As an independent agent, you’re always on the hunt for new leads. But lead generation can be surprisingly tricky. Many of the classic techniques are a bit tired. They won’t help your small insurance agency stand out from the competition, causing you to miss out on potential new clients.
Luckily, by using some creative approaches, you can do more than boost lead generation; you can start genuinely nurturing leads. Not only will you get more interest, but your conversion rates will also improve, allowing you to turn more leads into customers.
If you are looking for fresh, effective ways to connect with leads, here are five outstanding options.
5 Creative Ways to Generate and Nurture New Leads
1. Create Engaging Content
Today, we live in a content-driven world. Videos, blog posts, infographics… they all help you connect with an audience, including new leads.
The key to content, though, is to focus on making it engaging. The quality of what you produce matters, as many prospective clients will view what you share as an indication of your attention-to-detail, knowledge level, and more.
Your content also establishes your independent agency’s voice. Make sure you define the personality of your agency’s online presence and work to align everything you do with that perspective. That way, where you post on a single platform or several, it all feels cohesive.
2. Share Thought Leader Insights
A thought leader is a recognized industry expert that’s usually seen as being on the cutting-edge of an industry. Along with being well-informed, they share unique, powerful insights with the masses. They may answer questions on forums, post informative social media or blog content, guest write for high-authority websites (with a backlink in the piece), and more.
By positioning yourself as a thought leader, you boost your independent insurance agency’s reach and standing. It allows you to establish your expertise in a way that can connect with new leads, driving interest and online traffic toward your agency organically.
3. Become a Knowledge Hub
While social media posts and blogs tend to focus on timely issues, not all of that content is evergreen. Some of the topics become less relevant as time passes, making it less likely to keep generating leads.
Luckily, by using a secondary approach, you can overcome that challenge. By establishing your independent agency as a knowledge hub, you’re viewed as a resource that’s worth returning to over the long-term. Make sure to publish certain evergreen content like white papers, informative articles, eBooks, and other pieces that will be as valuable today as they will be tomorrow.
If you want to go the extra mile, offer some of it up on your website, but harness the best pieces’ potential by using them as lead magnets. For example, send the eBook only after a person signs up for your email newsletter. That way, you can get contact details for new leads.
4. Leverage Your Client Base
Your existing clients can be a great resource when you’re focusing on lead generations. Customer reviews are great for generating positive buzz, while webinars can keep clients engaged over the longer term. Case studies can also be powerful, allowing you to show others how your current clients benefit from your services.
When you go this route, you’re making your agency more authentic and tangible. Plus, it can bump up your relatability, humanizing your agency just a bit more.
5. Provide Useful Templates and Checklists
Simple templates and checklists can be great options for drawing in and nurturing leads. They provide the current or prospective clients with immediate value by helping them accomplish a task or handle a situation.
For potential clients, a quick checklist that helps people make sure they have all of the insurance bases covered could be a great start. Budgeting spreadsheets, how-to guides for choosing insurance plans, and similar options are excellent, too.
Just make sure that the templates and checklists are about providing value above all else. It isn’t about being salesy; it’s about being helpful. That way, your content is supportive and caring, a position that can work in your favor.
Looking for More Independent Insurance Agency Tips?
At ePayPolicy, we understand the importance of lead generation and lead nurturing. If you’d like more tips about how independent agents can capture new leads and increase conversions, we’ve got you covered. Follow us on Facebook for more tidbits, tricks, and insights.