how insurance agents build relationships through content marketing
TRANSCRIPT
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How Insurance Agents Build Relationships
Through Content Marketing
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What We’ll Cover Today1: Why Content Marketing?
– The value and purpose of it
2: What Is Content Marketing?– What it looks like and can do
3: How Does It Work?– Actual business results
4: How OutboundEngine Works for You– Overview of your content marketing
5: Q&A
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Part 1: Why Content Marketing?
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Content marketing is a way of communicating with your audience through interesting, entertaining, and informative materials that are intended to help, not sell.
Part 1
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Purpose
Help you retain policyholders and generate word-of-mouth referrals from them.
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Value
Content marketing sets you apart from your competition, helps brand you as a trusted resource and grows your business.
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The old methods don’t work.
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Less Expensive
Content marketing costs 62% less than traditional marketing.
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More Effective
Content marketing generates 3 times more leads than traditional marketing.
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Customer Acquisition vs. Customer Retention
It’s 6 - 7 times more expensive to acquire new customers than it is to retain an existing one!
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The Brutal Truth
Your policyholders are tired of being inundated with irrelevant messages, which is why they tune out traditional marketing...
...but you can change that!
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Give Them a Reason To Love You
• 90% of consumers find custom content useful
• 78% believe that organizations providing custom content are interested in building good relationships with them.
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Part 2: What Is Content Marketing?
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Content marketing is the planning, creation, promotion and measurement of content for a specific audience to influence a business outcome.
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What Content Marketing Is Not
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What Content Marketing Is Not
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What Content Marketing Is Not
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Content marketing is an experience.
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Not as New as You Might Think
John Deere’sThe FurrowMagazine
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Not as New as You Might Think
BlueCross BlueShield of Texas
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Not as New as You Might Think
Red Bull
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Help, Not Sell
If you sell something,you make a customer for a day, but if you help someone, you make a customer for life.
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Connect with People Beyond Your Business
“Speak to the dog, in the language of the dog, about what’s in the heart of the dog.” - Roy Williams
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What It Looks Like
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The 5 Business Benefitsof Content Marketing
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1:
Keeps Your Policyholders Engaged
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2:
Builds Long-Term Relationships
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3:
Grows & Nurtures Your Relationships
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4:
Supplements What You Already Do
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5:
Brands YouPersonally and Professionally
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Part 3: How It Works
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How It Works
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Great for New & Repeat Business
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Retention of Your Policyholders
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Consistently Delivered
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Referrals, Referrals, Referrals.
69% of insurance agency new business clients come from client referrals.
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The Vision Part 1
What does content marketing look like for your existing policyholders?
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The Vision Part 2
What does content marketing look like for building upyour referral business?
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Part 4: How OutboundEngine Works
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Social Media: Facebook
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Social Media: Twitter
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Social Media: LinkedIn
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Business Profile Page
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Referrals
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Quick Look into the Dashboard
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RECAP
1: Why Content Marketing?
2: What Is Content Marketing?
3: How Does It Work?
4: How OutboundEngine Works for You
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QUESTIONS?