10 Ways to Generate More Qualified Leads
By Skott McKinney, Director of Marketing & Creative Services
Balancing client needs and running a business can be tedious enough without having to simultaneously focus on finding new, qualified leads. Prospecting is the top challenge independent producers face (1), and more than a third of independent producers say that finding new clients is the biggest obstacle to growing their business—more so than pricing or the increasingly saturated industry. (2)
The top industry producers focus on building a multi-platform marketing strategy that helps them generate qualified leads consistently each month. Using marketing to maintain a pipeline of engaged leads allows insurance advisors to connect with more people, communicate the value of their services, and build their business more efficiently.
As cold calling becomes a time-consuming tactic of the past, insurance advisors must utilize offline and online methods of traditional and digital marketing to attract more leads. Keep in mind that because different methods will reach different demographics, it is important to test multiple strategies to see what works best for an advisor’s target market.
- Direct Mail Seminars
Direct mail seminars are still a tried-and-true offline marketing strategy for insurance advisors. And for advisors who don’t have an extensive network, direct mailers make it possible to reach thousands of community members and invite them to an educational seminar.
Websites aren’t just for online businesses. Finding and attracting leads online starts with having a web presence. When 50 percent of insurance seekers start their research online, insurance advisors want those prospects to find their website and consider them for their policy needs.
- Social Media
Social media is no longer a casual channel for exchanging messages and posting photos; they’re being leveraged to search for products and services. Around 50 percent of consumers use social media (and Facebook, in particular) to research an insurance product and are actively looking for information to help them make a purchasing decision.
- Live Webinars
Seminars have long been a primary marketing strategy among insurance advisors, and live webinars can go hand-in-hand to reach a wider audience.
- Corporate Videos
While content pieces like blog posts and articles are important to feature on a website for educational and SEO purposes, explainer videos can help convert more website visitors into leads. Since visuals are processed 60,000 times faster than text, and 65% of people are visual learners, insurance advisors can use videos to communicate their value proposition and explain the benefits of their services in an engaging format.
- Paid Search
Having a website is the first step for an insurance advisor to build online visibility. Paid search can kick online results up a notch.
- Radio Spots
Over 90 percent of Americans over the age of 12 listen to the radio, and despite the heavy focus on digital marketing tactics, radio spots still have the ability to reach over 240 million people each week.
- Targeted TV Ads
Television offers an even larger potential audience than radio, and its visual component provides more ad options.
- Local Directories
Local directories play an important role in an insurance advisor’s online presence. Nearly 90 percent of consumers who search for a type of local business on a mobile device call that business within 24 hours.
Word of mouth is an essential lead generation strategy, as consumers are more likely to trust reviews from other consumers as opposed to a claim a business makes.