When you think of how to grow your insurance broker business what comes to mind? There are several marketing options. There's billboard advertising, word of mouth, fairs, newspaper advertising you name it. But, what about inbound marketing? Inbound marketing has taken off in the business world. Many have experienced a substantial amount of success utilizing its methods because it is customer-centric. But, as an insurance broker, how can it work for you?
A Local Business Model
Most insurance brokers maintain a solid base of local clients. Not all brokers are licensed in multiple states so sometimes this is by default. However, being so close allows you to quickly and efficiently serve your clients. You can use inbound marketing to serve your local clients and you can do it well. The key to being personal. You can tell the story about the couple in town who rebuilt their home after a devastating fire. You can stress the importance of a comprehensive policy that allows families to get back on their feet after such a horrible event. You can tell about the new business in town that can have peace of mind knowing their company is insured for a price that doesn't break the bank. Though inbound can create a large reach it doesn't mean you have to rule out local inbound marketing.
Education
Inbound is all about creating valuable content for your readers. Content that establishes you as the industry expert. Inbound offers you the opportunity to educate readers about how you can help them as a broker. You can let them know about the benefits of certain types of policies and how you can help families, business owners, homeowners, and whoever else would benefit. The beauty of inbound is that customers come to you because you have established trust with them through your expertise.
SEO And Google
Google likes when a website has quality content for its readers. A website with a well-developed blog will rank higher than a sparse website. These days people go online first to research a business before they even talk to a person. When your prospects are searching for local insurance brokers you want your site to the first thing they see. Your website is the first impression for many prospects. An excellent inbound marketing strategy can make that first impression great.
You Still Use Those Sales Skills
Just because inbound marketing works behind a computer screen doesn't mean you lose the opportunity to use the sales skills that make you a great broker. Inbound coined the term smarketing. Smarketing is where the sales and marketing team work together they are mutually accountable and share a common goal. As a person on the sales end of things, your role is to be closing. You can partner with your insurance companies to close leads that they provide. Everyone wins with smarketing.
Examples Of Successful Inbound Marketing In The Insurance Industry
Farmers – Farmers Insurance effectively uses inbound marketing to mold their brand image. Their content educates and focuses on benefiting the reader. Their marketing strategy gives prospects incentive to return to the site because of the value they offer. Instead of strictly focusing on selling products their content positions them as an industry expert. Their posts are relatable to people from all walks of life and so are the products they offer. This strategy has earned them substantial repeat business.
Prudential – Prudential took their inbound strategy in a different direction and focused on storytelling through emotional videos. They wanted to show real people preparing for retirement. They wanted to show the journey they went through to get to retirement. This plan was effective for Prudential as these videos attracted 1.5 million viewers.
State Farm – State Farm specifically wanted to show its commitment to the community while increasing engagement of those 18-35 years old. They created engaging and easy to understand content. In addition, they were also active on social media. They met their customers where they were and interacted with them on social media. This strategy paid off immensely. In less than 60 days they had 9 million views on their videos with several clicking on their call to action. This campaign was wildly successful and cost far less than television advertisements.
Inbound marketing is a great option for insurance brokers. It allows brokers to use the soft skills that allow them to be successful. But, it is a marketing strategy that is customer-centric. Looking to get your inbound marketing campaign started? Let the experts at The Friedman Group help. We dive into all aspects of inbound from buyer personas to email marketing to help your business thrive. Contact us today.
For more information about inbound marketing tips for insurance brokers, or to schedule your free digital marketing consultation, please call 720.248.8185, e-mail info@friedmansocialmedia.com, or click here.
Please note: The Friedman Group is an inbound marketing agency based in Denver, Colorado, and we work with professionals and business owners across the U.S. Our digital marketing services include: inbound marketing, social media marketing, email marketing, and digital marketing strategy and implementation.
