A Beginners Guide to Digital Marketing for Insurance Agents & Brokers


For a long time, independent insurance agents have been able to rely on traditional marketing tactics to grow their agency. But the industry is changing. Younger prospects need convincing to seek out an agent over the more heavily advertised direct insurance solutions. When it comes to attracting new prospects, digital marketing isn’t just an option… it’s a necessity.

A strong digital marketing strategy will build stronger, longer-lasting relationships with clients and prospects alike. An easy-to-use website, email newsletter, social media presence, and a content library will engage your prospects and customers while providing real value.

We know that embracing digital marketing is no small feat. At the end of the day, you’re an insurance expert… not a marketing expert. Your skills are centered around understanding your clients’ needs – not in running a Facebook page.

Whether you’ve tried to go digital before without success, or have been waiting for the push to get started, this beginners guide will provide the information you need to launch your digital marketing strategy for your insurance agency.

Getting started with digital marketing

The three main categories agents need to focus on for their digital marketing strategy are:

  • Website
  • Email
  • Social media

Keep reading to understand why insurance agents and brokers need to invest in these aspects of digital marketing, how you can get started, and some additional resources to help you become an expert.

Insurance agent websites

There’s no question about it, a good website is absolutely necessary. Your website operates as your digital business card. It helps people find you online, provides proof of value to a new prospect, and helps clients stay engaged. In fact, researchers have found that 70 – 80% of modern consumers research a company online before visiting them or making a purchase. If a potential client can’t find you online, you’re missing out on business.

If you don’t have a website—or it’s not helping you grow—you need to ensure it includes the following five aspects:

  1. Clear branding. Your website needs to show what sets your firm apart from all the others. This starts with a logo but is much more than that. It’s the imagery you choose, your language, how you showcase your team.
  2. An about page. Make sure it’s easy for a visitor to find information about your background and the history of your firm. Use this to sell yourself, convince a visitor that you’re the firm for them, and show off what sets you apart.
  3. Contact information. Make sure all the information is up to date and offers your preferred contact methods, including email, phone number, and address.
  4. Content. Blogs, whitepapers, webinars, and videos that showcase your expertise and the value you can offer.
  5. Up-to-date and mobile friendly. 57% of users say they won’t recommend a business with a poorly designed mobile site. Don’t let your site fall into this camp.

Insurance agent email tools

Regular emails should be a top priority for your digital marketing strategy. Email has some of the highest ROI of any marketing medium, even with the introduction of more high-tech tools. You can send newsletters, one-off announceents, campaign sequences, and more.  

Successful email campaigns are personal, consistent, and provide value. Try these tips to send emails that convert:

  1. Use segmented lists. When you upload your contact list, make sure you set up different groups for prospects and clients. You can go even further and segment it by interest or demographic. Taking the time to send personal emails is very valuable, as 78% of prospects said personally relevant content from their agents increases their intent to engage.
  2. Send a regular email newsletter. Monthly is a good start, but you can move up to monthly or even weekly if you have enough content. This is to keep your clients and prospects up to date on the latest news about both your firm and the industry.
  3. Use automated campaigns. Remembering to send emails for every birthday or every referral request can get difficult. Automated email keeps your marketing running in the background when you’re too busy working with clients.

Insurance agent social media tools

Automated Email Marketing Campaigns - FMG Suite

If you’re doubting whether your agency really needs to be on social media, how about this: Ninety percent of marketers say their social marketing efforts have increased exposure for their business.

In terms of which platforms to try, LinkedIn is a great choice for agents and brokers, but its highly likely your audience is gathering on Twitter, Facebook, and even Instagram. If you’re new to social media, try these strategies to get started:

  1. Complete your profiles. Just like your website, your profiles need to be personal, convincing, and high quality. Verify that your contact info is correct, and be sure to use a high-quality image for your profile and cover images and take time to fill out all the available fields.
  2. Post consistently. Try starting out once per week, but it’s great to build up to two to three times a week, or even daily if you have a large audience or good content to share. Safety checklists, ebooks, and informative content are all important but don’t forget to share fun updates about the people on your team and involvement with your community.
  3. Build your audience. First, don’t get too hung up on the number of followers, because the quality of the content is more important than your follower count. Make sure you’re reaching your relevant audience, invite all your contacts from your work and your relevant personal communities, like neighbors and former classmates. Try sending out an email blast promoting your new social profiles.
  4. Stay engaged. If people are commenting, liking, or sending messages to your page, don’t let them sit there in silence. Be sure to respond to comments, start conversations, ask questions, and overall, remember that this platform is meant to be social!