With more and more people using search engines to find products and services, digital marketing for insurance brokers has become an essential tool to help them become visible online - allowing them to position themselves s experts and find more clients. If you want to be successful with digital marketing and gain more clients, then there are certain elements that need to be considered before diving in. Below is a list of marketing strategies that insurance companies can implement to increase their brand awareness, online visibility and ultimately get more clients.
How do insurance brokers get clients?
As an insurance broker, you have the skills that enable you to help your clients make smart and informed decisions when it comes to protecting their family's well-being and financial future. Successful digital marketing for insurance brokers starts with a strong foundation, in this section, we will explore how to ensure you get off to the right start, allowing you to grow your business through these proven principles.
1. Define & Understand Your Target Audience
As an insurance broker, it’s important for you to define their target audience because doing so will help you tailor your message and allow you to attract more clients. Insurance brokers who specialise in working with a particular niche or audience are able to answer their specific needs and pain points, which results in a far more effective message than a broad message that attempts to appeal to everyone but speaks to no one. Once you have defended your target audience, you need to understand their language and tailor your offer to appeal directly to them.
2. Nurture Customer Relationships
As the insurance broker, you are responsible for delivering a tailored solution that satisfies their needs. In order to achieve this, it’s essential to understand what motivates them and how you can address their pain points. Work on nurturing the relationships you have with each of your clients, going above and beyond and providing personal touches where possible. For example, you may decide to send Christmas and birthday cards to your clients and write a handwritten note to special clients thanking them for sticking with you. The combination of providing excellent customer service, with a personal touch will solidify your relationship and ensure they remain your client the next time they are approached by your competitors
3. Generate Referrals
As an insurance broker, generating referrals is a major key to long term success. More often than not, a referral will be much more loyal and engaged in your services than someone that you cold-called - because those referrals are coming from friends they trust - so you are already credible in their eyes. If you have an existing client base then you can leverage it by asking your clients for referrals, you may even want to give an incentive like a movie voucher or gift card. Another way to generate referrals is by creating a referral partnership with a business or professional who has complimentary services offering but does not directly compete with you. An example of this could be an accountant; you could reciprocate this relationship by referring your clients to them when appropriate.
4. Build Brand Awareness and Trust
The relationship you have with clients is based on trust. In order to create these kinds of relationships consistently and on a large scale, you need a strong brand identity and an effective digital marketing insurance broker strategy. When you and your brand are able to make a genuine, honest connection with the needs of your clients, then something incredible happens; you create customer loyalty which provides the basis for an ongoing consumer relationship. The first step in this process is to build a consistent brand that starts with a memorable logo. Then you create a digital marketing plan that will allow you to create brand awareness and increase trust. There are many channels to achieve this, such as promoting your website through search engine optimisation (SEO), engaging in social media and getting online reviews. We will discuss these in greater detail in the next section.
Marketing Strategies Of Insurance Companies
Marketing strategies are a key part of promoting insurance companies, but they can be difficult to successfully implement in such a competitive insurance industry. Insurance companies use many different marketing strategies to promote their products and services; however, one thing remains true - all these approaches require a significant time investment to generate a return on investment. That means it’s important to have your insurance marketing strategy laid out before you get started so everyone knows how best to contribute to their roles.
How can I promote my insurance company online?
With so many people now turning to Google and other search engines before they make any purchase, an online presence can be crucial for your company's success. Every day, people are looking for reliable and trustworthy insurance companies to work with. You want to be the one they choose. There is no shortage of competition in this industry but you can stand out from the crowd by utilising the strong foundation you created in the previous section and applying it to the following tools.
1. Create A Professional Insurance Broker Website
Your financial website is the most important part of your digital marketing strategy. It's the first place potential customers are going to go when they're looking for an insurance company, so it's vital that yours stands out from the crowd. This is why your website, which can be the first interaction potential clients have with your company, should reflect the credibility of your brand. In fact, 75% of your website visitors will judge you and your business based on how your website looks and functions. If your audience don’t engage with your financial website design within the first 10 seconds, they’ll move to a competitor. Three tips to keep in mind when considering a website are that it needs to be fast, secure, and mobile-friendly.
We also recommend the following has been prioritised:
Your contact information is visible on every page, depending on your goals, this could be your phone number or a call to action to submit a form.
You should not only include calls to action for big goals like making contact, but also for other goals like signing up to a newsletter or linking to another page where they can learn more about a specific service.
Ensure your navigation is clear and concise, aim for a maximum of seven menu items. Any more than this will lead to indecision and an increased likeliness that they will leave.
2. Invest In SEO (Search Engine Optimisation)
In order for potential customers to find your website, you need to invest in SEO. SEO is a key part of successful digital marketing for insurance brokers. Without optimising your website for SEO, your website will be invisible to potential customers. A recent study found that 93% of online experiences begin with a search engine. So if you want your business to have a successful online presence, you need to get your website to the top of the first search engine results page for your target keywords.
In order to rank for specific keywords, Google considers over 200 ranking factors, such as:
Website security such as SSL (HTTPS)
The age of the domain
The speed of a website
If the website is mobile-friendly
If the page title and header tags are relevant
The quality and length of the website content when compared to your competitors
If the website has quality backlinks
The user experience, based on how visitors interact with the website
Accuracy of business information, such as company name, address and phone number.
3. Get Online Reviews
According to a study completed by the Spiegel Research Center, almost 95% of customers read online reviews before making a purchase. This means that if you don’t have online reviews set up, then potential customers are finding your competitors instead of your business. We recommend insurance brokers create a Google Business listing, as it allows them to accept online reviews and if optimised correctly can increase their visibility in local search. An example of a local search query is “insurance broker near me”. If you optimise your listing correctly, then it will be displayed if someone near your business location searches for this query. The potential client then has the options to call you, visit your website or get directions to your business (assuming you have a physical address). It’s important to ensure the company name, address and phone number listed on your Google Business listing match your website, so make sure to double-check this. Once your Google Business listing is set up and optimised, start asking your clients for a review, aim to get at least one new review a month to ensure you are staying competitive. If you still think that online reviews aren’t important, then consider that 84% of people trust online reviews as much as a recommendation from a friend.
4. Engaging In Social Media
Social media marketing is an excellent way for insurance brokers to engage with their audience, increasing their brand awareness and staying top of mind with potential clients. We recommend insurance brokers utilise a combination of Facebook, LinkedIn and Twitter in order to have maximum impact. When it comes to social media marketing ideas, posting consistently valuable information is key to long term success. Be sure to tailor your content to your target market, use a consistent tone of voice and reply to comments. Depending on the platform you may be able to boost your content to increase its reach to specific demographics outside your network.
Digital Marketing For Insurance Brokers
It's hard to get new clients, however, if implemented correctly a digital marketing campaign can generate an ongoing stream of high-quality clients. At Capital Design, we are a leading digital marketing agency that helps insurance brokers implement and optimise digital marketing strategies to help them increase their customer base and grow their business. If you would like help getting more customers, then we’d love to hear from you. Get in touch with us to book a free, no-commitment consultation or call us on 0432 412 024.