The Insurance Industry
& The Social Web
How To Market To Maybe’s
Presented by Russ Henneberry
russ@terrakon.com
800-605-41...
russ@terrakon.com
800-605-4160
1) Businesses Are Talking To
Customers/Prospects
Three Conversations On The Social Web
russ@terrakon.com
800-605-4160
2) Customers/Prospects Are Talking To
Businesses
russ@terrakon.com
800-605-4160
3) Customers/Prospects Are Talking To
Customers/Prospects
russ@terrakon.com
800-605-4160
Marketing To The Maybe’s
Most people are a “maybe” on buying insurance.
They are not a “no”...
It’s About Sustaining
Conversations…
russ@terrakon.com
800-605-4160
Your marketing must sustain a
conversation with a “may...
russ@terrakon.com
800-605-4160
“You can have sustained
conversations with maybe’s by
providing value in your marketing.”
russ@terrakon.com
800-605-4160
If you create REAL value for the
“maybe’s”, they will raise their hands
and ask to continue...
russ@terrakon.com
800-605-4160
But if you stop providing value to the
“maybe’s”, they will “turn you off”
• They will unsu...
russ@terrakon.com
800-605-4160
If you provide value to the
maybe’s…
they will not only give you
PERMISSION to market to
th...
russ@terrakon.com
800-605-4160
It all starts with the “hub”
of your online marketing
strategy --- your
website/blog.
russ@terrakon.com
800-605-4160
Case Study:
Jones Insurance Group is targeting motorcycle insurance as the weather warms up...
russ@terrakon.com
800-605-4160
Tough Questions To Ask Yourself About Your Website
 Your website needs the following
characteristics to compete today.
 ...
russ@terrakon.com
800-605-4160
About Terrakon Marketing
 Terrakon Marketing is a St. Louis-based internet marketing firm ...
Free Internet Marketing Audit
 We are offering a complimentary, basic
Internet Marketing audit to anyone that
requests (L...
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How To Use Social Media In The Insurance Industry

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How To Use Social Media In The Insurance Industry

  1. 1. The Insurance Industry & The Social Web How To Market To Maybe’s Presented by Russ Henneberry russ@terrakon.com 800-605-4160
  2. 2. russ@terrakon.com 800-605-4160 1) Businesses Are Talking To Customers/Prospects Three Conversations On The Social Web
  3. 3. russ@terrakon.com 800-605-4160 2) Customers/Prospects Are Talking To Businesses
  4. 4. russ@terrakon.com 800-605-4160 3) Customers/Prospects Are Talking To Customers/Prospects
  5. 5. russ@terrakon.com 800-605-4160 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?”
  6. 6. It’s About Sustaining Conversations… russ@terrakon.com 800-605-4160 Your marketing must sustain a conversation with a “maybe” until they become a “yes.” You can continue conversations very cheaply using the Internet.
  7. 7. russ@terrakon.com 800-605-4160 “You can have sustained conversations with maybe’s by providing value in your marketing.”
  8. 8. russ@terrakon.com 800-605-4160 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 • Etc.
  9. 9. russ@terrakon.com 800-605-4160 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 • Etc.
  10. 10. russ@terrakon.com 800-605-4160 If you provide value to the maybe’s… they will not only give you PERMISSION to market to them, but they will also tell other people about you.
  11. 11. russ@terrakon.com 800-605-4160 It all starts with the “hub” of your online marketing strategy --- your website/blog.
  12. 12. russ@terrakon.com 800-605-4160 Case Study: 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 called: “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.
  13. 13. russ@terrakon.com 800-605-4160
  14. 14. 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 automatically? russ@terrakon.com 800-605-4160
  15. 15. russ@terrakon.com 800-605-4160 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 nationally.  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.
  16. 16. Free Internet Marketing Audit  We are offering a complimentary, basic Internet Marketing audit to anyone that requests (Limit: 20)  Email russ@terrakon.com with the word “Audit” in the subject line by Close Of Business today (June 8th , 2010.)  We will be evaluating your website platform and its ability to compete on the social web. russ@terrakon.com 800-605-4160

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