Case Study: National Insurer Seeks Strong Online Presence for Local Agents

197 views
148 views

Published on

Discover how this insurer established a regional, digital presence, and a scalable marketing solution for its 70,000+ local agents while still maintaining consistent branding and maintaining compliance standards.

Despite a robust national marketing presence, one leading insurer realized an untapped opportunity
to connect with their existing customer base (and potential insureds) on a personal, local level.
Given their strong brand identity and the industry’s significant legal compliance issues, however, it
was essential that local marketing efforts be tightly controlled by the national brand.

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
197
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Case Study: National Insurer Seeks Strong Online Presence for Local Agents

  1. 1. CASE STUDY NATIONAL INSURER SEEKS STRONG ONLINE PRESENCE FOR LOCAL AGENTS
  2. 2. Challenge Despitearobustnationalmarketingpresence,oneleadinginsurerrealizedanuntappedopportunity to connect with their existing customer base (and potential insureds) on a personal, local level. Given their strong brand identity and the industry’s significant legal compliance issues, however, it was essential that local marketing efforts be tightly controlled by the national brand. Solution Balihoo built, launched, and registered 3,400 city websites (cityname.InsurerNameLocal.com). By targeting specific cities in the US, the national insurance brand is able to use geo-targeting to drive better relevance of their message and increase lead generation. Through the use of unique call tracking numbers and lead forms, all leads are automatically pushed to agents and tracked. Based on the success of the initial pilot program, the insurer expanded the program in 2012 to develop and launch another 2,500 sites on behalf of top-tier agents. These data-driven sites have been maintained and updated without any effort/involvement required by the agents.The resulting vanity URLs are available to agents for use in their off-line advertising efforts and other marketing initiatives. Agents were also registered in such local search engines as Google, Yahoo, Bing and through the Localeze network using a consistent Name/Address/Phone for local SEO purposes. Key Objectives » Establish a regional digital presence. » Create a digital, scalable marketing solution for the insurer’s 70,000+ local agents. » Maintain consistent branding and meet compliance standards across hundreds of markets. NATIONAL INSURER SEEKS STRONG ONLINE PRESENCE FOR LOCAL AGENTS BALIHOO CASE STUDY
  3. 3. 2012 Balihoo, Inc. All rights reserved. @balihoo balihoo.com sales@balihoo.com 866-446-9914 © Results » 2,500 of the brand’s top state and regional agents now have high-quality sites, each of which has been optimized for local search and lead acquisition. » 3,400 city sites in key geographies have been published as part of a complimentary paid search strategy. » Each site has its own mobile version, and mobile devices now drive approximately 20% of web visits. » Local phone is the preferred response channel for leads with 11 calls placed for every one web form submission. » The national insurance brand can view regional or individual agent performance and consolidated local marketing metrics. » Beginning in Q1 of 2013, the insurer plans to make an additional 20,000 local sites available to local agents throughout the US.

×