In a competitive market like the auto insurance industry, it’s important to stay on top of your lead generation strategy. Without focusing on generating new qualified contacts, insurance agencies risk losing business to competitors and will have a hard time increasing revenue.
Like scheduled maintenance for a car, securing new business takes consistent effort and upkeep as well. We’ve broken down a few ways to keep your business engine oiled so your pursuit of new leads can run smoothly.
The Fixer Upper
Like an old car that could use a bit of work, taking the time to evaluate how your leads are nurtured can help revamp a conversion process that perhaps hasn’t been working properly. In order to close the gap between qualified and unqualified leads, it’s worth understanding the actions prospects are taking during your buying process. Whether you need to review call recordings to make improvements in customer service or evaluate shorter call durations, call tracking software provides the tools that are needed to truly uncover what part of your buyer’s journey needs extra attention.
Perhaps your call time with new customers is consistently short – adjusting your initial data collection process through an IVR or automated system could be a key shift in how long a lead is willing to stick around. Transitioning manual processes to a more efficient and technologically forward approach will leave you feeling as though your business is as good as new!
The Safe Option
It’s important for any car to have a strong center of gravity and all of the necessary safety equipment. In the business world, a well-built center of gravity looks like a dynamic and user-friendly presence online. Having a solid website is a foundation for which the lead generation process exists.
When a potential customer visits a website that is designed well and has a clear message, they are more inclined to show interest in the rest of what a company or business is offering. Furthermore, building upon the foundation of a website, content should be aimed towards encouraging website visitors to fill out information and follow certain Calls-to-Action that lead them further along in the sales process.
The Classic Car
Like a 1969 Mustang or a Cadillac from the 1950s, only a few marketing techniques have stood the test of time to become classic ways to generate leads. If we look at certain practices through this lens, email marketing is the El Camino of the group, if you will. Engaging with potential customers through robust email marketing campaigns and newsletters is a tried and tested way to secure leads and keep existing customers informed.
Consider the strategy of using email marketing to re-engage leads that may have fallen through the cracks. By aggregating lists of leads based on their scored interest and using email marketing to personalize messaging, your marketing strategy will become much more effective, and your audience will inevitably be refined and qualified as a result.
The One With All the Bells and Whistles
Back up cameras, hands-free systems, Bluetooth audio, automatic seats, cars now come with more features than ever before. When it comes to lead generation strategy, you should approach the way you market to potential buyers with a similar suite of add-ons. Taking the time to create relevant content, developing a presence on social media, and discovering new and innovative ways to keep your audience engaged will ultimately add value to any type of campaign.
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