Inbound Marketing is not new. It used to be called the Yellow Pages. If that had really been as effective as the Yellow Pages’ sales reps claimed it was, insurance agencies would not have had to depend so much on cold-calling.
Inbound Marketing has, however, changed dramatically. Now the internet and, more specifically, your agency website, is your primary Inbound Marketing tool.
Is Internet Inbound Marketing Really Important?
In short – yes. Here are a couple of reasons why it is so important for marketing insurance and insurance agencies:
Nearly all searches for liability insurance, or any other kind of insurance, or any other goods and services, begin and end on the internet.
Inbound Marketing costs 62% less per lead than traditional outbound marketing. That sets up your agency for one of two things, both of which are very good for business:
- If your agency reduces its spending, its operating costs are reduced.
- If your agency maintains its marketing budget, it gets more bang for the buck
The Most Common Misconception about Inbound Marketing
The most common misconception about Inbound Marketing is that insurance agents can have someone design and maintain their agency website, then all the agent has to do is put his feet up on his desk and wait for the customers to come flocking in. Don’t make that mistake. Inbound Marketing is not passive. You still have to plan the work and work the plan.
Five Tips for Developing an Effective Inbound Marketing Plan
1) Follow the process.
Every Inbound Marketing Plan involves four essential steps. Keep this format in mind and stick to it. Everything else in your plan should fall under this umbrella.
- Attract Visitors
- Convert Your Visitors to Leads
- Close Your Leads
- Delight Your Customers
2) Write a Blog
Companies that blog even only once or twice per month attract up to 70% more leads than those that don’t. Don’t think you can write a blog? Assign the responsibility to someone else in your agency. Hire a professional. Just do it. Focus on subjects of particular interest to your target customers. Let your personality show. Integrate your blog with your website.
3) Contribute Content to Relevant Websites
It creates the impression of expertise and inspires interest from people your agency may not be reaching through its own site. Linking your contributed content to your agency site may attract a whole new clientele.
4) Make Your Site “A Beacon of Helpful Content.“
(That’s b-e-a-c-o-n, by the way. Not b-a-c-o-n.) That includes news, insights, and expert advice. It also includes using keywords that will attract visitors to your agency’s site.
5) Dress Up Your Digital Storefront
The eye-appeal and overall appearance of your site will have just as much influence on attracting visitors as a brick-and-mortar business façade. Perhaps even more.
This article has focused on the first step of developing a successful Inbound Marketing Plan because, without the first step, the other never happen. It’s also because, once you have their attention, you should already know what to do to convert, close, and delight.
Whatever you do, start putting a blogging plan into place. Imagine a 70% increase in leads! The American Agents Alliance is here to help you build your agency. Contact us and we will be delighted to help.
