Small and medium-sized insurance agencies should invest in press releases. This implies that large agencies already invest in this important marketing activity, which is a fair conclusion. Are large brokers aware of something that smaller agencies don’t? Today, news releases are also known as press releases. They offer many benefits to agencies in the marketing of insurance. There are two types: fee-based and free distribution. Many of these distribution services are available for free to small agencies that have limited budgets or extra time. These include:
- PRLog
- Newsvine
- Newswire Today
- Press Release Free
- PR.com
- i-Newswire
- 24-7
- PR-Inside
Many distribution services are free, while others charge a premium fee. Agents and brokers who have the budget to distribute more should look into subscription or fee-based providers. These are some of the most well-known fee-based services:
- PRWeb
- PR Newswire
- Marketwired
- BusinessWire
Why should agents use press releases for their insurance agency marketing?
- Increase market presence – communicate a clear message to a wide target market.
- Reach new markets – Alert new target markets, particularly verticals, for products and services.
- Name recognition helps prospects to “know” your agency and allows them to contact you or quote.
- Define expertise – Alerts prospects to deep industry knowledge (compliance, group benefits, trucking, risk retention groups and restaurant insurance). ).
- Optimize insurance agency search engine optimization. Although search engines may argue the opposite, search engine optimization experts have shown that press releases positively impact insurance agency SEO (SERPs).
- Attract media attention- Correctly executed press releases from insurance agencies can be distributed to hundreds or thousands of journalists and bloggers, as well as news subscribers.
- Increase website traffic by publishing press releases. This engages readers and directs them towards your site.
- Boost social media traffic: Most press release services permit readers to share the release via Twitter and Facebook.
What components should agents include in releases? These are the most important components to include in any release.
- Headline: Keep it concise, relevant, and short.
- Summary – A brief description of the release with more detail than the headline. Enough to satisfy the appetite of an interested reader.
- Dateline – Usually includes release date and origin city of issuer.
- Introduction – The first paragraph of a press release that answers the basic questions about who, what and when.
- Body – The content of the release, including background, details and metrics.
- About – Most releases include an “about” section that provides information about the organization issuing it, as well as a link to its website.
- Contact information for media – Name, phone number and email address.
Many services provide guidelines, examples of press releases and FAQs to assist brokers and agents with their press release needs. Agents might find it easier to choose suitable topics than they think. A release can help with topics such as new webinars for insurance agencies, new lines, new employees and new relationships with carriers, innovative products and services, new websites resources, tradeshow exhibitions and speaking engagements, as well as new webinar programs and webinar programs. This work can be done by agencies either internally or externally.