No matter how you want to design your digital marketing strategy, content is the key aspect that brings your insurance agency’s marketing to life. Whether you have a big budget or you are just starting out using social media and SEO, content is at the centre of your marketing efforts.
Great content doesn’t represent a straight promotion of your business. From a consumer perspective, content marketing shouldn’t be about you and your insurance agency, but about them.
For example, a customer buying a new home will need homeowners insurance. When they find your blog, they can inform themselves not only about insurance, but also about other home ownership topics. As they find it relevant and useful, they follow you on social media to see updates that you post on different policy types. You have grabbed their attention and can now provide them with a good incentive offer to become your customer.
With a well structured approach and good content, you can educate, provide answers, showcase your product and make it easy for customers to purchase. With a streamlined process for them you made it so customer-centric that they never realize you are selling.
Every industry benefits from content marketing, and there are a few specific reasons why insurance agencies should be utilizing content marketing to its full potential.
Stay in touch with clients: After signing an insurance contract, customers will generally don’t think anymore about insurance aside from paying the monthly bill. As a result, your agency is out of sight and it’s hard to connect with your customers when you’re only communicating once or twice a year. Insurance agencies can use content marketing to keep in touch and build relationships with its customer base.
Learn about your market: Social media is a platform that can be utilized to discover how your audience is growing and changing. Every content piece you share is an opportunity to engage with that audience. You can see what the audience likes, dislikes and how you can improve your product to meet their demands.
Build up your credibility: With high quality content, your insurance agency gains recognition as an expert, whose opinion is valuable and trusted.
Better communication: Another specific aspect to the insurance industry is that you can better communicate about premium spikes or changes to your customer base. Content lets you explain industry changes in an open style. Reading or watching content gives them time to digest the information before they come to you with questions and concerns.