One of the advantages of being a local broker over a national player is the fact he/she can dominate their local market. It will be very difficult, if not impossible, for a large insurance company to be listed in every town and city in the land whether online (such as Google Places) or offline (such as the Yellow Pages directory).
But while they can’t do it, you still need to. You need to actively look for ways to attract local business.
Here are a few ways to drive local traffic to your site or even get more people dropping by the office.
There are a number of deal sites online that offer cheap deals to those signed up with them locally. This could be something for a restaurant, beauty treatment and the like – you know most things you find on a high street. This is normally a discounted product or voucher they can redeem. This might be something you can look to offer or work with a company already has an offer in place.
This could be a free insurance audit, money off premiums, you get the idea. Here are a few sites you can look at. While all of them are nationals, they do have local offer directories.
Find some more specialist local sites
Google your county or town and daily deals so “Essex Daily Deals” – there will be local sites you can work with.
Most of the major search engines have an ever increasing number of local searches being carried out, either online or via a mobile device. You can see this if you search for a product and again add your town to the search term. Normally you will get some kind of map appear with listings. This is local search and you need to make sure you are on the maps of all these services.
In the days before the Internet, people used classified ads to promote and sell in a low cost way. Now while online this will not drive a huge amount of traffic, Classified Ads sites do show up from time to time in Google. So by simply adding an ad, you could be receiving traffic.
Carry out any search with your keyword plus location so “Car Insurance Medway” and you invariably bring up a directory site. Register and list your site here as well. So in this way, you will have more than one way of driving traffic from page one of local search. These will include national sites as well as local regional sites too. On top of that there could be industry specific sites that rank as well. And some may only have one other site listed in your keywords or categories.
Now most of these techniques are set and forget , so you just simply need set these up once. Take some time out to make sure you have as many of these bases covered, so you attract the most local business possible.
Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.