As carriers and MGAs shift towards a digitized future, marketing teams are caught in the transition. Lead magnets are an essential part of generating leads, calling for greater attention to the insurer’s website.
Omnichannel distribution has pushed carriers to consider many different marketing channels. When marketing teams transition to leading customers to their company’s own website, there’s a greater need to create lead magnets.
What is a Lead Magnet?
A lead magnet is an engaging media asset, often downloadable, with the purpose to gain contact information. Insurance marketing teams must think creatively to craft value-adds and bring new users to the lead magnet.
Lead magnets are central to the company’s content strategy. Placing a lead magnet on a page without additional support, such as insightful text or a paid media strategy to attract relevant, convertible traffic, can leave the lead magnet in an odd place and without success.
Examples of insurance carrier lead magnets:
- Quote Calculators
- Interactive Maps
- Questionnaires that Display End Results
- Informational White Papers
- Exclusive Survey Results
3 Ways to Improve Lead Magnets
1. Department Teamwork
When marketing, graphic design and web development combine, there are endless possibilities to how extraordinary your lead magnets can become. Marketing should consider all steps to the creation of lead magnets and manage these projects with purposeful team-effort and timelines to continuously produce and measure the effectiveness of each lead magnet.
The marketing team may have an original idea that can be transformed by the right graphic designer. Consider illustrators to help give an authentic appeal to the creation of lead magnets.
The team could also consider web developers with experience in Progressive Web Applications for the greatest flexibility in the lead magnet’s implementation.
2. Always Give Value for Free
The number one rule to creating a lead magnet is to willingly give the most valuable information first. Lead magnets only work if the user is convinced they have gained what they wanted and still want more.
Tailor the page to your target customer and consider information specific to their needs. Your team might consider the location of the user, and create lead magnets depending on the user’s location. With an interactive map as the lead magnet, the user can interact with the page while finding information unique to their state. After the user has bought into the importance of the map, they are prompted to submit contact information in exchange for access to the complete map. Lead magnets are an essential stop during the customer journey.
Always be sure the final step to submit contact information comes after the user has shown interest in other ways. This is commonly implemented with pop-ups, which may appear as the user hovers over the close browser box or has spent time interacting with the page.
3. Bake the Lead Magnet into Your Site
One of the most overlooked aspects of lead magnet strategies is when the lead magnet is left to fend for itself, or in the SEO world, it is on an orphaned page.
Promotion of the lead magnet should not start with email marketing, social media sharing and paid media boosting. It’s essential to embed lead magnets into the structure of your website, and into the organic user’s experience.
Power pages are an excellent content strategy concept, also known as the Hub and Spoke method of content marketing. Here are the steps to consider this strategy for your own website:
- Start with a central page, filled with insightful information, where you position your main call to action for the lead magnet. Be sure to research the best topics for the page and develop elements of the page, including the meta title, meta description and headings, with target keywords.
- Build spoke pages that are related in topic to the power page. These can be achieved through a company’s blog, covering a range of smaller topics to attract a variety of users from the organic search channel.
- Link to the power page prominently within your blog articles to help funnel new users to the lead magnet. There, you have your hub and spoke strategy for nurturing leads, all within the organic channel.
There are several reasons why this strategy works as it combines many of the greatest SEO elements into one lead generating strategy. Linking to the page throughout your site not only helps users find it, this action will also share page authority from your blog articles to the power page.
The final step to this strategy is to put ad spend behind the power page. This could be sponsored articles linking to the power page from industry resource sites or a targeted keyword campaign to bid on commercial and transactional keywords relevant to the page.
About WaterStreet Company
WaterStreet Company supports carrier efficiencies with a robust and tailored solution for enrolling new policyholders. Whether your new customer chooses to go directly to your website or to a policy administrator to buy coverage, the process is supported by a fast and simple P&C insurance software solution for accuracy and efficiency, amounting to cost savings and greater potential to adapt to emerging markets.
We also offer development services for customers to engage with an easy user experience on your website, helping all parties with time saved and greater satisfaction.
Reach out to WaterStreet Company today to request a consultation and demo of our solutions.
