Inbound Marketing for Insurance Companies, Agencies, and Agents

Want to get your business noticed? Want a leg up on your competition? If you answered yes to these questions, you need to get working on your inbound marketing! Inbound marketing is the best way for you to build relationships and tailor your offerings to each customer’s needs. But what is inbound marketing, and how exactly do you get your message out there?

Getting Startedshoes with the word start in front of them

Inbound marketing is a style of marketing that focuses on attracting customers to you. It’s a great alternative to more traditional, or outbound, marketing, which seeks out customers and tries to get their business with things like cold calls, email blasts, and direct mail. Customers these days are a little wary of that kind of outbound marketing, and instead tend to want to feel like they are in control of the choices they make, and to do their own research into the businesses they choose.

So, if you can tap into that desire by being there with engaging content and helpful advice when they come searching, inbound marketing can be great for your business. It can bring a good amount of traffic to your website and build trust with prospects, and eventually turn them into customers. One of the first and best ways to get started with inbound marketing is to focus on your current customer’s questions and use those to create content.

Give The People What They Want!

How do you answer the questions that customers have? You have to begin by putting yourself in your customer’s shoes. If you were looking for insurance, what would you want to know? What would you be searching for on the internet?

In general, most customers will want to find information on these 5 things:

  1. Price – The price of a product is most people’s number one issue, especially since the cost of living continues to rise. Customers will want at least a ballpark figure for insurance plans; it’s important to be as transparent as possible when answering this question so you can build trust with your leads.
  2. Comparisons– Most people will do some shopping around, and will want to compare their options before pulling the trigger. They want a side-by-side comparison of plans, so you should create some content based on the differences between their options. For example, you can do a comparison of insurance companies or specific plans: gold vs silver vs bronze, etc.
  3. Drawbacks – Not everything about insurance is perfect, but it’s your job to show prospects that insurance plans are all about protection, and purchasing one means they won’t have to deal with a large bill after receiving care. You can build trust by creating content that shows you understand and are being honest about the drawbacks of certain plans, such as high deductible plans.
  4. Reviews– Highlighting positive reviews is super important, because referrals are everything when it comes to business growth. Provide some customer testimonials to show that you can be trusted and that you offer excellent value and service. And if you have negative reviews? Address them promptly and respectfully, and use them to your advantage.

Inbound Marketing Tactics

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Creating meaningful content that customers need is a great way to attract new leads and keep current customers.

Your inbound marketing strategy should include content that you create and share in multiple ways. The main thing is to focus on helping people, rather than just selling to them, since sharing important information will make them trust you and trust working with you.

Again, inbound marketing is all about getting customers to come to you, so you need to (as inbound marketing experts say) “attract, engage, and delight” them with your content. You can start doing this by creating an engaging and resourceful website that will answer the questions of the average customer looking for insurance, as well as by posting regularly on social media.

While engaging on social media, pay attention to the questions you’re being asked by prospects, and use that to create valuable content, which can take the form of a blog on your website, or any number of other creative forms. For example, you can create videos and infographics, or even offer free downloadable guides. If you have a strong online presence and can answer the questions people have, you will be the person they turn to when they are ready to buy insurance.

If you are looking to grow your business, Benepath can help! We offer exclusive leads who are ready to buy, all you have to do is tell us when you are available to work with them. Benepath will provide you with better tools, more guidance, unsurpassed sales training, and techniques from the most successful agents and trainers in the industry, not to mention the best leads available. To get more information, fill out the form above, or call 866-368-0377.

Selling to seniors via video conferencing

The unaddressed truth behind Covid-19 is that until we get a vaccine, those of us who have an increased risk of serious health problems are going to need to remain socially distant even after the spike subsides. While a therapy for the virus could be found as early as June, a vaccine is much further away, with most experts looking at the end of 2020.

Adjusting to the times

For a variety of reasons, many of you prefer to sell face to face, and right now you can’t, for the safety of yourself and your clients.

You are left with one of three choices:

  • Stop selling
  • Sell over the phone
  • Sell over video

Why Video Conferencing

Seniors are not as tech-illiterate as many people think. In a study done by Amwell Health Solutions, data showed that 45% of American seniors have participated in video calls using FaceTime, Skype, and/or Google Hangout. Some seniors are even catching up to the new Zoom movement, using it to talk to their family and friends.

73% of seniors claim that faster health related services, such as insurance consultation, are the driving reason for their willingness to use video conferencing. Seniors have the will to participate, you just have to add this to your toolkit.

While calling could get the job done, you are missing an important layer – the visual cues. With phone calls we miss 50% of the conversation because you can’t see how the person you are talking to is responding. Video conferencing eliminates that limitation.

How do you do it?

So, how do you get seniors on the screen, not just on the phone? The first secret is that you have to make it easy. Best practice is to just have them click on a link you emailed them. You’ll probably need to include instructions on how to find the link, but the more simple you make the process, the more success you will have.

Ask the senior if they have used to using Hangouts, FaceTime or Skype. These popular systems are the most common, and you should adapt to their preferences. By adapting to their preference, the success rate of your calls will be significantly higher. While this may involve more flexibility on your end, it will undoubtedly benefit you in the long run.

The question “why you are taking meetings this way?” will come up, and be honest with them. Tell them it is to keep them safe in today’s environment. This expresses that you care about them as a person, not just a client, helping your overall rapport.

In conclusion

By incorporating live video into your sales process you’ll be able to:

  • See your customer’s visual cues
  • Share and go over your quality presentation materials
  • Build a deeper relationship with your customer
  • Make more sales!

And if you need help matching with Medicare insurance prospects, don’t hesitate to give us a call at 866-368-0377.

Consumers Love Surprises and Tend to Share Them With Others

This observation is definitely applicable to insurance marketing. Insurance can be interesting, fun, useful and of course necessary, but it does not need to be dull and boring and filled with difficult language. Video or T.V. viewers love pure surprises, the kind that make you smile, laugh and maybe clap your hands and exclaim: “That was a cool ad.” (Yes, it does happen.)

Consider this statistic: ninety percent of viral ads are humorous and pure humor triggers viewing and sharing. So it’s well worth getting your insurance marketing hat on and figuring out how to make “your” agency a leader in your community with well thought out ads that reach out and resonate with existing and potential customers.

Before you start your online campaign, be sure to target viewers who will share your message. People do share content for their own self-interest, in that it is social capital (being helpful and in the know) that makes them click the share button thus creating a viral ad campaign. It’s all about advertising symbiosis when advertisers (your insurance firm) and consumers in the market for insurance, find content mutually beneficial.

Be Scientific in Your Approach to Insurance Marketing

This isn’t as difficult as it may sound. It just involves a bit of thinking outside the box.

The first thing to consider is to avoid overly prominent branding – the in your face, repetitive, loud and pushy kind of branding that tries to persuade people to buy insurance. People do not like that. People also do not like huge logos, or logos in the middle of the screen. Instead, tuck brand images throughout the ad – referred to as brand pulsing. Viewership actually goes up by as much as 20 percent. For mobile use, keep the brand to the sidelines and focus on what value you offer to those wanting and needing insurance.

Sure, it takes a while to switch marketing gears to social media platforms, but once you have the idea, it gets a whole lot more fun and even easier.

Is Your Insurance Marketing Eye-Catching or Boring?

If it’s boring and even you don’t really recall the last campaign you sent out, it’s time to make some changes to your marketing strategy. If you want to figure out why your last perhaps not so successful marketing campaign, was a bust, ask yourself a couple of questions (we have more for you in later posts).

The first question you want to start with is “Aside from a policy feature you happen to provide and promote, what is unique in your marketing letter that makes it stand out in the marketplace?” Be brutally honest in your answer, as an honest assessment of a campaign lays the groundwork for a future successful one.

The second question to ask yourself is: “Was my insurance marketing letter only about features and benefits?” If it was, then you missed a golden opportunity to create a memorable piece by relating to potential conversions in a personal manner. This is relationship marketing and it is quite successful in selling not just a “product” but also the person selling the product.

If a potential buyer can relate to the person behind the insurance policy and come to trust and rely on them, selling a policy is not that difficult.

Do You Know How to Sell Yours Product?

While this may seem like an unrelated question to insurance marketing, it is a valid one. Not everyone knows how to sell a product or service. While for some selling comes naturally, others struggle. This does not mean you cannot learn how to sell.

It is a good thing to remember that a product, particularly insurance, does not sell itself – not without the help of a well-trained, personable and knowledgeable agent. The number one thing to remember is that no insurance sale can be complete without a competent agent. You need to be able to self yourself to others because the product will not necessarily appeal to people on its own. You are the key to making people buy insurance.

Next, to be great at sales, you need to know your product. You will need to train diligently to know the product. You knowledge of insurance policies will allow you to explain your product to your clients. This will help attract new leads.

Frantic to Get Large Numbers of Leads?

Leads are the uncontested lifeblood of your insurance agency – the best way to grow. So what are some of the best ways to attract new customers?

Most agents will often focus on attempting to obtain as many leads as possible. However, hasty connections are not likely to produce the results expected. Part of insurance marketing is forming lasting relationships with leads.

To find and keep the best leads, agents need to develop the right offers for the appropriate groups of leads. For example, developing the most well suited pricing and policy combination for seniors in need of Medicare/Medigap coverage.

Creating a strategy that is well suited to every group of leads, pays off by getting your agency new leads and creating lasting relationships. Developing a focused strategy, rather than running frantically trying to sell just about everything to anyone, will grow your agency as a trusted source of insurance.

Ever Thought About These Tips For Insurance Marketing?

While the internet is saturated with insurance marketing advice, there are a few established techniques that any insurance agent can implement into their marketing strategy.

Keychain tags are one of the oldest tricks in the book. Insurance agents can find benefit in providing keychains to their customers. Offering keychain tags can make sure clients have your contact information readily available when they need it – like if they have an accident or a house fire. Customers will appreciate having your contact information if they are faced with an emergency. In unpredictable weather, — like foods, hurricanes or tornadoes — in earthquake areas, or even after an accident requiring medical attention insurance is a must. Make sure your clients know how to get a hold of you fast.

This next tip is a great tip for existing clients, particularly those with a cell phones, tablet or other form of e-device. Encourage clients to program your insurance agency number and your business cellphone number into their devices in case they have a claim or a billing question. Imagine that someone asks them for the name of a good insurance agent and they have your information right at their fingertips.

Maybe you find yourself with some business, but would like to receive more referrals? If so, then ask for them. However, getting referrals is not that easy, as clients will not give you a referral if they did not receive the adequate amount of attention. As it turns out, many agents do not keep in touch with clients on a regular basis and check to see how they are doing. This is not a good strategy for you get referrals. To successfully obtain referrals, build relationships with your clients and always provide great customer service. And if you are out of ideas on how to get referrals, check out this website that lays out how agents can get more referrals.

If you need more resources on marketing an insurance agency on your own, then check out the Insurance Website Marketing Bible here: It is free for insurance agents and has many other helpful marketing tactics and suggestions.

How to Stay on Course Marketing You and Your Insurance Agency

Insurance marketing is not as simple as it may seem. And to get where you want to go, you need to make a step-by-step plan to get there.

Right from the moment you decide to open your insurance agency, you need to know why and how you will accomplish your goal. Many reasons for opening an insurance agency exit. Maybe you want to work independently, be your own boss. Or maybe you want to work solo. Once you make the decision to start your own agency, you need to know how to get there.

Once you take care of the logistics, like finding the location of your office, completing the necessary paperwork and finding the right team members it is time to think about your marketing strategy.

Not so sure you want to market online? In the age of the internet a business without an online marketing strategy will not make profit. Using a well-established marketing strategy to your advantage will allow you to unleash the potential to reach an infinite audience.

When it comes to planning a marketing strategy you are bound to find numerous pieces of advice on the best strategy for your business. In fact, there is no one golden rule for successful marketing. Depending on what your business is, what is sells and who its target audience is, your marketing strategy will differ. The best piece of advice is for you to try the various marketing strategies available one at a time to see what suits your marketing plans and communications style. Just remember, be consistent once you find your niche.

Next, give some thought to personal branding or attraction marketing. You are not just selling insurance policies, you are selling yourself first. How do you sell yourself? This can be done by employing various marketing strategies like blogging and using videos. Both these options allow you to showcase you and well as your product. They allow you to demonstrate to others your knowledge and expertise, that you are reliable, have a good product and provide great customer service.

If you set out with a clear and attainable goal, then you should see that your new marketing agency will flourish. Remember that first you have to establish a marketing plan. After trying out and testing what works find the strategies that are best for your business. In the process of marketing your agency, do not forget that in sales, the product is only half of the equation. You and how you market yourself make up an important factor in sales. However, if you take some of this advice and stay the course every day, working on building your company, you will see success.

Insurance Marketing Means Remaining a Diligent, Perpetual Student

If the thought of remaining a student of insurance marketing seems depressing, it should not be. It only means that to be a success, you need to be diligent, up-to-date, persistent and a smart marketer.

Being an insurance marketing student is not like you remember high school or college. Running an effective and successful marketing agency is impossible without constant education and personal development. Studying the latest trends, products, marketing approaches, lead generation strategies and what the competition is doing is the key to your success. Perfecting your marketing and sales skills is key to gaining leads and making profits.

Below are some examples of what you can do to help propel your agency forward.

1. If you are an agent looking for a good place to work from and grow into, make it your goal to find an agency or a broker that leads by example, challenges and motivates agents to succeed.

2. If you are a broker looking to grow your business, invest heavily in self development. Make sure you have an established marketing platform, an effective and efficient way to work leads, and a clear cut method of following up on leads and appointments.

3. No matter whether you are an agent or broker, never underestimate the power of having a good mentor. Choose someone who really knows what they are doing, has the answers and is a personal business success.

The key to marketing success is being persistent. If you want to be a success in selling insurance, then you need to study sales tactics, timing strategies and you need to master all technical aspects of running your agency. Persistent agents and brokers who take the time to develop their skills and techniques are more successful. Even when they are faced with challenges they never lose sight of their dreams.

Stay diligent. Be a student and keep learning. That is the way to grow a successful business.


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