Is your insurance content designed to generate demand? Or is it designed to generate leads? While demand generation and lead generation might sound similar, there’s actually an important difference between the two marketing strategies.Read More
A few weeks ago, I needed to purchase medals for my son’s basketball team. I’d heard there was a trophy shop on Main Street in a nearby town, so while I was out running errands, I attempted to swing by and place an order. The attempt was as far as I got. I slowly drove up and down Main Street three times and never saw the shop. I wondered if maybe the store had closed, but upon returning home I searched online and found their phone number in an online directory. I called and was told they were located right next to the Chinese Restaurant, on the left side of the street. The woman said, “No one can ever find us, because our sign isn’t very visible from the street.” Hmmm … do you think this business has a problem?
Imagine you’re searching Google for stainless steel mugs to give to your insurance clients. After browsing the top results, you spot a link advertising the exact stainless steel mug for which you’ve been searching. You click through to a page crammed full of everything from T-shirts to key chains. It’s hard to say where the stainless steel mugs are, but they’re definitely not on this page. What’s a well meaning searcher to do? Hit the back button and start over of course!
Topics: insurance lead generation, insurance marketing ideas, Insurance Selling, marketing strategies for insurance agents, insurance sales marketing ideas, commercial insurance marketing, lead generation
Mark Twain once said, “I’m opposed to millionaires, but it would be dangerous to offer me the position.” In other words, if the offer was right, he just might take it. The same is true of your prospects. So, so often, they’re intrigued by your offering, yet they never take the next step. Why? The “offering” may be intriguing but the “offer” isn’t compelling – or worse yet, it doesn’t exist. There’s no good reason to do anything more than continue thinking.