Your insurance website should highlight your value proposition and reflect the professionalism and quality of your organization. The proper design and development of your site is the cornerstone of your web marketing efforts.
Design, functionality, accessibility, and search engine optimization are four critical aspects of developing a professional, effective, and current website. Leveraging a website with these qualities will result in better traffic and leads and a rich and engaging visitor experience.
The importance of content cannot be overstated. Without it, your website, your brand, and your identity will fade into nothing. But what is content? As an insurance agency or broker, you need to develop value proposition videos, informational PDFs, testimonials, infographics, relevant resource links, and more.
In addition to making your website more attractive to clients, prospects, and search engines, content can be leveraged to make your on-site and email-based calls to action more compelling.
As you begin to populate your website with relevant, compelling content, it’s important to share that content. Don’t wait for prospects to come to you – spread the word! Blogs that are active and offer engaging content build followings and boost the prominence and credibility of your site.
Additionally, your blog will prove a highly useful tool in promoting attendance of webinars you produce, readership of newsletters you distribute, and the popularity of other channels through which you reach out to prospects.
Once you’ve built a professional website, developed compelling content, and begun to share content with your prospects, you’ll need to build a list to take your outbound marketing to the next level. Preferably multiple lists.
Your lists must contain the data necessary for you to communicate through your preferred channel. Emails are crucial, but phone numbers for follow-up calls can also be very helpful. Company size and other data will be of use as well. But above all, accuracy is key.
Email marketing is a professional, adaptable, trackable way to reach out to large numbers of prospects at once. But what’s your message? If you value proposition isn’t succinct and compelling, you run the risk of losing them the minute they open your message.
Additionally, complaints from unhappy recipients can cause you trouble. The most effective, trouble-free email marketing stems from an educational, informative message. Don’t sell your product or service, let it sell itself.
After all the videos and blogs and social media and email campaigns and educational webinar series, you still have to close the deal. All of those tools exist to bring the prospects to you. In order to close, you will often need a live call.
When your calls are warm leads who have previously expressed interest in your content and/or brand, your close ratio increases dramatically. Leave the cold calls where they belong – with the rotary phones, beepers, and fax machines of the 20th century.