Social Advertising for Insurance
Markel Specialty Insurance
Markel Specialty is a leader in providing insurance solutions for small business owners, professionals, powersports, specialty properties, events and weddings and much more. Markel Specialty Insurance trusted Ascedia to increase website traffic and build Markel's brand as a premier niche insurance coverage provider.
Markel had to promote motorcycle, bicycle, boat, ATV and wedding insurance. With so many large players in the insurance market, Markel’s Google AdWords budget was not faring well. Rather than simply increase budget, Ascedia shifted spend to compete differently and stand out against the insurance giants.
Extensive research and user personas documented visitor engagement with insurance brands. A new approach would leverage social networks in addition to Google AdWords to drive leads.
Targeted posts and compelling ads were built to promote content to niche audiences interested in motorcycles, bicycles, boating, ATVs, and weddings. Boosted posts that requested answers to activity relevant questions drove high interaction.
A multifaceted strategy with different nuances engaged potential clients on multiple social networks. Facebook and Pinterest were leveraged, but also alternative networks like Stumbleupon were explored. Customized reporting was developed to collect and analyze user behavior across these networks.
Educational and inspirational pieces were developed based on trending activities, topics, and seasonal needs. Ads and social posts brought in traffic with well-crafted call to action "tie-ins" for insurance quotes.
After discovering the majority of Facebook leads were generated on mobile devices, content, ads and graphics were refined to amplify results from visitors in mobile contexts.
Markel Specialty Insurance saw quite a boost in results across social and paid search advertising.
Motorcycle Insurance referrals increased over 260%
109% increase in Event Insurance referrals
144% increase in Motorcycle Insurance conversions
Off-Road Insurance conversions up 152%
Digital Advertising & Paid Search