Role of digital marketing in driving sales for insurance agents

Digital communications are more important than ever, but one tool, in particular, can increase landing page conversion rates by 80%.

Social media shouldn’t be an afterthought, but a way to share meaningful content, generate leadership thoughts, and ultimately generate leads.

Insurance clients will continue to expect virtual service in all areas of their lives.

Industries such as insurance with high trust and contact customer interaction can be permanently impacted, making digital communications an imperative for agents and brokers.

The importance of being authentic:

Insurance professionals who authentically communicate strategically through multi-channel touchpoints now have a competitive advantage.

Investing time and money in digital marketing will have a personalized conduit to expand the own brand and experience to clients and prospects.

At the most basic level, agents and brokers must communicate through multiple channels.

Events on the website, email, social media, and online, such as webinars, need to be coordinated, have a consistent voice, and all work together to achieve the organization’s goals.

Email remains a critical component of a successful communication strategy, with consistency the key.

Sending customers and prospects a monthly or weekly newsletter with relevant content will provide them with practical advice on current news and market conditions.

Know clients, prospects where they are:

Social media shouldn’t be an afterthought either, but rather a way to share meaningful content, develop thought leadership, and ultimately generate leads.

If don’t believe that social media can generate income, think again.

Social engagement gives agents and brokers an authentic voice to engage with customers and attract new prospects.

In fact, a recently commissioned survey found that 48% of all respondents acquired new customers on social media.

Younger agents (24 to 40 years old) see the value in social networks more than their counterparts over 41 years old.

67% of the group trust social networks to build their brand, share information with customers ( 68%) and 59% are adding new clients from social activity.

For more seasoned insurance professionals or those looking to incorporate more sophisticated marketing strategies, content marketing is critical and video should be in that mix.

Videos are increasingly being used to reach current clients and new prospects to help maintain human connection during times when in-person meetings are not possible.

Agents and brokers who are comfortable with this medium find it humanizing and an opportunity to provide feedback or guidance on current trends.

Videos have also been shown to increase landing page conversion rates by 80%.

Differentiation of digital marketing:

These tasks may seem overwhelming, but the most successful consultants are adding digital marketing tools to their overall technology stack.

By harnessing the power of technology, many of these activities can be automated to serve as a foundation on which advisors can build.

This frees up time for the advisor to be more creative with their marketing and ultimately serve their clients better.

When the foundation is strong, advisors have the opportunity to really improve their brand and differentiate themselves from their competitors.

In other words, the assessors have time to show their authenticity.

In our digital age, it can be difficult to establish a genuine connection with customers and prospects.

Demonstrating authenticity and a real human side will set to apart from the competitors.

Agents and brokers can have a little fun and be themselves while helping clients make informed financial decisions.

An agency’s digital footprint can have a huge impact on attracting and converting prospects into clients.

Being able to lean on technology created specifically for the financial services industry can be a great relief for insurance professionals while they navigate.

Ultimately, marketing can make the difference between increased revenue or stagnant performance as the industry moves into a new era.

To switch social media marketing from brand to sales:

Ways to make insurance social media marketing more performance-oriented.

Insurance companies have long viewed social media efforts from a brand marketing standpoint and leveraged them to generate creative messages and corporate recognition.

This is a worthwhile endeavour, but it’s time for insurance marketers to add another level to their social media strategies: performance marketing.

Performance marketing focuses on social media as a conversion tool (Generation / Adobe Stock).

Performance marketing focuses on social media as a conversion tool, driving lead generation and sales rather than vanity metrics alone.

Instead of tracking the comments or reach of a post, marketers can, for example, track how many readers click on custom landing pages.