Your insurance agency needs new leads to grow. Without them, you lose clients to your competition, and that means you risk losing your business permanently.
But instead of relying exclusively on high-cost lead generation methods, you can use a more affordable option to grow your business: the Internet.
When you generate leads online, you pay a fraction of the initial investment cost compared to traditional lead generation strategies. Plus, online lead generation can happen at any time of the day or night — it doesn’t depend on your business hours, employee vacations, or any other human factors.
With online lead generation, your insurance agency can get new clients at any second of the day.
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What is online lead generation?
Lead generation is nothing new in the world of insurance sales, but the Internet has made it much easier for any insurance agency to get new leads locally, nationally and even internationally. That’s because online lead generation has no built-in limits, and you can automate it to follow up with potential clients.
It also includes a variety of digital marketing strategies and tools, which offers your insurance company flexibility in your approach. Many of the best insurance lead generation ideas — which we’ll highlight in a moment — rely on the foundation of online lead generation, search engine optimization (SEO).
They also tend to focus on nurturing leads, though some also offer ways to capture them.
8 insurance lead generation ideas
For many insurance companies, however, online lead generation is new territory. Whether you’re providing life, car, auto, home, or business insurance, it’s essential to understand what works and what doesn’t when it comes to earning more leads online.
That’s why we’ve compiled eight of the best insurance lead generation ideas:
1. Contact forms
Contact forms are one of the best ways to generate new leads. These forms only take a few minutes for web developers to create, and their potential payoff is huge. To maximize the success of your insurance company’s lead generation, make sure your developers create effective lead generation forms.
Contact forms are small areas of a page where visitors can provide you with the following information:
- Email address
- Phone number
- Service request
- Customized message
- And more!
By submitting a contact form, visitors invite you to email or call them. Those interactions may range from keeping them updated on the latest additions to your product line or providing them with your newest email newsletter. It may even mean compiling a custom quote.
No matter the interaction, it’s just important that you’re staying in contact with a potential client.
To get the most out of your contact forms, have them on every page of your site. That includes your homepage, article pages, company information page, and more. Every page on your site has the potential to create a new client, and every lead you miss is another one for your competition.
2. Company contact information
Sometimes, a potential client doesn’t want to give you their personal information to hear from you. Instead, they want to contact you directly. That’s why it’s important for you to list your company name, address, and phone number on every page on your site.
This information works best when it’s included in the footer of your pages. That way, it doesn’t get in the way of a visitor finding what they want on your site. At the same time, they can easily find out how to talk to you when they’re ready to talk about insurance.
3. Calls to action
Now that you have all of your contact forms and information, it’s time to make sure people use them. Calls to action (CTAs) are some of the best ways to increase your conversion rate on any page of your site.
A CTA is a final sentence on a page that tells visitors what to do after browsing a page. In your case, that means contacting you for more information about insurance. For example, you may create a CTA that says, “Contact us a for a free quote on your home insurance.”
While it may sound excessive to tell visitors to contact you, this strategy works wonders when it comes to generating new leads. Without a CTA, you risk losing more of your visitors to competition because they simply don’t see what they should do next.
4. A/B testing
Now that you have these parts of your page set up, it’s time to test them.
Testing is as easy as using a third-party site to A/B test different ideas you have to generate leads. That can include rewording your call to action, choosing different power words, adding more text or white space, and lots of other potential ideas.
Basically, if you want to try something new on your site, you can do it with confidence when you test.
A/B testing is one of the most common forms of testing, and it works best when you’re testing the effectiveness of one element at a time. That way, you can be sure that a certain change to an element on your page is responsible for an increase (or decrease) in leads.
You can constantly test parts of your pages to make sure you’re getting as many leads as possible from each page. The more time you spend testing, the better results you’ll see from your conversions.
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5. Power words
“Power words” are strong, relatable verbs that help people understand what you’re offering.
Some of the most common power words are:
There are plenty more, but these are great words to use for any company.
When you use them, you’re showing potential clients exactly what they can expect from your insurance. Whether that’s, “Feel comfortable on an adventure,” with health insurance or, “Drive comfortably,” with auto insurance, you’re giving someone an idea about what you do while encouraging them to do it.
6. Email marketing
For many insurance companies, it’s a surprise to learn that email marketing generates 50 percent more sales than any other lead generation method. That’s immense, which is why you want to include email marketing in your insurance lead generation strategy.
It’s also why you want compelling CTAs, as well as intuitive contact forms.
By including contact forms throughout your website, as well as CTAs, you can build your email subscriber list. You can also grow your subscriber list with a few other strategies, which can contribute to a higher conversion rate.
A few insurance lead generation ideas for this goal include:
- Include a sign-up form across your website
- Offer a discount on your insurance premiums
- Use an exit intent popup on select webpages
Once you establish your email subscriber list, it’s critical that you optimize your email marketing strategy. That may mean segmenting your email list — which is a must if you offer several different types of insurance, such as homeowner and business insurance.
Additional tips to improve your email marketing campaign and its lead generation rates include:
- Personalize your emails
- Experiment your send times and days
- Optimize your emails for mobile, tablet, and desktop devices
It’s also vital that you track the performance of your campaign with an email platform, like MyEmailFX. That way, you can see what strategies are working for your insurance company. That results in a powerful email marketing campaign that drives valuable leads.
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Whether you’re a home, life, or business insurance company, a chatbot offers value. By adding a chatbot to your website, you’re providing users a new way to connect with your business — even when your team’s out of the office.
With a chatbot, users can get a ton of information about your company, including:
- Insurance types
- Insurance rates
- Business locations
- And more!
They can also transition a user into a lead, such as by inviting users to receive a custom quote or schedule an appointment with an insurance agent. Even better, they provide value to users that become clients, such as by handling payments or managing claims.
That’s a perk for your team, plus a unique selling point for your company.
8. Content marketing
Another insurance lead generation idea that’s becoming more prominent is content marketing. Compared to traditional marketing, it generates 50 percent more leads, which is why content marketing and email marketing offer a competitive lead generation strategy.
If you want to generate leads from content marketing, it’s critical that you understand your target audience. You need to learn what your audience wants to know about insurance, as well as their motivations.
For example, if you offer life insurance, you may create a blog post that discusses when a person should invest in it. This type of content could appeal to new parents, as well as adult children caring for their parents.
To maximize your insurance company’s lead generation efforts, you’ll need to create original content that’s top-notch when it comes to quality. Audiences won’t read or engage with your content otherwise, as someone else — such as a competitor — will have content that’s ten times better.
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With more than 6.3 million leads driven for our clients over the past five years, WebFX is the trusted choice for insurance lead generation. We're an experienced lead generation agency, and our team of lead generation specialists takes a results-driven and hands-on approach to your company’s lead generation strategy.
That’s one reason why our client retention rate is almost 100 percent.