We don't often think about insurance brokers and inbound marketing. The insurance industry is just as competitive as any other industry today, if not more. Whether you're a broker selling insurance to businesses or individuals, the competition in your industry is likely a huge concern. Generating leads and nurturing them until they are ready to commit to buying a policy from you is never an easy task when your competitors offer nearly the same thing.
What are you doing to differentiate yourself from the competition? Can you negotiate price? Not too much. Are you developing creative solutions for your clients so price isn't a factor? Do you understand consumers today are doing lots of research before making decisions to buy insurance or anything else for that matter?
Insurance brokers and inbound marketing don't have to be strange bedfellows. Quality content has a considerable amount of influence on the decisions people make when looking for insurance solutions. Providing quality content goes a long way to developing trust and credibility, two things very important to developing any business relationship.
Curating Content Isn't Always The Best Idea
If part of your inbound marketing strategy includes a focus on blogging, curating content isn't always the best idea. While curating content for blogs in other industries may be a good recommendation to alleviate the pressure of creating content, it doesn't always help you stand out when selling insurance. Why? Because you are selling a very specialized product having a tremendous impact when it has to be used.
With your own written content, you demonstrate your expertise, especially when you create content not available anywhere else online. You should always make it clear when you write blog posts that the content is exclusive. Dig deep into the type of insurance you provide and present topic ideas that make your product stand out from the crowd. Additionally, it is important for you to share general information about the insurance industry. You have to remember most consumers don't know what you know and something that seems simple or obvious to you, probably isn't so obvious to the average consumer.
Transparency goes a long way here as well. Rather than merely writing blog posts, create some original material for video that introduces you and your office staff or discusses the products you sell. This could include testimonials from existing clients talking about how they benefited from the insurance you sold them. This can be accomplished through video or written case studies posted on your website.
Providing Premium Content With More Detail
One blog post or video won't provide a complete picture for potential clients about the insurance you offer. With additional premium content available in other forms, you demonstrate to your prospects that they can trust you want them to be educated about the products they are buying.
A problem with some insurance products is the buyer doesn't always know what's covered and what's excluded until it's too late. Provide all the details in whitepapers, e-books, or even podcasts. To demonstrate credibility, provide case studies to support you offerings. Testimonials from your clients are great, and national or international statistics cited in your content helps someone make a more educated buying decision.
Creating Compelling Landing Pages
Content you post on social media or share in email newsletters could lead your prospects to a landing page where you can give more concrete reasons why someone should buy your product and where they can provide you with a name and email address to download your content. Your content should contain a compelling call to action and may also include a tone of urgency.
Putting this altogether into an inbound marketing strategy you implement on a regular and consistent basis is sure to result in more warm leads who convert into long-term customers.
