Using Data To Improve Your Clients’ Experience

If you have not been collecting data to help you improve your clients’ experience, you are probably doing your business a disservice, and are not growing it as much as you could be. Insurance is a competitive industry, so you need an edge to keep your customers – after all, they’re the lifeline of your business! You’ve got to make sure your customers are engaged and happy, but in order to do this you need to know exactly what it is that will keep them satisfied; the edge you need could be data-driven tools and data analytics that will help you improve customer experience. Find out just how data analysis can be used to improve customer experience and ultimately grow your business, as well as which data collecting platforms to consider.

Target the Right Customers

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80% of revenue comes from just 20% of customers, so you have to target the right ones!

Have you ever heard of the Pareto Principle? Or maybe you have heard of it as the 80/20 rule? Either way, it has a lot of applications, but you’ll probably be most interested in this one: according to this principle, 80% of revenue comes from just 20% of customers. That means it’s important to not only find your target market and get valuable leads, but also to determine which of your customers are the loyal 20% who will stick around and come back to you for help with their insurance needs.

You can use data collection to find the most profitable customers and prioritize them, as well as get information that will help you decide which products to cross-sell and up-sell to customers who are more willing to spend more money.

Get Insight Into How Customers View Your Brand

Satisfied customers will spread the good word about your business, which will help you grow, and will help make your brand appear more authoritative. How do you know what your customers are satisfied with, and what areas you need to improve on? You can collect formal surveys, look at social media contacts and any other exchanges between customers and your business, and analyze the quantity and quality of your feedback.

Focus Your Marketing Strategy

Collecting data helps you implement better marketing strategies, since you’ll be able to see the click-through rates of links in emails and on social media, meaning you’ll know what is working and what isn’t. Once you know who is viewing what, you can use data analysis to customize marketing campaigns based on factors such as:

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  • Which technology consumers prefer to use
  • Personal beliefs and interests
  • Average income and education level
  • Age, gender, and location

Data Platforms

You can examine all the data you collect to view the bigger picture of your marketing strategy, and then prioritize your most promising leads and customers and target them directly. Here are some of the most popular data collecting platforms to consider:

  • RiskMatch- Described as an insurance intelligence solution that provides agencies and brokerages with the data-driven insights they need to grow their business and stay competitive in an increasingly complex industry.
  • Tableau Insurance Analytics- Tableau makes visual insurance analytics available to anyone in your business. With this platform, you can explore in real time and react to change faster.
  • InsuredMine- A digital platform of integrated technologies enabling independent agents and carriers to offer an omni-channel experience to their clients. This platform claims that it can help you grow your business by converting more leads, engaging with more contacts, and retaining clients longer.
  • Domo– Lets you integrate data from any source, turn data into live visualizations, and extend Business Intelligence (BI) into apps that empower your team with data.
  • Apache Hadoop– An open-source framework that is used to efficiently store and process large datasets ranging in size from gigabytes to petabytes of data.
  • SpatialKey– a browser-based service that provides data-driven analyses. Geospatial data is used to provide effective business analytics. Users can see interactive analytics and easily create reports.

Using data to analyze your marketing strategy will help you improve customer relations, and ultimately grow your business. If done right, you will find new leads, boost your brand, and create a more effective marketing strategy. To get you started in using data analytics, we have listed some platforms to look into, but if you are looking for leads, Benepath can offer exclusive leads who are ready to buy. We provide you with real-time leads through a secured process, and give you a customized thank you page so your leads will be ready for your call. To get more information, fill out the form below or call 866-368-0377.

Content Marketing Funnel Stages

Spend any amount of time scrolling through social media or browsing the internet and you’ll see a lot of content that is trying to get you to buy something, sign up for something, or learn more about something. This type of marketing, known as content marketing, can play a huge role in attracting customers to your brand and business. Creating content like this is part of the content marketing funnel, which is a way to introduce leads to your business and then convert them into sales by “funneling” them through various stages of content. The content marketing funnel has its own place in the sales funnel, and can naturally push customers towards your product or business. Before jumping into creating content, though, you need to know the five stages of the content marketing funnel: awareness, evaluation, conversion, purchase, and repurchase.

2 megaphones pointing in opposite directions, one blue and one orange.
First you need to raise awareness of your business and get exposure!


This stage is very important for businesses, because it is the stage in which you produce content that gets the attention of potential customers. After all, before a lead becomes a customer, they have to be aware that your business even exists! During this stage, you should be posting mainly on social media. Your content should speak to potential customers about what’s important to them. Engage with them as much as you can in order to grow your visibility on other people’s pages or walls. You can share interesting articles or videos (including those you have made yourself), write and share blog posts, and even create a podcast!


After coming across your content, customers will evaluate whether they need your product, and whether it will be a solution to their problems. This is the evaluation stage. During this stage, you should be trying to build trust with customers; the best way to do this is by providing them with all the information they will need to make their decision. At this point, they will hopefully be looking at your website, so make sure that you are SEO-optimized. You should also make sure that your service descriptions are up-to-date, and that your site includes information about your company, such as your background and values.


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Make sure to include a call-to-action for prospects to request more information.

Once a customer has visited your website, you need ways to continue to funnel them towards making a purchase. This means that it should be easy and appealing for them to sign up to receive updates/more information. This is the conversion phase. Make sure you have a visible call-to-action, try using an email drip campaign, or even offer a free trial for your services to entice them to give you a try. By presenting potential customers with as much information as possible during this phase, you can help steer them towards a purchase.


The average customer engages with 3-5 pieces of content before talking to a sales rep. If you have successfully led them through the funnel that far, then you have a good chance of making a sale. But once a customer has decided to purchase your product, you still need to keep the customer relationship going. This stage is all about continuing to engage with your customers and making them feel important so that they stay satisfied. Having great customer service skills will eventually get your customers coming back and referring you to others.

Repurchaseone hand coing out of a laptop screen with a credit card reaching towards another hand coming ojut of a laptop screen with a brown bag

After a customer has purchased from your business, you need to keep them coming back to you to use your services again. During the repurchase stage you will be focusing on developing customer relationships by continuing to engage with your customer. Stay in contact with them to make sure that they are happy, and if they are not, then see what you can do to make them happy. When you keep your customer happy, you will have a customer for life!

How to Maximize Your Productivity

As an agent, time management skills have a direct impact on your performance and sales. It goes unsaid that they are necessary to excel in your industry. However, even though everyone has the same amount of hours in a day, some people are able to accomplish so much more than others. Wondering how to maximize your productivity like some others do?

Perfectly organized planners and spreadsheets could explain smoothly handling a flood of tasks. But there are other solutions for the rest of us to navigate a variety of commitments and optimize our time effortlessly.

We have an answer to this dilemma – in a career where missing deadlines is not an option, the Covey time management grid is guaranteed to help you to manage your available time more efficiently.

Covey’s 4 Quadrant Theory offers a simple format to organize your tasks. Covey, an American keynote speaker and author of The Seven Habits of Highly Effective People , uses four quadrants that allow you to prioritize tasks in relation to their importance and urgency. This helps you to decide whether you need to address a task immediately or if you can postpone it.

Responsibilities are grouped into four categories: Important, Urgent, Not Important, and Not Urgent.

Quadrant I – Urgent and Important

In this section, we find tasks that have skipped out of the non-urgent category and have a significant time sensitivity associated with their completion. Urgent responsibilities require immediate attention. These activities are often tightly linked to the accomplishment of someone else’s goal. Not dealing with these issues will cause immediate consequences. While careful planning can help avoid tasks entering this quadrant, tasks will pop up or increase in urgency to land themselves here.

The real skill is to commit time to processes that enable you to work on tasks more quickly and with ease. It also ensures that they get done more efficiently.

Examples: Crises, deadline-driven work, medical/other emergencies, last-minute preparations.

Quadrant II – Not Urgent but Important

Covey’s time management system proposes creating time to focus on important tasks before they become urgent. Quadrant II activities are not urgent, but they are important.

These tasks are your long-term strategies and goals. Staying on top of these in a consistent manner will ensure that you are always one step ahead of where you need to be. This prevents you from ending up in Quadrant I on a frequent basis.

In addition, there are important activities that fall in this category including relationship building and recreation. We often read about organizing our professional lives, but personal lives need to be weighed into the equation as well. To avoid burnout, we need to focus on ourselves, family and friends as part of the equation rather than an afterthought, and Covey realizes this as part of his structure.

Examples: Preparation and planning, relationship-building, exercise, nutrition, and regular doctor checkups to prevent urgent health emergencies.

Quadrant III – Urgent but Not Important

The third quadrant is reserved for tasks that are urgent, without being important. Covey recommends minimizing or even eliminating these tasks as they do not contribute to your output. Delegation is also an option here. At best, these are distractions with high urgency.

Tasks that land in this quadrant often come from sources that regard the task as urgent and important (Quadrant I). Because of emotion, they fail to delineate between the two. When approached with tasks in this quadrant, it is best to delegate, as previously stated, but do so in a way to subside the crisis-level emotion and guide the task into its true “not-important” category.

Examples: Emails, calls, meeting other people’s priorities instead of completing one’s own tasks.

Quadrant IV – Not Urgent and Not Important

The fourth and last quadrant focuses on tasks and responsibilities that do not yield any value—items that are unimportant and not urgent. These time wasters should be eliminated in designated work time as they have little to no value. However, this quadrant can be used as a reward.

While you want to remain out of this quadrant while trying to drive results, some tasks in this quadrant do have there time and place. An effective use of your time would help you operate in this quadrant by choice rather than venturing into it as part of a by-product of aimlessly wandering through your day.

Examples: Busywork, mindlessly watching tv, scrolling through social media, procrastinating important responsibilities.

How Does This Apply To My Career?

If you’re like most people, you probably spend most of your time on activities that either fall into Quadrant 1 or Quadrant 3 because they’re urgent. And, as an insurance agent, you cannot afford to be scrambling to complete a never-ending list of urgent tasks because they weren’t addressed when they fell into the second quadrant – important, but not urgent.

You must manage promoting and selling insurance products and services to your customers above all. But you also have to balance doing your own research on the plans so you can give sound financial advisory services and customer support to your clients. Marketing strategies must be drawn and redrawn from time to time, keeping in mind your customers’ preferences.

If you sell a variety of insurances, such as health, life, commercial, or medicare – you must complete these objectives for each vertical. Long story short, you have your work cut out for you. But through implementing this model, your load will become significantly less daunting.

Is Google Ads’ ROI Worth the Cost per Acquisition?

In internet marketing there is a variety of sources that help contribute to a company’s goals in marketing efforts. One of the most popular internet marketing platforms that is well utilized is a little platform called Google Ads, ever heard of it?

Google Ads is a hot topic in internet marketing and has been for a decade now. However, there has been a recent discovery that is making marketers thing twice of the platform in their marketing strategy.

Marketers who have used Google Ads year over year, a trend of increasing average bid price per keyword has become a more prevalent issue every year. As seen here using data collected by Hochman Associates, the average Price per Click (PPC) across all verticals for keywords has increased by roughly 73% since 2010, and 463% since 2005.

In addition, the average Cost per Conversion has steadily increased in correlation with the increase in average PPC. While each advertiser may have a different definition of what constitutes a conversion, these statistics show on average how the advertisers conversion cost has increased year over year.

Like investments, marketing sources are best to be diversified in order to reduce reliance and the impact that a potential problem could have on a marketing program. However, being that Google Ads was, at one point, a cheap source that could provide incredible volume, marketers are now looking elsewhere to supplement their volume needs. This increases cost per acquisition across the board.

Ever Thought About These Tips For Insurance Marketing?

While the internet is saturated with insurance marketing advice, there are a few established techniques that any insurance agent can implement into their marketing strategy.

Keychain tags are one of the oldest tricks in the book. Insurance agents can find benefit in providing keychains to their customers. Offering keychain tags can make sure clients have your contact information readily available when they need it – like if they have an accident or a house fire. Customers will appreciate having your contact information if they are faced with an emergency. In unpredictable weather, — like foods, hurricanes or tornadoes — in earthquake areas, or even after an accident requiring medical attention insurance is a must. Make sure your clients know how to get a hold of you fast.

This next tip is a great tip for existing clients, particularly those with a cell phones, tablet or other form of e-device. Encourage clients to program your insurance agency number and your business cellphone number into their devices in case they have a claim or a billing question. Imagine that someone asks them for the name of a good insurance agent and they have your information right at their fingertips.

Maybe you find yourself with some business, but would like to receive more referrals? If so, then ask for them. However, getting referrals is not that easy, as clients will not give you a referral if they did not receive the adequate amount of attention. As it turns out, many agents do not keep in touch with clients on a regular basis and check to see how they are doing. This is not a good strategy for you get referrals. To successfully obtain referrals, build relationships with your clients and always provide great customer service. And if you are out of ideas on how to get referrals, check out this website that lays out how agents can get more referrals.

If you need more resources on marketing an insurance agency on your own, then check out the Insurance Website Marketing Bible here: It is free for insurance agents and has many other helpful marketing tactics and suggestions.

Insurance agents need personal development too

Personal development is something that all insurance agents need to pursue during their careers. You would not want to go to a doctor who stopped learning new things when they got out of college. So why would you want to deal with an insurance agent who is not up-to-date on the latest policies, riders, exclusions, exceptions and so forth.

It is one thing to have a great marketing strategy and great customer service. But, no matter how well you and your agency are doing, there can always be improvement. Personal development and self-improvement are the key components to a growing insurance agency.

When selling your product, you should be aware that you are the driving factor in the success of that sale. Therefore, it is worth your time to invest in self-improvement. Take advantage of other agents at your agency and ask them for advice on how to get even better. Search online for self-help and development books, attend seminars and talks and join groups, organizations and alliances.

If and when you take the steps to improve and develop your sales skills, your interpersonal skills and communication skills you will find that converting leads into loyal customers is easier. Remember that while the product you are selling is important, the customer service you provide is imperative to success.

Keep moving toward your goals, executing your plans, creating roadmaps to success. Take what you learn and apply it when working with leads and when following up with established customers.

How to Stay on Course Marketing You and Your Insurance Agency

Insurance marketing is not as simple as it may seem. And to get where you want to go, you need to make a step-by-step plan to get there.

Right from the moment you decide to open your insurance agency, you need to know why and how you will accomplish your goal. Many reasons for opening an insurance agency exit. Maybe you want to work independently, be your own boss. Or maybe you want to work solo. Once you make the decision to start your own agency, you need to know how to get there.

Once you take care of the logistics, like finding the location of your office, completing the necessary paperwork and finding the right team members it is time to think about your marketing strategy.

Not so sure you want to market online? In the age of the internet a business without an online marketing strategy will not make profit. Using a well-established marketing strategy to your advantage will allow you to unleash the potential to reach an infinite audience.

When it comes to planning a marketing strategy you are bound to find numerous pieces of advice on the best strategy for your business. In fact, there is no one golden rule for successful marketing. Depending on what your business is, what is sells and who its target audience is, your marketing strategy will differ. The best piece of advice is for you to try the various marketing strategies available one at a time to see what suits your marketing plans and communications style. Just remember, be consistent once you find your niche.

Next, give some thought to personal branding or attraction marketing. You are not just selling insurance policies, you are selling yourself first. How do you sell yourself? This can be done by employing various marketing strategies like blogging and using videos. Both these options allow you to showcase you and well as your product. They allow you to demonstrate to others your knowledge and expertise, that you are reliable, have a good product and provide great customer service.

If you set out with a clear and attainable goal, then you should see that your new marketing agency will flourish. Remember that first you have to establish a marketing plan. After trying out and testing what works find the strategies that are best for your business. In the process of marketing your agency, do not forget that in sales, the product is only half of the equation. You and how you market yourself make up an important factor in sales. However, if you take some of this advice and stay the course every day, working on building your company, you will see success.

Opening an Insurance Agency, the First Year

Launching your own insurance agency can be a daunting task. Where do you start? What marketing strategies do you use? How do you choose them? Opening your own business can be overwhelming, but it does not need to be.

When you first open your insurance agency it is helpful to stick to one marketing strategy. However, knowing which strategy will suit you and your business plan can be problematic. Often to determine which marketing strategy works best for you, you have to try a variety of them. Explore various avenues of marketing to figure out which one resonates with you in both online and offline marketing niches.

If, for example, you went into your insurance business with a partner and have other agents as staff, and you want to market your agency successfully, then you need to be a leader. Be a leader in calling pre-qualified insurance leads, working with them, following up and converting them to become loyal customers. Set the office tone by the style of your leadership and lead by example. If you consistently do due diligence, others will follow your lead.

If it is your first year in business, remember it is a learning experience for everyone. Things may go wrong and earnings for the first year might not meet your expectations. But what you will learn and how you recover from misfortune will be the factor in success. If each year, you and your agents work on core skills like prospecting, communication and customer service, you will see growing number of customers.

Once you find the marketing technique that best fits your growing business, once you focus on your vision of success and consistently work on your leadership and customer service skills, the results will be fruitful.

What is your marketing strategy?

Maintaining a strong relationship with clients is the key to growing your agency. Often, however, everyday business gets in the way. Therefore, it is most important for agents to stay connected online. Your online presence should give a united and cohesive overview of you and your agency.

Having inconsistent information on you website(s), social media and email messaging will send mixed messages to your current and prospective clients. On the other hand, having a consistent marketing strategy will help you establish a solid foundation for your agency. Your agency is your business and unless you completely understand your marketing strengths and weaknesses, it is best to not jump into marketing without direction.

Here are some ideas to get you started on creating a marketing campaign.

First, everything you do online needs to look and feel the same to your customers. People want to feel that they trust the agent and their agency. Make sure that your website is well-designed with correct and up-to-date information.

Second, when developing and correcting your website content find out what your costumers want to know and learn. Blog posts and informative pages on your website will keep your audience interested.

Thirdly, stay updated on your social media. If you do not have any social media accounts create them. Social media is proven to be a useful tool for connecting with old customers and potential leads. Anything you write online and anything you send out to clients should include social media links for easy access.

Furthermore, when dealing with customers one-on-one, agents need to be able to have in-depth information on their products, be able to assist their customers and find the best coverage.

If your marketing strategy ensures that your agency provides excellent customer service, stays active on social media and stays on brand, then you will build strong relationships with current clients and gain trust from prospects.

It is an investment in your future.

Know your audience: How to market your agency on the internet

A well-planned marketing strategy will help your agency generate a customer base. Your marketing strategy needs to be your marketing strategy.

The first step in marketing is figuring out where your audience is. Most people today are active users of the internet and social media. Therefore, a strong internet presence will be beneficial to your agency.

Create an agency website. A well-designed website is most often the first thing prospective clients will see. Make sure that the content on your website is correct, informative and interesting. Furthermore, ensure your website is well-designed with attention to colors, fonts and layout.

Go mobile. Increasingly people use their cellphones to navigate the web. Therefore, make sure that your website is mobile-friendly. Make sure that the mobile version of your website is easy to navigate on a smaller screen.

Utilize social media. Engage in active posting on social media platforms like LinkedIn, Facebook and Twitter. Staying active on social media by sharing stories and articles will help ensure flow of potential leads.

Use podcasts, webinars and slide shares. Podcasts, webinars and slide shares are an effective education tool. These are inexpensive tools to educate your audience.

Purchase online advertisements. Your agency can chose to create a banner or use a pay-per-click ad. This will allow users form all around the web to view your ad.

A strong online presence is important. Remember that your business is to help others by selling insurance. If your focus is not in the right place, it will be difficult to grow your internet audience.


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