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.
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.
- Web Design
- Brand Strategy
- Content Marketing
- Social Media Strategy
- Search Engine Marketing