Marketing Opportunities: Nick’s Insurance
Recap your online marketing objectives:
o More interactive website – more than just an online brochure
o Measurable online results – increased traffic and leads
o An automated way to move prospects through the buying cycle, support your sales team
Goals for this meeting:
 Discuss the core elements of Inbound Marketing and how it might achieve your goals
o Why you need a “system” – not just a website
 Show you how my website and how other insurance organization’s websites are growing through the use of
the inbound marketing process
 Demonstrate the key features of the Hubspot system
 Answer your questions, discuss next steps
What is Inbound? Why Should I Use It?
*Source: Hubspot 2011:
“Four Core Services of Inbound Marketing”
Outbound
Inbound
Puts your promotional materials in front of
prospects. They must interrupt what they
are doing to interact with you.
Attracts prospects to your website when
it’s convenient for them, on their terms.
They’re engaged, ready to listen.
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Direct Mail
Email Marketing
Sales Calls
Telemarketing
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
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Search engine optimization
Online referrals
Blogging
Social media
Value-based lead nurturing
What Happens When You Add Inbound?


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You interact in the way each prospect prefers
You light the way for interested buyers to find you
You build a “snowball” of site traffic and leads
You automate part of the process of moving prospects through the buying cycle
Four insurance industry case studies from June 1, 2012
insurancecopywriting.com
(on Hubspot since December 2011)
Company b
Company c
Company d
Monthly
Traffic
BEFORE
Monthly
Traffic
AFTER
Monthly lead
conversions
BEFORE
Monthly lead
conversions
AFTER
Social
media
leads
BEFORE
Social
media
leads
AFTER
705
2,120
19
114
8
78
3,338 6,955
7,050 8,654
?
624
120
3
0
437
41
8
6
0
0
97
10
6
My Company’s Results
InsuranceCopywriting.com Six Month Trending –
December 2011 through May 2012





67% increase in monthly site traffic
41% increase in organic search
82% increase social media traffic
83% increase in lead generation
Nurturing and social media join the mix – previously
ignored
Factors that Influence Website Performance
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


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Blogging
Enticing offers with user-friendly landing pages
SEO = More traffic on site
Presence in social media
Follow up nurturing to invite return visits
Real Data from 4,000 Businesses
Hubspot tracked the results of 4,000 customers to determine the impact of inbound marketing. Their results were
published in the 2011 e-book, “Lead Generation Lessons from 4,000 Businesses.” Below are a few highlights:
 Businesses that blogged 16 to 20 times a month got three times as many leads as those who didn’t.
 Businesses with more than 200 blog articles got 3.5 more leads than those with fewer than 20 blog posts.
 Businesses with 31 to 40 landing pages got seven times more leads than those with 1 to 5 landing pages.
How Hubspot Software Makes It Easy
 Sources – see where traffic and leads come from / where to spend your money
 Lead intelligence – lead / prospect tool
 Keyword tool
 Blogging tool – integrated with keyword analysis and social media
 Easy social media publishing
 Easy landing page development
 Lead nurturing workflows to increase sales readiness (what happens with/without)
 Intelligent marketing decisions
Questions & Next Steps
 Do you think your company could benefit from these features?
 How much would this boost your lead generation and lead nurturing abilities?
 If you could double your site traffic and double your site’s lead generation over the next year, what would it
mean to your bottom line?
 What are your concerns?
 Would you like to know what this costs?
 Could this potentially fit into your budget, now that you know the potential results?
 Would you like me to prepare a detailed proposal?