12 ways insurance providers can increase lead quantity and quality in 2017
TRANSCRIPT
12 Ways Insurance Providers Can Increase Lead Quantity And Quality in 2017
Senior [email protected]
Stephen Mumford
1. Welcome2. We’re a specialist lead generation digital agency3. Assuming a varied level of digital experience and needs4. Q&A at the end and stay for a chat5. Slide deck6. 12 Tactics – You Need One Strategy7. We have a lot to cover…
Introduction
1. Broad umbrella2. Competitive 3. Jaded audience4. Not sexy5. Lifetime value high6. Challenge to differentiate - $ driven7. Twin strategy – renewal & acquisition
Insurance
#1Mobile (Equal) First
Mobile Dominates
Media Consumer Survey 2015Australian media and digitalpreferences – 4th edition
In 2015 time spent on Smartphones grew by 22% while time on desktops and tablets fell.
Time Spent On Mobile Has Exploded
Source: comScore
Percentage Of Desktop vs Mobile Website Visits In Key Industries
Source: Adobe.com
• Google prioritises mobile friendly websites for mobile search.
Mobile Is Vital For Organic Search
Source: Moovweb
• Prediction: 70% of Digital Ad spend will go to mobile by 2019.
Mobile Digital Ad Spend
Source: eMarketer
Optimise for mobile
Which Device Matters?
#2Do SEO In A 2016 Way
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.
RankBrain: 3rd Most Important Signal
2016: Result Pages
#3A Lot Has Changed in AdWords
Cost per Click: Increasing
Complexity: Increasing
Competition: Increasing
Non branded
Non branded
Bid On Your Brand
Snippets
Link Extensions
PPC: Protect Your Brand!
#4Use Squeeze Pages
Squeeze Pages: Better ROI
#5Remarketing
Basic Remarketing / Retargeting
Advanced Remarketing / Retargeting
Source: AdRoll
Source: Marin Software
Source: AdRoll
Cross Device, Cross Platform
Conversions 20% higher when campaigns are run cross platform
Remarketing Lists for Search Ads
Customer Match
Remarketing - strategyBranded generic ads won’t cut throughNeeds to be targeted and segmented.Remarket products and services users have viewedTimelines are critical - Within 72 hours is best for conversionsLimit it to 14 days maximum – then reset audience Split test CTA’s – mention a USP
#6Build Buyer Personas
Who are the best people to attract and influence?
Create Buyer Personas For Your Business
GoalsMotivations
Objections
Challenges
JobAge
Location
Gender
#7Social Media
1. One of the most sophisticated, powerful platforms2. Why? Facebook & Privacy3. When something is free, WE are the product
FB Custom Audiences
#8Making Content Work in 2016
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
Promote
Re-Use
Re-Use Promote
Promote
Re-Use
Hub & Spoke
Content Offer
Website CTA’s
SlideShare
Social Media
Blog Articles
YouTube
Seminar
Webinar
#9Strategic Email Marketing
Segmentation Is Key
Channels by ROI
Source: Econsultancy
#10Improve Your Conversion Rate
Conversion Optimisationwill not fix a bad offer.
• No demand• Too expensive• Poor product
Don’t Make Me Think!
Effective Calls to Action
3 Common Approaches to Conversion Optimisation
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
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
Innovative Testing• “Revolutionary change”
• Big changes (but not a new site)
• Big wins (or losses)
• Ideal for low traffic or poor quality websites
Video Engages and Influences
Video Is The Post Type Most Likely To Reach Your Audience On Facebook
Source: http://www.socialbakers.com/
#12 Authenticity
Social Proof Picture of lemmings
Source: Moz.com
Social Proof is Powerful
There are Lots of Ways to Build Trust
Use of Stock Imagery
One last thing…Attribution Modelling
Different for Everyone… But Essential.
The Buyer Journey Is Complex
Thrive By Being Smarter• Understand ROI
for each channel
• Experiment with your current channels
• Try new channels
Senior Consultant [email protected]
Stephen Mumford
Thank YouPh: 1800 981 442
www.thewebshowroom.com.au