According to Invoca, 69% of insurance consumers used an online search engine to assess their options before making an appointment, highlighting that a strong online presence is more important than ever for insurance companies.  

With the rise of online search and social media, customers are increasingly turning to digital channels to research insurance options, compare the market and make purchase decisions. If insurers are to stand out from the competition, a well-executed digital marketing strategy could be critical, helping to raise brand awareness, attract new customers, and retain existing ones.  

Tailor your digital marketing strategy to the insurance industry

While the core principles of digital marketing are applicable across industries, insurance companies have unique needs and challenges that require tailored marketing strategies.  

One of the key challenges for insurance companies is building trust with potential customers who may have reservations about buying insurance online. A digital marketing strategy that focuses on these unique needs and challenges can help overcome these barriers and build trust with potential clients. So what steps could insurance firms take to create a successful digital marketing campaign? 

1. Building trust through education

Insurance can be a complex and confusing topic for many customers, and insurance companies have an opportunity to educate customers and build trust through content marketing. By creating informative blog posts, videos, and other content, insurance companies can provide customers with valuable information about different types of insurance, coverage options, and claims processes. This can help customers make more informed decisions and feel confident that they are getting the coverage they need. 

2. Be transparent and personalise your approach

Customers want to feel like they are getting personalised service and that their needs are being understood. Insurance companies can achieve this by providing transparent pricing, personalised quotes, and tailored coverage options. Digital marketing strategies can help insurance companies showcase their personalised approach, for example, by using targeted email marketing to offer specific discounts or promotions based on the customer’s location or life stage. 

3. Engaging with customers through social media

Social media can be an effective tool for insurance companies to engage with customers and build a community. Insurance companies can use social media platforms to share informative content, answer customer questions, and showcase their brand values. By actively engaging with customers on social media, insurance companies can build stronger relationships and increase brand loyalty. 

Choosing the right digital marketing channels for insurance companies

Insurance companies have a variety of digital marketing channels to choose from, including social media, email marketing, search engine optimisation (SEO), pay-per-click advertising (PPC), and content marketing. To determine the right channels to use, insurance companies need to understand their target audience and their buying journey. For example, it’s often assumed that older customers don’t use social media, but there is a significant audience of customers aged 50+ that use platforms such as Facebook.  

Optimising for search engines

Search engine optimization (SEO) is an important component of any digital marketing strategy. Insurance companies can use SEO techniques to ensure that their website ranks highly in search engine results pages (SERPs) for relevant keywords. By optimising their website content, meta tags, and backlinks, insurance companies can increase their visibility and attract more organic traffic to their website. 

Using PPC advertising to target specific demographics

Pay-per-click advertising (PPC) can be a cost-effective way for insurance companies to reach specific demographics with targeted messaging. Insurance companies can use PPC advertising to promote specific products or services to customers who are actively searching for insurance options. By setting a budget and bid price for each click, insurance companies can manage their advertising costs and track the effectiveness of their campaigns. 

Bring in the digital marketing experts

A well-executed digital marketing strategy can help insurance companies stand out in a crowded market and build strong relationships with customers. Whilst this can seem like a daunting task, full-service communications agencies such as Rostrum can help insurance companies create a full digital marketing strategy and plan which will take them to the next level. 

By tailoring their strategies to the unique needs and challenges of the insurance industry, insurance companies can build trust, provide transparency, and engage with customers through a variety of digital channels. By measuring and analysing their results, insurance companies can continuously improve their strategies and stay ahead of the competition. 

To find out how Rostrum can help with digital marketing support for your organisation, email Sophie Placido at, or contact us and we will be in touch. 

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