The marketing landscape is always evolving. New technology can transform the landscape – but some tried-and-true methods continue to pull in results year over year. A new year means a chance to take stock of what’s ahead and find opportunities to change the game for your insurance company.
Here are three top trends to focus on in 2023.
1. SEO Marketing – Including Local Search
SEO marketing can encompass a lot of things, from on-page SEO to content strategy, social media and local search. One important component for insurance companies (especially if you are a retail agency) is ensuring you show up in search results for businesses in your area.
If you’re looking for an easy way to raise your local search game in 2023, claim your Yelp and Google My Business pages – and make sure your name, address, and phone number (NAP) is updated and consistent across all your online properties. This will help you come up in Google Maps and other local searches for businesses like yours.
2. Commit to a Content Strategy
“Content strategy” can include many tactics and collateral options – including blogging, video content, social media posting, visuals, e-books, white papers, and more.
If you’re not sure where to begin, start listening in on some conversations. Go where your prospects congregate (LinkedIn is a great place to start) and see what they’re saying about the type of insurance you sell. What are their worries and anxieties? What challenges do they face that you can help solve?
Talk to your sales team, and evaluate your own conversations with prospects – what questions keep coming up? No matter what type of content you produce, it will do well if it’s built around the questions and difficulties your prospects face every day.
3. Develop Industry Partnerships
One way to give your business a boost in 2023 is to leverage partnerships with others in the insurance industry who can help introduce you to new audiences. This could include outreach to content producers and industry leaders who speak to the same audience you’re trying to reach, publishing articles in publications and trade journals, and/or scoring interviews on popular podcasts.
This type of outreach builds authority, brings in new traffic, and establishes trust within your industry as a specialist who has connections to other respected experts.
Now is a great time to review your challenges and successes from the previous year and chart a new course for success. Do a review of your online search results, commit to a manageable content strategy based on your customers’ interests and concerns, and make connections with industry leaders who can help raise your profile – and you should see outstanding results.
Have questions? We have answers. Reach out to Brad Nevins at firstname.lastname@example.org or call 707-759-5391.