Great West Life Insurance
Great West offers a variety of insurance products designed specifically for dentists that are members of the American Dental Association.
Issue
Great West wanted to use search marketing to promote its insurance products to dentists. However, because most people that type “life insurance” or “disability insurance” into a search engine are not dentists, let alone members of the ADA, Clixo was faced with extensive keyword contamination.
Strategic Solution
During discovery and keyword research, Clixo found search volume on key phrases such as “how to market a dental practice,” “dental practice business plan,” and “manage dental practice.” All of these key words and phrases were clearly typed in by dentists. We coached the client to provide free information, such as a business plan for a dental practice, on its website in exchange for users’ email addresses.
Results
Just when it seemed as though it would be impossible to promote Great West’s insurance products using search, Clixo’s strategic insights opened up the client’s website to an entire world of targeted traffic and promotional opportunities that were lurking outside the proverbial box.
