Shauna Thoresen shares four ways to improve insurance lead quality during AEP. Sharpen your ad message around a specific offer and pain point, make next steps explicit in the copy, add qualifying questions to your form, and use Meta's SMS verification with Messenger to follow up by text.
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What can I do to increase the quality of the lead? This is a really good question. By the way, welcome to my series where I'm answering questions about lead generation, focusing specifically on AEP and Medicare, but this works regardless of what line of business you're in. When it comes to increasing the quality of your lead, okay, I'm going to give you 4 different things that you can start doing right now, but number one is by far the most important, and that is the message in your ad. What are we actually attracting that person with? What is getting that senior to want to click on your ad and want to move forward with the next step? We need to be super clear on what we're actually offering. Is it a webinar? Is it a live Q&A? Is it a direct-to-consult? And then we need to be crystal clear on what pain point we're removing from that. Is it no longer overwhelmed, avoid penalties, avoid making the wrong Medicare enrollment mistake, or what the big benefit is? What it's like to work with you, that you'll actually answer their questions, that you specialize in their area, that you're different from a call center, and so on. Number 2 is in your ad copy, the messaging is being very clear on what the next steps are. When we are taking someone off social media, which is disruptive marketing, so they're scrolling, they're not looking to talk about Medicare or whatever the line of business is that we're advertising, but when we can get in their face and stop them and say, I can solve this for you, After we get their attention, the next thing is they need to fully understand what the next steps are. I need to click the next button, I need to complete the form, and I'm for sure going to be having a consult. Number 3 to increase that lead quality is add a question and/or a multiple choice type question on your form. Now, adding that question forces them to interact with the form, so they're going to remember that they did it more likely. And we don't get super personal on the questions. Like, we're not asking questions For us. So like my job's easier to write this, this plan for you right now. We're asking questions to get them invested. So we can do a couple of different things. One I like is the reminder word. We want you to know who we are whenever we call. So tell us your favorite color or your favorite hobby. But another thing that can be really impactful is the multiple choice question where it says something like, what do you want to make sure that we cover in our conversation? Lowest Rx prices? Your doctors are in network. You're still working it on your employer plan. Other questions? Having very specific things can make them start thinking about what it's going to be like during that consult and help them get a little bit more invested. Number 4 goes without saying, utilize that SMS verification that is in every single Meta account now. And then bonus points, open in Messenger. If you are using a Meta lead form, you want to tick that box because it is going to open a direct conversation inside of your Messenger. So that way, if you can't get ahold of them on the call, you can actually text them using the Messenger app and you can send them your digital business card so you show up in their page and you know that you can get ahold of them. If you have a question that you want answered about lead generation, drop it below. And if you're interested in learning how to generate your own leads, I hope I'll see you in the next video.
