10 Insurance Agency Online Marketing Ideas For Agents & Brokers

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…

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 typically 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 broadly 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 either be 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 complaint, newsletter templates. Or you can outsource this initiative to a profitable 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 complete your online initiatives, consider outsourcing them to a profitable insurance agency marketing firm.

Social Media Tips For B2B Insurance Agencies

A strong social media presence can be challenging to achieve for B2B (business to business) insurance agencies. Many B2B companies struggle to showcase their professionalism, and build an audience through social media marketing. Consider the following tips to help make sure your agency is maximizing your social media marketing efforts. Create Your Online Persona Your…

A strong social media presence can be challenging to achieve for B2B (business to business) insurance agencies. Many B2B companies struggle to showcase their professionalism, and build an audience through social media marketing. Consider the following tips to help make sure your agency is maximizing your social media marketing efforts.

Create Your Online Persona

Your social media presence should have a well-defined personality. Informative, helpful, engaging, timely and relevant are all characteristics top B2B social media accounts consider when creating their online persona. Decide what your online voice will sound like. Will you be formal or informal, speaking to individuals or businesses, sounding like a reporter or an op-ed contributor? Will you be sharing company employee events, creating contests, reporting on industry changes or regulations, or all of the above? Your agency goal is to build rapport and a sense of community with both clients and prospects. But first you need to determine your social media persona.

Create a Written Strategy Including Prospect Scorecard & Buyer Persona

When creating your marketing strategy, ask yourself these questions:

  • Who is your target online audience – and how diverse is this group? Start by creating a Prospect Scorecard.
  • Which social platforms will best target that audience? You may have to search the different platforms to see which social media platforms are most applicable to your clients and prospects.
  • What type of content will that target audience find most useful? Would it be infographics, long-form articles, tech support information, breaking news commentary, regulatory updates, or some combination of all of these?
  • What are your short term and long term social media goals? Perhaps your short term goal is simply consistent content sharing. And your long term goal includes an ad budget for growth and prospect engagement.
  • How are your competitors using social media? You can learn a lot about what to do and what not to do by studying your competitors.

Comment on News & Regulations Relevant To Your Target Industries

Offering commentary on breaking news and changing industry regulations is a great way to demonstrate your knowledge in your industry and to provide your clients with insights on how to understand these updates. This can lead to higher engagement levels and increased exposure to your social media pages. You can use Google Alerts and social media alerts to monitor industry keywords and stay on top of dynamically changing events.

Organic Vs. Paid Posts

Once your insurance agency is consistently posting quality content, you can consider posts boosts and ads. You may want guidance with this, as the budget can get sprint quickly, and multivariate split testing with compelling images and custom graphics can dramatically improve your reach and ROI.

Achieve A Respectable Follower Base

Looking professional and demonstrating a respectable number of followers and engagement level is half the battle when starting on your insurance social media marketing initiative. The top platforms your agency should leak are: LinkedIn, YouTube, Facebook, Twitter and Google+, likely in that order, though your target markets could impact this. LinkedIn and YouTube can be very valuable to B2B businesses. LinkedIn is a good place to start, it's very much a business centric platform. Then leverage YouTube videos, recorded webinars or even simple voice over PowerPoint updates. Try to build up your follower base as quickly as possible, to a respectable number. For example, this might be 500 followers on LinkedIn, Twitter and Facebook. Although 5,000 or more would be great, initially your agency is striving to attain a baseline of professionalism and credibility.

Mobile Friendly Insurance Agency Website Checklist

With over 50% of website visitors and email recipients viewing information on their mobile devices, and many doing so from their social media platforms, it's always a good idea to review your insurance agency website to ensure your clients and prospects have a positive website user experience . Here are some key areas to focus…

With over 50% of website visitors and email recipients viewing information on their mobile devices, and many doing so from their social media platforms, it's always a good idea to review your insurance agency website to ensure your clients and prospects have a positive website user experience . Here are some key areas to focus on when reviewing your insurance agency website:

Do Not Make a Separate Mobile Version of Your Website

A few years ago, your business might have two websites, a website for desktop users and one for mobile devices. This is a really bad idea today, as it doubles your efforts and can annoy clients, prospects and search engines.

Use Responsive Design Principles

Responsive design uses coding to adjust a website based on the size of the viewport. Methods have advanced quickly and you no longer have to hide content from mobile users. You can show off your content for both desktop and mobile users.

Always Use High-Resolution Images

With mobile devices using high-resolution retina displays, it is critical your website uses the highest resolution images available. It is recommended that mobile images be twice the resolution of desktop images to accommodate for retina displays.

Use Larger Font Sizes

The size of fonts is important when it comes to mobile design. Fonts need to be large enough to read without further zooming. A general rule of thumb is to keep your main font size around 14px.

Button Size Should Also Be Large

Buttons should also be large on mobile devices. You do not want to frustrate a potential customer because they tried to hit the contact button but accidently hit your privacy policy. In general, 44px by 44px is a good rule of thumb.

Keep it Simple

A simpler layout helps ensure there is less to go wrong when sizing to fit on a mobile device. It will also make it easier for your prospects and clients to find relevant information. Be sure to review each key element on your insurance agency website and asses its value. Is each element placed where it can best be seen by visitors?

Use the Google Mobile Friendly Test

Use Google's Mobile Friendly Test to ensure your website is mobile compliant, and does not have any issues preventing the site from displaying correctly on mobile devices. Google deems a website as mobile-friendly if their Googlebot detects the following key attributes:

· Links and buttons are easy to use on a mobile device

· The text font is readable without zooming

· Site avoids uncommon mobile software such as Flash

· The content and images automatically size without scrolling

If your agency website needs updating and you lack the internal resources to do so, or your agency is looking to increase inbound traffic and insurance leads, you can consider outsourcing your website initiative to a profitable insurance agency marketing firm.

Insuring Your Future: Chatbots As Insurance Agents

The insurance industry has always been a tricky customer. And, when it comes down to insurance & technology, the penetration is rather slow. Why? It's because unlike the banking sector, transactions in the insurance industry are not faceless. These transactions are built on trust and are always done in person. So, unless they build a…

The insurance industry has always been a tricky customer. And, when it comes down to insurance & technology, the penetration is rather slow.

Why?

It's because unlike the banking sector, transactions in the insurance industry are not faceless. These transactions are built on trust and are always done in person. So, unless they build a robot that can perfectly replicate a human sales executive's persona, insurance is going to remain a pen & paper industry.

And that's why chatbots technology came to life.

A chatbot can hold a conversation with you. A chatbot can understand your requirements. And, a chatbot can provide you smart & rational solutions. So, why can not it sell insurance? Almost, now they can. Consumers are constantly looking out for better ways to digitally interact with insurance companies, and insurance chatbots offer them exactly that. With personalized experiences & so much more. Here's why they are the future of insurance.

Access existing databases

Is there any digital services based database that covers the entire population of the world? Try smartphone. By 2020, 6.1 billion people will have access to smartphones. For insurance chatbots that mean an effortless switch from traditional methods to automated digital process without any heavy investment.

Make conversation as human as possible

What makes bots so good at conversations? Two words: Artificial Intelligence. AI-powered insurance chatbots are capable of identifying patterns and analyzing user sentiment from chats. This ensures that the conversations are smooth, and the user's requests are not lost in translation. Studies reveal that people text 5 times more than they call, so it fits their requirement perfectly.

Do away with Static Check boxes

Everyone hate long checkbox forms, right? They are long, winding, & ambiguous. Insurance bots make these static boxeses a breeze for users by extracting all the responses in the form of textual questions. Checkboxes are often seen as hurdles, and employing insurance chatbots can close multiple sales deals efficiently.

Are claim procedures becoming a roadblock? Let's automate them

One of the largest problem faced by the insurance consumer is the claims process. You do not need analytics to know that! Insurance companies offer something unpreceded by integrating claims procedures with AI bots. These smart bots can schedule appointments, provide loss-saving recommendations, and reduce any company's manpower for mundane tasks.

Boost customer engagement

Companies no longer have to deploy customer-care representatives in large numbers. An insurance bot can ease the load by providing answers to customer's queries. All the customer needs to do is drop a text, and the bot dwells into the database to provide corresponding responses within no time.

Insurance chatbots are not just a blip on the InsureTech's radar. They are here to transform the entire radar system! Companies have already enjoyed the benefits of insurance bots, and both employees & customers have seen its advantages. Now, it's time to stretch their potential and see where it takes them. The future is here, experience it with insurance chatbots.

Insurance Agency Drip Campaigns & Email Workflow

Let's begin with a simple definition of insurance email drip campaigns. A drip campaign is a direct marketing method used to engage prospects and retain clients leveraging ongoing, dynamic content generated email marketing programs. The campaigns send targeted, and conditional content based upon existing and changing preferences. The content is sent to prospects and clients…

Let's begin with a simple definition of insurance email drip campaigns. A drip campaign is a direct marketing method used to engage prospects and retain clients leveraging ongoing, dynamic content generated email marketing programs. The campaigns send targeted, and conditional content based upon existing and changing preferences. The content is sent to prospects and clients over varying periods of time to nurture leads and improve retention.

An email workflow is a series of automated emails which are sent (or not sent), based on the targeted subscribers, to help facilitate how they interact with your agency. The email workflows are triggered based on information you know, or learn, about your subscribers (using branching for Yes, No, If, Then). The workflows allow agency marketers to send precise emails, at predetermined times to specific prospects or clients. Well-designed email workflows can help insurance agencies improve conversion rates, and customer retention. Let's discuss one of the many types of workflows insurance agencies can use, we'll follow up with additional blog posts on other types of workflows in this ongoing series.

Insurance Webinar Workflow

Let's say that your insurance agency is planning a webinar on a topic such as: ACA Compliance in an Uncertain Era , or Changes with CSA Regulations & the Impact on Truckers . Email workflows allow agency marketers to communicate the information your attendees need to know, and when they need to know it. Your agency webinar workflow can be triggered as soon as a date is set, though it is recommended a webinar registration landing page is ready at that time.

Once triggered, the webinar email workflow starts sending out automated emails, providing timely and useful information about the webinar, up to the webinar, and after completion of the webinar. This can include dates and times, if the webinar will be recorded, where to get the presentation slide or companion materials, and certification information for credits with HRCI, SHRM, etc. It's beneficial, to begin a few weeks before the webinar, and to remind those who have not registered, and retain those who have registered.

Insurance agency email workflow branching allows for robust personalization and very specific content fulfillment. For example, if a registrant responds that they want to receive the slides, a Call To Action (CTA) can be created to drive them to a download page. Or for registrants who would like to share the recorded webinar at a later date, and email can be automatically generated, the day after the webinar, providing the recording link, and sometimes a CTA to set up an appointment to discuss coverage with your agency.

Needless to say, every agency should be using simple email campaigns. However, for many agencies, the time has come to invest in insurance agency email workflow drip marketing. Those agencies lacking the staff or tools to accomplish this can consider outsourcing the initiative to a profitable insurance marketing agency.