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1、BuildyouragencybrandwithagreatwebsitefromtheTrustedChoicenationalwebsiteathttp://www.iiaba.net/trustedchoice/stateassociation/brand.aspxAskmanyagentstodiscusstheironlinemarketingstrategyandoftenyou’llhearoneoftworesponses:1.“WehaveareallyniceWebsite,”
2、or2.“Wedon’tbelieveinsellingontheInternet.”First,justhavingareallyniceWebsiteisaboutasusefulashavingareallyprettytelephone.Ifnooneusesit,itdoesn’treallymatterhowgooditlooks.Second,aWebstrategydoesn’thavetoincludeonlinesales,butallagenciesshouldbelooki
3、ngathowtousetheWebformarketingandcustomerservice.Why?BecauseconsumersincreasinglylooktotheInternetwhenresearchingapurchase—whetherit’sastereo,acarorinsurance—eveniftheyultimatelywanttobuyfromaliveperson.So,howyouragencyisperceivedincyberspace—andconsu
4、mers’abilitytofindyouontheWeb—haveadirectimpactonyourbusinessandyourbrand.HerearesomeideasforhowtoexpandyourNet-thinkingandtherebyenhanceyouragency’sbrandvalue.Step1:EnhanceYourAgencyWebSiteWhilemostofyoualreadyhaveaWebsite,itmaybetimetoauditandenhanc
5、eit.Ideally,asiteshouldreflectyourbrandqualities,positionyouragencypositivelyforprospectiveclients,andprovideinformationandservicesforexistingcustomers.Specifically,youshoulddetermineifyouragencymeetsthefollowingcriteria:Easynavigationandloading.Itsho
6、uldbesimpletofindinformationonyoursite,andnotrequiremultipleclickstogetanywhere.Pagesshouldloadquickly,sokeepgraphicssmallandtoaminimum.Visuallinktobrandidentity.Yoursiteshouldresembleyourothermarketingmaterialsincolors,fontsandstyle.Avoidlookingbusyo
7、rusingcheesyclipart.Keepitclassy,evenifyouerronthesideofsimple.Yourbrandpromiseandpersonality.Agoodsitetellstheshopperwhytheyshouldselectyouastheirinsuranceprovider.Thisisyouropportunitytoshine,soquicklybragaboutyourexpertise,theprofessionalismofyours
8、taff,theservicesyouprovide,thequalityofyourcompanypartners.TheArgusAgencyinYakima,Wash.,evenpostsexcerptsfrom“fanmail”onitssite.Contactoptions.Don’tlimitcontacttoagenerale-mail;includephone,faxandphysicaladdresssoprospectscanchoosethemannerinw
