Post by account_disabled on Dec 23, 2023 10:09:58 GMT
On the one hand, a basic component: when you search for “BienAssuré” or “BienAssuré retirement insurance”, you must find their offer. But on the other hand (and this is both the difficulty but also the main leverage effect of online business efficiency) it is necessary that when someone searches for “retirement insurance” (without a brand), they easily find the BienAssured offer. Otherwise, it will be very difficult for BienAssuré to monetize its online presence, its digital investments and to find new customers. Online competition, and it is measured quite easily (there are several tools (more or less reliable) to do so), is the ease or difficulty that an offer (i e a page on a site) could have to make yourself visible, that is to say appear in the first results of search engines.
It is for this reason that SEO (so-called “natural” referencing) and inbound marketing (ability to make Email Data ourselves visible to those who do not know us through content) have taken a significant place in marketing budgets. Social media is good. In terms of image, notoriety... social networks are good. In terms of tangible, measurable business results… that remains to be seen. All recent studies (Harvard Business Review, American Marketing Association, etc.) show that the business ROI of social networks is very disappointing, even if investments are increasing. It is also true that what happens on social networks is more difficult to follow and measure. Advertising, especially Google Adwords, is good, but it can quickly become very expensive. I don't know what the acquisition cost and the conversion rate are in insurance, but today, Google recommends, for example, a cost per click of more than €9 for “auto insurance”.
In addition, advertisements have a real limit: the campaign effect. Either we make the decision and assume the corresponding budget, to be present via advertising 24/7 and 365 days a year; or we run campaigns. The problem with a campaign is that as soon as you stop it, the offer is no longer visible. Of course we can hope to remain “top of mind”, but I tend to think that this applies more to a TV campaign than to a Google Ads campaign. The advantage of SEO is that if it is done well, the offer can remain visible and accessible for a long time. In addition, according to the latest studies, published at the beginning of 2018, natural referencing remains on average 51% of a site's incoming traffic with a gap of 30% to more than 80%. Have you ever wondered if your site's SEO is well done? Being well referenced does not mean finding yourself when you are looking for yourself, it is finding yourself when you are not looking for yourself.
It is for this reason that SEO (so-called “natural” referencing) and inbound marketing (ability to make Email Data ourselves visible to those who do not know us through content) have taken a significant place in marketing budgets. Social media is good. In terms of image, notoriety... social networks are good. In terms of tangible, measurable business results… that remains to be seen. All recent studies (Harvard Business Review, American Marketing Association, etc.) show that the business ROI of social networks is very disappointing, even if investments are increasing. It is also true that what happens on social networks is more difficult to follow and measure. Advertising, especially Google Adwords, is good, but it can quickly become very expensive. I don't know what the acquisition cost and the conversion rate are in insurance, but today, Google recommends, for example, a cost per click of more than €9 for “auto insurance”.
In addition, advertisements have a real limit: the campaign effect. Either we make the decision and assume the corresponding budget, to be present via advertising 24/7 and 365 days a year; or we run campaigns. The problem with a campaign is that as soon as you stop it, the offer is no longer visible. Of course we can hope to remain “top of mind”, but I tend to think that this applies more to a TV campaign than to a Google Ads campaign. The advantage of SEO is that if it is done well, the offer can remain visible and accessible for a long time. In addition, according to the latest studies, published at the beginning of 2018, natural referencing remains on average 51% of a site's incoming traffic with a gap of 30% to more than 80%. Have you ever wondered if your site's SEO is well done? Being well referenced does not mean finding yourself when you are looking for yourself, it is finding yourself when you are not looking for yourself.