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Are banner ads a good fit for insurance marketing?

September 28, 2013

Love banner ads and want one for your insurance website? Before you invest any money into banner ads, do some market research first. Today’s online marketing environment is more complex than it has ever been, particularly with Google making algorithm changes so frequently, and changing the rules on what makes a site rank well.
Gone are the days when an insurance company would get by with a nice website design and well-chosen keywords. Today, search engine optimization (SEO) is a completely different approach; your website and its content must be not only relevant, but well written. Now there are so many ways to market an insurance website: use banner ads? Or email marketing? Or YouTube videos? Or Social media? What about Google+ and Google Places? Should you use some of it? All of it? It’s enough to make one’s head spin.

Luckily, most of the newest marketing methods all meld together —- mostly. You might just be able to use banner ads, provided you use them on the right kinds of sites. For example, using them on a large, extremely active, national mega-site is a potential waste of money, especially if you do business in a smaller way, and work locally. On the other hand, you can target the right people and choose the sites to match, with the help of an experienced SEO company —- one with a track record in the insurance market.

Is a banner ad appropriate for your insurance website? Are people even clicking on them anymore? The answer to those two questions are, “It may be appropriate for your marketing strategy, but you need to have that evaluated,” and “Yes, people do still click.” The main thing you need to know is who is clicking and what demographic they fall into and then figure out if that is your target market.

For instance, a recent marketing study shows those age 55 and older are more than likely to click on banners. In fact, just about 50 percent of the clicks come from this age range. However, 58 percent fall into the 15-to-24 age range. Is that your market? If you answer yes, then banner ads may work for you.

Just remember that people click for as many reasons as they choose not to click, so you need to target the placement of your marketing banner very carefully. Choosing sites on your own can be a major pain. Instead, partner with an experienced SEO company that understands the insurance market. You then have an understanding ally who can help shape your insurance marketing plan.

Social media is the way to go to market your insurance website

September 12, 2013

Perhaps you do not enjoy using social media and consider it a waste of your time while trying to market insurance, but here’s something you need to know to improve the conversion rate of your website: A recent study shows more Internet users than ever before are making use of social media to find websites. This is a bellwether trend you need to pay attention to, as it holds the key to drive more traffic to your insurance site.
This kind of information is no surprise to those who use social media regularly, largely because those who are plugged in and active have been trying to get more businesses to join in and not stick with the old method of searching. The fact is that roughly 54 percent of Americans use search engines to find the information they need. In 2010, the percentage of Americans using search engines was 61 percent. Social media is becoming the leader in searching, particularly with younger people.

If you do the math, that means 33 percent of Americans, on average, use social media as their primary search method. What does that mean for your insurance website? It means that you need to be more visible in the social sense, particularly if you want to market to the younger demographic. Marketing methods are rapidly changing and you need to keep up with them if you expect to grow your business.

While you may not need to be in a great hurry to plunge into the social media stream, it’s a marketing niche that has the potential to greatly impact how you do business in the near future. Pay attention to the age range you want to embrace, what products you market and who is likely to buy them. It’s certainly not like trying to find out when the next hot movie is going to hit town or which hair salon is the trendiest, but there is food for thought in how to properly market an insurance website and products using social media.

Social media, without any doubts, is ideally suited to building bridges with prospects and colleagues —- the very same prospects and colleagues who may refer business your way. Having a strong social presence is not a deterrent, as the younger grow older and into your market demographics.

Love the idea of social media to market your insurance agency, but dislike the thought of setting up an account and trying to learn how to use it, when to use it and how to optimize it? Now is the time to find the right search engine optimization (SEO) company, with a background in marketing insurance, and partner with them, to get a leg up on the latest in marketing strategies that impact on your agency in a positive way. The world is your oyster. Time to start making plans to grab that media pearl.