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So you’ve got a stellar
professional website for your
brokerage, but without the
right marketing strategies
in place, who’s going
to see it?
If you can play your digital marketing cards right, your website has the potential to be a virtual magnet for clients.
So it’s time to start attracting quality leads, retaining
visitors with high quality content and simultaneously
establishing your brokerage as an industry leader.
Firstly, it’s crucial to build up your evergreen
content - that’s SEO rich content that stays fresh
for both regular and new users.
It makes far more sense to attract visitors by producing great evergreen content and rank organically on the first page of Google
Rather than having to pay every time someone clicks on an
advert and lands on your website.
Research shows that today's insurance buyers are more likely to make a purchase from a brand that creates custom content.
So publishing original content makes sense in terms of your
financial resources and it will almost certainly be more
popular.
Think about the phrases that your potential buyers and current customers may use when web browsing and do further research to confirm your assumptions.
Use a combination of short and long-tail keywords, as well
as associated terms and varied syntax.
There are quite a few keyword tools out there such as Google Adwords, Moz Keyword Explorer, Keyword Discovery and Majestic SEO.
They will help you to discover the search terms you need
and gather the necessary data.
Every piece you produce should answer a relevant question for one of your buyer personas.
What you publish needs to help build awareness of the
issues and problems that your buyers are facing and provide
the specific guidance they are searching for.
By ensuring that each piece is relevant in this way, your
evergreen content never loses its value and your site
becomes essential within the digital world.
Having at least two posts every week will help to build
traffic to your site and establish your brokerage as a leader
in your sector of the insurance industry.
For a brokerage with less than ten employees, maintaining
this consistent level of output will make a huge difference in
terms of website traffic and therefore increase the number
of potential leads.
Content that has long-term relevance will be shared with more confidence than something that is only temporarily trending.
Solid evergreen content will give your online presence a boost
and help to build your brand on social media by drawing
more readers to your website.
Whenever you post something new on your website, make
sure that you announce it through your social media
channels to immediately drive more traffic to your
website.
Reworking your blog posts into a comprehensive eBook or a useful white paper for your readers to download is a great way to offer more value to your users.
All that research that you did for the original article - why
not turn some of it into an attractive infographic or
compelling short piece of video content?
So there you have it!
Six key tips to ensure that you are using the right tools available
To produce high-quality and targeted content that
will has the longevity to work hard for you online.
“Insurance Brokers Guide to Website Enhancement and Serious Lead Generation.”
Continue to learn more about creating powerful
strategies for your brokerage by downloading our
free guide,
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