In the old days, small business owners had limited avenues in which to spread awareness for their companies. Whether it was radio or print advertising, the platforms available for getting a message across were few and far between. Needless to say, advertising has come a long way for local businesses. Before, only the big boys could afford mega advertising campaigns in national magazines, newspapers, and television. But now, with the internet leaving everything else in its wake, anyone can bring attention to their business for relatively little money. Currently, if you don’t have a website you’re considered to be behind. If you’re not taking advantage of Facebook and Twitter, you’re deemed old fashioned. Additionally, if your business isn’t putting its name up on Google Places or Yahoo! Local, you need to begin to soon! Local listings pages are an easy and inexpensive way to bring customers to your website. So what are local listings pages, anyway?

Local listings, or “local search,” are pages created on specialized search engines that allow users to submit geographically constrained searches against a database of local business listings. A local listings search will normally include the “what,” such as restaurant, hotel, etc., but also the “where,” such as city name, address, or postal code. For instance, if someone is looking for insurance in Warwick, R.I., they’d search terms like “insurance in Warwick” or “cheap insurance Warwick.” Your goal as an agency is to optimize your page so it shows up in search results for users in your region.

A standard local listings page will include three important components: location, business description, and customer reviews. The two most popular platforms, Google places and Yahoo! Local, provide a map in addition to your business address. It goes without saying, but it’s important to have your address exactly as you need it to appear. If you ever change locations, always remember to update your address and any other information such as phone and fax numbers.

Your business description can be as standard or creative as you want. A good rule of thumb is to always include your agency name as well as a few examples of services you provide. Keep it short, but always make sure it is longer than one sentence and at least two.

The customer reviews section can make or break a page. A listing with customer reviews will make your page look more legitimate because users will see that customers have come to you for help and have been influenced enough by your business to share their thoughts on the web. Also, the more reviews you have, the better traction you will receive.

Additional information you can include, depending on the platform, can be business hours, payment methods, keywords, and even a photo.

Remember, the days of print, radio, and local TV advertising are long gone. While you can still use these to advertise your agency, the internet, especially local search, is a platform you need to take advantage of.

Aside from Yahoo! And Google, feel free to check out these platforms as well:

Merchant Circle

City Search

Insider Pages

Yelp

Last week Google released information about another algorithm change that will have an effect on their search results. Their algorithm is an intricate set of instructions and functions that helps Google determine how certain sites should rank in the SERPs, or search engine results pages. Precisely how the Google algorithms work is highly confidential but every once in a while we’ll catch a glimmer of insight into what Google is looking for from us.

The current algorithm update is focused on the freshness of content on the web – it’s being referred to as the “Freshness Update”. Google wants to gear their search results toward the most relevant AND up to date information available. This is not a new initiative for Google, but simply an improvement to their ongoing efforts. Google reports that the percentage of effected queries has doubled, meaning that 35% of searches will now see fresher results.

So, what does this mean for you?

For those of you who are clients of Astonish Results, you’ve heard over and over again how important and beneficial it is to be involved in blogging and social media. Our nagging is being reinforced by this Google algorithm update. Keeping up with your blogging and social media efforts is the easiest way to continuously send updated content to the web. So log into your onsite blog and make sure you’re giving Google what they want – fresh and exciting content!

Bringing it back to the basics, the search engines are looking to provide searchers with the best experience possible. So whether you are trying to keep up with Google’s algorithm updates or are looking for best practice tips from Bing’s webmaster guidelines, it’s important to make the needs of searchers a priority. If you’re providing searchers with up to date, useful information then you have a solid platform to build off of.

If you invite a friend over for dinner, there is a certain set of unspoken social guidelines that must be followed. Everyone is expected to be on their best behavior, and actions occur without needing to be prompted. Mothers work very hard to teach their children the proper manners of having a guest, and what it means to treat the guest with courtesy and respect.

This is the same case when you invite people to come to your web site and read your blog! On the internet, a place of anonymity, sometimes manners can fall by the wayside. Because of this, people tend to notice when people and businesses act with class. Having good blogging manners can set your company apart, and differentiate you from other businesses!

When you have guests arriving, it is advisable to make sure your home is neat and tidy. In the same way, your web site’s layout is the first impression many people will have of your business. Make sure everything is in its place, and that there is no unnecessary clutter.

While entertaining your guests, you want to make sure the experience is enjoyable. You need to make sure that your blog posts are interesting, not just the same old content everyone is recycling, but something your guests will appreciate, preferably even something that they will not find anywhere else.

It is important that your guests feel that they are taking part in the conversation. While the main goal of your blog is to impart wisdom to your web site’s visitors, it is important that your guests are engaged. If you encourage your guests to comment on a post, or reach out to you on a social networking site, they are likely to feel like they have a relationship with the company.

As an added step, you must make sure to further any conversation your guest initiates. If a guest at dinner were ignored any time they commented on the conversation, they would likely be affronted. No matter if a comment is positive or negative; every comment deserves a response, even if it is simply “Thank you for your input.”

By using all these manners in your company’s blog, you will achieve the number one goal of entertaining a guest: the guest will leave with a positive experience. If this occurs, your blog is likely to receive more traffic, both from pleased guests that have come back, and more referrals!

Conducting your own keyword research can be difficult enough – it’s important that you’re not overlooking small tweaks that can really make a difference in the success of your strategy.

When it comes to keyword research, make sure you’re not doing the following:

• Using broad match data instead of exact match dataSearch volume and competition rates are two very important metrics to consider in your keyword research. While a keyword may look amazing in the broad match data view, that’s really not the case. Broad match keywords tend to have a lot more traffic than exact match, but this won’t help your strategy. The catch with broad match keywords is that you cannot guarantee what combination of the words within each keyword phrase people are searching for – there is no precise science to broad match keyword phrases.The number for exact match keywords tells you how many people are looking for that exact keyword phrase on a monthly basis. Using this data in your strategy will ensure that you know exactly what you’re getting into in terms of what the traffic and competition rates are for your keywords.No tool is 100% accurate in reporting search volume data, but with exact match, you can get the best data available – this will help you decided which keywords are right to target.
• Having Unrealistic Expectations
  This is big point. You cannot be unrealistic in your expectations of your strategy. Keywords with high search volume are definitely terms you want to include in your strategy – but not at the cost of competition. If a keyword has a high search volume and a really high competition rate, then chances are that’s not a good keyword for you. Sometimes, you have to sacrifice a little search volume in order to get keywords that you can actually compete for. Volume is a one of the most important factors in creating a strategy – but it’s not everything.
• Researching Keywords Without Variation
  Search engines, Google especially, are placing a lot more importance these days on humanizing content and keywords. You really have to consider both the user who will be reading your site and pleasing the search engines when you’re building a strategy. In this regard, it’s important to make sure you explore all variations of a keyword. For example, someone who is searching for auto insurance could actually be looking for a number of things, such as an auto insurance quote, auto insurance rates, etc. Same goes for plurality as well – i.e. California insurance agents versus California insurance agent. It’s important to humanize your data and research as much as possible and make sure the context of your keywords is correct.

There’s a lot that goes into keyword research and building a solid SEO strategy, but sometimes remember the “little” details can really help. Are you performing any of your own keyword research? Share your tips and tricks with me on Twitter, @Astonish_Shawna.

One of the great things about a pay-per-click campaign in Google is the ability to access a myriad of data points to judge the effectiveness of your strategy.  The idea is to use all of the data available at your fingertips to make small changes to your campaign so that you can achieve two simple goals:

Sounds simple, doesn’t it?  It is – until you get a look of all the data that gets generated from a paid search campaign.  By the time most advertisers finish looking at their CPC (cost per click), CTR (click through rate), Cost per conversion, conversion rate, etc, their head begins to spin.

With so much information, it’s important to decide which is important enough to act on. My rule of thumb when it comes to deciphering this information is simple: your most important data is closest to your bottom-line business goals.  Why worry about CPC, when cost per lead is closer to the actual sale?  Why worry about the percentage of people who click on your ad (click through rate), when you can focus on the percentage of clicks that turned into a “conversion” (conversion rate)?

When I am working with one of our agency partners on their insurance marketing SEM, and need to do a “quick and dirty” assessment of their campaign’s performance, I have some go-to metrics that I look at first. Let’s take a look at three of them:

• How much have I spend already on this campaign?
• When is my budget projected to run out, based on campaign spending so far?
• What campaigns are spending the most?

After you get a handle on how much you’ve spent, you can get started on looking at metrics that show how your money is performing.  And the first thing I look at is…

One caveat:  as I mentioned in the beginning of this post, the most valuable metrics get as close to the “sale” as possible, so the ultimate indicator of performance is cost per sale (or cost per customer).  If you can directly attribute online sales to your SEM campaign, use a cost per sale as your substitute for CPO — this metric will tell you if your generated revenue is more than your investment in paid search.

• Is my website (more specifically your SEM landing page) effective at driving business?
• What keywords are most successful at driving conversions, and which keywords are just costing me money with very little return?

Your campaign’s conversion rate is a good indicator of how your landing page is performing.  If the page to which you are driving traffic is built with your conversion point in mind (a quote request form, for example), your conversion rate will benefit.  Since you’ve paid for the visitor’s click, you might as well pay attention to their behavior after they have cost you money. Your conversion rate will tell you if you are successful at converting costly visits into conversions.

Your campaign is capable of tracking conversion rate at the keyword level, which is a GREAT metric to be more efficient with your costs.  Does a particular keyword have a high conversion rate?  React to that by pushing up your bid and making that profitable keyword more visible.  Is there a certain set of terms that are costing you money but not producing conversions?  Pause or de-emphasize that term.

Use these metrics as a starting point in evaluating paid search marketing campaigns.  They’ll help you sort through all of the data that you can find in Adwords (or the SEM report that your marketing partner sends to you!), and get to the information that really matters.

If you get lost in all that data just remember to ask yourself one very important question: which data most directly impacts my bottom line?

Fear has a lot to do with the unknown. SEO is still a relatively new development in the marketing industry, so it stands to reason that many companies are hesitant to dig into it. I’ve outlined five of the top reasons companies fear search engine optimization in hope that eventually we can quell these fears. The more you learn about SEO, the less intimidating it will become and the easier it will be to implement a solid optimization strategy.

Fearing SEO or being intimidated by all of the work required of a successful strategy is no reason to steer clear of this proven marketing tactic. According to G.I. Joe, knowing is half the battle – so start your education today. If you can grasp the fundamentals of SEO, then you are one step ahead of the pack. If you don’t have the time to implement an SEO campaign on your own, team up with a consultant but be sure to stay away from the false “quick results” scams out there. Then prepare yourself for some hard work and eventually you’ll see some astonishing results!

The internet started as a revolutionary platform for information and communication, and guess what? It’s still revolutionizing the way we inherit and consume information, albeit much differently than how it was ten years ago.

Ten years ago there was no Facebook or Twitter and communication between friends was based on instant messaging and phone calls; even texting hadn’t become as widespread as it is today.

Now?

Facebook seems like it has become the norm for communication among younger generations. Email has been replaced by Facebook messaging, while phone calls have been replaced by texts and wall posts. Instead of calling friends to see what everyone’s plan is for the night, it’s now acceptable to post a status update reading, “what’s the plan tonight?” with links to various profiles of friends.

Facebook and Twitter have undergone significant changes since their debuts in 2004 and 2006, respectively. Remember the old Facebook layout? If you don’t, then we’re not surprised, because that was the layout all the way back in 2005. In order to keep up with the changing uses for the internet, social media accounts have to change, too.

So what changes have social media platforms made, and how does your insurance agency adjust and adapt?

Social media platforms change based on what they think people are currently using the internet for. For instance, Facebook was one of the first websites to really understand that users wanted to share photos as much as possible. On their initial run, photo space was limited, and now? Unlimited. Foursquare started up because the developers realized that people wanted to know where their friends were and what they were doing. And now recently, they have altered their website to allow users to not only check into places, but check into events as well. Although social media platforms all have different services and philosophies, they do have one thing in common: acceptance to change.

Social media platforms are always changing, so it’s necessary for us to change with them. If we don’t, then we’ll fall behind and we won’t be able to successfully implement them back into our lives and business strategies. It’s always funny when a website like Facebook drastically changes their layout: there is always a public backlash, but users will begrudgingly continue to log in because they can never get enough of Facebook.

So how should your insurance agency be adapting to changes in social media? Simple: as much as you can. As social media platforms change, your agency must change with it in order to better acclimate itself for future success. The old saying is, “if you can’t beat ‘em, join ‘em,” which directly applies to this situation. If Facebook or Twitter makes an adjustment, you should make sure you and your social media team are aware of the changes.

Perhaps the biggest change within the last year is social media’s adaption to mobile phones. Mobile is primed to become a large part of social media in the near future, with LinkedIn announcing that they are revamping their mobile application in an effort to streamline the way users interact on the actual website and the application. Also, the new Apple mobile operating system, iOS5, is going to have innovative Twitter integration. It also does not hurt to mention that Facebook is the most downloaded free mobile application ever.

As an agency, it’s crucial to step up your game when it comes to the internet. The internet is where many current and potential customers spend a lot of their time whether it’s for work or for personal use. Keeping your agency up to date on the internet—especially social media—will allow your company to remain competitive in the online field and add traction to your insurance agency website.

Don’t be afraid of change!

Since the release of Twitter, there has been a misconception about its purpose. Many people believe that it is only useful for viewing status updates from those that you are following. In reality, it is so much more than that.

Although Twitter is a great way to keep your friends updated about events and other interesting information, it can also be utilized as an effective insurance marketing tool. Twitter is a practical way for businesses to keep their existing customers updated regarding any company news, events, and new product information.

While there are so many different tools available to help you get the most out of Twitter, I am going to narrow down a few of the more popular tools that can help you set the framework for your insurance sales strategy.

Here are a few basic applications that can be used to help you get started on promoting your business on Twitter:

Socialtoo.com:
Socialtoo is a free, handy tool that has many different uses! With this tool, you can:

• Keep track of all the people who have followed or unfollowed you on Twitter
• Have the ability to send a confirmation message to anyone that decides to follow you
• Follow people that follow you
• Blacklist users you do not want to associate with and prevent them from following you
• Follow anyone that has followed you in the past
• Create surveys

TwitterTools
If you run your own WordPress blog, then this is a must have! This plugin gives you the ability can integrate your Twitter account and your WordPress blog together.

This tool allows you to pull your own tweets into your blog and also allows you to create new tweets on your blog posts from inside WordPress. With this tool, you can quickly notify your friends on Twitter when you made a new blog post.

TWhirl

Twhirl is a tool that allows you to post Twitter updates, follow your friends and search for specific tweets. Most of the features that are available on Twitter are also available on Twhirl.

With Twhirl you can:

• Post short 140-character updates about what you are doing
• Follow your twitter friends and read all their updates
• Send users direct, private messages

Social Oomph

Formerly known as TweetLater, Social Oomph is a service that offers users the ability to enhance their tweets and actually send them through an e-mail! The purpose of this application is to help you be more productive and save time with your social activities on Twitter, Facebook, and even your blogs.

You can either opt to take advantage of the free service or sign up for the paid service. The free service allows users to schedule the occurrence of all your Tweets, track keywords, receive e-mail digests of keywords you specify, and efficiently view your mentions and retweets across many accounts.

TweetDeck

TweetDeck is a Twitter application that is integrated with Twitter’s interface. This allows those who are logged in to send and receive tweets. You can also view other profiles. In comparison to many other Twitter applications, this is one of the more popular ones.

With TweetDesk you can:

• Quickly send out tweets
• Receive G-mail notifications in your inbox
• Unicode art including smiley faces, arrows, and even upside down text!

Although there are an overwhelming amount of tools available to help you maximize your insurance marketing strategy, hopefully you will take advantage of a few of these tools. Some of these applications you will find are easier to use than others, but it is important to figure out which ones will work best for your Twitter marketing strategy!

Here it is — the last installment of my series on driving qualified visitors through your paid search (SEM) campaign.  In part one of this series, I discussed PPC keyword selection as the first two steps in qualifying traffic, and in part two I showed you how to optimize your ad copy in order to drive traffic from the visitors that you’d most prefer.

Remember that qualifying your paid search traffic has two parts:

Also remember that, as compared to organic search traffic (where you welcome visitors in all phases of the sales funnel), the most effective and efficient SEM campaigns can focus on driving visits that produce conversions.  Let your organic search optimization efforts drive the “information-gathering” traffic, use your PPC campaign to target the “purchasing” consumer.

Now that we’ve covered three steps to improve your campaign, let’s dive into the next tactic that will help you drive valuable clicks:

Step 4: Create Landing Pages to Promote Your Conversion Point

You’ve set up your PPC keywords, you’ve created some unbelievably enticing ad copy to get your audience to click … now what? The process of converting your traffic from visitors into customers is technically over, as you’ve now received a visitor from your SEM campaign.  But the most effective PPC campaigns do not stop optimization until after the most important part of this process – the conversion point.  If I am running a campaign to sell a widget, and I’ve received my captive audience through paid search, I want to make darn sure that I make the final piece of their purchasing process is both obvious and easy.

Once I’ve paid for this click, the last thing that I want the visitor to do is get distracted, bored, confused or frustrated. I want to subtly but firmly guide them through the conversion (or transactional) process.  That’s why the landing page in a paid search campaign is so important.  I’ll give you three quick tips to create an effective landing page, all geared towards promoting a conversion point.

Note that the page is simple, does not contain too much text, and provides no linking away from this page.  The visitor, who has arrived on a very specific keyword search (including the word “quote”) is confronted with exactly the type of information that they have requested, and are more likely to convert as a result!

There you have it – four easy steps to generating and converting qualified paid search traffic! Apply these tactics to your campaign and you just might get a more efficient use of your marketing dollars.

The way we read text on a computer and the way we hear a sentence calculates differently in our brains.  For example if you read a joke, the meaning may go over your head, but if you hear the same joke out loud, it can be tremendously funny based on the tone of the person’s voice.  In this virtual age of internet marketing, as people rely more on technology rather than human interactions, our words may be getting lost in translation due to one key factor: voice.

According to The Angel Voice blog, the concept of voice has gotten lost in recent years with the internet and smart-phones taking us away from actually communicating with each other.  Most of the time, people would prefer sending a text to another person or posting a comment on their Facebook wall instead of having a one on one talk with a person, whether physically or on the phone.

However, although technology has given us the easy way out, what ends up truly disappearing in a conversation are the nuances that come across through the spoken word as opposed to the typed word.  The typed word is open to interpretation, but the nuances of how someone speaks those same words are well defined.

As far as social networks go, they are designed to help us keep in contact with friends, family, and business colleagues.   We “see” their words everyday and interpret them personally in correspondence to how we want to comprehend them, but we don’t get to “hear” their voice to grasp the real meaning.  But now that has all changed.  Two new services from Voice.com allow you to post voice comments to Facebook and Twitter, called Voice for Facebook and Voice for Twitter.

Registering for these applications allows you to call a phone number, record audio, and have that audio posted to your Facebook wall or Twitter feed.  To start using this tool, you must input your cell phone number and sync this number with your Facebook or Twitter account.  You’ll be given a phone number to call.  When you call the number, the application recognizes your caller ID and posts your audio comment to your social media outlets.

With voice enabling social media, you will now be able to hear how your friends feel about a particular topic versus someone trying to get their point across with multiple exclamation points.  However, no matter what means you use to share your messages with the world, it is important to remember that internet marketing is constantly changing.  As rapid as these alterations may seem, you can make the positive evolution necessary to increase your community following by relating to them with your own unique voice!