Insurance lead generation is all about creating and building a proper sales funnel with intelligent tactics to attract potential insurance customers.
To do that, you as the insurance marketer must first forget about what you’re selling and focus on how you do it. For example, if you’re actively marketing a new deal on an insurance policy, the chances are that you are doing your absolute best to serve it to your prospects in a way that appeals to them.
But let’s face it, your business is doomed for failure if nobody finds your pitch appealing. That is unless you — the marketer — have an excellent base of qualified prospects and leads to target during your next insurance marketing campaign.
There are two general approaches to lead generation for insurance companies: using various marketing channels to gather leads or purchasing qualified leads from insurance affiliate networks.
This article will unpack the basics of lead generation by providing you in-depth insight so you can learn more about how to generate leads online and how you can take your lead generation to the next level.
A lead or prospect is a person who shows some type of interest in a company’s products or services. Leads often hear from businesses after opting in for communication or indicating an initial interest in the company’s offerings by filling out an online form or submitting personal information in exchange for an offer, subscription, or service.
All in all, leads are known as an essential part of the lifecycle that users follow as they move from visitor to consumer of any good or service. There are many types of leads, and they can be sorted and filtered based on qualification and their position in the sales funnel.
The term “lead generation” describes the process marketers follow to attract prospects and move these leads toward purchasing the goods or services their company is offering.
There are countless methods by which insurance leads are generated. For instance, you can gather lead data by using social media advertisements, online coupons, PPC ads, SEO blog posts, gated content, and other types of online marketing methods.
Lead generation marketing is the process that businesses follow to form a good lead base with the contact information of qualified buyers.
Lead generation marketing often includes following the steps of the marketing funnel, which is the process of turning leads into customers, as understood from the marketing and sales perspective. Here’s how the marketing sales funnel works:
The marketing funnel is primarily used to support companies to gather, nurture, and convert leads into sales, guiding them through the process until they are ready to commit to sales.
When consumers engage with your company, they initiate organic interest in the product or service you are marketing. So at this point, it is up to you to provide value to this prospect and transition them to a consumer.
This is where lead generation comes in: it occurs after you have obtained the attention of a target audience and are ready to turn that interest into actionable sales. In short, lead generation is an essential topic for all business models because, without leads, a company will not have the ability to convert prospects into customers.
As an insurance marketer who wants to learn and know how you can grow your lead base, you should consider incorporating the following methods into your marketing strategy:
It’s essential to understand how Artificial Intelligence can support your insurance business. Using AI to automate manual practices such as data gathering and sorting will maximize your team’s efficiency and help you remain focused on customer interaction.
Some AI applications can also help put data at the forefront of all of your marketing decisions. For example, some AI integrations allow you to look at past customer trends and behaviors to predict future trends and create marketing campaigns around customer lifetime value, claim frequency, and even new targets for lead generation.
AI applications also help loosen time commitments and ease decision-making when it comes to gathering and maintaining client data. For example, with more and more insurance marketers looking for ways to avoid underwriting policies that are nonstandard, AI can help with the lead filtration process, allowing you to see which of your leads qualify for a given campaign. In addition, leveraging lead management systems backed by AI integrations will help you decide a lead’s eligibility status and quality.
Build your website around high-quality content relevant to the insurance business. You can additionally distribute outperform the other and long-form industry guidelines, gated white papers, and shorter blog posts that include high-volume search keywords unique to your business or industry.
By consistently creating and distributing appropriate materials, you will attract more web traffic, increase your insurance company’s visibility across the web, and encourage existing and new policyholders to visit your website and sign up for the services you are marketing.
Take that creation process up another notch and produce engaging social media content and invite your customers to follow your ventures through these social accounts. Again, share relevant and educational content that is light and easy-to-digest for your clients and target audience.
You can additionally use targeted social media ads to a specific demographic in a given geographical area to raise awareness regarding new promotions, company updates, or other events that your insurance company is currently handling.
Once you have organized the basics of your campaign, focus on following up with leads, website visitors, and those you send gated content about insurance leads to. Use data analytics to understand which of your lead marketing initiatives outperform the other and narrow down characteristics about your target audience.
For example, see if return visitors outnumber newcomers, then create content directed exclusively toward the consumption of these personas. Additionally, use lead tracking metrics that will help you understand which of your marketing campaigns have worked and which strategies need to be altered or replaced to provide you a better return on your marketing investment. When you deploy the practice of using data to drive your campaign, you will be much more successful.
Inbound marketing is a strategy that uses many forms of pull marketing — in blogs, SEO content, social media, and other metrics — to increase brand awareness and attract new leads. It consists entirely of organic leads, so it’s completely independent of marketing budget limitations.
On the other hand, outbound marketing revolves around proactively reaching out to customers to draw them in to commit to purchasing and using your products or services. This method helps promote a product through continued advertising, promotions, PR, and sales pitches.
When you utilize both methods, you’ll create an effective marketing environment, with multiple running outreach campaigns that are sure to bring a positive return on your investment.
Email marketing is one of the oldest yet most effective methods of lead generation. It is so because consumers generally like having the option to visit deals and do “shopping” at a time that is most convenient to them.
Email marketing channels allow marketers to send personalized, demographic-specific messages to prospects who are likely to show interest in the product or service they are offering. Additionally, email marketing provides room for strategic, targeted campaigns and follow-up emails based on client response.
Paid search ads allow companies to reach out to vast amounts of customers in almost an instant. With inserted keywords and terminology, paid search advertisements are an effective method to reach target audiences. Here are four of the most common methods of paid search ads for insurance carriers:
Emerging marketing technology and software are the driving force behind any industry trend or standard, especially in lead generation for insurance marketers. Thus it is essential to keep up with new and coming technologies that can automate your marketing efforts and allow you to focus on the actual act of providing customer support.
Here are some technologies you should consider in your insurance marketing strategy:
Build a network of people who will attest to your service’s quality and recommend them to their networks of insurance prospects. Here are some networking methods that can help you widen your audience:
Your insurance lead generation strategy should have a single direction and a practical goal: to get people to visit your website. Once you have accomplished that, move your visitors through an easy-to-follow informative funnel.
To do that, you should consider the following:
Affiliate networks act as the “middle man” between publishers and buyers, allowing affiliates to find qualified leads suitable to purchase their products or services.
Joining an affiliate network means you will gain access to the sophisticated technology that paves the way for high conversion rates for the web and call leads you purchase. In addition, affiliate networks allow you to filter and pay for only the leads that convert.
Publishers use proven marketing channels like SEO, PPC traffic, and social media platforms to generate leads. These leads are then fine-tuned and distributed to advertisers, who then contact these leads to convert them into sales.
Being a part of an affiliate network for insurance carriers means that you first look at new leads at competitive industry prices.
Are you still wondering how to generate insurance leads online? Just know that there are many moving parts to any lead generation campaign, and it’s often difficult to tell which parts of your campaign are working and which ones need to be fine-tuned a little bit. Regardless, there are always little-known tips that every insurance marketer should know.
Let’s highlight some of the basics for when you’re building up your next campaign:
The aforementioned tips will help you refine your marketing strategy and pave the path to a successful lead generation campaign, supplied by valuable content, competitive social media presence, data analytics, and a modern approach to lead generation.
Paired with membership within the Profitise affiliate network, these tips are bound to elevate your insurance business to the next level, with a ton of qualified leads that turn into customers.
Profitise offers several types of support for affiliates and advertisers who are looking to take full advantage of lead generation. So, if you’re looking for extra guidance in your lead generation efforts, register with us today.
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