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7 Smart Ways to Generate Insurance Leads Online in 2022

Want to find new leads for your insurance agencies? Here are eight online strategies to fill your pipeline with qualified leads.

5 min

Whether your new insurance agency is your first foray into entrepreneurship or you’re a seasoned veteran when it comes to self-employment, starting any new business is an exciting time.  

And with the insurance sales industry predicted to grow by around 5.5% over the next decade, your new career is definitely a smart move.  

As with any new business, the first challenge that you’re going to face is figuring out how to actually make some money. You might already have a couple of leads in the pipeline before you officially launch your agency—but what, or who, comes next? 

These days, small businesses need to have an online presence. Only 1% of consumers admit to never using online searches when looking for a local business, while 56% say that they search anywhere from daily to multiple times per week. That means there’s a very good chance that your next leads are going to come from somewhere on the internet. 

You may be thinking that social media is your only option here, but there’s so much more to digital marketing than posting a few Facebook updates and calling it a day. We’re here to show you a few different ways to reach new audiences that will help you generate more online insurance leads in the coming months. 

1. Work on your search engine optimization (SEO) 

Before you actively promote your insurance agency, you need to set up a website. Think of this as your online business card, the hub for everything that a prospect would want to know about your company and the services you offer. Whatever else you do online, you should be linking back to your site for more information and easy access to your contact form. 

Part of creating your website is making sure that it’s structured correctly for search engines. This makes it easy for Google to read your site and show it in the search results pages when people are looking for a local insurance agent.  

Searching Jimmy Fallon GIF by The Tonight Show Starring Jimmy Fallon

This means that your site needs to be responsive so that it correctly resizes on desktop, mobile, and tablet devices and that it has enough content for both users and search engines to understand exactly what you do and offer. Remember to add features like free quotes and contact forms to entice users to take action. 

Working on your search engine optimization, or SEO, can take some time so it’s important to start doing this as soon as possible. Research SEO best practices or work with an expert when you’re getting ready to design and launch your new site.  

By starting out on the right path from the get-go, you’ll have a better chance of appearing in search results quickly, which means more eyes on your site and more leads coming in. 

2. Create valuable information for prospects 

A critical part of your new website is your content. From your homepage sales copy to any service pages that you have, everything you write should entice readers to contact you about your insurance services. 

But your writing shouldn’t end at sales copy. Once your basic site pages are ready, turn your attention to content marketing—in other words, create content that’s valuable, informational, and educational for potential customers.  

Most small businesses generate leads through content marketing via a dedicated blog or resources section on their website. Here, you can produce written posts, videos, and even longer publications like e-books to help people solve their insurance-related problems or understand a specific topic better. 

The Daily Show Lol GIF by The Daily Show with Trevor Noah

Adding helpful content to your site is one of the best ways to boost your SEO and improve your chances of ranking in search results pages. But your focus should always be on your prospects and how you can help them. By positioning yourself as an expert in your insurance niche, leads will rely on the information that you’re providing and be more likely to reach out when they’re in need of your specific services. 

3. Add a chatbot to your site or social media 

In the online world, customers expect instant gratification and support. But when you’re running your own small business, it’s impossible to respond to inquiries around the clock. So how do you help the 75% of smartphone users who want immediate information when they search for something? 

Chatbots can be a great feature to add to your site to fill the hours that you’re not available. Many site builders now offer plugins or built-in features that allow you to add a chatbot, while Facebook Business pages can also enable a similar feature.  

With a chatbot, you can pre-program certain answers to user questions that might come in. For example, if a potential customer wants to know the type of insurance services that you offer, your chatbot can respond with links to various pages on your site that direct them to the information they’re looking for. 

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Similarly, you can program your chatbot to respond to questions about your contact details or provide a quote for particular insurance services.  

Around 64% of insurance customers start with online research, but still prefer to speak to someone to complete their transaction. Your chatbot should give users the option to fill out a form with their details so that you can follow up with a call or appointment once they receive their quote. 

4. Use social media 

You knew social media was going to show up somewhere on this list, didn't you? No matter which social media platform you choose to use, staying consistent and active is the key to success.  

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Before you commit to a particular site, do your research on where your target audience like to spend their time. If your aim is to attract more corporate clients, LinkedIn will likely be your best option.  

Hoping to attract Gen Z and Millennial customers who want income insurance? Think about making educational, or even comedic, TikTok videos to gain some attention and provide value to your prospects. You could even try platforms like Reddit to answer insurance-specific questions as an expert in the field. 

Posting on social media is of course going to be an important part of generating online leads, but don’t forget about the social part of these platforms too. Engage with your followers by replying to comments, sharing any content that they tag you in, and following up on any direct messages that come into your account. 

5. Build an email list 

So much of selling insurance is about the personal relationships that you have with your customers. Building an email list cuts out the middleman of social media platforms or search engines, giving you a direct line to your prospect’s inbox. 

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Sending emails to different segments of users (e.g. warm leads, cold leads, corporate prospects etc.) is often a much cheaper solution than running ads on Google, Facebook, or LinkedIn and gives you more flexibility in how you want to tailor your marketing content.  

Like with your website, balance sales content with educational details to constantly provide helpful information. This allows you to continue building trust with your prospects and clearly demonstrate your expertise so that when they need a new insurance policy, you’re the first person they think to contact. 

6. Make use of your professional network 

Who you know is as important as what you know, particularly when you’re running your own insurance agency. With so much competition out there, building the right connections within your local area can keep you one step ahead. 

You may already have several people that you partner with offline, like local businesses who offer complementary services or other insurance brokers who don’t work in the same niche and can refer customers to you. But there are several ways that you can extend these partnerships into online spaces. 

As you wait for your SEO efforts to materialize into new inquiries on your own site, see if you can provide a guest blog post or video on the site of a more established business in your area. A good place to start is your local chamber of commerce. They often run workshops and webinars for small business owners, so offer yourself up as a host to talk about different insurance needs for this audience.  

Joining groups online can also be an excellent source of new leads of your insurance business. Alumni associations for the college you attended or professional groups in the insurance space usually have a presence on sites like LinkedIn.  

Snl Networking GIF by Saturday Night Live

Remember though, most online groups have rules around self promotion, so make sure you’re following their guidelines. Instead, be helpful and answer questions where you can. Build new connections and deepen relationships wherever possible so that others view you as a reliable source of information and can refer business to you. 

7. Stay on top of online reviews 

As more customers turn to digital sources for products and services, their reliance on online reviews has also grown. In 2021, nearly 80% of consumers surveyed stated that they either always or regularly read online reviews before making a purchase with a local business. 

While there’s not much that you can do about what a customer leaves as a review for your business, how you respond can make a big difference. In fact, responding at all is a big green flag for many people—89% said that they were highly or fairly likely to use a business that responded to all of their customers’ reviews. 

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For every customer that you work with, encourage them to leave a review on your business profile. Notable sites like Google My Business and Yelp can even give you a link to send out to customers to make this even easier for them. Each week, take some time to read and respond to any new reviews that come in.  

If you have an unhappy customer, your reply should always address the problem, without going into specific personal details for everyone to see. Do what you can to find a solution and make amends, while maintaining a professional attitude and tone. Your prospects in particular are going to look at these reviews, so making a good first impression does matter. 

Give your insurance agency a boost online 

Finding your feet as an insurance agent with your own business does take some time. By dipping your toe into a few online pools, you’ll soon learn which avenues are more lucrative and bring in better leads for you than others.  

And when you do, your investments will start to pay off with a growing book of business and a pipeline full of new, qualified insurance leads.  



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