Internet lead generation is a great way to findqualified customers. It’s a common strategy in the insuranceworld.

Over the past 15 years, internet leads have evolved as consumerhabits change. It’s been estimated that more than 85% ofinsurance buyers start their research and shopping online. So, lovethem or hate them, insurance leads are here to stay.

Internet leads are changing in a lot of different ways,according to MarcWheeler. Mark is an authority on insurance lead generation andthe former vice president of marketing for NetQuote, oneof the largest generators of insurance leads in the country.

Evolving rules of engagement

Consumers are more self-directed and have access to moreinformation than ever before.

Technology allows them to research, select, and purchaseproducts and services however they’d like.

But the consumer market is also quite segmented. Millennials andbaby boomers have totally different buying behavior. It’s importantto be able to reach your leads in ways that resonate with them.

Expanded lead generation

Lead providers capture information in lots of ways. Ad clicks, formfills, cold calling, email — all of these have traditionally filledthe funnel.

Today, traditional methods are still being used but in brand-newways.

Super click, click-to-call, warm lead transfers, social media,mobile, and video have begun to complement older methods such asdirect mail, referrals and affinity relationships.

Related: The no-fail lead-generation system

Mobile

Mobile is arguably the most important lead generation trend. It’ssimple: If you’re not thinking of mobile, you will be leftbehind.

For the first time in history, mobile searches have outpaceddesktop searches. So, your website simply has to be optimized formobile.

This means employing a simple, clean layout and responsivedesign. Consider using a template that is already optimized formobile and can easily be updated on the go. You can find thousandsthat are ready to deploy for under $50 on Themeforest.com.

Deciding on your ideal lead generation strategy

To generate or to buy? That is the question.

The decision of whether to outsource lead generation or createthem yourself depends on a lot of factors:

• Your level of commitment.
• Your resources.
• How much you can afford to invest and risk.
• Your long-term strategy.

The bottom line is this: If you really want tobecome an expert and control the process, then do it yourself.

But, if you’d rather focus on other areas of your business,consider outsourcing by buying leads.

Basic lead generation tactics

If you’re new to lead generation, a third-party lead aggregator cangive you quick access to leads with little effort.

These vendors provide immediate access to qualified leads basedon your criteria — and they provide support to help you managethose leads, as well.

Related: Optimize your lead-handlingprocess

Whatever method you’re using, you need to monitor itseffectiveness. Keep track of how many leads you’re generating andwhen. Determine the best days and times to deliver the leads fortimely follow-up. And remember, the early agent gets theprospect.

Google Analytics is a free tool that can track yourwebsite activity. This is especially important when analyzing howleads from different sources are performing, and, in turn, whendeveloping strategic marketing.

There are some other things to keep in mind:

• Don’t hide. You have to make it easy forpeople to find you. Search engine optimization (SEO) is important.Google also offers more than 20 products that can help you build aback-end infrastructure for lead generation.

• Optimize your site for local search.Seventy-eight percent of all website visits come from an onlinesearch. A strong web presence is essential—and it’s notenough just to have a website. Drive traffic with SEO and optimizeyour site with geography-specific keywords. You need to drivetraffic to your website with search engine optimization. Optimizeyour web site using geography-specific keywords. Include thesekeywords where it matters most: in the page title, URL, header tags(H1, H2, etc.), body content, and on-page links. If you’re not anexpert, consider a service that can audit your site and provideguidance.

• Optimize your site for conversion. Oncevisitors hit your site, you want them to stay there and takeaction. Offer useful information that nurtures a relationship. Alsoinclude forms to contact you, and a call to action.

Follow-up: A blueprint for success

Regardless of how you’re generating leads, proper follow-up isessential.

Contact leads as soon as you receive them. MIT studies havedemonstrated that after one hour, your odds of catching thatprospect decrease by more than 10 times. Ideally, you’re makingthree calls within the first two hours of lead generation.

The first call should be within a minute. Ideally, the agentmakes this call, but if that’s impossible, have a qualified adminscreen the prospect. That person should then schedule a call orsend an auto email to confirm that you received the inquiry andwill contact the interested party directly.

Related: 3 tips for becoming a lead-generationmaster

The second call should come within 30 minutes to an hour, andthe third between one and two hours after that. Make a fourth callon Day 5, a fifth on Day 14, and a sixth on Day 15.

For now, I want to invite you to open your mind to thepossibilities of how to approach your ideal lead-generationstrategy.

The takeaway

- Decide whether you want to generate your own leads or buythem/outsource the task.

- Set up a defined follow-up process that includes phone callsand emails.

- Test the process for effectiveness.

Jeremiah D. Desmarais ([email protected])is a 23-time award-winning financial marketer, TED Speaker andphilanthropist that has been featured on Forbes, CNN, and Worth.His work has generated over two million insurance leads and helpedadvisors in over 51 countries. His #1 best-sellingbook, SHIFT: 201 Instant-Action Proven MarketingStrategies to Sell More Insurance and Financial ProductsNow is available at www.TheShiftNation.com.