Want to amass backlinks from trusted media sources that read like endorsements? So did one insurance comparison company looking to support its brand prominence with trust signals from established media. We earned 60+ backlinks in 12 months from top-tier outlets like Marketwatch.
What if your company had 60 trust-throwing spotlights aimed its way?
Our client, an insurance comparison marketplace, knew that trust was the bedrock on which their conversions rested. They also knew that borrowing credibility from sources people already listen to was key in a market where recommendations from others are trusted by 88% of consumers, compared with 50% who put their faith in ads.
The team wanted marquee press acquisition to support brand authority. It also anticipated SEO benefits might flow downstream, but not without backlinks and authority signals won first. After all, insurance is a difficult niche to crack; it’s the single highest paid-search category, with costs per click as high as ~$55. Credibility? It’s step one.
Problem
The insurance comparison industry is a bloody battle for lead generation. There are countless heavyweights investing tons of resources in marketing, and gaining traction for smaller brands is tough.
Our client came to us with the goal of launching a new digital PR initiative to test the waters and see if digital PR worked for them.
Approach
Given that the client was launching a new campaign series and had no prior experience with digital PR, we wanted to experiment with various content formats, subject matter, and beats.
We launched the campaign with a lightning-fast discovery project and a two-campaign pilot program. We saw outstanding results on the first campaign, and minimal results on the 2nd, which is typical for creative campaigns – being both an art and a science.
We renewed our contract with the client for a 9-month term, covering six additional campaigns. We doubled down on the city ranking formats that typically work well, while also experimenting with survey campaigns and other campaign types.
Results
Across a 12-month period, we launched 8 separate campaigns and landed 59+ links with an average DR of 60.
Standout coverage highlights:
- Marketwatch
- MSN
- USA Today
- Newsweek
- Reader’s Digest
Summary
Journalists love seeing data-backed stories with a creative angle to support their own storytelling, and the opportunity to build trust here is huge. Insurance touches the lives of all readers and adds the chaos of fast-changing economic dynamics and laws. The bottom line: People want grounded, trustworthy partners in this relevant, perplexing space.
Reach out to dive deeper into how we might partner to buttress your credibility in the insurance space, too.
Appendix: Companies in Insurance Comparison
Zooming out, here’s a brief overview of related companies in the business insurance comparison and general insurance comparison categories.
Business Insurance Comparison
- Insureon
- Simply Business
- NetQuote
- BizInsure
- NerdWallet
General Insurance Comparison
- Insurify
- Nerdwallet
- Policygenius
- MoneyGeek
- WalletHub