Want to sell more insurance?
Then you first need to figure out how to generate more leads.
Today we are going to share three ways to do just that.
Create a Super Valuable Lead Magnet
You want to start by creating a super valuable lead magnet because the lead generation methods that we are going to discuss in this article depend on you having one.
A lead magnet is something that you offer to potential customers in exchange for their email address.
It can be anything that they can either access online or download to their device:
- A report.
- An ebook.
- A masterclass.
- A video course.
- An email course.
- A webinar.
- An app.
What matters is that:
- Your lead magnet provides a solution to a problem that the potential customer is struggling with.
- That problem is either the same one or related to the problem that your paid product addresses.
This might seem complicated but you probably already know what your potential customers are struggling with. Don’t you encounter the same issues over and over again when selling insurance?
Maybe your potential customers:
- Don’t understand how insurance works.
- Are confused by the insurance industry jargon.
- Aren’t sure if they even need insurance.
- Don’t know how to choose the right provider.
- Don’t know how to choose the right policy.
You can pick the issue that comes up most frequently and address it in a format that you are most comfortable with: an ebook, a video, etc.
Just keep in mind that your lead magnet serves as a foundation of your entire sales funnel:
- Impress the potential customer and they will be more open to buying insurance from you.
- Disappoint them and you won’t get a second chance.
So make sure that your lead magnet is super valuable and exceeds their expectations.
Also, remember that the purpose of your lead magnet isn’t to advertise the insurance that you sell, it’s to help the potential customer solve a specific problem.
In some cases, you might need to advise against purchasing a more expensive insurance package, against purchasing insurance from your company, or even against purchasing insurance in general.
Always having the potential customer’s best interest at heart, even in situations where that conflicts with your desire to make more money, might hurt you in the short term but it will serve you in the long term. Why?
Because it makes you look like an honest and trustworthy person, not some vulture who will say anything to squeeze every last penny out of them.
This means that they will be more likely to buy insurance from you in the future as well as recommend you to their friends and family.
So always put the potential customer first, even if it goes against your immediate financial interest. Play the long game.
#1 Use Facebook Ads to Drive Traffic to Your Lead Magnet Landing Page
We believe that the most straightforward way to start generating more leads is to:
- Create a landing page for your lead magnet.
- Use Facebook ads to drive traffic to it.
Let’s take a look a closer look at these two steps:
Create a Landing Page for Your Lead Magnet
Your lead magnet landing page is a “sales” page for your lead magnet. It’s your opportunity to persuade the potential customer to download it.
And it doesn’t have to be complicated. All you need is a squeeze page with these three key elements:
- A headline that emphasizes the #1 benefit of your lead magnet. How will it make the potential customer’s life better? Focus on that.
- An opt-in form that asks for the potential customer’s contact details (typically either their name and email address or just their email address).
- A call-to-action button that encourages the customer to get the lead magnet. Use benefit-driven copy such as “Get Your Free Ebook Now” instead of generic copy like “Download”.
And make sure that the call-to-action button stands out in the overall color scheme of the landing page. It should be impossible to miss!
You can also add social proof in the form of “As Seen On” media badges, customer testimonials, relevant accomplishments, etc.
Use Facebook Ads To Drive Traffic to It
Paid advertising is the most straightforward traffic generation method because it’s quick, targeted, and measurable.
You pay an advertising platform (e.g Facebook, Instagram, Google, etc.) to show ads to your ideal customers and hope that they will click through to your lead magnet landing page.
This allows you to see whether your lead magnet resonates with your target audience pretty much immediately.
Arguably, the most important thing when it comes to Facebook ads is targeting, because if you show your ad to the wrong people, you won’t get clicks even if you have the best ad in the world. So how can you know who to target?
Take a look at your existing customers. What do they have in common? You should use those traits when targeting potential customers.
You can even apply the 80/20 principle by identifying the traits that the 20% of your customers that generate 80% of your revenue have in common, then use that information to attract more people like them.
Just make sure that you start with a small daily budget, then begin gradually increasing it once you have figured out how to run ads profitably. Why?
Because it’s incredibly easy to burn through your entire marketing budget without having anything to show for it when you don’t know what you are doing.
So be patient, learn the ropes of paid advertising, and only scale campaigns that you know work.
#2 Educate People About Insurance on YouTube
Let’s be real:
No one wakes up in the morning super excited to binge-watch videos about insurance.
In fact, your potential customers likely find the subject mind-numbingly boring (no offense!).
That makes getting traffic from YouTube much more challenging than doing the same in “sexy” niches like health and fitness, dating and relationships, and making money online.
So what should you do?
- Use YouTube search to see what people are searching for.
- Make videos that comprehensively address those topics.
- Encourage viewers to check out your lead magnet at the end of each video.
You can even create a separate lead magnet for each video to make it more relevant to the viewer.
This might sound like a lot of work, but due to the nature of your niche, you won’t need to produce a ton of videos, just enough to target the most popular keywords.
If you type “health insurance” into YouTube’s search box, you might see something like this:
These search suggestions are popular keywords that people are searching for.
Also, before you start scripting your own video, look at the videos that are currently ranking for that keyword.
Here are the top three videos that are ranking for the keyword “health insurance for self-employed”.
So if you want to target that keyword, you should watch these three videos first to see how you can make your video better.
And at the end of your video, you should encourage people to check out your lead magnet, which should be directly related to health insurance for the self-employed.
You could offer an exclusive video called “Top 3 Health Insurance Mistakes That Entrepreneurs Must AVOID At all Costs”) as your lead magnet.
After all, the potential customer just watched your video about health insurance for the self-employed, so they are likely to be interested in another video on the topic.
(Note that this assumes that the self-employed viewer in question is an entrepreneur.
When you make a video that appeals to several demographic segments, target the segment that’s most lucrative with your lead magnet).
Also, don’t worry about building a large YouTube channel because that’s not a realistic goal in your niche.
Instead, focus on ranking your videos for popular keywords and then driving traffic from those videos to your lead magnet landing page.
#3 Build a Niche Insurance Website
You can also build a website that covers insurance topics that are related to your specific niche.
Just like with YouTube, the aim shouldn’t be to build a huge blog, it should be to create content that ranks for popular keywords on Google, then send the traffic from that content to the lead magnet landing page.
Search engine optimization, also known as SEO, can seem overwhelming if you have never done it before.
But it’s actually super simple when you cut through the noise.
Here’s how Adam Enfroy, the guy who made $203,736 in his first year of blogging, explains it:
“While you can read about a ton of fancy “hacks” and shiny new tools, there are fundamental principles that have not changed when it comes to SEO and blogging
- Content and links.
- Content and links.
- Content and links.
This has remained unchanged for the last 10+ years.”
So don’t concern yourself with the latest tactics, hacks, or freakouts over Google algorithm updates. That’s all cool but it’s a distraction if you are a beginner.
What you want to do instead is focus on:
- Creating SEO content.
- Building backlinks to that content.
Let’s take a closer look at these two key components of a successful SEO strategy…
SEO content is content that is designed to rank on the first page of Google’s search results for a specific keyword.
While keyword research is a huge topic, you can learn the basics by watching this 10-minute video from Ahrefs:
Remember that you want to target keywords that:
- Your ideal customers are searching for.
- You can realistically rank for.
There are plenty of free keyword research apps out there but we recommend you to invest in Ahrefs because it is arguably the best SEO tool on the market.
You also need to make sure that your content is better than anything that is currently ranking on the first page of search results for that keyword.
Depending on your budget, you might want to consider investing in Clearscope, which is an SEO app that helps you optimize your content to increase your chances of ranking on the first page. It’s pricey, though.
Also, if writing is not your forte, then you can find talented writers on the ProBlogger job board.
A backlink is a link from someone else’s website to your website.
In the SEO community backlinks are commonly believed to be the #1 ranking factor since they serve as a signal to Google that the content is valuable.
So if you are serious about building a niche website, then you need to be proactive about building backlinks.
Here are the three most popular tactics:
- Guest posting. You reach out to a website in your niche and offer them a free article in exchange for 1-3 links to your own website. Typically, you get at least one link in the byline, plus you might also be allowed to include a couple more links in the body of the article. Adam Enfroy has a great guide to guest posting.
- Broken link building. You analyze a website, identify broken links, and let the site owner know about it. Then you offer them a piece of your own content that serves as a replacement for a specific broken link. Check out Brian Dean’s guide to broken link building.
- Linkable assets. You can also attract backlinks by producing original research, case studies, images, etc.
Say, when someone needs an image that illustrates how health insurance works, they might search for it on Google. If they decide to use your image, they will have to credit you with an “Image Source” link.
This approach can work as a supplemental tactic that gets you some extra backlinks, but you should not rely on it.
Also, note that not all backlinks are made equal, meaning that some backlinks are worth more than others.
Basically, the more authoritative a website is, the more valuable its backlinks are.
Domain Authority (DA) and Domain Rating (DR) are metrics that indicate that authority.
You can use Ahrefs’ free Website Authority Checker tool to see the Domain Rating of any website.
Ideally, you want to make sure that the DR of a website you are targeting is at least 50, though of course the higher the DR, the better.
Once you start getting organic traffic to a specific page, you should direct those people to your lead magnet landing page, which you can do by adding:
- A content upgrade in the middle of the article.
- An exit intent pop-up is shown to the visitor when they are about to leave the site.
All this will help you turn organic search traffic into leads.
Want to Learn How to Convert Those Leads Into Customers?
Follow the advice in this article and you’ll soon be getting more leads than ever.
But generating leads is not enough. You need to convert them into paying customers and then into repeat customers. And that’s what sales funnels are all about.
Our 5 Day Challenge will show you exactly how to implement them in your business.
You will learn how to:
- Generate unlimited leads.
- Create your first lead magnet.
- Build your first sales funnel.
- Create a simple 6-email follow-up sequence.
- And launch your funnel.
So don’t hesitate.