The Local Agency Online Visibility Problem

Auto-Owners Insurance came to BBPG to see if we could help them find hand-raisers, or high-intent and high-value prospects, that were in the immediate consideration and conversionary stage of buying insurance from a local agent.

Driving Leads and Awareness for Local Independent Insurance Agents

Through a digital and local marketing focused pilot program in two select states, we were tasked with crafting lead generation marketing strategies to not only drive awareness of local agencies and offerings, but also to directly funnel leads to the agencies’ sales pipeline.

AUDIENCE EXPLORATION

In order for BBPG to understand the complexities of the insurance category, we took a deep dive into the Auto-Owners brand, learning about its current audiences, services and products, and rich brand heritage.

From that creative exploration, BBPG developed personas to help guide contextual understanding of audience wants, needs, preferences, purchase habits, influencers, preferred channels, social media usage, and more.

ACTIVATION AND LEAD MANAGEMENT

After establishing audience prioritization, we delved into channel selection and strategy. Driving leads is something of a specialty for us. We have developed a framework that we use for our own prospecting that was developed to directly drive leads in a changing marketing landscape, and this proprietary framework laid the foundation for our strategy.

BBPG utilized high-intent channel activation tactics through SEM—paired with a robust and granular extensions and sitelinks strategy and various retargeting integrations to complement our SEO and keyword strategies—and we layered on top of that the native Facebook lead-generation campaign objective with custom audience targeting as the main framework for outreach.

ATTRIBUTION AND REAL-TIME REPORTING ACCESS

BBPG gave our marketing partners direct, real-time insight through a sharable reporting dashboard, as well as monthly performance insights. We also provided content for their internal team to share with their local agents.