For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning
-
Upload
confluency-solutions -
Category
Marketing
-
view
273 -
download
1
description
Transcript of For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning
![Page 1: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/1.jpg)
Digital Marketing Webinar Series from Confluency Solutions
![Page 2: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/2.jpg)
Planning Your Digital Marketing
Webinar 1: Matching Tactics to Objectives, Opportunities, Time, and Budget
October 2 @ 2:00 p.m., EDT
Webinar 2: Digital Marketing for Maximum Customer Value
October 21 @ 2:00 p.m., EDT
Webinar 3: Green Growth and Digital Marketing: The Truth About SEO
Date TBD
Webinar 4: How to Make Digital Marketing Part of Everyone’s Job Description
Date TBD
![Page 3: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/3.jpg)
Selecting the Right Tactics
matching tactics to objectives, opportunity...and budget
![Page 4: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/4.jpg)
Webinar 1 of 4: Selecting the Right Objectives and Tactics for Your Agency Marketing
● How far have we come from the ‘yellow page paradigm’?● Top-down, bottom-up gap analysis● Matching the communication channel to your target● Who are you selling to?● Low hanging fruit - customer value● Low hanging fruit - green growth● Other options and ROI considerations● Mixing digital and analog● Managing your content distribution - the editorial schedule
![Page 5: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/5.jpg)
The Yellow Page Paradigm
Once a year, buy a yellow page ad, the phone rings, you sell insurance.
![Page 6: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/6.jpg)
Yellow Page Books...
...in 2010 were half the size they were in 2006...and shrinking
and...
yellowbook users cluster in well defined demographics
![Page 7: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/7.jpg)
Age 25 – 34
More likely to use search engine – 51%, More likely to use internet yellow pages – 25%
Age 65+
More likely to use search engine – 15%, More likely to use internet yellow pages – 39%
High School Education or Less
More likely to use search engine – 19%, More likely to use internet yellow pages – 36%
Yellow Page Users by Demographic
http://www.insuranceagentwebpower.com/2013/03/insurance-agency-yellow-page-advertising/
![Page 8: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/8.jpg)
How to Get Noticed Today?● Telemarketing● Direct Mail (traditional)● Broadcast● SEO● Social● PPC● Email Marketing● Content Marketing (what is that?)● Reputation Management● Local Search Optimization● Yellow Pages (the shrinking phonebook)● Yellow Pages (online)● Mobile Apps (is it an app, is it a mobile responsive website, mobile optimized site? Does it
matter?)
![Page 9: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/9.jpg)
What gets you noticed?
Content…● Social - The right content gets shared.● Search - Relevant content gets indexed.
Don’t forget about just being there…● Your business NAP
![Page 10: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/10.jpg)
Content Marketing
The art of communicating with clients and prospects without selling.*
*But with the purpose of getting new clients and turning current clients into evangelists.
![Page 11: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/11.jpg)
Time and Money are Finite Resources
so you can’t do everything...
![Page 12: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/12.jpg)
Choose Your Spots
● Who is your target (audience)?● What do they want to hear?● What will you tell them?● How will you reach them?● What will it cost?● Is it working?
![Page 13: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/13.jpg)
Top Down
We want to grow our revenue by 5% next year.
![Page 14: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/14.jpg)
Bottom Up
What will we have to actually produce to make that happen?
![Page 15: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/15.jpg)
GAP Analysis
5% growth means…15% more sales production than prior year
![Page 16: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/16.jpg)
What you end with...
Isn’t really your baseline...
![Page 17: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/17.jpg)
Where are the opportunities?
Customer development
![Page 18: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/18.jpg)
How do you score?
Q: The difference between D’s and A’s??
A: Contact with clients
![Page 19: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/19.jpg)
Green Growth
![Page 20: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/20.jpg)
When it comes to green growth...
should your website get all the credit...or blame?
![Page 21: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/21.jpg)
The Role of Your Website, Part I
Show up in organic search results (SEO)● search engineering● good, relevant, changing content● backlinks● 200 factors in Google’s PageRank algorithm
![Page 22: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/22.jpg)
PPC
Local
3rd Party Review Site
Organic ResultsGoogle Search Results Page, Page 1
![Page 23: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/23.jpg)
“SEO” Email
Marketing
Email Marketing
Social Marketing
Reputation Reviews
LocalSearch
PPC
Mobile
Broadcast
PaidDirectory
Banner Ads
Website
LeadPurchase
Direct Mail
TraditionalWOM Yellow
Pages
Events
Slideshare
Agency Locators
![Page 24: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/24.jpg)
The Role of Your Website, Part II
Convert visitors to leads● conversion optimization
o recognize what visitors wanto use graphics and layout to make that obviouso use the right CTAs in the right places
![Page 25: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/25.jpg)
Home Page v. Product Page
This page has a different job
...than this page does
![Page 26: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/26.jpg)
Concentrate In House? Or Outside?
You need to do both, the mix is the question.
![Page 27: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/27.jpg)
Happy clients and customer value
● Policies per account● Revenue per account● Retention and longevity● Direct referrals● Indirect referrals - reviews
![Page 28: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/28.jpg)
Reviews and leads...
![Page 29: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/29.jpg)
Low Hanging Fruit
● Low cost● Quick results● Little ROI risk
![Page 30: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/30.jpg)
NAP and Citations
![Page 31: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/31.jpg)
Low Hanging Fruit: Content
● Examples● Leveraging content across ‘tactics’● The interconnected world of content
The point: minimize effort, maximize ROI
![Page 32: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/32.jpg)
Some Content Examples
● Blog posts (text, picture, video)● Social posts (Facebook, LinkedIn, G+)● Video (You Tube, Vimeo, Vine)● Presentations (Slideshare)● Infographics (Canva)
![Page 33: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/33.jpg)
Leverage...
@
Visibility within You Tube as well as SEO (Google organic)
SEO boost (Google organic)
Direct communication with clients and prospects
Improves local search visibility
Increase visibility with business communities and contacts
![Page 34: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/34.jpg)
The interconnected world...
@5 - 7 value add contacts
per year, lead to...
happier customers lead to...
more positive reviews
(2 vs. 24)
which leads to more views21,000 vs. 71,000
Which leads to
more...LEADS
![Page 35: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/35.jpg)
You have more content than you think
● Insurance companies● Past blog posts● Associations (IIABA, CPSU, e.g.)● IRMI● Curated content - Digg, LinkedIn, etc.
![Page 36: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/36.jpg)
You just need a plan
What is your objective?Who do you need to communicate with?What do they want to hear?What channels?What frequency?
![Page 37: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/37.jpg)
![Page 38: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/38.jpg)
Plan Elements
● Where will growth come from? (inside or out)o Segments - the ‘who’
● NAP● Reputation● Channels for content (cheat sheet)● ID the right content
...and...
![Page 39: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/39.jpg)
You need an editorial schedule*
*for each communication channel
![Page 40: For Insurance Agents: Choosing the right objectives and tactics for 2015 digital marketing planning](https://reader033.fdocuments.net/reader033/viewer/2022060117/5584ae51d8b42af85b8b4ee7/html5/thumbnails/40.jpg)
Webinars 2, 3, 4...Webinar 2: Digital Marketing for Maximum Customer Value October 21 @ 2:00 p.m., EDT
Webinar 3: Green Growth and Digital Marketing: The Truth About SEODate TBD
Webinar 4: How to Make Digital Marketing Part of Everyone’s Job DescriptionDate TBD