Digital Marketing and Lead Generation Tips for the Insurance Industry

Digital Marketing and Lead Generation Tips for the Insurance Industry

Published Under: Guides & Tips | Digital Marketing
Last Updated: November 17, 2020
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Lead generation, brand presence improvement, and digital marketing for insurance companies and the insurance industry as a whole can be tricky and challenging. For one, it is a highly competitive industry, with established and new players seeking to establish a strong market presence online. Also, changing consumer preferences is a factor that can affect how insurance companies will target and reach out to potential customers. Nevertheless, these and other possible challenges can make conquering the digital market a remarkable feat and will solidify the standing of any insurance company. Read on as we share digital marketing and lead generation tips for the insurance industry.

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Explore Various Lead Generation Channels

The term diversification is becoming a significant keyword in the economic field where the insurance industry is also a part. Having multiple and diverse online lead generation channels can help expand the market reach of insurance companies and also stabilize the revenues of these companies. Being diverse with your lead generation efforts lets you cover different audiences and customer segments.

Phone Call Insurance Leads

Phone call communication is an established and still widely used channel that links businesses with their customers. One of the most compelling reasons for this is real-time communication. If you want to reach middle-aged to elderly users, insurance lead generators that provide live phone calls are a good channel option. Customers belonging to this segment still prefer traditional methods such as phone calls as a way of contacting insurance companies and they also prefer to be contacted this way. Other technologically-inclined customers who belong to this group, will also opt for live video calls for insurer-client interactions and communication. These people prefer to ask questions and get answers right away, and delivering on this preference will improve the sales and profits of your company.

Organic Search Acquisition Channels

Popularly known as SEO for insurance, it is a smart lead generation strategy and channel that insurance companies can invest in. A good strategy for employing SEO in lead generation is to use it as a supplementary method rather than a primary one, especially if your insurance company is struggling with sales. This is because the benefits and results of SEO can take quite a while to be felt, but once the leads begin coming through, you will see a steady and sustained increase in generated leads. There are three categories of SEO that need to be covered: on-site or content SEO, technical SEO, and off-site SEO. Effectively covering these three categories will help your insurance company gain a steady stream of visitors and also gain more sales leads over time.

Social Media Leads

Social media might seem like uncharted territory for some insurance companies, but for other businesses who use this channel and apply effective marketing approaches, the benefits are amazing. It should be noted that the insurance business involves understanding what potential customers need and reaching out to them in the most effective way.

Social media channels can be utilized to their advantage by providing advertisements, posts, and content that are presented in a language they understand: simple, engaging, and relevant. If your posts resonate with your audience, your promoted links to your company website will get a steady influx of visitors and an increase in sales leads. Over time, forming consistent connections with your social media followers will help shape your company’s brand and reputation.

Utilize Sales Funnel Tools

An automated approach for lead generation and digital marketing is no longer a wishlist item for many businesses. Even insurance companies can benefit from utilizing sales funnel software tools in their online sites. Technology has made it possible for businesses and companies to convert their leads into paying customers, and ClickFunnels is one notable sales funnel tool among the many available sales funnel software in the market. Even though sales or conversion funnel software come with different features and customizations, they all follow the principle of guiding prospective customers through your site and ultimately lead them into actual sales or conversion. Remember that sales funnel software only speed up or automate the entire process, but its overall success still depends on how well your business strategizes its approach at every level of the funnel.

The marketing and sales aspects of your business work hand in hand in the operation of a conversion channel. The reason it is called a funnel is because of the shape the conversion or sale generally takes, with the top part involving a large number of potential customers and marketing efforts and the number gradually decreases down the line as people drop out until a few remain to make a purchase. From top to bottom

  • Awareness
  • Interest
  • Evaluation
  • Commitment
  • Sale

The latter two stages may or may not involve a sales team, depending on the structure of your business or company. The first three stages involve extensive marketing, lead generation, and lead nurturing efforts to effectively guide prospective customers into the path of a successful purchase.

Sales funnel tools are data-driven, which makes it effective for making projections and simulations based on the number of site visitors on a given day, the links and pages visited, and the relevant search keywords they used to arrive at your site. Even the data at the end of each successful sale can be used to make the funnel strategy repeatable, while also adjusting certain approaches for a better funnel operation.

Create Effective Lead Generation Forms

So far, we have discussed a few channels for lead generation that have a generalized approach for reaching multiple potential customers and leads. Being specific and methodical with your lead generation approach can also be effective, and creating contact forms is one of the successful individualized approaches to generating new leads. By tweaking your web page design, you or your web developer can make several contact form links in small areas of the page where visitors can provide you their name, phone number, email address, service request, customized message, and other important information.

These bits of information can also come in handy if you are using sales funnel applications. When you receive submitted contact forms from visitors, you are increasing your number of contacts and potential clients and on the flip side, it is also a way of customers opening up their communication lines for you. This means that you gave gained more contacts to interact and communicate with and increase your chances of sales leads and actual sales. Interactions like providing updates about your insurance offers and product lines, advertising new and relevant insurance products, and providing the latest email newsletters all open up amazing revenue generation potentials in the long run. Thus, it is important to keep regular interactions with your acquired contacts and have contact forms visible on every page of your site.

Make Your Company Contact Information Accessible

It’s not just the business that makes the effort of reaching out to prospective customers. Sometimes, it can be the other way around - the prospective customers actively seeking your company’s contact details and reach out to you. Be sure to have this scenario covered because it has a high chance of conversion or sales due to customers acting on their interest. Don’t just settle for a single channel of communication like having only a contact number available. Provide every possible means that customers may reach you, such as through email, chat, mobile number, and even social media channels. The best to make your company contact information visible is to make it available at the header and footer parts on every page of your site.

Employ Effective Calls to Action

Calls to action (CTAs) are often overlooked by some businesses when they make their online or when they make digital marketing strategies. These are powerful words that could make an impact on the conversion rate of your website pages. A CTA is an effective concluding statement that guides site visitors on what to do next. Websites that have CTAs are considered helpful and proactive by customers who are interested in your business but are not sure how to navigate the site. Also, those who are interested in making a purchase can finalize the sale if they are guided by the links provided in the CTAs. This way, you are also avoiding losing your customer to your competitors.

Enhance Customer Experience with Chatbots

Chatbots bring additional value to your business by improving its quality of customer service. Chatbots use AI technology to make them more intuitive, interactive, and helpful to customers. It doesn’t mean that they should replace human customer service representatives as nothing still beats a human communicating with a fellow human when it comes to business concerns. Nevertheless, chatbots take a significant load off the shoulders of customer service reps by being the first line of interaction and information gathering when customers reach out through customer service hotlines.

They can segregate calls or chats according to insurance concerns, specific insurance inquiries, insurance types, and insurance rates and provide information to customers through their knowledge database. If customers are not satisfied with the chatbot answers or need further assistance, they can be directed to the correct department where they can be effectively assisted, making insurance sales services easier for sales representatives. The lead generation potential of chatbots can also be utilized by setting them to provide custom quotes or provide appointment setting services for customers to call or meet insurance agents.

Final Words

There are various areas in the insurance business that can be improved with digital marketing and lead generation strategies. Insurance companies that sell single or multiple product lines can benefit greatly from implementing these strategies. More and more people are realizing the importance of having insurance to protect them from uncertainties, and insurance companies should effectively seize this growing awareness and utilize them to generate leads and conversions. Of course, different insurance companies have varying organizational structures and business operation procedures. Thus, examine your business first and use strategies that fit the operation of your business, its structure, and its goals to steer it towards long-term success.

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Disclaimer: Whilst we have made every effort to ensure that the information we have provided is accurate, it is not and advice. We cannot accept any responsibility or liability for any errors or omissions. Visit third party sites at your own risk. This article does not constitute legal advice