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PIA Agents: Changing Consumer and Internet Strategies

PIA Agents: Changing Consumer and Internet Strategies

Lucas Jans

June 12, 2012
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  1. Director of Innovation LUCAS JANS •Built first insurance marketing system

    for agents. •Managed $1mm PPC budget •Director of Innovation for Agency Revolution •Geek and marketer 2
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  10. WANT FREE TIPS? PRESENTED BY LUCAS JANS Twitter: agencyrev [email protected]

    facebook.com/agencyrevolution www.agencyrevolution.com 7
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  12. The internet is a lot of fun. The world is

    changing and we’re lucky to be here now! 1. FUN It’s better than the alternative! 2. IT’S WORK! Agencies have been marketing on the internet for 10+ years now. Avoid many of the common mistakes of the past 3. FIVE MISTAKES TODAY’S SESSION FUN! WORK! MISTAKES! 12
  13. The uncensored, unauthorized truth about agency internet marketing. 4. TRUTH

    Meet the modern consumer where they are, and where they are going to be! 5. THE FUTURE Agencies have been marketing on the internet for 10+ years now. Avoid many of the common mistakes of the past 6. RESULTS TODAY’S SESSION TRUTH! FUTURE! LOCAL! 13
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  15. © 2012 Agency Revolution, Inc. “Agency Revolution is the most

    amazing digital marketing system on the planet. I love how easy it is to use and how it does all my marketing for me. We consistently hit 96% retention and get new leads every day!” Claudia McClain 96% Retention 27
  16. © 2012 Agency Revolution, Inc. “We got 33% commission increase

    in our first year with Agency Revolution. We’ve now grown from $1.6 to $2.1 million in the soft market my competitors complain about. We owe it to the automatic marketing of Agency Revolution.” Pat Elzey 33% Increase In Commission 28
  17. © 2012 Agency Revolution, Inc. “$103,101 in New Commission 1st

    Quarter 2011 from Web Leads. Thank you Agency Revolution!” Grant Davis Over $100,000 In New Business ... One Quarter 29
  18. © 2012 Agency Revolution, Inc. “My Digital Insurance Office makes

    me look bigger and sharper than the big brokerages. I just stole a huge account because we blew the prospect away with our online presence. They didn’t know we’ve only been around for only18 months.” Joel Wagner WHINS Look Bigger Than Your Competition 30
  19. 48% of consumers don’t trust the insurance industry to “do

    the right thing” Edelman Consulting 38
  20. How can you use technology to stay in touch with

    your clients and build trust? ? 40
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  23. Likelihood of purchasing insurance online 2010 Report ComScore Auto Report

    Future Unlikely 39 % Future Unsure 25 % Future Likely 35 % 48
  24. Future Unlikely 22 % Future Unsure 45 % Future Likely

    32 % 39 % 25 % 35 % 2011 Report Likelihood of purchasing insurance online 2010 Report ComScore Auto Report Red herring Shrinking 49
  25. © 2012 Agency Revolution, Inc. GEICO Progressive Esurance Allstate The

    General SafeAuto Nationwide State Farm Liberty Mutual The Hartford 21st Century Travelers 2010 comScore Online Auto Insurance Report Online Auto Insurance Quote Requests Who gets them? 51
  26. © 2012 Agency Revolution, Inc. 0% 8% 15% 23% 30%

    Market Share GEICO Progressive Esurance Allstate The General SafeAuto Nationwide State Farm Liberty Mutual The Hartford 21st Century Travelers 2010 comScore Online Auto Insurance Report Online Auto Insurance Quote Requests Who gets them? GEICO, Progressive & Esurance: 71% of Quote Requests 51
  27. © 2012 Agency Revolution, Inc. 900,000 mobile phones activated EVERY

    DAY Are You Ready For The Smart Phone User? 53
  28. © 2012 Agency Revolution, Inc. 35% read their smartphone before

    getting out of bed Are You Ready For The Smart Phone User? 54
  29. © 2012 Agency Revolution, Inc. 11% have SCREAMED at their

    smartphone trying to navigate a “desktop”website Are You Ready For The Smart Phone User? 55
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  31. Have you used your mobile phone to find a local

    business? What was the best/worst of that experience? ? 56
  32. © 2012 Agency Revolution, Inc. 95% of smartphone users have

    searched for LOCAL businesses Are You Ready For The Smart Phone User? 57
  33. © 2012 Agency Revolution, Inc. Are You Ready For The

    Smart Phone User? 29% of smart phone users PURCHASE using their phone 58
  34. © 2012 Agency Revolution, Inc. 85% of smartphone users take

    action within ONE DAY after looking up local information Are You Ready For The Smart Phone User? 59
  35. © 2012 Agency Revolution, Inc. Google : 50% of searches

    will be mobile ... don’t lose half your leads! ™ 61
  36. © 2012 Agency Revolution, Inc. Three Books and 37 Courses

    on Marketing and Business Strategy 63
  37. © 2012 Agency Revolution, Inc. Three Books and 37 Courses

    on Marketing and Business Strategy NEW! 63
  38. 1. Insurance Agents matter 3. 1. 2. © 2012 Agency

    Revolution, Inc. Our Core Values 64
  39. 1. Insurance Agents matter 2. They’re in trouble 3. 1.

    2. © 2012 Agency Revolution, Inc. Our Core Values 64
  40. 1. Insurance Agents matter 2. They’re in trouble 3. They

    must... 3. 1. 2. © 2012 Agency Revolution, Inc. Our Core Values 64
  41. 1. Insurance Agents matter 2. They’re in trouble 3. They

    must... ‣ Move as fast as the world 3. 1. 2. © 2012 Agency Revolution, Inc. Our Core Values 64
  42. 1. Insurance Agents matter 2. They’re in trouble 3. They

    must... ‣ Move as fast as the world ‣ Be as digital as the consumer 3. 1. 2. © 2012 Agency Revolution, Inc. Our Core Values 64
  43. 1. Insurance Agents matter 2. They’re in trouble 3. They

    must... ‣ Move as fast as the world ‣ Be as digital as the consumer ‣ Re-gain the trust and the heart of the customer 3. 1. 2. © 2012 Agency Revolution, Inc. Our Core Values 64
  44. © 2012 Agency Revolution, Inc. “Wow you guys are really

    on the cutting edge. This is great!” Matt From American Hallmark 65
  45. © 2012 Agency Revolution, Inc. “You are so far ahead

    of your competitors. They will never catch up ... Nice!” Chuck From Safeco 66
  46. © 2012 Agency Revolution, Inc. “Mobile visits to the website

    are UP 71% since we went live with MobiQuote!” Tammy Lesueur, Bancorp Insurance 68
  47. © 2012 Agency Revolution, Inc. The first, FULLY INTEGRATED mobile

    optimized website for insurance agents INTRODUCING 69
  48. © 2012 Agency Revolution, Inc. Android • iPhone • iPad

    •Tablet MobiQuote Knows The Difference! 70
  49. © 2012 Agency Revolution, Inc. “By 2012, 50% of searches

    will be MOBILE.” “Mobile is the future.” Eric Schmidt, Chairman, Google 72
  50. © 2012 Agency Revolution, Inc. Because 50% of Searches will

    be mobile by 2012 Mobile Optimized Website You’ll get TWICE THE LEADS! 73
  51. © 2012 Agency Revolution, Inc. Because 50% of Searches will

    be mobile by 2012 Mobile Optimized Website You’ll get TWICE THE LEADS! 97701| 73
  52. © 2012 Agency Revolution, Inc. Mobile Optimized Website Mobile searchers

    want SPEED and MobiQuote delivers One-Tap Calling Contacts and Location Service 75
  53. ID Cards And Claims Mobile searchers want CONVENIENCE and MobiQuote

    delivers © 2012 Agency Revolution, Inc. Mobile Optimized Website 76
  54. Customers Can Contact Carriers Directly Mobile searchers want CONVENIENCE and

    MobiQuote delivers © 2012 Agency Revolution, Inc. Mobile Optimized Website 77
  55. © 2012 Agency Revolution, Inc. Mobile Optimized Website Easy Transition

    To And From Desktop Site Mobile searchers want INFORMATION and MobiQuote delivers 78
  56. © 2012 Agency Revolution, Inc. The Magic Of Technology... Lead

    Warming Campaign AUTOMATIC MARKETING! 79
  57. © 2012 Agency Revolution, Inc. New Prospects List = Future

    Income Survey - Follow-up Instant: Review Feedback Task Instant: Thank you for your feedback 81
  58. © 2012 Agency Revolution, Inc. CLIENT New Prospects List =

    Future Income Survey - Follow-up Instant: Review Feedback Task Instant: Thank you for your feedback 81
  59. © 2012 Agency Revolution, Inc. New Prospects List = Future

    Income AGENT ‣ No Duplicate CRM Entry ‣ Automatically Creates Contact Page ‣ CSR Customized “Triggers” ‣ Starts Lead Conversion Campaign Survey - Follow-up Instant: Review Feedback Task Instant: Thank you for your feedback 81
  60. New Prospects List = Future Income © 2012 Agency Revolution,

    Inc. Quote Conversion Instant: “Shoulder Tap” Day 3: Call Again Instant: Follow-Up Email Day 4: Call Again Day 1: Call Me Back Email Day 24: Last Try Day 24: Rejects Quote 82
  61. Instant “Shoulder Tap” Congrats! You have a new insurance quote.

    Type: Auto Category: Personal Instructions: 1) Please follow-up with this prospect as soon as possible: 2.A) If you cannot reach the prospect, then complete this task 2.B) If you reach the prospect, complete the task and immediately remove them from #QuoteForm Follow-Up - FF2 For detailed instructions on this campaign, visit: Continued... New Prospects List = Future Income © 2012 Agency Revolution, Inc. Quote Conversion Instant: “Shoulder Tap” Day 3: Call Again Instant: Follow-Up Email Day 4: Call Again Day 1: Call Me Back Email Day 24: Last Try Day 24: Rejects Quote 82
  62. Instant: Follow-Up Email John, I appreciate the opportunity to help

    you with your Insurance. And here's great news... You can relax now, because at WHINS Insurance Agency we automatically shop for you and find you the best deal possible! How? As independent agents we'll find you the best deal from some of the best companies in the state. You don't have to do anything else. Just sit back, relax, and let us bring the best deal to you! It couldn't be any easier. Plus, we'll guide you through your protection decisions with clarity, expertise and caring, so... You get the protection that's right for you, and... http://support.agencyrevolution.com/entries/467529-implementation-instructions Continued... New Prospects List = Future Income © 2012 Agency Revolution, Inc. Quote Conversion Instant: “Shoulder Tap” Day 3: Call Again Instant: Follow-Up Email Day 4: Call Again Day 1: Call Me Back Email Day 24: Last Try Day 24: Rejects Quote 82
  63. Day 1: Call Me Back Email Subject: Your insurance quote

    as promised Dear John, Hi. I called you yesterday and still haven't heard from you. Maybe my message fell through the cracks. Here’s the story. I worked with a client just like you and saved them 37% on their insurance. I still have a couple of questions for you, but I’m really excited that we can put money back in your pocket! CALL ME, (818) 233-0838 Darren Hasson WHINS Insurance Agency Continued... New Prospects List = Future Income © 2012 Agency Revolution, Inc. Quote Conversion Instant: “Shoulder Tap” Day 3: Call Again Instant: Follow-Up Email Day 4: Call Again Day 1: Call Me Back Email Day 24: Last Try Day 24: Rejects Quote 82
  64. New Prospects List = Future Income © 2012 Agency Revolution,

    Inc. Quote Conversion Instant: “Shoulder Tap” Day 3: Call Again Instant: Follow-Up Email Day 4: Call Again Day 1: Call Me Back Email Day 24: Last Try Day 24: Rejects Quote Lost Lead Warming Campaign! Launches Lost Lead Warming 82
  65. © 2012 Agency Revolution, Inc. New Prospects List = Future

    Income Lost Lead Warming 5 Months: Follow-Up 11 Months: Follow-Up Instant: Follow-Up Email 83
  66. © 2012 Agency Revolution, Inc. Instant Follow-Up Email Subject: Sorry

    It Didn't Work Out John, I'm sorry. We tried to earn your business. And we failed. I hate that. And I hope we didn't let you down. Will you help me out for a quick moment? It's important to me that I understand what we did wrong. Could you visit my feedback site and tell me what we should be doing better. We want to be the best we can, and the only way is to hear from you. It'll only take about ten seconds. Here's the site: lucas2.viprespond.com/lwv2ff Thanks so much. Continued... New Prospects List = Future Income Lost Lead Warming 5 Months: Follow-Up 11 Months: Follow-Up Instant: Follow-Up Email 83
  67. © 2012 Agency Revolution, Inc. New Prospects List = Future

    Income 5 Months Follow-Up Subject: Follow-up to your insurance quote 5 months ago Hi John, About 5 months ago you asked me about your insurance. Great news ... I can even save you more money than before. Do this .. Hold off on your next payment or renewal and call me right away. I'll shop for the best deal. You don't have to do a thing. The number's (541) 330-2300. Or go here lucas2.viprespond.com/lwffquoteagain and I'll call you. Lucas Jans Agency Revolution [email protected] (541) 330-2300 Your mega insurance protection specialists Continued... Lost Lead Warming 5 Months: Follow-Up 11 Months: Follow-Up Instant: Follow-Up Email 83
  68. © 2012 Agency Revolution, Inc. 11 Month Follow-Up Subject: Your

    insurance quote as promised Hi John, About 11 months ago you asked me about your insurance. Great news ... I can even save you more money than before. Do this .. Hold off on your next payment or renewal and call me right away. I'll shop for the best deal. You don't have to do a thing. The number's (541) 330-2300. Or go here lucas2.viprespond.com/lwffquoteagain and I'll call you. Lucas Jans Agency Revolution [email protected] (541) 330-2300 Your mega insurance protection specialists Continued... New Prospects List = Future Income Lost Lead Warming 5 Months: Follow-Up 11 Months: Follow-Up Instant: Follow-Up Email 83
  69. © 2012 Agency Revolution, Inc. DONE - FOR - YOU

    AUTOMATIC LIST MANAGEMENT 6 Most Lucrative Leads 86
  70. © 2012 Agency Revolution, Inc. Clients Referrals “Lost Souls” “Lost

    Leads” DONE - FOR - YOU New Prospects Centers of Influence AUTOMATIC LIST MANAGEMENT 6 Most Lucrative Leads 86
  71. © 2012 Agency Revolution, Inc. Each Outcome Triggers a Different

    Sequence Lead Conversion DONE - FOR - YOU ‣ Completely Customizable ‣ Automatically Set-Up ‣ Emails Driven to Landing Page ‣ Includes Emails, Postcards, “Shoulder Taps” 87
  72. Campaigns The ACOR Process™ SEO Proposal Process Lost Lead Warming

    PURL Postcards Task System Cross-Sell Account Review Local Search Referral Program Super-Smooth Claims Welcome Kit Client Safety Emails Digital Insurance Office 89
  73. Client Retention = Continued Income © 2012 Agency Revolution, Inc.

    Clients AUTOMATICALLY RETAIN “Shouder Tap” 90
  74. Client Retention = Continued Income © 2012 Agency Revolution, Inc.

    Clients ‣ Touch clients 17-21 times a year ‣ Path & Plan ‣ Puts you where the money is ‣ Report card AUTOMATICALLY RETAIN “Shouder Tap” Personal Touch 90
  75. Referral List = Future Income Referrals © 2012 Agency Revolution,

    Inc. AUTOMATICALLY OPTIMIZE “Shoulder Tap” 91
  76. ‣ Email gathering campaigns ‣ Niche specific nurturing messages ‣

    Super-smooth claims process ‣ The referral generator Referral List = Future Income Referrals © 2012 Agency Revolution, Inc. AUTOMATICALLY OPTIMIZE “Shoulder Tap” Pre-Built Campaigns 91
  77. “Lost Souls” List = Continued Income © 2012 Agency Revolution,

    Inc. “Lost Souls” “Shoulder Tap” AUTOMATICALLY CONVERT 92
  78. ‣ Insurance lapse ‣ Lost to another agency “Lost Souls”

    List = Continued Income © 2012 Agency Revolution, Inc. ‣ Automatic recognition ‣ Integration AMS “Lost Souls” “Shoulder Tap” Engine will let you know! AUTOMATICALLY CONVERT 92
  79. ‣ Track response ‣ Detailed marketing reports Lost Leads List

    = Future Income Lost Leads © 2012 Agency Revolution, Inc. ‣ Time based follow-up ‣ Easy to use AUTOMATICALLY CONVERT “Shoulder Tap” Handle Outcome And Non Responsive Leads 93
  80. “Shoulder Tap” New Prospects List = Future Income © 2012

    Agency Revolution, Inc. New Prospects AUTOMATICALLY ATTRACT 94
  81. ‣ Two ways to communicate ‣ Personal video email ‣

    Personalized “Welcome Kit” ‣ Built-in content “Shoulder Tap” New Prospects List = Future Income © 2012 Agency Revolution, Inc. New Prospects A Marketing System That Grows Your Agency AUTOMATICALLY ATTRACT 94
  82. Centers Of Influence List = Future Income © 2012 Agency

    Revolution, Inc. Centers Of Influence “Shoulder Tap” AUTOMATICALLY OPTIMIZE 95
  83. ‣ Awesome referral system ‣ All automated ‣ Cross sell

    campaigns ‣ Account reviews Centers Of Influence List = Future Income © 2012 Agency Revolution, Inc. Centers Of Influence “Shoulder Tap” Marketing Automation Functions AUTOMATICALLY OPTIMIZE 95
  84. © 2012 Agency Revolution, Inc. In Seconds MobiQuote Provides 1.

    “Shoulder Tap” notifies staff of quote requests 2. A persuasive marketing campaign 3. Call and GPS directions to your office 4. Initiates Service Requests 5. Initiates claims, roadside assistance 6. Fast load time Take 100% Control Of Your Mobile Marketing All features are just a single “TAP” away! 96
  85. © 2012 Agency Revolution, Inc. ‣ Pre-Optimized for high search

    rankings ‣ Does what people want ‣ FAST ‣ RESULTS ‣ Let’s you provide 24 hour service ‣ Makes you look like a leader ‣ Up and running in minutes Don’t Let Your Agency Die On “YESTERDAYS” Internet 97
  86. © 2012 Agency Revolution, Inc. “31.5% of our visitors came

    from a mobile device last month.” Eric Most 98
  87. © 2012 Agency Revolution, Inc. “31.5% of our visitors came

    from a mobile device last month.” Eric Most 31.5% From Mobile Last Month 98
  88. © 2012 Agency Revolution, Inc. For A LIMITED TIME! FREE

    with Firefly & Agency Revolution! Visit www.Mobi-Quote.com or Call 800-606-0477 99
  89. HOW CAN I RANK WELL IN LOCAL? •Quantity of citations

    •Consistency of citations •Quality reviews •Recent reviews •Google Places Account •Links from Local Businesses •Traditional Search Engine Optimization •Physical Address in Location of Search •Owner-verified Places account •Proper categories in Places account •Consistency of Name, Address & Phone •City, State in website Title 103
  90. GOOGLE LOCAL •Search for existing account •Claim account(s) if already

    exists •Remove duplicate accounts •Setup account •Verify account 109
  91. 110

  92. LOCAL BUSINESS LINKS • Local Community Organizations • Better Business

    Bureau (BBB) • Local Newspaper(s) Website • Local Magazine(s) Website • Local Chamber of Commerce Website • Local Library Website • Local Visitor Center Website • Ask your carriers and partners • Top commercial clients • Industry affinities • Government Links are Gold! • Write an article for a local newspaper or hyperlocal blog • Donate to a charity and ask for a link in return (Gold!) • Give a testimonial for a vendor and get a link in return! (Ask us?) 111
  93. WEBSITE OPTIMIZATION •Use City and State in title •Include local

    phone number on website •Use consistent NAP on website •Don’t use an image to display phone number •Localize content on site (mix in local references) •Use microformats when using address (h.card) 112
  94. HOW TO HANDLE MULTIPLE LOCATIONS •10+ locations? Bulk upload tool

    with Google Places •Website optimization: unique page for each location 113
  95. HOW URGENT IS THIS? •For our clients, mobile traffic is

    doubling every year •Each client is different, depending on location •Typical is 12% mobile •We see most between 6% and 20% now •Mobile searches are growing 115
  96. REVIEWS CAMPAIGN •Message One •Hand pick 2%-5% of your customer

    base •Drip over 4 weeks •Could be included in Welcome sequence •Message Two •Send after a positive phone call 123
  97. WANT FREE TIPS? ? PRESENTED BY LUCAS JANS Twitter: agencyrev

    [email protected] facebook.com/agencyrevolution www.agencyrevolution.com 125