The Breakdown of the 7 DIGITAL MARKETING BEST PRACTICES FOR INSURERS
It’s a very connected world Knowing the best practices in digital marketing will help you stay a as a part of it. Offline marketing methods aren’t going to be the sole source of information for brokers and insurance agents. To get more leads and better connections with your customers, you require Digital Marketing in your tool kit.
Customers have high expectations of their customers. Insurance companies with a strong online marketing presence can meet their customers’ expectations. The ability to request quotes as well as conduct research and then finalize policies online will appeal to clients. They are able to quickly and easily navigate through insurance transactions. By clicking, potential customers can get a quote immediately when they click from an Facebook advertisement to the landing page.
“The secular trend towards online shopping for insurance – driven by changing consumer preferences, expanding digitization of insurance products and workflows and new distribution models – is pressuring insurance market participants to rethink their marketing strategies and allocation of their distribution resources,” is the conclusion of the study conducted by EverQuote and conducted by Stax.
Being in a position that you can provide a positive online experience to your customers is a great step to the best digital marketing practices. This article will explore the fundamentals. These strategies can help you fine-tune your digital marketing strategies to produce engaging web and social media content.
#1 CREATE CONTENT THAT DELIVERS VALUE
The efficiency in digital advertising has prompted numerous businesses to rely on content. Videos and blog articles are published online are designed with their brand in the back of their minds. The primary digital marketing best practice is that the content should provide something of worth to the customers. Do not only promote your product.
For instance your blog for your insurance agency’s may include tips for selling for owners of small businesses, as opposed to just the policy that you wish to advertise. These sales tips can be beneficial to potential clients. They are enticed to read your blog and become acquainted the brand. If they are reading an piece that doesn’t appeal to the reader, they might not revisit.
“A nearly 88% of companies who are successful in using content marketing claim that it has created brand awareness, while creating trust and credibility. Just 47% of respondents say that it has aiding in the launch of the new item,” according to an Content Marketing Institute and Marketing Profs survey that was which was commissioned by ON24.
Also, your content marketing should not be promoting the sale of products and services. It should entice potential customers by offering them information they’ll appreciate. This could increase awareness of the brand and help build confidence.
#2 USE SOCIAL MEDIA TO CONNECT, NOT JUST SELL
Brokers and insurance agents should utilize social media to truly communicate with customers and prospects.
“The one thing you should try to stay clear of when using social media is explicit sales advertisements. Instead, make sure your content is informative and engaging to entice curiosity and lead customers to your products,” advises the Digital Marketing Institute.
This best practice in digital marketing will help you increase your reach organically through social media. People are more likely to respond to content with a conversational tone rather than sales. Although it’s good to be explicit in regards to advertisements on social media that are paid but with content that is regular Try to make connections more naturally.
#3 MAKE DATA-DRIVEN DECISIONS
Although it is good to be clear in the case of advertisements on social media that are paid and regular content, it is best to establish a more natural connection.
#3 MAKE DATA-DRIVEN DECISIONS
The Three D’s. Data-driven decisions. For instance, if you’re advertising on social media it is important to look at the results to find out which factors are generating the highest ROI. This can help you make better decisions such as running ads on one social media platform over other ones.
Digital marketing encompasses many areas that naturally offer a wealth of information. Marketing platforms for email can give you statistics like click-through and open rates. This can help you decide how to distribute email newsletters in the future.
“With analytics-driven advertising, you will be able to determine which marketing channel is most effective and what message triggers the desired behavior of users. It is also possible to determine what content format is working most effectively at any time regardless of the channel used to market it, be it social media, email or blog posts” says Marketing Insider Group.
#4 OPTIMIZE YOUR WEBSITE
Optimizing your website’s content with relevant keywords is another good method to use digital marketing. By adding local keywords that are related to the geographic area in which you offer insurance will assist potential customers in finding your site online.
Insurance companies should strive to improve their websites’ page loading speeds as well as easy navigation. A host that isn’t reliable or images that are excessively large could make your site slow, notes Marketo. Unsatisfactory user experience could negate your hard work to implement other best digital marketing methods. This could lead to dissuading customers from your website.
“As new technology and new methods come along for content marketing and lead generation, try to avoid cramming too much onto one page…Simple, clean, and easy to understand is the best approach,” says Marketo.
ALSO CHECK: 5 TACTICS TO SELL PROPERTY AND CASUALTY INSURANCE ONLINE
#5 PRIORITIZE ONLINE REVIEWS
You might not consider online reviews to be part of your digital marketing strategy However, feedback from the public can make a difference. It can boost your online presence, and aid in finding new customers.
“First, you can continue to build a rapport and interact with existing customers, and second, you can use their reviews to attract and influence other potential customers to visit or purchase from your business,” Fundera says. Fundera.
Be sure to make it known the fact that you’re on review websites such as Yelp. Include an link to your company page on your signature email. It is also possible to directly ask customers to leave reviews once they sign up for new policies.
#6 DON’T TRY TO BE EVERYWHERE AT ONCE RIGHT AWAY
The world is full of facets of digital marketing. One of the most efficient strategies is to keep in mind that you aren’t able to be everywhere at the same time. It’s not realistic to believe that you will be successful in every channel, particularly when you’re just beginning to build up your marketing through digital channels.
If you’re hoping to build relationships via the social networks, don’t have to be on every platform. Instead, concentrate on the ones where your customers are most prevalent beginning with just one or two platforms that you’re committed to regular participation on. In the event that you don’t, you’ll spread your resources too thin and end up not effective across every platform.
Alongside social media, be aware that not every marketing channel or tactic should be considered a top priority for your company.
There are other insurance firms hosting webinars, and although it is certainly a good idea for many companies, it’s not the right fit for your company at the moment. You may just have the time to design an electronic marketing campaign. In time, you’ll be able to expand to webinars, but you don’t have to be everywhere at the beginning.
#7 DEVELOP A COHESIVE MARKETING STRATEGY
Finally Insurance brokers and insurance agents should strive to create an integrated marketing strategy that is applicable to all channels they select to use. This best practice for digital marketing involves establishing strategies to get the most benefit from marketing efforts and to find synergies wherever it is possible.
A more cohesive approach could involve redirecting your social media contacts to your email marketing list which allows you to be more explicit in discussing the options for insurance policies. You can make choices such as the repurposed blog posts as content for social networks, which means that different resources aren’t coming with exactly the same content on each channel.
In addition, you might discover ways to tie your offline and digital marketing. Your direct mail marketing campaigns may contain a link to an specific landing page that will help you convert your mail recipients to email users.
PUTTING IT ALL TOGETHER
These best practices in digital marketing will help your insurance company or brokerage achieve greater results in reaching out to new customers on the internet. You can also build deeper relationships with your current customers. By creating content they will appreciate and which will make them feel confident about your brand instead of believing that you’re selling them something after you’ve closed the sale.
You can apply the best practices in digital marketing, even if it requires taking an unintentional step away from the current marketing practices in order to calibrate. This can result in greater growth over the long term.