Rickard Lazenby was established in 1985 as a relatively small, family-run insurance business with an emphasis upon specialised and personal advice. The business has grown and diversified over the years to include financial services, but maintains a very personal service, understanding their clients and their needs.
Their typical clients are commercial businesses and high-net worth private individuals with unusual and specialist requirements. Much of their business is generated from retained/existing clients and word of mouth.
Without having given much consideration, budget or time to marketing and advertising over recent years, the business was seeing growth diminishing and recognised that they needed to begin prospecting for new clients.
Rickard Lazenby approached us to "help with social media" marketing. This is a fairly typical opening to conversations we hold with new and potential clients, however any marketing campaign needs to have a clear and compelling message, a carefully targeted audience and an objective, such as lead generation. Rickard Lazenby had no clear brand identity, no compelling messages, a website with no landing pages and no way to convert traffic or generate leads.
Looking a little deeper, and their website did not rank for any key search terms or phrases, was devoid of any on-page SEO components, had no meta descriptions and whilst they provide numerous insurance and financial service products, they had only one page for insurance products and one for financial services, so would really struggle to rank for any particular product.
So before any marketing could really begin, we needed to help get the groundwork done, including:
We needed to update their branding and logo so that it complimented the new brand style, but as a well-established business, we were conscious not to lose their existing identity. The changes were evolutionary rather than revolutionary, but nonetheless we created a brand style that appears more current and relevant as well as being stronger and more distinctive. We introduced colours and components that can be incorporated into artwork and media that form part of the brand identity and will help to produce marketing material that will be immediately recognisable as Rickard Lazenby.
Insurance and Financial Services are a dry subject; it's very difficult to make these topics interesting, engaging and compelling! So when developing the brand messaging, rather than thinking about the product or service, we focussed upon the benefit to the customer:
All of the services and products that Rickard Lazenby provide have one common benefit - they offer security and peace of mind - our brand messages play upon this valuable aspiration, supported by messaging that reinforces the personal nature of the service that Rickard Lazenby offers.
Using our bespoke CMS platform that is fast and scaleable, we created a completely unique website that is custom designed for Rickard Lazenby. It very simply and easily allows anyone to manage, edit and add services, products and content to the website whilst focussing on key search terms and phrases. The layout and customer journey helps to direct users quickly to relevant content and information with compelling call to action and lead generation.
All of their products and services now have their own landing pages and the website features a useful resource to help establish Rickard Lazenby as an authority. Case studies, guides and advice serve as ever-green content to improve SEO and SERP (search engine ranking page) as well as keeping the website dynamic and Rickard Lazenby relevant and knowledgable in their sector.
The website is already ranking organically for key search terms and phrases that Rickard Lazenby had never ranked for before and the business is starting to generate leads and enquiries directly from the website.
We are now working with Rickard Lazenby to develop a marketing strategy and series of prospecting campaigns targeting specific sectors, businesses and individuals.
As part of this process, we are integrating a CRM (Customer Relationship Management) system into their workflow so that they can better nurture leads and exploit opportunities that exist within their existing client base.
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