Create a Compelling Digital Presence
“Going digital” doesn’t mean an agency needs to give up its local, independent, personalized, face-to-face approach–it means promoting those same qualities that have served the independent agent so well using the power of digital tools.
Every agency needs a “compelling digital presence” in which all the pieces work together and drive traffic between them. The agency website must be more than a static, institutional brochure (our favorite line is that “it’s not to be read but to be used”‘), social media activity must be targeted, consistent and conversational and a mobile app must bear the agency brand and contain those features clients most want. And most important, every tool must project the same “true differentiators” –those characteristics that separate the agency from all others. Agencies that lack this digital presence drive away business in two ways — 1) they lose current clients to more digitally-savvy competitors who make it easier to get answers and stay in touch 24/7 and 2) they lose the opportunity to even pitch prospects because they project an image of a “digital dinosaur.” The road to a compelling digital presence need not cost an arm and a leg but does require the right vision and the right tools. Find out how we can help your agency as we have helped many others.
The Wetzel Social Media Content Roadmap©
All content is original, from social media posts to blogs –not just keywords and emojis but real stories that educate, captivate and motivate.
Our first product, developed, expanded and refined over the years, delivers a one-of-a-kind tool – a powerful one-time, affordable, and customized digital strategy and action plan that any agency, regardless of size, can implement on its own from day one. The Roadmap was developed to solve a major problem for agencies – that social media remains a challenge to many principals and younger producers in how to use it effectively and achieve measurable results. As a consequence, many agencies struggle with implementation and hesitant to invest much effort in it and, if they are, remain unsure where to start and how to measure it.
The Roadmap delivers:
- A detailed analysis of the agency’s website and social media activity as compared with competitors.
- Identifies the agency’s true differentiators and how they compare with competitors –the themes and messages that will make it stand out from the rest and resonate, not just on social media sites but also on the agency’s website and other marketing materials.
- A full year of content tailored to the agency, broken down by month –not cookie-cutter content but created to reflect the agency, community and markets.
Social Media Accelerator© (Through One Big Broadcast)
The Accelerator gives the digitally advanced agency a tool to supercharge its social media marketing reach and outflank the competition using a cloud-based high performance content creation & marketing platform. Social SEO (search engine optimization) increases traffic back to your website, but can be time-consuming with a cumbersome content management platform. The Accelerator operates from a single dashboard and enables automated integration of an agency’s blogs (realtime or scheduled) to multiple social networks to give an agency’s content a broad reach. Can be bolted onto most websites.
Website Design & Maintenance
Like the Social Media Content Roadmap©, our website development protocol represents a departure from common practice. We do not use “cookie-cutter” templates — every website is an original design that reflects the agency’s personality, communities and markets. We also create the content first — to put into words the agency’s true differentiators (those unique characteristics that separate it from competitors) before building the design around them.
Key elements include:
- A personalized, easy-to-navigate structure for all users — agency staff, clients and visitors.
- Strong, original visual appeal and clear, direct messaging.
- Multiple calls-to-action.
- Emphasis on agency characteristics that set it apart it from competitors.
- Compliant, intuitive, SEO-optimized content that informs and motivates.
- A structure that enables agency staff to change content and photos easily to maintain freshness, spontaneity and SEO-optimization.
- Accessibility and readability on desktops, laptops, tablets and smartphones, regardless of brand.
- Expanded connectivity tools, including multiple drop-downs, live chat and web messaging, a mobile app (we endorse https://insuranceagentapp.com), use of video and direct, individual connections to staff, including phone, email and text.
All content is original, from social media posts to blogs. Social media posting is done on a month-to-month basis unless the agency requests a longer-term contract, usually six months. We contact the agency each week with new content with visuals (2-3 posts minimum) which the agency can post on its own or by us. The service includes regular contact each month to take advantage of developments in the office. Cost is $225 per month or $195 per month with a commitment of six months or more. Boosting charges are extra.
Blogs come in two forms. A standard blog (400-500 words) is suitable for a website and repurposed on social media for maximum reach. The creation process begins with a consultation with the client, discussing a range of topics, then briefly interviewing an agency staff member about the approach to the topic (usually but not always about insurance) and then creating it, including visuals, and finally submitting for approval. Cost is $200 per blog or $500 for a package of three. Microblogs are typically 125-150 words, communicate a simple idea, fact or testimonial and sent out to multiple social media platforms using the Social Media Accelerator© described above. Because of their shorter length, microblogs can be produced in greater number and sent out more frequently to target groups. Agencies may create their microblogs with a Social Media Accelerator contract or we can create them at a per-blog cost of $45.
Phone Messaging (Through On-Hold Systems)
No prospect and client wants to be put on hold, however even the most efficient agency can’t guarantee that it will never happen. When the inevitable does happen, agencies must avoid bland elevator music and generic, condescending “your call is very important to us” messaging. Short, well-crafted and agency-specific messages can promote charity activities, timely tips, social media posts, workshops and product details with a frequency as often as one month. The process to get started is simple. We will collect contact information, discuss options, develop script and schedule production. Pricing ranges from $40 to $120 per month. For most agencies, the best value is $59 monthly service and features one location, unlimited updates, one voice, music, and up to a three-minute message.
Messaging (through Live Person)
The way consumers and businesses communicate has changed dramatically since 2000 — from the phone to chat to messaging. Web messaging is now dominant across all age groups and geographies and is now used by consumers ten times more often than voice calls. Messaging delivers a better client customer experience and unlike live chat, messaging stays connected 24/7 and can be integrated into CRMs. Insurance agents can now be as flexible and accessible as their clients and prospects. The base cost starts at $40 per month and can be upgraded to fit an agency’s needs.
Our one-hour and two-hour in-person courses carry CE credit in most states.
Webinars are available on the digital marketing topics below. These webinars can be customized and recorded for on-demand viewing.
- Using LinkedIn to build books of business
- Effective Blogs – It’s What’s In Your Head and Heart
- How the Digital Rules of Engagement Have Changed (in development).
- Why Chat Isn’t What It Used to Be – and Why It’s More Important Than Ever (in development)