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.
Local Gone National Getting Buy-In Across the Organization
1. Local Gone
National
Getting Buy-In Across
the Organization
Matt Marko
Marketing Process Manager
Progressive Insurance
matthew_marko@progressive.com
@BackyardMktg
Raleigh, NC
2. #1 #1
#4 #1 #1
1 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
5. We don’t own our agencies:
Average agency carries 8 carrier brands
6. The ownership challenge:
“You can't 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.
8. Getting Buy In
MANAGEMENT
• How to best help agents?
• How to best help Progressive?
Paid search economics
are unfavorable for
SMBs in our category
http://www.wordstream.com/articles/most-expensive-keywords
9. `
Local organic search
opportunity exists, but
often competitive with
deep-pocketed
competition
? Agents (and Progressive)
largely unaware of oppty
11. 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
19. “I don’t have
time for this…I’m
too busy running
my business.”
- 80% of SMBs, everywhere, always
20. DIY is a poor model
for most SMBs
This is an actual agency web site, screenshot taken Sept 2012.
21. …ah, much better!
This is an actual agency web site, screenshot taken Sept 2012.
22. Solution: make things as “DIFM” as possible
Listing Management Monitoring & Measuring
Accuracy
Citations
Performance
Metrics
23. DIFM program addresses our challenges
The ownership challenge:
The data challenge: “You can't create Places listings
“Only business owners or
First, do no harm; NAP for stores which you do not own,
authorized representatives may
consistency. but which stock yourlistings...”
verify their business products.”
The SMB challenge:
What sounds easy, is hard. 35% have claimed G+ listings.
27. 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
31. 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
33. Conclusions:
Sales Force
1. Make it easy;
provide sales tools
2. Nurture advocates
3. Bring in outside
experts to help
4. Make training bite
size, tactical &
engaging
34. Conclusions:
SMBs
1. Make as DIFM as
possible
2. Educate for the DIY
3. Build trust with
testimonials, data,
trade press
4. (Branded) Content
35. Matt Marko
@BackyardMktg
Matthew_Marko@Progressive.com
Thank
You