Adapt to the Internet age
with Inbound Insurance Marketing
Today’s insurance buying process is quite different than it was 10 and 20 years ago.
Today, buyers are in control of the process. They want to buy – not to be sold. Insurance marketing professionals must understand and adapt to this important distinction.
Insurance buyers educate themselves when and how it is most convenient – and many times never engage the assistance of sales professionals. Because of this remarkable trend toward self-education and self-service, it’s more important than ever before to connect with visitors on their terms with an engaging, informative website.
Your insurance website and its automated follow-up processes should be capable of moving prospects through the buying cycle, largely without the assistance of sale professionals.
With this goal in mind, we offer “Inbound 360” – a comprehensive inbound insurance marketing strategy to help you take your marketing results to the next level. Here’s what’s involved:
- Software: The first step of Inbound 360 is to install HubSpot all-in-one marketing software on your existing insurance website (or build a new website with HubSpot). With HubSpot in place, you will have all the automated tools needed to efficiently execute year-round inbound insurance marketing campaigns.
- Search engine optimization: Next, our goal is to ensure you are easily found online via targeted keyword searches. We use the HubSpot keyword tool to determine the best keyword opportunities and then optimize your insurance website to increase your organic (non-paid) search rankings. If you’ve been using pay-per-click advertising to achieve rankings, this one step could generate significant savings.
- Content creation: A lead-generating website is packed with great content. New, original blog articles are posted weekly, each page is helpful and informative, and there are multiple opportunities for visitors to download additional content (in the form of white papers, case studies and more).
- Social media sharing: Your website’s content should be shared several times a week. By doing so, you attract a new audience of visitors who wouldn’t visit otherwise.
- Calls to action: How often do you visit a website, like what you see, and then leave, never to return again? This happens all the time, unless you use calls to action. A Call to Action (CTA) invites readers to learn more by downloading items of value. When they complete forms to download items, you have the information you need to continue the conversation and keep them coming back to your insurance website for more.
- Landing pages: Landing pages are quite simply pages with forms that prospects can use to request or download information. The number of leads generated directly coincides with the number of landing pages on a website.
- Lead nurturing capability: When a landing page is completed, the user will instantly download the item of interest, marking the first level of engagement. Don’t let the relationship stop there. Email the user three days later to follow up on the freebie, and offer something else of value – via a link back to the website. In the industry, these are often called “auto-responder” emails. They are powerful lead nurturing tools – and even more so, if they are completely integrated with your insurance website.
- Analytics: To make smart insurance marketing decisions and purposeful sales follow-ups, information is essential. With HubSpot, you’ll know who has been on your website – even when they don’t complete a form. You’ll also have a full range of marketing metrics to help you finally understand insurance marketing ROI.