In the game of online insurance marketing, push has turned to pull.
Myriad statistics now point to the fact that marketing techniques of old, such as telesales, TV ads, and direct mail are no longer as effective and efficient as they used to be in terms of brand building and generating insurance sales leads.
Marketing approaches need to evolve with changing consumer behavior. Because of the busyness of modern life, consumers no longer like to be interrupted with messages they do not find relevant to their activity as much as they used to.
This is not to say though, that disruptive techniques are no longer effective as a marketing approach.
New techniques dictate that independent must build relationships with their potential clients, before interrupting their routines with a sales pitch.
An effective tactic could be a well-designed website that reinforces the company’s brand equity. Multi-channel content creation pulls consumers to the insurer’s products and services of their own accord.
Relevant and helpful content builds trust among customers and prospect which propels efforts to find new customers and retain existing ones.
Trust is the basis of successful inbound marketing campaigns, and attracting people to your brand requires a well-constructed website that is easy to navigate, informative, useful, and responsive to their specific needs.
Next, content that educates users about the niche of your products in their roster of necessities converts these visitors and prospects to legitimate leads and customers, thus nurturing your relationships with them, which in turn, opens up opportunities for the use of well curated traditional marketing approaches.
