Slides from ITC's Masters of Marketing webinar on Thursday, March 17, 2016... Why email marketing and SEO are better together.

1. It Takes Two
Why Email Marketing and SEO are Better Together
Dylan Brooks | Tim Glaze
SEO Coordinator | AgencyBuzz Coordinator

2. Some Housekeeping Items
• We will answer questions after the webinar (until 1 PM CDT)
• To submit questions:
• Enter them in chat window —OR—
• Tweet us using #MastersMktg
• We will be posting a recap of today’s webinar on our blog:
• www.getitc.com/blog/marketing

3. Some Housekeeping Items
• #AgentCon16 is a month away! Are you registered?
• April 21st & 22nd. Hilton DFW Lakes, Grapevine, TX. Be there!
• ITC Customers get $150 off registration costs.
• Early Bird prices end March 31st.
• Visit www.agentconference.org for more information.
• Next #MastersMktg webinar
• Thursday, May 19th. 12 PM CDT.
• This webinar will cover website design.

4. What We’ll Cover Today
• Benefits of:
• Email Marketing
• SEO
• How Combining Methods Can Improve:
• Target Leads
• Close Sales
• Retain Customers

5. One Big Takeaway
Focusing on
consumer experience
is the most effective way
to grow your agency.

6. SEO & Email Marketing Basics

7. What is SEO?
• The process of improving a website’s visibility on search
engines (such as Google, Bing and Yahoo).
• These tactics aim to improve a website’s:
• Relevance for search terms related to its business goals
• Authority as a trusted source for topics central to its business goals
• SEO can help your agency reach more consumers online.

8. Benefits of SEO
• The ability to:
• Reach people actively searching for the services you provide
• Grow brand recognition and authority around these services
• Springboard other customer acquisition sources

9. What Is Email Marketing
• An effective method for:
• Engaging an audience with brand-oriented emails
• Reaching out directly to specific clients or prospects to:
• Provide useful information at the moment they require it
• Help establish your brand as a trusted resource that meets their needs

10. Benefits of Email Marketing
• Personalized communication with your audience.
• A truly interactive medium.
• Easy for readers to take action
• Easy for agents to track effectiveness of campaigns
• An effective form of marketing.
• Emails generate 50 percent more sales than other lead-
generating mechanisms. (HubSpot, Entrepreneur)
• With the ability to check emails on smartphones and tablets,
customers are more likely to receive, read, and respond
immediately to a lead in 2016 than ever before.

11. Why Integrate
SEO & Email Marketing?

12. The Hard Truth
Insurance consumers
don’t always
come ready to buy.

13. Why Is This?
• Insurance can be confusing.
• Prices can vary.
• There are many options to assess.
• Risk levels must be underwritten.
• Agents must bind policies.

14. The Insurance Shopping Process
is:
A FUNNEL!

15. A Traditional Marketing Funnel
1. Awareness
2. Research & Familiarity
3. Consideration
4. Purchase

16. A Traditional Marketing Funnel
1. Awareness
2. Research & Familiarity
3. Consideration
4. Purchase
SEO
Email Marketing

17. Where SEO & Email Marketing Collide
• Research and Familiarity stage
• You’ve already enticed someone interested in your services to
visit your website.
• Now, you can personalize your marketing to help prove your
agency is the best resource for their needs.
• This can help drive more sales and revenue.

18. Let’s Look At This In Practice
1. Someone searches for “Dallas Condo Insurance.”
2. The searcher sees your agency’s listing in the results.
3. The searcher clicks on the listing.
4. The searcher fills out a contact form.
5. The searcher gets customized emails from your agency.
6. After consideration, the searcher decides to buy a policy.

19. Tips for Combining
SEO and Email Marketing

20. Set Up Campaigns Effectively
• Target action-oriented search terms.
• Set up multiple email tracks that match search topics.
• Ensure email content is relevant to searcher’s needs.
• Include a Call To Action in website and email content.
• Don’t forget newsletters to engage customers.

21. After the Purchase
• Send emails to:
• Get referrals
• Get reviews
• Cross-sell additional products
• Refine your SEO strategy
• Optimize for new search terms targeted in these emails.
• Keep an eye on reputation-based terms involving your agency.

22. Track, Track, Track
• How are consumers progressing through your funnel?
• Are consumers taking the next step?
• Are your emails being opened?
• Are consumers clicking on links in the emails?
• Is your agency seeing more phone calls?

23. Refine and Evolve
• Use the data to determine your target audience.
• Find out which search terms and emails performed best.
• Focus future campaigns on what works for your audience.

24. In Summary (Or TL;DW)
• Effective SEO can help bring consumers interested in your
services to your website.
• Personalized email marketing can help convince these
consumers to become your customers.
• By tracking data thoroughly, you can:
• Refine your marketing to serve target customers
• Improve your marketing ROI
• Grow your agency’s revenue

25. Questions?