After a quick scan of your local insurance market, you may wonder how you can get your Brand to resonate with an industry that’s so saturated. With every other independent insurance agent using some variation of the same marketing strategies you are, how can you create Brand awareness and generate demand for your line of insurance products so that you can improve your bottom line? The answer: relationship marketing.
Insurance Brand Growth
When was the last time you searched for an answer online? Most likely your answer is today. Perhaps it was an online search that even led you to this particular post.
Today, countless agents have become numb to advertisements. This reality - coupled with the growing number of available content options - makes the difficult job of increasing your ROI even harder. However, instead of focusing your efforts on attracting agents’ attention with flashy advertisements, you should be allowing potential clients to find you using inbound marketing methodology. Here are four ways you can use inbound marketing to increase your ROI.
The tried-and-true method of paying for insurance leads is no longer effective. And, although still in practice, cold calling requires too much of your time. As an insurance marketer or owner of an insurance agency, driving leads through inbound marketing is effective, automatic and seamless — when done correctly.
At Hult Marketing, we’ve tried a number of lead generation strategies; however, the following 5 insurance lead generation strategies are the cream of the crop when you are trying to find the perfect recipe for your inbound marketing campaigns.
Question: What caught your attention and enticed you to click and open this blog post?
Odds are, it was the headline that sparked your interest. Headlines are one of the most powerful tools in your marketing toolkit when it comes to attracting and converting leads. But, this concept isn’t just for blog posts. Writing compelling headlines is vital to each function of your inbound marketing strategy, including your landing pages. Landing pages are a single web page that are targeted around one specific offer. Without capitalizing on the opportunity to grab users' attentions with your offer, you miss out on converting visitors to leads. Using intriguing and effective landing page headlines have the power to transform your pages from missed opportunities to lead generating machines.
Google My Business is a must-have resource for insurance marketing. With many insurance agents and clients relying on local search to learn more about insurance, Google My Business is an easy-to-use inbound marketing tool that places your insurance organization in prime territory in search engine results pages (SERPs).
With the fate of the Affordable Care Act (ACA) in the air, now is the perfect time for your insurance agency to be the go-to source for your clients’ insurance needs. This transitional period is an opportunity for your organization to gain new clients, and increasing traffic to your website is the best way to attract and convert customers. But, how do you actually create this increase in website traffic? By utilizing the following SEO tips, you will ensure visitors are finding your content during their searches, generating more online traffic and new clients for your insurance Brand.
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.
Your insurance agents are rock stars, and they know it. They excel at selling insurance services and maintaining their customer base by engaging with them daily.
They come to you to learn how to be a better agent. They come to you for high-quality content that converts. They come to you to learn how their Brand can reach new heights when it comes to insurance marketing.
With that in mind, you can’t offer rock stars mediocre insurance marketing strategies. They deserve the red carpet treatment. They want the best, and these days, the best in insurance marketing is video marketing.
Have you ever thought about how many emails you receive every year? According to the Radicati Group’s Executive Email Statistics Report, the average consumer receives about 100 emails every day. Take that number and multiply it by 365 days, and your grand total is about 36,500 emails annually.
Let’s face it, a large percentage of those emails are going straight to the trash or sitting dormant in inboxes, and it’s probably happening with the emails you send to agents and clients, too.
While some professionals believe email marketing is dead, it has actually been proven that emails are 40 times more effective at acquiring new customers than Facebook or Twitter. That’s a large conversion rate your insurance Brand is missing out on if you don’t have an email marketing strategy in place. But simply sending a mass email to your contact list isn’t enough to break through the thousands of emails your agents receive each year.
Some independent insurance agencies have a love-hate relationship with Google search engine results’ pages (SERPs). For the most part, the relationship is one of unrequited love. It’s a tale that goes way back to 2011 when Google instituted the algorithm update that set the stage for the way websites ranked in their SERPs – Panda. Google’s Panda algorithm emphasized quality content, which many websites didn’t have at the time.
Overnight, independent agents using Black Hat search engine optimization (SEO) techniques realized their relationship with Google had to be genuine. No more keyword stuffing, spamdexing, or buying links to rank higher in SERPs.
Panda and every other algorithm update since 2011 isn’t a tale of love lost. It’s one of an enduring relationship that continues to evolve. Ultimately, with the help of insurance marketers, many insurance agencies are once again in a mutually beneficial relationship with Google using effective strategies that increase their SEO ranking.