We have a Case Study for you. And we love case studies (who doesn’t?). However, this one is a little different. Instead of showing off how incredible our digital marketing agency is, and the value we have added to our clients through carefully planned, developed, implemented and constantly optimised digital marketing campaigns, we wanted to show off something unusual.
Now, most digital marketing agencies don’t want their clients to leave; in fact, their very existence depends on them staying on as clients! And typically, we’d agree. We have built long-term relationships with our clients and don’t want them going anywhere.
However, I wanted to highlight one of our clients that left – for a good reason.
Here’s how Melbourne Insurance Brokers grew their business by working with Business Assist. How together, we developed and implemented comprehensive and successful digital marketing strategies that grew the business, enabling the owner to sell for a handsome profit. A bittersweet moment for everyone (when the client sold), but definitely one worth bragging about.
Here’s our Case Study:
When Mark Perree acquired Melbourne Insurance Brokers (MIB), the company was well-established but experiencing stagnant revenue growth.
With ambitious revenue and profit targets, the business needed to explore alternative marketing channels beyond those traditionally utilised in the insurance brokerage industry– known for its fierce competition.
MIB approached Business Assist to analyse marketing opportunities with the aim of meeting Mark’s ambitious targets, and business growth.
The Approach
Market Research & Needs Analysis
Business Assist embarked on a comprehensive market research and analysis phase, studying the insurance industry, consumer trends, regulatory changes, and the digital marketing strategies of MIB’s top competitors.
This research helped us understand the market dynamics, target audience, and unique selling points that would differentiate MIB in the crowded market.
Key Activities:
- Conducting industry research to understand market trends and consumer preferences.
- Analysing the digital marketing strategies of top competitors to identify best practices and gaps in the market.
- Identifying target audience demographics, interests, and online behaviour for personalised marketing campaigns.
- Highlighting MIB’s distinct advantages through competitor analysis.
Digital Marketing Strategies and Plan
Based on the insights gathered, Business Assist developed a customised digital marketing plan for Melbourne Insurance Brokers, focusing on:
Website Development: A new website with a strong focus on conversion rate optimisation to establish credibility and market positioning and increased visibility in Google SERPs.
Search Engine Optimisation (SEO): This involved initially targeting high-volume keywords and then expanding to more specific insurance products and industry-specific insurances, such as: the Construction Industry; Information Technology; Medical & Health Care and Transport & Logistics
Google Ads: Starting with the most profitable business insurances like public liability and business interruption, gradually expanding to other products and industry-specific insurances, such as: the construction industry; Information Technology; Medical & Health Care and Transport & Logistics
Landing Pages: Creating customised and fully tailored landing pages for each business insurance product to improve targeting, data collection, user experience, messaging, relevance to the search terms and ad content, competitor advantage, and conversion rates. Business Assist also established measurable objectives and outcomes, allowing Melbourne Insurance Brokers to easily and transparently track the impact of the changes and strategies implemented.
The Results
MIB achieved a top 5 rank in Google for every targeted keyword within 18 months.
Their revenue increased by 470% within 4 years.
The customer service team grew from 2 to 8 personnel to handle increased client onboarding and ongoing support.
1,760% increase in organic traffic, leading to a rise in quality organic leads from 4 per month to 70 per month.
Return on Ad Spend (ROAS) of 8.6 in the first 12 months, significantly higher than industry averages, with conversion rates for Google Ads 400% higher than the industry average.
The improved online presence and revenue growth enabled Mark Perree to sell MIB to Insurance House in late 2023.
Feedback from the Client
We’ve seen great success since working with Business Assist; they’ve consistently generated qualified leads, which has helped us substantially grow our business over the years. Business Assist has become our prime source of generating new, good-quality opportunities. They’ve been responsible for attracting about 90% of our leads, 25%–40% of which typically convert to customers. Rather than just delivering results, Business Assist has gone above and beyond to fine-tune their strategy to maximise our success. They’ve been proactive partners and consistently shifted their approach to keyword research. We’ve had to hire more staff to support the business they’ve generated, which is a testament to their success.
Business Assist has been a consistent and reliable partner over the years. They’ve always met deadlines. I’ve been responsible for project delays when we’ve had them, and they’ve pushed me to provide information or feedback when I’ve dragged the project along. Their team is very professional and knowledgeable; they have the right experts to help with our needs. We have bi-monthly or quarterly meetings depending on project initiatives. We used to meet in person, but since the COVID-19 pandemic, we’ve shifted to virtual video calls. Business Assist sends monthly progress reports outlining our website hits and campaign responses.
Business Assist has dedicated significant effort to learn the nuts and bolts of our business, which has shone through in their results. They’ve been highly invested in our success and paid close attention to detail when training new staff members, which we’ve appreciated. Whenever they’ve added a new team member to our account, they’ve thoroughly briefed them ahead of time. As a result, new team members have quickly added value to our marketing efforts. There is nothing Business Assist could improve on, I’ve been very happy with the partnership.
I highly recommend utilising the Business Assist team’s expertise and being open to trying the strategies they suggest.
How to help your business grow…
…whether you intend to sell or not…
If you would like help, advice, or guidance, our digital marketing experts are happy to help. And why not sign up for a complimentary 45-minute strategy session – obligation-free?
