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Your Roadmap to Growth in 2024

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Your Roadmap to Growth in 2024

The insurance industry is competitive, so you need an effective insurance marketing plan to help set you apart. We’ve compiled 10 insurance marketing strategies to promote yourself as an agent.

We discuss ten effective insurance marketing methods below.

1. Reevaluate Your Insurance Website

The first step in improving your insurance marketing strategy is to reevaluate your existing marketing efforts. This starts with your website.

Potential customers will form an opinion of your insurance company based on their first impression of your website.

Your website is the focal point of all your online marketing strategies. It should be one of the biggest ways you generate leads.

Reevaluate your existing website to find opportunities for improvement.

Here are a few things you should consider when updating the website for your insurance business:

  • Is your website easy for new customers to navigate?
  • Does the content on your website tell the right message?
  • Are the images and headshots current?
  • Is your contact information correct?
  • Are your call-to-action buttons effective at driving lead generation?
  • Did you link your corresponding social media accounts?
  • Does the design prioritize a seamless mobile experience?
  • Are you taking advantage of the benefits of having a blog on your website?
  • Is your website optimized for SEO?
  • If you don’t already have one, can you add a login portal for existing clients to access their account and policy information?

Don’t be afraid to hire a professional writer to upgrade your content or a web designer to create a new landing page. When done correctly, these investments in your business can have big rewards.

2. Focus on SEO

Ranking high in search results is important for attracting new customers who are searching online for the right insurance company.

Focusing on search engine optimization can help your insurance business rank higher in search results.

insurance marketing

Here are a few tips for engaging in content marketing and prioritizing SEO:

  • Conduct keyword research to determine which keywords you should be targeting. This can be done with helpful tools like Semrush. Semrush is a great tool for performing keyword research for your website, blog posts, and PPC ads. Check out our comprehensive Semrush review to learn more.
  • Incorporate keywords throughout your website in places like headings, URLs, and image alt text.
  • Create a Google Business profile . Add your business information and work on earning positive online reviews. Google Business listings are a great way to attract new customers.
  • Earn backlinks by partnering with other high-ranking websites. This involves writing content and having it published on their website.

SEO is a long-term marketing effort. Results will be built up over time, not immediately.

3. Run PPC Ads to Your Website

After you’ve reevaluated your website with a focus on SEO, a great insurance agency marketing idea is to run PPC ads to your new and improved website.

With PPC, or pay-per-click, ads drive traffic to your website. When someone clicks on your ad, they will be redirected to your website or landing page. They will then explore your offer or services as displayed on your website.

Some marketers direct PPC ad traffic to the company’s landing page. Another option is to create a new landing page with an offer that addresses specific customer needs.

The people who are clicking on your ads are most likely interested in your insurance policies, which means this tactic can help you obtain more qualified leads. Pay-per-click tools can help you maximize your insurance marketing strategies.

When done correctly, it’s an effective way to drive more leads to your insurance business website.

4. Promote Your Insurance Agency on Social Media

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Building a presence on various social media platforms is a great way to market your insurance business.

Social media is a great place to reach your target market, engage potential customers, and showcase the personality of your insurance agents.

Start by determining which platform makes the most sense for you. Should you focus on TikTok, Instagram, or LinkedIn? Which platform is your target audience spending their time on?

Then, after you’ve decided which ones you think would be the most effective, focus all your social media marketing efforts on those ones.

You can create social media profiles for both your insurance business as a whole and your individual insurance agents can also create their own profiles.

Social media provides a great opportunity to come up with the most creative marketing ideas for positioning yourself as an industry leader.

5. Capitalize On Your Existing Customer Base

If you’ve been in the insurance industry for a while, you most likely already have a network of existing customers. Incentivize your existing customers to recommend new business to you with an enticing referral program.

Referral programs provide monetary compensation for each person referred to you and becomes a customer.

This means that you’re making money off of these new clients, and the people who referred them to you are also being rewarded. It’s an effective way to earn insurance leads and increase sales.

The best part is that your customers already have a positive opinion of you, and they will pass this positive review on to the people they refer. They’re already putting in the big insurance marketing efforts for you.

Challenge each insurance agent that works at your company to capitalize on their existing customer base to draw out potential customers. Make phone calls to these clients to see if they have anyone they would like to refer to you.

However, your referral bonus must be worthwhile. If the referral program you offer isn’t worth the effort for people, then you won’t see great results, and you might even end up insulting your current clients.

6. Start a Newsletter

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Newsletters are another key part of having an effective content marketing strategy for your insurance business.

Starting a newsletter is a great way to further educate your target audience about the insurance products you provide.

Insurance agents can dive deeper into health insurance, auto insurance, and other types of insurance that they offer. By sharing valuable information, you can further develop relationships with your clients.

Here are a few ideas for how you can build relationships with potential customers through your newsletter:

  • Create an email funnel that nurtures new subscribers. Start with an introduction to your company, then explain an important insurance product, and so on.
  • Automate follow-up emails after you have initial contact with potential customers.
  • Personally invite them to local community events that you will be sponsoring or attending.
  • Send them well wishes for important milestones while gently reminding them of insurance products they might need. For example, if they have a milestone birthday or get married, inform them of the different types of insurance they could need at these new stages of their lives.

Insurance agents can build up their email list over time with every new client they acquire. You can also place a call-to-action button on your website where people can sign up for your newsletter directly.

Email marketing can be a great option for insurance companies, no matter their marketing budget. Newsletters can be relatively low cost based on the size of your email list and which email marketing service you use.

Check out our article on the best email marketing software for more info.

7. Build Your In-Person Presence In Your Community

While digital marketing is very important for promoting your agency, in-person insurance marketing is equally as important.

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Here are a few insurance marketing ideas for promoting yourself in person to your community:

  • Sponsor a local event that is relevant to your business.
  • Partner with local businesses to leave your business cards in their lobbies.
  • Take out ads in newspapers or on billboards and radio channels.
  • Attend networking events where you meet other professionals in the area.

Becoming a key figure in your local community is a great way to promote your insurance marketing business and corresponding insurance agents.

8. Partner With Influencers

You can partner with influencers to improve your content marketing strategy and increase brand awareness.

Here are a few insurance marketing strategies for partnering with influencers:

  • Engage in video marketing. Have the influencer create videos where you answer their questions about insurance.
  • Prioritize content marketing. Have the influencer write a blog post on their website about the importance of insurance and how they had a great experience working with you to obtain it.
  • Ask to be a guest on a local podcast or radio show with a substantial following.

Influencer marketing is one of the best insurance marketing ideas because it enables you to tap into an existing audience with a trusting relationship with that particular influencer.

9. List Your Insurance Business in Company Directories

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Now that we’ve discussed eight insurance marketing ideas, we still have two more helpful ideas to discuss.

One of the most effective insurance marketing strategies is listing your agency in company directories.

Company directories will help your agency reach customers in places they already trust. It will be easy for more customers to find your business when searching in directories they have used.

Being listed in company directories is another one of the most effective insurance marketing strategies because it helps your agency build trust with your audience.

10. Create Informative Brochures

Your insurance marketing strategies should also include printed materials.

Brochures, business cards, and other informative sheets should be one of your prioritized insurance marketing strategies.

For example, you could create a sell sheet detailing each insurance policy you offer. This could be handed out at the networking events you attend or posted to local businesses.

Your printed materials should give potential customers just enough information to make them want to contact you and learn more about your services.

If you’re a non-designer but looking for an easy design program to help you create brochures and marketing material for your agency, Canva is a great place to start. Check out our full Canva review to learn more about this helpful design program.

Effective Insurance Marketing Ideas

We’ve given you ten effective insurance marketing strategies to help you promote your business. These ideas are meant to help you elevate your position within the insurance industry. We wish you the best of luck in promoting your business!



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AFFILIATE MARKETING

Why Are New Business Applications at All-Time High?

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Why Are New Business Applications at All-Time High?

More people are starting businesses now than ever before — and the reason could be that the opportunity cost, or what they have to give up in exchange for entrepreneurship, is lower than ever.

Data that the U.S. Census Bureau released earlier this month shows that the total number of applications to start businesses hit a record 5.5 million last year.

That’s half a million more applications than what was filed in 2022.

Related: Here’s What Millions of Small Businesses Have in Common, According to a New Survey

Census Bureau data from the first four months of this year show that the startup boom is still going strong, too — from January through April, the number of new business applications totaled over 1.7 million.

Why are more people filing to start new businesses?

Columbia Business School professor Angela Lee told Entrepreneur that the reason could be the “unprecedented number of layoffs from big tech companies in the last several years, resulting in a large pool of talent freed up to pursue entrepreneurship.”

Columbia Business School professor Angela Lee (left) and Co-Founder of Plum Alley Investments Andrea Turner Moffitt (right). Photo by Monica Schipper/Getty Images)

Lee, the director of the Eugene Lang Entrepreneurship Center, also noted that “entrepreneurship has historically been counter-cyclical because the opportunity cost to start a company goes down during a recession.”

Related: Want to Start a Billion-Dollar Business? Look to These Two Industries, Which Have the Most Unicorn Growth

Big tech companies have been laying off employees in record numbers in recent years.

Tech layoffs last year affected 263,180 employees globally according to tracker Layoffs.fyi.

Amazon laid off the most people (27,410) last year, but Meta (21,000), Google (12,115) and Microsoft (11,158) also contributed to record numbers.

The unemployment rate has remained stable, in the 3.7% to 3.9% range in the U.S. over the past nine months, according to the latest U.S. Bureau of Labor Statistics jobs report.

Related: ‘The Employment Situation’ Report for April Shows Employers Are Taking Hiring Down a Notch, Employee Wage Growth Slowing

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How CEO Visibility Shapes Your Company’s Reputation

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How CEO Visibility Shapes Your Company's Reputation

Opinions expressed by Entrepreneur contributors are their own.

Hyperconnectivity and social media have forever changed the reach and impact of company leadership. These days, chief executives are expected to be the face of their companies, not only in the boardroom, across annual reports or at shareholder meetings, but across the entire and endless digital expanse.

The supercharged visibility of CEOs and other C-suite executives online plays a pivotal, if not essential, role in shaping brand perception and, by extension, brand perception and reputation. This transformation not only forced corporate PR teams to shift focus toward heavily digital branding strategies; it’s also prompted many leaders to rethink their entire approach to image management and public engagement.

Related: How to Skyrocket Your Business to the Top With Thought Leadership and Visibility

The digital persona: More than just a role

The internet (particularly social platforms) has democratized information in incredible ways, giving consumers unprecedented access to the people behind the brands their favorite brands. This shift has made your CEO’s digital persona an integral part of your company’s image.

When your CEO actively engages with audiences online, whether that’s through social media, blogging, webinars or workplace videos, they essentially humanize your brand, lending a powerful human element that can lead to stronger connections with both current and potential customers. A proactive and carefully managed online presence can boost such intangibles as trust and transparency. When your CEO is visible and interacting in ways that align with company values, they can help create a sense of openness that builds trust and connection with your business.

Such a presence can also elevate your thought leadership efforts. By sharing industry insights and forecasts, your CEO (and other executive leaders) can establish themselves and your brand as experts in your space, strengthening a critical perception that nudges customers closer to the finish line.

Impact of CEO visibility on brand perception

How your CEO crafts their image and engages with folks online can have a meaningful, sometimes even lasting, impact on your brand’s relevance and relatability. For example, a CEO who makes themselves approachable and (perhaps most importantly) relatable on social platforms like Facebook, LinkedIn and even TikTok can deliver real-time dividends for brand loyalty, driving trust and consumer interactions in the right direction.

In contrast, as a leader of an organization, a CEO who often seems aloof, distant or disconnected — especially from the values they preach or relevant societal issues and events — can inadvertently drain their company’s reputation, creating an association that can be hard to pull away from.

Successful CEO visibility efforts

Consider Tim Cook of Apple or Satya Nadella of Microsoft. Through both brand PR and adept personal efforts, both leaders have crafted online personas that align closely with the innovative and forward-thinking ethos of their companies. Cook and Nadella are not only effective, often persuasive advocates for their products, but also for broader issues like border societal concerns like privacy, security and corporate responsibility, often mirroring sentiment among their customer base.

Related: In a Downturn, It’s Not Enough to Have Good Financials — Brand Visibility Is the New Currency.

Potential risks of higher visibility

Of course, while there are clear benefits to having a highly visible CEO, there are also risks, including:

  • Inconsistency. Any discrepancy between your CEO’s online persona and your company’s actions can lead to public relations issues. Consistency and brand-leadership alignment are key.
  • Overexposure. Too much visibility can backfire over time, especially if it shifts focus away from your company and onto your CEO’s personal views or actions. Again, coordination and careful management of each strategy is essential.

Harnessing social media for CEO influence

Social media can be a double-edged sword. While it does offer a host of valuable platforms for leaders to engage audiences, it also poses considerable risks, especially if not managed carefully.

Here’s how savvy CEOs use social media to their advantage:

Regular updates: Skilled leaders understand how to leverage social channels to keep followers informed about company news and industry trends.

Engagement: While often challenging, CEOs who respond to comments and participate in discussions (measuredly, of course) help build a community around the brand.

Crisis management: Executives who address issues head-on can turn potential negatives into positive press. This also helps demonstrate leadership and accountability, essential to building positive sentiment and trust among consumers.

The SEO advantage of CEO visibility

While sometimes overlooked, CEO visibility can have a sizable impact on your brand’s search engine optimization (SEO) efforts. For instance, regularly updated blog posts and articles from your CEO can provide an incredible opportunity to drive organic traffic to your website, in turn improving its search engine ranking. Additionally, positive mentions of the CEO in the media can help generate positive headlines in Google, boosting your company’s larger online footprint.

Elements like consistent content creation — high-quality, optimized content — and link-building (leveraging and promoting CEO-authored articles and posts) can heighten your CEO’s online visibility and, by extension, elevate your brand across critical search results pages.

Related: This CEO Shares 4 Highly Effective Ways to Promote and Scale Your Small to Medium-Sized Business

Stepping into the spotlight with integrity

Visibility is powerful, but it must be handled with integrity to really benefit your company’s reputation. Your CEO’s online actions and communications should be thoughtful, authentic and aligned with the company’s values. Whether it’s participating in online discussions, writing insightful articles or engaging with followers on social, every activity contributes to the tapestry of the company’s online presence.

A CEO’s digital visibility is a formidable tool that can profoundly shape your company’s reputation. By embracing the spotlight with sincerity and strategy, your CEO not only bolsters your company’s image but also sets a benchmark for future leaders.

In this rapidly evolving digital landscape, those at the helm who can navigate with visibility and integrity are the ones who will steer their companies to new heights of success and influence.

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Improve Workflow with Advanced Diagramming for $20

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Improve Workflow with Advanced Diagramming for $20

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

When embarking on a large team project, communicating all of the ins and outs of it and then keeping track of everyone’s work in relation to the plan can grow overly complicated fast. In essence, that’s why diagrams and project tools have proven to be so valuable to businesses over the years.

For a deal on one of the world’s best business planning and diagramming tools, you might want to hop on this very limited-time opportunity. Today only, you can get Microsoft Project 2021 Professional (PC) or Microsoft Visio 2021 Professional for Windows for $19.97 (reg. $29.99).

Visio makes it easy for business professionals and teams to create and share data-linked diagrams of all varieties. The program makes creating these diagrams simple with a wide range of templates, which users can customize using any of over a quarter-million shapes available on Visio’s online content ecosystem.

Visio users can automatically generate org charts using common sources like Excel sheets, and docs from Exchange and Microsoft Entra ID. In addition to org charts, businesses commonly use Visio for creating network diagrams, floor plans, flowcharts, and various brainstorming tools like fishbone diagrams and SWOT analysis docs.

From 13 reviews by verified purchasers in the Entrepreneur Store, this deal has an astonishing 5/5 star average rating. One recent five-star review described the appeal well, stating, “Incredible deal on Visio 2021 Pro! I can do floor plans, network diagrams, and more. Extremely happy with this purchase.”

Also available for $20 for one day only, Microsoft Project Professional allows users to take the data they learn from diagrams and actualize it into effective, successful projects. It features pre-built project management templates, timesheet trackers, schedule builders, and more. Project Pro is also rated 4.4/5 stars on Capterra and GetApp.

Don’t forget that this is the last day when you’ll be able to get:

StackSocial prices subject to change.

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