Inbound Marketing Strategy Applied: How We Managed to Increase the Visibility and Profitability of an Insurance Broker
Posted: Sun Jan 19, 2025 3:41 am
A frequent question from companies that contact us to start working with us has to do with how an inbound marketing strategy is developed.
“What can we do to increase our presence in the market ?”, “What actions should be implemented to increase traffic to our website ?” and “How can we get more qualified leads ?” are some of the most common questions.
Even though they have been working with our Agency for years,portugal phone number material these were the concerns that a renowned insurance broker from Argentina raised with us at the end of 2021. The idea was to transform these questions into goals to be achieved within a period of approximately 12 months.
In this article, we will tell you in detail what the inbound marketing strategy we implemented consisted of and what objectives we achieved.
Inbound marketing, the key to success
Let’s briefly review what “ Inbound marketing ” means and what it entails. It is an approach that aims to boost business growth based on the creation of relevant and long-lasting relationships with customers and leads . To achieve this, it offers them valuable content, that is, content aimed at solving their real pain points or problems.
This methodology does not focus on products or services, but on the people who expect solutions from them. Therefore, it is based on 3 different phases of the customer-based cycle or flywheel : attraction, interaction and delight.
In the first phase, attraction, the goal is to capture people's attention with valuable content and generate conversations that enhance the organization's authority in a certain niche. During the second phase, interaction, the goal is to provide information and solutions to the buyer persona's pain points , taking into account their needs, goals, and aspirations.
Finally, in the third phase, delight, the company provides tools to encourage customers to not limit themselves to a single purchase, but to continue consuming the company's products and services. What do these tools consist of? Offering useful and interesting information.
Since this approach focuses on organizational growth through creating meaningful connections with customers and prospects, a solid inbound marketing strategy takes between 6 and 12 months to yield results.
What was the challenge for the insurance broker?
The main challenge was to align commercial objectives with communication and marketing objectives . This involves understanding how the business works and what the needs and pain points of the buyer personas are, understanding that there are fluctuating demands associated with changes in consumption patterns (mobility insurance) and seasonal needs (home insurance, travel assistance).
The organization set out to increase the number of qualified leads and new business after sending proposals, increase traffic and time spent on the website, as well as the email opening rate and landing page conversion.
Let's get to work! What was the inbound marketing strategy we deployed?
With these objectives in mind, we started working on an Inbound Marketing strategy that took into account the needs of the broker's buyer personas, taking into account that they can change over the months.
Blog
At the end of 2021, we launched the company blog with the aim of offering pieces with valuable content aligned with users' search intentions, that is, that answer their concerns and questions, with the purpose of increasing traffic to the website.
In order to build them, we not only constantly analyze any news related to the insurance sector, but we also survey the content pieces published by the competition and consider how contextual factors influence search intent or the need for specific knowledge (for example, insecurity facts).
The success of the strategy is evident in the results of the blog article views that we have achieved since its inception until today:
“What can we do to increase our presence in the market ?”, “What actions should be implemented to increase traffic to our website ?” and “How can we get more qualified leads ?” are some of the most common questions.
Even though they have been working with our Agency for years,portugal phone number material these were the concerns that a renowned insurance broker from Argentina raised with us at the end of 2021. The idea was to transform these questions into goals to be achieved within a period of approximately 12 months.
In this article, we will tell you in detail what the inbound marketing strategy we implemented consisted of and what objectives we achieved.
Inbound marketing, the key to success
Let’s briefly review what “ Inbound marketing ” means and what it entails. It is an approach that aims to boost business growth based on the creation of relevant and long-lasting relationships with customers and leads . To achieve this, it offers them valuable content, that is, content aimed at solving their real pain points or problems.
This methodology does not focus on products or services, but on the people who expect solutions from them. Therefore, it is based on 3 different phases of the customer-based cycle or flywheel : attraction, interaction and delight.
In the first phase, attraction, the goal is to capture people's attention with valuable content and generate conversations that enhance the organization's authority in a certain niche. During the second phase, interaction, the goal is to provide information and solutions to the buyer persona's pain points , taking into account their needs, goals, and aspirations.
Finally, in the third phase, delight, the company provides tools to encourage customers to not limit themselves to a single purchase, but to continue consuming the company's products and services. What do these tools consist of? Offering useful and interesting information.
Since this approach focuses on organizational growth through creating meaningful connections with customers and prospects, a solid inbound marketing strategy takes between 6 and 12 months to yield results.
What was the challenge for the insurance broker?
The main challenge was to align commercial objectives with communication and marketing objectives . This involves understanding how the business works and what the needs and pain points of the buyer personas are, understanding that there are fluctuating demands associated with changes in consumption patterns (mobility insurance) and seasonal needs (home insurance, travel assistance).
The organization set out to increase the number of qualified leads and new business after sending proposals, increase traffic and time spent on the website, as well as the email opening rate and landing page conversion.
Let's get to work! What was the inbound marketing strategy we deployed?
With these objectives in mind, we started working on an Inbound Marketing strategy that took into account the needs of the broker's buyer personas, taking into account that they can change over the months.
Blog
At the end of 2021, we launched the company blog with the aim of offering pieces with valuable content aligned with users' search intentions, that is, that answer their concerns and questions, with the purpose of increasing traffic to the website.
In order to build them, we not only constantly analyze any news related to the insurance sector, but we also survey the content pieces published by the competition and consider how contextual factors influence search intent or the need for specific knowledge (for example, insecurity facts).
The success of the strategy is evident in the results of the blog article views that we have achieved since its inception until today: