- Dynamic content such as blog posts, social media feeds, and news items should display new content at least once a week.
- Plugins and cybersecurity tools should be updated every 15-30 days.
- Navigation, page styling, and new video, and other e-collateral should be added or revised every 30-60 days.
- Copyright and legal information should be reviewed and revised as needed – at least once a year.
- A full website redesign should occur every 24-36 months, including changes to site structure, visual themes, primary or accent colors, and navigation adjustments that align with key performance indicators from your website traffic analytics.
There are many great reasons why your agency should be blogging, especially during the COVID-19 pandemic. This is an important time, to be consistently in touch with your clients and prospects. Here eight compelling reasons why you should be blogging today:
1. Provides a non-sales reason to reach out to clients and prospects
- This can be done in an automated (email marketing) process, or by sending individual emails to your top prospects.
2. Helps show your agency cares about them, by providing timely content. For example, blogs like this can be extremely helpful to your clients:
- How to Manage a COVID-19 Remote Workforce?
- Insurance Implications when your Workforce is Teleworking
- Will Business Interruption Insurance Cover COVID-19 Losses?
- Motivating your Remote Workforce
- The CARES Act and the Impact on your Business
3. Shows the lights are on, and that your agency is actively engaged. Repurpose blogs for multiple uses:
- Send your blogs to prospects
- Use your blogs for eMarketing campaigns
- Share and promote your blogs on social media
- Show that your agency is comfortable in virtual and digital mode
4. Improves Social Media Reach
- Don’t think your clients and prospects spend much time on social media – think again! Blogs provide high quality content for your agency (and producers) to share content on LinkedIn, Facebook and Twitter.
5. Drives traffic to your website
- A blog, preferably with original content, helps drive clients and prospects to your insurance agency website. It gives them a reason to visit, and a reason to stay.
6. Improves domain authority and search engine marketing
- Blogs help improve insurance agency search engine optimization.
- Your original content is indexed by search engines such as Google and Bing
- Better SEO helps attract prospects
7. Allows you to control your message
- What do you want to say to your clients and prospects?
- How would you like to brand your agency?
- How can you help the during this unprecedented time?
8. Helps showcase your insurance agency expertise
- Blogs can and should be one of your most visited website areas, with the longest visit duration on your website. Showcase your agency and industry expertise with a timely, topical, and relevant blog.
Many insurance agencies and brokers lack the internal resources and writers to post consistent blogs. If so, contact the insurance agency marketing team at StartUpSelling for a complimentary discussion about blogging, content marketing, website updates and more!
Check out our insurance marketing video library to learn more about how agencies and brokers can better attract and retain clients. Videos enhance insurance agency and broker websites, improve stickiness and provide an outstanding opportunity to showcase thought leadership. Our videos and webinars have been viewed by tens of thousands of agents, brokers, executives and owners.
Your insurance agency likely has valuable advice and content to offer, and probably wants to share at least some of these things with prospects and clients. If so, your agency should create a compelling insurance agency website resource library. Website resource libraries provide a great opportunity for businesses, by providing a cost-effective platform to share information which can attract prospects, and improve client retention.
What is a Website Resource Library?
Think of an Insurance Agency Website Resource Library as a content hub, consisting of documents, templates, resource links, digital tools, FAQs, marketing materials and other important information. The goal of this insurance content hub is to improve information sharing with employees, clients and prospects.
Types of Content in a Resource Library
There are hundreds of content types that might be offered in an Insurance Agency Website Resource Library, ranging from best practices recommendations to marketing collateral. Let’s review some of the more traditional content types that an insurance agency might offer in their library. These include, but are not limited to:
- Best Practices relating to risk, damage prevention, healthcare compliance, etc.
- Blog Posts
- Case Studies
- Claims Forms
- Educational Articles
- Important Website Links
- Insurance Forms
- Product Brochures
- Regulatory Updates
- Social Media Profiles (and Groups)
- Videos and Recorded Webinars
These are just a few types of the content that can be shared with employees, clients and prospects. A website resource library allows insurance agencies and brokers to decide what they want shared, and helps them organize how they want to share.
Resource Library Organization
Resource libraries help agencies better organize all of their content. In some ways, it acts as a forcing function. By creating a central repository, it’s faster and easier for employees to locate and add content, as they know where to go to find the content, while making it easier to add or post content. Rather than searching through server folders, or visiting multiple pages across your website (assuming the content they need has even been posted), employees can find everything quickly, in one easy to search digital venue. For client specific content, or content that contains some of your “secret sauce”, you can require a password, for those specific files, or split your library between prospect (for general content) and client accessible content.
Benefits of a Resource Library
- Allows the agency to showcase their expertise
- Can be used to extend your brand
- Easier to find, search and access information
- Helps Producers access and share your marketing materials
- Improved website stickiness
- It can help you grow your opt-in email list
- Makes it easy to share information on social media
- Motivates agency employees to produce more, quality content
If your agency has not yet embarked upon an Insurance Website Resource Library, consider adding this initiative to next year’s marketing plan. Those agencies which lack the internal resources to create this library, can contact the insurance agency marketing team at StartUpSelling for a complimentary insurance web marketing review.
The StartUpSelling Insurance Agency Marketing Video Library is available to all insurance agencies, brokers and wholesalers. Our goal is to help agents/brokers sell more, and work less. Our insurance agency videos have been viewed by agents and brokers over 50,000 times, and are available at no cost though our website or YouTube channel: Insurance Marketing Webinars and Video Library
Some examples of recent videos include:
- How to “Insure” the Success of Your Producers
- Keeping Your Insurance Agency Website Current & Secure
- Insurance Marketing CEO Answers Agency Marketing & Insurance Lead Gen Questions
- Integrated Appointment Setting & Email Marketing for Trucking Insurance Agency Leads
Additional complimentary resources available to agencies and brokers are available here:
- Insurance Marketing You Tube Channel
- Insurance Marketing and Lead Gen Articles
- Insurance Marketing Blogs
- LinkedIn Insurance Marketing Group – Over 3,000 Members
Join thousands of other agents and brokers who are benefiting from these complimentary insurance web marketing and lead generation resources. For more information call (518) 222-6392 for a complimentary insurance marketing and lead generation review, or visit http://www.StartUpSelling.com
According to Google’s Online Security Blog, Google has been striving to achieve a more secure web by advocating the adoption of HTTPS encryption. Google and other major browsers have been marking HTTP sites as not secure using an icon indicator. Beginning this month, July 2018, the release of Chrome 68 will mark all HTTP sites as “not secure”, labeling the sites with that term, as shown below:
Earlier this year, Google posted the following progress with HTTPS (SSL):
- Over 68% of Chrome traffic on both Android and Windows is now protected
- Over 78% of Chrome traffic on both Chrome OS and Mac is now protected
- 81 of the top 100 sites on the web use HTTPS by default
Google’s attempting to help all website visitors understand that all HTTP sites are not secure, and continue to move the web towards a secure HTTPS web.
There are many compelling reasons why insurance agency websites should move to SSL, including security, encryption and trust. In October 2017, Google said, “Passwords and credit cards are not the only types of data that should be private. Any type of data that users type into websites should not be accessible to others on the network, so starting in version 62 Chrome will show the ‘Not secure’ warning when users type data into HTTP sites. And eventually, we plan to show the “Not secure” warning for all HTTP pages, even outside Incognito mode.”
Why The SSL Push?
Sites that begin with “http:” are not SSL sites, and thus considered to be “not secure”. SSL sites all begin with https: and would look like this: https://startupselling.com. What is SSL? It is an acronym which stands for Secure Sockets Layer, a de facto standard used to establish an encrypted link between any web server and your browser. SSL helps ensure that the data communicated between a web server and a browser remains private.
Many people fail to understand that the information they transmit over the Internet, which in many instances is not encrypted, is passed through a series of servers (often referred to as hops), before it finally arrives at the intended destination. Any of those servers which transmit your information in this chain, can steal sensitive information such as passwords, credit card numbers or medical information. Sites that use SSL encrypt your data, making the information difficult to steal for everyone except the final destination server. This is important for increased security and to protect confidential information from hackers and identity thieves.
What is SSL Authentication?
SSL provides authentication in addition to data encryption. For example, let’s say someone fills out an insurance quote request form. These often contain confidential information. Any one of those interim servers could potentially hijack this confidential information. However, this security issue can be mitigated by using an SSL Certificate from an authorized SSL provider. SSL certificates are provided to verifiable websites, like your insurance agency website, after they have gone through several identity checks to prove they can be trusted.
Google and other major browsers are essentially mandating that insurance agencies and brokers will need to make the insurance websites SSL compliant. SSL certificates are inexpensive, ranging from free to $70 per year depending upon the hosting provider. If your agency has not yet converted your insurance agency website SSL, you should do so immediately. In the near future, clients and prospects may not be able to use your contact us, get a quote or certificate forms. Insurance agencies or brokers needing assistance updating their website or converting to SSL can reach out to the insurance agency marketing experts at StartUpSelling for a complimentary evaluation.
Join us for this important web seminar to learn the top ten tips to improve insurance agency website security. Topics include:
* Preventing Security Risks
* Plug-In & Platform Updates – Keeping All Code Up to Date
* Passwords Policies, Managers & Best Practices
* Website Encryption/SSL Requirements
* Back-up and Disaster Recovery Plans
* And More…
Date and Time: Wed, Jun 13, 2018 2:00 PM – 2:30 PM EDT
Click Here to Register: https://attendee.gotowebinar.com/register/3719892319411678721
StartUpSelling is offering a new, complimentary webinar to help insurance agencies and brokers learn the new rules for Search Engine Optimization in 2017. Join SEO subject matter experts as they explain why search engine optimization still matters to insurance agencies. They will review key opportunities for effective SEO results – including creative ways agencies can leverage social media to improve their rankings. From social bookmarking to long tail landing pages to Google+, insurance SEO offers agencies wishing to excel in marketing, an opportunity to further extend their reach and engage with customers and prospects. Key topics include:
- New Rules for SEO in 2017
- Why Search Still Matters to Your Agency
- Impact of Social Media on SEO
- Social Bookmarking – What and Why?
- Google+ an Often Ignored Opportunity
Date & Time: Wednesday, December 21, 2016 12:00-12:20 Eastern
StartUpSelling recently unveiled a new insurance marketing website. It features an attention grabbing whiteboard animation video, and leverages many of the best practices we discuss in our webinars. Since 80% of website visitors are more likely to watch a video, while only 20% will read content, we leverage the use of video across our home page, and in many other areas of the website. Check it out at https://startupselling.com.
Agencies, brokers and wholesalers which lack the marketing staff or expertise to accomplish effective insurance marketing can contact the web marketing experts at StartUpSelling for assistance (518) 222-6392.