Insurance Agency Digital Marketing Tips
-
Upload
barbara-fowler -
Category
Marketing
-
view
339 -
download
3
description
Transcript of Insurance Agency Digital Marketing Tips
Barbara M FowlerChief Outsiders
AIIfl.com
Marketing in 2014: 8 Tips to ExploreJune 2014
2
Chief Outsiders
Make your agency easy to do business with!
57-92% of search starts or continues on the Internet!
Do they find you via your website?
When they get there, what do they expect?
What if they don’t find what they want?
3
Chief Outsiders
Where are you now?
SEO Content
Technology Tools
3Key
Components
These are all connected and must be utilized together!
4
Chief Outsiders
Develop Strategy Before Tactics
Become Data-Driven
Benchmark Against Key Competitors
Integrate Everything
Identify BuyerPersonas
Review Current Marketing
Spend
1
2
3
4
5
6
$✓
✓
Everyone is in
marketing!8
Test
7
5
Chief Outsiders
It Begins with a Mindset
Benchmark Against Key Competitors
Be curious, get outside your own company!
1
6
Chief Outsiders
Best Trade Show
Marketing
Best Blogs
Google Alerts,
Talkwalker Moz’s OpenSite Explorer Marketing
Grader
Competitor Analysis
Be curious, get outside your own company!
How?
SEM RUSH
EXPLORE!
7
Chief Outsiders
Check where you are spending money and time
Review Current Marketing Spend
No Sacred Cows
2$✓
8
Chief Outsiders
Including salaries?
What is the result?
$10,000,000 revenue
What are you spending and what does it include?
$20,000 to $500,000
Averages are from 2-50+% depending on study and industry
Example
20% 12% 8% 7% 6% 6% 5% 21%
trade shows, seminars, conferences
Content production
website
Agency fees
advertising
PR
Other
9
Chief Outsiders
Prepare Them in Advance
Develop Strategy Before Tactics3
10
Chief Outsiders
What is the Difference?
Strategy can be the broad goals of your business that generate the results you want to achieve. A tactic is a specific “do-it” to achieve the strategy.
Strategy or Tactic? •Be the market share leader in homeowners insurance in 10 zip codes•Maneuver your agency into top two consideration set of household decision makers. •Deploy a marketing campaign that leverages existing customer reviews and spurs them to conduct word of mouth with their peers in online and real world events.•Offer best in market compensation plan with benefits to attract top
performers
11
Chief Outsiders
We want to work with people we know and trust!
*What do you need and how can I help you?
Identify Buyer Personas
Who are your prospects?Where do you find them?
How do they find you?What stage of the buying process are
they in?
4
12
Chief Outsiders
Paint a Picture
We want to work with people we know and trust
What are their demographics? Age, Gender, Income, etc.
Where do they go for information?
What are their pain points?
What are their most common concerns?
What do they value most? What are their goals?
How do I identify this persona?
13
Chief Outsiders
How?
They find you but they are impatient!
Calling a lead within 5 minutes of a form fill vs. 60 minutes of a form fill increases conversions by 341% (1)
If you call a lead within 60 seconds of a form fill you are 500% more likely to convert the lead (2)
The first business to speak to a lead on the phone is 238% more likely to get that lead as a customer than the second business to speak to the lead (1)
The odds of contacting a lead if called in 5 minutes are 100x higher vs.
30 minutes (1
The odds of converting a lead if called in 5 minutes are 21x higher vs. 30
minutes (1)
Technology Tips: Consider these statistics.
(1) Kellogg School of Management at Northwestern, Speak2Lead (2) MIT
1
2
3
4
5
14
Chief Outsiders
Think PESO!
What is a MQL? What is a SQL?
Integrate Everything!
Paid, Earned, Sponsored, Owned
5
15
Chief Outsiders
Obsess!
Become Data-Driven
Show Me The Numbers!
6
16
Chief Outsiders
Show me the Numbers! Not Anecdotes.
What are your KPIs?
ROI CLTV Conversions
How much revenue/how
much I invested
How much profit will I earn from
this customer over time?
What is a conversion
and how will I measure it?
17
Chief Outsiders
You don’t need to bet the bank!
Use Technology!And Test, Test, Test!
Marketing Automation, CRM Systems, Apps
7✓
18
Chief Outsiders
Marketing Automation, CRM Systems, Apps
You don’t need to bet the bank! Experiment!
Google Analytics
WhichTestWon.com
A/B Testing of Landing Pages Optimizely.co
m
Email: Constant Contact,
Usertesting.com
Hubspot.comSalesforce
@
19
Chief Outsiders
Develop the Culture/ Be Agile/ Experiment
There is no such thing as Digital Marketing, It’s Marketing!
Everyone is in Marketing!
8
20
Chief Outsiders
Sales
of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified.
of business buyers say when they’re ready to buy, they’ll find you.(DemandGen Report)
Research shows that(InsideSales.com)
of sales go to the vendor that responds first.
(SiriusDecisions)
of the buying process is now complete by the time a prospect is ready to engage with sales.
(MarketingSherpa)
90%
35-50%
70%
61%
21
Chief Outsiders
Marketing Automation
of top performing companies are using or plan to start using marketing automation between 2012 to 2015.
The adoption of marketing technology is expected to increase
Sirius Decisions
by 2015.
International Data Corporation
The marketing automation market is predicted to grow
from
In 2010
In 2015
of all B2B Fortune 500 companies are already using marketing automation, along with 76% of the world’s largest SaaS companies. Pardot
Gleanster
50%
1/4
$3.2b
$4.8b
84%
22
Chief Outsiders
of CMO’s at top performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue.
Marketing automation platform users have a
Aberdeen Group
higher conversion rate from marketing response to marketing-qualified lead than non-users.
of survey respondents indicate that the ability to set measurable objectives for each of their campaigns is the biggest value driver of marketing automation.
Gleanster
Gleanster
53%
63%
77%
Marketing Automation
23
Chief Outsiders
Lead Nurturing
Companies that excel at lead nurturing generate
DemandGen ReportNurture leads produce, on average, a
increase in sales opportunites versus non-nurtured leads. 20%
9.3%
CSO Insights
Companies with mature lead generation and management practices have a
higher sales quota achievement rate.
Forrester Research
50% more sales-ready leads at 33% lower cost.
24
Chief Outsiders
or greater increase in revenue in 6-9 months.
The Annuitas Group
Nurture leads make larger purchases than non-nurtured leads. 47%
9.3% CSO Insights
Companies that automate lead management see a
higher sales quota achievement rate.
10%Gartner Research
Lead Nurturing
25
Chief Outsiders
Thank You!
Please contact Barbara Fowler at [email protected] with additional questions and/or comments. www.chiefoutsiders.com