A digital marketing strategy for insurance companies typically includes a variety of tactics to reach potential customers and promote insurance products and services online. Digital marketing is becoming increasingly important for companies as more and more customers are turning to the internet to research and purchase insurance policies. For insurance companies, this means implementing a digital marketing strategy, which recognises evolving digital marketing trends, that incorporates a sophisticated end-to-end client journey.
The most digitally effective insurance companies invest in several strategies to attract and retain clients, and employees, for an attractive ROI.
7 tactics for an effective insurance digital marketing strategy
- Invest in your website
Focusing on your website is important because it serves as the foundation for your online presence and campaigns. Your website is often the first point of contact for potential customers, and it should be designed to effectively communicate your brand message and convert users into customers.
Choosing a high quality website technology that is aligned with your firm’s digital ambitions is essential to provide the best user experience to your customers. Platforms like Sitecore or Episerver (now Optimizely) are equipped with the capabilities required for secure, sophisticated solutions that can operate effectively at different scales.
46% of users don’t revisit poorly performing websites, therefore it’s important to focus on overall website performance. For websites to deliver the best user experience and increase ROI, they must focus on:
- Fast loading speeds
- Mobile optimisation
- Technical SEO
- Accessibility
- Quality coding
2. Focus on Search Engine Optimisation (SEO)
SEO is the process of improving the visibility of a website or a web page in a search engine’s unpaid results, often referred to as “natural,” “organic,” or “earned” results.
SEO for insurance companies can propel companies into new markets and build trust between a company and audience, which increases revenue. It’s important to note that SEO is an ongoing process and it takes time to see results. However, with the right approach and consistent efforts, insurance companies can improve their search engine rankings and drive more traffic to their websites.
3. Convert users to clients with content creation
Content marketing powers all aspects of a digital marketing strategy for insurance companies. Creating content that is written for your target audience is a chance to show that you truly understand your clients needs.
This is also a great opportunity to write SEO content. According to Google, mobile queries that contain “insurance near me” have grown by over 100% in the past two years. More than ever, insurance shoppers are placing local searches and researching agents in their area.
Research also shows the average #1 ranking page will also rank in the top 10 for nearly 1,000 other relevant keywords (Ahrefs). Targeting the terms your users search for and creating high quality content informs the user about your product and services. This improves the chances of your pages appearing on the SERPs and increases your brand visibility.
4. Create targeted paid ads
PPC advertising can be an effective way to target potential customers who are actively searching for insurance products or services. By using keywords related to insurance the advertiser’s ads will appear in search results when those keywords are used. This can help increase visibility and drive more qualified traffic to your website. Additionally, PPC campaigns can be targeted to specific geographic locations, which can be useful for insurance companies that operate in specific regions.
5. Engage clients through email marketing
Email marketing can be a powerful tool for insurance companies, as it allows them to reach customers directly and personalise their messaging. It can be used to promote specific insurance products, share industry news and insights, and provide personalised service and support. Emails with personalised subject lines get opened 26% more often than those without that extra touch. To be truly effective, email campaigns should be targeted to specific segments of the audience and include a clear call-to-action.
6. Reach your clients on social media
The average adult spends just under 90 minutes a day on social media, giving insurance firms a great space to promote services. Companies can use social media platforms like Facebook, Twitter, and LinkedIn to share information about products and services, answer customer questions, and provide educational resources. Social media posts using video can increase engagement further, as LinkedIn posts with video get x 5 more engagement.
Additionally, social media can be used for customer service, allowing customers to reach out to the company with questions or concerns, and providing a platform for the company to respond quickly and efficiently.
7. Personalise your services
21% of insurance customers say that providers do not tailor their customer experiences at all (Accenture). Personalisation for insurance companies can include a variety of different strategies that are used to tailor the customer experience and product offerings to the specific needs and preferences of individual customers. This can include things like using data and analytics to better understand customer behaviour and preferences, developing more customised products and pricing plans, and using targeted marketing and communication efforts to reach specific segments of the customer base.
Getting started on a digital marketing strategy for your insurance company
By following these steps, insurance companies can develop a comprehensive digital marketing strategy that will help them to reach and engage with potential customers, increase brand awareness, and ultimately drive sales. Creating a sophisticated strategy can seem like a daunting task if you don’t have the inhouse tools or expertise. Working with an expertised digital marketing partner can be an excellent way to realistically achieve your goals.
We’re Ultimedia, a team of accredited digital marketing specialists that have been helping enterprise-level organisations to improve their digital effectiveness since 1995. If you’d like to get one step closer to digital excellence contact us today, we’d love to help.
