A Powerful & Customizable Insurance Broker Marketing Strategy (FREE)

A comprehensive insurance broker marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your insurance broker business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Insurance Ingrid
Age: 35 | Education: Bachelor's in Computer Science | Occupation: Software Developer at a tech company
"Navigating the myriad of insurance options feels overwhelming. I worry I'm missing something crucial and that I might end up paying too much for inadequate coverage."
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Visible Goals
These are the goals your target persona would tell you about.
Find affordable health insurance options
Get comprehensive coverage for my car
Ensure my home is protected against disasters
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True Goals
These are the real things they want to achieve.
"I want to feel secure about my family's health coverage."
"I need peace of mind knowing my assets are safeguarded."
"If I can save on premiums, I can invest more in my hobbies."
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm not sure if I'll get personalized service."
"I can't find time to meet with an insurance broker during my busy work schedule."
"The costs seem like they could spiral if I go through a broker."
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Answer to Objections
These are your product's answers to your target persona's doubts.
We provide tailored consultations that fit your needs, ensuring you're not lost in the options.
We offer flexible meeting times, including virtual consultations during evenings or weekends.
Our commission structure means you only pay when you find the right policy, which often saves you money in the long run.
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Transformation
In your target persona's own words, here's how your product has improved their life.
"After working with the brokerage, I feel empowered knowing I have the best coverage tailored for my needs. I have peace of mind regarding my family’s healthcare, and I’m confident my assets are protected. My budget is still intact, allowing me to enjoy life more freely."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Businessman Barry
Age: 45 | Education: Associate's in Business Administration | Occupation: Owner of a small construction firm
"I'm worried that without proper coverage, my business could face significant financial losses. Finding affordable but comprehensive policies seems like a daunting task, and I fear making a poor decision."
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Visible Goals
These are the goals your target persona would tell you about.
Secure liability insurance for my business
Provide employee benefits packages
Protect my business assets from risks
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True Goals
These are the real things they want to achieve.
"I want to show my employees that I care about their welfare."
"If I protect my business properly, I can focus on growth without fear."
"I need reliable support in case of claims, so I can keep my operations running smoothly."
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I doubt that I will get enough value from a broker compared to researching myself."
"I'm concerned about the cost of premiums eating into my profits."
"I’ve had subpar experiences with agents not delivering on their promises."
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Answer to Objections
These are your product's answers to your target persona's doubts.
We offer real-time insights into policies, ensuring you understand what you’re getting and how it’s beneficial.
Our policies are competitively priced, and many clients find we save them more than expected on premiums.
Our dedicated support ensures you have a reliable partner who follows through and helps you navigate claims effectively.
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"By choosing our brokerage, my business is now well-protected, and I have peace of mind. I set up a benefits program that boosts team morale, positioning my firm as an employer of choice. This allows me to concentrate on scaling my business without the constant worry of financial risk."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on relevant blog content
Traffic from social media posts
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: 'Understanding Health Insurance: Everything You Need to Know'
Infographic: 'The Ultimate Guide to Auto Insurance in 2023'
Video: '5 Common Home Insurance Myths Debunked'
Podcast episode: 'Navigating Insurance Options for Your Business—Tips and Tricks'
Webinar: 'How to Assess Your Insurance Needs Effectively'
Online quiz: 'What Type of Insurance Coverage is Right for You?'
What to measure:
Page views on blog post
Shares and comments on infographic
Engagement rates on video
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
'Health insurance basics', 'How to choose auto insurance', 'Home insurance tips for homeowners', 'Small business insurance options', 'Understanding life insurance policies', 'Auto insurance cost comparison', 'Best home insurance providers', 'Insurance terms explained', 'Navigating the insurance market', 'Insurance for small businesses
What to measure:
Organic traffic growth
Bounce rate on key landing pages
Search engine ranking for targeted keywords
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Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Google Ads: Target users searching for 'affordable health insurance options'
[Prospecting] Facebook Ads: Users interested in homeownership and insurance savers
[Prospecting] Instagram Ads: Young families looking for financial security and insurance protection
[Remarketing] Google Ads: Visitors who read blogs about auto and home insurance
[Remarketing] Facebook Ads: Visitors who watched our recent webinar
What to measure:
Click-through rate (CTR)
Impressions
Cost per click (CPC)
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Post engaging statistics about health insurance on Instagram Stories
Run a Twitter poll asking followers about their biggest concerns regarding insurance
Share quotes from satisfied customers testimonials on Facebook
Highlight informative blog snippets on LinkedIn with visuals
Participate in relevant discussions on Reddit about insurance topics
What to measure:
Engagement rate per post
Follower growth rate
Traffic generated from social media platforms
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
A/B test two different headlines for blog post lead-ins
Experiment with image vs. video content in social media campaigns
Test different CTAs on landing pages for collecting email subscriptions
Run a split test on the placement of social share buttons on blog posts
Assess engagement differences between textual and visual content formats
What to measure:
Conversion rate for landing page visitors
Engagement metrics from A/B tests
Time on page for different content types

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Return visitors to website
Conversion rate from leads
Number of email sign-ups
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Webinar: 'How to Choose the Right Insurance Policy for Your Family'
E-book: 'The Complete Guide to Understanding Insurance Coverage and Premiums'
Case Study: 'How We Helped a Local Business Save on Insurance Costs'
Blog post: 'Top Questions to Ask Before Choosing an Insurance Broker'
Video series: 'Real Stories of Clients Who Found Peace of Mind with Our Policies'
FAQ page: 'Common Concerns About Working with an Insurance Broker'
What to measure:
Webinar attendance numbers
Downloads of the e-book
Engagement time on case study page
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
'Best insurance questions to ask', 'How to compare insurance policies', 'Insurance broker benefits', 'Questions for your insurance agent', 'Insurance policy FAQs', 'Understanding insurance premiums', 'Choosing the right broker for insurance', 'Insurance claims process explained', 'Small business insurance considerations', 'Family health insurance needs assessment
What to measure:
Number of organic leads generated
Average time spent on educational pages
User engagement metrics on FAQ pages
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Google Ads: Users searching for 'best insurance brokers in my area'
[Prospecting] Facebook Ads: Adults aged 30-50 interested in family healthcare
[Remarketing] Facebook Ads: Users who downloaded the e-book but haven't registered for the webinar
[Remarketing] Google Ads: Visitors to the blog who engaged with content about choosing insurance
[Prospecting] Instagram Ads: Small business owners looking for comprehensive coverage options
What to measure:
Cost per lead (CPL)
Click-through rate (CTR) on educational content ads
Return on ad spend (ROAS) for conversion-focused campaigns
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Host a live Q&A session on Facebook addressing insurance-related queries
Share customer testimonial videos highlighting satisfaction with services
Post informative infographics about how insurance can simplify life decisions
Create engaging polls on Twitter regarding common insurance myths
Regularly share snippets from the upcoming webinar in Instagram Stories
What to measure:
Engagement rates for Q&A sessions
Shares and reactions on testimonial posts
Follower interaction with polls
📧
Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Webinar invitation email to participants who've engaged with previous content
Follow-up email sequence for webinar attendees with additional resources
Nurture email campaign providing insights into different types of insurance policies
Monthly newsletter featuring client success stories and insurance tips
Targeted emails offering personalized consultations to leads on file
What to measure:
Open rates for webinar invitation emails
Click-through rates (CTR) in follow-up emails
Email engagement metrics for nurture campaign
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B test email subject lines for highest open rates
Run a split test on landing page designs for webinars
Experiment with different formats of content promotion (video vs. static banners) on social media
Assess the effectiveness of personalized email content vs. general emails
Test various call-to-action buttons on educational blog posts
What to measure:
Conversion rates from A/B tests
Click-through rates on split test landing pages
Engagement rates on different content formats

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate from leads to clients
Average order value (AOV)
Customer acquisition cost (CAC)
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Video tutorial: 'How to File an Insurance Claim with Ease'
Comparison guide: 'The Top 5 Affordable Health Insurance Policies for Families'
Case study: 'Saving Money: How We Reduced Premiums for Our Clients'
Blog post: 'Understanding the Fine Print in Your Insurance Policy'
FAQ video: 'Addressing Common Concerns About Working with an Insurance Broker'
Podcast episode: 'Finding the Right Coverage: Stories from Satisfied Clients'
What to measure:
Lead conversion rates on case studies
Engagement time on video content
Pageviews on policy comparison guides
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
'Best insurance brokers reviews', 'Factors affecting insurance premiums', 'Health insurance policy comparisons', 'Insurance claim process explained', 'Affordable insurance options near me', 'Top rated life insurance brokers', 'Auto insurance claim process tips', 'Small business insurance comparisons', 'Homeowner insurance costs explained', 'Life insurance coverage options'
What to measure:
Conversion rate from organic searches
Organic traffic for targeted comparison content
Backlink growth from authoritative sites
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Prospecting] Google Ads: Users searching for 'top recommended insurance brokers'
[Remarketing] Facebook Ads: Visitors who downloaded the comparison guide but didn't sign up
[Remarketing] YouTube Ads: Viewers who watched our client testimonial videos
[Prospecting] Instagram Ads: Parents aged 30-45 searching for family health plans
[Remarketing] Google Ads: Visitors who attended our webinars but haven't converted
What to measure:
Cost per acquired customer (CAC)
Return on ad spend (ROAS)
Click-through rate (CTR) for retargeting ads
🚀 Help me execute this paid ads strategy
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Conduct a live stream answering last-minute insurance questions before purchase
Share posts highlighting success stories of satisfied clients across platforms
Promote visual snippets of tutorials on filing claims on Instagram
Create polls on Twitter to gather feedback about common concerns related to purchasing insurance
Monitor for and respond to brand mentions to showcase customer support
What to measure:
Engagement rate on live streams
Reach and impressions for success story posts
Follower interactions with polls
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Personalized consultation invitation email sequence to leads who engaged with our content
Follow-up emails with exclusive offers for interested leads
Reminder email for leads who attended the webinar but haven't signed up
Client onboarding welcome email series for new customers
Monthly performance report email showcasing savings and coverage benefits
What to measure:
Conversion rate from personalized invitations
Response rates for promotional follow-up emails
Onboarding completion rates
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test different CTAs on landing pages prompting contact with a broker
Experiment with adding testimonials on policy comparison pages
Run split tests on follow-up emails to increase engagement
Assess the impact of varying subject lines in email campaigns targeting leads
Test a simpler checkout process for signing up for policies
What to measure:
Conversion rates on A/B tested landing pages
Open rates and click-through metrics from follow-up tests
Engagement levels on segmented email campaigns

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value (CLV)
Churn rate
Net promoter score (NPS)
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly newsletter featuring insurance tips and client success stories
Blog post: 'How to Maximize Your Insurance Benefits'
Video series: 'Explaining Your Insurance Policy Coverage Details'
Infographic: 'The Benefits of Regularly Reviewing Your Insurance Policies'
Interactive web tool: 'Calculate Your Potential Savings with Policy Adjustments'
What to measure:
Open rates for the monthly newsletter
Engagement metrics on blog posts
Video view duration
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
'Benefits of reviewing insurance policies', 'How often should you check your insurance coverage?', 'Understanding policy renewals', 'Common insurance pitfalls to avoid', 'Insurance claims process overview', 'Maximizing your insurance benefits', 'Customer testimonials and reviews', 'Family health insurance savings', 'Best practices for home insurance reviews', 'Insurance adjustments for life changes
What to measure:
Organic traffic to retention-focused content
Average time spent on retention pages
Improvement in search rankings for retention-related keywords
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Previous clients showcasing policy review benefits
[Remarketing] Google Ads: Users who've engaged with retention content but haven't taken action
[Remarketing] YouTube Ads: Viewers of client retention testimonial videos
[Prospecting] Instagram Ads: Users interested in personal finance and insurance literacy
[Remarketing] Google Ads: Clients who attended a webinar to encourage policy reviews
What to measure:
Return on ad spend (ROAS) for retention campaigns
Click-through rate (CTR) on remarketing ads
Cost per engagement for targeted social media ads
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Engage in followers' comments about their insurance experiences
Host live Q&A sessions clarifying common insurance concerns
Create community posts asking clients about their insurance satisfaction
Share tips on how to review and adapt insurance plans on Instagram
Encourage customers to share their stories using a dedicated hashtag
What to measure:
Engagement rates on community posts
Follow-up interactions from live sessions
Hashtag performance metrics
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Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Monthly performance report email highlighting coverage benefits and savings
Personalized emails inviting clients to schedule a review of their policies
Client feedback survey email to gather insights on services
Exclusive offers email for renewing clients
Educational email series on maximizing insurance value over time
What to measure:
Engagement rates on performance report emails
Response rates from client feedback surveys
Renewal rates after exclusives offered through email
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test different subject lines for monthly newsletters
Run a split test on the design of performance report emails
Assess different formats for educational email series
Test varying times sent for retention campaigns
Experiment with CTA placements in client feedback surveys
What to measure:
Open rates on A/B tested emails
Click-through rates on different email designs
Engagement levels from feedback survey responses

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