The Four Core Functions of Inbound Insurance Marketing

Transcription

1 The Four Core Functions of Inbound Insurance Marketing

2 DID YOU KNOW? Inbound marketing represents a new way of thinking in the insurance industry. Instead of chasing leads, why not attract them to you? The four core functions of an inbound insurance marketing strategy are: 1. Traffic generation 2. Lead generation 3. Lead nurturing 4. Analytics Learn more on the following pages.

3 1. TRAFFIC GENERATION How would you rate your company s online brand? Can prospective clients find you when they search online for words or phrases related to your business? Are leads flowing into your website on a weekly basis? Is your website traffic growing? If you answered NO to any of these questions, you need to deploy a few tried and proven inbound marketing strategies: Search Engine Optimization, Blogging and Social Media sharing. SEARCH ENGINE OPTIMIZATION Meeting or exceeding traffic goals is impossible without search engine optimization. Keyword phrases are placed in your backend code and on-page content so that search engines choose your website as a top result for targeted search terms. Using HUBSPOT analytics and research, we can help you identify the right keywords and phrases to target. Monitoring the rankings and traffic, and finetuning search engine optimization on a monthly basis is also critical Did you know? 70% of the search links clicked are ORGANIC not PAY PER CLICK ads. Source: Marketing Sherpa, February CONTENT CREATION THROUGH BLOGGING Each page on a website is an opportunity to rank for a keyword or phrase. More pages means more chances to rank enter the magic of content creation. If you have a dynamic business with a long list of services and products, but not individual pages discussing each - then these need to be created. They will help improve rankings for branded terms, as well as key industry descriptors and terms.

4 You also need to understand the importance of blogging. Product pages will be limited to the actual number of products you offer, but topics for blog posts are infinite. Blogs influence purchase decisions by leveraging customer language and topics. Having an active blog will help you index more pages and rank better, as well as create more top-of-the-sales funnel content to attract more leads. SOCIAL MEDIA SHARING If your blog is posted in a forest, will anyone read it? Many companies spend a lot of effort writing and posting blogs with little return on investment. To maximize impact, your blog must be shared through social media venues. Doing so will generate interest and clicks back to your insurance website. It also promotes further sharing by readers. Did you know? More than two-thirds of U.S. small businesses say that social media helps them get found online. Source: American Express, September ONLINE LEAD GENERATION Once all static pages on your site have been optimized with targeted long-tail keywords, and rankings are improving, you re blogging regularly, and posting links on social media venues, it s time to focus on leads. You will be seeing increased traffic, and it s time to make that traffic productive. To do so, you need to craft premium offers, landing pages and call to action buttons throughout your website. Where blogs are public-facing and available for all to digest, premium offers like webinars, white papers and case study downloads are linked to from call-toaction buttons and require visitors to submit their address on a landing page in order to retrieve or register. When a visitor fills out the form to access this content, a lead is created. This is online lead generation at its simplest and most effective. For businesses that seriously consider their website to be their growth hub, the marketing efficiency behind these tactics is undeniable. And from a sales perspective, leads

5 generated from premium educational, customer-targeted content are hugely productive due to how clearly they convey a prospects needs. 3. ONLINE LEAD NURTURING All visitors who download your content need to be followed up with, either in person or by using automation. When following up, you should invite prospects to re-engage on your website by using additional related offers. These offers are presented through auto-responder type marketing. Over time, you will create a client-education and engagement process intended to generate sales. Did you know? Most prospective clients who come to your website are not yet sales ready. That s why they don t respond to an offer for a free quote or consultation. What can you do? NURTURE THEM with informational offers to improve their understanding and sales readiness. 4. ANALYZE AND MEASURE The Internet s massive footprint allows for almost total traceability, which means all the tactics and campaigns you manage are instantly measurable. This allows for easy replication of success and fast failure - but only if you are watching the metrics that matter the most to your goals. For example, if your goal is to increase online awareness and drive more traffic, you ll want to determine: o Has the site's overall traffic increased? o Have our rankings for keywords inherent to our core business improved with the blogging we've been doing? o Have social media and link building efforts translated into a worthwhile amount of referral traffic?

6 If your goal is to increase lead generation, you ll want to focus on these questions: o Have the webinars been getting good registration and live attendance? o What is the conversion rate for each landing page? o Which sources of traffic are producing the most lead conversions? CONCLUSION Inbound marketing represents a seismic shift in the way insurance businesses are marketing themselves. The return on investment for inbound marketing is undeniable and limitless. Want to know more? Contact us at or heather@insurancecopywriting.com Ask for a free HUBSPOT demo to learn how you can automate and accelerate the inbound marketing process.