As a business owner, it’s your job to grow your business. And one of the best ways to do that is through marketing and sales. However, having a significant lead-time before your customers actually purchase your products or services can be time-consuming, especially since you’ll likely be working with several different insurance providers. That’s why it’s essential to have an efficient online marketing strategy in place. With the right tools and the right knowledge, you can use digital marketing to attract more business and convert more potential customers into paying customers.
Why Digital Marketing?
Marketing to an audience that is almost always online provides several significant advantages. First, you can target the right audience with your marketing efforts. Second, you can create a highly effective marketing platform that can be accessed anytime, anywhere, by anyone. Third, you can track the results of your marketing strategies in real-time and adjust your plans as needed. And finally, you can use digital marketing across all platforms (i.e., Web, mobile, and social media).
When used effectively, digital marketing provides several distinct benefits to insurance companies and businesses in general.
What Is Digital Marketing?
Traditionally, marketing has been considered the work that is done to attract customers to your business. But, in reality, marketing encompasses much more than just trying to get people to come to your store or website. Instead, it represents a strategy for gaining and maintaining customers and establishing yourself as an expert in your industry. In order to accomplish this, you need to use multiple platforms (i.e., Web, mobile, and social media) to capture and maintain an audience across different media types (i.e., text, video, and infographics). In other words, the way you market your business depends on your target audience.
The Many Benefits of Digital Marketing
Since the digital environment is constantly evolving, it is essential to stay up-to-date with the latest trends and technologies that can help you improve your marketing strategy. As a result, you can use a content marketing manager to create engaging and sharable material, such as blogs, eBooks, and webinars for prospects to consume.
The great thing about content marketing is that it doesn’t require a huge budget to produce and disseminate high-quality content. As a matter of fact, you can put in place a cost-efficient and systematic content marketing strategy with the following tools:
- A content curation tool such as BuzzStream to pull content from trusted sources and put it in one place.
- An editorial calendar that helps you plan out content and resources based on when and where your audience is consuming content.
- A social media toolkit that helps you build and engage with audiences across different platforms.
- A lead-generation tool, such as HubSpot, that helps you identify and connect with potential customers who are actively looking for your products or services.
By taking the time to establish a content marketing strategy, you’re guaranteed to see improvements in lead generation, brand awareness, and industry authority.
How to Use Content Marketing to Improve Lead Generation
While advertising is crucial for getting the word out about your business, traditional advertising methods often don’t work as well in the digital world. Instead of focusing on attracting new customers, you should be focusing on attracting potential customers who are already interested in your product or service. And to do that, you need to create content that is highly relevant and sharable.
Depending on your target audience, you can choose from a variety of content types to engage with them. When creating content, it’s important to consider:
- The main goal of your content
- The role of your brand in the content
- The target audience for the content
- The style (i.e., format) of the content
- The distribution platforms for the content
- The pricing plan for your product or service
For example, if your goal is to raise brand awareness and interest in your fashion brand among millennials, you can use content on social media platforms such as Twitter to establish yourself as an authoritative voice in your industry. To drive clicks and leads to your website, you can use content on blog platforms like Medium to share your expertise and attract potential customers who may already be familiar with your brand.
Creating Brand Awareness
According to HubSpot Blogs research, 65% of consumers feel that learning about a brand through its marketing materials is one of the most effective ways of learning about it. And it makes sense. Why should someone have to try a product or service before buying it? With so much information available online and social media, potential customers can easily learn about your product or service without having to take the risk of buying something they’ve never tried before.
One of the best things about digital marketing is that it allows you to create multiple paths for people to learn about your product or service. Instead of relying on traditional marketing methods, which can be heavily influenced by hype, you can use digital marketing to educate and inform your audience about your product or service in a way that is authentic, compelling, and un-promotional.
Establishing Yourself As An Industry Expert
If you’re unable to create relevant and valuable content for your target audience, you run the risk of losing customers, especially in the online world, where search engines can easily bury you under excess advertising. And while you’re at it, Google Ads can also negatively impact your wallet, especially if you’re using them incorrectly. To establish yourself as an expert, you need to regularly publish content that is useful, authoritative, and authoritative.
To publish content that is likely to be noticed and shared, look to the reputable brands that already enjoy a great deal of social media engagement. And remember: a successful social media career isn’t decided by the number of followers you have; it’s decided by the quality of your content.
The Role of SEO in Digital Marketing
Since the Web is so vast and constantly changing, it’s important to have a search engine optimization (SEO) specialist work with you to ensure that your website is appearing in the right place when potential customers are searching for information about your product or service. To do this, they’ll need to analyze how others are implementing SEO strategies for their sites, looking at metrics such as:
- User engagement (i.e., amount of content on site, comments, and social media engagement)
- Rankings on search engines (i.e., Google, Bing, and Yahoo)
- Traffic to site
- Pay-per-click conversions (i.e., visitors who click a paid ad and then buy the product or service)
- Reviews of the product or service (i.e., from Google, Yelp, and others)
The key to a successful SEO strategy is to focus on quality over quantity. And you should do the same with your digital marketing strategy. While it’s important to have a lot of content, content that is thin on value won’t earn you very much in the long run.
Keeping up with all of this can be difficult, especially since it’s often hard to predict what will work and what won’t. And that’s why you need to experiment with several different marketing methods until you find the ones that work best for you.
Digital marketing can be confusing and seem like a lot of work. But with a little planning and strategizing, you can use multiple platforms and tools to significantly improve your marketing efforts and reach new customers.