Case Study – Specialty Industries
Axis Insurance Services, LLC
Company Profile: Founded in 1999, New Jersey-based Axis Insurance Services, LLC is a professional liability insurance brokerage working with licensed agents nationwide. Axis specializes in providing custom coverage for Errors and Omissions, Fiduciary Liability, Directors and Officers, Employment Practices, Crime, and Privacy.
What has made Axis so successful in the professional liability space is its direct interaction with clients and carriers, bringing a depth and breadth of knowledge to the table. In fact, because of their ability to foster such strong relationships, Axis has experienced a steady growth of 30%-40% each year over the last five years and continues to thrive, making its mark as a leader in the professional liability market.
Company President: Mike Smith began his career as a CPA with Coopers & Lybrand in Philadelphia where he worked for the firm’s insurance practice, auditing more than 50 insurers during his tenure. He then joined a medical malpractice carrier working on mergers and acquisitions where he later became the CFO for one of its subsidiaries. In 1996, Mike began consulting on professional liability issues, a year which marked the beginning of the continued success that Axis enjoys today.
Objectives: To increase and supplement the company’s already strong digital presence through Agency Tsunami’s services, focusing on their various professional liability products through content marketing, link building, and social media marketing.
Work Performed: Created an optimized, professional liability-specific website based on a well-researched SEO strategy. The site features landing pages for each of the policies and professions Axis supports. A prominent Call to Action/Get a Quote is featured on each landing page. Blogs related to key, relevant issues are posted monthly and social media marketing is used to drive traffic. Link building is accomplished through optimized articles on specific insurance issues relevant to Axis, and submitted to aggregators and blog networks each month.
Results: The Company receives an average of between 60 and 80 leads per month (via phone calls and web lead forms) from their Agency Tsunami-optimized website and through organic search with page one (#1 or #2) ranking for errors & omissions. This site consistently gets between 2,500 and 3,000 hits per month.
In speaking with Mike about his overall objectives, he continues to value working with Neilson Marketing on his Internet Strategy. The results that the Agency Tsunami program has been delivering for his business are on target. He explained the overall success he has had with Neilson Marketing’s various products. “When I first contracted with Neilson Marketing, it was to use their ProgramBusiness.com platform, where I have a storefront. We sent email broadcasts to their agency database on a consistent basis and, over the last five years, our growth has been 500%.”
After experiencing such meaningful results with ProgramBusiness.com, Mike contracted Neilson Marketing for its telemarketing services. “We sold $400,000 in premium in three months as a result of the telemarketing campaign with Neilson, which was targeted to insurance agencies, and then to architects for E&O insurance.” Mike attended Neilson Marketing’s annual conference, Peak Performance, where he heard about Agency Tsunami and was one of the first five clients to sign up for the service.
“Since the site was developed and the blogs, articles, and social media began to gain traction, we’ve ranked #1 or #2 on Google in organic search. We are now in our second year with Agency Tsunami, and we get leads every day from our website. The leads come from insurance agencies, architects, commercial real estate firms, physicians, attorneys, and other professionals looking for E&O coverage.”
Mike explained that his confidence in employing Internet strategies with Neilson Marketing Services came from his long-term relationship with the company and the previous successes provided by their services throughout the years. “Everything we did before using Agency Tsunami garnered results, so we had confidence that this would help us generate business, too.”