The art of maintaining a successful online presence is due in part to a campaign that focuses primarily on branding. In any marketing campaign, in order to be successful you need to know who your audience is. Most agencies are bent on targeting a specific geographic area. This includes gathering vital information such as whether this area has the desired audience. For example, are there new families or retirees that fit the necessary demographic? Or, are there a lot of homeowners or renters that might benefit from the products and services you’re offering?
The top insurance websites have not only identified their target audience but have gone about designing their website so that it attracts and retains those same consumers, eventually turning them into clients. You can start the process by asking visitors about their communication preferences, as it will allow you to identify online marketing channels to focus on, like Facebook and LinkedIn for starters.
Set and modify goals as necessary
It helps to know up front what the agency expects to accomplish with their online marketing efforts. Branding will help establish your name and logo and breed some healthy familiarity. By setting goals it makes it much easier to track success. After you establish and reach that first set of goals don’t stop there. Now modify your goals so that the agency continues to prosper from all of its efforts.
Establishing a budget
Make a marketing budget and identify how much the company wants to spend on a website. Throw in things like maintenance and content updates, search engine optimization, email marketing and social media. If it’s within your budget you might also consider doing pay-per-click advertising, which can be another good avenue to take.
Internet marketing requires continuous effort and this can be quite a strain on a limited budget. By identifying those tactics that work you can then devote some money to hiring an expert to help with those options that are more difficult and time-consuming. That’s the difference between being middle of the pack and one of the top insurance websites.
The reason that someone chooses one agency over another is that they prefer an agency that comes off as knowledgeable. This is an example of why identifying the company’s brand is so important, more than how the website looks or what is shared on social media. Remember, by establishing the brand, all that’s left is to be consistent and stick to brand values.