10 essential components of an effective digital brokerage

David Dyck January 23, 2019

10 essential components of an effective digital brokerage

Are you putting your brokerage on the path to a digital transformation? Here are 10 steps you can take today to expand your digital footprint.

1. Facebook Business Page

Every brokerage needs a Facebook page. Here are a few stats that show why:

  1. Facebook adds an average of 500,000 new users every single day. That’s 6 new profiles every second. This is an incredible growth pace. And the fastest growing Facebook demographic is 55+ years old.
  2. 1.7 billion people are active on Facebook every month. They all need insurance.
  3. There are 1 million links shared on Facebook every 20 minutes. The norm of sharing information is linking content and pushing it through networks. That content could be your knowledge and wisdom via a blog, video, or image.
  4. There are 40 million active small business pages on Facebook. That is an immense B2B opportunity for insurance engagement.

Not to mention, having a Facebook page adds legitimacy and searchability to your brokerage.

2. LinkedIn Business Page

LinkedIn is the biggest, most active network for professional networking. Boasting over 13 million companies and more than half a billion users, LinkedIn is a massive opportunity to establish brand awareness, establish your producers as thought leaders, and attract top talent.

Don’t limit your LinkedIn marketing strategy to personal profiles — although they’re important, they’re only half of the potential LinkedIn has to offer.

It’s easy to set up, but it doesn’t stop there. Make sure that you have it optimized to get the best results. According to data from LinkedIn, completed Business pages that are completed receive twice as many visitors as those that have pieces missing. And posting regularly helps to increase followers.

3. LinkedIn Account for all Account Managers and Producers

LinkedIn is one of the most powerful tools in an insurance broker’s toolbox. Done right, it can be a producer’s most powerful asset when it comes to driving leads and making connections. It should be your brokerage’s policy that every account manager and producer on your team has an active and optimized LinkedIn account that is regularly posting engaging content.

4. Blog

Posting content regularly to your company blog can sound like a daunting task, but for any brokerage that wants to have a digital presence, a blog is necessary. Seventy-seven per cent of internet users read blogs, so there must be something to them.

A blog increases your brokerage’s online visibility. It does this in two ways. First, it offers something of value to readers, establishing trust and demonstrating your expertise. Second, it makes your website more attractive to search engines, like Google, making it more likely to rank higher.

If your brokerage is actively blogging new, interesting content every month, and you have active Facebook and LinkedIn accounts, you’re well on your way to becoming a digital brokerage.

5. Video Content

Video is quickly becoming as important as other forms of content for attracting clients. According to one study, adding video to your website can increase the chance of a front page Google result by 53 times.

A video is a great way to briefly explain concepts like insurance to consumers. As a medium, it holds attention in a way that can be informative as well as educational.

And much like blog content, video plays really well on social media platforms like Facebook and LinkedIn. Audiences are 10 times more likely to engage, embed, share and comment on video content than other forms of posts.

6. Use CRM/CMS (such as HubSpot)

CRM — also known as customer relationship management — refers to software that tracks interactions with prospects and clients.

CRMs store prospects’ contact information such as name, email, and phone number, as well as any other identifying information that you choose to track, such as revenue or number of employees.

The real power of a CRM is its ability to log producers’ touchpoints with prospects, including emails, phone calls, voicemails, and meetings. Some CRMs, like HubSpot, offer the ability to track deal stages and reasons for closed-lost and closed-won deals, which can be extremely valuable info to have.

7. Individual Page per Digital Product

You’ve got ecommerce insurance products — great! The next step is making sure they’re visible and accessible to website visitors. For every product you have, you should have a corresponding page that is optimized for that product’s ideal buyer.

The page should include a meta description, header tags, images with alt text, around 500 words of copy that feature targeted keywords, prominent calls to action, and video.

8. At Least 5 Industry Class Pages per Product

Featuring the products themselves with their own pages is only the beginning. Your brokerage should also identify which (at least five) industry classes it wants to go after and create pages for each of those as well.

For example, your brokerage website should have a product page for professional liability, but in addition, it should also have a page for photographers, which explains why photographers should have liability insurance.

That copy should be geared specifically to each industry class, and speak their language. All other aspects (meta description, copy length, etc.) should be there as well, just like in the digital product page.

9. Google Analytics Installed (to allow accurate measurement and reporting)

Google Analytics is a powerful tool that lets you know how many visitors your brokerage’s website attracts, how they found you, their demographics, and how long they stay. By looking at this data, you can make decisions about what additional pages you need, where they should go, how your calls to action are performing, and other insights.

If you aren’t using it, go here to get started immediately.

10. Prominent CTAs on each Page

Calls to action — also known as CTAs — are crucial to guiding users to your brokerage’s ecommerce platform. Make sure they’re on every product and industry class page, and that they’re easy to see and interact with.

According to one study, this is an area that is lacking among most B2B digital marketers, and some aren’t using them at all. According to one study, 70% of B2B sites lack a call to action. That’s a huge opportunity being missed.

A great CTA button can direct users, get them to take action, improve conversion rates, and ultimately help your website convert traffic into sales.

David is APOLLO’s Editor in Chief and cofounder. He believes in the power of content to help aid brokers in their digital transformation.

Get in touch today: david@apollocover.com. Connect with David on LinkedIn