5 ways to boost your online presence

By Nick Hill, Director, Hillster Marketing

Unfashionable industries, like insurance, face an uphill challenge when it comes to building a profitable online and social media presence. Here are 5 tips to improve your visibility and traction:

1. Should I use personal or company profiles?

This is a common question. As a general rule, especially with smaller firms, personal branding is the way to go. All the social channels prefer individuals to post rather than businesses. With that said, unless you want all your prospects/clients to see the personal things you post on Facebook, having a business page makes sense. Effective personal branding will build your trust and credibility.

2. Use the right channels

Have a plan and focus on the channels that will work best for your business. For example, a resource like Advisr.com.au is a good alternative to classic social media channels, as it is actually built to deliver leads – and you can share content too. LinkedIn is great if you are targeting specific industries and Facebook is better if you are chasing smaller businesses in specific geographical areas.

3. Educate, don’t just sell

The rule of thumb is 80% education, 20% sales. Video content gets much more traction too – if you are using LinkedIn, upload the videos directly rather than share a YouTube link. Aim to post regularly, not just when you ‘get a moment’.

4. Don’t just post, broaden your reach

Most brokers I know struggle to get a large, engaged social following. There is little point in posting lots of content that just reaches a limited audience (unless that audience is your target market). By using your partners/sponsorships you can boost your reach without the need for thousands of direct followers. Paying to sponsor updates can be a good way for cost effectively reaching more people.

5. Integrate your offline and online activities

Use your offline activities to help provide content for your online channels and use online work to promote offline activities. Not only will this boost your content but also reduce the resources you need.

Social media can suck up a huge amount of resources, often with little return. You need to make sure you have a targeted plan and integrate it with your broader sales and marketing activity. This will mean you devote the appropriate resources to increase your bottom line.

Need a hand? Contact Nick for a free 30 minute insight session.

Nick Hill is the Director of Hillster Marketing with 20 years’ experience of marketing within the insurance industry around the world. Hillster Marketing is a Partner Service Provider for Steadfast and works with companies from all areas of the insurance industry. He can be contacted on 0419 371 018 or email nick@hillster.com.au.

Why an Advisr profile helps you dominate in Google (SEO)

These days, people Google everything. You do it, your friends and family do it and your clients, well they do it too. People literally Google everything.

So as an Insurance Broker, how are you staying on top of the changes in the Google algorithm (how Google determines what to return when people search for things) and how are you keeping up with and ahead of your competitors? The team at Advisr can help you navigate the complexity of Google, optimise your profiles and develop great customer-focused content to attract the right customers.

 

What people Google

People Google everything. In regards to Googling for Insurance and Insurance brokers, people Google lots of different things that can loosely be grouped together into four key groups. These four key groups influence how we think and it is why Advisr is structured the way it is, to ensure you maximise your reach with customers across all their search intentions. So what are these four key groups.

People Google your name

Yes, that is right, customers Google your name to find out what it is like to work with you (customer reviews) and to be influenced into whether on not they should take action and reach out and connect. So have you Googled yourself lately and seen what comes back? Your customers are Googling you, so you’d better be thinking about improving what they are able to see.

 

Have you Googled yourself?

Search Advisr to view my profile now

People Google your company name

The name on the door matters. Customers want to find and connect with your company and to find your contact details, they Google you. So making sure that they find the correct details such as your office location, phone number and email contact details is essential. To ensure you have this sorted, you need to optimise your online company profiles across multiple online providers such as Google Business, Yellow Pages and Advisr.

Search Advisr for my company now

People Google by insurance type

Customers search for insurance by the name of the insurance type. Whether it is at the start of their educational journey or at the pointy end where the purchase is imminent. Customers go looking for very specific information that matches their search enquiries and provides insights for them to consider. If you want to know specifically what people are searching for and how this is changing over time, you can use a tool from Google called Google Trends. At Advisr, we match our categories and insurance lines to the trends we see in the market, enabling us to create a rich customer experience centred around deep customer insights on very specific topics.

Google Trends to understand customers

Play around with Google Trends to see what people search for

The insurance categories on Advisr have been determined based on analysis and input from tools like Google Trends. So making sure your Advisr profile has you listed in the right categories that align with your skills, experience and expertise is critical.

 

People Google by location

Or to put this in a more customer-centric way, customers search for insurance brokers in their location. You might happen to be in or be available to service that location. Customers do search for insurance brokers near them. So at Advisr, we have pages that match the location-based query customers are using to search for you.

 

Why your profile is important both now and in the future

As you progress your career, your personal brand and reputation matter more and more. Starting today on building and cultivating your online reputation is a smart move. The benefits will come. We believe that you need to take ownership of your reputation (online specifically) and determine how you want to be presented. Your Advisr profile should be a key part of your strategy.

 

Why your staff and employees need profiles

As a brokerage leader, the reputations of your staff are critical to your business’s success. Customers ultimately deal with your staff and so ensuring that your staff have good online reputations is part of modern business value creation. Your business is its people.

 

If you’d like to talk further about why an Advisr profile helps you dominate in Google, please reach out and get in touch with the team.

 

How do I start?
  1. Register for Advisr and add or claim your Advisr Profile.
  2. Update your Advisr Profile details
  3. Post content to Advisr.

How to write and post your content on Advisr

Posting your content on Advisr is a great way to drive new business by showing the world your expertise. We will help to share it online with potential customers and others in the insurance industry. You can share your Advisr Post on your LinkedIn, website and in emails, and send it to potential new customers to establish trust in your knowledge.

Choosing a topic

What are you an expert in? If you specialise in a certain type of insurance then focus on an aspect of that. Is there a change in how that type of insurance is offered? Consider what is timely and newsworthy – could you link your topic with something that will be happening soon in your readers lives, to maximise the chances of them wanting to read it? One example is insurance considerations for small businesses in the lead-up to party season. Are they fully covered and how can they minimise risks of being liable for any mishaps? (you can’t use that idea though because we’re publishing an article all about that on Advisr soon ;))

Structure

It helps to sketch out your initial structure in headings that represent each key paragraph or point, then expand and explain each point in more detail for your reader afterwards. Deciding a logical structure that naturally flows through to prompt the reader to contact you is easier to do at the beginning.

Add relevant subheaders to help the reader who scan-reads, and to set the context of each section.

Tone and language

While keeping the tone professional, positive and polite goes without saying, you can tailor the tone and language to your own personality and personal style. Do you like to have a laugh and joke with your clients? You can inject that into your article by writing as you’d speak. Like to tell stories to illustrate your points? Again, something to include in your article. Do you want it to be fun, lighthearted or urgent and serious? It all depends on your personal style, and the topic you’re writing about.

Use language that’s simple and easy to understand. Consider whether a ten year old could read and understand it. That’s the benchmark copywriters use.

Proofreading

Get someone new to look over your content at least once before you publish. When you’ve been editing and writing for a while you sometimes can’t see the wood for the trees and miss errors and mistakes, punctuation or typos. Check, check and check again. Also ask them to ensure it is clear, and makes easy reading.

Adding your content to Advisr

This bit is super easy – just follow the instructions below:

  1. Log in – using your email or username and password
    Login to Advisr
  2. My content – click into ‘my content’Add My Content To Advisr
  3. Add content – copy and paste the text from your contentAdd My Content To Advisr
  4. Image – ensure you choose an image that is high enough quality and not blurry. If you know how to resize it, the size should be: 800 x 400 px If you don’t know how to resize it, just click the button below the screen and the Advisr team can do it for you once you’ve submitted it.Add images to Advisr
  5. Category – select the insurance category that aligns with the content you have added.Add my content into an Advisr category
  6. Save – Your article is automatically saved every 5 seconds. So if you want to go back and edit your article again before submitting click ‘save’Save my content on Advisr
  7. Save and send – Your article goes to the Advisr editorial team to review and then publish. You’ll be notified once your content has been published.

 

Need help creating content?

If you have an idea for an article but don’t have the time or writing skills to write it, we can help! Advisr ghostwrites articles for professionals just like you. And if you sign up for a premium profile we will write your first article for free using our expert copywriters. Just get in touch and let us know the topic you’d like to focus on.