Prospecting is a vital part of any broker’s business, but it isn’t always the most fun—especially when you’re making cold calls and getting a lot of rejections. Of course, cold calling isn’t the only way to find new leads, and in this blog, we’re going to discuss an approach that is gaining popularity today: inbound marketing.
What is inbound marketing?
You’ve probably heard of inbound marketing but aren’t exactly sure what it is. Think of it as the opposite of more traditional types of marketing (cold calling, mass mailing, advertising, etc.). Instead of interrupting the prospect and demanding their attention, inbound marketing aims to attract prospects to you using compelling, educational content.
Here’s what the process looks like:
- You create a piece of content (perhaps an ebook) and promote it on your website, using social media, or other means
- A prospect is interested in the content topic and clicks on it
- The prospect is brought to a landing page where they must enter their name and email address to download the content piece
- The content is compelling enough to the prospect that they are willing to enter their information in exchange for instantly downloading it
- You now have a new lead—and a warm lead, at that
Benefits of inbound marketing for insurance agencies
You may not realize it, but inbound marketing is actually a great fit for employee benefit insurance agencies. Why? The nature of your business entails that every prospect you pitch already has a broker, so cold calling and other “interruption” techniques aren’t very successful if the employer isn’t looking to switch.
However, inbound marketing brings interested prospects to you, and lets you know when they are potentially ready to have a conversation.
- The prospect chooses to give you their email address
- Assuming the content they download is related to an insurance topic, it shows interest in exploring options or perhaps discontent with what the current broker is offering
- Once you have an email address, you can track how many emails a prospect opens, how many content downloads, and other actions—to tell when you have a very warm lead
- Because you are starting with a warm lead, the sales cycle is naturally shorter and your close ratio will improve, compared to starting with a cold lead list
Ready to get started?
If you’re convinced that inbound marketing may be the right fit for you to gain more leads and win more business, be sure and download this resource for more information: Inbound Marketing for Insurance Agencies.