Creating a “Call to Action” on Your Web Site Our Webcast will start shortly Thanks for your patience Intentionally Blank Proprietary  2009 StoneRiver, Inc.

The following presentation has been designed for general information purposes only. Establishing a unique, on-line marketing presence that is also consistent with the NAIC Advertising Guidelines, FINRA regulations and New York Life corporate policies is important. Individual circumstances may vary. Please utilize the tools available to you via Emerald Support, Agency Marketing and Technology as well as SMRU for assistance in maximizing your web site's potential. Intentionally Blank

"A Word from Our Sponsor" Keep in Touch items, such as newsletters Our staff of marketing consultants can share with you best-practices information on . . . Keep in Touch items, such as newsletters Web sites All material must be SMRU approved Emerald briefly gives an overview of its products and reminds attendees that all material must be SMRU approved.

Today’s speakers: Paul Bello Manager, Technical Support Dwight Gooch Technical Support Review of presenters

Creating a “Call to Action” On Your Web Site How to create a "Call to Action" on your Home Page Text Get visitors to "click" on your offer What to consider, including compliance and a follow-up plan How often to change your offer During today’s call, we’re going to cover four topic areas: First, we’re going to explain how to create a call to action on your home page text. Next, we will illustrate how to get visitors to “click” on your offer. Then, we’re going to show you what to consider, including compliance and a follow-up plan. Finally, we will give you a few tips on how often to change your offer.

Attend a Seminar One of the most popular call to action items is promoting a seminar. In this hypothetical situation, the agent offers a free seminar called, “How Are You Going to Achieve Your Goals?” Web site visitors who want to register for the event are instructed to “click here” for enrollment information. Of course, seminars must be part of your overall marketing efforts if you plan to add this type of call to action to your Web site.

Order a Newsletter Another popular call to action is ordering a newsletter through the Web site. In this hypothetical example, the agent encourages visitors to sign up for a free newsletter by completing the “contact us” form. This hypothetical example also include a small image of the newsletter for visitors to review.

Get a Second Opinion On your Finances Another variation on the call to action is the direct approach, offering a complimentary financial consultation. On this Web site, the agent has a hypothetical example that encourages visitors to complete the “contact us” form. Once the information is submitted, the agent has the option to reach out and set up an appointment.

Have more than one offer In our final example, the Web site promotes two calls to action: a complimentary financial review and a free seminar. In this hypothetical example, the agent believes that some of his Web site visitors will want to schedule a financial review while others would feel more comfortable attending a seminar. The approach you select should fit your unique situation, and would need to be SMRU approved.

How to do it Determine the content Add to Home Page Text Preview Update Site If you want to add a call to action to your Web site, the first step is to determine the content. What do you want to offer? A newsletter? Seminar? Consultation? Once you have determined the offer, you can add the content to your home page text. Emerald recommends placing the call to action on the home page text although some agents elect to create a call to action on other pages. Once you have created the home page text, preview the site. If you like what you see, click update site and the material will be submitted to compliance.

Considerations Compliance Way to respond ~ Be prepared Product to support How often to change the offer There are a couple of considerations to consider before adding a call to action. First, the compliance review process. Next, consider how you are going to respond to visitors who complete the call to action. For example, if you offer a newsletter, make sure you have a process to respond to the request. Also, make sure you have the product to support the call to action. Another important consideration is how often to change the offer. Some agents will change the offer every three months. Others will keep the offer for six months or more. There is no rule on how often the offer should be changed, but Emerald recommends agents consider changing the offer at least twice a year. Please remember that the offer must be SMRU approved. And if it is given an expiration date, it must be removed from your site on that date.

Planning your follow-up Call people Drip on them Evaluate results Planning your follow-up is the critical last step. What will be your approach? Will you choose to call the people who respond to your call to action? If someone requested a consultation a follow-up phone call would be appropriate. But if they requested a newsletter, what will be your plan? Would you place a follow-up call or would you prefer to send the newsletter once or twice before contacting the prospect? There is no right answer to the follow-up question, but be sure to create a plan to evaluate results.

Questions and Answers www.emeraldsupport.com/nyl 800-233-2834, Option 1 Intentionally Blank