for insurance agents: choosing the right objectives and tactics for 2015 digital marketing planning
DESCRIPTION
Slideset from October 2 Confluency Solutions presentation and webinar: Time and money are finite resources, so you want to be sure that the marketing tactics and program you choose are targeted to your objectives - and you want to be sure you are getting the most return on your marketing budget. Webinar attendees will be provided a link to a Gap Analysis worksheet do they can develop their own top-down, bottom-up objectives. 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 scheduleTRANSCRIPT
Digital Marketing Webinar Series from Confluency Solutions
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
Selecting the Right Tactics
matching tactics to objectives, opportunity...and budget
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
The Yellow Page Paradigm
Once a year, buy a yellow page ad, the phone rings, you sell insurance.
Yellow Page Books...
...in 2010 were half the size they were in 2006...and shrinking
and...
yellowbook users cluster in well defined demographics
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/
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?)
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
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.
Time and Money are Finite Resources
so you can’t do everything...
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?
Top Down
We want to grow our revenue by 5% next year.
Bottom Up
What will we have to actually produce to make that happen?
GAP Analysis
5% growth means…15% more sales production than prior year
What you end with...
Isn’t really your baseline...
Where are the opportunities?
Customer development
How do you score?
Q: The difference between D’s and A’s??
A: Contact with clients
Green Growth
When it comes to green growth...
should your website get all the credit...or blame?
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
PPC
Local
3rd Party Review Site
Organic ResultsGoogle Search Results Page, Page 1
“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
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
Home Page v. Product Page
This page has a different job
...than this page does
Concentrate In House? Or Outside?
You need to do both, the mix is the question.
Happy clients and customer value
● Policies per account● Revenue per account● Retention and longevity● Direct referrals● Indirect referrals - reviews
Reviews and leads...
Low Hanging Fruit
● Low cost● Quick results● Little ROI risk
NAP and Citations
Low Hanging Fruit: Content
● Examples● Leveraging content across ‘tactics’● The interconnected world of content
The point: minimize effort, maximize ROI
Some Content Examples
● Blog posts (text, picture, video)● Social posts (Facebook, LinkedIn, G+)● Video (You Tube, Vimeo, Vine)● Presentations (Slideshare)● Infographics (Canva)
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
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
You have more content than you think
● Insurance companies● Past blog posts● Associations (IIABA, CPSU, e.g.)● IRMI● Curated content - Digg, LinkedIn, etc.
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?
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...
You need an editorial schedule*
*for each communication channel
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
