Chapter 2

Digital Marketing

Introduction:

Using Digital Channels Like Search Engines, Websites, Social Media and Email to Grow Your Business

In simple terms, digital marketing is the promotion of your business’ products or services through electronic media. The main difference between digital marketing and traditional marketing is that it is more easily monitored and measured.

Good digital marketers arm themselves with data. They understand what consumers are looking at, what interests them, and the information they are most likely to act on.

With this information, digital marketers are better able to target the segments that they want, with the right information at the right time.

Tip 5: Examples of Digital Marketing Strategies

Many business owners in the insurance industry overlook the importance of having an online presence. However, in today’s digital world, this is a big mistake. Having a website gives your business a portal that can help you communicate your brand to customers and reach a much wider audience of potential customers.

Creating an online presence for your business is more than putting up a website with your company’s address and phone number. It means setting up a virtual version of your business, with a welcoming, informative website, and ensuring you are active where your customers are online (such as on social media or online forums). The following are a few simple things that you can do online that can quickly have results in the digital space.

Set Up Google My Business

Google My Business is an online directory that connects you directly with your customers across Google, whether they’re looking for you on Search, Maps or Google+. It lets your customers and potential customers find you immediately, anywhere, on any device.

Try Pay Per Click Advertising

Google and Bing advertising make it possible to target people who are actively searching for insurance online. A Pay Per Click campaign can be ideal for attracting targeted customers to your website.

Get On Social Media

With the prevalence of social media to- day, there are a number of ways to pro- mote your business. Facebook, LinkedIn, and Twitter can all help boost your business’ online presence. Focus all communications on a benefit to the customer and how you can add value to them.

Tip 6: Update Your Website Regularly

Your website is your business’ global calling card. A smart, professional website influences the way your business is perceived by prospects and customers.

Why Update Your Website?

1. Digital marketing is useless without a website

Your website should be your first consideration when conducting any digital marketing activities. All social media activity and paid advertising should redirect to a landing page on your website. A good website has a strong Call To Action on every page, as well as adhering to good design principles.

2. Your Website is a powerful lead generation and data collection tool

When connected to Google Analytics your website acts as a powerful data collection tool to better help you understand your customers. Over time
the insights you gain from the users who visit your site will aid your other marketing efforts and help you better personalise your existing advertising.

3. Your customers expect you to

The biggest reasons for having a top quality website is that your customers expect it from you. It goes without saying, that websites are a stamp of legitimacy in the 21st century. Review your website content on a regular basis and refresh your website’s design at least every few years.

Tip 7: Update Your Website Content

A recent Demand Gen Report [2014] asked respondents, ‘Where do you go to begin the process of researching a B2B purchasing decision?’ Their responses were:

General
Web Research
Directly On Vendor Websites

Content is key for helping your website to be found by prospects and for creating an impression of what your business stands for, so it’s crucial that your site’s appearance, themes and content are current.

Posting regular content is highly beneficial for your website for a number of reasons:

  • Regular website content updates communicate both your expertise and your dedication by sharing your knowledge and skills with your audience.
  • Search engines like websites that are updated regularly, so fresh content keeps your website findable by search engines such as Google, Yahoo! and Bing.
  • The importance of content marketing is well documented, so your competitors are (likely) creating new website content too. Don’t let them get ahead of you.
Tip 8: Ensure Your Website Has a Clear Call to Action

Your Call To Action buttons are arguably the most important part of your insurance website.

Not only does the Call To Action on your website grab the attention of your visitors, but it also increases the user interaction on
your site, which helps you achieve your business goals.

Your Call to Action should motivate your prospect to act in a way that is valuable to your business, for example: call for a consultation, subscribe to an email, or sign-up for more information.

In order to use your Call to Action effectively, you need to think strategically and creatively to ensure it is achieving its objective.

There is no perfect combination of elements, but by continuously testing and reviewing your Call To Action, you will be able to find a formula that works for your business.

Tip 9: Add a Live Chat Feature to Your Website

Insurance is a complex product to buy, and visitors to your website will likely have a number of questions that they need answers to before they will commit to buying or even a meeting with you.

In an increasingly digital world, people visiting your website expect these answers quickly. That’s why many businesses have opted to add live chat support to their website.

What is Live Chat?

Live Chat is a web service that allows businesses to communicate, or chat, in real time with visitors to their website. Live support applications are commonly used to provide immediate customer support and information to clients and customers. With a Live Chat feature, you can provide the quick answers that your customers want to their questions.

Why You Should Consider Live Chat

Quite simply, Live Chat is convenient for customers. An online chat system provides your customers (and potential customers) with immediate access to help which leads to increased conversions. The key is that customers have someone whom they can ask for advice on the spot, which eliminates confusion and makes them more likely to proceed with your services.

It also helps give you an edge on your competition!

Tip 10: Try out Social Media

But Proceed with Caution

Doing Social Media right requires a significant time commitment, so if you can’t keep up with it, it may be best not to start. You can also hire an external agency to help you build and sustain a social media effort if it’s not something you can focus on, but you think that it will provide leads for your business. There are plenty of good reasons to have a social media campaign while you’re building your product, depending on your business objectives.

Social media allows you to establish connections with stakeholders, position your brand and initiate social interactions that will improve your conversion rates.

At The Lead Agency, we use existing content to maintain social media channels in a consistent manner that aligns with business goals and objectives.
This can include running organic posts that engage with stakeholders, or implementing shorter-term targeted paid advertising campaigns.

Some of the key benefits of being on social media include:

Multiple Customer Touchpoints: In the modern digital age, decision makers use multiple sources to make purchasing decisions. Engaging with leads on multiple platforms is the only way to make a genuine impression.

Increased Web Traffic: Engaging content redirects traffic to your website, where potential leads can find out more about your products and services. The more quality content you share, the more traffic you can expect.

Better Understanding Of Your Audience: Social media sites, such as LinkedIn, Facebook and 2 Google+, provide sophisticated metrics that help you understand your audiences better. This information can be invaluable in crafting a personalised buyer journey.

Position Your Brand As An Authority: Regularly posting quality content on social media helps position your business as a thought leader in your industry.

Increase Brand Exposure: Being present on a variety of social media channels exposes your brand to a larger audience of potential leads.

Tip 11: Use Twitter

The social networking platform, Twitter allows insurance businesses to market their services to more people for free. Unless you are hiring someone to run your Twitter account or utilising Twitter ads, you don’t have to pay.

Here are the two main reasons to add Twitter to your marketing strategy.

1. Connect With Your Customers

Twitter provides a wonderful platform to become a part of your customers’ and prospects’, daily lives. Businesses can connect with their customers because they themselves are using Twitter as part of their daily routine.

With people now logging in every day, this platform is the perfect way to remain front-of-mind for your customers. Additionally, this ongoing presence will help to build loyalty among your consumers.

2. Spy On Your Competition

Did you know that Twitter can also help you spy on your competitors? With Twitter’s inbuilt search function, you can eavesdrop on your competition, finding out what strategies they are using and whom they are connecting with. You can do the same with your customers.

The best part about this is that it is a free tool.

You can not only see what customers are talking about you but you can also
read what customers are saying about your competition. For example; if your competition is not following up with customers complaints you could perhaps be their saviour by suddenly tweeting them “I heard you have a problem with…..”.

Or you can simply see what strategies are working best for your competitors and adapt their approach to your own offering.

Tip 12: Use LinkedIn to Generate Leads

When used properly, LinkedIn can be a great tool for generating business leads, especially in the insurance industry, where most clients and prospects will have their own LinkedIn account. There are several things that you can do to improve your efforts on the platform and start generating more business from LinkedIn.

First, ensure your LinkedIn profile is up to date, accurate and being seen. Once you know that your profile is showing up in the right places, you can follow these steps to make the connections that your business needs.

Add Connections to Your Network Invest a minute or so each working day clicking the “connect” button on the “People You May Know” list to broaden your network. Remember that everyone you talk to about business or meet during the course of the business day is a potential LinkedIn connection.

Build Out Your Lead List While you’re on LinkedIn, spend five minutes a day investigating the connections of your contacts to see if there is anyone you don’t know personally but would like to meet. Ask your connection for the recommendations outside of your LinkedIn account via email or phone as you’ll get a quicker answer and the chance to connect with a potential lead.

Post Updates Spend some time each week finding updates to post to your LinkedIn network that are relevant to your prospects and customers. Add value and share expertise with your updates and you’ll position yourself as a thought leader.

Join Groups LinkedIn lets you connect with people who are 05 in groups with you. Use this as a targeted way to add value to others, share insights, and build out your network with prospects.

Celebrate Others When you come across a news story or post that offers good news about your client or prospect, or any key contact, share the news as a status update to recognise the person’s accomplishment.

Do all of this regularly, but only invest 10- 15 minutes a day on it and you’ll start being noticed on LinkedIn by potential customers.