This is one of the questions asked by hundreds of people who sell insurance. Increasingly, both companies that traditionally sell insurance, such as brokers, agents or insurers, and non-insurance companies that have started to offer insurance as cross-selling, are trying to increase their sales by promoting insurance on the Internet.
Although not so long ago it seemed that this sales channel was reserved only for a few companies with large advertising budgets, the situation has changed radically. With a good marketing strategy, today anyone can create a website and launch advertising campaigns on Google Ads and social networks, no matter how modest their budget.
Is it worth advertising insurance?
Absolutely yes. Given the strong competition in the insurance sector, betting on alternatives that give you the possibility of giving more visibility to your company and your products is the best option.
In addition, advertising insurance online offers you advantages such as:
- Segmenting at any level (locations, ages, gender, device, professional activity…)
- Adapt your budget to the maximum
- Get visibility and brand awareness
- Work with one or more objectives (web visits, quotes, final sales, form submission…)
Factors to be taken into account when advertising insurance
Given that each business is different as well as its needs, we must stop to think about our particular circumstances. These should be included in your insurance marketing plan, helping you to set future strategies:
Target audience
You need to be clear about who your audience is. This will define the audience to whom you will direct your ads, making sure you put all your efforts into knocking on the right door.
Your audience will therefore be a group of users who, given their qualities, characteristics and peculiarities, have a high probability of buying your insurance.
Budget
This will be the expenses that will be spent on advertising during a given period. You should be realistic and allocate a budget in accordance with the economic capacity of the business.
Although there are many rules for defining a budget according to the objective, let’s use the following example:
Imagine that your objective is to sell insurance. You should mark the average profit margin that the sale of each policy leaves you, for example 10 €. This means that, as a minimum, if you invest 10 € you must sell at least one policy. If your goal is to sell more than 20 policies per month, your monthly budget can be 200 €. Once the first month has passed, you will have to review the profitability and see if your ad or ads have been effective or if you should revise your advertising strategy.
Channel
It will be the medium through which you advertise to your customers. Although we will go into detail later, these are the most popular:
- Ads on social networks (Facebook, Instagram, TikTok, LinkedIn…).
- Ads on Google (search ads, display ads…).
Opportunity
Finding yourself in front of an opportune moment or favorable trend can be a very determining factor for your ads. You can enjoy better conversion rates, higher profit margins, less competitors…
But remember that by definition, all opportunities eventually fade away. So whenever you find an opportunity to increase your revenue or make more profit, hurry to take advantage of it before someone else does it for you.
Features and benefits of your insurance
Emphasizing the benefits and differentials of your insurance over the competition will not only save the prospective client research time, it will put you in a privileged position over the rest.
Message and tone
Don’t forget that we seek to persuade with advertisements, so you must be clear about certain aspects that will make your communications effective:
What do you want to communicate with your brand?
Determine the objective of your message: do you want to instruct, advise, inform…?
Who do you want to address?
It will help you to adapt the message to what they are looking for or want to hear.
What channel will you use?
Bear in mind that, depending on the channel you use, the format of the message may vary. For example, in social networks, they should be very visual, with videos, eye-catching images…
Advantages of digital marketing for insurance agents
Since there are still few agents and businesses that have decided to start selling insurance online, it is still easy to differentiate yourself and reach your target without having to invest too much money.
In addition, there are numerous ways, formats and strategies to advertise, so it is time to test and see what works best in your particular case.
Remember that to measure the effectiveness of any action, it is essential to have the Analytics pixel correctly installed.
Where to advertise our insurance?
Although you already know how to sell insurance on social networks, it is important that you are clear about which are the most used online platforms and channels to give visibility and promote the sale of insurance. Remember that these are just a few, but it is your job to determine which of them will be most beneficial in your strategy to advertise insurance.
Social media
As we have already said, advertising on social networks offers a very precise segmentation capacity that, if done correctly, can be very positive in terms of visibility and results.
Facebook is currently the social network with the largest number of registered users in the world, and virtually every brand has an audience on Facebook, providing a fast, cheap and effective way to reach them with a promotional message.
LinkedIn is the most powerful social network for doing business and attracting customers in the B2B sector. Although its best known function is to search and offer jobs, it has great potential for promoted content.
Its advertising management panel looks and works very similar to Facebook Ads.
Being the most popular social network today, turning to Instagram can be a good option if you’re looking to target a large volume of people.
Thanks to not being such a massive social network, it can be a good option if you are looking for channels that are not so exploited by your competitors.
TikTok
Currently the platform that offers the most viralization facilities. In addition, companies and professionals are turning to TikTok to show themselves closer.
Although you can advertise on other search engines for your SEM campaigns, we recommend starting with the most popular one. You will find much more information and tutorials and it will be the easiest way to target a large volume of users.
Advantages of advertising insurance
If you carry out an effective advertising strategy, you will gain a competitive advantage that will position you above the rest of professionals and businesses that offer something similar.
Now that you know more about how to advertise insurance through different channels and media, you only need to optimize your resources and automate your products online. In Nowo.tech we offer an embedded software to make this functionality more convenient and viable, a way to offer your insurance automatically, saving costs and time, fully customizable to the corporate identity of your business. Do not stay with the doubt, and consult with our professionals, receive the best advice to sell your insurance online and without difficulties.
