Many people in the Insurance industry were primarily using traditional methods to market their products. But, as we all know, traditional is becoming increasingly outdated in this digital age where consumers interact with brands on social media platforms such as Twitter or Facebook before they buy anything else. No wonder many advisors have started moving towards digital mediums to market their products and services.
However, the journey is not easy.
For starters, you might find yourself overwhelmed by the sheer number of options available. What platforms should you use? How often should you post? What kind of content should you create?
Then you have the buzzwords: SEO, PPC, social media marketing, content marketing, email marketing, mobile marketing, marketing analytics, affiliate marketing, etc. What do they all mean? How are you supposed to use them to market your products effectively?
There are many questions and very few answers. But don’t worry, we’re here to help. In this article, we’ll take a look at five marketing strategies that insurance advisors can use to reach a wider audience and generate more leads. We will also help you build a foundation on which you can get started with a solid digital marketing strategy for your business.
1. Invest in a website
If you don’t have a website, now is the time to make one. Although digital marketing can be done without a website, having one is an excellent start to your digital journey. A website is like your virtual office, you may advertise and promote your services everywhere on the Internet, but people will mostly come to your website to close the deal. The website will also help people find you through search engines like Google. Another benefit of having a website is that you have control over that space, you can customise it to your liking and later use it for pay-per-click and social media advertising purposes as well.
2. Build social media presence and network.
While it’s important to have a website that acts as your personal space where people can come to interact with you and your business, it’s also essential that you reach out and engage with potential customers. In today’s world, social media is the place to meet and interact with potential customers. Through social media, you can connect with people who might be interested in what you do or sell and build relationships with them. It’s a great place for networking as well.
You can learn more about the foundation of building a strong social media profile in our FREE Digital Sales Basics course. Sign up now!
3. Developing quality and impactful content
If you’re at the beginning of your digital journey, you might be wondering what kind of content you should post on social media. Content that’s impactful, quality and engaging is essential to success on social media.
Remember, Content is King.
If you want people to interact with you on social media or spend time on your website, you need to give them a reason. The best way to make people interact and keep coming back to you is by providing them value through informative and engaging content. For example, inform them about a good policy to invest in or how to pick a good investment plan.
Not only will this make you appear more credible, but it will also help generate leads. When potential customers are finally ready to buy, they’ll likely purchase from you instead of your competition.
Nowadays, anything you may publish on social media can be considered content. However, some content works better than others. For instance, short videos (reels, YouTube shorts) are gaining popularity. You can start with that and make a video on a relevant topic. If you are not comfortable making videos, you can always start with images or text-based posts.
Consider writing blog content or post such as:
- How-to articles that act as a guide. For example, how to select the insurance for your new vehicle?
- Q&As with customers about their queries. You can answer relevant questions on Quora as well. Doing so can help you expand your reach if they share this content too.
The key is to be creative and come up with content that will be of interest to your target audience. Remember to keep your content conversational and helpful to your audience, rather than just trying to sell your services.
4. Leverage social media and PPC ads
Ads are a great way to make your content reach a large number of people. On Facebook, you can start advertising with a budget as low as INR 80/day. Although you need some level of expertise in running ads, it’s not difficult. Ads might help you with lead generation by getting in front of audiences that you wouldn’t be able to reach organically.
In our Digital Sales Kickstarter course, we will be going through how insurance advisors can leverage paid media to generate leads.
5. Always ask for testimonials and reviews
In today’s market, people don’t even watch a movie before reading its review or looking at its rating. Hence, you must try to get testimonials from people who have worked with you or used your services. These reviews act as social proof and add more weight to your brand.
Moreover, when you get these reviews from big names or even small businesses in your niche, it helps build trust among your target audience. Consequently, you must always ask for testimonials and reviews from your clients. You can even offer incentives in return for their feedback.
Begin your digital journey
Digital marketing may seem overwhelming. However, if you start with these five steps, you’ll be well on your way to success. If you’re interested in learning more, check out our Digital Marketing series specially designed for Insurance Advisors.
Do you have any questions?
Please let us know if you have any questions. We will be happy to answer them!