Digital Marketing Webinar Series from Confluency Solutions

Planning Your Digital Marketing

Webinar 1: Matching Tactics to Objectives, Opportunities, Time, and Budget

October 2 @ 2:00 p.m., EDT

Webinar 2: Digital Marketing for Maximum Customer Value

October 21 @ 2:00 p.m., EDT

Webinar 3: Green Growth and Digital Marketing: The Truth About SEO

Date TBD

Webinar 4: How to Make Digital Marketing Part of Everyone’s Job Description

Date TBD

Selecting the Right Tactics

matching tactics to objectives, opportunity...and budget

Webinar 1 of 4: Selecting the Right Objectives and Tactics for Your Agency Marketing

● How far have we come from the ‘yellow page paradigm’?● Top-down, bottom-up gap analysis● Matching the communication channel to your target● Who are you selling to?● Low hanging fruit - customer value● Low hanging fruit - green growth● Other options and ROI considerations● Mixing digital and analog● Managing your content distribution - the editorial schedule

The Yellow Page Paradigm

Once a year, buy a yellow page ad, the phone rings, you sell insurance.

Yellow Page Books...

...in 2010 were half the size they were in 2006...and shrinking

and...

yellowbook users cluster in well defined demographics

Age 25 – 34

More likely to use search engine – 51%, More likely to use internet yellow pages – 25%

Age 65+

More likely to use search engine – 15%, More likely to use internet yellow pages – 39%

High School Education or Less

More likely to use search engine – 19%, More likely to use internet yellow pages – 36%

Yellow Page Users by Demographic

http://www.insuranceagentwebpower.com/2013/03/insurance-agency-yellow-page-advertising/

How to Get Noticed Today?● Telemarketing● Direct Mail (traditional)● Broadcast● SEO● Social● PPC● Email Marketing● Content Marketing (what is that?)● Reputation Management● Local Search Optimization● Yellow Pages (the shrinking phonebook)● Yellow Pages (online)● Mobile Apps (is it an app, is it a mobile responsive website, mobile optimized site? Does it

matter?)

What gets you noticed?

Content…● Social - The right content gets shared.● Search - Relevant content gets indexed.

Don’t forget about just being there…● Your business NAP

Content Marketing

The art of communicating with clients and prospects without selling.*

*But with the purpose of getting new clients and turning current clients into evangelists.

Time and Money are Finite Resources

so you can’t do everything...

Choose Your Spots

● Who is your target (audience)?● What do they want to hear?● What will you tell them?● How will you reach them?● What will it cost?● Is it working?

Top Down

We want to grow our revenue by 5% next year.

Bottom Up

What will we have to actually produce to make that happen?

GAP Analysis

5% growth means…15% more sales production than prior year

What you end with...

Isn’t really your baseline...

Where are the opportunities?

Customer development

How do you score?

Q: The difference between D’s and A’s??

A: Contact with clients

Green Growth

When it comes to green growth...

should your website get all the credit...or blame?

The Role of Your Website, Part I

Show up in organic search results (SEO)● search engineering● good, relevant, changing content● backlinks● 200 factors in Google’s PageRank algorithm

PPC

Local

3rd Party Review Site

Organic ResultsGoogle Search Results Page, Page 1

“SEO” Email

Marketing

Email Marketing

Social Marketing

Reputation Reviews

LocalSearch

PPC

Mobile

Print

Broadcast

PaidDirectory

Banner Ads

Website

LeadPurchase

Direct Mail

TraditionalWOM Yellow

Pages

Events

Slideshare

Agency Locators

The Role of Your Website, Part II

Convert visitors to leads● conversion optimization

o recognize what visitors wanto use graphics and layout to make that obviouso use the right CTAs in the right places

Home Page v. Product Page

This page has a different job

...than this page does

Concentrate In House? Or Outside?

You need to do both, the mix is the question.

Happy clients and customer value

● Policies per account● Revenue per account● Retention and longevity● Direct referrals● Indirect referrals - reviews

Reviews and leads...

Low Hanging Fruit

● Low cost● Quick results● Little ROI risk

NAP and Citations

Low Hanging Fruit: Content

● Examples● Leveraging content across ‘tactics’● The interconnected world of content

The point: minimize effort, maximize ROI

Some Content Examples

● Blog posts (text, picture, video)● Social posts (Facebook, LinkedIn, G+)● Video (You Tube, Vimeo, Vine)● Presentations (Slideshare)● Infographics (Canva)

Leverage...

@

Visibility within You Tube as well as SEO (Google organic)

SEO boost (Google organic)

Direct communication with clients and prospects

Improves local search visibility

Increase visibility with business communities and contacts

The interconnected world...

@5 - 7 value add contacts

per year, lead to...

happier customers lead to...

more positive reviews

(2 vs. 24)

which leads to more views21,000 vs. 71,000

Which leads to

more...LEADS

You have more content than you think

● Insurance companies● Past blog posts● Associations (IIABA, CPSU, e.g.)● IRMI● Curated content - Digg, LinkedIn, etc.

You just need a plan

What is your objective?Who do you need to communicate with?What do they want to hear?What channels?What frequency?

Plan Elements

● Where will growth come from? (inside or out)o Segments - the ‘who’

● NAP● Reputation● Channels for content (cheat sheet)● ID the right content

...and...

You need an editorial schedule*

*for each communication channel

Webinars 2, 3, 4...Webinar 2: Digital Marketing for Maximum Customer Value October 21 @ 2:00 p.m., EDT

Webinar 3: Green Growth and Digital Marketing: The Truth About SEODate TBD

Webinar 4: How to Make Digital Marketing Part of Everyone’s Job DescriptionDate TBD

Questions? Assistance?

Ken Kremersken@cfluent.com877.351.2600 ext. 1

Kevin McDonaldkmcdonald@cfluent.com877.351.2600 ext. 5