The internet has significantly simplified people’s lives. Today, businesses of all segments understand the significance of staying connected and being relevant on the web. The insurance industry is no exception.
One critical component of success online is consistent lead generation. This has proven to be tough for many insurance agencies. However, the rules of lead generation are not too different for insurance companies.
There are hundreds of lead generation strategies that you can implement. Some will be suitable for your business, and some won’t be.
Check out these 15 strategies that you can use to generate insurance leads in 2020 and beyond:
1. Your Website Is Your Headquarters
Today, most of your leads will come from the internet. Therefore, treat your website like your headquarters. Use the website to provide value that you would offer someone who visits your physical address.
One mistake many insurance agencies make is having a mediocre website with low-quality content. Do not expect to generate quality leads from such a website.
Your website will work hand-in-hand with other lead generation strategies by converting visitors into potential leads. Therefore, make sure it is attractive, informative, and easy to navigate.
2. Get Listed on Reputable Review Sites
After creating a great website that speaks for itself (has call-to-action buttons, signup forms, contact page, quote button, etc.), get your business listed on reputable review websites. Many agencies post their own reviews and testimonials and stop there.
However, today’s consumers are savvy and will want to know what third parties are saying.
By getting listed on a trusted review site, you add more layers of credibility to your brand. Make sure your business is listed on sites like Yelp, Thumbtack, Google My Business, and others.
3. Provide Valuable Content
Providing quality content is vital to the success of any business with an online presence. As an insurance agency, providing informative, educational, and entertaining content can help to engage prospective leads and show them why they need to do business with you.
People are searching online for answers and meaningful insight. Create informative content to position your business as a one-stop resource where people can have their insurance concerns addressed.
4. Market Your Content
Creating useful content is not beneficial if you can’t market it. If no one is reading your content, then what’s the point?
Look into multiple strategies for promoting your content. Reach out to influencers or guest post on reputable sites to get backlinks back to your website.
5. Optimize Your SEO
Search engine optimization is the backbone of online traffic.
Want to receive lots of traffic and rank higher on search engines?
Carry out both on-page and off-page optimization on your website. Tie this strategy to your content marketing strategy, and you’ll have a winning lead generation campaign.
Research keywords that are highly searched by your target audience looking to purchase insurance. Use research tools like Google Keyword Planner, Ubersuggest, KWfinder, and Buzzsumo to find out what your audience is searching for online. Also, take advantage of long-tail keywords to reach users that may not be targeted by other insurance companies.
6. Integrate Lead Magnets
Online visitors never stay too long on a page, unless it’s worth it. You want to keep visitors for as long as possible to get them to take further action. One of the ways of doing this is by using lead magnets.
Lead magnets prompt visitors to provide their contact information in exchange for something valuable.
Examples of lead magnets include courses, webinars, reports, VIP offers to exclusive events, and other content items with manifest value.
7. Interactive Widgets
Some people would rather help themselves than spend time contacting support. According to research, 70% of customers prefer using a company’s website to get answers of their questions. Therefore, consider having interactive widgets on your website that prompt visitors to help themselves.
For an insurance agency, tools like quote generators and calculators can be effective in generating leads.
8. Integrate Videos
Video marketing is becoming a lot more important—meaning insurance marketers must have a detailed understanding of this medium. Most people are using smartphones and tablets to carry out their online searches. These users find videos way more attractive compared to written content. Many indications are that, when it comes to content marketing, videos are set to take over the world.
9. Social Media/Forum Contributions
Global social media users in 2019 were 3.484 billion. That is an enormous number with potential clients waiting for you to reach out. Interact consistently on social media as well as forums where people interested in insurance matters congregate.
10. Make Use of Referrals
Referral programs can be robust lead generators if they are structured well to sift out poor-quality leads. The one thing that sets referrals apart from other strategies is that the oncoming traffic belongs entirely to your niche. This makes it easier to transform them into quality leads.
Referral programs can be traditional word-of-mouth or online-based solutions. Regardless of the program you opt for, structure it so that it helps you to achieve your lead generation goals.
Networking is still vital to business success. Join networking groups and socialize with other professionals to exchange insight and open your business to new opportunities.
12. New and Old School Adverts
Online marketing has limitless potential for generating leads. However, when it comes to the insurance industry, which mostly serves a demographic that is not internet-oriented, you also want to consider offline marketing methods.
Traditional advertising methods are still important as a considerable percentage of people are still looking at print and other offline channels. To cater to this significant market base, make use of various traditional advertising strategies that you feel work for you. They may include newspaper ads, radio ads, TV ads, and billboards.
13. Effective Customer Support
Excellent customer support can help generate leads in various ways. You can use call tracking software to track the details of your prospective customers. Offer support and free guidance to prospective customers and follow-up on them.
For example, you can have live chat software on your site where visitors can interact with a staff member 24/7 or use an email marketing platform to nurture these leads.
You may like: Why Is Call Tracking Important in Marketing Analytics?
14. Seminars and Webinars
Webinars are not very different from seminars, except they are held on the web and are less of a class and more of an interactive meeting.
Use online seminars and webinars to offer essential information to potential clients about the value of insurance.
15. Purchase Ready Leads
Buying insurance leads is not a bad idea, especially if you are starting out. By purchasing, you will get instant leads without a hassle while you are building your lead generation strategies. Companies like InsuranceLeads will sell you leads that you can follow up on.
For an insurance agency to be successful, it requires constant influx of leads. Establishing an online presence is the best way of generating qualified leads. Once you get these qualified leads, it’s important to manage them effectively. Use a lead management system to get the most out of your lead generation efforts.