Turning Anonymous Website Visitors Into Profitable Leads – InsuranceNewsNet

InsuranceNewsNet — Your Industry. One Source.™

Sign in
  • Subscribe
  • About
  • Advertise
  • Contact
Home Now reading Top Stories
Topics
    • Life Insurance
    • Annuity News
    • Health/Employee Benefits
    • Property and Casualty
    • Advisor News
    • Washington Wire
    • Regulation News
    • Sponsored Content
    • Webinars
    • Monthly Focus
  • INN Exclusives
  • NewsWires
  • Magazine
  • Free Newsletters
Sign in or register to be an INNsider.
  • INN Exclusives
  • NewsWires
  • Magazine
  • Free Newsletters
  • Insider
  • About
  • Advertise
  • Editorial Staff
  • Contact
  • Newsletters

Get Social

  • Facebook
  • Twitter
  • LinkedIn
From The Field Exclusive News
Top Stories RSS Get our newsletter
Order Prints
August 23, 2021 Top Stories No comments
Share
Share
Tweet
Email

Turning Anonymous Website Visitors Into Profitable Leads

By Keith Snow

In the competitive marketplace, insurers are becoming savvier in their digital marketing efforts, driving website traffic in order to educate and differentiate with thoughtful online content.

If they are successful, the website analytics will reflect thousands of monthly visitors who are beginning an insurance buying journey online.

These are excellent marketing metrics, but how exactly does it translate into something meaningful (and profitable) to the frontline insurance agent? A vast majority – more than 90% – of website traffic is anonymous. A string of numbers in an IP address holds little useful information for the agent needing to make a human connection to cultivate future customers.

Or does it?

Unknown Visitor Or Gold-Standard Prospect?

Although most website visitors remain unknown, some things are clear. The website visitors’ online behavior is a strong signal they are in the market for insurance products and are currently researching options. These are more than casual consumers; they are warm leads with a high purchase propensity. It may seem as though you know little about your anonymous web visitors, but many are actually gold-standard sales prospects.

Because the visitors found your carrier or corporate website on their self-led insurance journey, many things have been done right to this point (SEO, an authoritative website, compelling content and brand recognition, just to name a few). But at the end of day, these prospects need to “convert” – that is, they need to move further in their journey from leads to customers.

Data can provide the missing insights needed to continue meaningful interactions with these currently unknown prospects. Underused data analytics techniques will light the path to a richly portrayed persona, eliminating guesswork and wasted effort.

Illuminate Prospects, Then Convert To Sales

Effective marketing has moved beyond personalization. Hyperpersonalization is what consumers expect today. The digitally-savvy understand, at least at a basic level, that companies collect information about them. In return, they want interactions that are tailored to their relevant needs and preferences.

Using website pixels, IP matching and third-party data appends, anonymous web visitors can be profiled to understand more deeply who they are. Digital behavior, demographics, psychographics and media preferences come together to create a complete and robust picture that agents can use to align their outreach and messaging in personal and effective ways. Here’s what it looks like

Turn IP addresses into home addresses. From your pool of anonymous website visitors, data tools can derive home postal addresses for about 25% of the IP addresses. So if your carrier or corporate website has 10,000 monthly visitors, around 2,500 home addresses can be obtained each month. In most cases, it can be verified with 95% accuracy that the IP address belongs to a household mailing address.

Append with third-party data. Now, equipped with household information, third-party data models can layer in rich details such as age, income, children and channel preferences that bring the picture of these prospects into real focus. Would you rather have a generic lead or a profile like this?

Sophisticated city dweller: Boomer-aged couple 51-65 living in the city or a close suburb with a household income of $175,000-199,000. Owns an upscale home they have lived in for at least 10 years, and active on email and Facebook.

Even more, additional data models can further synthesize prospect data to determine their likely preferred decision-making style. Do they like to research and compare options and read reviews? Or are they motivated deal-seekers who are driven more by price than by brand name?

Analyze and segment. Now your formerly anonymous website visitors can be organized along demographic, geographic or behavior lines – or any combination of these factors. Group by shared characteristics such as ZIP code, potential product propensity, website pages visited or decision-making style.

Reach with highly targeted ads. Here is where the rubber meets the road. As an agent, you will be equipped to have a very meaningful next interaction with your segmented prospect list. Send direct mail or IP-targeted digital ads with just the right message. For our sophisticated city dweller who is also a savvy researcher, reach with direct mail or a Facebook ad with a message sure to resonate: “No need to look further. Our insurance is what you’ve been looking for to protect your most valuable asset.”

Convert top leads into customers. Most campaigns executed this way will have sales conversions that are twice as high as non-data-driven follow-up methods. On average, from the 2,500 household addresses in our example, approximately 25 will become new customers. Even better, a straight line from effort to ROI can be drawn, because during the data gathering process tracking mechanisms can be enabled that provide detailed metrics.

Don’t Just Acquire – Keep Customers With Data-Led Strategies

The story isn’t over after you’ve successfully acquired your new customer – it’s only just beginning. The data insights you’ve generated will continue to provide opportunities for personalized and powerful campaigns that are always driven by relevant customer needs.

When it comes to customer acquisition and retention strategies that are effective and measurable, data is one of insurers most important strategic assets today. As frontline agents face more pressure from market newcomers, it’s critical they are equipped with powerful modern tools that amplify what they’ve always done best: deeply understand what’s important to their customer and how to protect it through every stage of life.

Keith Snow is the president of B2E, third-party audited data marketing agency that serves the insurance industry. He may be contacted at [email protected].

© Entire contents copyright 2021 by InsuranceNewsNet.com Inc. All rights reserved. No part of this article may be reprinted without the expressed written consent from InsuranceNewsNet.com.

 

 

Older

Biggest Raise In Decades For Social Security?

Newer

Percentage Of Americans Without Health Insurance Held Steady Throughout Pandemic

Advisor News

  • Here's one reason why America's racial wealth gap persists across generations
  • Ken Morris: Before you retire early, ask yourself a simple question
  • Half of Kansans have no retirement savings. This statewide program is a no-brainer
  • Savvy Senior: How to choose a 55-plus active adult community
  • Sinema took Wall Street money while killing tax on investors
More Advisor News

Annuity News

  • Colorado adopts new annuity sales regulations
  • National Western Life introduces new fixed indexed annuity, NWL New Frontiers
  • Jackson National announces second quarter 2022 results
  • Brighthouse Financial adds to Shield Level annuity suite with new product
  • Prudential FlexGuard reaches $10B total sales milestone at record pace
More Annuity News

Health/Employee Benefits News

  • EDITORIAL: Inflation Reduction Act is stealing Medicare dollars
  • UnitedHealthcare introduces new business unit Surest
  • Texas lawmakers ask feds to reconsider Medicaid expansion proposal
  • Plan to help poor Mississippians with health insurance stripped from latest federal bill
  • Giannis Antetokounmpo invests in telehealth company
More Health/Employee Benefits News

Life Insurance

  • Alex Murdaugh petitions to delay Mallory Beach trial amid murder charges
  • Sales of life combination products rebound in 2021, LIMRA reports
  • Integrity Marketing Group acquires Richman Insurance Agency
  • How to get the most out of Life Insurance Awareness Month
  • Life application activity down in July, MIB Index reports
More Life Insurance

- Presented By -

How to Write For InsuranceNewsNet

Find out how you can submit content for publishing on our website.
View Guidelines

FEATURED OFFERS

Get Linked INN to your industry Connect with INN on LinkedIn to be first on all the news and insights that matter to your industry.

Press ReleasesAll press releases

  • National Western Life introduces newest fixed indexed annuity, NWL® New Frontiers
  • CybeReady Supports Security Defenses with CISO Toolkit
  • Life and Disability Income Insurance Products from MassMutual Now Available on iPipeline®’s End-to-End Digital Platform
  • Business on the Go with The Crump Mobile App
  • iPipeline® Provides Advisors Excel with Unified Path Toward Accessing Core Data Analytics in Financial Services
Add your Press Release >

Topics

  • Life Insurance
  • Annuity News
  • Health/Employee Benefits
  • Property and Casualty
  • Advisor News
  • Washington Wire
  • Regulation News
  • Sponsored Content
  • Webinars
  • Monthly Focus

Top Sections

  • Life Insurance
  • Annuity News
  • Health/Employee Benefits News
  • Property and Casualty News
  • AdvisorNews
  • Washington Wire
  • Insurance Webinars

Our Company

  • About
  • Editorial Staff
  • Magazine
  • Write for INN
  • Advertise
  • Contact

Sign up for our FREE e-Newsletter!

Get breaking news, exclusive stories, and money- making insights straight into your inbox.

select Newsletter Options
Facebook Linkedin Twitter
© 2022 InsuranceNewsNet.com, Inc. All rights reserved.
  • Terms & Conditions
  • Privacy Policy
  • AdvisorNews

Sign in with your INNsider Account

Not registered? Become an INNsider.