Google vs Facebook

How will Google and Facebook compete? The goal of each is to be the point of entry for Web users, the theory being that whoever controls the gateway will deliver the most effective advertising platform. As I discovered in reporting last week's column, Facebook is so important to some users that it is on their computer screens 24 hours a day, seven days a week. I feel like I'm constantly using Google, but I don't sleep with it.


Exactly how this competition will unfold remains to be seen. Last week, Google co-founder Sergey Brin remarked that what has been done already in Social Search, Google's social-networking feature, is "just the tip of the iceberg" and represents only "one percent of the capabilities that can be deployed in that realm." This is obviously one of the areas he will be targeting in his new role as head of strategic projects

(Source: Wall Street Journal)

What Happened To My Insurance Referrals?

There is nothing like getting a phone call from a referral of a current client. Most of the time it leads to a very efficient and quick insurance sale. Referrals are what most successful insurance agencies are built on, it’s what you crave, and it’s what you work hard for!

I talk to between 500 and 1000 different insurance agencies each month. The common theme in almost every conversation is the phone isn’t ringing like it used to. Agencies are confused why! More importantly their getting very frustrated!

In my opinion referrals aren’t disappearing, there being generated more virtually. When someone needs a plumber today, they aren’t calling up their friends or looking in the yellow pages (that’s too risky). People are posting on social media asking if anyone knows a good one. The response that comes back may be from a few acquaintances or people you hardly know, but if the review of that plumber seems strong, then that person may call that plumber instantly.

My point is for the first time in maybe your insurance agencies history you’re forced to create a little “Buzz” about your agency. You’re forced to really open up to the entire world and show that your creative, your professional and more importantly you’re an expert in your field!

There is a big difference between a lead and a referral. If you want to get that phone ringing again with efficient referral sales you need to start promoting your brand on facebook, Linkedin, Twitter and soon enough Google +!

Facebook Insights

Once a Facebook fanpage has more than 30 followers and regular activity, Facebook automatically engages Insights to start monitoring that page's activity and growth. The page's analytics are only visible to page administrators. And remember there is a significant difference between Facebook profiles, which are for individuals, and Facebook pages, which are for businesses or other organizations.

When Insights becomes available, a small summary box will appear in the left column of the page when an administrator is logged in and viewing the page.

Make sure you utilize this tool to monitor your pages performance!

Facebook Fan Page Tips

(1) Monitor daily at best. Weekly at worst. Set alerts so you know when someone has written on your wall.

(2) Use other online vehicles to recruit Facebook fans including links on your homepage, ads, promotions and other social media sites.

(3) You are only a small reason your fans are on Facebook. Be respectful and don’t over-promote or you risk losing them.

(4) Consider promoting others on your page who have done something significant in your area.

(5) Listen, converse, energize, help, support, or embrace are six things you should ask if your post do.

(6) Thank people for becoming fans.

(7) Ask people to use the “share” button if it’s a particularly important post.

(8) Ask fans what they think about a subject or post, when appropriate.

(9) Promote real-world events. This connects online and offline.

Creating a Custom Web Address For Your Fanpage "Alias"

You need to have "25" fans of your Business Page before Facebook lets you create an alias. This means you can make your web address Facebook.com/BobsInsurance.

Once you have 25 fans
Go to your FanPage
Click Edit Page
Select Marketing
Select Alias
Think about your Alias Name, you cannot change it once its set!!!

Adding A Testimonial Section To Your FB Fanpage

Having a “Reviews” section on your Facebook Fanpage is very important. It allows your satisfied customers to write about how you’ve helped them. More importantly it lets onlookers know that you have a proven track record of success.

How to add a “Reviews” section:
(1) Login into Facebook with the account that manages your Fanpage.
(2) In the top search box type in, “Reviews” and select “Reviews App”
(3) Now in the upper left hand corner of the page that opened select “Add to my page”
(4) Choose the page you want to add it to and it should appear

Top 5 Signs Your Corporate Website Needs an Update

(1) You don’t have links to your Facebook / Linkedin / Blog on the homepage
(2) It has very detailed quote request forms
(3) It has dozens of sub pages
(4) It looks different on various search engines
(5) It has a flash intro that has to upload before it starts

I review literally thousands of insurance agency websites a month. Honestly 90% of them are very poor because they are so broad and massive; they have no game plan or purpose.

Today every insurance professional should have (4) websites. There Facebook Business page for marketing and communication, their LinkedIn page as their bio, their Blog as their news feed and their corporate website that generates leads and on-line sales. Most importantly all (4) need to be attached and synchronized.

Remember the end goal is to get the prospective client to call you! You’re the salesman that should be all you need.

Does Your Website Cost You Referrals

What many insurance agents fail to realize is a website can actually hurt you more than help you. Most people between the ages of 18 and 40 will now do on-line research on any professional they’re referred to. This means your website, Facebook Page, LinkedIn Page, Blog and any other web presence will be judged!


Web Presence Red Flags – Things that scare people away!

Very Old Website Technology – When I go to a website that clearly is over 4 or 5 years old, that tells me that this agency doesn’t like to invest in things. Meaning their either cheap or lazy.

Dead Links on a Website – There is nothing worse than going to a site and clicking on something interesting and getting a “Page Cannot Be Found” error. To me this means this agency doesn’t pay attention to details.

Facebook / LinkedIn “No friends” – When I do a Social Media search on someone and see they have very few connections. Did this agency give it a try for one day then give up? I wonder if they will give up on me when I need help?

No Web Presence At All – The biggest red flag is if the agency has no web presence at all. To the consumer this means the agency is a mystery and to use them would be taking a risk or chance.