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Search Engine Marketing: How Insurance Agents Can Take Advantage
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Search Engine Marketing: How Insurance Agents Can Take Advantage

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2007 HIGH TECC presentation for James Omdahl & Megan Mahan of InsureMe.

2007 HIGH TECC presentation for James Omdahl & Megan Mahan of InsureMe.

Published in Business , Economy & Finance
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  • 1. Search Engine Marketing: How Insurance Agents Can Take Advantage Megan L. Mahan James Omdahl Insure Me .com
  • 2. About Your Presenters: Megan L. Mahan
    • Lead copywriter; Insure Me .com
    • Author of award-winning Agent Blog
    • Sometimes-contributor to the TAAR Report
    • Hearty adversary of direct mail, cold calling & green beans
  • 3. About Your Presenters: James Omdahl
    • Marketing Strategist for Insure Me .com
    • Author of award-winning Affiliate Blog
    • In-house search engine marketing (SEM) expert
    • Advocate of hand sanitizer
  • 4.  
  • 5. About InsureMe: Online lead generator Serving 5,000 agents nationwide 1,000,000 web site hits per day #2 best place to work in America Located in Denver, Colo.
  • 6.  
  • 7. TRY 5 FREE LEADS! PAY BY LEAD! CANCEL ANYTIME! PERSONAL ACCOUNT REP!
  • 8.  
  • 9. Part One: Why you need to care about the web
  • 10. 210,080,067 Americans are online Source: InternetWorldStats.com
  • 11. Megan’s Grandpa: Online since 2000
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18. Web + Consumer = Happy together
  • 19.  
  • 20. Overworked
  • 21. Overwhelmed
  • 22. Information hungry
  • 23. Professional multitaskers
  • 24. Addicted to leisure
  • 25. Like it our way
  • 26. Consumers spend 48% of leisure time online Source: Center for Media Research
  • 27. 15% spent on personal productivity 12% spent shopping 1 hour 40 minutes of internet use per day
  • 28. 52% surf the web while watching television* Source: Yahoo Global Marketing Study *This figure jumps to 60% in the 18-34 demographic
  • 29. 72% can’t remember URLs from TV ads
  • 30. 75% of Yahoo survey respondents said they turned to the web because they couldn’t remember a URL from a TV ad
  • 31. What’s it all mean?
  • 32.  
  • 33. Simple web search introduces 79% of consumers to new auto insurance brands Source: Yahoo Search Marketing Research & Engagement Study
  • 34. 56% of people looked at a site they didn’t intend to because it was one of the first few links in the search results
  • 35. Quoteable: “ Customers build an image of a brand as birds build nests: from the scraps and straws they chance upon . Jeremy Bullmore, JWT
  • 36. Searchers are looking to be influenced
  • 37. Web users are most open to discovery Source: Yahoo’s 2006 Long and Winding Road Summit
  • 38. Web users consider more brands before buying
  • 39. Average number of brands considered before purchase 2.50 (regular web user) 1.80 (casual web user) 1.50 (non-web user) Source: Long & Winding Road
  • 40. Consumers expect you to be online and they expect to find what they want
  • 41. 72% of auto insurance shoppers use the web to find a policy Source: Jupiter Research
  • 42. 31 million people visited an auto insurance web site in Q4 2006 That’s double the 15 million who visited the same sites in Q1 2004 Source: comScore; April 2007
  • 43. 29% annual growth in first-time online visitors Source: comScore; April 2007
  • 44. 58% annual growth in polices purchased online Source: comScore; April 2007
  • 45. 28 million used the web to receive quotes in 2006 Source: comScore; April 2007
  • 46. More than 70 million people requested quotes via the web from 2004-2006 Source: comScore; April 2007
  • 47. This web insurance shopping business brings up a big question:
  • 48. Will online insurance shopping have me riding the bench?
  • 49. Good news!
  • 50. Most people still prefer to buy their policy from a local agent Source: comScore; April 2007
  • 51. Of those who bought from a local agent, half used the web to request preliminary quotes and research their purchase Source: comScore; April 2007
  • 52. Of those who used the web to find auto insurance, 86% used the web to find related information Source: Forrester Research, 2005
  • 53. The rub: “ For marketers who have ignored or underplayed cyberspace, it’s probably a good time to panic a little. Rob Norman, CEO Group M Interactive
  • 54. Good news!
  • 55. Web + Marketing = Happy together
  • 56. 2007 online ad spend: $20 billion
  • 57. Direct mail
  • 58. … cold calling
  • 59. … outdoor advertising
  • 60.  
  • 61. The web can help you build your brand and generate cheap sales leads
  • 62. The web provides results you can measure
  • 63. Permission Marketing: Marketing centered around obtaining consent from a sales prospect to market to them; building an in-depth relationship with each prospect. Interruption Marketing: Marketing activities that disrupt consumer activities (SPAM, pop-ups, telemarketing, etc.)
  • 64. Quoteable: “ Selling to people who actually want to hear from you is more effective than interrupting strangers who don't. Seth Godin, Marketer and Author
  • 65.  
  • 66. Search Engine Marketing Spread your message!