Generate, capture and nurture leads for insurance companies
The insurance market has grown significantly in Brazil in recent years, according to CNseg's projection, revenue will reach R$364,81 billion this year, 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,” said Marco Antônio Rossi, president of CNseg at Bradesco Seguros, 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 scenario, immense opportunities arise for brokers and other insurance companies to obtain maximum results with Digital marketingThe question that follows is:
How to get maximum performance insurance leads through Digital Marketing?
Among all digital marketing strategies, we can highlight those that fall under the umbrella of inbound marketing or inbound marketing as the most efficient for capturing leads in search engines like Google and Bing.
Google, both through organic website optimization and through a Landing Page strategy, offers one of the best lead generation strategies on the market, and if you rely on a Call Tracking service you can still generate phone leads with zero cost on all search network impressions that generate phone calls.
An optimized landing page can achieve an average conversion rate of 15% to 25%, meaning that the lead generation rate is much higher than on a conventional website or even on a website with a lead generation strategy.
This high conversion performance 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 its own lead capture strategy, the insurance company can promote its brand more directly, using its own lead nurturing and commercial management process (business contacts) as a customer relationship tool.
Clearly, the entire process doesn't happen overnight; everything involving strategy requires an initial investment and time to develop the strategy, measure results, and optimize them to maximize gains.
What is the Best Option: Buying Leads or Generating Leads through Your Own Strategy?
When purchasing leads, despite being able to obtain good sales results, brokers and insurance companies faced some problems such as:
Lack of connection between the lead (commercial opportunity) and your company: The lead was not generated through your company's website or landing page, so the possibility of not meeting your expectations, "not closing", is much greater, the customer must believe in your company, otherwise the commercial approach will be nothing more than a qualified cold call.
Leads disqualified because they are not at the time of purchase: Lead sales companies often end up reusing old lists or even selling the same list to all their competitors, which causes wear and tear on the client who is unable to obtain good sales results because the target audience can no longer stand receiving the same proposal from different people, especially in the insurance industry which involves an extremely delicate approach.
Lack of control over leads: When purchasing leads, you have no control over their origin or the relationship with the leads.
Once we've acquired an insurance lead, is the work done with capturing and closing the deal? What do I do with all the leads that didn't generate sales?
Obtaining leads is the initial task, after which the entire process of nurturing and segmenting these leads begins with the production of relevant content, aiming to build a perpetual sales funnel.
