Starting an internet marketing campaign or even improving an existing one can be a challenging task. Where should insurers start and what should they focus on? Here are 10 great online ideas to help your agency improve your online marketing initiatives.
1. Blog and vlog
Blogging is a great way to showcase your expertise and drive traffic to your website. General topics are usually lost in the shuffle. Consider writing about very specific topics that are relevant to your customers and prospects. For example, if you are a truck insurance agency, it means topics about CSA updates, DOT regulations, fuel economy, fleet management, fuel theft, cargo theft, etc. Use videos to make your blogs more engaging and tacky. And make sure your blogs (and website) are mobile-friendly!
2. Improve Your Google Ranking/Insurance Agency’s SEO
Google ranking is one of the holy grails of internet marketing. Being on the first page is where it is. When evaluating your online marketing initiatives, keep in mind how they can positively impact your search engine rankings. Track your SEO progress and review your website analytics to determine where your traffic is coming from.
3. Create a webinar series
Too few agencies use online webinars. Monthly or even quarterly webinars go a long way in elevating you from an insurance sales force to an advisor and consultant. Webinars can be recorded and offered as high-quality on-demand digital collateral after the webinar. And webinars provide a valuable reason to reach out to customers and prospects in ongoing email drip campaigns.
4. Use explainer videos
Explainer videos, also known as value proposition or whiteboard videos, can be very useful for online marketing because they are typically short, tacky, entertaining, and reusable across multiple media. They can be posted on your insurance agency’s website, your branded YouTube channel, Vlogs, and in an email marketing campaign. You can give your best sales pitch to any prospect. Create videos for every major silo in your company (commercial lines, personal lines, benefits, manufacturing, trucking, etc.) and distribute them widely through social media.
5. Maximize Social Media
Social media is often an untapped resource for most agencies. Every agency must have at least a professional and branded presence on all major social media platforms, including LinkedIn, Facebook, Twitter, YouTube and Google+. Furthermore, they should have a “respectable” number of followers. Social media advertising can be effective for agencies, but this is a more complex initiative and must be staffed in-house or outsourced to an expert.
6. Create a Google+ desktop page
While most people don’t use Google+, Google will reward you with better page rankings if you create one and post regularly. It only takes a few minutes and it’s worth improving your search engine optimization initiative from your insurance company.
7. Use customer testimonials or case study vignettes
Happy customers will always sell your business better than you can. Create a profile of your loyal customers and ask them a few questions about what they like about your company. Even better, make a video and post it on your website. You can also create anonymous case study vignettes, short case studies of customer success stories using the type of business and general location, but not their names.
8. Make the most of LinkedIn (and let your employees help)
If your agency is a commercial line or benefits agency, LinkedIn is the right place for you. You should invest time in LinkedIn to ensure a professional company page, ongoing messaging, and to establish policies to help your employees support your agency marketing efforts on LinkedIn. Join groups and create your own groups to increase your reach.
9. Press Releases – News Releases
Press Releases, often referred to as News Releases in the rapidly changing world of PR, provide agencies with a great online opportunity to increase their brand awareness and improve their insurance agency’s search engine optimization. There are both free services and paid services available to agencies. Needless to say, all press releases should start as a post on your insurance agency’s website, then move to a news release service, and then be distributed via social media.
10. Use Online/Email Newsletters
E-newsletters offer agencies the opportunity for high-quality, direct communication with customers and prospects. There are many cloud-based solutions that offer attractive, mobile-compatible newsletter templates. Or you can outsource this initiative to a skilled insurance marketing agency. A great email marketing newsletter campaign can have a big impact on your online marketing efforts.
If your agency doesn’t have the in-house resources to run your online initiatives, consider outsourcing them to a skilled insurance agency marketing agency.