A Paid Ads Strategy That Will Likely Work Every Time
Here’s how it works …
- The storm hits.
- Homes get damaged.
- People need a public adjuster’s help.
The cycle of… mother nature → damage → insurance claims… isn’t going to end.
This paid ads strategy capitalizes on this cycle so you can support and help the people that need it the most, while consistently getting a massive ROI for your business.
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Put Yourself in Your Audience’s Shoes
The best buyers? Those that are in a state of panic.
We are not saying that you should take advantage of people in a state of panic. We’re actually saying quite the opposite.
We’re saying that you have the most opportunity to help and support people in a state of panic.
This example will make things clear:
A hurricane hits the southern coastal cities of Texas. There’s devastating damage. Portions of roofs ripped off of homes. Windows shattered. The whole shebang.
One particular family, the Mooney’s, is crushed. A similar situation happened to them ten years before. The stress and anxiety of dealing with it comes flooding back in.
For weeks the Mooney’s have trouble sleeping. They have trouble being productive at work. It feels like their life was, in a way, taken from them again.
They have insurance but remember how long it took ten years ago to go directly through their insurance company. They remember all the bureaucratic red tape that made ZERO sense to them. This time around, the Mooney’s want to use an independent public adjuster.
The Mooney’s?… These are the people that public adjusters can really, really help.
Families like the Mooney’s are in a desperate state and are much more likely to become clients. They’re the types of clients that you can have a profoundly positive impact on.
The more you speak to potential clients just like the Mooney’s, the faster your business and impact grow.
So, how do you consistently get in front of these people?
Here’s What The Strategy Looks Like at a High Level
Think about what happens year after year after year.
And… that’s where you come in as a public adjuster.
When you think about it, it’s pretty straightforward…
But what does this have to do with marketing your business? And getting more potential buyers?
Stick with us:
- Storms do more damage in certain areas.
- A higher percentage of people in those areas could use a public adjuster’s help.
- You create a highly targeted marketing campaign specifically targeting people in zip codes that have been affected.
We’re not talking about the old-school direct-mail marketing flyer strategy where you send out mailers to homes in certain zip codes.
We’re talking about a comprehensive, data-driven digital marketing campaign.
Here’s what the strategy looks like at a high-level overview.
Written out, this is what it looks like:
Step 1: Create digital ads (whether it’s Google Ads, Facebook Ads, Instagram Ads, or LinkedIn Ads) that ONLY are shown to people in zip codes that have the most damage.
Step 2: Create storm-specific landing pages that 1) connect with the user’s pain points and 2) share with the user how you can solve their problem. Sending users to your homepage isn’t going to convert as well as taking them to a landing page that talks about the specific hurricane, storm, or tornado that devastated their lives.
Step 3: If the user doesn’t convert the first time they come to your website, that’s okay! Continue to engage with them through different retargeting ads (either on the same platform or a different, cheaper platform such as display ads).
Step 4: Get the potential client on a phone call or schedule a free inspection.
Step 5: Solve the person’s problem and get paid.
Why would you pay money spending advertising dollars on zip codes that don’t have any damage?
It’s the most profitable (and adds the most value) to hyper-target those zip codes that have the most damage.
This sounds simple, but there are a LOT of things you have to think about.
Where People Go Wrong With This Paid Advertising Strategy
It sounds simple, right? Target those zip codes that have the most damage after a storm.
But… it’s not that simple. Many experienced marketers, let alone public adjusters trying to do marketing themselves, get this wrong.
Here are some things to think about.
The only way this strategy works is if you have data integrity.
What does this mean?
It means that you track EVERYTHING. Down to which buttons people click. Or how far users scroll on your landing pages.
Yes, you can track all this information!
The way this strategy REALLY works is when you can get hyper-targeted.
For example, if you’ve got data integrity you can say:
“I want to show a particular ad to people who
1) already came to one particular landing page on my website, who also
2) scrolled at least ⅔ of the page, and who
3) spent at least 60 seconds on this one particular landing page.”
Why would you want to do this? People who have already visited your website, scrolled through your page (AKA read the page), and who spent a lot of time on your website shows that they’re interested. They’re engaged.
Targeting them specifically reduces your ad spend and increases your conversion rate.
Public Adjusters Go Wrong When Don’t Have a Robust Retargeting Strategy
Many people who run paid advertising operate like this…
- Run one ad on Facebook
- Get people to their website and hope they convert
This is SO backwards!
- How do you know that ONE ad on Facebook is going to connect with your audience? You don’t. You need to run dozens of variations of that particular ad to test which images, copy, etc have the best click-through rate and lowest cost per click.
- MOST website visitors don’t convert the first time they come to your website. The BEST marketers out there have a 4-5% conversion rate.
You need to consistently:
- engage with your audience
- retarget those people who have already come to your website, and
- get in front of potential customers 4-10 times before they’re ready to take action.
Without a proper retargeting strategy, you won’t close deals.
A Multi-Channel Approach
We hear public adjusters say… “Google Ads just don’t work.” or “Facebook isn’t right for me.”
This zip code-specific strategy works best when you use a multi-channel approach.
Here’s an example:
- A user first sees your ad on Facebook. They click and come to your website.
- 24 hours later, they see your video ad on YouTube and again they come to your website and poke around.
- 2 days after that, they see a display advertisement while browsing online, and… they click and come to your website but aren’t quite ready to move forward.
- Finally, that same day, they see your Instagram ad, come to your website, and schedule a call.
Using a multi-channel approach allows you to “follow” your ideal customer around the internet and stay in front of them.
This Strategy is Easily Replicable
The best news about this strategy?
Every time a storm hits, you gather more and more data.
- You find out which ad campaigns worked better than others.
- You find out which ad copy really connected with your audience.
- You find out which demographic or target audience converted the best.
Now, the next time the storm hits? You aren’t starting from scratch… You’re starting with exceptional amounts of data so you can quickly and efficiently get new clients at a lower cost per acquisition.