In math class you have to show your work. It demonstrates to the teacher you not only know the answer, but how you came to it.
This concept is also important to your insurance agency. If your agency is getting leads, and you don’t know where they come from, you are missing an important data point.
In other words, you are getting an answer without knowing how the answer was reached. Or, more importantly, how that success can be reproduced again.
You must keep track of where your leads come from for continued success and growth.
Types of Lead Sources
Lead sources can vary from agency to agency. That is because where leads come from depends on an agency’s marketing tactics.
For example, a lead could enter your agency in a few of the following ways…
- You sponsored an event and someone saw your agency’s logo and information.
- Someone responded to mailers you sent out.
- Someone found your agency from a Google search.
- Someone clicked on an online advertisement.
- Someone responded after receiving a drip email marketing campaign.
There are a myriad of different ways leads come to your agency. Often, you’ll need to use different methods to track different types of leads.
These methods may not be a perfect fit to how your insurance agency processes are structured. But, they can at least give you a starting point.
Over the Phone or Walk-In Leads
It is becoming more of a rarity these days. But, there are consumers who still enjoy talking to an agent on the phone or in person. The next time you are speaking with a prospect or a brand new customer, ask where they found you. Make a note of it in your agency management system or CRM.
I’d wager few people will cold call or walk into your agency without at least doing a little research. Maybe they found you on Google. Or, they heard about your agency from a friend. Either way, it’s worthwhile to dig a little deeper when it comes to those walk-in or phone call leads.
If you have an insurance agency website, it should have a contact form for online visitors to fill out. After all, you can’t generate leads from your website without a way for people to contact you.
Agents who have an Insurance Website Builder site get an email once someone fills out a form. The administration console stores the information for you too. If there are several forms on your website, that is noted in the entry.
Even if you don’t have an Insurance Website Builder site, make sure you can still differentiate the people coming through your different forms. That way, you can determine how effective they each are. Or, how different forms serve different types of customers.
Email Marketing Leads
Does your agency send prospecting email campaigns? You can track the leads those campaigns generate, too.
To do this, you must either create or select a landing page that has a contact form on it. Leads can enter their information there when they click the link in your email.
- Example landing page URL: http://www.abcinsurance.com/get-a-quote
But, it is important that you use a unique URL for the landing page. That way, you can tell which leads came from the email, and which leads came from somewhere else.
To create a unique URL, simply add utm codes at the end. A utm code is a short, simple code you can use to track lead sources. The codes do not affect the link’s usability. The URL will still work.
These codes are made up of a source, a campaign, and a medium.
Use a short, descriptive phrase to show where this URL was used. For example, the above link was used during a flood coverage email. The source is the name of the email. The email was sent May 26, 2018. And the medium indicates which marketing channel you used.
- New example landing page URL: http://www.abcinsurance/get-a-quote?utm_source=GetFloodCoverage&utm_campaign=07262018&utm_medium=Email
To use utm codes, paste the code at the end of the URL. Then, copy and paste that link to a button in your flood coverage email.
To track the amount of traffic that link gets, log in to your agency’s Google Analytics profile. Navigate to Acquisition > Campaigns > All Campaigns. There you will be able to see the full breakdown of utm code traffic.
Now, when a lead clicks a link and fills out the form, you’ll know where they came from to get to that form.
Tracking Long Term
Use this data to keep track of how successful different lead generation efforts are. The next time you think of an advertising and marketing campaign, also think of lead sourcing. Think about the best way to track those disparate leads.
Leads are the lifeblood of a growing insurance agency. But you must track them over time to be able to replicate successes.
About the Author
Emily Nguyen supports the implementation of ITC’s marketing efforts, including producing product newsletters and other customer communications, managing multiple social media profiles, and writing and reviewing content. She has a bachelor’s degree in public relations from Texas Tech University. Emily enjoys social media, exploring Dallas-Fort Worth, and spending time with her husband and their dog.More Content by Emily Nguyen