Hitting the Target: Why a Competitive Filter Lead Gen Model Works
One of the biggest concerns businesses have when it comes to curating leads is ensuring each lead is relevant. Designing the perfect advert and throwing money at a PPC team is useless unless you know you are getting a return on every pound you spend.
So, how can you be sure you’re getting the most for your money? Targeting. Without being able to filter irrelevant leads, you will struggle to grab and retain the customers you are most able to help with your services.
The Pitfalls of Standard PPC
PPC is an effective tool for advertising your business to key audiences. Mainstream platforms like Google Ads and Bing Ads have the ability to target specific audiences on specific days, and this makes it a great way to cast a wide net to get results.
However, there are some issues you need to consider, particularly since the coronavirus has left some brokers looking at more cost and time effective processes.
PPC itself is a highly measurable and customisable way of managing your ads, but the necessary investment of time can end up costing you more than you initially thought. You will need to pay someone – either in-house or an agency – to manage and optimise your campaigns in real time, therefore ensuring you get the best ROI.
Even specialist PPC agencies will struggle to give you absolute certainty as to whether your clicks and visits will eventually lead to meaningful leads and conversions. There is a risk that a poorly-maintained account will only attract poor quality leads. This is where a competitive filter lead generation model comes in.
Filtering Out Poor Quality Leads
Your brokerage is only as strong as the leads it brings in. If your website is getting clicks but no conversions, it’s because the leads you are attracting are either at the wrong stage of the buying cycle or are not in a position to convert.
However, with a competitive filter lead generation strategy, the irrelevant leads don’t get qualified. With QuoteSearcher, each insurance product is given a specific set of questions that range from where they live, their age, number of years with no claims bonus, number of vehicles etc. Once the form has been submitted, customers are matched in real time to your brokerage – either via an email or a warm transfer.
For example, if you were running PPC on Motor Fleet insurance customers, without services like ours you wouldn’t be able to target fleets of 4+ vehicles that are fleet rated, excluding family fleets, and excluding certain business types like courier or retail. This means you would get served a large number of leads that do not meet your criteria.
Another very interesting part of our type of model is the control you have over dates and times. So, you can specify that you want Motor Fleet leads with x filters but only from Monday to Saturday between 9am and 5pm. PPC, on the other hand, offers little control other than turning a campaign on or off on certain days.
Let’s look at the difference this makes our clients.