Inbound marketing holds the key to small business growth in today's business landscape. In this presentation we discuss inbound marketing, content marketing and social media marketing concepts and strategies that can, if implemented with belief and dedication, drive exponential growth for small businesses, despite their Big Box competitors.

1. How-to Generate Revenue
through
Inbound Marketing

2. I am Ryan Hanley
• Director of Marketing, CIC
– The Murray Group
Insurance Services, Inc
• Creator/Editor
– www.RyanHanley.com
• Author
– The Social Tools Book
– No BS Guide to a Successful
Blog
• Producer of
– The Content Warfare
Podcast

3. 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

4. Common Barriers
to Success Online
• Cost
– My entire web presence costs less than $500 a year.
• Time
– Online activities are revenue generating
• Knowledge
– If you can send an email you have the skills to
succeed Online
• Lack of Confidence
– Practice builds confidence
• Not the Habit
– Integrate Online activities long enough and they will
soon become the way we’ve always done business

5. 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

6. Success Online is derived
from your ability to
consistently deliver value
and has nothing to do with
your technical knowledge
of the Internet.

7. Marketing to the
Connected Generation

8. The Connected Generation
communicates, builds
relationships and makes
buying decisions using
digital and social media.

9. Marketing to the
Unconnected Generation
• Ask for Referrals
• Network at Chamber Events
• Drop-ins
• Harass Family Members
• Sponsor Charity Events
• Yellow Pages
• Billboards
• Radio
• Newspaper
• Cold call

10. We are no longer the
Gatekeepers of Insurance
Expertise

11. Digital and Social Marketing
Strategies Reverse the Flow of
Value from Provider to
Consumer

12. Today you deliver value,
Tomorrow you build a
relationship.

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

14. Create content that is
remarkable, that is enjoyable
{and easy} to consume, and lets
the reader know exactly what
you want them to do next.
- Copyblogger

15. Marketing to the
Connected Generation
• 60% of Twitter & Facebook users are
more likely to recommend a brand
they follow
• 67% of Twitter users are more likely
to buy from a brand they follow

16. “There’s a secret that real
writers know that wannabe
writers don’t, and the secret
is this: It’s not the writing
part that’s hard. What’s hard
is sitting down to write.”
- Steven Pressfield, The War of Art

17. The Resistance
Resistance is the equal and opposite force to
starting.
• Resistance is what keeps us from
integrating content marketing into our
Agency.
• Resistance is what whispers in our ear that
no one cares about our blog.
• Resistance is why we don’t update our
profile pictures.
• Resistance is why we “Work only on
referrals…”

18. Content
Marketing

19. Get Found in Search...

20. 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.

21. Why Content Marketing
• A blog gets you 55% more traffic
– Via Hubspot
• Content is a Top 3 reason people
follow brands on social media
– Via Content+

24. Worn Calipers
and
Keyword Search

25. Keyword Search
• Google Keyword Tool
• Google Trends
• Google Auto Fill
• 3rd party tools
– Market Samurai
– SEO Professor
– Scribe

26. 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

27. “If you could only have one
insurance question answered
what would it be?”

29. No Action No Traffic

30. Lots of Action Lots of Traffic

31. Search Traffic

32. Revenue from Online Activities

33. In 3 Days
$4,975

34. 15 minutes a day

35. 7 Days a week

36. For 100 Days

37. In 3 Days
$4,975

38. $3.32 a minute

39. $200 a Hour

40. $200 an $1,600 a $8,000 a 47 Weeks $376,000
Hour Day Week of Work a Year

41. Don’t Neglect
Mobile Search

42. Importance of
Mobile Content
• Over the last year I’ve consistently received
between 12% - 15% of my monthly traffic
from mobile devices
• How many of your read email on your
phone? People are clicking through email
links to your website on their phone.

43. What Social Media Should I Use?
• Facebook
• LinkedIn
• Twitter
• Google+
• YouTube
• Pinterest
• Foursquare
• Yelp

44. Google+

45. Why use Google+
• Posts are indexed by Google
• Social search relevance with
connections
– Authorship tag
• High-quality media sharing
• Google Hangouts
• Google Local Reviews
• It’s Google…

48. Reviews are the currency
of the Internet

49. Google
wants you
to use
Google
products
http://www.tastyplacement.com/infographic-
testing-social-media-signals-in-search

50. Authorship Tag

51. Authorship Tag

52. Facebook

53. Facebook Stats
• 75% of people feel more connected to Brand on
Facebook
• 69% of people have “liked” a page because of a Friend
• “Liked” content averages 6.9 positions higher in
search results
• 23% of consumers under the age of 35 will purchase
because of a friend’s recommendation on social
media
• 21% of consumers age 35 – 49 will purchase because
of a friend’s recommendation on social media
• http://pinterest.com/ryanhanley/social-media-infographics/
• http://socialmouths.com/blog/2012/07/31/from-likes-to-buys/
• http://blog.hubspot.com/blog/tabid/6307/bid/33629/50-of-Facebook-Fans-Prefer-Brand-Pages-to-
Company-Websites-INFOGRAPHIC.aspx

54. How do we generate
revenue on Facebook?

55. Get More Facebook Likes
• Buy easy to remember domain
– www.likeYOURAGENCY.com
• Facebook Address on Everything
• Facebook Address displayed on Website
w/ Link
• Link to agency page from personal profile
• Facebook Address in email signature
• Invite clients and friends to Like agency
page

56. Post Better Content
Boring content yields boring
results

57. ACTION ITEM #3

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

59. Every post does
not need to be
professional or
insurance
related

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

61. Show your support for the community

62. Facebook
Promoted Posts
Worth the money?

63. Who
wouldn’t
“Like” this
post?

64. How
much is
Action
worth to
you?

65. Promoted Posts Results

66. Blogging

67. Where do we get
content?
• Client questions • The weather
• CE Classes • Safety tips
• Trade magazine • Other insurance
• Community events agencies
• Charitable events • Your own
• Employee success experience
• Testimonials • New technology
• Case studies • Market changes
• Industry events

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

73. Thank You
• Ryan Hanley, CIC
– Twitter: @RyanHanley_Com
– Marketing | www.RyanHanley.com
– Insurance | www.MurrayGRP.com
– Email: ryan@ryanhanley.com
I wish you all Success in
your Online Marketing!

74. Resources
• http://www.seomoz.org/blog/the-anatomy-
of-tomorrows-inbound-marketing-strategy-
today
• http://unbounce.com/content-marketing/
anatomy/
• http://www.rightmixmarketing.com/business-
blog/blogging-checklis/
• http://www.copyblogger.com/content-and-
branding/
• http://www.searchenginejournal.com/an-
seos-ultimate-post-penguin-checklist-
infographic/48228/
• http://unbounce.com/social-media/7-useful-
google-plus-infographics-for-business/
• http://blog.kissmetrics.com/science-of-blog-
timing/
• http://www.seobook.com/learn-seo/
infographics/goldilocks.php
• http://www.chrisbrogan.com/
gplusinfographic/
• http://www.rocketwatcher.com/blog/
2011/06/startup-launch-marketing.html