In today’s world, good marketing is centered around content. Consumers are faced with seemingly endless options for whatever service they need. Creating and sharing the right content is how businesses stand out from the crowd and build trust with their audiences. At its core, good content is about offering something valuable to your target market in the places they’re most likely to be. Value-driven content will engage the insurance consumers you want and deepen their relationship with you.
Where to Start
Creating articles or short videos that answer common insurance questions is a great place to start. Luckily for agencies and brokerages, insurance is something that everyone needs and few people understand. Help potential customers understand what will or won’t be covered under common car insurance policies. Explain the factors that affect the cost of their coverage. Educate them on the best way to keep them and the things they care about protected. These are great ways to build trust and show your audience that you’re a valuable resource.
Don’t just talk about insurance! One of the most powerful things your content can do is demonstrate that your office is full of real people that are members of the community they serve. Take time to celebrate the lives and successes of your team members. Better yet, get involved with your community. Every time you work with a charity or get involved with an event you create an opportunity to document and share that you care about the people you serve and work with.
Discover who your audience is by gating your content. When you create a piece of content that offers extra value, require your audience to exchange their contact information to access it. Maybe a guide for first time homeowners if you’re focusing on personal lines, or an ebook about protecting your business from liability if you’re focusing on commercial lines.
Your content should not focus on a sales-pitch. The primary message should be that you’re a member of their community that can be a valuable resource to keep them protected. You’ll want to save the more direct messaging about the services you offer until after you’ve earned their trust and acquired their contact information.
The Marketing Funnel
When you share content with your audience you are ushering them through something called a “marketing funnel”. Depending on where a person is in this funnel will provide the guidelines on what kind of content is best to share with them.
Your marketing funnel is a journey your audience goes on to become a customer. It breaks down into three stages:
- The top of the funnel is the broadest, where people are still unfamiliar with your brand.
- The middle of the funnel is for people who are aware of who you are and what you do, but might not be ready to become customers.
- The bottom of the funnel is the narrowest, filled with people who have come to trust your brand, and will be the most open to the services you offer.
Keep in mind that good content for any stage in the journey will be appreciated by people further down the funnel.
Top of Funnel
Top of funnel content is all about brand awareness and building trust, such as content celebrating your staff and the ways you support your community. This is the perfect fuel for your social media feed, and should always include a way to drive people back to your website, even if it’s just a link attached to your company’s profile picture.
Don’t forget to post and write about content like this on your website as well though! Doing so will improve your SEO for your local audience and make it easier for people to find you when searching on Google, Bing, or any other search engine.
Just because content like this is perfect for people at the top of your funnel doesn’t mean people further in the journey don’t want to hear it though. Even your current customers will appreciate hearing about the people in your agency and how they support their communities when they read about it in an email newsletter.
Middle of Funnel
This content will be more closely related to insurance, but isn’t pushing a sales pitch too hard. It’s okay to include a call-to-action to learn more about your services or request a quote, but such things should be treated as a footnote.
Helpful videos and articles answering common questions should be posted on your website to make it easy to share a link on social media posts, and make it easy for people to sign up for email alerts about future posts like these.
This kind of content is ripe for using a portion of your marketing budget on some paid advertising to reach a broader audience of insurance consumers. Content like this should also be used in email campaigns leading up to a more direct ask to learn more, targeting contacts that have shared their emails with you previously.
Bottom of Funnel
This is content to convert a target audience with a high likelihood of needing an insurance policy. It should be more robust than an article or quick video, offering guidance to people such as new homeowners or business owners.
Bottom-of-funnel content should require prospects to share their contact information in order to access it. The policies you sell related to their needs should still be a peripheral element of the content, but it’s okay to call out the ways you can help more directly at this stage.
This type of content should be shared and boosted on social media, and should always be followed up with an email or even a phone call encouraging people to learn more about your services or request a quote.
To succeed at content marketing you need only follow these simple steps:
- Understand your audience’s needs
- Build their trust by showing you’re real people that care about their community
- Show them that you’re a valuable resource to help keep them protected
- Encourage them to learn more
We know that getting started can be a daunting task. At Agency Revolution, we aim to make it as easy as possible for insurance agencies to grow their business and become more efficient.
In order to help get you going, we offer a regularly updated content library, custom website, and pre-built email and social media campaigns in our Attract™ digital marketing hub. For those that need a little more guidance, you can work with a dedicated marketing coach when you sign up for Elevate™.
Let us help you kick off your content marketing effort today!