Hosting benefits webinars is a highly effective way for insurance agencies to generate leads, acquire new business, and update existing customers. As I mentioned in an earlier post, insurance agency webinars are an engaging way to inform prospects about the benefits you provide. You can also use them to educate your existing customers about new services or plans you’re offering.
Ultimately, insurance agency webinars are a means to provide valuable information that is tailored directly to your audience and to gain insight about your customers. Read on for some important tips on how you can host a successful webinar for your insurance agency.
How to Engage Customers
The first step to creating engaging webinars is to find a topic of interest to your current customers. Find out what pressing questions your audience has by sending an email to your list or creating a social media post. Let them know that your agency is planning to answer these questions in a live webinar.
This strategy will help your prospects feel more invested in the topic and may prompt them to sign up for the webinar. You can also find topics of interest by polling your email subscribers and social media followers, using analytics to identify your most popular content, and searching online to see what insurance topics are trending.
Some topics that could be relevant to brokers include:
- How to use high deductible health care plans and HSAs to combat rising health care costs
- What do you need to know about ACA reporting?
- How do you create a competitive benefits package?
- Is telemedicine useful?
It’s also essential to have an informative and attractive landing page for insurance agency webinars. Landing pages should include the date and time of the webinar, short bios of your presenters, topics the webinar will cover, information about how the event will help your audience, and how to access the webinar.
In the weeks leading up to the webinar, engage your audience on social media and send reminder emails that emphasize the webinar’s value to them and their companies. In the emails, you can include blog posts, eBooks, and other materials that are relevant to your topic. By taking these steps, you can boost your prospects’ interest and generate excitement for your webinar.
Focus on the Content
When designing insurance agency webinars, it’s essential to provide informative and engaging content for your prospects or customers. You can even mention the benefits you’re offering or hint that a problem they’re facing is something your agency can help them with.
It’s important to remember that you will need to hook your audience immediately, so they stay with the webinar. Explain exactly what they are going to learn and how it will solve their companies’ problems. If you’re going to cover ACA reporting in the webinar, hook your audience by stressing the importance of it. For example, some companies face large penalties with the IRS when they fail to accurately complete ACA reporting. Or you might explain how American businesses can save time and money if they offered telemedicine.
Since webinars rely heavily on visuals, make sure your slides are image-based. Avoid using slides that are text heavy, which take time to read and are not as interesting for your participants. If you use bullets, have them build as you talk so that your attendees aren’t skipping ahead.
Another good practice is to have a script to guide the presenters and make sure they cover the essential information in the allotted time. That being said, you don’t need to script every word, and presenters should feel free to go off script to elaborate on a point or to interact with the audience.
As your presentation winds down, include a call-to-action so your audience knows what you want them to do next. For your clients, this could mean signing up for a free consultation or downloading a white paper on the benefits your agency can provide them. If you offer something, make sure it is easy to use, helps your audience solve a problem, and saves them time or money. As an added incentive, make the products or materials available for a limited time only.
For your benefits webinar to be effective, the content ultimately needs to provide valuable information and solutions to your leads and customers.
How to Promote Insurance Agency Webinars
Once your landing page is up, it’s time to promote your webinar. There are many different ways to advertise the webinar, including your website and blog, your agency’s social media channels, partner promotion, and email marketing.
Make sure to mention the webinar on your company’s website and blog. On your blog, create a post announcing the webinar and explaining what it will cover. Include a call-to-action letting your audience know what to do next and provide links to your webinar landing page.
Leveraging social media is another useful way insurance agencies can market their webinars. In addition to promoting the webinar among your existing followers, make the most of your hashtags. Create a specific hashtag for the webinar and encourage your participants to use it when tweeting questions about the presentation. In addition, using insurance-related hashtags can help publicize your agency to prospects outside of your current network.
Partnering with another insurance agency is another useful tactic for promoting your webinar. Often, complementary companies are looking for valuable content to post on social media or in their newsletters. Send content based on your webinar to key contacts at other companies and make it easy for them to share.
And don’t forget about the power of email marketing. Send emails announcing the webinar to people who are already subscribed to your agency’s email list. Keep these emails short and to the point, and include links to make signing up for the webinar easy. In the days leading up to the webinar, send out reminder emails to boost your webinar’s attendance rate.
Final Thoughts About Insurance Agency Webinars
When it comes to planning benefits webinars, there are many steps you can take to increase their effectiveness. Engaging customers with a topic that matters to them, providing valuable information that addresses their problems, and using established marketing tactics can help ensure the success of your webinar.
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