5 Expert Lead Generation Strategies for Insurance Agents
September 16, 2022
Head of Marketing
Ray is the Head of Marketing at Canopy Connect and has helped dozens of startups and growth companies over his 20 year career to develop strategies and implement tactics that yield high impact results.
Tech advances have improved lead gen opportunities and greatly expanded reach. Use these strategies to optimize online lead generation.
Knowing how to maximize lead generation online is critical for survival in today’s market. Regardless of your expertise and ability to explain property and casualty insurance back-to-front, you won’t be successful without these leads.
Although technology has led to an increase in market competition, it’s also led to improved lead generation opportunities—and significantly expanded reach for insurance agents.
Leverage these five modern lead generation strategies to boost your business—before your competitors.
1. Leverage Social Media to Its Fullest
One of the easiest and most cost-effective ways to generate leads online is through social media. Platforms such as LinkedIn, Facebook, Instagram, and TikTok offer effective marketing tools to increase your reach, boost your agency image, and drive insurance sales.
Although your website still serves as the most comprehensive source of information for your customers, social media builds community and establishes you as a leader in your niche. Essentially, social media is a place to share and market what is already on your site. It allows you to establish a brand identity that targets specific audience segments.
Obviously, social media is a game-changing tool—when you use it right. What best practices can you follow to make the most of these platforms?
Post Regular, Relevant Content
Consistent content is key to keeping users engaged—and establishing yourself as a go-to brand when it comes to insurance. But it’s not just about consistency. If you regularly post content that people find irrelevant, your efforts are going nowhere. In the same way, if your content is highly beneficial, but you only post once a month or bi-monthly, no one will remember you.
To offer relevant content, and stay up to date with prominent issues in the insurance industry. Offer solutions and answer questions in practical and understandable ways. LinkedIn is especially useful for posting longer-form articles as an industry specialist. Incorporate video, infographics, and links to your blog on all your social media channels. This diverse-yet-relevant media collection makes your posts shareable and promotes interaction.
Optimize Your Profile
Make it obvious what you and your business are all about from the get-go. Your profile should present your services clearly and professionally and make it easy for prospects to engage with and contact you.
Engaging with followers is the first step toward personalizing your service and building relationships. Encourage them to engage with your posts and ask questions. Share relevant content from industry thought leaders to establish connections with prominent industry names. Give users regular opportunities to sign up for emails and webinars, download free guides, and request consultations. Simplifying processes is key when encouraging users to take action.
Target the Right Audience
Understand and identify exactly who your target audience is when prospecting insurance leads on social media. A one-size-fits-all approach isn’t effective—and could do more harm than good. Users who find your content irrelevant are more likely to hide visibility or block you outright. Identify the platforms that are most relevant to your target audience and focus your efforts on these.
Tools that integrate with apps can help in lead generation. Canopy Connect, for example, integrates with Facebook Lead Ads, Mailchimp, Active Campaign, Salesforce, and many more CRMs to simplify and streamline lead generation and prospect management.
2. Network, Engage, and Participate
In-person networking can be a game changer for your business. Consider what industries might prove beneficial to partner with. For example, real estate agents work with property owners who need insurance at some point. Lawyers who work with new business owners, mortgage lenders, and HR or payroll companies can all refer clients who need some form of insurance coverage.
Find and attend local networking events in the sector you think are beneficial. This may include real estate or accounting conferences, or general local networking events that are organized in your city.
Pro Tip: Use a QR code on the back of your business card and set it as the lock screen on your phone. This makes networking super easy!
Be prepared to share business cards and helpful information, but also focus on relationship building before jumping straight into rates and turnaround times. Return the favor by providing quality leads where possible or offering attractive incentives.
3. Use Google Business Profile
Formerly known as Google My Business or GMB, Google Business Profile is Google’s free online business directory. Listing your business is the most important thing you can do to make your agency or business visible online.
A profile helps you show up onGoogle Search results and Google Maps—and many other directories that use Google as their main source of information. The listing includes a direct link to your website, a messaging tool, an instant call function, reporting, and reviews.
This not only helps people find you but also allows you to see data about the number of people viewing your listing—which serves as valuable information for data-driven marketing decisions.
4. Take Advantage of Hyperlocal Marketing
Hyperlocal marketing aims to reach prospects in a very specific area. It’s much more specific than just listing in a city, getting down to the suburb level, and targeting smartphone users conducting ‘near me’ searches. This often involves networking on neighborhood-level social media groups. Although this concentrated approach limits your reach, hyperlocal marketing makes up for this with improved lead quality. Word of mouth spread in localized groups and among peers is among effective forms of outreach—people generally trust their community. There is also less competition and marketing costs much less.
5. Optimize for Local SEO
Search Engine Optimization (SEO) is all about maximizing the potential of search engines to locate your website—by using relevant search words in your content. However, it’s more complex than just stuffing a bunch of keywords in blog posts and web pages. The strategies mentioned above will contribute to boosting your search rankings—creating a strong online reputation locally also improves SEO.
In addition, implement the following strategies to enhance your local SEO.
Ensure that your business details are identical across listings. The business name, address, email, and contact number should be consistent on all social media, directories, websites, and anywhere else online.
Research relevant local keywords to find out what is trending.
Include location markers where possible, link to relevant outbound pages, and get other local partners to link to your site.
Include local content in page design for specific service areas.
Optimize your site for mobile devices. If your website is not mobile-responsive, content may be difficult to read and navigate. When a website appears distorted on a tablet or smartphone, visitors become frustrated and will leave without hesitation. Additionally, a mobile-friendly site is essential to rank well on Google. The search engine prioritizes indexing sites based on the mobile version.
Streamline Lead Generation With Canopy Connect
With the right tools and strategies at your disposal, you’ll find no shortage of ways to generate qualified insurance leads! The method(s) that work best for you will depend on your target niche, location, local market, level of competition, and your personal sales style.
Implementing the right tech can help you further simplify and streamline your lead generation strategy. Your tools should also enhance user experiences, which builds favor and trust with your business services.
Canopy Connect lets you and your prospects save time gathering the data required to formulate a comprehensive quote. No one likes filling in lengthy forms and trying to locate dozens of data inputs just for a quote. With Canopy Connect, you can verify and view your prospect's current insurance coverage, premiums, deductibles, and declaration pages in an instant. This makes it possible to provide your prospect with a competitive quote that meets all of their needs without delay. Faster and more accurate quotes mean happier clients—and more deal closures!
Additionally, instant access to your prospect's policies, claims history, premiums, and limits gives you the opportunity to spot coverage gaps and upsell opportunities. To gain secure access to the required data, you simply send your prospect a personal link. By clicking, they authorize and share the necessary data with you securely in seconds.
Don’t get left behind with slow processes in a fast-moving industry. Reach out to us today and let’s get you providing faster, more accurate quotes.