In insurance, when you rely so much on referrals to drive future business, marketing is a key component. Yet finding ways to make your insurance agency stand out from the competition is not always easy. It sounds like you could benefit from a strategic digital marketing campaign.
In this article, we will explore marketing for insurance firms in more detail. We’ll also share some of the best strategies and avenues for insurance agencies looking to promote themselves through digital marketing.
- • What Is Insurance Marketing?
- • 5 Reasons Insurance Agencies Need Digital Marketing
- • 4 Great Marketing Avenues for Insurance Agencies
What Is Insurance Marketing?
Insurance marketing is the meeting of the minds between digital marketing firms and insurance agencies. Through the firm’s expertise and guidance, insurance companies can create winning campaigns that increase their bottom line, generate new leads, retain clients, and boost SEO.
Everyone needs insurance at some point, from car to home insurance, life and health insurance, and even pet insurance for some. Yet what makes a customer choose to work with one insurance agency over the other?
It’s not just about quotes. The Insurance Information Institute or III says an insurance agency’s customer service and the comfort in which a customer feels towards the agency are two other significant factors.
You can distinguish your insurance agency, create trust and comfort, and promote your high-quality customer service through insurance marketing.
Insurance marketing involves campaigning on the part of the insurance company by a marketing firm. The goals are to drive new business, create a cohesive brand, and help the insurance company meet other goals. The firm’s marketing campaign will utilize different media, from television advertising to social platforms, website redesigns, and more.
How marketing for insurance firms differs from traditional marketing is that all the measures implemented are hyper-targeted in the insurance industry. What is the average insurance customer looking for? What are their pain points? How does an insurance agency grab and captivate a customer’s attention when the competition is so steep?
In working with a digital marketing firm, you can answer those questions for your insurance agency.
5 Reasons Insurance Agencies Need Digital Marketing
Marketing yourself is not optional if you want your insurance agency to succeed. The following 5 reasons to work with a digital marketing firm underscore the necessity of a strong, customer-driven campaign.
1. Reaching Your Target Audience
Who is your target audience? That depends on the type of insurance you specialize in. If you offer renter’s insurance or car insurance, then your customers may skew younger. For home insurance and health insurance, you might have a slightly older crowd.
A digital marketing firm can guide you not only in defining your target audience but reaching them too. More than likely, you have several audience segments that comprise your client base. The marketing firm you work with can produce tailored, personalized content to each of those audience segments, be that through email marketing, your website, social media posts, and more.
2. Converting Website Visitors to Clients
How much traffic does your insurance agency’s website attract per week? Per month? Per year? Big numbers are great, especially in relation to a promotional event, but that spike in traffic is ultimately meaningless if you can’t capitalize on it.
Instead of focusing solely on traffic numbers, your agency needs to ask itself new questions. How many of those web visitors did you convert into clients? What percentage failed and why?
It’s not always easy to come up with answers to those questions. You can rely on the wealth of knowledge your digital marketing firm possesses to gain some clarity. They’ll provide insights on why your previous conversion attempts failed. They can also offer suggestions for how to capture more web visitors, such as through pop-ups, well-timed opted-ins, and other enticing offers.
3. Targeting New Clients
Once your conversion numbers are up through a strong insurance marketing campaign, it’s no time to stop. You need to continually convert site visitors into clients and find other means to target new clients.
In insurance, some clients are for life, but not all. Your clients may stray if they find a better deal at a rival insurance company or if they decide they don’t need a certain type of insurance anymore. For example, if a customer moves from a home to a retirement community, they can drop their home insurance.
Brown & Brown Insurance is one example of an insurance agency that uses its website to target new clients exceptionally well. As soon as you access their site, you’re greeted by a red CTA button that says “find your solution.” Clicking that lets you begin your search into Brown & Brown’s insurance options.
First, you’d choose whether you’re an individual, business, broker, or carrier. Next, you can pick from Brown & Brown’s impressive range of insurance options. These include the standard picks like flood and homeowner’s insurance to coverage like motorcycle insurance, aircraft insurance, and kidnap and ransom insurance.
Then you’d pump your zip code in and find a Brown & Brown branch nearest you, beginning the process of becoming a client.
4. Increasing Brand Awareness (and Website Traffic)
Branding is a major cornerstone of your insurance marketing campaign.
As we stated before, the III says one of the biggest reasons the average client chooses an insurance company is how comfortable they feel with them.
It’s not easy to derive comfort from a bland, run-of-the-mill insurance agency that does nothing to differentiate itself. You want to craft a brand through your website, and not just any brand, but one that shows knowledge yet personality, friendliness yet astuteness, and overall, a willingness to help.
Take a look at Stone Agency Insurance’s website.
It’s right there on the homepage: “we’re your neighbors.” In saying that, the staff at Stone Agency Insurance’s staff separates themselves from the average view most people have about those who work in insurance: stuffy businesspeople in suits. You see that the employees at Stone are human. More so, they’re friendly, dependable, and the ones you want to count on when you need insurance.
This common thread continues on their about page, where each major employee at the company gets their own brief bio with a headshot. Seeing the faces and names of those who provide you insurance again humanizes them, playing up to that neighborly tone.
5. Optimizing Your Website for Better SEO
If you’re an insurance firm in Cincinnati along with 100 others and a lead searches “insurance Cincinnati,” whose website will pop up first? That depends on the one who’s utilizing SEO.
Search engine optimization or SEO includes elements like website optimization. A well-optimized website is one that loads quickly, has clean elements, and looks as good on mobile devices as it does on a desktop computer.
Websites that prioritize SEO tend to generate more traffic because they’re more attractive and easily navigable. Even better is that the site will rank higher, perhaps reaching the top search engine results for even a vague keyword like “insurance Cincinnati.”
Through digital marketing, you can sharpen your SEO and bring more awareness to your website–and in turn–your insurance agency.
4 Great Marketing Avenues for Insurance Agencies
With so many services a marketing firm can provide, you might not be sure where to start. Here are 4 areas of marketing that insurance agencies should explore through their digital marketing partner.
1. Downloadable Resources
When attempting to convert website visitors into clients, you need them to stay on your website. One way you can do that is with a pop-up offer or opt-in form, as we discussed earlier.
Your offer doesn’t have to be over-the-top, nor does it have to be anything that will cost you money. Downloadable resources make a great introductory offer to lure in site visitors. These resources can be chapters out of an eBook or even an insurance industry report for the year or the quarter.
The lead, in exchange for this useful information, gives you their email address. This then allows you to get the ball rolling and begin developing a rapport and eventually a professional relationship with the lead. With time, they will hopefully convert into a client.
2. Email Marketing
You can do so much with email marketing that it must be a part of any worthwhile insurance marketing campaign. As we explained in the paragraph above, email marketing is a great way to engage with and nurture leads as they convert to clients.
You can also use email marketing to strengthen your insurance agency’s brand. Also, newsletters, policy changes, and other updates inform your audience and keep you at the forefront of their mind.
The above infographic proves the importance of email marketing in the sphere of insurance. Promotional emails can increase the likelihood of a customer making a purchase, which in your case would be an insurance policy.
Emails that are transactional in nature also tend to boost both your email open and click-through rates. Further, email marketing could be a way for qualified leads to discover you.
A qualified lead is much more desirable than the average lead. They’re typically better educated on your insurance firm, and thus they know what they want. They’re also readier to make a purchase.
3. Content Marketing
Content marketing is a blanket term that encompasses many services. These include blogs, checklists, testimonials, podcasts, webinars, videos, case studies, white papers, eBooks, presentations, newsletters, and infographics.
Essentially, if what you’re producing is considered content that you can promote to your audience, then it should fall under the umbrella of content marketing.
Through content marketing, you can educate and even entertain your audience.
If the content you produce is very sharable, then you can cross-post it between your website and your social media accounts. Your audience, if they find it valuable, can share it as well, increasing your brand awareness and maybe even drawing in some new leads.
You can also establish your insurance agency as an authority through content marketing if you produce a report or infographic that’s widely cited. This can go a long way towards creating comfort on the part of your clients since they know they can trust you.
4. Website Design
Our last recommended avenue for insurance marketing is website design.
As stated, a clean, optimized, well-designed website is one that’s sure to attract a lot of traffic. Refer back to the links for Stone Agency Insurance and Brown & Brown Insurance to get an idea of what we mean.
Both websites are simple in design, eye-catching with large graphics, clean and clear, and easy to navigate. You can search for what you’re looking for if you don’t want to go through menus, or you can spend a moment looking for the information you need via a drop-down.
Your website doesn’t have to look identical to Stone’s or Brown & Brown’s. We wrote a great , easily-digestible post on insurance logo design and branding that’s worth taking a look at as you begin to revamp your insurance website. We also have articles dedicated to highlighting the best website design in industries like luxury fashion, private equity, or venture capital.
Sure, those sites are for companies in a different industry than yours, but they can give you ideas and inspiration for how to redesign your website nevertheless. Make sure you work with your digital marketing agency as well for website results that will dazzle and convert.
Now Is The Time To Start
To stay engaged with your prospective and current clients, draw in one news, and differentiate yourself amongst the competition, your insurance agency should integrate digital marketing strategies. By focusing on the avenues discussed in this article, your customer base and ROI could both increase.
By: Frank DePino
Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.