The great thing about running an agency today, is that all the tools now exist to enable you to position your agency as a thought leader in the minds of your prospects and customers.
So what are these tools?
Once you have assembled your toolbox, you have all the resources in place to begin establishing your agency as a thought leader.
Although, there is still one thing missing and that is great content.
The days of creating sales brochure style content are over. Today great content must be useful and informative. It needs to be content that makes your customers go, "wow, that is really good information". Independent studies shows consumers are 60% through the buying decision before reaching out to an agent for help. No content no policy.
Now I know some may question, " Well isn't that the magic sauce? Are you not giving away all of your secrets?". To this my answer is always the same - if it was that easy then what value are you really bringing to the table? Your prospects would not need you as they would just do it themselves.
The reality is what you do is much more complex. You have invested blood and sweat in putting in place the procedures, the staff, the relationships with carriers that make your agency tick. Your objective is to have your customer or prospect choose you over another agent that has that same infrastructure in place.
Your toolbox for effective thought leadership are the tools listed toward the beginning of this post. The information you share on your blog, which you then distribute via social media sites such as Twitter, Facebook and LinkedIn are your weapons in your battle against your competitors to be that #1 choice. Make sure you have good content in place to win it.
So what are these tools?
- Website
- blog
- Twitter
Once you have assembled your toolbox, you have all the resources in place to begin establishing your agency as a thought leader.
Although, there is still one thing missing and that is great content.
The days of creating sales brochure style content are over. Today great content must be useful and informative. It needs to be content that makes your customers go, "wow, that is really good information". Independent studies shows consumers are 60% through the buying decision before reaching out to an agent for help. No content no policy.
Now I know some may question, " Well isn't that the magic sauce? Are you not giving away all of your secrets?". To this my answer is always the same - if it was that easy then what value are you really bringing to the table? Your prospects would not need you as they would just do it themselves.
The reality is what you do is much more complex. You have invested blood and sweat in putting in place the procedures, the staff, the relationships with carriers that make your agency tick. Your objective is to have your customer or prospect choose you over another agent that has that same infrastructure in place.
Your toolbox for effective thought leadership are the tools listed toward the beginning of this post. The information you share on your blog, which you then distribute via social media sites such as Twitter, Facebook and LinkedIn are your weapons in your battle against your competitors to be that #1 choice. Make sure you have good content in place to win it.
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