An insurance company can be a great business and provide you a comfortable living – or it can be a constant struggle and headache. If you are reading this, you are likely already in the business or are contemplating opening an insurance company.
To help make sure your insurance business is an enjoyable and profitable experience, you are no doubt already familiar with some of the key areas insurance companies need to focus on to hit the ground running or to grow an existing business:
- A strong base of capital
- Access to or development of insurance products for your customers
- Enough office space
- Certifications and associations
- Decisions around revenue and expenses that affect profit and loss
- If you own the business, how much you will take out of it for yourself each year
- Unique value proposition and differentiation
- Marketing plans that attract customers
The good news is that you are motivated, educated and ready to go – the bad news is that you have a lot of competition all working to win the same pool of customers. While insurance products are not exactly a commodity product, the average consumer may not understand the points of differentiation in the products and focus too much on price. Of course, you could consider competing on price and underwriting more risky policies, but that is also fraught with danger.
For an insurance company to successfully compete for customers in a fragmented business environment that is highly segmented by locality, and serviced by a massive number of similar products, a strong marketing plan is imperative.
Today more than ever, most of the customer journey for nearly any product or service happens online. If you are not visible online, and more importantly, in the zip codes or states you serve, you are at a significant disadvantage to any of your competitors who are.
Your insurance company marketing plan must absolutely have an SEO component to help potential customers find your business during the online research and evaluation phase of their journey, as they make up their minds who they will work with before finalizing a purchase decision.
In this guide, we’ll explain the importance of SEO for insurance companies, as well as outline the basics of how an SEO strategy can work, as well as how to get started with a custom SEO or link building strategy of your own.