Let’s face it; everything has gone digital, and in this digital centric business-to-business (B2B) landscape, content marketing has become a significantly useful tool to generate leads. Insurance agency marketing content is a key factor in separating your agency from competitors to generate high quality leads.

Insurance agencies can no longer simply rely on cold calling and salesperson-drop bys to generate and nurture leads. This is the era of inbound B2B content marketing materials like infographics, videos, blogging, and social media! So is your insurance agency promoting content to generate leads strategically?

Are you efficiently tracking your agency’s lead generation?

Do you know how many leads your latest marketing efforts generated? An effective content marketing strategy helps enforce a strong baseline for lead analysis, since every piece of content can be and should be measured. Is your Agency Overview video being consumed in its entirety? If so, add a submission form. Your blog on ACA employer compliance was the most viewed for the year? Share it on LinkedIn to generate more quality leads.

Utilizing content to generate and track leads helps you make informed marketing decisions based on what works and what doesn’t. This information provides you with invaluable insights into what type of content, what type of messaging, and what marketing channels generates the most qualified leads. The end result allows you to create content tailored for your target audience. When it comes to B2B sales and marketing, informed decision making is crucial because the path to closing a B2B sale is a long winding road.

Use marketing content to nurture leads.

Closing B2B sales takes time, that’s just the reality of the cycle. While you may have generated a lead in Q1, you may not close the sale until Q2. This is why it’s crucial to map out the buyer’s journey of your potential leads, and nurture them with relevant content to maintain brand awareness. According to Adweek U.S. adults spent 10 hours, and 39 minutes a day consuming media in the first quarter of 2016 alone. With the average American being flooded with so much content, it’s clear to see how easily your agency can be forgotten in less than a day.

Nurturing leads through marketing automation with valuable, relevant content will help:

  • Automate procedures to save time
  • Cater content to the lead’s interests and needs
  • Keep your company in the forefront of a lead’s mind

For effective insurance agency marketing content that will appeal to your target audience, it’s important to have a stocked library of media ready to go across various channels; whether it be a media rich follow up email, or an industry relevant blog post shared on LinkedIn or Twitter.

Effective insurance agency marketing content will set you apart from competitors.

Your insurance agency marketing content is what will separate you from your competitors; it establishes your brand identity. Based on the quality of your content, and how beneficial it is to your target audience, your agency’s online presence will either flourish or flounder (no pressure or anything). By crafting quality, beneficial, routine materials, you can strengthen your agency’s brand awareness and ensure your potential leads become interested enough to convert.