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The New Insurance Marketing Plan for the New Year

January 8, 2010

The beginning of the year is a time when many insurance agencies and companies are planning their annual insurance marketing strategy. Getting new policies is, of course, what will determine this year’s success.

Companies or agencies of all must decide whether or not to continue old insurance marketing practices that are offering limited returns or to pursue newer marketing avenues like search engine optimization and online insurance marketing.

In comparing online media with traditional media we will start with the insurance website. The website holds a unique power in that it can be a stand-alone marketing strategy as well as a complimentary piece to your offline insurance marketing. For example, a billboard with your website address on it could prove to convert a passersby to a new client, who would have otherwise ignored your phone number.

Another example of an insurance website working as a complimentary piece of your offline marketing is with television, radio or print. Your company could publish free information pieces then advertise those pieces on your radio, television or print advertisements to encourage viewers and listeners to visit your website.

An insurance website can do what an advertisement cannot and that is build confidence with the prospective client. It is on a website that your company or agency can prove to the prospective policy holder that you have exactly what they need in a no-pressure environment.

Where drive by and print media force you to consolidate your message into a few words, your insurance website gives you the ability to expound upon your knowledge, host frequently updated blog entries, user instigated videos, and other details to encourage a user to contact your insurance company or agency.

Next week we will talk about what to expect with the second part of your insurance marketing strategy, the search engine optimization.

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