How to Prioritize ‘Going Digital’ in a Digital Age
“One of the biggest hurdles for agents is simply knowing where to start,” said Ron Berg, executive director for the Agents Council for Technology / Independent Insurance Agents & Brokers of America, Inc. “Most agents understand the need for an agency portal and to give consumers easier and more immediate access to services and information and to reach out with social media. But because the tasks seem so large, some agents never take the first step.”
“First, don’t try to do it all yourself,” said Paul Peeples, vice president and chief information officer, Florida Association of Insurance Agents. “The day of the agent doing it all is long gone. Don’t be afraid to outsource.”
Second, agents must buy into the idea of going digital, says Peeples. “Understand its value so you can approach it enthusiastically.”
Peeples says technology has become much easier and lets the agency do what it does best, sell insurance and service clients.
“You need to step out of your agency and look back at it to see where you are and then ask the question: How far behind are we in going digital? Look at the top agencies and learn best practices,” he said.
Going digital, in simple terms, means transitioning to a paperless office and being able to communicate on digital platforms, said Trace Meek, vice president of Condon-Meek Inc. of Clearwater, Fla.
According to Meek, the challenge with going digital is two-fold. “Many agents are so used to print so it is hard to take that away,” Meek said. A good way to start is to invest in a high-quality, large capacity scanner and scan all files at once.
On social media, Meek advises agents to pick one social networking site and learn how to use it well before adding others. Condon-Meek (www.condon-meek.com) participates on Facebook, LinkedIn, Twitter, YouTube, Google+ and Pinterest.
Ryan Hanley, head of marketing at TrustedChoice.com, agrees with the idea of reducing the task of going digital by taking smaller steps.
“You should not try to do everything at once unless you’re willing to completely change your culture,” he says.
Hanley puts two tasks at the top of the to-do list. The first investment for an agency is “a clean, crisp, clear website that’s mobile-optimized and uses up-to-date computer language,” he says. “Having an outdated, bland website is like having no sign on the front door. The second investment is creating your own, original content for social media. Buying content is a waste of time and money.”
Social media is becoming the “front porch” for agents, a platform in which the agency’s programs, passion and dedication to their clients must be on full display. If that front porch is warm, inviting and responsive, prospects are more likely to contact the agency or be more receptive to contact from the agency. Similarly, clients’ positive impressions of their agency will be reinforced. An agency with no social media presence may not be found at all.
There are excellent resources for agents to get started. Berg recommends several comprehensive documents on the ACT website (www.independentagent.com). These include papers on Customer Experiences, Going Paperless, and Great Agency Websites.
Another excellent resource is the just-published “Customer Service Is Just Foreplay” by independent agent Jason Cass. The book is available on Amazon.