selling insurance is all about! Consumers want to know that their needs are going to be met when they are determining who to purchase their policy through, so give them the appropriate knowledge to put them at ease.</li>
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<li><strong>Easy to Compare</strong> – 83% of online insurance shoppers obtain more than one quote before purchasing a policy. Make sure your prospects know you have done the shopping for them and will offer them the best option. Make them feel secure, and explain to your prospects how you have researched a number of companies on their behalf. </li>
</ol>
Do you know of other reasons besides price why consumers decide to purchase insurance from an agent? Let us know below in the comments.urn:uuid:628Link Building Strategies That Work in 2014 - Agency Marketing BlogKeeping up with SEO trends is important for the visibility of your agency website. Here’s an overview of how SEO has changed and some link building strategies t2014-09-29T09:02:17Z2024-03-19T05:52:04Z<img style="width: 250px; height: 188px; float: right; margin: 5px;" longdesc="link building strategies" alt="chain links " src="/images/blog/477981595.jpg" />Search engine optimization is always changing. If you want your insurance agency website to stay visible, you will need to know what’s going on in the SEO industry. Searching for SEO on google.com/news is an easy way to keep track of current trends. If you don’t have time to read up on SEO on a regular basis, here’s an overview of how SEO has changed recently, including link building strategies that work. <br />
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<strong>Beware of the Easy Backlink</strong><br />
Back in the day, it was fairly simple to gain backlinks. SEO practitioners submitted website links to web directories by the thousands. Web directories are lists of websites that are broken down by categories and subcategories. This categorization is typically based on the entire website rather than a single page or set of keywords, and a website is usually limited to inclusion in a handful of categories. This method used to work but does not anymore. The only web directory that has any value nowadays is <a href="http://www.dmoz.org/">dmoz.org</a>, but it is next to impossible to get your submission approved by its editors. <br />
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<strong>Guest Blogging: Is It Dead?</strong><br />
The short answer: yes, it’s pretty much dead. There was a time where you could write a blog, and your payment was a link back to your website from that blog post. If SEO is the sole intention of your guest blogging, you shouldn’t do it because you cannot outsmart Google. <br />
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Quality guest posting opportunities are far and few between, so if you didn’t have to work hard to guest post for a website, chances are the backlink you would’ve gained is either worthless or will hurt you. You are better off creating useful and engaging content for your own insurance website. Great content is worth its weight in gold.<br />
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<strong>Partners Pages</strong><br />
If you have a Gold or Platinum Insurance Website Builder plan, you have access to partner pages. <a href="http://www.getitc.com/blog/marketing/2012/12/14/creating-a-partner-page-the-right-way#.VBnjtRbU8WQ">This valuable tool is a great way to earn a reciprocal link to your website. </a><br />
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How it works: If a potential partner website has a place to add a link to your website, you can ask the partner to swap links.<br />
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There are about 2,100 custom images for the pre-defined partner categories in partner pages. You can also add brief descriptions, logos, physical addresses, phone numbers and a map with directions to this page. There is even the option to add the partners’ social media links and a lead generation form that emails the prospect’s information to the partner.<br />
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<strong>Social Media is King?</strong><br />
Instead of putting all that effort into finding backlinks that don’t mean as much as they did, use your valuable time posting on social media. According to <a href="http://www.searchmetrics.com/en/knowledge-base/ranking-factors/">Searchmetrics</a>, Google+, Facebook and Twitter activity represents seven of the 11 most important rankings factors in 2014. Don’t be afraid to be unique, interesting or even zany if your business model allows it<span style="line-height: normal;"><br />
</span><br />
Keep in mind these suggestions will not produce results overnight. It can take many months of constant effort on your part so stay the course. Don’t quit or you’ll never know how close you were to succeeding.<span style="line-height: normal;"><br />
</span><br />
If you’re thinking about getting SEO help, call us for a free digital agency marketing consultation at (800) 383-3482, or leave a comment below, and we’ll get in touch. We have many options that may be a great fit for you.urn:uuid:627Masters of Marketing: Personalizing Your Website - Agency Marketing BlogThe slides and recording of the September 25, 2014 Masters of Marketing webinar on personalizing your insurance agency website.2014-09-25T16:12:19Z2024-03-19T05:52:04Z<p>Adding personal touches to your insurance agency website helps you stand out from the competition. In today's Masters of Marketing webinar, I explained why it is important to personalize your website and how exactly you can do so. If you missed it, <a href="https://attendee.gotowebinar.com/recording/2997469169823347201">you can watch the recording here </a>or review the slides below.<br />
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<iframe src="//www.slideshare.net/slideshow/embed_code/39539000" width="476" height="400" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe>
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<p>AgencyBuzz Product Manager Jennifer Fitzsimmons will host the next Masters of Marketing webinar on Thursday, October 16th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). She will discuss tracking your agency’s results and optimizing your email marketing campaign. If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/" target="_blank">you can do so here. </a>You can also follow the webinar on Twitter using the hashtag #MastersMktg.</p>
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</p>urn:uuid:62510 Things to Blog about on Your Insurance Website in October - Agency Marketing BlogHere are 10 ideas that are sure to spice up your insurance website and blog in the month of October. 2014-09-24T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/179325114.jpg" alt="jack-o-lantern lights" longdesc="10 thngs to blog about in october on your insurance website " style="width: 230px; height: 154px; float: right; margin: 5px; border-width: 0px; border-style: solid;" />As the weather gets cooler, there are plenty of fresh topics to write about for your agency’s content. But if it’s hard for you to come up with ideas, don’t worry. We’ve got <strong>10 great ideas</strong> you can write about for your insurance agency website blog or email newsletter in October.<br style="line-height: 13px;" />
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<ol>
<li><strong>World Teacher’s Day (October 5)</strong>: Teachers play a larger role in raising children than you may think. Remind your clients to show their appreciation to the educators who have impacted their kids for the better.</li>
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<li><strong>Recipes for Fall Produce</strong>: Pumpkins and fall squash are rolling into grocery stores, waiting to be used for pies, pastas and stews. Share some of your favorite fall produce recipes to give your clients ideas for their meal preparation.</li>
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<li><strong>Fire Prevention Week (October 5 to 11)</strong>: The risk of a home fire significantly increases as the weather cools and heat is required. Help your clients protect their families by offering fire prevention tips, including the creation of an emergency escape plan.</li>
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<li><strong>Columbus Day (October 13)</strong>: On this day in 1492, Christopher Columbus unexpectedly reached America with his fleet. Use this opportunity to teach your clients a bit about history (possibly even flood or travel insurance if you use your imagination), or offer a list of local sales that your clients can check out, especially if they have the day off.</li>
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<li><strong>Winterizing the Home</strong>: Cleaning out the gutters, trimming trees, weather-stripping the doors and sealing cracks around windows are all chores that need to be done around this time of year, among others. Create a checklist for home winterization so your clients can prepare their homes for the cold weather.</li>
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<li><strong>Halloween (October 31)</strong>: This is a favorite holiday for many fun-loving individuals, but it’s not without hazards. Offer your clients safety tips so they can celebrate worry-free. You could discuss pumpkin carving, kids’ costume selections, home and office décor, trick-or-treating tips and candy consumption. This is also a great subject for a social media contest: Vote for your favorite Halloween costume, and win a basket of goodies!</li>
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<li><strong>Freezing Pipes</strong>: One of the biggest wintertime home concerns is freezing pipes. If there’s one thing to do to prepare for the cold, it’s protecting those pipes by insulating them and keeping a steady flow of warm air around them. </li>
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<li><strong>Chimney Inspection</strong>: A damaged or dirty chimney can lead to carbon monoxide buildup inside a home or even a fire inside the chimney itself. Write a blog post about getting a chimney professionally inspected to check for cracks or other damages before it’s cold enough to use. It’s a good idea to hire a chimney sweep to clean out the flammable creosote residue.</li>
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<li><strong>Seasoned Wood</strong>: You’ve probably heard that only seasoned wood should be used to burn a fire in a fireplace, but what exactly is seasoned wood? This is the perfect time to do a bit of research and share your findings with your clients so they can build safe fires to keep their families warm.</li>
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<li><strong>Winterizing Recreational Vehicles</strong>: Just like you prepare your car for winter, those recreational vehicles like boats, RVs and motorcycles also need to be winterized. Put together a checklist for your clients so they can easily make their way through all the necessary tasks before the cold settles in.</li>
</ol>
Use these 10 content ideas to get a jumpstart on your blog or newsletter for the month. Do you have another great October topic idea? Tell us in the comments below.urn:uuid:623Is an Insurance Website Template Better for Your Agency? - Agency Marketing BlogChoosing to use an insurance website template can be beneficial for your agency, so we’re breaking down some common misconceptions about them to help you make t2014-09-22T09:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/101490308.jpg" alt="insurance website templates" longdesc="Is an Insurance Website Template Better for Your Agency?" style="width: 250px; height: 228px; float: right; margin: 5px;" />Two major goals of any insurance agent are to save money and make the agency as profitable as possible. Establishing a powerful presence online is essential to any agent who wants to convey a professional image. When you project a professional image through your website, it instantly helps your agency gain credibility. This is where using an insurance website template can help. <br />
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Insurance agents often have some common misconceptions about insurance website templates, but there are actually several benefits to buying such a template. <br />
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<strong>Best Practices in Looks and Functionality</strong><br />
One major benefit of a template is you don’t have to think about the design or functionality. Looking through a gallery of templates can give you inspiration on the layout, design, colors and different features of your insurance agency website. It is also helpful because your website provider has already thought through the functionality of the website and can apply best practices to your website. <br />
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For example, as the Insurance Website Builder team designs each website template in our gallery, we carefully plan each element to make the website design effective for selling insurance. The templates contain clear calls to action, strategically placed forms and other elements that make a website more effective overall. Each website template is also easy to navigate. We have thought through all of these elements so our agents get their desired response from their online visitors. <br />
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<strong>Speed and Cost</strong><br />
Website templates are also great for agents who need their website done quickly and in a cost-friendly manner. The basic design and framework of a template are already put together, so it doesn’t take long to make a website live. Simple changes, like implementing a logo, changing colors to match your branding or updating information, are done quickly with a template so the aesthetics of the website design are not sacrificed. Also, since website templates don’t require a lot of development time, they are less expensive than a built-from-scratch website and are therefore great for people who are working with a lower budget. Some developers may offer different pricing levels of templates to work with any budget. <a href="http://www.getitc.com/products/websites/order/" target="_blank">(We have three levels.)</a><br />
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<strong>Customization</strong><br />
Some insurance agents worry if they buy a website template, there will be several other agencies with websites that look exactly like theirs. Contrary to this popular belief, you can customize a website template so it is unique to your agency and doesn't look like the original template. We work with insurance agents to determine the different colors, styles, fonts, layout arrangements and other design options that will better reflect our agents’ unique brands. <br />
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For example, if an agent prefers to use an image as the web page background rather than a solid color or pattern, we can make that change easily. This slight modification makes the agent’s website vastly different from the original template. <br />
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Determining the right method for developing an agency website can largely depend on the individual’s budget and time frame. If you’re looking for a budget- and time-friendly solution, website templates are the best solution.<br />
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Got a question about insurance website templates? Leave it in the comments below, and we’ll answer it. urn:uuid:622The Importance of Data Upkeep Within Your Agency - Agency Marketing BlogThe first installment of a two part series on why up-to-date data is vital to your agency’s success.2014-09-17T09:01:51Z2024-03-19T05:52:04Z<img src="/images/blog/459378585.jpg" style="width: 250px; height: 188px; float: right; margin: 5px;" alt="file cabinet inside of a laptop" longdesc="The importance of data upkeep" />In this first installment of a two part series on the importance of keeping your contact data up to date, I’ll discuss why up-to-date data is vital to your agency’s success. <br />
<strong><br />
<h2 class="subtitle" style="font-weight: bold;">Part 1: Why Keeping Up-to-Date Data is So Important</h2>
</strong><br />
Keeping your client data accurate and up to date is vital to the success of your agency. Failure to keep correct data for your customers can create costly and embarrassing mistakes. <br />
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Your client data deteriorates rapidly. In fact, if you fail to maintain it, you will find that much of it is useless within three years.<br />
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By failing to keep your client’s contact and personalized data up to date, you could be throwing money out the window by attempting to reach insureds whose contact details have changed or even commit a colossal blunder by trying to contact someone who has died! <br />
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More common mistakes include sending mailings with a client’s or prospect's name spelled incorrectly. This can create a bad impression or taint the relationship you are trying to build.<br />
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<strong>Updating Your Records</strong><br />
You have a responsibility to your business, clients, carriers, and support staff to ensure that your data is accurate and kept up-to-date. Updating your database regularly also helps you avoid wasting resources by contacting policy holders who’ve been lost, sending mailings to email and home addresses that are no longer current, and having CSRs spend hours calling disconnected numbers. It is possible to keep your database up-to-date by ensuring that you check client details regularly and update your records as soon as you become aware of changes.<br />
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If you've never cleaned and updated your data before, I'd recommend getting help from a company or purchasing a software product to scrub your client data. There are all sorts of issues that could arise the first time you clean your data, and it’s best to have help for a huge clean, especially if you’ve never done it before. <br />
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A professional data-cleaning company or data scrubbing software product can screen customer data against a range of files, including the national change of address file and county records like death certificates..<br />
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Be aware though, the results aren't always 100% accurate. For example, the post office only takes into account people who notify them that they have moved, which is only about 1/3 of people who move each year. To help combat this, some larger data scrubbing companies will list information as guaranteed or assumed.<br />
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<strong>When An Emergency Strikes, Up-to-Date Data is More Important than Ever</strong><br />
If there is a natural disaster in your community or a tragedy like the Boston Marathon bombing, you need to be able to convey critical information to your clients. Your clients will also want to reach you should they have claims resulting from a catastrophe. If their information is not up to date, how can you help them? What sort of E&O exposure will you leave yourself open to if your data isn’t up to date? <br />
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<strong>Delete With Caution</strong><br />
If you are cleaning your own information, or you’ve sent a recent mailing and have had something returned, avoid deleting the information straight away. It’s best to call or send an email to get the updated information for your file. Do not wait. If you wait it will not get done. In <a href="http://www.getitc.com/products/leadmanagement/" target="_blank">AgencyBuzz</a> it’s very easy to update records when you see something is returned. I’ll discuss that more in part two. <br />
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My recommendation: never delete data unless you are sure it is no longer useful to you.<br />
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<strong>How do you know it’s no longer useful?</strong> You should regularly review what data you need and how long you need to keep it. Be sure you’re securely updating, deleting or archiving data. AgencyBuzz backs up your data hourly – so should something happen, and you accidentally delete somebody, or a whole list of contacts (which happens more often than you’d think), we can retrieve it for you and place it back in your account. Your Outlook account won’t do that. <br />
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There really is no excuse for failing to keep your data clean. People are much more aware of data issues nowadays so there is help available and services to screen your data.<br />
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No one is expecting you to do this without help, and that help may include a contact management system. <br />
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In part two of this series, I will talk about why you need a contact management system and what to look for when shopping for one. urn:uuid:621Boo! 5 Scary Marketing Terms Unmasked - Agency Marketing BlogAgency marketing shouldn’t be a daunting task, so we’re uncovering five scary terms you should know. 2014-09-15T08:45:18Z2024-03-19T05:52:04Z<img src="/images/blog/489594315_scary_town.jpg" style="width: 300px; height: 200px; float: right; margin: 5px;" alt="scary town " longdesc="5 scary marketing terms unmasked" />Creating content for your email marketing and SEO strategies that reinforces your agency's brand and helps drive conversions is important to marketing success.<br />
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Ever hear a sentence like the previous one and have no idea what the other person is saying?<br />
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Like insurance, marketing has its own vocabulary, which, if you're unfamiliar with it, can be a little daunting. If you don't understand the terms, it is hard to apply the marketing concepts to your agency. With the fierce competition online for consumers' attention, you can't afford to not use marketing effectively for your agency.<br />
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Here are five popular marketing terms that you might find the most intimidating.<br />
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<ol>
<li><strong>Content</strong><br />
Content is many things, but at its core content is something your prospects and clients will find valuable and/or helpful. This can include blog posts, webinars, images, e-books, free reports, seminars, checklists, podcasts, infographics, case studies, etc.<br />
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When you create and share content of value, you will also demonstrate your expertise and build trust with your prospects and clients. Just make sure whatever content you create, you keep your target audience in mind and focus on creating content they'll find meaningful.</li>
<br />
<li><strong>Email Marketing </strong><br />
Another broad term, email marketing applies to any email messages you send with the objective of furthering one of your marketing goals. Email marketing can be a prospecting email you send to a list of leads. Or a cross sell email you send to clients of one line of business to gauge their interest in a different line of business. Or a newsletter sent to clients to promote agency happenings, news or events. Or an email sent to clients asking for testimonials or referrals. Or a trigger email automatically sent to a prospect who got a quote from your insurance agency website.<br />
<br />
Email marketing is one of the best tools you can have in your marketing toolbox as the cost is relatively cheap for getting your message in front of many people. With a professional looking design, helpful content, and a clear, strong call to action, the possibilities of what you can do with email marketing are practically endless.<br />
<br />
</li>
<li><strong>Brand</strong><br />
Most people when they hear the word brand they immediately think of logos. They're partially right. <a href="http://www.getitc.com/blog/marketing/2013/09/09/what-is-a-brand" target="_blank">Your logo is a visual representation of your brand, but it is not your whole brand.</a> Your brand (noun) is your agency's identity and how your prospects and clients view you. <br />
<br />
Branding (verb) happens when you clearly and consistently communicate and reinforce what you're known for, your brand. It creates loyalty and helps raise awareness. Branding shouldn't replace your other marketing activities or sales efforts. It should assist and reinforce those activities and efforts.<br />
<br />
</li>
<li><strong>SEO</strong><br />
Search engine optimization is the process of influencing where your website appears in a search engine's organic (read: unpaid) results. Because search engines are continually tweaking their algorithms, SEO can get a little tricky. It's also important to remember that due to this continual change, SEO is an ongoing process.<br />
<br />
<a href="http://www.getitc.com/blog/tag/seo/" target="_blank">SEO is the most written about topic on this blog</a> as it is one of the more complicated online marketing tools. The content you create can help with your SEO. In addition to being valuable, your content should answer questions consumers might enter into a search engine when researching insurance.<br />
<br />
</li>
<li><strong>Conversion</strong><br />
One of the main goals in marketing, a conversion is when someone takes the action you are trying to get them to take. <br />
<br />
Conversions can be as minor an action as clicking a link in a marketing email to a larger action like filling out a form on your website to request a quote. Ideally, you want each minor conversion to lead your prospects through the sales funnel until they become clients. </li>
</ol>
Got a scary marketing term you want me to define in another blog post? Leave it in the comments below.urn:uuid:620Why You Should Have Control of Your Insurance Website Content - Agency Marketing BlogIf your agency’s website content is controlled by your website designer, taking back the control could save you time, money and much more. 2014-09-10T09:33:21Z2024-03-19T05:52:04Z<img src="/images/blog/79302342.jpg" style="width: 250px; height: 333px; float: right; margin: 5px;" alt="control tab of keyboard" longdesc="take control of your insurance website content " />Having a website professionally built for your agency is important. It is less stressful, and a good insurance agency website serves as the starting foundation of building a cohesive online brand. However, what you do after your website is live is just as important to the online success of your agency. <br />
<br />
Keeping your website updated is vital in today’s Internet-connected world since your website is the center of your agency marketing, both online and offline. <br />
<br />
If you don’t have access to edit the information and different sections on of your website, you will have to pay your website designer whenever you want to make a change. That can get expensive. You need to have control of your website’s content and here’s why.<br />
<br />
<strong>Time Is Money</strong><br />
Did I already mention how leaving your website designer in charge of your content updates can get expensive? We say “Time is money” for a reason. While the prices may vary designer to designer, you will still have to pay an hourly fee for your website designer to make any and all changes to your website’s content.<br />
<br />
<strong>You Own It</strong><br />
The website may have been designed by someone else but it’s yours so it’s essential that you have the ability to update your insurance website and make changes to it as you need to.<br />
<br />
When choosing a website designer, don’t get lost in the design aspect, and forget that the designer will eventually have to relinquish over the controls to you. It’s best to choose a website with an <a href="http://www.insurancewebsitebuilder.com/products/websites/features/website-dashboard" target="_blank">easy-to-use administrative console, which will give you access to your website’s content so you can make a change whenever you need to.</a><br />
<strong><br />
You Know Your Clients Best</strong><br />
You know more about your clients’ wants and needs than your website designer who has no idea who your clients are or what information they need from your insurance agency website. Your designer also may not know what’s going on in your agency or community. <br />
<br />
Emergencies and special circumstances like an upcoming special event or a sudden change in your operational times may require the need to update your website in an instant. Having to contact your designer to make the change can take longer than you expect, especially if he or she is juggling several clients. <br />
<strong><br />
Keep It Fresh</strong><br />
In addition to having control over your website content, it is also important that you’re able to blog. Blogging is one of the best things you can do for your website as it helps with SEO and contributes to your reputation as an insurance expert. Blogging can increase awareness, drive traffic, build loyalty and influence buying decisions. If you aren’t sure how to blog, we’ve got many posts dedicated to the subject. Here are a few to get you started. <br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/11/27/how-to-find-time-to-blog" target="_blank">How to Find Time to Blog </a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/08/12/easy-tips-to-a-great-insurance-website-blog" target="_blank">Easy Tips to a Great Insurance Website Blog</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/12/03/how-to-write-a-great-blog-post" target="_self">How to Write a Great Blog Post </a><br />
<br />
<a href="10 Things to Blog About on Your Insurance Website in September" target="_self">10 Things to Blog About on Your Insurance Website in September</a><br />
<br />
A professional and custom designed agency website is a great investment; just remember that you should have control of what your customers read. You own it. You need to be able to update it.<br />
<br />
Have a question about your website content? Leave a comment below.urn:uuid:619Getting the Right Reviews for Your Insurance Website - Agency Marketing BlogPositive customer reviews can help with the growth of your agency. Find out how to get the right kind of reviews with these tips.2014-09-05T16:59:03Z2024-03-19T05:52:04Z<em><img src="/images/blog/175563453.jpg" style="width: 250px; height: 250px; float: right; margin: 5px;" alt="Colorful message clouds" longdesc="Getting the right reviews for your insurance agency" />“They like us. They really like us.”</em><br />
<br />
This is more than an adaptation of a memorable Sally Fields’ quote. It’s the truth for many successful insurance agencies. <br />
<br />
Popularity is a key component of success in the insurance industry. It can help agencies attract new clients while keeping existing ones from jumping ship. In the highly competitive world of insurance, an agency’s reputation – or lack thereof – is often the difference between making it and breaking it. Managing your online reputation can have a huge impact on your agency’s revenue. <br />
<br />
<strong>Reputation Management: A New Frontier</strong><br />
The reputation of your agency is no longer built solely from word-of-mouth referrals or costly advertising campaigns in the Yellow Pages or your local newspaper. In fact, online reviews can make a bigger difference in your agency’s success than either of those methods and at a fraction of the cost. A strong online review profile can even help improve your website’s rankings in search engine results.<br />
<br />
Nevertheless, where and how you get these reviews can help determine the success of your agency’s reputation-based growth. <br />
<br />
These tips will help you make sure the online reviews you get are helping to grow your agency’s business.<br />
<br />
<strong>Don’t Focus on the Testimonial Page</strong><br />
Testimonials on your insurance agency website are great However, in terms of reputation management, they’re like the trophies you might keep in a case at home. They can make a strong impression for your website visitors but don’t have much influence outside the comfy confines of your website.<br />
<br />
<strong>Use Yelp and Google to Your Advantage </strong><br />
Focus on getting reviews through <a href="http://www.yelp.com/">Yelp</a> and <a href="http://www.google.com/business/">Google My Business</a>. Search engines consider reviews on these directories to be a more impartial portrayal of what your clients think about your agency because Yelp and Google carefully filter reviews submitted so only legitimate reviews are posted. In other words, to a search engine the chances of a spam or fake review being published to your listing on these directories are much lower compared to your website.<br />
<br />
Getting good reviews through Yelp and Google can show search engines that your agency is worthy of a top flight ranking for the keywords, topics and lines of business you’re targeting. They can also help your agency gain business directly from people who use these websites to compare business reviews.<br />
<br />
<strong>Make It Easy to Be Reviewed</strong><br />
Yelp <a></a>and Google+ are designed to collect natural reviews from consumers. If a listing gets dozens of reviews in a single hour, these websites might only post one or two of them. So sending an email to your entire client list at one time is not the best strategy to solicit reviews as the influx can mean only a few of them actually are published.<br />
<br />
Fortunately, there are other ways to get dozens of quality reviews in a steady manner. Encourage new clients to review your agency on Yelp and Google+ shortly after their policies are bound.<br />
<br />
You can also adding a link to Yelp on your website or within a drip email campaign to direct your new clients to your listings.<br />
<br />
Do you have any success stories about review solicitation? Share them in the comments.urn:uuid:618ACORD Forms Update (August 2014) - Agency Management BlogA list of ACORD forms that were updated in agency management system InsurancePro in August 2014.2014-09-04T14:55:30Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for users of our agency management system InsurancePro.<br />
<strong><br />
Forms with New Revision Dates</strong><br />
<br />
854 CA 2014/09 replaces 2014/04 - California FAIR Plan Property Insurance, Application for Dwelling Insurance<br />
<br />
855 CA 2014/09 replaces 2014/04 - California FAIR Plan Property Insurance, Application for Commercial Insurance<br />
<br />
<strong>Corrections or Modifications to Existing Forms</strong><br />
<br />
23 2010/05 - Vehicle or Equipment Certificate of Insurance<br />
<br />
62 NY 2009/04 - Application for Dwelling Insurance<br />
<br />
65 MA 2012/07 - Massachusetts Property Insurance Underwriting Association, Application for Dwelling Fire Insurance Inspection and Placement<br />
<br />
67 NJ 2010/08 - New Jersey Insurance Underwriting Insurance Association Dwelling Fire Application<br />
<br />
60 MA 2012/07 - Massachusetts Property Insurance Underwriting Association<br />
<br />
70 2012/03 - Personal Policy Change Request (Except Auto)<br />
<br />
80 2013/09 - Homeowner Application<br />
<br />
84 2013/09 - Dwelling Fire Application<br />
<br />
89 2014/12 - Residential Section (for use on or after 12/1/2014)urn:uuid:6163 Insurance Agency Website Mistakes That Can Cost You Clients - Agency Marketing BlogHere are three agency website mistakes that could be preventing your potential clients from giving you their business.2014-09-03T08:43:08Z2024-03-19T05:52:04Z<img src="/images/blog/152153083.jpg" style="width: 200px; height: 300px; float: right; margin: 5px;" alt="woman holding a red umbrella and clipboard" longdesc="Three Insurance Agency Website Mistakes That Can Cost You Clients" />Insurance agency websites have a brief window of time to capture a potential client’s interest through your insurance agency website. A good website should make the prospect want to initiate a conversation with your agency about possibly purchasing a policy.<br />
<br />
So what can keep those clients from picking up the phone and contacting you? Here are three reasons why your website can cost you potential clients and how to fix them.<br />
<br />
<strong>All About You Section</strong><br />
While having your agency’s history on your website is important, if that is all the information clients see in your <em>About Us</em> section, they will not think your website is very helpful. Too much talk about yourself can make you look conceited, which can also deter clients.<br />
<br />
<span style="text-decoration: underline;">The Fix:</span> Turn your <em>All About Me</em> section into an <em>All About Me Helping You</em> section. Doing so shows your clients your history and what you can do for them that other agencies can’t.<br />
<br />
<strong>Mobile Un-Friendly</strong><br />
<a href="http://www.getitc.com/blog/marketing/2014/07/24/masters-of-marketing-benefits-of-a-mobile-website" target="_blank">About 15% of clients will find your website from online searches using their mobile phones.</a> If your insurance website does not have a responsive design or a mobile-friendly version, this will frustrate visitors trying to navigate your website on smaller screens. Rather than try and figure it out, they will find it easier to go back to the other websites listed in the search results.<br />
<br />
<span style="text-decoration: underline;">The Fix:</span> Make sure your website design is either responsive, or you have a separate mobile version that is easy to navigate.<br />
<br />
<strong>Absent or Overly Long Quote Forms</strong><br />
If you have no quote forms available on your website, how can your visitors give you their information? A website visitor may have only a brief window of time to fill out a quick form and may not be able to call you or have the time to fill out a long and complicated quote form. Some may also find a lot of questions intimidating and may not feel comfortable filling out those long forms.<br />
<br />
<span style="text-decoration: underline;">The Fix:</span> Add shorter quote forms to your website. Ask the basic information you’ll need to know if the lead is good, then follow up to get the rest. This adds a personal touch to the prospect’s first real contact with you.<br />
<br />
Don’t let something small keep clients and prospects from contacting you. Avoid these mistakes, and make your agency’s website a stronger tool in your marketing tool belt.urn:uuid:763Multico Unveils Mobile-Ready Consumer Rating Portal - Agency Rating BlogMultico Rating Systems, a leading provider of insurance rating solutions, today announced the expansion of its MarketPlace product with an enhanced2014-09-02T10:01:00Z2024-03-19T05:52:04Z<img src="/images/blog/multico/how-to-make-your-site-mobile-ready-in-just-30-seconds-71f44df579-270x151.jpg" alt="How To Make Your Site Mobile Ready" longdesc="How To Make Your Site Mobile Ready In Just 30 Seconds" style="float: right; margin: 5px;" />
<p><strong>SEATTLE, WA (September 2, 2014)</strong> — To help insurance agencies realize more business value from their online initiatives, Multico Rating Systems, a leading provider of insurance rating solutions, today announced the expansion of its MarketPlace<sup>TM</sup> product with an enhanced mobile-ready interface.</p>
<p>Multico MarketPlace is a custom rating portal that allows subscribing agencies to present real-time auto insurance quotes directly to consumers via the agency’s website. MarketPlace leverages the agency’s existing brand and screens can be customized to set default limits, coverage options, and text areas.</p>
<p>The new mobile-ready interface automatically detects mobile devices and adapts the screen layout to provide an optimal viewing experience. The display provides for easy reading and navigation with a minimal amount of resizing, panning, and scrolling across a wide range of devices including smart phones and tablet computers.</p>
<p>“We’re pleased to provide our customers the tools they need to compete in today’s increasingly mobile marketplace,” said Charles Anderson, President of Multico Rating Systems. “Multico-online makes it easy for agencies to connect with insurance shoppers everywhere they find them – in person, on the phone and through their online presence.”</p>
<p><strong>About Multico Rating Systems</strong></p>
<p>Multico Rating Systems, headquartered in Seattle, Washington, has been a pioneer in the insurance software industry since 1986. Multico specializes in point-of-sale systems for insurance carriers and premium comparison and consumer access quoting for independent agents. More information can be found at <a href="http://www.multico.com/" target="_blank"><span style="text-decoration: underline;">www.multico.com</span></a>.</p>urn:uuid:615Masters of Marketing: The Importance of Data Upkeep - Agency Marketing BlogThe slides and recording of the August 28, 2014 Masters of Marketing webinar on the importance of data upkeep.2014-08-29T08:48:11Z2024-03-19T05:52:04ZIn today's Masters of Marketing webinar, I explained why marinating your data can save you valuable time and money. If you missed it, you can <a href="https://attendee.gotowebinar.com/recording/5442096934121963266">watch the recording here</a> or review the slides below.<br />
<br />
<iframe width="427" height="356" frameborder="0" style="border: 1px solid #cccccc; margin-bottom: 5px; max-width: 100%;" marginheight="0" marginwidth="0" src="//www.slideshare.net/slideshow/embed_code/38489394" scrolling="no"> </iframe>
<div style="margin-bottom: 5px;"> <strong> <a target="_blank" title="Masters of Marketing -- Data management" href="https://www.slideshare.net/iwb_insurance/masters-of-marketing-data-management"></a></strong> </div>
Website Coordinator Nell Gentz will host the next Masters of Marketing webinar on Thursday, September 25th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). She will discuss personalizing your insurance website. If you are not currently registered for Masters of Marketing, you can do so <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktgurn:uuid:614September 2014 Schedule for InsurancePro Academy - Agency Management BlogCheck out the September schedule for our weekly training webinars for our agency management system InsurancePro.2014-08-27T16:22:21Z2024-03-19T05:52:04ZJoin us each Thursday for InsurancePro Academy, our free, 30-minute weekly webinar series on the different features and capabilities of our agency management system InsurancePro.<br />
<br />
There are two tracks: one for admins like agency principals and managers and one for users like producers and customer service representatives.<br />
<br />
Here are the upcoming topics for each track.<br />
<br />
<strong>InsurancePro Admin Academy – for agency principals and managers, every Thursday at 11:00 a.m. CDT</strong><br />
<br />
September 4 – Quote Sheets: How to Save Time with Quote Sheets <br />
September 11 – Default Options: How to Set Defaults for All Users <br />
September 18 – Signatures: How to Create and Attach Signatures to ACORD Forms <br />
September 25 – Notes/Reminders: How to Run a Log of All Transactions in a Given Time Period<br />
<br />
<a href="https://attendee.gotowebinar.com/register/8842004588471781121">Click here to register for InsurancePro Admin Academy.</a><br />
<br />
<strong>InsurancePro User Academy – for producers and customer service representatives, every Thursday at 1:00 p.m. CDT</strong><br />
<br />
September 4 – Payments: How to Take a Payment in InsurancePro <br />
September 11 – Endorsements: How to Process an Endorsement <br />
September 18 – Help Us Help You: How to Submit Feature Ideas and Requests to ITC <br />
September 25 – Other Policies: How to Create Another Policy for an Existing Client<br />
<br />
<a href="https://attendee.gotowebinar.com/register/6999628820109889025">Click here to register for InsurancePro User Academy.</a><br />
<br />
Check back to this blog post for recordings from the month of September. Recordings for past InsurancePro Academy: <a href="http://www.getitc.com/blog/management/2014/06/30/july-2014-schedule-for-insurancepro-academy">July 2014</a> | <a href="http://www.getitc.com/blog/management/2014/07/31/august-2014-schedule-for-insurancepro-academy">August 2014</a>urn:uuid:613September 2014 Schedule for TurboRater Academy - Agency Rating BlogCheck out the September schedule for our weekly training webinars for our comparative rater TurboRater.2014-08-27T16:16:28Z2024-03-19T05:52:04ZJoin us each Tuesday for TurboRater Academy, our free, 30-minute weekly webinar series on the different features and capabilities of our personal lines comparative rater TurboRater.<br />
<br />
There are two tracks: one for admins like agency principals and managers and one for users like producers and customer service representatives.<br />
<br />
Here are the upcoming topics for each track.<br />
<br />
<strong>TurboRater Admin Academy – for agency principals and managers, every Tuesday at 11:00 a.m. CD</strong>T<br />
<br />
September 2 – Are You Spreading the Love? How to Track the Companies Your Producers are Quoting <br />
September 9 – Save Time Entering Quotes: How to Set Up Quote Templates <br />
September 16 – MVRs: How to Set Up an MVR Account and Pull MVR Data Into an Auto Quote <br />
September 23 – UDD (Texas Only): Cut Quoting Time in Half with Household Driver and Vehicle Lookup<br />
September 30 – Geographical Maps: How to Review Your Quotes Geographically<br />
<br />
<a href="https://attendee.gotowebinar.com/register/2746250551430432001">Click here to register for TurboRater Admin Academy.</a><br />
<br />
<strong>TurboRater User Academy – for producers and customer service representatives, every Tuesday at 1:00 p.m. CDT</strong><br />
<br />
September 2 – Help Us Help You: How to Submit Feature Ideas and Requests to ITC <br />
September 9 – Homeowner Quotes: How to Quote Homeowner Policies <br />
September 16 – Homeowner Quotes: How to Look Up Home Characteristics with Satellite View <br />
September 23 – Homeowner Quotes: How to Look Up PPC Code in Homeowner Policies <br />
September 30 – Renters Quotes: How to Quote Renters Policies <br />
<br />
<a href="https://attendee.gotowebinar.com/register/6269619069964235009">Click here to register for TurboRater User Academy.</a><br />
<br />
Check back to this blog post for recordings from the month of September. Recordings for past TurboRater Academy webinars: <br />
<a href="http://www.getitc.com/blog/rating/2014/06/04/introducing-turborater-academy">June 2014</a>| <a href="http://www.getitc.com/blog/rating/2014/06/26/july-2014-schedule-for-turborater-academy">July 2014</a> | <a href="http://www.getitc.com/blog/rating/2014/07/31/august-2014-schedule-for-turborater-academy">August 2014</a>urn:uuid:612How to Keep Your Readers Engaged with Your Blog Posts - Agency Marketing BlogA well-written blog post can bring in traffic on your insurance website. Here are some tips to help you keep your readers engaged.2014-08-27T09:54:36Z2024-03-19T05:52:04Z<img src="/images/blog/Thinkstock/482881063_couple_laptop.jpg" style="width: 250px; height: 188px; float: right; margin: 5px;" alt="a couple looking at laptop screen" longdesc="engaging your customers on your insurance website " />Posting <strong>blogs</strong> is important to attracting potential clients to
your insurance agency website, improving your SEO and getting noticed
more by search engines.<br />
<br />
While quantity is important, you shouldn’t sacrifice quality.
Well-written blog posts can bring in and keep traffic on your insurance
website that can result in new clients as they will come to view you as
an expert who cares about helping them.<br />
<br />
Here are some tips to help you create better blogs that will keep your reader engaged.<br />
<ul>
<li><strong>Limit keywords</strong>: As Google continues to update its search
algorithm, its spiders crawl the web and are more diligent about
punishing websites that load up on too many keywords. If you write blog
posts that feature too many keywords, Google will deem it spam, and so
will your readers as these posts don’t read well and don’t engage
visitors. Use keywords sparingly in your blog posts where it sounds
natural. </li>
</ul>
<ul>
<li><strong>Be professional and fun</strong>: Just because you’re running a
business doesn’t mean you can’t have a natural conversation with your
clients. Would you be robotic and technical with clients visiting your
office? Of course not!</li>
</ul>
<blockquote>Keep the tone of your blog posts friendly, open and
conversational, like you would when speaking with clients in person.
Stay professional, but write your blog posts without technical jargon to
show you’re an actual human being. <br />
</blockquote>
<ul>
<li><strong>Get to the point</strong>: Let’s face it. The Internet is not
really the place for people with long attention spans. There’s emails to
send, tweets to read and funny cat videos to watch. </li>
</ul>
<blockquote>When website visitors find your blog, they’re in no mood to
stick around forever. Don’t drag out your blog posts. There’s no word
limit. Say what you need to say, and wrap it up. Getting to the point
quickly frees up your time to tend to other areas of your agency and
lets your visitors get the information they want in a timely manner.<br />
</blockquote>Follow these tips to make your blog SEO friendly and people
friendly. Keep producing quality content on a regular basis, and
potential clients and Google will begin to notice.urn:uuid:611Ranking Companies at the Top or Bottom in the Comparative Rater - Agency Rating BlogNow you can rank companies at the top or bottom of the comparison list in comparative rating system TurboRater.2014-08-26T15:01:28Z2024-03-19T05:52:04Z<img src="/images/blog/187916211.jpg" style="width: 250px; height: 206px; float: right; margin: 5px;" alt="man typing on laptop" />Selling insurance is as much about the relationship between agent and consumer as it is about the coverage. Your ability to close a sale is closely tied to your ability to build trust with the prospect. The relationships you have with your carriers are just as important as the relationships you have with your clients. <br />
<a href="http://www.getitc.com/release/2014/05/20/new-turborater-features-puts-relationship-back-in-selling-insurance"><br />
In May we announced a new feature</a> in our comparative rating system TurboRater called Rank Your Companies that allows you to do exactly that. You now have control over the ranking order of your preferred carriers on the quote comparison list in TurboRater, regardless of rate. <br />
<br />
When we first envisioned this feature, our focus was on why an agent may want to rank their preferred carriers at the top of the list. You might want to rank a carrier at the top of the list because of better coverage options, better service or you have a good relationship with that carrier.<br />
<br />
But what about carriers you want your producers to avoid writing business with? Maybe you’re concerned about the company’s financial stability. Or maybe their service levels have dropped. Or maybe the coverage no longer meets your client’s needs.<br />
<br />
Whatever the reason, if you have a carrier you want to rank at the bottom of your comparison screen, you can now do that.<br />
<br />
When you are setting up your ranked companies in the preference section, you can add them to the top ranked list or the bottom ranked list. <a href="http://www.itcdataservices.com/support/CMPWFAQ/afmmain.aspx?faqid=425">Click here to read the FAQ on how to turn on ranked companies.</a><br />
<br />
Have you tried our Rank Your Companies feature? Tell us in the comments below.urn:uuid:610What’s in Release 6.0.38.17 of InsurancePro - Agency Management BlogEnhancements for users of agency management system InsurancePro2014-08-25T14:54:49Z2024-03-19T05:52:04ZThese are the enhancements that are included in the next release of agency management system InsurancePro (Release 6.0.38.17).<br />
<br />
<ul>
<li>Updated the integration URL for AgencyBuzz.</li>
<li>Added a date range to the Synchronize Cloud files window. </li>
<li>Added ability for users to add carriers and policy types that are not in AgencyBuzz automatically when the customer is exported to AgencyBuzz. </li>
<li>Corrected an issue on legacy quote forms when users access and use a form that was for a different policy type. </li>
<li>Corrected an issue when the commission percentage for a company was blank when renewing a policy.</li>
<li>Corrected an issue with adding a new line item and then deleting it in the Agency Commission screen. </li>
<li>Corrected an issue with uploading files to the cloud. </li>
<li>Corrected an issue for customers with multiple policy types. We are now inserting all types in AgencyBuzz. </li>
</ul>urn:uuid:609Real Talk About Text Message Marketing - Agency Marketing BlogIf you've ever considered using text messaging for your agency's marketing, these facts may make you reconsider. 2014-08-25T08:45:26Z2024-03-19T05:52:04Z<img src="/images/blog/186333494.jpg" style="width: 250px; height: 167px; float: right; margin: 5px;" alt="cell phone " longdesc="text message marketing" /><strong>Text message marketing</strong> is a largely unused agency marketing tactic in the insurance industry. This is in part because of rules and regulations that are assumed to be complicated (they’re not) and in part because agents don’t know much about it. What it comes down to… many agents aren’t sure whether or not text message marketing can work for their agencies. <br />
<br />
Here are answers to some common questions I get from agents about text message marketing and other questions you may not think to ask.<br />
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<strong>“Everyone reads their text messages! Don’t I have a better chance of my message being read if I send it via text?”</strong> <br />
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The truth is text messages are intrusive when used for advertising purposes. They should never be used for advertising. The best time to use text messaging is when you need to get information to your clients during a crisis like natural disasters or life threatening emergencies in your area.<br />
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Think about how you would feel if you received a marketing text message from your dry cleaners, your car salesman or your dentist. You would most likely unsubscribe, and you’re not alone. In the past <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> users have sent marketing text messages to 7,556 unique people, and 14% have opted out of those messages. <br />
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The engagement rate for these messages is around 0.20%. By engagement, I don’t mean opening the text. That’s easy. Opening a text involves swiping the screen on your phone, so, it isn’t hard to get 98% open rate on texts. But, what are they doing with the information you’ve sent? Nothing? Deleting your message? Most likely unsubscribing? They aren’t calling you to take you up on your offer, and we can see that in the numbers. <br />
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Engagement rate is measured by the receiver’s response to the message. If you open a text and delete it, then it is not successful. That is not engagement. Engagement should always be the number one priority.<br />
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<strong>“I heard I have to get permission to text my customers and prospects. Can’t I send them a text message asking them for that? Then I can see if their phone number is valid too.” </strong><br />
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<a href="http://corporatelaw.jdsupra.com/post/telemarketers-take-note-tcpa-prior-consent-rules-go-into-effect-today?utm_source=editorial_email">New regulations</a> are clear when it comes to getting permission to send information via text or phone to your clients and prospects. <br />
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You have to send an email to each of your clients asking for permission to message them via text. With AgencyBuzz, this email is automatically generated and appears to come directly from your agency. This process is only done when AgencyBuzz realizes that you haven’t already received written permission from clients and prospects. You will need permission from each client and prospect you’d like to send texts to. <br />
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Since this FCC/TCPA regulation came into practice, we’ve seen a drastic decrease in the numbers of texts sent due to contacts not giving their agents permission to send texts. <br />
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This should serve as another indication that the public, in general, feels text message marketing is intrusive and not wanted.<br />
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<strong>“But, I’ve read email marketing is dead. So wouldn’t text messages be better?”</strong><br />
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I had a previous customer who used Agency Buzz to execute a marketing plan comprised of only text messaging. He saw horrible engagement rates, upset a LOT of his customers and lost several prospects in the process. When he switched from text message marketing to email marketing, he had a huge turn around. He increased retention using automated renewal notices and began receiving payments on time thanks to automating his payment reminders in AgencyBuzz. He also had a great response to his monthly newsletters.<br />
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Email marketing isn’t dead – especially for insurance marketing.<br />
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The truth is there is a place for text messages within your agency, e.g. emergency notifications. Depending on your clientele and where you do business, you may have more of a need to send text messages. Use your discretion when determining whether or not to use text message marketing. Emergency alerts get a response, they are read, and the information is acted upon. I can say from experience most agencies don’t need to spend their limited budgets on text message marketing, but I won’t say there isn’t a place in all agencies because every agency is different.urn:uuid:60810 Things To Blog About On Your Insurance Website In September - Agency Marketing BlogNeed some ideas on what to write about in your agency’s newsletter or blog for next month? Take a look at these 10 ideas that we’re sure your customers will lov2014-08-20T10:01:57Z2024-03-19T05:52:04Z<img longdesc="labor day, 9/11" alt="american flag in front of white picket fence " style="width: 300px; height: 200px; float: right; margin: 5px;" src="/images/blog/Thinkstock/177363216.jpg" />For parents, school is back in session and your life has resumed back to a normal, post-summer schedule. But sometimes it still can be difficult to get back into the swing of things when you’re juggling many tasks. Luckily, we’re here to help you get started on content for your agency’s blog and newsletter.<br />
<ol>
<li> <strong>Labor Day (September 1):</strong> Many people have Labor Day off making it a popular day for backyard BBQs and get-togethers. Offer up a few ideas for celebrating this day including local events, grilling recipes, local sales and the like.</li>
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<li><strong>9/11 Remembrance Day (September 11):</strong> On this somber day, we remember
those who tragically lost their lives and those who bravely contributed
to rescue and cleanup efforts. It’s a good time to mention any local
tributes, museums or charities that commemorate this historical day.</li>
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<li><strong><strong>World Gratitude Day (September 21): </strong></strong>Your clients are the reason
your agency has remained successful for so many years. There’s no better
time than on World Gratitude Day to express your thanks and
appreciation to your loyal clientele.</li>
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<li><strong>Healthy School Lunches: </strong>With childhood obesity on the rise, it’s
time for parents to take nutrition into their own hands. Provide ideas
on packing healthy school lunches so your clients can learn more on how
to improve the health of their families </li>
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<li><strong>Recipes for Summer Produce: </strong>Seasonal fruits like peaches, plums and apricots won’t be here for much longer. Take advantage of them and share some of your favorite summer produce recipes with your clients. Peach cobbler, berry sangrias and colorful salads are all favorites.<strong><br />
<br />
</strong></li>
<li><strong>Trimming Trees: </strong>During winter, tree branches can become weighed down with snow and ice to the point where they snap and fall. This usually can result in serious property damage. Let your clients know that trimming back tree branches during the fall is the best way to prevent this situation from occurring come winter<strong>.<br />
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</strong></li>
<li><strong>Cleaning Gutters: </strong>Another winter woe is ice damming. When water backs up in clogged gutters, it can begin to seep into homes and silently cause extreme damage. Inform your clients that the best way to prevent this potential disaster is to clean out their gutters during the fall.<strong><br />
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</strong></li>
<li><strong>Fall Driving Hazards: </strong>Dead leaves can cause driving hazards by creating a slippery surface or by covering up potholes or objects on roadways. Warn your clients to drive cautiously among the fallen foliage.<strong><br />
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</strong></li>
<li><strong>Winterizing Cars: </strong>If you live in a colder climate, it’s essential to winterize cars in the fall. Offer tips to your clients such as adding antifreeze to the engine system, maintaining at least a half-tank of gas and purchasing snow tires.<strong><br />
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</strong></li>
<li><strong>Saving Energy: </strong>Many people waste energy when the weather changes by flipping back and forth between air conditioning and heat until the season settles. Offer some tips on how to save energy so your clients can enjoy lower utility bills.</li>
</ol>
These 10 content ideas should be enough to get your creative juices flowing so you can write great agency blogs and newsletters for September. We’d love to hear about any other ideas that you’ve come up with in the comments below!urn:uuid:607Top Four Ways to Determine If Your Insurance Website Needs a Facelift - Agency Marketing BlogMuch like a car, your agency’s website requires a tune up from time to time. Here are the top four tell-tale signs that it’s time for a website makeover. 2014-08-18T08:00:00Z2024-03-19T05:52:04Z<img src="/images/blog/85500884.jpg" style="width: 250px; height: 167px; float: right; margin: 5px;" alt="surgery" longdesc="facelift, insurance website " />There is often excitement in the beginning after a big purchase, like a car, which wears off over time. Though the enthusiasm diminishes over the time you own the car, you get routine maintenance and other updates to keep your car running until the time comes to replace it. Your insurance agency website works much in the same way. <br />
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You’re excited about your new website during the design and setup phase. But once your website is live and that initial eagerness starts to fade, you (or your website manager) must still make sure everything remains up-to-date until it is time for a facelift. The biggest problem is determining when that time has come, so here is a list of four reasons it may be time to give your website a facelift.<br />
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<strong>It Doesn’t Work Well on a Mobile Device.</strong><br />
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Having a website is important, and in today’s world, mobility is key. 61% of people used their phones in 2013 daily to do a search. Not having a mobile-friendly website can hurt your online visibility as people will not stick around. A mobile website is easier to use and find information, which keeps visitors on your site longer. <br />
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<strong>It Doesn’t Rank in Search Results.</strong><br />
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Traffic from Google is crucial to the success of your website as consumers go straight to the search engine giant to start their research. If you’re website doesn’t rank in the search engine results, you have a problem. It’s time for a new website that is built with the proper infrastructure to be found and indexed by the search engines.<br />
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<strong>Your Bounce Rate is High.</strong><br />
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The longer a visitor stays on your website, the better for your agency as he or she is more likely to request a quote or otherwise engage and remember you. To encourage your visitors to stay, update the look and feel of your website to give an overall wonderful experience. You should also keep your content simple and entertaining. <a href="http://www.getitc.com/blog/marketing/2014/08/13/a-pretty-insurance-website-cant-hide-these-4-ugly-truths">The inner mechanics of your website matter as much as the aesthetics. </a>If you’re website is welcoming, you’ll welcome more people!<br />
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<strong>The Design Looks Out of Date.</strong><br />
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You update your website with fresh content daily and have a whole team of SEO experts dedicated to your online visibility, but if your insurance website design looks like it’s older than five years, no one will stay to check out your agency. Instead, they’ll quickly leave your page without taking any of the actions you’d like your visitors to take. <a href="http://www.getitc.com/blog/marketing/2014/07/21/navigating-your-insurance-website-organization-better-usability#.U-vOGBA1GYg">A clean design with easy navigation and great calls to action</a> using current design trends and website technology will show your agency is relevant and up to date.<br />
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There you have my four ways to tell if your website needs a facelift. Have a question about insurance website design? Ask us in the comments. urn:uuid:606A Pretty Insurance Website Can’t Hide These 4 Ugly Truths - Agency Marketing BlogAn attractive website without functionality could be hurting the online success of your agency. Find out the four ugly truths a pretty website cannot hide. 2014-08-13T08:46:57Z2024-03-19T05:52:04Z<img src="/images/blog/153560796.jpg" style="width: 250px; height: 167px; float: right; margin: 5px;" alt="pigs playing" longdesc="ugly truth, blog, website, insurance" />A good looking website is important. It communicates to your online visitors that you are a trustworthy insurance agency who cares about helping them protect what is important to them because you care about your online presence. However, looks can only take you so far. <br />
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Focusing too much on how your insurance website looks and not on how it performs is like putting lipstick on a pig. (<a href="http://ctt.ec/NLI8P">Tweet this!</a>) It can cover up ugliness that if you don’t fix can hurt your online success.<br />
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Here are the four ugly truths a pretty website can’t hide.<br />
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<strong>1. No Search Engine Visibility</strong><br />
What’s more important than looks? Traffic. Your insurance agency website is not going to get traffic if it doesn’t have search engine visibility. <br />
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Go to Google and do a search. Besides your agency name, search your main lines of business plus your target area. For example, “Carrollton auto insurance” or “Fort Worth home insurance.” If you’re not getting traffic, it doesn’t matter how pretty your website is. <br />
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Tips:<br />
• Target one keyword or keyword phrase on each page and blog post on your website. Use the keyword or phrase in the header tag and content of the page. Make sure the word or phrase sounds natural in your content. Don’t stuff your content with your keyword. Search engines don’t like that.<br />
• Add meta data (title, keywords, description) to the pages of your website and include your keyword in the alt tags of any images when it is relevant.<br />
• Network with potential referral sources and ask them to link to you. <a href="http://www.getitc.com/blog/marketing/2012/10/29/earning-backlinks-vs-building-them" target="_blank">Earn your backlinks.</a><br />
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<strong>2. No Leads</strong><br />
Gone are the days when an ad in the yellow pages served as your main lead source. Consumers are going online to research products and services, including insurance. If your insurance agency website is not capable of capturing lead information, you’re missing out on potential sales opportunities.<br />
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Tips:<br />
• No traffic? Start blogging and talking about topics your clients will find valuable. When you blog, include keywords they might search. Work on your backlink strategy. Guest blog on your partners’ websites.<br />
• Traffic but no leads? Use clear calls to action like <em>Request a Quote</em> or <em>File a Claim</em>. CTAs that only say <em>Submit </em>or <em>Click Here</em> are not as strong and therefore don’t generate as many leads. <a href="http://www.getitc.com/blog/marketing/2014/07/02/not-getting-many-quote-requests-from-your-insurance-website" target="_blank">Read this post for more tips to improve your CTAs.</a><br />
• Leads but no clients? <a href="http://www.getitc.com/blog/marketing/2014/08/06/you-received-a-website-lead-now-what" target="_blank">Review your process for following up on website leads.</a> If you don’t have a process, create a repeatable one that will help improve your close ratio.<br />
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<strong>3. Not User-Friendly</strong><br />
The navigation of your insurance agency website can be easy to overlook, but it has a larger impact on its success (and failure) than you may realize. If it is not easy for your website visitors to find the information they’re looking for, they’ll quickly leave and won’t return.<br />
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Tips:<br />
• Don’t get creative. Your navigation menu should follow navigation standards because consumers will scan and find what they need quicker: About Us, Get a Quote, Customer Service, File a Claim, Blog, etc.<br />
• Don’t include every page of your website in your main navigation. You can group them into categories like lines of business and list the different lines you write in the secondary navigation.<br />
• Use Google Analytics to identify which pages get more traffic and convert more visitors. Make sure these pages are visible and easily accessible in your main navigation.<br />
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<br />
<strong>4. No Changes</strong><br />
<a href="http://www.getitc.com/blog/marketing/2014/06/02/when-is-your-insurance-website-finished" target="_blank">When is your insurance website finished?</a> Short answer: never. If you don’t continually work on your website, it will start to lose its effectiveness and go stale. You don’t need to do a complete redesign every year. But you do need to change the content periodically and test new ideas to see what works best for your website.<br />
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Tips:<br />
• Use A/B testing to try new things. You can test landing pages, CTA buttons, videos and images. <br />
• Ask your clients what they like about your website and what they’d like to see. A survey gives your clients a chance to tell you what is working and what needs improvement.<br />
• <a href="http://www.getitc.com/blog/marketing/2013/05/10/simple-content-changes-to-help-boost-seo-efforts" target="_blank"> </a><a href="http://www.getitc.com/blog/marketing/2013/05/10/simple-content-changes-to-help-boost-seo-efforts" target="_blank"></a><a href="http://www.getitc.com/blog/marketing/2013/05/10/simple-content-changes-to-help-boost-seo-efforts" target="_blank">Simple changes to the content of your website can help boost SEO. Don’t overthink it</a>. <br />
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The bottom line is your website needs to be both pretty and functional. It needs be more than an online brochure. <br />
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Got a question about your insurance agency website? Ask us in the comments.urn:uuid:605If At First You Don’t Succeed, Dust Yourself Off & Post Again - Agency Marketing BlogThinking of taking a break from posting to your agency’s social media pages? Here’s why we feel you may want to reconsider the idea. 2014-08-11T09:09:10Z2024-03-19T05:52:04Z<img src="/images/blog/180562694.jpg" style="width: 250px; height: 141px; float: right; margin: 5px;" alt="a cloud of words" longdesc="social media " />Imagine this: You start a Facebook Page with the hopes of many likes, comments and shares. You start to post to your Facebook Page and eagerly check the stats to see how your posts fared, but they’re not exactly what you expected. Your posts only get a few likes and no comments or shares. <br />
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If this happens once, you take it with a grain of salt, but when it happens multiple times, it is harder to bear. So what do you do? Give up? <br />
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Abandoning social media may not affect your personal social media but your agency’s social media accounts are a different story. Even if your Facebook Page isn’t getting as many likes or comments as you want or you’re not getting any replies or retweets on Twitter, just say no to letting your social media accounts fall by the wayside. <br />
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You’ve seen those Facebook Pages before. The ones with a footer that says “Joined Facebook April 29, 2010,” which you quickly notice was the first and the last post on its wall. To a consumer, this abandonment could imply your agency is no longer in business and forgot to delete your Page. <br />
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In today’s socially driven world, consumers expect you to have some type of social media presence. For a company, social media is a great relationship-building tool so being without it may cause your consumer’s to feel a bit cautious to give you their business. <br />
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Consumers understand that building a social media existence takes time, but can you really expect to build a social media presence when you’ve completely given up? Social media gives everyone the capability to post and reach masses, but the work starts with you. <br />
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So next time your post doesn’t put up the numbers you expected, and you’re ready to throw in the towel, rethink it. Share quick posts like quirky fun facts, fun employee pictures or even your office hours. Try different types of posts – like pictures, links, videos, text – on different days and different times until you find what works for your agency.<br />
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Have you considered abandoning your personal or business social media page? Share your story in the comments below.urn:uuid:604You Received A Website Lead! Now What? - Agency Marketing BlogHave you received a lead from your agency’s website but aren’t exactly sure what steps to take next? Here are some ideas to walk you through making that new le2014-08-06T08:50:47Z2024-03-19T05:52:04Z<img longdesc="ideas, think, prospects, website leads" alt="a hand highlighting a light bulb yellow" style="width: 250px; height: 167px; float: right; margin: 5px;" src="/images/blog/178139874.jpg" />It’s exciting when you receive a form submission from your insurance agency website. A new prospect! All of your marketing and hard work is starting to pay off, but what you do next is just as important as your marketing efforts.<br />
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Let’s call your new prospect Jane. Providing Jane with a pleasant experience will give her a good impression of your agency and increase your probability of closing the sale. She will remember your agency even if she does not buy a policy from you.<br />
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Here are six steps you should take every time you get a lead from your insurance website if you want to improve your close ratio.<br />
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<strong>Step 1: Email Immediately</strong><br />
This email can come from you directly or from your website’s auto responder or mailing list feature. It should tell Jane that an agent will be in touch soon to discuss her quote and insurance needs. This immediate communication shows Jane that you received her quote request and you’re already working hard for her. <br />
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Studies have shown businesses that contact prospects within an hour of receiving an online request are seven times more likely to qualify the lead. This shows why it is so important to email your prospects immediately after receiving their quote requests.<br />
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Also, add prospects’ email addresses to your mailing list as you get more leads so you can continue to stay in touch with them.<br />
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<strong>Step 2: Add to Your Management System</strong><br />
Make it easy on yourself to keep track of Jane and her information. Once you get the request, add the information to your <a href="http://www.getitc.com/products/management">agency management system</a>, which also makes maintaining client files more efficient for your agency as you can pull up a file quickly when needed.<br />
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<strong>Step 3: Process the Quote</strong><br />
If you have enough information, go ahead and process the quote. If you don’t, move on to the next step. This step can go quicker with a <a href="http://www.getitc.com/products/rating">comparative rating system</a>, which allows you to get quotes from multiple carriers at once.<br />
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<strong>Step 4: Contact the Prospect</strong><br />
If you do not have enough information to process the quote or you have the quote ready thanks to your comparative rater, call Jane directly and go over her policy and coverage options. <br />
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A phone call is a great personal touch that enables a stronger connection between you and your prospects. It is a great opportunity to show them how your agency is different from your competition.<br />
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<strong>Step 5: Follow Up</strong><br />
Whether or not Jane buys a policy from you, follow up. This is another opportunity to stay in front of your prospects. It also shows them that you care and helps them to remember you in the future. <br />
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If you have the technology to automate your follow ups, even better. You don’t have to remember to follow up with every lead that comes into your agency. An automated agency marketing system, once set up, can do it for you every time.<br />
<strong><br />
Step 6: Stay in Touch</strong><br />
Continue to send communications to Jane at key times throughout the year. For example, renewal time is a great time to send an email asking if she’d like you to shop her insurance policy. <br />
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You can also use newsletters to show your agency’s personality and provide prospects with useful information about insurance and community events and news. Through these communications, you will keep your agency in front of your prospects, and they will know they can come to you for their future insurance needs.<br />
If you plan to use your insurance agency website to help with lead generation, you need to have a plan in place of what happens after you get a new lead.<br />
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What do your next steps look like? Tell us in the comments.urn:uuid:603AgencyBuzz Academy Schedule for 8/6/14 - 9/3/14 - Agency Marketing BlogRegistration and Scheduling Information for AgencyBuzz Academy2014-08-06T08:05:23Z2024-03-19T05:52:04Z<span style="font-family: segoe ui; font-size: 24px;">Have you been to AgencyBuzz
Academy? <br />
</span><span style="font-size: 16px;"><span style="font-family: segoe ui;">AgencyBuzz Academy is our free weekly webinar
series. We hold class every Wednesday at Noon CDT. <br />
<br />
Want to join us? Click here to register -->
<span style="font-family: segoe ui;"><a href="http://agncy.bz/IcZ5x6">http://agncy.bz/IcZ5x6</a>. <br />
We start at Noon
CDT (10 AM Pacific, 11 AM Mountain, 1 PM Eastern)<br />
</span><br />
By registering
today, you'll be registering for <a href="http://www.getitc.com/products/leadmanagement/" target="_blank">AgencyBuzz</a> Academy from August 6th (today)
through September 3rd. Below is a schedule for the month:<br />
<br />
<strong>August 6th</strong>
(today) - Creating a Back-to-School Newsletter led by Sophie<br />
<strong>August 13</strong> -
Using the Quotes and Policies Area led by Jennifer<br />
<strong>August 20</strong> - 3rd Party
Integration Setup led by Jennifer<br />
<strong>August 27</strong>- When To Use Prospect vs. Suspect
vs. Lost, and How to Market to Each Status led by Jennifer<br />
<strong>September 3</strong> -
Creating Long-Term Customer Campaigns led by Jennifer<br />
<br />
</span><span style="font-family: segoe ui;">If you can't join, but know someone in your office
who can, please share this blog with them or you can register for them by clicking the link above. Any and all members of your team are welcome to attend. <br />
</span></span>urn:uuid:602Enhancements in New Release and ACORD Forms Update - Agency Management BlogEnhancements and updated ACORD forms for users of agency management system InsurancePro.2014-08-04T14:27:35Z2024-03-19T05:52:04Z<strong>Enhancements</strong><br />
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These are the enhancements that are included in the next release of agency management system InsurancePro (Release 6.0.38.15).<br />
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• Controlled the text from going outside the text box when printing.<br />
• Certified Traders for Brovada download.<br />
• Removed the fax menu option from the fax cover sheet form.<br />
• Changed the value <em>none </em>in medical payments coverage to <em>0.00</em>.<br />
• Added ability for InsurancePro to add a company name to AgencyBuzz if it is not already in the AgencyBuzz company list.<br />
• Changed the <em>Other Policies</em> link to say <em>Additional Policies </em>on the policy summary screen.<br />
• Added <em>Money Order + Cash </em>and <em>Money Order + Card </em>for payments to the payment method dropdown list.<br />
<br />
<br />
<strong>ACORD Forms</strong><br />
<br />
We have updated the below ACORD forms.<br />
<br />
<em>New Forms<br />
</em>
502 2015/01 – Bid Bond Request Form (for use on or after 1/1/2015)<br />
137 VI 2014/08 – Virgin Islands Commercial Auto<br />
<br />
<em><br />
Corrections or Modifications to Existing Forms</em><br />
137 CO 2014/12 – Colorado Commercial Auto (for use on or after 12/1/2014)<br />
137 MO 2014/12 – Missouri Commercial Auto (for use on or after 12/1/2014)<br />
137 NC 2014/12 – North Carolina Commercial Auto (for use on or after 12/1/2014)<br />
137 ND 2014/12 – North Dakota Commercial Auto (for use on or after 12/1/2014)<br />
137 VA 2014/12 – Virginia Commercial Auto (for use on or after 12/1/2014)<br />
138 CT 2014/12 – Connecticut Garage and Dealers (for use on or after 12/1/2014)<br />
138 NY 2014/12 – New York Garage and Dealers (for use on or after 12/1/2014)<br />
138 OK 2014/12 – Oklahoma Garage and Dealers (for use on or after 12/1/2014)urn:uuid:601How Google’s Pigeon May Impact Your Insurance Agency Website - Agency Marketing BlogDid Google’s new local search algorithm affect your agency’s website? Learn more on how to help reverse those changes .2014-08-04T08:37:10Z2024-03-19T05:52:04ZRecently, Google published a major update to its local search algorithm. The update nicknamed <strong>Pigeon</strong>, has significantly affected industries like mortgage, real estate and restaurants. Based on research we on ITC’s SEO team did, the insurance industry wasn’t hit too hard with this change though Pigeon may have affected listings for some insurance agency websites. <br />
<br />
Pigeon was released in an attempt to show more relevant local listings for the search terms consumers use. If your local listing disappeared recently, here’s a basic overview on why and what you can do to help bring it back.<br />
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<strong>Local Packs</strong><br />
Before I get into Pigeon, let me explain local packs and their importance. When you search in Google for something like a restaurant or retail store, you get a list of local results lettered A through G. This list of seven is called a 7 Pack. For instance, if you do a search for Las Vegas Auto Insurance, a 7 Pack of local listings will appear near the top of the results.<br />
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<img alt="" src="/images/blog/img1.jpg" style="vertical-align: middle; margin: 5px;" /><br />
<br />
Depending on the search terms, a 3 Pack listing may show up. <br />
*These results were found using Houston Auto Insurance.*<br />
<img alt="" src="/images/blog/Phillip_IMG_2.jpg" style="vertical-align: middle; margin: 5px;" /><br />
<br />
In the other industries, like mortgage and real estate, the local packs that are usually shown have decreased dramatically as a result of Pigeon. According to MOZ Cast, the number of searches that display a local pack has decreased from 12.1% to 3.3% overall. <br />
<img alt="" src="/images/blog/Phillip_IMG_3.jpg" style="width: 600px; height: 184px; vertical-align: middle; margin: 5px;" /><br />
<br />
The insurance agencies I and others on the SEO team checked were still showing up in a local pack. Plus, everything we’ve seen so far about this update doesn’t mention the insurance industry, which is why we don’t think it has had as big as impact on insurance as it has on other industries. Keep in mind that this information is based off current research and may change as Google continues to update its algorithms.<br />
<br />
<strong>What does all of this mean? </strong><br />
These changes have led the SEO industry to believe that local search will rely more heavily on traditional ranking signals like high quality content, backlinks and site optimization. <br />
<br />
If you have seen a decrease in traffic or notice your local listing has dropped, there are a few things you can do to help point it back in the right direction.<br />
<br />
<strong>Google+</strong><br />
In order to be added to Google’s local index, you need to create a Google+ page using Google My Business, which is a central platform to manage your agency across all of Google, including Maps, Google+, Search and AdWords. When you create your listing, make sure to choose the appropriate categories for insurance. Some of the available categories are insurance agency, auto insurance agency, home insurance agency and health insurance agency. Post high quality photos of your agency and logo, and don’t forget to verify your listing and get reviews on your Google+ page.<br />
<br />
<strong>Name, Address, Phone (NAP)</strong><br />
Having a consistent NAP on all local listings is important. The NAP in your listings needs to match the NAP in the footer of your website, which should be text, not an image. If they don’t match, Google may not give you credit for the listings since they’re not the same. This is especially important for your Google+ page.<br />
<br />
<strong>Directories</strong><br />
If you don’t already have local listings, you will need to create them in various directories. Local directories, like the Chamber of Commerce or your local insurance organization, will help your ranking in the local search results the most. Other directories, like Citysearch or Yellowpages, benefit both your local and organic search results. NAP and categories are important so create listings in directories, including any local directories, by using the tips above. <br />
<br />
<strong>Title and Description</strong><br />
If possible, work your location into the pagetitle and description of your insurance agency website. For example, if you are located in Dallas, your page title could be ‘Auto, Home, Business Insurance – Dallas, TX.’ Your description could then be ‘An independent agent who specializes in auto, home and business insurance needs in Dallas, TX and surrounding areas.’ However, it is important to make sure the page title and description don’t look forced.<br />
<br />
If you’re worried about Pigeon affecting your local listings, make sure your agency has a Google+ page with the right categories and high quality pictures. Also, check that your NAP is consistent across your website and listings, and add your location to the page title and description of your website. <br />
<br />
Has Pigeon affected how you rank in local search results? Tell us in the comments.urn:uuid:600August 2014 Schedule for InsurancePro Academy - Agency Management BlogSee what's coming up in our training webinars for our agency management system.2014-07-31T11:21:24Z2024-03-19T05:52:04Z<p>Join us each Thursday for InsurancePro Academy, our free, 30-minute weekly webinar series on the different features and capabilities of our agency management system InsurancePro.</p>
<p>There are two tracks: one for admins like agency principals and managers and one for users like producers and customer service representatives.</p>
<p>Here are the upcoming topics for each track.</p>
<p><strong>InsurancePro Admin Academy – for agency principals and managers, every Thursday at 11:00 a.m. CDT</strong><br />
<br />
August 7 – Email Setup: How to Send/Receive Emails Through InsurancePro (<a href="https://attendee.gotowebinar.com/recording/6804608444258608129">recording</a>)<br />
August 14 – Customized Fields: How to Create Custom Fields and Track Additional Information Needed (<a href="https://attendee.gotowebinar.com/recording/4272903756621939970">recording</a>)<br />
August 21 – Follow Up Reports: How to Run a Report to Identify Prospects, Existing Clients and Renewals for Follow Up (<a href="https://attendee.gotowebinar.com/recording/2636064095041459458">recording</a>)</p>
<p><a href="https://attendee.gotowebinar.com/register/8842004588471781121">Click here to register for InsurancePro Admin Academy.</a></p>
<p><strong>InsurancePro User Academy – for producers and customer service representatives, every Thursday at 3:00 p.m. CDT</strong><br />
<br />
August 7 – Cross Sell Report: How to Run a Report of Existing Clients and Cross Sell Them on Other Lines of Business (<a href="https://attendee.gotowebinar.com/recording/2602819261158021634">recording</a>)<br />
August 21 – Receive Payments: How to Take a Payment (<a href="https://attendee.gotowebinar.com/recording/5055401993012904193">recording</a>)</p>
<p><a href="https://attendee.gotowebinar.com/register/6999628820109889025">Click here to register for InsurancePro User Academy.</a></p>
<p>Check back to this blog post for recordings from the month of August. Recordings for past InsurancePro Academy: <a href="http://www.getitc.com/blog/management/2014/06/30/july-2014-schedule-for-insurancepro-academy">July 2014</a></p>urn:uuid:599August 2014 Schedule for TurboRater Academy - Agency Rating BlogSee what's coming up in our training webinars for our comparative rating system.2014-07-31T10:59:24Z2024-03-19T05:52:04Z<p>Join us each Tuesday for TurboRater Academy, our free, 30-minute weekly webinar series on the different features and capabilities of our personal lines comparative rater TurboRater.</p>
There are two tracks: one for admins like agency principals and managers and one for users like producers and customer service representatives.<br />
<p>Here are the upcoming topics for each track.</p>
<strong>TurboRater Admin Academy – for agency principals and managers, every Tuesday at 11:00 a.m. CDT</strong><br />
<p>August 5 – IP Address Restrictions: Restricting After Hour Access to TurboRater<br />
August 12 – Quality of Data: Monitoring the Quality of Data on Quotes Entered by Your Producers (<a href="https://attendee.gotowebinar.com/recording/8655908948613714945">recording</a>)<br />
August 19 – Who Are Your Star Producers: Use TurboRater to Discover Who They Are (<a href="https://attendee.gotowebinar.com/recording/2272181821296680193">recording</a>)<br />
August 26 – Quotes Not Bound: Tracking Why You Lost the Sale (<a href="https://attendee.gotowebinar.com/recording/4775221141598781442">recording</a>)<br />
<br />
<a href="https://attendee.gotowebinar.com/register/2746250551430432001">Click here to register for TurboRater Admin Academy.</a></p>
<p><strong><br />
TurboRater User Academy – for producers and customer service representatives, every Tuesday at 3:00 p.m. CDT</strong></p>
August 5 – Quote Templates: How to Set Up Multiple Quote Templates and Default Templates Per User (<a href="https://attendee.gotowebinar.com/recording/3088686852358267905">recording</a>)<br />
August 12 – Entering an Email Address: Why Getting Email Addresses is Important<br />
August 19 – Additional Info Tab: Entering Application Information into TurboRater (<a href="https://attendee.gotowebinar.com/recording/4597755566674261761">recording</a>)<br />
August 26 – Quoting Non-Licensed Drivers: How to Rate an Insured Without a Driver’s License (<a href="https://attendee.gotowebinar.com/recording/8232510110814842370">recording</a>)<br />
<p><a href="https://attendee.gotowebinar.com/register/6269619069964235009">Click here to register for TurboRater User Academy.</a></p>
Check back to this blog post for recordings from the month of August. Recordings for past TurboRater Academy: <a href="http://www.getitc.com/blog/rating/2014/06/04/introducing-turborater-academy#.U9psxxsg-Uk">June 2014</a>| <a href="http://www.getitc.com/blog/rating/2014/06/26/july-2014-schedule-for-turborater-academy#.U9ps1Rsg-Uk">July 2014</a>urn:uuid:5984 Tips to Help You Write for Your Insurance Website - Agency Marketing BlogWriting for your agency's website shouldn't be a daunting task. Take a look at these four tips to help make writing copy easier. 2014-07-30T10:07:03Z2024-03-19T05:52:04Z<p><img style="margin: 5px; width: 250px; height: 167px; float: right;" alt="6 thumbs ups" src="/images/blog/154078452.jpg" longdesc="thumbs up, approval, "></img>Writing doesn’t come easy to everyone. You may place it at the bottom of your to do list and avoid it as much as possible. Writing effectively for your agency is important to your agency marketing. Though writing may require a bit more effort, these four tips can take the sting out of this less than desirable task and help you write copy for your insurance agency website, blog, newsletter or agency marketing. </p>
<p ></br>I’ve complied four key points to help assist you in taking the sting out of writing copy for your agency.</p>
<p ></br>1. <strong>Speak Your Reader’s Language</strong>: While you may be fluent in insurance jargon, there’s a strong possibility your clients aren’t. Keep your writing as simple as possible when explaining insurance and its benefits on your insurance agency website. The less time a prospective client has to spend searching the insurance glossary to translate what you’re saying, the better. </p>
<p>2. <strong>Include a Call to Action</strong>: A call to action is something a great writer should always keep in mind. Calls to action are words or phrases that ask the reader to take a certain action. Learn more about calls to action, how they work and how to incorporate them in your copy in this <a href="http://www.getitc.com/blog/marketing/2013/04/23/how-to-create-an-effective-call-to-action-on-your-website#.U9Au8Bsg-Uk">blog post</a>. (P.S. If you clicked the link, you just experienced a call to action.)</p>
<p>3. <strong>Write a First Draft</strong>: It may take more time, but writing a first draft can help you work out any rough parts, reduce grammatical errors and purge the fluff from your copy. A first draft will also help you speak the reader’s language effectively. </p>
<p>4. <strong>Write Scanable Copy</strong>: Let’s face it. People are lazy readers. Make it easy for your visitors to scan your website. Use bold headlines and short paragraphs whenever possible, which makes your website copy easier to scan.</p>
<p ></br>Do you have tips that are tried and true for you when it comes to writing copy for your insurance agency website, blog or newsletter? Share them in the comments below. </p>urn:uuid:597The Hard Truth About Social Media - Agency Marketing BlogThe truth about social media and finding the right balance for your agency. 2014-07-28T08:30:00Z2024-03-19T05:52:04Z<p><img style="margin: 5px; width: 250px; height: 163px; float: right;" alt="blue bullseye with blue arrows" src="/images/blog/Thinkstock/184644049.jpg" longdesc="facebook, twitter, linkedin, social media, target audience" />Social media is not about lead generation or selling policies. As much as we’d like to use these free tools for selling, that is not what they’re meant for. More importantly, that’s not how consumers use them. </p>
<p>
<strong>So why is social media important?</strong></p>
<p>The number one mistake you can make in marketing is to assume people are rational. (<a href="http://ctt.ec/SXY6N">Tweet This!</a>) We like to think we make our decisions based on logic and facts. The truth is we use those to justify the choices we make based on our emotions and from our guts. </p>
<p>If consumers make decisions not on logic but from their guts, how do you appeal to their emotions? You get to know them.</p>
<p>Think about it. Who are your best clients?</p>
<p>I’d bet your best clients are the ones who know you the best. If you get to know your prospects and they like you, you have a much better chance of selling those policies because they are using their emotions to choose your agency instead of your competition.</p>
<p>In today’s always-connected world, the best way to help your clients and prospects get to know you is through social media.</p>
<p>Think beyond sharing helpful information about insurance. We’ve seen through our agents’ social media profiles how difficult it can be to get engagement and build relationships for an agency. Links to blog posts or articles with backyard barbeque safety or road trip tips don’t get as many likes or comments as a post about a community event, picture of the agency staff or games and contests.</p>
<p>This is true even for <a href="https://www.facebook.com/InsuranceTechnologiesCorp">ITC’s social media</a>. Blog posts about insurance agency websites or agency marketing lack the reach and engagement of a #ThrowbackThursday picture of a team building event from 16 years ago or our #FridayFun games.</p>
<p>However, that doesn’t mean we stop sharing our blog posts, and neither should you. Social media is still a great place to show your insurance expertise by sharing those blog posts or industry articles. But mix it up with some fun or personal posts so your clients can start to get to know you. Find a balance that works well for your agency.</p>
<p>What kind of posts work well for your agency? Leave a comment below.</p>urn:uuid:596Masters of Marketing: Benefits of a Mobile Website - Agency Marketing BlogThe slides and recording of the July 24, 2014 Masters of Marketing webinar on the benefits a mobile-friendly insurance agency website.2014-07-24T12:55:29Z2024-03-19T05:52:04Z<span itemprop="articleBody">Mobile devices account for 30% of all website traffic. In
today's Masters of Marketing webinar, I
explained the benefits and tips for mobile website design. If you missed
it, you can <a href="https://attendee.gotowebinar.com/recording/205451804224803073">watch the recording here</a> or review the slides below.<br />
<br />
<iframe width="476" height="400" frameborder="0" scrolling="no" marginheight="0" marginwidth="0" src="//www.slideshare.net/slideshow/embed_code/37329725"></iframe><br />
<br />
<span itemprop="articleBody">AgencyBuzz Product Manager Jennifer Fitzsimmons will host the next Masters of Marketing
webinar on Thursday, August 28th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT,
10 a.m. PDT). She will discuss the importance of data upkeep. If you
are not currently registered for Masters of Marketing, <a class="marketing" target="_blank" href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg.</span> </span>urn:uuid:59510 Things to Blog about on Your Insurance Website in August - Agency Marketing BlogNeed content ideas for your agency blog or email newsletter? Here are 10 ideas for August to get you ahead of the curve.2014-07-23T10:17:32Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 166px; float: right; margin: 5px;" src="/images/blog/Thinkstock/462332723.jpg" />The tail end of summer is often exhausting with long, hot days and post-vacation blues. Luckily, you don’t have to think hard about your agency’s content topics for the month because we’ve done that for you. Here are 10 great ideas to write about for the blog on your insurance agency website and email newsletter in August.<br />
<br />
<ol>
<li><strong>National Dog Day (August 26):</strong> This day is meant to celebrate Fido, and there are many ways to do that in your newsletter or blog. List information for local pet adoption drives, offer doggie health tips and/or warn against leaving dogs unattended in the hot summer sun. More than half of American households own dogs, so don’t miss this opportunity to salute man’s best friend.<br />
<br />
</li>
<li><strong>Back to School:</strong> August means new clothes and school supply lists for kids. Have you been through this hectic occasion and come out of with some pointers for easing the process? That’s great information to share with your clients.<br />
<br />
</li>
<li><strong>Road Trip Safety:</strong> Some people don’t have the chance to get away for a luxurious vacation but may try to squeeze in a quick road trip before summer ends. Share some road safety and packing tips along with information about auto insurance.<br />
<br />
</li>
<li><strong>Coverage Review:</strong> Every agent encourages clients to review their coverage each year, but life gets in the way and many people forget over the months. Remind your clients that you’re available to help them review their policies as the renewal date approaches.<br />
<br />
</li>
<li><strong>Dorm Room Tips:</strong> It’s tough to squeeze a college student’s belongings into a tiny dorm room along with another person’s stuff. Share some organizational and storage tips to make living in a small space a bit easier when the fall semester starts. <br />
<br />
</li>
<li><strong>Renters Insurance:</strong> Speaking of fall semester, college students need renters insurance if they move into an apartment. Inform your clients about what renters insurance covers and why it’s so important to buy it for their children.<br />
<br />
</li>
<li><strong>Summer Health: </strong>With the summer heat still going strong in many places, one can never be reminded enough of the importance of staying healthy. Share some summer health tips with your clients, such as wearing sunscreen, drinking plenty of water and enjoying nutritious seasonal favorites like watermelon and peaches while they last.<br />
<br />
</li>
<li><strong>Outdoor Activities:</strong> Many people enjoy outdoor activities like a morning or evening run while the weather is warm. Share some of your favorite ideas on how to stay active, such as walking your dog (see number one), biking through the park or hand washing your car. <br />
<br />
</li>
<li><strong>Fall Pool Care:</strong> Although there’s still another month or two of swimming weather in many places, some people may be thinking ahead to the fall. Offer information about pool covers, safety fences/gates and other ways to take care of pools during the off-season.<br />
<br />
</li>
<li><strong>Fall Gardening:</strong> Fall gardeners may already be buying their seeds and planning their homegrown salads. Do you have a green thumb? Share that knowledge with your clients so they can successfully grow their own fresh produce.</li>
</ol>
<p>
Try these 10 content ideas to get you started on some great blog posts and newsletters for August.<br />
<br />
Got another idea for a blog post in August? Tell us in the comments below!</p>urn:uuid:594Navigating Your Insurance Website: Organization = Better Usability - Agency Marketing BlogCustomizing website navigation menus to increase visitor ease of use and improve overall success of website.2014-07-21T08:00:00Z2024-03-19T05:52:04Z<p><img src="/images/blog/Thinkstock/470720971.jpg" alt="Navigating Your Website" style="width: 300px; float: right; margin-bottom: 15px; margin-left: 15px; border-width: 0px; border-style: solid;" />Website navigation menus are one of those website elements people only notice when done poorly. </p>
<p>Don’t drive visitors to your insurance agency website only for them to stumble around and leave out of frustration. </p>
<p>Website navigation menus have a larger impact on the success or failure of your website than you might think. They affect traffic, conversions and how user friendly your website is.</p>
<p>Navigation mistakes are common, but solutions are simple. It’s easier to update a navigation menu than it is to reorganize website content so keep the structure of your website in mind from the beginning of the design process.</p>
<p>Here are a few tips, examples and options to increase your website usability and ensure your navigation menu is not cluttered.</p>
<p><strong>Be Organized</strong></p>
<p>Organize your navigation menu by task or action, product, or target audience. However, don’t include every possible page, product and purpose in your primary website navigation. It will be cluttered and confusing if you do.</p>
<p>Concentrating on the more conventional tracks, examples of tasks to include in your primary menu are <em>Get a Quote</em>, <em>File a Claim</em>, <em>Make a Payment</em>, <em>Read Our Blog</em> and <em>Contact Us</em>.</p>
<p>Product categories could include lines of business you offer, such as <em>Automobile</em>, <em>Business</em>, <em>Health</em>, <em>Homeowners</em> and <em>Life</em>. </p>
<p>For target audience, you could use <em>New Visitors</em>, <em>Existing Customers</em>, <em>Agents</em> and <em>Carriers</em>. </p>
<p>When considering what to include in your navigation menu, think about your audience and the best way to guide them around your insurance website.</p>
<img src="/images/blog/Screenshots/nav01.JPG" alt="Navigation Menu Example 1" style="width: 100%; height: auto; border-width: 0px; border-style: solid;" /><br />
<img src="/images/blog/Screenshots/nav02.JPG" alt="Navigation Menu Example 2" style="width: 100%; height: auto; border-width: 0px; border-style: solid;" />
<p>Make sure your navigation items are grouped together and remain in a consistent area throughout your website. This allows your visitors to scan and identify items they need. You can also make sure visitors know where they are on your website by using a secondary navigation called a breadcrumb. This allows visitors to quickly access general pages but ultimately relies on an organized website layout.</p>
<img src="/images/blog/Screenshots/breadcrumb01.JPG" alt="Breadcrumb Menu Example 1" style="width: 100%; height: auto; border-width: 0px; border-style: solid;" /><br />
<img src="/images/blog/Screenshots/breadcrumb02.JPG" alt="Breadcrumb Menu Example 2" style="width: 100%; height: auto; border-width: 0px; border-style: solid;" />
<p><strong>Be Precise</strong></p>
<p>Generic words like <em>Products</em> and <em>Service</em>s can confuse your visitors about your actual products and services. Sometimes, it’s that split second of confusion that can cause a visitor to leave your insurance agency website for your competitor’s. </p>
<p>Excessive dropdown menus are also a deterrent. Studies have shown that once visitors move their mouse to a menu item, they’ve already decided to click it. A dropdown menu with too many options can cause another moment of friction. Eliminate those when possible.</p>
<p>Too many menu options is another recipe for disaster when it comes to navigation menus. The more options there are, the less important and prominent each one becomes. Challenge yourself to keep navigation items to a minimum. </p>
<p><strong>Be Analytical</strong></p>
<p>The best way to know what you should make prominent in your navigation menu is to see which pages visitors land on the most. <a href="http://www.getitc.com/blog/marketing/2013/09/13/google-analytics-metrics-you-should-be-monitoring" target="_blank" title="Using Google Analytics">Use Google Analytics</a> to identify the pages with the most conversions and the highest flow of visitors. Showcase these pages so they are easily accessed from your navigation menu. </p>
<p>If results show nobody is visiting certain pages, it may be because the pages are hard to find. In this case, you should address your website layout and think about adding these pages to the navigation menu for more exposure. Continue to test your navigation results, and use it as a way to influence customer behavior on your website.</p>
<p>The key to a great navigation menu is making sure your choices are grounded in data and visitor activity. With a good navigation menu that is easy to use and based on visitor activity, your insurance agency website is one step closer to success. </p>urn:uuid:593How to Stop Spending Money on Simple Changes to Your Insurance Website - Agency Marketing BlogLet’s take a look at the benefits of the Insurance Website Builder system and why it’s better than buying a traditional built-from-scratch website.2014-07-17T07:41:29Z2024-03-19T05:52:04ZContent management systems have become a popular option for business owners considering a new website and for good reason. A content management system gives you full control over your content, which means you don’t have to spend money to have a designer make every change you may want to your insurance agency website. <br />
<br />
Since Insurance Website Builder is a content management system designed specifically for insurance agents, it comes with many other features that are helpful to your insurance agency. <br />
<br />
Let’s take a look at the benefits of the Insurance Website Builder system and why it’s better than buying a traditional built-from-scratch website.<br />
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<br />
<h2 class="subtitle"><strong>
1. You can update your site with fresh content.</strong></h2>
<br />
The schedule of independent website designers can be unpredictable as they juggle many projects of different sizes. It can take days or even weeks for a designer to make content updates on your website. A major benefit of Insurance Website Builder is that you can log in to your website and publish fresh content within minutes. <br />
<br />
No one knows your insurance agency better than you do. A typical website designer may know little about your agency and the insurance industry as a whole, so using your own words to write and update your website content works best. <br />
<br />
The ability to have complete control over your own website content is invaluable. The bottom line is you shouldn’t have to wait days or even weeks for updates to your website content when you can do it yourself and do it the right away. <br />
<br />
If writing is not your specialty, ITC offers content authoring services at an extra cost. Our team of content creation specialists has both writing skills and knowledge of the insurance industry.<br />
<br />
<br />
<h2 class="subtitle"><strong>
2. You can format content without having to know HTML.</strong></h2>
<br />
Formatting content inside the Insurance Website Builder administration console is easy. The interface looks similar to Microsoft Word and is intuitive. If you have ever created a document in Microsoft Word, then editing content in Insurance Website Builder is a breeze. Alignment, images, spacing, font selection and colors are all automatically coded for you as you work so you don’t have to know HTML.<br />
<br />
<img alt="" src="/images/blog/screenshot.jpg" style="width: 500px; height: 140px;" /><br />
<br />
<br />
<h2 class="subtitle"><strong>
3. Basic website components are easy to activate and update.</strong></h2>
<br />
When you first receive your website from your website coordinator, some basic links will appear activated. You have complete control over which items should be added to the navigation menu, and you can also easily remove them at any time. For example, you might like to add a link to the navigation menu that goes to an automobile insurance quote form. In the administration console, you navigate to the Forms Configuration Editor and check the box next to Auto Quote Form. When you refresh your website, you will see the new automobile insurance link added to the navigation menu. Once you write your first blog post, the blog link will automatically be added to the navigation menu.<br />
<br />
<img alt="" src="/images/blog/screen2.jpg" style="width: 500px; height: 290px;" /><br />
<br />
<br />
<h2 class="subtitle"><strong>
4. Special website features are automatically generated.</strong></h2>
<br />
Calculators, free reports and employee directories are a few of the other insurance-specific features in your control with Insurance Website Builder. <br />
<br />
For example, when you navigate to the calculators section in the administration console, check the box next to each calculator you would like to make available. Once checked, a link is automatically generated and formatted on the calculator page of your website. Easily remove a calculator by unchecking the respective box. A simple and similar process can be done to add free reports to your website. All you need to do is select a report to add from the list and press the Add button.<br />
<br />
<img alt="" src="/images/blog/screen3.jpg" style="width: 575px; height: 284px;" /><br />
<br />
When adding employees to the employee directory, enter the employee information into the Employee Directory Editor section of the administration console, and click the Add button. This section of the website is also automatically formatted.<br />
<br />
These type of special features can take an independent website designer several hours to hard code and format. Controlling the content and features on your own website saves you a ton of time, which as a result will save you money.urn:uuid:592ACORD Forms Update (July 2014) - Agency Management BlogWe have updated these ACORD forms for users of agency management system InsurancePro.2014-07-16T15:16:08Z2024-03-19T05:52:04Z<p><span itemprop="articleBody">We have updated the below ACORD forms for InsurancePro users.</span></p>
<p><span itemprop="articleBody"></span><br>
</br><strong>Forms with New Revision Dates</strong></p>
<p>50 TX 2014/06 replaces 2014/01 - Texas Liability Insurance Card</p>
<p ></br><strong>Corrections or Modifications to Existing Forms</strong></p>
<p>50 CT 2009/01 - Connecticut Insurance Identification Card</p>
<p>50 LA 2008/03 - Louisiana Auto Insurance Identification Card</p>
<p>50 SD 2007/02 - South Dakota Insurance Identification Card</p>
<p>50 IL 2007/03 - Illinois Insurance Identification Card</p>
<p>50 IN 2007/11 - Indiana Insurance Identification Card</p>
<p>50 MI 2010/08 - State Of Michigan Certificate of No-Fault Insurance</p>
<p>50 OK 2009/08 - Oklahoma Owners Security Verification Form</p>
<p>50 TN 2007/02 - Tennessee Insurance Identification Card</p>
<p>50 VT 2007/02 - Vermont Automobile Insurance Identification Card</p>
<p>50 WV 2014/01 - West Virginia Certificate of Insurance</p>
<p>51 GA 2005/01 - Georgia Fleet Policy Information Card</p>
<p>51 OK 2009/08 - Oklahoma Operators Security Verification Form</p>
<p>52 CA 2007/07 - California Fleet Auto Insurance Identification Card</p>
<p>54 1/97 - Financial Responsibility Form</p>
<p>57 1/97 - Financial Responsibility Form Cancellation</p>
<p>64 KY 2011/11 - Kentucky FAIR Plan Homeowners Application</p>
<p>50 FL 2009/07 - Florida Personal Auto Insurance Identification Card</p>
<p>50 KY 2006/01 - Commonwealth of Kentucky Proof of Insurance</p>
<p>51 FL 2009/07 - Florida Commercial Auto Insurance Identification Card</p>urn:uuid:5913 Worthless Agency Marketing Metrics - Agency Marketing BlogWhat agency marketing metrics you should focus on to identify whether your marketing is meeting your goals.2014-07-09T09:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/166106041.jpg" style="width: 300px; height: 230px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Brands like to boast about their success in online marketing. Oftentimes, the numbers they are talking about - like web traffic - really don't mean much. They're easy to understand, easy to track, and, sometimes, these metrics can be signs of a greater trend. <br />
<br />
We tend to like these metrics because they often indicate improvement in our marketing. The problem is that they are not connected to our goals. (Unless you have a goal of increasing web traffic, but, even then, I'm willing to bet you want an increase in quality traffic.)<br />
<br />
Here are the top three marketing metrics you shouldn't spend time on and better alternative metrics that will actually help you determine if you're spending your marketing money wisely.<br />
<br />
<strong>1. Pageviews</strong><br />
<br />
Pageviews measure the number of loads on a Web page. One of the most popular metrics agents use to measure the effectiveness of their insurance agency websites is pageviews. A change in pageviews can tell you whether your SEO efforts are working, and that's great. But it doesn't measure how engaged your visitors are. You need to go deeper. Who is visiting your website? Why? Did your visitors submit a quote request? Your pageviews won't tell you the answers to these questions, just how many pages your visitors loaded.<br />
<br />
<em>What to measure instead: </em>unique visitors, time spent on a page, bounce rate, conversion rate (how many quote requests did you get last month?).<br />
<br />
<strong>2. Open Rate</strong><br />
<br />
I get it. The open rate is important because it measures the first action your prospect takes with your email. But it actually measures the effectiveness of your subject line, not your email. We tend to give this metric more weight than it deserves. Yes, you want to get as many opens as you can, but it's a misleading metric. Some emails are counted as opened even if they're only skimmed, and sometimes if images are blocked, the email is not counted as opened even though it was. Plus, there are more important metrics to focus on if you really want to improve your email marketing.<br />
<br />
<em>What to measure instead:</em> click-through rate (tells you how many people are engaging with your emails), conversion rate (how many leads did you get from your email?)<br />
<br />
<strong>3. Social Media Followers</strong><br />
<br />
Social media can be one of the hardest marketing channels to measure, so we tend to stick with what is easiest: how many followers we have on social media. Again, like the other metrics, you want to keep your eye on the number of followers you have on social media. But it should not drive your activity or investment. If the point of social media is to engage, the number of followers you have will not tell you how well you're doing to engage with your followers.<br />
<br />
<em>What to measure instead: </em>This will depend on the network you use. For Facebook, try clicks, likes, comments and shares. For Twitter, measure replies, mentions, retweets and favorites. For LinkedIn, they actually give you an engagement rate for the updates you make from your business page. You can also see clicks and interactions.<br />
<br />
<br />
If you're really interested in how your online agency marketing efforts affect your agency, go deeper with your metrics. Find the data that affects your business. These three metrics can be useful as they are indicative of bigger trends, but their value is small because they are not measuring behaviors that are tied to your goals.<br />
<br />
The best thing you can do when determining what you're going to measure is take a look at your goals. Do you have a goal of a certain number of leads each month? Measure the conversion rate for each marketing campaign. Do you want to increase awareness of your agency? Track the click-through rate for your marketing emails and/or your mentions on social media. The only essential rule with marketing metrics: Does it give you actionable insight to your agency's bottom line?urn:uuid:588Why the Home Page is Down but Not Out - Agency Marketing BlogWhile less people may naturally find your home page than before, not putting effort into your home page design will deter potential clients.2014-07-07T10:00:00Z2024-03-19T05:52:04Z<img alt="" style="float: right; margin: 10px; width: 200px; height: 201px;" src="http://www.getitc.com/images/blog/Thinkstock/Target.jpg" />
<p>Earlier this year,<em> The New York Times</em> announced in 2013 traffic to their home page was half of what it had been in 2011. In two years their home page had taken a major hit to its influence.</p>
<p>And they are not alone. Insurance agency websites are not immune to this slide away from the home page. Potential clients usually start on your website on a page other than the home page when they discover your site through social media or search engines results.</p>
<p>Two things have helped this shift:</p>
<ol>
<li><strong>More SEO Friendly Landing Pages:</strong> More insurance agents now have designated pages to pick up specific traffic for specific lines of business. A landing page has a stronger, tighter SEO focus and will pick up more clients looking for that specific type of information.<br />
<br />
For example, on an insurance agency website, there will be a page that focuses on auto insurance only. On that page all of the keywords and Meta tag information will be aimed at auto insurance, instead of a home page which discusses auto, homeowners and everything else the agency does.</li>
<li><strong>Social Media</strong>: Links on an agency’s Facebook, Twitter or LinkedIn pages rarely take clients to the insurance website’s home page. Instead, they will go to a specific landing page that relates to the topic of the post.<br />
<br />
A post about summer fun and insuring watercraft will take people to the page about boat insurance. Or the links will be to the agency’s blog or other special programs offer.</li>
</ol>
<p>Though the home page may no longer be as relevant as it used to be, it is still an important part of your insurance agency website.</p>
<p>Search engines put an emphasis on the home page. If you leave the home page blank or unedited on a regular basis, it will affect your search engine optimization. (<a href="http://ctt.ec/c03ch">Tweet this!</a>)</p>
<p>While less people may naturally find your home page than before, not putting effort into your home page design will deter potential clients whose first impression of you is through that very home page.</p>urn:uuid:589Will Your SEO Campaign Pass Its Physical? - Agency Marketing BlogElements to keep your SEO and agency marketing campaigns fit and healthy.2014-07-03T16:26:08Z2024-03-19T05:52:04Z<img src="/images/blog/488667615_seo_health.jpg" alt="SEO Health" style="float: left; margin-right: 6px;" />Healthy eating and exercise are essential to keeping your body in good working condition. Similarly, a strong SEO plan will keep your agency healthy in terms of web leads and traffic. Here are some factors that are essential to any healthy SEO strategy.<br />
<br />
The bones of your SEO campaign are your insurance agency website. Having an <a href="http://www.getitc.com/products/websites/features/search-engine-optimized-website">optimized website</a> in terms of relevant keywords, robust structure and navigation, an XML sitemap and robots.txt files give your SEO campaign a solid base to work from. Without these basic elements, your agency marketing campaign will crumble.<br />
<br />
Beauty is only skin deep. However in terms of SEO, having a beautiful website is very important to your overall SEO health. Does your insurance website have clear calls to action and easy navigation? Os it user-friendly? You may think it superficial, but having a good-looking website could mean the difference between a visitor staying on your website or clicking away to visit a competitor. You've worked for your keyword rankings, don't let an <a href="http://www.getitc.com/blog/marketing/2013/10/02/7-ugly-seo-mistakes">ugly website</a> scare your visitors away.<br />
<br />
The strength of your SEO campaign comes from your content. Everyone knows content is king. <a href="http://www.getitc.com/blog/marketing/2013/07/24/how-to-write-for-your-insurance-website">Keyword-rich, unique content</a> brings the muscle to your SEO plan. Exercise it by updating your content regularly. This can also be accomplished by <a href="http://www.getitc.com/blog/tag/blogging/">writing on your blog often</a>.<br />
<br />
Some consider blood to be the life force sustaining the human body. An SEO campaign is only as successful as the <a href="http://www.getitc.com/blog/marketing/2012/06/08/masters-of-marketing-backlinks">backlinks</a> pointing to it. Your content must be useful enough for other websites to want to link to you. The search engines see this and will rank your insurance agency website higher because of it. Consider these backlinks a healthy blood flow that continues to pump life into your SEO campaign.<br />
<br />
You are at the heart of every successful SEO campaign. Having a personable, customized website with lots of pictures of yourself, your staff and your office, as well as showing your personality on your <a href="http://www.getitc.com/blog/marketing/2014/05/05/the-2-most-influential-pages-on-an-insurance-agency-website">about us page</a> or blog and social media will help you stand out from the competition. <br />
<br />
Keep your agency marketing and SEO campaign healthy by including each and every one of the elements above, and watch your web leads and traffic grow.urn:uuid:587Not Getting Many Quote Requests from Your Insurance Website? - Agency Marketing BlogFind out why it's important to have good call to actions on your insurance agency website.2014-07-02T08:56:59Z2024-03-19T05:52:04Z<p><img alt="" src="/images/blog/Thinkstock/481698717.jpg" style="width: 250px; height: 251px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />The secret to a great insurance agency website that helps generate leads for the agency is a good call to action. A call to action (CTA) tells visitors exactly what you want them to do. For example, <em>Get a Quote</em> lets your visitors know that they can submit a request online to get an insurance quote. </p>
<span style="font-family: calibri,sans-serif;"><span style="font-size: 11pt; line-height: 115%;">Simply having a CTA </span><span style="font-size: 15px; line-height: 16.8667px;">isn't</span><span style="font-size: 11pt; line-height: 115%;"> enough to generate leads. The visibility, design and location impact the type of response </span><span style="font-size: 15px; line-height: 16.8667px;">you'll</span><span style="font-size: 11pt; line-height: 115%;"> receive.</span></span><strong><br />
<br />
Visibility</strong>
<p>The size of your CTA is proportional to its visibility and whether a visitor will click on it. Make it too small, and the CTA will go unnoticed and get few clicks giving you fewer leads. Make it too big, and visitors may view your CTA as too loud and tacky. Typically speaking, your CTA needs to be large enough to stand out without overwhelming the design of your insurance agency website.</p>
<p><strong>Design</strong></p>
<p>The design of your CTA can also affect its visibility. Using images or graphics can help draw your visitor’s attention to your CTA naturally, thus increasing its impact on the page and your conversion rate. Also it’s a great idea to give your CTA enough room to breathe on its own. By that I mean using white, or negative, space to focus a visitor’s attention on your CTA as it won’t be competing with the other design elements of your insurance website. </p>
<p><strong>Location</strong><br />
<br />
For your CTA to really be effective, it must be somewhere above the fold. Above the fold refers to the area of your insurance agency website that is visible without scrolling. As monitors can vary drastically in size, there is no set definition for the amount of space that defines above the fold. However, a good rule of thumb we use is to keep all important content in the first 600 pixels of the website. This important content could include images, contact information, navigation and CTAs. Why have your CTA above the fold? 77% of website visitors do not scroll.</p>
<p>For the other 23% of visitors, it’s always a good idea to have a follow up CTA towards the bottom of the page, especially if it’s a page with a lot of content. You might see this done for blog posts. Don’t just reuse the CTA you had above the fold. Instead, make it relevant to the information on that particular page.</p>
<span style="font-size: 11pt; line-height: 115%; font-family: calibri,sans-serif;">If your visitors are not converting into leads and you think it is because your CTA is getting lost on your insurance website, try these tips to improve your CTA’s visibility.</span>urn:uuid:586July 2014 Schedule for InsurancePro Academy - Agency Management BlogSee what's coming up in our training webinars for our agency management system.2014-06-30T13:54:21Z2024-03-19T05:52:04Z<span itemprop="articleBody">Join us each Thursday for InsurancePro Academy, our free, 30-minute weekly webinar series on the different
features and capabilities of our agency management system InsurancePro.<br />
<br />
There are two tracks: one for admins like agency principals and managers
and one for users like producers and customer service representatives.<br />
<br />
Here are the upcoming topics for each track.<br />
<br />
<strong>InsurancePro Admin Academy - for agency principals and managers, every Thursday at 11:00 a.m. CDT</strong><br />
<br />
July 3 - Daily Transaction Reports: How to Run Reports on Daily Transactions<br />
July 10 - Letters: How to Create/Edit Letters and Sent in Bulk or Individually (<a href="https://attendee.gotowebinar.com/recording/5312991178189296386">recording</a>)<br />
July 17 - Agency Fees: How to Set Up Agency Fees and Include Them in a Client’s File<br />
July 24 - Cross Sell Report: How to Run a Report of Existing Clients for Cross Selling (<a href="https://attendee.gotowebinar.com/recording/5312991178189296386">recording</a>)<br />
July 31 - Agent Report: How to Run a Report on Your Agents’ Performance<br />
<br />
<a href="https://attendee.gotowebinar.com/register/8842004588471781121">Click here to register for InsurancePro Admin Academy.</a><br />
<br />
<strong>InsurancePro User Academy - for producers and customer service representatives, every Thursday at 3:00 p.m. CDT</strong><br />
<br />
July 3 - ACORD Forms: How to Access, Create, Email and Fax<br />
July 10 - Follow Up Reports: How to Run a Report to Identify Prospects, Clients for Follow Up<br />
July 17 - Certificate Holders: How to Manage a Lienholder/Certificate Holder Database<br />
July 24 - Other Policies: How to Create Another Policy for an Existing Client<br />
July 31 - Daily Transaction Report: How to Run Reports on Your Daily Transactions<br />
<br />
<a href="https://attendee.gotowebinar.com/register/6999628820109889025">Click here to register for InsurancePro User Academy.</a> </span>urn:uuid:585What to Do When Social Media is Not Working - Agency Marketing BlogThree tips to help your insurance agency adapt your social media strategy as part of your agency marketing plan.2014-06-30T11:11:03Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/481698717.jpg" style="width: 250px; height: 251px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Is your social media not working? Ever feel like you’re talking into the social media mike, but no one is listening? <br />
<br />
The honest truth is that not every tip or social media plan works for every agency. There could be any number of reasons why the tips and tricks you’ve tried do not seem to resonate with your followers.<br />
<br />
If you’ve tried social media, but it’s not working, you’ve probably been looking online to social media articles like this one for advice. If you’ve tried the ideas in those articles, and your audience still isn’t responding, it may not be the advice or implementation of those ideas. It might be the social network you’re using, your expectations or your audience’s comfort level with that social network.<br />
<br />
To find out, compare the age and demographic data from your social network to that of your target audience. <br />
<br />
Imagine your target audience is made up of young African-American or Hispanic young adults, who are more likely to use Twitter and Instagram. If you are not seeing engagement on Facebook, it may be because your audience is spending their time on Twitter or Instagram instead.<br />
<br />
If you haven’t yet identified your target audience, you need to do so. Knowing who your target audience is will help you focus your agency marketing, not just online but also offline, and make it easier to engage them. <a href="http://www.pewinternet.org/2013/12/30/social-media-update-2013/">This recent Pew Internet study</a> has some interesting data on the different demographics for the main social networks that could be useful to you in determining what network your target audience is using. You can also poll your current clients and find out what networks they use.<br />
<br />
These three tips will help you adapt the tips you read in social media articles to the needs of your specific audience. <br />
<br />
<strong>Where to Be</strong><br />
<br />
Facebook and Twitter may seem like the obvious social media choice. However, if you have abandoned your profiles because of the lack of engagement, you are doing more harm than good to your business. When someone finds your abandoned profile, they will presume you will approach their needs with the same lack of enthusiasm.<br />
<br />
What did you find out when reevaluated your audience and their preferred social networks? You may have discovered that your audience is using different networks. If that’s the case, set aside the obvious choice, and focus your marketing efforts on where you will get noticed.<br />
<strong><br />
What Works</strong><br />
<br />
There are many different types of social posts you can use: images, polls, text updates and links to name a few. Try as many as you can, and see what works for your agency. Post at different times of the day and on different days of the week to identify the optimal times and days for engagement.<br />
<br />
Keep in mind that while engagement is always nice, at this early stage, your goal is to gather data. Social media articles can’t tell you what will work best for your audience so you need to gather you own data and use your own metrics.<br />
<strong><br />
Find Your Loudest Fans</strong><br />
<br />
As you continue to post, you will discover the followers who are more engaged than others. Pay attention to the types of content they engage with. Use this information to refine your social media strategy to include the content that appeals to these followers.<br />
<strong><br />
Bottom Line</strong><br />
<br />
If your social media efforts are not working, reevaluate your strategy. Find where your clients are, and meet them there. Experiment with different tactics and gather data to help you.urn:uuid:584July 2014 Schedule for TurboRater Academy - Agency Rating BlogSee what's coming up in our training webinars for our comparative rating system.2014-06-26T16:09:38Z2024-03-19T05:52:04ZJoin us each Tuesday for TurboRater Academy, our free, 30-minute weekly webinar series on the different features and capabilities of our personal lines comparative rater TurboRater.<br />
<br />
There are two tracks: one for admins like agency principals and managers and one for users like producers and customer service representatives.<br />
<br />
Here are the upcoming topics for each track.<br />
<br />
<strong>TurboRater Admin Academy - for agency principals and managers, every Tuesday at 11:00 a.m. CDT</strong><br />
<br />
July 1 - Company Ranking: How to Set Company Preferences (<a href="https://attendee.gotowebinar.com/recording/153383331073447425">click here to view the recording</a>)<br />
July 8 - Letters: How to Create/Edit Quote Letters<br />
July 15 - Miscellaneous Premiums: How to Set Up Agency/Broker Fees (<a href="https://attendee.gotowebinar.com/recording/1967778727837566465">click here to view the recording</a>)<br />
July 22 - Lead Sources: How to Customize Your Lead Source (<a href="https://attendee.gotowebinar.com/recording/3121914093436317441">click here to view the recording</a>)<br />
July 29 - <!--[if gte mso 9]><xml>
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</xml><![endif]-->Advanced Reports: How to Manage Your Agents’ Performance (<a href="https://attendee.gotowebinar.com/recording/8008284504917376257">click here to view the recording</a>)<br />
<a href="https://attendee.gotowebinar.com/register/2746250551430432001"><br />
Click here to register for TurboRater Admin Academy.</a><br />
<br />
<strong>TurboRater User Academy - for producers and customer service representatives, ever Tuesday at 3:00 p.m. CDT</strong><br />
<br />
July 1 - Basic Reports: How to Manage Your Quotes (<a href="https://attendee.gotowebinar.com/recording/676364937313433345">click here to view the recording</a>)<br />
July 8 - Sorting Options on the Comparison Screen: How to Sell Policies When Pricing is a Factor (<a href="https://attendee.gotowebinar.com/recording/5855426443618597634">click here to view the recording</a>)<br />
July 15 - Licensing Questions: How to Rate an Insured with a Foreign License (<a href="https://attendee.gotowebinar.com/recording/7929415436037936641">click here to view the recording</a>)<br />
July 22 - Notes/Reminders: How to Create Notes with Reminders and Run Reports on Them (<a href="https://attendee.gotowebinar.com/recording/8031533678134138881">click here to view the recording</a>)<br />
July 29 - User Preferences: How to Set Up TurboRater to Look and Feel the Way You Want (<a href="https://attendee.gotowebinar.com/recording/7670349606122985473">click here to view the recording</a>)<br />
<br />
<a href="https://attendee.gotowebinar.com/register/6269619069964235009">Click here to register for TurboRater User Academy.</a>urn:uuid:583Masters of Marketing: Why Business Listings Matter - Agency Marketing BlogThe slides and recording of the June 26, 2014 Masters of Marketing webinar on why business listings matter for your insurance agency website.2014-06-26T16:00:31Z2024-03-19T05:52:04Z<span itemprop="articleBody">Online business listings can help you get new customers by helping your insurance agency website rank higher in search engine results. In today's Masters of Marketing webinar, I
explained why these listings are so important and what you can do to build a strong business listing profile for your agency. If you missed
it, you can <a href="https://attendee.gotowebinar.com/recording/3561104116976137473">watch the recording here</a> or review the slides below.<br />
<br />
<iframe height="400" frameborder="0" width="476" scrolling="no" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/36347338"></iframe><br />
<br />
Website Coordinator Amanda Oldham will host the next Masters of Marketing
webinar on Thursday, July 24th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT,
10 a.m. PDT). She will discuss the benefits of a mobile-friendly design for your insurance website. If you
are not currently registered for Masters of Marketing, <a class="marketing" href="http://www.getitc.com/solutions/agency_marketing/webinar/" target="_blank">you can do so here</a>. You can also follow the webinar on Twitter using the hashtag #MastersMktg<br />
</span>urn:uuid:582May and June AgencyBuzz Academy Videos | July AgencyBuzz Academy Details - Agency Marketing BlogView past AgencyBuzz Academy videos as well as check out the July calendar and register. 2014-06-24T13:31:33Z2024-03-19T05:52:04ZBelow you'll find links to the May and June recordings for AgencyBuzz Academy. You may watch them or share them with those in your office. <br />
<br />
We've also included the calendar for the July sessions of AgencyBuzz Academy. <strong>You asked and we listened!</strong> You may now register for the full month of AgencyBuzz Academy at once. To register, please click <strong><a href="https://attendee.gotowebinar.com/rt/4929993894487503874" target="_blank">here</a></strong>. <br />
<br />
<span>º July 2 - Using Web Action Business Rules for Abandonment Marketing<br />
º July 9 - Following up on online quotes<br />
º July 16 - Creating segmented newsletters<br />
º July 23 - Creating and testing effective calls to action<br />
º July 30 - Using email marketing to get more website traffic</span><br />
<br />
This Wednesday, June 25th, we will be talking about creating professional holiday newsletters and specials that grab attention without being cheesy. There is still time to register by clicking <a href="https://attendee.gotowebinar.com/register/5702993449300627457" target="_blank">here</a>. <br />
<br />
May/June Video Links:<br />
<br />
<a href="https://vimeo.com/getitc/review/99060881/4a42fa7acc" target="_blank">º Managing Your Data After a Campaign</a><br />
<a href="https://vimeo.com/getitc/review/99060667/c70cdaf6eb">º Memorial Day/Holiday Greetings</a><br />
<a href="https://vimeo.com/getitc/review/99060666/6d52acc398" target="_blank">º Print and Mail Campaigns</a><br />
<a href="https://vimeo.com/getitc/review/99060828/3798a5d026" target="_blank">º Successful Referral Campaigns </a><br />
<br />
Don't forget about TurboRater and InsurancePro Academy! Kelly holds class each week for both products and for the User and Admin level users. <br />
<br />
<a href="https://attendee.gotowebinar.com/register/6269619069964235009" target="_blank">º TurboRater User Academy</a><br />
<a href="https://attendee.gotowebinar.com/register/2746250551430432001" target="_blank">º TurboRater Admin Academy</a><br />
<a href="https://attendee.gotowebinar.com/register/6999628820109889025" target="_blank">º InsurancePro User Academy</a><br />
<a href="https://attendee.gotowebinar.com/register/8842004588471781121" target="_blank">º InsurancePro Admin Academy</a><br />urn:uuid:58110 Things to Blog about on Your Insurance Website in July - Agency Marketing BlogNeed content ideas for your agency blog or email newsletter? Here are 10 seasonal tips for July to unblock your writer's block.2014-06-23T09:32:26Z2024-03-19T05:52:04Z<p><img alt="" src="/images/blog/Thinkstock/484376589.jpg" style="width: 250px; height: 250px; float: right; margin: 5px;" />The hot summer months make it hard to focus on work when travel plans and pool parties linger in your mind. Writing takes focus, but coming up with new topics doesn’t have to be difficult. Try these 10 great ideas to write about for your agency’s blogs and email newsletters in July.</p>
<ol>
<li><strong>Independence Day (July 4)</strong>: The fourth of July is when we celebrate our nation’s independence. Are there festivities in your town? List some local firework shows and share your favorite grilling recipes. There’s never a wrong way to celebrate a holiday!<br />
<br />
</li>
<li><strong>RV Insurance</strong>: Many people enjoy traveling cross-country in their RVs over summer. Share some pointers with your clients about staying safe on the road, protecting a campsite from wild animals and purchasing the right coverage for their travels.<br />
<br />
</li>
<li><strong>Travel Insurance</strong>: Besides RV travel, many people book cruises and other travel plans during this time. But life happens, and sometimes travel plans must be cancelled at the last minute. Now is the perfect time to share information about travel insurance with your clients so they don’t lose expensive, non-refundable down payments.<br />
<br />
</li>
<li><strong>Summer Activities</strong>: Kids may love summer break, but they may get bored by July. Give your clients some ideas on how to entertain their children with various activities, such as sports, cooking, and arts and crafts.<br />
<br />
</li>
<li><strong>Flood Insurance</strong>: Some people are taken by surprise when they learn that floods are not covered by homeowners insurance only after damage has been done. Even though the rainy season is already underway, teaching people how to secure the proper coverage now can save them a lot of trouble in the future.<br />
<br />
</li>
<li><strong>Cut Back on Gas</strong>: Did you know that gasoline can evaporate right out of a car’s gas tank on hot, sunny days? People try to cut back on gas usage year-round to save money. However, it’s never more important than during the summer since the sun and the air conditioning drain a lot more gas. Make your newsletter valuable and provide tips for trimming gas expenses.<br />
<br />
</li>
<li><strong>Hot Cars</strong>: Auto glass magnifies the sun’s heat, making a car’s interior much hotter than the temperature outside. It is vital that people never leave children or pets unattended in a hot car. Stress the importance of this issue and offer a few alternative solutions.<br />
<br />
</li>
<li><strong>Poolside Cool Down</strong>: Rather than passing out ice cream or artificially made lemonade during a swimming break, encourage your clients to serve healthier poolside treats. One great option is homemade popsicles using fresh fruit juices. Provide tips and recipes so your clients can enjoy a healthier home.<br />
<br />
</li>
<li><strong>Hydration</strong>: Being out in the summer heat can dehydrate the body very quickly. Remind your clients to constantly hydrate with water. For instance, many people don’t think about drinking water while spending an afternoon in the pool, but it’s necessary for proper hydration.<br />
<br />
</li>
<li><strong>Skin Care</strong>: The sun’s UV rays can damage your skin. A few freckles may be a minor setback, but a malignant mole is not to be taken lightly. Remind your clients about the importance of using sunblock and how beneficial it is for overall health and wellness.</li>
</ol>
<p>Even if writing isn’t your favorite part of the job, it’s a key factor in communicating with your clients. Use these ideas and start writing some content today. You’ll be glad you did tomorrow!</p>urn:uuid:580How to Capture Visitors Who Do Not Complete a Quote Form - Agency Marketing BlogA common problem agencies have is the abandonment of online quote forms on their insurance agency websites. Abandonment remarketing brings them back. 2014-06-20T08:40:00Z2024-03-19T05:52:04Z<p><span><img alt="Abandonment_Remarketing" style="float: right; margin: 5px;" src="/images/blog/Thinkstock/woman_typing_on_computer_thumb.jpg" />A common problem agencies have is the abandonment of online quote forms on their insurance agency websites. For various reasons, visitors will start filling out a quote form but then leave your website without completing it. In addition to looking at why someone would purposefully abandon your quote form (for example, your form is long or cumbersome), you can use an abandonment remarketing campaign to get him or her back on your website to complete the quote form and hopefully win his or her business. </span></p>
<p><strong><span>What is Abandonment Remarketing? </span></strong></p>
<p><span>Abandonment remarketing is the process of sending a follow up email to website visitors who’ve abandoned forms at some point during their time on your website. </span></p>
<p><strong><span>Why is Abandonment Remarketing Important? </span></strong></p>
<p><span>Did you know if a visitor leaves his quote form incomplete and does not return within the first 60 minutes, the possibility of him returning to complete it at a later date is reduced by almost 90%? The good news is 30% of the people who abandoned a form come back and finish it because of an abandonment follow-up email. This is why abandonment remarketing is now a top priority for all digital marketers, including the big captive insurers. </span></p>
<p><span>These visitors ALMOST bought from you, but, for whatever reason, they abandoned their forms just shy of receiving a quote. It's no surprise then that sending an immediate email to these people is a highly effective strategy to bring them back to your insurance website and convert them to a lead and eventually a client. </span></p>
<p><strong><span>Finding Your Remarketing Prospects</span></strong></p>
<p><span>Not everyone who visits your website is a prospect for a remarketing campaign. For example, a visitor who arrives at your home page, never clicks on a form or line of business page, and then leaves within five minutes is not engaged. Sending this visitor a remarketing email will only frustrate him or her. Focus your remarketing on visitors who engaged with your insurance agency website and began a quote, contact or information request. </span></p>
<p><span>Great <a target="_blank" href="http://www.getitc.com/products/websites/">insurance website</a> software will capture the information in an incomplete form and store it for you to use in your remarketing campaigns. If you have an Insurance Website Builder website, your website already captures the contact information of visitors who abandon a quote form and stores it in your admin console. </span></p>
<p><strong><span>How to Remarket</span></strong></p>
<p><span>The best remarketing campaigns use transactional emails to bring runaway visitors back to your website. Responsive behavior calls to action (“You’re just a few steps away from the lowest rates in Dallas. Click here to complete your quote request!”) make it easy for them to come back and complete the quote they started. You might even offer an incentive to encourage more people to complete their forms, such as “…complete your form to receive two free movie tickets.” </span></p>
<p><span>Targeting visitors who’ve left your website without completing a quote form with an abandonment remarketing campaign can improve online quotes in a significant way. </span></p>
<p><span>To get started, you’ll need to place a tracking cookie on your website. Tracking cookies are specialized cookies that record a visitor’s activity on your website and report back to you or a system that will use the data, like digital agency marketing system <a target="_blank" href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> or your agency management system. The cookie does most of the work on its own. </span></p>
<p><span>Once you have the cookie on your website and it is programmed to report back to you, you can then automate an email campaign to begin when the cookie identifies someone who has abandoned a form or request. If you’re an AgencyBuzz customer, you can use one of our simple web action business rules to automate this process. Once the cookie and email are both automated, you’re ready to start abandonment remarketing. </span></p>
<p><span>Just as you would with other email campaigns, you will need to monitor your stats and make any changes necessary to help the success of your campaign. In essence, be sure people are coming back to your form to complete it. If they are not, look at the form itself or other contributing factors. </span></p>
<p><span>You don’t have to do this alone though, if you need help getting started or have questions about abandonment remarketing, give us a call or leave a comment below, and we’ll be happy to answer them. </span></p>urn:uuid:57911 Ways to Get the Most Out of Your Google+ Page - Agency Marketing BlogRead about tips on how to make your Google+ page work for you!2014-06-18T11:39:59Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/451169621.jpg" style="width: 250px; height: 147px; float: left; margin-right: 10px; margin-bottom: 10px;" />Most insurance agents have a one-dimensional Google+ page. Enhancing your Google+ page can convert your prospects into customers and can lead to greater visibility in Google’s local search results. You’ve probably seen local results with a red pin next to them when searching on Google. These results can get a lot of clicks, so it’s important to make your Google+ page stand out. Most of the following recommendations are easy to implement.<br />
<br />
1. Your Google+ page should be 100% complete. Required fields, company/organization, street address, city/town, state, ZIP and main phone are the most important fields on your Google+ page, so be accurate.<br />
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2. Obtain at least five reviews on Google from your clients, so your average review rating appears on your Google+ page and in Google’s local search results.<br />
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3. Upload a ton of photos to other business listings. Google+ only allows you to upload 10 photos. If you upload photos to business listing websites, like CitySearch, InsiderPages, and Thumbtack, Google will often add these third-party photos to your Google+ page. <br />
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4. Add a post to your Google+ page that includes a link to your insurance agency website. This could be your contest, testimonial, newsletter, refer a friend or other special pages.<br />
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5. Reply to all reviews on your Google+ page. Whether it’s a good or bad review, respond to the review in a professional manner. Try to include the services you offer where applicable.<br />
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6. Take a screenshot of your clients’ testimonials and post them on your Google+ page. Turn a compliment you received through email or in a letter into bragging rights that prospects can see.<br />
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7. Get as many reviews as you can on other business listings. At the bottom of your Google+ page, Google features up to three links to other business listing websites where customers have left you reviews. Your preview area in Google's local search results shows up to four of these links too. This can be found when users hover over your Google+ page from the main search results page.<br />
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8. Ask clients, business associates, family or friends to upload photos to your Google+ page through their Google accounts. This is another way to get more than 10 photos on your Google+ page.<br />
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9. Add captions to the photos you upload to your Google+ page. Unfortunately, Google+ does not have a way to add captions, so add it to the image itself.<br />
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10. If you get enough reviews, “At a Glance” snippets should appear on your Google+ page. While the exact number of reviews needed is not clear, these snippets are created from reviews on Google+ and reviews and text from other business listings.<br />
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11. Submit your agency for an award like "<a href="http://www.citysearch.com/allcities">Best of CitySearch</a>" or "<a href="http://business.angieslist.com/Visitor/AngiesList101/SuperServiceAwards.aspx">Angie's List Super Service Award</a>.” These often show up on your Google+ page and look great if you can get them.<br />
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<br />
A stale, non-active Google+ page will never live up to its potential. The suggestions above should help your Google+ page’s visibility. Is there anything special you do on your Google+ page not mentioned in this blog?urn:uuid:578The Good, the Bad of Duplicate Content on Insurance Websites - Agency Marketing BlogThe pros and cons of duplicate content on insurance websites.2014-06-10T07:14:45Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/462332723.jpg" style="width: 250px; height: 166px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />Duplicate content is similar or identical content that appears on multiple pages on one website or on different websites.<br />
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<strong>The Good</strong><br />
<br />
Duplicate content isn’t always intentionally deceptive. Here are a few examples of non-malicious duplicate content:<br />
<br />
<ul>
<li> Stripped-down and regular pages designed for mobile devices</li>
<li> E-commerce items shown or linked via multiple distinct URLs</li>
<li> Printer- friendly versions of web pages</li>
</ul>
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Your insurance agency website can have multiple pages with similar content across it too. You can have separate pages dedicated to different lines of business, but have similar content. You can also have different domains that all point to one page on your website. <br />
<br />
If it is the latter you can tell Google which URL you prefer. There are number of ways to do this; one way is by canonicalization. Canonicalization is the practice of choosing the best URL when there are multiple available. For example, four different domains can all point to your home page. Google will only choose one of those domains as the canonical or preferred URL. You can choose which URL is the canonical one for the search engines to view as authoritative. To identify the canonical URL for the search engines, include a rel=canonical link in your preferred web page’s HTML code.<br />
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<br />
<strong>The Bad</strong><br />
<br />
There are some situations when duplicate content is done to try to manipulate organic search engine rankings or to get more traffic to a website. This intentionally deceptive practice can lead to penalties from Google, which filters results to show websites with distinct content. If Google does notice duplicate content is intentionally shown to manipulate rankings or deceive users, it can make adjustments in the indexing and ranking of the guilty website. Websites that use this bad SEO practice can lose their positions in the rankings or be removed entirely from Google’s index. It’s a long and costly process to have your website reinstated once it is removed from Google’s index.<br />
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Duplicate content can also lead to a poor user experience. If a visitor has seen similar or the exact same content on a different website he or she may refrain from clicking around your site, filling out a form, or viewing other good information you have available. This can also result in a high bounce rate because visitors immediately leave your website.<br />
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Have you come across your content on another insurance agency website? How did you handle it? Let us know in the comments below. urn:uuid:576Growing Your Email List Organically - Agency Marketing BlogBuilding an organic email list is critical for your online marketing efforts. Learn how to grow organic email lists.2014-06-06T10:00:00Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 193px; float: left; margin: 0px 10px 5px 5px;" src="/images/blog/Thinkstock/154457902.jpg" />Building an organic email list is critical for your online marketing efforts. Not only is reading emails the number one activity on smart phones, but email marketing has been shown to be the strongest communications channel for converting leads. <br />
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Collecting email addresses legitimately is pivotal in making the most of your online marketing. By building an email list organically instead of buying or renting, you‘ll keep your sender score high and protect yourself from getting blacklisted, both of which help in your email delivery. Reputable <a href="http://www.getitc.com/products/leadmanagement/" target="_blank">email marketing vendors</a> will not let you use purchased lists so you may as well hold on to your money. Also, people are more likely to convert into clients if you’ve obtained their email addresses with their consent. People on a purchased list aren’t familiar with your name and are more likely to file a spam report. <br />
<br />
Here are some ways to build a list of email contacts organically without buying or renting a list.<br />
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<strong>Drawings and Contests</strong><br />
<br />
Invite your insurance website visitors, your social media fans, or people who come in your office to participate in a drawing or photo contest. In the eligibility requirements, state they must provide an email address. This is serves more than one end in your online marketing strategy. A drawing is a great reason for your clients to connect with you on social media. It’s a way to assert your agency’s personality, open a dialogue with people in your community, and, of course, build your email list. For drawings, make sure the prize is worth people participating and providing their email addresses. <br />
Photo contests can be fun and are easy to participate in. Have your clients post a themed picture on one of your Facebook Page, for example, pet photos, seasonal outdoor photos, classic cars, etc., and privately submit their email address. Then, the picture that gets the most likes wins. Always make sure to post a picture of you awarding the prize to the winner.<br />
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<strong>White Papers</strong> <br />
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White papers are a form of content marketing that shows off your expertise and value proposition to visitors to your insurance agency website. By posting white papers on your website, you’re giving people another reason to not only come to your site but to give you their email addresses in exchange for a free report. You can optimize the forms so once they’ve entered their information the article is emailed to them. This will prevent invalid email addresses from being used. <br />
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<strong>Website Forms</strong><br />
<br />
Add a form to your <a href="http://www.getitc.com/products/websites/" target="_blank">insurance agency website</a> where clients and prospects can sign up to receive your newsletters. You can also use your personal email signature to encourage people to subscribe to your newsletter. You can set up the newsletter sign up page so they can review your archived emails newsletters. These types of landing pages have been found to be more effective than just a basic sign up form. Showing off your value from the start gives those considering subscribing to your newsletter a better idea of what they can expect to see from you.<br />
<br />
<strong>The Most Important Way to Get Emails</strong><br />
<br />
Ask. Every chance you or your staff gets to speak with a prospect or client is a chance to ask for an email address. It’s costing you money every time someone leaves your office or hangs up the phone without giving you his or her email address. Try direct questions that lead the person into offering the email address. Do not use yes or no questions like “Do you have an email address?” as that will likely end with a no. Try questions like: <br />
<br />
<ul>
<li>“Some carriers offer a discount for having an email address on file. Which email address would you like us to use?” </li>
<li>“What email address do you use for your Facebook login so we can stay connected?”</li>
<li>“Which email address would you like your policy information sent to?”</li>
</ul>
You can hire temporary help to go through your client list and contact them for email addresses if you want to speed up the process. <br />
<br />
It’s time to get started collecting email addresses! What have you found works for your agency in growing your email list?<br />
<div><br />
</div>urn:uuid:574Introducing TurboRater Academy - Agency Rating BlogLearn more about ITC's comparative rating system TurboRater and how you can use it to improve your efficiency.2014-06-04T18:08:42Z2024-03-19T05:52:04ZDo you want to learn more about TurboRater and the features you can use to improve your agency efficiency and save time and money? Starting this month ITC's Training Coordinator Kelly Grisham is hosting a free weekly, 30-minute webinar series highlighting different features and capabilities of TurboRater. <br />
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TurboRater Academy will be held every Tuesday and will last 30 minutes. The weekly webinar for<strong> agency principals and managers is at 11:00 a.m. CDT</strong> (12 p.m. EDT, 10 a.m. MDT, 9 a.m. PDT). The weekly webinar for <strong>producers and customer service representatives is at 3:00 p.m. CDT </strong>(4 p.m. EDT, 2 p.m. MDT, 1 p.m. PDT). <br />
<br />
Here is the topic schedule for June:<br />
<br />
<strong>TurboRater Admin Academy - for agency principals and managers, 11:00 a.m. CDT every Tuesday</strong><br />
<blockquote>June 3 - How to Hide Questions on the Quote Screen (<a href="https://attendee.gotowebinar.com/recording/2622639056322931970">click here to view the recording</a>)<br />
June 10 - Monitoring Your Closing Ratios in TurboRater (due to technical difficulties, the recording for this webinar is not available)<br />
June 17 - How to Customize Which Companies are Quoted by Agent or Location (due to technical difficulties, the recording for this webinar is not available)<br />
June 24 - Permission Levels (<a href="https://attendee.gotowebinar.com/recording/2525278401655605250">click here to view the recording</a>)<br />
</blockquote><br />
<strong>TurboRater User Academy - for producers and CSRs, 3:00 p.m. CDT every Tuesday</strong><br />
<blockquote>June 3 - User Preferences (<a href="https://attendee.gotowebinar.com/recording/5405699798805370114">click here to view the recording</a>)<br />
June 10 - Setting up Default Entries - Quote Templates (<a href="https://attendee.gotowebinar.com/recording/1362116045441632514">click here to view the recording</a>)<br />
June 17 - Recording Policies Bound (due to technical difficulties, the recording for this webinar is not available)<br />
June 24 - Creating Custom Letters (<a href="https://attendee.gotowebinar.com/recording/703760368876191490">click here to view the recording</a>)<br />
</blockquote><br />
TurboRater Admin Academy is ideal for agency owners/principals, office managers and location managers. <a href="https://attendee.gotowebinar.com/register/2746250551430432001">To register for TurboRater Admin Academy, click here.</a><br />
<br />
TurboRater User Academy is ideal for CSRs, service reps and licensed agents. <a href="https://attendee.gotowebinar.com/register/6269619069964235009">To register for TurboRater User Academy, click here.</a>urn:uuid:573Introducing InsurancePro Academy - Agency Management BlogLearn more about ITC's agency management system InsurancePro and how you can make the most of it with these free weekly webinars.2014-06-04T18:01:35Z2024-03-19T05:52:04ZDo you want to learn more about InsurancePro and the features you can use to make managing your agency easy? Starting tomorrow ITC's Training Coordinator Kelly Grisham will host a free weekly, 30-minute webinar series highlighting different features and capabilities of InsurancePro.<br />
<br />
InsurancePro Academy will be held every Thursday and will last approximately 30 minutes. The weekly webinar for <strong>admins is at 11:00 a.m. CDT</strong> (12 p.m. EDT, 10 a.m. MDT, 9 a.m. PDT). The weekly webinar for users is at 3:00 p.m. CDT (4 p.m. EDT, 2 p.m. MDT, 1 p.m. PDT).<br />
<br />
Here is the topic schedule for June:<br />
<br />
<strong>InsurancePro Admin Academy - 11:00 a.m. CDT every Thursday</strong><br />
<blockquote>June 5 - User Permissions<br />
June 12 - Company Commission Setup<br />
June 19 - Business Reports<br />
June 26 - Payment Report<br />
</blockquote><br />
<strong>InsurancePro User Academy - 3:00 p.m. CDT every Thursday</strong><br />
<blockquote>June 5 - ACORD Forms<br />
June 12 - Letters<br />
June 19 - Scans/Documents<br />
June 26 - Notes/Reminders<br />
</blockquote><br />
InsurancePro Admin Academy is ideal for agency owners/principals, office managers and location managers. <a href="https://attendee.gotowebinar.com/register/8842004588471781121">To register for InsurancePro Admin Academy, click here.</a><br />
<br />
InsurancePro User Academy is ideal for CSRs, service reps and licensed agents. <a href="https://attendee.gotowebinar.com/register/6999628820109889025">To register for InsurancePro User Academy, click here.</a><br />urn:uuid:572SEO is a Marathon, Not a Sprint: How ITC Does It - Black Hat Series, Part 3 - Agency Marketing BlogHow white hat SEO is better for your digital agency marketing long term and how ITC helps agents find success using good SEO.2014-06-04T08:00:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/87451418.jpg" style="width: 250px; height: 161px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />If you care about your agency's digital future, don’t use black hat SEO techniques. Good SEO is a marathon, not a sprint. <br />
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Previously, we covered what <a href="http://www.getitc.com/blog/marketing/2014/05/13/how-to-kill-your-brand-with-black-hat-seo">black hat SEO techniques</a> are and how you can start the <a href="http://www.getitc.com/blog/marketing/2014/05/15/website-hero-to-website-zero-black-hat-series-part-2">long road to recovery</a> if you used those techniques before. In this third and final part of our black hat series, I want to explain white hat SEO techniques and how we use them to help our customers.<br />
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Our goal at ITC is to help insurance agencies improve their online marketing incrementally every month, continuously building from a sturdy base. Here are some ways we do that.<br />
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<h2><strong>Google Guidelines</strong></h2>
<br />
Google is pretty specific about what you <a href="https://support.google.com/webmasters/topic/6001981">should not do</a> in your SEO program. If you follow the guidelines listed on this page, you won’t face penalties from Google. Many of these recommendations are common sense, but people always try to game the system. <a href="http://www.getitc.com/blog/marketing/2013/07/08/part-1-what-is-penguin-20">The Penguin updates hit those black hat techniques hard.</a> Although you can’t know for sure what the next update will hold, pay attention to what Google says. You should have a pretty good idea of what will work in the future and what will not.<br />
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<h2><strong>Start On-Site, Move Outward</strong></h2>
<br />
If your insurance website is poorly optimized, Google will have a difficult time reading it. This is why a sturdy base is important. If you don’t get the on-site optimization right, you will be at a disadvantage. Only once your website is properly optimized should you start your other SEO strategies. We spend the initial month of SEO services optimizing an agent’s website for the search engines. Then we move on to our other off-site strategies.<br />
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<h2><strong>Unique vs. Other Content</strong></h2>
<br />
Content is king, right? You might think you can post anything since content is so important. That is not the case. If you don’t have unique content written by a human and not a spinning program (A spinning program finds synonyms and gives you the option of replacing them so the content is unique.), your content isn’t going to help your SEO efforts. <br />
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Google’s Panda updates emphasize this even more. Not only does your content need to be unique, it needs to be relevant to your audience. Insurance gives you a wider range to write about than you might think. Don’t write another ‘How to Save Money on Your Auto Insurance!!!!’ post. Think about related topics your audience will find valuable like car technology. Customers can get discounts for daytime running lights, an anti-theft device and passive restraint features. Wouldn’t that be relevant information for someone looking to buy auto insurance?<br />
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<h2><strong>Interlinking</strong></h2>
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The internal pages on your website have information that is related to information on other pages of your site. For example, if you write commercial lines, you might have commercial auto, commercial earthquake, commercial property and commercial real estate pages. Since those pages are related, it makes sense to link them to each other. A simple sentence at the end of the page can list the other products you offer. If you want something more custom, you can link buttons, images or designate a specific area on each page to link to other products. <br />
<br />
Our <a href="http://www.getitc.com/products/websites">insurance agency websites</a> come with several built-in features for interlinking. Navigation menu links and footer links should appear on almost all of your pages. There is also an option for a right hand column on each page. Depending on what forms you have turned on, the default form links will show up on the default line of business pages.<br />
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<h2><strong>Customizing Text</strong></h2>
<br />
Google can see customized text, which allows you to emphasize words or phrases. We like to emphasize certain keywords and geo-targets in content throughout an insurance agency website by using bold or italics. Be careful to not bold or italicize too many words though. If your content looks horrible with bolded and italicized words everywhere, visitors will leave. Remember your content needs to look normal to a visitor reading it. Google can also read the header tags used in your content. It is good SEO practice to use your keywords or geo-targets in H1 or H2 tags. <br />
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<h2><strong>Contact Us</strong></h2>
<br />
These are some of the ways we do SEO that have proven successful for our customers. Good SEO is an investment, either of time or money. There is no magic bullet or quick fix. If you don’t have the time but still want to invest in SEO, give us a call at (800) 383-3482, and one of our digital marketing sales specialists would be happy to answer your questions.urn:uuid:570When is Your Insurance Website Finished? - Agency Marketing BlogDon’t fall for the trap of endless editing. But knowing when to launch your new website can be difficult. Here’s how to get out of the proof stage. 2014-06-02T10:00:00Z2024-03-19T05:52:04Z<p><img alt="" src="/images/blog/Thinkstock/109195046.jpg" style="width: 188px; height: 250px; float: right; margin-bottom: 10px; margin-left: 10px;" />Creating your new insurance agency website can be a daunting task. The process of tweaking your design feels endless as you make adjustment after adjustment. Long nights spent staring at your screen can make you feel like you’re making caterpillar-like progress.</p>
<p>Meanwhile, your new website is doing nothing to help your business as it sits in the proof stage of website building.</p>
<p>Here’s how to get out of the proof stage:</p>
<p>Don’t fall for the trap of endless editing.</p>
<p>The longer you leave your insurance website hidden behind an “under construction” sign, the more time you lose in moving your business forward. When you have no website, you miss the opportunity for potential clients to find you.</p>
<p>But knowing when to launch your new website can be difficult. Our advice: cover the basics first.</p>
<p>Focus on including the core of your business in your design. Stop and ask yourself these questions?</p>
<ul>
<li>Is my contact information visible and easy to find on my website?</li>
<li>Do I have an <em>About Us</em> page that talks about my agency?</li>
<li>Are forms available for clients to request quotes?</li>
<li>Is my website user friendly and easy to navigate?</li>
</ul>
<p>Does my website reflect my agency’s branding?</p>
<p>If you answered yes to the above, your website is finished enough for you to launch. A website is complete when it clearly communicates what your agency offers potential clients.</p>
<p>Everything else is a bonus in boosting your website’s usefulness, effectiveness and overall branding and can be added later.</p>
<p>Websites exist in a state of flux; they are a work in progress. Clients will understand if your agency website has a typo or two, or if you make an update to the design a few months after it goes live.</p>
<p>Don’t be afraid to take your insurance website out of the under construction stage. Not only will your website be working for you helping you get new business, but your clients can give you feedback you can use to continue making your website the best it can be.</p>
<span style="font-size: 11pt; line-height: 115%; font-family: calibri, sans-serif;">So when is your insurance website finished? Never.</span>urn:uuid:571How Hummingbird Affects the Content on Your Insurance Website - Agency Marketing BlogGoogle's Hummingbird update has transformed the way insurance website content is evaluated by search engines. Follow these tips so your content ranks well.2014-05-30T07:00:00Z2024-03-19T05:52:04Z<img alt="Target With Arrow" style="width: 225px; height: 225px; float: right; margin-left: 5px;" src="/images/blog/Thinkstock/Target.jpg" />Search engine optimization (SEO) is a great tactic for insurance agents looking to attract potential customers through the Internet. But as with the Internet itself, SEO is constantly in flux as search engines adapt their algorithms to match changes in search patterns.<br />
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One such change has led agents to overhaul their SEO strategy. Google is now focused on returning quality web results to users that are more relevant to their searches, and this has brought big changes to rankings for website content. Let's dive a bit deeper into how this affects your SEO strategy.<br />
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<h2><strong>The Hummingbird Effect</strong></h2>
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Some updates Google has made, like Penguin and Panda, have changed SEO by penalizing websites using deceptive or spammy content. The October 2013 Hummingbird update has a larger, more lasting impact for ethical websites.<br />
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Hummingbird represents a shift in the way Google interprets searches and delivers results. Google now considers the user's intention when evaluating websites. Websites that feature content relevant to the search query are appearing high in the results, even if they don't include the actual keyword from the search. This makes relevant topics more important than specific keywords for rankings success.<br />
<br />
<h2><strong>Optimizing Content For Context</strong></h2>
<br />
If your insurance agency website is content rich, you're likely in a good position to succeed in your SEO efforts due to Hummingbird. However, when creating content for your website, it's imperative that you focus on relevant topics instead of particular keywords. If the content you create focuses on the words <em>business insurance</em>, you might be competing for rankings with content focusing on keywords such as <em>commercial auto</em> or <em>professional liability</em>, so it makes sense to target topics.<br />
<br />
Here are a few other tips for optimizing content with context in mind:
<ol>
<li><strong>Write for users first and search engines second:</strong> Search engines are more focused on user relevance than the actual keywords entered by users. If the content on your insurance website addresses relevant topics, it should rank well in search results for those topics.</li>
<li><strong>Make sure content is digestible:</strong> Readability is important to success. Create content that is clear and informative. While you can and should include keywords as part of your content, they should appear naturally and be grammatically correct. If this means you need to change <em>auto insurance Dallas TX</em> into <em>Dallas auto insurance</em> so that it fits right in a sentence, then do it.</li>
<li><strong>Consider long tail phrases:</strong> You can still use keywords to generate traffic to your website if you focus on frequently asked questions or specific sentence-length queries related to the topic featured in your content. Some examples of these long tail phrases are <em>high-risk auto insurance in Texas</em> and <em>Will my homeowners insurance policy cover flood damage?</em><br />
<br />
While long tail phrases generally have a lower search volume than specific keywords, those who do search them will find your content high in the results. Since the phrases or questions are so specific, searchers are more likely to click on your website and consider buying a policy. Since Hummingbird takes context into account, your content will also appear in results for other searches for your topic.</li>
</ol>
Have a question about the best ways to optimize content for context? Let us know in the comments.urn:uuid:569Avoid Fines and Understand Image Usage Rights and Licensing - Agency Marketing BlogUnderstanding the rules behind image licensing can protect you from hefty fines and legal fees.2014-05-27T09:00:00Z2024-03-19T05:52:04Z<p>Choosing images for your website can be tricky. The Internet gives us access to many different types of images, but most of the time, these seemingly free images are not free at all. Understanding the rules behind image licensing can protect you from hefty fines and legal fees.</p>
<p>Searching for images on Google, Yahoo or Bing is risky. There are filters on these search engines that say certain images are legal for commercial use. However, they are usually not. Search engines rely on algorithms rather than actual people to locate and sort images under the different usage rights filters. Unfortunately, most of the images found through these search engines are not licensed.</p>
<p>Google has a clause under its usage rights filters that says they <a target="blank" href="https://support.google.com/websearch/answer/29508?hl=en"><strong>“can't tell if the license label is legitimate, so (they) don't know if the content is lawfully licensed.”</strong></a> Most people don’t ever see this clause and use the images anyway. Incidentally, these same people usually end up with a notice from the stock photography company complete with practically unavoidable fines.</p>
<p>One <g class="gr_ gr_54 gr-alert gr_gramm Punctuation only-ins replaceWithoutSep" id="54" data-gr-id="54">agent</g> we know received a cease and desist notice along with a large fine. He was able to reduce the amount of a fine but still owed the photography company some money for using an image without the appropriate licensing.</p>
<p>The best thing to do to avoid fines is to not search for free images. Instead, purchase your images from an established stock image provider, such as Thinkstock, iStock, or the like. This blog post has more information about <a href="http://www.getitc.com/blog/marketing/2012/11/19/getting-photos-for-your-website">how to find an image and decide which size to buy.</a></p>
<p>When you buy marketing services with Insurance Website Builder, you have access to the images through Thinkstock for use on your insurance agency website and in your agency marketing. Even though we have a subscription, there are still licensing rules that need to be followed and understood in order to maintain the legality of these images.</p>
<p>The first rule is that the licenses are non-transferable. With some of our services, you are allowed to choose certain licensed images from Thinkstock. These images can be used on your website and marketing. However, we are never allowed to send you the actual image files. If you want to buy images for your use in marketing materials, then you will need to open an account through a stock image provider and purchase the images independently. We recommend the following companies for independent <g class="gr_ gr_50 gr-alert gr_gramm Punctuation replaceWithoutSep" id="50" data-gr-id="50">use:</g></p>
<ul>
<li><a href="http://www.thinkstockphotos.com/" target="blank"><g class="gr_ gr_50 gr-alert gr_gramm Punctuation replaceWithoutSep" id="50" data-gr-id="50">Thinkstock</g></a></li>
<li><a href="http://www.istockphoto.com/" target="blank"><g class="gr_ gr_50 gr-alert gr_gramm Punctuation replaceWithoutSep" id="50" data-gr-id="50">iStock</g></a></li>
<li><a href="http://www.shutterstock.com/" target="blank"><g class="gr_ gr_50 gr-alert gr_gramm Punctuation replaceWithoutSep" id="50" data-gr-id="50">Shutterstock</g></a></li>
</ul>
<p><g class="gr_ gr_50 gr-alert gr_gramm Punctuation replaceWithoutSep" id="50" data-gr-id="50">There</g> is one exception to this rule. At any time, you may request for us to send you the source files used to create your website. The images you selected will be included in those source files. Just remember you can only use those images on your website. If you try and use them in any other type of reproduction or project, you may face legal action and/or fines.</p>
<p>Several other rules exist for images, but these are some of the most important ones. A full explanation of image licensing through Thinkstock is available <a href="http://www.thinkstockphotos.com/legal/license-information?isource=foot_license_info" target="blank">here</a>. If you have any other questions about image usage rights and licensing, leave a comment below.</p>urn:uuid:568Masters of Marketing: Growing Your Email List Organically - Agency Marketing BlogIn today's Masters of Marketing webinar, Sophie went over how to grow your email marketing list organically.2014-05-22T15:47:59Z2024-03-19T05:52:04ZIn today's Masters of Marketing webinar, I went over why you should buy an email list and ways you can organically grow it instead for better email marketing performance. If you missed it, you can <a href="https://attendee.gotowebinar.com/recording/7180486388119375361" target="_blank">watch the recording here</a>.<br />
<br />
Dylan Brooks from our SEO team will host the next Masters of Marketing webinar on Thursday, June 26th at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). He will discuss why your business listings matter. If you are not currently registered for Masters of Marketing, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/" target="_blank">you can do so here</a>.urn:uuid:567Enhancements in Next InsurancePro Release - Agency Management BlogThese are the enhancements that will be included in the next release of ITC's agency management system InsurancePro.2014-05-20T16:54:49Z2024-03-19T05:52:04ZThese are the enhancements that will be included in the next release of InsurancePro.<br />
<br />
<ul>
<li>Added cut, copy and paste to the ACORD forms</li>
<li>Made some query changes to the <em>Notes</em> screen</li>
<li>When adding a new user, selection of an accessible location will be a required field</li>
<li>Files that were cached for upload will now be removed after they are successfully uploaded to the cloud</li>
<li>Corrected an issue with special characters entered on saved ACORD forms</li>
<li>Corrected an issue with Lienholders street address defaulting into the City entry field if the street designation was not used on the ACORD forms</li>
</ul>
<p>The following companies are now certified for download in InsurancePro.<br />
<br />
For IVANS:</p>
<ul>
<li>America West Insurance Company, NAIC code 44270, for home</li>
<li>Battle Creek Mutual Insurance, NAIC code 16373, for home</li>
<li>Massachusetts Property Insurance Underwriting Association, NAIC code 91213, for home</li>
<li>Rhode Island Joint Reinsurance Association, NAIC code 91225, for home</li>
<li>First American P & C, NAIC code 37710, for home and auto</li>
<li>First American Specialty, NAIC code 34525, for home and auto</li>
<li>Mendota Ins, NAIC code 33650, for auto</li>
<li>Mendakota Insurance, NAIC code 22454, for auto</li>
<li>Home State County Mutual, NAIC code 29297, for auto</li>
<li>Consumer County Mutual, NAIC code 29246, for auto</li>
</ul>
<p>For Symbience:</p>
<ul>
<li>Arizona Automobile Insurance, NAIC code 11805, for auto</li>
<li>State National Insurance Co, NAIC code 12831, for auto</li>
<li>Southern Insurance Co, NAIC code 19216, for auto</li>
<li>Western Home, NAIC code 26395, for auto </li>
</ul>urn:uuid:56510 Things to Blog about on Your Insurance Website in June - Agency Marketing BlogFind 10 seasonal content ideas for your agency blog or email newsletter.2014-05-19T10:00:00Z2024-03-19T05:52:04Z<p><img alt="" src="/images/blog/185577378.jpg" style="width: 250px; height: 164px; float: right; margin: 5px;" />Once again, it’s time to come up with ideas for next month’s email newsletters and blog posts. Writing can be a tough process, so I’ve made it a little bit easier by coming up with 10 great ideas for you to write about for your agency’s content in June.</p>
<ol>
<li><strong>Friday the 13th (June 13)</strong>: This day gives many people the chills. Why not have a little fun? Share a scary story, whether a campfire classic or a modern tale. And while you’re at it, let your clients know if there are any local movie screenings of Friday the 13th or if The Rocky Horror Show is running at a local theatre so they can join the spooky fun.<br />
<br />
</li>
<li><strong>Father’s Day (June 15)</strong>: What do you like to do with your dad to celebrate this day? Whether you grill up a feast or hit the golf links, share some ideas with your clients. There’s only so many times you can buy your dad another new tie.<br />
<br />
</li>
<li><strong>Insurance Awareness Day (June 28)</strong>: While insurance is a no brainer to you and your staff, many of your clients may not know much beyond the fact that they want protection. Take this as an opportunity to teach your clients about the basics of insurance. Insurance 101, if you will.<br />
<br />
</li>
<li><strong>Commercial Liability Risks</strong>: While all businesses face liability risks year-round, some seasonal businesses have an increased risk during the summer months, like swim schools or beachside bars. This is the perfect time to share advice on how to minimize these risks and explain how liability coverage (and umbrella coverage too) can protect businesses.<br />
<br />
</li>
<li><strong>Hurricane Season</strong>: Starting June 1, the likelihood of hurricane formation is greatly increased. You can’t stop the flood waters, but you can prepare for them. Make a list of flood preparation tips. Don’t forget to remind your clients that flood insurance has a 30-day waiting period.<br />
<br />
</li>
<li><strong>Car Care</strong>: Washing your car helps get rid of dirt and debris that can damage the paint job and corrode metal components. But with summer droughts and water bans, you may not be able to wash your car in your driveway. Share local water restrictions and a list of car washes that will remain open during a ban.<br />
<br />
</li>
<li><strong>Road Tripping</strong>: Summer is a great time to travel with the kids, but how do you keep them occupied on a road trip? From classic car games to making up family stories, the possibilities can stretch as far as your creativity. I bet your clients would love to use some of your ideas to fend off the ‘ole reprise of “Are we there yet?” during the whole ride.<br />
<br />
</li>
<li><strong>Pool Care</strong>: Now is the prime season to splash around in the cool water, but who wants to swim in a dirty pool? Keeping up with pool maintenance not only keeps your pool working properly, but the clean water is also better for your health. Share some pool care tips so your clients can enjoy the best of summer.<br />
<br />
</li>
<li><strong>Beat the Heat</strong>: Summer can be rough! How do you cool down? Perhaps share some recipes for homemade popsicles, ice cream or sangria. Even better, offer some tips for cutting back on air conditioning costs while still keep the house cool.<br />
<br />
</li>
<li><strong>Summer Camp Packages</strong>: Your clients’ kids may be having a blast at summer camp, but that doesn’t mean they wouldn’t love to hear from their parents. I remember getting a package made a fun-filled day at camp even more exciting. What should your clients send over? Share your ideas for a summer camp package like candy, toys, sunglasses, markers and disposable cameras. And don’t forget a handwritten letter.</li>
</ol>
<p>Don’t get up just yet! With so many fresh ideas running through your head, there’s no better time to start writing your agency content for June. In fact, can you think of any other seasonal ideas to share with us?</p>urn:uuid:564Website Hero to Website Zero – Black Hat Series, Part 2 - Agency Marketing BlogLearn about the effects of bad backlinks and how to remedy the situation.2014-05-15T15:30:06Z2024-03-19T05:52:04Z<p><img alt="" src="/images/blog/109195046.jpg" style="width: 250px; height: 334px; float: left; margin-right: 10px; margin-bottom: 10px;" />Darmini’s blog Tuesday mentions how <a href="http://www.getitc.com/blog/marketing/2014/05/13/how-to-kill-your-brand-with-black-hat-seo#.U3S2wyg2A3J"><strong>black hat SEO can ruin an insurance agency website</strong></a> through low quality links and poor content. I’m going to show how these black hat SEO methods harmed my customer’s domain and what steps I took to fix it. </p>
<p>An agency hired an SEO firm to build thousands of backlinks for their insurance agency. In a couple of months, their phone started ringing off the hook, and they received online leads from prospects on a daily basis. Happy days were here again? Well, temporarily. As months went by, the phone rang less often and not many visitors contacted them through their website anymore. </p>
<p>A couple more months passed, but they did not see an improvement. The agent even picked up the phone to see if it was still working and tested the <strong><a href="http://www.getitc.com/products/websites/features/lead-generating-quote-forms">online forms</a></strong> on the website to see if that was the issue. Nope; both were working as they should. Not too long after this, they left their SEO firm and became my client at ITC. As Darmini mentioned yesterday, these backlinks didn’t work because they were too many low quality links with anchor text that were keyword stuffed. What happened next?</p>
<p>My first step in fixing their domain was to find all of the website’s backlinks using tools like Open Site Explorer, Majestic SEO, AHREFs, Google Webmaster Tools, Google Analytics and Blekko. Next, I sorted the backlinks by PageRank and how many links were on the same website and identified links with over-optimized anchor text. (Too many backlinks with the same anchor text.) </p>
<p>I thought about using link removal research tools and link removal outreach tools, but this method was, and still is, debated in the SEO community. Google recommends <a target="_blank" rel="nofollow" href="http://www.seroundtable.com/google-disavow-link-payment-17387.html"><strong>not using these tools</strong></a>, while SEO experts like Moz.com provides <a target="_blank" href="http://moz.com/blog/google-disavow-tool"><strong>a list of recommended removal tools to use</strong></a>. For this agency I decided to not use removal tools, because Google advised against it.</p>
<p>My next step was to <a target="_blank" rel="nofollow" href="https://www.google.com/webmasters/tools/disavow-links-main"><strong>submit these questionable backlinks</strong></a><strong> </strong>through Google Webmaster Tools, because there were many bad backlinks originating from the same domain. By submitting these backlinks, I showed Google I recognize that low quality backlinks were created and I want to remedy the situation. </p>
<p>Google’s link index for all domains isn’t up to date, so I ran the list of links through a tool called <a rel="nofollow" target="_blank" href="http://www.screamingfrog.co.uk/seo-spider/"><strong>Screaming Frog</strong></a> to identify links that are no longer working in the disavow file. I included the note “removed” with these links, otherwise Google may not know about them.</p>
<p>Even though my customer did not receive a warning from Google, I requested Google review the website for any issues. My customer wanted to keep the damaged domain active, so I decided to perform a temporary redirect from the damaged domain to a new one. I also changed all the <a target="_blank" href="http://www.getitc.com/products/websites/features/search-engine-optimized-website"><strong>good backlinks</strong></a> we built for the agency to point to the new domain. Their domain’s visibility and ranking have since improved. If it starts to fade again, we will analyze the situation and find another solution. <br />
<br />
My main point is this… SEO is a marathon, not a sprint. Aggressive SEO strategies, techniques and tactics used to focus on search engines and not a human audience are not only against Google's guidelines, but will most likely cause your website to be penalized or banned from search engine results.</p>
<p>Check out the last part of the Black Hat SEO series next week, in which Phillip Long will discuss how ITC follows Google's guidelines and how SEO is more about feeding content, not just links.</p>urn:uuid:562How to Kill Your Brand with Black Hat SEO - Black Hat Series, Part 1 - Agency Marketing BlogUsing black hat SEO will only hurt your brand in the long run. Learn what these methods are and why they don't work.2014-05-13T17:53:43Z2024-03-19T05:52:04Z<img style="width: 250px; float: left; margin-right: 7px;" src="/images/blog/180931771.jpg" alt="Search Engine Optimization" />In today's world, search engine optimization is an important part of online marketing and marketing in general. There are different methods to achieving success–some legal, and some not-so-legal. This is the first in a three part series discussing black hat SEO methods, how to recover from penalties after using these methods, if at all, and how ITC follows SEO best practices as set out by Google. We want to show you that although these techniques may seem quick-and-easy, there are very real consequences to using these crooked methods.<br />
<br />
Hopefully by now, everyone knows what <a href="http://www.getitc.com/blog/tag/seo/">search engine optimization</a> is, so I'll just get straight into what black hat SEO is, and how it can kill your brand. <br />
<br />
I've read a lot about black hat SEO methods and seen quite a few cases where black hat techniques have been used on websites. Here are some real life examples of black hat techniques:<br />
<br />
<h2 class="subtitle"><strong>Excessive Low Quality Links</strong></h2>
<br />
Agents with just a little bit of SEO knowledge can easily get carried away with get-rich-quick-SEO-schemes. Up until a few years ago, backlinks were an important part of SEO. However, black hat users have taken this method to the extreme by building excessive, poor quality backlinks. This involves creating backlinks on directory and article websites. A directory website is a site that has hundreds, if not thousands, of pages with the same content and only slight variations. Article websites are sites that accept articles, normally with spun, tenuous content, with obvious keyword stuffed anchor text. These sites do not have rich, unique content, which affects the quality of the website as a whole. As such, a backlink coming from a directory or article website adds very little value to your brand. <br />
<br />
There are readily available tools that can aid in creating backlinks in bulk and distributing them to directory websites. There are even tools that can automatically spin articles and spread them out to various article websites. Yet another way to do this, is to hire cheap labor from overseas who can build 100s of backlinks for just a few dollars. So you can see how tempting it is for an agent to want to use these detrimental techniques.<br />
<br />
<h2 class="subtitle">Poor Quality Content</h2>
<br />
Another technique to get to the top of the search engines in a short time is the type of content on your site. The extreme version is stuffing keywords in the title of your website (the most important SEO factor) and adding numerous versions of the same keyword on the homepage (the most important page on your website). Agents can easily create content for every line of business for every city and suburb in their surrounding areas. The easiest and most time efficient way to do that would be to use the same piece of content and change only the cities and lines of business, which equates to similar pages with very little variation. Plagiarized content is also a quick way to reduce the quality of your website. <br />
<br />
<h2 class="subtitle"><strong>What Does Google Say?</strong></h2>
<br />
Google addressed these very techniques in their Penguin and Panda algorithm updates in 2012 and 2011 respectively. They purposely down-ranked websites with excessive backlinks to directory and article websites. As such, sites with a high number of low quality backlinks that were ranking highly in the search engines, began to drop off in the rankings. The Panda update was responsible for down-ranking websites with low quality or "thin" content. <br />
<br />
Although it may seem like a quick-and-easy method to get to the top of Google, these methods only serve to pull your website further down the rankings, thereby reducing your website and brand visibility. It also shows the search engines and other webmasters the type of techniques you are willing to use, with no regard to the effect on your brand, which in turn displays your agency's lack of integrity.<br />
<br />
Google is invested in providing high quality websites to their users. Therefore, it's in your best interest to host a website with good quality, unique content with appropriate, relevant backlinks. If your content is good enough, other users will naturally want to link to you. This is the best way to get natural, relevant backlinks.<br />
<br />
Stay tuned for the next part of the Black Hat SEO series, where we will discuss <a href="http://www.getitc.com/blog/marketing/2014/05/15/website-hero-to-website-zero-black-hat-series-part-2">methods to recover from penalties received</a> after using the methods above.urn:uuid:561How to Take Your Email Marketing to the Next Level - Agency Marketing BlogThere are two things that make email marketing appealing as part of an online marketing plan: cost and effectiveness.2014-05-13T08:57:12Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 191px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/thinkstock/166106041.jpg" />There are two things that make email marketing appealing as part of an online marketing plan: cost and effectiveness.<br />
<br />
The cost to send emails to a list of prospects over the course of a year is minuscule compared to other marketing tactics such as advertising or direct mail. With these channels you pay a lot of money to produce an ad or promotional piece and hope people will see it and then decide to call you for a quote. Email marketing will deliver your marketing message right into your prospect's inbox and then tell you whether or not it was opened and clicked. If you want to know whether your marketing is working, what's not to like about that?<br />
<br />
This is why email marketing is effective. It is a direct line of communication between you and the consumer.<br />
<br />
Back in the beginning of email marketing, businesses would send blast emails, or the same email to their entire lists, and get good response. Today, email marketing can be even more effective by focusing on two key components: relevant content and segmentation.<br />
<br />
<strong>Content</strong><br />
<br />
The content of your emails matter. If it's not interesting or engaging, you will lose your audience's attention or, worse, your audience through unsubscribes. Here are some ideas for email marketing content:<br />
<ul class="ulStyle">
<li>Blog posts from your insurance agency website</li>
<li>Frequently asked questions</li>
<li>Agency news and events </li>
<li>Case study of how you helped a client</li>
<li>How to articles like how to reduce a risk or protect property</li>
<li>Contests or promotions</li>
<li>Community news and events</li>
</ul>
There are also resources available where you can get content. For example, agents who use our <a target="_blank" href="http://www.getitc.com/products/leadmanagement">agency marketing system AgencyBuzz</a> have a library of royalty-free articles they can use in their emails. This library has more than 250 insurance-related articles with new content added regularly.<br />
<strong><br />
Segmentation</strong><br />
<br />
Segmentation is an automated way to identify targeted groups of your larger database for a particular email. For example, if you're sending an email about life insurance, you wouldn't want to send it to clients who already have a life insurance policy with you. At best they will be annoyed by the unnecessary email. At worst they may take it as a sign that you don't care enough about them as clients to not send them email about a policy they already have and then you've lost clients. When you use segmentation to send your messages to the people who will be the most interested, you improve your email marketing through increased open and click through rates.<br />
<br />
As an insurance agent, you have access to a lot of information about your clients. Use this information to target specific parts of your database. You can segment your audience by line of business, carrier, or agency contact. <a target="_blank" href="http://www.getitc.com/blog/marketing/2013/01/10/using-distribution-lists-for-email-marketing-youre-doing-it-wrong">Check out this blog post from ITC's President Laird Rixford for more ideas.</a> <br />
<br />
If you want to take your email marketing to the next level, focus on sending relevant emails to segments of your audience instead of sending the same email to your entire list. You will not be disappointed.urn:uuid:560ACORD Forms Update (May 2014) - Agency Management BlogWe have updated these ACORD forms for users of agency management system InsurancePro.2014-05-08T13:59:58Z2024-03-19T05:52:04Z<span itemprop="articleBody">We have updated the below ACORD forms for InsurancePro users.<br />
<br />
<strong>Forms With New Revision Dates</strong><br />
</span><br />
<span itemprop="articleBody">81 2014/12 replaces 2013/09 - Personal Inland Marine Application (for use on or after 12/1/2014)</span><br />
<br />
<span itemprop="articleBody">88 2014/12 replaces 2013/09 - Personal Insurance Application (for use on or after 12/1/2014)</span><br />
<span itemprop="articleBody"><br />
89 2014/12 replaces 2012/02 - Residential Section (for use on or after 12/1/2014)<br />
<br />
125 2014/12 replaces 2013/09 - Commercial Insurance Application (for use on or after 12/1/2014)<br />
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127 2014/12 replaces 2012/03 - Business Auto Section (for use on or after 12/1/2014)<br />
<br />
128 2014/12 replaces 2012/04 - Garage and Dealers Section (for use on or after 12/1/2014)<br />
<br />
132 2014/12 replaces 2012/04 - Truckers/Motor Carriers Section (for use on or after 12/1/2014)<br />
<br />
140 2014/12 replaces 2011/10 - Property Section (for use on or after 12/1/2014)<br />
<br />
141 2014/12 replaces 2011/10 - Crime Section 2000 (for use on or after 12/1/2014)<br />
<br />
155 BM 2014/12 replaces 2004/12 - Boiler & Machinery Section 2002 (for use on or after 12/1/2014)<br />
<br />
160 2014/12 replaces 2011/10 - Business Owners Section (for use on or after 12/1/2014)<br />
<br />
180 2014/12 replaces 1/97 - Errors and Omissions Section (for use on or after 12/1/2014)<br />
<br />
188 2014/12 replaces 2010/06 - Employment Related Practices Liability Section (for use on or after 12/1/2014)<br />
<br />
281 2014/12 replaces 2011/10 - Personal Inland Marine Section (for use on or after 12/1/2014)<br />
<br />
282 2014/12 replaces 2012/03 - Watercraft Section (for use on or after 12/1/2014)<br />
<br />
283 2014/12 replaces 2013/09 - Personal Umbrella Application Section (for use on or after 12/1/2014)<br />
<br />
327 2014/12 replaces 2006/04 - Airport and FBO Liability Section (for use on or after 12/1/2014)<br />
<br />
328 2014/12 replaces 2006/04 - Private Hangar Liability Section (for use on or after 12/1/2014)<br />
<br />
329 2014/12 replaces 2009/06 - Aviation Products Liability (for use on or after 12/1/2014)<br />
<br />
330 2014/12 replaces 2009/04 - Aircraft Section (for use on or after 12/1/2014)<br />
<br />
402 2014/12 replaces 2009/03 - Agriculture Property Section (for use on or after 12/1/2014)<br />
<br />
403 2014/12 replaces 2007/09 - Agriculture Property Section – Scheduled and Unscheduled Farm Personal Property (for use on or after 12/1/2014)<br />
<br />
404 2014/12 replaces 2007/09 - Agriculture Liability Section (for use on or after 12/1/2014)<br />
<br />
407 2014/12 replaces 2011/11 - Livestock Mortality Section (for use on or after 12/1/2014)<br />
<br />
821 2014/05 replaces 2013/01 - Producer Information Form (PIF)<br />
<br />
61 IL 2015/01 replaces 2003/03 - Illinois Auto Supplement (for use on or after 1/1/2015)<br />
<br />
<br />
<strong>New Forms</strong><br />
<br />
83 FL 2014/12 - Florida Personal Umbrella Application (for use on or after 12/1/2014)<br />
<br />
188 AR 2014/12 - Arkansas Employment Related Practices Liability Section (for use on or after 12/1/2014)<br />
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188 MN 2014/12 - Minnesota Employment Related Practices Liability Section (for use on or after 12/1/2014)<br />
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188 MT 2014/12 - Montana Employment Related Practices Liability Section (for use on or after 12/1/2014)<br />
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283 FL 2014/12 - Florida Personal Umbrella Application Section (for use on or after 12/1/2014)<br />
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855 NY 2014/05 - New York Construction Certificate of Liability Insurance Addendum<br />
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<strong>Corrections or Modifications to Existing Forms</strong><br />
<br />
83 2013/09 - Personal Umbrella Application<br />
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125 2013/09 - Commercial Insurance Application<br />
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127 2012/03 - Business Auto Section<br />
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132 2012/04 - Truckers/Motor Carriers Section<br />
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283 2013/09 - Personal Umbrella Application Section<br />
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827 2008/01 - Employment Practices Liability Insurance Section<br />
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62 FL 2013/12 - Florida Commercial Auto Supplement<br />
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90 FL 2014/01 - Florida Personal Auto Application<br />
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862 FL 2013/12 - Florida Personal Auto Supplement<br />
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90 MN 2011/06 - Minnesota Personal Auto Application<br />
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90 MN 2014/12 - Minnesota Personal Auto Application (for use on or after 12/1/2014)<br />
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90 OH 2014/12 - Ohio Personal Auto Application (for use on or after 12/1/2014) </span>urn:uuid:559Stop Guessing Which Colors to Use for Your Insurance Website - Agency Marketing BlogStumped on which colors to use for your insurance agency website? Here's how to get the exact color you want. 2014-05-07T16:14:00Z2024-03-19T05:52:04Z<p>When it comes to color, all of us tend to interpret it differently. We have an idea in mind, but when someone shows us the color, it can look different from what we imagined. This is due to a number of reasons. If you’re viewing the color online, your monitor might be calibrated differently. If you’re viewing it in person, the lighting might be off. Or it can even go as deep as genetics, and how different pairs of eyes perceive the same colors.<br />
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<img alt="" width="506" height="380" src="/images/blog/476552051.jpg" /><br />
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</p>
An integral part of designing any project is making sure the colors are what you want. But with so many factors in how we perceive colors, how can you make sure your color choices match what you describe to your graphic designer?
<p>There’s one way that will give you a 100% chance of making sure your colors are what you want… the Pantone Color Matching System. The Pantone Color Matching System is a standardized color reproduction system. By standardizing the colors, different manufacturers in different locations can all refer to the Pantone system to make sure colors match without direct contact with one another.</p>
To give you an example, have you ever wanted a new color for a room in your home? At the home improvement store in the paint section is a large display of rows and rows of colors that seemingly create different shades of the same rainbow. This is called a Pantone Swatch. What does the Pantone Color Matching System mean for you and your marketing projects? Well, you can find the Pantone swatch of the exact color you want and give that swatch to your graphic designer. Your designer will find that same Pantone swatch in his or her design program, and the colors will match perfectly.
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<img alt="" src="/images/blog/200331902-001.jpg" /><br />
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<p>Now where can you find this handy system? A simple Google search for “Pantone chart” will get you a plethora of website choices to find the exact color that you want. I’ve included a list of popular websites where you can get a Pantone swatch.</p>
<p>Get the most out of your investment, and make sure you’re absolutely happy with your design choices by ensuring the colors in your project are exactly what you want with the Pantone Color Matching System. </p>
<p><a href="http://www.cal-print.com/InkColorChart.htm">http://www.cal-print.com/InkColorChart.htm</a></p>
<p><a href="http://media.wix.com/ugd/f1b430_430015ef6fe30ca2226c5ee9247ebb7b.pdf">http://media.wix.com/ugd/f1b430_430015ef6fe30ca2226c5ee9247ebb7b.pdf</a></p>
<p><a href="http://www.nwreinc.com/PMS_Color_Chart.pdf">http://www.nwreinc.com/PMS_Color_Chart.pdf</a></p>
<p><a href="https://www.pantone.com/pages/pantone/colorfinder.aspx">https://www.pantone.com/pages/pantone/colorfinder.aspx</a></p>
<p><a href="http://www.printingassoc.com/pmscolor.html">http://www.printingassoc.com/pmscolor.html</a></p>urn:uuid:557The 2 Most Influential Pages on an Insurance Agency Website - Agency Marketing BlogAfter you get a potential client on your insurance website, what pushes them to call the number at the top of your agency website?2014-05-05T10:00:00Z2024-03-19T05:52:04Z<p>After you get a potential client on your insurance website, what pushes them to call the number at the top of your website? Other agencies offer the same products as you do. Potential clients know this and calculate several factors when making decision.</p>
<p>While consumers compile their list of insurance agencies to call, there are a few pages they look at on your agency website that can sway them to pick up the phone to call you.</p>
<p><strong>About Us Page</strong></p>
<p>In the digital age, where anyone can create any kind of website, online fraud and scammers are out there. A blank <em>About Us</em> page raises a red flag for your online visitors and it may be the tip that throws you off the scale and causes your visitors to leave your website. So who are you really?</p>
<p>Writing specific information about your agency helps convince potential clients that you are a legitimate business. You also will give them a good idea of what your agency is like. Add in details about when you were founded and by whom. This helps show how well-established and experienced your agency is, while adding in city names that your offices have done business in also slips in some good keywords to help you optimize the page for search engines.</p>
<p><strong><img alt="Testimonials" src="/images/blog/Thinkstock/153690252.jpg" style="width: 250px; height: 182px; float: left; margin-right: 10px; margin-bottom: 10px;" />Testimonials Page</strong></p>
<p>More people trust reviews about your agency than an agency’s official advertising. When talking to an insurance agent or reading information on your website, the consumer knows that you are trying to sell him or her something. There will always be speculation on how much of the good things you are saying are true.</p>
<p>Let your current clients sell you. Posting solid, positive reviews about your insurance agency on your website will increase the chances of a phone call. Ask your clients to honestly review your agency and post their unedited comments on your insurance website to provide the essential social proof to all of your visitors.</p>
<p>But be wary of tossing out all negative or mediocre reviews. While you do not want to post incorrect information or hateful comments, it is better than having a suspiciously high percentage of 5-star reviews. You may give off the impression that real clients are not actually writing the reviews, and that your testimonials page is a trick, which is an impression you want to avoid at all costs.</p>
<p>Help your online visitors decide to call you by improving the most influential pages of your insurance agency website. The more information you give your potential clients about your agency, the more comfortable they can feel that you are the best fit for their insurance needs.</p>urn:uuid:558How Business Basics Can Make a Difference to Your Agency - Agency Marketing BlogHow Business Basics Can Make a Difference to Your Agency2014-04-30T17:00:00Z2024-03-19T05:52:04Z<strong>Phone Etiquette<img alt="" src="/images/blog/Thinkstock/78769490.jpg" style="width: 300px; height: 300px; float: right; margin-bottom: 10px; margin-left: 10px;" /></strong>
<p>How you answer the phone could play the biggest role in whether a customer buys a policy from you or the next person on Google. There are a handful of polite ways to answer the phone that will leave a great impression on a potential customer. First, let’s go over how you <em>shouldn’t </em>answer the phone.</p>
<p> </p>
<p><here>
</here></p>
<p> </p>
<p>“Hello?” Is this a polite way to answer a phone as a business?</p>
<p> </p>
<p>“Insurance.” One word. Nothing else. How is a customer supposed to know who they called?</p>
<p> </p>
<p>“Insurance office.” Same as above. How is this polite?</p>
<p> </p>
<p>Sometimes your greeting is limited by your physical location. If you share a building with more than one business and have one receptionist, you won’t be able to answer with your insurance agency name. Typically, though, this isn’t an issue.</p>
<p> </p>
<p>So, how should you answer the phone? Here are a few tips:</p>
<ol>
<li style="color: black; vertical-align: baseline;">Answer promptly. Are you talking with a co-worker when the phone rings? Tell your co-worker to hold on and answer the phone.</li>
<li style="color: black; vertical-align: baseline;">Be professional and enthusiastic. Don’t sound like you just woke up and don’t care about the person on the line. This could be the only impression of your agency that the person gets. Ultimately, your clients are paying your salary.</li>
<li style="color: black; vertical-align: baseline;">Ask before you put someone on hold, and give him or her a chance to respond. If the person says no, ask to take a message. If the caller is on hold longer than 45 seconds, pick up and ask if he or she would like to continue holding or for you to take a message. <em>Never forget someone is on hold</em>.</li>
<li style="color: black; vertical-align: baseline;">Never answer an incoming call on speaker phone.</li>
<li style="color: black; vertical-align: baseline;">Miss a call? You need voicemail. Make sure you let the customer know your hours, location, your website URL and that they can access it 24/7.</li>
<li style="color: black; vertical-align: baseline;">If you don’t know something, don’t let the customer know that. Say “Let me find out for you.”</li>
</ol>
<p> </p>
<p>And now for a couple of examples of how to answer the phone.</p>
<p> </p>
<p>“Thank you for calling ITC, this is Phillip, how can I help you today?”</p>
<p> </p>
<p>“Good morning/afternoon and thank you for calling ITC, this is Phillip, how can I assist you?”</p>
<p> </p>
<p>“It’s a great day at ITC, this is Phillip, how may I help you?”</p>
<p> </p>
<p><strong>Email Collection</strong> </p>
<p>Collecting emails is one of the most important things an insurance agency can do. Email is the easiest way to contact a client and is the best way to market to them as well. Before hanging up with a client, every person on your staff should check your agency’s records to make sure an email address is on file for that client. If there is no email address on file, get one. I have heard the excuse that certain demographics don’t have emails or that people won’t give them up. I don’t believe that. Give your staff an internal contest to collect emails. Offer a dinner for two or some movie tickets once a month to whoever gets the most email addresses. </p>
<p> </p>
<p>Let’s say your clients really do always say they don’t have an email address. Here is a great tip: never use a yes or no question to collect emails. When someone asks me for my email, I always say no because it was given as an option. Here are three ways to ask for emails that don’t use a yes or no question: </p>
<ol>
<li style="color: black; vertical-align: baseline;">“Would you like me to send information about your policy to your personal or work email?”</li>
<li style="color: black; vertical-align: baseline;">“Some carriers offer a discount for keeping an email address on file. Which email do you want me to use to try and get you a discount?”</li>
<li style="color: black; vertical-align: baseline;">“Do you have a Facebook account? Great. What email address do you use to log in?”</li>
</ol>
<p> </p>
<p>Test these out, and see which one works best for you.</p>urn:uuid:555The Long or Short Form Debate - Agency Marketing BlogShould my agency website have a short form that collects basic contact information or a more complete form that captures more information? 2014-04-29T14:48:36Z2024-03-19T05:52:04ZShould my agency website have a short form that collects basic contact information or a more complete form that captures more information? This is a question frequently asked by our <a href="http://www.insurancewebsitebuilder.com/">Insurance Website Builder </a>customers.
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Before I begin, let me explain what constitutes a lead. Of course we want fully qualified leads with complete information all the time. Unfortunately, in the real world, people are short on time, and we, as marketers, need to be respectful of that time.
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For example, I run into you at the coffee shop. You mention to me that you are an insurance agent. Coincidentally, I am looking to update my coverages in the near future. (If you are using a connected tablet and our web-based <a href="http://www.turborater.com/">TurboRater</a> product, you could quote and bind right there. That, however, is another blog entry.) My order comes up, and I am already late for a meeting so I hand you my business card and reach for the door. My business card simply has my name, phone number and email address. Armed with that information plus the knowledge that I am in the market for a new policy, you now have what you need to move forward within the sales process. That is a lead.
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<strong>Short Form</strong><br />
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You will absolutely get more leads with a shorter form. Period. We have seen this time and time again through our website analytics. The more questions you ask, the less the likelihood a website visitor will convert into a lead. When you ask more complex questions, like VIN numbers and violation history, or questions that give a privacy-minded individual a moment of pause, like Social Security Number or driver’s license, the chances drop even more. With less information these leads will not be well qualified.
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Should you use a short form? That depends on how well your sales organization is running. Do you have a <a href="http://www.getitc.com/products/leadmanagement/">follow-up marketing program</a> that will immediately drip on these less complete leads? Will your staff consistently and expeditiously contact the leads to get the rest of the story? If you answered yes to both of these questions, go with the short form. It should ask no more than line of business, name, phone number, email address and optionally postal code (for geo-locating the lead).
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<strong>Long Form</strong>
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The job of a longer form should not be to ask every single question required to provide an exact quote (would they even tell the truth?) without ever talking to the client. Instead, a long form should provide a better qualified lead. ITC has learned through our thousands of customer websites that when you start asking the harder questions, lead completion drops.
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When you extend the length of your form, ask questions that better qualify the lead. Do you need to know their Social Security Number at this point? Instead, why not ask a question like “are you a homeowner?” Couple the fact that they have good enough credit to get a home with the number of cars, and drivers, and you have a decent idea where you will most likely place the business. This applies to virtually all lines of business that have complex underwriting data elements.
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If you do offer a super long form that asks every question required for rating the risk, you better provide something valuable at the end. If a person takes the time to fill out tons of questions only to receive a simple “thanks, we’ll get back to you,” they will feel like they wasted their time, and you just started the relationship off on the wrong foot. Instead, provide them with a comparative rate, maybe even with the option to <a href="http://www.getitc.com/release/2014/03/26/itc-releases-binding-online-with-turborater-for-websites">bind the policy online</a>.
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Additionally, I recommend that you paginate the form so the visitor does not see hundreds of questions scrolling below. Provide them with a progress bar to give them an idea of how far along they are in the process. When using these two suggestions, think about the user’s experience. Section the questions into like groups (all driver questions, all vehicle questions and all violation questions) while keeping the number of questions per page between five and 10. Do not create a 15-page form that asks three questions per page.
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Next, I would recommend that unless you are going to provide the user a real credit-scored comparative rate, never ask for a Social Security Number. Many people, including myself, will not provide that over the web.
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<strong>Progressive Capture</strong>
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A third option is a combination of both short and long form and is available within ITC’s <a href="http://www.getitc.com/products/rating/features/website-rating">TurboRater for Websites</a> <a href="http://www.getitc.com/products/rating/features/website-rating">online comparative rating system</a>. This method collects and stores the information progressively as a visitor moves through the process. The first page asks the basic questions recommended for a short form. The next page asks additional questions, such as location, prior coverage etc. As you get deeper, the questions get more complex, such as driver, vehicle and violation information. All along the way, the system is storing the information as the user steps through each page. This way, even if a visitor abandons the quote form, you will have the information they have entered up to the point of abandonment.
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<strong>Conclusion
</strong><br />
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Now that you know the pros and cons of each of the form types, the choice ultimately comes down to how aggressive you are with the leads that come in. When I handed you my business card, was that enough for you and your staff to get into contact with me and continue? Yes. Is your organization prepared to handle that scenario? If not, I suggest you fix that first.
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Once you have a process (both technological- and personnel-related) in place, I would lean towards the short form as often as possible. If you need to ask more questions, make sure it is progressively capturing the information. Long forms should be arranged to better qualify the lead, not get all the information needed to close the deal.
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Finally, <em>offer both!</em> Allow a person looking for a quick contact the opportunity to provide minimal information while offering a more complete and comprehensive quote to visitors willing to part with more of their information and their time.urn:uuid:556Masters of Marketing: Branding Your Landing Pages - Agency Marketing BlogIn yesterday's Masters of Marketing, Stephanie discussed how to brand your landing pages.2014-04-25T10:00:00Z2024-03-19T05:52:04ZIn yesterday's Masters of Marketing, I went over landing pages and how to design them to match your brand and purpose. You can <a href="https://attendee.gotowebinar.com/recording/4850256210495071746">listen to the recording here </a>or view the slides below.<br />
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<iframe width="476" scrolling="no" height="400" frameborder="0" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/34101984"></iframe><br />
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Jennifer Fitzsimmons will host the May Masters of Marketing webinar on Thursday, May 22 at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). She will discuss how to grow your email list organically. <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">You can register here</a> if you're not currently registered for Masters of Marketing.urn:uuid:554ACORD Forms Update (March 2014) - Agency Management BlogWe have updated these ACORD forms for users of agency management system InsurancePro.2014-04-22T14:40:40Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for InsurancePro users.<br />
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<strong>Forms With New Revision Dates</strong><br />
90 AR 2014/12 - Arkansas Personal Auto Application (for use on or after 12/1/2014)<br />
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90 DC 2014/12 - District of Columbia Personal Auto Application (for use on or after 12/1/2014)<br />
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90 IA 2014/12 - Iowa Personal Auto Application (for use on or after 12/1/2014)<br />
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90 IL 2014/12 - Illinois Personal Auto Application (for use on or after 12/1/2014)<br />
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90 KS 2014/12 - Kansas Personal Auto Application (for use on or after 12/1/2014)<br />
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90 KY 2014/12 - Kentucky Personal Auto Application (for use on or after 12/1/2014)<br />
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90 LA 2014/12 - Louisiana Personal Auto Application (for use on or after 12/1/2014)<br />
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90 MN 2014/12 - Minnesota Personal Auto Application (for use on or after 12/1/2014)<br />
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90 MO 2014/12 - Missouri Personal Auto Application (for use on or after 12/1/2014)<br />
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90 MT 2014/12 - Montana Personal Auto Application (for use on or after 12/1/2014)<br />
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90 NC 2014/12 - North Carolina Personal Auto Application (for use on or after 12/1/2014)<br />
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90 NE 2014/12 - Nebraska Personal Auto Application (for use on or after 12/1/2014)<br />
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90 OK 2014/12 - Oklahoma Personal Auto Application (for use on or after 12/1/2014)<br />
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90 OR 2014/12 - Oregon Personal Auto Application (for use on or after 12/1/2014)<br />
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90 SD 2014/12 - South Dakota Personal Auto Application (for use on or after 12/1/2014)<br />
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90 TN 2014/12 - Tennessee Personal Auto Application (for use on or after 12/1/2014)<br />
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90 UT 2014/12 - Utah Personal Auto Application (for use on or after 12/1/2014)<br />
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90 WI 2014/12 - Wisconsin Personal Auto Application (for use on or after 12/1/2014)<br />
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137 AR 2014/12 - Arkansas Commercial Auto (for use on or after 12/1/2014)<br />
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137 DC 2014/12 - District of Columbia Commercial Auto (for use on or after 12/1/2014)<br />
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137 IA 2014/12 - Iowa Commercial Auto (for use on or after 12/1/2014)<br />
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137 IL 2014/12 - Illinois Commercial Auto (for use on or after 12/1/2014)<br />
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137 KY 2014/12 - Kentucky Commercial Auto (for use on or after 12/1/2014)<br />
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137 MN 2014/12 - Minnesota Commercial Auto (for use on or after 12/1/2014)<br />
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137 MO 2014/12 - Missouri Commercial Auto (for use on or after 12/1/2014)<br />
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137 MT 2014/12 - Montana Commercial Auto (for use on or after 12/1/2014)<br />
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137 NC 2014/12 - North Carolina Commercial Auto (for use on or after 12/1/2014)<br />
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137 OK 2014/12 - Oklahoma Commercial Auto (for use on or after 12/1/2014)<br />
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137 OR 2014/12 - Oregon Commercial Auto (for use on or after 12/1/2014)<br />
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137 SD 2014/12 - South Dakota Commercial Auto (for use on or after 12/1/2014)<br />
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137 TN 2014/12 - Tennessee Commercial Auto (for use on or after 12/1/2014)<br />
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137 UT 2014/12 - Utah Commercial Auto (for use on or after 12/1/2014)<br />
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137 WI 2014/12 - Wisconsin Commercial Auto (for use on or after 12/1/2014)<br />
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138 AR 2014/12 - Arkansas Garage and Dealers (for use on or after 12/1/2014)<br />
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138 DC 2014/12 - District of Columbia Garage and Dealers (for use on or after 12/1/2014)<br />
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138 IA 2014/12 - Iowa Garage and Dealers (for use on or after 12/1/2014)<br />
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138 IL 2014/12 - Illinois Garage and Dealers (for use on or after 12/1/2014)<br />
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138 KY 2014/12 - Kentucky Garage and Dealers (for use on or after 12/1/2014)<br />
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138 MN 2014/12 - Minnesota Garage and Dealers (for use on or after 12/1/2014)<br />
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138 MO 2014/12 - Missouri Garage and Dealers (for use on or after 12/1/2014)<br />
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138 MT 2014/12 - Montana Garage and Dealers (for use on or after 12/1/2014)<br />
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138 NC 2014/12 - North Carolina Garage and Dealers (for use on or after 12/1/2014)<br />
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138 OK 2014/12 - Oklahoma Garage and Dealers (for use on or after 12/1/2014)<br />
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138 OR 2014/12 - Oregon Garage and Dealers (for use on or after 12/1/2014)<br />
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138 SD 2014/12 - South Dakota Garage and Dealers (for use on or after 12/1/2014)<br />
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138 TN 2014/12 - Tennessee Garage and Dealers (for use on or after 12/1/2014)<br />
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138 UT 2014/12 - Utah Garage and Dealers (for use on or after 12/1/2014)<br />
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138 WI 2014/12 - Wisconsin Garage and Dealers (for use on or after 12/1/2014)<br />
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290 AR 2014/12 - Arkansas Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 DC 2014/12 - District of Columbia Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 DE 2014/12 - Delaware Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 IA 2014/12 - Iowa Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 IL 2014/12 - Illinois Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 KS 2014/12 - Kansas Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 KY 2014/12 - Kentucky Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 LA 2014/12 - Louisiana Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 MN 2014/12 - Minnesota Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 MO 2014/12 - Missouri Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 MT 2014/12 - Montana Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 NC 2014/12 - North Carolina Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 NE 2014/12 - Nebraska Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 NV 2014/12 - Nevada Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 OK 2014/12 - Oklahoma Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 OR 2014/12 - Oregon Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 SD 2014/12 - South Dakota Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 TN 2014/12 - Tennessee Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 UT 2014/12 - Utah Personal Auto Application Section (for use on or after 12/1/2014)<br />
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290 WI 2014/12 - Wisconsin Personal Auto Application Section (for use on or after 12/1/2014)<br />
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854 CA 2014/04 - California FAIR Plan Property Insurance, Application for Dwelling Insurance<br />
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855 CA 2014/04 - California FAIR Plan Property Insurance, Application for Commercial Insurance<br />
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856 CA 2014/04 - California FAIR Plan Property Application for Businessowners (BOP) Insurance<br />
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<strong>Corrections or Modification to Existing Forms</strong><br />
160 2011/10 - Business Owners Application<br />
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825 2013/09 - Professional/Specialty Insurance Application<br />
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832 2011/09 - Miscellaneous E&O Section<br />
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90 AK 2014/12 - Alaska Personal Auto Application (for use on or after 12/1/2014)<br />
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90 AL 2014/12 - Alabama Personal Auto Application (for use on or after 12/1/2014)<br />
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90 AZ 2014/12 - Arizona Personal Auto Application (for use on or after 12/1/2014)<br />
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90 CA 2014/12 - California Personal Auto Application (for use on or after 12/1/2014)<br />
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90 CO 2014/12 - Colorado Personal Auto Application (for use on or after 12/1/2014)<br />
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90 CT 2014/12 - Connecticut Personal Auto Application (for use on or after 12/1/2014)<br />
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90 GA 2014/12 - Georgia Personal Auto Application (for use on or after 12/1/2014)<br />
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90 HI 2014/12 - Hawaii Personal Auto Application (for use on or after 12/1/2014)<br />
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90 ID 2014/12 - Idaho Personal Auto Application (for use on or after 12/1/2014)<br />
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90 IN 2014/12 - Indiana Personal Auto Application (for use on or after 12/1/2014)<br />
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90 MD 2014/12 - Maryland Personal Auto Application (for use on or after 12/1/2014)<br />
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90 ME 2014/12 - Maine Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 MI 2014/12 - Mississippi Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 ND 2014/12 - North Dakota Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 NH 2014/12 - New Hampshire Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 NJ 2014/12 - New Jersey Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 NM 2014/12 - New Mexico Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 OH 2014/12 - Ohio Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 PA 2014/12 - Pennsylvania Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 PR 2014/12 - Puerto Rico Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 RI 2014/12 - Rhode Island Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 SC 2014/12 - South Carolina Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 TX 2014/12 - Texas Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 VA 2014/12 - Virginia Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 VI 2014/12 - Virgin Islands Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 VT 2014/12 - Vermont Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 WA 2014/12 - Washington Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 WV 2014/12 - West Virginia Personal Auto Application (for use on or after 12/1/2014)<br />
<br />
90 WY 2014/12 - Wyoming Personal Auto Application (for use on or after 12/1/2014)urn:uuid:55310 Things to Blog about on Your Insurance Website in May - Agency Marketing BlogFind 10 seasonal content ideas for your agency blog or email newsletter.2014-04-21T10:47:04Z2024-03-19T05:52:04Z<p><img alt="" style="width: 300px; height: 200px; float: right; margin-left: 10px; margin-bottom: 5px;" src="/images/blog/Thinkstock/114283196.jpg" />Have you been staring at a blank Word document, taunted by the blinking cursor? It’s hard to write an email newsletter or blog post when you can’t think of a good topic. That’s why I’ve put together a list of 10 great ideas to write about to help you get a jump start on your agency’s content for May.</p>
<ol>
<li><strong>Cinco de Mayo (May 5th)</strong>: While many people celebrate Cinco de Mayo by drinking beer and margaritas, there are plenty of interesting cultural tidbits to learn about before the fiesta starts. Did you know that the day originally celebrated the Mexican victory during the Battle of Puebla? It’s the perfect time to give your clients some fun historical facts and talk about the nutrients and healing properties found within foods that come from south of the border, such as chili peppers, cilantro and avocados.<br />
<br />
</li>
<li><strong>Mother’s Day (May 11th)</strong>: Share some of your favorite ways to pamper your mother. Do you take her somewhere special or cook a nice meal? Your clients will appreciate the Mother’s Day tips so they can plan their own day to celebrate mom.<br />
<br />
</li>
<li><strong>Memorial Day (May 26th)</strong>: Many people travel over Memorial Day weekend, so this is a good time to talk about travel safety tips and travel insurance. Equally as popular, hosting a BBQ party can be a fire hazard, which makes it a good time for grilling safety tips. You may even throw in a recipe or two to remind clients that fun is as important as safety.<br />
<br />
</li>
<li><strong>Allergy relief</strong>: Are you struggling with itchy eyes, a drippy nose and constant sneezing? Over-the-counter medicines rarely seem to do the trick, but many natural remedies—a saline nasal wash, Eucalyptus oil, HEPA air filters etc.—have been known to relieve allergy symptoms. Try the remedies out and share your experiences with your clients.<br />
<br />
</li>
<li><strong>Skin Protection</strong>: We all know that being in the sun for extended periods of time can cause serious skin damage. Remind your clients to apply sunscreen or wear long-sleeved shirts and/or brimmed hats when spending time outdoors this summer.<br />
<br />
</li>
<li><strong>Extreme heat risks</strong>: Not only can heat cause dehydration, sun burn and heatstroke, but it can also warp or crack your car’s dashboard and other interior components. Compile a list of tips for handling extreme heat so your clients can protect themselves and their vehicles.<br />
<br />
</li>
<li><strong>Summer home concerns</strong>: Summer also brings unique risks to homeowners. For instance, we have to water our foundation here in Texas because of the clay in our soil. Inform your clients of any local summer needs, along with seasonal liability risks, including trampolines and swimming pools.<br />
<br />
</li>
<li><strong>Water shortage</strong>: Many areas of the country see less rainfall during the hot summer months, and some cities even undergo water bans. How do people prepare for a water shortage? Here’s your chance to let them know.<br />
<br />
</li>
<li><strong>Children’s activities</strong>: Once school is out for the summer, many parents suffer through the whines of bored children. That’s no fun for anyone. Help parents out by making a list of a few children’s activities, like community sports leagues and arts and crafts projects, to give parents a head start on occupying their kids.<br />
<br />
</li>
<li><strong>Natural disasters</strong>: Spring and summer bring warm weather, but it’s not always sunny. In fact, most tornadoes and hurricanes occur during this time of year. Many people are unclear about the details of home insurance, so explain the natural disasters that are included and those that are excluded from standard policies.</li>
</ol>
<p>With 10 new fresh content ideas in mind, take the afternoon to type up your next few email newsletters or blog posts. What other seasonal ideas can you come up with?</p>urn:uuid:552Putting Your Best Foot-er Forward: Completing the User Experience - Agency Marketing BlogUsing the footer to complete the user experience on your website and promote conversions.2014-04-15T10:21:00Z2024-03-19T05:52:04Z<p><img alt="" src="/images/blog/Thinkstock/164550991.jpg" style="width: 250px; height: 299px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Doing a quick search for web design inspirations and ideas, a common theme quickly becomes apparent. Every screenshot focuses on website headers. Naturally, I started to look for something to set all these designs apart.</p>
<p>I scroll from top to bottom, looking for something that’s not flashy but still catches my eye. There are a few surprises to be found on these websites. Fancy slideshow transitions. Infinite scrolling on a homepage. A responsive web design. All of these are impressive, but there’s an even simpler element that catches my eye and tells me a lot about an insurance agency website. It’s the last thing I look at, and I’m always hopeful that it will leave a lasting impression: the footer.</p>
<p>It’s easy for the footer to be an afterthought, a trash can or synonymous with ‘the fine print.’ So here are a few easy tips to keep in mind next time you’re reviewing or creating your own website. These tips will also help ensure the footer is not where the user experience actually ends. In successful cases, an optimized footer can encourage people to visit other pages on your site, thereby improving probability of a conversion. </p>
<h2 class="subtitle" style="display: inline; font-weight: bold;">Use hierarchy</h2>
<br />
Start with what’s important, and use alignment, scale and placement. Feel free to include valuable content and engage users with your social media presence. The footer is also like an organized navigation area for websites, so start by grouping links into identifiable categories. Footer links typically have the lowest click-through rates, so make sure you’re only putting links your visitors actually care about. Which leads to the next tip… <br />
<br />
<h2 class="subtitle" style="display: inline; font-weight: bold;">Don’t create an SEO dumpster</h2>
<br />
It still happens. People stuff keywords into the footer thinking it will be ignored by users and picked up by search engines. This is an easy trap to fall into, but even easier for search engines to penalize websites for the bad practice. <br />
<br />
<h2 class="subtitle" style="display: inline; font-weight: bold;">Build trust and show personality</h2>
<br />
The problem with most stock footers is that they are generic. The usual suspects are links to the homepage, about page, contact information, and some legal jargon for good measure. Instead, try making your phone number prominent or having an alternate contact email address. Show your hours of operation, have a live chat option or even display testimonials from satisfied clients. Don’t leave any room for visitors to guess when you’re available or whether you can help them. <br />
<br />
<h2 class="subtitle" style="display: inline; font-weight: bold;">Get a conversion before they leave</h2>
<br />
So many websites are throwing forms, popup windows or talking spokespeople in visitors’ faces these days trying anything and everything to get contact information out of visitors. It’s all about conversions, so accept that and ask for a conversion one last time. Try including a short call to action or a simple form in the footer. <br />
<p>The footer is probably the most neglected design element on a website. Headers are honed to perfection, and the footer leaves many opportunities untapped. There will never be a perfect footer, but you should always be able to point out areas that could use improving. So remember to make your footer functional yet engaging. It should offer an effective way to navigate the site, interesting content to engage visitors, and be an area able to provide help and leave a lasting impression overall. </p>
<p><strong>A few examples:</strong><br />
<br />
Don't be afraid to get bold with the hierarchy.<br />
<br />
<img style="width: 100%; height: auto; border: 0px solid;" alt="Remarkable Insurance Template Footer" src="/images/blog/remarkable.JPG" /><br />
<br />
<br />
<br />
Go for the conversion one last time.<br />
<br />
<img style="width: 100%; height: auto; border: 0px solid;" alt="Ideal Insurance Template Footer" src="/images/blog/ideal.JPG" /><br />
<br />
<br />
<br />
Showcase customer testimonials, and be personable.<br />
<br />
<img style="width: 100%; height: auto; border: 0px solid;" alt="Sample Insurance Template Footer" src="/images/blog/sample.JPG" /></p>urn:uuid:551InsurancePro and the Heartbleed Vulnerability - Agency Management BlogLearn how the InsurancePro platform is not affected by the Heartbleed vulnerability.2014-04-10T11:42:18Z2024-03-19T05:52:04ZThe Heartbleed vulnerability within the open source library OpenSSL (<a href="http://web.nvd.nist.gov/view/vuln/detail?vulnId=CVE-2014-0160 ">CVE-2014-0160</a>) has received a significant amount of attention this week. When this vulnerability is exploited the server might reveal critical data such as user name, passwords, or SSL private key information to an attacker. Many of our customers have asked us whether this vulnerability affects ITC’s offerings, specifically InsurancePro. We are happy to confirm that Heartbleed does not affect our management products and services.<br />
<br />
<strong>
The Long Version<br />
</strong><br />
For those who like more than the short and sweet, I will explain further. For all of our servers and products, ITC uses Microsoft technologies for development and hosting. All Windows operating systems and IIS (the web server within Windows) versions do not use OpenSSL but instead use a proprietary encryption component Secure Channel. Load balancers, secure web gateways and firewalls employed within the platform use unaffected technologies and are not vulnerable to Heartbleed. <br />
<br />
Proactively, attack vector signatures were added to ITC’s intrusion detection devices hours after Heartbleed was discovered. This action allowed us to verify that even if a server was vulnerable to attack, the incident would have been logged and blocked before any data was compromised.<br />
<br />
As always, ITC is committed to the security of you and your customer’s data. We only use technologies that are supported and accounted for by their respective manufacturers and refrain from using open source technologies that might create a vulnerability that is not actively supported by an interested party.
<br />
<br />
Finally, many websites and services around the Internet were affected by this critical vulnerability. Please review <a href="http://mashable.com/2014/04/09/heartbleed-bug-websites-affected/">this site</a> for a comprehensive list of sites that were affected by Heartbleed. If you share a common password with one of the affected websites and ITC’s services, we highly recommend you change both passwords immediately.<br />
<br />
If you have any questions, feel free to leave them in the comments below or contact us at (800) 383-3482 or support@getitc.com.<br />
<br />
<strong>
Referenced Sources</strong><br />
<br />
NIST Vulnerability Summary for CVE-2014-0160<br />
<a href="http://web.nvd.nist.gov/view/vuln/detail?vulnId=CVE-2014-0160">http://web.nvd.nist.gov/view/vuln/detail?vulnId=CVE-2014-0160</a> <br />
<br />
Information about HeartBleed and IIS<br />
<a href="http://blogs.technet.com/b/erezs_iis_blog/archive/2014/04/09/information-about-heartbleed-and-iis.aspx">http://blogs.technet.com/b/erezs_iis_blog/archive/2014/04/09/information-about-heartbleed-and-iis.aspx<br />
</a>
<br />
The Heartbleed Hit List: The Passwords You Need to Change Right Now<br />
<a href="http://mashable.com/2014/04/09/heartbleed-bug-websites-affected/ ">http://mashable.com/2014/04/09/heartbleed-bug-websites-affected/</a>urn:uuid:550TurboRater and TurboStorm and the Heartbleed Vulnerability - Agency Rating BlogLearn how the TurboRater and TurboStorm platforms are not affected by the Heartbleed vulnerability.2014-04-10T11:36:33Z2024-03-19T05:52:04ZThe Heartbleed vulnerability within the open source library OpenSSL (<a href="http://web.nvd.nist.gov/view/vuln/detail?vulnId=CVE-2014-0160 ">CVE-2014-0160</a>) has received a significant amount of attention this week. When this vulnerability is exploited the server might reveal critical data such as user name, passwords, or SSL private key information to an attacker. Many of our customers have asked us whether this vulnerability affects ITC’s offerings, specifically TurboRater and TurboStorm. We are happy to confirm that Heartbleed does not affect our rating products and services.<br />
<br />
<strong>
The Long Version<br />
</strong><br />
For those who like more than the short and sweet, I will explain further. For all of our servers and products, ITC uses Microsoft technologies for development and hosting. All Windows operating systems and IIS (the web server within Windows) versions do not use OpenSSL but instead use a proprietary encryption component Secure Channel. Load balancers, secure web gateways and firewalls employed within the platform use unaffected technologies and are not vulnerable to Heartbleed. <br />
<br />
Proactively, attack vector signatures were added to ITC’s intrusion detection devices hours after Heartbleed was discovered. This action allowed us to verify that even if a server was vulnerable to attack, the incident would have been logged and blocked before any data was compromised.<br />
<br />
As always, ITC is committed to the security of you and your customer’s data. We only use technologies that are supported and accounted for by their respective manufacturers and refrain from using open source technologies that might create a vulnerability that is not actively supported by an interested party.
<br />
<br />
Finally, many websites and services around the Internet were affected by this critical vulnerability. Please review <a href="http://mashable.com/2014/04/09/heartbleed-bug-websites-affected/">this site</a> for a comprehensive list of sites that were affected by Heartbleed. If you share a common password with one of the affected websites and ITC’s services, we highly recommend you change both passwords immediately.<br />
<br />
If you have any questions, feel free to leave them in the comments below or contact us at (800) 383-3482 or support@getitc.com.<br />
<br />
<strong>
Referenced Sources</strong><br />
<br />
NIST Vulnerability Summary for CVE-2014-0160<br />
<a href="http://web.nvd.nist.gov/view/vuln/detail?vulnId=CVE-2014-0160">http://web.nvd.nist.gov/view/vuln/detail?vulnId=CVE-2014-0160</a> <br />
<br />
Information about HeartBleed and IIS<br />
<a href="http://blogs.technet.com/b/erezs_iis_blog/archive/2014/04/09/information-about-heartbleed-and-iis.aspx">http://blogs.technet.com/b/erezs_iis_blog/archive/2014/04/09/information-about-heartbleed-and-iis.aspx<br />
</a>
<br />
The Heartbleed Hit List: The Passwords You Need to Change Right Now<br />
<a href="http://mashable.com/2014/04/09/heartbleed-bug-websites-affected/ ">http://mashable.com/2014/04/09/heartbleed-bug-websites-affected/</a>urn:uuid:549Insurance Website Builder and AgencyBuzz and the Heartbleed Vulnerability - Agency Marketing BlogLearn how the Insurance Website Builder and AgencyBuzz website and marketing platforms are not affected by the Heartbleed vulnerability.2014-04-10T11:23:51Z2024-03-19T05:52:04ZThe Heartbleed vulnerability within the open source library OpenSSL (<a href="http://web.nvd.nist.gov/view/vuln/detail?vulnId=CVE-2014-0160 ">CVE-2014-0160</a>) has received a significant amount of attention this week. When this vulnerability is exploited the server might reveal critical data such as user name, passwords, or SSL private key information to an attacker. Many of our customers have asked us whether this vulnerability affects ITC’s offerings, specifically Insurance Website Builder and AgencyBuzz. We are happy to confirm that Heartbleed does not affect our website and marketing products and services.
<br />
<strong><br />
The Long Version<br />
</strong><br />
For those who like more than the short and sweet, I will explain further. For all of our servers and products, ITC uses Microsoft technologies for development and hosting. All Windows operating systems and IIS (the web server within Windows) versions do not use OpenSSL but instead use a proprietary encryption component Secure Channel. Load balancers, secure web gateways and firewalls employed within the platform use Microsoft technologies and are not vulnerable to Heartbleed. <br />
<br />
Specific to Insurance Website Builder customers, we use third-party vendors for email hosting. These vendors are IceWarp and Rackspace. While IceWarp does utilize OpenSSL, the 10.4.5 version that ITC uses for email hosting employs a branch of the OpenSSL library that is not vulnerable. As for Rackspace, they have confirmed that Heartbleed has not affected any of their public facing servers related to their email hosting services. Rackspace does have systems that are vulnerable that reside outside the realm of their email hosting products. While these do not affect ITC customers, they are actively patching these servers.<br />
<br />
Proactively, attack vector signatures were added to ITC’s intrusion detection devices hours after Heartbleed was discovered. This action allowed us to verify that even if a server was vulnerable to attack, the incident would have been logged and blocked before any data was compromised.<br />
<br />
As always, ITC is committed to the security of you and your customer’s data. We only use technologies that are supported and accounted for by their respective manufacturers and refrain from using open source technologies that might create a vulnerability that is not actively supported by an interested party. <br />
<br />
Finally, many websites and services around the Internet were affected by this critical vulnerability. Please review <a href="http://mashable.com/2014/04/09/heartbleed-bug-websites-affected/">this site</a> for a comprehensive list of sites that were affected by Heartbleed. If you share a common password with one of the affected websites and ITC’s services, we highly recommend you change both passwords immediately.
If you have any questions, feel free to leave them in the comments below or contact us at (800) 383-3482 or <a href="mailto:support@getitc.com">support@getitc.com</a>.<br />
<strong><br />
Referenced Sources<br />
</strong><br />
NIST Vulnerability Summary for CVE-2014-0160
<br />
<a href="http://web.nvd.nist.gov/view/vuln/detail?vulnId=CVE-2014-0160">http://web.nvd.nist.gov/view/vuln/detail?vulnId=CVE-2014-0160</a><br />
<br />
Information about HeartBleed and IIS
<br />
<a href="http://blogs.technet.com/b/erezs_iis_blog/archive/2014/04/09/information-about-heartbleed-and-iis.aspx">http://blogs.technet.com/b/erezs_iis_blog/archive/2014/04/09/information-about-heartbleed-and-iis.aspx</a><br />
<br />
IceWarp Forum Post Relating to OpenSSL 1.0.1g HeartBeat Bug
<br />
<a href="http://forum.icewarp.com/forum/content.php?242-Download-Patched-OpenSSL-Heartbeat-Bug-Windows">http://forum.icewarp.com/forum/content.php?242-Download-Patched-OpenSSL-Heartbeat-Bug-Windows</a> <br />
<br />
Rackspace Protect Your Systems From ‘Heartbleed’ OpenSSL Vulnerability
<br />
<a href="http://www.rackspace.com/blog/protect-your-systems-from-heartbleed-openssl-vulnerability/">http://www.rackspace.com/blog/protect-your-systems-from-heartbleed-openssl-vulnerability/</a> <br />
<br />
The Heartbleed Hit List: The Passwords You Need to Change Right Now<br />
<a href="http://mashable.com/2014/04/09/heartbleed-bug-websites-affected/">http://mashable.com/2014/04/09/heartbleed-bug-websites-affected/</a>urn:uuid:548The History of Search Engine Optimization - Agency Marketing BlogThe most important factors affecting search engine optimization over the past two decades.2014-03-31T18:14:39Z2024-03-19T05:52:04Z<img src="/images/blog/a_history_of_seo.jpg" alt="A History of SEO" style="width: 200px; float: right; margin-left: 7px;" />Here are the most important factors affecting search engine optimization over the past two decades:
<ul>
<li>Did you know the first search engines were edited manually, by humans, and not robot spiders?</li>
<li>The first person to create a web crawler, appropriately named Web Crawler, was Brian Pinkerton in 1994. It generated a list of the top 25 websites.</li>
<li>Till 1997, Yahoo search was still run by humans. If there were no human-powered results, only then would crawler-based results show up from partners.</li>
<li>In 1998, Google launches. They create PageRank to analyze and rank websites more accurately.<br />
<blockquote><strong>Extra:</strong> PageRank is a link analysis algorithm used by Google to help determine the relative importance of a website. Every website is given a Google PageRank score between 0 and 10 on an exponential scale<a href="http://www.bruceclay.com/blog/what-is-pagerank/" target="_blank">. </a><br />
</blockquote></li>
<li>Google continues to work on their PageRank feature by introducing a PageRank toolbar, so that SEOs can now check and record PageRank. Google also launches Adwords in 2000.</li>
<li>In 2002, the practice of Google bombing begins. This is where numerous backlinks are created to rank a website highly for unrelated searches.</li>
<li>Three years after Adwords is launched, Google releases Adsense, in 2003. The search algorithm undergoes the Florida update that penalizes keyword stuffing and anchor text over-optimization tactics that were popular in the late 90s.</li>
<li>In order to deal with blog spam, Google releases the nofollow tag in 2005. This is supported by both MSN and Yahoo.<br />
<blockquote><strong>Extra: </strong>The nofollow tag is a way publishers can tell search engines not to count some of their links to other pages as “votes” in favor of that content<a href="http://searchengineland.com/infographic-nofollow-tag-172157" target="blank">.</a><br />
</blockquote></li>
<li>The incredibly useful <a href="http://www.getitc.com/blog/tag/google%20analytics/">Google Analytics</a> is launched. This helps SEOs to analyze websites, giving SEOs a great way to evaluate and monitor the performance of their campaigns.</li>
<li>There are rumors flying around about the Google Sandbox. This is a filter that affects new website rankings. </li>
<li>In 2006, XML Sitemaps are launched and supported by all of the major search engines.<br />
<blockquote><strong>Extra:</strong> Sitemaps are a way to tell Google about pages on your site that they might not otherwise discover. In its simplest terms, an XML Sitemap—usually called Sitemap, with a capital S—is a list of the pages on your website<a target="_blank" href="https://support.google.com/webmasters/answer/156184?hl=en">.</a><br />
</blockquote></li>
<li>The most visible of updates, at least to the layman, is launched in 2008. Google Suggest provides SEOs with another method to assist with keyword research.</li>
<li>With the increasing popularity of social networking, Google uses real-time social results to provide more updated results in 2009.</li>
<li>Microsoft launches Bing in May 2009. In July Microsoft and Yahoo! announce a deal in which Bing would power Yahoo! Search.</li>
<li>In 2010, both Google & Bing confirm Twitter & Facebook influence SEO.</li>
<li>In March of 2011, Bing surpasses Yahoo as the second most popular search engine. </li>
<li>
Google launches real-time search including Twitter results. This ends in 2011, when Google's deal with Twitter expires.
</li>
<li>2011 sees a major algorithm update, called Panda by Google. Its aim is to prevent sites with low quality content from acquiring top tier rankings</li>
<li>2012 sees another major update, the release of Google's Penguin. It's aim is to punish websites that are building low quality links. Grey hat tactics like article spinning, blog networks and directories become black hat.</li>
<li>In the same year, Google releases a disavow tool to help websites recover from penalties due to bad backlinks.</li>
</ul>
So there you have it. It's amazing to think how much search engines have changed over the past 20 years. If you find this interesting, but would still like someone else to handle your <a href="http://www.insurancewebsitebuilder.com/solutions/agency_marketing/search_engine_optimization/">website's SEO and Marketing</a>, then call ITC, and the Insurance Website Builder team can help you make sense of all of this and more.urn:uuid:547The Solution for Independent Agents to Quoting and Selling Online - Agency Rating BlogWith TurboRater for Websites, independent agents can offer multiple insurance carrier's quotes with the option to bind online.2014-03-27T22:22:51Z2024-03-19T05:52:04Z<p><img alt="" style="float: right;" src="/images/blog/Quote_Buy_Insurance_Online.png" />For the past several years, we have seen a significant increase in the number of auto insurance quotes being requested online. The latest studies from comScore, the global leader of digital measurement and analytics show that 67% of insurance shoppers start their research online. comScore also reports that of those online shoppers, 83% obtain more than one quote. Our internal quote data reinforces these studies as we saw a 38% increase in online quotes through <a href="http://www.turborater.com/products/rating/features/website-rating" target="_blank">TurboRater for Websites</a> from 2012 to 2013 with the trend continuing upward in 2014. In addition to the number of quotes received online, comScore also reports an increase in the number of shoppers that want to purchase their policy online.</p>
<p>To capture market share in the online venue, we have seen several insurance carriers come out with “online portals” for their agents to place on their websites. These portals allow online prospects to complete the fulfillment process and bind the policy right from the agent’s website with no intervention required by the agent. </p>
<p>Unfortunately though, several problems arise with the use of individual carriers online portals. The first and most prominent issue is these portals are being used by independent insurance agents. What is an independent agent? An agent that represents MULTIPLE insurance carriers. If only one of the agent’s carriers is offering an online portal, then their online shoppers are only obtaining quotes from one of their carriers. What is the likelihood that one carrier is going to offer a competitive price to every person that obtains a quote from the agent’s website? Minimal, otherwise, the agent would have no need for multiple carriers and would simply place all of their business with the one carrier. Therefore, the agent has not put their best face forward when they have presented a quote for only one of their carriers. For those prospects that the one carrier did not offer a competitive quote, the agent will lose. The online shopper is not going to take the time to call the agent and ask for a quote from the rest of their companies. Instead, the online prospect will remember that agency provided a high quote and they will never return. The lead is lost. The marketing dollars the agent spent to get that lead to their site is lost.</p>
<p>For those agents that have multiple carriers with online portals, they are faced with another quandary. They have to find a way to navigate the online prospect to the portal that will provide the prospect with the most competitive rate. We have seen agents try to get very creative with this navigation process. Many have multiple buttons on their website such as “Click here for a liability quote” and “Click here for a full coverage quote” or another common set of buttons are “Click here for a quote with a license”, “Click here for a quote without a license”. I have even seen several agencies have four to five different buttons “Click here for a quote with a matricula”, “Click here for a quote with a passport” and it goes on and on and on. The problem with this tactic though is there are too many choices for the online prospect. </p>
<p>As the nation’s largest provider of websites to the independent agency channel, we have designed over 5000 websites for agents. Our websites are award winning with the awards not based on the “looks” of our websites, but instead the awards were based on the performance of our websites. The performance was measured by the premium volume the websites generated. We know what it takes to get an online visitor through a quote process. This is our area of expertise – effective website design. Asking too many questions, presenting too many options to an online prospect is one of the fastest ways to turn them off and send them looking for a competitor to get an easy quote. This practice of presenting multiple options to go through before they can start the quote process is no different than calling a business and having to listen to multiple menu options before you can find out what number to push to get the answer to your question. It’s frustrating and there are just too many other websites that make it easy to get a quote. Therefore, having multiple online portals and attempting to navigate your online prospect to the “right” portal will increase abandon rates, in other words, increase the number of online visitors that simply leave.</p>
<p>Another problem with these online portals is the quotes that do get entered into them are not sent to the agent’s rating nor agency management system. How is the agent supposed to track these quotes or policies? What about the leads that do not convert to sales? For example, maybe the online visitor had to exit the quote process because they got interrupted. Did the agent get the contact information they need to follow up with the online prospect at a later date? Most likely not. What if the online prospect stopped in the middle of the quote and decided instead they want to call the agent and talk to a live person. The agent has no record of the quote. The online prospect has to start from scratch. How frustrating! Is that really the impression an agent wants to give to someone trying to get a quote? </p>
<p>While agents recognize the need to allow their consumer to purchase online, they do not want to be confined to only representing only the few of their carriers. They want the ability to represent ALL of their carriers. This is where TurboRater for Websites comes in. With this tool, agents can offer MULTIPLE quotes to their online prospects without requiring the online prospect to enter their quote information into multiple portals. Just like agents use comparative raters to enter their quote in once and get multiple quotes, TurboRater for Websites allows online prospects the same. </p>
<p>Throughout the entire quote process, the quote information is stored in the agent’s TurboRater account so the agent at all times has all of their prospect’s information. With all of their quotes stored in one central location, agents can measure and monitor their quote volume and closing ratios. TurboRater for Websites gives agents the control they need to effectively and efficiently quote and sell insurance online.</p>
<p>If a consumer requests a quote from TurboRater for Websites and either does not complete the quote process or does not choose at that time to purchase the policy, ITC’s automated agency marketing system AgencyBuzz starts a follow up email campaign designed to help the agent close the sale. Agents who use this follow up process from AgencyBuzz report a 27% increase in closing ratios and a 7% cumulative increase in client retention.</p>
<p>But most importantly, through TurboRater for Websites, agents give their online prospects the opportunity to get quoted through ALL of the agent’s carriers, thus reinforcing the most important reason to choose an independent agent. For those quotes that are presented from our Bind Online carriers, the online prospect can finish the process by simply clicking the “Buy Now” button and completing the application and payment process. No action is required by the agent. </p>
<p>Every year more and more insurance shoppers turn to the Internet to start their research. The Internet has given the insurance consumer more choices than ever before. This is exactly why a consumer should choose an independent agent – choices. With TurboRater for Websites, independent agents can clearly demonstrate the advantage they have over direct writers by offering quotes from multiple insurance carriers and providing the consumer the means to purchase the policy of their choice online.</p>
<p> </p>urn:uuid:546Masters of Marketing: How to Rank in Google Local - Agency Marketing BlogHow to rank in Google Local and ideas for gathering online reviews.2014-03-27T16:43:31Z2024-03-19T05:52:04ZIn today's Masters of Marketing, I went over local listings, online reviews and how you can build up your online reviews to help your agency appear in local listings. <a target="blank" href="https://attendee.gotowebinar.com/recording/8447607567195778049">You can listen to the recording here.</a> To download the online reviews infographic, <a href="http://www.getitc.com/emailmarketing/iwbnewsletters/reviews.pdf" target="_blank">click here</a>.<br />
<br />
<iframe width="427" scrolling="no" height="356" frameborder="0" style="border-style: solid; border-color: #cccccc; -moz-border-top-colors: none; -moz-border-right-colors: none; -moz-border-bottom-colors: none; -moz-border-left-colors: none; border-image: none; border-width: 1px 1px 0px; margin-bottom: 5px; max-width: 100%;" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/32990964?rel=0"> </iframe>
<div style="margin-bottom: 5px;"> <strong> <a target="_blank" title="Masters of Marketing: How to Rank in Google Local" href="https://www.slideshare.net/iwb_insurance/how-to-rank-in-google-local">Masters of Marketing: How to Rank in Google Local</a> </strong> from <strong><a target="_blank" href="http://www.slideshare.net/iwb_insurance">Darmini Kara</a></strong> </div>
<br />
Stephanie Te will host the April Masters of Marketing webinar on Thursday, April 24 at 12 p.m. CDT (1 p.m. EDT, 11 a.m. MDT, 10 a.m. PDT). She will discuss branding landing pages, including what makes a good landing page design, how to design them for the target market and why it's important to brand them like your website. <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">You can register here</a> if you're not currently registered.urn:uuid:544The Secret to What Clients Want From Your Insurance Agency Website - Agency Marketing BlogConsumers want four things from your website. Here’s how you can provide each of these things on your agency website.2014-03-26T10:00:00Z2024-03-19T05:52:04ZWebsites exist to provide answers to and interact with their target audience. Insurance websites need to charm potential clients while providing service and being helpful to current clients at the same time. In order to accomplish both objectives, you need to know what prospects and clients want from your insurance agency website.<span style="line-height: normal;"><br />
</span><br />
I’ll let you in on the secret. Consumers want four things from your website. Here’s how you can provide each of these things on your agency website.<br />
<span style="line-height: normal;"><br />
</span><br />
<strong>They Want to Request Quotes</strong><br />
The main reason potential clients visit insurance websites is to request a quote. They may be first- time policy buyers or shopping around to see if someone can beat their current policy. If a visitor to your website does not see a place where he or she can get a quote, you will lose the visitor and potential sale to a competitor.<br />
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Take advantage of your home page to add effective calls to actions. A well- placed <em>Get a Quote</em> button or even a short lead-capture form on a home page will make it easy for your visitors to get started. Once they have filled out a form, they will feel more accomplished and be more likely to fully convert from prospect to long term clients.<br />
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</span><br />
<strong>They Want to Contact You</strong><br />
A potential client may be shopping around for an agent they can talk to. Insurance has many technical parts and can often be confusing. Make it easy for your website visitors to find your phone number, and your calls will increase.<span style="line-height: normal;"><br />
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Contact information is also helpful for your current clients. If your phone number and office address are clearly visible, it is easier for your current clients to call you about combining policies, making payments, or renewing their policies with you. An open channel of communication is one of the most important parts of client retention and will make your agency look very personable.<br />
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<strong><img alt="" src="/images/blog/Thinkstock/109195046.jpg" style="float: right; margin-top: 10px; margin-bottom: 10px; margin-left: 10px;" />They Want to Get Information</strong><br />
An inexperienced insurance shopper is hit with a lot of terms and concepts that he or she may not be familiar with when looking for coverage. This makes prospective clients more wary of buying insurance because they do not fully understand it and may worry that they're not getting a fair deal.<span style="line-height: normal;"><br />
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Prove yourself as the expert in your field. As an agent, you are knowledgeable about the insurance industry and can educate prospects on what they need to know. Post to your blog and give specific, helpful information throughout your website to make a visitor feel more comfortable about buying a new policy.<br />
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<strong>They Want to Make Payments and File Claims</strong><br />
If you want to help your retention efforts, make it easy for your current client to make payments and file claims by providing this information on your agency website. Providing the option for your clients to pay their bills online directly from your website will make your website more useful and help your clients keep their policies current.<span style="line-height: normal;"><br />
</span><br />
Filing a claim is a stressful situation. Finding information on how to file a claim should not be. The easier you make the claims process, the quicker you will de-stress a chaotic situation and leave a favorable impression of your agency. <br />
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</span><br />
If your website meets your clients’ expectations, the happier they will be and likelier to not look elsewhere for a better policy. And if your website is informative and makes quoting easy, your website visitors will be more willing to become current clients.urn:uuid:54310 Things to Blog about on Your Insurance Website in April - Agency Marketing BlogNeed ideas for your agency blog or email newsletter? Here are 10 seasonal tips for April to get your creative juices flowing.2014-03-24T09:34:52Z2024-03-19T05:52:04Z<p><img alt="" style="width: 200px; height: 134px; margin-right: 10px; margin-bottom: 5px; float: right;" src="/images/blog/Thinkstock/114283196.jpg" />April is next week. As you start working on your agency newsletters or blog posts for next months, I’ve put together a list of 10 great ideas to write about to help you get a jump start for next month.</p>
<ol>
<li>
<h2 class="subtitle">Spring cleaning</h2>
Share tips or tricks to knock out spring cleaning in just hours or a cheap, natural solution to a common household cleaner. Ease the daily lives of your clients and share pointers for making easy work out of a boring chore.<br />
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</li>
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<h2 class="subtitle">Spring showers and flooding</h2>
April showers bring May flowers, but they can also cause flooding. If your agency serves areas that are prone to flooding, write about how to prep a home for a flood, along with safety tips and information for flood cleanup.<br />
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</li>
<li>
<h2 class="subtitle">Tornado season</h2>
Though tornados can occur at any time, spring is ripe with the conditions necessary for tornados to form. Similar to the flooding idea, offer tips and warnings that apply to tornado safety and seeking shelter if one is spotted.<br />
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</li>
<li>
<h2 class="subtitle">Gardening and lawn care tips</h2>
With the sun shining and the rains falling, many people enjoy gardening or reseeding their lawn. Do you have the greenest lawn in the neighborhood? How about a fresh herb garden in your backyard? Pass on the advice so your clients can delight in their own green thumb.<br />
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</li>
<li>
<h2 class="subtitle">Travel safety</h2>
Whether driving cross-country or cruising to paradise, empty houses are left unoccupied for several days or even weeks. Thieves target homes that appear to be empty, but there are many tactics that can give a home the façade of occupancy while its owners are away. I bet your clients would love to learn about those precautions.<br />
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</li>
<li>
<h2 class="subtitle">Moving tips</h2>
Many people prefer to move while the weather is warm, making this a great time to offer tips for efficient packing, selecting a moving company and even homeowner’s or renter’s insurance.<br />
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</li>
<li>
<h2 class="subtitle">Easter festivities</h2>
Easter is a time for families to gather. Fun as that may be, it also goes hand-in-hand with the stress of planning. Include some of your favorite Easter recipes in your newsletter, or share your favorite Easter games and activities to help your clients easily plan the day’s events.<br />
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</li>
<li>
<h2 class="subtitle">April Fool’s Day</h2>
Pulling pranks isn’t for everyone, but April Fool’s Day is a great excuse for some innocent workplace fun. Organize an employee game day or pass out silly toys (googly eye glasses, Slinkies etc.) to walk-in clients. You can share your wacky ideas with your clients so they can bring the fun into their own workplaces or homes.<br />
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</li>
<li>
<h2 class="subtitle">Spring liability risks</h2>
Kids are once again enjoying outdoor activities, which can affect a homeowner’s liability risk. Swimming pools and trampolines are as dangerous as they are fun if not enjoyed with safety in mind. You already know this, but do your clients? Share some pointers on how to make these warm weather activities safer for everyone.<br />
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</li>
<li>
<h2 class="subtitle">Outdoor fitness</h2>
We all know exercising is important to stay in good health. The gym can get tiresome, but there are plenty of outdoor exercise options. Do you enjoy running or biking through the park? Share your outdoor fitness favorites to promote the overall wellness of your clients.</li>
</ol>
<p>Now that your imagination is running wild with fresh content ideas, it’s the perfect time to type up your next few blog posts or email newsletters. Do you have any other seasonal ideas? We’d love to hear what you’ve come up with!</p>urn:uuid:542Email Marketing is Changing - Agency Marketing BlogEmail marketing hasn't changed much in the last few years. Some may things it's a dead form of marketing. But that's changing!2014-03-21T14:11:30Z2024-03-19T05:52:04ZEmail marketing isn't new, and it may not even feel that exciting to a lot of marketers anymore. We've been using it for years to keep in touch with and maintain relationships with customers - so it's lost a little of it's luster. Some may even say it's old hat. That is changing though. <br />
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Lately, with the increasing use of smartphones, tablets and other mobile applications, we’ve seen email marketing's effectiveness continue to rise. However, many agencies are not adapting to mobile which could have disastrous effects.<br />
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Below is an inforgraphic from <a target="_blank" href="http://blog.kissmetrics.com/email-marketing-is-changing/?wide=1">KISSmetric</a><a target="_blank" href="http://blog.kissmetrics.com/email-marketing-is-changing/?wide=1">s</a> explaining what's changing for email marketing to adapt to <a target="_blank" href="http://www.getitc.com/blog/marketing/2013/05/23/5-tips-to-becoming-a-mobile-marketing-guru#.UyyQcYWWluY">mobile</a>, and gives some tips to improve your email marketing to mobile customers. <br />
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The AgencyBuzz team already creates templates that are mobile friendly for you and we've done several webinars on using <a target="_blank" href="https://attendee.gotowebinar.com/recording/245048510260086786">images</a> and <a target="_blank" href="https://vimeo.com/getitc/review/86426683/99b8115cf4">content</a> effectively for better delivery and engagement rates. We'll continue to bring you more information on mobile marketing. If you need more information or help making your emails more mobile friendly, give us a call and we'll be happy to help. <br />
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Click on the infographic below to see a full sized view:<strong><br />
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<a href="http://blog.kissmetrics.com/email-marketing-is-changing/"><img src="http://blog.kissmetrics.com/wp-content/uploads/2013/09/Email-Marketing-is-Changing_520.png" alt="Email Marketing is Changing" /></a><br />
Source: <a href="http://blog.kissmetrics.com/email-marketing-is-changing/">Email Marketing is Changing</a>urn:uuid:541Which Colors are the Best for Your Insurance Website? - Agency Marketing BlogSelecting the right colors for your insurance agency website is important since you want the colors to evoke the right response from your visitors. 2014-03-18T12:01:50Z2024-03-19T05:52:04ZThe overall color palette of a website is one of the first things people notice. Colors affect people psychologically. The impact colors have on the human psyche directly influences thought, moods and behavior. So, selecting the right colors for your insurance agency website is important since you want the colors to evoke the right response from your visitors. <br />
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In order to successfully sell insurance products from your website, it is important to understand the role that color psychology plays in online marketing. For instance, yellow and red grab attention, provoke excitement and stimulate people into taking action. When red is paired with gray, the combination incites impulsiveness. Blue is associated with trustworthiness, loyalty and competence. The color white is seen as professional, especially when viewed on a business website.<br />
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Colors can and should affect the layout of your insurance website. Dominant colors should be used throughout the design and represent the line of business that your company is associated with. Hints of complimentary colors should be used sparingly to draw attention to important parts of your website. <br />
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For example, if you sell health insurance, cooler shades of green and blue could be used as the dominant colors, while subtle splashes of orange or red could be used to draw attention to company contact information or quote forms. <br />
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Different insurance products need different combinations of color on a website. Below are some examples and explanations of the dominant colors that would best represent the various lines of business.<br />
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<h2 class="subtitle">Commercial Insurance</h2>
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Bold, slightly darker blues and greens usually work best when representing commercial insurance products since blue creates the perception of security and professionalism, and green is associated with wealth and success. If you are a smaller contractor, fun, vibrant shades of these same colors will successfully represent your business as they will also evoke a sense of cheerful confidence.<br />
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<h2 class="subtitle">Corporate</h2>
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Corporate insurance websites work best when there is a lot of white with hints of blues and green. Lots of white space asserts the appeal of professionalism on a website. The type of blue and green that should be used depends on how you want to portray your agency. For example, if you want to evoke a sense of modernism, then brighter, slightly more saturated blues and greens would work best. If you want to portray your company as older and more established, then dark, bold versions of blue and green should dominate the color scheme.<br />
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<h2 class="subtitle">High Value
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High value agencies are best represented when the dominant colors on their website are black and/or white. Black is a powerful and sleek color that is often used to market luxury products. When white is the dominant color, it creates the desired appearance of simplicity, class and professionalism for a high value insurance agency. In collaboration, the two colors create the type of classy, timeless and upscale presence that attracts high value clients.<br />
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<h2 class="subtitle">Small Town Agency</h2>
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Warm and casual colors are perfect for indicating the personal, down-to-earth feel of a small town agency. Warm colors, such as red, orange and yellow, energize and uplift. These colors tend to have a positive effect on people and communicate a sense of closeness and security, which is necessary when working with a small town insurance agent. <br />
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<h2 class="subtitle">Personal Insurance</h2>
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Choosing colors that represent personal insurance on your website depends on the type of clients you want to attract. For example, if you are targeting affluent clients, you would want to use colors such as black, white and green since those colors are associated with wealth. Whereas if you are appealing to middle class clients, then warm, welcoming colors like red and orange would communicate enthusiasm and friendliness. Finally, bright, slightly saturated, and friendly colors such as bright green, yellow and bright blue would make your agency appear more approachable to lower income customers.<br />
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Make sure you don’t use too many colors, which can make your website look messy and unprofessional. Two to five colors total is sufficient and effective for your website design. You also want to make sure that the website colors compliment your logo. This will reinforce your branding efforts.<br />
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Color is one of the most powerful methods of design. It has the unique ability to attract the customers you are targeting and encourage them to choose you. Selecting the right colors to represent your agency will communicate the purpose and products that your agency sells. It will also help to evoke the response that you desire the most from your customers.urn:uuid:540Is Your Website Perfectly Optimized? - Agency Marketing BlogThe more optimized a website is, the greater the chance it will be found on the web.2014-03-14T17:35:48Z2024-03-19T05:52:04Z<br />
<img alt="" style="width: 200px; height: 165px; float: left; margin-right: 10px;" src="/images/blog/187916211.jpg" />When your website is optimized well, it will have a better chance of ranking highly in search engines, earning traffic from social networks like Twitter, Facebook, LinkedIn, Google+ among others. Your website will also be worthy of backlinks and shares from across the web and it can facilitate in building your brand, trust and potential to convert prospects into customers. <br />
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<h2 class="subtitle">Content and Graphics</h2>
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Great quality content and graphics are a must. Is the content on your home page difficult to follow and is it unique? Does it have a smooth flow? Or is the content on your home page found on many other sites? Is the content on your page written for the search engines or the reader? Peppering keywords throughout your content may work well for search engine visibility, but it may turn off your visitors. You’re an insurance authority and your content should be a reflection of that. What sets you apart from other insurance agencies? Project your unique agency image through good writing. If your website is using images that are pixelated or distorted, visitors will perceive your site to have less authority. Use the highest quality version of the image that you can find.<br />
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<h2 class="subtitle">Keyword Targeted Pages</h2>
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For keyword targeted pages, your keywords need to be in the title, description, header tags and placed in the content in a way that makes it sound organic and natural. Your title should be 65 characters or less, the description should be 150 characters or less and header tags should be between 15 and 65 characters. With Insurance Website Builder sites you have the ability to customize the URLs for most of your pages. You should take advantage of this. For example, if your page is about car insurance in Dallas, a good custom URL would be: www.agencyname.com/car-insurance/dallas.aspx. Bold the keywords in your content. Search engines place more SEO value on keywords that are bolded or italicized. Use a clear image on this page and built-in forms work well. Built-in forms on pages help your conversion rate, because the visitor does not have to make the extra effort of clicking on another button to leave their contact information.<br />
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<h2 class="subtitle">Navigation menus</h2>
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Navigation menus should be properly organized. Drop down items should be under the correct menus and check for broken links. Try to make your visitors’ experience as user friendly as possible. If visitors have to click around too much, they may just leave the page or the site. <br />
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<h2 class="subtitle">Customized URLs</h2>
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A descriptive URL makes the topic obvious and optimal for sharing on social networks. If the content on the page is interesting, it has more sharing value to its audiences. Every blog posted on an Insurance Website Builder website has the ability to be shared on various social networks.<br />
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There is more than one way to optimize a site, but using the tips and trick above should help you achieve your website goals more easily, especially if you’re struggling with your online presence or don’t know where to start. <br />
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If you need help with your website, let us know. Give us a call at <strong>800-383-3482</strong> or visit us online at <a href="http://www.getitc.com"><strong>www.GetITC.com</strong></a>.urn:uuid:539Enhancements in Next InsurancePro Release - Agency Management BlogThese are the enhancements that will be included in the next release of agency management system InsurancePro.2014-03-12T08:49:21Z2024-03-19T05:52:04ZHere are the enhancements that will be included in the next release of InsurancePro, which will be available next week:<br />
<ul>
<li>Ability to select vehicles and drivers to prefill forms</li>
<li>Ability to search for certificate holders</li>
<li>Ability to view emails, saved forms and saved letters from related policies</li>
<li>Ability to preview a note in the <em>Notes/Reminders</em> section </li>
</ul>
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We have corrected or modified the following features in the next release:<br />
<ul>
<li>Homeowner policies integration with <a href="http://www.getitc.com/products/leadmanagement" target="_blank">AgencyBuzz</a></li>
<li>Violations bridge to <a href="http://www.getitc.com/products/rating" target="_blank">TurboRater</a></li>
<li>Removed apostrophes from the AccuAuto bridge to InsurancePro, which were causing errors</li>
<li>Setup of default fees</li>
<li>Removed "no down payment" message if paid in full</li>
<li>No more error outs during a download with a long insured name</li>
<li>Custom reports
<ul>
<li>Total renewal premium will now display</li>
<li>Payment report results will be properly grouped </li>
</ul>
</li>
<li>Monthly term policies
<ul>
<li>New policy will be created on renewal</li>
<li>Effective date will be properly displayed </li>
</ul>
</li>
</ul>urn:uuid:537How to Get Your Agency Found in Local Searches - Agency Marketing BlogWant your agency to be found in the local listings? Here are some helpful steps to help your agency to be found in local searches.2014-03-03T08:44:06Z2024-03-19T05:52:04Z<p><img longdesc="Local Listings" src="/images/blog/Thinkstock/451169621.jpg" alt="Local Listings" style="margin-bottom: 10px; float: right; margin-left: 10px; border: 0px solid;" />Finding a local insurance agency used to be very simple with the help of the phone book that was in every home. Times have changed. Now, people look to their phones, tablets or computers to help them find a local insurance agent. But how do you get your agency to appear in those search results? When a phone only pulls up five local insurance agencies, how does the consumer decide which agency? Local business listings with online reviews help with both of these things.</p>
<p><strong>Business Listings</strong></p>
A business listing is a detailed summery of your agency that shows a business‘s physical location on a map as well as information such as the website, phone number and business description. A business listing helps consumers find and locate a physical location. Search engines also notice business listings and pull the listing up when it matches a similar search query. The more information and online reviews a business listing has, the more the search engines see it as legitimate. The more legitimate a business, the more likely the business listing is to show up in the searches. When someone searches the Internet for a local insurance agency, the results are determined by relevance, prominence and distance. For instance, if you were to search <em>auto insurance in Buffalo NY</em>, the results you would see are determined by the following factors:
<ul>
<li><strong>Relevance</strong> – Only agencies with auto insurance in their information will appear in the searches. Unrelated businesses like bakeries and banks will be filtered out. </li>
<li><strong>Prominence</strong> – The most prominent businesses will be displayed. This is based on citations, search engine optimization (SEO) and reviews. </li>
<li><strong>Distance</strong> – Locations that are closest to the requested area will come up in the search results. If only <em>auto insurance</em> is searched, your phone knows its current location and searches for listings within a reasonable distance. </li>
</ul>
<strong>The Benefit of Online Reviews</strong>
<p>Websites like Google+, Yelp, Angie’s List and Facebook all allow customers to leave reviews of local businesses. Adding as much information as possible to your profile about your agency, including quality photos, correct address and contact information, is pivotal. This all helps communicate to potential clients that your agency is one they can trust to provide quality insurance and good service. You can create free business listings on all of these websites. Yelp also has an option for paid listings with more information, but a paid listing does not give more visibility than a free business listing.</p>
<p>Once you have these business listings set up, it is important to advertise them. A good first step is asking long time trusted clients for a review. When talking with these clients, asking them to review your agency is a good way to gather a few quality reviews. Next, advertise, advertise, advertise! Icons that link to these websites in your email signature and on your website are a great way to advertise. After a client has renewed his or her policy is the perfect time to ask for an online review. Ask your followers on social media to leave an online review. Be sure to include the link to your business listings. You want to make it as easy for them as possible. You can also ask for reviews and include links to your business listings in your agency newsletter.</p>urn:uuid:536Learn TurboRater Secrets from Super Users at ITC Agent Conference - Agency Rating BlogAgent Conference is a chance to learn the secrets from our agent panel of TurboRater super users.2014-02-27T13:08:57Z2024-03-19T05:52:04ZITC is holding our <a href="http://www.agentconference.org/" target="_blank">first annual user conference</a> in April. Our two-day user group conference is packed with information and training like "How Technology is Transforming Agencies" and "Raters and Management Systems: Integral Parts of Your Marketing Strategy." The workshops cover a range of technology, marketing, rating and agency management topics.<br />
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Ever wondered how other agents are using TurboRater? Agent Conference is your chance to learn their secrets with our agent panel of TurboRater super users. You will get to ask questions and learn how these agents successfully use TurboRater to build their business. Here are the agents who will appear on our TurboRater panel at Agent Conference:<br />
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<strong>Jimmy Goodman, Oasis Insurance</strong><br />
Jimmy is the general manager at Oasis Insurance. Oasis, founded in 1997, is the number one non standard insurance agency in Arizona. The agency has 21 locations with plans for 10 more over the next 12 months. <br />
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<strong>Tonya Scott, ABC Insurance</strong><br />
Tonya is the production manager at ABC Insurance, which was formed in 1986 and has 62 agents and 33 offices in Texas and Louisiana. ABC Insurance is the largest agency in Louisiana and in 2010 was named one of Insurance Journal's Top 50 Personal Lines leaders in the country. <br />
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<strong>Rick Guest, Guest Insurance Agency</strong><br />
Rick is the vice president of Guest Insurance, founded in 1992. Their staff of eight represents 135 years of insurance experience in their two Texas locations. Rick is known in the industry to be on the forefront of using technology to improve sales, retention and efficiencies within his agency.<br />
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<strong>Aly Manji, La Familia Insurance</strong><br />
Aly is the chief technology officer at La Familia Insurance, which was founded in 2010. La Familiar is a fast growing agency in the Dallas area with 20 locations in four years.<br />
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<strong>AnMarie Bozick, ITC</strong><br />
AnMarie is the comparative rating product manager at ITC, a former agency owner and CIC. She has more than 20 years of experience in the insurance industry with a proven track record in managing agency operations from conception to launch while driving brand growth and increasing revenue.<br />
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For only $99.95 per user, you will get more than 20 hours of training, meals and numerous networking opportunities. It's going to be a lot of fun! Check out the <a href="http://www.agentconference.org/agenda/default.aspx" target="_blank">full agenda on the Agent Conference Website</a>.<br />
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You can learn more about Agent Conference or register at <a href="http://www.agentconference.org">www.agentconference.org</a>. Hurry! Our early bird pricing of $99.95 per user ends March 15th!<br />
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<br />urn:uuid:535AgencyBuzz Academy: March Schedule - Agency Marketing BlogJoin us for AgencyBuzz Academy where we go step by step through one feature of AgencyBuzz each week.2014-02-27T10:15:11Z2024-03-19T05:52:04Z<span itemprop="articleBody"><em><span itemprop="articleBody">AgencyBuzz Academy is our free weekly webinar where we dig deeper into
the features of AgencyBuzz. Class is held each Wednesday at Noon CST. </span></em><br />
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March is one of my favorite months of the year. Spring is on it's way, it's finally starting to warm up a bit outside, and being an Irish girl how could I not love a good St. Patrick's Day party. For AgencyBuzz Academy though it's a great month because we have some awesome new webinar topics and a new feature we're bringing to AgencyBuzz Academy; Tales From the Dark Side. In Tales from the Dark Side we'll talk about mistakes businesses make in email marketing using real world examples and how you can prevent them from happening in your agency. <br />
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Click here to register for <a href="https://attendee.gotowebinar.com/rt/8627602017573856257" target="_blank" class="marketing">AgencyBuzz Academy</a> and you will get a reminder each week in your regular email inbox for the next meeting. <br />
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March Schedule:<br />
March 5 - <span itemprop="articleBody">Kiss Me, I'm Your Insurance Agent - Building a Promotional Holiday Card</span><br />
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March 12 - Effectively Using the Policies Area<br />
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March 19 - Tales from the Dark Side: Horror Stories of the Third Party Data List<br />
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March 26 - I Wanna Know What You're Thinking - Being Successful With Surveys<br />
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</span>urn:uuid:534I Got 99 Problems, but Gmail Deliverability Ain’t One - Agency Marketing BlogYou may have a Gmail deliverability problem and not even know it. Find out here if you're getting rejected by Gmail and how to fix it. 2014-02-26T10:01:52Z2024-03-19T05:52:04Z<p><strong><span style="font-size: 18pt;"></span></strong><img src="/images/blog/93135149_thumb.jpg" style="float: right; margin: 5px;" alt="Target" />The most frequently asked question into the AgencyBuzz support line, “How do I know that my messages are even being delivered?” Well, you can look at your email/event statistics to check open rate, click through rate, and bounce rate but there isn’t a statistic (or a way for us to measure) whether or not you’ve been flagged as SPAM in someone’s inbox. Honestly, that person may not have ever even marked you as SPAM but their email provider’s algorithm may have decided you were before they had a chance to – and, if that’s the case, how often are your messages getting caught by the junk filters of web-based email, such as Gmail, and ending up in spam folders?<br />
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Chances are the majority of your contacts using web based email are using Gmail, because there are over 425 million Gmail users worldwide. I’ve also found that, more often than not, Google is the hardest inbox to penetrate because they are constantly updating and changing their very secure algorithms – and that’s a good thing. This protects the security of their users from legitimate spammers, phishers, and identity thieves. Where does that leave the average small business owner trying to communicate with customers via bulk mailings though? I’ve been doing some research as someone who uses Gmail exclusively for my personal email, and I’d like to provide you with some tips to avoid Gmail spam filters. Plus, these solutions are also useful for other web-based email services such as Yahoo!, AOL, and Outlook.com<br />
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<strong>How Does Google Decide What is Spam?</strong><br />
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Gmail’s junk algorithms are the industry’s most effective at filtering out unsolicited emails. There is no question about it. If you use Gmail, you know that rarely will you see an unwanted email arrive in your inbox. That’s because Gmail automatically delivers these unsolicited emails into a recipients’ spam folder and the user never sees a notification of new Spam or Junk.<br />
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Unfortunately, there are many times when a legitimate email is marked as spam, even though the recipient requested it. Like I said, Gmail doesn’t share their secure algorithms but, through the power of the internet (and some people much more adept at deciphering Google algorithms) I’ve found some of the major reasons why an email may be marked as spam by Gmail:<br />
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º <strong>Bad/Malicious Links</strong> — if messages include links to a website that has been blacklisted, reported as spam or as containing malware that message will be blocked. The same goes for broken links, incomplete links, or links that connect to an overseas website. The moral here, always double and triple check that your links have been entered correctly and stay on top of your domain’s reputation to prevent blacklisting.<br />
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º <strong>Email Content</strong> — certain words or phrases found within an email can cause them to be blocked or moved to spam, but this is the least common cause of spam filtering. If you’re sending out relevant content your contacts want to receive, this shouldn’t be an issue for you.<br />
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º <strong>From and Reply To Line</strong> — if the from and reply to addresses and domains have inconsistencies, emails will be sent to junk mail. Using AgencyBuzz helps with this because we send your bulk mailings from your email address, not rerouted from a dummy email address that is randomly assigned to your message when you click send mailing like some other large bulk mailing providers do. If you’re using another provider, take a look at the from line on your emails, you may be surprised to see that the email actually came from an email address that isn’t yours. <br />
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º <strong>Where the Email Came From</strong> — if other emails sent from the same IP address you’re using have been flagged as spam, your emails will most likely suffer the same fate. One bad apple has spoiled your IP and now you messages are suffering due to guilt by association. If the reputation of your IP is in question, there are several online services that will help you monitor your IP and alert you to dips in your sender score or blacklisting. You may be asking yourself, “How do I even know that I’ve done something to impact my sender score?” If you’d like to learn more about protecting your email reputation, join me for <a href="http://www.getitc.com/solutions/agency_marketing/webinar/" target="_blank">Masters of Marketing</a> on February 27 at Noon CST where I will be presenting a webinar called “Easy Ways to Ruin Your Email Reputation.”<br />
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<strong>The Easiest Way to Tell You Have a Problem</strong><br />
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The easiest way to tell if you have a Gmail deliverability issue is to compare your open rates for subscribers using other web-based email providers such as Yahoo!, AOL, or Outlook.com. For example, if your average open rate for Yahoo! users is 19%, and it’s only 2% for Gmail users, you most likely have a Gmail problem.<br />
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<strong>Top 3 Tips to Avoid Being Labeled as Junk</strong><br />
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So, now that you’ve established there is a deliverability issue with your Gmail users we need to fix it. I’ve found some easy to implement strategies that will help get you back on the road to your reader’s inbox and out of the junk mail abyss.<br />
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º <strong>Let People Know an Email is Coming</strong> – Are you sending out a newsletter this week? Why not tease it on social media so people can look for it and alert you when they haven’t received it? Even better, use your quote form or customer service form auto responders to alert your contacts to be on the lookout for other types of mailings from your agency. Studies show that emails that confirm a form submission or new subscription are among the most opened emails, so this is a great way to start off on the right foot in someone’s inbox.<br />
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Be sure to ask them to whitelist your email address so they are sure to receive your mailing and include instructions on how to whitelist an email address. In Gmail, they can simply click “Not Spam” in the message and that alerts Gmail that they want to receive messages from this sender.<br />
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º <strong>Keep track of your Stats</strong> - If you’re not monitoring your email statistics (also known as engagement rates) already, this is your wake up call. There is so much you can learn about your deliverability and what your readers want to see from you just by checking your engagement rates. It doesn’t take much to review them, and if you’re doing it consistently you’ll be able to spot a problem when it starts so you can fix it immediately.<br />
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º <strong>Send only to those who’ve opted into your emails</strong> - I talk about this all the time in AgencyBuzz Academy and in one-on-one trainings with agents, but I don’t think I could ever say it enough. If you’re buying email addresses, scraping them from the internet, or sending without abandon to anyone you’ve ever met, including your third grade teacher, you are wasting time, money and effort. It is also a violation of the CAN-SPAM act to send unsolicited marketing communications to someone who has not requested them. Violations can carry a fine of up to $16,000 per email sent. So why take the risk on sending an unsolicited email when it will never be read, most likely will end up in junk mail, reported as spam, or reported as a violation of the CAN-SPAM act? I don’t know...but I have to talk to agents about it every day. There are lots of easy ways to organically grow your email list through your website and meeting new prospects. I’m sure you’ll see a vast improvement in deliverability overall if you only send to those who’ve opted in. <br />
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<strong>And then there is the new tabbed inbox…</strong><br />
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Gmail launched a new interface for email users in 2013 called Tabbed Inbox. According to <a href="http://gmailblog.blogspot.com/2013/05/a-new-inbox-that-puts-you-back-in.html" target="_blank">Google</a>, “The new inbox groups your mail into categories which appear as different tabs. You simply choose which categories you want and voilà! Your inbox is organized in a way that lets you see what’s new at a glance and decide which emails you want to read when.” This sounds great, right! Well, yes and no. To the average email user this is a cool, new way to organize the massive quantities of email we receive each day. As a marketer though, I was more than a bit concerned. What does this mean for my clients who are already fighting for their piece of the inbox pie?<br />
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In my experience with the new tabbed inbox so far, I’ve noticed that it does a fairly good job of deciding where each email that comes in belongs. I only have 4 tabs, primary, social media updates, promotions, and solicitations. For the most part, I know what I’m getting into with each tab. It’s not perfect though. Many times, an email I’ve requested and look forward to end up in my promotions or solicitations tab when it has no place there. For example, I subscribe to a lot of baking blogs, and every once in a while a new blog entry will be filtered to my promotions tab and I still haven’t figured out why.<br />
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Unfortunately, if you’re looking for the secret to avoid the promotions or solicitation tab, I don’t have that yet. After monitoring what was caught, and what was not, to write this blog it was clear to me that there doesn’t seem to be a magic formula I can decipher. I’ve looked at text vs. HTML, the number of images, quality of links and content, I’ve even gone so far as to send a reply email to the Food Network asking what they did differently in this email vs the last one…I’m still waiting to hear back on that one by the way. Maybe they use Gmail and I went to spam. Now, to be clear, no one is forced to use the tabbed inbox. If a user doesn’t like it, they simply turn off the tabs. And the tabbed inbox is still rolling out so new data is coming in daily about what it means for email marketing.<br />
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For now, my advice is to expect to be caught in the wrong tab from time to time. The bright side to this is that if you’re moved into the wrong tab maybe you’ll stand out from the others and get read.<br />
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<strong>In Conclusion</strong><br />
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Email inboxes are a strange science, and if someone had figured out all of the tricks, they would be a bazillionaire and never share the answers. I do hope that my trial and error will help you navigate web based inboxes, specifically Gmail inboxes a little better.<br />
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Want to meet me in person and talk about AgencyBuzz? Join me at the <a href="http://www.agentconference.org/" target="_blank">ITC Agent Conference Users Group</a> on April 15 and 16th. We will have classes on agency automation and how to better market you agency so you’re competing with the larger captive agents. Come on down to Texas, let’s grab a Dr. Pepper, and talk digital marketing.<br />
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If you need help with your email marketing or using AgencyBuzz, let us know. Give us a call at 800-383-3482 or visit us online at www.GetITC.com. Make sure to join us for <a href="https://attendee.gotowebinar.com/rt/8627602017573856257" target="_blank">AgencyBuzz Academy</a> each Wednesday at Noon CST to learn more about each feature of AgencyBuzz and how it can help your agency thrive. </p>urn:uuid:5333 Reasons Why Most Insurance Websites Fail - Agency Marketing BlogThe stronger your website is, the easier it is to bring in new clients and raise your retention rates. But what makes an insurance website fail?2014-02-26T10:00:00Z2024-03-19T05:52:04Z<p><img alt="" src="/images/blog/Thinkstock/109195046.jpg" style="float: right; margin-bottom: 10px; margin-left: 10px;" />You want your insurance agency website to be successful. The stronger your website is, the easier it is to bring in new clients and raise your retention rates.</p>
<p>But what makes an insurance website fail?</p>
<p>We have created thousands of websites and have seen what works and what doesn’t. Below are three mistakes we see agents make that hurt their chances of online success.</p>
<p><strong>Blank/Bare Website</strong><br />
Your insurance website should never be just a business card. A website with little to no content on it will often be passed over in favor of an agency website that lets people interact with the website. The client has no solid purpose for visiting your website, and will hit the back button to find another source of information or somewhere else to request a quote.</p>
<p>Give your clients a reason to visit your website. Let them request ID cards, make payments or file a claim. For potential clients, let them request quotes and get more information about what they are interested in.</p>
<p><strong>Not User-Friendly</strong><br />
Websites that overload on buttons and call to actions are hard to navigate and will frustrate your clients. With everything shouting for attention, it is very easy for clients to get lost trying to figure out where they need to go. If a website is too busy, it will feel cluttered and clients will quickly continue their search elsewhere.</p>
<p>Use a navigation menu with drop downs to reduce clutter. This will put all of your important items in one place, and still make it easy for your clients to find what they are looking for.</p>
<p><strong>Outdated Design Elements</strong><br />
When an insurance website is not updated frequently, the agency no longer looks credible. If your website is outdated, potential clients will wonder if your agency still exists and be less likely to request a quote. Clients will think that if you do not pay attention to your website, you may not pay them the attention that they will need as your client.</p>
<p>Update your website periodically. Write a blog post at least once a month to show that you are both knowledgeable and paying attention to your agency website. You can also make your website look fresh by avoiding intro pages, making sure your website is not too narrow or small, and using less Flash.</p>
<p>Don’t let your website be a dud. Avoid these mistakes and increase your insurance agency website’s chances of online success.</p>urn:uuid:532Tips on Creating Effective Landing Pages to Get Leads Online - Agency Marketing BlogUse these tips to create effective landing pages for your agency's lead generation goals.2014-02-24T06:32:20Z2024-03-19T05:52:04Z<p><img alt="" width="184" height="219" style="float: right;" src="/images/blog/Thinkstock/164550991.jpg" />A landing page is an effective tool for converting traffic into leads. It’s a webpage designed with the specific purpose of capturing a visitor’s information. It could be a contact form, quote form, claim form or a form to download a free report. Whatever the reason, a landing page must be completely focused on its purpose and optimized to get you the best conversion rate. Here are some tips to keep in mind when creating an effective landing page.</p>
<p><strong>Relevance</strong></p>
<p>An ad or an email is used to drive traffic to a landing page. If you use your home page in your marketing instead of a landing page, your visitors will have to search for the information you mentioned in your ad or email. This will drive down your conversion rate. You need to give them exactly what they want if you want to get the most conversions. The easier you can make it, the better it is for the potential client and you. A landing page will do that. It will send your potential clients directly to the information they’re looking for.</p>
<p><strong>Simple Design</strong></p>
<p>Less is most effective when designing landing pages. They have a single purpose, and every component of the page should contribute to that purpose in a simple, non-frustrating way. That means you don’t need to include any extraneous links, copy or unnecessarily long forms. If a visitor has to spend a lot of time inputting their information, it will either annoy him or make her hesitant to continue. Either way, that is not going to help you with your goal. All you need is relevant, influential content with a prominent call-to-action. You don’t want to include anything extra that could distract your visitors from completing the desired action. </p>
<p>You can include current customer testimonials on your landing pages to build trust in your agency. You can also include a video describing what you offer, which may be more beneficial in engaging the visitor than copy alone. Basically, keep it simple and compelling as you design your landing pages. </p>
<p><strong>Landing Page Testing</strong></p>
<p>To maximize your conversion rate, you will need to test your landing pages to find the best combination of elements. If you test and keep track of the data, you can change your landing pages so they perform at their best for you. There are tools available for you to test your landing pages to find the most effective ones. <a href="http://unbounce.com/">Unbounce</a> and <a href="https://www.optimizely.com/">Optimizely</a> are two popular landing page A/B testing tools. You can also design and implement your own landing pages for testing, but using a tool might make it easier. Below are some elements you could test.</p>
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<li><strong>Button size</strong>. Do large or small buttons appeal to your visitors? Try different sizes until you find that one your audience is most responsive to. </li>
<li><strong>Call to action</strong>. This is usually the text on the button. Instead of the button simply stating <em>Quote</em> or <em>Contact Us</em>, you can test more creative calls to action to see what gets you more responses.</li>
<li><strong>Copy</strong>. Since it is a landing page, shorter is usually better. There may be times when more information on a product or service is necessary though. Try long and short copy to see which your visitors find more helpful. </li>
<li><strong>Color</strong>. Test different colors for your background and buttons. </li>
<li><strong>Headline</strong>. This is one area where you don’t want to keep it too simple. Use the headline as a way to make you stand out from your competitors. It’s one of the first things visitors see, so make sure you get your message across in a creative and inviting way.</li>
<li><strong>Photos</strong>. Landing pages with photos tend to perform better in general. Make sure you choose photos that are relevant to the product or service you’re promoting. Try different ones, and test the arrangement of them.</li>
<li><strong>Forms</strong>. This is ultimately what you want visitors to complete. If you have a form on your landing page, it’s better to keep it short. However, there may be times you need to collect more data. In that case, test different ways of asking for the information so you can get all you need while keeping it short for your visitors. </li>
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<p>Landing pages can be highly useful for your agency’s lead generation goals, if designed with the right elements in mind. Use these tips to make your landing pages effective and max out your conversion rate. Got another tip on landing pages? Leave a comment below.</p>urn:uuid:531Insurance Website Builder Process 101 - Agency Marketing BlogOur efficient design process means you can get a live insurance agency website in 10 business days. Here's the breakdown of our process.2014-02-18T08:21:33Z2024-03-19T05:52:04Z<p>Here at ITC we've built so many insurance agency websites (3,901 live websites and counting) that we have perfected our design process so our agents can go from idea to live website in 10 business days. </p>
<p>This infographic explains every step we take throughout the design process of building your website. <a href="http://www.getitc.com/emailmarketing/iwbblog/infographic_021814.jpg" target="_blank">Click here</a> or on the infographic to see a detailed explanation of each step.</p>
<a href="http://www.getitc.com/emailmarketing/iwbblog/infographic_021814.jpg" target="_blank"><img alt="" style="width: 600px; height: 369px;" src="/images/blog/Infographics/Preview_021814.JPG"></img></a>urn:uuid:530How One Agent Got Organized and Improved Her Efficiency - Agency Management BlogOne agent, tired of the tons of paperwork and long hours, turned to ITC technology to get organized and efficient.2014-02-12T16:15:03Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/178465861.jpg" style="width: 200px; height: 300px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />Debbie Unverzagt, owner of Best Choice Insurance of North Texas, was drowning in paperwork unable to easily identify a customer count, how much money she was making or how much in premiums were coming in. Her system for organizing and keeping track of her customers and their files was no longer working for her agency. Unverzagt was working long hours because she had no time to get to everything during the day thanks to the large amount of paperwork.<br />
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In 2012 Unverzagt was searching for a new comparative rater as well as an agency management system. Thanks to ITC she was able to get both from one company. Unverzagt chose <a href="http://www.getitc.com/products/rating" target="_blank"><strong>TurboRater</strong></a><strong></strong> and <strong><a href="http://www.getitc.com/products/management" target="_blank">InsurancePro</a></strong> over other options because she was able to get all the features she needed to be more organized and run her agency efficiently - including fast, accurate quoting; ACORD forms; and company downloads - at an affordable price.<br />
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Because of the reporting available within InsurancePro, Unverzagt has improved her client retention and can quickly determine how many customers she has and how much money she is making. Overall, Unverzagt is better organized and able to provide great customer service to her clients because of the notes and forms she can attach to a client file within InsurancePro. Now thanks to the information she gets from her reports and the time she is saving using TurboRater and InsurancePro, Unverzagt is able to focus on her goals of growing her agency.<br />
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"I really wish I had made the change to TurboRater and InsurancePro years ago. They do everything I want and then some. I'm closing more policies with TurboRater, and InsurancePro saves me so much time responding to requests and looking up files."urn:uuid:529AgencyBuzz Academy: Latest Recordings - Agency Marketing BlogYou can find the latest AgencyBuzz Academy recordings here. 2014-02-11T10:01:18Z2024-03-19T05:52:04ZI'm glad that so many of you have found AgencyBuzz Academy so helpful. Be sure to <a href="https://attendee.gotowebinar.com/rt/8627602017573856257" target="_blank">join us each week</a> so you can learn more and be more proficient in AgencyBuzz. <br />
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Here is a list with links to our latest recordings:<br />
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<ul>
<li>
<a href="https://attendee.gotowebinar.com/recording/8288695149132814593" target="_blank">Setting Up and Using Social Media in AgencyBuzz</a></li>
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<a href="https://attendee.gotowebinar.com/recording/676992753671209218" target="_blank">Using Print and Mail</a></li>
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<a target="_blank" href="http://vimeo.com/getitc/review/86426266/06fbaf7a32 ">Importing: Contacts, Companies and Policies - OH MY! </a></li>
<li><a href="http://vimeo.com/getitc/review/86426525/d355c9382c">Properly Setting Up Your AgencyBuzz Account</a></li>
<li><a target="_blank" href="http://vimeo.com/getitc/review/86426678/2274db68ec">Using and Setting Up Widgets</a></li>
<li><a target="_blank" href="https://vimeo.com/getitc/review/86426679/3f43d0bd0c">Best Practices: Segmenting Your Lists</a></li>
<li><a target="_blank" href="http://vimeo.com/getitc/review/86426680/a2ac77a709">Building Your Own Template</a></li>
<li><a target="_blank" href="http://vimeo.com/getitc/review/86426683/99b8115cf4">Newsletter Tips and Tricks</a></li>
</ul>
Check our other <a target="_blank" href="http://www.getitc.com/blog/tag/agencybuzz/">blog entries</a> to find more recordings from past AgencyBuzz Academies.urn:uuid:528How to Be Personal on Twitter Without Being Too Personal or Mundane - Agency Marketing BlogWant to build relationships on Twitter? You need to be personable without being too personal or mundane.2014-02-10T16:24:30Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/164468906.jpg" style="width: 250px; height: 248px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Building relationships is essential to social media success. Because Twitter is a faster-paced social network, your approach to relationships on build through Twitter needs to be more thoughtful and purposeful. <br />
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The best way to build relationships on Twitter is to be personal. If all you post is links, if you never engage or start a conversation, you are not being personable. Why do your clients do business with you when they can get insurance on their own from a gecko? Because they like you. Because they trust you. <br />
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Twitter allows you to open up and share more than your business-oriented self. It creates an emotional connection with your audience. When you share personal information, your followers get to know you beyond "Bob sells insurance." If everything you share on Twitter is business oriented, your feed would be little more than cold and robotic.<br />
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There is a fine line between sharing and oversharing though. If you'd like to start being personal on Twitter without sharing every minutiae of your life, here are nine tips for you.<br />
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<strong>1. Appreciation<br />
</strong><br />
Social media is a two-way channel. When people are nice enough to follow or retweet your posts, acknowledge it with a thank you and pay it forward. <br />
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<strong>2. Recommendations and opinions</strong><br />
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You could recommend other people to follow. For example, if you have a strategic partnership with a real estate agent, he or she would make a great recommendation.<br />
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If you’re a big fan of a local restaurant, share your favorite menu items. Share your likes and dislikes, like if you prefer one airline over another. <br />
<br />
You may choose to share your political or religious beliefs. Keep in mind that it might alienate some of your followers. When deciding which of your beliefs, opinions, etc. to tweet about, post only what you would share in person in a mixed setting like a networking event or trade show.<br />
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<strong>3. Emotional experiences</strong><br />
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Emotions can be shared occasionally and still have a big impact on your Twitter relationships. Maybe you would rather be at a game instead of doing yard work. I bet you have more than one follower that could commiserate with that sentiment. Don't forget to share the good too.<br />
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<strong>4. Personal interviews</strong><br />
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When you’re interviewed by a local news outlet or another blogger, share that link. It is a tremendous way to show your expertise and build credibility.<br />
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5. Hobbies and projects<br />
<br />
A great way to get personal on Twitter without being too personal is to share your interests, hobbies or projects outside the office. Do you do a lot of DIY projects around your house? Do you run marathons? <a href="http://www.twitter.com/lrixford">ITC President Laird Rixford</a> is a licensed pilot so he will tweet about flying from time to time.<br />
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<strong>6. Events, TV shows and movies</strong><br />
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Live tweeting during a popular TV show or event like the Super Bowl or Academy Awards is a great way to share that personal side of you without oversharing. When you use hashtags, you’ll be able to participate in a conversation and engage with other people who may not be following you yet.<br />
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<strong>7. Photos/videos<br />
</strong><br />
Visuals can be extremely powerful as we have seen with the rise in popularity of Vine and Pinterest. Photos and videos can quickly create a connection between you and your Twitter followers. <br />
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<strong>8. Inspirational quotes and statistics</strong><br />
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People like to share quotes and statistics. These tweets can become some of your most engaging posts through retweeting, and they make great conversation starters. <br />
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<strong>9. Causes</strong><br />
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We learn about different causes through social media as our friends post links and talk about what causes they support. If you have a cause you’re passionate about, tweet about it and help spread the word for your favorite cause. urn:uuid:527Why Standardized Processes are Important for Insurance Agencies - Agency Rating BlogSuccessful independent insurance agencies rely on documented, standardized processes to complete any workflow.2014-02-04T09:03:20Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/180549896.jpg" style="width: 250px; height: 170px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Successful independent insurance agencies rely on documented, standardized processes to complete any workflow, including new business quotes, renewals, cancellations, claims and endorsements, because they know how important these processes are to their success. From improving efficiency to decreasing E&O claims, here are five reasons why you should implement standardized processes if you want to grow your agency.<br />
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<strong>1. Ensures accuracy</strong><br />
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Your staff is not made up of mind readers. Even if they are smart and take initiative, they cannot know how you expect tasks to be completed or clients to be serviced. Defining and documenting your processes will give your staff all they need to gather the correct information the same way every time, which will help the accuracy of quotes you provide. Plus, your agency will continue to build trust with clients who know you provide accurate quotes.<br />
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<strong>2. Improves efficiency</strong><br />
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Standard processes are the best way to get work done. When you define the steps for your major workflows, you will identify areas that need work, areas that you need to take advantage of, and areas that can be eliminated because they are repetitive. Once defined and implemented, your standardized processes will make your agency more efficient because every task will be completed the same way regardless of who in your agency is doing it. <br />
<br />
<strong>3. Increases profitability</strong><br />
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When you focus on improving workflows, you can improve your profitability. If your producers spend too much time servicing clients instead of focusing on selling, working to improve and standardize your process will identify tasks that do not provide value to the clients. These tasks can then be given to other employees or, in some cases, even automated. With these tasks delegated elsewhere, your producers can focus on more valuable tasks such as cross selling or asking for referrals, thereby working to generate more commissions and improving your profitability.<br />
 <br />
<strong>4. Decreases learning curve</strong><br />
<br />
How do you train new employees? Documented, standardized processes will go a long way in helping train your staff on your major workflows. Most people want to do their daily tasks in the best, most efficient way possible. If you identify what that looks like for them, they won’t have to reinvent the wheel. New employees with previous agency experience could even learn a lot on their own if you had well-defined, documented processes.<br />
<br />
<strong>5. Decreases E&O claims</strong><br />
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If you do not get your data under control with documented, standardized processes so your entire agency handles every transaction consistently, you may have E&O issues. A uniform procedure for every workflow adds credibility if needed in a court proceeding for an E&O claim.<br />
<br />
Whether it’s providing quotes, working a renewal or helping a client with a claim, documented, standardized processes can help your agency become successful through ensuring your accuracy, improving your efficiency, increasing profitability, decreasing the learning curve and decreasing E&O claims. Your agency will be able to focus on serving the client and not just processing transactions.urn:uuid:525How to Choose an Effective Domain Name for Your Insurance Website - Agency Marketing BlogHow to Choose an Effective Domain Name for Your Insurance Website2014-02-03T16:08:36Z2024-03-19T05:52:04Z<p>In this day and age, a strong web presence is essential to stay relevant in a highly competitive market and to appear legitimate in the eyes of the consumer. </p>
<p>So, you have taken the first step and decided to get your own insurance agency website. </p>
<p>One of the first decisions you will need to make in building a website is your domain name.<span> </span>Your domain name is the address you will give to clients that they will then enter into their browsers to visit your website. It will appear on all of your marketing materials. </p>
<p>Deciding a domain name can get tricky as many of the obvious and simple domains have long been snatched up in today’s competitive rush to grab a piece of the internet. <span> </span>You will need to keep one domain for a long time because traffic that accrues over time directly influences your search engine visibility. </p>
<p>Here are a few tips for how to choose an effective domain name for your insurance website.</p>
<p><strong>Make it relevant</strong></p>
<p>Your domain name needs to be associated with your agency name or products you sell. Consider that if you sold bananas, you wouldn’t get any customers with a domain like iloveapples.com, would you? <span> </span>Think of about five main keywords that could work. These might consist of your agency name, your location, what line of product you mainly sell, etc.<span> </span>You can even brainstorm different combinations.</p>
<p>Check out these examples from ITC Customers.</p>
<p>Neighborhood Insurance Agency: <a href="http://www.niacoverage.com">www.niacoverage.com</a><span> </span></p>
<p>Austin, Texas based Royal Financial Group, Inc: <a href="http://www.royaltx.com">www.royaltx.com</a> </p>
<p>Capitol Risk Management Group: <a href="http://www.crmgtn.com">www.crmgtn.com</a> </p>
<p><strong>Keep it simple</strong></p>
<p>If your domain is difficult to spell, too long or is not easy to remember, you run the risk of losing the customer. For example, greaterMassachusettsAutoInsurance.com is too much. Customers will get tired of typing before they even get to auto, and what are the chances they’ll spell Massachusetts correctly the first time? So what do you do?</p>
<p>Consider shorter versions.<br />
It’s ok to truncate a domain. <span> </span>Try various combinations to see what is easiest to read and remember. <span> </span>For example: maauto.com, maautoins.com, or even gmins.com are all better solutions. </p>
<p><strong>Make it unique</strong></p>
<p>Avoid using domain names that sound similar to established, better known websites. You don’t want to drive traffic to other sites, instead of yours. Also, you want to further build and enrich <em>your own</em> unique branding, not piggy- back off of another. You want to <em>separate</em> yourself from the crowd, not become just another face in it. </p>
<p>With a clean, simple, appropriate domain, you can effectively build your brand, drive traffic to your site and establish a strong web presence. </p>urn:uuid:526February AgencyBuzz Academy Calendar - Agency Marketing BlogWould you like to join us to learn more about AgencyBuzz? Here are our upcoming AgencyBuzz Academy topics for the month of February! 2014-02-03T16:07:41Z2024-03-19T05:52:04ZIf you've never joined us for <a target="_blank" href="https://attendee.gotowebinar.com/rt/8627602017573856257">AgencyBuzz Academy</a>, February is a great month to come fall in love with AgencyBuzz! This month not only do we have some great topics and features to cover but we're making registration more convenient too! You'll now only have to register once for <a target="_blank" href="https://attendee.gotowebinar.com/rt/8627602017573856257">AgencyBuzz Academy</a> and you will get a reminder each week in your regular email inbox for the next meeting. <br />
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AgencyBuzz Academy is our free weekly webinar where we dig deeper into the features of AgencyBuzz. Class is held each Wednesday at Noon CST. <br />
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February 5 - Managing Your Contacts in AgencyBuzz<br />
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February 12 - Digging Deeper: Advanced Mailing and Event Settings<br />
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February 19 - Reporting in AgencyBuzz<br />
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February 26 - Integrating AgencyBuzz with Insurance Website Builder, TurboRater, and InsurancePro<br />
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I will also be hosting<a href="https://attendee.gotowebinar.com/register/1898853636278467073"> </a><a target="_blank" href="https://attendee.gotowebinar.com/register/1898853636278467073">Masters of Marketing</a> this month on Thursday, February 27 at Noon CST. I will be talking about easy ways to destroy your email reputation. If you like AgencyBuzz Academy, you will really enjoy this Masters of Marketing.urn:uuid:52410 Local Marketing Ideas to Increase Your Branding - Agency Marketing BlogFocus on local marketing in combination with online marketing to capitalize on your branding effort.2014-01-31T15:09:39Z2024-03-19T05:52:04Z<p><img style="margin-bottom: 15px; float: right; margin-left: 15px;border: 0px solid;" alt="Local Marketing and Branding" src="/images/blog/Thinkstock/160910423.jpg" />Local marketing should be its own line in your marketing budget that you prepare every year. Although <a href="http://www.getitc.com/blog/tag/online_marketing/" style="text-decoration: none;">online marketing</a> is seen as the future of marketing, many insurance agencies will not be able to capitalize on it due to their location’s demographics. An effective local marketing strategy can complement an online presence by helping your brand become better known to those that are searching for a local independent insurance agency. Here are 10 ideas that you can use to market locally.</p>
<ol>
<li>
<p><strong>Sponsor a Local Event</strong><br />
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Be selective when you choose the event. If the event is big enough, thousands of people might be walking around the event with a program or handout with your logo on it. This is an easy way to get your brand seen by a large amount of people.</p>
</li>
<li>
<p><strong>Insure a Local Event</strong><br />
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Similar to sponsoring an event, you can insure it. Talk to the event organizers and ask if you can place your logo on some of their materials saying that you insured it. An insurance company insuring a large event makes a ton of sense. It will make sense to the attendees as well.</p>
</li>
<li>
<p><strong>Postcards and Mailers</strong><br />
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Create an attractive and engaging postcard to send to a target market in the community. Focusing on high value home insurance? Make a postcard that represents luxury. Otherwise it will get tossed aside. A strategic design change can boost your results.</p>
</li>
<li>
<p><strong>Magnets and Calendars</strong><br />
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Pick a local sports team, put their schedule, your logo and your contact information on it, and make it into a magnet. People leave those on their fridge year round. Calendars, which can be somewhat more expensive, can have the same effect. Calendars serve a purpose and everyone can use an extra calendar.</p>
</li>
<li>
<p><strong>Flyers and Pamphlets</strong><br />
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Ask local restaurants, gyms and community centers if you can leave a stack of flyers or pamphlets that their customers and visitors can take with them. Make sure it is eye catching, so it stands out from the other freebies.</p>
</li>
<li>
<p><strong>Partner with Local Businesses</strong><br />
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Let’s talk about auto and home lines. What local businesses could provide you auto leads? New and used car dealerships, auto body shops and local garages. For home insurance, you could partner with home builders, realtors or home repair companies. Don’t forget apartment complexes for renters insurance.</p>
</li>
<li>
<p><strong>YellowPages Ad</strong><br />
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Some demographics are still hooked on the YellowPages. Depending on the cost, I would consider taking out an ad. Be careful that you don’t get sold services you don’t need, like another website.</p>
</li>
<li>
<p><strong>Host an Event</strong><br />
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From a marketing seminar to a meet and greet, hosting an event is a great way to establish your name with local businesses. The idea is to foster a sense of community with other business, while you collect their business cards and contact information on the side. This can give you fresh leads and can generate some referral business too.</p>
</li>
<li>
<p><strong>Attend Local Fairs</strong><br />
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Buy a booth and promote your agency. Be friendly and talk to people walking by. Plenty of people don’t really know how insurance works, so provide them value by educating them while there. Run a contest where you can collect their information then activate a drip marketing campaign for them.</p>
</li>
<li>
<p><strong>Enter Award Competitions</strong><br />
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Local newspapers and magazines will give local awards out every year. Enter various contests around town. If you win, you can have some free publicity and can promote that to your customers. Everyone is impressed when they see a company with a bunch of awards. It means they are doing something right.</p>
</li>
</ol>
<p>Local marketing is something that every independent insurance agent should be doing. You don’t have to do all of the things listed above, but pick a couple and make that a priority in 2014. Then in 2015, add to it. Integrating local and online marketing will help you use your marketing dollars effectively. </p>urn:uuid:5237 Simple Hacks for Better Facebook Marketing - Agency Marketing BlogWant to improve your agency's Facebook presence? Try these seven simple tips.2014-01-27T15:40:30Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Thinkstock/179693002.jpg" style="width: 200px; height: 161px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />You have a <a href="http://www.getitc.com/blog/marketing/2013/10/31/create-a-facebook-page-in-3-easy-steps">Facebook Page for your agency</a> and a <a href="http://www.getitc.com/blog/marketing/2013/10/07/recipe-for-facebook-marketing-success">plan for using it in your marketing</a>. If you find yourself wondering what next or how can you make your Facebook Page better, it's pretty easy to find articles on how to improve your Facebook marketing (we've even got some on this blog). These articles that have saturated the marketing blogosphere discuss what kinds of content to share (images, links, polls, videos, text updates, etc.), what times or days to share it, calls to action to include, etc.<br />
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But instead of talking about the what, how, when of posting content to your Page, I want to focus on seven simple features within Facebook that can improve your Facebook marketing.<br />
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<strong>1. Edit Link Titles</strong><br />
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When you share a link, Facebook will automatically pull the title of the article. If you wanted to provide some extra context or information about the article, you can edit the title. Just click on the title and add what you wish or remove what you don't want to be shown.<br />
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<img alt="" src="/images/blog/Screenshots/Schroeder_012714/FB1_012714.jpg" style="vertical-align: middle;" /><br />
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<strong>2. Select Your Picture</strong><br />
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Facebook likes images. Part of a recent change to Facebook's algorithm has affected the images that are associated with links. These images are now bigger. You can choose the picture that will be shared with your link by clicking through the photo options. You can also upload your own image for those times Facebook fails to pull the image you want included with the article. <br />
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<img alt="" src="/images/blog/Screenshots/Schroeder_012714/FB2_012714.jpg" style="width: 417px; height: 307px; vertical-align: middle;" /><br />
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<strong>3. Edit Preview Text</strong><br />
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Just like with titles, you can edit the preview text of an article to highlight a specific detail or try to encourage more people to click on the article. To edit the preview text, click on the existing text and then type what you want.<br />
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<img alt="" src="/images/blog/Screenshots/Schroeder_012714/FB3_012714.jpg" style="width: 417px; height: 305px; vertical-align: middle;" /><br />
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<strong>4. Schedule Posts</strong><br />
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If you're going to be out of the office for a few days but don't want to leave your Facebook Page unattended, Facebook allows you to schedule posts. Click on the clock icon in the bottom left, select the date and type in the time you want your post to be published. <br />
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<img alt="" src="/images/blog/Screenshots/Schroeder_012714/FB4_012714.jpg" style="width: 417px; height: 367px; vertical-align: middle;" /><br />
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<br />
<strong>5. Edit a Scheduled Post</strong><br />
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Finally! You can now edit a scheduled Facebook post. When Facebook first rolled out the schedule a post feature, you could only edit the time the post is to be published or delete the post entirely. There was no way to edit a post to fix a typo or add a detail you forgot the first time. That changed recently. To edit a scheduled post, go to your <em>Activity Log</em>, and hover your mouse over the right corner of the scheduled post you wish to edit. Click on the arrow that appears, and select edit.<br />
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<img alt="" src="/images/blog/Screenshots/Schroeder_012714/FB5_012714.jpg" style="width: 650px; height: 308px; vertical-align: middle;" /><br />
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<strong>6. Pin Your Best Posts</strong><br />
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When you have important news or something that you want to promote continually for a period of time, you can pin the post so it always appears at the top of your Page. That way it doesn't get pushed down by your most recent posts. Your post will stay pinned to the top until you unpin it. To pin (or unpin), click on the top right of your post and select <em>Pin to Top</em>. <br />
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<img alt="" src="/images/blog/Screenshots/Schroeder_012714/FB6_012714.jpg" style="vertical-align: middle;" /><br />
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<strong>7. Highlight Milestones</strong><br />
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Like pinning a post, you can highlight a post to get more attention for important news or milestones. When you highlight a post, it doubles the width so that the post spans your entire page. To highlight (or remove the highlight), click on the top right of the post and select <em>Highlight</em>.<br />
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<img alt="" src="/images/blog/Screenshots/Schroeder_012714/FB7_012714.jpg" style="width: 417px; height: 346px; vertical-align: middle;" /><br />
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What simple tips have helped your Facebook marketing?urn:uuid:521Masters of Marketing: Common Mistakes on Insurance Agency Websites - Agency Marketing BlogThirteen unlucky (and common) mistakes on insurance agency websites and how to fix them.2014-01-23T14:03:42Z2024-03-19T05:52:04ZIn today's Masters of Marketing webinar, I went over 13 common mistakes we see on insurance agency websites and how to fix them. If you missed it, you can <a href="https://attendee.gotowebinar.com/recording/6417194418368140033">listen to the recording here</a> or view the slides below.<br />
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<a href="http://www.getitc.com/blog/author/jennifer_fitzsimmons/">Jennifer Fitzsimmons</a>, AgencyBuzz product manager, will host the February Masters of Marketing webinar on Thursday, February 27, at 12 p.m. CST (1 p.m. EST; 11 a.m. MST; 10 a.m. PST). She will discuss easy ways to destroy your email marketing reputation. <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">You can register here.</a><br />
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<iframe height="400" frameborder="0" width="476" scrolling="no" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/30359817"></iframe>urn:uuid:520Avoiding Information Overload: The Art of Being a Lazy Marketer - Agency Marketing BlogKey tips to agency marketing without being overwhelmed. 2014-01-16T16:49:23Z2024-03-19T05:52:04Z<p><img longdesc="Help With Information Overload" src="/images/blog/Thinkstock/109195046.jpg" alt="Help With Information Overload" style="margin-bottom: 10px; float: right; margin-left: 10px; border: 0px solid;" />If you’re looking for a few of the key points on marketing your business, you’ve come to the right place. </p>
<p>This post may seem long, but it’s summarizing 6 years of information. So this is still the lazy version, I promise. </p>
<p>In a day and age where any given question can return over a billion search results in .48 seconds, having too much information might become a bad thing. It’s easy to become confused and decide that if you just don’t do anything, at least you won’t mess anything up. </p>
<p>On this site alone, we’ve provided upwards of 250 marketing blogs in the last six years. They have all been intended to help guide people for design, content, social media, search engine optimization, and a plethora of things that all lead up to the marketing mecca. I’ll be the first to admit that it’s a bit overwhelming. Though it’s all equally important information, sometimes it’s easier to take a step back and figure out what’s most crucial to your cause. </p>
<p>Imagine embarking on a new business venture. There’s so much to consider: the business name, logo, website design, website content, search engine optimization, social media, marketing, and the analytics of it all–just to name a few. Though some of these things are achieved effortlessly, some require a conscious effort. </p>
<p>To get started in the right direction, pick at least one thing from each category below that you can remain committed to. You might find that immersing yourself in one aspect of marketing can lead to you naturally learning other tricks of the trade, thereby expanding your knowledge in such a way that it will stick with you. </p>
<a style="font-weight: bold; text-decoration: none;" href="/blog/tag/branding/">Branding</a>
<ul>
<li>Show your difference. Every other company is touting their service, so have case studies and testimonials to reinforce your claims. </li>
<li>Identify what your agency stands for. </li>
<li>Accept and understand that it’s your clients who control a big part of your brand. Collect and show off client testimonials. </li>
</ul>
<a style="font-weight: bold; text-decoration: none;" href="/blog/tag/design/">Website Design</a>
<ul>
<li>Consider who your target audience is. </li>
<li>Think about the first impression your site will make and don’t be afraid to play with colors. </li>
<li>Make sure customers know what to do when they arrive at your website. It should not just act as a billboard. </li>
</ul>
<a style="font-weight: bold; text-decoration: none;" href="/blog/tag/content/">Website Content</a>
<ul>
<li>Blog. Blog. Blog. With catchy titles and bullet points. </li>
<li>Make sure you have calls to action that direct the flow of your site. </li>
<li>Keep the most important content above the fold of your website—don’t hide anything too important in such a way that people have to scroll down. </li>
</ul>
<a style="font-weight: bold; text-decoration: none;" href="/blog/tag/seo/">Search Engine Optimization (SEO)</a>
<ul>
<li>The title of your site is the most important. </li>
<li>Make sure to keep content fresh, valuable, and unique. </li>
<li>Write for humans, not the SEO robots. But do look at your Google Analytics to see what the most popular page is on your site, and capitalize off of that. </li>
</ul>
<a style="font-weight: bold; text-decoration: none;" href="/blog/tag/social_media/">Social Media</a>
<ul>
<li>Remember the ‘social’ part instead of only focusing on the media. Be interactive. Get personal. </li>
<li>Separate expectations from realities and understand the commitment necessary to succeed on social networks. </li>
<li>Set realistic goals, not solely based on how many ‘likes’ you get, and hold promotions or contests to help reach those goals. </li>
</ul>
<a style="font-weight: bold; text-decoration: none;" href="/blog/tag/email_marketing/">Email Marketing</a>
<ul>
<li>Obviously, you want to grab attention, but remind clients of the value your emails bring. </li>
<li>Use this to tell people about your business; don’t just rely on search engines to pick up on it. </li>
<li>Don't make guesswork of your marketing plan and budget. Don’t be afraid to re-assess your approach every now and again. </li>
</ul>
<a style="font-weight: bold; text-decoration: none;" href="/blog/tag/online_marketing/">Online & Offline Marketing</a>
<ul>
<li>Measure your ROI for every marketing tactic and make adjustments as you go. </li>
<li>Don’t try anything and everything, but understand marketing is often more art than science. </li>
<li>Unlock the full benefits of marketing by integrating your offline activities with your online presence. </li>
</ul>
<p>Worst case scenario, don’t be afraid to reassess your approach and make a new list with at least one item in each category where you’d like to improve. </p>
<p>Ultimately, nothing is wrong with being a bit lazy. Billionaire Bill Gates has said he would “choose a lazy person to do a hard job. Because a lazy person will find an easy way to do it.” </p>
<p>So, remember, laziness breeds innovation.</p>urn:uuid:518The Most Important Thing To Have at the Top of Your Insurance Website - Agency Marketing BlogA clear call to action is the most important thing to have at the top of an insurance agency website.2014-01-14T08:01:30Z2024-03-19T05:52:04Z<p><strong>What is the fold of a website?</strong></p>
<p>The section of a website that is visible without having to scroll down is called above the fold. This term originated with newspapers as the upper half section of the newspaper’s front page was considered to be above the fold. </p>
<p>Determining where the fold is on a website has become a hotly debated issue in recent years with the rise in usage of mobile phones, tablets, laptops and widescreen monitors. Although the location of the fold differs on the various device screen resolutions, on average, the fold is generally located at about the 600 pixel mark. </p>
<p>Since it is much more difficult to define the location of the fold nowadays, whether you should design above it or not has also started to become increasingly less relevant in web design. It is, however, still very important to design wisely on this prime piece of website real estate. The section above the fold on a website is, after all, the very first thing a user will see. </p>
<p>This entire section is not only the face of your agency, but it is also the area that makes a first impression on your visitors. Putting the most important information at the top of your website should be your number one priority. What visitors see here will determine whether they decide to leave your website or stay and take action.<br />
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<img style="width: 640px; height: 339px;" src="/images/blog/FoldGraph_sm.jpg" alt="Screen Resolution Stats" /></p>
<p>With all this in mind, the most important thing to have in this area of your website is a clear call to action. Make sure it is easy for visitors to understand what it is you want them to do and how they should do it. You could even go as far as having three calls to action, but that should be the maximum amount. </p>
<p>Remember that simplicity sells. When you make things easy and organized for people, they are more likely to take action. Too many calls to action can make your website busy and overwhelming, which can cause your visitors to leave without doing anything like filling out a form. </p>
<p>Also, make sure you don’t try to cram in <em>all</em> of your information at the top. The best thing you can do is spread out your content into digestible sections down the rest of the page. Including important information such as your agency’s address further down the page will encourage your users to scroll down and stay longer.</p>
<p><strong>People scroll</strong></p>
<p>It is important to remember that a certain percentage of people <em>will </em>scroll when they visit your website. Usability expert, Jakob Nielsen has suggested that <a target="blank" href="http://www.nngroup.com/articles/scrolling-and-attention/">users spend up to 80% of their time above the fold</a>, while 20% of users will scroll down on their first visit to a website. You want your visitors to stay on your site and explore it. Make sure that the information at the top of your website is a preview of what will be on the rest of the page. Tell your visitors a story, and pique their interests along the way as they scroll down. This will keep them interested in what is coming next as they scroll.</p>
<p>No matter where the fold lies, keeping the most important information at the top of your website should always be a priority. People will be more likely to scroll down and stay on your site if you have a well-designed website. By focusing on usability and digestible sections of content in the right areas, you will entice people to explore life beyond the fold.</p>urn:uuid:511How to Make the Most Out of Google Local Search: Part II - Agency Marketing BlogHow to make maximize your local search marketing efforts with reviews and networking. 2014-01-08T09:51:00Z2024-03-19T05:52:04ZHere is the second part of the series. We will discuss how to expand on your local search marketing once you've <a href="http://www.getitc.com/blog/marketing/2014/01/02/how-to-make-the-most-out-of-google-local-search-part-i">created and enhanced your Google+ Local listing</a> (Part I).<br />
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<h2 class="subtitle">Ask for Reviews: Dos and Don'ts</h2>
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Now that you have your listing customized and 100% complete, it’s time to ask for reviews. Google+ Local reviewers are required to have a Google login. Incorporate asking for reviews into your daily process. If you focus on reviews for only a short period of time, it will look unnatural to Google and other business listing websites, when they suddenly get ten 5-star reviews. <br />
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<ul>
<li>DO ask for reviews. If you don't ask for them, customers will rarely give them voluntarily. The best time to ask for a review at the end of a successful call or soon after you’ve finished a call or meeting and your clients are the most happy. This way, your success at helping them save money and protect their assets is fresh in their minds. </li>
<li>DO send reminders. Send a reminder email using an email marketing system like AgencyBuzz. Automate the process by setting up a drip campaign for all new customers and asking for a review to help improve your process or specific ways in which you helped them. </li>
<li>DO make it easy as possible. Adding a button to your website asking for reviews and testimonials will also make it more accessible to your customers. </li>
<li>DO give them every opportunity to respond. Add a link in your email signature to your Google+ Local page.</li>
<li>DON'T ask customers to write reviews at your office. Ideally these should be done from their own home or business. Google and Yelp track IP addresses, so it would look suspicious if all your 5 star reviews came from one place. <br />
<br />
</li>
</ul>
Once you’ve gotten a good number of decent reviews on Google, you can start getting reviews on other websites. For example, Yelp, Facebook, Yellow Pages, Super Pages, Yahoo, Bing and Merchant Circle to name just a few. Focus on one or two review websites at a time. It’ll make the effort simpler and much less time consuming for you and your agents/CSRs. You can rotate which listings you focus on over time.<br />
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<h2 class="subtitle">Networking</h2>
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Part of creating a local presence is networking with other local professionals. You can do this by offering a link exchange. This is where you post local listing information about neighboring industries like real estate agents, mortgage brokers, auto body shops, homebuilders, apartment complexes, or other niche markets you’re targeting. In exchange, you can ask for your information to be posted on their website. Once they see their professional and complete listing, they may be more inclined to link to your website. <br />
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<a target="_blank" href="http://www.sampleinsurancewebsite.com/partners/">Trusted professional and partner pages</a> on Insurance Website Builder websites allow your agency to develop long term relationships with local business that you have partnered with. With these pages you can build a relationship with third-party providers while developing a lead source for them as well as your agency. A lead generation form is an important part of building a partnership with your partners. By including a lead generation form, you can request that the visitor fill out their contact information. Partners have their own dedicated page on your website. Each page contains information about the partner, including full contact info, logo, website links, social media profile links, full description, driving directions and a lead generation form.<br />
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<h2 class="subtitle">Maximize Your Efforts</h2>
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Once you've got your online presence taken care of, maximize on that by focusing on offline aspects. You can run a contest or giveaway at anytime during the year. Make sure the prizes that you offer can be redeemed locally, that way your target market will be more likely to buy from you. Otherwise, if you offer a free TV or iPad on social media, you may get contest entries from out of state. For example, give a turkey meal away at Thanksgiving. Offer to buy a Christmas tree or presents for a deserving family at Christmas time. Give away school supplies for back to school.<br />
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Don’t forget about local marketing. Local sporting events, local events and holiday events are good ways to interact with your community. Offer small scholarships at colleges and ask for a backlink on the school’s website. Talk to a manager at an apartment complex and negotiate to sell renters insurance to their tenants.<br />
<br />
<h2 class="subtitle">Tracking</h2>
<br />
It is imperative that you track website traffic, as this provides valuable information regarding which campaigns are working, and how to capitalize on those that are. Google+ Local uses a tracking system called Insights. Insights will display specific information about your business, including how many times your business showed up on Google Search and Google Maps, as well as how many views, shares and comments your posts have received. This is available for verified local pages. <br />
<br />
Working on local listings, be it on Google+ or other websites, is an important part of your <a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/" target="_blank">online marketing</a> efforts. It is especially important if you are an agent focusing on your local surrounding area. Read more information on <a href="http://www.getitc.com/blog/tag/local%20listings/">local listings</a> or contact us for to learn more about online marketing.urn:uuid:5145 Marketing Tips for Insurance Agents in 2014 - Agency Marketing BlogMake 2014 your best year yet with these five online marketing tips for insurance agents.2014-01-06T11:42:54Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/174252443.jpg" style="width: 250px; height: 175px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />The New Year brings with it hope and new opportunities for success, which can be great inspiration and motivation. If you want to make 2014 your best year yet, I’ve got five online marketing tips to get you started. <br />
<br />
<strong>Market smarter</strong><br />
<br />
There are many ways to market your agency online, but just because you can do any of them, it doesn’t mean you should. Market smarter means take the time to identify the places your target audience is and <a href="http://www.getitc.com/blog/marketing/2013/09/23/how-to-cut-marketing-expenses-and-still-market-your-agency">find the marketing tactics that work for your agency</a>. For example, if your agency sells only commercial lines, LinkedIn would be a better use of your time and money than Facebook. If your yellow page ads are not bringing in leads, it’s time to stop advertising in the yellow pages and use those marketing dollars elsewhere.<br />
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<strong>Create an online sales funnel</strong><br />
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Every visitor is not going to be ready to contact you for a quote right after landing on your insurance agency website. But if you offer different levels of interaction, you can guide that visitor through your online sales funnel. Perhaps Jane, who lands on your website for the first time from a link to a blog post she saw a friend post to Twitter, isn’t ready to fill out a form for a free quote, but she might be ready to fill out a form for a free report or home inventory checklist. Then she might follow you on Facebook or Twitter. After engaging with you on social media, Jane signs up for your agency newsletter. Then some <a href="http://www.getitc.com/blog/marketing/2012/09/12/email-marketing-and-the-art-of-war">strategic email marketing</a> encourages her to call you for a comparison quote. This online sales funnel (blog reader -> report downloader -> social media follower -> email subscriber -> prospect) is longer than the “Call us now” call to action, but it is a lot more effective because your prospect knows and trusts you.<br />
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<strong>Stop ignoring Google+</strong><br />
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Consumers may not have adopted Google’s social network, but that does not mean you should ignore it. Do you want your website to be found in Google? Remember that Google+ is Google. The activity on Google+ influences search engine results, and the search engine giant is likely to continue increasing that influence. At minimum <a href="http://www.getitc.com/blog/marketing/2013/12/02/the-importance-of-google-authorship">set up your Google Authorship</a> for your website.<br />
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<strong>Complete your Google Local listing</strong><br />
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Google determined that when people search Google for products or services, the majority of the time they’re looking for a local solution. So Google shows local business listings, which take up a significant portion of the first page results. Completing your Google Local listing will help you get to the first page of Google results. Darmini wrote <a href="hhttp://www.getitc.com/blog/marketing/2014/01/02/how-to-make-the-most-out-of-google-local-search-part-i">a great blog post last week about creating and enhancing your listing</a>. I highly recommend you take some time to read through it.<br />
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<strong>Set a social budget</strong><br />
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Social media started out as a free platform for communicating with your online fans. However, the exposure businesses used to get on social media has been reduced as social networks change and try to monetize. For example, Facebook’s algorithm change in early December has affected the organic reach of posts. On <a href="https://www.facebook.com/InsuranceTechnologiesCorp">our Facebook page</a>, updates that once would reach roughly 25% of our fans are now reaching about 5%. If you think social media should be free, I hate to be the bearer of bad news, but that time is over. Social media advertising is a lot more affordable than television or radio. Set a budget for advertising on social media, and use it to promote important or highly relevant updates you want to make sure the majority of your fans see.urn:uuid:512Looking Back at 2013 | TurboRater - Agency Rating BlogA reflection back on major enhancements made to TurboRater in 20132014-01-03T11:38:47Z2024-03-19T05:52:04ZHappy New Year! Looking back on 2013, I am very proud of the TurboRater team and all we have been able to accomplish. More importantly though, I want to extend my thanks to our agents and partners. We appreciate your business and the opportunity to serve you. So with the year coming to a close and we prepare for 2014, I would like to take a quick look back at some of the major enhancements we added to TurboRater in 2013.<br />
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<strong>More than 110 new companies</strong> Adding new carriers to TurboRater is one of our top priorities. This year alone we added more than 110 carriers to TurboRater. <a href="https://www.getitc.com/products/rating/features/" target="_blank">See a complete list of the carriers available on TurboRater</a>. <br />
<br />
<strong>Analytics<br />
</strong>We expanded on TurboRater’s already extensive report capabilities by adding advanced performance reports. With these advanced business analytics, agency owners can effectively and easily monitor key performance indicators, including the following:
<ul>
<li>Closing Ratio Reports. These reports are not restricted to monitoring the closing ratios of the agency’s producers. They also include current and historical data on closing ratio by location, the carriers the agency represents, lead sources and the agency overall.</li>
<li>Data Quality Reports. These reports verify your producers are gathering the necessary information for agencies to effective manage and close their sales. They also help agency administrators and managers easily monitor data entry trends that can lead to identifying if producers are not properly entering information on the quote.</li>
<li>Limit Analysis – These reports analyze the liability limits quoted by producer and identify potential errors and omission trends.</li>
</ul>
<p><strong>Mobile and tablet friendly interface<br />
</strong>TurboRater is a completely web-based system, which means agents can access it from any Internet-connected device. To improve the ease of use on mobile devices, TurboRater instantly recognizes if it is displayed on a tablet or mobile phone and automatically adjusts the size of the entry fields in order to be more finger friendly. This supports agents need to be mobile so they can service today’s demanding customers.<br />
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<strong>New permission features for agencies with multiple locations or franchises<br />
</strong>We added additional permission features for Location Managers to improve the functionality for our multi-location and franchise agencies. Agencies that have the need to restrict managers to only selected locations can do so. This is a particularly attractive feature for agency franchises where there are multiple owners involved, but each owner should not have access to other owners quoting activities. The franchise owner is still able to effectively manage all of their franchisees.<br />
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<strong>Motor vehicle record integration <br />
</strong>Recognizing the desire for agents to quote the right premium for the risk, we added integration with the nation’s two leading providers of motor vehicle reports (MVRs): Softech International and American Driving Record (ADR). With the click of a button, MVRs detail a history of violations, suspensions and other pertinent information about a driver’s driving history. This ensures the agent is getting the right premium for the risk, therefore decreasing their loss ratio while increasing their bottom line.<br />
<br />
<strong>Speed and performance enhancements<br />
</strong>TurboRater’s speed is unmatched. Our average time to provide quotes from multiple insurance companies is less than 7 seconds. Throughout the year we optimized our rating engines and interface to ensure you continually have the best experience using TurboRater. <br />
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<strong>MGA/Aggregator solution<br />
</strong>Released earlier in the year, TurboRater now has the ability for MGAs and aggregators to manage their sub-agents who do not have binding authority. Sub-agents simply quote their risks in TurboRater, and then the MGA/aggregator can manage those submissions as needed. This solution is sold as a separate product.<br />
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<strong>Auto and motorcycle rating in California<br />
</strong>In September, we announced our expansion of TurboRater into California. With this expansion, we were able to give independent agents in California a choice in comparative raters.<br />
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<strong>Home rating in Kentucky, Missouri, New Mexico, Ohio, and Virginia<br />
</strong>Built on the same superior technology as our auto comparative rater, we added home rating to Kentucky, Missouri, New Mexico, Ohio and Virginia. <a href="https://www.getitc.com/products/rating/features/" target="_blank">See a complete list of the states where TurboRater is available</a>. <br />
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<strong>Prefill driver and vehicle data in Texas<br />
</strong>At a very nominal cost, agents can significantly decrease the time it takes to complete a quote with the prefill driver and vehicle data. By simply entering the named insured’s driver’s license number and date of birth, agents can immediately populate the quote with information on all drivers and vehicles in the household. No longer do you need to wait until the insured locates driver’s license numbers for family members or VIN numbers for all of their vehicles. NOTE: This feature is currently only available in Texas at this time.</p>urn:uuid:510How to Make the Most Out of Google Local Search: Part I - Agency Marketing BlogHow to create, edit and enhance Google+ Local listings.2014-01-02T09:37:16Z2024-03-19T05:52:04ZGoogle Local is important because Google tends to show <strong>local</strong> results whenever you’re searching for products or services. You can’t afford not to be noticed in those results because they make up a significant part of the first page results. About half of all mobile searches have <em>local intent</em>, meaning users are looking specifically for physical businesses in their area. <br />
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<h2 class="subtitle">Work from a Solid Base</h2>
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Before you start working on external listings, you must first ensure that your <a href="http://www.getitc.com/blog/marketing/2010/03/25/on-site-optimization">own website is optimized</a>. This means you must include geo-targets in your homepage content and meta data. For example, if you want to rank for a specific geographic area like Dallas, make sure you add it to the following areas: page title, description, on the homepage as H1 header tag and bolded keywords. You should also add your agency name, address and phone number as text on your homepage as well as on every page on your site. This can be done in the footer, header or sidebar. <a target="_blank" href="http://www.getitc.com/products/websites/">Insurance Website Builder</a> uses special tags from Schema.org for your agency name, address and phone number. This is a special markup that allows the search engines to interpret the information you’re trying to convey. If your website doesn’t contain this markup, the search engines will have a more difficult time understanding what to do with the information on the page. <br />
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As you can see in the screenshot below, the cities appear in many places. This includes multiple cities where necessary, and includes H1 and bolded keywords, and appears in the title. <br />
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<img style="width: 650px;" alt="La Familia onsite optimization" src="/images/blog/lafamilia_optimization.jpg" /><br />
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<img style="width: 650px;" alt="Heritage onsite optimization" src="/images/blog/heritage_optimization.jpg" /><br />
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<h2 class="subtitle">Create or Claim and Enhance Your Listing</h2>
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Once you have your website optimized, it is time to claim and enhance your listing. Go to Google, and search for your agency name+the city where your office is located. For example Dershimer Insurance Winter Haven. This should bring up your website as well as your map listings. If you cannot find it then you will have to create the listing. <br />
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<img style="width: 650px;" alt="SERPs page" src="/images/blog/dershimer_serps.png" /><br />
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Log in to Google, go to <a href="http://plus.google.com/" target="_blank">http://plus.google.com/</a>, then hover over the Home button on the left hand side, which will drop down a menu. Click on Pages, then click on the blue Create button on the right hand side. This will bring up five categories to choose from. Choose Local Business or Place. <br />
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<img style="width: 650px;" alt="Create Google+ page" src="/images/blog/google_plus_create.jpg" /><br />
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Agree to the terms and conditions and follow the prompts to claim your listing. You may be prompted to verify your listing by phone or postcard. If you have the option to verify by phone, take it! It is much faster and will only take a minute. It is a simple process where an automated call from Google will be placed to your business. Make sure that the person who normally answers the phone is ready for this call. Google calls you almost instantly after you hit the Call me Now button, so be prepared. They will give you a PIN number, which you will then have to enter on your computer. If you do not have the option to verify by phone, you can do so by postcard. You will receive your postcard at the location you’re listing in about 1-2 weeks. When you receive it, enter the PIN to verify. While you’re waiting on the postcard, you will be able to enhance the listing. <br />
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<strong>Add all the information requested.</strong> When adding your phone number, add your local number, not your toll free number, or marketing phone number. You can give one of the categories priority, and this will be listed in the results page. Make sure that all the information you add here is exactly the same as the information on your website, and should be exactly the same on every other listing you create across the web. This is important because you want to have consistent information among all business listings. Your local presence can be negatively impacted if you don’t. <br />
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Get your listing to 100% completion because a complete listing will help you rank higher. Be as truthful and natural as possible. Do not stuff keywords in your description or agency name. Show what makes your agency unique with a cover photo and profile picture. You can also add pictures of your building, employees, office interiors and signage. Once you’ve fully completed the listing, come back on occasion – I recommend once a month – to make updates using pictures, office events, or blog posts.<br />
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<img style="width: 650px;" alt="Edit and Share Google+" src="/images/blog/edit_share.jpg" /><br />
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Once you have enhanced your listing, you can check for duplicates. If you notice any duplicates with specific agent names attached to the listing, remove them. You should only have one listing per location. This is so that you capitalize on your efforts by only concentrating on one listing. To remove it, click to view the full listing. <br />
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Click on Edit Details. This will take you to the Map Maker, where you can choose the appropriate action to fix this listing. In this case, check the box marked Place is a duplicate of another place, then provide the web address of the correct listing. <br />
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<img style="width: 650px;" alt="Google Map Maker" src="/images/blog/map_maker.jpg" /><br />
<br />
Come back next week for <a href="http://www.getitc.com/blog/marketing/2014/01/08/how-to-make-the-most-out-of-google-local-search-part-ii#.UthnBPt5t8E">Part II</a> where we will discuss what to do once you have your listing optimized, including ask for reviews and maximize your marketing efforts.urn:uuid:5085 Ways to Revive a Stale Insurance Website - Agency Marketing BlogDon’t let a stale website keep potential clients away. Clients can tell when a website has been left alone for too long and will seek quotes elsewhere.2013-12-30T16:00:00Z2024-03-19T05:52:04Z<p>When was the last time you touched up your insurance agency website?</p>
<p>Clients can tell when a website has been left alone for too long. If they see an agency is not taking care of their website, the client will think the agency might not take care of their needs. Not only does a stale website make your agency look less reputable, it will lead clients to seek out quotes from websites they feel are being paid attention to.</p>
<p>Don’t let a stale website keep potential clients away. Completely redoing your entire insurance website takes time. But here are five quick ways you can freshen up your website’s design today.</p>
<img alt="" src="http://www.getitc.com/images/blog/164550991.jpg" style="width: 275px; height: 329px; float: left; margin-top: 5px; margin-right: 10px; margin-bottom: 5px;" />
<p><strong>Widen Your Website</strong><br />
If it has been more than one year since you last updated your website, you may have a very narrow website. Make sure that your website is at least 1,000 pixels wide, which is today’s average website width.</p>
<p>The standard width of websites will change over time, so check your insurance website’s width each year. If your website is much smaller or much wider than other agency websites, adjust your website’s width to match.</p>
<p><strong>Play with Your Colors</strong><br />
Take notice of all the spots on your website that are gray or use neutral colors. Then find places to add a splash of color to attract a client’s attention. For example, add color to your call -to -actions to make them stand out.</p>
<p>If your agency’s logo uses different colors than the ones your website is using, be sure to integrate the logo’s colors into the website’s color scheme. This will show consistency and reinforce your branding.</p>
<p><strong>Promote a New Line of Business</strong><br />
Your book of business may have changed since you last touched up your website. Review the lines listed on your website and adjust accordingly.</p>
<p>If you have a spot on your home page that highlights a line of business, change it to promote a different line of business.</p>
<p><strong>Add or Swap Out Photos</strong><br />
The human eye is drawn to visuals, so swapping out even one photo on your home page will make the website feel like new - especially if the same face has been staring at your clients for a while.</p>
<p>Make sure that your home page content includes a photo or two. While text on the first page is important for search engine optimization, photos can break up chunks of text and make it easier to read.</p>
<p><strong>Update Your Information</strong><br />
Have you moved or added a new location? Has your agency grown to include more employees? Let your clients know about it.</p>
<p>Rewriting your content will also give your website a fresh appearance. Changing up the phrases on your home page, even the formatting of your current text goes a long way. Add bullet points to make your content more web-friendly and easier to read.</p>urn:uuid:506Masters of Marketing: How to Make the Most Out of Google Local Search - Agency Marketing BlogSlides and recording of the December 19th Masters of Marketing webinar on Google Local.2013-12-19T15:07:12Z2024-03-19T05:52:04ZIn today's Masters of Marketing webinar, John Dessommes and I talked about Google Local, including how to set up your profile and tips for using it to promote your insurance agency website. If you missed it, you can <a href="https://attendee.gotowebinar.com/recording/3873088338153157634">listen to the recording here</a> or view the slides below.<br />
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<a href="http://www.getitc.com/blog/author/amanda_oldham/">Amanda Oldham</a>, one of our website coordinators, will host the January Masters of Marketing webinar on Thursday, January 23rd at 12 p.m. CST (1 p.m. EST, 11 a.m. MST and 10 a.m. PST). She will discuss common mistakes made on insurance websites. <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">You can register here.</a><br />
<br />
<iframe width="476" scrolling="no" height="400" frameborder="0" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/29368091"></iframe>urn:uuid:505What to Look for in an SEO Firm - Agency Marketing BlogYou’re interested in paying an SEO firm money to enhance your online presence, but which company should you choose?2013-12-13T17:31:19Z2024-03-19T05:52:04Z<p><strong><span style="font-size: 11pt; font-weight: normal; font-family: ubuntu;"><img alt="" style="width: 250px; height: 299px; float: left; margin-right: 10px; margin-bottom: 10px;" src="/images/blog/164550991.jpg" />You’re interested in paying an SEO firm money to enhance your online presence, but which SEO firm should you choose? The following tips should help you properly make that important decision.</span></strong></p>
<p><strong><span style="font-size: 11pt; font-family: ubuntu;">Reputation</span></strong><span style="font-size: 11pt; font-family: ubuntu;"> </span> </p>
<p><span style="font-size: 11pt; font-family: ubuntu;">How do other SEO experts regard this company? Search on Google. Many SEO experts post on SEO forums. Do their peers respect their opinion? What do their former customers think of them? Don’t be bashful. SEO companies will typically showcase their clients on their websites. Give one or two of those clients a call, and ask them what their SEO provider did for their bottom line. </span></p>
<p><strong><span style="font-size: 11pt; font-family: ubuntu;">What do you need?</span></strong></p>
<p><span style="font-size: 11pt; font-family: ubuntu;">Do you need an <a href="http://www.getitc.com/products/websites/features/search-engine-optimized-website"><strong>SEO audit</strong></a>, local SEO, organic SEO, PPC management, link building, <a href="http://www.getitc.com/products/leadmanagement"><strong>email marketing</strong></a>, etc.? Not sure what you need? Take some time before requesting proposals from SEO companies to figure out the job to be done. Do you want to increase sales by 20% over the next 12 months? Do you need better rankings for certain keywords? </span><span style="font-size: 11pt; font-family: ubuntu;">Have a goal in mind by which you will measure success, and make that goal the center of your communication with your SEO firm. If you can’t measure how successful your SEO efforts are, you’re less likely to be successful.</span></p>
<p><strong><span style="font-size: 11pt; font-family: ubuntu;">Case studies and references</span></strong></p>
<p><span style="font-size: 11pt; font-family: ubuntu;">Is your SEO firm ultimately going to help you accomplish your goals? Treat your search for an SEO expert as if you’re on vacation in a foreign country. You’ll need an experienced guide. SEO providers can’t predict the future, but they can put your mind at ease by providing client references. If you run an insurance agency, and you talk to an SEO firm that has worked with hundreds of other insurance agencies, then that’s a reasonably good predictor they’ll be successful working with your agency.</span> </p>
<p><strong><span style="font-size: 11pt; font-family: ubuntu;">Make them tell you stories.</span></strong> </p>
<p><span style="font-size: 11pt; font-family: ubuntu;">A good SEO firm executes tactically. A great SEO firm does that and is also highly creative, and creative people tell good stories. Stories also allow you to get a truer vision of what the SEO firm is all about. Case studies and references are like looking up someone’s LinkedIn profile. You do that before hiring an employee, but you wouldn’t hire someone based exclusively on his or her LinkedIn profile. You’d also want to hear the candidate tell you stories about his or her background, experience, and successes and failures. Even if you have made up your mind, as you listen to stories, you may completely change your opinion.</span></p>
<p><strong><span style="font-size: 11pt; font-family: ubuntu;">Watch out for experts who can't answer questions confidently.</span></strong><span style="font-size: 11pt; font-family: ubuntu;"> </span> </p>
<p><span style="font-size: 11pt; font-family: ubuntu;">No one knows everything. In SEO, you can't expect someone to answer every question you pose with a perfect answer, but you <em><span style="font-family: ubuntu;">can</span></em> expect them to answer honestly and confidently. You're really looking for confidence, generally: how competent and composed is the SEO you're dealing with? Do they know how to answer questions logically and reasonably, or do they get flustered and defensive by pointed questions?</span></p>
<p><strong><span style="font-size: 11pt; font-family: ubuntu;">Beware of experts using techniques that put you at risk.</span></strong><span style="font-size: 11pt; font-family: ubuntu;"> </span> </p>
<p><span style="font-size: 11pt; font-family: ubuntu;">This includes buying links, cloaking with an intent to deceive users and/or search engines, etc.. Find out, and be assured that the partner you choose doesn't mess around with any tricks that could harm your company.</span></p>
<p><strong><span style="font-size: 11pt; font-family: ubuntu;">Ask around.</span></strong><span style="font-size: 11pt; font-family: ubuntu;"> </span> </p>
<p><span style="font-size: 11pt; font-family: ubuntu;">Chances are someone you know already has an opinion or two about a SEO consultant or agency. Ask them. Use your social connections on LinkedIn and elsewhere (such as Twitter). Some of the best leads for a SEO firm will be word-of-mouth referrals from people you trust.</span></p>
<p><strong><span style="font-size: 11pt; font-family: ubuntu;">Guaranteed rankings</span></strong><span style="font-size: 11pt; font-family: ubuntu;"> </span> </p>
<p><span style="font-size: 11pt; font-family: ubuntu;">Does the SEO firm guarantee rankings? Run fast. Guaranteed rankings mean nothing if they don’t lead to conversions. The town of Impact, Texas has a population of 35. If you’re an insurance agent and you rank #1 organically on Google for the term “Impact Texas car insurance,” who cares? You are unlikely to drive any traffic if any from that term and even less likely to turn that traffic into a conversion. If an SEO agency does guarantee a #1 ranking on Google for a much more popular search term like “Los Angeles auto insurance” in a short period of time, the tactics used to get you that #1 ranking could haunt you in the future.</span></p>
<p><strong><span style="font-size: 11pt; font-family: ubuntu;">Do they provide monthly reports?</span></strong><strong><span style="font-size: 11pt; font-family: ubuntu;"> </span></strong> </p>
<p><span style="font-size: 11pt; font-family: ubuntu;">How will the SEO agency measure success? How will they convey that information to you? You should be provided a report of your progress on a monthly basis. SEO firms should always provide the tasks they perform in your monthly report. They should also include the rankings for the terms that are agreed upon and a summary of what went on that month, goals and what to expect in the future.</span></p>
<p><span style="font-size: 11pt; font-family: ubuntu;">Finding the right SEO company isn’t an easy task. Don’t let a pushy salesperson rush you into making a decision without answering all of your questions and concerns. </span></p>urn:uuid:504What Good Marketing Experts Never Say - Agency Marketing BlogBy watching what the marketing experts do and say - and not do and say - you will know where to focus your agency marketing.2013-12-11T16:30:01Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000015830226XSmall.jpg" style="width: 250px; height: 187px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />Big companies spend a lot of money on marketing. The marketing experts at these companies are good at the art of marketing because they have spent so much time learning and working the craft.<br />
<br />
You may not have the budgets of big companies, the marketing staff or the time to spend educating yourself on marketing, but you can learn from these marketing experts by paying attention to what they don't say. <br />
<br />
<h2 class="subtitle">What you will never hear a good marketing expert say</h2>
<br />
<br />
<strong>My customers are not on social media.</strong><br />
<br />
According to Experian, 27% of total time spent on the Internet in the United States is spent on social networking sites. According to Nielsen, 46% of online users count on social media when making a purchase. <br />
<br />
Still think your older customers aren't using social media? The fastest growing demographic on Facebook and Twitter is the 55-64 age bracket (46% growth on Facebook since 2002 and 79% on Twitter).<br />
<br />
What smart marketers have realized - and what you can learn from them - is that social media is not going away. <a href="http://www.getitc.com/blog/marketing/2012/09/25/how-social-media-has-changed-how-your-customers-think">It has changed how consumers think.</a> You don't have to be on every social network. Figure out which one makes the most sense for your agency, and <a href="http://www.getitc.com/blog/marketing/2013/10/17/succeeding-on-social-media-separating-expectations-and-realities">start connecting and building that reputation</a> you deserve as an insurance expert.<br />
<br />
<strong>SEO is not important.</strong><br />
<br />
If you want Consumers Joe and Jane, who have never heard of your agency, to find your insurance agency website when they are shopping for insurance, <a href="http://www.getitc.com/blog/marketing/2013/08/29/why-seo-is-essential-for-your-agency">you need to invest in search engine optimization</a>. Good marketing experts know that almost everyone online does not go past the first page of search results, which means if their websites are not on that first page, they are missing out on potential sales.<br />
<br />
<strong>I don't have time to blog.</strong><br />
<br />
Blogging is one of the best things you can do for your website as it helps with SEO. It also benefits your brand because your online visitors will read it and start to see you as the insurance expert you are. Plus, it will help differentiate your agency from your competition. Good marketers know that blogging can increase awareness, drive traffic, build loyalty and influence buying decisions.<br />
<br />
<strong>I don't know where my leads come from.</strong><br />
<br />
Good marketers never say this because in order to <a href="http://www.getitc.com/blog/marketing/2013/10/21/how-to-tell-if-your-digital-agency-marketing-is-working">know which marketing campaigns are working</a>, they must know whether those campaigns are generating any leads and sales. When you know where your leads come from, you can adjust mid-campaign, make better decisions, stop wasting money on marketing that doesn't work and repeat marketing campaigns you know do work.<br />
<br />
What have you learned by watching marketing experts?urn:uuid:503AgencyBuzz Academy: Recordings - Agency Marketing BlogYou will find links to the surveys, renewal reminders, print and mail, and social media sessions of AgencyBuzz Academy. 2013-12-04T14:17:48Z2024-03-19T05:52:04ZHere are some AgencyBuzz Academy recordings from past webinars. If you would like to join AgencyBuzz Academy live, you can register <a href="http://www.getitc.com/blog/marketing/2013/12/02/agencybuzz-academy-december-schedule#.Up-O2uKHduY" target="_blank">here</a>. <br />
<br />
<a href="https://attendee.gotowebinar.com/recording/2236527951880738306" target="_blank">Building and Sending Surveys</a><br />
<br />
<a href="https://attendee.gotowebinar.com/recording/3937626371678110210" target="_blank">Building and Automating Renewal Reminders</a><br />
<br />
<a href="https://attendee.gotowebinar.com/recording/676992753671209218" target="_blank">Using Print and Mail in AgencyBuzz</a><br />
<br />
<a href="https://attendee.gotowebinar.com/recording/8288695149132814593" target="_blank">Setting Up and Using the Social Module in AgencyBuzz</a><br />
<br />urn:uuid:502Stop Neglecting Your Blog. Become a More Productive Writer. - Agency Marketing BlogTips for how to become a more productive writer so your insurance website blog is regularly updated.2013-12-03T16:44:17Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Writing.jpg" style="width: 250px; height: 166px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Insurance website blogs are started with the best of intentions, and more often than not, they're left to wither and become a remnant of those intentions.<br />
<br />
Often I hear agents claim that time is the reason why they neglect their blogs. While that is true in some cases, I think the true culprit for this blog abandonment is that agents don't think they're good writers.<br />
<br />
Writing is a skill that everyone can improve upon. Even if you think you don't have any writing talent, you can improve your writing by working to become a more productive writer. A more productive writer becomes a better writer over time due to the amount of practice the productive writer gets.<br />
<br />
How do you become a more productive writer?<br />
<br />
<strong>Read more</strong><br />
<br />
Reading will help you find your style and voice as well as give you ideas for blog posts. Start regularly reading other blogs. They don't all have to be insurance. There are blogs out there for every interest. <br />
<br />
<strong>Bookmark what you like</strong><br />
<br />
As you read, bookmark articles or posts that grab your attention for whatever reason. This folder can become a source of inspiration later on.<br />
<br />
<strong>Write down ideas</strong><br />
<br />
Not having a topic to write about can discourage a budding blogger from trying. Nothing like a blank screen to mock your writer's block. Keep a file or document where you write blog post ideas as you have them. Then when you're having trouble coming up with a topic, you can visit your file and pick one. (I've got at least 40 blog post ideas in mine.)<br />
<br />
<strong>Write like you talk</strong><br />
<br />
Don't try to write like someone else. Write like you're having a conversation with a friend because then you will write like you talk, which is easier than trying to write like someone else.<br />
<br />
<strong>Time yourself</strong><br />
<br />
Set a timer for 45 minutes, and write. Then take a break for 15 minutes. Sometimes knowing you have a break coming up will encourage you to write. Your break will then re-energize you so you can come back to your writing with a clear head.<br />
<br />
<strong>Edit sober<br />
</strong><br />
"Write drunk, edit sober." is a famous Ernest Hemingway quote. I don't recommend taking this literally, but I do recommend you write and then leave your post for a cooling off period. Come back to it later for review and editing. You will pick up on what needs to be changed more easily because you've had time away from your writing.<br />
<br />
Maybe writing is not your thing so you don't have a blog because you know you'll never post anything. Your insurance website does need a regularly updated blog if you are serious about online marketing. If you don't want to write it, find someone at your agency who does. Or, you might consider <a href="http://www.getitc.com/solutions/agency_marketing/content_services/">hiring outside help to provide you with blog content. </a>urn:uuid:501AgencyBuzz Academy: December Schedule - Agency Marketing BlogJoin us for AgencyBuzz Academy where we go step by step through one feature of AgencyBuzz each week. 2013-12-02T08:35:21Z2024-03-19T05:52:04Z<span itemprop="articleBody">AgencyBuzz Academy is a 30 minute, weekly
webinar series highlighting the features and capabilities of AgencyBuzz.
Classes are held every Wednesday at Noon CST (1 PM Eastern, 11 AM Mountain, and 10 AM Pacific)<br />
<br />
Each week we will cover a new topic, and I will walk you step by step
through the process. We will also record each week's webinar and post it
to our blog so you can come back to it at any time. <br />
<br />
Here is December's schedule of topics and a link to register:<br />
</span>
<ul>
<li>December 4 - Get Social with AgencyBuzz: Setting Up and Using the Social Media Module in AgencyBuzz -<a href="https://attendee.gotowebinar.com/register/8834925928692447745" target="_blank"> Sign Up</a></li>
<li>December 11 - Using Widgets - <a href="https://attendee.gotowebinar.com/register/8553928140028259073" target="_blank">Sign Up</a></li>
<li>December 18 - Importing: Contact, Policies and Companies. Oh my! - <a href="https://attendee.gotowebinar.com/register/2492969247959575553" target="_blank">Sign Up</a></li>
<li>December 25 - <em><strong>NO AGENCYBUZZ ACADEMY</strong></em>. <br />
ITC will be closed for the Christmas Holiday </li>
</ul>
<span itemprop="articleBody">
<div><br />
</div>
<div><span style="color: #262626;">AgencyBuzz Academy will be lead by
me, Jennifer Fitzsimmons, and we will cover
all aspects of AgencyBuzz, as well as any new features, tips, shortcuts,
work-arounds, and ways to improve your agency efficiency using
AgencyBuzz. <br />
<br />
I hope to see all of you there! </span></div>
</span>urn:uuid:500The Importance of Google Authorship for Your Insurance Website - Agency Marketing BlogThe Importance of Google Authorship2013-12-02T07:30:00Z2024-03-19T05:52:04Z<p><img alt="" style="width: 250px; height: 101px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/google-authorship.jpg" />Google Authorship is a new tool Google introduced for websites to gain authority and be seen as credible in searches. Google Authorship is also a way to help the content on your page appear more personal. So what exactly is Google Authorship?</p>
<p>In 2005, Google introduced Agent Rank, which is a way they could rank content written by expert authors so it ranks higher in searches. Since then, Google has worked to improve their methods, and, thus, Google Authorship was born. Google Authorship connects an author's personal Google+ profile to a website. When this connection is made, the profile picture from the Google+ account will appear next to the website link in the search results. <br />
<br />
There are many benefits for your agency to be connected to Google Authorship.<br />
<br />
</p>
<ol>
<li><span style="font-size: 11pt; font-family: calibri,sans-serif;"><strong>To be easily noticed.</strong> Your photo will help your website stand out in the search results. This picture, and the Google+ account it is attached to, should be a clear headshot of a representative from your insurance agency. <br />
<a href="http://www.getitc.com/emailmarketing/customercommunications/images/ecilisting.jpg" target="_blank"><img alt="" src="/images/blog/ECIlisting.JPG" style="width: 300px; height: 60px; vertical-align: middle; margin-top: 5px; margin-bottom: 5px;" /></a><br />
</span></li>
<li><span style="font-size: 11pt; font-family: calibri,sans-serif;">Obviously, <span style="font-size: 11pt; font-family: calibri,sans-serif;">the more
it is noticed, <strong>the more clicks it will receive. </strong>As you know, the more
your agency website is seen, the more likely it is to be visited.</span></span></li>
<li><span style="font-size: 11pt; font-family: calibri,sans-serif;"><strong>It gives your website authority and credibility </strong>– a face behind a name. Content that shows a picture of who wrote it gives readers a sense of security that your agency can be trusted. Likewise, it gives Google more confidence that your insurance agency website is one they can trust as legitimate and should therefore promote.</span></li>
<li><span style="font-size: 11pt; font-family: calibri,sans-serif;"><strong>More clicks.</strong> In the insurance industry, it is extremely hard for an independent insurance agency to rank as #1 in the searches. With Google Authorship, when someone searches “Oklahoma City auto insurance,” it doesn’t matter if the website is #8 or #1, the one with the picture beside the link will more than likely be noticed first. This changes the way we determine rankings in searches. It doesn’t necessary matter if your agency is ranking at the top of the searches. With Google Authorship, a lower ranking, with a picture beside it, can get more clicks than a #1 ranking. Rankings don’t matter as much, clicks matter more.</span></li>
</ol>
<p>Setting up Google Authorship can be a simple process. Here are the steps:</p>
<ol>
<li><span style="font-size: 11pt; font-family: calibri,sans-serif;">Visit the Google Authorship setup page: <a href="https://plus.google.com/authorship">https://plus.google.com/authorship</a></span></li>
<li><span style="font-size: 11pt; font-family: calibri,sans-serif;">Set up a personal Google+ account, complete with a personal profile picture and a byline with your name and who you are in the agency. You then have 2 options – to verify your Google+ page as connected with your agency website by an email that is associated with your website domain or by placing a code in the footer section of your agency’s website. The instructions on placing the code on your website can be found here: <a href="https://support.google.com/webmasters/answer/1408986">https://support.google.com/webmasters/answer/1408986</a> . </span></li>
<li><span style="font-size: 11pt; font-family: calibri,sans-serif;">Thankfully you don’t have to wait around wondering if you have done everything right. Google provides a tool, <a href="http://www.google.com/webmasters/tools/richsnippets">http://www.google.com/webmasters/tools/richsnippets</a>, that will help you know for sure if your site is correctly connected with your Google+ profile. However, it may take a short time for your picture to actually start showing up in the searches in Google.
</span></li>
</ol>
<a href="http://www.getitc.com/emailmarketing/customercommunications/images/authorshiptesting.jpg" target="_parent"><img alt="" src="/images/blog/AuthorshipTesting.JPG" style="width: 400px; height: 342px; vertical-align: middle; margin-top: 5px; margin-bottom: 5px;" /></a><br />
<br />
<br />
<strong>Now what? </strong><br />
<br />
<span style="font-size: 11pt; font-family: calibri,sans-serif;">In SEO, the content on your website is king. Frequent blog posts are a great way to add relevant content to your website. Also, the more people you interact with on Google+ and the more your blog is shared/clicked/seen, the more authority you will have as an author. Google Authorship will allow you to write excellent content and have it noticed in the searches. If you haven’t taken advantage of Google Authorship yet, get started now, and claim your content. You will be glad you did.</span>urn:uuid:49922 Tips to Increase Traffic to Your Insurance Website Blog - Agency Marketing BlogTake the next step in turning your insurance agency website into a major city. Start driving traffic to your blog.2013-11-25T16:32:49Z2024-03-19T05:52:04Z<img alt="" style="width: 200px; height: 187px; float: right; margin-bottom: 5px; margin-left: 5px;" src="/images/blog/countryroad.jpg" />A few months ago, <a href="http://www.getitc.com/blog/marketing/2013/08/26/is-your-insurance-website-a-one-stoplight-town">we talked about how an insurance agency website is like a major city</a> with highways that bring in lots of traffic thanks to a blog full of fresh, informative content.<br />
<br />
If you've started blogging to turn your website from a one-stoplight town into a major city, you've taken a great first step. The next step is to start driving traffic to your blog. <br />
<strong><br />
22 Tips to Increase Traffic to Your Insurance Website Blog</strong><br />
<ol>
<li><a href="http://www.getitc.com/blog/tag/content/">Create awesome content.</a></li>
<li>Build a following on social media.</li>
<li>Share each post with your social media community as you publish them.</li>
<li>Add links to your blog on your social media profiles.</li>
<li>Build your email list.</li>
<li>Share a snippet of your blog post in your agency newsletter, and link back to the full post on your blog.</li>
<li>Make it easy to share your blog posts by including social media share buttons at the bottom of each post.</li>
<li>Have an RSS feed option, and invite people to subscribe to your blog using your RSS feed.</li>
<li>Offer yourself to your referral sources as a guest blogger.</li>
<li>Comment on other blogs.</li>
<li>Reply to all comments on your blog posts.</li>
<li>Interview people from your community - the more influential, the better - and blog about it.</li>
<li>Make sure your blog is easy to read on mobile devices.</li>
<li><a href="http://www.getitc.com/blog/tag/seo/">Optimize your website for the search engines.</a></li>
<li>Use your keywords in the title, the post itself and any images you use.</li>
<li><a href="http://www.getitc.com/blog/marketing/2012/11/27/how-to-find-time-to-blog">Find a publishing schedule that works for you</a>, whether that's daily, weekly or monthly, and stick to it. </li>
<li>Put your current blog post on your home page.</li>
<li>Link to previous blog posts that are relevant to the same subject.</li>
<li>Participate in LinkedIn groups.</li>
<li>Add a link to your blog in your email signature.</li>
<li>Include other forms of content like videos and infographics.</li>
<li>Mention your blog at your events, webinars, etc.</li>
</ol>
<br />
Is there something we missed? How are you increasing traffic to your blog?urn:uuid:497Are You Overdue for a Redesign of Your Insurance Website? - Agency Marketing BlogThe web is constantly changing and as other websites evolve, so should yours. Don't let a stagnant insurance website design hurt your marketing efforts.2013-11-21T17:00:00Z2024-03-19T05:52:04Z<p>The web is constantly changing and as other websites evolve, so should yours. Your website design should never remain stagnant.</p>
<p>Visitors to your website will think that you do not pay attention to your website, so they will be less likely to submit quote requests or interact with your website. Driving potential clients away because of an outdated website design can affect your marketing and branding.</p>
<p>If you redesign your insurance website every month, you will have little time to sell insurance and it will confuse your clients. But if you stick with a design too long, your competition will outpace you.</p>
<p>How do you find the perfect balance?</p>
<p><img alt="" src="/images/blog/HiRes.jpg" style="width: 225px; height: 148px; float: left; margin-top: 5px; margin-right: 10px; margin-bottom: 5px;" />Ask yourself the following questions:</p>
<p><strong>Is my website hard for my clients to use?</strong><br />
You always want your website to be easy to use. If new clients visiting your website for the first time have trouble finding where they need to go, then it is time to update your insurance website design.</p>
<p><strong>Does my website look really small/narrow?</strong><br />
A few years ago, the average width of a good website was 750 pixels. Monitors were smaller, but over the years they have grown. Along with monitors, websites have grown; the average width of a website is now is 1,000 pixels.</p>
<p><strong>Is my website currently using Flash?<br />
</strong>Flash is great for animation on a website, but it is no longer supported on all platforms. Clients viewing your site on an iPad may not be able to see everything on your website. With the growing use of tablets, you should consider using a slideshow built in HTML5 instead. It’ll even help you with your search engine optimization.</p>
<p><strong>Does my agency website look outdated in comparison to others?<br />
</strong>Be mindful of your competition. If they are receiving more visitors to their website, look at their website design, and try to see the new things that they are doing right. Then do it better.</p>
<p><strong>Has it been at least a year since my last redesign?</strong><br />
Trends and technology used in insurance website design change fast. What may have been perfect a year ago may now be holding your agency back. </p>
<p>If you answered <em>yes</em> to any of the above questions, it is time to give your website a facelift.</p>
<p>You don’t need a designer’s eye to know when your website is in need of a makeover. Ask yourself these 5 questions every few months and you’ll always have an up to date insurance website.</p>
<p>Next month, we’ll talk about ways to freshen up your website design without doing a complete overhaul.</p>urn:uuid:496How A Negative Review Can Positively Affect Your Agency - Agency Marketing BlogFive tips for responding to negative local listing reviews.2013-11-19T15:19:00Z2024-03-19T05:52:04Z<p><img alt="" style="margin: 0px 0px 10px 10px; float: right;" src="/images/blog/google-yelp-logos.jpg" />Receiving a negative review on a local listing can feel devastating . You can recover from it and use the review to your advantage. A negative review, whether it's a legitimate complaint or a person randomly throwing salt on your agency's name, can have positive affects for your business. It all depends on how you handle the situation. Here are five tips for responding to negative reviews to turn the negative into a positive for your agency. </p>
<p><strong>1.</strong> <strong>Always be kind and courteous.</strong> This is important to keep in mind when handling customer situations on and off the internet. Resolving an issue with a frustrated client is not the easiest task, and you certainly want to keep from making it worse. Handling the situation with courteousness will not only show how caring your agency is, but it might encourage the client to continue doing business with you.</p>
<p><strong>2</strong>. <strong>Keep your responses short and simple.</strong> The client or clients you’re responding to want an informative and sincere reply to their concerns. Do not overwhelm them with too much information. </p>
<p><strong>3.</strong> <strong>Don’t take the review personally.</strong> This goes hand-in-hand with remaining courteous and kind. Keep in mind you’re dealing with feedback regarding a client’s experience. It’s not a personal attack on you. It’s not about you as an individual. Remembering this will help you from becoming frustrated while replying, which will result in a kind, courteous and sincere reply to the issue.</p>
<p><strong>4.</strong> <strong>Even negative feedback is helpful feedback.</strong> A negative review can be as beneficial for your business as a positive one. Let the feedback inspire you. Make a change to your agency based on what clients are saying about it. Once you’ve made an improvement, thank the client whose review influenced it. This lets the client know his or her opinion matters.</p>
<p><strong>5.</strong> <strong>Don’t treat your reply as a potential sales pitch.</strong> The clients reviewing your agency are already doing business with you. There is no need to take advantage of the situation by making it into a sales pitch. You don’t need to offer an incentive for continuing to do business with your agency or present them with advertisements. Instead, share something new about your agency. They’ll appreciate that a lot more and see it as helpful information.</p>
<p>Following the tips above will help you maintain and improve your agency’s reputation on and off the web. As you go about responding to negative reviews, be creative while keeping these five tips in mind. You can find more information about responding to reviews by reading <a title="Google Places for Business Guidelines" href="https://support.google.com/places/topic/1656749?hl=en&ref_topic=1656875">Google's guidelines</a>.</p>
<p>How does your agency handle negative reviews? Leave a comment, and tell us.</p>urn:uuid:495AgencyBuzz Academy: Why is Adding Print & Mail to Your Campaigns Important? - Agency Marketing BlogDigital marketing is a great, cost effective way to connect with customers & prospects. Adding print & mail to campaigns could be what sets you a part.2013-11-18T08:15:13Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 283px; float: right; margin: 4px;" src="/images/blog/BJINnCeCQAEdADo_thumb.png" />In this week's edition of <a target="_blank" href="https://attendee.gotowebinar.com/register/2830785398620142081">AgencyBuzz Academy</a>, we'll be looking at how to use the print and mail feature in our agency marketing system AgencyBuzz. Some may be asking, "Why would I want print and mail cards when email is free?" This is a valid question so I went to the source, Mailprint.com, the print and mail engine behind AgencyBuzz. <br />
<br />
Below you'll find some valuable information about how to integrate direct mail into your marketing strategy. For more information about how to use the print and mail feature in AgencyBuzz, register for this week's <a target="_blank" href="https://attendee.gotowebinar.com/register/2830785398620142081">AgencyBuzz Academy</a>. <br />
<br />
<h1 class="title">Integrate Direct Mail into your Marketing and Increase Response</h1>
<div class="post-content clearfix">
<p>The
growth of modern online marketing and its integration with traditional
advertising has created a communications overload, in which the average
consumer may hear or see as many as several thousand marketing messages
every day. Marketers and business owners looking to overcome this noise must develop effective cross-media strategies. Cross-media
marketing campaigns use different channels to promote
each other. This might include direct mail, email marketing, radio, television, podcasts, social media posts, print ad campaigns, landing pages and more.</p>
<p>The use of direct mail has shown significant positive feedback when
it comes to measuring the response rates of cross-media marketing
campaigns. According to a recent statistic in <em>Deliver</em> magazine,
customers who were sent a printed catalog to the magazine’s website not
only logged more time on the website but also purchased 28% more of
the product on average than customers who were not mailed a printed
catalog.</p>
<p>This is not to say that direct mail should replace online marketing,
but rather that the two should be integrated into a combined marketing
campaign. Direct mail is most effective when it drives the customer to a
website or landing page. Online marketing is most effective when the
customer interacts with an online entity like filling out a form, giving
the marketer or business owner product or service leads, or by sharing
the site through social media. This integrations is the key to successful cross-media
marketing campaigns.</p>
<p>Increasing response rates of cross-media marketing campaigns does not
have to be expensive or time-consuming. Something as simple as direct
mail postcards can help build a business when integrated with online
marketing tools.</p>
<p><strong>Two great ways to integrate:<br />
</strong><br />
<strong>1. Use a postcard campaign to collect email addresses and basic information </strong><br />
Email addresses are a cost-effective way to keep tabs on your current
and potential clients. Several popular email services even allow the user to track email openings and
clicks, so the sender can better understand a campaign’s effectiveness.
However, you can’t track email responses without obtaining emails, and a
postcard campaign is a great way to reach out to potential clients who
would otherwise never know how or where to register.</p>
<p><strong>2. Have postcards point potential consumers to a landing page</strong><br />
Landing pages are critically different than a website’s homepage in that
a landing page lists only the information necessary for your selling
point, whether it’s an offer, special or product promotion. A
homepage often lists more products and information that might be
otherwise distracting. Websites allow browsing; landing pages are a direct sales pitch. They guide the customer through a sale or intended interaction.</p>
<p><strong>The two major benefits of direct mail: </strong></p>
<p><strong>1. Ability to target the ideal consumer</strong><br />
Few products and services are attractive to everyone. By outlining the
characteristics of a company’s best customers, a model of who best to
target in a direct mail campaign can be achieved. This could mean
targeting by gender, age, income level, and more, allowing a mailing
campaign to reach the people who might be most receptive.</p>
<p><strong>2. Increase your responses</strong><br />
While online marketing strategies are awesome, great response rates
of cross-media marketing campaign consistently point to the necessity of
direct mail. This is because direct mail continues to be opened at
greater rates than email advertisements.</p>
<p>Whether you are in the marketing business or are a business owner
looking to increase company marketing effectiveness, integrating direct
mail and online advertising is the best way to influence response rates
of cross-media marketing campaigns.</p>
</div>
<a target="_blank" href="http://blog.mailprint.com/index.php/4330/integrate-direct-mail-into-your-marketing-and-increase-response/">SOURCE</a>urn:uuid:494Why are More People Switching to Flat Design? - Agency Marketing BlogFlat Design For Your Insurance Website2013-11-11T09:42:57Z2024-03-19T05:52:04ZIn the past website designs featured shadows, bubbles, shiny glares and a lot of gradients. Later, web designers moved more towards using faux-realistic textures, huge drop shadows and real objects in an attempt to bring real life to the screen. Recently, a more simplified and classically digital design approach has taken over the design world. You’ve seen companies like Microsoft and Google embracing this design style and updating their logos and programs with it.<br />
<br />
<img width="600px;" src="/images/blog/google.jpg" alt="Google Design" /><br />
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<br />
Flat design is a minimalistic design approach that is user-centric. Without the extra shadows, gradients and textures, the elements in flat design are clearer and easier to comprehend. Both the user experience and overall functionality are improved when there is less visual noise, which is what makes flat design so great for your online visitors. In short, flat designs are simply more soothing to the eyes. It is the most current, popular and successful style for a user interface. Anyone who wants his or her insurance agency website to be easy to use should take a look at this new trend.<br />
<br />
<img src="/images/blog/widget.jpg" alt="Widget" /><br />
<br />
<br />
<strong>Keep It Simple </strong><br />
<br />
All elements in a website that makes effective use of flat design must focus on the idea of simplicity. Bright, solid and clean colors; unornamented text; and simple, crisp illustrations all contribute to a cohesive and functional flat design. Plenty of bright, solid colors easily grab attention and help to guide a user’s eye around the website. However, flat design can be just as successful with minimal usage of bright color.<br />
<br />
<img src="/images/blog/apps.jpg" alt="Apps" /><br />
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<br />
Consumers have taken to the change to flat user interface design thanks to major companies like Microsoft and Google adopting it in their popular mail products. When these extremely popular mail clients released new versions with a completely flat aesthetic approach, they optimized the user experience so people transitioned smoothly and successfully.<br />
<br />
Since we humans are a conventional species, we still need references to reality to help engage us with an interface. Therefore, clear, simple illustrations are still used in flat design. Windows 8, for example, uses little basket icons to represent shopping and an envelope for email. The truth is that simple images convey messages more quickly than detailed messages. I like the <a href="http://www.xero.com/small-business-guides/cloud-accounting/cloud-computing/">What is the Cloud?</a> Infographic as you can easily grasp the concepts in its simplified illustration.<br />
<br />
<img src="/images/blog/metro.jpg" alt="Metro" /><br />
<br />
<br />
Flat design, like any other trend, could easily disappear very quickly. However, judging by the positive response of users everywhere and the effectiveness of this simple design approach, it is sure to be around for quite a while.urn:uuid:493Ignore These Social Media Tips - Agency Marketing BlogThere is no hard and fast rule on how to succeed on social media. Experiment, measure and repeat what works for you.2013-11-05T16:36:36Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000010635155XSmall.jpg" style="width: 250px; height: 166px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />There is no shortage of articles and blog posts offering advice and tips on how to use social media. After a while, you start to notice that many of these articles contradict each other:<br />
<ul>
<li>Post in the morning. Most people check Facebook first thing in the morning.</li>
<li>Post in the evenings. More people are on Facebook in the evenings than any other time of day.</li>
<li>Photos get more visibility and engagement.</li>
<li>Text updates get more visibility and engagement. </li>
</ul>
See what I mean? It's not that these experts are deliberately misleading you or that they don't know what they're talking about. <br />
<br />
The challenge with social media is there is no hard and fast rule on how to succeed. What works for one agency might not work in part or at all for your agency. <br />
<br />
I read a lot <em>(a lot)</em> of social media articles. There are some tips that you definitely should try out for yourself. And then there are some that shouldn't be followed blindly. Here are four social media tips I think you should ignore.<br />
<br />
<strong>1. Do not schedule your posts. </strong>There is a popular saying among social media experts. "Automating social media is like sending a robot to a cocktail hour." I get it. By relying on automation, you take the social part out of social media. It becomes about broadcasting content instead of what it should be... engaging and having conversations. While there is some definite things to avoid with automation (<a href="http://www.getitc.com/blog/marketing/2013/04/16/when-insurance-marketing-automation-goes-wrong">allowing posts to publish as scheduled during a tragedy</a>, automatic direct messages, tweeting every post in a RSS feed automatically), using technology to schedule your posts allows you to spend your social media time listening and responding instead.<br />
<br />
<strong>2. Post every day.</strong> This tip heavily depends on the channel, your followers and what expectations you've set. For an agency whose audience is other businesses, publishing one insightful Facebook post per week might get more traffic than a daily post that is only half-way thought out. Try alternating several posts in one week with once the next week for several weeks. Find which publishing schedule best works for you - in terms of what you can handle as well as your engagement - and then stick to it.<br />
<br />
<strong>3. Post at a certain time.</strong> You can find all sorts of statistics for what time of day is the best time to post. Allow me to repeat myself: <em>There is no hard and fast rule on how to succeed in social media.</em> The only way to know the best time to post for your agency and audience is to try different times. You can look at your Facebook Insights to see when your fans are online to get you started. Keep in mind though that you might have the most fans active on Facebook at 10 a.m. but you might get better engagement at 2 p.m. The key is to test and find what time of day works best for you.<br />
<br />
<strong>4. Always include a call to action.</strong> Unless you're running a contest on social media or promoting a piece of content like a white paper, does every social media post need a call to action? I don't think so. Every brand nowadays is asking for likes and comments. Consumers eventually get fatigued from every post having a call to action, and engagement can drop. You don't need to tell your audience to like a post. If they like it, they'll do it. If it's really good, they'll share it without you asking them. <br />
<br />
What social media tip do you think should be ignored?urn:uuid:492Create a Facebook Page in 3 Easy Steps - Agency Marketing BlogMost marketers will tell you that Facebook, when used effectively, is an important piece to your marketing puzzle. Here are the steps in creating a Facebook pag2013-10-31T17:00:00Z2024-03-19T05:52:04ZMost marketers will tell you that Facebook, when used effectively, is an important piece to your marketing puzzle. We’ve given you <a href="http://www.getitc.com/blog/marketing/2012/02/15/5-reasons-why-your-business-should-have-a-facebook-page#.Um_QSxDx9Y4">5 reasons</a> why you should have a Facebook page for your business and given you strategies behind gaining followers and engaging with them, but none of that will help you if you don’t already have a page set up. Here are the steps in creating a Facebook page for you agency.<br />
<br />
1. You need a personal Facebook account<br />
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Facebook is set up in a way that you need a personal Facebook account to link to a business page. It is very easy to create a personal Facebook page. Just go to <a href="http://www.Facebook.com" target="_blank">Facebook</a> and click 'Sign Up.' You will be asked for some basic information, like first and last name, email, birthday and gender. After you complete that, Facebook recommends that you find some friends, fill out some additional personal information and add a profile picture, none of which is actually required. Facebook will ask you to verify your account via the email you used to sign up, but after that, you are finished.<br />
<br />
2. Build your business page<br />
<br />
Now you want to go to <a href="http://www.facebook.com/business">Facebook for Business</a>. Click 'Start Here' to be sent to an overview page about your future business page. Now, look for 'Create a Page' to get started. First, you select what kind of business you are. For an insurance agency, select 'Local Business or Place.'<br />
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<img alt="" src="/images/blog/10-29-2013%2010-25-16%20AM.jpg" style="width: 600px; height: 403px; text-align: center;" /><br />
<br />
Once selected, you will be asked for some basic information about your local business or place. <br />
<br />
<img alt="" src="/images/blog/10-29-2013%2010-29-02%20AM.jpg" style="text-align: center;" /><br />
<br />
The first field is the most important here, as it asks what category your business is. Select ‘Local Business.’ Then proceed to fill out the remaining fields and <a href="http://www.getitc.com/blog/marketing/2012/05/22/follow-their-rules-or-you-might-lose-your-facebook-page">agree to their Terms</a>. Now Facebook will ask you to provide additional information about your business.<br />
<br />
<img alt="" src="/images/blog/10-29-2013%202-37-46%20PM.jpg" style="text-align: center;" /><br />
<br />
For categories, use ‘Insurance Agent’ and ‘Insurance Broker,’ as those are the only insurance-related categories available. Then add a short description about your agency and the URL to your website. Finally, answer the two questions below with a ‘Yes.’ Then click ‘Save Info’ to move on. The following three sections are pretty self explanatory. You can add a photo of yourself or your agency logo. If you are a small agency, we encourage you to use your photo as it is much more personable and establishes a connection between you and your followers. Then, you have the option add your new business page to your favorites bar and sign up for advertising. Of course Facebook wants you to advertise with them, but you can just skip that page and move on.<br />
<br />
3. Your page is done. What now?<br />
<br />
There are a few things we recommend that you do at this point. First, you want to update your cover image. You might use an image of your office, your city or something related to your agency. Then, you will want to add a couple admins to the page in case someone leaves the agency, and they were the only admin. That way someone in the agency will always have access to the account. You can do this by clicking ‘Edit Page’ at the top, and then selecting ‘Manage Admin Roles.’ The person you want to add has to have liked your page already. Enter in the email address that they use to log in to their personal Facebook account, select their role, and hit save.<br />
<br />
<img alt="" src="/images/blog/10-29-2013%202-43-50%20PM.jpg" style="text-align: center;" /><br />
<br />
And that's it! It might seem like a time consuming process, but it really is quite simple. Here are a few finished pages that you can take a look at.<br />
<br />
<a href="https://www.facebook.com/bryanagency" target="_blank">Bryan Agency</a><br />
<a href="https://www.facebook.com/AlexanderStrunkInc" target="_blank">Alexander and Strunk Inc</a><br />
<a href="https://www.facebook.com/allinsgrp" target="_blank">Alliance Insurance Group</a>urn:uuid:491How to Create and Send Holiday Mailings in AgencyBuzz - Agency Marketing BlogWant to create and automate your holiday mailings in AgencyBuzz? Here's how! 2013-10-30T15:28:28Z2024-03-19T05:52:04Z<img alt="" src="http://www.getitc.com/images/blog/berry-break-3416.jpg" style="width: 350px; float: right; margin-left: 4px;" />It’s that time of year and the holidays will be here before you know it. During this time of year, the AgencyBuzz support lines light up with one question on everyone’s mind “how do we send a holiday card?” <br />
<br />
To help expedite your holiday greetings and keep you from having to potentially have to wait for a call back from the AgencyBuzz team, we’re posting all the instructions you may need to create beautiful (and automated) holiday cards in AgencyBuzz. <br />
<br />
Below, you will find two links for help on this topic. The first is a short video from our AgencyBuzz Academy series where I will walk you step-by-step on how to create a holiday mailing. The second is step-by-step text instructions you can follow along with as you’re creating your mailing.<br />
<br />
Inside of AgencyBuzz you will find everything you need to create the mailings you’d like for all major holidays. We’ve included both the templates and the content, so in just a few clicks you’ll be ready to go.<br />
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<a href="https://attendee.gotowebinar.com/recording/7077219151701996034" target="_blank">AgencyBuzz Academy: How to Build and Send Holiday Mailings</a><br />
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<a href="http://support.insurancewebsitebuilder.com/support/iwb/?f=753" target="_blank">Text Instructions: How do I create a Recurring Mailing or Drip Process to contacts on a specific holiday?</a><br />
<br />
If you find you just don’t have the time, don’t worry, we’re here to help. We can build a custom holiday mailing for your agency. Give us a call for a quote on your specific mailing at 800-383-3482 x 136 or send me an <a href="mailto:jfitzsimmons@getitc.com?subject=Holiday Mailings">email</a> with what you’re looking for and I will be happy to get a price back to you. Most greetings start at $25 but can be more based on any additional features you may want us to add such as video or an animated gif. urn:uuid:4903 Must-Have Features on Your Insurance Website to Compete Online - Agency Marketing BlogImportant Features for Your Insurance Website2013-10-30T10:00:00Z2024-03-19T05:52:04Z<p>When you’re building your insurance agency’s website, keep in mind that your client will have some expectations on what your website should let them do.</p>
<p>Your agency’s website will not be the first insurance website your clients have come across. They are used to having certain features and content, and may leave your website if they do not see them.</p>
<p>To compete with the big names, you should consider having these features on your own insurance agency’s website.</p>
<p><strong>Quote Forms</strong><br />
First time visitors to your website found your site because they were probably trying to get a quote for a policy. Satisfy their need quickly by providing quotes.<br />
<br />
Whether you use an online rating system that generates a quote automatically or the client fills out a form and you call them back, quote forms are a must. Your visitor now feels confident they have accomplished a real first step in their search. And you now have their name and email address to add them to your drip marketing campaigns.</p>
<p><strong>Payment Options</strong><br />
Your clients do not think about their insurance every day. But they remember when it comes time to pay their bills. More insurance carriers now allow online billing for their policyholders, so why shouldn’t you?</p>
<p>Provide a way for your clients to easily make payments. Offer a form to process their payments for them or have a page that links to your carriers’ payment pages.</p>
<p><strong>Claims Information</strong><br />
Filling out paperwork for claims is not your client’s favorite thing. But it is necessary. Make sure to have a page to help walk your clients through the process.</p>
<p>Do they need to call a specific phone number? List the number. Can they fill out a quick form on your website and you take care of the rest? Have the form easily visible. However your agency wants to direct the flow of incoming claims, make sure that your clients can easily find this information out on your website.</p>
<p>The more features you add to your insurance agency website, the more your clients will feel as if your website is their ‘go-to home’ on the Internet. Provide for their needs easily and you will see the difference in your daily workflow.</p>urn:uuid:489So...they've stopped answering your emails. What's next? - Agency Marketing BlogDo you have contacts who no longer respond to your marketing emails? Or do you have a list of old leads you want to bring back in the fold?2013-10-25T12:38:21Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/email-marketing_thumb.jpg" style="float: right; margin: 3px;" />From time to time, we have an agent who would like to reconnect with customers who may have left their agency for one reason or another, or maybe the agent has noticed his open rate has been slowly taking a dip south. What we suggest for agents who share these concerns is a re-engagement campaign, or a win back campaign as it’s sometimes called. <br />
<br />
A re-engagement campaign is a great way to scrub your list. The people who do not re-subscribe or follow through on the email can be removed from your list so you are not wasting time going after someone who is clearly not interested in your email marketing messages any longer. Let’s look at what items you need to make a successful re-engagement campaign. <br />
<br />
<ul>
<li><strong>Grab their attention:</strong> This is the time to put on your creativity cap. Your regular messages are not grabbing them, so the re-engagement message needs to stand out. Look at your newsletters and drip campaigns to see what worked in the past and what did not. This is the campaign to pull out all of the stops. </li>
</ul>
<blockquote style="margin: 0px 0px 0px 40px; border: none; padding: 0px;">A great way to grab someone’s attention is to include a short video in your email. Record yourself talking about the agency and take them on a virtual tour around the office. Video can put a human touch on what can be an otherwise cold medium. It shouldn’t be the only piece in the email, but your video can be the show stopper you use to get their attention. </blockquote><br />
<ul>
<li><strong>Remind them of the value your emails bring them: </strong>Alert them to special tips you may send, a segment that’s exclusive to your newsletters, why your agency can offer them a better level of service, or what makes you stand out among your local competition. All of these things are great reasons to stay subscribed or to come back to your agency. What makes you different? <br />
<br />
</li>
<li><strong>Make it easy for them to say YES:</strong> Include a clear and easy, one-click confirmation as your call to action. Make it bold and simple. You should never make it cumbersome to receive messages from your agency or no one will subscribe. <br />
<br />
</li>
<li><strong>Let them know they will be removed from your mailings if they do not respond:</strong> Be clear about the fact that without confirmation via your call to action saying they would like to receive messages from you, they will not hear from you again. <br />
<br />
Remember, this is an attempt to re-engage a dead lead or someone who hasn’t paid any attention to your messages for some time. If they do not show interest at this point, it is better that you cut your losses and use your resources on leads and customers you do not have to chase. </li>
</ul>
If you need help putting together a re-engagement campaign, we’re here to help. Give our <a href="http://www.getitc.com/products/leadmanagement/" target="_blank">AgencyBuzz</a> specialists a call at 800-383-3482. urn:uuid:488Masters of Marketing -- Designing Your Website For Your Target Audience - Agency Marketing BlogMasters of Marketing is a monthly webinar series during which our team of experts discuss various aspects of digital agency marketing.2013-10-24T14:30:27Z2024-03-19T05:52:04ZIn today's Masters of Marketing webinar, I discussed tips for how to design your insurance agency website for your target audience. If you missed it, <a href="https://attendee.gotowebinar.com/recording/310786111640793090">you can watch the recording here.<br />
</a><br />
Our November webinar will be on the third Thursday of the month instead of the fourth due to Thanksgiving. So mark your calendar for 12 p.m. CST, Thursday, November 21. <a href="http://www.getitc.com/blog/author/jennifer_fitzsimmons/">Jennifer Fitzsimmons</a> will present 'Building Your Email Marketing Strategy - What Campaigns You Need to Get Started.' If you're thinking about amping up the email marketing but not sure how, this will be a great one to join. <a href="https://attendee.gotowebinar.com/register/1898853636278467073">You can register here.</a>urn:uuid:487AgencyBuzz Academy Recordings for October 2 - 23 - Agency Marketing BlogDid you miss a session of AgencyBuzz Academy? Not to worry, here's the recordings for you to view. 2013-10-23T13:48:40Z2024-03-19T05:52:04ZClick the title of the session you would like to view to be taken to the video. <br />
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October 2 - <a href="https://attendee.gotowebinar.com/recording/2589465685911109378" target="_blank">Creating a Birthday Mailing</a><br />
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October 9 - <a href="https://attendee.gotowebinar.com/recording/245048510260086786" target="_blank">Using Images in AgencyBuzz</a><br />
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October 16 - <a href="https://attendee.gotowebinar.com/recording/7077219151701996034" target="_blank">Creating Holiday Mailings</a><br />
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October 23 - <a href="https://attendee.gotowebinar.com/recording/6019665987308357889" target="_blank">Setting Up Payment Reminders</a><br />
<br />
Join us for the last session of AgencyBuzz Academy for October next Wednesday when we will show you <a href="https://attendee.gotowebinar.com/register/4242726553300508929" target="_blank">how to build and send a survey</a> in AgencyBuzz. <br />
<br />
We will post the November schedule early next week. <br />urn:uuid:486How to Tell If Your Digital Agency Marketing is Working - Agency Marketing BlogTips to determine what part of your agency marketing plan is working so you know how to spend your marketing budget in 2014.2013-10-21T16:34:57Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000013271594XSmall.jpg" style="width: 250px; height: 172px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />You've invested money in a good insurance agency website that is designed to help you convert traffic into leads. You have an <a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/">SEO expert </a>who is working to get your website higher in the search engine results. You have a digital <a href="http://www.getitc.com/products/leadmanagement">agency marketing</a> tool that helps you follow up on prospects and cross-sell to clients. You've been blogging, guest blogging, using social media and maybe even tried some banner advertising on a local publication's website. <br />
<br />
You're doing all the right things to market your agency online. So how do you know if it's working?<br />
<br />
There are only 70 days left in this year, which means it's time to start planning for 2014. Instead of taking a guess at what works for your agency, make your decision on where to spend your marketing budget based on what has already worked for your agency. Here are four ways to know if your digital agency marketing is working.<br />
<br />
<strong>Web Traffic</strong><br />
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If you don't have Google Analytics on your insurance website, you are missing out on the biggest measurement of your online marketing success. This free tool can tell you how many people visited your website, how many pages they looked at, where they came from, how many were return visitors, and, in some cases, what keywords brought them to your website. Google Analytics can help you see how your SEO is working, if you're getting traffic from your social media profiles, if your guest blogging encourages people to click through to your website to check out your agency and more.<br />
<br />
Here are a couple great blog posts that can help you get started with Google Analytics:<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/09/13/google-analytics-metrics-you-should-be-monitoring">Google Analytics Metrics You Should Be Monitoring</a><br />
<a href="http://www.getitc.com/blog/marketing/2013/06/14/how-to-interpret-your-google-analytics-report">How to Interpret Your Google Analytics Report</a> <br />
<br />
<strong>Landing Pages</strong><br />
<br />
When implementing a specific online or offline marketing campaign, landing pages are a great way to measure that campaign's effectiveness. Say you had a table at a local event where you handed out cards or flyers to invite people to go onto your website for a free insurance quote. If you use your main website, for example www.myinsuranceagency.com, it would be difficult to determine which traffic and leads came from the event. But if you use a specific landing page, like www.myinsuranceagency.com/event, you would know that all traffic to that page and all leads that come from that page would be a result of the event.<br />
<br />
<strong>Opens and Clicks</strong><br />
<br />
In your email marketing tool, you will see how each email performs, including the number of opens and clicks each email receives. Our system AgencyBuzz will even save this information for each contact and calculate a Buzz Score so you can easily tell who is engaging with your agency's email. While the number of opens is a good metric, the best metric to measure your email marketing is clicks, especially if you put a call to action in your email marketing. The number of clicks will tell you if your email is getting people to do what you want them to do. When you look at the number of clicks with the number of leads from the landing page you created specifically for your email marketing campaign, you'll have a good idea of that specific campaign's effectiveness.<br />
<br />
<strong>Quote Requests</strong><br />
<br />
Despite all the online marketing you've invested in, some people will still prefer to stop by your office or give you a call. By tracking the number of quote requests you receive and making note of where they heard about your agency, you'll be able to identify which of these offline leads may have found you online first.<br />
<br />
Don't make guesswork of your marketing plan and budget. Use these methods to identify which online marketing tactics work and do more of those marketing activities in 2014.urn:uuid:485Succeeding on Social Media: Separating Expectations and Realities - Agency Marketing BlogHow to succeed on social media while managing your expectations.2013-10-17T16:38:41Z2024-03-19T05:52:04Z<p><img style="border: 0px solid currentcolor; border-image: none; width: 250px; margin-right: 10px; margin-bottom: 10px; float: right;" alt="Social Media Concept" src="/images/blog/162450194.jpg"></img>It’s natural to want to socialize. For some, it’s a way of life, while a guilty pleasure for others. Social media has grown and is now affecting marketing strategies for businesses everywhere. Being able to speak to masses and plant a seed has allowed companies to grow in ways they used to only dream of. Most business owners will say they want a presence on social media while they really have no idea what the buzz is about. </p>
<p style="font-weight: bold;">So What’s Next?</p>
<p>“I can pay someone to post on social media and blog for me?! Sign me up!” The end. </p>
<p style="font-weight: bold;">Let’s Backtrack </p>
<p>Think back to the buzz around social media. That buzz is the social portion taking place. Paying a company to post on your behalf usually just handles the media portion. Yes, social media has the ability to really link consumers to your product, but it does not happen effortlessly. Look over this easy checklist to see if you’re off to the right start: </p>
<ul class="ulStyle" style="list-style-image: url(/images/blog/check.png);">
<li>Do you have goals? (Realistic ones) </li>
<li>Are you interacting with others? (On your social media profiles) </li>
<li>Have you done anything special? (Think along the lines of promotions or contests) </li>
</ul>
<p style="font-weight: bold;">Starting off on the Right Foot </p>
<p>Setting goals for your social media campaign doesn’t have to mean gaining more followers or getting retweeted. Your first goal could be to respond to one person or to post a photo from around the office. Remember, you’re trying to achieve the mere act of being social. So here’s another handy list to give you an idea of what consumers are looking for on social media: </p>
<ul>
<li><strong>Support or guidance</strong>: solicit customer feedback, offer support, or share ideas </li>
<li><strong>Conversations that spark ideas</strong>: don’t just sit back and watch, and don’t be afraid to start a dialogue </li>
<li><strong>Committed interactions</strong>: while others are spitting out facts, make sure your posts are convenient for multiple devices, relevant for your audience, and emotional—join in on funny memes or cute animal pics </li>
<li><strong>Humans</strong>: social media is not the same as face-to-face communication, but consumers need to understand the depth of your company—post employees, the office, webinars, or other customers that use your product </li>
</ul>
<p style="font-weight: bold;">Understand the Commitment </p>
<p>Now that you know where to start and how to interact with your fans, be sure you don’t let the numbers consume you. Social media has value that isn’t always reflected by increases in followers. Improving customer relationships and gaining loyal fans can improve your business far more than any number of followers alone. Having good customer relationships is one of the main benefits of social media. This is why anyone can handle the media part, but the social half is really up to you. </p>
<p> </p>urn:uuid:4848 Signs It’s Time for a New Logo - Agency Marketing BlogIt’s important that your branding matches your agency’s personality. The most significant part of your branding and your agency marketing is your logo.2013-10-15T16:00:00Z2024-03-19T05:52:04Z<p>Credibility with current and future clients can help aid in the growth of your agency. Therefore, it is important that your branding matches your agency’s personality and reputation, which you’ve worked so hard on to accomplish. </p>
<p>What’s the most important part of your branding? You guessed it… your logo. How do you know if your logo is depicting the image you want for your agency? Here are 8 signs that it’s time to redesign your logo. </p>
<ol start="1">
<li> <strong>Your cousin’s daughter, who took an art class in 6th grade, designed your logo.
</strong> A logo is one of the first things a prospective client will see when they visit your website or receive communication from you. Therefore, it should be one of the most important marketing investments you make for your agency. Hire a professional who knows what will best represent your agency and what graphical compositions, lettering and style are aesthetically pleasing.<br />
<br />
</li>
<li> <strong>Your logo was designed in 1992, and it shows.
</strong>Yes, the 90s are back, and the 80s are too as far as fashion is concerned. But a logo that looks like it came from those eras does not look cool. Keep in mind, there’s a big difference between a dated logo and a traditional logo. Traditional logos have a classic and timeless look to them. It’s the type of logo that depicts a well-established company. A traditional logo can also represent a company focused on one-on-one communication and building relationships with their clients. A dated logo has elements that were trendy during a particular period, but are not any more, like mullets. It can give off the impression that a company doesn’t care about their brand.<br />
<br />
</li>
</ol>
<p><img alt="" src="/images/blog/traditional_logo.jpg" /><br />
<br />
</p>
<ol start="3">
<li> <strong>There are more than 3 different graphical elements on your logo.</strong>
A busy logo can be confusing to consumers, especially if some of the elements are very small. A well-balanced logo can be very powerful. For example, Starbucks has simplified their logo, while still keeping the essential image that makes it unique and recognizable.<br />
<br />
</li>
</ol>
<p><img alt="" src="/images/blog/starbucks_logos.jpg" /><br />
<br />
</p>
<ol start="4">
<li><strong>The font used is Comic Sans.
The font used in a logo could potentially make or break it.</strong> A dated or hated font can ruin even the best designs. Every font has a personality and if paired up with graphical elements that don’t match that personality, the design of the logo can look confusing rather than well-balanced. For example, one of the reasons Comic Sans is one of the most hated fonts by designers is because it’s been overused in professional designs where other better suited fonts should’ve been used . A font like Comic Sans is more suited for childlike projects such as comic books. Choosing the right font should be as important as designing the icon of your logo. Some of the fonts you should avoid, not only on your logo but on all of your marketing materials, are Comic Sans, Papyrus, Bradley Hand, Viner Hand, Lucida Handwriting, Courier, and Brush Script. To learn more about best practices on font usage, read our blog post <a href="http://www.getitc.com/blog/marketing/2013/08/14/how-fonts-impact-your-insurance-website">How Fonts Impact Your Insurance Website</a>.<br />
<br />
</li>
<li> <strong>You are not happy with your logo.</strong> Period.
If you don’t love your logo, it’s definitely time to hire a professional to design a new one. Once you make that decision, gather as much information as you can about what you want out of your new logo. For example, how do you want your clients to feel about your agency when they see your logo? What company logos do you love, and which ones do you hate? These are just a few details that will help your designer create the best logo for you.<br />
<br />
</li>
<li> <strong>Your employees do not like your logo.</strong>
Not everyone is going to like your logo, and that’s ok. But if the majority of your employees have expressed strong dislike, chances are there’s a good reason for it. Listen to your employees as they know your agency and your clients as well as you do.<br />
<br />
</li>
<li> <strong>Your website and marketing materials outshine your logo.
</strong> Your logo is going to be at the top of your website and at times it might be the focus on some of your marketing collateral. If your website is cool and modern, your logo should also be cool and modern, not outdated or traditional. To create a stronger brand for your agency, your promotional materials and your logo should compliment each other, rather than look as if they don’t belong together.<br />
<br />
</li>
<li> <strong>Your logo is a photo of something or someone.</strong>
Never (again) use a photo as a logo, even if it’s a great photo. A logo should be symbolic, letter-based or a harmonious combination of these two. For example, Travelers uses an umbrella icon on their logo rather than a photograph of an actual umbrella. <br />
<br />
</li>
</ol>
<p><img alt="" src="/images/blog/good_logos_examples.jpg" /></p>
<p>A good professional logo can help solidify your credibility with clients. Try to look at your logo from an unbiased point of view. If it looks like some of the examples we’ve mentioned, it’s probably time to update it. </p>urn:uuid:482Recipe for Facebook Marketing Success - Agency Marketing BlogFour steps to successful agency marketing on Facebook.2013-10-07T17:00:56Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000019997508XSmall.jpg" style="width: 250px; height: 177px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Facebook has been a hot topic in recent years, along with other social media websites. There are skeptics who think it doesn't have a place in an insurance agency's online marketing arsenal. Who would want to follow her insurance agent? I do (and have). But my insurance agency markets themselves on Facebook with a clear plan.<br />
<br />
Like with any marketing tactic, you need a plan that includes goals, strategy and how you're going to measure your efforts. It's easy to jump in and start using it, but without a clear direction of where you want to go, how will you know if Facebook is a successful marketing channel for you?<br />
<br />
A failure to plan is a plan to fail. <br />
<br />
<h2 class="subtitle">Recipe for Facebook Success</h2>
<br />
<strong>Ingredients<br />
<br />
</strong>
<ul>
<li><em><a href="http://www.getitc.com/products/websites">A good insurance website:</a> </em>Think of your website as the hub of all your marketing, both offline and online. It needs to be well designed and clearly communicate why consumers should choose your agency.</li>
<li>
<em><a href="http://www.getitc.com/products/leadmanagement">Email marketing tool: </a></em>Social media is a great place to have conversations and get found by potential clients, but email marketing is still your best chance for furthering conversations you have on social media, including closing sales and improving your client retention. It needs to be part of your overall marketing strategy.</li>
<li>
<em>Completed Facebook Page: </em>You don't leave the house without shoes on. Don't start marketing on Facebook with an incomplete profile. Take the time to fill out your entire profile first.</li>
</ul>
<br />
<strong>Directions</strong><br />
<br />
<em>Step 1 - Identify goals</em><br />
<br />
Marketing works best when you have specific goals. What do you want your Facebook Page to do for your agency? More sales is an easy goal to set but can be difficult to meet with social media as many consumers don't like being sold to on social media. Focus on some secondary goals so you don't get discouraged when you're not getting new sales from Facebook. Some examples:<br />
<br />
<ul>
<li>
Improve awareness of your agency. This is a difficult goal to measure, but you can get a good indication by watching how the likes on your Page increase and how the reach of your posts grows.</li>
<li>
Establish your agency as an insurance expert. Facebook is a great place to share your blog posts, articles you might be quoted in, stories of how you've helped clients, etc.</li>
<li>
Create an engaged community. This will help grow trust, which can lead to better retention and more sales.</li>
</ul>
Whatever your goals, make them specific so you can easily measure and know if you are successful.<br />
<br />
<em>Step 2 - Research</em><br />
<br />
Find out who your audience is. In your Facebook Insights, you can see the demographics of the people who have liked your Page and where they are located.<br />
Research your competition. You don't have to reinvent the wheel. Look at your competitors, and see what is working for them. Then put your own spin on it.<br />
Stay up-to-date. Social media changes fast. Find some good resources to keep up with the social media trends.<br />
<br />
<em>Step 3 - Go</em><br />
<br />
Now that you've set your goals and done the research, it's time to figure out how you will achieve those goals. I recommend creating an editorial calendar to help you determine what to post each day. For example, Tuesdays could be for tips to reduce risk exposure. Fridays could be a funny picture or video. Mondays could be motivational. You get the idea. <br />
<br />
When you create guidelines of what to post, it makes it easier each day when you actually go to post something. Or, you could even schedule all the posts for the week on Monday and then you don't have to think about it the rest of the week. Be careful with this though. <a href="http://www.getitc.com/blog/marketing/2013/04/16/when-insurance-marketing-automation-goes-wrong">If there is a tragedy, we recommend removing scheduled posts so you don't come across as selfish or insensitive during times of emergency or tragedy.</a> <br />
<br />
<em>Step 4 - Measure</em><br />
<br />
How will you know if you're meeting your goals unless you measure? Facebook Insights is a robust tool that tells you how your posts are performing. Take a look at least once a month to see how the number of fans is growing, to identify which posts get the most engagement so you can try to do more of that type, to see when your fans are online so you can schedule your posts for that time of day, etc. By measuring you will ultimately be more successful because you'll do more of what works.<br />
<br />
Remember to have fun with social media, but keep those goals in mind.urn:uuid:4817 Ugly SEO Mistakes - Agency Marketing BlogHere are 7 ugly SEO mistakes and 7 beautiful solutions.2013-10-02T10:02:22Z2024-03-19T05:52:04Z<p><img src="/images/blog/182269826_small.jpg" style="float: right; margin-left: 7px; border-width: 0px; border-style: solid;" alt="Ugly SEO Mistakes" />As an employee at an online marketing and website company, I’ve seen my fair share of ugly websites and ugly SEO.<span> </span>These are mistakes that should be avoided at all costs, as they could affect your website’s rankings and traffic. Some may even cause you to be penalized by the search engines, thereby causing your rankings to drop significantly. But don’t worry we’ve got 7 solutions to help you clean up your website.</p>
<ol>
<li><strong>Using the wrong keywords – </strong>The first step in any SEO campaign is <a href="http://www.getitc.com/blog/marketing/2013/02/05/what-is-keyword-research">choosing the right keywords</a>. I’ve seen customers’ websites that include keywords that are irrelevant to the industry. Or they go after keywords that are either too broad, like <em>auto insurance</em> or too narrow like <em>Dallas painters professional liability insurance quotes</em>. Sometimes I’ve seen branded keywords like State Farm or Safeco linked, which would be very difficult to rank for because those companies will inevitably always be at the top of the search engines due to their large budgets. Instead use keywords that your customers are actually typing into search engines. Using the same verbiage your customers use when they talk to you is more beneficial, because chances are, they’re using those same keywords when searching.<br />
<br />
</li>
<li><strong>Stuffing your website with keywords – </strong>Many people believe adding as many keywords as possible to a webpage will allow Google and other search engines to find their site quickly and easily. In truth, this is one of the quickest ways to get you penalized by Google. The keywords you want to rank for will occur naturally in your content as you talk about your products and services. This is what Google is looking for. So instead of stating all twenty surrounding cities and 10 lines of business, just make sure the content makes sense and appears natural to the reader.<br />
<br />
</li>
<li><strong>Duplicate and copied content – </strong>This means copying content from other sites, as well as using the same content on different pages on your website. Stealing content is illegal and you can be easily penalized for this. Unique content is important, especially on your homepage as this is the page that most people land on first. Make sure too, that your pages all have unique titles and descriptions. <br />
<br />
</li>
<li><strong>Useless anchor text – </strong>Anchor text is when you link using keywords instead of the actual web address. Sometimes I see words like <em>Click here</em> or the agency name that is being linked back. The search engine crawlers follow the anchor text links to other pages, and if you include relevant anchor text, they also see which keywords are relevant to your site and rank for them. <br />
<blockquote>
<strong>Tip:</strong> Here is a trick to remember when creating anchor text. Don’t use the exact same anchor text every time, which appears unnatural to the search engines. Instead use similar versions, for example add qualifiers like quotes, coverage, online, the state name, cheap, affordable, low cost. <strong></strong></blockquote></li>
<li><strong>Poor backlinks – </strong>With the recent <a href="http://www.getitc.com/blog/marketing/2013/07/08/part-1-what-is-penguin-20">Penguin update</a>, Google has started to pay more attention to content rather than backlinks. Therefore backlinks from link farms, directories and other such sites are dangerous for your SEO campaign. Even though building links from authoritative, quality websites is more difficult, it is definitely worth it. Get more information about <a href="http://www.getitc.com/blog/tag/backlinks/">building backlinks</a>. <br />
<br />
</li>
<li><strong>Evading analytics – </strong> Having no idea who is visiting your site, how they found you, and what they did once they got to your site is tantamount to not caring about your business, and showing you have no business goals at all. Free tools like Google Analytics, Google Webmaster Tools and Bing Webmaster Tools are available and relatively easy to set up. Use these to monitor goals, conversion rates, popular pages on your site and the cities that visit you the most.<br />
<br />
</li>
<li><strong>Not using ITC for your online marketing – </strong>Of course there are many other options out there for online marketing and search engine optimization, but we do a pretty good job of making our customers more visible, and helping them achieve their goals. <a href="http://www.insurancewebsitebuilder.com/products/websites/reviews.aspx">Here’s the proof!</a><br />
<br />
</li>
</ol>
<p>Using all of these methods will definitely get you noticed by the search engines, but for the wrong reasons, which could lead to penalization or worse, de-indexing. Following the basic suggestions mentioned above will help you avoid that, and make your website more susceptible and beautiful to the search engines.</p>urn:uuid:479 How to Make a Bad First Impression - Agency Marketing BlogYou have 10 seconds to win over your potential customers with your insurance website. Don't scare them away.2013-10-01T13:00:00Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 164px; float: right; margin-left: 10px;" src="/images/blog/time.jpg" />The average visit to your website will last 10 seconds. You only have a small amount of time to win over your potential customers.<br />
<br />
While there is no magical trick to keeping customers on your website, the best advice is to not make a bad first impression. A poor website design is the quickest way to send visitors scurrying.<br />
<br />
So what scares people away in those first crucial seconds?<br />
<br />
<blockquote style="margin: 0px 0px 0px 40px; border: medium none; padding: 0px;"><strong>
Information Overload<br />
</strong>
Do you have a lot of great features you want to advertise on your website? Great. Your insurance website will be useful to your customers, giving them a reason to keep coming back.<br />
<br />
Be mindful though of how you lay out your website. Putting giant buttons all over your website may catch people’s attention, but it will make your customers work harder to find what they are looking for.<br />
<br />
<strong>
Color Explosion<br />
</strong>
Your logo may be red but you do not need to put everything on your website in the same bright red. Use a variety of different shades. So instead of just normal gold, you can have pale and darker red colors to make your website look more pleasing to the eye.<br />
<br />
Avoid using too many different colors all at once. So no to having a blue button over here, a neon yellow button there and that sidebar all in green. Your website will look over-designed and messy.<br />
<br />
<strong>
Empty Website<br />
</strong>
A website with only a home page and a contact us page is a weak website. Your insurance agency’s website is more than a virtual business card.<br />
<br />
The key to great insurance websites is interaction. Let your customers request quotes or policy changes online. Start a blog to give the best insurance tips. Give your visitors a reason to interact with your website.</blockquote>
<br />
Remember, you only have 10 seconds to clearly communicate your value to your potential customers. Make a good first impression and give them a reason to stay a little while.urn:uuid:480AgencyBuzz Academy - Agency Marketing BlogHave you been using AgencyBuzz for some time but need some help with the newer features? Or are you new to AgencyBuzz and still learning the ropes? 2013-10-01T11:43:19Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 250px; float: right; margin: 3px;" src="/images/blog/brain-drawing-on-chalkboard-setsiri-silapasuwanchai.jpg" />AgencyBuzz Academy is a 30 minute, weekly webinar series highlighting the features and capabilities of AgencyBuzz. Class begins on October 2 at noon CDT (1 p.m. Eastern, 11 a.m. Mountain, 10 a.m. Pacific). <br />
<br />
Each week we will cover a new topic, and I will walk you step by step through the process. We will also record each week's webinar and post it to our blog so you can come back to it at any time. <br />
<br />
Here is October's schedule of topics and a link to register:<br />
<ul style="list-style-type: disc;">
<li style="color: #262626;">October 2 - How to make and send a birthday card. <a href="https://www.inscontact.com/public/link/?l=61981&r=2h4qdY2cBlSojIphKJkPjUWsnnz0PJuyJ4otY3G47XzNFnTLEJXztg2&v=9DFPVSrdyvnUy7VpJAFoF7gzA02z0i5P_5vHqV8UBGQ1">Sign up</a>.</li>
<li style="color: #262626;">October 9 - Easy tips for using images. <a href="https://www.inscontact.com/public/link/?l=61979&r=2h4qdY2cBlSojIphKJkPjUWsnnz0PJuyJ4otY3G47XzNFnTLEJXztg2&v=9DFPVSrdyvnUy7VpJAFoF7gzA02z0i5P_5vHqV8UBGQ1">Sign up.</a></li>
<li style="color: #262626;">October 16 - How to make and send holiday cards. <a href="https://www.inscontact.com/public/link/?l=61991&r=2h4qdY2cBlSojIphKJkPjUWsnnz0PJuyJ4otY3G47XzNFnTLEJXztg2&v=9DFPVSrdyvnUy7VpJAFoF7gzA02z0i5P_5vHqV8UBGQ1">Sign up.</a></li>
<li style="color: #262626;"><a href="https://www.inscontact.com/public/link/?l=61991&r=2h4qdY2cBlSojIphKJkPjUWsnnz0PJuyJ4otY3G47XzNFnTLEJXztg2&v=9DFPVSrdyvnUy7VpJAFoF7gzA02z0i5P_5vHqV8UBGQ1"></a>October 23 - Setting up a payment reminder email. <a href="https://www.inscontact.com/public/link/?l=61990&r=2h4qdY2cBlSojIphKJkPjUWsnnz0PJuyJ4otY3G47XzNFnTLEJXztg2&v=9DFPVSrdyvnUy7VpJAFoF7gzA02z0i5P_5vHqV8UBGQ1">Sign up.</a></li>
<li style="color: #262626;">October 30 - Building and sending a survey. <a href="https://www.inscontact.com/public/link/?l=61996&r=2h4qdY2cBlSojIphKJkPjUWsnnz0PJuyJ4otY3G47XzNFnTLEJXztg2&v=9DFPVSrdyvnUy7VpJAFoF7gzA02z0i5P_5vHqV8UBGQ1">Sign up.</a></li>
</ul>
<div><br />
</div>
<div><span style="color: #262626;">AgencyBuzz Academy will be lead by me, Jennifer Fitzsimmons, AgencyBuzz product manager, and we will cover all aspects of AgencyBuzz, as well as any new features, tips, shortcuts, work-arounds, and ways to improve your agency efficiency using AgencyBuzz. <br />
<br />
I hope to see all of you there! </span></div>urn:uuid:478Six Surprising Statistics About American Social Media Users - Agency Marketing BlogGetting insight into who your potential followers are can help you formulate the best plan for getting your brand out to the masses via social media.2013-09-25T14:38:45Z2024-03-19T05:52:04Z<strong>1. Almost ½ Of Twitter users are Democrats</strong> – Since approximately 30% of the U.S. population overall consider themselves Democrats, and a large portion of that 30% fall into the 25-45 year old age range, which also happens to be the average age of most Twitter users, this statistic isn’t very surprising. It does, however, provide some great insight for your agency and the way you use Twitter to market your services. <br />
<br />
You may not identify with democrats or their politics, but knowing this, you can tailor your tweets about the economy, political hot-button topics, healthcare reform, and other divisive issues to be more bi-partisan so as not to alienate a long time client or hinder a new business relationship you’re trying to cultivate. <br />
<br />
<strong>
2. By far, Facebook is still considered the most active social media network</strong> – 23% of Facebook’s users check their account at least five times a day, every single day. That’s a ton of opportunities for you to get your agency in front of your Facebook audience. <br />
<span style="line-height: normal;"><br />
</span>Check out <a href="http://www.getitc.com/blog/marketing/2013/02/01/what-is-facebook-edgerank#.UkMvDz9NYZY" target="_blank">our blog on Facebook’s EdgeRank</a> and how to effectively measure your Facebook marketing success and improving your EdgeRank. <br />
<span style="line-height: normal;"><br />
</span><strong>3. More than ½ of ALL Americans (12 and up) are social media savvy</strong> - Americans (12 and up) using social media sites could reach as high as 75% social usage within the next 5 years. Can you imagine having 75% of the ENTIRE AMERICAN POPULATION at your fingertips? <br />
<span style="line-height: normal;"><br />
</span>If you’re not <a href="http://www.getitc.com/blog/marketing/2012/12/12/4-tips-for-building-relationships-on-social-media#.UkM7VT9NYZY" target="_blank">building relationships</a> via social networking in your agency to communicate with clients and prospects, this should be a wakeup call. Social media isn’t going anywhere, and you are missing out on potentially hundreds of thousands of dollars. <span style="line-height: normal;"><br />
</span><br />
<strong>
4. Nearly ¼ of all Americans are using social media several times a day</strong> – While we are all, in some way, creatures of habit, there aren’t many things people do every day. Several visits to Facebook and Twitter, though, make it into the daily routine for many. And it’s not just that they visit their page, they are active on social media several times a day. Whether it’s to post a picture, check-in at their favorite lunch spot, share a blog, or just to chat with a friend who is far away. <span style="line-height: normal;"><br />
</span><br />
So if you have a business profile, update it often, encourage people to engage with you on your social media profiles, and be sure to respond to all messages or posts that you get. It’s not enough to appear active on social media - you do have to be an active <a href="http://www.getitc.com/blog/marketing/2012/09/17/8-reasons-why-social-media-isnt-working-for-you#.UkM7aT9NYZY" target="_blank">participant for it to work</a>. <br />
<br />
<strong>
5. Almost ½ of Americans say Facebook has an impact on what they buy</strong> - Facebook’s influence on purchasing has doubled since 2012. On Twitter, however, buying influence ranks somewhere between 1-5%. <br />
<br />
This does not mean that Twitter should be ignored. Facebook and Twitter, while both social media sites, they are very different in how they are viewed, followed and how you should engage with followers on each site. We’ve posted blogs on best practices for posting to both <a href="http://www.getitc.com/blog/marketing/2012/06/18/dont-know-what-to-tweet-11-ideas-for-when-you-have-writers-block#.UkM7cT9NYZY" target="_blank">Twitter</a> and <a href="http://www.getitc.com/blog/marketing/2013/01/03/9-mistakes-to-avoid-making-on-facebook#.UkM7ND9NYZY" target="_blank">Facebook</a>. <span style="line-height: normal;"><br />
</span><br />
<strong>
6. ¾ of Twitter users are posting their own Tweets</strong> – A survey in 2010 showed that 50% of Twitter users did not post their own tweets, this has changed very much in 2013. As of this year, studies are showing that ¾ of Twitter users are posting unique tweets to their profile daily as opposed to simply re-tweeting or just being an observer. This is great for marketing on Twitter. <a href="http://www.getitc.com/blog/marketing/2012/04/27/how-to-share-interesting-content-on-social-media#.UkM7fz9NYZY" target="_blank">Start a conversation</a> with your followers today. Get them to start talking about something on your feed. <br />
<div><br />
</div>urn:uuid:476How to Cut Marketing Expenses And Still Market Your Agency - Agency Marketing BlogDon't blindly cut marketing expenses. Research to find out which agency marketing programs get results and keep those.2013-09-23T16:55:04Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000015830226XSmall.jpg" style="width: 250px; height: 187px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Every agency has years when sales are down, whether it is due to internal or external events. It is good business practice to reduce costs when money is tight because sales are down. We often see agencies cut their marketing expenses at these times. <br />
<br />
Some people say that during tough times marketing spending should be increased, not cut. I disagree. Sort of. <br />
<br />
You can decrease expenses but do more marketing. How?<br />
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It's pretty simple. Like every other operating cost a business has, marketing needs to be looked at closely to identify ineffective programs to eliminate. Basically, cut any marketing campaign that does not have tangible results.<br />
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To identify which marketing campaigns to stop, you first need to know which ones generate leads. You need to ask every single lead that comes in, how he or she found out about your agency. Only then will you be able to discover which campaigns are working and which ones aren't.<br />
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You can take it a step further and calculate the actual cost of customer acquisition. For example, if you spend $1,000 on a print ad in your local paper and got two auto insurance customers from it, the cost per sale of that campaign is $500. If your commission on those sales is only $100, that ad was not effective enough at driving sales for your agency and should be cut. <br />
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Now let's look at the other side. If you invest $500 in <a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/">SEO for your insurance website</a>, and you get seven auto insurance customers a month that can be linked to your SEO efforts, that's a marketing program that should not be cut because you're making $200 profit each month on that investment. You should be looking at how you can enhance that campaign even more.<br />
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I don't recommend blindly cutting any program from your budget. Instead take the time to really figure out which ones are producing for your agency and which ones aren't. You'll be spending your money wisely and achieving better results.urn:uuid:474How to Take a Better Photo to Help Market Your Agency - Agency Marketing BlogTwo simple tips for taking your own photographs for your insurance agency website.2013-09-17T15:00:00Z2024-03-19T05:52:04ZSo you’ve purchased a brand new camera with promises that it’ll turn you into a great photographer. Of all of its bells and whistles, it ensures that there’s absolutely no way you can take a bad photo. Yet when you start taking photos, the quality is okay at best, the shots uninspiring, and you feel like you didn’t get what you paid for. Nine times out of 10, the problem isn’t the camera but the user. <br />
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You must also make extra care in picking the subject, lighting, background, settings of the actual camera in use, and resolution set for the shot. One or all of these things could make or break the potential your photograph has of being useful in cross market platforms such as advertisements, websites, email blast, and social media.<br />
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Below I will list two easy suggestions that will be useful the next time you want to take your own photographs for your insurance agency website.<br />
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<strong>1. High Quality Photos</strong><br />
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In order to take high quality photos, the first thing you must do is make sure that you set the camera’s resolution as high as possible. This is usually in your camera’s settings, under <em>Resolution.</em> Low-resolution images are hard to edit later, and nearly impossible to blow up and maintain a clear image. Sometimes this might require more space on your device. If space is limited, then you can set the resolution to somewhere near the middle and adjust the quality setting to <em>Fine</em> if your camera has one.<br />
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We’ll use our friends here as an example of what happens when you blow up a high-resolution photo compared to a low resolution.<br />
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<img alt="" src="/images/blog/Normal-Photo_thumbRe.jpg" /> <strong><br />
<br />
Original</strong><br />
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<img alt="" src="/images/blog/High-Resolution.jpg" /><br />
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<strong>High-Resolution</strong><br />
This image, after resizing, is able to retain its clarity and sharpness. All of the detail from the original image remains intact.<br />
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<img alt="" src="/images/blog/Low-Resolution.jpg" /><br />
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<strong>Low-Resolution</strong><br />
This image, after resizing, becomes less defined, and fuzzy. Most of the detail is lost such as the speckle in their eyes, and facial features like dimples.<br />
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<br />
<strong>2. Background, lighting and framing.</strong><br />
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Often, photos are taken haphazardly and then sent off to be
corrected thinking that any and all errors are easily fixed. Though this
might be true in most cases, the time spent correcting the issue can be both costly and wasteful for all parties included.<br />
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Think about it this way. Spending an extra 30 seconds to be aware of the
surroundings and carefully compose the shot could save 30 minutes to
several hours. Since most marketing firms fees are hourly based, it’s in
your best interest to fix what you can upfront.<br />
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To compose a shot correctly, adjust the lighting so that the entire subject is well lit. Make sure the contrast between the subject and the
background is high enough so that the subject is easily seen and, if
needed to, easily extracted and placed elsewhere. Last but not least, try
to fit as much of the subject into the shot to avoid any weird cut offs.
This can be easily done by using the automatic setting of your digital
camera and setting the subject on a solid background different from the
color of your subject. If your subject is light, use a dark background. If your subject is dark, use a light background.<br />
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<img alt="" src="/images/blog/Well-Framed.jpg" /><br />
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<strong>Well composed shot</strong><br />
You'll see that all subjects in this shot are well lit, the contrast between them and the background is high, and they all fit nicely in the frame. This minimizes the need for any corrections during post.<br />
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<img alt="" src="/images/blog/Bad-Framed.jpg" /><br />
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<strong>Badly composed shot</strong><br />
Only one of the subjects is framed correctly, and though the contrast is still high between the subjects and background, the image as a whole is entirely too dark to use.<br />
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If you don’t want to go through the hassle of taking your own photos, or
you simply don’t have the time, you could always source stock images.
<a href="http://www.getitc.com/blog/marketing/2012/11/19/getting-photos-for-your-website">We have a great guide to get you started.</a> Also, if you have a question
about how to take a better photo, leave a comment, and we’ll be happy
to answer it.urn:uuid:473Google Analytics Metrics You Should Be Monitoring - Agency Marketing BlogGoogle Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions.2013-09-13T11:16:01Z2024-03-19T05:52:04Z<p><img alt="" width="216" height="161" src="/images/blog/google-analytics-logo.png" style="float: left; margin-right: 10px; margin-bottom: 10px;" />Google Analytics is a service offered by Google that generates detailed <a href="http://www.getitc.com/products/websites/features/web-statistics">statistics</a> about a website's traffic and traffic sources and measures conversions and sales. The reports below cover the most important metrics, but I encourage you to explore Google Analytics on your own.</p>
<p><strong>Demographics<span> </span>> Location</strong></p>
<p>This report lets you see where visits originate (Continent, Sub Continent, Country, City). For web visitors, Location is derived from mapping IP addresses to geographic locations. <em>City location may not be accurate for visits from mobile devices. </em></p>
<p> </p>
<p><strong>Audience > Overview</strong></p>
<p>An at-a-glance view of of visitor metrics. You can see visits over the last month (line graph), new vs returning visitors (pie chart), and a list of values for each of the following metrics:</p>
<ul class="ulstyle-bullets">
<li>Visits (total number of visits to your site)</li>
<li>Unique Visitors (total number of unique visitors to your site)</li>
<li>Pageviews (total number of pages viewed on your site)</li>
<li>Pages per Visit (average number of pages viewed per visit)</li>
<li>Average Visit Duration (average visit length of all visitors)</li>
<li>Bounce Rate (percent of single-page visits)</li>
<li>New Visitors (percent of total visitors who visited your site for the first time)</li>
</ul>
<p> </p>
<p><strong>Traffic Source > Search Engine Optimization > Queries</strong></p>
<p><strong>Source</strong>: Every referral to a website has an origin, or source. Possible sources include: “google” (the name of a search engine), “facebook.com” (the name of a referring site), “spring_newsletter” (the name of one of your newsletters), and “direct” (visits from people who typed your URL directly into their browser, or who had bookmarked your site). </p>
<p><strong>Medium</strong>: Every referral to a website also has a medium. Possible medium include: “organic” (unpaid search), “cpc” (cost per click, i.e. paid search), “referral” (referral), “email” (the name of a custom medium you have created), “none” (direct visits have a medium of “none”). </p>
<p><strong>Keyword</strong>: The keywords that visitors searched are usually captured in the case of search engine referrals. This is true for both organic and paid search. Note, however, that when SSL search is employed (e.g., if the user is signed in to a Google account, or using the Firefox search bar), Keyword will have the value <em>(not provided)</em>. </p>
<p><strong>Campaign </strong>is the name of the referring AdWords campaign or a custom campaign that you have created. </p>
<p><strong>Content </strong>identifies a specific link or content item in a custom campaign. For example, if you have two call-to-action links within the same email message, you can use different Content values to differentiate them so that you can tell which version is most effective. </p>
<p> </p>
<p><strong>Traffic Sources > Search > Organic</strong></p>
<p>This report allows you to view various metrics like Keyword, Visits, Pages/Visit, Avg. Visit Duration, % New Visits and Bounce Rate. You can also drill down on other metrics like Contact, Technology, Traffic Sources and Visitors using the primary and secondary dimensions.</p>
<p> </p>
<p><strong>Content > Content > Overview</strong></p>
<p>Google Analytics tracks the following kinds of data about how visitors interact with your site content:</p>
<ul class="ulstyle-bullets">
<li>The pages on which they enter and exit your site.</li>
<li>How often and how long they view individual pages.</li>
<li>The extent to which they search your site for specific content.</li>
<li>The extent to which they interact with things like slide shows or embedded videos.</li>
<li>How frequently they click AdSense ads, and the revenue you see from those clicks.</li>
</ul>
<p> </p>
<p><strong>Conversions > Goals > Overview</strong></p>
<p>Goals are a versatile way to measure how well your site or app fulfills your target objectives. You can set up individual Goals to track discrete actions, like transactions with a minimum purchase amount or the amount of time spent on a screen. </p>
<p>Each time a user completes a Goal, a <em>conversion </em>is logged in your Google Analytics account. You can also give a Goal a monetary value, so you can see how much that conversion is worth to your business. You can analyze the Goal completion rates, or conversion rates in the Goal Reports. Goals conversions also appear in other reports, including the <em>Visitor Report</em>, <em>Traffic Reports</em>, <em>Site Search Reports</em>, and the <em>Events Reports</em>.</p>
<p>Need your <a href="http://www.getitc.com/products/websites/features/search-engine-visibility-services">Google Analytics</a> set up? Call ITC at 1-800-383-3482 for more details.</p>
<p>(Source: <a href="https://support.google.com/analytics/">https://support.google.com/analytics/</a>) </p>urn:uuid:472The Releases Keep On Coming - Agency Management BlogInsurancePro's 6.0.38.10 release is now in generally available. What's in it for you?2013-09-12T16:45:45Z2024-03-19T05:52:04ZWe've made many improvements to InsurancePro in the last couple of months. Some of these improvements include new email, reporting, and bridging features. Our current release, version 6.0.38.10, includes the following:<br />
<ul>
<li>Improved handling of errors encountered when deleting scanned files</li>
<li>Improved handling of errors encountered when manually selecting policy commissions</li>
<li>Improved stability of the custom payment report</li>
<li>Improved handling of errors encountered while scanning</li>
<li>Support for the new ACORD Form file format</li>
</ul>
<p></p>urn:uuid:471What is a Brand? - Agency Marketing BlogThere are many definitions of a brand, but one thing is true across all definitions: your brand needs to be consistent.2013-09-09T16:02:46Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/brand.jpg" style="width: 250px; height: 167px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />The marketing term brand is not all that different from the symbol livestock owners use to distinguish their animals as their own. The word <em>brand </em>comes from the Old Norse word <em>brandr</em>, which means <em>to burn</em>.<br />
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Brands and branding can be difficult to understand as there are lots of definitions of what a brand is and how you create a brand. To start off, let's look at the two parts that make up your brand. <br />
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First, like a livestock brand, your agency's brand is the name, sign, symbol or design, or some combination of thereof, you use to identify your agency from your competition. This includes your agency's name, your logo, your colors, and your slogan if you have one. <br />
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The second part is the associations your target audience, including clients and prospects, makes when they come across your agency online or offline. <br />
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Let's use Starbucks as an example. Whether you love or hate the Seattle coffee chain, there is a level of quality you expect when you choose Starbucks over an untried coffee shop. This is part of the Starbucks brand. <br />
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Your brand is your agency's identity and how your agency is perceived in the market. Your clients expect certain things from your agency based on their past experiences with you. When you meet these expectations, your reinforce your brand and foster the trust and loyalty the consumer feels about your agency. <br />
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When you fail to meet expectations is when you hurt your brand and start to lose clients to your competition. <br />
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The hard part about branding is accepting that you don't control the second part of your brand. Yes, you can influence and shape it, but the people who control a big part of your brand isn't you. It's your clients.<br />
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But what can you do?<br />
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<strong>1. Identify what your agency stands for.</strong> What makes your insurance agency different from every other agency in your area? What is the one thing your clients think of when they think of your agency? A great way to answer the latter question is to ask your current clients.<br />
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<strong>2. </strong><a href="http://www.getitc.com/blog/marketing/2013/01/29/why-you-should-inventory-your-digital-agency-marketing"><strong>Do an inventory of your marketing materials.</strong></a> Do your marketing materials talk about the one thing that you are known for? Are your marketing materials consistent with each other? If you've used different styles, logos or colors, start fixing the inconsistencies so that every piece of marketing collateral looks like it's come from the same agency.<br />
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<strong>3. Show your difference.</strong> You can talk about your great customer service all you want. The truth is every other insurance agency is also touting their service. Stand out by showing your difference. Get testimonials and case studies that tell how your agency has made a difference in your clients' lives. <br />
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Branding is not a replacement for a specific agency marketing campaign like email marketing or SEO. However, it does reinforce your sales and marketing messages in some very important ways.<br />urn:uuid:765Multico Partners with GuideOne to Provide Real-Time Rates - Agency Rating BlogMultico Rating Systems and GuideOne Insurance Company have announced an agreement to provide real-time Automobile and Homeowners insurance rates.2013-09-09T10:06:00Z2024-03-19T05:52:04Z<img src="/images/blog/multico/guideone-e1392103675147-270x138.jpg" alt="GuideOne" longdesc="GuideOne" style="float: right; margin: 5px;" />
<p><strong>SEATTLE, WA (September 9, 2013)</strong> — Multico Rating Systems (<a href="http://www.multico.com/" target="_blank"><span style="text-decoration: underline;">www.multico.com</span></a>) and GuideOne Insurance Company (<a href="https://www.guideone.com/" target="_blank"><span style="text-decoration: underline;">www.guideone.com/</span></a>) have announced an agreement to provide real-time Automobile and Homeowners insurance rates through Multico’s single-data-entry comparative rating platform, Multico-Online™.</p>
<p>Multico-Online is Multico’s web-based rating system that provides accurate manufactured and carrier direct real-time rates, integration to carrier point-of-sale systems, agency management systems, and other third-party software.</p>
<p>Multico introduced GuideOne’s Oregon Automobile rates earlier this month and will follow up with the release of its Homeowners program in the weeks ahead. GuideOne Washington Auto and Homeowners rates are also in development and scheduled to be released by fall.</p>
<p>“Multico will continue to lead the market by providing independent agents and brokers with the largest and most accurate selection of carrier participants in the region.” said Charles Anderson, President of Multico Rating Systems. “Our Oregon customers now have access to more than 30 different Auto insurers, making Multico-Online the leading supplier of Auto rates in the state. With the addition of GuideOne to our growing list of carrier partners, we look forward to continuing and extending our leadership in supporting comparative rates for Auto and Homeowners policies throughout our region.”</p>
<p><strong>About Multico Rating Systems</strong><br />
Multico Rating Systems, headquartered in Seattle, Washington, has been a pioneer in the insurance software industry since 1986. Multico specializes in point-of-sale systems for insurance carriers and premium comparison and consumer access quoting for independent agents. More information can be found at <a href="http://www.multico.com/" target="_blank"><span style="text-decoration: underline;">www.multico.com</span></a>.</p>urn:uuid:4703 Questions to Ask About Your Insurance Website Design - Agency Marketing BlogThese questions will help you narrow down your ideas and give you a strong sense of how to create an efficient insurance agency website.2013-08-30T17:00:00Z2024-03-19T05:52:04Z<p>Starting on your insurance website design can be tricky. You may have a lot of ideas or you might not be sure what you should focus on.<br />
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When creating your website, ask yourself these important questions. They will help you narrow down your ideas and give you a strong sense of how to make an efficient insurance agency website.</p>
<p><strong>Who is my target audience?</strong><br />
Your intended audience is important. While you may want to target as many people as you can, trying to please everyone will not make your site as powerful or potent as it could be.</p>
<p>Choose an audience you want to market to, and build a website for them. Does your agency focus on selling insurance to businesses? Then the ultimate look and feel of your website should differ from websites that focus primarily on auto and home insurance for families.</p>
<p>If you have trouble pinning down a target audience, think local. If you only sell insurance in your home city or state, you can use photos of local or state landmarks that will make your website more attractive to your audience.</p>
<p><strong><img alt="" style="width: 250px; height: 167px; margin-right: 10px; margin-bottom: 10px; float: left;" src="/images/blog/iStock_000004470271Small.jpg" />What will my customers do on my website?</strong><br />
Don’t make the mistake of turning your website into a billboard – something to look at once and then ignore. Help make your website part of your business process by giving your customers a reason to visit your website and come back.</p>
<p>Whether it is to fill out a quote form, file a claim, or make a payment online, your customer should want to and be able to interact with your insurance website. Offering these options online will make your customer more likely to visit your website multiple times, letting you focus on customer service, retention and capturing new leads.</p>
<p>Call to actions will be important for customer interaction. They instruct your customers on how to use your website. Use strong, clear and concise language. “Pay Your Bill” is a more effective direction than “Would you like to make an online payment?”</p>
<p><strong>How can I make things as easy as possible?</strong><br />
Simple is always best. When deciding on the design of your insurance website, be careful of making it too busy. While you want your website to be a multi-use tool, you want to also make it easy for customers to find which tool they want to use.</p>
<p>The best way to do this is to create an easy to follow navigation menu. Your navigation menu is your one-stop place to find all of your website’s features and resources. Choose a few major headings, such as <em>Get a Quote</em>, <em>Make a Payment</em> or <em>Contact Us</em>, and list the complimentary items underneath these headings.</p>
<p>Avoid clutter on your website. If you put too many bells and whistles right on the home page, it will distract or confuse your customers, and they will be less likely to interact with your website.</p>
<p>These questions will help you line up a strong game plan on how to tackle your insurance website design. After you solidify your answers, you will not only feel more comfortable with the website building process, but you will also have a good concept of the look and feel you should strive towardsfor.</p>urn:uuid:767Multico and Mutual of Enumclaw Announce Partnership to Provide Real-Time Auto and Homeowners Rates - Agency Rating BlogMultico and Mutual of Enumclaw have announced a partnership to provide real-time Automobile and Homeowners insurance rates.2013-08-30T10:19:00Z2024-03-19T05:52:04Z<img src="/images/blog/multico/MOE-270x100.jpg" alt="Mutual of Enumclaw" longdesc="Mutual of Enumclaw" style="float: right; margin: 5px;" />
<p><strong>SEATTLE, WA (August 30, 2013)</strong> — Multico Rating Systems (<a href="http://www.multico.com/" target="_blank"><span style="text-decoration: underline;">www.multico.com</span></a>) and Mutual of Enumclaw (<a href="http://www.mutualofenumclaw.com/" target="_blank"><span style="text-decoration: underline;">www.mutualofenumclaw.com</span></a>) have announced a partnership to provide real-time Automobile and Homeowners insurance rates through Multico’s single-data-entry comparative rating platform, Multico-Online™.</p>
<p>Multico-Online is Multico’s web-based rating system that provides a combination of traditional manufactured rates and carrier direct real-time rates, integration to carrier point-of-sale systems, agency management systems, and other third-party software.</p>
<p>As part of the collaboration, Mutual of Enumclaw will debut its Automobile and Homeowners rates to Multico-Online users in Utah as early as late July with plans to expand to Washington, Oregon, and Idaho in the weeks ahead.</p>
<p>“Building out our already comprehensive list of real-time carrier participants continues to be a focal point for Multico in 2013,” said Charles Anderson, President of Multico Rating Systems. “The addition of Mutual of Enumclaw to our growing library of markets will have a profound impact on the continued success and future growth of our partner agents. We look forward to expanding the availability of Mutual of Enumclaw’s rates to all Multico-Online users in the near future.”</p>
<p><strong>About Multico Rating Systems</strong><br />
Multico Rating Systems, headquartered in Seattle, Washington, has been a pioneer in the insurance software industry since 1986. Multico specializes in point-of-sale systems for insurance carriers and premium comparison and consumer access quoting for independent agents. More information can be found at <a href="http://www.multico.com/" target="_blank"><span style="text-decoration: underline;">www.multico.com</span></a>.</p>urn:uuid:469Be a Better Email Marketer - Agency Marketing BlogHere's a few tips to help you get better results on your next email marketing campaign. 2013-08-29T13:14:24Z2024-03-19T05:52:04Z<img alt="" style="float: right; margin: 5px;" src="/images/blog/email-marketing_thumb.jpg" />I get asked all the time “what’s the one thing you can recommend to me to improve my email marketing campaigns?” The answer is different based on the type of campaigns you’re producing and the outcome you’re looking for. There are, however, a few tips I can share with you to help you get better results regardless of the campaign you’re working on. <br />
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<strong>Data Maintenance:</strong> Your contact data is like gold. The better records your keep and the more information you’re able to capture, the more accurately you are able to segment, target, and find the right recipients for your campaigns. The time it takes to maintain your contacts and keep your data organized is an investment in your business. I cannot stress enough the importance of keeping your contacts up to date and well organized. <br />
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<strong>Follow Up:</strong> When going over your email statistics, if you see several people who clicked through your call to action but didn’t fill out your quote/newsletter/other form, follow up with them. Send them an email and ask what questions you can answer or how you can help them. <br />
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<strong>Create a Landing Page: </strong>Having a <a target="_blank" href="http://www.getitc.com/blog/marketing/2013/01/31/improving-conversion-rates-with-landing-pages#.Uh-P_T9NYZY">landing page</a> specific to your campaign has been proven to improve conversion rates. Design your landing page to match the colors and theme of your campaign. This will also help you track how traffic is coming to your site and agency. <br />
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<strong>Don’t Use Too Many Images:</strong> Using too many <a target="_blank" href="http://www.getitc.com/blog/marketing/2012/05/01/using-images-in-email-are-you-doing-it-wrong#.Uh-QGz9NYZY">images</a> in an email can cause a myriad of problems. For starters, you could be marked as spam. The larger your image files are, the more closely an email client will be looking at the email you’ve sent to their servers. If it’s too large, they will most likely flag it as spam. <br />
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You can also trap important information in images. Some people use just one large image in an email and those who cannot view images, or are on a mobile phone, cannot see the image and therefore have no idea what your email says. Always put important information in both print and image form in your emails. <br />
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These are just a few tips you can use to improve your email marketing for your agency. For more information on email marketing tips, check out my other <a target="_blank" href="http://www.getitc.com/blog/author/jennifer_fitzsimmons/">blogs</a> or give us a call at 800-383-3482. urn:uuid:468Why SEO is Essential for Your Agency - Agency Marketing BlogHow SEO can help your insurance agency website get found.2013-08-29T10:30:35Z2024-03-19T05:52:04Z<p><img alt="" style="width: 250px; height: 188px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/iStock_000011020990XSmall.jpg" />Once upon a time, you posted a flyer on the bulletin board at the local library, and that was your advertising. As long as your flyer was on top of the pile, your agency would get calls from people looking for insurance. <br />
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Today, the Internet is the bulletin board, and like that library’s bulletin board, you need to be on top of the pile. 75 percent of people searching the Internet never look past the first page of results. This means if someone searches “Dallas Auto Insurance” and you are not one of the first ten listed on the first page, you have little chance of that customer seeing you. Your agency’s website needs to be on the top of the search results page, the Internet’s bulletin board. </p>
<p><span></span>SEO (search engine optimization) is essential to succeeding online. In all of marketing, it can be argued to be the most important thing you should be spending your money and time on for your business this year. Successful agencies looking to grow are invested heavily in SEO. </p>
<p>SEO includes everything you, or the SEO expert you hired, does to help your website move higher in the search engine results. A well-designed website, frequent site content updates, regular blogging, social media, reviews and backlinks from other relevant websites are ways to increase your SEO.<span> </span></p>
<p>In addition to online SEO, there are things you should be doing offline to help your SEO. It is important for people to know who you are, recognize your agency name and want to search for you. Get involved in the Chamber of Commerce in your town, post a sign for your agency in a busy section of town, buy an ad at the local bus stop, sponsor a community event or pass out flyers in your neighborhood so that people know who you are. Take business cards everywhere you go and pass out three to everyone you talk to about your agency.<br />
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Branding is important for your marketing because it helps your prospective clients see who you are and know your name so when they need an insurance agent, they will think of you.<span> </span></p>
<p>SEO can get confusing as there are many marketing aspects that go into a successful SEO strategy. Plus, the search engines are always changing the algorithms (how they determine which results to show). It’s important to remember that SEO is a waiting game because results are not immediate. Sometimes it can take a few months before you start to see results, especially if you’re targeting competitive keywords.</p>
<p>For insurance agencies with a lot of competition, SEO can make a difference. Do you need help with SEO for your insurance website? Request a free agency consultation and let’s see if it makes sense for our SEO team to help your agency.</p>urn:uuid:467Is Your Insurance Website A One-Stoplight Town? - Agency Marketing BlogHow to turn your insurance agency website from a one-stoplight town with no traffic into a major city with high traffic.2013-08-26T16:13:09Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 234px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" src="/images/blog/countryroad.jpg" />Some insurance websites are like major cities. They have highways that bring in lots of traffic and have pages of fresh, informative content to serve and satisfy a big community. Other websites are like a small town. No major roads and not much to offer the little traffic in terms of helpful information.<br />
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The search engines are the traffic conductors guiding people to websites that match what they are looking for. Part of how the search engines decide whether or not your insurance agency website is relevant to a search is based on how many highways - or links - lead to your website. The more links you have, the more credible your website appears to the search engines as an authority on insurance. If those links come from websites that have a lot of links themselves, even better for you.<br />
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How do you increase the number of highways to your insurance website? Blogging.<br />
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Blogging will benefit your insurance agency website in more than one way: You'll be creating more content, which allows you to share your content more often. The more you blog, the more pages you are creating for your website, which allows you to target more keywords. Plus, the more content, the more likely people will share your website, which means you'll rank higher in the search engine results.<br />
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Also, the content you create needs to be shareable so people will share it. Simple, I know. However, it's easy to get hung up on writing the same old, same old, which is much less likely to get shared. Answer hard questions. Offer an opinion. Solve a client's problem. Tell a funny story. If your blog post is good, it will get shared. <br />
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Do you want your insurance agency website to be a one-stoplight town where not many people go? Or do you want it to be a major city that attracts high traffic and generates leads? The first step to creating those Internet highways is to create shareable content regularly. Try it. You might be surprised at the difference it makes.urn:uuid:466Masters of Marketing: AgencyBuzz Tips and Tricks - Agency Marketing BlogOn August 22 we held an in-depth webinar discussing the ins and outs of AgencyBuzz. 2013-08-23T07:43:50Z2024-03-19T05:52:04ZOn August 22 we held a webinar where I showed the ins and outs of AgencyBuzz. This in-depth review will help those looking for more information about the workings of AgencyBuzz. <br />
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<iframe width="500" height="375" frameborder="0" src="//player.vimeo.com/video/72928005"></iframe>
<p>Masters of Marketing -- AgencyBuzz 2.0 Tips and Tricks from <a href="http://vimeo.com/getitc">Insurance Technologies Corp.</a> on <a href="https://vimeo.com">Vimeo</a>.</p>
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If you missed our first tips and tricks webinar where we optimized mailings and newsletters, view that <a href="http://www.getitc.com/blog/marketing/2012/06/06/agencybuzz-email-tips-and-tricks-webinar-recording#.UhdaBhvku6M" target="_blank">here</a>. urn:uuid:465How to Get Your Business Listing Ranked Higher in Google+ Local - Agency Marketing BlogTips on increasing your insurance agency website's traffic with Google+ Local2013-08-16T07:07:51Z2024-03-19T05:52:04Z<span style="font-size: 11pt; font-family: calibri, sans-serif;"><img alt="" width="227" height="78" src="/images/blog/logo4w.png" style="float: right;" />A great way to increase your insurance website’s traffic is having it show in <a href="http://www.google.com/+/learnmore/local/" title="Google+ Local">Google+ Local</a>. Google+ Local, formally known as Google Places, helps people find businesses and share information about them. <br />
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Google+ Local is sometimes confused with Google+ Business. They are similar and it is possible to merge the two, but they are not the same thing. Google+ Business is just the company profile page for a business. The best way to tell the difference between the two is to look at the features of the pages. For example, people can't leave reviews on a Google+ Business page, but it is possible to do so with a Google+ Local listing. <br />
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There are a couple of ways to optimize your Google+ Local listing for great visibility in local search results. Here’s how you do it.<br />
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It’s important to <strong>make the listing as complete as possible</strong>. <br />
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<ol>
<li><span style="font-size: 11pt; font-family: calibri, sans-serif;">First, find your listing or add it here if you don’t have one: <a title="Google+ Local" href="http://www.google.com/+/learnmore/local/">http://www.google.com/+/learnmore/local/</a><cite> <br />
</cite></span></li>
<li><span style="font-size: 11pt; font-family: calibri, sans-serif;">Include as much information about your agency as you can. Fill out each field and upload photos. You can upload videos too, if you have any.</span></li>
<li><span style="font-size: 11pt; font-family: calibri, sans-serif;">Make sure you add a cover photo and profile image with the correct dimensions. The cover photo can be a picture of your agency, your staff, or anything that you think will give people a good visual of your business. The dimensions should be 2120 x 1192. The profile image dimensions should be 250 x 250 and keep in mind the same criteria as the cover photo when selecting one.</span></li>
<li><span style="font-size: 11pt; font-family: calibri, sans-serif;">Also make sure you add your <a href="http://www.getitc.com/blog/marketing/2010/03/31/how-to-choose-a-main-keyword-phrase#.Ug0iNT9A3sJ" title="main keyword phrase">main keyword phrase</a> in the description field. </span></li>
<li><span style="font-size: 11pt; font-family: calibri, sans-serif;">Before your listing will appear in Google results it has to be verified. Google will give you the option to verify your listing by mail.</span></li>
</ol>
<span style="font-size: 11pt; font-family: calibri, sans-serif;"><br />
The second way to maximize your listing’s visibility in local results is to have your customers write reviews. More positive reviews means Google will give your listing more precedence. This insurance agent’s listing is a great example of keeping up with customer reviews.<br />
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<img alt="" src="/images/blog/Beeler_gPlusLocalscreenshot.jpg" /><br />
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Here’s how you can have your customers leave reviews on your Google+ Local listing:<br />
</span>
<ol>
<li><span style="font-size: 11pt; font-family: calibri, sans-serif;">Go to <a href="https://plus.google.com/local" title="Google+ Local ">https://plus.google.com/local</a>.</span></li>
<li><span style="font-size: 11pt; font-family: calibri, sans-serif;">Type in the name of your agency and the city and state it’s in.</span></li>
<li><span style="font-size: 11pt; font-family: calibri, sans-serif;">Once you find your agency, click on its name. This takes you to your agency’s Google+ Local page.</span></li>
<li><span style="font-size: 11pt; font-family: calibri, sans-serif;">Copy the listing’s web address and paste it into an email using <a href="http://www.getitc.com/blog/marketing/2012/02/21/why-anchor-text-is-important#.Ug0iaD9A3sJ" title="anchor text">anchor text</a>. It’s best to use anchor text because the listing’s link will be long. </span></li>
<li><span style="font-size: 11pt; font-family: calibri, sans-serif;">Send the email to your customers, family and friends. <span style="font-size: 11pt; font-family: calibri, sans-serif;">You can use your email marketing system, Agency Buzz, to send the review invitations. </span>Ask your recipients to log into Google after they open the link and click on Write a Review. </span></li>
</ol>
<span style="font-size: 11pt; font-family: calibri, sans-serif;">
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That’s all there is to it. These are easy ways to get your listing to appear higher in local search results. If you have <a href="http://smallbusiness.yahoo.com/local-listings/" title="Yahoo Local">Yahoo Loca</a>l and <a href="https://www.bingplaces.com/" title="Bing Local">Bing Local</a>, you can use these same tips to increase those listings’ visibility too.<br />
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</span>urn:uuid:464How Fonts Impact Your Insurance Website - Agency Marketing BlogWhen choosing fonts for your insurance agency website, there are a few things to keep in mind.2013-08-14T11:59:34Z2024-03-19T05:52:04ZFont selection can really make or break the design of your website. The Insurance Website Builder system gives you freedom and flexibility in terms of font selection. There are more than 600 fonts to choose from within our system but with great power comes great responsibility. Just because you can choose from a large number of fonts, it doesn’t necessarily mean you should.<br />
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<strong>How many different fonts should I have on my website? </strong><br />
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As a good rule of thumb, there should be a maximum of three different fonts on your website. This includes both the graphical elements of your site and the fonts that you can control through the system. Less is more when it comes to choosing the number of fonts that you will display on your website. When too many different fonts are displayed on a website, it makes the design instantly feel cluttered and unorganized. Clean, simple insurance website designs evoke a feeling of trust and credibility. We encourage our customers to go for this kind of look in order to get the best results from their website. <br />
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<strong>How fonts impact page load time</strong><br />
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The Insurance Website Builder system uses the Google Web Fonts library of fonts, which gives you the freedom to make your website fit your agency and branding. Be mindful of size when activating these fonts through the system. Too many font styles can slow down your site, so only select the font styles you actually need. When you look through Google Fonts, you can click on a font, and it will show a graph (Figure A) that shows the impact the font will have on your insurance website’s load time. It is safest to activate the fonts that fall under the green section of the graph.<br />
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<img alt="" src="/images/blog/fonts_figureA.jpg" style="vertical-align: middle;" /><br />
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<strong>Font activation in the admin console</strong><br />
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The best way to activate fonts on your website is through the Site Style/Color Editor section of the Insurance Website Builder system. At the bottom of this section, you can type in the Google Font that you would like to use and then press the Add Selected Font button. After you have added two or three fonts, you will then see them appear in every dropdown menu for fonts. So for example (Figure B), in the footer, under font style you can activate whatever font you would like. Then when you go to make edits in the footer section of the Content Editor, you will notice that the default font is the font that you selected in the Site Style/Color Editor. This makes editing much simpler because you don’t have to manually change every font to the desired font selection.<br />
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<img alt="" src="/images/blog/figureB.jpg" style="width: 650px; height: 217px;" /><br />
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<strong>Coloring and bolding fonts</strong><br />
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Beware of choosing too bright of colors for your fonts. Normally, you want to choose dark, bold colors that will stand out and make it easy for your customers to read. Also, you want to make sure to only bold certain key phrases. If you bold too many sections or phrases on your website, then nothing will stand out. Below is a good example (Figure C) of bolding and coloring important phrases to make them both stand out on the site and enhance their SEO properties.<br />
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<img alt="" src="/images/blog/figureC.jpg" style="width: 650px; height: 141px;" />urn:uuid:463Easy Tips to a Great Insurance Website Blog - Agency Marketing BlogTry these easy writing techniques to improve the blog on your insurance website.2013-08-12T16:27:34Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/blogging_thumb.png" style="float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />Do you have to be a great writer to be a great blogger? <br />
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Truthfully, good writing can make a difference. That said, there are some easy writing techniques that can have a big impact on the quality of your blog posts.<br />
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<strong>Start with the end</strong><br />
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Back when we were in school, we were taught to start writing with the introduction. In today's 140-character world, people do not have the patience or the attention span to read your entire post to reach your conclusion. So start your blog posts with your conclusion instead of an introduction and use the rest of your post to explain your conclusion.<br />
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<strong>Spend time on your headline</strong><br />
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Your headline matters. It it going to be what encourages people to click through to your website to read your blog post. Spend time writing an interesting headline.<br />
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<strong>Read aloud</strong><br />
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One of the best pieces of blogging advice I ever got is to write like you talk. Writing will come more naturally to you and flow better if you write conversationally. The best way to know if your blog post is written in a conversational tone is to read it aloud. If it does not roll off the tongue, if you get caught up on big words, change it.<br />
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<strong>Rewrite</strong><br />
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Don't hit publish as soon as you finish your blog post. Let it sit for a day or two, and then come back and read it again. More than likely, you will see a glaring spot or several that will need to be rewritten.<br />
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<strong>Cut</strong><br />
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Blog posts should not be very long (see my above comment about short attention spans), but I often see blog posts that are too wordy. Is your post nearing 1,000 words? Cut any word or sentence that is not necessary or is repetitive. If you find it difficult to cut the post down as everything is important to your point, can you break the blog post into two parts? That's a great way to shorten a blog post plus you have a post for the next week ready-made.<br />
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<strong>Get a second pair of eyes</strong><br />
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Is there someone in your office who can write? (On a side note, why isn't he or she contributing to your blog?) Or do you have a family member or friend who has some writing skills? Ask them to proofread your blog posts and give you tips on how you might improve. Having someone else read your posts can make a big difference.<br />
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<strong>Practice, practice, practice</strong><br />
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Great bloggers are not born in a single blog post. It takes practice and time. As you blog more, your writing will get better, and you will become faster and more efficient at the writing process as you figure out what works for you. Getting started can be the most difficult part. But as they say, "A journey of a thousand miles begins with a single step."<br />
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Of course, if you don't enjoy writing, if it is a chore on par with going to the dentist, you won't become great at blogging. But your website still needs a regularly updated blog. If that is your situation, <a href="http://www.getitc.com/solutions/agency_marketing/content_services/">hiring outside help to provide you with content for your blog</a> is a great option.urn:uuid:4623 Reasons to Get Help With Your Agency Marketing - Agency Marketing BlogYou don't have to do it all yourself. Three reasons why you should hire help for your insurance agency marketing.2013-08-06T08:51:46Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/GenerateLeads.jpg" style="width: 250px; height: 208px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />There are books and courses you can take to learn more about marketing so you can do it yourself. But if you don't truly dedicate yourself to learning the art and the science of marketing, then hiring marketing experts to help you could make a big impact on your insurance agency marketing.<br />
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<h2 class="subtitle">3 Reasons to Get Agency Marketing Help</h2>
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<strong>1. Time for other things</strong><br />
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You're an insurance agent, not a marketer. Your specialty and expertise is in talking with clients, reading their policies, identifying any gaps in their coverage and determining what they need to be protected. If you don't want to spend your time on agency marketing, you shouldn't have to. Your skills benefit your agency better when focused elsewhere.<br />
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<strong>2. No longer missing opportunities</strong><br />
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If you spend your day providing quotes to prospects, sending payment reminders and renewal notices to clients and managing your agency, when do you have time to focus on marketing your agency? You might be able to squeeze in a little bit of time during the week, and that time is good. But you're are probably still missing out on some good opportunities. If you hire outside marketing help, that person or team will be able to spend a lot more time dedicated to your agency marketing, and you will no longer miss those opportunities.<br />
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<strong>3. Ability to try new things</strong><br />
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<a href="http://www.getitc.com/blog/marketing/2013/02/21/the-evolution-of-marketing">Marketing has changed so much, especially in the last six years.</a> It's hard to keep up. By hiring outside marketing help, you will be more aware of new methods or ideas to bring new clients to your agency. Plus, you'll get to actually try them instead of adding them to a list of things you want to do but rarely ever get to (see #2). <br />
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Looking for a team of experts to help improve your agency's marketing? <a href="http://www.getitc.com/products/websites/consultation/">Request a free consultation and see if we're the team for you</a>.urn:uuid:461Top Five Questions You Need to Answer on Your Website - Agency Marketing BlogCore questions you need to be able to answer on your insurance agency website so online visitors can decide whether to contact you.2013-07-31T09:19:08Z2024-03-19T05:52:04Z<p><img alt="" src="/images/blog/HiRes.jpg" style="width: 250px; height: 165px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />Consumers are looking for information when they visit your insurance agency website. The information they are searching for can vary, but below are core questions you need to be able to answer on your website because they will help your online visitors decide whether to contact you.</p>
<h2><strong>Who</strong> are you?</h2>
<p>Potential leads may not be familiar with you or your agency. They will want to know who you are beyond simply another insurance agent or agency. On your home page or about us page, you can write about your agency’s history and experiences. You can show photographs of your building, location or staff. Also, you can show who you are through your social media profiles or blog posts. By personalizing your insurance website and showing who you are, you will build trust and credibility with your online visitors. </p>
<h2><strong>What</strong> services do you offer?</h2>
<p>You want to clearly show what services you offer so when consumers come to your website, they can quickly see whether you can offer them the services or coverages they’re looking for. Your services can be displayed in various ways on your home page such as clearly visible buttons or slides in a slideshow. Current customers can discover other ways you can help them through your website and therefore contact you for other services.</p>
<h2><strong>Where</strong> are you located or <strong>Where</strong> are you licensed?</h2>
<p>By showing your location or where you are licensed, consumers can see that you offer coverages in their area. They will also be able to see your location and where they can visit you. Furthermore, displaying your location will allow the search engines to see where you are located, and this can help with your local listings.</p>
<h2><strong>Why</strong> are you different?</h2>
<p>Spinning off of who you are, you also want to show why you are different. You can display any insurance awards or esteemed organizations you’re a member of. Show how trustworthy you are by sharing your involvement in the community and that you are a long established agency. If you have a unique approach on how you find coverage or take care of your customers, you will want to mention this on your insurance agency website. This will help customers feel comfortable with contacting you for handling their insurance needs.</p>
<h2><strong>How</strong> can they contact you?</h2>
<p>After customers find the answers to their questions, they will have one last simple question. How do they contact you? Don’t make it difficult for them. Have your contact information highly visible throughout your website. Place your phone number at the top of your website, detailed contact information at the bottom of your website, or a simple Contact Us link at the top of your website. You can take it a step further and offer a short contact form on your website so that they can send you a contact request day or night.</p>urn:uuid:460How the Four Ps of Marketing Apply to Your Insurance Agency - Agency Marketing BlogLearn how to apply the four Ps of marketing (product, price, placement, promotion) to your agency marketing.2013-07-30T10:53:21Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000015830226XSmall.jpg" style="width: 250px; height: 187px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />As any marketing student can tell you, the four Ps in the marketing mix are product, price, placement and promotion. Typically, when talking about the four Ps in marketing class, the discussion is on how they apply to marketing for consumer products. I want to explore today how they apply to your insurance agency.<br />
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<strong>Product</strong><br />
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You might be tempted to think of your product as the insurance you sell. You're not entirely wrong, but I want you to think about your agency as your product. Ask yourself: What is your vision and goals for your agency? What are your agency's strengths, weaknesses, opportunities? What do you do better than your competition? Who is your target audience?<br />
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<strong>Price</strong><br />
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The unfortunate thing about the price of what you sell is you don't set the price. You only communicate what the consumer must pay. There are no special offers or weekly sales to drive consumers through your doors. So you sell on the value of using an independent agent. Here's what we like to tell our agents: <a href="http://www.getitc.com/blog/marketing/2012/10/15/selling-value-insurance-with-price-based-marketing">use price-based marketing to generate leads and then find the plan that best meets their needs</a> and explain why the coverage needed may cost more, but it is the better choice. <br />
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<strong>Placement</strong><br />
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Placement is how you provide your product where consumers want it; it's how your distribute your product. In today's online world, that would be your insurance agency website. Think of your website as the center of a bicycle wheel, and all of your marketing activities are the spokes leading to that center. Your website should be designed to sell insurance by capturing lead information when consumers request a quote. It needs to be a reflection of your agency both in design and content so your audience gets a good understanding of your product.<br />
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<strong>Promotion</strong><br />
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Promotion is the methods you use to tell your target audience about your product. This could include print/radio/TV advertising, email marketing, community events, social media, online advertising, guest blogging, etc. To get the most out of your promotion efforts, you need to research your target audience and go where they are. If your target audience is largely online, then the bulk of your marketing budget needs to be spent in online marketing. <br />
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<strong>Key takeaways:</strong><br />
<ul>
<li>Identify what makes your product (aka your agency) different.</li>
<li>Look at how you can use price-based marketing to generate leads.</li>
<li>Conduct an insurance website audit to determine how well your website is currently working for you.</li>
<li>Determine where you audience is and tailor your promotions strategy to be in those places.</li>
</ul>urn:uuid:459Masters of Marketing: Get 'em, Keep 'em, Close 'em - Agency Marketing BlogHow to get leads to your website, keep them on your site and follow up with them using email marketing. 2013-07-26T08:43:41Z2024-03-19T05:52:04ZOur July 26th Masters of Marketing webinar was led by Stephanie, Darmini and Jennifer from the <a href="http://www.getitc.com/products/websites/" target="_blank">Insurance Website Builder</a> and <a href="http://www.getitc.com/products/leadmanagement/" target="_blank">AgencyBuzz</a> teams. <br />
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Tips on content for your website, SEO, design, social media, and email marketing were discussed along with several examples of these tips in practice. <br />
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<iframe width="500" height="375" frameborder="0" src="//player.vimeo.com/video/74234888"></iframe>
<p>Masters of Marketing -- Get 'em, Keep 'em, Close 'em from <a href="http://vimeo.com/getitc">Insurance Technologies Corp.</a> on <a href="https://vimeo.com">Vimeo</a>.</p>
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What do you think of our presentation? Do you have any proven methods that you use to drive or convert leads?urn:uuid:458How to Write for Your Insurance Website - Agency Marketing BlogWriting tips agents can use to write unique content for their insurance agency website.2013-07-24T14:37:53Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Writing.jpg" style="width: 250px; height: 166px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" /><a href="http://www.getitc.com/blog/tag/content/">We talk a lot about how important content is for your website and its SEO.</a> By making sure your insurance website has unique content, you will tell your online visitors what makes your agency different from your competition. In addition, search engines do not like to deliver duplicate content in their results so having unique content on your website will help with your SEO efforts.<br />
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Writing content for your website does not have to be difficult. If you can't afford to hire a professional writer, you should try your hand at writing your website content yourself. Here are a few things to keep in mind.<br />
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<h2 class="subtitle">The Basics of Writing Website Content</h2>
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1. Plan</strong><br />
First, make a list of all the content pages on your website. This should include your home page, your About Us page, every page for each line of business you write and employee directory, if you have one.<br />
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<strong>2. Key Messages</strong><br />
Next, identify your key messages both for your agency and for each page. These messages are your outline. Think about what kind of information visitors to your website will be looking for. What will help them with the decision of whether or not to request a quote or call your agency? At the same time, think about how to present that information. Using industry jargon or technical terms may bore or confuse your potential customers, and you don't want that.<br />
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<strong>3. Pictures</strong><br />
Long paragraphs of text on a website rarely get read all the way through. Break up your content with pictures to add interest and visually reinforce what you are saying. Even better if you can add a table or graph to help tell your story. Using pictures and graphs will get your visitors engaged keeping them on your website longer and increasing your chances of converting them to a prospect.<br />
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<strong>4. Headlines</strong><br />
Use headlines and sub-headlines to catch attention and draw the visitor deeper into your content. They'll give your readers a hint of what information they'll find by reading further.<br />
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<strong>More quick writing tips:</strong><br />
<ul>
<li>Use short, simple sentences whenever possible.</li>
<li>Always proofread. </li>
<li>Use action verbs. For example, "Life insurance protects your financial responsibilities for your beneficiaries." is better than "Your financial responsibilities can be protected by purchasing life insurance."</li>
<li>Avoid long paragraphs.</li>
<li>Break up content with pictures or graphs.</li>
<li>Include calls to action where appropriate.</li>
</ul>urn:uuid:457AgencyBuzz Now Offers Clerical Content in Content Library - Agency Marketing BlogAgencyBuzz now offers content to fit your clerical needs as well as your newsletter and marketing needs. 2013-07-22T15:46:37Z2024-03-19T05:52:04ZAs you may know, the <a target="_blank" href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> content library is updated each month with insurance specific content that our agents can use to create newsletters and promotional emails. But, over the years we've had many requests for general clerical content (welcome emails, payment reminders, renewal reminders, etc.). <span style="line-height: normal;"><br />
</span><br />
Today we've added several new mailings into the content library that fit your clerical needs. These emails include the following:<span style="line-height: normal;"><br />
</span><br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Home insurance renewal reminder<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Auto insurance renewal reminder<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Payment reminder<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Cancellation due to non-payment notification<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Quote request follow-up email<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Two referral request emails<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Thank you email<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Lost client email<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>New customer welcome email<br />
•<span style="white-space: pre;" class="Apple-tab-span"> </span>Social media request email<span style="line-height: normal;"><br />
</span><br />
We will continue to add more clerical content, along with insurance related information, each month to the content library. Of course, just like our other content, the clerical content is fully customizable to fit your agency. <br />
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If you have a specific request for information you would like included in the <a target="_blank" href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> content library, leave your request in the comment section below.urn:uuid:455What is Email Segmentation? - Agency Marketing BlogHow email segmentation with an automated agency marketing system can make email marketing even more effective.2013-07-17T11:12:49Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/email-marketing.jpg" style="width: 250px; height: 250px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Once upon a time, back when email was first around, marketers would send email to their whole list. This was called an email blast or batch-and-blast. And it was very effective.<br />
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As the Internet has grown, consumers' inboxes have become saturated with marketing emails as more and more companies use email marketing to get their messages in front of consumers who have become increasingly skeptical of advertising. To keep email marketing campaigns effective at getting opens and converting customers, companies have adopted a practice called segmentation. What is email segmentation? Sending specific emails to specific parts of your email list. <br />
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Think of your emails as golf clubs. In the game of golf, each club has a certain job; a specific kind of shot it performs best. A putter is not used to drive the ball at the tee. Well, email marketing can be used in much the same manner.<br />
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For example, a generic email on life insurance sent to your entire list might generate some interest. But if you create two emails with different messaging, one geared towards the younger generation and the other towards the older generation, you would have much better success with your email.<br />
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Here are a few of my favorite ways to segment a list (<a href="http://www.getitc.com/blog/marketing/2013/01/10/using-distribution-lists-for-email-marketing-youre-doing-it-wrong">click here to see other ways to segment your list</a>):<br />
<br />
<em>By line of business</em><br />
Sending an email about how your agency can save them money on auto insurance to your whole list will either cause confusion or create annoyance with your auto insurance customers. Neither of which you want. But by segmenting, you can identify which part of your list does not have auto insurance with your agency and send only them that email. Better yet, you can use it to cross sell. For example, identify who of your current customers don't have a home policy then send them an email with home insurance information.<br />
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<em>By birthday or age</em><br />
You can segment your lists to send targeted emails like my life insurance example above. Or use it to send a birthday card or email.<br />
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<em>By location</em><br />
Segment your contacts by ZIP code and send emails on local events and community news or information needed after a disaster like a flood has affected a certain area. <br />
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Agency marketing systems that automate segmentation will make your life easier as all you have to do is choose the fields by which to filter your list, e.g., customers who live in certain town, and the system will automatically send your mailing to only customers who live in that town. You don't have to manually make the list and then import it. The system handles it all.<br />
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The more relevant your mailings are to your audience the better your email marketing will perform which will result in a better close ratio and better retention.urn:uuid:454Part 2: Your Site Was Penalized by Penguin 2.0... What Now? - Agency Marketing BlogIf your site was penalized by Google don't worry. There are ways to fix it. Find out how.2013-07-15T17:07:41Z2024-03-19T05:52:04Z<p><strong>Time to De-Optimize<img alt="" src="/images/blog/Penalty%20Flag.jpg" style="float: right; margin-bottom: 7px; margin-left: 7px;" /></strong></p>
<p>Just like you optimize something, you can de-optimize something. Hopefully you kept a list of websites where you have built backlinks.<span> </span>If not, you can use tools like <a href="http://www.opensiteexplorer.org/">Open Site Explorer</a><span> </span>or <a href="http://www.ahrefs.com">ahrefs</a><span> </span>to find most of your backlinks. When you build links for the future, make sure to vary the anchor text that you use. Once you know where all of your links are coming from, start changing some of the anchor text. You might have to email site owners to get the text changed, but it is worth it.</p>
<p><strong>Remove Suspicious Links</strong></p>
<p>Anyone can link to your website so there could be some links that you didn’t create. Once you find your backlinks using the same tools above, identify suspicious links you didn’t create. You should remove some of these suspicious links as they could be harming your website. Similar to above, you might have to contact site owners to get the links removed. As a last resort, you can also use Google’s <a href="https://www.google.com/webmasters/tools/disavow-links-main">Disavow Tool</a> to cut down the bad links coming to your site.</p>
<p><strong>Build, Build, Build</strong></p>
<p>Now it’s time to start building good backlinks again. Once you have removed the bad links, you need to replace them with high quality ones. A quick Google search can bring up different ways to build backlinks, and there are a few guides that I would suggest as well:</p>
<ul>
<li><a href="http://www.quicksprout.com/2013/06/13/the-advanced-guide-to-link-building/">QuickSprout</a></li>
<li><a href="http://moz.com/ugc/category/link-building">Moz</a></li>
<li><a href="http://backlinko.com/link-building">Backlinko</a></li>
</ul>
<p>And make sure to keep alternating the anchor text with the new links. For example, my faux insurance company located in Dallas might be Phillip Long Insurance. I would use these variations in anchor text:</p>
<ul>
<li>Branded – Phillip Long Insurance</li>
<li>Keywords – Dallas Auto Insurance – Dallas Home Insurance – Dallas Insurance</li>
<li>Random – click here – visit us – contact us</li>
<li>Long Tail – Get low cost insurance with Phillip Long Insurance – Learn more at Phillip Long Insurance<br />
<br />
</li>
</ul>
<p>At ITC we strive to keep our customers at the top of the rankings using tested and proven techniques. Most insurance agencies offer a broad range of services that have to account for. When we build backlinks, we follow a specific plan that has given proven results. Google, Yahoo!, Bing and other major search engines change their algorithms on a regular basis so we stay current on trends to give our customers the best SEO services.</p>
<p>Sources:</p>
<p><a href="http://www.penguin2.com/">http://www.penguin2.com/</a></p>
<p><a href="http://ustandout.com/seo/how-to-optimize-your-site-or-blog-for-googles-penguin-2-0-update">http://ustandout.com/seo/how-to-optimize-your-site-or-blog-for-googles-penguin-2-0-update</a></p>
<p><a href="http://www.hongkiat.com/blog/recover-from-penguin/">http://www.hongkiat.com/blog/recover-from-penguin/</a></p>urn:uuid:453Part 1: What is Penguin 2.0? - Agency Marketing BlogPenguin 2.0 was released by Google last month in an effort to penalize spammy websites even more. But what does Penguin 2.0 really do?2013-07-08T17:00:00Z2024-03-19T05:52:04Z<img alt="" style="float: right; margin-bottom: 5px; margin-left: 5px;" src="/images/blog/penguin_thumb.jpg" originalattribute="src" originalpath="/images/blog/penguin_thumb.jpg" />
<p>According to the Internet, there are an infinite number of phobias that exist in the world. Any object, idea, thought or expression can be classified as a phobia. Today, we are just going to talk about one phobia... sphenisciphobia. Sphenisciphobia is the fear of penguins (or anything that is penguin like). </p>
<span style="font-size: 11pt; line-height: 115%; font-family: calibri,sans-serif;">On May 22, 2013, Google rolled out Penguin 2.0, the fourth Penguin-related launch they have done. Instead of fearing what Penguin 2.0 could do to your website, let’s look at some ways to prevent any negative impact and how to recover if your site took a hit.<br />
<br />
<p><strong>What is Penguin 2.0?</strong></p>
<span style="font-size: 11pt; line-height: 115%; font-family: calibri,sans-serif;">Penguin 2.0 was created to target <a href="http://www.getitc.com/blog/marketing/2012/02/06/white-hat-seo-black-hat-seo" originalattribute="href" originalpath="http://www.getitc.com/blog/marketing/2012/02/06/white-hat-seo-black-hat-seo">black-hat<span style="font-size: 11pt; line-height: 115%; font-family: calibri,sans-serif;"></span></a> websites by imposing penalties. Google wanted to build upon the original Penguin due to the success that they thought it had. This new release was also designed to deny the value of link spammers. Another way Google is trying to “punish” spammers is by rewarding authorities of different fields. So, if you are an insurance, marketing or classic car expert, you could be rewarded for that if your website reflects that as a whole. Matt Cutts, the head of Google’s Webspam team created a vlog to try and explain some aspects of Penguin 2.0 and what to look for in the future.<br />
<br />
<br />
<iframe width="560" height="315" frameborder="0" src="//www.youtube.com/embed/xQmQeKU25zg" originalattribute="src" originalpath="//www.youtube.com/embed/xQmQeKU25zg"></iframe>
</span></span>
<br />
<p><strong>How to Prevent Any Negative Impact</strong></p>
<strong> </strong>
<p><strong>Don’t Over Optimize</strong></p>
<p>Over optimization is an easy trap to fall into. Anyone that works on a website or has read SEO For Dummies can over optimize a site on accident. When you build backlinks, you want to build them with your keywords. This is how it has always been done. So, for an insurance agency, something like “Dallas auto insurance” is great. However, if too large a percentage of your backlinks uses the same anchor text, you could experience a penalty. So for our example, if 100% of the backlinks are Dallas auto insurance, that search phrase might not show the agency’s listing anymore. <br />
<br />
<strong>Natural Content</strong></p>
<p>Make sure your content is something your customers would actually want to see. Years ago you could stuff your homepage with keywords, which would look terrible, but it would get you some rankings in Google. Well, that time has passed, and Google knows people want relevant sites for what they searched for. That means the content must be natural. Now, you still want to focus on your niche or lines of business but make sure to vary how you say it. Use synonyms and derivatives of your keywords.</p>
<p><strong>Update Your Link Profile</strong></p>
<p>When you are building backlinks to your website, you not only have to vary the anchor text you use, you also have to make sure the website you are posting to is a high quality site. Google will penalize websites that have incoming spammy-looking links. If you have had companies build you backlinks, you might have some bad links. Here are a few tips to follow:</p>
<ul>
<li>Never, ever use link farms – they often use spammy websites for links</li>
<li>Make sure your links don’t come from an inappropriate website</li>
<li>Don’t overly-optimize anchor text<span style="font-size: 11pt; line-height: 115%; font-family: calibri,sans-serif;"></span></li>
<li><span style="font-size: 11pt; line-height: 115%; font-family: calibri,sans-serif;">Don’t build backlinks from an irrelevant site</span></li>
</ul>
Check back next week for Part 2: You're Site Was Penalized... What Now?<br />
<br />
<div class="visually_embed" data-category="Business" rel="infographic">
<img class="visually_embed_infographic" src="http://thumbnails.visually.netdna-cdn.com/google-penguin-20-alghorithm-update-may-2013--infographic_51cd49e23954d_w587.jpg" rel="http://thumbnails.visually.netdna-cdn.com/google-penguin-20-alghorithm-update-may-2013--infographic_51cd49e23954d.jpg" alt="Google Penguin 2.0 Alghorithm Update May 2013 - Infographic" originalattribute="src" originalpath="http://thumbnails.visually.netdna-cdn.com/google-penguin-20-alghorithm-update-may-2013--infographic_51cd49e23954d_w587.jpg" /><br />
<br />
Sources:<br />
<p>http://www.penguin2.com/</p>
<p>http://ustandout.com/seo/how-to-optimize-your-site-or-blog-for-googles-penguin-2-0-update</p>
<p>http://www.hongkiat.com/blog/recover-from-penguin/</p>
<link rel="stylesheet" type="text/css" href="http://visual.ly/embeder/style.css" originalattribute="href" originalpath="http://visual.ly/embeder/style.css" />
</div>urn:uuid:452Is Insurance a Commodity Doomed to Be Sold on Price Alone? - Agency Rating BlogKeeping the process to obtain a quote simple gives agents the time they need to sell on more than price alone.2013-07-06T18:20:31Z2024-03-19T05:52:04Z<p>Let’s start this out with Merriam-Webster’s definition of a commodity: An economic good, a mass-produced and unspecialized product. A good or service whose wide availability typically leads to smaller profit margins and diminishes the importance of factors other than price. Couple that definition with the numerous television commercials from multiple insurance companies, each pitching how many hundreds of dollars one can save if they switch, and it is no wonder our industry is looked upon as nothing more than a commodity. Certainly, it is easy to sell insurance solely on price, but in doing so, are we doing a disservice to the insurance buying public?</p>
<p>Some of us may remember the term “Contract of Adhesion” from the days we studied for our insurance licenses. It was one of the terms used to describe how an insurance contract (a policy) is unique from a typical contract. With a typical contract, the buyer and the seller have the ability to read, review, and negotiate the terms of the contract. For example, in a real estate contract, if the home buyer wants the seller to include the refrigerator with the sale of the house, the buyer can write “include refrigerator” into the real estate contract. The seller then has the opportunity to accept that term and leave the refrigerator, negotiate an alternative solution such as decreasing the cost of the house by the cost of the refrigerator, or simply refuse to leave the refrigerator and hope it isn’t a deal killer. So as mentioned, in a typical contract, the buyer and the seller have the ability to negotiate the terms prior to accepting the contract.</p>
<p>With an insurance policy though, the buyer must simply adhere to the terms of the policy. For example, insurance applicants do not have the luxury of negotiating the definition of the "Covered Auto" listed in an a personal auto policy to include coverage for semi-trucks or change the “Duties After a Loss” condition to allow the insured to have an unlimited time to report the loss. The policyholder must follow the terms of the policy as the insurance company has laid them out. A Contract of Adhesion means the insurance applicant must take it or leave it when it comes to the terms of the insurance contract. </p>
<p>Without an agent explaining the specifics of the policy and the coverages available, insurance applicants are not really sure what they are getting into. Add that to the fact that more states are allowing insurance companies to modify the language of their policies, it makes it all the more difficult for insurance shoppers to know what exactly is covered and what is not prior to purchase. </p>
<p>It is this unique contractual characteristic that eliminates an insurance policy from being a commodity. Insurance is not a one-size-fits-all product. Even in states that require insurance companies to provide standardized policy forms, therefore mandating that all insurance companies have the exact same policy language, the insurance shopper is still left with the burden of deciphering what specific coverages are required to adequately cover their specific needs and risks. </p>
<p>It is critical that insurance agents communicate the true value of the policies they offer, their agencies and the carriers they represent when providing quotes to prospects. The true value of insurance is proper coverage, great service, and most importantly, the ability to rest easy knowing in the event of an unforeseen loss, everything they have worked so hard for is protected. </p>
<p>Yet all agents recognize the time is of the essence for insurance shoppers. As one of my colleagues recently said, shopping for Insurance is not drool worthy like shopping for the latest smartphone or car. People want to get in and get out. Balancing the need to educate consumers on the value you bring to the table along with <a href="http://www.getitc.com/products/rating/features/accuracy" target="_blank">providing a quote quickly and accurately</a> can be achieved though, as long as agents have the right tools. One of those critical tools is a comparative rater. With a <a href="http://www.getitc.com/products/rating/" target="_blank">comparative rater</a>, such as TurboRater, an independent insurance agent can quickly gather and input the prospect’s risk information and shop multiple carriers’ rates in seconds. Saving time on the quoting process leaves time for the agent to promote the true value of insurance and why the prospect should should their agency.</p>urn:uuid:451Stop! Don't Design Your Website Until You Answer These Key Questions - Agency Marketing BlogInsurance agency website design is about more than looking good. Answer these key questions to help you focus your website on your goals.2013-07-02T16:33:40Z2024-03-19T05:52:04Z<meta content="/images/blog/www256.jpg" property="og:image" /><img alt="" src="/images/blog/www256.jpg" style="float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Since the first website was published in 1991, website design has evolved. Websites that were once single column, text-based pages (or an online brochure, if you would rather) have evolved into websites with interactive design and content aimed at engaging with visitors and allowing them to share that content. Plus, there are the mobile visitors to consider (In 2008, mobile Internet access surpassed desktop access for the first time.) as the rise in popularity of smartphones and tablets means more and more people are looking at websites on a much smaller screen.<br />
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What does it all mean? Insurance agency website design is about more than looking good. <br />
<br />
A well-designed website is going to be aesthetically pleasing as well as easy to use because the first rule in website design is if a visitor finds your website hard to use, hard to look at or both, he is not going to stick around very long. He's going to hit that dreaded back button and find another agency. So you want to have an insurance website that encourages people to stay.<br />
<strong><br />
How do you do that? </strong><br />
<br />
There are some essential questions you need to think through:<br />
<br />
<blockquote>Why do you have a website? In other words, what is the primary goal of your insurance website? Is it lead generation? Customer service? Brand awareness?<br />
<br />
Who is your target audience? Consumers, businesses? New customers, existing customers?<br />
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What does your website say? Is there a clear call to action so visitors know what to do? Does it clearly say what kind of agency you are?<br />
<br />
Does your website work as it should? Is it easy to navigate? Does it work as well on a smartphone as it does on a desktop and in the different browsers? Is it integrated with your <a href="http://www.getitc.com/products/leadmanagement/">agency marketing software</a>?<br />
</blockquote><br />
If you think through these questions at the beginning of the website design process, you will end up with a website that will work for you and help you meet your online marketing goals. But once your website is live, your work is not over. <br />
<br />
A website is an ongoing investment that needs to be monitored, analyzed and changed on a regular basis in order to keep it in top shape and working for you.<br />
<br />
If you need some help with your insurance agency website or have questions about how to make your website work for you, <a href="http://www.getitc.com/release/2013/06/13/itc-customers-win-best-agency-websites-category-of-caafe">we know a thing or two about creating websites for insurance agencies that look good and meet the agency's goals.</a> Leave a comment, or give us a call at (800) 383-3482.urn:uuid:768Multico Rating Systems Expands Homeowners Footprint With Marshall & Swift/Boeckh Partnership - Agency Rating BlogMarshall & Swift /Boeckh (MSB) and Multico Rating Systems have announced that Multico-Online™ now includes seamless integration of pre-filled property data.2013-06-20T10:23:00Z2024-03-19T05:52:04Z<img src="/images/blog/multico/MSB-e1392103847451-270x87.jpg" alt="MSB" longdesc="MSB" style="float: right; margin: 5px;" /><strong>Milwaukee, WI</strong> – Marshall & Swift /Boeckh (MSB) and Multico Rating Systems have announced that Multico-Online™ now includes seamless integration of pre-filled property data using MSB’s Residential Component Technology™ (RCT). Utilizing this technology, Multico-Online now enables real-time “once and done” Insurance to Value™ (ITV) processing to improve speed and workflow efficiencies, leading to greater productivity and increased revenue opportunities for homeowners agents and carriers.<br />
<br />
This new enhancement serves as a significant milestone for Multico as it signals a significant shift in the way agents can leverage the technology found in Multico-Online to improve rating accuracy and streamline workflow. Agents utilizing MSB’s Resident Component Technology will now be able to build better property profiles and consistent property valuations, making Multico-Online more accurate than ever before.<br />
<br />
“MSB was really the ideal partner for this initiative,” said Charles Anderson, President of Multico Rating Systems. “This integration lets users receive Insurance to Value data from MSB, thereby adding tremendous value to their workflow and enabling a much more seamless interview process through Multico-Online’s homeowners rating component.”<br />
<br />
With this innovative solution now going live, Multico-Online pre-fills building characteristics and other information needed for completion of homeowners insurance applications using MSB’s InterChange™ service. Then, utilizing MSB’s new Grand Central Express™ (GCX) web-hosted network, valuations are routed to the carriers that are in the MSB GCX network.<br />
<br />
“We are constantly looking for ways to support our agents and partners with products that deliver time savings and improved productivity,” said Jerry Fox, Vice President of Agency Operations. “Combining MSB’s RCT and our GCX network with the delivery of Resident Component Technology to the agents’ workflow is a major leap forward for independent agents that service property insurance. This is a good example of how MSB works directly with our partners to improve the overall value for their clients.”<br />
<br />
As part of the new product rollout, representatives from MSB and Multico will be hosting a series of free webinars to introduce the new technology to new and prospective users. The webinars will outline how insurance professionals can take advantage of MSB’s Resident Component Technology through a short demonstration followed by a question-and-answer session. Interested parties can sign up for the webinars by pointing their browsers to <a href="http://www.multico.com/contact/webinars.aspx"><span style="text-decoration: underline;">www.multico.com/contact/webinars.aspx</span></a>.<br />
<br />
<strong>About Multico Rating Systems</strong><br />
Multico Rating Systems, headquartered in Seattle, Washington, has been a pioneer in the insurance software industry since 1986. Multico specializes in point-of-sale systems for insurance carriers and comparative rating and consumer access quoting for independent agents. More information can be found at <a href="http://www.multico.com/"><span style="text-decoration: underline;">www.multico.com</span></a>.<br />
<br />
<strong>About Marshall & Swift/Boeckh</strong><br />
Marshall & Swift/Boeckh (MSB), a Decision Insight Information Group company, is the leading provider of building cost information, residential and commercial analytics solutions and book of business management services for the property insurance companies, financial services organizations and government entities. MSB offers the industry’s most extensive and validated underwriting and claims property data. Throughout their eight decades of experience, they have compiled a strong track record of consistently developing innovative property solutions, analyzing our clients’ operations and providing them with the assistance needed to dramatically improve their business results. This track record continues today as they serve as the hub for all of their clients’ property needs and work tirelessly to help them maximize their profitability and achieve a competitive advantage. More information can be found at <a href="http://www.msbinfo.com/"><span style="text-decoration: underline;">www.msbinfo.com</span></a>.urn:uuid:449Another Great Update to InsurancePro - Agency Management BlogThe next release of InsurancePro is coming. Are you ready?2013-06-17T17:09:42Z2024-03-19T05:52:04ZIn the next few days, the next set of updates to InsurancePro we think you will find useful will begin a slow roll out to our customers. Here's what to look for in the next update:<br />
<br />
<ul>
<li>Improved bridge experience between InsurancePro and TurboRater
<ul>
<li>Prospects and quotes can be bridged from InsurancePro to TurboRater, rated, and then back again. The bridge back to InsurancePro will update the prospect or quote instead of generating a new policy.</li>
</ul>
</li>
<li>Significant email enhancements
<ul>
<li>HTML based WYSIWYG email editor allows you to embed images, change fonts, and style your emails</li>
<li>Email multiple attachments from the scans and documents screen</li>
<li>More POP3 and SMTP email server connectivity options</li>
<li>Improved email security requiring password validation to view sent and inbox emails for accounts without a saved password</li>
</ul>
</li>
<li>CSV Business Reports will be added in the future allowing raw data to be pulled into Excel for you to manipulate like the Excel professional you are</li>
<li>Scanned and attached documents viewing now has the option to include scanned and attached documents of all associated policies.</li>
</ul>
<p><strong>TurboRater Users</strong> - You will need to update your configuration to take advantage of the new bridging features before you upgrade. <a target="_blank" href="http://www.itcdataservices.com/support/IP6FAQ/afmmain.aspx?faqid=227">Please see this link for more information</a>.</p>urn:uuid:448How to Interpret Your Google Analytics Report - Agency Marketing BlogYou’ve setup Google Analytics for your insurance website and are bombarded with lots of statistics. How do you get started interpreti2013-06-14T15:59:13Z2024-03-19T05:52:04Z<p>You’ve set up Google Analytics for your insurance website and are bombarded with all different kinds of statistics and numbers. How do you get started interpreting what they mean for your site? First, you must decide what your online storefront is meant to do. Insurance websites generally do one or a combination of the following things.</p>
<ol>
<li>Generate leads through quote or contact forms</li>
<li>Offer support and claim information</li>
<li>Develop branding to promote a recognizable name in your market</li>
</ol>
<p>Once you’ve decided on your purpose, then you can move to the numbers. The default report that shows up on your Google Analytics dashboard contains the following statistics to help you decide what site changes you can make to meet these ends. </p>
<p><strong>Percentage of New Visitors</strong><br />
Track how many new visitors your site attracts and brainstorm ways to increase that number and why the number may be low. This statistic usually gives you a basic idea of how well your site is optimized for search engines and how well your insurance marketing systems both on and offline are working to bring in new traffic. </p>
<p><strong>Page Views</strong><br />
Page views identify how useful visitors find your site. Not only did they visit your website, but this number identifies how many different pages on your site a person navigates to in one session. If this number is low, you may want to rethink your calls to action on your different pages to make sure there is a clear pathway to the pages users would find the most useful. </p>
<p><strong>Bounce Rate</strong><br />
With the bounce rate, you can decipher how much misdirected or uninterested users your site receives. A bounce rate means how many people come to your site and leave after viewing one page. To read more about how to interpret your bounce rate, view my other blog post <a target="_blank" href="http://www.getitc.com/blog/marketing/2013/05/17/six-things-you-need-to-know-about-your-websites-bounce-rate">here</a>. </p>
<p><strong>Average Time on the Site</strong><br />
This number helps you decipher how useful your site is and the general level of interest of visitors on your site. Test how long it takes you to navigate from your home page and then to a quote form with someone unfamiliar to your insurance website. If your average time on your site is near that time, you can assume that your site is pretty effective in converting prospects. </p>
<p><strong>Percentage of New Visits</strong><br />
Percentage of new visits, first is different than percentage of new visitors. A lot of new visitors would indicate that your efforts to get your brand out are working. This statistic however is the number of visits meaning that it measuring how many visits are new versus retaining those new visitors and enticing them to come back. If the percentage of new visits is very high, you may want to reconsider why your site is not engaging repeat visits from those that come to your site. Maybe your navigation is too cluttered or the things that visitors are looking for in your site are not as apparent as they should be at a glance. </p>
<p>Using Google Analytics to guide your decisions on your site’s structure and content is the only way you can get a look into your visitors’ wants and needs from your online storefront. This is why it’s critical that you’re diligent about checking up on your reports to make sure your insurance website is as effective in converting and retaining customers as it can be. And remember to always keep your site’s purpose in mind while you’re translating this data into website changes.</p>urn:uuid:446Writing for the Web - Agency Marketing BlogHow to write content for your website that effectively grabs attention and attracts customers.2013-06-11T10:46:29Z2024-03-19T05:52:04Z<img style="float: right;border: 0px solid;" alt="Content Tips" src="/images/blog/writingTips.png" />Once again, we visit the idea of content for your website. It’s important. Some would say it’s king. There are plenty of tips, tricks, and guidelines when it comes to getting ideas for content, making a schedule, and implementing changes to different types of content. So now that you know what to write about and when to write, here are a few more tips on how to write for your website.
<ol>
<li>Have you copied your content over from a previous site?</li>
<li>Have you simply used content from your print marketing material?</li>
<li>Have you left the default content on your website?</li>
<li>Have you added so much content that people will be scrolling endlessly on your site?</li>
<li>Have you used so many industry-specific phrases that the average person would need to look them up?</li>
</ol>
<p>If you did any of the above, you are not alone. If you own a website, but are not a professional writer, you are not alone. If you assume you can write content for your website because you know your industry inside and out…you are not alone. Again, you may already know <a href="http://www.getitc.com/blog/marketing/2012/04/05/what-to-blog-about" title="What to Blog About" style="text-decoration: none;" target="_blank">what to write about</a>, and even <a href="http://www.getitc.com/blog/marketing/2012/11/27/how-to-find-time-to-blog" title="Find time to Blog" style="text-decoration: none;" target="_blank">when to write it</a>, but there are a few key things to consider when it comes to how you should write for your website.</p>
<p><strong>The Lost & Found</strong><br />
Your site could be lost in a sea of 1,180,000,000 results. Make sure you’re using the right words and phrases that would be used by people actually looking for your product or service. Don’t be afraid to write for people, rather than search engines. Lastly, do not steal, imitate, or even copy (with permission). This can get your site banned from search engines, or cause it to be lost amongst a sea of other sites who copied that same content.</p>
<p><strong>Be a Showstopper</strong><br />
Grab some attention—for the right reasons. Think about the first impression your site will make. Look at your content in terms of how your audience would view it. Do they want to be impressed at how many fancy terms you can use? How many organizations you’re associated with or awards you’ve won? Or do they want to know plain and simple, how you can help them? Focus on the benefits of your product or service. Think about putting your conclusions at the beginning, then building upon that.</p>
<p><strong>Ready, Set, Review</strong><br />
Looking back over this piece in particular, there are a few pointers to be found by example. People usually scan web pages, so separate each idea into its own paragraph and use lists to emphasize a few points. Like so:</p>
<ul>
<li>Use short sentences and calls to action to direct the flow of your site.</li>
<li>Include smaller headings to define sections of your content.</li>
<li>Incorporate links as part of your content to draw attention to important topics.</li>
</ul>
<p><strong>The Final Stretch</strong><br />
Proofread. Analyze, re-read, and double-check your site. Typos and grammatical errors will reflect poorly on your capabilities and send people away from your page. Once you’ve made sure your content is unique, organized, to the point, free of errors, and addresses the right audience, exhale. Publish your content without fear.</p>urn:uuid:445Be Ready for the Next Release of InsurancePro - Agency Management BlogWhat you need to know about the next release of InsurancePro2013-06-06T14:45:36Z2024-03-19T05:52:04ZThe next release of InsurancePro is almost ready for shipping and we want to give you the information you need to make the upgrade easy.<br />
<br />
Customers who use InsurancePro and TurboRater have some configuration work to do to ensure that the bridging improvements coming in the next release are usable. <a href="http://www.itcdataservices.com/support/IP6FAQ/?f=228">Click here for more information on what TurboRater and InsurancePro customers need to know about the next release with regards to bridging.</a><br />
<br />
The following is a list of all the improvements made to the next release of InsurancePro:<br />
<br />
<ol>
<li>Improved bridging between InsurancePro and TurboRater</li>
<li>Improved email experience
<ol>
<li>Better support for sending multiple scanned documents</li>
<li>Better support for sending emails to multiple recipients</li>
<li>Support for composing HTML based emails with a WYSIWYG editor</li>
<li>Better support for more secure email sending and receiving</li>
<li>Better security imposed on reading already sent or received emails </li>
</ol>
</li>
<li>New Business Report type of CSV allowing for raw data reports</li>
<li>Scanned document view will include ability to view documents from associated policies </li>
</ol>urn:uuid:444Proven Ways to Advertise Your Insurance Website - Agency Marketing BlogWhat do you do when you want to be noticed? Advertise! We will discuss some ways to advertise your insurance website. 2013-05-24T09:00:00Z2024-03-19T05:52:04Z<em><img alt="" width="431" height="218" style="vertical-align: middle;" src="/images/blog/mad%20ave.jpg" /><br />
<br />
What do you do when you want to be noticed? Advertise! </em><br />
It’s the tried-and-true way to increase consumer awareness. I know what you’re thinking - that can be pricey! Well push aside those old assumptions- not all advertising is expensive! Today we will discuss some free - and some not free - ways to advertise your insurance website. <br />
<br />
<ul>
<li>Of course there is the obvious - <a href="http://www.getitc.com/blog/tag/social_media/" title="Social Media Posts">Social Media</a>. Whether it’s Facebook, LinkedIn, or Twitter (to name a few) just always remember to create a backlink, i.e. provide a link to your website. </li>
</ul>
<ul>
<li>Start your own online discussion community. This could be through a blog, email or newsletter chain, chat room or discussion list. People like to feel like they’re a part of something and even more like they’re being heard. A healthy back-and-forth will get customers <em>returning </em>to your site to see what others have said. </li>
</ul>
<ul>
<li>Find e-zines, blogs and websites that accept article submissions. Submit an article including your website address and business information, and this will do two things:
<ul>
<li>It will give credence to you as a professional - you know your stuff! </li>
<li>It will create a backlink- a way to divert someone from the page they are viewing over to your site.</li>
</ul>
</li>
</ul>
<ul>
<li>Print’s not dead - <em>especially local </em>print! Consider a blurb in local newspapers, magazines, business or informational brochures, and occasionally postcards, mailers or fliers.</li>
</ul>
<ul>
<li>Speaking of local, don’t forget the easiest way of all - leave business cards, leaflets or fliers in local hubs. These could include coffee houses, cafes, and message boards at the public library, recreation center or community centers. </li>
</ul>
<ul>
<li>Consider pay-per-click, but only if you have the money to spare.</li>
</ul>
<ul>
<li>Use your car! Vinyl magnetic decals are cheaper than ever before, and they’re an easy on-and-off of the vehicle you <strong>already</strong> have. Use large, clear, easy to read print in eye-catching colors. Be sure to utilize this technique especially in high-volume areas where your car will be seen. This could be while driving downtown, through event areas, during rush hour traffic, even all day in the parking lot at an amusement park! Think of it - you will<em> literally</em> be <em>driving</em> traffic to your site!</li>
</ul>
<ul>
<li>Don’t forget the ultimate standby every agent lives by - referrals, or word of mouth. ALWAYS keep a stack of business cards on you to hand out at parties, gatherings, functions, heck- even to perfect strangers! </li>
</ul>urn:uuid:4435 Tips to Becoming a Mobile Marketing Guru - Agency Marketing Blog5 simple tips to help you get started with mobile marketing. Once you’ve mastered these, you’ll see that mobile marketing isn't as scary as you once thought.2013-05-23T12:10:31Z2024-03-19T05:52:04Z<p><img alt="" style="width: 250px; height: 166px; float: right; margin: 5px;" src="/images/blog/iStock_000013909226XSmall.jpg" />Have you considered using mobile marketing to connect your agency with your customers and prospects? The good news is that mobile marketing is not any more complex than social media or email marketing.</p>
<p>I've put together 5 simple tips to help you get started with mobile marketing. Once you've mastered these, you’ll see that mobile marketing isn't as scary as you once might have thought it to be.</p>
<p><strong>#1: Set up your mobile website<br />
</strong><br />
With more and more people using smart phones or tablets to do most of the web surfing, you need to stay ahead of the curve and having a mobile site will allow visitors to have the correct functionality needed to submit quotes, customer service requests, quick call your office – all of the functionality of your full site, just optimized for a mobile user. <a target="_blank" href="http://www.getitc.com/products/websites/features/mobile/device-support">Insurance Website Builder</a> websites use mobile device detection to ensure your visitors are having the best web experience possible.</p>
<p>If the person visiting your site has a screen that’s more than 600 pixels wide, they’re probably coming from a PC and are directed to your regular site. If the screen is smaller than 600 pixels, they’re probably coming from a mobile device and will be redirected to pages designed for a smartphone screen.</p>
<p><strong>#2: Claim your agency on location-based platforms</strong></p>
<p>You should claim your agency on location-based platforms. This is especially true if you have a brick-and-mortar location. Here is a list of some of our favorites:</p>
<ul>
<li>Local.com</li>
<li>Yelp</li>
<li>yp.com</li>
<li>Bing Local</li>
<li>Google+ Local</li>
<li>Facebook Places</li>
<li>Foursquare</li>
<li>Superpages.com</li>
</ul>
<p>Claiming your agency simply means contacting these apps and saying, “I represent this agency, and we want to be listed.” </p>
<p>Once you've claimed your agency, you can start using these applications to run promotions. For example, if someone comes in to pay their premium, and they check in at your agency they may receive a coffee mug or a floating cooler for the pool. Another promo example - if they are the 100<sup>th</sup> customer to check in, they get a $50 gas card. </p>
<p><strong>#3: Become a Mobile User</strong></p>
<p>You can’t fully understand mobile marketing until you use mobile marketing. So today, when you have a minute, try checking in on Foursquare, download a movie using iTunes, do a voice search using Siri or S voice - even Google's voice search, or transfer money over to your savings account using your banking app. Get comfortable with all your mobile devices and their unique features. <br />
<br />
If you want to really impress someone, download the Starbucks mobile pay app to pay for your next cup of coffee. Think of how cool your kids will think you are?!</p>
<p>If you really want to jump in head first, do a Bluetooth bump using the LinkedIn app to share contact info with someone in your office. </p>
<p><strong>#4: Get a QR Code.</strong></p>
<p>QR Codes (quick response codes) are those little funky bar-code squares you may have seen in flyers or on a realtor's sign as your drive by one of their properties.</p>
<p>QR Codes can be scanned by mobile devices and, once scanned, they take you to a web page, coupons, bonus content, or a special offer. </p>
<p>For your agency, you can have a QR code for your line of business landing pages, promo landing pages, your social media sites, or link to a charity you’re working to raise money for.</p>
<p>It’s free to create a QR code, and it’s free to download a QR scanner to your phone. When you’re looking around your mobile phone later, download one and I’m sure you’ll see a QR code when you’re out running errands later today that you can scan and see for yourself how neat QR codes really are.</p>
<p><strong>#5: Mobile Ads</strong></p>
<p>A mobile ad campaign is great for all types of agencies, but particularly good for those of you with brick-and-mortar locations. Wouldn't you want to have an ad pop up when someone searches “car insurance near my house”? </p>
<p>Mobile ads are purchased on a cost-per-click basis, a cost-per-thousand basis or a cost-per-acquisition basis. They are very similar to pay-per-click campaigns on your desktop machine, but they’re mobile friendly.</p>
<p><strong>In Closing...</strong></p>
<p>I hope that now you can see that mobile marketing isn't really that hard - and the more you use it, the easier it becomes. </p>urn:uuid:442Six Things You Need to Know About Your Website’s Bounce Rate - Agency Marketing BlogOne of the most important statistics from Google Analytics is your bounce rate. Here are six important things that affect bounce rates on your agency’s website.2013-05-17T10:00:00Z2024-03-19T05:52:04Z<p>One of the most important statistics from Google Analytics is your bounce rate. You can gauge the effectiveness of your site as well as what online marketing strategies are driving traffic to your pages from this percentage. The bounce rate calculates the rate of those that only visit one page versus the total number of visitors. Here are six important things that will affect the bounce rate on your agency’s website.</p>
<ol>
<li><strong>Playing video or sounds automatically will drive people away</strong><br />
Though having video on a landing page has been proven to draw more leads in, give them the option to select play for any video on your website. Entering your online storefront to a bunch of noise will tempt more visitors to click the back button rather than dive into your site. Online marketing is on the visitors’ terms so don’t be too pushy with your message.</li>
<li><strong>Make your home page have calls to action the customer want</strong> <br />
Like I mentioned above, people are choosing to come to your insurance website so they have the upper hand. They will stay if they find things they were searching for - quotes, payment forms, helpful insurance related articles etc. Getting traffic to your site is what this is about and a clear value proposition will earn their trust that you’re not going to waste their time.</li>
<li><strong>Compare pages with high bounce rates to low bounce rates</strong> <br />
This will help you to see what the low bouncing pages are doing that the others aren’t. From there, you can strategize and test what parts of the low bouncing pages are more effective and try them on the underperforming pages. </li>
<li><strong>Make sure your site is compatible with all browsers</strong><br />
Check the bounce rates for each type of browser in Google Analytics to make sure one isn’t significantly higher than the others. If one is, test in that browser why that might be. You work too hard on your insurance website and SEO to not even get a chance to show it off before someone bounces.</li>
<li><strong>A bounce on a page that has a strong call to action is not a bad thing</strong><br />
For example, someone maybe looking for a quote and land on your quote page. They got immediately what they wanted, left, and you got a lead! Keep in mind what each page is designed to do and if a prospect or customer can get what they want from it, then a high bounce rate actually isn’t a relevant statistic.</li>
<li>
<strong>Make sure your content matches your keywords<br />
</strong>Google Analytics allows you to check the bounce rate based on keywords that bring traffic to your site. For those with high percentages, brainstorm ways to re-target or even remove those keywords on your site that don’t lure visitors that are actually looking for what you offer enough to move beyond one page.
</li>
</ol>
<p>What other things have you noticed affect your bounce rates?</p>urn:uuid:441ITC Marketing Crash Course - Agency Marketing BlogNew to marketing? This blog is perfect for you. Read some of our previous blogs on important topics all in one spot!2013-05-17T09:00:00Z2024-03-19T05:52:04Z<p><img alt="" align="right" src="/images/blog/light.png" style="width: 300px; height: 450px; float: right;" />Instead of a brand new blog, we put together a list of popular blogs we have had over the past couple years and compiled a list for you! So, without further ado…<br />
<br />
<strong><br />
Blogging</strong><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/12/03/how-to-write-a-great-blog-post#.UZVcn7XvtaY">How to Write a Great Blog Post</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/11/14/tips-for-jump-starting-your-website#.UZVcpLXvtaY">Tips for Jump Starting Your Website</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/02/24/22-ideas-for-compelling-content-when-youve-got-writers-block#.UZVhUrXvtaY">22 Ideas for Compelling Content When You've Got Writers Block</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/07/18/after-you-blog#.UZVcurXvtaY">After You Blog</a><br />
<br />
<br />
<strong>Social Media</strong><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/02/25/busting-3-facebook-myths#.UZVeDLXvtaY">Busting 3 Facebook Myths</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/02/18/marketing-tips-for-linkedin#.UZVebLXvtaZ">Marketing Tips for LinkedIn</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/02/01/what-is-facebook-edgerank#.UZVeFbXvtaY">What is Facebook EdgeRank?</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/06/18/dont-know-what-to-tweet-11-ideas-for-when-you-have-writers-block#.UZVeYrXvtaY">Don't Know What to Tweet About? 11 Ideas for When You Have Writers Block</a><br />
<br />
<br />
<strong>Search Engine Optimization</strong><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/04/19/google-plus-local-listings-and-organic-results-can-they-co-exist#.UZVejLXvtaY">Google Plus Local Listings and Organic Results: Can They Co-exist?</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/11/26/dont-chase-googles-algorithm#.UZVeobXvtaY">Don't Chase Google's Algorithm</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/10/29/earning-backlinks-vs-building-them#.UZVesLXvtaY">Earning Backlinks vs Building Them</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/02/21/why-anchor-text-is-important#.UZVe3LXvtaY">Why Anchor Text is Important</a><br />
<br />
<br />
<strong>Email Marketing</strong><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/04/17/how-to-get-people-to-not-open-your-marketing-emails#.UZVfCrXvtaY">How to Get People to Not Open Your Marketing Emails</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/02/20/how-retention-rate-is-misleading-your-agency#.UZVfD7XvtaY">How Retention Rate is Misleading Your Agency</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/09/12/email-marketing-and-the-art-of-war#.UZVfJLXvtaY">Email Marketing and the Art of War</a><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/05/01/using-images-in-email-are-you-doing-it-wrong#.UZVfMbXvtaY">Using Images in Email: Are You Doing it Wrong?</a><br />
<br />
<br />
</p>urn:uuid:440Are Your Producers Quoting Adequate Limits? - Agency Rating BlogProducer's quoting activity should be monitored regularly to ensure they are quoting adequate limits.2013-05-15T17:00:33Z2024-03-19T05:52:04ZAnalyzing the liability limits your producers are quoting is easy with <a target="_blank" href="http://www.getitc.com/products/rating/reporting.aspx">
TurboRater's performance reports</a>. With the limits quote analysis report, you can quickly view the percentage of quotes your producers are quoting for each liability limit as well as compare those percentages against the agency’s average as a whole. <br />
<br />
For example, in the scenario below we see that on average, the agency as a whole is quoting 63% of their auto quotes with 100/300/50 limits. Yet in reviewing this specific producer Sue Jones, we see that only 9% of her quotes include 100/300/50 limits. In fact, the Limits Analysis report shows that 71% of Sue’s quotes are with minimal limits of 30/60/25. This equates to 66% more of her quotes are with minimal limits than the agency as a whole.<br />
<br />
If Sue's position is only to quote risks that require minimum limits, then she is on track. However, if Sue is quoting the same type of risks all of your producers are, then maybe there is a training issue that needs to be addressed with Sue. It is easy for producers to fall into habits, habits that may be contrary to the vision you have for your agency. With the Limits Analysis report, you can quickly identify if your producers are consistent in quoting the limits your agency is primarily targeting or if they are possibly putting your agency at risk for an E&O claim by underinsuring your clients.
<p style="text-align: center;">
<a target="_blank" href="http://www.getitc.com/emailmarketing/cmpnewsletters/2013/05/images/quote-analysis-limits-large.jpg">
<img width="500" height="113" src="http://www.getitc.com/emailmarketing/cmpnewsletters/2013/05/images/quote-analysis-limits-small.jpg" alt="Limit Analysis Report" style="border-width: 0px;" /></a></p>
<p>
<img alt="" width="17" height="22" src="http://www.getitc.com/emailmarketing/cmpnewsletters/2013/05/images/close-up.gif" />
click the image for a close-up</p>
<p> </p>urn:uuid:439Simple Content Changes to Help Boost SEO Efforts - Agency Marketing BlogEasy content changes that can be made to your site to help boost SEO efforts.2013-05-10T13:15:00Z2024-03-19T05:52:04Z<p><img style="margin-bottom: 10px; float: right; margin-left: 10px;border: 0px solid;" alt="Content Changes for SEO" src="/images/blog/3changes.png" />We’ve said it over and over again; when it comes to Search Engine Optimization, Content is King. While there are many different arguments and opinions for what plays the largest role in a quest for SEO reign, content simply cannot be ignored. While content updates are important and should come natural to those maintaining a website, there is one thing that tends to be forgotten. </p>
<p>Don’t over think content changes so much that you talk yourself right out of doing it altogether. It’s so easy to get overwhelmed, thinking any change you make can hurt SEO, and then just end up waiting for an SEO specialist to make all the changes. This is the most common mistake; and usually the most hurtful to SEO efforts. If you think there is too much writing involved or too many changes, just focus on one thing. Make time and remind yourself that the opportunity you’re not taking could be costing you money. </p>
<p>So how easy is it to make content changes a search engine will appreciate? It’s as easy as 1, 2, 3.</p>
<ol>
<li><strong>Content about the company itself.</strong><br />
Work environments are constantly changing. Whether it’s an anniversary, a new hire, a new product, or an upcoming event, your company should have something going on that is worth telling people about. If you’re moving or opening a new location, add that tidbit to the Home page. If you’ve reached a milestone of 30 years in the business, add that to the About Us page. Have anything at all coming up or going on? Changes happening in your industry? New customer testimonials? Don’t be afraid to add it to the site!</li>
<li style="margin-top: 7px;"><strong>Product and Services Content.</strong><br />
Do your customers see the real benefit of your product or services? Make sure they do by re-writing the content on a particular page. If customers are searching for a new insurance policy or trying to renew, make sure there is new and improved content for them to connect with. Offering new discounts or special features? Make sure that gets incorporated and stands out. This is also a perfect time to incorporate a numbered or bulleted list (like this one!), which search engines seem to like; and it adds clarity for the reader as well.</li>
<li style="margin-top: 7px;"><strong>Write for humans, not robots.</strong><br />
Forget about keywords, backlinks, and even search engines for a moment. Write in a way that is short, sweet, and interesting. Making content long and boring does not make it more professional. Take the time to reassess your target audience and don’t be afraid to find out what works and what doesn’t. The main reason most companies focus on SEO is ultimately to get leads and new business. So think outside the box and work on Newsletters, Thank You cards, E-mail campaigns, or Social Media accounts. Attracting customers through those sources and leading them back to the website boosts SEO and is, technically, done through the use of content.</li>
</ol>
<p>The simple approach to content updates mostly involves looking at what your company or industry is doing and making sure your products and services show a true benefit. When that fails, just remember you’re reaching out to people who are just like yourself. Think about what you would or wouldn’t want to read, receive, or be subjected to. </p>
<p>Lastly, if you’re on the other end of this spectrum, having made countless content changes and are now just burnt out, outsource your copywriting. There’s only one thing worse than lack of content, and that’s sub-par content. Make sure you’re showing more benefits for the customer than features for your ego. Be passionate about the content you’re writing. It simply cannot be faked. Content may be King, but there is no shortcut with SEO. Just try to be consistent and remain persistent with whatever route you choose to take. </p>urn:uuid:437Building a Prospect's Decision Momentum (Overcoming Diminishing Intent) - Agency Marketing BlogLearn how to build decision momentum for your prospective clients using services and tools provided by ITC.2013-05-06T12:15:47Z2024-03-19T05:52:04ZYou have to eat right and exercise to lose weight. You have to build that new fence. Your company needs a new website. You need to get a life insurance policy that requires an exam. Whatever it is, you know you have to do it, and you should be doing it right now. Instead of doing it, you procrastinate. You will do it later and the longer you wait, the less likely you are to do it.<br />
<br />
John Maxwell, a business philosopher, mentions that this is the Law of Diminishing Intent meaning that over time your intent to do something lessens. I want to add one more point to this. The intent diminishes proportionally to the difficulty, or perceived difficulty, that the task presents. Otherwise, the harder the task seems, the quicker your intent to complete that task wanes.<br />
<br />
When it comes to consumers, your job as a businessperson is to get them to make a decision while they still have the intent to take action. You can do this through ongoing interaction. I call this, “building decision momentum” for the prospective client.<blockquote><strong>
Just Kicking the Tires?</strong><br />
<br />
Everyone has walked around a place of business and kicked the proverbial tires. Your consumer might be looking at anything from a new car to something on the Internet. Could he just be looking? Sure, however, he is also displaying an intent or need. Something drove him to take time out of his busy schedule to visit your place of business. Does he think that the purchase of your product will make him more efficient, safer or more financially secure? <br />
<br />
The first step of building decision momentum is to let the consumer know that you are interested in fulfilling their needs. Send them an email thanking them for their interest. Let them know that you have what they are looking for and that you can quickly meet their needs.<br />
<br />
<strong>
Is this difficult?</strong><br />
<br />
As mentioned before, the more difficult the task, the quicker the intent diminishes. ITC encounters this all the time when migrating customers to our platforms. For example, when we bring a new customer onto the <a href="/products/websites/">Insurance Website Builder</a> platform the task that takes the most effort is the migration of the domain name and email. Therefore, our website on-boarding team’s number one goal is making sure that we complete the migration for the new customer. We make this very clear during the sales process.<br />
<br />
As for insurance, people perceive that changing agencies or companies is a hassle. The fact is, it really is not. The next push you need to make is letting your prospect know that it is easy to switch and you will help them every step of the way. Remove any doubt in their mind that there are barriers to entry.<br />
<br />
<strong>
Following Up</strong><br />
<br />
This is a no brainer. Once you have communicated all of the above…continue to stay in touch with them. With any volume of prospects, this can become a large task. To make your job less difficult, utilize an agency marketing system that continually sends follow up emails that reminds them of their original intent. Keep following up until they buy or …<br />
<br />
<strong>
Let Go</strong><br />
<br />
Sometimes there are valid reasons as to why someone does not buy. Usually this means that they had intent at one point yet found that their current situation was acceptable. The key to this situation is that you should always ask why you did not win the business. You might be able to overcome the objection if the prospect has yet to buy. Otherwise, utilize this information to understand the next time someone has the same intent. Review your process to make sure you are hitting all the points that your consumers care about.<br />
<br />
</blockquote>
Remember, everyone has a propensity to procrastinate and delay complex tasks. Insurance is not drool worthy like the latest tablet or car. No one is standing in line for insurance. Every time you meet a prospect they will have a need (everyone needs insurance) and they will have intent (they came to you for a reason).<br />
<br />
Make it your intention to have all the tools required to maintain these constant lines of communication as you build the decision momentum. Getting setup with an excellent <a href="/solutions/agency_marketing/">agency marketing system</a> complete with <a href="/products/websites/">website</a>, <a href="/solutions/agency_marketing/search_engine_optimization/">search engine optimization</a>, <a href="/solutions/agency_marketing/social_media/">social media</a>, <a href="/products/leadmanagement/">email, print and text message marketing</a> is quick and easy with ITC...get started today.<br />
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[see what I did there?]urn:uuid:766Multico Moves to Cloud Computing Infrastructure - Agency Rating BlogMultico Rating Systems, a leading provider of insurance rating solutions, moves to cloud computing infrastructure.2013-04-30T10:12:00Z2024-03-19T05:52:04Z<img src="/images/blog/multico/CLOUDCOMP2-270x184.jpg" alt="Cloud Computing" longdesc="Cloud Computing" style="float: right; margin: 5px;" />
<p><strong>SEATTLE, WA</strong> (April 30, 2013) — Multico Rating Systems, a leading provider of insurance rating solutions, today announced that they will be moving to a cloud computing infrastructure, a technology that will allow for more efficient computer operations, improved security and reduced costs. Multico’s migration from dedicated servers to a more cost-efficient and flexible cloud environment will occur late Sunday evening, May 5, 2013 with minimal downtime.</p>
<p><strong>Expected benefits include:</strong></p>
<ul class="ulStyle">
<li>Improved Reliability – Our expansive network across multiple data centers will ensure the highest level of network uptime available in the market today.</li>
<li>Greater Security – A managed hosting environment with real-time monitoring will provide greater protection against network attacks and system tampering.</li>
<li>Faster Rating Experience – Multico’s rating products will be hosted by an expansive intelligent network of high performance servers that will allow users to leverage rating technology at faster speeds with minimum downtime.</li>
<li>Superior Customer Support – Staff will be able to focus more intently on its core mission of serving our customers without worrying about managing the underlying data center and related computer equipment.</li>
</ul>
<p>“Our new cloud environment will help us bring new capabilities to market more quickly and will enable our development team to focus on feature development rather than routine systems administration tasks,” said Charles Anderson, President of Multico Rating Systems. “The combination of cloud technology, world-class customer support and our award winning rating software creates the positive experience and quality of service that meets the high standards for which Multico is known.”</p>
<p><strong>About Multico Rating Systems</strong><br />
Multico Rating Systems, headquartered in Seattle, Washington, has been a pioneer in the insurance software industry since 1986. Multico specializes in point-of-sale systems for insurance carriers and premium comparison and consumer access quoting for independent agents. More information can be found at www.multico.com.</p>urn:uuid:436How to Create an Effective Call to Action on Your Website - Agency Marketing BlogSo, what is the best way to get a customer’s attention on your website? Just how do you get a potential customer to notice your get a quote button? These days, 2013-04-23T00:00:00Z2024-03-19T05:52:04ZIn these times of sensory overload, it is easy to block out incoming messages. It seems like everything is trying to get our attention; from automatic alerts on our cell phones, pop-up ads that crawl across the screen obstructing our eye line, and even advertisements that begin to automatically play with no way to skip through. They are unavoidable. <br />
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So, what is the best way to get a customer’s attention on your website? Just how do you get a potential customer to notice your get a quote button? These days, an effective call to action is KEY. <br />
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Here are some tried-and-true tips to creating an effective call to action on your site:<br />
<br />
<strong>1.Prime Real Estate</strong><br />
Put your call to action in a place where it can easily be seen and give calls to action just as much priority as you would your contact information. If they won’t request a quote online, you still want prospects to be able to easily find a way to contact you to ask more questions. You can see in the example below that the contact information and quote button are quickly and easily identified so prospects don’t have to search for the information they need. <br />
<br />
<a target="_blank" href="http://www.peachstateautoinsurance.com/"><img alt="" width="652" height="277" src="/images/blog/4-22-2013%205-06-07%20PM.jpg" /></a><br />
<br />
<br />
<strong>2.Don’t Clutter the Message</strong><br />
Put calls to action in a prime location and make sure it’s not hidden by competing messaging around it. Too many buttons or too much text can camouflage your call to action. Keep the area around your call to action clean to allow your message and directions to stand out and be obvious. <br />
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In the example below, you’ll see that the buttons as well as the contact information are the star of the header. The intention and message is clear to all who visit this page. <br />
<br />
<a target="_blank" href="http://www.awhis.com/"><img alt="" width="651" height="69" src="/images/blog/4-22-2013%205-14-30%20PM.jpg" /></a><br />
<br />
<br />
<strong>3.Contrast</strong><br />
Put your call to action in a contrasting format by making it larger, bold, italicized, or underlined; anything to make it stand out. My favorite solution is to put it in a brighter or bolder color to create contrast, as shown in the example below. Here, they’ve used a neutral background with calls to action in bright colors. This allows your prospect’s eye to be drawn right to it. <br />
<br />
<a target="_blank" href="http://www.americodirectins.com/"><img alt="" width="642" height="74" src="/images/blog/4-22-2013%205-19-50%20PM.jpg" /></a><br />
<br />
<strong>4.Simplicity</strong><br />
Keep it simple. Your call to action should be obvious. It should be very clear to your visitors what action you would like them to take, and the result of that action. You don’t want to make visitors work too hard to find the information they’re searching for or complicate the intent of your site. <br />
<br />
<a target="_blank" href="http://www.empireinsurancecorp.com/"><img alt="" width="650" height="288" src="/images/blog/4-22-2013%205-26-59%20PM.jpg" /></a><br />
<br />
<strong>5.Active Language</strong><br />
It is a call to action and, as such, it should be proactive. Use verbs like click, receive, or submit. The verb you choose should state clearly what you want the customer to do. Calls to actions should also include words or phrases that create a sense of urgency (e.g. – now, limited availability, or this deal expires soon) so that visitors act right away instead of leaving the page with the thought that they can always return at any time, because they usually won’t return at all. <br />
<br />
Notice how the example below gives a clear direction and a sense of urgency.<br />
<br />
<a target="_blank" href="http://www.allinsgrp.com/"><img alt="" width="650" height="76" src="/images/blog/4-22-2013%205-36-46%20PM.jpg" /></a><br />
<br />
<br />
What can you change in your calls to action to make them more proactive or easily identified? If you have questions, we’re here to help at 800-383-3482. <br />
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Follow these tricks and you’ll be seeing the clicks in no time!urn:uuid:435Google Plus Local Listings and Organic Results: Can They Co-Exist? - Agency Marketing BlogLearn how to make your Google Plus Local and organic results appear on the same results page.2013-04-19T15:45:00Z2024-03-19T05:52:04Z<img alt="" width="211" height="73" src="/images/blog/logo4w.png" style="float: left; margin-right: 10px; margin-bottom: 10px;" />So your Google Plus Local (GPL) and organic results once appeared on the 1st page of Google and now they don't? What happened? It now looks like GPL results now cannibalizes the organic results, but only if the URL is the same. There may be a chance that you have a landing page that is ranking on the 1st page of Google along with GPL. This entry really isn't geared towards you, because you won't see this issue. But for those who have matching GPL and home page URLs, you'll probably be affected. <br />
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Even though you may rank on the 1st page of Google on GPL, you want to be found organically on the 1st page as well. Nate's blog entry on <a href="http://www.seomoz.org/ugc/is-your-website-being-replaced-with-google-plus-local-listings" target="_blank">SEOmoz </a>presents a workaround. Instead of linking to your home page on your GPL, link to an inner page on your website. For Insurance Website Builder sites, you should link to the contact page (www.yourdomainname.com/contact.aspx). There are 2 reasons for this. Firstly, visitors will see a contact form at the top of the page they can fill out and submit to you. Secondly, if the visitor scrolls down on the page, they will see contact information and a location map & driving directions link.<br />
<br />
Now to play the waiting game. It may take Google minutes or weeks to shows different results. You may be able to speed up Google's indexing by signing into your Google Webmasters Tools account (if created) <a href="https://www.google.com/webmasters/tools/" target="_blank">https://www.google.com/webmasters/tools/</a> and then click on <a href="https://www.google.com/webmasters/tools/submit-url">https://www.google.com/webmasters/tools/submit-url</a> to submit the organic result URL that should be ranking (if known) and GPL URL.<br />
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Results may vary, but what is the real risk? If you don't like what Google indexed, then change GPL's URL back to its original.urn:uuid:434You Had Me at Your Welcome Email - Agency Marketing BlogPerfect the art of creating welcome emails by packing value and identity in each one to engage prospects in a conversation with your agency.2013-04-18T09:00:00Z2024-03-19T05:52:04Z<p>Your welcome email is the hook to the beginning of what will hopefully be a long and fulfilling conversation with a potential customer and shouldn’t be taken for granted. Though the message is brief, you have to strategically pack a lot of value as well as your identity into it to ensure people keep paying attention to and recognizing your emails. Here’s some advice to making the most of your email marketing strategy right at hello. </p>
<p><strong>Introduce branding and writing style and make it consistent</strong> <br />
By making subject lines, email headers /footers, colors, fonts, and general tone of your emails consistent, you provide a visual trigger that customers will look for and associate with your agency. Keep in mind that emails are the least formal business communication and therefore being too stiff in style here can be inappropriate depending on your targeted audience. At the same time, you have to stick to business, and not waste anyone’s time, by being concise and professional. Striking the proper balance will build a trusting relationship with prospects. </p>
<p><strong>Introduce value</strong><br />
Use action oriented sentences to get your audience to interact with your agency’s web presence and use your resources such as newsletters or social media posts. They should know from this first email what they can expect from your correspondences and be able to readily identify the value of subscribing to your mailings. Timing is also critical. Sending a welcome email as soon as you receive a contact’s information from an interested party shows your commitment and ever-available presence to serving your potential customers. Use an insurance marketing system such as AgencyBuzz to automate the process for you and show your diligence to your consumers. Some example calls to action that demonstrate the value of your emails should include a few (but avoid being overwhelming) of the following. </p>
<ul class="ulStyle">
<li>Ask them to whitelist your email address</li>
<li>Invite them to like you on your social networking sites</li>
<li>Get them to subscribe to your newsletter – Avoid boring, sterile descriptions of your newsletter like “industry news.” Be specific as to what they can expect and why they should want to read it.</li>
<li>Visit your site – If you’ve recently revamped your website, tell them why they should check it out</li>
<li>Direct them to a convenient quote form</li>
<li>Get them involved with something you love in the community – Maybe you or your agency will be participating in a volunteer or community event. Invite them to check out your tent or station or simply wave hello!</li>
<li>Offer a discount for closing</li>
</ul>
<p><strong>Get to know your audience</strong><br />
The key to your email marketing is to know your audience and what they want. They’re not going to voluntarily subject themselves to mailings that are strictly about pushing insurance. Email marketing is more about the consumer’s wants and needs instead of what you obviously want to talk about – selling insurance. </p>
<p>You know your current customers and what they want, but what about new contacts? Don’t forget to address these prospects and their needs in your welcome email as well. Try segmenting different welcome emails based on age or other demographics to tailor messages to fit different needs. Obviously, someone approaching retirement will want something different from their insurance than will a recent college graduate. Find a way to make your agency unique.</p>
<p>Where’s your gap in knowledge between your lost prospects and what they are looking for? Follow up with customers you don’t close deals with and see what they were looking for and how you may have fallen short of those expectations. Do some research on comparable competitors and see what kind policies they sell and compare the frequency to yours. What do they do are they doing that you? Incorporate this research into your email to address the concerns of your lost customers. Maybe they’re getting a quote from your site as well as a few other insurance companies but finding a more trustworthy and informative web presence from your competitor. By researching your competitors and what lost prospects felt were short comings, you can append your strategy so the same mistake isn’t made with another prospect. </p>
<p>You can also try spilt testing two different mailings to compare which subject lines, calls to action, and even things as specific as color schemes and pictures get more of a response from your contacts. </p>
<p>Spend some time writing and rewriting your welcome email. Do some thorough front-end research before delving into your email marketing initiative. Test and retest different angles until you’re comfortable enough with the leads rolling in to let your introductory email do the swooning on its own.</p>urn:uuid:433How to get people to not open your marketing emails - Agency Marketing BlogEmail is not without its annoyances, some of which can turn off even the most enthusiastic customer. 2013-04-17T10:00:00Z2024-03-19T05:52:04ZThere are lots of blogs about making your emails stand out in a crowded inbox, which is important and you should read those blogs. There are not many that address what drives your customers crazy when it comes to email. Email is alive and well, but it does not come without its annoyances. Despite this, email continues to grow and has never been replaced. Also, because of it's low cost and high ROI, it's not going anywhere anytime soon. <br />
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There is one simple rule I ask folks to follow when they begin using email marketing as part of their marketing strategy - put yourself in your customer's shoes. What do you hate about marketing emails? Too many attachments? Too many emails in general? The time they are sent? What bothers you? <br />
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If you can identify what you love, or hate, about the marketing emails you receive, then you can tailor your agency's marketing emails to be more pleasing to your audience. <br />
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<img alt="" src="/images/blog/11-1.07.27_ccLoop_email_irritations_final.png" style="width: 650px; height: 2750px;" />urn:uuid:432How to Prepare for Facebook's Graph Search - Agency Marketing BlogFacebook has announced the creation of Facebook Graph Search. Graph Search is Facebook’s latest search feature that helps users find connections to people and p2013-04-17T09:00:00Z2024-03-19T05:52:04ZFacebook has announced the creation of Facebook Graph Search. Graph Search is Facebook’s latest search feature that helps users find connections to people and places. Here is a short video that shows what Graph Search is all about.
<br />
<br />
<strong>
How Does This Affect my Business?
</strong><br />
This might seem like a privacy concern for individual users, but business owners should be excited. This is another avenue that you can be found on Facebook. It might not seem so great if you have 50 fans but every fan you gain gives all of their friend’s access to your page. Now when that fan’s friends search for something insurance related your agency has a better chance to pop up on the list. This turns Graph Search into a combination of Google+, LinkedIn, Yelp, and Google Search, four of the most powerful online resources available.<br />
<br />
<img alt="" src="/images/blog/clip.png" style="width: 600px; height: 377px;" /><br />
<p><strong>Preparation<br />
</strong><span style="font-size: 13px;">Currently there are only a few search criteria in Graph Search but Facebook has already said that they are going to increase the categories available.</span></p>
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<img alt="" src="/images/blog/022613-lattice-engineslh_v2-01.png" style="width: 650px; height: 1967px;" /><br />
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<br />urn:uuid:431When Insurance Marketing Automation Goes Wrong - Agency Marketing BlogInadvertent automated marketing during a disaster might cast your agency as out of touch with your customers.2013-04-16T15:49:37Z2024-03-19T05:52:04ZWhen the news broke about the Boston marathon bombings, everyone’s hearts here at ITC sank. While watching the videos online, one of the most amazing things I saw was that people were running <em>towards</em> the area where the bombs went off. They had no idea if there were more, just human’s nature to help those in need in action.<br />
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Just like the first responders and hero’s rushing towards disaster, as an insurance agent your job is to help and support people in their time of crisis. Be the helping hand that gives people the security to know that they can move on from tragic events. It is not a time to market your agency in anyway shape or form.<br />
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As I worked throughout the day after the bombing, I continued to receive solicitations via email attempting to sell me various goods and services. An observed Facebook post of a national brand blindly asked “Having a great Monday?” This is where automated marketing can go wrong. You could possibly deliver the wrong message at the absolute <span style="text-decoration: underline;">wrong</span> time.<br />
<br />
<strong>Email<br />
</strong><br />
As Hurricane Sandy barred down on the east coast during the last week of October 2012, most people were gearing up for Halloween. I received multiple mailings from agencies that I follow inviting their followers to have a “Happy and Safe Halloween”. Had I been living in the Northeast I would have felt that the agency was severely out of touch with my needs.<br />
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If your customer base might be affected during a crisis, pause your email marketing campaigns. Once delayed, you might send out an email to those directly affected offering your help. Let them know you are there for them, stop talking and be ready to listen.<br />
<br />
<strong>Social Media</strong><br />
<br />
The above applies for your social media posts. Pause your normal advertising, provide helpful posts and links of value. Link to the Red Cross for donations. Link to local news resources. Provide details on how people can <a href="http://agncy.bz/0qFyjv" target="_blank">find love ones through various services</a>.<br />
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<strong>How ITC can help</strong><br />
<br />
ITC’s AgencyBuzz product includes a back-off feature that automatically delays non-critical advertising e-mails, social media posts and text messages for a period after a crisis or disaster. Before enabling this feature for you, we check to see if your agency services customers in affected areas. After enabling back-off mode for your agency, you will receive an email detailing the reason it was enacted. In addition, it will include pointers as to what to post during the back-off period.<br />
<br />
Any emails or social media posts submitted after the back-off is enacted will be sent immediately. This allows your agency the ability to continue communicating with your customers, just with more of their current situation in mind.
<br />
<br />
The situation in Boston was the first time we were able to utilize the feature with our customers. We appreciate the valuable service that our customers provide to their community. We are simply here to help them acheive their goals of superior service and communication.urn:uuid:430Incorporating SMS Marketing into your Marketing Strategy - Agency Marketing BlogLet’s say you wanted to send out a message or a coupon to a current customer and wanted the highest open rate possible. How would you do that? 2013-04-15T16:22:42Z2024-03-19T05:52:04Z<p>Let’s say you wanted to send out a message or a coupon to a current customer and wanted the highest open rate possible. How would you do that? <br />
<br />
Emails are opened between 10 and 20 percent of the time and direct mail is slightly lower. TV commercials are fast forwarded through with DVR and automobile technology has lessened the amount of radio ads that actually reach a consumer. So how should you try to get your message to your current customers? Send them a text. Texts typically have an open rate close to 98 percent, by far the highest of any medium, and here is why.</p>
<p>When you get an email on your phone do you open it up and look at it right away? Probably not. When you are watching TV, Netflix or Hulu on your phone and you see a commercial do you go visit their website right away? Typically you search for a “skip now” button to get on with your show. <br />
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For many people SMS is the primary form of communication that they use; and, receiving a discount notice or reminder from their insurance agent may be the most effective way to get their attention. That is the direction that society is going. </p>
<p>I found this great Infographic from Slicktext.com that shows why SMS marketing to your current customers could be the most effective way to stay in front of them.<br />
<br />
We recommend not cold-texting or marketing to prospective customers via text message, because it may not be received well. But, if you have an established business relationship and would like to send renewal or payment reminders, emergency notifications or claims information, or even discounts specific to your current clients, give SMS marketing through <a href="http://www.getitc.com/products/leadmanagement/" target="_blank">AgencyBuzz</a> a try. <br />
<br />
<a href="http://thumbnails.visually.netdna-cdn.com/the-power-of-sms-marketing_516c48163cb04.jpg" target="_blank"><img alt="" src="/images/blog/the-power-of-sms-marketing_516c48163cb04.jpg" style="width: 645px; height: 2443px; border-width: 0px; border-style: solid;" /></a><br />
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<br />
</p>urn:uuid:769Multico Rating Systems and American Strategic Insurance Announce Real-Time Homeowners Rates - Agency Rating BlogMultico Rating Systems and American Strategic Insurance (ASI) have announced the release of real-time Homeowners insurance rates in Oregon.2013-04-12T10:26:00Z2024-03-19T05:52:04Z<img src="/images/blog/multico/asi3-270x82.jpg" alt="American Strategic Insurance" longdesc="American Strategic Insurance" style="float: right; margin: 5px;" />
<p><strong>SEATTLE, WA (April 12, 2013)</strong> — Multico Rating Systems (<a href="http://www.multico.com/"><span style="text-decoration: underline;">www.multico.com</span></a>) and American Strategic Insurance (<a href="http://www.multico.com/company/%E2%80%9Dhttp://www.americanstrategic.com%E2%80%9D"><span style="text-decoration: underline;">www.americanstrategic.com</span></a>)(ASI) have announced the release of real-time Homeowners insurance rates in Oregon through Multico’s single-data-entry comparative rating platform, Multico-Online™.</p>
<p>Multico-Online is Multico’s web-based rating system that provides a combination of traditional manufactured rates and carrier direct real-time rates, integration to carrier point-of-sale systems, agency management systems, and other third-party software.</p>
<p>“In order for agents and brokers to stay competitive in the marketplace, they need single-entry access to accurate credit affected premiums for multiple carriers” said Charles Anderson, President of Multico Rating Systems. “Multico-Online solves this need and ensures that rates received from real-time rating partners like American Strategic Insurance, are the same rates a producer would have received if they had been requested from the carrier directly.”</p>
<p>“Local, independent agents are vital to our success and we’re always looking for new ways to support them,” said Deepak Menon, ASI’s director of marketing. “Multico-Online’s real-time rating tool facilitates the sales process while allowing our agents to deliver an exceptional level of service to ASI policyholders. We are pleased to work with Multico Rating Systems in providing ASI agents with access to real-time rating through the Multico-Online platform.”</p>
<p><strong>About Multico Rating Systems</strong><br />
Multico Rating Systems, headquartered in Seattle, Washington, has been a pioneer in the insurance software industry since 1986. Multico specializes in point-of-sale systems for insurance carriers and premium comparison and consumer access quoting for independent agents. More information can be found at <a href="http://www.multico.com/"><span style="text-decoration: underline;">http://www.multico.com</span></a>.</p>
<p><strong>About American Strategic Insurance Corp.</strong><br />
ASI was established in 1997 and is rated A (Excellent) by A.M. Best Co., which assesses the financial strength of insurance organizations around the world. The company has nearly $840 million in premiums written and more than $410 million in policyholders’ surplus. To learn more about ASI, visit www.AmericanStrategic.com.</p>
<p><strong>Update:</strong> ASI rates for Washington were added 5/7/2013.</p>urn:uuid:426What's in the next release of InsurancePro? - Agency Management BlogInsurancePro 6.0.38 has some great new features you should know about2013-04-08T11:49:00Z2024-03-19T05:52:04Z<p>The next release of InsurancePro (6.0.38) is rolling out slowly now and we’d like to let you know what to look out for when it’s your time to upgrade.</p>
<ol>
<li>Better integration with <a href="https://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> – For our customers mastering the marketing game with our marketing product, the next release of InsurancePro has more to offer. Carriers, locations, and agents are all eligible for matching between the two systems ensuring that customer information sent to AgencyBuzz looks the same as it does in InsurancePro. InsurancePro also sends over more policy information allowing your marketing strategy to include effective dates and premiums to name a couple.</li>
<li>Better business reports – This shiny new version of InsurancePro has a completely revamped Business Reports section. These reports have some minor improvements to printing and to the display of large amounts of data. We have the capability to add new reports to the system should you find that we do not have a report that is critical to your needs. Just give us a call and we’ll be happy to chat with you about reports that can help you succeed at running your business. Right now, there are over 60 business reports available.</li>
<li><span style="font-size: 11pt; line-height: 115%; font-family: calibri,sans-serif;">ACORD Forms Enhancement – InsurancePro’s next release will include the ability to select the certificate holder for the forms that include certificate holder related fields. If you haven’t looked into using the <a href="http://www.getitc.com/blog/management/2012/12/17/save-time-with-prefilled-acord-forms">ACORD Forms available in InsurancePro </a>in a while, please take another look.</span></li>
<li><span style="font-size: 11pt; line-height: 115%; font-family: calibri,sans-serif;">New Welcome Screen – We gave InsurancePro’s Welcome Screen a facelift.
It includes some new graphics, a new layout, and a rundown of the
policies associated with the current login.<br />
</span></li>
</ol>urn:uuid:428How to Cross-Sell Using Email Marketing - Agency Marketing BlogUsing email marketing to cross-sell or upsell is working smarter, not harder, to earn additional revenue for your agency.2013-04-08T11:17:02Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/email-marketing_thumb.jpg" align="right" style="width: 195px; height: 194px; float: right;" />If your agency offers multiple lines of coverage then e-mail marketing can be used to cross-sell your other lines of business very easily. For example, if you sign on a new auto customer, you can begin talking to them about their homeowners coverage or life insurance – or even simpler, talk to them about an umbrella policy or road side assistance as an upsell. You can even automate these mailings to begin marketing additional products and services your agency offers the day you sell new customers a policy. Using email marketing to cross-sell or upsell additional riders, coverages and services is working smarter, not harder, to earn additional revenue for your agency. <br />
<br />
<strong>Setting Up Your Cross-selling Campaigns</strong><br />
Setting up your cross-sell campaigns is very simple. You could implement a drip process to begin every time a specific policy is purchased. This is a great way to maximize the value that each customer brings to your business. <br />
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You will need to create these campaigns to reference the customers’ existing policies. You could say “…you’ve trusted us to protect your home; we hope you’ll trust us to cover your auto insurance needs as well.” You will also want to talk about the benefits of having all of their policies in one place – bundling discounts, making payments to one place, one customer service number, trusted source, familiar with the staff, etc. By jumping on these cross-selling opportunities right away you could potentially double your revenue with minimal effort. <br />
<br />
<strong>Point of Sale Cross-selling</strong><br />
You could also begin cross-selling by listing related products on your landing pages. If you create an auto insurance landing page, make a reference to the fact you also offer road side assistance or talk about how an umbrella policy works hand-in-hand with their new auto coverage. Referencing these products on your landing page will allow your prospects the opportunity to learn about your other services. <br />
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In both your <a href="http://www.getitc.com/products/leadmanagement/" target="_blank">email marketing</a> and point of sale cross-sell campaigns, make sure you’re only focusing on products that work hand-in-hand to ensure that your marketing and sales pitch make sense to your consumers. If someone bought shoes from your website, it would make sense to offer them socks. It would not make sense to offer them a frying pan to work hand-in-hand with their shoes. <span style="line-height: normal;"><br />
</span><br />
Cross-selling should be a part of your marketing strategy, period. It is money left on the table if you’re not discussing other products you offer with your existing clients. Don’t let you competitors cross-sell your customers away from your agency. If you’re not writing a full insurance portfolio for your customers, someone else will. urn:uuid:4274 Reasons Why Insurance Agents Need Email Marketing - Agency Marketing BlogEmail marketing save time and money. Here are 4 great reasons to incorporate email marketing into your digital marketing plan.2013-04-05T12:12:16Z2024-03-19T05:52:04Z<p style="margin: 7.5pt 0in; line-height: 13.5pt; vertical-align: baseline;">A 2011 study showed that consumers are happy to receive marketing emails if the content is valuable and relevant to them. Your clients and prospects likely see their insurance needs as valuable and relevant; in fact, the same study showed that consumers will actively seek to sign up to receive these kinds of emails. This means that, for an independent agency, email is a very powerful marketing tool.<span style="line-height: normal;"><br />
</span><br />
Here are 4 reasons why you should integrate email marketing into your digital marketing strategy:<span style="line-height: normal;"><br />
</span><br />
<strong>1. Low Cost, High ROI</strong><br />
Email marketing is a low cost option to communicate with your customers and prospects on a regular basis. It saves staff from having to make tele-marketing calls, which do not have nearly as high of an interaction rate, or send expensive paper mail solicitations which cannot be tracked very easily. <br />
<br />
<strong>2. Organized Contacts and Minimal Data Entry</strong><br />
See that stack of random business cards and post-its sitting on your desk? Imagine putting them all in one organized place that you can access from your computer, phone or tablet. With an email marketing program like <a href="http://www.getitc.com/products/leadmanagement/" target="_blank">AgencyBuzz,</a> you can organize your contacts into groups based on line of business, status, renewal dates, zip codes, producer and many other options. This makes sending a targeted message simple and fast. <br />
<br />
You can place a button on your home page asking people to join your newsletter, get a quote, or even fill out a customer service form and your <a href="http://www.getitc.com/products/websites/" target="_blank">Insurance Website Builder</a> site will push those contacts into your AgencyBuzz account. Can you imagine how much time your staff can save by not having to do that data entry?<span style="line-height: normal;"><br />
</span><br />
<strong>3. It’s Easy</strong>.<br />
An email marketing platform makes it relatively simple for you to get started. Most have a <a href="http://en.wikipedia.org/wiki/WYSIWYG" target="_blank">WYSIWYG editor</a> and you can design an email just as you would design a document in word or your regular email client. But with an email marketing platform, you will have better customization, tracking and can schedule emails well in advance. <span style="line-height: normal;"><br />
</span><br />
<strong>4. Tracking</strong><br />
With an email marketing program you have tangible results within days of sending your mailing. You can track who opened mailings, if they clicked any links within your email, which subject lines work best, what time of day is best to send to your audience, who bounced so you can get a better email address and much more. This all comes in one handy report. Your regular email client will never supply you with this type of tracking. <span style="line-height: normal;"><br />
</span><br />
Having advanced tracking allows you to tailor mailing based on audience preference as well as see who is engaging with your marketing emails. <br />
<br />
As you can see, email marketing can save you time, money and make your agency more efficient. Who says no to that? </p>urn:uuid:425The Importance of Reconciliation - Agency Management BlogReconciliation can be critical to protecting your agency's cash flow2013-04-03T16:53:20Z2024-03-19T05:52:04Z<p><strong>The Importance of Reconciliation</strong></p>
<p>In most agencies, like any successful business, money is moving quickly from pocket to pocket to pay for policy premiums, commissions, claims, and to keep the lights on – just to name a few. If you trust that all those dollars are moving as expected and in a timely fashion, you may want to take a moment and verify your data. We’ve heard multiple stories from agencies who thought the carrier was sweeping their accounts for the right policies and premiums only the amount ended up being a decimal point off or a policy was not included in the sweep. These insurance agencies usually wish they were performing reconciliation. To help our agents with this important task, ITC’s agency management system InsurancePro provides reconciliation in a few different ways: payments with carrier reports, commissions, and payments with checks.</p>
<p><strong>Reconciling Payments with Carrier Reports</strong></p>
<p>InsurancePro provides agencies a way to verify that the payments they receive are being passed onto the carrier properly by way of what we call payments processing. This compares the list of payments received to the line items in the carrier’s report that describe the amount due to the carrier on behalf of the agency’s customers. When agencies perform this kind of reconciliation in InsurancePro, we strongly recommend that they do not create checks when receiving a payment, which has been the traditional method before this feature was designed. Why? The existence of a check associated with a payment is the indication to InsurancePro that the payment has been reconciled with the carrier’s report.</p>
<p><strong>Reconciling Commissions</strong></p>
<p>Commissions are reconciled in InsurancePro on the <em>Agency</em> and <em>Agent Commissions</em> screens. To reconcile an agency commission, fill in the amount paid for each commission you wish to reconcile, select the checkbox in the left hand column, and click the <em>Reconcile</em> button at the top. Reconciling an agent commission is simply marking the commission as paid.</p>
<p><strong>Reconciling Payments with Checks</strong></p>
<p>This feature is designed to ensure the payment passed on to the carrier matches the payment received by the agency. To perform this reconciliation, on the top menu, click <em>Payments</em>, then <em>Reconcile Payments</em>. Next, select the bank account you wish to reconcile and begin selecting matched deposits with withdrawals. Once you have made all of your matches, click the <em>Reconcile</em> button at the bottom of the screen.</p>
<p>Reconciliations are one way InsurancePro helps agencies be efficient and successful as these agencies are able to verify their money is moving to where it is supposed to be in the correct amounts. </p>urn:uuid:424How to Create an Insurance Agency Marketing Plan - Agency Marketing BlogCreating an insurance agency marketing plan can be intimidating if you don't know where to start. 2013-03-25T16:36:00Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 187px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" src="/images/blog/iStock_000015830226XSmall.jpg" />A marketing plan is the set of objectives, strategies and tactics that make up your marketing activities designed to achieve your financial goals. But don't let that definition intimidate you. It might sound like a complicated task, but putting together a marketing plan is basically answering three simple questions.<br />
<br />
1. Where is your agency right now?<br />
2. Where do you want to be a year from now?<br />
3. How do you plan to get there?<br />
<br />
<br />
<strong>Where is my agency now?</strong><br />
<br />
Before you start coming up with marketing ideas that are going to help your agency grow, you need to set a benchmark, the place where your agency is starting. It is tempting to skip this step, but don't because by looking back and seeing how your marketing changed your agency, you will be able to identify which ideas worked for your agency and which didn't, so in future plans you don't waste time or money on marketing that didn't work.<br />
<br />
To determine your agency's benchmark, you should answer the following questions:<br />
<br />
- What are my current sales, in both dollars and number of policies sold, for the year?<br />
- Who are my current clients? How did they hear about my agency? Why did they decide on my agency over my competition?<br />
- Why does my agency lose clients? <br />
- Why does my agency lose potential sales?<br />
- Who are my competitors? How is my agency different from the competition? How are we the same?<br />
- Does my agency have any niches or specialty areas that the competition doesn't have?<br />
- What am I currently doing to market my agency? Which marketing tactics work for my agency? Which ones don't?<br />
- What am I currently spending on marketing? <br />
<br />
<strong>Where do I want to be a year from now?</strong><br />
<br />
Once you've established your benchmark, it's time to start thinking about where you want to go. In other words, you need to set some goals. It will be tempting again to skip ahead to the ideas, but don't because then you won't know where you should be headed, and the marketing will be less effective. <br />
<br />
When you set your goals, make them specific. Then, when you've completed the first year of your marketing plan, you will be able to more easily measure your success. An example of a non-specific goal would be "Close more policies." while a specific goal would be "Close an average of 10 new auto policies and 5 new home policies a month." <br />
<br />
Don't just focus on new sales. Set goals for other areas of your agency like renewals/retention, service, cross selling opportunities, referrals, and reviews and testimonials. One area that often gets overlooked in a marketing plan is employees. They are as much an audience you need to market to as current clients and prospects, especially since you will need their help implementing your marketing plan.<br />
<br />
<strong>How will I get there?</strong><br />
<br />
Now for the fun part... marketing tactics. This is where you write down your ideas of how you are going to reach your goals. Get creative. Mix marketing tactics that traditionally work for your agency with some new ideas.<br />
<br />
Your tactics might look like this:<br />
<br />
- Build an email list of prospects and create an email marketing campaign about why they should contact my agency for a free comparison quote/policy review.<br />
<br />
- Provide quote forms on my insurance agency website for online visitors to request a quote.<br />
<br />
- Create a quarterly referral program where current clients can be entered into a drawing for a prize for every person they refer to my agency.<br />
<br />
- Use social media to promote my referral program.<br />
<br />
- Use a monthly newsletter to provide helpful information and risk management tips to my current clients.<br />
<br />
- Sponsor a table at a community event to spread awareness of my agency and get new leads.<br />
<br />
Once you have written down your ideas, create a calendar and outline what you're going to do when. You don't have to do everything at once. Schedule the recurring ideas, and then add in one-time ideas as needed or when appropriate.<br />
<br />
<strong>Hold yourself accountable to your plan</strong><br />
<br />
That's it. You've just created a marketing plan. But don't forget about it throughout the year. Open it up at least once a month to hold yourself accountable. Are you accomplishing what you wanted? What's working? Do more of that. What's not? Do less of those ideas or maybe tweak them to see if a change will improve their results.urn:uuid:770Multico’s netPOSitive Point-Of-Sale Solution Achieves High Marks In Novarica ACE Rankings - Agency Rating BlogMultico Rating Systems has been awarded a high-level Novarica Average Customer Experience (ACE) Ranking.2013-03-21T10:29:00Z2024-03-19T05:52:04Z<img src="/images/blog/multico/novarica_blog-270x56.png" alt="Novarica" longdesc="Novarica" style="float: right; margin: 5px;" />
<p><strong>SEATTLE, WA (March 21, 2013)</strong> — Multico Rating Systems (<a href="http://www.multico.com/"><span style="text-decoration: underline;">http://www.multico.com</span></a>) the Pacific Northwest’s leading provider of insurance automation solutions, today announced the company’s netPOSitive™ system has been awarded a high-level Novarica Average Customer Experience (ACE) Ranking based on survey responses from senior technology and operational executives who have direct experience with the product and organization.</p>
<p>Multico’s netPOSitive point-of-sale solution automates a carrier’s rating and submission process to shorten policy issuance cycle times and improve the ease of doing business for its appointed agents. netPOSitive boasts powerful automation and validation tools, a complete forms library, and integration to a carrier’s policy administration system.</p>
<p>The Novarica ACE Ranking Report on Multico’s netPOSitive product awarded the solution a 93 out of a possible 100 points overall, while the company’s staff received a 94 out of 100. The overall functionality ranked the highest score of 95 with clients responding that netPOSitive is “an elegant solution to our business problems,” and “has significantly increased productivity”.</p>
<p>“We believe that the high rankings received on our netPOSitive point-of-sale solution is a tribute to the high regard our carrier partners have bestowed upon this product,” said Charles Anderson, President of Multico Rating Systems. “Given that the recognition is based solely on the input of our carrier partners, we are honored to receive such positive remarks and appreciative for their participation. We would also like to extend our thanks to Novarica for providing a transparent, independent analysis of how well a solution meets its users’ needs.”</p>
<p>For more information about netPOSitive, visit <a href="http://www.multico.com/"><span style="text-decoration: underline;">http://www.multico.com</span></a> or call 877.886.6657. To view a summary of the Novarica ACE Ranking on Multico’s netPOSitive point-of-sale system, visit<a href="http://www.novarica.com/ace_multico_netpositive_2013/"><span style="text-decoration: underline;">http://www.novarica.com/ace_multico_netpositive_2013/</span></a></p>
<p><strong>About Multico Rating Systems</strong><br />
Multico Rating Systems, headquartered in Seattle, Washington, has been a pioneer in the insurance software industry since 1986. Multico specializes in point-of-sale systems for insurance carriers and premium comparison and consumer access quoting for independent agents. More information can be found at <a href="http://www.multico.com/company/www.multico.com"><span style="text-decoration: underline;">www.multico.com</span></a>.</p>urn:uuid:423Mobile Internet Access is on the Rise - Agency Marketing BlogMobile Internet access is approaching desktop internet access. Are you prepared for the future?2013-03-19T16:38:25Z2024-03-19T05:52:04Z<p>The next time you walk into a restaurant, store, mall or airport, take a look around. How many people are on their phones or tablets? How people access the Internet is changing, and it’s changing <em>fast</em>. Some surveys show mobile Internet usage surpassing desktop Internet usage as early as <a href="http://www.artofdeveloping.com/2012/09/infographic-responsive-web-design.html" target="_blank">this year</a>. Our insurance website customers have seen a drastic increase of traffic from mobile devices in the past three years. </p>
<div style="text-align: center;">
<div style="text-align: center;">
<table cellspacing="0" cellpadding="0" border="1" style="border-collapse: collapse; border: medium none;">
<tbody>
<tr>
<td valign="top" colspan="5" style="width: 404.3pt; border: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;"><span style="font-size: 10pt;">Mobile Usage</span></p>
</td>
</tr>
<tr>
<td valign="top" style="border-style: none solid solid; border-right: 1pt solid windowtext; border-bottom: 1pt solid windowtext; border-left: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;"><span style="font-size: 10pt;">Year</span></p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;"><span style="font-size: 10pt;">Desktop</span></p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;"><span style="font-size: 10pt;">Mobile</span></p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;"><span style="font-size: 10pt;">Percent Mobile Use</span></p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;"><span style="font-size: 10pt;">Percent Change</span></p>
</td>
</tr>
<tr>
<td valign="top" style="border-style: none solid solid; border-right: 1pt solid windowtext; border-bottom: 1pt solid windowtext; border-left: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">2010</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">1,859,553</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">44,338</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">2.3%</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">N/A</p>
</td>
</tr>
<tr>
<td valign="top" style="border-style: none solid solid; border-right: 1pt solid windowtext; border-bottom: 1pt solid windowtext; border-left: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">2011</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">2,532,239</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">154,155</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">5.7%</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">147%</p>
</td>
</tr>
<tr>
<td valign="top" style="border-style: none solid solid; border-right: 1pt solid windowtext; border-bottom: 1pt solid windowtext; border-left: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">2012</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">2,870,800</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">399,015</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">12.2%</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">114%</p>
</td>
</tr>
<tr>
<td valign="top" style="border-style: none solid solid; border-right: 1pt solid windowtext; border-bottom: 1pt solid windowtext; border-left: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">2013 (Jan 1-March 18)</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">649,524</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">65,822</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">17.3%</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">41%</p>
</td>
</tr>
<tr>
<td valign="top" style="border-style: none solid solid; border-right: 1pt solid windowtext; border-bottom: 1pt solid windowtext; border-left: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">Projected 2013 Totals</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">3,185,355</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">665,390</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">21%</p>
</td>
<td valign="top" style="width: 1in; border-style: none solid solid none; border-bottom: 1pt solid windowtext; border-right: 1pt solid windowtext; padding: 0in 5.4pt;">
<p style="text-align: center;">72%</p>
</td>
</tr>
</tbody>
</table>
</div>
<br />
</div>
<p>The percentage of people finding our mobile sites has increased every year, which has matched the global mobile Internet usage trends. In a prior post, we discussed how <a href="http://www.getitc.com/blog/marketing/2013/02/21/the-evolution-of-marketing" target="_blank">marketing is evolving</a>. Easy–to-use and fast-loading websites are two of the most important features of any mobile site. 74% of users say they’ll <a href="http://visual.ly/mobile-page-load-time-vs-user-expectations" target="_blank">leave a website</a> after waiting 5 seconds or more for a mobile site to load. Because we want our customers to be the leaders in the insurance industry when it comes to change, our mobile websites are extremely user friendly, load in under 5 seconds and are included with every website plan. </p>
<p><img alt="" src="/images/blog/mobile_thumb_thumb.png" /></p>
<p>As you can see in the analytics above, our two most popular mobile pages average below 5 seconds each. </p>
<p>This infographic, created by <a href="http://www.34sp.com/" target="_blank">34SP</a>, shows how quickly mobile access will overtake desktop access. Change is on the horizon. Will you be ready for it?</p>
<br />
<div class="visually_embed" data-category="Computers" rel="infographic">
<img class="visually_embed_infographic" src="http://thumbnails.visually.netdna-cdn.com/the-takeover-of-mobile-internet--will-it-replace-desktop-use_50a3ab981328e_w587.png" rel="http://thumbnails.visually.netdna-cdn.com/the-takeover-of-mobile-internet--will-it-replace-desktop-use_50a3ab981328e.png" alt="The Takeover Of Mobile Internet - Will It Replace Desktop Use?" /><br />
<a id="visually_embed_view_more" target="_blank" href="http://visual.ly/takeover-mobile-internet-will-it-replace-desktop-use?utm_source=visually_embed"></a>
<link rel="stylesheet" type="text/css" href="http://visual.ly/embeder/style.css" />
</div>urn:uuid:4225 Myths of Digital Insurance Marketing - Agency Marketing BlogThe myths of digital insurance marketing include insurance websites, insurance agency marketing and email marketing. We busted 5 of them.2013-03-18T16:36:22Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000011961284XSmall.jpg" style="width: 250px; height: 188px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />For some insurance agents, online marketing is a mythical concept. It's hard to understand and some see it as a waste of time. However, it is not just a passing fad. The Internet has changed not only how consumers purchase goods and services, it has changed how businesses reach those consumers. <br />
<br />
Here are five of the biggest online marketing myths we hear from time to time.<br />
<br />
<strong>1. Websites are created equal.</strong><br />
<br />
One website is not the same as another website. There are differences that you can see as well as differences you might not be able to see. For a good website that will work for your agency, your goal should be to have good and safe hosting, an aesthetically pleasing design, good code and good optimization. A good website is well thought out and planned. It is easy to navigate with contact information prominently displayed. Also, you need to have the ability to change the content on your website.<br />
<br />
<strong>2. A website will get me found.</strong><br />
<br />
Having a website is not a case of the "If you build it, they will come." Your website needs to be optimized for search engines in order for you to be found when someone does a search for your targeted insurance-related keywords and not just your agency name. To get optimized, you need good coding and a marketing strategy that includes search engine optimization tactics like regularly updated website content and backlinks. SEO is an ongoing process as the search engines algorithms are continually changing. If online marketing is a key part of your agency's overall marketing plan, consider investing in some SEO help as doing it yourself can become complicated and time consuming.<br />
<br />
<strong>3. The more traffic my website gets, the more leads I'll get.</strong><br />
<br />
Traffic does not equal leads. If you are getting a good amount of traffic, but they are not staying on your website long (in website analytics this is called bouncing), it does not matter how much traffic you have. Your website is either not what they were looking for or it is not doing a good job of communicating that it is. You'll want to take a hard look at your analytics and website to determine where to make adjustments on your website to improve the quality of the traffic so you start to get leads.<br />
<br />
<strong>4. All marketing emails should be sent to my entire list.</strong><br />
<br />
Email marketing works best when you send specific emails to a targeted list, not your entire list. For example, if you create an email about your referral program, you should send it to current customers only. Prospects or former customers are not going to care about your referral program. All you would gain by sending them such an email is annoying them and potentially causing them to unsubscribe from your list. <br />
<br />
<strong>5. Online marketing is all I need to grow my agency.</strong><br />
<br />
While it is true that the Internet has become an important part of helping an agency grow, it is not the only part. Your online marketing plan must be supported by offline efforts in order to be as successful as possible. This can include offline marketing tactics like direct mail, events, referral programs and good customer service. Both online and offline require your best efforts so they can work together to help you grow.<br />urn:uuid:421How Your Insurance Website is Losing Money on Google - Agency Marketing BlogHow to determine if investing in SEO for your insurance agency website is right for your agency.2013-03-11T16:57:02Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Social%20Media%20Optimization.jpg" style="width: 250px; height: 205px; float: left;" />Or more accurately, how to lose money by not being on Google. It's simple to lose money by not ranking in Google's search results... don't invest in SEO. <br />
<br />
When you have a few minutes, conduct an experiment. Go to Google (make sure you're not logged in if you have a Google account), and search for one of your top keywords. If you don't have a keyword, use the line of business you are promoting right now with your city or geographic region if your agency is in a small town. Some examples: "Carrollton home insurance" or "Fort Worth auto insurance." Is your agency on the first page of results? If it's not, you could be losing money.<br />
<br />
SEO services can take up a lot of your marketing budget. To determine if investing in SEO makes sense for your agency, you first need to calculate your potential return on investment.<br />
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<strong>Is SEO right for my agency?</strong><br />
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It's a simple process to find your missed opportunity:<br />
<br />
1. Take your keyword or phrase and plug it into the <a href="https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS">Google AdWords Keyword Tool</a>. I put in "Fort Worth auto insurance" and found out that my phrase is being searched 880 times a month locally. <br />
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<img alt="" src="/images/blog/keywordtool_small.jpg" style="vertical-align: middle;" /><br />
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2. Roughly half of searchers click on the first website in the results. So multiply your number of searches by 0.5. For my example, this gives me 440.<br />
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3. If you know your website's conversion rate for new leads, multiply the number you got in step 2 by your conversion rate. This is the number of new leads you're missing out on by not being ranked first for your keyword. Let's say my insurance agency website converts 3% (a normal conversion rate) of visitors into leads. So that's 13 potential leads I'm missing out in a month.<br />
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4. You can even take it a step further and multiple your potential leads by your agency's close rate. My fictional agency has an above average close rate of 50%. So by not ranking in Google, I'm losing out on 6 new policies a month.<br />
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Is 6 new policies a month worth investing in SEO? At an average commission of $100 for auto policies, possibly. It depends on the SEO provider you're considering. It's definitely worth it if I can <a href="http://www.getitc.com/blog/marketing/2013/01/31/improving-conversion-rates-with-landing-pages">improve my website's conversion rate</a>.<br />
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<strong>Some food for thought:</strong><br />
<br />
If you don't know your website's conversion rate, spend some time looking at your website analytics to determine where your traffic comes from in a month. Then take a look at where your leads came from in that same month. How many of your leads came from your website?<br />
<br />
If your website is getting traffic but not producing many leads, it might be time to think about updating your insurance agency website design and adding in some important features like quote forms and free reports to help turn your website into a lead generation tool. Before you spend a lot of money on SEO services, you definitely want to make your website the best it can be because it won't matter how much traffic you're getting if your website doesn't convert that traffic into leads.urn:uuid:420Operation Agency Success: Twitter - ITC VideosImprove your Twitter activity as part of your digital insurance marketing with these tips.2013-03-06T16:22:38Z2024-03-19T05:52:04Z<iframe height="368" frameborder="0" width="654" style="margin-top: 8px;" src="http://player.vimeo.com/video/61219023?portrait=0&color=ff9933&autoplay=1"><noframes><img alt="" src="/images/blog/OAS_img_03062013.jpg"></noframes></iframe><br />
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Twitter and other social media can drive traffic to your website, promote your agency, share insurance information and knowledge, increase your online visibility and build relationships with potential customers. In our latest video, Laird discusses tips on how to get more followers and ideas of what to post to Twitter.<br />
<br />
<span itemprop="articleBody">
<h3 class="subtitle">Video Transcription</h3>
</span><br />
Today, let's talk about Twitter. Twitter is a news-like feed service that allows you to post short stories or links to stories on a quickly evolving, always updated forum. So how do you actually get followers to follow you on Twitter?<br />
<p> Well, the best way is to ask. Just ask, "Are you on Twitter? I'll follow you if you follow me." Explain to them by them following you, they're going to get a lot of great information about their policy, about their agency that they've chosen as well as good information and sometimes a lot of fun.<br />
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So what do you do when you get a follower? The first thing to do is thank them. Thank them nicely. Make the thank you personal. "Thank you for following us, and I'm glad that you're such a great customer. It was great to see you today." Make it personal. That's the key to Twitter is that you create this ongoing conversation that just happens in small little snippets.<br />
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So what do you post on Twitter? Where do you get information to post on Twitter? First of all, follow what you like. If you like certain events going on in the industry or certain events in your neighborhood, post those on Twitter, and people will see those. Important news stories, such as disasters or community events, post them on Twitter.<br />
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Also, don't forget to watch your Twitter feed. Watch what your followers are saying and then comment on those as well. Engage them. A good way to engage them is look, did they have a baby, did they get a new car? Whatever it might be, you engage them and say, "Hey, that's great news. Maybe we should look at your policy." See where I'm going with that? It's a great way to engage customers.<br />
<br />
So you might ask, "Where do I find followers?" The first place is just asking your own customers and say, "Do you have a Twitter account? Follow me and I'll follow you". This engages them directly. But there's other ways to find people on Twitter. You can use the search facility to actually look for people that are in your industry, that are in your neighborhood, or have similar likes.<br />
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You can also search on keywords that are pertinent to insurance, buying a new car, having a baby. Those are all great ways to find people that are in your community that are having events that correspond with your agency.<br />
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Finally, follow who other people are following. If they are following this person, then it's a good chance that they have similar interests and likes that you do and like your agency. Follow your followers and their followers and create this ever expanding network of people that follow you and that you follow. It's just a wealth of information that you can mine. Get new customers and to engage current customers.<br />
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To learn more about how ITC can help you with your social strategy, contact us at www.GetITC.com or call us at 1-800-383-3482. Don't forget to follow us.</p>
<h2 class="subtitle">Articles on Twitter</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2013/02/22/why-buying-followers-is-a-waste-of-money">Why Buying Followers is a Waste of Money</a><br />
<a href="http://www.getitc.com/blog/marketing/2013/01/22/a-hit-parade-of-twitter-mistakes">A Hit Parade of Twitter Mistakes</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/06/18/dont-know-what-to-tweet-11-ideas-for-when-you-have-writers-block">Don't Know What to Tweet? 11 Ideas for When You Have Writer's Block</a>urn:uuid:4195 More Annoying Social Media Behaviors - Agency Marketing BlogAvoid making these mistakes on social media and annoying your followers.2013-03-05T08:50:43Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Social%20Media%20Optimization.jpg" style="width: 250px; height: 205px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />In posts earlier this year, I talked about mistakes you can make on social media that were specific to <a href="http://www.getitc.com/blog/marketing/2013/01/03/9-mistakes-to-avoid-making-on-facebook">Facebook</a> and <a href="http://www.getitc.com/blog/marketing/2013/01/22/a-hit-parade-of-twitter-mistakes">Twitter</a>.<br />
<br />
Here are five more annoying behaviors that would be a mistake to make when you're trying to develop relationships and build trust on social media. These are not specific to any one social network but can be applied to them all.<br />
<br />
<strong>1. Have no personality</strong><br />
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You can use social media to demonstrate your insurance expertise, but I don't recommend talking about only insurance on social media. You have a passion for insurance, but your followers and fans probably don't. Share tidbits of your life outside of insurance. Show what your agency does for fun. Share what makes you you. In short, have a personality.<br />
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<strong>2. Posting constantly</strong><br />
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Posting often and consistently does not mean posting every 15 minutes. You become the annoying song that gets stuck in people's heads. They may remember you, but they won't think of you fondly and will do whatever they can to turn off the noise, including unfollow you. Think quality not quantity. Share updates and information that will be valuable to your followers, whether it's meant to help them avoid risk, make them laugh, inform them of current events, etc.<br />
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<strong>3. Be unoriginal</strong><br />
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Curating content - or sharing content that others have created - is acceptable social media behavior but when done in combination with sharing your own original content. If the only content you are sharing on social media is the work of others, it gets old, and you become uninteresting. You won't be giving your followers any reason to stick around because they can get that content from the original source if they really wanted it. <br />
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<strong>4. Never give, always take</strong><br />
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If you ask too much of your followers without giving enough in return, for example content or information they would find helpful, don't expect your followers to stick around. <br />
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<strong>5. Talk (and talk and talk) and don't listen</strong><br />
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I've mentioned this behavior before, but as it is the most annoying of social media behaviors, it deserves to be repeated. If all of your updates are about you, if you ignore anyone who comments or replies to your posts, if you ask for people to share your content but never return the favor, you are talking too much. Social media is a two-way channel. You have to listen as much or more than you talk. Otherwise, people will unfollow, and they'll do so quickly.<br />
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What behaviors annoy you on social media?urn:uuid:418Microdata, an Important Update to Your Website, That No One Will Ever See - Agency Marketing BlogGive your website a leg up in the content game by including schema.org's microdata in your web pages.2013-03-04T12:38:10Z2024-03-19T05:52:04ZIn <a href="https://www.turborater.com/blog/marketing/2012/12/31/2013-predictions-insurance-agency-marketing">previous posts</a> I have mentioned that search engines are becoming smarter. They are no longer looking for backlinks to determine your website’s content relevancy. They are looking at the content itself. They are looking for data.<br />
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Your website is littered with data: phone numbers, product offerings, address information, company facts and figures, employee details and much more. More often than not, the data is placed in the web page HTML, formatted to look good for a visitor and forgotten. <br />
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The search engines’ smart bots try to interpret what that data means. For example, a phone number has a specific format. The bot can figure out that it is looking at a phone number when it sees that format, but not what kind of number it is. Is it phone or fax? Whose number is it? The bot will guess based on the content around it. Using algorithms it looks for words like “phone” or “fax” preceding or following the found number. As I mentioned this method is nothing but a guess. Take, for example, <a target="_blank" href="http://www.sampleinsurancewebsite.com/profile/laird_rixford.aspx">my profile on our sample insurance website</a>.<br />
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To a search spider, the content of the above page would look something like this:
<div style="margin: 15px 25px; padding: 15px; border: 1px solid #b5c0ea; font-family: 'courier new', courier, monospace; font-size: 12px; background-color: #fefefc;">
Laird Rixford's Profile and Contact Information - Sample Insurance Agency Home Laird Rixford's Profile and Contact Information Laird Rixford VP of Products and Marketing Insurance Website Builder Corporate Office Phone Number (972) 245-3660 Alternate Number (800) 383-3482 Fax Number (800) 687-5454 Download vCard Profile This is my profile.</div>
To a human, this might be clear. However, it is easy for a bot to get it wrong. So what can you do? Add microdata to your website.<br />
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<strong>What is microdata? </strong><br />
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Microdata is hidden code embedded into the HTML itself that does not render to the screen for a normal visitor to see. So instead of simply putting the phone number in the code like this:<br />
<div style="margin: 15px 25px; padding: 15px; border: 1px solid #b5c0ea; font-family: 'courier new', courier, monospace; font-size: 12px; background-color: #fefefc;">
Laird Rixford<br /><br />
Phone Number (972) 245-3660<br /><br />
Fax Number (800) 687-5454</div>
You would change it to this.
<div style="margin: 15px 25px; padding: 15px; border: 1px solid #b5c0ea; font-family: 'courier new', courier, monospace; font-size: 12px; background-color: #fefefc;">
<div itemscope itemtype="http://schema.org/Person"><br />
<div itemprop=”name”>Laird Rixford</div><br />
Phone Number <span itemprop="telephone">(972) 245-3660</span><br /><br />
Fax Number <span itemprop="faxNumber">(800) 687-5454</span><br />
</div></div>
<p>To a user on a website, the above code will look the exact same as the previous example. However, a search engine now has a clear directive as to what the data means. Search engines and other sites, such as social media, use this microdata to better sort and display data from your website. In fact this data is often used to liven up search results with your data. This can include company ratings:<br />
<br />
<a href="https://www.google.com/?q=insurance+website+builder+reviews" target="_blank"><img alt="" src="/images/blog/review_google_listing.png" style="display: block; margin: 0px auto;" /></a><br />
Or even include your picture on your profile.<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2012/12/14/creating-a-partner-page-the-right-way"><img alt="" src="/images/blog/blog_google_listing.png" style="display: block; margin: 0px auto;" /></a><br />
The microdata format I recommend is <a href="http://schema.org" target="_blank">schema.org</a>’s implementation. This is the format that is recognized and pushed by the major search engines, including Google, Bing and Yahoo. In fact, both <a href="http://www.google.com/webmasters/tools/richsnippets" target="_blank">Google</a> and <a href="https://ssl.bing.com/webmaster/diagnostics/markup/validator" target="_blank">Bing</a> Webmaster Tools have built-in markup validation tools. When targeting Facebook you should also include <a href="https://developers.facebook.com/docs/concepts/opengraph/" target="_blank">OpenGraph</a> microdata.<br />
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To implement microdata on your website takes a lot of time. You have to use a lot of trial and error to format the snippet data in a logical order that the search engines can understand <em>and cite</em>. For example, the <a href="http://schema.org/WebPage" target="_blank">WebPage</a> schema does not include a telephone element. That is only available under an entity such as an <a href="http://schema.org/Organization" target="_blank">Organization</a> or <a href="http://schema.org/LocalBusiness" target="_blank">LocalBusiness</a>. Do it wrong, and the search engine will go back to guessing. <br />
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<strong>Confused? </strong><br />
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Don’t know where to start? Don’t worry; we do it for you!<br />
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The Insurance Website Builder system includes complete schema.org and Facebook OpenGraph markup by default. As you add and remove content, employees, locations, partners, blogs and more to your website, the system will do the rest for you. Click the following links to see some of the data that is marked up in some sample website pages.</p>
<ul>
<li><a target="_blank" href="http://www.google.com/webmasters/tools/richsnippets?url=http%3A%2F%2Fwww.sampleinsurancewebsite.com%2Fblog%2F">Blog</a> (schema.org)</li>
<li><a target="_blank" href="http://developers.facebook.com/tools/debug/og/object?q=http%3A%2F%2Fwww.sampleinsurancewebsite.com%2Fblog%2Finsurance_technologies_introduces_new_companies.aspx">Blog Entry</a> (OpenGraph for Facebook)</li>
<li><a target="_blank" href="http://www.google.com/webmasters/tools/richsnippets?url=http%3A%2F%2Fwww.sampleinsurancewebsite.com%2Fblog%2Finsurance_technologies_introduces_new_companies.aspx">Blog Entry</a></li>
<li><a target="_blank" href="http://www.google.com/webmasters/tools/richsnippets?url=http%3A%2F%2Fwww.sampleinsurancewebsite.com%2Femployees.aspx">Employee Directory</a></li>
<li><a target="_blank" href="http://www.google.com/webmasters/tools/richsnippets?url=http%3A%2F%2Fwww.sampleinsurancewebsite.com%2Fprofile%2Flaird_rixford.aspx">Employee Profile</a></li>
<li><a target="_blank" href="http://www.google.com/webmasters/tools/richsnippets?url=http%3A%2F%2Fwww.sampleinsurancewebsite.com%2Fcontact.aspx">Contact Us Page</a></li>
<li><a target="_blank" href="http://www.google.com/webmasters/tools/richsnippets?url=http%3A%2F%2Fwww.sampleinsurancewebsite.com%2Fpartners%2Fweb_site_developers%2Finsurance_website_builder">Partner Page</a></li>
<li><a target="_blank" href="http://www.google.com/webmasters/tools/richsnippets?url=http%3A%2F%2Fwww.sampleinsurancewebsite.com%2Flocations.aspx">Locations Page</a></li>
<li><a target="_blank" href="http://www.google.com/webmasters/tools/richsnippets?url=http%3A%2F%2Fwww.sampleinsurancewebsite.com%2Fevents">Events Page</a></li>
<li><a target="_blank" href="http://www.google.com/webmasters/tools/richsnippets?url=http%3A%2F%2Fwww.sampleinsurancewebsite.com%2Fautomobile%2Fdefault.aspx">Line of Business Page</a></li>
</ul>
Above are only a few examples of pages that include microdata with Insurance Website Builder. If you currently have a website with us, your schema.org microdata is already on your site. <br />
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When you have an Insurance Website Builder website, you will feel confident that as new data points are added to the schema, your site will continue to receive updates that help the search engines better understand your website and your agency.<br />
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<strong>Update </strong>: Since posting this article we have added breadcrumb markup to the system.urn:uuid:417Masters of Marketing - Website Foundations - Agency Marketing BlogTo have a successful insurance website, you need to have some fundamental features and pages.2013-02-28T16:48:14Z2024-03-19T05:52:04ZThis month's Masters of Marketing webinar discussed a website's foundation, including the features and pages that an agency needs to have on its insurance website.<br />
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The next Masters of Marketing webinar is scheduled for Thursday, March 28 at 12 p.m. Central. You can follow us on <a href="http://www.facebook.com/InsuranceWebsiteBuilder">Facebook</a> or <a href="https://twitter.com/InsWebBuilder">Twitter</a> where we'll announce next month's topic. If you want to join us next month, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can register here.</a><br />
<br />
<iframe width="427" scrolling="no" height="356" frameborder="0" src="http://www.slideshare.net/slideshow/embed_code/16844074" marginwidth="0" marginheight="0" style="border-style: solid; border-color: #cccccc; -moz-border-top-colors: none; -moz-border-right-colors: none; -moz-border-bottom-colors: none; -moz-border-left-colors: none; border-image: none; border-width: 1px 1px 0px; margin-bottom: 5px;"> </iframe>
<div style="margin-bottom: 5px;"> <strong> <a href="http://www.slideshare.net/iwb_insurance/website-foundations" title="Masters of Marketing: Website Foundations" target="_blank">Masters of Marketing: Website Foundations</a> </strong> from <strong><a href="http://www.slideshare.net/iwb_insurance" target="_blank">Darmini Kara</a></strong> </div>urn:uuid:416Busting 3 Facebook Myths - Agency Marketing BlogDo you think you own your photos that you share on Facebook? Here are 3 truths you need to face if you use Facebook as part of your digital agency marketing.2013-02-25T16:52:52Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 177px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" src="/images/blog/iStock_000019997508XSmall.jpg" />Social media is surrounded by many myths. Facebook, the largest social network with more than 1 billion users, is no exception. Here are a few of the biggest Facebook myths.<br />
<strong><br />
Myth 1: Marketing on Facebook is free.<br />
</strong><br />
Yes, it is free in terms of money in that you don't pay to create a profile or pay to post content. It is not free in terms of time needed to make your Facebook Page a success for your agency. To have a Facebook Page that your followers engage with and is actually driving traffic and potential leads to your website, takes time and effort.<br />
<br />
Sometimes even posting content for your followers to see isn't always free. Last fall Facebook adjusted <a href="http://www.getitc.com/blog/marketing/2013/02/01/what-is-facebook-edgerank">EdgeRank</a>, its algorithm that determines which posts appear in your follower's news feeds, so now your updates are being seen by about 15 percent or fewer of all your followers. If you want to reach more followers, you have to pay to promote your content.<br />
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<strong>Myth 2: You own your Facebook Page.</strong><br />
<br />
Actually, you're just renting that space on Facebook. There are <a href="http://http://www.getitc.com/blog/marketing/2012/05/22/follow-their-rules-or-you-might-lose-your-facebook-page">rules, terms and conditions for using Facebook Business Pages</a>. Violating any of Facebook's rules, terms or conditions mean they can shut down your Page, and they will, just like <a href="http://news.cnet.com/8301-1023_3-57526539-93/facebook-shutters-the-cool-hunter-for-copyright-issues/">they shut down a Page for a popular blog with almost 800,000 fans because of copyright issues.</a><br />
<br />
<strong>Myth 3: Your content on your Facebook Page is yours.</strong><br />
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You should know that if your Page gets shut down, you will lose all content like videos and pictures that you posted to your Page. Instead, you might post your content to your own website and share the links on Facebook. This will keep your content on a domain that you do own as well as help drive traffic to your website.<br />
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Don't let the truth deter you from using Facebook. It can still be a valuable tool for marketing your agency and building trust and relationships with your customers online. In fact, I highly recommend that you keep using it if you are or start if you're not.<br />
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Just don't rely solely on Facebook for your online marketing. Mix it up with email marketing, other social networks, and blogging regularly, and when Facebook makes changes, as they tend to do, your marketing won't experience a serious setback.urn:uuid:414Why Buying Followers is a Waste of Money - Agency Marketing BlogBuying followers may seem like a good idea but it's a waste of money and resources. We've got great tips to gain real and meaningful followers.2013-02-22T10:05:18Z2024-03-19T05:52:04Z<p>When agents begin marketing their agency via social media, they tend to focus on the quantity of likes and followers as opposed to the quality of those likes and follows. You’ll see advertisements all over the web trying to sell you “real” followers and likes for anywhere from $5 to $200 depending on how many you purchase. But 2,000 spambots and fake accounts (by the way, they're never real followers) do not make a successful social media presence. Basically, all buying follows and likes will do is make your page seem more popular than it is. It’s like paying to sit at the popular kids’ table at lunch. </p>
<p>Increasing the number of likes and follows you have can be instrumental in making your social media marketing effective, but having a high number is only helpful if they are REAL people who notice your posts, comment on your updates, share and interact with you. Unfortunately, purchasing followers will never get you the activity and response you’re looking for. You can’t forget about your ultimate goal - to sell more policies.</p>
<p>Think of it this way, you most likely wouldn’t pay random people to stand around your agency and just stare at you because this wouldn’t sell many policies (it would also be really creepy). The same applies to your social media accounts. </p>
<p>So, what steps can you take to get REAL likes and follows?</p>
<ul>
<li><strong>Create an effective about us section</strong>: Talk about your agency, tell people why you’re special and why they should be doing business with you. Keep it short but sincere and be creative, clever and smart about what you say. You only have a few sentences to catch someone’s attention so take some time to really think about what you want to say about your agency here.</li>
<li><strong>Get some killer graphics </strong>– If you have an avatar or cover photo that looks unprofessional it will only make you look unprofessional. Since an avatar is just a small picture used to represent you, work within that. Use your logo, or a picture of just your face (a professional headshot works great) to show who you are and what you represent. Stay away from pictures you took of yourself in the bathroom mirror or in the car on the way to the office. If you do not have a professional headshot, ask someone to take a picture of you in the office. </li>
<li><strong>Be interesting</strong> – it’s as easy as it sounds. When someone is deciding whether or not to follow you, they will often look at your previous posts. Talk about things in your community, what interests you and your staff. Give a peak behind the curtain a bit. You should also ask questions that make your followers want to answer. Make it fun, and followers will be interested in what you will post next. </li>
<li><strong>Be sociable</strong> – Look at your newsfeed and respond, like, or retweet things you find interesting and send @messages to your top followers to show that you’re paying attention to the fact that they’re paying attention. Many people do not want to follow corporate accounts that just push marketing posts all day, every day. If you were at a party, you wouldn’t just keep repeating your elevator speech about your agency all night, would you?</li>
<li><strong>Post pictures</strong>: A picture is worth a thousand words (or 140 characters in Twitter’s case). Everyone likes to look at pictures, and if you have a smart phone, you always have a camera with you ready to post to your social profiles.</li>
<li><strong>Post often and post daily</strong> – Regularly posting keeps you in front of your likes and follows. This makes it hard to forget about you. Also, many people will only see a fraction of your posts because they follow too many people, they don’t check their account regularly, or <a href="http://www.getitc.com/blog/marketing/2013/02/01/what-is-facebook-edgerank" target="_blank">Facebook’s EdgeRank algorithm</a> only allows them to see a portion of the posts from pages they like. So posting several times a day allows all of your real followers to see at least one post daily.</li>
</ul>
<p>All of this is to say don’t buy likes and follows. It's a waste of resources. You’ll get much more out of your <a href="http://www.getitc.com/solutions/agency_marketing/social_media/" target="_blank">social media marketing</a> by coming up with solid, interesting content and engaging with your real followers. </p>urn:uuid:413The Evolution of Marketing - Agency Marketing BlogMarketing is constantly evolving. ITC's marketing products automate digital agency marketing for insurance agencies nationwide.2013-02-21T16:09:11Z2024-03-19T05:52:04Z<p>Here at ITC we are constantly researching ways to improve the services that we offer. In order to market effectively you have to continuously measure and tweak your plan due to the change in consumer needs and changing technology. A few weeks ago we went over the difference between <a href="http://www.getitc.com/blog/marketing/2013/02/06/inbound-marketing-vs-outbound-marketing#.USabbaUqZaY" target="_blank">inbound marketing vs outbound marketing</a>. Today we’ll look at how marketing has evolved and how marketing automation is the next big step in the marketing evolution.</p>
<p>Our digital agency marketing system for insurance agents can automate your email and social media marketing. We wanted to take as much work off of the shoulders of insurance agents and make marketing as easy as possible because we know that it is important to keep an agency in front of its customers. Going beyond marketing, <a href="http://www.getitc.com/?LifecycleVideo">we’ve created tools that automate the entire customer lifecycle for an insurance agency.</a> Our goal is to help insurance agents be efficient and successful.<br />
<br />
</p>
<div class="visually_embed" data-category="Business" rel="infographic">
<img class="visually_embed_infographic" src="http://thumbnails.visually.netdna-cdn.com/the-evolution-of-modern-marketing-automation-infographic_5123ac14a8fda_w587.png" rel="http://thumbnails.visually.netdna-cdn.com/the-evolution-of-modern-marketing-automation-infographic_5123ac14a8fda.png" alt="The Evolution of Modern Marketing Automation" />
<div class="visually_embed_bar">
<span class="visually_embed_cycle"><a href="http://visual.ly/evolution-modern-marketing-automation/?utm_source=visually_embed">The Evolution of Modern Marketing Automation infographic</a> by <a target="_blank" href="http://www.marketo.com?utm_source=visually_embed">Marketo</a>.</span>
</div>
<a id="visually_embed_view_more" target="_blank" href="http://visual.ly/evolution-modern-marketing-automation?utm_source=visually_embed"></a>
<link rel="stylesheet" type="text/css" href="http://visual.ly/embeder/style.css" />
</div>urn:uuid:412How Retention Rate is Misleading Your Agency - Agency Marketing BlogThink your retention rate is good? Maybe it is time to take a second look and see what might be hidden by a blanket retention rate.2013-02-20T10:26:26Z2024-03-19T05:52:04ZOne of the things I see all the time when it comes to <a href="http://www.getitc.com/products/websites/">agency marketing</a> and agency health is a reliance on the blanket retention rate. A high retention rate is good, while a low retention rate is bad. Some agencies understand that they will have a low retention rate due to their clientele and have modified their business plans and pricing accordingly. However, the vast majority of agencies will live or die based on their retention rates.<br />
<br />
While speaking to a particular agency, I asked, “What is your retention rate?” They proudly stated, “Roughly 85%.” Never mind that the principal did not know the exact number (a carrier offered his retention of their customers), a retention rate of 85% is a decent number. However, this retention rate is misleading the agent into thinking all is well with his agency. When I asked a few more questions looking at a three-year sample of the agency, the following picture unfolded.<br />
<br />
In the first year of our analysis, the agency added 1,250 new customers to their existing 3,900 customers and had an overall retention rate of 85% for the year. Therefore, they lost 773 customers and started the second year of our analysis with 4,376 customers. In the second year, the agency acquired 2,000 more customers, and with the same retention rate, they lost 956 customers in that year for 5,420 retained customers. The third year saw limited growth, and the agency gained only 1,000 new customers. While the agency’s retention rate stayed the same at 85%, they lost 936 customers, almost a net loss for the year.<br />
<br />
<q style="font-weight: 400; font-size: 24px; line-height: 24px; letter-spacing: -1px; padding: 5px; text-transform: uppercase; color: #e31b23; font-style: italic; display: block; margin: 0px 25px;">While the agency’s retention rate stayed the same at 85%, they lost almost as many customers as they gained.</q>
<br />
As you can see from the numbers above even though the retention rate stayed the same, the more customers the agency secured, the more policies they lost until they were at a statistical breakeven. At that point, for the agency to grow they needed to get more customers or improve their retention rate. I suggested they can do both.<br />
<br />
To complicate their situation, a blanket retention rate does not tell the story of which policies cancelled. Was it the policies sold in the first year or the third year? First year policies might indicate poor long-term customer retention. Third year policies might indicate a failure with your new customer follow up initiatives.<br />
<br />
To help your agency better understand your customers, I recommend that you use the following metrics instead of a blanket retention rate.<br />
<br />
<strong>
Time as Customer</strong><br />
<br />
This one is simple. What is the average time that a customer stays with your agency? Using Excel input a list of your customers, purchase date and cancellation date. If they have yet to cancel, assume today’s date. Then calculate how long they were or have been a customer. Then determine the average across all of your customers.<br />
<br />
Time as customer will give you an indicator of how your agency is retaining customers over the long term. Your average time as customer should always be increasing. If it becomes static or decreases, this is an indicator that something is wrong.<br />
<br />
<strong>
Retention Rate by Acquisition Period</strong><br />
<br />
This will require a bit more work. You will need to calculate your customer retention by the year that you acquired them. This will allow you to determine how you are handling customers based upon when they purchased and the duration that they have been with you.<br />
<br />
To help you out, I have created an Excel document (download below) that allows you to import just customer name, purchase date and cancellation date (if applicable). Once done the report will show you your agency’s average length of customer, overall retention rate, and breakdown of retention rate by year, month and customer.<br />
<br />
<img alt="" src="/images/blog/breakdown.png" style="width: 606px; height: 470px; margin: 0px auto; display: block;" /><br />
In the example above, you can see that the agency’s average customer is 1.5 years and while the current retention rate in 2013 is 99.41% the past 5 year retention rate is closer to 63%. This indicates that the agency should make extra effort to customers that have been with the agency for more than a year.<br />
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An additional area to investigate would be 2009. What caused the higher than normal increase of new customers. Why do the customers in 2009 have a horrible retention rate? Do the two correlate somehow?<br />
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As you can see, the possibilities are endless when you take the time to understand the data that is available to you within your <a href="https://www.getitc.com/products/rating/">rating</a>, <a href="http://www.getitc.com/products/management/">agency management system</a>, or <a href="https://www.getitc.com/products/leadmanagement/">contact management software</a>. By taking a few moments to analyze your data, you will be able to determine what direction your marketing will need to take. Should you create an email marketing campaign to your long-term customers? What about improving your follow-up marketing to prospective customers?<br />
<br />
Should you need help with your Internet marketing, feel free to request a consultation to see how ITC’s Internet-based <a href="http://www.getitc.com/solutions/agency_marketing/">insurance agency marketing services</a> and AgencyBuzz can help your agency.<br />
<br />
The following download is provided AS-IS and ITC does not support nor warranty any usage of this document.<br />
<br />
<a href="/images/blog/advanced_retention_report.xlsx">Excel Document - Year by Year Retention Report</a>urn:uuid:411Marketing Tips for LinkedIn - Agency Marketing BlogImprove your digital agency marketing on LinkedIn with these tips.2013-02-18T16:37:26Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000010635155XSmall.jpg" style="width: 250px; height: 166px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />The third social network of what many consider to be the big three, LinkedIn may not be as popular as Facebook or Twitter, but it has its own niche as the social network for business.<br />
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Because it is for business, how you use LinkedIn will differ slightly from how you might use Facebook or Twitter. If you're looking for ways to use LinkedIn to market your agency, there are several things you should be doing that will impact your marketing results from LinkedIn.<br />
<br />
<strong>1. Review and update your profile often</strong><br />
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When was the last time you looked at your LinkedIn profile? If the answer is when you set it up, or you can't remember, it's time to do a profile review. By reviewing and updating your profile every few months, you'll make sure your profile is fresh and up-to-date. Plus, whenever you update your profile, your connections will see it in their newsfeeds, which will help you stay top of mind (as long as you have the featured turned on in your settings). <br />
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Is your profile picture recent? Do you have a profile picture? Take a professional looking photo - by professional I don't mean a professional headshot, I mean a business-appropriate picture - and upload it to your profile so your connections know what you really look like.<br />
<br />
<strong>2. Build a network</strong><br />
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A great way to get found on LinkedIn is to be connected. The more people you're connected with, the more places your profile will show up. Keep in mind that your connections should be people you actually know. But don't let that stop you from increasing those connections.<br />
<br />
You may or may not want to connect with your customers on LinkedIn. You definitely should connect with people who refer business to your agency, people you meet at networking events, and anyone else you work with either on a regular or occasional basis. <br />
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If you are sending the invitation to connect, make sure you personalize it. If it's an old contact, you might remind them of how you met. If it's someone you just met, you could mention what you talked about or ask a question you may have forgotten in that initial conversation. I love this tip because the majority of people just used LinkedIn's standard message without bothering to change. Taking a few seconds to make it unique to the person who you want to connect with will make you memorable.<br />
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My second favorite LinkedIn tip is to send a thank you whether you initiated the connection or the other person did. This will also help to make you memorable to your connection as so few people do it. I've had great conversations with connections that were started because I sent a thank you for connecting message.<br />
<br />
<strong>3. Be active</strong><br />
<br />
Your LinkedIn profile could be robust and up-to-date with relevant information, but it will do you no good unless you are actively participating on LinkedIn. Luckily, being seen on LinkedIn does not require the same amount of time or number of updates that Facebook and Twitter do. Logging into LinkedIn and posting an update two or three times a week will go a long way to making you more visible on the social network.<br />
<br />
Some ideas for how to be more active on LinkedIn:<br />
<ul>
<li>Share interesting news stories or your most recent blog post</li>
<li>Ask a question / answer a question</li>
<li>Comment on or like others' updates - congratulate them on good news, or comment on a story they've posted</li>
<li>Get involved with LinkedIn Groups</li>
</ul>
<strong>4. Endorse others</strong><br />
<br />
Last fall <a href="http://blog.linkedin.com/2012/09/24/introducing-endorsements-give-kudos-with-just-one-click/">LinkedIn introduced a new feature called Endorsements</a>. This allows your connections to endorse you for a skill you've listed in your profile with a single click. Whenever you give or receive an endorsement, it adds an update to your newsfeed for your connections to see. Building up your endorsements can be a powerful way to reinforce your expertise as an insurance agent.<br />
<br />
How do you get endorsements? Check your skill list, and make sure it's up-to-date. Then start endorsing your connections. Most people will endorse you back.<br />
<br />
What's your favorite LinkedIn tip?<br />urn:uuid:4094 Areas to Audit on Your Insurance Website - Agency Marketing BlogRegularly audit your insurance website to identify what areas need to be fixed or updated.2013-02-11T16:47:34Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000013545883XSmall.jpg" style="width: 250px; height: 228px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Your website is your agency online. For some visitors it will be their first impression of your agency. For others it will be their only impression. If your website doesn't function the way it should, that first impression could be one you wish you could do over. A regular audit of your website will help you identify what areas need to be updated as well as what areas may no longer be functioning the way it should.<br />
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Here are the four areas you should review on an annual (or as often as quarterly if you can) basis to make sure your website is updated and working for you the way it should.<br />
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<strong>1. Content</strong><br />
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When things change within your agency, like your phone number, your carriers, your employees, etc., make sure you update the content of your website to reflect these changes. Inspect each page, and take a look at not just the text on your website but the images too. Have a summer-related image on your home page? It looks out of place in February. A regular audit will clue you into these details that need to be changed so your website looks its best and is providing the correct information to visitors.<br />
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<strong>2. Page Load Time</strong><br />
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When your website takes too long to load, visitors are not likely to wait and instead will move onto the next agency without even giving your website a glance. If you're not sure how to tell whether your website is slow to load or not, Google offers a free tool called <a href="https://developers.google.com/speed/pagespeed/insights">PageSpeed Insights</a> where you can plug in your website URL, and it will generate a report with suggestions on how to make your page load faster. If you find a problem, talk with your website provider to starting working on fixing the issue.<br />
<br />
<strong>3. Forms</strong><br />
<br />
Test all the quote request, customer service and contact forms on your website. Don't lose trust or a potential customer because a form doesn't work the way it should. Make sure you test the forms both on a PC and your mobile phone.<br />
<br />
<strong>4. Cross Browser Performance</strong><br />
<br />
Sure most people use Internet Explorer as their default browser, but there are still many people who prefer other browsers like Chrome, Firefox or Safari. As with any area of your website, if your website doesn't work properly or at all in a major browser, you risk losing potential business from anyone who comes across your website while using that particular browser. In addition to checking your website on different browsers, check it on your mobile phone. <a href="http://www.getitc.com/videos/2013/02/07/the-importance-of-mobile">Having a website that works properly on a mobile is very important</a> considering that 90% of U.S. adults have mobile phones and 50% of those phones are smartphones.urn:uuid:408ACORD Form Update (February 2013) - Agency Management BlogWe have updated these ACORD forms in agency management system InsurancePro.2013-02-07T17:44:54Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for InsurancePro users.<br />
<br />
60 TX (2013/01) replaces 2007/05 - Texas Auto Supplement, Consumer Bill of Rights, Personal Automobile Insurance (effective 01-31-2013)<br />
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62 TX (2013/01) replaces 2007/05 - Texas Auto Supplement (Spanish Version), Consumer Bill of Rights, Personal Automobile Insurance (effective 01-31-2013)<br />
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64 DC (2013/01) replaces 2010/11 - Application to District of Columbia Property Insurance Facility for Basic Property Inspection and Insurance Program (effective 01-31-2013)<br />
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64 MD (2013/01) replaces 2010/11 - Maryland Property Insurance Availability Program, Essential Property Insurance Inspection and Placement (effective 01-31-2013)<br />
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65 MD (2013/01) replaces 2010/10 - Maryland Property Insurance Availability Program, Essential Homeowners Insurance Inspection and Placement (effective 01-31-2013)<br />
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66 DC (2013/01) replaces 2010/10 - District of Columbia Property Insurance Facility, Essential Homeowners Insurance Inspection and Placement (effective 01-31-2013)<br />
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66 MD (2013/01) replaces 2010/10 - Maryland Property Insurance Availability Program, Essential Homeowners Insurance Inspection and Placement, Application to Joint Insurance Association - Page 2 (effective 01-31-2013)<br />
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67 DC (2013/01) replaces 2010/10 - District of Columbia Property Insurance Facility, Essential Homeowners Insurance Inspection and Placement, Application to District of Columbia Property Insurance Facility - Page 2 (effective 01-31-2013) <br />
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67 TX (2013/01) replaces 2007/05 - Texas Homeowners and Personal Property Supplement, Consumer Bill of Rights, Homeowners, Dwelling and Renters Insurance (effective 01-31-2013)<br />
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68 TX (2013/01) replaces 2007/05 - Texas Homeowners and Personal Property Supplement (Spanish Version), Consumer Bill of Rights, Homeowners, Dwelling and Renters Insurance (effective 01-31-2013)<br />
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650 (2013/01) replaces 2011/07 - Authorization for the Release of Health Informationurn:uuid:407Operation Agency Success: The Importance of Mobile - ITC VideosLearn why mobile is important and what your mobile insurance website should have.2013-02-07T14:09:48Z2024-03-19T05:52:04Z<iframe height="368" frameborder="0" width="654" src="http://player.vimeo.com/video/59168105?portrait=0&color=ff9933&autoplay=1" style="margin-top: 8px;"><noframes><img alt="" src="/images/blog/11-28-20124-29-16pm.jpg"/></noframes></iframe> <br />
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90% of U.S. adults own a mobile phone, and 50% of those mobile phones are smartphones. This number is continuing to go up. In our latest video, Laird will discuss what makes mobile so important and what your mobile-friendly insurance website should have.<br />
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<span itemprop="articleBody">
<h3 class="subtitle">Video Transcription</h3>
</span><br />
Let's talk about mobile insurance agency websites. Most agencies these days have a website, and if you don't, you know who to contact. But if you do, your website should be really mobile friendly, and when I talk about mobile friendly I talk about that it's easy to use on a mobile device, such as a Smartphone.<br />
<p> One of the things that a mobile friendly website should have is that it should be touch friendly. That way all the navigation could be done in a very touch friendly way. The next thing that you really want to see on this is all the information that you have on your main website just condensed down to a smaller format. The reason for this is a lot of people use mobile devices exclusively, so why not have all the information on your main website as it is on your mobile website.<br />
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The next thing that you should really do on your mobile website is use the newer technology, such as HTML5. HTML5 is the genesis of years of evolution of web browsers and web technologies. With HTML5 you can make a uniform look and feel to your mobile device so that it shows the same on every device out there. So it looks the same on an iPhone or an Android tablet everywhere.<br />
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Another great thing about HTML5 is that it supports animations, and with these animations you can make Flash-like transitions without the use of a Flash plug-in. Where this is important is iPhones and iPads do not support Flash. So if you want to create a highly dynamic presence on your mobile website, you need to use HTML5 and these newer technologies.<br />
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On a mobile website you should limit the amount of entry that is required for the user to contact you. Most users are not going to want to type in a bunch of information on a virtual keyboard. It's cumbersome, especially on a small display. So what I would recommend that you do is limit these to very basic fields, such as first name, last name, email address, phone number, and what line of business they're interested in or what they were looking for on your mobile website.<br />
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This allows customers to quickly input the information, click submit, and get on with their day. That way you have that information, and you can then act upon it by contacting them via online methods or by phone, to really make the mobile web presence a lead generation site. The Insurance Website Builder does all of this for you. It includes an HTML5 friendly mobile site. It includes finger friendly navigation. It includes very limited entry on the forms, allowing customers to quickly and easily use your site.<br />
<br />
In addition, it also includes all the blogs. It includes all the information you have on your main site and condenses it down to that small format for you, all of this at no charge. To learn more about ITC and the<br />
Insurance Website Builder, please visit us at GetITC.com or call us 1-800-383-3482.</p>
<h2 class="subtitle">Articles on Insurance Websites</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2013/02/05/what-is-keyword-research">What is Keyword Research?</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/12/19/5-website-mistakes-to-avoid">5 Website Mistakes to Avoid</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/11/19/getting-photos-for-your-website">Getting Photos for Your Website</a>urn:uuid:406Inbound Marketing vs Outbound Marketing - Agency Marketing BlogInbound marketing is the newest version of marketing. As society moves to more social platforms old marketing strategies are evolving to keep up.2013-02-06T16:50:55Z2024-03-19T05:52:04Z<p>Marketing is changing. Now, I know that’s easy to say, but every day there are more and more studies done on the two different types of marketing. Some people refer to these two types as “new age marketing” and “old marketing.” The proper terms are <strong>inbound</strong> <strong>marketing</strong> and <strong>outbound marketing</strong>.</p>
<p><strong>Inbound Marketing</strong></p>
<p>Inbound marketing is a relatively new term. This type of marketing starts with your website. It is your virtual store front. There are several very important aspects of marketing that go hand in hand with your website: blogging, social media, and content creation. You want to get found by the customers that are looking for you.</p>
<p><strong>Outbound Marketing</strong></p>
<p>I’ll be blunt. Outbound marketing is not as effective as it used to be. Buying TV commercials has a terrible ROI due to the face that 86% of people skip ads. An abundance of people have registered their numbers on “Do Not Call” lists. Almost half of the U.S. population doesn’t open direct mail pieces. This is all due to a fundamental shift in marketing. Consumer behavior is changing as they do not want to be bothered by marketing unless they are the ones to engage the conversation. In other words, consumers don’t want to be found by companies, they want to do the finding.</p>
<p>Here is our weekly Infographic from Voltier Digital. They take a deeper look at the benefits of focusing on an inbound marketing strategy. Let us know your thoughts in the comment section below!<br />
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<img alt="" style="vertical-align: middle;" src="/images/blog/Inbound%20vs%20outbound%20marketing.jpg" /></p>urn:uuid:405What is Keyword Research? - Agency Marketing BlogKeyword research as part of the SEO process for insurance agency marketing is defined.2013-02-05T08:57:05Z2024-03-19T05:52:04Z<a href="http://www.getitc.com/blog/marketing/2012/10/23/10-common-mistakes-that-are-hurting-your-seo"><img alt="" style="width: 250px; height: 188px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/iStock_000011020990XSmall.jpg" />Articles on search engine optimization often talk about keyword research</a> (or keyword analysis). But what exactly is it? <br />
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Keyword research is the process of identifying which keywords or keyword phrases people are likely to use on Google and other search engines when searching insurance.<br />
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The primary goal of Google and other search engines is to provide the most relevant results to a person's search. For example, if you search "insurance websites," Google is not going to include Starbucks in the results because it's not relevant to the keyword phrase of "insurance websites." Search engines look at the words on the pages of your website, and the closer they are to the search performed, the more likely your website will rank well for that search.<br />
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There is no one reason why your website ranks high or low in the results. However, using the right keywords is easy to do, and it definitely can impact where your website shows up in search engine results.<br />
<br />
<strong>How do you do keyword research?</strong><br />
<br />
It's a simple, three-step process.<br />
<br />
<em>1. Brainstorm. </em>Either by yourself, with a team member or trusted colleague who knows your agency, brainstorm a list of keywords you think your ideal customer would use when searching insurance online. A tip: the insurance industry includes some competitive keywords. Try searching just "auto insurance," and you'll see how the big guys dominate that first page of results. You might try focusing on geo-specific keywords like "Dallas car insurance" or niche products. <br />
<br />
<em>2. Test. </em>After you have finished with your list, use a tool like <a href="https://adwords.google.com/o/KeywordTool">Google Adwords Keyword Tool</a> to get an idea of how often your keywords are searched. This step is a must because often what we think will be a popular keyword phrase doesn't always bring enough traffic to make optimizing for that phrase worth it. The keyword tool is free to use and will help you find the words and phrases that are most likely to bring traffic to your website. Also, it will offer suggestions on similar keywords and phrases that may perform better or that can serve as alternatives if there is too much competition for a particular keyword or phrase.<br />
<br />
<em>3. Rewrite.</em> Now that you have your list of keywords to target, start including them in the content of your website. Some good places to put your keywords: page titles, headers, sub-headers, early (and often) in body content, links to other pages of your website. You want to use your keywords often but not too much. Keyword stuffing, high repetition of keywords, is considered a black hat SEO technique, and your website will be penalized by the search engines for it. A good way to avoid keyword stuffing is to re-read what you wrote or have someone else read it. If the content flows and makes logical sense, you are probably good to go.<br />
<br />
<strong>Is it working? </strong><br />
<br />
Higher rankings don't happen immediately. By consistently updating the content of your website through a weekly content tweak or publishing a weekly blog post that includes your keywords, your website's rankings will improve over time. <br />
<br />
To determine if your effort on keywords is working, use your website analytics. What keywords are people using that bring them to your website? Are they using the keywords you're targeting? Also, look at your overall search traffic and the number of leads that come in through your website. If the number of leads is increasing, your efforts are working.urn:uuid:404What is Facebook EdgeRank? - Agency Marketing BlogFacebook EdgeRank is an important aspect to social media marketing that should be integrated into any online marketing plan.2013-02-01T14:47:17Z2024-03-19T05:52:04Z<p>The first thing that someone sees when they log into Facebook is the newsfeed. The newsfeed is compiled of status updates, photos, RSVPs, and many other things. You might think that the newsfeed just updates the most recent posts from all of your friends, pages you like, and promoted ads and pages. Instead, Facebook calls <em>every</em> action that happens an “Edge.” Whenever someone posts a status update, tags a photo, etc., they generate an Edge. Facebook decided to create an algorithm to predict how interesting each story will be to each user. EdgeRank ranks each Edge that is connected to each user and decides how high on his or her newsfeed it should be displayed.</p>
<p> </p>
<p>Here is an infographic from <a href="http://www.moontoast.com">Moon Toast</a> detailing the formula that Facebook created.</p>
<p> </p>
<p><img alt="" src="/images/blog/Facebook%20EdgeRank%20Simple.png" style="width: 650px; height: 569px;" /></p>
<p> </p>
<p><strong>So, Why Does This Matter?</strong></p>
<p> </p>
<p>Well, if you want your agency to reach as many people as possible, this is something that needs to be addressed when planning Facebook strategy. If the EdgeRank on each of your posts is low, then you are not fully utilizing the social media component of your marketing budget. The more someone engages with you, the more likely it is that they will see your next post. All of these factors can really be summed up into one key idea: engagement.</p>
<p> </p>
<p><strong>Engagement</strong></p>
<p> </p>
<p>The key to expanding your reach is through engagement with your fans. Many businesses believe that posting on Facebook means that everyone that Likes their page is going to see the content. This isn’t necessarily true. Since Facebook is real-time you are competing with all of the other people that post around the same time as you. So, let’s say Southwest Airlines has a post that says “Your favorite airline in the WORLD is _____,” and the local municipal airport posts “Enjoy the weather while you can. Rain is coming soon.” You are already fans of both of these. Thousands of Southwest Airlines' fans are going to be inclined to comment on that status while there is a chance no one will comment on the municipal airports because their status isn’t engaging. The chance that you see Southwest Airlines' post is much, much higher than the municipal airport's. If you post something that is funny, insightful, relevant, exciting or (insert here), your fans will be engaged, and that post will have a much higher EdgeRank.</p>
<p> </p>
<p> </p>
<p> </p>
<p> </p>
<p><strong>How Can You Improve Your EdgeRank?</strong></p>
<p>
</p>
<ul>
<li>Post photos and ask for a caption</li>
<li>Create contests that encourage people to comment</li>
<li>Post engaging quotes</li>
<li>Ask users to share their experiences</li>
<li>Offer exclusive discounts or specials</li>
<li>Post when people will see it. Typically between Noon and 3 p.m.</li>
</ul>
<br />
So, now that you know more about Facebook EdgeRank, will you change the way that you post on Facebook? Let us hear your thoughts.
<p> </p>
<p> </p>
<p> </p>urn:uuid:403Improving Conversion Rates with Landing Pages - Agency Marketing BlogUsing landing pages in conjunction with your email marketing could allow you to have higher conversion rates as well as higher engagement rates.2013-01-31T14:17:16Z2024-03-19T05:52:04Z<p>You’re doing well if your subscribers are opening and reading your marketing emails. But, are you losing their interest when they click your call to action saying <em>“Get a Quote Now”</em> or <em>“Get More Information” </em>and they end up on your home page or contact us page? Most likely, the answer is yes. </p>
<p>When you send an email campaign, your call to action should send prospects to a relevant page on your website. Creating landing pages with targeted information could allow you to have higher conversion rates as well as higher engagement rates. </p>
<p>A landing page is a designated page built with the goal of converting traffic into leads. Some <a target="_blank" href="http://caribbeanyachtinsurance.com/">landing pages may have their own URL</a><span style="line-height: 13px;"> </span>which can help your landing page show up in the search engines when someone searches for that keyword or phrase. Others will be a <a target="_blank" href="http://www.awhis.com/business/default.aspx">page within your current website</a> that speaks to a specific product or line of business you offer.</p>
<p>Every targeted email campaign should click through to a designated landing page to make finding more information easy for your readers. Landing pages also help you track through your website analytics how much website traffic your email generated. </p>
<p>When designing your landing page remember that the content should only be relevant to the line of business or product your landing page is focusing on. Try to mirror design elements of your landing pages within your email campaigns so your readers easily see that the landing page is relevant to the subject of your email. You also want to make calls to action on your landing page <a target="_blank" href="http://homeinsuranceroselle.com">prominent and clear so that your readers know what to do next</a>. </p>
<p><a target="_blank" href="http://support.insurancewebsitebuilder.com/support/iwb/?f=142">Creating a new page</a> on your website is easy within your <a target="_blank" href="http://www.getitc.com/products/websites/">Insurance Website Builder</a> console. And if you have <a target="_blank" href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a>, you can easily <a target="_blank" href="http://www.getitc.com/blog/marketing/2012/06/06/agencybuzz-email-tips-and-tricks-webinar-recording#.UQrSK78R4n0">link these pages to button</a><a target="_blank" href="http://www.getitc.com/blog/marketing/2012/06/06/agencybuzz-email-tips-and-tricks-webinar-recording#.UQrSK78R4n0">s</a>, images or text within your marketing emails. Use the split testing feature within your <a target="_blank" href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> account to see the difference between using landing pages for your calls to action vs. linking to just your home page, or contact us page – once you see how well your audience responds, you’ll be creating landing pages for all of your email campaigns.</p>urn:uuid:402Website Smackdown : Insurance Website Builder vs. WordPress - Agency Marketing BlogAre you looking to build your agency website on WordPress? If so, learn more about why you might be heading down the wrong path.2013-01-30T13:14:31Z2024-03-19T05:52:04ZYou have many options for your insurance agency website. A common question agents ask me is whether they should use WordPress (or a similar content management system) for their website or go with a product that is focused on the insurance industry like ITC’s Insurance Website Builder.<br />
<br />
Before we break down the differences between Insurance Website Builder and WordPress, I want to cover a brief history about the Insurance Website Builder system. In 2003 (the first year of WordPress’s initial release), I was developing websites for multiple insurance agencies. I noticed that each website included the exact same features and decided to develop a content management system dedicated to building insurance agency websites. In 2005 after two years of development, we launched Insurance Website Builder.<br />
<br />
From that point, the rest is history. Even though they were developed independently, at the core of both Insurance Website Builder and WordPress is a basic content management system. Each has its own advantages and disadvantages. Let’s break it down.<br />
<br />
<strong>Initial Cost of Ownership</strong><br />
<br />
WordPress is free, right? Not really. First, it requires a webhost to host the website for you (there is a self-hosted version that is much more difficult to stand up), which will cost you anywhere from $4 to $12 a month in hosting. Now that you have a webhost hosting your WordPress platform, you still need a design. Templates for WordPress cost between $75 and $300 on average. The Gold Plan for Insurance Website Builder averages $500 setup and $59.95 per month for hosting and email.
<br />
<em>Advantage</em>: <span style="font-weight: bold; color: #770000;">WordPress</span><br />
<br />
<strong>Design</strong><br />
<br />
Each Insurance Website Builder design is customized for your agency. While you can customize a WordPress site to the same level as an ITC Website, it will cost you a significant amount of time and effort.
<br />
<em>Advantage</em>: <span style="font-weight: bold; color: #007700;">Insurance Website Builder</span><br />
<br />
<strong>Build Out of Basic Insurance Agency Features</strong><br />
<br />
With the above steps, you have a basic WordPress site without any content, forms, formatted blogs, glossaries, employee directories, driving directions, location mapping, and privacy policy. <br />
<br />
I still dabble in HTML development here at ITC to keep my 17 years of web development skills sharp (<a target="_blank" href="http://web.archive.org/web/19961226201614/http://www.turborater.com/">I designed ITC’s first website in September of 1996</a>, don't judge). Out of curiosity I took it upon myself to build a WordPress website that matches the basic features of every Insurance Website Builder site for a multi-line agency. It took me more than 100 hours to create just the basic features and forms, and the forms do not have any of the advanced features like cell phone notification, forwarding, and multiple location routing. They were just basic contact forms. Developing the forms available using Insurance Website Builder manually would take an agency or third-party developer a significant amount of time.
<br />
<em>Advantage</em>: <span style="font-weight: bold; color: #007700;">Insurance Website Builder</span><br />
<br />
<strong>Build Out of Advanced Marketing Features<br />
</strong><br />
Now, I am good at HTML development, but I know there are people better at WordPress than I am. I contacted three well-known WordPress developers, showed them a fully configured Insurance Website Builder website, and asked for a price. By fully configured I included partner pages, free report marketing, full mobile websites, newsletters (with integration into a contact management system), full site search, CAPTCHA security, agency calendars and Acord integration. Each came back with a quote between $10,000 and $22,000 and total development time of three to six months. <br />
<br />
Our Gold Plan includes all of these features on a fully customized website for our aforementioned $500 setup and $59.95 a month… in less than 10 business days.
<br />
<em>Advantage</em>: <span style="font-weight: bold; color: #007700;">Insurance Website Builder</span><br />
<br />
<em>This clearly flips the cost advantage from the first point to Insurance Website Builder.<br />
</em><br />
<strong>Insurance Focus<br />
</strong><br />
We have launched more than 3,000 insurance agency websites since 2005. Additionally, we provide technology for other areas of an agency such as rating and management. We know insurance. We know the pitfalls that every agency website needs to overcome. These include secure forms for E&O (another cost on WordPress), E&O and Department of Insurance approved content, forms, and glossaries. We know the tips and tricks to increase your conversion rate. Should you go at it alone or with a developer unfamiliar with the insurance industry, you could be in trouble.
<br />
<em>Advantage</em>: <span style="font-weight: bold; color: #007700;">Insurance Website Builder</span><br />
<br />
<strong>The X-Factor</strong><br />
<br />
Since Insurance Website Builder was designed as a content management system and not a singular website, ITC has the ability to modify all sites at once should the needs of the insurance or search engine industry change. These include adding new features or modifying the websites to rank better on the search engines. WordPress requires constant tweaking should SEO and industry needs change, most agents do not have the time to do this themselves.
<br />
<em>Advantage</em>: <span style="font-weight: bold; color: #007700;">Insurance Website Builder</span><br />
<br />
<strong>Support</strong><br />
<br />
Imagine calling your web host and saying the following, “I received an action request from the Department of Insurance detailing how our website is not compliant because our license number is not displayed in the first third of the website.” (true story) I assure you they would not realize the gravity of the situation and assign it a top priority.<br />
<br />
ITC supports insurance agents and insurance agents alone so we know how important it is for your website to comply with industry regulations. We have a fully dedicated support team complete with website experts, graphic designers, search experts, pay-per-click experts, and website content writers. We are even here on Saturdays.
<br />
<em>Advantage</em>: <span style="font-weight: bold; color: #007700;">Insurance Website Builder</span><br />
<br />
When it comes to creating insurance agency websites, we know what works, and our customers benefit from that knowledge every day at a price they can afford. If you’re looking at getting a new website or need to upgrade from your current one, contact us for a consultation. We’d love to talk to you about your goals and how we can help you succeed.urn:uuid:401Masters of Marketing: Integrating Your Online and Offline Marketing - Agency Marketing BlogOffline and online marketing strategies need to work hand in hand. Here are some great tips on how to integrate your different marketing strategies. 2013-01-29T11:50:10Z2024-03-19T05:52:04ZThere are a large percentage of agencies who are missing out on the full benefit of their marketing efforts because they are not integrating their offline activities with their online presence. <br />
<br />
We've compiled some tips to help you integrate your online and offline marketing to ensure you get the full benefit of both marketing strategies. <br />
<br />
<iframe width="500" height="375" frameborder="0" src="//player.vimeo.com/video/74235258"></iframe>
<p>Masters of Marketing -- Integrating Your Online and Offline Marketing from <a href="http://vimeo.com/getitc">Insurance Technologies Corp.</a> on <a href="https://vimeo.com">Vimeo</a>.</p>urn:uuid:400Why You Should Inventory Your Digital Agency Marketing - Agency Marketing BlogTips on how to conduct a digital marketing inventory to improve your insurance agency marketing.2013-01-29T09:38:12Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/benchmarking.jpg" style="float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Once a year you should take an inventory of your digital marketing resources, assets, and anything else you use to connect with your customers online. This inventory will help you determine what works for your agency, what doesn't and what areas may need more attention and effort to get it working the way it should. The more complete your inventory, the better you will be able to understand your resources and make strategic decisions about your digital agency marketing.<br />
<br />
When conducting your digital marketing inventory, check all of your domain names, social media profiles and email marketing to make sure they are completed with current, accurate information. It's easy when busy with the daily tasks of running an agency to forget to update your website or social media profiles when something changes. Failing to do so can become a problem in two ways:<br />
<br />
1. Any incorrect information in your digital marketing resources will frustrate prospects who are trying to connect with you online. If it is difficult to contact you, they are not going to take the time to figure out what is the correct information. They're just going to move on to your competition without hesitation.<br />
<br />
2. Your digital marketing resources are meant to work for you by raising awareness of your brand, building relationships, and generating leads. If these tools have incorrect information or are outdated, they're not doing their job, and you're wasting the investment you've made in them.<br />
<br />
At least once a year (twice would be better, quarterly would be best), make a list of all your domain names, social media profiles and email marketing campaigns, even the ones you are not actively using, and ask yourself these questions.<br />
<br />
<strong>Domain Names</strong><br />
<ul>
<li>Is each domain name (if you have more than one) still relevant to your agency?</li>
<li>What are these domain names connected to?</li>
<li>Does each domain name bring customers where they are supposed to? For example, if it is a landing page, is it bringing in the specific traffic it was designed for?</li>
<li>Does each domain name have up-to-date information and graphics?</li>
</ul>
<strong>Social Media Profiles</strong><br />
<ul>
<li>Does each profile include the correct contact and website information?</li>
<li>Is each profile being updated consistently? If not, how can you make a focused effort to improve it? </li>
<li>Are you maintaining a dormant account so you have control of the name in case you decide to start using it in the future? If so, does it have all the correct information and point to the right website?</li>
<li>Does your profile image and other profile photos - like a Facebook cover photo - match the visual branding from your website?</li>
<li>Have any employees left your agency but still have access to your social media profiles as admins? </li>
</ul>
<strong>Email Marketing</strong><br />
<ul>
<li>Is your contact list up-to-date? Are you adding new leads, prospects and customers as they come in or is it time to add them to your lists?</li>
<li>Are email addresses for current customers bouncing? Is someone contacting those customers asking for a current email address?</li>
<li>Which emails had the best click through rates? </li>
<li>What messages got the most response and why? How can you repeat that success?</li>
<li>Are you sending your newsletters consistently? Do your customers find them helpful? If not, what content can you add so that they do?</li>
<li>Do your newsletters match the visual branding established by your website?</li>
</ul>
The goal of a digital marketing inventory is to identify areas that need attention, make sure your branding is consistent across all of your resources and keep your resources working for you. By doing a regular inventory, you will be able to make strategic decisions about your digital agency marketing for months to come.urn:uuid:399Removing Unnecessary Toolbars Can Improve Your Internet Speed - Agency Rating BlogSlow Internet speed equates to a slow producer. Keep your browsers clean of unneeded and often harmful toolbars.2013-01-25T12:48:09Z2024-03-19T05:52:04ZToday’s agency relies heavily on the Internet in order to perform day-to-day operations. Whether obtaining a quote through <a href="http://www.getitc.com/products/rating/" target="_blank">TurboRater</a>, checking a policy’s status in an agency management system or processing an endorsement on the carrier’s website, the fact is that the speed and reliability of the Internet connection can have a significant impact on the ability of agency employees to do their jobs. This is why it is important for agency owners and their IT personnel to make sure the Internet is performing at its best. <br />
<br />
One problem area that can severely impact Internet speed we often see with our agents is having <a href="http://www.getitc.com/emailmarketing/images/Toolbars/TooManyToolbars.jpg" target="_blank">unnecessary toolbars</a> installed on the browser. Extra toolbars not only decrease the viewing space, but more often than not, they can negatively impact the performance of your Internet connection. Many of these toolbars can contain spyware, malware, and adware, which run processes on your computer unbeknownst to you. These processes consume resources on your computer, therefore, inhibiting your computer and Internet speed. <br />
<br />
So where do these unwanted toolbars come from? How do they just magically appear on your computer from out of nowhere? Oftentimes, they are included when people download and install free software. As most parents teach their children, “There is no such thing as a free lunch.” Oftentimes, these free programs are used to trick someone into installing unwanted toolbars, which were designed specifically to monitor, track, and report your Internet usage back to the originator. What exactly these programs are tracking, why they are tracking it, and why they found it necessary to sneak these processes onto your computer is enough to make anyone nervous. However, considering the impact these toolbars can have on your employees’ performance because of the decrease in Internet speed they cause is reason enough to get rid of them.<br />
<br />
There are also legitimate programs that come pre-packaged with unwanted toolbars. Many people have become accustomed to just clicking Next > Next > Next and not taking the time to read the setup screens for the software they are installing. By doing so, people miss the opportunity to opt out of these toolbars. For example, <a href="http://www.getitc.com/emailmarketing/images/Toolbars/JavaUpdate.jpg" target="_blank">Java updates</a> come by default with the option to install a Yahoo! Toolbar. While this particular toolbar isn’t spyware, it still is an extra toolbar that takes up real estate and therefore limits your viewing area.<br />urn:uuid:397A Hit Parade of Twitter Mistakes - Agency Marketing BlogThe ten mistakes to avoid when using Twitter as part of your insurance agency marketing plan.2013-01-22T09:10:22Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 171px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" src="/images/blog/iStock_000020516026XSmall.jpg" />If you're new to using social media for business and still trying to figure out how Twitter works, you can easily end up spending too much time on the social network. It's also easy to make mistakes that could cost you followers.<br />
<br />
To help you avoid the awkward learning phase and start building a Twitter following, I've put together this hit parade of Twitter mistakes to avoid.<br />
<br />
<strong>10. Tweet Length</strong><br />
<br />
A tweet must be 140 characters or less. Does that mean it's okay to use all 140 characters in every tweet? Actually, no. If you want your followers to share, or re-tweet, your tweets, you need to leave them some space so they can add their own commentary. An occasional 140-character tweet is okay, but aiming for 120 characters will leave room for your followers to add a comment, @mention or hashtag if they wanted.<br />
<br />
<strong>9. Scheduling Tweets</strong><br />
<br />
Many <a href="https://www.getitc.com/products/leadmanagement/">social media management tools</a> allow you to schedule tweets. Scheduling tweets ahead of time can make social media much easier to manage. It allows you to make sure you are regularly sharing content without having to spend too much of your day on social media. <br />
<br />
I schedule some of our tweets so I can focus on other projects throughout the day, but I don't schedule tweets more than a day or two in advance because if you rely too much on it, your profile will look like it is managed by a robot instead of a person. You may be using Twitter for business purposes, but your Twitter followers want to know there is a person controlling your account so if they have ask a question or comment on Twitter, they are more likely to get an answer.<br />
<br />
So schedule a few tweets but make sure you are logging in a few times a day and responding to @mentions or other tweets from your followers. This shouldn't take longer than 10 minutes at a time and will go a long way toward making sure your followers know that you are actively listening and open to conversation on Twitter.<br />
<br />
<strong>8. Bait and Switch Links</strong><br />
<br />
It's not only frustrating to see an interesting tweet, click the link and then realize you've been taken to an unrelated page, but many people see it as dishonest and misleading. I know any time this has happened to me, if I don't immediately unfollow the accounts, I am definitely far less likely to click on any link they tweet in the future. Don't hurt your online reputation with the old bait and switch. Write interesting tweets that are related to the link you're sending and will pique the interest of your followers.<br />
<br />
<strong>7. General Questions</strong><br />
<br />
Questions are a great way to start conversations on Twitter. But unless you've got an active following that engages with you regularly, you are not likely to get answers to general questions like "How's your day?" Think about your Twitter strategy. Are you keeping your tweets professional or mixing in a bit of personal tidbits? Ask questions that fit your strategy. Also, compose your tweets in a way that will encourage people to respond. For example, "It's National Ice Cream Day! What's your favorite flavor? We're having mint chocolate chip today."<br />
<br />
<strong>6. Hashtag Overload</strong><br />
<br />
Hashtags are a great way to get your tweets found by new followers and participate in an ongoing Twitter conversation. However, too many hashtags are not only distracting but will also make your tweet look like spam. Don't stuff your tweet with hashtags. Pick one or two that are related to your tweet, and put them at the end.<br />
<br />
<strong>5. Retweeting Mentions of Your Agency</strong><br />
<br />
It can be very exciting when someone first mentions your agency on Twitter, especially if it was an unsolicited mention. Resist the urge to retweet that mention so all of your followers can see it. Instead reply and thank the person who mentioned you and move on. If you really think your followers would be interested in the content or link of that mention, make sure your retweet includes a thank you to the person who mentioned you.<br />
<br />
<strong>4. Repeating Tweets</strong><br />
<br />
The fast pace of Twitter can make it a more interesting social network than Facebook or LinkedIn. However, this fast pace can mean your tweets may be missed by a large number of your followers. To help their tweets be seen by more followers, many brands will repeat tweets throughout the day. Moderation is key because repeat your tweets too often, and followers will start to ignore and then unfollow you. Keep your repeat tweets to a handful of times spread out over a couple days. <br />
<strong><br />
3. Retweeting Yourself</strong><br />
<br />
<a href="http://www.getitc.com/blog/marketing/2013/01/03/9-mistakes-to-avoid-making-on-facebook">Similar to liking your own posts on Facebook</a> is the Twitter mistake of retweeting yourself. It is safe to assume that people will know you're proud of what you tweet. There is no reason to retweet yourself. If you want to repeat a tweet so people who may have missed it the first time will see it, don't take the easy way out. Write a new description or reword the content.<br />
<br />
<strong>2. Inconsistent Tweeting</strong><br />
<br />
If you're not consistently tweeting, you might as well shut down your Twitter account. By consistently tweeting I mean at least a couple posts a day. It's expected that your activity on Twitter will go up when you are running a contest or promoting an event. However, when you're not so busy with promotions, you still need to maintain a Twitter presence. It doesn't have to be as active as those busy times but keeping a regular posting schedule is good for when you do need to promote an event or contest as your followers will be more likely to help you by sharing your news.<br />
<br />
And the number one mistake you can make on Twitter...<br />
<br />
<strong>1. Constant Self-Promotion<br />
</strong><br />
If the only content you tweet is about your agency, it will be very difficult to get new followers, let alone keep them. Yes, tweet about your agency. Share that blog post or video you made. Tweet your unique selling proposition. It's okay to do so, but again, moderation is key. <a href="https://www.getitc.com/blog/marketing/2012/06/18/dont-know-what-to-tweet-11-ideas-for-when-you-have-writers-block">Aim for a ratio of 1:10</a> where for every tweet that is self-promotional, the next 10 tweets are about other topics. Mix in tweets about community events or news, useful information or safety tips. If it's part of your strategy, include personal tidbits about you and others at your agency. Those personal tidbits will really help people feel connected to your agency and therefore more likely to buy from you in the future.<br />
<br />
What would you add to this list?urn:uuid:396ACORD Forms Have Been Updated - Agency Management BlogWe have updated these ACORD forms in agency management system InsurancePro2013-01-21T16:57:52Z2024-03-19T05:52:04ZWe have updated the below ACORD forms for InsurancePro users. You now have access to the latest form changes published by ACORD on January 3, 2013.<br />
<br />
133 (2012/12) replaces 2012/04 - Workers Compensation Insurance Plan Assigned Risk Section (effective 12-11-2012)<br />
<br />
61 RI (2012/12) replaces 4/95 - Rhode Island Auto Supplement, Uninsured/Underinsured Motorist Bodily Injury Coverage (effective 12-19-2012)<br />
<br />
90 AL (2013/02) replaces 2010/11 - Alabama Personal Auto Application (effective 2-1-2013)<br />
<br />
90 VT (2013/01) replaces 2011/05 - Vermont Personal Auto Application (effective 1-1-2013)<br />
<br />
137 AL (2013/02) replaces 2010/11 - Alabama Commercial Auto, Coverages / Limits Section (effective 2-1-2013)<br />
<br />
138 AL (2013/02) replaces 2012/04 - Alabama Garage and Dealers, Coverages / Limits Section (effective 2-1-2013)<br />
<br />
171 GA (2013/01) replaces 2001/03 - Georgia State Board of Workers' Compensation, Notice of Election or Rejection of Workers' Compensation Coverage (effective 1-1-2013)<br />
<br />
220 FL (2012/12) replaces 2003/08 - Citizens Property Insurance Corporation, Commercial - Residential Wind Only (Citizens revised 7/2012)<br />
<br />
290 AL (2013/02) replaces 2010/11 - Alabama Personal Auto Application Section (effective 2-1-2013)<br />
<br />
290 VT (2013/01) replaces 2011/05 - Vermont Personal Auto Application Section (effective 1-1-2013)<br />
<br />
861 FL (2013/01) is new - Florida Auto Supplement, Notification of Personal Injury Protection Benefits (effective 1-1-2013)urn:uuid:771Nevada General Insurance Company Partners with Multico to Release New Point-of-Sale Portal - Agency Rating BlogGeneral Insurance Company and Multico Rating Systems have released a new insurance Point-of-Sale solution.2013-01-15T10:31:00Z2024-03-19T05:52:04Z<img src="/images/blog/multico/NevadaGen-270x118.jpg" alt="Nevada General" longdesc="Nevada General" style="float: right; margin: 5px;" />
<p><strong>LAS VEGAS, Nevada. – January 15, 2013</strong> –Nevada General Insurance Company – Nevada’s largest domiciled auto insurance company, and Multico Rating Systems, a leading provider of software and services to the insurance industry – have released a new insurance Point-of-Sale (POS) solution using Multico’s netPOSitive® product. The introduction of the new POS system provides an efficient process for appointed agents to rate and submit new business, while empowering consumers with the added convenience of pricing and applying for coverage online- 24 hours a day.</p>
<p>Nevada General Insurance chose Multico’s POS solution to replace its current rating and submission process to improve the ease of doing business for its appointed agents and shorten policy issuance cycle times. The new POS system boasts powerful new automation and validation tools, a complete forms library and integration to Nevada General’s policy administration system. Rate generation has also been tailored to support the carrier’s unique product offering by allowing users to rate Automobile, Motorcycle, and Recreational Vehicles together on a single policy.</p>
<p>“Multico’s netPOSitive® solution moves us to the next level in ease of doing business,” said Jim Schallert, President at Nevada General Insurance Company. “Streamlining our rating and new business submission tools with a solid platform and a proven vendor made it an easy decision for us to select Multico. Their insurance knowledge and professionalism gave us confidence that we would get a high quality, scalable product, and they delivered on that promise.”</p>
<p>The consumer-facing version of the POS system guides the user through the quote workflow using a more simplified interview process. The quote engine gives consumers the ability to easily enter their information one time, compare coverages, and buy a policy online on Nevada General’s agency website. At their option, consumers can also request an agent to contact them or call to speak to a representative.</p>
<p>“Multico’s netPOSitive platform provides consumers with a convenient rating and submission tool that allows them to be more comfortable with the quoting process and more likely to take action,” said Ted Venter, VP of Products and Marketing at Nevada General Insurance Company. “We’ve already seen a significant rise in the number of policies written in just the first few weeks of implementation.”</p>
<p>Charles Anderson, President of Multico Rating Systems also commented on the roll-out of the new Point-of Sale System.“Nevada General’s implementation of Multico’s netPOSitive® point-of sale system is an outstanding example of a visionary company supplying optimal tools for their agency force to write business. We’re proud to work with a company as innovative and progressive as Nevada General Insurance Company.”</p>
<p><strong>About Nevada General Insurance Company</strong><br />
Nevada General Insurance Company, a subsidiary of Enumclaw Insurance Group, is Nevada’s largest domiciled auto insurance company. Headquartered in Las Vegas, Nevada, Nevada General markets its products through its captive agency, Auto Insurance America. The agency has grown to become one of the largest in the specialty auto insurance market. Today, Nevada General underwrites auto, motorcycle and RV insurance policies in Arizona, New Mexico, and Nevada through 16 Auto Insurance America offices and AutoInsurance America.com. More information can be found at<a href="http://www.multico.com/company/www.nvgeneral.com"><span style="text-decoration: underline;">www.nvgeneral.com</span></a>.</p>
<p><strong>About Multico Rating Systems</strong><br />
Multico Rating Systems, headquartered in Seattle, Washington has been a pioneer in the insurance software industry since 1986. Multico specializes in point of sale systems for insurance carriers and premium comparison and consumer access quoting for independent agents. More information can be found at <a href="http://www.multico.com/company/www.multico.com"><span style="text-decoration: underline;">www.multico.com</span></a>.</p>urn:uuid:395Questions to Ask Yourself Before You Hit Publish on Your Next Blog Post - Agency Marketing BlogTo improve your blogging, ask yourself these nine questions before you publish your next blog post on your insurance website.2013-01-15T09:24:45Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/blogging.png" style="width: 250px; height: 229px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Have you started blogging?<br />
<br />
Whether you've been blogging for years or are thinking about finally giving it the old college try this year, there are a few questions you should ask yourself before you publish each post you write.<br />
<br />
<strong>1. What am I trying to say? Did I say it clearly?</strong><br />
<br />
The length of the average consumer's attention span is 140 characters. So if you take too long to get to your point, you are going to lose your audience. Write your first draft and then edit and cut anything that isn't necessary or furthering your point.<br />
<br />
<strong>2. Is my post useful?</strong><br />
<br />
You could write a blog post about your dog, but will your customers care? What does your dog have to do with insurance? Will he help your readers reduce their risk or save money on their insurance? Consider whether your customers will find your post useful and why they might share it.<br />
<br />
<strong>3. Will my title grab attention?</strong><br />
<br />
Often many consumers will only see the headline of your blog post. That title needs to grab their attention and make them so curious they have to click to read more. Ask yourself if your grandmother, neighbor or friend saw your headline, would they be interested enough to click to read the full blog post.<br />
<br />
<strong>4. Are my spelling and grammar correct?</strong><br />
<br />
Misspelled words and incorrect grammar can turn an otherwise great blog post into a post that will hurt your credibility. Take the time to read your post over before publishing it so you can catch those errors before someone else does.<br />
<br />
<strong>5. Did I cite my sources?<br />
</strong><br />
Stealing content is never a good idea. If someone's else blog post inspired yours, link to it and let the original blogger know. More than likely, he or she will share your blog post boosting traffic to your website. <br />
<br />
<strong>6. Did I write a similar post I should link to?<br />
</strong><br />
As you write more and more blog posts, chances are you will revisit various topics. As you write more posts, link back to your older posts on a similar or related topic. This will introduce your older posts to those who are new to your website while keeping them on your website longer as they continue to click.<br />
<br />
<strong>7. Did I add a visual point of interest?</strong><br />
<br />
Add visuals to your blog posts to help break up the text. Pictures and graphs are popular visuals that will help enhance your post. Plus, when you share your post, most social networks like Facebook and Google+ will pull the image and share that with your link. And visuals receive more engagement on social media than just text or links.<br />
<br />
<strong>8. What do I want my audience to do? Did I tell them?</strong><br />
<br />
Do you want your audience to call you? Comment on your post? Share it on social media? Make sure you tell them at the end of the post. By prompting them to do something, you will most likely start a conversation.<br />
<br />
<strong>9. Am I ready to publish now?</strong><br />
<br />
Many times I like to write my blog posts and then leave them alone for a day or afternoon. Then before I publish, I read through it again keeping in mind all the questions above. This helps me catch mistakes as well as make sure my message is clear. <br />
<br />
What do you ask yourself before you publish a blog post?<br />urn:uuid:394Using distribution lists for email marketing? You’re doing it wrong - Agency Marketing BlogAre you using distribution lists in your email marketing? If so take a look at how you can improve your effectiveness through list segmentation.2013-01-10T16:19:16Z2024-03-19T05:52:04ZRecently, I talked with a prospective (now) customer about how many distribution lists <a href="/products/leadmanagement/">AgencyBuzz </a>supports. I asked about his current email marketing strategy and why a large amount of mailing lists was important to him. What he said shocked me. He had a distribution list for almost everything: auto prospects, home prospects, auto customers, home customers, auto lost, home lost (these were repeated for each line of business his agency offered), age groups, cities, primary agents, referral sources, and many more. I admire his organization as many agencies that do email marketing do not even categorize their lists and simply send untargeted, mass email blasts.<br />
<br />
However, this setup can cause long-term problems. Each time a contact changes status, someone has to manually move the contact from one list to another. This manual list maintenance is time consuming and can be an error-prone strategy. I want to suggest a better way.<br />
<br />
<strong>
Auto Segmentation</strong><br />
<br />
Segmenting your contact list based upon data and metrics within the account records. allows you to send targeted mailings to a subset of your entire list without having to manage them in multiple distribution lists. Here are some of the best segmentations that are given to you in any state-of-the-art email marketing system.
<blockquote><em>
Birthday & Age</em><br />
With a contact’s birthday, you can not only send birthday greetings, but you can also segment contacts by age to target them based on demographic needs. As an example, you can now send a mailing on long-term care insurance to all contacts within your system that are between the ages of 50 and 60.<br />
<br />
<em>
Agency Contact & Location</em><br />
Does your agency have multiple agents and/or locations? If so, segmenting your lists by the contact’s primary agent or location allows you to send targeted mailings such as office closings, new employees or direct touch communications that solidify the agent/customer relationship.<br />
<br />
<em>
Referral Source</em><br />
Did you get a lot of leads from a special community event that your agency sponsored? Segment your contacts based upon referral source. Send them emails about how it was great to meet them at the event reminding them how fun and awesome your agency is. Then next year send another email inviting them to this year’s bigger and better event and, asking them to invite their friends.<br />
<br />
<em>
Location</em><br />
Categorize your lists according to distances from a certain ZIP code so you can send hyper –targeted mailings about events that are going on within your customers’ specific neighborhoods. Community events, road and school closures and other helpful local information engage readers and strengthen your relationships with people in your community.<br />
<br />
<em>
Carrier</em><br />
Ever have a carrier stop offering a program that many of your customers have purchased? Have commission terms changed? Send your customers updated carrier information, and let them know you can offer something better if they’re interested. <br />
<br />
<em>
Line of Business</em><br />
This segment can take the most time to manage when using distribution lists. AgencyBuzz, however, makes it easy to move clients from one relationship status within a line of business to another, reducing the chance of errors from copying contacts from one list to another. Simply select the new relationship status for the line of business, and you are done. In this easy-to-use section, you can manage this contact’s status within an unlimited number of product lines. <br />
<br />
<img alt="" src="/images/blog/ABDrops.png" style="width: 361px; height: 282px;" /><br />
<br />
<em>
Cross Sell</em><br />
The above section makes it easy to create cross sell segmentations as well. For example, just tell the system to send a drip marketing campaign to all contacts who are homeowner customers but not a prospect or customer of automobile.</blockquote>
There are many other ways that you can segment your lists, such as hobbies, newsletter interests, SIC Codes, anniversary dates, employer, and policy expiration dates (xDate). <br />
<br />
Segmentations are only limited by your marketing system or the data that it contains. If your data and system allow it, you could theoretically send an email to all motorcycle owners between the ages of 30 and 40 with families who do not have a life insurance policy with you. <br />
<br />
I really had a hard time thinking of a situation where you would need to place contacts within a distribution list. The best one I came up with is if you offered a specialized newsletter that catered to a specific hobby or personal interest.<br />
<br />
I hope that you now take a new look at how a reliance on distribution lists may limit your ability to properly target your contacts with meaningful communication. Many of the segmentations and features above are already included within AgencyBuzz. To learn more, feel free to <a href="/products/leadmanagement/webinar.aspx">contact us today</a>.<br />
<br />
Oh yeah, AgencyBuzz also supports unlimited distribution lists, both public and private.urn:uuid:393Operation Agency Success: AgencyBuzz and Email Marketing for Insurance - ITC VideosLearn more about how insurance agency marketing system AgencyBuzz helps agents with their email marketing.2013-01-09T12:50:12Z2024-03-19T05:52:04Z<iframe height="368" frameborder="0" width="654" src="http://player.vimeo.com/video/57082094?color=ff9933&portrait=0&badge=0&autoplay=1" style="margin-top: 8px;"></iframe><br />
<br />
Insurance agents who use email marketing can improve their close rate by relying on automation features like drip emails to follow up on a prospect. Join Laird Rixford and Jennifer Fitzsimmons as they talk about AgencyBuzz and how it can help improve your email marketing.<br />
<br />
<h2 class="subtitle"><span itemprop="articleBody">
<h3 class="subtitle">Video Transcription</h3>
</span></h2>
<p>Let's talk about AgencyBuzz and insurance email marketing. Let me introduce you to Jennifer. She's the lead on our AgencyBuzz email marketing software. Email marketing is great because what it does is it allows you to keep in the forefront of your customer's and prospect's minds. It allows you to send drip email campaigns to them with very stylized and wonderful looking emails.<br />
<br />
So how does AgencyBuzz do this for you? Well, first of all, it allows you to send drip campaigns on a regular schedule, based upon what line of business and what prospect status they are. For example, if you had an auto lead come in. If you don't close that lead in the first seven days, there's not a high likelihood that you're going to get the business.<br />
<br />
So what AgencyBuzz does is it sends one or two, maybe three, emails during that first week and also sends you a reminder saying, "Hey, call these people and make sure they're following up on a quote." If after that you have not won the business, then AgencyBuzz can send an email five months later saying, "Hey, just checking in" because a lot of policies are six month based, and it allows you another opportunity to gain back that business. Finally, you can send another one six months later after that, so you're always constantly in the forefront of someone's mind.<br />
<br />
Another great example, in my opinion, is life insurance. I know that a lot of life insurance agents give up quite a bit. It's a tiresome, cumbersome process to close life insurance prospects. So how does AgencyBuzz help that? You can send an email once or twice a month for the next two years all on an automated fashion.<br />
<br />
The next thing is that AgencyBuzz had a lot of great built-in content. It has built-in content, built-in designs that are really well done that's going to allow you to quickly create emails that can go out for your agency. In addition, AgencyBuzz allows you to send text messages. So you can send an email to a prospect and then three emails later send a text message so you're engaging them on multiple platforms. Email marketing will do wonders for your agency. It allows you to consistently send emails to your customers, keeping you and your agency in the forefront of their minds.<br />
<br />
In conclusion, AgencyBuzz can help your agency deliver an effective email marketing campaign. Studies have shown that email marketing has the highest ROI of any marketing tactic. So why are you not using it for your agency? If you combine AgencyBuzz with your agency website and all of the other products that can help automate the marketing of your agency, your agency will succeed.<br />
<br />
To learn more about ITC and the AgencyBuzz product, contact us at<br />
GetITC.com or give us a call at 800-383-3482. Email me!</p>
<h2 class="subtitle">Articles on Email Marketing</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2012/09/12/email-marketing-and-the-art-of-war">Email Marketing and the Art of War</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/11/20/email-marketing-mistakes-small-businesses-make">Email Marketing Mistakes Small Businesses Make</a><br />
<a href="http://www.getitc.com/blog/marketing/2013/01/08/marketing-smackdown-email-vs-text-messaging">Marketing Smackdown: Email vs. Text Messaging</a>urn:uuid:772MSB and Multico Rating Systems Create Once and Done Homeowners Transactions - Agency Rating BlogMSB and Multico Rating Systems have entered into a partnership agreement to provide Multico-Online™ clients with the integration of pre-filled property data.2013-01-09T10:34:00Z2024-03-19T05:52:04Z<img src="/images/blog/multico/MSB-e1392103847451-270x87.jpg" alt="MSB" longdesc="MSB" style="float: right; margin: 5px;" /><strong>Milwaukee, WI</strong> (January 9, 2013) – Marshall & Swift/Boeckh (“MSB”), the leading provider of building cost data and estimating technology to the property insurance industry, and Multico Rating Systems, Inc., a leading provider of innovative software to the insurance industry, have entered into a partnership agreement to provide Multico-Online™ clients with the seamless integration of pre-filled property data using MSB’s Residential Component Technology™ (RCT). Utilizing this technology, Multico-Online now enables real-time “once and done” Insurance to Value (ITV) processing to improve speed and workflow efficiencies, leading to greater productivity and increased revenue opportunities for agents and carriers.<br />
<br />
<strong>For Agents, this means:</strong><br />
• Faster, more accurate homeowners quotes<br />
• Fewer data entry errors<br />
<br />
<strong>For Carriers, this means:</strong><br />
• More quotes<br />
• Better business<br />
<br />
With this innovative solution, Multico-Online will pre fill building characteristics and other information needed for completion of homeowners insurance applications using MSB’s InterChange™ service. Then, utilizing MSB’s new Grand Central Express™ (GCX) web-hosted network, valuation requests will be simultaneously routed to multiple carriers on MSB web -hosted sites (RCT Express™ sites) for that agent.<br />
<br />
“MSB is committed to solving some of the biggest challenges facing agents writing homeowners business in the marketplace today,” says Jerry Fox, MSB’s Vice President of Agency Operations. “With our InterChange and GCX services, the ITV process is truly a real-time transaction. Combining Multico-Online and MSB’s web-hosted network significantly enhances the rating process by expediting quoting and reducing duplicate entry errors. This is a real win-win situation for Multico’s clients and the carrier network using RCT Express.”<br />
<br />
“This new integration adds tremendous value to our customers’ workflow, enabling a much more seamless interview process through Multico-Online’s homeowners rating component,” said Charles Anderson, President of Multico Rating Systems. “The ability to receive Insurance to Value data from MSB will dramatically streamline the rating process by improving the speed and accuracy of homeowners rate generation.”<br />
<br />
<strong>About Multico Rating Systems </strong><br />
Multico Rating Systems, headquartered in Seattle, Washington, has been a pioneer in the insurance software industry since 1986. Multico specializes in point-of-sale systems for insurance carriers and premium comparison and consumer access quoting for independent agents. More information can be found at <a href="http://www.multico.com/company/www.multico.com">www.multico.com</a>.<br />
<br />
<strong>About Marshall & Swift/Boeckh</strong><br />
Marshall & Swift/Boeckh (MSB), a Decision Insight Information Group company, is the leading provider of building cost information, residential and commercial analytics solutions and book of business management services for the property insurance companies, financial services organizations and government entities. MSB offers the industry’s most extensive and validated underwriting and claims property data. Throughout their eight decades of experience, they have compiled a strong track record of consistently developing innovative property solutions, analyzing our clients’ operations and providing them with the assistance needed to dramatically improve their business results. This track record continues today as they serve as the hub for all of their clients’ property needs and work tirelessly to help them maximize their profitability and achieve a competitive advantage. More information can be found at <a href="http://www.multico.com/company/www.msbinfo.com">www.msbinfo.com</a>.urn:uuid:391Marketing Smackdown: Email vs. Text Messaging - Agency Marketing BlogComparing email and text messaging, which is the better channel for insurance agency marketing?2013-01-08T17:40:17Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/email-marketing.jpg" style="width: 250px; height: 250px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />Some people are saying email marketing is dead. That it's being replaced by text messaging. And to a certain extent, they may be right. But I also think they're wrong, and here's why.<br />
<br />
You need an email address for pretty much everything on the Internet today, from signing up for Facebook to purchasing something online. This is not going to change any time soon. As long as people have email addresses, email marketing will have a place in the digital agency marketing mix. Not every email you send will be read, but by consistently being in consumer's inboxes, you are more likely to get noticed.<br />
<br />
(On a quick side note, <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a>, our email marketing software, has an engagement rate - meaning people are clicking in the emails they receive - of 24%. Doesn't sound to me like email marketing is dead.)<br />
<br />
Yes, text messaging has become extremely popular, especially among the Millennial generation as that is their preferred method of communication. Any good marketing consultant will tell you that you need to be where your customers are. That communicating with them through their preferred methods will increase the engagement and response you get. So it is logical to think that marketing via text messaging is a good idea.<br />
<br />
But you need to be careful. Why? Spam.<br />
<br />
Consumers have become increasingly wary and intolerant of marketing messages they don't want. Many will not hesitate to unsubscribe from your messages (whether you use email or text) or worse, report you as spam. Especially text messaging. (Anytime I get a marketing text I didn't sign up for, I immediately unsubscribe.) So how do you avoid being reported as spam? It's all in the content.<br />
<br />
If every message you send, email or text, is about you and why someone should buy a policy from your agency, you are not going to have a good response rate and will more likely be reported for spam. However, if you provide something of value, people will be more open to receiving your messages. The challenge in insurance is that you can't exactly offer a discount on their policy to keep them interested, but you can provide them with helpful information.<br />
<br />
For email you can share a wide variety of articles depending on the line of business you are promoting like tips on how to lower insurance premiums, how to report a claim or mitigate a risk, explanations of the less understood parts of insurance, and frequently asked questions.<br />
<br />
Text messages need to be shorter. I would recommend sticking to reminders when payment is due or when policies are up for renewal. Another great time to use text messaging to communicate with your customers is when a disaster is approaching your area. Sending a reminder of how to visit your website for information on preparing for the expected disaster or how to report a claim afterward would be seen as extremely helpful.<br />
<br />
The best tip when deciding whether or not to send a marketing campaign is to think about how you would receive such information. If you don't like to receive an advertisement via text, don't send one to your customers or prospects. <br />
<br />
Both email and text messaging have a place in the marketing mix, but the content you send through those channels must be seen as valuable for email and text messaging to have marketing value to your agency.<br />urn:uuid:3899 Mistakes to Avoid Making on Facebook - Agency Marketing BlogDigital agency marketing tip: nine mistakes on Facebook that may be driving followers away.2013-01-03T09:11:58Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000019997508XSmall.jpg" style="width: 250px; height: 177px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />You've decided to use Facebook as a way to connect and engage with your customers online. There are many great things you can do on Facebook: share a side of your agency your customers don't normally get to see, connect with your business partners in a new way by liking their pages, share your insurance knowledge and expertise.<br />
<br />
However, there are some things to avoid doing as you might actually drive followers away.<br />
<br />
<strong>1. Using a personal profile as a business page.</strong><br />
<br />
It might seem simpler to use a personal profile instead of a business page, but it's actually a huge mistake. By using a personal profile, you're not allowing your customers to Like or interact with you on Facebook. You're also missing out on some great features that are only available to business pages like analytics, fan likes and better advertising. Plus, Facebook can shut your page down for assigning it to the wrong category. It happens. If you're using a personal profile as your agency's page, <a href="https://www.facebook.com/pages/create.php?migrate">you can migrate it</a>. <br />
<br />
<strong>2. Having an incomplete profile.</strong><br />
<br />
Not completing a Facebook profile might not seem like a big deal (As long as I have my website listed, people can just go there to get the information, right?) but can actually hurt you more than you think. People will come to your Facebook profile looking for specific information, like your phone number or an address, and you need to provide them with the information they seek instead of forcing them to another website. Some people will not take the extra steps and go somewhere else to get their questions answered. Others will but they won't be happy about it, which they will not view as good customer service. So take the few extra minutes and fill your profile out completely.<br />
<br />
<strong>3. Sharing posts with no interest in engagement.</strong><br />
<br />
I've said it before, and I'll say it again: <a href="http://www.getitc.com/blog/marketing/2012/09/17/8-reasons-why-social-media-isnt-working-for-you">social media is not a broadcast channel</a>. It is about engaging with your followers and having two-way conversations. Nowhere is this more important than Facebook, because if you have too many posts that your followers are not engaging with, Facebook will stop showing your updates in people's feeds. Facebook does not want to perpetuate spammy Pages, and one of the ways they determine if a Page is spam is whether or not people are engaging with that Page's updates. Share updates with the goal to get people to like and comment on your posts. Ask questions to start conversations.<br />
<br />
<strong>4. Ignoring comments.</strong><br />
<br />
Far worse than using Facebook as a broadcast channel is ignoring any comments or questions people put on your posts or on your Wall. Because by ignoring comments, you are telling your followers that you are only on Facebook because it's the cool thing to do and you're not interested in building relationships with them. If a customer walked into your office with a question, you wouldn't ignore her and take care of other tasks. The same goes for Facebook.<br />
<br />
<strong>5. Keeping spam.</strong><br />
<br />
Your Facebook page is part of your online brand. You have a responsibility to monitor it like you do your own website. Delete the spam comments. Don't allow people to harass others. It is perfectly okay to remove those comments and posts that are spam or intentionally hurtful to others.<br />
<br />
<strong>6. Overlooking Insights</strong><br />
<br />
One perk to using a business page instead of a personal profile for your agency is the free analytics on your followers. With Facebook Insights you can get data like how many people are seeing your page, which posts receive more interaction, where your followers are located, etc. You can export this data to a spreadsheet for your own use and benchmarking. Don't ignore the data that is available to you. Use it to better understand your followers and what they like so you can share updates and information that will receive greater engagement.<br />
<br />
<strong>7. Having a bad avatar.</strong><br />
<br />
More often than not, once people like your Facebook Page, they'll only see your updates in their feeds so the only way they'll be able to associate those updates with your agency is by your avatar. If it's not recognizable, you are missing out on an opportunity to further your brand on Facebook. You will probably need to scale your logo so it is Facebook-friendly, by which I mean it will work as a square.<br />
<br />
<strong>8. Liking your own posts.</strong><br />
<br />
People will know you like your post. You shared it. Do not hit the like button as your followers will begin to think you have no idea what you're doing on Facebook.<br />
<br />
<strong>9. Using hashtags.</strong><br />
<br />
Speaking of making your followers think you have no idea what you're doing on Facebook, hashtags are for Twitter. They belong on Twitter, not on Facebook.<br />
<br />
What mistakes do you see other companies making on Facebook?urn:uuid:3882013 Predictions – Insurance Agency Marketing - Agency Marketing BlogA look at ITC's predictions regarding insurance agency marketing in 2013.2012-12-31T23:59:00Z2024-03-19T05:52:04ZIn 2012, ITC continued our pledge of helping insurance agents grow and succeed with their agencies through constant upgrades to our products: <a href="/blog/marketing/2012/12/28/looking-back-at-insurance-website-builder-in-2012">Insurance Website Builder</a>, <a href="/blog/marketing/2012/12/28/agencybuzz-creating-more-buzz-for-your-agency-in-2012">AgencyBuzz</a>, <a href="/blog/rating/2012/12/27/a-look-back-turborater-enhancements-in-2012">TurboRater</a>, and <a href="/blog/management/2012/12/31/a-look-back-insurancepro-enhancements-in-2012">InsurancePro</a>. Now, the New Year is upon us, and I am looking forward to the great things we can accomplish together in 2013. Let’s explore my predictions regarding insurance agency marketing in 2013.<br />
<br />
<strong>
Collapse of the Offline-Only Agent</strong><br />
<br />
Each year, comScore publishes the Online Auto Insurance Survey, which details the research and purchasing habits of automobile policy shoppers. For the past couple of years, the percentage of shoppers that researched their new policy online prior to purchasing has stayed relatively steady in the low 70s. I expect this trend will not change. However, what will change is that agencies will need to invest more in their online marketing strategies to capture and convert these online shoppers. Direct writers are also <a href="/blog/marketing/2012/11/06/search-engine-marketing-for-the-everyday-insurance-agent-part-1">spending an ever increasing amount on online advertising</a> as they have determined that the return on their investment justifies the expenditure.<br />
<br />
Therefore, agencies that are not investing a significant portion of their marketing budgets in online avenues will no longer be able to compete with other agencies and carriers that have chosen to invest in their online presence.<br />
<br />
<strong>
Consolidation of Smaller Agencies</strong><br />
<br />
This trend has been ongoing for a while now, and in 2013, it will accelerate. These larger combined agencies will have bigger marketing budgets that will enable them to spend significantly more on online advertising, just as the direct writers have done.
However, and this is the beauty of online marketing, with a well-designed and executed online marketing plan that includes <a href="/solutions/agency_marketing/social_media/">social media</a>, <a href="/solutions/agency_marketing/search_engine_optimization/">search engine optimization</a>, <a href="/blog/marketing/2012/11/08/search-engine-marketing-for-the-everyday-insurance-agent-part-2">search engine marketing</a> and <a href="/products/leadmanagement/">email marketing</a>, smaller, independent agencies can reach online shoppers with a presence that rivals the largest agencies.<br />
<br />
<strong>
Changes to Search Engine Behavior</strong><br />
<br />
<a href="http://www.google.com/about/company/" target="_blank">Visit Google’s About Us</a> page, and you will find the statement “Google's mission is to organize the world's information and make it universally accessible and useful.” clearly emblazoned across the top. In 2011 and 2012, we saw Google make significant strides to fulfill this mission by launching multiple algorithm updates (Panda, Penguin, EMD) whose purpose was to promote fresh, unique content while penalizing sites that were designed to just rank high on the results page.<br />
<br />
In 2013, Google, Bing, Yahoo and social media properties such as Facebook, LinkedIn and Twitter will continue to embrace content and websites that are organized, accessible and useful. Let’s explore how you can make your online presence meet these needs.
<blockquote><em>
Organized<br />
</em><br />
Search engines and social media sites are really just a collection of data from elsewhere on the web, i.e., your website. This data includes locations, agency hours, agents and employees, products, content authors and reviews. Therefore, your site must notate these important elements in a computer readable format. To meet this need, the major players agreed to use <a href="http://schema.org" target="_blank">schema.org</a> as the recommended format. Once your website has been updated with the microdata, you will start to see your listings come alive. An example where this can be powerful is with reviews of your company.<br />
<br />
<img alt="" src="/images/blog/review_google_listing.png" style="display: block; margin: 0px auto;" />
<br />
Notice how that is a lot better than just a basic listing? Another way search engines and social media sites are moving towards better organization is through the requirement of an identity being placed upon the content that you have created. By claiming ownership of your content, websites such as Google are able to confirm the identity of the person posting the content. By confirming the identity, Google is able to organize it accordingly and treat it as useful. The same microdata discussed above is used to tie your identity to your content. Here is a recent <a href="/blog/marketing/2012/12/14/creating-a-partner-page-the-right-way">blog post</a> I wrote and how it shows up in Google’s results.<br />
<br />
<img alt="" src="/images/blog/blog_google_listing.png" style="display: block; margin: 0px auto;" />
<br />
The Insurance Website Builder system automatically includes microdata for items such as blogs, locations, and reviews. We will continue to add more microdata as new entities become available.<br />
<br />
<em>
Accessible<br />
</em><br />
You no longer have to be at your computer to look up something. Smartphones, tablets, laptops and ubiquitous Wi-Fi have enabled businesses the ability to reach their customers while they are on the go. For years now, I have been talking about how the mobile revolution is upon the insurance industry, and you must make your presence accessible to these devices. In June of 2011 to meet this need, <a href="/release/2011/06/27/insurance-website-builder-now-includes-mobile-websites">we launched free mobile websites for all of our customers</a>.<br />
<br />
The revolution is over. Welcome to the new regime. Mobility is king. Your mobile presence should be just as powerful as your desktop experience. <br />
<br />
<img alt="" src="/images/blog/MobileVsDesktopBy2015.gif" style="width: 550px; height: 358px; display: block; margin: 0px auto;" />
<div style="font-size: 0.8em; margin-left: 15px;">Source : <a href="http://www.biakelsey.com/company/press-releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp">Mobile Local Search Volume Will Surpass Desktop Local Search in 2015, According to BIA/Kelsey</a></div>
<br />
Everything that is on your main website should be available on your mobile website. This includes quoting, blogs, contact information, and other marketing methods. These features need to be easily accessible to the search engines as well as because they will be indexing these resources so mobile users can find you.<br />
<br />
<em>
Useful and unique content<br />
</em><br />
<a href="/blog/tag/content/">Nothing new here</a>. By <a href="/videos/2012/11/07/content-is-king">providing fresh and unique content</a> for the search engines and your visitors to consume, your website will become a useful resource on the web.
</blockquote>
<strong>
Integration and Automation of Marketing</strong><br />
<br />
The key to success in 2013 is combing all of the items discussed above within an <a href="/products/leadmanagement/">integrated marketing system</a> that can help your agency succeed without breaking the bank. Your <a href="/products/websites/">website</a> should work with your rating system. Your <a href="/products/rating/">rating</a> system should work with your <a href="/products/leadmanagement/">customer engagement system</a> (e-mail, text message, and workflow management). Your engagement system needs to work with your <a href="/products/management/">agency management system</a>. All of these integrations need to work automatically from start to finish. This is <a href="http://player.vimeo.com/video/56128033?api=1&portrait=0&badge=0&color=ff9933" class="fancybox-media" target="_blank">where ITC can help</a>.<br />
<br />
In 2013 I am looking forward to seeing your agency grow, and ITC would be happy to help you along the way. Happy New Year in…3…2…1…urn:uuid:387A Look Back: InsurancePro Enhancements in 2012 - Agency Management BlogA recap of the major enhancements and new features that were added to agency management system InsurancePro in 2012.2012-12-31T10:50:05Z2024-03-19T05:52:04Z2012 was a great year for InsurancePro. Let's take a look back at what the year has meant for the cornerstone of hundreds of agencies across the country. <br />
<br />
In addition to taking care of some of those pesky bugs, here are some of the enhancements to InsurancePro from this year:<br />
<br />
<ul>
<li>Added cross sell reports for users to be able to easily identify sales opportunities with existing customers</li>
<li>Increased control over currently logged in users with the ability to remotely log users off </li>
<li>Added a built-in ACORD form viewer, which allows for fast delivery of ACORD form updates, has an easy-to-use interface, and allows for quick transformations to file formats easily used by clients and carriers </li>
<li>Added payments processing allowing you to reconcile payments with carrier reports </li>
<li>Added integration with AgencyBuzz so agencies can benefit from the marketing strengths of AgencyBuzz and the management strengths of InsurancePro</li>
</ul>urn:uuid:386AgencyBuzz, Creating More Buzz for Your Agency in 2012 - Agency Marketing BlogThe growing list of features that help AgencyBuzz grow your agency.2012-12-28T13:06:00Z2024-03-19T05:52:04ZThe AgencyBuzz online marketing system saw some phenomenal new features get released in 2012. These features are helping AgencyBuzz become the central online marketing tool for agents nationwide. Let’s take a look at the great features that were added to AgencyBuzz in 2012 and what you have to look forward to in 2013.<blockquote>
<strong>Updated Mailing Statistics</strong><br />
The statistics for mailings and events have been updated to display quick glance graphs and calculated metrics for open rate, click through rate, unique open rate, unique click through rate, bounce rate and unsubscribe rate. All pretty numbers for your inner marketing guru to review and identify areas of your email marketing that are working and areas that should be changed or adjusted.<br />
<br />
<strong>Predictive Sending</strong><br />
We are creatures of habit. We eat the same favorite food in our favorite booth in our favorite restaurant. This also applies to when we open and read our email. We have a favorite time of the day that we open our inbox and clean it up. AgencyBuzz analyzes this behavior and determines the best time to send an email to your contacts. For example, a customer of yours might open his inbox every day at 9 a.m. when he gets to the office. AgencyBuzz recognizes this behavior and will start sending your email to this contact 5 minutes to 9 a.m. thus insuring that your message is at the top of his list when he opens his inbox. These metrics are collected and refined for each individual contact over multiple mailings.<br />
<br />
<em><span style="text-decoration: underline;">Since introducing this feature we have seen a 21% increase in the open rate of mailings sent by AgencyBuzz.</span></em><br />
<br />
<strong>A/B Performance Mailings (aka Split Test)</strong><br />
Our A/B performance mailing allows you to compare the effectiveness of two or more versions of the same email to determine which version has a better response or conversion rate. This has been implemented before in other systems; however, what makes AgencyBuzz unique is that once a winner has been determined based upon open rate or click through rate the system will send the remaining un-contacted recipients the highest performing mailing. No more having to go back in and start the winner.<br />
<br />
<strong>BuzzScore</strong><br />
AgencyBuzz provides scores for your leads so you can more accurately determine a lead's temperature, whether hot, warm or cold. This score is based on several factors: How long since the prospect was entered into the system without converting to a client? Is a prospect opening your emails? Is a prospect clicking in an email? Have you entered any notes in the prospect’s record, for example if they visited the office or called?<br />
<br />
In addition to this score, AgencyBuzz provides a trend direction that signals which customers are trending and to which direction they are leaning.<br />
<br />
<strong>Social Media Application</strong><br />
Now you can manage multiple social media profiles from within AgencyBuzz. Through this application you are able to do the following:
<ul class="ulstyle-bullets">
<li>Post to your Facebook, Twitter, and LinkedIn account simultaneously or individually</li>
<li>View the news feeds for multiple accounts</li>
<li>Set up alerts and monitoring for engagement of your social media accounts</li>
<li>Schedule posts in advance and edit a post after it has been scheduled</li>
<li>Set up automatic responses to different types of engagement</li>
<li>View Twitter lists for easier tracking and responding to tweets</li>
<li>Engage followers by responding to mentions and comments within the system</li>
<li>Share insurance-related posts from the built-in content library, which is updated monthly</li>
</ul>
<strong>Automated Telephone Alerts</strong><br />
AgencyBuzz now includes automated telephone alerts that you can use as part of your customer service and retention efforts. You can record one message and set up AgencyBuzz to automatically call all customers when a disaster occurs with claim information or notify customers when a payment is due or a policy cancels.<br />
<br />
<strong>Predefined Newsletter Subscriptions for Platinum Insurance Website Builder Customers</strong>
<br />
We know that not all agencies offer all lines of business. So pre-made insurance newsletters are not always one size fits all. That is why we allow you to choose from a list of pre-developed newsletters for the different lines of business. These include general personal liability (auto and home), employee benefits, high risk auto, life, health, financial planning, and commercial business insurance. You also have the ability to tailor the newsletters for that special message you want to regularly deliver. Of course you always have final control and approval of the mailings that go out with the system.</blockquote>
All of these features are great, but we are not done yet. In 2013 we will be adding forward to a friend, enhanced pipeline reporting, surveys, and some other really cool super-secret awesome features. But that is another blog entry.<br />
<br />
We thank you for being a valued customer in 2012 and look forward to seeing you grow with AgencyBuzz in 2013.urn:uuid:384Looking Back at Insurance Website Builder in 2012 - Agency Marketing BlogA look back at how Insurance Website Builder grew with your agency in 2012.2012-12-28T10:53:01Z2024-03-19T05:52:04ZOne of the advantages of using the Insurance Website Builder online marketing system is the fact that our users receive new features and upgrades automatically. This is done in the background without requiring agents to modify or re-upload their website files to their hosts. In addition to the introduction of new features, Insurance Website Builder automatically updates the sitemap.xml file that notifies the search engines. With this automatic update, we normally see that Insurance Website Builder websites are re-indexed almost daily by the search bots.<br />
<br />
So let us take a look at what we have added in 2012.
<blockquote>
<strong>Partner Pages</strong><br />
Partner and trusted professional pages were added late this year to assist agents in building relationships with local partners that will drive new leads to both parties. Read more about how Insurance Website Builder allows you to <a href="/blog/marketing/2012/12/14/creating-a-partner-page-the-right-way">create a partner page the right way</a>.<br />
<br />
<strong>Site Search</strong><br />
Even websites that have clear navigation can have pages buried within that are not easily accessible. Therefore, we <a href="/blog/marketing/2012/10/17/insurance-website-builder-introduces-site-search">introduced site search</a> to allow your visitors the ability to find these hidden pages. How Insurance Website Builder implements site search is unique. We index your website with the same crawling methodologies that the search engines use. This means that by optimizing your website for the search engines, you are also optimizing it for site search. <a href="/products/websites/features/site-search">Site search</a> is included in every Insurance Website Builder plan at no additional cost.<br />
<br />
<strong>Ratings & Reviews on Testimonials</strong><br />
The Insurance Website Builder system has included a testimonial console for some time now. In 2012 we improved this feature so your customers can leave feedback and a 5-star rating directly on your website. <br />
<br />
<strong>Updated Blog Format <br />
</strong>
The Insurance Website Builder team constantly monitors trends in the industry and implements them accordingly. One of the areas where we saw possible improvement was within the formatting of the blog. Once we launched our new blog format, we saw an immediate increase of readership and click-through to news stories.<br />
<br />
<strong>Larger Email Boxes</strong><br />
We started the year with 500MB email boxes and ended the year with 2GB email boxes. This increase was greatly appreciated by our customers.<br />
<br />
<strong>Secure All Forms</strong><br />
One perk of being focused on insurance is that we know the challenges you face every day. These include complicated rules and regulations such as a requirement of many E&O policies that states all forms, no matter how minor, requires SSL encryption. While the Insurance Website Builder system has always included a built-in SSL certificate, we have recently added the ability to secure all forms on your site with SSL simply by checking a single checkbox.<br />
<br />
<strong>Event Calendar</strong><br />
An agency engaged with its community will have a calendar of events showing when, where and what the agency is doing within the community as well as other important events. To help the advertising of these events, the Insurance Website Builder system includes an event calendar to quickly and easily notify your visitors of the opportunities to engage with your agency.<br />
<br />
<strong>Secure File Upload</strong><br />
The Insurance Website Builder system has had the ability to add customized forms for almost three years now. One of the often-requested features is the ability to allow the upload of files by your website visitors. Now your customers can upload lists of employees, vehicles or other important information to your website.<br />
<br />
<strong>Hundreds of SEO Tweaks</strong><br />
Sometimes the less visible changes can have the largest impact. We are constantly tweaking Insurance Website Builder so our customers’ websites and pages can outperform any website. These changes include forcing all lower case URLs, duplicate title and description tag detection and removal, site layouts, microdata and duplicate content detection.
</blockquote>
Our own customers have suggested the majority of the items we added in 2012. This is the x-factor that ITC and Insurance Website Builder bring to the industry: you ask, we listen AND act. We have received numerous great suggestions, and many are being worked on. However, we are always looking for more. If you have any ideas that you would like to see make it into the Insurance Website Builder system in 2013, please feel free to leave them in the comments below.<br />
<br />
Finally, I would like to thank each one of our customers. Without you, none of this would be possible. Here is to the continued success and growth of your agency in 2013, Happy New Year.urn:uuid:385Masters of Marketing - Search Engine Success: Videos - Agency Marketing BlogHow video can help with the SEO of your insurance website.2012-12-27T16:00:00Z2024-03-19T05:52:04ZThis month's Masters of Marketing webinar discussed how videos can help your insurance agency marketing, including how they can help improve with your SEO when embedded on your website. <br />
<br />
The next Masters of Marketing webinar is scheduled for Thursday, January 24th at 12 p.m. CST. You can follow us on <a href="http://www.facebook.com/InsuranceWebsiteBuilder">Facebook</a> or <a href="https://twitter.com/InsWebBuilder">Twitter</a> where we'll announce next month's topic. If you want to join us next month, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can register here</a>.<br />
<br />
<iframe width="500" height="375" frameborder="0" src="//player.vimeo.com/video/74235260"></iframe>
<p>Masters of Marketing -- Videos from <a href="http://vimeo.com/getitc">Insurance Technologies Corp.</a> on <a href="https://vimeo.com">Vimeo</a>.</p>urn:uuid:383A Look Back: TurboRater Enhancements in 2012 - Agency Rating BlogA recap of the major enhancements and new features that were added to comparative rater TurboRater in 2012.2012-12-27T15:26:18Z2024-03-19T05:52:04ZThere have been many changes to TurboRater in 2012. Here's a recap of the major enhancements added to make TurboRater even better this year.<br />
<br />
<strong>General Enhancements</strong><br />
<ul>
<li>Redesigned the TurboRater interface incorporating ITC's new colors and logo</li>
<li>Added <a href="http://www.getitc.com/blog/rating/2012/08/06/itc-announces-beta-version-of-performance-reports-in-turborater">Performance Reports</a>: producer's performance, locations performance, quote analysis, <a href="http://www.getitc.com/blog/rating/2012/11/13/are-your-producers-asking-the-questions">data entry quality reports</a></li>
<li>Launched agency report cards, which include a summary of the week's quoting activity and are emailed to agency principals weekly</li>
<li><a href="http://www.getitc.com/blog/rating/2012/10/18/new-enhancements-to-turborater">Integrated with AgencyBuzz</a>, our insurance agency marketing system, for automated drip email marketing to follow up on quotes</li>
<li><a href="http://www.getitc.com/blog/rating/2012/10/18/new-enhancements-to-turborater">Improved the speed</a> of TurboRater significantly</li>
<li>Enhanced security</li>
<a href="http://www.getitc.com/products/rating/company_list.aspx">
<li>Added 37 new auto companies and 14 new home companies</li>
</a>
<li><a href="http://www.getitc.com/release/2012/12/04/itc-releases-turborater-in-new-mexico">Launched TurboRater in Arizona and New Mexico</a></li>
<li>Added new entry: Contact Method</li>
<li>Added ACORD forms: Cancellation Request, Agent Record of Change</li>
<li>Added features and functionalities needed for franchise operations</li>
<li><a href="http://www.getitc.com/release/2012/11/27/itc-turborater-first-rater-to-be-compatible-with-windows-8">Certified for Windows 8</a> and Internet Explorer 10 compatibility</li>
</ul>
<br />
<strong>Auto Rating</strong><br />
<ul>
<li>Added combined coverage (Illinois only)</li>
<li><a href="http://www.getitc.com/blog/rating/2012/11/14/sell-more-auto-policies-in-less-time-with-turboraters-prefill-function">Added prefill functionality</a>: address, date of birth, license numbers and vehicle information (Texas only)</li>
<li>Added ACORD form SR22</li>
</ul>
<br />
<strong>Home Rating</strong><br />
<ul>
<li>Released home rating in Arkansas, Arizona, Colorado, Illinois, Indiana, Oklahoma, Texas and Wisconsin</li>
<li>Added satellite view function to give top view of homes being quoted</li>
<li>Added address validation</li>
<li>Added protection code lookup</li>
</ul>
<strong><br />
TurboRater for Websites</strong><br />
<ul>
<li>Released complete <a href="http://www.getitc.com/release/2012/05/01/itc-updates-changes-website-rater-name-to-turborater-for-websites">redesign of TurboRater for Websites</a></li>
<li>Released mobile version of TurboRater for Websites, which provides a better user experience for consumers looking for insurance quotes on smartphones and tablets</li>
<li>Increased number of competitive quotes that can be displayed up to three </li>
</ul>urn:uuid:3805 Website Mistakes to Avoid - Agency Marketing BlogWhen creating or updating an insurance website, avoid these mistakes 2012-12-19T09:09:34Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000013545883XSmall_thumb.jpg" style="float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />If you're thinking about updating your current insurance website, or getting your first website, in the new year, there are some mistakes you definitely want to avoid.<br />
<br />
<strong>1. Forgetting the mobile version of your website</strong><br />
<br />
Smartphones are becoming increasingly popular as more and more people use them to search and browse the Internet. Most people when looking at websites on their phones are looking to make a specific action immediately, whether it's to call you, find directions to your office, file a claim or get a quote. If your website does not have a mobile version, your mobile visitors will become very frustrated, and you could potentially miss out on what would have been a sale.<br />
<br />
<strong>2. Hard to find contact information</strong><br />
<br />
Have you ever visited a website looking for a phone number but the only way to contact the business was through a contact form? Frustrating, right? Display your phone number prominently on your website. (For our agents, we like to put the phone number at the very top of every page of their insurance websites.) Make your social media buttons easy to find. On your contact page, have a form but also include the other ways a visitor can contact you.<br />
<br />
<strong>3. Stale or boring content</strong><br />
<br />
It is important to make your website visually appealing so that your visitors will want to stick around (and the design is definitely the fun part of building a website), but the content is just as important if not more important than how your website looks. This is because search engines can't see how your website looks. They can only see what it says, and they use your content to decide whether or not to display your website in the results. If your content doesn't ever change, or it's not relevant to the keywords you're targeting, the search engines won't show your website and you won't get any traffic.<br />
<br />
<strong>4. Keyword stuffing</strong><br />
<br />
While optimizing your website for the search engines, you might be tempted to cram a bunch of keywords into the content of your website. Do not do not do not stuff your content with keywords. Search engines are really smart at detecting when you use black hat SEO techniques and will penalize your website for using them.<br />
<br />
<strong>5. No calls to action</strong><br />
<br />
When someone comes to your website, what do you want them to do? You need to tell them what that is. By not providing calls to action, your website could be creating confusion because your visitors aren't sure where to go.<br />
<br />
If a new website or updating your current website is part of your marketing plan for 2013, we've got a holiday special you might be interested in. Give us a call at (800) 383-3482 for more information, but hurry because our special ends on January 2nd.urn:uuid:379Save Time with Prefilled ACORD Forms - Agency Management BlogWhen you use agency management system InsurancePro's prefilled ACORD forms, you will save time and eliminate many mistakes.2012-12-17T16:45:34Z2024-03-19T05:52:04ZIf your agency uses ACORD forms, and you’re not familiar with the prefilled ACORD forms available in InsurancePro, you’re missing out on features that may help your agency save time and prevent errors. ITC keeps the InsurancePro up to date with the latest available ACORD Forms and also keeps older forms available for use should your relationships require the use of older forms.<br />
<br />
ACORD addresses the use of old forms by stating that forms are updated in many cases to ensure compliance with new laws. <a href="http://www.acord.org/about/NewsCenter/news/Pages/20121114_forms.aspx">A recent article published by ACORD</a> provides information on changes to ACORD forms in the coming year.<br />
<br />
With InsurancePro, most ACORD forms are prefilled with information. You can easily email PDF versions of the form or print them. InsurancePro allows you to quickly navigate through the list of hundreds of forms with filters and sorting. Check out the InsurancePro FAQ for more information regarding prefilled ACORD form functionality in InsurancePro.<br />
<br />
<a href="http://www.itcdataservices.com/support/IP6FAQ/?f=139">http://www.itcdataservices.com/support/IP6FAQ/?f=139</a><br />
<a href="http://www.itcdataservices.com/support/IP6FAQ/afmmain.aspx?faqid=179">http://www.itcdataservices.com/support/IP6FAQ/afmmain.aspx?faqid=179</a>urn:uuid:378Creating a Partner Page the Right Way - Agency Marketing BlogHow to develop a marketing focused partner page that delivers leads while building partner relationships.2012-12-14T09:25:56Z2024-03-19T05:52:04ZOver the years, I have seen multiple interpretations of partner or trusted professional pages. Most of them get the point across but they are more often than not just a list of partners and some contact information. While this satisfies the need, simple lists do not draw people in, and providing only basic contact info does not build a measurable partnership between an agency and their partners.<br />
<br />
So when I set out to design partner pages for the Insurance Website Builder system, I had a few goals in mind. Here we go:<br />
<br />
<strong>
Designed with marketing in mind</strong><br />
<br />
As I mentioned before most partner pages are simple lists or a table of partner logos. I wanted to make the partner pages within our websites really stand out. To do this we added custom photos for each of our 2,100 pre-defined partner categories. As you can see below this really makes the category listing cards more organized and visually appealing. Additionally, the cards will display up to two partners for each category in a rotating manner. This assures that each of your partners gets a spot on the first page.
<br />
<br />
<img alt="" src="/images/blog/partpage.png" style="width: 95%; margin: 0px 15px;" /><br />
<br />
The visitor could then directly click on the name of a company to go to their dedicated partner page. Or, they could click on the category title and view all partners for that category.<br />
<br />
<img alt="" src="/images/blog/catpage.png" style="width: 95%; margin: 0px 15px;" /><br />
<br />
Now on the category page you will see further details about the partners. This includes a brief description, logo, physical address and phone number. The page also includes a map showing where the partners are located so the visitor may choose a vendor that is closest to them. The major components of a great website are flow and presentation. The above process flow is familiar to anyone who has ever used a web directory or phonebook and the presentation of the informational partner cards creates eye-candy for the visitor.<br />
<p><strong>Generate leads while building partnerships</strong></p>
Partners have their own dedicated partner page. Each page contains more information about the partner, including full contact info, website links, social media profile links, full description, driving directions and a lead generation form.<br />
<br />
<img alt="" src="/images/blog/fullpagepartner.png" style="width: 95%; margin: 0px 15px;" /><br />
<br />
The lead generation form is an important part of building a partnership with the selected vendor. All of the partner pages I have come across simply link the visitor to the partner’s website. The problem with this is that you do not know whom your website has referred to the partner. By including a lead generation form, you can request that the visitor fill out their contact information. Once completed, the Insurance Website Builder system will send an email from the agent to the partner detailing the contact request. This reinforces the relationship between the two companies because your website is actively providing the partner with leads. Hopefully, your partner will recognize the effort you have made and return the favor.<br />
<br />
When setting up a partner, you can instruct the system to display the partner’s page in three modes: full contact details and lead form; no contact details and a lead form; or full contact details and no lead form. This allows you to control how you want leads to flow to your partner. You can also select whether to send the customer to your partner’s website or your own confirmation page after the form has been submitted.<br />
<br />
<strong>
Make it search engine friendly</strong><br />
<br />
In addition to providing a great flow and attractive eye-candy to the visitor, your partner pages need to include “0 and 1” candy to the search engines. Therefore, each partner and category page has been optimized for the search engines. This optimization includes dynamic and unique title and description tags, sitemap.xml inclusion, as well as a keyword rich web address. From the examples above you can see how the web addresses are descriptive.<br />
<br />
<a href="http://www.freedemowebsite.com/partners/web_site_developers ">http://www.freedemowebsite.com/partners/web_site_developers </a><br />
<a href="http://www.freedemowebsite.com/partners/web_site_developers/insurance_website_builder ">http://www.freedemowebsite.com/partners/web_site_developers/insurance_website_builder </a><br />
<br />
If you have been following our blog, you are no doubt putting in a lot of effort into building your web presence. One of the goals that I have talked about is <a href="/blog/marketing/2012/10/29/earning-backlinks-vs-building-them">earning links vs. building them</a>. Partner pages are a great way to earn a reciprocal link to your website. Make sure your partners place a full partner page on their websites complete with a full description of your agency (<a href="/videos/2012/11/07/content-is-king">content relevancy</a> anyone? ).<br />
<br />
As you rise in the search engine results, you may start ranking locally for some of the keywords found on your partner pages. Should you get traffic to your one of your partner pages from a visitor that has never interacted with your agency, then that visitor would also become a lead for your agency. As with all of the lead generating forms on your Insurance Website Builder website, submissions through your partner lead form will also auto-insert into <a href="/products/leadmanagement/">AgencyBuzz</a>.<br />
<br />
<strong>
Make it easy</strong><br />
<br />
The final goal that we strived for was to make adding partners to the system easy. Within our administration console, simply select the partner’s category, input the partners name, contact information (website, phone, address, and social media), description, optional image, and click the Add Partner button. The system will do the rest. No more fiddling with HTML pages, or cumbersome interfaces to create a partner page that has all of the features that comes built in every Gold and Platinum level Insurance Website Builder website.<br />
<br />
For current customers these features are available for you to use right now. If you would like to learn more about how the Insurance Website Builder system is the framework for your agencies online success, <a href="/solutions/agency_marketing/consultation/">request your free consultation</a>.urn:uuid:376Q&A on Increasing Visibility and Awareness for Your New ITC Website - Agency Marketing BlogTips on how to increase visibilty and awareness for an insurance website2012-12-12T19:00:44Z2024-03-19T05:52:04ZQ: Now that I have my new <a name="ITC website">ITC website</a>, what is the next step for me to provide offsite visibility and exposure?<br />
<br />
A: Make sure that you add your new website to all the following: <br />
<ul>
<li>Agency business cards </li>
<li>Agency letterhead </li>
<li>Agency flyers </li>
<li>Agency brochures </li>
<li>Advertising, including print, tv, radio, billboards, etc.</li>
<li><a name="AgencyBuzz">AgencyBuzz</a> newsletters, and/or any email marketing initiatives you use</li>
<li>Invoices and/or billing statements </li>
<li>Your voicemail </li>
<li>Any place your company is listed: online directory listings, business correspondence, etc.</li>
</ul>
Spreading the word about your new website will lead to more traffic.<br />
<ul>
<li>Friends and family </li>
<li>Colleagues </li>
<li>Referral partnerships (You can use the Partner module in the Insurance Website Builder admin console)</li>
<li>Strategic alliances </li>
<li>Seminars you hold or sponsor</li>
<li>Strategic partner presentations or lectures</li>
<li>When
you let your prospective clients know about your website, it ingrains
the idea that you are trustworthy, credible, and in business for the
long-term. </li>
<li>Use your website as a marketing tool to structure strategic partnerships and/or referral partners. </li>
<li>Keep it dynamic… static websites are a turnoff to search engines and visitors.</li>
<li>Remember that FRESH content is the best content!</li>
</ul>urn:uuid:3744 Tips for Building Relationships on Social Media - Agency Marketing BlogThe most important use for social media is building relationships. Try these 4 tips to make your insurance agency's social media efforts meaningful.2012-12-12T12:23:08Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000010635155XSmall_thumb.jpg" style="float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Social media has many uses: driving traffic to your website, promoting your agency and services, sharing insurance information and knowledge, and increasing your online visibility. However, my favorite use for social media is building relationships.<br />
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Getting more followers can be exciting. But if you're not having meaningful conversations with your followers and building relationships, your posts will be seen by very few followers. Try these four tips to make your social media efforts meaningful and start building relationships.<br />
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<strong>1. Be real. </strong>It is incredibly hard to fake genuineness on social media. Consumers have become incredibly adept at realizing when a business is not being real. So share real information, real ideas and participate in conversations as if you were having them face to face. At a networking event, would you race around the room passing out as many business cards as you can and talking only about yourself? Of course not. You take the time to talk with people and learn about them and their interests. The same principle applies to social media.<br />
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<strong>2. Answer questions. </strong>If someone asks you a question, answer it. If someone mentions or tags you in a post, reply to it. What makes social media great is the two-way communication it fosters. When you ignore questions or mentions, you're effectively telling your followers, "I'm just hear to market to you and don't care about what you have to say." And eventually, they will stop caring and ignore you completely.<br />
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<strong>3. Become shareable. </strong>Don't just say you provide excellent customer service. Actually do it. Go out of your way to make your customers happy, and they'll reward you by talking about you on social media and sharing what you post. Get your followers excited about your agency on social media with promotions or contests. As they engage with you on social media through sharing, commenting and liking, they'll spread your message to their followers. That's a whole new audience who may have never heard of your agency! If they're not sharing or commenting, keep it up until you find followers who will.<br />
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<strong>4. Avoid censoring.</strong> It is hard to allow those negative comments to remain on your Facebook wall. But as long as what someone posts is not spam or insulting another person, I highly recommend leaving those comments up. Why? Because your customers will notice that you are open to feedback, even if it's negative, and will be more likely to voice concerns or problems rather than just moving on to another agency. Just don't forget to publicly address the comment on Facebook and then take the conversation offline, which will reinforce that you are listening and responsive on social media. This will go a long way towards creating create trust and loyalty, important steps to building relationships.urn:uuid:372Upgrading to Windows 8? Reinstall InsurancePro for Best Results - Agency Management BlogFor best results when using agency management system InsurancePro on a computer with Windows 8, reinstall InsurancePro.2012-12-07T11:08:25Z2024-03-19T05:52:04Z<p>Upgrading your computer’s operating system can be exciting for some people and downright frightful for others. If you are upgrading to Microsoft’s latest operating system, we’ve got good news for you: InsurancePro works well on Windows 8.<br />
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Computers that are running InsurancePro before the upgrade may require a reinstall of InsurancePro once running Windows 8(you can get the latest install <a href="http://ip.getitc.com" target="_blank"><em><span style="text-decoration: underline;">here</span></em></a>). The upgrade process removes some installed features required by our software, which is why we recommend reinstalling InsurancePro after upgrading to Windows 8.</p>urn:uuid:371ACORD Forms Have Been Updated (December 2012) - Agency Management BlogACORD Forms have been updated to the latest forms available as of the end of November2012-12-05T12:05:34Z2024-03-19T05:52:04ZWhen you use InsurancePro, you have access to all of the latest ACORD Forms available. The ACORD Forms November updates are now available to our InsurancePro customers.<br />
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Agents have access to older ACORD Forms in InsurancePro in the cases where the older forms are required by 3rd parties. ACORD does stress the use of updated forms to ensure alignment with rules and regulations.<br />urn:uuid:369How to Write a Great Blog Post - Agency Marketing BlogBlogging is important to every online marketing plan. A great blog post can help your insurance website. Read our process for how to write a great blog post.2012-12-03T16:52:49Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/blogging.png" style="width: 250px; height: 229px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" /><a href="http://www.getitc.com/blog/marketing/2012/11/27/how-to-find-time-to-blog">Last week I talked about finding the time to blog. </a>Now that you've found the time, let's continue talking about blogging with how to write a great blog post.<br />
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The first step is to decide what to write about. This is an easy step if you follow my suggestion from last week to keep a list of possible topics to blog about. Determining the subject of your next blog post can easily take up much of the time you allow yourself to write. Save yourself that time so that it can be spent actually writing. Here are some quick ideas on where to look for content for your blog:<br />
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<ul>
<li>Common questions your customers ask. Each question can be a blog post.</li>
<li>Common keywords that bring visitors to your website. Your analytics can tell you what keywords people are searching that brings them to your website. Write a post once a month or so targeting one of those keywords or phrases.</li>
<li>Seasonal events. Winter is fast approaching. A blog post on safe driving tips for snow/ice would be very relevant and helpful to your customers. Or for summer, backyard bbq tips.</li>
<li>News or community events. Whether it's national, state or local news, like an update on healthcare legislation, or news about your agency, or a fundraiser/drive you are hosting to raise money or donations for a good cause, news and community events make great blog posts.</li>
<li>Repurpose content. By repurpose content, I mean take some content that you use elsewhere, and share it on your blog. For example, if you have a newsletter, those articles are perfect for your blog. And vice versa. Share a snippet of a blog post in your email newsletter with a link back to your blog. </li>
</ul>
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The second step is to outline the main points of your blog post. You don't need to spend a lot of time on this step. Just a few minutes roughly sketching out your thoughts so you don't miss an important point.<br />
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The great part about outlining your post is that all you do next is fill in the blanks. Focus on saying what it is you want to say. There will be time to edit later in the next step. The important thing in this step is to get all the words out.<br />
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Okay, now you can edit. Read your post out loud to help you identify sentences that don't make sense, typos, wrong words or anything else that may affect the flow of your post. It's a great way to spot mistakes.<br />
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Next, add a title and images. Your title needs to describe the blog post while grabbing attention and getting someone to click on it. The right image can add to the story of your blog post and encourage visitors to read it. It also makes sharing the blog post more interesting as people like to look at pictures. Be careful of where you get your images though. If you're not obtaining images properly, you might be fined. If you're not sure about your images, <a href="http://www.getitc.com/blog/marketing/2012/11/19/getting-photos-for-your-website">reread our blog post on getting photos for your website</a>. <br />
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And finally, once you've published your blog post, it's time to share it. Facebook, Twitter, LinkedIn and anywhere else you are involved in social media are great places to share your blog post. While you don't want to share it too many times, it is perfectly okay to share it multiple times or over a couple days so others in different time zones or people who weren't online when you first shared it will have a chance to read it.<br />
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What's your process for writing a blog post?urn:uuid:368Operation Agency Success: Facebook for Insurance Agents - ITC VideosTips on how to turn Facebook likes into fans.2012-11-28T16:19:19Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" style="margin-top: 8px;" src="http://player.vimeo.com/video/54483195?portrait=0&badge=0&color=ff9933&autoplay=1"><noframes><img alt="" src="/images/blog/11-28-20124-29-16PM.jpg" /></noframes></iframe><br />
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Facebook is not just for catching up with friends and liking cat photos. Insurance agencies are using Facebook to connect and engage with their customers in a new way. In our latest video, we give tips on how to turn Facebook likes into fans.<br />
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<h2 class="subtitle">Articles on Facebook</h2>
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<a href="http://www.getitc.com/blog/marketing/2012/09/05/how-to-use-facebook-scheduled-posts">How to Use Facebook Scheduled Posts</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/05/22/follow-their-rules-or-you-might-lose-your-facebook-page">Follow Their Rules or You Might Lose Your Facebook Page</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/03/21/what-is-the-value-of-a-facebook-like-and-twitter-follow-to-businesses">What is the value of a Facebook Like or Twitter follow to businesses?</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/02/07/what-should-i-put-on-my-homepage-content"></a>urn:uuid:366How to Find Time to Blog - Agency Marketing BlogBlogging is a big part of effective digital agency marketing and your insurance website. Finding the time to blog is important to your online marketing success,2012-11-27T09:12:23Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/timingiseverything.jpg" style="float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />We hear it all the time: I'm too busy to blog. If you're serious about your digital agency marketing and competing online, how can you not find the time to blog? <br />
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Blogging has so many great benefits for your website and your agency. It helps with SEO, brands you as an insurance expert and gives readers a look inside what makes your agency special and different from your competition.<br />
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The good news is that a blog post doesn't have to be a piece of literary excellence. Don't stress yourself out by trying to write your insurance manifesto. A good rule of thumb is to aim for a length of about 250 words. Sounds more doable once a week, doesn't it?<br />
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Here are some other ideas to help you find the time to blog:<br />
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<strong>Turn off distractions. </strong>This means actually turning off your phone, shutting down your email, Twitter, Facebook, etc - basically whatever is going to pop up and divert you from your writing goal. You'll be surprised how much you can get done for that 30 minutes to an hour when you stop checking email or your phone. You might even finish multiple posts in that time span!<br />
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<strong>Schedule it.</strong> Actually block off time in your calendar for blogging. You may find that the same day and time every week works best for you. Maybe it's first thing in the morning. Or you may find that varying your blogging time is better. Whichever option is going to work for you, schedule it so you don't forget, and you can make sure not to schedule anything else over it.<br />
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<strong>Change up your content.</strong> Like I mentioned earlier, you don't have to write an epic blog post each and every time you write. Creating a post of bite-sized content is perfectly acceptable. Some ideas: photos, short videos, quote a post from another blog and then offer your thoughts on it, bulleted lists, answer common customer questions.<br />
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<strong><strong>Organize.</strong> </strong>If you wait to come up with ideas on what to blog about
until you sit down to actually write the post, you may end up spending
way too much of your writing time staring at a blank screen. Instead,
keep a list where you write down different blog post ideas as they come
to you. Then, when you start to write, you have several options to
choose from, and you'll find writing much easier. <br />
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This last tip is actually my favorite tip because this is what I do so I make sure I always have something to write about each week.<br />
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What tips do you have for finding the time to blog?urn:uuid:364Don’t Chase Google’s Algorithm - Agency Marketing BlogGet your site naturally ranked on the search engines without playing games and chasing the algorithms.2012-11-26T09:28:07Z2024-03-19T05:52:04ZIn September 2012, Google stopped up-ranking Exact Match Domains (EMDs). EMDs are domain names that include keyword phrases such as <em>commercial insurance </em>in the domain name get<strong>commercialinsurance</strong>intexas.com. People would snatch these up by the hundreds in the hope of capturing the traffic. This worked for a while, but then Google caught on. Overnight, they downplayed the importance in their algorithm of EMDs. Webmasters that relied heavily on this tactic instantly lost rankings. In fact, it affected 0.6% of all U.S English search queries to a “noticeable degree.”<br />
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In the previous years, I had recommended that you not use EMDs and instead focus all of your SEO time and energy on a single domain. You could (and sometimes should) use an EMD if you are pointing a specific marketing campaign from television, radio or print to a landing page geared for capturing and keeping that exact traffic.<br />
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We talk a lot about how to perform well on Google and other search engines here on the ITC Marketing blog. However, I want to caution against chasing the algorithm. The scenario above is a perfect example of how people will chase the algorithm. Google used to heavily weigh domains that had the search keywords in the domain name, so people tried to game it. <br />
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Others may feel that they need to constantly change their websites to match what the search engines are looking for in the here and now. The problem with this is that no one knows exactly what Google is looking for. Most of the things you see are educated guesses.<br />
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What to do instead.</strong><br />
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The first thing is make sure your website follows the guidelines set forth by Google. These <a href="http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35291">guidelines can be found here</a>. Once you have verified you are following the rules of search, start analyzing the structure of your website. This includes finding duplicate content, title tags, description tags and missing header tags. <a href="http://www.google.com/webmasters/tools/">Google</a> and <a href="http://www.bing.com/toolbox/webmaster">Bing Webmaster Tools</a> can assist you in finding and correcting these errors on your website.<br />
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Next, make sure that your website content is updated regularly. I continually push fresh, updated content as a key component of a great Internet marketing strategy. The more often you update your content, the more often Google comes back thinking your site is important… because it is important to you.<br />
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What about backlinks?</strong><br />
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Another gaming technique that Google has cracked down on over the past year is bulk link building. They see it as an unnatural linking pattern. This includes blog commenting, keyword stuffing, cloaking, participating in link schemes, and deliberate creation of duplicate content. Earlier this year Google released the Penguin update to its search engine that attempted to (and succeeded for the most part) detect these black hat SEO techniques. All of the combined Penguin updates significantly affected 3.6% of all U.S English search queries over the span of six months.<br />
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This was a key moment where it was clear Google wanted you to <a href="/blog/marketing/2012/10/29/earning-backlinks-vs-building-them">stop focusing on building bulk backlinks and instead turn your focus onto earning high quality backlinks</a>. This takes work and effort on your part. However, it will build a more natural linking pattern that the search engines like to see. <br />
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The search engines don’t like to be gamed. They want your website to be an organic entity that naturally changes throughout time.<a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/"> ITC’s search engine optimization services</a> uses techniques that naturally build your website within the organic search engine listings. To schedule your agency marketing consultation, get started here.
Have a question about techniques that you might feel violate Google’s wishes, post below, and get the answers you need.urn:uuid:363Email Marketing Mistakes Small Businesses Make - Agency Marketing Blog7 common mistakes small businesses make when they begin email marketing.2012-11-20T11:25:51Z2024-03-19T05:52:04Z<p><span>If email marketing seems a bit old school to you, you’re not too far off – I mean, email did turn 41 this year. While most technology would be sitting in the waste land of cassette tapes and VCRs at 41, email isn’t going anywhere anytime soon. After all, the first computer was finished around 1937 and, much like email marketing, computers are only getting better. Email marketing is getting more exciting because of some of the things you’re able to do with it now – from adding video to your email messages to social sharing, email is still alive and kicking and getting cooler all the time. </span></p>
<p><span>Email is also universally accepted. Everyone emails every day. You just need to figure out how, as a small business owner, to get some permanent real estate in your audience’s inbox. </span></p>
<p><span>To an insurance agency, email still represents a low-cost and effective way to nurture relationships with clients and prospects. The rub – while email is inexpensive and fairly neutral as far as consumers are concerned, your content holds great power to either attract or repel business. </span></p>
<p><span>Let’s take a look the top 6 email marketing faux pas small business owners are making and could easily be avoiding.</span></p>
<p><strong><span>1. Email Marketing Without Permission – </span></strong><span>Opening your inbox to an email newsletter that you didn’t sign up for feels like an invasion of privacy to most people – and believe me, these contacts who you’re sending to without permission will, and do, report you as spam. If you’re saying to yourself “it can’t hurt to send them one email…can it?” the answer is yes, it can and it does. <br />
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Some agencies will implement email marketing by buying a list and then sending a newsletter to everyone on this list. That is probably the worst thing you could do for your agency’s email marketing reputation. You start off on the wrong foot from day one. There are no short cuts when it comes to building a permission based list – you have to build this list organically for the best results. Buying email lists will be expensive, get you zero positive result and leave you a spam hole to dig yourself out of. This also goes for just finding people in the phone listings, yellow pages or doing a search for your target audience through the search engines.<br />
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If you need ideas on building your list organically, <a href="http://www.getitc.com/blog/marketing/2012/09/10/how-to-build-a-following-for-your-email-and-social-media">check out my blog post for tips on doing just that</a>. </span></p>
<p><strong><span>2. Having Irrelevant Subject and From Lines - </span></strong><span>There is never a guarantee your contacts will open your email, though it’s more likely they will throw it out without a second glance if you use a boring or irrelevant subject line. Your subject line should promise quick and easily digestible information that peaks interest. <strong></strong></span></p>
<p><span> Who your emails come from is another factor in your open rate. An unrecognized sender or a professional service using a gmail, yahoo or other free email account will have a less successful open rate then a recognized and branded email address. <strong></strong></span></p>
<p><strong><span>3. Sending Out Irrelevant Content - </span></strong><span>Make sure the emails you’re sending are relevant to the audience you’re sending them to. Your auto insurance customers are already customers, so sending them the hard sell again isn’t doing you any favors. And you’re homeowners customers won’t all be small business owners so featuring a work comp article in your newsletter and blasting it out to your whole list (as opposed to segmenting your list) also isn’t going to earn any newsletter devotees from those who will never have a need for work comp products. <strong></strong></span></p>
<p><strong><span>4. Never Checking Your Stats – </span></strong><span>If you’re not using split testing or at least checking that someone, anyone, opened your email then you’re missing the boat completely. Knowing what worked in an email blast, and what didn’t, is the only way you’re going to improve you messages and really get a feel for what your audience is looking for from your marketing emails. Try creating an email but use two subject lines, then send to small sample of your audience. Subject Line A is sent to Sample List A and Subject Line B to Sample List B – which one got a better response? That’s a split test. From your split test you can now gauge what subject line will be best received by the majority of your audience. <strong></strong></span></p>
<p><strong><span>5. Pointless Emails – </span></strong><span>In my experience, there are many agencies that start an email marketing program with only a vague notion of what their email marketing goals are. So before you send an email think about why you’re sending it. What’s the point? By starting an email campaign with that thought in the front of your mind the purpose is easy for your audience to see. If your purpose is only to get your name out there, then give something to the customer so they say to themselves “That agency gave me great info about swimming pool safety, let me give them a call” or something to that affect. If you’re just starting out remember that the giveaway doesn’t have to be tangible or cost anything. The knowledge you have for risk management is your giveaway. Stand firm on your expertise by saying “our agency is the best at (fill in the blank) and this is what we can offer you.” <strong></strong></span></p>
<p><strong><span>6. One-Sided Conversation- </span></strong><span>Good information in an email is like a good recipe; if people like it, they will pass it around. And a conversation that began in a marketing email can easily go online to Facebook or Twitter. Provide your audience an easy opening to start a conversation with you through your calls to action. “Would you like us to review your policy for free to ensure you’re taking advantage of all the discounts available to you?” is a great one. And really, who says no to free expert advice?</span></p>
<p><strong><span>7. Heart of Stone</span></strong><span> - The ultimate goal of email marketing should be to deliver the heart and soul of your agency to your audience. If you aren’t putting any warm and fuzzy into your emails then your audience will shut off. People can buy insurance anywhere – so why you? If you’re not putting emotion into your messages, then you’re just a policy factory looking for the next buck. If your normal style of writing is more formal or reads like a text book, ask for some help from someone who’s familiar with the warm and fuzzy that makes you the best agent to work for or the best CSR to ever manage a policy. Marketing has changed and the audience of 2012 wants to connect with their purchases on a more personal level. They will even spend more money for the same product just because they had a “good feeling” about a company. Throw in some warm and fuzzy and see the response you get. I bet you’ll be surprised. </span></p>
<p><span>What do you think is holding your emails back from being the most successful campaign they can be? </span></p>urn:uuid:362Getting Photos for your Website - Agency Marketing BlogLearn how to properly source stock photos for your blog, website, and marketing without getting your agency in trouble for downloading unlicensed photos.2012-11-19T10:44:08Z2024-03-19T05:52:04ZThe title says it all. I tried to think of something catchy for this entry, but alas, it is what it is. No matter how straightforward the title is, the subject is a bit more complex. If images are obtained improperly, you could be facing hefty legal fees.<br />
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For example, a few of our customers have gone to Google Images, searched for an image they liked, saved it to their computer, and then added it to a blog entry. A few months later, each of them received a letter from a law firm demanding thousands in fees for the unauthorized image. Unfortunately, there are little options for these users. You can fight it in court, or pay the fee. The image providers know that the latter is usually cheaper.<br />
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When you compare the relatively low cost of legally purchasing images against the cost of uncertain legal costs, it becomes clear that legal purchase is the right choice. In fact, with the average price of a blog only image around $5, you can get a years’ worth of images for the cost of one stolen image.<br />
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How to Pick an Image</strong><br />
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The first is deciding what service to use. We use <a href="http://www.iStockphoto.com/">iStockphoto.com</a>. There are many others like <a href="http://www.shutterstock.com">shutterstock.com</a> and <a href="http://www.dreamstime.com/">dreamstime.com</a>. You can even get a subscription to these services so you can download as many images as you want. There are a few like Getty Images and Corbis Images that I recommend people stay away from as their costs and license terms are not favorable to small businesses.<br />
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Now that you have selected a service, it is time to find an image. Search the site for the image that suits your needs. If you are having problems finding the image, try variations of the word as most images are sourced from around the world and terms might differ. Once you have found the perfect picture, you need to decide what size image you need. In the example below you can see that the price is tied to the size of the image. If you are going to use the image below in a blog entry then you can select the lowest size. If you were going to use the image as the background of your home page you might select the medium as it is larger than 1000 pixels (the standard width of most Insurance Website Builder websites).<br />
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<img alt="" style="border: 1px solid #7f7f7f; margin: 0px auto;" src="/images/blog/istock.png" /><br />
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If you were going to use the image in a print marketing campaign, then you would need to select the extra-large size. This image can only be used up to 499,999 times off the web. Should you need more views or the ability to use the image in ways not covered by the standard license, you must purchase the extended license which costs $125 more. Each vendor has different rules concerning the licensing, so check with them.<br />
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<strong>
What about your web designer?</strong><br />
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Stock photography companies place even more rules on web design companies. For example, should they use an image across multiple sites, they must have an extended license for those images. Should they get a specific image just for you, request that they provide you the license information. The license information includes image ID, purchase date, and where they purchased the image. Be wary if a firm is unwilling to provide you this information. You will be just as culpable as they are when a photo company’s legal team comes knocking.<br />
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How can Insurance Website Builder help?</strong><br />
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All images ITC and the Insurance Website Builder team use on our websites are properly licensed either under the extended use license or purchased individually for each customer. Should you need assistance in sourcing stock photos for your website or blog, feel free to give us a call.urn:uuid:361Server Maintenance on night of November 19th - Agency Management BlogServer maintenance is planned for the night of November 19th2012-11-19T10:13:11Z2024-03-19T05:52:04ZITC will perform maintenance on the InsurancePro servers the night of November 19th. Please plan on not having access to InsurancePro for a brief moment after 11 p.m. Central.urn:uuid:360Why Do-It-Yourself Marketing Doesn't Always Work - Agency Marketing BlogThe do-it-yourself entrepreneurial spirit can accomplish a lot. But sometimes having an experienced team to work with is the best way to great marketing.2012-11-15T08:34:50Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Team.jpg" style="width: 250px; height: 243px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />Agency owners often have to wear many hats relying on their do-it-yourself entrepreneurial spirit to accomplish the tasks required of running an agency. That spirit can help agencies in many ways, but there is one area to be cautious of doing it all yourself... marketing.<br />
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Let me explain:<br />
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You could read marketing books, watch some webinars or attend a lecture given by a marketing expert and implement the tips they give you. But that does not compare to working with a qualified team who are experienced and knowledgeable in marketing and have the results to show for it. Because you don't know what you don't know, if you do it yourself, what you don't know could hurt you. For example, if you do your own SEO, unless you stay on top of the continuous changes search engines make and adjust accordingly, one change could dramatically impact your traffic and thus your leads.<br />
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Also, marketing is not all science. It's part art. Creativity plays an important role in the art of marketing. Yet, it's hard to be creative on your own. Sometimes a fresh, outside perspective can bring in a slew of ideas that could take your marketing to a whole new level.<br />
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Finally, do-it-yourself marketing doesn't always save you money. Marketing isn't just about what you spend but the return on what you spend. Are you getting more leads and closing more sales thanks to your marketing efforts? And it's not just about the dollars. By doing it yourself, you'll be spending a lot of time on your marketing. How much is that time worth to you? <br />
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Great marketing can greatly affect the growth of your agency. For some, the best way to get that great marketing is to find <a href="http://www.getitc.com/solutions/agency_marketing/">a team of great marketing people</a> to help.urn:uuid:359Tips for Jump-Starting Your Website - Agency Marketing BlogTips to make your website engaging and welcoming for customers.2012-11-14T14:48:48Z2024-03-19T05:52:04Z<p><img style="float: right;border: 0px solid;" alt="Website Ideas" src="/images/blog/light.jpg" />Most of the time, success of a website is focused on Search Engine Optimization efforts. There’s plenty of <a href="http://www.getitc.com/blog/tag/search_engine_optimization/">tips and tricks for SEO</a> that are constantly changing and being updated. But every once in a while, you should feel free to switch gears and just focus on having a website. Consider it your responsibility to the loyal visitor who has found your site by way of a search engine. Here’s a few tips to remember have absolutely nothing to do with SEO.</p>
<ol>
<li style="margin-bottom: 7px;"><strong>Forget About Search Engines</strong><br />
There’s no magic formula, no magic wand, no one single thing to please all the search engines all the time. SEO can happen naturally if you’re simply passionate and focused about your product or service. Continue to work diligently on your content and its presentation and you’ll stay one step ahead. </li>
<li style="margin-bottom: 7px;"><strong>So Easy a Caveman Can Do It?</strong><br />
Make sure your website is easy to figure out. Ask someone who’s never owned a computer or doesn’t own a smartphone to try and gather some information from your site. The easier it is for them and fewer steps it takes them to maneuver your site, the better. </li>
<li style="margin-bottom: 7px;"><strong>Solve the Problem</strong><br />
Is visiting your site easier, faster, more efficient than visiting an office in person? Make sure new and returning visitors know why it’s important to visit and stay on your site. Point out the answer to a problem they might not have even known they were having. Be that answer!</li>
<li style="margin-bottom: 7px;"><strong>Give Me More!</strong><br />
Make sure there’s something about your website that is hard to forget. Give it personality and help people see it as more than just a place for information. Think of different ways to present your information; consider color combinations, photos, slogans, or catch phrases.</li>
<li><strong>An Open Forum</strong><br />
Make your website open to discussion, namely through your blog. Make visitors feel invited to voice their opinion or testimonial. More importantly, monitor your site and make sure you’re swift with a response when necessary. For information submitted, a blog comment posted, or a testimonial given, be sure to make that person know they were heard.</li>
</ol>
<h2>Moral of this story?</h2>
<p>If you have good intentions that visitors respond to, you may find that search engines follow suit. It’s all one cycle, but catering to your website visitors is just as important as catering to the search engines. Traffic from visitors peaks the interest of search engines, and high placement from search engines peaks the interest of visitors. So don’t be afraid to forget about SEO every once in a while. </p>urn:uuid:358Sell More Auto Policies in Less Time With TurboRater's Prefill Function - Agency Rating BlogTurboRater’s pre-fill feature significantly decreases the amount of time needed to obtain information from a prospect.2012-11-14T10:44:12Z2024-03-19T05:52:04ZTurboRater’s pre-fill feature significantly decreases the amount of time needed to obtain information from a prospect while also providing the agent valuable insight into potential undisclosed household drivers and vehicles. <br />
<br />
Activating this feature in TurboRater allows the agent to begin the quote by simply asking for the following questions:
<ol>
<li>May I have your date of birth?</li>
<li>And your Texas drivers license number?</li>
</ol>
<p>And with the answers to those two questions, the agent is able to retrieve information about potential drivers and vehicles listed at the insured’s address. With a click of a button, the agent can easily verify which drivers and vehicles the prospect wishes to list or exclude from the policy. <br />
<br />
With no more than the answers to the above two questions, agents instantly learn the following information about possible drivers in the prospect’s household: </p>
<ul>
<li>First, Middle, and Last Name</li>
<li>Date of Birth</li>
<li>Drivers License or ID number</li>
<li>ID Type</li>
</ul>
<p>In addition, the following information is provided on possible vehicles garaged at the prospect’s house:</p>
<ul>
<li>Year </li>
<li>Make </li>
<li>Model </li>
<li>Vehicle Identification Number (VIN)</li>
<li>License Plate Number </li>
<li>Registration Sticker Number </li>
<li>Owner Name</li>
</ul>
<p>All three parties to the quote/bind process benefit from this simple workflow:<br />
<br />
</p>
<ul>
<li><strong>The Agent </strong> saves significant time obtaining information from the prospect. They also eliminate the possibility of having to chase down their insured to future complete underwriting requests about undisclosed drivers and vehicles or worse yet, having to deal with these at the time of claim.</li>
<li><strong>The Carrier</strong> gets the right premium for the risk and their exposure to undisclosed drivers and vehicles significantly decreases</li>
<li><strong>The Insurance Prospect</strong> is able to obtain a quote without the hassle of hunting down driver and vehicle information; therefore, experiencing firsthand how easy it is to do business with that agent (a value add).</li>
</ul>
<p>Learn more about <a href="http://www.getitc.com/products/rating/household_vehicle_and_driver_lookup.aspx" title="Click here to learn more about TurboRater's prefill feature">TurboRater’s Household Vehicle and Driver Lookup Feature</a> for Texas.</p>
<p> </p>
<br />urn:uuid:357Are Your Producers Asking the Questions? - Agency Rating BlogTo determine where to spend your marketing budget, you must know how your prospects find you. Read about how TurboRater can help you track that information.2012-11-13T07:59:43Z2024-03-19T05:52:04ZTracking how a prospect learned about you is vital to any business. It enables you to know the effectiveness of your marketing dollars and where you should concentrate on spending your marketing budget the following year.<br />
<br />
Yet, ensuring your producers and customer service representatives remain diligent in asking "How did you hear about us?" can often be a challenge. Too often producers only ask the minimal information needed to obtain a quote and forgo gathering the source of the lead. Without this information though, you are basically flying blind when planning your marketing budget for the next year.<br />
<br />
In order to make an educated decision, you must know what is working and what isn't. To know this information requires every producer to ask every prospect every time, "How did you hear about us?"<br />
<br />
But as with any new policy or procedure you try to implement, you must set clear expectations. "I need you to ask how they heard about us on every quote every time." Then you must hold your employees accountable to meeting your expectation by tracking their results. This is where TurboRater's new Data Quality Reports come in.<br />
<br />
In an instant you can pull up the Data Quality Reports, which are part of our Enterprise Package. With these reports, you can quickly see which producers are asking the question and which producers are leaving the entry to the default selection.<br />
<br />
As an example seen in the Data Quality Report below, 100% of Alice's quotes have "Community Event" as the lead source. It's pretty safe to say, Alice is not asking the pertinent question and is simply entering "Community Event" every time. Looking at Jessie and Kathryn though, it's evident these two are diligent in asking and entering the information needed. Armed with this information now the agency owner can pat Jessie and Kathryn on the back for a job well down and use them as an example for others.<br />
<br />
<img alt="" src="/images/blog/DataQualityReports_large.jpg" style="width: 625px; height: 457px;" />urn:uuid:356How the Layout of Your Website Can Affect Google Rankings - Agency Marketing BlogDid you know that the layout of your website could affect your Google ranking as well? Learn how to improve rankings by improving your site.2012-11-12T14:42:05Z2024-03-19T05:52:04ZI often discuss how a <a href="/blog/marketing/2012/10/23/10-common-mistakes-that-are-hurting-your-seo">well-designed website will draw visitors and keep them viewing your pages</a>. Did you know that the layout of your website could affect your Google ranking as well? That’s right, not only does Google look at the content of your website, it now looks at the website’s design, navigation and usability.<br />
<br />
<strong>Laying it Out</strong><br />
<br />
A primary factor within Google’s Layout Algorithm is a modification of one of the old golden rules of website layout: keep the important parts of the website above the fold. This phrase is derived from the newspaper industry where the most important content is placed above the fold of the paper. Since this content was readily more visible than the content below the fold, it was more likely to capture the reader’s attention. What makes a website different is that visitors use a wide array of monitor and browser sizes. Therefore, Google will weight content based upon the percentage of people that see it upon an initial page load.<br />
<br />
To see what percentage of users is viewing your content, you can use the In-Page Analytics tool within <a href="http://www.google.com/analytics">Google Analytics</a>. This tool will show you what parts of your website are initially visible, and thereby more weighted from Google. To launch the In-Page Analytics tool, open Google Analytics for your website, click on the Content tab, and click on In-Page Analytics. Once loaded on the right hand side, click the Browser Size button. Once displayed select the Show percentiles checkbox, and you will see a layout similar to this.<br />
<br />
<img alt="" src="/images/blog/GoogleLayout.PNG" style="width: 625px; height: 414px;" /><br />
<br />
Roll over each area and a percentage hint will show the number of visitors who can see that portion of the website. Your goal is to get your navigation, contact information, important content, and call to action inside 80%-90% of all visitors to the page. You can choose to display additional metrics such as percentage of visitors to the page, the site, and the web as a whole to further refine your layout.<br />
<br />
Another factor is the usability of the website. This includes clear and easy to use navigation, easily recognizable call to actions, easy to find contact information, and standardized content layouts. Many people think that to have a unique and memorable website it needs to stand way out from the crowd. This is good for a design firm or marketing company, but not for an insurance agency. Your website should be familiar to users utilizing common layouts that they are accustomed to navigating. If they have to search for your call to action, then you are making it too hard for them. Usability is always changing based upon devices, newer web technologies (HTML5 vs. Flash), and users expectations, so it is best to continually review web usability. A great resource for learning web usability is <a href="http://www.useit.com/">Jakob Nielsen's useit.com</a>.<br />
<br />
Look for more upcoming posts on how you can improve the ranking of your website by improving the overall usability.<br />
<br />
<strong><em>Update: Taking our own advice…</em></strong><br />
After writing this entry, we analyzed our corporate website for the factors discussed above. With the information from our analysis, we felt that by decreasing the height of the slideshow graphic on our home page, it would increase the amount of information that visitor would initially see. Thereby increasing the site's usability.
<br />
<br />
<img alt="" src="/images/blog/GetITCView2.PNG" style="width: 625px; height: 421px;" />urn:uuid:3555 Simple Steps to Effective Digital Agency Marketing - Agency Marketing BlogFollow these five simple steps in marketing your insurance agency online to be effective.2012-11-09T09:59:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000013271594XSmall.jpg" style="width: 250px; height: 172px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Why is online marketing so important? Because consumers rely on the Internet to research anything and everything, including insurance. Not sure you believe it? Check out what the direct writers are spending on PPC advertising. And that's only a portion of their budgets.<br />
<br />
If the direct writers are spending that much money to market to consumers online, you know it's not only important, it's effective.<br />
<br />
But there are certainly things to avoid.<br />
<br />
<strong>No focus.</strong> When working on your marketing plan, don't try anything and everything. First of all, take a look at your budget. Do you have the resources and time to effectively implement each marketing tactic? Maybe but maybe not. By spreading yourself too thin in the beginning you won't be able to give each tactic the focus it needs to succeed. Start with one and put the majority of your marketing time into making that work. If it doesn't, try the next one. Continue until something works. Focus on that one thing until it works without much effort from you.<br />
<br />
<strong>No measurement.</strong> Measure your ROI for every marketing tactic. If you are not watching your results and can't determine whether or not that tactic is working, you are wasting time and money. There are times when marketing doesn't work with the first try. You have to make adjustments as you go. Not measuring means you won't know what to change and how that change impacts your results. By not measuring and changing as you go along, you won't be able to reach your full growth potential.<br />
<br />
<strong>No marketing mix. </strong>After you focus on one marketing tactic and you've measured and determined that it does work for your agency, you need to expand your mix and add a new tactic to your marketing plan. For example, if you only get new leads by relying heavily SEO to bring traffic to your website, a change to the Google algorithm could put a stop to that flow of leads. Without a mix of marketing tactics, such a change could dramatically impact your agency's growth.<br />
<br />
<strong>No testing. </strong>Marketing is often more art than science. It is never perfect and can always be improved. The best way to know how to make changes that will positively affect your results is to do testing. I'm talking about A/B testing. Use it on your website or your email marketing. For example, create two versions of landing page - one with one message and the second with a different message. Make sure they look the same though. You only want to test one variable at a time. Then see which landing page converts more visitors. You'll increase your results without spending more money because you know which one performs better.<br />
<br />
<strong>No follow up.</strong> Not everyone who comes to your website is ready to buy a new policy that day. People will land on your website for many reasons. You need to provide something of value to your visitors, like free reports, in exchange for the visitor's contact information. Then use your drip email marketing to follow up and provide more information.<br />
<br />
For your digital agency marketing to be effective, follow these simple steps:<br />
<blockquote>1. Focus on one part at a time.<br />
2. Measure as you go so you know if it is working.<br />
3. As you get that one part working, add more to your marketing mix.<br />
4. Test, test, test to improve your conversion rates.<br />
5. Capture visitor information, and follow up.<br />
</blockquote>urn:uuid:350Search Engine Marketing for the Everyday Insurance Agent - Part 2 - Agency Marketing BlogIncrease your pay-per-click ad's click through rate and lead conversion rates with these tips.2012-11-08T09:52:00Z2024-03-19T05:52:04ZPreviously, <a href="/blog/marketing/2012/11/06/search-engine-marketing-for-the-everyday-insurance-agent-part-1">we discussed pay per click for the insurance industry and the basics to getting started</a>. Now we will discuss how to improve your ad’s click through performance.<br />
<br />
<b>Converting Clicks into Leads</b>
<br />
<br />
The industry average of converting clicks into leads is 4-7 percent. This means roughly one out of 20 people who click your ad will convert into a lead. For auto insurance dallas texas you would need to spend $35 to acquire the lead. Note that this is just to acquire the lead. Only if you had a perfect closing ratio would the lead only cost you $35. Should you have a 50% closing ratio that lead would cost you $70. A 25% closing ratio would cost you $140. Notice how quickly this turned into a losing proposition? So what can you do to increase the closing ratio of PPC leads?<br />
<br />
<em>Increasing Click Through and Conversion Rate
</em>
<ol>
<li>Target relevant keywords. Do not blindly use the keyword suggestion tool provided by ad providers. Study each word you plan to place a bid upon. Verify that it is pertinent to your agency’s website and its offerings.</li>
<li>Make sure your ad clearly states what the visitor will be getting on the other end of the ad should he click. If you are misleading or do not satisfy the visitor’s need, he will leave without a moment’s notice.</li>
<li>Have <a href="/products/websites/">a great looking website</a> that captures the visitor’s attention and keeps it there.</li>
<li>Direct the visitor to a targeted lead generation page. A targeted lead page includes the following:<br />
<ol style="list-style-type: lower-alpha;">
<li>If your ad is targeting auto insurance dallas texas, then talk about auto insurance in Dallas. Include pictures and pertinent information about the area.</li>
<li>Include a short lead form. The basics such as name, number, email and line of business should be the minimum questions asked. Do not ask too many or you run the risk of scaring the visitor away.</li>
<li>Pass the searched/clicked keyword on the query string to the landing page and include with the form’s submission. This will help you track which keywords are performing.</li>
</ol>
</li>
<li>Make sure that you have properly setup your Google Analytics and keyword conversion tracking code. </li>
</ol>
<p><em>Increasing Lead to Sale Rate</em></p>
<ol>
<li>Make sure that you start your email marketing campaign the second the lead has been submitted. The new prospect should get an immediate touch from your agency. <a href="/products/leadmanagement/">Know any systems that might be able to do that for you?</a></li>
<li>Once you have received the lead, treat that lead as the hottest lead you have ever had. Some agencies even page an on-call agent to handle requests during non-business hours. Remember this is someone who is actively shopping for insurance quotes. She has most likely visited other websites. Make yourself stand out from the crowd by <a href="/products/rating/">delivering timely quotes </a>and <a href="/support/">awesome service</a>.</li>
</ol>
<strong>Just the tip of the iceberg</strong> <br />
<br />
Thousands of tips and tricks can be employed within search engine marketing. It is not easy, and it takes time and effort. A math and statistics degree would not hurt either. Most agencies do not have time to manage an agency as well as a complicated search engine marketing campaign. <a href="/solutions/agency_marketing/">Many firms, including ITC</a>, can do it for you for a fee. Some offer a flat rate. Others will charge you a percentage of the overall spending. So now comes the fun part, doing it!<br />
<br />
The first five commenters below will receive a free PPC review with one of ITC’s Pay Per Click experts.urn:uuid:354Operation Agency Success: Content is King - ITC VideosWatch to see how fresh and unique content can help your website within the search engine listings.2012-11-07T13:18:47Z2024-03-19T05:52:04Z<iframe width="654" height="368" frameborder="0" src="http://player.vimeo.com/video/53010608?portrait=0&badge=0&color=ff9933&autoplay=1" style="margin-top: 8px;"><noframes><img alt="" src="/images/blog/Op_agency_success.PNG" </iframe><br />
<br />
The most important thing to get good rankings in the search engines is fresh, unique content. Learn how you can easily build fresh content that will keep your website in the forefront of the search engines. Join Laird Rixford as he talks about why fresh content is important, where to find ideas for new content, and how often you need to be updating the content on your website.<br />
<br />
<h3 class="subtitle">Video Transcription</h3>
<br />
A lot of customers ask me, "What is the key to getting good rankings on
Google?" What I have to say to them is "content." The world has changed. We
no longer are talking about backlinks. The biggest thing to Google is
fresh, unique content. Content is king.
<br />
<br />
Let me give you a scenario. We have a customer that has contacted us and
says, "I had really great rankings the first three months that I was with
you guys, and then it just dropped off." My first question is, "What have
you done lately? What content have you built on your website lately?" They
will always say, "Oh, I haven't touched it since we launched, because it
was doing so well."
<br />
<br />
Well, Google did what Google does. It says, "Hey, there is a brand new
website out there. It works great. Let's use it." Then the content was
stale, and then Google is like, "Okay. It hasn't been updated in a while. I
really don't need to come back." If customers would update their content on
a regular basis, what that will do is that will drive Google to come back
more often and see that, "Hey, there is brand new content here."
<br />
<br />
How do you get new content? How do you build unique content for your
agency? The first thing is that you can look at stories on the Internet and
then write your own content. You can also link to fresh new stories and
talk about your opinions of those stories. A great tool is Google, itself.
Whenever you go to Google, go to search. Then, over on the left-hand side
for you, you will see a box that says, "Show me only articles that were
posted in the past 24 hours."
<br />
<br />
If you are writing new content, go to Google and type in auto insurance.
Look at articles written in the past 24 hours. See what they are talking
about, and then you can actually write that content yourself. The Insurance
Website Builder team also creates content for agencies. This content is
professionally written, and it can be written for any line of business that
you do. This allows you to put content on your website even whenever you
can't do it yourself.
<br />
<br />
How often should you update your content? Your content should be updated as
much as possible. It could just be adding a few new links, adding a
paragraph here, or adding a blog entry. What are the time frames? The first
one is that your home page should be updated every single week, and other
important pages on your site should be updated, at least, monthly. Another
great place for you to update content is your blog. The Insurance Website
Builder has a built-in blog feature that allows all your content that you
are writing for your blog to show up on your website.
<br />
<br />
To learn more about ITC and the Insurance Website Builder product, contact
us at GetITC.com or call us at 1-800-383-3482.
<br />
<br />
<h2 class="subtitle">Articles on Building Insurance Content</h2>
<br />
<a href="http://www.getitc.com/blog/marketing/2012/10/29/earning-backlinks-vs-building-them">Earning Backlinks vs. Building Them</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/03/07/keep-it-fresh">Keep It Fresh</a><br />
<a href="http://www.getitc.com/blog/marketing/2012/02/07/what-should-i-put-on-my-homepage-content">What Should I Put on My Homepage Content?</a>urn:uuid:348Search Engine Marketing for the Everyday Insurance Agent - Part 1 - Agency Marketing BlogPay-per-click or search engine marketing can be daunting to most insurance agents, learn how to get started here.2012-11-06T08:12:30Z2024-03-19T05:52:04ZI speak to many agents about Internet marketing. One subject that always rises to the top is paid search marketing (SEM) or pay per click (PPC). These paid ads show up at the top and right of most search results. These are above the organic free listings targeted by Search Engine Optimization (SEO) services.
<br />
<br />
<img src="/images/blog/ppc_image.png" alt="Google Adwords for Insurance Agents" /><br />
<br />
Agents can setup search engine marketing ads through providers such as <a href="https://www.google.com/adwords">Google Adwords</a> and <a href="http://advertise.bingads.microsoft.com/en-us/reachyournextcustomer">Microsoft Advertising </a>(for Bing and Yahoo sites). When someone searches a keyword phrase that you are bidding on, your listing will be displayed for free. Only once the consumer has clicked the link, do you then get charged.
<br />
<br />
<strong>Expensive To Play</strong>
<br />
<br />
Let us get this out of the way. Search engine marketing is not cheap. Of the top 100 companies that use SEM services, 15 of them are insurance companies. In fact, three of the top ten are filled in with the likes of GEICO, State Farm, and Allstate. Below you will find the insurance companies within the top 100 search engine marketing rankings.
<br />
<table style="margin: 0px auto; font-family: inherit; display: block;">
<tbody>
<tr>
<td style="padding: 5px;"><strong>Rank</strong></td>
<td style="padding: 5px;"><strong>Company</strong></td>
<td style="padding: 5px; text-align: right;"><strong>Daily Spend</strong></td>
</tr>
<tr>
<td style="padding: 5px;">2</td>
<td style="padding: 5px;">GEICO</td>
<td style="padding: 5px; text-align: right;">$ 264,179</td>
</tr>
<tr>
<td style="padding: 5px;">3</td>
<td style="padding: 5px;">State Farm</td>
<td style="padding: 5px; text-align: right;">$ 201,076</td>
</tr>
<tr>
<td style="padding: 5px;">10</td>
<td style="padding: 5px;">Allstate</td>
<td style="padding: 5px; text-align: right;">$ 74,878</td>
</tr>
<tr>
<td style="padding: 5px;">20</td>
<td style="padding: 5px;">Progressive</td>
<td style="padding: 5px; text-align: right;">$ 62,436</td>
</tr>
<tr>
<td style="padding: 5px;">28</td>
<td style="padding: 5px;">Travelers</td>
<td style="padding: 5px; text-align: right;">$ 46,017</td>
</tr>
<tr>
<td style="padding: 5px;">29</td>
<td style="padding: 5px;">Liberty Mutual</td>
<td style="padding: 5px; text-align: right;">$ 44,151</td>
</tr>
<tr>
<td style="padding: 5px;">40</td>
<td style="padding: 5px;">eHealthInsurance.com</td>
<td style="padding: 5px; text-align: right;">$ 39,662</td>
</tr>
<tr>
<td style="padding: 5px;">46</td>
<td style="padding: 5px;">quotelab.com</td>
<td style="padding: 5px; text-align: right;">$ 36,555</td>
</tr>
<tr>
<td style="padding: 5px;">62</td>
<td style="padding: 5px;">MetLife</td>
<td style="padding: 5px; text-align: right;">$ 29,544</td>
</tr>
<tr>
<td style="padding: 5px;">71</td>
<td style="padding: 5px;">American Family</td>
<td style="padding: 5px; text-align: right;">$ 28,716</td>
</tr>
<tr>
<td style="padding: 5px;">77</td>
<td style="padding: 5px;">esurance.com</td>
<td style="padding: 5px; text-align: right;">$ 28,114</td>
</tr>
<tr>
<td style="padding: 5px;">78</td>
<td style="padding: 5px;">usautoinsurancenow.com</td>
<td style="padding: 5px; text-align: right;">$ 28,051</td>
</tr>
<tr>
<td style="padding: 5px;">81</td>
<td style="padding: 5px;">Amica</td>
<td style="padding: 5px; text-align: right;">$ 27,825</td>
</tr>
<tr>
<td style="padding: 5px;">86</td>
<td style="padding: 5px;">autoinsurancequotes.com</td>
<td style="padding: 5px; text-align: right;">$ 26,441</td>
</tr>
<tr>
<td style="padding: 5px;">99</td>
<td style="padding: 5px;">USAA</td>
<td style="padding: 5px; text-align: right;">$ 24,016</td>
</tr>
<tr>
<td colspan="3" style="padding: 5px; font-size: 0.7em;">Source: <a href="http://www.spyfu.com/TopList.aspx?listId=1">http://www.spyfu.com/TopList.aspx?listId=1</a><br />
Retrieved: November 5, 2012</td>
</tr>
</tbody>
</table>
<br />
Notice that right column, yep that says daily spend. That is how much each one of these companies spends every single day! Even the largest agencies cannot compete with these kinds of spend levels.
<br />
<br />
Don’t worry though. I know some tips and tricks on how to compete with a significantly lower budget. However, the first question you need to answer is are you willing to play the game? If so, read on.
<br />
<br />
<strong>Getting Started
<br />
</strong><br />
The first critical step to creating a SEM campaign is to determine what keywords you want to target. Initially, you should only target keywords that fill the gaps in your search engine optimization strategy (SEO). For example, say you are targeting the following keywords within your SEO campaign: <em>auto insurance dallas texas</em>, and <em>auto insurance fort worth texas</em>. Now let’s say you organically rank well in search engines for the term <em>auto insurance dallas texas</em>. However, you do not show up for <em>auto insurance fort worth texas</em>. You might consider going after just <em>auto insurance fort worth texas</em>. By only targeting the gaps in your SEO strategy, you minimize the number of keywords you need to initially target.
<br />
<br />
The next way to minimize spending is to not target broad generalized terms such as auto insurance. Currently, for the term <em>auto insurance</em>, it will cost you $40.00 per click to show up on the first page of the ad results. To make the price a little more manageable, you could geo-target the keywords. Take the terms from above: <em>auto insurance dallas texas</em> and <em>auto insurance fort worth</em> texas are listed as costing $1.75 and $1.50 respectively to show up on the first page. To show up in the highly clicked top three spots, the costs jump to $4.25 and $4.00 per click.
<br />
<br />
<strong>Setting a reasonable budget
<br />
</strong><br />
Too often people will start out with a $50 a day budget. When competitive keywords often cost $10 a click, you will quickly blow past this budget, all without getting a single lead. This is very frustrating to new PPC marketers. To help give you an idea as to what it will really cost, it is recommended that for the Dallas area you would spend nearly $400 a day. Combining top of page placement , an <em>optimal</em> 10% click to lead ratio, and a lead closing percentage of 75%, would generate an estimated 88 clicks and 8 leads. If you made $100 per sale, you would need to close half of the leads to just break even.
<br />
<br />
Now your agency sells more than one line of business, right? If so, you might have captured them with an auto policy, but now have the opportunity to sell them on a homeowners policy or other add on services.
<br />
<br />
<strong>Free is better
<br />
</strong><br />
Remember where I talked about filling the gaps in your organic keywords? Now you know why. If you are able to make your site rank well within the free listings then you would not need to bid on keywords. A properly targeted search engine optimization strategy should be able to get you ranked on the first page of the search engines. However, these strategies take time. So as usual it comes down between time and money.
<br />
<br />
Next, we will discuss how to increase your ad’s click through rate, click to lead rate (or conversion rate) and lead to close rate.urn:uuid:347Masters of Marketing: Engaging Your Customers on Your Insurance Website - Agency Marketing BlogTips and techniques to make your insurance website more effective and engage your customers online.2012-11-05T11:13:47Z2024-03-19T05:52:04ZOur latest webinar discussed how to make your website effective at engaging your customers online. Click below to see the presentation.
If you would like
to join us every month when we discuss marketing tips,
you can <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">register here</a>.<br />
<br />
<iframe width="476" scrolling="no" height="400" frameborder="0" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/15034037"></iframe>urn:uuid:346Generating Insurance Leads Through Your Chamber of Commerce Membership - Agency Marketing BlogWant to make the most out of your membership at your local chamber of commerce? Here's how you can generate leads through your chamber of commerce membership.2012-11-01T16:27:57Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/GenerateLeads.jpg" style="width: 250px; height: 208px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />There are perks to being a member of your local chamber of commerce. For one, research has shown that a majority of consumers prefer to work with businesses who are chamber members. <br />
<br />
Besides the prestige of being a chamber member, many small business owners, including insurance agents, join their local chamber of commerce to network and get leads. <br />
<br />
Want to make the most out of your membership? Here's how you can generate leads by being a member of your chamber of commerce:<br />
<br />
Get added to the chamber's website. Chambers of commerce have an online directory of their members. For a nominal fee (sometimes for free), you can add your agency's information, including website, to the chamber's directory. This gets your name out there as well as helps with SEO. You might even be able to use your profile to post promotions and announcements. Ask your chamber what your options are for being included in the directory.<br />
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Provide content. If you are blogging, you have content to share. Chambers, like many businesses who are focused on online marketing these days, are always looking for well-written content. So provide some of yours to your chamber so they can put it in a newsletter or on their website (with links back to your website naturally).<br />
<br />
Share your news. More than likely your chamber shares member news and events on its website and probably through a newsletter. Hired a new employee? Won an award or helping a local charity by sponsoring an event? Share it with your chamber so they can share it with all members. <br />
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Host events. Sometimes the events may be more social in nature than professional. The point is that you'll be networking and building relationships with potential customers or referrals. Where's the drawback in that?<br />
<br />
Present important insurance topics. Ask your chamber to be a speaker at an event. You have extensive knowledge about an industry most consumers only barely understand. Pick some topics that you can speak on for 30 minutes or so, and be sure to include your agency's value proposition. The chamber will appreciate the educational information, and you get to discuss your agency with a receptive audience.<br />
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How are you getting leads from your chamber membership?urn:uuid:345Earning Backlinks vs. Building Them - Agency Marketing BlogGetting quality backlinks is less about building them and more about earning them. Learn how to earn valuable backlinks to build your website's ranking.2012-10-29T11:25:01Z2024-03-19T05:52:04ZThe goal of any SEO strategy is to get your website noticed. One of the more important aspects of most SEO strategies is developing backlinks. Backlinks are links on other websites that link back to your site. These links tell the search engines, “Hey, this site has some good info, and I link to it!” Most search engines use this to determine how popular a website is on the Internet. Let us first look at why search engines use this as a primary metric in determining where your website shows within the organic search results.<br /><br /><h2 class="subtitle">Page ranking & popularity</h2><br />Say you have a brand new website and the only people that are linking to you are CNN, The New York Times, and Microsoft. When a search engine sees this, it will immediately rank your website as an authority on that particular subject. If these high profile websites think you are an expert, then you must be. <br /><br />Now say instead of those big name websites, you have a slew of no name sites linking to your website. The search engines will see you are talking about a certain subject, but no one that matters is linking to you. This may or may not cause you to rise up in the search engines. The more backlinks you build will improve your overall ranking. However, only links from more popular sites will establish you as an authority on the web.<br /><br />Most sites are a mix of the two kinds of backlinks. The more high value links you can get, the better you will do. The more low value backlinks, the worse you will do.<br /><br /><h2 class="subtitle">The easy way out</h2><br />Many SEO firms will tell you that they will build you a certain number of backlinks. Often this is done in bulk across many websites. They will create profiles on directory sites such as DMOZ and Merchant Circle. Other, more <em>black hat</em>, techniques include duplicate blog content across multiple sites, blog comment back linking, and keyword stuffing. <br /><br />Earlier this year Google released the <a href="http://en.wikipedia.org/wiki/Google_Penguin">Penguin update</a> to its search engine algorithms. This update started to penalize and even remove sites that demonstrated these unnatural linking patterns. <br /><br /><h2 class="subtitle">Doing it in earnest</h2><br />Today, getting quality backlinks is less about building them and more about earning them. The first step in earning a quality backlink is developing quality content. Give your readers something interesting to read on a <a href="/blog/marketing/2012/07/26/masters-of-marketing-blogging-consistently">regular and consistent basis</a>. Once you become known as having good content, other webmasters whom are always in search for new content, will start to pick it up. This often leads to being a guest blogger on other websites.<br /><br />The next way to earn a backlink is engaged blog commenting and forum posting. When I say engaged, I mean it. Be a part of that community. Be a regular, and comment often. Post your own questions. This often involves posting many times about subjects unrelated to your target before you reach a point where you can post something related to your business. Once that happens, you could simply answer the question and place a link back to your website, right? Why not earn that backlink? Write a blog post that answers the asked question, and then backlink to that entry. Not only did you fully answer the question, but you have now allowed further readers the ability to see the full story.<br /><br />Finally, once you have established yourself as an authority of content on the Internet, you can start leveraging your popularity. This is where it gets a lot harder but a lot more valuable. This involves getting to know your local news media. Insurance lends itself well to today’s news media. The news shows house fires, natural disasters, car accidents and everything related to insurance. <br /><br />Watch the news, listen to the radio, read their stories online. When a story is covered that you have previously developed content regarding, send it to them, post it on their websites’ comment section, or call them with the information. They might not use it this time. However, they now know you are a source of information for next time.You do not have to be just covering a disaster, you can also have them cover the goodwill you are doing within your community.<br /><br /><h2 class="subtitle">Go Big</h2><br />Now for the dirty little secret about all media, albeit online (blogs, websites, social media), television, radio or otherwise, they are always hungry for stories and content. By now, you know how hard it is to write quality content on a regular and consistent basis. Just imagine doing it multiple times a day, seven days a week, every day of the year. If you are a known source, and offer quality content and stories, eventually your local media will pick up a story of yours.<br /><br />Now you earned your backlink on your local media’s website. How does that help you get on the highest quality national websites like ABC, CBS, CNN, FOX, and NBC? That same little dirty secret from before still holds true for even the national brands. They do not have the time or resources to develop content nationwide within today’s constantly churning news cycle. Therefore, they source it from local affiliates, who sourced it from you. Should you get a backlink from a national brand (news is just an example), your rankings and traffic will soar. <br /><br />As you can see, building backlinks without regard to content or placement is easy. Earning them is a lot harder. It takes work and patience. However, once you are known as an expert within the industry, your hard work will pay off.urn:uuid:344How Social Media Can Hurt Your Agency's Brand - Agency Marketing BlogPoorly managed social media accounts can backfire and hurt you instead of help your digital agency marketing. Watch out for these 6 mistakes.2012-10-24T10:50:34Z2024-03-19T05:52:04Z<img alt="" style="width: 250px; height: 205px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" src="/images/blog/social_media_optimization.jpg" title="Social media can hurt your brand" /><a href="http://www.getitc.com/blog/marketing/2012/10/16/9-ways-to-destroy-your-agencys-brand#.UIgRtYYk3Uw">Last week we talked about mistakes you could be making in your marketing that could hurt your brand.</a> This week let's focus on mistakes in social
media that could hurt your agency's brand.<br />
<br />
The insurance industry has begun to embrace social media. It's even become the norm to have more than one social media account. (Heck, we have five Twitter accounts, four Facebook Pages, two Google+ accounts and one LinkedIn business page.)<br />
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Social media moves quickly. Poorly managed social media accounts could backfire and instead of building relationships and raising your awareness online you could be hurting your agency. How? Here are six things to watch for and take care of immediately.<br />
<strong><br />
1. Lack of branding</strong><br />
<br />
Brand your social media accounts. For some consumers, this will be their first interaction with you. And if you don't make it easy for them to know who you are, you're doing yourself a disservice. Use your website as a guide. (<a href="http://www.insurancewebsitebuilder.com/">Don't have one?</a>) Incorporate your logo, agency colors, tagline and value proposition. Also, Facebook, Twitter and LinkedIn now all allow you to include a larger image on your profile in addition to your profile picture, aka avatar. Take advantage of this space and get creative with it. Just make sure to follow the <a href="http://www.getitc.com/blog/marketing/2012/05/22/follow-their-rules-or-you-might-lose-your-facebook-page#.UIgPfIYk3Uw">network's rules when applicable</a>.<br />
<br />
<strong>2. Not using the right social media networks</strong><br />
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The different social media networks are not meant for everyone. Each one has a specific purpose and different atmosphere. You don't have to use all of them. Instead, take some time to learn the differences as well as where you customers are. If your customers are on Facebook, would they like your Facebook Page if you had one? Do a little research and choose the networks that best fit your agency, your audience and what you want to accomplish on social media.<br />
<br />
<strong>3. No consistency</strong><br />
<br />
The easiest way to look bad fast on
social media is to ignore your accounts. Develop an editorial calendar
of subjects you can post about on a regular basis. Make a commitment to
frequently look around the web for news and stories you can share. There
are <a href="http://www.getitc.com/products/leadmanagement/">social media applications</a> that will allow you to
schedule your posts in advance so you can build up a library of posts
that will go out without you having to remember to update your profiles
every day.<br />
<br />
<strong>4. The wrong person is posting</strong><br />
<br />
Just because you can hire a college kid or your neighbor to manage your social media marketing doesn't mean you should. Their inexperience could potentially cause problems for you if a tweet they post opens you up to an E&O claim. Have the person (or people) in your office with at least some marketing experience take over your social media. Sometimes it helps to have multiple people posting to your social media profiles. Define who is responsible for posting on which days. Another option would be to <a href="http://www.getitc.com/solutions/agency_marketing/social_media/">get help from trained marketing professionals</a> who understand insurance marketing and social media.<br />
<br />
<strong>5. Ignoring comments<br />
</strong><br />
The beauty of social media and what makes it
so popular with consumers is that if someone leaves a comment on your
Facebook wall or mentions you in a tweet, she expects you to respond.
Social media is not a broadcast medium; it is two-way communication.
Would you ignore a ringing phone or someone who has walked into your
office? Of course not. Ignoring social media comments would be the same
thing. If you schedule your posts ahead of time, make sure you're
checking in periodically to see if anyone has left a comment or replied
to you. Respond as quickly as possible, and if necessary, follow up with
a private message or email. <br />
<br />
<strong>6. Venting on social media</strong><br />
<br />
Using social media as a venue for venting frustration or saying negative things, whether it's about your competition, your customers or your employees, is never a good idea. You and your agency will look bad to your followers. Practice common courtesy. It applies online just like it would at an in-person event.<br />
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Social media can make a big impact on your agency. But you have to give in order to get. It takes time and practice to figure out how social media is best going to work for you. Use social media well and avoid these six mistakes and you will begin to see the effects.<br />
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What other ways do you see poorly managed social media accounts hurting brands?urn:uuid:34310 Common Mistakes that are Hurting your SEO - Agency Marketing BlogList of easy mistakes that commonly hurt and reverse SEO efforts. Read how to implement on-site and off-site SEO strategies properly.2012-10-23T09:00:00Z2024-03-19T05:52:04Z<p>Search engine optimization can be overwhelming and confusing. There are a few key tips to always remember when optimizing your site, but there are also a few key things to always watch out for. Make sure you’re not letting your hard work be undone by any of these common mistakes.</p>
<p style="margin: 0in 0in 5pt; font-size: 1.2em;">1. Poor Choice of Keywords</p>
<p style="margin: 0in 0in 10pt 15pt;">Be smart about choosing the keywords you want for your website. Don’t just choose ‘Insurance’ as your keyword. <b>Do the research. Be Honest about your expectations. See what your competitors are up to.</b> Use free tools like Google AdWords Keyword Tool to find keywords with high search volume in your target area.</p>
<p style="margin: 0in 0in 5pt; font-size: 1.2em;">2. Page Loading Time</p>
<p style="margin: 0in 0in 10pt 15pt;">For search engines, page loading time is an official ranking factor. Simply put, users are happier to use sites that load faster. This can also help decrease your bounce rate and increase conversion rates. </p>
<p style="margin: 0in 0in 5pt; font-size: 1.2em;">3. Poor URLs</p>
<p style="margin: 0in 0in 10pt 15pt;">Through Insurance Website Builder’s console, customers can take advantage of <a href="http://www.getitc.com/blog/marketing/2010/10/27/customizable-page-urls-for-insurance-website-builder-customers">customizable page URLs</a>. Keeping generic file names like <i>YourSite.com/12-info.html</i> don’t let the search engines or users know what your page is about. Naming your pages with descriptive URLs will give you a boost in the right direction.</p>
<p style="margin: 0in 0in 5pt; font-size: 1.2em;">4. Duplicate Content</p>
<p style="margin: 0in 0in 10pt 15pt;">The main point of SEO is to gain favor with search engines. Having content on your site that is elsewhere in the web makes the search engines work harder to figure out which content is the original. After a while, search engines will simply stop spending the extra time and effort crawling sites that have duplicate content. So make sure you’re constantly addressing new topics in blog posts or replacing old content with new content to eliminate the chances of repeating yourself.</p>
<p style="margin: 0in 0in 5pt; font-size: 1.2em;">5. Default Title & Keywords</p>
<p style="margin: 0in 0in 10pt 15pt;">The first thing users see in search engine results is the content used in the Title and Description of your site. Don’t leave your Title and Description as the default, which is probably just your agency name. Utilize your keywords and include information specific to your site and agency. This is often the first impression made upon users in search engines, so don’t leave it to chance.</p>
<p style="margin: 0in 0in 5pt; font-size: 1.2em;">6. Choosing Looks over Content</p>
<p style="margin: 0in 0in 10pt 15pt;">It’s easy to choose a great design and think that will be enough to attract users to your site. Unfortunately, users are attracted to sites through search engines, and search engines aren’t attracted to design. Make sure you make your site desirable for both search engines and users. </p>
<p style="margin: 0in 0in 5pt; font-size: 1.2em;">7. Keyword Stuffing</p>
<p style="margin: 0in 0in 10pt 15pt;"><strong>Search engines cannot be manipulated.</strong> Do not repeat and inundate your site with keywords to the point where it comes off unnatural. This is frowned up on by search engines and turns users away. In the end, your traffic and ranking will both suffer.</p>
<p style="margin: 0in 0in 5pt; font-size: 1.2em;">8. Ignoring ALT Tags</p>
<p style="margin: 0in 0in 10pt 15pt;">An ALT tag is used on images to describe the photo. This has made ALT tags become an integral part of SEO, as they offer descriptions and make use of keywords. Images in particular reinforce what is considered highly important. Some search engines have lowered the importance of ALT tags, but they still remain an imperative and required element of SEO. </p>
<p style="margin: 0in 0in 5pt; font-size: 1.2em;">9. Quantity over Quality</p>
<p style="margin: 0in 0in 10pt 15pt;">When it comes to link building and backlinking, some think that the more links, the better. This is not always the case. As mentioned in this list of <a href="http://www.getitc.com/blog/marketing/2012/10/16/easy-list-of-how-to-fully-benefit-from-your-website">valuable tips</a>, link to other trusted, authoritative sites. As with keyword stuffing, going overboard is unnatural and frowned upon by search engines. Concentrate on building relevant links, rather than a certain amount of links.</p>
<p style="margin: 0in 0in 5pt; font-size: 1.2em;">10. Set It & Forget It</p>
<p style="margin: 0in 0in 10pt 15pt;">The most common and dangerous SEO mistake is when sites are updated once, then forgotten about. Search engines are constantly changing their algorithms and always looking for something new, so don’t let your site <a href="http://www.getitc.com/blog/marketing/2012/05/03/lets-talk-expiration-dates">go stale</a>. Updating, blogging, and coming up with new content may not be easy, but it’s necessary. Pick keywords, utilize a strategy, and be consistent for a few months. At that point, feel free to research new keywords and repeat the process all over again. But do not, under any circumstances whatsoever, think that SEO is a one-time project or commitment. </p>
<p>There are many ways to make your rankings increase, but be weary of quick fixes. SEO is a slow and steady process. As quickly as your ranking rise, they can also fall. It’s important to maintain your SEO efforts, so make sure you’re keeping a steady pace. Be sure you’re looking out for the easy mistakes that so commonly hurt and reverse SEO efforts. Follow this list, as well as this <a href="http://www.getitc.com/blog/marketing/2012/10/16/easy-list-of-how-to-fully-benefit-from-your-website">beneficial list</a> to make sure your site is heading in the right direction.</p>urn:uuid:340Throttling It Up to 110% - Agency Marketing BlogYou are part salesperson, part insurance expert, and part crisis mitigator. How do you become more efficient as an agent? By giving 110%?2012-10-22T10:16:00Z2024-03-19T05:52:04ZFrom my dad to coaches and everyone in between would tell me to give 110%. Being rooted in logic and mathematical numbers, I always thought how can you give more than 100% when 100% is all you have?<br /><br />I was a huge Space Shuttle fan. I watched every launch, knew every detail, and even tried to become an astronaut until they told me that being 6’5” tall pretty much ruled that out. One of the things that has continued to intrigue me about the Space Shuttle was that it normally operated at 104.5% power and even as high as 111% in emergencies. How could these super smart rocket scientists get it wrong and allow something to do more than what it could do? Was I missing something?<br /><br />During a visit to NASA in Florida I asked about my quandary and was answered with the following, “The shuttle’s engines can only run up to 100% of their ability.” Sweet vindication! The rocket scientist continued, “The reason you hear numbers over 100% is due to the fact that the performance is rated against the original design to keep in line with the test data.” Wow, that makes way too much sense. Maybe those scientists can keep their degrees for another day.<br /><br />With that in mind, during the following 15 years as I started my career, I was driven by the following philosophy: to get more work done, do not work harder or smarter, just more efficiently. <br /><br /><h2 class="subtitle">Throttle up your agency</h2><br />Insurance agents are consistently overworked. You are part salesperson, part insurance expert, and part crisis mitigator. With all that is going on, how could you possibly spend time on growing your business while balancing your work with friends and family? Work more hours? Work weekends? Skip a soccer game? No one wants that. Instead make you and your agency more efficient. Redefine 100%.<br /><br /><h2 class="subtitle">"Go for throttle up"</h2><br />How can you make your agency more efficient? The first step is to automate internal processes as much as possible. The first step is with an <a href="/products/management/">agency management system</a>. This allows you to easily find customers, look up policy details, download policy updates and electronically file and store documents within a customer’s record. A good management system can save an agent hours of work each and every single day.<br /><br />The next improvement is with a <a href="/products/rating/">comparative rating system</a>. If you are writing through more than ONE carrier website than you need a comparative rater. The reason is twofold.<blockquote><i>Single Quote Entry</i><br />Why input the insured’s details on more than one website? Why train agents how to login and navigate multiple carrier websites? Why repeat the process when you receive a new piece of information that affects the consumer’s quote? With a great rating system you would be able to insert, update and re-rate quotes in a fraction of the time it takes to use a carrier website.<br /><br /><i>Speed</i><br />With most quotes being handled over the phone you have less than two minutes to collect information and return a quote to customer. You would be hard pressed to do this within a single carrier’s website, let alone more. A well laid out rating system will allow you to quickly ask the questions required and return a quote within those two precious minutes. If you currently use a rating system that takes more than four minutes (start to finish) to quote and return rates, it is time that you look at upgrading to a system that fits your more efficient needs. I cannot stress this next point enough. If you have to call back a prospect with a rate, then two things are happening: you are spending too much time quoting and the likelihood of that consumer going elsewhere increases exponentially.</blockquote><h2 class="subtitle">Putting marketing on autopilot</h2><br />An automated marketing strategy is key for your agency. This allows you to spend more time quoting and servicing your customers versus worrying about tedious follow ups, which often fall between the cracks anyway.<br /><br />The first way to automate your agency’s marketing is to have <a href="/products/websites/">a great website</a>. It should quickly capture visitors and drive them to a quote or contact page through a clear and concise call to action. The next function of a website is to educate customers when you cannot. Finally, your website should be used as a landing page for your <a href="/products/leadmanagement/">email marketing</a> …<br /><br />… which automatically sends follow up emails in a drip fashion to your prospects. Once a prospect fills out a form on your website or you insert a customer into your rating/management system the drip process should be initiated automatically. Each line of business should have its own string of emails that are dedicated to closing the prospect.<br /><br />Once closed, your marketing system is not finished. It should transition to the role of retention and referral marketing. How often are you touching your customers? If not at <i>least</i> a quarterly basis then you need to start because consumers are getting inundated with marketing from your competition who are actively trying to take your customer.<br /><br /><h2 class="subtitle">Getting some downtime</h2><br />During the ascent of the Space Shuttle as aerodynamic pressures increase, the shuttle is throttled down to 72% to relieve stress on the vehicle. The goal of owning your own agency is to make a living. Living includes fun while not working at times. However, when you throttle down a bit to have that long deserved vacation, know that your agency is working more efficiently than it did before so when you are getting 72% your agency is still working at 100%.urn:uuid:341New Enhancements to TurboRater - Agency Rating BlogBased on customer requests, we are continually adding new features to our insurance rating system TurboRater. These are some of our most recent enhancements.2012-10-18T14:59:55Z2024-03-19T05:52:04ZBased on customer requests, we are continually adding new features to our insurance rating system TurboRater. Below are some of our most recent enhancements.<br />
<br />
1. TurboRater integrates with our email marketing system <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> allowing agents to automatically start a drip email process after providing a consumer with a quote. This drip email process increases conversions for agents because it keeps the agency top of mind of the consumers for when they are ready to buy. Now premium information is exportable from TurboRater to AgencyBuzz allowing agents to include the quote provided in the drip emails they send to their prospects.<br />
<br />
2. We have significantly improved the speed to display rates. We are unmatched by any vendor in how fast our rating system works. It typically takes five seconds or less to receive rates back in TurboRater.<br />
<br />
3. Available only in Texas, agents can shave minutes off of the time it takes to enter a quote with our Household Data Prefill function. By entering only the insured's driver's license and date of birth, your quote will be instantly pre-filled with the following:<br />
<br />
• Insured's name<br />
• Insured's address<br />
• Date of birth for all drivers<br />
• Complete VIN for all vehicles in the household.<br />
<br />
To learn more about these or other features in TurboRater, call us at (800) 383-3482 option 6.urn:uuid:338Insurance Website Builder Introduces Site Search - Agency Marketing BlogFull site search on your website allows you to index and store large amounts of content and pages on your insurance site.2012-10-17T09:12:00Z2024-03-19T05:52:04ZWhen creating a website you might think of everything, <a href="http://www.getitc.com/blog/marketing/2012/08/27/5-tips-to-turn-your-insurance-website-into-a-favorite-online-destination">the best graphics, the nicest layout, and the friendliest navigation</a>. This all works well in the beginning, however, once you site begins to grow and change over time you start to <a href="http://www.getitc.com/blog/marketing/2011/12/22/the-importance-of-relevant-content-in-your-email-marketing-content-is-king">develop a lot of content</a> that is nested deep within your site.<br />
<br />
Using best navigation practices it is impractical (and not recommended) to link to every piece of content that you have ever created. Therefore, it is imperative that you have a utility that allows users the ability to easily search your site for the content they need.<br />
<br />
To meet this need, every Insurance Website Builder site includes a fully featured site search. This search feature regularly indexes your site for updated content. You can access your built-in search utility by visiting your domain name forward slash search.<br />
<br />
At ITC it is our goal to continually add new functionality to enhance the overall value that we provide. To learn more about customizing the site search for your website, contact the Insurance Website Builder support department.urn:uuid:339Easy List of How to Fully Benefit from Your Website - Agency Marketing BlogPage Ranking is determined by various factors, and you can work towards raising the ranking of your page through the following SEO tips.2012-10-16T14:00:00Z2024-03-19T05:52:04Z<ol>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Site Title & Description<br />
</span><span style="font-size: 10pt;">This is what search engines read and display, so make it concise, but descriptive. (For example, ‘Auto, Home, Life Insurance – Dallas, Plano, Richardson TX’ for the title and ‘Example Insurance Agency specializes in auto, home and life insurance in Dallas, Plano, Richardson and the surrounding areas of Texas.’ for the description ) Limit your title to 65 characters and description to 150 characters. Search engines will not index characters beyond this limit. Use this </span><a href="http://www.javascriptkit.com/script/script2/charcount.shtml" target="_blank"><span style="font-family: calibri; color: #0000ff; font-size: 10pt;">Javascript Kit webpage</span></a><span style="font-family: calibri; font-size: 10pt;"> to count your characters.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Connect to Google & Bing Web Analytics<br />
</span><span style="font-size: 10pt;">Be sure you’re </span><a href="http://www.getitc.com/blog/marketing/2010/04/08/web-statistics-and-tools"><span style="font-family: calibri; color: #0000ff; font-size: 10pt;">tracking your visitor activity</span></a><span style="font-family: calibri; font-size: 10pt;"> to see what’s popular and what’s simply not working.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Backlinks<br />
</span><span style="font-size: 10pt;">Comment on blogs and forums, leaving keywords and links back to your site. Do this continually over time.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Listings & Directories<br />
</span><span style="font-size: 10pt;">Submit to popular sites like DMOZ, Yahoo, & Best of the Web. Make sure all information is correct.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Google+ Local<br />
</span><span style="font-size: 10pt;">Add a +1 badge to your site, share content on your +1 page, use </span><a href="http://www.getitc.com/products/leadmanagement/"><span style="font-family: calibri; color: #800080; font-size: 10pt;">AgencyBuzz</span></a><span style="font-family: calibri; font-size: 10pt;"> to ask for reviews, and be active.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">AgencyBuzz Utilization<br />
</span><span style="font-size: 10pt;">Stay in constant communication with your customers and let </span><a href="http://www.getitc.com/products/leadmanagement/"><span style="font-family: calibri; color: #800080; font-size: 10pt;">AgencyBuzz</span></a><span style="font-family: calibri; font-size: 10pt;"> enhance your agency’s efficiency. </span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Online Reviews<br />
</span><span style="font-size: 10pt;">Search engines will look highly upon positive reviews from customers, so don’t be afraid to ask customers to submit their opinion on Google Places. </span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Blog<br />
</span><span style="font-size: 10pt;">Include optimized title, add keywords, & link internally. If there is a source, be sure to cite it. </span><a href="http://www.getitc.com/blog/marketing/tag/blogging/"><span style="font-family: calibri; color: #0000ff; font-size: 10pt;">Blogging is effective</span></a><span style="font-family: calibri; font-size: 10pt;">, more than most people realize.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Social Media<br />
</span><span style="font-size: 10pt;">Utilize Facebook & Twitter integration. Be interactive.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Quality Content<br />
</span><span style="font-size: 10pt;">Use Geo-Targets, Lines of Business, and updated, relevant content. Do not duplicate content. Make content flow naturally, do not over-saturate with keywords.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Internal Linking<br />
</span><span style="font-size: 10pt;">Create quality anchor text (search engines use this to determine the subject matter of a link, so instead of using ‘click here’ as a link, try ‘Dallas auto insurance’) and help guide your consumers to related content.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Customized URLs<br />
</span><span style="font-size: 10pt;">You can </span><a href="http://www.getitc.com/blog/marketing/2010/10/27/customizable-page-urls-for-insurance-website-builder-customers"><span style="font-family: calibri; color: #800080; font-size: 10pt;">customize your links</span></a><span style="font-family: calibri; font-size: 10pt;"> so that they’re optimized and descriptive. </span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Landing Pages<br />
</span><span style="font-size: 10pt;">These are pages concentrated on one goal, simplifying the life of your customer. They can be used in conjunction with Pay Per Click campaigns, email marketing, social media campaigns, and can help </span><a href="http://www.getitc.com/blog/marketing/2012/09/27/masters-of-marketing-how-to-create-effective-landing-pages"><span style="font-family: calibri; color: #800080; font-size: 10pt;">increase lead conversions</span></a><span style="font-family: calibri; font-size: 10pt;">.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Outbound Links<br />
</span><span style="font-size: 10pt;">Link to other trusted, authoritative sites, which can in turn make your site more trustworthy.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Loading Speed<br />
</span><span style="font-size: 10pt;">A fast-loading site will win the trust of search engines, so try not to have too many extra additions that may be slowing down your site.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Domain Age<br />
</span><span style="font-size: 10pt;">Plain and simple: Search engines like domains that have been registered for several years. </span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Pay Per Click Campaigns<br />
</span><span style="font-size: 10pt;">These campaigns are competitive for Insurance keywords, but they can definitely help generate leads and increase page rank for search engines.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Do Not Buy Links<br />
</span><span style="font-size: 10pt;">Unnatural tactics will get your site penalized by search engines. Build your links slowly and consistently to build up a reputation with search engines.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Focus on Target Keywords<br />
</span><span style="font-size: 10pt;">Make sure your site has a clear message and focus. Use important phrases that people may be searching for, but remember not to over-saturate your page and make it appear ‘spammy’.</span></li>
<li style="padding-bottom: 7px;"><span style="font-size: 12pt;">Submit Articles<br />
</span><span style="font-size: 10pt;">Use sites like GoArticle or Ezine to submit relevant articles and increase your visibility. </span></li>
</ol>urn:uuid:3379 Ways to Destroy Your Agency's Brand - Agency Marketing BlogYou want to avoid making these nine marketing moves because they could potentially hurt your agency's brand.2012-10-16T08:00:00Z2024-03-19T05:52:04ZMany insurance agencies don't have an employee dedicated to their agency's marketing. Those employees who do their agency's marketing often have other duties and responsibilities that take time and focus away from the agency's brand. And that's fine.<br />
<br />
However, there are things that could hurt or destroy your brand if you're not careful. Here are 9 marketing moves to avoid.<br />
<br />
<strong>1. No logo</strong><br />
<br />
Your brand identity is not entirely your logo, but it does start there. Don't waste an opportunity to start raising awareness and building your agency's identity because you don't want to pay for a logo. You don't have to blow your entire marketing budget for the year on a logo. Just find a good graphic designer who can create a logo for you that will visually represent you and your agency.<br />
<br />
<strong>2. Inconsistency</strong><br />
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Every brand makes changes to its logo over time. Just compare old logos from Coca-Cola and Apple with the ones they use today. But you should not make changes too often to your logo. Inconsistency in your logo and frequent changes will keep you from being recognized. An occasional refresh is okay. Make sure when you do update your logo, you change to the newer version <span style="text-decoration: underline;">everywhere</span> your logo appears. <br />
<br />
<strong>3. Lack of brand imaging</strong><br />
<br />
Set standards for your agency in terms of font, layout for important documents and value proposition. Hold your employees to these standards. This will help ensure everyone in your agency is using the same messaging to describe who you are and what you do as well as avoid less than professional-looking fonts in important correspondence with prospects and customers.<br />
<br />
<strong>4. No customer service training<br />
</strong><br />
Customer service is not just for your CSRs. All of your employees need customer service training because they all represent you. Every interaction someone has with your agency - and I mean every single one: a simple phone call, seeing an ad or walking into your office - is a marketing opportunity.<br />
<br />
<strong>5. Neglected signage</strong><br />
<br />
Take a look at the signs outside your office and at the signage you use at events. How does it look? If it looks worn or tired, you're sending an unintentional message that your agency is not doing well or doesn't care. People aren't going to want to give their business to an agency that seems to have stopped caring. <br />
<br />
<strong>6. Lack of email signature</strong><br />
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Your email signature is your digital signage. It needs to include your contact information <span style="text-decoration: underline;">and</span> your logo. It's another opportunity to increase recognition for your agency. You don't need to list every phone number or location. Keep it simple. A small logo with the important information so people can quickly find it and connect with you.<br />
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<strong>7. An old website</strong><br />
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An effective online presence must be considered part of your living, breathing and updated brand. You must commit to keeping your website up-to-date and fresh. Because otherwise you will be losing prospects to your competition. Review your website consistently making it part of your regular marketing activities so you won't miss updating stale or missing information.<br />
<br />
<strong>8. No social media</strong><br />
<br />
Life as an insurance agent is busy. Make a plan for social media and it doesn't have to become a drain on your time. There are tools that can help you manage your social media profiles so you can schedule posts ahead of time. You may not like Twitter or Facebook, but you do not have the luxury to ignore it in today's socially-connected society. <br />
<br />
<strong>9. Not knowing what your customers think</strong><br />
<br />
Have you ever asked your customers what they think of your agency? If you answered "no," it's time you started because you're missing out on a fantastic marketing and learning opportunity. Survey your customers to find out what they like about your agency, what you're doing right, what you're doing wrong. The results could be fantastic testimonials to share on your website and social media as well as a chance to cross sell another line of business.<br />urn:uuid:334Selling Value Insurance with Price-based Marketing - Agency Marketing BlogCater your marketing to price driven customers while providing a value based offering that matches their actual needs.2012-10-15T11:12:21Z2024-03-19T05:52:04ZThe holidays are approaching. The time for sales, door busters, and insane pricing is upon us. It reminds me of last year when I wanted a new TV. Holiday discounted prices finally caused me to act and get rid of my old TV.
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<br />
I ventured down to my local electronics store and started checking out the deeply discounted TV mentioned in an ad. Right next to it was an even better TV for just a few dollars more. The salesperson helpfully explained to me why it was better than the cheaper TV: better picture, better sound and able to connect to the Internet. “Wrap it up,” I tell him. He continues to tell me that if I want that awesome picture I would need the gold plated HDMI cables. Fine; throw it in the cart.
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<br />
Now I am happy that I have an even better TV than I originally was looking at and am walking out the door with what I consider to be a great deal. Wait. There’s more.
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<br />
The girl behind the register notices that I am loading up in style and mentions the extended warranty. “Of course!” I said. “I need this awesome TV covered as long as possible.” At this point, the excitement of a new toy has blurred the line between want and need. I NEED that latest and greatest TV. By the time I realize that I was upsold and paid quite a bit more than I originally anticipated, my new score has been loaded into my car.
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<br />
This is a prime example when price can cause a customer to act, yet sensibility and desire to have that product takes over.
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<br />
<h2 class="subtitle">How does this apply to insurance?</h2>
<br />
Insurance is very different from my TV (which by the way has an awesome picture). You cannot offer door buster pricing. There are no this week only sales. There is only cold, hard pricing based upon underwriting guidelines and complicated risk based algorithms. Only a differentiation in carrier, coverage, limits, and deductibles create a more or less expensive pricing option.
<br />
<br />
I hear it all the time. “I don’t sell on price; I sell on value. That is what makes me different.” This is fine, but offering what people need will not get people in the door. Consumers want a low price. However, their coverage needs do not often call for that lower price offering. This means you need to have diversity: a low price to get them in the door and better options that fit their actual needs.
<br />
<br />
The direct writers know this all too well. Every commercial you see from the direct writers talks about saving money on insurance… save this, discount that, cheaper rates and so on. They are engaging the consumer using price. With that said, give one of them a call about that low price offering. You will be quickly upsold to the plan that better fits your needs. They will expertly explain to you why lower coverages are a poor choice and how this other plan is what you need to protect you financially. If the consumer is persistent about the lower price offering, the direct writer will still sell the product to the customer.
<br />
<br />
<h2 class="subtitle">Choice in upselling</h2>
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Choice. This is what makes being an independent agent unique. You have a choice in carriers and plan offerings. This choice gives you a distinct advantage against the direct writers. Advertise both a low price as well as your ability to offer a complete coverage package.
<br />
<br />
After getting a lead into your door (via, web, phone or actually walking in), it is time to sell him the plan that meets his needs, not his low price wants. Ask about his family, his financial position, and what is important to him. Engage and educate. Take the time to explain why the coverages he needs might cost more than he wants, yet is the better choice for him and his family. This is where salesmanship, training, and product knowledge will pay off.
<br />
<br />
<h2 class="subtitle">Keeping the value selling agency model</h2>
<br />
This is where I differ from the direct writers above. Selling a low-end product while promising a high-end experience is a good way to upset a customer. If you are a very large company with a PR firm and a “the little guy does not matter” mentality then sell that low price product until you are blue in the face. However, you are not. You care about your customer. You care about your image. You care about YOUR financial livelihood.
<br />
<br />
There is no shame in turning away a sale. If the customer’s continued expectation is complete coverage at liability only pricing, you might have to tell him that you cannot meet his insurance needs. This might force him to take a second look at your needs-based offering. If you, the professional insurance agent, who has taken the time to listen and educate is willing to lose a sale versus seeing them get a bad deal… you might just earn a customer for life.urn:uuid:333Where to Look for Great Content Ideas for Your Blog - Agency Marketing BlogThe best place to look for ideas on what to blog about on your insurance website is your customers. Listen to what they're asking and write about it.2012-10-09T17:19:56Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/blogging_thumb.jpg" title="Blog Ideas" style="float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />We <a href="http://www.getitc.com/blog/marketing/2012/04/12/grow-your-business-and-have-fun#.UHSjL1Ek3Ux">talk a lot about blogging here</a> on the ITC Marketing Blog. For good reason as it plays an important role in adding fresh content to your website, which search engines love, and promoting your agency and your knowledge as an insurance expert, which your clients appreciate.<br />
<br />
Blogging can easily become a daunting task. Especially if you struggle with what to write about. There are <a href="http://www.getitc.com/blog/marketing/2012/04/05/what-to-blog-about#.UHSjSFEk3Ux">several places to look for ideas</a> on what to blog about. But the best place to look are your customers.<br />
<br />
What are the most common questions your customers ask you? If you're not sure, keep a list somewhere of all the questions you get in a week. Start with the most popular questions and work your way down the list writing a blog post for each one. <br />
<br />
Sure, some of the posts may be short, but who says they have to be long to be a blog post? You don't need to write a term paper in order for the content to be considered good or helpful. <br />
<br />
You can also ask your customers. Create a short survey and send it to your customers through your email marketing tool asking them for their insurance questions. Then write a post for each question you get. You could even include these posts in your agency newsletter so your clients know you answered their questions.<br />
<br />
The point is to listen to your customers and provide them with the content they want. A blog shouldn't be about your or your agency. It needs to be about your customers and prospects and the information they're looking for.urn:uuid:33116 Questions Your Insurance Website Must Answer - Agency Marketing BlogYou only have a few seconds to convince a visitor to stay on your website. If your site can answer these questions, visitors are more likely to stay.2012-10-02T17:14:12Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/istock_000013271594xsmall.jpg" style="width: 250px; height: 172px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" title="Internet marketing for Insurance Websites" />You only have three seconds to convince website visitors to stay on your website. If you don't make a good first impression, they will not hesitate to leave and never come back.<br />
<br />
When consumers come to your insurance website for the first time, they have questions. Questions you should answer. We look for subconscious clues on a new website to determine if that website is going to give us what we want. Prove your website is trustworthy and that it has the answers consumers seek, and they'll stick around longer.<br />
<br />
So what are these subconscious clues we look for? Answers to these 16 questions.<br />
<br />
1. Do you have a search box? Is your navigation easy to use and understand?<br />
<br />
2. Do you have an About Us page? Can I learn about your employees?<br />
<br />
3. Are you real? Do you have an office? Where is it located? What are your hours? Phone number? Do you have a map to your office?<br />
<br />
3. Are you on Facebook? Twitter? LinkedIn? How can I follow your social media side to further learn more about you?<br />
<br />
5. What is the culture at your agency like? Would I like working with you?<br />
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6. If I'm not ready to purchase a policy, how do we keep in touch? Do you have a blog? Newsletter?<br />
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7. Is your website secure? If I start to fill out a form, are there icons that tell me your site is safe?<br />
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8. Do you have customer testimonials? Where is the social proof that other people have liked working with you?<br />
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9. Should I trust you? Are you part of my community? What about any organizations?<br />
<br />
10. Will you keep my email address to yourself or sell it? <br />
<br />
11. How are you different from another agency?<br />
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12. Have any of my friends bought insurance through you? Are they connected with you on Facebook? If so, can I tell by looking at your website?<br />
<br />
13. Are you fun? Serious? Quirky? Knowledgeable?<br />
<br />
14. What's your story?<br />
<br />
15. What do you believe in? Do you make that part of your agency?<br />
<br />
16. Why should I pick you over another agency?<br />
<br />
That's a lot of questions to answer in a short amount of time. But you can easily answer them with content, graphics or features to instill the confidence needed for a consumer to stay on your website long enough to convert into a lead.<br />
<br />
So, how did your website do?urn:uuid:330Masters of Marketing: How to Create Effective Landing Pages - Agency Marketing BlogMasters of Marketing presents a webinar on how to create effective landing pages. Learn the key points to increase lead conversion with examples. 2012-09-27T14:18:18Z2024-03-19T05:52:04ZOur latest Masters of Marketing webinar talks about when and how to use landing pages. Click below to see the presentation.
If you would like
to join us every fourth Thursday of the month at 12:00 p.m. Central when we discuss marketing tips,
you can <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">register here</a>.<br />
<br />
<iframe width="427" scrolling="no" height="356" frameborder="0" src="http://www.slideshare.net/slideshow/embed_code/14488481" marginwidth="0" marginheight="0" style="border-style: solid; border-color: #cccccc; border-image-source: none; border-width: 1px 1px 0px; margin-bottom: 5px;"> </iframe>
<div style="margin-bottom: 5px;"> <strong> <a href="http://www.slideshare.net/iwb_insurance/masters-of-marketing-how-to-create-effective-landing-pages" title="Masters of Marketing: How to create effective landing pages" target="_blank">Masters of Marketing: How to create effective landing pages</a> </strong> from <strong><a href="http://www.slideshare.net/iwb_insurance" target="_blank">Darmini Kara</a></strong> </div>
<br />
<br />
<h2><strong>What is a Landing Page?</strong></h2>
A landing page is created with a specific marketing campaign in mind. It is a simple page, with only one topic of information on it. This is to make the process of completing a goal as easy as possible for the customer. You can use landing pages in conjunction with PPC campaigns, email marketing, direct mail, tv or radio commercials, print ads, social media campaigns.<br />
<h2><strong>Why use Landing Pages?</strong></h2>
Sending prospects to your homepage is not ideal because often times there are many different elements present on a homepage, and you don’t want to confuse or frustrate your potential customers. Therefore sending them to a landing page is better because a customer there will only be one topic on that page, with one goal. This will lead to a higher conversion rate. It is also much more effective to track leads and conversions with landing pages, that is, which of your ads work the best and why.
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<br />
Let’s talk specifics. Just creating a web page is not going to be enough to convert your leads. Therefore there are certain elements that have to be present on your landing pages in order to get the most number of leads.
<ol>
<li>
<h2> A Single Call-to-Action</h2>
Having a single call to action will increase the number of conversions on a page. Make it so the customer has only one thing to do on a page, that is, what YOU want them to do. So provide a clear call to action to fill in a quote form, get a policy review, refer a friend or participate in a contest.
</li>
<li>
<h2>Ad Copy must Correspond</h2>
Whatever your ad copy says must match the headline on your landing page. This keeps the customer focused on the message, and leads to goal completion. If you promise something in your ad, but don’t fulfill that promise in your landing page, then the customer is likely to leave without doing what you want them to do. For example, your email newsletter talks specifically about getting a lower rate on your home insurance, so your landing page should only talk about the benefits of signing up with your agency for a home insurance policy.</li>
<li>
<h2>A/B Testing</h2>
You may think that you have a great landing page, but for some reason your conversion rate is terrible. This is where A/B testing comes in. Mix and match elements on the page to see what works, and try and get real user feedback to create a page that your customers will respond to.
</li>
<h2>Add Testimonials</h2>
Customers like seeing what other customers think about a product or service. We do it everyday, on Amazon and more recently on social media sites. This adds a sense of credibility to your product, so add a testimonial or two to your landing page. If you can get a large customer to write a testimonial, even better!
<li>
<h2>Add Video</h2>
Let’s be honest, people are more likely to watch a video rather than read what’s on a landing page. Kill two birds with one stone, and add a customer testimonial video. Just make sure its short, and the person on camera is charismatic and interesting. You can also provide informational videos, like why switching to an independent agent would be beneficial, or how a prospect can save on their home insurance by switching to your agency.
</li>
</ol>
If you are going to participate in any other marketing or advertising initiatives, then landing pages are necessary to increase your lead conversions, as well as to track which ads are working. Think carefully about what you want to add to your landing pages, as this could mean the difference between a written policy or not.<br />
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<strong>Let’s take a look at some examples now, and which aspects are effective. </strong>
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<br />
<img alt="Heritage Insurance website screenshot" title="Heritage Insurance Ltd" style="width: 200px; margin-right: 15px;" src="/images/blog/heritage.jpg" /><br />
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This page grabs your attention to the center of the page, the only warm colors on the page, with an arrow pointing to it. You know exactly where and how to get started. The page is also optimized for the search engines by including relevant content at the bottom of the page. <a title="Heritage Insurance Ltd" target="_blank" href="http://www.saskvehicleregistration.com/">http://www.saskvehicleregistration.com/</a><br />
<br />
<img alt="General Insurance Services website screenshot" title="General Insurance Services" style="width: 200px; margin-right: 15px;" src="/images/blog/general.jpg" /><br />
<br />
Again, the element that grabs your attention is the large orange button on the page. It also highlights the advantages of signing up with the agency. Even though it has other buttons, on there, those are at the bottom of the page, and out of the way. <a target="_blank" title="General Insurance Quotes" href="http://www.gisquotes.com/">http://www.gisquotes.com/</a><br />
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<img alt="Obar Insurance website screenshot" title="Obar Insurance" style="width: 200px; margin-right: 15px;" src="/images/blog/obar.jpg" /><br />
<br />
A single call to action, select a line of business to get a quote. <a title="Affordable Obar Insurance" target="_blank" href="http://www.obarinsurance.com/quote/">http://www.obarinsurance.com/quote/</a><br />
<br />
<img alt="Absolute Integrity Insurance Group website screenshot" title="Absolute Integrity Insurance Group" style="width: 200px; margin-right: 15px;" src="/images/blog/absolute.jpg" /><br />
<br />
Include a form on your page to reduce the number of clicks for a prospect to complete a goal. <a title="Absolute Integrity Insurance Group" target="_blank" href="http://www.aiinsurancegroup.com/other/mortgage_broker_referral_form.aspx">http://www.aiinsurancegroup.com/other/mortgage_broker_referral_form.aspx</a><br />
<br />
<img alt="Key City Insurance website screenshot" title="Key City Insurance" style="width: 200px; margin-right: 15px;" src="/images/blog/keycity.jpg" /><br />
<br />
This page includes information to the customer, as well as a simple form. <a title="Key City Insurance" target="_blank" href="http://www.stgeorgeins.com/">http://www.stgeorgeins.com/</a>
<br />
<br />
If you are going to participate in any other marketing or advertising initiatives, then landing pages are necessary to increase your lead conversions, as well as to track which ads are working. Think carefully about what you want to add to your landing pages, as this could mean the difference between a written policy or not. <a title="Contact us" href="/contact/">Contact us</a> to talk about creating a website or landing page for you.urn:uuid:329Server Maintenance on the night of October 6th - Agency Management BlogServer maintenance is planned for the night of October 6th2012-09-26T11:44:49Z2024-03-19T05:52:04ZOur servers will be unavailable from 11 PM to 3 AM on the night of October 6th for upgrades. Please plan on InsurancePro services being unavailable during this time while we work to ensure a high quality of service. Thank you!urn:uuid:328How Social Media Has Changed How Your Customers Think - Agency Marketing BlogSocial media has dramatically changed the world of business. Marketing must be adapted to stay effective.2012-09-25T17:34:29Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/istock_000007384552xsmall.jpg" style="width: 250px; height: 166px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" title="How social media has changed how your customers think" />The world has changed dramatically in the last seven years or so. In large part thanks to social media. <br />
<br />
And it's not just about the technology. Business has become social as social media has changed how consumers think, how they buy, how they perceive brands and value and what is expected in terms of customer service. <br />
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<ul class="ulstyle-bullets">
<li>Consumers are now online for more than four hours a day, which is 25% of their days if you assume sleep takes up eight hours.</li>
<li>Consumers turn to Google and their friends first for advice and information before they ever come to you. This means when you do hear from prospects, they are further down the sales funnel than they used to be. And if your website does not provide the information they search for, they will move on to your competition.</li>
<li>Internet access is available 24 hours a day, 7 days a week from anywhere thanks to smartphones and tablets. How does your website look on these mobile devices? If the answer is not great and difficult to navigate, you're missing a huge opportunity.</li>
<li>Communication has become a two-way dialog, and consumers expect responses to their questions and comments on social media quickly. Traditionally, marketing has been a one-to-many broadcast through advertising channels with brands controlling the message. Now consumers can add their own messages. While it can be scary to let go of your content, it opens up the opportunity to better learn about your customers, which helps you to better serve them.</li>
<li>Consumers are active and not just passively consuming goods and services. They create information and share it. What they are sharing and what they say cannot be controlled, but it can be influenced. The influence comes from knowing your customers and what they want.</li>
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This shift in marketing means it is no longer about your agency. It is about your customers, getting to know them and how to make their lives easier and better.urn:uuid:327The Magic Number - Agency Marketing BlogHow many emails should you be sending a month to your readership? Let's find your magic number. 2012-09-24T17:38:31Z2024-03-19T05:52:04Z<p>I’m asked all the time “How often should I send marketing emails to my subscribers?” The answer to this question, however, really depends on your agency’s specialty as well as your sales personality. Does your shop cater to commercial lines customers or are you a local shop who writes mainly personal lines? Do you generally use an aggressive sales technique or are you more laid back with your approach to sales? <span> </span>This equation is really three fold: specialty + personality + empathy = frequency. </p>
<p><strong>Let’s start with specialties:</strong> Business to business (B2B) communications tend to be more formal and less frequent; where business to consumer communications (B2C) can be less formal and more frequent because of the nature of the audience and not necessarily the size or your agency or book of business. <span> </span>Now, if you’re an agency who writes both commercial and personal lines you should be segmenting your lists and tailoring your communications to fit your audience’s needs. Separate your commercial lines customers and prospects from your personal lines contacts and I can guarantee you will see more engagement from both groups because your message will better match your audience.</p>
<p><strong>Then we add a dash of personality:</strong> If you were the consumer, would you say you’re more aggressive or passive when courting a new prospect? If you’re more aggressive, you may opt to send more marketing pieces over a shorter period of time; and those who employ a more passive sales approach would send an email maybe only once a month: both are correct. There is no science that says one technique is better than the other – they both produce results based on the customer and your confidence in your sales technique.</p>
<p><strong>Now the old adage, “too much of a good thing is still too much”: </strong>When putting together an email marketing campaign it can be hard to remember that you’re not the only person marketing to your readership. Take a look at your inbox – how many marketing emails have you gotten today? Placing yourself in the reader’s place is the final peace you need in order to properly gauge how often and how aggressive you should be with your emails no matter who your audience is or what your sales personality projects. </p>
<p>Hitting the target frequency for your agency may take some time and a little trial and error. But if you continue to monitor your event stats and use them to perfect your campaigns, so enough you’ll find the magic number. <strong></strong></p>urn:uuid:3268 Reasons Why Social Media Isn't Working For You - Agency Marketing BlogHere are 8 reasons why you may not be seeing the results you want from social media.2012-09-17T17:13:09Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000010635155XSmall_thumb.jpg" style="width: 200px; height: 132px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />Social media has been talked about a lot these past few years as the marketing strategy you must be using. If you're not seeing the results you would like, you're not alone. <br />
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Here are 8 reasons why social media may not be working for you.<br />
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<strong>1. Lack of goals</strong><br />
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As with any marketing campaign, you need a goal to work towards. Do you want to increase subscribers to your newsletter? Improve your website traffic? Raise awareness for your agency? Without a clear goal, your efforts will be wasted as you won't have a target to aim for.<br />
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<strong>2. Unrealistic expectations</strong><br />
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Social media is not a magical marketing pill. You are not going to get lots of customers from it immediately. Social media is a long-term marketing investment. Over time as you build your followers, increase your brand recognition, promote events and have meaningful conversations, you will eventually begin to generate sales. The best social media strategy does not work alone. It should work in conjunction with your other marketing campaigns, including your email marketing, referral program and your website.<br />
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<strong>3. Audience disconnection</strong><br />
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Do you know who your audience is? What they want to see from you in social media? If you don't know, you are missing a great opportunity to provide the content that will appeal to them.<br />
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<strong>4. Inconsistent blogging</strong><br />
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Blogging is the focal point of social media. It provides you with great content to share, drives traffic to your website and establishes you as an insurance expert. In a perfect world in which you have time to spare, you would update your blog two or three times a week, minimum. Each blog post would then be shared on your social media profiles. If you can't keep a blogging schedule like that, try one post a week.<br />
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If you need help with writing or ideas for topics, check out <a href="http://www.getitc.com/blog/marketing/2010/12/08/to-blog-or-not-to-blog#.UFeg2lEk3Uy">our</a> <a href="http://www.getitc.com/blog/marketing/2012/04/05/what-to-blog-about#.UFeg0VEk3Uy">tips</a>.<br />
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<strong>5. Obligation</strong><br />
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If you feel like social media is just another item on your to do list you have to tackle each day, and you've come to resent it, it will show in your posts. Agents who are doing well in social media are the ones who embrace it, who enjoy it. They have fun with social media, and you can tell from their posts. If you treated your clients like they were an obligation, do you think they would notice? You bet they would. And they probably wouldn't appreciate it. Find a way to have fun with social media. Maybe it's focusing on your favorite network instead of multiple ones. Maybe it's mixing posts about insurance with posts about another topic that gets you excited, whatever that may be. It could be triathlons, gardening or your favorite local sports team. <br />
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<strong>6. Failure to promote</strong><br />
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You can't expect your clients to know you're on social media unless you tell them. So add buttons to your website. When you talk to a client, let them know they should follow you on Facebook or Twitter. Add links to your profiles in your email signature. Mention it in your newsletter.<br />
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<strong>7. Lack of engagement</strong><br />
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If you are ignoring your followers when they comment or mention you, they will eventually move on to your competition. Social media is not about getting your mission statement out there as many times as you can. It is not a broadcast channel. Social media is about engagement and two-way conversations. If someone comments or mentions you, respond. When you get a new follower, thank them. If someone asks a question you can answer, even if it's not insurance related, answer. The relationships you build using social media can have a profound impact on your business, but first you must engage your audience.<br />
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<strong>8. Casual effort</strong><br />
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It's easy to get started on social media. It's harder to maintain it. A casual effort of inconsistent activity on social media will lead to inconsistent results. You must commit to engaging your audience, building your followers and sharing good content on a regular basis if you want to see a return on your time investment. In truth, it is possible to manage your social media in under an hour a day or less.<br />
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If you set goals, manage your expectations, engage with your audience and have fun with social media, you will begin to see how social media can impact your marketing and your agency.<br />
<br />urn:uuid:325Email Marketing and the Art of War - Agency Marketing BlogThe Art of War can apply to your email marketing strategy and this blog will help you create the perfect battle plan. 2012-09-12T10:21:29Z2024-03-19T05:52:04Z<p>Thinking of email marketing as a battle is not really that far off. <span> </span>Effective email marketing requires strategy, technique, the element of surprise and above all else achieving your goal of having that email convert a prospect to a customer. Get suited up and let’s look at the battle plan.</p>
<ol>
<li><strong>Segment:</strong> If you have a large list you should separate it into different categories to achieve the best open and conversion rates. Differentiate your customers from prospects so you’re not continuing to sell your current clients on your agency. They’ve already bought in and by not marketing differently to an established client than you are to a prospect it can come across that you’re not aware who your current customers are. Also, take the time to separate clients by line of business. This allows for cross selling opportunities which means you’re writing a clients entire portfolio, not just a single policy. Segmenting your list can also make it easier to personalize your messages, which takes us to step 2.</li>
<li><strong>Personalize:</strong> You can significantly increase your open rate as well as your follow through rate just by simply adding your contacts first name in the salutation. It’s that easy. The more you personalize your message, the greater impact it has with readers. </li>
<li><strong>Spammer Techniques don’t work:</strong> When you check your inbox, it’s pretty easy to tell the spammers from a genuine email. Junk email subject lines often include dollar signs, a StRaNgE use of capitalization, or ALL CAPS WITH LOTS OF EXCLIMATION POINTS!!! Yeah, it catches your eye but what do you do with it next? You send it to junk. And that’s just what your readers will do if you implement these techniques into your email marketing campaigns. Keep it simple while still grabbing your reader’s attention. </li>
<li><strong>Unique Calls to Action:</strong> Using a fun and interactive call to action will get you the click through rate you’ve been looking for. Try taking a screen shot of a video hosted on your website and place it in the email; then link the screen shot back to the video. This gives the appearance you’ve embedded video in your emails and it’s a different way to get your message across. Get creative and brain storm with your team about some new and different calls to action you can put into play. </li>
<li><strong>Increase Open Rate:</strong> Studies show that the average consumer prefers confirmations, receipts and cordial messages via email. By sending these messages through email your customers and prospects start to recognize you as a safe sender and that builds trust. This trust you’ve now created will increase your overall open rate with your readership. </li>
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<p>I don’t think <span class="st">Sun Tzu was thinking of email marketing when he wrote The Art of War, namely because he didn’t know what email was…but many of the 13 principles he believed in do apply to sales and marketing: laying plans, waging war, the plan of attack, positioning, energy, assessing your weakest points, maneuvering, and the element of surprise. </span></p>urn:uuid:324How to Build a Following for your Email and Social Media - Agency Marketing BlogThe best audience for your email marketing and social media marketing campaign is your current customers. Ask them for an email address.2012-09-10T15:31:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/email-marketing_thumb.jpg" style="width: 200px; height: 200px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />A growing number of consumers prefer electronic communication over phone calls or face-to-face. Do you know what your customers prefer? If you are not communicating with them via the methods they prefer, you customers will at some point leave you for your competition who will email instead of call or tweet instead of email.<br />
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It is no great business secret that it is easier and cheaper to keep an existing customer than it is to get a new one. Email marketing can help improve your customer retention because a good email marketing tool will help you keep in touch consistently with your customers through newsletters and other emails like renewal reminders and holiday greetings. As a bonus, email marketing is much cheaper than print newsletters or direct mail.<br />
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An automated tool like <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> can make you more efficient because many emails such as payment and renewal reminders as well as holiday and birthday greetings only have to be set up once and are sent automatically to your customers without you having to remember or do anything.<br />
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The best way to build an email list is to start by asking your current customers for their email addresses. More than 80% of Americans have at least one email address so there is a good chance your customers do have email. You just need to ask them. <br />
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Many companies are offering discounts to customers with email addresses to cut down on paper statement costs. Let your customers know they could get an additional discount, and you will collect a higher percentage of email addresses.<br />
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Social Media</strong><br />
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If you are active on social media, you should let your customers know and ask them to follow you. Use your email marketing to send an email to all those customers who gave you their email addresses to let them know you are on social media. Be sure to tell them what kind of information you share and why they should follow you, e.g., insurance tips or tricks, community news and events, and promotions or contests.<br />
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Building your followers on social media is a lot like building your email list. Your best audience is going to be your current customers. So start asking them to follow you when you talk to them, whether it is on the phone, in person or in an email.urn:uuid:323Mandatory Update to 6.0.37.2 on Sunday, September 16th - Agency Management BlogUpgrade to and take advantage of the latest and greatest version available of InsurancePro by 9/162012-09-10T10:15:45Z2024-03-19T05:52:04ZOn the night of September 16th, all users of InsurancePro will be required to upgrade to the latest release if they have not done so already. Why do we ask you to do this? You'll receive better support should you need it for any reason.<br />
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Thank you for using InsurancePro!urn:uuid:321Getting Social Via Email - Agency Marketing BlogGain social media followers with these 4 simple email marketing strategies. 2012-09-05T17:38:40Z2024-03-19T05:52:04Z<p><span style="font-family: segoe ui,sans-serif;">No matter what you may have heard, email is not dead. In fact, those who use it effectively can create a personal channel to deliver their brand right to their client’s inbox. Your brand includes your social networking pages too, and those can be delivered very easily via the mighty email. </span></p>
<p><strong><span style="font-family: segoe ui,sans-serif;">1. Get social on your newsletter sign up page.</span></strong><span style="font-family: segoe ui,sans-serif;"> Make it easy for subscribers to join you online by adding social media links to your newsletter subscription page. They’re already interested in what you have to say and social media is an easy add-on to giving you their email address. </span></p>
<p><strong><span style="font-family: segoe ui,sans-serif;">2. Don’t just ask to be followed, make it an exchange. </span></strong><span style="font-family: segoe ui,sans-serif;"> Instead of simply asking folks to follow you with nothing in return, make it a valuable exchange by getting social with them too or offering services or even entering them in a contest in return. By adding an exchange you’ve created a much more intriguing offer for joining your Facebook, LinkedIn or Twitter page. </span></p>
<p><strong><span style="font-family: segoe ui,sans-serif;">3. Send them a “Get Social With Us” email. </span></strong><span style="font-family: segoe ui,sans-serif;"> Create a campaign each month for which your primary call to action, or purpose, is inviting your email readers to join your social networks. Take them to a conversation in progress by linking to a thread about a story you’ve posted, or a hot topic on your page currently. You can even align these mailings with your various social strategies (contest, promos, giveaways, etc.) </span></p>
<p><strong><span style="font-family: segoe ui,sans-serif;">4. Offer Exclusive Rewards to Followers</span></strong><span style="font-family: segoe ui,sans-serif;">. Create special emails for your social networks that offer exclusive rewards to your inner circle of social networking followers. You can even ask these insiders to spread the word to their friends and family about the exclusive deals they can receive simply by following your agency online. Prior to sending this type of campaign, create hype on your social media pages about the exclusive email campaign coming to social followers. <strong><a href="http://www.getitc.com/products/leadmanagement/" target="_blank">AgencyBuzz</a></strong> has many different ways to filter your list, so why not share your newsletter or offers with your social followers first. </span></p>
<p><span style="font-family: segoe ui,sans-serif;">Gaining followers online, much like building your email subscription list, can take time and it requires you to engage with your various subscribers to keep them coming back for more. </span></p>urn:uuid:320How to Use Facebook Scheduled Posts - Agency Marketing BlogTips on how to schedule and edit a post on Facebook.2012-09-05T17:25:57Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000019997508XSmall.jpg" style="width: 200px; height: 142px; float: left; margin-right: 10px; margin-bottom: 5px; margin-left: 5px;" />The benefit of using third-party social media tools like HootSuite is that you can schedule your posts ahead of time so you're not spending time every day updating Facebook. <br />
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Unfortunately, Facebook's algorithm for determining which updates to show in a user's newsfeed favors those updates that are posted manually on Facebook over those using third-party tools. Meaning your update has a better chance for being seen by more people when you use Facebook to post it instead of a tool like HootSuite.<br />
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Up until a few months ago, if you were posting manually, it had to be shared right away. But this summer Facebook rolled out Scheduled Posts. Now you can schedule updates from your agency's Facebook Page to appear at a later time.<br />
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<strong>Scheduling a Post</strong><br />
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It's easy to schedule an update. Write your post like normal. Attach photos; add links, YouTube videos, tag other pages and events; or just type your post.<br />
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<img alt="" src="/images/blog/SchedulePost.png" style="vertical-align: middle;" /><br />
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In the bottom left corner of your update is a clock icon. Click on it and select the year, month, day and time you want to share the post. Notice you can also backdate an update if you wanted to fill in your Timeline.<br />
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You're able to schedule your posts up to six months in the future. If you try to select a date that is more than six months out, Facebook will not accept it. The time is scheduled only in ten minute increments. You cannot schedule an update for 10:15 a.m. for example.<br />
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Note: You can target your scheduled update based on language and location as well, just like in your regular manual posts. Just click Public next to the Schedule button and add your criteria as normal.<br />
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After you have your update ready, just click the Schedule button. <br />
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<strong>Editing a Scheduled Post</strong><br />
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The activity log is where you can see the post you just scheduled. You can access the activity log from the admin panel at the top of your agency's Facebook Page. Just click Edit Page and then Use Activity Log. Your scheduled posts will be at the top. Below that you can see your post activity and post engagement such as likes and number of comments.<br />
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<blockquote><img alt="" src="/images/blog/EditPosts.png" style="vertical-align: middle;" /><br />
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<img alt="" src="/images/blog/ActivityLog.png" style="vertical-align: middle;" /><br />
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You cannot edit an update once it has been scheduled. The only thing you can change once a post has been scheduled is the date and time. If you wish to change the text of your update, you must cancel the post and reschedule with the corrected text. To change the time or cancel a post, hover over the right corner of the update.<br />
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<img alt="" src="/images/blog/CancelPost.png" style="vertical-align: middle;" /><br />
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<strong>Things to Remember</strong><br />
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If you have your agency's Facebook Page linked to your Twitter account so that your Facebook updates are automatically tweeted (go to <a href="http://www.facebook.com/twitter">www.facebook.com/twitter</a> if you want to set that up), you should know that scheduled posts do not go out to Twitter. So if you want to schedule a Facebook update and you want that same update shared on Twitter, you must use a different tool to schedule that tweet.<br />
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If you're going to use the Scheduled Posts feature to schedule all updates on your Facebook page in advance, don't forget to check in on your Page occasionally so you can respond to comments or questions left on updates or on your Wall.urn:uuid:319InsurancePro's Upcoming Update - Agency Management BlogAnother great release of InsurancePro is coming that addresses a few issues in the last release.2012-09-04T15:57:39Z2024-03-19T05:52:04ZOur previous release roll-out went exceptionally well. We've received feedback from the release and have improved our product based upon that feedback.<br />
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That being said, tonight we will begin rolling out an update to InsurancePro that addresses a few of the reported issues from last week's release. Specifically, this release of InsurancePro will handle non-alphanumeric characters in your ACORD Forms and improve upon some reported formatting issues.<br />
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Let us know what you think? Provide feedback to support@getitc.com.urn:uuid:3185 Tips to Turn Your Insurance Website Into a Favorite Online Destination - Agency Marketing BlogGive consumers a reason to visit your insurance website over all others when insurance shopping. We've got five ways to turn your website into a favorite.2012-08-27T10:23:18Z2024-03-19T05:52:04Z<img alt="" style="margin-right: 5px; margin-bottom: 5px; margin-left: 10px; float: left;" src="/images/blog/iStock_000013545883XSmall_thumb.jpg" />What makes your website great? If you don’t know, you have some work to do. Consumers have an incredible amount of choices for where to research and buy their insurance policies online. You need to give them a reason to visit you over all those other websites. Your website needs to be the place people love to go for insurance information.<br />
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But how do you do that? We’ve got five ways you can turn your website into a favorite insurance destination.<br />
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<strong>1. Blog</strong><br />
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I know we talk<a href="http://www.getitc.com/blog/marketing/2010/12/08/to-blog-or-not-to-blog#.UDfZ66Mk3Uw"> a lot about blogging</a>. That’s because it is a very important, incredibly powerful tool for online marketing. Aside from the technical benefits for SEO like increased traffic and better search engine rankings, blogging demonstrates your insurance expertise, shows that you care about your customers and invites communications as it gives you a great chance to listen to your prospects and customers and use their feedback to improve your website and your agency.<br />
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Blogging also turns your website into a favorite insurance destination because you are offering valuable, helpful information to consumers. Examples could include tips for how to save money, what to do when you need to file a claim or common insurance myths. By improving your blog, and by extension your website, with such useful content, your website visitors will come back again. And again. And again. They’ll also probably tell other people about you and your website.<br />
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<strong>2. Engagement</strong><br />
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You want your website visitors to engage with you. Whether online through quote and customer service forms or by calling your office. So don’t make it difficult for them to contact you. It will make your visitors feel appreciated and welcomed if they don’t have to hunt for what they want. Encourage any and all feedback, even the negative. Let your visitors know you’re excited to talk to them. Knowing that you’re willing to listen and to help goes a long way toward building trust with consumers. Also, by showing your openness to two-way communication, your agency will seem more genuine when you talk about great customer service and how your customers are important to you.<br />
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Make sure you have a plan in place to respond and follow up in a timely manner. There is absolutely nothing worse than encouraging engagement on your website and not responding when your customers reach out to you.<br />
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<strong>3. Personality</strong><br />
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What makes your agency stand out from the competition? What makes you different? Talk about those differences on your website but also show them. Bring your personality online through your agency colors, pictures of you and your team, and, <a href="http://www.getitc.com/blog/marketing/2012/04/05/what-to-blog-about#.UDfaDqMk3Ux">you guessed it, your blog</a>. Also, use words and content that fit your personality. If your agency is casual, don’t use formal language and vice versa. If your website looks and sounds like everyone else’s, consumers won’t get a chance to know you and they likely won’t stick around for very long. People like to do business with people, and companies, they like. So don’t be afraid to let your personality shine!<br />
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<strong>4. Resource</strong><br />
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If you really want to make your website a favorite insurance destination, you need to become a resource. Since you can’t give away or discount your products, the best way to do that is to offer free information. To name a few: Free reports that can be downloaded on your website. A list of related service providers like restoration companies, mortgage brokers, carpet cleaners, roofers and banks. And (you knew I was going to go here again) <a href="http://www.getitc.com/blog/marketing/2012/04/12/grow-your-business-and-have-fun#.UDfZ_6Mk3Uw">your blog</a>.<br />
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<strong>5. User-Friendly</strong><br />
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One of the quickest ways to lose website traffic that will never come back again is to have a website that is hard to use. Bad navigation, graphics that don’t load, broken links and missing or incorrect information are just a few ways websites can be hard to use.<br />
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To create a website that is a favorite insurance destination, make it simple and easy to use. Make sure your links work and your graphics display correctly. Make it easy to get around your website and find the information they need with simple navigation. And don’t crowd your pages with too many graphics so it’s hard to read.urn:uuid:317Introducing our next update to InsurancePro - Agency Management BlogThe next version of InsurancePro includes a better ACORD Form Viewer.2012-08-24T14:54:34Z2024-03-19T05:52:04Z<p>Our next version of InsurancePro is now in the process of being rolled out to customers. This new release offers a new method of working with ACORD forms that is built into the application. If your agency heavily relies on ACORD Forms, we think you’ll really like this update. Saving and emailing ACORD Forms in PDF format has never been easier in InsurancePro. While we were at it, we also fixed a few things.</p>
<p>To read up more information on the ACORD Form Viewer, check out our FAQ at: <span style="font-size: 9pt; font-family: arial,sans-serif;"><a target="_blank" href="http://www.itcdataservices.com/support/IP6FAQ/?f=179">http://www.itcdataservices.com/support/IP6FAQ/?f=179</a>.</span></p>urn:uuid:316Masters of Marketing: Why to Master Email Marketing Before Social Media - Agency Marketing BlogITC's Masters of Marketing webinar discussing why agents should focus first on email marketing before tackling social media.2012-08-23T13:12:23Z2024-03-19T05:52:04ZThis month's Masters of Marketing webinar discussed why you should focus on mastering email marketing before taking on social media so that you can develop a loyal email following, build relationships and grow your agency. <br />
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The next Masters of Marketing webinar is scheduled for Thursday, September 27 at 12 p.m. Central. If you want to join us, <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">you can register here</a>.<br />
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<iframe width="500" height="375" frameborder="0" src="//player.vimeo.com/video/74235264"></iframe>
<p>Masters of Marketing -- Don't Bother With Social Media Until You've Mastered Email Marketing from <a href="http://vimeo.com/getitc">Insurance Technologies Corp.</a> on <a href="https://vimeo.com">Vimeo</a>.</p>urn:uuid:3157 Tips for Marketing an Insurance Agency Online on a Limited Budget - Agency Marketing BlogMaintaining a successful online presence can add up quickly. Here are 7 tips on how to market your insurance agency online with a limited budget.2012-08-14T17:36:26Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000013271594XSmall.jpg" style="width: 200px; height: 138px; float: right; margin-right: 5px; margin-bottom: 5px; margin-left: 10px;" />There are many reasons to focus on online marketing. For one, consumers are relying more and more on the Internet and use it to get the majority of information about products and services before they buy, including insurance. It’s easier to monitor your online marketing campaigns and determine their success. <br />
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One of the best reasons to use online marketing is that it is often more cost effective than many traditional offline marketing tactics like print advertising or direct mail. <br />
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Though online marketing can be more budget friendly, maintaining a successful online presence can add up quickly. Here are 7 tips on how to market your insurance agency online with a limited budget.<br />
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<strong>1. Know your audience</strong><br />
In any marketing campaign, to be successful you need to know your audience. Are you targeting a specific geographic area? Does this area have new families or retirees? Are there a lot of homeowners or renters?<br />
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Start asking your customers about their communication preferences so you can identify online marketing channels to focus on like Facebook, Twitter and email.<br />
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<strong>2. Set goals and modify when needed</strong><br />
What do you want to accomplish with your online marketing? More awareness? More leads and sales? By setting goals, it is easier to track success. As you reach your first set of goals, modify them so your agency is always striving for improvement.<br />
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<strong>3. Establish a budget</strong><br />
Make a marketing budget and identify how much you want to spend on a great website (this should include maintenance and content updates), search engine optimization, email marketing and social media. You could also do pay-per-click advertising, though if you are just starting out with online marketing or have a very limited budget, I highly recommend focusing mostly on search engine optimization as the return on your investment is much higher than pay-per-click advertising. <br />
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Marketing requires continuous attention and effort. If your budget is limited, identify those tactics that you can reasonably handle on your own and hire experts to help you with the others.<br />
<br />
<strong>4. Identify your brand</strong><br />
What makes your agency different? Why would someone choose your agency over the competition? Is your agency more professional or laid back? How do your current customers view your agency? These are the questions you need to answer to help identify your brand as they will help direct you in your branding, including how your website looks and what you share on social media. This step can take up a lot of time. It’s okay; it should. Because once your brand is established, all you need to worry about regarding your brand is being consistent and sticking to your brand values. <br />
<br />
<strong>5. Optimize for the search engines</strong><br />
Search engine optimization (SEO) can be a complicated and time consuming process. However, it is an essential step to getting your website found. Just because your website is beautifully designed, does not mean leads will come. You have to help them find your website. SEO is how you do it. There are some <a href="http://www.getitc.com/blog/marketing/2012/04/12/masters-of-marketing-basics-of-search-engine-optimization#.UCrNyqNSSJs">basic steps you can take to help with SEO</a>, but unless you have the time to keep up with the search engine changes and continuously make the necessary updates to your website, I highly recommend <a href="http://www.getitc.com/solutions/agency_marketing/search_engine_optimization/">you hire someone to help with this step</a>.<br />
<br />
<strong>6. Blog, blog, blog</strong><br />
Remember in the previous step when I said there are some basic SEO steps you can do? <a href="http://www.getitc.com/blog/marketing/2012/04/12/grow-your-business-and-have-fun#.UCrTlaNSSJs">Blogging is the easiest</a>, and best, step because it adds fresh content to your website, which the search engines love. <a href="http://www.getitc.com/blog/marketing/2012/04/05/what-to-blog-about#.UCrTqKNSSJs">Blog posts</a> also make great posts on social media and content for email newsletters. <br />
<br />
<strong>7. Use social media</strong><br />
I highly recommend using social media as it is a great way to establish that you’re an insurance expert as well as build relationships. But only sign up if you’re going to use it. It is far worse to create a social media profile and not post to it than it is to not have one at all. Remember, blog posts are great content to share on social media. <a href="http://www.getitc.com/blog/marketing/2012/06/18/dont-know-what-to-tweet-11-ideas-for-when-you-have-writers-block#.UCrTxaNSSJs">If you need other ideas for social media posts, well, we’ve got that covered too.</a><br />urn:uuid:314ITC announces BETA version of Performance Reports in TurboRater - Agency Rating BlogTurboRater's Performance Reports give independent agents the tools they need to conduct in-depth analysis of their quoting and binding activities.2012-08-06T14:34:34Z2024-03-19T05:52:04ZITC, the leading provider of agency automation solutions, announced today the BETA launch of Performance Reports in TurboRater. As an agency owner, knowing how your producers, lead sources, locations, and insurance companies are performing for your agency is critical to your success. The Performance Reports will feature a complete, in-depth analysis of your agency’s quoting and binding activity so you can make educated decisions on how to grow your sales.<br />
<br />
With the initial release of the Performance Reports, agency and location managers can easily compare and analyze the number of quotes and policies bound by each producer. In addition to detailed quote information, each producer’s quotes can be further analyzed by reviewing the liability limits quoted compared to the agency average. This information can quickly help agency owners identify producers that may need guidance on identifying client’s needs for higher limits.<br />
<br />
The Performance Reports will provide visual representations such as bar charts comparing quotes vs policies or one time frame over another (example: January 2011 versus January 2012).<br />
<br />
<img style="vertical-align: middle;" alt="Insurance Producers Quotes vs Policies Bound" src="/images/blog/Performance-Reports-Graph.jpg" /><br />
<br />
<br />
<br />
Another visual included is pie charts to demonstrate each producer's percentage of quotes and/or policies bound as compared to the agency as a whole.<br />
<br />
<img style="vertical-align: middle;" alt="Insurance Producers Performance Report Bar Chart" src="/images/blog/Performance-Reports.jpg" /><br />
With the launch of the full version of Performance Reports slated for 2013, TurboRater will provide complete analytical reports to meet the needs of independent insurance agents.urn:uuid:313Sales Tips for Phone Quotes - Agency Rating BlogEmployees who handle phone quotes don’t just help make sales—they actually have the unique opportunity to increase sales. 2012-07-31T13:57:39Z2024-03-19T05:52:04ZEvery employee in an agency is responsible for sales, whether that word is included as a part of their job title or not. By being efficient, thorough, knowledgeable, friendly and accurate, each and every employee bolsters the image of the agency, the trust between agency and target client, and helps to create sales. But employees who handle phone quotes, those individuals who act as a liaison between a prospect’s curiosity about policies and price and a completed application, don’t just help make sales—they actually have the unique opportunity to increase sales. If you aren’t sure how to take advantage of this interesting position, try the following ideas.<br />
<br />
<ol>
<li>Make the experience personal: No client wants to be seen as just a number. All consumers want to stand out, want to be appreciated, and want to be treated like an individual. When you are giving a phone quote, don’t be robotic about delivering numbers. Be engaging. Draw the person into a little small talk, and understand that the numbers you give them don’t simply represent a string of data—they are the key to helping the caller retain his or her assets, live longer and create a legacy. </li>
<li>Get to the source: While getting new clients is vital to an agency’s success, persistency is also important. When a potential customer calls for a quote, ask them how they heard about your agency. If one of your existing clients recommended you, they should be thanked for making the recommendation. If it wasn’t an existing client, take note of what compelled the customer to call. Whatever it was, it’s a tool that is working and those are results that should be tracked.</li>
<li>Find out why the person made the call: Every phone quote request you receive is a story. Behind that phone call is a plot with many different characters, struggles and dramas. Your goal is to understand the relevant parts of the story so that you can create the conclusion. While one customer might be dealing with the realities of aging and the desire to leave a legacy for her children, another could have had a falling out with a former agent and is now looking for a new agency. Understanding the background and impetus for the call will not only help you make suggestions and handle the client in a way that makes them happy, it will also help you find out what they do and don’t like in terms of customer service and policy maintenance. This is information you can note in their file and that will help your agency win the customer and keep them.</li>
<li>Get competitive: It’s important to understand what you are up against when it comes time to market to a consumer. When you give out phone quotes, ask if the caller has gotten any quotes from other agencies and try to get details on the differences. Stick to a non-invasive method of inquiring and listen for any verbal cues that alert you to a customer’s discomfort with the questions. </li>
<li>Sell your agency: When you’ve got a caller on the phone, it may be your agency’s last chance to sell itself. Give the caller your website and blog address; let them know if you have a newsletter they can sign up for or any instructional videos online. Make sure you understand your agency’s value proposition—those aspects that set you apart from your competitors—and that you exhibit these traits in all your phone conversations. </li>
<li>Follow-up: Follow your agency’s instructions on prospect follow-up, including adding the client to a drip email marketing list or getting his or her name and information to a sales agent. Also, let the caller know what the next steps are if they should decide to get a policy through your agency. Don’t leave the caller wondering what they should do next.</li>
</ol>
Sales are every employee’s concern. After all, if your agency doesn’t sell to new customers and renew policies of existing customers, then there will come a time when the agency, and your position, is no more. Help your agency get more sales by acknowledging the active role you have and playing your part. <br />
<br />urn:uuid:311Masters of Marketing: Blogging Consistently - Agency Marketing BlogMasters of Marketing webinar discussing how to use a content calendar to blog consistently.2012-07-26T12:00:00Z2024-03-19T05:52:04ZOur Masters of Marketing webinar discussing tips for blogging consistently, using a content calendar, so that you can develop customer loyalty and satisfy the need for fresh and relevant content on your website. If you would like to join us every 4th Thursday of the month at 12:00 p.m. CST when we discuss more marketing tips, you can <a href="http://www.getitc.com/solutions/agency_marketing/webinar/" class="marketing">register here</a>. <br />
<br />
<iframe width="500" height="375" frameborder="0" src="//player.vimeo.com/video/74236939"></iframe>
<p>Masters of Marketing: Blogging from <a href="http://vimeo.com/getitc">Insurance Technologies Corp.</a> on <a href="https://vimeo.com">Vimeo</a>.</p>urn:uuid:310Homeowner Rating Now on TurboRater - Agency Rating BlogWe have released our homeowners comparative rater in Texas, Arkansas, Illinois and Colorado. TurboRater customers now have the ability to quote both lines of business in one easy-to-use system.2012-07-19T10:55:47Z2024-03-19T05:52:04ZWe have released our homeowners comparative rater in Texas, Arkansas, Illinois and Colorado. TurboRater customers now have the ability to quote both lines of business in one easy-to-use system.<br />
<br />
Just like with auto, the home rater provides a consistent and uniform entry. The flow is very much like obtaining an auto quote, which makes it very easy to learn the system. When the homeowner’s policy is ready to be bound, TurboRater will transfer the quote data to a selected carrier’s website without having to re-key the information.<br />
<br />
<strong>How to Activate Home Rating<br />
</strong><br />
An agency admin can activate home rating on a per user basis. This can be done by click on the Administration menu and selecting List Users. Edit the selected user’s profile and check Homeowner Rating. The user will have access to the New Home Quote button on the quote screen on his or her next login.<br />
<br />
<strong>Available Home and Auto Companies<br />
</strong><br />
<a href="http://www.getitc.com/products/rating/company_list.aspx" target="_blank">Click here to view our list of current home and auto carriers on TurboRater</a>. We encourage you to check back often as we are actively developing more carriers’ rates. As new companies are released, the company list will be updated. As with any new carrier added to TurboRater, no software update will be required on your part to activate the new company’s rates. Simply access your company group(s), and place a checkmark next to the carrier’s name. We also recommend that you enter your producer code, username and password for that carrier as this information most likely will be required to obtain a rate.<br />urn:uuid:312After You Blog - Agency Marketing BlogImportant tips to remember for after you blog.2012-07-18T14:53:00Z2024-03-19T05:52:04ZEven though we stress the <a href="http://www.getitc.com/blog/marketing/tag/blogging/" target="_blank">importance of blogging</a>, it's still important to remember that your work is not over once you click 'Publish'.<br />
<br />
This lovely infogrpahic checklist will come in handy to remember a few key tips like Optimizing Your Post, Using Your Social Networks to Spread the Word, or Adding Your Blog Post to a Newsletter.<br />
<br />
In reality, the only people who know your blog post exists could be you and any subscribers you <strong>might</strong> have. So be sure you spend enough time spreading the good news!<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><img alt="" width="650" style="border: 0px solid;" src="http://1.bp.blogspot.com/-sQZin0AkGvM/UBGoCk53EVI/AAAAAAAAAIg/HUgGJUjTxJc/s0/12-Things-After-Blogging.png" sda="true" /></div>
<br />
<div style="color: #bababa; font-size: 0.8em; text-align: right;"><em>source: <a href="http://www.divvyhq.com/index.php/2012/04/blog-post-promotion-checklist-infographic/" style="color: #bababa; font-size: 1em; text-decoration: none;" target="_blank" rel="nofollow">divvyhq.com</a></em></div>urn:uuid:309Sunday Night is Mandatory Update Night - Agency Management BlogThis Sunday, all users of agency management software InsurancPro will be required to update to the newest release.2012-07-13T17:28:31Z2024-03-19T05:52:04ZOn Sunday night, July 15th, all users of InsurancePro 6.0 will be required to
update to 6.0.36.89. When you get into the office on Monday morning, please be
prepared for this update. For those of you who are new to this release, check
out the following new features:<br />
<ul>
<li>Cross Sell Reports (<a href="http://bit.ly/IP6CrossSellReportsFAQ">http://bit.ly/IP6CrossSellReportsFAQ</a>)
</li>
<li>The updated screen informing you of who's currently logged in (<a href="http://bit.ly/IP6CurrentUsersFAQ">http://bit.ly/IP6CurrentUsersFAQ</a>)
</li>
<li>The new payment processing features (<a href="http://bit.ly/IP6PaymentsProcessingFAQ">http://bit.ly/IP6PaymentsProcessingFAQ</a>)</li>
</ul>urn:uuid:3086.0.36.89 Is Ready To Go! - Agency Management BlogThe next release of agency management system InsurancePro is coming. Read about what to expect in this release. 2012-07-06T16:55:50Z2024-03-19T05:52:04ZWe are now ready to ship 6.0.36.89. This release addresses many of the issues
that were encountered by our users upgrading to 6.0.36.88. The roll out will
begin on Monday, July 9th.<br />
<br />
Additional Information about this release:<br />
<ul>
<li>Payments not associated with a policy will now display in the Daily Transaction Report</li>
<li>Some problems with downloads have been addressed</li>
<li>Notes that did not display on the Notes/Reminders screen should now display properly</li>
<li>The forms with problems should be stable again</li>
<li>Start-up issues with the data transfer file have been addressed</li>
<li>Agent configuration screens should be fixed </li>
</ul>
Please remember that if you haven't upgraded
from 6.0.35, yet, you will be forced to upgrade on July 16th.urn:uuid:307Required Update to InsurancePro to Latest Version - Agency Management BlogRequired Update for InsurancePro to Latest Version2012-06-25T09:04:11Z2024-03-19T05:52:04Z<p>July 13th will be the last day for folks to run older versions of InsurancePro's 6.0 release. On the night of July 15th, older 6.0 versions of InsurancePro will prompt their users with a message about a required upgrade to 6.0.36. Please note that if you have not upgraded to the latest release of InsurancePro by Monday, July 16th, you will be forced to do so before using the program.</p>urn:uuid:306Masters of Marketing: Social Media & Gaining Followers - Agency Marketing BlogAnother presentation in our Masters of Marketing webinar discussing how to use social media marketing to gain followers for your brand.2012-06-21T12:00:00Z2024-03-19T05:52:04ZHere's another presentation in our Masters of Marketing webinar. This presentation discusses how to use social media marketing to gain followers for your brand. If you would like to join us every Thursday at 12:00 p.m. CST when we discuss marketing tips, you can <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">register here</a>. <br />
<br />
<center>
<iframe width="500" height="375" frameborder="0" src="//player.vimeo.com/video/74236943?portrait=0&color=ff9933"></iframe>
<p>Masters of Marketing -- Social Media from <a href="http://vimeo.com/getitc">Insurance Technologies Corp.</a> on <a href="https://vimeo.com">Vimeo</a>.</p>
</center>urn:uuid:305How to Use Email Marketing to Boost SEO - Agency Marketing BlogInvesting money into digital marketing can be a no brainer. You know you need a website for your agency and you know you need to optimize your website to increase visibility.2012-06-19T10:12:25Z2024-03-19T05:52:04Z<p><img alt="" src="/images/blog/email-marketing_thumb.jpg" style="float: right; margin: 4px;" />Investing money into digital marketing can be a no brainer. You know you need a website for your agency and you know you need to optimize your website to increase visibility. But, if you’re not actively telling people about your website, and solely relying on the search engines to do that for you, then you’re not getting the most out of your digital marketing. <span> </span></p>
<p><strong><a href="http://www.getitc.com/products/leadmanagement/" target="_blank">Email marketing</a></strong> can do the heavy lifting when it comes to getting the word out about your agency and will drive traffic to your website. <span> </span><strong><a href="http://www.getitc.com/products/leadmanagement/" target="_blank">Email marketing</a></strong> has a low investment cost with a high return and that means a much better ROI than print mailing or even buying print ads.<span> </span>With email marketing, you’re taking your website to your audience. You’re giving them easy access to the pages you want them to visit. <span> </span></p>
<p>Here are some easy tips to bumping up your email marketing success and driving people to your site:</p>
<ul>
<li>Add multiple calls to action that are easy to read and easy to follow.
<ul>
<li>Your article may be great but if you don’t tell your readers what to do with the information you just gave them, they won’t do anything at all. Make call to actions clear and be sure all links are working properly before you send out your email. </li>
<li>The rule of thumb is three calls to action per email for optimal success:
<ul>
<li>Text Link – Visit our website at www.getitc.com to request a consultation. </li>
<li>Smaller Text Link with other necessary links – usually says View Our Website or something similar and may be located with the Privacy Policy links </li>
<li>Button - you could add a button to signatures or in the body of the email. </li>
<li>Link longer articles back to your blog.
<ul>
<li>Entice readers with the opening paragraph of an interesting article inside of an email then add a link that says Read More or Finish the Article Here – the text can then be linked back to your blog or website where the full article is posted.</li>
</ul>
</li>
</ul>
</li>
</ul>
</li>
</ul>
<p>Including <a href="http://www.getitc.com/products/leadmanagement/" target="_blank"><strong>email marketing</strong></a><strong></strong> into your digital marketing plan should be a natural addition to the mix and by implementing these tips to your email campaigns you’ll have greater success as well as more visitors to your site.</p>urn:uuid:304Don't Know What to Tweet? 11 Ideas For When You Have Writer's Block - Agency Marketing BlogFor insurance agents who are learning how to use Twitter, here are 11 ideas for what to tweet when you think you have nothing to say.2012-06-18T10:04:44Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000020516026XSmall.jpg" style="width: 250px; height: 171px; float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />One of my biggest pet peeves about businesses on Twitter is when they make it all about themselves. The beauty of the social network is how easy it is to have conversations with brands that we couldn’t have before. Twitter is not a broadcast medium and shouldn’t be treated as such. Otherwise, you will be spinning your wheels instead of gaining traction as you try to build relationships and position yourself as an insurance expert.<br /><br />A good rule of thumb for brands on Twitter is the 1:10 ratio. Meaning for every one tweet I share about your agency, you need to have 10 that are about other topics. <br /><br />So what do you tweet about if you aren't supposed to tweet about yourself? Here are 11 ideas for what to tweet the next time you find yourself staring at that empty tweet box wondering what to say besides “Is your auto insurance up for renewal? Call us for a free quote!” <br /><br /><strong>1. Retweeting (or in Twitter slang, RT-ing)</strong><br /><br />This one is the easiest. When someone you follow posting something interesting or helpful, retweet them. There are a couple ways to do this. You can just retweet their post as is. For example, “RT @InsTechCorp: Happy Father’s Day!” (<a href="https://twitter.com/InsWebBuilder/status/213729712479019008" rel="nofollow">original tweet</a>).Or you can add your own comment in front of the tweet expanding upon what the other person said. For example, “Great quote from Lance Armstrong! RT @nibbyp: 17 Manly Quotes for Father’s Day” (<a href="https://twitter.com/InsTechCorp/status/213730935173152768" rel="nofollow">original tweet</a>).<br /><br /><strong>2. News</strong><br /><br />Follow your local news sources as well as industry news sources. Share breaking news as it occurs. Also, if you witness something newsworthy, tweet about it. Tweeting live from the scene of a major news event, like the plane that landed in the Hudson River or Egyptian uprisings, can make you a part of history.<br /><br /><strong>3. <a href="/blog/marketing/2012/04/27/how-to-share-interesting-content-on-social-media">Share Interesting Content</a></strong><br /><br />We are in the middle of a content revolution. There is so much content to sift through besides that found on news websites. Act as a content curator by finding and sharing other people’s informative content. Find interesting articles, blog posts, statistics and facts. Chances are you are probably already reading content that would be great to share. Just tweet out those links.<br /><br /><strong>4. Help Requests</strong><br /><br />Often people will ask Twitter for help. They may be looking for a quick answer to a question, recommendations for products or services or help spreading the word about an event or cause. You can reply directly to these requests (even those not insurance related if you have the answer or know someone who can help). You can also retweet the request to your followers thereby increasing the chances they will find the answer they seek.<br /><br /><strong>5. Thank Yous</strong><br /><br />Thank your new followers. Thank people who retweet you. Thank those who share something about you or your agency. You can also acknowledge a special customer visit or interaction.<br /><br /><strong>6. Evaluations, Reviews & Opinions</strong><br /><br />Share your reviews and opinions on the latest movie, book, gadget, app, etc. <br /><br /><strong>7. Oldies But Goodies</strong><br /><br />If you wrote a fantastic blog post, share it more than once. Nothing says you can’t repeat a tweet. Also, look back in your archives. If the content is still relevant, members of your audience who missed it the first time around would appreciate seeing it. Be careful to spread it out though. Your followers would probably find it annoying if they saw the same tweet from you several times in quick succession. And consider admitting that it’s a re-post by adding something like this to your tweets: “(From the Archives)”.<br /><br /><strong>8. Think Aloud</strong><br /><br />If you’re a deep thinker, share your thoughts. People will follow you just to hear your thoughts.<br /><strong><br />9. Entertain</strong><br /><br />Don’t think your tweets need to be serious and all business all the time. Many tweets are meant to entertain, whether the tweets are quotes, song lyrics, trivia, jokes, and entertaining videos or photos. Decide in advance what kind of humor is appropriate for your agency’s brand, and stay within those limits.<br /><br /><strong>10. Be a Connector</strong><br /><br />People like to use Twitter to make connections. Be the connector by introducing people who are looking for new people to follow, or recognize your favorite people to follow on #FollowFriday (alternate hashtag: #FF), which is a day people mention their favorite tweeps.<br /><br /><strong>11. You Again</strong><br /><br />Now you can tweet about you again! Here are a few suggestions for different tweets that can be about you while varying what you share so your tweets stay interesting:<br /><ul> <li> A new blog post</li> <li> Company news</li> <li> News releases</li> <li> If you’re hiring</li> <li> Events you’re hosting</li> <li>Awards or recognition your agency receives</li> <li>Special promotions or contests</li></ul>urn:uuid:235Digital Agency Marketing - A Marathon, Not a Race - Agency Marketing BlogYour agency’s digital marketing plan should be less of a race and more of a marathon. It will take a lot of time, effort and dedication to execute properly.2012-06-11T11:43:35Z2024-03-19T05:52:04ZA lot of my friends and family have been taken over by a craze. It is the Couch to 5K craze. You know the one that takes you from a couch potato to a 5K runner in 10 weeks? Some have even continued on and completed full marathons after getting bit by the running bug.<br /><br />This got me thinking about today’s digital marketing. Everybody under the sun (including ITC) are now selling websites, SEO and social media plans all wrapped up under the umbrella of digital agency marketing. You can see everywhere that digital agency marketing works. However, this has created a very high expectation in agents when it comes to the performance of any digital marketing plan. So how does this relate to running? Run on…<br /><br /><h2 class="subtitle">Getting Off the Couch</h2><br />The first step is to just decide that you are getting off the couch. You need to develop or follow a digital marketing plan that works. Once you are up, you need to get the tools to make your plan a success. Just like buying running shoes, you need to take the small steps, such as getting or updating your website, purchasing an email marketing system, updating your logos or updating your website’s content. <br /><br /><h2 class="subtitle">Starting to Walk</h2><br />Once you have started to walk, it will be hard to get moving at that quicker pace that you desire. It takes hard work as you build your online profile on search engines and social media networks. Just as it takes a few weeks to build up the stamina and endurance to run, it takes months to get Google and other search engines to notice that you are a provider of quality and continuously updated content.<br /><br />Don’t expect that leads will pour in after only a week of executing your new digital marketing plan. Use these weeks as a time to perfect your content, blog entries, social media workflow and email drip marketing plan. <br /><br /><h2 class="subtitle">Developing Your Stride</h2><br />Now that you have laid the ground work, you should be occasionally running with the tools that you developed at the beginning. You will have some days where it will come easy; other days it will seem so hard that you question why you ever started. Trust in your plan. Trust in your training. After a while you will develop the groove of your visitors on your website and social media properties. You will know how to handle the twists and turns that the road presents.<br /><br />This is the point that your training over the past few months will start to take over. Your overall rankings will improve. You will start to develop your own friends and followers.<br /><br /><h2 class="subtitle">Going the Distance</h2><br />You have the tools, you have the rankings, and you have the friends and followers. This is the part of the plan that takes the most dedication of all. Practice. Each time you practice extend yourself just a little bit farther. Fill the gaps in your running game that are lacking while perfecting the ones you have mastered. You can never be too good. There will always be someone that is bigger, stronger and faster. However, at this point you should not only compete, but you should be winning a few of these long distance events. <br /><br />Just as someone that has decided to go from couch to 5K, your agency’s digital marketing plan should be less of a race and more of a marathon. It will take a lot of time, effort and dedication to execute properly. However, in the end you will be running farther and faster than anyone, including yourself, would have ever imagined.urn:uuid:236Masters of Marketing: Backlinks - Agency Marketing BlogThe presentation from Masters of Marketing webinar for insurance agents on backlinks.2012-06-08T11:52:00Z2024-03-19T05:52:04ZHere's another presentation in our Masters of Marketing webinar. This presentation discusses backlinks. (how they enhance your SEO and how to build them) If you would like to join us every Thursday at 12:00 p.m. Central when we discuss marketing tips, you can <a href="http://www.getitc.com/solutions/agency_marketing/">register here</a>.<br />
<br />
<iframe width="500" height="375" frameborder="0" src="//player.vimeo.com/video/74236946?portrait=0&color=ff9933"></iframe>
<p>Masters of Marketing -- Backlinks from <a href="http://vimeo.com/getitc">Insurance Technologies Corp.</a> on <a href="https://vimeo.com">Vimeo</a>.</p>urn:uuid:188Making the First Impression, Handshake Edition - Agency Marketing BlogHow to make a good first impression of you and your insurance agency in person.2012-06-07T14:33:06Z2024-03-19T05:52:04ZYesterday we talked about how to make a good first impression on your website. Today let us talk about how to make a good first impression in person.<br />
<br />
<strong>The First 14 Seconds</strong><br />
<br />
When meet someone you have 14 seconds to make a good and lasting first impression. Your prospect will subconsciously size you up. They will look at your demeanor and presentation and weigh it against your message. If you visually come across well groomed and easy on the eyes, but you are in their face with a forceful message, then you will be instantly dismissed. Likewise, if you are slightly stuck in the 80s in style yet present your pitch in a concise, honest and straightforward manner you will have a greater chance of making that great first impression.<br />
<br />
When you are representing your agency this is no different. You need to make a good first impression in those same 14 seconds. Does your agency look clean and organized? Do you have a logo that stands out? Do your marketing materials look uniform in style and message? Are you able to convey your agency’s value proposition quickly and concisely? If not, you might not be making the best first impression.<br />
<br />
Meeting prospects and clients of your agency in person is no different. You should present yourself as a business professional that the customer can trust with their finances. Offer them a good handshake and a sincere look in the eyes, and give them your 10-second pitch.<br />
<br />
After this initial contact gauge their reaction, did your effort open them up to the rest of the conversation? If so, good job, for now… there is more.<br />
<br />
<strong>The Last 14 Seconds</strong><br />
<br />
Just like with the first 14 seconds, the last 14 seconds are also critical in making that lasting impression. This impression will have to last until the next time you talk to the client. A few more of these memorable last impressions and you will make a lifetime impression. <br />
<br />
As you wrap up the conversation, be open to the prospects mannerisms. Do they want to move on? Are they wanting to sit and chit chat? Being keenly aware of their mood will help determine when the final 14 seconds has begun. Again, look them in the eye, and thank them for their time. Provide them with your professionally designed and memorable business card (with logo) and give them a good handshake (or hug if you have become buddies). If possible find a way to reiterate your condensed pitch.<br />
<br />
I know that this all seems to be a no-brainer. However, as I sit here in a Florida convention hall, looking around it never ceases to amaze me at the sheer number of people that do not create that great lasting impression… all with a handshake.urn:uuid:187Version 6.0.36.88 is on its way! - Agency Management BlogA new version of InsurancePro (6.0.36.88) is being rolled out to our customers.2012-06-06T16:49:52Z2024-03-19T05:52:04ZA new update is coming. This update is directed at issues reported by our QA
staff as well as our customers. It will take care of stability issues with the
endorsement and binder forms as well as a problem with properly applying a
cancellation effective date with cancellation transactions processed with
downloaded files.<br />
<br />
We're also going to begin using our shiny new web
services server! If you haven't checked out our post from May 29th, please do
so. It will give you insight into any proxy or firewall changes you may have to
make. The new server should speed things up a bit.<br />
<br />
We will have a slow
roll-out so that we can monitor performance and ensure a pleasant upgrade
experience. This means that we will make the release available to small groups
at a time. If you want to be upgraded, give us a call. We can usually make it
happen in a minute or two.urn:uuid:163Masters of Marketing -- AgencyBuzz Tips and Tricks - Agency Marketing BlogAgencyBuzz, Email Marketing, Insurance Email Marketing2012-06-06T12:02:21Z2024-03-19T05:52:04ZLast Thursday, May 31st, I held a webinar showing some tips and tricks inside AgencyBuzz. I covered tables, floating images, creating buttons inside AgencyBuzz and much more. <br />
<br />
<br />
<iframe width="500" height="375" frameborder="0" src="//player.vimeo.com/video/74237801?portrait=0&color=ff9933"></iframe>
<p>Masters of Marketing -- AgencyBuzz Tips and Tricks from <a href="http://vimeo.com/getitc">Insurance Technologies Corp.</a> on <a href="https://vimeo.com">Vimeo</a>.</p>
<br />
What tips and tricks are you using in AgencyBuzz? Let us know in the comments area below.urn:uuid:162Making the First Impression, Website Edition - Agency Marketing BlogThree seconds are all you will get with some Internet visitors before they decide to stay on your site. So how do you make a first good impression?2012-06-06T11:59:32Z2024-03-19T05:52:04ZThe adage “always make a good a good first impression” still applies to today’s consumer. You now just have multiple ways to reach them. Whether you reach them in person, by email, by phone or via the Internet, you need to make sure that your first moments count.
<br />
<br />
Take a moment to do a quick test. Open the website of your closest or strongest competitor (don’t worry I will wait here). Look at it for three seconds, and then close your eyes. What do you see? Do you see a well-designed website with clear call to actions? Do you see a professionally designed logo that sets them apart? Do you see ways to easily access information in a limited number of clicks? Now do the same for your website. How does it compare?
<br />
<br />
Three seconds are all you will get with some Internet visitors before they decide that your website is not worth their time and effort. So how do you make a first good impression on your website?
<br />
<br />
<h2 class="subtitle">Eye Candy</h2>
<br />
Make sure that your website provides visual eye candy that draws the user in. This includes professional logos, designs and colors. I talk often about the importance of good content; however, visitors cannot read good content in three seconds. This means the design needs to stand on its own. Be mindful that eye candy does not always mean videos and animation. Some visitors are turned off by website elements that automatically flash or talk at them.
<br />
<br />
<h2 class="subtitle">Navigation</h2>
<br />
Provide an easy to navigate, intuitive interface that the user will instinctively understand how to operate. This includes clear call to actions for the primary functions of the site, such as “Get a Quote”, “Phone Us” or “Contact Us”.
<br />
<br />
<h2 class="subtitle">Logo</h2>
<br />
Make sure that your logo is professional and prominently placed. Remember this is the brand of your agency. Prospective clients will be seeing this throughout your marketing cycle, and it needs to be memorable.
<br />
<br />
<h2 class="subtitle">The Pitch</h2>
<br />
You need to develop and condense your elevator pitch down to a short blurb that can be read in those crucial first moments. This can be as simple as “personal service, competitive prices.” Tailor it to your agency and your goals.
<br />
<br />
Make these first three seconds count, and your website will see more visitors, more page views and longer time spent on your site… all of which will translate into more business.urn:uuid:151Think Local - Go Global 2.0 - Agency Marketing BlogThink locally when defining your SEO strategy before you expand globally. Using Google+ Local and Places will help you achieve local success.2012-06-01T11:04:05Z2024-03-19T05:52:04Z<p>When it comes to having an Internet presence companies often focus on the global aspects of their website. They want to be on the first page of Google. They want to see their hits go through the stratosphere. They look for the millions of visitors that they will receive from across their state or even the nation. However, when these goals fail to realize, they believe their Internet marketing efforts have been a failure. </p>
<p>Internet marketing campaigns should start small and grow as your results improve. Initially, focus the marketing of your company and website to your local neighborhood. Once you have developed traction, expand your efforts to your community. As you build your presence and hits, develop your efforts to include your city, state, and even country.</p>
<p>By catering your message to a particular market area, you will increase the effectiveness of your website’s true goal, to sell your products. Follow these examples to think locally as you grow globally. </p>
<blockquote>
<p><strong>Local Search<br />
</strong>The major search engines such as Bing, Google and Yahoo! all provide a service that displays local “yellow page” advertisements at the top of search results. These targeted results are displayed when the searcher localizes their search request. For example, the user searches for “auto insurance in irving tx” ; the search engine will include the local ads at the beginning of the result set. There is no charge to sign up for these services. In addition you can use reviews to further you exposure on these local listings.</p>
<p><strong>Community Events<br />
</strong>When your local community has an upcoming event post it to your website as a blog or calendar entry. A perfect example of this is a local parade or fireworks show. People will often search the Internet for detailed information regarding the event such as location, time, and specific events. If you offer the same information as a resource on your website, ancillary traffic will drive itself to your site. If you plan to be in attendance, give in-depth coverage of your offering such as booth or pictures of your parade vehicle.</p>
<p><strong>Local Sports<br />
</strong>Be a resource for your favorite sports teams. Display upcoming schedules for the local high school football team. Offer visitors past scores and player profiles from your daughter’s softball team. By continually updating your website content, you will give customers (and the search engines) reason to come back often.</p>
<p><strong>Sponsorships<br />
</strong>Does your business sponsor a local organization? Are you helping support your son’s soccer team? Provide a “free” page on your website for the group. Detail upcoming fundraising events and success stories. When people search for the information on the organization, your results could also appear right along with them.</p>
<p><strong>Special Offers<br />
</strong>Do you have a booth at the local fair? Are you giving away a flat screen TV? If so, tell the world about it. Release a press release. Create a secondary site that exclusively advertises the giveaway. Develop a catchy web address that people will easily remember. Advertise your company heavily.</p>
<p><strong>Local Web Address<br />
</strong>Purchase multiple domain names. Cater each one to a target community. For example, purchase and point the domain name autoinsuranceinirvingtx.com. The search engines will readily display your results when the search term matches your company’s address. Most website vendors allow you to have multiple domain names pointed to a single site.</p>
</blockquote>
<p>As you develop your website’s traffic, you can start to expand your target market. As more visitors pay a visit to your site, the search engines will begin to see you as a resource on the Internet. Over time, your presence will grow to the global market.</p>urn:uuid:164How to Blog: Step by Step - Agency Marketing BlogHow to create the perfect blog entry for insurance agency websites. A step-by-step guide.2012-05-30T14:32:00Z2024-03-19T05:52:04ZLet’s go through creating the perfect blog entry.
<br />
<ul>
<li><strong>Step 1:</strong> The easiest, simplest, most important thing to do is to have catchy, attention-grabbing, click-worthy titles. Make your title easy enough to figure out what the blog post will be
about. Show the reader that they will somehow benefit by reading your
blog. Use words to evoke an emotional response, like awesome, crazy,
stupid, free. Set expectations, there's nothing worse than clicking on a
blog post and reading content that is completely unrelated to the
title, or doesn't give what reader expects. Don't mislead your readers
by posting catchy, but an ultimately empty title.</li>
<li><strong>Step 2:</strong> Writing your own, original content is highly
advantageous. Your present your own opinions, as well as satisfying
Google’s duplicate content rules, that is you’re not adding duplicate
content. However if you don’t have time to write an original post, then
you can take articles from other sources, like Trusted Choice, Insurance
Journal, local newspapers, community newspapers. Just remember to cite
the source at the end.</li>
<li><strong>Step 3:</strong> Add Anchor text to your post. Anchor text is the link
label or link title that is the visible, clickable text in a hyperlink.
For example link the words Dallas auto insurance, instead of Click here
or www.ABCAgency.com. You can link to other lines of business pages,
quote forms, customers service forms, other blog entries and other
websites. Make sure your blogs are not always entirely self-serving.
Providing information rich content, rather than sales-heavy content will
result in more visitors returning to the site.</li>
<li>
<div style="clear: both; text-align: center;" class="separator">
<a style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;" href="http://3.bp.blogspot.com/-hvEk5zZ_XKw/T8ZSuI3zqzI/AAAAAAAAAMc/ngAxgbGyaN0/s1600/iStock_000013004575XSmall.jpg"><img alt="" width="200" height="163" src="http://3.bp.blogspot.com/-hvEk5zZ_XKw/T8ZSuI3zqzI/AAAAAAAAAMc/ngAxgbGyaN0/s200/iStock_000013004575XSmall.jpg" style="border-width: 0px; border-style: solid;" /></a></div>
<strong>Step 4:</strong> Add pictures to your post. This helps to make your
entries more interesting, as well giving your audience a clue as to what
your blog will be about. If you take pictures from other websites,
don’t forget to cite the source at the bottom.</li>
<li><strong>Step 5:</strong> Guide your reader, they’ve stuck with you by reading
the whole post, so tell them what to do once they’ve finished. Fill in a
quote form, join our newsletter, subscribe to our blog feed, like us on
Facebook, prepare a disaster kit.</li>
<li><strong>Step 6:</strong> Get your readers to interact with you by asking
questions. All blogging platforms allow reader comments, so get some
feedback from by asking for comments, or say something controversial to
get a reaction.</li>
<li><strong>Step 7:</strong> Don’t forget to tell people about your latest blog.
You can do this by sharing the link on Facebook and Twitter, you can
send out an email out with all the posts on a certain topic to show your
expertise in that area. You could even submit your post to sites like <a href="http://technorati.com/">Technorati</a> or a social bookmarking site like <a href="http://www.stumbleupon.com/">StumbleUpon</a> or <a href="http://delicious.com/">Delicious</a>.</li>
</ul>
Now get blogging!urn:uuid:220Server Maintenance Night of June 16 - Agency Management BlogWe have schedule server maintenance beginning at 10 p.m. on Saturday, June 16th.2012-05-30T11:21:00Z2024-03-19T05:52:04ZWe have schedule server maintenance beginning at 10 p.m. on Saturday, June 16th. InsurancePro services will be unavailable until 6 a.m. on the following morning, June 17th. Please plan accordingly.urn:uuid:117Moving Some of Our Hosting Services - Agency Management BlogHosting services for InsurancePro will be changing. Read how you can verify access.2012-05-29T11:00:00Z2024-03-19T05:52:04ZWe will provide an update to InsurancePro in the next 5-10 business days that will change where some of our services are hosted. Please be sure that your firewall grants you access to ipservices.getitc.com. If you'd like to verify that everything is okay, visit this link: https://ipservices.getitc.com/default.html. If you get a message of congratulations, you have nothing else to do. If you are unable to access the link, contact the folks responsible for your IT resources and let them know that you need HTTPS access to the ipservices.getitc.com domain.<br />
<br />
Let us know if you have any questions!urn:uuid:165Masters of Marketing: Website Content - Agency Marketing BlogMasters of Marketing presentation on the how, when and why you should focus on website content for your insurance website.2012-05-24T14:36:00Z2024-03-19T05:52:04ZHere's another presentation in our Masters of Marketing webinar. This
presentation discusses content on your website, how to do it, when to do
it and why you should add content.
If you would like
to join us every Thursday at 12:00 p.m. Central when we discuss
marketing tips,
you can <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">register here</a>.<br />
<br />
<iframe width="500" height="375" frameborder="0" src="//player.vimeo.com/video/74237802?portrait=0&color=ff9933"></iframe>
<p>Masters of Marketing -- Bringing It All Together from <a href="http://vimeo.com/getitc">Insurance Technologies Corp.</a> on <a href="https://vimeo.com">Vimeo</a>.</p>urn:uuid:221Aaaaand we're back... - Agency Management BlogThere were a small number of folks who experienced some problems with getting into InsurancePro earlier today.2012-05-23T11:24:00Z2024-03-19T05:52:04ZThere were a small number of folks who experienced some problems with getting into InsurancePro earlier today. Those issues are resolved and you can get InsurancePro back to work for you. We apologize for the inconvenience!urn:uuid:116Follow Their Rules or You Might Lose Your Facebook Page - Agency Marketing BlogIf your Facebook Page does not follow the Terms of Service your page could be taken down.2012-05-22T13:46:00Z2024-03-19T05:52:04ZYou created a Facebook page for your agency. Looks great. It would be a waste if it disappeared suddenly...<br />
<br />
Sound intimidating? It should. If your page violates the <a href="https://www.facebook.com/policies/">Terms of Service</a>, your agency's page could get kicked off Facebook. It would be absurd to lose all of your hard work and time you put into building a following and engaging with your audience.<br />
<br />
Facebook means business when it comes to their Terms of Service. If your agency's page is removed for ignoring or or not understanding the policies for business use, the consequences are substantial and permanent. You will no longer be allowed to use that email address to create another page.<br />
<br />
Now that the social media giant is public, it is quite possible that Facebook will be taking a closer look and checking for compliance. If you're not sure if your agency's page follows the guidelines, check it now before it's too late.<br />
<br />
These are three of the most common Terms of Service violations that could cost your agency your Facebook page and your audience.<br />
<br />
<strong>1. Profile vs. Page</strong><br />
<br />
Profiles are for individual people to use as their personal space. <a href="http://www.new.facebook.com/advertising/FacebookPagesProductGuide.pdf">Pages</a> are for businesses to create a Facebook presence for the company and/or individual products. What Facebook has to say about Pages: "By leveraging the real connections between friends on Facebook, a Page lets Fans become brand advocates. Posts by the Page will start to appear in News Feed, giving Pages a stronger voice to reach their Fans.” Basically, the activity from your agency page will appear in the news feeds of people who have liked your page just as if you were posting from your personal profile. But using your personal profile for business purposes violates the rules. There are more reasons why you want to create a page for your agency and not a profile:<br />
<ul>
<li>A page can have an unlimited number of followers, while personal profiles are limited to 5,000 friends.</li>
<li>You can customize tabs and apps for special marketing campaigns.</li>
<li>Analytical tools are available to help you determine the effectiveness of your Facebook activities.</li>
<li>You can connect your page with your other social media profiles.</li>
</ul>
<br />
<strong>2. Timeline Cover Photos</strong><br />
<br />
With the roll out of Timeline to business pages, came the cover photo (that large photo at the top of your page right above your profile picture). But there are <a href="https://www.facebook.com/help/?faq=276329115767498#How-should-I-choose-a-cover-photo-for-my-Page?">rules regarding what you cannot include</a> in this image. Did you know you are not allowed to put contact information, URLs or any kind of marketing promotion in your cover photo? Also forbidden: calls to action and any effort to get people to like or share your page. (Our blog post about setting up Timeline included these rules.)<br />
<br />
<br />
<strong>3. Promotions Based on Facebook Features</strong><br />
<br />
Contests and promotions that include sharing or liking are not allowed. It’s okay to build likes and shares by offering fantastic content. You can also have contests, drawings and other promotional games. They just can’t be based on actions that involve Facebook’s proprietary functions, such as Like and Share. Next to using a personal profile for your agency, this is possibly the easiest way to lose your agency's page.<br />
<br />
Facebook can be a fun way to engage with your customers and build awareness for your agency online. But to avoid losing all that time and effort, check to see if your agency page complies with the Terms of Service.<br />
<br />
And if you haven't already, <a href="http://www.facebook.com/InsuranceWebsiteBuilder">Like our Facebook Page for Insurance Website Builder</a> for the latest news from ITC and Insurance Website Builder, marketing tips and an occasional look behind the scenes here at ITC.urn:uuid:166Google Tip # 7935426 - Agency Marketing BlogAnother tip that Google doesn't want you to know...yet is so obviously clear!2012-05-18T14:39:00Z2024-03-19T05:52:04ZAnother tip that Google doesn't want you to know...
<div style="text-align: center;">
<br />
</div>
<div style="clear: both; text-align: center;" class="separator">
<img alt="" src="http://3.bp.blogspot.com/-H3SrVL5IIOI/T7Z5j1rTG0I/AAAAAAAAAFI/y5kBy-YBT98/s0/increase-ranking-search-engine.jpg" style="border-width: 0px; border-style: solid;" /></div>
<div style="font-size: 1.5em; color: #674ea7; text-align: center;">
<br />
<em>Happy Friday!</em></div>urn:uuid:222InsurancePro Update 6.0.36.87 - Agency Management BlogWe had some reports of a few issues in 6.0.36.85 and are releasing 6.0.36.87 to specifically take care of them. 2012-05-17T11:27:00Z2024-03-19T05:52:04ZWe had some reports of a few issues in 6.0.36.85 and are releasing 6.0.36.87 to specifically take care of them. We will begin rolling out 6.0.36.87 in the next couple of days. Many of you will see the option to upgrade, soon. This release is strictly designed to fix a few noted issues and contains no enhancements.<br />
<br />
Users on 6.0.36.85 will receive a mandatory update when it is their turn to upgrade. The optional upgrade is not available to users on this version.<br />
<br />
If you have any questions, let us know!urn:uuid:167The Recipe for Insurance Agency Social Media Success - Agency Marketing BlogHere's our recipe for social media success for insurance agents to get you started.2012-05-14T14:42:00Z2024-03-19T05:52:04Z<div style="font-family: arial,helvetica,sans-serif;">
Social media is an important part of any online marketing plan. Why?
Because more than 80% of all Americans use social media. Consumers use
social media as part of their research process and to ask for
recommendations on products and services. Including insurance. Here are
some tweets I found in a Twitter search for "recommend insurance" last
week:</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="clear: both; font-family: arial,helvetica,sans-serif; text-align: center;" class="separator">
<a style="margin-left: 1em; margin-right: 1em;" href="http://1.bp.blogspot.com/-9Kb1GdbJsDk/T62JrKKpmyI/AAAAAAAAACo/RFZdeqTBXxM/s1600/recommendinsurance_tweet1.png"><img alt="" width="320" height="91" src="http://1.bp.blogspot.com/-9Kb1GdbJsDk/T62JrKKpmyI/AAAAAAAAACo/RFZdeqTBXxM/s320/recommendinsurance_tweet1.png" style="border-width: 0px; border-style: solid;" /></a></div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="clear: both; font-family: arial,helvetica,sans-serif; text-align: center;" class="separator">
<a style="margin-left: 1em; margin-right: 1em;" href="http://4.bp.blogspot.com/-B1di31RMQ6k/T62JrbE4fEI/AAAAAAAAACs/k_IcSiHAXPw/s1600/recommendinsurance_tweet2.png"><img alt="" width="320" height="107" src="http://4.bp.blogspot.com/-B1di31RMQ6k/T62JrbE4fEI/AAAAAAAAACs/k_IcSiHAXPw/s320/recommendinsurance_tweet2.png" style="border-width: 0px; border-style: solid;" /></a></div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="clear: both; font-family: arial,helvetica,sans-serif; text-align: center;" class="separator">
<a style="margin-left: 1em; margin-right: 1em;" href="http://2.bp.blogspot.com/-jl-zwiDcs6g/T62Jrh96aKI/AAAAAAAAAC4/5SN3DYXjZxQ/s1600/recommendinsurance_tweet3.png"><img alt="" width="320" height="78" src="http://2.bp.blogspot.com/-jl-zwiDcs6g/T62Jrh96aKI/AAAAAAAAAC4/5SN3DYXjZxQ/s320/recommendinsurance_tweet3.png" style="border-width: 0px; border-style: solid;" /></a></div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
As you can see, people really do use social media to find insurance.</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
Social media is not difficult. Once you start using it, you quickly
figure out what kind of information your audience wants, and you can
adapt your posts accordingly. Here's our recipe for Social Media Success
to get you started.</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<strong>Recipe for Insurance Agency Social Media Success</strong></div>
<div style="font-family: arial,helvetica,sans-serif;">
Total time: Consistent Use | Serves: One insurance agency | Level: Easy</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<span style="text-decoration: underline;">An Awesome Social Media Profile</span></div>
<div style="font-family: arial,helvetica,sans-serif;">
Ingredients:</div>
<div style="font-family: arial,helvetica,sans-serif;">
Basic information - the who, what, where</div>
<div style="font-family: arial,helvetica,sans-serif;">
Website URL and other contact information</div>
<div style="font-family: arial,helvetica,sans-serif;">
Pictures and graphics</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
Directions:</div>
<ol style="font-family: arial,helvetica,sans-serif;">
<li>Pick which social networks to join. There are so many that it would
be impossible to be successful on them all. So decide which few make the
most sense for you and your agency, and concentrate your social media
efforts on that handful.</li>
<li>Fill in your profile as much as possible. Use every character, every
field that is available to you to describe your agency and what you do.
It is also a good idea to tell prospective followers what kind of
information they can expect to see if they follow you whether it's
promotions, educational information or a combination of both. Use
keywords where possible.</li>
<li>Add as many pictures and graphics as you can. </li>
</ol>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<span style="text-decoration: underline;">Insurance Agency Social Media Success</span></div>
<div style="font-family: arial,helvetica,sans-serif;">
Ingredients:</div>
<div style="font-family: arial,helvetica,sans-serif;">
One Awesome Social Media Profile</div>
<div style="font-family: arial,helvetica,sans-serif;">
Interesting Content</div>
<div style="font-family: arial,helvetica,sans-serif;">
Audience Engagement</div>
<div style="font-family: arial,helvetica,sans-serif;">
Promotion</div>
<div style="font-family: arial,helvetica,sans-serif;">
Fun</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
Directions:</div>
<ol style="font-family: arial,helvetica,sans-serif;">
<li>Once your Awesome Social Media Profile is complete, start sharing
content daily. There are many different kinds of content. You can share
general posts about insurance meant to encourage your audience to
contact you for more information. For example, "Every season has its own
liability risks for homeowners, drivers and businesses. Contact us to
find out how you can be ready for each season." You can also share your
blog posts if you're blogging or different pages of your <a href="http://www.getitc.com/products/websites/">insurance website</a><a href="http://www.getitc.com/products/websites/"></a> that provide information and tips like your free reports, customer service forms or insurance glossary. And there's also content curation, which is sharing content you didn't write, and community news and events.</li>
<li>After you find daily routine of posting and sharing, start engaging
with your audience. Thank people who follow you. When someone shares
good news, congratulate them. If someone asks a question, if you know
the answer or can provide a recommendation, do so. Even if it's not
about insurance. This is where your skills in customer service and
building relationships can come in handy. Just as you would engage with
someone in the real world to start a relationship, so you should online.
Ask questions, talk to people, join in the discussion. Remember our
examples from above? If they were in your target area, answering their
questions would be a perfect example of an opportunity to engage with
someone through social media.</li>
<li>Add just a pinch of promotion to season your social media efforts.
The hard sell does not work on social media. People are immediately
turned off when you try to sell them. Keep a good ratio of promotional
posts with non-promotional posts. A good rule of thumb for social
networks where posting several times throughout the day is common, like
Twitter, would be for every 1 promotional post, you should share 9 that
are non-promotional. For social networks where posting once a day is
more common, like Facebook or LinkedIn, the ratio is more like 1 in 4.
Don't forget to add social media buttons to your email signature, your
website, brochures, etc. to make it easy for your customers and
prospects to follow you.</li>
<li>Sprinkle some fun into your social media efforts. Share funny
videos, pictures or jokes. Show you and your staff having fun with what
you do. Social media is an ideal place to let your hair down, not be so
serious and share why you love what you do.</li>
</ol>urn:uuid:170Tip of the Iceberg - Agency Marketing BlogFun friday posting with an honest depiction of the balance of on-site and off-site SEO.2012-05-11T14:51:00Z2024-03-19T05:52:04ZThis is your Fun Friday posting, but it's actually a very honest depiction.<br />
<br />
<img alt="" src="/images/blog/iceberg.jpg" /><br />
<br />
Be sure you let this one <em>sink in</em>!urn:uuid:169Masters of Marketing: Effective Blogging - Agency Marketing BlogMasters of Marketing webinar presentation on effective blogging.2012-05-11T14:49:00Z2024-03-19T05:52:04ZHere's the presentation from yesterday's Masters of
Marketing webinar on Effective Blogging. If you would like
to join us every Thursday at 12:00 p.m. Central when we discuss marketing tips,
you can <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">register here</a>.<br />
<br />
<div id="__ss_12899107" style="width: 425px;"> <strong style="display: block; margin: 12px 0pt 4px;"><a target="_blank" title="Masters of Marketing: Effective Blogging" href="http://www.slideshare.net/iwb_insurance/masters-of-marketing-effective-blogging">Masters of Marketing: Effective Blogging</a></strong> <iframe width="425" scrolling="no" height="355" frameborder="0" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/12899107"></iframe>
<div style="padding: 5px 0pt 12px;"> View more <a target="_blank" href="http://www.slideshare.net/thecroaker/death-by-powerpoint">PowerPoint</a> from <a target="_blank" href="http://www.slideshare.net/iwb_insurance">Darmini Kara</a> </div>
</div>urn:uuid:168Masters of Marketing: How to Write an Effective Email - Agency Marketing BlogMasters of Marketing webinar presention on how to write an effective email for insurance agents.2012-05-11T14:46:00Z2024-03-19T05:52:04ZPresentation slides from the April 5th Masters of Marketing webinar from Insurance Technologies Corporation, presented by Jennifer Fitzsimmons, AgencyBuzz coordinator. If you would like to join us every Thursday at 12:00 p.m. Central when we discuss marketing tips, you can <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">register here</a>.<br />
<br />
<div id="__ss_12899264" style="width: 425px;"> <strong style="display: block; margin: 12px 0pt 4px;"><a target="_blank" title="Masters of Marketing: How to Write an Effective Email" href="http://www.slideshare.net/iwb_insurance/masters-of-marketing-how-to-write-an-effective-email">Masters of Marketing: How to Write an Effective Email</a></strong> <iframe width="425" scrolling="no" height="355" frameborder="0" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/12899264"></iframe>
<div style="padding: 5px 0pt 12px;"> View more <a target="_blank" href="http://www.slideshare.net/thecroaker/death-by-powerpoint">PowerPoint</a> from <a target="_blank" href="http://www.slideshare.net/iwb_insurance">Darmini Kara</a> </div>
</div>urn:uuid:171Secret to Success - Agency Marketing BlogHere's a little tip that Google probably doesn't want you to know2012-05-04T14:54:00Z2024-03-19T05:52:04ZHere's a little tip that Google probably doesn't want you to know...<br />
<br />
<img alt="" src="/images/blog/google-algorithm.jpg" /><br />
<br />
<strong><em>Happy Friday!</em></strong>urn:uuid:172Let's Talk Expiration Dates - Agency Marketing BlogWhy fresh content is so important to search engines and keeping your website at the top of search results.2012-05-03T14:55:00Z2024-03-19T05:52:04ZYou've heard it time and time again. Content is King.<br />
<br />
To show how your content is a reflection of your site to Google, let's consider expiration dates.<br />
<br />
Somewhere, either sitting in your refrigerator, on your kitchen counter,
under the seat in your car, or at your desk, you probably have food
that will one day go bad. It will eventually sit there too long, start
to grow mold, eventually stink up everything, and you will finally throw
it out. Imagine if Google viewed your site the way you view that food. <br />
<br />
Well it does. Kinda.<br />
<br />
Google wants to expose its users to fresh sites. That means it will take
note of sites that are updated often and updated with meanigful
changes. Sites that are left too long and become stale will be tossed
aside and may never be served up as a search result. So if it hasn't
been stressed enough already, <strong>keep your site fresh</strong>.<br />
<br />
<strong>How often</strong> should a site be updated? Often. Weekly, if possible.<br />
<br />
<strong>How much</strong> should a site be updated? A lot. More should be changed than just the date, navigation, or advertisement.<br />
<br />
<strong>What kind</strong> of content should be added to the site? New Pages. Not just new content on existing pages. Google wants to provide <span style="text-decoration: underline;">new value</span>, so it wants to find <span style="text-decoration: underline;">new pages</span>. <br />
<br />
As a bonus, here's an infographic from <a style="color: black; text-decoration: none;" rel="nofollow" href="http://www.bitrebels.com/technology/the-seo-puzzle-the-most-important-pieces-infographic/attachment/the-seo-puzzle-infographic-1/">bitrebels</a> to further breakdown how to make your content King.<br />
<br />
<img alt="" src="/images/blog/the-seo-puzzle.jpg" />urn:uuid:223InsurancePro Update 6.0.36.85 - Agency Management BlogNew enhancements added to InsurancePro, agency management system.2012-05-03T11:29:00Z2024-03-19T05:52:04ZFor those of you on 6.0.35, we stopped our roll-out of 6.0.36 to focus on some enhancements that we thought were important for you to have. We are now done with those enhancements and have started our roll-out again. We've addressed some issues as we always do, but we've also added the following enhancements:<br />
<br />
<ul>
<li>Cross Sell Reports</li>
<li>Enhanced management of currently logged in users</li>
<li>Enhanced bridging providing better feedback for data that can't be bridged</li>
</ul>
<br />
We will begin ramping up the number of agencies this release will be available to over the next few weeks. If you need these features, let us know. We may be able to get you on the release sooner rather than later.urn:uuid:173Anatomy of a Social Consumer [Infographic] - Agency Marketing BlogAn infographic of information and statistics on how consumers are interacting with brands on social media.2012-05-02T15:01:00Z2024-03-19T05:52:04Z58% of consumers connect with brands on social media because they are a
customer. When one follower shares information about you or something
you've posted or written on social media, on average 77 people are
reached. This can have a profound impact on increasing your agency's
awareness. This infographic has more information and stats on how
consumers are interacting with brands on social media.<br />
<br />
<br />
<a title="SocialConsumer" href="http://www.truaxis.com/blog/12737/anatomy-of-a-social-consumer/"><img alt="SocialConsumer" src="http://i.imgur.com/hYvJU.jpg" style="border-width: 0px; border-style: solid;" /></a><br />
Source:<a title="SocialConsumer" href="http://www.truaxis.com/blog/12737/anatomy-of-a-social-consumer/"><br />
</a>urn:uuid:210Using Images in Email: Are You Doing It Wrong? - Agency Marketing BlogBasics steps that will help your email marketing to make an impact.2012-05-01T10:44:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/email-images.jpg" style="width: 250px; height: 188px; float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Images inside of your email marketing and monthly newsletters definitely have a place. They look sharp, can make your email look professionally designed and can add some much needed pizzazz to insurance information. One simple rule to remember about images “Less is More.” One well placed, relevant, image can make a huge impact. Multiple images can make your message crowded and distract from the point of your email. <br />
<br />
By following the basic steps listed below and remembering that less is more, your emails will make the impact you desire.<br />
<br />
<strong>The 25% Rule:</strong> No more than 25% of your email should be image-based. The majority of your email should be readable without viewing the images. <br />
<br />
Image viewing in email clients is turned off by default. Normally what your readers will see is a blank space that says “right-click to download images”; some of your readers will, most won’t. By leaving most of the text readable and not crowding your message with images (that have now become a blank space) you’re less likely to be deleted and therefore making a better impression on your clients and prospects.<br />
<br />
<strong>Don’t Trap Important Information in an Image: </strong>All important information, such as price, value proposition, expiration dates, or policy information should always be in text form. If a prospect can’t see what you’re selling, why would they buy it?<br />
<br />
<strong>Use Tables and Colors instead of Images:</strong> If 25% is just not enough image real estate for you, you can always implement tables and background colors to add the visual content you’re looking for. You will still need to keep in mind that less is more – in this case that would mean stay away from neon colors or making an entire email bright pink. Use colors that make your text stand out and keep all tables easy for all viewers to read. <br />
<br />
<strong>The Double Edged Sword – Embedded Images:</strong> Embedding images is tricky. By embedding images, you’re sure that the image will get to your reader – even if it’s just an attachment, they’ve seen the image. On the other hand, embedding images can land you in a spam folder since spammers are now including inappropriate content in images to avoid it being read as text by spam filters. It’s a double edged sword that hasn’t quite been perfected. <br />
<br />
Whether you embed images or not, keep in mind that mobile users most likely will never see any images you include in email. 20% of mobile emailers use text only apps to read their mail. This is another reason to not use too many images or trap important information in an image.<br />
<br />
Images in email present a challenge to most email marketers namely because you have little to no control how your email will look when a recipient views it. By keeping your images small and putting very few in your mailings, you’ll have greater success with using images in your mailings.<br />
<br />
Got a question about using images in your emails? Submit it below in the comments area.urn:uuid:224Cross Sell Reports Coming To InsurancePro - Agency Management BlogWe're implementing cross-sell reports into InsurancePro.2012-04-30T11:30:00Z2024-03-19T05:52:04ZYes, that's right! We've taken a moment here at ITC to implement cross-sell reports into InsurancePro. We're working hard to get this release in your hands and will continue the roll-out in the next few days when our testing is complete! Thank you for your patience!urn:uuid:174How to Share Interesting Content on Social Media - Agency Marketing BlogHow to share content on social media to be seen as knowledgeable and to build your social media audience.2012-04-27T15:13:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000010635155XSmall_thumb.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />There are countless articles online about social media, how to use it
for business, how to engage your audience on social media, etc. etc.
Almost always one of the tips include sharing content on social media
your audience will find interesting. But how do you know what content to
share?<br />
<br />
Sharing content that you didn't write is called content curation. It can
be a great way to be seen as knowledgeable and to build your social
media audience.<br />
<br />
Here are 4 tips to help you decide what content to share with your audience:<br />
<br />
<strong>1. Be curious.</strong><br />
<br />
If you are curious about the same things your audience is curious about,
posting articles that share in that knowledge and curiosity will be
interesting and engaging.<br />
<br />
<strong>2. Make the connections for them.</strong><br />
<br />
Ever see an article that is not directly about insurance, but you see
how it could apply to insurance? Post it. There is no reason why you
can't share seemingly unrelated content. Just make sure you make the
connection for your audience when sharing.<br />
<br />
<strong>3. Get excited.</strong><br />
<br />
When you get excited about an article, it shows when you share it with your audience. Your audience will respond to your enthusiasm. So if that article you found made you excited, share away!<br />
<br />
<strong>4. Think about your audience.</strong><br />
<br />
Share content that is of interest to your audience. Strive for a balance
of articles that you like with articles your audience will find
interesting.urn:uuid:211The ABCs of Sales: Always Be Closing - Agency Marketing BlogIf Always Be Closing is rule number one for sales, then it must extend to email if your insurance agency is using email as a sales and marketing tool.2012-04-24T10:49:00Z2024-03-19T05:52:04ZThe most basic and fundamental principle of any successful sales person is Always Be Closing.<br />
<br />
<img alt="" src="/images/blog/alwaysbeclosing.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Always be closing are the most cliché 3 words in the sales profession for good reason. At any time in the process from branding your agency to quote follow-ups, a policy may convert to sold.<br />
<br />
Some agents have policies that write themselves before they even become prospects. A client comes to them so ready to buy a policy that they’re practically hitting them over the head with their checkbook. I’ve been that customer – haven’t we all. We just want the sales staff to skip their pitch and actually get through the buying part. <br />
<br />
If Always Be Closing is rule number one, then it must extend to email as well if your agency is using email as a sales and marketing tool. <br />
<br />
<strong>How do you apply Always Be Closing to email?</strong><br />
The greatest opportunity is to have obvious calls to action in your email so that if someone is ready to buy, you don’t stand in the way. Mark calls to actions clearly and make sure they are linked properly before sending your email to any prospective client. <br />
<br />
You should also look at your marketing emails as a succession of small closes; closing a sale means getting someone to say yes, plain and simple, right?<br />
<br />
<ul>
<li>Your readers say yes by choosing to subscribe to your newsletters and mailings in the first place.</li>
<li>Mail clients say yes by successfully delivering your message because your email is solid information. Your contact list also includes good data and is up to date.</li>
<li>Recipients say yes by opening your marketing email because they either recognize you as a trusted agent or the subject line intrigues them enough to open it.</li>
<li>Your prospects say yes by reading your email because the content is worthwhile and the value of continuing to read is obvious.</li>
<li>Your future client says yes by clicking on the clearly marked quote button placed in the email because they are comfortable with your expertise, convinced to learn more or they may even choose to buy now.</li>
<li>Your clients say yes by choosing to have you quote additional policies after reading your cross-sell information.</li>
</ul>
<br />
At every one of these steps, there is an opportunity for your prospects to say no. The challenge you face with email marketing is that unlike a phone call or face to face meeting where you may overcome objections in real time, you do not get the same level of interaction through an email. If someone says no at any given step listed above, they may not advance any further, which means diagnosing where the no’s are happening is crucial to successful email campaigns. <br />
<br />
By testing your metrics to determine where people are saying no the most, you can change how you plan out the next campaign. Send a few email campaigns and track each of the metrics - compare open rates, click-through rates, as well as conversions. Look for significant changes upwards or downwards, and you’ll have a much better idea of who is saying yes or no at each stage. Then, you’ll know exactly what to fix.<br />
<br />
Remember Always Be Closing at every opportunity possible in your email campaigns. Start your prospecting momentum with your small email successes and you may find your conversion rates growing thanks to your new outlook on closing sales with email. <br />
<br />
Now it’s your turn: tell us your success stories with email.urn:uuid:175Masters of Marketing: Advanced Websites for Insurance Agents - Agency Marketing BlogMasters of Marketing webinar presentation on advanced websites for insurance agents2012-04-19T15:36:00Z2024-03-19T05:52:04ZHere's the presentation from today's Masters of
Marketing webinar on Advanced Websites for Insurance Agents. If you would like
to join us every Thursday at 12:00 p.m. Central when we discuss marketing tips,
you can <a href="http://www.getitc.com/solutions/agency_marketing/webinar/">register here</a>.<br />
<br />
<div id="__ss_12606885" style="width: 425px;"> <strong style="display: block; margin: 12px 0pt 4px;"><a target="_blank" title="Masters of Marketing: Advanced Websites for Insurance Agents" href="http://www.slideshare.net/iwb_insurance/masters-of-marketing-advanced-websites-for-insurance-agents">Masters of Marketing: Advanced Websites for Insurance Agents</a></strong> <iframe width="425" scrolling="no" height="355" frameborder="0" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/12606885"></iframe>
<div style="padding: 5px 0pt 12px;"> View more <a target="_blank" href="http://www.slideshare.net/thecroaker/death-by-powerpoint">PowerPoint</a> from <a target="_blank" href="http://www.slideshare.net/iwb_insurance">Darmini Kara</a> </div>
</div>urn:uuid:176Build an Awesome Website: 8 Things to Do Before You Get Started - Agency Marketing BlogEight things you need to do before you start building a new insurance website.2012-04-18T15:37:00Z2024-03-19T05:52:04Z<div style="font-family: arial,helvetica,sans-serif;">
<img alt="" src="/images/blog/iStock_000013545883XSmall_thumb.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />When done right your insurance agency website can be the best tool in
your marketing toolbox. When done right it can actually help you sell
insurance.</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
I know what you're asking. How do you build a website so it's done
right? First, you need to realize that a website is more than just a
pretty design. You should first focus on why you need a website and what
you want it to do instead of what you want on it.</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
Do you want a website that is basic and has your agency's information on
it? Or do you want a website that allows you to do online quoting,
generates leads and integrates with social media? In other words, do you
want a website that is an integral part of your online marketing plan
driving leads, educating prospects and communicating with customers?<br />
<br />
Here are 8 things to do before you get started on building your website:<br />
<br />
<div style="font-family: arial,helvetica,sans-serif;">
<span style="font-size: large;"><strong>Do:</strong></span></div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<strong>1. Set goals</strong>. Make them realistic and measurable. Here are some
great ideas to get you started: Generate leads online. Increase brand
awareness. Expand your market to surrounding areas. Improve conversions.</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<strong>2. Learn SEO basics. </strong>You absolutely will want help in optimizing
your website for search engines. But understanding the basics of search
engine optimization is something you need to know too. Plus, when SEO
starts working, you don't have to spend so much time trying to improve
your website traffic.</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<strong>3. Plan on creating a mobile version of your website.</strong> 25% of the
traffic to our client's websites comes from mobile devices. This number
will continue to rise as more people buy smartphones and tablets and
start using their mobile devices to surf the Internet instead of their
desktops or laptops.</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<strong>4. Look at your competitors.</strong> Are they doing something right on
their websites? What do you like? What don't you like? This is your
chance to identify opportunities your competitors might be missing out
on that you can take advantage of on your new website.</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<strong>5. Develop custom content. </strong>One of the most important elements of
online marketing is custom content. When done correctly,
it improves the readability of your website and helps to optimize it for
search engines. Custom content also differentiates your agency from
your competition and can improve the time visitors spend on your
website. </div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<strong>6. Include calls to action.</strong> A call to action will clearly
indicate what you want your website visitors to do. Offer online
quoting? Don't just say "We'll give you a free online quote." Say "To
get your free online quote, enter your information below and click
submit." Have free reports to download? Instead of saying "Free report
on the basics of a homeowners policy" say "Click here to get your free
report on renters insurance 101."<br />
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<strong>7. Answer the "Why?"question. </strong>Visitors won't subscribe to your
newsletter or follow you on social media if you don't give them a reason
why they should. Don't just put up a subscribe box or follow buttons
without explaining what visitors will get out of subscribing or
following.</div>
<div style="font-family: arial,helvetica,sans-serif;">
<br />
</div>
<div style="font-family: arial,helvetica,sans-serif;">
<strong>8. Trust your web designer. </strong>You've hired an expert because
building websites is what he does for a living. He knows the latest
trends and tricks to make your website great. Let him do what he does
best, and he's more likely to not only meet your goals but exceed them.</div>
</div>urn:uuid:177Friday the 13th - Agency Marketing BlogFun Friday post for Friday the 13th2012-04-13T15:40:00Z2024-03-19T05:52:04ZThere will be a total of three <strong>Friday the 13ths</strong> this year, and they are each <strong>13 weeks apart</strong>.<br />
<br />
And this is 2012, which is technically the <strong>13th year</strong>.<br />
<br />
Just an fyi.<br />
<br />
<strong>Happy Friday!</strong>urn:uuid:225Server Work on Saturday, April 14th - Agency Management BlogWe will be doing server work on the night of Saturday, April 14th. 2012-04-13T11:32:00Z2024-03-19T05:52:04ZWe will be doing server work on the night of Saturday, April 14th. InsurancePro will be unavailable beginning at 11 p.m. CST. Please plan accordingly. Have a great weekend!urn:uuid:179Grow Your Business and Have Fun - Agency Marketing BlogFive reasons why you should be blogging, which benefits you and your insurance agency.2012-04-12T15:43:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/grow_thumb.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />...with a Blog!<br />
<br />
In case we haven't made blogging sound fun, important, exciting, crucial, and easy enough with our previous posts<a href="http://iwbseotips.blogspot.com/search/label/blogging"></a>,here's a short list of the top 5 reasons you should be blogging. It benefits not only you, but your business as well.<br />
<br />
<strong style="color: #4c00a9;">5. A Blog exercises your mind.</strong>
Personally, I can't go a day without doing a puzzle. Your brain should
develop more and more with each day to remain healthy. Thinking of new
and innovative ideas to present will provide that development. It not
only keeps your brain healthy, but it encourages others to come back to you & your business for what I like to call 'intellectual stimulation.' How can you pass that up?!<br />
<br />
<strong style="color: #4c00a9;">4. A Blog lets you speak to the masses.</strong>
Part of growing your business is finding a way to communicate with
future clients. People you would have had no way of reaching out to will
have the opportunity to reach out to you instead. Most business owners
and executives can forget about how simple and satisfying it is to spark
communication. Make sure you provide that spark!<br />
<br />
<strong style="color: #4c00a9;">3. A Blog invites communication.</strong> Remember
that 'intellectual stimulation' I mentioned? Well, it makes people
think. And when people think, a blog is the perfect place to verbalize
those thoughts. Whether they're agreeing, disagreeing, questioning, or
simply contemplating the ideas you've presented them with, they're
probably spreading your message. And all publicity is good publicity.
Right?<br />
<br />
<strong style="color: #4c00a9;">2. A Blog is worth the trouble.</strong> It's
easy! Nothing can grow without nourishment. Water, air, food, sunlight;
think of a blog as the nourishment to your business' website. In this
day and age, those who put their ideas out there for the world to see
have been rewarded. Greatly. Give and you shall receive.<br />
<br />
<strong style="color: #4c00a9;">1. A Blog can be fun.</strong> <em>A blog is fun.</em> Don't be afraid to share some humor and not be so serious all the time. It might be the most fun you have at work all day.<br />
<br />
So blog away. Take inspiration from Nike:<br />
<strong style="color: #4c00a9;">Yesterday you said tomorrow.</strong><br />
Just do it!urn:uuid:178Masters of Marketing: Basics of Search Engine Optimization - Agency Marketing BlogMasters of Marketing webinar presentation on the basics of search engine optimization.2012-04-12T15:42:00Z2024-03-19T05:52:04ZWe had our second weekly webinar yesterday, thank you to all that made it. As promised here is the presentation:<br />
<br />
<div style="width: 425px;" id="__ss_12518467"> <strong style="display: block; margin: 12px 0pt 4px;"><a href="http://www.slideshare.net/iwb_insurance/masters-of-marketing-seo-basics" title="Masters of Marketing - Basics of Search Engine Optimization" target="_blank">Masters of Marketing - Basics of Search Engine Optimization</a></strong> <iframe width="425" scrolling="no" height="355" frameborder="0" src="http://www.slideshare.net/slideshow/embed_code/12518467" marginwidth="0" marginheight="0"></iframe>
<div style="padding: 5px 0pt 12px;"> View more <a href="http://www.slideshare.net/thecroaker/death-by-powerpoint" target="_blank">PowerPoint</a> from <a href="http://www.slideshare.net/iwb_insurance" target="_blank">Darmini Kara</a> </div>
</div>urn:uuid:180What to Blog About? - Agency Marketing BlogHow to create a content calendar that will help insurance agents schedule blogging into their lives.2012-04-05T15:52:00Z2024-03-19T05:52:04Z<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span style="font-size: 1em;"><strong>Create a content calendar.</strong> </span></div>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<br />
</div>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span style="font-size: 1em;">In the world of business, families,
school, and so many other things, people have adapted to calendars; on
their phone, at their desk, on their computer, even through sticky notes
on their car windshield. Calendars seem to make things easier. Less
stressful. Less intimidating.<br />
<br />
<span style="font-size: 1em;"><img alt="" src="/images/blog/clock.jpg" style="width: 250px; height: 166px; float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />So when faced with the impossible task of
blogging, some people will run scared and not even try. And some will
start off strong, only to waver after 2 or 3 weeks. We know you’re busy.
We know you’ve got better things to do besides stopping to put your
genius into words. But blogging can be your escape. Like the working
mother who has to schedule dinner and a bath into her life just so she
doesn’t forget to take care of herself. <strong>Schedule blogging into your life</strong>, and give it the importance it deserves.</span><br />
<br />
<span style="font-size: 12pt; color: #5a1e9e;">You have a website because you want people to <strong>visit</strong>. You care about the design of your website because you want people to <strong>stay</strong>. And <a href="http://www.getitc.com/products/websites/" style="color: #5a1e9e;" target="_blank">Insurance Website Builder</a> gives you an easy-to-use blog because we want people and search engines to <strong>come back</strong>.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span style="font-size: 1em;">We’ve said it before, and we’ll say it again - Content is King.</span><span style="font-size: 1em;"> Blogging is the easiest way to satisfy this straightforward desire for fresh content. But it must be done in accordance with SEO efforts</span><a href="http://iwbseotips.blogspot.com/2010/04/how-to-write-optimized-blog-post.html" style="color: #5a1e9e;"><span style="font-size: 1em; color: #5a1e9e;"></span></a><span style="font-size: 1em;">. And it must be done consistently. Here is where a calendar comes in. </span></div>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<br />
</div>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span style="font-size: 1em;">Create a list of events that will give you
an excuse to write something. Date these events and pick the ones you
deem most fitting for you to target. Decide what type of content you can
produce for each of these events. Don’t worry about keeping your ideas
100% business related, that’s what news events are for along the way. </span></div>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<br />
</div>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span style="font-size: 1em;">Like I said, we know you’re busy. So to
help you start brainstorming, here’s a handy (& long) list of events
to get your gears turning:</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Your Products</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">New product launches</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Product upgrades / relaunches</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Announcements about big new clients</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Your Business</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Anniversary of the company</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Company conferences</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Other events / meetups</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Publication of non-commercial content (new Whitepapers, etc)</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Announcing new job openings</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Announcing new hires / senior personnel changes</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Mergers and acquisitions</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Industry News and Events</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Annual Reports</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Industry Awards</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Industry Conferences (esp. those you will attend or speak at)</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Industry Exhibitions (esp. those you will attend or exhibit at)</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Industry / Partner Events</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Niche Events & Celebrations</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Niche occasions (eg: new driving laws, new insurance guidelines)</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Widely recognized events (eg: ‘National BBQ Month’)</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Events just made up for PR (eg: ‘National Pool Party Week’)</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Politics & Community</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Local / regional / national election cycles</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">New laws / bills</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Opening / closing of political seasons</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Annual budget announcement</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Holidays (Federal & Unofficial)</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Christmas</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">New Year</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Easter</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Independence Day</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Mardi Gras</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">Diwali</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">Ramadan</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">Hanukkah</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">Valentine’s Day</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">Halloween</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">Mother’s / Father’s Day</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">April Fool’s Day</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">Friday 13th</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">Feburary 29th</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">Pi Day</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">St Patrick’s Day</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; vertical-align: baseline;"><span style="font-size: 1em;">Chinese New Year</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Seasonal / Calendar Events</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">First day of Spring, Summer, Fall, Winter and Spring</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Summer Vacation / Back to School</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">The Equinoxes and Solstices</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Start & end of daylight savings time</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Tax Season</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Historical Celebrated / Well-Remembered Events</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Look for 10th/25th/100th anniversaries</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Tragedies (natural disasters, plane crashes)</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Once-in-a-Lifetime Events</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Halley’s Comet</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">The last NASA shuttle launch</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Royal Wedding / Coronation</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Solar eclipse</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Turn of a century</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">War & Conflict</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">VE / VJ Day</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Remembrance Day</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Independence Days</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Famous battles (Bosworth, Hastings, Normandy Landings, Dunkirk, Stalingrad)</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Terrorism memorials (7th of July, 11th of September)</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Internal conflict (eg: Bloody Sunday, various Civil Wars)</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Annual Sports Events</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">NFL Playoffs & The Superbowl</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">NBA Playoffs</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">March Madness</span></li>
</ul>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<strong><span style="font-size: 1em;">Non-Annual Sporting Events</span></strong></div>
<ul style="margin-top: 0in; list-style-type: disc;">
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Ryder Cup</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Olympics</span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-size: 1em;">Soccer World Cup</span></li>
</ul>
</span><br />
<span style="font-size: 1em;">(Calendar courtesy of distilled.net)</span> <blockquote><span style="font-size: 1em;"></span></blockquote></div>urn:uuid:1814 Tips to Improve Your Blog Traffic - Agency Marketing BlogFour tips to improve traffic to insurance websites and take your blog to the next level.2012-04-02T15:57:00Z2024-03-19T05:52:04ZDo you have a blog? Is it driving traffic to your website?<br />
<br />
When done right blogging can generate great website traffic and leads.
Many blogs are not done well because they don't think like the consumer.<br />
<br />
What the consumer wants is answers to her questions. That is why people
increasingly use the Internet for research. To be successful, your blog
needs to answer these questions.<br />
<br />
Here are four tips to improve your traffic and take your blog to the next level.<br />
<br />
<span style="font-size: large;"><strong>1. Do the comparison for them</strong></span><br />
<br />
When we're researching a purchase, we like to compare companies,
products, services, etc so we know that the purchase decision we make is
the right one for us. For example, you could write a blog post about
the difference between full coverage and liability auto insurance. Be
factual, unbiased and honest. Talk about the pros and cons of each.
Doing so will result in your readers beginning to see you as an expert
they can trust.<br />
<br />
<span style="font-size: large;"><strong>2. Give them the best</strong></span><br />
<br />
Have you ever searched the question "What is the best way to ____?"
Chances are that your prospects and customers are using the word "best"
in their searches, so you need to be using it in your content. For
example, you could write about 10 Qualities of the Best Home Coverage or
The Best Way to Prevent Accidents.<br />
<br />
<span style="font-size: large;"><strong>3. Talk about problems</strong></span><br />
<br />
When consumers are deciding between two or more products to purchase,
they turn to the Internet to determine the truth and get an expert
opinion. Likely, they will search for something along the lines of
"problems with liability auto insurance." Write blog posts addressing
the problems, and your posts will begin to show in search results when
people search using those phrases.<br />
<br />
<span style="font-size: large;"><strong>4. Share news</strong></span><br />
<br />
Posting breaking news as it happens can impact your agency's reputation
as an expert and thought leader, which increases the opportunity for
getting new business. These posts can bring in a good amount of traffic
and attention to your blog. Keep your eyes open for opportunities to
break news to your prospects and customers.<br />
<br />
What would you add to this list?urn:uuid:182What is the value of a Facebook "Like" and Twitter "Follow" to businesses? - Agency Marketing BlogAn infographic that shows how much a follow on social media is really worth.2012-03-21T15:59:00Z2024-03-19T05:52:04ZMost, if not all, know about Facebook
and Twitter, but many times you don’t know if you should start using them
because you don’t really see the value that they could add to your business.
<strong>What is a tweet, a Facebook post, a Twitter "follow" or a Facebook "Like" worth?</strong>
<div style="line-height: normal; margin-bottom: 12pt;" class="MsoNormal">
<br />
Based on an extensive research, Imbue Marketing created an infographic that
shows what tweets, likes, shares, and follows are worth.</div>
The infographic
shows really interesting information. A person is 47 percent more likely to do
business with a brand that he or she follows. Also, social media has
increased the effectiveness of marketing for 63 percent of the companies.
Additionally, Social media has increased customer satisfaction and has reduced
marketing costs, as the graphic shows.<br />
<br />
<img alt="" src="/images/blog/social-media-value-infographic.jpg" /><br />
<br />
(Source: <a href="http://imbuemarketing.com/">Imbuemarketing.com</a>)urn:uuid:183Small Business and Marketing - Agency Marketing BlogAn infographic that breaks down marketing stats in small businesses2012-03-20T16:05:00Z2024-03-19T05:52:04Z<a href="http://www.seo.com/blog/small-business-marketing-infographic"><img width="100%" alt="Small Business and Marketing - Infographic " src="https://www.seo.com/hubfs/Small-Business-and-Marketing-infographic-1.png?t=1460572456163" style="border-width: 0px; border-style: solid;" /></a>urn:uuid:184How to Create a LinkedIn Page for Your Insurance Agency - Agency Marketing BlogTips on how to create and promote a LinkedIn company page for insurance agencies.2012-03-19T16:08:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/people.jpg" style="float: left; margin-right: 10px; margin-bottom: 4px; margin-left: 4px;" />By now you probably have a personal LinkedIn profile. But what about your agency? LinkedIn is growing and adding features to company pages. Not many agencies are using LinkedIn company pages so there is little competition for attention. If your agency has a lot of business relationships, you might consider creating a LinkedIn company page.<br />
<br />
Here are some tips on how to create and promote a LinkedIn company page for your agency.<br />
<br />
<strong><span style="text-decoration: underline;">Overview tab:</span></strong> Describe your ideal customer and how you serve them in the company description section. When you're writing your description, be sure to put the most important information at the beginning as only the top portion is visible. Include your lines of business in the specialties section. If you have a blog, insert your blog's RSS feed for your blog posts to appear in your company profile.<br />
<br />
<strong><span style="text-decoration: underline;">Products tab:</span></strong> Create a page for each line of business you write. You can include an image, description, landing page URL that directs people to your website. If you do any special events or promotions, you can link to it. You can even embed a YouTube video. If you've got it, share it.<br />
<br />
<strong><span style="text-decoration: underline;">Followers:</span></strong> Just like you work to get followers on Facebook and Twitter, you'll have to work to build your LinkedIn followers. Otherwise no one will see your status updates. Ask your employees to share the status updates of your agency page with their connections. Follow the company pages of your business relationships and ask them to follow yours in return. Put a LinkedIn button on your website that links to your agency's LinkedIn page.<br />
<br />
<strong><span style="text-decoration: underline;">Status updates:</span></strong> Just like on Facebook and Twitter, you can post status updates from your agency's LinkedIn page. But don't make it all about you. Share links and information that will be interesting to your followers. Establish your agency as an insurance expert. Try to get your connections talking by posting updates that will encourage comments.<br />
<br />
<strong><span style="text-decoration: underline;">Product recommendations:</span></strong> When someone recommends your product on LinkedIn, his connections are notified and the recommendation lives on your page. You can use LinkedIn's Request Recommendations module to ask your best customers to recommend your products.<br />
<br />
What do you think about LinkedIn company pages?<br />urn:uuid:212Timing is Everything - When Should I Send My Marketing Emails? - Agency Marketing BlogTiming is really important to email marketing. How to determine when is the best time for you to send your email campaigns.2012-03-19T10:52:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/timingiseverything.jpg" style="float: left; margin-right: 10px; margin-bottom: 4px; margin-left: 4px;" />I’ve been asked repeatedly when helping an agency start an email marketing campaign, “Is timing really THAT important? Can’t I just send these whenever?” If creating a successful email campaign was as easy as writing a sales pitch, using a few graphics to catch someone’s eye, formulating the perfect subject line, and sending your message there would be no use for this blog. Unfortunately, like most things, it’s never that easy. The day and time you choose to send your email is as important as your subject line, spelling your client’s name correctly or making sure your agency name is mentioned in your email. <br />
<br />
So, yes, timing really is that important. And, no, you can’t send your emails whenever you want if you expect to get a positive result. <br />
<br />
<strong>Dilemma of the Day </strong>-- I will let you know that a percentage of your readers will open your email no matter what day you send it on or what time. It is, however, not true for the majority of your readership and you should keep in mind the habits of most internet users during the day when calculating the right timing for your message.<br />
<br />
Most people will hit social networking sites in the morning as opposed to checking their inbox because Facebook, Twitter and LinkedIn require less of a time commitment than checking their email. If your readers do check their inbox in the morning, they are usually working, and are checking their inbox for the first time that day. While on the job and in an attempt to de-clutter their inbox, you readers may delete your message labeling it unimportant at the time. <br />
<br />
Just as some people read their email as soon as they get them, there are a vast majority of your readers who will not see or open your email for several days once it’s been sent. At one time there was a commonly accepted statistic that a newsletter or marketing email had an open tail of three days. In recent years, this metric has changed though and most email marketers will allow up to five days after sending a mailing for stragglers to receive and open their mailings. You should keep this in mind while testing your open rates as well as the day and time you send it on. This is also important if you’re sending a mailing that relates to a specific event or offer. At a minimum, try to send your email three days before your target event date. If you have the lead time, increase that to five days just to be sure all of your contacts are able to see your mailing prior to an event or offer expiration. <br />
<br />
Below are some guidelines that I’ve created based on my experience in email marketing. These are just a few fast and easy generalized tips to help you choose the best day to send mailings. By sharing these tips with you, it does not mean you should stop testing your mailings to find out if these rules hold true for your agency. <br />
<br />
<ul>
<li>Internet activity in general reduces on weekends. This means Friday, Saturday and Sunday may not be as successful as other days to send your mailings. On Friday, people tend to check out before the end of the work day and will put your email off until next week, which really means, it’s been forgotten as soon as it’s come through their inbox. On Saturday and Sunday, it could be that folks spend more time with their family, have things to do around the yard, or they are burnt out from working on a computer all week. Almost every online metric category goes south on the weekend, and that includes email open rates.</li>
<li>Now that the weekend is over and we’re all back to work, you may think everyone if refreshed and ready to check out your email. This couldn’t be further from the truth. Never send a marketing email on Monday. The fact is your readers spend most of their inbox time at work. When you come into work on Monday, if you’re like me, you start deleting anything that appears to be junk or non-essential so your inbox isn’t as overwhelming. Unless, through your testing, you’ve noticed that your readers exhibit a different pattern, avoid sends on Monday.</li>
<li>When you take out Monday, and the weekend, it boils down to sending emails on Tuesday, Wednesday or Thursday to yield the best results.</li>
</ul>
<br />
<strong>Morning, Noon, or Night?</strong> -- Early morning email sends have the lowest open rates. This makes sense when we look back at the patterns of most internet users who begin clearing out emails they deem unnecessary or unimportant as soon as they open their inbox. <br />
<br />
While metrics are different for different groups, as a general rule, the best open rates tend to come with emails sent around lunch time (noon or 1:00pm). People tend to relax a bit over lunch and are on the downhill of the day when they return from their break. In turn, emails sent in the afternoon do not have the same overwhelming feeling they may have in the morning.<br />
<br />
If you’re going to send your mailings in the evening, when your readers have settled in from work, be sure they are optimized for mobile devices. Studies show that most people check email and social networking on their phone or tablet during commercials as opposed to firing up their laptop while watching TV. <br />
<br />
The only way to know for sure which day and time works for your audience is to run various tests and then select the best day and time based on your readerships response. Following the midweek – midday rule of thumb will yield a good result, but through your testing you may find a time and day that yields a greater response.urn:uuid:185How to Set Up Your Business Facebook Page With the New Timeline - Agency Marketing BlogStep-by-step guide of how to set up a Facebook Timeline for your insurance agency's Facebook Page.2012-03-15T16:17:00Z2024-03-19T05:52:04ZFacebook is the biggest social network today and it is about time you get started with a Facebook Page for your business. Previously, we showed you 5 Reasons why your business should have a Facebook Page and now we would like to go over the steps to set up a good Facebook Page with the new Timeline. It may be really simple for the tech-savvy, but some others may have some trouble. <br />
<br />
<strong>1. Get started by setting up your Facebook Page</strong><br />
If you already have a personal account, you can click on the “Create a Page” link at the bottom of your news feed or you could go directly to “Create a Facebook Page” if you don’t have a personal account. <br />
<br />
<strong>2. Choose the type of Facebook Page</strong><br />
You can select a type of business or category and depending on your selection, you may also have to choose a subcategory. There are 6 main categories to select:<br />
<br />
<img alt="" src="/images/blog/Facebook%20Categories.jpg" /><br />
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After you have selected the category, you will be required to name the Facebook Page and if you selected “Local business or place”, you need to add address, city, postal code and phone number. Agree to the Facebook Pages Terms and hit the Get Started button.<br />
<br />
<strong>3. Add a logo or picture<br />
</strong>Upload/import from a website your logo or picture that represents your business or organization. This picture will show on different parts of Facebook, like in news feed and your Timeline when you post an update. If you don’t have a picture, don’t worry you can upload it in the future. Click the Save photo or Skip button.<br />
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<img alt="" src="/images/blog/Facebook%20Pic.jpg" /><br />
<br />
<strong>4. Tell the world what your page is about</strong><br />
Provide a basic description of the page or your business. Add your website and related links (Blog, Twitter, Linkedin, Yelp, etc.). This step is very important for Search Engine Optimization (SEO). You can also modify or add this information in the future. Click the Save info button.<br />
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<img alt="" src="/images/blog/Facebook%20About.jpg" /><br />
<br />
<strong>5. Choose your unique Facebook web address (URL)</strong><br />
Choosing your unique web address will make your URL www.facebook.com/yourbusinessnamehere. You can’t modify this information in the future, but can choose it in the future by going to the Username page.<br />
<br />
<img alt="" src="/images/blog/Facebook%20Page%20URL.jpg" /><br />
<br />
<strong><em>YOUR PAGE HAS BEEN CREATED</em></strong><br />
Now your Facebook Page is almost ready, you just need to add the cover photo that is available with the new Timeline design, add applications and add other information that you skipped before (profile picture, about information, links, URL). Go to manage and edit page to modify, add information or manage permissions. You can add business hours, and more information related to your business in the “Basic Information” on the left. You can select the option of letting anyone post on your Timeline or select if anyone can add photos/videos to your Timeline (Manage permissions menu).<br />
<br />
<strong>6. Set your cover photo</strong><br />
Select the “Add a Cover” menu on the right hand side and upload a photo. The cover photo dimensions are <strong>851 x 315 pixels.</strong> Choose a photo that is representative to your brand. You can change it as often as you wish and don’t be afraid to be creative with it. Keep in mind that you need to adhere to Facebook’s policies regarding cover photos, which states that cover photos cannot include:<br />
<br />
<ul>
<li>Price or purchase information, such as “30% off” or “Download it at our website”</li>
<li>Contact information such as website address, email, phone number, mailing address, or information that should go in the “about” section</li>
<li>References to Facebook actions or features, such as “Like” or “Share” or any other Facebook site feature</li>
<li>Calls to action, such as “Get it now” or “Tell your friends” </li>
</ul>
<img alt="" src="/images/blog/Facebook%20Cover%20Photo.jpg" /><br />
<br />
<strong>7. Organize your views & Facebook apps</strong><br />
Timeline, the new design of Facebook features photos, likes, map and apps at the top of your page below your cover photo. Photos are automatically featured in the first spot, but page admins can rearrange the other to feature the most important one first. Some apps will require that the user clicks the dropdown arrow.<br />
<br />
<img alt="" src="/images/blog/Facebook%20View%20Apps.jpg" /><br />
<br />
<strong>8. Fill up your Facebook Timeline</strong><br />
Start by adding the date that your business was founded or opened. You can even add a location and pictures. <br />
<br />
<em><strong>YOUR FACEBOOK PAGE IS READY</strong></em><br />
<br />
<strong>9. Invite friends</strong><br />
The admin panel at the top of your page (for you admins) will show you notifications, messages, likes, insights and tips. Select the “Invite friends” link and select your friends.<br />
<br />
<img alt="" src="/images/blog/Invite%20friends.jpg" /><br />
<br />
<strong>10. Start posting updates and like us on Facebook</strong><br />
Now you can start sharing you website’s content and information that can be useful for your fans. Remember to Like us on our Facebook Page <a href="http://www.facebook.com/InsuranceWebsiteBuilder">www.facebook.com/InsuranceWebsiteBuilder</a>.urn:uuid:186The Right Words in the Right Place - Agency Marketing BlogAn infographic that demonstrates which words are important to pay attention to for SEO purposes.2012-03-12T16:28:00Z2024-03-19T05:52:04Z<p><a href="http://2thetopdesign.com/perfect-seo-infographic-right-words-in-the-right-place/"><img alt="Perfect SEO" src="http://2thetopdesign.com/wp-content/uploads/perfect-seo-infographic-640.jpg" style="border-width: 0px; border-style: solid;" /></a></p>
<p><a href="http://2thetopdesign.com/perfect-seo-infographic-right-words-in-the-right-place/ ">2theTop Web Design</a></p>
<br />
<br />
You should pay special attention to certain elements on your website. Strategic wording should be used for areas such as:<br />
<ul>
<li>Meta Description</li>
<li>Page File Name</li>
<li>Page Title</li>
<li>Page Headline</li>
<li>Inside Body Content</li>
<li>Bold & Italicized Text</li>
<li>Image File Names</li>
<li>Image Alt Text / Attribute</li>
<li>Video File Name</li>
</ul>
When people fail to implement these features correctly, their rankings suffer and in turn traffic drops.urn:uuid:189The Right Time to Post - Agency Marketing BlogIt's that time of year again... Daylight Savings Time!2012-03-09T14:34:00Z2024-03-19T05:52:04ZIt's that time of year again...<br />
<blockquote><strong>Daylight Savings Time!</strong><br />
</blockquote><br />
Don't forget to set your clocks.<br />
<br />
Time <strong>springs forward</strong> on Sunday at 2 a.m. unless you're one of the lucky exceptions to the rule<br />
<br />
(you know who you are...Arizona, Hawaii, Puerto Rico, Virgin Islands, and Saskatchewan!)<br />
<br />
So if you're at a loss for what to blog or tweet about, take a hint from us and remind everyone what time it is!<br />
<br />
<em>*Remember, search engines love to see fresh content*</em><br />
<img alt="" src="/images/blog/time.jpg" />urn:uuid:213The Email Marketing Process - Agency Marketing BlogHere's an infographic on the email marketing process that can be used as easy reference for insurance agents when putting together their next email campaign.2012-03-09T10:59:00Z2024-03-19T05:52:04ZSince the dawn of <a href="http://www.getitc.com/products/leadmanagement/">email marketing</a>, folks have been trying to figure out the science behind it. So far this is what we know; it's a touch of creativity, a dash of pizzazz, a hint of using the right buzz words at the right time, and a whole bunch of trial and error.<br />
<br />
Knowing that many insurance agents and agency owners have limited time for trial and error, we've searched for an easy reference for you to check out while formulating your next email marketing campaign.<br />
<br />
<em>(Special thanks to Kirsten Thornton of our <a href="http://www.getitc.com/products/websites">Insurance Website Builder</a> and SEO team for finding this awesome infographic)</em><br />
<br />
<blockquote><img alt="" src="/images/blog/email_marketing_infographic_upd.jpg" /> </blockquote>urn:uuid:190Why People Leave a Website - Agency Marketing BlogIf your website design provides a less than pleasant user experience, it will drive people away. Here are some examples.2012-03-08T14:58:00Z2024-03-19T05:52:04ZGetting someone to visit your website can be challenging, especially with all of the posts, emails, tweets, etc. that are competing for attention nowadays. When consumers come to your website, the last thing you want is for them to leave right away. But if your website design doesn't provide a pleasant user experience, visitors can become frustrated and then quickly leave.<br />
<br />
A good website design will keep frustration to a minimum, take the visitor deeper into your website seamlessly and show him the information he is looking for.<br />
<br />
Here are some examples of website design that can drive your visitors away.<br />
<br />
<strong>++ Click Image to Enlarge ++</strong><br />
<a href="http://blog.kissmetrics.com/leave-a-website/"><img alt="What Makes Someone Leave A Website?" src="http://blog.kissmetrics.com/wp-content/uploads/2011/12/leaves-a-website-sm.jpg" /></a><br />
Source: <a href="http://blog.kissmetrics.com/leave-a-website/">What Makes Someone Leave A Website?</a>urn:uuid:191Keep It Fresh - Agency Marketing BlogOne of the biggest challenges for today’s websites is keeping Google happy and interested. It’s not that it’s difficult. 2012-03-07T15:00:00Z2024-03-19T05:52:04ZOne of the biggest challenges for today’s websites is keeping Google happy and interested. It’s not that it’s difficult. It’s simply time-consuming (when done correctly) and overwhelming if you don’t have a strategy setup to guide you.<br />
<br />
As the saying goes, ‘<strong>Content is King</strong>,’ and it’s fresh content that keeps visitors engaged, because really, who wants to read about your Christmas Contest in March? Unfortunately, more than half of business owners fail to update their site even once a month. To put it in perspective:<br />
<br />
<ul>
<li>Sites that update their content 5 times a month receive 300% more traffic</li>
<li>Businesses that utilize social media marketing receive 400% more site hits</li>
</ul>
<p><img alt="" src="/images/blog/more-content.jpg" /><br />
<br />
(<a href="http://www.esacramentomarketing.com/businesses-need-to-get-with-the-content">Source</a>)<br />
<br />
<strong>4 Easy Types of Content to Make Google Happy</strong><br />
<br />
<strong>1. Social Media</strong><br />
Facebook, Twitter, LinkedIn, blogging and the other various social media sites attract millions of people every single day. News articles, helpful tips, or special events posted on Facebook, or even a 140-character tweet about new products on Twitter all have search engine optimization advantages. Since social media content is essentially the epitome of fresh & relevant content, it is the most likely to be picked up by Google.<br />
<br />
<strong>2. Press Releases</strong><br />
By definition, a press release is the announcement of something new. This makes it another type of content that search engines favor. Press releases can target your SEO keywords, improve your brand-association, and in the end, be posted to your social media accounts. Benefits like that should never be ignored.<br />
<br />
<strong>3. User Generated Content</strong><br />
As an insurance agent, your business can rely heavily on the comments and reviews of your customers. This can be a double-edged sword, but the rewards definitely outweigh the risks. Invite people to comment on your blogs or your Facebook wall. Direct them to reviews on your Google business listing. Many consumers rely on the experiences and evaluations of others to determine the quality and value of your services. Search engines take into account how people interact with your site, so to gain new visitors, be sure those returning visitors are making their satisfaction known. Most importantly, you can also combine these efforts with your social media platform.<br />
<br />
<strong>4. Marketing Automation Content</strong><br />
Lastly, this overlooked, yet important tool is essential to your website’s overall optimization and relevance. If you have helpful information that’s industry specific and appeals to your audience, post it on your site! Use it to gain more information about your visitors. With this focused content, people will not only want to gain access, but the content itself will help build relevancy for your target keywords. An example of this is to offer free reports for download off of your site in exchange for a Name & E-mail address. It’s a win-win-win for all parties involved. Consumers gain free information, Businesses gain leads, and search engines gain helpful data.<br />
<br />
(<a href="http://newbedfordinternet.com/2011/11/4-types-of-fresh-content-to-make-google-happy/">Source</a>)</p>urn:uuid:1925 Top Tips for Blog Titles - Agency Marketing BlogHow to make your blog posts stand out with catchy, attention-grabbing, click-worthy titles.2012-03-06T15:15:44Z2024-03-19T05:52:04Z<img alt="" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" src="/images/blog/blogging_thumb.png" />We all know how important blogging is. It helps users engage with your agency and makes it easier for search engines to find your website. The problem is, everybody is blogging, and you need something to make your blog posts stand out. The easiest, simplest, most important thing to do is to have catchy, attention-grabbing, click-worthy titles. And here’s how: <br />
<br />
1. <strong>Curiosity </strong>- Make your title easy to figure out what the post will be about, yet still keep the reader wanting more. <br />
<br />
a. Ask questions - "Do you know the difference between home insurance and flood insurance?"<br />
b. Add an oddity - "What insurance coverages do Superheroes have?"<br />
c. Present the opposite - "There is no such thing as Cheap Insurance"<br />
d. Introduce controversy - "Pay for Cheap auto coverage, or Save your Family"<br />
<br />
2. <strong>Give an advantage</strong> - Show the reader that by reading your blog post, they will somehow benefit. Examples include:<br />
<br />
a. How to ...<br />
b. 8 Ways to ...<br />
c. Learn about ...<br />
<br />
3. <strong>Evoke an emotional response</strong> - Readers may not always choose to read something based solely on how it makes them feel, but it could subconsciously influence them. These are better suited to social media posts. Use words like:<br />
<br />
a. awesome<br />
b. free<br />
c. amazing<br />
d. crazy<br />
e. epic<br />
f. stupidly<br />
<br />
<br />
4. <strong>Appearance </strong>- The supposed ideal length of a blog title should be seven words long. Introduce some alliteration or rhyme to make it look and sound pleasing. Not as important as points 1 to 3 above, but still worth thinking about.<br />
<br />
5. <strong>Set Expectations </strong>- There's nothing worse than clicking on a blog post and reading content that is completely unrelated to the title, or doesn't give what reader expects. Don't mislead your readers by posting catchy, but ultimately empty title.<br />
<br />
So there you have it. Remember, try to write a title that you yourself would find interesting as a consumer. And just have fun with it!<br />
<br />
Do you have any tips or examples of titles that received good feedback?urn:uuid:1935 Reasons Why Your Business Should Use Twitter - Agency Marketing BlogHere are five reasons for why your insurance agency needs to be using Twitter.2012-03-05T15:22:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Twitter%20for%20Insurance.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Facebook is the biggest social network in the world and many business owners have understood how useful Facebook could be for business. Twitter, however is also another important network that could be useful for your business.<br />
<br />
Twitter reached 500 million registered users just a couple of days ago and you can find a good mixture of comments, connections, content, images, videos, people and news that are presented in real time within your niche. Twitter is a platform that updates really quick, breaks worldwide news, influences major brands and allows small businesses to promote their brand just like the big companies. <br />
<br />
There are many reasons why you should consider Twitter for your business and we would like you to understand the top 5 reasons:<br />
<br />
<strong>1. Real Time News</strong><br />
<br />
Many of the most important worldwide news have been shared in Twitter before any other media in the world. Its simplicity is a key element that allows us to share something within seconds from a cellphone, computer, tablet o any device connected to the Internet. If you want to know what is happening about a specific topic, you can use Twitter as a search engine to get really good information related to this topic.<br />
<br />
<strong>2. Share Your Knowledge and Drive Traffic to Your Website or Blog</strong><br />
<br />
Twitter is one of the best platforms to share information and your knowledge. Posting tweets related to specific or different topics can help you increase the number of followers and sharing good content will help you drive traffic to your website or blog. Twitter can also help you increase the number of fans or likes that you have on your Facebook page.<br />
<br />
<strong>3. Build Your Brand</strong><br />
<br />
Many people are on Twitter and it provides another channel to build your companies brand. People could recognize your brand later If you customize your Twitter profile, with a picture, a unique background that coincide with the feel and look of your brand, a link to your website and a bio that explains who you are or what you could offer.<br />
<br />
<strong>4. Search Engine Optimization (SEO)</strong><br />
<br />
Links shared on Twitter have a direct impact on search engine rankings and many have tried to use this information to improve search rankings. Remember to include keywords as well as a link to your website in your profile.<br />
<br />
<strong><br />
5. Build a Community</strong><br />
<br />
People are sharing and commenting in real-time and you can build loyalty, commitment and sense of belonging to a topic. Many people are looking to connect with different communities on Twitter.urn:uuid:194From Jocks to Geeks -- Happy Friday! - Agency Marketing BlogAn infographic of the high school personas of social media websites.2012-03-02T15:53:00Z2024-03-19T05:52:04ZWhether you were Captain of the Football Team, Class President, both, or nothing at all, there's a social media site out there that complemented your social circle. Or lack thereof.<br />
<br />
Even more so now, there's a social media site for everybody. Each with its own, unique personality. It's these personalities that can determine their popularity, their use, and most importantly, which one you feel most comfortable using. The different sites reach different audiences, so take a look and see how your favorite social media fares in the public forum...if social media were a high school.<br />
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<img alt="" src="/images/blog/social-media-high-school.jpg" />urn:uuid:195Au Naturale... - Agency Marketing BlogHow to grow website traffic naturally using natural SEO tactics.2012-03-01T15:58:00Z2024-03-19T05:52:04Z<blockquote><blockquote><strong>search en·gine op·ti·mi·za·tion</strong><br />
</blockquote></blockquote>"SEO: the process of improving the visibility of a website or a web page in search engines via the natural, un-paid, or organic search results"<br />
<br />
<br />
<strong>Back to the Basics</strong><br />
<br />
SEO combines the methods of how search engines work, what people search for, the actual terms or keywords entered into search engines, and which search engines are preferred by target audiences.<br />
<br />
Optimizing a website for SEO involves editing the content, promoting that site around the web, and removing any barriers possible so that search engines can index the site.<br />
<br />
<br />
<strong>No Cheaters Allowed</strong><br />
<br />
Don't cheat yourself out of something rewarding to get something easy. SEO can be thought of similarly to a relationship. Your site should be accessible, have goals set for the future, always know the right things to say, know the likes and dislikes of search engines, never come off as fake, automated, or a copy-cat, and never ever bore them. Never.<br />
<br />
<br />
<strong>The Truth of the Matter</strong><br />
<br />
If you would prefer to find love by going on reality television, getting engaged after 1 week, and becoming married after 1 month, then I can already guess how long that marriage will last...<br />
<br />
But if you prefer the tried and true way of meeting someone at your local coffee shop, getting to know that person over a few dates, then embarking on a lifelong journey of happiness, you're already one step closer to understanding SEO!<br />
<br />
<br />
<strong>Making it Make Sense</strong><br />
<br />
They say love is fleeting. And search engines can be just as tricky. So if you haven't figured it out by now, you have the power to choose that regrettable rush of a drive-thru wedding in Vegas or holding on to the lasting satisfaction of a relationship sustained through the ups and downs. This is similar to Paid SEO tactics and Natural SEO tactics. You can pay to feel that instant, however short-lived rush, or you can grow naturally. The results will speak for themselves.<br />
<br />
In dating and in SEO.<br />
<br />
<img alt="" src="/images/blog/click-through-rates.png" />urn:uuid:196Timeline is Coming To Your Agency's Facebook Page: What to Expect - Agency Marketing BlogTimelines will be available to brand pages. Here's what you should do to get ready.2012-02-29T16:27:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000019997508XSmall.jpg" style="width: 250px; height: 177px; float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Last fall Facebook introduced a big change to personal profiles... a new profile layout called Timeline. This morning Facebook officially announced that Timeline will now be available to brand pages. All brand pages will be automatically updated with Timeline on March 30, 2012.<br />
<br />
<strong>What you can expect:</strong><br />
<br />
<ul>
<li>Though the layout of your page will change, Facebook will remain a channel of two-way communication.</li>
<li>Like Timeline for personal pages, you will now get to add a cover photo to your agency's Facebook page. This large photo at the top of your profile is a great opportunity for showcasing some creative designs and reinforcing your agency's brand.</li>
<li>New admin capabilities will include the ability to pin your most important content so it remains at the top of your profile for seven days.</li>
<li>You can also star different milestones in your agency's history - like opening a new location, adding a line of business, etc - so it appears twice the size of other items in your profile thereby drawing attention to those important periods of your history.</li>
<li>A simpler, easier-to-use admin panel that expands and hides on the same page you're editing. You will no longer have to go to a separate page to change the content.</li>
</ul>
<br />
<strong>What to do:</strong><br />
<br />
<ul>
<li>If you have a social media plan, review it and look for what works, what doesn't and what Timeline can help improve. If you don't have a social media plan, now is a great time to consider putting one together.</li>
<li>Start working on your cover photo. Since it is a large photo, there is a lot of space to feature something captivating and reinforce your brand. You can update your cover photo weekly so it's always fresh. The dimensions for cover photos are 851 pixels wide and 315 pixels tall.</li>
<li>Go through your agency history and star the milestones you want to highlight.</li>
<li>Update your information and look at who has access to your page. Do you need all of those admins? Get rid of anything that isn't necessary or is out-dated. </li>
</ul>
<br />
If you have an <a href="http://www.getitc.com/products/websites">insurance website</a> from Insurance Website Builder, please note that Timeline will not affect our Facebook social media plugin, which puts a mini-version of your website on Facebook.<br />
<br />
Changes to Facebook tend to cause a bit of a panic. Take a deep breath. This change is not going to happen overnight. You have until March 30.urn:uuid:214The Consumer Decision Journey - Agency Marketing BlogInsurance customers shop much differently today than they used to. In fact the consumer decision journey is an ever-changing process.2012-02-28T11:02:00Z2024-03-19T05:52:04ZThe simple, most important goal of marketing to your insurance customers is to reach them at the moments that most influence their buying decisions. Insurance customers shop much differently today than they did ten years, five years, even two years ago. In fact the consumer decision journey is an ever-changing process. It has morphed into a multidimensional process where the customer receives information from multiple sources. Are you using the power of email to reach customers and prospects at the times the customer is making a buying decision? The Internet opens up a whole new avenue of communication to you, and the power of email is almost limitless.<br />
<br />
The process of buying insurance that the consumer goes through is no longer the “funnel technique”, where many agencies send information and offers of quotes to customers and then let them “funnel” out the agencies they want to work with. The process has evolved into an inbound process where the customer is researching agencies online, reading marketing material sent to them by insurance agents via email, listening to recommendations of friends and family, reading customer reviews on websites, forums, and social media pages, etc. Once the customer has started their research they need to be able to find you, at the exact moment they are shopping. Your agency, now more than ever, needs to have top of mind or top of search engine presence. <br />
<br />
This is not to say that the tried and true traditional marketing techniques no longer work, they do. Now it is also very important to integrate your traditional marketing techniques with Internet and email marketing. These marketing techniques will help you build your online presence. They are what will drive customers to your website to learn about your agency, get an online quote, and fill out forms allowing you to capture their contact information.<br />
<br />
It can be difficult to give all the time necessary to develop and implement an effective Internet marketing campaign. Internet marketing is a sales tool that can work for you 24 hours a day, seven days a week, 365 days a year. There is a technique to Internet marketing, from email campaigns to websites and search engine optimization. Learning and mastering this technique will help you grow your business and build ongoing, meaningful relationships with your clients. The happier your clients are the more likely they are to refer other prospects to your agency. These prospects can be turned into customers easily if you market it to them at the right times through email and personal attention. Don’t miss the email and Internet marketing revolution. Start learning the techniques now or contact an expert who will be more than happy to show you the ropes, or perhaps manage it all for you. urn:uuid:1976 Local Business Directories You Can't Ignore - Agency Marketing BlogHere are six local business directories that provide great backlinks to your website, which helps with SEO.2012-02-27T16:33:00Z2024-03-19T05:52:04Z<strong><img alt="" src="/images/blog/iStock_000007384552XSmall.jpg" style="width: 250px; height: 166px; float: left; margin-right: 10px; margin-bottom: 4px; margin-left: 4px;" />1. <a href="https://accounts.google.com/ServiceLogin?service=lbc&continue=https://www.google.com/local/add%3Fservice%3Dlbc">Google Local</a>: </strong>This is the big dog of all local business directories. If you aren't listed here, you're throwing away money and missing out on potential customers. Filling out your listing completely and having your customers review your business should result in high rankings. Top local listings appear on the first page of the search results.<br />
<br />
<strong>2. <a href="http://local.yahoo.com/">Yahoo Local</a>: </strong>This is another large local business directory. Listings can take up to a month to be approved since they are manually reviewed.<br />
<br />
<strong>3. <a href="http://www.bing.com/local/">Bing Local</a>: </strong>This business directory shares the same format at Google and Yahoo local listings. Once you submit your listing, Bing will mail a postcard to your business with a verification code.<br />
<br />
<strong>4. <a href="http://www.hotfrog.com/AddYourBusiness.aspx">Hotfrog.com</a>: </strong>This directory has over 71 million businesses globally. They claim that businesses will rank higher because their technology helps get your unique keywords picked up by search engines.<br />
<br />
<strong>5. <a href="https://biz.yelp.com/">Yelp.com</a>:</strong> Yelp is very popular local directory the ranks well with search engines. So, your actual Yelp listing may show up in the search results. The more positive reviews a business has, the better the higher the business ranking. This isn't dofollow, but it is free and should send at least a few customers your way.<br />
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<strong>6. <a href="https://register.kudzu.com/packageSelect.do">Kudzu.com</a>:</strong> Kudzu is a highly-rated nationwide directory that allows free listings. It takes a few days to be approved, but the listing allows images and categories important to be ranked in the search engines.urn:uuid:19822 Ideas for Compelling Content When You've Got Writer's Block - Agency Marketing BlogAn infographic of 22 ideas for where to get compelling content ideas for your blog and newsletter.2012-02-24T16:39:00Z2024-03-19T05:52:04ZEveryone gets writer's block at some point. So how do you write blog posts when you don't know what to write? Here's a great infographic with 22 ideas to break out of that writer's block and create compelling content.<br />
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#4 is my favorite: Interview someone. <br />
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<a href="http://www.copyblogger.com/create-content-infographic/"><img width="600" height="4661" title="22 Ways to Create Compelling Content - Infographic" alt="22 Ways to Create Compelling Content - Infographic" src="http://netdna.copyblogger.com/images/copyblogger_infographic_1.png" /></a><br />
<small>Like this infographic? Get more <a href="http://www.copyblogger.com/content-marketing/">content marketing</a> tips from <a href="http://www.copyblogger.com/">Copyblogger</a>.</small>urn:uuid:199Twitter Reaches 500 Million Registered Users - Agency Marketing BlogTwitter reaches 500 million users and is expected to reach 600 million users by mid-June 2012.2012-02-23T16:41:00Z2024-03-19T05:52:04ZTwitter exceeded 500 million users registered and keeps growing with 10 new users per second, according to the tracking website TwopCharts.com.<br />
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Even though Twitter has not yet confirmed the number, <a href="http://Twopcharts.com">Twopcharts.com</a> has been using Twitter’s data to calculate the number of registered users the social network has. The third party site looks at ID numbers associated with each account, which are unique and appear to be sequential, starting with number 1 in 2006 when the micro blogging site started.<br />
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It is expected that Twitter will reach 600 million registered users in mid-June 2012. <br />
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<img alt="" src="/images/blog/Twitter%20Reaches%20500%20millon%20users.jpg" /><br />
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While Twitter has a little bit over half a billion users, Facebook is expected to reach the 1 billion mark in the next couple of months. Google+ has more than 100 million users.urn:uuid:200Today is the Day - Agency Marketing BlogAn infographic that shows how 1.2 billion users have found a way to share 10 million ideas effectively.2012-02-22T16:43:00Z2024-03-19T05:52:04ZMost content is shared on Wednesday mornings.<br />
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This infographic from <a href="http://www.addthis.com/blog/2011/10/11/happy-birthday-addthis/#.T9EijsXpWGp">AddThis</a> displays just how 1.2 billion users have found a way to share 10 million ideas. Effectively.<br />
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The next idea someone shares should be yours.<br />
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<img alt="" src="/images/blog/content-sharing.jpg" />urn:uuid:201Why Anchor Text is Important - Agency Marketing BlogAn explanation of what anchor text is, what it does and why it is important.2012-02-21T16:53:00Z2024-03-19T05:52:04Z<strong>What is anchor text?</strong><br />
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Anchor text is the part of the hyperlink that seen by a visitor on a website (the clickable text). For this example, the html code will be www.website.com and the anchor text will look like anchor text.<br />
<br />
So this html code:<br />
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<a href="http://www.website.com"><strong>anchor text</strong></a><br />
<br />
Will be seen as <span style="text-decoration: underline;">anchor text</span>.<br />
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<img alt="" src="/images/blog/iStock_000013545883XSmall_thumb.jpg" style="float: left; margin-right: 10px; margin-bottom: 4px; margin-left: 4px;" /><strong>What Anchor Text Does</strong><br />
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Google and other search engines count each link as a vote for the linked to website by the linked from site. Looking at all components of a link from a website will provide better insight about the vote being cast. Google basically uses anchor text as a vote for a webpage, but what is the vote for? Anchor text represent the actual vote. You’re saying that you’re voting for the site because the site embodies (what you put in your anchor text).urn:uuid:2025 Reasons Why Your Business Should Have a Facebook Page - Agency Marketing BlogHere are five reasons why your insurance agency needs a Facebook Page.2012-02-15T16:55:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000019997508XSmall.jpg" style="width: 250px; height: 177px; float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Many people start using Facebook to connect with old friends, but business owners have wondered why they should create a Facebook Page and many times they don’t realize that Facebook gives them access to millions of people on a daily basis in one place.<br />
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Many researchers have shown how influential Facebook has become in our lives. Having a personal profile is great and it helps you to keep connected with different people, but a Facebook Page has also tremendous benefits. Below you will find 5 vital reasons why your business needs to be involved with Facebook: <br />
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<strong>1. Online Visibility</strong><br />
With more than 150 million active users in the U.S. alone, having a Facebook Page provides you with a platform to engage with an increasingly social audience. <br />
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<strong>2. Engagement</strong><br />
Facebook allows you to share news, comments, videos, and photos, but also allows you to create contest, surveys and more. These functionalities are visible to users in their newsfeed, right on their Facebook homepage. You can also engage with the users by answering questions and comments they have, or showing your appreciation for being a part of your Facebook Page. <br />
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<strong>3. Search Engine Optimization (SEO)</strong><br />
Facebook Pages have a great SEO benefit as they show up very high in search results. Facebook has a page rank of #2 according to Alexa and its profiles and pages are indexed really quickly for optimal search engine positioning. <br />
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<strong>4. Drive Traffic to Your Website</strong><br />
Sharing you blogs, news, information and products on your Facebook page will help you increase visits as it is essentially an extension of your website. With many links back to your website, your Facebook Page becomes another route through which potential customers can find your website. <br />
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<strong>5. Online Reputation & Branding</strong><br />
Facebook, similar to Twitter, can be used as a customer service platform. You can show publicly that you care about your audience or customers. You can provide solutions and show that your business is not behind in the digital world.urn:uuid:215Writing an Effective Email: The Difference in Formal and Informal Writing - Agency Marketing BlogDiscerning whether an email correspondence is formal or informal is an important step in writing an effective email marketing piece. 2012-02-15T11:05:00Z2024-03-19T05:52:04ZDiscerning whether an email correspondence is formal or informal is an important step in writing an effective email marketing piece. The etiquette is different for each type of email. So, what are the main differences between formal and informal writing?<br />
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<ul>
<li>When writing a formal email correspondence you should only use Standard English terms. While informal writing may contain colloquial terms and slang. You should also be aware of common grammatical missteps so you can avoid them. </li>
<li>Be aware that in formal or business writing, the use of contractions such as won’t, can’t, don’t, shouldn’t, haven’t, etc. should be avoided. These expressions should be written in their complete form in a formal or business communication. Will not, cannot, do not, should not, have not, etc., can be used as a contraction in an informal email or correspondence.</li>
<li>Formal writing often uses shortened, less detailed or obtuse sentences also known as using “the passive voice”. Informal writing makes use of the active voice or a more detailed sentence.</li>
</ul>
<blockquote>“Your quote request was received yesterday.” – Passive Voice<br />
“Karen received your quote request yesterday at 9:30." – Active Voice<br />
</blockquote>When sending a business letter, a formal tone of voice is most often used because it conveys a professional demeanor; as opposed to e-mail marketing where an informal tone is preferred by marketers. The informal tone of a marketing email tends to be friendlier and is more effective in generating positive response.<br />
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Even though a marketing email is informal, this does not mean that you should stop paying attention to grammar and the respectful manner you should use when speaking with a prospective client. This is still a business correspondence after all, and you should be thoughtful about what you say about your agency and how you say it.<br />
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<strong>The correct salutation:</strong> When writing a marketing email, you should address your contacts by their first name. This creates a since of familiarity and begins to build a trusting relationship between you and your client. By using their first name in a correspondence, you’re conveying to them they may address you by your first name as well. If you’re on a first name basis with your clients, they look to you as a confidant of sorts when it comes to their insurance coverage and protecting their family. <br />
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<strong>Never use emoticons: </strong> Even if you’re writing an informal email, if it is business related, it’s best not to use emoticons if possible. Emoticons should only be used when writing a personal email to your friends and family.<br />
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<strong>Double check your grammar and spelling: </strong> It’s easy to overlook sloppy writing when you’re composing an email. Checking for correct spelling and grammar can be the difference between someone trusting you as an insurance professional and someone dismissing your expertise because your misuse of their, there, or they’re made you appear less than educated. Regardless of whether you are writing a formal or informal e-mail, you should take the time to proofread your message before sending it out. If you’ve spent too much time looking at one email before sending it out, have someone else take a look at your work. It’s better to have your assistant catch a mistake before an email goes out than to have 15 clients reply to your email telling you the difference between then and than.<br />
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<strong>USING ALL CAPS MAKE YOU APPEAR TO BE YELLING AT YOUR CLIENTS: </strong>Never, never, use all caps.<br />
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If you have questions about how to effectively communicate with your clients, we’re here to help. Call our office at 800-383-3482 and we will be happy to offer you solutions to market yourself as the insurance expert you really are.urn:uuid:203Top 7 Tips for Effective Customer Testimonials - Agency Marketing BlogTips on how to make customer testimonials valid and compelling to prospects.2012-02-14T16:59:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/customer%20service.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Posting customer testimonials on your website is a great way to let prospects learn more about you and your agency. However, care must be taken to make these testimonials valid and compelling to potential customers. <br />
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Here are 7 tips for posting effective customer testimonials:<br />
<br />
<ol>
<li><strong>Add credibility to your testimonials.</strong> Make your customers sound authentic by adding full names and places, and maybe even adding their picture. Make it easy for your prospects to see instantly the real-world comments from your customers which will remove any doubt right from the onset.</li>
<li><strong>Include measurable results wherever possible.</strong> Asking your customers to include specific amounts of time and money saved will help to add validity to the testimonials. It is better to hear, "I saved $500 in 15 minutes!" rather than "I saved some money today."</li>
<li><strong>Make your testimonials as detailed as possible.</strong> By asking customers to add specific details of their interactions with your agency, you are making it easier for prospects to identify with them, which in turn will help them consider your agency for business.</li>
<li><strong>Gather a variety of testimonials.</strong> Posting testimonials of customers from different backgrounds, who have purchased different products and services will help potential customers relate to current customers.</li>
<li><strong>Get permission.</strong> Make sure you have written approval from your current customers to publish their names and/or pictures on your website.</li>
<li><strong>Format your testimonials for easy reading.</strong> Use the handy Testimonial Builder in your Administration Console from Insurance Website Builder to create a layout that is legible and easy to understand.</li>
<li><strong>Bonus Tip: Use video. </strong>Seeing a happy customer is more effective than reading about one. If you can get your best customers to make a short video (30 seconds to 1 minute) it will instantly make your customers more accessible, which may elicit better response overall. I mean, let's face it, nobody reads anymore.</li>
</ol>
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Your satisfied and loyal customers are a valuable resource. Use their positive and honest feedback effectively and people will respond which ultimately helps to grow your agency.urn:uuid:204Effectively Building Backlinks For Your Website - Agency Marketing BlogHow to effectively build backlinks for your insurance agency website.2012-02-13T17:02:00Z2024-03-19T05:52:04Z<strong><img alt="" src="/images/blog/iStock_000013545883XSmall_thumb.jpg" style="float: left; margin-right: 10px; margin-bottom: 4px; margin-left: 4px;" />Commenting: </strong><br />
Find blogs within your area of expertise and leave relevant comments. A lot of the time you can post your website URL along with the comment.<br />
<br />
<strong>Guest Posts: </strong><br />
Offer to post for another blog. Typically they will allow you to add a backlink to your article in exchange for the article you write for them.<br />
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<strong>Article Writing and Article Sites:</strong><br />
Writing for article sites will generally ensure a backlink to your site as well. Just make sure that you change the wording if you want to post the same article on another site.<br />
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<strong>Forums:</strong><br />
You can usually include your URL with your forum comments. The more informative and interesting your post, the better the chance it will be approved by moderators and the better the chance people will click through to your site.<br />
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<strong>RSS:</strong><br />
Use your RSS feed. Submit your RSS feeds to directories that constantly update. This will attract the attention of search engines and help create backlinks.<br />
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<strong>YouTube:</strong><br />
Post an intriguing and entertaining video and you can create traffic to your website. People will also link to your site too.<br />urn:uuid:226Beginning the Rollout - Agency Management BlogWe have begun our roll-out of 6.0.36. If you haven't been prompted to upgrade yet, don't worry. 2012-02-13T11:33:00Z2024-03-19T05:52:04ZWe have begun our roll-out of 6.0.36. If you haven't been prompted to upgrade yet, don't worry. We are enabling the upgrade to several agencies at a time in no particular order. If you need 6.0.36 now and don't want to wait, call in to our support staff, and we'll get you going. This may take a couple of weeks to reach all of our customers.urn:uuid:205Your Fun Friday Facts! - Agency Marketing BlogFriday fun facts about search engine optimization.2012-02-10T17:04:00Z2024-03-19T05:52:04ZBe sure you check the rest of our blog entries to see how these SEO tools can be implemented on your own website.<br />
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<img alt="" src="/images/blog/seo_process.jpg" />urn:uuid:206Bing Overtakes Yahoo! As the #2 Search Engine - Agency Marketing BlogBing has overtaken Yahoo as the second most popular search engine on the Web.2012-02-09T17:06:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/all-search-engines.png" style="float: left; margin-right: 10px; margin-bottom: 4px; margin-left: 4px;" />New figures just released last month, show that Bing (Microsoft sites) has overtaken Yahoo as the second most popular search engine on the Web, according to <a href="http://www.comscore.com/Press_Events/Press_Releases/2012/1/comScore_Releases_December_2011_U.S._Search_Engine_Rankings">comScore</a>. Microsoft sites increased their search share by 0.1% compared to the previous month, and interestingly Yahoo decreased theirs by 0.5%. This is in-keeping with the recent move by Yahoo to <a href="http://l.yimg.com/pv/static/misc/index.html">merge </a>their Site Explorer with Bing's Webmaster Tools, as Yahoo focuses more on paid advertising and Bing focuses on search.urn:uuid:207Tips on How to Deal with Unhappy Facebook Fans - Agency Marketing BlogEvery business can receive a bad comment on Facebook. We've got 4 tips on how to deal with unhappy Facebook fans.2012-02-08T17:08:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/Facebook%20Page%20Insurance.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Every business can receive a bad comment on Facebook, even the best of the best need to know how to handle this type of situation to keep the good reputation of the brand. Some customers will have a simple complaint and some can be really offensive, but we have <strong>4 tips on how to deal with unhappy Facebook Fans</strong>:<br />
<br />
<strong>1. Respond to the complaint</strong><br />
It is very important that you respond to the complaint no matter what. Not responding to what the upset fan posted on your wall may create more anger and will increase the chance of getting more complaints from this fan in the future. Additionally, although this complaint may be from only one fan, if other fans see that you don’t reply to complaints it may appears as if you don’t pay attention to customers and don’t offer any customer support, which in turn harms the reputation of your brand. Do not try to delete the negative comment. Not everybody is going to have a good review of your product or service and if customers see only positive comments, they may think that you are deleting the bad ones.<br />
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<strong>2. Try to be understanding</strong><br />
Dealing with an upset fan is not always easy, but try to put yourself in your customer’s shoes. Don’t try to find who is at fault, apologize and find a solution.<br />
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<strong>3. Contact the customer directly</strong><br />
Trying to contact the customer directly can be more effective than just a reply to the wall post. Apologize, try to find a solution and be personable. If you decide to make a solution publicly, some other customers could try to create a problem to just get the special treatment so beware of your response. Consider asking the customer to remove the wall post. If you don’t feel comfortable asking this, or the customer doesn’t want to remove it even though the issue was resolved, try to express happiness in the resolution and thank them for their business directly on the post.<br />
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<strong>4. Last option</strong><br />
If the fan doesn’t respond after you have tried to contact them and it is evident that they are trying to just start arguments on your community wall, as a last resort you can always ban the user. Other fans in your community, along with your staff do not deserve the abuse and they always expect respect.urn:uuid:208What Should I Put On My Homepage Content? - Agency Marketing BlogThe home page is the most important page as it sets the tone for your insurance website. Here are some tips for composing your homepage content.2012-02-07T17:10:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000013271594XSmall.jpg" style="width: 250px; height: 172px; float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Many insurance agents ask me what kind of information should be added to their homepage. This is a pertinent question as a website's homepage is the most important page. It sets a tone for the type of agency you are, as well as providing relevant information, such as products and services offered. A good homepage provides just enough information to grab the attention of a prospect, without giving too much information which could be a turn off. Here are a few things to remember when composing your homepage content.<br />
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<strong>What is the goal of your website?</strong><br />
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Answering this question will help to narrow down what to add to your homepage content. Do you want to raise awareness about your agency? Do you want to increase your agency’s web visibility? Provide easy access to your agency’s products and services? Provide insurance information, tips and tricks? Whatever the answer is, customize your content, so you achieve those goals.<br />
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In no particular order, these should be available on the homepage of your website:<br />
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<ul>
<li>Types of products and services offered, including specialty or niche products</li>
<li>Agency’s unique selling point (How do you stand out from your competitors?)</li>
<li>Easy access to quote forms</li>
<li>Agency values, perhaps a brief history</li>
<li>One or two testimonials</li>
<li>Other companies you work with</li>
<li>Geo-targets (cities, states) you service</li>
</ul>
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On the whole, make sure that your homepage reflects your values as an insurance agent and puts your agency’s best foot forward. Incorporating all of the points above will result in naturally occurring keywords for SEO. Try not to write copy solely with SEO in my mind, which could have the effect of sounding contrived and spammy. Just have fun with it, and if it sounds interesting to you, then chances are, it'll sound interesting to a prospect too!<br />
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Extreme example from <a href="http://copyhackers.com/copywriting-for-hackers-reddit-edition/">CopyHackers.com</a>.urn:uuid:209White Hat SEO & Black Hat SEO - Agency Marketing BlogSearch engine optimization can be divided into two categories: white hat SEO and black hat SEO. Here's the difference between the two.2012-02-06T17:18:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/benchmarking.jpg" style="float: left; margin-right: 10px; margin-bottom: 4px; margin-left: 4px;" />Search engine optimization can be divided into two categories: methods that search engines consider “best practices”, and practices that search engines frown upon. Search engines try to lessen the effects of black hat SEO. The search engine industry and the SEO community have classified these methods as white hat SEO and black hat SEO. White hat techniques typically produce long term results and black hat practitioners, in the back of their mind, know that their sites may be de-indexed from the search engines if they’re found out.<br />
<br />
<strong>White Hat SEO</strong><br />
White hat methods follow the search engines’ guidelines and do not try to trick the internet visitor or the search engine. White hat is not only about following guidelines, it’s about making sure the search engine content matches what the user will see. White hat recommendations include creating content for users, not for the search engines, and then making the content easily accessible to the search engine spiders, rather than to try to deceive the search engines.<br />
<br />
<strong>Black Hat SEO</strong><br />
Black hat SEO tries to improve rankings in ways that are not approved by the search engines. One black hat technique is to use text that is the same color as the background. Another technique is to take the user to a different page than the one that was requested, a technique called cloaking.<br />
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Search engines may penalize sites they find using black hat methods. Punishments include reducing their rankings or removing the website from their index. These penalties can be implemented automatically through search engines’ algorithms or manually by review.<br />
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Our SEO team at Insurance Website Builder only uses white hat methods that will ensure your <a href="http://www.getitc.com/products/websites">insurance websites</a> will remain indexed in the search engines and highly ranked.urn:uuid:227Revisit of 6.0.36 Release Enhancements - Agency Management BlogThis is a brief list of enhancements provided in 6.0.36. We delayed the release of 6.0.36 to work on "Payments Processing".2012-02-02T11:34:00Z2024-03-19T05:52:04ZThis is a brief list of enhancements provided in 6.0.36. We delayed the release of 6.0.36 to work on "Payments Processing".<br />
<br />
<strong>1. Payments Processing</strong><br />
New work flow introduced to InsurancePro that allows for reconciliation between payments received and company transaction reports<br />
<br />
<strong>2. File storage upgrade<br />
</strong>Transfers of scanned images, forms, and letters are faster<br />
<br />
<strong>3. <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz </a>Integration<br />
</strong>Leverage the marketing capabilities of AgencyBuzz with InsurancePro<br />
<br />
<strong>4. EZLynx Integration<br />
</strong>Transfers data from InsurancePro to EZLynx<br />
<br />
<strong>5. Screen Updates<br />
</strong>Several screens have been updated to provide a better user experience.<br />
<br />
<strong>6. Download Certifications<br />
</strong>Kingsway, Equity, Michigan Millers, and Pacific Specialty<br />
<br />
<strong>7. Splash Screen<br />
</strong> <br />
<strong>8. Soft Deletes<br />
</strong>Some data is now easier to recover should the data be deleted<br />
<br />
<strong>9. New Configuration Screen<br />
</strong>This is the start of an effort to move all configuration to a single place in InsurancePro<br />
<br />
<strong>10. Commissions calculate on downloaded transactions<br />
</strong>This is not implying that we download commissions, but we do calculate them based upon information already stored in InsurancePro<br />urn:uuid:228Dear Administrators - Agency Management BlogWe would like to let you know about an enhancement in 6.0.35.15 that we believe will make your agency's move to 6.0.36 an easier one.2012-01-30T11:39:00Z2024-03-19T05:52:04ZWe would like to let you know about an enhancement in 6.0.35.15 that we believe will make your agency's move to 6.0.36 an easier one. We implemented a rule in InsurancePro a long time ago that made upgrades mandatory after one person upgraded in the agency. It did not matter who in the agency upgraded, it only mattered that they did. <strong><span style="text-decoration: underline;">We've added a configuration that allows you to limit the initial upgrade to only be available to administrators.</span></strong> This configuration is turned on by default. You can modify this setting by clicking on "File" -> "Options" -> "InsurancePro Setup Options". Then click the "Setup Default Options" button. The second configuration from the top is named "ONLY Administrators can install optional updates." Uncheck this setting if you do not mind anyone performing the initial upgrade, thus causing a mandatory update for all others. This will allow you to perform your upgrades at a time that is more convenient to you.<br />
<br />
This is a screenshot of the System Options screen for your reference:<br />
<br />
<blockquote><img alt="" src="/images/blog/SystemOptionsScreen.png" /> </blockquote>urn:uuid:229Getting There From Here - Agency Management BlogWhat you can expect when the new release of insurance management software InsurancePro becomes available soon.2012-01-25T11:41:00Z2024-03-19T05:52:04ZThe general availability for 6.0.36 is just around the corner. We have already begun upgrading the databases providing data services to InsurancePro. We will continue to perform those upgrades at off-peak times in the coming week.<br />
<br />
What you can expect:<br />
<br />
<ul>
<li>Due to many of the major enhancements in 6.0.36, we will be providing an update to 6.0.35. This minor upgrade to 6.0.35.15 will ensure a smooth upgrade experience to 6.0.36. We will make 6.0.35.15 available as a optional update for 2 weeks. Then it will become a mandatory update. We will make 6.0.36 available to more of our customers.</li>
<li>Please know that once someone has upgraded to 6.0.36, all other desktops MUST upgrade. This will be enforced by InsurancePro to ensure data integrity. Please plan accordingly.</li>
<li>InsurancePro 6.0.36 requires the .NET Framework 3.5 SP1 to be installed. The installer will do this for you if it is not already installed. This may increase the time to upgrade based upon your internet connection and computer speed.</li>
</ul>
<br />
Look for the updates coming available soon!<br />
<br />
We have new features not previously advertised in the upcoming release. Stay tuned for more information on how we've enhanced the accounting features!urn:uuid:230Network Maintenance Schedule for Night of January 28th - Agency Management BlogWe will perform maintenance on our network on Saturday night, January 28th to provide a better experience to our customers.2012-01-23T11:43:00Z2024-03-19T05:52:04ZWe will perform maintenance on our network on Saturday night, January 28th to provide a better experience to our customers. During that time, InsurancePro customers may see an interruption in service.urn:uuid:216Email Marketers: The Good, The Bad and The Ugly - Agency Marketing BlogJust as in most aspects of business, there are three groups of folks that work with email marketing; the good, the bad and the ugly.2012-01-23T11:08:00Z2024-03-19T05:52:04ZJust as in most aspects of business, there are three groups of folks that work with email marketing; the good, the bad and the ugly. <br />
<br />
<ul>
<li><strong>The Ugly:</strong> Spammers. Unethical, list buying, product misspelling, most likely they are phishing for your identity, spammers. These unprofessional “marketers” send millions of pieces of spam without any regard for the damage they’re causing.</li>
<li><strong>The Bad:</strong> By this, I mean bad at email marketing, not bad folks mind you. They’re often very good business people, too. Most have been in business or sales for many years, but they’re new to email marketing. Being so green, they make a few blunders and they typically have no idea what kind of mess they’re about to create for their spam rankings. If this is you, we’re glad to see you around The AgencyBuzz blog. Continue educating yourself, and your staff, on email marketing best practices. You want to create an email marketing strategy that encompasses your brand and ethical business practices, not one that will sink your spam ranking and throw you into the abyss of junk mailboxes everywhere. My goal is to make all of you part of our last group, the Good.</li>
<li><strong>The Good:</strong> Businesses who practice email marketing following industry etiquette and delivery guidelines. Today, let’s talk about etiquette and delivery guidelines so each of you makes a step toward the good.</li>
</ul>
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<strong>Rule #1: </strong>The first rule of email marketing is to obtain permission before you email your materials to anyone. This really is a must. Building your own mailing list through outbound calling is one of the best ways to do this. I’m sure you have clients who you’ve not collected their email address, start here by giving them a call. If you buy lists of email addresses they will be loaded with bad or old addresses, and these are people who didn’t opt-in to receive anything from you. Good email marketers also collect their list of email addresses from visitors to their own sites. This can take some time to build up your list using a newsletter subscription through your site, but you will be sure that everyone on your list actually wants to hear from you. You can also ask your existing contacts to reach out to people they know and share your information with their friends and family. You may already have a referral contest in place, and you could expand on that by adding newsletter referrals as well. This definitely counts as a new lead, and there will be potential to quote them on coverages they need. Your response rate to emails sent to contacts who’ve opted-in to your list (delivery rate, opens and click-throughs) will be considerably higher than if you’re just sending stuff out to any ol’ email address that comes your way. <br />
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<strong>Rule #2: </strong>You should always clean your mailing list. Despite the fact that you will be using an opt-in list from now on (hint, hint), it is always necessary to check emails for validity. Some contacts change their email addresses regularly and forget to update their information with you. You can do this easily by checking your mailing stats after every campaign. By contacting your recipients who have “hard bounced” right away, you can stay on top of changes to their information. Separate the hard bounces from the soft bounces before you contact any of your bounced emails. A hard bounce means the email address is no longer valid at all, and your message will never be received (these are the folks to call). A soft bounce is a delay in receiving your message and may mean their inbox is full or they are having a technical issue. You don’t need to call the soft bounces right away, but I would recommend monitoring these addresses and if they show up as a soft bounce more than once you can contact them for better information.<br />
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You should also check for invalid domains and typos to domains or extensions when you’re initially entering a new contact into your database. Make sure you stop sending to people who’ve unsubscribed from your list immediately. Having an automated unsubscribe system in place makes this a much simpler process. AgencyBuzz offers an automated unsubscribe feature and once an address is opted out of your account, you cannot change that status in the system to ensure they will no longer be contacted by email. <br />
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<strong>Rule #3: </strong>Know and understand the laws when it comes to email marketing. Before starting your email marketing campaigns for the first time, you should read and comply with the CAN-SPAM laws to ensure compliance. AgencyBuzz is CAN-SPAM compliant and we monitor abuse reports to stay that way. Being CAN-SPAM compliant will help your send score which helps you spend less time in junk mail oblivion. You can read about being CAN-SPAM compliant here: <a href="http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business">http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business</a>.<br />
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If you’re thinking about skipping this step because you’re strapped for time keep in mind, each separate violation of the CAN-SPAM Act is subject to penalties and fines of up to $16,000 for each email. Is the 5 or 10 minutes of your time it takes to read over the rules worth more than $16,000?<br />
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<strong>Rule #4:</strong> Try not to send too many emails or send emails too often. Unless you’re a news or market source, you should try to keep your emails to one or two a month to regular subscribers. This can include your monthly newsletter or information about a referral contest you’re having, etc. This is not your active leads that you’re pursuing; this is your list of regular email subscribers who look forward to your newsletters and information about your agency. You run the risk of annoying or harassing your contacts by overloading their inbox with articles, blogs, and advertisements over and over. Try to include as much as you can in your monthly newsletter. Put yourself in their shoes is what this rule amounts too.<br />
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<strong>Rule #5:</strong> Make sure all aspects of your email work properly and it looks the way you intend BEFORE you send your mailings to your contact list. Send yourself a test mailing and click through all the links, check your spelling and spacing as well. Also, make sure your placement of information is where you meant for it to be. By testing your mailings you will alleviate embarrassing mistakes that could create an unprofessional appearance for your agency.<br />
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<strong>Rule #6:</strong> If you’re not using a dedicated email marketing system or software product, do not show your mailing list to all of your recipients. Many times someone new to email marketing makes the mistake of entering their entire email list into the CC field of an email. This is a problem for MANY reasons but the main two are: You’ve given all of your clients email addresses out to everyone on your list and "Reply to All". <br />
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By following email marketing etiquette, you’re taking steps to increase your open rate and the overall success of your email marketing campaigns. You should strive to be as good of an email marketer as you are an insurance agent.urn:uuid:231Database Maintenance Tonight at 10 p.m. CST - Agency Management BlogWe will be performing maintenance on some of our databases tonight (January 11, 2012) beginning at 10 p.m. CST.2012-01-11T11:44:00Z2024-03-19T05:52:04ZWe will be performing maintenance on some of our databases tonight (January 11, 2012) beginning at 10 p.m. CST. This will affect only some users. We expect the updates to not affect anyone as each database will be unavailable for just a few seconds at most. This maintenance is in preparation for our 6.0.36 release. Thank you for your understanding while we work to provide a better experience to our users.<br />
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<strong>UPDATE: </strong>Maintenance is complete.urn:uuid:232Restrict Access to TurboRater - Agency Rating BlogIf you have concerns about employees accessing TurboRater outside of your office, you can restrict access to TurboRater by computer IP address.2012-01-08T11:45:00Z2024-03-19T05:52:04ZIf you have concerns about employees accessing TurboRater outside of your office, you can lay them to rest. You can restrict access to TurboRater by computer IP address. A computer IP address (<a href="http://en.wikipedia.org/wiki/IP_address">Internet Protocol Address</a>) is a numerical label assigned to each computer participating in a given network that uses the Internet Protocol for communication. To easily find out what your computers IP Address is you can use <a href="http://www.whatismyip.com/">www.whatismyip.com</a> and it will display your IP Address on the screen; or you can call your Internet Service Provider and they will supply you with the information. Keep in mind that each computer will need to have a static IP Address, one that never changes. Being able to restrict TurboRater Access by IP Address ensures that only the specified computers will have access to TurboRater.<br />
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<a href="http://www.itcdataservices.com/support/CMPWFAQ/afmmain.aspx?faqid=225">How do I restrict TurboRater Access?</a>urn:uuid:118The Ongoing Debate Over the Use of Credit Scores - Agency Rating BlogLinks to studies and papers on using credit scores during rating process to help insurance agents provide better explanation to their clients.2012-01-08T09:00:00Z2024-03-19T05:52:04ZThe use of credit scores to determine a rate for insurance coverage has long been a controversial subject. Insurance shoppers question how their credit score could possibly play a role in whether or not they will file a claim while numerous insurers cite there is irrefutable statistical data to prove there is a direct correlation between an individual’s credit score and the cost that insured will bear on the company in claims.<br />
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Below, we have provided links to studies and papers published on credit scoring. Having a full understanding of both sides of the issue can help agents to provide a better explanation to their insureds when asked why they need to pull their credit score.<br />
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<strong>Texas Department of Insurance</strong><br />
<a href="http://www.tdi.state.tx.us/reports/documents/creditall04.pdf">http://www.tdi.state.tx.us/reports/documents/creditall04.pdf</a><br />
<em>Released:</em> December 2004<br />
<em>Findings: </em>There appears to be a strong relationship between credit scores and claims experience on an aggregate basis. However, credit scores, to some extent, may be reflective of other risk characteristics associated with claims.<br />
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<strong>National Consumer Law Center</strong><br />
<a href="http://www.cej-online.org/cej%20report%20ins%20cr%20scoring%200501.pdf">http://www.cej-online.org/cej%20report%20ins%20cr%20scoring%200501.pdf</a><br />
<em>Released: </em>January 2005<br />
<em>Position: </em>The problems with insurance scoring are so great that the practice should be prohibited.<br />
<strong><br />
Missouri Department of Insurance</strong><br />
<a href="http://insurance.mo.gov/reports/credscore.pdf">http://insurance.mo.gov/reports/credscore.pdf</a><br />
<em>Released: </em>January 2004<br />
<em>Findings: </em>The evidence appears to be credible, substantial, and compelling that credit scores have a significant disproportionate impact on minorities and on the poor.urn:uuid:119Introducing the Concept of Geomarketing - Agency Rating BlogExplanation of geomarketing and how insurance rating software TurboRater can help agents better identify and market to prospects.2012-01-05T09:00:00Z2024-03-19T05:52:04ZOne of the keys to effective selling is to know your market. The more you know, or understand, about the individuals you want to sell insurance to, the better your chances of communicating with them in a way that appeals to their needs and makes them open to taking out a policy. Because not only will they better understand why they need an insurance policy, they will also trust your ability to deliver a product that meets those needs.<br />
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Geomarketing is a term generally used to describe a type of marketing that is focused on using geographical data and weaving it into your normal marketing and sales approach. This allows you to spread the scope of your marketing attempts in a meaningful and successful way. Let’s talk about some of the reasons this approach is so important.<br />
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<strong>Geomarketing: Ultra-Specific Needs-Based Selling</strong><br />
Insurance is a purposeful product, not an impulse buy. The purchase of insurance is based exclusively on need: the need to comply to a lender’s requirement, to protect assets, to provide an income for heirs. No matter which way you slice it, insurance equals need. So it makes sense that the best way to entice someone to buy insurance is to appeal to their needs.<br />
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Geomarketing gives you an advantage and the means to identify those needs more precisely. By defining your target market by zip code, city, town, or county, you gain a better understanding of the market’s community and the unique risks they face. Once you understand this information, you can develop a specially targeted marketing plan that directly addresses these geo-specific concerns and captures your prospect’s attention more easily, since you are speaking directly to their needs, something other agents may not have attempted in the past.<br />
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As an example, consider the area with a new home development. The residents of this area are likely new to the region, have no connections and no insurance agent that they are already working with. Their new homes will meet the most recent building codes, so targeting their need for home insurance revolves primarily around protecting their new asset rather than focusing on risk of hurricane and other natural events exposure. But if the development is in a flood zone, then a different approach may be required. As far as reaching the prospects, ads in a new home buyer guides will work as will networking with builders to encourage word of mouth referrals.<br />
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Conversely, an area with mostly older homes might be more concerned about exposure to extreme weather and other risks specific to older homes. Identifying the ways in which your markets can insure those specific risks will help increase the number of leads that you get as well as your closing ratio.<br />
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Finally, think about those areas heavily populated by retirees or by young families with children. Each of these sets will have different home and auto needs that you can easily target and meet.<br />
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<strong>Geomarketing to Narrow Focus</strong><br />
You may find, if you look at your current policyholders, that you are already more successful in one location than in others. This may be because you already have a deeper knowledge about the risks that the individuals in this area face, or because you have heavier marketing efforts in those areas. Once you determine what you are doing right, you can think about ways to expand on it. Then, you might consider looking at surrounding regions that you aren’t getting as much business from. Determine what the geo-specific needs are in those areas and create a marketing campaign around them.<br />
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<strong>Monitoring Your Geomarketing Results</strong><br />
Like any successful marketing plan, you must monitor the success of your new geomarketing efforts. Some of the data you want to track include the following:<br />
<ul>
<li>How many leads are you receiving in your newly targeted areas?</li>
<li>How many of those leads are turning into sales?</li>
<li>How effective is each specific marketing campaign?</li>
<li>How is each of your carriers meeting your geomarketing needs?</li>
</ul>
<strong>Use TurboRater to Monitor Your Geomarketing Efforts</strong><br />
All of this information is at your fingertips in TurboRater, our auto and home comparative rater, with our built-in geographical map reporting.<br />
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<strong>Monitoring Each of Your Carriers</strong><br />
To see how each of your carriers is performing geographically, specify the dates you are interested in reviewing, choose the carrier(s) and click <em>Geographical Map</em>. This will display all of the quotes for that time frame for those carriers. Take it a step farther by selecting <em>Bound By</em> and select all of your producers. This will display all of the policies bound for the specified carrier(s). Comparing the two reports will give you a visual representation of your closing ratio.<br />
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<strong>Monitoring Each Specific Marketing Campaign</strong><br />
If you find yourself falling short in closing ratios or getting leads, consider changing the approach of your marketing campaign. For instance, if you sent out direct mail fliers and aren’t getting any leads, try cold calling, electronic approaches or advertising in local publications. If you are struggling to keep up your closing ratio, consider dedicating a little more time to really understanding the risks facing your new geo-centric leads. It’s possible that you need to have a deeper understanding of the risks in order to really appeal to them.<br />
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Our wireless online world is closing a lot of gaps and for the insurance industry, this is a powerful and exciting time. But it’s up to each individual agent to make sure he or she is utilizing every advantage possible in order to get an edge. Geomarketing offers you an opportunity that not only helps you finds leads but also gives you a leg up in closing sales by making sure you’ve got the best insurance policies issued for each of your clients.urn:uuid:234Using Google+ For Your Clients and Prospects - Agency Marketing BlogIt’s not impossible to successfully write insurance policies without social networking online, but it sure does limit your list of prospects.2012-01-03T12:00:00Z2024-03-19T05:52:04ZIt’s not impossible to successfully write insurance policies without social networking online, but it sure does limit your list of prospects and marketing reach if you do. Social networking opens up a much easier and less expensive way to tap into a broader pool of prospects and allows you to do so from the comfort of your office.<br />
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One of the newest social networking sites to enter the scene is Google+. Don’t count out the effectiveness of Google+ just because it’s new though – according to comScore.com, Google+ had 20 million visitors in just the first 21 days. And while Google+ is similar to Facebook in some ways, it has some distinct advantages when it comes to marketing and prospecting.<br />
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<strong>Circles</strong><br />
One of the most important and defining features of Google+ is the Circles it allows each profile. Circles are groups that you can sort your contacts into. You can create circles for friends, family, prospects, clients, etc. When you post an update or a picture, you can determine which circle the post is viewable for.<br />
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This is a valuable marketing tool for agents. If you break up your circles into lines of business—let’s say you have one circle for your personal lines clients and another for your commercial lines clients—it makes it easier to post notes and articles that are relevant to each of the members. This separation also allows you to address client concerns or policy changes without confusing other clients with the wrong message.<br />
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<strong>Huddles and Hangouts</strong><br />
Google+ has a couple of group chat features—Huddles, which are for text chats and Hangouts which work for video chats. These features could become a great way to have insurance town hall meetings with prospects or clients. You can host quarterly Q&A sessions and even conduct seminars. Because Google+ makes the video chat so accessible, it may also work as a way to remotely meet with individual prospects or with clients when it’s time for an annual policy review. This can save you time and money, and makes a meeting possible even if you, the client or the prospect is away for business or vacation.<br />
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Google+ is one of the few social networking sites that is merging the broad reach of online networking with the personal touches that make one-on-one communication so important. It gives agents and agencies an easy, free way to separate and focus their marketing and inter-office communications and allows for that personal touch that can make the difference between a prospect remaining a target or becoming a client.urn:uuid:217Writing an Effective Subject Line - Agency Marketing BlogWhen you're writing an email subject line, there are a few tricks you can try to have your email commanding your reader’s attention.2012-01-03T11:11:00Z2024-03-19T05:52:04ZWhen you're writing an email subject line, there are a few tricks you can try to have your email commanding your reader’s attention.<br />
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<strong>Identify yourself</strong><br />
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Recipients are more likely to open an email from a sender they recognize. Including your name in your subject line (or an abbreviated version) is one way to be seen in a crowded inbox. Display your agency name at the beginning of the subject line: ITC Agency: Your Online Quote for the most impact.<br />
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<strong>Be brief and to the point</strong><br />
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Most email clients will cut subject lines off at 50 characters ("characters" include spaces). Compose a few engaging words and keep it under 50 characters so people see the full subject line. There are some schools of thought that suggest you can get the best results by reducing your email subject lines down to 35 characters.<br />
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Steer clear of spammer techniques<br />
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Your customers will keep an eye out for spam in their inbox to prevent identity theft and threats to their computer. Mimicking common techniques that spammers load their subject lines with is the fastest way to be deleted or end up in your recipient’s junk box. Being flagged as spam could also have your emails blocked by a recipient's email client.<br />
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Spammer favorites to steer clear of:<br />
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<ul>
<li>Using ALL CAPS or RaNdOm CaPs.</li>
<li>Hard selling in the subject line will raise suspicions instead of creating interest.</li>
<li>!!! -- Exclamation points are easy to abuse and it's important to stay away from them in your subject lines.</li>
<li>Using words like "free", "save", "win", "call now" and "toll-free". Leave them out of your subject lines if at all possible.</li>
</ul>
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<strong>Practice makes perfect</strong><br />
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You won't come up with the right formula on the first try. Analyze your email marketing campaign open rates to see which subject lines earned the most opens. Timing is also essential when it comes to how an email subject line is received. Sending an email with the subject of "Merry Christmas" on January 4th won't get much traffic.<br />
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By keeping a close eye on open rates and having relevant content, you should hit the right combination that puts you ahead of the competition.urn:uuid:218The Importance of Relevant Content in Your Email Marketing: Content is King - Agency Marketing BlogGetting readers interested in joining your email campaigns is the most important piece of the email marketing puzzle.2011-12-22T11:18:00Z2024-03-19T05:52:04ZGetting readers interested in joining your email campaigns is the most important piece of the email marketing puzzle. A question that many email marketers ask themselves daily is, “how do I engage my readers while gaining (and retaining) subscribers?”<br />
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Studies show that as humans our number 1 interest is ourselves. Putting this piece of information into play while composing your monthly newsletter can help you grab your reader’s attention. Granted, you can’t write hundreds of personal newsletters that speak specifically to your clients day to day lives (namely because that would be creepy and take far too long) but you can use code snippets to personalize newsletters with client’s names and you should tailor your newsletters to relevant activities in your community as well as a compliment to your insurance information.<br />
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If your community’s high school just won a championship game, talk about it; or if a new restaurant opened up near your office, go there for lunch and write a (positive) review about it in your newsletter. Being a part of your community can go a long way to gaining clients through referrals. Using community news is also a great way to gain subscribers who are interested in how your agency is protecting your community’s financial future. <br />
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Some agencies write business nationally, so incorporating content that suits everyone on your contact list, in one email, may not be feasible. Instead, put together regional newsletters and use distribution lists so the content is still relevant to your readers. You can be a part of your client’s community by writing about topics specific to their area. Write about a festival or activity many people are interested in specific to their region. Including recipes, sports, and other regional common-interest topics can go a long way to appearing as if you’re in many places at the same time. Pre-written content can save you a ton of time when having to write several email newsletters a month. There are hundreds of professionally written articles included with your AgencyBuzz email marketing account. They are separated by line of business, and new articles are added every month. Be careful when using your pre-written content though as sending a newsletter about winterizing your home to a client who lives in Florida may reveal that you’re unfamiliar with your client’s area.<br />
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Use these community/regional events as a spring board into a relevant insurance topic that is complimentary to your other content. This is an insurance newsletter after all. You can use these complimentary articles as another way to show yourself as the insurance expert your readers NEED to have a relationship with in order to protect their financial future. Not only are you educated on the latest insurance news that can save them time, money, and keep them from being left high-and-dry after an insurable event but you’re also saying that you’re just like them. You eat at the same places, you shop at the same stores, and your family values the community just like they do.<br />
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Engaging, gaining, and retaining subscribers is the name of the game when it comes to email marketing. And to win the game you’ll need to remember one thing, content is king.urn:uuid:219Setting Up Your Email Marketing Strategy - Agency Marketing BlogWhere to start when you decide to integrate email marketing into your insurance ageny's marketing strategy.2011-12-09T11:19:00Z2024-03-19T05:52:04ZSo, you've decided to integrate email marketing into your agency’s marketing strategy, but where do you begin? It’s easy to get wrapped up in the excitement of starting something new and the potential sales you can gain by implementing email marketing; so much so that you can lose focus. By losing focus, your campaigns come across as a jumbled mess of too much information and no clear picture of what your readers are to take away from your message.<br />
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<strong>Setting Up Your First Campaign:<br />
</strong><br />
<ol>
<li>First, you want to set a quantitative goal for your campaign. This does not have to include numbers, but just a clear picture of what you want to accomplish with your drip campaign. (i.e. generate new leads, gain policy sales, drive traffic to your site, or begin a referral program, etc. ) By setting your ultimate goal in the beginning, it will keep your campaign focused.</li>
<li>The next thing to remember is to include a call to action in all emails. This is a way for contacts to interact with you once they’ve received your email. Ask them to visit your site, download a free information report from your website, give you a call, or even join your Facebook page. Anything to engage them once you’ve given them the information is a call to action.</li>
<li>I recommend either creating or purchasing a custom email template that is branded after your website. Include a button for subscribers to easily click through to your site and get a quote. You should also include your logo, phone number, and social media icons so contacts can easily join your social networking sites. Creating a consistent online brand will help leads and clients alike recognize mailings from your agency, therefore increasing your open rate.</li>
<li>Once you’ve created or purchased your custom email template, you should create and automate a welcome email that is sent to all contacts added to your database. Automating this process ensures all leads are communicated with instantly. You should also create birthday and holiday cards that will automatically send to your contacts every year. This will create a concierge touch to your agency’s communications.</li>
<li>Finally, you should set up interoffice reminders for a contacts primary agent to call them as the final step to all drip marketing campaigns. Calling your contacts and having a one on one conversation with them could be the missing piece that closes the sale. </li>
</ol>
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Now you're ready to start selling insurance all over your state, just using your email address.urn:uuid:233Sales Tips for Phone Quotes - Agency Rating BlogEmployees who handle phone quotes have the unique opportunity to increase sales.2011-12-06T11:57:00Z2024-03-19T05:52:04ZEvery employee in an agency is responsible for sales, whether that word is included as a part of their job title or not. By being efficient, thorough, knowledgeable, friendly and accurate, each and every employee bolsters the image of the agency, the trust between agency and target client, and helps to create sales. But employees who handle phone quotes, those individuals who act as a liaison between a prospect’s curiosity about policies and price and a completed application, don’t just help make sales—they actually have the unique opportunity to increase sales. If you aren’t sure how to take advantage of this interesting position, try the following ideas.<br />
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1. Make the experience personal: No client wants to be seen as just a number. All consumers want to stand out, want to be appreciated, and want to be treated like an individual. When you are giving a phone quote, don’t be robotic about delivering numbers. Be engaging. Draw the person into a little small talk, and understand that the numbers you give them don’t simply represent a string of data—they are the key to helping the caller retain his or her assets, live longer and create a legacy.<br />
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2. Get to the source: While getting new clients is vital to an agency’s success, persistence is also important. When a potential customer calls for a quote, ask them how they heard about your agency. If one of your existing clients recommended you, they should be thanked for making the recommendation. If it wasn’t an existing client, take note of what compelled the customer to call. Whatever it was, it’s a tool that is working and those are results that should be tracked.<br />
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3. Find out why the person made the call: Every phone quote request you receive is a story. Behind that phone call is a plot with many different characters, struggles and dramas. Your goal is to understand the relevant parts of the story so that you can create the conclusion. While one customer might be dealing with the realities of aging and the desire to leave a legacy for her children, another could have had a falling out with a former agent and is now looking for a new agency. Understanding the background and impetus for the call will not only help you make suggestions and handle the client in a way that makes them happy, it will also help you find out what they do and don’t like in terms of customer service and policy maintenance. This is information you can note in their file and that will help your agency win the customer and keep them.<br />
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4. Get competitive: It’s important to understand what you are up against when it comes time to market to a consumer. When you give out phone quotes, ask if the caller has gotten any quotes from other agencies and try to get details on the differences. Stick to a non-invasive method of inquiring and listen for any verbal cues that alert you to a customer’s discomfort with the questions.<br />
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5. Sell your agency: When you’ve got a caller on the phone, it may be your agency’s last chance to sell itself. Give the caller your website and blog address; let them know if you have a newsletter they can sign up for or any instructional videos online. Make sure you understand your agency’s value proposition—those aspects that set you apart from your competitors—and that you exhibit these traits in all your phone conversations.<br />
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6. Follow-up: Follow your agency’s instructions on prospect follow-up, including adding the client to a drip email marketing list or getting his or her name and information to a sales agent. Also, let the caller know what the next steps are if they should decide to get a policy through your agency. Don’t leave the caller wondering what they should do next.<br />
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Sales are every employee’s concern. After all, if your agency doesn’t sell to new customers and renew policies of existing customers, then there will come a time when the agency, and your position, is no more. Help your agency get more sales by acknowledging the active role you have and playing your part.urn:uuid:260Database Server Maintenance Night of December 1st - Agency Management BlogWe will be performing maintenance on one of our database servers tonight (December 1, 2011) beginning at 10 p.m. CST. 2011-12-01T15:18:00Z2024-03-19T05:52:04ZWe will be performing maintenance on one of our database servers tonight (December 1, 2011) beginning at 10 p.m. CST. This will affect only some users. We expect the server to be available again at 3 a.m. CST. Thank you for your understanding while we work to provide a better experience to our users.urn:uuid:261October Updates to ACORD Forms - Agency Management BlogYou now have access to the very latest updates to ACORD Forms in agency management system InsurancePro.2011-11-23T15:38:00Z2024-03-19T05:52:04ZWe've posted updates to the ACORD Forms available to InsurancePro. You now have access to the very latest updates to ACORD Forms. You can access the new forms when viewing the policy summary screen's Forms and Letters panel. Select the <em>ACORD Forms</em> category to view all of the currently available forms. Here are some tips for this screen:<br />
<br />
<ul>
<li>Forms that can be pre-filled will be pre-filled</li>
<li>Sort the forms by any of the columns displayed</li>
<li>Right click on a form to save it as a favorite to avoid finding it every time you need it</li>
<li>Type into the filter row to minimize the number of displayed forms</li>
</ul>urn:uuid:262Enhancements to 6.0.36 - Agency Management BlogWe're very excited about the next major release of InsurancePro. We are proud to provide the following enhancements to our product.2011-09-28T15:40:00Z2024-03-19T05:52:04ZWe're very excited about the next major release of InsurancePro. We are proud to provide the following enhancements to our product: <br />
<br />
<ul>
<li>Integration with AgencyBuzz</li>
<li>Integration with EZLynx (InsurancePro will bridge data to EZLynx)</li>
<li>Updated Find Client Screen</li>
<li>Updated Agent Login Configuration Screen</li>
<li>Updated Agency Location Configuration Screen</li>
<li>New General Configuration Screen</li>
<li>Move to cloud file storage</li>
<li>Several new download certifications</li>
</ul>urn:uuid:263Need to Find a Policy? - Agency Management BlogWe've taken some opportunities with our upcoming release to enhance the screen that you use to find policies. 2011-09-20T15:42:00Z2024-03-19T05:52:04ZWe've taken some opportunities with our upcoming release to enhance the screen that you use to find policies. Our goal for the changes on this screen is to help you find your policies faster. To accomplish this, we've<br />
<br />
<ul>
<li>Removed paging and gave you control over limiting the number of results returned</li>
<li>Improved and optimized data access for a faster, more stable experience</li>
<li>Given you more control over what policy statuses you want returned
<ul>
<li>You will be able to select any combination of statuses instead of only selecting a single status</li>
</ul>
</li>
<li>Given you more control over what part of the name you are searching for
<ul>
<li>Select from <em>Begins with</em>, <em>Contains</em>, or <em>Ends with</em>; currently, InsurancePro assumes <em>Contains<br />
</em></li>
</ul>
</li>
<li>Changed how the phone number field is used
<ul>
<li>The phone number field will be searched from the right. This means if you type in 1 digit, it will find all policies with a phone number with that digit as the last number. This implies that you can simply ask for the last 4 digits of a customer's phone number, enter it in the <em>Home Phone</em> field, and find the policy that you need quickly</li>
</ul>
</li>
<li>Given you the ability to hide the search parameters so you can view more results on the screen at one time
<ul>
<li>If your desktop is small, click on the "Hide Search Parameters" link to view more results on the screen at the same time.</li>
</ul>
</li>
</ul>
<br />
<blockquote><img alt="" src="/images/blog/FindPolicyScreen.png" /><br />
</blockquote>urn:uuid:264Agent Configurations - Agency Management BlogIn the next release, we are changing the user interface for managing your InsurancePro users.2011-09-16T15:46:00Z2024-03-19T05:52:04ZIn the next release, we are changing the user interface for managing your InsurancePro users. The new screen incorporates all of the current functionality with the ability to configure integration with other systems. The next release will include integration with ITC's great new product <a href="http://www.getitc.com/products/leadmanagement/">AgencyBuzz</a> as well as bridge capabilities to EZLynx. You will notice the new tabs on the screen named <em>General</em>, <em>Notes</em>, <em>Permissions</em>, and <em>Integration</em>. The integration configuration for the <em>TurboRater User Account</em> will not be used on this release but will be in a future release.<br />
<br />
The screen works just as it did before, but the configuration options are spread over several tabs to make better use of real estate. Take a look at the new screen below (click on it for a larger view) and thank you for making InsurancePro your agency management system of choice!<br />
<br />
Please enforce secure login rules at your agency. Enforcing logins in InsurancePro ensures that your data is kept safe and helps InsurancePro keep track of who is making what changes.<br />
<br />
<blockquote><img alt="" src="/images/blog/AgentIntegrationScreen.png" style="vertical-align: middle; margin: 4px;" /> </blockquote>urn:uuid:265Managing Agency Locations - Agency Management BlogIn the next release, we are changing the user interface for managing your different locations. 2011-09-09T15:49:00Z2024-03-19T05:52:04ZIn the next release, we are changing the user interface for managing your different locations. The new screen allows you to view all of your locations in one place at the same time. You can now easily flip back and forth between any location to view the name, location, and contact information. You'll notice that you can add, edit, and delete locations just as you did before. You can also configure one logo per location. <br />
<br />
Changes to this screen include the list on the left side of the screen, the location of the buttons below, the <em>Account # </em>will display for each location but is not editable on any, and you can no longer configure login requirements on this screen. Configuring login requirements has been moved to a different location that is accessible via the link on this screen.<br />
<br />
Thank you for choosing InsurancePro as your management system!<br />
<br />
<blockquote><img alt="" src="/images/blog/AgencyLocationScreen.png" style="vertical-align: text-bottom; margin: 4px;" /> </blockquote>urn:uuid:266Here Comes the Cloud and .NET 3.5 - Agency Management BlogWe're preparing for our next release of InsurancePro (6.0.36) and would like to let you know about some of the exciting changes.2011-09-06T15:51:00Z2024-03-19T05:52:04ZWe are getting down to the short rows preparing for our next release of InsurancePro (6.0.36) and would like to let you know about some of the exciting changes that we're making in InsurancePro to help agencies get better work done faster.<br />
<br />
One such change is our approach to file storage. With our next release, files will be temporarily available in a location that is closer to you after they are accessed once. This means that scanned and other saved documents will upload and download faster. Your documents are encrypted for security purposes.<br />
<br />
This enhancement requires a change to the minimum .NET Framework requirements of InsurancePro to .NET 3.5 Service Pack 1. You can download this software now if you would like by clicking <a href="http://www.microsoft.com/en-us/download/details.aspx?displaylang=en&id=22">here</a>. The installation will automatically check for the presence of this and install it for you should you not have this installed.<br />
<br />
We will be covering other enhancements to InsurancePro in the coming days and weeks here on the blog and on Facebook. Stay tuned!urn:uuid:267Updated ACORD Forms - Agency Management BlogWe just recently made 150+ new and updated ACORD Forms available in InsurancePro.2011-09-02T15:56:00Z2024-03-19T05:52:04ZWe just recently made 150+ new and updated ACORD Forms available in InsurancePro. If you use an ACORD Form that we don't have, please call us and we'll make our best efforts to add it.urn:uuid:269Server Maintenance Tonight - Agency Management BlogWe will be performing maintenance on our database servers tonight some time after 9 p.m. CST. 2011-08-09T15:58:00Z2024-03-19T05:52:04ZWe will be performing maintenance on our database servers tonight some time after 9 p.m. CST. Not all customers will be affected by this maintenance. We apologize for the inconvenience.<br />
<br />
<strong>UPDATE: </strong>Server maintenance was completed successfully.urn:uuid:281Guarding Your Agency Against Employee Theft - Agency Rating BlogHow to guard your insurance agency against employee theft without making your employees feel guilty before proven innocent, including insurance rating software.2011-07-29T16:19:00Z2024-03-19T05:52:04ZThere is no feeling worse than when you find out that an employee has stolen from you. After hiring, paying and mentoring an employee, finding out that they’ve betrayed your trust is not only emotionally upsetting but can be financially draining as well. However, employee theft isn’t just about stealing cash and office supplies. It also can involve the theft of client files, prospect lists, proprietary planning information and so forth. This type of employee theft can be much more detrimental to your agency then just having someone with sticky fingers.<br />
<br />
There are ways to guard your insurance agency against employee theft without making your employees feel guilty before proven innocent.<br />
<br />
1. Secure access to all software programs: <a href="http://www.getitc.com/products/rating">Comparative raters</a>, customer relationship management databases and all other agency management system software should be accessible only by utilizing user-specific passwords. You should assign different passwords for each system to ensure that the right employees have access to only those systems that are appropriate for their job duties.<br />
<br />
2. Use a software product that stores your client data on the vendor’s servers: This decreases the ability of employees to make a quick backup of the agency computer. Watch for employees using thumb drives, floppy disks and CDs to make sure they aren’t trying to copy data onto them.<br />
<br />
3. Lock employees out of certain areas of the system: You can configure many software systems, like your agency management system, to allow limited access to employees. Strategically doing so can ensure that employees are not able to run reports that generate lists of client and prospect data.<br />
<br />
4. Prevent remote or after hours access to the system: It’s impossible to monitor what employees are doing when they have after hours or offsite access to computer systems. Restrict the number of employees who have access to the systems remotely or when the office is closed.<br />
<br />
5. Change employee passwords immediately after discharging them: Once you let an employee go, you should immediately change their password so that they cannot gain entry into the office, and the system, again.<br />
<br />
6. Sign non-compete agreements: According to the Trading Secrets blog by attorneys Seyfarth and Shaw, not every state will uphold a non-compete agreement, but that doesn’t mean you shouldn’t have one. Have an attorney look at your non-compete to make sure it’s going to be upheld, and ask them to explain any circumstances in which it wouldn’t—don’t just print a template off from the web and expect it to be enforceable.<br />
<br />
Using these methods will help you comply with many privacy requirements while also guarding your office against theft. Whether working to protect yourself from employee or non-employee theft, you’ll be implementing consistent policies that keep your office, and your clients, safe.urn:uuid:2375 Practical Email Newsletter Tips for Better Deliverability and Readability - Agency Marketing BlogBest practices that will help improve your insurance email marketing deliverability and readability.2011-07-05T14:34:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/email-images.jpg" style="width: 250px; height: 188px; float: left; margin-right: 10px; margin-bottom: 4px; margin-left: 4px;" />While content is king, creating an effective email newsletter is about more than just writing. To encourage your readers to open your emails, there are some technical best practices to consider that can help improve your results.<br />
<br />
Five practical email newsletter tips for better deliverability and readability:<br />
<br />
<strong>1. Keep it short. </strong>An email newsletter shouldn't contain the full article, especially if you include multiple articles in your newsletter. You want your readers to be able to easily scan the newsletter for articles that interest them. Provide them with easily absorbed fragments of information in the form of headlines and short article introductory paragraphs that link to the full article on your website.<br />
<br />
<strong>2. Include a table of contents.</strong> A simple way to improve the scanability of your email newsletter is to place a table of contents at the top of the newsletter. The table of contents should include article titles and anchors linking to the articles' introductory paragraphs further down in the newsletter.<br />
<br />
<strong>3. Provide your newsletter in HTML and plain text versions.</strong> While HTML is the version you'd prefer everyone to see because it's more visually attractive, not everyone will be able to view it because of firewalls and filters. If you don't have a plain text version of your newsletter, those who can't view HTML won't be able to see your newsletter at all.<br />
<br />
<strong>4. Use a minimum of graphics.</strong> Emails with a large number of graphic images are often marked as spam and never reach the reader. Also, the majority of email clients turn off images by default so readers won't even see the graphics unless they turn them on. Keeping the pictures to a compelling few combined with your relevant content is best, as long as the email design isn't dependent on them.<br />
<br />
<strong>5. Test test test. </strong>Email clients are not created equal. What looks great in one doesn't always look great in another. Send tests of your email to the major email clients - Outlook, Yahoo, Gmail and Hotmail - to review your email in the various settings and prevent any blunders.<br />urn:uuid:2387 Tips of Effective Email Marketing Campaigns - Agency Marketing BlogEmail marketing is one of the most effective ways to consistently market your insurance agency. Here are 7 tips to create high quality, effective emails.2011-06-14T14:49:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/email.jpg" style="float: left; margin-right: 10px; margin-bottom: 4px; margin-left: 4px;" />It takes time to follow up on individual prospects and give your customers the personal attention they want. But time is a limited resource in a busy insurance agency.<br />
<br />
Email marketing is one of the most effective ways to consistently communicate with many prospects and customers at one time. When done well, it develops more meaningful, longer-lasting relationships and open, two-way communication so customers can share their pain points and you can demonstrate your expertise. Email marketing also increases the likelihood of future purchases and gathers information that can be used for improving customer service and retention.<br />
<br />
Here are seven tips you can use to create high quality, effective emails that will positively impact your agency growth.<br />
<br />
<ol>
<li><strong>Ask for emails. </strong>To drive subscription, you need to be asking for your customers’ email addresses at every touch point – on your website, over the phone, in your office, etc.</li>
<li><strong>Be consistent. </strong>Emailing your customers on a regular basis will keep your agency at the top of their minds. Be careful not to overload them with constant messages. A good rule of thumb is no more often than once every 2-3 weeks. Less than that and it might be difficult for them to remember you. More than that and they might be tempted to hit the spam or unsubscribe button.</li>
<li><strong>Relevant content. </strong>It doesn’t matter if they gave you their email address and you’re only sending messages every three weeks. If your subscribers don’t find your content interesting, they’re not going to read it. We recommend implementing a mix of insurance specific content with general interest articles, such as tips to reduce gas mileage while driving or to make easy home improvements.</li>
<li><strong>Be yourself. </strong>People do business with people they like. Your customers already like you so don’t change your writing style because it’s an email. Keep the same style and tone as if the customer was sitting across from you in your office.</li>
<li><strong>Segmentation. </strong>It’s easy to create a general newsletter that appeals to most customers. However, specific messages sent to specific groups can foster even deeper relationships and make more sales as segmented emails are more likely to be opened and acted upon. Producing different email messages for different groups may be more work, but it is worth the extra effort.</li>
<li><strong>Track your results. </strong>You’ll never know which email messages are successful and which ones aren’t unless you’re tracking your results. Before you start an email marketing program, determine what your objectives are. They can be as straightforward (an open rate for driving brand awareness) or as complicated (tracking conversions and ROI) as you want. Just make sure to check your results against your objectives to determine your success.</li>
<li><strong>Be CAN-SPAM compliant. </strong>CAN-SPAM is the law. Violating it can subject your agency to criminal penalties. You are required to include clear instructions for how subscribers can opt out of future email and unsubscribe readers promptly. Also, don’t steal email addresses and don’t be misleading.</li>
</ol>
<br />
Email is an incredibly cost-effective channel of communication for driving new sales and retaining current customers. Once you begin gathering emails, don’t wait to get started. Launch your insurance email marketing campaign as soon as possible.urn:uuid:239We've Added New Features to Insurance Website Builder - Agency Marketing BlogNew features to Insurance Website Builder include integration with AgencyBuzz, QR codes and mobile websites2011-06-10T14:56:00Z2024-03-19T05:52:04ZComplete integration with our new product: <a href="http://www.getitc.com/products/leadmanagement/"><strong>AgencyBuzz</strong></a><strong></strong><br />
<br />
<ul>
<li>You configure AgencyBuzz within Insurance Website Builder here: <a href="http://www.insurancewebsitebuilder.com/Admin/agencybuzz.aspx">http://www.insurancewebsitebuilder.com/Admin/agencybuzz.aspx<br />
</a></li>
<li>Whenever the site is configured with AgencyBuzz, any submissions will also be auto inserted into AgencyBuzz from the website. The user has the ability to configure whether they want the submissions entered for Quotes, Service Requests or Newsletters.</li>
<li>Normal newsletter screen on Insurance Website Builder: <a href="http://www.sampleinsurancewebsite.com/newsletter.aspx">http://www.sampleinsurancewebsite.com/newsletter.aspx</a></li>
<li>Newsletter screen when integrated with AgencyBuzz: <a href="http://www.freedemowebsite.com/newsletter.aspx">http://www.freedemowebsite.com/newsletter.aspx</a></li>
</ul>
<br />
QR Codes on the employee directory for easy downloads of contact information<br />
<ul>
<li><a href="http://www.sampleinsurancewebsite.com/contact/Patricia_Morris.aspx">http://www.sampleinsurancewebsite.com/contact/Patricia_Morris.aspx</a></li>
</ul>
<br />
Blog Comments have been enabled and can be moderated<br />
<ul>
<li><a href="http://www.sampleinsurancewebsite.com/blog/Basic_Blog_Post.aspx">http://www.sampleinsurancewebsite.com/blog/Basic_Blog_Post.aspx</a></li>
</ul>
<br />
Insurance Website Builder now has a mobile version that includes the following features at no cost to the agent and is available on all plans. (If you don’t have a mobile device then you can still view a sample of it here: <a href="http://www.sampleinsurancewebsite.com/m/">http://www.sampleinsurancewebsite.com/m/</a>)<br />
<ul>
<li>Automatic Mobile Device Detection</li>
<li>Quote Forms</li>
<li>Manage My Policy Forms</li>
<li>Report a Claim Form (all forms are mobile friendly forms)</li>
<li>Line of Business Pages</li>
<li>About Us Page</li>
<li>Locations</li>
<li>Click to Map (using the built in mapping app of the device)</li>
<li>Employees</li>
<li>Click to Call</li>
<li>Click to Email</li>
<li>Click to Download vCard (not supported by iPhone)</li>
<li>Contact Us Page</li>
<li>Blog</li>
<li>FAQs</li>
<li>Important Links</li>
<li>Important Files</li>
<li>View Full Site</li>
<li>Privacy Policy</li>
<li>Integration with Submission Manager and AgencyBuzz</li>
<li>Mobile Sitemap (the same as the Google Sitemap but designed for mobile)</li>
<li>A VERY good looking interface</li>
</ul>
<br />
We hope you enjoy all your new features!<br />
<br />
Contact us at 1-800-383-3482 for more information about these exciting new features.urn:uuid:270Release 6.0.35 - Agency Management BlogFixes and enhancements in release 6.0.35 of agency management system InsurancePro.2011-04-04T15:59:00Z2024-03-19T05:52:04Z<strong>Fixes</strong><br />
<ul>
<li>Fixed problem when entering one note and at the same time updating another note, both on the Policy Summary Screen, the original contents of the updated note is lost</li>
<li>Fixed problem where a new policy's primary agent does not default to the agent currently logged in</li>
<li>Fixed problem with endorsement forms pulling the wrong address fields from the policy</li>
<li>Fixed problem with calculating the policy expiration date when changing the year on the effective date</li>
<li>Fixed problem with fields not saving properly on homeowner and commercial policies</li>
<li>Fixed problem with creation of note detailing the changes to an auto policy when violations were modified on the policy</li>
<li>Fixed problem with fields selected by using keyboard instead of mouse will not save properly</li>
<li>Fixed problem with printing of the invoice letter not printing the header</li>
<li>Fixed problem with Auto ID Card not listing the correct drivers</li>
<li>Fixed problems with checks
<ul>
<li>Print Settings will not display</li>
<li>List of checks available to print is wrong after being printed</li>
</ul>
</li>
<li>Fixed problem with Payment reconciliation marking "all prior to" to not include the date selected</li>
<li>Fixed batch printing error given when printing individual letters from the Daily Transaction screen</li>
<li>Fixed several bridging issues
<ul>
<li>Problems with bridging policies with excluded drivers from TurboRater to InsurancePro</li>
<li>Problems with bridging marital status and SSN's from InsurancePro to TurboRater</li>
<li>Problems with AccuAuto bridging incomplete information</li>
</ul>
</li>
<li>Added support for Indiana East time zone</li>
<li>Changed the default bank account selected on the Receive Payment screen</li>
<li>Commissions related defects</li>
<li>Fixed problem with payments saving when two payments are being taken at the same time</li>
</ul>
<br />
<strong>Enhancements</strong><br />
<ul>
<li>Field validation on quote sheets</li>
<li>Policy Summary Screen visual updates</li>
<li>Caching used in more screens</li>
</ul>urn:uuid:282Email Marketing and the Insurance Agent - Agency Marketing BlogEmail marketing offers agents the perfect platform for marketing: it’s free, easy, and something their clients access on a daily basis.2011-03-14T16:26:00Z2024-03-19T05:52:04ZElectronic mail (email) is now so deeply entrenched in our everyday activities that we often overlook it as the marketing tool that it can be. But email offers agents the perfect platform for marketing: it’s free, easy, and something their clients access on a daily basis.<br />
<br />
Email marketing, however, is not successful for everyone. It takes a delicate, focused touch to keep your valid and valuable marketing efforts from being marked as a canned meat product and being sent to the junk folder. When used properly, email marketing can be your tool to educating prospects and gaining loyalty from your customers.<br />
<br />
Ways to Use Email for Marketing: Newsletters<br />
<br />
Newsletters offer one of the most popular uses for email marketing. When you create a newsletter to send to your clients there are two important questions you must ask yourself:<br />
<br />
1. Is the content in my newsletter providing value to the reader?<br />
<br />
While you are creating a newsletter as a means to keep yourself in the mind of your clients and prospects, this won’t work if you create a newsletter that gives the recipient little reason to actually read it. No one wants to read about how amazing you or your service are every month or quarter. Instead, they want to learn from you, their accessible insurance expert. It is through this sharing of knowledge that you will help build trust and become seen as a valuable resource rather than just another individual who wants something from them.<br />
<br />
2. Does the frequency of my newsletter make it annoying?<br />
<br />
No matter how interesting your articles are, if you send a newsletter out to your readers too often they will become inundated and might end up unsubscribing simply to stop it from filling their inbox. Newsletters should probably not be sent more often than once per month or quarter.<br />
<br />
In order to give your newsletter the amount of reach it needs to be effective, try to get email addresses from as many visitors to your website as possible. Of course, you can collect as many email addresses as you like but if no one actually opens the email it won’t really matter. One way to ensure a high open rate is to create subject lines for your newsletter emails that entice the recipient to open them. For instance, the subject line, “January’s Newsletter” isn’t nearly as interesting as, “Tips to Winterize Your Home.”<br />
<br />
Another way to maximize the use and draw of your newsletters is to merge them with your other social media efforts. You can do so easily by including social media icons that link to your profiles in all newsletters. This will help your readers connect with you on Facebook, Twitter and any other network you use.<br />
<br />
Creating articles that are read on the internet is a different process than creating print articles. Web readers like short paragraphs and bullet points so they can easily scan your articles. Keep this in mind when creating your content. For longer pieces, be sure to include a “read more” link that brings the reader back to your website. This will also help you get a better idea of what articles are best received since you can measure the click-through rates.<br />
<br />
Ways to Use Email for Marketing: Announcements<br />
<br />
When you have the ability to offer your customers and prospects new products that they need, an email announcement can be the perfect way to let them know. After all, prospects and customers don’t usually check your website for potential updates-but by putting a reminder directly into their email box you not only inform them about the additional services you can offer them but you also show them how proactive you are in considering the solutions to all their insurance needs.<br />
<br />
You can also use the occasional announcement email to discuss any awards your agency has won, magazines or journals you will be appearing in, praise for your employees or agency, seminars you will be hosting or community activities you are taking part in.<br />
<br />
But before you hit, “Send” on your announcement email, be sure that your announcement isn’t just a pat on the back for your agency but that it also explains to the reader why this change or activity benefits them or the community. Also, make sure that you don’t send announcement emails too often. Two to three times per year is probably the most you want to do this.<br />
<br />
No matter how you decide to use your customer’s email addresses for marketing, make sure you always ask for referrals, give the reader a way to unsubscribe easily, and you include all your contact information in each email. Not only will this make the reading experience better for your subscribers, but it will also give them a little nudge to contact you and recommend you to others.urn:uuid:271Updates Are Coming! - Agency Management BlogWe are working on a new release for InsurancePro for you, and we wanted to give you a sneak peek at the changes that are coming. 2011-03-10T16:02:00Z2024-03-19T05:52:04ZWe are working on a new release for InsurancePro for you, and we wanted to give you a sneak peek at the changes that are coming. We are addressing over 30 defects with this next release including many regarding commissions and quote sheets.<br />
<br />
The policy summary screen's user interface has been updated. Most of the buttons located at the bottom of the screen and all of the buttons located on the right of the screen have moved to the left. We understand that this is an often used screen and wanted to give you visual access to the changes as soon as possible.<br />
<br />
When you start working with the new screen layout, you will notice that the text to open the website of the company will no longer appear on this screen. Instead, the text of the company on this screen will turn blue and will be underlined to indicate that you can click on it to open the company's website.<br />
<br />
<blockquote><img alt="" src="/images/blog/NewPolicySummaryScreen.png" style="vertical-align: text-bottom; margin: 4px;" /><br />
</blockquote><br />
We understand that you may need some time to get used to the new layout but hope that you will find value in the improved look and feel and the more efficient use of screen real estate.urn:uuid:283Holding Producers Accountable by Measuring Their Success - Agency Rating BlogHow to measure producer's success and hold them accountable with a comparative insurance rater.2011-02-21T16:29:00Z2024-03-19T05:52:04ZYour producers work every day to sell policies, but the quotes that they give prospective clients don’t always turn into revenues for your agency. It is important that you monitor your producers’ results in order to hold them accountable and give mentoring where it is needed because a successful producer is a happy and profitable producer.<br />
<br />
<strong>How to Calculate Closing Ratios</strong><br />
One of the best ways to determine how successfully your producers are doing their job is to monitor their closing ratios. To do this, you simply need to divide the number of policies bound of each producer's quotes. So if you have a producer who gave 100 quotes in a thirty day period and of those 100 quotes, 25 of them were bound, then the producer's closing ratio would be 25%.<br />
<br />
Policies Bound ÷ Number of Quotes Provided by the Producer = Closing Ratio<br />
<br />
<strong>Creating a Benchmark to Compare</strong><br />
Once you’ve done this for each producer in your agency, take all the closing ratios and add them together then divide them by the total number of producers you have to get your agency’s average. It is this number that each producer should be individually measured against in order to evaluate performance.<br />
<br />
When you see a producer falling below the average, it is time to set up a mentoring program or other system to help them learn how to close more successfully. It is important that you provide an environment of encouragement and learning so that these producers—who may have a lot of potential—are allowed to grow and evolve.<br />
<br />
Unfortunately, while some low producing agents may just need some additional tutelage to get them on the right track, others might not be a good fit for your agency. If you find any producers who continually miss agency averages and don’t seem legitimately interested in bettering their ratios, then you may want create a threshold that they must meet for a predetermined period of time in order to stay with the agency.<br />
<br />
<strong>Celebrating and Learning from Top Producers</strong><br />
Don’t forget to also recognize the success of your top producers. Be sure to congratulate them in a meeting and ask them to share some of the strategies that are and are not working for them. They can do this in an agency meeting for the benefit of all producers or privately. If they decide to share strategies privately, make sure to let them know that you are taking notes to share with the less successful producers.<br />
<br />
Employee performance monitoring is an important part of any business, and that is no different in an insurance agency. By doing so, you not only work to proactively improve your agency’s performance but you also help to better the careers of your producers.<br />
<br />
Retrieving these numbers is simple with TurboRater's <a href="http://www.getitc.com/products/rating/reporting.aspx" target="_blank">Performance Reports</a>.urn:uuid:272Timeout Issues - Agency Management BlogIt appears that some of our customers are experiencing some timeout issues with one of our database servers.2011-02-11T16:05:00Z2024-03-19T05:52:04ZIt appears that some of our customers are experiencing some timeout issues with one of our database servers. We thank you for your patience while we work to address these issues.<br />
<br />
<strong>Edit:</strong> We will be taking our servers down for maintenance late tonight in an effort to address the timeout issues that one of our servers encountered today. Please be aware that if you plan to use InsurancePro this evening, you may encounter significant problems. We apologize for the inconvenience.urn:uuid:273ACORD Form Favorites - Agency Management BlogYou may be experiencing problems using forms from your Favorites due to the new way we handle forms.2011-01-31T16:06:00Z2024-03-19T05:52:04ZHaving problems with using forms from your <em>Favorites</em>? This may be due to the new way we handle forms. If you have a problem creating a new form from the <em>Favorites</em> section of the <em>Print Forms/Letters</em> section of the policy summary screen, try removing the form and re-adding it from the ACORD Forms section.urn:uuid:274Release 6.0.34.11 - Agency Management BlogFixes in release 6.0.34.11 of agency management system InsurancePro2011-01-26T16:08:00Z2024-03-19T05:52:04Z<strong>Fixes</strong><br />
<ul>
<li>Bridging issues from TurboRater introduced in 6.0.34.10</li>
</ul>
<ul>
<li>Zero day term auto policy commission calculation issues causing InsurancePro to crash while processing downloads</li>
</ul>urn:uuid:275Release 6.0.34.10 - Agency Management BlogFixes in release 6.0.34.10 of agency management system InsurancePro2011-01-19T16:10:00Z2024-03-19T05:52:04Z<strong>Fixes</strong><br />
<ul>
<li>Bridging issues with Accu-Auto</li>
<li>Bridging issues related to marital status being longer than 10 characters ("Registered Domestic Partner"). The application now translates these values to "Single" when bridging the policy instead of throwing an error</li>
<li>Policy saving issues due to violations in auto policies</li>
<li>Uninsured coverage values for auto policies incorrectly created while processing a download causing an error "Error: The field is too small to accept the amount of data you attempted to add. Try inserting or pasting less data." </li>
</ul>urn:uuid:284Monitoring Your Website Traffic - Agency Marketing BlogHow to use Google Analytics to monitor the traffic from your insurance website.2011-01-17T16:38:00Z2024-03-19T05:52:04ZJust as you monitor the leads where your business is coming from, you should monitor the traffic on your website. Google Analytics is a free service offered by Google that generates detailed information on how people find your site and navigate through it. A great deal of information is provided about your website in Google Analytics. In this newsletter we will just cover some of the basics.<br />
<br />
When you initially sign into Google Analytics, you will see the Dashboard, as pictured below.<br />
<br />
<img alt="" src="/images/blog/GoogleAnalytics1.png" /><br />
<br />
<strong>1. Site Usage</strong><br />
<br />
This section shows the number of interactions with your website. By default, the report shows traffic for the last 30 days.<br />
<br />
<ul>
<li><strong>Visits</strong> is the number of interactions with your website</li>
<li>The <strong>Bounce Rate</strong> is the percentage of the visits in which the person instantly left your site</li>
<li><strong>Pageviews</strong> indicate how many pages of your site were viewed</li>
<li><strong>Pages/Visit</strong> are the average number of pages each person visited when they came to your site</li>
<li><strong>Average Time on Site</strong> tells you how long people stayed on your site</li>
<li><strong>% of New Visits</strong> show how many people visited your site for the first time</li>
</ul>
<br />
<strong>2. Traffic Sources Overview</strong><br />
<br />
Here you can see where your traffic is coming from.<br />
<br />
<ul>
<li><strong>Direct traffic</strong> includes visitors that typed in your webpage address or clicked on a bookmark</li>
<li>Visitors that were referred to your site from other sites are counted in <strong>Referring Sites<br />
</strong></li>
<li>People that found your site from doing a query on a search engine, such as Google, Yahoo, MSN, and so on are counted under <strong>Search Engines</strong></li>
</ul>
<br />
<strong>3. Content Overview</strong><br />
<br />
Monitoring the pages your visitors are looking at can help you understand what is interesting to your visitors and help you prioritize where you should spend your time updating the content. Be sure to include call to actions on these pages so when your visitor is ready to start the buying process, they know where to go to get a quoteurn:uuid:285Get Found Locally for Free - Agency Marketing BlogHow to use free local business listings to get better search engine rankings for your insurance website.2011-01-16T17:10:00Z2024-03-19T05:52:04ZThere are many websites that provide a free local listing to businesses. These sites present an excellent way to get local search traffic to your website and your agency. To get the maximum benefit from these local listings, optimize your profile. Doing so will help you to achieve the maximum benefit and obtain preferable rankings with search engines.<br />
<br />
<strong>Category:</strong> Make sure to categorize your agency correctly. For instance, you can select up to 5 categories for Google Places. You can use these categories to specify the line of business you write. For example: “Auto Insurance Agency” or “Home Insurance Agency”.<br />
<br />
<strong>Use Keywords in Agency Name: </strong>Including keywords in your agency’s name can improve your ranking when searches are looking for your services. For example: “XYZ Auto Insurance” or “XYZ Commercial Insurance”. However, avoid using too many keywords in your agency name as that could hurt your ranking.<br />
<br />
<strong>Reviews and Rankings:</strong> Encourage your customers to submit reviews on your profiles. Good reviews and ratings can play a significant role in rankings on local searches.<br />
<br />
<strong>Complete Profile:</strong> Be sure to complete your profiles in their entirety. Before you begin, create a well-written description of your agency that includes your value propositions and keywords. Many profiles also allow you to upload a picture. Be sure your picture is consistent among all of the profiles.<br />
<br />
Google Places <a href="http://www.google.com/local/add/businessCenter">http://www.google.com/local/add/businessCenter<br />
</a>Yahoo Local <a href="http://listings.local.yahoo.com/">http://listings.local.yahoo.com/</a><br />
Bing Local <a href="https://ssl.bing.com/listings/ListingCenter.aspx">https://ssl.bing.com/listings/ListingCenter.aspx</a><br />
infoUSA <a href="http://www.expressupdate.com/search ">http://www.expressupdate.com/search </a><br />
Superpages <a href="http://www.supermedia.com/spportal/quickbpflow.do">http://www.supermedia.com/spportal/quickbpflow.do</a><br />
Yelp <a href="https://biz.yelp.com/signup">https://biz.yelp.com/signup</a><br />
Hotfrog <a href="http://www.hotfrog.com/AddYourBusiness.aspx">http://www.hotfrog.com/AddYourBusiness.aspx</a><br />
Local.com <a href="http://www.hotfrog.com/AddYourBusiness.aspx">https://advertise.local.com/</a><br />
Yellowpages <a href="http://adsolutions.att.com/internet-solutions">http://adsolutions.att.com/internet-solutions</a>urn:uuid:276Release 6.0.34.9 - Agency Management BlogFixes and enhancements in release 6.0.34.9 of agency management system InsurancePro.2011-01-05T16:11:00Z2024-03-19T05:52:04Z<strong>Fixes</strong><br />
<ul>
<li>Fixed issue where agent would not save when a non-admin agent created a new policy</li>
<li>Fixed issue in the completion of a bridge to InsurancePro, where the application would open a previously opened policy directly on top of the bridged policy</li>
<li>Fixed issue with some setups that could cause printing to fail</li>
<li>Fixed issue with anamorphic scanning resolutions where the images would appear "squished"</li>
<li>Fixed issue when downloading policies with more than 4 vehicles</li>
<li>Fixed issue where bridged policies do not retain the driver order</li>
<li>Fixed issue with "Auto Selection" on the Downloads screen</li>
<li>Fixed an issue when copying a policy number to the Windows Clipboard from the Policy Summary screen</li>
</ul>
<br />
<strong>Enhancements</strong><br />
<ul>
<li>Motorcycle policies now have a vehicle and a driver tab on the policy details screen</li>
<li>TX bodily limits added to pull-downs</li>
<li>CA limits added to pull-downs</li>
<li>Changes to a policy are now logged as a note on that policy</li>
</ul>urn:uuid:286Target Your Marketing with LinkedIn - Agency Marketing BlogHow to use LinkedIn, the social network for business, to raise visibility, build relationships and find clients.2010-12-20T09:12:00Z2024-03-19T05:52:04ZMany people see the current rage of social networking as a fun and easy way to waste time. From checking in and earning badges on Foursquare to updating your status on Facebook to sending out links to great news articles on Twitter, every spare moment of your day could be filled with social networking tasks that may not be targeted enough to really help your agency’s bottom line.<br />
<br />
But there is one social network that was developed for professionals that can actually be used and result in some quick and easy new clients. That network is called LinkedIn.<br />
<br />
<strong>What is LinkedIn?</strong><br />
<br />
LinkedIn is a networking tool that was developed for, and by, business professionals. It was meant to be a place where like-minded professionals could talk shop, exchange ideas and maybe even head hunt. LinkedIn does not have any games or quiz applications (Oh c’mon, do you really need to know what movie vampire you are most like?) but has a place for you to post about your professional experience and former company relationships. While it was meant to focus on networking for professionals within a particular industry, LinkedIn has evolved to become a fantastic place for insurance agents to raise visibility, gain trust and find clients.<br />
<br />
<strong>Raising Visibility with LinkedIn</strong><br />
<br />
When you create your publicly viewable profile on LinkedIn, you can create a resume that shows off your experience in the insurance industry. You can highlight any additional training and credentials you have, and you can show how long you have been involved in the industry.<br />
<br />
Once you have completed your profile, you can join a wide range of LinkedIn groups. Groups range in focus from professional networks and associations to individuals who like certain companies and computer applications. Each of these groups contains other LinkedIn users and, if you target your groups well enough, potential clients. For instance, let’s say your target prospect is pilots. On LinkedIn, you can join a group dedicated to pilots, which will be filled with your target clients. Once you are a member of the group, you can become active in the many conversations that take place within and become much more visible to your target prospect.<br />
<br />
<strong>Gaining Trust on LinkedIn</strong><br />
<br />
Once you are a member of a group on LinkedIn you have the ability to post new discussions initiating engaging conversation, take part in existing discussions that were started by other members, and to post articles. During any of these activities, when appropriate, you can talk about insurance while making the topic meaningful and directed to the people in the group (your target prospects). This shows everyone involved in the conversation and those watching it from afar, how knowledgeable you are in the subject matter. This will demonstrate you understand their specialized needs and not only can you meet them—but you have a history of doing so with other clients.<br />
<br />
Another great aspect to the LinkedIn system when it comes to creating trust is the recommendation system. Once your LinkedIn profile is created you can add connections; this works almost like the followers on Facebook, but your LinkedIn connections must be people that you have done business with, share a group with, or are somehow connected to professionally. As you connect with current and former clients on LinkedIn, you can ask them to recommend you through LinkedIn’s recommendation system. Because their system requires that all recommendations come from another user’s account, it lends credibility to the recommendation and can encourage new clients to use you rather than another agent with no such verifiably legitimate recommendations.<br />
<br />
<strong>Finding Clients on LinkedIn</strong><br />
<br />
As we discussed above, you can find clients while going through groups on LinkedIn. You can also find clients by making connections with random individuals that are within the demographic you target. Since those individuals will be connected to others in the same target demographic, connecting with them and fulfilling their insurance needs will prompt both recommendations and new connections within the same demographic, giving your sales a snowball effect that you might not experience without this type of networking system.<br />
<br />
And it isn’t just individuals that you can find as clients on LinkedIn. You can also connect with companies through the site. You can determine who the benefits administrators are for companies you would like to target and you can even approach them on the system. Doing so also makes them more receptive to reviewing your bio and recommendations than a cold call might.<br />
<br />
If you only focus on one social networking platform in 2011, LinkedIn would be one of the top networks to consider. Its ability to give you access to an easily targeted group along with its professional respectability could help make a substantial difference in the success of your 2011 marketing plans.urn:uuid:240How to Choose a Domain Name - Agency Marketing BlogAn optimized domain name will help the search engines to find your website easier. Here are some things to consider when choosing a domain name.2010-12-17T15:03:00Z2024-03-19T05:52:04ZChoosing a domain name is an important part of Search Engine Optimization. Not as important as having an optimized title, description and homepage content, but important nonetheless. An optimized domain name will help the search engines to find your website easier and therefore rank it higher. Here are some things to consider when choosing a domain name:<br />
<br />
<ul>
<li>The domain must include at least one keyword, e.g. insurance, coverage, quote, geo-target.</li>
<li>It should not be too long or hard to spell.</li>
<li>It must be brand-worthy. Does it roll off the tongue, is it easy to remember, can you tell your friends about it without having to repeat yourself or spell it out for them?</li>
<li>Don't forget that using an older domain is more advantageous than buying a keyword-optimized new domain. Search engines like older domains.</li>
<li>If you decide to go with your agency name as a domain, then you can still use keywords by customizing the web address.</li>
</ul>
<br />
<strong>Additional Resources</strong><br />
<br />
<ul>
<li>How To Choose <a href="http://www.seobook.com/how-choose-great-domain-names">Domain Names For SEO</a></li>
<li>12 Rules for <a href="http://www.seomoz.org/blog/how-to-choose-the-right-domain-name">Choosing the Right Domain Name</a></li>
<li>Choose the <a href="http://www.aboutus.org/Learn/Choose-the-Right-Domain-Name">Right Domain Name</a></li>
<li><a href="http://www.aboutus.org/AboutUsBotGoneBad">AboutUsBotGoneBad</a> - See what happens when Bots seemingly have a twisted sense of humor.</li>
</ul>urn:uuid:241To Blog or Not To Blog - Agency Marketing BlogBlogging provides keywords to search engines and keeps fresh content on your website, both of which helps with SEO. Here are some ideas on what to blog about.2010-12-08T15:30:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/blogging_thumb.png" style="float: left; margin-right: 10px; margin-bottom: 4px; margin-left: 4px;" />A blog, originally called a "web log", is a chronological online journal. In a business setting, blogs are best used to provide valuable information to consumers on subjects relevant to the product being offered. For instance, an auto insurance agent could use a blog to offer safety tips to drivers, what to do in the event of an accident, and so on.<br />
<br />
By providing information that is directly relevant to your agency's services and products, you are providing keywords to search engines that potential customers search for when shopping for your services. In addition, keeping fresh content on your website is one of the most effective ways to increase your page ranking with search engines.<br />
<br />
<strong>How to Start a Blog</strong><br />
Blogs are another way to brand your agency. Therefore, to receive the most benefit from a blog, it should be integrated within your website. The blog should have the same domain name and the same look and feel as your current website.<br />
<br />
There are several blog products available. There are very elaborate blog software packages available, however, initially you may want to sign up for a free blog through a service such as Word Press or Google. While your abilities will be limited with a free blog service, they are a cost-effective way to get your feet wet.<br />
<br />
Our Gold plan members that subscribe to our Insurance Website Builder package enjoy built-in blogging capabilities with enhanced features on their websites. <br />
<br />
<strong>What to Blog About?</strong><br />
The subjects available to an insurance agent are endless. Take a moment and think about all of the questions you are asked on a daily basis.<br />
<br />
<ul>
<li>Is anyone covered to drive my vehicle?</li>
<li>Do I have a grace period?</li>
<li>What can I do to lower my premium?</li>
<li>Replacement Cost vs Actual Cash Value</li>
<li>Does Homeowner's Insurance Cover Flood?</li>
</ul>
<br />
You are answering these questions consistently. Now all that is required is to sit down and write out those answers.<br />
<br />
<strong>Advertise Your Blog</strong><br />
Let people know you have a blog. Tell your customers, your companies, casual contacts, etc. Advertising your blog can be as easy as including a link in your email signature, a note in letters sent to customers, or mentioning it in your on-hold message. Also, using social media venues, such as Facebook and Twitter, to advertise your blog and blog posts is a very effective way to increase traffic to your website.<br />
<br />
Initially creating a blog can appear to be an overwhelming and time consuming task, but it doesn't have to be. Share the responsibility among your staff. What better way is there to learn then to have to prepare to teach? Assign each staff member a topic and give them time to research the topic. There will be staff that are reluctant because they lack confidence in their writing abilities. Writing is perfected with practice and blogging is the perfect opportunity to practice those skills.<br />
<br />
Having an blog for your agency offers a list of benefits - increases your website traffic, develops loyalty and trust with customers and prospects, and expands your knowledge as you and your staff research topics. The time you invest on your blog will offer great returns.urn:uuid:287Social Media and the Insurance Industry - Agency Marketing BlogThe most important thing to understand about social media is the various tools available and how they can change the face of your agency’s marketing plan. 2010-12-04T09:19:00Z2024-03-19T05:52:04ZSocial media is an oft-used term these days, but many people misunderstand both the meaning of the term and the value of its tools.<br />
<br />
Social media is like other forms of media in that it offers a means to convey and communicate information. The important distinction here is that social media isn’t just regular media like a newspaper; it is a social form of media meaning that the people who are reading your message can communicate back with you, opening up the opportunity for the exchange of thoughts and opinions. This level of involvement changes both your responsibility as a provider of information and communication, introduces different means for communicating, and requires a different set of communication skills in order to effectively spread your message.<br />
<br />
It’s important that we don’t overlook this popular tool—because insurance companies have already realized its value. According to the Celent Research and Advisory Firm, as of April 2010, Twitter accounts are used by nine out of ten of the top non-life insurance companies. Of those nine, eight have a Facebook page. And while this shows how effective it can be for large insurers, it doesn’t even touch on how instrumental it can be in improving business for individual agencies.<br />
<br />
<strong>Social Media Tools</strong><br />
<br />
The most important thing to understand about social media is the various tools available and how they can change the face of your agency’s marketing plan. Let’s start with one of the most popular forms of social media out there—Facebook.<br />
<br />
<br />
<strong>Facebook</strong><br />
<br />
Facebook is like an online and interactive biography with pictures, quotes, and information about you or your agency. Because Facebook is an interactive site, you can host discussions on your page, send out notes and messages, comment on other peoples’ pages and create a central social and informational hub for your agency.<br />
<br />
If you think Facebook isn’t important to the social media landscape, think again. A 2010 chart by Experian shows that Facebook grabbed 7.07 percent of the market share, beating Google’s 7.03 percent. Google—a tool used daily for internet searches—was beaten by Facebook. That should indicate just how important Facebook really is.<br />
<br />
But how can it help your agency? Here are just a few ways:<br />
<br />
<ul>
<li><em>Client retention:</em> Facebook works as a tool for client retention because it helps make you appear real and accessible and you can use it to spread knowledge and educate consumers. This empowers your existing clients but also draws other clients to you.</li>
<li><em>Cross selling:</em> Facebook opens up cross selling opportunities as clients who have purchased one line of insurance from you can read about the other lines you have available on your Facebook page. This can introduce them to their need for the other lines you sell—and it doesn’t come across as a sales attempt.</li>
<li><em>Agency visibility:</em> Facebook also helps your agency become more visible. More and more consumers are looking for local agents and businesses on sites like Facebook so that they can get a feel for the service provider before working with them. If you use the word “Insurance” in your Facebook page’s name, then you will show up in searches utilizing that term. You can further target the searches you show up in by adding information like the specific lines you sell or the location you are in on your page’s name—naming your page “XYZ Life Insurance” instead of just “XYZ Insurance.”</li>
<li><em>Agency authority: </em>The more good information you put out there, the more you support the general opinion that you and your agency are authorities in the industry.</li>
</ul>
<br />
<br />
<strong>Twitter</strong><br />
<br />
Twitter is a different experience than Facebook. On Twitter, you send out short 140-character messages to the people who follow you. The messages can be random quotes, links to blog posts or sites, direct conversational items and more. Like any networking event, it’s important to use Twitter as a means of making conversation rather than just shouting your message to your followers. You can sprinkle links to your blog posts in amongst your conversational ramblings, but be sure to use a URL shortener like bit.ly so that you have enough room to send your link and a short message.<br />
<br />
<br />
<strong>LinkedIn</strong><br />
<br />
Like Facebook, LinkedIn gives you the opportunity to post a picture of yourself and a bio. But unlike Facebook, LinkedIn is considered a professional networking site rather than a primarily personal site. You can use LinkedIn to get introductions to potential clients, collect public recommendations of your work, find other business owners that you can market individual insurance and group plans to, and you can become a member of niche groups that can introduce you to other members and help you weed through the vast membership to find potential clients.<br />
<br />
<br />
<strong>YouTube</strong><br />
<br />
YouTube allows you to post videos (or Podcasts) that other people can send out as links and can comment. You can use these videos to explain the different insurance plans you offer or to explain coverage options in greater detail. You can also collect client testimonials on video and post them to YouTube. Once completed you can post these videos on your website, blog or Facebook page making sure they have a broad range of potential viewers.<br />
<br />
Joining the social media craze is not just about being opportunistic, fashionable or making sure your agency isn’t left out—it’s about finding a new and more efficient way to build client relationships; a way to retain clients and a means to create a more authoritative vision of you and your agency. Develop these accounts as you would any other form of marketing and communication. Take notes on the things that work and those that don’t and attempt to tailor your activities to the platform as well as the audience and you could give your agency an important edge against the competition.urn:uuid:277InsurancePro Release 6.0.34 - Agency Management BlogFixes and enhancements in release 6.0.34 of agency management system InsurancePro.2010-11-30T16:13:00Z2024-03-19T05:52:04Z<strong>Fixes</strong><br />
<ul>
<li>Fixed Contact Manager overwriting last viewed contact</li>
<li>Fixed Cancellation Download Transactions overwriting policy details with blank values</li>
<li>Fixed Find Client searches including an apostrophe</li>
<li>Changes to support new downloading partners</li>
<li>Fixed unwarranted reminder alerts on the Policy Summary Screen</li>
<li>Fixed timeouts caused by Daily Transaction Reports</li>
<li>Improved speed of the Daily Transaction Reports</li>
<li>Improved stability of printing features</li>
<li>Improved error handling when required software is not found</li>
<li>Fixed problems bridging data from InsurancePro of a policy with 2 limits on the uninsured BI</li>
<li>Fixed downloads summary to include the Loss Of Use coverage</li>
<li>Fixed downloads processing of HO policies to properly determine the deductible</li>
<li>Fixed scanning on Brother scanners</li>
</ul>
<br />
<strong>Enhancements</strong><br />
<ul>
<li>Added "Show notes for associated policies" check box to the Policy Summary Screen's Notes/Reminders</li>
<li>Added automated download of required software when software is not found</li>
<li>Allows scans using manufacturer's scanning drivers</li>
<li>Allows scans done in color</li>
<li>Link to blog opened at first run</li>
<li>Link to blog added to main menu screen</li>
<li>Added ability to manually bridge into InsurancePro from a file</li>
<li>Added EULA to installation</li>
<li>Added prefilled ACORD Forms (See the FAQ for more information)</li>
<li>Added "Administrator" permission requirement to modify the agent on a policy</li>
</ul>urn:uuid:278VIN Problems Resolved - Agency Management BlogIt appears that the problems that we had with VIN validation was resolved over the weekend. 2010-11-15T16:16:00Z2024-03-19T05:52:04ZIt appears that the problems that we had with VIN validation was resolved over the weekend. We have not seen any issues with the VIN validation come in today.urn:uuid:279VIN Problems in InsurancePro - Agency Management BlogWe (and the rest of the Internet) are having name resolution problems. This appears to be affecting our VIN validation in InsurancePro. 2010-11-12T16:17:00Z2024-03-19T05:52:04ZWe (and the rest of the Internet) are having name resolution problems. This appears to be affecting our VIN validation in InsurancePro. The VIN is validated when you enter and leave the VIN field for any vehicle on the policy's detail screen. This problem will eventually correct itself. We apologize for the inconvenience.urn:uuid:280Surprise! We're here! - Agency Management BlogWelcome to the InsurancePro blog! We created this blog to provide insight into what's going on with InsurancePro.2010-11-01T16:18:00Z2024-03-19T05:52:04ZWelcome to the InsurancePro blog! We created this blog to provide insight into what's going on with InsurancePro, what we're working on, and what's being addressed in specific releases. If you see a prompt to upgrade, you can come here and see what's been updated. Information here will only pertain to InsurancePro 6.0. Our 5.x offering of InsurancePro (online only) will no longer be supported as of 12/1/2010.urn:uuid:242Customizable Page URLs for Insurance Website Builder Customers - Agency Marketing BlogHighlights of how to create a customizable page URL when you create an extra page on your insurance agency website.2010-10-27T15:33:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000013545883XSmall_thumb.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Introducing customizable page URLs for Extra pages especially for Insurance Website Builder customers. Now when you create an Extra page on your website you can add a descriptive web address, which is very advantageous for SEO. Here are the highlights:<br />
<br />
<ol>
<li>This feature is only available for Extra pages.</li>
<li>There are two fields to fill out, you must enter both fields in order for your page to be viewable.</li>
<li>You can enter your own words or choose the first field from a drop down menu.</li>
<li>You can use the handy View on Site Live link to view live web page, located beside the two fields.</li>
<li>You are only allowed certain characters in the fields: A-Z, a-z, 0-9, hyphens and underscores.</li>
<li>The maximum number of characters per field is 50.</li>
<li>The extension ".aspx" is automatically added to the page.</li>
</ol>
<br />
<br />
Here's what you need to remember to optimize for the search engines: <br />
<br />
<ol>
<li>Use insurance related keywords and geo-targets in the customized web addresses.</li>
<li>Make sure to separate keywords by either hyphens or underscores. This will make it easier for the search engines to read. </li>
<li>Make sure you don't duplicate keywords. For example, this is not acceptable, http://www.agencyname.com/homeowners-insurance/home-insurance.aspx.</li>
<li>Don't go crazy on the number of keywords you can add, there should be a maximum of two words per field.</li>
<li>Make sure the web address makes sense to a visitor, that the two fields are somehow connected. For example http://www.agencyname.com/auto-insurance/sr22.aspx.</li>
<li>Be careful not to duplicate existing pages URLs. </li>
</ol>urn:uuid:243Link Your Facebook To Your Twitter - Agency Marketing BlogFollow these easy step-by-step instructions on how to link your Facebook Page to your Twitter feed so you can share everything you publish with everyone you kno2010-10-15T15:39:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/fb-twit.png" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Social networking is one of the best, and now easiest ways to reach potential clients and customers directly. Follow these easy step-by-step instructions on how to link your Facebook Page to your Twitter feed so you can share everything you publish with everyone you know.<br />
<br />
<ul>
<li>Go to http://www.facebook.com/twitter/</li>
<li>Login, then select the button reading <em>Link a Page to Twitter<br />
</em></li>
<li>Your available pages should be listed with a button to the right that reads <em>Link to Twitter<br />
</em></li>
<li>Select the button corresponding to the page you wish to link</li>
<li>You will be redirected to a Twitter page asking for your Twitter Username & Password</li>
<li>Enter your login information and select the button that reads <em>Allow<br />
</em></li>
<li>You will be redirected back to Facebook and a list of <em>Settings to Edit</em> will be visible</li>
<li>You can choose to share any or all of the choices that include Status Updates, Photos, Video, Links, Notes, and Events</li>
<li>Feel free to leave all the selections chosen</li>
<li>Select <em>Save Changes </em>and you are now connected</li>
</ul>
<br />
You are now more connected to social networking and will easily generate twice as many postings.urn:uuid:288Internet Marketing vs. Traditional Marketing - Agency Marketing BlogIntegrating online marketing with offline marketing will enhance your returns while capturing a segment of the online marketplace.2010-08-30T09:22:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/online-marketing-methods1.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />With an increasing number of consumers turning to the Internet, it only makes sense to invest in online marketing. However, an online marketing initiative should not be thought of as a replacement for proven traditional methods. According to iProspect’s Offline Channel Influence on Online Behavior Study, 67% of search engine users were motivated to perform a search as a direct result of exposure to some form of offline marketing. An optimal marketing strategy will integrate online marketing efforts with traditional offline materials into a cohesive overall strategy. This integrated marketing method will enhance returns on traditional marketing efforts while capturing a segment of the online market. <br />
<br />
Integrated marketing is a strategic execution of all an agency’s marketing activities, online and offline, in a way that is consistent across all customer contacts. Doing so will create more value than when those activities are performed separately. For instance, including a website or blog URL in offline marketing messages will improve prospect’s experience while they are conducting online research. Too often insurance agencies overlook in-agency promotion by not including their website address on offline marketing materials, therefore inhibiting a prospect’s effort to learn more about the agency via the internet. Agencies should include their website or blog URL on voicemail, business cards, front door, email signatures, print and broadcast advertisements, on-hold messages, and letterhead. Conversely, offline marketing initiatives should be included online, such as promoting and displaying community reach efforts on the website and social networking sites. This increases exposure for the events. <br />
<br />
This multifaceted approach will increase an agency’s return on their marketing dollar by reinforcing and enhancing each advertising platform.urn:uuid:2898 Tips to Optimize Your Website for Google - Agency Marketing BlogWith a majority of insurance consumers starting their research online, building a website is a positive step forward in an agency’s marketing strategy.2010-07-31T09:29:00Z2024-03-19T05:52:04ZWith a majority of insurance consumers starting their research online, building a website is a positive step forward in an agency’s marketing strategy. However, just because you build a website, does not guarantee visitors will come. Capturing a portion of the online market will require an Internet marketing strategy. <br />
<br />
One area of that strategy should include search engine optimization, which is the process of increasing website traffic from search engines through preferred ranking in organic search engine results. With Google capturing more than 60% of the search engine market, they are a good reference point to use when developing a search engine optimization strategy.<br />
<br />
These 8 tips are a great starting point to optimize your website for Google.<br />
<br />
<strong>1. Include relevant and fresh content on your website</strong><br />
Matt Cutts, a member of Google’s Search Quality group, consistently tells webmasters “Great content has to be the foundation of every great website”. People that use a search engine are looking for information or a solution to their problem. In order to deliver quality results and answers to their users, Google constantly crawls the web looking for fresh content to index. Therefore, when searchers enter keyword terms, they are matched to relevant websites.<br />
<br />
<strong>2. Promote your website</strong><br />
Be a part of the conversations that are taking part online by participating in forums and blogs pertinent to the insurance industry. In doing so, always include links back to your website. When providing informative information to consumers and industry colleagues, you will find others will also link back to your website. These external links carry great weight with Google when determining the ranking of your site.<br />
<br />
<strong>3. Keyword research</strong><br />
Keyword research entails studying what words your potential clients would use when searching for your services. The keywords you determine need to be included in your website copy. To begin, ask yourself what keywords you think your clients would use to search for your services. Also talk to your customers and see if there are any keywords they associate with you. A great resource are your competitors’ websites. Also, there are search engine keyword research tools available, such as Google’s free Keyword Suggestion Tool. <br />
<br />
<strong>4. Descriptive URLS</strong><br />
An example of a descriptive URL would be <a href="http://www.sampleinsurancewebsite.com/automobile/car_insurance_quote.aspx%20">http://www.sampleinsurancewebsite.com/automobile/car_insurance_quote.aspx </a><br />
The text included in the URL for each page on your website is a ranking factor. In addition, the URL is displayed in the search engine results page, which can give potential visitors an additional nudge to click on your site.<br />
<br />
<strong>5. Alt text to describe your images</strong><br />
Alt text is used to provide a description of an image. This text will provide information to Google about the content and function of the images on your website.<br />
<br />
<strong>6. Include keywords in the Title Tags for each page</strong><br />
Title tags are used to describe a specific web page. The tag is visible in the title bar of your web browser and is displayed as the headline in the snippet provided by Google on the search engine results page. It is not uncommon for novice web designers to leave the title tag to the default “Home” or “Untitled”. <br />
<br />
<strong>7. Load times can be a factor in your rankings</strong><br />
Studies show when a site takes too long to load or display, users get inpatient and go on to look for another site. Therefore, to improve their user’s overall experience, Google does include the time it takes to load a website as a factor in determining website ranking. It is not a huge factor, but a slow loading page can be dinged by Google.<br />
<br />
<strong>8. Niche marketing</strong><br />
Trying to compete for broad keywords, such as “Insurance” is going to be difficult, particularly on a small budget. Target smaller markets and concentrate on dominating these niche markets. For instance, if you specialize in insuring beauty salons, focus your resources and keyword phrases to terms relevant to beauty salons.urn:uuid:244How to Create a Facebook Business Page - Agency Marketing BlogStep-by-step instructions on how to create a business Page on the new Facebook for insurance agencies.2010-06-22T15:43:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/iStock_000019997508XSmall.jpg" style="width: 200px; height: 142px; float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Social networking in this day and age is essential to businesses. Here are step-by-step instructions on how to create a business page on the new Facebook.<br />
<br />
<ol>
<li>Go to<a href="http://www.facebook.com/pages/create.php"> http://www.facebook.com/pages/create.php.<br />
</a></li>
<li>Select Local Business and choose the type of local business. Insurance agencies can select Professional Service.</li>
<li>Enter the name of your agency. It's best to enter the name of the agency rather than a slogan or catchphrase, it makes it better for branding in the long run.</li>
<li>Review the Facebook Terms and check the box to agree.</li>
<li>Click Create Official Page.</li>
<li>Select whether or not you have a personal Facebook page. It is more advantageous if you have a personal page, as Facebook allows a lot more capabilities for Page Administrators who have personal accounts.</li>
<li>If you do have a personal page, you will be asked to login.</li>
<li>If you do not have a personal page, then type in your email address.</li>
<li>Enter your password.</li>
<li>Enter your date of birth.</li>
<li>Enter the Captcha form – to make sure you’re human.</li>
<li>Review the Facebook Terms of Use and Privacy Policy and check the box to agree.</li>
<li>Click Sign up Now.</li>
<li>Facebook asks that you confirm your email address. Log in to your email and click on the link to complete registration.</li>
<li>Your page has been created!</li>
</ol>
<br />
Now that you have completed the basics, it’s time to customize your page. It’s crucial that you <strong>fill out as much information as you can to gain trust from your customers.</strong> Fill in the Basic and Detailed Info, as well as adding pictures to your profile. This can be a picture of yourself or your agents. A people picture is more favorable to a logo or storefront, as this builds trust with the potential customer and makes your agency more accessible and personable. Be sure to add a succinct description in the box under the profile picture.<br />
<br />
<strong>For Advanced Users</strong><br />
Add the Static FBML application. It stands for Facebook Markup Language which is Facebook’s version of HTML. Unfortunately you can only add the application if you have a personal page. Click on the link to Add to My Page. You will be able to add simple formatting like bold and italics, and you can also add anchor text.<br />
<br />
And there you have it, a comprehensive guide to creating a Facebook page.urn:uuid:292Agents Marketing with Online Video - Agency Marketing BlogExamples of insurance agencies using video to interact with prospects and clients online.2010-06-21T09:53:00Z2024-03-19T05:52:04ZAs the Internet evolves, so does the way insurance agents are marketing their agencies. With online video viewers reaching hundreds of millions on sites like YouTube and the ease of including videos on websites and blogs, more and more savvy insurance marketers are making the most of a new way of interacting with potential clients and customers.<br />
<br />
<strong>WHY do agents use online video?</strong><br />
<br />
To interact with their customers and prospects. Videos have a visual component that can make a personal and emotional connection that can easily be lost in a textual environment. Unlike the traditional sales pitch, online video is available anytime, 24/7. It also gives a website the WOW factor to keep your visitors on your site longer.<br />
<br />
<a href="http://www.getitc.com/blog/marketing/2010/06/07/how-to-create-videos-to-increase-insurance-sales#.T9tMb8VSSJs">Learn more about incorporating videos into your marketing plan.</a><br />
<br />
Here are a few examples of our website customers using videos:<br />
<br />
<strong><img alt="" src="/images/blog/AllAbout1.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />To Introduce the Agency</strong><br />
<br />
All About Insurance in Fort Worth, TX uses video on the<br />
home page of their website as a way to introduce and explain their agency’s philosophy.<br />
<br />
<br />
<br />
<br />
<br />
<br />
<strong><img alt="" src="/images/blog/Beeler1.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Display Customer Testimonials</strong><br />
<br />
Chris Beeler from Beeler Insurance posted a testimony from a customer who experienced great claim’s service after a house fire on Christmas eve.<br />
<br />
<br />
<br />
<br />
<br />
<br />
<strong><img alt="" src="/images/blog/HeritageInsurance1.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Sales</strong><br />
<br />
Greg Marcyniuk of Heritage Insurance posted a video on his blog that explains how his agency can help customers save on their insurance and still get great service.<br />
<br />
<br />
<br />
<br />
<br />
<br />
<strong><img alt="" src="/images/blog/IWBTrainingVideo3.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Education/Training</strong><br />
<br />
We use videos to demonstrate to our customers how easily they can edit content, add images and videos, create links and so on with the website dashboard in Insurance Website Builder. <br />
<br />
Agents use videos to educate customers on coverages and policy options.<br />
<br />
<br />
<strong><img alt="" src="/images/blog/Empower2.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Personalizing the Agency<br />
</strong><br />
Empower Insurance Group gets online visitors to laugh by showing their employees demonstrate How To Get Their Turkey On!urn:uuid:291How to Create Videos to Increase Insurance Sales - Agency Marketing BlogWhy and how videos help insurance agents interact online and increase insurance sales.2010-06-07T09:47:00Z2024-03-19T05:52:04ZAs the Internet evolves, so does the way insurance agents are marketing their agencies. With online video viewers reaching hundreds of millions on sites like YouTube and the ease of including videos on websites and blogs, more and more savvy insurance marketers are making the most of a new way of interacting with potential clients and customers.<br />
<br />
<strong>WHY create a video</strong><br />
<br />
<em>Visual</em> – Videos make a personal and emotional connection that can easily be lost in a textual environment.<br />
<br />
<em>On Demand </em>– Unlike the traditional sales pitch, online video is available anytime, 24/7.<br />
<br />
<em>Magnet</em> – Video can give a website a WOW factor that keeps your visitors on your site longer. <br />
<br />
<strong>HOW to create a video</strong><br />
<br />
The perception of video now is more personal than it was years ago. It doesn't have to be the best quality as long as it delivers the message effectively. With only a nominal investment in a video recording device, you could be on the path to creating your online video library.<br />
<br />
<em>Editing your video</em><br />
<ul>
<li>Windows Movie Maker is free video editing software included with the Windows Vista and 7 operating systems. A step-by-step instructional video for Movie Maker can be found at <a href="http://www.youtube.com/watch?v=JZXK68NS7gU">http://www.youtube.com/watch?v=JZXK68NS7gU</a></li>
<li>YouTube recently added a new online editor for videos posted on their site. YouTube user, Rewboss, demonstrates the new features at <a href="http://www.youtube.com/watch?v=4YsQ6f125GY">http://www.youtube.com/watch?v=4YsQ6f125GY</a></li>
<li>Camtasia, produced by TechSmith, can be used to record on-screen videos. This software, priced at around $300, gives the video producer several tools at their fingertips to create easy-to-follow online demonstrations.</li>
</ul>
<br />
<strong>PROMOTING your video<br />
</strong><br />
Once your video is produced, it’s time to show off your new video. While there are literally hundreds of internet sites you can post your video on, below is a good place to start. To your online traffic, be sure to include a link back to your website from other sites.<br />
<br />
<em>Website</em> – Adding video to any page on an Insurance Website Builder site is easy. <a href="https://www.insurancewebsitebuilder.com/support/videos/iwb/contenteditor/contenteditor.html">Check out our online How-To video.</a><br />
<br />
<em>Blog</em> – Most blogging sites will let you embed a YouTube video. To maximize your exposure, be sure include text about the video.<br />
<br />
<em>YouTube</em> – Sign up for a free YouTube channel to upload an unlimited amount of videos. YouTube videos can be no more than 10 minutes in length; however, by creating a playlist, you can link to part 2, 3 and so on of a video. BeforeandAfterTV published a great video on <a href="http://www.youtube.com/watch?v=_O7iUiftbKU">How to Upload a YouTube Video</a>.<br />
<br />
<em>Facebook</em> – If you haven’t created a Facebook page for your agency yet, we highly recommend you do. It is a great way to connect to current customers and brand your agency with new prospects. Linking to a video on Facebook is simple and viewable by anyone that Likes your Page.<br />
<br />
<em>Twitter</em> – Post a link to your video on your Twitter account. If you aren’t familiar with Twitter, check out the blog post <a href="http://www.getitc.com/blog/marketing/2010/05/22/twitter-101-for-an-insurance-agent#.T9tLG8VSSJs">Twitter 101 for Insurance Agents</a>.urn:uuid:293Texas Limited Auto Policies - Are They All the Same? - Agency Rating BlogWith the passage of Senate Bill 14 in 2003, auto insurance companies were permitted to file their own auto policy forms.2010-05-27T10:04:00Z2024-03-19T05:52:04ZWith the passage of Senate Bill 14 in 2003, auto insurance companies were permitted to file their own auto policy forms, with the Insurance Commissioner’s prior approval. This was a new concept for Texas auto agents and I must admit, when I had my agency, I shuddered at the thought of learning different policy forms for each company, let alone, trying to pass that knowledge onto my employees. Having started my insurance career in Florida, a state that allows companies to file their own forms, this wasn’t a new concept for me though.<br />
<br />
Initially, I shied away from offering the new policy forms. I spent an enormous amount of time and money educating my employees on underwriting and procedural changes with the carriers we wrote, the last thing I wanted to do was to add more to my workload, let alone increase my exposure for errors and omissions claims. Yet, as time went on and I started seeing more and more new forms being approved by TDI, I realized this wasn’t just a fad and I needed to take my head out of the sand. <br />
<br />
The next thing I could only hope for is that there was consistency in the policy language from company to company. I soon learned, I had no such luck. After reading over several of the new policy forms, I found the coverage from company to company (MGA to MGA) differed significantly. Even coverage from MGAs writing on the same County Mutual paper adopted different endorsements to the policy, therefore, even in that case I couldn’t be assured there was a consistency between policies. What I did find though, was two common areas of coverage that insurance companies addressed.<br />
<br />
<strong>Non-Owned Automobiles</strong><br />
<br />
The most common change I saw in several of the new forms was the restriction or exclusion of coverage for non-owned autos (newly aquired / replacement autos and rental cars). On the most part, the carriers I wrote for that filed their on auto policy, they reduced the days of coverage for physical damage from 30 days down to 10 or 14 days. However, I saw just a few of the carriers excluded coverage all together. Unless the vehicle was listed on the declarations page, physical damage coverage did not apply – period. Therefore, that meant if the insured purchased a new car on the weekend – he’d better leave it parked at the dealership until the endorsement can be done.<br />
<br />
<strong>Permissive Use Drivers</strong><br />
<br />
The next major deviation from the Texas Standard Auto Policy was how coverage applied to permissive- use drivers. In my days as a marketing representative, I heard many agents tell me “limited policies” just meant coverage didn’t apply to any driver that was not specifically listed on the policy. Unfortunately, that is simply not the case. How coverage applies to permissive-use drivers differs quite extensively from one company to the next. <br />
<br />
The Texas Standard Auto Policy covers all household residents, unless specifically excluded (thus the reason those pesky underwriters always want signed 515As). Coverage also extends to occasional drivers that have been given permission by the insured to drive the vehicle.<br />
<br />
Unfortunately, any agent that has sold a few auto insurance policies in their time, quickly learns there are a large number of parents out there that conveniently forget they have driving-age teenagers living at home with keys to the car. There is also the spouse on occasion that has had one too many tickets, accidents, or DUIs that the insured swears will never drive the vehicle. Based on the Texas Standard Auto Policy, when the undisclosed driver takes the car out and wrecks it, the insurance company still has to pay, even though the insurance company was not permitted to collect the adequate premium needed to cover the risk. To address this common occurrence in an attempt to keep premium/loss costs under control, many Texas insurance companies filed language to curb their exposure to undisclosed drivers. However, how the coverage applies (or doesn’t apply) to these permissive-use drivers is quite different from company to company. <br />
<br />
Companies that took the conservative approach essentially wrote their language to cover:<br />
<br />
<ul>
<li>Named Insured and drivers listed on the application;</li>
<li>Occasional Non-Resident drivers; and</li>
<li>Drivers listed on the application</li>
</ul>
<br />
Other examples of policy language include:<br />
<br />
Example 1:<br />
<br />
<ul>
<li>Named Insured and drivers listed on the application;</li>
<li>Permissive-use driver for up to 24 hours (consecutive or cumulative) and only minimum liability limits for those that drive the vehicle 24 hours or less</li>
</ul>
<br />
Example 2:<br />
<br />
<ul>
<li>Named Insured and drivers listed on the application</li>
<li>Liability coverage extends to the Named Insured, Listed Household residents with no coverage for Unlicensed drivers or Unlisted household residents; and</li>
<li>Physical Damage – NO coverage for ANY driver that is not listed on policy</li>
</ul>
<br />
On a good note though, I soon realized with the significant differences in policy language, Texas auto insurance agents were now permitted to sell on more than just price. To accomplish this, the communication between the company and the agent – and the agent and the consumer – must be clear and concise. <br />
<br />
With that said, do not be afraid to ask your marketing representative for a copy of their auto policy and all applicable endorsements. Read the language yourself, ask questions, and make sure you and your staff are fluent with the policy coverages you sell. If you are currently appointed with Affirmative Insurance, I highly recommend attending Keith Moon’s (VP of Business Development for Affirmative) continuing education class “Auto Policies – What’s the Difference?” Keith does a tremendous job outlining the coverage differences from several common carriers in Texas.<br />
<br />
Another common misconception among insurance agents only “non-standard” auto insurance companies customized their auto policy and limited coverage. I assure you, that is not the case. After SB14 was enacted, it didn’t seem to take long for most Texas auto insurance companies to adopt new language. <br />
<br />
I know I would be naive if I thought every agent in Texas would always sell the best coverage for the best price, not just sell the best price regardless of the coverage. With different policy forms being filed though, customized auto policy forms present a great opportunity for the professionals in the Texas auto insurance industry to set themselves apart from the rest. A professional takes the time to familiarize themselves with the products they sell and educate the consumer on the options available. While these customized forms do take more time to learn, more time to explain, the benefits for the consumer in price savings and the company is reduced loss costs can outweigh the inconveniences.urn:uuid:290Twitter 101 for an Insurance Agent - Agency Marketing BlogSome best practices and tips for insurance agents using Twitter.2010-05-22T09:32:00Z2024-03-19T05:52:04ZTwitter is a micro-blogging service that enables users to send short messages, which are called tweets. The tweets can only be up to 140 characters in length and are posted on your profile, your “followers’” profiles, and if you choose, can be posted publicly.<br />
<br />
Its application has many uses for both individuals and businesses. On an individual basis, users can quickly broadcast information to their friends and family about what they are up to.<br />
<br />
Insurance agents are using Twitter as a tool to broadcast the agency’s latest news, interact with customers, find potential customers, learn what the public is saying about their agency, and follow their competition. Author, Bill Tancer of Hitwise, recently published an article in Time Magazine citing “While it is easy to dismiss Twitter as a kid’s online chat tool; its real demographics reaches into the business world”.<br />
<br />
<strong>What Are Some Best Practices/Tips for Using Twitter?</strong><br />
<ul>
<li>Post your picture or logo.
<ul>
<li>It’s no secret with insurance being an intangible product, what we often find is we are selling ourselves. Add that personal touch by posting your picture.</li>
</ul>
</li>
</ul>
<ul>
<li>Don’t be a Tweeterbox. A Tweeterboxer is someone that posts too many messages, in other words, talks too much. It’s a surefire way to get your followers to leave.</li>
</ul>
<ul>
<li>Keep your Twitter profile real by promoting local community events, other articles your customers may find of interest, and even short stories about yourself and your staff.</li>
</ul>
<ul>
<li>Don’t sell. Offer content of value to your followers to keep them following. For example, answer common questions your agency receives, such as:
<ul>
<li>Why is my house insured for more than it’s worth? (Replacement Cost)</li>
<li>Is there a grace period on auto insurance?</li>
<li>What is non-owners insurance?</li>
<li>Does my policy cover anyone that drives my car?</li>
</ul>
</li>
</ul>
<br />
The intent is to drive traffic to your website, where the user has the opportunity to learn more about your agency. To accomplish this, post the question on your Twitter profile with a link to answer posted in a blog on your website.<br />
<br />
<strong>What is a Blog?</strong><br />
<br />
Short for “Web Log”, a blog is a shared online journal that is frequently updated for the general public’s viewing. Insurance Website Builder has a built-in blog option. The blog system allows you to place unlimited logs on your site. Furthermore, readers have the ability to link your blog to any number of social networking sites automatically through our easy Bookmark widget. Others linking to your site increases your search engine rankings.<br />
<br />
<strong>Free Helpful Twitter Tools</strong><br />
<br />
With the restraint of only 140 characters, often times including a lengthy website link to a blog can present a problem. There are several free sites that create a shortened link that will redirect to your site. <br />
<br />
<a href="http://www.tinyurl.com">www.tinyurl.com</a> <br />
<br />
We used tinyurl.com to shorten a link to an article we posted about employee theft. The link to the article was 79 characters long – <!--[if gte mso 9]><xml>
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http://www.getitc.com/blog/role_of_automation_in_preventing_employee_theft.aspx<br />
<br />
We visited www.tinyurl.com and created an alias www.tinyurl.com/EmployeeTheft. The benefit of tinyurl.com (other than being free) is you can often times dictate what the alias link will be; in this case, we were able to choose “EmployeeTheft”. However, tinyurl.com does not provide any tracking mechanisms. <br />
<br />
<a href="http://www.inek.net">www.inek.net</a><br />
<br />
Inek.net will also create a shorter alias for a lengthy link. While with this free service you are not able to dictate the alias name, you can measure the number of clicks that site receives. Every good marketing plan includes a measurement tool.urn:uuid:245SEO: The Layered Strategy Approach? - Agency Marketing BlogSEO is a very complex concept yet is incredibly important to an overall interactive marketing initiative.2010-05-21T16:00:00Z2024-03-19T05:52:04ZSearch engine optimization (SEO) is a very complex concept. However, it is important to realize that in spite of this fact, it should be considered as being a very important aspect of an overall interactive marketing initiative. Why? Quite simply because your prospective clients trust the search engine service providers like Google, Yahoo, and Bing.<br />
<br />
As a busy agent you may not be aware of the unprecedented paradigm shift that has been occurring in your industry. This paradigm shift is the ever growing transition of traditional marketing expenditures moved over to interactive marketing expenditures.<br />
<br />
One dynamic of interactive marketing is SEO. A prudent surface level approach to SEO strategy needs to communicate the often complex dynamics in a way that provides clarity. One way to achieve this is by what I call the Layered Approach.<br />
<br />
So how does the Layered Approach work? Well the approach is broken down into logical dynamics that when put together are very easy to understand. Here is the approach:<br />
<br />
<strong>Layer #1:</strong> Achieve maximum exposure. This means a goal of getting to the first page of the search engines. This is critical because if your listing is not on the first page you do not have the very best chance of being discovered. Research tells us that less than15% of searchers go past the 2nd page of results (source: Georgia Institute of Technology). Therefore, getting to the 1st page is imperative.<br />
<br />
<strong>Layer #2: </strong>Make your listing stand out. Now once you have achieved that coveted 1st page ranking, what is it about your snippet or listing that is likely to compel someone to click on yours instead of another listing? The answer lies in just exactly how well your title tag and meta tag has been designed. If your listing does not have a call to action and/or some sort of hook, it is less likely to be chosen. Take time to really think about what it is that you bring to the table in terms of a unique value proposition in your market. Be sure to make it clear and concise. You only get a limited amount of space in this listing so make sure you are achieving the highest level of efficiency possible.<br />
<br />
<strong>Layer #3: </strong>Provide an easy to acclimate environment. Now that your visitor has arrived, what is it that is going to make them stay a while and check out what you have to offer? This is difficult to control but there are some things you can do to raise your chances of keeping the visitor's attention and preventing a high bounce rate metric. Here are some questions to consider:<br />
<br />
<ul>
<li>Does your site offer a clear call to action?</li>
<li>Is it professional?</li>
<li>Is it easy to navigate?</li>
<li>Does it provide click efficiency?</li>
<li>Does it effectively communicate your value proposition?</li>
<li>Does it provide a logical navigation menu?</li>
<li>Is the content practical and have the potential to satisfy your visitors pain points?</li>
<li>How fast do your pages load?</li>
<li>Does it provide dynamic up to date content?</li>
</ul>
<br />
<br />
The Layered Approach strategy enables you to be able to grasp the initiative in a way you can understand. If you are looking for just the right SEO marketing strategy for your agency, please feel free to call Mark Goldsberry for a FREE consultation at 800-383-3482 x160.urn:uuid:246Your Facebook Business Page Needs a Username - Agency Marketing BlogGet rid of the default Facebook Page username and customize your Facebook Page web address.2010-05-19T16:07:00Z2024-03-19T05:52:04ZWhen first creating a <a href="http://www.facebook.com/pages/create.php">Facebook Business Page</a>, Facebook assigns a web address according to the city the business is located in the form www.facebook.com/pages/City-Name/Company-Name/999999999999. This is not ideal for a business trying to build a brand. There is, however, a fix. If your page has 25 or more fans (or likes), if you are the administrator of the page and you have a unique name in mind you can customize your Facebook Page web address. Bear in mind that you will not be able to change the username once you've chosen it, so make sure it is absolutely correct. Here's how to do it:<br />
<br />
<ol>
<li>Log in to Facebook.</li>
<li>Go to <a href="http://www.facebook.com/username/">http://www.facebook.com/username.<br />
</a></li>
<li>Select Set a username for your Pages.</li>
<li>Facebook provides a drop-down menu of all the pages you administer. Select the appropriate page.</li>
<li>Type in the desired name. It should be the name of the company rather than your main kp, as keyword phrases can change but your company name will not. You will not be able to change the address once you've chosen it. Make sure it is spelled correctly.</li>
<li>Click Check Availability.</li>
<li>If available, do one last check of spelling and make doubly sure that this is the username you want. </li>
<li>Click Confirm.</li>
</ol>
<br />
Your business page now has a customized web address.urn:uuid:247Setting Up Twitter on Your Website - Agency Marketing BlogStep-by-step guide to putting Twitter on your insurance agency website.2010-04-23T16:11:00Z2024-03-19T05:52:04ZTwitter is a very powerful social networking platform that can significantly increase the number of visitors to your website, if used correctly. Insurance Website Builder websites have the capability to automatically tweet with appropriate web addresses, any changes made to the website, e.g. updating pages, posting blogs, adding content. This is great for busy agents like yourselves.<br />
<br />
<ol>
<li><strong>Set up a Twitter account.</strong> Go to <a href="http://twitter.com">http://twitter.com</a> and sign up for a account. Your user name should be your company name rather than your main keyword phrase (kp). A company name is better in the long run, as you will be changing out your main kp in a few months, and you would have to start your campaign all over again.</li>
<li><strong>Make it look nice.</strong> Customize your account with your main kp as best as you can. The bio line should include your main kp. Make sure to include your website address in the profile settings. Your background and link colors should match your home site. If possible make your image a 72 pixel by 72 pixel version of your company logo. Nothing turns away a visitor faster than a default-looking, no-customization page.</li>
<li><strong>Network with your website.</strong> Log in to the Admin Console, under Communication Settings, click on Social Networking Settings. Enter your user name and password and make sure to check the box that says Enable Twitter Posting. Now every time you make a change to your website, Twitter will know about it. </li>
</ol>
<br />
Twitter is a great way to communicate with current and potential customers. Even though the website automatically tweets for you, don't let that be the only thing your feed is about. Integrate community news and events, current affairs, insurance news, and company news and promotions, to make your status updates more interesting. Happy tweeting!urn:uuid:248Twitter for Businesses - Agency Marketing BlogWith Twitter releasing their new business model Promoted Tweets, more businesses may want to look at creating a Twitter account.2010-04-14T16:13:00Z2024-03-19T05:52:04ZWith Twitter releasing their new business model Promoted Tweets, more businesses may want to look at creating a Twitter account. Check out Twitter 101 - a Special Guide for Businesses thinking about tweeting.<br />
<br />
<a href="http://business.twitter.com/">http://business.twitter.com/</a><br />
<br />
Learn how to <a href="http://www.getitc.com/blog/marketing/2010/04/23/setting-up-twitter-on-your-website#.T9ZhJ8XpWGo">automatically tweet</a> from your Insurance Website Builder website.urn:uuid:249Ever Googled Your Insurance Agency's Name? - Agency Marketing BlogAn explanation of Google's process for delivering results and what makes up the pieces of those results.2010-04-13T16:21:00Z2024-03-19T05:52:04ZEver wonder what exactly makes up the pieces of the search results you see at Google? Before that question can be answered, the process of how Google delivers results must be understood. There are three key processes in delivering search engine results.<br />
<br />
First, Google crawls the world wide web and accumulates information about websites and their content. The program Google uses to accomplish this task is referred to as Googlebot. Googlebot uses an algorithmic process to determine which sites to crawl, and how many pages to read from each site. Next Google compiles a massive index of all the words and locations of the sites it crawled.<br />
<br />
When a Google user enters a query, Google returns a result they feel is most relevant. The results that are displayed are referred to as Snippets. In general, Google reserves the right to display what they feel is best for their users. However, you have a great deal of control about what is displayed about your agency on Google.<br />
<br />
<blockquote><img alt="" src="/images/blog/google_serp.jpg" /><br />
</blockquote><br />
<br />
There are three primary components that make up a snippet.<br />
<br />
<strong>Title</strong><br />
The first line of the Snippet is the title. The title displayed comes from the title of your webpage. We have found many websites where the designer will overlook this very important step when designing websites for their customers. WebPages not titled will appear in search results with the title as "Untitled" or "Home Page" which does not encourage the consumer to click and learn more. Whereas a title listing your agency name and a slogan or short concise description of what your agency offers would encourage the consumer.<br />
<br />
<strong>Description</strong><br />
The description listed by Google typically comes from one of three places.<br />
<br />
<ul>
<li>Open Directory - If for some reason, when Google attempts to "crawl" a site and they are unable to read it, Google will then sometimes rely on the Open Directory Project, which is listed at <a href="http://www.dmoz.org">www.dmoz.org</a>.</li>
<li>Within the Page - Sometimes, Google pulls the description from within the page. Google determines what part of the page it will use so the description gives some context as to what the page contains.</li>
<li>Meta Description Tag - the most preferred method and where you have the most control of what description is displayed is the Meta Description Tag which is included in the code of your website. By including a Meta Description Tag, you have the ability to dictate what is displayed about your site.</li>
</ul>
<br />
<br />
<strong>Descriptive URLs</strong><br />
The last component displayed is the link to your website or the page on your website that meets the searchers' query. Providing a descriptive URL is another key aspect to converting a searcher. For instance, a URL such as www.sampleinsurancewebsite.com/page.php?id=5134, doesn't tell the searcher they have landed in the right spot, whereas a URL such as http://www.sampleinsurancewebsite.com/automobile/car_insurance_quote.aspx will.<br />
<br />
<strong>Insurance Website Builder</strong><br />
Every website we design, we include a descriptive title, on-target description, and all of the URLS quickly identify to the searcher what they contain. In addition, through our admin console, our users can update their titles and descriptions at any time and is easy as using any word processor.urn:uuid:250Web Statistics and Tools - Agency Marketing BlogLinks that will show you how to set up web statistics and tools to measure and trace your insurance agency website.2010-04-08T16:32:00Z2024-03-19T05:52:04ZSetting up web statistics and tools can be very helpful in tracking your website. You can set up webmaster tools for <a href="http://www.google.com/webmasters/">Google</a>, <a href="http://l.yimg.com/pv/static/misc/index.html">Yahoo</a> and <a href="http://www.bing.com/toolbox/webmaster/">Bing</a> and <a href="http://www.google.com/analytics/">analytics for Google</a>. The webmaster tools help you see if the various search engines are able to crawl your site and if there are any errors stopping them from doing so. The analytics tool helps you track the numbers of visitors to your site, how many of those are returning or new; which websites are referring those visitors; and overall traffic to your website among other things.<br />
<br />
Click on the following links below to learn how to set up these tools for your <a href="http://www.getitc.com/products/websites/">Insurance Website Builder</a> site:<br />
<br />
<ul>
<li><a href="http://support.insurancewebsitebuilder.com/support/iwb/afmmain.aspx?faqid=1">Google Webmaster Tools</a> - Watch a <a href="http://support.insurancewebsitebuilder.com/support/iwb/afmmain.aspx?faqid=1">video intro</a> from Google.</li>
<li><a href="http://support.insurancewebsitebuilder.com/support/iwb/afmmain.aspx?faqid=197">Yahoo Site Explorer</a></li>
<li><a href="http://support.insurancewebsitebuilder.com/support/iwb/afmmain.aspx?faqid=194">Bing Webmaster Center</a></li>
<li><a href="http://support.insurancewebsitebuilder.com/support/iwb/afmmain.aspx?faqid=69">Google Analytics</a></li>
</ul>urn:uuid:251Show Up Your Competition and Generate Online Referrals - Agency Marketing BlogOne of the primary drivers to increase your online visibility is to increase your ranking with the search engines, such as Google and Yahoo.2010-04-06T16:39:00Z2024-03-19T05:52:04Z73% of insurance consumers used the Internet to research auto insurance last year. Therefore, increasing your ability to be found online is a critical component to compete in today’s environment. One of the primary drivers to increase your online visibility is to increase your ranking with the search engines, such as Google and Yahoo. A heavily weighed factor used by search engines to determine your placement on a search results page is the number of external websites that refer back to your site. These links from other websites to yours are called backlinks or are also referred to as inbound links.<br />
<br />
Explore who is referring online visitors to your competitor's website. Visit <a href="http://www.opensiteexplorer.org">http://www.opensiteexplorer.org,</a>, type in your competitor's website address and click on Search. REMOVE By default, Yahoo will provide a list of all of the pages that are included on your competitor's site. To get a list of referring websites, click on Inlinks and then under the drop down box Show Inlinks; select Except from this domain. Be sure to check out who is referring your website while you are there.<br />
<br />
Just as you receive credibility when someone refers business to your agency, your website receives credibility with the search engines when an external website refers to it. Backlinks improve your rankings on search engines and also entice visitors to come to your website.<br />
<br />
Five Tips to Get Free Referrals (backlinks) to Your Website<br />
<br />
1. <strong>Forum Posting.</strong> There are several forums online where consumers post their insurance-related questions. These forums offer a great opportunity for insurance agents to get online exposure by posting answers to their questions. More importantly though, many of these forums allow you to include a link back to your website in the signature line included with your answer. A great example of such a forum is <a href="http://ampminsure.org">ampminsure.org</a>.<br />
<br />
2. <strong>Article Marketing.</strong> Submitting short insurance-related articles to sites, such as Ezine Articles, is another very effective way to get quality backlinks. Joining EZine is free, however, they do uphold strict guidelines that prevent people from spamming their sites with sales ads. Keep the article informative and educational to show that you are an expert in your field. For example, write a short article on why it is important to carry renters insurance or outline the criteria involved in determining a rate for auto insurance. When submitting the article, be sure to include your link as part of your signature.<br />
<br />
3. <strong>Social Networking Sites.</strong> Including an informative blog on your website meets another demand of search engines by keeping your website full of fresh and relevant content. Insurance related blog posts will be chalked full of keywords that your prospects search for when looking for insurance. To get the maximum benefit of your website blog posts, use social media sites such as Facebook and LinkedIn to refer your followers back to your blog. Social media sites are a great way to develop a loyal following as well as get quality backlinks.<br />
<br />
4. <strong>Industry Association Backlinks.</strong> Industry associations are typically a great place to network and share ideas with other colleagues. Contact your industry association and ask if they accept short articles or blog posts from members. Again, always be sure to include your website address in your signature.<br />
<br />
5. <strong>Company Backlinks.</strong> Company backlinks are probably the easiest to obtain. Most companies include a “Find an Agent” section on their website. Check these sections and make sure they are listing your website next to your agency name.urn:uuid:252How to Get Your Business Ranked Higher in Local Google - Agency Marketing BlogHaving your insurance agency website show up in Google Places search results can be very beneficial to increasing traffic to your website. 2010-04-05T16:47:00Z2024-03-19T05:52:04ZHaving your website show up in local Google maps, now called Google Places, search results can be very beneficial to increasing traffic to your website. One way to do that is to fill in as much information as you can on the listing.<br />
<br />
<strong>ONE</strong><br />
<br />
<ol>
<li>First find your business on Google maps, or add it here <a href="http://www.google.com/local/add/businessCenter">http://www.google.com/local/add/businessCenter</a>. (Note you will have to verify your address first, either by phone or snail mail.) </li>
<li>Add as much information as you can, fill out every field, upload pictures and logos, even videos if you have them. Make sure your main kp appears as well. Google has a very handy article to help - Google Places Help for Business Owners.</li>
</ol>
<br />
<strong>TWO</strong><br />
<br />
The other way to get your business listing higher in the local results is to <strong>get your customers to write reviews</strong>. The more good reviews you have, the more precedence Google will give to your listing.<br />
<br />
<strong>UPDATE:</strong> Here is an excellent <a href="https://plus.google.com/106721555862304882982/about?gl=US&hl=en-US">example</a> of an insurance agent keeping up with reviews. If you were a customer, wouldn't you be inclined to visit this agency?<br />
<br />
<ol>
<li>To find your business listing go to <a href="http://maps.google.com">http://maps.google.com</a> and type in your business name and the city and state it's located in. </li>
<li>Once you find it, click your agency's name. This will take your company's page for Google Maps.</li>
<li>Copy the listing's web address and paste into an email. This will be a very long link so you will have to use anchor text.</li>
<li>Send it to all your customers and even friends and family. Ask to them write a review by logging in to Google and then click on the Write a Review link on your company's page.</li>
</ol>
<br />
That's it! That's all you have to do. Of course you could also spend every waking moment getting anyone you can to write a review for you. But that's up to you.<br />
<br />
Similar factors affect <a href="http://listings.local.yahoo.com/">Local Yahoo</a> and <a href="http://www.bing.com/businessportal/">Local Bing</a>. It only takes a few minutes and is well worth the effort.<br />
<br />
Read more about how you can <a href="http://support.google.com/places/bin/answer.py?hl=en&answer=148047">help users find your business</a> on Google.<br />
<br />
<iframe width="640" height="360" frameborder="0" src="http://www.youtube.com/embed/TpZan96KHOM"></iframe>urn:uuid:253How Facebook Boosts Rankings - Agency Marketing BlogFacebook and other social networking sites form an integral part of SEO. Resources for how to get the most out of Facebook.2010-04-02T16:53:00Z2024-03-19T05:52:04ZFacebook, and indeed all social networking sites form an integral part of SEO. One of the advantages of signing up for a Facebook profile is creating backlinks from a highly ranked website (PageRank 9/10), but also building a network among like-minded people.<br />
<br />
These articles show how to get the most out of Facebook:<br />
<br />
<ul>
<li><a href="http://www.marketing-jive.com/2007/09/11-business-benefits-of-using-facebook.html">11 Business Benefits of Using Facebook Applications</a></li>
<li><a href="http://www.articlesbase.com/seo-articles/how-to-get-maximum-benefits-from-facebook-marketing-1483046.html">How to Get Maximum Benefits from Facebook Marketing</a></li>
<li><a href="http://www.aboutus.org/Learn/7-Simple-Facebook-Page-Tricks">7 Simple Facebook Page Tricks</a></li>
</ul>urn:uuid:254How to Create Effective Backlinks - Agency Marketing BlogCreating effective backlinks are essential to a successful SEO campaign for any insurance agency's online marketing strategy.2010-04-01T16:59:00Z2024-03-19T05:52:04ZCreating effective backlinks are essential to a successful SEO campaign.<br />
<br />
A backlink is link from another website coming into your own website. Backlinks contribute to the PageRank (PR) of your website. A backlink must include your main keyword phrase (kp) in the anchor text. This means creating a link with the words of your main kp e.g. Dallas Car Insurance rather than using the web address as a link or even "Click Here" or "Visit Us".<br />
<br />
Backlinks only help to boost rankings if they are from high ranking, high quality websites, in other words websites with a high PR. Ranked out of 10 websites with PR 4 and upwards are worthy sites. Websites with lower PRs are good but more backlinks from this type of websites are needed to equal a website with a high PR. You can check PR by downloading the <a href="http://www.google.com/toolbar/ie/index.html">Google Toolbar</a>.<br />
<br />
You can post a backlink in business directories, local directories, social networking sites and other blogs.<br />
<br />
Here are some directories where you can post your link for free.<br />
<ul>
<li><a href="http://www.google.com/toolbar/ie/index.html">Local Google</a></li>
<li><a href="http://local.yahoo.com/">Local Yahoo</a></li>
<a href="http://www.bing.com/local/">
<li>Local Bing</li>
</a>
<li><a href="http://www.yellowpages.com/">Yellow Pages</a> - PR 8/10</li>
<li><a href="http://www.superpages.com/">Super Pages</a></li>
<li><a href="http://www.local.com/">Local.com</a> - PR 7/10</li>
</ul>
<br />
Make sure to add your website address and wherever possible with your main kp.<br />
<br />
Read about <a href="http://googlewebmastercentral.blogspot.com/2008/10/good-times-with-inbound-links.html">inbound links</a> straight from the horse's mouth (Google).<br />
<br />
Read more about <a href="http://www.aboutus.org/Learn/What-PageRank-Means-for-Your-Website">What PageRank Means for Your Website</a>.urn:uuid:255How to Choose a Main Keyword Phrase - Agency Marketing BlogA main keyword phrase (kp) is the most important part of SEO. This is the phrase you would like consumers to search for and find your insurance agency website.2010-03-31T17:02:00Z2024-03-19T05:52:04ZA main keyword phrase (kp) is the most important part of your SEO campaign. This is the phrase you would like potential customers to use to find your website in the search engines. It is used as an anchor text to link back to your website. It must also appear as is without any variations, at least 3-5 times on your homepage.<br />
<br />
A main kp normally consists of 3-4 words. Any more or less will dilute the effect your SEO campaign. A main kp can take two main forms:<br />
<ol>
<li>Geo-target Line of Business e.g. Dallas car insurance</li>
<li>Line of Business in Geo-target e.g. Car insurance in Dallas</li>
</ol>
<br />
The geo-target can be a city, county or state. It can be the city your main offices are in, a place that you would like to attract a larger customer base from or a new area that you would like to break through to. If you cover multiple cities then the county that encompasses all of them or even your state will be beneficial.<br />
<br />
Some things to consider when choosing a geo-target:<br />
<ul>
<li><strong>A city is what most potential customers search by</strong>. If it is a common name, it may be necessary to add a qualifier, eg. the "TX" in Dallas TX Car Insurance.</li>
<li><strong>Consider the number of search results in your decision</strong>. Do a search in Google for the different geo-targets with the line of business, and see how many other companies/entities you are competing with. The larger the area, the more entities you are competing against e.g. State vs. City. If the results run in the millions then it may not make sense to pursue that keyword. Consider adding a qualifier or changing the geo-target altogether to reduce the number of results.</li>
<li>Choosing a lesser known or smaller city will get you to the top of search engines faster as there are not many entities you are competing with. However, that may also mean that less people will consider using a smaller city to search by.</li>
<li>Not many people search for insurance by county; however, if you feel it most accurately describes your geo-target then go for it.</li>
<li><strong>Choosing a state as a geo-target will have the largest pool of competitors.</strong> You should think seriously about choosing a state, as this will take longer to show favorable results.</li>
</ul>
<br />
Some things to consider when choosing a line of business:<br />
<ul>
<li>Choose a line of business that you want to attract the most new customers with.</li>
<li>Choose a line of business that you can guarantee will get most the new customers and then entice them with another line of business once you have them.</li>
<li>Consider the number and kind of competitors for that line of business; if you have numerous competitors in your area who concentrate on auto insurance, then it may be viable to focus on something else like home insurance which may get you to the top of search engines faster.</li>
</ul>
<br />
Bear in mind that the main kp you choose is not the be all and end all of your SEO campaign. With this type of “natural” SEO, it can take up to a month or two to see favorable results. However if you find after two or three months, this main kp is not working for you, then change it to another geo-target or line of business.<br />
<br />
You can also create secondary and tertiary kps. These are normally in the form of the same geo-target but with different lines of business. You can add these to the page keywords or anywhere else it is necessary.<br />
<br />
As with all SEO, no guarantees can be made with regards to results. Consult your SEO Coordinator to determine what is best for your agency.urn:uuid:256How to Write an Optimized Blog Post - Agency Marketing BlogKeyword phrases (kp) are the most important elements of SEO for insurance agency websites. 2010-03-30T17:06:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/blogging_thumb.png" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />Keyword phrases (kp) are the most important elements of SEO. Insurance Website Builder customers can log in to the <a href="http://www.insurancewebsitebuilder.com/Admin/login.aspx?ReturnUrl=%2fadmin%2fblog.aspx">administration console</a> to blog on their website.<br />
<br />
<strong>Title -</strong> The title of your blog post must have some keywords in it. For example, Dallas Auto Insurance, New rate cuts for Dallas Auto Insurance, Fresh focus on Home Insurance in Dallas etc. Google loves fresh content, and if that content has your keywords in it Google will pick up on it and associate it with your website. Also, IWB websites automatically converts the title of your post to a URL, which once again helps the search engines find your website easier.<br />
<br />
<strong>Body - </strong>The body of your blog post must not be too long, ideally 1-2 paragraphs, maximum of 3 paragraphs. People do not want to spend too much time reading, so the shorter and more concise your post the better. Always include links back to your website. Make sure those links include anchor text or the actual <a href="http://www.getitc.com/blog/marketing/2010/03/31/how-to-choose-a-main-keyword-phrase#.T9ZslMXpWGo">keyword phrases</a>. Do not link “Click here”, “Visit us”, “www.agencyname.net.” The more links that go back to your website the better. The links do not necessarily have to link to the homepage. If you have something interesting to say about health insurance, link back to the health insurance page or even the quote forms. Just make sure you have at least one backlink in your post.<br />
<br />
<strong>Pictures - </strong>Add pictures to your entries. These help to make your posts more interesting and break up the content. Make sure you have permission to add them.<br />
<br />
<strong>Content - </strong>Writing your own content is highly recommended – it’s unique to you and therefore more valuable. However if you don’t have the time to write something yourself, you can re-post news articles, community news, industry news on your blog. Just make sure you cite the source, with the original web address. If you are copying insurance articles on to your blog, make sure to delete links to other insurance agents websites. You can still link something within that article back to your website. It’s important to blog at least once a day or as often as you can. If you cannot do it yourself, perhaps get another agent or secretary to do it, as long as you have fresh content. Ask questions in your blog posts. This gets your readers thinking, and they can now post their comments in <a href="http://www.getitc.com/blog/marketing/2011/06/10/weve-added-new-features-to-insurance-website-builder#.T9ZsvMXpWGo">Insurance Website Builder's new blog commenting section</a>.<br />
<br />
<strong>Tags - </strong>Also known as keyword or blog tags. Tags help you to categorize your posts, which makes it easier for people as well as search engines to find your blog entries. Make sure to use the same tag whenever you can, rather than variations of that tag, e.g. use blog instead of blogging, blog entries or blog posting. This helps us find entries easier and especially with the way Insurance Website Builder websites use them, make the search engines find them easier too. Insurance Website Builder websites handily displays all tags used to the right of every blog you post.<br />
<br />
<strong>Additional Resources:</strong><br />
<br />
<ul>
<li><a href="http://www.getitc.com/blog/marketing/2010/12/08/to-blog-or-not-to-blog#.T9ZtAsXpWGo">To Blog or Not to Blog</a></li>
<a href="http://www.getitc.com/blog/marketing/2010/03/31/how-to-choose-a-main-keyword-phrase#.T9ZtDsXpWGp">
<li>How to Choose a Main Keyword Phrase</li>
</a>
<li><a href="http://maryawrites.wordpress.com/2010/12/21/top-blogging-tips-by-best-bloggers/">Top Blogging Tips</a> by the Best Bloggers </li>
</ul>urn:uuid:257How to Optimize Your SEO Settings - Agency Marketing BlogWhat information to enter into the SEO settings section of the Insurance Website Builder administration console.2010-03-29T17:13:00Z2024-03-19T05:52:04ZThis information should be entered in the SEO Settings section of the administration console. <a href="http://www.insurancewebsitebuilder.com/support/videos/iwb/SEOSettings/SEOSettings.html">Watch a video</a> on how to optimize your SEO settings for your Insurance Website Builder website.<br />
<br />
<strong>Page Title</strong><br />
<ul>
<li>Should be the <a href="http://www.getitc.com/blog/marketing/2010/03/31/how-to-choose-a-main-keyword-phrase#.T9ZtDsXpWGp">Main Keyword Phrase</a> (kp)</li>
<li>Must 60-70 characters long (including spaces)</li>
<li>The main kp is normally 3-4 words long in the format “Geo-target Line of Business”, e.g. Dallas Auto Insurance, Cheap Dallas Home Insurance, Dallas TX Contractors Insurance</li>
<li>Only insert the main kp. The Website automatically adds “ - Company Name” at the end</li>
</ul>
<br />
<strong>Site Description</strong><br />
<ul>
<li>Must be 150-160 characters (including spaces)</li>
<li>Must include main kp</li>
<li>Must describe the website, what it offers, what the company specializes in</li>
<li>Must be a full sentence, i.e. humans read this, so it must make sense, with a full stop at the end, appropriate capitalizations etc.</li>
<li>Can include areas covered, e.g. cities, counties, state</li>
<li>Do not include address, hours of business</li>
</ul>
<br />
<strong>Page Keywords</strong><br />
<br />
<span style="text-decoration: underline;">Note:</span> The top 3 search engines, Google, Yahoo and Bing, do not take page keywords (meta keywords) into account when ranking a website. As such, these are not important if you want to rank in the top 3. However the smaller search engines may still use this data, so it's best to add some.<br />
<ul>
<li>Must be at least 10-15 keywords</li>
<li>Must be comma delimited</li>
<li>First keyword must be main kp</li>
<li>Can include derivatives of main kp e.g. home insurance, home, insurance etc.</li>
<li>Each keyword must be present somewhere on the homepage, be it in the main body or navigation.</li>
<li>Can include areas covered</li>
<li>Do not include zipcodes, area codes</li>
</ul>
<br />
Read more about how this is reflected on <a href="http://www.getitc.com/blog/marketing/2010/04/13/ever-googled-your-insurance-agencys-name#.T9ZuGMXpWGo">Google's Search Engine Results page</a>.urn:uuid:258Off-Site Optimization - Agency Marketing BlogOne of the two main components of SEO is off-site optimization. Off-site optimization involves backlinking to your insurance agency website.2010-03-26T17:16:00Z2024-03-19T05:52:04ZOne of the two main components of SEO is off-site optimization. Off-site optimization involves putting links on other websites to your own website, otherwise known as <a href="http://www.getitc.com/blog/marketing/2010/04/01/how-to-create-effective-backlinks#.T9ZuhMXpWGo">backlinking </a>or inbound links. The other is on-site optimization.<br />
<ul>
<li>Social networking sites. You can create Twitter, Facebook and Linked In profiles or any other type that is popular, and then link those back to your homepage.</li>
<li>Commenting on blogs. You can comment on other insurance blogs, or blogs in general and put your web address in the comment.</li>
<li>Google likes fresh content. One way to do that is to <a href="http://www.getitc.com/blog/marketing/2010/03/30/how-to-write-an-optimized-blog-post#.T9Zum8XpWGo">blog on your website</a>. You can find this in the Admin Console under Communication Settings. You can have links that link to other pages in your website. You can blog about interesting news articles, community news, financial news, any promotions your business is holding. <a href="http://www.insurancewebsitebuilder.com/support/videos/iwb/blog/blog.html">Watch a video</a> on how to blog on your IWB website.</li>
</ul>urn:uuid:259On-Site Optimization - Agency Marketing BlogOne of the two main components of SEO is on-site optimization, which involves using keyword phrases in the source code and the content of your insurance website2010-03-25T17:19:00Z2024-03-19T05:52:04ZOne of the two main components of SEO is on-site optimization. This involves optimizing your site by using keyword phrases both in the source code and the content of your website. It is crucial to have unique, keyword-rich, relevant content on your homepage. Google puts heavy emphasis on website content and this is one of the easier requirements to meet. <br>
</br>
<br>
</br>
<ul>
<li>Choosing a <a href="http://www.getitc.com/blog/marketing/2010/03/31/how-to-choose-a-main-keyword-phrase#.T9ZvScXpWGo">main keyword phrase</a> (kp) and sticking to it. This phrase must have a geo-target and a line of business associated with it, e.g. Dallas car insurance, cheap Dallas home insurance, Dallas TX business insurance.</li>
<li><a href="http://www.getitc.com/blog/marketing/2010/03/29/how-to-optimize-your-seo-settings#.T9ZvXcXpWGo">Optimize SEO settings</a> on your website. Your page title, page description and the first phrase in the page keywords section in the Admin Console should all contain your main kp.</li>
<li>Embolden important keywords. This will alert the visitor and Google what is most important on your page. </li>
<li>Make sure all words in your meta keywords appear somewhere in the homepage. Navigation links and footers can include the phrases.</li>
<li>The kp must appear in at least 3 places. Your main kp must appear on your homepage 3-5 times. This can be as a heading, in the footer and the body of the content.</li>
<li>Add an H1 heading tag containing your main kp. In the Admin Console, under Site Content Editor, select Home Page from the drop down menu. In the HTML side type your heading like this: <h1> Dallas Auto Insurance </h1></li>
<li>The main kp is closer to the top of the page and Google will read that first. Google reads text from top to bottom, so it is crucial to have your most important information close to the top of the page. Alt tags for images are also very important (contact your webmaster or <a href="mailto:websitesupport@getitc.com?subject=Help%20Adding%20H1%20Heading%20Tag">Insurance Website Builder Support</a> for help on this).</li>
<li>Add your main kp in the footer. For the footer go to <a href="http://www.reliableins.net">www.reliableins.net</a> to see an example. In the Admin Console, under Site Content Editor select Site Footer. Type in your main kp, Dallas Auto Insurance. To make it a link do the following:<br>
</br>
<br>
</br>
<ul>
<li>Click the chain link icon on the toolbar within the content editor to open the Hyperlink Manager.</li>
<li>In the URL textbox, type in the URL.</li>
<li>In the Link Text textbox, type in the link's description.</li>
<li>Select New Window in the Target drop down box. </li>
<li>Once completed, click the Ok button.</li>
</ul>
</li>
</ul>
<br>
</br>
<br>
</br>
The other main component is <a href="http://www.getitc.com/blog/marketing/2010/03/26/off-site-optimization#.T9Zv_sXpWGo">off-site optimization</a>. This involves creating inbound links to your website.urn:uuid:294Does My Agency Need a Website? - Agency Marketing BlogKey reasons why your insurance agency needs an insurance website.2010-03-22T10:09:00Z2024-03-19T05:52:04ZA website is essentially a giant billboard where people can get information about your agency, not just potential customers, but your current customers also. Today, websites are not just used as an advertising investment, they are used to compliment, empower and add credibility to your marketing efforts.<br />
<br />
Key reasons an agency should have a website:<br />
<ul>
<li>Allows you to communicate effectively with a broad range of clients and prospects. With 7 out of 10 people in America using a computer at least once a week, don’t limit your customer base to the 3 that don’t.</li>
<li>Allows the ability to attract new customers. A website reaches a growing customer base that until now has remained hidden to you.</li>
<li>Enables your agency to offer your products and services 24 hours a day, 7 days a week.</li>
<li>Establishes your agency’s legitimacy and credibility with your customers, prospects, and vendors.</li>
<li>Highlights your agency’s expertise.</li>
<li>Makes it easy to find your agency by providing location maps and driving directions.</li>
<li>Provide answers to Frequently Asked Questions such as “Does my insurance cover a rental car?”</li>
</ul>urn:uuid:2955 Ways to Increase Website Referrals - Agency Marketing BlogTips for how to get free referrals, also called backlinks, on your insurance agency website.2010-03-16T10:17:00Z2024-03-19T05:52:04ZWith 73% of insurance consumers using the Internet to research auto insurance last year, increasing your ability to be found online is a critical component to compete in today’s environment. One of the primary drivers to increase your online visibility is to increase your ranking with the search engines, such as Google and Yahoo. <br />
<br />
Just as you receive credibility when someone refers business to your agency, your website receives credibility with the search engines when an external website refers to it. Backlinks improve your rankings on search engines and also entice visitors to come to your website.<br />
<br />
<strong>5 Tips to Get Free Referrals (backlinks) to Your Website</strong><br />
<br />
There are several forums online where consumers post their insurance-related questions. These forums offer a great opportunity for insurance agents to get online exposure by posting answers to their questions. More importantly though, many of these forums allow you to include a link back to your website in the signature line included with your answer. A great example of such a forum is ampminsure.org.<br />
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<strong>Forum Posting</strong><br />
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<em>Article Marketing</em><br />
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Submitting short insurance-related articles to sites, such as Ezine Articles, is another very effective way to get quality backlinks. To join EZine is free, however, they do uphold strict guidelines that prevent people from spamming their sites with sales ads. Keep the article informative and educational to show that you are an expert in your field. For example, write a short article on why it is important to carry renters insurance or outline the criteria involved in determining a rate for auto insurance. When submitting the article, be sure to include your link as part of your signature.<br />
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<em>Social Networking Sites</em><br />
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Including an informative blog on your website meets another demand of search engines by keeping your website full of fresh and relevant content. Insurance related blog posts will be chalked full of keywords that your prospects search for when looking for insurance. To get the maximum benefit of your website blog posts, use social media sites such as Facebook and LinkedIn to refer your followers back to your blog. Social media sites are a great way to develop a loyal following as well as get quality backlinks.<br />
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<em>Industry Association Backlinks</em><br />
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Industry associations are typically a great place to network and share ideas with other colleagues. Contact your industry association and ask if they accept short articles or blog posts from members. Again, always be sure to include your website address in your signature.<br />
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<em>Company Backlinks</em><br />
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Company backlinks is probably the easiest to obtain. Most companies include a “Find an Agent” section on their website. Check these sections and make sure they are listing your website next to your agency name.<br />
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<strong>How to Track Your Website’s Backlinks (and your competitors!)</strong><br />
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There are several free backlink checking websites, such as <a href="http://www.opensiteexplorer.org">www.opensiteexplorer.org</a>. These free tools give you the ability to see firsthand if your project to achieve more backlinks is working. They also offer a great competitor analysis tool to see who is linking to your competitors’ sites. Visit your competitor’s backlinks to see if you can obtain a listing with those sites as well.urn:uuid:297Growing an Insurance Agency with Interactive Marketing - Agency Marketing BlogConsumers today are resistant to traditional advertising and marketing. Insurance agents must implement interactive marketing like insurance websites.2010-01-19T10:25:00Z2024-03-19T05:52:04ZConsumers have been subjected to one-size-fits-all marketing campaigns for decades through traditional marketing efforts such as television, radio, telemarketing, and yellow page ads. Today’s consumer has several options to block the ads from reaching them. For example, caller ID and do-not-call lists are limiting telemarketers’ efforts; TIVO and satellite radio reduce consumers’ exposure to television and radio ads; and yellow pages are being replaced with online searches.<br />
<strong><br />
Traditional Marketing Transforming Into Interactive Marketing</strong><br />
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In observance of these behaviors, industry associations such as the Independent Insurance Agents & Brokers of America (IIABA) are encouraging agency members to implement interactive marketing strategies by focusing on websites, search engine positioning, social media, and blogging. The Transformation in Agency Marketing Podcast, published by the IIABA, reviews how agencies are rebalancing their marketing strategies by creating a strong online presence.1<br />
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Interactive marketing was a term coined by John Deighton, a Harvard professor and the founding co-editor of the Journal of Interactive Marketing. In summary, instead of using traditional media to push ads on consumers, companies are now utilizing technology to interact with their customers to promote their brand as well as increase their retention. According to the U.S. Interactive Marketing Forecast – 2009 to 2014, published by Forrester Research, Inc., the U.S. will see companies shift 60% of their advertising budget away from traditional marketing and into interactive marketing within the next five years.2<br />
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<strong>Develop an Online Presence</strong><br />
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An effective interactive marketing strategy begins with an online presence, a website. A website serves as the agency’s virtual storefront. In order to grab their attention and earn instant credibility with the online consumer, a website needs to have a professional appearance. Just as an agent’s storefront gives a walk-in insurance prospect a first impression of the agency, online insurance shoppers form their first impression by the look and functionality of the agency’s website.<br />
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<strong>Get Found Online</strong><br />
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Once the website is live, it is time to lay down a map so the online consumer can find it. Search engine optimization (SEO) is a term that describes the processes used to increase a websites’ ability to be found on search engines, such as Google and Yahoo. With Google’s share of the U.S. search queries reaching 65.6% of the search market, many SEO providers turn first to Google to learn how to be found on the Internet.3 Per Google’s Search Engine Optimization Starter Guide, including compelling and useful content on a website is likely one of the most influential factors used to determine a website’s Page Rank.<br />
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Insurance Website Builder includes content that is filled with keywords that are pertinent to insurance. This pre-filled content enables an agent to get their website up and running in 7 days or less with the framework in place to be found on search engines. However, the most powerful feature of our websites is the ability to easily edit the content at anytime through our built-in website dashboard. It is as simple as using a word processor with no html experience needed. This gives the agent the ability to keep their content fresh, another key factor in increasing Page Rank with search engines.<br />
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<strong>Easy Navigation</strong><br />
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Once the consumer discovers the website, they immediately want to be able to access the information they are looking for. Our websites include an organized navigational menu that caters specifically to the insurance buying public. For instance, clicking on “Auto Insurance” will expand the menu to display options such as “Auto Quote Form”, “ID Card Request”, Add a Vehicle to Policy”, “Accident Claim Form” and more.<br />
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<strong>Ability to Submit Online Quotes</strong><br />
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The last thing an agent would want to do when a consumer is ready to ask for a quote is to tell them to call back at a later time. Not providing a mechanism for the online shopper to submit the needed quote information is doing just that – telling them to call back at a later time. In addition, not gathering all the needed information the first time can also be a hindrance in the sales process. Our built-in quote forms can be easily edited through the Website Dashboard, allowing the agent the ability to always ask for the right information the first time.<br />
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Insurance Website Builder was created specifically for insurance agents. For a website to be an effective tool in your Interactive Marketing Strategy, it must be more than just a simple business card on the internet. For a website to be an effective marketing tool, it must first be found, easily navigated, and fully interactive.<br />
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Allow us the opportunity to learn more about your agency, identify your specific needs, and develop an effective Interactive Marketing Strategy that will meet your budget needs.<br />
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1 Independent Insurance Agents & Brokers of America. “Transformation in Agency Marketing.” October 2009.<br />
2 Forrester Research, Inc. “U.S. Interactive Marketing Forecast – 2009 to 2014.” Shar Van Boskirk, July 2009.<br />
3 comScore. “comScore Releases November 2009 U.S. Search Engine Rankings.” November 2009.urn:uuid:296Bridging Generational Gaps - Agency Marketing BlogReview your clients' needs regularly can improve your customer service and retention while decreasing your support costs.2010-01-19T10:21:00Z2024-03-19T05:52:04Z<img alt="" src="/images/blog/genboxes.jpg" style="float: right; margin-right: 4px; margin-bottom: 4px; margin-left: 10px;" />An annual review of equipment needs, staff performance, marketing objectives and so forth are all essential analyses to keep an insurance agency performing at its peak. However, many agents overlook reviewing the needs of their consumers on a consistent basis as well. Consumers’ requirements, especially with the technology available today, consistently change. Taking the time to re-familiarize yourself with your consumer base can provide an opportunity to improve their customer experience while also decreasing your customer support costs.<br />
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According to a survey released by comScore, between 2006 and 2008 there was a 20 percent increase in policyholders that chose to service their policies online. The primary reason for this rapid growth can be attributed to generational differences. Generation Xers are becoming more confident and comfortable with doing business online while the Gen Y population expects the ability to digitally communicate with those they do business with. With Gen Yers now reaching their mid-twenties, their population in the insurance consumer base is ever increasing. Therefore, the demand to provide online customer service based options is becoming higher. <br />
<br />
An interactive website, one where the consumer has the ability to submit and request information specific to them, can improve the customer’s experience with your agency. These features give your customers the ability to communicate with your agency 24 hours a day / 7 days a week. Providing online options for customer service is a great opportunity to differentiate your agency from your competitor. In addition, online requests do not carry the expectation of immediate handling as a phone call does, therefore, processing the requests can be streamlined, which in turn, decreases support time and costs.urn:uuid:298Texas Uninsured Motorists to Receive Non-Compliance Notice - Agency Rating BlogTDI announced that as early as Spring of 2010, non-compliance notices will be mailed to owners of uninsured vehicles. 2009-12-15T10:31:00Z2024-03-19T05:52:04ZThe Texas Department of Insurance (TDI) announced that as early as Spring of 2010, non-compliance notices will be mailed to owners of uninsured vehicles. The notice will provide a warning for those driving uninsured – the situation will need to be corrected immediately. The notice will list the potential fines for driving uninsured and advise repeat offenders they face suspension of driving privileges.<br />
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The non-compliance notices are going out as part of the TexasSure Uninsured Motorists Verification program passed by the 79th Legislature. The law requires insurers to submit their active policyholder information to the state, who in turn matches the submitted VIN numbers with the VINs contained in the registered vehicle database at TxDMV. Of the VIN numbers submitted by insurers, 99 percent were successfully matched to the vehicle registration database. <br />
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<strong>One in Four are Uninsured</strong><br />
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While TDI will not release specific statistics, it is estimated at a minimum, one out of every four vehicles on Texas roads is currently not insured. In June of 2008, access to the TexasSure program was provided to DPS officers and all 254 county tax offices. The program was an immediate hit. “Motorists have overwhelmingly embraced the TexasSure database, especially given its 99 percent success rate of matching vehicles to their insurance coverage,” said Rebecca Davio, TxDMV’s Director of Vehicle Titles and Registration. “It’s proving to be a tremendous resource for identifying those without insurance.” Notices are currently being mailed to the one percent of policyholders whose insurer reported coverage, yet their VIN number was unable to be matched to a current vehicle registration. <br />
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<strong>Ongoing Monitoring of Uninsured Vehicles</strong><br />
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“Texas agents and citizens alike have long awaited this time.” comments Christine Huddleston, President of the Alliance of Insurance Agents of Texas (AIAT). The AIAT played a significant role in the passage and implementation of the TexasSure program. <br />
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<blockquote>“Law enforcement throughout our state have praised the system and appreciate the ability to verify whether a vehicle is insured by just running their license plate number. However, it has always been our top priority to prevent the uninsured from getting behind the wheel in the first place. These notices will serve as a proactive approach in reducing the number of uninsured drivers and we commend the TDI for all of their efforts in getting us to this point.”<br />
</blockquote><br />
TDI advised auto insurers the non-compliance notices will begin in Spring of 2010. All registered vehicles will be tracked on an ongoing basis to monitor their insured status. After a vehicle is listed as uninsured for nine (9) consecutive weeks, a letter of non-compliance will be mailed to the registered owner. <br />
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<strong>Are You Ready to Handle the New Business?</strong><br />
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“Agents need to be prepared. It is going to be the 1980s all over again.” says Mary Ann Hooten, a Territory Manager for GAINSCO Auto Insurance. Mary Ann worked for an insurance agency in 1982 when the mandatory insurance law initially passed in Texas. “Our phones rang off the hook every night until midnight. That all happened back in the day when applications were written by hand. We had to turn the phones off at night, even though they were ringing, because we simply could not handle any more business.”<br />
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Insurance Technologies Corporation offers four key software packages to insurance agents to generate leads, decrease time quoting and binding, and streamline customer service processes. Now is the time to address your automation needs so you are prepared for the New Year.urn:uuid:299Best Practices to Increase Sales With Your Comparative Rater - Agency Rating BlogHow to increase your sales and grow your agency with insurance rating software.2009-11-18T10:37:00Z2024-03-19T05:52:04ZWhat is the primary benefit of shopping with an independent agent? They have access to multiple markets. Yet, representing multiple carriers encompass a set of challenges such as the need to be familiar with multiple underwriting rules, coverage differences, and staying current with each carrier’s appetite for particular risks. Even after those challenges are overcome, there still is the need to be fluent with each carrier’s quoting software and the ability to shop multiple companies’ rates in a timely manner.<br />
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By simply entering the quote information once into TurboRater, the built-in underwriting rules are automatically applied and accurate comparative quotes are provided in seconds. TurboRater has proved itself as the premier rating system since 1985. In addition to providing an easy-to-use interface, accurate quotes, and a standardized workflow, TurboRater Web Edition provides additional tools to increase sales and retention.<br />
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<strong>Provide Fast and Accurate Quotes</strong><br />
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Enter the quote information once and TurboRater will automatically apply the underwriting rules and provide you fast and accurate comparative quotes, with the ability to sort in multiple ways.<br />
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<strong>Built-In Follow Up System<br />
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</strong>Following up with a prospect shows you are serious about earning their business and with TurboRater’s built-in reminder system, doing so is simple. The reminder system can also be used to decrease uprates and cancellations by following up on missing underwriting information.<br />
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<strong>Rates and Software Always Up-To-Date<br />
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</strong>There is no need to worry about downloading or installing software or rate updates. With our browser-based comparative rater, all of the updates are done on our end with no action required by you.<br />
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<strong>Share Quotes With Multiple Users and Locations</strong><br />
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No longer is there the need to search around for a quote given by another user or office. All of your producers can share the same quotes with nothing more than an internet connection required.<br />
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<strong>Monitor Closing Ratios<br />
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</strong>Are your producers quote takers or effective salesman? TurboRater’s enhanced reporting system provides the answer to this question and many more. Monitor your leads, quotes, policy counts, and more.<br />
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<strong>Geographical Maps</strong><br />
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Get a visual representation of your quote data. Where specifically are your quotes and policies located? Are you finding you are offering a significant number of quotes that aren’t being closed in a certain area? This may be an indication you are in need of additional competitive markets.<br />
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<strong>Increase Sales by Offering Choices<br />
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</strong>With all of your companies’ rates at your fingertips and the ability to sort in a multitude of ways, you can easily offer your prospects choices of competitive pay plans, down payments, or overall term premiums with just a click of a button.urn:uuid:3005 Strategic Steps to Increase Visitors to Your Website - Agency Marketing BlogGetting a good placement in search engine rankings is essential to driving consumers to your insurance agency website.2009-10-29T10:42:00Z2024-03-19T05:52:04Z73% of consumers research their auto insurance online.1 Getting a favorable presence with the search engines, such as Google or Yahoo, is essential to reach this large segment of the market. Below are some easy tips to increase your number of website visitors and improve your search engine placement.<br />
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<strong>1. Content.</strong> Offering quality content is key to attracting visitors and gaining recognition from the major search engines. Share your insurance expertise by posting informative pieces that cater to your clientele. Keeping fresh content on your site encourages visitors and the search engines to keep coming back.<br />
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<strong>2. Sitemaps</strong>. Include a sitemap for your website. Sitemaps provide search engines information about all of the pages included in your website. Sitemaps can improve your search engine optimization by ensuring all of your web pages can be found. They also advise search engines when each page was last updated, how often the page changes, and how important each page is in relation to other pages on your site.<br />
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<strong>3. Submit your site to local search engines.</strong> Submit your URL to local search engines. The local editions of search engines provide internet shoppers the ability to find your agency from a phone book like feature on the search engines. Submitting your site to these local search systems also gives your agency the opportunity to be listed on their map displays. <br />
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<em>Google Local Business Center</em><br />
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<a href="http://www.google.com/local/add">http://www.google.com/local/add</a><br />
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<em>Live Search Local Listing Center</em><br />
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<a href="https://ssl.search.live.com/listings/ListingCenter.aspx">https://ssl.search.live.com/listings/ListingCenter.aspx</a><br />
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<strong>4. Title and META description tags. </strong> Title and META description tags are encoded within your website. The title tag is displayed as the clickable link on the search engine results page and search engines use keywords from your title tag, among other things, to index your site. We recommend you include your agency name in title tags in every page on your site. You will also want to include a unique description of the content on each page’s title tag. If you only market in one state or a particular city, be sure to include that in your title tag as well.<br />
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The META description tag is often used for the snippet placed just below the clickable link on the search engine results page. The description will be used to provide a short description (typically one to two sentences) of what the web page is about. Think of your META description tags as your two sentence elevator speech used to encourage a prospect to buy insurance from your agency. Not including a META description will force a search engine to use other means to create your site description. This can lead to a description that is difficult to understand, therefore, it’s best to include a META description for each page.<br />
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<strong>5. Use easy-to-read URLS.</strong> The URL (link) for your site is displayed on the search engine results page. Some webmasters use numbers or letters for URLs that often can be confusing or unfriendly and even deter a visitor from clicking on your link. If your URL contains relevant words, search engines and internet shoppers are then provided with even more information about your web page.<br />
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In order to effectively compete in the internet arena, it is essential your website is found. While ITC’s insurance agency websites include many of these search engine optimization features and require no action on the agent’s part to implement, any website owner will benefit from manually implementing the steps listed above. <br />
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1 Facts and Figures Courtesy of comScore, 2009 ComScore Online Auto Insurance Reporturn:uuid:301Insurance Agents & Twitter? - Agency Marketing BlogHow Twitter and value driven marketing help insurance agents reach consumers who are resistant to traditional marketing.2009-10-22T10:47:00Z2024-03-19T05:52:04ZOutbound marketing efforts are becoming easier for consumers to block. For instance, with the release of TIVO, consumers no longer have to sit through TV commercials, do-not-call lists impede telemarketing efforts, and so on. Therefore, many agents are rethinking the way they advertise their agency.<br />
<br />
We are receiving reports that quite a number of agents are achieving success by engaging in new marketing techniques referred to as inbound marketing. Instead of sending out costly mass advertising only to receive a few responses, many agents are finding they receive a higher return on their marketing dollar with value driven marketing as a means to get prospects to contact them, thus the term inbound. <br />
<strong> <br />
What is Value Driven Marketing?</strong><br />
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Value driven marketing is delivering informative and relevant content to a targeted prospect or customer. It is all about the customer, addressing their wants and their needs.<br />
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For example, a common question insureds often ask when obtaining a homeowners policy is “Why is my house insured for more than it’s worth?” In a value driven marketing piece, an agent could post an article explaining the significance of insuring their home for the replacement cost value versus the market value. <br />
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Value driven marketing can...<br />
<ul>
<li>Get exposure</li>
<li>Obtain brand recognition</li>
<li>Turn leads into relationships</li>
<li>Earn loyalty and trust from customers</li>
<li>Demonstrate the vendor is an expert in their field</li>
</ul>
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By providing value content on your website regularly, you also achieve higher search engine rankings. Search engines thirst for fresh content, especially content informative in nature.<br />
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One free tool many agents are using in their Value Driven Marketing strategy is Twitter. Twitter is a social networking service that allows users to post updates about themselves or their business. These updates are received instantly by their followers (users that requested to receive the updates). The updates can also be posted publically and are archived, meaning they are searchable. A Twitter account is not required to view the post; therefore, you will often find Twitter posts on major search engines such as Google or Yahoo. <br />
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While Twitter is a no cost advertising tool, as with any other effective marketing strategy, it takes time and effort. Keep consistent with your posts and make sure they address your customers wants and needs. Also, be sure to ask everyone to follow you. Include a signature line on your emails “Follow me on Twitter”. Encourage your staff to ask current clients to follow you, even include your Twitter link on your business cards.urn:uuid:302Top 10 Website Mistakes - Agency Marketing BlogThe top 10 insurance agency website mistakes to avoid so insurance agents don't lose website traffic.2009-10-15T10:52:00Z2024-03-19T05:52:04Z73% of consumers that shopped for auto insurance in the last year did so online.1 With the population of online insurance shoppers increasing year after year, more insurance agents are using the Internet to market their agency. While browsing through many of these sites, we discovered agents are making some critical mistakes that very well could be sending their visitors elsewhere for insurance.<br />
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<strong>1. Hard-to-Find Contact Information</strong><br />
Let your customers know how to find you. Be sure to list the agency’s name, address, phone numbers, and physical address in a spot that is easily found.<br />
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<strong>2. The Site is Poorly Organized and Difficult to Read</strong><br />
A visitor should be able to know the name of your agency and the services you provide within four seconds of pulling your site up.<br />
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<strong>3. Services are Not Listed</strong><br />
Insurance consumers prefer to use one agent for all of their insurance needs. Don’t miss this opportunity to cross sell. Let your prospects and your customers know about all of the services you offer.<br />
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<strong>4. Content is Old and Outdated</strong><br />
Keeping content fresh on your site not only encourages visitors to keep coming back, but also increases your ranking on search engines.<br />
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<strong>5. Privacy Policy Not Posted </strong><br />
With identity theft on the rise, consumers want to know the information they submit will be well protected.<br />
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<strong>6. Poor Promotion of the Site</strong><br />
Advertise your site. List your website address on everything from your business cards to your front door. <br />
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<strong>7. Not Cross-Browser Compatible</strong><br />
According to NetApplications.com, Microsoft’s Internet Explorer has experienced a steady decline year after year with their latest market share only being 66%. Check out browsershots.org, a free online service that will provide screenshots of your site in different browsers to verify compatibility.<br />
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<strong>8. No Personal Photo Nor Background Information</strong><br />
At a minimum, list how long you have been in business, your mission statement, and what makes your agency stand out from your competition.<br />
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<strong>9. Visitor Unable to Communicate Via the Site</strong><br />
Don’t lose a customer because they have no way to communicate with you electronically. Include forms, such as a quote, claim, and payment forms for your client to submit information to you. <br />
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<strong>10. Typos and Mistakes</strong><br />
A sure-fire way to turn off a customer is with a typo or a grammatical error. Even if your website editor includes a spell checker, still have a second set of eyes review your content.<br />
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1 – 2009 comScore Online Auto Insurance Reporturn:uuid:303Automation's Role in Employee Theft - Agency Management BlogHow making full use of your agency management system can deter employee theft.2009-10-01T10:55:00Z2024-03-19T05:52:04ZIt’s not an easy thing to talk about even though it’s been several years and I’ve shared the story many times.<br />
<br />
I’m still embarrassed and feel guilty that I didn’t have a better system in place to see the warning signs sooner. I had been in business about five years. We just opened our third location, and I was keeping myself busy tending to getting it off to a good start. Cindee had worked for me over the course of four years. Working side by side with someone for that many years, you tend to feel as though they are part of the family. We attended social and family functions and our children often played together. She was a friend, or so I thought.<br />
<br />
Since the day I opened my agency, we had used handwritten receipts. It was a system I had become accustomed to from the time I started my career in the insurance industry. But is was that manual process that allowed her the freedom she needed to forge the books and pocket my customer’s premiums.<br />
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I had made two fatal errors: I put too much trust in her, and I did not utilize my agency management system to its fullest extent.<br />
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I was aware my agency management system had a way to issue customer receipts and also a way to reconcile deposits, but I was too busy to sit down and take the time to learn the system and to develop a new workflow process. If things aren’t “broke”, why fix them…right? Wrong. Of course, when I caught on, Cindee was fired and later prosecuted. Now I had to set about making things right for my clients and for my agency. <br />
<br />
It took about six months to do a complete audit and come up with an estimate of how much damage was actually done. In the end, I was able to identify that one-hundred of my customers had been affected. It certainly could have been more.<br />
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It took a lot less time to learn the accounting features in my agency management system and to develop new procedures for handling customer premiums.<br />
<br />
First and foremost, I developed a written policy for employees to follow when handling monetary transactions. The key points of that policy included<br />
<br />
All monetary transactions, Customer Premiums, Commissions, etc would be recorded in the agency management system.<br />
At the end of each day, every employee was required to balance against their Daily Transaction Report. With this process now being automated, it just took a few minutes out of the day to complete.<br />
As long as everything was in balance, the money and the Daily Transaction Report was turned into the Office Manager to be verified.<br />
If things didn’t balance, the bookkeeper and/or agency principal was to be notified immediately, prior to anyone leaving for the day.<br />
A separate employee was charged with reconciling the bank statement.<br />
Surprise audits were made randomly and employees were made aware they were happening.<br />
<br />
There is no fool-proof method to avoid employee theft. However, after I made full use of my agency management’s accounting features, it was enough to deter future employees from following in her footsteps.urn:uuid:152Are Insurance Agents Benefitting from Twitter - Agency Marketing BlogHow does your agency benefit from using twitter2009-06-21T08:32:00Z2024-03-19T05:52:04Z<p>Outbound marketing efforts are becoming easier for consumers to block. For instance, with the release of TIVO, consumers no longer have to sit through TV commercials, "Do Not Call" lists impede telemarketing efforts, and so on. Therefore, many agents are rethinking the way they advertise their agency.</p>
<p>We are receiving reports that quite a number of agents are achieving success by engaging in new marketing techniques referred to as "Inbound" marketing. Instead of sending out costly mass advertising only to receive a few responses, many agents are finding they receive a higher return on their marketing dollar with Value Driven Marketing as a means to get prospects to contact them, thus the term "inbound". </p>
<p><strong>What is "Value Driven Marketing"?<br />
<br />
</strong>Value Driven Marketing is delivering informative and relevant content to a targeted prospect or customer. It is all about the customer, addressing their wants and their needs.</p>
<p>For example, a common question insureds often ask when obtaining a homeowners policy is "Why is my house insured for more than it's worth?” In a Value Driven Marketing piece, an agent could post an article explaining the significance of insuring their home for the Replacement Cost Value versus the Market Value. <br />
<br />
Value Driven Marketing can:</p>
<ul>
<li>Get exposure</li>
<li>Obtain brand recognition</li>
<li>Turn leads into relationships</li>
<li>Earn loyalty and trust from customers</li>
<li>Demonstrate the vendor is an "expert" in their field</li>
</ul>
<p>By providing value content on your website regularly, you also achieve higher search engine rankings. Search engines thirst for fresh content, especially content informative in nature.<br />
<br />
One free tool many agents are using in their Value Driven Marketing strategy is Twitter. Twitter is a social networking service that allows users to post updates about themselves or their business. These updates are received instantly by their "followers" (users that requested to receive the updates). The updates can also be posted publically and are archived, meaning they are searchable. A Twitter account is not required to view the post; therefore, you will often find Twitter posts on major search engines such as Google or Yahoo. <br />
<br />
<strong>Twitter 101<br />
</strong><br />
Twitter is a micro-blogging service that enables users to send short messages, which are called tweets. The tweets can only be up to 140 characters in length and are posted on your profile, your “followers’” profiles, and if you choose, can be posted publicly.<br />
<br />
Its application has many uses for both individuals and businesses. On an individual basis, users can quickly broadcast information to their friends and family about what they are up to.</p>
<p>Businesses are using Twitter as a tool to broadcast the company’s latest news, interact with customers, find potential customers, learn what the public is saying about their brand and/or industry, and follow their competition. Author, Bill Tancer of Hitwise, recently published an article in Time Magazine citing “While it is easy to dismiss Twitter as a kid's online chat tool; its real demographics reaches into the business world”.</p>
<p><strong>What Are Some Best Practices/Tips for Using Twitter?</strong></p>
<ul>
<li>Post your picture or logo.<br />
It’s no secret with insurance being an intangible product, what we often find is we are selling ourselves. Add that personal touch by posting your picture.</li>
<li>Don’t be a Tweeterbox. A Tweeterboxer is someone that posts too many messages, in other words, talks too much. It’s a surefire way to get your followers to leave.</li>
<li>Keep your Twitter profile “real” by promoting local community events, other articles your customers may find of interest, and even short stories about yourself and your staff.</li>
<li>Don’t sell. Offer content of value to your followers to keep them following.</li>
<li>For example, answer common questions your agency receives, such as:<br />
<br />
Why is my house insured for more than it’s worth? (Replacement Cost)<br />
Is there a grace period on auto insurance?<br />
What is non-owners insurance?<br />
Does my policy cover anyone that drives my car?<br />
<br />
The intent is to drive traffic to your website, where the user has the opportunity to learn more about your agency. To accomplish this, post the question on your Twitter profile with a link to answer posted in a blog on your website. </li>
</ul>
<p><strong>What is a Blog?</strong></p>
<p>Short for "Web Log", a blog is a shared online journal that is frequently updated for the general public's viewing. The Insurance Website Builder has a built-in blog option. The blog system allows you to place unlimited logs on your site. Furthermore, readers have the ability to link your blog to any number of social networking sites automatically through our easy Bookmark widget. Others linking to your site increases your search engine rankings.</p>
<p><strong>Free Helpful Twitter Tools</strong></p>
<p>With the restraint of only 140 characters, often times including a lengthy website link to a blog can present a problem. There are several free sites that create a shortened link that will redirect to your site. </p>
<p><a href="http://www.tinyurl.com/" target="_blank"><strong>www.tinyurl.com</strong> </a></p>
<p>We used tinyurl.com to shorten a link to an article we posted about employee theft. The link to the article was 98 characters long - <a href="http://www.insurancetechnologiescorp.com/blog/role_of_automation_in_preventing_employee_theft.aspx" target="_blank">http://www.insurancetechnologiescorp.com/blog/role_of_automation_in_preventing_employee_theft.aspx</a>. </p>
<p>We visited <a href="http://www.tinyurl.com/" target="_blank">www.tinyurl.com</a> and created an alias <a href="http://www.tinyurl.com/EmployeeTheft" target="_blank">www.tinyurl.com/EmployeeTheft</a>. The benefit of tinyurl.com (other than being free) is you can often times dictate what the alias link will be; in this case, we were able to choose "EmployeeTheft". However, tinyurl.com does not provide any tracking mechanisms. <br />
<br />
<a href="http://www.inek.net/" target="_blank"><strong>www.inek.net</strong></a><br />
<br />
Inek.net will also create a shorter alias for a lengthy link. While with this free service you are not able to dictate the alias' name, you can measure the number of clicks that site receives. Every good marketing plan includes a measurement tool.<br />
<br />
While Twitter is a no cost advertising tool, as with any other effective marketing strategy, it takes time and effort. Keep consistent with your posts and make sure they address your customers wants and needs. Also be sure to ask everyone to follow you. Include a signature line on your emails “Follow me on Twitter”. Encourage your staff to ask current clients to follow you, even include your Twitter link on your business cards.</p>urn:uuid:153Top 10 Website Mistakes - Agency Marketing BlogWhat are the top ten website mistakes agencies are making?2009-05-27T12:56:00Z2024-03-19T05:52:04Z<p>73% of consumers that shopped for auto insurance in the last year did so online.<sup>1</sup> With the population of online insurance shoppers increasing year after year, more insurance agents are using the internet to market their agency. While browsing through many of these sites, we discovered agents are making some critical mistakes that very well could be sending their visitors elsewhere for insurance.</p>
<ol>
<li>Hard-to-Find Contact Information<br />
Let your customers know how to find you. Be sure to list the agency's name, address, phone numbers, and physical address in a spot that is easily found.</li>
<li>The Site is Poorly Organized and Difficult to Read<br />
A visitor should be able to know the name of your agency and the services you provide within four seconds of pulling your site up.</li>
<li>Services are Not Listed<br />
Insurance consumers prefer to use one agent for all of their insurance needs. Don't miss this opportunity to cross sell. Let your prospects and your customers know about all of the services you offer.</li>
<li>Content is Old and Outdated<br />
Keeping content fresh on your site not only encourages visitors to keep coming back, but also increases your ranking on search engines.</li>
<li>Privacy Policy Not Posted<br />
With identity theft on the rise, consumers want to know the information they submit will be well protected.</li>
<li>Poor Promotion of the Site<br />
Advertise your site. List your website address on everything from your business cards to your front door.</li>
<li>Not Cross-Browser Compatible<br />
According to NetApplications.com, Microsoft's Internet Explorer has experienced a steady decline year after year with their latest market share only being 66%. Check out browsershots.org, a free online service that will provide screenshots of your site in different browsers to verify compatibility.</li>
<li>No Personal Photo Nor Background Information<br />
At a minimum, list how long you have been in business, your mission statement, and what makes your agency stand out from your competition.</li>
<li>Visitor Unable to Communicate Via the Site<br />
Don't lose a customer because they have no way to communicate with you electronically. Include forms, such as a quote, claim, and payment forms for your client to submit information to you.</li>
<li>Typos and Mistakes<br />
A sure-fire way to turn off a customer is with a typo or a grammatical error. Even if your website editor includes a spell checker, still have a second set of eyes review your content. </li>
</ol>
<p><span style="font-size: 78%;">1 - 2009 comScore Online Auto Insurance Report </span></p>urn:uuid:154Getting Social with your Customers - Agency Marketing BlogHow do you and your agency take advantage of the growing trend of social media websites?2009-03-02T11:27:00Z2024-03-19T05:52:04Z<p>Undoubtedly, you have heard of the various social networking sites currently dominating the Internet. These websites include big names such as MySpace, Facebook, Twitter, and Digg. However, you might not be aware to the fact that these sites can help increase your overall Internet marketing exposure and even drive new customers to your agency.</p>
<p><strong>What is a social networking website?</strong></p>
<p>Social networking sites rely upon the collaborative nature of the Internet. A social networking site allows visitors the ability to contribute content to the website. Since a large group of people supply content, the website becomes a resource of combined knowledge. A good example of this is Wikipedia. Since it’s founding in 2001, volunteers around the world have collaboratively written over twelve million articles in over two-hundred languages.</p>
<p><strong>How can my agency capitalize on social networking sites?</strong></p>
<p>When you create a social page for your agency, the return can be two fold. First, by creating an entry on MySpace, LinkedIn, or Facebook, you provide your agency a secondary website for which people can find and contact you. As you grow your social network, you will open your agency to the vast number of potential customers that use each of those services. Secondly, with every post you make upon your social site, you can place a high-value back link to your agency’s primary site. High value back links can considerably increase your search engine ranking.</p>
<p>List of Popular Social Networking Sites</p>
<p>Each social networking site offers its own specialty and you can tailor your efforts based upon your desired target.</p>
<p>MySpace</p>
<p><a href="http://www.myspace.com/">www.myspace.com</a></p>
<p>MySpace is a great place for people to keep in touch with close friends and family. The younger generation of Internet users dominates MySpace’s pages. You should create a MySpace page if you want to target late teenagers and young adults. Keep your page regularly updated with the latest news and stories as it relates to the 18-25 year old crowd.</p>
<p>Facebook</p>
<p><a href="http://www.facebook.com/">www.facebook.com</a></p>
<p>Facebook is very similar to MySpace except it includes many adults from the ages of 25 through 50. When you create a Facebook page keep this in mind by offering links to current political news, latest viral videos and of course, your agency’s website.</p>
<p>LinkedIn</p>
<p><a href="http://www.linkedin.com/">www.linkedin.com</a></p>
<p>LinkedIn is for professionals. Corporate professionals will search LinkedIn to catch up with old business acquaintances or look up a prospective customer. You can even use LinkedIn to find new likeminded employees.</p>
<p>Digg</p>
<p><a href="http://www.digg.com/">www.digg.com</a></p>
<p>Have you ever wanted to declare a link on the Internet cool? If so, Digg is for you. Digg allows you to advertise a link as being beneficial to the web. What better site to “digg” than your own agency’s website or blog? Once you have listed, have your friends and family “digg”-it. To increase your link’s popularity, ask your visitors upon your other social networking sites to “digg” your site even further.</p>
<p>These are just a few of the countless number of social networking sites currently available on the web. Most of these only take an hour or two to setup, so pick a site a week, and tackle it. Once you have completed all of your social sites, link them all together to form a web of sites advertising your agency. Finally, keep your sites up-to-date by placing reminders in your Internet marketing plan.</p>urn:uuid:155Developing an Insurance Agency Internet Marketing Plan - Agency Marketing BlogTo achieve your agency’s online potential, you must develop an Internet marketing plan. Your plan must go far beyond having a fully functional website.2009-01-20T11:16:00Z2024-03-19T05:52:04Z<p>Like most agency owners, you have undoubtedly developed a marketing plan for your agency’s offline marketing efforts such as commercials and Yellow Page advertising. While this is an exceptionally good practice, most principals forget to include one of the largest segments of today’s economy, online marketing.<br />
<br />
To achieve your agency’s online potential, you must develop an Internet marketing plan. Your plan must go far beyond having a fully functional, interactive website. It must become a comprehensive guide filled with budgets, tasks, and goals. Properly defined plans include most, if not all, of the following elements.<br />
<strong><br />
Budget<br />
</strong><br />
Your budget should include estimated costs for website hosting, lead generation services, search engine placement services, and pay-per-click campaigns. Going forward, consider placing even more funds towards your Internet budget as online leads often come with a lower cost of acquisition versus traditional means of lead development.<br />
<br />
Most agencies in median-size cities can properly utilize an online marketing budget of one to two hundred dollars per month. While these numbers sounds daunting at first, it pales in comparison to the numbers most agencies spend on Yellow Page advertising alone.<br />
<br />
<strong>Tasks</strong><br />
<br />
Creating a task list is critical to building a successful plan. Internet marketing tasks are often easy ten to fifteen minute projects that you will do on a recurring basis. Possible tasks might include:</p>
<ul>
<li>Document and report referral sources within an agency management system</li>
<li>Submit site URL to search engines and social networking sites</li>
<li>Write an informative customer interest blog entry on your website</li>
<li>Submit, review and update pay per click terms</li>
<li>Request link sharing agreements with vendors and partners</li>
<li>Update your website’s content</li>
<li>Design, write and send newsletters</li>
<li>Develop mailing lists</li>
<li>Update company signage, literature and e-mail signatures with company URL</li>
</ul>
<p>Many of these tasks you will do on a monthly or even daily basis. In addition to the task list itself, you should include how often each task should occur, who will complete the task, and how long the task should take to complete.<br />
<br />
Finally, unlike other marketing efforts such as radio, newspaper, television, or Yellow Page advertisements, which expire once you stop using them, Internet based marketing can grow exponentially. Each task you complete will be built upon by subsequent tasks.<br />
<br />
<strong>Goals</strong><br />
<br />
Your new marketing plan should define your expected goals. As with any plan, your goals should be well defined and achievable. Each of your goals should also include a timeframe for which you want to complete or gauge the goal. Well designed campaigns often take five or six months to build initial momentum. However, your patience will be rewarded.<br />
<br />
Start small; initially setup your goals to cover the costs of your efforts alone. Some samples of good initial goals include:</p>
<ul>
<li>Have a fully functional website presence on the Internet</li>
<li>Update marketing materials with website address and value proposition</li>
<li>Generate ten leads per month from Internet based sources</li>
<li>Convert three Internet based leads per month</li>
<li>Increase web traffic by 20%</li>
</ul>
<p>Once you have achieved these goals, allow your energy to continue and expand your aim by setting newer, more aggressive goals.<br />
<br />
Finally, just like the Internet, your plan should constantly evolve to meet your agency’s overall needs. Analyze what works, and what does not. Make adjustments as needed, and once you have perfected your Internet marketing plan, your agency will begin to realize the economic possibilities upon the web.</p>urn:uuid:156Got Spam? - Stop Spam - Agency Marketing BlogStop the spam that is overtaking your inbox!2008-12-06T09:07:00Z2024-03-19T05:52:04Z<p>89% of e-mails received by insurance agents today are classified as spam. That means that only one out of every ten emails is a legitimate business communication! Over the course of a year, financial losses can really add up through the lost productivity of you and your employees. However, the greatest threat to computer networks today is from malicious programs such as trojans, zombies, and viruses, which hitch a ride within many spam. Once upon your network, these programs can potentially mine customer data from your systems sending their confidential data to unscrupulous parties looking to steal the identities of your customers!<br />
<br />
<strong>1/2 the way there.<br />
</strong><br />
The traditional way to decrease the number of spam received by an insurance agency is by installing an application that contains a spam blocker. Often these applications are bundled within an antivirus program. These programs do help; however, they are not always the most effective solution for curbing the flow of spam into your organization. These programs require constant updates to keep up with the latest spam signatures and techniques. These updates are rarely kept up-to-date after the initial subscription period expires. Additionally, these programs must download the infected spam to your machine before it can classify it as malicious. This download allows the infected item into your organization unrestricted before the program is able to quarantine the item.</p>
<p><strong>Stopping the Attack<br />
<br />
</strong>To effectively block spam and other malicious email, organizations are employing a new generation of spam blocking tools. One of the more effective ways being used today is through the use of spam firewalls. Prior to your mail server, incoming mail routes through your spam firewall's gateway which analyzes your mail for spam and other malicious code. Items classified as spam are held for further review within a quarantine folder, thus keeping an infected item from ever entering your organization. Furthermore, the firewall's spam signatures are kept up-to-date upon a single device, no more worrying that all computers are running the latest definitions.<br />
<br />
For Insurance Agencies with less than fifty email users, many online providers offer hosted spam firewall protection. For larger organizations, your own spam firewall will easily pay for itself through productivity improvements and decreased downtime.<br />
<br />
Insurance Technologies Corporation, Agency website solutions at <a href="http://www.insurancewebsitebuilder.com" id="link_78" target="_new">http://www.insurancewebsitebuilder.com</a> and Agency management solutions at <a href="http://www.insuranceproonline.com" id="link_79" target="_new">http://www.insuranceproonline.com</a></p>urn:uuid:157Why Your Insurance Agency Needs a Website - Agency Marketing BlogA fully functional online presence has become a required asset that every agency should possess.2008-12-04T23:28:00Z2024-03-19T05:52:04Z<p>A fully functional online presence has become a required asset that every agency should possess. By having a website, you enable your agency the ability to offer your products and services to prospects and customers twenty-four hours a day, seven days a week. Today, a website has to be more than just a business card on the web. It needs to have a complete offering that includes automated customer self-service and informational resources that repeatedly hold the visitors interest.</p>
<p><strong>Beyond Quoting, Offering Customer Self Service</strong></p>
<p>Do you remember walking into an airport and waiting in long ticket counter lines? If so, you have seen firsthand how technology has changed the way consumers interact with business. Less than ten years ago, as you entered an airport, long lines greeted you at the ticket counter. Now you are welcomed by self-service terminals that offer a quick check-in experience speeding multiple customers through at a fraction of the time. No longer do you need to speak to a customer service agent, you can simply do it yourself. Not only does it expedite the customer, self-service lowers the employee resources required by the business.</p>
<p>This trend of customer self-service has begun to spread to every industry, including insurance. It began with online quote requests, via an online form. Next was the introduction of online rating. Recently, companies began offering customer self-service options to compliment the online quoting. These options included online payments and policy self-service.</p>
<p>What started with the carriers has now migrated down to the agents themselves. Whether it be the ability to request an ID card, report an accident or remove a vehicle, your website must offer the customer the ability to service their policy directly. Like the airline industry, this automation of your customer service will appease the consumer's desire for quick service while lowering the overall resources required by your agency.</p>
<p><strong>An Informational Resource</strong></p>
<p>Although banks were one of the first industries to embrace customer self-service through the usage of ATM machines, they were slow to develop their online presence. In the recent years, they have made up for it! Banking websites offer virtually everything these days. Buy stamps, lookup ATM locations, view product offerings, pay your bills, print your statements and even request copies of checks, all from an easy to use website. By providing this complete experience, banks customers return often to this one-stop portal.</p>
<p>An agency website needs to replicate this breadth of offerings by presenting the client access to any services that your agency offers. A complete website should include online glossaries, driving directions, location mapping, current newsfeeds, payment options, and links to useful websites such as credit repair and partner mortgage companies. By offering more features your website becomes a portal for which customers will return repeatedly.</p>
<p><strong>Holding On</strong></p>
<p>Now that your website offers a complete presence, you want to draw and keep visitors upon your site. Provide the consumer an incentive to come back often. Create quarterly giveaways. Offer gift cards for referrals. Provide links to the latest viral videos. The sky is the limit with a website.</p>
<p>Finally, retain your customer's interest, by keeping your site up to date! By updating your site's content, you retain the dynamic and ever changing spirit of the Internet. Buyers will recognize your commitment to technology and will reward you with repeat visits.</p>
<p>Insurance Technologies Corporation, Agency website solutions available with <a href="/products/websites/" id="link_74" target="_new">Insurance Website Builder</a> and agency rating and management solutions available at <a href="/" id="link_75" target="_new">our home page</a>.</p>urn:uuid:158Get Your Site Listed on Local Searches - Agency Marketing BlogGet noticed on the search engines local search. They provide customers the ability to find agencies in an online phonebook like search.2008-12-03T11:30:00Z2024-03-19T05:52:04Z<p>The local editions of your favorite search engines provide customers the ability to look find agencies from a phone book like feature on the search engines. Some of the newer Local Search systems as found upon Yahoo, Google and Live Search will even list your location on their map displays.</p>
<p>Insurance agents should take advantage of these to help promote their website.</p>
<p>To submit your site to the Local Search for the major search engines, click the links below and follow the prompts as guided. This process takes a combined fifteen to twenty minutes for all three sites.</p>
<blockquote>
<p>Google Local Business Center<br />
To get yourself listed on the Google Business Center, click the following link:<br />
<a href="http://www.google.com/local/add/businessCenter">http://www.google.com/local/add/businessCenter</a></p>
<p>Google Local Business Center<br />
To get yourself listed on the Google Business Center, click the following<br />
link:<br />
<a href="http://www.google.com/local/add/businessCenter">http://www.google.com/local/add/businessCenter</a><br />
<br />
Live Search Local Listing Center<br />
To place your site on the Live Search Local (formally MSN) business center,<br />
click the following link:<br />
<a href="https://ssl.search.live.com/listings/ListingCenter.aspx">https://ssl.search.live.com/listings/ListingCenter.aspx</a></p>
</blockquote>