Marketing Integration
from Zero to 60
The Objective
When a top physician’s insurance provider came to Apogee Results, they had no content marketing plan in place. Everything they had tried since launching their website on Hubspot in March of 2014 had been one-off testing with no clear objectives or strategy.
The client’s objectives for this campaign were to create content that converted a lead to a customer, increase the overall site traffic, and increase Marketing Qualified Leads (MQLs) from 6.21 (historical average) to at least 50 per month. With the implementation of proper data tracking, The client also sought to convert at least 20 Sales Qualified Leads (SQLs) each month.
Campaign Activities
- Content Creation
- HubSpot Marketing Automation Management
- Paid Media Distribution (Google AdWords, Bing Ads, Facebook, LinkedIn, MultiView, and various other Display placements)
- Technical and Content-Based Search Engine Optimization (SEO)
- Conversion Rate Optimization (CRO)
- Organic Facebook management.
Content That Closes Business
Target Audience
The target audience for this content is doctors (MDs) and practice administrators for small to medium size practices in the 28 states the client was authorized to write medical malpractice insurance.
Strategy
The overall strategy was to build awareness and interest among qualified members of the general targeting audience and drive them through a series of website content engagements that would create urgency to fill out a quote form and ultimately end in the issuing of a new malpractice insurance policy. While implementing the traffic building process, the marketing automation processes in Hubspot were concurrently mapped and implemented to track leads through an email and website engagement series that would provide sales ready contacts for the underwriters.
%
Return on Investment
Marketing Qualified Leads
Sales Qualified Leads
Lifetime Customer Value
Implementation
Implementation began with the improvement of the technical SEO foundation, including increasing crawlability, fixing site speed issues, mobile optimization, migration to SSL, and solving multiple indexation issues. The content strategy was then built on that strong technical foundation. This strategy included deep keyword research, intent analysis, competitor analysis, and the creation of new content specifically designed to build traffic. The client earned a wide variety of “position zero” featured snippets in a marketplace of big players who had significant budgets and the ability to commoditize their services, thereby increasing qualified traffic and MQLs. That “position zero” validation was leveraged to gain high-quality backlinks to the client content through an ongoing influencer outreach campaign.
The Creative
Carefully crafted resources pages and blog content were written to serve high-intent queries, significantly increasing both traffic and leads.
Social media was tasked with distributing content to highly qualified, top of funnel audiences based on the client’s existing database, site visits collected by social pixels, and layered interest targeting.
We used a blend of Facebook creative to serve video content as a first-touch brand awareness play and then segmented and served retargeted video viewers with blog articles and landing pages to drive them deeper into the customer journey.
The Results Were Amazing
Overall ROI
The total return on the client’s investment (including all management and digital media spends) was 308.31%. The lifetime value from new premiums was $1,307,225, taking into account both the historical retention rate and the time value of money. In 2016 and 2017, the website brought in on average 6.21 MQLs per month. In 2018, the client brought in 71.25 MQLs per month (855 total). It is important to note that due to the length of the client’s sales cycle, numerous new premiums were sold in 2019 due to 2018 efforts, but these numbers are not reflected in this snapshot.
Organic Traffic:
In 2016 and 2017, the average monthly organic traffic was 666.79 sessions. In 2018, traffic increased significantly each month; There were 31,895 total organic sessions, coming out to an average of 2,657.92 organic sessions per month (an increase of nearly 400%). In November of 2018 the client first broke 4,000 sessions (UPDATE: In January of 2019 we broke 5,000 sessions). Organic traffic was also the highest driver of MQLs for top-of-funnel tactics, with 230 Organic MQLs over the course of 2018 (an increase of 535% over 2017).
Paid Search:
Paid Search contributed 529 MQLs at a cost per acquisition (including management) of $364.76 per MQL. The average value of an MQL for the client in 2018 proved to be $1,528.92, which means Paid Search efforts provided a return on investment of 419.2%.
Social:
Since starting Facebook marketing, the client has gone from 383 total social media referred visits from March 2014 to December 2017 to 1,029 organic social referrals and 14,543 paid social referrals from December 1, 2017 to June 30, 2018. Of the increased traffic driven to the site, approximately 1% of social media traffic is converting to leads on that social visit. Lift in both direct and organic correlate closely to social media awareness and engagement.
The medical malpractice industry has become extremely commoditized over the years. Doctors don’t want
medical malpractice insurance – they are legally obligated to carry it. The industry is highly regulated, and
pricing differs little from carrier to carrier. These industry conditions make differentiation incredibly difficult. The
role of marketing is extremely important when attempting to distinguish such a highly commoditized industry.
Despite having tried multiple agencies and spending hundreds of thousands of dollars on
marketing over the last few years, we had almost nothing to show for it. We were on the verge of giving
up on marketing through digital means in order to drive business. We decided to give it one more shot, with
a new agency, and learned that when done right, digital marketing can be highly effective, even for medical
malpractice. Through this partnership, we have seen incredible success, and a road map for continued
success in the future.
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