Businesses around the world have been facing unforeseen challenges brought by the coronavirus pandemic. Having faced the uncertainty and the inability to do in-person business, most business owners chose to continue their transactions online. What used to be face-to-face industries have now moved into the digital landscape. As a result, marketing ideas that worked two or five years ago will probably not work anymore in this new and still developing setup.
Insurance marketing is no exception. Even before the pandemic, the insurance industry is very competitive. And in the world of cutthroat competition, handing flyers, brochures, or newspaper advertisements will not make ends meet. How much more if you have hundreds or even thousands of competitors crowding the digital market? Thus, among the most important lessons that business owners, especially insurance agencies, learned from the pandemic is the need for a robust online presence.
The skyrocketing interest in digital marketing made the online scene a tough battle for insurance businesses. Therefore, what you need at the moment is to stand out among your competitors. Digital marketing activities should be front and center of your priorities and considerations. Innovative marketing ideas are your best chances at driving considerable business growth and attracting potential policyholders despite not being able to meet clients in person.
In this blog, we have compiled insurance marketing activities that will help you stand out enough from your competitors. Incorporate one or two into your business so you can have a better online presence.
Digital Marketing Activities for Insurance Businesses
Digital marketing forms the very foundation of online businesses. Without online marketing, it’s almost impossible to attract potential customers. As such, there are numerous options available for insurance agencies like yours who are looking to increase their digital footprint. The strategies that we will be discussing are among the few that are sure to ramp up your leads and business growth.
Social Media Marketing
Investing in Local SEO
Online Client Reviews
Creating or Writing Blogs
Insurance marketing is a vital task for insurance businesses as they will need to extensively interact with clients to provide them a fair understanding of the policies they offer. Thus, using the marketing ideas we have listed might just give them the edge to make their business a success in the digital landscape.
Social Media Marketing
A report on the social media activities of the global top 20 insurers suggests that they have a considerable presence in major social platforms. This means that ramping up your social media presence should be among your priorities to attract potential policyholders. So, what actions should you take to make this possible?
To increase your online presence, being active on your social media accounts, such as Facebook, Twitter, and Instagram, among others, should be the first step. Get creative with your posts and share engaging content that is likely to attract your target customers. You might also want to try partnering with online influencers to increase your business’ exposure to a larger market.
Looking to target a specific audience or customers? Then, utilizing paid advertisements is the answer. You can run paid ads on various social media platforms to increase the reach of your posts. Paid ads can target your desired clients by setting specific demographics, locations, and a group of audiences that are most likely to convert.
Furthermore, boosting paid posts is not as expensive as most people think. In fact, it can be achieved at any desired budget. Most popular social media platforms offer pay-per-click options. This ensures that you won’t exceed the budget limit you set for your paid ads. Paid advertisements also offer campaign results, which will allow you to get insights about audience engagement in various locations or ages.
Another way to generate leads is by hosting educational webinars. It does not only help your business acquire new clients, but it also provides helpful information to existing customers. You can choose to host a live or pre-recorded webinar. But the former is highly encouraged so that participants can ask questions or inquire in real-time.
Either way, it will be a great avenue for your customers to learn valuable information about the services and benefits your business provides. You can also talk about engaging insurance-related topics and content ideas that might pique their interest.
Investing in Local SEO
Making your brand visible to your target audience is becoming relatively difficult as years passed. This is because of the growing number of businesses moving into the digital scene, especially during the pandemic. Digital tools like SEO were created to bridge this gap. Competing against big insurance companies will be easier if you invest in local SEO. Doing so will help your customers easily find your business; thus, generating more leads and having more potential policyholders.
Keep in mind that most consumers will prefer services that are offered nearby. As a matter of fact, four out of five consumers use Google search to find local information. This is why optimizing local SEO will allow you to climb higher in local search. Don’t miss out on a good number of potential policyholders and invest in local SEO!
Rather than using mere text contents or pictures to advertise your insurance business, why not make use of video marketing? Utilizing short clips or videos can give you the chance to advertise your services more effectively.
Video marketing can keep customers engaged far longer because most people prefer watching something over having to read texts. Moreover, it can also convey your point easily and quickly, giving your customers a better way of accessing information. If you have a website, you can also utilize short clips or video content for your banners. That way, you can catch people’s attention better as it can stimulate their interests more.
Online Client Reviews
Gaining a client’s trust in the insurance industry is no easy feat, especially when doing it online. That is why building a good business reputation is important. So, how do you achieve this?
Simply by getting online reviews from your clients and posting them on your website or social media platforms. Encourage satisfied customers to leave reviews for the services you offered. These will be greatly helpful in acquiring potential clients in the future. As consumers, we always want to guarantee that we are working with a reputable company. So, we always check for reviews to determine the legitimacy and reputation of the business. Customer feedback will make or break your company. Thus, ensure quality service to get good client feedback.
Creating or Writing Blogs
You will definitely need to have blogs for your insurance business. This will not only have your customers trust your service, but also prove your authority on topics, and eventually make you their go-to insurance resource. Writing blogs will greatly help clients who are researching insurance services and other related topics. When committing to an insurance company, an average consumer will need enough information before making a final decision.
There are a variety of topics you can choose from to write for your blogs. If you’re looking for fresh ideas to get started, you may want to write a blog about one of these:
- How to Find the Best Insurance Provider
- The Millenial’s Guide to (Life, Liability, Property, etc.) Insurance
- Tips to Keeping Insurance Rates Low
- Different Types of Insurance
- Misconceptions About (Life, Liability, Property, etc.) Insurance
Improving your e-mail strategy is one of the best ways to stay top-of-mind and inform your policyholders about the latest updates and important information. Aside from engaging potential customers, good communication with your existing clients is also a strategy to invest in. After all, your business would not thrive without them, right?
For e-mail content ideas, apart from insurance updates, you may also send them a personalized ‘thank you’ e-mail for doing business with you. Or greet them during seasonal events like Christmas or New Year. Informing them about discounts for client referrals will also likely catch their interest and will benefit both the customer and your business.
Customers do not stay for long on websites that do not catch their attention. Thus, you might want to consider doing a complete makeover for your website design. The first thing that every client sees is the face of your website. Thus, making sure that it is visually appealing is a must if you want to pique their interest.
Whether you already have a website or just starting to build one, do your research on the latest website design trends, so you can integrate ideas that will make potential customers into loyal clients. As an insurance business owner, you will also have to consider what your target audience is specifically looking for, their interests, and needs. This will give you a significant insight on how to better design your website.
Also, take note that complex websites with too much information are likely to scare away potential clients. Most customers nowadays are looking for easier ways to find information. So, if they don’t find the specific information they’re looking for, then they will definitely leave your website without second thoughts.
Why does having a consistent brand matter? It’s simple. Having a consistent tone for your brand will improve your brand recognition.
Your business can achieve this by designing a logo that best fits your brand’s goal. For your social media platforms, ensure that your posts portray consistent brand messaging. When replying to customer inquiries, social media comments, phone calls, e-mails, reviews, and messages, have a consistent brand tone. Doing so will allow not only existing clients but potential policyholders to recognize your insurance business better.
How to Begin Your Insurance Marketing Plan
Did you find interesting marketing ideas that you want to try out for your insurance business? We would love to help you get started! But first, doing a digital competitive analysis should be your initial step. This will help your business gain a better edge against your competitors. Conducting a competitive analysis will determine what strategies your competitors are taking advantage of. And in doing so, you can have the opportunity to incorporate marketing activities that will best surpass them.
Digital competitive analysis also provides your insurance business a roadmap of the marketing channels that are most essential to your growth. This means you won’t have to waste your time on marketing activities that will not prove effective to your business. Knowing the strengths and weaknesses of your competitors, as well as your own strategies, will be great in determining your business’ potential and highlight possible gaps.
To Wrap It Up
Many insurance consumers are hesitant to give their trust in insurance companies. That is why finding clients and advertising insurance are not easy. However, these hurdles are something insurance businesses can overcome by integrating strategies that will best improve brand reputation and recognition. Competing with many other insurance businesses will be easier if you utilize these marketing activities expertly and creatively.
With the many challenges posed by the pandemic last 2020, we know that you’ve also been struggling to manage your insurance business. The unexpected shift from in-person business transactions to the online landscape was tough. That is why we have compiled these marketing ideas to help you overcome the challenges of digital marketing. With adequate research and proper utilization of these insurance marketing activities, we guarantee that you will gain more leads and achieve business growth in no time.
Need help with digital marketing? Partner with Proweaver!
We are always looking forward to helping businesses like yours improve their digital marketing solutions. Grow your social media presence, climb up the search rankings, and design a cost-effective website with Proweaver! We are here to help with your digital marketing strategies. Get in touch now by calling us at +1 (800) 988-3769.