Life insurance can be a challenging product to sell. As such, it requires an empathetic, informational approach that provides real value to people. Building trust is a necessary part of life insurance marketing (and really any marketing effort).

Luckily, there are creative marketing techniques you can use to attract new life insurance clients on your next campaign.

Find more leads and drive policy renewals with expert marketing advice and all the tools you need, all in one place.

6 Life Insurance Marketing Ideas‌

Life Insurance Marketing Ideas - families like this one playing in a field together are why it's important to strike the right tone in your marketing
Life insurance is a sensitive topic, but there are ways to let people know you can help.

From search engine optimization (SEO) to email lists, there are multiple ways you can make more people aware of your insurance business and present yourself as the best option. In this article we’ll explore six effective life insurance marketing ideas you can use starting today.

1. Invest in local SEO‌

SEO has always been important, and it’s constantly evolving. Recent changes to favor quality over quantity mean you’ll want to either touch up your existing SEO efforts and/or create new content accordingly.

Since your insurance business is probably targeted toward a state or locality within that state, local SEO is where you’ll want to invest a lot of effort. When someone does a “near me” Google search, you want to be at the top of those results.

A simple way to do that is by optimizing your directory listings. Fill out a business profile on every platform that will let you. Don’t just do it for Google, make a profile for sites like Bing and Yellow Pages too.

Having said that, your Google Business profile (GBP) profile is what will probably get you the most local customers. Optimizing it can help you rank for both local text search and voice search. Fill out every field you can, including: 

  • Full business name
  • Location, including address and service area
  • Operating hours
  • Contact information
  • Description of services
  • Photographs
  • Customer reviews

Reviews, on platforms like GBP, are a powerful business driver in and of themselves, and we’ll talk about that later in this article.

2. Revamp your website‌

This may seem out of place on a list of life insurance marketing ideas, but a good rule of thumb is to update your website every six months or so. If it’s been a while since you’ve made any changes, you could be missing opportunities to communicate with people.

Look over your layout and content. Is it easy to read? Easy to navigate? Does the person visiting your site know exactly who you are and what you do as soon as they arrive? If not, change it.

Optimize your website for mobile. It should be just as easy to read and navigate on a smartphone or tablet as on a desktop or laptop. Keep load times down so people can get the information they need quickly and don’t click away.

You can do that by: 

  • Using smaller file sizes for any images and video on your site
  • Leaving white space around text and breaking up the formatting into small chunks
  • Having large, clearly marked buttons for navigation and calls to action (CTAs)

SEO also comes into play here. The text on your website should use industry-appropriate keywords where they naturally fit in.

Backlinks to other pages on your site and to authoritative sources should be used where they make sense. Just don’t overdo it — nobody wants to scroll through paragraphs of hyperlinked text.

It doesn’t take much to give your site a clean, professional appearance. The right website builder will provide templates you can edit to create something striking without extensive coding knowledge.

3. Create an email marketing strategy‌

As far as life insurance marketing ideas go, this is one of the best. People’s inboxes are the best way to get seen today. They provide a direct line of communication to customers, and if you craft a compelling email, chances are they’ll open it.

If you don’t already have one, you’ll want to build an email list. It’s less difficult than it sounds, and people will give you their email with the proper incentive and transparency from you.

Say they visit your site for a quote on a policy. Collect their email so you can send it to them when it’s ready. You can add that email to your list and use it for further correspondence after you’ve delivered that quote — with the option to opt-out.

There are many ways you can use email marketing to your advantage, including: 

  • Delivering quotes
  • Answering questions and collecting feedback
  • Sending welcome emails or follow-ups
  • Sending newsletters with helpful content
  • Letting people know about promotions or new services

For example, say you want to host a virtual event answering common questions people have about life insurance that they’re too uncomfortable to ask. Let people know about it with a short email, and include a CTA button to register.

After it’s over, send an automated follow-up thanking them for attending with the option to provide feedback. All of these communications can easily be personalized, something more than one-third of people prefer.

4. Manage your online reviews‌

If you’re looking to buy something online, what’s the first thing you do? If you’re in the majority of the population, you look at customer reviews. It’s no different for people searching for a local business.

Once your GBP profile is filled out and looking great, encourage people to leave reviews. The more good reviews you have, the better it will look for you, and the more Google will prioritize your listing in local search.

Once people leave reviews, engage with them whether they’re good or bad. You can thank the people who left good reviews, and the bad ones may contain valid criticisms you can address. People are looking for business owners that actually engage with them, especially in an industry like insurance.

People who leave good reviews are also candidates for referral marketing. If they leave a glowing review on your Google profile, thank them and tell them you’re happy to help anyone they know who might need life insurance.

5. Consider PPC ads ‌

Pay per click (PPC) ads help you jump the line and get displayed at the top of relevant search results. Google and Facebook both offer PPC ads. Each has its pros and cons, but either can significantly expand your reach.

PPC ads charge you a set rate that you pay each time someone clicks your advertisement. Rates vary by industry and keyword, so if you choose to go this route, be sure you’re prepared to pay the cost and that the return on investment justifies the amount.

6. Market yourself on social media‌

This is where you can deliver content that provides value to people looking for answers about life insurance. Blog posts, explainer videos, questionnaires, infographics — the possibilities are vast.

Social media is a good place to establish your brand voice and meet people where they are. Speak to them as human beings, not marketing metrics. Answer their questions like you would if a friend came to you for information.

Social media is another touchpoint to engage with customers about their experience. If they’re dissatisfied, you can communicate with them to assess their concerns. You can also find out what they want to know from you with polls.

Consider building landing pages for people who find your business via social media. It could be as simple as a page that says who you are and what you do, then asks the visitor information about themselves so they can get a quote. Analytics data from that page can show you what percentage of people are coming from your social media channels.

Getting your name out there‌

Marketing life insurance is challenging but not impossible. With these life insurance marketing ideas, you can put together a professional appearance, create something of value, and engage authentically — making it possible to give people a great experience while being sensitive to their concerns.

Looking for more marketing advice? Check out the Constant Contact blog and handy downloadable marketing guide.