The Insurance Marketer’s Guide to Generations

Posted by The Inbound Team on Mon, Mar 20, 2017

What’s the most effective marketing method? The answer depends on many factors, including the age of your target audience. Thanks to rapid advances in technology, each generation has grown up with a different experience, and this has shaped the preferences and habits of its members. To market effectively, you need to know how the generation you’re targeting likes to receive information.

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Topics: generational marketing

Infographic: Top B2B Content Marketing Trends

Posted by The Inbound Team on Thu, Feb 16, 2017

There’s a lot happening in B2B content marketing trends this year. Content marketing is an increasing popular choice, and companies are spending more money on it. Only 6 percent of companies would describe their content marketing efforts as sophisticated, but progress is being made, and companies with a documented strategy are more likely to see positive results.

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Topics: b2b marketing, b2b content marketing

Insurance Case Study Know-How – Two Essentials to Tell Your Story Well

Posted by The Inbound Team on Wed, Feb 08, 2017

People love stories. We’ve been telling them for thousands of years, ever since we first started gathering around fires and in caves. Our tools have changed—these days we’re more likely to use gifs than cave drawings to illustrate our tale—but the basic premise has stayed the same. When you want to elicit an emotional from your audience, a story works wonders. This is why case studies can be extremely effective.

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Topics: case studies

The Future of Insurance Blogs – Four Trends for 2017

Posted by Heather Sloan on Thu, Jan 19, 2017

Insurance blogs have come a long way since the original weblogs of the 1990s. These days, competition abounds, and if you want to remain relevant, you need to stay up-to-date on the latest trends. 

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Topics: insurance blogging, insurance blogs

10 Insurance Blog Ideas: Say Goodbye to Writers Block

Posted by Heather Sloan on Tue, Nov 29, 2016

You know your insurance company needs a blog. After all, it’s a great way to maintain an active website with a high Google ranking. It’s also the best way to give customers—and potential customers—the information they want, something that’s more important now than ever.

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Topics: insurance blog, insurance blog writing, blog writing service

Quality Insurance Content: If You Build It, They Will Come

Posted by The Inbound Team on Tue, Oct 25, 2016

Information is everywhere. Smartphones give us the ability to instantly communicate with anyone, anywhere in the world, anytime. And, with this new access comes new expectations. Current research indicates that 55 percent of millennials prefer to learn about new products by looking them up in a search engine, and another 27 percent will head straight to a company website. Clearly, the Internet is a major source of information for many consumers and business professionals.

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Topics: insurance content

Insurance Marketing Insights: Why Content Drives B2B Buying Decisions

Posted by The Inbound Team on Mon, Feb 08, 2016

Advertising – the good kind – has always told a story. The bad kind always did too, but its stories were vapid, patronizing and obvious. That was the problem that brought Carl Hahn, head of VW, to the “real mad men” of the 60s. "The content of the proposed ads was always the same, a beautiful house, very happy people in front, beautifully dressed — and a glamorous car ... with a stupid caption," said Hahn. “I was desperate.”

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Topics: insurance marketing, content marketing

Seven Insurance Marketing Tools to Fuel Growth

Posted by The Inbound Team on Wed, Jan 20, 2016

Perhaps it goes without saying that here at Inbound, we have a thing for insurance marketing and sales. Call it a passion. But passion can only take you so far. To get the message out, insurance pros need the right tools, too. With that goal in mind, we’re about to share a few resources for communicating your truth to those whom you want to reach. Here are our favorite insurance marketing and sales tools for the insurance marketing pros.

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Topics: insurance marketing, insurance marketing tools

Content Marketing: An Essential Piece of the Customer Satisfaction Puzzle

Posted by The Inbound Team on Wed, Jan 13, 2016

When Georgia natural gas retailers started contacting customers more frequently, their satisfaction scores jumped 24 points: a giant difference compared to their previous year's increase, which was only 2 points and involved no increase in communications.

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Topics: content marketing

Insurance Marketing Mistake #3: Succumbing to Self Absorption

Posted by Heather Sloan on Thu, Oct 29, 2015

Pop Quiz!

Grab one of your insurance organization's best marketing pieces. Count the number of times it mentions your company name, your product or service or “we.” Then, count the number of times it says “you,” “your,” or mentions the customer. Compare the totals. Which group had more mentions – your company or your audience? Most insurance marketing pieces talk significantly more about the seller than the buyer. Effective pieces talk about the buyer at least as many times as they talk about the seller.

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Topics: insurance marketing mistakes, Insurance marketing and communications