We partnered with Hiscox USA, a leading provider of tailored insurance solutions for small businesses, to support the launch of their new product targeting Ecommerce businesses in the US and European markets.
Through strategic collaboration and a customized content strategy, we positioned Hiscox as the go-to provider for small businesses seeking scalable insurance solutions, driving measurable traffic and market awareness.
Client Overview and Stats
Hiscox USA specializes in small business insurance, offering policies that include general liability, professional liability, business owner’s policies (BOP), and cyber insurance. With a customer-first approach and a focus on entrepreneurial success, Hiscox provides fast, efficient, and customizable insurance solutions for small businesses across industries.
Key Facts About Hiscox USA
- Founded: Roots dating back to 1901; part of the global Hiscox Group
- Headquarters: Chicago, IL, with operations across the United States
- Specialization: Tailored insurance solutions for small businesses in industries such as technology, consulting, marketing, and healthcare
- Customer Base: Over 500,000 small businesses served in the US
- Flagship Offering: Online insurance solutions, including liability and cyber protection
The Challenge
- Positioning Against Competitors: Differentiating Hiscox’s offering in a highly competitive insurance landscape and capturing the attention of Ecommerce sellers.
- Educational Content Development: Educating small business owners on insurance benefits and helping them navigate their unique risks.
- Driving Market Awareness: Establishing product visibility in both the US and European markets through highly targeted content and PR efforts.
Key Campaign Objectives
To achieve Hiscox’s goals, our strategy centered on the following key objectives:
- Content-Driven Growth: Develop a robust content strategy to highlight the unique features of Hiscox’s insurance solutions.
- Competitor Keyword Targeting: Identify and tackle key terms competitors were ranking for, driving high-intent traffic.
- Educational Value Creation: Produce content that educated Ecommerce sellers on the risks they face and why Hiscox provides the best protection.
- Product Packaging Feedback: Collaborate with Hiscox to refine their insurance packaging for Ecommerce businesses and incorporate these insights into our campaigns.
The Marketing Approach:
We worked closely with Hiscox’s marketing team to craft and execute a high-impact strategy tailored to Ecommerce businesses:
1. Targeted Content Development
We created a library of educational and SEO-optimized content specifically designed to address the needs of Ecommerce sellers. Key topics included:
- “Best insurance for Ecommerce businesses”
- “Why Ecommerce sellers need professional liability insurance”
- “How to protect your business from cyber threats”
This content emphasized Hiscox’s key differentiators, positioning them as an innovative and reliable insurance partner for growing businesses.
2. Competitor Keyword Optimization
Through in-depth research, we identified competitor keyword gaps and opportunities, crafting content that directly targeted high-converting search terms. By addressing the pain points that mattered most to Ecommerce businesses, we captured a broader audience actively searching for insurance solutions.
3. Collaborative Product Refinement
Working hand-in-hand with the Hiscox team, we provided valuable feedback on the insurance packaging for Ecommerce sellers. By aligning product messaging with audience needs, we ensured our campaigns resonated and delivered clarity on the value Hiscox offered.
4. PR and Thought Leadership
To further amplify awareness, we supported the campaign with PR efforts across relevant forums and industry channels. This established Hiscox as a trusted thought leader, enhancing credibility and driving targeted traffic to their product pages.
Results & Conclusion
- Successful Product Launch: Effective positioning and content creation supported the product rollout in the US and European markets.
- Increased Awareness: PR efforts and educational content drove significant visibility and market recognition among Ecommerce sellers.
- Targeted Traffic Growth: Competitor keyword optimization delivered sustained organic traffic from high-intent audiences.
- Refined Product Messaging: Feedback on insurance packaging resulted in clearer communication of product features, driving conversions.
By combining targeted content creation, SEO optimization, and collaborative product refinement, we helped Hiscox successfully position their new offering in the Ecommerce insurance space. This strategy not only drove traffic but also strengthened brand authority and set the foundation for continued growth.
