By Paul Peeples
FAIA Vice President and Chief Information Officer
I recently spoke with a member about Internet traffic to his web site and leads he is or is not getting from his advantage subscription
plan on Trustedchoice.com or other digital media resources they utilize. This
particular member measures traffic with some sophisticated tools, and uses
social media to drive traffic to his site in many different ways effectively.
This got me thinking about all of
the different ways your digital footprint can be influenced, and things you
should ponder when you are measuring what is or is not working effectively. I
will try to explain some scenarios that should help you understand a lot of the
aspects about digital media and how your suspects/prospects arrive at your
digital or bricks and mortar door. Notice I said digital, and not social media?
Social media is but one aspect of your digital footprint.
First, should you be on TrustedChoice.com’s
advantage subscription plan? Sure
you should (choose the business leads subscription if you do commercial
business), and I can give you a thousand reasons why, but this blog is going to
assume you are a subscriber of Trustedchoice.com even though your agency will
still be listed as a Trusted Choice Agent… just not at the top, and no expanded
What next. Well, there is no
magical light switch that drives traffic to your door. It takes a lot more
commitment than just signing up on TrustedChoice.com, but it’s a start. I would
highly suggest going to the site and experience it as a consumer. Now let’s see
why we are or are not getting leads.
First, even though the consumer
can enter information in a form from the site that will be instantly emailed to
your agency contact, they do not need enter any information to get to your
agency on TrustedChoice.com. So, how would you know if it came from there if
they simply pick up the phone and call you? TrustedChoice.com can’t tell you
that. All they know is that the consumer left the site. They could have also
done something that I am sure a lot of you do…"Jump The Turnstile."
in the world is that? Well, have you ever searched for something on the Internet,
and when you figured it out, you didn't let the Search engine funnel you to
that site? What did you do? You went directly to the site, and “Jumped The
Turnstile” No way to measure that! TrustedChoice.com is like a giant search engine for
independent agents, and once someone figures out who they want to contact, they
may go directly to your site or your competitor if her profile looks better.
So, you need to ask them how they got to you. Unless a friend or business
associate referred them, they have to have found you somehow right? Find out
how. This will help you understand what is working.
In today’s digital
world, most people start any search online. So if you notice an up tic in your
leads coming in or more traffic on your web site, it is more than likely from
something you are doing in the digital space. TrustedChoice.com is but one
aspect. Measure your site analytics and see where they are coming from, and
what they are looking at on your site. You may want to do a little further
research on your online presence by reading my blog about online presence and being found.
Next, go to Google
My Business and claim
your business, and you should also utilize Google+ Local
because it helps users discover and share places. Google's 5-point scoring
system gives them detailed insight into businesses before they visit it, and
Zagat summaries of user reviews help them decide where they want to go.
Google+ Local, users can:
- Get place recommendations based on your circles, your past
reviews, and your location
- Publish reviews and photos of your favorite places
- Read Zagat summaries of user reviews for a place
- View the local Google+ page for a business to see reviews,
photos, posts, and other useful information
- Find reviews from people you know and trust highlighted in your
I know this is a lot to digest,
but you are in the digital space like it or not. People could be talking about
your agency, and you may not even know it. I review businesses based on my
experiences as well as millions of other people, do you? So, make sure every
aspect of your agency is rendered correctly. That means making sure your
profiles are up-to-date, you have testimonials, reviews, pictures, videos, etc.
Rest assured, if you aren't doing it, your competition may be. I know of quite
a few progressive agencies that are taking advantage of this stuff, and getting
a lot of their new customers from their online digital presence. Don’t be left