How to Increase Your Small Business Lead Generation

Lead generation is a critical component of many different companies. Take an insurance agency, for example, whether you provide auto, life, home, life, health, or business insurance, you need to understand how to consistently get more clients and use your sales funnel.

A potential customer is a person who has shown interest in your company’s product or service in some way.

You want them to buy something from you, but you need to spend some time developing the benefits and wooing them to entice them to choose you over your competitors.

A lead generation funnel focuses on a large number of names pouring into the funnel. Over time, you identify what are viable goals, then hopefully turn those goals into leads, and eventually become buyers as they move through the buying funnel.

Direct marketing dates back to the world of insurance sales, but the internet has made it much easier for insurance companies to get new targets and automatically follow up on potential customers.

If you’re using online marketing strategies, it doesn’t matter if it’s midnight and your business is closed – your insurance agency can get new clients anytime, anywhere.

There are 3 steps to this process:

1. Generation

This is the first part of the journey, where it generates the initial spark of consumer interest or inquiry about your products or services.

Ideas to start trying to convert targets into paying customers include:

• Ask people to subscribe to your email newsletter

• Encourage people to fill out an online form for a free consultation

• Use an intention-to-exit popup on selected web pages

If you are doing SEO, SEM, social media marketing, and content marketing well, you must have a large number of visitors on your website and social media accounts, where you can initially attract new customers.

Please note that Canadian Antispam Law (CASL) requires that you receive consent from recipients before sending messages. Make sure to ask people if they would like to subscribe to your newsletter before you start sending your finely crafted marketing materials to their inbox!

2. Rating

Not every prospect you capture will turn into a sale. You must have an effective process of filtering through all your potential customers to find the best ones. Otherwise, you will waste time on audiences that will never convert.

For example, a prospect who comes to your site, visits your “Pricing” page, and enters their information in a form to download your free report is more valuable than a person who comes to your site, reads a blog post, and then is he.

Here’s an example of lead generation through digital marketing from everyone’s favorite gecko.

3. Nutrition

This is the step where you focus your efforts on providing relevant information at every stage of the buyer’s journey. Some examples are providing targeted marketing content and email personalization.

Studies show that, compared to traditional marketing, content marketing and email marketing generate 50 percent more leads. Creating original, quality content is important if you want to attract customers, especially since a lot of insurance information is confusing to the average person.

Content marketing helps you get discovered on social media and in search engines.

Then you can help generate new referrals organically. Appeal to potential customers’ needs and pain points with solution-based content and you’ll get their attention.

Through continued nutrition with valuable content, people will begin to think of you as a trusted source and authority.

The importance of A / B testing

You will never know the success of a campaign without testing it! A / B testing is a popular way to determine what works and what doesn’t.

You need to test the effectiveness of one item at a time to determine what is actually responsible for an increase (or decrease) in traffic or conversions. The more time you spend testing, the better results you will see.

Some things an A / B test can do include:

• Add or reduce text or whitespace on your website

• Change a call to action in your email or on your site

• Change a title or block of text on your sales landing page

Finding new clients is hard work. So is working hard to get ahead of your competitors. It will be easy No. But if you dedicate time and energy, you will see that your insurance marketing strategies pay off.