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 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: [email protected]
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
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