Are you an insurance professional who has hired an SEO Internet consultant, spent thousands to build a new Web site, secured decent traffic, but still has very few leads? If it’s any comfort, you’re not alone. Many hope that their fancy, new search-engine-optimized sites will be a fountain of leads. Often, they’re sadly disappointed.
 
What’s the problem?

In the quest for key words, high page counts and generous content, many Web developers forget a basic truth: You can lead a horse to water, but you can’t make him drink – Translated for Internet world: Just because they find you, doesn’t mean they’ll buy.
To motivate a customer to take the next step, a Web site must be much more than search engine optimized. It also must be lead generation optimized.
 
What does a lead generation optimized site contain? Here are five must-haves:

Compelling, interest-generating headings and subheadings Interesting offers like white papers, case studies, discounts or newsletter subscriptions to persuade readers to step into the selling cycle Short, easy-to-complete lead forms (five fields or less) so prospects aren’t deterred by complexity Meaty, credible content that includes client testimonials, success stories and work examples – screens that “show” instead of “tell” Clear calls to action that tell the reader how to take the next step and why she’ll be glad she did

Here are a few things that lead generation optimized sites avoid at all costs:

Boring headlines “All about me” content Long strings of key words that sound like blah-blah-blah Dead-end screens without directional links to guide the reader forward through the site Complicated applications Confusing and redundant navigation Placing important copy, offers and calls to action “below the fold” where they’ll never be found without scrolling

Just like wine, chocolate and other life pleasures, search engine optimization is great – in moderation. Balance is key. Sure – you have to make it easy for people to visit your site. But, you had better be a gracious host once they arrive. Provide lively conversation, plenty of interaction opportunities and offer a few gifts. It will be nearly impossible for them to leave empty-handed.

By: Heather Sloan

You sabotage yourself by not having systems. Those systems need to be based on your business, your strengths, and your objectives. You’ll never earn what a top producer earns if you run your business by spur of the moment decisions, and random activities intended to produce results.

You need three clearly defined systems to have a real business rather than a low paying job. First, you need a system to get appointments with the right prospects. Second, you need a system for selling those prospects and converting them into customers. Third, you need a system to generate referrals from those customers that isn’t pushy.

There are a number of marketing systems that you could purchase, but they aren’t your system. Even when/if you purchase a marketing system it’s really only part of your marketing plan. Your marketing plan has to be built around who you are, the reason your business exists, and the one clear message you want to communicate to your market through every marketing communication you make.

When you try to communicate different messages to the same people, or you try to be everything to everyone you confuse your market. There’s a simple truth about a confused market, and that is they don’t buy. And neither does a bored market.

Your systems all have to support and expand on the clear, succinct, and repeatable message that you want your market saying about you. The objective of marketing systems is to have enough systems in place to produce leads to qualified prospects. Traditional you-focused marketing doesn’t work, but educational customer-centered marketing always works and you can make it work more effectively if you don’t go for a one-shot connection.

Once you have a lead your sales system kicks in. A buyer won’t buy until they’re ready to buy no matter how much you try to push them into a sale. But a buyer that you’ve connected with and maintained the connection with will buy from you when they’re ready because they feel like they already know you and trust you.

Your job is to have several options for moving that prospect through your sales funnel until they’re ready to buy. Once you have the appointment you already have a tenuous relationship, and during the appointment you want to solidify that relationship by helping them to buy. Your sales process helps you to have a sales conversation that’s focused on the customer and that leads to a natural conclusion that you need to work together.

Once they’re your customer you need a referral system. Your referral system shouldn’t be pushy, and it shouldn’t sound like you’re begging. Your customers should feel like they’re sharing something great and when they do they connect you with their contacts.

By: Cheryl Clausen

Successful producers know that quality, local insurance leads are vital to ongoing success.

Funny how the pen that writes up an order for new business is always tethered to the phone.

And today that phone is tied more and more to the internet.

The internet is rapidly changing. Insurance agents thirsting for relevant insurance leads need a competitive advantage. While a competitive advantage based on paying for every lead on a per lead basis can be effective, it means you are tied to:

1. Your own cost outlay (and budget) for each and every lead

2. The number of leads any given vendor can supply.

But, an alternate strategy for successful insurance agency marketing exists. No, not alternate–parallel. No insurance agent carries just one line; it would cripple the agency’s income. Multiple lines mean multiple chances to connect with customers.

Lead generation should work the same way. Your insurance marketing efforts should combine more than one tactic to put you in front of your customers.

And this is where search marketing comes in. Local search.

A recent stat shows that Google will soon account for 30% of all online advertising. Why? Because companies will pay good money to be in front of the right prospective client at the right time. And, they’ll pay even more money to get in front of that prospect with the right message at the magic moment in time.

That’s what you can do with successful search marketing It’s not easy, but it can be sustainable. Unlike pay per lead, a strong natural search campaign, coupled with thoughtfully placed paid search efforts can send your agency sales soaring.

Search can really be your best referrer.

By: Craig Lutz-Priefert