The New Marketing for Insurance Agents & Brokers

© 2017, Agency Revolution, All Rights Reserved
The New Marketing
for Insurance
Agents & Brokers:
7 Secrets to Killer
Content Marketing
By Michael Jans

Free Marketing Guide
Download today at
go.agencyrevolution.com/connectbook
• The single most important decision your
agency or brokerage must make in
insurance marketing (before you waste a
ton of money and time on the wrong
choices)
• Precisely what today's consumer
demands from their insurance provider
(and why they're so willing to ﬁnd it from
other insurance channels)
• 5 major trends & forces that are forcing
agents & brokers to change strategy

I want
to grow
faster!
And my
marketing
doesn’t work!

Things have
changed!
I’m in control
of the
conversation now.
If you give
me VALUE…
And respect
my journey…
…I’ll be
happy to
reward you!

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.

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
• 13 Keys to success7

1• Why do Content Marketing?
Growth in Google searches for‘Content Marketing’
2004 - June, 2017

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

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

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

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

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

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

Price Convenience Peace 
of Mind
1 2 3
Three values compel insurance purchase:
Digital Direct Broker

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.

Advice
Consumer
Product
Information
The Double Ring Circle of Safety

Top 240‘large’agencies grew 26%
Agency Revolution podcast with Chuck Blondino
SAFECO
26%annual growth

Top 240‘small to medium’agencies
grew 86%
Agency Revolution podcast with Chuck Blondino
SAFECO
86%annual growth

Most common factor:
They communicated
more than others
(And the best of the best‘ﬂip’
their communications)

© 2016 Agency Revolution, All Rights Reserved
“How much
can I get?”
Beginning
Marketer
The Wrong
Approach Today

“How much
can I give?”
Advanced
Marketer
The Right
Approach Today

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

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

“I can’t outspend my competition,
but I can out-educate them.”
Said to Michael Jans, April, 2010
David Heinemeier Hansson
Partner, Basecamp Software

John Deere
Content Marketing since 1895

Media
✓ ebooks
✓ blog
✓ video
✓ white papers
✓ cheat sheets
✓ podcasts
✓ audio
✓ infographics
✓ training
✓ speaking
✓ ‘free reports’
✓ webinars
✓ case studies
✓ emails
✓ repurposing
✓ etc.

http://www.jeﬀbullas.com/the-5-key-pillars-you-need-for-epic-content-marketing-success/

3• The psychology of Content Marketing

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

People follow the lead of credible
knowledgeable experts.
SCORE:
Dr. Robert Cialdini

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:
Dr. Robert Cialdini

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:
Dr. Robert Cialdini

Especially when they are uncertain,
people will look to the actions and
behaviors of others to determine
their own. (Social Proof.)
SCORE:
Dr. Robert Cialdini

People want more of those things
they can have less of.
SCORE: Neutral
Dr. Robert Cialdini

• 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

Attract Convert Optimize Retain
Prospects Buyers Clients PromotersLeads
Funnel Nurturing

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

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

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

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.

“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

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%

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%

Sample content: Agency Revolution

7
critical digital
marketing trends
for insurance
agents & brokers
for 2017
By Michael Jans
Insurance Marketing White Paper

• How to create content (shortcuts)5
1
the market
2
the message
funnel
stage
the media
3
the 3m model

creating personas
xtensio.com

my favorite shortcuts
for getting‘content for content’
chrome extension: Toby
set up daily reading:

for getting‘content for content’
Feedly
set up your‘feed’:

for saving and organizing content
Pocket (app with Chrome extension)
save articles (and organize
them):

for saving and organizing content
Evernote (with Chrome extension)
save articles, notes, images,
links (and organize them):

for highlighting and organizing content
GistNote Chrome Extension
highlight any online content
and organize a‘library’:

for blog (and other media) ideas
www.buzzsumo.com
content performance analyzer (searches
internet for high performing content for
any subject)

BlogAbout: www.impactbnd.com/blog-title-generator/blogabout
blog and headline suggester

www.portent.com/tools/title-maker
content idea generator

http://www.contentrow.com/tools/link-bait-title-generator
headline, idea (link bait) generator

for headlines & titles
https://sumome.com/kickass-headline-generator/

for headlines & titles
https://headlines.sharethrough.com/

for organizing and outlining original content
Workﬂowy
online outlining tool

for writing simply
Hemingway
writing app with‘help’for readability

to test readability
www.webpagefx.com/tools/read-able/check.php
copy & paste readability grader

for keyword and topic suggestions
http://lsigraph.com/

for high quality photos
https://unsplash.com/
free usage, high res

for quality & easy image creation
www.canva.com

to test subject line words
http://subject-line-checker.adestra.com/
for open and click through rates

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

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

"...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

use a content editorial calendar
http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/

email your list
(and segment for best results!)
sample: homeowners

sample: account is in
Central Oregon

“Our president,
Joe Broker, just
published a report
on‘How to Protect
Your Property
from Hurricanes.’
Would you like a
copy?”
train your team

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)

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

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’

social communities
✓ Discover the‘watering
holes’for your niches
✓ Share high value content

know thy traﬃc
✓ Keywords
✓ Referral sources
✓ Social sources
✓ Email campaigns
✓ Paid
✓ Direct traﬃc (SEO)

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

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

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

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

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

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

Do One Thing!
✓ don’t be overwhelmed
✓ create ONE‘cornerstone’piece
✓ use it in social, email, phone
calls…and re-purpose it13

The New Marketing for Insurance Agents & Brokers

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