Content Diversity in Online Marketing

For any business, the prospect of online marketing may be met with a bit of scepticism or cynicism. Those responsible for making business decisions will ask ‘is it worth it’ and ‘what is the ROI?’ Such questions have to be asked; after all, you need to do your research. However, nowadays it’s not so much a question of, ‘are you going to market your business online?’ It’s more a question of ‘why aren’t you marketing your business online?’

According to the Internet Advertising Bureau, Internet advertising in the UK has seen huge growth, 14.4% year-on-year between 2007 and 2011. The amount spent has risen from £4.78 billion in 2011, to exceed £5 billion in 2012. With the proliferation of mobile Internet devices and faster Internet speeds, it doesn’t look as if online marketing shows any sign of fading too soon; which is great news for any online centred business. 

Horses For Courses

Take us at insurance2go for example.  We sell mobile phone insurance policies online, and therefore it’s crucial for us to be seen on the web – that’s why we invest in Internet marketing. And so if you have an online business, you should too.

Now, the type of online marketing channel you choose really depends on your business, as well as the budget at your disposal. The number of insurance policies sold online (across all sectors) is highly likely to have increased over the past 10 – 15 years, and with it now being easier than ever before to purchase these online, it’s a no-brainer to centre your efforts here.

Whether you’re selling more traditional insurance policies online, or you’re venturing into mobile phone or gadget insurance policies, here’s our short guide on some of the methods and best practices to help you along the way.

Display Advertising 

These are the adverts you see when you’re looking around on the Internet. Display advertising can take many forms, such as web banners. The beauty of this type of advertising is that it includes all types of media, such as pictures, videos, audio, the lot. The downside is that it is expensive, so you need to have a fairly large budget at your disposal. ROI is calculated based on Click through Rate (CTR) – the more people click on your ad, the more web traffic you get.  

Classified Advertising 

If you’re looking to have your name amongst other insurers, be sure to get advertising in the classifieds. Whilst these are traditionally bound to newspapers and other periodicals, you can find classified adverts online too. is a popular site for example. They’re not very creative, but certainly essential to stand side-by-side with your competitors.   

Paid for Search (PPC) 

When you perform a search online, you’ll no doubt use Google or Bing. Well both search engines have ‘paid for’ results, as well as organic results. The paid for search results can either be managed by yourself or by an agency. The idea is that your advert appears when certain keywords are searched for, e.g. “mobile phone insurance”. This is an ideal way of increasing traffic to your site as well as conversions. Again, you need to have the budget, but you can set the amount you spend. ROI is easy to identify – as every click and conversion is counted.  

Search Engine Optimisation (SEO) 

These are the organic results we were referring to earlier. When someone performs a search for your keywords, e.g. “iPhone Insurance”, where does your site appear? By investing in SEO, you’ll potentially climb the rankings and gain much more traffic as a result. Be warned, ensure that you use a purely ethical agency that only uses white hat techniques – otherwise your site may well receive a penalty and you could find yourself hidden from the search engines. 

Social Media 

It goes without saying that Social Media (sites like Facebook and Twitter) has transformed the way we consume content online. For any insurance company, be sure to get yourself a social profile and start building up a loyal community of followers. By adding competitions, perhaps a discounted policy or cash back for a particular mobile phone insurance policy, you’ll encourage more people to follow you online. Keep sharing fun, informative, engaging and entertaining updates and content. It’s free and very effective.    

Content Marketing 

The new kid on the block in terms of online marketing, content is now seen as an integral way of growing your reach, by creating quality content that people will want to read and share. One aspect of this is your own website; do you have a blog with lots of sharable content? If not, start doing it.

The other aspect is to create content on other sites, for new customers to come across and convert. The types of content to consider for your gadget insurance website could include, how-to guides, money saving tips, product reviews and so on.

These are just some of the fundamental ways in which you can market your mobile phone insurance website. If you have any more, please feel free to share your thoughts in the comments section below.

This Guest Post was written by Insurance2go, a leading online provider of mobile phone insurance.