In the September 17, 2015, Masters of Marketing webinar, Marketing Sidekick Phillip Long discussed insurance agency marketing, all its parts, and how to tie it all together.

1. Teach Me How to Market
How to Tie it All Together
Phillip Long
Marketing Sidekick

2. What is Marketing?

3. Importance of Marketing
• Very few businesses can grow by word of mouth only
• Marketing can help increase growth
• If you don’t start now, catching up will be hard

4. Importance of Marketing
2015 Fortune 500 Companies (Marketing Budgets)
• #1 Walmart ($2.1 Billion)
• #4 Apple ($1 Billion)
• #6 GM ($4.6 Billion)
• #12 AT&T ($3.3 Billion)
• #63 Coca Cola ($3.5 Billion)
Does the general population recognize these brands?

5. Branding
• The marketing practice of creating a name, symbol or
design that identifies and differentiates a product from other
products
• Consistent branding is essential

6. Types of Marketing
Offline
• Referrals/Word of Mouth
• Events
• Local Advertising
• Traditional Mail
Online
• SEO
• Pay Per Click
• Social Media
• Email Marketing

7. Offline Marketing
Referrals/Word of Mouth
• Why do people talk about a company?
• A study of 1,000 people said 95% told someone about a
bad experience, while only 87% shared a good one
• Everyone has an opinion
• Outstanding customer service
• Start a referral program

8. Offline Marketing
Local Events
• Brand exposure
• Reach a targeted audience (car show)
• Personal interaction
• Valuable connections

9. Offline Marketing
Local Advertising
• Examples: billboards, coupon books, schools and little
league
• Increased exposure
• Reach a targeted audience

10. Offline Marketing
Traditional Mail
• Reach a targeted audience (new homeowners)
• Part of sales or prospecting process

11. Online Marketing
SEO (Search Engine Optimization)
• The process of affecting the visibility of a website or web
page in a search engine’s unpaid results
• Increase website visibility
• Marathon, not a sprint

12. Online Marketing
Pay Per Click
• Pay when your advertisement is clicked on
• Several avenues, like Google Ad Words
• Can be highly targeted, or very broad
• Reach a targeted audience
• Mainly used for lead generation

13. Online Marketing
Social Media
• Shouldn’t be focused on as a lead generator
• Needs to be informational and personal
• Include photos
• Run contests

14. Online Marketing
Email Marketing
• Essential to improving closing rate and retention
• Newsletters, consistent touches
• Prospecting
• Helping other marketing efforts

15. Start With a Website
• It all starts with a website
• Online business card, but it doesn’t have to be
• 64% of American adults have smartphones
• http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/

16. An Internet Snapshot

17. Tying it Together
1. Referral/Word of Mouth
Your outstanding customer
service prompted a new
client to tell their friends
and family about their
experience with you
2. SEO
One of the friends decides
to look you up. You show
up second in the local pack
and fifth in organic results

18. Tying it Together
3. Social Media
While on your site, they
see your Facebook stream
and decide to follow you
since you put out engaging
content
4. Local Advertising
A few months later, at the
local fall festival, they see
you are a title sponsor

19. Tying it Together
5. Event
During the festival, they
stop by your booth and
enter your contest. They
also take a branded pen
and pamphlet about
bundling and saving
6. Traditional Mail
Since they entered your
contest, they gave you
their address. You sent a
mailing piece to everyone
who entered, thanking
them and letting them
know about your offerings

20. Tying it Together
7. Pay Per Click
Months go by and the
friends auto policy is up.
He wants a cheaper rate
and searches for ‘auto
insurance dallas’ in
Google. The first ad is
yours and they click on it
8. Email Marketing
They submitted quotes on
several sites, but your third
drip mailing had a line
about bundling and saving.
He wanted to spend less,
so this triggered him to
bind his policy

21. Tying it Together
• Referral/Word of Mouth
• SEO
• Social Media
• Local Advertising
• Event
• Traditional Mail
• Pay Per Click
• Email Marketing

22. Tying it Together
• The same thing won’t work for everyone
• Different triggers work for different people
• Be flexible and don’t give up

23. Next Masters of Marketing
How to Create Awesome Emails (That Won’t Get Deleted)
Heather Galloway – AgencyBuzz Coordinator
• Characteristics/fundamentals of great emails
• Writing copy that actually works
• Best times to send
• Measuring your results
• Examples