4 Hot Mobile Strategies to Boost Your Insurance Marketing
Mobile marketing is taking over in every industry, and insurance is certainly no exception. More insurance consumers are spending time on their mobile devices conducting research, watching videos, comparing quotes, and making decisions. Mobile is a crucial channel to reach today’s mobile consumers to drive awareness and ultimately conversions for your brand.
Here are some statistics on the state of mobile in the insurance industry:
- 40% of insurance research time was spent on mobile devices (xAd)
- 25% of insurance shoppers use only their smartphones (xAd)
- 60% of mobile shoppers find it important to be able to call an insurance company during the purchase process (Google)
As technology advances, there are more ways to reach today’s mobile consumers to target them at different stages of research and provide exceptional experiences to ensure your brand stays top of mind.
1. Use Video Marketing to Engage Your Audience
Video today represents 67% of all Internet traffic, and by 2019, it is expected to represent 90%. Video is a powerful marketing tool, especially for mobile users who can watch video content on the go as compared to reading pages of content.
Consider the following statistics about how video can make a powerful impact for your brands marketing goals (Source: American Agents Alliance):
- YouTube is the second most used search engine in the world
- One-third of all online activity is spent watching video
- Three-fourths of video viewers visit the business’ website after watching one of their videos
- When videos are included in emails, click-through rates increase by 200-300% and opt-out rates decline by 75%
- Only 20% of website visitors read the entire page content on a website, but a 80% watch videos from start to finish
- It’s 50x’s easier to get a page-one ranking on Google when a video is included on a website
- Video improves brand association by 139% and purchase intent by 97%
There are numerous ways you can use video to engage new prospects and create brand loyalty among your current customers. While there are numerous types of videos you can create, here’s a look at a few ideas to help you get started.
- Client Testimonials. These don’t have to be super professional or scripted – your audience is looking for real testimonials. Rather talking about how great your company is, ask questions to try and solicit responses that will help overcome specific objections of your prospects.
- Frequently Asked Questions. Establish your agency as a concerned brand who cares about its customers and as a place they can freely go to for answers.
- Educational Videos. Educate your audience on the importance of getting insured, provide safety tips, create “welcome aboard” videos for your new customers. Anything to showcase your brand as a leading authority will go a long way in establishing confidence yourself as a trusted advisor.
2. Optimize Your Website for Mobile
Be sure your website is mobile-responsive and pay attention to the loading time of your pages. According to Gartner, 43% of customers are unlikely to return to a mobile site that loads slowly and 74% of mobile site visitors wait up to 5 seconds, but 60% wait less than 3 seconds and never return.
Last year Google announced that it will rank mobile-optimized sites higher in search results. Sites that work well on a mobile device should get a “significant” boost over other sites who are not mobile-friendly, Google says. If you have put the time and effort into creating a great website, be sure you don’t fall off the radar with new prospects by not getting found in search.
3. Mobile Apps
Mobile apps are not new, but keeping up with demanding consumers means your app needs to be up to par. Roughly 78% of companies now offer consumers the ability to report claims online, and 79% offer that capability via a mobile device (Insurance Journal).
Consumers want convenience and access to their information wherever they are and your app should serve a variety of roles. In addition to “standard” content customers can find in a mobile app—such as their policy number or payment due date— apps are becoming more sophisticated in the types of features they offer. For example, if a customer is unsure of what type of policy they need, mobile apps can offer “e-advice” for personal insurance plans. Or if a customer gets into a car accident, apps can provide an easy way to file claims, contact roadside assistance, or offer step-by-step instructions on what to do in an accident.Apps can even use location-based services to track where an accident took place or provide services to locate and contact an auto repair shop. Your mobile app should provide convenience, enhance the brand experience and be seen as a direct link to your company wherever and whenever your customers need you.
4. Add Personalization to Your Mobile Email Messages
67.2% of consumers now use a smartphone to check their email, according to research by BlueHornet. Be sure your emails are mobile-optimized and use personalization to make every campaign count. Personalized emails improve click-through rate by an average of 14% and conversions by 10% (Aberdeen).
According to a report by the Relevancy Group, when consumers were asked about they disliked most about receiving email messages on their phones, 39% responded that the emails were not relevant. (And keeping in line with the importance of being mobile optimized, 32% stated that the email was too small to read and interact with and 26% stated that, “when I click through it’s too hard to see their full web-site on my mobile phone”).
If you don’t have the data you need to send personalized email offers, consider using a third-party data source to append your prospect records. Common types of data that can be added for personalization include demographics such as full name, age, home ownership, occupation, gender, estimated income, credit card, language spoken, hobbies, purchase behavior, and lifestyle interests. Auto insurance providers should also consider specialty auto data on VINs (including make, model, year) or data on consumers who have just bought/sold a car or privately listed a car for sale. Life and property insurance agents should consider new mover data.
In nearly every industry, shoppers have come to expect a fully interactive mobile experience that offers easy access to product information on any device. This means mobile-first design and mobile optimized experiences for insurance agents who want to maintain and enhance their competitive advantage.