Steve Manton, CEO at Birmingham and London marketing agency M Consulting, was last week invited by insurance body BIBA’s Yorkshire and Northern group to run an online marketing workshop at their regional event.
Held at the Royal Armouries in Leeds, the event, entitled ‘Weathering the Storm’, was opened by Jo Thoy, BIBA regional chairperson, and attended by Eric Galbraith, BIBA chief executive.
Steve said: “I was asked to speak at the event following the success of M Consulting’s online marketing clinic at the national BIBA conference earlier this year.
“The theme of this particular event, ‘Weathering the Storm’ through the current economic climate, sits perfectly with online marketing because when it’s done right, it provides such a cost-effective, measurable marketing solution.”
Steve’s workshop, ‘Marketing through the downturn’, emphasised to the insurance broker attendees the key aspects that they should be addressing in their online marketing strategies - spending time planning and targeting the right audiences, and using effective e-marketing and search engine optimisation (SEO) techniques to build their insurance brand.
Steve continues: “SEO is a very cost-effective tool when applied correctly. It can propel your website up the search engine rankings, putting your brand and your areas of expertise in front of key prospects that are actively searching for your specific services. It provides a high return on investment, and perhaps most importantly, in this difficult financial climate when budgets are being tightened and spend must be justified, SEO is completely measurable.”
Steve also highlighted some astonishing and encouraging statistics. Illustrating to the insurance broker audience how to empower their own websites to capture as many of the thousands of Google searches on private insurance and commercial insurance each month as possible, he stated some figures showing that throughout August this year, 240 insurance searches were done per minute on the search engines by potential customers.
Upcoming workshops:
Thursday 13th November 2008, International Travel Insurance Conference (ITIC), Budapest - Steve Manton and Alison Garrett will be running a PR workshop: PR for non-PR’s - Learn how to navigate the maze of PR and media opportunities before you.