This is the slidedeck from a recent presentation to the Independent Insurance Agents of Rhode Island at their 2014 Annual Convention. The goal of the presentation was to help agents and agency owners better understand from both a conceptual and high-level tactical viewpoint the methodologies for successfully growing their business using social media. Find more at http://www.ryanhanley.com/

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22. 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

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25. Zero Moment of Truth
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27. The Connected Generation chooses you...
!
...on their own time
!
...based on their own research and
!
...their own value structure.

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29. What Social Media Should I
Use?

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40. } Specific
forms of
content
move
prospects
through
the various
stages of your
marketing
funnel

41. There
are
many
different
forms
of content
marketing

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43. • Answered 100 Insurance Questions
– By video
– In two minutes of less
– Posted on YouTube
• Create a corresponding blog post
– Embed YouTube video
• Share on Twitter, Facebook, Google+, LinkedIN
• Use email newsletter to accelerate sharing

48. Total Traffic - TMG
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54. Good Video Content
• Answer Questions
• Interview Clients/Employees/COIs
• Discuss Relevant News
• Happy Birthday/Thank you
• Spotlight Charity
• Funny/Entertaining

55. YouTube Video Structure
55
Courtesy of www.JamesWedmore.com

56. Where Do Videos Go?
• YouTube
• Website/Blog Posts
• Thank You Pages
• Landing Pages
• Email
• Social Media (i.e LinkedIn, Google+. etc)
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59. including a video in an
introductory email increased
the click-through rate by
96%
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60. including video in an
introductory email reduced
the number of subscriber
opt-outs by
75%
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61. Quality?
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Create Branded Images

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Great Call-to-Action
Playlist Full of
Additional Resources

65. Google+ Rich SnippetsYouTube Rich Snippets

66. Tools, Resources & Equipment
• PicMonkey (Free)
• Canva (Free)
• iMovie/Screenflow/
Camtasia ($99)
• Lavaliere Mic ($19)
• Softbox Lighting
(Amazon $149)/Can
Lights (Home Depot
$60)
• Tripod ($49)
• Animoto ($197)/Fiverr
($5)

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Larger
Images
Capture
Attention

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Draw
Attention
to Your
Articles
with Proper
Formatting

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74. Google Authorship
Up to 47% increase in click-through rate

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86. • Agency Management System
• Mailchimp / Aweber
• Active Campaign
• Infusionsoft
• Astonish / Agency Revolution
Email Delivery Systems

87. How often do we send?
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- Seasonal
!
- Breaking
!
- Educational
!
- Auto-sequence

88. 64%of people open an
email because of the Headline
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89. Better Headlines
• Who else wants [blank]?
• The Secret of [blank]?
• Here is a method that is helping [blank] to [blank]
• Little known ways to [blank]
• Get rid of [problem] once and for all

90. Better Headlines
• Here’s a quick way to [solve a problem]
• Now you can [something desirable] and [great
circumstance]
• [do something] like [world-class example]
• Build a [blank] you can be proud of
• What everyone ought to know about [blank]

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Better Headlines

92. Personalized subject lines
are 22.2%more likely
to be opened
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93. including a video in an
introductory email increased
the click-through rate by
96%
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94. including video in an
introductory email reduced
the number of subscriber
opt-outs by
75%
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95. Email Best Practices
• Concise message
• Use video
• One column
• Minimize images
• Add call-to-action early
• Always include contact information
• Encourage social sharing
• Include subscription link

96. Don’t Neglect Mobile

97. 43%of all emails are
now being opened via a
mobile device.
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99. Questions?

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