The ever-changing digital marketing landscape can be overwhelming for independent insurance agents. What works and what doesn’t? Where should you spend your limited resources? Perhaps the best method is to allocate some energy across the fundamental online marketing channels. By doing so, you can reach clients and prospects in a variety of ways, while also discovering what work best for you.
Here are six fundamental aspects of a well-rounded digital marketing program:
Online marketing can work well because your results can be tracked. By selecting the right “key performance indicators,” you can accurately determine your ROI. Through digital analytics, you can assess your outcomes across all digital marketing channels. To get started, sign up for Google Analytics at no cost.
Social Media Marketing
By using social media, you can engage your customers and build relationships. You can get the message out about your agency and build your online reputation. Plus, social media is becoming increasingly integrated with other digital marketing channels like search and email. Even if you don’t use social media every day, you can help stay top-of-mind by updating your social pages just once a week.
Search Engine Optimization (SEO)
There are more than six billion Google searches every day. More and more of these are occurring at the local level, with consumers searching in their area for products and services close to home. It’s important that your insurance agency is “findable” in these searches, so make sure you’ve completed your local places page at Google.
Pay-Per-Click (PPC) Advertising
Online advertising has come a long way as much of the guess work has been eliminated. Using web analytics, you can optimize your campaigns for increasing results. You can target your prospects at search and social sites based on their interests and online behavior.
Like social media, you can use email’s power to nurture relationships with prospects and customers. By using a simple email marketing service, you can send out a monthly newsletter to keep your clients and prospects engaged.
By producing regular content, you can provide genuine value and position your agency as a trusted adviser. What you produce can also be linked from social media and in your email newsletter. Content marketing can take the form of a weekly blog post or a special press release.