Online marketing doesn’t have to involve large advertising costs. It’s very possible to grow your insurance agency with “earned media,” including local search optimization, blogging, and social media.
Claim and Optimize your Google Local Page
As we discussed in a previous blog post, claiming and optimizing your Google places page is one of the best things you can do for building your insurance agency’s online presence. When a potential customer is looking for your service, there is more than an 80% chance that they are searching on Google first.
Claim the Top Directories
While thinking of your Google profile as your home base on the Web, there are secondary local business pages that will help to bolster your online “findability.” These include your profiles at Bing, Yahoo, Yelp, Dex, Manta, BBB, and others. Be sure to claim these as well, also making sure that you are using the exact same address and contact information.
Many local online business listings give users an opportunity to leave reviews. These reviews are becoming increasingly important, as they affect the search rankings of local businesses. They also shape the reputations of service providers online. Encourage your satisfied customers to find your business online and leave favorable reviews.
In addition to claimed local listings, adding relevant articles to your insurance website’s blog will grow your digital footprint. Write about things your customers care about, speaking to the questions that your ideal customers ask most frequently. Write regularly to establish a pattern. Be sure to write for people and not for search engines; content that is actually helpful tends to rise to the top.
Finally, social media is useful for amplifying your existing content, as well as curating and sharing relevant content from other sources. Like blogging, it’s important to create and maintain a social media posting calendar. There are several popular social media networks, including Facebook, Twitter, and Linkedin. The latter is thought to be the most effective as a business-to-business platform.