Insurance is a topic that most young adults are not interested in. They want to spend as little time as possible thinking about life insurance because after all they are still young, active and healthy. Perception of the insurance industry is another hurdle that must be overcome but at the same time, it provides insurers with the opportunity to create a big impact through creativity and innovation.
Retailers understand the importance of insurance marketing campaigns. They use catchphrases that stick to your mind and helps in the process of recall when you are in a physical store. How about insurance companies? Consumers are unaware of which insurance brands supply their health and life plans. According to a 2016 survey made by PolicyGenius, consumers do not even understand the meaning of deductibles and how it relates to their cover.
The insurance industry is highly competitive and the desire to improve recall is only one of the reasons why there is a lot of content online. Insurance is not a popular product for the millennial generation like Nike or Adidas, but insurers can create engagement. People do not necessarily consider insurance as important but when they need it, they will surely make a search online. They will make a shortlist of two or three insurance firms and your company must be on the top three.
This is the reason why Geico never stops reminding consumers that “15 minutes could save you 15% or more on car insurance” to improve recall. Insurance companies also love jingles. An example is the long running “Nationwide is on your side” that took a new life with NFL’s superstar Peyton Manning’s involvement. Nationwide made sure to take advantage of viral content that generated 20 million organic impressions from shares in Facebook and Twitter. Nationwide also generated $42.9 billion in total sales across its product lines.
It is critical for insurers to know the most effective insurance marketing campaigns to gain a market share in the highly competitive industry. When consumers require insurance, they turn to the web and end up with websites that provide the information they need to make a purchase decision. It pays to have content that will answer all the most common questions on the consumer’s mind.