Benchmark Search & Digital Marketing Magazine - Issue 12 for Autumn 2023

TURN UP THE SEARCH VOLUME

Harmonising the power of humanised digital strategies and technological advances in the wake of Artificial Intelligence

LET’S BEGIN...

A WORD FROM THE DIRECTOR

Hello, and welcome to issue 12 of Benchmark, Click Consult’s search and digital marketing publication.

I’m excited to share with you this very special edition of the magazine, with a primary focus on one of our core sectors - Professional Services. There is a wealth of specialist knowledge and insights from our team of search and digital marketing experts.

I’m exceptionally proud of the work and results we produce, which is a real testament to an exceptionally talented group of search marketing professionals. What they do day to day, really puts Click Consult at the top of our game in the world of digital and search marketing. As ever, the magazine is full of thought-provoking content and advice to help achieve digital success.

I hope you enjoy and are able to take away some actionable insights that help to drive your digital strategy to the next level.

Thank you for reading.

CONTRIBUTORS

CONTENT

Immy Williamson

Sian Badich

Andrew Brocken

David Gossage

Lara Harding

Damien Horwood

Gregory Whitaker

DESIGN

Lisa Anne Mittal

PUBLISHED BY Click Consult Ltd

ADDRESS Willow House Oaklands Office Park Hooton Cheshire CH66 7NZ

PHONE 0845 307 4487

Julie Sowa, Managing Director

WEBSITE www.click.co.uk

SOCIALS

If you like what you read, shout about it and tag us on your social platforms:

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CHILL INSURANCE

An in-depth case study showcasing an integrated marketing approach

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GIVING THE SEARCHERS WHAT THEY WANT - WHY INTENT MATTERS MORE THAN EVER Matching the user intent to the search query in Organic Search (SEO)

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UNLEASHING THE POWER OF SOCIAL MEDIA: INSIGHTS FOR THE INSURANCE INDUSTRY

Addressing consumer concerns in regards to marketing within the insurance industry

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E-E-A-TING RIGHT: WHY THE INSURANCE INDUSTRY IS DITCHING THE ‘HARD SELL’ FOR USER-FOCUSED CONTENT

Why the importance of user-focused content (UFC) is greater than ever

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CLICK CONSULT: SECTOR SPECIALISMS

B2B, B2C, eCommerce, Health & Wellness and Professional Services

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A DECLINING PUBLIC IMAGEPOSITIVE BRAND AWARENESS THROUGH DIGITAL PR

The problems with Digital PR investigated and debunked

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RESOURCE: STAND AND DELIVER

How your brand can succeed online in an increasingly complex vertical

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THE POWER AND PITFALLS OF PAID MEDIA STRATEGIES DURING UNCERTAIN ECONOMIC TIMES

The potential for more budget, and more time, to be spent on your Paid Media (PPC) strategies

KEY INDUSTRY UPDATES

Sian Badich Senior Marketing Executive

In the fast-paced realm of digital marketing, staying up-to-date with the latest industry trends and advancements is crucial for businesses aiming to thrive in the competitive digital landscape. As technology continues to evolve at an unprecedented rate, digital marketers must adapt their strategies to harness its full potential. Below are the key industry updates digital marketers need to be aware of, in order to evolve with the landscape, and adapt to the pivotal changes.

Google changes following core update

In the days preceding the start of the second quarter, Google launched its core update (March 2023); a lot of the changes filtered through to last quarter, as many of the Google changes we saw were a knock on effect of this update. From adapting to incorporate AI within their system, to domain and policy changes, last quarter was a big one for the popular search engine.

6TH APRIL 2023

Google launched a new AI feature that aimed to help marketers write ad copy, such as suggested headlines and descriptions. This update is unrelated to their AI Bot, Bard.

13TH APRIL 2023

Google refreshed what was previously known as their “Google’s Product Review update”, and has evolved to simply be known as the “Reviews Update”.The “Reviews Update” incorporates products, services and things.

It was around this time that discussions began on fluctuations in organic search rankings, as many people began to see changes in the ranks on their webpages. In a Twitter discussion, Google’s John Mueller commented on this that just because a website is doing well today – does not mean that it will continue to do well in the future. The reasons he gives vary, from trending topics losing their relevance, or the quality of content not improving alongside competitor content.

17TH APRIL 2023

Google announced their plans to launch a new AI engine, Magi. They plan to launch this as a more video and visualcentric search engine, that produces results with more imagery, and that uses AI to give a more personal feel.

25TH MAY 2023

Google made several renovations to their platform in May; many of these changes were powered by AI, such as:

• Reducing some of the more time consuming elements of campaign launching, using their conversational AI tool.

• Using generative AI, PMax is now able to use your brand and vision to create text and imagery marketing assets

• To increase the ability to deliver relevant ads, Google have started targeting search queries with AI powered assets

• An update was launched to build upon the Search Generative Experience (SGE) update and integrate it with Google Shopping ads.

Some of the updates seen in May were unrelated to AI, such as the New campaign types added to Google ads, video views, and demand generation campaigns

1ST JUNE 2023

Google search now considers any domain that ends in .ai to be a top level domain, such as .com, .org, .net, .gov. This means that .ai domains will no longer be geo-specified to Anguilla.

9TH JUNE 2023

Google’s new Search Generative Experience (SGE), incorporates results powered by AI into search engine queries. While a major impact of this feature on search marketing is yet to be determined, some of the estimated impacts include:

• The AI powered search summaries are likely to decrease the organic user interactions with links

• Unique, professional and helpful content will be more crucial

• SEO strategies are likely to be impacted, so updates will need to be made

1ST JULY 2023

Universal Analytics was officially dissolved, and the new Google Analytics platform, GA4 was launched. This has been a huge shift for digital marketers, as they change and adapt their processes to accommodate the new system.

AI - THE OPPORTUNITIES & THE OBSTACLES

AI has been a hot topic in digital and search marketing for the entirety of 2023, and the last quarter saw it discussed at length by marketing professionals. For every opportunity that AI has brought to the world of digital marketing, there seems to be an obstacle to overcome alongside it…

3RD APRIL 2023

Around this time there was some discussion into how AI can be implemented to get a better understanding of consumer behaviour. AI tools can be programmed to gather data on elements such as what people purchase, when or where they might make a purchase, which channels they prefer to be reached on (Email, text, phone, social media etc.), and the time of day they prefer to be contacted (or targeted).

6TH APRIL 2023

Italy announced they were banning the popular generative AI platform ChatGPT within their country. This was due to concerns about data protection, ethics, and uncertainty around whether the platform was in breach of GDPR regulations set out by the European Union (EU)

9TH APRIL 2023

New findings from Hubspot gave some insight into how content creators have been using AI in 2023. While 77% of marketers agreed that AI could be used to generate content more efficiently, only 33% were using it to generate content ideas, and even less (28%) were using it to generate copy.

17TH MAY 2023

The following month, Hubspot released more of their findings on AI, this time in relation to generative AI and its use in marketing. Some of the statistics from their research was highly insightful: The majority of those surveyed also

agreed that they would use generative AI to make marketing collateral that was more personalised (85%). Just over two thirds of marketers (67%) stated that they saved a significant amount of time when using AI to write content, with many stating they were saving an average of 3 hours and 10 minutes on each piece of content. There were also concerns with using generative AI in marketing, however, with 26% of marketers raising concerns about being at risk of plagiarism.

21ST MAY 2023

The concerns about generative AI were not confined to Hubspot’s research alone, as discussions later in the month also brought up concerns about whether generative AI puts marketers at risk of copyright infringement. This was more specifically related to image generation, due to its nature to closely resemble existing artwork; while text can be altered, fact checked, and expanded – imagery cannot be changed in the same way.

2ND JUNE 2023

Concerns on the use of generative AI in digital marketing continued to rise throughout the quarter, with new findings from MarTech raising speculation on the tools accuracy. For FAQs, they found that ChatGPT produced answers that were only correct 29% of the time; for a further 19% of the questions, they were only ‘semi-correct’, where ChatGPT misinterpreted the question, or provided a different answer to what was asked.

9TH JUNE 2023

There’s never been a tech trend that Meta didn’t like, and generative AI is no exception, with the company currently developing various new generative AI tools for Facebook, Instagram and WhatsApp. Instagram’s developing a new AI chat option, which looks similar to Snapchat’s My AI tool.

PAID MEDIA & ADS - AMPLIFYING REACH, MAXIMISING RESULTS

While there have been some advancements to the digital advertising tools being used across the web in the last quarter, the future of digital advertising has also come into question…With ad blindness rife among the digital audience, and a cookie-less future starting to threaten the efficiency of remarketing campaigns, we are likely to be seeing big changes to the world of paid media moving forward.

25TH APRIL 2023

Microsoft has removed Twitter from its Digital Marketing Centre Management element. Due to this update, you are no longer able to:

• Access your Twitter account through Microsoft’s social management tool

• Create and manage drafts or tweets

• View past tweets and engagements

• Schedule tweets

5TH MAY 2023

LinkedIn is experimenting with generative AI, yet they are doing it somewhat differently. Via an AI assistant in your LinkedIn inbox that’ll be able to provide quick answers to questions as you engage in your DMs.

18TH MAY 2023

Meta has added a new and exciting way to use in-stream discount codes with a process that will automatically apply the advertised code in the checkout flow.

19TH MAY 2023

Digital marketers rely on cookies for their remarketing or retargeting campaigns; but as privacy concerns around cookies arise – and discussions on a cookie-less future are growing. Among the concerns are the methods that digital marketers might have to use in the future to minimise this impact, such as:

• First-party data collection

• Contextual advertising

• Using CRM tools

• Machine learning and AI

22ND MAY 2023

With the saturation of digital adverts online, a new phenomenon known as ad blindness is being discussed in digital and search marketing circles. Digital marketers are coming up with new ways to combat this, including making use of machine learning technology, making messaging simple and actionable, and storytelling.

23RD MAY 2023

AI generated ‘conversational search’ results could redefine how a SERP appears following a query – which could significantly impact the amount of attention both paid and organic search listings will receive.

24TH MAY 2023

Third-party platforms will soon be able to offer another type of Instagram ad placement via their apps. Although Instagram

added search ads placement in March ‘23, the new capacity will also enable ad analytics, so platforms like Hootsuite or Sprout Social, for example, will be able to provide full ad creation and analysis capacity within their management apps.

1ST JUNE 2023

Google Ads have updated their platform to include two new features. A simple, yet satisfying, new feature is the settings cog appearing when you hover over a campaign name - allowing you to view and edit the settings for specific campaigns quickly. The second feature is the ‘campaignlevel text assets’, which are headlines and descriptions which can be associated with a campaign, and then applied to all Responsive Search Ads (RSAs) in that campaign. These assets can both save you time and improve performance.

8TH JUNE 2023

New research has found that 67% of marketers are allocating more budget to influencer marketing in 2023, yet only 24% of these are working with an increased budget. The other 76% are diverting funds from other areas of their digital marketing strategy, most of which are from digital advertising. This is due to external elements starting to constrict ad budgets, meaning the money spent on ads doesn’t seem to be going as far as it used to, triggering the shift to social marketing methods.

26TH JUNE 2023

AI is starting to be used to fill junk websites with content, making them look realistic and attracting paying advertisers, according to the media research organisation. The research suggests that over 140 major brands could be paying for ads on unreliable websites, and 90% of these were served by Google.

10TH JULY 2023

In the next 4 years, the PPC software market is projected to meet 1166.87 million USD by 2027. Predicted to grow at a CAGR of 9.4% over the next few years, we are likely to see a huge jump from the industry’s 2021 valuation of 680.54 million USD in 2021.

18TH JULY 2023

Though it will be a while before third-party cookies become completely obsolete, marketers need to be prepared for when that eventually becomes a reality. If marketers do not start testing and evaluating alternative methods now, then they may struggle once methods that use third-party cookies are no longer in use.

19TH JULY 2023

Netflix recently launched a new, cheaper version of their platform – one that supports advertisements during the streaming sessions. This has been a successful decision for the platform, as they have already gained many new subscribers, and a substantial profit. As digital marketers, this gives us yet another platform to consider when thinking about ad placements – and a new audience to think about targeting.

NAVIGATING THE SOCIAL MEDIA LANDSCAPE

The world of social media is ever-changing. From platform updates to algorithm changes, the last quarter has seen several impactful changes to the social landscape.

2ND APRIL 2023

LinkedIn is supplying users with “suggested content” based on their interests and engagement activity. They hope to follow in the footsteps of TikTok where content is based on what you engage with, not just who you follow – this will (hopefully) lead to higher levels of engagement… and a more compelling feed for users.

13TH APRIL 2023

LinkedIn has added more identity features, providing more ways for people to prove that they are who they claim, including ID verification, workplace confirmation, and more. LinkedIn has partnered with identity platform, CLEAR, to provide a new way to identify yourself.

24TH APRIL 2023

For accounts with over a million followers, Twitter is reinstating their blue checkmarks. This comes after Musk tried to get those who wanted a blue checkmark to pay $8 per month for the privilege; many high-profile users publicly refused to pay, with some suggesting that it’s actually them that bring value to the app, not the other way around. So far, only 19K of the 407K legacy blue profiles have reinstated the checkmark.

13TH MAY 2023

LinkedIn no longer counts restricted and hibernated accounts in the total number of followers or connections listed on a member’s profile. This is being done to increase reliable engagement and reach insights on the platform.

TikTok also announced that Smartly.io is coming aboard TikTok shop as its inaugural video shopping ads partner. It will enable users a new way to facilitate in-stream, in-app commerce.

17TH MAY 2023

Instagram is rolling out a new feature, so that you can now use GIFs in comments.

19TH MAY 2023

Twitter has updated their platform to allow subscribers to upload 2 hour long videos. This feature has not changed for regular users, whose video upload limit remains at 140 seconds.

14TH JUNE 2023

Meta has recently announced a number of updates to entice creative talent by enabling them to maximise the reach (and resonance) of their content on Facebook. This update includes new Reels templates, updated Reels editing options and a daily checklist to help build your presence (including new performance insights).

28TH JUNE 2023

The popular video-sharing app, TikTok, has introduced keyword filtering for parents to limit their children’s “exposure” in the app. with an updated element of its Family Pairing option that’ll enable parents to block videos based on custom keywords, in addition to its existing mature content filters.

29TH JUNE 2023

Meta’s adding some new parental supervision tools on Messenger and Instagram, as well as some new notifications to help limit overuse of its apps, with a focus on younger audiences in particular, and avoiding harm and unwanted attention across its messaging features.

31ST JULY 2023

The famous social platform to follow celebrities, formerly known as ‘Twitter’, has officially been rebranded by billionaire Elon Musk, and is now known as X.

1ST AUGUST 2023

After surging to social-stardom after its launch back in February, ByteDance (the creators of TikTok) lifestyle app Lemon8’s popularity is plummeting. Their daily active users have nearly halved since the launch, from almost 12k to just over 6k daily users.

A PEEK INTO THE CRYSTAL BALL…WHAT CAN BE SEEN IN THE FUTURE OF DIGITAL & SEARCH MARKETING?

With a monumental number of changes to the digital marketing landscape in just one quarter, we can presume that moving forward marketers are going to have to make some major adaptations to their strategies. From AI’s impact on organic search, the increase in popularity of short-form video content, and the announcement of emerging tech predicted to alter the digital marketing landscape as we know it…what can we expect to see in the world of digital marketing moving forward?

23RD MAY 2023

With all the changes to the world of search, and updates to the search engine platforms that are going on recently, the impact on SEO has been scattered throughout discussions recently. The major changes that are likely to have an impact on SEO, and need to be monitored by digital marketing are:

• The adoption of voice search on search engines

• The changing wants/needs of users – including a more personalised and visual experience when conducting research

• The increase in people consuming the majority of their content on mobile devices, and adjusting content to be more mobile-friendly in the near future

14TH JUNE 2023

85% of consumers want to see more video content from brands. With TikTok positioning itself as a search engine, and traditional search engines starting to include more visual aspects to search, it is no wonder that video marketing is on the rise. The reasons for this increase are theorised:

• Video is more engaging than text or static imagery

• Video can be shared easily across a multitude of platforms

• Video can boost organic search and social media engagement

26TH JUNE 2023

Virtual reality (VR) has been around for a while now, but it has only recently started to become a major player in the search marketing landscape. With Apple, Meta, and other major brands launching (or announcing the launch of) brand new tech, that encompasses the real world into the digital one, digital marketers need to consider the impact this will have on digital and search marketing in the future.

1ST AUGUST 2023

Coca-Cola has become the first company to appoint a ‘Global Head of Generative AI’. As AI becomes an integral part of dayto-day marketing activity, employing people to be a lead on the topic is likely a step forward for marketing teams. With fears that AI might decrease the number of jobs available in the field of marketing, Coca-Cola appointing this new position might ease some of that tension – as AI is starting to create roles in the industry. It will be interesting to see how CocaCola moves forward with the new addition to its marketing team, and how this shapes the future of the industry.

BLOW OUR OWN TRUMPET

HOW TO RETAIN CUSTOMERS AND TARGET NEW AUDIENCES IN UNCERTAIN TIMES

Sian Badich Senior Marketing Executive

Inflation has hit a 40-year high - with business costs rising, and a plummet in consumer spending, all industries have felt the impact. As costs continue to rise, consumers are likely to set stricter priorities, and reduce their spending - looking to cut unnecessary or expensive services due for renewal; for professional services, retention during times like these is more important than ever, since 80% of their year-on-year work comes from retaining customers.

When finances get tough, budget cuts are common in business, and marketing teams are often one of the first to be impacted by these cuts; 74% of Chief Marketing Officers (CMOs) experienced budget cuts in 2022.

In uncertain times, it might feel like a struggle to keep your marketing strategy afloat. Without a strong marketing approach, you are unable to nurture and retain current customers, or reach out to new target audienceswhich subsequently leads to a further drop in sales, and consequently more budget cuts. A vicious cycle that may seem impossible to break…and yet, there are several lowbudget, or even free, marketing tactics that can be employed - and with the right team of experts behind them, are likely to drive impressive results.

DRIVING BRAND AWARENESS

Brand awareness is a crucial part of any marketing strategy, but it is often overlooked for other methods that are more directly related to lead generation, conversions, or driving revenue like events, webinars, or downloadable (gated) content. In reality brand awareness has a knock-on effect for all the above; the more the public is familiar with your brand, the more likely they are to consider your services.

Social media

There are several budget friendly methods you can adopt to increase brand awareness - social media being one of them. Social media has given brands the opportunity to put themselves in front of their audience in a way that has never been historically possible. While there are several paid opportunities on social media, there are also many organic ways that you can drive traffic to your pages or website, and grow your audience. They include:

• Create a variety of social content: While short form video content is currently the favoured way to digest information, a variety of posts (carousels, static images, reels, animations) on your main social media feed is the most effective way to encourage brand awareness.

• ‘Stories’: using features such as Instagram or Facebook stories helps you boost engagement with your audience through interacting with polls, replying to comments, answering quiz questions (& more!!)

• Share customer posts (user generated content): encourage customers to post about your services on their own social platforms, and if they tag you in a post share it. This will help you build connections with your audience, give your brand a more personal feel, and increase your brand advocacy.

• Organic interaction with related accounts: interacting with influencers or other accounts within your niche will build up a genuine rapport with them; building authentic influencer relationships will create a community of people you can ask to be potential brand ambassadors, or partner with in other ways.

• Competitions: run competitions to increase engagement with your platform, and potentially drive customers to your website.

COMMUNITY ENGAGEMENT

When trying to run a business, anything that is not directly related to driving success and meeting goals may seem like a pointless exercise. However, activities such as community engagement can actually do a lot more for your company than simply bring good karma. Community engagement not only puts your brand name out there (again building on the brand awareness idea of familiarity), but it also associates your brand with positively impacting society. It is also great for

businesses that are predominantly local, as there are bound to be potential customers within your community, and they will get to know and trust your company through your community outreach. Ways that you can engage with the community are:

• Encourage employees to get involved in charity events, and raise money for the charity on behalf of the company, e.g. sponsored bike rides, marathons and other running events, community bake sale etc.

• Get involved with local wellness and environmental groups, and join activities such as beach cleans and volunteering at animal shelters.

• Get in touch with local schools and see if you can help out with career days, to educate the children of your business, and inspire a new generation of budding talent in professional services.

AUDIENCES: EXPAND & NURTURE

In order to reach your target audiences, you will need to ensure that any marketing collateral that you create is visible - how can this be done on a low budget?

Organic search

Organic search tactics, also known as Search Engine Optimisation (SEO), is a range of clever tactics used by marketers to increase the likelihood that their content will rank highly on search engines. These tactics include:

• Keywords: A word (or phrase) that a user wants to search for (when searching) or wants to associate a page or piece of content with on a web page.

• Metadata: Refers to the ‘hidden’ information within a document that gives users a concise overview of the type of content they might find on a webpage.

• Backlinks: A link on a third party website that navigates back to your website.

• EEAT: a digital marketing term used to evaluate online content against how it demonstrates Experience, Expertise, Authority, and Trustworthiness.

If SEO is done well, your website and content could appear on the top SERPs - increasing the likelihood that your brand will be put in front of your customers and target audience.

35% of local mobile searches end in in-store visits

If your business counts on local people coming to a physical location, or is specified to a certain region, then you might want to make use of ‘local SEO’. Local SEO is a more in-depth version of SEO, where the goal is to use these tactics to increase the chances of your web pages appearing on local online listings, or in places such as Google maps when search queries are made in a specific area.

EMAIL MARKETING

Email marketing is a classic way of maintaining communications with current or prospective customers. Emails can reel users into your website by teasing new content pieces (such as blog posts, videos, or case studies they might be interested in), products or services (new listing for sale? New accounting software available? New type of loan or savings account on offer?), or through exclusive discounts or offers on those services.

Email communications can also be personalised - and through setting up certain triggers or events on your website, you can even send emails that are related to the website content they were looking at.

Conferences & networking events

Attending conferences or networking events gives you the opportunity to network and build new relationships, or strengthen existing relationships, with both other professionals and potential customers. Oftentimes it is either free, or just a small fee to attend such events (not including any travel or overnight costs - but even those you can often get on a budget).

Examples of some conference and networking events targeted at those working in professional services are:

• Benchmark studios: The North’s leading search marketing conference is back in 2023; Benchmark Studios is a more intimate and exclusive twist on the original conference that gives delegates digital marketing insight relevant to their industry, providing a bespoke experience with information that can be applied directly to their day-to-day work.The initial instalment will focus on the digital marketing trends, news and technology from the Professional Services industry.

• The Tech & Innovation Leaders Summit 2023professional services: leaders from the UKs top law firms, accountancy practices, and consultancy, come together for cross-learning across the major themes impacting industry leaders.

BUILDING AUTHORITY & ESTABLISHING LEADERSHIP

Content marketing

When offering a service(s) instead of a product, like most professional services, you often have the challenge of having to jump over several more hurdles before a customer makes a purchase. This means that your website, and the content on it, needs to look professional, have all necessary information easily available in a digestible format for your audience, and showcase your authority within your niche.

Creating content that follows the EEAT guidelines showcases your brand’s expertise, and displays your relatability and trustworthiness as a company; this content is the most likely to resonate with your audience – encouraging them to delve further into your brand, and eventually enquire about your services. For this, you are going to need a strong content strategy, and a team of expert copywriters and designers to create a wide range of written, visual, and video content.

Content you can create that embodies the above include:

• Case studies: Case studies are a great way to showcase your brands expertise, success stories, and achievements, while also providing a personal and relatable feel for other potential customers.

• Trending news: contributing to the industry narrative by either providing comments & quotations on the latest news and research, or creating content based upon what is currently being discussed in your industry will help you appear as a trustworthy, industry professional to your audience.

• ‘How to’ blogs and advice: in industries such as professional services, where clients and customers might need to do a bit of reading or researching before enquiring about services, would be interested in blogs that offer specific advice. For example, people might look at:

• ‘How to set up a current account’

• ‘How to start the journey to becoming a homeowner’

• ‘How to do your taxes’

Awards

Entering awards, especially if you are shortlisted (or even better if you win), are great to put your name on the map as a prestigious leader in your industry. Even if you do not win any awards to begin with, just being associated with the awards is enough to get you noticed. While some awards can be expensive to enter, most awards have discounts for entering multiple categories, or will have one or two categories that are free to enter.

Winning, or being shortlisted for awards gives you content that you can shout about across your social media accounts, and you can display the awards on your website as a badge of credibility for your brand.

DATA & ANALYTICS

When budgets are tight you want to make sure that you are not wasting a single penny. For this reason, it is important to keep an eye on the performance of any campaigns to get an idea of what is working, and what is not. Continuous data collection and campaign evaluation is essential to understanding the ebb and flow of the online marketplace,

and to keep your marketing collateral up to date with industry changes. Tools such as Google Analytics are a great way to look at content performance, and give you insight into how to improve when planning future marketing campaigns.

Another way to optimise your campaigns to limit budget waste is to A/B test messaging to see which one performs better; this is when you put out two pieces of content with slight differences at the same time, and monitor both to see which one attracts a larger audience. This way you can quickly determine the type of messaging that works best for your target audience, and don’t waste budget on a campaign that ultimately does not bring about any customers.

DIGITAL MARKETING FOR PROFESSIONAL SERVICES WHEN EVERY PENNY COUNTS…

There are many ways you can market your business across multiple channels - even when the budget is tight. These tactics work best when there are strong professionals behind them, who are experts in the topic.

You might want to consider partnering with a marketing agency to manage your marketing activity. This might be the most budget friendly way to have access to experts in the respective areas of marketing needed, without the additional staffing costs that comes with hiring additional team members.

A strong marketing strategy is vital for business success, so while it might be easy to cut marketing budget first when things get tight, it is important that the marketing strategy is not overlooked and does not falter.

Achieving Visibility And Capturing Consumer Attention For UK Law Firms

Immy Williamson Senior Marketing Executive

There were 66.11 million internet users in the United Kingdom in January 2023, currently standing at a huge 97.8% of the population. Law firms now have no option but to tap into the advertising potential of the nation, considering that in the last four years 64% of adults in the UK experienced a legal problem.

If legal firms think they are exempt from utilising the marketing strategies at their disposal, they are sadly mistaken. A study conducted by Clio found that the stark majority of law firms see their bottom line as the most important metric for success, with 84% of legal professionals stating that increasing revenue is important. However, in the same study the respondents overlooked growing their client base as a driver of revenue, suggesting that many firms aren’t focused on one of the most impactful catalysts for achieving their core business goals.

In order to maximise new business opportunities, law firms need to look at marketing strategies across as many channels as possible in order to be seen, and differentiate themselves in an oversaturated market.

BE SEEN

It is falsely assumed that law firms do not require marketing means to increase clientele. It is now more important than ever that practices take advantage of the search and digital marketing strategies at their disposal in order to achieve visibility and capture their target market’s attention.

Search engine optimisation (SEO) for law firms isn’t vastly different for strategies across the board, however there are some key considerations to take into account for the legal industry - and SEO is a tactic (or range of) that is often overlooked by law firms, meaning the potential for a missed opportunity.

Referrals by friends and family is at the top of the list of new client acquisition, followed closely second by online searches, with 17% of legal consumers looking for a lawyer via this method.

Achieving relevant and profitable enquiries online stems from above parr content, and content hubs, think quality over quantity (but there will more than likely be hundreds of pages of content for the site too) to really stand out in the most competitive legal sectors.

Common conditions to look out for, and fix/improve, include:

• Fixing duplicate, missing, and truncated title tags

• Finding and fixing duplicate or missing meta descriptions

• Finding and fixing multiple H1 tags

• Improving title tags, meta descriptions, and page content

• Optimising images for SEO

• Optimising topic clusters

• Finding and fixing keyword cannibalisation

• Improving content readability

The content itself should aim to answer questions prospective clients are searching for, or may have before committing to a specific practice. It’s all about satisfying demand while providing value, in addition to increasing trust as an expert in the field.

Ensuring that the content is capable of being linked to it must be published on an online platform, with the capacity for people to create links to it from other sources (such as social media).

A great SEO technique is to generate backlinks and offpage citations. A law firm gains credibility in the eyes of a search engine if the content is referred from other websites and sources; however, what must be taken into account is the quality of the referring site - there are plenty of domain authority (DA) checkers, like MOZ that can rate a site’s influence and dominion.

For law firms, foundational content is content that increases the visibility and organic search rankings of either practice area pages or location pages. When creating and adding relevant keywords to content and content hubs ensure that each location that a law firm practices in should have its own hub, as well as each practice area. All informational content on the website should support at least one of these foundational hubs.

ARTIFICIAL INTELLIGENCE

As technology continues to advance, the legal profession is also evolving, and artificial intelligence (AI) is playing an increasingly important role.

Those practising law are seen as sagacious and operating in an industry that rewards preparedness and respect for precedent - but oftentimes lawyers can be time poor. In the digital age the time has come to work smarter not harder, which is where AI can offer a helping hand.

There have been considerable advances in AI, with the likes of ChatGPT dominating search news and trends. However, practices are reluctant to adopt AI into their professional arsenal due to concerns over confidentiality. The future looks to be AI and maintaining confidentiality is certainly key for sensitive industries, such as law - with it you can explore data to uncover valuable insights about current and prospective clients, and their preferences.

There is (as always) the elephant in the room in regards to the risks associated with generative AI*, most common are copyright infringement, inherent bias, overestimation of its capabilities, and the creation of deep fakes. Law firms must take an additional consideration towards the ethical implications of using client information within AI, as a rule of thumb it is best not to input private and privileged information into a tool like ChatGPT.

AI can determine the optimum time to share content across the web so that it reaches the right people, at precisely the right time. It is a feature built into many scheduling software tools, as well as social listening tools to fuel the content that is geared towards SEO.

When data has meaning, it can prompt action. One of the most powerful aspects of AI is its ability to take large swaths of data and give it meaning - Google Analytics 4 is an example of this aggregation of data with worth. By using GA4’s Intelligence tool, we are able to receive an answer to queries like “what actions do prospects take compared to cold prospects?” due to its machine learning capabilities.

As AI technology continues to develop, it is likely that even more innovative and effective uses for AI in legal marketing will be developed.

*a branch of artificial intelligence that focuses on creating or generating new content that is original and resembles human-created output.

DIFFERENTIATION IN AN OVERSATURATED MARKET

With many law firms vying for the same clients, standing out from the competition is done by differentiating themselves through their marketing.

One of the ways this can be achieved is through personalisation; this refers to the process of creating individualised and relevant interactions based on the firm learning about its consumers from analytical data. The actions based on this information have a lot of potential, due to clients expecting a unique customer experience based on their own desires.

80% of consumers said they are more likely to make a purchase when businesses provide a personalised experience.

To get started here are four ways to deliver a personalised strategy, as unique as the clients and prospects coming through the doors.

Comprehensive knowledge of prospects and their buying journey

Understanding what clients want is crucial to personalisation success, what do they need at each step of their firm selection process? This information helps to craft empathetic and useful messaging that speaks directly to their needs.

A CRM is integral to success

WIthout data, there is no personalisation. Data such as:

• Communication preferences

• Location

• Name

• History with the firm

Will all help with the personalised journey of the individual. It is important to remember to adhere to GDPR.

Invest in the right technology

Deliver the right message at the right time, with software that is simple to use for both marketer and end user - make it clear where they can opt-in… or out!

Thoughtfulness is key

While personalisation is a great tool to have, there is such a thing as going too far. Using someone’s first name, for instance, can make the user feel more at ease with their experience, however bringing up a sensitive personal issue from a prior case (or the wrong case) is inappropriate.

Building up this infrastructure can take time but the rewards are manifold. More leads, higher retention, brand affinity, increased revenue—these are just a few of the benefits that those in the legal profession will obtain.

FINALLY, DELIVER A GREAT EXPERIENCE

Consumer expectations are increasingly shaped by their experiences across other industries, and law is no different - to stand out from the crowd you must deliver a second-tonone online experience.

Legal problems can significantly alter the course of a person’s life—and lawyers are in a unique position to help their clients achieve the best possible outcome for those problems. Addressing the client needs with as little emotional friction as possible is key to delivering a great - and human - experience.

Chill Insurance Case Study

- An Integrated Search Approach

About Chill

Chill Insurance is Ireland’s leading online aggregate insurance broker. Dedicated to making the search process as simple as possible for their customers, Chill. ie compares 14 major insurers to help consumers find the insurance deals that work best for them.

By offering insurance policies in a wide range of coverage areas (including car, home business, life & travel insurance), and an ethos to find the right policies at the right prices, Chill Insurance aims to make finding all types of insurance more convenient than ever.

The Challenge

The online Irish insurance industry is highly competitive; Chill Insurance aimed to outperform its competition by increasing web visibility through optimising both its paid and organic strategy - and came to Click Consult to overhaul this.

Click conducted several thorough analyses including:

• An analysis of Chill’s website, including a backlink analysis

• A competitor analysis

• An analysis of the current marketplace

This helped us to gain a comprehensive understanding of Chill’s current positioning. Using this insight, Click put together an aggressive and highly targeted strategic approach that aimed to:

• Improve organic visibility through better positioning in the SERPs, surpassing competitor rankings

• Increase the quality of traffic to the site, subsequently increasing the likelihood of conversions

The Approach

Click adopted several organic and paid strategies to increase brand awareness, reach, and visibility.

Organic

An extensive round of keyword research identified a range of high-opportunity keyword targets such as:

• Car insurance

• Home insurance

• Business insurance

• Life insurance

• Mortgage protection insurance

Combining this research with an analysis of Chill’s onsite content helped to create a strategy document mapping out gaps where opportunities lay to create new pages featuring the identified long tail keywords. Our content team then created suitable assets conforming to our rigorous ‘SURE’ standards (substantial, unique, relevant and engaging) which, once signed off by the client, were uploaded to the site.

These keywords were also used to develop unique pieces of creative, shareable content to enhance their backlink

Organic results

131% Increase in organic sessions

196% Increase in conversions

profile. The backlink strategy was improved by earning media placements among bloggers with an audience demographic relevant to Chill’s market, as well as gaining national media coverage. This helped improve organic search rankings for Chill’s website, presenting them as a thought leader on topics within their industry, and subsequently increasing lead generation.

Paid

Alongside the organic strategies, Click deployed several paid media bids on a range of keywords with the aim of:

Expanding reach and targeting a larger volume of traffic, by bidding on terms with a volume of impressions basis Driving conversions by bidding on terms with a conversion volume and efficiency

Switching a focus from click-through rates to cost per clicks (CPC), reducing the volume of traffic but improving ad engagement and on-site performance.

Paid results

315% Increase in conversions

2257% Increase in clickthrough rates

Car insurance Position 13 to 1

Life insurance Position 4 to 2

Home insurance Position 4 to 2

Business insurance Position 6 to 2

80% Decrease in cost per acquisition (CPA)

GIVING THE SEARCHERS WHAT THEY WANT : WHY INTENT MATTERS MORE THAN EVER

David Gossage SEO Manager

One of the most important, but often overlooked, requirements for a successful SEO campaign is to match the user intent of the search query. Traditionally, user intent was categorised into three primary types: informational, transactional, and navigational. The basic concept is to ensure that the web page that you’re using to target a particular keyword should match the intent of the results. For example, if you’re looking to target “best laptops” then users will be looking for information so you should not try to rank a product page for this term.

Whilst this definition of intent helps us to understand search results better, the need to dig a bit deeper is essential to not just rank better, but to convert. As SEO professionals, our primary objective should not be limited to simply matching keywords or ranking high in search engine results. Instead, our focus should be on something more profound: providing searchers with the answers they seek, even if they haven’t explicitly posed a question.

With the rise of AI, expect the amount of content on the internet to increase exponentially and most of it will offer nothing that is already available elsewhere. If low quality, low effort content continues to be rewarded in search results, Google’s users may find what they need elsewhere. Once they are gone, they are unlikely to return. Whilst it may be possible to rank with poor content right now, Google will need to massively up their game to retain the trust of their users.

In this article, we will delve into the nuanced concept of user intent and its critical role in SEO.

UNDERSTANDING THE USER CONVERSION FUNNEL

Before we can dive too deep into search intent, let’s have a look at the user conversion funnel, which serves as a guiding framework for understanding the journey that users undertake from initial awareness to conversion. This funnel consists of three key stages: awareness, consideration, and decision. Each stage presents a unique set of user behaviours, expectations, and intents that should be carefully considered to optimise website content and maximise conversions.

The stages of the conversion funnel can be summarised as follows:

• Awareness: This is where a user is aware of a problem they are trying to solve and is looking for information. This can be anything from fixing a broken car to deciding what protein shake is best for their workout. Having informative content which can point them in the right direction is essential to fulfil their needs.

• Consideration: At this stage, users are generally aware of what they need and want to compare different solutions. Content should focus on the benefits of your product and how it differentiates from the competition.

• Decision: Users who have made a decision about their online goal need a clear path to conversion. Solid calls to action, enticing offers and a streamlined process to get to what they want are all essential at this stage. A healthy amount of FOMO will also provide a boost.

Having an awareness of the different stages of the conversion funnel and how they relate to search intent is important to understand what the user is trying to find from your content. Your content should satisfy the stages of the funnel which your page is looking to target.

ANSWERING UNASKED QUESTIONS: ANTICIPATING USER INTENT

Whilst it is possible to know what keywords are driving traffic to your web pages, we are not mind readers. Whilst some queries can be detailed questions, making it clear what the user is trying to find, some can be a single word. Therefore, we have to fill in the gaps. By anticipating user intent and providing comprehensive answers, your website can deliver an exceptional user experience and establish authority within your respective industry.

So how can we know what users are thinking when finding your site through a vague or obscure query? Here are some examples:

Analyse your Search Console Queries

The chances are, there are already relevant questions that people are using to find your website, you just need to know how to find them. Here’s a handy way to get the questions that people are asking about your content:

1. Go to your Search Results report in Google Search Console.

2. Open the query filter and select “Custom (regex)”.

3. Enter (what|why|where|when|how|which|who|whom|who se) and click apply.

Suddenly, you have a list of every question your site appears in search results for and you can filter by individual page.

The drawback of this method is that you can only see questions which your site already exists for. To get those hidden questions, you may need to dig a bit deeper.

People also ask

This is a great and underrated resource. When you make a search, Google will include the “People also ask” snippet with a list of questions which are relevant to your query. To an SEO, this information is gold.

Think about it, you want to know what questions might be relevant to your page and here Google is literally listing them for you. I recommend analysing a list of keywords, the more the better, to see what question trends appear. That way, you can include these trends into your content strategy across the whole site.

Review your paid search queries

If you have any broad match ad groups set up for your Google Ads campaign, this can be a great resource of questions related to your web pages. Get an export of your broad match keywords driving impressions and filter for questions to see what extra information users may want to find about your offering.

Utilise your customer services

The people working with your customers on a day to day basis are often the best resource to know what they want. Having a clear line of communication between your customer service teams or store stagg and your SEO or content team is a great way to find out what your visitors really need from your content.

Alternatively, customer service platforms like Zendesk or Zoho can create online help centres based on your customers’ enquiries which can be a great resource for your web pages.

Experience

At the end of the day, no one knows your products better than you do. Use all of your industry knowledge to anticipate your customers’ needs and feed this into the content on your site.

RETHINKING THE OLD-SCHOOL INTENT MODEL

So we’ve given you a lot to think about with what your visitors might need. Let’s think about how this impacts the traditional model of search intent.

Informational

A common mistake that many people make when writing informational pages, particularly with articles is to focus too much on keyword inclusion or meaningless metrics such as word count. When writing for search engines or focusing too much on SEO, it can be easy to ignore the most important question; are you answering the user’s question?

Let’s take an example of a popular keyword; “best moisturiser”.

(Note: As mentioned above, this is an example of where Google REALLY needs to up its game to avoid losing trust in its users. At the time of writing, Glamour magazine rank #1 for “best moisturiser” and their article is awful. There’s over 1000 words of “SEO text” before you even get to the content you visited the page for. Then there’s 29, yes 29, products listed. It’s hardly an article about the “best” moisturiser if they’re ALL included. Then each product contains one or two sentences of blurb before trying to send you to their affiliate links. Unfortunately, there are many examples of terrible articles like this which rank purely because they are published from big brands. With AI content on the rise, expect low quality content like this to increase exponentially, so it’s up to Google to reward sites which put effort into answering intent. Rant over.)

Ok, back to my point. If you want to target this keyword and have a future-proof content strategy, you need to think beyond treating it as an “informational” keyword. You should think about the following:

• Visitors will expect to see a list of products in a simple format.

• How are the products chosen for the list? Who has tested them?

• What makes this product the “best”. Who is it best for? What ingredients do they contain?

• What are the pros and cons of each product?

• What are real people saying about it?

This is only one example out of countless types of informational content. However, a similar process should be considered across the board, including:

• What stages of the user conversion funnel is the content targeting?

• What questions are relevant for this stage of the funnel?

• How is the content tailored to the visitors’ needs?

Transactional

A common example of where this intent gets a bit fuzzy is on ecommerce sites. Many make the mistake of assuming that people searching for products and categories on an ecommerce site are at the decision stage of the user conversion funnel. Consider the following 2 search queries:

“Elemis pro-collagen marine cream 50ml”

And “Anti wrinkle cream”

Based on the search results, both of these search terms would be lumped together under “transactional” queries, but both queries imply that users are at a very different stage of the user conversion funnel. Tailoring the content to meet the specific intent of the user can reap rewards. Let’s have a look at a couple of examples, specifically around ecommerce.

ORGANIC

For ecommerce categories, most visitors will still be at the consideration stage and are looking to see what you sell. Some things to consider to assist your visitors include:

• Clearly display your products to show off your range of stock.

• Include filters to allow customers to find products to fulfil their specific needs.

• Prominently link to subcategories.

• Include extra information about each product, including reviews and summary snippets

• Is there any relevant information which can be included to educate users to be able to make their choice?

For products, there is a common misconception that visitors to these pages are at the decision stage and all the content is focused on getting them over the line to make a sale. The fact is that many visitors are still researching the product. They may be looking at how easy it is to use, what are the ingredients, is it vegan friendly and many more questions. Including answers to these questions in the form of text, images and videos.

Also, don’t be afraid to link to relevant content from your product pages. Those who are ready to buy will simply ignore them, but those who haven’t made a decision yet will be grateful for the useful information.

Navigational

This is basically a way of describing searches for your brand name. A common misconception is that these are people who are just looking to visit the homepage. However, there are several reasons why someone might want to search for your brand, such as:

• Looking for your contact or customer service information. Make your contact page easy to understand, with clear calls to action for your most efficient contact method, such as your live chat. FAQ questions are vital on these pages are vital as they can provide people with the answers they need before they cost you money by contacting your customer service team.

• Login pages. Many sites prevent search engines from indexing login pages. However, it is worth reviewing your branded queries to see if a significant amount of people are trying to get to your login pages directly from search engines. Making it difficult for them to sign in may make them look elsewhere.

• Voucher codes. Many ecommerce sites will be signed up to affiliate schemes which will usually include voucher code sites. So many customers will search for vouchers before going to the checkout. This means that you need to give a discount and pay affiliate commission for the privilege. Having a well-structured voucher page in search results can divert users from 3rd party sites and save a fortune in affiliate fees.

By understanding user intent at each stage of the conversion funnel and thinking beyond the traditional informational, transactional, and navigational categories, you can create a seamless and engaging user experience that drives meaningful conversions. So stop trying to shoe-horn your content into an outdated system and look more closely at the nuanced relationship between user intent and the conversion funnel.

At the end of the day, the goal of your content is to give your users what they want. By anticipating their needs and fulfilling those unasked questions, you can reap the rewards.

Unleashing The Power Of Social Media: Insights For The Insurance Industry

Lara Harding Senior Content Marketing & Social Executive

In today’s interconnected digital landscape, social media has emerged as a powerful force that has revolutionised the way businesses and industries operate. From small startups to multinational corporations, organisations of all sizes have recognised the immense potential of social media platforms to engage with their target audience, amplify brand presence, and drive tangible results. As a social media manager, it is crucial to understand how various industries can harness the power of social media to unlock success and stay ahead of the curve. One industry where it can be tricky to nail a social media strategy is the insurance industry. Let’s explore the strategies, triumphs, and challenges faced by the insurance industry as they navigate this ever-evolving landscape.

HOW TO USE SOCIAL MEDIA FOR THE INSURANCE INDUSTRY

Insurance social media marketing presents unique challenges due to the complex process of obtaining quotes and compliance with industry regulations. However, it also offers an opportunity to address consumer concerns and differentiate your brand.

Enhancing your brand awareness

Insurance industries can effectively build brand awareness using social media platforms. By consistently sharing valuable content, such as informative blog posts, educational videos, and engaging infographics, insurance companies can position themselves as trusted authorities in their field. They can also leverage social media advertising to target specific demographics and expand their reach. Encouraging customer reviews and testimonials on social media platforms helps build credibility and establish a positive brand image. Engaging with followers through comments, messages, and live chat features fosters personal connections and strengthens brand loyalty. Through strategic and authentic social media presence, insurance companies can successfully increase brand awareness and visibility among their target audience.

Social listening

Social listening is a tool that every industry should be using - it can be used to monitor keywords, hashtags, and even brand mentions relating to your industry. Social listening also allows you to listen to any mentions of your brand in real-time right across the internet, giving you the ability to jump onto conversations happening within your industry. For example, the hashtag #HomeInsurance has been used over 20 million times on TikTok. There could be a user on Twitter that is finding it difficult to sort out their home insurance. By using the social listening stream you have created ( #HomeInsurance), will pull through mentions of this hashtag,and you can then reply back to the tweet with your advice. The more you use this tool the better you become at leveraging it for your business and become an authority in your industry by getting involved with the conversations that are happening on social media platforms.

Authenticity

People will buy from people, and authenticity is key when it comes to building trust with your consumers. Many insurance companies on social media make the mistake of posting content that only relates to their company, such as sales posts, our offerings, our story etc. All while using stock imagery instead of real people to accompany these posts. These posts are valuable but it’s important to show a human side and be relatable to your audience.

Utilising Instagram and Facebook Reels and TikTok can be an incredible way to enhance reach, build brand awareness and gain potential customers. These short-form video platforms are an amazing way to create digestible, saveable and relatable content for your audience. Recognise your customers’ pain points and create helpful videos around that using a member of your business or hiring a content creator. A video series of FAQs would be a great way to help your audience with questions they may have asked through social media DMs or emails, you can then answer these questions through a Reel to TikTok video.

Share on your social channels, any community-oriented activities undertaken by your team contributes to building trust in your brand. As insurance is a significant purchase, clients seek assurance that they are dealing with a brand that shares their values. By showcasing your team’s involvement in community initiatives, you establish a connection and align your brand with the values of your clients.

COMPLIANCE FRUSTRATIONS

Compliance and transparency are crucial for insurance companies on social media. However, the complex sign-off process can be frustrating. The need to adhere to compliance guidelines and involve various stakeholders often leads to time-consuming approvals. Despite the challenges, insurance companies can prioritise maintaining regulatory compliance to uphold their reputation and trust. Collaborative efforts between social media managers and compliance teams help strike a balance between engaging content and meet required standards.

THE BEST SOCIAL MEDIA CHANNELS FOR THE INSURANCE INDUSTRY

LinkedIn LinkedIn stands out as one of the best social media channels for insurance companies to utilise due to its unique features and professional networking environment. Here are a few reasons why:

Targeted Audience: LinkedIn has a vast user base comprising of professionals, decision-makers, and businesses. Insurance companies can reach a highly targeted audience of industry experts, potential clients, and business partners who are actively seeking professional connections and information in the insurance sector.

Thought Leadership Opportunities: LinkedIn allows insurance companies to position themselves as thought leaders in the industry by sharing valuable insights, industry trends, and expertise through articles, posts, and engaging content. This platform provides a space for companies to showcase their knowledge, establish credibility, and attract potential clients looking for expert advice.

Networking and Relationship Building: LinkedIn’s focus on professional networking enables insurance companies to build valuable connections with other professionals, influencers, and decision-makers in the industry. By engaging in relevant conversations, participating in industry groups, and establishing meaningful connections, companies can expand their network and create opportunities for collaboration and business growth.

Recruitment and Talent Acquisition: LinkedIn serves as a powerful recruitment tool for insurance companies, allowing them to showcase their company culture, job opportunities, and attract top talent in the industry. The platform offers advanced search filters and job posting features that facilitate targeted talent acquisition.

Industry-specific Groups and Communities: LinkedIn hosts numerous industry-specific groups and communities where insurance professionals can share knowledge, engage in discussions, and collaborate on common challenges. Participating in these groups provides valuable networking opportunities and allows companies to stay updated with the latest industry trends and insights

Facebook Facebook serves as an effective platform for insurance companies due to several key factors:

Trust and Connectivity: Facebook is a widely-used social media platform where people connect with friends and family. It creates a trusted environment where individuals are more likely to engage and communicate with their closest contacts. This makes it an ideal space for insurance brands to establish connections, build relationships, and foster trust with their target audience.

Discovery and Evaluation: Individuals turn to Facebook as a source of information and recommendations when considering insurance coverage. By maintaining an active presence on Facebook, insurance companies can increase their visibility and capture the attention of potential customers during their evaluation process.

Facebook Groups: The platform’s group feature provides a valuable opportunity for insurance companies to engage with niche communities. By actively participating in these groups, insurers can establish themselves as industry experts, educate the community about unique coverage needs, and raise awareness about the limitations of standard policies.

Customer Service through Messenger: Facebook Messenger has become a popular channel for customer service interactions. With billions of messages exchanged monthly, it has become an expected platform for prompt assistance and inquiries. Insurance companies can leverage Messenger to provide personalised support, address customer queries, and enhance the overall customer experience.

Instagram Instagram stands out as the leading platform for building strong brand relationships. It provides an opportunity to showcase a more personable and friendly side of your brand on social media. Using features like Reels and Stories enables you to offer exclusive behind-the-scenes glimpses into your company and showcase your corporate culture.

Instagram serves as an ideal channel to stay current with social media trends. Depending on your brand voice, you can experiment with engaging memes that resonate with your audience and align with your brand image. Remember to pay attention to your Direct Messages (DMs). Customers often reach out through the platforms they already use, and responding promptly can foster loyalty and trust. On the other hand, neglecting or delaying responses can lead to dissatisfaction among customers.

Instagram’s strength lies in its ability to cultivate brand relationships by providing a more approachable and authentic social media experience. By leveraging features like Reels and Stories, engaging with trends, prioritising DM responses, and utilising management tools, you can effectively connect with your audience, build loyalty, and maintain a strong brand presence on Instagram.

FINAL THOUGHTS

In conclusion, the insurance industry faces unique challenges and triumphs in navigating the social media landscape. To harness the power of social media successfully, insurance companies can employ various strategies. Building brand awareness through valuable content, social listening, and showcasing authenticity are key aspects that contribute to establishing trust and credibility with customers. Additionally, leveraging platforms like LinkedIn, Facebook, and Instagram offers specific advantages for the insurance industry.

LinkedIn’s professional networking environment provides opportunities for targeted audience engagement, thought leadership, networking, and talent acquisition. Facebook,

Instagram, on the other hand, allows for a more personable and friendly brand portrayal, offering behind-the-scenes insights and trend engagement through features like Reels and Stories. By leveraging the strengths of these social media platforms, insurance companies can effectively connect with their audience, build brand loyalty, and stay ahead in this ever- evolving digital landscape. It’s crucial for social media managers in the insurance industry to continuously adapt their strategies, stay compliant with regulations, and embrace the power of social media to unlock success in their respective markets.

E-E-A-TING RIGHT:

WHY THE INSURANCE INDUSTRY IS DITCHING THE ‘HARD SELL’ FOR USER-FOCUSED CONTENT

Gregory Whitaker Senior User Focused Content Strategist

In a world where ‘alternative facts’, ‘corpspeak’ and pushy sales tactics are all too common, the importance of user-focused content (UFC) has never been greater. Indeed, despite the meteoric rise of AI-generated content in recent months, this is a conclusion Google also appears to have reached. While it’s true that an emphasis on trustworthy content has been a consistent aspect of each algorithm update for nearly a decade now, the last few months have seemingly seen the search engine double down on its quest to reward brands that are committed to producing the right type of ‘high-quality content’.

Perhaps surprisingly, nowhere has the importance of this type of content become more apparent than in the finance and insurance sector. Gone are the days in which the brand that shouts the loudest and pushes sales the hardest wins. Instead, when it comes to content marketing at least, the insurance industry is having to embrace a fresh, more enlightened form of content creation in order to reap digital rewards - one that adheres to Google’s E-E-A-T principles and places the needs of the customer before anything else.

The question is, why is this shift in content creation strategy such a salient topic for insurance companies right now? And, just how profound can the effect of user-focused content be in this industry? In this article, we answer both of these questions and more as we take a deep diveinto the impact of E-E-A-T on the insurance industry.

UNDERSTANDING E-E-A-T

E-E-A-T refers to the set of principles, outlined by Google, that are designed to determine the quality and relevance of a piece of content. Broken down, these four principles are:

• Experience - the reputation and track record of the content creator or company.

• Expertise - the knowledge and skills possessed by the actual author of the content.

• Authoritativeness - the perceived credibility and reputation of the content source.

• Trustworthiness - the reliability and integrity of the information provided.

Implementing E-E-A-T principles in content strategies involves producing high-quality, informative, and trustworthy content that caters to the needs and concerns of the target audience. This can take the form of FAQ-style guides that answer relevant search queries, for example. It can also include listicle-style blog posts that provide top tips and helpful advice on specialist topics. By prioritising these principles, brands can make their online output more userfriendly, establish themselves as reliable and authoritative sources of information, and earn the trust of their customers.

E-E-A-TING THROUGH GOOGLE’S HOOPS?

Of course, by tapping into the potential of E-E-A-T, businesses are not simply striving to bridge the knowledge gap and foster a sense of trust that resonates with their clientele. They are also making a conscious decision to follow the best practice guidelines set by Google in order to ensure their content is fully optimised for organic search. While this might appear cynical for those on the outside looking in, the fact is, this is a reality of modern SEO. Although deemed ‘organic’, in order to compete when it comes to search rankings in 2023, brands must be willing to not only create content with user experience and their target audience’s best interests in mind, but also with Google’s ever-changing algorithm at the forefront of everything they implement.

WHY E-E-A-T MATTERS FOR INSURANCE BRANDS

In the continually evolving landscape of the financial services industry, embracing the E-E-A-T principles holds major importance for insurance businesses. The complexity of insurance products, combined with the abundance of technical terminology used, can be overwhelming for potential customers. Indeed, insurance companies have traditionally relied on hard sales tactics and jargon-filled

content that in many cases only adds to the confusion. However, as consumer expectations shift and search engines place greater emphasis on helpful and informative content, insurance providers have had to adapt to remain competitive.

By incorporating the E-E-A-T principles into online content strategies, providers and brokers are able to demystify their products, cut through industry jargon to provide clear answers to commonly asked questions, and establish themselves as trustworthy and authoritative sources of information.

But what does this mean on a practical level for insurance businesses? Well, the benefits of content that satisfies Google’s E-E-A-T principles are fourfold:

1. Building customer confidence: The insurance industry relies fundamentally on trust. This means, for an insurance provider to be successful, they need to demonstrate to potential customers that they possess the necessary expertise and experience to meet their needs. Google understands this. With this in mind, brands that are able to demonstrate their experience, expertise, authoritativeness and trustworthiness through their digital content are not only more likely to instil confidence in their target audience, they are also signalling to Google that they are a trustworthy authority in the industry, and that this should be considered when it comes to search engine results page (SERP) ranking.

2. Educating and empowering consumers: Userfocused, E-E-A-T-based content creates a way for insurance providers to educate and empower potential customers. When a brand is able to frequently and consistently produce clear and comprehensive information that answers common search queries, they are actively helping users to make better, more informed decisions about their insurance needs. This education not only fosters trust but also enhances overall customer experience - qualities Google rewards through better ranking performance.

3. Overcoming the complexity barrier: As discussed already, the insurance industry and various associated products are notoriously complex. By simplifying and explaining these topics in user-friendly language, insurance providers can bridge the gap between the technical aspects of their products and the understanding of their customers. This approach removes a potential barrier to entry for customers and encourages engagement. Once again, this not only helps on a direct business level, but it also demonstrates to Google and other search engines that a business is a trusted authority in its specialist area. This brings with it a range of benefits when it comes to organic search performance.

4. Differentiating themselves from competitors: In a crowded insurance market, standing out from the competition is crucial. By focusing on a content creation strategy based on the E-E-A-T principles and delivering valuable content early, insurers can differentiate themselves as trusted advisors and thought leaders. This differentiation helps attract potential customers seeking reliable and informative resources, and signals to Google that the insurance provider is serious about helping the end user and not just about making quick sales.

USER FOCUSED CONTENT (UFC)

This shift away from traditional sales-driven content to helpful, user-focused copy is not merely an aesthetic overhaul. The implementation of E-E-A-T strategies also represents a fundamental recalibration of digital content’s core principles, and by adhering to these principles, insurance companies can reap the organic search rewards.

We have seen that search engines - led by Google - are increasingly favouring websites that prioritise E-E-A-T style content. This means that insurance providers already doing this are being rewarded with improved search engine rankings and increased visibility. By aligning their content strategies with these principles, insurance businesses can improve their organic search presence, drive more relevant traffic to their websites, attract a larger customer base, and ultimately generate more conversions.

In today’s digital landscape, the insurance industry is witnessing an evolution when it comes to digital content strategies. The days of hard sales tactics and jargon-filled web pages are gradually giving way to genuinely engaging and helpful user-focused content that satisfies Google’s E-E-A-T principles. By embracing these principles and adopting UFC strategies now, insurance businesses can improve brand authority, enhance their search engine rankings, and build stronger relationships with their customers.

As the old saying goes, ‘you are what you E-E-A-T’. This is certainly the case when it comes to the content strategies of insurance providers in 2023. It’s time for insurance companies to recognise the importance of optimised and helpful content and adapt to the changing demands of their audience. Only by doing so can they position themselves as trusted advisors in the insurance marketplace and thrive in the rapidly evolving technological age.

SECTOR SPECIALISMS

With experience spanning an array of sectors and with brands of all shapes and sizes, we have developed a huge amount of experience – experience which is constantly tested and refined. We understand that each sector is unique and work closely with brands to better understand their challenges and ambitions, and then deliver bespoke strategies aimed to deliver.

B2B MARKETING

B2B marketing is a tough terrain, our services make it easier to navigate through, and increase those all important KPIs

B2C MARKETING

B2C marketing strategies need to be as unique as your customers, our services are individually tailored, to yours, and your consumers’ needs.

ECOMMERCE

Our holistic digital marketing strategies ensure that your online store is optimised to generate results that go above and beyond expectations

HEALTH & WELLNESS

We dedicate our time and resources to your health & wellness initiatives, ensuring they are aligned with your consumers’ expectations and deliver tangible digital results for your brand

PROFESSIONAL SERVICES

We help your brand navigate the complex requirements of your market through bespoke strategies delivered by professional services experts

A DECLINING PUBLIC IMAGE: POSITIVE BRAND AWARENESS THROUGH DIGITAL PR

Damien Horwood Senior Digital PR Executive

THE PROBLEMS WITH PR DEBUNKED

Outdated

Modern PR is all about building reputations by cultivating authentic brand awareness and informing the public with targeted niche messaging. The charm of PR is that it has become a two-sided discussion with the rise of social media and technology including predictive analysis tools, chatbots and AI assisted recommendations to name just a few examples. As the aim of PR is to build the public persona and influence of a business, it is critical in cementing a reliable and robust reputation with the aim of earning understanding and support from a brand as well as influencing target demographic opinion and behaviour. Hence, it is the planned and sustained effort to establish and maintain goodwill and understanding between an organisation and its publics.

Yet, a quick Google search will tell you otherwise –presenting countless think-piece articles, each of which details the terminal decline of the PR industry; replaced by social media, online influencers and fluctuating online trend cycles. The competition for eyeballs is increasingly harder as multiple studies conclude that our attention spans are getting shorter. Simultaneously, the consumer segment is even more

fragmented such as the rise of influencer marketing purposedriven PR and personal branding to name a few. Targeted strategies in PR are therefore more critical than ever.

Debunk

What is less publicised is that PR, therefore, is even more critical, valued and necessary to digital strategies than ever before. Editors, PR professionals and magazines are heralded as tangible votes of confidence with opinions worth more than mere numbers of potential followers a business may gain. Because they have studied their niche closely, they not only know what their competitors are doing, but are actively choosing to build the reputation of the brands they work alongside.

Receiving a comprehensive feature in a high-quality glossy magazine is still highly likely to persuade a client to sign a new contract with your company, especially in the trade industry. It holds more weight than an Instagram account or engagement rate since clients recognise that this coverage is not something that can be purchased through an influencer campaign. Instead, this type of exposure genuinely showcases the exceptional qualities of your services and products, making a lasting and bespoke impression.

‘All you have in business is your reputation’

– Richard Branson

Artificial Intelligence

The professional sphere of public relations continues to wrestle with the emergence of Artificial Intelligence (AI) and its rapid merging into seemingly all areas of practice and theory. The emergence of AI presents a ‘strategic disruption’ for public relations, enhancing not just the ways in which organisations communicate, but the very structure of the organisations themselves. Inadvertently, AI has become integral to the implementation of PR and has quickly engrained into the mechanisms of day-to-day work by making tasks more efficient, effective and evocative for professionals.

Nevertheless, the advancement of modern technology has left many professionals, scholars and consumers alike questioning the significance of AI in public relations, drawing on broader public anxieties that have accumulated alongside technological evolution. Increasing uneasiness towards the impersonality of AI has raised questions about the role of the professional; what will happen to individuals and teams when AI can communicate effectively on their behalf?

How the public engages with breaking news, shares media and conducts research is vigorously expanding and changing faster than much of the public and even communications specialists can keep up to speed with. It is therefore imperative that communications professionals work closely to understand how to navigate AI and the changes that it will inevitably bring to the public domain.

Debunk

Looking ahead, Kay Weaver in The Routledge Companion to Public Relations outlines a more realistic compromise that allows both PR and AI to work collaboratively. Weaver notes that ‘AI can produce constructive change in areas such as content creation and crisis management’. Such exciting developments have a direct impact on how we communicate, engage and communicate strategic relationships’ adding that public relations should advance through opportunities provided by evolving technologies, rather than competing against them. Not only should we be aware of these changes, we, as PR professionals, should be the ones sparking them.

POSITIVE BRAND AWARENESS THROUGH DIGITAL PR

Generally, digital PR enables brands to reach more people and build more authentic relationships with a target audience. It also provides brands with a better way to build credibility and establish trust. Digital public relations is no longer a luxury for brands but is crucial to raising awareness and

driving growth. Digital PR is designed to enhance your online brand’s presence and visibility, achieving this through the following methods:

Increasing Website Traffic

Engaging in online PR through the publication of high-quality content will elevate your brand’s visibility and credibility. This strategic approach will not only enhance your rankings on search rankings and increase the trustworthiness of your website.

Increased Engagement on Social Media Platforms

The advent of social media has revolutionised the field of PR, leaving an astounding imprint. Through its real timemessaging capabilities and direct interaction with audiences, social media wields substantial power in strengthening your PR efforts. It provides ample opportunities to establish credibility and solidify your online identity.

Furthermore, digital PR plays a pivotal role in amplifying your social media marketing endeavours. It aids in shaping your messaging and effectively disseminating it to a broader audience. Moreover, in times of crisis, digital PR enables realtime crisis management. By fostering connections with your audience and customers on social media platforms, you can reap the fruitful outcomes of these efforts.

Generate High Quality Backlinks

Digital PR and link building are closely intertwined. By leveraging digital PR strategies, you can effectively create and distribute valuable linkable assets, thereby facilitating the acquisition of credible backlinks to your website. Simultaneously, digital PR efforts contribute to establishing brand credibility and authority, enabling you to secure nonpaid endorsements from reputable third-party sources. As a result, your SEO rankings receive a substantial boost, further enhancing your online visibility and reputation.

Enhancing Brand Image

Digital PR revolves around enhancing visibility and cultivating a positive brand reputation. A well-executed digital PR strategy achieves these goals through diverse means. By leveraging social monitoring, digital PR ensures your brand remains vigilant regarding its online presence. Moreover, it effectively generates positive brand mentions and exercises crisis management in order to safeguard a positive brand image in the long term. Through these concerted efforts, digital PR empowers your brand to thrive in the digital landscape whilst maintaining a strong and positive online identity.

STAND AND DELIVER ENSURING SUCCESS IN SEARCH FOR ONLINE INSURERS

In the last five years alone there has been an influx of updates implemented to improve the relevance of results. Although these updates are great – what with a decrease in repetition, removal of spam and improvement on the ‘helpfulness’ of content – Google’s broadening of its definition of what classifies as your money, your life (YMYL) content is likely to see more and more brands witness changes to their rankings.

This in-depth sector report includes features such as:

• The wider state of play in home, car and life insurance online

• Performance and trends across the top nine players in the above insurance sectors

• YMYL, EEAT & why they matter

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The Power and Pitfalls Of Paid Media Strategies During Uncertain Economic Times

Andrew Brocken Paid Media Executive

According to the Office of National Statistics (ONS) a net 3% of ‘Services’ firms reported decreasing turnover in June 2023, with services contributing the most to Gross Domestic Product (GDP) in the UK it’s integral (now more than ever) to be advertising your business effectively.

With the outlook on possible recession proving positiveat the moment the UK has escaped a recession - there is potentially more budget (and now, more time) to be spent on Google Ads and Paid Media strategies.

With all this being said, the forecast for the year’s economic situation is still weak - I’m here to investigate some different strategies within Paid Media, and their advantages and disadvantages, during uncertain economic times.

USER GENERATED CONTENT

Businesses are constantly seeking new ways to connect with customers and prospects alike, and the Professional Services industry is no exception. Although user generated contentor UGC - is particularly useful for the likes of B2C companies, it does have its place in the professional services market too.

What is UGC?

Hootsuite sums it up nicely: “UGC gives customers a unique opportunity to participate in a brand’s growth instead of being a spectator. This influences brand loyalty and affinity in a big way because people thrive off being part of something greater than themselves, and creating UGC allows them to be part of a brand’s community.” UGC is free, so it represents an excellent way for brands on a tight budget to promote themselves.

The positives

Harnessing the power of your customers, connections, and employees can be a game-changer for your business. Studies show that 88% of consumers consider authenticity and relatability crucial when making decisions.

Instead of merely proclaiming your company as the best in the region, why not let your satisfied customers do the talking for you? UGC in the form of reviews, testimonials, and community conversations on platforms like LinkedIn can establish trust and credibility around your services. By showcasing real experiences and opinions, you create powerful ‘social proof.’

Incorporating UGC into your marketing strategy is both simple and effective. You can transform positive Google reviews, client comments, or survey results into engaging graphics or short videos for your social media channels. Alternatively, you can take a more involved approach by curating a LinkedIn group that focuses on addressing specific pain points or common concerns of your target audience, positioning your firm as the go-to solution.

Involving your own employees in posting, sharing, and commenting on relevant content adds an authentic and personable touch to your brand. This can also aid in attracting top talent, a critical aspect, especially in the current business landscape.

The negatives

Just as positive comments can affect your brand, the potential for negativity is inevitable - which can hinder (or perhaps even damage) your brand’s reputation.

UGC can have a significant impact on a brand’s online presence, and it’s crucial to handle it with caution. Whether it’s poorly written blog posts, negative or inappropriate comments, or unfavourable product reviews, the potential damage to your brand’s reputation is real.

Here are some important considerations:

• Quality Control: If you allow user-generated content on your website or social media platforms, ensure that there are guidelines and filters in place to maintain quality standards. Poorly written or inaccurate content can reflect poorly on your brand.

• Moderation: Implement a moderation system to review and approve user-generated content before it goes live. This way, you can prevent inappropriate or harmful content from being visible to the public.

• Responding to Negative Feedback: Address negative comments and reviews in a professional and constructive manner. Responding with empathy and providing solutions can help mitigate the impact of negative feedback.

• Encourage Positive Engagement: Actively encourage satisfied customers to leave positive reviews and share their experiences. Positive consumer-generated content can enhance your brand’s reputation and credibility.

• Monitor Social Media: Keep a close eye on social media mentions and conversations about your brand. Timely responses to customer inquiries and concerns can help build trust and show that you value your customers’ feedback.

• Protect Your Brand Values: Ensure that user-generated content aligns with your brand’s values and messaging. Inappropriate or offensive content can harm your brand’s image.

• Legal Considerations: Be aware of potential legal issues related to user-generated content, such as copyright violations or defamation. Have clear policies in place to address such issues.

• Learn from Feedback: User-generated content can provide valuable insights into your customers’ needs and preferences. Use this feedback to improve your products, services, and overall customer experience.

In summary, consumer-generated media can be a powerful tool for building brand awareness and trust, but it requires careful management and attention. By being proactive in monitoring, moderating, and responding to user-generated content, you can harness its potential while safeguarding your brand’s reputation.

GOOGLE ADS

Google Ads offers a powerful platform for businesses to create custom campaigns that align with their specific objectives, target audience, location, chosen keywords, and budget. When a user searches for one of the selected keywords on Google, the corresponding ad campaign is activated, and the relevant ad is displayed prominently in the search results.

For instance, if your campaign targets the keywords “best estate agents, Chester,” your ad will appear at the top of the search results when someone looks for that particular term.

The process of determining which ads appear in the prime ad space on search engines is conducted through a virtual auction system hosted by Google Ads. Companies can participate in this auction and bid for the placement of their ads, employing one of three main bidding strategies:

By choosing the right bidding strategy and crafting compelling ads, businesses can leverage Google Ads to drive targeted traffic to their websites, increase brand visibility, and achieve their marketing objectives effectively.

However, there are limitations to Google Ads, especially during uncertain economic times.

Google Ad Inflation

Google Ad inflation refers to a noticeable increase in costs (CPCs) whose growth grossly outpaces that of traffic demand.

At first, front-end metrics will be directly impacted but this impact can directly lead to declines in back-end efficiency.

You may see:

• No change or a decline in competition.

• A flat or a decrease in search impression share.

• A decline in impressions while clicks remain constant or go down, does not have a positive impact on your Quality Score.

What we recommend

Unless you happen to share a name with a well-known brand in a completely unrelated field, we’ve found that the solution may seem simple.

The recommended strategy involves migrating from your current bid strategy (let’s call it x) to a manual bid strategy, starting with first-page bids. Then, gradually move towards using “max clicks” with an uncapped cost-per-click (CPC) to optimise your budget.

The last phase, if needed, would be to implement “max clicks” with a capped CPC. Using “max clicks” aims to maximise the reach of your budget, making it in the search engine’s best interest to seek the most affordable CPCs available.

• If you’re not already using manual bidding, it’s advised to spend at least 1-2 weeks in this mode to gather sufficient data for establishing a solid baseline.

• For the “max clicks” strategy, it’s preferable to run it for a minimum of 2-3 weeks before considering implementing a CPC cap.

• Depending on your budget and other factors, setting up mirror brand campaigns using remarketing lists can be beneficial. These campaigns should target repeat visitors or converters separately from first-time visitors, as their behaviour and performance may differ significantly.

• If you’re currently targeting maximum impression share and experiencing rising CPCs, it’s important to recognize that this situation is a result of your own choices, and complaining about it is not justified.

• On brand campaigns, adopting a “max conversion” strategy is often ineffective due to the presence of granular or niche keywords with high intent. Coupled with rising costs, this can lead to increasing costs per acquisition (CPAs) and ultimately reduce your spending volume.

• Similarly, adopting a “conversion value” strategy can pose similar issues as the “max conversion” approach.

In summary, optimising your bidding strategy requires a thoughtful approach that aligns with your specific circumstances and objectives. It may involve gradually transitioning from automated to manual bidding, carefully monitoring CPCs, and considering different campaign structures based on user behaviour and intent.