BENEFITS OF OUTSOURCING MARKETING
B2B INSURER SUSTAINS COMPETITIVE BRAND POSITIONING
CPA Mutual provides professional liability insurance products and risk management consulting exclusively to accounting firms nationwide. Ingenuity delivers outsourced marketing consulting that helps CPA Mutual compete with much larger insurers in this competitive space. LinkedIn followers have grown by 61% over three years and the firm has published 28 earned media articles with national accounting and insurance journals — which drives web traffic and also member confidence.
Strategy
“This is a very competitive market, so any advantage that we can grab to get our name out in front of people to associate with CPA Mutual and risk management or insurance, we need to take it,” said William Thompson, CPA, President of CPA Mutual. “We believe that what we have been doing has gotten us in a good position, so when our market does turn, CPA Mutual is one of the top three firms that is contacted by a prospect.”
Ingenuity works with CPA Mutual to develop relevant, educational content for the firm’s social media channels, blog, e-newsletter and YouTube channel. This content marketing is shared through CPA Mutual marketing channels to stay in front of members and prospective members all year — not just at policy renewal time.
Ingenuity also writes content for paid ad strategies and marketing materials, manages website updates and consults on search engine optimization to present a professional digital marketing presence on CPA Mutual’s website — including SEO techniques for copy and analyzing how prospects are searching for professional liability insurance. We track engagement on their PPC ads, website, e-newsletter and social media, while keeping them compliant with things like ADA and GDPR.
Results
- Member retention is consistently more than 95 percent year over year, excluding mergers and retiring CPAs.
- Increases in mobile search and strong engagement with direct and organic traffic means that CPA Mutual is visible on major search engines for prospects looking specifically for professional liability insurance.
- Earned (unpaid) articles published in major accounting and insurance journals add credibility to CPA Mutual’s reputation as a thought leader in risk management — supporting renewals and prospecting conversations.
- Promotion of actual professionals on video and social posts communicate the firm’s personal touch and brand positioning — attracting prospects when the time is right to switch insurers.
OUR CLIENT SAYS
“With our competition, we can’t afford to look like a fly-by-night operation. Ingenuity is essentially our marketing department to give us the professional presence of a large company that proactively draws in website traffic and visibility. With their help, we can position ourselves as a risk management partner who truly cares about CPA firms.”
– William Thompson,
CPA, President
CPA Mutual
