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The tactics to sell property and casualty insurance online have changed. Your sales and marketing approaches will need to evolve. While some fundamentals always apply, an increased focus on digital marketing tactics and resources is necessary to grow your online property and casualty insurance sales.
Referrals are an important part of any insurance agent’s sales strategy. To sell more policies online, finding a networking community will be key. New connections might refer new leads to your website if they’re used to interacting with you online.
We’ll cover tactics like this that will help you sell property and casualty insurance online. Some of the following areas can potentially boost online sales:
- Improving SEO
- Investing in Online Ads
- Joining Online Networking Groups/Events
- Engaging With Online Reviews
- Adding Online Quoting Capabilities
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#1 Improving SEO
A great way to sell more property and casualty insurance online is to increase the chances prospects will find your website. Improving your search engine optimization (SEO) will raise you higher in search results. More clients come to you on their own, without you having to do as much outreach.
“The higher you rank on a search engine result page (SERP), the more likely prospects will see you and click through to your site, so it’s key to increase your organic page ranking,” notes the Digital Marketing Institute.
To attract more clients in your area, you might try to rank for a term like “property and casualty policies in [X city].” Maintaining blog articles that include keywords can round out these efforts.
Working with an SEO consultant and/or using SEO software like Ahrefs can also help you improve in this area.
#2 Investing in Online Ads
Online advertising can be a great way to sell more property and casualty insurance policies online. It doesn’t require great risk in doing so. By using Facebook ads, you can start with a small budget . Even just a few dollars can help showcase what works before you decide to invest more.
“Digital advertising allows you to be fastidious about the money you spend, with many ad platforms giving you the option to adjust or re-allocate money as needed while the campaign is in play,” says The Karcher Group, a digital marketing agency.
Using online ads can help you target an audience for your business. Offline ads cast a wide and superfluous net. Online ads can hone in on specific demographics. Channels like social media and search (e.g., Google Ads) can help establish a relationship with customers. You can increase the likelihood of reaching those in a position to buy property and casualty insurance.
The level of targeting available via online ads can also help “level the playing field,” as The Karcher Group notes. Even if you have a new insurance agency, you may be able to still reach the same prospect pool through some online ads as those with several years of experience can.
#3 Joining Online Networking Groups/Events
Another tactic is to join more online networking groups and events. It’s a long-term play. Patiently building connections online may eventually attract new contacts. This relationship can lead them to your website to obtain a policy.
Joining a business group with online events to meet other business owners. Now they can connect with you on social media networks. They might not be in a position to buy from you right away, but it’s an opportunity to create a conversation. Eventually when they are looking, your connection will pay off. Making your website the one they go to for a quote.
- Social Media: Search platforms like LinkedIn and Facebook for groups related to the types of clients you serve. You also might want to join insurance-specific groups, where you can grow your online connections with other insurance professionals who might have a referral for you at some point. At the very least, you can share advice with each other in ways that help you learn how to sell property and casualty insurance online better.
- Local Business Groups: Take a look at what local chapters of business groups like the Chamber of Commerce offer. You can also search sites like Eventbrite and Meetup for events and groups in your area. You may find a mix of online and in-person events, which can be helpful if you want to build up your local presence while still funneling leads toward your online channels.
- Industry Associations: Industry associations also can offer a mix of online and in-person events, as well as online learning resources, that can support you as you figure out how to sell property and casualty insurance online. The International Risk Management Institute has a great list full of dozens of risk management and insurance industry associations. Some examples include the American Property Casualty Insurance Association to The National Alliance for Insurance Education & Research.
#4 Engaging With Online Reviews
Online reviews are a great opportunity to generate more sales. Prospects will search for a business online and read their reviews first before deciding. They may also search on a reviews site. If your listing is there and well-reviewed it could lead to a policy purchase.
Insurance agents should try to engage more in this area. Claim your business profile on sites like Yelp and Google. You likely want to respond to any reviews, whether they’re positive or negative. A Google/Ipsos Connect study finds that responding to reviews makes businesses seem 1.7X more trustworthy, compared with businesses that don’t respond.
“Not only does responding to reviews support trust-building, it also gives you an opportunity to humanize your business, show customers you care, and demonstrates professionalism,” says Google.
Places like your website and email signature could include review links. It may encourage people to leave more reviews. You can also directly ask existing customers to rate you after signing them up for a new policy.
#5 Adding Online Quoting Capabilities
Insurance agents should add online quoting capabilities to their websites. This will make it easier for clients to purchase policies. If clients have to go through steps like filling out a contact form on your website and then wait for you to call or email back with policy information, that can be discouraging. Instead, with a platform like Wheelhouse integrated into your website, prospects can quickly generate bindable quotes from multiple carriers on their own.
That way, you can sell policies online at any time, rather than needing to be sitting at your desk 24/7, ready to respond with quotes for customers. And offering online quoting capabilities to prospects can tie all these other tactics together. As you improve SEO, invest in ads, make more online connections, and gain online reviews, you can generate more leads who then go to your website and become customers by generating bindable policies.