19 steps below:

  1. As soon as possible, launch a microsite/blog/resource under an affinity name (i.e. Whatswrongwith{{your_industry}}.com). Use WordPress for this. It looks like your main site will be custom ruby so you will want/need a WordPress site for marketing efforts. *Note: After you launch, you can simply move this site to a new sub-directory under your custom front end: http://brandname.com/industry-re… – points to these files, and redirect the vanity URL so no links are broken.
  2. Have the team (everyone in house) start using Quora to plant questions about insurance you can use as mini market surveys.
  3. While they’re in Quora, have them copy links to questions you and your partners can answer and paste them into a google sheet you are all shared on.
  4. Now, answer a few of those a week each in a google doc (don’t publish them to Quora until after you complete step #6). This practice will not only build your thought leadership, but it begins your SEO strategy (the research alone shows you the exact questions your potential customers are asking – i.e. those you want to rank for).
  5. Add links to your answers (the google doc) for those questions in the same google sheet and share that sheet with your agency – with instruction to create long-form content based on the answers you gave to the question, and publish those on the blog.
  6. Submit your new post content URLs to google search console as soon as they’re live. You want google to index the answers on your site before it indexes them on Quora.
  7. Now, publish those answers to the questions they are meant for on Quora with links back to the longer version of the answer on your blog “For a more in-depth response, click here…”
  8. Create your retargeting platform accounts, and get the pixels ready for the above site. Adroll, Google retarget, FB business manager (for Instagram and Facebook retargeting).
  9. Scrape and buy your lists. Check out Database building and migration services for list scraping and migration services. If you feel the need to scrap yourself, signup for FindThatLead and Email Hunter – you will need both to scrape emails from separate sources and searches.
  10. After you have your customer lists, import the email contacts to Linkedin and Facebook for retargeting campaigns. You can also build lookalike audiences, but you need to start testing your ad copy/creatives and cold email messaging as soon as possible. Try to segment those by buyer persona and region. If you cant segment by persona, then by demographics.
  11. If you are interviewing agencies, challenge them to come up with a campaign gather audiences of people experiencing a pain point without using their product as the hook. Ask them to include all the content and budget necessary to build the site’s traffic to 30K/mo uniques, 10K/mo repeat traffic, and 10-50 leads per day – they feel they can best capture a lead is up to them, but they have to opt in to more info about shopping for or buying insurance. The quote should include management of the traffic campaigns to this site. That will also allow you to circumvent the long process of creating/testing/optimizing ads in each platform/channel.
  12. Place FB, Google and Adroll retargeting pixels on the site. and load your bought email lists to the retargeting campaigns setup/managed by the winning agency.
  13. Setup your automation platform and CRM. A great tool that is inexpensive and offers a CRM + drip campaigns + tracking/segmentation is ActiveCampaign. But, if you have the funding, the best marketing automation platform is HubSpot. You need a CRM and triggered emails to manage your leads, so those are both great options.
  14. Load the email lists you scraped to Agile or HubSpot. Tag them based on the persona or demographics as you bulk upload (salesforce has a bulksheet .csv you can format your lists in and pre-tag them so they import correctly).
  15. Setup your cold email nurturing sequences in your new automation platform. As well as your lead capture auto-responders and your evergreen drip (sort of like a newsletter).
  16. Add the Quora posts completed by you and/or your agency to a sequence so you can dump anyone making it through your cold emails into that journey.
  17. Install your marketing automation platform’s lead capture forms on your site. Don’t use your sites’ built-in forms or a plugin because your automation tools’ forms will bring leads into the CRM automatically with tags based on what page and user type they are.
  18. Setup a lead nurture sequence to trigger for all forms on your site. This is an important step to fully-automate your funnel. It should include mostly valuable resources – not all sales copy.
  19. Create, or have your agencies create, downloadable resources that are super actionable. If you have answered questions on Quora with valuable action-items, you can simply convert those to downloadable one-sheets. Or, compile a few answers on one subject into an ebook. Whatever you choose, use these as lead captures on your site, and put them into your sequences to ensure people see value in being involved in your email campaigning, whether or not they care about your product right away.

I hope this helped. Please schedule a call with me on Clarity if you have any specific questions you feel I can answer.

Best,

Alex