Content Marketing for Insurance Agencies: Why It's Important & How To Track it

Learn how content marketing can help you strategically grow your health and life insurance agency both now and in the future. 

Marketing is a critical component of any business. It gets your company in front of the right people at the right time which, in turn, builds your business. There are many types of marketing, each with their own respective set of tools and tactics. 

Content marketing takes many forms: email marketing, social media, blogs, guides, eBooks, webinars, podcasts… the list goes on. You can use different types of content to reach your target audience including, but not limited to: 

• Infographics and checklists
• Blogs and articles
• Email campaigns 
• Case studies

Defined as the process of telling stories to attract and retain customers, content marketing is highly beneficial for your business and your clients, alike. 

Why Is Content Marketing Important? 

Your target audience contains people at different stages in their buyer journey – awareness, consideration, and decision. The people within each stage have highly differing questions and concerns. For example, someone in the awareness stage may be doing research on what types of insurance plans are available, whereas someone in the consideration stage knows what they need and is comparing different agencies to find the right fit. 

Here are two examples of content marketing in action: 

Example One

Problem: A client isn’t aware of a gap in their coverage.
Action: You run a cross-selling report to identify clients that don’t currently hold a specific product with you. Example: They have health insurance, but not life insurance.
Content: Send them an email about how you can help ensure they have the coverage they need and offer a call to action (CTA) to schedule a call with them to close the sale.
Benefit: Boosts customer retention and drive revenue. 

Example Two

Problem: A prospective client doesn’t know where to start when it comes to life, health, or Medicare.
Action: After conducting research, use your industry expertise to write a blog and post it on your website.
Content: A blog optimized for search that explains, in easy-to-understand terms, the ins and outs of life insurance.
Benefit: You’ve built trust with a prospect by providing educational resources, exposing them to your brand, and hopefully, getting them to convert by filling out a lead form.

In short, a content marketing strategy is the key to driving your business forward. It keeps you top of mind, establishes your authority and expertise, builds trust, and generates interest in your products and services.

When you give prospective and current clients what they need, when they need it, you’ve already exceeded their expectations – which makes working with you a no-brainer. 

What to Track and How to Track It

Content marketing requires a good amount of time, energy, and resources. You want to make sure you’re investing these wisely. Knowing what to track and how can help you learn what’s working and what’s not so that you maximize your ROI.  

With content marketing, there are a few things you will want to track: 

• Track new leads. How many leads are your content marketing efforts bringing in? New leads are a key indicator of business growth, and tracking these is a great way to measure your content’s performance.
• Monitor email campaign performance. From welcome emails to lead follow-ups to policy reminders, and beyond, different types of content may outperform others. Tracking this metric gives you insight into what types of content your audience is interested in, and in turn, what content is a worthwhile investment.
• Analyze your lead sources. Common lead sources for insurance agencies include referrals, social media, lead vendors, lead forms, cold calling, and more. Tracking their performance can help you identify your profitable (and not profitable) lead sources, so that you have a better idea of where to focus your content. 

Now that you know what to track, let’s look at a few practical ways you can gather this data.

Leverage Data and Analytics Reports for Email Campaigns

Good communication is critical for client retention – in fact, 81% of people said that the main reason they left their insurance agent is due to a lack of communication. Email campaigns are an efficient, effective way to keep regular and timely communication with prospects and current clients. 

Key email campaign metrics to track include your open rate, click-through rate, opt-outs, bounces, and spam complaints rate. To streamline email marketing, metric tracking, and client relationship management, you want to choose a system that houses all of your current/prospective client data and has the capability to build and track your email marketing campaigns.

Image Source: AgencyBloc

Analyze Your Lead Form Data

Your content should inspire users to take action, and doing so needs to be simple and straightforward. Lead forms are a natural next step – they help you efficiently gather lead information while giving users a way to move toward a solution. Customize your lead form to include questions or fields that give context to what they’re looking for. Then, ensure they take that next step by including an actionable CTA. 

Once you’ve captured this information, you can nurture these leads with relevant content and explore what performs best.

Consider Using Tools for Website Analytics 

Website analytics tools can give you a look into how users are engaging with your website and its content. These tools can give you insight into important user information, such as how a visitor arrived on your site, how much time is spent on specific pages, where they are leaving, and more. These insights give you a clear picture of your content and website optimization opportunities. 

After analyzing your data and calculating your content marketing ROI, you’ll be able to make informed, strategic business decisions on next steps.

How to Simplify Your Content Marketing Process

As an insurance agent, it’s likely you have a lot on your plate – especially when enrollment season begins. Clearly, content marketing shouldn’t be overlooked, so you will need to find efficiencies where you can. 

An agency management system (AMS) that houses all of your client data and has email marketing and automation capabilities may be the answer. As the #1 agency recommended AMS for life and health insurance agencies, AgencyBloc can help you work smarter. We provide a vast range of tools tailored to your needs. For example, our Automated Workflow and Email Marketing features work together to simplify your content marketing efforts. 

You can use our Email Marketing feature to build one-time, mass emails and drip campaigns and use data and reporting features to track your success. You can also segment your campaigns to target specific groups of people; for instance, those to whom you’d like to cross-sell. 

Automated Workflow enables you to write, build, and schedule campaigns throughout the year so that you can stay on top of client communications. Since your client data is all in one place, you’re able to send automated emails for things like policy expiration reminders at certain intervals to ensure you never miss a renewal opportunity.

With software that keeps track of all client data, communications, agent information, and more, you’re able to do more for your agency and your clients – it’s a win-win! 

Ready to streamline your content marketing process and gain a competitive edge? Request a demo of AgencyBloc today.

Posted by Allison Babberl on Tuesday, April 26, 2022 in Automated Lead Routing & Assignment

1. client retention
2. marketing