GROWTH MARKETING PLAN
FREE SAMPLE: LIFE INSURANCE
BY GROWTH CHANNEL

INSPIRING MARKETERS & STARTUPS WITH
AI ENHANCED MARKETING INTELLIGENCE
2

METHODOLOGY
THIS GROWTH MARKETING PLAN IS BUILT BASED ON THE FOLLOWING SUBMISSION
▸ Industry: Insurance
▸ Priority: Brand awareness
▸ Landing page: https://www.XYZ.com
▸ Monthly marketing budget:
$10,000 - $50,000
▸ Focus on awareness, consideration,
advocate
▸ Primary marketing KPI: Engagement rate
▸ Secondary marketing KPIs: CTR, Leads
▸ Target country: United States of America
▸ Target type: End consumers
3
▸ Demographic profile:
▸ Both genders, 22-65
▸ Home owner
▸ Employed
▸ Interests: Sports, Live events, Movies,
TV, Cooking, Arts, Home & Garden,
Pets, Politics & Social issues, Travel,
Vehicles, Shopping
▸ Main competitors: Ladder, Haven,
PolicyGenius

CONTENTS:
MARKET SITUATION & COMPETITIVE LANDSCAPE - 5
WEBSITE AUDIT - 16
PERSONAS - 20
CUSTOMER DECISION JOURNEY - 23
CAMPAIGN CONSIDERATIONS - 30
TIMELINE - 31
EMAIL SAMPLE WORKFLOW - 32
GROWTH EXPERIMENTS - 33
REPORTING DASHBOARD - 34
BUDGETING - 35
4

MARKET SITUATION & COMPETITIVE LANDSCAPE
ASSESSING YOUR INDUSTRY AND SECTOR OF OPERATIONS
▸ Policy Genius has the highest website
traffic share across the 4 companies
(over 80%). They focus mostly on
organic search.
▸ On the other hand, LadderLife has the
best website engagement across the 4
companies (average session duration,
page views per visit, bounce rate). They
focus on direct, referrals and social
traffic.
▸ XYZ has the least traffic compared to
the 4 companies, but overall good
session duration and bounce rate (2nd
one after LadderLife).
5
XYZ

MARKET SITUATION & COMPETITIVE LANDSCAPE
ASSESSING YOUR INDUSTRY AND SECTOR OF OPERATIONS
6
XYZ
XYZ

MARKET SITUATION & COMPETITIVE LANDSCAPE
COMPETITOR 1: POLICY GENIUS
7
Organic and paid search
keywords dominated by non-
branded terms, often
education-related.
Text ads focus on comparison.

MARKET SITUATION & COMPETITIVE LANDSCAPE
COMPETITOR 1: POLICY GENIUS
8
Backlinks content focuses on persona life
milestones, sponsoring content which provides
educational content to personas, not related to
insurance.
Sweepstakes campaigns are also a part of backlinks.

MARKET SITUATION & COMPETITIVE LANDSCAPE
COMPETITOR 1: POLICY GENIUS
9
Banner ads focus on simplicity.
Colourful to attract user attention online,
square format dominating.

MARKET SITUATION & COMPETITIVE LANDSCAPE
COMPETITOR 1: POLICY GENIUS
10
Includes a calendly link for online
appointment bookings.

MARKET SITUATION & COMPETITIVE LANDSCAPE
COMPETITOR 2: HAVEN LIFE
11

MARKET SITUATION & COMPETITIVE LANDSCAPE
COMPETITOR 2: HAVEN LIFE
12

MARKET SITUATION & COMPETITIVE LANDSCAPE
COMPETITOR 3: LADDER LIFE
13

MARKET SITUATION & COMPETITIVE LANDSCAPE
COMPETITOR 3: LADDER LIFE
14

MARKET SITUATION & COMPETITIVE LANDSCAPE
COMPETITOR 3: LADDER LIFE
15

WEBSITE AUDIT
XYZ
16

WEBSITE AUDIT
XYZ
17

WEBSITE AUDIT
XYZ
18
▸ Your webpage is using inline CSS styles!
▸ Your site either doesn't have a favicon or this has not been referenced
correctly.
▸ Your page uses more than 20 http requests, which can slow down page
loading and negatively impact user experience.
▸ We've found 1 email addresses in your page code. We advise you to
protect email links in a way that hides them from the spam harvesters.
▸ In order to pass this test you must make your email addresses
invisible to email spiders. Note that the best option is to replace
your entire contact mechanism with a contact form and using the
POST method while submitting the form.
▸ Other solutions are listed below:
▸ * replace the at (@) and dot (.) characters
▸ * replace text with images
▸ * use email obfuscators
▸ * hide email addresses using JavaScript or CSS trick
▸ Your webpage doesn't take the advantages of HTML Microdata
specifications in order to markup structured data. View Google's guide for
getting started with microdata.

LET’S BUILD YOUR PERSONAS
MIKE
19
Age: 25 years old
Status: Single
Location: Lives in San Francisco
Occupation: Designer at Google
Education: Bachelor Degree from UCLA
Life events: Bought a studio last year on a mortgage
Interests: Likes sports, watching movies, TV
Preferences:
‣ Travels frequently
‣ Doesn’t own a car, uses Lyft & Uber
‣ Prefers mobile chat & social media for communication
Life insurance:
‣ Is considering life insurance, evaluating different options
‣ Simple & cost effective solution is key

LET’S BUILD YOUR PERSONAS
JANE
20
Age: 40 years old
Status: Divorced
Location: Lives in Austin
Occupation: Real estate agent
Education: College
Life events:
‣ Owns an apartment on the outskirts of the city
‣ Has two dogs, 1 child
Interests: Likes live music events, shopping
Preferences:
‣ Drives a truck
‣ Plans to move to the countryside into a bigger house
‣ Prefers phone & email communication
Life insurance:
‣ Currently on a plan with Policy Genius
‣ Not happy with underwriting process & customer support
provided

LET’S BUILD YOUR PERSONAS
KATE
21
Age: 59 years old
Status: Married
Location: Lives in Nashville
Occupation: Director at Philips
Education: Masters Degree
Life events:
‣ Owns a house in the suburbs
‣ Has a cat
‣ Plans to retire soon
Interests: Likes cooking, art, home & garden
Preferences:
‣ Enjoys spending time with grandchildren
‣ Prefers phone & email communication
Life insurance:
‣ Currently on a plan with LadderLife, not looking for an
alternative
‣ Security, professionalism & communication are important
elements

CUSTOMER DECISION JOURNEY
MAPPING YOUR CUSTOMERS JOURNEY
22
▸ Priority: Brand awareness
▸ Focus steps: Awareness, Consideration, Advocate
Before a user heard
of your brand
A user learns more
about your brand
A user seeks
information about
your brand
A user completed a
purchase
User retention
User promotion,
referrals and
affiliation

CUSTOMER DECISION JOURNEY
MIKE’S STRATEGY
23
Complexity: Easy
Targeting
21-35 years old, single or new family, both genders, young family,
new home owners, purchases online & via mobile, likes travel,
sports, TV, movies, music, shopping, recent life events, re-
marketing to website visitors (pricing, blog, calculator, FAQ,
registration), friends of existing social media followers
Remarketing to existing
customers, positive NPS 8+,
have been a customer for 6
months +
Touchpoints
Tech meet-ups, native
advertising, Podcasts, friends
referrals & word of mouth,
TikTok & Instagram, Car show,
sports game sponsorship, video
ads, lifestyle publishers
Location targeted mobile ads for
related events & company
employees, SEO, SEA, review
sites, social media ads, website
chat, Quora, Reddit, Email ads,
FAQ
Email marketing trigger based
workflow, social media channels,
customer events, website portal
Content
Educational materials about life
insurance and related events
(bank loans, house purchase,
new family, etc), infographics,
Giphy campaign
Competitor keywords &
domains (ads), coverage
calculator, AMA sessions,
customer (video) testimonials,
video explainer
Social media contests, referral
leaderboard, loyalty program,
promotional video, surveys
Budget allocation 30-40% 50-60% 10%
KPIs Engagement rate CTR, Conversion rate, Leads Leads

CUSTOMER DECISION JOURNEY
MIKE’S STRATEGY
24
Complexity: Easy
SEA keyword examples n/a
globe life insurance, sunlife,
life insurance companies, mortgage life
insurance, best life insurance, best life
insurance companies, state farm life
insurance, variable life insurance, types
of life insurance, jackson national life
insurance, usaa life insurance…
n/a
Ad / sponsored platforms
examples
moneyunder30.com
millennialmoney.com
thesimpledollar.com
valuepenguin.com
YouTube ads, Snapchat ads,
TikTok ads, Facebook ads
quickquote.com, Gmail, Google Ads,
Google Display Network, Facebook,
Instagram, TikTok, Yahoo ads, Quora ads
Facebook, Instagram,
TikTok, YouTube
Organic platforms examples
Facebook, Instagram, TikTok,
Quora, Reddit, Snapchat,
Podcasts
Website, Blog, Facebook Messenger, Get
A Quote Facebook Tab
Website, Email,
Facebook, Instagram,
TikTok
Content titles, samples &
templates
Snapchat advertisements by
Allianz: “5 Ways to Hide Car
Keys from Your Friend Who
Drank Too Much.",
IF INSURANCE GAME, CIGNA
ADULTING QUIZ, Giphy
campaign, How much life cover
do I really need?
No medical exam life insurance, Is life
insurance worth it, Life insurance cost,
What is a level term insurance policy,
Who needs life insurance, Can a child get
life insurance for a parent, EMAIL:
Welcome to TheZebra.com, Smiles Davis.
Your quotes are here!
EMAILS: 18 States Live!,
Thank you + quick
question, Rate us on
Facebook

CUSTOMER DECISION JOURNEY
JANE’S STRATEGY
25
Complexity: Medium
Targeting
36-55 years old, with family, both genders, looking at home
purchases, likes travel, sports, TV, movies, pets, music, shopping,
art, home & garden activities, recent life events, re-marketing to
website visitors (pricing, blog, calculator, FAQ, registration), friends
of existing social media followers
Remarketing to existing
customers, positive NPS 8+,
have been a customer for 6
months +
Touchpoints
Professional conferences, native
advertising, Podcasts, friends
referrals & word of mouth, video
ads, lifestyle publishers,
billboards, flyers, music event
sponsorship, press releases, TV
Location targeted ads for
company employees, SEO, SEA,
review sites, social media ads,
website chat, Email ads, FAQ,
Email marketing trigger based
workflow, social media channels,
customer events, website portal
Content
Educational materials about life
insurance and related events
(bank loans, house purchase,
new family, etc)
Competitor keywords &
domains (ads), coverage
calculator, customer (video)
testimonials
Loyalty program, surveys, send
holiday greetings, birthday cards
Budget allocation 40-50% 40-50% 10%
KPIs Engagement rate CTR, Conversion rate, Leads Leads

CUSTOMER DECISION JOURNEY 26
SEA keyword examples n/a
protective life insurance, best life
insurance, universal life insurance, life
insurance near me, best life insurance
policy, family life insurance, life insurance
for children, lumico life insurance,
guaranteed life insurance, final expense
life insurance …
n/a
Ad / sponsored platforms
examples
consumerreports.org
https://smartasset.com
https://www.reviews.com
https://www.usnews.com
money.com, YouTube ads,
Facebook video ads, AOL,
newyorklife.com
Gmail (target email ads with users
receiving competitor emails), Google
Ads, Google Display Network, Facebook,
Yahoo ads
Facebook, YouTube
Organic platforms examples Facebook, Podcasts
Website, Blog, Facebook Messenger, Get
A Quote Facebook Tab
Website, Email,
Facebook
Content titles, samples &
templates
Thai Life Insurance’s “Street
Concert”, Be assured, Click to
Insure, StateFarm Facebook ad,
Max NY Life Insurance guerrilla
marketing ad, Financial planning
for new parents
Ladder Facebook ad, Prudential
Facebook ad
EMAILS: 18 States Live!,
Thank you + quick
question, CIGNA 'LIFE
STAGES' LIFEONE®
INSURANCE
CAMPAIGN, Year in
review
Complexity: Medium
JANE’S STRATEGY

CUSTOMER DECISION JOURNEY
KATE’S STRATEGY
27
Complexity: Hard
Targeting
56-65 years old, with family, both genders, likes TV, movies, pets,
art, cooking, home & garden activities, planning for retirement
Remarketing to existing
customers, positive NPS 8+,
have been a customer for 6
months +
Touchpoints
TV, native advertising, friends
referrals & word of mouth,
lifestyle publishers, billboards,
flyers, post mail brochures, press
releases, magazine ads (home &
garden, cooking, senior content)
SEO, SEA, FAQ, phone line,
website, Get a booth at local
fairs, festivals, and events
Email marketing trigger based
workflow, customer events,
website portal
Content
Long term insurance, family
support insurance, articles in
local neighbourhood specific
publications, Retirement
planning
Competitor keywords &
domains (ads), customer (video)
testimonials
Loyalty program, surveys
Budget allocation 60-70% 20-30% 5%
KPIs Calls Conversion rate, Calls, Leads Leads

28
LET’S GET CREATIVE
CAMPAIGN CONSIDERATIONS
Mike
Infographic: Key milestones of being an adult
Game: Plan for your life as an adult
Giphy: My first successes/losses of adulthood
Weekly live AMA on
Facebook
Video series: Why did you
choose Life with XYZ?
Year in review with XYZ
(infographic + video + blog)
“Thank-You” for a referral:
* Credit of X on your Life Cover
policy
* X value premium discount
* Gift card to local merchant
* Monthly and Annual draw to
win vouchers, movie tickets,
gadgets
* Donation to a charity
Jane
Fill in the blank: ____? Be insured
Infographic series: step by step to buying a
first house, mortgage 101, growing a family
Infographic series: why ____
chooses XYZ over ____
28

TIMELINE
WHERE TO START, WHAT TO FOCUS ON
29
▸ Create content:
▸ digital ad copy
▸ email
▸ blog
▸ Update website
▸ Set up email workflow
▸ Set up re-marketing audiences
▸ Initiate campaigns development
▸ Contact media publishers
▸ Join Quora discussions
▸ Join Reddit discussions
REMARKETING >>
SETTING UP PRODUCTION
▸ Develop dedicated advocates'
materials: contest, web portal,
emails, social content
▸ Schedule events:
▸ live AMA sessions on
Facebook
▸ contact external events for
sponsorship
▸ contact external events for
participation & speaking
▸ Set up native advertising
▸ Initiate video production
▸ Update website:
▸ add chat option
▸ add phone number
▸ Blog
▸ FAQ
▸ SEO
CAMPAIGNS - 1
▸ First set of campaigns go
live:
▸ initial tests launched
first, then learn &
iterate
▸ digital: SEA, media
publishers, video,
social, comparison
sites, events, blog
▸ Ongoing monitoring,
responding, reporting &
optimisation
CAMPAIGNS - 2
▸ Second wave of campaigns
go live:
▸ digital: SEA, media
publishers, video,
social, comparison
sites, events, blog, PR
▸ offline: magazines,
brochures, TV, flyers,
events
▸ user-generated
content
▸ Ongoing monitoring,
responding, reporting &
optimisation

EMAIL SAMPLE WORKFLOW
SUBSCRIBED FOR UPDATES
REQUESTED A QUOTE
USED ONLINE CALCULATOR
PARTICIPATED IN ONLINE GAME
ATTENDED EVENT
EMAIL LIST
CLIENT SURVEY INPUT
30
OTHER SUBSCRIPTION SOURCES
monthly newsletters
3 FEATURED EDUCATIONAL
RESOURCES
JOIN LIVE AMA MAIN EDUCATIONAL ARTICLE
GET A QUOTE
SPECIAL OFFER
JOIN LIVE AMA
3 days, no upgrade
3 days, no
upgrade
7 days, no
upgrade
7 days, no
upgrade
3 days, no
upgrade
7 days, no
upgrade
LAST TOUCH BASE
30 days, no
upgrade
POLICY HOLDER
WELCOME
3 FEATURED EDUCATIONAL
RESOURCES
15 days after
REFER FRIENDS
15 days after
2 days after
SHARE YOUR EXPERIENCE

GROWTH EXPERIMENTS
A FEW HACKS TO POWER UP YOUR MARKETING
31
▸ Facebook ads:
▸ Use automation tools such as Zalster
▸ Uncover best converting ads across Facebook, Google, Instagram and YouTube
▸ Save hours on interest targeting research by using AdSlayer (expand on keyword groups and find niche keyword categories)
▸ Add extra layers of niche interest targeting (recommended 5-10 layers)
▸ Apply data layering to exclude more audiences in re-marketing ad sets
▸ Email:
▸ Increase your open rates and CTR with personalised video
▸ Improve signup confirmation rates with Sniper Link Technique
▸ Use Letterwell to find and contact newsletters for ad space
▸ Content:
▸ Get your product reviewed by top bloggers with GetReviewed.org
▸ Discover creative topics & optimise your content headlines with neuro-flash.com
▸ Seed your website with personalised content
▸ Instantly transform your content into unique video, audio, stories & collections
▸ Include a Section on Referrals in Your Welcome Kits; Ask for Referrals When Delivering a Policy
▸ Advocacy:
▸ Easily share, track and reward employees for helping you share company content
▸ Analytics:
▸ Use HitBuilder with Google Analytics to better track conversions with GTM
▸ Get notified when your (custom) link gets clicked

REPORTING DASHBOARD
TRACK & ANALYSE PERFORMANCE
32
Benchmark Actual
Overall:
‣ Customer acquisition cost (CAC)
‣ Number of leads, calls, chats
‣ MoM % lead growth
‣ Customer satisfaction
‣ Churn rate
$30
-
5%
8
-
Website:
‣ Unique visits
‣ Bounce rate
‣ Average session duration
‣ Conversion rate
‣ Organic website visits
-
40%
2 m
3%
-
Email:
‣ Open rate
‣ CTR
‣ Unsubscribe rate
‣ Website traffic from email
31%
4.6%
0.13%
-
Social:
‣ Engagement rate
‣ CTR
‣ Website traffic from social
-
-
-
Referrals:
‣ Website traffic from referrals
‣ Number of active advocates
‣ Number of referred new customers
-
-
-
Benchmark Actual
Ads:
‣ CPC
‣ Conversion rate
‣ CPA
‣ CTR
$2 - $10
5.10% - 1.19%
$81.93 - $56.76
2.91% - 0.52%

REPORTING DASHBOARD
MONTHLY BUDGET
33
In $ USD Budget (low end) Budget (high end) Actual
Paid search $3,000 $8,000
Paid social $1,500 $3,000
Remarketing $1,000 $2,000
Other digital ads $1,000 $2,000
Content production $1,500 $2,000
SEO - $1,000
Sponsorship - $8,000
Special offers $1,000 $2,000
Influencers - $3,000
Affiliates - $3,000
Events - $8,000
Print / offline media $1,000 $8,000

THAT’S A WRAP
▸ That’s it for now. We hope that this marketing plan has brought new insights to
your marketing planning, and you are now better set to start your activations.
▸ As we are still in BETA, any feedback is very valuable for us to continuously
improve our solution! Please complete a short survey, it will just take you a
minute!
▸ https://growthplan.typeform.com/to/CTNxXk
▸ If you have any questions or suggestions, please do not hesitate to contact us
on hello@growthchannel.org
Happy hacking!
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