There are many different ways to use the Internet as a marketing tool, including blogs, social networking, and search engine optimization (SEO). Let's take a quick look at each.

Blogs

If you have been paying attention at all to the social Web, then you have probably heard about blogs. A blog is simply an online journal. Here's how Wikipedia defines the term:

A blog (a contraction of the term “weblog”) is a type of Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. “Blog” can also be used as a verb, meaning to maintain or add content to a blog.

Blogs have existed for a number of years and have become a popular source of information and commentary from a wide variety of people. There are literally millions of blogs written by all kinds of different people. A typical blog combines text, images and links to other blogs, Web pages and other media related to its topic.

For an agency, a blog represents a very interesting way to have an ongoing dialogue with both customers and prospects. For example, a blog posting can answer a common question that the agency has been receiving about a coverage issue. Vaughn Insurance Agency used its blog after a major ice storm to answer customers' questions about insurance coverage. The Founders Group (www.foundersgrp.com) is using its blog to talk about and promote the free seminars the agency provides for prospects and clients.

A distinctive feature of a blog is the ability for the reader to leave comments in an interactive format. This is an important part of many blogs because it allows conversation between the bloggers and their readers. Providing focused information on a particular topic along with the ability to create a conversation with those who read the post is what has made blogs popular.

Blogs also are one of the best ways for an agency to increase its visibility to search engines. Constantly updated content helps a Web site move higher in search results.

Facebook

Facebook has become the face of the social Web. Estimates put the total membership in the United States at about 80 million accounts. The fastest-growing demographic are people age 55 and over; 50 percent of the accounts set up on Facebook are by people over age 35. This is not just for college kids anymore.

From a marketing perspective, there are two aspects of Facebook that an agency should pay attention to. First is the social networking aspect. There are an increasing number of agencies that have created a Facebook fan page for the agency. There are a few agencies that are making their Facebook fan pages an integral part of their Web sites and online presence. See Beeler Insurance as an example. This agency is using Facebook to reach out to and interact with their clients. Because of this presence, they are also reaching out to their clients friends (we would call them prospects).

The second aspect of Facebook marketing is Facebook advertising, one of the most targeted forms of advertising currently available on the Internet. This provides a new way for insurance agents to communicate and connect to new audiences. Because of the information that is provided in a Facebook user's profile, an agency can target their ads to a very specific type of person. For example, you can target an ad to display to only those people who have a particular city listed in their profile.

Become a fan of AA&B on Facebook!

LinkedIn

LinkedIn is Facebook for professionals. At last count it had more than 42 million skilled professional users from all over the world, comprising 150 different industries. When someone joins the site, he creates a personal profile that sums up their professional achievements. These profiles enhance his visibility to prospective clients, current and former colleagues and potential business partners. Members can add connections by inviting business contacts to join LinkedIn, and to connect to other members as a trusted contact.

The LinkedIn Answers feature permits members to ask the community any question. Members provide answers. It is a free feature and one of the best ways to raise your profile by providing quality answers to posted questions. A simple search shows many questions posted about business insurance. Providing quality answers to those questions may bring new prospects to your agency. LinkedIn Groups, which is searchable, is another feature that permits members to set up a new business partnership by joining an industry, alumni or any professional group.

LinkedIn is simply the networking agents have always done, only now in an electronic forum. Used effectively, it can be a great tool to help a producer identify the right individuals within a prospect company to set up a meeting about reviewing their insurance program.

Twitter

Twitter is a “micro-blog.” In 140 characters or less you can describe what you are doing, reading, thinking, or whatever else you think others will find of value. For most people, Twitter has moved beyond describing what you are having for lunch. And it doesn't really matter whether you care or not. But it might matter to certain clients. Recently an insurance agent in Boston told me that he had written two technology accounts because of Twitter.

Twitter can represent another communication channel for customers who are inclined to be on the leading edge of technology and communication. While you may not want to be an active twitterer, I suggest you try it for 30 days before dismissing it. Setting up an account is easy. There are an increasing number of insurance people (agents and insurance companies) on Twitter that provide a tremendous amount of useful information.

Follow Summitt Business Media and the p-c industry on Twitter!

YouTube

YouTube is a video sharing site where users can upload view and share video clips. Google acquired the site in November 2006. Before the launch of YouTube in 2005, there were few simple methods available for ordinary computer users who wanted to post videos online. With its easy-to-use interface, YouTube made it possible for anyone who could use a computer to post a video that millions of people could watch within a few minutes.

It's hard to find someone who hasn't viewed a video on YouTube. From funny to educational, there are a huge number of videos available for viewing on YouTube.

We believe the video represents a great opportunity to create a personal connection with prospects and clients. Rick Dinger, an agent in California, is using YouTube to promote his own TV-style ad. He hired a local production company to record the video. The total cost was $500. Once the video is uploaded to YouTube, it can be linked from the user's Web site and e-mail message, Facebook page or any other place on the Internet.

Agents can use video uploaded to YouTube to educate their prospects and clients about insurance coverages, answer frequently asked questions so their staff doesn't have to spend time answering the same question over and over, and use it as a promotion item explaining why someone should work with that agency.

Search engine optimization (SEO)

Studies show that more than 80 percent of Internet searchers never make it past the bottom of page two of a search engine results page. My hometown of Franklin, Tenn., has a vibrant downtown with many different kinds of shops and restaurants. Think of Internet search results as being located on Main Street in downtown Franklin. Those businesses on Main Street receive a tremendous amount of walk-in traffic because they are visible to the people walking by. Internet search results are very similar. If your agency shows up on page one or two of the search result, it's like being on Main Street and people will find you easily. Being further down in the search results is like having your business three blocks off Main Street–much harder for people to find you.

SEO is the science and art of getting your agency listed on the first search results pages. There have been many books written on the ins and outs of SEO. You should talk to whoever has designed and is maintaining your Web site to make sure your site is being optimized for search engine results.

The key to making the most of Internet marketing is to first create a marketing strategy for the agency. Once you decide where you want to go, you determine what tools are available to help you get there. We have described some of the tools that are available. Begin experimenting. Find someone in your office who has a passion for marketing and let them “play.” The sooner you begin utilizing these new tools, the quicker you will see your business grow.