Selling insurance isn’t easy.
But leads magnets can be a game-changer for increasing leads and conversions.
They are an important part of any digital marketing strategy. As the name suggests, you create some type of content or tool that acts as a magnet for new prospects – your leads.
The key here is to create a lead magnet for insurance agents that provides real value to prospects. It must be enticing enough to make them want to give you their contact information in exchange.
It should also be specifically targeted so you attract the individuals most interested in your services, not the general public.
In this article, we’ll cover why you need lead magnets and give you five ideas for effective insurance agent lead magnets.
As lead magnet specialists, we know for a fact that they are one of the most efficient ways of generating new leads – people will be much more interested in giving you their email if you give them something useful and free in return.
Of course, in order to be useful, you must provide a solution to one or more of your prospects’ problems. This can come in the form of an ebook, white paper, or online tool.
With lead magnets, you can capture the emails of people who would, otherwise, not engage and never return to your website. You can then foment trust and build a relationship until they’re ready to buy.
You can get incredibly creative with your insurance lead magnet, as long as you provide something enticing enough for your prospects to exchange their email address.
The best way to know what your prospects are looking for is by doing some market research. This can be as simple as reading comments on relevant blog posts, reviewing past communications with clients to look for pain points, and looking at comments on your social media.
Once you know what problem(s) you want to solve for your prospects, there are a variety of lead magnet formats to choose from. Here are five of the best lead magnets for insurance agents:
A white paper or report gives detailed information on a particular topic relevant to your product or service. They’re commonly used for high-ticket products or services because, in these cases, people need more persuasion before buying – making it a perfect lead magnet for an insurance agent.
You can have several white papers or reports – one for each product or service you’re offering. Due to the length and depth of these lead magnets, they are very effective at establishing authority, but are best used alongside smaller lead magnets.
Here’s an example from AXA:
A case study uses storytelling and testimonials and is a powerful marketing strategy for that reason, making it one of the most effective lead magnets.
You can ask past clients for their testimonials on how your insurance agency positively impacted their lives. Find a way to tie these testimonies to the concerns of your prospects to create powerful connections.
This gives prospects a preview of how your insurance agency has benefited others and allows them to imagine themselves getting the same benefits.
Guides and checklists are similar. The difference between them is that a guide is more in-depth, while a checklist is better for those looking for a quick fix – they can and should be combined.
Guides provide a detailed explanation of each step for certain complex tasks. Examples include “How to Buy Travel Insurance” or “How to Get Health Insurance.”
Checklists are similar but less detailed. They basically consist of the crucial steps needed to achieve a certain goal. For example, “5 Must-Haves for Good Renters Insurance” or “10 Questions You Need To Ask An Insurance Agent”.
Online tools on your website can act as great lead magnets. The greatest advantage of this method is that only people who are genuinely interested in your products or services will be giving you their emails.
An example of an online tool that insurance agents can use is a budget calculator. You can ask people for their personal information and email in exchange for a quote on health or life insurance, for instance.
Here’s a good example of a calculator from The Zebra:
Webinars are powerful lead magnets since they allow you to directly speak to your audience – it’s a more hands-on experience than all of the above.
People will be naturally inclined to give you their email or another form of contact to have access to a highly engaging session that answers their pressing questions.
An insurance agent lead magnet can have many forms. From white papers to checklists or webinars, you can get super creative in your strategy.
Just make sure you provide real value with whatever lead magnet you use. Otherwise, you’ll fail to accomplish some of the greatest goals of lead magnets – to build trust and a relationship that generates sales and guarantees your clients’ loyalty.
Finally, to maximize your chances of success, you shouldn’t stick to just one lead magnet. The most successful businesses have about 9 lead magnets that target different customer profiles.