In any business operation, growth cannot take place without bringing in new clients. This is every bit as true for the insurance industry. Client sourcing is the key to long-term success; such acquisition brings in new revenue and drives sustainable growth. Unfortunately, many insurance businesses experience so-called “pain points” in the client sourcing process. Understanding potential pain points and using SEO strategy to overcome client sourcing obstacles can help insurance agencies unlock hidden potential, thereby improving the chances of landing new clientele. In this guide, we will explore common insurance pain points and show how SEO strategy produces results.
In the business world, the term “pain point” is commonly used, yet there is often some confusion about what it means. The term is loosely defined as any fundamental issue or problem that interferes with the company’s ability to grow and to function. Naturally, these pain points can differ for different organizations. In the insurance industry, one of the most common pain points is that of client sourcing, or the process of identifying and reaching new customers. Because pain points have a very real effect on business outcomes, they must be addressed as a priority; in other words, a solution must be found to ensure continued function and growth.
Search engine optimization (SEO) is a time-honored solution used by digital marketing professionals to improve online search visibility. In simple terms, SEO allows the major search engines to accurately index and categorize web content, then deliver relevant results to search users. Online marketing is a fundamental part of the modern business environment, and people turn to the Web to learn more about companies they wish to do business with. SEO is critical for one simple reason: if customers can’t find you on the Web, you may as well not exist.
An SEO strategy for an insurance company often consists of multiple inter-related parts to allow customers to discover information about your business on the web. The parts of an SEO strategy may include:
For many insurance businesses, finding new clients can be a challenge. Every company needs new clients for growth and revenue, yet struggle with marketing positioning. Common complaints related the client sourcing pain point include:
As discussed earlier, SEO strategy consists of numerous tools and components to promote a company’s online presence. SEO can be used to improve rankings in search results. It can also be used as a more comprehensive brand-building initiative.
Implementing an SEO strategy begins with two types of data analysis: audience targeting and keyword research. Knowing who your audience is and their unique preferences are factors to be identified by looking at demographic and geographical data. Keyword research is similar in that data can pinpoint specific words or phrases potential customers are using in online searches. With these two analyses completed, it is time to put them to use.
Next is to set specific goals in terms of client sourcing. What outcomes do you wish to achieve for your insurance agency? It is best to think of these goals as a long-term target; client sourcing will remain important for as long as you do business, so setting up an SEO strategy to keep clients engaged is key for long-term success.
Understanding what your competitors are doing to gain new clients is an important component of the client sourcing puzzle. The goal here is to create a competitive advantage, leveraging what works for your competitors and adding factors they overlooked. SEO can be used to “fill the gaps”, such as implementing local SEO factors, targeting specific keywords, or creating web content that answers common insurance shopping questions.
Finally, SEO is an integral part of a broader digital marketing landscape. Insurance businesses that haven’t yet leveraged digital marketing in their client sourcing processes need to take a hard look at this deficiency. Digital marketing can unlock new markets, bring in new clients, and improve brand visibility across the Web. SEO strategy typically includes both website and social media components, improving a given search engine user’s ability to find relevant information about your insurance business and its products and services.
Client sourcing no longer has to be a pain point; with the above practices and a solid SEO strategy, your insurance company will stand out from its competitors while it achieves sustainable growth long into the future.
Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.