New Marketing for Insurance Agents & Brokers

4. © 2017, Agency Revolution, All Rights Reserved Okay, the internet put you in control of the conversation… …it also made me a‘publisher.’ Now, I’m going to publish what interests (and persuades) you.

5. © 2017, Agency Revolution, All Rights Reserved 1• Why do Content Marketing? 2 • The psychology of Content Marketing • What is Content Marketing? 3 • The Marketing Funnel (and beyond)4 • How to create content (19 shortcuts)5 • How to promote content6 • 12 Keys to success7

7. © 2017, Agency Revolution, All Rights Reserved Year-over-year growth in unique site traﬃc is 7.8x higher for content marketing leaders compared to followers http://www.aberdeen.com/research/11127/11127-RR-content-marketing-science.aspx/content.aspx.aspx Aberdeen 7.8X higher growth

8. © 2017, Agency Revolution, All Rights Reserved Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. https://www.demandmetric.com/content/content-marketing-infographic DemandMetric 62% less cost

9. © 2017, Agency Revolution, All Rights Reserved Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%) http://www.aberdeen.com/research/11127/11127-RR-content-marketing-science.aspx/content.aspx.aspx Aberdeen 6Xhigher conversion

10. © 2017, Agency Revolution, All Rights Reserved It’s eﬃcient: Almost 60% of marketers reuse content two to ﬁve times. http://ozcontent.com/blog/how-to-repurpose-content-like-a-pro-and-make-your-good-ideas-last-twice-as-long/ Oz Content 60%re-use content

11. © 2017, Agency Revolution, All Rights Reserved When you analyze the impact of different content distribution channels side by side, it becomes clear that email offers the largest overall reach: For every $1 spent, email gives back a whopping $38 in ROI, and offers the broadest reach http://ozcontent.com/blog/how-to-repurpose-content-like-a-pro-and-make-your-good-ideas-last-twice-as-long/ Oz Content 38:1ROI

12. © 2017, Agency Revolution, All Rights Reserved Up to 81% of marketers plan to increase their use of original content http://www.socialmediaexaminer.com/report/ Social Media Examiner 81%plan to do more

15. © 2017, Agency Revolution, All Rights Reserved http://www.bain.com/publications/articles/customer-loyalty-and-the-digical-transformation-in-p-and-c-and-life-insurance.aspx Tips are the most likely to deliver delight other than the product itself.

22. © 2017, Agency Revolution, All Rights Reserved Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly deﬁned audience — and, ultimately, to drive proﬁtable customer action. http://contentmarketinginstitute.com/what-is-content-marketing/ Joe Pullizi Founder Content Marketing Institute • What is Content Marketing?2

23. © 2017, Agency Revolution, All Rights Reserved Content Marketing is a strategy where brands create interest, relevance, and relationships with customers by producing, curating, and sharing content that addresses speciﬁc customer needs and delivers visible value. http://www.ﬂip.to/blog/stories-matter-what-hotels-can-learn-from-content-marketers-at-large

26. © 2017, Agency Revolution, All Rights Reserved Media ✓ ebooks ✓ blog ✓ video ✓ white papers ✓ cheat sheets ✓ podcasts ✓ audio ✓ infographics ✓ training ✓ speaking ✓ ‘free reports’ ✓ webinars ✓ case studies ✓ emails ✓ repurposing ✓ etc.

29. © 2017, Agency Revolution, All Rights Reserved People are obliged to give back to others the form of behavior, gift, or service that they have received ﬁrst. SCORE: https://www.inﬂuenceatwork.com/principles-of-persuasion/ Dr. Robert Cialdini

31. © 2017, Agency Revolution, All Rights Reserved People like to be consistent with the things they have previously said or done. Consistency is activated by looking for and asking for small initial commitments. SCORE: https://www.inﬂuenceatwork.com/principles-of-persuasion/ Dr. Robert Cialdini

32. © 2017, Agency Revolution, All Rights Reserved People prefer to say yes to those that they like. Three important factors. We like people who are similar to us, we like people who pay us compliments and we like people who cooperate with us towards mutual goals. SCORE: https://www.inﬂuenceatwork.com/principles-of-persuasion/ Dr. Robert Cialdini

33. © 2017, Agency Revolution, All Rights Reserved Especially when they are uncertain, people will look to the actions and behaviors of others to determine their own. (Social Proof.) SCORE: https://www.inﬂuenceatwork.com/principles-of-persuasion/ Dr. Robert Cialdini

35. © 2017, Agency Revolution, All Rights Reserved • The Marketing Funnel (and beyond)4 Content Marketing does what you want it to do +Delight At Every Stage in the Process Attract Convert Optimize Retain Prospects Buyers Clients PromotersLeads C O RA

37. © 2017, Agency Revolution, All Rights Reserved Content: ✓ common problems of frequent interest ✓ focus on them not you Awareness: TOFU Purpose: ✓ lead gen ✓ trade oﬀ: content for email or contact ✓ initial proof of value Common media: ✓ blog ✓ social media ✓ keywords, SEO ✓‘snackables’- cheat sheets, how to’s, short video ✓ follow with lead warming

38. © 2017, Agency Revolution, All Rights Reserved Content: ✓ deeper dive into solution, features Consideration: MOFU Purpose: ✓ qualify/ disqualify ✓ consider your solution ✓ deepen trust Common media: ✓ white papers ✓ landing pages, forms ✓ webinars ✓ long(er) form ✓ follow up email

39. © 2017, Agency Revolution, All Rights Reserved Content: ✓ answer questions ✓ clarify your USP ✓ overcome objections Decision/Conversion: BOFUPurpose: ✓ create a customer Common media: ✓ buyer’s guide ✓ competitive analysis ✓ phone, CSR, producer ✓ FAQ’s

40. © 2017, Agency Revolution, All Rights Reserved Content: ✓ Ongoing value ✓ Sense of‘you’ ✓ Shared interests (community, etc.) Nurturing Post Sale Content Purpose: ✓ create a loyal customer ✓ Lifetime Customer Value Common media: ✓ email ✓ newsletters ✓ safety tips ✓ disaster preparedness ✓ disaster alerts Automatic processes (Trigger Point): welcome kit, annual review, newsletter, claim (open/closed), etc. Also: referrals, testimonials, Google reviews, cross-sales, etc.

41. © 2017, Agency Revolution, All Rights Reserved “No service above and beyond shopping.” 60% Sam Friedman: Deloitte,“Small business insurance in transition: Agents diﬃcult to displace, but direct sellers challenge status quo”  https://www2.deloitte.com/global/en/pages/ﬁnancial-services/articles/gx-small-business-insurance-in-transition.htmlSam Friedman Deloitte Insurance Research Leader

42. © 2017, Agency Revolution, All Rights Reserved Small business respondents 'very' or 'somewhat' likely to buy online Sam Friedman: Deloitte,“Small business insurance in transition: Agents diﬃcult to displace, but direct sellers challenge status quo”  https://www2.deloitte.com/global/en/pages/ﬁnancial-services/articles/gx-small-business-insurance-in-transition.htmlSam Friedman Deloitte Insurance Research Leader 100%

43. © 2017, Agency Revolution, All Rights Reserved Report that they have had  ZERO interactions in 18 months http://www.ey.com/Publication/vwLUAssets/ey-2014-global-customer-insurance-survey/%24FILE/ey-global-customer-insurance-survey.pdf EY Global Customer Survey 44%

44. © 2017, Agency Revolution, All Rights Reserved Sample content: Agency Revolution 7 critical digital marketing trends for insurance agents & brokers for 2017 By Michael Jans Insurance Marketing White Paper

65. © 2017, Agency Revolution, All Rights Reserved what is‘content curation? “…the act of discovering, compiling, and sharing existing content with your online followers.” quote: https://blog.hootsuite.com/beginners-guide-to-content-curation/ image: https://image.slidesharecdn.com/curatainsideviewamawebinar-130820170511-phpapp02/95/5-steps-to-optimize-your-lead-nurturing-process-the-right-content-to-the-right-audience-21-638.jpg?cb=1377089113

66. © 2017, Agency Revolution, All Rights Reserved Find: ✓ organize your most useful sources with Feedly ✓ be an active student of your marketplace & industry Curate: ✓ deliver content that will add value or interest to your readers ✓ make it about them, not you ✓ add insight ✓ consider themes, weekly roundups & other options for delivery Share: ✓ across all social platforms ✓ for very important items: email; or links in your monthly bulletin ✓ always give credit & thanks to the source

67. © 2017, Agency Revolution, All Rights Reserved "...create content 20% of the time. Spend the other 80% of the time promoting what you created." Derek Halpern Social Triggers • How to promote content6

72. © 2017, Agency Revolution, All Rights Reserved inﬂuencer marketing ✓ discover who has a list or reach you want ✓ ask for a quote “I’m writing an article on arborist safety. What do you think is the single most important safety practice for them?” ✓ tell them you used it ✓ email them ✓ direct tweet them ✓ reference in LinkedIn (with @name)

73. © 2017, Agency Revolution, All Rights Reserved inﬂuencer marketing ✓ Write guest blog posts ✓ with a link to your content ✓ Write guest articles ✓‘For a free copy of my‘7 Steps to Complete Arborist Safety,’visit www.etc.com

74. © 2017, Agency Revolution, All Rights Reserved social media ✓ Social sharing icons on your blog, site, etc. ✓ Create‘snippets’from your content and share ✓ Re-share old content ✓ Create mini-videos & other media just for social (with link to content) ✓ Use‘Click to Tweet’

77. © 2017, Agency Revolution, All Rights Reserved Know your customer. ✓ what are their problems ✓ what are their hopes ✓ what are their fears 1 Plan your plan. ✓ use a content calendar ✓ think 12 months ✓ follow through 2 The New Marketing: Keys to Success

78. © 2017, Agency Revolution, All Rights Reserved Deliver value ✓‘Double Ring Circle of Safety’ ✓ be relevant ✓ it’s about them, not you 3 Involve your team ✓ for ideas ✓ for questions from clients ✓ to share on phone & social 4 The New Marketing: Keys to Success

79. © 2017, Agency Revolution, All Rights Reserved Re-Purpose for eﬃciency ✓ same themes ✓ multiple media ✓ revive old‘winners’ 5 Work the funnel ✓TOFU for lead gen ✓ MOFU for education ✓ BOFU for conversion 6 The New Marketing: Keys to Success

80. © 2017, Agency Revolution, All Rights Reserved 80/20 marketing formula ✓ reach out to inﬂuencers ✓ every social - eﬃciently ✓ give value to your list 7 Test and experiment ✓ multiple media ✓ progress, not perfection ✓ get used to the camera 8 The New Marketing: Keys to Success

81. © 2017, Agency Revolution, All Rights Reserved Know your numbers ✓ master Google analytics ✓ all sources ✓ critical keywords 9 Create epic content ✓ use the shortcut technologies ✓ focused on the customer ✓ great copy - from headline to CTA 10 The New Marketing: Keys to Success

82. © 2017, Agency Revolution, All Rights Reserved Delegate! ✓ break it into discrete chunks ✓ you can outsource (writing, etc.) ✓ focus on what you’re best at 11 Invest resources wisely ✓ best list for ROI: your customers ✓ best media for ROI: email ✓ guide entire journey with content12 The New Marketing: Keys to Success

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