How Lead

Generating Landing

Pages Helps Your

Brokerage Grow

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.

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.

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.

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.

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.

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:

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.