lion.ie sinks its teeth into inbound marketing

 

Objective:

lion.ie is one of Ireland’s leading independent life insurance brokers. With a strong history, brilliant customer service and a solid foundation of content, lion engaged 256 to move the dial: to implement inbound marketing technology to create workflows, increase leads and to drive new business.

Solution:

With a back-catalogue of over 300 blogs, lion was a stalwart of the content marketing scene in Ireland. However, some of the content was out of date, had gaps, or wasn’t fully optimised for the buyer’s journey.

Likewise, lion’s staff was spending a lot of time on tasks that could be integrated, automated and improved with the right technology and strategy.

As part of an integrated campaign, we introduced HubSpot, set up workflows, lead scoring, detailed lead pipelines, and created content to convert leads into paying customers.

Likewise, we provided full support by identifying gaps in lion’s content strategy, creating a suite of new blogs and updating old ones, as well as writing social copy. One of the core improvements to the site was creating product pages and a custom ‘illness hub’ to communicate lion’s expertise in helping people with chronic illnesses to get life insurance. We also created a comprehensive video that sought to explain commonly held life insurance myths.

The inbound activity created a transparent, laser-focused and agile content ecosystem, which enabled lion to consistently monitor and reproduce the activities that were best influencing the revenue pipeline to drive ROI.

Results:

  • 452% increase in overall lead generation.
  • 56% average landing page conversion rate.
  • 4% increase in visits from organic traffic.
  • 76% increase in overall traffic.
  • 1% increase in email open rate.
  • 6% increase in email CTR.