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The National Alliance is the United States’ leading insurance education and research company for professionals in the industry looking to take the next step in their careers.
Insurance professionals utilize this website to sign up for courses to earn designations such as Certified Insurance Counselor, Certified Personal Risk Manager, Certified Risk Manager, and Certified Insurance Service Representative.
The National Alliance came to Blackhawk seeking help with organizing their workflows in order to smoothly manage leads through the sales funnel. This started with a marketing strategy, followed by email marketing services, and paid advertising for several different channels.
Their main problem wasn’t getting website traffic or people to sign up for their classes. Rather, they needed help organizing the process funnel so clients were encouraged to sign up for additional classes at a higher rate – this is where email campaign workflows and retargeting ads came into play.
Blackhawk took over the management of The National Alliance’s advertising efforts. First our team audited the existing campaigns and in cases where necessary, created and relaunched brand new campaigns to better follow best practices, improve ad creative, and set the client up for long-term success.
We then built out campaigns across multiple ad platforms to properly reattain old clients, as well as expanding their efforts to bring in new ones. By setting up an ecosystem of multiple ad channels in tandem we were excited to see how the campaigns would perform.
Within their CRM efforts, we created a lead follow up series to refine their contact communication. We worked with The National Alliance team to create a strategy for gaining 5,000 new leads within a designated time frame through added points of communication and defining KPIs.
Our team quickly secured a positive return on ad spend across all advertising channels. In a little over 60 days, our ads led to the purchase of over 550 designation courses. All three ad platforms we’ve been running ads for have returned huge profits for the company.
This has led them to want us to start branching out with new ads channels, such as Bing and YouTube ads.
As for email communication, we helped them understand the gaps in their points of communication, email best practices, and contact organization. This has allowed us to move into a larger strategy of bringing in even more leads and reengaging previous contacts.
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