Governor's Coffee House: Erie Insurance Agents

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Each month local Erie Insurance agents meet at the Governor's Coffee House to deliberate and share experiences of the previous month. VQC was invited to April's meeting to discuss how the Internet could benefit the agents in growing their business.

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  • Ask the audience about how they have used the internet for their business. What are the challenges you have encountered using the internet? What would you like to improve about your internet presence? Let’s look at the current state of the internet and how your potential customers are using the Internet in their lives. How have you utilized a web presence?
  • 300 million internet users in North America translates to a 74% penetration. This means that ¾ of people are using the Internet in America. The next question is HOW ARE THEY USING THE INTERNET?
  • Of all the people using the internet ¾ of them use the local search feature while searching. As search engines improve their algorithms search will become more and more localized returning results that are increasingly relevant to what it is you are looking for. They may be searching to buy or they may be seeking a merchant in their local area. Ask Audience how they have shopped online for discounts or better deals….
  • People aren’t just searching online… they are gathering information to make informed purchases. In today’s business environment the buyer really controls the market. How many times have you heard “I’ll find it cheaper online?”
  • What efforts have you undergone to improve the effectiveness of your website? Do you know how many leads you have brought in from your website? Maybe your site does not exist to gather leads… perhaps it is there for a different reason…
  • As people use the internet more and more they are turning to the Internet for answers and to locate, interact and research businesses. Awareness for my business. Your website can be thought of a piece of promotional material. A branded design and clear message are both accessible with a quality website that attracts traffic. Boost my business credibility. Having a professionally designed website shows the credibility of your business. Your website is basically you’re storefront for the internet. You wouldn’t have a broken window on the front of your store would you? http://captology.stanford.edu/pdf/p61-fogg.pdf Provide positive ROI. Everything combined; your site can become a generator of ROI for your business. Intrigues new/potential clients. A combination of the aforementioned items and appearing in search; your site can attract potential customers for service. Provides value & add credibility for my existing clients. Web applications transform your website into a tool for your customers and clients. Whether it be to check an events calendar and register for events or to download the latest research in your field. Including these functions also boost other aspects of your site.
  • Paid includes PPC & CPM Campaigns where you pay for traffic based on a bid per keyword price. Organic includes being ranked in search engine by proprietary algorithms which based upon different factors determine where your page ranks. http://www.comscore.com/Press_Events/Press_Releases/2009/8/Global_Search_Market_Draws_More_than_100_Billion_Searches_per_Month/(language)/eng-US
  • Organic results are provided by search engines based on the individual search engine’s ranking algorithm’s. Each search engine employs their own ranking algorithm to rate websites for search results. The top three search engines are Google, Yahoo and Bing. Market Share: -Google – 70% of searches -Yahoo – -Bing – Search engines compile a list of factors to ensure they provide relevant results to users’ searches. Mission Statements: Google: Bing: Yahoo:
  • Search optimization will aide in growing your sites traffic. Increasing traffic is step one in achieving your goals for you website. Without visitors you will not achieve what you set out to do. All of the above tips are useful not only for optimizing your site for user interaction but also for improving your ranking in search engines. SE Ranking Factors: http:// www.seomoz.org /article/search-ranking-factors -Claim your site on Local Listings -Attract Backlinks
  • Paid or Sponsored results appear around the outside the organic section within search engines. The price for ranking are determined based on an auction based system which takes into account the number of searches performed for a particular keyword. For example: a term with more searches will cost more to rank higher in. You place a bid and a daily budget and are ranked compared to others’ bids for the same keyword. Describe how ads are ranked: Auction Based Model Quality Score determines Cost Per Click AD Rank Landing Page Quality CTR Bid Amount Ad’s Past Performance
  • Source: Google Adwords
  • 2007-08 sales up 20% 08-09 sales up 30% Uses an online form and asks clients how they found sadek law. Avg sale is 1600 for ch. 7[avg 100-125 per year] and 3250 for ch 11 [avg 50-75 per year] Receives 20-30% of client base from online results. Profit from Online: (1600*115)*.2= 184000*.2 =36800 (3250*60)*.2= 195000*.2 =39000 Online Profit: 75,800
  • Okay so listen up because we are going to give some tips to improve your referral traffic for each avenue
  • There are a lot of things you can do to boost your page rank just through optimizing the internal pages of your website. A majority of these include working the behind-the-scenes structure of your website to make it easier and more efficient for search engines to read. Thusly, you’ll have to talk to your resident “nerd” be it your little cousin or brother-in-law… anyone with HTML Code experience can help you here. In the meantime you can focus on things on the front end of your page to aide your ranking in search and to improve the overall usability of your website: THE COPY Keywords – use 1-2 keywords exclusively on each page. Using these keywords properly in context will boost the relevancy of your page in the eyes of search engines. Make sure content is compelling and focused on the reader. Use page title, headings, and bulleted lists. Keeping copy broken up and easy to scan helps the reader in quickly reading your page. Insert internal links to direct readers to other areas of your website. Caution: DO NOT over-do this. Just provide relevant links that a reader may find useful or interesting. Don’t try to link someone reading an article about shoes to a page about flowers for his G/F. That will just anger people.
  • Okay so listen up because we are going to give some tips to improve your referral traffic for each avenue
  • To understand how to increase our sites effectiveness we need to first understand how exactly it is that websites operate. Traffic Arrives at your site, A decision is made: they become a conversion or they don’t. Conversion Rate measures how effective your site is at converting visitors into “outcomes”. Outcomes will vary for each site depending what exactly you seek for your site to do. Perhaps it is having someone click a button, fill out an inquiry form, visit a certain page. Dividing the number of outcomes you achieve by your traffic will provide you with your conversion rate. To make a site more effective you will seek to have more outcomes. i.e. more people filling out a form, more people calling you for appointments more people viewing your “About Us” page. Today we will focus on increasing the traffic to your site to increase the outcomes of your site.
  • Okay so listen up because we are going to give some tips to improve your referral traffic for each avenue
  • Use sadek law’s blog here
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  • Okay so listen up because we are going to give some tips to improve your referral traffic for each avenue
  • These metrics will paint a picture for your site and the traffic you receive. -Unique visitors are the number of new visitors you have to your site. This only counts the first time someone visits your site in the time period. Once they visit their next visit is counted in the Page views category. -Page views clues you into which pages users are visiting. This will fill you in on what visitors are most interested in. -Referring sites shows where visitors are finding your site and clicking to come to your site -Bounce rate is the % of single page visits or the percentage of visitors who left your site after landing on the first page. [ http://webanalysis.blogspot.com/2008/03/typical-bounce-rates-survey-results.html ]
  • Governor's Coffee House: Erie Insurance Agents

    1. 1. Governor’s Coffee House Using the Internet to Benefit Your Insurance Agency
    2. 2. VQC Designs <ul><li>Founded 2001 by Qui and Vinh Chau </li></ul><ul><li>Please, don’t confuse us with QVC, we don’t sell knives </li></ul>
    3. 3. Web Solutions <ul><li>Web Development </li></ul><ul><li>Web Design </li></ul><ul><li>Internet Marketing </li></ul><ul><ul><li>Consultation </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><li>Ecommerce </li></ul><ul><li>Application/Database Development </li></ul><ul><li>Web Hosting </li></ul>
    4. 4. Our Offices
    5. 5. Our Employees
    6. 6. Presentation Overview <ul><li>How are people using the Internet? </li></ul><ul><li>Improving your local presence </li></ul><ul><ul><li>Local search </li></ul></ul><ul><ul><li>Online directories </li></ul></ul><ul><ul><li>User-Review sites </li></ul></ul><ul><ul><li>Page optimization </li></ul></ul><ul><li>Improving your website </li></ul><ul><ul><li>Professional/Personal design </li></ul></ul><ul><ul><li>Added value </li></ul></ul><ul><li>Questions and answers </li></ul>
    7. 7. How Do You Use The Internet?
    8. 8. Users of the Internet: 300 million in North America. (World Internet Stats)
    9. 9. 77% of Internet users perform at least one search a day. (Piper Jaffray Industry Research)
    10. 10. 74% of Internet users perform locl searches; 43% are seeking a local merchant. (comScore & Kelley Research Group)
    11. 11. “ 89% of consumers making in-store purchases; research on-line first.” (BIG Research)
    12. 12. Are You Capitalizing on the Internet’s Potential? http:// aholydiscontent.wordpress.com/2008/12 /
    13. 13. What Can a Professional Website Do? <ul><li>Awareness </li></ul>Credibility Sales Action Value
    14. 14. Improving Search Traffic <ul><li>Global: + 100 billion searches per month </li></ul><ul><li>United States </li></ul><ul><ul><li>Google: 70.17% </li></ul></ul><ul><ul><li>Yahoo: 15.15% </li></ul></ul><ul><ul><li>Bing: 9.67% </li></ul></ul><ul><ul><li>Ask.com: 3.8% </li></ul></ul><ul><ul><li>AOLsearch.com: 1.10% </li></ul></ul>
    15. 15. Organic Results
    16. 16. Google’s Organic Ranking <ul><li>51% On-Page </li></ul><ul><ul><li>Domain Authority </li></ul></ul><ul><ul><li>Keyword Density </li></ul></ul><ul><ul><li>Click Through/Traffic </li></ul></ul><ul><ul><li>Registration/Hosting </li></ul></ul><ul><li>49% Back Links </li></ul>
    17. 17. Paid Results
    18. 18. Local Insurance Search Statistics <ul><li>Insurance Casualty </li></ul><ul><ul><li>201,000 searches </li></ul></ul><ul><li>Insurance Harrisburg </li></ul><ul><ul><li>49,500 searches </li></ul></ul><ul><li>Insurance Harrisburg PA </li></ul><ul><ul><li>22,200 searches </li></ul></ul><ul><li>Erie Insurance Harrisburg PA </li></ul><ul><ul><li>73 searches </li></ul></ul>
    19. 19. Case Study: Sadek Law Offices <ul><li>Philadelphia Bankruptcy Lawyer: #3 Google </li></ul><ul><li>Philadelphia Bankruptcy Law Firm: #2 Google </li></ul><ul><li>Philadelphia Bankruptcy Attorney: #2 Google </li></ul>
    20. 20. Case Study: Sadek Law Offices
    21. 21. Case Study: Sadek Law Offices <ul><li>Increased Sales: </li></ul><ul><ul><li>20% in 2008 </li></ul></ul><ul><ul><li>30% in 2009 </li></ul></ul><ul><li>Achieved ROI within 30 days </li></ul>
    22. 22. Ways to Grow Local Traffic <ul><li>Verifying business on search engine’s local search </li></ul><ul><li>Signing up for local directories </li></ul><ul><li>Creating account on user-review websites </li></ul>
    23. 23. Tip 1: Local Search <ul><li>Offered by major search engines </li></ul><ul><li>Appear at top of Organic Results </li></ul>
    24. 24. Tip 2: Local Directories <ul><li>Similar to traditional yellow page listings </li></ul><ul><li>Searches performed based on industry </li></ul>
    25. 25. Tip 3: User-Review Websites <ul><li>Based on user submitted reviews of business </li></ul><ul><li>You can claim your business’s profile </li></ul><ul><li>Reviews are displayed to inform consumer </li></ul>
    26. 26. Tip 3: User-Review Websites: Yelp!
    27. 27. Tip 4 – Page Optimization <ul><li>Talk to your resident nerd or web master </li></ul><ul><ul><li>Optimizing title and header tags </li></ul></ul><ul><ul><li>Building internal links on site </li></ul></ul><ul><li>Things non-tech people can handle </li></ul><ul><ul><li>Optimizing copy with keywords </li></ul></ul><ul><ul><li>Writing copy designed for the web </li></ul></ul>
    28. 28. Tip 4: Page Optimization
    29. 29. Tips for Growing Local Traffic <ul><li>Claim your business’s space </li></ul><ul><li>Keywords boost search ranking </li></ul><ul><li>Ask future and current clients to submit a review to these sites </li></ul><ul><li>Optimize web pages to improve search ranking </li></ul>
    30. 30. What Do I Do With Increased Traffic?
    31. 31. How Do I Increase My Effectiveness? <ul><li>Traffic = Visitors to your site </li></ul><ul><li>Outcome = Action taken on your site </li></ul><ul><li>Conversion Rate = Outcomes / Traffic </li></ul>CONVERSIONS
    32. 32. Improving Your Website For Visitors <ul><li>Providing valuable content </li></ul><ul><li>Using additional features </li></ul><ul><li>Adding personalization </li></ul>
    33. 33. Tip 5: Provide Quality Information <ul><li>Visitors seek information: </li></ul><ul><ul><li>To benefit themselves </li></ul></ul><ul><ul><li>To learn more </li></ul></ul><ul><ul><li>Make an educated decision </li></ul></ul><ul><li>Position Yourself: </li></ul><ul><ul><li>As the expert </li></ul></ul><ul><ul><li>As a resource </li></ul></ul><ul><ul><li>An educational resource </li></ul></ul>
    34. 34. Tip 5: Blog <ul><li>Conversational way to provide information </li></ul>
    35. 35. Tip 6: Provide Additional Features <ul><li>Added functions improve your site’s value for visitors </li></ul>
    36. 36. Tip 7: Personalize Your Website <ul><li>Your website is your online storefront </li></ul><ul><li>Conveys professionalism and personal touch </li></ul><ul><li>Improves the quality and reach of your brand </li></ul>
    37. 37. Tip 7: Personalize Your Website
    38. 38. Tip 7: Personalize Your Website
    39. 39. Tips For Improving Site Effectiveness <ul><li>Provide valuable information to meet visitors needs </li></ul><ul><li>Think of other ways users could utilize your website to aide their experience </li></ul><ul><li>Personalizing your website gives users something to relate to and recall later on </li></ul>
    40. 40. Final Tip: MEASURE FOR SUCCESS <ul><li>Understanding your traffic’s behavior on site is essential to run a successful web campaign </li></ul><ul><li>We recommend using Google Analytics </li></ul><ul><ul><li>Easy installation </li></ul></ul><ul><ul><li>Robust analytics </li></ul></ul><ul><ul><li>User-friendly layout </li></ul></ul>
    41. 41. Thank You <ul><li>Please give our tips a shot… </li></ul>If all else fails, contact one of our nerds.
    42. 42. Contact Our Nerd: <ul><li>Adam Quinn </li></ul>Twitter:@VQCdesigns Facebook: VQC Designs Marketing Coordinator VQC Designs [email_address]

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