the Customer
It seems like a given that all Internet marketing activity would start with the expectations of the customer. Right?
It doesn't.
Too often, agencies promote what they have to sell, what they want to sell, or what they think the customer should buy.
However, sustainable sales growth is the direct result of understanding, and anticipating, the expectations of your audiences, then doing the work to meet those expectations.
Blogs, forums, and social media are great Internet business tools. They give your audiences an opportunity to tell you what is important to them, and they give you a chance to show that you are listening and responding.
In short, the internet gives independent agents the ability to build and strengthen relationships online - if you honestly listen.
The key to turning your agency web site into a sales channel is database, marketing, and analytical software that all works together. For years, that kind of software resided almost exclusively with large organizations.
Today, independent insurance agents have access to the same kind of integrated software, and can do business on the Internet just as effectively as the big guys. How? - by using the Adobe Business Catalyst (BC) suite of linked internet programs. (watch video)
Here is a list of BC functionality. However, to get an idea of how BC software, strategy, and web site content can all work together in an independent insurance agency, see Scenario
Both internet and traditional marketing activity is based on building and maintaining a database of prospective clients. The BC software suite automatically captures prospect information from the following sources:
In addition, BC can electronically exchange database information with your agency management system, and prospect information can also be manually entered into the BC database.
BC includes the following tools to engage prospects and web site visitors:
Manage your site yourself with the following BC capabilities:
Measure, track, and trend the performance of your web site using BC's sophisticated analytic and reporting tools.