Social Signals: What Insurance Agents Should Know
“Social signals” are becoming more and more popular as a ranking source for sites like Google and Yahoo! From that word “social,” you probably have a good idea of where this is headed. In the insurance world of 2015, agents need to be on Facebook and Twitter and any other social network that makes sense for them. The more popular their content is on these outlets, the better the “social signals,” which can then feed in to “ranking juice.” Here’s how you can boost your social signals and get your website and landing pages more widely noticed from your future customers.
Observe Your Competitors’ Social Media Pages.
Just as an experiment, let’s say that you consider State Farm to be one of your biggest competitors. The first thing you need to do when goosing your social signals is to pay a visit to their Facebook page. From the looks of things, State Farm updates a few times per week. Their content is mostly visual with an infographic, a short video, and a tip meme populating the top as of this post. Subjects range from bike repair advice, pest extermination, and kid/pet safety tips for travel. You don’t have to look far to see how some of these posts would be interesting to an insurance customer and actually, in some cases, have crossover appeal to the rest of Facebook. The lesson: try drilling further down and finding information that can relate both directly and indirectly to insurance — things your audience will find compelling. Just don’t forget to check with the other business owners, especially the ones in yours or a related field.
Focus And Streamline The Headline.
It may be the smallest chunk of text that you ever write, but your headline deserves all the time and scrutiny that you can give it. As a general rule, make sure that your headlines are relatively short and that you’ve utilized proper keyword placement — as close to the front of the headline as possible. It’s the best way of getting a scroll-happy reader’s attention, so they will stop with the Facebooking and look at what you’re doing and how it can help grow the business.
Consider Posts That Take Traffic To Your Site.
While engagement and social media are important in determining your social signals, and they ultimately define how successful you are in this one small area of marketing, your real goal should be getting people to the site. Why? Because you need the views to be taken seriously by Google. Besides, every click-through means a new lead. How do you get people to click? We prefer the outrageous statistic, the question, or not giving it all away in the title (sometimes not-so-lovingly referred to as “link bait” tactics). If you do link bait, make sure the story on the other end of your comments is a compelling read and that it doesn’t over-promise on the headline.
Finally, comment comment comment!
Nothing is more of a slap in the face to your visitors than when message after message goes unanswered. Your followers are dying to connect with you, so connect! You don’t have to answer every single comment, but with each that you CAN answer, you will enjoy a nice boost in your social signals and your Google ranking.
As you try to figure out online marketing for insurance agents, choose one of the options on this list and give it everything you’ve got for about a week. Then, measure your results and try to set in place a schedule for getting to the rest. You’ll find that doing one leads more easily into another. What techniques have you used to improve your social signals? Sound off in the comments section.