Growing your insurance Brand can be difficult when your marketing efforts aren’t reaching independent agents and potential clients.
If you’ve ever considered implementing inbound marketing, but haven’t committed to transitioning away from traditional marketing, these three facts may give you the motivation to make the switch.
Traditional Marketing is Being Ignored
Your clients, as well as independent agents and brokers, are ignoring traditional advertisements. Think about the last time you picked up a magazine. Now think about the last time you looked at your phone or computer. Most likely you check the internet more frequently than you read magazines, and the same is true for the independent agents your Brand is targeting.
Now more than ever, your insurance Brand needs to stand out amongst the constant marketing noise and clutter that agents are exposed to.
Traditional marketing methods are easy for agents to tune out, and actually end up costing your Brand much more than inbound marketing methods. In fact, generating leads for your business with inbound marketing costs 61% less than traditional marketing. This fact helps prove that inbound marketing is the key to increasing ROI for your insurance Brand. Why should your insurance Brand be spending more and getting less?
Agents Are Online
Since we’ve already established that independent agents use the internet, this should come as no surprise: your insurance Brand needs to be using the internet too.
It’s important for your business to understand your target – who they are, what they like and where they go for information. Inbound marketing capitalizes on this idea by using agent personas. Better understanding the agents and brokers your insurance Brand is trying to attract can help increase your ROI by presenting the right agents, with the right content, at the right time.
Developing agent personas for your Brand helps you know the best methods of reaching them. For instance, you may discover that the agents you’re trying to reach use LinkedIn as their primary social media platform, so it would make sense for your insurance organization to be using LinkedIn as well.
But inbound marketing doesn’t only cover social media and online advertising, it also encompasses your insurance emails, website strategy and Search Engine Optimization (SEO) techniques. Since agents are already searching questions online, your Brand needs to be there providing them with answers.
You want to increase agent adoption and retention
The insurance industry's main pillar of strength is customer service. Happy clients and independent agents will return to your Brand again and again if you foster engaging, long-term relationships with them. Inbound marketing helps your Brand do that by building and nurturing relationships with current and potential independent agents.
There’s often an element of importance, complexity and risk involved with insurance decisions. Therefore, you want agents to see your insurance Brand as trustworthy and as a thought leader in the industry. Inbound marketing helps create both of these things by building an abundant library of thought leadership content for your Brand, including blog posts, webinars and whitepapers.
Even though these facts prove that inbound marketing is a good investment, it can be a lot of work to implement and maintain. But that’s where having an inbound marketing agency comes in handy. At Hult Marketing, we develop an integrated marketing plan specific to your Brand’s unique needs and goals.
To do that, we start with a Brand discovery process to unearth your insurance Brand’s unique value propositions. From there we create an individualized plan to grow your business by nurturing clients and independent agents with inbound-centric content. Inbound marketing is easy when you have the right partner, and we want to share our knowledge and resources to help your Insurance Brand grow and reach success.
Don’t forget that by implementing an inbound marketing campaign, your Brand can increase ROI. But to build a successful inbound marketing campaign, you’ll need the right tools. Download our free eBook, Tools of the trade: 7 Fundamentals of an Effective Inbound Marketing Campaign, to learn all about the next steps to success.
Inbound marketing is the key to insurance growth. Let's chat so we can 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 with inbound marketing.