InsureTech Inbound Marketing


InsureTech Inbound Marketing

Insuretech Inbound Marketing. You know that your products and services are specifically designed to improve the lives of your customers – unfortunately they don’t necessarily realise that for themselves. An informal poll conducted by FC Business Intelligence found that InsureTech start-ups face significant challenges when releasing products, particularly on a trust level.


It’s the classic marketing challenge – if they don’t understand your product, they won’t buy it. Or trust it.


Seeing is believing


As one young man remarks in the linked video above, he needs to see the InsureTech products in action, along with proof of benefits. Which is why case studies have an important part to play in your inbound marketing campaigns.


In an ideal world, you would be able to demonstrate products and services directly to each prospect. And although you can offer free app downloads, trials and time-limited reductions, you still need to provide a reason for them to bother.


Case studies to the rescue


The alternative is to provide real world case studies explaining how lives have been improved, money saved or time reclaimed. Consumers need to know exactly what your product is designed to do, backed up by concrete evidence that it delivers (or exceeds!) your promises.


In terms of inbound marketing, real-world proof from your existing customers is of far greater value to prospects than unproven marketing claims. Which is why case studies are an important part of your InsureTech inbound marketing strategy.


Documenting the experiences and gains of existing users helps prospects understand what to expect when they partner with you. So what should a case study include for maximum effect in your inbound campaigns?


Actual benefits realised


Case studies must emphasise the value delivered. If your InsureTech platform helped a customer save £50,000 over the course of a year, make sure your case study mentions it. The more specific you can be about the benefits, the easier it is for prospects to relate.

Real names

A case study that mentions genuine company names and features quotes from actual service users is infinitely more credible and powerful than an anonymised story. Without this kind of “humanisation”, your case study is indistinguishable from a made-up story.


Address your prospects’ pains


Chances are that the business pains your InsureTech service solves for existing customers are exactly the same experienced by your prospects. Make sure that your case study clearly identifies these problems and spells out exactly how your InsureTech product solved them.


The overall goal of using case studies in your InsureTech Inbound marketing campaigns is to make your readers think “Wow! Those benefits would really help me/my business”. They need to believe that your platform can deliver the same results for them too.


Which is why you need to build up a portfolio of case studies to use in your inbound marketing campaigns. The more stories you can collect and publish, the more it will appear that you can deliver these benefits consistently to all kinds of customers.


Whether you operate in the B2C or B2B FinTech sectors, people love to read stories, which is why case studies are often one of the most powerful inbound assets you can create.


For more help and advice on creating case studies that drive engagement with your prospects, please get in touch.


Inbound Marketing Call to Action

Paul Sullivan
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