Insurance businesses and agents face various issues with their digital marketing strategy today. According to a study by Insurance Marketing and Communications, 70-75% of insurance marketers believe it is more challenging to reach consumers via digital channels than ever.
To begin with, the digital marketing industry has developed so quickly there are now hundreds of tools and techniques available. Many professionals in the space turn to advanced technologies such as AI and machine learning to get ahead of the competition.
Secondly, many Consumer Credit Insurance companies have yet to embrace social media or are just beginning to dip their toes in the digital marketing industry. While it may be intimidating at first, social media can be a great way for agents to establish themselves as an authority figure within the community. Digital marketing also allows them to stay in touch with their customers and remind them to stay protected.
Lastly, SEO is confusing for many small business owners because so many strategies can be used to rank in search results online. The number of platforms has also shifted in recent years, making it even harder for agents and companies in the space to know exactly where they should invest their time and resources.
Insurance companies and agents can overcome these obstacles by implementing smart strategies with the following digital tactics:
Create an Effective Digital Marketing Strategy for Insurance Companies
When it comes to implementing a good digital marketing strategy, there are several main factors that have to be considered. These include content production, distribution through various channels, promotion on social media, and SEO in order to expand rankings online.
Create a website that serves as a conversion hub:
The website is probably the most crucial part of insurance digital marketing. It needs to act as a hub to attract potential clients and channel them into using your services. The site should be simple enough for even new internet users to navigate and offer advanced features for more knowledgeable visitors.
Use content marketing to establish brand:
Content marketing is a great way for insurance companies to build their brand online. It also provides potential clients with the knowledge they need to make an informed purchasing decision. If you are not creating any content yet, begin by producing five blog posts per week to establish your presence within your industry. From there, grow that number to 20+ per month.
Invest in SEO to Attract Serious Clients:
SEO has changed significantly over the past several years. The organic reach of websites on search engines is constantly decreasing. This means that in order to stay relevant, brands have to invest in SEO in order for any chance of showing up on the top results page. If you are just starting out with SEO, investing in a PPC campaign can help you see results quickly.
Take Advantage of Promotional Channels:
Social media is an amazing promotional channel for insurance companies and agents, but it can be time-consuming. One way to take advantage of social media without spending too much time on it is by using a scheduling tool like Sprout Social, Hootsuite, or Buffer. These tools provide insurance companies with the ability to post messages on various channels whenever it is convenient.
Create targeted lead generation campaigns:
Social media and digital marketing are not only great for brand exposure but also for building your contact list. Start by creating simple contests or questionnaires that encourage consumers to share their information in exchange for something. From there, you can begin to grow your database by sending them targeted emails or advertisements.
Start a blog to help with SEO efforts:
Blogging is a great way to attract attention from search engines. It can also be effective at establishing thought leadership within your industry when done correctly. The more informative and well-researched your content, the higher you will rank on Google’s first page. Insurance companies should also consider using infographics or videos to help them stand out from the crowd.
Use social media to further expand your reach:
Social media is a great way for insurance companies and agents to get their name out there, increase brand awareness and attract new customers. Even if you do not have a huge budget, it is possible for small businesses to effectively market on various platforms like Facebook, Twitter, Instagram, and Pinterest.
The Key Is Transparency:
A common mistake that insurance companies often make is to over-promise and under-deliver. It’s important to create goals that are realistic and provide customers with a strong incentive to spread the word about your brand. If you continue to show appreciation for your clients by providing even more than they expected, they will keep coming back time and time again.
Paid Advertising for Even Greater Exposure:
Paid ads on social media sites allow insurance companies to target highly specific audiences, which can be effective at increasing brand exposure. They can also help with lead generation by encouraging readers to fill out a form or click through to a website. Use Google Adwords and Bing Ads in order to find new prospects that have been searching for your services.
Utilize chatbots to provide better customer service:
Chatbots can be used to handle customer service questions on popular platforms like Facebook. This will help both customers and insurance companies by giving everyone faster responses, making it easier to solve problems before they escalate into more severe issues. Insurance agencies that offer homeowners, renters, or motor vehicle insurance tend to benefit the most from this strategy.
As you can see, there are several benefits to creating a digital marketing strategy for your insurance company. Establishing an online presence and promoting your brand is not as difficult as many people think; however, it requires a lot of time and patience initially. Once you begin to show steady growth, insurance companies will see the benefits, and your efforts will pay off in the long run.