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There are infinite ways to market your insurance business. Some are more worth your time and money than others, however. Here are five common mistakes many of us have been guilty of—at the beginning of our careers or even despite or experience.

Buying low-quality leads. According to a study by ZoomInfo https://blog.zoominfo.com/4-biggest-challenges-of-the-b2b-sales-rep/, over half of people who sell in B2B markets find lead quality and quantity to be their biggest challenge.

The secret to marketing in many businesses—insurance included—is that it’s not the volume of leads you market to, but the quality of those leads: how likely they are to buy from you, based on their insurance requirements, budget, and immediate needs.

Buying large lists of leads will get you a big group of people to market to—but it’s quite possible few of them will buy. Far better to build your own list of leads the slow way—by encouraging sign-ups to a newsletter, for example. People who sign up to receive emails from you have clearly demonstrated their interest, and are more likely to buy.

It might take longer, but a list you’ve built yourself is worth its weight in gold.

Failing to optimize your website for search. If you’re not getting professional help for your SEO, you’re leaving a big slice of the pie on the table. Your website should be optimized to show up on the first page of search results when people search for the type of insurance you sell. It should also show up in local search results.

A professional can help you figure out what keywords to target and the best strategy to drive traffic to your site—including a combination of organic and paid search techniques.

Failing to offer convenience. Especially in the retail insurance world, people tend to look for fast and convenient—most people would rather fill out an instant quote form on your website than to call someone to get a quote, unless their insurance needs are very complicated or specific. If you sell retail insurance, it’s essential to have an instant quote form on your site.

Staying off social. It’s not enough to have a website these days. It’s also crucial to have a social media presence. Depending on the type of insurance you sell, you may find your target market on Facebook, Twitter, LinkedIn, or even YouTube. Developing fun, engaging and informative content for social media can help you attract a whole new audience—and build your brand and business.

Being inconsistent with email. Email marketing is one of the most effective forms of digital marketing out there. Once you have a strong list of subscribers, it’s important to be strategic about reaching out to them—and use automated tools to stay consistent.

Everyone’s made mistakes like these at one point or another. But there’s always time to improve. Pick one of these marketing tactics to incorporate into your agency’s strategy, and you may see an uptick in business.