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
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
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
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
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
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.