In an earlier article, I introduced the concept of Internet presence. To refresh your memory, here’s what I said:
For past last two years, I’ve talked about the social Web and how agencies should experiment with these new communication tools. More and more people are using social Web tools not only to stay in touch with the people in their lives, but also to do their jobs more efficiently, effectively – and with a broader reach.
Experiments that some agencies have implemented during the past few years are evolving into best practices, as it becomes obvious that these conversational tools belong everywhere.
Agencies are also realizing that creating a Web presence involves far more than just using social tools. Enhancing an agency’s overall Internet presence is becoming far more important than just being on Facebook and having a LinkedIn profile.
A few agencies are starting to learn about local search and are claiming their Google and Facebook places. They’re rethinking their Web site strategy to include multiple sites, an agency blog, and a YouTube channel, as well audio, and video. Agencies are beginning to use search engine marketing and pay-for-click advertising to bring buyers to their new sales Web sites.
Increasing Your Internet Presence
This article will explain “Internet presence” in more detail and discuss some initial steps you can take in order to maximize your organization’s Internet presence.
In the past, being visible on an Internet search results page required a decent Web site and some basic knowledge about search engine optimization. An agency site should remain the cornerstone of your Internet presence; however, it’s no longer nearly enough. In today’s interconnected world, being visible to prospects searching for insurance information requires a far broader Internet presence than a Web site.
Here’s a list of some areas that every organization should begin to explore in order to expand and become “findable” on the Internet.
- Agency Web site(s): As just mentioned, an agency Web site is a cornerstone of your strategy. However, having a single site is no longer enough. You need to start thinking about creating multiple agency sites. You should transform your existing Website into a customer service portal specifically designed for current clients. All of your prospecting and marketing Web site activity needs to be on separate site(s) designed for the type(s) of business or line(s) of coverage you’re marketing. I envision an agency having 5, 10, 20, or more different niche Web sites, all linked together providing significant search engine optimization benefits.
- Search findability (SEO): Implement all standard search engine optimization practices for every Internet presence you maintain.
- Agency blog: Every agency needs an active blog as part of their existing Web presence or at a separate Website location. I know what some of you are thinking: How can I write a blog? When will I have the time? I can assure you that creating and maintaining a blog is far easier than you think. I just received an agency e-mail newsletter that included lots of good information. However, like most people, I didn’t have time to read the entire newsletter in one sitting, so I’ll miss out on some of the benefits included in the information. The agency could have reposted each article in the newsletter as a blog post. Blog posts allow your clients to consume the information in an easier and timelier format. Blogs also help increase your findability on search engines. Search engines like fresh and constantly updated content and they reward you with a higher possibility of showing up on a search engine results page. A blog allows you to maximize your search engine presence easily
- Local search: Insurance search terms are among the top three most expensive paid terms on Google. Most organizations can’t compete with the advertising budgets of the Progressives and GEICOs of this world. However, any organization can compete when it maximizes its local search presence. Every agency with a physical location needs to claim its Google Place and Facebook Place. The process is easy, and free. For Google, just go to http://places.google.com/business to begin the process of claiming your listing.
- Facebook: This is an important first step. Also, make Facebook advertising become a vital part of your advertising.
- LinkedIn: LinkedIn is Facebook for business. Successful producers know that the core of their success depends on being able to network effectively. LinkedIn provides a platform that allows you to network with other business owners, in the same way that you do with Rotary or Chamber meetings. As with working with for traditional face-to-face networking, you can implement best practices to help a producer connect with and build relationships with business owners in order to meet them face to face. Every person in your agency should have a LinkedIn profile.
- Twitter: I don’t care what people are having for lunch either – but Twitter has become much more than a narcissistic listing of the details of your lives. For me, it’s another research tool. If someone I trust tweets information about an article they found helpful, I’m more likely to read that article. Search engines also have begun indexing tweets in real time. Tweets will help increase your Internet presence.
- YouTube: Video is big - really big! Users are adding 35 hours of new video to YouTube.com every minute! YouTube is a great site to help you build your video presence. In late January, 2011, Anson Thompson (The Thompson Group, Parker City, IN) created a two-minute video about how to prepare for the snow and ice storm that was predicted to race across the Midwest. He recommended specific coverages that every Personal and Commercial Lines client should make sure they have. He said the agency would go on emergency status, and gave an 800 number that clients could call at any time to ask questions or for help. He ended by asking, “If you don’t work with our agency, is your current insurance provider doing this for you?” Very powerful.
- Mobile: “There’s an app for that” is a phrase everyone is hearing more and more. Add to this the dramatic increase in tablet platforms such as the Apple iPad and the Motorola Xoom. Mobile is big and will just get bigger. Your agency needs a customized app.
- Text: The average teenager sends more than 4,000 text messages a month. A growing percentage of your clients and prospects use text to communicate—not just with friends – but with everyone. What are you doing to make text a communication option for your clients?
- Ratings and reviews: This option makes most agency owners nervous. “What if someone gives us a bad review?” is a question I hear often. A negative review gives you an opportunity to learn about a problem, take steps to try to correct it, and then let others know how you handled the issue. A negative review is your opportunity to shine. If you receive a lot of negative reviews, you have other problems that management must address. Either way, it’s better to know. The reality is that today’s consumer has a voice as never before. Do you even know if someone has already reviewed your agency? Agencies have always asked for ratings and reviews – they’re called testimonials. Make sure to publish your testimonials on various Web platforms – such as Google Places, your Facebook page, and ratings and review sites like Yelp.com.
Feeling overwhelmed?
Spend 15 to 30 minutes each day on maximizing your Internet presence. Decide what is the most important for your agency and simply begin. It’s more important for you to start than to worry about making everything perfect. Sure, you’ll make mistakes. Some items won’t work well for you. That’s OK. Learn and keep moving forward.
Keep in mind that maximizing your Internet presence is not a project to complete; it’s a process you need to build into your marketing, sales, and customer service strategies.