Constant Google algorithm updates. A massive reduction in Facebook organic reach. After all the challenges we’ve been through in digital marketing, you might be wondering how you can future-proof your online insurance marketing. Here are 3 points to consider to accomplish just that:
Make Sure You’re Measuring Your Results
In 2016, it’s so much easier to know how your campaign is performing. With the availability of Google Analytics, it’s easier than ever to know precisely how your efforts are paying off. It’s crucial to measure your campaigns so you can keep making progress. It’s also important so that you can pivot if you need to when the inevitable changes happen at search and social. Having a backlog of information as a baseline will help you to know what happened and help you recover.
Think Integrated, Not Channel
We still call them by their names: email, social media, SEO, paid ads, etc., but how long will it be until they’re so merged we can’t even tell where one begins and one ends? Whether it’s Google integrating more real-time results into their search or retargeting your website’s visitors across the web, the online experience is becoming so integrated that we need to focus on delivering quality overall more than focusing on a single channel like search or social.
Develop Meaningful Content Consistently
Be consistent, and deliver good content. This doesn’t mean that you have to a) write great literature online or b) blog and tweet every hour. You should however find a rhythm that you know you can sustain. It means that you should put out content (blog posts, news, events, updates, etc.) that is made for real people and ideally something that you’d want a friend read.