Hitting your Insurance Leads Target
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In the highly competitive insurance market, finding high-quality leads can feel like a daunting task with a ticking timer attached. From scheduling campaigns to knowing where to focus your efforts, there are a lot of decisions to be made and a long road to finding the clients who need your services. This goal may seem lofty at first, but it is far from unattainable. In fact, in just a few steps, you can learn how to develop a successful targeted campaign and get those high-quality insurance leads you want.
What can go wrong?
There’s a lot of potential to flourish in insurance, even with the heavy competition currently in the field. If your client list has stayed the same despite your best efforts, there’s a good chance you can make improvements.
Here are a few things to keep in mind:
Even the most dynamic advertising campaign won’t be effective if it’s not relevant to its audience. Customers pay attention to products that they need or want. Knowing the type of buyers that would be interested in your product is paramount to any campaign’s success. For example, someone who just purchased a home would probably not be interested in motorcycle insurance. A potential client looking for home coverage might not go out of their way to find information on renter’s insurance.
Finding the right time to market and the right product for your clients is something you’ll always have to keep in mind when you’re designing your messaging. Utilizing insurance lead generation tools like Cole X-Dates is extremely helpful in perfecting the timing for your marketing and introducing the right products to your clients is going go a long way toward meeting your goals. Your first step should always be to find out who your products are geared toward to achieve success with new leads.
There are a lot of companies and quite a few agents with products that are similar to yours. Discover what makes you unique to your prospective clients and design your marketing around those principles. Humanizing you as an insurance agent will go a long way to gain trust with your community.
Digital marketing is an ever-evolving landscape. It’s always a good idea to adjust every now and then. If you’ve been running the same or similar campaigns with little to no results or new leads, it’s likely time to come at your messaging from a different angle. Shift your focus to a new demographic, a new format, or even different products.
Trying something new is hard. If you’ve just launched your career as an insurance agent, it can be frustrating to not see results right away. Consistency is key to build a good relationship and credibility within your community. Stay determined, and don’t be afraid to ask for help when you’re not sure what to do next. Networking is important and those relationships can be valuable in the future.
Once you’ve taken a good look at your marketing so far, you can start on improvements.
Develop Targeted Insurance Lead Generation Campaigns
Armed with the information you’ve gathered from the steps above, it’s time to plan your new targeted insurance lead generation campaign. Developing and launching a campaign is a process, and we’ve boiled down an overview of what you need to know to get started:
It may seem fundamental, but it’s necessary to know just about everything there is to know about your company and industry. You can’t market something you don’t know that much about, and your audience will be able to tell that you aren’t genuine. You want them to view you as an expert in your field, which in turn will gain their trust and their business.
Here are some need-to-know items before you design your insurance lead generation campaign:
- Insurance types that you offer
- Products and policies you can provide
- Who your products serve (how this fills their need and protects their greatest possessions)
Marketing to everyone isn’t effective. Knowing who your potential customers are and what you can offer them is crucial to knowing how to design your campaign. If you know your products and prospective buyers inside and out, you’ll be able to sell to them more effectively by contextualizing what you can offer in a language that will click with your audience.
After you’ve learned everything you can about your company and industry, it’s time to meet your customer. Not just any customer, but your ideal customer. Creating an ideal buyer’s profile allows you to know the individual person who would be interested in your products. This gives you key pieces of information that help you design the perfect marketing campaign.
Introduce yourself to your ideal buyer by asking these questions:
- Who benefits from your services?
- What is your ideal buyer’s biggest problem that your business could solve?
- How old is your prospective buyer?
These questions can give valuable focus to your marketing, designing the message around what your ideal buyer needs, and it will not be a catch-all situation. A first-time home buyer will have different answers to these questions than someone who is thinking about purchasing a boat. Younger ideal buyers may require a different marketing strategy like social media or digital formats than an older audience, who will respond better to phone calls or direct mail.
Deciding who your ideal buyer is will give you invaluable insight into how to design your campaign and get the most leads out of your marketing.
Your business and your ideal buyer aren’t in a bubble. You have your chess pieces, now you need a board to put them on to see the full picture. The market in which your company and your ideal buyer exist is just as important as the players themselves when you’re designing a lead generation campaign.
Research the following:
- Competitor Analysis – Look at your competitors and see who they’re speaking to, how they’re saying it, and what platforms and formats they’re using. Pay special attention to what’s going well for them and what’s not. Sometimes learning from someone else’s trial and error is far more valuable than conducting your own.
- Buyer Analysis – See what your prospective buyers have to say about your company and services. This can be with a survey, a poll, or even a social media post
- Business Gap Analysis – Find out if there are any gaps in your industry and figure out how you can fill them. Offering something no one else has is the fastest way to gain new leads in a competitive market.
Your research is done. You know your business, your ideal buyer, and your market like the back of your hand. It’s finally time to design your insurance lead generation marketing campaign.
Here are the steps to take:
- Set Goals – Decide the purpose of your campaign and the expected outcome.
- Decide your Approach – Figure out which platforms and formats will best suit your needs.
- Answer Questions – Refine the problems you’re trying to address with your customers.
- Send a Message – Polish your word choice until it shines like your brand.
- Find the Right Time – Choose the best time to execute your campaign when your audience will be the largest.
These decisions will help you make the most out of your new marketing campaign.
Technology has created more ways of getting your advertising to interested users than ever before. Figuring out which type will be the most effective is critical for successful advertising implementation. It’s important to remember that different avenues of messaging will have different strengths and weaknesses.
Here are just a few varieties:
- direct mail
- broadcast (radio or television)
- social media
- newspaper ads
- and more
You can utilize a few, some, or all of them, depending on your budget and who your audience is. For example, you’ll reach one group of users on social media, perhaps a completely different group using print ads, and still more potential clients with direct mail marketing.
Direct mail campaigns can be especially useful for reaching wide audiences and creating a lasting impression of your brand and Xpressdocs has many useful tools and services to help you decide how to design your campaign and successfully implement your messaging on any budget.
There are a lot of paths to successful marketing. You can decide which one is right for your business.
Once your campaign is executed, you must monitor your analytics and track your leads. This is a key step for getting the most out of your marketing strategy. However, the sheer amount of data available and the cyclical nature of the client acquisition process will require some assistance with your marketing analysis. Here’s where you’ll want to utilize the services of CRM software.
CRM software is a useful productivity tool that allows you to manage and track your leads, automate your systems, and provide insight reporting to tell you what’s working and what’s not.
Bullseye on the Target
Creating an effective targeted campaign for selling insurance takes a bit of time and research, but the benefits are well worth it for growing your client list.
By following these steps and utilizing your CRM software, you’re moving toward finding the right audience for your business and increasing your high-quality leads, leaving more time and energy to focus on a great customer experience.
Xpressdocs would be glad to assist with all your print and direct mail needs and let you get back to what matters – helping your customers. Streamline your workflow for success and achieve an easier, more productive path to your goals.