Over the last couple of years, digital marketing easily asserted itself as the most effective way of reaching out to new clients regardless of the business scale or industry in question. This includes even the sectors like insurance that are, otherwise, considered to be deeply rooted in human interactions and more proactive sales approaches.
But, we need to remember that the goal of digital marketing was never to substitute traditional sales techniques but rather to help marketers to work smarter and not hard to drive the desired results.
So, keeping that in mind, let us take a look at some of the most effective digital marketing strategies that will help your insurance agency be on the map and corner this lucrative and ever-relevant market.
Search Engine Optimization
In this day and age, the vast majority (approximately 93%) of online experiences start with a search engine. Furthermore, recent surveys indicate that the organic traffic that comes off as a result of these online queries generates over 40% of one company’s revenue. All these numbers get even greater significance keeping in mind that people usually come looking for insurance with little prior knowledge so you have an opportunity to play with a large number of long-tail keyword variations while still being able to offer quality content. This kind of visibility can’t be achieved by any other means of marketing.
Email campaigns
Even though it was often written off and declared dead, email has demonstrated tremendous staying power, both as a means of communication and as a very effective marketing channel as well. Of course, using this approach will require that you spend some time building your mailing lists, researching the market, and working on message customization. But as soon as you figure these things out, you will have a very powerful tool for sending notifications, reminders, and newsletters. If you pack some value packed into each of these messages you will make sure that neither of the messages you send goes unnoticed.
Blogging and content marketing
As we mentioned in the previous sections, the general population doesn’t know that much about the world of insurance so they usually spend some time researching before they make any concrete steps. Take for instance junk insurance or insurance items and clauses sold without the explicit agreement on behalf of the user. People who suspect they have been victims of this practice would like to know if are they eligible for compensation and if so how to refund junk insurance. Offering answers to questions like this will turn your company from a service provider to a valuable and authoritative source of knowledge.
PPC (Pay-per-click) advertising
Unlike SEO which takes some time to be implemented and generates excellent long-term results, regular PPC advertising campaigns are usually performed with a more limited scale in mind but provide tremendous results in the limited time frame they are pushed. What’s most important to remember is that these two approaches don’t have to work to the detriment of each other. While SEO campaigns do a great job of increasing your SERP visibility, PPC campaigns are an excellent way to quickly promote new services, promotions, and time-limited offers. As long as you use them appropriately, they will bear strong results.
Social media marketing
Ever since they first broke into the mainstream, social media platforms instantly became a critical part of our lives and our society in general. These days, social media sites are used for hanging out, having fun, learning, sharing content, and looking for important answers. Your insurance company can only benefit by joining this conversation and building up an online community. These efforts will be made easier if you devise an appealing content campaign that will hit people who are still not interested in your services and shake things up with frequent calls to action, challenges, and similar engagement techniques.
Effective web design
Last but not least, we would like to remind you that, while all the techniques we have covered above can be used with a tremendous level of efficiency, your company’s website makes the start and end point of all campaigns you are going to start so you really need to nail this asset down. So, while you are researching the available digital marketing channels make sure your website follows all the latest design principles and good practices, offers simple navigations, and presents important info in a streamlined manner. Offering the visitors some form of interactive experience in the form of an always-active chat box is a plus.
We hope these few examples gave you some general idea about how present-day digital marketing practices can be used to the benefit of your insurance company. Of course, each of these topics could be and should be explored in greater depth but we will leave that project to you. The most important thing to remember, however, is that even though the insurance sector is built around engagement on a more personal level, your company can greatly benefit from online outreach. The channels we listed above should definitely nudge you in the right direction.
