Over the last two weeks I’ve expanded on the See Think Do content marketing framework created by Avinash Kaushik. I’ve discussed content marketing tips and ideas for both the top of the funnel and the middle of the funnel. This week I’ll share an insurance agency marketing plan for the bottom of the funnel that will help you drive more conversions through content.
The Bottom of the Funnel in the Insurance Agency Marketing Plan
In the context of the See Think Do content marketing framework, the bottom of the funnel is aligned to the Do stage of the buyer’s intent. In order to effectively create content that’s deemed relevant by members of your audience at this stage, you need an understanding of the Do stage for your insurance agency marketing plan.
Do stage intent is defined as people who are ready to make a purchase. For you as a benefits broker, audience members at this stage can be described as employers who need employee benefits services, want to work with an insurance agent, and are ready to sign a BoR right now.
When you visit most insurance agent websites you tend to see the same call to action (CTA) for this stage – Get a quote today! You may think this aligns with the definition of Do stage intent, but it doesn’t.
When an employer is at the Do stage, they’ve decided they want to work with a broker and are ready to sign a BOR. But, they haven’t decided if you are the broker they want to work with. When thinking about your insurance agency marketing plan and looking at your website’s homepage with this perspective in mind, does only having a CTA that says “Get a quote today!” help them decide if you’re the right broker for them?
Even though you have copy on your homepage that explains your value propositions, you should complement your value props with content that helps them decide why they should choose you. Here are some examples of content that will help accomplish this:
- Case studies
Incorporating this type of content into your insurance agency marketing plan will help you influence your audience’s purchasing decision, and guide them to conversion.
Chances are you already understand what a testimonial is, and its purpose. If not, you can check out my previous blog on video marketing ideas to learn how to create a video testimonial. For the purpose of this blog I’ll be explaining why and how you should use testimonials as a part of your bottom of funnel insurance agency marketing plan.
Last year, New Horizon Insurance Marketing did a study on 50 insurance agency websites and the results weren’t very flattering. A whopping 38 out of 50 agencies had no testimonials anywhere on their website.
If you don’t have testimonials on your site, you should consider adding this type of content to your insurance agency marketing plan. Considering that 88% of online consumers state they’ve been influenced by an online review, it’s safe to say you may be missing out on closing more opportunities without any testimonials.
It’s important to note that simply plastering some testimonial videos on your website isn’t enough in the digital era. You need to be able to track and measure the success of your content. In this case you should measure content success by unique visits to your video’s landing page, completed views, and total number of views.
Tracking these metrics will help you optimize the next testimonial video you make. After reviewing data, you’ll know if to make changes to the storyboard of your video, or the specific attributes of your agency your customer speaks on in their testimonial.
Hosting video testimonials can help you drive leads to your website. You can share the link for your testimonials in email campaigns, on social media, in blog posts, and a number of other channels.
Employers at the Do stage navigate through your website to find out why you are the right broker to meet their specific needs. Case studies give your audience real-world examples of how your service can benefit them in the context of specific company size or vertical.
Even though case studies may vary slightly from customer to customer, the core messaging should be consistent: how your services have helped existing customers overcome challenges, achieve their goals, and why they consider you an important resource to achieving future goals.
When thinking about your insurance agency marketing plan, case studies can impact your sales process. You can refer to case studies during meetings with prospects. Showing a prospect a case study that profiles a customer who is in a similar industry, location, or has a similar company size can go a long way in highlighting how you can meet their specific needs.
Creating a case study requires a few simple steps:
- Select a diverse set of loyal customers to help your case study highlight how your agency meets specific needs.
- Reach out to your potential participants and explain the process to them.
- Outline questions that are specific to each category you’re trying to highlight, and allow your customers to share measurable data. Here are a few examples:
- Employee participation rate
- Time saved in enrollment
- Employee satisfaction
- Have your case study designed in a clear, and informative layout.
Case studies are a great way to share measurable data to your audience at the Do stage of buyer’s intent, and influence their purchasing decision in the process. You can share case studies during in-person meetings with prospects, share them in email campaigns, or host them on your website – whichever route of distribution you go, make sure to get the ok from your customers first.
As I shared before, 88% of online consumers state they’ve been influenced by an online review. That’s why this simple content is crucial in today’s digital landscape. You just need to consider the popularity of Yelp to understand the significant role reviews play in the Do stage of buyer intent.
You can share quotes directly on your homepage like in the example below.
These types of reviews will give audience members at the Do stage a quick snapshot of your agency’s strengths as described by other employers. Additionally, If you have ratings turned on for your Facebook page you can also ask loyal customers to share reviews on social media. This will add consistency across different channels as audience members at the bottom of the funnel consider signing a BoR with you.
Final Thoughts About Insurance Agency Marketing Plan
Changing your perspective on what content is relevant at the bottom of the funnel will help you drive more conversions. The See Think Do framework will help you audit your content and website to determine if you need to make changes to your insurance agency marketing plan.
The approach I shared with you today will help you create a tailored experience for audience members at the bottom of the funnel – and close more sales in the process. Subscribe to the Broker Tool Belt to stay up to date on the latest strategies to help you grow your business.