BMIB is a retained client of Grofuse. Our team has managed many aspects of the company’s digital marketing strategy including website design, website development, ongoing search engine optimisation (SEO) strategy, pay per click (PPC) advertising management, content and copy creation, creative print advertising design, and social media marketing to increase leads.
Our team started the marketing and web design project by developing customer personas. Each page of the new website design was then wireframed, refined, and tested with real users to ensure the best user experience (UX). Customer experience is key - most users searching for insurance policies want to source the best deal possible. Therefore, the team strategically placed call to action buttons and informative, engaging information throughout the website to encourage users to take action.
While designing the website, the team implemented on-site search engine optimisation (SEO) so that Google could render it more effectively and the site would rank well organically on the search engines – reducing the need to spend more money on Google Ads.
For BMIB’s search engine optimisation, we split the work into two strategies. Firstly, to research and optimise pages in order to improve focused traffic made up of ‘ready to buy’ customers from the beauty industry who are looking for specific insurance products. Secondly, we optimised for traffic made up of people browsing for a new supplier for general insurance services.
For the client’s Google Ads strategy, we created focused campaigns to increase brand awareness for the organisation and promote beauty insurance products. Specific keyword campaigns were designed to present ads to potential customers who are in the market right now for insurance for their hairdressing salons, make-up salons, therapy clinics or similar businesses. Each ad group is tracked and focused for each keyword type, ensuring a high-quality score and lower advertising costs.
The BMIB brand awareness campaigns require a low budget but achieve a high reach. This is because they are designed to target people who have already visited bmib.ie.
Both of Grofuses’s SEO and PPC strategies are designed to work in tandem to assist BMIB in growing revenue and brand awareness in a competitive industry in Google search engine results positions.
The team also created new social media channels and manages all the accounts with the creation of ongoing posts and advertising. Tracking was implemented to re-target users that have visited the website with campaigns to keep the website relevant to warm leads.