Digital Marketing for Independent Insurance Agencies

If you’re a savvy insurance agent – and by your decision to read this post, you are – you know that the traditional way of doing things is no longer relevant when it comes to attracting new customers. Whether it is life insurance, auto insurance, home insurance, health insurance or travel insurance, more and more people are shopping online before making a final decision, and if you aren’t there to greet them, your competitors likely will be.

A Monumental Power Shift

According to global media measurement and analytics company ComScore, of the people who shopped for auto insurance in 2015, 71 percent looked online and received multiple quotes before making a final decision. This kind of information illustrates that the power is now in the hands of the consumer when it comes to buying insurance.

Every single day, 2.9 billion searches are made on Google. Obviously, just a tiny percentage of those searches have to do with insurance, but the days of consumers being leery of making purchases online are long gone. Not too long ago, an independent insurance agent could take time to develop a relationship with a customer, and that relationship often lasted for years.

Modern consumers are taking advantage of the technology available to them and using it to find the best deals possible. Sometimes, they never even come face to face with an agent at all; opting to conduct all of their insurance-related business online. For some consumers, searching for insurance online relieves them of any perceived pressure they may feel when dealing with an agent one-on-one, some love the convenience, and some may just be plain lazy.

Throwing Your Hat Into the Ring

Regardless of the reasons for consumers making the shift to finding their insurance online, the fact is that it’s happening and if you don’t keep up you’ll be left behind. If you are one of the stragglers that haven’t been interested in digital marketing for your insurance agency up to this point, it’s time to move into the present and leave the past behind.

The beauty of a properly executed digital marketing campaign for your insurance agency is that it allows you to be available 24 hours a day for your prospective customers. It also evens the playing field when it comes to competing with the heavyweights in the insurance industry. Digital marketing is about much more than simply paying astronomical prices for online ads, and with the right strategy, you can be there when people are looking for your services.

Where Most Insurance Agencies Fail with Digital Marketing

Trying to keep up with the giants of the insurance industry is one of the big mistakes independent insurance agencies make when it comes to digital marketing, but it isn’t the only one. A successful digital marketing campaign consists of a range of different components that go far beyond just the website.

In order to attract new customers and build relationships without actually being there in person, elements such as social media, email marketing, online ads, landing pages, video, favorable reviews and ongoing, relevant content need to be part of the process. For many insurance agencies, this is where mass confusion sets in and they try to tackle these tasks without the benefit of a solid plan.

Having a detailed strategy in place is essential because it allows you to keep that one element that won you so many customers in the first place, which is your personal story. When making the transition from offline storefront to online presence, most insurance agents don’t know how to maintain that personal feel, and perhaps your most endearing quality is lost.

Ticking Off All Your Digital Marketing Boxes

The key is to find a digital marketing provider that specializes in insurance, so you can be sure every aspect of your digital marketing campaigns are in place and happen in the proper sequence. One resource that lays out the information in a step-by-step format and is exclusive to the insurance industry is a new book by Charles and Linda Musselwhite called “7 Pillars of Digital Marketing for Insurance Agencies.”

“7 Pillars of Digital Marketing for Insurance Agencies” has all the information you need to compete in the complex world of digital marketing for insurance agencies and covers:

  • Website
  • Content
  • Email
  • Online Ads
  • Video
  • Social Media
  • Reviews & Testimonials

Charles was a series 7 & 66 financial advisor that sold insurance and other investment products and has been in the trenches when it comes to selling insurance.

7 Pillars of Digital Marketing for Insurance Agencies provides much-needed support to independent insurance agents and even has a FREE download after each chapter that pertains to that specific pillar. These “pillars” will help you construct a sound digital marketing plan and consist of your Website, Content, Email, Online Ads, Video, Social Media and Reviews.

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Linda and Charles Musselwhite

Charles and Linda Musselwhite are the founders of Musselwhite Consulting, a hybrid marketing agency based in Southern California. With over 20 experts on their team, they provide coaching to complete (full service) marketing to small and mid-size businesses. Charles and Linda give back to the entrepreneur and SOHO (small office home office) community through workshops and webinars (since 2011) on assorted digital marketing and business growth topics. Married for more than 25 years, they honor the same values in their business as they do in their marriage: trustworthiness, honesty, loyalty and integrity.

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