In the September 2019 edition of Masters of Marketing, SEO Consultant Dylan Brooks discusses strategies for your agency's short and long term SEO goals.
2. Welcome to Masters of Marketing
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A recording of today’s webinar will be posted at
https://www.resources.getitc.com/masters-of-marketing/
Mark your calendar! Our next Masters of Marketing webinar:
Ladies of Insurance Website Builder
This will take place on Thursday, October 18th at 12 PM
CDT
14. Focus on Topics, Not Keywords
Exact keyword matching
is largely ineffective
today, because of:
Machine learning
Semantic processing
15. Focus on Topics, Not Keywords
Yet, broad keywords still
matter for:
Search classification
Brand recall
16. Focus on Topics, Not Keywords
What to do
Set broad keywords
Then, focus on topics
Questions to answer
What do you provide?
What is your agency
known for?
24. What They Do
Focus on visibility with
staying power
Emphasis on:
Lifetime value
Long-term business
Brand building
25. Why They’re Long-Term
No instant gratification
Sing for your supper
Requires persistence
Longer buying process
Takes months or longer
Has long-lasting effects
26. Putting This Into Practice
Build multi-channel marketing integrations
Target specific long tail keyword terms
Answer questions that lead to purchases later
28. In-Depth Content
Post articles on topics
other than insurance
Home repairs
Safety tips
Goal: Improve utility
Help consumers not
actively looking to buy
29. Brand Promotion
Make your brand your
most important asset
Consistent collateral
Cross-promotion
Goal: Build relevance
Consumers associate
resources with your
brand name
30. Link Earning
Get links to your site
From local businesses
From renowned sites
Goal: Prove authority
Show legitimacy of
brand within industry
31. Goal Of Long-Term Search Marketing
Build brand relevance as subject expert
Broaden lead funnel for your agency
Protect against demand fluctuations
33. Advantages of Customer Lifetime
Value
The consumers your
agency attracts are:
Qualified to close
Brand loyal
Great for referrals
34. Long-Term Search Marketing Sales
Funnel
1. Consumers search
for help with a
specific question
2. They click on
content from your
website which
provides answers
3. They note your
brand name, but
leave the site
without buying
35. Long-Term Search Marketing Sales
Funnel
4. When it’s time to
shop for
insurance,
consumers search
for your agency
directly
5. Consumers click
on the listing and
request quote
36. Upside of Long-Term Search
Marketing
Targeted lead pipeline
Broad brand reach
Growth opportunities
37. Downside of Long-Term Search
Marketing
Upfront investment
No guaranteed ROI
Hard to track
39. Putting It All Together
Short-Term Search Marketing sets a foundation
Long-Term Search Marketing builds upon it
It takes longer to see returns
But, these results can be more valuable
Key: Make sure your strategy is multifaceted
40. What We Covered
Short-Term Search Marketing Strategies
Long-Term Search Marketing Strategies
How To Best Utilize These Strategies
41. Thanks For Attending!
Feel free to ask any remaining questions!
A recording of today’s webinar will be posted at
https://www.resources.getitc.com/masters-of-marketing/
Mark your calendar! Our next Masters of Marketing webinar:
Ladies of Insurance Website Builder
This will take place on Thursday, October 18th at 12 PM
CDT