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A GUIDE TO MARKETING THE MUTUAL WAY Tips and Tools for Reaching Your Audience Where They Are

The world of marketing is changing Customers want you to meet them where they are when they re ready to hear from you and it s all happening at a faster pace than ever before It can begin to feel overwhelming but it doesn t have to BACKGROUND OMIA Marketing is tasked with promoting the We also support the marketing initiatives of each overarching Ontario Mutuals brand We do this by of you our member companies through individual facilitating the Ontario Mutuals presence at key project support We created this booklet to offer industry events like farm shows the IPM and the additional support to you as you tackle your marketing IBAO We place advertisements online and in industry projects big and small We hope it will serve as a publications create promotional content and offer tool to spark inspiration and provide a fresh idea or sponsorship support to key organizations on behalf of perspective when you need it most the membership This is us the Association in Cambridge and this is the logo we use mostly internally This is you the collective mutual insurers and this is the logo we use to promote you publicly Reach us at marketing omia com We re happy to help

WHAT S INSIDE We ve gathered information on a variety of topics such as brand customer personas social media and the mysteries of Google We ve relied on our own insight as well as plenty of inspiration from leading marketing experts to build these chapters As with most things change is constant so we ve included web addresses to various online resources that you might find useful over time TABLE OF CONTENTS Marketing Plan Key Components SWOT Analysis Ideation Your Brand An Enduring Brand Mutuality Our Roots FMGF Unique Selling Propositions Storytelling Brand Personality Your Brand Story Audience Customer Personas Demographics vs Personas Individual Personas Empathy Map Customer Journey Map An Agent s Approach A Note About Brokers Attracting Great Employees Promotions Strategy Promotional Examples SEO Google SEO Glossary A Quick Look at SEO Earned Owned Paid Media Google Ads Social Media Social Media Glossary Social Media Goals 2 3 5 8 9 10 11 12 14 15 16 19 20 25 27 28 29 30 34 38 40 41 43 46 49

TABLE OF CONTENTS Social Media Advertising Social Media Plan Facebook Instagram Twitter Youtube LinkedIn Social Media Resources What s In How to Choose Your Platform Video Content An Overview Types of Video Content Final Notes The One Meeting Marketing Plan What Works for You Marketing at OMIA Appendix 50 52 53 55 57 59 61 63 66 67 70 72 73 76 78 79

MARKETING PLAN S TA RTI NG WI T H A RO A D MA P 1

PLANNING LEADS THE WAY Preparation is key no matter the size of your At the root it s important to understand who you are marketing budget Taking the time to lay out a basic what you re selling and who you re selling to Examine marketing plan and making sure you have the right your competitors and your audience understand tools and resources in place will help lead you to their buying habits and do a SWOT Analysis more success Keep in mind that as Vital Design blogged on that later These things can lay the foundation Nobody can predict the future which is why your for your plan and allow you to develop reasonable marketing plan should be a living working document expectations and goals It should be a reference that is used throughout the year is malleable to a certain extent and is shared Everybody s goals will be different but the key with all contributing members of the team components of a Marketing Plan will be relevant to everyone Your plan should support your company s overall strategy Keep in mind Your strategy is where you re headed Your plan is how you ll get there Key Components to a Marketing Plan EXECUTIVE SUMMARY Complete this section last It summarizes each of the sections of your marketing plan so others in your company can get a quick overview TARGET CUSTOMERS Who are you marketing to What is their demographic profile age gender what is their psychographic profile interests and what are their wants and needs Consider Customer Personas pg 19 24 UNIQUE SELLING PROPOSITION What makes your company unique The mutual model itself is a great place to start How does being a mutual bring unique value to a customer PRICING POSITIONING A tricky one in the business of insurance but understanding where your company fits in the Canadian P C industry will help you recognize your marketing language and parametres ie you re likely not aiming to be the cheapest shop in town DISTRIBUTION PLAN How will customers buy your insurance Will they access a quote online Where will they reach your Agents Brokers How can you relieve pain points in their search for your product OFFERS Because of the rules that accompany the business of insurance you will have to tread lightly when it comes to offers You may however have discounts for students or certain packaged plans MARKETING MATERIALS List the materials that you ll need to support your plan Examples include brochures website newsletter print ads promotional products and even testimonials 2

PROMOTIONS STRATEGY Detail how your customers will learn about your company and your products and services Consider how your target audience prefers to receive information eg if they don t read newspapers cross off newspaper ads from this particular plan See a list of promotional examples on pg 34 ONLINE MARKETING Detail how you will promote your company online This can include search engine optimization SEO social media strategy and paid online ads CONVERSION STRATEGY This section details how you will increase the percentage of people who buy from you Some examples are improving offers improving sales scripts increasing social proof improving customer perception of you etc JOINT VENTURES Note in Ontario there are restrictions on promotions as they relate to renewals ie you can t make an offer with a renewal that insinuates that the customer has to renew their policy in order to benefit from a coupon or similar If you re going to support local companies by promoting their businesses to your policyholders best practice is to do it in a mail out or newsletter separate from your renewals RETENTION STRATEGY Ontario Mutuals have a fantastic retention rate Detail how you ll keep your company top of mind through ongoing communications This can include community engagement sponsorships and community events These things may actually be the bread and butter of the Ontario Mutual marketing plan FINANCIAL PROJECTIONS Here you may want to lay out your cost estimates For example the costs of developing promotional materials and the costs of a promotions strategy ads newsletters billboards etc This will help you see where everything fits into your marketing budget SWOT ANALYSIS The SWOT analysis should help you clearly define your strengths weaknesses opportunities and threats so that you can develop goals and objectives that are tied to your overall mission The SWOT analysis will enable you to understand what differentiates you from your competition and how you should position yourself in the market It will also help in developing your messaging and your unique selling proposition Use bullet points and aim for 4 5 in each section Limiting your lists will help you to focus on the most critical points and help retain focus STRENGTHS WEAKNESSES OPPORTUNITIES 3 THREATS

You may want to gather a team of people to work on a SWOT analysis People from different departments will have different perspectives which helps Brainstorming with sticky notes and then ranking the notes as a group can also come in handy here The point of this is to provide clearer focus for your business and marketing plans STRENGTHS WEAKNESSES Strengths are internal positive attributes of Weaknesses are negative factors that detract your company These are things that are within from your strengths These are things that you your control might need to improve on to be competitive 1 What business processes are successful 1 Are there things that your business needs to be competitive 2 What assets do you have in your team 2 What business processes need such as knowledge education network improvement skills and reputation 3 Are there gaps on your team 3 What physical assets do you have such as 4 Is your location ideal for your success customers equipment and technology 4 What competitive advantages do you have over your competition OPPORTUNITIES THREATS Opportunities are external factors in your Threats are external factors that you have no business environment that are likely to control over You may want to consider putting contribute to your success in place contingency plans for dealing them if they occur 1 Is your market growing and are there 1 Do you have potential competitors who trends that will encourage people to buy may enter your market more of what you are selling 2 Could future developments in technology 2 Are there upcoming events that your change how you do business company may be able to take advantage of 3 Is consumer behavior changing in a to grow the business way that could negatively impact your 3 Are there upcoming changes to regulations business that might impact your company positively 4 Are there threatening market trends 4 Do customers think highly of you Examples from N Parsons April 2018 What is a SWOT Analysis and How to Do it Right Retrieved from www liveplan com 4

A NOTE ABOUT IDEATION IDEO U is a global design company that takes a feedback and test Consider the fact that your human centred design based approach to help marketing plan is a living thing it can and should organizations innovate and grow While coming up change as circumstances change throughout the one with a plan they teach the importance of careful to three years of your plan observation insight gathering through methods like interviewing brainstorming prototyping and failing If running three social media platforms is stretching fast That last one is important because we can so you thin and ultimately bringing little value don t often become attached to our first and seemingly hesitate to take one down and put it on pause It s greatest idea This can cause us to run ahead with important to put your efforts into what s working a plan marketing or other without allowing for the If your ad placements aren t bringing you the leads possibility of fast failure and iteration you thought they might consider how else you can reach your target audience Take the time to brainstorm rank ideas gather The key here is to allow for iteration Let your ideas build on themselves and yes let them fail if they re destined to fail Team thinking can really help you become more objective about your ideas Also the internet is a huge and readily available source of inspiration Don t be afraid to look around and see what other companies are doing 5

YOUR BRAND E MB RACI NG MUT UA L I T Y I N A COM P E T I T I V E MA RK E T 7

AN ENDURING BRAND Marketing expert Luc Bardin states Brands are That s why it s important to determine who your first and foremost relationships Strategic brands are brand is and consistently bring that personality into extraordinary relationships developed at scale day every action your company takes after day over a long period of time imbuing authority and permission to drive action and behaviour Below is an overview of Bardin s 13 Imperatives for an Enduring Strategic Brand Your brand is more than your logo or company colours It s everything you put out into the world Think of the ways some of these are already rooted in the mutual model and consider how you might give shape to the others 13 Imperatives for an Enduring Brand 1 CLARITY OF PURPOSE This is your reason for existing Purpose goes beyond making money at a basic level it might be how an organization improves the lives of its stakeholders The best brand purposes reflect the organization s commitment to make society and the world better 2 CULTURE BORN AND AUTHENTIC A brand built on culture mobilizes its employees and benefits from their spontaneous support In a world where stakeholders are empowered by the digital revolution organizations must show an unprecedented level of transparency and cultural genuineness 3 FUNCTIONAL AND EMOTIONAL A strategic brand starts with the foundation of a relevant tangible valued purposeled functional benefit which it continuously improves But in a competitive world where supply often exceeds demand and there is limited differentiation a strategic brand must also imbue strong emotional benefits to satisfy customers 4 CONNECTED A strategic brand has an extensive knowledge of its audience to anticipate expectations and learn from stakeholders It develops a relationship model through which people can feel valued and ready to give discretionary contributions to the brand including loyalty and advocacy 5 PEOPLE LED AND PEOPLE LEADING Every employee is a brand ambassador The brand is their ultimate frame of reference to make decisions and determine behaviours The brand starts and ends with people and the CEO needs to be ever more the brand champion 6 PARTNERING A strategic brand collaborates It creates deep partnerships and rich ecosystems to innovate and deliver its services It understands the power of advocacy and it achieves much higher returns because partners magnify its activities 8

7 CUSTOMER CENTRIC While every organization claims to be customer centric in reality very few truly succeed A strategic brand places the customer at the heart of the organization with zero compromise 8 FUTURE EMBRACING Today organizations are faced with change at a faster pace than ever before whether through uberization platformization or any other type of transformation A strategic brand is future proof it sees shapes and creates the future Rigour discipline and consistency of execution are considered prerequisites today which means they re hardly talked about but thoroughness in execution is not only 9 RIGOROUS AND DISCIPLINED essential to building a strategic brand it will remain a major point of differentiation in the future 10 STRATEGY GUIDING The strategic brand should guide the organization s strategy making the business brand led It is the organization s compass driving its participation strategy activities people relationships and practices 11 TRUSTED A brand is owned by its customers Its value is defined by how these customers appreciate and respect the whole organization Trust is the most coveted outcome of everything an organization does 12 H IGH VALUE AND DRIVING VALUE Brand is all about value and not only financially But achieving the union between brand and value can be difficult How do we demonstrate the brand s power to create value so that the market rallys behind it 13 CRISIS RESILIENT The strategic brand must have a strong reservoir of goodwill so that it can take on any crisis not only survive it but surpass pre crisis status A strategic brand acts It shows It doesn t tell MUTUALITY YOUR BEST KEPT SECRET Mutual insurance is special but despite what we Not for profit local community driven and community might think most people don t know what mutual giving are all keywords that resonate today means This shouldn t be discouraging in fact it s a gift in disguise This is the Opportunity in your Managing Director of the Consumer Goods Forum SWOT analysis It means you have a chance to share Peter Freedman recently contributed to the KPMG the mutuals story and it s a good one 2018 Global Consumer Top of Mind Survey In it he states that companies without social purpose will find Mutuality is what makes you unique in the insurance it harder to engage consumers He suggests that marketplace and it s more relevant than ever as now more than ever people are asking companies people look for more meaningful connections with the What are you good for where good is defined by brands they choose 9 what you do for the communities and environments

you belong to This mentality is strongest with millennials an influential generation that can t be ignored As Peter Freedman says If companies can t articulate their social purpose they re living dangerously The good news of course is that community has been at the heart of the mutual model since day one The first farmers who agreed to financially back each other did so to protect their neighbours and When promoting the benefits of the mutual insurance community Today the mutual focus is still on people model don t forget about your own company and not profit This matters and it s something you employees Mutuality should also be a source of pride should be proud to share for the people within your organization and a story that they re proud to share with their own peers OUR BACKGROUND OUR ROOTS Understanding how your own mutual began as part However the history of mutual insurance goes much of a network of like minded and collaborative people further back Mutual insurance got its start following is an important part of your brand story the great fire of London in 1666 and later became established in North America in 1752 It s a business model that has certainly endured the test of time The grassroots momentum that built the mutual system becomes especially impactful when you think about the types of companies in the spotlight today To encourage the formation of domestic insurers The sharing economy is nothing new your mutual is the Governor of Upper Canada Sir Francis Bond one of the first examples of it Head introduced legislation in 1836 permitting the establishment of mutual companies In the 1850s History Matters the act was amended to permit additional mutual Back in the mid 1850s 14 farmers got together in one companies As a result many companies were place and signed a note promising to reimburse one organized during the 1850s and 1860s another in case of a barn fire No one else would offer When first organized the farm mutuals had to gain insurance to these pioneers so they did it themselves their knowledge of insurance by experience 10

A meeting of these mutual companies was called small companies to speak with a united voice in in 1882 which was the initial meeting of the Purely dealings with governments Mutual Underwriters Association of Ontario now known as the Ontario Mutual Insurance Association In 1955 discussions began on a number of alternative OMIA plans for reinsurance that led to the formation of the Farm Mutual Reinsurance Plan now Farm Mutual The association provided the leadership required to Re in 1959 In 1969 the reinsurance operation was keep the farm mutuals abreast of developments in incorporated as a mutual insurance company insurance policy coverages to meet the changing times Company directors and staff had the As of 2019 there are 38 independent 100 opportunity to meet and exchange ideas with their Canadian mutual insurance companies across the counterparts from other companies province that are part of Ontario Mutuals OMIA was instrumental in the formation of the Fire Mutuals Guarantee Fund FMGF and enabled these SAFER TOGETHER THE FMGF Through the values of strength in unity and event that any mutual cannot honour them This neighbour helping neighbour the Fire Mutuals fund is backed by each of the mutuals and Farm Guarantee Fund guarantees all policyholders Mutual Re thereby placing the surplus of all member outstanding claims and unearned premiums in the mutuals behind any one Policyholder protection is the mutuals foremost goal The underlying principles of the mutuals have not been of profit but of cooperation and self reliance This theme has endured for well over 100 years and continues to this day The FMGF forms the bedrock of the mutuals system in Ontario Together with Farm Mutual Re and OMIA the Fund delivers a unique and extremely secure business model In fact your mutual belongs to one of the most financially secure networks in the world 11

UNIQUE SELLING PROPOSITIONS Below are some of the ideas and concepts you might consider promoting in your own marketing as a way to maintain a consistent branding message a throughline from mutual to mutual Your core messaging shouldn t change like the weather in fact some of the longest standing brands hold strong to the messaging they promoted at their inception Ontario Mutuals Unique Selling Propositions Rooted in Community We ve Sheltered Generations The spirit of mutual insurance is woven into the fabric of every community It s the spirit of coming together for the greater good While many of our member companies began as farm mutuals in the mid 1800s today we offer a full range of home auto commercial and farm insurance tailored to protect you and your family Small but Mighty Ontario Mutuals are independent insurance companies that grew in the small towns and rural areas that form the backbone of our province But don t let our small size fool you Together we represent one of the strongest most secure financial networks in the world Premiums stay where they do the most good in your community With Mutuals premiums stay in the community employing neighbours supporting the local economy and giving back We invest in local projects and support what matters most to our policyholders We ve been buying local for generations and community spirit has been part of our style for more than 160 years 12

You re More Than a Policyholder You Have a Voice When you buy a policy you automatically become a member of that company That means you have a voice in important issues like electing a board of directors at the annual meeting People centred Not Call centred You will always be treated like a person not a number Whenever you have a question or a claim someone you know and trust will be right there to help It s not the way every insurance company does business but it s the Mutuals way PROMOTIONAL MATERIALS Remember OMIA Marketing is equipped to help you You might find what you re looking for on develop your promotional content We can adapt www omia com under Marketing or you might have a templates with your branding or customize new new product that needs a fresh strategy pieces for your own products Write to marketing omia com at any time 13

MARKETING STORYTELLING After reflecting on where your Mutual s brand comes way A story that delves into a customer s personal life from you can begin to form stories to communicate and challenges chronicles the lengths an employee these ideas to people on an emotional level goes to solve a problem for them and illustrates the positive outcome achieved will stick with readers long after they move on from your marketing content Marketing consultants i SCOOP explain that Storytelling is one of the most powerful ways to breathe life into your brand Storytelling is not We live in a social world and people are driven to inventing a story In fact it is the very reason why your action by the influence of their peers You have business exists why you have developed products hundreds of stories at your fingertips and you can and services and why you do what you do share them with permission of course in very simple ways Testimonials can be your most powerful tool for building customer loyalty if they are told in the right You ll learn more about social media on pages 46 67 STORIES DEMAND AN EMOTIONAL INVESTMENT PIQUE AND HOLD INTEREST BRING ENERGY TO A MESSAGE COMPEL PEOPLE TO ACT Consider how to use stories in Video Commercials Websites Whitepapers Social Media Events and Blogs 14

BRAND PERSONALITY Most successful brands are careful to cultivate and If your brand was a person how would you describe maintain a distinct personality You may notice that him or her Would your brand be a man or a woman some brands social media platforms act as a single Young or old Friendly or edgy Smart or funny person who interacts with the world in the same way everyone else does see Wendy s Human personality traits are a powerful element because people want to see the humanity in a business Emotion is a big driver towards action Customers are more likely to purchase a brand if its personality is similar to their own You ll also be able to use your brand personality traits to guide and focus your promotional efforts We would describe the Ontario Mutuals brand as a mix of Sincerity and Competence Words that come to mind are Reliable Nostalgic Trustworthy Empathetic Stable and Community Focused TYPES OF BRAND PERSONALITIES There are five main types of brand personalities with common traits Of course your own brand personality might be a mixture of these traits Maintain a consistent personality across mediums and platforms and you ll find your brand person begin to take shape and guide your messaging Excitement Sincerity Ruggedness Competence Sophistication Carefree Kindness Tough Successful Elegant Spirited Thoughtfulness Outdoorsy Influential Sleek Youthful Family Values Athletic Leadership Prestigious 15

YOUR BRAND STORY Once you know your brand s personality you can emotions Create an expectation for the experience begin to craft your unique brand story typically in the that you will deliver And then follow through and About Us section of your website Meet customers deliver on it Your brand story can help to set that changing expectations by connecting with their expectation From marketing strategists Marketing MO Think about your brand s personality and positioning and write short summaries of story ideas Then take a fresh look at them and consider Credibility Why are YOU qualified to sell this product Differentiation Why are you DIFFERENT from everyone else who sells this type of product Be positive and truthful Purpose Why are you in business What difference or IMPACT are you trying to make Be emotional if possible People want to know that you care Intrigue and Personality What makes your story worth listening to What will appeal to the customer on a personal level Memorable brand stories can convey your personality share what you stand for set expectations and communicate your values Here s an example of a Sincere brand story from The Honest Company 16

AUDIENCE CUSTOMER PERSONAS S IMP L IF Y Y O UR A P P RO A CH TO CUS TOME R CO MMUNI CAT I O N 17

FOOD FOR THOUGHT Marketing expert Seth Godin asks Do we value our If you had no choice but to ignore the naysayers customers properly He prompts you to consider the they re not in the group or the people who don t think minimum viable audience the smallest group that they need you or your work would that force you to could possibly sustain you in your work His example stop compromising and start excelling If you could pick the members of this audience who Two things happen when you delight your minimum would you choose Their dreams their worldviews viable audience you discover it s a lot larger group their energy it s all up to you than you expected and they tell the others If you could pick them and needed to delight them Your smallest viable audience holds you accountable because you had no one else available would your It gives you focus and nowhere to hide product or service improve Focusing on a specific customer group and providing them with the best service possible does wonders for your own company s focus energy and success If you aim for mass another word for average you ll create something average which may not get you very far 18

CUSTOMER PERSONAS Customer Personas are fictional representations of OMIA worked with a marketing agency to conduct your customers They help everyone in your company telephone interviews with Ontario Mutuals agents and relate to your customers as real humans customer service representatives in late 2018 Using this content and the agency s own experience they produced five customer personas for the Mutuals Having an understanding of your customer personas is critical to driving content creation product development sales follow up and really anything that Remember customer personas can also be used to relates to customer acquisition and retention help you omit less ideal customer groups from your marketing efforts It s meant to be simple Focus on one customer persona at a time Imagine speaking to them directly or think about the pain points they might encounter when they try to buy insurance or file a claim Envision how you might provide targeted service to remove their pain points Demographics are useful statistics to put Personas tell us about someone s background together marketing campaigns but they motivations or intent They add depth to the should be used as a starting point They demographic outline and they allow us to give us a broad look at things like Age envision taking real action when faced with the Gender Income etc and allow us to make needs and wants of a real person a few guiding assumptions Many people think demographics and personas are the same thing but they re not Some studies have shown that when we rely solely on demographics we miss more than 70 of potential buyers You may have heard of segmented or targeted marketing content and that comes from this idea of providing relevant information that benefits each persona as they travel through the sales funnel From Kayak Online Marketing Human beings make decisions based on emotion and then rationalize them with facts Once you understand that it s easy to see why personas matter more than demographics even if one is built on the other 19

APPROXIMATELY 895 000 IN ONTARIO 20 24 YRS THE OLDER GEN Z ER DEMOGRAPHICS Generation Z is populated with people who are born between 1995 and 2015 They are the largest generation ever and the oldest in this group spend at least 3 hours a day online mostly via mobile devices They are savvy and have a careful eye for recognizing when they are being sold to They have limited time and energy to spend with your ads so customizing your ads to match a platform is very important it must be seamless They are risk averse practical and pragmatic They are also a values driven cohort identifying with causes and supporting organizations that embrace them Your commitment to the people you serve is a major advantage here Give them a reason to care about what you do PERSONA Evan 22 years old Unmarried Rental with Roommates Low Hourly Income My parents are insured through a local mutual But being fresh out of school I don t think I can afford the auto insurance there After doing some research online I was able to find a large insurance company with affordable rates for my car They made getting a quote easy and they were cheaper so I went with them EVAN S LEVEL OF CONCERN WITH PAIN POINTS Budget Savvy at searching online using search engines like Google Like most budget searchers he will search online to find the best price Loyalty Accessibility Ease of Use Personability PREFERS COOL PRODUCTS OVER COOL EXPERIENCES Mobile Marketing should be the primary platform Everything about your product and campaign needs to be mobile friendly Key Terms Evan is likely to watch 2x as many videos on mobile as any other device Consider producing video content even something small 20 Budget Online Easy Fast On Trend Always On Positive Values Driven Go Getter Storytelling Visual Displays Entrepreneur

APPROXIMATELY 1 7 MILLION IN ONTARIO 25 34 YRS THE MID MILLENNIAL DEMOGRAPHICS Millennials were born between 1980 and 1994 Some people have divided the group in two since the youngest are just beginning to flex their financial power while the oldest have credit mortgages and are raising small children 95 of them still watch TV but Netflix and other streaming services are preferred They are extremely comfortable with mobile devices but 32 will still use a laptop for purchases They prefer to shop products and features first and have little patience for inefficient or poor service Because of this Millennials place their trust in brands with superior product history They see financial institutions as transactional as opposed to relational Many carry large student loan debts and larger purchases are delayed PERSONA Christina 29 years old Recently Married Homeowner Middle Salaried Income My partner and I just moved into a new home We need insurance for our cars and our home combined With a lower budget we want to make sure to stay conscious about our insurance needs and what we can afford We are extremely willing to do research online to find out our best options CHRISTINA S LEVEL OF CONCERN WITH PAIN POINTS Budget Savvy at searching online using search engines like Google Like most budget searchers she will search online to find the best deals Loyalty Accessibility Ease of Use Social Media connection can lead to loyalty 60 do business with a brand they follow on social media Personability BUDGET COMBINED WITH SERVICE Key Terms Christina values transparency and recognition of her personal situation Explaining your prices and acknowledging that she s price conscious can go a long way 21 Budget Online Service Work Separate from Life Comparison Shop Community Entertainment Trust

APPROXIMATELY 850 000 IN ONTARIO 35 39 YRS THE OLDER MILLENNIAL DEMOGRAPHICS Much of the demographic descriptors on the previous page will apply here however older Millennials can share some characteristics with Generation X They may still have a connection to traditional forms of media like magazines radio and cable They still do a lot of research online and spend a lot of time on Facebook but they also value face to face interactions and recommendations from peers They have more buying power but they want to feel like their money is going to good use PERSONA Anthony 38 years old Married With Kids Homeowner Higher Salaried Income I moved into my forever home with my family and I want to find a local and reliable insurance company After positive word of mouth from some of my neighbors and a bit of online research I decided to sign a policy with our local mutual ANTHONY S LEVEL OF CONCERN WITH PAIN POINTS Budget Services need to be convenient and easily accessible The claims experience must go without a hitch Loyalty Accessibility Ease of Use Word of Mouth can play a big role in influencing buying decisions Personability POSITIVE EXPERIENCE AND SERVICE ARE KEY Key Terms Anthony wants to know that his insurance carrier values him and treats him well He wants to know that his money is being used carefully His peers influence his buying decisions 22 Online Great Service Work Separate from Life Community Trust Feeling Valued Personalized Experience

APPROXIMATELY 2 8 MILLION IN ONTARIO 40 54 YRS THE GEN X ER DEMOGRAPHICS People in Generation X were born between 1965 and 1979 They still read newspapers and magazines listen to the radio and watch a lot of TV They are also digitally savvy and spend a lot of time online especially on Facebook and reading blogs They do some research online but prefer in person transactions Important interactions with financial institutions are believed to be face to face business and they exhibit brand loyalty This generation carries the highest debt load but they also make larger purchases more regularly PERSONA Nancy 49 years old Married Homeowner Higher Salaried Income My family has grown fast and now we re constantly changing our lives which has brought along new cars a cottage and boat Now s the time that we have good credit and we can easily make payments on our debt We re going to need insurance to cover our growing assets NANCY S LEVEL OF CONCERN WITH PAIN POINTS It will be difficult to draw Nancy away from her current provider She needs to be shown the value in moving whether it s through bundles new products or topnotch service Budget Loyalty Accessibility Ease of Use Personability Service and product offerings will be important to someone like Nancy MAKE IT EASY AND PROVIDE A ONE STOP SHOP Key Terms Nancy doesn t want to do an exhaustive search for insurance She wants the process to be personable and she wants everything to be provided to her in one place 23 Service Work Life Balance Word of Mouth Community Trust Ease of Use Quality

APPROXIMATELY 3 MILLION IN ONTARIO 55 74 YRS THE BOOMER DEMOGRAPHICS Boomers were born between 19441964 They are the highest consumers of traditional media like TV magazines and radio however 90 of Boomers have a Facebook page Boomers don t necessarily reject digital or mobile transactions but prefer to make purchases in person most times out of habit Surprisingly they carry student loan debt since they often pay for the costs of their children s schooling Many Boomers are focused on saving for retirement but don t often plan to leave an inheritance PERSONA Roger 62 years old Married Homeowner Farm Owner Variable High Income My wife and I have been living in this town for quite some time now We have worked with our local mutual for many years As we re getting ready to retire we re thinking about reevaluating our insurance options or trying to lower our current rates ROGER S LEVEL OF CONCERN WITH PAIN POINTS Budget The Mutual s Kitchen Table approach appeals to Roger Loyalty Accessibility A personal approach is key Roger has spent many years being loyal and he expects accommodations for his changing budget Ease of Use Personability LOYALTY AND PERSONAL RELATIONSHIPS ARE PRIZED Roger needs to know that his insurance company knows him cares about him and will do right by him He wants to stay with his mutual but if his needs can t be met he ll be forced to leave to accommodate his changing budget 24 Key Terms Budget Service Work Life Balance Community Trust Handshakes Loyalty Quality

EMPATHY MAPS An empathy map is a quick digestible way to illustrate user attitudes and behaviors It s also a way to bring teams together to a common understanding of one customer or segment Once created it should act as a source of truth throughout a project Gather a working group and print out or sketch the empathy map template on a large piece of paper or whiteboard Ideally everyone would add at least one sticky to every section You might ask questions like What is this person thinking What are some of their worries and goals What would the user hear in these scenarios What would the user see in the marketplace What might the user be saying and or doing while seeking insurance How would that change in a public or private setting What are some of the user s pain points or fears around insurance TURN THE PAGE FOR AN EMPATHY MAP TEMPLATE 25

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CUSTOMER JOURNEY MAP The insurance buying journey might seem straight Walking yourself through the process of searching forward to people who work in the insurance industry for finding understanding and buying insurance at day in and day out but it can be a daunting task filled your own company will give you insight into the pain with a lot of necessary we admit jargon A customer points a person might stumble across on the way journey map helps you to walk in your customers Once you know the sticky points you can start to shoes make changes Below is an illustration of the typical points of contact a customer might have with an organization Consider your own company in this scenario What would a customer see when they search Home insurance in your town online What would their experience be on your website How much information would be available to them to help with their decision What kinds of promotional content do you have How would you continue to communicate with people once they become policyholders Go through the process yourself and see how it feels Note any points where you get caught up 27

AN AGENT S APPROACH Whether you re just starting out in the mutual system In the simplest terms customers want answers or you re an established agent it s important to Your job is to find the simplest ways to answer your understand the importance of your role at the front customers questions Consider how you might use a line of your company You and claims staff are the tablet and engaging visuals to walk your customer people that customers leave reviews about leave through their coverage How can you leverage your complaints about and tell their friends about and online presence to answer questions Is it through they can make or break your valuable referral system a weekly blog or a bi weekly video Make yourself their reliable source of information and insight The tools for sharing professional content are more accessible than ever before Start small commit to posting one valuable tip to your social media channels once every week Set the time aside to create short and sweet content Links are also mutually beneficial If your company or industry partners have informative content online share it and credit them 28

WHAT ABOUT BROKERS Your mutual might exclusively or almost exclusively business interactions on social media This person do business through the broker channel and you should be well versed in the ins and outs of your might be wondering where that leaves you Your products and services and shouldn t miss a beat marketing landscape will no doubt look different in when an explanation is required the broker world but one thing to keep in mind is that brokers are another audience group that you need to As a general rule you ll want to maintain a public cultivate a relationship with Relationship building is persona in the same way mentioned previously a key component to your success promote the mutual model and all that that entails But you ll also want to emphasize your You already know how important it is to keep the lines of communication open and you engage with your Products and Services brokers to make sure your company is top of mind Advancements in Technology and Processes for quality business You may now want to consider Expertise creating a broker persona to practice walking Claims Experience through their pain points and imagining how you can You can do this through social channels as well ease their access to your business as press releases events newsletters and unique A broker s focus is going to be different You ll want to product launches for instance some mutuals sent put greater emphasis on promoting new or improved branded rubber ducks to their brokers when launching products In fact you may want someone to work in the new flood program tandem with Marketing to manage your business to Broker partners need to know that you re capable available and have expertise Obviously participate in key broker events like the IBAO convention but also consider producing white papers educational sessions and broker appreciation events 29

ATTRACTING GREAT EMPLOYEES Don t forget that your audience also includes 1 Offer Clarity Conviction and Career Opportunities potential future employees of your company Attracting top talent is done by communicating what Attracting quality candidates to an organization can be we all want in a new job clarity about what our a full time job for some And competition for talented mission is Find ways to authentically express that employees is fierce especially in insurance through video robust career pages and personal communications from senior leaders The mutual system is a wonderful place to work we all know that and it s easy to assume that other 2 Be Flexible And Unique people know that too But in order to stay top of Show candidates that you value work life balance and mind you need to consistently share the truly unique individuality Give them some flexibility with their time aspects of working for your mutual and movements in and out of the office environment Forbes has come up with a few helpful tips for 3 Use Your Employees As Brand Ambassadors attracting amazing people to your company You Create talent ambassador LinkedIn profiles reach might notice that the mutual model fits very well here out to high potential candidates take time to conduct reviews on platforms such as Glassdoor and Indeed and help generate content that is rich in the organization s culture 30 30

4 Know Your Employer Value Proposition 9 Use Social Media To Your Advantage You must be able to articulate and share how the Candidates are doing their research prior to accepting employee value proposition is lived every day along interviews They want to know what your current with the vision and mission of the organization employees are saying about you Brand your page with employee related events Take control of your 5 Know Your Target Audience Really Well company s image and become a people focused What do you have to offer and who would benefit employer from what you can offer With these details you can place your company brand in the centre of your target 10 Invest In Education audience Advertise your organization s culture and High performing people see learning opportunities echo your talent s needs skills and attitudes as an integral component that contributes to their workplace engagement Smart employers develop 6 Understand The Full Candidate Experience engaging new experiences for their top talent The candidate experience is a continuum that begins Tailoring learning initiatives to career exploration and prior to the candidate contemplating a role with your growth can make employees feel personally valued organization brand awareness and extends well increasing their loyalty beyond the time they may leave 11 Validate Your Talent Acquisition Strategy 7 Put Your People First Before recruiting organizations should validate that When you truly care for your employees they ll care their talent acquisition strategy is designed to attract for one another your customers and the community the right talent A great way to do that is to get input Foster a workplace that thrives on trust and respect from current high performers about what attracted for all individuals Word will get out them to the organization and their role Also ensure that your hiring process is not a barrier to making 8 Identify And Articulate Your Purpose timely hiring decisions otherwise applicants will lose Companies with purpose attract and retain better interest talent Finding out your why translates into your unique value proposition to candidates and 12 Be Authentic employees This is not a mission where you are Don t put on a show to snag a candidate It s critical going or vision where you would like to be Purpose the candidate knows exactly what he or she is walking defines why you do what you do into and can make a smart decision about the future The only way to know if it is a fit is for both parties to have open eyes and clarity 31

PROMOTIONS STRATEGY RE A CHING Y O UR CUS TO ME RS WHE RE THE Y L I V E A ND WO RK 33

PROMOTIONAL EXAMPLES 3 Postcards Postcards are cheaper to produce Your promotions strategy details how customers will learn about your company s products and services and mail than full blown direct mail packages Once you ve determined who your target audience is or sales letters and they are great for you can develop your promotions strategy Consider generating leads Postcards are also a great how your target market acts and or prefers to receive way to stay in touch with your customers and information prospects and they also work well as part of a sequence of mailings For example if you target customers are in rural 4 Yellow Pages It s not for everyone but areas billboards may not be as effective as they would be in more congested areas Or if your this may be something to consider if you re target customers don t read newspapers then cross targeting an older rural demographic Yellow newspaper advertising off your list page ads need to be benefits driven with your Unique Selling Proposition stated clearly Growthink com created a list of proven ways to and boldly this is one place where your promote your company These are broad examples prospects will see your ad alongside all of your and some may not resonate with you but they should competitors Use a direct response type of ad spark some creative thinking about the advertising 5 Newspaper Magazine Journal Ads Ads options available Think about which ones will allow you to reach the largest number of target customers in relevant newspapers magazines and at the lowest cost trade journals can expertly target your desired customer base Note that with print media sometimes you need to provide your 1 Classified Ads It s great for lead generation You should have a strong benefit driven advertising designs a month or more before it headline and a clear call to action Prices are will run generally very reasonable 6 Radio Ads You might be surprised how inexpensive you can get these types of slots 2 Direct Mail Mail pieces sent directly to your highly targeted market via direct mail can on local radio Study the best radio ads for deliver a terrific return on investment when example the ones you hear over and over tested properly Canada Post offers a direct again they must be working or they wouldn t mail service keep airing them to get some ideas on how they are constructed 34

12 Catalogs You don t have to fuss too much 7 Flyers It may be easy to hire a high school student to stuff mailboxes or place As long as it s nice and shows your products flyers at doorstops You can target specific services and their benefits catalogs can be neighbourhoods this way helpful tools for sales 13 Seminars Webinars Seminars are a great 8 Networking Trade shows seminars and anywhere your prospects hang out are all way to bundle up all of your products and good opportunities for networking In many services and promote them They also offer an cases the hotel restaurant the night before opportunity to answer questions and provide the seminar is the best opportunity for making leadership Consider an information session contacts It s usually more effective to try to on complicated coverage like flood for capture contacts and leads than to try to close instance a sale on the spot so get your elevator pitch ready and have plenty of business cards on Webinars or posted recordings allow you to hand Networking is also great for finding and provide a presentation without the in person securing partners component which is handy for most people 14 Contests The sandwich chain Subway Online networking via social websites such as LinkedIn Facebook Youtube and Twitter can recently had a scratch off contest but you had also be very effective to go online to see if you were a winner This offered a great way to get consenting leads Here s a tip always include an unadvertised 9 Trade Shows Having a trade show booth is a place to capture leads Small giveaways can second place that everyone who didn t win do wonders When you get a long line waiting will get Then you can use email to announce at your booth many people will stop by just to your second place prize and connect with see what the fuss is about Make your sales customers who have consented to sharing materials and sales people benefit driven their email with you Remember what your prospects are thinking 15 Celebrity Endorsements Influencers They What s in it for me aren t as expensive as you might think unless you try to get Sean Connery or Tom Cruise 10 Blimps Banners and Billboards If it s zoned for advertising and it s blank you have an The key is that you need to use celebrities that opportunity your target market recognizes eg NHLers local radio hosts etc 11 Door Hangers Those same high school 16 Event Marketing Align yourself with a students can help you with door hangers as community event like a street festival fair well 35

or community BBQ You can sponsor these 20 Blogs Maintaining a blog is a good way to events or share your presence with other get prospective customers to learn about you local businesses Consider also larger events and to communicate with them and current like local farm shows sponsored by Ontario customers Keep it up to date and point to Mutuals posts from your social media 17 Word of Mouth Viral Marketing The key 21 Email Marketing Email marketing which here is create something that people will can include email newsletters is a great want to share Yes the tell a friend scripts way to communicate with current customers are good online but there may be a piece of Remember that CASL dictates that you must interesting information or a sense of humour have consent before contacting consumers via that you can use to stand out email 18 Newsletters Newsletters are a great way Learn more about CASL at www fightspam gc ca to keep in touch with your customers and inform them of upcoming events Give them recipes articles advice tips on making the 22 Online Marketing Online marketing includes most of your products services and much numerous tactics such as search engine more It s a great place to slip in case studies optimization search engine marketing and success stories testimonials and pitches for social media optimization aimed at getting other products and services Newsletters can internet surfers to learn about and visit your be physical or delivered via email email is website obviously much less expensive to produce and deliver but you will need consent Learn more about Online Marketing in the following pages 19 Press Releases PR The trick with press releases is to make sure you re promoting a newsworthy event Issuing a press release When you create your Marketing Plan you ll about a large donation you re giving complete also be determining your promotional strategy with a relevant background story might be and listing the materials you ll need newsworthy It all depends on your target audience and the publication s OMIA Marketing can help put together the artwork for many of your promotional projects Editors pick up press releases if they think Write to marketing omia com with your there is news for their readers questions 36

SEO GOOGLE GE TTING FA M I L I A R WI T H T HE MY S T E RI E S O F T HE I NT E RNE T 37

SEO GLOSSARY Search Engine Optimization SEO refers to HTML Stands for Hypertext Markup Language techniques that help you achieve better rankings for A standard code for tagging text files and formatting your website in organic search results the font color graphics and hyperlinks and for creating web pages Search engines can pick up ranking signals from specific HTML elements Here are some of the common terms used when referring to SEO Inbound Links Links from external websites Algorithm The calculations about various issues that that lead to your site and do not originate from search engines use to find the most relevant search your domain Also called back links Links are a results for a search query signal to Google that your site is a quality resource worthy of citation Therefore sites with more backlinks tend to earn higher rankings Alt tags Short code snippets that allow you to link each image on your page to a short piece of Indexing The operation used by search engines to informative text crawl the web scan web pages and store information about them Anchor Text Text in your web page that is linked to another web page Keyword Density How often a keyword is mentioned on a page Black Hat SEO A dubious SEO approach involving manipulative measures to influence rankings Search Link Building The process by which you build engines prohibit black hat SEO inbound links from other sites The foundation of Clickthrough Rate CTR CTR can be used to gauge acquiring earned links is almost always through how well your keywords and ads are performing creating high quality content that people genuinely CTR is the number of clicks that your ad receives wish to reference divided by the number of times your ad is shown For example if you had 5 clicks and 100 impressions Link Juice The boost to the authority of a website then your CTR would be 5 that is given by inbound links from other websites with authority Headline Tags HTML code tags that are written with Headline and show text bigger Long Tail Keywords Keyword phrases with normally in relation to the rest of the text This aids SEO by three or more keywords that attract a lower volume providing a hierarchical structure for search engines of search traffic but are more valuable because they to pull from attract more qualified traffic They are very specific 38

Nofollow A tag that is placed in the HTML code to Search Engine Optimization SEO The practice of tell search engines that the link is a paid link for which increasing the quantity and quality of web traffic to no link juice will be calculated your website through organic search engine results Organic Search Results search results that are not Search Engine Result Pages SERPs A search promoted or paid for ie someone Googles a term engine s organic search results sees your page and clicks on it Short Tail Keywords Generic phrases typically Penalty A punishment by search engine 1 2 keywords long that attract a significant providers when a webmaster contravenes volume of traffic but achieve fewer quality results search engine guidelines The penalty can mean temporary ranking losses or in the worst case lead to TF IDF Term frequency Inverse document the website being excluded from search results frequency An algorithm used to weigh a keyword in any content and assign importance to that keyword Search Query The term used to describe the actual based on the number of times it appears in the keywords or phrases that a person enters when document More importantly it checks how relevant searching the keyword is throughout the web Search Engine Marketing SEM A digital marketing White Hat SEO This is the type of SEO that strategy used to increase the visibility of a website in complies with search engine guidelines and focuses search engine results pages on the users needs ie Offering quality content and services fast site loading times and mobilefriendliness using descriptive keyword rich meta tags and making your site easy to navigate 39

A QUICK LOOK AT SEO SEO is a Search Engine Marketing SEM strategy A common metric used to determine the success of that involves optimizing your website for search your SEO strategy is to evaluate your placement on engines and their searching process In other words the Search Engine Results Page SERP over time building your website in a way that makes it easily To achieve this search engines like Google Bing and found by search engines like Google Yahoo use over 900 different factors to determine the relevance of a website to a users search query Why is this important Well having a domain name Each search engine has their own algorithm based like ontariomutuals ca is a lot like having a phone on a variety of ranking factors Ultimately speaking number Everyone s got one but if that phone number there are two main factors content and links is unlisted your customers won t know how to reach responsiveness is a factor too you SEO allows your domain website to appear to searchers just like your phone number would appear Content When search engines index or catalog your in the Yellow Pages site their bots scan your website HTML code and metadata to determine the relevance of your pages to a user s search query Each year more than 2 8 trillion search queries are made on Google alone That means that Google answers more than 88 700 searches worldwide Links Search engine bots are also looking for links per second In other words every second that your to other websites The more high quality inbound website is not indexed on Google you miss out on links the website has the greater its link authority To hundreds if not thousands of opportunities in which be clear it s not the quantity of links to your site that someone might have found your website viewed your matters it s the quality An inbound link from a CNN content and purchased your product or services article is considered more valuable than an inbound link from an unknown blog site By optimizing your website for search engines not only can you improve its ranking you can also create Your SERP rank is an indicator of how relevant your a better user experience website is for a given search term from the search Successful SEO is long term follows guidelines and is a constant process in which you are continually changing your website Your main focus should be on creating a website that satisfies user needs by providing unique content and a website that works well on any device this is known as a responsive website This is a SERP Search Engine Results Page 40

engine s perspective and what authority it has As the evolution of search engine algorithms hastens Your SERP rank is an indicator of how relevant your it is important to keep your website s content fresh website is for a given search term from the search and organized Great SEO is about refining and engine s perspective and what authority it has refreshing your content over time Hubspot s guide gives you sustainable and proven best practices for creating a highly ranked page So the burning question remains how can you increase your SEO Traffic Hubspot a leading expert in inbound marketing and sales has a 30 Day Guide Visit blog hubspot com marketing seo to download the that provides a checklist of tasks that can be done to guide optimize your website for search engines EARNED OWNED AND PAID MEDIA Digital marketing experts Titan Growth explain that earned owned and paid media are like a tripod Each element is an important part of the whole and all contribute to a complete digital marketing strategy The illustration below outlines each element s role and how they work together to form a cohesive marketing mix Propel sharing engagement with paid promotion Sharing Advertising Mentions Pay Per Click Shares Reposts Earned Media Paid Media SEO Brand Content Gain more exposure Owned Media Web Properties Website Mobile Site Blog Site Social Media Channels Retargeting Social Media Ads Reviews drive sharing traffic Display Ads 41 with SEO and PPC

Earned media is essentially online word of mouth and social media channels are other examples of usually seen in the form of mentions shares reposts owned media properties too Channels like social reviews recommendations or content picked up media and blogs are extensions of your website and by 3rd party sites One of the most effective driving all three are extensions of your brand as a whole forces of earned media is usually a combined result of The more owned media you have the more chances strong rankings on the search engines eg Google you have to extend your brand presence in the digital and content distributed by the brand First page sphere rankings and good content are typically the biggest drivers Rankings on the first page of the search Paid media is a good way to promote content in engines place your owned media sites and content order to drive earned media as well as direct traffic links in a position to receive higher engagement to owned media properties Paying to promote and shares which is why a good SEO strategy is content can help get the ball rolling and create more crucial When it comes to brand content interesting exposure Social Media sites like Facebook Twitter informative content can come in all shapes and and LinkedIn offer advertising that could help boost sizes Whether it be a blog infographic video press your content as well as your website Another way release webinar or e book the bottom line is that the to gain more exposure for your content is to pay content has to be worthwhile in order to receive the influencers to tweet or share your links impacting the value of earned media which is why a great content reach and recognition your pieces receive strategy is also important Using retargeting Pay Per Click PPC and display Owned media is any web property that you can ads is an effective and more direct way to drive control and is unique to your brand One of the most searchers to your owned media sites like your common examples is a website although blog sites website 42

GOOGLE ADS AKA Google AdWords Google processes over 1 trillion searches each year Follow through with a compelling ad and landing Each time consumers are explicitly stating their intent page It all starts with your goals a great ad and a when they search Google Ads is a platform that gives landing page Whether you re looking to drive sales you the opportunity to display relevant information expand your online presence gain repeat customers via pay per click advertising PPC This can put your or to generate awareness Google Ads can help brand front and centre each time a relevant search occurs Here s a quick look at the key elements of Once you ve identified the keywords and set your Google Ads bids you need to ensure you don t disappoint your customer That s why your ad and landing page has to Often times Search Engine Optimization SEO be spot on Google also prioritizes conversions which and Pay Per Click PPC are included in the same means if your ad leads to a landing page that a user keyword strategy since the two are connected on the leaves quickly you ve wasted your opportunity Here Search Engine Results Page SERP PPC has the are some tips for improving your ads and landing ability to cover any gaps in your SEO visibility or to pages help strengthen visibility with good SEO performance 1 Simple designs work best They re easier to read In other words if you have great SEO visibility and and they load quickly PPC your brand might appear twice on the SERP giving you a better opportunity to connect with your 2 Use a compelling headline audience 3 Use bullet points for an easier read don t write too much 4 Choose eye catching images that add to your Keywords are crucial to your success and the Google message Keywords Planner can help you identify words 5 Have a simple and direct call to action eg Click associated with your brand Choosing the correct to Get Your Online Quote keywords can help to maximize your dollar and return on investment The planner can also help you discover new keywords and to research keywords and determine what they might cost Google Ads is essentially an auction where brands can bid on particular keywords and search queries based on their budget You can set a daily budget and a maximum bid to ensure you re never paying more than you want to Google Ads can also help by ads google com identifying the keywords your competitors are using 43

SOCIAL MEDIA B UIL DING YO UR CO MMUNI T Y A CRO S S CHA NN E L S A ND P L AT F O RMS 45

SOCIAL MEDIA GLOSSARY There is a lot of unique language used in social media Conversion Rate Conversion rate refers to a marketing and it can at times be a bit confusing common metric tracked in social media that is the Let s start with a list of some of the more common percentage of people who completed an intended terms you might come across action i e filling out a form following a social account etc Algorithm Algorithms are designed by search engines and social media platforms to pick and Direct Message Direct messages also referred to choose content that is most relevant to the user as DMs are private conversations that occur on Twitter Both parties must be following one another to send a message Bitly Bitly is a free URL shortening service that provides statistics for the links users share online Bitly is popularly used to condense long URLs to Employee Advocacy Employee advocacy refers to make them easier to share on social networks such the act of employees using their own social presence as Twitter to increase the reach of the company and its content Bio A bio on social media refers to a short bit of Endorsement An endorsement on LinkedIn refers explainer text that explains who the user is to an instance in which another LinkedIn user recognizes you for one of the skills you have listed on your profile Chat Chat can refer to any kind of communication over the internet but traditionally refers to one to one communication through a text based chat application Engagement Rate Engagement rate is a popular commonly referred to as instant messaging IM social media metric used to describe the amount of applications Facebook has a chat feature for interaction likes shares comments a piece of instance content receives Clickthrough Rate Clickthrough rate is a common Fans Fans is the term used to describe people who social media metric used to represent the number like your Facebook Page of times a visitor clicks through divided by the total Favorite Represented by the small star icon on number of impressions a piece of content receives Twitter favoriting a tweet signals to the creator that you liked their content or post Comments A comment is a response that is often provided as an answer or reaction to a blog post or Follower In a social media setting a follower refers message on a social network to a person who subscribes to your account in order 46 to receive your updates

Friends Friends is the term used on Facebook to Live Streaming Live streaming is the act of delivering represent the connections you make and the people content over the internet in real time you follow These are individuals you consider to be friendly enough with you to see your Facebook profile Meme A meme on the internet is used to describe and engage with you a thought idea joke or concept that s widely shared online It is typically an image with text above and below it but can also come in video and link form Geotag A geotag is the directional coordinates that can be attached to a piece of content online For example Instagram users often use geotagging to Mention A mention is a Twitter term used to describe highlight the location in which their photo was taken an instance in which a user includes someone else s username in their tweet to attribute a piece of content or start a discussion Handle Handle is the term used to describe someone s username on Twitter Native Advertising Refers to a type of online Header image A header image refers to the large advertising in which the ad copy and format adheres photo displayed at the top of your profile on Twitter to the format of a regular post on the network it s The header image is also commonly referred to as being published on The purpose is to make ads feel the banner image on LinkedIn or the cover image on less like ads and more like part of the conversation Facebook News Feed A scroll of current posts On Facebook Hashtag A tag preceding a word used on a the News Feed is the homepage of users accounts variety of social networks as a way to annotate a where they can see all the latest updates from their message Social networks use hashtags to categorize friends The news feed on Twitter is called a Timeline information and make it easily searchable for users Permalink A permalink is an address or URL of a Impressions Sometimes called a view or an ad particular post within a blog or website that remains view is a term that refers to the point in which an ad indefinitely unchanged is viewed once by a visitor or displayed once on a web page The number of impressions of a particular PPC Pay per click is an online advertising model in advertisement is determined by the number of times which advertisers display ads on various websites or the particular page is located and loaded search engines and pay when a visitor clicks through Link Building An aspect of SEO in which website Reply A response to a tweet through a separate owners develop strategies to earn links to their site tweet that begins with the other user s username from other websites with the hopes of improving their This differs from a mention because tweets that start search engine ranking Blogging has emerged as a with an username only appear in the timelines of popular method of link building users who follow both parties 47

Search Engine Optimization Search engine Trending Topic Trending topics refer to the most optimization is the process of improving the volume talked about topics and hashtags on a social media or quality of unpaid traffic to a website from search network These commonly appear on networks like engines Twitter and Facebook and serve as clickable links in which users can either click through to join the conversation or simply browse the related content Social Media Monitoring Social media monitoring is a process of monitoring and responding to mentions User Generated Content User generated content related to a business that occur in social media is content blogs videos photos quotes etc that Social Proof Social proof refers to when people seek is created by consumers Marketers typically tap into direction from those around them to determine how their audience in an online setting to collect this type they are supposed to act or think in a given situation of content to support a campaign or initiative In social media social proof can be identified by the number of interactions a piece of content receives or Viral Viral is a term used to describe an instance in the number of followers you have The thought is that which a piece of content Youtube video blog article if others are sharing something or following someone photo etc achieves noteworthy awareness Viral it must be good distribution relies heavily on word of mouth and the frequent sharing of one particular piece of content all over the internet Tag Tagging is a social media functionality commonly used on Facebook and Instagram that allows users to create a link back to the profile of the person shown in the picture or targeted by the update Phew that s a lot and you can visit blog hubspot com marketing social media terms for even more 48

SETTING SOCIAL MEDIA GOALS It can be overwhelming to think about the various stretch your abilities but still remain possible ie gain ways people connect with each other and the world 500 new followers is more attainable than gain 10 000 online Social media can seem like an easy way to put new followers your company online but it s important to think about why your company is on social media If you don t Relevant This step is about ensuring that your goals have an immediate and clear response to that why matters to you and that they align with other relevant you may begin to feel like you re flailing in uncertain goals For example is your overall marketing strategy waters Don t fret you just need to set some social about gaining new customers in a specific target media goals market or building brand awareness These should be treated differently Timely Every goal needs a target date so that you have a deadline to focus on and something to work toward This part of the SMART goal criteria helps to prevent everyday tasks from taking priority over your longer term goals Your social media goals may fall under one of these categories These goals need to be SMART ie Specific 1 Measurable Achievable Realistic and Timely B rand Awareness This includes customer knowledge about your brand such as your Specific Your goals should be clear and specific reputation culture values quality features otherwise you won t be able to focus your efforts specifications and social status By regularly or feel motivated to achieve them For example X sharing industry related content and posting number of impressions on Facebook about employees and company events customers will gain an awareness of what your Measurable It s important to have measurable company is all about Don t forget to like share goals so that you can track your progress and pivot and follow other relevant pages and content on if necessary luckily social media tools make tracking a regular basis This puts your brand in front of very easy people too Attainable Your goal also needs to be realistic and Trackable analytics that might indicate that attainable to be successful In other words it should you ve had an increase in brand awareness are 49

Number of Followers Mentions Post Reach and to the people who engage with your content Post Engagement likes comments retweets Facebook has developed Facebook Lead Ads which make it even easier to gather contact 2 C ommunity Engagement This is especially information from interested people important in the mutual world since community facebook com business ads lead ads focus is one of our unique selling propositions Share your events like donations fundraisers 4 C ustomer Support Building better relationships BBQs and team sponsorships but don t forget to with customers through support online can share and comment on the events of your local increase customer lifetime value Be sure to community pages teams stores committees respond promptly to a customer complaint or etc question and use an empathetic tone If you need to transfer them to phone or email do so with the 3 S ales Lead Generation This is where Agent s same friendly tone assuring them that you re not can use social media to their benefit too Lead handing them off but you re making things right generation can take a bit more work as it usually for them involves creating compelling content videos are a common example and then targeting ads SOCIAL MEDIA ADVERTISING There are two ways social media can be part of your so having a dedicated person to watch your pages for marketing strategy questions comments is key 1 Your company s social media presence and Social Media Advertising 2 Social media advertising Social media advertising consists of videos or images Your Company s Social Media Presence that are placed in visible areas throughout a user s This is your company s various social media pages social media experience the content on those pages and the engagement your page has with individuals and organizations These ads can be seen by any user regardless if they Users can see this content if they have liked your or someone in their network has liked your page or page or occasionally if someone in their network has not There are many different types of social media interacted with content on your page ads and many different payment plans and strategies As mentioned above people are also turning to your that can be used to increase ad exposure company social media pages for customer service 50

You can also carefully target specific groups of users prevention tips community events trivia etc and 20 through most social media advertising percent of your content can be advertisements You can advertise on social media platforms without Sometimes posting ads in the appropriate places can necessarily having a company profile but it s not still lead to a negative response if done incorrectly advisable people might try to reach out to you on the Ads must be compelling and compliment the social platform your ad is displayed media platform that they re found on Although it s easy to create one ad and post it across all social The difference between your social media presence media platforms it may not result in the greatest and social media ads is crucial Many companies are return for you Ads that stick out like a sore thumb can guilty of using their social media presence almost become the subject of ridicule exclusively to advertise their brand and services Although this may seem like a great way to increase One of the most difficult places to advertise on is brand awareness for free it can do more harm than Instagram Instagram has a certain aesthetic and good If a user likes or follows your page they likely it s all about beautiful visuals Keep this in mind if already know about your company and what types of you decide to tackle that platform Look back at the services your company offers Constant advertising glossary to Native Advertising This is an important becomes unwanted and obtrusive part of digital advertising it should appear seamless A complete list of social media ad design It s a good idea to follow the 80 20 rule Eighty specs can be found here percent of content shouldn t be about your products www strikesocial com blog social media ad specs and services think general information loss A Few Common Billing Options Cost per click CPC You pay for an ad placement Cost per action conversion CPA You are charged when the viewer clicks on the ad when someone completes the action you specified when optimizing the ad Actions can include Cost per thousand impressions CPM You are billed downloading an app signing up for an email for every 1 000 impressions of an ad newsletter or making a purchase directly from the ad Cost per view CPV You are charged every time Cost per like You pay for every follower gained someone views your ad make sure to check how through the ad campaign or like given to an ad photo each social media platform counts views or page 51

YOUR SOCIAL MEDIA PLAN Buffer com has shared a blueprint for a cohesive In terms of timing you may want to stick with some social media plan at buffer com library social media best practices and go over your stats later marketing plan Here we ll lay out the basics for you Facebook 1 4pm Twitter 1 3pm Step 1 Choose Your Social Networks Instagram 5 6pm Base this on your Audience where do your potential Linkedin 7 8 30am 5 6pm customers hang out What social media network has the right demographics for your overall strategy Step 5 Analyze and Test Time how much time can you or your staff devote to The more you post the more you ll discover which a social network Plan on at least an hour a day to content timing and frequency is right for you start Resources what personnel and skills do you Set benchmarks run a test check the stats and have to work with Can you create what s needed in implement necessary changes office Step 6 Automate engage and listen Step 2 Fill Out Your Profiles Completely Have a system you can follow to help you stay on top A complete profile shows professionalism cohesive of updates and engage with your community To start branding and a signal to visitors that you re serious with automate posting of your social media content about engaging with them Aim for consistency and There are multiple tools online Buffer Hootsuite etc familiarity with your visuals that can help you create a queue of posts to be sent Step 3 Find Your Voice and Tone out according to whatever schedule you choose Buffer says Voice is your mission statement Tone is Automation is the secret weapon for consistently the implementation of that mission Ask how you want excellent sharing day after day customers to think about your company Your plan doesn t end with automation though Social media requires engagement too Step 4 Pick Your Posting Strategy What s the ideal amount to post in a day When should you post What should you post It depends When people talk to you talk back Set aside time Videos are ideal for engagement they re more likely during your day to follow up with conversations to be retweeted or engaged with Go for quality over that are happening on social media These are quantity in the amount you post If people aren t conversations with potential customers references engaging with valuable content they won t see any friends and colleagues They re too important to of it ignore 52

The Grand Poobah BACKGROUND that often contain camera effects and captions Facebook got its start at Harvard in 2004 as a college Stories can also contain links to other Facebook users networking platform and gradually expanded to all ivy or pages The key difference to the newsfeed is that league schools and continued to grow to include most stories only last for 24 hours and then they disappear universities and colleges across the United States This means that the content on Facebook Stories are and Canada In 2006 Facebook became public and focused on what is happening on a given day For anyone over the age of 13 could create an account example you may use Facebook Stories to show Today Facebook has over 2 32 billion active users policyholders what s happening at your Open House Company BBQ or what s going on at a tradeshow you re attending KEY FUNCTIONS Newsfeed The newsfeed is the area in the middle of the Facebook homepage It s where users can read Facebook Live Facebook Live is a tool that allows and post status updates photos videos links app users to broadcast video to their audience in real activities and like react comment and share content time Viewers can react and comment on live videos from people Pages and Groups as they re happening This makes live videos an excellent tool for interacting with your audience in an Facebook Stories Stories can be found in the section informal and fun way Facebook Live videos can be above the newsfeed Stories are videos and photos up to four hours in length When a Facebook Live 53

video is over it will stay on the user s profile or page Businesses can also create an auto reply message if so that their audience can view it later One in five a user sends them a message This can be used to videos on Facebook is a Live video On Facebook tell users that you are away from your computer and people are spending 3x as much time watching that you will contact them upon your return There are livestream videos and commenting 10x more during also a variety of ways to advertise within messenger the broadcast compared to traditional video uploads For example you can place an ad on the main screen Facebook Live could be used to answer policyholder of the mobile messenger app You can also have a questions about insurance show people what s Call to Action in a regular Facebook ad that will open happening at your company events or even walk up Messenger so that a user can contact your page through loss prevention safety tips directly Here s an example you could run an ad about service line coverage Policyholders may not be One of the key things with Facebook Live is to create aware that they re responsible for the service lines on hype around your Live video You want viewers to their property and may have follow up questions Your know when your live event is happening so they know Call to Action prompt could direct them right to your when to tune in Messenger chat box Facebook Messenger Messenger is a Facebook Facebook Events Are you hosting an event that service that allows users to communicate privately anyone in your community can attend Creating a and in groups Businesses can use messenger to Facebook event is a great way to connect with people connect with customers in an informal and personal who may or may not be a policyholder Facebook way There are a few messenger features that have users can view events happening in their area and been designed specifically for business pages for can express their interest in attending and ask example a business can create a custom message questions regarding the event that will pop up when a user visits their page Keyword Reminder Follow a way for users to see updates from pages they re interested in even if they re not a fan of the page Impressions the number of times an ad or content is seen The same person can increase impressions if the same ad or content is displayed to them multiple times Reach the total number of individuals who have seen an ad or content Engagement The number of users who interacted with content liked reacted comment shared Reactions Now users can do a lot more than like They can react to content with Love Haha Wow Sad and Angry emojis Reactions are worth more to the Facebook algorithm than likes 54

More Than Selfies and Food Pics BACKGROUND KEY FUNCTIONS Burbn was a social app that allowed users to check Instagram Feed This is the main area of Instagram in at particular locations make plans for future check It s a series of square photos and videos that are ins earn points for hanging out with friends and post curated from the accounts a user follows Users can pictures of the meet ups The app wasn t finding great like and comment on photos and videos in their feed success but the developers soon discovered that the and can send these photos and videos to other users most popular aspect of the app was the photo sharing in private messages Advertisers can also create feature sponsored posts that can be found throughout a user s Instagram feed They completely stripped down Burbn enhanced the photo sharing feature and rebranded the app as Instagram Live This is very similar to Facebook Live Instagram The app launched in October 2010 and however there are a few key differences today Instagram has over 1 billion active users Instagram Live notifies every follower that you are Live as soon as you start streaming 55 Live videos are displayed for followers 24 hours

after the video is complete although you can save Instagram Stories Instagram stories are very similar the video to your camera roll to repost later to Facebook stories with a few key differences You can only stream for up to one hour You can only stream from a mobile device Instagram stories much more than Facebook You get fewer analytical metrics compared to users and businesses Facebook Instagram users and businesses have embraced Instagram allows you to incorporate GIFs into your story IGTV This is an extension of the Instagram app that Instagram has Story Highlights which are is for videos only Currently Instagram videos can permanently displayed under your bio until you only be 60 seconds long IGTV is a place for videos decide to remove or change them that are longer than 60 seconds Although anyone can upload content to IGTV most users are limited Instagram Explore This is an additional feed to a to uploading videos that have to be shorter than 10 user s regular Instagram feed The Explore feed minutes Verified users can have content that is up to shows users content that they might be interested in 60 minutes in length based on Instagram s algorithm Keyword Reminder Instagram Handle A username that defines a user or business profile Bio This is the area below a users profile image and username This is a common place for businesses to put a call to action e g visit our website at www mutualcompany com Tag an symbol followed by an Instagram handle A tag is used to draw a users attention to specific content on Instagram Instagram photos captions and comments can contain tags Double Tap Instagram allows you to like aka a post Filter Filters are editing tools that can be applied to Instagram posts to enhance colours and features of the image or video Gallery The collection of all of the Instagram posts on a user s page 56

Home of the Hashtag BACKGROUND Twitter Moments Twitter Moments are a compilation Two years after Facebook made its debut New York of tweets added together to create a narration Twitter University undergrad Jack Dorsey came up the Moments can be created by anyone The narration idea of creating a communications platform in which can be composed of original tweets or tweets from friends could keep tabs on each other by updating other people This is a great way to gain engagement statuses After an initial prototype Twitter was since you can include your own original content with released to the general public in July 2006 content created by accounts that have a different following than you do An example of how you could Twitter experienced massive growth and soon use this feature would be if your company was at became the social media giant that it is today It an event like the IPM You could add tweets about boasts an impressive 126 million daily users your presence there but also include content created by others eg people posting about the parade the KEY FUNCTIONS music the plowing match results the Queen of the Twitter Feed The main area of Twitter where users Furrow competition etc Tweet like comment and Retweet content 57

Twitter Direct Messaging Instead of using the Mutual Insurance Companies Grouping similar symbol followed by a username to interact with accounts together makes it easier to find relevant someone you can send them a direct message which content to share Lists also allow you to monitor the can only be seen by that user Your policyholders may activity of similar companies to remain current and get wish to direct message you on Twitter so it s important inspiration for new content to ensure your Twitter notifications are on You can also set up a welcome message that triggers as Pinned Tweet Tweets that stay static on the top soon as a Twitter user begins a direct message of your profile When people visit your profile the pinned Tweet is the first one they see regardless of Twitter Lists This tool is used to create a custom when you Tweeted it This is a useful place to share feed from accounts you follow on Twitter An example information about a promotion or event you might of Twitter Lists that mutuals might find useful would be having or simply a place to put some of your be Loss Prevention Local Community and companies key messaging Keyword Reminder Tweet This is any text image or video shared with followers Retweet or RT This is when you share someone else s content for your followers to see When retweeting you have an option to add a comment to the retweeted content if you want to Mention Similar to an Instagram Tag A mention is a user or page s twitter handle that is intended to draw that user or page s attention to content on Twitter It is commonly used to have public conversations on twitter When you mention someone they ll get a notification that you ve done so in the Mentions section of their account Hashtag The hashtag or pound symbol is used to categorize and organize content on Twitter This helps users find content they are looking for Additionally hashtags allow Twitter to see what topics are trending that day which compiles the Trends section on the left side of a users Twitter feed Twitterverse or Twittersphere This is a common term to describe the entirety of Twitter e g The Twittersphere is buzzing with people discussing our local mutual s charity event 58

Yes vlogging is a word BACKGROUND videos are indexed and can be discovered when Youtube was created in 2005 in California by a small people search content on Youtube and Google team inspired to create a place on the web where Because Youtube videos are searchable they ll people could easily share videos with their friends have a longer shelf life than Facebook and and relatives Identifying and filling this need turned Instagram which have timeline style layouts out to be a very fruitful endeavor as Google ended up Youtube allows you to film live videos with external cameras that are not part of the streaming device purchasing Youtube for 1 65 billion in Google Stock in 2006 Youtube continues to grow rapidly and is currently the second most frequently visited Youtube Playlists Youtube Playlists are a series website of videos that automatically play one after another Playlists help to organize videos based on content KEY FUNCTIONS e g Loss prevention videos FAQ videos Agent Youtube Live Youtube Live is very similar to videos This helps viewers find the content they like both Facebook and Instagram Live with a few key Playlists also encourage more views as viewers are differences automatically directed to more content Unlike Facebook and Instagram Youtube offers Youtube Cards Youtube Cards are call to action an intelligent search engine This means that live 59

panels that appear and disappear throughout a video Reactions A video that shows someone reacting to something e g Gen Z reacts to 80 s hair bands There are four types of cards 1 Channel Cards link to a channel that you d like to Tutorial One of the most popular types of videos on Youtube This style of video has made Youtube direct viewers to 2 Link Cards direct viewers to any place on the web a popular education tool Tutorials range from how 3 Poll Cards allow youtubers to interact with viewers to change a car tire to how to french braid hair and everything in between by presenting them with a poll they can vote on 4 Video or Playlist Cards direct viewers to other Review Someone explaining their experience with a product or service and expressing their videos or playlists on Youtube opinion End Screen Similar to Youtube Cards the End Unboxing A video of someone s first impressions while unboxing a product for the first time Screen is a call to action area that lasts 5 20 seconds at the very end of a video End Screens can consist of Challenge These are videos where people complete a difficult task or dare up to four elements including Youtube Cards and or a subscribe button that will appear on screen Vlog a video blog like a video diary entry that usually consists of someone s thoughts opinions or experiences POPULAR VIDEO STYLES Haul A video showing everything someone bought online or in person at a certain store Keyword Reminder Youtuber Someone who is usually well known on Youtube and regularly posts videos Subscriber People who have opted in to receive notifications from a certain channel whenever that channels posts new content Channel This is a user or businesses profile where all of their video content is housed Click Bait using an over the top title or thumbnail to entice people to click on content Usually this results in viewers feeling underwhelmed after watching the video Watch Time This is the total amount of time users have spent watching a video Average Percentage Viewed The average percentage of a video viewers actually watched 60

Career and B2B Connections BACKGROUND LinkedIn members love to see creators giving their More than 610 million people worldwide gather on take on what s happening in the news or their industry Linkedin to stay connected advance their careers whether through a post a video an article or even a and work smarter LinkedIn has the largest global comment This type of content resonates most with community of business professionals members and helps build a community of people with similar interests and professional insights According to Microsoft LinkedIn is currently seeing record levels of engagement up 24 year over year Sharing your personal stories and experiences in a with more and more users coming to the platform to genuine way also inspires others The more you can discover relevant content and engage with colleagues tap into existing conversations whether around and peers the office or in your industry the more likely your article post or video is to be successful Given the growth and the related increase in total LinkedIn members it makes sense for more brands KEY FEATURES to also be looking LinkedIn s way and assessing Linkedin Articles Use articles to share your insights their best options for tapping into relevant on platform perspectives and expertise Embed videos images conversations and slides to strengthen your message 61

LinkedIn Publishing LinkedIn s publishing platform strategy to develop rapport If needed you can flag functions as a place where members can publish and hide abusive or offensive comments long form posts that related to their professional interests and expertise Views in the Feed this is the number of people who scrolled past your short form post in their feed Short form Post use these to share and start conversations about what you re reading ask for Views For videos it includes any view of 3 seconds advice or ideas and respond to industry news or more For articles it includes clicks from any source on or off LinkedIn Video One of the easiest ways to start a conversation is to record a video Speak clearly use Shares For posts it s the number of times it s been a brightly lit room and use something to stabilize your shared on LinkedIn For articles it s the number of camera or smartphone times it s been shared on Linkedin or another social platform Comments engage in the comments on your articles and posts It really makes a difference and it s a great Keyword Reminder Degree Connections This is how LinkedIn shows how closely connected you are to other LinkedIn users 1st Degree People you are directly connected to on LinkedIn 2nd Degree Connections Like a friend of a friend second degree connections are your 1st degree connection s connections 3rd Degree A friend of a friend of a friend third degree connections are your second degree connection s 1st connections Endorsement LinkedIn users can endorse their 1st degree connections to recognize their skills and expertise These endorsements are displayed on a user s LinkedIn profile page Recommendation A comment written by a LinkedIn user commending their colleague business partner or student Recommendations are displayed on a user s LinkedIn profile page Linkedin Headline Similar to an Instagram or Twitter Bio LinkedIn Headlines appear just below users profile image LinkedIn Groups provide a place for professionals in the same industry or with similar interests to share content find answers post and view jobs make business contacts and establish themselves as industry experts Linked Groups allow you to message users within the groups that are not necessarily a 1st degree connection Daily Rundown A daily summary of the day s top headlines Every LinkedIn user will receive a daily notification 62

SOCIAL MEDIA RESOURCES Build Your Social Media Toolbox Canva canva com STOCK IMAGES Canva is a graphic design tool created for people who High quality compelling images are essential to excel aren t graphic designers Canva comes loaded with in social media but spending hundreds of dollars on thousands of templates for social media and a variety images isn t The following websites offer thousands of other projects You can chose from a variety of of high resolution royalty free images images and fonts and can also upload your own logo Pixabay pixabay com and images to make your design uniquely yours Pixabay has a huge variety of royalty free images and Pablo pablo buffer com offers an intelligent search engine to help users find Pablo is a tool created by Buffer See Buffer under exactly what they need Pixabay is one of the only Social Media Management Tools Pablo is designed free image sites that also offers a wide selection of to make posting images to social media a fast and vector graphics and videos simple process Pablo is ideal for presenting text based posts in a visually appealing way Users can Unsplash unsplash com search from thousands of royalty free images choose This website provides users with access to from a variety of fonts to type their message add thousands of beautiful high quality images taken their logo and download their creation in a matter of by photographers across the globe Unsplash has a seconds The best part is that Pablo lets you chose Collections section that allows you to browse photos which social media platform you re posting to and by categories such as office life portraits couples etc ensures that the image size is ideal for that platform 63

VIDEO platforms From scheduling posts to viewing analytics Video is the most effective way to engage with your social media management tools allow you to audience It can seem time consuming and expensive automate processes and see how well your strategy but it doesn t have to be Check out these resources is working that can help you create professional looking video Hootsuite hootsuite com content without a professional film team Hootsuite allows you to manage all your social Biteable biteable com networks in one spot with a customizable dashboard Biteable makes creating video simple with their user where you can view several feeds at once Hootsuite friendly video editing platform Biteable allows gives is highly customizable and offers intelligent analytics users access to a video library curated from over to show which posts are preforming best 85 000 Shutterstock videos You also have the option The free Hootsuite plan allows you to connect up to upload your own video footage to three social profiles and gives you access to In addition to the 85 000 live action videos that are at most of the pro features however you can t add a your disposal Biteable also offers dozens of different team member to collaborate with and you can t bulk video themes such as claymation infographics schedule your messages patterns business tech mock ups etc These themes allow you to create a video that is polished Hootsuite also offers a variety of educational professional and memorable resources including webinars blog articles research papers and even courses and certification programs Vyond vyond com at Hootsuite Academy Whether you re new to social Animation doesn t have to be for Saturday morning or not Hootsuite offers a variety of resources to help cartoons it can be a powerful tool for your business Vyond is a web based software that allows you to Buffer buffer com create dynamic animated videos Buffer is a stripped down social media management tool It excels at custom post scheduling options Vyond offers three types of video styles business however you can t create a custom dashboard to friendly whiteboard and contemporary With watch your feeds and it s analytics are quite basic for thousands of characters plus prop and scene a more extensive look into analytics users will have to customizations the only limit to Vyond is your subscribe to Buffer Analytics for an additional fee imagination Like Hootsuite Buffer offers many educational SOCIAL MEDIA MANAGEMENT TOOLS resources including blog articles courses and Social Media Management tools work like your very webinars One large advantage to using Buffer is its own social media cockpit These tools allow you to Google Chrome extension The Buffer Button allows see and control what s happening across social media you to share anything on the web with one click 64

Additional Social Media Management Tools that are BuzzSumo buzzsumo com worth a look are BuzzSumo is a tool that allows users to see what Sprout Social Sendible AgoraPulse eClincher content is trending across industries and who the leading influencers are By searching a term like Agriculture you can quickly see the content that CONTENT INSPIRATION TOOLS is being interacted with the most Content that is Arguably the most challenging part of Social Media performing well is great content to share Marketing is coming up with genuine interesting and shareable content that you can post on a consistent basis The following tools can help you get inspired Google Alerts google ca alerts Don t feel as though your content always has to ADDITIONAL CONTENT IDEAS be original In fact part of what makes a good Making Themes For example Try posting social media strategy is posting a combination of a TriviaTuesday where you ask questions original and shared content This shows that you re about insurance or your company A participating in the social media landscape WisdomWednesday post could be about loss prevention facts and ThrowbackThursday could Google alerts help you find relevant content You can feature historical images and facts about your try setting alerts to follow industry related topics local company or the mutual system in general events and any groups or organizations you sponsor Sharing info on industry news shows your audience Celebrate holidays and don t just stop at that you re on top of current market trends Sharing Halloween or Christmas visit info about the local community and your sponsorships daysoftheyear com to find out when to celebrate shows that your company cares about and supports Grilled Cheese Sandwich Day Plant a Flower Day your local community Popcorn Day Rubber Duckie Day and more Once you set your alerts Google will scour the web Ask an Engaging Question for example What s searching for any recent news articles that mention your favourite thing to do in your hometown Use your selected alerts Whenever news articles are a photo to increase visibility published to the web containing your alert terms a notification and a link to the article will be sent to your Give your followers a peek at what happens gmail account All you have to do is read through the behind the scenes Celebrate your employees notifications and pick and choose which articles you d accomplishments introduce new staff show team like to share building exercises and other company events

SOCIAL MEDIA WHAT S IN Trends to Consider Video Customers today respond to authentic content that doesn t necessarily have a slick finish Tip People spend 3x longer watching live video than non live video Visual Intelligence 80 of imagery is retained by the brain and only 20 of text Facebook doesn t even allow ads that contain more than 20 text Large amounts of text decrease engagement rates which is bad for both users and advertisers User Generated Content Consumers are 92 more likely to trust peer recommendations over brand first content User Generated Content captures a more genuine and authentic tone Hyper Local 74 of smartphone users access geo based information or checkins Geo targeting your ads will allow you to customize ads for the areas they ll be seen in Authentic Shareable Content 71 of consumers prefer personalized ads For example gearing recreational trailer insurance ads to people interested in camping 66 based on infographic from tracx com

The world of marketing is changing Customers want you to meet them where they are when they re ready to hear from you and it s all happening at a faster pace than ever before It can begin to feel overwhelming but it doesn t have to BACKGROUND OMIA Marketing is tasked with promoting the We also support the marketing initiatives of each overarching Ontario Mutuals brand We do this by of you our member companies through individual facilitating the Ontario Mutuals presence at key project support We created this booklet to offer industry events like farm shows the IPM and the additional support to you as you tackle your marketing IBAO We place advertisements online and in industry projects big and small We hope it will serve as a publications create promotional content and offer tool to spark inspiration and provide a fresh idea or sponsorship support to key organizations on behalf of perspective when you need it most the membership This is us the Association in Cambridge and this is the logo we use mostly internally This is you the collective mutual insurers and this is the logo we use to promote you publicly Reach us at marketing omia com We re happy to help

WHAT S INSIDE We ve gathered information on a variety of topics such as brand customer personas social media and the mysteries of Google We ve relied on our own insight as well as plenty of inspiration from leading marketing experts to build these chapters As with most things change is constant so we ve included web addresses to various online resources that you might find useful over time TABLE OF CONTENTS Marketing Plan Key Components SWOT Analysis Ideation Your Brand An Enduring Brand Mutuality Our Roots FMGF Unique Selling Propositions Storytelling Brand Personality Your Brand Story Audience Customer Personas Demographics vs Personas Individual Personas Empathy Map Customer Journey Map An Agent s Approach A Note About Brokers Attracting Great Employees Promotions Strategy Promotional Examples SEO Google SEO Glossary A Quick Look at SEO Earned Owned Paid Media Google Ads Social Media Social Media Glossary Social Media Goals 2 3 5 8 9 10 11 12 14 15 16 19 20 25 27 28 29 30 34 38 40 41 43 46 49

VIDEO CONTENT INFO RM A ND E NT E RTA I N 69

THE BEST STORYTELLER IN TOWN According to Hubspot 87 of people would like to Facebook plays over 100 million hours of video see more video from brands this year and 82 of all content for its users every day 85 of those internet traffic is expected to be video by 2021 videos are watched without sound Video has proven to be one of the most engaging 82 of Twitter users watch video content 90 of viewers believe product videos are helpful formats on Instagram and Facebook Luckily in the decision making process 80 of viewers technology has advanced so much that you don t recall a video ad they have viewed online in the have to have a professional grade camera to create past month professional looking content 40 of viewers take some kind of action after viewing a video ad There s no doubt that it can still be time consuming 92 of shoppers say visuals are the most influential factor affecting purchase decisions which is why repurposing your existing content is a great strategy for putting out more video content 70 of millennials are likely to watch a company video when shopping online VIDEO PLAYBOOK The best way to grow your brand awareness is to A SOUND STRATEGY build immersive brand experiences for your members When it comes down to it you need two types of These experiences should tell your story answer video marketing content videos that evoke emotion their questions relieve their concerns and turn and inspire viewers to action and videos that inform their attention into action SiriusDecisions recently and help your customers with their concerns How announced that as much as two thirds of the buying to videos are crucial for helping you appear in journey now happens digitally There s no better way search results but your other story driven videos are to deliver your purpose driven message than in an responsible for evoking authentic feelings online video Video provides movement that engages and attracts Over the next few years we expect the power of attention and helps viewers retain information better online video to enable more than half of humanity to than any other form of advertising While some learn share innovate and participate Youtube content lends itself to emotion more easily than others a whiteboard video might not be emotional in the traditional sense your content is far more likely to Here s proof from Visible Measures inspire action Request a Quote Find a Broker if One third of the users on the internet are YouTube it elicits a powerful response fueling your prospects users and 5 billion videos are watched on follow through YouTube every day 70

1 Tease Amplify Echo tease your audience with WHY EMOTION IS SO IMPORTANT A large part of your video marketing strategy should short ads amplify with long form echo to spur be to map the emotional journey of your viewers Is action 2 Mini Series break your story into thematic it funny Does it make them laugh What next The chapters that you can tell over time story needs to be compelling enough to make them stop and pay attention ADWEEK suggests that two 3 Direct Shot stick to one concept and tweak the thirds of media effectiveness comes from the quality video based on viewer context such as what of the content If it doesn t make them feel it doesn t they re about to watch 4 Follow Up serve viewers long form ads followed make them act In short the goal is to make viewers by shorter ads reinforcing the same message feel and then to fuel their follow through towards a desired action DRIVE ACTION Tim Washer Senior Marketing Manager at Cisco The best way to drive action is to make taking action puts it best in a recent interview In B2B sometimes as simple as possible Build out your campaign by we get stuck thinking we need to be complex in our tapping into a key consumer insight This will help you communications because we have a complex buying to best reach the audience you re looking for Here cycle but it s not companies that are buying from us are four tips to drive action in your video marketing it s people 1 Front load your offer now that you ve done BUILD AWARENESS the research pull audiences in with a direct and Resist the urge to silo your media across different relevant message 2 Showcase your brand authentically your brand s channels Video should work alongside traditional marketing efforts to create a seamless brand personality should shine through it shouldn t be experience for your customers Recent research from all about your product and services 3 Have a clear call to action make the desired Ipsos and Google have shown that combining media action easy to understand and see experiences can improve brand results at the top of 4 Don t be generic build your creative around the funnel For instance YouTube has begun running video ads on traditional TV to help boost brand specific passion points that matter to your awareness audience GROW CONSIDERATION INTEREST Moving customers down the purchase funnel demands a more personalized experience Here are four video ad sequences that can work particularly well in a campaign 71

Optimal Length 3 mins Video Type What is it Why Use it How To Step by step tutorial detailing how to do a specific action or activity Easily explain complex issues Online seminar designed to inform the audience about a particular topic area Can take the format of a panel discussion Have the option to broadcast live or offer viewers the option to watch ondemand Generate leads by 30 mins using gates require info before download Webinars Thought Leadership Offer expert advice or opinions on topics of interest to the brand s industry Educate viewers A high level overview of what problems you solve for customers and how Doesn t go into product specifics such as features Often animated though that s not a requirement Website Email Linkedin Educate viewers Establish your brand employees as thought leaders Guide prospects further along the buyer s journey Establish members of your team as industry leaders 3 mins Website Email Social YouTube Linkedin 2 mins Website Increase brand awareness Explainers Most Effective Channels Email Website Youtube Humanize your brand by putting a face on it Increase awareness of your product Educate buyers about what you do Good for the discovery phase of the buyer s journey 72

Video Type What is it Why Use it Demos Show your solution in action Deep dive into product features and functionality that show buyers what your solution looks like what it can do and how it works Should focus on benefits Increase awareness of your product by showing your solution in action Highlight real customers and their stories including the results you ve helped them achieve Show the value you provide to customers Promote marketing campaigns product launches events and other content assets Generate brand and product awareness Promote key assets or campaigns Case Studies Promo Optimal Length 3 mins Most Effective Channels Website Youtube 3 mins Website Email Social 1 min Website Email Social Good for lead generation Works well later in the buyer s journey Leverage social proof by showing off recognizable customers as well as those with good stories to tell and good things to say about your brand Increase traffic to your landing page website blog etc Can be good for lead generation https offers hubspot com video for marketing and sales 73

FINAL NOTES P UL L I NG I T A L L TO G E T HE R 75

MAKING A NO FUSS PLAN Marketing expert Neil Patel writes about the Don t become obsessed with what your competitors importance of being laser focused about your goals in are doing Instead acknowledge their presence then order to be able to act fast Time is precious so below focus on your own plan we ve shared his steps for coming up with a marketing strategy in one quick meeting 3 Set four SMART marketing goals for the next year Four is an arbitrary number but it s realistic for most 1 Review your customer persona small businesses Don t list too many goals You want Remind yourself of the following facts to make specific marketing achievements rather than Age burn yourself out on useless marketing experiments Occupation Family status Here are a few pointers on how you can come up with Income level accurate and achievable goals Geographical location if relevant Preferred social networks Evaluate where you are currently number of leads Online habits revenue customer acquisition rate and set the bar Preferences that are relevant to your service higher State specific numbers rather than general ideas eg 75 online leads each month is specific It s critical to understand the psychology that drives whereas Increase online traffic isn t Make sure your customer before you create a plan for reaching you can measure whether or not you achieve your them goal Goals are no good unless you know when you ve accomplished them Set a time limit Identify 2 Determine exactly who your competitors are an endpoint for your goal In other words each goal Make a list It doesn t need to be long Just write down should have a date by which the goal should be your worst or best three competitors achieved 76

4 Identify the four key activities required to achieve Whatever the case it s time to write down specific that objective activities and appoint the people responsible to do Here s where you figure out the exact marketing tasks them that you ll launch in order to achieve your goals 7 When things change you change For example if online leads is one of your goals Your marketing strategy is not static It changes and then SEO and content marketing tasks may become these changes are happening constantly part of your key activity list Why only four key activities Again the number is somewhat arbitrary Team members leave Markets change Goals but four is manageable change Technology evolves One marketing mistake that many businesses make Most of the fluctuation in your marketing plan will is trying to do too much Whether through sheer probably revolve around industry and algorithm excitement or ignorance they embrace too many factors but you may also find that you need to adjust marketing tactics and channels and end up with your goals tweak your persona or add a competitor unprofessional unfinished or ineffective methods or two Instead of trying to do everything halfway try to do a The important thing to keep in mind is that change is few things full throttle Choose to do what you re good good Embrace it and you ll succeed at and what will help to drive the business to succeed at those goals Conclusion If you get stuck at any point in this process leave 5 Identify three key ways to measure success the section blank and move on You can create the Key performance indicators or KPIs help you beginnings of a plan without identifying every detail determine whether or not your marketing is As you continue fleshing out your marketing plan successful Does it have an ROI other areas will become more apparent and you ll be able to complete the process Often software can automate much of the analytics for you and make it easy to understand how and neilpatel com where your marketing efforts are successful 6 Assign each team member a specific task and provide them with full autonomy over that task Depending on the size of your team these tasks may be distributed among five people a network of contractors or maybe just you 77

WHAT WORKS FOR YOU At the end of the day it doesn t matter whether you re Luckily Ontario Mutuals don t need to be told twice running online or print ads producing tradeshow that customers are always the top priority events or targeting customers on Facebook What matters and what really hasn t changed is that your Your companies are top notch when it comes company sets up the right systems to build genuine to customer relations look no further than your human to human bonds with the buyers you re retention numbers to see this in action The key to trying to reach The key to successful marketing is gaining new business if that s your strategy is to your ability to choose the best possible channels for spread the word achieving that end goal Community engagement so much of what you Marketing starts with your customers Before already do is so valuable for creating relationships launching any campaign make sure you understand sharing your story and growing a quality customer what your customers want and need base The tools may seem more complicated but in reality they ve created a direct connection to customers the likes of which we ve never seen Demand should dictate what you supply and how you supply it but remember people will always value meaningful interactions especially in the world of insurance where caring matters most during high stress events Consider thoughtful notes celebrate long standing policyholders participate in community events and give back It s the mutual way and it truly emphasizes that we re in this together 78

MARKETING AT OMIA Reach out to marketing omia com to discuss your projects We ve customized ads brochures fact sheets door hangers business cards billboards backdrops banners and more This service is all part of your membership with OMIA Consider borrowing promotional materials for your next event or tradeshow We have plink o prize wheels ballot boxes banners and backdrops Also OU T TH E LE AR N AB FF ER EN CE WI TH AN Y DI E CO MP MU TU AL SU RA NC TU AL IN PE EL MU connect with us online Why you need our new Home Systems Prote ction coverage Typical costs to replace Small but mighty s are 40 Ontario Mutual insurance independent that grew companies towns and in the small the that form e rural areas of our provinc backbone let our small But don t Together size fool you one of the nt we represe most secure strongest ks in the financial networ world your Rooted in we ve community tions genera sheltered of mutual The spirit is woven insurance of every into the fabric the spirit It s community for together of coming good While the greater member many of our began as companies s in the mid farm mutual we offer 1800s today home of a full range rcial and auto comme tailored ce farm insuran and your you to protect family than a You re more you have policyholder be heard it a voice Let stay where Premiums most good they do the community in your buy a policy e When you tically becom Mutuals you automa that With Ontario in the r of stay you a membe premiums That means employing nt company community in importa supporting have a voice neighbours electing a y and issues like rs the local econominvest We board of directo giving back s and in local projectmatters support what policyholders our to most buying local We ve been tions and for genera been has spirit community style for more part of our than 150 years OntarioMutuals centred We re people ntred not call ce be treated You will alwaysnot a like a person ver you number Whene n or a claim have a questio know and you someone right there trust will be not the way to help It s ce company every insuran s but it s the does busines s way Ontario Mutual in the com hbours and givin supportin mun g back g the loca ity We inve l economy st most to in local projects our polic and supp yholders ort wha t matters or repair There s insu then th rance www northble er nheim c e mut ual insu s om rance You re mo a voice re than a pol Let it be icyhold When er you heard you have member buy a policy you of in importa that company automatically become That mea nt issu a ns you We re peo es like electing have a a board voice ple centr of director You will ed not always s be cal treated Wheneve like a pers l centered r know and you have a que on not a stion or number trust will a claim be righ someon t there e you to help Ontario Mutuals urance There s ins insurance tual sE mu CAS OF AN ACC then theINre IDENT REMAIN Premiu ms good stay where With Mut in your com they do the uals prem most mu employin iums stay nity g neig Dufferin Mutua Discove l r the M utual Dif Home ference Auto Co mmerc ial Far m CALM Check for Do NOT injuries MOVE injure d persons BE AWA RE of appro aching vehicl If safe to es take do so and extra care vehicles MOVE VEHIC are opera LE out of ting safely traffic If damage appears to involved CALL POLIC be over 1 000 or if are unsur e it is best E and AMBULANC injuries are to call E If you Write down the accid ent facts inside of on DO NOT card DISCUSS the accid than the police or ent with anyone other your insura DO NOT nce representa ADMIT any tive fault for DO NOT the accid LEAVE the ent police scene until authorized by the If you happe PICTURES n to have a came ra or cellph If not take possible one pictures of your vehicl TAKE e when WRITE your details are story down as soon not forgo as possib tten le so small REPORT the accid ent insurance company to your broker agent or DO NOT AUTH you ve spoke ORIZE repair s on your n to a claim vehicle until s adjuster IN CASE www Du OF AN ACC fferinMu IDENT www Du fferinMu edgemut INSURA ual tual co m Your Marketing Communications Department NCE CO M PA N Y 103 Well ingto Drayton n Street South ON N0G 1P0 Phone 519 6 38 3305 Toll Free 1 844 Fax 1 888 638 3305 346 6610 www edg emutual c om FLOOD in your we ve she com ltered gen munity The spir it of mut eration the fabr ual insu ic of eve rance is s ry com woven of com munity ing toge into It s the ther for spirit the grea ter goo d tual co m The m differe utual nce Small but mighty Ontario Mut that grew uals are 39 inde in pendent backbone the small tow insuranc ns and of rural area of the stro our province s th Toge ngest most secu ther we repr world ese re finan cial netw ork Rooted Lisa Hunter Manager Marketing Communications Brandon Mina Marketing Communications Coordinator Tavia Tobey Marketing Communications Coordinator c ou be Will y overed We d love to collaborate ucing Introd t e c t i o n r Pro Wa t e o v e r a g e C suran c e c o the most where they do Premiums stay community nity good in your s stay in the commu n k m in There s insurance tual then there s mu insurance m Individually Rated Commercial Automobiles y like us premium the local econom With mutuals urs supporting support employing neighbo invest in local projects and We lders We ve been and giving back has most to our policyho community spirit what matters generations and buying local for than 140 years style for more been part of our have us today about our competitive home cottage and car ntred insurance and discover red not call ce a number We re people cent person not the 403 Mary Street treated like a e youMutual difference N0G 1C0 Ayton Ontario 519 665 7715 1 800 265 3433 Agri business Contractors ELIGIBILITY Greenhouse Operators Discov er the Satisfactory claims experience Landscape Horticulturists Satisfactory driving records for all drivers Level II CVOR for heavy rated vehicles over 4500 kg Common Ownership 5 or more commercial rated vehicles for fleets As a Me Produce Delivery m utual com www germaniam utual com Looking for assistance with your IRCA or Fleet quotes Come us sn check the L out at Farm ondon Show Send your quote submissions to commauto kemutual com Fleet quotation forms available on our website where Home is rt is a e h r you has been ert e Hibb community for Usborn ur local part of yo ars ye over 140 nce e importa rstand th rs We unde g what matte tin of protec Hibbert Usborne e Insurance Company Mutual Fir ter South Exe in Street 507 Ma 350 235 0 96 Local 519 422 39 e 1 800a Toll Fre dhibbert c mpany usbornean urance Co Hibbert Usborne e Ins Ask u s abo ut the M Westm utual in farmer ster Mutua Differe s fo l ha abou nce t the r over 160 s proudly agricul prot years to mee tu We ar ected loca ting yo ral comm e l passio unity u at th nate an e d Lond Find on Fa look forwar us at rm Sh d on M the Ontar ow arch 6th fr io Mutual s om 1 1 30am booth 1 013 2 00 pm 519 64 4 1663 Any risk with a Conditional or Unsatisfactory carrier safety rating in last three years Hauling for others unless incidental to a farm operation or the exclusive use of the vehicle to transport farm products from the farm gate Refer to the manual for a list of ineligible classes Risks requiring out of Province filings U S Exposure We re not www kemutual com 1000 Dollar Scholarship In the spirit of mutual insurance West Wawanosh Mutual Insurance is giving back to our community in the form of six 1000 scholarships available to the sons and daughters of our policyholders for the upcoming 2019 2020 academic year These scholarships are intended to encourage and promote students as they pursue a post secondary education either academic or technical A completed application and topic assignment must be received by September 30 2019 Applications and conditions are available from a West Wawanosh Insurance Broker or Agent online www wwmic com or 81 Southampton St Dungannon ont O N Mutual Fir www w mic c a manda ted by nce rd of dire ctors of fellow me shareh mbers We re a olders Ne New Bru w Brunswick nswick compan ers y solely dedica ted to stays in New Bru nswick Profit can rebates be paid back to memb ers in the form of We re in premiu your loc m al com munity Togethe STRONGER TOGETHER r We re We Ar proud to belon e Strong g to a of mutu al insur anceer comp netwo rk anies that spans this provi nce and part of our stron g comm itmen t to each other mean s partic ipatin g in the Fire Mutu als Guar antee Fund FMG F The FMGF forms the bedrock of the mutual insuranc fellow mutual insurers and e system in Ontario our reinsurer secure busines Together along Farm Mutual s model In fact with our Re the Fund delivers a unique Hay Mutual secure networ belong s to and extremely ks in the world one of the most financ ially THE PREMIUM NOTE 1800s to 1970s Proud Sponsors of the Dungannon Super Pull Belm Differe ner h a boa All profit General information purposes Contact the K E Auto Department for more details 10 Creek Road P O Box 356 Chatham Ontario N7M 5K4 1 800 265 5206 Mutual re an ow e a say throug Which customers are ineligible mber you You hav Livestock utual co www germaniam www germaniam Personalized Service Ideal for There s insurance nce al insura then there s mutu a policy you automa you have a voice When you buy means s company That board of director member of that like electing a in important issues Fleet Policies K E Claims Specialists 24 7 Short Term nce Rental Insura you a policyholder You re more thanheard be a Talk becometo tically a voice Let it be You will always or a claim someon the have a question to help It s not Whenever you it s will be right there business but know and trust e company does way every insuranc way Mutual the Germania Why be of a M come part utual Commercial Auto Insurance Solutions Policyholders may be assessed an additional amount on their premium if a Mutual s annual losses are high Concern cumbersome for Mutual uncertain the for the policyholder From Premium Notes to a Sophisticate d Funding Model FARM MUTUAL RE 1959 Farm Mutual established to Re is spread risk and create financial and underwriting stability Mutuals can nowcapacity larger risks and insure grow their policyholde with rs SOLVENCY EXAMINAT ION 2000 The Mutuals and the regulator create an length solvency armsself examination process This proactive provides a clear process picture of solvency across the mutual Through the values system and strengthens of strength in policyholder protection unity and neighb all policyholders our helping neighbo outstanding claims and unearn ur the FMGF cannot honour guarantees ed premiums them This fund in the event is backed by the surplus of that any mutual each of the mutuals all member mutuals and our reinsure behind any one r thereby placing Policyholder protectio The underlying n is our foremos principles of the mutuals t goal reliance This have not been of profit theme has endure but of cooper d for well over ation and self100 years and continues to this day A Proud Member 79 FMGF 1976 The Mutuals establish a 1 000 000 fund purpose to protect Its Mutual policyholde any r in the event of any insolvency The Mutual s premium note can now be eliminated of

APPENDIX We gathered insight from the following resources Bardin L 2017 THE Enduring Strategic Brand How Brand Led Organizations Over Perform Sustainably www buffer com library social media marketing plan www business linkedin com marketing solutions blog www communityrising kasasa com who are gen z www forbes com sites davelavinsky 2013 09 30 marketing plan template exactly what to include Godin Seth Entrepreneur and author of 18 best selling books including The Dip Linchpin and Purple Cow Find his daily inspiration at seths blog www offers hubspot com video for marketing and sales www forbes com sites forbeshumanresourcescouncil 2018 03 28 need to attract top talent try these 12 smarthiring strategies www groovehq com blog social media customer service www ideou com www i scoop eu www inc com neil patel how to come up with a killer marketing strategy for any business in 40 minutes www investopedia com terms b brand personality www kayakonlinemarketing com blog whats the difference between buyer personas and demographics KPMG 2018 Global Consumer Executive Top of Mind Survey No Normal is the New Normal www marketingmo com strategic planning crafting your brand personality www marketingmo com strategic planning how to create a compelling brand story www liveplan com blog what is a swot analysis and how to do it right with examples www moz com beginners guide to seo growing popularity and links www nngroup com articles empathy mapping www quicksprout com the beginners guide to online marketing www solutionsiq com resource blog post what is an empathy map www strikesocial com blog social media advertising costs www strikesocial com blog social media ad specs www12 statcan gc ca www titangrowth com what is earned owned paid media the difference explained www vtldesign com digital marketing digital marketing strategy how to write marketing plan template www visioncritical com blog generation z infographics 80

A GUIDE TO MARKETING THE MUTUAL WAY www omia com For internal use by members and associate members of the Ontario Mutual Insurance Association