The Benefits of Content
Marketing for Insurance Agencies (2023)
The websites with the most number of visits in 2022 are Google, YouTube, and Facebook.
This is no surprise since people use Facebook to consume content published by their friends and family, the brands they follow, entertainment channels, or news outlets while YouTube provides the same but for content in video format. As for Google, although it does not have its own content, it serves as a gateway for people to find the web pages containing the content they need.
As you can see, these top online platforms have one thing in common – content. And, your life insurance agency can take advantage of people’s demand for content by utilizing content marketing to promote your services to your target market.
So, how exactly can you use content in your efforts in digital marketing for your insurance agency?
Six Benefits of Content Marketing for Insurance Agencies
Establish your credibility as an insurance agent
As an insurance agent, you have a license that certifies you have the knowledge to provide consultative services and discuss the products your clients may need. You can demonstrate this knowledge to your target market by sharing valuable and actionable information for your target market through articles, blog posts, videos, and social media posts. Doing so shows your target market that you understand the complexities of your profession and can translate it effectively in a manner that they can understand.
Moreover, providing valuable information on a range of topics about insurance positions your business as a valuable resource they can turn to for guidance and support. This can influence them to choose you over other alternatives when they decide to buy an insurance policy. After all, they are more likely to prefer an insurance agent that has been incredibly helpful to them in learning about insurance and know which policy is the best for them.
And, more importantly, this authority can build an audience for your brand that consists of those with an interest or need for the services you offer. You can generate leads from the audience you have attracted through your content and nurture these leads into your clients in the future.
Build your audience's trust in your brand
As an insurance agent, you need to gain your potential client’s trust. It is the foundation for getting them to listen to your offer and having them choose you as their agent for their insurance policy. Having your client’s trust can even lead to them buying more insurance policies through you and recommending your services to their friends and family.
Content marketing can inspire this trust among your audience and potential clients in the following ways:
- Inspire trust by demonstrating your expertise – The valuable content you publish shows that you are knowledgeable about insurance products, and the processes that insurance holders or beneficiaries must know. This helps inspire trust from your audience since they are more likely to perceive you as knowledgeable and experienced.
- Show your audience social proof through your content – Content marketing also involves sharing testimonials and reviews from your clients. This type of content serves as social proof for your audience about the quality of service that your insurance agency provides.
- Make your brand engaging with your content – Consumers are more likely to trust brands that they can relate to. You can make your brand more relatable by using a brand voice for your content, engaging your audience through your content, and responding to and addressing negative reviews and comments about your business on social media.
Attract more relevant visitors to your website
Content marketing overlaps with search engine optimization (SEO). SEO optimizes your content to increase its search ranking for the keywords relevant to your insurance agency. This results in your website content attracting visitors who have the potential to become your clients. At the very least, it can attract visitors who are interested in the information you offer and have a good chance of sharing your content on social media.
Another strategy that overlaps with content marketing is social media marketing. You can publish shorter versions or infographics of your website content on social media and provide a link to the page for those who want the more detailed version.
With these two marketing strategies, your website will get the best chance of attracting as many visitors as possible since search engine optimization has the best potential in attracting website traffic while social media marketing is second in terms of this potential.
Encourages your audience to engage with your brand
Content marketing is one of the ways your business can communicate with its customers. Your website articles, YouTube videos, and, especially, social media posts provide points of interaction between you and your audience. And, if they find your content on these platforms valuable and appealing, your audience will interact with you by commenting their thoughts on your post and by replying to other people’s comments.
Replying to these comments will establish a connection between you and your audience member. They will see you as more than just a business on social media and closer to a person since you are interacting with them in a manner that people do online. And, your interactions with them will encourage them to leave a comment in the future. This not only gives you more chances to interact with them but also helps build a community around your brand since these can turn into more interactions between your audience members.
However, you cannot expect your audience to engage with your content just because you are publishing ones that are relevant to your business. An audience will only react positively to your content marketing efforts if it is also relevant to their needs and interest. This means addressing their questions, concerns, fears, and objectives about insurance.
Generate quality leads that you can turn into your clients
Implementing content marketing requires generating articles, social media posts, and videos that are relevant to the interests and needs of your target audience. This is why a properly executed content marketing strategy for your insurance agency can attract people who are interested in or in need of the insurance policies that you offer. As a result, your lead generation strategy in your content channels can generate quality leads with the potential to become your clients.
Moreover, the different topics you are covering with your content allow you to segregate your audience and create a different landing page or call-to-action for each segment. This allows you to have a more targeted strategy for nurturing your leads that is more effective than one targeting a wider audience. For example, if you are offering a variety of life insurance policies, you can create different lead nurturing strategies for whole-life policies, term policies, and group policies.
Increase your rate of conversions of new clients
You can use content marketing to create targeted content for your leads, which you can use for nurturing them into paying customers. You can create content that answers the common questions and concerns of your leads regarding the insurance policies you are offering to them. You can then use this in your lead nurturing campaigns by sending them the link to your articles.
You can also use targeted content to attract those who are currently in the consideration stage of their buyer’s journey but are not yet aware of your insurance agency. Because of this, they do not require a lot of nurturing and convincing to buy an insurance policy from you. Some of them might even immediately buy a policy from you.
Aside from nurturing them into paying customers, continuous and consistent creation of content keeps your brand on top of your potential customer’s minds. If your brand is on top of their minds, they are more likely to choose you when a need arises for the insurance policies you offer. This is even more effective if they follow you in some way, such as an email list or on social media, and you are creating effective content that attracts their attention and generates curiosity.
How to Get the Most of Content Marketing for Your Insurance Agency
Of course, you can’t get the full benefit of content marketing for your insurance agency if you are not applying its best practices. Here are some of the most important ones that you must focus on:
- Understand your target audience to create content that catches their interest and engages them on a personal level
- Map your content according to the buyer’s journey of your audience so that you can guide them into converting into clients
- Integrate content marketing with search engine optimization to generate relevant traffic for your website
- Use the positive testimonials and reviews you have received from your clients as content
- Create dynamic and interactive forms of content (such as quizzes, surveys, webinars, infographics, and videos) to stand out in your industry and attract engagement from your audience
By adopting these into your content marketing strategy, your insurance agency can attract an audience with the potential to become your clients. Moreover, these best practices give your brand an edge against your competitors.
If you want to know how you can apply these to your strategy for marketing yourself as an insurance agent, contact us today to schedule a free consultation with our professional digital marketing team here at Big Market Solutions.
Marleting for Insurance Agencies (2023)
The websites with the most number of visits in 2022 are Google, YouTube, and Facebook.
This is no surprise since people use Facebook to consume content published by their friends and family, the brands they follow, entertainment channels, or news outlets while YouTube provides the same but for content in video format. As for Google, although it does not have its own content, it serves as a gateway for people to find the web pages containing the content they need.
As you can see, these top online platforms have one thing in common – content. And, your life insurance agency can take advantage of people’s demand for content by utilizing content marketing to promote your services to your target market.
So, how exactly can you use content in your efforts in digital marketing for your insurance agency?
Six Benefits of Content Marketing for Insurance Agencies
01
One
Establish your credibility as an insurance agent
As an insurance agent, you have a license that certifies you have the knowledge to provide consultative services and discuss the products your clients may need. You can demonstrate this knowledge to your target market by sharing valuable and actionable information for your target market through articles, blog posts, videos, and social media posts. Doing so shows your target market that you understand the complexities of your profession and can translate it effectively in a manner that they can understand.
Moreover, providing valuable information on a range of topics about insurance positions your business as a valuable resource they can turn to for guidance and support. This can influence them to choose you over other alternatives when they decide to buy an insurance policy. After all, they are more likely to prefer an insurance agent that has been incredibly helpful to them in learning about insurance and know which policy is the best for them.
And, more importantly, this authority can build an audience for your brand that consists of those with an interest or need for the services you offer. You can generate leads from the audience you have attracted through your content and nurture these leads into your clients in the future.
02
Two
Build your audience's trust in your brand
As an insurance agent, you need to gain your potential client’s trust. It is the foundation for getting them to listen to your offer and having them choose you as their agent for their insurance policy. Having your client’s trust can even lead to them buying more insurance policies through you and recommending your services to their friends and family.
Content marketing can inspire this trust among your audience and potential clients in the following ways:
- Inspire trust by demonstrating your expertise – The valuable content you publish shows that you are knowledgeable about insurance products, and the processes that insurance holders or beneficiaries must know. This helps inspire trust from your audience since they are more likely to perceive you as knowledgeable and experienced.
- Show your audience social proof through your content – Content marketing also involves sharing testimonials and reviews from your clients. This type of content serves as social proof for your audience about the quality of service that your insurance agency provides.
- Make your brand engaging with your content – Consumers are more likely to trust brands that they can relate to. You can make your brand more relatable by using a brand voice for your content, engaging your audience through your content, and responding to and addressing negative reviews and comments about your business on social media.
03
Three
Attract more relevant visitors to your website
Content marketing overlaps with search engine optimization (SEO). SEO optimizes your content to increase its search ranking for the keywords relevant to your insurance agency. This results in your website content attracting visitors who have the potential to become your clients. At the very least, it can attract visitors who are interested in the information you offer and have a good chance of sharing your content on social media.
Another strategy that overlaps with content marketing is social media marketing. You can publish shorter versions or infographics of your website content on social media and provide a link to the page for those who want the more detailed version.
With these two marketing strategies, your website will get the best chance of attracting as many visitors as possible since search engine optimization has the best potential in attracting website traffic while social media marketing is second in terms of this potential.
04
Four
Encourages your audience to engage with your brand
Content marketing is one of the ways your business can communicate with its customers. Your website articles, YouTube videos, and, especially, social media posts provide points of interaction between you and your audience. And, if they find your content on these platforms valuable and appealing, your audience will interact with you by commenting their thoughts on your post and by replying to other people’s comments.
Replying to these comments will establish a connection between you and your audience member. They will see you as more than just a business on social media and closer to a person since you are interacting with them in a manner that people do online. And, your interactions with them will encourage them to leave a comment in the future. This not only gives you more chances to interact with them but also helps build a community around your brand since these can turn into more interactions between your audience members.
However, you cannot expect your audience to engage with your content just because you are publishing ones that are relevant to your business. An audience will only react positively to your content marketing efforts if it is also relevant to their needs and interest. This means addressing their questions, concerns, fears, and objectives about insurance.
05
Five
Generate quality leads that you can turn into your clients
Implementing content marketing requires generating articles, social media posts, and videos that are relevant to the interests and needs of your target audience. This is why a properly executed content marketing strategy for your insurance agency can attract people who are interested in or in need of the insurance policies that you offer. As a result, your lead generation strategy in your content channels can generate quality leads with the potential to become your clients.
Moreover, the different topics you are covering with your content allow you to segregate your audience and create a different landing page or call-to-action for each segment. This allows you to have a more targeted strategy for nurturing your leads that is more effective than one targeting a wider audience. For example, if you are offering a variety of life insurance policies, you can create different lead nurturing strategies for whole-life policies, term policies, and group policies.
06
Six
Increase your rate of conversions of new clients
You can use content marketing to create targeted content for your leads, which you can use for nurturing them into paying customers. You can create content that answers the common questions and concerns of your leads regarding the insurance policies you are offering to them. You can then use this in your lead nurturing campaigns by sending them the link to your articles.
You can also use targeted content to attract those who are currently in the consideration stage of their buyer’s journey but are not yet aware of your insurance agency. Because of this, they do not require a lot of nurturing and convincing to buy an insurance policy from you. Some of them might even immediately buy a policy from you.
Aside from nurturing them into paying customers, continuous and consistent creation of content keeps your brand on top of your potential customer’s minds. If your brand is on top of their minds, they are more likely to choose you when a need arises for the insurance policies you offer. This is even more effective if they follow you in some way, such as an email list or on social media, and you are creating effective content that attracts their attention and generates curiosity.
How to Get the Most of Content Marketing for Your Insurance Agency
Of course, you can’t get the full benefit of content marketing for your insurance agency if you are not applying its best practices. Here are some of the most important ones that you must focus on:
- Understand your target audience to create content that catches their interest and engages them on a personal level
- Map your content according to the buyer’s journey of your audience so that you can guide them into converting into clients
- Integrate content marketing with search engine optimization to generate relevant traffic for your website
- Use the positive testimonials and reviews you have received from your clients as content
- Create dynamic and interactive forms of content (such as quizzes, surveys, webinars, infographics, and videos) to stand out in your industry and attract engagement from your audience
By adopting these into your content marketing strategy, your insurance agency can attract an audience with the potential to become your clients. Moreover, these best practices give your brand an edge against your competitors.
