In an increasingly competitive industry most insurance specialists can’t rely on referrals alone. In addition to this, insurance options provided by direct insurers are designed in a way that makes it extremely simple for consumers to purchase online.
Current trends are showing that direct insurers are slightly increasing market share. This is now pressing brokers to start thinking about how they can get more people looking for insurance to their website.
We all know that getting traffic to our website is important. What’s even more crucial is getting the right traffic to your website. In this blog post I discuss 5 foolproof methods to get potential customers looking for insurance to your website.
1. Pay Per Click
Of all of your options Pay Per Click (PPC) is the only one that gains you immediate results. However, along with this are some of the highest cost per click costs seen in any industry.
Why are these rates so high?
Your cost per click in the insurance industry is set this high purely because of the amount of companies in the industry utilising PPC. Brokers are competing furiously for the best keywords that potential customers are searching to find suitable insurance specialists and answers to their questions.
Why is everyone using PPC then?
Because it is easy to implement, leads are generated immediately and it gives results. However, just because it gives results doesn’t mean it’s the best option. Does it make sense to pay hundreds sometimes thousands of dollars for a qualified lead? Personally, I don’t think it does.
What almost all of the insurance industry doesn’t realise is that because so many insurance experts are using PPC as their source of online lead generation, it has actually created huge opportunities in other areas of marketing that have been completely under used and in some cases not used at all!
I will divulge into this more as we go.
For more in depth information on PPC in the insurance industry read my article:
2. On-Page SEO
Search Engine Optimisation (SEO) is a term that gets thrown around a lot. It is the thorn in every business owner’s side, basically because most don’t understand it.
The thing is SEO is complex and it is changing all the time. Most of the time you have to trust someone you don’t know to deal with it for you. What makes it even harder is that when this person explains to you what they are implementing or optimising for you and why, you have absolutely no idea what they are talking about!
I have been there and I know how frustrating it can be. That’s why I devote a lot of time to SEO so that I can understand it and keep up with the changes that go with it.
Why is on-page SEO so important for your website?
Basically, if you can’t tell Google exactly what topic your website is about, what order your web pages are organised in, and exactly what kind of visitors you want to each individual web page, then how is Google going to know how to promote you when the right people you want to attract to your site are searching their insurance related queries?
The thing is Google can be like a best mate.
When someone asks your best mate “Which broker provides the best customer service when it comes to making a claim?” your best mate is going to put you on a pedestal and recommend you as the first option.
That’s exactly how Google works. If your website really gets along with Google and likes to do things the exact same way that Google does, well look out because your website is going to start getting a whole lot more of the right traffic!
In short, make sure that your website and Google are like peas in a pod.
If you want to dive into the world of on-page SEO, Moz has an excellent blog: Moz On-Page SEO
3. Off-Page SEO
Search Engine Optimisation can be split into two types for more simplicity; on-page and off-page.
Here we look at off-page SEO and the benefits of how it can be used to increase the volume of people interested in insurance coming to your website.
What is off-page SEO?
Basically, it concentrates on the promotion of your website outside of your website. This can be done in many ways but one of the most powerful methods is the accumulation of backlinks to your website.
Backlinks are created when other websites link to your website and is one of the most important ranking factors that Google takes into account.
For example in the blog post I wrote “10 Tips for Using Instagram For Your Insurance Brokerage” I mentioned Kinnane Insurance Brokers as an example of a company using Instagram in a great way.
In this example I linked back to Kinnane’s website from my blog post which generated a high authority backlink for Kinnane and, therefore, Google will register this as a signal that the Kinanne website must be of importance.
The more backlinks your website and its pages accumulate, the higher Google will prioritise your web page and site.
For more on important ranking factors check out this article by Search Engine Journal:
The most important ranking factor Google takes into account is content!
Obviously this is greatly important on the static pages of your website, such as your homepage, so that Google knows what you’re about. However, even more importantly, a blog on your website is crucial to enable you to cover the exact insurance specific topics that potential customers are searching and asking questions about.
The two main reasons for this are plain and simple:
Google reads and indexes all the blog posts you publish and evaluates you as the industry expert as you produce more and more content. This helps Google become your best mate so that it can promote you above all the other insurance experts.a
Whenever potential customers search a specific insurance related query and you have written a detailed blog post to answer it, you bring potential customers to your website that you can convert into new business. Therefore, you increase the number of people coming to your website with every blog post you publish, generating more and more business.
Blogging is a hugely under used method in the insurance industry. Most of the blogs that have been written in the industry haven’t been done quite correctly and the competition is almost non-existent.
I myself as a content marketer looking at the opportunity for companies in the insurance industry to utilise blogging correctly, can see that it is ripe for the picking. Particularly because of the large amount of keywords being searched by people looking for insurance and the competition to rank for these specific keywords being so low.
For more on how you can create a blog to increase website traffic read Crewdo Co-Founder Dane Shelford’s article: 8 Easy Ways to Increase Website Traffic With Your Blog
5. Social Media
When most in the insurance industry hear the mention of how they would benefit greatly from using social media, they immediately think no it’s not for us.
Social media is a platform that can be used to get more reach for your company by spreading the message that you portray in daily business life and through your website.
This is particularly useful for brokers. As brokers you are there to get the best deal for your client, make sure they have the correct policies in place and go into bat for them when it comes time to make a claim.
What better way to get your message across than taking advantage of social platforms to build a community and bring people interested in insurance to your website.
If I come across a brokerage on social media that shared great stories of how they helped client’s in their hour of need and provided educational information that answered my questions in relation to insurance, then I wouldn’t hesitate in following them and becoming a part of their social community.
I would most likely end up using their services sometime in the future too.
Social media is also a great tool for re-purposing all the content you create such as blog posts you have written, articles that mention you and case studies you created on the clients you have helped. What’s even more beneficial is it can all be shared through your social channels repeatedly, spreading the message, furthering your reach and attracting people to your website.
For more reasons why you should be using social media read my article: