Good relationships lead to more converted referrals.
When you provide relevant content to your clients and prospects you're starting a lasting relationship. Providing relevant content in the form of emails or direct mail is called content marketing, and it's something every insurance agent should be doing. Content marketing is an inbound marketing strategy in which you develop useful content, such as email newsletters, blogs and visual content like infographics or ebooks with the intention to educate or provide value to your clients and prospects. And, statistics prove that it truly works.
"Adopting an inbound strategy doubles average website conversion rates, from 6% to 12%."
We've talked about the benefits of having a website, but content marketing takes it a step further by increasing your chances of converting. Why does this concept work? Well, it's about give and receive. The old, outbound way of promoting your product or service by throwing product features into consumers' faces doesn't work anymore. Consumers have instant access to all of the information we could need to compare your product or service to competitor's. So, you have to offer them more.
Content Marketing For Prospects
Buyers crave value (among other things; check this out to learn more). When prospecting, it's important to make the effort to learn about each individual's needs. This will help in your content marketing planning. For example, if you learn that one of your prospects is getting married and is considering life insurance, it would make sense to send a blog post about why life insurance is important for married couples and then to also include the products you offer in that department. Did you notice what order I put those in? Value first, your products second. This shows that you genuinely care about their needs and want to help, not sell.
Once you've made this initial contact with your referral, the next conversation you have with him or her can begin with asking them if they found the content you sent them helpful (again, it shows you care). Then, this offers you a segway to sending more information on the products you sell.
However, the content marketing doesn't stop with converting referrals to clients.
Content Marketing For Clients
Many insurance agents send their clients a monthly newsletter with updates on policies and other relevant information, but why not take it a step further and provide content about topics your clients care about on a daily basis like healthy living tips (for health & life insurance clients). After all, they bought life or health insurance because they care about their well-being.
For example, I especially enjoy Wellmark BCBS's updates on Twitter. It's always informative, and it's presented in a fun way.
Content marketing might seem like a lot of work, but you don't have to tackle it all at once. Try out a monthly newsletter, or even better, set up some mass and automated email campaigns based on information within your database. Experiment and see what works for you. Content marketing is definitely not going away: "Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing."
Want to learn more about referrals & the modern insurance consumer?
We wrote a book with Rocket Referrals: A Brief Guide to Successful Relationships With the Modern Insurance Consumer: Simple steps for managing your communication to maximize growth. Sign up for more information on the release, and you'll receive exclusive content along with the book.
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