Consumers' buying and shopping habits have changed. Think aboutwhat you do when you're thinking of buying a new product orservice. For most people, the research process starts by going tothe Internet and searching for that product or service. Using theInternet to search about insurance is no different.

According to comScore Inc.'s April 2009 Online Auto InsuranceReport, 32.1 million auto quotes were submitted online in 2008. Ofthese, 52 percent of respondents said they had shopped for autoinsurance within the past 12 months, and 63 percent went online toget a quote. The total number of policies actually purchasedonline, however, was just 2.3 million.

These numbers should be both an encouragement and a wake-up callto insurance agents. The trend of consumers and businesses goingonline to research their purchases is not going to slow down. Yetthese numbers also show that even though people are going online toresearch, most still want to talk to a person before they actuallypurchase a policy.

The Internet represents a great untapped marketing opportunityfor every agency. The skills necessary to take best advantage ofthis opportunity, however, are different and will require time andeffort to learn how to maximize its use.

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

Blogs

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

A blog (a contraction of the term “weblog”) is a type of Website, usually maintained by an individual with regular entries ofcommentary, descriptions of events, or other material such asgraphics or video. Entries are commonly displayed inreverse-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 apopular source of information and commentary from a wide variety ofpeople. There are literally millions of blogs written by all kindsof different people. A typical blog combines text, images and linksto other blogs, Web pages and other media related to its topic.

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

A distinctive feature of a blog is the ability for the reader toleave comments in an interactive format. This is an important partof many blogs because it allows conversation between the bloggersand their readers. Providing focused information on a particulartopic along with the ability to create a conversation with thosewho read the post is what has made blogs popular.

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

Facebook

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

From a marketing perspective, there are two aspects of Facebookthat an agency should pay attention to. First is the socialnetworking aspect. There are an increasing number of agencies thathave created a Facebook fan page for the agency. There are a fewagencies that are making their Facebook fan pages an integral partof their Web sites and online presence. See BeelerInsurance as an example. This agency is using Facebook to reachout to and interact with their clients. Because of this presence,they are also reaching out to their clients friends (we would callthem prospects).

The second aspect of Facebook marketing is Facebook advertising,one of the most targeted forms of advertising currently availableon the Internet. This provides a new way for insurance agents tocommunicate and connect to new audiences. Because of theinformation that is provided in a Facebook user's profile, anagency can target their ads to a very specific type of person. Forexample, you can target an ad to display to only those people whohave 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 hadmore than 42 million skilled professional users from all over theworld, comprising 150 different industries. When someone joins thesite, he creates a personal profile that sums up their professionalachievements. These profiles enhance his visibility to prospectiveclients, current and former colleagues and potential businesspartners. Members can add connections by inviting business contactsto join LinkedIn, and to connect to other members as a trustedcontact.

The LinkedIn Answers feature permits members to ask thecommunity any question. Members provide answers. It is a freefeature and one of the best ways to raise your profile by providingquality answers to posted questions. A simple search shows manyquestions posted about business insurance. Providing qualityanswers to those questions may bring new prospects to your agency.LinkedIn Groups, which is searchable, is another feature thatpermits members to set up a new business partnership by joining anindustry, alumni or any professional group.

LinkedIn is simply the networking agents have always done, onlynow in an electronic forum. Used effectively, it can be a greattool to help a producer identify the right individuals within aprospect company to set up a meeting about reviewing theirinsurance program.

Twitter

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

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

FollowSummitt Business Media and the p-c industry on Twitter!

YouTube

YouTube is a video sharing site where users can upload view andshare video clips. Google acquired the site in November 2006.Before the launch of YouTube in 2005, there were few simple methodsavailable for ordinary computer users who wanted to post videosonline. With its easy-to-use interface, YouTube made it possiblefor anyone who could use a computer to post a video that millionsof 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 videosavailable for viewing on YouTube.

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

Agents can use video uploaded to YouTube to educate theirprospects and clients about insurance coverages, answer frequentlyasked questions so their staff doesn't have to spend time answeringthe same question over and over, and use it as a promotion itemexplaining why someone should work with that agency.

Search engine optimization (SEO)

Studies show that more than 80 percent of Internet searchersnever make it past the bottom of page two of a search engineresults page. My hometown of Franklin, Tenn., has a vibrantdowntown with many different kinds of shops and restaurants. Thinkof Internet search results as being located on Main Street indowntown Franklin. Those businesses on Main Street receive atremendous amount of walk-in traffic because they are visible tothe people walking by. Internet search results are very similar. Ifyour agency shows up on page one or two of the search result, it'slike being on Main Street and people will find you easily. Beingfurther down in the search results is like having your businessthree blocks off Main Street–much harder for people to findyou.

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

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