Why You Should Be Doing Local Search Marketing

April 1, 2015 Laird Rixford

web traffic

Recently, a longtime industry friend asked me if we could help with their online agency marketing initiatives. We discussed the benefits of each agency marketing strategy. Some of the numbers I came up with surprised even me.

What to measure?

While a lot of people in the online marketing industry equate visitors to success, I don't. I look at goal conversions. Why? Which would you rather have: 10,000 visitors and one goal completion or 10 visitors and five goal completions? Eyeballs are great. Conversions are better.

What is a goal completion?

I consider a goal completion any of the following: 1. Any form submission such as contact, quote or service. 2. A visitor who spends more than six minutes on your insurance agency website. 3. A visitor who visits more than five pages of your website. 4. A phone call to a marketing phone number. (A marketing phone number is a special number that forwards calls to your office while tracking the call for ROI purposes.)

What performs?

We have built more than 5,000 agency websites, which had almost 10 million unique website visitors in the past year. So, our sample set is pretty well rounded. These are the social and search providers we found to be the top traffic sources, in order.

  1. Google
  2. Bing
  3. Yahoo
  4. Facebook
  5. Twitter
  6. Local search
  7. LinkedIn

Properties like Pinterest and Google+ did not even make the top 100 referral sources. While the order of which the referral traffic is great. Those are just the eyeballs looking. Now we need to look at the same properties ranked by their goal completion rate.

  1. Local search (By a 3x margin over Google)
  2. Google
  3. Yahoo
  4. Bing
  5. LinkedIn
  6. Facebook
  7. Twitter

Once I combine the numbers, these are the best sources for goal completions.

  1. Google
  2. Yahoo
  3. Bing
  4. Local search
  5. LinkedIn
  6. Facebook
  7. Twitter


What should you do?
Target search engines first. They provide the best source of online goal completions. At the same time, you should build your local search presence. These two involve similar steps and often work hand in hand. Once you have done that, you need to start your content marketing strategy. Publish articles on your insurance agency website. Then you can start your social media push by sharing those articles on your profiles.

Need help?

ITC does more than help agents set up their insurance websites. We also do search engine optimization, local search, content marketing, and social media strategies. Everything we do is built upon insurance technology solutions such as Insurance Website Builder and AgencyBuzz. Plus, our team works only with insurance agents. Learn more about our agency marketing products and services in a free consultation.



About the Author

Laird Rixford

As CEO, Laird Rixford is responsible for providing strategic direction and leadership for the company. Rixford has a proven executive management track record and has more than 20 years of experience in entrepreneurship and insurance technology. An expert in insurance technology and marketing, Laird is a recognized public speaker and has presented at industry events across the United States.

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