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When it comes to creating an insurance digital marketing strategy most agents can feel overwhelmed. Not to mention they don’t know where to start, how much to invest, or even what to do. Although developing a solid digital marketing strategy for an insurance agency takes time, don’t let that hold you back from getting started. There are steps you can take today to advance your insurance digital marketing strategy. And taking action on some of these steps may help you improve your long-term insurance digital marketing strategy and your overall premium goals.
From planning to execution, there’s a lot that insurance agents can accomplish in a day that puts into action their digital marketing strategy. And while you can’t expect to implement everything in one day, the important part is to just start. And getting started can make it easier in the coming days and weeks to build on your digital marketing efforts.
In this guide, we’ll explore five focus areas you can dive into today to implement your insurance digital marketing strategy. These include:
- Identifying Content Topics Your Audience Cares About
- Optimizing Your Website
- Writing a Blog Post
- Networking on Social Media
- Starting an Email List
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#1 Identifying Content Topics Your Audience Cares About
One thing you can do today that will help set you up for future digital marketing success is to identify content topics that your audience cares about. That way, you know what to focus on for future efforts, ranging from writing email newsletters to social media posts to blog posts.
Part of identifying content topics your audience cares about involves analyzing trends, such as your website traffic. If you notice that certain blog articles have been performing better than others recently, that could be a sign to write more about those topics.
You also might analyze trends such as by looking at the topics your audience has been talking about on social media recently. Or, you might look at the agendas of relevant conferences/events to see what topics are popular now with your ideal customers.
Conducting keyword research can also help you understand what topics your audience cares about. By looking at what keywords are popular, such as by using SEO tools like Ahrefs or SEMRush, you can get a sense of whether writing about certain topics is worthwhile or if the audience is likely too small for you to devote resources there.
#2 Optimizing Your Website
Related to identifying topics your audience cares about is optimizing your website, such as by adding keywords you find during your content topic research. Full website optimization can take more than a day, but you can at least get started on this today to start improving your insurance digital marketing.
Using SEO Tools
In addition to keyword research, many SEO platforms provide website analysis capabilities. Looking at areas like links going to and from your website, meta titles, and descriptions, and your current implementation of keywords can then help you determine what areas of your website you should focus on.
Working With a Web Developer
Digging into some of the more technical aspects of your website, like the speed at which pages load, may not seem like it has much to do with an insurance digital marketing strategy. However, these technical aspects affect how visitors view your website and influence SEO, and ultimately, how search engines view and rank your site.
If your site is difficult to navigate for users and/or hard for search engines to crawl, then you could be holding back your marketing success. You may have great content, for example, but if the user experience is poor, then prospects may not bother engaging with your site. So, working with a web developer to improve your website could help your insurance digital marketing strategy.
#3 Writing a Blog Post
Once you have content topics in place, or if you already had some in mind, another insurance digital marketing strategy that you can move forward with today is creating blog content.
Your Writing Doesn’t Have to Be Perfect
Even if you don’t think of yourself as much of a writer, odds are you have some valuable business experience that you can share with clients. So be authentic and write what comes to mind, then deal with cleaning up the text later. Tools like Grammarly can help you automate some of the editing processes, or you can work with a freelance writer or editor to help you write or polish your blog post. The key is to get started rather than holding off on this channel until you feel like you can perfect it, in which case you might never move forward with blogging.
Get Your Post Discovered
In addition to creating your post, you also should start to plan for spreading the word. While you may not get massive amounts of views right away, at least posting the article on your LinkedIn page, for example, can potentially get the ball rolling. You also likely want to think about making your blog posts SEO-friendly when creating a digital marketing strategy for insurance.
Not only do you want to incorporate keywords that you found during your keyword research, but you also want to use tactics like internal linking. When publishing your blog, link to a few other pages of your website where relevant. For example, if you mention commercial insurance, you may want to link to another page that discusses commercial insurance in greater depth. Doing so can boost your SEO to ultimately help you get more traffic to your website.
#4 Networking on Social Media
Another insurance digital marketing strategy you can start today is to move from being salesy on social media to be more focused on networking. In doing so, you can start to build relationships, which can lead to more valuable social media engagement. Otherwise, if you just share promotional posts, people may ignore that in favor of more exciting, conversational content.
Add to the Conversation
One way to network better on social media is to join conversations, much as you would at an in-person networking event. If you see prospects or customers posting about something you’d like to weigh in on, join the conversation and start creating more engagement. Leave a comment that helps create dialogue, such as asking a question or respectfully sharing a counterpoint to someone’s opinion.
Joining groups on social media is also something you can get started on right away. Take a look on sites like Facebook and LinkedIn for groups relevant to your insurance business that could help you build out your network. In some cases that might be groups of other business professionals that you want to connect with, such as to share advice, or it might be a group that more so includes potential customers.
#5 Starting an Email List
One other insurance digital marketing strategy you can start implementing today is to finally begin building your email list if you’ve yet to do so. That’s not to say that you’ll have your whole email list in one day, but you can start to lay the groundwork. Doing so can include actions like:
- Signing up for an email marketing platform to start building and managing your list
- Adding an email subscription form to your website
- Sharing the link to your email signup in your social media bios
Build on Your Insurance Digital Marketing Efforts
As these examples show, there are many things you can do today to improve or start creating your insurance digital marketing strategy. Keep in mind that even though there are steps you can take today, an effective insurance digital marketing strategy requires ongoing effort and patience. But sometimes you just need to set the wheels in motion, and following these steps can propel you forward.