Digital Marketing for Insurance Agencies: Transform Your Business With These Strategies
July 18, 2024 | Johanna Karlsson
How to Leverage Digital Marketing for Insurance Agencies: Implementing Effective Tactics
The traditional methods of reaching potential insurance clients are long past expiration. With the emergence of new technology, consumers are more adept at comparing services in nearly every industry, including insurance companies, which are changing how they reach customers. A recent study from Emarketer.com, a market research company, revealed that Geico reduced its television advertising spend by nearly 35% in 2023, down to $838.2 million. While TV ad spending fell, digital marketing advertising for insurance agencies topped $15 billion in 2022, a 15% increase from 2021. These emerging trends provide more evidence of the growing power of digital marketing for insurance agencies.
It’s a well-known fact that countless consumers turn to the internet to research the best products and services for their needs. This change in how consumers operate has placed more importance on digital marketing for insurance agencies. While this new marketing tool has emerged as the go-to source for countless businesses, many insurance agencies may not know how to implement the best marketing practices for their business. To bridge this gap, we’re sharing some of our proven digital marketing strategies that can transform how insurance agencies engage with new clients.
A website is often the first interaction customers will have with your insurance agency. If it’s outdated or hard to navigate, chances are they will move on to the next competitor. While having a website is a necessity, it needs to be updated with the agency’s latest services and personnel and analyzed to find areas of improvement. When evaluating the performance of a website, it’s important to consider these factors:
User experience: If page speeds are slow to load and finding necessary services is not easily seen, the user will not have a good experience, and the agency’s reputation will suffer, thus limiting its exposure to potential clients.
Content: Having your website with relevant insurance content demonstrating your expertise and services in insurance can go a long way toward capturing a potential client’s attention. A well-rounded content strategy involving blogs, infographics, and video content can help engage casual visitors and turn them into loyal customers.
Search Engine Optimization (SEO): After updating their websites, insurance agencies need to ensure they can be found through common internet searches. This is where optimizing the site for SEO comes into play by implementing an effective SEO strategy for insurance businesses. A website optimized with SEO by having detailed meta descriptions and industry keywords can enhance an agency’s online visibility through search engine results.
Mobile optimization: As more users turn to their mobile devices to conduct online research, an insurance website design needs to consider the mobile user experience and adjust how the content is displayed on a mobile device so the visitor has a better digital experience.
Increase Your Social Media Presence
Billions of users interact on social media platforms daily, and an insurance agency could miss a chance to engage potential customers on these online channels. Some insurance agencies may think social media is for teenagers trying to grab attention, but it has proven to be an effective tool for businesses to increase brand awareness and engagement. Exposing your brand to more and more potential clients is invaluable. The more information a potential consumer knows about the insurance agency, the more likely they can be converted into a custom.
Manage a Google Business Profile for Online Reviews
With the majority of online searches occurring on Google, having a Google Business Profile for insurance agencies is a critical factor. This online profile provides details of the business, like location, services, hours, and, most importantly, online reviews. Many consumers in today’s online-driven world won’t engage with businesses that haven’t been properly vetted with online reviews. Online reviews on a Google Business Profile enable potential clients to gauge whether the company can adequately provide the services it advertises. Positive online reviews also give the insurance agency more authority in the industry. Businesses can then showcase high-quality reviews on their website to display a customer’s positive experience and cultivate the brand’s positive work with consumers.
Email has proven to be a long-standing marketing tactic for engaging with current and potential clients. Launching email marketing campaigns allows insurance agencies to build trust and familiarity with businesses by highlighting recent accomplishments and updated services. Regularly sending branded emails to your customer database will remind clients of the work the agency conducts to ensure they receive the services they’re paying for.
Email marketing also keeps the company at the top of client’s minds so they know they’re being informed of how the business is doing. This helps build trust so the consumer believes the company is their partner who values their relationship by keeping them informed. Along with a newsletter for existing clients, insurance agencies can create contact form submissions on their websites to build a contact list of potential clients wanting more information on the available services.
Implementing Paid Ad Campaigns
It’s vital for insurance agencies to interact with customers who are interested in the services provided. One way to do this is through digital marketing, which involves pay-per-click (PPC) strategies on search engines like Google and social media platforms like Facebook. These ads appear directly in front of customers who are actively looking for insurance products.
While insurance marketing campaigns do involve spending money to display the ads, properly executed paid ad campaigns can directly target specific consumers to boost conversions and increase leads for insurance agencies. The money spent on these campaigns can easily be adjusted to stay on budget by changing how much the firm is willing to pay per keyword.
Find a Partner for Digital Marketing for Insurance Agencies
While implementing digital marketing for insurance agencies is a must in today’s market, it’s not as easy as clicking a few buttons and launching a website. Many insurance agencies may not have the resources or expertise to properly implement these digital marketing tactics. Luckily, HealthPlusLife has the insurance knowledge and marketing expertise to be a reliable partner for insurance agencies needing digital marketing help. Our digital marketing services for insurance agencies encompass a wide range of strategies, including SEO, Email, Content, PPC, and Social Media. For help launching insurance digital marketing campaigns with our digital marketing services for insurance agencies, please visit us online or call HealthPlusLife at 888-828-5064, TTY 711.
Johanna Karlsson Johanna Karlsson is a veteran health and life insurance professional licensed in 50 states. She relocated from the countryside in the south of Sweden and has not looked back. After coming to the United States to attend university, she gained her degree in Public Relations. She brought her public relations skills to a local international health insurance where she discovered a new passion in insurance. After years with that company, Johanna now joins HealthPlusLife to help build a team of licensed insurance agents ready to meet your insurance needs.
