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Marketing to the Connected Generation
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• Director of Marketing, CIC
– The Murray Group Insurance Services, Inc
• Creator/Editor – www.RyanHanley.com
• Author
– No BS Guide to a Successful Blog
– www.FreeBloggingGuide.com
• Producer of
– The Content Warfare Podcast
– www.ContentWarfarePodcast.com
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The Connected Generation
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Text
This is the Connected Generation
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This is the Connected Generation
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This is the Connected Generation
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“The Connected Generation communicates, builds relationships
and makes buying decisions using digital and social media.”
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Marketing to the Unconnected Generation
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We are no longer the
Gatekeepers of our
Insurance Expertise..
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Zero Moment of Truth
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The Connected Generation chooses us
...on their own time,
...based on their own research and
...their own value system.
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In order to be chosen, we must first be found...
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What Social Media Should I Use?
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GoogleRewards
Those Who
Serve the
Connected Generation
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11.7sources of information needed before an insurance consumer
decides to purchase
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60%percentage of the B2B buying
decision made before contacting sales representative
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Work.
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What.
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Why?
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Search Content Marketing
How Independent Insurance Agents Harness Search Content Marketing to Capture Leads and
Grow New Business Revenue
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“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
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Content Marketing...
...a broad term used to describe the various methods with which we deliver our message of value to consumers.
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No Action No Traffic
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• Answered 100 Insurance Questions
– By video
– In two minutes of less
– Posted on YouTube
• Create a corresponding blog post
– Embed YouTube video
• Share on Twitter, Facebook, Google+, LinkedIN
• Use email newsletter to accelerate sharing
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“If you could only have one insurance question answered
what would it be?”
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Lots of Action, Lots of Traffic
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Search Content Marketing Works 24 Hours a Day
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Still Going Up!
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Worn Calipers and
the Words we Use
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Content Marketing allows the Connected Generation to find us in their time of need...
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Content Marketing Includes:
BloggingSocial Media
VideoPodcastingSlideshows
ImageseBooks
InfographicsWhitepapers
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There are
many different
forms of content marketing
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}Specific forms
of content move prospects
through the various
stages of your marketing
funnel
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Follow a consistent blogging format that Internet users are familiar with
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Social Media
• Twitter• Google+
• YouTube
• Pressgram• Yelp
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Client Testimonials
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Google wants you to use Google products
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Google Authorship
Up to 47% increase in click-through rate
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Google+ Rich SnippetsYouTube Rich Snippets
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Business posts are a necessity… But make them relevant to your clients concerns
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Every post does not need to be professional or insurance related
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Show your support for the community
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Show the Human Side of Your Business
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Support Those Who Support You
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ToolsDo more with less
57
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Pressgram
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Schedule Social Updates
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1. Determine your why.2. Start asking questions.3. Answer them on video.
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• Director of Marketing, CIC
– The Murray Group Insurance Services, Inc
• Creator/Editor – www.RyanHanley.com
• Author
– No BS Guide to a Successful Blog
– www.FreeBloggingGuide.com
• Producer of
– The Content Warfare Podcast
– www.ContentWarfarePodcast.com