A STRATEGIC APPROACH
TO ONLINE PRESENCE
December 2013

1
TODAY’S HOSTS

Matt Marko

Marketing Process Manager

2

Marty Agather

SVP, Client Development
“Put multiple lines in the water & cast a wide net…”

3
WHAT IS LISTAGENT?
In parenting as
in marketing,
one size
doesn’t fit all.

4
Different
situations call for
different tools

5
Don‟t bite off
more than you
can chew…

…but when you
go in, go ALL IN.

6
AGENDA
• Step 1: Prioritize your opportunities
• Step 2: Learn how to implement them
• Local Search
• Website
• Social Med...
Download it at:

http://goo.gl/HoJGNQ
8
Pro Tips Videos:
 Getting Started with
Pro Tips
 Prioritizing Your Efforts
 Selecting a Vendor
Partner

9
WHAT SHOULD IMPACT
YOUR PRIORITIES?
1.
2.
3.
4.
5.
6.
7.
8.

Location
Consistency of agency name, address, phone
Website t...
11
LOCAL SEARCH:

SEEN BY PROSPECTS, OFT
OVERLOOKED BY AGENTS

Local
Search

Social
Media

Agency
Website

% of independent a...
LOCAL SEARCH:
HUGE OPPORTUNITY

Local
Search

Social
Media

Sources: YPA Pocket Piece, July 2012 (2011 data); comScore 6/1...
Local
Search

LOCAL SEARCH:
#1 FOR LEAD GEN

Social
Media

Agency
Website

7 14
to

Average quotes per month per
agency fr...
LOCAL SEARCH:

WHAT YOU NEED TO KNOW
Pro Tips Videos:
 What is Local Search?
 Creating Presence & “NAP” Consistency
 Bu...
LOCAL SEARCH:
OUTSOURCED HELP

https://iw.trustedchoice.com/search-marketing/
16

Local
Search

Social
Media

Agency
Websi...
WEBSITE:

Local
Search

MOBILE-OPTIMIZATION
IS NO LONGER OPTIONAL

Social
Media

Agency
Website

50%

of insurance shopper...
WEBSITE:

Local
Search

THE MOBILE DISCONNECT

77%
64%
17%

of independent agencies
have a website

of agencies believe th...
WEBSITE:

Local
Search

COMPATIBLE ≠ OPTIMIZED

Agency
Website

Optimized 

Compatible 

19

Social
Media

Images by Pla...
WEBSITE:

Local
Search

COMPATIBLE ≠ OPTIMIZED

Social
Media

Agency
Website

Optimized 

Compatible 
• Viewable in one ...
WEBSITE:

WHAT YOU NEED TO KNOW
Pro Tips Videos:
 Why Have a (Quality) Website
 Grading Your Website
 Ensure Your Websi...
WEBSITE:

OUTSOURCED HELP

Local
Search

Social
Media

Agency
Website

Tested & discounted website and SEO partnerships ar...
SOCIAL MEDIA:
LISTEN FIRST
Pro Tips: Setting up An Online Listening Post

Pro Tips Videos:
 Creating a Listening Post (Pa...
SOCIAL MEDIA:

TO WHOM ARE WE TALKING?
• Friends
• Acquaintances
• Associates
• Customers

One to Many: The Power of Viral...
SOCIAL MEDIA:

WHERE DO THEY GATHER?
• Socialize
•
•

Facebook
Twitter

• Work
•
•

LinkedIN
Google + Business

• Location...
SOCIAL MEDIA:
WHAT TO SAY?
•
•
•
•
•
•
•
•

26

KISS
„Selling‟ is highly suspect – 90/10 rule
What do you like?
What do th...
Remember:
one bite at a
time and this
stuff is easy!

27
Q&A
THANKYOU
Youtube.com/ProgressiveAgents

ProjectCAPMarketing.com

28
RESOURCES
Progressive‟s “Blueprint”:
http://goo.gl/HoJGNQ
Online marketing prioritization survey:
http://goo.gl/N0ZTIL
Pro...
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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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  • 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.
  • A Strategic Approach to Online Presence

    1. 1. A STRATEGIC APPROACH TO ONLINE PRESENCE December 2013 1
    2. 2. TODAY’S HOSTS Matt Marko Marketing Process Manager 2 Marty Agather SVP, Client Development
    3. 3. “Put multiple lines in the water & cast a wide net…” 3
    4. 4. WHAT IS LISTAGENT? In parenting as in marketing, one size doesn’t fit all. 4
    5. 5. Different situations call for different tools 5
    6. 6. Don‟t bite off more than you can chew… …but when you go in, go ALL IN. 6
    7. 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
    8. 8. Download it at: http://goo.gl/HoJGNQ 8
    9. 9. Pro Tips Videos:  Getting Started with Pro Tips  Prioritizing Your Efforts  Selecting a Vendor Partner 9
    10. 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. 11
    12. 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. 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. 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. 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
    16. 16. LOCAL SEARCH: OUTSOURCED HELP https://iw.trustedchoice.com/search-marketing/ 16 Local Search Social Media Agency Website
    17. 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. 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. 19. WEBSITE: Local Search COMPATIBLE ≠ OPTIMIZED Agency Website Optimized  Compatible  19 Social Media Images by PlaceIt (placeit.net)
    20. 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. 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. 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. 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. 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. 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. 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. 27. Remember: one bite at a time and this stuff is easy! 27
    28. 28. Q&A THANKYOU Youtube.com/ProgressiveAgents ProjectCAPMarketing.com 28
    29. 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

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