Insurance marketing is a complex field with myriad factors like budgets, strategies, and audiences to consider. The process is made even more complicated when marketing to other businesses. Insurance business-to-business (B2B) marketing is a standalone marketing strategy that can help you grow your business. Unfortunately, many agencies do not have a clear understanding of Insurance B2B marketing and its tools. In this guide, we will explore some of the best strategies to get more leads from search results and other marketing strategies.
What is Insurance B2B Marketing?
Before delving into insurance agent marketing efforts that produce results, it is important to gain an understanding of B2B and what it means for your business. Insurance B2B marketing is the process of marketing your company’s products and services to other insurance businesses. In contrast to consumer marketing initiatives which rely on emotional factors, B2B marketing focuses on giving other businesses the information they need to make price and profit potential decisions.
Strategy for Success in Insurance B2B Marketing: Email Campaigns
When engaging in B2B marketing initiatives, potential business customers make decisions based on a positive return on investment (ROI). One of the proven strategies in this unique marketing field is that of email marketing. It is estimated that as many as 93% of B2B marketers use email to create engagement with business leads. To get the most out of email marketing, consider:
- Writing impactful subject lines that build immediate interest.
- Creating newsletters to inform, engage, and build brand awareness.
- Using different email campaigns for different audiences – one-size-fits-all solutions rarely have a place in B2B marketing, so tailor your message to the specific audience you are targeting.
- Ensuring responsiveness across computing devices, including mobile technologies.
- Creating one call to action (CTA) per email for maximum impact.
Building a Robust Online Presence
Digital marketing has revolutionized the connection between businesses and their customers. To ensure success in digital marketing, your company must have a robust online presence. This includes not only your company’s website, but other digital properties like blogs, social media profiles, and pay-per-click advertising. To get the most out of digital marketing, it is important to identify your target audience(s) and to tailor your information for their needs.
In every one of your online properties, search engine optimization (SEO) is critical. SEO helps insurance brokers, for example, find your company in online searches, and search rankings matter in the purchasing funnel. SEO professionals can help you optimize on- and off-page SEO factors to ensure easy discoverability, allowing you to reach new audiences more efficiently than ever before.
Content in Insurance B2B Marketing
Content marketing has become an essential aspect of digital marketing, and this holds true for insurance B2B marketing. Content marketing is the practice of providing engaging and informative content to your target audiences, such as showcasing the products and services and how those products or services solve problems. The better the content, the more likely your visitors will convert into customers.
Some of the best practices in content marketing include:
- Creating content that addresses audiences’ needs. Educating them on the product or service alone is part of the picture, but it is a better practice to help audiences discover why your solutions can help them reinforce their own business interests.
- Rolling out different types of content, including eBooks, webinars, video content, and white papers. These different formats can be tested for different audiences, helping you to discover what resonates with specific groups and eliminating some of the uncertainty associated with content development.
Leveraging Social Media in Insurance B2B Marketing
Social media is not only for individuals wishing to stay connected to family and friends. Platforms like Twitter, Facebook, YouTube, and Instagram are also powerful marketing tools for insurance B2B marketing initiatives. In fact, as many as 75% of B2B purchase decision-makers are using social media to connect with other companies.
Social media marketing has several advantages:
- It helps build brand awareness.
- It facilitates sharing of your company’s information with stakeholders.
- It allows you to put a personalized, human face on your business interactions.
- It gives you the chance to demonstrate your industry expertise.
While social media marketing may not produce as many leads as other marketing channels, the leads it produces are often more valuable than from traditional advertising. Because of this, it has become a vital aspect of modern insurance B2B marketing. Brand awareness and engagement with new audiences can improve your business prospects, allowing you to grow your company through sales to others.
About Neilson Marketing Services
Since 1988, Neilson Marketing Services has been implementing innovative marketing solutions and strategies for our clients in all areas of marketing. Contact us today at (866) 816-1849 to put our talent, expertise, and vast resources to work for you. Let’s make things happen, together!
