Insurance agency marketing is somewhat of an imperfect science.

The good news is that there are some tried and true digital marketing techniques. These techniques will help you grow your book of business.This article aims to give you an easy to digest understanding of digital marketing. Including some real-world examples showing how it applies to your independent insurance agency.You can use this knowledge if you decide to go the DIY route or to know more about it when hiring someone else to do the job.

   

Are you ready to learn the basics of digital marketing and how to apply them to your insurance agency?

Let's dig into some of the major pillars of insurance agency marketing

 

Know Your Audience

What is it?:

Creating "customer avatars" to understand your client's needs. Do this before even starting to put together a marketing strategy.

What role does it play in your strategy?:

It allows you to be specific with your marketing. This will lead to more sales.

How You Do It?:

You create ideal clients. on paper to visualize their needs and pinpoint what drives them to buy. Do Spanish speaking clients use your agency because you are multilingual? Do employees of a certain industry use your agency because of a discount you offer that no one else in the area uses?

I've mentioned that your agency's website is the foundation. One that all the other pillars stand upon. And that is absolutely true. But before you even start pouring the foundation you need to know who exactly you are building for.

This allows you to lay out things so that your marketing is appealing to specific crowds. This doesn't mean that you have to have one client in mind. You can create different customer avatars. You can then form a few smaller marketing campaigns directed at each of them.

The Blueprint - Creating A Sales Funnel

What is it?:

Creating a virtual "path" with your marketing. It takes a cold lead and walks them through the steps to becoming a paying client.

What role does it play in your strategy?:

Helps you to focus your strategy. So that each piece is playing a role in pushing the client towards buying.

How You Do It?:

A funnel has 3 parts.

The first part is the "top of the funnel" and the purpose is to get clients in the door. This is usually done with PPC Advertising or Content Creation.

The second is the "middle of the funnel". This is when the client has engaged with you. You need to put some work in to get them to stay around and become more invested with you as an agency.

The "bottom of the funnel" is the last part. This is the part of your marketing that gets them to pull the trigger and sign on the dotted line.

A Real World Example:

John owns an agency. He has a large Armenian population that is new to his area, as a result, most of them who currently renters. Johns Top Of Funnel will be Facebook ads using some Armenian language and imagery. His middle of the funnel will be offering a downloadable pdf in Armenian. This will explain the benefits of renter's insurance. All he would ask in trade is for the potential client's email. His bottom of the funnel is an email campaign. It tells the story of a renter who was able to recover a good amount of money when their apartment was broken into. The last e-mail offers a discount on renters insurance that only Johns agency can offer.

The Foundation - Build Your Website

What is it?:

Your website is the representation of your business. We at MiD recommend a WordPress based website.

What role does it play in your strategy?:

Your website is the center of your hub, the foundation of your strategy. All other marketing you do will build upon it.

How You Do It?:

Setting up a domain and WordPress website falls into the category of easy to learn but hard to master. It doesn't take long and doesn't cost much for the initial setup. The actual WordPress software is actually free to download and use!

After it's setup is where things can get overwhelming. Your website is the proper foundation for your entire digital marketing strategy.

So you want to make sure that everything's done the right way. You have to make sure that is set up to accept potential clients as they reach the end of your sales funnel. It should also be a way to give current clients a point of contact.

Pillar 1 - Search Engine Optimization ( S.E.O)

What is it?:

Search Engine Optimization is the techniques you use to get your website, and the agency found in search engines like Google, Bing, etc....

What role does it play in your strategy?:

If no one can find you, they won't be able to buy from you.

How You Do It?:

If you pay attention to this article you will see the phrase 'insurance agency marketing" a lot. There is a reason for that. That phrase is the "keyword" for this page. You want the content you create to be relevant and useful. But you also want to follow SEO techniques at the same time. Pages and Posts should have the keyword in the content. They need a certain number of characters including optimized titles and meta description. This all falls within what Google considers an SEO friendly structure. But don't go stuffing the keywords you want to be found for. Make sure you follow the guidelines Google has set out or get penalized!

Real World Example:

Mary owns an independent insurance company in a smaller town. Her main concern is being found when people search for "car insurance" in her local area. The good news is Google is smart enough to know a searchers location. But Mary needs to make sure her Google My Business page is complete and optimized. This will help Google match up her agency's location with the searchers. She also needs to make sure that every page of her website is optimized for On-Page SEO.

Pillar 2 - Content Marketing

What is it?:

Creating relative content through your blog and other pages of your website.

What role does it play in your strategy?:

Creating relevant content for what you want your agency found for is a key part of SEO.

How You Do It?:

Creating Blog Posts and Pages full Of relevant Content. You should write about things your clients will find interesting. This helps with appearing in search engines like Google (S.E.O). It also beefs up your website. Giving you a place to direct social media posts and paid advertising. It's also something new to write your customers emails about.
See how this all starts to tie together to form your insurance agency marketing strategy?

Real World Example:

The best example I can give you is the piece of content that you are reading right now. This article is considered "cornerstone" content. This article is full of relevant content about the keyword "insurance agency marketing". It contains links to other relevant articles that either we have written or by others on the web. This helps My Insurance Design become a reputable source of information. These links in turn create some "good vibes" with Google.

Pillar 3 - E-Mail Marketing

What is it?:

Collecting clients email and storing inside a software in list form.

What role does it play in your strategy?:

Email campaigns allow you to stay top of mind with clients. Also leading them down a path toward an up-sell.

How You Do It?:

There are a few different software that makes managing and sending to an email list a piece of cake. The middle of the funnel is where you are trading a cold lead valuable content in exchange for their email. Once this happens, you will want to put them into an automated email campaign. Not only giving them more value but also leading them in the direction towards a specific action. Whether that's a new policy or a meeting with you. The campaign will adapt depending on what they do during the time you are sending them the emails. Whether they click on a link or don't click on a link, the software will change direction and do different things. This is again keeping them on the move towards your end goal.

There are many software options for e-mail marketing. MailChimp is a great free e-mail software that you can get into and check out without the risk.

Real World Example:

Once you have a list of emails you will then segment that list into different categories. In this example we have taken all current clients who own a motorcycle. In early spring we will then begin sending out a set of automated e-mails that begin on the first of the month. These e-mails will help get us back into the clients top of mind. Then you start informing them about the motorcycle policy options we have available. You can see how to use this for many different policy types. It is also used to touch base with existing clients before their renewals.

 

Pillar 4 - Social Media Marketing

What is it?:

Posting to social media platforms on a regular basis. (Facebook, Twitter Linked In, etc.....)

What role does it play in your strategy?:

Staying active and accessible on Social Media with your current and potential clients.

How You Do It?:

No doubt you know what social media is. Chances are you use a few different platforms and channels yourself. Facebook, Twitter, LinkedIn, Instagram. The list goes on and on. You think by having a social media presence on any of these channels is enough to make your agency stand out. Social Media like everything else on this list is so much more than going through the motions. There are strategies and techniques that apply to each of the channels. The channels and strategies you use will depend on knowing your client. You will have a better idea of this once you've sat down and put some time into your customer avatars. See the overlap again?

Real World Example:

Tyler's agency is very active on Facebook. They decide to run a Facebook ad in June. This ad is directed at recent high school graduates. Anyone who clicks the ad is lead over to a page on the website called a "landing page". This page is set up for the specific purpose of people who interacted with the ad to "land" on. Once they are on that page they are offered a downloadable pdf. It contains a "Beginner's Guide To Auto Insurance. To to get the pdf they need to give their email.

Pillar 5 - Pay Per Click Advertising

What is it?:

Paying for advertising on social media platforms like Facebook. Or running ads right on Google result pages with Google AdWords.

What role does it play in your strategy?:

This is best used at the top of your funnel to reach a cold audience.

How You Do It?:

We recommend Pay Per Click Advertising be one of the things you look into. Once all your other pillars are solid. Why? Because if you don't do it right and don't have everything else solid you will be throwing money away. PPC Advertising is a great way to add fuel to your insurance agency marketing strategy. It helps get your top of funnel messaging out to potential clients. But you need to have the rest of the strategy planned out so once that random (but targeted!) person on Facebook clicks on your ad they have started into one of your funnels without even knowing it.

Phew. That's about it.

By now, you should have a better understanding of insurance agency marketing.

As you can see there are 5 different "pillars" that are built upon the foundation that is your website. Put it together and it all makes up your digital marketing strategy.

But it's like peeling away the layers of an onion as you dig into each one. On top of that, each will overlap with the others in some way, shape, or form.

If one piece is off, the whole thing isn't going to come crashing down. But it can make the strategy itself less effective.

Who wants to waste money on an insurance agency marketing strategy that will fail? Never mind the time you spent putting it all together.