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.

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

4. #1
Mobile (Equal) First

5. Mobile Dominates
Media Consumer Survey 2015
Australian media and digital
preferences – 4th edition

6. In 2015 time spent on Smartphones grew by 22%
while time on desktops and tablets fell.
Time Spent On Mobile Has Exploded
Source: comScore

7. Percentage Of Desktop vs Mobile
Website Visits In Key Industries
Source: Adobe.com

8. • Google prioritises
mobile friendly
websites for mobile
search.
Mobile Is Vital For Organic Search
Source: Moovweb

9. • Prediction: 70% of
Digital Ad spend will
go to mobile by 2019.
Mobile Digital Ad Spend
Source: eMarketer

10. Optimise for mobile

11. Which Device Matters?

12. #2
Do SEO In A 2016 Way

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.

14. RankBrain: 3rd Most Important Signal

15. 2016: Result Pages

16. #3
A Lot Has Changed in AdWords

17. Cost per Click: Increasing
Complexity: Increasing
Competition: Increasing

18. Non branded

19. Non branded

20. Strategy

21. Bid On Your Brand
Snippets
Link Extensions

22. Strategy

23. PPC: Protect Your Brand!

24. #4
Use Squeeze Pages

25. Squeeze Pages: Better ROI

26. #5
Remarketing

27. Basic Remarketing / Retargeting

28. Advanced Remarketing / Retargeting
Source: AdRoll
Source: Marin Software

29. Source: AdRoll
Cross Device, Cross Platform
Conversions 20% higher when
campaigns are run cross
platform

30. Remarketing Lists for Search Ads

31. Customer Match

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

33. #6
Build Buyer Personas

34. Who are the best people to
attract and influence?

35. Create Buyer Personas
For Your Business
Goals
Motivations
Objections
Challenges
Job
Age
Location
Gender

37. #7
Social Media

38. 1. One of the most sophisticated, powerful platforms
2. Why? Facebook & Privacy
3. When something is free, WE are the product
More on this later….

39. FB Custom Audiences

40. #8
Making Content Work in 2016

41. Persona =

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

43. Promote
Re-Use
Re-Use Promote
Promote
Re-Use
Hub &
Spoke
Content Offer

44. Website
CTA’s
Slide
Share
Email
Social
Media
Blog
Articles
YouTube
Seminar
Webinar

45. #9
Strategic Email Marketing

46. Segmentation Is Key

47. Channels by ROI
Source: Econsultancy

48. #10
Improve Your Conversion Rate

49. Conversion Optimisation
will not fix a bad offer.
• No demand
• Too expensive
• Poor product

50. Don’t Make Me Think!

51. Effective Calls to Action

52. 3 Common Approaches to
Conversion Optimisation

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

56. #11
Video

57. Video Engages and Influences

58. Video Is The Post Type Most Likely To
Reach Your Audience On Facebook
Source: http://www.socialbakers.com/

59. #12
Authenticity

60. Social Proof
 Picture of lemmings
Source: Moz.com
Social Proof is Powerful

61. There are Lots of Ways to Build Trust

62. Use of Stock Imagery

63. One last thing…
Attribution Modelling

64. Different for Everyone… But Essential.

65. The Buyer Journey Is Complex

66. Thrive By Being Smarter
• Understand ROI
for each channel
• Experiment with
your current
channels
• Try new channels

67. Senior Consultant
smumford@thewebshowroom.com.au
Stephen Mumford
Thank You
Ph: 1800 981 442
www.thewebshowroom.com.au