Modern Insurance Marketing
Insurance marketing has greatly evolved. Twenty years ago, insurance carriers only focused on branding, relying largely on agent networks to market their products. Insurance agencies relied on old-school strategies, such as feet-on-the-street selling, cold calling, direct mail or telemarketing.
With the rise of the internet, everything has changed. Now both B2B and B2C shoppers go to the internet first. They want to know what your company stands for – if you’re transparent, if you give back to your community and if you’re good to your team. They check your reviews and social feeds to see how you interact with your customers. And most of all, they expect information—fast. They don’t want to wait for you to send them a brochure or even a quote. They like to be informed instantly with a click of the button.
The shift from outbound tactics to inbound marketing strategies
As the insurance industry has been disrupted with direct-to-consumer sales, usage based insurance, connected devices, cyber risk and artificial intelligence, so has its marketing strategies. Modern insurers and their agents must find new ways to present their brands and their products. Insurance marketing has shifted from outbound tactics to inbound marketing strategies.
Inbound marketing is the art of attracting leads rather than chasing them. It’s about optimizing your website so that prospects can find you and interact with you. It’s about packing your website with so much good stuff that prospects can feel confident and empowered in their buying decision. And it’s about gently nurturing and the customer life cycle—providing information at the right time, in the right medium.
How do you do all these things? It starts with great content.
First you need an engaging website with new, interesting content added every week. To do this, you need a blog and social channels through which you can promote your blog articles. You may also need some compelling downloadable content—such as white papers, case studies and infographics—to generate warm leads for your sales force. And, to help nurture the buying decision and post-purchase onboarding, email marketing and e-newsletters are invaluable.