There are no silver bullets or shortcuts in marketing your health insurance agency. Rather, success in using digital marketing to draw in prospects and stay in front of current customers depends on your consistency with several small habits. We've compiled a set of 11 habits an agency of any size can use to boost its online presence. And, we've organized them by relative cost and effort -- because that's just the kind of helpful field marketing organization we are.
Lower effort, lower cost strategies:
- Regular social media posts are your key to developing interest among prospects and clients alike. Start with bite-sized education, sure, but don't be afraid to showcase office happenings and personal accomplishments, either. The internet loves a personality, not a corporate-sounding mouthpiece. As you start out, aim for a minimum of one post per platform, per week. Over time, you can increase your cadence and draw even more attention.
- Carrier-approved content makes the first item even easier. All your carriers want you to talk about them and sing their praises. Just make sure you're following their guidelines and relevant government rules. Be careful, though -- your clients and prospects will want to see a hint of you peeking through. Don't become a reposting robot.
- Informational videos might sound intensive and expensive -- but they don't have to be. If you've got a smartphone, you're well on your way to a valuable way to distribute knowledge and showcase your personality. Don't believe us? Go see how the majority of videos are filmed on TikTok or YouTube. Consider some of the most common questions you get from your customers, and record yourself delivering a concise answer. That will help put your face front and center when other consumers seek answers.
- Updating your website is one of your lesser-known weapons. Here's a crash course of an entire master's degree in digital marketing: the more frequently you update your website with relevant content, the more often search engines will visit and re-categorize your page. As search engines, like Google, learn who you are and what you talk about, they'll be more likely to recommend your website to consumers looking for those topics. Voila! Lead magnet.
Lower effort, higher cost strategies
- Social media ads with carrier materials can be a winning strategy. You know the content is compliant, and you have the opportunity to push a brand you have a personal relationship with. But, effective social media ad campaigns do require funding if you want to earn leads. While we've seen and heard agents draw in leads by spending just $5.00 a day, you may need to increase that spend if you're working in a crowded market.
- Agency collateral can also drive positive interactions with your website. Make sure all your social channels are listed on your business cards. Ask for Google My Business reviews at the end of each appointment. The more likes, follows, shares, and reviews you earn, the more visible your pages will be online. This strategy can cost a little more though, especially as you redesign business cards, flyers, and mailers to accommodate your larger strategy.
Higher effort, lower cost strategies
- Educational blogs are the natural evolution of your social media posts, videos, and website updates. Many common questions, like "What is a metal tier?" can be answered with both video and the written word. And, as you add more blog entries, search engines are forced to visit your page more frequently. That builds your authority in the eyes of the engine, making it more likely to put your content in front of consumers.
- GoogleMyBusiness is worthy of its own mention. Not only can you post social content here, but it's also how you manage your agency's visibility on Google. Post anything from office hours and holiday closures to phone numbers and agency pictures here. Even more importantly, you'll need one of these pages to collect and respond to consumer reviews. These are all critical parts of your online presence. Better still? Google tends to reward pages with active profiles.
- Engaging on forums like Reddit or Quora can also be helpful. First, so long as you abide by community rules, you'll be able to build value for your agency by publicly answering tough consumer questions. Second, it also gives you an idea of what consumers are asking about. The answers you give on these pages could easily be turned into a blog or video. And because you're answering questions that real consumers are asking? You're more likely to come in near the top of search results.
Higher effort, higher cost strategies
- Effective original ads for your agency can come with a cost. You, or someone on your team, will need to learn some sort of design software. Canva is a good free option -- but there will still be a learning curve. And that's just the first step. Anything you create will need to abide by guidelines in your target market. That may mean you'll need approval from carriers and/or government agencies. But, when you clear those hurdles, you'll have a polished product that gives consumers a sense of your professionalism and know-how.
- Carrier-produced ads are similar to their approved social content. The biggest difference, though, is that you'll need to make some effort to learn the guidelines of each specific service you advertise with. Google, for example, recently implemented a series of identity verification steps for anyone advertising health-insurance-related products (e.g. - you). And, of course, you'll need to ensure you have the carrier's blessing to run ads on that platform. Posts that are marked for social media use typically can't be used as an ad, and vice versa.
What's first?
Where you start is completely up to you. Some agents find it easier to build good habits in the lower-cost, lower-effort quadrant. Others come out swinging for the fences, running ad campaigns specific to their agency. What you choose will depend heavily on your budget and business goals. We have good news, though -- our top-notch team is ready to help you plot your course. Better still? Where rules allow, we're happy to reimburse or split the cost for many common marketing expenses. Get in touch to learn more.