| So you're starting to consider using online marketing to | | | | themselves and then contact you for more info. You |
| build your insurance business? It's a common | | | | need to understand the basics of direct response on |
| experience for those starting out to get lost in the sea | | | | the web. |
| of websites that sell leads. | | | | There are a couple basic ways to turn browsers |
| Lead generation web sites make it seem so easy and | | | | (prospects) into leads. |
| wonderful. "We'll give you 20 free leads!" or "Our leads | | | | |
| are real-time, internet generated." | | | | 1. Request contact info before they get your free |
| You know...just like everyone else, that most of your | | | | product |
| potential leads (like 90% last I read) will go online to | | | | 2. Give them a free product and then drive them back |
| research their purchase. But, what isn't so obvious is | | | | to your site for another offer that they have to sign up |
| that when they go online, they're more than likely in | | | | for |
| research mode and do not really want to buy anything. | | | | Which of these two methods you use is determined |
| So they often fill out a contact form or request a | | | | by your goals (you do have web site goals, don't |
| quote just so to have a frame of reference compared | | | | you?). If your main goal is to get people to take your |
| to their current policy or to get a price. When you call | | | | product and pass it on to their friends or post it to their |
| them up, they probably don't want to talk for several | | | | Facebook profile or Tweet about it, you should give it |
| reasons: | | | | away with no sign up. The material has to be of |
| | | | extreme value to your potential client before they'll |
| 1. They're in research mode and don't want to be | | | | even consider passing it on, though. So a run of the mill, |
| influenced | | | | generic marketing piece won't do the trick. |
| 2. They found the price or information they needed | | | | If you're just trying to build a list rather than "getting |
| and don't need anything else | | | | your message out there," you should make people sign |
| 3. You're interrupting whatever they're doing and they | | | | up for your material before you give it to them. It still |
| don't trust you | | | | needs to be high quality and very relevant/useful to |
| Make Them Trust You | | | | your prospect, though. Or they won't think it's worthy |
| Internet lead generation is based on the idea that if you | | | | of giving you their e-mail address to get it. |
| call enough people, you'll eventually connect with | | | | The Secret of Online Success |
| someone that wants your services. It's all about the | | | | Once you have their information you can begin |
| numbers and consistently contacting prospects as | | | | e-mailing them your marketing material. But - above all |
| soon as possible after they've shown interest. | | | | else - you MUST remember that building a successful |
| Do you really want to be tied to the phone and to the | | | | online marketing machine is about building |
| endless drudgery of cold calling? Would you rather | | | | relationships...not about selling. |
| have people calling you instead? And calling you | | | | Don't try to sell them in your follow-up e-mails. Provide |
| because they want specific information and believe | | | | even more timely, relevant, highly desirable (to your |
| you're the expert that can provide it? | | | | client) information that will draw them back to your site. |
| How do you get people to recognize you as an | | | | And then pepper in a few self-serving links or offers |
| expert (and, thereby, trust you)? | | | | for an insurance needs analysis or quote proposal |
| The easiest way is to build a direct response web site | | | | every once in a while. |
| that draws people with relevant, specific information | | | | Keep your ratio at about 90% prospect-focused |
| that meets their needs. By providing free products | | | | material to 10% self-serving material and you'll quickly |
| (reports, white papers, videos, pod casts, etc) to | | | | build a reputation as an authority they can trust. And |
| answer your prospects' most pressing questions, you | | | | when it's time for them to call someone about their |
| position yourself as an expert rather than the person | | | | insurance needs, it's likely they'll be calling you. |
| that interrupted them during dinner. | | | | "The man who beats his horse soon finds himself |
| Turning Browsers into Qualified Leads | | | | walking." -- Proverb |
| Your focus when you're starting out should be on | | | | Is your online marketing strategy working or are you |
| getting the prospects visiting your site to qualify | | | | beating the horse hoping it will improve? |