Empower your Insurance Business with a Lead Converter for Insurance Industry

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we spend over a million dollars a month on insurance lead development and marketing for hundreds and even thousands of customers whether it's a call center independent field agent whether it's a guy that's been doing it for 10 years or whether it's a brand new agent that's getting into the business i will tell you that most of the advertising budgets that are going towards insurance marketing lead development fall into four main categories okay i'm going to go through those four main categories for you right now these are in no particular order and with no our particular value or importance i'm just going to kind of give you those those four main sections that most of the budgets when i say most of the budgets i would say 90 of all media spend in the insurance space is gonna well let me say this eighty percent i will say that just to cover my butt eighty percent of all media spend in the insurance space when it comes to insurance marketing lead development or in these four categories so the first thing we got is direct mail you guys know direct mail because you're in the insurance space and it's like the godfather it's the traditional method of getting in front of individuals when it comes to direct mail you've got a lot of different strategies but direct mail still does work you just want to make sure that you're watching your return on investment and different markets in different areas sometimes get different sort of return rates a good benchmark right now of a return rate is honestly a one percent response now if you're saying you're crazy we get a two and a half percent response that means you're in a good area i need to lean into that direct mail right because two and a half percent is incredible if i would get two and a half percent on all of our direct mail drops then i would love it but a lot of times it's under one percent sometimes one but sometimes it's up to four percent it just depends but you can understand that direct mail is still a good method to market your insurance business i would never speak against that it's a lot a lot of times it's called a marketing mix you know for a reason it's not all about doing one thing and doing one thing only it's about doing a lot of different things finding the return on investment and leaning into the other one so this isn't a direct mail video so i want to get too far into the nuance of direct mail because you could do business reply you can do seminar you can do branded postcard you can do unbranded business reply there's a lot of different things that you can do on direct mail they all have their place they all have their strategy but direct mail is a good quality lead it just kind of is expensive in some areas you know it's not as ideal because of the return rates the one downside of direct mail is that you don't have a lot of flexibility with direct mail because you might do a mail drop and then it might take three weeks for you to get the return on that by that time that lead was sort of filled out three weeks ago and it's not very flexible so if you need like leads now what are you gonna do wait three weeks for the leads to come in or you're recruiting or it sometimes can be clunky but if you get it moving you get a consistent direct mail flow that that's a great way to spend your money right the second thing i want to get into from a marketing spend is actually using direct mail and digital but it's on the seminar marketing model whether it's a security social security seminar that has to do with sort of some you know annuities or investment sort of planning or if it's a medicare seminar that has to do with turning 65 type seminar or just like a general sort of medicare seminar there's lots of different ways to do seminars depending on how your business is structured there is sort of different angles to take on the seminar marketing but seminar marketing is a very powerful um way to gain business given the fact that nobody is going to be easier to set a meeting with than those that sat an hour explaining i'm sorry listening to you explain what they showed up for to listen to right so these seminars are very powerful i know people that are closing millions and millions of dollars from seminar uh the challenge with seminars sometimes is that it's it's geo locked so based on the geo that you have um you know you can't do just a seminar anytime you want because you can't just beat up the area so it's based on population how many people are turning 65 or meet the criteria for the mailer and that but you also are able to you know bounce around so if you have a big enough geo you can kind of do like a donut around the actual area and get that consistent flow um of actual leads so you know seminars are awesome they just kind of have some downside um also like you can you know let's just say you do one mailer with three events um you can do seminars like that but it's pretty stringent you're gonna basically say okay i'm gonna mail this out i'm gonna do a five thousand piece mailing i hope i get a one to two percent response then you gotta set up your rsvps um insist system what that looks like then you got to show up but in general if you can get people in the room you'll be able to turn them into a meeting you'll be able to turn them into a client seminars are awesome way to market my business partner cody's dad traditionally uses seminars we're lucky enough to be able to work with him on some of that and really understand intimately that seminar model as well as an agency right now the third thing that i'm going to go through is what is what's considered digital marketing now this is our specialty we spend over a million dollars a month on facebook instagram youtube and google whether it's seminars leads branding whatever it is but i want to break down the main pieces of digital lead development and i'm going to kind of show you how they connect together okay so essentially the way it works is is you've digital marketing is all thing on all things on the internet right so ideally what you have is an educational website that's built around educating prospects and showing people what you do and letting people into what it is that you have an expertise in and allow also testimonials along with reviews along with credibility from like the carriers that you run with and all of that basically on your site to showcase who you are all the other digital components can lead people to that website to convert but in general you've got organic seo leads that are coming through content marketing because you have a big website right that's one way create content create a 50-page website that explains all the nuances of the insurance niche and then you have that sort of uh you know website content engine moving along with articles and you're using that supplemental content engine to kind of keep moving and keep educating and building this mass content that's built to educate right that would be what's called search engine optimization or content marketing that'll give you passive lead flow you don't have to pay for those leads you know i have tons of videos on search engine optimization and how that sort of works and how there's difference between paid leads and seo leads take that take a look at that video it's up in the corner right now you can kind of check that out that's a whole other video in itself right then you've got social media leads social is like facebook and instagram typically i don't really know of too many people using like paid tools on like linkedin or paid tools on tick tock on consumer isn't quite taken off yet maybe on the the auto side um but not necessarily on life and health and you know annuities and all that so let's just say facebook and instagram those social leads are very easy to get easy to scale easy to control easy to pivot easy to turn off easy to turn on look at the buyer intent move it up move it down but one thing that i'll tell you with the internet leads and digital leads that you need to get is are they need to understand is that speed delete is super important the actual intent of someone filling out a lead form is relatively like low because it just is easy for them to fill out that lead form some social media campaigns have it to where when they click on that lead form it auto fills the actual information which may or may not be correct right so the intent of an internet lead is less than what you would maybe consider for sure definitely less than a seminar show up and probably less than maybe direct mail but the cost is much less and so the closing rate and the return on investment sometimes can be better with digital especially if you can get on it especially if you want to door knock those digital facebook leads that's a really good way to get a return on investment with digital right then you've got google now if you've built a website and you have a very educational focused website you can build landing pages within that website to drive paid traffic to whether it be facebook paid traffic or google what i'm talking about specifically is google now if you look at the marketing funnel okay facebook youtube all that paid content is what you would call top funnel traffic these are people that are not actively looking for you right now but are in your demographic and may consider working with you that's what's called top funnel traffic google is bottom funnel traffic which is i went to google i'm looking to how to enroll in medicare or i'm turning 65 what do i do or whatever that type of keyword ends up being you can send that individual that search in google to exact landing page that speaks to that directly right so ideally you're kind of using all these things right you've got a website that has a direct mail url when you're doing direct mail you got a url to your website we're doing a seminar if you think these people aren't googling you before they go to the seminar or google you while they're in the seminar you're crazy and that's happening right now i want to talk about something that's only exclusive to telesales so if you don't do telesales this may not be something that you do but something that is super super important right now in the actual insurance marketing space is called live transfers what live transfers are is it's basically a pay per performance model where you're basically paying per transfer so you use um other people's assets and other people's leads and other people's data you have a call center call and get that person on the phone and then you transfer it over you can do a cold transfer that has no handoff or you can do a warm transfer that actually has a handoff there's different pricings etc whenever you're looking at transfers you want to pay attention to the buffer the buffer is what is going to be the time frame of when it becomes billable so a lot of times i see agents that are paying for transfers they just don't know any better to not pay for transfers that don't have a buffer you know we we do transfers that are 180 second buffer which means that you don't pay for the actual transfer until it reaches 180 seconds another thing to pay attention to with transfers is the compliance component there's a lot of overseas transfers that are cheap that are not in my opinion the best thing to do and they're certainly not compliant because they're not using what's called authenticated data with like lead ids or trusted form verification that's on the actual data what that means is that if anyone ever raises their hand and complains a tcpa compliant or anything like that without a lead id without a trusted form you actually can't defend that case you're most likely going to have to settle which happens a lot so if you're calling data that has a trusted form authentication on it then you can always just send the recording of the opt-in for the lead and then you're good to go right so that's one of the things you got to pay attention to with transfers so if i could recommend 120 or 180 second buffer along with um a uh like confirm that's authenticated data and then it's all compliant especially medicare you're looking at like anywhere from 35 to 45 dollars for those um and i would it depends on volume and and that is on the low rate based on high volume sometimes it can be a little bit higher than that so you got to pay attention to on the transfer side if you're doing telesales that's a there's a very like nice option to make sure that you just are sitting there answering the calls inbound instead of outbound dialing right so between those four things that's basically a summary of the majority of ad spend that's going on in this country that is related to insurance marketing and one of those four things if you're going to have a marketing budget is going to be something you're going to need to be doing on the organic website you got to do it for sure then it's just a determination of how do you want to get your leads is it direct mail is it seminars am i doing telesales if i'm doing telesales i'm licensed in multiple states there's all kinds of things to consider if this stuff is overwhelming to you this is what our business is built to do secure agent marketing is an insurance digital ad agency that specializes in one thing and one thing alone and that's marketing and lead development in the insurance space we're the leaders we're the largest insurance ad agency in the space i've got 50 in-house employees i've got thousands of customers we are the largest content marketers in the game so we're practicing what we preach we also obviously host eight percent nation which is the largest independent insurance conference in the country if you don't know what that is go look that up you'll start to see no one is doing more for the insurance space than we are and we care about your success the whole point of eight percent nation is that ninety 92 percent of insurance agents fail i believe that those 92 percent of insurance agents fail a lot of times because they don't understand basic marketing concepts and they overspend blow through cash don't know what they're doing the marketing side and run out of runway we want to help you keep that scenario from happening to you and your family you can trust us [Music] you