You’ve heard the old saying, “work smarter, not harder” at least a thousand times, but have you ever thought about how you might work smarter, not harder? Working as an agent in the insurance industry isn’t easy, so wouldn’t it be nice if you could lighten your load and have leads come to you rather than seeking them out? Of course it would be, but how?
Two words: Internet marketing! Regardless if you love or hate technology, as a successful insurance agent you should be embracing all of the marketing opportunities available to you via the Internet. If you’re not, do yourself a favor and check out your competitors online. How does their online presence compare to yours? If it’s bigger and better, then they are most certainly getting and closing leads you never even had a chance to introduce yourself to, and they are loving that you haven’t given them a run for their money.
On the other hand, if their digital footprint isn’t bigger and better than yours, you’re missing out on a golden opportunity to steal the stage online! Either way, you have some work to do.
Here are some tips you can use to improve your Internet marketing, reach more potential leads, and improve your online presence.
Search engine optimization, or SEO, is a great investment of time or funds for anyone who has a website. But it’s a smart investment especially for insurance agents or agencies because your potential clients are shopping around online. That means Internet marketing for insurance agents is important to success, and (depending on your competition) it could even be essential.
With over 1 billion websites on the web, Google and other search engines needed to come up with a good way to quickly decide how they would deliver the best search results to their users. Ultimately, the goal of a search engine is to deliver the best results possible so users have a good experience, trust the search engine to deliver good results, and return to search there again.
As a result, many marketing ideas for insurance agencies revolve around providing a positive user experience. There are several things you can do to optimize your website for search engines:
Keyword research: This is the first step to crafting a strategy for SEO. Keywords are a very important part of SEO because Google and other search engines use them to figure out what your site it about, and if it’s appropriate to deliver it in search results based on the search query.
Title and meta tags: These are another great action item to optimize your website. Once you have decided which terms and phrases you’re going to target based on your keyword research, you’ll want to naturally and accurately use those terms in the title tags and meta descriptions of the appropriate pages on your website.
Content: The content on your website is very important. It should never be over looked or minimized. That’s not to say that you want to repeat yourself over and over again, or even that you want 3,000 words of fluff that doesn’t make sense. The point of content is to have both quality and quantity. Use your copy to educate your visitors, answer their questions, and provide them with enough information to establish yourself as a reliable source and expert in the industry. Insert the keywords you previously determined to target naturally within the copy so search engines can figure out what your page and site are about.
Internal linking: This is when you link one page on your site to another page on the site via a term or phrase within the content of the page. This strategy helps communicate to Google the pages that are important on your site.
Link building: Building links is another important part of SEO, but one that should be done carefully. Links are great… most of the time. If another site links to your website, it typically sends a good signal to search engines, and that’s because it means that other website trusts you enough to send their traffic to your site. Links aren’t good when they aren’t natural, however. It’s okay to contact a blogger and provide them with the address of your website if you notice that they mentioned you or your insurance agency, but it’s not okay to buy links.
Pay-per-click advertising is another great way to market yourself or the insurance agency you work for online. PPC campaigns give you great control over who you market to, when you market, the message you send, and how much you want to spend. It’s never been easier to track the success of a marketing campaign than it is with PPC.
Remarketing campaigns, which are another component of PPC, allow you to remarket specifically to users who’ve already visited your website and meet a certain criteria. For example, you can have an advertising campaign that is shown only to people who have been to your website over the past 60 days, spent more than a total of 3 minutes on the site, and viewed the contact form… but didn’t actually submit the form.
As you might imagine, because you’re able to show ads or special offers to users you know are already interested in your company and services, the conversion rate for these campaigns is typically a bit higher.
Long-form content is an in-depth piece of content about a topic that others are looking for more information on. The purpose of long-form content is to provide users with answers to their questions, a resource for people to share, and to continue to establish yourself as an expert in your industry that can be trusted, not just another insurance agent.
LinkedIn, Facebook, and Twitter are all great social channels for insurance agents to use to promote themselves or the insurance agencies they work with. Social media is essentially digital networking and has very similar rules:
The best way to implement any of these insurance agency marketing ideas is in steps. Don't throw yourself into a full-fledged marketing plan all at once, or start every single social media page on the same day. Take one step at a time to ensure you're both prepared and aware of the time and resources you'll need to commit to each component of a marketing method.
Start small: Choose one of these methods that you think you need the most, or that seems like the easiest for you to invest in. For example, you may know that your website isn't ranking very well at all, so you may start with SEO. Or you may already be writing content for emails, so you might try to repurpose that into long-form content articles for your website, which is an easy switch to make. After you've done that component for a little while, you can consider adding another step or marketing method.
No matter what, just don't be afraid to ask for help. There are plenty of knowledgable, experienced, and dedicated marketing firms out there that are willing to lend you a hand with your online marketing—and WebpageFX is one of them.
If any of these strategies sound like they might work for you, but you’re just too busy or overwhelmed to do it alone, we can help. WebpageFX has a team of web strategists who are dedicated to helping clients get more from their online marketing campaigns. Whether you’re looking to set up a full online marketing package, redesign your website, or just try out one or two of these methods, we can do everything for you from start to finish. We don't just offer marketing tips for insurance agents—we deliver results.
Contact one of our experts by phone or online today to get a completely customized quote for marketing your insurance agency online. We look forward to finding out how we can help you stand out!
Find out how WebpageFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.