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7 Insurance Marketing Strategies & Ideas for Driving Revenue

Social marketing
August 16, 2023
15 mins

Have you ever felt like you're spinning in circles trying to get your insurance agency noticed? Trust me, you’re not alone. 

It’s a jungle out there, full of jargon-laded pitches, high-and-mighty tech implementation, and great competition. 

Let's take it slow and break down what you can do now to make your insurance business seen.

#1 Designing a Website That Wows Your Audience

Let's start with one thing we all understand: first impressions matter a lot. Just like when you first meet someone and make a quick judgment, visiting a website for the first time works the same way. In fact, nearly 94% of first impressions are all about the website's design. 

If you have a website that’s messy, outdated, or not easy on the eyes, people won't hang around for long. They might dash off to a competitor's site, losing a potential lead for your insurance agency. Of course, you don't want that to happen.

The question is, how do you make sure they don't walk away? 

As part of your marketing strategy for insurance agency, consider these elements:

Color Scheme Reflecting Your Business

Your insurance company isn't like every other company, right? So, let your uniqueness shine through your website. When setting up the style, choose the right mix of colors - one main color, a couple of accent ones, and one for the letters.

Simple Navigation

Let's say you're trying to find a kind of insurance on a website, it's just all over the place. Frustrating, isn’t it? To avoid this, make your site straightforward. Use large headings with smaller subheadings underneath to make it clean and clear.

Responsive Design

Nowadays, everyone's scrolling on all sorts of gadgets - phones, iPads, laptops, you name it! So, make sure your website gets along with all types of devices. By building a responsive website, it'll adjust to any screen size and give your audience a great time.

You can find more tips in our recent article.

#2 Make Your Insurance Agency Shine on the Web

Ever wonder how you can move your insurance agency's website up in the search results? The answer lies in a marketing trick called Search Engine Optimization or SEO. As part of your marketing strategy for insurance agency, consider these elements:

Think of it like a magical bridge that links folks searching online directly to your agency website. You'd want your website to be the first one users see, right? That’s what SEO does. It's a key player in any winning game plan for marketing an insurance agency.

Here’s a mind-boggling fact: 

People are almost always searching the web for something they need, including the insurance company they can trust. 

You want to be their first choice. If you’re not optimizing your website for search engines, you're letting potential clients slip through your fingers. 

Here are some tips to help your insurance agency shine bright on the web:

Keywords are Key

It all starts with selecting something called "long-tail keywords". These are specific phrases, usually three words or more like "auto insurance in CA", that your website should include. The more precise you are, the more targeted your followers become. It's like using a fishing rod instead of a big net, aiming for quality over quantity.

There's a bunch of tools you can use to discover unique keywords related to insurance, for example:

  • KWFinder
  • SEO PowerSuite 
  • Ahrefs Keywords Explorer
  • Google Keyword Planner
  • GrowthBar
  • Long Tail Pro
  • Majestic
  • Keyword Tool

Title Tags and Meta Tags

Title tags and meta descriptions are your BFFs in SEO. These are two little snippets of code that tell search engines what your page is all about. You want your keywords to pop up here. Though, don’t overdo it! Your title tag should be a nifty 60 characters and meta description a compact 160 characters. If it’s longer, search engines might snip it off.

Speedy Website

We all know the frustration of waiting for a slow website. Don’t let yours be the one that got away due to load times! The bar is set at two seconds - any slower and you might lose your catch. Use tools like Google PageSpeed Insights. It's like your personal gym trainer, pushing your website to be its fittest. 

If you are not sure that your website meets all the standards the customers are expecting from it, consider applying for a Core Web Vitals Audit, and fix all the issues to get better results.

#3 Share What You Know and Attract Leads!

One critical aspect of your insurance company's marketing strategy should be content marketing. It's kinda like fishing. You've got to have the right bait (content) to draw in the big fish (leads) to your website. 

The content you create and share paints a picture of you and your agency. You discuss what you know and what you're good at to keep them interested. Let's face it, insurance topics can be like tangled fishing lines, hard to understand. From health insurance to car insurance, it's often a mystery. 

Whatever you produce, be it a blog post or a slick infographic, can make a real change. It can help customers understand which insurance is a good fit. This is how you generate leads in insurance.

Giving your knowledge away can actually make you stand out on the web. It makes you the go-to expert, the trusted authority in insurance. Together with your website, it’s a powerful way to take in more traffic. How to build your content campaign? Here’re a few tips.

Topic Treasure Hunt

Start with finding out what your clients want to know about insurance. Do some snooping around, see what questions come up often. Brainstorm with your team, make it a fun catch-up activity. This research will help you hit the bulls-eye with your content every time. If you don’t have enough time or a skilled team for that, Promodo’s SEO team is here to help you out with a content strategy that sells.

Dress It Up Right

Content comes in many costumes. Blogs, infographics, even a funny meme, all can be the hero of your content. How you present your info can tip the scales in your favor. For each treasure piece of content, choose the best disguise that suits your audience.

Connect the Dots

Your content can be a road map to your website. When you write, sprinkle some internal links that lead to other pages on your site. 

These links not only keep leads longer on your site but also lead them to more useful info. Plus, it gives Google a heads up about your key pages, helping them appear in search results.

#4 Boost The Traffic with Pay-Per-Click Ads

PPC ads are one of the greatest commercial insurance marketing ideas out there. Imagine seeing your ad on the very top of search results, above all other listings. And even better, you only pay when someone actually clicks on your ad. 

Here's an exciting fact: 

And there’s more. Your ad plays a bigger role, even if nobody clicks on it. Just by being at the top, it turns heads - giving your brand a power boost. The next time they’re looking for insurance, they will remember your company.

If you are ready to try PPC for your insurance business, let's get you warmed up with some starting points:

Target the Perfect Keywords

Just like in the case of SEO, it all starts with aiming at the right keywords.

Insurance keywords are among the most expensive in Google Ads and Bing Ads and some can cost $50 or more per click due to high lifetime value of insurance customers.

 Pick long-tail keywords. Since fewer companies are competing on these words, you'll find they cost less per click. So, there's more bang for your buck! Insurance keywords are among the most expensive in Google Ads and Bing Ads and some can cost $50 or more per click due to high lifetime value of insurance customers.

We compared a few tools in our article to help you choose the right one to assist you with your PPC campaign.

Set a Wise Bid

You want to get the most out of your PPC campaign. Determine a bid amount that your budget can comfortably manage. Research tools like Google Keyword Planner can help you set the right aim.

Craft a Custom Landing Page

Creating a dedicated landing page for your PPC campaign can be crucial. You’d want your clicks to take certain actions,  so, when you create a PPC ad, design a separate landing page that focuses solely on the offer in the ad. 

#5 Make Sure Your Online Reviews Are Great

Managing reviews can be challenging. Reviews pop up all over the place, like the surprise in a jack-in-the-box.

Winning this game matters, because reviews can make or break your insurance agency's reputation. When people look for opinions, they treat reviews like advice from friends or family. 

To handle this as part of your marketing plan for insurance company, consider the following:

Keep a Hawk Eye on Review Sites

Platforms like Google, Facebook, Yelp - you never know where the next one could pop up! To stay on top, watch these platforms like a detective, so you always know what people say about your agency.

Respond to All Reviews

The magic lies in being cooperative. High-fives and thank-yous to positive reviews show people you care. And if you see gloomy faces (negative reviews), don't panic.

It’s about changing the direction of the conversation for the better. Show your understanding, apologize, and offer to fix the problem. This helps build your agency's image.

Don't Be Shy to Ask Your Friends for Some Help

Sometimes, you've got to invite others to join the review game. If you need more reviews, don't be shy to ask your clients. Encourage them to spread their experiences around. 

#6 Email Marketing 

Email marketing is a game-changing insurance marketing strategy. Imagine sending tailor-made messages to interested clients and building one-on-one connections. If you're aiming to convert leads, email marketing is your best friend! It is also a well-known fact that it costs less to keep the existing customers rather than attract new ones. Email marketing works like a charm to make that happen. 

This is one of the best insurance marketing ideas for lead conversion. Picture delivering valuable info, like special policy offers and bundle discounts, right into prospects' inboxes. 

Here's how you can ace your email marketing game:

Send Personalized Emails

First rule: not everything fits all sizes. People's interests in insurance are like different flavors of ice cream. So, to make your emails more engaging, customize them to meet each subscriber's taste. This personal touch will make them feel special and listened to. Careful segmentation will save you from sending out offers to the wrong audiences. For example, most of the fresh graduates don’t own homes, so they won’t be interested in your special house insurance offers.

Automate The Process

Now's the time to make technology work to our advantage!

Handling numerous emails can be challenging, but email automation software, like Aweber or Mailchimp can be your hero. Create, send, and monitor your emails all in one place to save the headache.

Captivating Calls to Action (CTAs)

Rally your prospects with powerful CTAs! Use irresistible CTAs that steal the show, like "Get your free quote." Entice leads to click with captivating CTAs, because who doesn't love a good deal?

#7 Light Up Your Business with Social Media Ads

Social media platforms have killer targeting capabilities. That means you can easily flag down people who are super keen on your insurance offerings.

Say, you've got irresistible bundles and policies up your sleeve. Using social media ads, you can display them right in the middle of users' news feeds. It's like pitching a billboard on the busiest city street!

Successful social media ads are visually pop. Design visuals that pop and watch as users pause their scrolling to gaze at your business.

Ready to craft stellar social media ads for your insurance agency? Grasp these best practices:

Laser-target your audience

Knock out effective ads by pinpointing your target audience. Don't only focus on gender or age, dig deeper! Uncover the small details like buying habits, interests, and hobbies to zoom in on those who'll cherish your insurance offerings.

Make visuals dance

Social media offers a visual feast to its users. Use attention-grabbing photos and videos. Remember to keep them slick and professional because quality matters!

Experiment with ad formats

When you launch your social media ad campaign, don’t play it safe! Test different ad formats and see which one clicks. Sure, the options vary from platform to platform, but the fun of exploration never ends!

Final Thoughts

The world of insurance marketing can be complicated. But by focusing on these strategies, you can attract more clients and increase revenue. Marketing ideas for insurance include building a strong website, search engine optimization, and managing online reviews. 

Remember, lead generation for insurance is about reaching your target audience where they are and offering solutions that meet their needs. Happy marketing!

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Written by
Anastasia Marchyshak

Content Marketing Manager at Promodo

Immersing myself fully in any topic I explore and my appreciation for simplicity are the driving forces behind my work.

August 16, 2023
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