a strategic approach to online presence

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A STRATEGIC APPROACH TO ONLINE PRESENCE

December 2013

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Matt Marko

Marketing Process Manager

Marty Agather

SVP, Client Development

TODAY’S HOSTS

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“Put multiple lines in the water & cast a wide net…”

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WHAT IS LISTAGENT?In parenting as in marketing, one size doesn’t fit all.

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Different situations call for

different tools

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Don’t bite off more than you can chew…

…but when you go in, go ALL IN.

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AGENDA

• Step 1: Prioritize your opportunities• Step 2: Learn how to implement them

• Local Search

• Website

• Social Media

• Step 3: Outsource help, where needed

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http://goo.gl/HoJGNQDownload it at:

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Pro Tips Videos: Getting Started with

Pro Tips Prioritizing Your Efforts Selecting a Vendor

Partner

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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

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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

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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

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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

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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

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LOCAL SEARCH: OUTSOURCED HELP

Local Search

Agency Website

Social Media

https://iw.trustedchoice.com/search-marketing/

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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

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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)

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WEBSITE: COMPATIBLE ≠ OPTIMIZED

Images by PlaceIt (placeit.net)

Compatible

Optimized

Local Search

Agency Website

Social Media

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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)

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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

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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

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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)

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SOCIAL MEDIA:TO WHOM ARE WE TALKING?

• Friends

• Acquaintances

• Associates

• Customers

Local Search

Agency Website

Social Media

One to Many: The Power of Viral

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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

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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

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Remember: one bite at a time and this stuff is easy!

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THANK YOUYoutube.com/ProgressiveAgents

ProjectCAPMarketing.com

Q&A

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RESOURCES

Online marketing prioritization survey: http://goo.gl/N0ZTIL

Progressive’s “Blueprint”:http://goo.gl/HoJGNQ

Progressive Agent YouTube channel:

www.youtube.com/progressiveagents