Building a competitive edge without compromise
AXA Business Insurance is one of the best-known names in the industry, but it’s not known as the cheapest. In a sector that’s highly rate-led, they needed to find new ground to build competitive advantage. Their brief to Equator was simple - help attract more people to apply for business insurance, without necessarily reducing rates or spending a fortune on above-the-line advertising.
As with the consumer sector, business insurance is increasingly influenced by comparison sites and aggregators, which in turn results in ever more price sensitivity. Our challenge was to build a compelling customer experience which would transcend simple premium comparison, and make people choose AXA Business Insurance even when it wasn’t the cheapest.
Content worth as much as cash
Done well, great content should be strong enough to attract potential customers, and hang onto them as they move through a buying journey.
Our analysis showed there was an opportunity to engage business owners on a deeper emotional level. We devised a strategy around tools and articles that would really chime in with what was important for potential customers.
All about empathy
AXA Business Insurance works hard to make insurance simple for business people. Using that simple insight, we devised a new ‘payer to partner’ content strategy to help attract more users to the website via search engines. Meanwhile, a range of dynamic tools would help convert more of them into buyers.
We implemented a plan based on ‘hero’ tools, long-form articles and a targeted outreach campaign. All of this was supported by best-practice SEO to ensure it all found it’s way to the the right people, without paying for expensive media.
Results and impact
Although this was a relatively simple brief, expectations were high. We’ve been able to increase turnover and reach a bigger audience while actually reducing advertising costs. Net promoter score (NPS), a measure of customer loyalty and likelihood of recommendation, has also improved.
Creating content that converts
Great, relevant content and how it’s delivered can have a transformative impact on business. If you’d like to see what we could do for you - whether through a short, targeted campaign or a longer-term strategy - talk to us soon.