As a wholesale insurance broker, it’s crucial that the agents you work with have a strong sense of your areas of expertise—and the value you bring to them as a partner in their own businesses. If your website is a genuine resource to visiting insurance agents, it will do a large amount of sales work for you. Here are a few components of a website that acts as a resource for its audience.
Blog posts. Blog posts are great for SEO as well as for demonstrating your expertise. You don’t have to make a big commitment to blogging regularly in order to have an effective company blog. Initially, sit down and think about which areas of expertise you need to highlight most to insurance agents—and write one or two blog posts that address issues within those areas of expertise. Once you’ve got everything covered, you can update it more slowly with posts that are relevant to changes in your industry.
Videos. These days, it’s not hard to produce professional-looking videos inexpensively, using the equipment on your laptop or phone. Videos are also a great way to demonstrate your expertise. Create a videocast with brief updates where you give valuable information about the lines of insurance you specialize in and other relevant info. If you can be entertaining, that’s great; but you don’t have to be as long as the information is timely, relevant, and of interest.
Webinars. Webinars are slightly more involved than videocasts; they’re lectures or classes, often with an interactive component such as a poll or live chat option, outlining an area of your expertise. A webinar series can be a great way to attract the notice of insurance agents, and they’re very easy to promote across a wide range of social media.
White papers. White papers are your opportunity to dive deep in exploring a topic of relevant interest to the insurance agents you work with. They usually include graphs, statistics, and other visuals that reinforce the information. The length of the white paper depends on the complexity of the subject, but shorter white papers are often quite popular with busy insurance professionals, and a more complex subject can give you an opportunity to break up your idea into two or more white papers—and promote them separately. Many times, white papers are put behind signup walls to collect the contact information of qualified leads.
Easy links to social media. If you’re participating in conversations on social media that are relevant to the insurance agents you work with, make those conversations visible and available on your website. You can embed your Twitter feed or other social media conversations, for instance, to give insurance agents an idea of the kind of discussions you get involved in—and the quality of information you share. Make it easy for visitors to find you and follow you on social media.
An information-rich website can help you make valuable connections with prospective business partners and insurance agents—and bring a lot of value both to their business and yours. Consider using one or more of these techniques, and you should see the quality of your leads increasing—as well as your traffic.