In our last couple blogs, we’ve discussed how inbound marketing can help your agency increase sales by attracting interested prospects to you, along with the importance of buyer personas to deeply understand your target audience and segment your prospects meaningfully.
Once you’ve created buyer personas and segmented your prospecting list to align with those personas (as much as possible), it’s time to send out marketing campaigns. In this blog, we’ll examine how to create compelling, customized marketing campaigns that will attract prospects to you and help increase sales at your agency.
Step 1: Create compelling content
The crux of inbound marketing is the content you create—it is what attracts prospects to you. What do we mean by content? Essentially, this content can be anything that your prospect finds educational or beneficial, that is not sales-oriented. Ideally you also want the topics to relate back to your business, so that when a prospect downloads your content, it signals interest in a topic related to you.
“Content” can take a variety of forms, including blogs, ebooks, whitepapers, infographics, checklists, templates, timelines, guides and much more. The best way to decide what content to create is to think about each of your buyer personas, and brainstorm what topics would be compelling to them. For instance, an HR manager would likely be interested in a compliance checklist—and if a prospect downloaded it, that could mean their current broker isn’t satisfying their compliance needs, and signal an opportunity for you.
Step 2: Set up the logistics
One of the important aspects of inbound marketing is that some content is placed on a landing page, behind a form—requiring people to enter their email (and/or other information) in order to download it. These emails become new leads for you, as well as signal prospect interest, so this is an important step.
Additionally, you’ll want to do some planning. Perhaps you will create one new content piece every month, and run a campaign promoting that content the following month. You may choose to publish one or more blogs that align with that content as well. Note that the blogs should be freely accessed, but that you should link to your content piece to encourage downloads. Whatever your plan is, create a schedule so that you stay on track and consistently have campaigns to run each month.
Step 3: Create targeted campaigns
Once you have some great new content created, your landing pages set up, and your schedule created, it’s time to start executing your campaigns. Remember, these are not meant to be mass blasts to your entire email list; if possible, send just to one persona at a time to get the best results. When sending to that one persona, you can customize your email campaign and speak directly to that person based on your persona.
What does a campaign look like?
You can create campaigns however you like, but here is one sample campaign you could try:
- Email 1: Link to industry article on a similar topic as your content that month
- Email 2: Send blog related to your content
- Email 3: Send your featured content (make sure you use a landing page to require them to fill out a form)
- Email 4: Send a case study or testimonial from a happy client
You might be wondering why we emphasize having prospects fill out the form when you already have their email address. There are a few reasons. First, knowing who downloaded which content can be incredibly helpful in your sales process, as it can indicate interest on the prospect’s end, and show what topics piqued their interest—valuable knowledge for a producer. Additionally, you can use that form to collect other important information, such as role (if your list isn’t segmented yet), group size, or any other data you’d like to collect.
What if I don’t have the prospect’s email address?
This is a scenario where the download form is most effective. You can promote your content in other ways (such as social media or digital advertising campaigns) to collect brand new leads to add to your list. The great part about this is that rather than buying a lead list, you are collecting leads that have shown interest in your content, making them warmer and more valuable for sales.
Inbound marketing certainly can’t be explained in one blog, but it is an excellent way for insurance agencies to increase sales. If you want to learn more about this topic, be sure and check out this ebook, Inbound Marketing for Insurance Agencies.