#Social insurance

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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.

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#Social insurance

  1. 1. #SocialInsurance Who? | What? | When? | Where? | Why? | How?
  2. 2. Eric Most Co-Owner, Most Insurance Danny Rohrdanz Founder, Yellow Leaf Marketing
  3. 3. “What does digital   and social media   marketing success   look like for your   brand and agency?”
  4. 4. Let’s start with the basics...
  5. 5. “Social media is an ingredient -­ not the -­ entrée.” -Jay Baer, ConvinceAndConvert.com @JayBaer
  6. 6. “The purpose of my website is __________ and social media will assist me in   accomplishing this.”  
  7. 7. Who? Who is your target audience? ! • Current Customers (aka your CMOs) • Prospective Customers • Referral Sources • Company Relationships
  8. 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. 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. 10. What? What needs to happen? ! • Effective Home Base (Website) Strategy • Social Media Strategy • Email Marketing Plan • SEO Action Plan (local search, especially)
  11. 11. 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
  12. 12. When? (cont.) Facebook’s News Feed Algorithm: EdgeRank
  13. 13. When? (cont.) When are your fans online?
  14. 14. 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
  15. 15. Where? (cont.)
  16. 16. 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.
  17. 17. 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
  18. 18. 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!
  19. 19. Thanks! Danny Rohrdanz   YellowLeafMarketing.com @DannyRohrdanz Questions? Eric Most   MostIns.com @EricMost

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