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Local Search Goes National

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My SMX Local University Advanced presentation and PubCon presentation outlining the challenges of implementing local search strategies at a national corporate level, and the lessons I have learned.

My SMX Local University Advanced presentation and PubCon presentation outlining the challenges of implementing local search strategies at a national corporate level, and the lessons I have learned.

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Local Search Goes National Local Search Goes National Presentation Transcript

  • Local Gone National Getting Buy-In Across the Organization Matt MarkoMarketing Process Manager Progressive Insurancematthew_marko@progressive.com @BackyardMktg Raleigh, NC
  • #1 #1 #4 #1 #11 st to: sell insurance direct online Our sales: 45% 55% offer comparison rates Direct via Local offer drive-in claims service Agents offer Name Your Price insurance offer usage-based insurance Auto Policies in Force; 2011 PGR Annual Report
  • 35,000+ agency locationsmake Progressive the mostlocal insurance carrier
  • Alas…Photo © Flickr user quinn.anya at flickr.com/photos/quinnanya/2907545664
  • We don’t own our agencies:Average agency carries 8 carrier brands
  • The ownership challenge: “You cant create Places listings for stores which you do not own, but which stock your products.”The data challenge: The SMB challenge:First, do no harm; What sounds easy, is hard.NAP consistency. 35% have claimed G+ listings.
  • GETTING BUY IN • Senior Management • Sales Force • Insurance AgenciesPhoto © http://mrrommie.wordpress.com/tag/cialdini/
  • Getting Buy InMANAGEMENT • How to best help agents? • How to best help Progressive? Paid search economics are unfavorable for SMBs in our categoryhttp://www.wordstream.com/articles/most-expensive-keywords
  • ` Local organic search opportunity exists, but often competitive with deep-pocketed competition? Agents (and Progressive) largely unaware of oppty
  • *Only in retrospect!Photo © Flickr user johnscotthaydon at flickr.com/photos/johnhaydon/5042881685
  • Proof-of-concept listing management pilot demonstrated results. Google search: "car insurance [city], [state]" Pre-test 120 days Post-test 51% 29% 15% 8% % agencies with top 3 % agencies with top 7 ranking ranking
  • BUT…what’s a G+ listing impression or action worth? We built a simple model to estimate completed insurance quotes per hundred impressions. This put the local opportunity in context.Photo © Flickr user kayaker1204 at flickr.com/photos/kayaker1204/4319542459
  • Getting Buy InSALES FORCE 200+ geographically dispersed reps Every month a new ask 4 page-long job objectives Jack of all trades, master of none. BUT ALSO…Photo © Flickr user andres.thor at flickr.com/photos/andresthor/3963368371 looking for easy wins
  • Impact speaks for itself… 20%of searches are local here 50% of searches are local here
  • Solution: Make it easy to sell CONTEXT: show how local search fits into a sales call ADVOCATES: Nurture them TIME-SAVING TOOLS: “Scouting Reports” “OK. Let’s start by bringing up Google…”Screenshot © Xtranormal user girlsandhog at xtranormal.com/watch/11262851/local-search-video
  • Get help from the pros Blumenthal Bowling McGee Reese“Local Search Dream Team“ © Bryan Phelpswww.seo.com/blog/local-search-dream-team-tips-tools-and-predictions
  • Make training bite-size, tactical & engaging
  • Getting Buy InINDEPENDENT INSURANCE AGENTS
  • “I don’t havetime for this…I’mtoo busy runningmy business.” - 80% of SMBs, everywhere, always
  • DIY is a poor modelfor most SMBs This is an actual agency web site, screenshot taken Sept 2012.
  • …ah, much better! This is an actual agency web site, screenshot taken Sept 2012.
  • Solution: make things as “DIFM” as possible Listing Management Monitoring & Measuring Accuracy Citations Performance Metrics
  • DIFM program addresses our challenges The ownership challenge:The data challenge: “You cant create Places listings “Only business owners orFirst, do no harm; NAP for stores which you do not own, authorized representatives mayconsistency. but which stock yourlistings...” verify their business products.” The SMB challenge: What sounds easy, is hard. 35% have claimed G+ listings.
  • Web site integration Reviews Reputation monitoring We still train on some things. Breaking through is difficult.Photo © Flickr user Government Press Office (GPO) at flickr.com/photos/government_press_office/6943609933
  • Trust?(Mulder was right.)
  • The antidote: peer testimonialsListAgent works!
  • Also: actual data, presented simply. Google search: "car insurance [city], [state]" Pre-test 120 days Post-test 51% 29% 15% 8% % agencies with top 3 % agencies with top 7 ranking ranking
  • Trade press is also agreat way to build trust
  • SMBs *struggle* with content PHOTOS? CATEGORIES? REVIEWS?
  • Co-branded content is awin-win-win
  • The brand power of $500 million 66% of our agencies’ G+ impressions are driven by Progressive keyword searches!http://www.marketwatch.com/story/geico-spends-nearly-1-bln-in-insurance-ad-war-2012-06-25
  • Conclusions: MGMT1. Show the “obvious” opportunity2. Test & prove • Bring the numbers • Translate analytics to what matters Photo © Flickr user euthman at flickr.com/photos/euthman/2100168086
  • Conclusions: Sales Force1. Make it easy; provide sales tools2. Nurture advocates3. Bring in outside experts to help4. Make training bite size, tactical & engaging
  • Conclusions: SMBs1. Make as DIFM as possible2. Educate for the DIY3. Build trust with testimonials, data, trade press4. (Branded) Content
  • Matt Marko @BackyardMktg Matthew_Marko@Progressive.comThank You