A Strategic Approach to Online Presence
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Highlights: 1) Review Progressive's simple three-strategy model for enhancing online presence 2) Discuss top online marketing opportunities for agents 3) Highlight Progressive-tested online marketing programs External links: Progressive’s “Blueprint”: http://goo.gl/HoJGNQ Online marketing prioritization survey: http://goo.gl/N0ZTIL
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A Strategic Approach to Online Presence
- 1. A STRATEGIC APPROACH TO ONLINE PRESENCE December 2013 1
- 2. TODAY’S HOSTS Matt Marko Marketing Process Manager 2 Marty Agather SVP, Client Development
- 3. “Put multiple lines in the water & cast a wide net…” 3
- 4. WHAT IS LISTAGENT? In parenting as in marketing, one size doesn’t fit all. 4
- 5. Different situations call for different tools 5
- 6. Don‟t bite off more than you can chew… …but when you go in, go ALL IN. 6
- 7. AGENDA • Step 1: Prioritize your opportunities • Step 2: Learn how to implement them • Local Search • Website • Social Media • Step 3: Outsource help, where needed 7
- 9. Pro Tips Videos: Getting Started with Pro Tips Prioritizing Your Efforts Selecting a Vendor Partner 9
- 10. WHAT SHOULD IMPACT YOUR PRIORITIES? 1. 2. 3. 4. 5. 6. 7. 8. Location Consistency of agency name, address, phone Website tenure Use of Flash on website Time / in-house marketing resource Budget Desired engagement level Degree of local online competition Free diagnostic survey: http://goo.gl/N0ZTIL 10
- 11. 11
- 12. LOCAL SEARCH: SEEN BY PROSPECTS, OFT OVERLOOKED BY AGENTS Local Search Social Media Agency Website % of independent agencies that have claimed their agency: Source: Nov 2013 PGR Agency survey (n=949) 12
- 13. LOCAL SEARCH: HUGE OPPORTUNITY Local Search Social Media Sources: YPA Pocket Piece, July 2012 (2011 data); comScore 6/13 (http://goo.gl/GXOzT) & David Mihm (http://goo.gl/eHbMg) 13 Agency Website
- 14. Local Search LOCAL SEARCH: #1 FOR LEAD GEN Social Media Agency Website 7 14 to Average quotes per month per agency from G+ business listing alone (for agencies that have verified their G+ listing) 14 Sources: Nov 2013 PGR Agent survey; PGR ListAgent program data
- 15. LOCAL SEARCH: WHAT YOU NEED TO KNOW Pro Tips Videos: What is Local Search? Creating Presence & “NAP” Consistency Building a Foundation with ListAgent Local Search Ranking Factors 15 Local Search Social Media Agency Website
- 17. WEBSITE: Local Search MOBILE-OPTIMIZATION IS NO LONGER OPTIONAL Social Media Agency Website 50% of insurance shoppers begin their insurance research on mobile devices 61% Image by PlaceIt (placeit.net) of shoppers will leave a site if it is not optimized for a mobile device Sources: Nov 2013 Nielsen/xAd/Telmetrics research http://marketingland.com/study-50-percent-of-insurance-seekers-being-on-mobile-devices-64122 Google (http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html) 17
- 18. WEBSITE: Local Search THE MOBILE DISCONNECT 77% 64% 17% of independent agencies have a website of agencies believe their website is optimized for viewing on mobile devices actually are optimized for viewing on mobile devices Sources: Nov 2013 PGR Agent survey (n=949); PGR audit of 100 agency websites 18 Social Media Image by PlaceIt (placeit.net) Agency Website
- 19. WEBSITE: Local Search COMPATIBLE ≠ OPTIMIZED Agency Website Optimized Compatible 19 Social Media Images by PlaceIt (placeit.net)
- 20. WEBSITE: Local Search COMPATIBLE ≠ OPTIMIZED Social Media Agency Website Optimized Compatible • Viewable in one direction • Small, difficult to click links • Big finger-friendly buttons • Takes long time to load • Optimized for mobile data speeds • Text is difficult to read • Text is large & readable • Requires scrolling 20 • Viewable in landscape and portrait • Fits screen dimensions Images by PlaceIt (placeit.net)
- 21. WEBSITE: WHAT YOU NEED TO KNOW Pro Tips Videos: Why Have a (Quality) Website Grading Your Website Ensure Your Website is Indexed Title Tag Optimization 21 Local Search Social Media Agency Website
- 22. WEBSITE: OUTSOURCED HELP Local Search Social Media Agency Website Tested & discounted website and SEO partnerships are available on the Progressive Brand Express on ForAgentsOnly.com. Note: Search Influence SEO is package not available to all agencies; contact your PGR sales rep 22
- 23. SOCIAL MEDIA: LISTEN FIRST Pro Tips: Setting up An Online Listening Post Pro Tips Videos: Creating a Listening Post (Part 1) Creating a Listening Post (Part 2) 23 Local Search Social Media Agency Website
- 24. SOCIAL MEDIA: TO WHOM ARE WE TALKING? • Friends • Acquaintances • Associates • Customers One to Many: The Power of Viral 24 Local Search Social Media Agency Website
- 25. SOCIAL MEDIA: WHERE DO THEY GATHER? • Socialize • • Facebook Twitter • Work • • LinkedIN Google + Business • Location Based • • Foursquare TripIt • Photos • • • Pinterest Instagram SnapChat • Video • • 25 YouTube Viddler Local Search Social Media Agency Website
- 26. SOCIAL MEDIA: WHAT TO SAY? • • • • • • • • 26 KISS „Selling‟ is highly suspect – 90/10 rule What do you like? What do they like? What is going on in town? What is going on in your agency? Weather emergencies Contests Local Search Social Media Agency Website
- 27. Remember: one bite at a time and this stuff is easy! 27
- 29. RESOURCES Progressive‟s “Blueprint”: http://goo.gl/HoJGNQ Online marketing prioritization survey: http://goo.gl/N0ZTIL Progressive Agent YouTube channel: www.youtube.com/progressiveagents 29
Notes de l'éditeur
- It’s should be no surprise that since local search results typically rank higher than “organic” web site ranking results, for most agencies local search is where most of their online leads come from. Agents tell us that agents who use Google+ business listings are significantly more satisfied with them as a lead generation tool than agents who use paid Google Adwords campaigns and much more satisfied that agents who use Paid Facebook advertising as a lead generation tool. Data from Progressive’s ListAgent local search program indicates that the average agency receives between 7-14 quotes per month from Google+ local search alone, which by the way, is two to four times as many quotes as the average agency generates from its website each month. Yet again, more than half of independent agencies have yet to take the first step to take advantage of local search! Big opportunity here.