Market Me is a page dedicated to helping insurance providers market their company using inbound marketing techniques that attract customers with helpful, timely content geared toward solving the customer problems rather than explicitly promoting the insurance company’s products and services.
Your Brand Strategy is your filtering mechanism for content and distribution initiatives. It can be applied company-wide to support a cohesive vision or to a specific product, program, or service launch.
A website is your central hub for where content is stored. You want to continually push traffic to your site as the more visitors you receive, the better your site performs, and the easier it is for customer to find you.
Content helps customers find you when they’re looking for solutions to problems. If customers can’t find you, they’re unlikely to use your products and services. Creative content can help stimulate interest in your brand.
What Kind of Content Should I Create?
The key to a good content strategy is knowing your audience well so you can create assets that are timely and relevant for your insurers. If you’re not yet creating content for your website and blog, we highly recommend you start building these assets over the next year. Below is an overview of five different types of content your company can start creating.
How To: Use articles, blogs, case studies, or demos to teach customers how to perform tasks. This will help them find you when they’re actively trying to solve a problem. As an example, we’ve created a How To video series explaining to our customers how they can download and use BriteCore’s Policyholder Portal App.
Thought Leadership: Thought leadership assets are used to explain fundamental shifts in an industry and typically question conventional wisdom. Articles, white papers, panel discussions, interviews, and podcasts are commonly used to share this kind of information. We have partnered with Strategy Meets Action to produce an example on Microservices.
News: Sharing content related to the industry or a popular news story that has tie ins to your business can help engage readers when it’s timely and relevant. News is best shared through articles, press releases, and podcasts. In our example, BriteCore's CEO, Phil Reynolds explores risks and opportunities inherent in data within the changing insurance industry, and how businesses succeed through excellent customer service.
Multi-Media: Content that uses visual interest to tell your company’s story often uses multi-media. BriteCore loves to use multi-media to make videos, presentations, webinars, and infographics more appealing to our customer base. Our BriteCon2018 Presentations are good examples of multi-media content.
Success Stories: You can use success stories to tell your brand story through the eyes of your customers. Testimonials can be the most valuable pieces of content created as they give new visitors a great first impression of your company . Videos, case studies, reviews, and surveys are great ways to share your customers’ perspectives.
BriteCore’s Growth Story
Over the last five years, BriteCore has gone from $2.4m in revenue to $13m in revenue. In that time, we’ve successfully attracted resources, scaled our company, grown our customer base, and expanded products and services under our standard subscription model. As we’ve grown, a lot of our customers have been asking ,“How has BriteCore’s marketing department increased demand year after year?” and “How can I do it to?”
For us it started with a company-wide philosophy. We have a reputation in the industry as a leader, and we want to keep that reputation as we continue to grow. We believe industry leaders are helpful problem solvers, effective communicators, and enablers of other’s success. The marketing strategy that aligns most with this philosophy is Inbound. Inbound is a holistic customer-centric approach to building a business that goes beyond marketing to extend to all other functions in your company. Companies who do this well see a greater increase in customer satisfaction and loyalty. We are constantly coming up with new ways to engage our customers, solve their problems, and help grow their business.