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Yow, marketing for a fortune 500

by TimD
2 replies
Working again with a client from a year ago. They have a health insurance site (it's a regional corporate office of a Fortune 500 firm you'd recognize) I put up for them. They want to make another push with it.

As you can imagine, the relevant search terms (this is small business health plans) have blown up with Obamacare, both on the Adwords side and the SEO side. I could rank them a year ago. Now, it's a stone wall. And the good keywords are $5 to $30 per click.

Content discovery is going to be a challenge since they're in the finance/insurance sector and content discovery vendors are skittish there.

Do I recommend they step up on Adwords, or get creative with content discovery and facebook ads? What do you think? This is definitely B2B. Their target market is businesses of 5 to 100 people renewing their company insurance.

Thanks for your ideas...
#500 #fortune #marketing #yow
  • Profile picture of the author savidge4
    There seems to be a pattern within the insurance spectrum of web use to target local markets / local agents directly. AllState would be a good example. EVERY agent has a corporate "local" page, and they have done a very good job with positioning that into the market.

    The theory is, positioning yourself this way you are eliminating some of the competitive traffic at large and localizing your target. Compound the corporate efforts down to the agent level, and the potential for double listing becomes very plausible. Add in agent density in larger markets, and you in theory could run the competition out of the primary listing page all together. As good as that would be, there would be issues in doing so.

    Content delivery is obviously very effective, with a 70 some percent read rate. However, reaching out to health insurance customers vs. Commercial health insurance decision makers, it's apples and oranges.

    I am not overly versed on FB and how it would play out in this scenario, so I will leave the commenting on that to others.

    You do not have an easy task ahead of you my friend. Supply and Demand at probably and industry all time high, everyone is after as much as they can grab, and doing what ever it takes to get it.

    Hope That Helps!
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