With the increased use of technology by consumers and businesses, traditional marketing tactics have become obsolete. Insurance agencies have found themselves in a new age of lead generation.

Because insurance is something that everyone needs, but not everyone wants, agencies are looking for innovative ways to draw in leads.

As an agency owner or manager, you need to be proactive in developing your insurance lead generation strategy.

• Create an Attractive Website
• Start a Blog
• Utilize SEO-Friendly Content on Your Site
• Generate Reviews and Testimonials
• Leverage Online Directories
• Build Your Email Lists
• Use Social Media to Source Leads
• Host or Sponsor Local Events
• Use Lead Capture Forms
• Partner with a Digital Marketing Agency

Keep reading to find out 10 top strategies you can include in your arsenal today.

1. Create an Attractive Website

In 2022, it’s essential to have an attractive, easy-to-use website to generate insurance leads. It’s your virtual storefront, allowing you to attract customers 24/7 and providing them with the information they need at the click of a button.

More and more people are buying insurance online. If you want to reach buyers in 2022, you must have a strong digital presence. A website is essential for lead generation for insurance agencies, but it’s not enough to just have one. Your site must be optimized to bring in quality traffic and convert leads into customers.

So how do you create an attractive site? There are three critical pillars to keep in mind.

Content

The content on your website needs to be engaging and helpful. You want your visitors to see you as an expert in the field who can offer them unmatched advice or service. It’s a good idea to include other resources that might interest your visitors, such as blogs or videos.

Also, make sure your website has a good contact system so that you can collect information from the visitor.

Design

Your website should not only look professional but also be intuitive and easy to navigate so that visitors can find what they want quickly. They should also be able to view the site on any device they choose. 

If you aren’t a whiz at web design, hire someone who is! This can go a long way towards generating more leads for your agency.

SEO

Make sure your website has all the necessary keywords so that it can be found easily by Google and other search engines. This will ensure that your services are at the fingertips of the right prospects and help drive effective conversions in the long run.

2. Start a Blog

More and more insurance agencies are investing in content marketing. One of the most powerful ways to connect with your target audience is to create a blog.

Creating a blog will help you engage with your target audience, provide value and become an expert in your field. It’s also a great way to attract new leads.

It’s important to create content that is relevant and meaningful to your target audience and ideal client persona. A good way to think about blogging is based on the needs of your client personas. For example, a millennial who is interested in life insurance probably won’t be interested in an article about retirement planning.

Source: Merit Insurance Brokers

Let’s say that most of your clients are business owners or managers who own commercial real estate. You could write articles about risk management for commercial real estate owners or how to make sure you have adequate insurance coverage for natural disasters such as hurricanes and floods.

Or, if most of your clients are homeowners or renters, you could write about ways to lower the cost of homeowner’s insurance or provide tips for first-time homebuyers.

In order to create a blog that will attract qualified leads, you’ll want to identify the most relevant topics for your audience.

3. Utilize SEO-Friendly Content on Your Site

Creating good content that’s full of keywords and phrases your ideal audience uses when searching can help you rank higher in search engines, which means more traffic to your website.

The more relevant your website’s content is to the keywords being used, the better your chances of getting a higher search engine ranking. This means that when someone searches for “life insurance quotes”, they would not only find your site but also find it closer to the top of their search results.

For example, if you are an independent insurance agent in the state of Texas, you may want to focus on using keywords such as “cheap health insurance in Texas” or perhaps something more specific like “affordable auto insurance in Houston”.

By providing this specific information on your site, you have a better chance of attracting traffic that could convert into leads.

4. Generate Reviews and Testimonials

Reviews and testimonials can be a powerful promotional tool for your company. As a matter of fact, studies have shown that 88% of customers trust online reviews as much as personal recommendations.

That same study found that 72% of customers are more likely to take action only after confirming that an agency has positive reviews and testimonials on its website.

Remember that testimonials can be positive or negative, as long as they are realistic. The positive reviews will help attract more clients to the company because people like hearing positive things about an insurance company before they decide to use their services.

Negative reviews can also be used to showcase how your business has dealt with unhappy customers in the past. This is because it shows that the company is willing to work with its customers and resolve any issues that may arise, which will in turn make future customers feel safer with the insurance company.

5. Leverage Online Directories

When you’re looking for new clients online, consider using an online directory.

An online directory is a website that categorizes and lists businesses by geographic location and business type. They are also sometimes called local search directories. You can refer to this list to check out popular corporate directories. 

Online directories are cost-effective. They usually do not require any upfront costs or long-term commitments, making them one of the most cost-effective lead sources around. You only pay for the leads you get, so there’s no risk involved in giving them a try!

They’re also targeted. Online directories allow you to search for prospective clients by business type, making it easy for you to target your intended audience.

6. Build Your Email Lists

Email lists provide a channel to market and sell products directly to consumers. Not only can you send emails to inform customers of your new policies, but segmentation allows you to target more specifically than ever before.

There are many ways to segment email lists in the insurance industry. The most popular and commonly used techniques include:

• Demographics: Age, Gender, Location
• Behavioral Data: Time of Policy Purchase, Type of Policy, Renewal Frequency
• Psychographics: Lifestyle Patterns, Interests

Pathway’s Marketing Bot has the capability to filter by Demographics.

In the insurance context, segmenting lists based on the above-mentioned criteria can help insurance agents and brokers to target, acquire and retain prospects and customers. 

Emails can be sent recommending specific coverage or policy types that have sold well or are popular within the relevant niche audience. Insurance marketing automation also allows you to send communications that work off of ‘triggers’. These correlate to the policy type and key dates already in the system. An example would be sending a client a reminder for their policy renewal as part of follow-up communications. 

There are a number of benefits that can be derived from email list segmentation for insurance leads including:

• It allows for personalization
• It helps to increase open rates and CTRs
• It increases average customer spend
• It increases customer lifetime value (CLV)

7. Use Social Media to Source Leads

Social media is a great tool to source leads because it allows you to find people who are talking about getting insurance. If you can find a way to reach out to them, you can offer your services.

For example, if there’s a customer looking for a quote on insurance for their car, and they tweet about it, using social media monitoring tools like Hootsuite can help you see that tweet and respond to them. The same goes for Facebook posts, Instagram photos, and blog comments.

You can also use hashtags and search terms to find customers who might be in the market for new insurance. For example, if someone has just bought a new house, they might tweet about how excited they are—which means they might need home insurance.

You can also use social media monitoring tools to see what kind of questions customers are asking online. Answer them on social media or through your blog as well as in person at your agency. This helps establish you as an expert, which helps build trust and loyalty with potential customers—leading to more leads over time.

8. Host or Sponsor Local Events

Local events can be very useful for insurance lead generation by hosting or sponsoring. These events give you the opportunity to meet and speak with potential clients in person, rather than just cold calling them.

It is an ideal scenario for both you and them because they can get answers to any questions they might have about insurance, and you can get their information.

The best type of local events for insurance lead generation is community gatherings that happen on a regular basis. These could include things like farmers’ markets, craft fairs, local festivals, parades, and more. Local business owners might even sponsor these types of events each year as a way to build their brand locally.

An example of how an insurance agent can host an event would be a free car seat safety check-up at the local fire station. Insurance agents can also sponsor events by paying for a portion of the costs associated with the event.

Another way that an insurance agent can generate leads within their community is by offering free classes on topics that are related to the products they sell such as a free class on how to save money on auto, home, and life insurance or a class on how to protect yourself financially in case you are involved in a car accident.

Any opportunity that you have to get your name out into your community—you should take.

9. Use Lead Capture Forms 

As you know, lead generation is all about capturing the information of prospects who might be interested in your product or service. One of the most common ways to do this is by using lead capture forms. This form can be added to your website and social networks.

Lead capture forms are a great way to keep prospects engaged and provide a seamless customer experience. Most lead capture forms ask for the name, contact information, and other relevant details of the prospect. 

But, insurance lead generation can benefit from forms that request more specific information such as what type of coverage a prospect is looking for or what their budget is. These additional fields help to get an idea about the prospect’s requirements and how much they need to be educated about the product.

This also helps in qualifying leads, which saves time and resources that would otherwise be spent chasing unqualified leads.

10. Partner with a Digital Marketing Agency

Insurance marketing plays a vital role in helping insurance agents to generate more leads and increase their sales.

An insurance marketing agency can be your ideal partner when it comes to generating consistent and high-quality leads. They come with a team of experts who are trained in handling the latest lead generation techniques.

There are several marketing agencies that focus on niche markets and have a good reputation for providing quality leads.

Here are some of the benefits of partnering with an insurance marketing agency:

• It saves time and money. They know how to get the most out of a specific campaign or platform, saving you time and money and minimizing your risk.
• Better ROI. A professional marketing company will work with you to create the best strategy, design, and messaging for your campaign. This would help to get the best return on investment (ROI).
• Data-driven automation. Agencies today have a data-driven approach to lead generation, combined with a personalized touch for each prospect.

Grow your leads with Pathway today.

Pathway specializes in helping independent insurance agents and brokerage firms grow their businesses.

We provide an array of services like workflow automation, marketing campaign management, and lead capture services to help you scale.

When you partner with us, our team will personally take the time to understand your needs and goals as an insurance agent. We’ll then connect you to a solution based on what we learn so that you get more out of our partnership than any cookie-cutter solution could offer.

Sound good? Sign up with us today!