Creating content for your email marketing and SEO strategies that reinforces your agency's brand and helps drive conversions is important to marketing success.
Ever hear a sentence like the previous one and have no idea what the other person is saying?
Like insurance, marketing has its own vocabulary, which, if you're unfamiliar with it, can be a little daunting. If you don't understand the terms, it is hard to apply the marketing concepts to your agency. With the fierce competition online for consumers' attention, you can't afford to not use marketing effectively for your agency.
Here are five popular marketing terms that you might find the most intimidating.
Content is many things, but at its core content is something your prospects and clients will find valuable and/or helpful. This can include blog posts, webinars, images, e-books, free reports, seminars, checklists, podcasts, infographics, case studies, etc.
When you create and share content of value, you will also demonstrate your expertise and build trust with your prospects and clients. Just make sure whatever content you create, you keep your target audience in mind and focus on creating content they'll find meaningful.
- Email Marketing
Another broad term, email marketing applies to any email messages you send with the objective of furthering one of your marketing goals. Email marketing can be a prospecting email you send to a list of leads. Or a cross sell email you send to clients of one line of business to gauge their interest in a different line of business. Or a newsletter sent to clients to promote agency happenings, news or events. Or an email sent to clients asking for testimonials or referrals. Or a trigger email automatically sent to a prospect who got a quote from your insurance agency website.
Email marketing is one of the best tools you can have in your marketing toolbox as the cost is relatively cheap for getting your message in front of many people. With a professional looking design, helpful content, and a clear, strong call to action, the possibilities of what you can do with email marketing are practically endless.
Most people when they hear the word brand they immediately think of logos. They're partially right. Your logo is a visual representation of your brand, but it is not your whole brand. Your brand (noun) is your agency's identity and how your prospects and clients view you.
Branding (verb) happens when you clearly and consistently communicate and reinforce what you're known for, your brand. It creates loyalty and helps raise awareness. Branding shouldn't replace your other marketing activities or sales efforts. It should assist and reinforce those activities and efforts.
Search engine optimization is the process of influencing where your website appears in a search engine's organic (read: unpaid) results. Because search engines are continually tweaking their algorithms, SEO can get a little tricky. It's also important to remember that due to this continual change, SEO is an ongoing process.
SEO is the most written about topic on this blog as it is one of the more complicated online marketing tools. The content you create can help with your SEO. In addition to being valuable, your content should answer questions consumers might enter into a search engine when researching insurance.
One of the main goals in marketing, a conversion is when someone takes the action you are trying to get them to take.
Conversions can be as minor an action as clicking a link in a marketing email to a larger action like filling out a form on your website to request a quote. Ideally, you want each minor conversion to lead your prospects through the sales funnel until they become clients.
Got a scary marketing term you want me to define in another blog post? Leave it in the comments below.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.Follow on Twitter More Content by Becky Schroeder