Digital Marketing
SEO (Search Engine Optimization)
Search engine optimization (SEO) is the process of optimizing your online content so that a search engine (such as Google) likes to show it as a top result for searches of a certain keyword. With the marketing team's help and the right strategy, your agency can easily find its place at the top of search engine results.
The first step to ensure your website is performing for the keywords you want is to fill out the SEO questionnaire. This will also determine what kind of website design and content will best meet your agency's needs.
Benefits of SEO:
Increase organic traffic
Increase online reputation
Higher search engine rankings for services offered
Gain higher quality leads
Become an authority online
Quote Button
Allow prospects and clients the option to request a quote from you, right from your website. When you look at your current website, is the option to get a quote obvious and easy? If not, the marketing team can help! Below is a good example of how the quote button should be positioned on your website.
Consumer-Facing Online Quotes: CRQ
Use PL Rating's CRQ (Consumer Rate Quote) product to add a link to your website where customers can get a personal lines quote immediately online. This is an add-on to PL Rating. These quotes will still require agent intermediation before finalizing and placing the business, and the quicker you are able to respond to online leads the better!
Producer Pages
Make it easy to call, email, or schedule an appointment right from your producer page. Include testimonials, areas of focus, years in the industry, and professional and casual photos that show your personality.
Example Producer Page
Microsoft Bookings
Microsoft Bookings allows clients to schedule an appointment right from your producer page.
Example Producer Page with Microsoft Bookings
Shelli Trumbull's Producer page >>
Embedded Referral Flows
Think about your best sources of referrals. Is insurance “built-in” to their process? Let's say you're working with a mortgage broker. When they collect information for a loan application, can the customer grant permission for an insurance quote at the same time? The more embedded insurance is, the more likely you are to have a quote opportunity with each new application. Provide a permission sheet to send over an application/quote sheet to you or have them add your quote button to their webpage or within their application process.
Online Paid Advertising
You can supplement your organic (non-paid) marketing efforts by either boosting posts on social media channels or by creating pay-per-click ads targeting certain keywords.
Sponsored Facebook Posts
Facebook advertising lets you reach a wide audience (or a very targeted one), generate new leads, and convert more customers. And you can do it for as little as $1 per day. The Marketing team has off-the-shelf ads ready to go or they can help you create something new.
Click here to view some of our template offerings.
Social Media Advertising Tips
Know what business objective you're trying to achieve
Know your target audience
Let your organic posts inform your ads
Pay for what matters: Impressions or engagement
Design your ads with mobile in mind
Measure results—and report on them
Pay Per Click (PPC) Ads
The benefit of targeted ads based on keyword searches in Google is that you're more likely to reach a buyer-ready consumer. For example, if someone searches “insurance for my home while it's under construction,” that person is looking for a policy right away—they are “buyer ready.”
Here are some tips for a PPC campaign
Think about long tail keywords to be effective. Notice how many words were in the example above? That means you'll reach a smaller number of people, but you'll likely have less competition on that string of keywords and your cost per click will go down.
Speaking of competition, insurance keywords can be some of the most expensive ones out there. Be creative in what keywords you want to show up to reduce the cost and get a chance of your ad showing up at all. Remember, you're competing with big carrier names in the PPC world. Do some testing in your area before going all-in to ensure you have a viable strategy.
When you do keyword research, make sure your website and content strategy take advantage of that research, too. PPC is a quick way to get leads on certain keywords, but by simultaneously optimizing your organic strategy, you're building a long-term referral flow that doesn't require ad dollars.
Don't set it and forget it. Monitor all aspects of the PPC campaign to keep it running smoothly. You'll want a landing page dedicated to the ad and calls to action (e.g. “Get a quote”) that are strong and effective. Use data analytics to evaluate how each step of the campaign is performing and adjust accordingly. As with all marketing, keep experimenting!
Remarketing allows you to display PPC ads to a certain user once they have clicked on your website. If you've ever shopped for a vacuum and then every site you visit shows a banner ad for the vacuum you were looking at, that's remarketing. Sometimes it takes several touchpoints to prompt someone to act and buy. Remarketing keeps your insurance message top of mind to those who might be most interested.