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.
Insurance Brand Growth Blog
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.
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.
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.
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.
Search engine optimization (SEO) and bringing traffic to your website is only the beginning of the battle. The other half of the inbound-marketing-for-insurance puzzle is getting visitors to follow the path to conversion once they arrive at your website, and following up with visitors once they take an action.
If you're throwing a dinner party, the preparations don't end with sending invitations. You'll spend time cleaning, preparing the meal (keeping the dietary needs of your guests in mind), choosing music, and so on. When you ask people to come to your home, you want to be sure you've thought of everything before they arrive.
Effective inbound marketing for insurance Brands begins with an evolving strategy. It's not a "set it and forget it" event. Instead, you use the information you have to create an informed starting point and then monitor and tweak your processes as the results start to come in. That way, you can achieve the best possible return on your investment.
Here are 3 best practices to get you started:
When launching a marketing campaign for your insurance Brand, how do you know if your message is going to be taken the right way in your target market? You must first discover what your Brand stands for and then learn how to make it stand out from your competitors. To do this effectively you need the right tools. Here are 7 tools to help you stand out in the insurance market.
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.
People’s attention spans are decreasing, but your insurance Brand still needs to capture the attention of independent agents, brokers and clients. You can do that through social media.
Since you know why your insurance Brand needs to be social media, the next step for your Brand is to know how to use it. From choosing a platform to developing copy, there are several aspects of social media that your insurance organization needs to consider when developing a strategy.
Following these four steps will help you create a solid social media marketing strategy for your insurance organization that will generate leads and increase agent adoption.
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.
In the fast-paced world of marketing, social media isn’t a new channel anymore. However, social media is constantly evolving and thus becoming increasingly more important to utilize as part of your insurance Brand’s marketing strategy. Whether your organization already uses social media or not, these seven facts prove why your insurance organization needs to be on social media right now.
Content marketing is a fundamental component of inbound marketing. It has the potential to increase agent volume while simultaneously building relationships with your current independent agents. Since brokers and agents are already researching online to find the information they want, instead of trying to grab their attention at the wrong time – like with a pop-up ad on an unrelated YouTube video – provide informational content on your website for independent agents to find when they’re ready.
However, creating and publishing insurance content isn’t a one-time event. Here’s what your Brand needs to know to successfully navigate the insurance content marketing marathon.
Are you looking for ways to freshen up your insurance marketing strategy? Perhaps you’ve heard about inbound marketing and how it can help grow your insurance Brand, but you’re not sure where to begin. If this sounds like you, then you’re in the right place
The following four steps will give you a firm foundation in inbound marketing methodologies to help you navigate the basics of planning and implementing an inbound marketing campaign for your insurance organization.
When independent agents have a question, where do they turn to first? The Internet. Whether they have a question about a specific policy or are looking at insurance carrier reviews, agents are searching online to find answers. For your insurance Brand to successfully connect with these agents in each stage of the buyer's journey, one of the fundamental components of inbound marketing comes into play: Search Engine Optimization (SEO).
Combining your knowledge of the marketing funnel with agent personas allows your insurance Brand to gain valuable insights to your target market. Doing so also gives you a better understanding of where to focus your insurance organization’s time, money and resources to attract the right independent agents, which will lead to increasing agent volume. But wait – what exactly are agent personas?