New Marketing for Insurance Agents & Brokers

© 2017, Agency Revolution, All Rights Reserved

The New Marketing for Insurance Agents & Brokers: 7 Secrets to Killer

Content MarketingBy Michael Jans


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 content 6• 12 Keys to success 7


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

content.http://www.socialmediaexaminer.com/report/


Price Convenience Peaceof Mind

1 2 3Three values compel insurance purchase:

Digital Direct Broker


Price Convenience Peaceof Mind

1 2 3Three 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

http://contentmarketinginstitute.com/what-is-content-marketing/


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)4Content Marketing does what you want it to do

+DelightAt 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

https://www2.deloitte.com/global/en/pages/financial-services/articles/gx-small-business-insurance-in-transition.html


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%

https://www2.deloitte.com/global/en/pages/financial-services/articles/gx-small-business-insurance-in-transition.html


Report that they have hadZERO 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%

http://www.ey.com/Publication/vwLUAssets/ey-2014-global-customer-insurance-survey/$FILE/ey-global-customer-insurance-survey.pdf


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 shortcutsfor 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)

http://www.buzzsumo.com



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

blog and headline suggester



www.portent.com/tools/title-maker

content idea generator

http://www.buzzsumo.com



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 content 6


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

http://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 fears1Plan your plan. ✓ use a content calendar ✓ think 12 months ✓ follow through2

The New Marketing: Keys to Success


Deliver value ✓ ‘Double Ring Circle of Safety’ ✓ be relevant ✓ it’s about them, not you3Involve your team ✓ for ideas ✓ for questions from clients ✓ to share on phone & social4



Re-Purpose for efficiency ✓ same themes ✓ multiple media ✓ revive old ‘winners’5Work the funnel ✓ TOFU for lead gen ✓ MOFU for education ✓ BOFU for conversion6



80/20 marketing formula ✓ reach out to influencers ✓ every social - efficiently ✓ give value to your list7Test and experiment ✓ multiple media ✓ progress, not perfection ✓ get used to the camera8



Know your numbers ✓ master Google analytics ✓ all sources ✓ critical keywords9Create epic content ✓ use the shortcut technologies ✓ focused on the customer ✓ great copy - from headline to CTA10



Delegate! ✓ break it into discrete chunks ✓ you can outsource (writing, etc.) ✓ focus on what you’re best at11Invest resources wisely ✓ best list for ROI: your customers ✓ best media for ROI: email ✓ guide entire journey with

content12
