Insurance Technology Featured Article

5 Ways Content Marketing Helps Insurance Agents with Referrals

August 10, 2015
By Special Guest
Branndon Stewart, Founder & CEO OutboundEngine

For insurance agents, referrals are an important component to help their businesses grow. Agents who employ content marketing aim to increase referrals by maintaining long-term relationships with policyholders.

What is content marketing? Content marketing communicates with clients through interesting, informative material that’s intended to help rather than sell. Providing useful, relevant content not only gets clients’ attention, but it also keeps the agent top of mind, which increases the likelihood of a referral to family and friends. (By the way, the latter group is four times more likely to buy if they’re referred.)

Still not convinced this form of marketing is worth it? Here are five big benefits for insurance agents who take the plunge into content marketing:

1. Brand Yourself, Personally and Professionally 

Insurance agents have more to offer than policy bundles and discounts. Blogs, newsletters and social media promotion are great ways for agents to build their brand and position themselves as industry thought leaders. Share content that showcases expert knowledge of relevant, industry-adjacent topics. Policyholders will come to see their agent as a helpful resource rather than just the person who handles rate quotes and claims. Then they are more likely to share both your content and your contact information with friends and family.

2. Get and Keep Clients’ Attention

Even if insurance agents are reaching out to their policyholders on occasion, it doesn’t mean rapport is being built. Relevance, quality and timing matter. Well-strategized content marketing can result in satisfied policyholders who trust their agents and are eager to read what they have to say. The idea is to grab policyholders’ attention, demonstrate expertise and stay top of mind.

3. Nurture Existing Relationships

Just like new policyholders, long-time clients shouldn't be forgotten. Crafting a well-planned content marketing strategy keeps an agent relevant beyond renewal and keeps clients interested in what their insurance agent has to say. Consistently useful content turns insurance agents into opinion leaders in the industry, which results in top-of-mind status and, ultimately, referrals. Engaging through social media by repurposing existing blog posts and newsletter topics is a great way to start conversations online with policyholders and grow those relationships. 

4. Supplement Your Standard Services

Content marketing doesn’t replace what insurance agents do. While insurance agents would love to talk with their policyholders regularly to ensure high-quality customer service and client retention, it can be a difficult feat. Content marketing provides a way to stay in touch on a consistent basis while growing strong client connections with trusted expertise. When an insurance agent who takes advantage of content marketing makes contact with a client, the conversation will feel like it never stopped. 

5. Foster Long-Term Relationships 

With all that an insurance agent has to do in a given day, it can be difficult to build strong relationships with each individual client. Gaining policyholders’ trust sooner rather than later is critical in establishing a mutually beneficial, long-term relationship. Content marketing helps bridge that relationship-building gap by keeping your name in front of your client with helpful or interesting information.

Sharing content that covers topics policyholders care about establishes insurance agents as a trusted resource and makes them more relatable. Those who trust their insurance agent want to stay with them and feel confident referring friends and family when the opportunity presents itself.

This trust, built with content marketing, nurtures the opportunity for business growth via referrals. Insurance agents using this strategy can remain relevant and top of mind with all of their clients. 

About the Author:  Branndon Stewart is Founder and CEO of OutboundEngine which he founded in 2012 to help small businesses take advantage of the benefits of content, email and social media marketing. Prior to starting OutboundEngine, he spent 15 years helping several Austin. TX-based startups become category leaders.




Edited by Peter Bernstein

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