38
• Kelly Donahue-Piro
• President of Agency Performance Partners
Top 5 Marketing Mistakes That Can Hold Your Agency Back
Your Host: Kelly Donahue-Piro
Facebook.com/kelly.donahue
Facebook.com/agencyperformancepartners
www.linkedin.com/in/kellydonahuepiro/
@kldonahue
Kelly Donahue-Piro
Ground Rules
Top 5 Marketing Mistakes
Mistakes• No One Is Reading My Blog, So I Stopped
Blogging
• I Just Don’t Get Anything From LinkedIn
• Our Email Open Rates Are Too Low, It Must Not Work
• We Get No Leads From Social Media
• My People Just Don’t Buy Into Marketing
3 Truths
In Today’s Marketing There Is No Wrong, There Is:
Test & Refine
You Haven’t Given It Long
Enough To Work
Be a Forever Student
3 Truths
There is no more pay to make the phone ring, you have to WORK!
3 Truths
Today It’s About Smarketing
Modern Consumer Check
How Are You Going To Find Sell & Keep Me
Hint… I have 14 policies
Myth 1: No One Is Reading My Blog.
No One Is Reading My Blog Common Blogging Challenges
• No one is volunteering to write them
• Finding content is often as painful as the dentist
• It doesn’t seem like anyone is reading them
• I hired an intern but they don’t know anything about insurance, and I’m worried about E&O
• I personally wouldn’t read an insurance blog
No One Is Reading My Blog Debunked Myths
• Google is reading your Blog & LOVES fresh content. So if you want to be found, do it
• Most people won’t volunteer to write blogs. So hire a writer or find a marketing person
• Content is not difficult if only 20% of your blogs are about insurance…
• You have to share your blogs via email, social media and to your team to share
• Make your blogs about what people love, not about insurance
No One Is Reading My Blog Blog Topics That Are Great
• Community Events
• Agency News (Birthdays, Anniversaries)
• Client Profiles
• Insurance Related
– Top 5 Ways To Make Sure You Teen Makes Curfew
– 3 Biggest Home Improvements That Drive Value
– Best Way to Spend $1 Per Day
I Just Don’t Get Anything From LinkedIn
Common LinkedIn Challenges
• I hate all the email notifications
• All these strangers ask me to connect
• What would I do on LinkedIn
• I don’t have time for that
• I just don’t see the value
LinkedInDebunked Myths
• LinkedIn allows you to stay connected much better than the stack of business cards on your desk
• You can tell your story and connect
• You can see who your leads and prospects have in common
• It helps you get introduced to your top 20 list
• It allows prospects to learn about you in a more
passive way
Let Me Show You How it Works
Our Email Open Rate Is So Low
Common Email Challenges
• Our email open rate is only 17%
• Some of the emails go to spam, that can’t be good
• When we send out an email it doesn’t rain leads
• When we send out an email, we have unsubscribes!!!
EmailDebunked Myths
• Email is NECESSARY as an efficient and effective way to stay in front of your client
• You need a killer subject line
• Send to specific databases to see the best open rates (hint: prospects will be lower than customers)
• You need to segment
• You need a strong and simple email with a BIG call to action
Email• Top Email Campaigns
• Birthday
• Holidays
• Storms and Weather Issues
• Charitable Work
• Account Rounding
• Lost Business
• Unsold Business
• Renewal
• Lead Nurturing
• Surveys
We Get No Leads From Social Media
Social MediaCommon Social Media Challenges
• You don’t have a strategy to grow followers
• You share carrier content too often
• No on in your office is sharing posts
• You haven’t posted in weeks
• Your posts don’t include pictures or links to your website
• You're only posting on insurance
Social MediaDebunked Myths
• Sign up for Meltwater.com weekly social tips
• Make the posts about your agency’s brand and culture
• Keep image posts in brand
• Remember people care about small businesses so put the slant on small business rather than insurance
• Get your team to share, share, share
• Have fun, that’s what social media is about
My Staff Doesn’t Buy In
StaffCommon Staff Challenges
• They don’t want to be in pictures
• They don’t share content
• They don’t bring any ideas
• They make the marketing person feel like an outsider and don’t understand what they do all day
• They look like this guy ->
Staff
Debunked Myths
• Your Team Are YOUR Brand Ambassadors
• Interview for the right people
• Producers need to be on social media
• If your team doesn’t have pride in what you do and want to share it with the world, who will?
We Can’t Have a Killer Brand Without Killer
People
#appsattitude
Your Host: Kelly Donahue-Piro
Facebook.com/kelly.donahue
Facebook.com/agencyperformancepartners
www.linkedin.com/in/kellydonahuepiro/
@kldonahue
Kelly Donahue-Piro
