For decades salespeople in every industry, including insurance, have focussed on honing their sales pitches. However, now consumers and business owners switch right off to a sales pitch the first moment a salesperson puts the slightest foot wrong.
The hard sell and advertising, now classed as outbound marketing, is where the message is pushed.
What I am going to discuss today is how to sell an insurance policy to customers using inbound marketing.
So what is inbound marketing?
Inbound marketing is the opposite of outbound. It’s where customers find you, mostly through organic search engine marketing efforts, drawing the right kind of customers towards your insurance products rather than pushing your message to the masses and trying to find a needle in the haystack.
Yes you read right...
Inbound focuses on attracting the right people to your brokerage by being helpful and providing the answers to the questions your potential customers are searching for online in search engines such as Google.
That when a potential customer reaches your website they have come from a source of information that has been tailored specifically for their needs.
If they like more of what they see next and request a quote you know that you have a qualified lead that will most likely suit the insurance policies you can provide them.
This not only results in higher lead to customer conversion rates but also requires much less selling, purely because you are providing a product that suits their specific needs.
Helping rather than selling!
At the end of this article I have provided you with a short video that explains inbound marketing in more depth, I urge you to check it out!
How can you use the inbound methodology to attract the best customers to your brokerage?
Now I give you 6 important steps in the inbound marketing process for insurance.
1. Know Your Ideal Customer
It doesn’t sound so important, however, let me tell you that it is.
It is the most crucial factor in ensuring the success of attracting the right people to match your insurance products.
The first thing we do as an agency in the inbound marketing process is create a client’s primary buyer personas, in other words, gather as much information as possible about the client’s ideal customers and put this primary customer on paper creating a real life buyer persona.
This process gets to the core of precisely who your ideal insurance customer is and involves interviewing the people that deal with these customers regularly in your brokerage as well as interviewing the actual customers that fit this description, to develop your buyer personas from first hand experience.
When creating your buyer persona you want to gather as much information as possible to identify patterns and trends such as:
What are their goals?a
What publications do they read?a
In what industry is their business?a
Is there a particular niche in this industry that provides great opportunity for your brokerage?a
Where do these ideal customers go for information?a
What common problems do they face?a
Which associations and social networks do they participate in?a
What other common patterns are there between your ideal customers?a
What questions do they have through each stage of their buying journey with your brokerage?
By taking the time to create your ideal customer and giving him or her a name e.g. Cafe Chris, you can now tailor everything your brokerage does towards this ideal customer, providing hyper specific information to educate your ideal customer, always keeping them front of mind and ensuring that your message remains consistent.
2. Create Content to Attract Your Ideal Customer
Now that you have identified exactly who your insurance brokerages ideal customer is, you need to begin to create content that answers the questions they have so that you can begin attracting qualified leads to your insurance business.
When crafting content to publish on your website you should focus largely on 2 things:
I have said it before and I will say it again, your content has to be hyper specific to your buyer persona, if it’s not, start again. Always keep them front of mind providing value packed and easy to digest information answering the questions they have.a
Optimise the content you create for search engines like Google so that your website ranks organically and when ever your ideal customer is searching for answers online you pop up at all the right times with hyper specific answers to their questions.
3. Publish This Content on Your Website
Content used to attract your ideal customer is most commonly published through a blog on your website.
It is your blog pages that provide many different entry points to your website and that should be focussed on to attract ideal customers to your brokerage online, so that when a visitor reaches your site there is a clearly defined process laid out for them to easily convert into a lead for your brokerage.
Publishing content on a regular basis builds out your website like an ever growing hive so that it is increasingly seen as the authority to go to on specific insurance topics.
This is not only recognised by people looking for insurance, but also search engines such as google who will then begin to present your website as the go to expert as you publish regular content on specific insurance topics and policies.
4. Promote the Content you Publish
Once you publish your content, share it.
Remember the buyer persona you created in step 1, well what did you discover when answering the following questions:
Where do these ideal customers go for information?a
Which associations and social networks do they participate in?
These are the places you need to share and/or repurpose your content so that it starts to be seen by your ideal customer immediately.
Don’t just share it to your social media channels once either, you have masterfully created all that work, so keep sharing it over time. Each time take a different snippet from the blog and use it to draw people in with a link to your blog article.
There are a lot of places you can share your insurance blog posts to further your reach. For example some great channels to start promoting and repurposing your insurance blogs posts in are:
LinkedIn Personal Pagea
LinkedIn Company Pagea
Facebook Personal Pagea
Facebook Company Pagea
Or create your own group and share remarkable content to help educate business owners and attract new business at the same time.
Twitter - You may think it’s a waste of time but that 1 great lead you get once in a blue moon is worth it!
Repurpose it into video and publish on Youtube
Repurpose a combination of blogs into a lead magnet for your website.
Wherever your ideal customer’s watering holes are, so to speak, is where your content needs to be and if you begin to get good results share your lead magnets in these channels also.
5. Have a Clear Process Outlined to Convert Website Visitors Into Leads.
Now that you're attracting your ideal customer to your website, you need a precise process outlined on your website to convert these visitors into leads for your brokerage.
You obviously want a request a quote page to convert visitors that are ready to make a decision but you also want to provide lead magnets in the form of content offers such as free guides. These can help to convert a percentage of the rest of your site visitors that aren’t yet ready to request a quote into leads that you can nurture until they are ready to request a quote, ensuring they don’t take their business elsewhere in the meantime.
The main components that make up a clear process to convert visitors into leads are:
Call to actions - to direct your visitor on what the next step is to take on any web page.a
Landing pages - to serve as the gateway to requesting a quote or accessing a lead magnet in exchange for their contact information.a
Online form - embedded on a landing page to capture specific information in exchange for what you're offering.a
Thank you page - to provide the lead magnet and inform your fresh lead of what will happen next.
6. Rinse & Repeat
Repeat on a regular schedule, at least once per week.
Make sure it’s a priority and ensure you have a process cemented in place so that you can reap the rewards in the long term. It won’t happen overnight but it will happen and eventually as the leads begin pouring in, it will solve all those problems of stressing about how to sell an insurance policy to customers.
You will begin to notice that you’re not having to sell insurance policies to customers anymore but, in fact, just giving them what they are searching for because the right people now know where and how to find you.
Next watch this short video to find out more about inbound marketing: