Creating and maintaining your agency’s digital presence is a must for success. Agency online visibility has moved from beneficial to necessary, and with it comes the challenge of digital marketing. No matter how engaging your agency’s website is, if no one can find you it’s all for naught.
So, how can your insurance agency increase its digital marketing? There are a host of tactics, but here we’ll focus on keywords in search engine marketing.
The What
Search Engine Marketing (SEM) focuses on increasing your website’s rank in online searches. There are a few SEM tactics marketers use, including backlinking and utilizing relevant keywords.
Keyword targeting is the most popular and effective, and what we will focus on in this post. Search engines have “crawlers” that take in the information on your website (text on page and metadata) and rank it based on its relevance to the search terms. Your site’s relevance increases if the search terms appear often, yet in a natural, logical way.
The Why
The majority of websites are found via online searches, and generally users focus on the first two pages of results. By paying attention and using highly searched keywords on your website, you can increase your agency’s page rank.
The How
Assess your keyword needs. Find out the search terms that lead individuals to your agency’s site. Google’s Keyword Planner can provide this information, as can your site’s webmaster tools. Generally, local keyword strings have the highest digital insurance marketing impact (i.e. “insurance Columbus, OH”).
Use your keywords. Once you’ve identified your keywords, use them on your website. Certain areas of your site have a greater impact than others. Focus on using your keywords in page and content titles, page URLs, and in image file names and alt tags. In the body of a page, try to use your keyword phrase three to five times, ensuring it also makes sense and is natural.
Monitor impact. Keep track of how different keyword phrases are performing and adjust as needed. You may find some are not searched as often, or that new phrases need to be added as you add services or the industry changes.
Consider an SEM agency. Search Engine Marketing can easily turn in to a full time job. Your agency can make an impact with any targeted efforts, but if you have the resources to outsource it is worth the investment.
The key to effective SEM is paying attention to how your site is viewed by search engines and users. This can be a challenge, especially in the rapidly changing insurance industry. As new tools and services are introduced, your search terms may change and your website should reflect those changes.
SIS can help your agency stay up to date on industry trends with our recent blog posts, including a focused section on insurance technology trends. Check out our resources page for even more educational materials, or contact us with your questions and comments.
Disaster can strike your agency in many forms: extreme weather, fire, and break-ins can interrupt your agency operations and cause serious damage. When such emergencies strike, it’s important for your agency to be ready to act. Not only do you need to care for the physical needs of your property and staff, but you must also set up procedures to keep your agency operational during a crisis.
A lot goes into making your independent insurance agency’s website attractive, user friendly, and up to date. However, if users can’t find your site, or don’t feel secure while they’re there, it’s all for naught. As an agency owner, you need to think about making your website searchable and secure so it can be the sales and service tool you need.
SEARCHABLE sites use…
Modern designs and tools, such as responsiveness, show search engines you’re serious about staying up to date
Regularly updated, succinct content makes it easy for a web crawler to evaluate your site
Relevant keywords, including in page titles and image descriptions in your site’s metadata (local keywords are especially relevant for independent agencies)
Links to other relevant sites, including agency partners, and link backs from those sites
Your site’s searchability and security are both linked to your agency management system, and we at SIS take this seriously. Our Partner XE focuses on keeping your client’s data secure, and grants you access to demographics to help focus marketing. Plus, we have a dedicated client services team to help you discover all the ways Partner XE can help you grow your agency
To find out more about Partner XE’s capabilities, contact us at 800.747.7005 or [email protected].
Disaster can strike your agency in many forms: fires, severe weather, cyber-attacks, and intruders can interrupt your agency and cause serious damage. In any of these events, it is important for you and your agency to be prepared to handle each situation and to get back to business as soon as possible.
Your agency’s business continuity prep should focus on two elements: your people and your infrastructure.
Prepping Your People
Create a disaster kit that includes items such as flashlights, batteries, matches, extra cash, and first aid items. Keep your kit stocked, checking on it multiple times throughout the year to ensure there are enough supplies for your staff.
Make a plan for alerting employees and customers. Utilize phone, email and other online modes (i.e. social media and websites) to keep people up-to-date and informed.
Find alternate work spaces, including giving employees the option to work from home. Look into disaster prep agencies that provide fully-equipped, ready to rent spaces in the event that your office will be compromised for a longer period of time.
Establish a chain of command so employees know who to report to if certain individuals cannot perform their regular duties. Designate specific people as disaster marshals to aid in the flow of communication
Prepping Your Infrastructure
Purchase generators and invest in reliable data storage to ensure your data is protected. Get cyber security coverage to protect against unforeseen data loss or damage.
Set up a communication procedures that cover how to process and field calls. Take into account rerouting your agency number should your phone lines go down.
Utilize cloud-based applications to ensure little to no interruption in the flow of your agency. With cloud applications in place you will be able to host meetings, share files, and take phone calls no matter where your staff is scattered during disaster recovery.
Ready all your employees with easy claims processing through checklists and templates. Know that if your agency is experiencing disaster it is likely many of your customers are as well.
The goal in your preparation is to ensure your agency keeps running as normal as possible, while everyone involved stays safe. These and other elements are important pieces of your agency’s Disaster Contingency plan, which we will address in our next post.
In the interest of staying disaster ready, SIS uses cloud-based software for you Partner XE agency management system, making it easier for our clients to recover and access their data during a disaster. To find out more about Partner XE, and our personalized customer service, contact us at [email protected].
Leslie Huesman,Huesman Insurance Group:“We worry most about people hacking into our system. Criminals are at work day and night to access personal data (for identity theft).”
Steve Kramer,Kramer Insurance:“Our biggest risk is our people. We need to educate our staff and agents on how to handle (personal information). We worry about anyone being lax when it comes to handling such data.”
Larry Harb, IT Risk Managers, Inc.:“The biggest threat to any agency owner is their employees and human error. When employees take home laptops, flash drives, or other mobile devices with sensitive information, it can easily be stolen leaving the data on those devices exposed. Data can also be lost or corrupted through viruses downloaded by individuals.”
What preventative measures can be taken to safeguard against data breaches?
Steve:“Developing a plan for cyber security and covering how to handle (each piece of data) as it comes through the door. (We put together) a written ‘Information Security’ program and give each agent a self-assessment checklist. It’s not just a security plan, it’s a business plan.”
Larry:“(You) need to set up preventative items. We want everybody to have security in place (in their agency), meaning encrypting data and using secure passwords. Our biggest asset is our data, so that data needs to be backed up and protected against computer meltdowns, too.”
What are the most important points of cyber liability coverage?
Leslie:“There are two important parts: first is the money to pay for the damage to customers, second is providing our clients with a quarterback to run the show. This person helps our clients through the process of notification and meeting all requirements of a company that has had a data breach.”
Larry:“The biggest piece that everyone buys is notification coverage, since database notification laws are set up in most states. It’s been estimated 60% of small businesses suffering a data breach go out of business within 6 months without such coverage. There is also electronic media coverage, which pertains to liable, slander, infringement of intellectual property rights, and online advertising violations committed by anyone associated with the covered business.”
What do you see as the future of cyber liability coverage?
John:“Cyber liability coverage will become automatic coverage in most business policies and home policies, like Loss of Income in BOPs or Identity Theft in Home policies.”
Larry:“Currently there is no standard policy language or definitions. When I talk to insurance agencies, I like to call it data based coverage. I’m trying to demystify this concept, telling business that cyber liability coverage is as important as sprinklers in your building. You can insure a building without sprinklers, but it’ll cost more.”
Each of our interviewees stressed the importance of adding cyber liability as a point of coverage for their customers. We at SIS know the importance of adding such coverage, which is why we made adding a new point of coverage as easy as creating a new template and adding it on to a new or renewal review.
To learn more about how Partner XE protects your data, check out our website or contact us today at [email protected].
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