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Inbound marketing focuses on attracting customers on their own terms. With the right content, design, and branding, independent agencies can position themselves where people are already looking for information about buying insurance on the internet – the top of the first page of Google.
Thanks to large direct writers, the way consumers purchase their insurance has changed drastically over the last few years. As a result, independent agents across the country must adapt. In a world where people primarily look online for information about purchasing, traditional referrals need to be supplemented with inbound leads. To grow, independent agencies must be where their current and future customers are buying insurance right now – on the internet.
People throughout the country are looking for the service, knowledge, and assistance that only independent agencies can provide. To capture their attention, you must be proactive in reaching people on their terms, not yours. We simply create a way to ensure those same people find a real insurance agent - not a gecko or a duck - when they’re searching for insurance information online. This requires an effective online lead generation strategy that combines outstanding content and marketing with excellent back-end service that converts curious people into qualified leads.
Online lead generation may require a major overhaul for independent insurance agencies that are still relying on traditional referrals. After all, it means acknowledging that an agency’s website is the face of the business. It’s where prospective customers get information and validation about the agency, and sift through product and service offerings. To capture prospective customers who are seeking insurance information, an agency’s digital campaign and website must answer the call with helpful and clear content.
An agency that invests in its online content and website should be handsomely rewarded with promising leads. Leads generated online include a name, phone number, email address, and the precise insurance that the person is interested in. Once agencies have this information, it’s up to the producer to treat it just as they would treat a traditional referral. If the producer calls the person right away, engages them and answers their questions, there’s an exponentially better chance the person will become a customer.
As long as these leads are taken seriously, agencies will get quality results, high conversion rates, and most important of all, new customers. These leads are a phenomenal supplement to the traditional referral or walk-in, especially as those referrals and walk-ins become less frequent.
The real return on content comes with the leads it generates, and the more solid the content, the more solid the leads. Since the lead-generation process begins with quality content that’s designed to answer people’s questions, any leads that content generates are pre-qualified leads.
The people who contact your agents have demonstrated legitimate interest. They found your content valuable because it answered some of their questions, but they will often have more inquiries that the content didn’t address. Whether their remaining questions are on how much a policy would be, or what a particular coverage includes, it’s the agent’s job to provide answers, and suggest products to help. The better your content, the more trust a customer will have in doing business.
Quality Content Requires Constant Research
Creating quality content, however, requires constant research and improvement. Identifying what topics people are searching for and how to reach them with the answers they need calls for a data-driven analysis that is always looking for ways to improve. Such a solution involves analyzing:
This is precisely what we do at JSG. Our team of analysts works closely with our content creators. Together, we transform research into posts with concise writing and rich media that makes our clients stand stand out from the pack.
address. Whether their remaining questions are on how much a policy would be, or what a particular cover- age includes, it’s the agent’s job to provide answers, and suggest products to help. The better your content, the more trust a customer will have in doing business.