Einsurance falls under the online insurance quote comparison market. It is not only an online insurance marketplace for the products and services sold by insurance carriers, agencies, and brokers. Einsurance is also a marketplace for ideas. Their writers, researchers, and industry experts all work together to inform consumers about financial risk management. Whether you’re buying your first car insurance policy or finding health insurance for your new family, Einsurance provides information that is relevant to your choice. Einsurance is proud to be owned and operated by eINSURE Services, Inc.
“Navigating the social media marketing world is a daunting task. It’s even tougher to find a team that can effectively spur engagement, and increase a firm’s customer base. Volt Digital, led by Christian, has done just that. The diligence, creativity and ability to analyze and react to the market, displayed by Volt Digital, has truly made social media an integral part of our company’s overall marketing strategy.”
– Dale Williams, COO at Einsurance
Einsurance reached out to the team here at Volt Digital seeking a social media manager and marketer. Their main goal was to utilize social media in order to increase awareness of their website, and ultimately drive customers to the page. Einsurance was lacking engagement on their social platforms, specifically Facebook, and asked if we could implement a strategy that would increase activity on the page. After speaking with Dale, COO of Einsurance, we constructed a plan that was meant to do exactly that. The ad spend budget for them is on the lower side, so we had to figure out the most efficient way to use the monthly cost.
As mentioned above, the allowed monthly ad spend given to us resides on the lower end of the spectrum. To satisfy their goals of boosted engagement and increased traffic to the website, we decided that the ad spend would be allocated for boosting page posts. In order to meet our client’s goals, we needed to set some of our own. We mapped out a set of SMART (specific, measurable, achievable, relevant, time specific) goals that were meant to be achieved within the first 3-month contract. Some of these include: increase in social referrals by 25%, 30 comments, 35 likes, and 10 shares per month. These goals were easily met by the team at Volt, and we proceeded with our strategy in hopes to exceed each goal.
In order to meet both of our goals, we decided that the best route of action was to create a content calendar tailored for user engagement. Each day (M-F) we assigned a certain type of post to be created and then boosted to reach the target audience.
Monday – Get personal with the customers. This is done through relatable photos about the start of the week either in quote + photo form or a meme. Tuesday – Educational posts. This includes original or curated, up-to-date blog posts. Wednesday – Provide value through an infographic or picture with a fact pertaining to it. Thursday – Ask questions in hopes for people to comment and engage heavily. This involves asking for a story, a thought or opinion, or a caption contest. Friday – Similar to Monday, connect with the audience through memes regarding: ‘TGIF,’ the weekend, and weekend festivities. In addition to the content calendar, we implemented daily themed posts that included: celebrities who insure their body parts, and the average monthly cost of insurance by state.
It has been over 6 months since Einsurance hired us, and we are still using this same strategy. Why? Because it works! Over the course of this job, we tampered with video ads, page ‘like’ campaigns, and lead ads. Due to the type of company Einsurance is and its industry, we were not seeing the tangible results that were available through the content marketing strategy. The process took about 2 months before we were able to dial down the type of posts and media needed to increase page activity. Now, we are seeing the best metrics yet, and continuing with our strategy is still the best course of action.
Original Content Examples
Results: January 2017 – June 2017
After a couple months of utilizing the content calendar, we were able to pick up on certain trends and types of posts that resonated best with the targeted audience. Now, we are reaching upwards of 140 comments per month, as opposed to the 5-6 comments that they were receiving before hiring us.
In addition to the increased engagement on the Facebook page, we are averaging a 3,000-5,000 increase in traffic to the website in comparison to 2016. Social referrals in June 2016 was 46, and 306 in June 2017! The metrics are progressively rising each month. We could not be happier to bring these results to our client, and they are more than satisfied with the work we have been performing.