GETTING ONLINE. GETTING NOTICED.

How to use inbound and content marketing to make a difference marketing

your insurance agency online.

THERE IS ONE KEYTO A SUCCESSFULPRESENTATION

@ScottABoren

“Expectation is the

Root of all heartache.”~ William Shakespeare

@ScottABoren

ONE@ScottABoren

5

Who the heck is this guy?• Director of Research and Development: Led team to design,

develop and implement new national auto insurance product, including credit model and point-of-sale system.

• Director of Product Management: Led West Region and managed P&L in excess of $2.1B.

• Senior Product Manager: Managed the California Auto Insurance Market for the leader in Direct Response auto insurance. Responsible for all P&L, product design, performance, and revue growth. Was part of the West Region leadership team responsible for Quality of Sales, Services and Underwriting.

• Mid-West Zone Product Manager: Worked at esurance shortly after their initial start-up. Was part of the team of product managers who implemented a new product design and expansion into new states of opportunity. Managed their growth in the Mid-West in excess of 20% annually.

• Product Manager: Worked up from Product Analyst to assume the role of Product Manager of the state of California. At the time California represented nearly half of the companies exposure and was a top 20 market share company in the state, and a leader in the nonstandard auto market here in CA.@ScottABoren

Chalene Johnson

@ScottABoren

Traditional Marketing is not Efficient and is Losing it’s Effectiveness

… he who can shout the loudest and the most often wins!@ScottABoren

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.~ Seth Godin, Permission Marketing@ScottABoren

Create anEngine toget and keepSubscribers.

1. Organize Your Business Like a Publisher2. People want authenticity, not Corporate Speak3. People want participation, not propaganda4. Marketing is about delivering content at just

the precise moment your audience needs it5. Marketers must shift their thinking away from

mainstream marketing to the masses .6. The Internet has made public relations public

again7. Companies must drive people into the

purchasing process with [a publishing strategy] built around great online content.

8. Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate.

9. Social networks allow people all over the world to share content and connect with the people and companies they do business with.

10.On the Web, the lines between marketing and PR have blurred. @ScottABoren

MEDIA DRIVEN CONTENT

MARKETINGYou need to be thinking media not marketing!

AuthorityAuthority

@ScottABoren

10 Key Elements to Successful Online Marketing1. Positioning Your

Business in the Mind of the Consumer

2. Don’t Sell … Teach

3. Cornerstone Content

4. Headlines and Hooks

5. Win Friends and Influence People

6. The money’s in the list

7. SEO matters

8. Web code that Google likes

9. Web design makes the site

10.Build and tend to your tribe.

@ScottABoren

The inbound marketing process flow

@ScottABoren

What is Content Marketing?

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.

@ScottABoren

What is old is new again!

John Deer

The Furrow MagazineSince 1895 John Deer has been delivering The Furrow magazine to solve the daily problems of farmers. Today, The Furrow is the largest circulated farming magazine in the world, delivered to approximately 1.5 million farmers in 40 countries.

@ScottABoren

Content Marketing Maturity Model

BeFound Generat

eGreatne

ss

Trust

MeetDemand

Creates Demand

Differentiates

CreatesEvangelists

CreateTrust

EfficiencyFunnel

Content AwareThought Leader Storyteller@ScottABoren

I've seen an agent punch through a concrete wall; men have emptied entire clips at them and hit nothing but air; yet, their strength, and their speed, are still based in a world that is built on rules. Because of that, they will never be as strong, or as fast, as you can be.

~Morpheus, The Matrix - 1999 

Develop Your Personal BrandTell Your Brand Story

Be authentic … be vulnerable

Use media to provide content

Create a clear call to action

Consistent Brand Presentation

Make is social

SEARCH ENGINE OPTIMIZATION

Despite the attention it gets, SEO is not as complicated as it sounds (at

least the non-technical stuff!)

Tools for on-page SEO

@ScottABoren

How do I get linksto my site?

• Create FREE valuable resources

• Use press releases

• Fill the “content marketing gap.”

• Create infographics on new or trending topics

• Monitor your competitors backlink sources

• Broken link building

• Interview owners of influential blogs

• Reproduce (update) old content

• Guest posting still has some value

• Create useful charts or tables

• Leave valuable comments on other blogs

@ScottABoren

Thank You!Follow me on

Twitter: @ScottABoren

Contact me:scott@scottboren.

com