Marketing your services as an insurance agent is a pivotal part of ensuring your long-term success.
There are several effective marketing strategies that you can implement for your services, including:
- Social media advertising
- Pay-per-click ads
- Content and email marketing
As we outline below, the best option(s) for you will depend on a variety of factors, such as your target audience, available budget, and business size.
In this Insurance Agent Marketing article, we break down the most effective insurance marketing strategies that will allow you to stand out from your competition.
Insurance Marketing Strategies
There will be a number of different insurance agency marketing strategies that you will be able to implement as an independent insurance agent.
Having said that, we have delineated a few of the most important ones below.
Build and Optimize a Business Website
Building an aesthetic design is essential to marketing your services online as an insurance agent. Your website’s design, UI, and loading speeds will play a huge role in how trustworthy and legitimate your business seems, which can significantly affect your online conversions.
Your website will also direct users into other areas of your business, such as a separate online store, affiliate website, or social media channel. It will show your clients how they can go about getting in touch with you (e.g., business phone number, “Contact Us” page, etc.).
Note: For the best results, it is important to ensure that you optimize your website as much as possible before publishing it. This is both in terms of SEO (i.e., search engine optimization) and individual user experiences (e.g., CTAs, etc.).
We recommend the GoDaddy Website Builder as a small insurance agent company. GoDaddy meets most small businesses’ needs while providing an extremely straightforward user experience.
If you are interested in more information before making a decision, we recommend looking at our Best Website Builder Review.
Social Media for Insurance Agents
Social media marketing is crucial when it comes to advertising your insurance services online.
This is because social media platforms (e.g., Facebook, Twitter, Instagram, etc.) have billions of users, as well as internal initiatives that can help you target specific audiences and demographics. This can ensure that your advertising efforts are as cost-effective as possible.
Besides improving sales and offering important data to your targeted demographics, social media marketing can be a great way for insurance agents to improve customer engagement and facilitate brand loyalty. You can use social media in order to improve prospective customers’ trust in your business via a plethora of blogs, messages, and online posts.
Your social media platforms can also serve as a great gateway into your other digital platforms, such as your business website or online store.
Having said that, it is important to note that you will need to choose the right social media channels for your business; different channels have different demographics, and you will want to avoid spending capital and time on persons that are inherently not going to be likely to be interested in your services.
For example, let’s have a look at how current age demographics vary between Facebook, LinkedIn, and TikTok:
- Facebook: Largest age group is between 18 and 34 years old
- LinkedIn: Largest age group is between 35 and 54 years old
- TikTok: Largest age group is between 10 and 29 years old
Note: If you believe that you will struggle to update your business’s social media accounts consistently yourself, you can choose to work with a third-party marketing agency or AI-based service instead. This is often recommended as it tends to be a more time-efficient approach.
For all of your social media marketing needs as an insurance agent, we recommend working with Arrow. Arrow uses AI in order to automate your campaign, offering up to five tailored posts a week, traffic boosts, and weekly reporting.
Alternatively, you can have a look at our Social Media for Insurance Agents article for a further overview.
Invest in Content Marketing and Press Releases
Content marketing is a great way of providing informative and helpful information about your services to your prospective clients and can also be — depending on the volume — significantly more affordable than PPC ads. Incorporating press releases into your content marketing plan will also further enhance your reach and credibility.
Having said that, effective content marketing is not easy; you will want to ensure that each piece of content that you create is SEO optimized, contains the right keywords (in the right density), and provides valuable information to your target audience.
Content marketing is a great opportunity to provide useful information without seeming like you are directly advertising your services, meaning that you will want to structure your blogs, articles, press releases, and other content in a non-partisan and informative manner.
This can go a long way in making you look like a more legitimate business and can thus indirectly improve your online sales.
Recommended: If you are interested in boost-starting your content marketing campaign, have a look at Sitetrail’s premium press release services.
Develop an Insurance Email Marketing Campaign
Email marketing can be a valuable tool for you as an insurance agent since it can help you build — and maintain — relationships with your clients.
Email marketing is additionally great for:
- Improving your brand awareness
- Limiting your costs and remaining cost-efficient
- Targeting specific demographics, users, and interests
In order to get started, you will need to:
- Build a quality email list by collecting email addresses from interested prospects, current clients, and other relevant sources.
- Segment your list by dividing your email list into different categories based on factors such as age, location, and type of insurance coverage.
- Create valuable content by sharing information that is relevant and valuable to your target audience. This can include tips for saving money on insurance, educational articles,, and insurance industry updates (e.g., in relation to regulations, etc.).
Note: You should ensure that your emails are always structured in an engaging, mobile-friendly, and encouraging manner. In order to do this, you should:
- Use a clear and engaging subject line
- Include an encouraging call-to-action
- Optimize your emails for mobile devices
See our Email Marketing for Insurance Agents article for more information.
Invest in PPC Ads
PPC — or pay-per-click — ads are a type of online advertising where you only pay when a user actually clicks on your ad.
This can be a great way of measuring your conversions — as well as your website’s efficacy — and can allow you to scale your advertising in an extremely effective and measured manner.
For example, if you pay $5 every time a person clicks on your ad and gets taken to your website, you can calculate how many clicks (on average) it will take to generate a sale.
If the cost of each conversion (i.e., the number of clicks) is not at least commensurate to the number of dollars it generated via each sale, you will likely need to change your PPC ads (e.g., target different keywords, etc.), or update your business website.
Check out our Pay-Per-Click Advertising for Small Business article for more information.
Experiment with Different Budgets
The amount you will need to spend when implementing your insurance marketing strategy will depend on a variety of factors, such as your size, location, audience, and marketing goals.
Even though there is no specific “formula” that dictates exactly how large or small your marketing budget should be, we recommend starting with around 10% of your annual revenue and then scaling it upwards or downwards, depending on the efficacy of your marketing efforts.
All in all, you should experiment with a variety of different budgets — and marketing methods — in order to ascertain what works best for you, as well as what resonates the most with your prospective customers.
It’s also important to remember that marketing is a direct investment in your future growth and success, so the amount invested should be proportional to your goals and desired outcomes.
Facilitate Online Reviews
Encouraging positive reviews is an essential part of ensuring you make the most out of your insurance marketing efforts. This is because it can go a long way in:
- Building trust and credibility — Studies have shown that over 95% of users look at reviews before making a final decision
- Improve your search engine rankings — Positive reviews can boost your online visibility (and SEO), leading to increased traffic and potential sales
- Allows you to improve — Reviews (positive or otherwise) — will allow you to see what resonates well with your target audience, as well as what you may need to change
When it comes to reviews, we recommend providing some form of incentive to your clients; this can come in the form of a referral program or a general discount.
Make an Insurance Agent Marketing Plan
Before you can get started, you will need to draft a solid marketing plan.
This can help ensure that you have considered many important marketing-related factors and are in a position to make informed, cost-efficient decisions.
Even though creating a marketing plan will be a unique experience for each insurance agent — and will ultimately depend on your specific goals and chosen demographic — it generally entails a few “set” steps.
Define Your Target Market
The first step of creating your marketing plan is identifying your ideal customer demographic.
We recommend considering factors such as age, location, income, and insurance needs when doing this.
This is an important step because knowing your target market will allow you to tailor your advertising efforts to reach those most likely to be interested in your type of insurance services.
Set Your Goals
Once you have identified your target market, you need to set specific and measurable marketing goals.
Your goals could include increasing brand awareness, generating leads, or increasing your customer base.
Keep in mind that you will need to ensure that your goals both align with your business objectives and are realistic and achievable.
Develop Your Unique Selling Proposition
Identify what sets you apart from other insurance agents in the market.
This will allow you to highlight the benefits of your services, as well as what makes you different from your competitors when marketing your products.
All in all, this can go a long way in helping you create a compelling message that will resonate with your target audience.
Choose Your Marketing Channels
There are several marketing channels available to insurance agents, including social media, email and content marketing, and PPC advertising.
You will need to choose the channels that will best reach your target market while at the same time allowing you to stay within your designated advertising budget.
Develop a Content Marketing Strategy
This step relates to your content marketing campaign; you should develop a content strategy in order to ensure that you have included all of the types of content that will help you engage with your users.
This can include blog articles, social media posts, YouTube videos, and webinars.
Keep in mind that your content should be informative, relevant, and — most importantly — as non-partisan as possible.
For more information, have a look at our Insurance Agent Marketing Plan article.
Insurance Agent Marketing FAQ
How to do marketing as an insurance agent?
Before you begin marketing your products, you will need to draft a marketing plan. This will help you determine who your target audience should be, which marketing channels you can use to reach them (e.g., social media, PPC ads, etc.), as well as what type of services they are likely to be interested in. For more information, have a look at our Insurance Agent Marketing article.
How can I improve my insurance selling?
To improve your insurance selling, you should focus on building relationships with your clients, understanding their needs, and offering tailored insurance solutions. You can also use digital marketing campaigns, such as social media marketing, PPC ads, or content marketing (e.g., on your website, etc.). For more information, have a look at our Marketing Ideas for Insurance Agents article.
How can I become an insurance agent?
This will ultimately depend on your state, as well as on what license you want to obtain (e.g., P&C, Life & Health, etc.). Having said that, you will generally need to complete a pre-license education course, pass an insurance exam, complete a fingerprint and background check, and file an official application with your state’s Department of Insurance. See our Insurance Licensing article for more information.
How can I promote my insurance business on Instagram?
To promote your insurance agency on Instagram, you will want to create a business account and share valuable content related to insurance topics and products. You will also need to include relevant hashtags to reach a wider audience and share client testimonials to build trust and engage with your followers. For more information on promoting your insurance business online, have a look at our Insurance Agent Marketing Tools article.
How can I use social media as an insurance agent?
As an insurance agent, you can use social media to connect with clients and prospects, share educational content about insurance products and services, and promote your business. While you can manage your business’s social media independently, you may prefer to work with a professional marketing agency or AI-based service. We recommend looking at our Social Media for Insurance Agents article for more information.
How much can I make as an insurance agent?
This will depend on several factors, such as your location, specialty, experience, and marketing plan. That being said, the average annual salary for insurance agents in the United States is currently $56,331 — $53,628 for agents with less than one year of experience and close to $70,000 for agents with over ten years of experience ($69,458).
How do insurance companies make money?
In order to generate a profit, insurance companies offer underwriting services. This allows them to set risk-specific premiums (i.e., premiums which will vary from person to person depending on how “risky” investing in them will be. Insurance companies then take the revenue generated from premiums and use it to handle payouts, as well as to make other private investments, such as investing in real estate, stocks, or bonds. For more information, have a look at our How Do Life Insurance Companies Make Money article.
- Social Media for Insurance Agents
- Insurance Agent Marketing Tools
- Marketing Ideas for Insurance Agents
- Email Marketing for Insurance Agents
- How Do Life Insurance Companies Make Money
- Insurance Lead Generation
- Insurance Agent Marketing Plan
- How to Get Your Insurance License
For all related articles, have a look at our Marketing Resources page.