Medicare Redesign and SEO Optimization for 2018 Pre-AEP + AEP Campaign
Blue Cross and Blue Shield of Minnesota - October 30, 2018
Implemented best-practice SEO content, including articles and microsites, to optimize the digital experience, from bluecrossmn.com to other Blue Cross digital properties, as well as managed a omni-channel campaign:
Redesigned the Medicare experience, including new landing pages that helped answer questions about changes to Medicare plans in 2018, to enhance search visibility, totaling up to 15 pages including new pages and a video campaign describing how a Medicare Cost plan transition would affect Minnesotans
Maintained a list of SEO keywords and phrases, along with over 150 associated pages, that helped keep bluecrossmn.com as the number one site in state search for health insurance companies and Medicare searches
Owned social media marketing strategy and content creation efforts for the marketing team, including Facebook, Instagram, LinkedIn and Twitter
Managed digital advertising agency and traditional spend, totaling over $10MM in ad spend, including everything from social media, native and paid search / display ads to experiential campaigns that took over the Minneapolis-St. Paul International Airport and the Mall of America
- Results include:
- 276% increase in total Medicare conversions
- 41% increase in overall conversion rate
- 95% increase in direct + organic website traffic
- 86% increase in national organic keywords on page 1
- 7x estimated traditional impressions
923% increase in organic social post engagement rates
Presented weekly and monthly analytics reports to senior executives with C-suite