Your decision is made: Your insurance business now requires a digital platform, and you are convinced of the usefulness and necessity of adapting your services to new technologies.
This awareness implies a set of objectives to achieve and decisions to make.
- How to develop an effective and relevant digital communication strategy?
- What are the steps to follow?
- What are the key points to consider?
This article, tailored for insurance companies, will guide you through everything you need to know: Introduction, presentation, and details of implementing an effective digital strategy.
WHAT IS A DIGITAL COMMUNICATION STRATEGY?
The concept is simple and essential to understand. A digital communication strategy revolves around two definitions. First and foremost, it’s a strategy—meaning objectives, means, and a timeframe. Applied in the digital universe, this strategy involves developing effective communication based on the use of ICTs (Information and Communication Technologies).
1– Existing Audit
Before projecting into a hypothetical future, it’s necessary to assess your resources, strengths, weaknesses, core business, areas of expertise, current positioning… This initial step, often overlooked, is vital in developing an optimal communication strategy.
Another aspect of auditing the existing situation is observing what exists around you. In other words, competitive intelligence allows you to see what works or doesn’t work in a given market. It’s always useful, even mandatory, to learn from sector best practices, avoid competitors’ mistakes, and capitalize on their successes.
A concrete example in insurance is the establishment of the “Wafa” brand or the implementation of the connected device “Malak”. Two female names that resonate strongly with the spirit of insurance, each representing very different marketing strategies but relying equally on a sophisticated digital communication setup.
2– Definition of Objectives
A strategy will only be as effective as the objectives it aims to achieve. A well-formulated objective is concise, structured, quantifiable, and achievable. Engaging digital communication experts will pay off more if you have a clear idea of your goal. Long-term, the aim is generally the same: acquiring and retaining customers. Therefore, in the short and medium term, you need to specify your vision: Strengthen or modify your strategic positioning, penetrate a market, enhance visibility of your commercial offer, more targeted and relevant communication… Objectives vary from one company to another and are always identified based on management ambition and corporate culture.
3– Choice of Tools
You are forewarned: the usefulness of digital tools varies depending on your goals and target audience. Nevertheless, it’s clear and proven that the future now belongs to new technologies. The answer lies in optimizing the preferred tools for effectively communicating with your target audience. The most common examples logically correspond to consumer choices: website, mobile application, blog, social networks… All these communication channels serve distinct functions and allow you to articulate your digital communication strategy on multiple levels. Many details need to be clarified regarding these tools and will thus be the subject of a special article on our blog.
4– Planning
Planning is delicate work. Today, creating buzz and attracting prospect attention is easy. However, capturing a clientele and maintaining interest over time is less straightforward. Planning communication actions, i.e., scheduling and deploying them on a calendar, will allow you to better manage and optimize your communication investments.
Moreover, constant oversight of a strategy is essential. Oversight involves interim meetings with your digital communication consultants who will advise you on the steps to follow, the expected effects, and the results obtained from your actions and decisions.
5– Implementation
The advantage of upfront reflection inevitably manifests downstream. Precisely defining your objectives, rigorously managing your time, and intelligently allocating your resources will allow you to smoothly execute your action plan.
Another advantage of good preparation is seen in your maneuverability: in case of missteps or adjustments needed, it will be easy to remedy any difficulty or take corrective measures.
One crucial factor to specify is the technicality inherent in digital communication: the profession requires not only a classic marketing vision but also knowledge and mastery of the digital domain. The contribution of expertise in the digital field should not be underestimated. Website SEO, content creation, user experience, traffic acquisition, data analysis, testing… These are just a few essential elements that need to be implemented and will require consultation with professionals. Improvisation should be avoided at all costs to prevent weak or undesirable results.
Lastly, and perhaps most significantly in digital communication, you can easily trace the impact of your decisions. Digital technology allows for the collection, measurement, and analysis of vast amounts of data. You can identify popular content, consumer feedback, page views, preferred social networks, favored channels, most engaging images, headlines, and colors… You can constantly measure, analyze, and refine your communication strategy. Ultimately, you are an investor. Therefore, your return on investment will now be more precise and relevant.
This final point will be the focus of our next article.
- What analysis and measurement tools are available to your company?
- How to use them to improve your commercial offer?
- How to organize data collection and monitoring?
Our WEBEUZ agency helps you implement an innovative and creative digital strategy tailored to your industry. Since 2013, we have been assisting major brands and significant industrial groups in developing their activities and measuring the return on investment of their communication strategies. We are at your disposal to provide expertise in digital communication.
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