In a world that runs online you would think that the insurance industry would have marketing pretty well dialled down.
Well… some do, but a lot don’t!
Direct insurers are beginning to market insurance products online in a very effective manner while others in the insurance industry are a bit behind the eight ball. Some, including brokerages, seem to do plenty of work to get traffic to their website only to let those visitors leave their site all too easy, never to come back again.
So what are the most common mistakes made when insurance and marketing are combined?
1. Only push for the phone call
So many consumers, including business owners, don’t want to have to talk to a person these days. Direct insurers offer these people a clear and simple conversion path to become a customer online by providing all the information a prospect needs to make a decision.
Brokers can easily do this in a way that educates potential customers about topics, for example the benefits of using a broker. Just because you offer a service doesn’t necessarily mean that every business owner or new business owner knows exactly what a broker does.
Your insurance business will grow greatly when marketing has more emphasis placed on educating rather than persuading potential customers to pick up the phone and call you as the only method of making contact.
2. Only use one conversion process on their website
To get you on the right page you only have to think about how far ecommerce has come in the last few years to realise how easy it is for people to get what they want online.
Ecommerce provides potential customers a number of ways to convert into a customer with the goal to minimise the amount of people leaving the website. This teaches us how the online lead conversion process can work in many different ways.
In the insurance industry the main conversion path is to request a quote. It’s an important one and generates leads near the final step of making a purchasing decision.
However… what about the rest?
The remaining chunk of the market that aren’t yet ready to request a quote is a whopping percentage of potential business that’s being left on the table.
Do you think they will remember to come back to your website when they are ready to request a quote? A very small amount may but most of them won’t!
So, you need additional clear and concise conversion paths for these potential customers as well. This is where you offer added content like eBooks and PDF’s that they can download in exchange for contact details. Helping educate customers further to become closer to a buying decision can generate your broker’s quality leads from effective insurance marketing.
For more on conversion processes for potential customers that aren’t ready to request a quote read:How a Less Established Insurance Expert Could Dominate the Market
3. Don’t use clear and precise call-to-actions on every web page
Call-to-actions are such a simple and delicate part of your website that packs one hell of a Tyson like punch when used and placed correctly. You should have at least one call-to-action on EVERY web page.
You see, call-to-actions direct the visitor to your webpage on exactly what they should do next. Without them, nine times out of ten the visitor will click off the website and go elsewhere all too easy. As soon as they leave your website without submitting their contact details, you may never see them again.
For more information and a real life example on how direct insurers are using call-to-actions extremely effectively read: How Direct Insurers are Attracting More Business Than Brokers
4. Don’t offer information that can be downloaded
Additional information that can be downloaded on your website in exchange for visitors contact details is most commonly referred to as content offers or lead magnets.
Content offers are remarkably underused in the insurance industry. This could be due to insurance specialists wanting to be cautious about the advice they offer in written form on their website.
However, a lot of the questions potential customers are asking aren’t necessarily focused on aspects that may compromise one policy to the next.
Content offers created to answer questions such as “Why do I need a broker?”, “How does a broker help me when it comes to claim time?” or “How to choose the right broker?” provide valuable insight to any potential customer, in particular new business owners.
Not only that, but downloadable content of this nature is an extremely valuable asset to any brokerage in the battle to win business over direct insurers.
Educating prospects is the ultimate form of marketing and selling insurance. The easiest way to do this is in an automated manner using content offers. You can’t presume that everyone knows what a broker can do for them, at some point in the past I didn’t.
These are just a few examples of how content offers can be used to educate your potential customers. The real advantage is that you can tailor a content offer however you like, to speak to whoever you like, reaching as many different markets as you please and generating leads and new business daily.
5. Writing blog articles that don’t answer potential customers questions
Some insurance experts have tried blogging but a lot haven’t. Of the ones that have, many unfortunately give up and admit defeat. Writing blog posts can be simple if you follow the correct guidelines, if you don’t, you’re really just publishing words into thin air.
A lot of this can be due to misguidance from SEO specialists in the past, recommending that you publish blog posts with a few paragraphs of keywords that you want your website to rank for. This may have worked as a bit of a cheat method many years ago, however, now with search engines becoming smarter and potential customers demanding readily available information of the highest quality, methods like this are only going to impact you negatively.
What’s important to know here is that a blog post is most likely the very first point of contact a potential customer is going to have with your insurance brand.
Blog posts are written with the intent of answering a specific question so that the article can be found when a potential customer is searching for the answer to that question in search engines like Google.
If you can craft blog content of value to readers and optimise it so that Google will promote it as a relevant page when being searched for, you will attract a lot of new business to your website.
For more on how to write a great blog post read content guru Neil Patel’s article:
6. No thank you page outlining the next step in the sales process
The thank you page isn’t just a polite way to thank your site visitor for downloading content after submitting a form on your landing page, it’s the crucial next step in guiding your new lead on what to do next.
This is where you have a great opportunity to guide the lead to request a quote, book a meeting or similar.
Because everything you have provided the fresh lead so far is exactly what they’ve been looking for. Otherwise, they simply would not have become a lead in the first place.
The thank you page is a great time to strike while the iron is hot and the lead is impressed by using a large, clear and precise call-to-action.
These are just 6 of the most common mistakes made in insurance and marketing. No marketing campaign is ever perfect and that reason alone is enough to always be looking for a better way to manage your marketing.