WIN Magazine - Spring 2016 - (Page 20)
TECHNOLOGIES & ATTRACTION
Y SON IS a
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
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
* 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
* What are the most efficient, low cost
marketing resources and tools?
* How can we create that "sticky factor" that will ensure that we keep
Fortunately, by embracing technology, we can meet many of these
HOW WILL RETAIL AGENTS
AND POTENTIAL CLIENTS
FIND US AND HOW CAN WE
PROVE OUR EXPERTISE AND
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 | www.aamgawin.org
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 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
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