Public adjusters are an important advocate for the insured, working with policyholders to help them effectively settle an insurance claim. However, most public adjusters simply do not know how to effectively market themselves. It’s rare to see comprehensive public adjuster internet marketing that incorporates SEO, SEM and PPC. In fact, public adjuster marketing is so uncommon that the “Average Joe” is pretty much unaware of what a public adjuster actually is or does. Fortunately, this gives you an edge. Public adjusters can effectively market themselves on the internet so long as they know how to. This article provides tips on how a public adjuster can get started in growing their online visibility.
Choose an SEO-Friendly Domain and Platform when Building a Website
The first step in public adjuster marketing involves a platform on which they can do so effectively. As such, public adjusters need to acquire their own domain and then build a proper website. There are a variety of online domain sellers who offers a range of domains for cheap such as godaddy.com or even wordpress.com.
Quick Tip: When choosing a domain, select a name that is simple and short enough to remember and type out, as well as easy to recommend. You may also want to choose something descriptive and relevant to your field, which may give you a little extra traction in search engine rankings.
When selecting a platform to utilize for the creation of your website, you always want to go with something that has a good reputation for being SEO friendly. Gaining high visibility in search engines is crucial in public adjuster internet marketing. We also strongly encourage going with a platform that offers a quality CMS (content management system). WordPress is one such platform that has become a very common choice for websites, because it offers a robust CMS, a relatively easy-to-use backend, and you can very easily install plugins that will add comprehensive SEO functionality.
On the other side of the coin, the platform Wix has developed a very poor reputation for being very “unfriendly” for search engines. Although it is apparently fast and easy to use, we wouldn’t want to see you waste time, money and effort in creating a website that will struggle to gain visibility in Google.
Quick Tip: If your website is created with WordPress, then we strongly recommend installing the Yoast SEO plugin. This plugin allows you to very quickly and easily manage all of the meta data for all of your pages and posts, and it also offers a handy on-page grader that lets you know how well you’re doing at optimizing your website.
Blogging should be a core component in any public adjuster marketing strategy. A blog is a great way for public adjusters to engage potential clients and become increasingly visible with new content.
When creating blog posts, try to write about topics your readers/clients will find relevant and useful. This includes how to select a public adjuster, tips for how to go about handling property damage, legalities a policyholder should know about, insurance tactics, selecting the right insurance policy, etc. If it is relevant to your services and your customers, it will help you gain visibility. You should also consider branching out and contributing guest posts to other blogs within your field. You can write for insurance blogs, homeowners advocacy blogs, city community blogs, etc. As a public adjuster, you have quite a lot of options. In doing this, the more you spread awareness of your name and expertise, the more you will gain authority online and engage your customers better than ever before.
Quick Tip: In order to get your blog posts found easily in search engines, when creating a new blog post, search for relevant terms in Google’s Keyword Planner. Find keywords that have a nice mix of search volume and low or moderate competition. You can then insert these keywords into your blog post by following the steps outline in the On-Page Optimization section of this guide and (if you’re using WordPress) the Yoast plugin’s on-page grader.
Utilize Google AdWords
Google AdWords is a powerful online marketing platform that gives public adjusters the tools and space needed to effectively market their services online. Public adjusters can use Google AdWords to identify useful keywords, generate and market online ads, manage entire marketing campaigns and analyze their performance.
Using Google AdWords is as simple as creating a free Google account (i.e. Gmail.com). Once an account is created, you can sign in here, and you will then be guided by an onscreen process that will help you get started. Once here, a public adjuster can learn about what their customers are searching for, how to target them, customer locations and even manage their bids for ads. The ads created in AdWords will be positioned at the very top of Google search results when users enter relevant queries that you’re targeting. It’s sort of like faking an SEO campaign, but keep in mind that PPC (pay-per-click) campaigns can become expensive, so it’s important to do as much online research as possible before you launch a full-scale campaign.
Quick Tip: Check out this guide to help you make the most of Google AdWords.
Public adjuster marketing can be a rather straightforward task. With the simple guide above, any public adjuster will be able to market themselves on the internet and get a strong ROI. Combined with the right search engine optimization, you will become visible to your customers. If you have any further questions about public adjuster internet marketing, please feel free to write us a comment or contact us.
Bonus Public Adjuster Marketing Tips:
1. Be sure to list the cities that you serve on your website. You may also consider creating unique landing pages for these cities that are optimized for keywords while also containing useful information that is specifically relevant to each given city. Gaining high visibility for numerous cities is a constant challenge in public adjuster internet marketing.
2. This January 2010 OPPAGA report that determined Floridians to have received significantly more money for claims when hiring a public adjuster makes for excellent marketing material. Don’t hesitate to share this information on your social media pages and/or blog about it.
3. Check out HARO. This is a network that connects industry specialists with journalists. You can submit pitches to journalists, who will in turn quote you in their articles as an expert in your field. This is a great way to get attention and links back to your website from authoritative news sites (which can be great for SEO).