Ryan Hanley   Why digital marketing is still a mystery to the insurance industry (and how to fix it)
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Ryan Hanley Why digital marketing is still a mystery to the insurance industry (and how to fix it)

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Ryan Hanley Why digital marketing is still a mystery to the insurance industry (and how to fix it) Document Transcript

  • 1. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 1 of 12 http://www.ryanhanley.com/insurance-industry-digital-marketing/ Tell Your Story. Be Useful. Grow. START HERE! Why Digital Marketing is Still a Mystery to the Insurance Industry (and how to fix it) by Ryan Hanley | Connect on Twitter here Like 18 Tweet 33 67 12/2/2013 7:16 PM
  • 2. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 2 of 12 W O R K W I T H ME http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K professionals. Why do I get frustrated? Well… for those of you that don’t know, in real life I’m the Director of Marketing for The Murray Group Insurance Services, Inc. A local, family-owned independent insurance and financial services firm located in Albany, NY. What I talk about here, on this blog, is battle tested strategies I’ve put into use marketing my insurance agency online. When I write about a content marketing strategy or social media network, it’s not some opinion I pulled out of thin air to gain traffic or sound smart. It’s because I’ve implemented the strategy or tactic inside a real, local small business with either success or failure. …and being that my small business is an insurance agency, I’m in the unique position to have a qualified opinion on the level of effort and understanding put forward by my industry in marketing insurance products online. Insurance Industry Digital Marketing So here we are, more than halfway through the year 2013, and the vast majority of independent insurance agents, carriers and industry professionals still don’t have a grip on the ridiculously profitable opportunity that exists in the digital world. The problem lies in where the pain is located. Right now the pain is located with the boots-on-the-ground agents, not the insurance carriers and not the agency owners (often referred to as agency principals). Agents are baring the brunt of the digital storm. The seeds of a decade of GEICO commercials commoditizing insurance products has taken root deep within the brains of American insurance consumers. Families (think home and auto insurance) are shopping their insurance more 12/2/2013 7:16 PM
  • 3. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 3 of 12 W O R K W I T H ME http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K …the battle has already begun. And we’re losing. But luckily there are agents willing to stand up and fight back, Brent Kelly, Jason Cass, Chris Paradiso, Joey Giangola, Claudia McClain, David Berry, Carrie Reynolds and Keith Laskey to name just a few. Put on that list all the insurance professionals who frequent the Inbound Insurance Marketing community on Google Plus. These agents are doing what most insurance industry professionals have neglected to do so far… …they view selling insurance online the way an Internet Marketer would. Because that’s we are! As an industry we’re so worried that by embracing digital marketing, using the tactics, strategies and tools of classic Internet Marketers, that somehow we’re giving away our value. WRONG! The Connected Generation consumer expects business to be done using the tools of 2013. Yet insurance carriers (and many agents) are still forcing their clients to use tools and methodologies from the 20th century. We must stop looking at each other for the answer to marketing insurance online and study industries who’ve already been successful. What makes the information product or course an Internet Marketer sells so much different from an insurance policy? 12/2/2013 7:16 PM
  • 4. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 4 of 12 Marketing W O R K W I T H ME http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K Sometimes I dream of what it would be like to work for a Travelers Insurance, Chubb or The Hartford. The things we could achieve with the budget and infrastructure of one of these behemoths… …we could change the course of an industry. I don’t work for a large insurance carrier, but if I did, here are three initiatives I’d put into place day one: #1 Focus on Education I would become a Wiki for every insurance product I sell. Not boring corporate insurance barf speak information… but real life, human beings talking about insurance products the way real people talk about things. I would pick apart every single concept no matter how big or small and explain its impacts on customers. I would do this in every content medium possible, video, text, podcasts and images. IMPACT: By educating insurance consumers on their terms and in their language we’d be helping them become more comfortable with the products they’re buying. Making us a resource and not a transaction. #2 Build Tools to Help Target Markets I would then begin building resources around the target markets we served. If say, restaurant insurance, were a focus of our business, I would create products, services and resources beyond insurance. We want our clients to be successful, let’s help them become successful. Why not build the most robust Restaurant Safety course available online and offer it free… to everyone, client or not? IMPACT: By providing resources in addition to insurance within target markets we become more than an insurance supplier. We become a trusted partner. #3 Tell Client Stories 12/2/2013 7:16 PM
  • 5. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 5 of 12 W O R K W I T H ME http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K create our own news telling positive stories of insurance and addressing the negative head on. IMPACT: By highlighting our clients and agents stories we’ll begin to change the belief that insurance carriers are the enemy and empower our clients to spread our message as they spread their own. The Rub How do I know these strategies would work? This is exactly what I do every day in my small, local insurance agency to outrank insurance carriers that make 100 times in a day the revenue we create in a year. You don’t need a huge budget to be successful. So here’s the rub, as an industry we’re primed for success. Insurance industry digital marketing success is NOT unattainable, nor do we have to wait long to achieve results. But we need leadership… …and belief, …and cooperation, …and action. But it all starts with leadership, at every level and in every organization. The snowball is gaining momentum. Thank you and Good luck, I am Ryan Hanley 12/2/2013 7:16 PM
  • 6. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 6 of 12 W O R K W I T H ME Drop Some Knowledge http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K Tell me why I’m wrong… Tell me why digital marketing doesn’t work… Tell me why my plan can’t be successful … image credit: http://society6.com/product/Stepping-into-mystery_Print Why Digital Marketing is Still a Mystery to the Insurance Industry (and how to fix it) by Ryan Hanley Like 18 Tweet 33 67 DROP SOME KNOWLEDGE: 12/2/2013 7:16 PM
  • 7. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 7 of 12 W O R K W I T H ME http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K 12/2/2013 7:16 PM
  • 8. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 8 of 12 W O R K W I T H ME http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K Add a comment Top comments Ryan Hanley via Google+ 5 months ago (edited) - Shared publicly Day Dreams of Insurance Marketing Success Sometimes I dream of what it would be like to work for a Travelers Insurance, Chubb or The Hartford. The things we could achieve with the budget and infrastructure of one of these Read more (13 lines) +9 10 · Reply View all 9 replies Christopher Paradiso 5 months ago +3 4 Ryan because your giving back to our great industry and you realize we are not competing against each other but rather we are competing against direct writers. Keep up the great work Katie Peet 5 months ago +1 2 I do work for a carrier, and I am taking this blog post to heart. Thanks Ryan! Brent Kelly 5 months ago - Shared publicly Ryan, thanks for the shout out. I am currently at a producer councils meeting with a super regional company. They want specific feedback from agents and I will be sharing my thoughts along with article. You are doing some super work. This is a spot on post. +3 4 · Reply Theron Mathis via Google+ 5 months ago - Shared publicly Excellent! +2 3 · Reply Carrie Reynolds 5 months ago - Shared publicly +Ryan Hanley- what a beautiful dream it is....But as we've discussed many times before, until the top leadership of the insurance companies start to make a fundamental shift in their understanding of today's consumers, you won't have the revolution you so desperately seek. At least from the company standpoint. Also corporate bureaucracy doesn't lend itself well to innovation- too many Read more (13 lines) +2 3 · Reply 12/2/2013 7:16 PM
  • 9. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 9 of 12 W O R K W I T H ME http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K YOU’LL LOVE THESE TOO: What 7 Days of Fatherhood Has Taught 12/2/2013 7:16 PM
  • 10. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 10 of 12 W O R K W I T H ME http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K Pay What You Want Pricing with Tom Morkes | #53 Content Warfare Podcast You HATE the Word Authenticity. You Must be Authentic. Repurposing Content to Build an Online Course and Grow Your Email List | #52 Content Warfare Podcast What You Ought to Know About Storytelling Before Writing Your Next Blog Post 3 Lists of 3 Resources for Kick-Ass Marketing Advice Clarity, Courage and Content Marketing with Farnoosh Brock | #51 Content Warfare Podcast Are Category Pages the Secret Weapon to Update Proof SEO? Audacity as a Habit and Being Unmistakable with Srinivas Rao | #50 Content Warfare Podcast 8 Immediate Fixes for Broken Email Marketing Ryan Hanley 51 videos | 476 subscribers CATEGORIES 12/2/2013 7:16 PM
  • 11. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 11 of 12 W O R K W I T H ME http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K Creativity (1) Email Marketing (8) Google Plus (16) Podcasting (3) Pressgram (18) SEO (13) Social Media (45) Storytelling (2) Success Online (61) Blog Updates Enter email here... SUBSCRIBE NOW! CATEGORIES 12/2/2013 7:16 PM
  • 12. Why Digital Marketing is Still a Mystery to the Insurance Industry (and... 12 of 12 W O R K W I T H ME http://www.ryanhanley.com/insurance-industry-digital-marketing/ L I S T E N T O POD C A S T H I R E T O S PE A K Content Warfare Podcast Creativity Email Marketing Google Plus Podcasting Pressgram SEO Social Media Storytelling Success Online ABOUT RYAN HANLEY Hello. My name is Blog Updates Ryan Hanley. Welcome to Content Warfare. Enter email here... This blog is dedicated to helping marketers SUBSCRIBE NOW! and small business owners win the battle … [Get the whole story] © 201 3 · Ryan Hanley · | Built on the Genesis Framework 12/2/2013 7:16 PM