Sure-fire insurance broker marketing strategies for 2025

The future of insurance is unwavering digital. Insurance brokers are adapting to the needs of a younger customer base by taking their offers online and investing in digital marketing strategies.

Modern insurance brokers today entice customers into buying their policies online by streamlining the process and improving their visibility through smart and effective marketing. The marketing world is also evolving fast, and strategies that were once the top choice may not be as effective in 2025.

In this blog post, we’ll dive deep into the top insurance broker marketing strategies, breaking down why you should be focusing on each strategy and how to implement them properly.

Top marketing tactics for insurance brokers in 2025

The insurance brokerage industry is thriving, but competition is still fierce. What is your brokerage doing to attract new customers and outperform your competitors?

Let’s take a look at the tried and tested modern marketing tactics for any insurance brokerage that desires to grow and expand its client base. 

1. Optimize your website

You’ll build the majority of your most important marketing tactics around your website. Having an online presence for your insurance brokerage has become nonnegotiable in recent years. Your website is the central hub that will inform potential clients about your business and convince them to buy a policy.

You could be the most reliable insurance broker or agent on the planet with decades of experience behind you, but if your website doesn’t look professional or functions poorly, no one will trust you with their business. Like it or not, the credibility of your business is tied to the first impression your business makes — one that’s commonly made online and through your website.

Here are some of the most important website factors that need to be optimized if you’re serious about converting visitors in 2025 and beyond.

• Speed: Visitors hate slow websites. Most experts recommend that your website loads in 2 seconds or less. Otherwise, visitors are likely to leave.
• Security: Have you implemented HTTPS on your website yet? If not, you should. It’s one of the first things that visitors look at to see if your website is secure. In this day and age, cyberattacks are constantly on the rise, and protecting the data of your business and its clients is absolutely imperative.
• Responsiveness: According to a 2024 study, mobile devices generated almost 63.5% of global website traffic — a number that continues to rise every year. This is why it’s important to make sure that your website features responsive design, meaning that the design and appearance of your website change dynamically based on the screen size and orientation of the device being used to view it.
• Clear language: As we’ve already mentioned, Baby Boomers are no longer the only people buying business insurance today. Your website’s messaging should align with how Millennials and Gen-Z business owners prefer to be addressed and informed. Keep it simple and clear.
• Interaction: Try to make it as easy as possible for potential policy buyers to get in contact with you. Make sure that your contact information is conveniently located on your website and, better yet, install a live chat feature that will enable you to field their questions in real time.

2. Implement search engine optimization (SEO)

Once you’ve built a website, you’re on the right track. However, simply having a website isn’t enough. It won’t matter how good your website looks if no one sees it. This is where SEO comes in. 

The majority of all online interactions start with a search engine, with Google accounting for more than 90% of those searches. You can use SEO to push your website to the top of the results page for the search terms or “keywords” that are most important to you.

For example, if your brokerage is based in Chicago and specializes in insurance for restaurants, your top SEO goal should be to appear at the top of the page when someone enters “restaurant insurance Chicago” into Google. On the other hand, if your brokerage specializes in cyber liability insurance, you should shoot for keywords related to cybersecurity threats and protection.

SEO is a highly meticulous and challenging marketing strategy, especially since Google constantly changes its algorithms, which determine what factors the search engine considers when ranking websites.

That said, the end result is worth the immense effort and investment. In many cases, your company is better off outsourcing to a professional agency unless you have the budget to hire a dedicated, in-house SEO team.

SEO is a long-term strategy with the primary goals of building brand awareness and credibility and, ultimately, converting website builders into policyholders.

3. Leverage content marketing

One of the best ways to improve your SEO and build confidence in your business is to demonstrate your insurance expertise through strong content marketing efforts. Most people equate content marketing with blogging, but in reality, there are many more pieces to the puzzle.

The basis of content marketing is creating and distributing valuable and relevant content to your visitors and potential clients. This can be done through a variety of different channels, such as:

• Blog posts
• Case studies
• Newsletters
• Videos
• Social media posts
• Podcasts

Having quality content helps you attract, convert, and retain clients by demonstrating that your brokerage understands the insurance industry and can help them find the coverage they need.

With content marketing, your website is no longer just a commercial page that aims to sell insurance policies. High-quality content can transform your website into a valuable insurance resource that educates business owners who want to learn more about insurance and better understand why they need it.

4. Create video explainers

While creating digital videos falls under the umbrella of content marketing, it’s one type of content that should be stressed if you’re looking to attract new customers in 2025.

According to a recent survey performed by Hubspot, more than 90% of marketers incorporate video into their marketing strategy.

Consumers are spending up to 17 hours per week watching videos online, making video content a crucial aspect of any insurance broker’s marketing strategy.

Reading blog posts or written content about complex topics such as insurance can be difficult, which is why nearly 90% of marketers see an increase in leads after investing in video content.

Explainer videos should be short and sweet, providing as much information as possible while remaining digestible for consumers. Create videos that break down complex insurance topics and frequently asked questions (FAQ) into understandable terms.

5. Highlight positive client experiences

No matter what industry you are in, online reviews and recommendations are incredibly important to your overall marketing strategy. No amount of self-praise on your website is going to help you build a good reputation if your clients are saying otherwise.

You can think of online reviews as social proof of the quality of your products. 

According to consumer research performed by Bright Local, 41% of consumers check three or more sites for reviews before making a purchase.

In the insurance industry, the Net Promoter Score (NPS) is an important metric for measuring client satisfaction. The NPS measures the quality of a business’s service based on whether clients would recommend the company.

You calculate the NPS by subtracting the percentage of clients who responded with a 6 or lower (on a scale of 1-10) from those who responded with a 9 or 10.

For example, if 20% of your clients responded with a number between 1 and 6, 60% responded with a 9 or 10, and 20% responded with 7 or 8. Your NPS would be 40%.

The general NPS of the insurance industry is frankly pretty terrible. A 2022 study on the insurance industry showed that across all insurance niches, average NPS scores did not surpass 40%.

This is all the more reason to highlight customers who enjoyed doing business with your brokerage. 

Here are two marketing ideas for maximizing the effect positive customer reviews have on your business:

• Reputation management software: Encourages clients to leave feedback after working with you and makes it incredibly easy for them to do so.
• Client success stories: Get your brokers or agents to contact clients who had great experiences with your brokerage and ask them to participate in a client success story. When putting together a customer story, businesses usually ask their satisfied clients to talk briefly about their experience with your business in order to turn the conversation into a promotional story, blog post, or even a video testimonial.

6. Forge partnerships

Another great way to boost your insurance brokerage brand is to partner with other established brands. This strategy, also referred to as co-marketing, can help cast a wider net by joining forces with other organizations. Teaming up with other businesses can give you access to different promotional channels, widening your audience and increasing brand awareness.

As you might expect, partnership marketing works best if the organizations you are working with have some crossover with the insurance industry. This could include healthcare providers, real-estate agencies, tech companies, and auto dealers.

There are quite a few different ways that you can go about partnership marketing. Here are a few of the top methods:

• Affiliate marketing: A partner brand in a similar niche will promote your brand in exchange for financial incentives. For example, a cybersecurity firm could promote your brokerage’s cyber liability policy to their clients. You’ll then pay them a commission for every policy they sell.
• Content cooperation: Content exchanges are another great way to promote your brand and paint yourself as an expert in your field. This could include writing articles as an expert guest on an industry-relevant blog or being featured on a social media post.
• Bundling products: This approach can also take many forms, including discounts, giveaways, and other types of promotions in which you offer your products and the products of a partner to consumers as an attractive package deal.
• Referral programs: In this approach, you partner directly with customers. You’ll offer current customers incentives such as cash rewards, discounts, or gift cards in exchange for recommending your products to other buyers.

7. Email marketing

While many of the above marketing strategies focus on obtaining new customers, it is also important to retain your current customers and convince them to renew their insurance policies. Insurance is a fairly difficult customer cycle to manage. You’re not selling a product once to complete the cycle, nor are you charging the customer a subscription-based service on a weekly or monthly basis.

One of the best ways to achieve this is through calculated and well-thought-out email marketing campaigns. Email marketing allows you to strengthen your brand and stay connected with your clients even when you don’t need them to make another purchase.

When planning an email marketing campaign, you should find the balance between remaining top-of-mind when it’s time for clients to renew their policies and being downright annoying.

Most importantly, avoid sending emails for no particular reason. Put together a strong email content plan that will provide engaging, targeted content that your clients will appreciate and that will help educate them about insurance and how various types of policies can help their businesses thrive.

8. Organize webinars with SMEs

The insurance brokerage industry is relatively complex and has many nuances. In fact, each insurance policy functions in a different way. This can make the insurance industry difficult to navigate for insurance professionals, let alone businesses looking to purchase policies. In order to position your brokerage as an expert in the industry, we recommend hosting webinars or even in-person seminars, bringing on industry professionals and subject matter experts (SMEs) as speakers.

Doing so can help your potential clients better understand the industry and build trust with your audience as you display your expertise. Webinars can serve as a long-term marketing channel because the recordings of the event will become a resource for other insurance professionals and businesses looking to learn more about insurance.

There are countless different SMEs you can bring on for a webinar, depending on your specific niche. 

• Risk assessors
• Legal advisors
• Cybersecurity professionals
• Financial advisors
• Startup founders
• HR consultants
• Underwriters

9. Use paid ad campaigns

Most businesses prefer to invest in organic marketing, such as SEO, email marketing, and partnership marketing. However, if done correctly, placing paid ads is an effective way to expand your audience. 

Organic marketing can be just as effective as paid ad campaigns, if not more so. However, it takes much more time to produce results with organic methods. (For example, it can take between 4 and 12 months for brokers to see results from SEO.) So, for many brokers, the money spent on paid ads is well worth it.

Here are a few of the different types of paid ads you can use as an insurance broker:

• Google ads: Similar to standard SEO, marketers use keyword-based search ads to appear at the top of search engine results when potential clients make specific searches, such as “general liability insurance.”
• Social media ads: You can also use popular social media platforms such as Instagram, Facebook, and LinkedIn to market your policies to clients.
• Display ads: Another marketing method would be to sign up for advertising agencies and pay them to display ads for your brokerage on various websites in their network.
• Video advertisements: The most expensive and involved paid ad channel is to create video ads and distribute them through YouTube, social media, or even TV.

10. Maintain a strong social media presence

While it’s certainly not a huge source of leads for insurance brokers, being active on social media can be a good way to build your brand and establish yourself as a trusted insurer. A strong social media presence will also keep your business top-of-mind for potential clients that are in the market for a new policy. 

In recent years, social media has become increasingly important as a marketing resource for almost every industry, including insurance brokers. Additionally, maintaining a social media presence can make the renewal process more fluid and go a long way toward your efforts of retaining existing policyholders.

The most effective social media platforms for marketing in the insurance industry are Facebook, LinkedIn, Instagram, and X (formerly Twitter).

In 2024, more than 5 billion people used social media, so there is no question that remaining active on social media can help broaden your reach.

Tips for creating an effective insurance broker marketing strategy

As you can see, there are many different ways to market your brokerage. However, knowing the best strategies is one thing; effectively applying them is a whole different ball game. Here are a few tips for creating your marketing plan.

Understand your target audience

Depending on the type of insurance you sell, your target demographic can vary. For example, if your company primarily sells cyber insurance, you’ll market to tech companies and business owners that are at a greater risk of cyberattacks. On the other hand, if your brokerage sells health insurance, you’ll market to a much larger group of people.

Regularly review and optimize your strategy

Creating a marketing strategy for your insurance company is an ongoing process. You’ll have to adapt your plan based on both the performance of your current marketing campaigns and any changes in the market.

For example, if you notice a Google ads campaign is resulting in fewer leads than expected, you may consider targeting different keywords or even shifting focus to a marketing channel with a better ROI.

Highlight your brokerage’s unique value proposition

Competition in the insurance brokerage industry is fierce, and without something to make you stand out, your marketing efforts may be drowned out by the crowd. Your unique value proposition should combine the following:

• What your company does well
• What your customer base needs
• What your competition does well

Create an organized marketing blueprint

It’s important to stay organized as you plan for and carry out your marketing strategies. You should set goals for what you want to achieve with your efforts and create a blueprint for how you plan to actually achieve those goals. 

Delegate marketing tasks to your team, outsource specific work to marketing professionals, and use marketing software to clearly structure your marketing efforts.

Marketing obstacles insurance brokers face

Being an insurance broker certainly isn’t what it used to be. The profession used to be more hands-on, with most brokers acquiring new clients through word-of-mouth. If you needed to buy business insurance, you’d probably ask a business associate for a recommendation. However, the brokerage landscape has drastically changed. Here are a few obstacles that many brokers face when marketing their products.

Reliance on organic marketing alone

One of the biggest hurdles that insurance brokerages need to overcome is the reliance on old marketing methods such as word-of-mouth recommendations, phone calls, and in-person meetings.

Recommendations are still important to today’s consumers, but they don’t carry as much weight as they used to. Nowadays, business owners can research and compare insurance brokers online, making it much easier to make an informed decision.

Modern insurance brokers and agents need to invest in their digital footprint and create a strong online presence. Otherwise, potential customers will simply never find their services.

Lack of trust

In 2017, a report found that 43% of U.S. adults do not trust insurance companies. This puts insurance brokers at a disadvantage in terms of marketing right off the bat. This means that you’ll have to put in some extra effort to prove to clients that you can be trusted and have your client’s best interests in mind.

Transparency is the best way to earn the trust of today’s buyers. While it’s important to make it easier for your clients to purchase insurance, you should also focus on making sure they know exactly what they’re getting.

Remember, insurance brokers didn’t get this reputation of being untrustworthy out of nowhere. Complaints of hidden fees, unclear wording, and small print in policies have become synonymous with the profession. This is why today’s insurance brokers should work twice as hard to communicate clearly with their clients to win their trust.

Lack of clarity

It’s no secret that the insurance world is full of complex language and jargon. Purchasing a business insurance policy is a complex process that usually involves reading the fine print and defining different insurance terms.

As an insurance broker, you should make a concerted effort to avoid this disconnect in communication caused by the complex jargon. Lay out policy terms in layperson’s terms, translating complicated concepts into language that anyone with no prior knowledge of insurance can understand. 

Market and grow your brokerage with these strategies

The insurance industry is constantly growing and evolving. In the past, brokers didn’t need to focus too much time on marketing, but today, it is crucial to invest in marketing channels to reach your audience. 

An effective marketing plan can set your insurance brokerage apart and contribute to a significant increase in leads.