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April 14, 2015 at 12:00 AM
Spring is a great time for an audit (and not just of the IRS variety). Your lead-generation program should also be audited from time to time to find areas of improvement or expansion. For instance, have you considered offering an educational webinar series? Agents who incorporate insurance webinars into their marketing initiatives can see impressive results.
Registration can range from 50 registrants to more than 300, with a 60 percent or greater attendance rate — especially if you have interesting, educational content. Insurance webinars can be effective for any agency but are most effective when specific groups are targeted. They help showcase your expertise, demonstrate your thought leadership and elevate you from salesperson to partner and consultant.
Where can agents and brokers find topics and speakers for webinars? Leverage internal experts, external partners, carrier partners, consultants, CPAs, tax advisors and industry consultants to create a well-attended webinar series. To ensure an optimal result, insurance organizations can either leverage their internal marketing team or outsource the initiative to a marketing agency.
You can market your webinar via email and social media. Both can prove highly effective in driving people to register. Email marketing initiatives should be handled by professionals, who can ensure you don’t run afoul of CAN-SPAM and opt-in email marketing rules. And, you can record your webinar and use it to augment insurance websites, resource libraries and YouTube channels to extend your marketing reach.
