A new year, a new approach to insurance marketing: every year, online marketing changes. As a small business, you need to stay on top of the trends, since they influence your clients' behavior online. What insurance marketing trends do you need to consider in 2020?
Company Culture Equals Customer Satisfaction
How you run your insurance business has become just as important as how you market your business. Your clients love you for who you are, what you do, and how you do it – they don't necessarily love you because you try to convince them that you're great.
According to the Marketing Insider Group, 2020 is the year of the customer experience, and "efficiency, convenience, knowledgeable and friendly service, and easy payment options are what people value most in their customer experience." This year, make sure that you have something to brag about when you think about how you provide an exceptional customer experience for your clients.
Providing content to your clients has long been a mainstay of digital marketing strategies. Now, clients want to become more involved in the co-creation of that content. According to Demand Gen, "leverage formats such as assessments, quizzes, and video to promote engagement throughout the buyer's journey." Consider how you're going to reach out and connect in a collaborative way this year.
Achieving Position Zero
While being number one used to be ideal for your search results, today's goal is to become even easier to find by using SEO techniques to rise to position zero – the featured snippet at the top of Google's search results. Look for opportunities to develop content that fills an unfilled niche in your field and work on its SEO and links to other content, and you'll be more likely to rise to the top.
Content Remains Key
While some insurance marketing trends are rising, others remain strong from previous years. High-quality content, particularly video content, will continue to make your customers trust you as a source of quality information.
You'll also need to plan for voice search, which will continue to rise in 2020. Up to 50 percent of searches may be completed through voice search, which can sound quite different than the searches that people write into the search bar.
Personalize and Reach Out In New Ways
Personalization also remains a strong marketing trend in 2020. Clients love it when you personalize content to their needs. They're not as interested in seeing generic advertising. They want to see marketing that's relevant to their specific interests and demographics.
However, according to Neil Patel, even if you are customizing information, click-through rates on emails are starting to drop. This means that you need to utilize multiple channels to connect with your audience. This is the year to explore social media and chatbots, for example.
Marketing in 2020 isn't magic. There's no one thing that you can do to make your marketing ascend to the top of all insurance marketing out there. Instead, focus on achieving gains in your existing areas of marketing and in these new marketing opportunities, and you'll slowly improve your insurance marketing.
At American Agents Alliance, we're ready to help you build competence in the insurance field, developing new understandings through networking and educational resources. Contact us today to see how we can help your independent insurance agency grow.