As has been a theme here the past couple of weeks, 2014 is the perfect time to focus your agency on local inbound marketing efforts. We’ve discussed how to get your website focused on local, checking your local listings for accuracy, and now, to conclude our list, branding your agency.

Branding Your Agency

Branding your agency is a much broader activity that goes beyond just your website. Of course, you want to make sure your website design and content adequately represents your agency’s identity, but you also need to be branding outside of that. Activities like social media, press releases, and local marketing will also help to brand your agency. From a local perspective, your agency should always be working on building a community presence. It’s important to engage with local businesses and those in your community on social media. Make sure the agency likes other businesses and interacts with those who comment on your posts, post on your pages, mention you, re-tweet you, +1 you, etc. Interact with individuals and show them that your agents are real people that care enough to answer their questions and engage them in conversation.

You can also brand your agency by getting reviews on your local listings. Google Plus Local and Yahoo Local both provide avenues for your customers to leave reviews of your agency. Encourage your customers to review your service on these listings after you provide them with a new policy, help them handle a claim, etc.

Local branding doesn’t just stop at your social media and online marketing efforts. A few local ways you can brand your agency offline (and help the community) are:

• Sponsoring a local sports team
• Getting involved in a local charity event
• Running a contest with a local business partner

Establishing your agency as a pillar within the community can help create and/or maintain your brand recognition locally. Having customers and prospects recognize your brand and find you through search for your agency name is just as important as having them find you for the products and services you provide.

What Are You Waiting For? Get Local!

Local search is a big opportunity for independent insurance agencies. It’s important to establish your agency within the local community and get that edge over the competition. Remember, make sure you are accurately represented on your website and local listings, you’re actively getting reviews, and that your agency is participating!