Speaking with a human-being has always been a critical element to buying insurance. Whether it’s life, home, automotive, or health insurance, a real-life conversation is likely to happen at some point along the customer journey. Why is that?
There’s often a lot to consider when buying insurance. Put your insurance shopper hat on. You’re unique. Your life and needs are not the same as your friends, co-workers, or even your favorite barista. A spoken conversation with an agent is the best way to get quick answers to your personal questions before making a financial commitment to a complex service.
As an insurance marketer, it’s important to recognize that while most insurance shoppers research insurance online, only 25% follow through with buying online. Conversation matters. And what better way to create a conversation than by leveraging your digital marketing to drive more calls to your agents?
There’s a lot to learn, but let’s start with Facebook. After all, Facebook is predominantly accessed by smartphone users, which makes Facebook a great platform for quickly connecting insurance shoppers with your agents. Here’s how.
The first step to driving conversations is by getting your mobile News Feed ads in front of smartphone users. Yes, a desktop user can call by another device at another point, but a smartphone user can call right away during the same experience.
Do you know who else is more likely to call? Someone that has already shown interest in your services. Think of this audience as low-hanging fruit that’s within reach. Retarget consumers who have previously called you from your site or mobile app. They’ve already shown a desire to call – so show them ads that encourage them to re-engage by calling.
Once you’ve found a targeting strategy that drives calls, expand your reach by targeting new audiences that resemble customers who have called you in the past. These are lookalike audiences. These people look like your ideal customers. You can even take it one step further and try adding these targeting options to help drive calls from insurance shoppers:
How do you get a Facebook user to start thinking about insurance? How does an ad spark action? You won’t know until you test, but one thing is clear: the most effective way to drive calls from Facebook advertising is to first drive visits to your website where you can encourage them to call. But how do you stop someone from scrolling through their Facebook News Feed so they’ll click on your ad? Here are some ideas:
As mentioned earlier, it’s likely that you will drive your calls from your Facebook audience once you get them to click through to your landing page. While these tips might sound like a broken record, it’s critical that you don’t skip out on them as they will help you improve your conversion rates.
We’ve only broken the surface in terms of the vast ways you can drive phone conversations from Facebook. The next step is learning how to use call tracking technology to track and understand the effect of phone calls from your digital marketing.
According to J.D. Power, nearly 75% of online insurance shoppers purchase offline by calling.
Study after study proves it: calls are the most popular way insurance shoppers engage. And those calls convert to revenue 10x more than online leads. It’s why insurance marketers can’t optimize digital advertising ROI and generate the most customers if they can’t optimize these valuable inbound calls.
Check out our ebook “The Secret to Insurance Marketing ROI: Inbound Calls” to gain top strategies for insurance marketers to generate more policies and revenue by driving more calls and better outcomes from digital advertising.
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