1. The Insurance Agent Client Connection
Your opportunity to connect with your client
community with your digital footprint

2. Emerging Client Connection
• Social Media Marketing
• Content Marketing
• Engagement

3. Connection – Old vs. New
• No more yellow pages
• Finding insurance –
a few clicks
or a few friends

4. Today - A Few Clicks
• Google
• Facebook
• Twitter
• Blogs
• Linked in
• Other communities

5. Research & Information
• Today: clients do research before setting up
appointments – 80% find information online
• Have a large thirst for information and knowledge
• Exposed to an agents electronic information first
• First impression is very important;
more so than before

6. Clients are Consumers
• Today clients are consumers
• Many choices today
• Consumers shop, compare, refer and share

7. Ways to Create a Good First
Impression
• Creating and publishing high quality content on
your digital properties: social media, websites and
blogs.

8. Content Marketing Goal
• Be visible to your target market in a positive,
helpful, relevant, valuable way

9. Content Searched For Online
• People who search online are looking for:
• Relevant information that can solve their problems
• Information to Teach them something new
• Valuable Information

10. Examples of Content
Searched For
• Information on different insurance procedures
• Preparing for various kinds of policies
• What to expect from a particular insurance
provider
• Information for claim

11. Providing Content
• Is a competitive advantage, especially in a local
setting
• Allows for increased awareness and value with a
higher number of potential clients
• What’s this worth
to you?

12. What is Content Marketing?
• Information that is of interest that draws target
market clients to you to get that information;
usually online content
• Distribution of the information – make it available
• Engage with the audience – content = connection

13. What Content Marketing is
Not
• Bland, repetitive content written only for SEO
• Sales pitches
• All about me

14. Why Content Marketing
• Caters to potentialclient’sdesirefor information
they want (when they want it and in a form they
like).
• Search engines love it – relevancy
• Lets your target market know who
you are and why you are the
preferred choice

15. Why Content Marketing
• People chooseinsurancebased on:
•
•
•
•
•
Google search
Agent company website
Facebook/Twitter postings
Blog postings
Comments from previous or current clients

16. Benefit of Content Marketing
• A steady, consistent, helpful, valuable stream of
information linked to the agency can overcome
any negative content by one unsatisfied past client

17. Benefit of Content Marketing
• You can control your online reputation more
• Establishes expertise and positioning
• Cost per lead is 30-40% lower than paid search
• Value is cumulative

18. Competitive Advantage
• An agency who wants to dominate online search
and become visible to more potential clients who
are doing research online rather than reading print
media, needs to have a different mindset,
approach and strategy.
• Content Marketing is the answer to that

19. How to Market with Content
• Establish a hub – website or blog
• Subscribed and Shared
• You own it (not like Facebook, Twitter or LinkedIn)
• Establish social media accounts/pages
• Facebook, Twitter, LinkedIn, Pinterest….yes I said
Pinterest
• Plan It

20. Content Marketing Plan
• Define target market
• Define what questions they have
• Define what problems need solved
• Answer questions in an interesting, compelling,
valuable and engaging way
• How do they want content delivered
• What content that you have can be repurposed?

21. Content Creation
• Decide on the content
•
•
•
•
•
Research information from on and offline sources
Responses to polls and inquiries
FAQ’s
Research competitive information sharing
Outsource content development –
quantity, quality, consistency
• Concentrate on the target audience –
interesting and of value

22. Developing the Content
• Write it
• Repurpose offline and other content
• Outsource the development

23. The Content
• Accurate & Complete
• Informative & Useful
• Valuable & Relevant
• Trusted – you are the “go-to”
source
• Understandable
• Shareable

24. Content Examples
• What Would Santa’s Insurance Policy Look Like
• 7 resolutions for a safer new year
• Watch for deer while driving this fall
• Are you at risk for an Earthquake?
• How much could a flood cost you?

25. Now Market The Content

26. The Content – Kicking It Up A
Notch
• E-Book – Insurance Budgeting – What to Cover; What
Not to Cover
• Webinar - How Much Insurance Should Your Really
Have
• Tele-seminar – New Insurance Regulations and How
They Affect You
• PDF Download – Family and Farm Insurance
Worksheet

27. Content Marketing –
The Real Secret

28. Other Content Marketing
Thoughts
• It’s a long term commitment and process
• You can’t do it all

29. Content Marketing Summary
• Make the prospect a more informed buyer and a
friend with content.
• Content Marketing shouldn’t feel like marketing.
• Get noticed, Connect, Engage
and Convert.

30. Outsourcing Content
Marketing
Available to Consult, Develop Content For You Or
Speak at Your Conference
• Al Lautenslager – Content Marketing Expert,
Strategist and Enthusiast
• al@allautenslager.com
• 630-740-1397
http://contentmarketingofficer.wordpress.com