WIN Magazine - Spring 2016 - (Page 20)

FEATURE EMBRACING NEW TECHNOLOGIES & ATTRACTION MARKETING STRATEGIES M Y SON IS a 31-year- old lawyer who recently purchased his first home in London. When I asked him what his buying process was, he looked at me with incredulity and replied, "Dad, I did a Google search, those on the first page I checked out on my iPhone and after some research chose three properties to look at and bought one." I then asked him how he bought his insurance, and he gave the same reply. This amazed me as I have spent a large part of my career selling insurance and never thought that I would see the day when insurance (and so many other products and services) was bought rather than sold. The new generation has grown up with technology and interact, socialize, work and make buying decisions in a totally different way than the older generation. Many of those in the younger generation are your clients or could be working for you. The AAMGA fact sheet shows that 33.7 percent of members are 20 to 30 years old and 29.4 percent are 31 to 40 years old. That is a whopping 63.1 percent just of the members are part of that new generation. With that in mind we have to ask ourselves the questions: * How will retail agents and potential clients find us and how can we prove our expertise and differentiate ourselves from our competitors * For existing clients, which social media channels are they using and how can we connect and interact with them * What technologies can we use to make client's lives easier? * What technologies can we use to make employees lives easier? * Can we outsource some of these tasks? * What are the most efficient, low cost marketing resources and tools? * How can we create that "sticky factor" that will ensure that we keep our clients? Fortunately, by embracing technology, we can meet many of these challenges. HOW WILL RETAIL AGENTS AND POTENTIAL CLIENTS FIND US AND HOW CAN WE PROVE OUR EXPERTISE AND DIFFERENTIATE OURSELVES FROM OUR COMPETITORS? Search engine optimization has become an expensive art, but by understanding Google and what it looks for, you can have your marketing teams use strategies to get your company onto the first page of the search. The first thing to understand is that you need to be part of the Google family in all marketing endeavors, in particular YouTube, Blogger and Google+. The starting point is to find a phrase that describes what potential clients would type into a Google search if they were looking for your type of business. My phrase is "sales technology speaker;" type it into a Google search and see the results. Once you have that phrase, ensure that it is on every page of your website, 2 0 | v i e w t h i s i s s u e a t | BY FRANK FURNESS in the keyword section of your blogs (with Blogger) and in the title, description and keywords of your videos with YouTube. Remember, that Google is all about fresh new content and the more you create the easier it will be to rank with Google. New content also helps you and your organization to stand out as thought leaders and industry experts. FOR EXISTING CLIENTS, WHICH SOCIAL MEDIA CHANNELS ARE THEY USING AND HOW CAN WE CONNECT AND INTERACT WITH THEM? Different clients hang out at different social media channels, but with your industry being mainly "business to business," many of your clients will be using LinkedIn, YouTube and Twitter. You need to consider asking your clients which channels they are using and what kind of content and how often they would like to be updated. Consider also that many clients will be "qualifying" you before that first contact and examining your website and company and personal LinkedIn profiles. LinkedIn has matured and you need to ensure that your personal profile is up to date. Include articles and video demonstrating your expertise and skills and take advantage of using 'showcase' pages for your business. WHAT TECHNOLOGIES CAN WE USE TO MAKE CLIENTS' LIVES EASIER? Webinars - Clients rarely have the time anymore to attend drawn

Table of Contents for the Digital Edition of WIN Magazine - Spring 2016

Surviving the Cyber-Liability Avalanche: How Contracts with Business Partners and Vendors Expose Companies to Cyber Liability
Data and Analytics: Another Dimension to Underwriting in the Specialty Insurance Market
Embracing New Technologies & Attraction Marketing Strategies
How the Cloud Levels the Playing Field for MGAs
Staying Agile in an Era of Disruption
Standardizing the Non-Standard Industry: E&S Working Group Champions Automation and Efficiencies
Using Technology Communities to Foster Innovation in the E&S Wholesale Distribution Model
Autonomous Vehicles: Considerations for Personal and Commercial Lines Insurers
AAMGA 2016 HeatMap of Emerging Issues and Trends: Challenges and Opportunities for the Specialty Insurance Industry
A Personal Note on Leadership: There’s Hope in the Young
In the WIN-ner’s Circle: Jim Mastowski and Coryn Mastowski Thalmann of Jimcor Agencies
Index of Advertisers

WIN Magazine - Spring 2016