ALA Insurance has been providing GAP Insurance in the UK for ten years, and is trusted by the likes of Auto Trader, Honest John, Piston Heads and JCB. The 4Ps Motoring team has been working with ALA for three years, providing complete online marketing services including search, affiliate, email, and UX.
ALA GAP Insurance was failing to utilise their social media channels and newsletter to engage with existing customers, while also not successfully reaching out to new customers.
ALA created their Twitter account in 2012. Initially they used the platform to post regular tweets on motoring subjects. However, most of the tweets were links to news articles hosted on other websites and news outlets – drawing traffic away from the ALA website. In 2013, the tweets became more generic and less customer orientated, ranging from football, to the Royal Ascot, and even superhero movies. In 2016, the focus of the tweets switched again from generic content to automated Trustpilot reviews, which then linked out to the Trustpilot site.
ALA created their Facebook account in 2013. As with their Twitter account, the Facebook page initially created posts on motoring subjects. Once again, most of the posts included links to news articles hosted on other websites and news outlets. Throughout 2014 and 2015 the posts became increasingly generic and the publishing sporadic. By the end of 2015 ALA had stopped using Facebook entirely.
To re-engage with existing customers, and reach out to new customers, The Motoring Team at 4Ps Marketing proposed using articles from the re-branded blog – ALA Connect – to drive newsletter and social media activity.
In practice this meant putting in place a monthly Newsletter, which would inform customers of the latest industry and company news. It was important to ensure the newsletter was released at a time when users were most likely to engage with the content.
Monday newsletters were ruled out due to people having an abundance of weekend emails to work through, as well as the ‘Blue Monday’ feeling people suffer from at the beginning of the week. Friday was also ruled out due to its proximity to the weekend. Thursday was eventually settled on, as people are still regularly checking their emails at that time, but, with the weekend on the horizon, are also looking to engage with lighter content pieces.
A similar approach was also employed when deciding on the time of day the newsletter would be released. Early mornings (7-9am) were ruled out, due to people having to work through the previous evening’s emails. Late afternoons and evenings were also ruled out, as people are more likely to be busy at work and looking forward to the end of their day – with little time to read third-party content. The time settled on was 11.45am, as it allowed the email to reach subscribers inboxes in time to be read during people’s lunchbreaks.
Social media posts and tweets were also populated with articles being published on ALA Connect, via a social share WordPress plugin. The order that the posts were published in was based on which articles had the highest visitor traffic, and the largest search trend for that month. As the articles on ALA Connect were based on an SEO Content Calendar, it ensured that both the newsletters and social media posts were relevant to what the users were looking for that month, leading to maximum engagement.
ALA BLOG 2015 VS ALA CONNECT 2016: ALL USER TRAFFIC
ALA Connect first went live in July 14th 2016. By that time, subscribers had been receiving a monthly newsletter for 5 months. Between July 14th and December 31st, ALA Connect, when compared to the previous blog, saw:
- Page views increase of 210%
- Unique page views increase of 198%
- Time on page increase of 2%
- Entrances increase of 223%
- Bounce Rate down by 19%