The insurance industry is competitive, so you need an effective insurance marketing plan to help set you apart. We’ve compiled 10 insurance marketing strategies to promote yourself as an agent.
We discuss ten effective insurance marketing methods below.
The first step in improving your insurance marketing strategy is to reevaluate your existing marketing efforts. This starts with your website.
Potential customers will form an opinion of your insurance company based on their first impression of your website.
Your website is the focal point of all your online marketing strategies. It should be one of the biggest ways you generate leads.
Reevaluate your existing website to find opportunities for improvement.
Here are a few things you should consider when updating the website for your insurance business:
Is your website easy for new customers to navigate?
Does the content on your website tell the right message?
Are the images and headshots current?
Is your contact information correct?
Are your call-to-action buttons effective at driving lead generation?
Did you link your corresponding social media accounts?
Does the design prioritize a seamless mobile experience?
Are you taking advantage of the benefits of having a blog on your website?
Is your website optimized for SEO?
If you don’t already have one, can you add a login portal for existing clients to access their account and policy information?
Don’t be afraid to hire a professional writer to upgrade your content or a web designer to create a new landing page. When done correctly, these investments in your business can have big rewards.
Ranking high in search results is important for attracting new customers who are searching online for the right insurance company.
Focusing on search engine optimization can help your insurance business rank higher in search results.
Here are a few tips for engaging in content marketing and prioritizing SEO:
Conduct keyword research to determine which keywords you should be targeting. This can be done with helpful tools like Semrush. Semrush is a great tool for performing keyword research for your website, blog posts, and PPC ads. Check out our comprehensive Semrush review to learn more.
Incorporate keywords throughout your website in places like headings, URLs, and image alt text.
Create a Google Business profile. Add your business information and work on earning positive online reviews. Google Business listings are a great way to attract new customers.
Earn backlinks by partnering with other high-ranking websites. This involves writing content and having it published on their website.
SEO is a long-term marketing effort. Results will be built up over time, not immediately.
After you’ve reevaluated your website with a focus on SEO, a great insurance agency marketing idea is to run PPC ads to your new and improved website.
With PPC, or pay-per-click, ads drive traffic to your website. When someone clicks on your ad, they will be redirected to your website or landing page. They will then explore your offer or services as displayed on your website.
Some marketers direct PPC ad traffic to the company’s landing page. Another option is to create a new landing page with an offer that addresses specific customer needs.
The people who are clicking on your ads are most likely interested in your insurance policies, which means this tactic can help you obtain more qualified leads. Pay-per-click tools can help you maximize your insurance marketing strategies.
When done correctly, it’s an effective way to drive more leads to your insurance business website.
Building a presence on various social media platforms is a great way to market your insurance business.
Social media is a great place to reach your target market, engage potential customers, and showcase the personality of your insurance agents.
Start by determining which platform makes the most sense for you. Should you focus on TikTok, Instagram, or LinkedIn? Which platform is your target audience spending their time on?
Then, after you’ve decided which ones you think would be the most effective, focus all your social media marketing efforts on those ones.
You can create social media profiles for both your insurance business as a whole and your individual insurance agents can also create their own profiles.
Social media provides a great opportunity to come up with the most creative marketing ideas for positioning yourself as an industry leader.
If you’ve been in the insurance industry for a while, you most likely already have a network of existing customers. Incentivize your existing customers to recommend new business to you with an enticing referral program.
Referral programs provide monetary compensation for each person referred to you and becomes a customer.
This means that you’re making money off of these new clients, and the people who referred them to you are also being rewarded. It’s an effective way to earn insurance leads and increase sales.
The best part is that your customers already have a positive opinion of you, and they will pass this positive review on to the people they refer. They’re already putting in the big insurance marketing efforts for you.
Challenge each insurance agent that works at your company to capitalize on their existing customer base to draw out potential customers. Make phone calls to these clients to see if they have anyone they would like to refer to you.
However, your referral bonus must be worthwhile. If the referral program you offer isn’t worth the effort for people, then you won’t see great results, and you might even end up insulting your current clients.
Newsletters are another key part of having an effective content marketing strategy for your insurance business.
Starting a newsletter is a great way to further educate your target audience about the insurance products you provide.
Insurance agents can dive deeper into health insurance, auto insurance, and other types of insurance that they offer. By sharing valuable information, you can further develop relationships with your clients.
Here are a few ideas for how you can build relationships with potential customers through your newsletter:
Create an email funnel that nurtures new subscribers. Start with an introduction to your company, then explain an important insurance product, and so on.
Automate follow-up emails after you have initial contact with potential customers.
Personally invite them to local community events that you will be sponsoring or attending.
Send them well wishes for important milestones while gently reminding them of insurance products they might need. For example, if they have a milestone birthday or get married, inform them of the different types of insurance they could need at these new stages of their lives.
Insurance agents can build up their email list over time with every new client they acquire. You can also place a call-to-action button on your website where people can sign up for your newsletter directly.
Email marketing can be a great option for insurance companies, no matter their marketing budget. Newsletters can be relatively low cost based on the size of your email list and which email marketing service you use.
Check out our article on the best email marketing software for more info.
While digital marketing is very important for promoting your agency, in-person insurance marketing is equally as important.
Here are a few insurance marketing ideas for promoting yourself in person to your community:
Sponsor a local event that is relevant to your business.
Partner with local businesses to leave your business cards in their lobbies.
Take out ads in newspapers or on billboards and radio channels.
Attend networking events where you meet other professionals in the area.
Becoming a key figure in your local community is a great way to promote your insurance marketing business and corresponding insurance agents.
You can partner with influencers to improve your content marketing strategy and increase brand awareness.
Here are a few insurance marketing strategies for partnering with influencers:
Engage in video marketing. Have the influencer create videos where you answer their questions about insurance.
Prioritize content marketing. Have the influencer write a blog post on their website about the importance of insurance and how they had a great experience working with you to obtain it.
Ask to be a guest on a local podcast or radio show with a substantial following.
Influencer marketing is one of the best insurance marketing ideas because it enables you to tap into an existing audience with a trusting relationship with that particular influencer.
Now that we’ve discussed eight insurance marketing ideas, we still have two more helpful ideas to discuss.
One of the most effective insurance marketing strategies is listing your agency in company directories.
Company directories will help your agency reach customers in places they already trust. It will be easy for more customers to find your business when searching in directories they have used.
Being listed in company directories is another one of the most effective insurance marketing strategies because it helps your agency build trust with your audience.
Your insurance marketing strategies should also include printed materials.
Brochures, business cards, and other informative sheets should be one of your prioritized insurance marketing strategies.
For example, you could create a sell sheet detailing each insurance policy you offer. This could be handed out at the networking events you attend or posted to local businesses.
Your printed materials should give potential customers just enough information to make them want to contact you and learn more about your services.
If you’re a non-designer but looking for an easy design program to help you create brochures and marketing material for your agency, Canva is a great place to start. Check out our full Canva review to learn more about this helpful design program.
We’ve given you ten effective insurance marketing strategies to help you promote your business. These ideas are meant to help you elevate your position within the insurance industry. We wish you the best of luck in promoting your business!
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