Dominate Niche Marketing In Your Agency

By Scott Brazdo, Vice President of Marketing at Astonish Results

A common misconception claims that social media and Internet marketing in the insurance industry are only useful for generating personal lines leads. Putting that claim to shame is one of Astonish Results' e-Agents who are dominating their niche so effectively that they're actually GIVING AWAY leads to agencies in states where they are not licensed.

Living in America wouldn't be the same without truckers delivering goods coast to coast via the long open roads that connect our states, cities, and towns. It's a huge segment of the American workforce that requires carefully-considered insurance options, whether it's contingent cargo, fleet trucking, physical damage, or commercial trucking workers comp. Berrier Insurance President Lisa Shearer understands these needs and has aligned her marketing and business strategies to meet them.

Working together with Astonish Results, Lisa and her agency have maximized their Search Engine Marketing (SEM) spending for targeted keywords. Taking it a step further, the team has used research from the campaigns in email marketing that focuses on specific sub-niche topics, whether they're tow trucks, fleet trucking, dump trucks, or some other segment. This targeting makes the email campaigns MORE relevant, and thus more successful.

Lisa, however, was not content with just Search Engine Marketing and email marketing. Between the Facebook fan page and professional connections with co-workers via the social networks, Berrier Insurance is connected to over 3,300 trucking industry professionals! While not as effective for direct lead generation as her search engine efforts, Facebook is an invaluable source of feedback from clients sharing what's on their minds in real time. Plus, it's great for referrals when truckers' friends of friends start hearing about the insurance agency that listens and end up joining the Berrier community.

Because their niche marketing strategy for truckers is so effective, and because Berrier is only licensed in California, Oregon, Arizona, and Nevada, the agency has been able to partner with other agencies from neighboring states where they are not licensed. Berrier shares leads they can't service and partner agencies reciprocate, which is good for business on many levels.

You can see Lisa Sherer interviewed on the most recent InsuranceJournal.TV eMarketing Minute with Astonish Results CEO Adam DeGraide, discussing her commercial niche marketing strategy.

If you'd like the resources and knowledge to reach a commercial OR PERSONAL niche with the same precision as Berrier Insurance, give us a call today at 1.888.899.1936, or visit our website at www.astonishresults.com and take our free 180-second tour of the greatest lead-producing, modern consumer-attracting, strategy-building, digital marketing system in the world!