a strategic approach to online presence
DESCRIPTION
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/N0ZTILTRANSCRIPT
1
A STRATEGIC APPROACH TO ONLINE PRESENCE
December 2013
2
Matt Marko
Marketing Process Manager
Marty Agather
SVP, Client Development
TODAY’S HOSTS
3
“Put multiple lines in the water & cast a wide net…”
4
WHAT IS LISTAGENT?In parenting as in marketing, one size doesn’t fit all.
5
Different situations call for
different tools
6
Don’t bite off more than you can chew…
…but when you go in, go ALL IN.
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
8
http://goo.gl/HoJGNQDownload it at:
9
Pro Tips Videos: Getting Started with
Pro Tips Prioritizing Your Efforts Selecting a Vendor
Partner
10
WHAT SHOULD IMPACT YOUR PRIORITIES?
Free diagnostic survey: http://goo.gl/N0ZTIL
1. Location2. Consistency of agency name, address, phone3. Website tenure4. Use of Flash on website5. Time / in-house marketing resource6. Budget7. Desired engagement level8. Degree of local online competition
11
12
LOCAL SEARCH: SEEN BY PROSPECTS, OFT OVERLOOKED BY AGENTS
% of independent agencies that have claimed their agency:
Local Search
Agency Website
Social Media
Source: Nov 2013 PGR Agency survey (n=949)
Local search re
sults
13
LOCAL SEARCH: HUGE OPPORTUNITY
Sources: YPA Pocket Piece, July 2012 (2011 data); comScore 6/13 (http://goo.gl/GXOzT) & David Mihm (http://goo.gl/eHbMg)
Local Search
Agency Website
Social Media
14
LOCAL SEARCH: #1 FOR LEAD GEN
7 14to
Average quotes per month per agency from G+ business listing alone (for agencies that have verified their G+ listing)
Sources: Nov 2013 PGR Agent survey; PGR ListAgent program data
Local Search
Agency Website
Social Media
15
LOCAL SEARCH: WHAT YOU NEED TO KNOW
Local Search
Agency Website
Social Media
Pro Tips Videos: What is Local Search? Creating Presence & “NAP” Consistency Building a Foundation with ListAgent Local Search Ranking Factors
16
LOCAL SEARCH: OUTSOURCED HELP
Local Search
Agency Website
Social Media
https://iw.trustedchoice.com/search-marketing/
17
WEBSITE: MOBILE-OPTIMIZATION IS NO LONGER OPTIONAL
of insurance shoppers begin their insurance research on mobile devices
of shoppers will leave a site if it is not optimized for a mobile device
50%
61%Sources: Nov 2013 Nielsen/xAd/Telmetrics research http://marketingland.com/study-50-percent-of-insurance-seekers-being-on-mobile-devices-64122Google (http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html)
Image by PlaceIt (placeit.net)
Local Search
Agency Website
Social Media
18
WEBSITE: THE MOBILE DISCONNECT
Local Search
Agency Website
Social Media
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
Image by PlaceIt (placeit.net)
19
WEBSITE: COMPATIBLE ≠ OPTIMIZED
Images by PlaceIt (placeit.net)
Compatible
Optimized
Local Search
Agency Website
Social Media
20
WEBSITE: COMPATIBLE ≠ OPTIMIZED
Compatible
Optimized
Local Search
Agency Website
Social Media
• Viewable in one direction
• Small, difficult to click links
• Takes long time to load
• Text is difficult to read
• Requires scrolling
• Viewable in landscape and portrait
• Big finger-friendly buttons
• Optimized for mobile data speeds
• Text is large & readable
• 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
Local Search
Agency Website
Social Media
22
WEBSITE: OUTSOURCED HELP
Local Search
Agency Website
Social Media
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
23
SOCIAL MEDIA: LISTEN FIRST
Local Search
Agency Website
Social Media
Pro Tips: Setting up An Online Listening Post
Pro Tips Videos: Creating a Listening Post (Part 1) Creating a Listening Post (Part 2)
24
SOCIAL MEDIA:TO WHOM ARE WE TALKING?
• Friends
• Acquaintances
• Associates
• Customers
Local Search
Agency Website
Social Media
One to Many: The Power of Viral
25
SOCIAL MEDIA:WHERE DO THEY GATHER?
• Socialize• Facebook• Twitter
• Work• LinkedIN• Google + Business
• Location Based• Foursquare• TripIt
• Photos• Pinterest • Instagram• SnapChat
• Video• YouTube• Viddler
Local Search
Agency Website
Social Media
26
SOCIAL MEDIA:WHAT TO SAY?
• 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
Agency Website
Social Media
27
Remember: one bite at a time and this stuff is easy!
28
THANK YOUYoutube.com/ProgressiveAgents
ProjectCAPMarketing.com
Q&A
29
RESOURCES
Online marketing prioritization survey: http://goo.gl/N0ZTIL
Progressive’s “Blueprint”:http://goo.gl/HoJGNQ
Progressive Agent YouTube channel:
www.youtube.com/progressiveagents