In today's Web-minded market, many insurance agents are forgoing traditional methods of marketing and setting their sights on the Internet. Focusing less on tactics like telemarketing, direct mail, the Yellow Pages and radio spots, agents are finding more bang for their marketing buck by using Web-based strategies like Online Lead Providers.

Yellow Page Consumer Use Chart - Click to enlarge

Several factors contribute to the growing success of Online Lead Providers like NetQuote®. By tracking and targeting consumers who are specifically shopping online for insurance, agents are no longer trolling an anonymous sea of potential customers. An agent makes initial contact only after it has been determined that a consumer is actively seeking an insurance quote.

In fact, the upward trend of online marketing's effectiveness was already in full swing in 2004, with over 400 million searches conducted every day - 10 times as many as the Yellow Pages (Source: Bizrate.com / Kelsey Group). Yellow Page use continues to decline, with more and more consumers moving to the Internet daily.

Consumers Find Online Info More Userful - Click to enlarge

Insurance agents aren't the only ones who benefit from online strategies. For consumers, the Internet serves as a handy shopping tool - shoppers can seek out quotes anytime, anywhere, without commitment. Not only does this flexibility generate higher traffic, but higher quality traffic. Consumers also find the quality of online information superior to offline. The end result? Higher close rates and better returns on marketing dollars for insurance agents.

Online marketing strategies are increasingly stealing the spotlight from traditional offline methods - good news for those who have already made the switch from cold calls to clicks. And as consumer trends continue to fuel the growing success of NetQuote and other Online Lead Providers, insurance agents who are already using the Internet as part of their marketing plan can be confident that things will only get better from here.

Editor's Note: In next issue's "Grow Your Business" section: "Consumers Shop Online & Buy Offline - What This Means to You".