Marketing Integration

from Zero to 60

Winner - 2018 Drum Award for Best Content Marketing Campaign

Nominee - US Search Award for Best Content Marketing Campaign

The Objective

When Capson Physician’s Insurance came to Apogee Results, they had no content marketing plan in place. Everything they had tried since launching their website on Hubspot in March of 2014 had been one-off testing with no clear objectives or strategy.

Capson’s objectives for this campaign were to create content that converted a lead to a customer, increase the overall site traffic, and increase Marketing Qualified Leads (MQLs) from 6.21 (historical average) to at least 50 per month. With the implementation of proper data tracking, Capson also sought to convert at least 20 Sales Qualified Leads (SQLs) each month.

The Budget

Budget for this campaign: $40,000 monthly for Content Creation, HubSpot Marketing Automation management, Paid Media Distribution (Google AdWords, Bing Ads, Facebook, LinkedIn, MultiView, and various other Display placements), SEO, CRO, and organic Facebook management.

Content That Closes Business

Target Audience

The target audience for this content are doctors (MDs) and practice administrators for small to medium size practices in the 28 states Capson is authorized to write medical malpractice insurance.

Strategy

The overall strategy was to build awareness and interest among qualified members of the general targeting audience and drive them through a series of website content engagements that would create urgency to fill out a quote form and ultimately end in the issuing of a new malpractice insurance policy. While implementing the traffic building process, the marketing automation processes in Hubspot were concurrently mapped and implemented to track leads through an email and website engagement series that would provide sales ready contacts for the underwriters.

%

Return on Investment

Marketing Qualified Leads

Sales Qualified Leads

Potential Revenue

Implementation

Implementation began with improvement of the technical SEO foundation, including increasing crawlability, site speed and mobile optimization, migration to SSL, and solving indexation issues. The content strategy was then built on that strong technical foundation. This strategy included deep keyword research, creating content wire frames, and writing content focused on under-served but high intent queries for specific information about medical malpractice insurance without a reliance on brand recognition. Capson earned a wide variety of “position zero” featured snippets in a marketplace of big players with significant budgets and the ability to commoditize their services, thereby increasing qualified traffic and MQLs. That “position zero” validation was leveraged to gain high quality back links to Capson content through an ongoing influencer outreach campaign.

The Creative

Carefully crafted landing pages were written to serve high intent queries and distributed via single keyword ad groups in paid search.

Social media was specifically tasked with distributing content to highly qualified, top of funnel audiences based on the client’s existing database, site visits collected by social pixels, and layered interest targeting.

We used a blend of Facebook creative to serve video content as a first-touch brand awareness play and then segmented and served retargeted video viewers with blog articles and landing pages to drive them deeper into the customer journey.

The Results Were Amazing

Overall ROI
The website brought in on average 6.21 MQLs per month in 2016 and 2017. In the first half of 2018, Capson brought in 66.33 MQLs per month (398 total). Out of these 398 MQLs, to date, 154 have converted SQLs. Based on average close rates and premium costs, each SQL carries a first year value of $3,502. With $236,319.89 spent from January through June of 2018, the total first year value for Capson is $539,308.00, for a first year ROI of 228.21%

Evaluation

Organic Traffic:
The average monthly organic traffic for 2016 and 2017 was 666.79 sessions. In 2018, traffic increased each month and by June, Capson surpassed 2,000 sessions. (Update: in November of 2018, Capson broke 4,000 sessions). Organic traffic was also the highest driver of MQLs for top of funnel tactics, with 78 MQLs over 6 months, 37 converting to SQLs (47.43%)

Paid Search:
MQLs attributed to Paid Search came in at a $319.33 cost per acquisition. MQLs were converted to SQLs at a rate of 33.98% for Paid Search (88 out of 259 MQLs). This makes the average cost of an SQL $939.76, for a first year ROI of 372.64%.

Social:
Since starting Facebook marketing, Capson has gone from 383 total social media referred visits from March 2014 to December 2017 to 1,029 organic social referrals and 14,543 paid social referrals from December 1, 2017 to June 30, 2018. Of the increased traffic driven to the site, approximately 1% of social media traffic is converting to leads on that social visit. Lift in both direct and organic correlate closely to social media awareness and engagement.

The medical malpractice industry has become extremely commoditized over the years. Doctors don’t want
medical malpractice insurance – they are legally obligated to carry it. The industry is highly regulated, and
pricing differs little from carrier to carrier. These industry conditions make differentiation incredibly difficult. The
role of marketing is extremely important when attempting to distinguish such a highly commoditized industry.
Despite having tried multiple agencies and spending hundreds of thousands of dollars on
marketing over the last few years, Capson had almost nothing to show for it. Capson was on the verge of giving
up on marketing through digital means in order to drive business. Capson decided to give it one more shot, with
a new agency, and learned that when done right, digital marketing can be highly effective, even for medical
malpractice. Through this partnership, Capson has seen incredible success, and a road map for continued
success in the future.

Gary Fortin

Chief Marketing Officer, Capson Physicians Insurance

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