Rob Watson - Digital Marketing Consultant specialising in Insurance Brokers
There are many Digital Marketing people out there these days. However, thanks to my knowledge of insurance I can give you simple, pragmatic advice that I know is 'battle-tested' in your market.
What I really pride myself on though is my ability to explain Digital Marketing techniques to you, simply. I can help you articulate the way you want to be perceived by clients and the types of clients you want to attract.
It's then vital that everything you do online is consistent and contributes to that 'bigger picture' view of what defines your broking business.
About Me
Like many people, I 'fell into' a career in insurance straight from school. I've had too many conversations to remember with people who say they did exactly the same! I have to say though that many of the people I've met over the years are a far cry from the stereotypical image that many people have of insurance people!
Initially I held junior Sales and Underwriting roles with insurers, before finally getting more involved with Marketing projects. At that point, it dawned on me that Marketing was what I really wanted to do - to the point that I went back to full-time study and came away with a degree in it.
After graduating I held a few Marketing roles, later rising into management roles. Before long, I managed to find a couple of roles with brokers where my knowledge of insurance gave me something of an edge. Around that time, Digital Marketing really seemed to take off so I took additional qualifications to build my understanding. I also completed my ACII qualification, which I held until I left the sector in 2017.
Experience
- Over 13 years' experience in the UK Insurance market
- Over 7 years' experience in Marketing Management roles with UK Top-100 brokers
- Worked in Marketing since 1994 and in Digital Marketing since 2004
Qualifications
- Degree in Marketing (2:1), 1999
- Postgraduate Diploma in Marketing, 2002
- Diploma in Digital Marketing, 2003
- ACII status held 2015 - 2017
How I can help with your Digital Marketing plans
Insurance Broking is a complex market. It can often take years of dialogue before a client comes on board. The buying process people go through can involve many steps and different content and ideas are needed at each stage.
Because of my knowledge of your market, I'm able to create content that's both technically correct and appealing to potential clients. What's more, I can do this quickly and without any 'hand-holding' from you and without needing multiple iterations before it's ready.
More importantly though, I can work with you to understand your specialisms and the niches that you want to target, and turn that into actionable steps that will help you generate leads and find new clients.
Where to begin
- To begin with why not take a look at my blog and other free resources?
- If you have any quick queries, you can contact me online or call me to discuss them.
Latest Posts from the Blog
How to stop Insurance jargon from killing your Digital Marketing
I’m going to start this post with a statement of the obvious. No matter what it is you sell, it’ll always be easier to attract clients if they can actually understand you! This may sound obvious, but I regularly see examples of things that Insurance Brokers could communicate more clearly. As always, this post covers…
What makes your Insurance Broking business different? You may be focusing on the wrong things.
You won’t need me to tell you that consolidation has been one of the biggest trends in the market in recent years. Many independent brokers have been snapped up by larger consolidators. In fact, we’ve even seen these large consolidators acquiring or merging with one another. On the flipside, a number of networks have put…
How to find niche ideas for your Insurance Broking business
In a previous post I explained why it’s important for Insurance Brokers to specialise and create niches. But how do you find and create niches that you can compete in? Well, there are more ways than you might think. Before we look at ways to find them though, let’s consider what makes something a good…
How people find and choose an Insurance Broker, and how to get on their radar
How exactly do people find an Insurance Broker? Well, there are several answers to that question and for each there are a number of things you can do to get their attention at just the right time. Firstly, let’s consider why they look for a new broker. Insurance is a pretty essential purchase (and in…
Seven Reasons Insurance Brokers should look for new clients online
Digital Marketing should play a role in the marketing of just about any independent business. Insurance Brokers are no exception – in fact it offers great opportunities for brokers. Here are some of the main ways that brokers can benefit from using digital channels and how they compare with some of the more traditional channels…
Why it’s even more important for Insurance Brokers to specialise in the Digital Age
A lot of Insurance Brokers don’t like to specialise. Often, they’re afraid that they will get ‘pigeon-holed’ but it’s now more important than ever to have some specialisms. The internet has significantly changed the way that people look for insurance. Not just for personal insurances – where comparison sites remain dominant – but also for…
The ONE way that Insurance Broking is genuinely different
One thing I often hear when I talk to people about their marketing is “but you just wouldn’t understand, it’s totally different in our industry” or words to that effect. Often, their industry is not as different as they think it is. However, insurance broking is a market I know very well, and there is…