insurance digital marketing strategy

How to Develop A Digital Marketing Strategy for an Insurance Company

When you create an insurance digital marketing strategy, it’s not like creating any old strategy. The insurance industry is diverse and complex and requires an extra something special to really make a mark and earn results.

If you’re setting out on a journey to develop an insurance digital marketing strategy, you’ve come to the right place! We’ve got our best tips to help you develop a marketing strategy that will help you stand out in the competitive market and attract new policyholders.

Insurance Digital Marketing Strategy: Best Practices

It’s no secret things have changed when it comes to marketing in the insurance world. The industry has only become more competitive as insurance companies have headed into the online space to try and get their names out there.

Insurance marketers now need to find ways to break through the online noise in order to get quality leads that convert. So, what exactly should you be doing to develop your strategy?

Create a Website to be the Hub of Conversions

If you haven’t already, you need to create a website for your insurance company. Not just any old website but one that is built to be the hub of where your customers will go to convert. It’s also the spot they will get all of the information they need on your insurance company.

You have one, quick chance at a first impression which means your website landing page needs to grab users right away so they won’t feel tempted to move onto another provider.

Understand what is going to be most important to them and present it in a way that speaks to their needs.

You will also want to ensure your website has quick loading times, plenty of calls to action and easily accessible contact information.

After all, the goal of your website will likely be to encourage the user to contact you about your insurance services. You might even consider installing a chat feature so they don’t need to wait to get answers to their questions.

The easier you make it the more likely users are to stay and become customers.

Website SEO to Attract Valuable Customers

Once you have a fantastic and optimized insurance website ready for customers to use, you will need to find ways to get them to visit it. One of the best ways to do that is with the power of Search Engine Optimization (SEO).

As potential policyholders’ type in certain search terms and phrases on a search engine, they are given a list of results. In order for your insurance website to show up in these results, you need to match these search terms with keywords in the content of your website.

In addition to keyword matching, there are over 200 factors that contribute to how you rank in search engines. Some of the most essential include optimizing title tags and descriptions, making your website mobile-friendly, adding schema markup, and having quality backlinks.

A Website Blog to Support SEO Initiatives

A blog is a key element in your insurance digital marketing strategy for two reasons.

  1. It helps to generate traffic to your website as you can include more keywords and more content on your site.
  2. It provides valuable information to your users which ultimately helps you to gain authority in the eyes of search engines – major SEO plus!

Insurance companies can specifically benefit from writing blogs as it gives them the opportunity to explain complex topics in terms that make sense to customers. You might write about something like “How to File a Claim” or “Does a Home Insurance Policy Cover Flood Damage?”

Paid Advertising for Even More Visibility

Pay-per-click (PPC) advertising can be a major help when it comes to getting your insurance website to the top of search engine results pages (SERPs).

One great idea for your insurance company’s PPC ads includes talking about competitive rates. Many consumers are looking for a great deal, and that includes their insurance policy! Presenting a deal right off the bat can help to set you apart from the crowd.

Speak to Insurance Company Differences

Just like how you might use an ad to show what unique offer your insurance company has to provide; you can use your content to speak to your differences.

If you have great reviews, unique services offerings or even a team that brings experience unmatched by competitors, you can use your content to talk about it.

You might put this information on the homepage of your website or create social media posts that point out how your company’s differences will benefit the customer. This helps them to see what gives you a leg up and guide them through the decision-making process.

Getting Started on Your Insurance Digital Marketing Strategy

While each of the discussed elements are essential to the success of your insurance digital marketing strategy and are certainly a great starting point, they are just the beginning.

There are tons of additional best practices and ideas you can use to take your strategy to the next level. Interested to learn more or to get started with some help in developing your insurance digital marketing strategy? Asset Digital Communications is here for you.

Get in touch with us and book your free consultation today!