A new insurance website is only one cog in the wheel that is your online brand. Understanding how to leverage it as a tool can be the difference in not only your brand equity, but your agency’s bottom line.
I’ve talked to a lot of agency and firm owners, and many of them don’t know what they don’t know about inbound marketing. Many of them only know of the traditional marketing methodologies which have existed in the insurance industry for decades — outbound marketing, or as I like to call it, buy, beg, or bug your way to a sale.
That type of approach simply isn’t as effective anymore, and it certainly isn’t efficient. Consumer buying behavior has changed dramatically. 86% of TV ads go unnoticed by consumers. 44% of direct mail is never opened, and what mail is opened yields less than a 1% response rate. 200 Million phone numbers are on the Do Not Call registry.
It has become harder and harder for independent agents to grow their practice for the simple fact that…
Consumers don’t like to be interrupted anymore.
Most agencies don’t have the money or sales force for outbound marketing, and/or the know-how for inbound marketing.
This leads to a never-ending cycle of either doing nothing at all, or if you do have money, spending thousands if not hundreds of thousands of dollars hiring and firing various SEO firms, marketing firms, website firms, postcard marketing firms, and maybe even in-house employees.
It doesn’t have to be this way though. There are much more efficient and effective ways of getting in front of your avatar client without the old school interruption based strategies, and without going broke. Just understanding the basics will give you a huge leg up on a lot of your competitors.
By the way, I’m not saying that interruption marketing doesn’t work anymore, but things are just different now. It’s a hard game to play when your interruptions are constantly being interrupted.
This begs the question, what is marketing? What works best?
As Seth Godin once asked:
Is it a process of gathering as much money as you can, throwing it to the “creative” winds, and hoping something will come back?
Is it a practice of interrupting as many people as possible with a message they don’t care about, and never asked to receive?
Is it a performance you frantically stage around your product, service, or idea, in the final moments before launching it into the world?
Or is it something else entirely? And if it is, how and when do we employ it?
The difference between marketing now, and marketing back in the Mad Men ad agency days, is that in today’s world, successful advertisers, marketers and business owners are those who build relationships with their audience before interrupting them.
“Mad Men was all about this notion that if you ran enough ads, they didn’t have to be good, just had to run enough, they would pay for themselves. It was a perpetual motion machine of money.” — Seth Godin
In 1940 it was easy to advertise. Just keep throwing money at it and it would keep working. Things have changed in the internet age. People have a lot more options, and there are many more ways to get in front of people.
So the next question is:
What is inbound marketing?
There are a few different ways to describe inbound marketing, but here’s the explanation I like best:
Inbound marketing is a holistic, data-driven approach to marketing that naturally attracts consumers to your brand and converts them into lasting customers and promoters of your brand.
The process of attracting people to your brand encompasses several variables, but the oil that keeps the “attraction engine” cranking is multi-channel content creation that educates consumers and pulls them toward you on their own accord. By publishing relevant, helpful content, your customers and prospects will view you as a trusted figure — an authority, which will help tremendously in your efforts to find new customers and retain the one’s you already have.
Inbound marketing helps you build trust, which is the key ingredient in any marketing or customer relationship strategy.
In order to successfully implement this model, you will need among other things, an insurance website that is modern, well coded, and designed to sell. Your website is where it all starts. The first phase of your inbound funnel— attracting people to your brand, simply isn’t possible without a great website.
What follows is a strategically constructed plan which helps you create content that educates and builds trust— converting these visitors and prospects into legit leads and customers, and nurturing your relationship with them.
Not sure where to get started? Don’t worry, that’s what we’re here for.
Here’s were you can learn more about our services and plans.