A Case Study in Success Online

How to generate revenue through content marketing.

I am Ryan Hanley

• Insurance Producer, CIC– The Murray Group

Insurance Servicers, Inc

• Creator/Editor – www.RyanHanley.com

• Author – The Social Tools Book

• Producer– The Content Warfare

Podcast

Success Online is derived from your ability to

consistently deliver value and has nothing to do with your technical knowledge

of the Internet.

Ground Rules

• Ask lots of questions… – Even dumb questions• I don’t expect you to be an expert

– Be prepared for my honest opinion– You can always follow up with me

• I may go on a tangent – I promise it will always be relevant

• I don’t care if you email or send texts• You don’t have to ask me to go the bathroom

Our Goals for Today

• Content Marketing and SEO• My SEO Experiment• Facebook & Google+• HOW to generate new business revenue from

content marketing, SEO and Social Media• Action-items to dominate your local market

online using content, SEO and Social Media

Myths About Selling Online

• Internet Shoppers Buy on Price– If we don’t treat our product like a commodity they

won’t buy it like a commodity• We Need To Be On Every Social Media Site to be

Successful– Success online is about becoming a valuable resource

• Consumers Need Our Expertise– The information gates to our knowledge have been

unlocked

Common Objections to Social Media

• We work on referrals…• So does the Internet

• Internet leads are price shoppers…• Statistically not true

• It takes too much time…• You don’t have time for to generate revenue?

• I don’t know anything about computers…• Hire someone that does

• I don’t like the Internet• But your clients do

DOMINATE LOCAL ONLINE SEARCH

Why Search?

Why Not Social Media?

Content Marketing

and

SEO

Content Marketing - is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.

SEO (Search Engine Optimization) - is the process of improving the visibility of a website or blog in a search engine's "natural," or un-paid ("organic“) search results.

DOMINATE LOCAL ONLINE SEARCH

Success isn’t about YOU. It’s a derivative of being all about everyone else...

Today you deliver value, Tomorrow you build a

relationship.

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

Worn Calipers and SEO

My SEO Experiment

• Answer 100 Questions– By video– Two minutes of less– Post on YouTube

• Create a corresponding blog post– Embed YouTube video in the blog post

• Post link directly in Facebook• Post link directly in Google+• Post link directly in LinkedIN

– and Relevant Groups• Put links to post in email newsletter

Where do I get content?

• Client questions• CE Classes• Trade magazine• Community events• Charitable events• Employee success• Testimonials• Case studies

• The weather• Safety tips• Other insurance

agencies• Your own experience• New technology• Market changes• Industry events

“If you could only have one insurance question answered

what would it be?”

ACTION ITEM #1

No Action No Traffic

Lots of Action Lots of Traffic

Search Traffic

$4,975In 3 days

15 MINUTES A DAY

7 DAYS A WEEK

FOR 100 DAYS

EQUALS A LITTLE MORE 3 WORK DAYS

$4,975

$3.32 A MINUTE

$200 a Hour

$200 an Hour

$1,600 a Day

$8,000 a Week

47 Weeks of Work

$376,000 a Year

http://socialtriggers.com/perfect-blog-post/

Where you position your Call-to-Action matters

ACTION ITEM #2

Link deep into your blog to help search engines index your content

Adding video gives visitors a quick easy way to connect on a personal level

Tell visitors exactly what you want them to do

You Have to ASK for the Business

Social Media

What Social Media Should I Use?

• Facebook• LinkedIn• Twitter• Google+• YouTube• Pinterest• Foursquare• Yelp

ACTION ITEM #3

Business posts are a necessity… But make them relevant to your clients concerns

Every post does not

need to be profession

al or insurance

related

Let your clients know where else you want them to connect with you

Show your support for the community

Show love for the clients that love you

Get More Facebook Likes

• Buy easy to remember domain– www.SubscribetoYOURAGENCY.com– www.ConnectwithRyan.com

• Facebook Address on Everything• Facebook Address displayed on Website w/ Link• Link to agency page from personal profile• Invite clients and friends to Like agency page• Facebook Address in email signature

ACTION ITEM #4

Give stuff away… Make it fun

Google+ ACTION ITEM #5

Why use Google+

• Having 100 Google+ followers increases search engine ranking by 14.63 positions– Indexed by Google

• Social search relevance with connections– Authorship tag

• Google Hangouts• It’s Google…

http://www.tastyplacement.com/infographic-testing-social-media-signals-in-

search

Google wants you to use Google products

Authorship TagACTION ITEM #6

This Stuff Works

Digital and Social Marketing Strategies Reverse the Flow of Value

from Provider to Consumer

Free isn’t free if it’s not getting the job done…

Action-Items for Next Week

1. Write down client questions 2. Place Calls-to-Action on website, blog and

social media3. Update Facebook Page4. Link to Facebook Page in every communication5. Create / Update Google+ Page6. Place Authorship Tag in Blog Posts

Questions

Thank You• Ryan Hanley– Twitter: @RyanHanley_Com– Web: www.RyanHanley.com– Email: ryan@ryanhanley.com

I wish you all Success in your Online Marketing!