A while back we ran a series on making good use of social media for your insurance brokerage. Today we’d like to take a look at another way of improving your online presence – press releases. Our sister blog recently asked the question; “Why aren’t there more positive stories about the insurance industry?” that’s because we think there’s a huge amount of missed opportunity in this area.

Approaching Press Releases

In order to get press coverage – you need to write a press release. These releases can then be sent to companies that distribute them widely to different media in order for them to use your material.

The trouble with this is that most companies waste their opportunity and investment when it comes to writing a press release. The reason for this is that they focus on marketing. Marketing in itself is not newsworthy. A discount on a product is not front page material, in fact it’s rarely even something that will receive a nod anywhere on someone else’s website and it will almost never appear in print.

Press Releases are for News

News is something exciting. It’s also something current. If you’ve just hired a new CEO – that’s news. If you’ve developed a product that solves a specific market need – that’s news too. If you’ve got a story of how your brokerage has gone the extra mile to help a customer – that can be news as well.

It’s not that press releases aren’t for marketing. They are but the marketing aspect is different. Press releases are a chance to position your company as newsworthy and thus establish additional credibility with your clients. The good thing about online releases is that if other websites run them – they also create backlinks to your website which increases your Google rankings.

We’ll be covering how to write press releases on the SchemeServe blog in the next few weeks if you need help with this but the key point is to remember you need to have something interesting to say before you compile a release.

Distributing Press Releases

Some insurance brokerages may have their own PR teams. If you do then they probably have a list of contacts to distribute releases too. Many others don’t and it can be a real struggle for a small marketing team to develop their own list as it takes time (and money) to develop a list. However, you don’t need to develop a list if you take advantage of a distribution service.

There are a lot of free online press distribution services one of the best known is the one provided through Ezine Articles a company that focuses on article marketing for websites. There are also cheap distribution services like SBWire that allow you to send out dozens of releases a month for a small fee. However, we don’t recommend these services. Why not? Mainly because they’re used by every low-rent internet marketer – high quality media doesn’t take them seriously. These services release thousands (or even tens of thousands) of press releases a day – no-one has the time to go through them all. So they don’t.

PRWeb on the other hand is a much better service. Releases aren’t cheap but they are much more effective if you’ve got a genuinely newsworthy item to share. They offer a targeted database of press leads to mail out to and they even offer industry specific titles to share your PR with. It’s this kind of reach that you’re paying for and a well-crafted press release distributed on PRWeb can bring real dividends to your insurance brokerage. In essence they enable you to position yourselves as genuine experts in the field with a level of thought leadership. Potential clients are likely to see these releases in quality media and associate your offering with that level of quality.

Insurance brokerages looking to improve their profile with clients and get a better ROI on their marketing spend should check out PRWeb and see how they can improve their marketing reach. You could be the first out of the gate and first past the post given the low levels of competition in this area at the moment.

Insurance Brokers First Out of the Gate

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8 Apps That Broking Staff Will Love

by Edward Halsey on May 7, 2013

The broking game is definitely less fun than it used to be eh?

Lower premium leads to more customers, more customers leads to less time and less time leads to you running around like a headless chicken. I’d imagine you’re spending no time with your friends and family and probably working yourself into an early grave where you will forever be haunted by the image of insurance software burnt into your retina. Well Riskheads are here to try and ease at least some of the pressure with the top 8 apps, not just for business people, but that serve specific purpose for brokers. Better yet, they can buy you those precious moments to maybe go crazy and take a short lunch break!

1. GENIUS SCAN Free

Ever been out on the road being chased mercilessly by an insurer for a proposal form? Save yourself an unnecessary headache and download Genius Scan to scan the document into your mobile device and forward it straight onto your underwriter.  Not only does it have smart page detection, but it will also correct perspective and post-process the image automatically once scanned – for the less geeky this means it’ll make it look prettier.

2. LINKEDIN Free

As with everything, insurance is a people business and the best customers tend to come from networking and recommendations. LinkedIn has increasingly become the tool for networking with fellow business professionals and now has over 225 million users worldwide, including 77m in the US and 11m in the UK. Functionality continues to improve and you can now use it as a tool for anything from staff recruitment to client prospecting.  Just make sure you take time to understand the privacy settings and aren’t sharing your entire client list with competing brokers!

 3. DRAGON DICTATION Free

Nobody likes typing up their meeting notes after visiting a client, so dictate them into your phone with Dragon Dictation when you get back to the office and let your no doubt excessively expensive handset put it’s dual core processors to good use. Said to be up to five times faster than typing, this free tool can aid busy account executives in ridding themselves of mundane administrative tasks so they can get on with the proper jobs that actually make a difference to their end of year results and target such as ‘networking’ at the local drinking establishment.

4. EXPENSIFY Free

If like me, your wallet or purse becomes an increasingly bulkier mess of receipts as the month goes on, you can sign up to Expensify for free and scan you receipts into your phone, format them in a report and send them straight on to your boss all in a few button presses. This nifty tool will also allow you to capture mileage and even has a multi-lingual ‘smart scan’ for receipts that enables you to avoid the monthly trauma of submitting expenses the old fashioned way and can even be completed on the move. Just got back from a client meeting? Pop the mileage in your phone there and then and don’t worry about rushing it at the end of the month. The fabled ‘paperless office’ is getting closer by the day and even their tagline points to “Expense reports that don’t suck”.

5. GOTOMEETING £29p/m

Coffee breath… M25 traffic… stuffy meeting rooms… eliminate all of these problems by using GoToMeeting to conduct online conference calls instead.  You can save hours commuting to visit clients across the country to buy yourself more time to instead focus on the things that are important to them. Accessible via your smart phone you can share webcams, documents and your even computer screen with the meeting participants meaning that Death by Powerpoint ™ can now even be achieved from the other side of the world. Just hope they don’t integrate smell-o-vision anytime soon.

6. BUSINESS CARD READER PRO £4.99

Don’t be the plonker carrying around a massive leather bound file-o-fax full of all your contact’s business cards; it’s not the 80’s and you’re definitely not Del Boy. Instead, scan them with your Smart Phone with this handy piece of software that automatically recognises the details on the card and files them in your contacts accordingly. Perhaps the icing on the cake is the out-of-the box integration with Linkedin, Salesforce and Evernote. It’s so good that it was even featured in the iPhone TV adverts.

 7. QUICKOFFICE PRO HD £13.99

One of the biggest problems with Apple products is that they’re not exactly best buddies with Microsoft. That means that despite the majority of the broking world dealing in Word, Powerpoint and Excel, iPhone/iPad users are unable to open these files, losing valuable time having to wait to get back to a PC. Well struggle no more; Quickoffice Pro HD is the answer to your prayers and allows full editing of all Microsoft Office documents, spreadsheets and presentations and also allows you to save to PDF, print via AirPrint or access files in the Cloud. In short, problem solved.

8. BOX Free

Steve Jobs once said that “You may not store much before too long” and he was absolutely right, with more and more files being shared over the internet than ever. Even computer games saves and music is being stored in the Cloud these days so why should your work be any different? Box.net supplies such a platform with simple, secure file sharing from anywhere and market leading online security and encryption keeping your data safe. Skydrive alone currently holds 10 petabytes (around 10.5 million gigabytes) online across 17 million customers, so the Cloud revolution is definitely underway. Plus, why waste your hard disk on broking notes when it can be used for humorous videos of cat’s sneezing and the like?!

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Jawbone Up – The Future of Health Insurance?

by nickkMay 6, 2013

If you’re wondering what the jawbone and health insurance have in common the answer is probably nothing. If on the other hand you know that Jawbone is a brand and not a piece of your head the answer is “quite a lot”. A little while back we ran a piece on technologies that might be [...]

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Cyber-Liability Insurance – A Window of Opportunity for Insurance Brokers

by nickkApril 22, 2013

Here at Riskheads we’re big advocates of technology for driving opportunities for insurance brokers. In fact in many cases technology is a huge potential boon for insurers of all kinds. However, there’s also a good case to be made for insuring against the risks of that technology too. The Potential Risks for Cyber-Liability Data is [...]

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Not Enough Technology Innovation in the UK Insurance Sector

by nickkApril 8, 2013

Insurers and insurance brokers in the UK are missing out on a range of opportunities to stream line their business models and develop better data for risk management. It’s quite a surprise to realise that British insurers are lagging behind most other industries when it comes to taking advantage of new technologies. Social Media Data [...]

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EU rules that quoting insurance based on postcode will be illegal from June

by Adam BishopApril 1, 2013

In another shock anti-discrimination move the EU rule that from 11th June 2013 it will no longer be legal to discriminate based on postal area / postcode. The move was inspired by a recent executive lunch in Brussels in which one diner observed that insurers are using postcode to rate some premiums cheaper for specific [...]

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Understanding Claims-Made Liability Insurance

by nickkMarch 25, 2013

At first glance liability insurance seems simple enough. You take out a policy and in the event that a claim is made against you then you call the insurer and have them resolve the issue. However, first glances can be misleading. Consider this scenario; your business is plumbing. You’re asked to deliver a contract for [...]

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Customer Experience Identified as Critical for Insurance Brokers

by nickkMarch 4, 2013

In any other industry the idea, that two thirds of a company’s clients were only a drop of a hat away from signing up with a competitor, would be shocking. In insurance it seems to be a standard according to Cap Gemini’s World Insurance Report for 2013. They carried out over 16,000 individual customer surveys [...]

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What do Insurance Brokers need to focus on to get the best value from their IT spend?

by nickkFebruary 18, 2013

Insurance brokers invest a lot of time and money in their IT infrastructure. However, despite the last decade seeing an enormous amount of effort devoted to managing portfolios, ensuring that legal and regulatory requirements are met through automation and a sincere focus on getting better information from reports; there’s still a lot of work to [...]

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Making Social Media work for your Insurance Brokerage – Part Seven

by nickkFebruary 4, 2013

Managing social media for your insurance brokerage can be enormously time consuming. The problem is that in order for a social platform to feel “social” you need to generate regular content and ensure that it drip feeds at the right level to your audience. This is compounded by the problem of most social media platforms [...]

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