What evidence can you share that demonstrates the impact of the engagement?
Most recently, we saw a change in our cost per lead. We are in a very competitive market in terms of the words that people are bidding on. Unfortunately, whether we are an expat or regular insurance market, the financial services market remains highly competitive. We saw our cost per lead impressively jump from $60 on average to about $20.
In terms of ranking, we are always in the first 3–4 slots. While my company is very niche, there are some big players out there that are also in the same space. Bidding in the same space as those competitors has its challenges, therefore SEO strategies are always crucial to us as we don’t necessarily have the same budget and digital spend that some of these bigger companies have. It has been nice to rely on the SEO strategies that we have implemented, especially for something like the health market where it is almost exorbitant in terms of cost.
Year over year, we’ve seen a steady increase in the type of traffic we are getting. More recently, we have seen a change in the leads, where previously it was a little more generic traffic that was coming in. We’ve also seen a change in terms of conversion rates, and have seen that the leads that are coming in are a lot warmer.
How did WebMechanix perform from a project management standpoint?
WebMechanix is really on top of things. They share trackers with me, so we know who is working on what and when; conversely, I share my own project scopes with them and they add where they can assist. They’re really on the ball in terms of what needs to happen, when it needs to happen, and who is responsible for particular content pieces, or which item needs to be delivered.
Generally, we will use text messaging, Slack, email, phone calls, and face-to-face meetings when it comes to communication. I can call them without hesitation if something has changed or if we need to pull an ad, and they’re always there —I can always rely on them.
We have regular bi-monthly meetings where we have a walkthrough of how we're performing with analytics, and then quarterly, we do a big review in-person. Together, we closely track everything that is happening. We are really in tune with each other and we really collaborate in terms of what the overarching strategy is.
What did you find most impressive about them?
One of the challenges that we overcame recently was getting the expenditure down and getting the dollar to work for us. My position was open for 4 months, and on their end, the account manager left, so the account was left to its own devices for a while. We’ve really been able to reverse some of those negative trends, which has been really incredible to see.
While WebMechanix has subject matter experts in the digital sphere, they don’t claim to be subject matter experts in our sphere. This is something I find really impressive as I know that when people are trying to sell to you, they pretend that they know exactly what is going on in your particular sphere. This can be a challenge to work with, particularly because we are a very niche organization. It is enjoyable to work with a team who can say they are not sure, but suggest doing some market research, get CRO [conversion rate optimization] going, and recommend figuring it out together.
Are there any areas they could improve?
Currently, the relationship is going well. In the past, they let things slide a little and weren’t super aligned with us. However, at that time, it could’ve been because of previous personalities that were on the account. They can use that when looking backward in order to be better in the future and ensure that they are always aligned.