• Fix your business listings. Search your company name online and check all listings in directories such as YP.com and Yelp to make sure the information about you is correct. Contact any listing service that has published data that is wrong, outdated or incomplete and revise the content where applicable. It won't cost you anything, but it will make it a lot easier for people to reach you.

• Get reviewed. Make it a practice to ask for online reviews on critical review sites from every satisfied client. Reviews are vital to the success of your business – 78% of purchasing decisions are influenced by online reviews – but business owners aren't taking control of their online reputation. In a recent survey, 36% of consumers said that a business with such reviews has a competitive advantage, and 40% said they expect it. However, less than one in 10 consumers (7%) have been asked to write a review of a local business, even though the vast majority (89%) said they would be willing to do so if they had a positive experience and were asked.

(Photo: GongTo/Shutterstock.com)

STEP TWO: Protect Your Assets.

Take things to the next level now that you have the basics in place. As you already know, word of mouth marketing is one of the most effective ways to spread the word about your business. Make the most of your online resources to ask satisfied clients to send new clients your way. Here is how.

• Offer referral incentives. Give generous discounts to clients who want to share your services with their children, spouse or a friend. A $100 credit may seem high, but it is a small price to pay to win a good client who may ultimately spend thousands of dollars at your business. Get the word out about your referral credit through email blasts, posting it on the home page of your website and sharing it across social media.
• Make your contact list a priority. An accurate and informative contact list is one of the most powerful marketing tools. Maintain yours by adding new clients regularly and asking every customer you speak with for their email and physical address, and phone number. Entering notes about previous interactions, birthdays or other relevant information can help you determine the best time for future outreach and campaigns.

(Photo: iQoncept/Shutterstock.com)

• Start talking. In a world where we are inundated with emails, you might be surprised to hear this, but your customers want to hear from you. There's a communication gap between what consumers are open to receiving and what local businesses are sharing. Send customers emails with helpful tips, newsletters with information on changes in insurance or encouraging messages that show you care. There are many services that can make this more manageable by allowing you to upload contacts and send professional emails directly from an online platform.

• Reward loyalty and surface new business. In a recent survey, 57% of consumers said that offers for returning customers are the best way for a business to stand out. Show your current customers that you want to keep their business by giving them a "welcome back" incentive. In a competitive marketplace, you can never welcome repeat business enough.

(Photo: Feng Yu/Shutterstock.com)

Paul Bascobert is Yodle's president of local. Yodle is a leader in local online marketing that helps 50,000-plus local businesses, including more than 850 insurance providers, find and keep their customers simply and profitably. You can find out more information about Yodle at www.yodle.com or by contacting the company at [email protected] or 877-276-5104.