Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs, and creating valuable online content. However, agencies selling insurance should implement a Digital Marketing Insurance strategy that coincides with the products and services they’re offering.
As an insurance agent, your digital marketing efforts are likely to be centered around online lead generation, with the end goal being a response to requests for more information, which means speaking to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.
Your call-to-action is a vital component
Perhaps the best approach to securing new leads is to focus on building an accelerated buyer’s journey, from the moment someone lands on your website to the moment that they make a purchase. This often means that your products feature in your content higher up in the marketing funnel, using stronger calls-to-action (CTAs) in order to entice visitors to learn more about your offerings.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. When people used to advertise in newspapers, they really couldn’t estimate how many people actually saw their ad. There’s no real way to know if that ad was actually responsible for any sales that came in. With digital marketing, you can measure the return on investment (ROI) of pretty much any aspect of your marketing efforts.
With Digital Marketing for Insurance, it’s easy to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. You can identify trends and patterns in people’s behavior before they’ve reached the point of purchase allowing you to make more informed decisions about how to attract more people to your website.
In addition to your website, it’s likely that you should choose to aim your efforts towards business-focused channels like LinkedIn where a good percentage of your demographic may be spending their time online.