The web plays a huge role in the way agents receive insurance-related information today. Take a moment to think back to the last business decision you made. You most likely started with Google, searched your questions, read a few articles, and developed an understanding of possible solutions that you would then use to discuss with coworkers and other colleagues. You were able to answer your questions within minutes – a process that used to take days (or even weeks) a decade ago.
This process that independent agents take before deciding on an insurance broker is better known as the buyer’s journey. Understanding the path agents take before calling your sales team is vital to converting leads. Allow your organization to become a part of this journey by creating content that targets prospects at each stage. To paint a better picture, we mapped out each stage of the buyer’s journey to help you build out an insurance marketing strategy that brings more agents to your organization.
Stage 1: Awareness
In the awareness stage, agents are beginning to realize they have a problem. Whether they are expanding their current insurance options or changing providers, they are in a position to discover a solution for their problem. And while you may have the best solution for them, they may not know your organization exists.
In order to make prospective agents aware of your Brand and the solutions you provide, you need to target your content around the questions they are searching for. It’s an opportunity for them to learn more about their problem, not to learn about your solutions. Take time to educate your prospective agents in this stage.
Create educational content in the awareness stage that your agents can find in their online searches. Tools like whitepapers, reports, toolkits, and blog posts serve as excellent educational resources for agents, and establish your insurance Brand as a thought leader in this area. Once an agent finds and reads your educational content, you have placed your organization into the running of possible solutions.
Stage 2: Consideration
Agents in the consideration stage of their journey have now put a name to their problem or opportunity. Their online searches consist of finding potential ways to solve their problems, and the insurance Brands that provide a solution. They are looking for content that provides them with information on all possible solutions so that they can make the most informed decision.
In this stage, provide prospective agents with content that educates them on your insurance options. For instance, a builders risk insurance broker may write a blog titled “Selling Builders Risk Insurance: Overcoming the Obstacles”. This blog is a great content piece for agents who are aware of their need to provide builders risk insurance to their clients. Sharing this blog post on your website will draw prospective agents in that are considering probable solutions, and help them narrow down their options in the final stage of their buyer’s journey.
Stage 3: Decision
The decision-making stage is where most agents are ready to pick up the phone and speak to a sales representative to schedule an appointment. They have done their research, learned about different solutions, and believe they are educated enough on their problem or opportunity to make an informed decision for their business.
In this stage, create content that entices your prospective agents to take action on your offers. Consultations, demos, and insurance guides are among the many options to promote your Brand. Your prospective agents already know what they want. Provide them with the resources they need to make a decision and take action on the solutions you provide.
The buyer's journey has taught us that a majority of their decision-making process occurs before prospective buyers ever talk to a sales representative or walk through your office door. Agents are more educated on insurance options today than ever before. Allow your organization to provide them with the educational content they need to move them along this process and ultimately choose your insurance Brand.
Learn more about developing content that will attract website visitors and convert leads for your insurance Brand by downloading our free eBook, Tools of the Trade: 7 Fundamentals of an Effective Inbound Marketing Campaign.
Build your effective content strategy around the educated independent agent. Let's touch base and I will put the Hult Team’s experience to work for you. You can contact me at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your insurance Brand.