For some insurance agents, online marketing is a mythical concept. It's hard to understand and some see it as a waste of time. However, it is not just a passing fad. The Internet has changed not only how consumers purchase goods and services, it has changed how businesses reach those consumers.
Here are five of the biggest online marketing myths we hear from time to time.
1. Websites are created equal.
One website is not the same as another website. There are differences that you can see as well as differences you might not be able to see. For a good website that will work for your agency, your goal should be to have good and safe hosting, an aesthetically pleasing design, good code and good optimization. A good website is well thought out and planned. It is easy to navigate with contact information prominently displayed. Also, you need to have the ability to change the content on your website.
2. A website will get me found.
Having a website is not a case of the "If you build it, they will come." Your website needs to be optimized for search engines in order for you to be found when someone does a search for your targeted insurance-related keywords and not just your agency name. To get optimized, you need good coding and a marketing strategy that includes search engine optimization tactics like regularly updated website content and backlinks. SEO is an ongoing process as the search engines algorithms are continually changing. If online marketing is a key part of your agency's overall marketing plan, consider investing in some SEO help as doing it yourself can become complicated and time consuming.
3. The more traffic my website gets, the more leads I'll get.
Traffic does not equal leads. If you are getting a good amount of traffic, but they are not staying on your website long (in website analytics this is called bouncing), it does not matter how much traffic you have. Your website is either not what they were looking for or it is not doing a good job of communicating that it is. You'll want to take a hard look at your analytics and website to determine where to make adjustments on your website to improve the quality of the traffic so you start to get leads.
4. All marketing emails should be sent to my entire list.
Email marketing works best when you send specific emails to a targeted list, not your entire list. For example, if you create an email about your referral program, you should send it to current customers only. Prospects or former customers are not going to care about your referral program. All you would gain by sending them such an email is annoying them and potentially causing them to unsubscribe from your list.
5. Online marketing is all I need to grow my agency.
While it is true that the Internet has become an important part of helping an agency grow, it is not the only part. Your online marketing plan must be supported by offline efforts in order to be as successful as possible. This can include offline marketing tactics like direct mail, events, referral programs and good customer service. Both online and offline require your best efforts so they can work together to help you grow.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.Follow on Twitter More Content by Becky Schroeder