Every business has a need for digital marketing in the modern era, but the type of digital marketing and the tactics employed to meet advertising goals. For auto insurance providers, calls are pivotal to selling product packages, but no two calls are going to be the same. Here are a few helpful tips for qualifying your inbound auto insurance calls.
Purpose of the Call
A key facet of Pay Per Call marketing for service industries is the purpose behind a call. Why is the customer calling your auto insurance firm? Are they simply shopping quotes, or are they ready to purchase and hoping to set an appointment to sit down with an insurance agent and discuss details? Qualifying calls based upon the purpose will help you route them to the proper department or individual.
Duration of the Call
Since the purpose of calls can vary, the duration of inbound auto insurance calls can differ when determining quality as well. Callers who have already done their own research online and merely want to set an appointment are likely to pose a higher value as someone looking to purchase, yet might have a shorter call time since they already know what they want or need from your business. Callers still shopping quotes are likely to be on the phone longer, but are perhaps not as likely to convert to a paying customer. Having practices in place to qualify customers or potential customers based on call times will help you improve not only your conversions but your sales strategies as well.
Type of Insurance
Perhaps the most important qualifying factor for your inbound auto insurance calls is going to revolve around the type of auto insurance the caller is looking for. Qualifying the various callers based upon the type of insurance is important because you can route them to the right department or individual based upon the policy required.
For example, a parent calling to add a teen driver to an existing policy is likely going to be looking to speak with a specific individual already handling their policy. Conversely, a new customer might want greater detail on the auto insurance policies and rates your business offers, but doesn’t have a preference regarding an agent. Yet another option would be a small business calling regarding fleet insurance on numerous vehicles.
There are many ways to qualify your inbound auto insurance calls, but these offer a good base of reference as you compare your inbound call log and try to improve the efficiency and effectiveness of your Pay Per Call campaign.