How to create insurance advertising that sells
By Sales Communications Writer Jamie Sylvian
Nudge has created multi million pound online and offline marketing campaigns for financial publications in the UK, Asia and United Kingdom, creating sales communications for both Government and Private Sector clients. Here in short are the most important things we have learned about selling insurance online. Each one can be adopted by your marketing team too.
- Clear & Focused Message: Running an advert that sends people directly to your general website reduces lead generation dramatically. When a customer is looking for insurance, they are generally looking for ONE type of insurance i.e car, life, home, business. By sending them to a dedicated page for that product you maximise your chances of a registration for more information, thus opening up the conversation with the customer. Be clear and concise in your website headline.
- The Value of Segmentation: By directing people to specific landing pages based on their industry, demographic or insurance need you open up a whoe array of marketing opportunities. You take control of the marketing flow and can lead your readergently through the process from enquiry to sale.
- Create Landing Pages: Landing pages give you the power to create advertising tests to find out what works. By testing headlines and offers you fine tune your marketing so that advertising budgsters are spent in the right place to maximise ROI.
- Call Out to Your Market: When you call out to your market, you connect with them much faster than you will on your standard web page. For example, using a dedicated page for commercial van insurance allows you to talk directly to van owners. You can personalise the message to their specific needs. This creates a much stronger sales message that can be followed up with carefully focused emails to consolidate and close the sale.
- Agitate a Problem: Understanding why your visitor is on your site allows you to identify their problem. Highlight the problem, agitate it andshow how there is an answer, provided by your company, then offer the solution that your company can provide.
- Emapthise with the problem: In follow up emails, make sure each email focuses on one problem. Don’t just send a sales email and hope for the best. Empathise with their problem, discuss why what they are doing now isn’t working, then tell them your solution.
- Tell Them What DOES Work: and provide a link in bright blue or red for them them to read more to find out why and how it can work for them.
- Be Very Clear on The Next Action You Want Them to Take: Your readers attention is miniscule. Use visual clues like red arrows and colourful happy images of users that will resonate with them and lead them to the next action ou require, to click through to your sales page or request a quote.
- Brevity. To start the conversation you do not need to bother your prospect with large chunks of text and imagery. They do not care at this stage about your history, company or other products. Therefore, keep them focused with short messages that connects them directly and only to the reason they are on your website.
- Market Differentiation: In such a crowded market, your dedicated page has a lot of work to do. By making a single, large promise, be it service or price, you must point out the main benefit for your customer and in their perception at least, sets your company apart. This is the hook. Make ONE promise
- Segmentation: Done right, your market self segments simply by choosing which promise important to them, allowing you to focus each customer on key points in the sales funnel and follow up emails.
- Accounting for Age: Not all computer users are equal. While younger uses flit around a website with ease, older users tend to look at a page and expect to see the key information right in front of them. Without that, they click away.For many insurance sales strategies that is a dilema. By segmenting your target market and leading them to simple pages that gives them exactly the information they need, you solve this problem.
- Brand Consistency: By creating your dedicated pages using similar branding and layout, you create a positive feeling in returning visitors, even if they are actually coming to a new page for a new service. When they see familiarity, know exactly what to expect you smooth the flow of the sales process dramatically.
- Create Commonality: in text and imagery consider the type of person you are talking to and use appropriate imagery and terminolgy. A builder will respond to different images and wording than say, a Chief Financial Officer, regardless of whether they are considering Insurance for work or home. Consider your target and use appropriate imagery that connects them to the product you are selling.
- Stay on Top of User Experience: Just a few years ago, your customers saw your ad in the papers, then TV, then the internet o a desktop computer.. Nowadays your message is more likely to be seen on a smartphone than the TV or radio. Considering your market age group, are your fonts clear enough and large enough to make the reading experience a positive one? Expecting a smartphone reader to pinch and magnify your email to read your message won’t work. Make sure your presentation works across all devices.
- Use Video: Todays teenagers are tomorrows Managers & business owners. As they use smartphones for most communications and bandwith considertions lessen over time, trial the use of short, sharp videos to get your message across without the need for long text copy. Carefull prepared scripts can deliver a message perfectly well, at least to the lead generation point.
- Empower Your Marketing Team: With a landing page strategy you empower your marketing team to try new ideas while maintaining control over budgets. A breakthrough marketing idea could be just one ‘hunch’ away. Use landing pages to let your marketing team test their hunch under controlled conditions.