7 digital marketing strategies

7 digital marketing strategies

Here are seven digital marketing strategies for agents and brokers:

Invest in SEO
SEO, or search engine optimization, refers to strategies utilized to increase your website’s visibility in search engines like Google.  You should work to capitalize both on- and off-page SEO.  On-page SEO refers to elements that exist on a specific webpage, like keywords, internal and external links, metadata and content.  Off-page SEO refers to things that take place outside of your website - like another page linking to your content.

Create a lead magnet
Lead magnets are products or services given in exchange for someone’s contact details.  Examples of lead magnets include e-books, webinars, guides, case studies, consultations and spreadsheets.  These items are generally gated, which means the customer must enter their contact information before they are able to access it.  While they are a useful marketing tool, lead magnets should actually offer value for the potential customer; such as addressing a need, solving a problem or showcasing your organization’s expertise.

Stay active on socials
Brand social media pages offer a way to connect more directly with consumers and, in turn, have a more powerful influence on their purchasing decisions.  Social media can also help improve your company’s off-page SEO as content and links are shared, increasing your website traffic.

Share social proof
Sharing social proof - like personal testimonies from clients, case studies, awards and certifications - demonstrates to potential clients that the services and products your organization offers are wanted, used, fulfilling a need and functioning as intended.

Be a thought leader
Whether you choose to demonstrate your expertise and talents through a blog, video or another form completely, thought leadership content helps prove your value to potential customers.  A 2021 study from Edelman and LinkedIn showed 60% of buyers believe thought leadership builds credibility when entering a new category where the brand is not currently known, and 57% said it builds awareness for smaller, newer brands.

Build a scalable quote and bind process
By pinpointing common hang-ups or objections your agency hears from customers that make the insurance purchasing process frustrating for them (and you), you can implement tools that address these issues and make the process hassle-free.

Develop your content strategy
Having high-quality content - including blogs, videos, newsletters and case studies - can help your agency or brokerage related to your audience, increase brand awareness, generate leads and establish credibility.  Your content should also include a call-to-action that leads the potential customer through the sales funnel.