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Digital marketing for the insurance sector: 5 reasons why you should go inbound

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Digital marketing for the insurance sector: 5 reasons why you should go inbound

When carrying out a marketing strategy, the first thing to be clear about is the objective you want to achieve, since this will be the one that helps us redo the planning of actions to be carried out.In this post I want to talk to you especially about marketing strategies focused on the insurance sector, so, as I have told you, the first thing will be to establish a goal.list_altIndex of contents
Inbound Marketing Fundamentals
5 reasons why inbound fits in the insurance industry
Inbound belgium mobile phone number tips based on a real project
If we think that we are in a B2C company, that is, that sells services to the final consumer, we can say that the objective to be pursued is to increase the number of policies that the consumer has to take out.Among all the strategies that can be carried out to achieve this objective, inbound marketing stands out as an ideal strategy for the insurance sector, due to the type of project, the end consumer and the maturation process it encompasses. a product like this.

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Therefore, this article interests you if:You are considering working on an inbound strategy.
You work in the insurance or related sector.
You want to know more about inbound marketing.
If you meet some of these three requirements, or maybe all three, I encourage you to read on. You are interested in what I am going to tell you!Do you like what you are reading? Subscrie to the blog!
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Inbound Marketing Fundamentals
Before we go directly to assessing inbound marketing within the insurance industry , let’s do a little review on some basic concepts of inbound marketing.Inbound marketing is the only marketing methodology that, Betting Email List the same resources every month, allows you to achieve a growing flow of visits, registrations, business opportunities and sales. To achieve this, the creation of specific content is carried out combined with the use of different marketing software, which allows strategies of lead nurturing, lead scoring, content personalization, etc.Do you already know everything about lead nurturing and lead scoring? Access the full PDF!
All this allows creating a business generation machinery that works in an automated way from the first time a user visits the web until this user becomes a customer when making a purchase.

As with the process of buying a customer, an inbound marketing strategy also goes through several stages, ranging from generating general and anonymous traffic to achieving real customers (those who end up making a purchase or transaction), going through the conversion into records or leads (people with names and surnames, and other data).Ander App Image 1As I have mentioned, inbound marketing goes through different phases, just like a user does before becoming a customer, and that is what is known as “funnel inbound”. Of this funnel it is important that you know the main phases and what should be done in each of them.Attraction (Attract): in this first phase the aim is to attract users to our website. For this, different marketing techniques are carried out, such as content writing, social media management or SEO strategies, all of them with information that is useful to satisfy the needs or answer the doubts of our target audience.
Conversion (Convert): once we have visits, the next phase is to convert them into leads, that is, get the visits to leave us some of their personal data such as name and email, so that we can start the rest of the processes . To do this, users must be offered valuable content, such as ebooks or checklists.
Education (Educate): after having converted, these users who have left us their contact email begin to receive information appropriate to their phase of the purchase cycle. For this, it is important to carry out the tasks of lead scoring and lead nurturing.
Closing and loyalty (Close & Delight): in this last phase, in which the lead becomes a customer, all kinds of actions must be carried out to maintain their satisfaction and work on their loyalty.
inbound marketing phases

Within everything you have just seen, there is a basic aspect that you should know if you want to enter the world of inbound marketing: lead nurturing.The lead nurturing is the technique that makes a go lead maturing and pass through all phases of the buying cycle. For this, each user is automatically delivered the content they need in each phase so that the relationship with the company becomes stronger. Tips, ideas, or, directly, offers, are some of the content that can be delivered in each of the phases. I advise you to go deeper into this topic by taking a look at this post .New Call-to-action
5 reasons why inbound fits in the insurance industry
Having seen and remembered what inbound marketing is, does this technique fit in the insurance industry? At the beginning of the post I have already commented that yes, but now I am going to argue it.1. It is a product that requires maturation
For any consumer, taking out a policy implies researching: researching the product, researching the advantages and disadvantages of a private policy compared to Social Security, researching the different policy options that I have, researching the different companies that they offer me what I’m looking for …That is why content marketing is an ideal strategy for the insurance industry. Every time a user investigates all the aspects discussed above, our articles will appear trying to solve all the doubts that the user may have.Access the free template to create your content map
Hence, it is necessary to apply a good content strategy that includes all possible scenarios and doubts that your target audience may have. Study these pain points well and carry out an exhaustive search for keywords to write around them and get your articles to be well positioned organically.At this point, it should be noted that you do not have to talk about your product, but you have to give advice, resolve doubts, explain advantages … everything that helps your target audience to better understand the sector and its situation.

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2. Lead nurturing is ideal to nurture leads
For projects related to the insurance sector, it is essential to carry out a scaled and detailed lead nurturing strategy.

Lead nurturing is an automated process in which we advance the user in their purchase process through a series of specific contacts by email. If you are a user who has downloaded a very basic document, it means that you are surely in an early stage of the purchase process, so we can continue to send you increasingly advanced content linked to our brand, little by little, through email .

In this case you can send him information that you are writing in your own blog strategy with some tips. The ideal is to know what you are interested in, since within the insurance sector there are very varied products.

Based on the interest they show, you can send them information regarding home, health, car…. And, as your relationship with the lead progresses, you can vary the information towards the part most related to the product. Of course, only in the leads that are in the last phases of the purchase cycle, that is, that are close to the closing phase.

3. It allows to give visibility to the micro-campaigns
During the year, your company is sure to run specific micro-campaigns (Christmas, Halloween, Black Friday, etc.). Take advantage of your database to impact these users with micro-campaigns.

As you have seen throughout the article, the maturation process in the insurance sector is long, and, therefore, it is not advisable to impact a user with commercial offers at the beginning. Instead, there are cases where it works to impact the user more prematurely. This is the case of micro-campaigns.

Micro-campaigns are highly desirable commercial offerings that last for a short period of time. That is why it can be beneficial to impact the more users the better.

In these cases, we have obtained good performance from the campaigns and even impacting users who are not so closely linked to the brand. For these cases, the ideal is to prepare a specific landing page that explains the seasonal campaign well and in which all visits land. At this point, you will have to make a striking creativity and a copy that encourages the user to click and go to your website.

Remember that if you are sending the email prematurely, they may not know you, so you have to do everything possible to capture their interest and transform it into a purchase intention.

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