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New Marketing for Insurance Agents & Brokers

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New Marketing for Insurance Agents & Brokers

  1. 1. © 2017, Agency Revolution, All Rights Reserved The New Marketing for Insurance Agents & Brokers: 7 Secrets to Killer Content Marketing By Michael Jans
  2. 2. © 2017, Agency Revolution, All Rights Reserved I want to grow faster! And my marketing doesn’t work!
  3. 3. © 2017, Agency Revolution, All Rights Reserved Things have changed! I’m in control of the conversation now. If you give me VALUE… And respect my journey… …I’ll be happy to reward you!
  4. 4. © 2017, Agency Revolution, All Rights Reserved Okay, the internet put you in control of the conversation… …it also made me a‘publisher.’ Now, I’m going to publish what interests (and persuades) you.
  5. 5. © 2017, Agency Revolution, All Rights Reserved 1• Why do Content Marketing? 2 • The psychology of Content Marketing • What is Content Marketing? 3 • The Marketing Funnel (and beyond)4 • How to create content (19 shortcuts)5 • How to promote content6 • 12 Keys to success7
  6. 6. © 2017, Agency Revolution, All Rights Reserved 1• Why do Content Marketing? Growth in Google searches for‘Content Marketing’ 2004 - June, 2017
  7. 7. © 2017, Agency Revolution, All Rights Reserved Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers http://www.aberdeen.com/research/11127/11127-RR-content-marketing-science.aspx/content.aspx.aspx Aberdeen 7.8X higher growth
  8. 8. © 2017, Agency Revolution, All Rights Reserved Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. https://www.demandmetric.com/content/content-marketing-infographic DemandMetric 62% less cost
  9. 9. © 2017, Agency Revolution, All Rights Reserved Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%) http://www.aberdeen.com/research/11127/11127-RR-content-marketing-science.aspx/content.aspx.aspx Aberdeen 6Xhigher conversion
  10. 10. © 2017, Agency Revolution, All Rights Reserved It’s efficient: Almost 60% of marketers reuse content two to five times. http://ozcontent.com/blog/how-to-repurpose-content-like-a-pro-and-make-your-good-ideas-last-twice-as-long/ Oz Content 60%re-use content
  11. 11. © 2017, Agency Revolution, All Rights Reserved When you analyze the impact of different content distribution channels side by side, it becomes clear that email offers the largest overall reach: For every $1 spent, email gives back a whopping $38 in ROI, and offers the broadest reach http://ozcontent.com/blog/how-to-repurpose-content-like-a-pro-and-make-your-good-ideas-last-twice-as-long/ Oz Content 38:1ROI
  12. 12. © 2017, Agency Revolution, All Rights Reserved Up to 81% of marketers plan to increase their use of original content http://www.socialmediaexaminer.com/report/ Social Media Examiner 81%plan to do more
  13. 13. © 2017, Agency Revolution, All Rights Reserved Price Convenience Peace
 of Mind 1 2 3 Three values compel insurance purchase: Digital Direct Broker
  14. 14. © 2017, Agency Revolution, All Rights Reserved Price Convenience Peace
 of Mind 1 2 3 Three values compel insurance purchase: Digital Direct Broker
  15. 15. © 2017, Agency Revolution, All Rights Reserved http://www.bain.com/publications/articles/customer-loyalty-and-the-digical-transformation-in-p-and-c-and-life-insurance.aspx Tips are the most likely to deliver delight other than the product itself.
  16. 16. © 2017, Agency Revolution, All Rights Reserved Advice Consumer Product Information The Double Ring Circle of Safety
  17. 17. © 2017, Agency Revolution, All Rights Reserved Top 240‘large’agencies grew 26% Agency Revolution podcast with Chuck Blondino SAFECO 26%annual growth
  18. 18. © 2017, Agency Revolution, All Rights Reserved Top 240‘small to medium’agencies grew 86% Agency Revolution podcast with Chuck Blondino SAFECO 86%annual growth
  19. 19. © 2017, Agency Revolution, All Rights Reserved Most common factor: They communicated more than others (And the best of the best‘flip’ their communications)
  20. 20. © 2016 Agency Revolution, All Rights Reserved “How much can I get?” Beginning Marketer The Wrong Approach Today
  21. 21. © 2016 Agency Revolution, All Rights Reserved “How much can I give?” Advanced Marketer The Right Approach Today
  22. 22. © 2017, Agency Revolution, All Rights Reserved Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. http://contentmarketinginstitute.com/what-is-content-marketing/ Joe Pullizi Founder Content Marketing Institute • What is Content Marketing?2
  23. 23. © 2017, Agency Revolution, All Rights Reserved Content Marketing is a strategy where brands create interest, relevance, and relationships with customers by producing, curating, and sharing content that addresses specific customer needs and delivers visible value. http://www.flip.to/blog/stories-matter-what-hotels-can-learn-from-content-marketers-at-large
  24. 24. © 2017, Agency Revolution, All Rights Reserved “I can’t outspend my competition, but I can out-educate them.” Said to Michael Jans, April, 2010 David Heinemeier Hansson Partner, Basecamp Software
  25. 25. © 2017, Agency Revolution, All Rights Reserved John Deere Content Marketing since 1895
  26. 26. © 2017, Agency Revolution, All Rights Reserved Media ✓ ebooks ✓ blog ✓ video ✓ white papers ✓ cheat sheets ✓ podcasts ✓ audio ✓ infographics ✓ training ✓ speaking ✓ ‘free reports’ ✓ webinars ✓ case studies ✓ emails ✓ repurposing ✓ etc.
  27. 27. © 2017, Agency Revolution, All Rights Reserved http://www.jeffbullas.com/the-5-key-pillars-you-need-for-epic-content-marketing-success/
  28. 28. © 2017, Agency Revolution, All Rights Reserved 3• The psychology of Content Marketing
  29. 29. © 2017, Agency Revolution, All Rights Reserved People are obliged to give back to others the form of behavior, gift, or service that they have received first. SCORE: https://www.influenceatwork.com/principles-of-persuasion/ Dr. Robert Cialdini
  30. 30. © 2017, Agency Revolution, All Rights Reserved People follow the lead of credible knowledgeable experts. SCORE: https://www.influenceatwork.com/principles-of-persuasion/ Dr. Robert Cialdini
  31. 31. © 2017, Agency Revolution, All Rights Reserved People like to be consistent with the things they have previously said or done. Consistency is activated by looking for and asking for small initial commitments. SCORE: https://www.influenceatwork.com/principles-of-persuasion/ Dr. Robert Cialdini
  32. 32. © 2017, Agency Revolution, All Rights Reserved People prefer to say yes to those that they like. Three important factors. We like people who are similar to us, we like people who pay us compliments and we like people who cooperate with us towards mutual goals. SCORE: https://www.influenceatwork.com/principles-of-persuasion/ Dr. Robert Cialdini
  33. 33. © 2017, Agency Revolution, All Rights Reserved Especially when they are uncertain, people will look to the actions and behaviors of others to determine their own. (Social Proof.) SCORE: https://www.influenceatwork.com/principles-of-persuasion/ Dr. Robert Cialdini
  34. 34. © 2017, Agency Revolution, All Rights Reserved People want more of those things they can have less of. SCORE: Neutral https://www.influenceatwork.com/principles-of-persuasion/ Dr. Robert Cialdini
  35. 35. © 2017, Agency Revolution, All Rights Reserved • The Marketing Funnel (and beyond)4 Content Marketing does what you want it to do +Delight At Every Stage in the Process Attract Convert Optimize Retain Prospects Buyers Clients PromotersLeads C O RA
  36. 36. © 2017, Agency Revolution, All Rights Reserved Attract Convert Optimize Retain Prospects Buyers Clients PromotersLeads Funnel Nurturing
  37. 37. © 2017, Agency Revolution, All Rights Reserved Content: ✓ common problems of frequent interest ✓ focus on them not you Awareness: TOFU Purpose: ✓ lead gen ✓ trade off: content for email or contact ✓ initial proof of value Common media: ✓ blog ✓ social media ✓ keywords, SEO ✓‘snackables’- cheat sheets, how to’s, short video ✓ follow with lead warming
  38. 38. © 2017, Agency Revolution, All Rights Reserved Content: ✓ deeper dive into solution, features Consideration: MOFU Purpose: ✓ qualify/ disqualify ✓ consider your solution ✓ deepen trust Common media: ✓ white papers ✓ landing pages, forms ✓ webinars ✓ long(er) form ✓ follow up email
  39. 39. © 2017, Agency Revolution, All Rights Reserved Content: ✓ answer questions ✓ clarify your USP ✓ overcome objections Decision/Conversion: BOFUPurpose: ✓ create a customer Common media: ✓ buyer’s guide ✓ competitive analysis ✓ phone, CSR, producer ✓ FAQ’s
  40. 40. © 2017, Agency Revolution, All Rights Reserved Content: ✓ Ongoing value ✓ Sense of‘you’ ✓ Shared interests (community, etc.) Nurturing Post Sale Content Purpose: ✓ create a loyal customer ✓ Lifetime Customer Value Common media: ✓ email ✓ newsletters ✓ safety tips ✓ disaster preparedness ✓ disaster alerts Automatic processes (Trigger Point): welcome kit, annual review, newsletter, claim (open/closed), etc. Also: referrals, testimonials, Google reviews, cross-sales, etc.
  41. 41. © 2017, Agency Revolution, All Rights Reserved “No service above and beyond shopping.” 60% Sam Friedman: Deloitte,“Small business insurance in transition: Agents difficult to displace, but direct sellers challenge status quo”
 https://www2.deloitte.com/global/en/pages/financial-services/articles/gx-small-business-insurance-in-transition.htmlSam Friedman Deloitte Insurance Research Leader
  42. 42. © 2017, Agency Revolution, All Rights Reserved Small business respondents 'very' or 'somewhat' likely to buy online Sam Friedman: Deloitte,“Small business insurance in transition: Agents difficult to displace, but direct sellers challenge status quo”
 https://www2.deloitte.com/global/en/pages/financial-services/articles/gx-small-business-insurance-in-transition.htmlSam Friedman Deloitte Insurance Research Leader 100%
  43. 43. © 2017, Agency Revolution, All Rights Reserved Report that they have had
 ZERO interactions in 18 months http://www.ey.com/Publication/vwLUAssets/ey-2014-global-customer-insurance-survey/%24FILE/ey-global-customer-insurance-survey.pdf EY Global Customer Survey 44%
  44. 44. © 2017, Agency Revolution, All Rights Reserved Sample content: Agency Revolution 7 critical digital marketing trends for insurance agents & brokers for 2017 By Michael Jans Insurance Marketing White Paper
  45. 45. © 2017, Agency Revolution, All Rights Reserved • How to create content (shortcuts)5 1 the market 2 the message funnel stage the media 3 the 3m model
  46. 46. © 2017, Agency Revolution, All Rights Reserved creating personas xtensio.com
  47. 47. © 2017, Agency Revolution, All Rights Reserved my favorite shortcuts for getting‘content for content’ chrome extension: Toby set up daily reading:
  48. 48. © 2017, Agency Revolution, All Rights Reserved for getting‘content for content’ Feedly set up your‘feed’:
  49. 49. © 2017, Agency Revolution, All Rights Reserved for saving and organizing content Pocket (app with Chrome extension) save articles (and organize them):
  50. 50. © 2017, Agency Revolution, All Rights Reserved for saving and organizing content Evernote (with Chrome extension) save articles, notes, images, links (and organize them):
  51. 51. © 2017, Agency Revolution, All Rights Reserved for highlighting and organizing content GistNote Chrome Extension highlight any online content and organize a‘library’:
  52. 52. © 2017, Agency Revolution, All Rights Reserved for blog (and other media) ideas www.buzzsumo.com content performance analyzer (searches internet for high performing content for any subject)
  53. 53. © 2017, Agency Revolution, All Rights Reserved for blog (and other media) ideas BlogAbout: www.impactbnd.com/blog-title-generator/blogabout blog and headline suggester
  54. 54. © 2017, Agency Revolution, All Rights Reserved for blog (and other media) ideas www.portent.com/tools/title-maker content idea generator
  55. 55. © 2017, Agency Revolution, All Rights Reserved for blog (and other media) ideas http://www.contentrow.com/tools/link-bait-title-generator headline, idea (link bait) generator
  56. 56. © 2017, Agency Revolution, All Rights Reserved for headlines & titles https://sumome.com/kickass-headline-generator/
  57. 57. © 2017, Agency Revolution, All Rights Reserved for headlines & titles https://headlines.sharethrough.com/
  58. 58. © 2017, Agency Revolution, All Rights Reserved for organizing and outlining original content Workflowy online outlining tool
  59. 59. © 2017, Agency Revolution, All Rights Reserved for writing simply Hemingway writing app with‘help’for readability
  60. 60. © 2017, Agency Revolution, All Rights Reserved to test readability www.webpagefx.com/tools/read-able/check.php copy & paste readability grader
  61. 61. © 2017, Agency Revolution, All Rights Reserved for keyword and topic suggestions http://lsigraph.com/
  62. 62. © 2017, Agency Revolution, All Rights Reserved for high quality photos https://unsplash.com/ free usage, high res
  63. 63. © 2017, Agency Revolution, All Rights Reserved for quality & easy image creation www.canva.com
  64. 64. © 2017, Agency Revolution, All Rights Reserved to test subject line words http://subject-line-checker.adestra.com/ for open and click through rates
  65. 65. © 2017, Agency Revolution, All Rights Reserved what is‘content curation? “…the act of discovering, compiling, and sharing existing content with your online followers.” quote: https://blog.hootsuite.com/beginners-guide-to-content-curation/ image: https://image.slidesharecdn.com/curatainsideviewamawebinar-130820170511-phpapp02/95/5-steps-to-optimize-your-lead-nurturing-process-the-right-content-to-the-right-audience-21-638.jpg?cb=1377089113
  66. 66. © 2017, Agency Revolution, All Rights Reserved Find: ✓ organize your most useful sources with Feedly ✓ be an active student of your marketplace & industry Curate: ✓ deliver content that will add value or interest to your readers ✓ make it about them, not you ✓ add insight ✓ consider themes, weekly roundups & other options for delivery Share: ✓ across all social platforms ✓ for very important items: email; or links in your monthly bulletin ✓ always give credit & thanks to the source
  67. 67. © 2017, Agency Revolution, All Rights Reserved "...create content 20% of the time. Spend the other 80% of the time promoting what you created." Derek Halpern Social Triggers • How to promote content6
  68. 68. © 2017, Agency Revolution, All Rights Reserved use a content editorial calendar http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/
  69. 69. © 2017, Agency Revolution, All Rights Reserved email your list (and segment for best results!) sample: homeowners
  70. 70. © 2017, Agency Revolution, All Rights Reserved sample: account is in Central Oregon
  71. 71. © 2016 Agency Revolution, All Rights Reserved “Our president, Joe Broker, just published a report on‘How to Protect Your Property from Hurricanes.’ Would you like a copy?” train your team
  72. 72. © 2017, Agency Revolution, All Rights Reserved influencer marketing ✓ discover who has a list or reach you want ✓ ask for a quote “I’m writing an article on arborist safety. What do you think is the single most important safety practice for them?” ✓ tell them you used it ✓ email them ✓ direct tweet them ✓ reference in LinkedIn (with @name)
  73. 73. © 2017, Agency Revolution, All Rights Reserved influencer marketing ✓ Write guest blog posts ✓ with a link to your content ✓ Write guest articles ✓‘For a free copy of my‘7 Steps to Complete Arborist Safety,’visit www.etc.com
  74. 74. © 2017, Agency Revolution, All Rights Reserved social media ✓ Social sharing icons on your blog, site, etc. ✓ Create‘snippets’from your content and share ✓ Re-share old content ✓ Create mini-videos & other media just for social (with link to content) ✓ Use‘Click to Tweet’
  75. 75. © 2017, Agency Revolution, All Rights Reserved social communities ✓ Discover the‘watering holes’for your niches ✓ Share high value content
  76. 76. © 2017, Agency Revolution, All Rights Reserved know thy traffic ✓ Keywords ✓ Referral sources ✓ Social sources ✓ Email campaigns ✓ Paid ✓ Direct traffic (SEO)
  77. 77. © 2017, Agency Revolution, All Rights Reserved Know your customer. ✓ what are their problems ✓ what are their hopes ✓ what are their fears 1 Plan your plan. ✓ use a content calendar ✓ think 12 months ✓ follow through 2 The New Marketing: Keys to Success
  78. 78. © 2017, Agency Revolution, All Rights Reserved Deliver value ✓‘Double Ring Circle of Safety’ ✓ be relevant ✓ it’s about them, not you 3 Involve your team ✓ for ideas ✓ for questions from clients ✓ to share on phone & social 4 The New Marketing: Keys to Success
  79. 79. © 2017, Agency Revolution, All Rights Reserved Re-Purpose for efficiency ✓ same themes ✓ multiple media ✓ revive old‘winners’ 5 Work the funnel ✓TOFU for lead gen ✓ MOFU for education ✓ BOFU for conversion 6 The New Marketing: Keys to Success
  80. 80. © 2017, Agency Revolution, All Rights Reserved 80/20 marketing formula ✓ reach out to influencers ✓ every social - efficiently ✓ give value to your list 7 Test and experiment ✓ multiple media ✓ progress, not perfection ✓ get used to the camera 8 The New Marketing: Keys to Success
  81. 81. © 2017, Agency Revolution, All Rights Reserved Know your numbers ✓ master Google analytics ✓ all sources ✓ critical keywords 9 Create epic content ✓ use the shortcut technologies ✓ focused on the customer ✓ great copy - from headline to CTA 10 The New Marketing: Keys to Success
  82. 82. © 2017, Agency Revolution, All Rights Reserved Delegate! ✓ break it into discrete chunks ✓ you can outsource (writing, etc.) ✓ focus on what you’re best at 11 Invest resources wisely ✓ best list for ROI: your customers ✓ best media for ROI: email ✓ guide entire journey with content12 The New Marketing: Keys to Success

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