Highlights
443% increase in overall form submissions, cross-campaign, compared to previous year
54.7% Click Through Rate success in LinkedIn InMail Ad Campaign (Manor Financial)
44% increase in Google Ad from submissions (UK Income Protection)
New website quadrupled page view times (UK Income Protection)
The Challenge
Manor Financial were experiencing a lack of awareness in the market place. Their messaging was getting lost amongst its competitors with larger marketing budgets; And they were frustrated at the diminishing returns they were getting from their marketing spend.
The insurance brokers were looking to increase brand recognition and educate prospects and existing customers about their services in order to generate more leads and increase sales revenue.
They were also looking to launch a new website for UK Insurance Protection Group that catered to a more varied/expansive target audience.
Not having a dedicated marketing function inhouse it made sense to approach an experienced digital marketing agency to explore different acquisitions channels to achieve their business goals.
Ultimately, Manor Financial needed a cost effective fresh approach to digital marketing that would yield a healthy return on investment
About Manor Financial
Manor Financial is an insurance broker based in Cheshire. Established in 2011, the firm works with some of the UK’s best insurers to provide the best policies based on individual needs.
The company’s vision is to become the No.1 go-too insurance broker in the UK. Ultimately, it aims to achieve this by delivering the best customer service and unbeatable tailor-made insurance policies.
The Strategy
Primarily WAYSU’s digital experts forensically evaluated Manor Financial’s website through a comprehensive website audit. This provided recommendations with regards to where new content was required to help with Google ranking, as well as adjusting copy that would better educate visitors on the company’s products & propositions.
A full review of the site’s Google Analytics was carried out to understand visitor behaviour and how Google Analytics’ data summaries could help identify potential issues site e.g. frustrating ‘user journeys’, branding & messaging inconsistencies, barriers to visitors converting’, lack of effective SEO practices, etc.
WAYSU also recommended an integrated digital marketing channel approach aiming to:
- Improve the sophistication and effectiveness of their Google search marketing
- Enhance the segmentation, targeting and intro new creative approaches to their Facebook and Instagram ‘acquisition/lead generation’ ad campaigns
- Develop Sponsored LinkedIn ads targeting specific occupations & professions
- Embark on a trial and invest in YouTube prospect marketing
Services Provided
Marketing strategy
Brand development
Website design & build
LinkedIn Paid Ads
Google PPC Ads
SEO strategy
Website Audit
Digital asset creation
Results
Manor Financial truly stands out amongst its competitors as an approachable, professional and trusted broker as a result of working with WAYSU’s support. By Implementing an SEO-focused website with a logical visitor journey, Manor Financial has gained the extra credibility needed to attain an expanded client-base.
The new WAYSU-built website for the company’s UK Insurance Protection Group brand appeals to a different market segment to their existing insurance services.
Michael Jordan, owner of Manor Financial explains. “The WAYSU team took the time to really understand our business and put together a strategy to tackle the marketing hurdles that we’d struggled to jump over ourselves”
- With a holistic marketing strategy, visitor traffic to their main website by xxx % within 60 days of implementing WAYSU’s cross channel creative & messaging enhancements
- Lead delivery was vastly improved via prospect [form submissions / prospect data capture] by xx% with a new Facebook lead gen campaign
- The average time users spent on site increased by xx% from an average of 1 min 12 secs to 3 mins and 2 secs within 90 secs
- Inbound calls ramped up by x to y within xxx of launching a series of new Google Search Marketing campaign initiatives.
Jordan explains: “We were losing marketing share and share of voice to national and large multi national competitors. We didn’t know what we were missing until WAYSU led our marketing drive for an integrated approach”
“WAYSU’s strategic expertise on web development, social media and content has increased our marketplace exposure significantly and their design concepts are on point … their knowledge and agility is saving our team a lot of time and resources.”
Summary
A comprehensive online and social media strategy, development of brand values, an innovative and fully optimised new website and a bank of eye-catching digital media assets, all delivered by WAYSU, have made a huge impact to this insurance broker’s market presence.
Establishing a strong brand identity, increasing exposure, as well as reaching and educating target audiences, were the key drivers behind Manor Financial’s engagement with WAYSU.
