SIAA: The Agent Alliance

SIAA is the largest independent insurance agency alliance in the United States, whose mission is to help independent insurance agents build successful careers through memberships. SIAA supports its members to go independent while receiving guidance and high-quality resources.

The brand sought Isadora Agency’s guidance to strategically reach agency producers who want professional growth, but have not yet taken the leap toward entrepreneurship. Our solution was a targeted multi-channel marketing campaign and custom landing page focused on speaking to this audience and converting new leads, with targeted messaging threaded through every component. Isadora Agency provided branding expertise to strengthen this campaign, as well as strategic insights, consulting, and advising. These services will allow SIAA to continue cultivating this audience and converting new members for the long term.

The results of SIAA’s campaign were outstanding and demonstrated the effectiveness of the creative assets, focused targeting, and optimized settings our team provided. Notably, the campaign increases online conversion by 173%.

Another impressive outcome was significantly reducing the cost per acquisition (CPA). Our team reduced CPA by 25%, surpassing SIAA’s goal and reaching a much lower CPA. These results showed how efficiently SIAA can reach its target audiences and prompt them to take action. It also gave our team empirical information to inform future campaigns and tailor them for other objectives.

The campaign strategy applied results-focused marketing that framed SIAA as a beacon of support for agency producers. This audience had proven difficult to capture, so it was important to use a multichannel approach, targeted outreach, and tailored messaging. The landing page used that messaging to share the benefits of SIAA membership and prompt agency producers to download a free guide to learn more, gathering their contact information as they did.

A full campaign restructure—including digital ads, SEM campaigns with updated keywords, and programmatic advertising—was designed to drive traffic to the landing page and strengthen its messaging. This meant using targeted keywords and resonant copy, as well as competitor analysis, account audits, persona development, keyword research, and content strategy. The personas in particular provided an important sense of the different audience segments’ goals, motivations, and needs. Overall, these steps lent themselves to strategic, creative problem-solving and a stronger means of expressing the knowledge, leadership, and results SIAA provides.

Building the landing page required identifying SIAA’s unique selling proposition (USP) of independent agency success, and tying that to the company’s conversion goals and audience. The copy was based on that USP, and used relatable, optimistic language to define the benefits of membership, share powerful social and business proof, and encourage users to download SIAA’s membership ebook. It also framed membership as an empowering life change. This kind of language and messaging helped revitalize SIAA’s brand, as did the simplicity of the landing page’s structure: it created space for strong visual elements and a streamlined look cohesive with SIAA’s existing visual identity. Together, these elements straightforwardly draw users to SIAA’s main website, and help agency producers envision themselves as part of SIAA.

Our team created SEM campaigns to drive users to the unique landing pages, optimized for key user groups through relevant marketing communication and targeted use of keywords that addressed vital pain points. This was crucial as SIAA’s previous keyword strategy was ineffective and overemphasized quantity, targeting over 20,000 broad search terms. Our content strategy involved cleaning up SIAA’s keyword usage so they were topical and targeted toward agents’ needs, as defined through the personas. 

The SEM campaign strategy also involved conducting weekly optimizations after launching, including bid adjustments, budget changes, and location and language modifications. Some of the earlier optimizations—closer to the campaign’s start—featured bi-weekly updates and even more frequent adjustments. Without these optimizations, our team estimated that the CPA would likely have been 10% to 30% higher, and the click-through rate (CTR) could have been lower by approximately 0.5 to 1 percentage points, a major testament to this step’s effectiveness.

Programmatic advertising expanded the campaign’s reach beyond the more commonly traversed avenues of Google and Meta, and made it possible to meet SIAA’s audience where they were on the Internet. These ads targeted a more niche audience based on behavior, location, and past online interactions: for example, for users who regularly looked at recipes online, SIAA ads would show up on those particular websites and pages.

This part of the campaign allowed SIAA to engage with agency producers who had not actively searched for information about SIAA or starting their own business. It could also reach individuals that traditional campaigns might miss. This gave SIAA higher precision in audience segmentation, and contributed to an overall increase in brand awareness.

The campaign’s weekly optimizations have continued, and include advising and guidance on regular optimization, making maintenance a priority. Our consulting services have also included strategizing how to build off the campaign’s foundation to improve SIAA’s other digital ad campaigns—and achieve higher conversions while spending less. This is reflective of how our team approached this partnership—that is, as an extension of SIAA’s in-house team, coupling their background knowledge with our branding and marketing expertise to accomplish their business goals.

Isadora Agency’s collaboration with SIAA showcases the power of its comprehensive digital marketing expertise as a true competitive edge. By leveraging in-depth, objective research and a deep understanding of SIAA’s key user groups, the team delivered campaigns that not only generated higher-quality leads but also exceeded conversion expectations.

What sets us apart from most SEM agencies is our unique blend of expertise. While others focus solely on ads and keywords, we bring a more comprehensive creative, story-driven, and brand-centric approach that transforms partnerships like this one.

Isadora Agency empowers brands to combine smart, creative branding with data-driven digital marketing. By collaborating with a digital agency that leaves no detail overlooked, you can elevate your digital marketing results to unparalleled heights.