Digital marketing is all the go these days, and insurance brokers, just like all professionals, need to know how to make the most of it.
Here are some tips for getting started.
Optimising organic online marketing
There are plenty of options for free digital marketing. If you can get these to work for you, it could mean reducing your advertising and marketing costs considerably. Here are some options.
- Content marketing – keeping your website content fresh and relevant is essential for performing well in online searches and connecting with your target audiences.
- Search engine optimisation (SEO) – good SEO (incorporating popular keywords and phrases into your content) can get your website on the first page of results when people do online searches.
- Email marketing – most people use email daily, and email marketing can be one of the best ways to connect with potential and existing customers.
- Social media marketing – social marketing enables you to communicate, build relationships, share your content and show your business’s ‘human face’.
Paid marketing options
Paid marketing can be a good way to get a business noticed online, especially if it’s not happening quickly enough using organic methods. Here are some examples.
- Search ads – these types of ads use a ‘pull approach’ in that they rely on people entering key terms or phrases when doing online searches.
- Display ads – these ads fall into the ‘push approach’ as they are paid placements designed to raise awareness of your brand. To provide an example, advertisements that appear on Facebook feeds are display ads.
- Programmatic advertising – involves using machines and algorithms to buy display space. This involves venturing into the world of AI, although it still requires human input to design and formulate the ads.
Tips for digital marketing for insurance professionals
- Know your target audiences well and understand their needs – this is the essential starting point for all types of marketing.
- Set goals for your campaigns – as this gives you something to measure them against.
- Make use of software tools for assessing campaigns – Google Analytics for example.
- Continuously measure your ROI – that way you know how much you are gaining in comparison to your spending.
Lastly, be a little flexible. If one method doesn’t work well for you, be prepared to try another. And don’t be afraid to speak to a digital marketing professional if you need some expert help!
Speak with the team at Sanctuary Labs to find out more and to enhance your Marketing Presence in an increasingly competitive insurance market.