The insurance market is facing a lot of challenges today. Consumers don’t like being “sold to” anymore; they do research, expect seamless shopping experiences, and want to feel like they’re being courted. Giving them a piece of paper with an “urgent” tag isn’t going to work for today’s customer.
That said, online shopping isn’t the only convenience consumers want. According to the BrokerLink website here, it’s easy to go online and buy car insurance, or pretty much any other policy. However, having a website or social profile isn’t enough to stand out anymore.
As a result of these challenges, many agencies have begun to look for creative ways to advertise their products. Here are a few of the most innovative marketing strategies for insurance brokers and companies, and why they work.
Start with a Creative But Simple Website Design
Potential clients are going to judge a business’s credibility by its website’s design. That’s why it’s something on which companies spend a significant amount of time, and the insurance industry is no different.
However, complex, information-filled sites can also scare away visitors who can’t find what they need. Many consumers have little to no understanding of how insurance works or what they should look for. A good website shouldn’t overload them with information.
Instead, it should feature quick, clear links showing visitors precisely what they want to know. Many agencies and brokers will also include forms on almost every page, making it easy for potential clients to establish contact.
Add a Blog
Blogs are opportunities. An informative, SEO-optimized blog can help a broker significantly increase their website traffic. It also serves as a showcase for their expertise and knowledge of their field. That, in turn, makes them more appealing and adds credibility to potential clients.
We mentioned that consumers like to do their own research. If they can get the data they need from an agency’s blog, they’re more likely to contact them for insurance information rather than finding it elsewhere.
Try Video Marketing
Everyone loves visuals, from Google to consumers. In fact, research suggests that 80% of internet traffic will consist of video by 2021. It’s also a great way to get creative, engage lazy buyers, and build excellent brand recognition.
It’s so effective that 82% of businesses consider it an essential part of their marketing plans. If an insurance company wants to create engaging, memorable content with a high ROI, including video in its advertising strategy is a must.
Sprinkle with Humor
Being an insurance broker or agency doesn’t mean that all marketing materials must be serious. Humor is a good thing; it’s fun, easy to understand, draws people in, and makes them feel comfortable.
A popular UK brand uses comedy and animation to their advantage. Their videos make consumers chuckle as they get a clear idea of why they need insurance and what it can do for them.
Agencies shouldn’t be afraid to use humor in their marketing posts and videos. Insurance may be a serious matter, but that doesn’t mean the ads have to be depressing and dull.
Be Social and Socially Conscious
Being on social media is vital, and being active is even better. Remember, Facebook, Twitter, and Instagram are great platforms for paid ads. However, it’s also the perfect place to interact with both potential and existing clients.
Social media adds an element of transparency to a business. Interestingly, about 43% of consumers don’t trust insurance companies. That makes it essential for agencies to be open and show that they’re socially conscious.
Getting involved in community projects and showing charitable contributions is also crucial. It’s a great way for a broker or agency to show that they’re dedicated to more than just the wellbeing of their pocket.
Get Rave Reviews
Reviews go hand in hand with having a transparent business online. Consumers will do extensive research before deciding to go with one company over another. Reviews can quickly swing an opinion from positive to negative or vice versa.
Insurance companies should allow reviews on their social media pages. They should also respond to feedback on sites like Glassdoor or Google Business. Even limited interaction can change a negative review into a positive one.
Takeaway
Advertising insurance isn’t easy. Many consumers either don’t realize the need for it or are hesitant to spend money on something they can’t touch, fully understand, or see.
Complex websites, dry marketing materials, lack of transparency, and no community initiatives are all things that agencies and brokers can overcome. By incorporating video, humor, and simple, informative, and creative content in their advertising strategies, insurance companies can significantly increase their traffic and business.
