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Attracting leads can be a challenging part of any business. And it can be tempting to cast a wide net when you’re crafting an insurance marketing campaign—so you can attract the largest number of leads possible. But sometimes the net can be too wide.

Not all leads are created equally. “Quality” insurance leads are prospects who need and want what you’re selling—who have a strong demonstrated interest—and who can afford to buy it. If your leads aren’t interested enough in what you sell, you’ll be putting a lot of work in to generate only a few sales. And if they’re interested but don’t have the budget, you’re unlikely to sell as well.

So how do you make sure you attract the leads you want to attract? Here are a few tips.

Don’t make it too easy to sign up. A newsletter is a great way to build a list of leads. But how do you gauge exactly how interested those leads are?

One way is to make it a little more difficult to sign up for your newsletter. Instead of asking for only someone’s name or email address, ask for other info too—such as job title or address. The more barriers you put in the way of people signing up, the smaller your list will be—but you know that those who go through the process are very interested.

While you do this, it’s important to be sure you’re following all the rules for collecting people’s info with regard to GDPR compliance. http://webdcmarketing.com/2018/06/gdpr-what-is-it-and-why-is-it-important/

Avoid list-buying services. We’ve all bought lists of leads before. The problem with this, though, is that these are lists of people who’ve never heard of you and who haven’t demonstrated an interest in the insurance you sell. They might fall within the demographics you’re looking for—generally—but they aren’t quality leads. It’s far better to collect your leads more carefully.

Know and target your niches. The broader your insurance website is, the more difficult you’ll find it to rank and sell. If you craft SEO-friendly landing pages for specific types of people looking for specific insurance products, however, you’re likely to get more focused traffic and higher-interest leads.

Run seminars and webinars. Both seminars and webinars deliver key insurance information to an audience of highly qualified leads—people who have a strong enough interest in what you sell to show up for an instructional session.

Seminars are great for building qualified leads in a local area, and in an area of business where in-person contacts are important. Webinars cast a wider net and remove geographical limitations. Both have their place—depending on the nature of your business.

Not every lead is a quality lead. Focus on attracting people who have a demonstrated need for the insurance you sell, and the budget to afford it—and you won’t have to work as hard to generate business.