Why digital marketing for insurance brokers is unique
Digital marketing helps businesses boost results, gain more leads and improve sales. When it comes to insurance brokers, standard digital marketing tools and techniques can be used to gain these benefits, however, there are several factors that make marketing for insurance brokers unique.
Legal terminology
The legal terms for all of the different insurance products and cover available can often confuse your prospective clients. They may use different terms when searching for the right cover and it is important that you understand what language they are using. This is then used to optimise content and webpages that should stand out and reach the top of their search results for relevant phrases. Below are some examples of legal keywords and their related terms:
|
Legal term |
Other terms |
|
Professional indemnity insurance |
alleged negligence |
|
Errors and omissions insurance |
alleged omission |
|
cover for negligence |
|
|
breach of professional duty |
|
|
cover against negligence claim |
|
|
professional indemnity cover |
|
|
professional indemnity policy |
|
|
Public liability insurance |
cover against injury claim |
|
cover against property damage |
|
|
injury claim cover |
|
|
property damage cover |
|
|
public liability cover |
|
|
public liability policy |
|
|
company public liability insurance |
|
|
full public liability insurance |
|
|
Non negligence insurance |
non negligence claim |
|
non negligence cover |
|
|
non negligence policy |
|
|
jct 21.2.1 |
|
|
jct 6.5.1 |
|
|
jct 21 2 1 |
|
|
jct 6 5 1 |
|
|
non negligent liability |
|
|
jct non negligence insurance |
|
|
6.5.1 cover |
|
|
21.2.1 cover |
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Bespoke
Many prospective clients are looking for an insurance broker with the aim of receiving a more personalised service that is bespoke to their needs. It is important to highlight the different ways in which your product can be tailored for individual requirements as well as the benefits that one can gain from choosing an independent broker.
SEO
Search Engine Optimisation (SEO) works by increasing your website rankings in search engine results through organic (non-paid) methods. SEO can help you reach customers by showing your website at the top of their searches when they are looking for services relevant to your business. For general insurance brokers that offer products in a local area (for example, home insurance in Worcester), prospective customers tend to be within the local radius. This means that a more precise approach should be used which focuses on promoting your insurance services on search engines to a local audience. Local SEO will get your business in front of local prospective customers whilst they are searching for services relevant to your business and involves optimising –
- NAP consistency (Name Address Postcode)
- Local Link Building
- Google My Business
- Social Media referencing local events and links
- Local Reviews
- Local Business Listings
- On-site Optimisation with Local Terms
And more!
Alternatively, for insurance brokers that offer more specific products, prospective customers are nationwide. This means that the focus of your SEO should be on content development linked to descriptions of your products and links from other sites relevant to these products.
Reviews
Reviews are one of the most essential factors for insurance brokers and Local SEO. Recent and high-quality positive reviews on your website and Google My Business listing will help verify to prospective clients that your business and services are reliable and to a high standard. At AlphaQuad, we understand the importance of reviews and the power that they have on increasing custom. Our Local SEO experts have the knowledge and experience to get you increased reviews and promote the trustworthiness of your business.
Marketing for insurance brokers at AlphaQuad
Here at AlphaQuad, we have helped numerous businesses with their digital marketing including both captive agents and independent insurance brokers. Our SEO experts can help you rank higher in search engine results, reach more prospective customers and increase conversions.
You can also read about why digital marketing for dentists is unique over on our SEO Blog page. Check it out.
