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 busine
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