7 critical digital marketing trends for insurance agents & brokers in 2017

Today’s Presenter
Michael Jans
Executive Chair,
Agency Revolution
Investor #insurtech for
agents & brokers
www.linkedin.com/in/michaeljans
www.twitter.com/michaeljans
facebook.com/AgencyRevolution
www.agencyrevolution.com/blog

21 page white paper.
Complimentary copy
for attendees.

© 2017 Agency Revolution, All Rights Reserved
7 Critical Digital Marketing Trends
for Insurance Agents & Brokers
What you’ll learn:
ROI: the best bang for your buck.
How to double your response with less
work
How to get your staﬀ excited about digital
What you must know about mobile, SEO,
marketing automation, social media and
much, much more
intro

How do we know?
5,000 conversations with agents &
brokers
Surveyed 15,000 subscribers
100 industry & tech thought leaders
In-depth ﬁeld research with our clients
intro

now more than ever
They read digital. They research
digital. They watch digital. They
listen digital. They shop digital.
They communicate digital. They
carry digital in their pocket. They
expect you to be with them -
digital.
changing
consumer

now more than ever
changing
industry

Trend #1: Jumping
the‘digital divide.’
More agents & brokers are accelerating
their commitment to digital marketing
as a way to connect with their
customers & marketplace.
#1

research online
#1

trust online reviews
(as much as friends)
#1

check email daily
#1

“no value from agent”
#1

small business:
would buy online
#1

Digital Marketing
Strategy
Marketing
Strategy
Strategy

The ACOR + Marketing Model
+ Delight
at every stage of the process
Attract Convert Optimize Retain
Leads Prospects Buyers Clients Promoters

Action
leaf: will blow away
branch: will help
but disconnected
trunk:
the customer is central
#1

Trend #2: Finding ROI
After dealing with the challenges of finding
ROI in social media, more agents are
investing in marketingautomation as a
way to connect more deeply with their
customers & marketplace – and to deliver
ongoing value.
#2

#2

“The Direct Marketing Association cites a
43:1 ROI with email marketing.”
#2#2

now more than ever
Now your marketing automation can
literally run your marketing
automatically. Nurturing leads.
Welcoming new customers.
Nurturing customers. Reaching out
when claims are made. Reaching out at
renewal. Cross selling. Generating
referrals. Generating online reviews.
#2

The Lifelong Conversationtm
Thank you.
Let's agree.
Here's your journey.
Meet the team.
Our values.
Shepherd's watch 
Quarterly if it's
commercial.
Referral
Testimonial
New
customer
Happy
birthday
5 month
check in
Would you do
me a favor?
Here's why we
are diﬀerent.
New lead
I’m sorry.
But I still want
a relationship
with you.
Lost lead

The Lifelong Conversationtm
Google Review.
Lagniappe.
Track list of FAQs.
Stop selling on price.
Always round the account.
Always ask for referrals.
Sympathy.
Here to help.
Expertise.
I'm a nuisance.
But it's because
I care.
"Deepening
relationship”.
I won't give
up on our
relationship.
Looking for speciﬁc gaps. Twice a yearAccount Rounding
12 times a year.Value Nurturing
Lost SoulClaimCSR:
Possible
gaps
Account
Renewal

Action
Create deeper relationships with your leads
& customers
Deliver ongoing value
automatically with marketing automation
(that integrates with your management system)
#2

Trend #3: The Digital Staﬀ
More agents & brokers are realizing
that digital marketing can’t be
disconnected from their team.
Rather, the team must be aligned
with and capable of supporting the
goals of growth inherent in digital
marketing.
#3

Action
The Meaningful Conversation with staff:
1. Take better care of your clients
2. Automate your workflows
3. Give clients more confidence
Management:
- Invest in the education and staffing
to get the job done
#3

Trend #4: Mobile
world, mobile agent.
As consumers consume more
content on mobile devices,
more agents & brokers show
their commitment to reach
them where they are – onthose
mobiledevices.
#4

Trend #4: Mobile
“I don’t want phone calls from
my insurance provider!”
84%
#4

Trend #4: Mobile
20% of millennials only consume the internet on mobile phones.
#4

Trend #4: Mobile
Non-responsive website:
Penalized by Google
Visitors won’t engage
#4

Trend #4: Mobile
Your email must also be responsive
#4

Action
Make certain your website is‘responsive
design’
Make certain your email marketing is
responsive
#4

Trend #5: Marketing
That People Love.
More agents & brokers have realized that
people‘want conversations’not ads – and
they’re paying more attention to the quality of
the content that represents them in the world.
#5

Trend #5: Marketing
That People Love.
People don’t want ads.
They want conversations.
#5

Trend #5: Marketing
That People Love.
#5

Action
Website:
Deliver content that the people you want,
want to read (and see and hear)
Blog regularly
Ask your entire team to keep a running list of
questions and concerns raised by your
clients
Do NOT blog for search engines. Blog for
people.
#5

Action
Social:
Deliver content that the people you want,
want to read (and see and hear)
Post on a schedule. (Use a content
scheduler.)
Balance your content on a formula: e.g.,
15/5/1. More value. Less sales.
#5

Action
Marketing Automation:
When they are most receptive. (Examples:
new lead, new client, claim open, claim
closed, birthday, approaching renewal, etc.)
Who they are. (Examples: home, no auto.
Segment and sub-segment.)
Why they want to know. (Examples: natural
disaster, newsletter, protect their business,
family, etc.)
#5

Trend #6:
Platform Fatigue.
#6

Trend #6:
Platform Fatigue.
#6
Platform fatigue. More agents &
brokers are fed up with the‘dazzle’of the
ever-changing social media world – and
focusing on the platforms that matter
most.

Action
DO: Focus on the platforms that matter most.
Facebook. Almost everyone is there.
LinkedIn - the‘professional’network:
Posting for short content & links to other content.
Groups for engagement.
Pulse for long-form content.
Always add value.
Instagram. Leans younger.
Twitter. Start by following. See if your audience is there.
Do: Follow best practices.
Do NOT: chase vanity statistics.
#6

Trend #7:
The visual broker.
More agents & brokers are realizing the power
of online video – and using it to connect with
their customers and marketplace.
#7

Trend #7:
The visual broker.
#7

Action
DO: upload video to your website.
DO:‘Be yourself’in video.
DO: use video on social media.
#7

7 Critical Trends
1. Jump the digital divide.
2. Find ROI with marketing automation.
3. Align your staﬀ around digital marketing.
4. Upgrade to mobile, responsive web & email.
5. Create content that people love.
6. Focus your social media where it matters.
7. Use video to connect.
7 trends

Convenience
3
Peace
of Mind
2
Price
1
digital direct captive indepen’t

The ACOR + Marketing Model
+ Delight
at every stage of the process
Attract Convert Optimize Retain
Leads Prospects Buyers Clients Promoters
more value
more expense

Core Strategy

Always Get The Latest Strategies, Tactics & Breakthroughs

Explore marketing automation for your agency or brokerage.

Join the conversation.
Thank you!
www.linkedin.com/in/michaeljans
www.twitter.com/michaeljans
facebook.com/AgencyRevolution
www.agencyrevolution.com/blog

7 critical digital marketing trends for insurance agents & brokers in 2017

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7 critical digital marketing trends for insurance agents & brokers in 2017