In 2023, more than ever, selling insurance means using digital marketing techniques to stay ahead of the game and the competition. Digital insurance marketing strategies include two key components, namely geo-targeting and local SEO.
Local SEO means creating an online presence targeted at a local audience. Geo-targeting means crafting content to attract users within a specified location. These strategies make insurance agencies more visible within their communities and attract local clients. Each local market has its own insurance preferences. You must understand local culture, language, and needs if you want your online marketing strategies to succeed.
In this article, we’ll explore how local SEO and geo-targeting work and how you can use these strategies in your agency.
Basics of Local SEO
Local SEO means optimizing your social media and website content for local search queries. So, when someone in your area searches for insurance services, you want your agency to appear at the top of Google’s first page. Local SEO helps you achieve this goal by improving your rankings for local queries.
General SEO makes your website more visible worldwide, while local SEO promotes it to your community. Local SEO focuses on setting up a Google My Business listing, using location-based keywords, and building a backlink strategy.
Along with well optimized content, these strategies will help your agency find potential customers in your area.
Importance of Google My Business (GMB)
Google My Business (now known as Google Business Profile) is a free tool that helps promote local businesses, including insurance companies. To sign up for a Google listing, sign into your Google Account and then create your profile. Enter the name and details of your business and choose the business category. If you have a physical office, enter the location and service area.
You can even create a website based on your Google Business Profile. You can also optimize your listing by including keywords and phrases to help rank your agency higher on Google.
As more people in your area discover your agency, you will see reviews and testimonials posted to your profile. Manage these reviews to continue to build trust and credibility in your local community.
You can also use the Google Business Profile tools and features to expand your online presence.
Geo-Targeting: What Is It and How It Works
Geo-targeting means creating content, ads, and promotions for users in specific locations. This means you can choose different content based on geographic locations. The insurance industry often uses this strategy to advertise to local prospects.
When people respond to your ads and content, you can use their feedback to tailor your marketing strategy even further. Geo-targeting techniques also give you access to customer behavior data. This will help you predict how they might respond to your personalized content.
To implement geo-targeting in your agency, you must create unique campaigns for each chosen location. Track where your biggest stream of traffic comes from and target that area. Don’t forget to include keywords in your content and use location-based images to appeal to your ideal market.
Optimizing Website for Local Searches
In addition to using local SEO and geo-targeting for online advertising, you should also optimize your website to cater to local searches. Use location-based keywords and content on all your website pages and when describing your insurance products.
You must optimize your website to be mobile-friendly. Most online searches take place on mobile devices, so you must ensure that potential customers can navigate your site on the go.
When optimizing your website, you must use a local backlink strategy to improve your agency’s visibility.
Citations also form part of the optimization process. When an authoritative website cites yours, it instantly improves your agency’s credibility.
Engaging in Local Community Online
You can reach even more people in your local community when you build partnerships with local bloggers and social media influencers. Choose individuals that align with your agency’s values. Make time for to participate in local forums and join social groups where agents can discuss the impact and need for insurance.
You can even showcase local events and influencer collaborations on your website. The more involved you become with other voices in the community, the easier it is to draw a local audience.
Utilizing Location-Based Paid Ad Strategies
To enhance your local SEO strategies, you can also build and implement geofencing marketing campaigns. This innovative marketing trend means you can set virtual boundaries in a location that tracks when someone with a phone crosses them. When this happens, the person will receive a personalized advertisement from your agency on their phone.
If you use geofencing marketing, target a relevant local audience so you don’t spam people. You should also measure your ROI for these local campaigns to determine how well your strategy works.
The Importance of Reviews and Testimonials
All of these marketing strategies can lead to an increase in customer reviews. Encourage satisfied customers to leave a review on your Google profile or social media. Whenever a bad review pops up, you should deal with it swiftly and professionally.
Don’t forget to incorporate glowing testimonials on your website and marketing materials. Social proof is a powerful tool that can convert leads into paying clients.
As you can see, geo-targeting, geofencing, and local SEO strategies are crucial in building and growing effective marketing campaigns. A localized approach from your agency will ensure you can take advantage of potential leads and clients right in your own backyard.
If you want to experience the effect of local marketing for yourself but don’t know how to get started, contact Jenesis for personalized local SEO guidance. Or, request a JenesisWeb demo today.