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Should Insurance Agents Invest In Insurance Agency Press Releases?

 

Should small and medium size insurance agencies spend money on press releases? The inference here is that larger agencies are already investing in this important marketing activity - which is an accurate depiction. Do the large brokers know something smaller agencies usually do not? Press announcements, which today are often referred to as news releases, provide agencies with a lot of insurance agency marketing benefits. There are two kinds of distribution services, fee based releases and free releases. Small agencies with modest budgets plus some additional time can consider most of the free distribution services. Some of these include: - Brian Lock Highwood IL

PRLog

Newsvine

Newswire Today

Free Press Release

PR.com

i-Newswire

24-7

PR-Inside

There are dozens of free distribution services, a few of which also offer premium fee based release services. brokers and Agents which may allocate plan for more comprehensive distribution should look into fee based or subscription providers. Some the better known fee based services are:

PRWeb

PR Newswire

Marketwired

BusinessWire

Why must insurance agents use press announcements to enhance their insurance agency marketing initiatives?

Expand market presence - deliver a refined message to a broad potential audience.

Reach new markets - alert new target markets, especially verticals, of products and services.

Create name recognition - helps target prospects "know" your agency when contacting them or quoting.

Define expertise - alerts prospects of deep industry knowledge (group and compliance benefits, trucking insurance, risk retention groups, restaurant insurance, etc.).

Improve insurance agency seo - though search engine listings argue towards the contrary, search engine optimization specialists have proven that press releases positively influence insurance agency SEO (SERPs).

Attract media attention - Properly executed, insurance agency press releases could be distributed to tens of thousands of news subscribers and tens of thousands journalists and bloggers.

Increase web site traffic - press announcements engages readers and directs those to see your website.

Boost social media traffic - most press release services allow readers to share the release via social networking.

What should agents use in their releases? Here are some of the common components which ought to be a part of every release:

Headline - make it relevant, short and pithy.

Summary - a fast description from the release, with greater granularity than the headline, enough to whet the appetite of a perspective reader.

Dateline - usually includes the release date and originating town of issuer.

Introduction - first paragraph within a press release, that generally gives basic solutions to the questions of who, what, why, where and when.

Body - the material of the release including metrics, background, quotations and details etc.

About - most incorporate a brief "about" section, providing information regarding the organization issuing the production, website link as well as other information essential to the issuer.

Media contact details - name, telephone number, current email address, mailing address, or any other contact details for the release contact person.

Most services offer guidelines, release examples and FAQs to assist brokers and agents with press release basics. Finding worthy topics is probably easier than agents may believe. New insurance agency webinars or webinar programs, new lines of economic, new employees, new offices, new carrier relationships, innovative products and service announcements, new website resources, upcoming speaking engagements or trade event exhibitions, and content/video libraries are all topics which can be helped by a release. Agencies can either staff this work internally. Alternatively, outsource the initiative to a proficient insurance agency marketing and PR organization. - Brian Lock Highwood IL

Last updated 151 days ago by BrianLockAgency1