Bill Gates emphasized the need for entrepreneurs to advertise their business on the internet. With the internet making our lives easier, it has become almost impossible to imagine what life will be like without it. Back then, when the internet’s algorithms weren’t so complicated, your business was easier to find on the web. These days, it all comes down to a good strategy for your ranking to reign supreme.
Insurance has always been viewed as an iffy subject by most consumers. Many financial advisors find prospecting to be a challenge. It becomes even more challenging considering insurance was an industry where transactions were face-to-face. Like every industry, insurance was also impacted by pandemic events. In an article with S&P Global, the insurance market has felt the effects of COVID-19 through asset risks and weaker premium growths.
Despite this, a survey done by Policygenius shows that 54 percent of Americans have some form of life insurance, with 27 percent of American adults having only group insurance. To make your company stand out among the rest, you need to develop a tried and tested strategy.
Today’s Consumers Do Not Like The Idea Of Being Sold to
Consumers tend to be more discerning when choosing what to buy. They do not like the idea of being sold to, so they will usually drone out long sales pitches. Today’s consumers are more independent-minded and tend to do their research. This is why they view insurance policies with a hint of skepticism. Here are some strategies to help your insurance company stand out from all the rest.
It All Starts With Your Website
Want to know how to attract potential policyholders? It all comes down to your insurance website design. Why? Your consumers spend most of their time online, so what better way to bring them in?
First impressions matter, which means you need to draw people to your website. Ensure that you leave critical information, such as your contact information, on the front and center. Add a chat feature that would enable them to interact with your site. Adding these features will matter in the long run.
Make Transactions Easy and Streamlined
Today’s consumers love the idea of convenience. They love that they can order their favorite food and have it delivered via Uber Eats or DoorDash. They also love that they can order practically anything through Amazon. They want things to be made easier and convenient for them. Do not make the transaction complicated.
Consumers hate long and droned-out sales pitches.
As said before, consumers hate the idea of being sold to. When you introduce the concept of insurance to them, create a need for them. This is how you will be able to draw potential policyholders in. Make them see the need for a policy, do not sell it to them.
Do Not Underestimate the Power of the Written Word
In this case, blogs. These are a vital feature of your website because they drive traffic, help you build trust among your audience, and increase your authority. By providing blogs to your site, you give relevant and accurate content that consumers can use in their research.
Word of Mouth Matters
Never underestimate the power of a good review because consumers tend to read a company’s review. A good portion of these consumers will believe this review and set the tone for how they perceive your company. You can ask your existing policyholders to leave a review of your company and make sure to live up to that good review. It is a way of establishing and keeping trust.
Keep Up With Social Media Presence
Social media plays a significant role in our lives. This is why your social media presence matters. Of course, you cannot just randomly post things on your Twitter and Facebook and expect these blurbs to generate sales. You need to post relevant and exciting content to draw in your consumers.
For instance, you can post infographics, blogs, video marketing, as well as testimonials from customers. All these can set you apart from the rest.
Prove Them Wrong
In a survey by You Gov, 43 percent of Americans do not trust insurance companies. While the numbers do not lie, what you can do is prove them wrong. Show them that you are not after their money, but you come with a purpose.
Donate to charity. Promote a cause that your company believes in. Please do what you must to prove that you are worthy of their time, trust, and money.
It is tough to market insurance in an ever-changing market. As long as you remember to keep everyone’s trust, you can stay ahead of the game.