The insurance industry has changed dramatically over the past couple decades. Insurance buyers have changed too, and they’re looking beyond getting the lowest price. They want to do business with companies that share their values. They want a better buying experience that includes social media, mobile convenience, and personalized choices. And they want to be treated like sophisticated consumers who can think for themselves.
In short, today’s insurance buyers want quality information, not a sales pitch.
That’s why content sharing is such an important way to connect and engage with insurance clients and prospects. But with so much content out there, no one can possibly digest it all. So it’s important to share strategically and add value for your reader.
Don’t just share. Engage.
There are many ways insurance professionals can create engaging commentary to introduce a shared article, commentary that goes beyond “Thought you might be interested.” We invited Bob Andrews – an accomplished and experienced insurance industry writer – to share how he might craft engaging commentary for introducing a shared article. Let’s use this article as an example:
How to Really Save Money on Car Insurance (by Christopher Elliott, Forbes.com)
Nobody wants to spend their hard-earned money on car insurance, so this article has wide appeal. Here are five ways you could engage your audience and add value when sharing:
- Provide a summary
“This recent Forbes article talks about how insuretech upstarts such as Gabi are changing how consumers find the best deal on car insurance. But it also warns that technology isn’t a one-size-fits-all solution. Traditional methods such as keeping your credit score up, getting a car alarm, and driving safely are still great ways to keep premiums down. And ultimately, the lowest price doesn’t mean the best coverage, so shop smart.”
- Share your point of view
“As this recent Forbes article describes, consumers today have an amazing array of tools and tech innovations at their disposal when buying auto insurance. But there are plenty of traditional ways to save on auto insurance as well, such as minding your credit score, driving safely, or installing a car alarm. Bottom line: everyone’s situation is different, so it’s important to shop for a policy that fits your needs instead of merely shopping for the best price.”
- Ask an engaging question
“If you’re like most consumers, you don’t want to spend a bundle on car insurance, and Gabi is one of several promising insuretech companies helping consumers find the best rates through technology. Of course, there are plenty of traditional methods to save money on auto insurance such as maintaining a safe driving record, keeping your credit score up, and installing a car alarm. But keep in mind – a lower-priced policy means less robust coverage that could you leave you vulnerable. So instead of asking how to get the best rate, shouldn’t you be asking how to get the best coverage for your specific needs?”
- Connect it to what you do
“Like anyone else, you work hard for your money and don’t want to spend a bundle on car insurance. This recent Forbes article talks about several ways to save on car insurance. It also mentions that 1 in 3 Americans has never re-shopped their auto insurance. Too complicated. Too time-consuming. Well, it doesn’t have to be. I’m passionate about helping insurance buyers find the best coverage for their needs at the best rate, and making it an easy, painless process.”
- Nurture a prospect by offering to help
“Have you been wanting to save money on your auto insurance, but dread the thought of wading through multiple and sometimes confusing options? This article from Forbes has some interesting points and might be a good place to start. If you’d like some help sorting it all out and finding the best policy for your needs, please let me know.”
Sharing articles is an effective way to reach out to customers and prospects. But don’t just forward and say, “Thought you might like this.” Engage your audience a little and give some real value to the information you’re sharing. That’ll go a long way toward building real relationships, turning prospects into customers, and turning customers into raving fans.
Bob Andrews, Contributor
Bob is an accomplished insurance industry writer based in Anchorage, Alaska