How to Grow Your Insurance Business
Learn how to make your insurance business grow to new heights with tips and tools in this guide, and serve your clients using Talage technology.
Read MoreDeveloping an insurance digital marketing strategy can seem overwhelming for newcomers, but in reality, there are many easy steps to take. In some respects, being an amateur marketer can be an advantage, as you can potentially connect with customers more authentically, rather than getting too caught up in a formal insurance digital marketing strategy.
As marketing platform Marketo explains when describing a new era of marketing: “The way marketers communicate with each other, other businesses and even their audiences often sound like unintelligible nonsense. It’s a sure-fire method of distancing themselves from everyone else, even if that’s not the idea. The new marketers use natural language, not business language.”
In other words, you don’t have to learn the perfect way to phrase a social media post or your website copy so much as you need to be yourself. Yes, there are more advanced insurance marketing tips and tricks you can learn along the way, but much of what works offline also works in digital marketing.
You might be good at networking with people in your community, offering non-salesy business advice, and generally being helpful and friendly when you see them around town. The same natural, helpful style can work in digital marketing too, whether you’re writing a blog post about how business owners can grow or you’re building up a positive presence on a review site like Yelp.
In this guide, we’ll explore five easy strategies that you can start with to build and enhance your insurance digital marketing strategy.
If you’ve yet to establish your own website, that could be a good starting point for your insurance digital marketing strategy. For some agents, your site might be managed through your parent company, whereas others can easily create their own through a site like Squarespace.
If you already have a website, you should still prioritize reviewing all of your content and making sure that it conveys the right message. You don’t have to get too complex. Just make sure your website:
In addition to customers finding you through your website, social media can also be a good source of insurance lead generation. So, like with your website, you want to establish a social media presence that’s informative, and you want to communicate clearly on these channels.
Some initial steps to take as you establish your insurance digital marketing strategy include:
Once you have your website built out in a way that’s easy for visitors to get a strong sense of what you do, you can try to draw in more leads by developing a blog. However, it’s important to set realistic goals for what you want your content to achieve.
You might not have a huge audience, but maybe you can generate a few solid leads by drawing visitors in through search engines. In that case, you may want to learn some basic SEO tips for your insurance digital marketing strategy, such as incorporating keywords into your blog posts. You can identify relevant keywords through a site such as Ubersuggest or Moz. Or, maybe you can send out your blog content to existing customers to help build trust and loyalty.
With your goals in mind, consider developing blog content such as:
If you’re not sure what to write, keep the same types of tactics in mind as with social media: create content that’s conversational and helpful to your audience, rather than just trying to sell yourself.
While there are many easy insurance digital marketing strategies that are free, you might find that ads help you go further or at least get you there faster. Ads might help you with insurance lead generation by getting in front of audiences that you wouldn’t be able to reach organically, such as if you have a long way to go on SEO but can use an ad to show up on the first page of Google results.
Some types of ad campaigns to consider launching as part of your digital marketing strategy include:
Another insurance digital marketing strategy to try is seeking out reviews and building up your presence on sites like Yelp. This approach may require a bit more effort than some of these other areas, but the results can be highly effective and within an amateur’s reach.
Those who excel at word-of-mouth marketing know that it often still requires some effort to set into motion, even if it seems like automatic marketing. For example, you might periodically remind professional acquaintances that you’re looking to meet small business owners, which prompts them to recommend you and your services next time they hear of a new entrepreneur looking for help.
With online reviews, your insurance digital marketing strategy might similarly include checking in with past customers, asking them if they could leave a review if they had a good experience. Still, you don’t want to be too pushy in this regard. Keep the ask simple, and see if you can do anything else to support their business meanwhile.
To get more reviews and improve how others see you online, you might also consider:
Building out a digital marketing strategy doesn’t have to be too complex for insurance agents. If you’re new to marketing, you can still be highly effective by communicating clearly and openly, rather than trying too hard to seem like an advanced marketer. You know your customers and what they respond well to. Think about any offline strategies that helped you land your customers and see how you can apply those to your digital marketing presence.
Using digital InsurTech tools like Wheelhouse can help too. The platform helps you create a more informative website, such as by being able to offer bindable policy quoting from your site, rather than requiring leads to call for pricing. And as you get more advanced with your digital marketing, you can even create custom landing pages to draw in more customers.