This document outlines an upcoming webinar series from Confluency Solutions on digital marketing. The webinars will cover topics like matching digital marketing tactics to objectives, measuring customer satisfaction, developing a value proposition, and communicating with customers via different channels. The second webinar focuses on using digital marketing to increase customer value by understanding customer segments, measuring loyalty, and referring others. It stresses the importance of an editorial schedule and communication plan for reaching targets across various channels like email, social media, and more.

1. Digital Marketing
Webinar Series from Confluency Solutions

2. Planning Your Digital Marketing
Webinar 1: Matching Tactics to Objectives, Opportunities, Time, and Budget
October 2 @ 2:00 p.m., EDT
Webinar 2: Digital Marketing for Maximum Customer Value
October 21 @ 2:00 p.m., EDT
Webinar 3: Green Growth and Digital Marketing: The Truth About SEO
Date TBD
Webinar 4: How to Make Digital Marketing Part of Everyone’s Job Description
Date TBD

3. Digital Marketing for Customer Value

4. Top Down
We want to grow our revenue by 5% next year.

5. Bottom Up
What will we have to actually produce to make
that happen?

6. GAP Analysis
5% growth means…
15% more sales production than prior year

7. What you end with...
Isn’t really your
baseline...

8. Where are the opportunities?
Customer development

9. Green Growth

10. Webinar 2 of 4:
Digital Marketing for Customer Value
● Who are your customers?
● Account longevity, share of wallet and profit
● Measuring satisfaction
● The loyalty ladder, or the 3 R’s
● Top of mind: your agency vs. GEICO
● Your value proposition
● Channels for customer communication
● Communication content and channels
● Tactical options

11. Who are your customers?
● Personal Lines
● Commercial Lines
● Auto
● Home
These are not
customers...

12. Personal target segmentation
● Families
o young children
o teens
● Matures
o downsizing
o travel

13. Commercial target segmentation
Small business
Manufacturers
Contractors
Medical professionals

14. Why segment?
Be a specialist - an expert
Better understand problems, needs, and
solutions - one size does not fit all...

15. The more granular target customer definitions are...
The more clear your value proposition.
The more targeted your message.
The more effective your communications.
Generalists have a greater challenge.

16. Your value proposition
What makes you demonstrably different and
better than the alternative?
Apologies to Ray Snyder for the word theft.

17. Positive Correlation
Share of wallet
Account longevity (retention*)
Customer referrals
Soft referrals (reviews on third party sites)
Profitability...

19. The killer question
Would you refer our agency to others?
Corollary: People tend to associate with others like
themselves. If you are having success targeting segments,
referrals will get you more of the same.

20. GEICO
Q: How do you compete with a $1,000,000,000 budget?
A: You don’t. But you can capture more mind share with
your clients for a number that probably has only three or
four digits to the left of the decimal.
But you must communicate.

21. How do you score?
Q: The difference between D’s and A’s??
A: Contact with clients

22. Score distribution - over 3,000 surveys
no communication most communication
F D C B A

23. What to communicate?
Who you are - what you stand for - your brand.
charitable
contributions
support our
troops

24. What else? What you do.
● Service
o account reviews (annual or otherwise)
o make an offer
● Education
o safety
o risk management
o intelligent insurance savings (anti-GEICO)

25. How can you communicate with clients?

26. Correct use of a channel

27. The medium is the message (sort of).
165 Facebook fans - 7.2% visit
website over 30 days.
1,236 Facebook fans - 0.16%
visit website 75 days.

28. Why?
Insurance Insurance
Insurance Insurance
Insurance Insurance
Insurance Insurance
Insurance Insurance
Insurance Insurance
Insurance Insurance
Insurance Insurance
Insurance Insurance
vs.
165 Facebook fans - 7.2% visit
website over 30 days.
1,236 Facebook fans - 0.16%
visit website 75 days.

29. Communication Mediums
Social
Email
Snail Mail
Organization/Networking
Phone
What about YP, traditional print ads, etc.?

30. ROI Risk
Risk Factors:
● Cost
● Time-to-results
● Measurement difficulty

31. Social and customer engagement
Facebook - fairly universal
LinkedIn - B2B
Twitter - limited
Instagram/Vine - fine, if it fits your style
Google Plus - nerds, and mother Google
Pintrest - one-to-one familiarity

32. Email
Still high ROI
Applies to prospects as well as customers
Allows you to leverage content
41% of email read on mobile device
Muse: have smart phones given email
marketing an extended life?

33. Time and Money are Finite Resources
so you can’t do everything...

34. Choose Your Spots
● Who is your target (audience)?
● What do they want to hear?
● What will you tell them?
● How will you reach them?
● What will it cost?
● Is it working?

35. Is it working?
Social
● likes
● shares
● comments
● referrals to website

36. Is it working?
Email
● list health
o growth
o bounce
o opt outs
● opens
● clicks

37. After Choosing...
● Who is your target (audience)?
● What do they want to hear?
● What will you tell them?
● How will you reach them?
● What will it cost?
● Is it working?
What else do you need?

38. Plan
Who are we communicating with?
About what?
What channels will we use? e.g., email, social
How often will we communicate?
What is our editorial schedule?
How will define and measure success?

39. You need an editorial schedule*
*for each communication channel

40. Webinars 3, 4...
Webinar 3: Green Growth and Digital Marketing: The Truth About SEO
Date TBD
Webinar 4: How to Make Digital Marketing Part of Everyone’s Job Description
Date TBD

41. Questions? Assistance?
Ken Kremers
ken@cfluent.com
877.351.2600 ext. 1
Kevin McDonald
kmcdonald@cfluent.com
877.351.2600 ext. 5