As an insurance broker, you need to use the newest and most innovative marketing strategies to stay competitive in the marketplace.
Check the text below for the 5 most effective digital marketing strategies that work in the insurance industry.
1. Email and Automation
One of the most prolific digital marketing channels, email marketing, has grown to prominence through the use of automation. Brokers can simultaneously communicate with hundreds, even thousands, of policyholders at any given point in time.
Most importantly, email marketing automation platforms can seamlessly integrate with insurance brokers’ existing BMS/AMS systems and start adding value from day one. The perfect example is PathwayPort, Triggered by information which is drawn from broker management systems, these automation platforms will independently send billing reminders, policy renewal notices, and even create up-sell and cross-sell opportunities by leveraging highly relevant information from the information it can gather about each policyholder.
These platforms also come with an integrated dashboard which tracks the performance of these campaigns. On top of this, clients are given 24/7 access to their policy documents, proof of insurance, billing, and more.
In summary, using email marketing automation services will allow your brokerage to focus on growing your business book instead of collecting money from clients you already have,
free your CSRs from answering questions, sending documents, and solving problems that policyholders can handle themselves.
2. Build a Solid SEO Strategy
If you want prospects to find you easily, without breaking the bank through paid digital advertising, you need to optimize all of your content for the search engines in order to gain some free, organic traffic. Remember that your ranking on search engines depends on what they are able to identify as quality content while crawling your website, alongside millions of other websites.
If Google thinks you are first-page material (when searching for relevant info, such as best auto insurance), your SEO strategy worked. You can make this happen by appealing to both the search engine crawler and your audiences. The more user-friendly and relevant your website content, the better your odds of making it to the first page.
Most of your prospects will first research your company online via their smartphone. Make sure to make your website easy to navigate via a smartphone, with a responsive design, and an intuitive sitemap. Test your loading speed regularly, add meta-descriptions to title tags and make your website visually enticing.
3. Blogger Outreach
An extension of your SEO efforts, blogger outreach will help you get backlinks. This outbound marketing strategy will build authority with prospects and search engines simultaneously. Reach out to other quality websites in your niche, and ask them to feature your guest post with contextual backlinks to your insurance agency. To do this, you’ll need to offer easy-to-read, well-researched, and up-to-date articles. As your business continues to grow and your website improves, you will be able to offer leverage by featuring somebody else’s article on your website. Referral traffic shows trustworthy and high-ranking websites are willing to vouch for you by posting your content. Building backlink-fueled authority will take you a while, so it would be a good idea to start as soon as possible.
4. Review Sites
As many as 97% of customers read online business reviews, informing their choice of which companies trust with money. Google and Yelp reviews mean pay dividends for your online reputation, and yet anyone can post them anonymously.
How can you leverage this huge advantage without risking bad or angry reviews? Email marketing does tie into this, as you can send surveys about the way policyholders feel about your insurance agency. You will likely get some bad, and some good answers (for example, 1-5 star ratings) within a survey of your own.
All you need to do is ask your net promoters to write a glowing review on Google and Yelp. Any positive feedback available on non-biased websites available to everyone will provide the necessary credentials to help you sell insurance online.
5. Social Media Marketing
All the most successful insurance companies have a strong social media presence, communicating daily with clients and prospects. Facebook, Instagram, Twitter, LinkedIn, and even TikTok let you reach people while they are at their most relaxed. Get creative and share visually engaging content, in synch with your overall brand identity. Make sure your Instagram posts feature the same “brand” colors as your website, logo, and email campaigns. Consider writing and designing scheduled posts to save time. Additionally, you can use the information available on social media users to target them according to their age, gender, location, and financial prospects.
The five digital marketing ideas listed above all work together to get you noticed online, and help you build a positive image. Stay in touch via email and social media campaigns, automate document delivery, and grow your business by sending policyholders highly relevant and personalized email campaigns with the help of email marketing automation platforms.
Growing your insurance agency once you have established authority within the industry becomes much easier. In a high-risk and fast-growing business such as insurance, reputation is everything.