'They like us. They really like us.'
This is more than an adaptation of a memorable Sally Fields' quote. It's the truth for many successful insurance agencies.
Popularity is a key component of success in the insurance industry. It can help agencies attract new clients while keeping existing ones from jumping ship. In the highly competitive world of insurance, an agency's reputation - or lack thereof - is often the difference between making it and breaking it. Managing your online reputation can have a huge impact on your agency's revenue.
Reputation Management: A New Frontier
The reputation of your agency is no longer built solely from word-of-mouth referrals or costly advertising campaigns in the Yellow Pages or your local newspaper. In fact, online reviews can make a bigger difference in your agency's success than either of those methods and at a fraction of the cost. A strong online review profile can even help improve your website's rankings in search engine results.
Nevertheless, where and how you get these reviews can help determine the success of your agency's reputation-based growth.
These tips will help you make sure the online reviews you get are helping to grow your agency's business.
Don't Focus on the Testimonial Page
Testimonials on your insurance agency website are great However, in terms of reputation management, they're like the trophies you might keep in a case at home. They can make a strong impression for your website visitors but don't have much influence outside the comfy confines of your website.
Use Yelp and Google to Your Advantage
Focus on getting reviews through Yelp and Google My Business. Search engines consider reviews on these directories to be a more impartial portrayal of what your clients think about your agency because Yelp and Google carefully filter reviews submitted so only legitimate reviews are posted. In other words, to a search engine the chances of a spam or fake review being published to your listing on these directories are much lower compared to your website.
Getting good reviews through Yelp and Google can show search engines that your agency is worthy of a top flight ranking for the keywords, topics and lines of business you're targeting. They can also help your agency gain business directly from people who use these websites to compare business reviews.
Make It Easy to Be Reviewed
Yelp and Google+ are designed to collect natural reviews from consumers. If a listing gets dozens of reviews in a single hour, these websites might only post one or two of them. So sending an email to your entire client list at one time is not the best strategy to solicit reviews as the influx can mean only a few of them actually are published.
Fortunately, there are other ways to get dozens of quality reviews in a steady manner. Encourage new clients to review your agency on Yelp and Google+ shortly after their policies are bound.
You can also adding a link to Yelp on your website or within a drip email campaign to direct your new clients to your listings.
Do you have any success stories about review solicitation? Share them in the comments.