InsuredTY Digital Marketing Strategy: An Unsuccessful Attempt at Asian Parent Digital Customer Acquisition

Feb 14

Written By Tim Yang

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For months we have unsuccessfully tried to acquire immigrant parents digitally. We have tried Facebook, Google Keywords, Linkedin, Nextdoor, Cold Emails. Below is a list of our channels. We been implementing a diverse digital marketing strategy using paid advertising as a primary TOFU (top of the funnel) channel.

Google Keywords

Google ads employs SEM (Search Engine Marketing) to show people our ads when they are searching for related keywords. Google ads has the advantage of highly correlating ads to user intent and presenting them when a person is actively searching for the solution to a problem. Google also works well with Google Tag manager which provides a wide range of conversion tracking options. Another perk of Google ads is the PPC (pay per click) payment method, which means we only pay for people who actually visit our website.

Facebook Instagram Ads

With Facebook, a social media advertiser, we have seen mixed results. Facebook allows for advanced testing of different copy and visuals which is great for seeing what works and what doesn’t. On the other hand, on Facebook we pay per impression (simply put - how many people see the ad). This means that we may not even get any clicks and still pay a hefty sum. After a long dry spell, this past month we have started seeing results - mostly likely due to: our switch from Term Life to Long Term Care, our improved offers and landing pages, and our optimized and correlated ads.

Linkedin Ads

Advertising on Linkedin is a rather new endeavor for us. While on the surface the numbers looks good with a CPC (Cost per click) that rivals Facebook and Google, we haven’t seen any significant leads yet. This may be largely due to the nature of Linkedin as a professional website where people are looking for job opportunities and B2B interactions.

Our Website:

Website - Squarespace

NextDoor

We have a business page on Nextdoor.

Landing Page Design

Beautiful Landing Pages:

A good landing page is key to conversions and we have done a lot of work on perfecting the flow and design of our landing pages.

Videos and Lead Forms

Recently we have begun experimenting with video ads and a lead generation form. This means people who engage with the ad can provide their information without leaving the platform. This saves time on the development of the landing page.

SEO and Blogging

SEO or search engine optimization is a great way to drive “free” traffic to a website. To put it simply, buy creating content with the correct keywords your site rank higher on search engines such as Google and have a higher chances of being discovered. We have written many blog posts, some of which rank in first place for specific searches.