Do you work for or own an independent insurance agency? Have you seen growth either decline or just remain flat? Do you or your producers spend more time trying to find new business then you do servicing it?

1. How to Market Your
Insurance Agency like
Geico or Progressive
Think. Do. Review.
The Internet. Made
Simple.
@mahoneyinternet @minetmarketing #thinkdoreview
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2. Feeling a little... lost?
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3. Or perhaps have just too much on your plate?
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4. What is the Opportunity?
• searches done locally last month:
‘auto insurance’ = 1,220,000, ‘auto insurance quotes’ = 201,000
‘home insurance’ = 450,000, ‘home insurance quotes’ =49,500
New drivers on Facebook:
25,440 people
• who live in the United States
• who live in Maine
• between the ages of 15 and 20 inclusive
• who like drivers ed, driving, driving fast, driving lessons, driving with windows down
music blasting, driving around aimlessly, driving with windows down, drivin n cryin,
my first car, your first car will be, cars, car talk, muscle cars, working on cars, sports
cars, pinks, classic cars, motorbikes, trucks or bikes
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5. The 3 Simple Steps
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6. • What are your goals? How will
Step 1 you measure the success of
those goals?(increased revenue,
lower cost per lead, higher
conversion rate)
• What are the consequences of
not reaching those goals?
(layoffs, out of business, cut in
pay)
• What is happening in your
industry?
• What resources do you have?
(time, money, people)
• Who is your best customer?
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7. What Some Examples:
are 1. Raise visibility and awareness in
the overall market by increasing
social media reach by X
the 2. Drive X more traffic to the website
3. Generate X # of leads for sales
4. Increase new sales by XXX%
goals? 5. Cross sell XXX% current XYZ
customers
6. Reduce overhead costs by
streamlining and automate sales
and marketing tasks to
maximize sales representatives
time.
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8. Goals and Consequences
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9. Industry
• What changes are happening in your industry?
• Is it more or less competitive?
• How is the competition attracting customers?
• Where do you stand?
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10. • Budget= $1500- 5000 per
Resources? month
• Software tools: $250-2000
• Ad spend: $500-1000
• Writing/Design/
Development Services=
$500-2000
• Time= 5-15 hours per week
• People= who has the knowledge,
experience, or ability to learn within the
organization? Who can you collaborate
with in sales to align the marketing
messaging and report results with?
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11. Your BEST customers
(It’s not everyone.)
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12. Step 2
• Wireframe
• Design
• Development
• Content Creation
• Social Media
• E-commerce
• Campaign Creation and
launch
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13. Tools & Tactics for Step 2
PPC Advertising
Video Plays, Advertising
Interactive Video
E-commerce
CMS, SEO, Social Media monitoring & response,
Lead Nurturing, Blogging, Marketing Analytics
Forums, Advertising, Networking, SEO
SEO, Networking,
Customer Service
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14. How will you use the tools?
• Online Advertising. Capture immediate low-hanging fruit with targeted
online PPC campaigns while building the SEO and social media
presence.Most independent agencies are not doing this in their local
markets. Progressive, State Farm,Geico are.
• SEO. Optimize the current site for target keyword phrases to appear to
Google search.
• Social Media. Not many independents are engaging effectively on
social media. Geico, Progressive, are. Social media will enable United
to find new customers, connect with current ones, and increase SEO.
(Search is now more based on social)
• Blogs. Few independents are educating consumers with expert
advice. Regular blog articles drives traffic with SEO and social media.
• Email marketing. Cross sell current customers and nurture new leads
with timely follow-up.
• Online Video. Convert more traffic with short video to raise awareness
and connect with audience.
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15. • Web Traffic Sources
Step 3 • Blog Analytics
• SEO Ranking
• Social Media Reach
• (Campaign) Click Through Rate
(CTR)
• Conversion Rate (CR)
• Cost per Lead (CPL)
• Lead to Customer Rate (LCR)
• Average Order Value (AOV)
• Customer Lifetime Value (CLV)
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16. Tools for Step 3
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17. Testing & Optimization
(What’s bad can be good, what’s good can be great...)
The goal of education is not just knowledge, but action.
It is only through experience that we go from knowledge to understanding.
• A/B testing
• Multivariate testing
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18. What now?
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19. You can start today.
Want to get a jump start now? Email me at
carole@minternetmarketing.com and getting
started now with a free consult and a free 30
day trial of Hubspot Software.
Send this webinar to your boss!
Free 30 Day Trial
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