Simply put, Go Local connects businesses and consumers at a local market level

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Nickolas Burke
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1 Go Local Simply put, Go Local connects businesses and consumers at a local market level Search Engine Marketing TODAY S SPEAKER: JASON BARRETT PRESIDENT OF GO LOCAL Online Listings Management Pay-Per-Call/Lead Generation Go Local Insurance Clients Include Mobile Marketing Texas Farm Bureau Insurance South Carolina Farm Bureau Insurance Social Media Brand Monitoring 1

2 Traditional vs Digital Media Traditional Media (Branded) Digital Media (Lead Generation) Mobile Social Video -26% -18% -17% -15% Magazine Yellow Radio Newspaper Pages -4% TV Online +13% +36% +45% +83% People do less of this and more of this Source: 1 Forrester Research and YPA, 2010 PYP References. 2 emarketer forecasts, May Nielsen

3 Media Usage by Age Sources Used to Find Local Business Information by Age Age Search Engines 54% 51% 36% 27% 15% Internet Yellow Pages 12% 15% 11% 7% 5% Print Yellow Pages 9% 10% 22% 28% 34% Newspaper 5% 4% 6% 10% 14% Coupons/Promotions 7% 8% 10% 13% 16% Magazine 2% 2% 2% 1% 1% Social Network 10% 6% 4% 2% 1% Source: Burke, Local Media Tracking Study

4 Local Search Strategy Agenda How can Farm Bureau Insurance reach more local consumers? Primary ü Manage Free and Paid Online Business Listings ü Utilize SEO to Ensure Your Website Ranks on Search Engines ü Advertise Your Business on Google, Yahoo, and Bing Secondary ü Participate on Social Media ü Test Mobile Marketing Opportunities 4

5 Local Search Results Example on Google Auto Insurance Agency in Austin, TX COMPLETE INCOMPLETE 5

6 Step 1: Feed Location Information To Data Providers Data Providers submit location data through a trusted process to 230+ access points to improve listing visibility and accuracy Mobile Apps Directories In-Car Navigation 6

7 Step 2: Claim Listings Directly with Top Online Sources Verify and claim listings directly with Google and other top local search sites to allow for direct control over profile content 7

8 Step 3: Fill Profile Pages with Complete Business Details INCOMPLETE COMPLETE Filling profiles with business details can increase your website visitors by over 500% Source: Google Feb

9 Step 4: Monitor and Respond to Online Reviews Reviews are taking place on sites all across the web 9 out of 10 are less likely to purchase if you ignore complaints It s important to have a policy to respond to reviews Source: Conversocial, Consequences of Ignoring your Customers, Dec

10 Step 5: Advertise on IYPs and Local Search Sites Internet Yellow Pages Online versions of traditional printed business directories. Local Search Sites Users share experiences they ve had with local businesses. Site YP.com SuperPages Unique Visitors 28.1 million 12.0 million Site Yelp Citysearch Unique Visitors 19.6 million 9.9 million Yellowbook 8.7 million DexKnows 5.4 million Source: Compete.com June

11 Step 5: Advertise on IYPs and Local Search Sites PAID LISTINGS FREE LISTINGS 11

12 SEO to Ensure Your Website Ranks on Search Engines SEO: Practice of improving your website to rank in search engine results Known as Organic Results SEO is not paid advertising Goal is High Positioning 52% of users click a first page Organic search result Source: Search Engine Land, October

13 Advertise Your Business on Google, Yahoo, and Bing Paid Search targets specific keywords and operates as pay-per-click Local Ad Example Immediate visibility 65% of clicks go to ads when consumers are ready-to-buy Predictable placement Highly targeted 89% of traffic generated by paid ads is new traffic outside of organic search Source: WordStream Research July Google

14 Participate on Social Media LISTEN STRATEGIZE SHARE ENGAGE 1. Monitor Brand, Competitors, and Industry 2. Identify Target Audience and Important Topics 3. Develop Corporate Policy/Strategy 4. Determine Messaging Schedule 5. Create Social Media Profiles 6. Share and Distribute Original Content 7. Utilize Response Guidelines 14

15 Test Mobile Marketing Opportunities Mobile should be a function of your other efforts. 1. Responsive Web Design 2. Test Mobile Campaigns on Google FarmTest Bureau Sales & Marketing Conference ~ Chula Vista Resort, Wisconsin Dells Mobile Networks 15

16 Go Local Want a FREE analysis of your online business listings? us: FarmBureau@golocal.com Want a copy of today s presentation? Visit: GoLocal.com/FarmBureau JASON BARRETT - PRESIDENT JASON.BARRETT@GOLOCAL.COM (913) TOM CAROLL- VICE PRESIDENT TOM.CARROLL@GOLOCAL.COM (636)

LOCAL SEO WHITE PAPER. Making Your Brand Famous in Your Location

LOCAL SEO WHITE PAPER. Making Your Brand Famous in Your Location LOCAL SEO WHITE PAPER Making Your Brand Famous in Your Location Table Of Contents I. Introduction 2 II. Managing Business Listings and Social Pages 2 III. Optimizing Websites for Local Audiences 3 IV.