The easy answer to the question, “how to market insurance” is simply choose one of the thousands of techniques currently in use and see what’s most successful. There are so many reasons to focus on online marketing simply because that’s where you’ll reach a mass audience. This is also where the majority of your competitors are vying for the same prospects.
One thing is certain – consumers are relying more and more on the Internet for making purchases as well as use it to get the majority of their information about products and services before they buy anything, and this includes insurance products. It’s easier for you to use the web to monitor your marketing campaigns and determine their success.
Start by establishing a budget
It’s easier to gauge the success of your campaign by making a marketing budget and then come up with a figure for just how much you actually want to spend on a great website. You’ll need to factor things in like maintenance and content updates, search engine optimization, email marketing and social media.
You could also do pay-per-click advertising, though if you’re just starting out with online marketing (or have a very limited budget), perhaps just focus primarily on search engine optimization as the return on your investment is likely to be much higher than pay-per-click advertising.
By setting goals, such as creating more awareness of your brand, or adding more leads or sales, it’ll be much easier to track your success. As you reach your first set of goals, modify them so your agency continues to strive for improvement.
Identify your audience
In any marketing campaign, to be successful you need to know your audience, which you can define by territory (are you targeting a specific geographic area?), or a specific class of people (are you interested in new families or retirees?), or perhaps you plan to target either homeowners or renters.
Using social media is a great way to establish that you’re an insurance expert and may also help you to build lasting relationships. Remember, blog posts are great content to share on social media and is one more example of how to market insurance.