B2B CO N T E N T MA R K E TIN G CAS E ST UDY Actuarial Firm: Perr&Knight

Transcription

1 B2B CO N T E N T MA R K E TIN G CAS E ST UDY Actuarial Firm: Perr&Knight

2 THE SYNOPSIS Perr&Knight, an actuarial firm, wanted to increase their visibility online and generate more inbound leads. After working with Bop Design on a new website optimized for inbound lead generation, Perr&Knight enlisted Bop Design to implement a content marketing strategy. Since the launch of the content marketing strategy in November 2016, Perr&Knight has garnered 154 trackable website leads and closed $540,060 in new client revenue from organic inbound leads alone through March 15th $ 540,060 TRACKABLE WEBSITE LEADS NEW CLIENT REVENUE FROM ORGANIC INBOUND LEADS 2

3 THE SITUATION PERR&KNIGHT WANTED TO: Increase the actuarial firm s visibility online Create a dynamic online portal that reflected its innovative approach to the insurance industry Build thought leadership content that demonstrates the value the experts at Perr&Knight offer to insurance companies At the core of all these efforts was the objective to drive quality inbound leads from firms in the insurance industry. 3

4 THE SITUATION The first step was to build a web portal that educated prospects about the variety of services the firm offers and provide a satisfying user experience for all website visitors. After working with Bop Design on the website design, build, and launch, the team at Perr&Knight wanted to maximize the website s search engine optimization by moving straight into content creation and promotion (content marketing).

5 THE SITUATION Since launching the new website in October 2016, Perr&Knight has recorded: $4,227,525 RESULTING IN FOR A TOTAL OF WEBSITE LEADS PROPOSALS POTENTIAL REVENUE As of March 15th, 2018, Perr&Knight has: 21 $657,760 FOR A TOTAL OF CLOSED DEALS CONFIRMED REVENUE { Includes website leads from organic traffic like Google/Bing/Yahoo and from pay-per-click search ads run on Google AdWords. Many of these new client engagements will not be one-off projects, but recurring work over a long period of time. 5

6 THE OBJECTIVES During the website build process, Bop Design crafted an SEO strategy for the website to ensure it was visible to prospects searching for the firm s services and products. As part of the content marketing strategy, Bop Design built on the website s SEO strategy to: Optimize the brand online, via search and social media Attract ideal prospects to the website Increase brand recognition Stay in front of high-intent visitors Ensure optimal lead conversion on the website 6

7 THE TACTICS A successful B2B content marketing strategy is only as successful as the online hub: the website. With an optimized website in place, Bop Design crafted an ongoing marketing plan for Perr&Knight that would attract and convert leads, while staying top of mind for prospects that weren t ready to convert. STEP #1: RETARGETING CAMPAIGNS Branded ads were designed and launched to retarget Perr&Knight s website visitors. For the firm, the sales cycle for a new prospect can be anywhere from 10 days to 4 months. As such, it was important to ensure the brand stayed top-of-mind for website visitors who were at the beginning stages of their research for an actuarial and insurance consulting firm. STEP #2: PAY-PER-CLICK ADS Search ad campaigns were launched for the firm to target prospects searching on Google, Bing, and Yahoo for the state filings software product and actuarial services offered by Perr&Knight. It can be a few months before search engine optimization and content marketing efforts yield results, so PPC search ads run on Google AdWords were a great way to see results immediately. STEP #3: CREATING A CONTENT STRATEGY Critical to effective content marketing is a clear strategy with objectives. Bop Design drafted an editorial calendar to drive the original content promotion for Perr&Knight. The content strategy included original blogs, white papers, guides, and more. 7

8 THE TACTICS STEP #4: CONTENT PROMOTION While it s essential to continually add fresh, helpful content to the website, it s important to have a plan for getting that content in front of the right audience. Bop Design utilized Perr&Knight s ideal buyer persona to build out target audiences on key social media channels, such as LinkedIn. Once original articles were published, paid promotions were run on LinkedIn to the target market. Additionally, the articles are featured in a monthly newsletter to the owned list of addresses Perr&Knight has collected over the years through working relationships and web form sign-ups. STEP #5: QUALITY BACKLINKS Guest blogging outreach was also incorporated into the content strategy for Perr&Knight. The strategy included approached industry publications with the original thought leadership of the experts at Perr&Knight. While it s essential to continually add fresh, helpful content to the website, it s important to have a plan for getting that content in front of the right audience. 8

9 THE RESULTS TRAFFIC FROM RETARGETING + LEADS Since launching the retargeting ads in January 2017, Perr&Knight s website has brought back 1,361 visitors through retargeting. Of those returning visitors, 3 have converted into viable leads on the website either through contact form completions or by downloading digital guides. 1,361 3 RESULTING IN RETURN VISITORS VIABLE LEADS TRAFFIC FROM PPC + LEADS + $27,000 IN CLOSED DEALS Since December 2016, when the pay-per-click (PPC) search ads were launched, Google AdWords and Bing Ads have driven 4,390 new visitors to the website. These are visitors who were searching on a search engine for the products and services Perr&Knight offers. The PPC campaigns have thus far generated 20 customer leads for the actuarial firm with $27,000 in closed deals. 4, RESULTING IN NEW VISITORS VIABLE LEADS 9

10 THE RESULTS TRAFFIC FROM ORGANIC + LEADS + $540,060 IN CLOSED DEALS The Perr&Knight website has attracted 15,095 visitors from organic sources, like Google, Bing, and Yahoo. Organic website traffic has generated over 100 leads during that same time, with $540, in closed deals. That averages out to $5, in revenue per organic website lead in less than 17 months. 15,095 RESULTING VISITORS FROM ORGANIC SOURCES IN $540,060 CONFIRMED REVENUE BLOG TRAFFIC GENERATED In December 2016, Perr&Knight s subject matter experts worked with the professional copywriter at Bop Design to generate monthly, optimized thought leadership content for the website. In 2017, Bop Design published 18 optimized blogs to the firm s website which have generated 4,401 unique page views and brought 2,602 visitors to the website. 18 RESULTING IN 4,401 AND 2,602 OPTIMIZED BLOGS UNIQUE PAGE VIEWS WEBSITE VISITORS 10

11 THE RESULTS GUIDES CREATED A critical element of converting website leads for Perr&Knight is the creation of downloadable guides and offers. Over the course of the content marketing execution, Bop Design has crafted 8 custom, downloadable guides for capturing leads. These have been published to the website and have generated a total of 322 individual downloads. Users had to provide their name and address to download the offers. 8 RESULTING IN 322 CUSTOM GUIDES DOWNLOADS LINKEDIN TRAFFIC (ORGANIC + ADS) Curated content posted to LinkedIn and LinkedIn Sponsored Updates were included in the content marketing plan to target a specific audience and promote the unique content created for Perr&Knight. Since January 2017, LinkedIn has driven 1,304 visitors to the Perr&Knight website and 25 digital guide downloads (A.K.A. website leads). 1,304 CONTRIBUTING TO 25 WEBSITE VISITORS GENERATED GUIDE DOWNLOADS 11

12 THE RESULTS GUEST BLOG PUBLICATIONS Every month, Bop Design reaches out to industry publications on Perr&Knight s behalf to pitch articles that are in progress. Carrier Management was interested in one of the articles and published an article by Dee Dee Mays of Perr&Knight, Eight Tips to Maintain Adequate Carrier Rates, on their website and in their print version. The quality back-link from the publication is a boost for SEO, while also providing excellent exposure for the Perr&Knight brand as thought leaders in the insurance industry. TRAFFIC FROM MONTHLY NEWSLETTERS Bop Design created a custom newsletter to distribute Perr&Knight s content to their sizable list. Since January 2017 through March 2018, the newsletter has been a great tool for keeping Perr&Knight top-of-mind for their owned list and has driven 2,304 visitors to the firm s website and has driven 91 guide downloads. 2,304 RESULTING NEWSLETTER-DRIVEN WEBSITE VISITORS IN 91 GUIDE DOWNLOADS 12

13 CONCLUSION With an investment at a fraction of the revenue earned, Perr&Knight was able to track $623,060 in gained revenue/closed website leads since December This does not include leads generated via phone calls from organic traffic, direct s, etc. This gained revenue of course complements revenue generated from existing client relationships. Perr&Knight has committed time and resources to working with Bop Design to create new, original thought leadership content and has seen the rewards of their continued dedication. Additionally, they work closely with Bop Design in continually evaluating and updating the strategy as needed. Interested in revamping your content marketing strategies in hopes of garnering more viable leads? Contact Bop Design today to schedule a consultation! // 13