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.

Challenge

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.

Solution

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.

Niche Content

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.

Social Diversity

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.

Timely Content

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.

Responsive Strategies

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.

Niche Content

Social Diversity

Timely Content

Responsive Strategies

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.

Results

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%

Organization:

Markel Specialty Insurance

Industry:

Finance & Banking

Services Rendered:

Digital Advertising & Paid Search

Digital Marketing

Digital Strategy