Customer journeys are becoming increasingly digital across all industries, and insurance is no exception. Nowadays, most prospective insurance clients start looking for options with an online search.
As a result, agencies must learn to implement effective digital marketing to be competitive in the modern landscape.
Let’s further explore the importance of digital marketing for insurance agencies and five strategies they can use to improve their sales performance.
Digital marketing refers to any brand promotion that uses online communication channels. Some common forms include search engine optimization, social media advertising, and email marketing.
Insurance agencies need digital marketing to remain competitive in today’s online environment. Consumers now expect to research, connect with, and get quotes from their providers on the Internet.
Insurance agencies that can’t meet this demand will inevitably lose out to their competitors. Though the industry has been relatively slow to digitize, the rise of InsurTech startups is raising the bar, forcing the entire marketplace to adapt.
Digital marketing is a powerful tool that can help insurance agencies connect with consumers throughout the customer journey.
For example, here are some of the most beneficial ways agencies can use digital marketing:
Digital marketing is incredibly flexible, and creative insurance agencies can find many applications for it. It enhances your connection with prospective and existing clients, boosting your overall sales performance.
Digital marketing lets insurance agencies communicate effectively with both leads and clients, helping them drive sales and reduce turnover. Here are five powerful strategies to consider implementing.
Consumers frequently use online search engines to look for insurance agencies. Creating search engine optimized (SEO) content increases the chances that your agency’s website will show up in the results for specific queries.
By ranking well for strategically selected search terms, you can put your brand in front of your ideal target customers. It’s also an opportunity to provide value to those prospective clients, increasing the chances they’ll want to work with you.
One popular strategy is to create content that answers questions your ideal clients are likely to ask. For example, an insurance agency wants to sell more worker’s compensation policies, so it publishes high-quality content explaining who needs worker’s comp coverage, how it works, and why it matters.
Email marketing is convenient for sending personalized messages to leads and existing clients at opportune moments. One powerful technique is to create email workflows, which automatically trigger a series of emails in specific conditions.
For example, welcome campaigns are a popular email workflow. When a lead first gives you their email address, an automated campaign sends a chain of emails designed to capitalize on that momentum, solidify the connection, and encourage additional action.
Some other effective workflows might include an upselling series that triggers when clients purchase an insurance product or an engagement campaign that sends messages when an existing customer hasn’t opened any emails for a few months.
Social media marketing helps you reach leads and customers, too. 65% of consumers prefer this channel over any other mode of communication.
Staying active on key platforms can help you cultivate a positive image for your brand and engage with your customers. Select a few channels, such as Facebook or LinkedIn, based on your audience’s preferences.
It’s also beneficial to run focused campaigns in pursuit of specific goals. For example, an insurance agency wants to expand its email list, so it records a series of videos on subjects its customers are likely to find interesting.
It then releases those videos on several social media platforms over the next month but requires that consumers provide their email addresses to access the content. By the end of the campaign, the agency acquires a significant number of new leads.
Creating high-quality content can help you rank well in search engine results pages and get more shares on social media platforms. However, content creation is time-consuming, and there’s no guarantee of success.
Paid advertising is a shortcut that quickly gets your brand in front of your target customers. You’ll often pay the search engine or social media platform for each click your ad receives, whether or not it leads to a sale.
For example, an insurance agent lives in Austin, Texas, and wants to target local consumers. He creates a web page that sells his services, displays testimonials from previous clients, and lets visitors schedule a consultation. He then pays Google $30 per click to rank for the term “best insurance agents in Austin."
Whatever your experience level with digital marketing, it’s likely that your insurance agency already has a website. If so, it’s worth reviewing its current performance to identify opportunities for improvement.
That process is known as a website audit, and you can conduct it yourself or outsource it to digital marketing experts.
For instance, an insurance agency has a well-established website with an extensive content library but wants to improve its user experience.
It hires a website auditor to review its site for potential issues, which reveals that the agency’s webpage load times are slow. The agency changes the image sizes on its site, reducing its load times and bounce rate.
Digital marketing is an essential tool for insurance agencies. Use it to put your brand in front of prospective customers and retain existing clients.
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