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Email marketing for insurance agents is something that is often underused by agents and agencies for a variety of reasons. This is a shame too because insurance agents know that some of their easiest deals to close are the referrals from their existing policyholders. While you might be spending marketing dollars on buying new lead lists, sending out direct mail pieces, or even handing out branded products at local events, you’re already sitting on a treasure trove of referral gold: your existing policyholders.

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Internet Marketing for Insurance
You've heard the old saying, "work smarter, not harder" at least a thousand times. And when it comes to expanding your reach and earning more clients, the best way to do that is with digital marketing.
With over 1 billion websites on the web, Google and other search engines needed to come up with a good way to quickly decide how they would deliver the best search results to their users. Ultimately, the goal of a search engine is to deliver the best results possible so users have a good experience, trust the search engine to deliver good results, and return to search there again.

As a result, many marketing strategies for insurance providers revolve around providing a positive user experience. There are several things you can do to optimize your website for search engines:

Keyword research: This is the first step to crafting a strategy for SEO. Keywords are a very important part of SEO because Google and other search engines use them to figure out what your site it about, and if it's appropriate to deliver it in search results based on the search query.

Title and meta tags: These are another great action item to optimize your website. Once you have decided which terms and phrases you're going to target based on your keyword research, you'll want to naturally and accurately use those terms in the title tags and meta descriptions of the appropriate pages on your website.

Content: The content on your website is very important. It should never be over looked or minimized. That's not to say that you want to repeat yourself over and over again, or even that you want 3,000 words of fluff that doesn't make sense. The point of content is to have both quality and quantity. Use your copy to educate your visitors, answer their questions, and provide them with enough information to establish yourself as a reliable source and expert in the industry. Insert the keywords you previously determined to target naturally within the copy so search engines can figure out what your page and site are about.

Internal linking: This is when you link one page on your site to another page on the site via a term or phrase within the content of the page. This strategy helps communicate to Google the pages that are important on your site.

Link building: Building links is another important part of SEO, but one that should be done carefully. Links are great… most of the time. If another site links to your website, it typically sends a good signal to search engines, and that's because it means that other website trusts you enough to send their traffic to your site. Links aren't good when they aren't natural, however. It's okay to contact a blogger and provide them with the address of your website if you notice that they mentioned you or your insurance company, but it's not okay to buy links.

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2. PAY-PER-CLICK ADVERTISING (PPC)
Pay-per-click advertising is another great way to market insurance online. PPC campaigns give you great control over who you market to, when you market, the message you send, and how much you want to spend. It's never been easier to track the success of a marketing campaign than it is with PPC.

Remarketing campaigns, which are another component of PPC, allow you to remarket specifically to users who've already visited your website and meet a certain criteria. For example, you can have an advertising campaign that is shown only to people who have been to your website over the past 60 days, spent more than a total of 3 minutes on the site, and viewed the contact form… but didn't actually submit the form.

As you might imagine, because you're able to show ads or special offers to users you know are already interested in your company and services, the conversion rate for these campaigns is typically a bit higher.

3. WRITE LONG-FORM CONTENT
Long-form content is an in-depth piece of content about a topic that others are looking for more information on. The purpose of long-form content is to provide users with answers to their questions, a resource for people to share, and to continue to establish yourself as an expert in your industry that can be trusted, not just another insurance provider.

4. GET SOCIAL
LinkedIn, Facebook, and Twitter are all great social channels for insurance companies. Social media is essentially digital networking and has very similar rules:

Be active and engage with others
Listen more than you talk
Give to receive
Be genuine and respectful
How can an insurance provider get started with online marketing?
Don't throw yourself into a full-fledged marketing plan all at once, or start every single social media page on the same day. Take one step at a time to ensure you're both prepared and aware of the time and resources you'll need to commit to each component of a marketing method.

Start small: Choose one of these methods that you think you need the most, or that seems like the easiest for you to invest in. For example, you may know that your website isn't ranking very well at all, so you may start with SEO. Or you may already be writing content for emails, so you might try to repurpose that into long-form content articles for your website, which is an easy switch to make. After you've done that component for a little while, you can consider adding another step or marketing method.

start small with the methods that you need the most
No matter what, just don't be afraid to ask for help. There are plenty of knowledgable, experienced, and dedicated marketing firms out there that are willing to lend you a hand with your online marketing—and WebpageFX is one of them.

Need Help with Your Online Marketing?
If any of these strategies sound like they might work for you, but you're just too busy or overwhelmed to do it alone, we can help. WebpageFX has a team of web strategists who are dedicated to helping clients get more from their online marketing campaigns. Whether you're looking to set up a full online marketing package, redesign your website, or just try out one or two of these methods, we can do everything for you from start to finish. We don't just offer marketing tips for insurance companies — we deliver results.

Contact one of our experts by phone or online today to get a completely customized quote for reaching new clients with digital marketing. We look forward to finding out how we can help you stand out!

Find out how WebpageFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.


Even if you already are using email marketing, chances are you’re not doing it correctly. Maybe you’re only sending out emails based on templates from your parent company. Perhaps you have some automated program wishing people a happy birthday message. Or perhaps, you’re simply not doing it often enough, or at all. Whatever the case may be, there’s always room for improvement.

In a nutshell, email is a direct line of communication to your existing policyholders and potential prospects. Not everyone is looking to buy from you right this instance, but when they are, whoever is top-of-mind is most likely going to get a phone call. That’s why email is so powerful. Stay in front of the people who will send you referrals in a good way (not through annoying email spam) and they’ll help your business grow. Be helpful, inspiring, and whatever you do, don’t sell.

Look at it this way. You get a lot of emails every single day, both to your personal address and work account. A lot of it is spam and you never see it (hopefully you’re not having that issue). Another chunk of it is actually something you need to reply to or is pertinent to your personal or professional life. The remaining bulk is stuff that you might check out if it looks interesting, but most likely you’ll send it to the trash.

This right here is why you need to be smart about what you write and send to your email contacts. Here are 6 ideas to help insurance agents succeed with their email marketing:

1) Help, Not Sell
A lot of emails that I personally get from insurance agents (whether they’re my own or got my name from a list), it’s usually about me needing to see what discounts I can get or the benefits of “bundling” multiple policies. These are not the things that I want to read after a long day of work. I want to be inspired, entertained, and informed. Try writing about things that are related to insurance but not meant to sell. Things like safety around the home, what should go into an emergency kit for your car, healthy recipes to try on the weekend, etc. And maybe this sounds like a daunting task (which it can be), and that’s why we can do this work for you.

2) Use Seasons As A Guide
Along similar lines, a good baseline for your emails is definitely the seasons. If it’s back-to-school time, write about deals in your area or a smartphone app that helps your family stay organized. If it’s winter time (and you live with snow & ice), write about how to stay safe on the road this winter. Holidays can be part of this too. Be creative with it and try to think about things that you find interesting to read that aren’t work-related.

3) Run A Referral Contest Through Email
Don’t abuse this option, but definitely reward your customers that send referrals your way. You could do something small like $20 for every referral sent your way. Or you could be more practical about it financially and make it into a contest. Buy something everyone wants, like an iPad Air or a $500 Amazon gift card. Run a referral email contest 1-4 times a year where every referral someone sends you, they get an entry into the drawing.

4) Run That Referral Content On Facebook
Take this referral contest a step further and run it through your Facebook page. There are plenty of apps for your Facebook page out there that make it so viewers have to “like” your page before entering the contest. Send the email to your policyholders, directing them to your Facebook page to enter. Kills two birds with one stone: you grow your social media audience and get new referrals.

5) Be A Local Expert
All of your policyholders most likely live in the same metropolitan area that you too live and work. There are tons of resources out there from free local newspapers at the grocery store to blogs and websites dedicated to your city. Find those resources and put together a monthly email that picks out 10 of the things going on in your area that look interesting. Help you become that person people look to every month for local events and information.

6) Plan Things Out And Be Consistent
And above all else, be consistent. If you send out 4 emails over the course of 2 months and then drop off the grid, that’s not going to help you stay top-of-mind in a consistent way. And if this all sounds like a great idea but you just don’t have the time for it, we’re always here to help put your email marketing on autopilot for you to