Case Study: Search Marketing Transforms Offline Business

September 8, 2008 by Marc Harty 

Situation: Brick and mortar insurance company specialized in high-risk insurance for entertainers, nightclubs and events. Company’s sales efforts were stymied via poor lead generation and conversion. Company wanted to grow beyond “mom and pop” type clients. CEO was on medical leave for 2+ years and company was on life support during his absence.

Our role:
Developed and implemented Internet marketing program consisting of search marketing (SEO and PPC) as well as online articles and press releases.

Results:
Search marketing programs increased lead generation to 70+ leads per day. CTR (click through rate) of key PPC ads as high as 23.7%.) First page, top 4 keyword rankings for major keyword phrases such as “Entertainment Insurance” and “Event Insurance.” Search marketing along with articles/press releases positioned CEO James Chippendale as industry thought leader in Entertainment Insurance.

Client list now includes some of the top entertainment acts in the music business including Gwen Stefani, George Strait, Dixie Chicks, Maroon 5, Moody Blues, Kenny Chesney, Fat Joe, LL Cool J, Ludacris, Crosby Stills and Nash, Nelly, Jay Leno, Lance Armstrong (retired) and The Discovery Cycling Team, Springfest, Lollapalooza, Julio Iglesias, Ultra Music Festival and The Austin City Limits Music Festival.

Publicity successes include:

  • Front cover story on Billboard Magazine
  • Story contributor and regular speaker at Billboard magazine events
  • Two documentaries: (VH1 and BBC)
  • Appearance on Howard Stern show

http://www.csicoverage.com

Search engine rankings:

Here is a screen capture from Google for the keyword search phrase “entertainment insurance”:

The keyword rankings show the #2 PPC position and the #1 organic search engine listing. Multiple listings on the same page for the same keyword enhance clickthrough rates via the “multiplier effect.”

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Comments

2 Responses to “Case Study: Search Marketing Transforms Offline Business”

  1. Randall Gniadecki on November 25th, 2008 1:26 am

    Search Marketing, and particularly PPC, are no longer the small business stalwart of new media internet marketing. This transition happened in January of last year, as Q1 marketing budgets went into effect. Since starting on January 2nd, 2008 at Moveo I have watched as the number of PPC clients grew from one to ten. Moveo focuses on Healthcare and B2B and as such I can say that I have seen a substantial growth in both click cost, and decline in impression share. I have not seen any plans for any clients to decrease their budget in the coming quarters. So if you are looking to run on a tight budget be ready to put in the work up front to learn the language of your target market. How do they search? I like to find communities of the market and look around and find out what phrases they use. Then you can be sure to get the best results for both.

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