Marketing ideas for insurance brokers

November 9, 2023
insurance marketing ideas

When it comes to insurance marketing, there’s no shortage of things you can do to broadcast your brokerage and market who you are and what you do. 

An effective marketing strategy will bring several of these elements together to ensure you reach the right audience at the right time with the right message. By carefully planning ahead and deciding what routes will work best for you and your objectives, you can generate the maximum benefit from each marketing idea.

To help you get started, we’ve put together a handy selection of ideas you may like to consider as part of your marketing strategy. We’ve divided them into two levels, so whether you’re just starting out or you’ve already built some marketing traction, you can get some helpful takeaways.

Level 1: Building solid insurance marketing foundations

Create SEO-led content

SEO content is optimised for search engines such as Google. It means that your content is structured and written in a way that makes it easier for people to find when they search for information online. This helps you to attract new people to your website and build brand awareness.

In order to appear in search engine results, you first need to identify what keywords you want to rank for. If you’re not sure where to start, you can take a look at what your competitors are doing. There are lots of tools out there that can help, such as SEMRush and Ahrefs. 

You should also consider what questions your target audience is asking. Providing accurate, useful answers to commonly asked questions is a great way to create optimised content. To find some key questions, take a look at the ‘Also Asked’ section on Google results pages or try free tools such as Answer the Public.

Once you have your targeted keywords and questions at the ready, you can use them to create articles and product pages for your website. Remember to give them an update every now and then so that you can keep them accurate.

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Post on social media

Social media is a great place to reach out to your customers (both personal lines and commercial) and build relationships with your insurance partners.

Posts can come in many forms, such as text with an image, a video clip or even online polls.This gives you huge flexibility when it comes to attracting attention to your insurance brokerage and engaging your audience.

Good topics include behind the scenes content, which helps to build the personality of your insurance brokerage, as well as charity activity, top tips and time-specific content (such as how to make a flooding claim). Tagging people and other companies in your posts will help to increase engagement.

The channels you target will depend on who you want to attract. For instance, LinkedIn is a great place to stay in touch with business clients or your insurer partners. However, you may want to use X (formerly Twitter), Threads and Facebook to establish a relationship with potential personal lines clients.

Remember, you will also need to engage with other accounts by liking, commenting and sharing their posts. This will encourage the algorithms to promote your posts.

Need some help? Learn more about our social media marketing service.

Case studies

A case study is a fantastic way of demonstrating how your insurance brokerage has provided others with a great service. Social proof is very influential, so if you have happy clients, you should showcase that fact.

A case study should explain who your client is, what insurance or guidance they needed, and how you helped them to get the right cover.

Your case study can be written or recorded as a short video, depending on how and where you are planning to use it.

Email marketing

Email marketing can seem a little old fashioned, but it remains one of the best ways for businesses to contact their current customers and potential clients. (Learn more about it here.)

A monthly newsletter will allow you to keep in touch with your clients, share your latest updates and encourage subscribers to return to your website. In addition, sales emails can be used to promote specific campaigns (such as cross-selling another type of policy) or promotions. Be sure too use personalised elements wherever possible to maximise your impact. 

Learn more about our email marketing services.

Level 2: Extend your reach and influence

Thought-leadership articles

Thought leadership is a great way to demonstrate your expertise, knowledge or specialisms. It is in-depth, insightful and authoritative, sharing your unique knowledge and perspectives. 

It can be based on research you have carried out yourself, or information that you have gathered from your own databases and experience. Of course, you don’t have to do it alone – you could carry out research or combine insights with a relevant partner. This will naturally help to expand your reach and audience too.

If your piece is unique or interesting, it could also lead to PR opportunities in the media or with industry publications. See more below…

Press releases

Getting your name into the media is an excellent way to increase brand awareness. If you’re mentioned online, you can also gain precious backlinks. This will help to raise the authority of your website because it acts like a vote of confidence.

To generate a valuable press release, you have to create content that is newsworthy, relevant and interesting to your industry or target audience. This could be an achievement by your business, an event you are planning to hold or even some research you have carried out.

Remember to begin your press release with the who, what, where, when, why and how, and to include useful contact information and photos when you send it to journalists.

White papers

In many ways, a white paper can be categorised as a type of thought-leadership content. However, white papers tend to be longer and include images, interviews and graphs to better illustrate your research.

As with thought leadership articles, a white paper should be insightful and showcase your in-depth knowledge about the subject. Here’s a little insight into how we put together a white paper for a client. 

Awards entries

Industry awards can be a fabulous way to showcase your achievements in key areas. They can also be useful for boosting your standing with customers and raising your profile.

To be in with the chance of being shortlisted, you will need to carefully choose which awards and categories to enter. To be successful, the judges will want to see tangible results, so make sure you have access to plenty of data before you get started. This could include customer testimonials, financial reports and accreditations.

Find out how we can help with award writing here.

Paid online advertising

Paid online advertising can be a great way to raise awareness and prompt conversions. 

There are plenty of ways to venture into paid advertising. For instance, you can set up a pay-per-click (PPC) campaign, where you arrange to have your insurance brokerage appear in search engine results when someone looks for a specific keyword. You then pay for every click your ad receives. On Google, you can manage this via the Google Ads platform.

You can also organise adverts to appear on social media channels, such as Facebook. Depending on your audience, this could be a valuable platform to explore to promote your services, raise awareness or increase traffic to your website.

Corporate video production

Make a video

Videos don’t have to be unwieldy, feature-length films to make an impact. Short-form videos are highly popular, particularly on social media, and can be excellent for explaining things or introducing your team.

However, just because they’re short doesn’t mean that freeform is the way to go. A well-written script will make your video more professional and ensure that you get the right message across.

Host an event

An event is a great way to gather together a target audience, such as your key stakeholders or potential clients, and create an opportunity for networking. 

You can also use an event to display your specialisms or knowledge. A talk or panel debate can be a good way to do this and it will help to put your brokerage at the forefront of your industry.

Talk to us about insurance marketing

If you’d like us to help you shape your insurance marketing strategy (and its execution), get in touch! Drop us an email at hello@methodmarketing.org and we’ll be in touch with the next steps.

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