How-to Generate Revenue through

Inbound Marketing

I am Ryan Hanley• Director of Marketing, CIC

– The Murray Group Insurance Services, Inc

• Creator/Editor – www.RyanHanley.com

• Author – The Social Tools Book– No BS Guide to a Successful

Blog• Producer of

– The Content Warfare Podcast

Ground Rules• Ask lots of questions… – Even dumb questions

• I don’t expect you to be an expert– Be prepared for my honest opinion– You can always follow up with me

• I may go on a tangent – I promise it will always be relevant

• I don’t care if you email or send texts• You don’t have to ask me to go the

bathroom

Common Barriers to Success Online

• Cost– My entire web presence costs less than $500 a year.

• Time– Online activities are revenue generating

• Knowledge– If you can send an email you have the skills to

succeed Online• Lack of Confidence

– Practice builds confidence• Not the Habit

– Integrate Online activities long enough and they will soon become the way we’ve always done business

Everyday I watch so many brilliant people with invaluable life and

business experience come to the blogosphere and approach it all as

if they’re starting from scratch.

- Srinivas Rao

Success Online is derived from your ability to

consistently deliver value and has nothing to do with your technical knowledge

of the Internet.

Marketing to the Connected Generation

The Connected Generation communicates, builds

relationships and makes buying decisions using

digital and social media.

Marketing to the Unconnected Generation

• Ask for Referrals• Network at Chamber Events• Drop-ins• Harass Family Members• Sponsor Charity Events• Yellow Pages• Billboards• Radio• Newspaper• Cold call

We are no longer the Gatekeepers of Insurance

Expertise

Digital and Social Marketing Strategies Reverse the Flow of

Value from Provider to Consumer

Today you deliver value, Tomorrow you build a

relationship.

Success isn’t about YOU. It’s a derivative of being all about

everyone else...

Create content that is remarkable, that is enjoyable

{and easy} to consume, and lets the reader know exactly what

you want them to do next.

- Copyblogger

• 60% of Twitter & Facebook users are more likely to recommend a brand they follow

• 67% of Twitter users are more likely to buy from a brand they follow

Marketing to the Connected Generation

“There’s a secret that real writers know that wannabe

writers don’t, and the secret is this: It’s not the writing

part that’s hard. What’s hard is sitting down to write.”

- Steven Pressfield, The War of Art

The ResistanceResistance is the equal and opposite force to

starting.

• Resistance is what keeps us from integrating content marketing into our Agency.

• Resistance is what whispers in our ear that no one cares about our blog.

• Resistance is why we don’t update our profile pictures.

• Resistance is why we “Work only on referrals…”

Content Marketing

Get Found in Search...

Content Marketing:

- is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.

SEO (Search Engine Optimization):- is the process of improving the visibility of a website or blog in a search engine's "natural," or un-paid "organic“ search results.

Why Content Marketing• A blog gets you 55% more traffic–Via Hubspot

• Content is a Top 3 reason people follow brands on social media–Via Content+

Worn Calipers and

Keyword Search

Keyword Search• Google Keyword Tool• Google Trends• Google Auto Fill• 3rd party tools–Market Samurai– SEO Professor– Scribe

My SEO Experiment• Answer 100 Questions– By video– Two minutes of less– Post on YouTube

• Create a corresponding blog post– Embed YouTube video in the blog post

• Post link directly in Facebook• Post link directly in Google+• Post link directly in LinkedIN– and Relevant Groups

• Put links to post in email newsletter

“If you could only have one insurance question answered

what would it be?”

No Action No Traffic

Lots of Action Lots of Traffic

Search Traffic

Revenue from Online Activities

In 3 Days

$4,975

15 minutes a day

7 Days a week

For 100 Days

$4,975In 3 Days

$3.32 a minute

$200 a Hour

$200 an Hour

$1,600 a Day

$8,000 a Week

47 Weeks of Work

$376,000 a Year

Don’t Neglect Mobile Search

Importance of Mobile Content

• Over the last year I’ve consistently received between 12% - 15% of my monthly traffic from mobile devices

• How many of your read email on your phone? People are clicking through email links to your website on their phone.

What Social Media Should I Use?

• Facebook• LinkedIn• Twitter• Google+• YouTube• Pinterest• Foursquare• Yelp

Google+

Why use Google+• Posts are indexed by Google• Social search relevance with

connections– Authorship tag

• High-quality media sharing• Google Hangouts• Google Local Reviews• It’s Google…

Reviews are the currency of the Internet

http://www.tastyplacement.com/infographic-testing-social-media-signals-in-search

Google wants you to use Google products

Authorship Tag

Authorship Tag

Facebook

Facebook Stats• 75% of people feel more connected to Brand on

Facebook• 69% of people have “liked” a page because of a Friend• “Liked” content averages 6.9 positions higher in

search results• 23% of consumers under the age of 35 will purchase

because of a friend’s recommendation on social media

• 21% of consumers age 35 – 49 will purchase because of a friend’s recommendation on social media

• http://pinterest.com/ryanhanley/social-media-infographics/

• http://socialmouths.com/blog/2012/07/31/from-likes-to-buys/• http://blog.hubspot.com/blog/tabid/6307/bid/33629/50-of-Facebook-Fans-Prefer-Brand-Pages-to-

Company-Websites-INFOGRAPHIC.aspx

How do we generate revenue on Facebook?

Get More Facebook Likes• Buy easy to remember domain– www.likeYOURAGENCY.com

• Facebook Address on Everything• Facebook Address displayed on Website

w/ Link• Link to agency page from personal profile• Facebook Address in email signature• Invite clients and friends to Like agency

page

Post Better ContentBoring content yields boring

results

ACTION ITEM #3

Business posts are a necessity… But make them relevant to your clients concerns

Every post does not need to be professional or

insurance related

Let your clients know where else you want them to connect with you

Show your support for the community

Facebook Promoted Posts

Worth the money?

Who wouldn’t

“Like” this post?

How much is Action

worth to you?

Promoted Posts Results

Blogging

Where do we get content?

• Client questions• CE Classes• Trade magazine• Community events• Charitable events• Employee success• Testimonials• Case studies

• The weather• Safety tips• Other insurance

agencies• Your own

experience• New technology• Market changes• Industry events

http://socialtriggers.com/perfect-blog-

post/

Thank You• Ryan Hanley, CIC– Twitter: @RyanHanley_Com–Marketing | www.RyanHanley.com– Insurance | www.MurrayGRP.com– Email: ryan@ryanhanley.com

I wish you all Success in your Online Marketing!

Resources • http://www.seomoz.org/blog/the-anatomy-of-tomorrows-inbound-marketing-strategy-today

• http://unbounce.com/content-marketing/anatomy/

• http://www.rightmixmarketing.com/business-blog/blogging-checklis/

• http://www.copyblogger.com/content-and-branding/

• http://www.searchenginejournal.com/an-seos-ultimate-post-penguin-checklist-infographic/48228/

• http://unbounce.com/social-media/7-useful-google-plus-infographics-for-business/

• http://blog.kissmetrics.com/science-of-blog-timing/

• http://www.seobook.com/learn-seo/infographics/goldilocks.php

• http://www.chrisbrogan.com/gplusinfographic/

• http://www.rocketwatcher.com/blog/2011/06/startup-launch-marketing.html