Winning Google's Game - How to Grow Your Agency Using YouTube and Google+

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When it comes to growing your insurance agency online, increasing revenue is directly correlated to increased visibility in Google Search. It's not a secret that Google plays favorite's with it's own tools, specifically YouTube and Google+. In this presentation we'll dive deep into how your agency can harness these tools easily and cost effectively to show up higher in Google Search and capture more leads.

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Winning Google's Game - How to Grow Your Agency Using YouTube and Google+

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  6. Marketing to the Unconnected Generation • Ask for Referrals • Network at Chamber Events • Drop-ins • Harass Family Members • Sponsor Charity Events • Yellow Pages • Billboards • Radio • Newspaper • Cold call
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  12. Zero Moment of Truth 14
  13. The Connected Generation chooses you... ! ...on their own time ! ...based on their own research and ! ...their own value structure.
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  15. What Social Media Should I Use?
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  25. } Specific forms of content move prospects through the various stages of your marketing funnel
  26. There are many different forms of content marketing
  27. • Answered 100 Insurance Questions – By video – In two minutes of less – Posted on YouTube • Create a corresponding blog post – Embed YouTube video • Share on Twitter, Facebook, Google+, LinkedIN • Use email newsletter to accelerate sharing
  28. Total Traffic - TMG 35
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  30. 37 First Organic Result is a Directory
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  37. Good Video Content • Answer Questions • Interview Clients/Employees/COIs • Discuss Relevant News • Happy Birthday/Thank you • Spotlight Charity • Funny/Entertaining
  38. YouTube Video Structure 45 Courtesy of www.JamesWedmore.com
  39. Where Do Videos Go? • YouTube • Website/Blog Posts • Thank You Pages • Landing Pages • Email • Social Media (i.e LinkedIn, Google+. etc) 46
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  42. including a video in an introductory email increased the click-through rate by 96% 49
  43. including video in an introductory email reduced the number of subscriber opt-outs by 75% 50
  44. Quality? 51
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  46. 53 Create Branded Images
  47. 54 Great Call-to-Action Playlist Full of Additional Resources
  48. Google+ Rich SnippetsYouTube Rich Snippets
  49. Tools, Resources & Equipment • PicMonkey (Free) • Canva (Free) • iMovie/Screenflow/ Camtasia ($99) • Lavaliere Mic ($19) • Softbox Lighting (Amazon $149)/Can Lights (Home Depot $60) • Tripod ($49) • Animoto ($197)/Fiverr ($5)
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  52. 60 Larger Images Capture Attention
  53. 61 Draw Attention to Your Articles with Proper Formatting
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  59. Google Authorship Up to 47% increase in click-through rate
  60. Better Headlines • Who else wants [blank]? • The Secret of [blank]? • Here is a method that is helping [blank] to [blank] • Little known ways to [blank] • Get rid of [problem] once and for all
  61. Better Headlines • Here’s a quick way to [solve a problem] • Now you can [something desirable] and [great circumstance] • [do something] like [world-class example] • Build a [blank] you can be proud of • What everyone ought to know about [blank]
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  63. Questions?
  64. I am Ryan Hanley • President - Hanley Media Lab – Digital Marketing Agency helping you create content that converts. – www.RyanHanley.com ! • Director of Marketing, – The Murray Group Insurance Services, Inc ! • Producer of Content Warfare TV

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