1) Attract New Prospects With Gated Content
Back in the day, insurance agencies could rely on their local reputation to generate word-of-mouth referrals, but we now live in a more complicated time. Insurers have to prove their worth on a daily basis and must fight tooth and nail for each and every policy.
The bigger challenge is that most of this fighting now occurs online, where customers have the freedom to evaluate various options simultaneously. And to stand out, insurance brokerages have to find a way to capture their target customers’ contact information to engage with them on a more personal level.
The opening round of this battle involves using the digital tools at your disposal to attract prospects that fit your business model, which is no easy feat considering the saturated insurance market. Thankfully, marketing automation can help you attract new prospects at the top of the funnel with gated content housed on engaging landing pages.
Landing pages are an integral part of your paid digital marketing strategy. Their purpose is to allow you to promote relevant content and offers and, in turn, collect contact information that you can use to continue to engage and nurture leads through compelling customer journeys. In order to secure that conversion, you will need to gate an offer enticing the user to convert behind a brief form. This offer might be a content asset like an eBook (e.g., “Car Insurance for New Drivers”) or a special discount for moving to a new policy.
The copy of your landing page should address the user’s needs and include the keywords they likely used to click on your ad, social media post, or email CTA. The goal of a landing page is to generate leads, so aim to keep your content brief and don’t try for the hard-sell at this stage.
Here’s a rough outline of how to structure your landing page content.
- Start with a compelling headline that gets your visitors excited about what you’re offering.
- Add a brief introductory paragraph addressing the challenge that your offer or asset proposes to solve.
- Below this first paragraph, include a brief list of bullet points that summarize what you’re offering on the page.
- The final step is to include a sentence with a strong call-to-action (CTA) urging the user to complete your form to receive their content asset or other offer.
Lastly, you need to create a brief contact form that the prospect must complete before receiving your offer. Forms should always be placed above-the-fold (before the user has to scroll down for more information) and include a prominent headline instructing the user what to do and why to do it.
For example, you might want to say something like, “Schedule Your Free Bundled Policy Consultation!” The form itself should only include the fields necessary for your agents to follow-up, so be sure to ask for the user’s name and email address. If your brokerage offers different types of insurance policies, you should include a drop-down menu asking the user to choose which type(s) of insurance (home, auto, health, etc.) they’re interested in. This will help you segment your leads for better nurturing and more effective sales conversations.
The best marketing automation platforms will take things one major step further by including a feature known as progressive profiling. Progressive profiling is a process that involves creating dynamic forms that change over time as you gather more information on a lead. As users complete more forms, the fields will automatically update — allowing you to avoid repetitive questions and learn more about your prospective policyholders over time. By learning more about your leads, you’re able to deliver more targeted messaging and content in your lead nurturing campaigns.
Speaking of which…