Insurance Internet marketing is now the primary way to do business and stay competitive, because consumers make the majority of their purchases online and also use the Web to get the majority of information about products and services before they buy. For agents, it’s much easier to monitor their online marketing campaigns and determine their rate of success.
Online marketing is often more cost effective than many of the traditional offline marketing tactics still in use, like print advertising or direct mail. The trick is maintaining a successful online presence. Here are a few tips on how to market your insurance agency online without overextending your budget.
- Know your audience and set specific goals – For any marketing campaign to be successful you need to know your audience. Generally you should target a specific geographic area, and a particular group of people, perhaps new families or retirees, depending on the products and services you sell.
Setting goals makes it is easier to track success. Are you trying to build more awareness of your brand in order to get more leads and sales? You should always expand and modify your goals, which will then enable your agency to strive for improvement.
- Establish a budget – Marketing requires continuous attention and effort by everyone on your team. Set a marketing budget and identify how much you want to spend monthly on a website, search engine optimization, email marketing and social media. If you have a limited budget, handle everything that you can in-house and hire experts to help you with the more complicated, high-end marketing tactics.
- Identify your brand – Your brand is what may ultimately make a difference in how many people you reach and maintain as clients. Ask yourself what makes your agency different and why someone would choose your agency over the competition. This can go a long ways towards helping to direct you in your branding, including how your website looks and what you share with your audience on social media. Remember, once your brand is established all you’ll need to worry about is maintaining consistency and sticking to your brand values.
- Optimize for the search engines – Search engine optimization (SEO) can be a complicated, time-consuming process. However, it is an essential step to getting your website on the map. It’s one thing to have a beautifully designed website, but people have to be able to find you, and this is accomplished through SEO. Take the necessary steps in order to make your insurance Internet marketing plan work wonders for you!