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.
What is Inbound Marketing?
Inbound marketing is a marketing methodology that is designed to draw visitors and potential customers in – rather than outwardly pushing out a brand, product or service to prospects in the hope of generating leads or customers. There are many different types of inbound marketing including search engine optimization, pay-per-click advertising, social media, and content marketing.
As discussed in our last blog post, differentiation has become an increasing challenge in the insurance space. As explained in the post, the most important step is identifying what differentiates you from your key competition by identifying your strengths as a company. Whether a carrier, an MGA, a broker, or an agent, this is done through a deep dive into what your unique value propositions are as an insurance company.
After identifying these differences, the most valuable way to promote these to prospective customers is through inbound marketing, particularly with content marketing.
What is Content Marketing?
Content marketing is, at its core, creating and sharing useful content with your target audience. This helps establish your company as a thought leader in the insurance space. The content created can vary from videos, articles, podcasts, blog posts, etc.
These are all opportunities for your company to build trust, generate leads, and cultivate customer loyalty. Content marketing will improve your Brand’s reputation, which – with the right strategy – can ultimately lead to conversions on your website for site visitors to request a consultation, request or quote or take whatever other action you are encouraging to engage your website visitors.
How Will Content Marketing Help Differentiate Your Insurance Company from The Rest?
Inbound marketing and content marketing are most effective if you can leverage them from the perspective of differentiated unique value propositions. This is done by positioning your company strategically, which starts with getting to know your competition – to determine how you truly are different. And then using that knowledge to develop content that will attract your target market.
Then comes the actual content that you’re putting out into the world. The foundation of this content is your primary unique value proposition. Whether through your website, blog posts, social media, or a marketing campaign, your primary differentiator needs to be consistently clear to your audience – consistently supported by other differentiators that apply.
By staying clear and consistent with your messaging, your organization will be well primed to position itself as the resident expert, clearly using matters of distinction to set you apart from the competition.
And if you’d like to continue the discussion with Hult, join us at the 2019 IMCA Annual Conference! Hult is exhibiting at IMCA (Insurance Marketing & Communications Association) June 23-26 in Minneapolis. Visit our booth to have a conversation about leveraging our team’s expertise and innovative technology in insurance marketing.