Insurance Website Marketing

You're not getting your ideal decision-maker to engage? It's because you're writing content for everyone. For the algorithm. For your peers. For your old colleagues. Not the person who can impact your pipeline & growth. These last couple weeks, I've been on countless calls with prospects struggling to create content that will impact their business. So here's how you do it: 1. Speak to their specific pain. Make it sound like you're speaking to their current situation and No.1 Business Issue. 2. Show them you get their world better than they do. Talk about the fire they're putting out behind closed doors. 3. Share ideas that solve their problems. If you can solve some of their mini-problems, you'll have earned trust & credibility to solve their bigger ones. 4. Focus on insight over inspiration. “Motivation Monday” won’t get you a meeting but an insight into why their growth is stalling will. 5. Package your thinking like a product. You need to share your internal IP, frameworks, models - the kind of content they screenshot, save, and bring to meetings. 6. Design your content around one person. Think of the last great prospect you spoke to or your no.1 customer - imagine them as you write & speak directly to them. If your content isn’t bringing the right people into your inbox, it’s not a visibility problem - it’s a positioning one. Fix the focus. Talk to the people you actually want to reach. And that’s how content becomes pipeline. -- I'm trying out these new visuals to represent our ideas & work at Triangle - would love to hear what you think...

Typical pattern: prioritising content creation while treating distribution as an afterthought. This imbalance represents a fundamental misalignment of strategic resources. The scenario plays out with remarkable consistency: Marketing teams invest considerable resources crafting elaborate content pieces. Meticulously researched whitepapers, visually striking infographics, comprehensive guides. Yet allocate minimal thought or budget to ensuring these assets reach their intended audience. During interviews I posed a straightforward budget allocation question: "How would you invest £10K for maximum impact?" The responses were disappointing. Elaborate production plans consumed 80-90% of hypothetical budgets, while distribution received no consideration. It's a professional disconnect: • 𝗖-𝘀𝘂𝗶𝘁𝗲: Focused on commercial metrics—pipeline contribution, conversion efficiency, revenue attribution • 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗲𝗮𝗺𝘀: Optimising for production quality, volume, and creative excellence Both perspectives have merit, yet they operate in parallel rather than converge. The underlying dynamics: 𝟭. 𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝗼𝗻 𝗽𝗿𝗼𝘃𝗶𝗱𝗲𝘀 𝘁𝗮𝗻𝗴𝗶𝗯𝗹𝗲 𝗺𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 The concrete nature of content creation, which includes visible outputs and definable milestones, offers comfortable metrics for tracking progress. 𝟮. 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗲𝗻𝘁𝗮𝗶𝗹𝘀 𝗰𝗼𝗺𝗽𝗹𝗲𝘅𝗶𝘁𝘆 • Channel orchestration • Algorithm changes • Pipeline impact It isn't easy. 𝟯. 𝗠𝗲𝘁𝗿𝗶𝗰 𝗱𝗶𝘃𝗲𝗿𝗴𝗲𝗻𝗰𝗲 Content teams track subjective standards of 'quality' while commercial leadership prioritises audience reach and business outcomes. The distribution-first mindset represents a more sophisticated approach to content strategy. Strategic principles for you: • Begin with audience ecosystem mapping—where does your ideal prospect already engage? • Reverse-engineer content formats optimised for native platform performance • Integrate distribution partnerships during content conceptualisation, not post-production • Design within platform constraints (most social algorithms favour zero-click content) • Establish budget allocation principles that properly weight distribution channels A strategically positioned content piece that reaches 1,000 precisely targeted prospects consistently outperforms exceptional content with little reach. The nuanced truth is that most content marketing initiatives don't underperform due to quality deficiencies, but rather because of no distribution. ----- p.s. Want to know why your marketing isn't working? Get my free 6-part email diagnostic series (link in profile Oren Greenberg)

I helped a HR company to double their revenue by changing their content strategy. When I worked with a HR company to solve a major business problem… They were following the “best practices” of content marketing; answering questions, posting consistently, sharing on LinkedIn…but nothing was happening. In fact their business was not getting any traction. Of course, I checked out their LinkedIn presence and here are some observations I made: ❌ The content they posted on their page was not connected to a human element ❌ Their posts were primarily about company processes and not customer problems ❌ Their content was filled with stock photos What were they doing wrong? I'll show you. Here was what I noticed, and I think this perspective will help a lot of people who are selling "personal services" like HR, fitness, insurance, real estate, wealth management, legal, etc. When selling a personal service, the goal of content marketing is not “content.” It’s to create an emotional connection to people over time through that content that leads to “awareness, trust, and loyalty”. We will not be loyal to a logo, an article, or a website, (so, stop giving yourself high bp over that) but we can become loyal to a person. So in the case of every personal services business, the overriding goal is not to sell, but to become a trusted friend and neighbor. And to do that, you have to … Be. More. Human. Why do you think the content of the successful brands you know generates attention and clients for them? Why do you think you watched their videos more than once? It's not because they’re the best product in the world. It's because they’re very human in how they communicate. So, For this HR struggling business, here was my primary advice: “Look at everything you do … every post, every comment, every interaction, every photo, every word … and think, “how can we make this more human?” They needed to position their content to do that. That means: ✅ Using real photos instead of stock photos ✅ Including testimonials with real faces and real people ✅ Adding personal stories to blog content ✅ Using a lot more video when possible to show a smile, a face, some emotion ✅ Adding human faces to their content ✅ Building personal networks on LinkedIn My point is, sometimes I see people getting confused about the whole content marketing thing and believe that a weekly post about your service is going to save their business. That is probably not going to happen. Business is personal. So, make it personal (using your content)!

4 reasons your content isn’t reaching the right audience (and what to do about it): 1. Lack of Clarity on Your Audience If your target audience isn’t clear, your content will miss the mark. Knowing who you’re speaking to helps you address their specific needs and challenges. Define a clear profile of your ideal customer: • Demographics • Interests • Pain points When you know who they are, your messaging aligns with what they care about. ➔ Think audience first, content second. 2. Unfocused Content Strategy Posting without a strategy is like throwing spaghetti at the wall. Determine core themes that resonate with your audience and build a content calendar around them. Consistency means delivering value on topics that build your authority. ➔ A focused strategy brings structure and purpose to your content. 3. Ignoring Engagement Signals If you’re not analyzing engagement metrics, you’re flying blind. Look at which posts get the most: • Likes • Shares • Comments • Leads generated Dig into why they work, and engage back with your audience. Ask questions, start conversations, and adapt based on their feedback. Your audience tells you what they want—listen to them. ➔ Engagement is the heartbeat of reach. 4. Weak Distribution Channels Even great content can fall flat without effective distribution. Don’t just rely on organic reach. Share your content across channels where your audience spends time: • Groups • Email lists • Communities Get your content where your audience is, not where you assume they’ll be. ➔ Reach the right people by expanding your distribution. Is your content connecting? If you want a deeper dive into audience strategies that work, send me a DM!

🚨 An Open Call to the Life Insurance Industry in Sri Lanka Let’s not sugarcoat it, Life Insurance penetration in Sri Lanka is stuck at 1.1% to 1.3%. That’s not just low. That’s alarming. And it’s not because people don’t want to be safe. It’s because nobody’s made them care enough to listen. I’ve been studying this space for the past three years...watching, researching, understanding how people actually think when it comes to insurance. And I’ve come to realize something very simple: People don’t buy insurance because someone told them to. They buy it when someone taught them why it matters. But the way most companies go about it? “Hi, I’m from XYZ Insurance. We have a great package for you. Can I share more details?” That’s not sales. That’s spam wearing a corporate shirt. No context. No care. No return. And the worst part? It’s everywhere. Copy-pasted DMs that feel like they were written by a bot on autopilot. Now imagine flipping that playbook. 🎯 What if instead of selling, we started teaching? Not the usual fear-mongering. I’m talking real, punchy, value-packed content that actually makes someone stop and think. Like: - “Top 3 Diseases That Can Wipe Out Your Entire Savings Before 35” - “What Happens When You Get a Major Surgery in Sri Lanka Without Insurance?” These aren’t ads. These are wake-up calls. They meet people where they are on TikTok, on Instagram, on YouTube, and speak their language. Not insurance lingo. Real talk. And somewhere inside that content, you drop a line or two about the value of being covered. That’s top-of-funnel magic. And when the time comes, they’ll remember the brand that taught them, not the one that tried to sell them. Education isn’t the job of the individual salesperson. It’s a brand-level responsibility. Once brand does the heavy-lifting, when sales agents walk into conversations, prospects are already warm. They already gets it. 💥 Let’s talk SEO. If someone Googles “cost of heart surgery in Colombo,” why isn’t an insurance company showing up with a well-written, unbiased breakdown of real costs? No sales pitch. Just trust. And that trust turns into market share when it counts. Let’s also stop pretending social media is just for kids and influencers. During COVID, Northwestern Mutual didn’t run from content, they ran towards it. They educated, they inspired, and they won. Meanwhile, we’re still treating content like a nice-to-have and wondering why engagement is dead. I reached out to a few heads of marketing in the insurance space, genuinely excited to collaborate, share insights, build something disruptive. But you know what? If the gate’s closed, I’m not waiting at the door. I’ll just throw it out here on LinkedIn instead. If it’s valuable, the right people will pick it up. If not, at least I tried. 📣 This is a call to the industry: Educate early. Relate genuinely. Speak before the need. If you do that, you won’t just sell more. You’ll lead the market. #lifeinsurance #marketing

Your Content Isn’t the Problem Your Strategy Is. You give great advice, so why aren’t the right clients reaching out? Because your content sounds like every other advisor’s. High net worth clients don’t hire based on information they hire based on trust. But if your message tries to speak to everyone, it connects with no one. To fix this: - Get crystal clear on who you help. - Talk about one real problem they worry about. - Make them feel understood, not just informed. When your content speaks directly to their fears and goals, they stop scrolling. They listen.

Here are the 3 reasons your content marketing doesn’t bring in leads that convert… You were told the same thing every B2B team hears: "Just post valuable content. The leads will come." So you try. You share insights. Give advice. Post thought leadership. 👉 The posts get engagement 👉 A few shares trickle in 👉 But the pipeline? Still dry At first, you think: Maybe it’s the format. Maybe it’s the algorithm. Maybe I just need to post more. But the truth? It’s none of those. 𝐓𝐡𝐞𝐫𝐞 𝐚𝐫𝐞 3 𝐝𝐞𝐞𝐩𝐞𝐫 𝐫𝐞𝐚𝐬𝐨𝐧𝐬 𝐰𝐡𝐲 𝐦𝐨𝐬𝐭 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐝𝐨𝐞𝐬𝐧’𝐭 𝐝𝐫𝐢𝐯𝐞 𝐢𝐧𝐛𝐨𝐮𝐧𝐝 𝐥𝐞𝐚𝐝𝐬: 1️⃣ 𝐘𝐨𝐮𝐫 𝐦𝐞𝐬𝐬𝐚𝐠𝐞 𝐢𝐬 𝐭𝐨𝐨 𝐛𝐫𝐨𝐚𝐝 You sound like an expert—but not on the ideal client’s problem. You're seen as just one of many “industry experts” in the feed. The content might be valuable—like advice, hot takes, trends —and even loved. It could get plenty of likes and comments. But it still leaves your ideal client thinking: “Smart person. No clue why I’d hire them.” So they keep scrolling. Because it doesn’t connect your solution to their specific, painful problem. 2️⃣ 𝐓𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐩𝐞𝐨𝐩𝐥𝐞 𝐧𝐞𝐯𝐞𝐫 𝐬𝐞𝐞 𝐢𝐭 (𝐓𝐡𝐞 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐎𝐫𝐠𝐚𝐧𝐢𝐜 𝐑𝐞𝐚𝐜𝐡 𝐆𝐚𝐩) Your content is shown to your network—not necessarily your ideal clients. Your “audience” is often just other creators engaging so you engage back. And in 2025, with more creators and more AI-generated content, organic reach is shrinking fast. 3️⃣ 𝐓𝐡𝐞 𝐩𝐫𝐨𝐜𝐞𝐬𝐬 𝐢𝐬𝐧’𝐭 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞 To do it right, it’s too much for 1 person to do if it’s not their full-time job. You’d need a strategist, writer, editor, etc. You don’t have that. So even if it worked… it wouldn’t last. 𝐓𝐡𝐞 𝐟𝐢𝐱? 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 & 𝐁𝐨𝐨𝐬𝐭𝐢𝐧𝐠 ✅ Create laser-focused content about the strategic problem your ideal client didn’t realize they had ✅ Frame the problem in a way that makes your solution the only viable path forward ✅ Boost that content directly to decision-makers who feel the pain ✅ Stay in front of them until they realize it’s costing them more not to reach out to you. You don’t need them to see tons of content. Just content about the problem you solve—content that converts. And when they finally reach out? They’re not cold. They’re not shopping around. They already see you as the only solution that makes sense. We’ve seen booked calls come in at $60 to $120 each (for deal sizes ranging from 4 to 7 figures). 𝐇𝐞𝐫𝐞’𝐬 𝐡𝐨𝐰 𝐭𝐨 𝐝𝐨 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 & 𝐁𝐨𝐨𝐬𝐭𝐢𝐧𝐠 𝐲𝐨𝐮𝐫𝐬𝐞𝐥𝐟: https://lnkd.in/eqGe-rvA

Insurance agencies, PLEASE STOP sending your prospects and customers to rater engines or quoting software websites as your initial lead form. It should NOT go like this: “GET A QUOTE” ➡ Bold Penguin or Applied Rater or Quotit or EZLynx. Here’s what happened: I was on a call with an agency principal this past week, talking through opportunities to optimize for conversion on their website. We tested their commercial quote funnel together. I clicked ‘Get a Quote’… ➡ It sent me straight to Bold Penguin. ➡ The form didn’t load. ➡ I couldn’t submit anything. Lead dead on arrival. Imagine if I were a real business owner, ready to buy. That moment of intent? Gone. I’d leave, find another agency, and they’d get the business instead. Here’s the problem: When you send prospects to a third-party rater or quoting tool right off the bat: You lose control of the process. These tools aren’t optimized for YOUR conversions. If they break, slow down, or add too many steps? You lose the lead. You lose the data. If the prospect drops off mid-process, you don’t capture their name, email, or phone number. You can’t follow up. You’re left with nothing. You’re handing off the sale too soon. Raters and quoting tools are for later in the process—not the first point of contact. The goal of your lead form is simple: capture the basics so you can follow up, nurture, and close. Here’s what to do instead: 1. Simplify your lead form to 4 fields: Name, Email, Phone, and Insurance Needed. 2. Capture that info FIRST. 3. THEN hand the lead off to your quoting software or rater engine if needed. This one change ensures you: ✅ Keep control of the lead experience. ✅ Capture valuable contact info up front. ✅ Fix broken funnels that are costing you ready-to-buy leads.

𝐘𝐨𝐮’𝐫𝐞 𝐚𝐫𝐞 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐰𝐫𝐨𝐧𝐠 𝐚𝐧𝐝 𝐢𝐭’𝐬 𝐧𝐨𝐭 𝐲𝐨𝐮𝐫 𝐟𝐚𝐮𝐥𝐭 You've been told: × “Just write about new laws” × “Post consistently and the leads will come” × “Write for Google first, clients later” But here’s the hard truth: Most of that content doesn’t convert. Not because it’s wrong. But because it’s disconnected from the actual offers your firm wants to be hired for. Let me break it down; If you're targeting personal injury clients, but you're writing deep-dive blogs on tort reform, you’re speaking to legislators, not the woman who just got hit at an intersection. You see the gap right? Content doesn’t just need to teach. It needs to align ↳ With the service. ↳ With the search intent. ↳ And with the stage of awareness your client is in. Here’s where to start: Pick your core practice areas. Not all of them, just the top 3–5 that drive the most revenue. Think: ✓ Immigration ✓ Personal Injury ✓ Family Law or whatsoever Now build around them Instead of writing content about the law in general, write content that helps real people move closer to hiring you. The easiest way to do that; Match your content to three stages of awareness: ➜ Problem-aware: They know something’s wrong, but not what to do. → “How long do I have to file after an accident?” ➜ Solution-aware: They’re comparing legal paths. → “Is arbitration better than litigation in business disputes?” ➜ Offer-aware: They’re ready to hire. → “5 questions to ask before hiring a family law attorney.” Each post should walk your reader one step closer to your intake form. You don’t need 10 writers to do this. You need a framework that starts with your offers, aligns with your buyer journey, and helps every piece of content drive toward your intake goals. Because when your content strategy is tied to revenue not just reach, you stop hoping for leads… …and start seeing results. Want to see what a practice-area-first content plan looks like? Book a 1:1 discovery call and I’ll walk you through it. #LegalSEO #SEOcontent #legalcontentstrategy

Why Brokers Struggle to Stand Out Online - And What to Do About It Most brokers I speak with are brilliant negotiators offline… But painfully invisible online. And it’s not because they lack expertise. It’s because they talk like everyone else. "Tailored risk solutions." "Global reach, local knowledge." "Committed to protecting your cargo." Sound familiar? These phrases mean nothing to your ideal clients. They’re noise. Here’s the brutal truth: If your posts, comments, and profile sound like they were written in a corporate brochure… you’re not building trust- you’re blending in. The real reason brokers struggle to stand out: You're talking like a broker. You should be talking like a problem-solver. The commodity trader doesn’t care that you’re a Lloyd’s coverholder. They care that you can get their claim paid when their cocoa shipment sweats in Lagos. The supply chain manager doesn’t need to know you’ve been in the market 20 years. They need to know how fast you’ll respond when their container gets stuck in Antwerp. So what should you do? Post stories, not slogans. “Client called me at 2AM. Shipment seized in Tema. We had the certificate redrafted and reissued by 6AM.” That wins trust. Answer real questions your clients are Googling: – What does FOB mean for my cargo cover? – Why does my marine policy exclude delay? – Who’s liable if my freight forwarder messed up? Be visible where decisions are made. Most underwriters and claims managers are on LinkedIn, not sitting in their offices waiting for a cold call. If you want to win deals, educate. If you want to be remembered, show receipts. And if you want to stand out, stop playing safe. Want to change how you appear online? Start here: https://lnkd.in/eBz4N7cH