Marketing is often one of the most challenging aspects of an insurance business. There are several prerequisites to determining some of the best insurance marketing strategies for your business and with the plethora of resources we have online today, it’s easy to get lost in it all. Hubspot reported in 2017 that as much as 39% of marketers do not believe their marketing strategy is effective. This ineffectiveness most likely lies in the misalignment of marketing strategies to their business objectives. Such business objectives should always inform your marketing strategies. So how do you keep your insurance business competitive in today’s tough markets? By developing and implementing insurance marketing strategies that work. Whether developed alongside a business to business marketing agency or on your own, here are 3 insurance marketing strategies that will help keep your business competitive.
Insurance Marketing Tips for Your Business
Build and maintain an effective insurance marketing website for higher conversion rates.
Typically, the website is a client’s first interaction with an insurance business like yours. They may have come across your website via organic search results on Google or other search engines, so when they do land on your page, make sure they come to stay and get what they need from it. Blue Corona reported that 38% of website visitors cease to engage with the website if the content and layout are unattractive. What’s worse is that you only have 10 seconds to leave a good impression on those visitors. If you don’t manage to send the correct message through a visually stunning, informative, and effective website, you lose that visitor—and that opportunity to turn him or her into a client—completely.
Almost half of these visitors head over to your products and services page before exploring other parts of your site, so make sure these pages (along with everything else) clearly outline what you offer. Strategically place information on your website so that visitors get what they come for. Moreover, tell a compelling story. Visitors are more inclined to engage with a website when it tells a story that informs, educates, and compels. But this doesn’t mean you need to place paragraph after paragraph of text. Because attention spans have shrunk over the years, it’s best to keep content short and easily digestible. Visitors will easily be turned off by large chunks of text after all.
Make sure your insurance marketing website is mobile responsive. Visitors often come across your website when a need arises or when they are faced with a question they need to answer. For insurance businesses like yours, they may be interested in policies and other services you might offer. These need-to-know moments often happen while potential clients are on the go, thus the access via their mobile devices. Ensure that your mobile website experience is as seamless as your desktop site experience. Visitors will appreciate an easy-to-navigate experience on both. Effective, accessible, and relevantly designed websites will yield better conversion rates for your insurance business.
Fun fact: In 2017, it was predicted that B2B ecommerce sales will outgrow B2C ecommerce sales by 2020, and that’s next already next year. Now is the time to go online and make sure your reputable insurance business is well-represented by a good website.
Invest in content marketing for your insurance business.
As mentioned earlier, visitors come to your site or to your social channels in their need-to-know moment. They seek an answer to their question, a solution to their problem. Your insurance business can build credibility by providing content that answers their questions and solves their problems. It can be blog posts on the latest news in the insurance industry or editorials by insurance professionals on current events affecting insurance products and policies locally and internationally (Fact: 96% of B2B buyers are interested in content that features input from industry thought leaders, as per Converge).
Whether it’s on your website, LinkedIn page, blog, or other marketing touch points such as email newsletters and downloadable content, make sure that what you offer is relevant to your potential policyholders’ needs. Insurance marketing involves checking for frequently asked questions and common topics that potential clients search for and creating content that addresses such needs. The bottom line is this: you’ll get three times more leads with content marketing than paid search advertising. This may be because content marketing offers what paid search doesn’t: direct answers to your potential clients’ questions and information that will help them make better decisions.
Tap into social media.
While your insurance marketing website and your content marketing strategy might be more one way in terms of messaging, social media can be a venue for you to interact with potential clients. Blue Corona reports that 30% of all time spent online is spent on social media sites. Your insurance business can take advantage of this by connecting with the right audiences. Social media channels such as LinkedIn, Facebook, and Twitter can give you direct access to your potential clients and vice versa. In fact, they are the three most used social media channels by B2B marketers like yourself. As an insurance marketer, use social media platforms to develop brand identity and engage with your target audience.
If your insurance business is looking to partner with a business to business marketing agency or develop strategies in house, consider these tips on how to stay competitive in today’s market. These insurance marketing strategies will inform your approach on how to yield better leads and help propel audiences to take profitable actions down the conversion funnel. Contact The Lead Agency today for more insights on insurance marketing.