Leading Causes of Lost Leads

GS National
Nov 24 · 4 min read

What Insurance Agents Can Do to Improve Conversion and Overcome Common Mistakes in Lead Generation

Don’t miss opportunities to improve your lead generation and conversions.

Part of your success as an insurance agent depends on how well you nurture your pipeline of leads. In fact, generating and managing insurance leads can be one of the key components to your overall sales strategy — and yet it’s often an area that can stray off course without an agent realizing it until it’s too late. In this article, we’re arming you with proven strategies for effective lead campaigns that can help you strengthen your conversion process while avoiding some of the common pitfalls associated with lead generation.

First, let’s avoid some of the most widespread mistakes of lead management:

· Don’t ask for too much, too soon. Recognize that an insurance lead is in the infant stage of your sales process. Be careful not to rush. Plan on steadily connecting with your leads and expect the conversion to take time.

· Don’t be overly promotional. Content marketing has brought about a shift in advertising as marketers pivot from merely promoting products to demonstrating value. This isn’t a new concept, but with the rise of social media and email marketing, it’s one that is being employed more and more by marketers from every industry. For insurance agents, this means developing marketing messages that offer quality information and helpful resources over messages that hammer a “buy insurance now” directive. When someone isn’t ready to make a purchase, a heavy-handed promotional message is not likely to drive a sale. Instead, it could drive prospective clients away. Work to balance your marketing messages so that you’re regularly focusing on relevant topics, professional recommendations, important industry announcements and new insurance product information that can benefit your audience whether or not they’re ready to buy.

· Don’t ignore pain points. Successful lead generation involves getting to know and understand the concerns of your audience and determining how you can address those concerns in a way that demonstrates value and benefits. Keep track of your content marketing and how your audiences are engaging with your messaging. If you’ve featured an article or video about a specific concern and see that a prospect has shown an interest in that particular topic, this is your opportunity to remarket with similar messaging to further the prospect’s interest in what you have to provide.

Then, let’s fine-tune the ways in which you handle your conversion process:

· Make it simple. No one likes waiting for a website to take more than a few short seconds to load or having to dig around online content to find contact information or a way to request a quote. Be sure that every part of your conversion process is as simple and straightforward as possible. A few things to keep in mind:

o Keep your quote request or contact forms “above the fold”. This old newspaper term applies to web content today. Before asking website visitors to scroll, ensure that prominent call to action buttons are placed at the top of your site’s landing page so that users aren’t asked to spend time scrolling or clicking through the site to find a way to connect with you.

o Keep landing pages simple. While you want to provide quality information, you want to avoid making your homepage and landing pages overly cluttered with content.

· Make it compelling. Never assume that just because a prospect knows you and knows what types of products you provide that they fully understand the relevance to their situation. Routinely ask yourself how you’re unique in the industry and how you demonstrate that uniqueness to your prospects. How does what you do and what you offer directly benefit your clients? How will connecting with you provide value to your prospect? Give your prospects a reason to click. Offer relevant, relatable, down-to-earth reasons for connecting with you.

· Make it consistent. Inconsistency causes confusion. Confusion causes frustration. Frustration causes a prospective lead to simply walk away. As you move prospective clients through your marketing campaigns, maintain a consistent look and tone of voice within your advertising, landing pages and downloads.

As you simplify and streamline your methods of lead generation, you’ll increase your opportunities for success. Over time, you can take it further by testing different lead capture channels to determine the best outlets for a particular campaign and by capturing more information from your leads. With the right information about who your prospect is and what their situation involves, you can have a better understanding of which insurance products are going to be best suited for them — helping you to better tailor your marketing messages to maintain relevance to their interests and needs.

Whether you need more help in fine-tuning your processes or tools to help deliver more leads your way, GS National Insurance is here to help. We’re a unique FMO who understands the challenges of the insurance industry while working alongside our independent agent and agency partners to expand their success, faster. Discover how the right partner with the right tools can help you grow like never before. Visit us at gsnational.com

Sources:

· https://www.randallreilly.com/10-common-lead-generation-mistakes

· https://zapier.com/blog/lead-generation-mistakes

· https://www.closeriq.com/blog/2018/02/common-mistakes-inbound-leads

GS National Insurance is an independently owned insurance marketing organization. We specialize in helping independent advisors increase their Health, Life, and Annuity Business. Our primary focus is the senior health insurance marketplace. We combine technology and experience to deliver high-quality service and support. Learn more at gsnational.com

GS National Insurance

Insurance Marketing by Advisors, for Advisors.