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How insurance companies can compete against aggregate websites

Written by Jenni Hill: Communications Manager.
· 4 minute read

The insurance industry has always been a competitive market, with companies battling it out to attract the attention of their ideal customer.

Following the rise of insurance aggregate sites such as Compare The Market and Go Compare, competition has only increased further. If your insurance products aren’t on any comparison sites, it may feel as though you’re invisible and unable to compete.

The good news is that all hope is not lost and with a few clever marketing tricks, it’s possible to get seen and grab the attention of potential customers.

Embrace email marketing

If you’re looking for a way to strengthen existing relationships with customers and convert potential customers into loyal fans of your brand, email marketing is a great way to do just that. Once someone’s given you their email address, you can get to work converting them into a customer.

Perhaps the most effective way to make the most of email marketing is through specialist funnels designed to increase conversions. At the start of your email marketing campaign, have a think about the different types of customer you might have. As an insurer, on the one hand you might have a strong customer base of renters and homeowners looking for home insurance and on the other hand, you may have drivers looking for car insurance. Targeting all your different customers with the same email content won’t be as effective as segmenting your list and creating specific content with each audience in mind. One of the easiest way to segment your audience is to add different forms to different types of website content. So if you have one blog post listing 5 ways to improve security at home and another sharing the various things to take into account when looking for car insurance. the sign-up form on each of these pages should go to different places.

If you’re short on time and resources, implementing a thorough strategy might seem daunting. If this is the case, simply keep your mailing list engaged with regular updates and offers until you’re able to invest in a more strategic approach to email marketing.

A step ahead with SEO

One of the most challenging aspects of competing with aggregate websites is that they’re incredibly difficult to overtake in the search engines. Chances are, they’ll dominate most of the first page for the most popular terms in your industry.

If this is the case for you, it may be worth capitalising on the popularity of voice search and local search. By doing so, you can often target longer tailed keywords and make the most of users who are ready to make a purchase as opposed to those who are in the early stages of researching a problem.

Tap into the power of PPC

Since organic search is tough to tackle when competing against insurance websites that compare multiple providers, PPC could provide you with a necessary lifeline. Combining PPC and SEO can help you maximise your viability and get in front of your audience. PPC does of course require you to put your money where your mouth is and pay for those who click your links, but if your campaigns use keywords relevant to your product/service; you add negative keywords to prevent unwanted traffic and users; and you write strong ad text that speaks to your audience’s search terms and intent, you can make the process more cost effective.