Building Resilience within Insurance Marketing
As a panoramic performance marketing company focused on building resilience for its partner brands, Visiqua’s insurance arm has been popularizing many new concepts within insurance marketing. While it introduced and popularized the Pay Per Call Warm Transfers, it also earned the distinction of adopting a new approach to an existing insurance click-based market and introduced a ‘right price bidding tool’ through their platform, Clicks to Convert. Clicks to Convert ensures that advertisers do not overpay for traffic in a secondary click exchange. Visiqua’s other innovative product was the launch of Call Ping Tree. Bringing existing technology focused on leads, to the performance call space. This allows advertisers to bid on and buy calls in real time. David Walsh, CEO Visiqua is an acclaimed name in the industry. His performance-driven strategies coupled with technological innovation has helped him drive companies towards transformation and growth. Excerpts from an interview with David:
Pay Per Call Warm Transfers
David notes that warm transfers are part of the larger customer journey and understanding that picture is key to success. He added that new telephony tools and data resources have been introduced recently and that they enabled Visiqua to understand more about a call and caller prior to accepting the transfer. “Today we can build a buyer profile of data points ahead of a transfer and better match that consumer to the correct advertiser, boosting overall performance. The aim is to deliver warm lead to the right buyer at the point in the journey when a user is ready to convert”.
Flagship Products & Services
Visiqua’s flagship products in the insurance space are categorized into three core offerings – Calls, Clicks and Leads.
‘Calls’ consists of a classic mix of inbound calls and transfers routed through the Call Ping Tree. This tool allows to look at a call in real-time, augment it with third party data, and then put it up for sale in an auction for our advertiser partners to bid on, explained David.
‘Clicks’ is a product that has evolved significantly for the company in the past 5 years. Today it enables an advertiser to target in-market shoppers, to layer on additional data points to best match their customer profile to the traffic provided. This is all done through Clicks to Convert, Visiqua’s vertically relevant click exchange offering second price auction.
“The third segment, ‘Leads’ comprises of both proprietary and third-party data from our portal FindQualityInsurance.com and a myriad of other data resources along with owned and operated websites. Currently Visiqua is handling north of 500,0000 leads a month insurance vertical,” added David.
The launch of our portal Find Quality Insurance.com was a result of both the company’s understanding of the customer journey and the needs of the market itself. “FQI as we call it, internally has been a great test bed for us to launch new types of forms, test content, analyze data and even led to the formation of Clicks to Convert platform. Lead volumes vary year to year and the experience is ever changing but our focus on testing and UX has led it to be a big success for us,” said David.
“A major challenge we are facing right now is pace of innovation and how it varies from partner to partner in the call space” recalled David. He quickly added that the main challenge comes in the form of disparate technology approaches and compatibility issues, as the company is also seeing some inertia in the space with people refusing to adopt new technologies.
Effects of Economic Slump
Noting that the recent pandemic made people realize the importance of securing their assets and protecting families through insurance, David noted, “This is where the insurance sector steps in, and where we have seen a shift in the market. With this change in climate the insurance sector can absolutely gain. From life and home insurance early in the pandemic to today. Open Enrollment is here, this is the perfect time for advertisers to get in front of users who are looking for new coverage, have had a major life event, or are looking to switch.”
A Parting Thought
“For me, and for Visiqua, this year has really boiled down to executing on our vision, We have worked to evolve and advance our technology solutions to better understand the customer journey, while engaging that customer journey at the right time. Visiqua continues to convert people and improve yield/conversion for our partners,” signed off David.