Simplifying Lead Generation for Insurance Agents

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By Divyesh Patel

Insurance policy selling is one of the toughest works worldwide. According to the Statista data, the US has around 616 companies dealing with Life Insurance Products. Interestingly, the agents of these companies have faced rejections in one form or other in their tenure as insurance advisors.

Today, customers are much smarter than before. Companies use telemarketing as a tool to promote their insurance products, but customers simply enlist themselves on DND (Do Not Disturb) registry to make sure those calls don’t reach them as per the prevailing telecom rules of a country.

Now, coming to email marketing, the situation is not much rosy here either. All promotional emails eventually go to the Bulk or Junk folder where users hardly pay any attention. However, Insurance agents need not to worry. ​

​Lead Generation Tips for Insurance Agents

1) Social Networking Site:

With traditional avenues of a lead generation being closed, and more and more people are accepting social media as a necessary part of their lives, it is high time that insurance agents should start using social sites for lead generation. A survey has claimed that Facebook is the leading social site for networking purposes with 83% of the female users and 75% of the male users are frequently using FB.

Therefore, an insurance agent can beautifully explain the policy benefits and premium amounts to several customers at one go using the site. A single message on the social site has a propensity to reach thousands of the people almost immediately.

2) Omni-Channel Marketing:

Long ago, someone has said it right that a person should never lay all his eggs in the one basket. It means that a person should always branch out his mode of investment and the multichannel marketing in order to ensure diversification of the same. The Gartner research study claimed that soon companies would need to augment their innovation more into customer research.

The Omni-Channel strategy serves as the vital strategy for a firm to improve its customer support services. For insurance agents, omnichannel strategies not just open up their avenues of lead generation but also give them an opportunity to improve their premium collection services and other aspects of customer support too. In its simple sense, Omni channels denote several aspects of marketing starting from social media, print media to radio as well.

3) Live Website:

The Simply Business Statistics revealed that 55% of small-business owners believe having a web presence is extremely important. The first step towards writing one’s success in the world of digital marketing is by launching a website and posting all necessary details of the products and services.

An insurance agent also needs to follow the same. The agent has to post all applicable details regarding the financial products and insurance plans he deals with along with other important details. He also has to track down the website visitors and make a future call to them at appropriate timings by use of immaculate convincing skills and interpersonal communication.

4) Online Local Search Engine Optimization:

Another way to encounter the target audience directly is by optimizing the local search engine with necessary keywords and insurance-related schemes. At present, Google is the leading search engine with 67% of the users clearly mentioning their requirements on the site to search anything. However, the local search engine has its own benefits too.

People particularly resort to local search engine regarding their search for a good insurance plan, rental houses need and hotel search within a particular locality.

An insurance agent should also try to optimize the local search engine page to ensure that every time the customers specify their insurance-related requirement on the site, then his website links appear on top of the search engine’s result page.

5) Content Marketing:

Of late, posting engaging and interesting contents on websites with attractive contents, images and videos has become a trend. This not only helps users easily understand the insurance plans at a glance but also enhance the credibility of the agents.

The agent or an agency should curate relevant content that is capable of broadening the mental horizon of the users and people at large. In the concluding part of the content, the agent should mention his contact details so that the interested parties could directly talk to him or buy a particular insurance plan.

6) Search engine optimization:

It is a classic method of lead generation. Now, most of the people are already familiar with the concept of SEO and how does it benefit a firm. According to an estimate, Search Engines generate 6,586,013,574 search results every day. Now, suppose if even 0.0001% of the user search “Best Insurance Agent New York,” then it will again generate a lot of impressions.

Now, the insurance agent has to optimize his website and search engine result page in such a way that every time such keywords are searched, his website appears on top of the site. Ideally, SEO experts and digital marketing consultants manage such tasks well.

7) Web Advertising:

Web advertising has many elements intertwined to it. It includes Pay-per-click advertising or PPC as well as Banner Ads. When such advertisements appear on the search engine then obviously, the users’ interest increased towards them, and they compel to click these ads. Therefore, PPC or banner ads have their own relevance. 

Usually, only the interested customers click those links that directly take them to the landing page of the agent’s website.

8) Relevant Blogs:

As stated above that an insurance agent has to post beneficial contents on the website describing the products, features, and plans, the company blog exactly works as a PR wing for any organization. 

An insurance advisor should try to utilize the blog section by posting useful contents related to insurance that may help the readers make up their minds and eventually end up calling the advisor directly for filling up a form.

9) Podcasts:

It is the latest form of communication, especially aims towards enhancing the knowledge base of the people. Therefore, an insurance advisor should try to launch his podcast channel and post useful speeches on insurance and insurance claims on a regularly.

Most of the time, podcasts are available free and any person can download the same for further use. Interestingly, since most search engine results generated on mobile handsets so podcasts should be easily downloadable onto various handsets too. Podcasts also help in enhancing the brand value of the insurance advisor.

10) Video Marketing:

A recent study by Forbes says that 59% of the senior executives prefer watching videos to reading texts. Therefore, the message that an insurance advisor tries to convey via video reaches more quickly to several customers worldwide through YouTube videos than texts.

Another benefit of launching such YouTube videos is the agent himself converses with the world audience directly and may become world famous if his advice holds true and beneficial for the customers.

Embrace Technology for Astute Digital Marketing

So, it is quite evident these days that a firm has to embrace online marketing if it really wishes to stay ahead of its competitors. It holds true for almost all businesses, including insurance firms too. An agent has to modernize his approach to let his messages be heard everywhere.

The conventional practice of visiting customers’ houses and explaining to them insurance products now do not work. People do not have that much time to do so. Now, people will directly post their requirement online and a firm will have to optimize the search engine in such a way that his web page along with contact details appear on top.

Use of sophisticated technology, including a toll-free number and a professional email id with the online data server is enough to ensure maximum lead generation for insurance policies. The online data server is helpful in a sense that it could easily record thousands of contact details without any fear of getting lost or being theft.

The insurance agent can then use the data already stored in the server as and when he needs the same. However, it may sound cliché, but email marketing is also a good strategy for ​generating exclusive insurance leads. No doubt, even if most of the users ignore promotional emails and very few users look into them to see if something relevant and useful is inside these emails or not.

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