Webinar: How the UK's Leading Business Insurance Broker Increased its Sales Leads by 135% on the Web

How the UK's Leading Business Insurance Broker Increased its Sales Leads by 135% on the Web

HOUSEKEEPING
How to post questions
Webinar recording and slides
Contacting us
Tweeting / hashtags:
#magnolia_cms
#socialmedia, #seo
#businessinsurance

AGENDA
Introductions
The situation before Magnolia CMS
Tackling the relaunch
Choosing Magnolia CMS
Discussions
Summary and conclusion

JASPER MARTENS
Social Media and affiliate manager at Simply Business
7 years experience in SEO strategy and projects for competitive brands and products.
5 years social media experience in social media customer service and social media marketing

ABOUT SIMPLY BUSINESS
The UK’s leading insurance broker for small businesses
Insures more than 175,000 businesses
A Sunday Times Tech Track 100 company
Listed in the Deloitte Technology Fast 500 EMEA
Employs over 140 people with offices in London and Northampton

The Situation before Magnolia CMS

WEBSITE
SimplyBusiness.co.uk
Is our key sales and communication channel (50% of revenue)
Can deliver bespoke policies tailored to customer needs
Allows customers to manage their insurance needs online
Website receives 1,200,000 page views and 150,000 unique visitors per month

PRE-MAGNOLIA ENVIRONMENT
Content changes had to be formally scheduled
Content authors needed training to begin using the system
HTML templates had to be hand-created for every change
Authoring process was complex; small errors could snowball into long delays

COMPLEXITY PREVENTING INNOVATION
"There was always that fear in the past that you couldn’t develop new content, because if you’re going to have some people from Tech, Quality and Systems sitting down for a few hours - the expectation was that it better be something that makes a lot of money, otherwise you’re wasting everyone's time! This meant there was always a stasis where nobody ever tried anything."
-- Alastair Douglas,
Head of Marketing & Analysis, Simply Business

Tackling the Relaunch

BUSINESS GOALS
Rapid, simple content authoring to speed time to market for new products and offerings
Streamlined content management processes for better team interaction
Intelligent customer targeting and communication through more accurate customer data

TECHNICAL REQUIREMENTS
Ability to modify Website layout and templates easily
Integration with back-end business logic
Support for SEO, social media, webinars and other interactive features

Choosing Magnolia CMS

WHY MAGNOLIA EE
Met all our stated requirements
Capable of integrating with our business logic backend
Well-known for simplicity and ease of use
Fit our budget
Scalable, flexible and extensible to future needs

SAVING TIME AND RESOURCES
Content authors need less (almost no) training
STK makes it easy to change site templates and styles
Marketing can publish new content immediately, without involving IT

MORE EFFICIENT MARKETING
STK allows Marketing and IT to work in parallel to develop new content and functionality
Simplified content management processes reduce confusion and cross-team dependence
New content and campaigns can be tested immediately, without fear of disruption or "things breaking"
...sometimes within an hour of agreeing on a partnership!

Fully customizable layout and design We have removed the main navigation of our website within the same template and made it available for an iframe solution. We can change the background image and change the position of content and buttons. We can embed media such as video to increase conversion.

HIGHER CUSTOMER INTERACTION
Better reach across SEO platforms
Over 150 new landing pages for specific user segments
Measurable benefits
185% increase in results from long tail search terms
135% increase in online ‘Request for Quotes’ (RFQs)
Customer data is captured more accurately through data collection templates
Integration with customer support tools like live chat

Live chat integration

IMPROVED BRAND LOYALTY
Significantly simpler to add customer surveys
Identify customer needs and market gaps
React to fill those needs faster than competitors
Enable brand development and user participation
Social media integration with Twitter, Facebook and LinkedIn
Multimedia content like videos and slides

Customer surveys

Multimedia integration

Social media integration

SOLID FOUNDATION FOR PROGRESS

"We now have a level of trust between IT and Marketing. Instead of fearing confusion, we can now be more bold because we’ve got all the basics right.”
-- Alastair Douglas, Head of Marketing & Analysis

Discussions

CONTACT
Ben Price
Email: [email_address]
Phone: +41 61 228 9015
Jasper Martens
LinkedIn: www.linkedin.com/in/jaspermartens
Twitter: twitter.com/jaspermartens
Email: jasper.martens@xbridge.com

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Webinar: How the UK's Leading Business Insurance Broker Increased its Sales Leads by 135% on the Web

by Boris Kraft

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