Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
www.thrivehive.com
Your Agency Online Part 1: The Elements of Online Marketing
February 21, 2013
Confidential & Proprietary
www.thrivehive.com
2 2
Today’s Marketing Landscape Why Digital Marketing for Insurance? Top 8 Digital To-Dos Case Study Q&A Resources
Agenda
www.thrivehive.com
3 3 3
Marketing your insurance agency has so many new options that it can be overwhelming. Digital marketing = powerful lead generation and customer retention.
Marketing Landscape
SEO?
Websites?
E-mail?
Social Media?
Ad words
Coupons?
Directories?
Direct Mail?
Mobile Ads?
www.thrivehive.com
4 4
Marketing Landscape
Did You Know…
• YouTube users watch more than 3B hours of video per month. (Source: YouTube)
• 91% of online adults use social media regularly. (Source: Experian)
• 88% of adults in the US have a cell phone, 57% have a laptop, 19% own an e-reader, and 19% have a tablet. (Source: Pew Internet)
www.thrivehive.com
5 5
Why Digital Marketing?
5
As a local insurance agency you offer great products and service, but getting new customers in the door and growing your business can be hard. Good digital marketing empowers you to:
• Capture “digital word of mouth” • Expand your reach and grow your customer base • Communicate with & retain current customers • Ultimately grow your business
www.thrivehive.com
Top 8 Digital Marketing Areas
① Online Directories ② Online Reviews ③ Social Media ④ Images (Pictures) ⑤ Video ⑥ Website ⑦ Blog ⑧ Measure
www.thrivehive.com
7 7
Case Study Example - EM freedman
www.thrivehive.com
8 8
Online Directories – EM freedman
Tip #1: List Your Agency on All Relevant Online Directories Top two: Google Plus Local & Yelp Consistency is key Full name, address & phone
Randolph vs. Dedham Locations? Pictures are a plus
No pictures present Google Plus Local drives your
Google Maps listing
www.thrivehive.com
9 9
Online Directories Resource Tip: Getlisted.org
www.thrivehive.com
10 10
Online Reviews
Tip #2: Get as Many Customer Reviews as You Can
Reviews help your online directory rankings Don't incent customers to provide positive reviews Email customers to remind them to review you
Note that filters are more aggressively filtering out reviews that originate from a person clicking on a link in an email
Put a reminder on emails, your website, and social media pages Tip: Always respond promptly and courteously to negative reviews
Contact privately first if it is an option, publicly second
www.thrivehive.com
11 11
Online Reviews
www.thrivehive.com
12 12
Online Reviews – EM freedman
www.thrivehive.com
13 13
Social Media
Tip #3: Use Social Media To Engage & Build Customers
Top three social media networks for business ① Facebook ② Twitter ③ LinkedIn
Setup business pages for each outlet Add logo, pictures, addresses
Separate business and personal accounts Only use business account to communicate with customers Monitor pages for privacy issues
Add links to each outlet; your email footers, website Build audience: Converse, don’t broadcast, follow to be followed
www.thrivehive.com
14 14
Social Media – EM freedman
www.thrivehive.com
15 15
Images
Tip #4: Images Are Your Friend
Images help add credibility to your website and engage visitors
More credibility and engagement = better search engine rankings and higher conversion
Picture ideas: Corporate events Community support Company outings New agents New ads New insurance products
www.thrivehive.com
16 16
Images – EM freedman
www.thrivehive.com
17 17
Video
Tip #5: Video Drives Engagement
Best site: YouTube Use video to tell your stories, show products, give tips 85.5 percent of U.S. Internet audiences view online video
(comScore) Videos boosted conversion rates and increased time on
website by 9 percent. (Wooshii) You only need your cell phone Make it educational not salesy
www.thrivehive.com
18 18
Video
www.thrivehive.com
19 19
Video – EM freedman
• Opportunity to Grow Digital Presence
www.thrivehive.com
20 20
Website
Tip #6: Websites Today Should Be Functional Not Just Pretty
3 types of websites Placeholder Brochureware Functional
Functional websites Are easy to edit without involving a web designer (Content Management Systems) Allow transactions to occur when appropriate (Make a payment, etc.) Facilitate the generation of leads (Calls To Action) Are easily found online (Search Engine Optimization)
www.thrivehive.com
21 21
Website – EM freedman
www.thrivehive.com
22 22
Blog
Tip #7: Blogging is the New Newsletter
Attracts more people to your website and converts more visitors into leads
Positions you as an expert in your topic area Helps you communicate with current customers Blog often to keep content fresh
Offer advice, tips, updates – educational not salesy
Add pictures Include links to blog posts in Facebook, Twitter, and email newsletters
www.thrivehive.com
23 23
Blog – EM freedman
• Opportunity to Grow Digital Presence
www.thrivehive.com
24 24
Blog
www.thrivehive.com
25 25
Measure
Tip #8: Measure, Refine, Measure Again Measure the impact of your digital marketing
Digital marketing is iterative and rapidly evolving Website
Track visits (and visit sources), bounces, and leads Social Media
Track number of friends, followers, and level of engagement (clicks, shares, likes, retweets, etc.)
Email Track opens, clicks, leads
www.thrivehive.com
26 26
Ads
MA Ad Regulations For Insurance Agencies • No coupons or discounts for service or referrals
• Contests and raffles are OK
• Careful - it cannot be tied to buying something from you
www.thrivehive.com
Case Study - EM freedman
Online Directories – Claim all your pages and be sure that all the information is exactly the
same (location is a big one). Adding pictures and reviews will improve listings.
Online Reviews – Get reviews from as many customers as possible. Let customers know
that you appreciate reviews.
Social Media – Great job! Create a Linkedin company profile.
Images (Pictures) – Great job!
Learning's
www.thrivehive.com
Case Study - EM freedman
Video – Opportunity to grow. Create short information based videos around types
of coverage and helpful facts. Tie videos to events or news so that it is current (i.e. new grad car- what type of coverage is needed?).
Website – Great start! Try separating new customers needs (Get A Quote) from
current customer needs (File A Claim).
Blog – Opportunity to become a trusted expert with current and prospective
customers.
Measure – Refine and iterate over time.
Learning's
www.thrivehive.com
29 29
Q&A
www.thrivehive.com
30 30
Next Steps
Additional resources: http://thrivehive.com/maia