There are a lot of things that you need to know before you jump into the world of insurance marketing, well, let me back up, ANY industry marketing.
There are a lot of things that you need to learn before you start marketing yourself. I challenge you to do a little research on how exactly marketing is working right now, and what you feel comfortable being a part of, and the other thing that you need to decide is, if you have the TIME and resources to make sure that you can even compete with the other people in your industry. You need to figure out which group of people that you want to market to. Let me give you an example, say you’re a new carpet cleaning company, and you get really deep into how you want to market yourself, the first thing that you need to understand is that in order for your company to be successful, you cannot try and compete with Stanley Steamers prices. There is no way that you can keep your business afloat if you try and compete with them. You probably know that, so the first step when you start to market your business, you need to first figure out who your audience is.
Considering there aren’t any huge companies reading this right now, I assume I am talking to small business owners, and honestly, they have a leg up at the moment.
Anyway, back on track, when it comes to marketing your business, and specifically insurance marketing, you need to decide the people that you want to market to, and you need to determine the best way that they take to soliciting. There are a lot of people that need HELP when it comes to insurance, and looking for a good agent is not necessarily an enjoyable task. So, you need to find your audience and you need to get in front of their eyeballs in a unique way.
There is a lot that goes into insurance marketing, but finding your audience and the best way to reach out to them in the base of it. I know that people are telling you to run ads, and to focus on SEO on your website, but let me give you a little insight on SEO and how it is working in 2022. Anybody who has been in the marketing game for a long time knows what SEO is (Search engine optimization) and how to correctly perform it. In 2021 it became apparent to google that people were keyword overloading with gibberish in these long articles that were barely even readable. This was a good strategy, and the thought behind it wasn’t so that people would read the articles, it was just so that Google indexed your website for those keywords so that you would show up first or just on the first page of the search engine.
Example: A small clear teeth aligner company who obviously did not have as much clout as Invisalign, would use “Invisalign” in their SEO so that when people searched for Invisalign, that company would pop up right below it so that people think “oh wow, that’s a cheaper option.” genius, right? It was! But… It is not quite possible anymore. There is now such thing as “keyword overloading” and Google has a way to check if your article actually makes sense.
So, obviously there are a lot of other ways to market your business other than SEO.
Like I said before, you have to find your audience and you have to learn how to talk to them.
More on insurance marketing in the next blog.