Situation
Our client, a Regional Health Insurance Company, focused on a niche market of individuals without employer-provided insurance and independent contractors. The company partnered with Field Marketing Groups (FMGs) to leverage their large networks of agents. However, our client faced challenges of low profit margins to work with, a lack of control in the FMG’s sales process, and limited brand exposure.
LGC’s Insight:
Identifying the constraints of traditional FMG partnerships, we pivoted the client’s strategy towards direct consumer engagement. By utilizing our in-house lists of consumers and self-employed/very small businesses, we used digital display marketing and AdWords campaigns to reach independent contractors and individuals actively using search engines for health insurance. Additionally, we empowered the FMG’s insurance agents by providing them with personalized landing pages and individualized tracking. These pages enabled agents to promote our client during their sales calls, combining their efforts with the ads running to the display list, and taking advantage of active searchers, for a more effective sales process.
Result
The shift to a direct outreach partnered with agents strategy proved successful. A test campaign generated 135,000+ targeted impressions, 2,000+ targeted clicks to the agent sites, and over 100 qualified leads. Most importantly, the personalized landing page initiative was well-received by agents, boosting the client’s service awareness over time. Our client increased brand awareness, gained insights into their FMG’s sales cycles, and did it on a modest budget.
Our marketing solutions help your business generate more traffic, calls, leads, and revenue.
LeadGen Compass is a full-service database, internet marketing, and SEO company offering innovative lead generation solutions to small to mid-size companies. With 20 years experience in marketing databases, SEO, website conversion, and list marketing services, we pride ourselves on driving traffic, converting visitors, and delivering results our clients are proud of.
