As the name suggests, review management entails promoting the positive reviews your business receives and responding tactfully to negative ones. For your agency, it’s all about being part of the online conversation customers are having about your business—and making sure you can leverage that conversation to boost your digital reputation.
When your agency is more easily found in online search results for local insurance agents, you’ll be well on your way to engaging with more customers and bringing in more business. Ideally, customers who interact with you will be willing to complete an online review of your business—and that’s where review management comes in.
Consumers read reviews when looking for an agency to contact for a quote. Reviews also factor into Google’s search result rankings. In this play sheet, you’ll learn how to get started with managing your reviews so you can put them to work for your agency.
What it is:
Online review management is the process of soliciting, monitoring, and acting upon customer reviews of your agency. These reviews might be generated across multiple sites, including Google. The goal of online review management is to enhance and protect your agency’s reputation. It can also be a powerful, proactive marketing activity.
Why it's important:
Managing customer reviews is critical, especially if you market your agency online. Consumers read reviews when deciding where to spend their money. Google uses reviews when considering how to rank a business in its search results.
According to marketing firm BrightLocal, 86% of consumers read reviews for local businesses. Another 68% say positive reviews make them more likely to choose a particular local business. But most insurance agencies only have a few reviews.
How to do it:
Respond to online reviews—Say thank you to positive reviewers for sharing their feedback. Respond as quickly as possible to the negatives. Be empathetic and open to legitimate feedback. When possible, refer the reviewer to your customer service specialists, who may be better equipped to address complaints and solve problems. Google has instructions on how to be notified when someone posts on your business profile.
Ask for reviews—Many agencies do a great job of delighting customers, yet few have a lot of reviews. The way to get more reviews is to ask for them! This can happen verbally at the point of sale. Better yet, include the request in a post-sale/service follow up email or text message. Link customers directly to your Google My Business profile. Google has instructions on how to create a review link.
Use reviews as a marketing tool—Incorporate positive reviews into your hardcopy and electronic sales materials, including your website. These reviews help build trust and validate your agency’s key marketing messages.
Should you handle review management on your own, or hire an expert vendor to do it for you? Learn the pros and cons of each approach so you can decide which is best for your agency.
|DIY||Hire a Vendor|
Recently, our digital marketing partner, DAC presented a webinar focused on how you can do a few simple things today to make local search drive more leads to your agency and how ListAgent can help your agency be found when consumers are searching.
This informative webinar will cover:
How local search can drive leads for insurance agencies
The importance of Google My Business
How to have better visibility on Google Maps
How to increase calls to your agency
ListAgent reports help manage your Google My Business account
Which GMB features agencies should be utilizing
How the ListAgent Program can help your agency keep on top of all of the above to ensure you’re maximizing your online presence
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