Ancoria Insurance is an industry-leading company with over 35 years of experience, specializing in financial planning through life insurance policies for individuals and occupational pension schemes for corporations. The problem was that Ancoria had limited digital presence, so it was very hard for potential customers to discover the company and learn more about its services.
After auditing existing digital marketing activities, the main objectives of the integrated marketing strategy were clear; to create and increase brand awareness across all target audiences through strong and consistent digital media presence, and introduce/strengthen a digital customer acquisition method. The company’s website was another digital channel to be utilized meaningfully by increasing traffic, average session duration, and reduce bounce rate.
The stepping stone towards the achievement of the marketing objectives was to design an integrated marketing strategy that could combine and include everything given a finite budget and very limited previous digital presence. Crucial aspects of the strategy included choosing the best digital channels, allocating the finite resources according to the strategy, identifying the best use of each channel and deploying the most effective tactics rather than a traditional “one size fits all” approach.
Through the use of an innovative content strategy, each digital channel shared content that resonated with the audience consistently [see picture 1], with a primary focus on educating the audience by providing financial tips and information about Ancoria’s services subtly and in an amusing way. Marketing funnels were also utilized in fulfilling the customer acquisition goal of Ancoria through a website inquiry form. [see picture 2] Top-of-the-funnel B2B and B2C activities were carried out such as product/service awareness campaigns that trickled down the funnel to result in increased website visitors, online inquiries, and finally conversions.