Should small and medium size insurance agencies invest in press announcements? The inference here is that larger agencies are already investing in this important marketing activity - which is an accurate depiction. Do the large brokers know something smaller agencies do not? Press announcements, which today are sometimes called news releases, provide agencies with many insurance agency marketing benefits. The two main varieties of distribution services, fee based releases and free releases. Small agencies with modest budgets plus some additional time can consider many of the free distribution services. Some of these include: - Brian Lock Insurance
Free Press Release
You can find dozens of free distribution services, a few of which offer premium fee based release services. Agents and brokers which can allocate budget for more comprehensive distribution should think about fee based or subscription providers. Some the greater known fee based services are:
Why must insurance agents use press announcements to augment their insurance agency marketing initiatives?
Expand market presence - deliver a refined message to some broad target market.
Reach new markets - alert new target markets, especially verticals, of products and services.
Create name recognition - helps target prospects "know" your agency when contacting them or quoting.
Define expertise - alerts prospects of deep industry knowledge (group and compliance benefits, trucking insurance, risk retention groups, restaurant insurance, etc.).
Improve insurance agency seo - though search engines like google argue to the contrary, seo specialists have proven that press announcements positively influence insurance agency SEO (SERPs).
Attract media attention - Properly executed, insurance agency press releases can be distributed to thousands and thousands of news subscribers and tens of thousands journalists and bloggers.
Increase web site traffic - pr releases engages readers and directs those to see your website.
Boost social media marketing traffic - most press release services allow readers to share the discharge via social media.
What should agents use in their releases? Here are some of the common components which should be included in every release:
Headline - make it pithy, short and relevant.
Summary - a fast description in the release, with greater granularity compared to headline, enough to whet hunger of a perspective reader.
Dateline - usually includes the discharge date and originating town of issuer.
Introduction - first paragraph within a press release, that generally gives basic techniques to the questions of who, why, where, what and when.
Body - the information of the release including background, details, metrics and quotations etc.
About - most incorporate a brief "about" section, providing information about the corporation issuing the release, website link and other information vital that you the issuer.
Media contact details - name, contact number, current email address, mailing address, or other contact info for that release contact person.
Most services offer guidelines, release examples and FAQs to help brokers and agents with press release basics. Finding worthy topics may well be easier than agents might think. New insurance agency webinars or webinar programs, new lines of economic, new employees, new offices, new carrier relationships, innovative products and repair announcements, new website resources, upcoming speaking engagements or trade show exhibitions, and content/video libraries are all topics which may benefit from a release. Agencies can either staff this work internally, or outsource the initiative to a proficient insurance agency marketing and PR organization. - Brian Lock Insurance