Insurance Marketing Case Study

The Challenge:

Square One first engaged our services when they were in the start-up stage. They believed home insurance could be done better.

They were looking for a more effective way to compete in a market that is dominated by traditional players with more capital, established agent broker networks, and bigger budgets for traditional ad spends.

They were looking to establish a regional footprint in the BC market and then expand into other markets across Canada and then into the US.

Goals & Objectives:

• Achieve strong rankings in organic search results for commercially valuable search terms.
• Increase overall volume of qualified leads in order to drive business growth.
• Reduce cost-per-lead to a profitable level by supporting PPC spends.

The Strategy:

The first step was to develop a strategy that would allow us to focus on areas where the client could get wins and achieve desired results. Site architecture was overhauled to emphasize a hyper location-based strategy and organic search goals were coordinated with PPC campaigns to maximize click through rates.

There was an early recognition that this was an industry that had been traditionally thin on content hubs relevant to service products. As a result, there was a consensus that content marketing was an area where they could be competitive and gain significant advantages. A content marketing plan was implemented to support campaign objectives and long term business growth.