As highlighted in our previous post ‘Why Do I Need Life Insurance?’, life insurance can be used as a way to reduce the potential financial burdens that loved ones could face if the policyholder were to pass away. However, many people are still unaware of or are unwilling to invest in life insurance.
This is partly because the market is so congested with many different companies offering similar services, which makes it difficult for them to find what they need. This saturation also makes it difficult for insurance companies to reach out to potential clients — bad news all around.
However, that’s where digital tools come in. Investing in key practices such as branding, SEO, web design, and blogging can help you grow your brand and increase your visibility. In fact, Maryville University explains how digital marketing spending is expected to rise to $335 billion this year. That’s why it’s so important to keep up with the times and promote your brand effectively. Here are some strategies to consider:
Focus on SEO and PPC
Most, if not all, of insurance marketers are still reliant on search engine optimization (SEO) and pay-per-click (PPC) campaigns that will drive traffic to their website and help them dominate the first page results of search engines. Tech Jury reported that 93% of customers begin their online experience through search engines. Given this reality, it is imperative that insurance companies use SEO to make sure that potential clients see their company whenever they search about anything insurance-related. Insurers can also implement PPC campaigns which are great at improving customer retention and reducing customer churn rates.
Communicate through videos
Video streaming sites are becoming more and more popular, and as an insurance provider, you can cash in on this opportunity by creating informative videos that highlight the benefits of having life insurance. Feature video testimonials that show your policyholder’s opinions about having insurance and the positive impact it has had on their lives. You can also produce videos that exhibit your company’s values and its commitment to society. After all, it was good video content that helped launched insurance corporations during the boom of the internet era, and in this age where everything is going increasingly digital, it pays to keep up with the latest trends.
Create a blog
In the past, part of the marketing strategies of insurers was to email prospective policyholders with lengthy paragraphs about their company and the insurance programs that they offer. Discussions on Quora about how insurance companies use digital marketing explained that such efforts are usually not taken well by customers because they are boring and do not seem targeted at the right audience. That being said, the key to bringing your life insurance plan to potential policyholders is by creating quality content that will be of use to them and will aid them in seeing the significance of having life insurance.
Don’t forget social media
With how similar insurance programs can be across companies, customers are more likely to buy insurance from insurers that provide extra value through interactions. Clare Talbot-Jones of Talbot Jones Ltd emphasized that social media can help brokers form meaningful relationships, stating that 70% of her business came from successful negotiations on the platform. It’s important for insurance companies to be quick and responsive to the client’s needs to improve customer satisfaction and get more referrals to positive feedback. With social media, listening to the concerns of your clients and attending to their needs will be more efficient and easier. However, while there is no harm in connecting with clients through various platforms, it pays to focus on a specific one. Researchers from the University of Amsterdam pointed out that certain mediums suit certain businesses best because each one offers a unique experience.
The life insurance industry might be at a 50-year low but by focusing on SEO, creating a blog, utilizing social media, and communicating through videos, US consumers are much more likely to realize its value.
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Written by: Jam Brandy