As any insurance agent knows, time is of the essence in this business.
When it comes to leads, you don’t have time to waste and you need all the high-quality leads you can get.
And while having high-quality leads only sounds dreamy, it can become your reality with a twist in your marketing.
By understanding your ideal audience and continuously pushing out targeted campaigns, you can feel confident that your message is making its way into the right ears so a conversion is always around the corner.
If you’re ready to take your insurance business to new heights (and a new tax bracket for you), here’s your complete step by step guide to developing targeted lead generation campaigns.
Reasons Your Lead Generation Is Lacking
Have you been in the insurance game for a while now and still have a hard time finding clients?
Sounds like something isn’t working.
Though insurance is a competitive field, that doesn’t mean there isn’t money to be made. You just have to pinpoint what problem is causing your business to stay stagnant so you can find the right solution to grow.
Here are four likely reasons why you’re not generating leads for your insurance business.
1. You’re Not Addressing the Right Audience
If a tree falls in the forest and there’s no one around, does it make a sound?
You can advertise your business every second of every day but if it’s not targeted to the right audience, you shouldn’t expect many (or any) sales.
In order to be a successful insurance agent and develop targeted lead generation campaigns, you must know who your strategy is geared to so you can achieve results.
2. There’s High Competition
Like we already mentioned, insurance is competitive. With so many companies and agents offering similar products, it’s easy to blend in.
Your goal as an agent is to figure out what makes you and your company different than the rest so you can start winning more leads (and paying clients).
3. Your Marketing Strategy Needs a Revamp
Even digital marketing efforts need a refresh every now and then. If you’ve been relying on the same old marketing tactics for months or years now to no avail, it’s time to see why your strategy isn’t working and adopt a new tactic.
4. You’re Still Starting Out
If you’re a brand new agent, don’t be so hard on yourself for not capturing leads. Insurance is a numbers game that can take years to perfect for some professionals.
As long as you have determination and stay motivated to grow your business, the rest will come in due time… you just have to make sure you follow the rest of the tips in this guide.
How to Develop Targeted Lead Generation Campaigns
Now, let’s get down to the nitty gritty: how to actually develop and plan a targeted lead generation campaign for your insurance business.
While keeping the tips from above in mind, here’s your step by step process for creating an effective insurance marketing campaign to capture more leads and scale your business by ensuring you’re speaking to the right buyers.
1. Evaluate Your Company and Business
It should go without saying but you need to know your business and company like the back of your hand.
You are, afterall, viewed as an expert in your field (and company) to prospective clients you speak with.
While it’s okay to not know every little detail about your business/company, you need to know the following so you’re prepared to develop an effective campaign:
- Products and policies your business offers
- The type of insurance your company provides
- Who your products best serve
Why are these tidbits important?
Because without knowing who you serve and what you offer, you don’t know who to market to, which is the biggest key in scaling your income.
Your insurance business isn’t tailored to every living person, and that’s okay! Breaking it down by knowing the specific type of buyer your company serves means you’ll be able to speak the language of your ideal buyer, which we will touch on more in the next section.
2. Create Your Ideal Buyer Profile
So, you’ve done your homework and studied your company. You now know the type of individual that qualifies for your products, so now you’re ready to create your ideal buyer’s profile.
A buyer profile lets you go in-depth in understanding your target buyers so you know how to market to them effectively.
In order to create your buyer profile, ask and answer following questions:
- Who best benefits from your products and policies?
- What’s the ideal age range of your ideal buyer*
- What’s the biggest problem your ideal buyer is facing that your business solves?
* Knowing your ideal buyer’s age is extremely important since marketing to your target audience is all about speaking directly to them.
For instance, if your products best fit first-time home buyers, odds are you’re likely speaking to a younger generation, which means your word choice and tone will be vastly different than if you were speaking to someone who’s about to retire.
The ideal age of your target audience also lends itself to where your audience is hanging out so you know where to place your advertisements.
Continuing with a younger audience being your ideal buyer, this vital piece of information will mean you need to invest in social media marketing plans to best capture your leads.
Age is a crucial factor to discover when creating your ideal buyer profile since it greatly affects the rest of your marketing plans.
3. Conduct Market Research
Now you have the ideal buyer profile ready to go, it’s time to conduct extensive market research.
But before you set off on your investigation, you need to know what you’re looking for.
Here are a few aspects to deeply research before you create your lead generation campaign:
- Competitor Analysis: Who are your competitors speaking to? How are they speaking to their ideal buyers? What platforms are they using? What is going well and what’s not?
- Buyer Analysis: Create a survey for prospective buyers to complete that asks questions related to your services/business.
- Business Gaps: What gaps are currently open in the industry that your business could fill?
4. Plan & Execute Marketing Campaigns
With the preliminary work completed, the next step is to plan and execute your marketing campaigns!
This step alone contains several crucial components your campaigns have to meet in order to be successful.
The best way to plan and develop a marketing strategy is to complete the following steps:
- Set Goals: What is the purpose of this campaign/expected outcome?
- Determine Approach: What platform(s) will you be using?
- Market Research: What problems are you trying to solve/address?
- Messaging: What word choice are you using that stays on brand?
- Timeline: When are you looking to execute your campaign(s)?
Once you have the goals and objectives lined out, it’s time to actually create your marketing materials and send them out.
5. Monitor & Track Analytics
The work isn’t over once your plans have been executed. Monitoring your analytics and tracking leads are the next phase prior to conversions.
And since the process of client acquisition repeats itself, that means you need all the help you can get in managing your business so you’re not running thin.
That’s where CRM software comes into play. These systems allow you to better structure your time by managing and tracking leads, automating systems, and providing insight reporting so you’re able to see what’s working or what’s not.
If you’re looking for CRM systems to implement in your business, we recommend Cole Informations X-Dates for your lead capture.
Our system includes valuable information, such as residents in your area (plus their contact information) who have policies set to expire soon.
Instead of spending countless hours searching for leads, you can now have hundreds brought to your fingertips in a matter of seconds.
Not only does this take the guesswork out of finding your next potential client, it opens up time in your day to focus on other tasks within your business, so productivity never wavers.
The Bottom Line
When it comes to selling insurance, targeted approaches are key to staying connected to high-quality leads.
In order to create your effective campaign, pencil in time to conduct market analysis and create your buyer persona so you can use the right channels to share your message with potential clients.
And when you need help managing your workflow and client management, don’t forget to implement a CRM system for a streamlined workflow and positive customer experience.
