Credibility, Identity Resolution, and Privacy on Online Social Media
Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your...
Transcript of Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your...
![Page 1: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/1.jpg)
www.thrivehive.com
Your Agency Online Part 1: The Elements of Online Marketing
February 21, 2013
Confidential & Proprietary
![Page 2: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/2.jpg)
www.thrivehive.com
2 2
Today’s Marketing Landscape Why Digital Marketing for Insurance? Top 8 Digital To-Dos Case Study Q&A Resources
Agenda
![Page 3: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/3.jpg)
www.thrivehive.com
3 3 3
Marketing your insurance agency has so many new options that it can be overwhelming. Digital marketing = powerful lead generation and customer retention.
Marketing Landscape
SEO?
Websites?
E-mail?
Social Media?
Ad words
Coupons?
Directories?
Direct Mail?
Mobile Ads?
![Page 4: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/4.jpg)
www.thrivehive.com
4 4
Marketing Landscape
Did You Know…
• YouTube users watch more than 3B hours of video per month. (Source: YouTube)
• 91% of online adults use social media regularly. (Source: Experian)
• 88% of adults in the US have a cell phone, 57% have a laptop, 19% own an e-reader, and 19% have a tablet. (Source: Pew Internet)
![Page 5: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/5.jpg)
www.thrivehive.com
5 5
Why Digital Marketing?
5
As a local insurance agency you offer great products and service, but getting new customers in the door and growing your business can be hard. Good digital marketing empowers you to:
• Capture “digital word of mouth” • Expand your reach and grow your customer base • Communicate with & retain current customers • Ultimately grow your business
![Page 6: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/6.jpg)
www.thrivehive.com
Top 8 Digital Marketing Areas
① Online Directories ② Online Reviews ③ Social Media ④ Images (Pictures) ⑤ Video ⑥ Website ⑦ Blog ⑧ Measure
![Page 7: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/7.jpg)
www.thrivehive.com
7 7
Case Study Example - EM freedman
![Page 8: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/8.jpg)
www.thrivehive.com
8 8
Online Directories – EM freedman
Tip #1: List Your Agency on All Relevant Online Directories Top two: Google Plus Local & Yelp Consistency is key Full name, address & phone
Randolph vs. Dedham Locations? Pictures are a plus
No pictures present Google Plus Local drives your
Google Maps listing
![Page 9: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/9.jpg)
www.thrivehive.com
9 9
Online Directories Resource Tip: Getlisted.org
![Page 10: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/10.jpg)
www.thrivehive.com
10 10
Online Reviews
Tip #2: Get as Many Customer Reviews as You Can
Reviews help your online directory rankings Don't incent customers to provide positive reviews Email customers to remind them to review you
Note that filters are more aggressively filtering out reviews that originate from a person clicking on a link in an email
Put a reminder on emails, your website, and social media pages Tip: Always respond promptly and courteously to negative reviews
Contact privately first if it is an option, publicly second
![Page 11: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/11.jpg)
www.thrivehive.com
11 11
Online Reviews
![Page 12: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/12.jpg)
www.thrivehive.com
12 12
Online Reviews – EM freedman
![Page 13: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/13.jpg)
www.thrivehive.com
13 13
Social Media
Tip #3: Use Social Media To Engage & Build Customers
Top three social media networks for business ① Facebook ② Twitter ③ LinkedIn
Setup business pages for each outlet Add logo, pictures, addresses
Separate business and personal accounts Only use business account to communicate with customers Monitor pages for privacy issues
Add links to each outlet; your email footers, website Build audience: Converse, don’t broadcast, follow to be followed
![Page 14: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/14.jpg)
www.thrivehive.com
14 14
Social Media – EM freedman
![Page 15: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/15.jpg)
www.thrivehive.com
15 15
Images
Tip #4: Images Are Your Friend
Images help add credibility to your website and engage visitors
More credibility and engagement = better search engine rankings and higher conversion
Picture ideas: Corporate events Community support Company outings New agents New ads New insurance products
![Page 16: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/16.jpg)
www.thrivehive.com
16 16
Images – EM freedman
![Page 17: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/17.jpg)
www.thrivehive.com
17 17
Video
Tip #5: Video Drives Engagement
Best site: YouTube Use video to tell your stories, show products, give tips 85.5 percent of U.S. Internet audiences view online video
(comScore) Videos boosted conversion rates and increased time on
website by 9 percent. (Wooshii) You only need your cell phone Make it educational not salesy
![Page 18: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/18.jpg)
www.thrivehive.com
18 18
Video
![Page 19: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/19.jpg)
www.thrivehive.com
19 19
Video – EM freedman
• Opportunity to Grow Digital Presence
![Page 20: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/20.jpg)
www.thrivehive.com
20 20
Website
Tip #6: Websites Today Should Be Functional Not Just Pretty
3 types of websites Placeholder Brochureware Functional
Functional websites Are easy to edit without involving a web designer (Content Management Systems) Allow transactions to occur when appropriate (Make a payment, etc.) Facilitate the generation of leads (Calls To Action) Are easily found online (Search Engine Optimization)
![Page 21: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/21.jpg)
www.thrivehive.com
21 21
Website – EM freedman
![Page 22: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/22.jpg)
www.thrivehive.com
22 22
Blog
Tip #7: Blogging is the New Newsletter
Attracts more people to your website and converts more visitors into leads
Positions you as an expert in your topic area Helps you communicate with current customers Blog often to keep content fresh
Offer advice, tips, updates – educational not salesy
Add pictures Include links to blog posts in Facebook, Twitter, and email newsletters
![Page 23: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/23.jpg)
www.thrivehive.com
23 23
Blog – EM freedman
• Opportunity to Grow Digital Presence
![Page 24: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/24.jpg)
www.thrivehive.com
24 24
Blog
![Page 25: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/25.jpg)
www.thrivehive.com
25 25
Measure
Tip #8: Measure, Refine, Measure Again Measure the impact of your digital marketing
Digital marketing is iterative and rapidly evolving Website
Track visits (and visit sources), bounces, and leads Social Media
Track number of friends, followers, and level of engagement (clicks, shares, likes, retweets, etc.)
Email Track opens, clicks, leads
![Page 26: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/26.jpg)
www.thrivehive.com
26 26
Ads
MA Ad Regulations For Insurance Agencies • No coupons or discounts for service or referrals
• Contests and raffles are OK
• Careful - it cannot be tied to buying something from you
![Page 27: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/27.jpg)
www.thrivehive.com
Case Study - EM freedman
Online Directories – Claim all your pages and be sure that all the information is exactly the
same (location is a big one). Adding pictures and reviews will improve listings.
Online Reviews – Get reviews from as many customers as possible. Let customers know
that you appreciate reviews.
Social Media – Great job! Create a Linkedin company profile.
Images (Pictures) – Great job!
Learning's
![Page 28: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/28.jpg)
www.thrivehive.com
Case Study - EM freedman
Video – Opportunity to grow. Create short information based videos around types
of coverage and helpful facts. Tie videos to events or news so that it is current (i.e. new grad car- what type of coverage is needed?).
Website – Great start! Try separating new customers needs (Get A Quote) from
current customer needs (File A Claim).
Blog – Opportunity to become a trusted expert with current and prospective
customers.
Measure – Refine and iterate over time.
Learning's
![Page 29: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/29.jpg)
www.thrivehive.com
29 29
Q&A
![Page 30: Your Agency Online Part 1: The Elements of Online MarketingImages help add credibility to your website and engage visitors More credibility and engagement = better search engine rankings](https://reader034.fdocuments.in/reader034/viewer/2022042419/5f35699ef2c8006243368ea6/html5/thumbnails/30.jpg)
www.thrivehive.com
30 30
Next Steps
Additional resources: http://thrivehive.com/maia