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Is there a Content Tipping Point for Converting Insurance Prospects to Customers?

October 1, 2012

Here’s one thing I know: Hundreds of our customers have used our insurance client newsletters year after year after year — some of them for more than twenty years now — because their clients and prospects read the articles.  It’s as simple as that.  They read the articles, so they trust the agency that provides the articles, so they do business with the agency.

How do I know this?  I know that the agency owners and marketers who buy our services are smart, intelligent people and that they don’t spend their hard-earned money foolishly.  But do I know this empirically?  No, I don’t.   I don’t even know if any of our customers have scientifically tested this assumption.  If you ask them, they usually say they know newsletters work because they do.

One of the great things about the Internet is that it gives us the ability to test the scientific validity of things we “know” in our gut.  This leads to actual knowledge we can use to improve our marketing.

There’s a social media marketing guy I follow, Marcus Sheridan, who writes a blog called The Sales Lion.  Marcus, who also owns a pool-building business, wrote a blog about his epiphany several years back when he realized after reviewing leads obtained from his website that the difference between leads who bought a pool from him and those who didn’t was that the pool buyers were leads who had viewed more than 30 pages on his website.   There is a tipping point for making a pool sale, he discovered, which is getting people to view at least 30 pages of his content.

The challenge for Marcus was to get more visitors to read more content.  So he started writing more and more content related to buying and building pools.

I suspect there is a content tipping point for insurance marketers as well, whether that content is delivered to visitors via paper or email newsletters, social media or websites.   I wonder what it is?  I challenge any of you insurance marketers to discover that tipping point.  Delve into your analytics and see if you can discover how many pages of content a visitor who has converted from prospect to customer has read.   I know there is a tipping point for my business  — providing marketing tools to insurance agents.  I’m trying to nail it down.  I’ll let you know when I do.

Meanwhile, above all, keep providing fresh, new content.  Even if you can’t always measure it, as Marcus Sheridan has discovered, there is a tipping point for every business.  And the more content of value that you provide, the more likely your prospects will reach it — and become customers.


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  • The Print Newsletter is Alive! — and Probably Stealing Your Business From You!

    "One of the forms of media most vociferously pronounced dead is the printed and mailed customer newsletter. Bloggers and social media experts love to conduct its funeral. But they're dead wrong. Their opinions — and that’s all they are — are ignorant and dangerous. ”

    — Dan Kennedy, from his book, No B.S. Guide to Direct Response Social Media Marketing

    • 1. What is the average open rate of an emailed insurance newsletter?
      According benchmarks provided by MailChimp Research
    • 2. What is the average percentage of clicks for an emailed insurance newsletter?
      According benchmarks provided by MailChimp Research
    • 3. What is the average amount of time readers spend with an email newsletter if they open it?
      According research by Marketing Sherpa
    • 4. What percentage of people read the print newsletters they receive?
      According to a survey in Entrepreneur Magazine
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    "Very rarely do you find an organization like SmartsPro that truly understands the industry that they serve. How do they prove it? Through clear and concise monthly content. I would confidently recommend James Whitaker and his publishing team to anyone but my competition!”

    — Ryan Liabenow,
    President & Client Relations,
    Webber Benefits Group,
    Benzonia, Mich.

    "I really appreciate the quality of your newsletters. I've worked in other industries where good content is fairly easy to find, but in this industry for some reason, that's not often the case. We're proud to put our name on the content that SmartsPro Marketing provides us."

    — Will McDonald,
    Director of Marketing & Client Relations,
    MFG Benefits,
    Reno, Nev.

  • "We are very impressed with the quality of the Newsletter and how clear and precise the PPACA articles are. Thank you!"

    — Ann Tyler,
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  • “We try to ‘touch’ our clients in a number of ways throughout the year. We sometimes put on seminars; we send birthday and sympathy cards and calendars, and we talk to our clients on the phone regularly. And of course we send our newsletter out monthly. We want our clients to keep us top of their mind."

    — Aimee Ouimette,
    Wisconsin Benefit Planning, Inc.,
    Minocqua, Wis.
  • “Upon sending the first issue of our SmartsPro newsletter for our agency, we received positive responses from our clients. The information in the newsletter is dependable, relevant and interesting. It makes our agency shine above the competition in terms of the value-added services we provide our clients. And it establishes for our clients a sense of value to our agency. This option was definitely a win-win decision.”

    — Wendy Vanderwater,
    Group Benefits Producer,
    Threlkeld & Company Insurance,
    Tyler, Tex.
  • "We've been a Smart's client newsletter customer for over ten years. We find the newsletters to be very informative. They provide a great way to touch base with our clients and prospects. I'm a firm believer in sending them to clients because when they read about the coverages they need, they call us to get them."

    — Van Maroevich,
    President and CEO,
    MOC Insurance Services,
    San Francisco, Calif.
  • “I really think my newsletters have bumped up my credibility a couple of notches,”

    — Susan Emery,
    Emery Benefit Solutions,
    Auburn Hills, Mich.
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    — Scott Crawford,
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    J. Smith Lanier & Co.,
    Atlanta, Ga.
  • "We struggled for over a year to develop our own content before we found our SmartsPro newsletter. Now we could not imagine not having it. It is a great resource for our clients and we get positive feedback from them. It's an incredible way to stay 'top of mind' with our clients."

    — Michael Bakonyi, REBC,
    Managing Partner,
    Employer Solutions Group,
    Austin, Tex.
  • "[Newsletters are ]… a great way to get your name in front of clients. If people constantly see something, that's a way to make them always think [about you] in regards to all their needs."

    — Linda Radcliffe
    Marketing Coordinator,
    GCG Financial,
    Bannockburn, Ill.
  • "The thought of creating from scratch a regular-scheduled customer newsletter, complete with industry updates and relevant articles as well as my insurance brokerage firm's news, is daunting. If I didn't have Smart's Publishing to rely on for the researching, writing and laying-out of our Insurance Buyer's News newsletter, all my time would go toward its production.

    What I like most is its flexibility; I can include as many or as few articles and pictures of my own as I want. If my company has news or an event that I'd like to share with customers, then I can customize our newsletter with self-written articles. Or I can leave it entirely up to Smart's Publishing to produce my company's newsletter, and it's sure to include timely information that is valuable to our customers."

    — Christina MaGee
    Higginbotham & Associates,
    Fort Worth, Tex.
  • " It couldn’t be easier! I invest only about an hour per issue, and we get a high-quality newsletter, customized with our own articles, staff bios and photos, mailed out to our clients."

    — Scott Addis,
    The Addis Group,
    King of Prussia, Penn.

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