Client Overview

An insurance agency located in Phoenix, Arizona, specializing in personal and commercial insurance ​products, sought to improve their customer engagement and increase conversion rates through ​targeted digital marketing efforts.

Challenge

The insurance agency was facing challenges with effectively capturing and converting leads ​through their online marketing channels. They noticed disparities in the performance of their ​different advertising sources and wanted to optimize their approach to maximize returns.

Objectives

The objectives set for the project were to:

• Increase the effectiveness of online advertising channels in generating qualified leads.
  
• Enhance customer engagement as evidenced by call duration and conversion rates.
  
• Optimize the mix of marketing channels to achieve a lower cost per lead and higher ROI.
  

Strategy

Our strategic approach focused on data-driven optimizations and targeted customer interaction enhancements:

1. Optimizing Call Sources:
   
• Analyzed performance data from different call sources, noting that Google Paid ads were the most effective, generating 71% of total calls.
  
• Increased investment in Google Paid ads while refining targeting criteria to attract more qualified leads.
  
2. Improving Engagement Metrics:
   
• Implemented training sessions for staff to improve call handling, aiming to increase the average call duration, especially from high-performing ​sources like Twitter where calls lasted over 20 minutes on average.
  
• Developed scripts and protocols to better address customer questions and convert inquiries into policies.
  
3. Enhancing Customer Retention:
   
• Introduced a follow-up system for new inquiries to convert first-time callers into repeat callers, noting that repeat callers constituted 70% of ​total calls, indicating high potential for retention strategies.
  
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Results

The implementation of these targeted strategies over a quarter led to significant improvements:

• Source Efficiency: A refined focus on Google Paid increased overall call volume by 15% and improved the quality of leads.
  
• Customer Engagement: Average call duration increased, particularly from Twitter and Google Paid sources, indicating higher customer ​engagement.
  
• Conversion Rates: The number of repeat callers increased, and the agency saw a 10% increase in policy conversions from phone inquiries.
  

How We Can Help Your Business

If your business is looking to enhance its digital marketing strategies and improve both lead generation and customer retention, our services​ can offer customized solutions.

Contact​ ​us to learn how we can help you achieve better results with our proven methods in digital marketing optimization.