How do you bring new consumers to the top of your funnel? Cronin’s PathwaysbyAmica.com content marketing hub educates consumers and removes barriers to the sales process, while building positive sentiment for Amica as a trusted resource. The site aligns product benefits with specific needs of consumers at various life stages, and addresses common questions based on web search data.
Pathways by Amica has achieved the client’s goals for improved brand engagement, lead and lead quality.
Leads generated through Pathways are 26% more likely to have characteristics of Amica’s highest value target customer versus leads generated though other marketing programs.
In the first 3 months since launch the site has garnered nearly 175,000,000 brand impressions.
Audiences have spent over 3,000 hours engaging with the Pathways site.