This fact has become even more true in the internet-age where poor feedback from customers or the press can spread across the globe faster and easier than ever before.
Of course, the internet has made it easier for businesses to share their expertise and positive feedback from customers too. Insurance companies that aren’t doing this well are missing out on a fantastic opportunity to grow their brand.
Here, we explain how insurance companies can leverage the internet to boost their brand and attract more customers.
Content Marketing for Increased Brand Awareness
Content marketing is the practice of producing a constant stream of useful, interesting or entertaining content to help shape a business’ brand.
Although each insurance company is likely to desire a slightly different brand image, most will want to present themselves as the most knowledgeable, trustworthy, reliable brand in their industry.
This can be achieved by posting useful blog posts, videos, or interactive content answering the questions that your target audience are asking.
Car insurance companies may want to post content about efficient driving. Home insurance providers could post about building a safer, more energy-efficient home. By doing this, you’re positioning your brand as the industry thought leader.
Customer Support Through Social Media
Content which attracts lots of engagement can expose your brand to a brand new audience, attracting plenty of leads and customers.
Perhaps more importantly, social media has become one of the most common platforms for people to ask questions to brands about their business. By offering a platform for people to ask questions in the public eye, insurance companies can manage any negative feedback on their terms.
Many companies will use software to monitor mentions of their brand name across all social media platforms and respond accordingly.
John Paintcrown, co-founder at Braandhub, explains: “Many businesses are always on social media to monitor the kind of information a client is spreading about them. If it is bad news, they quickly respond to prevent from spreading further.
“But if it is commendations and recommendations, they thank the client to show their potential clients how well they value their customers.”
Our blog post lists seven expert social media tips that will help you spark some idea for original content.
This is the New Standard of Excellence
It’s the new standard of excellence. Even if you aren’t doing it, you can be sure that your competitors are. The quality and value of your product is important too, and there will always be a proportion of customers that use price comparison websites to choose the cheapest insurance provider, regardless of its reputation.
However, a large selection of customers will place more importance on pairing up with an insurer they can trust. By publicly demonstrating your superior knowledge and customer service compared to other competitor, you’ll have the best chance of turning this demographic into customers. These are the type of customers who will renew their policy year-after-year, rather than shopping around for a better deal every 12 months. Needless to say, it’s worth putting the effort in to attract these customers.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.