The Inbound Growth Blog

The Inbound Growth Blog covers all topics relating to an integrated marketing strategy. We write about inbound marketing, social media, integrated marketing strategies and the sales process.

5 Online Lead Generation Strategies For Insurance Agencies

New Call-to-action

Posted by John Beveridge on May 14, 2013 5:00:00 AM

Online Lead Generation Strategies for Insurance Agencies.jpg
It's tough out there for insurance agencies. Obamacare is changing the way employers provide (or don't provide) health insurance for their employees. In fact, the new legislation is trying to curtail the role of insurance agencies in the insurance procurement process. Persistent slow economic growth has reduced business investement, which adds additional steps and approvals to the insurance buying process. Despite all of these challenges, there are still opportunities for savvy insurance agencies to grow. Business owners and managers turn to Google and social media to try and make sense of the neverending onslaught of insurance regulations. Your best bet as an agency principal is to get found when your prospects look for help on the internet. Here are 5 strategies to increase your odds of being found by qualified buyers.


#1: If you haven't already done so, start an inbound marketing program

This may seem self-explanatory, but it's important to understand why you need to get started as soon as possible. It takes time to see results from your online marketing efforts. You need to develop domain authority by showing Google you're producing content relevant to the keywords your prospects use to search for you. So if you haven't started yet, your prospects won't find you when they search for solutions to insurance problems with Google. They will find your competitors. If you have started inbound marketing, keep producing regular content that answers your prospects' quesitons. If you haven't, get started now so you don't keep losing leads to your competition.


#2: Start blogging regularly

The best thing you can do to increase website traffic and establish a robust domain authority for your website is to blog. Inbound marketing automation software provider HubSpot found that companies that blog 15 or more times per month get 5 times more traffic than companies that don't blog. Start writing 500-1,000 articles at least weekly that are targeted to your ideal customers. What should you write about? For a start, ask your customer service team the top ten questions they hear from your customers. If your customers are asking those questions, it's likely that your prospects have the same questions. Assign an editor to make sure each article reflects the company "voice" and is optimized for the keyword phrases you're targeting. Recruit writers from your staff or hire an inbound marketing consultant to manage your blogging activities.


 

Download Rapidan Strategies eBook, Inbound Lead Generation For Insurance Agencies  


#3: Create a premium content offer and run an inbound campaign around it

A premium content offer like an eBook or a video is a great way to generate inbound leads. Think of topics like "5 Ways To Reduce Contractor Insurance Costs" or "How To Manage Employee Benefit Plans Under Obamacare". Place the eBook behind a landing page that captures contact information (name, company, email address, etc.) in exchange for the eBook download. Promote the eBook in your blogging efforts by including calls-to-action within your blog articles that link to the landing page. Promote the landing page on your social media channels. Use analytics software like HubSpot to measure the effectiveness of your campaign and make adjustments as necessary.


#4: Find Your Prospects On Social Media And Start Conversations

Look for the social media networks where your prospects spend time and develop a presence on those networks. How can you find which networks your prospects use? Ask them (or your customers.) Depending on which lines your agency offers, it's safe to assume that B2B prospects are on LinkedIn and individual insurance buyers are on Facebook. But think behind the obvious - B2B buyers are on Facebook; if they see your posts while perusing their timeline, they just may want to learn more. Many people overlook the lead generation potential of Twitter. You'll be surprised how effective Twitter can be as a lead generation tool. 


#5 - Nurture leads with email marketing

Most buyers aren't ready to buy when they first come to your website. Gleanster estimates that 90% of website visitors aren't ready to buy when they first come to your website. But that doesn't mean that they won't buy eventually. When a visitor comes to your website and becomes a lead by downloading your premium content offer, use email marketing to help educate them and provide useful information as they move through their buying process. Caution! Make sure your email recipients opt in to your email sends. If you spam them without their consent, you not only risk turning them off, but you also risk violating CAN-SPAM legislation.


Although insurance agencies are challenged producing new business in today's economic and regulatory environment, an effective inbound marketing program can generate leads for your producers. Follow these 5 steps and you will get found by buyers on the internet, convert website visitors to leads and close new business by solving customer problems. Want to learn more? Contact us.

Topics: Inbound Marketing, Professional Services

Download the Ultimate Lead Generation Handbook


Learn 30 tips and tricks to supercharge your lead generation.

Ultimate Lead Generation Handbook