Is Digital Marketing Essential for Insurance Companies?
The world of digital marketing is fast-moving, new techniques and new opportunities pop up every week, whilst Google, the number one most used search engine changes at a very fast pace. The world of marketing for insurance is also moving fast. The industry is evolving and combining with our society which means that the sector is driving to quickly modernize.
Marketing a service or a product is a need rather than a want and it can become challenging. This is particularly true with insurance companies as a lot of people struggle with different products and different companies. As the old saying goes “work smarter, not harder”. When it comes to expanding your business and earning more clients, digital marketing is the way to go. With the power of the internet, consumers are now more informed than ever before. Before making any decision on purchasing a service or product, consumers do their research, check out reviews online, and ask their peers for recommendations. Insurance companies must adapt to this in ways of targeting consumers.
As an insurance provider, there are many marketing opportunities available online to you that could be implemented into your digital marketing campaign. With the right strategy, you can convert more leads, outperform your competitors, and reach your target audience.
So, let’s take a look at the ways digital marketing is essential for an insurance company to succeed.
What is Digital Marketing?
Digital marketing is a growing and exciting field that will benefit insurance companies immensely. Digital marketing will deliver results, improve your internet marketing, improve your online presence, and reach more potential leads.
The importance of Digital Marketing
Digital marketing encompasses many different marketing strategies which include SEO, pay per click, social media marketing, email, display advertising, and content marketing. First off, a company will need a secure website with ‘https’ rather than ‘HTTP’ this gives them a ranking boost on search engines. Having a website that is secure will build your credibility and trust between the customers and the company.
According to WordStream, the word “insurance” is the most expensive keyword to bid on, voice search enables search queries to be more complex and conversational, therefore bidding on individual keywords is a waste of money. It is essential that you utilise SEO techniques to ensure that your insurance company ranks well in search engines.
Create a performance-driven and comprehensive website
When it comes to digital marketing for an insurance company, a website is more than just a tool for branding. A website gets your message across and communicates your brand image to your audience, it is a very useful resource for consumers. Consumers only make a decision on which insurance company they would go for by carrying out extensive research. The website that is developed for your company should not just be aesthetically pleasing but it should also be user-friendly and easy to navigate.
Get your website optimised with SEO to gain greater visibility and drive organic traffic. SEO techniques like getting featured on Google local listings and Google my business can also help people learn more about your business.
Invest in SEO (Search Engine Optimisation)
If you have a website the only way you are going to be found is if you invest in SEO. For consumers to interact with your website, policyholders must be able to find your site on the world wide web. It is a smart investment for insurance companies as most of your consumers would be searching online. The ultimate goal of any search engine such as Google is to deliver the best results possible and allow the users to have a great experience online. There are many ways to optimise a website some include keyword research, title and meta tags, link building, internal link building, and content.
Utilise unique content marketing
Content marketing is suited uniquely to the marketing needs of insurance brands. To choose an insurance provider it is not a quick decision, a customer will need to renew their plans and even then, they still can decide to change to a different insurance provider. Having effective content marketing can help gain the trust of your audience by getting your brand established. Content marketing with SEO will help you rank higher and reach a wider audience. Content marketing can be done in many different forms such as blog posts, informative videos, and much more. The content should be useful to the audience.
Be active on all Social Media Platforms
When done correctly, social media can establish your brand as being customer reputable, trustworthy, and focused. Social media is a powerful way of engaging with your target audience and develop your brand identity. By doing unique and creative posts, digital marketing for insurance will develop and create awareness of the service and product while also keeping your audience entertained. When it comes to the insurance decision-making process, mobile and digital channels play a huge role. It is essential that your website is optimised for mobiles. 67% of consumers will use their mobile to purchase an item. Social media platforms include Facebook, Twitter, Instagram, and Snapchat. It is therefore at the best interest of any insurance company to create social media and engage with customers and also gain some following.
PPC Advertising
As we all know that SEO is needed to create rankings on search engines. PPC is a great way of marketing insurance online. PPC campaign will allow you to have control over when you market, who you market to, how much you want to spend, and the messages that you send. It is never been easier to get a successful marketing campaign than with PPC. When you search for a product or service online through your mobile, nearly all the top part of the screen is showing PPC ads. Since mobile traffic has been outpacing desktop traffic, a lot more people are clicking PPC Ads. If you choose to go with PPC, the insurance industry has the highest average cost per click, so it’s important to team up with someone who knows what they are doing otherwise it may be a waste of money in the long term.
Script long content
Script long-form and in-depth content on a topic that others would like information on. It should be relevant content that makes sense and is informative to the reader. By doing so you will continue to establish your brand as an expert in the insurance industry and people will trust you a lot more. The purpose of long-form content is to provide users with answers to their questions.