A new way to insure your business is to create unique content
Let’s take this concept of insuring your business with unique content to the example of insurance agents. Yes, insurance agents can insure their business with unique content. We would know because at KazSource, Inc we have an insurance brand.
What do health insurance agents, group benefit advisors, and property and casualty agents all have in common? They are all part of an industry that is being disrupted at a rapid pace. Most industries are being disrupted. Disruption can come from government regulations to tech companies. There are various factors that are changing the playing field, and the pace of change will only speed up.
There are three ways any business can stay relevant and prepare for both the short-term and long-term future. The first two reasons apply mostly to insurance related advisors, but there are parallels to most businesses. The third reason is the “create unique content” idea.
1. Diversify Your Company with Other Products
Most agents in the area of health insurance, group benefits, and casualty insurance can offer life insurance to their clients—without having to earn additional licenses and certifications. Selling life insurance products has multiple advantages. Normally, if the clients of a casualty agency pass away, that is the end of the business relationship. The next generation will not remain clients for long unless the agency helps deliver a death claim. In other words, the agency helped plan out the future of the client’s family or business. Life insurance also generates more revenue than any of the products typically offered by a casualty agent. And don’t forget you may acquire clients who are in need of life insurance first. And from there they may go on to buy some of your other products. You know, the other products you are most known for. The more you can offer, while still remaining focused on your core business, the larger your pool of potential clients will be.
2. Make the Business Stand Out
Most health insurance, group benefit, and casualty agents say their differentiator is the variety of carriers they offer, their pricing, or their customer service–all good things, but are these “good things” really enough to make you stand out from the crowd? Dig deeper. Try something new. Perhaps you have the ability to help your clients create new strategies for their business. Or maybe create networks where your clients can exchanges services. Or offer additional services, such as payroll, human resources, and accounting–and all the while maintain your expertise in your specific niche. Or take a look at number three below.
3. Create Unique Content
But you can’t offer any services or products to anyone if nobody knows you exist. Sure word of mouth works. Old school techniques work. Doing good work works. But go bigger. How are you going to get yourself on people’s radar in the modern world? Traditional marketing might not give you the results you need anymore—at least not by itself. Instead, let your unique stories, ideas, and thoughts bring people into your world. Are you a thought leader? Can your content educate and entertain? If your public face can itself provide value, then potential customers will come to trust your experience and opinion, and when they are ready to seek out financial or insurance products (or whatever products you offer), who better to trust with their needs than you?
Insurance, generally, is a kind of safety net, something you can rely on when your plans fall through or when the unexpected happens. Well, the rate of disruption in our industries is so fast that a lot of plans are sure to fall through and not all of them relate to needing an insurance product. Diversification, uniqueness, and content marketing can be your insurance policy so that your business will thrive no matter what changes come our way.
And just in case you think I am blowing smoke, let me tell you I’ve already followed my own advice. KazSource started out as a life insurance brokerage group, then became the only such group that helps entrepreneurs build and protect their business by adding a content marketing agency where we create unique content for our clients. I wouldn’t offer up these ideas if we hadn’t done it in my own business.
In need of ideas on how to start? Below is a list of articles to help.