Digital Inbound Marketing for Insurance Agents

Inbound marketing has become a buzzword. But what does it mean, and how does it apply to insurance marketing? A business without a website and strong “digital footprint” is missing out on huge growth potential. Smart independent agents are turning their web presence into lead generation tools.

What is Online Inbound Marketing?

The key to inbound marketing is to capture interest that already exists, rather than trying to generate new interest. Inbound marketing for insurance agencies works by creating helpful content and becoming a resource for potential clients. Since the insurance industry is always evolving, savvy independent agents can truly become a source of clarity for consumers, positioning themselves as trusted experts and authorities.

The key to inbound marketing is to capture interest that already exists, rather than trying to generate new interest. Inbound marketing for insurance agencies works by creating helpful content and becoming a resource for potential clients. Since the insurance industry is always evolving, savvy independent agents can truly become a source of clarity for consumers, positioning themselves as trusted experts and authorities.

How Inbound Marketing Works

In the online space, there are two sources of visitor traffic: paid and organic. Although inbound marketing can be initiated from a paid source, such as the Google Adwords advertising platform, many inbound marketers use organic or “earned media” to be discovered. This can include content creation like blog posts, videos, whitepapers, and infographics.

Once you’ve attracted visitors to your website or social media profiles, it’s important to keep them coming back. For inbound marketing to work, a kind of online relationship must be formed; this could be maintained with an email newsletter subscription, a social media following, a bookmarked website, and more. In one form or another, the relationship needs to be nurtured, and these ongoing digital touch points are at the core of inbound marketing’s success.

Points To Make Your Inbound Marketing a Success

  • Target a specific audience. Focus your message on that group.
  • Use social media effectively. Post regularly and remember who your audience is.
  • Blog with consistency, placing an importance on quality and relevancy.
  • Use marketing materials like eBooks and blog posts to address the most common questions and concerns of your ideal customer.
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