Modernizing Insurance Marketing

rural mututal insurance logo

Rural Mutual Insurance came to us looking for a fresh way to approach its brand and marketing strategy. STIR identified business building, lead generation strategies that produced positive ROI from the very beginning.

We built the Wisconsin insurer a cohesive brand presence and lead-generation marketing machine that rivals their biggest competitors. STIR and Rural Mutual collaborated on a strategic three-year plan to accomplish the marketing vision.

Building out the marketing infrastructure

STIR’s digital team built a new website, implemented the HubSpot CRM, and shored up SEO by addressing NAP (Name, Address, Phone Number) listings for all agents. This effort helped elevate the engagement and tracking of customer and prospect activity so we could leverage that data for marketing and sales activity.

Creating fresh brand content

We leveraged Rural Mutual’s unique positioning as a Wisconsin-based firm that invests in agriculture, community and small commercial enterprises. In doing this we solidified our roots with Wisconsin communities and created more engaging content.

Storytelling videos to capture the emotion of insurance

Reaching out with targeted media

We implemented highly targeted media efforts to expand reach and increased brand awareness.

Generating & converting inbound traffic

Using consumer information needs and user experience data, we created a long-term strategy for content and landing page development.

Nurturing and converting leads

With a complete understanding of the sales cycle and consumer preferences, we established CRM and marketing automation (email) programs that close far more leads.

Optimizing local search and PPC

Enhancing the Name, Address, and Phone Numbers (NAP) of all Rural Mutual agents and locations did wonders for the brand’s SEO rankings. Augmenting with pay-per-click (PPC) brought website leads into the triple digits.

Creativity in adwords strategy

Fierce competition in the insurance category for keywords required us to dig deeper, finding more creative strategies. Cost-per-click (CPC) dropped dramatically as premiums achieved from PPC efforts doubled YoY.

Rural Mutual Insurance has elevated engagement and conversions across all product lines of their business. In 2018, the company saw revenues at an all-time high and is giving back more to customers and their communities.

Client partnership produces results

A close relationship with Rural Mutual enabled tight integration of efforts across the marketing spectrum. Together we found great communication, trust and coordination produces measurable results.



Revenue Growth in 2018


Cost per Conversion


Of Landing Page Visits From Content Marketing Program