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AAMGA Slides

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This file includes the slides used in Patrick Schwerdtfeger's 90-minute session at the 2011 AAMGA conference in Dallas, TX.

This file includes the slides used in Patrick Schwerdtfeger's 90-minute session at the 2011 AAMGA conference in Dallas, TX.

Published in: Business, Technology, Design

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Transcript

  • 1. webify your business
  • 2. schwerdtfeger [ shwert – feger ] …
  • 3. slideshare.net/g8patrick …
  • 4. … building great websites
  • 5. … helping insurance brokers
  • 6. problems + PAIN = profit …
  • 7. broker realities … … need social media , but confused by it 3 extremely competitive environment 2 very soft market conditions 1
  • 8. their competition … …
  • 9. build relationships by … … providing public online recognition 3 providing social media education 2 providing effective sales tools 1
  • 10. … today’s online economy …
  • 11. … 2006 – 2.7 Billion / month 2009 – 31 Billion / month
  • 12. … over 500 million users 2 nd largest search engine
  • 13. … recommendations peer reviews ads Nielsen Survey, 2009
  • 14. conversations are markets … 28
  • 15. … 33
  • 16. open source platforms … … 13 (free)
  • 17. 65,000+ downloads 21 …
  • 18. Younger Older
  • 19. Younger Older The internet is LESS personal. The internet is MORE personal.
  • 20. Younger Older I need to meet someone face-to-face to really get to know them. If I only meet someone face-to-face, I don’t know anything about them yet.
  • 21. Younger Older ONLINE transactions are not secure. OFFLINE transactions are not secure.
  • 22. Younger Older If an online transaction goes wrong, I have absolutely no recourse. If an online transaction goes wrong, I can personally destroy their reputation. …
  • 23. who owns your brand?
  • 24.
  • 25. write 1 blog post, and … 39 … record as a podcast & discuss on video 4 blog carnivals & free e-book directories 3 publish on 000’s of article directories 2 push to Facebook , LinkedIn & Twitter 1
  • 26. examples … Jeff Rose blog post approval: 3 days
  • 27. examples … practical financial advice
  • 28. examples … 1.5 million subscribers
  • 29. website / blog basics … … build your website like a sales funnel 3 have a clear objective for website visitors 2 your website is in your sales department 1
  • 30. sales funnel …
  • 31. categorize content … … 38 advanced content = revenue 3 intermediate content = list 2 beginner content = trust 1
  • 32. beginner content … … 39
  • 33. intermediate content … email autoresponder … 40
  • 34. report title ideas … … 5 simple steps [to achieve something] 3 5 unfair secrets [to improve results] 2 5 deadly mistakes [of a particular task] 1
  • 35. advanced content … … 41
  • 36. navigation bar – only 3 or 4 options unique value proposition (image or video) call-to-action (free give-away) lead capture tested wire frames … headline – what do you do?
  • 37. 3 critical questions … … 14 what do I do? include a call-to-action 3 where do I look? a few clear choices 2 why am I here? tell them what you do 1
  • 38. search engine ranking … … 22 lots of inbound links pointing to content 3 the content is keyword optimized 2 lots of fresh, unique & relevant content 1
  • 39. online keyword research 11
  • 40. enter primary keyword phrase
  • 41. most popular keywords insurance quotes agent auto broker travel affordable …
  • 42. precision optimized pages Rates, Quotes and Reviews for Affordable Auto Insurance Rates, Quotes and Reviews for Affordable Travel Insurance Rates, Quotes and Reviews for Affordable Property Insurance Rates, Quotes and Reviews for Affordable Life Insurance … 46
  • 43. location-based targeting …
  • 44. top search engine ranking
  • 45. SEO tips & tricks … accumulate inbound links for each page 3 ensure URL includes targeted keywords 2 build one page for each keyword phrase 1
  • 46. optimized broker pages … Jane Smith Insurance Broker Agent Quotes in Orange County Bruce Johnson Insurance Broker Agent Quotes in San Francisco Marcia Westfield Insurance Broker Agent Quotes in Indianapolis Robert Mitroff Insurance Broker Agent Quotes in Philadelphia …
  • 47. … Gold Silver Bronze optimized webpage dedicated webpage online listing photo, bio & video photo & bio photo only link to website link to website video production online branding for brokers …
  • 48. reward business with … … free qualified leads obtained online 4 branded video production support 3 branded and optimized webpages 2 branded educational PDF reports 1
  • 49. Questions? …
  • 50. … static web web 2.0 social media
  • 51. the conversation …
  • 52. 2009 twitter study … Pear Analytics, 2009 only 8.7% have “ pass-along value ” 4 8.5% are self-promotion and/or spam 3 38% are conversational between users 2 40% of tweets are “ pointless babble ” 1
  • 53.
  • 54. … listening …
  • 55.
  • 56. I need new insurance …
  • 57.
  • 58. places to put them … … in response to online conversations 3 Yahoo , Google and Meetup groups 2 groups on Facebook or LinkedIn 1
  • 59. 68% of orders 85% of new customers NakedPizza …
  • 60. participate in the conversation … 31
  • 61. the community …
  • 62. facilities … … pages – businesses and public figures 3 groups – people with similar interests 2 profiles – people with friends and family 1
  • 63. accessibility … … pages – 0 hurdles (indexed by Google) 3 groups – 1 hurdle (profile but not friends) 2 profiles – 2 hurdles (profile & friends) 1
  • 64. Jane Smith ? keywords in page title … … Jane Smith Insurance Broker Boston MA
  • 65. … tag people in photos …
  • 66. Joanne Smith Karla Jones fun events … …
  • 67. Patrick Schwerdtfeger my own example … … Patrick Schwerdtfeger
  • 68. … Tim Ferriss
  • 69. … Jennifer Slater
  • 70. … Jennifer Slater Thomas Slater
  • 71. … award trips … ABC Insurance – Broker Partners 2010 Golf Trip, Scottsdale, AZ
  • 72. engage your community … 29
  • 73. the contacts …
  • 74. emails from LinkedIn join groups
  • 75. build your network FAST …
  • 76. Buddy Media + 300%
  • 77. communicate with precision … 30
  • 78. the channel …
  • 79. $4M to $60M+ …
  • 80.  
  • 81. … low VIRAL high low TRUST high text audio photos video text photos audio video different types of content
  • 82. necessary equipment
  • 83. videos for brokers?
  • 84.
  • 85. + 500%
  • 86. leverage rich media … 54
  • 87. what’s changing? source content 32 “ Yes we can!”
  • 88. what is your content? 38
  • 89.  
  • 90. the future is already here … it just isn’t evenly distributed yet. William Gibson, November, 1999
  • 91. Web ify Your Business Internet Marketing Secrets for the Self-Employed Author & Speaker $ 20.00