SignOn Leadz helps tracking ROI from Facebook & other social media Campaigns

Insurance
10 February 2020
#Insurance #DigitalMarketing #Analytics

About Client

An Insurance company which is one of the best insurers who also provides services in employee benefits and annuities. The company is headquartered in the south of India and plans to expand its market outside India soon to make a difference in the Insurance sector with customer engagement and conversions on top of their objective.

Problem statement

The client was running Facebook campaigns & the investment ROI couldn't be measured accurately. This was impacting the marketing spend and the follow through of customers being acquired from that source. Because of this they could not get more in-depth insights into their consumers and their behaviours in order to feed into future initiatives, campaigns or strategy.

Solutions

Social Media Customers are the most valuable to any brand as they are your brand promoters. The essence of Social media is a strong community who rallies behind the brand. SignOn mapped the entire digital journey to arrive at the right workflow that suited the customer. The following are the solutions presented and worked towards:

  • Creating the right digital campaign, by tweaking the audience and matching the content to the audience. The right strategy helped in increasing the qualified leads and conversion.

  • Facebook Pixels was integrated to retarget customers and separate content was used for repeat visitors.

  • Facebook Ads Manager and the Facebook Analytics dashboard was calibrated to drive the right outcomes, To analyze the effectiveness of conversion funnel and later on, calculated the return on ad investment. It also helped refine the custom audiences for ad optimization and dynamic ad campaigns.

  • A/B testing to increase the efficiency of each campaign before the right campaign was invested in. This not only helped in reducing the bounce rate on the landing pages but also increased the post share and views. This is one of the most effective ways of creating content that converts more visitors into buyers and achieve higher values for your products or services.

Configuration and Deployment timeline - 2.5 Months Study, 4 Months Deployment, 2 Months Transition Time to Go Live- 7 Months from Contract

Results

More in depth insights of customers were able to be drawn using various digital strategies that gave out promising ROI that could be measured and acquire more leads that were later on more likely to be converted to customers. The results were tremendous:

  • 40% Increase in ROI from Facebook Ads
  • Bounce rate reduced by 22% which resulted in better customer engagement.

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Synopsis

Automation and Analytics are the holy grail of SignOn, primarily focusing on problem solving.

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