Whatever types of insurance you sell, your bread and butter is your current book of business and a great source of leads for continued business. Do you have a great system for ongoing lead generation? Do you use your website as an effective lead generation tool?
Wouldn’t it be a boon for your business to have a steady, ongoing stream of prospects interested in the type of insurance you sell – people who are qualified buyers, looking for a the right agent to help them sort through and figure out what type of insurance policy would be best for their needs?
Whether you work independently or as part of a large agency or group, you can create a consistent source of qualified leads through your website.
There are a few key elements to working on the web and generating effective leads. First, your site needs to be found by the people who are looking for exactly what you offer. For example, let’s suppose you offer life insurance. First your site needs to be found by the people in the market for life insurance, or who have questions about life insurance – people just learning so they can ‘qualify themselves’ as buyers.
There are a number of ways to accomplish this on the web. In fact, the web has changed lead generation for insurance in a number of significant ways. It used to be that the best way to get your message in front of potential prospects was to ‘push’ a message out to them – through various media – be it newspaper, radio, magazine or even through online ads. We know that using traditional media is great for brand recognition. When people see your name it becomes familiar to them and there is a credibility that can develop over time.
On the internet, you can use the new ‘pull’ methods. Instead of putting out a message and hoping it lands in front of someone when they’re in a buying or decision making mood, you now have the opportunity to draw people to you when they are in exactly that mood.
Think about how you use search engines online. When you’re interested in finding information on a particular topic, you pull up a search engine and enter some words relevant to your interest and then choose from among the results that appear, or, if you don’t see what you want, you refine your search.
This is the first critical key – the results that appear when you search. You’re probably aware that on many search engines the first results that appear are paid results. That’s all well and good, but they carry less weight and have less ‘real’ credibility than the results that appear because they’re relevant – the results that appear through ‘organic search’.
The search engines rank websites based on relevance. You become relevant in a number of ways: by having the type of content and information people are searching for in when they’re looking for insurance and by continually updating that information so the search engines see that you’re a relevant, contributing online presence.
You can do this by posting information on your site that your prospective clients are looking for – use written content, audio or video. You know better than anyone what’s relevant and some simple keyword research will tell you what words people use to look up those relevant topics.
The search engines constantly ‘crawl’ the internet and rank and re-rank sites for relevance – relevance meaning content people are searching for most often. The more of this content your site contains, the better your ranking, the greater the chance of your site being found by people looking for what you offer.
Let’s say for example that people search for these words: family life insurance, or life insurance for age 50+ or age 40+ (this is only an example, common terms used to search change all the time, hence the need to do some simple keyword research). If your site if full of articles, videos and references about family life insurance and life insurance for 50+ and you’re updating and adding to that content often, providing relevant information that has value to your target audience, you will improve your rankings, you’ll get found more often and you’ll have created a great source of online lead generation. At the same time you’ll have built a resource of valuable and useful information for your clients, positioning yourself and your company as experts in the field. Organic search is a win-win strategy.
Take it one step further and offer visitors to your site the opportunity to sign up, get a newsletter, or a free report. They’ll provide their email address and you’ll build a list of qualified prospects – arguably one of the simplest yet most powerful and effective lead generation methods on the internet.
Remember, when people are searching the web, looking for information NOW, it’s usually because they’re ready to make a buying decision– meaning this is exactly where and by whom you want to be found.Does your company need a website or lead generation system? Contact us or take our survey and see how Lead Generation Canada can help you!