marketing to the connected generation · 2013-10-04 · using digital and social media. ... •...
TRANSCRIPT
Marketing to the Connected Generation
• Director of Marketing, CIC
– The Murray Group Insurance Services, Inc
• Creator/Editor – www.RyanHanley.com
• Author
– No BS Guide to a Successful Blog
– www.FreeBloggingGuide.com
• Producer of
– The Content Warfare Podcast
– www.ContentWarfarePodcast.com
The Connected Generation
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This is the Connected Generation
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This is the Connected Generation
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This is the Connected Generation
“The Connected Generation communicates, builds relationships
and makes buying decisions using digital and social media.”
Marketing to the Unconnected Generation
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We are no longer the
Gatekeepers of our
Insurance Expertise..
Zero Moment of Truth
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The Connected Generation chooses us
...on their own time,
...based on their own research and
...their own value system.
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In order to be chosen, we must first be found...
What Social Media Should I Use?
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GoogleRewards
Those Who
Serve the
Connected Generation
11.7sources of information needed before an insurance consumer
decides to purchase
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60%percentage of the B2B buying
decision made before contacting sales representative
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Work.
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What.
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Why?
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Search Content Marketing
How Independent Insurance Agents Harness Search Content Marketing to Capture Leads and
Grow New Business Revenue
“Everyday I watch so many brilliant people with invaluable life and
business experience come to the blogosphere and approach it all as if
they’re starting from scratch.”
- Srinivas Rao
Content Marketing...
...a broad term used to describe the various methods with which we deliver our message of value to consumers.
No Action No Traffic
• Answered 100 Insurance Questions
– By video
– In two minutes of less
– Posted on YouTube
• Create a corresponding blog post
– Embed YouTube video
• Share on Twitter, Facebook, Google+, LinkedIN
• Use email newsletter to accelerate sharing
“If you could only have one insurance question answered
what would it be?”
Lots of Action, Lots of Traffic
Search Content Marketing Works 24 Hours a Day
Still Going Up!
Worn Calipers and
the Words we Use
Content Marketing allows the Connected Generation to find us in their time of need...
Content Marketing Includes:
BloggingSocial Media
VideoPodcastingSlideshows
ImageseBooks
InfographicsWhitepapers
There are
many different
forms of content marketing
}Specific forms
of content move prospects
through the various
stages of your marketing
funnel
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Follow a consistent blogging format that Internet users are familiar with
Social Media
• Twitter• Google+
• YouTube
• Pressgram• Yelp
Client Testimonials
Google wants you to use Google products
Google Authorship
Up to 47% increase in click-through rate
Google+ Rich SnippetsYouTube Rich Snippets
Business posts are a necessity… But make them relevant to your clients concerns
Every post does not need to be professional or insurance related
Show your support for the community
Show the Human Side of Your Business
Support Those Who Support You
ToolsDo more with less
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Pressgram
Schedule Social Updates
1. Determine your why.2. Start asking questions.3. Answer them on video.
• Director of Marketing, CIC
– The Murray Group Insurance Services, Inc
• Creator/Editor – www.RyanHanley.com
• Author
– No BS Guide to a Successful Blog
– www.FreeBloggingGuide.com
• Producer of
– The Content Warfare Podcast
– www.ContentWarfarePodcast.com