Post by account_disabled on Oct 8, 2023 1:29:03 GMT -5
HDFC Life is one of India’s leading private life insurance companies. Before the onset of the pandemic, its Performance Marketing team relied largely on display network advertising for lead generation. This worked well until the pandemic started creating job losses. It quickly became a challenge to validate leads from display network advertising — audiences may show interest but do they have the financial confidence to buy an insurance product?To address this, HDFC Life’s Performance Marketing team turned to LinkedIn.Brand as a Foundation for Faster NurtureHDFC Life already had an active organic presence on LinkedIn, spearheaded by its Branding team. The Performance Marketing team saw an opportunity to build on this.
Understanding that, according to research Phone Number List audiences exposed to both brand and demand messages on LinkedIn are six times more likely to convert, the Performance Marketing team developed a full-funnel demand generation strategy that leveraged its existing community engagement.This produced significant results across a variety of performance metrics The constant evolution of digital capabilities has pushed companies to reinvent how they use social media to communicate with their audiences. “Capitalizing on new and dynamic content types and capabilities is how we can break through the noise, especially on social media,” says Adam Kmiec, VP of Digital Communications. For UnitedHealth Group, LinkedIn Articles was exactly the type of new, dynamic content they were looking for.
UnitedHealth Group looked to offer human-led content that provided their audience with a deeper level of in-channel engagement. “Understanding the value of dynamic and human-centered storytelling, our social media team made the strategic decision to diversify our content mix to include longer-form stories,” says Jennifer Smoter, Chief Communications officer.his enabled us to go beyond what exists on our website and share great employee stories with a wider audience,” – Lindsay Kurtin, Manager of Social Media Strategy & Planning.Leveraging the voices of healthcare experts from within its ranks in LinkedIn Articles also helped solidify organizational thought leadership within the industry. Kurtin emphasizes, “A lot of what we’re doing at UnitedHealth Group is driving transformative thinking in and around how we make the health system work better for everyone.”
Understanding that, according to research Phone Number List audiences exposed to both brand and demand messages on LinkedIn are six times more likely to convert, the Performance Marketing team developed a full-funnel demand generation strategy that leveraged its existing community engagement.This produced significant results across a variety of performance metrics The constant evolution of digital capabilities has pushed companies to reinvent how they use social media to communicate with their audiences. “Capitalizing on new and dynamic content types and capabilities is how we can break through the noise, especially on social media,” says Adam Kmiec, VP of Digital Communications. For UnitedHealth Group, LinkedIn Articles was exactly the type of new, dynamic content they were looking for.
UnitedHealth Group looked to offer human-led content that provided their audience with a deeper level of in-channel engagement. “Understanding the value of dynamic and human-centered storytelling, our social media team made the strategic decision to diversify our content mix to include longer-form stories,” says Jennifer Smoter, Chief Communications officer.his enabled us to go beyond what exists on our website and share great employee stories with a wider audience,” – Lindsay Kurtin, Manager of Social Media Strategy & Planning.Leveraging the voices of healthcare experts from within its ranks in LinkedIn Articles also helped solidify organizational thought leadership within the industry. Kurtin emphasizes, “A lot of what we’re doing at UnitedHealth Group is driving transformative thinking in and around how we make the health system work better for everyone.”