In this presentation, Eric Most (Co-Owner of Most Insurance) and I talked about the Who, What, When, Where, Why and How of social media and digital marketing for independent insurance agencies.

1. #SocialInsurance
Who? | What? | When? | Where? | Why? | How?

2. Eric Most
Co-Owner, Most Insurance
Danny Rohrdanz
Founder, Yellow Leaf Marketing

3. “What does digital
and social media
marketing success
look like for your
brand and agency?”

4. Let’s start with the basics...

5. “Social media is an
ingredient
-­ not the -­
entrée.”
-Jay Baer, ConvinceAndConvert.com
@JayBaer

6. “The purpose of my
website is __________
and social media will
assist me in
accomplishing this.”

7. Who?
Who is your target audience?
!
• Current Customers (aka your CMOs)
• Prospective Customers
• Referral Sources
• Company Relationships

8. TRUST is Key
“When you are
trusted because you
care, it’s quite likely
the revenue will
take care of
itself.” - Seth Godin

9. ...the Social Media implications...
• Trust takes ENGAGEMENT
• Trust takes CONVERSATION
• Trust takes TIME and EFFORT
• Trust takes COMMUNITY DEDICATION
• Trust takes COMPANY-WIDE BUY IN
• Trust takes TRANSPARENCY
• Trust takes THE RIGHT STRATEGY

10. What?
What needs to happen?
!
• Effective Home Base (Website) Strategy
• Social Media Strategy
• Email Marketing Plan
• SEO Action Plan (local search, especially)

12. When?
When do we post on social media?
!
• Facebook: At least once per day
• Preferably twice
• Twitter: Real-time… post away!
• Blog: Preferably 2x per week
• 4 new posts per month will do

13. When? (cont.)
Facebook’s News Feed Algorithm:
EdgeRank

14. When? (cont.)
When are your fans online?

15. Where?
Where should I be spending my time?
!
1. Your Website is your #1 investment.
• Blog / Landing Pages / CTAs
2. Social Media
• Facebook
• Twitter
• YouTube
• LinkedIn
• Instagram
3. Email Marketing
• Nurture / Add Value / CTAs

16. Where? (cont.)

17. Why?
Why should you be doing this?
!
The “Why” behind your social
media and digital strategy
should be the same “Why”
behind your agency strategy
as a whole.

18. How?
How do we tackle all of this?
!
• Dedicated team member(s) or outside
help
• It requires a lot more than your after-
thoughts or strategy leftovers
• Practically, How?
• Strategy Building | Strategy Implementation
Content Calendar | Content Publishing
Analytics Tracking | Campaign Management

19. In Summary...
• Your Website is your Home Base
• Social Media is a role player
• With the right “Who-What-Where-
When-Why-How Strategy”, social media
and digital marketing can serve your
agency very well.
• It’s time for a more mature approach to
social media
• Become a Go-To Resource!

20. Thanks!
Danny Rohrdanz
YellowLeafMarketing.com
@DannyRohrdanz
Questions?
Eric Most
MostIns.com
@EricMost