Case Study

GM Insurance

Insurance Broker

The Business

GM Insurance is an Exeter based insurance broker specialising in the UK waste, recycling and skip hire sector.  GM Insurance provide a wide range of commercial insurance policies to businesses both locally and nationwide.  The UK waste, recycling and skip hire sectors are their speciality although they also deal with all kinds of other commercial insurance including fleet, commercial property, all types of liability and cyber cover.  A long term client since 2006. 

The Brief


For GM Insurance – ranking well on Google for their specialist areas of skip hire insurance and waste and recycling insurance is important.  It is a very competitive sector with a number of larger companies as well as the usual insurance comparison sites dominating in search.  Despite this, and GM Insurance being a smaller player than many others in the sector, they still maintain a good position on page 1 of Google search for their most important keywords.  We are able to keep position through a combination of well optimised web site copy and regular blog updates alongside the important technical and off page element which also influences search engine placement.

Cross-Selling and Email Marketing

Another key part of the strategy for GM Insurance is keeping in regular touch with their existing customers by sending them a bi-monthly newsletter, rounding up all the latest news from the website.   The newsletter often has specific articles looking in detail at different insurance products as well as rounding up any industry news which may be useful.  The newsletter is a useful tool for cross selling by ensuring that GM’s existing customers are aware of the wide range of insurance products which are available.  Rumble have been instrumental in setting up an automated system for pulling together all the new content published on the website to feed into the newsletter.

Content Marketing

The blogs on both GM’s main website and their sub site are kept updated monthly with fresh articles and information from the company.  A mixture of information relating to products and services as well as wider industry based information and some other, lighter hearted articles are the main content marketing channels.  Social media is not a big part of GM’s overall strategy although they do have a presence on both Facebook and Twitter which is updated by Rumble with the information from the blog. 

The Future

A new website is planned for 2020 with an emphasis on reinforcing the quality and bespoke nature of the service offered by GM.  There will be more product information available on the new website with longer form content and pillar pages taking the place of the existing site information.  This will strengthen the SEO for a wider range of keywords and phrases as GM starts to focus on developing other insurance areas from their current specialist areas.


  • Content creation and copywriting
  • Content marketing
  • Email marketing
  • Web design and development
  • Website hosting and maintenance

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