How To Generate Local Leads with Digital Marketing

For an insurance agent, leads are how you continue to grow and expand your business. There are many different methods for agents to generate leads, but through digital marketing, agents can produce quality local leads. Learn more about digital marketing methods in this article!


Website Marketing

Your website is the first impression of your brand and expertise. Every online lead generation tactic you use will lead visitors back to your website. It should be a hub of relevant, up-to-date information that is attractive and easy to access. Doing this will help establish you as a legitimate source and build their trust, generating healthy leads.

Make your website easy for search engines to find by implementing effective Search Engine Optimization (SEO). SEO is growing your page’s traffic through organic search results in the search engine. Website software like WordPress, Squarespace, or Wix are user-friendly and cater to your different needs as you develop your website. As you optimize your website, start with keyword research, meta descriptions, on-page blog content, and title tags to drive lead generation.

Email Marketing

Email marketing is an easy, cost-effective method to generate leads. Emails allow you to create a personalized, targeted message for the clients you’d like to attract. It lets you communicate and connect with potential clients more privately than with other digital marketing forms.

As you generate your email list, ask yourself what your campaign is targeting and who would benefit the most from receiving this information. Use this information to build a healthy email list to send your campaign to. Manually sending out emails is tedious and time-consuming. A marketing automation platform will allow you to schedule your emails to your email list and gather insights like the open rate of your campaign. Softwares like Mailchimp, Sendinblue, or Constant Contact are user-friendly platforms that have a range of other resources and insights available.

As you send out emails, remember to avoid red flags that will taint your IP reputation. Sending out too many emails to the same recipients may cause them to unsubscribe or report you as spam, making your emails less likely to appear in potential client inboxes.

Social Media

Social media can be an unlimited source of prospects. Almost everyone has some form of social media that you can target. As an agent, growing your social media presence can establish you as a trustworthy source of information. Doing so will create opportunities for potential clients with questions about products and coverage.

Engaging and personalized content is the first step to utilizing social media for lead generation. People engage more with valuable content they can relate to and learn from. Create content with tips for your clients, industry news, and local events. Using platforms like Buffer, Sprout or Constant Contact will help you manage all your profiles, review analytics, and schedule your campaigns ahead of time. When curating a flowing feed, use a mix of graphics, stock photos, and real-time photos. Consistently publishing and using trending hashtags on your social media will help boost your posts on the algorithm. Invest in your content with paid ads and boosts, pushing for more prospects to come across your social media pages.

Content Marketing

Content marketing is the creation and promotion of original material such as articles, videos, blogs, and social media posts. Through content marketing, you can maximize your digital marketing efforts on your website, email campaigns, and social media and grow a following or audience that enjoys and trusts your knowledge. The larger the audience, the greater number of potential clients as you open the door for conversations with people who have questions about their coverage. This produces organic, healthy leads with prospects that trust and connect with you.

To optimize your content marketing, you must first have quality tips and information to share. Share information and tips that your clientele will be interested in. For inspiration, follow other blogs about healthcare or insurance tips like or Sharing health lifestyle tips can get the attention of Medicare users. You can use this content with your other digital marketing efforts in emails, social media, and your website. Creating a “Blog” or “Education” page on your website will help you improve your website’s SEO. Stay on a consistent publishing schedule, so your audience stays engaged and excited about your content.

Public Relations

Public Relations (PR) are crucial to a potential client’s decision-making process. Whatever method you use for lead generation will lead them to your online profiles like Google, Yelp, your website, and social media. User feedback, star ratings, and the number of reviews you get will all factor into their decision-making process and if they trust you with their coverage needs.

Create a healthy online presence by encouraging current clients to leave reviews and recommend you on social media. Create a profile on platforms like Google and Yelp and keep them up to date with photos, location, and hours. Monitor your reviews and engage with them. Engaging with positive reviews shows appreciation for their business. Address any negative reviews by first trying to make the situation right. Be transparent and accountable, and do not invalidate the experience they had.

You may also want to incentivize clients to leave a review. Sharing client reviews on social media might encourage others to share their feedback in hopes of being featured. Not only will maintaining good PR help you generate healthy leads, but it will be your personal performance review helping you grow and be better at what you do.


As you begin producing and publishing your content, remember to be cautious of compliance regulations. Do your research and be careful when promoting specific products, AEP, and OEP-specialized campaigns.

Monitor the outcomes of your campaigns by tracking and documenting how many leads are produced. You can use these insights to know what gets the most engagement and when you need to try something new.

Don’t forget to tap into your Fidelis resources and meet with a local Sales Director for more information and ways to generate quality leads!