How insurance lead generation builds a reliable pipeline

Insurance Lead Generation Strategies

It’s important to understand the difference between demand gen vs. lead gen. Demand generation builds awareness, while lead gen drives your audience to action. I’ll cover the latter below.

Building the right funnel and filling it with water, not marbles, is the key to generating insurance leads. Consider pouring water into a funnel that is one millimetre wide at its narrowest point. Everything is in order, and your funnel is functioning properly.

So far, so good, don't you think?

Consider pouring marbles into the funnel. They won't fit, and as the funnel fills up, the marbles have no choice but to spill over the top.

Similarly, your sales funnel isn't intended for everyone on the planet. Even the most powerful funnels cannot function without qualified leads. Smart insurance lead generation strategies give you control over your close rate and business health. They do more than just funnel people into your sales funnel. They are able to bring in the right people.

Key Points

  • Insurance lead generation is the process of deploying strategies and tactics to attract potential insurance customers and fill the funnel.
  • Align your lead generation strategies and tactics with life stages such as becoming a new parent, purchasing a first home, and retiring to boost your lead generation results.
  • SEO, content, reviews, referrals, social media, and paid search are all effective lead generation vehicles for insurance companies.

It is the act of selecting water over marbles and then turning on the faucet to unleash your lead generation growth.

How insurance lead generation creates a consistent pipeline

Unlike B2B lead generation, which requires a large number of buyers and a lengthy sales process, insurance agencies only need to connect with one or two buyers to close a deal. However, in order to establish a strong connection with a new lead, agencies must first establish trust.

Lead generation is important not only for insurance companies, agents, aggregators, and partners, but it is also beneficial to insurance policy seekers. The path your customer takes on their way to making a purchase is not random. When you create each step of the journey with care and intention, you create a streamlined pipeline that delivers the information your leads require at the precise times they require it.

The conversion funnel is synonymous with sales pipelines. The broadest section at the top includes every potential customer, and parts of your audience will naturally drop off until you're left with the narrowest section: your high-intent, ready-to-buy customers.

It is critical to fill the pipeline when generating insurance leads. However, they should be as targeted and high-quality as possible. With this approach, your brand will consistently generate more leads who will stick with you until the end. Do you remember the marbles?

Strategies for Generating Insurance Leads

It's critical to understand the distinction between demand generation and lead generation. Demand generation raises awareness, whereas lead generation motivates your audience to take action. I'll go over the latter in more detail later.

1. Create a website for generating insurance leads.

Your insurance lead generation strategies and tactics should all be aimed at the same thing: getting people to visit your website. After that, guide your visitors through a clean, easy-to-navigate, informative funnel.

Align your audience's search intent with the appropriate pages and content. Combine the appropriate campaigns and offers with the appropriate landing pages. Make content hubs that provide answers to your audience's questions. Make your insurance lead generation website a visually appealing and engaging destination where prospective insurance customers will want to spend time.

Capture contact information and increase the number of email subscribers. Provide helpful links to related content that your target audience is likely to find interesting. Intersperse CTAs at strategic points to convert your visitors into new leads.

By making your website the "command and control centre" of your digital marketing operations, you can turn it into a lead generation machine.

2. Match buyer personas to life changes

Insurance is required at all times. However, as insurance agents have long known, they must prepare for and manage specific changes in their lives.

What exactly are those life changes? As you respond, you'll notice that different audience segments or buyer personas emerge. This could include:

  • Newlyweds
  • Parents who are newlyweds
  • Drivers who are new
  • New driver's parents
  • Renters
  • First-time buyers
  • Home renovators
  • Seasonal workers are being relocated.
  • Landlords
  • Those who have been injured on the job
  • Retirees
  • Etc.

As you can see, there are some unique challenges and opportunities when it comes to generating insurance leads. Insurance brands, unlike niche retail brands, sell something that everyone requires. This increases your pool of prospective leads, but it also provides you with completely different audiences to target at the same time.

Orient yourself by aligning your lead generation and marketing strategies with life stages. Modify your voice for each audience, and provide them with the right page to land on with the right content to answer their questions. Then, take them on a journey tailored specifically to them. And be prepared to follow-up if your life changes in the future.

Here, we've gone over a lot of customer persona examples.

3. Increase insurance lead generation by utilising SEO strategies.

Before we get into the best ways to generate insurance leads, you should understand how to develop an SEO strategy. If you need to brush up, go back and read the post I linked to above.

Affiliate with search intent

Search engine optimization (SEO) is one of the most effective methods for generating leads. This is due to the fact that it does not rely on cold calling or direct mail. SEO, on the other hand, meets your audience in real time, precisely when they would benefit the most. But you don't want any old audience. The key to filling your funnel with water rather than marbles is to match your content to the search intent for the target keywords.

In other words, don't conduct keyword research without first considering the person conducting the search. As an example:

  • What concerns or irritates them?
  • What are they looking for?
  • Are they just looking for information, or are they ready to buy?
  • What kind of page do they expect to arrive at?
  • Are they looking for products, or do they require a calculator?
  • Do they want general information or specifics about your brand in comparison to your competitors?
  • Are they looking for a quick response or something more in-depth?

Make search intent and relevance your top priority whether you work for a life insurance, health insurance, property insurance, auto insurance, or business insurance company. Then, choose keywords with the best SEO metrics to help you achieve that goal.

Throughout the conversion funnel, use SEO.

As they progress down the funnel, your audience's needs and knowledge level evolve. As a result, they use different search engines and look for different content. You can use SEO to target searches made at each stage of the conversion funnel – awareness, consideration, decision, or retention – by targeting the searches made at each stage.

In case you missed it, we wrote an entire post about full-funnel marketing here: What on Earth is ToFu, MoFu BoFu?!

A person in the awareness stage may not even be thinking about insurance. They may conduct a broad search such as "how to teach a teenager to drive," "safe driving tips," "how to get my teen to wear a seatbelt while driving," or "what puts teen drivers at the greatest risk of a crash." They want to get an education. As a result, an infographic like this one from Hanover Insurance Group may be able to meet that goal.

When they reach the consideration stage, they will actively search for terms like "car insurance for teens." The second searcher is eager to hear your insurance pitch, but the first is not. There are numerous opportunities to connect with your target audience at each stage of the funnel. Make sure you take advantage of them.

4. Develop a content strategy that is specific to your audience.

Creating intelligent content strategies is a highly effective way to target, connect with, engage, and convert prospects. In the insurance industry, lead generation is all about trust. And content marketing is a fantastic way to do so!

We dedicated a whole post to content marketing for insurance companies.

Resolve issues

Solving problems for prospective customers is the quickest way to get on their radar and stay in their mind. No, you are not required to become their librarian or to offer them dating advice. Consider the types of problems your brand is qualified to solve and base your content marketing strategy on that.

Moving, having children, making a large purchase, retiring, and so on. All of these are monumental life events that raise a slew of questions. Insurance is the last thing anyone wants to think about, and that's where you come in. Reduce their workload by providing jargon-free, confusion-free, clear, and helpful guidance.

Allstate's GoodHome tool is an example of content that is both educational and useful while also solving a problem. The interactive experience guides the individual through a customised risk assessment in their home town or a town to which they may wish to relocate. It's especially compelling because the information is personalised. You can get a list of risks for any house in your town.

Tell your stories

Content that solves problems isn't the only way to keep insurance leads interested. You have another powerful tool in your toolkit because of your connection to major life changes: stories.

Find and tell the stories that pique your interest, whether they're funny and offbeat or heartwarming and tear-jerking. Videos, blogging, interviews, podcasts, and photo essays are all effective mediums for telling a storey. They are so potent, in fact, that they alter the chemistry of the brain. According to cognitive psychologist Jerome Bruner, stories are 22X more likely than facts alone to be remembered.

Look no further than your own customer base for a place to start. Several insurance companies have discovered the power of the average customer storey, and they share it using the brand's voice and tone. MetLife, Oscar, and USAA, for example, all have YouTube series that feature customer stories.

Make lead magnets.

When we talk about the importance of great content for insurance lead generation, we often talk about its ability to attract, engage, and leave a positive impression of your brand. But the right resources also serve a more practical purpose: they are assets. People are eager to read them.

Use this to your advantage by gating some of your content and making it available only after the reader enters their contact information. Demand generation is an easy way to bring qualified insurance leads into your funnel, and it's a fair trade on the user's end.

The following formats are ideal for gated content:

  • Innovative research
  • Ebooks
  • Guides
  • White papers
  • Courses
  • Checklists and other valuable freebies.

5. Obtain a listing on review websites

You'll end up on review websites one way or another. The question is, who owns the narrative – you or that one disgruntled customer? Claim your listings on review websites and complete your information using language that reflects your brand. Then actively seek reviews from your satisfied customers.

You should not tell them what to say. Requesting reviews, on the other hand, will help to ensure that you balance any negative feedback online with a more accurate reflection of your satisfied customers.

Most people will give you an online review if you ask, but it is unlikely that they will consider it unless you prod them. Unfortunately, it's always the dissatisfied customers who don't need any persuasion to leave a review. Solicit reviews from the rest of your customer base so that your online reputation reflects the whole picture. As a result, you open up another channel for high-quality insurance leads – people frequently rely on review websites when looking for insurance products.

6. Create a referral engine

Your customers are linked to a large network of people who could benefit from insurance. You can expect a certain amount of organic word-of-mouth recommendations in the insurance industry.

Formalizing the process, on the other hand, gives people a much clearer reason to recommend you. Insurance agents can frequently assist customers in persuading them to make referrals.

Also, never underestimate the persuasiveness of a discount! Create a referral programme that rewards customers for recommending your brand by providing a monetary incentive. Dynamically generated, personalised referral codes make tracking referrals and crediting them a breeze.

7. Insurance lead generation through social media strategies

You've never seen Geico's Instagram account if you don't think social media and insurance companies go together. Content that entertains and engages is the name of the game for the irreverent brand – even if it isn't directly related to insurance.

Consider the game Guess That Drawing: Sloth Edition:

Or the GEICO Gecko's ridiculous antics:

To have a strong social media presence for your insurance brand, you do not need to be funny or ridiculous. Be true to your brand. That is the most important aspect.

Consider your own brand voice. Is it concerned? Straight-shooting? Informative? Nerdy? Pioneering? When your content authentically reflects your brand voice, you have a lot more leeway with subject matter.

Knowing which segments of your audience are on each platform is essential for a well-executed social media strategy. Instagram, Facebook, Twitter, and LinkedIn? It might be a good idea to go "all in" on a few of these. Alternatively, you could go "all in" on all of them, but in different ways that are tailored to each audience segment. This will allow you to modify your tone and focus on the topics that are important to that specific audience.

8. Paid media strategies for generating insurance leads

Insurance lead generation strategies can effectively use both paid media and SEO strategies because they have benefits and drawbacks that balance each other out.

Fortunately, a large portion of your audience research can directly inform both your SEO and paid search strategies. Begin by defining your keywords for each audience segment, just as you did for SEO. However, when it comes to paid search, you'll want to concentrate on the middle and bottom of the funnel. For paid search campaigns, the economics at the top of the funnel are unlikely to make sense.

To ensure that intent is aligned, pair each keyword with the page that perfectly matches the search intent, or create a new landing page. You'll also need to consider metrics like cost per click when using paid search.

Optimize from there. Paid search can be used to test new insurance lead generation ideas and messaging. Deploy campaigns in a strategic manner to cover for specific keyword groups for which you are not yet ranking organically in Google. Remove underperforming keywords and ad groups. While we'd all like to get it right the first time, the most important aspect of paid search is the constant fine-tuning and iteration as new data comes in.

9. Create lead generation landing pages

One way to ensure that your page perfectly matches search intent is to create a custom lead generation landing page designed specifically for that keyword set.

The goal of a custom landing page is simple: to compel people to take action. This could be to request an insurance quote, a consultation, or to join a webinar or your email list.

An effective landing page guides the visitor to the next step in their journey by using persuasive elements such as social proof, visual appeal, and customer-centricity.

Give each landing page a distinct and trackable goal based on the visitor's position in the funnel and the next step you want them to take. Then, continue optimising the page for improved performance.

10. Improve marketing for better insurance lead generation results

Inbound insurance marketing, like any other online marketing initiative, necessitates ongoing tweaking to achieve the best results. When deploying chatbots, experiment with different messaging. When launching new email marketing campaigns, keep track of which subject lines have the highest open rates.

The following recommendations are universal best practises, regardless of the type of insurance you offer.

Utilize CTAs

Calls to action provide a clear path forward for your audience. They're an important part of moving forward, especially in the early stages when taking action isn't even on your audience's mind. Use CTAs that correspond to the next logical course of action for the audience of the specific page.

  • Where in the funnel is the visitor?
  • What kind of content are they interested in?
  • What topics do they seem to be interested in? 

If your visitor is in the middle of the funnel, which is often the case, intersperse different calls to action on the page and let them decide which action to take. For example, direct them to videos of satisfied customers while also providing links to related posts and the option to request a quote right away.

Conduct A/B tests

Still undecided about your CTAs? The great thing about A/B testing is that you don't have to make educated guesses about user preferences. Not when it comes to CTAs or any other design or content change you might want to experiment with. A/B testing elements such as:

  • CTA Content
  • Size, style, and colour of CTA
  • CTA's location
  • Messages and offers
  • Benefits are described.
  • Headlines
  • Page design
  • Individual design components
  • Image vs. video
  • The text's length
  • Social Proof Types
  • Etc.

The only limit is your imagination. Working with one element at a time, compare different versions and proceed with the winner.

Are you ready to raise the bar? Make the winner your new control and attempt to outperform it with a new experiment. Rinse, rinse, rinse, rinse, rinse, rinse, rinse, rinse, rinse, rinse, rinse, rinse, rinse, rinse

11. Perform analysis and optimization

Utilize all of the information at your disposal and keep a close eye on it. Improve your pipeline to increase insurance sales. Take note of which campaigns, pages, blog posts, social media posts, ads, and offers have the highest conversion rates. Take note of which ones don't.

Your data will assist you in refining your strategy, and the path will become clearer over time. Performance metrics are important, but keep in mind that your data is primarily a learning tool. If you use it in this manner, your number of qualified insurance leads will skyrocket.