There’s a myth circulating in the insurance industry that internet leads don’t convert. Well, we’re here to tell you that this just isn’t the case. The problem may not be with internet leads as a whole, but instead with the way you’re attracting these leads.
Insurance marketing takes practice. It requires an in-depth understanding of the industry, what motivates policyholders, customer-behavior, marketing best practices and other influential factors. If you invest time and resources into your insurance marketing efforts, these strategies can have a huge impact on your bottom line.
Let’s take a look at some ways you can maximize the effectiveness of your insurance marketing strategies.
Target the Right Customer
Let’s say you’ve been running a PPC campaign to earn internet leads. You’re seeing a high click-through rate, even some successful connections with leads, but you’re not converting as many policyholders as you thought you would. What gives?
If we were to diagnose the problem, we’d look at a variety of factors, including keywords and location targeting. Oftentimes, the person who sets up these campaigns didn’t adjust the targeting options to meet their agency’s specific needs. Without proper targeting, you could end up serving your ad to a person across the country who is ineligible for your services. This results in wasted time and resources.
When setting up your insurance marketing campaigns, consider key details about your ideal customer, like where they live, which policies they’re likely to be searching for and which platforms they use the most. Locally targeted campaigns will yield higher quality leads, which can lead to more policies sold.
Solidify Your Sales Process
Getting leads is only half the battle. Once you have a lead on the line, you’ll need the skills to close the deal. An established sales process will provide your team with guidance as they attempt to secure more policyholders. Make it easy for your team members to reference back to the process by either printing hard copies or making it available via a PDF or other file.
Do you think your sales process could use a little work? We talked to an award-winning insurance agent to get the scoop on their effective process for following up with internet leads. Get the guide here.
Hire an Insurance Marketing Agency
Many insurance agents simply lack the time to market their agencies themselves. Afterall, they have a business to run! Rather than hiring a full-time marketer, most agents turn to the more cost-effective solution of hiring a third-party insurance marketing agency, like Melon Local.
Melon Local is different than most other agencies out there because we specialize in insurance marketing. It’s our bread and butter… in fact, it’s our whole diet (too far with the analogy?). We work exclusively with insurance agents to help them generate quality leads that enable them to close more sales.
To learn how Melon Local can help your agency grow, reach out to our team.