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Simply Business is the UK’s leading insurance broker for small businesses. It has over 175,000 businesses that it insures, more than any other online UK broker.During this Webinar, you will learn how Simply Business increased sales leads by 135% through the following activities:Intelligent integration of various Web content and customer services. Simplified content authoring to speed up editorial process, with less demand on IT services. Increased content productivity focusing on SEO and social content.This Webinar is for Web marketing and authoring professionals of all levels, especially those with interest in integrating Web content and online services, improving SEO and social media marketing and optimizing the content management processes.
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How the UK's LeadingBusiness Insurance Broker
Increased its Sales Leads by 135% on the Web
HOUSEKEEPING
• How to post questions• Webinar recording and slides• Contacting us• Tweeting / hashtags:
• #magnolia_cms
• #socialmedia, #seo
• #businessinsurance
AGENDA
• Introductions• The situation before Magnolia CMS• Tackling the relaunch• Choosing Magnolia CMS• Discussions• Summary and conclusion
JASPER MARTENS
• Social Media and affiliate manager at Simply Business
• 7 years experience in SEO strategy and projects for competitive brands and products.
• 5 years social media experience in social media customer service and social media marketing
ABOUT SIMPLY BUSINESS
• The UK’s leading insurance broker for small businesses• Insures more than 175,000 businesses• A Sunday Times Tech Track 100 company• Listed in the Deloitte Technology Fast 500 EMEA• Employs over 140 people with offices in London and
Northampton
The Situationbefore
Magnolia CMS
WEBSITE
• SimplyBusiness.co.uk • Is our key sales and communication channel (50% of
revenue)• Can deliver bespoke policies tailored to customer needs• Allows customers to manage their insurance needs
online • Website receives 1,200,000 page views and 150,000
unique visitors per month
PRE-MAGNOLIA ENVIRONMENT
• Content changes had to be formally scheduled• Content authors needed training to begin using the system • HTML templates had to be hand-created for every change• Authoring process was complex; small errors could
snowball into long delays
COMPLEXITY PREVENTING INNOVATION
"There was always that fear in the past that you couldn’t develop new content, because if you’re going to have some people from Tech, Quality and Systems sitting down for a few hours - the expectation was that it better be something that makes a lot of money, otherwise you’re wasting everyone's time! This meant there was always a stasis where nobody ever tried anything."
-- Alastair Douglas,
Head of Marketing & Analysis, Simply Business
Tackling theRelaunch
BUSINESS GOALS
• Rapid, simple content authoring to speed time to market for new products and offerings
• Streamlined content management processes for better team interaction
• Intelligent customer targeting and communication through more accurate customer data
TECHNICAL REQUIREMENTS
• Ability to modify Website layout and templates easily• Integration with back-end business logic • Support for SEO, social media, webinars and other
interactive features
ChoosingMagnolia CMS
WHY MAGNOLIA EE
• Met all our stated requirements• Capable of integrating with our business logic backend• Well-known for simplicity and ease of use• Fit our budget• Scalable, flexible and extensible to future needs
SAVING TIME AND RESOURCES
• Content authors need less (almost no) training• STK makes it easy to change site templates and styles• Marketing can publish new content immediately, without
involving IT
MORE EFFICIENT MARKETING
• STK allows Marketing and IT to work in parallel to develop new content and functionality
• Simplified content management processes reduce confusion and cross-team dependence
• New content and campaigns can be tested immediately, without fear of disruption or "things breaking"• ...sometimes within an hour of agreeing on a
partnership!
We have removed the main navigation of our website within the same template and made it available for an iframe solution.
We have removed the main navigation of our website within the same template and made it available for an iframe solution.
We can change the background image and change the position of content and buttons.
We can change the background image and change the position of content and buttons.
We can embed media such as video to
increase conversion.
We can embed media such as video to
increase conversion.
Fully customizable layout and design
HIGHER CUSTOMER INTERACTION
• Better reach across SEO platforms• Over 150 new landing pages for specific user segments
• Measurable benefits• 185% increase in results from long tail search terms• 135% increase in online ‘Request for Quotes’ (RFQs)
• Customer data is captured more accurately through data collection templates
• Integration with customer support tools like live chat
Live chat integration
IMPROVED BRAND LOYALTY
• Significantly simpler to add customer surveys• Identify customer needs and market gaps• React to fill those needs faster than competitors
• Enable brand development and user participation• Social media integration with Twitter, Facebook and
LinkedIn• Multimedia content like videos and slides
Customer surveys
Multimedia integration
Social media integration
SOLID FOUNDATION FOR PROGRESS
"We now have a level of trust between IT and Marketing. Instead of fearing confusion, we can now be more bold because we’ve got all the basics right.”
-- Alastair Douglas, Head of Marketing & Analysis
Discussions
CONTACT
• Ben Price• Email: [email protected]• Phone: +41 61 228 9015
• Jasper Martens• LinkedIn: www.linkedin.com/in/jaspermartens• Twitter: twitter.com/jaspermartens• Email: [email protected]
