February 18, 2021 - Online local directory listings are essentially an advanced, tech-age version of the Yellow Pages. These websites help people find business information, compare companies, and browse reviews so they can get the goods or services they need. If you’ve searched for a local business using a query like “Thai food near me” or “plumbing services in Bend, OR”, then you’ve likely come across local business directory listings.
As a local business, it’s important you make directory listing optimization a part of your insurance marketing strategy. By doing so, you’ll be better able to boost your local ranking, attract new leads, and secure more policyholders. Let’s go over 5 ways you can optimize your directory listings.
1. Claim your business profile.
First things first. Before you can optimize your directory listings, they need to exist in the first place! Start by identifying which platforms your customers are using to find agencies like yours. In our experience in digital marketing for insurance agents, Google Business Profile is an indispensable asset, so this is a great place to begin!
It’s also important to note that some directory listing sites will allow people to create profiles for businesses they don’t own or work for. If you don’t claim your business online, someone else might.
2. Complete each section.
This tip may seem like an obvious one, but you’d be surprised how many businesses fail to thoroughly fill out their information. The goal is to convince a potential customer to take meaningful action, such as calling your agency to schedule an appointment, so you want to make sure they have all the information they need to do so. Here are the sections you’ll need to complete:
- Name
- Address
- Phone
- Website
- Hours
- Category and Attributes
- Products and Services
- From the Business
- Questions and Answers
- Posts
- Reviews
3. Answer questions.
Google Business Profile and many other local directory listing sites enable both the business and customers to post questions. Get ahead of the curve by posting frequently asked questions along with their answers to your profile. Here are a few questions you may consider:
- What kind of insurance does your agency offer?
- Which counties do you serve?
- Do you offer business insurance?
- How do I know I’m getting a good rate?
4. Collect and respond to reviews.
Customer reviews have the power to boost your business’s credibility, increase visibility, and drive sales. Ratings and reviews serve as social proof your agency offers top-notch policies and customer service. Reviews carry a lot of weight with consumers, most of whom will browse these testimonials before making a purchase. According to data collected by Soci, positive reviews are the #1 influence on consumer buying behavior.
Most customers will leave reviews organically, but it doesn’t hurt to link your local directory listings in emails or on your website. You may also want to post signage at your office mentioning where customers can leave you reviews.
5. Add photos.
Adding photos to your online directory listings can help create a sense of familiarity and trust before your new customer has even spoken with your team. Add photos of yourself and your team working around the office or enjoying team bonding. It’s also helpful to add photos of your location so customers can easily find you in a business park or shopping center.
Part of a Bigger Insurance Marketing Strategy
Optimizing your local directory listings is just one way to improve your web presence and attract new customers to your agency. For more ways to market your business, keep up with the Melon Local blog.