What was the scope of their involvement?
We needed to develop an integrated marketing campaign designed to identify and target individuals to buy insurance from us. Insurance is very competitive, and there are a lot of companies who outspend us, so this is easier said than done. We wanted to find a way to differentiate our company and find a way to identify people who would benefit from buying a policy from us. We turned to Point IT for an integrated digital marketing campaign. We wanted search, social, and SEO to all work together, with search being the most vital aspect.
We had used some enterprise-wide analytic tools that helped us capture keyword research, including some generic phrases such as “auto insurance” and “home insurance.” However, with Point IT’s experience and guidance, we were able to find keywords and phrases we hadn’t thought of before. This ultimately gave us the ability, with the exact and broad match, to help get cost down and performance up.
Point IT didn’t make changes to our website, but they did have some recommendations. We didn’t allow others to do these types of things for us because we wanted to maintain control of our properties. However, their recommendations for changes actually resulted in a shift for us. I was surprised that our organization accepted their recommendations so quickly, because this shift was quite large. It involved unbundling a lot of our content that we had around insurance-related issues to make it more searchable.
As an insurance company, we value being the knowledge leaders and experts in the industry, including auto insurance, safety, and claim mitigation. We had tons of information all locked in PDFs or other unsearchable formats. Point IT identified those and told us the changes that needed to be made for search efforts, which was a huge testament to their work.
We had Facebook and Twitter accounts before, but they were used for talking to people and being present in the community concerning current insurance-related events. We didn’t use theses platforms for lead generation or purchases. Point IT helped us realize a different mindset and objective revolving around likes and comments, which is a lot different than trying to get someone to make a purchase.
What is the team dynamic?
We have the project broken down by discipline, including search, SEO, social, and display. Point IT manages all of these areas, and search receives the most resources.
How did you come to work with Point IT?
Seattle’s becoming more digital even though it’s a small town. Point IT is a local agency that’s been around for about 15 years, so our paths have crossed in past events. I’ve known them for a long time, but I never had the opportunity to work with them. When this initiative became a full project, I started managing it. We did an RFPs with both Point IT and a global agency outside of Seattle that is well-staffed and resourced. We made a point to consider opposite ends of the spectrum, and then they both came in and gave their presentations. Point IT proved to be the best fit for us and our needs.
How much have you invested with them?
We’ve spent seven figures.
What is the status of this engagement?
We started working together in January 2016, and then spent the first few months transitioning, coding, and tagging everything. In April-May 2016, we were in the deepest depths of the project. We’ve been working together ever since.