Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Search Engine Marketing: How Insurance Agents Can Take Advantage


Published on

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

Published in: Business, Economy & Finance
  • Be the first to comment

Search Engine Marketing: How Insurance Agents Can Take Advantage

  1. 1. Search Engine Marketing: How Insurance Agents Can Take Advantage Megan L. Mahan James Omdahl Insure Me .com
  2. 2. About Your Presenters: Megan L. Mahan <ul><li>Lead copywriter; Insure Me .com </li></ul><ul><li>Author of award-winning Agent Blog </li></ul><ul><li>Sometimes-contributor to the TAAR Report </li></ul><ul><li>Hearty adversary of direct mail, cold calling & green beans </li></ul>
  3. 3. About Your Presenters: James Omdahl <ul><li>Marketing Strategist for Insure Me .com </li></ul><ul><li>Author of award-winning Affiliate Blog </li></ul><ul><li>In-house search engine marketing (SEM) expert </li></ul><ul><li>Advocate of hand sanitizer </li></ul>
  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. 9. Part One: Why you need to care about the web
  7. 10. 210,080,067 Americans are online Source:
  8. 11. Megan’s Grandpa: Online since 2000
  9. 18. Web + Consumer = Happy together
  10. 20. Overworked
  11. 21. Overwhelmed
  12. 22. Information hungry
  13. 23. Professional multitaskers
  14. 24. Addicted to leisure
  15. 25. Like it our way
  16. 26. Consumers spend 48% of leisure time online Source: Center for Media Research
  17. 27. 15% spent on personal productivity 12% spent shopping 1 hour 40 minutes of internet use per day
  18. 28. 52% surf the web while watching television* Source: Yahoo Global Marketing Study *This figure jumps to 60% in the 18-34 demographic
  19. 29. 72% can’t remember URLs from TV ads
  20. 30. 75% of Yahoo survey respondents said they turned to the web because they couldn’t remember a URL from a TV ad
  21. 31. What’s it all mean?
  22. 33. Simple web search introduces 79% of consumers to new auto insurance brands Source: Yahoo Search Marketing Research & Engagement Study
  23. 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
  24. 35. Quoteable: “ Customers build an image of a brand as birds build nests: from the scraps and straws they chance upon . Jeremy Bullmore, JWT
  25. 36. Searchers are looking to be influenced
  26. 37. Web users are most open to discovery Source: Yahoo’s 2006 Long and Winding Road Summit
  27. 38. Web users consider more brands before buying
  28. 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
  29. 40. Consumers expect you to be online and they expect to find what they want
  30. 41. 72% of auto insurance shoppers use the web to find a policy Source: Jupiter Research
  31. 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
  32. 43. 29% annual growth in first-time online visitors Source: comScore; April 2007
  33. 44. 58% annual growth in polices purchased online Source: comScore; April 2007
  34. 45. 28 million used the web to receive quotes in 2006 Source: comScore; April 2007
  35. 46. More than 70 million people requested quotes via the web from 2004-2006 Source: comScore; April 2007
  36. 47. This web insurance shopping business brings up a big question:
  37. 48. Will online insurance shopping have me riding the bench?
  38. 49. Good news!
  39. 50. Most people still prefer to buy their policy from a local agent Source: comScore; April 2007
  40. 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
  41. 52. Of those who used the web to find auto insurance, 86% used the web to find related information Source: Forrester Research, 2005
  42. 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
  43. 54. Good news!
  44. 55. Web + Marketing = Happy together
  45. 56. 2007 online ad spend: $20 billion
  46. 57. Direct mail
  47. 58. … cold calling
  48. 59. … outdoor advertising
  49. 61. The web can help you build your brand and generate cheap sales leads
  50. 62. The web provides results you can measure
  51. 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.)
  52. 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
  53. 66. Search Engine Marketing Spread your message!