7 critical digital marketing trends for insurance agents & brokers in 2017

Today’s Presenter Michael Jans Executive Chair, Agency Revolution Investor #insurtech for agents & brokers

www.linkedin.com/in/michaeljans

www.twitter.com/michaeljans

facebook.com/AgencyRevolution

www.agencyrevolution.com/blog

21 page white paper. Complimentary copy for attendees.

7 Critical Digital Marketing Trends for Insurance Agents & Brokers

What you’ll learn:

ROI: the best bang for your buck.

How to double your response with less work

How to get your staff excited about digital

What you must know about mobile, SEO, marketing automation, social media and much, much more

How do we know?

5,000 conversations with agents & brokers

Surveyed 15,000 subscribers

100 industry & tech thought leaders

In-depth field research with our clients

now more than ever

They read digital. They research digital. They watch digital. They listen digital. They shop digital.

They communicate digital. They carry digital in their pocket. They expect you to be with them -

digital.

changing consumer

now more than everchanging industry

Trend #1: Jumping the ‘digital divide.’

More agents & brokers are accelerating their commitment to digital marketing as a way to connect with their customers & marketplace.

research online#1

trust online reviews (as much as friends)

check email daily#1

“no value from agent”#1

small business: would buy online

Digital Marketing Strategy

Marketing Strategy

Strategy

The ACOR + Marketing Model

+ Delightat every stage of the process

Attract Convert Optimize Retain

Leads Prospects Buyers Clients Promoters

Action

leaf: will blow away

branch: will help but disconnected

trunk: the customer is central

Trend #2: Finding ROI

After dealing with the challenges of finding ROI in social media, more agents are investing in marketing automation as a way to connect more deeply with their customers & marketplace – and to deliver ongoing value.

Trend #2: Finding ROI#2

“The Direct Marketing Association cites a 43:1 ROI with email marketing.”

Trend #2: Finding ROI#2#2

now more than ever

Now your marketing automation can literally run your marketing automatically. Nurturing leads. Welcoming new customers. Nurturing customers. Reaching out when claims are made. Reaching out at renewal. Cross selling. Generating referrals. Generating online reviews.

The Lifelong Conversation tm

Thank you. Let's agree. Here's your journey. Meet the team. Our values.

Shepherd's watchQuarterly if it's commercial.

Referral Testimonial

New customer

Happy birthday

5 month check in

Would you do me a favor?

Here's why we are different.

New lead

I’m sorry. But I still want a relationship with you.

Lost lead

The Lifelong Conversation tm

Google Review. Lagniappe. Track list of FAQs. Stop selling on price. Always round the account. Always ask for referrals.

Sympathy. Here to help. Expertise.

I'm a nuisance. But it's because I care.

"Deepening relationship”.

I won't give up on our relationship.

Looking for specific gaps. Twice a yearAccount Rounding

12 times a year.Value Nurturing

Lost SoulClaimCSR:Possible

gapsAccount Renewal

Action

Create deeper relationships with your leads & customers Deliver ongoing value

automatically with marketing automation (that integrates with your management system)

Trend #3: The Digital Staff

More agents & brokers are realizing that digital marketing can’t be disconnected from their team. Rather, the team must be aligned with and capable of supporting the goals of growth inherent in digital marketing.

ActionThe Meaningful Conversation with staff: 1. Take better care of your clients 2. Automate your workflows 3. Give clients more confidence

Management: - Invest in the education and staffing

to get the job done

Trend #4: Mobile world, mobile agent.

As consumers consume more content on mobile devices, more agents & brokers show their commitment to reach them where they are – on those mobile devices.

“I don’t want phone calls from my insurance provider!”

20% of millennials only consume the internet on mobile phones.

Non-responsive website: Penalized by Google Visitors won’t engage

Your email must also be responsive

Action

Make certain your website is ‘responsive design’ Make certain your email marketing is responsive

Trend #5: Marketing That People Love.

More agents & brokers have realized that people ‘want conversations’ not ads – and they’re paying more attention to the quality of the content that represents them in the world.

People don’t want ads. They want conversations.

ActionWebsite:

Deliver content that the people you want, want to read (and see and hear) Blog regularly Ask your entire team to keep a running list of questions and concerns raised by your clients Do NOT blog for search engines. Blog for people.

ActionSocial:

Deliver content that the people you want, want to read (and see and hear) Post on a schedule. (Use a content scheduler.) Balance your content on a formula: e.g.,15/5/1. More value. Less sales.

ActionMarketing Automation:

When they are most receptive. (Examples: new lead, new client, claim open, claim closed, birthday, approaching renewal, etc.) Who they are. (Examples: home, no auto. Segment and sub-segment.) Why they want to know. (Examples: natural disaster, newsletter, protect their business, family, etc.)

Trend #6: Platform Fatigue.

Platform fatigue. More agents & brokers are fed up with the ‘dazzle’ of the ever-changing social media world – and focusing on the platforms that matter most.

ActionDO: Focus on the platforms that matter most. Facebook. Almost everyone is there. LinkedIn - the ‘professional’ network:

Posting for short content & links to other content. Groups for engagement. Pulse for long-form content. Always add value.

Instagram. Leans younger. Twitter. Start by following. See if your audience is there. Do: Follow best practices. Do NOT: chase vanity statistics.

Trend #7: The visual broker.

More agents & brokers are realizing the power of online video – and using it to connect with their customers and marketplace.

Action

DO: upload video to your website. DO: ‘Be yourself’ in video. DO: use video on social media.

7 Critical Trends

1. Jump the digital divide. 2. Find ROI with marketing automation. 3. Align your staff around digital marketing. 4. Upgrade to mobile, responsive web & email. 5. Create content that people love. 6. Focus your social media where it matters. 7. Use video to connect.

7 trends

Convenience

3Peace

of Mind

2Price

digital direct captive indepen’t

Convenience

3Peace

of Mind

2Price

digital direct captive indepen’t

The ACOR + Marketing Model

+ Delightat every stage of the process

Attract Convert Optimize Retain

Leads Prospects Buyers Clients Promoters

more value

more expense

Core Strategy

21 page white paper. Complimentary copy for attendees.

Always Get The Latest Strategies, Tactics & Breakthroughs

Explore marketing automation for your agency or brokerage.

Join the conversation.

Thank you!

www.linkedin.com/in/michaeljans

www.twitter.com/michaeljans

facebook.com/AgencyRevolution

www.agencyrevolution.com/blog

7 critical digital marketing trends for insurance agents & brokers in 2017

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Transcript of 7 critical digital marketing trends for insurance agents & brokers in 2017

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