Having specific lead generation landing pages for different segments of your audience can help your brokerage to instil confidence in your potential customers.
2. When it comes to content marketing, the primary goals are
to get prospective customers to use your services right away
or to provide you with their contact information so that you
can follow up with them and convince them to use your
services at a later date.
3. Although the first goal is ambitious, many customers aren't
quite ready to make an immediate purchase and require
additional information before they are ready to make a
decision.
Of course, your brokerage wants to be the one to provide
them with that information so that they will ultimately decide
to use your services, as opposed to your competitors'.
This is where lead generation landing pages come in.
4. What Is a Landing Page?
A landing page is a specific page of your brokerage's website
that is dedicated to the particular piece of information your
prospective clients are looking for.
In order to obtain the information, your website visitors must
provide their contact details in exchange, typically their name,
email address and phone number.
5. For example, if a recent post on your brokerage's blog
mentioned that new customers could receive a
next day consultation with one of your insurance brokers, the
landing page would provide more details about the offer and invite
them to sign up.
6. After providing the requested information, your brokerage
can nurture the lead and check in with the prospective
customer periodically, keeping your brokerage top of mind.
Then, when the customer is ready to make a purchase, your
brokerage will be the first they consider because they already
have an existing relationship with you.
7. If that isn't enough of a reason for you, here are four more
reasons why your brokerage needs to be making use of
specialised landing pages:
8. 1. Keeps Potential Leads Interested
If your readers are following a link from social media or a blog
post, they expect the link to take them directly to the
information they desire, not a general home page.
Because the particular information they seek is likely not on
the home page, it will require them to do more searching
throughout your site to find it.
9. Landing pages, on the other hand,
make the information requested readily
available in a clear and easy-to-digest
format.
Thus moving them from casual reader
to lead as quickly and easily as
possible ensuring a bigger volume and
better quality of leads.
10. 2. Provides Material for Other Content Channels
Once you have landing pages in place, you can link to them
from all of your other platforms, creating cross-traffic and
keeping your readers engaged and converting into leads your
brokers can use.
11. If your brokerage is currently running a promotion, you can
create a landing page for that as well.
Then, when you mention the promotion in a call-to-action at the
end of a recent blog post, your readers will be taken directly
to the information they need to take advantage of the deal.
12. 3. Track Prospect Engagement
Each lead you capture will be at a different stage of the buying
process.
Not all of your leads will be ready to purchase insurance right
away or request a quote; some of them will require careful
information and nurturing to get them to the purchasing
stage.
13. Those who provided their email address to obtain the
information are likely just beginning their buyer's journey. They
are looking for basic information that will help them
understand insurance better and what you can do for them.
14. Now that you have their email address, you can suggest more
in-depth information that might be of use to them, directing them
to another landing page, this time requesting a phone number.
By specifically targeting the leads that are actively interested,
your brokers can save time by chasing down only the most
valuable of leads, rather than wasting their efforts on those
who have no intention to buy.
15. 4. Analyse Marketing Effectiveness
This is one of the most critical benefits of using specialised
landing pages. The more particular your landing pages are,
the better you can understand which marketing efforts are
working and which are not.
Your brokerage can promote that eBook across a variety of
channels, including email, social media and your brokerage's
blog.
16. This way, you'll be able to more accurately measure the impact
of each promotional method. You may notice that you are
getting a lot of clicks from your email campaigns but not many
from your posts on Twitter.
17. Separate landing pages enable you to
conduct A/B testing of specific
campaigns as well. By creating two
landing pages for the same thing,
you can see which is more effective
at convincing readers to provide their
contact information.
18. Download our free eBook, 'Insurance Broker's Guide to Website
Enhancement and Serious Lead Generation'. The more you can
learn about lead generation techniques and strategies, the better
success you are likely to find for your brokerage.
