Insurance Marketing Strategies

First, make sure you have a local business profile with Google and other search engines. If you've checked that box, the next step is to build more positive reviews there. Ask your current clients to write a review to get the ball rolling. If your reviews and ratings need help, work with an expert partner who can help you navigate things.

Insurance brokerages get a lot of business from word of mouth. But outside of direct referrals, search engines will be a key source of leads. Implement a search ad campaign right away to get in front of people looking for insurance now—so you'll be in the right place at the right time to secure their accounts.

As mentioned, word of mouth is still very important in the insurance business. Make it easier to encourage referrals from current clients with automated emails or SMS on the topic.

Insurance is perhaps one of the most competitive industries—even when you take out the national TV ad fight among top insurance companies. Before you get started, it's vital to take stock of your local or regional competition. How are they going to market? What marketing channels are they using? And where do they rank in organic search results? You can learn a lot about how to beat them out—but you'll likely need an expert partner to help you peel back the layers and recommend a strategy.

From your search engine business profiles to your website itself, online first impressions are crucial in the insurance business. Beyond that, you'll want to make sure that anywhere you show up online is optimized to capture leads from prospective new customers—from quote request buttons on your Yelp profile to prominent, easy-to-use forms on your website.

Getting a new online lead is only half the battle. Your prospect is likely feeling out multiple insurance brokers to see who is best, and it's not just about the best policies and prices. Convince new leads that you have the best response times and service with automated emails, SMS and retargeting ads designed to nurture them toward choosing your brokerage.

Building a name for your insurance brokerage in your community is like building trust. You can't compete with the big insurance companies on a national scale, but you can still win in your own backyard. Use brand-friendly channels like radio, connected TV and OOH (billboards, sponsorships, etc.) to make yourself a household name.

Experts estimate that the cost per acquisition (of new clients) in the insurance industry is approaching $1,000 per client. Keeping an eye on this—and which channels are working—will help you get the most from your spend. But remember—last-touch attribution won't provide you a clear picture of how all the pieces are working together. Work with a partner who can help you with a multi-touch attribution strategy.