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Connecting Social Media and Content Marketing with Organizational Goals

The Challenge

MIG has multiple locations serving  both Winnipeg and Portage La Prairie with a high level of customer service. However, the insurance business is competitive. With an online presence that was lacking and social platforms with little activity, Metric sought to solve this problem. Our goal, an online strategy that provided both direction and purpose to set them apart from their competitors.

The Approach

Social Media Action Plan

In order to better guide MIG’s social media strategy towards its organizational goals and better meet the needs of clients, we developed a Social Media Action Plan in the spring of 2012. A phased approach for improved communication with MIG’s target audience was laid out through Twitter, LinkedIn, YouTube, and a newly developed blog.

The plan focused on creating new opportunities for providing insurance products to customers and increased promotion of  MIG’s growing product offerings in the area of logistics. We differentiated MIG’s social media offering from that of its competitors by providing valuable content to its audiences. This strategy also laid the groundwork for more front-line involvement from the MIG team, including a social media policy developed for potential contributors to the various accounts.

Creating a Content Strategy through Never Forget Your Insurance

In the Fall of 2013 we developed the Never Forget Your Insurance campaign, which was started as another way for clients to connect with their MIG broker. NFYI offers a unique  portal with access to broker contact and policy information, electronic copies of all correspondence, and automatically sends you updates and timely reminders about upcoming renewals.  MIG was online, 24 hours a day, seven days a week—all without picking up the phone.

After creating the NFYI campaign, there was an opportunity for MIG to further position themselves as an insurance authority within the Winnipeg market. We developed and implemented a multi channel content campaign to educate and provide valuable information to potential buyers. Content from this campaign currently lives across multiple online channels and helps bolster MIG’s organic search visibility. The campaign focused on raising awareness and creating ‘evergreen’ content assets for ‘Never Forget Your Insurance’.

The primary piece of content for this campaign included in-depth blog posts, supported by other content such as videos and graphics. There are multiple benefits to having a well planned content campaign — for the audience; this included  better communication of the company’s services, vision, mission, and differentiators  improving the customer experience. The style and ease of that communication spoke  volumes about the organization and the MIG brand.  Blog posts, explained videos and micro content for their social media with a focus of introducing  visitors to MIG and the new Never Forget Your Insurance Program.

Industry

  • Insurance

Services

  • Web Design
  • Brand Strategy
  • Content Marketing
  • Social Media Strategy
  • Search Engine Marketing

Social Media Action Plan

The plan focused on creating new opportunities for providing insurance products to customers and better promoting MIG’s growing product offerings in the area of logistics. It differentiated MIG’s social media offering from that of its competitors by providing valuable content to its audiences. This strategy also laid the groundwork for more front-line involvement from the MIG team, including a social media policy developed for potential contributors to the various accounts. 

The Results

MIG is continuously connecting with their target audience, promoting new products and educating prospects whose problems can be solved by utilizing MIG's services. Each piece of content can be tracked and measured through a range of metrics such as number of shares, network growth, increased traffic and more importantly, leads.  Potential client leads  for residential and automotive insurance products are measured through Twitter and the MIG Blog, while leads for commercial and logistics products are measured on LinkedIn.