Identify And Cultivate Potential Customers For Your Business
Lead generation is the marketing process of stimulating and capturing interest in a product or service for the purpose of building a sales pipeline.
Lead nurturing builds relationships with potential clients even if they are not currently looking to buy your product or service.
It raises your company’s profile, making it more likely that your customer or prospect will choose your product or service when it is time to buy.
Lead Generation is one of the most vital ways to attract new customers to your insurance business.
It is the process of stimulating and capturing interest in your product or service. Lead generation can help your business grow by:
- Topping up your sales pipeline with quality new leads
- Nurturing new leads and current customers
- Following up on old leads, prospects and lapsed customers
- Cleaning up your database while generating quality new sales leads at the same time
There are several methods that you can use to generate leads for your business. Below are just some examples of how you can do that:
- Telemarketing: Telemarketing can be used as a standalone medium or as part of a wider marketing plan to generate more leads for your insurance business. It also gives you immediate feedback from customers and prospects as no other medium can, allowing you to find out what prospective customers want, what they like, and what they don’t like, as well as helping you qualify them.
- Networking: Effective networking is vital to your success. By getting out, meeting people and making new contacts, you can start to develop quality business relationships based on trust that can turn into leads and prospects for your business.
- Direct Mail: Direct mail is an extremely flexible medium that gives you access to a number of otherwise inaccessible prospects. It allows you to present the benefits of your product to these potential customers.
- Special Events and Promotions: Events are a great way to raise your brand awareness and turn prospects into leads as you educate them about the benefits and results of your service.
Lead generation is the primary objective of most insurance marketing strategies. While the eventual objective is certainly sales, the sales process can be lengthy and begins with lead generation, followed by lead nurturing to eventually close a deal.
There are many types of lead generation campaigns that your insurance company can engage in. The scope of lead generation has evolved in recent years, and different kinds of lead generation campaigns can be grouped in distinct categories, such as content marketing, direct mail, public relations, events, branding, phone calls, email, social media, online marketing, website, and referrals.
These groups are in no particular order of importance. Every method is equally important. What matters is how a company uses these different types of lead generation campaigns. Here are some of the things that your insurance business can do in each type of lead generation campaign.
Content marketing should involve a wide range of different content types such as articles, blog, podcast, e-books, video, speaking, info-graphics, videos, guides, book reviews, case studies, research and original data, as well as interviews and how-to-connect.
Online Marketing is a broad area that can include organic search, paid search or pay per click advertising, as well as newsletters, sponsorships, banners, portals, and online directories.
Social Media engagement can encompass podcasts, video marketing through YouTube and Vimeo, Twitter, Facebook and Linkedin.
Public Relations activities can include editorials, public speaking, press releases, contents such as
white paper, news coverage and article placement.
Direct mail can encompass self mailers, postcards,
dimensional mails and personal letters.
Websites should account for search engine optimization, landing pages, pay-per-click campaigns, blog and RSS.
Events can include seminars, workshops, webinars, teleseminar, conferences, tradeshows and executive briefings.
Emails can be in the form of one-to-one, one-to-many and newsletters. The content should always be engaging and relevant to the receiver.
Branding should attend to advertising, sponsorships, associations, newsletters, and events.
Referrals should entail vendors, consultants, customers, and partners.
Telemarketing can achieve a number of outcomes such
as identification and verification of contacts, developing relationships, gaining internal referrals, uncovering business needs, opt-in for content notification, identifying
sales ready leads, inviting companies to upcoming events and re-engaging past opportunities.
The right lead generation campaigns will depend on a strategy that considers a range of characteristics unique to you, your value proposition, your specific product or service offering and your target audience.
It’s important to think outside the square: there are so many ways to generate leads, you just have to determine which will be the most effective for your business.
It is likely that you will have a range of different campaigns using different mediums, each with varying degrees of focus based on how relevant and successful you think they may be. The results from each category are
likely to vary. By monitoring each campaign you can identify which are the most effective in generating leads and focus your efforts on these.
Possessing a strong online presence is standard for many companies in today’s digital world. Your followers, “likes”, subscribers and other online connections can provide an indication of your potential customer base, however, these figures usually do not accurately tell us the number of followers who are actively interested in a brand, responding to marketing messages or who are likely to turn into a lead. For example, a “like” on Facebook does not guarantee a sale or even a genuine indication of future consumption.
So How Can You Turn Social Media Followers Into Leads?
An important first step is to pick the right channel for your company. It can
be difficult to choose which platform is the most suitable for your business. Knowing your customers is the key to selecting an appropriate medium. Work out where they are likely to be and focus your social media presence here.
When it comes to insurance marketing, it’s vital to do everything possible to convert your marketing leads to sales. However, if this doesn’t happen immediately, you shouldn’t assume that those leads are now useless. Even old marketing leads can result in eventual sales, but only if you continue to pursue them and treat them as valuable leads.
The following are ways you can recycle your old marketing leads and eventually convert them into long-term, loyal customers.
1. Send Thank You Emails and Follow-Up Correspondence Regularly
It doesn’t matter if a customer purchased from you five years ago and you haven’t heard from them since you can’t assume that they’ll never purchase again and ignore them as a prospective marketing lead. One of the best things you can do after a sale is to keep following up with thank-you emails and other correspondence. These might include notices of special offers and sales or offers to visit and check up on their company.
In any span of time, a customer’s business may have changed or their needs may have changed, and they may be interested in returning to your company and your services. Keeping them in the loop with this type of correspondence opens the door for them to do that.
2. Use Calls-to-Action Everywhere
A call-to-action (or CTA) is a very important part of marketing and should be used when trying to convert or recycle old leads. These should be everywhere on your website, newsletters, emails, and anything else your customers see.
These CTAs should also be varied as you don’t know what will appeal to a potential lead, especially one that you’re trying to recycle. Examples of CTAs that you may use include encouragement to sign up for a newsletter, download an eBook or special report, join a certain rewards club, contact your company with feedback, and so on.
3. Keep Your Offers Accessible and Easy to Find
When you visit a website and see ads off to the side, you may notice that they’re colour-blocked, flashing or in a different font. This makes them very eye-catching and noticeable. Your marketing material should also be eye catching and noticeable to attract the attention of your lead and direct them to your offers and calls to action.
There are a few different ways to do this. When you send out emails, put your offers at the very top in bold letters. You could also add a page of offers on your website and use effective graphics and logos that are tied to these offers.
If your offers are not easy to find and are buried under the print of your website or email, you’re not going to have much success with them. They need to be
out and obvious so that even older leads can be compelled to follow them.
These are just a few simple points on how to recycle your old B2B marketing leads into new sales, and build long-term customer relationships with them.