If you're not already using RSS feeds on your agency Web site, you're missing out on a unique competitive edge that lets the world know you understand that issuing a policy is just the beginning of the protection relationship.

RSS–or Really Simple Syndication–is a 21st-century technology that automatically notifies your clients and prospects whenever there's something new on your agency Web site's home page.
In the past, agencies have used magnets, postcards and Yellow Pages ads to keep their message in front of their current and future customers. RSS feeds are the 21st-century version of the desk calendar. While we all know a weary worker isn't likely to come home and say, “Gosh, I wonder what's new on my insurance agency's Web site?”, it's quite likely they'll surf the Web for relaxation. An RSS feed picks up the latest article from your agency Web site and prominently displays it on the user's home page without cluttering their inbox with e-mail messages.
I know, I know–you think your customers aren't even using the Web, much less RSS feeds, right? Well, think again. Many baby boomers stay very up-to-date with technology, and the tsunami-like wave of Gen Y customers demand to be technologically understood.
According to MarketingStudies.net, RSS is currently used or planned to be used within the next 12 months by 63 percent of consumer product marketers, 65 percent of media and communications marketers, 37 percent of retail marketers, 37 percent of financial services marketers and 38 percent of equipment and tech marketers. AAB's Web site, www.agentandbroker.com, offers it now, as you can see above.
RSS readers
An RSS reader is a data format for providing users with frequently updated content from selected Web sites. Search engines such as Google and browsers such as Firefox include an RSS reader.
Web sites that support RSS feeds use a small orange button to notify users that a feed is available. They can either go to their RSS reader to add the Web site to their list of feeds, or they can click on the orange button and subscribe. For a demonstration, visit a site such as www.perfectinsuranceagency.com. When you click on the orange button, a page offers the option to subscribe to that Web site. The drop-down box can be used to select the RSS reader or add an RSS reader to the list.
A significant benefit is that the user doesn't have to give an e-mail address or other personal information to make the most of RSS feeds. The user is in total control of the information they select.
How can RSS benefit your agency?
The benefit of RSS technology is the ability to update your Web portals such as Google with fresh, relevant protection information every time a user visits your site. Since sites like Google are frequently used as a home page, this means that your agency has the opportunity to present a continual flow of information whenever a user goes online. Here are four compelling reasons to explore the world of RSS feeds:
Communication. Communication is an essential element of strong relationships. Agencies with above-average retention are often the ones that maintain a steady stream of proactive communication with their clients.
Marketing. As technology advances, agencies are discovering that the message is not the only part of marketing that must be “high impact.” The delivery system must also be able to break through all the marketing clutter to reach the mind and heart of the individual. RSS feeds can be an effective and economical delivery system for these messages.
For example, if you're planning to create landing pages for a niche market, you definitely should consider including RSS feeds in your design. Sites such as www.rssfeeder.com offer free and easy-to-use tools that allow anyone to make the most of RSS feed technology.
Increased Web site hits. An RSS feed is one of the most effective ways to generate repeat visits to your site. People who incorporate the Web into their daily lives keep track of their favorite Web sites, as well as the sources for RSS feeds. If a subscriber sees a headline in your RSS feed that captures their attention, it's very possible that they'll also visit your Web site to learn more about your agency.
Competitive edge. When I work with agencies, one of my main goals is to help owners identify unique ways their agency can stand out in a large crowd of brick-and-mortar and cyber-competitors. Every agency has the choice to either compete with this formidable group or to step out of the competition into a unique market of their own. This is called a “competitive edge.”
The key to creating a competitive edge is focusing on unique services, ideas and expertise that set your agency apart. RSS feeds are not a silver bullet, but when you insert this technology into the bigger picture of our 24/7 wired society, you have the beginning of a distinctive competitive edge.
Search engine optimization
RSS feeds can also significantly improve the search engine optimization of your Web pages. A few simple rules will help you make the most of the infinite world of search engines:
o Focus on content. Graphics and pretty colors may entertain, but content compels action. Invest time to make sure your content is fresh, relevant and unique. Give people a reason for choosing to look at your information on a daily basis.
o Choose article titles that are innovative but not misleading. Be creative with titles for your articles, but don't give false impressions. The goal is to lead the reader to add your article to their daily RSS selections. Make sure you deliver what the title advertises.
o Emphasize keywords. Search engines look for keywords to determine the importance of a site or an article. Check your article for words that target the wants, needs and desires of people searching the Internet.
o Use drip marketing. Another marketing benefit of RSS feeds is the ability to leverage the power of “drip marketing.” Drip marketing is a proven strategy that delivers promotional messages on a regular schedule. As a rule, these messages are sent to a target group of customers or prospects. Each day, when the user sees your articles and information, you have the opportunity to “drip” your message without spending any additional marketing dollars. The target group is anyone who uses the Web to manage their life.
Where to begin
So how can you begin making the most of RSS feeds?
1. Take a fresh look at your agency Web site. Does your site have the ability to support RSS feeds? If you're able to add .html code to your site, the answer is yes.
Adding the feed itself is not difficult. A brief Internet search will provide a number of resources such as www.rssfeedreader.com that offer an easy way to add RSS feeds to your Web site.
2. Change content frequently. Many of the agencies I talk with are intimidated by the prospect of having to find an unending supply of articles and information required to make the most of RSS feeds. Our answer has been to provide our Solutions agencies with several hundred articles and other information that are built into their Web application.
Agencies wanting to maximize the power of the Internet will want to make sure their Web site provider includes content to keep their site fresh and relevant.
3. Find ways to help people to locate your RSS feeds. The two most popular ways to make RSS feeds available are registering your feed with search engines and Web sites that collect feeds. (As a rule, it does not cost to register your RSS feed.) Then, use an e-mail or snail mail campaign to let your community know that your agency understands the value of technology. A press release might also be in order. Information about competitive edge ideas such as RSS feeds should be included in all marketing campaigns and annual reviews.
As I've discussed in this space many times before, technology can be intimidating for many agencies. Ideas like RSS feeds may sound seriously high-tech, but it can be a great and easy way to step out a little farther from the shore. Think of it as an opportunity to build relationships with a lot of new customers, one RSS feed at a time.
Tom Baker is the Solutions coach for Advanced Automation's Solutions agencies. For the past 17 years, Advanced Automation has offered agency consulting services to address a variety of management and agency development issues. He is also an author and frequent conference speaker. Tom can be reached at [email protected].