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[Music] so landon i'm a big fan of i'm a big believer really and you get what you pay for and there's a lot of agents in the insurance industry that typically don't have a website right don't know this specifically how to structure it it overwhelms them like it used to me before you kind of started to teach me those things right that's true i mean at the end of the day you got to understand why are we do why are we building websites and what's the whole point in my opinion there's two main reasons you're building a website one is you have to people work with people educate them i don't know if i could say any more in this thing channel right yeah so you have to do that by getting content out there and you have to have that content live in home base which is your website so in my opinion the first and primary purpose of your website is to have the home base and foundation for all of your content whether it's your youtube videos embedded in your site you need that sort of foundation because your website is an extension of your brand if you go to the ca website or the sam website we're doing our very best to educate our prospects on what we potentially can do to help them and potentially also generate a potential lead right which brings us to my second point of the purpose of the website because you have one now what exactly so you have a website well you have to have that website be found and the only way it's it's found if this is if there's unique content that's educating market with specific you know seo tags et cetera you gotta have a lot of content right so you gotta have a good asset that's built to educate people and you also have to have it infused with the correct keywords and set up the right way to make sure that google finds it and gives you the credit or the domain authority for your particular website if that makes sense well most people don't realize how valuable and important what you just said is because we've got websites now that are getting 100 leads a month yes organically yes medicare leads because of the work that we did a year ago yes and that kind of that concept i don't know if it's residing with you guys right now but it never used to resonate with me well you you can do and and once again you've heard me say this before but i'm gonna say it again you whenever you come to marketing budgets you've got your short-term strategy and your long-term strategy you got your leads that you're going to pay for now whether it's direct mail or tv buys or facebook or whatever right google pay-per-click but then there's the the leads that are going to come passively through your website that will come every month every week if i if i could show you some of our websites we've been working on for like 12 months you would see over 100 leads that are coming in through my every you know month and these are like the best leads that you could possibly get because these are people going to google and googling a keyword that we want finding your website being educated by you and reaching out it's a freaking lay down like there ain't no secret clothes or objection you need for this i mean they're hitting and saying like i want to talk to you about buying this yes and the secret to with that is is i and i can't stress this enough so we're investing in website content and unique content and videos et cetera but if you're ever to cut that budget you would cut you would still kind of plateau at where you're at currently with your lead flow so when you look at return on investment a lot of people were so used in the insurance industry to buying leads and paying x amount of dollars per lead and getting return investment cost per acquisition per lead that doesn't make sense with seo and web development because what happens is is you're going to invest for 12 months let's just say or whatever and then you're going to stop the seo investment and you're going to get leads in perpetuity right well you what are you gonna like so when you look at your amounts you spend on seo on month 12 and the amount of leads you got in month 12 that's not apples to apples you're really you're getting all the future leads that you're going to get from that content as well it's a subtle difference people don't get it but that's why i always say content marketing and seo is the best return on investment 100 of the time because it's it's in perpetuity i mean and it's not an exact science but if you like put the math to it and think about it yes most people are you're right they're used to like buying leads and saying okay i'm here now i'm going to get an investment on these 30 leads well instead let's just say even if you had to invest 10 grand yeah right and you knew you weren't going to get a lot of leads for the next 12 months but over the next 10 years maybe you eventually got to 100 leads a month yes right that's 1200 a year yes over the course of 10 years that's 12 000 leads before you know it you're getting leads really for pennies on the dollar instead of buying them but it's a more long-term strategy here's one question for you if you say say you say with people watching right now and you looked at 10 random websites in the insurance industry yes sir what percentage of them would be you talk about site optimize structured appropriately correct keywords all that kind of stuff how many of those 10 sites would actually be structured correctly yeah so for zero out of ten have all the boxes checked obviously but i see some that are better than others the the key to answering that question is understanding who is an insurance agent the average insurance agent is 59 and a half okay this conversation is leaving them in the dust right so that's why some of our young guys that we have on our channel in fact you know they're all using digital marketing in some capacity and they're all freaking killing it right and it's not because like it's just there they kind of get it and they're willing to invest in it and they get it um on what why would i invest in content marketing etc and so typically when i look at an insurance uh website it's not optimized and most the time if i look at insurance website it may be like structured okay but the amount of content like i looked at one website today um that only had like 30 pages of content all together and that's just not enough to get found on the search engines at all you know so and even if you would have structured it correctly there's just not enough gas in the tank if you see what i'm saying and that's even probably more than a lot of them that we see but it's still not enough you know which brings my next point which is i i you mentioned a lot we see a lot of agents they're using a subscription service for their website yeah um talk through that because i don't think people quite comprehend why you really don't need that well there's a lot of reasons but the main reason is that there's a reason it's 50 a month 100 a month and the reason is is because they're taking a wordpress or website template and they're duplicating it for you we're having a branding conversation i'm throwing your brand i'm putting your contact information but all that content is duplicated right google is extremely clear that they do not want duplicate content not only will duplicate content if our website content is found on any other website word for word not only does it not help you it hurts you they'll put you in a naughty corner at a certain point we have some tools that we crawl our threshold is 99 unique content so even if we write an article on medicare plan supplement whatever we will write that content we'll put it through our scrubber and if it comes back um at more than our affordable threshold then we will actually rewrite some of that content to make sure that it is oh so we we don't ever ever ever have you duplicate content so what will happen is that 50 a month is really just like it's just not helping you at all now that 50 a month what it is doing for you is getting you a website so if you want a website to just put something on your business card so they have some place to go to yeah then do that that's about as good as it it is for you though like it won't do anything else for you but you might as well build like a single one-page site yourself at that point right just go to wix or squarespace and build that for 200 bucks a year yeah and be done with it instead of all the all these little packages where you're paying 200 bucks a month they'll try and sell you on something like we'll automatically put blog content well it doesn't help you if it's not unique and i can guarantee you they're not putting unique content for 50 bucks a month like yeah yeah so just there it's it's a game and there's a lot of snake oil in this industry and that's one of the things i hate and so you know it's easy to kind of get sucked into this trap where it's like well i've heard i needed to be doing blogs and this guy says that he's going to do blogs for me for 50 bucks a month that's a good deal and then they don't get any like leads to their site and they're like what the heck's going on why yeah like duh i think the big thing too i've learned is is over the years i've made a ton of mistakes when it comes to these things and especially back when i was actively selling because you know you hear stuff and you see stuff and you don't know what to believe you know um i can tell you this dude knows what the freak he's talking about uh but overall it's like okay there was times where i didn't even own the domain yeah i didn't have control correct correct there's no way you can do anything long-term strategy-wise if you don't start checking those simple boxes that's probably the biggest mistake one of the biggest mistakes that you can make in my opinion is to work with some sort of system where you don't even own the content or the domain even altogether and you're like leasing a domain in a sense uh the yellow pages was notorious for this so what they would do is they would give you their digital package which was a domain that they controlled and they would they would basically like push traffic and pretend that it was their traffic but it was just such a joke right and you never owned your domain on your content so that's that's a huge deal you know you got to control you should be in complete control of your domain at all times and you really need to be owning your own website obviously you're not building a personal brand if you're also using the company's brand that you're working with and they give you a website that's you know life insurance agency of florida.com forward slash john hanson no you know i mean there's no no no that's not going to help you and and also it's not going to help you if it doesn't have unique content so sometimes i'll see well my company gives me a free website with what my uh some cap or whatever however that works they're they're a part of a not a website it's not a website it's basically a sub page sub domain of their website yeah and if you start investing in content that helps them more than it helps you because you're connected to the mothership and it's really not a good fit although some people have to go that route because they're kept like it's like you can go stand up your own state farm like right really you kind of have to be a part of theirs most likely like john the medicare agent dot you know u.s medicare agency dot com you have to you should typically be able to allow to build your own personal brand in that situation you want to buy your own domain name and stand up your own you know kodi askingca.com or whatever in this situation and then and then educate because you'll get more leads from that than your stupid corporate website anyway yeah yeah well and it's fun too with a lot of people in our industry a lot of people who watch our stuff for you know 20s 30s 40s um and the average age is 59 i would bet i would bet 99 of our viewers are under the age of 59 right yeah well and those individuals need to be thinking about 12 months from now two years from now five years from now 10 years from now not okay what do i need to do today that's the easiest cheapest simplest solution because when you when i've done that in the past i've had to do it again yeah no doubt and and dude i can't stress this enough rewind the clock i got my degree in marketing rewind the clock 10 years ago the way that you really dominated and built a brand was picking a traditional media source whether it's billboards radio or tv and dominating and spending money in that um that's not how you do it anymore you invest in content and content marketing i mean we do 60 pieces of content a day between the three brands that we have um and sometimes i think that's not even enough you know what i mean and but but lo and behold we built a business around getting 350 inbound inquiries a week off of it of course it's working like you couldn't have two more advocates for inbound marketing in the world here because we've seen it build our business to in the way it has you know it's insane i didn't get it before we've invested in in there's more than just investing money you got to invest some time true right you got to have you got to you got to invest some like some and be serious and learn along the way and watch stuff like this and apply um i think the moral of the story it sounds like too though you get what you pay for that's exactly right i mean you know whenever you look at some of these big web websites that we build like medicare final expense whatever it is you know if i if i told you they've spent 65 000 on their website and their content marketing over eight or nine months what would that number would that shock you it would sound big until you probably see the results that's what i'm saying so it's like okay it's like you're like 65 are you 65 grand that's insane i could build a website for 5 000 it's like buy a tesla no crap you could right but when you look at the analytics and you see you know 100 150 inbound inquiries a month coming through this content engine that you've created yeah go offer boomer benefits a million dollars for their website and see what they say exactly dude yeah yeah yeah i don't want your million bucks so do you want the the tesla now or do you want the you know flipping 10 million dollar company later i'm dead serious man like it's the future and it's not even so much about like i had a conversation today with somebody that was like if i don't do this i'm gonna get left behind and i'm like okay that may be true and that's but that's a negative way of looking at it let me just tell you the positive side all these 23 year old cold-blooded killers that are writing 50 apps a month are all doing this digital marketing deep like all super deep cody askins who's built a multi multi multi-million dollar company at you know 30 was spends ungodly amounts of money on digital marketing why because we we just know it works like we're just so over will this marketing budget pay for itself please please please it's just we just spend the money and it's going to come back and yep we know we're doing at this point though so we're not like you know pissing in the wind or whatever but yeah yeah and i get it i was there once too you know uh final thoughts this is phenomenal i think more people need to think like this no man i'm good man like let's just just understand whenever you're making that website decision you you you have to appease two audiences you have to have a good website that educates your current customer base and really comes across from a brand perspective as i want to educate you yeah that's an asset meaning like it's not necessarily a lead gen opportunity as much as solidifying that i'm a good person to do business with because look how much effort i've made educating you yeah and then there's structuring it the right way so the google can find it because the same field of dreams if you build it they won't come and they freaking find you because you ranked for the keywords i wish it was [Music] you