Every year, new technology is invented, new types of communication are created and, as a result, new marketing strategies, tools, and ideas arise. Marketing is constantly changing, and anticipating the shifts is essential to adapt and succeed. The Minimum Effective Dose, a term coined by Tim Ferriss, is the smallest dose that will produce the desired outcome. In this week’s post, we share the 5 insurance marketing trends for 2019 that you can focus on to build your minimum effective dose.
Video is dominating the social sphere and, unquestionably, it has a place in the insurance marketing trends for 2019. A survey conducted by Wyzowl showed that 72% of people would rather use video to learn about a product or service, and 81% have been convinced to buy a product or service by watching a brand’s video. It gives you the opportunity to differentiate yourself from your competition building a new channel to share your values and culture while creating useful content for your audience. For example, you could answer some of your frequently asked questions in a series of videos, like, what are the main differences between insurance carriers? What are the best medical plans to offer my employees? Or, how does the healthcare reform affect my company?
As we shared in a previous post, SEO is one of the most constantly updating elements of digital marketing and it is essential to grow and maintain strong search engine ranking results to get traffic in an organic way. SEO has been included in the insurance marketing trends for 2019 for two specific matters:
ComScore claims that close to 50% of all searches will be made through voice search by 2020. Due to the increasing usage of voice searches, Google and other search engines are beginning to factor it into their algorithms. Mobile optimization plays a big role in voice search as these types of searches occur mainly on mobile devices. Consequently, it will be key to reconsider keywords while optimizing your website and content for mobile as voice search uses a more humanized phrasing and questions are the main form of interaction.
It is fundamental for your web page to have quality content. To this effect, creating meaningful content is not only about filling your page with the three most significant keywords, but it is also about giving relevant context to them. Furthermore, if you create curated content, it will be linked to by other sources, this is called backlinking, and it will also improve your search ranking.
If you wish to grow from an insurance agency to a widespread insurance resource, prove your authority and expertise on business-specific issues and build trust. There is no better way to do this than through a blog. Blogs are key to content creation, therefore, they have gained a spot on the insurance marketing trends for 2019. You can write about what you know best, but keep in mind that the objective is not selling your services. Consumers research products and services online, and staying on top of the newest trends in the insurance industry is crucial to generating engagement with your audience.
When creating content, ask yourself how is it going to create value for your audience instead of how is it going to help you drive sales. Shift away from traditional self-promotional videos, brochures, case studies, or sales pitch to a newer, disruptive way to make your clients participate and give them what they need.
Nowadays, all companies have social media profiles. But participating in the social sphere is as important as measuring and collecting data for future decision-making processes. It is worthwhile and smart to track, test, and implement new findings in future campaigns. Social media is known for being a really great tool, but it is not the fastest in landing leads. It takes time, it requires meaningful content, and it is imperative to maintain your presence.
Distinctively to insurance agencies and brokers, social media can be the way to show a more caring and human side. For example, you can use social media to implement a more personalized customer service, be accessible for clients on Facebook and LinkedIn, and if someone tweets you with a question, answer it.
When potential clients research your agency online, they will pay attention to your website, but they will more effortlessly trust other people’s words than the information displayed by your agency. Testimonials are on the insurance marketing trends for 2019 list because social proof from existing clients is a growing influential tool to attract new leads. Let others talk about how great you are instead of flattering yourself. Ask one of your groups to endorse you and, in doing so, you will establish trust with your customers and you will grow your agency’s client base.
These are the five insurance marketing trends for 2019, but keep in mind there isn’t one right way to implement each of them into your marketing plan. Think ahead and apply new ideas that will help you generate value for your groups. Say something your audience actually wants to hear and differentiate yourself from your competitors. Benefits administration is a complicated experience by itself for any employer, that is the reason why they turn to brokers, but staying up-to-date and competitive is key to meet the audience’s expectations.
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