Leveraging content is a powerful tool in your insurance marketing arsenal. It helps with Brand differentiation and customer acquisition; however, if your content isn’t user-friendly, then what’s the point? You’ll lose traffic and visitors if your website isn’t optimized for mobile. Without a mobile-friendly website, your target audience will become frustrated and will never hear about the great products and services you offer.
Insurance Brand Growth
Have you ever thought about how many emails you receive every year? According to the Radicati Group’s Executive Email Statistics Report, the average consumer receives about 100 emails every day. Take that number and multiply it by 365 days, and your grand total is about 36,500 emails annually.
Let’s face it, a large percentage of those emails are going straight to the trash or sitting dormant in inboxes, and it’s probably happening with the emails you send to agents and clients, too.
While some professionals believe email marketing is dead, it has actually been proven that emails are 40 times more effective at acquiring new customers than Facebook or Twitter. That’s a large conversion rate your insurance Brand is missing out on if you don’t have an email marketing strategy in place. But simply sending a mass email to your contact list isn’t enough to break through the thousands of emails your agents receive each year.
Some independent insurance agencies have a love-hate relationship with Google search engine results’ pages (SERPs). For the most part, the relationship is one of unrequited love. It’s a tale that goes way back to 2011 when Google instituted the algorithm update that set the stage for the way websites ranked in their SERPs – Panda. Google’s Panda algorithm emphasized quality content, which many websites didn’t have at the time.
Overnight, independent agents using Black Hat search engine optimization (SEO) techniques realized their relationship with Google had to be genuine. No more keyword stuffing, spamdexing, or buying links to rank higher in SERPs.
Panda and every other algorithm update since 2011 isn’t a tale of love lost. It’s one of an enduring relationship that continues to evolve. Ultimately, with the help of insurance marketers, many insurance agencies are once again in a mutually beneficial relationship with Google using effective strategies that increase their SEO ranking.
Digital marketing is a new frontier when it comes to your insurance Brand. Although it’s a facet of marketing, insurance marketers are discovering new digital marketing strategies to improve independent insurance agents’ web presence every day.
One important aspect of digital marketing is your insurance website. Your website is your online presence that’s an irreplaceable anchor of your business. An effective website helps your Brand generate leads and acts as a knowledge base for your clients. It is the heart of your digital marketing campaigns. As such, it’s imperative that you measure the effectiveness of your website by analyzing your web metrics.
One of the best ways to promote your content is through the use of social media. For the most part, you have “free access” to reach thousands of potential customers at the click of a button.
Today, it is easy for insurance organizations to promote their differentiation on social media in the hopes of their audience sharing and engaging with their content. But, how do you ensure your content is promoted in a way that will entice this desired engagement?
It all begins by focusing on things that are unique about your Brand. Next, craft eye-catching blog titles that align with your distinction and attract viewers when scrolling through their social media newsfeed. Use the following tips to ensure you are writing blog titles that stand out from the crowd on social media. In the end, you will create an intriguing post that will have customers and prospects interacting and sharing with their connections, and ultimately increase conversion rates for your insurance Brand.
Picture this: After talking to your business associates and network connections, you’ve finally found what you think is the perfect insurance agency for your commercial lines coverage. You decide to conduct additional research to learn more about the agency and the value they provide their customers. After waiting for their website to load, you are surprised when you are greeted with a generic home page and outdated graphics, and suddenly become frustrated with the features on the website and the lack of information it provides. After only a few seconds, you find yourself closing the web browser and starting your agency search over.
Sound familiar? This experience is what consumers may have when visiting a poorly designed or outdated insurance agency website, and it’s a surefire way to scare off tons of potential policyholders.
“How much revenue is the marketing department responsible for bringing in?”
Every C-suite has asked that question.
A few years ago, many marketing professionals couldn’t give their boss a definitive answer. Nowadays, marketers in the insurance industry are expected to be fluent in the metrics and analytics involved in their company’s marketing campaigns. Thankfully, marketing analytics tools have made it a much easier task to track marketing metrics, allowing companies to calculate exactly how much revenue is being made from their campaigns.
Your website is more vital to your insurance marketing strategy than ever before. It allows you to cut through the noise and become consumer facing at the right time and place. Gone are the days of creating an ad, placing it on a billboard, and hoping that it pays dividends to your insurance Brand.
Now, marketers have the opportunity to reach millions of consumers at the click of a button, and increase revenue-generating efforts through effective and engaging websites.
But, how do you ensure that you are building a website that will generate the results you deserve? It may seem difficult to break through the internet clutter, attract visitors to your site, and have them engage with your Brand. With the right tools, you can build an insurance website that generates revenue and builds your customer database.
In the insurance industry, risks are ever-present. Each day, insurance carriers rely on their underwriting departments to methodically evaluate risk exposures, coverage amounts, and premium values; it’s critical to the success of the industry.
Independent insurance agencies must take this same approach and consider what tools they can use when it comes to insurance marketing. As an agent, you must mitigate marketing risk using proven strategies, such as marketing analytics, to help you measure your return on investment.
Blogging is an essential part of marketing in today’s digital-centric world. Each time you publish a blog post, you are providing fresh content that is relevant and exciting to your current and potential customers. But, the internet is cluttered with an enormous amount of information that your potential customers could stumble upon (while you remain hidden) in the pursuit to find the answers to their questions.
So, how do you ensure that they find your insurance blog in their searches? By following these 7 search engine optimization (SEO) tips, you will increase your search engine credibility and allow your insurance blog to be found online.