Agents’ Marketing Guide Available

The Professional Insurance Association released its 2011 edition of the Agency Marketing Guide, the association reports. The guide provides information on how agents can market their services using the Internet, as well as guidance for agents who want their agencies to be better positioned on search engines such as Google.

The Agency Marketing Guide includes information on how agents can more effectively use mobile devices, cultivate leads and build their brand by providing policyholders and prospects with useful content. There are more than 20 articles in the guide designed to provide marketing advice from insurance industry experts and other gurus.

The guide is also available online. This year’s digital edition includes an interactive table of contents and the ability to flip from page to page among other features.

“The Internet has greatly changed how Americans look for information,” said PIA National president Fred Thomas. “Although insurance buyers overwhelmingly prefer to purchase their insurance through a local insurance agent, they increasingly find that agent through the Internet. That may be through a personal Internet tool, such as one of the many social media outlets where agents can build a brand and insureds can refer trusted agents to their friends. It may also be through Internet tools that are driven much more by metrics and keywords, such as search engine marketing. Regardless, as a national agents association, PIA is committed to providing our members with the tools to succeed in an ever-changing marketplace.”

According to the PIA, the inaugural PIA National Agency Marketing Guide, published in 2010, focused primarily on social media. Earlier this year, the 2010 PIA National Agency Marketing Guide was awarded the APEX 2011 Award of Excellence. APEX 2011, the 23rd Annual Awards for Publication Excellence, is an international competition that recognizes outstanding publications from newsletters and magazines to annual reports, brochures and websites.

“Today’s insurance marketplace requires that agents remain nimble,” said Alexi Papandon, assistant vice president of communications for PIA National. “They must be willing to embrace change on an ongoing basis. Those that do will be able to provide the conveniences and accessibility that the internet makes possible, while providing the personal attention and expertise one can only get through a local, professional insurance agent. These agents will be greatly empowered and will experience great success going forward.”

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