Mobilize the Moment

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How to integrate Internet Marketing & Social Media into Traditional Insurance Agency Marketing.
Originally presented at Insurance Expo 2011 on August 26, 2011

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  • Notice how each form of advertising media is thwarted and / or been replaced in the Digital Age. TV advertising gets “zapped” by TiVo recording Radio advertising gets replaced by iPod Newspapers are being replaced by Blogs Telemarketers have their hands pretty much tied by FTC’s Do Not Call Rules The cost of Direct Mail has gone through the roof with increased printing and postage costs. Do you know anyone who still uses the Yellow Page Book instead of “Google”? When was the last time you used the Yellow Page Book? What would be the best use for it in this day of “Being Green”?
  • Quick facts Single-click page creation Creating a new page for your Google Site just takes the click of a button. No HTML required Creating a Google Site is as easy as editing a document, which means there's no markup language for you to learn -- just get started. Make it your own Our customization options let you give your Google Site your own look and feel Get started with templates We offer a growing list of page types -- web page, announcements, file cabinet, dashboard and list -- to help you get started with your Google Sites pages. Upload files and attachments Use the file cabinet to upload files up to 10MB in size. Each Google Apps account receives at least 10GB of storage in Google Sites. Google Apps Premier and Education editions get an additional 500MB for each user account. Embed rich content Google Sites is integrated with other Google products, so you can insert videos, docs, spreadsheets, presentations, photo slide shows, and calendars directly onto your Google Sites pages. Work together and share Our permission settings let you designate owners, viewers and collaborators (meaning they can edit pages) for your site. And you can make your Google Sites available to just a few people, your entire organization, or the world.
  • Click http://www.PIzzaPA.com to go to the website What are your thoughts on “Niche” websites? Make a list of all of your products and services. Let Google do the search for you. What is it about these websites that made them pop up on the first page of listings? It would not be ethical to copy them but you sure can draw some great inspiration!
  • Go to http://www.TrevcoInsurance.com to run the Auto Insurance Quiz video from Trevco Insurance in Beaumont, TX Click the links at the top of the page to view actual websites What are your thoughts on what you see at the agency websites? Do you draw inspiration for your own agency website?
  • Step-by-Step instructions on how to use a Flip Video recorder http://www.ehow.com/how_5802443_use-flip-video-recorder.html
  • Go to this Georgia agent’s Facebook Fan Page and discuss your thoughts with another agent.
  • What's a blog? A blog is a personal diary. A daily pulpit. A collaborative space. A political soapbox. A breaking-news outlet. A collection of links. Your own private thoughts. Memos to the world. Your blog is whatever you want it to be. There are millions of them, in all shapes and sizes, and there are no real rules. In simple terms, a blog is a web site, where you write stuff on an ongoing basis. New stuff shows up at the top, so your visitors can read what's new. Then they comment on it or link to it or email you. Or not. Since Blogger was launched in 1999, blogs have reshaped the web, impacted politics, shaken up journalism, and enabled millions of people to have a voice and connect with others. And we're pretty sure the whole deal is just getting started. Click the links at the top of the page to view actual blogs Go to https://www.blogger.com/start and watch the 1:59 minute video on how to create a Free Agency Blog.
  • Marketing on a Zero Budget: e-mail Thank You In our offices we are being proactive and contacting our renewals ahead of time. A personal phone call is the best way to reach out and “touch” your client but if you don’t have the time or personnel to do that, why not consider sending an e-mail or postcard? You haven’t been harvesting e-mail addresses from your clients? Don’t worry … it’s only a fad. Seriously, today’s a good day to start collecting e-mail addresses. Send a “Thank You” e-mail later in the day to folks who purchased (or renewed) a policy in your office. In the brief e-mail remind the client of how much they saved and reinforce the fact that your agency is there for them if they have any other insurance needs. Be sure to suggest the client forward the e-mail to any friends whom they think might appreciate saving on their insurance. Check with your Agency Management System to see if an e-mail marketing module is available Automated programs are available online.
  • Want to digitally remind agency visitors of all of your agency's products and services for free? Create a My Pictures Slideshow that can run continuously on an unused computer monitor. Download free photos at www.FreeDigitalPhotos.com and insert text using free Picasa 3 software from Google. Save them on your computer in a folder called “Agency Slideshow” so you’ll know where to keep them. Place your cursor in a blank space on your desktop then right click. Click “Properties”. Click “Screensaver” tab at top of box. Drop down the menu to “My Pictures Slideshow”. Browse for your “Agency Slideshow” folder. Click it then “Preview”. Click “Apply” then “OK”
  • Why not print business cards for all employees? It’s free at websites such as www.VistaPrint.com. Volunteer to explain coverages to groups such as renter’s insurance to members of apartment associations. Be sure to take plenty of your business cards! Buy a color TV at Wal-Mart and host a drawing for everyone who wishes to enter the drawing, especially to whomever you give a quote, write a policy or renew a policy. Be sure to include a place for e-mail address on the entry form. Print t-shirts for less than $5.00 each and give them to everyone who buys a policy. It must not be a rebate since that is against the law. Go to a website that offers free coupons (such as www.ValuPak.com) and print out a bunch of couplons for visitors to your agency. Include the coupon website link in your e-mail thank yous. Create a website for your shopping center if one does not exist and link all of the businesses. Ask every company rep for free promotional materials and give-aways. If it can be customized with your agency contact info, all the better!
  • Video Testimonials for Good Service are great but that sword cuts both ways. Watch this video on poor customer service at http://www.youtube.com/watch?v=5YGc4zOqozo and share your thoughts with another agent.
  • Does your agency ever use each of these forms of advertising media? TV, Radio, Newspaper, Telephone Marketing, Direct Mail, Yellow Pages If yes, do you feel they are successful? Do you ever calculate the Return On Investment (ROI)? An easy way to do this is calculate the number of new quotes given on an annual basis and divide that number into the actual cost of each media. What is your ROI for TV advertising? ____ What is your ROI for Radio advertising? ____ What is your ROI for Print advertising? ____ What is your ROI for Telmarketing? ____ What is your ROI for Direct Mail advertising? ____ What is your ROI for Yellow Page advertising? ____
  • Click Yellow Page Book & go to Yellow Page website. http://www.realpageslive.com Search for Business (i.e., Auto Insurance) & Location (City / State) What are your thoughts on the ethical & possibly unethical or misleading statements on several ads as you flip through the book?
  • Q&A for Telemarketers and Sellers about the Do Not Call Provisions of the FTC’s Telemarketing Sales Rule C overage U nder the T S R 3. What calls are covered? The do not call provisions of the TSR cover any plan, program or campaign to sell goods or services through interstate phone calls. This includes calls by telemarketers who solicit consumers, often on behalf of third party sellers. It also includes sellers who are paid to provide, offer to provide, or arrange to provide goods or services to consumers. The National Do Not Call Registry covers intrastate telemarketing calls under the FCC’s rules. You can find information on the FCC’s regulations at www.fcc.gov/cgb/donotcall . 4. What types of calls are not covered by the National Do Not Call Registry? The do not call provisions do not cover calls from political organizations, charities, telephone surveyors, or companies with which a consumer has an existing business relationship. (page 1 of 9) Download the 9 page guide at http://www.ftc.gov/bcp/edu/pubs/business/alerts/alt129.pdf
  • Mobilize the Moment

    1. 1. Mobilize the Moment! The Mobile Movement: Understanding Smartphone Consumers http://youtu.be/CjUcq_E4I-s
    2. 2. How do your customers search?
    3. 3. Folks Buy When They Want to Buy … Mobilize the Moment!
    4. 4. <ul><li>Where are the New Customers? </li></ul><ul><li>Why is your phone not ringing? </li></ul><ul><li>The Internet is changing the way people communicate </li></ul><ul><li>Is your agency ready for the future? </li></ul>
    5. 5. Traditional Marketing in the Digital Age Then Now Then Now 800-555-1234 Annoying Salesperson
    6. 6. Consistent Client Contact http://youtu.be/BESwVPdmr8k
    7. 7. How Do Your Customers Know About Your Agency? Blog / Video /e-Mail SEO / Online Directories Social Media
    8. 8. LOCAL SEARCH: The Best Web Marketing Strategy in the World 5 Smart Ways to Promote Your Business Online <ul><li>97% of consumers use the Internet to shop locally </li></ul><ul><li>90% of online searches start with a search engine, </li></ul><ul><li>not a company website </li></ul><ul><li>90% of businesses have not claimed their local listings </li></ul><ul><li>Most customers search for local businesses online.  Can they find yours? </li></ul>
    9. 9. Google Search for “Car Insurance in Duluth, GA” Have you claimed / optimized your listings?
    10. 10. www.youtube.com/watch?v=TpZan96KHOM
    11. 11. “ Out- ” the Direct Writers & Local Competition Digital Age Marketing Ideas <ul><li>Important Local Business Listing Attributes </li></ul><ul><ul><ul><li>Your Business Name, Phone #, URL, e-mail </li></ul></ul></ul><ul><ul><ul><li>Categories, Services, Products, Business Hours </li></ul></ul></ul><ul><ul><ul><li>Links & Citations </li></ul></ul></ul><ul><ul><ul><li>Reviews & Ratings </li></ul></ul></ul><ul><ul><ul><li>Up to 10 Photos & Up to 5 Videos </li></ul></ul></ul><ul><ul><ul><li>Other Attributes (Offers & Coupons) </li></ul></ul></ul><ul><ul><ul><li>ABC’s of Internet … A lways B e C onsistent </li></ul></ul></ul>
    12. 12. I’ll make you an offer you can refuse!
    13. 13. Local Business Center Offers
    14. 14. Are You Invisible? <ul><li>Most customers search for local businesses online.  Can they find yours? </li></ul><ul><li>http://www.GetListed.org </li></ul><ul><li>http://www.AmIVisible.org </li></ul><ul><li>http://www.WebsiteGrader.com </li></ul>
    15. 15. Local Business Center Reviews
    16. 16. Zero Budget Digital Age Marketing Ideas How to Create a Free Agency Web Site http://www.youtube.com/watch?v=tkTGrOcFiz0
    17. 17. It is not ethical to copy other websites but they are great for inspiration <ul><li>SR22 Insurance – example 1 </li></ul><ul><li>SR22 Insurance – example 2 </li></ul><ul><li>Promote Neighboring Businesses </li></ul><ul><li>Contractor’s Insurance – example 1 </li></ul><ul><li>Contractor’s Insurance – example 2 </li></ul><ul><li>Contractor’s Insurance – example 3 </li></ul><ul><li>Workers Comp Professionals </li></ul><ul><li>Life or Health Insurance </li></ul><ul><li>Multi-Lines Insurance </li></ul><ul><li>House Painter </li></ul><ul><li>Auto Insurance </li></ul><ul><li>Georgia Auto Pawn </li></ul><ul><li>How to define your target market </li></ul><ul><li>Determine the goals of your website </li></ul><ul><li>Look at your current customer base </li></ul><ul><li>Check out your competition </li></ul><ul><li>Analyze your product / service </li></ul><ul><li>Choose specific demographics to target </li></ul><ul><li>Consider the psychographics of your target </li></ul><ul><li>Evaluate your decision </li></ul>
    18. 18. 10 Best Ideas for Getting Your Website Visited <ul><li>Search Engine Submission </li></ul><ul><li>Fix Yellow Page Ads </li></ul><ul><ul><li>Make sure website address is prominent </li></ul></ul><ul><ul><li>Feature “after hours” quoting </li></ul></ul><ul><ul><li>Offer give-away or incentive </li></ul></ul><ul><li>Make sure that all out-going mail has an ad for your website </li></ul><ul><li>1/3 page ad (stuffer) in every outgoing envelope </li></ul><ul><ul><li>Feature seasonal products </li></ul></ul><ul><ul><li>Feature discounts </li></ul></ul><ul><ul><li>Feature 24 / 7 service </li></ul></ul><ul><li>Build a network of traffic referrers </li></ul><ul><ul><li>Let mortgage brokers, real estate agents, car dealers, RV dealers, accountants, lawyers, etc. know you can solve their client’s insurance needs. </li></ul></ul><ul><li>Revamp street-visible signage </li></ul><ul><li>Business Card Mania </li></ul><ul><ul><li>Advertise a specific product / service </li></ul></ul><ul><ul><li>Advertise 24 / 7 requests </li></ul></ul><ul><ul><li>Advertise a discount </li></ul></ul><ul><li>Collect customer / prospect’s e-mail addresses </li></ul><ul><li>Develop a blog / “niche” website </li></ul><ul><ul><li>Make it keyword rich </li></ul></ul><ul><ul><li>Link to main website </li></ul></ul><ul><ul><li>http://nyautoandhomeinsurance.blogspot.com </li></ul></ul><ul><li>Use Your Telephone </li></ul><ul><ul><li>Opening Phone Announcement </li></ul></ul><ul><ul><li>“ On-hold” announcement </li></ul></ul><ul><ul><li>Closed hours answering message </li></ul></ul>
    19. 19. Competitor’s Websites <ul><li>See how good your competitor’s websites are </li></ul><ul><ul><ul><li>www.spyfu.com </li></ul></ul></ul><ul><ul><ul><li>www.KeywordSpy.com </li></ul></ul></ul><ul><li>Enter any domain name to see what keywords your competitors are using for search marketing. </li></ul><ul><ul><ul><li>www.Keywordtrak.com </li></ul></ul></ul><ul><li>Check out the demographics attracted to your website and your competitor’s websites </li></ul><ul><ul><ul><li>www.quantcast.com </li></ul></ul></ul><ul><li>Search available domains and suggested domains for your agency’s niche websites </li></ul><ul><ul><ul><li>www.nameboy.com </li></ul></ul></ul><ul><ul><ul><li>www.panabee.com </li></ul></ul></ul><ul><li>www.InstantDomainSearch.com Is www.We-Insure.net available? </li></ul>
    20. 20. Create a free website <ul><li>www.Wix.com </li></ul><ul><li>www.Google.com </li></ul><ul><li>www.squidoo.com </li></ul>
    21. 21. <ul><li>We will build a clean, modern website and put your agency on the internet! </li></ul><ul><li>We will host your website on our secure servers and even register a custom domain name of your choosing. </li></ul><ul><li>You can make changes to your website at any time by simply calling Customer Support. </li></ul><ul><li>You can start with our basic website and customize to your needs.  Simply call us at 1-800-229-2009 to get started! Let us take the hassle out of setting up your agency website.  There are no contracts or up-front fees.  Let us show you how great your agency can be on the web.   </li></ul><ul><li>http://www.accuauto.net/AccuAgency/demos.aspx </li></ul>
    22. 22. <ul><li>3 Easy Steps: </li></ul><ul><li>License Sales / F&I as IA </li></ul><ul><li>Set up AccuAuto Web-Rater </li></ul><ul><li>Monitor Production & Receipts </li></ul><ul><li>Other possible Virtual Agency Location </li></ul><ul><li>Check Cashers </li></ul><ul><li>Or set up 24 / 7 Consumer Rating System </li></ul>Virtual Agency at Dealership
    23. 23. Zero Budget Digital Age Marketing Ideas Create Free “Niche” Agency Web Sites <ul><li>http://www.pizzapa.com </li></ul>
    24. 24. What are those features that make an effective niche site? <ul><li>The web site must clearly offer to SELL insurance to the client.  There needs to be no confusion about what to do, where to call, or where to request an online quote. </li></ul><ul><li>The web site must offer pricing examples and testimonials that will entice the viewer to call because you offer what they are looking for. </li></ul><ul><li>The web site must be simple, and NOT cluttered.  It needs to be so easy, even a caveman can do it, as they say! </li></ul><ul><li>The phone number must be HUGE- so they will call you. </li></ul><ul><li>The link to an online quote must be HUGE- so they will use it. </li></ul><ul><li>The graphics must be sharp and very enticing, so that a prospect will know he's at the right place.  Forget about you and your office - get good examples on there. </li></ul>
    25. 25. Example of a Perfect Niche Website
    26. 26. Asegurar el Sueño Americano
    27. 27. Why Buy Leads? Generate Your Own! Set up 24 / 7 Consumer Rating System <ul><ul><li>http://www.accuauto.net/AccuAgency/demos.aspx </li></ul></ul><ul><ul><li>It is not ethical to copy other websites but they are great for inspiration </li></ul></ul><ul><ul><ul><li>http://www.SummitInsuranceStore.com </li></ul></ul></ul><ul><ul><ul><li>http://peachstateautoinsurance.com </li></ul></ul></ul><ul><ul><ul><li>http://www.Car-Insurance-GA.com </li></ul></ul></ul><ul><ul><ul><li>http://www.apogee-web-consulting.com/tools/keyword_tool.php </li></ul></ul></ul>
    28. 28. <ul><ul><li>78% of prospects convert with the company that contacted them first </li></ul></ul><ul><ul><li>Leads convert 22 times more often when you make contact in under 5 minutes </li></ul></ul><ul><ul><li>50% of leads are never called a 2nd time. </li></ul></ul><ul><ul><li>Leads generated on the weekend are 26% more likely to convert </li></ul></ul><ul><ul><li>Converting a lead is 57% lead quality and 43% sales process </li></ul></ul><ul><ul><li>Leads convert 50% more often if you use a lead management system over email </li></ul></ul><ul><ul><li>40% of leads close eventually, with consistent long term follow-up </li></ul></ul><ul><ul><li>90% of leads have no activity after 30 day </li></ul></ul><ul><ul><li>On average it takes between 5 and 6 attempts to contact a lead </li></ul></ul>
    29. 29. 6 Contacts = 93% Close
    30. 30. Zero Budget Digital Age Marketing Ideas How to create Free Facebook Business Pages PDF link will be given to all “Mobilize the Moment” seminar attendees
    31. 31. Zero Budget Digital Age Marketing Ideas How to create Free Marketing Videos PDF link will be given to all “Mobilize the Moment” seminar attendees
    32. 32. Record videos for Agency Website www.BeelerInsurance.com www.TrevcoInsurance.com
    33. 33. Ethical ways to “out- ” the Direct Writers & Local Competition <ul><li>Equipment needed to create a YouTube Video </li></ul><ul><li>Cheap is fine - Flip Video costs less than $100.00 </li></ul><ul><li>External microphone jack helps sound quality </li></ul><ul><li>HD is not required for web </li></ul><ul><li>Widescreen (16:9) is a good idea </li></ul><ul><li>Lighting helps a lot - Target, Wal-Mart or Craigslist </li></ul><ul><li>Cheaper microphones are ok </li></ul><ul><li>Tripod keeps camera steady </li></ul><ul><li>But remember … </li></ul><ul><li>if you can make a Customer Testimonial, so can unhappy clients! </li></ul>
    34. 34. Zero Budget Digital Age Marketing Ideas PDF link will be given to all “Mobilize the Moment” seminar attendees
    35. 35. Zero Budget Digital Age Marketing Ideas Get Social with Beeler Insurance <ul><li>Chris Beeler explains how he developed his own Internet Marketing & Social Media machine </li></ul><ul><li>Learn from all of his Mistakes & Successes </li></ul><ul><li>http://www.BeelerInsurance.com </li></ul>
    36. 36. Zero Budget Digital Age Marketing Ideas PDF link will be given to all “Mobilize the Moment” seminar attendees
    37. 37. Zero Budget Digital Age Marketing Ideas Create a Free Agency Blog http://fyi-express.blogspot.com http://agencybootcamp.blogspot.com http://www.youtube.com/watch?v=bU4gXHkejMo
    38. 38. Zero Budget Digital Age Marketing Ideas Send “Thank You” e-mail to every client / quote Prescheduled Automatic Contact Program <ul><li>What Brady Should Have done </li></ul><ul><li>Gather e-mail addresses from everyone </li></ul><ul><li>Sign Up for free e-Newsletters for inspiration / ideas </li></ul><ul><li>Costs nothing but your time </li></ul><ul><li>Create series of e-mails on specific insurance product </li></ul><ul><li>Establish follow-up e-mail program: www.MailChimp.com </li></ul><ul><li>Follow guidelines for CAN-SPAM Act </li></ul>
    39. 39. Free E-Mail Marketing Software <ul><li>Free Drip e-mail </li></ul><ul><li>www.MailChimp.com </li></ul><ul><li>Free Video e-mail </li></ul><ul><li>www.eyejot.com </li></ul><ul><li>www.animoto.com </li></ul>
    40. 40. Zero Budget Digital Age Marketing Ideas PDF link will be given to all “Mobilize the Moment” seminar attendees
    41. 41. Where to find interesting info to share Look for links online & in magazines that appeal to your target market & sign up for their e-newsletters <ul><li>www.AARP.org </li></ul><ul><li>www.cooking.com </li></ul><ul><li>www.Score.org </li></ul><ul><li>Shooger Coupons </li></ul><ul><li>Metro CPA </li></ul><ul><li>House Beautiful </li></ul><ul><li>Zillow </li></ul><ul><li>Family Handyman </li></ul><ul><li>American Home Shield </li></ul><ul><li>EarthLink </li></ul><ul><li>InsWeb </li></ul><ul><li>Grandparents.com </li></ul><ul><li>Make every employee a Marketer </li></ul>
    42. 42. Zero Budget Digital Age Marketing Ideas Create a “Did You Know We Sell …” Slideshow to run on unused monitors in your customer waiting area
    43. 43. Ethical ways to “out- ” the Direct Writers & Local Competition http://youtu.be/fGHnRmOnrW8 Get a Free QR Code Reader for SmartPhone at www.2DGO.org
    44. 44. Ethical ways to “out- ” ” the Direct Writers & Local Competition <ul><li>Create a QR code and print it on all agency printed media & “freebies” </li></ul><ul><li>Free “Niche” Business Cards for every employee: http://www.vistaprint.com </li></ul><ul><li>Direct After Hours / On-Hold Calls to Your Website </li></ul><ul><li>Make Website Address / QR code prominent on Yellow Page Ads </li></ul><ul><li>Make sure that ALL out-going mail has an ad for your website! </li></ul><ul><li>Get other businesses to advertise your website by networking </li></ul><ul><li>Make Website Address / QR code prominent on all signage </li></ul><ul><li>Advertise “24 / 7 Sales & Service” on all media </li></ul><ul><li>Harvest e-mail addresses from everyone </li></ul><ul><li>Create Agency Videos but remember … unhappy clients can create videos too! </li></ul>
    45. 45. Viral Revenge of Poor Customer Service in the Internet Age – United Breaks Guitars http://www.youtube.com/watch?v=5YGc4zOqozo
    46. 46. “ Out- ” the Direct Writers & Local Competition Digital Age Marketing Ideas <ul><li>Major Search Engines: </li></ul><ul><li>www.Bing.com </li></ul><ul><li>Learn more about portals, mobile apps & QR codes </li></ul><ul><li>www.Google.com </li></ul><ul><li>www.Yahoo.com </li></ul><ul><li>www.Calculateme.com </li></ul><ul><li>www.YP.com </li></ul>
    47. 47. Traditional Agency Marketing What is Your Cost for a Quote? www.FYIGeorgiaViews.com/SEO/Radio-TV.htm
    48. 48. http://www.realpageslive.com
    49. 49. Telemarketer Revenge http://www.youtube.com/watch?v=-7OgWcwgB50

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