Display ads are a branding tool. They
are not meant to drive inbound leads.
Display ads get your logo in front
of consumers. Which, for well
established brands such as GEICO or
State Farm, makes complete sense.
For small businesses, the impact of
display ads is negligible.
If you’re interested in immediate
results and are willing to pay, my
suggestion would be Google pay-perclick ads (different from banner ads).
Depending on the line of business
you’re interested in, these Google payper-click ads can have a higher cost.
That being said, there is no better way
to drive new business opportunities to
your agency than Google pay-per-click.
Mixed with a solid website (and blog),
Google pay-per-click ads can work
incredibly well.
3) Make sure work gets done
How many times have you started a
marketing initiative only to have it
languish when something seemingly
more urgent came up?
The problem is, we never get back
to unfinished projects. We’d rather
process a car change than write a blog
post or create a video which could
help drive new business to the agency.
There is no better way to drive up the
cost of digital marketing than starting
a project and never finishing it.
Take ownership of agency growth and
make sure the work gets done.
4) Create once. Promote often.
We waste a lot of time coming up with
new ideas. New ideas are tough to
come by. The only way I came up with
my 100 questions answered in 100
days was to harass my friends, family
and clients. No. Don’t waste time
trying to come up with new ideas. A
better method is to use the good ideas
you’ve already had and repurpose
them into new forms of content.
WE’RE CELEBRATING 25 YEARS
OF BEING YOUR TRUSTED
PARTNER IN INSURANCE
Take your most popular blog post,
do a spin-off video and post to
YouTube. Take that same blog post
and republish to LinkedIn Publisher,
Facebook Notes and Medium. Then
create a Slideshare document out of
major points of the post and share
that on social media. These are just a
few of the ways you can create once,
but promote over and over again.
5) Hit Publish
You’ll never generate revenue from
content you don’t publish. You can
spend a lot of time, resources and
capital in the creation process, but
if you never hit publish it’s all for
nothing. Your spelling will never be
perfect. Your sentence structure will
never be perfect. Your video lighting
will never be perfect. Your graphics
will never be perfect.
There is no way to know which piece
of content generate a flood of new
inbound leads and which will be a
complete dud ... until you hit publish.
So hit publish.
the rub
Here is the gameplan: Use the
everyday interactions you have with
clients and prospects to generate
ideas. Turn those ideas into content.
Promote the holy heck out of
each piece of content. Use digital
advertising to accelerate the growth
and expand the reach of your highest
performing content.
Rinse. Repeat.
Place your next risk with us to find out why Kansas agents
trust and prefer MIDLANDS: midlandsmgt.com/products
Ryan Hanley is the Head of Agency Nation, the
insurance industry’s leading resource for sale,
marketing and automation strategy. As a former
independent insurance agent and Certified
Insurance Counselor, Ryan has worked with
hundreds of insurance clients.
REBECCA DEYOUNG 405.206.8582 [email protected]
|January-February 2016| KANSAS INSURANCE AGENT & BROKER
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