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.
Here are three best practices you need to follow for insurance marketing success:
1. Website Optimization
There are a handful of technical details to consider when optimizing your website for search engines, but optimizing for your buyer personas is even more important. First, you want to be sure to differentiate your brand from the competition so visitors can clearly see why they should stay put instead of looking elsewhere for information.
You also want to have targeted paths for conversion, or leave a trail of crumbs for visitors to follow that brings them from the initial Google search all the way to conversion. These crumbs include thought leader positioning so you're a trusted source of information, landing page integration, and pointed calls-to-action.
To help keep everything organized and on point, you want to unify your lead acquisition processes and database with your CRM for a streamlined experience for both you and your customers.
2. Landing Pages
Let's take a moment to single out landing pages as this is where all the action happens. Landing pages are narrowly focused web pages that ask visitors for their contact details in exchange for something valuable like a download or free personal consultation.
Landing pages serve to direct visitor attention to the products, services, and content they are searching for. Therefore you need an attention-grabbing headline and copy that's laser-focused on converting visitors. Lastly, you want to have your nurturing processes fired up and ready to go as soon as a visitor hits the submit button.
3. Automate to Boost ROI
Marketing automation systems help alleviate the burden of repetitive human tasks while still providing personalized attention to your leads and customers. From a simple email program to a robust solution like HubSpot, the idea is for you to focus your expertise on optimization, not sending hundreds of emails every day.
The best solutions will also include tools for measuring the success of your campaigns, and you can score a home run when you use a solution that tracks leads from their very first Google search and visit to your page all the way through to a repeat sale.
For example, you've taken the time to optimize your website and craft landing pages that are lead magnets. Once a lead submits a form, your automated system can send a welcome message that you've already crafted just for that landing page, and follow up at designated intervals with a drip campaign that chooses the next message based on that individual's previous activity.
Your Website is the Gateway
In the early days of the internet, insurance Brand's websites were little more than elaborate business cards that gave customers an address, phone number, and maybe a summary of products and services. Today, your website is a lead-generating powerhouse that's always working and ready to bring new people into your sales funnel. All you need is a bit of optimization to get it going, and an automated nurturing system to complete the puzzle.
Learn more about website optimization with our free eBook, Inbound Marketing: 10 Best Practices for Success in the Insurance Industry.
Let's chat and put the Hult Team’s inbound experience to work for your Insurance Brand. You can reach me at either 309-673-8191 or firstname.lastname@example.org, and together, we can grow your insurance Brand.