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Insurance marketing like geico or progressive no notes


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Do you work for or own an independent insurance agency? Have you seen growth either decline or just remain flat? Do you or your producers spend more time trying to find new business then you do servicing it?

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Insurance marketing like geico or progressive no notes

  1. 1. How to Market Your Insurance Agency like Geico or Progressive Think. Do. Review. The Internet. Made  Simple.@mahoneyinternet @minetmarketing #thinkdoreview 1
  2. 2. Feeling a little... lost? 2
  3. 3. Or perhaps have just too much on your plate? 3
  4. 4. What is the Opportunity? • searches done locally last month:‘auto insurance’ = 1,220,000, ‘auto insurance quotes’ = 201,000‘home insurance’ = 450,000, ‘home insurance quotes’ =49,500New drivers on Facebook:25,440 people • who live in the United States • who live in Maine • between the ages of 15 and 20 inclusive • who like drivers ed, driving, driving fast, driving lessons, driving with windows down music blasting, driving around aimlessly, driving with windows down, drivin n cryin, my first car, your first car will be, cars, car talk, muscle cars, working on cars, sports cars, pinks, classic cars, motorbikes, trucks or bikes 4
  5. 5. The 3 Simple Steps 5
  6. 6. • What are your goals? How willStep 1 you measure the success of those goals?(increased revenue, lower cost per lead, higher conversion rate) • What are the consequences of not reaching those goals? (layoffs, out of business, cut in pay) • What is happening in your industry? • What resources do you have? (time, money, people) • Who is your best customer? 6
  7. 7. What Some Examples: are 1. Raise visibility and awareness in the overall market by increasing social media reach by X the 2. Drive X more traffic to the website 3. Generate X # of leads for sales 4. Increase new sales by XXX%goals? 5. Cross sell XXX% current XYZ customers 6. Reduce overhead costs by streamlining and automate sales and marketing tasks to maximize sales representatives time. 7
  8. 8. Goals and Consequences 8
  9. 9. Industry• What changes are happening in your industry?• Is it more or less competitive?• How is the competition attracting customers?• Where do you stand? 9
  10. 10. • Budget= $1500- 5000 perResources? month • Software tools: $250-2000 • Ad spend: $500-1000 • Writing/Design/ Development Services= $500-2000 • Time= 5-15 hours per week • People= who has the knowledge, experience, or ability to learn within the organization? Who can you collaborate with in sales to align the marketing messaging and report results with? 10
  11. 11. Your BEST customers (It’s not everyone.) 11
  12. 12. Step 2 • Wireframe • Design • Development • Content Creation • Social Media • E-commerce • Campaign Creation and launch 12
  13. 13. Tools & Tactics for Step 2 PPC Advertising Video Plays, Advertising Interactive Video E-commerce CMS, SEO, Social Media monitoring & response, Lead Nurturing, Blogging, Marketing Analytics Forums, Advertising, Networking, SEO SEO, Networking, Customer Service 13
  14. 14. How will you use the tools?• Online Advertising. Capture immediate low-hanging fruit with targeted online PPC campaigns while building the SEO and social media presence.Most independent agencies are not doing this in their local markets. Progressive, State Farm,Geico are.• SEO. Optimize the current site for target keyword phrases to appear to Google search.• Social Media. Not many independents are engaging effectively on social media. Geico, Progressive, are. Social media will enable United to find new customers, connect with current ones, and increase SEO. (Search is now more based on social)• Blogs. Few independents are educating consumers with expert advice. Regular blog articles drives traffic with SEO and social media.• Email marketing. Cross sell current customers and nurture new leads with timely follow-up.• Online Video. Convert more traffic with short video to raise awareness and connect with audience. 14
  15. 15. • Web Traffic SourcesStep 3 • Blog Analytics • SEO Ranking • Social Media Reach • (Campaign) Click Through Rate (CTR) • Conversion Rate (CR) • Cost per Lead (CPL) • Lead to Customer Rate (LCR) • Average Order Value (AOV) • Customer Lifetime Value (CLV) 15
  16. 16. Tools for Step 3 16
  17. 17. Testing & Optimization (What’s bad can be good, what’s good can be great...) The goal of education is not just knowledge, but action. It is only through experience that we go from knowledge to understanding. • A/B testing • Multivariate testing 17
  18. 18. What now? 18
  19. 19. You can start today. Want to get a jump start now? Email me and gettingstarted now with a free consult and a free 30 day trial of Hubspot Software. Send this webinar to your boss! Free 30 Day Trial 19