Insurance Lead Generation From Instagram
With approximately an average of one billion monthly users, the Facebook-owned Instagram is one of the biggest social media platforms on the planet today. It would be absurd not to seize this opportunity to find new audiences that could be interested in the brand and services you promote.
In this article, we will explain how to utilize Instagram features to engage with your audience and generate insurance leads.
Why Use Instagram For Lead Generation?
Without a doubt, Instagram is one of the most powerful lead generation platforms for visual-reliant brands. There are hundreds, if not thousands, of affiliate marketing Instagram accounts you can collaborate with, so it all boils down to your ability to research and negotiate.
However, Instagram marketing is slightly different from other social media platforms because it doesn’t use a chronological feed. Simply put, the feed of any given user won’t show new posts in sequential order. Instead, Instagram uses a rather complex algorithm that shows content based on popularity and user engagement.
Some initial research will allow you to figure out what kind of audience you can reach. Fortunately, the Instagram app comes equipped with an Insights function that enables you to research the demographics of your audience and followers in just a few clicks.
How To Drive Website Traffic With Instagram
Right off the bat, you will need to make an Instagram account for business. This can easily be done via the Instagram app, by switching from an existing profile or making a brand-new account. The only caveat to this is that you have to sign up with an e-mail instead of using your phone number. This way, you will be granted access to a business profile and to multiple users who will be seeing it.
The shiny new badge on your profile indicates that you’re not a regular page but a business. It is now probably a good idea to set attainable goals you want your marketing campaign to achieve. This can be anything from creating an online presence for your brand, raising the bar of your brand awareness objective, or finding new leads. The most crucial part of this is that your ambitions and specific goals of gaining Instagram traffic are attainable.
Use Built-in Visual Features And Metrics
The best thing about having a business account instead of a simple creator badge is that it gives you access to better analytics tools that provide insights into the performance of your account on the platform.
In case you don’t want to use third-party apps, don’t worry, you can still use the stock Instagram edit option to tweak the visual features of your posts to a great effect. Editing will be crucial, since Instagram is — contrary to other social media platforms — a visual medium, so your posts should look good naturally. That is, if you want to find an audience and grow your follower base.
Creating your own style will make your profile stand out from other companies operating in your sphere. But creating an aesthetic for your brand that will be recognizable is no tea party, especially if you are an inexperienced Instagram user. For this reason, we have a few tips that will help:
Add Website Link And CTA In Bio
When it comes to adding links and calls to action to your Instagram profile, the edit button is your best friend. Some users may wonder: “But how do I put a link in my bio?”
Let’s take a look at this feature in detail and try to answer these questions.
Assuming you have already created a business account, you can go to your profile and choose the edit profile option. After that, it’s fairly straightforward. Simply select the business information and contact options. Once you’re there, you can add an interactive button that you can use as a call to action with a clickable link. Due to Instagram’s limitations, you can only add up to 150 characters in your bio, so use it wisely!
Use Clickable Links From IGTV
Instagram action buttons aside, there are other ways to add clickable links to your Instagram profile. Get some video action by creating a short, 1 to 3 minute video, and post it to your IGTV (Instagram TV). Once posted, you will be able to add a link to your Instagram story. You can do this by pressing the link icon that will appear at the top of your IGTV video screen. This way, you will be able to select the video that you want to link to.
Create Content Plan And Post Regularly
To gain new followers you will have to post. Often. That being said, posting often won’t necessarily guarantee the instant success of your marketing efforts and a flood of new potential leads. Consistency, on the other hand, can help bring new followers and retain the bulk of those who are already subscribed to your account.
“Work smarter, not harder” is certainly an applicable phrase in regards to Instagram as a marketing tool for your insurance brand. For example, pinpointing a time of day when your target audience is most active is a good way to increase the reach of your content. Setting a certain time frame to post can have a greater impact on your audience.
Bear in mind that people who frequent social media platforms and follow your account, are not there to watch your sales pitches. They are on Instagram to be entertained and in some cases, educated. Although some might suggest that it is important to deliver as much content as possible, you need to make sure that your content and posts are of good quality, all the time.
Your options are not restricted to creating photo and video content only. Instagram also gives the opportunity to generate leads on its ads platform. You can create targeted ad campaigns to promote your product, offer special deals, and more.
Ask The Audience To Turn On Push Notifications
For the most part, people disable their Instagram push notifications completely. However, if they find content that is entertaining or has educational value, they may as well turn the notifications on. So, if you think that your content is strong and meets the criteria, you can run an ad between your Instagram stories to ask your followers to turn on push notifications on your profile.
Use Call To Action In Post Descriptions And Images
Conversely, you don’t have to run full-blown ads to achieve specific goals. Thanks to the power of editing, it is possible to add pretty much anything to an existing photo or video. Text, links, stickers, emojis, you name it. Using this to your advantage can be all the difference between success and failure.
Utilizing Instagram stories will make your brand stand out from companies that don’t bother with creating content that has a daily expiration period. Stories on Instagram are part of short-lived content, so it’s important to remember to update links and tags regularly, given that they disappear after 24 hours. Ideally, you would want to convey your message in the first few seconds of your Instagram story, considering how quickly a user can flip through or skip them.
Add Action Buttons To Your Instagram Profile
On top of the regular call-to-action options, there’s another Instagram feature worth highlighting: action buttons. At the time of writing, only business profiles on Instagram are allowed to have action buttons, so turning them on will help your brand stand out.
Aside from the contact details and links to your company website and services, you can also add an FAQ section that will answer your customers’ questions quickly and concisely.
It is also not a bad idea to use the “Highlights” section for its intended function – highlighting your best-performing stories. That’s right, stories that are added to the highlights section won’t disappear after 24 hours. You can use these sections as a means of archiving previously posted story posts that you’d like your audience to turn back to.
Use Hashtags Properly
Hashtags help in categorizing the content on your page so users can find it easily using search filters. For you, however, they should act as keywords that people use to find the content they need. Researching popular tags will help you understand the time it will take for your post to go up the ranks of positioning, and into the first section of recent posts. Take what you learn during your hashtag research and frequently use the best ones to predict how long your post will be trending in user feeds.
Albeit you can add up to 30 hashtags to any single post, it is recommended to use them sparingly so your post description won’t look too cluttered and you don’t drive down engagement with your followers. Although it is possible to use hashtags in a creative way to drive potential followers to your profile, you have to remember that their main purpose is to be informative and describe your posts in the best way possible.
As your follower count grows, it is probably a good idea to use tags less liberally. At the end of the day, you should keep in mind that the visual quality of your posts is just as important as content and tags. Whatever you post should be appealing to your target audience, since using hashtags will put your content alongside other accounts that use the same tags. By keeping the photo and video quality of your content high, you are making sure that it drives more traffic to your profile.
Utilize Cross-Posting To Your Advantage
Thanks to Instagram’s integrations with other social platforms, you can automatically share the same posts to Twitter and Facebook, if you enable this function on your profile. If you use Instagram as an additional force of driving traffic to your main website or a blog, it is important to track the user clicks.
Adding a website link to redirect users to your company site is a good way to promote your brand and to get more traffic directed to your website.
Running Instagram Ads
One of the main goals of any social media ad campaign is to get users to click the links that lead to your company’s website. One of the most effective ways to do that on Instagram is by running ads. Most businesses with Instagram accounts use stories one way or another — it’s important that your company keeps up with competitors.
Instagram CTR
While you run an ad campaign on Instagram for real targeted traffic, it is vital to monitor how well the campaign is going. To do that, use the simple, yet efficient metric – CTR, or click-through rate. CTR will help you determine how many people actually visit the Instagram links you provide in your stories, posts, and in your bio section.
Tracking CTR helps measure website traffic from referrals and sponsored ad campaigns. A dropped CTR report is usually a good indicator that your content is missing its aim and something needs to be changed.
Collaborating With Influencers
Teaming up with celebrity Instagrammers is a win-win, but you need to make your account attractive to them in the first place.
Depending on the goals you want to achieve, you need to hand-pick people you would like to work with. While it can be difficult to find the right influencer to partner with, especially in niches like insurance or finance, you need to approach it strategically, keeping high standards. After all, this person will be associated with your brand for a long time, regardless of contract terms and length.
How To Promote Your Business Instagram Account
Alternative avenues of generating leads through Instagram do not end with influencers. You can still push your pictures and videos to the trending section, using targeted ads. Depending on your target audience, the pricing can vary dramatically, which means that this method isn’t the most financially viable. Once you familiarize yourself with the Insights function, selecting a target audience for your content won’t be an issue. Casting the net too wide may not bring great results, so selecting a niche for your brand is a better solution when it comes to bringing new prospects using Instagram as a marketing platform.
Targeting The Right Audience
Proper targeting of your audience is key to generating insurance leads. Using Instagram stories lead generation is a good place to start. Without targeting, however, you probably won’t bring too many qualified Instagram leads straight away. If you have done your research, created a perfect target audience, and ran a targeted ad campaign, and still didn’t reach the expected results, there are a few more options to try.
Optimizing Instagram Profile
As an insurance business first, your main goal is to drive people towards your website. This can be done using the methods we have covered earlier. With that, here are a few more unconventional tricks that you can utilize:
- SEO: Write keyword-optimized captions for your posts and combine them with the hashtags you normally use. Just remember, hashtags should be relevant to the content you’re posting.
- Geotagging: Geotags can tell users about your location, which can sometimes help if your business operates locally. Aside from giving context to people who might visit your location, it’s just another search filter that prospects can use to find your content. Since it won’t take a lot of time to add to your posts, use them as often as possible.
Don’t Use Black Hat SEO Tactics
While it might be tempting to use underhand tactics such as black hat SEO in moments when you struggle to gain enough exposure, it is best to steer clear of them. Of course, you can get a short-term boost in the trending section, but it’s important to remember that using these techniques risks compromising your business account.
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