 There's absolutely two types of marketing in the insurance marketing world. I'm gonna cover a meat So there's two main ways to drive Facebook leads for insurance marketing one really really change in the game We spent 12 million dollars on insurance marketing in 2019. Here's the three biggest things that we've learned My name is Landon MacArthur. I'm one of the managing partners of secure agent marketing We spent 12 million dollars on insurance marketing in 2019 on behalf of us and our clients marketing conferences events Seminars leads final expense term mortgage protection medicare medicare sub you name it. We've done it recruiting Etc. Right, so I want to make sure that you guys know that there's three main things that I've learned on my way To 12 million dollars spent the first thing that I want to go through is I've found that there's there's absolutely two types of Marketing in the insurance marketing world. I'm gonna cover them each one is just purely development You're a producer or you have a team of producers You need people to talk to the biggest thing standing in the way between the producer and revenue is Leads and people to talk to so most of our conversations. I would say three out of four of our conversations ends up around some sort of lead production lead Actual activity whether it's Facebook Google social media in organic search engine optimization website Whatever it is. So that's usually the primary way that people tend to look at insurance marketing The second thing that I find larger businesses doing that are more invested in driving quality inbound traffic or Quality leads to them is working on their brand their brand development their identity This is coming the form of doing like website or video production explainers Maybe putting together some more complex marketing funnels that aren't just focused on leads It's like, you know, there's there's a there's a quality of lead that you can accomplish That is better than if you just want to get as many leads as you can possibly through social media, right? So if you're doing multi-state campaigns, we can do Facebook leads for four or five bucks if we if we need to But if you want to go for a quality lead that's health qualified that has a bank account that let's just say has answered some Qualifying questions. There's things that you can do along the marketing funnel that can qualify that lead and those businesses that want those quality leads that aren't as Focused on cost per lead. There's a lot of things you can do as well that way The second thing that we've learned is that good grief does this landscape change? I cannot tell you how many times I have we have switched up the actual way that we're generating leads or doing marketing What I mean is is during AEP There's a different strategy that we found worked better than the strategy that we had the entire year and once you know after AEP One of those strategies actually Started to work again first for whatever reason so one of the things I'll give you an example of that So there's two main ways to drive Facebook leads for insurance marketing one is what's called internal lead forms The second way to do is called landing page conversion campaigns So there's two different ways to actually drive Facebook leads landing page conversion campaigns are thought to be more quality Sometimes more expensive But better quality because you're leaving Facebook and going to the actual landing page and filling out your lead form that way It also gives you more flexibility to ask more qualifying questions Since you're taking them off the Facebook platform the landing page conversion campaign Sometimes can but drive a more quality lead When I first I mean when I first started getting an insurance marketing, you know about nine ten months ago Lending page conversion campaigns were so much more expensive per lead than what lead Forms were that it almost didn't make sense at all Well, then for some reason that kind of flip-flopped where all of a sudden landing page conversion campaigns were giving a better quality Higher cost per I'm sorry higher quality lead lower cost per lead than even lead forms The reason that was happening was because during AEP all the people were throwing tons and tons of money at Facebook marketing Carriers, etc. We're all driving up lead costs on the lead forms and the way that Facebook works is giant auction So the more people that are doing lead forms the the more expensive it's going to be so that actually raised the lead form cost We had campaigns that were landing per landing page conversion campaigns that are running cheaper than lead forms Which was kind of crazy. So it's just like this constant balance. Sometimes landing page conversion works Cheaper per lead. Sometimes it's lead form. You got to make sure that you're doing both of those things You also honestly want to kind of be doing both at the same time if you're a good marketer Now what's interesting too is is I've talked to people that would swear by the landing page conversion campaign And I have people that'll swear by the lead form campaign, right? So it's really weird how it all works You got to make sure you find a good flavor for what you're doing because the way that we just generate leads I can't I feel sorry for anybody that is like, you know Trying to not be full-time marketing and then also do their own Facebook like campaigns That seems impossible to me to actually do it the right way I mean if you're getting frustrated and you're doing your own lead campaigns, then I can I I feel for you You shouldn't be doing that. You should be hybrid professionals do that for you now Admittedly I've only been in the insurance marketing space exclusively for about nine months But I've been doing digital marketing for, you know, seven years really ever since Facebook being a platform a paid platform I was doing digital marketing before that was even the case I got my degree in marketing in Missouri State and I can tell you right now There is a digital revolution that is happening in the marketing world. Okay, these direct mail pieces. Okay, I'm telling you guys They are going away. I don't Knock anybody that's currently doing direct mail, but the future I promise you is not going to be direct mail I'm not sure exactly what it's gonna look like exactly, but it will not be direct mail I can tell you that much so one of the things that's really interesting is is that because direct mail is struggling so much and it's actually easier to drive Leads digitally through the internet whether it's Facebook YouTube Google Instagram, you know, whatever who knows I know a guy doing tick-tock ads right now and actually doing doing some damage, you know Or not ads, but doing tick-tock and actually getting some leads that way so What I want to tell you is is that what what's because the digital revolution is happening Insurance telesales is also happening meaning we are as consumers used to Not needing a face-to-face interaction to trust someone with Amazon and all these different Methods of buying products. We don't need that personal interaction anymore that customer service anymore And that is leaking into the insurance marketing space I can feel a changing of the guard happening right now Where because the digital marketing is is driving a lot of the lead flow for these digital for these insurance companies It's also leading itself towards telesales because as an insurance agent You can get licensed in multiple states drive leads in multiple states because it's actually cheaper to do that and then have a cheaper Cost per acquisition as long as you're doing multiple states on your campaign because it lowers your lead cost It gives you more opportunities. You can have a more quality lead You have more people to choose from and so telesales and driving those leads digitally is like really really changing the game We have a particular client that has a large field source field sales team and also a large call center and the call center didn't exist five years ago and wouldn't you know that the call center is now Almost 40 50% of the production of the entire business when the field force has been going on in existence for like 28 years or something Right. There is an absolute Mind shift that is happening in the community in the public That are is allowing people to feel comfortable giving you their social security number your bank account your driver's license number Whatever that information is that that you needed to get for those applications They are more comfortable giving that over the phone than they ever have been and so it's working I know people that are Making a lot of money doing insurance telesales So digital marketing with insurance telesales is something that I see the future of the industry the next 10 years If you're not working towards that as a portion, whether it's using digital leads and telesales To set appointments or whatever it is if you're not working towards Telesales in some capacity I think you may be a little bit behind what others are doing not to say that as an individual producer You have to do telesales to make money. You can absolutely make money in the field I'm not saying that at all. So it's not that field sales is going away It's just that there's a massive trend in the industry shifting towards digitally development away from Direct mail into digital which is lending itself towards telesales multi-state Programs, so it is a tumultuous time in the insurance industry. There's a change in of the guard happening. There's an interesting Dynamic I know a lot of guys right now that are you know in gals that are in their 20s making six figures on insurance marketing It's crazy. I'm sorry insurance sales not insurance marketing And you know what they're using a lot of digital a lot of telesales leads a lot of direct mail But it's it's leaning more towards digital and telesales than anything else So that's just something that we learned spending 12 million dollars on insurance marketing alone and happy hunting. Good luck Thanks for checking out the three biggest things I've learned we're spending 12 million dollars in insurance marketing now go over here and check out three key Concepts and insurance digital marketing and five insurance marketing tips working right now Digital space you're gonna get left behind I'm gonna break down three key concepts that if you're not doing in 2020 you were setting yourself up to fail And there's a couple key components. Okay