AgentLink had previously been working with two different agencies to execute their ongoing marketing and manage their website. When they came to The Squad, they longed to have one point of contact for video, website, ongoing communications, and promotion. They also wanted to increase their marketing efforts with a team that had greater capacity and connections to specialists.
Over months of serving their ongoing digital marketing needs, a website redesign became a clear strategic next step for their marketing.
AgentLink wanted to focus on original, industry-specific content and lead generation. Their previous site was not built for that. That site also did not highlight their team member and they wanted their team to be a bigger part of their brand going forward.
The functionality of the old site did not work well with their quoting tools and the ever-changing policies and offerings in their industry. They needed their site to be more user-friendly with greater accessibility.
AgentLink has the potential to reach a large audience of agents across the U.S., meaning they needed a strong website presence with exceptional user experience. Their brand also needed to be found easily via online search and social media. With this in mind, we’ve provided consistent, custom-branded content on their site and social media.
Additionally, blogging about key topics relevant to insurance agents allows them to rank as an authority in their industry and points new leads and current customers to their website and the content they offer.
Strategically writing and releasing communication to their mailing lists has been extremely important for their promotional campaigns and the turn out at their webinars and events.
Webinar trainings and in-person trainings are a great differentiator for AgentLink. They can offer benefits to agents apart from their end-product. This enhances their relationship with their end users and it gives us opportunities to nurture the new connections that came from these events.
We help them brand their trainings and create promotional material to recruit participants. We have even helped plan trainings and co-lead them.
For strategically chosen events, we have followed up with the participants with personalized, automated communication to reemphasize the content from the training, stay top of mind with the leads, and persuade them to contract with AgentLink for insurance products.
We act as AgentLink’s outsourced marketing team. We have key team members in place who work to be embedded in their business, supporting their team members and serving their communication and promotional needs. This relationship allows us to understand their culture, their industry, and their goals.
We are a one-stop shop for their marketing needs, including website design and hosting, maintaining their brand presence, sales support, email marketing campaigns, social media management, employee engagement, and large-scale inbound digital marketing campaigns.
We also serve AgentLink’s public relations needs, primarily in the form of email communication. We strive to provide quick turn around any on news pieces that need to be released to their lists.
We use social media to add a personable experience to their brand by sharing helpful and fun information. Additionally, we prioritize giving an inside look into their business and team members. This also helps with strengthening their internal culture. We also use social media to help promote their webinars and events.
AgentLink’s culture, infrastructure, and target audience guided the organization and style of their new website. They reach different agents based on the agent’s specialty and the products they sell, therefore, it was crucial to clearly convey these specialties on the website.
During the strategy phase of their website project, we identified two main paths a visitor to the site would take. We structured the site so that first-time visitors experience a tailored message, and then, they are offered three next-step links that answer the top questions they may have, such as “Who is AgentLink?” and “What can they do for me?”
The other user pathway reaches visitors who are already familiar with AgentLink. Many of their clients and followers return to the site regularly for ongoing resources, such as a Quote Tool and marketing/sales support. Therefore, this returning audience is immediately directed to the additional resources available to them.
Call-to-actions for each resource are strategically placed multiple times throughout the site to encourage conversion and enhance lead generation.
We also did a competitor analysis before finalizing our website mock-up so that we could review the advantages and features of their competition’s websites.
AgentLink’s website was built to continually give agents options to get exactly what they need. It was also designed in a fresh, engaging way that clearly conveys the AgentLink brand and mission. They received positive feedback from their audience almost immediately.
We were able to achieve all this through regular communication with the team at AgentLink along with our marketing strategist, copywriters, designer, developer, and project manager. AgentLink’s vision and needs were clearly communicated with every person involved in the website, from initial strategy to launch.