Generating Leads for Insurance, What Works and What Doesn’t


Insurance is one of the hardest things to sell, and getting people to buy your products is not the hardest part, yet. The hardest part is generating leads. This is one of the things that a lot of insurance companies and agencies struggle with, especially immediately after entering the market. 

As important as insurance leads are, generating them is hard and this can be very discouraging for a company or agent that doesn’t understand the basics. With the different lead generation strategies, you might find yourself employing whatever is available to you without thinking of who you are actually targeting or the nature of your business. 

Lead generation is not easy, but it doesn’t have to be a frustrating and fruitless activity. It is paramount for you to figure out what you are offering your audience, where to find them, and how to capture their attention.

There are many ways of generating insurance leads, but while some methods work, others don’t. So, let’s deep-dive into both of what works and what doesn’t. 

What Works

Generating your insurance leads doesn’t have to be hard, you just have to make sure that you are doing the right thing, and the odds will be in your favor. Below are some of the most effective tips for insurance leads generation.

Search Engine Optimization

Search engine optimization, also abbreviated as SEO is extensive but quite effective. You want your business to appear in the research pages when web visitors search for services and products related to what you are offering. SEO is one of the best ways to attain organic traffic, but only when done well. 

You have probably heard or read countless times that content is king, and sure it is! Great content equates to value for your audience, and that is what every visitor is looking for when they visit your website. If your content is not valuable enough, then people will easily slide off to your competitors. These are the methods InsureChance took to grow their agency online. 

Put your audience first and create amazing informational content that they can resonate with and you will be on your way to generating a ton of leads. 

But whilst great content is important, you need to do proper keyword research to see exactly what people are searching for on their search engines. The importance of keyword research is to give you an insight of the kind of information your audience is looking for online. Also, it gives you a sense of what your competitors are creating content about. This way, you can craft relevant content for your website visitors. 

Also, you need to conduct on-page SEO and don’t forget to create both inbound and outbound links. Just make sure that the links are relevant and whether they are backlinks or outbound links, they should always link from or too high authority website. 

Again as mentioned, SEO can be a lot of work but every effort you put towards it will definitely pay off. 

Social Media Marketing

Nowadays, social media is an indispensable and powerful means of generating leads. A lot of people are spending a lot of time on different social media platforms, and marketers are using these channels to successfully generate leads. 

Since there are different social media platforms, you need to identify where your audience is spending most of their time. Facebook and Instagram are two of the biggest platforms, but that doesn’t mean that you won’t be able to generate leads from other platforms. 

Ensure to do your research well, identify your ideal potential customers and where they often hang out before launching your lead generation strategy.

Pay Per Click (PPC)

PPC is a great lead generation tool, but it can be tricky and you might end up spending dollars of money in vain. To successfully run a PPC campaign, you need to consider several things including, keyword bidding, the use of long-tail keywords, as well as a viable landing page.

Website pages can be destructive, considering there usually are navigation bars and other segments of the website that visitors can easily divert to. But with landing pages you can easily get your audience to do what you want them to do without losing their attention to other pages. Just make sure you create a winning landing page with a clear call to action. 

Using competitive keywords is one way of getting leads trickling in, but the downside of these keywords is that they may cost you a lot. The easiest way to compete with top keywords without breaking the bank is using long-tail keywords. If used well, then you will still be able to get the numbers you want despite the fact that insurance lead generation can be a bit challenging. 

What Doesn’t Work

You will likely make a lot of mistakes while trying to generate leads for your insurance company, and below are some of the things that will not work.

Using Strategies Blindly

The first mistake of lead generation is blindly using all the strategies that you know of. Using many strategies does not guarantee any success, in fact, you might end up failing miserably. Each industry is different, so you need to establish what works best for you and what doesn’t. 

You need to identify the strategies that are suitable for your industry and avoid what most novice insurance agencies are doing; throwing too many darts in the dark. Try out a strategy at a time, evaluate its success or failure then reimplement or drop whenever necessary.  

Targeting a Broad Audience

You might be targeting a broad audience without getting any leads out of it. The thing is, targeting a lot of people does not get you those leads you are looking for. First, you need to ask yourself if whoever you are targeting is interested in your products. 

If not, then you need to redirect your efforts. Your audience should be made up of people who are interested in what you have to offer. You want to generate quality leads, not just leads because the latter will not take the action you want them to take. So, if your leads are not converting, then you need to target a more specific and tailored audience.

Generating insurance leads doesn’t have to be rocket science. A good rule of thumb is to set realistic goals, create a strategy, implement, analyze, and then repeat. You rather put little efforts that go a long way than waste too much effort without any results.

Work Works 

At the end, nothing will work if you don’t try it. Implement these tips consistently and you will see the results that you need to see. 

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