Boost Insurance Campaign Results Midyear With These Proven Tips
In the fast-moving insurance space, your midyear marketing check-up isn’t optional. From rising digital competition to new consumer expectations, now is the perfect time to reassess what’s working, and what isn’t.
AUDIT YOUR CAMPAIGN PERFORMANCE
Have policy conversions slowed? Is your CTR holding steady? Use Q1 and Q2 analytics to spot gaps and wins that will inform your future marketing efforts.
REFRESH YOUR MEDIA MIX
Explore channels like Reddit, OTT streaming, and DOOH displays for more targeted, flexible placements. With no long-term commitments, these offer test-and-learn agility.
Advantages of Reddit:
- A large percentage of Reddit users are not on other social media; using this channel extends your reach into untapped audiences
- A range of ad formats, from standard display ads to video and carousel formats
- A unique community-driven environment with powerful sub-niche targeting opportunities, for conversations about auto, homeowners, and renters insurance
- Targeting tools that enable brands to reach users based on interests, location, device, and engagement history
Advantages of OTT streaming:
- Highly targeted ad placements across digital platforms, including podcasts
- Reaches target audiences based on real-time listening behavior
Advantages of DOOH displays:
- Uses mobile and behavioral data for location- and audience-specific targeting
- When someone passes a digital billboard or kiosk, their mobile device can be anonymously recognized, allowing for retargeting with relevant ads and video content across other digital platforms
- Real-time optimization based on triggers like weather or traffic
ADJUST FOR SEO SHIFTS
Traditional SEO has taken a hit: AI Overviews are crowding the search engine results page, and zero-click searches are on the rise. Consider: Are your web pages optimized with schema mark-ups? Are you using reviews, Google business listings, and Wikipedia to future-proof your AI SEO strategy?
What Else Can You Do?
- Update your web pages regularly to make sure information is accurate/current.
- Align keywords to real-world searches, including voice queries, which tend to be more conversational.
- Write for both AI and humans, answering common questions.
- Audit your brand regularly by asking AI why people should work with your brand.
EMBRACE MICRO-INFLUENCERS
Whether they are local agents or community-focused voices, influencers drive trust and interest.
Why Align With an Influencer?
- People are following influencers two or three times more frequently than brands, indicating a powerful shift in consumer trust and attention.
- Working with micro influencers in your geographical area can unlock highly engaged, localized audiences, maximizing your campaign’s relevance and impact.
- Over 60% of Gen Z and millennials are following influencers. These are key consumer demographics with significant purchasing power.
- Influencer campaigns provide an invaluable direct line to your audience through real-time comments.
DOUBLE DOWN ON EDUCATION
Are your digital touchpoints helping consumers and agents understand coverage types or claim processes? Update evergreen content for clarity and voice search.
MANAGE YOUR REPUTATION PROACTIVELY
Trust is everything in insurance, and client reviews often form the first impression. Even one or two low-rated locations can have a ripple effect. LIGHTSTREAM helps insurance marketers boost review volume with frontline contests, signage, and QR-enabled tools that make it easy for happy clients to share their stories. Incentivizing participation internally helps lift underperforming locations and gives customers a voice, one five-star review at a time. Reputation management can be done manually or with automated tools, if you prefer that approach.
The insurance buyer journey is evolving. Let’s align your marketing strategy for better performance. Contact LIGHTSTREAM today.
