Insurance marketing

“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).

RSA has publically committed itself to becoming the world’s first truly social insurer, but what does that actually mean?   What can our customers and partners expect to see from us, and how do we plan to do it? 

Let’s face it generation Noughties or to put it another way ‘generation mobile’ are hard-wired to the digital age; they were born in the midst of it after all.  They know no different. To them the Digital Age is just normal (get over it), it’s how they roll…

For them swiping at a screen and not getting a response is just plain weird.  Say the word tablet and they don’t automatically think ‘medicine cabinet’, they think iPad.