This post is part of a series sponsored by ITC (Insurance Technologies Corporation).
The insurance industry is perhaps one of the last to go through digital interference caused by the internet. It is true that the land is changing. For independent agents to continue to grow and remain competitive, they need to reach consumers where they are: Online. Digital marketing strategies, such as search engine optimization, can open your agency to new audiences. And offer your business a stronger foundation to stand on.
The most important idea of digital marketing
What digital marketing strategy should you use? It may differ from agency to agency. But the main idea of digital marketing is still constant. Think of the following story …
Some time ago, a doctor opened his first practice. His name was on the door. His office was open for business. He waited for his first patient to arrive. And waited. And waited.
His practice was still unknown to the area. No one knew enough about his abilities to trust his business for him.
One day a mother hurried into her office with her young son. He demanded medical attention, quickly. The doctor treated him, and the boy's health improved. The mother was so impressed, she told all her friends about the experience.
Words of his abilities spread throughout society. In the coming weeks, the business increased.
This story reflects how companies have grown for centuries. Successful digital marketing strategies and SEO campaigns are closely linked to consumer confidence.
Finding Your Big Image Strategy
To find your agency's ideal digital strategy, start by looking inward. Take a look at your agency's identity.
What values does your agency love? What impact do you have in your community? Or, what impact would you like? Yes, you can give a financial security blanket to people in your city. But then your competitors do.
Try to think of your unique value proposition. What makes your agency distinct? What makes you stand out?
Then reflect on who your target audience is. What do they need and want? What questions do they have? How will your agency respond? Focus on audiences and individuals instead of products.
Then you have to adapt the two concepts. Match the insurance agency's value suggestions to the needs of your target consumers. In digital marketing, this rubber meets the road.
Good storytelling can bridge your agency to consumers. Gather insights about your target consumers. Then link your findings to stories that reason. Find a message that communicates how your agency helps consumers in their moments.
Try to deliver the right message to the right person at the right time. An insurance website and e-mail marketing platform can work together here. Maximizing efficiency is even more so by integrating them with an agency management system.
Follow up on the targeted messages with good customer service. Then encourage your customers to spread the word to people they know.
Remember, this is how the doctor has cultivated his practice. And so many insurance agents began their business before internet. This way still works. It's just done on digital channels today.
The future may seem uncertain. Remember to go back and look at the big picture at regular intervals. Polish your digital marketing plan to match. When you stick to the main idea of digital marketing, you will succeed no matter what tactics you get these results.
Want to stay updated?
Get the latest insurance news
sent straight to your inbox.