marketing insurance in the digital age
TRANSCRIPT
Marketing Insurance in The Digital AgeDriving Brand Awareness and Value Through Digital Marketing
ENHANCING YOUR BRAND FROM EVERY ANGLE
July 2014
Senior Vice President
Rick MorganHighlight:Being named to Insurance Newscast’s 100 Most Powerful People in the Insurance Industry – North America.
Independent Agency PrincipalSilver Plume Applied Systems Agents Council for Technology
In simplistic terms, digital marketing is the
promotion of products or brands via one or more
forms of electronic media.
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Why does brand matter?
“A brand is the set of expectations, memories, stories and
relationships that, taken together, account for a
consumer’s decision to choose one product or service over
another. If the consumer doesn’t pay a premium, make a
selection or spread the workd, then not brand value exists
for tht consumer.” – Seth Godin
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customers edit choices on where to buy.
Attract and retain customers.
Enhance your influence.
Get more referrals. Focus on value
over price.
Expand products and services.
Recruit and retain employees, business partners.
Survive a crisis.
Increase revenue per customer—and build value.
Create fans (not just customers).
A strong brand increases the agency valuation multiple by 100 basis points or more
than an agency without a brand.—Hales &
Company
BRAND vs. BRAND IDENTITY
What customers say about your agency? Do they talk more about value or price? What do people in the community say? What do the employees say? Are you managing the entire customer
experience? Why do people come to your agency? Why do they stay? How do you define “great service?” What do you do for customers beyond the policy?
Do You Know
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Which Social Platform is Best? Agency website - Our online office Blog - My observations on different things (inc. insurance) Facebook - I like insurance LinkedIn - I am skilled at insurance Twitter - I #insurance now YouTube - Watch me tell you about insurance Google + - Lets all discuss insurance together Pinterest - Here are my insurance specialties
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Find your target audience Solve (customers and prospects) most important
problems. Listen, participate, and engage. Have a plan for handling negative comments. Have a plan to engage those who leave positive
comments. Monitor.
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1. Evaluate your brand—involve entire staff.2. Realize every customer interaction impacts the
brand.3. Offer the best products and services.4. Unify your touch points—logos, signage, marketing
materials, online presence.5. Reach out to customers.
Build/Maintain brand awareness? Expand to new target market? Penetrate current markets more deeply? Keep valuable customers? Cross-sell customers? Introduce new capability (life, benefits, HR
consulting, etc.)? Expand demographically? Announce a new service or locations?
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Http://indpependentagent.com/ACT
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How do you want or expect employees to act while engaged in social activity?
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Founded 2004 1,310,000,000 Monthly active users 680,000,000 Monthly mobile users Average time spent per visit 18 min.
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Make the most of your cover photo (and profile)
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Become personally
involved in your real-life
community.
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Highlight or
pin your best
posts
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Largest and most influential professional social network (225 Million)FocusConnectionsWrite a compelling summaryGreat cover image
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Ask your employees to connect with your page.
Ask for product and service reviews.Publish company updates.Comment and Like as your company.Promote your LinkedIn Company Page.
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Groups
Insurance Groups
Consumer Groups
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Twitter is Unique (500 Million Users - 200 Million Active)Use Twitter for Your Agency
Present your brandFollow peopleDrive traffic to your website/blogShare photographs/video (vine)
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Benefits of TwitterSpeedInformationRetweeting/Viral
Some Helpful HintsSet up listsUse a tool such as Hootsuite, Buffer or TweetDeckHashtags
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Why a Business Page? (343 million active users)All things GoogleGreat for finding new customersAuthenticGreat for getting found (local and SEO)Hangouts
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Fill out your profileConnect your business website and Google+ pageBigger, better cover photosUse Google+ as your business pageUse CirclesCommunities
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Some apply to all social media platforms Be human, genuine, transparent and authentic
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Reply to fans Foster conversation Don’t syndicate the same
content on every social channel,
etc.
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Provide Valuable Content
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What To Say
Where do you get content? Quality content is king. Content is a means to an end. What to say and how to say it
Information gathering Create an editorial calendar
Keeping on schedule Setting aside a few minutes a day for a quick scan
of trending topics and customer reaction. Be spontaneous
Rich Media – Video, Podcasts, Webinars
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Are you who you say you are?
Your customers not you define your brand. Consumer expectations are set by culture, not the
industry.
Today’s culture is social: Consumers are connected
and empowered.
Social businesses are positioned to succeed.
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