Whether this is your first time, or hundredth time, hearing about inbound marketing, you probably have a couple questions. But even though there’s no such thing as a bad question, you may still be hesitant to ask.
To help answer your insurance Brand’s inbound marketing questions, here are answers to 10 frequently asked questions.
1. Do we need inbound marketing? How is it better?
Marketing is continuously evolving and has been moving away from traditional marketing methods such as invasive advertising. On the other hand, inbound methodologies focus on building strong relationships with independent agents by providing them the right content at the right time.
Instead of talking at agents, you need to be talking with them. Thus, inbound marketing emphasizes the use of agent-geared, informational content that helps nurture visitors into loyal independent agents for your insurance Brand.
Furthermore, inbound marketing is cheaper. Studies show that on average inbound marketing costs 61% less than traditional marketing methods.
2. What are the key components of inbound marketing?
There are several components of inbound marketing that work together seamlessly to attract, convert, close and delight. The following components differentiate the inbound methodology from traditional marketing:
- Agent personas
- Content development (such as blogging and social media)
- Search Engine Optimization (SEO)
- Landing pages
3. Why do we need personas?
Agent personas are detailed, semi-fictional people that represent the ideal independent agent or broker for your insurance organization. Since inbound marketing is structured around agents – what they want and need - agent personas are the foundation for your Brand’s inbound marketing strategy. Using them allows your insurance Brand to develop content catered specifically to individual agents instead of a generalized audience.
4. How does inbound marketing help our insurance Brand?
Ultimately, using inbound marketing techniques helps grow your Brand by generating leads and increasing conversions and sales. What’s more, inbound also helps differentiate your insurance Brand by capitalizing on your Unique Value Propositions (UVPs).
5. Why do we need downloadable content like whitepapers?
When you already publish lots of content such as your blog, social media posts and email newsletters, downloadable content may seem unnecessary. However, whitepapers and eBooks are a very important part of inbound marketing.
Providing independent agents and brokers with helpful, downloadable content allows your organization to collect their data. Agents will give you their name, email and other such information in exchange for content they see as valuable to them. From there your Brand can use that data to nurture those leads with enriching content.
6. What is the best inbound marketing software?
Since every insurance organization is unique, one software platform that works best for one organization may not be the best for your organization. Some inbound marketing software to consider includes Pardot, Marketo and Oracle Eloqua.
However, the inbound marketing software we have found to be most beneficial and comprehensive for most of our clients is Hubspot.
7. Where should we put calls-to-action?
You should include a call-to-action (CTA) on every webpage and content piece. CTAs provide direction, leading agents to what they need to do next.
If placing a CTA on every page of your insurance website seems like a lot, take a closer look at your CTAs. Do they sound sales-y? Are they unrelated to the content? You want to make sure that you’re providing agents with relevant calls-to-action.
8. How do we measure Inbound ROI?
Measuring your return on investment (ROI) depends on your goal. One way to do so is to keep track of and measure your Key Performance Indicators (KPIs) by using tools and metrics. This is where using marketing analytics proves to be a key component of inbound marketing.
9. When will we see results?
Inbound marketing is a process of developing strong relationships. It’s long term so your insurance Brand isn’t going to see results immediately. It’s important for your organization to set realistic goals and be consistent with your inbound marketing strategy.
Don’t be discouraged if your insurance Brand does not see results for the first few months or quarters after implementing your inbound marketing strategy. HubSpot points out that it “takes around six months to begin creating and sharing content that then has to be indexed by search engines like Google in order to start generating traffic and leads.”
10. Why should we hire an inbound marketing agency?
From planning, to developing content, to keeping up with analytics, there are many moving parts of an inbound marketing plan that need to be monitored, created and updated frequently. Having an outside inbound marketing agency work with your insurance Brand can make your overall inbound marketing strategy more efficient and successful.
If you think of any other questions about inbound marketing, feel free to contact us at Hult Marketing.
You can learn even more about inbound marketing in our free eBook, Tools of the trade: 7 Fundamentals of an Effective Inbound Marketing Campaign.
By integrating inbound marketing into your organization’s current marketing strategies, you’ll be able to attract more independent agents to your Brand. Let's chat and put the Hult Team’s experience to work for you. You can reach me at 309-673-8191 or firstname.lastname@example.org, and together, we can grow your insurance Brand.