Online Insurance Marketing Strategies That Work

Online Insurance Marketing
Strategies That Work
By: Jason Hornung – President
Jason Hornung Agency, Inc.

Online Insurance Marketing Strategies
That Work
I have a handful of clients that I am working directly with through my Elite Group
Coaching package to help them implement the insurance marketing strategies
that I teach in my Agent's Lead Machine Internet Marketing Mastery program.

Below you will find the transcript of one of these coaching calls done in August of
2012. The reason I post these transcripts is that I want you to see the genesis
behind setting up online insurance marketing strategies that actually work.

It also will give you an insight into the advanced insurance marketing strategies
that you can discover in my ALM program along with the benefits you can receive
when you implement that into your agency.

If you'd like to start your own online insurance marketing systems, just like Robert
and Russ, you can enroll in the ALM program by clicking the link below:
Enroll in the ALM Internet Marketing Mastery Program here

http://lifeinsurancemarketing.info/

That Work
As a lead in here, Robert is using Facebook as one of his
insurance marketing strategies, so we are talking about setting
up a campaign to drive traffic to his offer.
Robert: Yeah, I apologize for the background noise, I’m
working on my laptop right now, and just took a **** Okay.
Jason: Oh, no problem. No problem. All right, so what did
you want to talk about?


That Work
Robert: Well, I wasn’t sure how this works. Basically where
I’m at is I got that photo down with the red border. I’ve just
got to figure out how to resize it a little bit and then, you
know, we discussed the price. And I’m still trying to figure out
how I should do that, as far as like the budget.

Jason: Okay. Well, let’s tackle the first thing. Have you done
a Google search for “image resizer?”


That Work
Robert: [In the background: Hey, Dad, can you turn it down just a
little bit?] Okay. I’m sorry, what was that?

Jason: Oh, have you done a Google search for “image resizer?”
Robert: No, I haven’t.
Jason: Okay. There’s a free website that shows up like when you
do that search and you can upload your image in there and resize it
to whatever dimensions you want, that’s what I use for that.


That Work
Robert: Oh, that’s perfect. Okay. That’s what I was trying to do.
Jason: Yeah.
Robert: Okay. Yeah. Because I got it, I got the red border done, I
had someone do that for me, because I didn’t know how to do that,
and then that’ll work perfect.

Jason: Oh, and what I do for the red borders, like if you just open
up your image in Paint, you can actually just use the Paint feature
to paint the border right around it, that’s all I do, it takes a couple
seconds.

That Work
Robert: Oh, really? Okay.

[In the background: Let me know if you need anything. Okay. Okay. I

was just letting you know if you need me, just call me.]

All right. So that answers those two questions, because that was kind

of, like, “How do I do that?” Okay. So that doesn’t seem to difficult.

And I redid some pictures smiling, so that works, so I just need to

resize it and it’s already got the border on it, so I’m set.

Jason: Cool.

That Work
Oh, yeah, looks like we got someone else on. Hey, welcome to the call. Who do

we have?

Russ: Hi, thanks, this is Russ Sims.

Jason: Oh, hey, Russ. We got Robert on the line with us here and we’re just kind

of going over some of the things that he has questions on right now with his

insurance marketing strategies. So kind of how this whole thing works is it’s really

just an open forum for you guys to answer your questions. So I’m going to finish

running through these things with him, if you want to sit and listen and then we’ll

move over to any questions that you have after that, okay?


That Work
Russ: No problem. Okay.

Jason: All right. Cool.

Yep! So, Robert, you were also asking about the budget on your
Facebook campaign, right?

Robert: Yeah.

Jason: All right. What were you still trying to figure out with that?

Robert: Well, I know you said like do 3 or 4 cents, or 5 cents above
what they say, for a minimum, right?


That Work
Jason: Yeah, for the cost per click, yeah.

Robert: And so basically in my area, I got 800,000-plus
people, okay?

Jason: All right.

Robert: And I was just thinking, I should run it for at least a
week, what do you think would be, like on a daily thing, what
do you think would be a good thing to do to just test it?


That Work
Jason: Well, typically what I’ll do is I’ll set the budget at $500 a day.
And then I watch—

Robert: [Laughs]

Jason: Yeah. But then I watch that thing like a hawk. Because like I
said in the email reply, because, I mean, that’s a great question. Like
there’s two reasons behind that. One, if you set a really low daily
budget, Facebook won’t take you seriously as an advertiser and they
won’t display your ads as much.


That Work
Robert: What about $100, you think about $100, would that
be okay?
Jason: Yeah. You could even do $100. What I found in the
testing is if you set it at 500, they’ll actually show your ad
more. And the thing with Facebook is, the click-through rates
are going to be really low compared to other, you know, other
advertising platforms. So you need your ad to show a lot in
order for you to get clicks coming to your site.


That Work
So the thing you want to be careful of is you just want to monitor how many clicks

that you’re getting. So even if you set your budget at $500 a day, you may only

spend 10 bucks in clicks.

Robert: Got it, got it.

Jason: But if your ad’s doing really well, you could get a lot of clicks, you just have

to watch that and if you get to a point where you’re like, “Oh, crap, I’m getting too

many clicks, not enough leads are coming through,” then you just pause the

campaign real click so you don’t spend a whole butt load of money on something

that’s not working.


** Insurance marketing strategies note **

You have to really understand the medium that
you are using when running advertisements
online.


That Work
Robert: Okay. So the next thing after that, what should I do after I
have that one all set up as far as, you know, doing more insurance
marketing strategies?

Jason: Sure. So you’re going to want to run your Facebook
campaigns and optimize your funnel, you’re going to want to run
that for a while, probably a month.

Robert: Okay.

Jason: Or two.

That Work
Robert: Okay. Okay.

Jason: You may be able to get, you know, you’ve got 800,000 prospects that
you can go after, you may be able to continually get the lead flow that you’re
looking for and are comfortable with, just off of that one traffic source.

Robert: Okay. So basically, just stick with that and then in about a month or
so, just, you know, get on another call, talk to you about maybe my next
step. Because I know there was that one thing you had about the free traffic
from the other sites, which I thought was really cool. So I want to kind of play
around with that, too.


That Work
Jason: Yeah, you really, when you start with a traffic source and you’re,
because we developed a, you know, you developed an entirely new concept,
right? That hasn’t been tested yet. So you have to go through the testing and
the optimization process before you start moving on to other traffic sources
and other insurance marketing strategies because if you keep jumping around
from thing to thing to thing, you’re not going to get the results that you want
out of anything. You know, you’ll get a little bit here, a little there.

Robert: **** basically slow down. Okay.

Jason: Yeah.


That Work
Robert: No problem, I hear you loud and clear, that makes a lot of sense.

So I’ll just stick with this and work on it.

Oh, by the way, did you get my email with the life insurance awareness

month stuff?

Jason: Yeah, I glanced it over, I didn’t read it thoroughly yet, to be honest

with you.

Robert: No, I just thought some of your guys might like it because there’s a

lot of good material that people could use for their marketing efforts, that’s

all.

That Work
Jason: Oh, okay. Yeah. Absolutely, yeah.

Robert: That was a **** clients, that’s all.

Jason: Okay, cool. Thank you. Appreciate that.

Robert: Okay, cool. Well, that’s pretty much, I think that’s all I got right now
because as long as, you know, I’m there, so I just need to start testing it, it
sounds like, and that’s about it.

Jason: Yep. And so as you’re testing, you want to make sure that you’re
monitoring all of the data and you want to try to achieve those conversion
metrics that I sent you on the last email.


That Work
Robert: Yeah, yeah.
Jason: That’s really where things start to make sense for you
financially.
Robert: Okay. That’s what I need to know. So just stick with
this plan and work on it. All right.
Jason: Yep.
Robert: Well, that’s good to know. Makes me a little bit
easier, so, that’s all I got.


That Work
Jason: You’ll really get yourself overwhelmed if you’re trying, especially

when you’re just kind of getting into doing online marketing if you try to

drive multiple insurance marketing strategies in to your website. Because if

you don’t have really good tracking systems in place and you don’t really

know what you’re doing yet, you won’t be able to know what’s working and

what’s not working and you won’t be able to optimize your funnel properly.

So, you know, now it’s send traffic in, see what happens, make little changes

here and there, resend more traffic in, see what happens, and just get it to

where it’s giving you the leads that you want.

That Work
Robert: That’s perfect. That’s what I need to know. Okay. So, just
slow down and work on this for a while. That works for me.

Jason: Yep, yep. You’re past the rapid fire working stage now.

Robert: Thank God, huh?

Jason: Yeah.

Robert: I appreciate your patience, I was just like AHH! You know.
Okay. Cool, well, I’m there.

Jason: No, I understand, it’s a lot in the beginning.


That Work
Robert: Yeah, I was, I’m like, “Oh, my God, what am I doing?” So, that’s all I
got, the other gentleman’s on the phone, so I’ll stick on here and listen to
what he’s got to say, too.

Jason: Okay, great. So, Russ, why don’t you let me know what questions you
got at this point?

Russ: Yeah, well thanks. You know, when I first purchased the course, I dove
in and started looking at course content. Everything looked great and then
you helped me work through a couple of technical glitches I was having as far
as getting my website, you know, landing page, website, and so forth.


That Work
But then I got really busy at work and so I kind of had to put it on hold for the
last couple of weeks. So I’m just now getting back into it, I suspect that
probably next Thursday, I’ll probably have a whole slew of questions because
I’ve got specific time donated, or devoted, to implementing, and that’s what
it’s all about now, as I just need to implement.

Jason: Yep.

Russ: But one question I have is, when it comes to optimizing, I know that
can be, you know, a science. And is there any help available on your end as
far as helping us do that?


That Work
Jason: Yeah. So we have the optimization videos in the members website.

And so with each traffic source, you get three videos. You get setting up

campaigns, managing campaigns, and then optimizing campaigns. So that’s

optimization on the campaign level. Then we also have some optimization

strategies, videos, I think it’s module eight. It’s locked right now because—

the reason, the reason I lock is you need to get your stuff up and going first

before you start watching optimization videos, because that stuff can really

kind of like screw up what you’re doing in the set-up process, if you know

too much.

That Work
Russ: Yeah. Yeah.

Jason: So that stuff will be released at like day 45 of your membership and then you’ll
be able to go in there and look at those.

But the other forum for helping with optimization is the group coaching that you’re
on. So, you know, we can get on these calls, you can ask questions about
optimization, I’ll help you with that. You can send emails to that personal email
account of mine that you got, you know, with links to your pages and a description of
what, you know, what troubles you’re having. And I’ll take a look at what you’re doing
with your insurance marketing strategies and give you some suggestions and, you
know, ideas on what you can do to optimize.


That Work
But just to give you kind of a general overview of optimization. Really, when you’re
outside of the campaign level, there’s a few things that you would optimize. So the
first thing is going to be your offer. So when you’re building a new concept and a new
marketing funnel from scratch, it’s all about your offer. And that’s what you’re getting,
you know, what you’re using to get people to opt into your list, it’s what you’re using
to get people to try to, you know, to become an appointment or to contact you, that’s
your offer. So you always want to start there first if you’re not getting the conversion
you want. You know, change up the language you’re using on the offer, change up the
way you position the offer. Maybe add in some bonuses or additional things to make
the offer more attractive, that’s where you start first with optimization. Okay?


That Work
Then you have optimization with the actual design and layout of your
website. That doesn’t have as big of an impact on conversion in the
beginning, but, you know, once you’re to the point where you know your
offer’s converting well and when I say, “well,” you’re getting, you know—
depending on how you have your funnel set up, I’ll use Robert’s funnel, for
example. What we’re doing is we’re sending people to a squeeze page and
then he’s getting them to give their email to get a video mini course series.
And then each video, his offer is to have them contact him via phone, email,
or another web form for a consultation. Okay?


That Work
So what we’re striving for on his funnel is to get 25% of the
people that give their email to be on the mini course. We
want 25% of those people at minimum to contact him for that
consultation. Okay?
So, you know, what you’re going to be doing there is trying to
optimize that offer until you get to the point where you’re at
that kind of conversion rate that you want. Okay?


That Work
The design will play into that a little bit, but it’s not nearly as much as
the offer. So, I mean, there’s things you can do on, you know, where
you put buttons on the site and, you know, where you put phone
numbers and lay things out and colors and stuff like that. I mean,
there’s a lot of different things that you can test to try to optimize that,
but I mean, they have a small impact compared to the offer.
Russ: Yeah.
Robert: Okay, by the way, what line of business are you targeting with
your insurance marketing strategies?


That Work
Russ: I am going for life insurance, specifically index universal life.

Robert: Okay. Okay. I was just wondering.

Russ: How about you?

Robert: I’m going to be going after the, more of the whole life, using a
couple different things. I love that UL stuff you have, Jas, so I can’t
wait to get that from you, by the way. I just didn’t know if you have
anything for whole life as well, but I love that stuff that I saw when I
got the email. I’m probably going to offer **** from you.


That Work
Jason: Actually there are some presentations like that for whole life that are
up in the member’s site in the tool section, in the pre-done Power Points.

Robert: Oh, okay.

Jason: Yeah, there aren’t any scripts to go with it because the language is all
right on the slides.

Robert: Okay.

Jason: But yeah, so you can use those. If you’re looking for something more
than that, I do have some other ones that I use personally that I could
probably package up for you, like I did for the UL One.


That Work
Robert: Yeah, I love that. Because, you know, I was going to do both
and then I just wanted to pick one, so I thought I’d do, start with whole
life first and then maybe do another in six months from now, for IUL,
so, that would be cool.

Jason: Okay. Cool.

Robert: I just want to focus on one thing, you know, get it down.

Jason: Absolutely.

Robert: Cool, appreciate it.


That Work
Russ: Jason, you know, right now my offer, as far as, you know, attracting
people to my landing page and focused on IUL, would be, you know, you have
produced a really good webinar, be inviting people to that. Or also your book,
you know, the short e-book.
Jason: Okay.
Russ: Do you see that as being feasible offers?
Jason: Yeah, absolutely. You know, the e-book is a great one and the whole, I
don’t know if you opened it up and read it or not, but the whole thing really—
Russ: I haven’t.


That Work
Jason: Yeah, okay. So the whole thing is really positioned to get people to
make, you know, cash value life, particularly the IUL, really attractive. So, you
know, the messaging is still very relevant right now. What I would do on your
landing page is, you know, take some quotations and a lot of proof sources
from—
Robert: Was on my second computer, had totals—sorry.
Jason: Some of the prognosticators that are, you know, predicting that the
market’s going to, you know, totally tank again. And so if you’re going to use
something like that, you got to really have a lot of proof sources from credible
places to back it up, to get people to opt in.


That Work
Russ: Yeah. Okay. Okay. Yeah. And boy, that’s not hard to do this day and

age.

Jason: No, no. No.

Russ: So, okay, that does make sense. Okay. Like I said, probably I’ll have,

you know, quite a few questions on our next call, but that, you know, that’s

helpful to me for right now.

Jason: Okay. Great. Do either of you guys have anything else you want to

cover today? Otherwise we’ll call it a call and we’ll talk again next week.

All right, cool.

That Work
Robert: I’m good. Thank you, sir.
Jason: All right. You’re welcome, guys, happy
selling.
Robert: All right, you, too.
Russ: Thanks, Jason. Bye.
Jason: All right, bye.


That Work
I hope you enjoyed this Elite Group Coaching session with
my clients Robert Eldridge and Russ Sims.

I'm sure you can see that insurance marketing online is a
process and that it's hard to accomplish that process
successfully on your own.

That's why I create my Agent's Lead Machine Internet
Marketing Mastery Program - it's the most
comprehensive training on online insurance marketing
strategies available.


That Work
Normally I charge $97/month to be a part of my ALM
Internet Marketing Mastery program. And if you use the
link at the top of this post it will take you to the order
page for that price.

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If you enroll at the special one time discounted price, I'm
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That Work
Bonus #1 - 2 Free 30 Minute Jumpstart Coaching
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You'll get two calls just like this transcribed call
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That Work
Bonus #2 - Free IUL Sales Presentation & Ads
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You'll get a complete online sales presentation
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That Work
It includes a full powerpoint presentation and
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That Work
All you have to do is enroll in my program by clicking the link
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