Approaching customer engagement
Equator began working with Golden Charter in January 2015. The funeral plan provider already had a large part of the market share in the funeral sector, however, the client approached us taking a fresh and innovative approach to customer engagement in an effort to boost awareness and sales of its funeral plans. Since 2015, Equator have led Golden Charter’s digital strategy, bringing in SEO and Display to the mix to complement their PPC activity, to reach a wider audience, build their brand awareness and improve customer engagement. This full-spectrum, integrated activity has delivered fantastic results for Golden Charter, helping to grow its reach organically, generating higher quality volume enquiries and sales. Equator’s integrated digital strategy has now positioned Golden Charter as the leading funeral plan provider online and shows continual year on year growth.
The Big Number
400% growth in funeral plan sales
Our fully integrated digital strategy has played a part in significant growth for Golden Charter, which has witnessed a rise in online funeral plan sales by 400 per cent since 2014, from 15,000 to 76,000. Recent published figures revealed that Golden Charter funeral plans accounted for more than 40 per cent of the funeral sector’s total sales of £650m for 2015.
A strategic approach to marketing
Prior to entering into a partnership with Equator, Golden Charter carried out its own PPC and Affiliate marketing activity. However, just like its digital presence, Golden Charter knew they had to develop their strategy if they were to continue their growth.
Equator therefore approached Golden Charter with a proposal to develop its full digital programme. Not only were we appointed with the task of creating a new website for Golden Charter, but we were also put in charge of managing the funeral plan group’s PPC and Affiliate accounts.
At the time, Golden Charter’s PPC activity was performing reasonably well but had limited reach capabilities and was inefficient in key areas. We also recognised that PPC was becoming a very expensive landscape for the client and that in order to stay at the top of their game and increase sales, this required to be supplemented with a more strategic approach that included other channels and activity in order to grow the volume of sales organically.
Introducing new channels
After a full analysis of Golden Charter’s online activity, Equator very quickly turned around the PPC and Affiliate accounts making them much more efficient and impactful. We were very aware that we could do much more for Golden Charter in its online space and quickly set plans in place with three key objectives in mind: to raise awareness of funeral plans and their benefits; to raise awareness and interest of Golden Charter; and to generate higher volumes of enquiries and sales.
Equator introduced two new channels: Display and SEO, into Golden Charter’s marketing portfolio. We needed to raise awareness of funeral plans, their benefits and increased interest in Golden Charter, which involved an initial three-month programmatic strategy which targeted the most relevant users across a portfolio of sites. This gained maximum ads exposure for Golden Charter in front of in-market users and in key publications that included, This is Money, Mail Online, Express, and Daily Mirror.
20% reduction in cost per engagement
Our fully collaborative approach meant that Equator’s marketing team worked closely together, and with Golden Charter, to optimise all channel activity.
This was aided by the significant input from Equator’s in-house insights & analytics team which frequently monitored the site performance, activity and user behaviour to help drive informed a/b testing and changes to the structure and layout to increase conversion.
Top line results include: a 20% reduction in cost per engagement; 70% last click brochure requests through Facebook; 13% increase in page likes – a significant growth of the organic audience; 31% increase in enquiries via paid search year-on-year; and 18% increase in brochure requests via organic search year-on-year.