From ITC Agent Conference 2016... Are you new to digital marketing? Or have some experience but are looking to improve? This session will help you develop and implement a digital marketing strategy. We'll discuss branding - what it is and how its development makes your digital marketing easier and laser focused. We'll also cover blogging, social media, email and video marketing. There will be examples from Carrie's agency so you'll leave with tips and practical ideas you can use immediately.

1. Creating and Implementing a
Digital Marketing Strategy
Real Life Tips and Examples from an Agent Who's Done It
Carrie Reynolds, Owner/Agent
Alan Galvez Insurance- Bellefontaine, Ohio

2. Our objectives
 Blueprint for digital marketing plan
 Branding
 Website
 Blogging
 Social Media
 Email Marketing
 Video marketing

3. What is branding?
A brand’s job is to make you the first
choice when a customer needs your
product or service.
Another definition: Your brand helps
establish why people should do
business with you or pay attention to
you versus someone else in your
industry.

4. Branding Affects Everything
 It’s critical to get it right from the
beginning.
◦ Website design
◦ Marketing materials
◦ Interactions with customers
◦ How invoices look
Whatever your brand promises becomes
the expectation.

5. Creating a Brand
Two steps
 Clear message
 Differentiate from competition
Not a brand
 Good service
 In business since XXXX
 Independent Insurance Agency

6. Ask Your Customers &
Employees
 Why do people do business with you?
 What are my customer’s pain points?
 What do I do to take away this pain?
 What problems do we solve?
 How do we solve these problems in ways that
are different than our competitors?
 What is the one thing customers consistently say
that we do well for them?
 We discovered that the best brand for us was
Family & Community (family-based business and
loves to help other families; join our insurance
“family”; commitment to community service &
projects

8. Website
 Must be consistent with your brand
 Home base for all your marketing
efforts

11. Blogging
 Make your blog your FAQ
 How to start- Ask your staff to generate a list
of your most commonly asked questions and
answer them.
 Write your headline the way your audience
would type it into Google.
 Use everyday language, not jargon.
 Write in a conversational manner.
 Tell your readers what you want them to do
after reading.
 Don’t always blog about insurance-
community, culture and fun stuff too.

13. Social media
 Social media is NOT for selling
insurance, it’s for establishing
relationships.
It is FOR:
◦ Reinforcing brand
◦ Providing value
◦ Building trust & rapport
◦ Having fun
It’s also not just a marketing strategy, but a
communication channel, like phone,
email, fax

20. Email marketing
 Targeted
 Measurable
 Current email campaigns include New
Quote, New Customer, Birthday,
Unsold Quotes, Lost Business Win
Back, Center of Influence, Email
Newsletter
 Newsletter is available to anyone who
wants it- so both customers and non-
customers get it

21. Sample email newsletter
content- February 2016
 Community service projects we’re
participating in- Doors of
Encouragement, Not So Bad Art by
Good People
 Valuable articles (not blog posts)-
Protecting your Data, Risks homeowners
policies don’t cover
 Referral program video;New video series
 Blog post intro and link- How to Get a
Car Insurance Quote that’s Right the
First Time; Ohio Small Business
Insurance: What You Need to Know

22. Video marketing
 YouTube is now the second largest
search engine behind Google.
 Estimates of Internet traffic being
nearly 70% video in 2017.
 Our customers absorb information in
different ways. Visual is huge!

23. Why Choose Us

24. Referral Program

25. Adding Value

26. Bringing it Full Circle
 Starts with branding- well defined brand
will make all other marketing easier.
 Website- home base for branding and
marketing
 Blogging- establish authority & credibility;
provide value
 Social media- reinforce brand, add value,
build trust & relationships
 Email- brand reminders, focused
marketing, automation (works when
you’re asleep!)
 Video- branding; add value; have fun

27. How to Find/Contact Me
Facebook- Carrie Galvez Reynolds,
The Insurance Goddess, Alan Galvez
Insurance
Twitter- carrie_AGIns
LinkedIn- Carrie Reynolds
Instagram- insgoddess
Snapchat- galvezinsurance
Office Number (937) 592-4871
Email carrie@galvezinsurance.com