The Power of Social Media

The Power of Social Media

Dorey & Tolgyesi – Insurance Brokers

www.kingstonautoinsurance.ca

 

Social Marketing & Local SEO

Selling insurance is a complicated business. Prospects are usually unwilling to admit they need the service or don’t wish to plan ahead and with costs rising, this trend is difficult to overcome. This holds true for many property/casualty requirements; business insurance, liability insurance, vehicle insurance just to name a few.

Dorey & Tolgyesi Insurance Brokers Ltd. was founded on almost 50 years of combined insurance sales experience by Jim Dorey and Ernie Tolgyesi. As an independent brokerage, they are not beholden to any insurance company and can offer the appropriate coverage for every situation.

This philosophy has now lead Ernie Tolgyesi to augment traditional referral sources for business. He recognised that more consumers were doing research online before employing their services.

Unfortunately, according to Google, with over 20 competitors, most being major players, Ernie knew he had to rank higher in those searches to see positive growth for his company.

“The insurance market was fragmented, but being a well known broker in the local community, we knew we could rank high in all categories,” Tolgyesi says. Dorey & Tolgyesi found Click Help because we wanted a local business, but also because they were easily located online which makes sense when looking for an SEO optimizer.

Dorey & Tolgyesi tried several other companies before finding ClickHelp, but recognising a kindred corporate philosophy, the company switched.

“We were getting leads before, but we are very happy that the leads we get now with ClickHelp are excellent.”

Lead Generation Success

Now using a targeted social media marketing campaign, the company is seeing tremendous results.

  • 15 Leads in 14 days.
  • Cost/lead = $13
  • Over 672% return on initial investment

“Our results have been outstanding,” Tolgeysi explains. “And all because the leads we’re getting are quality leads.”

When you move to an inbound marketing strategy, especially with a paid social media ad campaign employing Facebook, you aren’t throwing darts at a wall hoping they will stick. The complex algorithm is like placing you less than an arm’s length from the board with a dozen darts in hand.
In the case of Dorey and Tolgyesi, a streamlined quoting system was established which delivers qualified leads to the company. They can then determine which lead to explore immediately and which ones aren’t as serious.

The power of social media is astounding, especially Facebook. There were 1.86 billion active users on Facebook as of the fourth quarter of 2016 and the average user has 328 Facebook friends. That means a business that can leverage social sharing can get in front of a lot of eyes.

When we first started working with Dorey & Tolgyesi Insurance Brokers Ltd. they had a marketing plan, but it wasn’t taking advantage of social media.

Selling insurance is a complicated business. Prospects are usually unwilling to admit they need the service or don’t wish to plan ahead and with costs rising, this trend is difficult to overcome. With targeted Facebook campaigns, a company can hone in on an audience that is already having the conversation in their head. They can skip the preamble and move to the qualified leads.

“We were getting leads before, but we are very happy that the leads we get now with ClickHelp are excellent,” partner, Ernie Tolgyesi says.

Under ClickHelp’s direction, the company started using a targeted social media campaign. They took full advantage of the Facebook demographic engine and completely changed the way they were getting leads.

“Our results have been outstanding,” Tolgeysi explains. “And all because the leads we’re getting are quality leads.”

The results were very strong and very fast.

  • 15 Leads in 14 days.
  • Cost/lead = $13
  • Over 672% return on initial investment

An inbound marketing strategy that incorporates a paid Facebook social media ad campaign isn’t just throwing darts at the wall hoping they will stick. The complex algorithm is like placing you less than an arm’s length from the board with a dozen darts in hand. You’re work is easier and you don’t have to throw the dart at all.

In the case of Dorey and Tolgyesi, a streamlined quoting system was established which delivers qualified leads to the company. They can then determine which lead to explore immediately and which ones aren’t as serious.

A business that can take advantage of Facebook is well equipped to increase their qualified leads. With the proper plan, you can significantly increase your return on investment. ClickHelp has several different social media plans. Give us a call if you want to discuss how your business can take advantage of them.

Long Form Search Terms

When it comes to SEO, the old paradigm has changed and expecting to focus on a few keywords to own a specific sphere of influence just doesn’t happen.

Think about your search habits for a second. Do you enter one word on its own or do you put in a phrase or a group of words? Google’s algorithm takes this into consideration. That means your SEO practices and as a consequence your content has to be relevant and helpful.

Let’s look at a real world example for a moment. Car Medics is an auto repair shop in the Kingston region. At the time, Car Medics had been a client for a few years. They ranked well on Google in a saturated market. There are fewer than 2000 people per auto repair shop (90+ in the region), and that’s not even taking into consideration those people who don’t own a vehicle.

In this case for Car Medics, they had just expanded to a second location and wanted to capitalize on the good SEO position that ClickHelp had established for their first location. Their focus was on SEO. “In the last 12 to 18 months we’ve really put a focus on getting our name out there for both stores and to show we have the same level of service at our new store that we had at our Rigney location,” says owner, Phil Deveau.

The results were fantastic.

Year-Over-Year Growth

Car Medics has experienced year-over-year results as follows:

  • 85% increase in total web based engagements at their first location
  • 193% increase in total web based engagements at their second location
  • 120% increase in telephone calls originating from their Google listing that can be attributed to SEO for their first location
  • 975% increase in telephone calls originating from their Google listing for their second location

These kind of results wouldn’t happen if the SEO efforts didn’t consider long form search terms. Additionally, Phil has established a blog to great effect. The added content provided by the blog helps his site rank higher with relevance and helpfulness, both key elements of SEO.

If you want to explore whether your company can experience these kind of results, give us a call to discuss the effects proper SEO practices can have on your website.