Wholesale insurance marketing is often about building a reputation in your insurance niche, and attracting the insurance agents whose clients needs align with your specialties.
It sounds easy in theory—but it’s not always easy to get your voice heard, especially if you’re just starting out—or starting in a new niche.
Thought leadership takes content marketing up a notch—and it works. According to the landmark Edelman-LinkedIn B2B Thought Leadership Impact study, approximately 55% of decision-makers use thought leadership as a way to decide who to work with.
Here are some ideas for building a knowledgeable thought leadership reputation in a new insurance niche.
Write Clear, Consistent Content
It’s important to be really clear and consistent about the focus of your expertise.
Business blogging can be highly effective in bringing traffic to your website and demonstrating your expertise to visitors.
White papers allow you to show off more in-depth technical detail, and can be invaluable in helping you build a list of qualified prospects who are interested in the type of insurance you specialize in.
Connect With the Media
Reporters are always looking for experts to quote for stories. Check out places where sources connect with reporters, such as Help a Reporter Out—and make yourself available as an expert source in your area of expertise.
Getting your name out there in the media as an expert in your field will help you build your credibility and online profile.
Publish in Highly-Regarded Trade Magazines
Pitching story ideas to well-known trade magazines is a great way to build your profile in your insurance niche. Ideally, these would be magazines that reach the insurance agents you want to work with. Consider publications such as:
Consider Less Traditional Appearances
You can do a lot to promote your reputation as a thought leader by attending insurance industry conferences as a speaker and educator. But you can also do this year-round by appearing in less traditional places. Podcasts, for example.
Podcasts attract a lot of listeners, and many insurance podcasts are geared toward industry professionals—your target audience. Check out this list of the top 20 insurance podcasts in 2020 for some ideas on who to pitch for a guest appearance.
Building your reputation as a thought leader won’t happen right away. But if you’re persistent and clear about your area of expertise, it will happen.
Write strong content for your audience in blog and white paper formats. Connect with the media, write occasionally for high-profile trade magazines, and accept opportunities to educate—no matter where you find them.
If you do, it’s only a matter of time before you’ll establish a strong reputation as an expert in your field.