I’m an insurance shopper, and I’m already checking out your independent agency’s website. You know that I’m your ideal customer, but I’m just not ready to commit quite yet. If only you could capture my contact information so that you could reach out to me… initially just to build a relationship and a little trust, things that have to happen first if there’s ever going to be a conversion. What? You’re offering to let me download something that I can really use? All I have to do is give you my email address? FREE, did you say? Count me in!
Enter the beauty of the well-thought-out lead magnet. The key is to know your ideal customers well enough to make them an offer they can’t possibly refuse.
In this case, you were targeting what one author/marketing expert refers to as today’s “multi-minding” women, ages 25-54, who are typically too busy dealing with choices related to career, home, marriage, motherhood and personal responsibilities for long commercial messages, but still want to do lots of research before purchasing a policy.
A checklist of what you should expect from a good insurance agent. Relevant? Useful? Quick and easy to read even when I’m on the go? Check, check, and check!
A 5-step guide for how to do apples-to-apples comparisons of auto insurance policies. Even someone as busy as I am can handle 5 little steps. And that apples-to-apples part is where they always get you if you aren’t careful. Clue me in!
A video testimonial from one of your best clients. Showing versus telling is nearly always a winner. And if that client happens to be someone with whom I can personally relate, so much the better!
A podcast in which you explain “umbrella coverage” in simple language. Hey, not only can I download it now and listen to it later while I’m running between my kids’ sports practices, my mom’s doctor’s appointment and my staff meeting, but I can even get a sense of who you are by hearing your voice and how you talk to people. I’ll take it!
These are just a few examples of what might work for this specific market. Whatever irresistible morsel you offer as your downloadable lead magnet for any market, make sure it’s
Useful
Relevant
Short and accessible
Engaging
Focused on connecting, not selling