In life insurance, educating your leads is often a large and important part of the marketing process. People are not necessarily aware of all of the advantages of life insurance or of the many options open to them regarding policy types.
Whether you are talking about marketing primarily to new or aged leads, promoting an informed and in-the-know prospect base is thus essential. The following are some ways you can go about educating your life insurance leads:
Good website content
Your website should have plenty of educational content that is both thorough enough to be truly informative and easy enough for everyone to understand. You want to find that middle ground between overly technical or wordy sounding verbal Web content
and being too brief or oversimplified with the information.
Prospects should feel interested in the information you provide while not being overwhelmed by it. They should also get a sense early on as to how the information will be helpful to them, thus impelling them to give full attention to the information you are presenting.
You can link the basic information on a website to a related blog
that has many different posts or articles on life insurance, or you can simply make your website blog-like in structure. People like blogs
because they can browse through many posts and find ones that specifically interest them. This is a good way to make a lot of information about life insurance readily available to both new and aged leads without giving them a sense of information overload.
You can also educate and inform prospects right in the marketing emails
that you send. You might begin the email with an attention grabbing, informative statement like: “Hi [insert name here], did you know that life insurance is a great investment?” and then go on to explain why and how to go about it from a practical standpoint.
You might follow this up with a link to a blog or video so that the lead can find out more. Again this works well with both new and aged insurance leads.
Video is becoming a more and more popular way to offer information to people online. Videos
can be posted on your own website as well as on YouTube or other video sites.
People feel very engaged by watching videos and if you make the video informative and fun you are virtually guaranteeing a better educated prospect base.
Marketing to both new and aged insurance leads will be enhanced by these educational approaches. As people learn more and become interested in your life insurance products, they will buy on their own — provided you make the advantages significantly clear as part of the informational presentation.
Remember to make the learning fun and show all of the great benefits of what you are offering.