The Insurance Industry
& The Social Web
How To Market To Maybe’s
Presented by Russ Henneberry
1) Businesses Are Talking To
Three Conversations On The Social Web
2) Customers/Prospects Are Talking To
3) Customers/Prospects Are Talking To
Marketing To The Maybe’s
Most people are a “maybe” on buying insurance.
They are not a “no” and not a “yes.”
How does your marketing start and continue
conversations with “maybes?”
It’s About Sustaining
Your marketing must sustain a
conversation with a “maybe” until they
become a “yes.”
You can continue conversations very
cheaply using the Internet.
“You can have sustained
conversations with maybe’s by
providing value in your marketing.”
If you create REAL value for the
“maybe’s”, they will raise their hands
and ask to continue the conversation
--- they will give you PERMISSION to
market to them.
• They will subscribe to your email list
• They will “follow” you on Twitter
• They will “friend” you on Facebook
• They will subscribe to your blog
But if you stop providing value to the
“maybe’s”, they will “turn you off”
• They will unsubscribe to your email list
• They will “unfollow” you on Twitter
• They will “unfriend” you on Facebook
• They will unsubscribe to your blog
If you provide value to the
they will not only give you
PERMISSION to market to
them, but they will also tell
other people about you.
It all starts with the “hub”
of your online marketing
strategy --- your
Jones Insurance Group is targeting motorcycle insurance as the weather warms up in the
Midwest. They create a series of articles on their blog targeting motorcyclists including:
•“6 Things You Must Know Before Insuring Your Motorcycle”
•“Motorcycle Safety: Helmet Vs. No Helmet”
•“Does The Color Of Your Motorcycle Effect Your Insurance Premiums?”
•“Top 10 Midwest Roads You Must Ride Before You Die”
•“15 Things To Consider Before Purchasing Your Dream Motorcycle”
They also create a Free 10 page PDF report available for download from the website and blog
“The Ultimate Guide To Insuring and Protecting Your Motorcycle”
Jones Insurance Group broadcasts this content from their website/blog to very powerful websites
like Facebook, Twitter, and Linked In. They ask for an email address from the prospect when
they download the free report from the website.
Each time a prospect becomes a Twitter follower, a Facebook Friend, connects with them on
Linked In or subscribes via email they are giving Jones Insurance permission to market to them
while they are a “maybe” on buying Motorcycle insurance.
This creates a sales pipeline of Maybe’s, some of which become Yes’s.
Tough Questions To Ask Yourself About Your Website
Your website needs the following
characteristics to compete today.
Discoverability - Can Google see your website? How well does
your site cater to search engines like Google?
Flexibility - Can you add marketing content to your website
easily? Can you edit your website easily?
Interactivity – Can your website visitors easily comment on,
“like”, vote on the content of your website?
Shareability – Is it easy for your website visitors to share content
via the social web?
Automation – Can you push marketing out to those that want it
About Terrakon Marketing
Terrakon Marketing is a St. Louis-based internet marketing firm specializing in
custom online services in the areas of social media marketing, search engine
optimization, website development/optimization and pay per click advertising.
Terrakon offers internet marketing services to both small and medium-sized
businesses in a variety of industries, both B-to-C and B-to-B, locally and
Terrakon is a member of the Eastern Missouri/Southern Illinois Better Business
Bureau, Fenton Chamber of Commerce, and Kirkwood Area Chamber of
Commerce, as well as a Google Certified Company and a Yahoo Search
Marketing Ambassador. Terrakon is a United States (St. Louis, MO) based
company (LLC) and all company resources are physically located in the U.S.
Free Internet Marketing Audit
We are offering a complimentary, basic
Internet Marketing audit to anyone that
requests (Limit: 20)
Email email@example.com with the word
“Audit” in the subject line by Close Of
Business today (June 8th
We will be evaluating your website platform
and its ability to compete on the social web.