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.

But remember that email marketing initiatives are only as good as your email list. Agents and brokers who do not have a comprehensive prospect and client email list should work on building one immediately. If you’re unsure how to accomplish this, seek qualified guidance. A high quality target list is the foundation of any successful e-marketing campaign.

Social media is a valuable resource for agents, as it is now common for 50 percent of webinar registrants to be gleaned from LinkedIn, Facebook and Twitter. There are many new and inexpensive tools to help you post to all major social media platforms simultaneously.

Webinars, combined with email and social-media marketing campaigns, can provide an impressive way for agents to differentiate themselves from the pack. Webinars can help you target prospects, clients or both, while helping you establish and maintain your “digital” relationships.

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