marketing for insurance agents

Marketing for Insurance Agents – Steps to Improve Awareness and Generate Leads

By: Frank DePino | February 26, 2021

Are you trying to build a digital marketing strategy for your insurance firm?

Maybe, you are looking to make tweaks to your existing marketing strategy for a competitive advantage in the market. 

If you are nodding in a “yes” to any of the above questions, then you are in the right place. This post will explain how you can use various digital marketing tools and equip your insurance agents for enhanced productivity. 

How can you utilize marketing for insurance agents to stand out from the competition and attract more leads?

Insurance agents generally do not claim to be digital marketing experts. Therefore they miss out on great opportunities due to lack of insight into critical data, strategies, and tools. Digital marketing  has become essential for the management and growth of insurance firms and agents alike. If you are an insurance agent or an insurance agency, you will be able to use this guide and learn about the marketing strategies that can offer an immediate return on investments (ROIs). You can use digital marketing techniques to remain competitive, generate quality potential leads, and increase your sales conversion rate.

That said, marketing can be a time-consuming affair, and it certainly can come at a higher price. However, not all digital marketing tools are too expensive in order for you to reap the benefits. 

You do not need to splash out the cash for all good marketing ideas. However, hiring a good marketing agency can give you quick access to additional resources with customized solutions to fit your insurance agents’ needs. 

Whether it is your business’s social media aspect, search engine optimization (SEO), blogging, content creation, or email marketing can help you. 

You can use these ideas to optimize your insurance company’s efficiency, connect with the target audience and serve them better. Most importantly, you can make your operations far more cost-effective. 

So let us dive right in and see how digital marketing for insurance agents can really help you optimize your insurance business operations. 

marketing for insurance agents

How Can Insurance Agents Use Digital Marketing

Not many insurance agents would claim to be tech-savvy when it comes to using digital marketing tools. Although this is normal and understandable, it is unwise to ignore digital marketing for insurance agents. You will deny your business of its true potential. 

You must consider marketing your services through various digital media technology and channels. You can use websites, content, emails, social media, videos, etc., to target the right audience. Moreover, digital marketing tools are intelligent enough to offer you a chance to customize each marketing campaign based on your requirements. 

This means you can now target potential consumers based on their gender, age, profession, geographical location, interest, budget, etc. Moreover, you can optimize your business’ website and content to appear amongst the top users on search engines locally and nationally. 

Similarly, you can use other digital media channels and tools to get the results you want. 

digital marketing for insurance

What They Are Looking For

Here are three main aspects of the business that you can improve your marketing:

1. Increasing Reach and Brand Awareness

Most insurance agencies struggle with a clear strategic goal when deploying a marketing campaign. However, you will agree that the core purpose of any campaign is to entice and engage new consumers and build deeper consumer relations. 

All you need is to devote enough resources into your digital marketing campaign. 

If you are using an ad-hoc approach, i.e., shooting many arrows and praying that some will hit the target. This is not only a waste of time but also a waste of your resource and money too. 

For effective marketing, you need to know your target audience and market like the back of your hand. A digital marketing strategy can help you increase your reach by looking in the right market. This will help you connect with consumers’ demand for insurance agents and associated services. 

This increased visibility will allow you to create brand awareness amongst the masses with very little time and energy. This is an excellent digital marketing tactic, whether you are an established business or a start-up competitor. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

2. Qualified Leads to Generate Profits

Well-planned digital marketing can help your business generate qualified leads. This will not only help you entice the right consumers but also boost your sales conversion rate. The idea is simple; the more interested consumers you get through your doors, the better their chances of buying something from you. 

You can do this by creating the right content with SEO to help target the right niche. Whenever a local user searches for products and services similar to what you are offering, your business can appear amongst the top results on search engines like Google, Bing, etc. 

You can even use paid advertising strategies to boost your return on investment. This type of insurance marketing is probably the most effective means to generate potentially fruitful leads immediately.  

However, this benefit comes with a price tag. 

Did you know you can run paid ads on all major social media platforms and search engines?  You can use Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, YouTube Ads, and many others depending on your needs. 

However, test and trial is the best way to approach this. Not all social media channels may be beneficial for your business. Therefore, invest a little in the select paid ads services on several social media platforms. This will save you from wasting any money and, most importantly, learn which ones work best for your marketing for insurance agents. 

Are wondering how much will a paid ad cost you? 

Well, they are relatively cheaper than your conventional marketing advertisements. You can even run campaigns where you pay-per-click (PPC) for the ad every user click on the click. Moreover, you can even limit your spending, so the ad expense does not exceed your budget. 

3. Consistent Traffic Coming Back to Your Website

Digital marketing can improve your sales. 

How? 

Showcasing your insurance products and services on the right platforms will allow you to improve your brand’s website visibility. This will help boost consistent and qualify traffic coming back to your website. 

The more traffic you receive on your website, the more potential leads you will generate to convert them into consumers or clients. For this, you can use conversion rate optimization (CRO) as a tool to aid your efforts.

lead generation for insurance agents

How to Achieve It

While the aforementioned benefits sound very promising, you will have to be precise in your approach when marketing for insurance agents. This section will give you insight into some of the best digital media channels you can utilize to increase your market penetration, connect with the right target audience and boost your sales for growth. 

1. Provide Value to Your Ideal Consumer

Providing value to your consumers is the essential component and should be your first goal.

Offer services to educate your consumers about your business. Let them know who you are, what you do, how you do it. Moreover, you can also offer them added value by offering them information about the insurance sector, such as the latest developments, laws, and trends. 

Educating them about your business before becoming your consumer will instigate a sense of reliability and trustworthiness. For that, you will need to create intelligent, interactive, and user-friendly content. 

This content may come in several forms such as products and service pages, website’s home page, “About Us” page on your website, blogs, articles, tutorials, etc. You can even include your existing consumers’ testimonials and reviews in the form of blog posts and video interviews. 

Remember, creating this content is about keeping it light, entertaining, and educational for your target audience.

It has to come as something complimentary; therefore, refrain from sounding too salesy. Let them know how good you are by digital marketing for insurance agents, and the right audience will come in. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Other forms of content include

  • Videos
    You can create short videos to promote your services. This can be in the form of clips on your company’s website, or you can create a YouTube channel and post your video content there. However, you have to stay consistent in order for your consumers to take you seriously. 
  • Webinars
    This is the best way for you to reach your consumers in the comfort of their own homes. Gone are the days when you had to organize full-scale open-houses and seminars for promotions. Now you can simply log on to your social media platforms or a website to start a live webinar. 

    This is a win-win situation for both you and the consumers because all you need is a smartphone to begin streaming. Similarly, the consumers do not have to worry about leaving their homes or taking a day off work to visit you. 

    All major social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and YouTube offer free live streaming services. For more professional and confidential events such as clients’ meetings and team discussions, you can use remote conference calling services such as Zoom. 
  • Downloadable Content
    It is always a good idea to offer freebies as downloadable content. You can create tutorials, guides, and other beneficial information as downloadable files in written and/or visual format. This will make your consumer feel like getting something without paying anything and establish a rapport with them.  

insurance digital marketing
  1. Create a Comprehensive Digital Marketing Campaign

To create a comprehensive campaign, you must focus on the following four areas.

  • Content Marketing 
    You must write or create innovative, interactive, informational, and entertaining content. Then use the right digital media outlets for publishing and distribution. 
    However, you have to make sure that all your content must be SEO friendly and consistent throughout every platform you use. 
    Inconsistencies will look unprofessional and may confuse your consumers. If your content across several platforms contradicts each other, this will send a mixed message to your consumers and drive them away to the next competitor. 
  • Email Marketing 
    An email marketing campaign allows you to customize your campaign. You can categorize your contact list based on various demographics and then send out personalized emails to them for increased consumer engagement. This will also prevent any chances of your email added to their spam list. 
    Moreover, you can use email marketing to retarget your previous and existing clients and educate them about new offers, promotions, etc. 
  • Social Media
    You must create social media business pages as an efficient means for marketing for insurance agents.
    You can do so by writing posts or creating video content for them. Moreover, you can create customized marketing campaigns based on demographics such as gender, age, profession, education, needs, and geographical locations. 
    In the end, whether it is content marketing, social media platforms, or email marketing, they have to be SEO optimized. This will ensure that your business appears amongst the top search results on search engines. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

3. Consistent Messaging

You must create content with engaging brand messaging. It is all about striking an emotional connection with your buyers by appealing to their needs and offering a solution they can relate to. A well-thought brand messaging will help your marketing entice, engage, motivate and persuade them to buy from you. 

However, keep it consistent throughout their journey with you and across all platforms. Discrepancies in the messaging will drive them away and may cause permanent damage to your relationship. 

4. Lead Generating Website and Landing Pages

Websites and landing pages work as hooks to entice your consumers and persuade them into buying your services. Think of it as a digital showroom of your business displaying what products and services you are offering. 

Yes, it will cost you to design a website, but it is worth investing in the benefits you will reap for a long time. 

5. Consider Paid Ads

Yes, you will have to invest a little, but the benefits of paid ads are far more fruitful. You can optimize how much you wish to spend on each ad campaign to control your budget. However, appearing amongst the top search results on Google will increase users’ chances of landing on your website

We collaborated with The Stone Agency to build their website and brand, helping them position themselves as industry leaders. Our efforts increased the number of visitors to their website by over 145 percent. 

Paid advertising for insurance

Conclusion

If you are an agency looking to build a website and brand name, contact Mediaboom. We are the leading industry experts in creating strategies to boost marketing for insurance agents. 

Our cutting-edge digital solutions and a team of experts will align your digital marketing campaign to depict the best version of your brand. This will not only help you showcase your business to a broader audience but also boost your lead generation and ROIs.

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.

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