State Auto Digital Agent

By Clinton Houck , Senior Agency Marketing Consultant, State Auto Insurance Positive Google reviews demonstrate that you are a true, local expert. Reviews show that real people have used your services, and your business met their needs. Getting regular positive reviews signals to Google that there is a higher probability that your business can help consumers get their needs met than other services. Studies have shown that 84% of consumers place as much value in a Google review as a traditional referral, and if a business has between 6 to 10 reviews, that the business is trustworthy.  In fact, an agency I worked with recently started a Google review process in their office and a couple of weeks in I received this email:  Strong Google reviews help make sure your business shows as one of the top three options on the map that appears above any other organic search results. An example is listed below:  What's the first thing you notice when you look ...

"Twenty percent of our insurance clients create eighty percent of our work." Have you heard this line before? I’ve spent a decade in the insurance industry in both the carrier and agency worlds. In my experience, the 80/20 rule seems to be almost universally accepted, and the majority of resources are spent on a small number of needy clients. What’s not universally accepted is this: How much of the resources should be spent on the 20 percent? How can an agency service these clients differently? And, how much stock should an agent put in what these clients say they need? When pressed, many agencies share that the accounts needing the most service are the type of business they don’t really want anyway. So why do they continue to serve those accounts? For some agencies, it simply comes down to pride in providing excellent service to all clients. For most, it’s a symptom of a larger operational problem - lack of data analytics. Spending precious time and resources ...

The Problem In today’s rapidly changing business environment independent agencies have to adapt if they want to remain relevant and successful. If independent agencies want to win, and win big, they need to strongly consider investing in a position that’s devoted entirely, 100 percent, to digital marketing. Independent agencies have always needed producers and customer service specialists. Modern agencies have a new but critical need: someone who understands digital marketing and can generate a steady supply of qualified leads. Essentially, someone who can manage an agency’s entire online presence, branding and lead generation strategy. And guess what? That’s a full-time job. You want to get that captive/direct agency up the street with the unlimited traditional marketing budget nervous? Find a digital marketing guru and give them the tools (and budget) to succeed. The Job Posting Independent agencies looking to grow, this is the job posting you need to b...

In case you missed our recent posts, you can start to build a strong base with your social media by completing a social media check up , polishing up your LinkedIn profile and getting ideas for what to post on social media . But to truly get value from your efforts, you must realize the importance of the daily management of your social presence and proper tracking and reporting of your data. Imagine this: You log into Facebook to do a post on your Page, then log out and get back to work. As a result, three things take place: You get a message from someone interested in an insurance quote, a client posts a public complaint about your agency, and a community partner tags you in a post. If you don’t check your Facebook Page the rest of the week, you’ve just missed out on opportunities to nurture a lead, regain trust with a customer and connect with your community. These small social actions may not seem like much, but you might be surprised how much social media can be part of you...

You've heard a lot of great ways to market your insurance agency. There's Facebook and Twitter, your website, email. But have you thought about the power of LinkedIn for an independent insurance agent? It's definitely a channel you don't want to miss. From using your personal profile to creating a business page, LinkedIn can be a valuable tool for agents. Here’s how to get the most out of LinkedIn for your agency. 1. Create your personal brand . If you don't tell your story, who will? Put your best foot forward with a polished LinkedIn profile. A completed profile gets picked up in more search results and boosts your credibility. 2. Networking at scale. With over 400 million active users, LinkedIn is a gold mine for  potential leads. Not to mention it's a great way to stay in touch with old classmates, coworkers and other insurance professionals, all which can lead to new knowledge, business referrals and personal development. 3. Stay up to date on ind...

Do you ever get so caught up in doing something that you forget why you originally started? Many businesses get that way when it comes to social media. We’re told to be on Facebook, Twitter, Snapchat and more … and it just gets overwhelming to manage. But social media is more than a “set it and forget it” marketing platform. Whether you’re a seasoned social media veteran or just getting started, it’s time for a social media check up. Just like going to the doctor for your yearly check up, you should check your social media health in these eight areas. Download our Social Media Audit Worksheet to guide you along. What is your goal for social media marketing? You can grow your audience, get new leads, drive business, be more connected to your community … your reasons for using social media are unique to your business. Write them down and decide how you’ll know if you’re successful. This will help you stay focused on the ultimate goal. Find your best, worst and forgotte...

National Small Business Week kicks off the first week of May, and it’s a great way to get involved in your community. Why would you want to do this as an independent insurance agent? Because you may be a small business yourself! Since 1963, the Small Business Association takes the opportunity to highlight the impact of outstanding entrepreneurs, small business owners, and others from across the nation through National Small Business Week. The power of small businesses is hard to miss. More than half of Americans either own or work for a small business, and they create about two out of every three new jobs in the U.S. each year. Definitely something to celebrate! But you don’t have to keep your celebration to one week. Here are a few ways you can show your appreciation to local small businesses: If you are a small business yourself, share your story! Highlight your small business insurance customers. Show your support for the small businesses that support you! Share the...