Starting an internet marketing campaign or even improving an existing one can be a challenging task. Where should insurance agencies begin, and what should they focus on? Here are 10 great online ideas to help your agency improve your online marketing initiatives.
1. Blog and Vlog
Blogging is a fantastic way to showcase your expertise and attract visitors to your website. General topics usually get lost in the shuffle. Consider writing about very specific topics that are relevant to your clients and prospects. If you're a trucking insurance agency, for example, this means topics on CSA updates, DOT regulations, fuel economics, fleet management, fuel theft, cargo theft, etc. Use videos to make your blogs more compelling and sticky. And make sure your blogs (and website) are mobile friendly!
2. Improve Your Google Ranking / Insurance Agency SEO
Google ranking is one of the holy grails of internet marketing. Being on the first page is where it is at. When evaluating your online marketing initiatives, keep in mind how they can positively impact your search engine rankings. Track your SEO progress and review your website analytics to determine where your traffic originates.
3. Create a Webinar Series
Not enough agencies take advantage of online webinars. Monthly or even quarterly webinars do a lot to elevate you from an insurance sales group to an advisor and consultant. Webinars can be recorded and offered as high value on demand digital collateral after the webinar. And webinars provide a high value reason to contact clients and prospects in ongoing email drip campaigns.
4. Use Explainer Videos
Explainer videos, also referred to as value proposition or whiteboard videos, can be very useful for online marketing because they are typically short, sticky, entertaining and reusable on multiple mediums. They can be posted on your insurance agency website, your branded YouTube channel, Vlogs, and in an email marketing campaign. You can give your best sales pitch to every prospect. Create videos for each major silo in your company (commercial lines, personal lines, benefits, manufacturing, trucking, etc.), and distribute it widely using social media.
5. Maximize Social Media
Social media is often an untapped resource for most agencies. At a minimum, every agency should have a professional and branded presence on all major social media platforms including LinkedIn, Facebook, Twitter, YouTube and Google+. Beyond this they should have a "respectable" number of followers. Social media advertising can be effective for agencies, but this is a more complex initiative and should be either staffed internally or outsourced to an expert.
6. Create a Google+ Agency Page
Even though most people do not use Google+, Google will reward you with a better page ranking if you create one, and post regularly. It only takes a few minutes and will be worth the effort to improve your insurance agency search engine optimization initiative.
7. Leverage Client Testimonials or Case Study Vignettes
Happy clients will always sell your business better than you can. Profile your loyal customers, and ask them a few questions about what they love about your company. Even better, create a video and post it to your website. You can also create anonymous case study vignettes, short case studies of client success stories using type of business and general location, but not their names.
8. Use LinkedIn To its Full Potential (and get your employees to help)
If your agency is a commercial lines or benefits agency, LinkedIn is the place to be. You should invest time in LinkedIn to ensure a professional company page, ongoing posts, and to create a policy to help your employees help your agency marketing efforts on LinkedIn. Join groups and create your own to extend your reach.
9. Press Releases – News Releases
Press Releases, often referred to as News Releases in the rapidly changing world of PR, offers agencies a great online opportunity to extend their brand recognition, and improve their insurance agency search engine optimization. There are both free services and paid services that are available to agencies. Needless to say, all News Releases should start as a post on your insurance agency website, then move to a News Release service, then pushed out via social media.
10. Use Online / Email Newsletters
E-newsletters provide agencies an opportunity for high quality, direct communication with clients and prospects. There are many cloud based solutions that provide attractive, mobile compliant, newsletter templates. Or you can outsource this initiative to a proficient insurance marketing agency. A great email marketing newsletter campaign can have a large impact on your online marketing efforts.
If your agency lacks the internal resources to accomplish your online initiatives, consider outsourcing them to a proficient insurance agency marketing firm.