How to target local finance and insurance professionals online
Warrillow & Co. reports brokers and advisors are nearly twice as likely as the average small business owner to participate in a webinar or online tutorial.
Likewise, they attend online training at nearly triple the rate of the average entrepreneur.
Warrillow advises:
Finance and Insurance professionals survive on knowledge; it’s both their biggest asset and greatest risk. It’s no wonder then that business owners in this industry are among those leading the charge for on-demand information on the internet. This channel makes updating their acumen fast, easy, and convenient. What can you do to capitalize on this trend?
1. Augment your online advertising: Focus on continuing education providers for the finance and insurance industry and look for advertising and sponsorship opportunities.
2. Convert your literature: Don’t mistake this vertical for bankers, they don’t want paper! If you’re marketing products to this vertical, ensure you have accessible how-to videos in the prominent marketing portions of your website, not just in the service section.
Great marketing to small business isn’t about figuring out how an entrepreneur might use your product, it’s about figuring out the entrepreneur himself. A business owner’s habits, daily routines, and information sources are all prerequisites for your marketing campaign. Without these insights, you’ll never reach the business owner in the first place.
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