When our client KJZT Family Life redesigned their website, they could have created an ad around looking for insurance and linked it directly to their site which has wonderful information. If a prospective buyer is looking for Term Life, they get to a website they know sells insurance, but there’s really no substantive information on their home page specifically about Term Life. So the user who wants to find information about Term Life then has to go to the specific area, look for a product…do you see where we’re headed here?
Now, what if that prospective buyer sees an ad about Term Life from KJZT Family Life, clicks on the ad, and is taken to a page detailing Term Life options? Not only does the page give specific information about Term Life, but there’s also a way for that prospective buyer to reach out to KJZT right there on the page. When that person sends an inquiry, KJZT knows that person is directly interested in Term Life and is ready to assist them.
Branding campaigns are fine. There’s a place for them in highly competitive markets where your goal is simple visibility…and you can afford it.
However, if you need to make smart decisions and you don’t have budgets to support general branding campaigns, a focused ad campaign is an excellent option to maximize your marketing budget.