Let’s face it: when many consumers think about insurance companies, they think of rising premiums, big conglomerates, and lots of red tape. That is, until they need to submit a claim. And then, most consumers are nothing but grateful, knowing their insurance company is there for them.
Ultimately, building good relations between consumers and insurance companies hinges on three things – trust, reliability, and building a sense of community (we all know the tagline, “You’re in good hands with Allstate”).
How can your insurance agency use digital marketing to build a solid relationship with customers?
A Solid Strategy for Building Customer Relations by Leveraging Digital Marketing
Whether your insurance company is local or national, there are a few best practices to use when deploying a digital marketing strategy.
1. Don’t Make it About Selling Insurance
Consumers want to feel cared for. They don’t want advertisements or self-promotional content pushed on them. Rather, your emails, social posts, and other content should foster a spirit of community, helpfulness, and caring.
This agrees with the Inbound Marketing philosophy that the marketing gurus from Hubspot preach. “Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey.”
However, you might be wondering exactly how to use digital marketing. Do you need to be on Twitter? What about writing a blog?
2. Use Social Media Responsibly
Using social media responsibly means that you post regularly, reply to comments, and focus on your followers.
Twitter can be a great customer service tool – but only if you regularly engage with your customers there. If you find that your demographic isn’t using Twitter, it may be best to focus on another platform entirely. There’s nothing worse than seeing a half-hearted attempt at using a social platform. In fact, it’s better to deactivate the account if you’re not going to use it (picture it like driving up to a business, only to see the shrubs and lawn overgrown and all the lights turned off).
The same goes for Facebook and Instagram. Don’t start down that path unless you have dedicated resources to regularly engage with your followers. That said, these platforms can showcase your interest in community and in your customers and are an invaluable resource for building an amazing reputation.
But what should you post? Again, put yourself in the shoes of your follower. What type of social post would you want to see? Perhaps a picture of a local business owner whose building was rebuilt after a disaster, thanks to a speedy processing of an insurance claim. Or, a picture of your team supporting a community event.
Whatever you decide to post, you can use the old standby acronym, THINK. Is it.. true, helpful, inspiring, necessary, and kind?
3. Create Original Content on Your Website
Maintaining a blog on your website builds credibility, drives traffic to your site, and gives you fodder for your social media fire. Hubspot notes that “companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.”
Remember, that if you haven’t been maintaining a blog all along, it can take up to six months of regularly blogging for search engines to start picking up on your content.
Additionally, gated content, such as checklists or ebooks, allow you to capture email addresses in order to engage them via email marketing. Remember, the content should always be helpful and customer-centric.
4. Leverage Paid Media
Paid media, such as Google ads or Facebook ads, when executed properly, augment your digital marketing strategy nicely.
If your insurance company is new to using paid media, it will likely be beneficial to enlist the help of a professional who knows how to target your specific audience.
5. Get an Automated Email Strategy in Place
Email marketing is still a top priority for experienced digital marketers, and with good reason. A recent report notes that 86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily. (Statista, 2015) (Source: https://www.hubspot.com/marketing-statistics)
Although caution is advised since the same report states that 78% of consumers have unsubscribed from emails because a brand was sending too many emails. (HubSpot, 2016) (Source: https://www.hubspot.com/marketing-statistics)
Remember to send helpful content, focused on the needs of your customer. If you’re not sure what they’re interested in the most, simply ask! A short survey sent to your most loyal customers can give you great insight into what is on the minds of your consumer base.
So what do you think? Are you ready to change the traditional image of insurance companies held by consumers? Using these digital marketing best practices, you’ll be able to build trust, credibility, and a sense of community.