Marketing in the insurance industry has some catching up to do. The days of billboards, T.V. and radio ads, Yellow Pages, and newspaper ads are becoming a thing of the past, and consumers are ignoring most of these "outbound marketing" tactics. You've heard the term "inbound marketing," but what is it and how will it help you get more leads? Let's take a look!
Infographic via Mashable
Outbound (traditional) Marketing
As stated in the graphic above, outbound marketing is the process of pushing your products or services on customers. Can it still be effective? Absolutely! But in today's challenging economy, buyers are educating themselves before making purchases of any kind—especially purchases of such complex nature as life and health insurance.
So where are your potential customers going in order to educate themselves before purchasing insurance?
According to a LIMRA report, 86% of consumers said that they would use the Internet to research life insurance before purchasing. Here's another indicator of life insurance purchasing trends from the same report:
- In 1996, 80% preferred face-to-face interaction
- In 2013, 50% preferred face-to-face interaction
It's obvious that as younger generations mature and begin to make health and life insurance purchases, these trends will continue. As these trends continue, outbound marketing isn't going to resonate very well with consumers who want to be educated and are willing to put in the time to do research and become educated.
Inbound marketing for insurance agencies is a process of educating your potential clients (for free) in order to gain their trust so that they will do business with you. Give them what they are looking for (knowledge on what insurance they need), and they will in return give you what you're looking for (their business). This chart below from Hubspot demonstrates Inbound Marketing in a five step process.
How to Get Started - Right Now!
- Start Blogging
- Start by doing research on keywords that your potential clients are searching for. This will help you to decide what you should start writing about.
- Consistently write new material. 92% of companies who blogged multiple times a day acquired a customer through their blog. (HubSpot)
- End each blog post with a call-to-action. This can be as simple as "Subscribe to our email list" with a one-field form for email address (this will help build your email subscription list).
- Add social sharing buttons to each blog post. Make it easy for people to share your content. The more people who read it, the better chance you have of getting new business.
- Get Social
- Create profiles/pages on all of the social media outlets that make sense for you. Facebook, Twitter, LinkedIn, Google+, Instagram, etc.
- Promote your blogs on social media.
- Be a part of the conversation; don't just push content out. Interactive with your social media followers and fans on a personal level. This will build trust.
- Begin Nurturing Your Leads
- Once people start filling out your forms, you will want to interact with them. Usually it depends on which forms people fill out. For example, if someone fills out a form asking you to contact them, then certainly pick up the phone and reach out right away (the sooner the better). If they are only filling out a form to watch a video or download a guide, it's probably better to just send an email with some of your other content. The idea here is to keep them interested in your services.
- Measure the Results
- Once you get the ball rolling and start seeing some results, you can begin analyzing what's working and what's not. This will help you decide how to continue your inbound marketing program.
Seems simple enough right? One thing to keep in mind is that inbound marketing is not an overnight campaign that brings instant results. Inbound marketing is an ongoing effort. One of the hardest things agencies struggle with when it comes to inbound marketing is being consistent.