Insurance agencies can utilize geo-targeting to reach local customers more effectively. Use these tips to develop a geo-targeting strategy for your agency.
Geo-targeting, also referred to as “location-based marketing,” can help insurance agencies narrow their focus down to local leads. While it is typically used by national insurance companies and large multi-state agencies, it also makes sense for state-specific agencies to cast a more targeted net. State-specific insurance agencies may experience a greater ROI (Return on Investment) from a more concentrated approach. These tips will help you reach potential customers locally by going after low-hanging fruit that could be juicer than you think.
- Localize your marketing collateral. Send email blasts tailored to Florida customers if you have a promotion going on that’s only available to those in the Sunshine State. Try including the city/state in the email subject line or in the headline, to call the readers’ attention to the fact that this information is relevant to them as a Florida resident. Not only does this provide locality, but it also provides a sense of exclusivity.
- Get added to local directories or participate in localized social media platforms. Consider submitting your agency’s business listing to directories, like Yelp. You can also participate within location-based social networking websites, such as Foursquare, which helps users locate what they need in their area.
- Customize your ads to your target audience. If you advertise on Facebook, you can target a specific location in the ad copy (such as Boston), and then decide to whom your ads will be shown based on demographics, location, interests, and several other options within the channel.
- Utilize press releases geared toward local media. Has your agency accomplished something newsworthy recently? If so, consider writing a press release with a local angle and send it out via an online distribution service (e.g., PRWeb). Write a release about your insurance agency creating new jobs for employees in Seattle, or how it partnered with a local charity to raise money after a national disaster. Then, when sending the release via the distribution service, select which states or specific cities you’d like to target.
- Have a mobile strategy. How does your agency’s website appear on a mobile device? And how easy is it for users to find what they’re looking for quickly (such as getting a real-time auto insurance quote). Also, consider adding buttons to your website’s homepage, such as “Click to Call,” which allows customers on-the-go to call your agency for a quote with just one simple click.
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