Across America, insurance agents are using the internet to sell their insurance services and automate many of the time-consuming activities that come with selling insurance.
To my surprise, many of those I know in the industry when questioned on the effectiveness of their website, typically respond with something along the lines of:
“We have a website but it really doesn’t do anything for us”
As a millennial, I have to laugh when I hear this. Often, they have completely given up on the web or never paid it any mind to begin with. The reason I’m laughing is that the web is one of the most effective sales tools ever created. You should think of your web presence as an online sales and customer service representative.
By following the four steps to selling insurance online, you can be selling more insurance, with less effort!
The website, an essential for establishing business credibility online. Websites, like storefronts, signal to online browsers that you are a legitimate organization. Web pages also provide the platform to connect with people looking for insurance services. In addition, your website houses content to let visitors know who you are, what you do, how you do it better, and why to choose your organization.
In terms of time and costs, a decent website can be up and be running quickly without breaking the bank. Today websites are easier than ever to create by yourself. However, given the importance of a good website, just hire a professional. Getting onto the web can range from hundreds to tens of thousands of dollars. Frankly speaking, $200 is enough to get a decent website up.
Great, now your organization has a website! Get in line with the one billion other websites. Many insurance sellers stop here. Hence why they fail to see the value of web presence.In order to get visitors to your website they must be able to find you, which leads me to….
Search engine optimization, the art of configuring your website to appear higher on the list of returned search results. On search engines, businesses and individuals alike fight over the high-value real estate, the first page of search results. According to Infront WebWorks, only 8.5% of web traffic makes it past the first page [of Google search results].
Finding an SEO specialist is a piece of cake. Finding a good SEO specialist is another story. On Thumbtack or Fiverr, SEO specialists can get you ranked higher, depending on the scope, from as low as $5.
Unlike getting a website up, SEO is a journey. Seeing significant results from SEO can take months.
But, just because your website has been optimized for search engines, your website still may not be listed at the top! Secondly, SEO does not guarantee that people will visit your website. Visitors (organic search),can find you, but they must be enticed, which bring us to….
Content is simply online material. Examples of content include blog posts, social media, videos, webinars, and more. The goal of content creation is to increase the amount of organic traffic to your website and social media profiles. Posting on Facebook, tweeting, blogging, and email marketing are some common methods of content marketing. With content marketing, the golden rule is to share content on the mediums your target audience members use.
Luckily, content is created and distributed for free, relatively quickly. Share industry insights put a face on your organization and spread awareness through any of the many free and easy to use channels.
By creating and sharing content, you educate your online prospects about your offering. An additional benefit is the more relevant the content you generate, the stronger your search engine optimization becomes. With content marketing, the hard part is sharing consistently. But a lead generating web presence does not end with content. The final puzzle piece combines the benefits of SEO and content marketing.
Pay-per-click advertising or ‘paid search’. The key to attracting leads to your agent page or insurance agency website. The goal of paid search is conversions or the desired actions taken by internet prospects. PPC advertisers bid for the best positions and keywords and pay only when engaged. Paid search advertisements monopolize the first three positions on any search result. These top of the page listings can also include extensions for contact information, map locations, product photos, app downloads, and more.
Execute paid search campaigns on a variety of channels with different pricing models. However, successfully executing pay-per-click campaigns requires a pay-per-click specialist. What looks easy to the eye, may simply be an easy way to lose a lot of money.
A paid search specialist can generate insurance leads from day one by configuring the campaigns according to your conversion goals. But remember, you are bidding for conversions.
Pay per click is the final and most important piece of generating leads online. Essentially, paid search creates a lead generation engine that operates as configured by the campaign.
Ultimately, any form of pay-per-click advertising requires on-going investment. But the good news, according to a study by WordStream, is that the cost of online insurance leads has fallen significantly since 2016.
A strong online presence can ignite any insurance agent’s insurance marketing efforts. Combining a search-optimized website gives your organization credibility and a chance to be found. Content and pay-per-click ads drive and attract people browsing for your products. Together, these mechanisms support and enhance the effectiveness of each other, and drive leads to your agency!
Looking to learn how to use the web to sell insurance online? Join our email list to receive the latest updates and check out The Digital Insurance Agent, to learn the keys to selling insurance through the web.