It is very important to have Brand touchpoint metrics – that is, goals and measurements to determine your Brand's effectiveness when it comes into contact with customers. It's important to know for certain whether your insurance Brand building efforts are paying off for the Brand; but ultimately, you're not building a Brand for it's own sake. You're building a business. With that in mind, we're going to add a few more insurance Brand metrics to your measuring goals.
Insurance Brand Growth Blog
In Part 1, we discussed the current challenges in the insurance space, why differentiation is essential for companies to be successful, and how to leverage differentiation to earn business and establish trust. Today, we’ll be taking a look into how to showcase your company’s differentiation to impact the bottom line, specifically through inbound and content marketing. Let’s start with a quick overview of what inbound and content marketing are.
In the current, ever-changing insurance space, differentiation is a growing challenge. Products are increasingly commoditized, with little differentiation in terms of the products and added value propositions. And, one begins to look like the other and the other and the other.
According to Investopedia, return on investment (ROI) is a performance measure used to evaluate the efficiency of a number of different investments. Your ROI measures the amount of return on an investment related to that investment’s costs. It is part of your marketing analytics and serves as a benchmark for your marketing strategies.
As an insurance business owner, your main concerns are the people and businesses you provide insurance, peace of mind, and options for. But who are they, and are there more your business could be serving? The key to excellent marketing is knowing who needs your services and why, but investigating it isn’t always easy. Many people search on the Internet to find insurance today, and search extensively.
Let’s face it: all of us need some help with our businesses at some point -- whether it's in the marketing department or help with reaching the best audience for your insurance services, Hult Marketing has you covered. The life of an insurance business owner or a marketing director is busy, and often a marketing company can provide a niche insurance business like yours with the support it needs to keep the ball rolling and keep your services in demand among your clients.
Marketing can be a challenge for niche insurance companies, because your audience must be specific to the type of insurance your business sells. As a niche insurance business owner, you want your services to be targeted to the people most likely to purchase your insurance, right?
In the insurance business, as in all businesses, there are two basic types of marketing solutions: outbound and inbound. Each of these types of marketing have their own pros and cons, but the insurance industry has been moving steadily away from outbound marketing and toward inbound marketing over the past decade or so.
Making sure your insurance company’s business flows smoothly is always a challenge, and your quick responses to customers are one of the key ways you gain trust from them. This means that communication with your clients or prospective clients is one of the most important facets of your business.
In insurance blog posting, as in most Internet content writing, keywords are your friends. Never underestimate the value of a good keyword! You can use keywords in your company’s SEO strategy to drive readership and keep your clients interested in your business and updating on new offerings. Keywords are the buzzwords of your industry -- the words your clients use in searches most often, that will lead them directly to your finely tuned insurance services and website. Let’s get started with your definitive guide to keyword research.
Reaching out to your insurance audience is one of the best things for your insurance marketing campaign -- but what’s the best way to do it? You can’t be everywhere at once, but you still want to add a personal touch to your business, something so many customers are looking for in services today. The insurance business is personal: your company provides a key service that helps keep your clients and customers as well as their assets and families safer.
The insurance industry relies on a few different things to gain and retain clients: trust, education, and value. Your clients want to know what you can give them that other insurance companies can’t, or at least that you can live up to their past great insurance experiences (and avoid any snafus they’ve had over the years).
Niche insurance is a burgeoning industry -- sometimes it's much easier to address your clients’ concerns when you have a niche client base. However, you may have a harder time coming up with relevant, interesting blog posts that address every aspect of your clients’ insurance needs and interests. For niche insurance, thought leadership marketing is one of the best ways to target and hold your clients’ interest using blog posts. Let’s take a look at thought leadership marketing, what it is, and how it can drive interest in, and readership of, your blog posts.
Who you know is as important today as what you know -- and who your business contacts and clients know is even more important than that, especially in the insurance industry. Today, referrals are the best way to do business, mainly because all our devices and screens are overrun with ads and marketing pieces most of us don’t have time to read or investigate.
Whether or not you spend a lot of time on the Internet or just enough to keep your business going, you’ve heard of social media. What you may not know is that using social media to promote your business and make local connections can really boost your business referrals and clientele, increasing your bottom line quickly and efficiently. You may be using one or two social media networks now in order to get the word out about your business, but are you using them efficiently? Let’s take a look at social media, what it’s for, and how it can help you grow your insurance business.
Your delighted customers are your best advertisements – when a customer shares their experience with others, it is like a personal recommendation and plays a significant role in the decision-making process. At one time, this “sharing” was done via word-of-mouth, but it is now done online, via reviews. Reviews enhance trust, provide social proof, and actually act as a personal recommendation, even when the reviewer and reader don’t know one another at all.
As an insurance agency manager, your website content is becoming more and more important whether you focus efforts on it or not. That is to say, more and more people are relying on online information to make decisions about products and services. This means that your website content and the way you use it for marketing is also becoming a large part of how people learn about and interpret your business and insurance offerings. Let’s take a look at marketing, content marketing, and how content marketing can increase your business and bottom line.
With more than 3 billion people around the world using social media at least once a month, and the average American spending just over two hours per day on social media, it is clear that all industries should be on social in some capacity or another.
Smartphones have become increasingly popular tools for communication, searching the Internet, to use as a camera, to manage health and medical information, to manage online banking, and to make purchases. So it is no surprise, that given the amount of time we’re all spending on our phones, businesses have had to cultivate a mobile approach to marketing their brand.
Whether your insurance company is planning for a website refresh or an entire redesign, it can be a time consuming process, that if not well executed, can leave you right where you started. Avoiding this largely depends on how prepared your team is and if you follow the right steps that will lead you to success. There are a lot of different aspects to a website redesign that you may not be considering, that are crucial to the success of the website.