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Effective Digital Marketing Techniques for Insurance Companies

30 March 2020
Bundita Kheawtawong

It is challenging to operate in a highly disrupted sector in order to overcome your competitors and achieve better results. All successful insurance companies must engage and retain customers more effectively.

Key success factor for marketers at insurance companies is to ensure that their brands remain relevant and competitive by establishing credibility and building mutually beneficial customer relationships.  This means employing digital marketing activities better across a wider array of customer touchpoints. To achieve all these goals, we have gathered challenges that need to be overcome below.

 

An inclusive & performance-driven website

Having a strong brand to back up your business is an essential tool in becoming recognizable, differentiated, and consistent as a company. Put simply, your company’s brand is the image and feelings you convey to your customers. A website is more than just a tool for branding when it comes to digital marketing for insurance companies. Not only to communicate your brand image to your audience, it should also be a useful resource of information. 

Does your website provide all the information consumers need to make a decision?

Personalised homepages are the secret ingredient to lead conversion when developing a website for your insurance brand, which is becoming increasingly important for a positive user experience. You need to ensure that it isn’t just aesthetically pleasing, but is also easy to navigate and user-friendly.

It's important to ensure that the pages are focussed on driving action and driving enquiries or purchases. You might consider creating a login for your customers on the website, which allows them to see details of their plans and customised suggestions based on their needs. It’s also important that you optimise your website with strong SEO techniques to drive organic traffic and gain greater visibility.  

 

Build trust and improve SEO with Content marketing

Effective content marketing techniques can help you gain the trust of your audience by establishing your brand as a thought leader in the field, build authority, cultivate a loyal customer base and improve your SEO. 

By regularly publishing relevant, high-quality content that answers your customers most burning questions will help you rank higher in search results. 

Content marketing can be one of the most useful ways to reach a wider audience, it can be the form of blog posts, informative videos and how-to guides to help engage with your customers right from the awareness stage to acquisition and finally the retention phase. 

The content doesn’t always have to be informative related directly to their services. Instead, it should cater to all related queries that their audience might have. In this way, your customers will be able to recall your brand when they need to choose an insurance provider.

 

Engage with your consumers on social media

When marketers consider interactions with audiences, social media platforms must be embraced more as they provide a great opportunity to connect with your audiences. Even though social media isn’t commonly associated with insurance brands, but it is as important for this segment as it is for any other segment.

It is a powerful way to develop your brand identity and consistently engage with your target audience. Through creative posts, digital marketing for insurance can develop awareness of your product, while at the same time, entertaining your audience. 

 

Revolutionize the customer service by Chatbots

A chatbot allows businesses to automate customer service live chat conversations. According to IBM, up to 80% of routine customer service questions could be answered by a chatbot. Chatbots can be trained to respond to customer service questions and provide fast solutions, 24/7. 

Large insurance companies typically handle huge volumes of customer queries every single day. To streamline their processes and handle large-scale customer queries, many insurance brands are turning to AI-powered solutions like chatbots.

As a majority of insurance-related queries are related to broadly similar topics like the price, duration and terms of various insurance plans, chatbots can resolve them much faster than human representatives. 

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