Generate, Capture, and Nurture Leads for Insurance Companies
The insurance market has grown significantly in Brazil in recent years. According to projections by CNseg, revenue will reach R$ 364.81 billion this year, a figure 12.4% higher than in 2014.
“Regardless of the scenario this year presents, the insurance market will be among the top areas that will grow the most in the Brazilian economy,” stated the president of CNseg from Bradesco Seguros, Marco Antônio Rossi, at the launch of the financial education initiative by CNSeg and the Superintendence of Private Insurance (Susep).
In this growth scenario, which contrasts with the global crisis, immense opportunities arise for brokers and other insurance companies to achieve maximum results with Digital Marketing. The question that follows is:
How to obtain insurance leads with maximum performance through Digital Marketing?
Among all digital marketing strategies, those that fall under inbound marketing are among the most efficient for capturing leads through search engines like Google and Bing.
Google, both through organic site optimization and a Landing Page strategy, offers one of the best lead generation strategies in the market. If you also have a Call Tracking service, you can generate phone leads at zero cost for all search network impressions that generate phone calls.
An optimized landing page can achieve a conversion rate averaging 15% to 25%, meaning that the lead capture is much higher than on a conventional website or even on a site with a lead generation strategy.
This high performance in conversion increases the effectiveness of Sponsored Links campaigns for the Search Network, improving factors such as ad quality score and thus reducing the effective cost per click.
As if all these advantages weren't enough, by creating a proprietary lead capture strategy, the insurance company promotes its brand more directly, using the very process of nurturing and managing leads (business contacts) as a customer relationship tool.
Clearly, the entire process does not happen overnight; everything that involves strategy requires an initial investment of time and resources for strategy development, result measurement, and optimization to increase gains.
What is the Best Option: Buying Leads or Generating Leads through a Proprietary Strategy?
When buying leads, despite potentially achieving good sales results, brokers and insurance companies face some issues such as:
Absence of a connection between the lead (business opportunity) and your company: the lead was not generated through your company's website or landing page, so the likelihood of not meeting your expectations, of "not closing," is much higher. The client must believe in your company; otherwise, the commercial approach will be nothing more than a qualified cold call.
Unqualified leads because they are not in the buying moment: often, lead selling companies end up reusing old lists or even selling the same list to all competitors, which creates fatigue for the client who cannot achieve good sales results because the target audience is tired of receiving the same proposal from different people, especially in the insurance sector, which involves an extremely delicate approach.
Lack of control over the leads: when buying leads, you have no control over their origin or your relationship with them.
Once we obtain an insurance lead, does the work end with the capture and closing? What do I do with all the leads that did not generate sales?
Obtaining leads is the initial task; after this, the entire process of nurturing and segmenting this lead begins with the production of relevant content, aiming to build a perpetual sales funnel.