The Secrets to Selling Insurance Online

THE GROWTH OF ONLINE INSURANCE The way insurance is marketed and sold today has forever changed, yet few producers understand how the process works. To help educate you on the new online opportunity, we put together this chart to give you an inside peek into the online sales process. Auto insurance shoppers gathering information online Percent of respondent Annual online quotes Millions 23 8.6 19 80% +30% p.a +13% p.a MILLION 86 39 People ran quotes on the Federal Insurance shoppers are using the Internet during their purchase process. Healthcare Source: McKinsey Auto Insurance Buyers Survey, McKinsey CDJ Auto Insurance Survey, comScore Exchange in the first three days it was open. THE ONLINE INSURANCE MARKETING FUNNEL STAGE O: The "Great Online Masses" STRATEGIES to get visitors to your website SEARCH ENGINE OPTIMIZATION PAY PER CLICK ADVERTISING SOCIAL NETWORKS WEBSITE REFERRALS MARKETING When someone visits your website, they become a... STAGE 1:Website Visitor REMARKETING COOKIE SET STRATEGIES to get website visitors to give you their email: REMARKETING DOWNLOADS/ GIVEAWAYS LANDING PAGES WEBINAR REGISTRATIONS CLEAR CALLS TO АCTION Once a website visitor gives you their email, they become a... STAGE 2: Lead BEGIN EMAIL STRATEGIES to generate product interest in leads: MARKETING DRIP MARKETING PRODUCT-FOCUSED EMAIL CAMPAIGNS WEBINAR INVITATIONS HOW REMARKETING WORKS ? NEWSLETTER SHARE BLOG CONTENT REMARKETING Your website is visited When a lead shows interest in aspecific product, they www. become a... IN THE "OLD WAY", STAGE 3: Prospect THIS IS WHERE THINGS BEGAN. A cookie is installed STRATEGIES to schedule a sales presentation with prospects: AGENTS WOULD ADVERTISE IN THE YELLOW PAGES OR RUN DIRECT MAIL CAMPAIGNS AND PHONE CALL LIVE CHAT WAIT FOR THE PHONE TO RING AGENTS COULD ALSO PURCHASE EXPENSIVE LEADS AND AGGRESSIVELY WORK THE PHONE. Your Adis shown on the display network ONLINE QUOTES ONE-TO-ONE EMAIL ADVERTISEMENT 66 99 When a prospect accepts a sales presentation, they become an.... Engaged Prospect STRATEGIES to get prospect to submit an application for a policy: IN-PERSON SALES SALES ONLINE SALES SALE ONLINE APP When an engaged prospect submits an app, they are on their way to becoming a... Want to learn more about the online insurance marketing funnel? Go to www.whyaim.com/funnel CUSTOMER LET'S SEE HOW-ITALL-WORKS Example: Selling Critical Illness Insurance Online 0. Agent posts a new article to their blog Agent writes a blog post "Don't Miss Out on The Tax Benefits of Long Term Care Insurance." 1. Agent shares a blog post on LinkedIn in They share their new blog post to their contacts on on Linkedin. 2. A new kind of referral One of the agent's networking connections, an accountant, sees the blog post. They reshare it to their contacts and link to it in their quarterly newsletter. 3. One of the accountant's customers O follows the link A customer of the accountant sees the link and clicks through. They read the article and click around on the agent's website where they end up reading about critical illness insurance. A remarketing cookie gets set... 4. Remarketing Banners The agent runs remarketing banners to visitors who have been to their critical illness page on the website, offering a free guide "Surviving Critical Illness Financially". The banner ads run for a few months 5. Relevant Calls To Action at the right time A college friend of the prospect diagnosed with cancer. The prospect sees how financially devastating critical illnesses can be. With this in the back of their mind, they stumble into one of the agent's banners to get the free"Surviving Critical Illness Guide". They'd ignored these ads in the past, but today they click through... 6. Conversion Focused Landing Page The prospect lands back on the agent's website, straight to the page where they can download the guide. They fill out the form, get the guide, and start reading. 1. A qualified lead lands in the agent's lap While the prospect is reading their guide, the agent gets notified of their new lead. They pick up the phone and call the prospect to talk about critical illness 8. Instant Online Sales Presentation The agent called right away & the prospect is still at their computer reading about surviving critical illness. The topic is top-of-mind and things turnquickly from an introduction into a salespresentation. The agent opens up their screenshare tool and begins the presentation.. ,, 9. Online Quoting and Application During the sales call, the agent and the prospect select the right product, go over the pricing details, and together fill out the application. The agent sends the completed application to the prospect for a signature and then off to the carrier for underwriting. 24 S SALE Want to take your business online? Get a complete Digital Marketing Platform built to sell insurance at: www.connectedagent.biz AMERICAN INDEPENDENT AIM MARKETING SALES- -MARKETING- Current 2003 Current 2004