Increase Sales Lead Generation With Information Your Prospects Want

It’s absolutely true that getting insurance leads from your

website isn’t easy! Today we’re going to talk about one of the

ways that you can increase your success:

by creating high quality educational information, or as

marketing professional’s term it, “awareness stage content”.

To put it simply, awareness stage content it is the answers

to the questions that your potential customers are asking.

It provides valuable information for your website visitors and

educates them about the problems they are facing.

Potential clients go through three stages online.

First up is the awareness stage, where they have a problem and no solution.

A construction contractor may want to find out which type of insurance is best for them or what their best strategy is for

protecting themselves or their business against risk.

A well written blog article ranking in Google will attract this prospective client. You can then get their contact information in

exchange for additional information.

Next up is the consideration stage: the visitor has given a name

to their problem and now they are searching for solutions.

Our construction contractor may search for something like “professional indemnity insurance for construction contractors”.

Now that you have their contact information you can provide

them with more information to bring them closer to buying

from you.

Finally we have the decision stage: the potential customer is educated about why they are best off using your insurance

brokerage services

And you have cemented your importance by providing them with the information they needed. A relationship has been established that will dramatically increase the chances of

doing business.

Understanding who your buyers are is very important for

getting an idea of why they are looking for insurance and

what factors they are considering before they buy.

Think about their age, their professional experience, their

location and much more. Making a list of your buyers'

personas and their attributes is helpful; it will allow you to

understand them and tailor awareness stage content for them.

The majority of visitors to your blog will be in the awareness

stage; they have an interest in insurance but they don’t know a

lot about it.

For this reason it’s crucial to build up your site with

awareness stage content so that you can stand out as an

industry expert, increase traffic to your website, educate

your prospective clients and give them the information they

are looking for.

Creating high quality awareness stage content is no easy task.

The content should be well thought out and rather than simply promoting your services it should show an awareness

of your visitor’s problem.

Your weekly blog posts should be engaging and well written, in an approachable tone that your visitors can engage with.

Pay close attention to your statistics, notice the blog posts

that get the most attention and then repurpose them in

another way. By doing this, you’ll get a lot more mileage out

of the content you’ve already created.

Using the correct keywords

in your content is hugely

important;

it will make it easier for online

users to find your website when

they are searching.

If you aren’t sure which keywords would be best for you to

use, think about using a keyword tool such as Google

Adwords or Moz.

As you create more and more high quality awareness stage content, your website will continue to grow like a hive.

Every time you add another blog post to your website, you will be increasing its reach and expanding the archive of valuable information it contains. You’ll also increase the chances that

when someone makes an insurance related search, a relevant blog post of yours will pop up.

‘Evergreen content’ refers to a

blog post that is a value-packed guide to a particular topic that

never goes out of date.

This type of blog post doesn’t focus on fads or trends or events that will come and go,

but provides timeless

information and advice that will always be helpful.

It will show up on Google years from now when customers

search for topics in your niche, building up your website and

establishing you as an industry thought leader.

If you really want to skyrocket your insurance business to the next level of success, you can download our free guide the

“Insurance Broker’s Guide to Website Enhancement for Serious Lead Generation.”