4 Digital Marketing Must-Haves For Insurance Agents

Think of digital marketing as your means of drawing interested customers to your business on a relatively steady basis. While digital marketing isn’t a “set it and forget it” style of attracting new business, it amounts to far less effort on your part than dialing the phone and reaching out to leads all day every day—especially if you hire some experts to help you out.

That makes it a perfect complement to your usual routine of contacting prospects.

Regardless of whether you go the DIY route or contract with a team of experts, below are four crucial elements your digital marketing strategy must have in order for your insurance agency to benefit from it.

Want more in-depth guidance and practical advice on digital marketing? Click here to download our free Digital Marketing Playbook for Insurance Agents.

4 Key Aspects of Digital Marketing for Insurance Agents

The following is brought to you by Jeni Woolf, EverQuote’s Associate Product Manager who specializes in helping develop products that help agents connect with more inbound customers online. Download our ebook for more information on each of these topics, or, you can always contact EverQuote for assistance implementing your strategy. We’re happy to help!

1. Keywords

Keywords are words or phrases that help search engines find your website and online profiles and understand what they’re about.

A very simplistic example: If you put a phrase like “car insurance for older drivers” and a few similar variants on your services page, Google and other search engines will understand that you probably sell car insurance to elderly drivers and will return your page as a result when someone searches for that term.

There is a lot of nuance that goes into choosing keywords that will produce the best results; in fact, there are even some keywords that could harm your rank and conversion rate rather than help you. It will take some experimentation—or the help of a professional marketing team—to land on a good list of phrases and keep it (and your agency’s web copy) regularly updated.

2. Paid Ads

Want to make sure your services are visible to anyone who might need them within your target demographic? Paid ads are the way to do that.

Paid advertisements appear at the top of Google search results with a “Sponsored” disclaimer. Besides the tag indicating that the search result is sponsored by the business’s ad campaign, the search results otherwise appear just like all the others. For instance, these are the top two search results for “car insurance” at the time of this article’s publication:

Like with keywords, mastering paid ads requires some finesse and experimentation. However, you’ll realize fairly quickly whether your ad campaign is bringing in the desired results. Paid ads are one of the fastest ways to achieve a return on your digital marketing investment.

3. Google Business Profile

Appearing near the top of search results is all well and good, but if you want potential customers to trust you enough to enter into a business relationship with you, you’ll need to ensure your business details are accessible, transparent, and complete.

To start with, this means keeping your Google Business profile up to date with photos, contact information, customer reviews, a working website link, and any other relevant information you can provide.

4. Social Media And Other Business Profiles

As of 2024, Google still reigns supreme. And that fact doesn’t appear likely to change anytime soon. However, just because Google is the biggest search engine doesn’t mean it’s the only place that’s worthwhile to market your services.

After you have the three items above squared away, it’s a good idea to create listings for your business on LinkedIn, Facebook/Meta, YouTube, Yelp, Instagram, X, TikTok, or any other platform that you feel would reach your desired customer base.

Want more information on these crucial elements—plus valuable digital marketing tips? Download our Digital Marketing Playbook for Insurance Agents.

Listed above are the ingredients you’ll need to successfully bring in a pipeline of clientele using online strategies. The rest of the recipe is in our Digital Marketing Playbook for Insurance Agents eBook.

It’s chock-full of all the information you need to get started with digital marketing. It also gives you an idea of what to expect if you decide to hire a team of professionals rather than do it all yourself.

Give the eBook a read-through—it’s free! Then decide for yourself whether you’re ready to jump in on your own or if you’d rather our professional team handle the hard work for you.