This document outlines 12 tactics that insurance providers can use to increase lead quantity and quality in 2017. The tactics discussed include optimizing for mobile, focusing on SEO, using remarketing and retargeting, creating buyer personas, using social media and video marketing effectively, improving conversion rates, and building authenticity and trust. The overall message is that insurance marketing requires a strategic, data-driven approach that leverages multiple digital channels to attract and convert leads throughout the buyer journey.
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12 Ways Insurance Providers Can Increase Lead Quantity And Quality in 2017
1. 12 Ways Insurance Providers Can Increase
Lead Quantity And Quality in 2017
Senior Consultant
smumford@thewebshowroom.com.au
Stephen Mumford
2. 1. Welcome
2. We’re a specialist lead generation digital agency
3. Assuming a varied level of digital experience and needs
4. Q&A at the end and stay for a chat
5. Slide deck
6. 12 Tactics – You Need One Strategy
7. We have a lot to cover…
Introduction
3. 1. Broad umbrella
2. Competitive
3. Jaded audience
4. Not sexy
5. Lifetime value high
6. Challenge to differentiate - $ driven
7. Twin strategy – renewal & acquisition
Insurance
13. SEO in 2016
• Keywords – yes, but no longer one to one.
• Links – earned not bought, built or collected.
• Content – expert, rich media, relevant.
• Avoid the back button – relevance, quality, trust.
• Context - mobile, desktop, personalised.
32. Remarketing - strategy
Branded generic ads won’t cut through
Needs to be targeted and segmented.
Remarket products and services users have viewed
Timelines are critical - Within 72 hours is best for conversions
Limit it to 14 days maximum – then reset audience
Split test CTA’s – mention a USP
42. The Facts
89% of B2C researchers use the internet
during the B2C research process.
Source: https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
Buyers go through about 57% of the purchasing
process before ever talking to sales
Source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
53. Meek Testing
• “Little Picture”: Button colours, swapping out
words
• Often when it works it’s because of a bigger
issue being resolved
• Bad option for low conversion websites
54. Iterative Testing
• “Evolutionary change”
• Focus on tests (A/B) and data
• 1,000 conversions per month
• Low risk. With ‘wins’ over time
• Standard option for leading websites
55. Innovative Testing
• “Revolutionary change”
• Big changes (but not a new site)
• Big wins (or losses)
• Ideal for low traffic or poor quality
websites