Last week, Kevin Taylor, Gravytrain’s CEO, talked to Fourth Source about our five new insurance brief wins. We are pleased to announce that our new clients include Lifesure, Quote123, Victor Millwell and Comfort Insurance. We have also secured a new project from our existing client, Bedford Insurance.

We have been appointed to run various digital marketing activities including social, natural search and paid search. We will also be building a new quote engine and revamping sites for some of the clients.

Kevin said “Securing so many more insurance clients in such a short time is a great accolade for us. My heritage is in insurance and it’s what we do best, so these new wins are a great fit with our agency and our existing client base”.

He carried on saying, “The new project from Bedford Insurance really shows that we have gained our client’s trust with our previous work, and being re-appointed by a former client has given us a great lift. The list of campaigns is so diverse that it will allow us to prove that we can do anything in the digital marketing space.”

To read the full article and to see what we are doing for our new clients, visit Fourth Source’s website.

If you would like to find out how Gravytrain can help your business, please contact our Business Development Executive, Alex Moran, on 020 8941 2364.

This week we were featured in Figaro Digital and Figaro Digital online. The article’s focus on a case study with regard to our work with QuoteSearcher and are examples of one of our very many successful paid search campaigns.

QuoteSearcher’s PPC account covers a wide range of insurance products, including Landlord, Caravan, Motor Trade and Taxi Insurance. The aim was to lower the average CPC and CPA, while increasing the volume of leads generated through PPC.

The big part of the strategy, as with every PPC account, was to test and refine keywords, adverts and landing pages. Although with the QuoteSearcher account, the main focus was around the actual profit margin of each lead that was generated.

In just 12 months, leads generated rose by 89% while the average Cost per Click dropped by over 65p.
To find out more about our strategy, execution and results, read the article on Figaro Digital’s website.

If you would like to find out how Gravytrain can help your business, please contact our Business Development Executive, Alex Moran, on 020 8941 2364.

Last week, Gravytrain’s CEO, Kevin Taylor, talked to POSTonline.co.uk about the future of aggregators and how insurers and brokers can best build their brand among customers as, even though price is important when making purchases, it has recently been revealed that brand recognition trumps price when consumers buy via price comparison sites.

In a recent study of 2200 UK consumers, we found that 35% bought from brands they recognised and trust, while just 20% bought from whoever offered the lowest quote.

The research also showed that those who targeted the over 55s, particularly needed to focus on building brand awareness, as 43% of the over 55s buy from brands they trust.

The study revealed that 69% of consumers were likely to select one insurer over another on a price comparison site, if there were added extras such as the opportunity to pay in instalments and free legal advice, which shows that having the lowest price seems even less important.

Kevin concludes that to drive brand awareness, it’s vital that brokers and insurers invest in targeted multi-channel marketing activity. For example, through search marketing, radio ads, social media or direct mail, which will be more successful than just investing money on an aggregator presence.

Kevin says, “What is important is that insurers and brokers understand what consumers look for from suppliers on these sites. Today, it seems this is more than just a low price; it is a trusted brand that offers them added value.”

If you are a POSTonline subscriber, you can read the full article on POSTonline.co.uk.

Gravytrain was proud to receive yet more media coverage last week. This time it was the form of Insurance Age Online.

Insurance Age is predominantly a magazine that covers the broking community. It delivers news and analysis in what has becoming an incredibly fast moving industry. Meanwhile, the website, InsuranceAge.co.uk, dedicates itself to delivering breaking news whilst also boasting the unique Broker Forum discussion board, along with weekly polls, blogs and an archive of the best stories from the magazine.

Gravytrain’s CEO, Kevin Taylor, was featured in an online post that discusses how an insurer is more likely to choose a trustworthy broker rather than one with the cheapest price.

The article considers research that was collated in a survey. The survey revealed that 35% of customers chose an insurer they trust, whereas 20% chose the insurer that had the cheapest quote. These are the same figures that were featured in Kevin’s discussion with POSTonline.co.uk, which we previously covered on the Gravytrain blog.

In the article, Kevin explains: “In today’s tough economic environment it’s easy to think that having the most competitive quote on a price comparison website is key. However, it’s clear from this research that delivering brand recognition and trust is critical.”

If you want to find out more, visit InsuranceAge.co.uk, and read the full story here.

Last week, Matthew Oxley, Gravytrain’s Head of Search, talked to New Media Knowledge about how one of our clients, Just Landlords, a specialist insurance company, benefits from an excellent search engine optimisation (SEO) campaign.

Before embarking on an SEO campaign, Just Landlords received just 108 visits and 74 conversions each month. However, one year later traffic has increased by more than 1,500 visits and attained 950 more conversions.

The article focuses on a case study around how Just Landlords achieved these figures using SEO to increase their visibility in Google for their main product, landlord insurance. Therefore, the main search terms were focused around “Landlord Insurance” and “Landlords Insurance”.

The case study describes the two main challenges with the campaign, the first being that Just Landlords website was relatively new and the second being that the website had been penalised due to their previous SEO activity being too aggressive. The article explains how Gravytrain overcame these challenges and also includes more information about our search strategy which includes link building, content and social media.

After 18 months of SEO work by Gravytrain, Just Landlords receives more than 2,400 visits per month.

Matthew concluded that, “The Just Landlords Case study demonstrates clearly that while SEO can take time to be successful, the eventual cost effectiveness often significantly outperforms other channels”.

You can read the full article on New Media Knowledge’s website.