Context on content: how competition can happen in digital marketing

The Internet is an ever expanding market. Nevertheless, it is full of websites and brands competing for a consumer’s attention. This is why increasing brand awareness online can be difficult.

There are two strategies that can help even the smallest insurance agencies build brand awareness … Search Engine Marketing (SEM) and Search engine optimization (SEO). You might think that they are the same. They are not but we will meet later.

The practice of search engine marketing is not new. However, The landscape has changed In the last decade.

Insurance industry arose $ 630 billion in 2019. The largest companies in the insurance industry now take full advantage of practices such as pay-per-click advertising (PPC), search engine optimization, and social media advertising. As a result, being on the first page of search results has become more complex. This is particularly for insurance agencies with limited marketing budgets.

Google’s first page is a battleground. This is a battle for expensive keywords and well-positioned marketing campaigns. It is necessary to understand the facts before we plan your fight.

Search engine advertising in the modern era

In 2020Over $ 55 billion was spent on search advertising in the United States. According to the same Statista report, advertising spending in the United States is expected to grow at 7.2% and reach more than 66 million in 2021.

Again, although social media advertising is not new, it has evolved. Better localization capabilities and audience targeting are now available on social media platforms. As a result, we have seen an explosion in adoption as companies shift marketing budgets on social media.

The cost of advertising on Facebook has also increased. According to forbes, Prices are up 90% year-over-year. The insurance industry is feeling that there is growth. Finance and insurance industry Facebook has one of the highest cost-per-click (CPC) prices at $ 3.77.

this is too much. Although many experts expect these costs to be excluded, Facebook knows the value proposition of their offer. In 2020, Has more than 1.69 billion Facebook users. Seventy four percent Facebook users have higher incomes. Ninety million Small businesses use Facebook.

The benefits outweigh the costs.

Keyword reference is valuable

There are two things you can take from development and rising costs to advertise with search engines and social media.

1: PPC is valuable

Businesses move to PPC for one simple reason. return on investment. Here are some key metrics that show potential returns for investing in SEM and social media advertising.

  • According to google, “For every $ 1 spent on Google ads, businesses earn an average income of $ 2.”
  • PPC ads are one of the top three generators of on-page conversions. (Formstack)
  • Sixty five percent The purchase of clicks made by users who intend to visit paid advertisements.
  • Overall Facebook ad impressions increased by 37 percent in 2019. (Sprout social)

2: theme makes you stand out

You must be asking yourself how you can compete on buying PPC and keywords. Answer is reference. To help you better understand what I mean Context, Let me provide some, well, references first.

In simple words, a relevant keyword is a more specific keyword. One that your carefully determined audience is searching for.

For example, what happens here when I search vehicle insurance In Google:

As you can see, State Farm, Progressive and GEICO are the top ad slots for this keyword. He paid a lot of money to try and maintain a presence in this advertising space. It is not expensive for small insurance agencies to try and compete for these generic insurance keywords.

Let’s switch it up.

What if instead, I put in the keyword phrase Which is the best independent insurance agency I have ??

Yes, Progressive and some large insurance providers still appear highly in the advertising section. However, local agencies did so.

This is a classic example of the location you want to target with your advertising budget. It also demonstrates how a little added context to your keywords can make an impact.

Want to know more about bidding on Google keywords? Watch this free Masters of Marketing webinar: Google Advertising: Keywords and Bidding Tips.

Be specific and be local

Here is a great example of being creative with PPC ads on social media and search engines.

One company I worked for before relied too much on conventions to motivate buyers. However, the competitors were in a similar position. We knew that many attendees would be on their phones during the three-day conference. It was inevitable. They will browse social media and share their experiences. We also knew that they would be relying on their phones to get directions, find restaurants, and entertain during downtime. Search engines are perfect for that type of stuff.

We decided to localize ads within a 10-mile radius on social media and search engines during the contestant’s conference period. As a result, we saw a significant increase in traffic to our website during this period.

Strategy and creativity win the day! Rule of thumb to win the reference fight: Get local and think specific!

If you want to know more about geotergetting, check out these free resources:

There are many additional features offered by Facebook that can help you make the most of your Facebook advertising budget. Facebook has tools to help you.

Facebook advertising schemes for small businesses

Facebook understands that small business needs to be able to compete. They also understand that not everyone is a digital marketer.

They want “Exclude guess from Facebook ads So they created an independent, powerful solution to help small businesses and their marketing teams. With him Facebook for business personal advertising tool, Anyone can get help creating an advertising plan. All it takes is to answer a few quizzes, and the tool will provide you with what you need to get started.

Development without hitting your budget

SEM should lay the foundation of every marketing budget. But don’t forget about SEO! You should actually have a healthy mix of around 30 percent SEM and 70 percent SEO.

If you are willing to do the work yourself, this is the great part about SEO. It takes time, patience and consistency to see positive benefits from SEO. But, a consistent focus on content creation, review generation, and Google My Business refinement is a great way to increase your agency’s online brand awareness!

To know about SEO check out these free resources:

SEO is no different from SEM when it comes to keyword selection. Context is the key.

Use Google Analytics to determine which keywords are working best or not working at all. Make them more specific and gauge your results from there.

The landscape of search engine marketing has changed. With a marketing strategy focused around context, not just content, you can develop your agency brand online.

ITC helps insurance agencies drive leads and power growth with their digital marketing. If you want to know more about ITC’s agency marketing services, visit GetITC.com today.

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