In the world of lead generation, specifically insurance lead generation, getting a lead on the phone seems to be the hardest part of the journey. In a recent article about lead generation, Blair Symes discussed some thoughts about driving lead generation and getting people to call.
Traditionally in lead gen a consumer will fill out a short survey containing their contact info and a couple other pieces of information. Based on that info, an insurance who purchases the lead will try to call the contact. This could be mistake number one since texting or emailing would maintain the use of a digital medium that the client is already using but if an agent can get them on the phone it's a huge win. Close ratios increase dramatically once the person is on the phone
Once someone calls based on the ad they see, the lead is also officially tracked! So not only are close ratios increased but now marketers are getting a slightly better handle on how well their ads are doing.
Getting people to call can be easy as targeting groups that are more likely to call. This is a great idea! If you know who you're future clients are that would prefer a call, target those people. Once we know who those folks are, we can create the right ads that tell the right stories to get those folks to click the call button. Blair's article highlights a JD power study that shows 75% of online insurance shoppers end up buying their policy over the phone.
Getting people on the phone is the key to closing but getting in front of the digitally may be the best way to meet them at the beginning of their buying journey.
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