Independent Agency. Marketing & Sales In An Online & Social Media World. Michael Jans, President

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1 Independent Agency Michael Jans, President Marketing & Sales In An Online & Social Media World What you will learn: The changing buying habits of insurance consumers How to avoid common mistakes agents make What tools agents are using to win today s consumer

2 Independent Agency Michael Jans, President Marketing & Sales In An Online & Social Media World What you will learn: The changing buying habits of insurance consumers How to avoid common mistakes agents make What tools agents are using to win today s consumer

3 WE HELP AGENCIES GROW. BIG. FAST. EASY.

4 The Only Digital Marketing System Recommended By... The One You Can Trust 2012 Agency Revolution, Inc.

5 Take Notes Write down this number (800) Please ask questions

6 Digital Marketing Made Easy 25 Secrets To Grow Your Agency Automatically How to get this report: Call (800) Visit digitalmarketing4agents.com

7 how many? 39,000, comscore Online Auto Insurance Report The One You Can Trust 2012 Agency Revolution, Inc.

8 how many? 106,301 per day 2010 comscore Online Auto Insurance Report The One You Can Trust 2012 Agency Revolution, Inc.

9 ONLINE QUOTES DOMINATED BY... 71% GEICO, Progressive & Esurance All others All others 29%

10 Yellow Pages 6% Toll Free 10% 72% USE THE INTERNET Others 12% Online 72% to research or purchase auto insurance Source: ComScore, 2010 Online Auto Report

11 JD Powers, 2011 Insurance Report First time in the survey s five-year history: a majority of new buyers of auto insurance initiated their policy purchase by applying for a rate quote online. 54% The One You Can Trust 2012 Agency Revolution, Inc.

12 JD Powers, 2011 Insurance Report new policy market share First time in the survey s five-year history: a majority of new buyers of auto insurance initiated their Web 6% policy purchase by applying for a rate quote online. 54% Agent 5% -5-6 The One You Can Trust 2012 Agency Revolution, Inc.

13 By 2012, 50% of searches will be MOBILE. Mobile is the future. Eric Schmidt, Chairman, Google The One You Can Trust 2012 Agency Revolution, Inc.

14 Are You Ready For The Smart Phone User? 900,000 mobile phones activated EVERY DAY The One You Can Trust 2012 Agency Revolution, Inc.

15 Are You Ready For The Smart Phone User? 35% read their smartphone before getting out of bed The One You Can Trust 2012 Agency Revolution, Inc.

16 Are You Ready For The Smart Phone User? 11% have SCREAMED at their smartphone trying to navigate a desktop website The One You Can Trust 2012 Agency Revolution, Inc.

17 Are You Ready For The Smart Phone User? 95% of smartphone users have searched for LOCAL businesses The One You Can Trust 2012 Agency Revolution, Inc.

18 Are You Ready For The Smart Phone User? 29% of smart phone users PURCHASE using their phone The One You Can Trust 2012 Agency Revolution, Inc.

19 Are You Ready For The Smart Phone User? 85% of smartphone users take action within ONE DAY after looking up local information The One You Can Trust 2012 Agency Revolution, Inc.

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22 What IS marketing, anyway?

23 The ACOR Process Attract Convert Retain Optimize The One You Can Trust 2012 Agency Revolution, Inc.

24 Then what is DIGITAL marketing?

25 The ACOR Process Realtor Campaign Agency Acquisition Campaign Local Search Google Reviews Centers of Influence SEO Proposal Process Mortgage Brokers PURL Postcards Lost Lead Warming Digital Insurance Office Attract Convert Task System Link Building Campaign Yelp Reviews Client Safety s Retain Optimize Testimonial Campaign Super-Smooth Claims Cross-Sell Welcome Kit Account Review Birthday Referral Program The One You Can Trust

26 Client Life Cycle New Prospect Reinstated Client New Client Lost Client Additional Policy Lost Policy New Claim The One You Can Trust

27 ATTRACT Customizable Campaigns SEO DIO Referrals Mortgage Brokers Real Estate Agents Car Dealers COI Lost Lead Reactivations Lost Souls The One You Can Trust

28 SEO DIO Referrals Mortgage Brokers Real Estate Agents Car Dealers COI Landing Page Quote Request Call In MobiQuote Lead Conversion Campaign The One You Can Trust

29 CONVERT Lead Conversion Campaign The One You Can Trust

30 CONVERT Lead Conversion Campaign Shoulder TapTM To Call Prospect Landing Page Video Smart Forms The One You Can Trust

31 CONVERT Lead Conversion Campaign Shoulder TapTM To Call Prospect YES No Can t Maybe I want a quote Thank You Reach Later The One You Can Trust

32 OPTIMIZE Lead Conversion Campaign YES I Want To Be Your Customer 1. Welcome Campaign 2. Referral Campaign 3. Testimonial Campaign 5. Account Review Campaign 4. Multiple Cross-Sell Campaign The One You Can Trust

33 RETAIN Retention Campaign 4. Birthday Card Campaign 1. Nurturing Campaign Commercial Personal Life Benefits 3. Report Card Campaign 2. Super Smooth Claims Process Campaign The One You Can Trust

34 ARE YOU... Are you continuously marketing to your customers and prospects? Are you doing it effectively and automatically? If you aren t, who is?

35 MAYBE YOU ARE DIGITAL MARKETING!

36 PATCHWORK QUILT PPC Marketing Automation Web Designer The technologies don t talk to each other You waste time managing multiple relationships Staying Current Social Media Expert

37 THIS SHOULD WORK, RIGHT?? Integrate with your AMS A/B Split Testing, PURL s, video Insurance Specific Campaigns Other advanced insurance marketing strategies NO NO NO NO

38 CAN YOU BE AN EXPERT AT EVERYTHING? AND STILL RUN AN AGENCY?

39 WHAT DRIVES US Make it easy for agents to grow by combining the best technology with the best in marketing

40 The ACOR Process Attract Convert Retain Optimize The One You Can Trust 2012 Agency Revolution, Inc.

41 ATTRACT

42 ATTRACT

43 ATTRACT MYTH: A SLICK LOOKING SITE WILL WORK

44 ATTRACT

45 ATTRACT #3 in 3 months Convenience Store Insurance

46 ATTRACT #3 in 3 months Convenience Store Insurance

47 ATTRACT LOW HANGING FRUIT WORK SMART, NOT HARD

48 ATTRACT EVERYTHING IS LOCAL

49 ATTRACT

50 ATTRACT HOW CAN I GET THIS TRAFFIC? Register with Google Places & Yelp Run a Reviews Campaign Create Quality Local Content Get Links!

51 ATTRACT REVIEWS CAMPAIGNS With every new customer, ask! If you don t ask, you won t get reviews Why Google reviews matter most WARNING: do NOT mass your clients requesting reviews!

52 ATTRACT TARGET THE LONG TAIL If you only target short keywords, you re missing a big opportunity Niche Markets Other Cities and Towns

53 ATTRACT TAKEAWAYS Identify long keywords Do people search them? Do you have rich content?

54 ATTRACT KEYWORD ANALYSIS Search Google Adwords Keyword Tool Identify search traffic for different phrases

55 SOCIAL MEDIA SUCCESS RULE Social Media Results = Influence X Size of Network

56 The ACOR Process Attract Convert Retain Optimize The One You Can Trust 2012 Agency Revolution, Inc.

57 CONVERT KEY QUESTIONS Does your website inspire confidence in your prospects and customers? Does it make you seem bigger than you are? (Or smaller?) Is your quote process engaging and interactive?

58 CONVERT KEY TO CONVERSION Follow-up Immediately If you don t, someone else will

59 CONVERT YOUR CENTERPIECE

60 CONVERT DESIGN FOR USE 1.Quotes 2.Research 3.Customer Service

61 CONVERT QUOTE FORMS

62 CONVERT QUOTE FORMS

63 CONVERT QUOTE FORMS

64 CONVERT QUOTE FORMS

65 CONVERT KEY QUESTIONS Does your agency quickly follow-up with new leads? Do your managers get notified when someone isn t following-up quickly? Do you have a process to maximize prospect conversion? Do you have a process to win back lost leads?

66 97701 You ll get TWICE THE LEADS! The One You Can Trust 2012 Agency Revolution, Inc.

67 The One You Can Trust 2012 Agency Revolution, Inc.

68 The One You Can Trust 2012 Agency Revolution, Inc.

69 The One You Can Trust 2012 Agency Revolution, Inc.

70 Roadside Assistance, ID Cards And Claims Mobile searchers want CONVENIENCE The One You Can Trust 2012 Agency Revolution, Inc.

71 Mobile searchers want CONVENIENCE The One You Can Trust 2012 Agency Revolution, Inc.

72 Mobile searchers want CONVENIENCE The One You Can Trust 2012 Agency Revolution, Inc.

73 Mobile searchers want INFORMATION The One You Can Trust 2012 Agency Revolution, Inc.

74 Lead Conversion Campaign The Magic Of Technology... AUTOMATIC MARKETING! The One You Can Trust 2012 Agency Revolution, Inc.

75 Mobile Optimized Website shoulder tap technology Immediate Follow-up Automatically starts your MARKETING CAMPAIGN! The One You Can Trust

76 Mobile Optimized Website Immediate Follow-up Automatically starts your MARKETING CAMPAIGN! The One You Can Trust

77 CONVERT THE LAW OF CONGRUENCY

78 CONVERT Contractors Insurance

79 CONVERT

80 CONVERT Rex Lesueur, Contractors Specialist SAMPLE LANDING PAGE

81 CONVERT WHY USE LANDING PAGES No distractions Maximizes Conversion Rate Rex Lesueur, Relevant to each individual ad

82 The ACOR Process Attract Convert Retain Optimize The One You Can Trust 2012 Agency Revolution, Inc.

83 OPTIMIZE KEY QUESTIONS Does your agency actively send cross-sell campaigns? Does your agency do Account Reviews? Does your agency have a Referral Program that gets1referral for every 5 clients? Do these happen automatically and systematically?

84 OPTIMIZE CROSS-SELL 90% 90% 68% More Revenue 45% 10% 38% 10 Year Retention Rate 23% 0% More Retention 1 Policy 2 Policies 3 Policies

85 OPTIMIZE SLICE & DICE Auto No Home Commercial No Umbrella Commercial No Personal Home No Auto 3 Home No Flood Life to More Life Policies Per Client Personal No Umbrella Personal No Life RV No Personal Umbrella To Affluent

86 OPTIMIZE ACCOUNT REVIEW Account Review 2 Months Prior: Positive Mindset Survey 1 Month Prior: Get Address 21 Days Prior: To Account Review 7 Days Prior: To Account Review

87 OPTIMIZE

88 OPTIMIZE

89 OPTIMIZE ACCOUNT REVIEW Account Review 2 Months Prior: Positive Mindset Survey 1 Month Prior: Get Address 21 Days Prior: To Account Review 7 Days Prior: To Account Review

90 OPTIMIZE Account Review Lucas Continued below...

91 OPTIMIZE

92 The ACOR Process Attract Convert Retain Optimize The One You Can Trust 2012 Agency Revolution, Inc.

93 RETAIN KEY QUESTIONS Does your agency create positive emotional bonds with your clients? Do you engage your clients with your marketing, or annoy? Do you touch your clients times a year?

94 RETAIN KEY QUESTIONS Does your agency create positive emotional bonds with your clients? Do you engage your clients with your marketing, or annoy? Do you touch your clients times a year? Do you do this systematically and automatically?

95 RETAIN EXAMPLES Quality Birthday Message Personal Holiday Card Sponsor Local Charities Account Review Survey Protection Advice Education Surveys Newsletter VS Poor Quality No Communication About the agent, not client No real relationship

96 RETAIN 4 TAKEAWAYS 1. Content - add value, don t take away 2. Structure - 2-way communications 3. Style - feels personal, not institutional 4. Technology - so it happens automatically

97 RETAIN Retention Campaign 4. Birthday Card Campaign 1. Nurturing Campaign Commercial Personal Life Benefits 3. Report Card Campaign 2. Super Smooth Claims Process Campaign The One You Can Trust

98 1 You Are Responsible The One You Can Trust 2012 Agency Revolution, Inc.

99 1 You Are Responsible Attract The One You Can Trust 2012 Agency Revolution, Inc.

100 1 You Are Responsible Attract Convert The One You Can Trust 2012 Agency Revolution, Inc.

101 1 You Are Responsible Attract Convert Optimize The One You Can Trust 2012 Agency Revolution, Inc.

102 1 You Are Responsible Attract Convert Retain Optimize The One You Can Trust 2012 Agency Revolution, Inc.

103 2 HIGH PROFIT HIGH GROWTH BUILT ON PROCESSES

104 3 THE TRAIN IS COMING

105 3 THE TRAIN IS COMING

106 4 TECHNOLOGY IS THE SOLUTION

107 QUESTIONS? Digital Marketing Made Easy 25 Secrets To Grow Your Agency Automatically How to get this report: Call (800) Visit digitalmarketing4agents.com

108 2012 Agency Revolution, Inc.