“The big insurers use geckos, ducks and discount double checks to stand out. But you have something more authentic to offer: experience.”
In an industry where the product is intangible, bridging the consumer experience with a human element is critical for independent agencies, according to Dylan Brooks, SEO consultant at Insurance Technologies Corporation (
ITC).
“Experiential marketing has been in vogue for years. Brands from Disney to Coca-Cola have long used emotion to boost consumer loyalty,” he says. “Now you might be thinking, ‘but I sell insurance. This type of marketing won’t work for my business.’ This is not true.”
The first step: Optimizing your agency website for consumers.
The key is creating a “bridge” to connect what consumers want and what your agency offers. Brooks suggests identifying consumer needs by turning to simple research tactics, such as utilizing Google Autocomplete and Answer The Public, to see what consumers are asking.
“Think ahead in terms of what people are searching for and what they might be searching for,” he says. “By utilizing some tools you can surface what people are looking for and put your agency in the mindset to service those needs.”
Next, is aligning services to those needs.
“Your agency can succeed by providing tailored solutions to consumers’ in-the-moment needs,” he says. “Take a look at those consumer search terms again. Now imagine you’re in their shoes. What might have inspired you to pull out your smartphone and enter that search?”
By capitalizing on technology tactics, such as providing answers to search questions through website content, you can create a helpful and resourceful reputation, further solidifying the consumer experience.
“The experience is about building a name first,” he notes. “Think of Google or Disney. They built a brand name for themselves by building relationships at the very beginning where people might not be ready to give their credit card information but they have a problem or issue that needs to be fulfilled. When someone is searching for insurance or looking for insurance answers, agencies then have the opportunity to tie in their brand online. Being there for that step builds brand awareness, and when they need to go and actually buy insurance, they will immediately go to that source or look for it in a Google search. This is a very big step in building your visibility and getting in those direct searches.”
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