If one would look at the way insurance companies marketed their businesses 10 to 15 years ago, there would be stark difference mainly because of how digital technology has influenced almost every aspect of human life, including the way we market our business. In the B2C setting, digital marketing has played a huge role in influencing consumers to purchase products and the same concepts can be applied to the way B2B businesses market themselves. For starters, B2B companies can and should set up a website and social media channels to reach their target audiences. These audiences are exposed to several messages on a daily basis, so it’s important to think strategic. How can a B2B insurance business like yours stand out from the competition and gain better leads through digital channels? Through these insurance marketing ideas for 2019.
Insurance marketing to help your agents land better leads
While your agents are out in the fields doing meetings with prospective clients, your digital insurance marketing strategies are working online, 24/7 to get you better leads. Here are some ways your B2B business can achieve your digital marketing objectives this year.
Optimise your insurance marketing in the digital landscape.
In 2018, mobile users contributed to 52.2% of worldwide online traffic, Statistica reported. This means that over half of users who go online and search for products or services are on the go, needing information while they are away from their computers. To add to that, Google launched mobile-first indexing on their search results, which means that Google ranks websites according to the quality of the user experience of the mobile site. This is where the importance of a mobile optimized website lies. A better, more accessible, and seamless mobile website will create a friction-less experience for users and a higher ranking on Google search results, which also translates to better exposure to more qualified leads. But aside from mobile optimisation, your B2B insurance company must first and foremost have a good design to ensure a smooth and seamless user experience. As much as 48% of website visitors cited a website’s design as the primary factor in determining the credibility of a business. Therefore, your B2B website must visually represent your company’s values, products, and services in a way that is easily comprehensible. But aside from quality content and messages, it’s also important that your website loads in a very small amount of time. Not only is page loading speed important to the user’s experience, it also affects your search rankings. One second delays impact user experience and users on the go are more likely to leave your website if it takes too long to load—in fact, 39% of users are known to stop engaging with a website if it takes too long to load.
Establish your digital channels as a reliable resource for industry information.
Aside from establishing an online presence, it’s important that your insurance marketing strategy should also have a content plan. Content is a large part of your overall digital marketing, which is why it’s important to consider what types of content you are publishing online. According to Hubspot, content marketing yields thrice the amount of leads than paid search advertising. This means that audiences are hungry for information and your B2B website and social channels are in the position to provide such information. As much as 95% of B2B buyers demand content with input from industry thought leaders, as per the Demand Gen Report and 47% of these buyers viewed between 3 and 5 pieces of content before getting in touch with a sales representative. Establishing your digital channels as a reliable resource for industry information not only serves your target audiences, it also serves you. Word of mouth recommendations will help you land more leads in this age of instant digital sharing. It will also establish your credibility as a B2B business.
People are compelled by stories and it’s important to tell a story whenever you’re speaking to an audience online. Thought leadership stories, news articles, opinions on industry news and new insurance policies, and blog articles are just some of the forms of content that you might want to include in your B2B business’ insurance marketing strategy.
Regularly measure and evaluate your digital marketing efforts.
An insurance marketing strategy is an investment, one that must be regularly measured and evaluated. It is an ongoing process that when refined, will help you develop better strategies and yield higher quality leads as you go. So how do you measure your digital marketing efforts? It begins by setting SMART goals, those that are specific, measurable, achievable, realistic, and timely. Once you’ve hit all these marks, it will be easier to measure the impact of your digital marketing efforts. Thomas Stern of Business.com outlines some of the most common key metrics that your B2B business must monitor to ensure that you’re meeting your marketing objectives. Such key metrics include unique website visitors, top landing pages, and bounce rates. Measuring your landing pages will give you insights on where your users first enter your website. It may not always be the homepage, as it can be your blog, landing pages from campaigns, or other sections on your website. Knowing which pages do well will help you maintain these sites and improve on other parts that don’t get as much visitors. Bounce rates will also help you do the same, as it will tell you how many users visited your website on a page and subsequently left without clicking or engaging with anything else.
Social media platforms are also equipped with tools to analyse page performance and community engagement. Learn how to navigate these tools to get insights on what types of content earns the most engagement or the demographics that respond well to your messages. Post performance and community growth are two key metrics that may determine your digital marketing success.
If you are looking to develop insurance marketing strategies for your B2B business but don’t know where to begin, consult a business to business marketing agency like The Lead Agency to get expert advice and personalised service. You too can benefit from these 3 insurance marketing ideas and create an effective digital marketing strategy that will help you achieve your business objectives.