Google My Business is a must-have resource for insurance marketing. With many insurance agents and clients relying on local search to learn more about insurance, Google My Business is an easy-to-use inbound marketing tool that places your insurance organization in prime territory in search engine results pages (SERPs).
Insurance Brand Growth
With the fate of the Affordable Care Act (ACA) in the air, now is the perfect time for your insurance agency to be the go-to source for your clients’ insurance needs. This transitional period is an opportunity for your organization to gain new clients, and increasing traffic to your website is the best way to attract and convert customers. But, how do you actually create this increase in website traffic? By utilizing the following SEO tips, you will ensure visitors are finding your content during their searches, generating more online traffic and new clients for your insurance Brand.
The web plays a huge role in the way agents receive insurance-related information today. Take a moment to think back to the last business decision you made. You most likely started with Google, searched your questions, read a few articles, and developed an understanding of possible solutions that you would then use to discuss with coworkers and other colleagues. You were able to answer your questions within minutes – a process that used to take days (or even weeks) a decade ago.
This process that independent agents take before deciding on an insurance broker is better known as the buyer’s journey. Understanding the path agents take before calling your sales team is vital to converting leads. Allow your organization to become a part of this journey by creating content that targets prospects at each stage. To paint a better picture, we mapped out each stage of the buyer’s journey to help you build out an insurance marketing strategy that brings more agents to your organization.
Your insurance agents are rock stars, and they know it. They excel at selling insurance services and maintaining their customer base by engaging with them daily.
They come to you to learn how to be a better agent. They come to you for high-quality content that converts. They come to you to learn how their Brand can reach new heights when it comes to insurance marketing.
With that in mind, you can’t offer rock stars mediocre insurance marketing strategies. They deserve the red carpet treatment. They want the best, and these days, the best in insurance marketing is video marketing.
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.
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.
Numbers matter when it comes to your insurance agency. When you set a goal to sell ‘x’ number of policies throughout the year, measuring where you ended the year will show you how effective your strategy was during that period. If you hit your target, then it’s safe to say your strategy is working; however, if you missed your goal, then your strategy for leads may need some tweaking.
The same premise applies to content marketing for insurance. You can measure the return on investment (ROI) of content marketing by measuring where you started based on where you are now.
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.