You may be missing out on an easy and free way to attract more clients. A Google Business Profile is a powerful tool for insurance agents, and if you’re not making full use of it, you could be losing business as a result.
What Is the Google Business Profile for Insurance Agents?
Google Business Profile, a free business tool, lets you take control of your presence on Google Search and Google Maps.
Have you ever noticed how some businesses show up on Google Maps and others don’t? Or how Google always has up-to-date hours and contact information for some businesses but not for others? That’s because of the Google Business Profile.
Businesses that appear on Google Maps and Google Search have taken the simple steps to claim their profiles and verify their information. As a result of these easy actions, when people search for local businesses, their information pops up.
Think of someone who has just moved to your area and needs help with insurance. They don’t know any of the agencies in town, and they don’t have any local friends to ask for references, so they ask Google for local insurance agencies. At the top of the results, there’s a map showing local agencies, with details such as hours and contact information. If you’ve claimed your profile, your agency will appear on the list, and you could get new clients with no work on your part.
Google Business Profile offers a powerful lead generator for any organization that depends on local business, including insurance agencies.
How to Claim Your Google Business Profile
To get started, you need to go to https://business.google.com/create/new and type in the name of your business.
If your business appears in the drop-down menu, you can click on it. Then just follow the prompts to claim the business and verify your ownership.
If your business does not appear in the drop-down menu, click on the option to “create a business with this name.” From there, simply follow the prompts to provide information about your business category, location, contact information and other details. You’ll need to verify your information via phone, email or video call.
It doesn’t take long to set everything up, but after that, you’ll need to wait a week or two for verification. Once that’s done, your Google Business Profile will appear on Google products, including Google Maps. When people search for local insurance agencies in your area, they’ll see your agency with all the correct information.
Important Note for Agents Who Work from Home
Google Business is designed to highlight local organizations, so the business address you provide is an essential element of your listing. This creates a dilemma for agents who work from home and do not want to share their home address.
To get around this issue, set up your profile as a “Service-Area Business.” With that option, your address is hidden from the public. You will be able to choose up to 20 service regions, so you can still appear in local search results and Google Maps.
Encourage Reviews
Reviews are one of the most important elements of your Google Business profile because businesses with the most positive reviews tend to rank higher in Google Business search results. Invite your established clients to review you on Google by sending them a link or QR code. Positive reviews will show prospective clients that you are an established and trustworthy agent.
If you receive a negative or random review, remember to stay courteous and professional. You can also dispute reviews if they violate Google’s policies, for example, fake reviews or ones that contain inappropriate content or harass you. See Google Business Profile Help for more information on how to report inappropriate reviews.
Update Your Profile Regularly
Don’t set it and forget it. Just like your website, your Google Business Profile will perform better if you keep it active and updated. If you change locations, alter your business hours, add a new product or service, or update your contact information, you should update your Google Business Profile as soon as possible. Additionally, strive to make a couple of small changes every few months:
- Service details. Make sure you’ve fully completed information about your services, using the keyword phrases that prospects may use to search online.
- Images. In addition to uploading your logo and professional headshot, feel free to add some candid photos of you and your team at industry events.
- Short posts. Similar to social media platforms, you can publish short posts on your profile. This is a great way to promote upcoming events or enrollment periods. You can also share industry or business news – particularly if you are appointed with a new career or start offering a new product.
- Reviews. Manage and update reviews regularly. Schedule time each quarter to invite customers to share reviews.
Compliance Note: All communications must comply with CMS Medicare Communications and Marketing Guidelines and carrier requirements.
If you haven’t claimed your Google Business Profile, it’s an easy, free way to generate more leads. If you need help or have questions, contact us.