Marketing, by definition, is the action or business of promoting and selling products or services, including market research and advertising. For any business to be successful, a strategic marketing plan must be in place, a plan that can adapt and change with the business.
Marketing cannot be handled the same way for every type of business. An insurance agency will require a unique strategy that is custom designed to attract the right customers and help the business grow.
Need tips on how to market an insurance agency? Here are some tried and true strategies from experts who specialize in insurance marketing.
Establish a Strong Internet Presence
The vast majority of people turn to the internet to find anything they need these days. No one is leafing through the yellow pages anymore, so your online presence is very important. The phrase “online presence” refers to much more than just your website. A strong, search engine optimized web page is very important, but that’s only a piece of the overall puzzle.
There are multiple aspects of online or internet-based marketing to focus on:
You need a professional looking website to show customers that your business is competitive with other similar businesses. Your website should be easy to navigate for potential customers who are researching insurance providers. It should also be interactive, inviting the customer to learn more and stay engaged.
The most important aspect of your website content is search engine optimization. When your content contains key words and phrases that are commonly searched, your site is more likely to be at or near the top of the list on popular search engines, such as Google. Website content must also be relevant and focus on the top benefits you offer that are unique and set your business apart from others.
Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, and other social media platforms are an excellent way of marketing your business. People spend as much, if not more, time on these apps than on search engines, meaning a thriving social media presence should be one of your biggest investments. Information spreads like wildfire on social media. The key is to make sure the information that’s going around about your business is positive, which can be a time-consuming endeavor.
Pop-up ads, video ads, scrolling ads, pay per click, remarketing, and other types of online ads can attract a lot of attention. While some people may ignore or block these, statistics show that at least 60% of online shoppers click on the ads they see while browsing the internet. The key is to supply people with what they’re looking for when they’re looking for it.
Sending email to prospective customers is still a successful form of marketing, despite the fact that many email filters send some ads to the junk folder. Experts in email marketing have ways to get around the junk folder to get information to potential customers’ inboxes.
Video marketing refers to video ads on YouTube and other social media platforms. Videos send a strong message because they are vivid, entertaining, and multi-sensory. Properly tagged videos can attract a wide range of potential customers.
When most people take to the internet to purchase something, they are highly influenced by reviews. Customers who have tried a product can write an online review, giving the product a rating (usually within a range of 0-5 stars with 5 being the best). Reviews can include comments about their opinion of the product and to explain the reason for the rating they gave. Positive online reviews can boost your business significantly. On the flip side, negative reviews can be harmful, so it’s important to monitor online reviews carefully.
Musselwhite Marketing: Insurance Marketing Specialists
Now that you have a basic understanding of how to market an insurance agency, you realize not only the importance of online marketing, but the complexity and time-consuming nature of it. This is why working with a professional marketing agency can help you effectively manage your online presence to grow your business and stay competitive in today’s market.
Call (951) 291-1774 or contact us to schedule a complimentary 15 minute discovery session today. We look forward to working with you to grow your insurance agency.
Linda Musselwhite is an author, speaker and co-owner of Musselwhite Marketing (est 2009). Linda’s previous positions as Human Resources Administrator. Combined with extraordinary customer service makes her the obvious choice of day to day operations for Musselwhite Marketing.
Connect with Linda on LinkedIn.