Insurance marketing

Jasmine Handleigh, Media Executive at youTalk-insurance, shares details of three useful technology platforms aimed at helping members of the broking community stay connected 

In these challenging times, it’s perhaps now more important than ever for insurance brokers to stay in touch with their customers, colleagues and insurer partners.

Insurance brokers arranging business insurance for SMEs might be missing a cross-selling opportunity if they forget about miscellaneous Professional Indemnity, especially at a time when the new economy is booming and new forms of work are emerging.

“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”  Charles Darwin.

With over 3,500 insurance brokers in the UK, many of these companies rely on the use of search engine optimisation (SEO) and pay-per-click advertising (PPC) to drive sales through Google, Bing and other search engines.

Since starting my own SEO and PPC agency in January, I get asked all kinds of questions about digital marketing – How do I get my site on page 1 tomorrow? This person says they’ll do the same thing for half the price. Why should I trust you?

For those that aren’t involved in digital marketing on a daily basis, the premise of getting your company on to page one of Google can seem like dark arts or black magic.

OK, this may seem like on odd question to pose on a site hosting hundreds of clips from dozens of insurers, viewed by thousands in the industry, so there’s an element of preaching to the converted here.

But elsewhere in the market, there’s still some hesitancy about video’s place in marketing strategies. Even among the biggest players, there are a few who have yet to take the plunge or barely dipped a toe in the water.

Those of you that have worked in the insurance industry for a long period of time will remember the days that customers used to come visit your branch to arrange their insurance policies.  This would usually include filling out paperwork (by hand!) and potentially even calling up and talking to actual human beings in order to arrange a policy.

With the growing realisation amongst more enlightened insurance marketers that good old advertising has its limitations, many are looking to produce ‘Thought Leadership’ articles around hot topics that seek to educate and inform both existing and potential customers. 

Insurance information everywhere – What to read, what to read, what to read…

If clients don’t like or are uninspired by the headlines you give your insurance marketing material they will not read your content no matter how wisdom laden and clever it is.

I couldn't help but be slightly surprised by the recent Allianz research that revealed that 66% of UK SME’s don’t know about the existence of Directors’ and Officers’ management liability insurance protection (hats off to Allianz for identifying this).