Life insurance is hard to sell online without any form of human interaction due to one factor – trust. It’s not the kind of buying decision anyone wants to get wrong, as the repercussions are potentially devastating for entire families. Regardless of the quality of the offer, the price, or the timing, it often just boils down to whether a prospect has any faith in the salesperson.
With that in mind, here are seven ways to improve the perception of your company and boost your own credibility.
Create content that answers popular questions
You need to be there when people are researching various life insurance topics. One way to achieve this is to create blog content which answers the most popular life insurance questions.
Answer The Public is a quick way of researching what people are searching for. It grabs information from the auto-suggest feature on Google and Bing around a term of your choice. Right now, for “life insurance” the results include:
- What life insurance builds cash value?
- Which life insurance can you borrow from?
- How life insurance saves tax?
- How life insurance pays out?
- Are life insurance annuities taxable?
Clearly, for the more popular topics, the competition is fierce. However, you might have some luck by quickly creating content around trending topics in the news. It pays to think a bit differently – like this article about Ant and Dec for example.
Once you’ve established a reliable blog, turn your most useful content into a white paper or eBook and offer it for free in exchange for an email address.
Ask customers to review you
The popularity of online review sites, such as Trustpilot, continues to grow. According to a survey carried out by Olapic, 76% of consumers view content posted by others as more honest than advertising.
It’s easy to get your current customers to review you, but so many companies forget to ask. Make sure you give customers a simple way to recommend you on the main broker portals and directories.
Create refer a friend incentives
Establishing trust is so vital for life insurance and a referral is a powerful way of achieving this.
- Only 11% of sales professionals ask for referrals, but 91% of customers are happy to give them. [Dale Carnegie]
- Customers who have been referred are four times more likely to commit. [Neilsen]
- Referred customers have a lifetime value which is 16% higher than the non-referred. [Journal of Marketing]
Create an incentive, either cash, a voucher, or a gift and make it incredibly easy to get involved. Customers are more likely to share a link on social media than they are to verbally tell someone about an offer.
Get established on Quora
People buy into people and your own credibility is often more important than your company’s. Create a profile on Quora and respond to relevant questions with intelligent answers. Don’t rush, as you want to be voted up. Quora questions often rank well in the search engines, so if you answer well, you’ll appear often.
Join LinkedIn Groups
Look to join groups which are either in your specialist area or popular with your target customer. The life insurance groups on LinkedIn tend to be for fellow industry professionals – useful for networking, but not necessarily for new leads. Try to narrow down a customer type (age, profession and interests) and then find groups which would be of interest to them. By joining these, you’re able to connect with other group members. But don’t start spamming the group, otherwise you’ll be banished.
Launch your own blog
Aside from the company website, you should also consider publishing content on your own blog. Write articles in the first person and share your experiences. It also helps to have one person in mind that you’re writing for as you can keep everything focused. It’s easy to get started with tools such as Wix, Squarespace and WordPress.
But whatever you do, keep everything authentic. It’s crucial to develop trust when someone is making a decision that no-one can take lightly.