This presentation is for independent insurance agents. Jeff Sauer presented at the Trust in Marketing Seminar in Minneapolis, MN on 3/20/2012. This presentation showcases marketing activities done by large organizations and how to achieve a similar effect on a shoestring budget.

2. Online Marketing Tactics
• Public Relations
• Social Media
• Video Production and Distribution
• Search Engine Marketing
• Email Marketing
• Program Measurement

3. Public Relations

4. Why Public Relations?
PR Helps Build Brands

5. How the Pros Do PR
Enterprise PR Platforms and Agencies

6. What the Pros Pay
Working with a PR agency costs at least $100k/year
Pros
$0 $1MM +

7. The Agent Alternative: Self Publishing
Start by creating a website or blog using WordPress. Use this site to
make major announcements and publish thought leadership

8. The Agent Alternative: Self Publishing
WordPress is easier to use than MS Word, helps search engines find your business and is
widely supported by most web hosts.

9. The Agent Alternative: Self Publishing
Make it easy to share your content and join networks of similar publishers to gain
credibility and followers within your niche

10. The Agent Alternative: Press
While you may not have the connections of a PR firm, you can find them using free
services to locate reporters in need. HARO is a tool that allows you to sign up as an expert
and receive requests to share your expertise with reporters.

11. Cost Comparison
Agents Pros
$0 $1MM +

12. Social Media

13. Why Social Media?
Social media provides an unprecedented opportunity to
communicate directly with current and prospective customers

14. How the Pros Do Social Media
Pros use Large Enterprise Systems or in-house “command centers”
to monitor and respond to comments on social networks

15. What the Pros Pay
Subscriptions to tools start at $1,000/month and managed services
can be $100,000+ per month for complex brands
Pros
$0 $1MM +

16. The Agent Alternatives
Use Google Alerts to get updates on a particular topic via email or RSS feeds. Set alerts on
employees, competitors and your business name

17. The Agent Alternatives
Listen for any mentions about your business, affiliated companies and competitors. Use
this information to understand competitive landscape and sentiment of commentary

18. The Agent Alternatives
Utilize Tweetdeck to schedule tweets, manage multiple accounts, search for
topics and filter users

19. The Agent Alternative
Use syndication to feed content into social media accounts

20. The Agent Alternative
Establish an editorial calendar to consistently post to social networks and blog
Week Monday Tuesday Wednesday Thursday Friday
3-5 Posts
1 3-5 Posts 3-5 Posts 3-5 Posts 3-5 Posts
+ BLOG
3-5 Posts
2 3-5 Posts 3-5 Posts 3-5 Posts 3-5 Posts
+ BLOG
3-5 Posts
3 3-5 Posts 3-5 Posts 3-5 Posts 3-5 Posts
+ BLOG
3-5 Posts
4 3-5 Posts 3-5 Posts 3-5 Posts 3-5 Posts
+ BLOG

21. Cost Comparison
Agents Pros
$0 $1MM +

22. Video

23. Why Video?
Consumers spend more time watching television than any other
entertainment source

24. How the Pros Do Video
The pros pay large sums of money to hire a company to create,
shoot, and produce commercials and then purchase broadcast
spots from local and national television station

25. What the Pros Pay
Pros
$0 $1MM +

26. The Agent Alternative
Use affordable movie software with a working camera in good lighting and
publish to YouTube

27. The Agent Alternative
YouTube is the largest video website on the web, with 60 hours of video
uploaded every minute and 4 billion videos viewed per day. Marketers can easily
upload videos and share on a custom channel. YouTube is also the second largest
search engine after Google

28. Cost Comparison
Agents
Pros
$0 $1MM +

29. Search

30. Why Search Engine Marketing?
When consumers are interested in learning more about a product
or service, they turn to search engines to find information, often
clicking on the first result

31. How the Pros Do PPC
Pros have the budget to spend incredible amounts of money to get
the top spot on search engines.

32. How the Pros Do SEO
Pros also have the status and the credibility to rank high for organic
search results… and SEO can be get pretty complicated!

33. What the Pros Pay
Average cost of search marketing for Pros in Insurance is millions
per month
Pros
$0 $1MM +

34. The Agent Alternative
Focus on Long Tail Keywords for driving searchers. Instead of ranking for
“Insurance”, try to rank for “Auto Insurance in Maple Grove, MN”

35. The Agent Alternative
Focus on Long Tail Keywords
• Use your long tail keywords for CPC campaigns with Google AdWords Express
• AdWords Express will help you tailor your campaign to your budget
• Will tailor to both mobile and desktop users

36. The Agent Alternative
Claim Your Business with Google Places and Getlisted.org. Encourage customers
to review your business and provide other insights

37. Tools for Success
Tool Recommendation: Google AdWords Keyword Tool
http://3deep.co/KeywordInsurance

38. Cost Comparison
Agents Pros
$0 $1MM +

39. Email Marketing

40. Why Email Marketing?
Email marketing helps to keep your current and prospective
consumers engaged throughout the entire buying process

41. How the Pros Do Email
Pros use email marketing software solutions such as ExactTarget,
Eloqua, Epsilon, Responsys and Silverpop to deliver sophisticated
email programs

42. What the Pros Pay
Depending on the size of your mailing list, pros begin paying
$25,000 per year for software all the way up to $1MM+ for a fully
managed email solution Pros
$0 $1MM +

43. The Agent Alternative
Programs like ConstantContact and MailChimp help you to design attractive email
newsletters, manage mailing lists and execute an email marketing campaign

44. The Agent Alternative
Email marketing can be easy with templates that allow you to easily edit text and images
while adding social media links for a professionally designed email campaign

45. Cost Comparison
Agents Pros
$0 $1MM +

46. Measurement

47. Why Measure Effectiveness?
Without properly measuring marketing efforts, it is difficult to
understand whether online marketing is successful

48. How the Pros Do Measurement
Omniture and WebTrends are enterprise class web analaytics tools.
Foresee Results and iPerceptions are expensive voice of customer
analytics tools

49. What the Pros Pay
These technologies cost at least $10,000/month and upwards of
$1MM/year
Pros
$0 $1MM +

50. The Agent Alternative: Free
Google Analytics is a best in class web analytics tool, and it’s free.
4Q Suite provides actionable voice of customer data, and has a free
version for beginners.

51. The Agent Alternative
Google Analytics provides many great insights on your visitors and
is widely adopted: 50% of all websites use Google Analytics

52. The Agent Alternative
Learn how many visitors complete their tasks, as well as how many
have trouble finding information on your site with 4Q Survey

53. Cost Comparison
Agents Pros
$0 $1MM +

54. Marketing on a Budget

55. Yearly Online Marketing Costs
Using the tactics mentioned in this presentation, you can compete with the pros
in many aspects of online marketing.
Agents Pros
$0 $10MM +
OR
You can work with Agoragate

56. Agoragate Program Costs
The Agoragate program was designed from the ground up by the pros to provide
independent insurance agents with a complete web solution.
Starting at
$1,560 Per Year
$0 $10k
Learn more today at www.insuranceagoragate.com/products

57. Sign up for the Agoragate Program Today at:
www.enhanceinsurance.com/signup
Link to Today’s Presentation:
3deep.co/InsuranceTrust
Free/Inexpensive Tools Mentioned Today:
WordPress - wordpress.org HARO – helpareporter.com
Google Alerts – google.com/alerts Tweetdeck – tweetdeck.com
Social Mention – socialmention.com YouTube – youtube.com
Google Places – google.com/places Get Listed – getlisted.org
Mailchimp – mailchimp.com Constant Contact – constantcontact.com
4Q Suite – 4qsurvey.com Google Analytics – google.com/analytics
Questions?