Master of Your Domain: Creating Content to Compete - Don Hobdy Jr., ITC
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From ITC Agent Conference 2015... Having a pretty website is not enough today. In this session we will discover how you can create content on your website, improve your visibility, and why it is important in today's market.
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Master of Your Domain: Creating Content to Compete - Don Hobdy Jr., ITC
- 1. Master of Your Domain Don Hobdy Jr VP Sales
- 2. Master of Your Domain • Why • What • How
- 3. The Times Have Changed “Those businesses that don’t realize that we’ve experienced a shift in consumer behavior and that customers and customer data are now centered on search will lose market share to those that do.” Marketing in the Age of Google – Vanessa Fox
- 4. Have a Strategy • Be the expert • Talk to your audience • Set goals
- 5. Create Content • Know your keywords • Use Google tools • Know your competition’s keywords • Be yourself • Show your agency’s personality • Ask your staff • Ask your clients • Blog THIS IS ALL FREE!
- 6. Promote the Content Announcing what you have to offer and ensuring that it gets distributed to the people that you want to see it.
- 7. Promote the Content Facebook 1.3 billion users sharing 1 million links every 20 minutes – statisticbrain.com Twitter LinkedIn Every employee is a sales person Google+ YouTube And more…
- 8. Measure Your Success • Trial and error
- 9. Measure Your Success • Trial and error • Trial and testing
- 11. Thank You Don’t forget to fill out your surveys! Don Hobdy Jr. VP Sales
Notas do Editor
- As an insurance agent you are a sales person, you are a marketer. As marketers, the way we behave is based on the past and the success of mass media. What do I mean? Mass Media has helped us reach hoards of people with our message – all at one time. Here’s what we did :We found out what channels our clients were hanging out in. (TV shows they watched, radio stations they listened to, mags they read) then bought space to promote our brand in tha channel – basically we rented time. If we distracted enough people from the content they actually wanted, they the media buy had a positive return. Now if the could erase all of the past and have a marketing clean slate, we wouldn’t go out searching for who is attracting our clients, and then rent time from those people. We would find a way to attract clients to us. We would OWN our marketing channels and treat them as critical assets to the business, right. If we did rent space, we would do it sparingly. We would create a beacon of light for our prospects and clients. This is the first year I didn’t get a phone book?
- To be the Master of your Domain
- The Times have changed More so than that…people have changed. 15 years ago we had a dot com boom We had a dot com bust We had a major recession.
- Adwords allows you to discover how your audience searches the Internet, Google Analytics can provide a lot of information about the inbound searches that have landed searchers on your domain FAQs lower customer service cost (Get example from one of your clients) Newsletters increase retention Testimonials
- What is promoting the content. Announcing what you have to offer and ensuring that it gets distributed to the people that you want to see it. Where is this done?
- The facebook and linked in stat will fly in LinkedIn – Every employee is a sales person help your people set up their linkedIn profile. This is marketing for your business
- Not sure if I’m going to use this slide On April ___ Google made a change. When someone does a search on a mobile device Google will rank websites that are responsive or rendered mobile higher on the search engine