Insurance Lead Magnet Strategy: Attract Leads & Build Trust

Want to grow your prospect list and be viewed as an advisor from the very beginning? A lead magnet is the most powerful tool that allows you to do just that. And the great news is it doesn't have to be complicated. You do not need to be tech savvy, and it does not need to cost you any money. In this video, we are going to be breaking down what is a lead magnet, best practices for utilizing a lead magnet, and lastly, how you should be utilizing a lead magnet to grow that prospect list and then convert them into clients. If we haven't met yet, my name is Shauna. I'm the founder of Social Waves Media, and I've been running social media lead generation ads since 2016. And in 2022 is when I started specializing and working closely with insurance agents. And I'm here to tell you, I am on a mission to disrupt this industry and to give the power of how to market your business right back into you, the agent's hands. And in this video, we're going to be diving into what I am seeing right now as one of the most powerful tools that you should be implementing inside of your business. So if that is the type of content you are interested in, then hit that subscribe button because I've got more videos on the way. So what is a lead magnet? So I like to call this a lead magnet because essentially it's supposed to be something so valuable that it acts as a magnet and draws leads in. You might've heard it be called something like a freebie, um, or a giveaway or something like that. But essentially a lead magnet is a valuable piece of content or a valuable thing that you offer to users in exchange for their email address. So an example could be a checklist, a guide, a webinar, a video series. It could be an ebook. Um, if you've gone to an e-commerce website and you land on it and you see something that says like, get 15% off, all you have to do is give us your email, or you have the opportunity to win this prize. That also is a lead magnet. It's something that they're offering you in exchange for you to give their information. Now, if you're going to utilize this correctly, specifically speaking in the insurance space, then you want to create a lead magnet or a valuable piece of content that will allow individuals to get some more information about whatever service it is that you have to offer and positions you as an advisor from the very beginning. It essentially, when done right, will position you as the go-to person for them to rely on for information on whatever product it is. So let's talk about like, right now what I'm seeing working in the T65 space is utilizing something that is like the ultimate guide for enrolling in Medicare for the first time. In this guide, you are going to get a checklist of what you need to check off for your first time enrolling in Medicare and the essential dates that are coming up that you need to be aware of. Then ideally, inside of that free guide, not only are you delivering factual information, But you're also sharing your own insights. Like, in my experience, I have seen seniors make this mistake, or in my experience, when I'm working with clients, I try to make sure that we make sure that doctors are in network, and so on. So some other examples could be like the top 5 mistakes to make when enrolling in Medicare, the truth about life insurance. You could even have something that is like a life insurance calculator where they could try to figure out if they have enough coverage for their family and kind of unlock some things that maybe they haven't thought about. It could be a webinar on Medicare 101, how to enroll in the right plan. It could be something that breaks down ACA of what the different levels typically are and how plans change year over year. It's essentially something that is valuable and you need to hit on some pain points, something that is bothering them, or really provide some sort of a benefit that makes them want to give you their information. Now, essentially, Most agents want to run ads that are to a free consult. And from what I've seen, that can work really well whenever we're in OEP, AEP, and we've got actual deadlines that people need to talk to an agent. But when we're not in the middle of an enrollment period, well, yes, you could go after, you know, special enrollments and you could message your ads to go after those individuals when we're not in that season. Or for products such as life insurance, or even if we're going to go into IULs or annuities, providing something that gives a little bit of information makes it very easy for the individual to interact with you for the very first time. If you think about it, if you are considering, I, I'm not sure if I have enough coverage for my family if something were to happen, and I see an ad that's like, hey, you know, even if you have coverage from your employer, you might not have enough, like, Um, have a free consult with me and I'll help break it down. Chances are I'm going to keep scrolling through until I've kind of been warmed up to you and your brand, or the conversions that you do get, it's going to be a lot less, which means your cost per lead is going to be higher versus if you offer them something like a lead magnet, you tap on the pain point like parents, this is something that isn't fun to talk about, but do you have enough coverage if something were to happen? Click right now and you can gain instant access to a calculator that will allow you to See if you have enough coverage for your family if something were to happen. Or something on the lines for T65. Instead of always saying, if you're turning 65 this year, you need to talk to an agent, you need to talk to an agent. Instead, using that checklist of something— if you're turning 65, there are crucial deadlines that you absolutely need to be aware of. Click the button below to instantly gain access to the ultimate guide, plus the timeline, plus the checklist. It just makes it super easy for them to raise their hand and say, yes, I am definitely interested in learning a little bit more about this. Now, when it comes to the best practices in deciding what type of lead magnet you're going to be creating, there are 4 key things that I want you to keep in mind. The first one is make it easy to consume. We live in a day and age that individuals are so extremely busy. We also have a scroll, scroll, scroll type mentality, plus we have an information overload that it is very important that your lead magnet that you're giving to them is going to be easy to consume. Now, many agents, whenever I start talking about lead magnets, they go to 2 things. They go to webinar or ebook. Let's talk about the ebook. The ebook is something that absolutely used to work back in like 2015, '16, '17. I feel like it started phasing out in 2018. Back in like 2017, you saw someone that was an expert was offering a free ebook. You were eager to, uh, many users were eager to consume it and sign up for it. Now we have such an information overload, an ebook just sounds like too much of a commitment. You want to give me a free book? Okay, great. Now I have to make the time to read it. And the reality is, we have so much information at our fingertips from just Googling and now ChatGPT that people are looking for insight over information. So the insight that you have to provide— so instead of the 3 biggest mistakes enrolling in Medicare, instead it's the 3 biggest mistakes that I see individuals make in enrolling in Medicare. That is going to be more valuable. So I want you to think about making it easy to consume. So we're talking about like a guide, a checklist, a calculator, timeline, that type of information. Now you absolutely can consider utilizing a webinar. I do see that be successful in the Medicare space, but I also see a lot of agents waste a lot of time, energy, and resources on creating webinars that don't end up converting. So if you are interested in talking about how to create a webinar that converts in whatever space that you're in, drop a comment below because we can definitely dive into that. When you have a webinar, it is so extremely important that it delivers so much value and it is all about them. It scratches an itch that they definitely have, or it repairs a pain point that you've thumped on whenever you actually get them inside of your workflow. It is so important for it to be all of those things in order for the conversions to work. Now, if you are utilizing this lead magnet and using it for ads, which we're going to talk about how you should be using it on different avenues, but if you're utilizing this for ads, typically the conversions are lower and the cost per lead is higher when you are running webinar ads. Or here's some other fancy words you can use: webinar, a free training, an online event. Um, you could also use it as a workshop. So if you're running it to a free online event that talks about the truth about life insurance or whatever it is, Most of the time the cost per lead is going to be much, much higher for a webinar than it is for something like a checklist, a guide, or something more simple. The reason why is when people see something that it's going to take their time, their energy, their focus in order to consume it, they're less likely to sign up for it. So that is why if you're going to actually be using, utilizing like a Medicare 101 webinar, you want to make sure that you have that crafted perfectly, that you know it's going to be worth it and your ROI is going to be good. Where instead of paying $6, $5, $8 for a T65 lead over a guide, you are comfortable spending $20 to $30 for a lead that is going to be enrolling to view a webinar. Yes. Can you get that cost per lead down? Yes. I just like to be realistic of some of the numbers that I'm seeing right now. So that's number one. You want it to be easy to consume. Number 2, you want there to be a clear, Benefit. They should immediately get exactly what you promised whenever you deliver a lead magnet. I have worked with clients that think that they're providing value. So I have one that is in the Medicaid planning space, and this entrepreneur had a lead magnet that they had created for the Medicaid planning, and it was so extremely boring and just so full of information. I had to break the news that. If you have this crazy fancy ad that is like, hey, like, do you know that Medicare won't cover these things? And like, we can actually do some things to help you with Medicaid planning, and I can help you with the 5-year lookback and all of these other exciting stuff. And then they sign up for the guide and you deliver them information that like they could just like Google and instantly find, it immediately sets you back. Like they're not viewing you as an advisor. Versus if they get a guide that is truly breaking down, like when you're enrolling for Medicare for the first time, here is the most important checklist: 1, 2, 3, 4, 5. And then it has a little bit of your own insights. The biggest mistakes that I see seniors make is not making sure that their doctor's in network, they're being surprised by Rx charges, or they're working with an agent that doesn't answer their questions. I don't want that to happen to you. When you have those little insights inside of there, it helps set you up as an advisor from the very beginning. And also when you provide value to them, That helps them see you in a different light versus if you're just trying to give them information and sell to them. Number 3, make it about them. What I'm trying to say is make it about them. It's about whatever their concerns are, their questions, their outcomes. When I'm working with agents on setting up ads, a lot of times agents want to ask more questions, uh, with the purpose for them to collect the information because they want it. It's going to be beneficial. When the information that you're asking for on the form, yes, of course you need like their name, their email address, and their phone number. You need that information. But some of the other information that you can ask for is actually more about putting them in the right mindset of talking to you. For example, instead of trying to collect more information, you could ask a question such as this: during your free consult, what would you like to make sure that we cover? How to lower Rx costs, make sure my doctor's in network, um, understanding my out-of-pocket costs or lowering my out-of-pocket costs. 3 other questions. Having something like that on there and having them interact with it is setting you up to be seen as someone that's going to be helpful to them instead of just trying to sell to them. So whenever it comes to your lead magnet, everything's about them. It's, it's, it's not about you. If you're introducing yourself, I always like to tell agents too, like when you're introducing yourself, No one really cares about who you are. They care about the benefit. Like if I go in and I'm speaking at a conference and I say, my name is Shauna, I'm the founder of Social Waste Media. I, and you know, I do give a little history of what I've done, but if I start going into all my history, everyone's like, we don't care. We don't care. When I hook you in with the benefit that I'm gonna provide you, what I'm gonna teach you with, and then all of this great stuff we're gonna get to now, you care a little bit about my intro and who I am, and we can get right into how I can actually help you out. So you wanna make sure that the content that you have in there is about them. It's not necessarily about you and the products that you're trying to push. Number 4, add insight. This is the biggest one in today's world. Any lead magnet that you're going to be creating, make sure you have that insight inside, inside of there. That is truly what sets you up as an advisor from the very beginning and sets you apart from just being a commodity and someone that they're just going to be shopping for. Let's talk about how you're going to utilize your lead magnet. Your lead magnet should be in 3 different spots. It should definitely be on your website. In fact, I feel every agent should have a tab on their website that literally says free resources, and it has whatever information that you're going to offer them for free. They just have to give you their email address for it. So it should live on your website, your free guide, whatever it is, the truth about, uh, life insurance, how to find out if your family's protected or not, or the essential dates that you must know before enrolling in Medicare. So it's gonna live on your website. Number 2, it should live on your social media page. You should have a link in your Instagram bio and also on your Facebook page that says, you know, wanna learn more or whatever it is that's gonna be your call to action and a link to that. And then number 3, you can definitely utilize this for ads. So let's talk about what the actual user flow looks like. And here's the deal. If you want a full video that truly breaks down the user workflow of how you would build out a funnel or a workflow for this, Leave a comment below if there's anything that you want me to dive more into, like even what software I would use or what free resources I would use to create my free resources. I'm happy to do that if there's interest. So just drop a comment below on what you would like to know more about. So if you're going to be utilizing this on your website and you're going to be utilizing this on social media, you do have to have a CRM. Many agents already have a CRM. Any CRM's going to work, and then you are going to create a landing page. Now you can create a landing page. This is just a page on your website. It can either live on your website with a form embedded on it from your CRM, or you can actually utilize— most GoHighLevel, uh, CRMs have landing page software, so you can create a landing page there. And you're gonna have the title like the truth about life insurance, how to find out if your family's protected, or like, uh, the ultimate guide to enrolling in Medicare, or how to max out your health insurance plan, whatever the title is going to be. That emphasizes the benefit that's going to be on that landing page. And then there's going to be the form for them to fill out and give you their information, like their name, their email address, their phone number. And then here's the thing, if this is not going to have ads running to it, like let's say you're going to use a different landing page or you're going to utilize Instant Forms on ads, you can ask for any information that you want on your own website. Okay, so you're going to have that, they fill out their information, they click enter, They're then taken to another website page that says, thanks so much, your guide's on its way. And then they're gonna drop into your CRM and the very first email that you send them needs to have the goods in it. So it would be something like, you know, hi, uh, so-and-so, I am so excited that you decided to grab my free guide for enrolling in Medicare for the first time. My name is Shauna. I specialize in helping seniors enroll in the right plan from the very beginning. Here is the guide. If you ever need anything, please feel free to reach out to me. Boom. Short, sweet. Here's my link to my free guide that they're going to get access to. Um, I might've mentioned this, but I would use something like a Google Doc because it's super easy to use. It's free. You can create a shareable link and you just pop that into your email address. So they get that free guide, they're gonna open it up and it's going to be a plethora of, uh, easy to consume information with your insights inside of it. So you want to have that link to your landing page up on your website. You wanna have it on social media. And then number 3, You can utilize this lead magnet for ads. Now, if you're going to be utilizing a landing page for ads, you're gonna be running traffic to that page on your website. It requires extra tech setup. Then if you decide to just use the Meta InstaForms, which are already on the platform, you don't have to have any tech or coding that's going to happen. And it's what I focus on inside of my course, Insurance Click to Close. Although I do have agents that are in my membership that we will talk them through how to create a pixel, how to install it, and be running ads to actual landing pages if that's something that they want to get into. So once you get that set up, you can utilize it for your ads. You have your ad, they complete the form. Once they enter in your CRM, then you deliver them the goods. And that is how you can start considering how you would like to utilize lead magnets in your overall online marketing strategy. It truly is an extremely powerful tool, and right now it's what I'm seeing work the absolute best in the Meta special ad category if you're wanting to run paid ads and generate relevant leads that are actually interested in the products that you have to offer and position yourself as an advisor from the beginning. So tell me in the comments, do you have a lead magnet? What questions do you have? Would you like to see a video that breaks down webinars that convert, the entire lead magnet workflow, or maybe the tools that I would say to utilize for different types of lead magnets. Whatever it is, let me know in the comments because it helps me know that I'm going to be making content that is going to help you the absolute most. And hey, by the way, if you made it this far, you made it to the end. So we should be friends. So go ahead and hit that subscribe button for more content about how to grow your business. I'll see you in the next video.