Liberty Tax Transforms Marketing Strategy by Leveraging SOCi for Growth and Local Success
Driving SEO, Growth, and Engagement: Estrella Insurance’s CoMarketing Experience With SOCi
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Driving SEO, Growth, and Engagement: Estrella Insurance’s CoMarketing Experience With SOCi
The Challenge
Growing to over 200 offices throughout the United States, Estrella Insurance provides simple, cost-effective insurance solutions for auto, home, commercial, business, life, and health. Founded in 1980, the company began franchising in 2008 with a unique business model that implores owners to focus on customer support and community engagement.
Estrella Insurance was looking for a comarketing cloud platform to handle its growing social media presence and provide franchisees more freedom in their local marketing efforts as the team felt limited with their previous vendor. Estrella specifically looked for a more robust business partner that would improve local SEO, generate more reviews and leads, provide better customer engagement, and give franchisees the ability to post on local social channels and customize review responses with oversight from the corporate team. “We wanted a tool that gives independence and autonomy to franchisees in their local marketing, but corporate is still in the driver’s seat,” said Christian Montiel, Director of Business and Product Development for Estrella Insurance.
“SOCi helps make us faster, more nimble and allows our teams to be more productive in other areas. I can now take mundane tasks that are not driving profit and focus my team on profit-driven items – that’s better every day for me, my team, and our business. SOCi has liberated a lot of focus time for us and increased online leads because of it.” – Christian Montiel, Director of Business and Product Development for Estrella Insurance
The Solution
Estrella Insurance found the right partner in SOCi leveraging the breadth of CoMarketing Cloud solutions SOCi provides. From the start, the Estrella team felt they were in good hands switching to SOCi. “Our onboarding process was fantastic. When our CEO was considering switching vendors, I was worried because that process can be painful. What I thought would take months, the SOCi team had every product up and running in only thirty days. It was the best onboarding experience with a product I’ve had in my professional career,” Christian shared.
SOCi’s comprehensive platform gave Estrella the necessary tools– Ads Plus, Reviews, Listings, Social, Boost Plus, Local Pages, and SmartBot–to reach its marketing goals for SEO, new local pages, increased social posting, and volume of reviews, and allowed its locations the marketing autonomy needed to take the load off of corporate. The team is looking forward to also utilizing AI with SOCi Genius Reviews and Social Media in the near future. “SOCi gives us an easier workflow requiring less back and forth and allows for better levels of approvals with our localized marketing. It also helps with SEO audits and adjustments. Our review sentiment is easier for us to understand now that we can see trends in what customers are saying about us. We trust in SOCi as a business partner and what they represent in the localized marketing industry. It’s invaluable to have someone to keep us on track, help us with any issues, and implement quick changes, especially to improve SEO,” said Christian.
Insurance is a regulated industry, so it was important for the brand to have a comarketing partner that can help comply with all applicable regulations. SOCi has a team of experts who specifically help businesses in regulated industries stay compliant. And with so many franchisee locations, Estrella needed commonsense workflows and approvals. “SOCi helps make us faster, more nimble and allows our teams to be more productive in other areas. I can now take mundane tasks that are not driving profit and focus my team on profit-driven items – that’s better every day for me, my team, and our business. SOCi has liberated a lot of focus time for us and increased online leads because of it,” noted Christian.
SOCi Results
SOCi has empowered Estrella Insurance’s franchisees to be more engaged in localized marketing efforts, which is shown in the results. Utilizing SOCi, Estrella has seen the following:
- In Google Business Profile views, Estrella saw over 740,000 search impressions and nearly 280,000 map impressions, an 18% increase in search impressions quarter over quarter, and a 76.6% increase year over year
- An increase of 4.1% for direction requests quarter over quarter with over 6,700 Google direction requests in one quarter
- “Auto Insurance near me”, “Car Insurance near me”, “Motorcycle Insurance near me”, “Life Insurance near me”, “Home Insurance near me”, and “Health Insurance near me” all have 93%+ locations in Google Local Pack when searched
207%
Increase in total reviews year over year79.3%
Of review responses are managed in less than 48 hours, an increase of 107% year over year208.7%
Increase in positive reviews year over year+ 96%
Of reviews had a positive sentiment in the last quarter24.4%
Increase in leads year over year with nearly 107,000 from its Google Business Profile23.3%
Increase year over year in website clicks from GoogleRelated Insights
