Family Financial Empowerment
A brand new indexed life insurance agency needed to generate leads for their business.
Indexed Universal Life Insurance, a financial product.
Challenges
Life Insurance, a complicated product:
Life insurance is hard to understand as it is very conditional and intricate. We needed to find a way to both get attention from our market & educate them on the product in steps.
Effective Funnel Strategy
A funnel that chronologically walked the target from totally “unaware” to “solution-aware” and retargeted those who watched and engaged was key.
Creatives That Convert:
Each video script had 7 hooks to assist us in determining an angle that appealed most to the target audience. The winning angle has been “Be Your Own Bank”. Together with education content and propositioning key benefits, we were able to generate leads consistently.
Content Strategy 📽️📝
Content Strategy 📽️📝
The Funnel
As discussed previously, here are some of my top-performing creatives that practiced moving a viewer through the consumer awareness stages—ending in a conversion.
Video#1 Objective:
Capture attention, allow the prospect to acknowledge they have a “problem” and walk them through the product A-Z.
Video#2 Objective:
Educate the prospect that IUL (the product) is the best solution to their problem. While shooting down competing solutions.
Video#3 Objective:
Educate prospects that made their mind up on IUL but still need to pick an agency. In other words to position the client, FFE as their best option.
RESULTS 📈💸💸
RESULTS 📈💸💸
Summary of Results
At an average sale per prospect of $5.2k. I was able to deliver a 35x Return of Ad Spend.
Total Leads: 367
Cost Per Lead: $11
Ad Spend to date: $4,353
Closing Rate: 8.6%