From ITC Agent Conference 2016... In this breakout, you'll learn detailed steps for digital marketing and search engine optimization you can do yourself and what to do when you don't have the time to handle it all. ITC's Director of Digital Marketing Sales Mark Goldsberry and Advanced Digital Marketing Specialists Bryan Parker and Jeff Thomas will explain how to market your agency through your website, emails, text and voice-recorded calls.

1. Do It Yourself
Digital Marketing and SEO Strategies
Presented By:
Mark Goldsberry, Bryan Parker & Jeff Thomas
#AgentCon16

2. In the U.S. alone, people that
switch insurance providers
represent a $7.6 billion market in
annual premiums.
Source: JD Power & Associates

3. How do we
MAXIMIZE
this business
opportunity?

4. It’s No
Longer a
One-Point
Strategy

5. It’s a Multi-Point Strategy
•SEO-optimized website
•Mobile display
•Social media
•Blogging
•Email marketing

6. Ask Yourself…
• Do you have a website?
• How is it performing?
• Are you participating on social media?
• Are you blogging?
• How are you staying in front of clients and
prospects?

7. Mobile Phone Explosion
• 91% of adults have a
cellphone
• 63% use their phones to go
online
• 34% say cell phone is
primary internet device
Source: PEW Research Center

8. You’re in
the FIGHT
for your
LIFE

9. What do you need to compete?

10. It all starts with a GREAT website

11. What website would you use?

14. Website Tips
• Optimize load time
• Develop strong calls to action
• Improve readability
• Write dynamic content
Visit ITC’s blog for ideas

15. Over 50% of the 100 billion
monthly searches occur on a
mobile device.
Source: Google VP of Search, Amit Singhal

16. Mobile is now the
primary screen for marketers

17. Mobile Design
• Develop strong call to
action
• Implement responsive
design elements
• Reduce required clicks
• Design around a one-
handed user experience

19. Marketers consistently ranked email as
the single-most effective tactic for
awareness, acquisition, conversion, and
retention.
Source: Gigaom Research

20. Lead Generation & Lead Nurturing
• Auto responders from website
• New prospect drips
• Cross-sell campaigns
• Recapture campaigns

21. Policy Retention
• Newsletters
• Social media promotion
• Birthday cards
• Invitation for policy review

22. Other Marketing Components
Text Messaging
Limit to events where you want to solicit an
immediate response.
Phone Dialer
Don’t limit yourself to sales-related activity.

23. FINAL
THOUGHT

24. What people
think it looks
like
SUCCESS

25. What it
really
looks like
SUCCESS

26. Search Engine Optimization
Driving traffic to your website

27. Let’s

28. Direct Writers Are
Beating You

29. Most Expensive Keywords
• Insurance - $54.01
• Loans - $44.28
• Mortgage - $47.12
• Attorney - $47.07
• Credit - $36.06
• Lawyer - $42.71
• Donate - $42.51
• Degree - $42.02
• Hosting - $31.91
• Claim - $31.51
Source: www.wordstream.com

30. So How Do You
COMPETE?

31. Visibility Brand Engagement
Improve Your…

32. Visibility
On-Page SEO: Things you do on your website to
improve search engine results.
Off-Page SEO: Things you do away from your website
to improve search engine results.

33. Critical SEO Factors
• Website
• Inbound links
• Citations
• Google profile
• Reviews
• Personalization
• User behavior
• Social
Source: Annual Local Search Ranking
Survey – Moz.com

34. Your website must contain and be
optimized for…
• Name, address and phone
number
• Geographical areas you
serve
• Your products and
services

35. Content is KING
Original Content is KING KONG

36. • Target keyword should also be in URL
• Page title tag (keywords, business name, location info)
• Meta descriptions (calls to action)
• Header tags (body content titles)
• Page content (don’t go overboard)
• Image alt text (image pop up label)
To On-Page SEO

37. Quality of inbound links is much more important
than quantity of inbound links.
Links from local websites will help you more for
local search.
Avoid link-building services.
Link Building

38. Use EXACT business name, address and phone number.
Update outdated agency information.
Provide detailed responses for every question asked about your
business.
Choose the right categories for your business.
Business
Citations

39. Don’t be afraid to ask for reviews.
Don’t create fictitious reviews.
Don’t ask clients to write reviews
using a computer in your agency.
Reviews

40. 27% of insurance customers use social media to investigate a
product or service.
16% used it as a platform for engaging within their network
of followers about products or services.
Source: CEB Tower Group Customer Experience Survey, 2013
Get Social

41. • Post often
• Avoid being sales-y - Follow 80/20 Rule
• Don’t buy likes, fans, followers, etc.
• Do social because you want to connect with
local consumers
Social Strategy

42. • Answer questions
• Keep it relevant, interesting
and fresh
• Quality first
• Create, share, repeat
• Blog often
Blogging

43. Call us. We might just be
able to help you.
Need Help
Putting It
Together?

44. Q&A Session
with Mark, Jeff, & Bryan

45. Thank You
Share your thoughts with us using #AgentCon16