2014 Online Marketing Playbook For Insurance Agents

2014 Online Marketing Playbook For Insurance

Agents

Welcome!

A little about me:

• I live in Sioux Falls, SD• Over 10 years digital marketing & SEO experience• Founder of InsuranceLibrary.com

What’s in store today:

• Covering trends & tactics• Discuss how to easily put it all into motion• 3 minutes at the end for a shameless plug

2014 Online Marketing Playbook For Insurance Agents

Recap Of 2013

• SEO changed BIG-TIME!• Hummingbird• “Not Provided”• More social integration with search• Authorship• Mobile growth


2013

What’s New In 2014?

• SEO continues focus on authorship, microdata, G+

• Social signals matter more than ever• Mobile usage continues to rise• Local search continues to evolve• Facebook opportunities growing


2014

Content Strategy

• Topics, not keywords• Distribute content beyond your website• Leverage sites with authority• Target high traffic sites• Amplify content with local Facebook ads


Notice A Theme?


The web is evolving to serve these people.

Twitter

It’s not a direct response tool, but it can be used to amplify your other efforts.• Search engine signals• Indexing content• Ability to mention someone– Great way to establish a relationship

with someone for link building purposes.


Facebook

• Huge amongst 25+• Less as big with teens, early 20’s• Don’t be boring (newsflash - insurance is boring

in a newsfeed)• For organic, unpaid efforts – be a member of your

community and remain visible• PPC offers good unparalleled targeting


Facebook Ad Example


Congratulate newlywed couples in your city with a nice note along with an offer to take care of “merging” their policies.

• Laser targeted• Cheap clicks• Awesome Branding• No click, no charge

CHALLENGE:

$5 / day

Google Plus

• Profile pages are capable of building authority• Shared links pass Page Rank to the original

poster’s profile– Optimize content for shares– Entice followers to share – “share if you agree, etc.”

• Content posted on Google Plus ranks well on its own

• Indexes web content quickly• Activity is tied to an author


Google Plus Links


Mentions are “followed”

Google Plus Links


“Introduction Links” are followed(About > Story > Introduction)

Google Authorship

• You must be active• Author content on multiple websites• Contribute to sites that provide rel=author• Creating content is one thing, promoting the content on

Google+ is also crucial• Build your authorship now. In a few years, the publishers will

be knocking on your door for content• Leverage InsuranceLibrary.com to build authorship


Other Social Media Opportunities

• LinkedIn

– Take a look at the features in the new company pages

– I have noticed small business company pages on LinkedIn attain PR5

• YouTube

– A YouTube video will almost always outrank it’s “text counterpart” for consumer-facing messages


Local Search Ranking Factors

• Google local category choices• Physical location in targeted city• NAP consistency

– Check yours at www.getlisted.org

• Quality / authority of structured citations• Authority of website


http://www.getlisted.org/

Local Search Ranking Factors

In simple terms:

1. Complete your Google local page accurately and thoroughly.

2. Make sure you use the same phone number, address, and format of business name everywhere online

3. Claim and complete as many online local business profiles as possible


Analytics & Conversion Optimization• Essential if you are serious about generating

leads• Without it, you are flying blind• Understand what works and what doesn’t• See mobile traffic data• Begin optimizing your site for more conversions• A site that is well optimized can easily generate

3X the leads as an “un-optimized” site


“Good is the enemy of great” – Jim Collins

If you don’t have a website

• Make sure you have a Google+ page• Twitter, Facebook & LinkedIn are also important• InsuranceLibrary.com gives you a free agent

profile as well as content opportunities• Consider a free, hosted website on

wordpress.com or blogger.com


InsuranceLibrary.com

• Hummingbird loves us• Tap into major stream of traffic for

free• Agent profile• Inbound link• Local citation• Google authorship integration• Generate leads• It’s 100% Free


75,000Consumer

Visitors Every Month!

Pro Tips!


Use The Question Filters

• On the “Browse Questions” page• Filter for unanswered gems• Stake your authorship claim on all of

them• Filter by keyword (state, city, company,

niche terms, etc.)

Let Google Lead You

• Search google for site:insurancelibrary.com keyword• Example: site:insurancelibrary.com kansas auto insurance

• Add your answer to all relevant questions• By having your authorship on these pages – you are telling Google “hey,

I am relevant to Kansas auto insurance!”

15 Minutes A Day


Spend 15 minutes each day working on sending the signals the search engines like to see.

• Laser target 5 perfect questions to answer• Answer those questions• One-click sharing of answers• Automatic authorship when

applicable

Get Started With Insurance Library

Increase the exposure of your entire online portfolio.Use this link to get 150 bonus points:

www.insurancelibrary.com/webinarbonus


Q & A

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http://blog.insurancelibrary.com/
