By Coburn Childs
Perhaps you have heard the phrase, “call to action,” but you’re not sure what it means. Well, did you know that marketing success for your business usually starts with a call to action? How about that 70% of small businesses are regrettably not even employing a call to action on the homepage of their sites? Let’s explore some of the ways you can be taking advantage of this, whether on your agency’s website, Facebook page, or other social media profiles.
What is a call to action?
There is no specific call to action definition, aside from the fact that it is simply what it sounds like: a command or instructive sentence that urges your website landing page visitor—or a viewer of your social media page—to answer that call with a certain action. Believe it or not, the wording in what your company posts in blogging and social media efforts really does matter when it comes to converting customers in your content marketing strategy.
In short, a call to action—whether in a blog post, on a product or service page on your website, in a tweet on Twitter, or even on a post through Facebook or another social media outlet—is essential for your business marketing to be effective.
Call to action examples
Many small businesses do not prioritize calls to action in their marketing efforts, meaning they do not bother to implore potential clients to even so much as “read more.” However, this may be hurting their success. The goal of marketing is to get customers to engage with your business and convert. Hence, it’s time to provide the instruction to yield a conversion.
For example, if your business offers an auto insurance quote form, end the paragraph with a compelling phrase, such as, “Fill out our quote form for information today.” Similarly, if you want a visitor to your social media network profile to click to your website from a simple Facebook post, include something like, “Visit our website now for more information about this service.” You can get creative, but stay basic in how you’re asking your potential customer to convert.
When instituting a call to action, be sure to prioritize what that action will be. Evaluate what will require a conversion, and then craft a simple statement. Just be sure to not overload your pages and posts with calls to action that are not genuine or do not make sense. After all, the very point of a call to action is to engage your visitors and get them interested in learning more and converting. With just a little strategy, your agency can be well on its way to increased inbound marketing success.
About the Author
Coburn Childs is a creative mind and young professional based in Providence, RI. In recent years, he’s blogged on a number of topics, from the insurance industry to Hollywood’s box office trends, from communication theories to religious topics, from food to movies, and everything in between. He’s also a self-described social media nut! Currently, he works as an Inbound Marketing Specialist for Astonish.
By Theresa Navarra
57% of companies have a dedicated social media marketing team. Does your agency?
As the world of search becomes increasingly competitive, marketers are constantly looking for ways to stand out among the crowd. More often than not, that leads them to develop an engaging social media marketing plan. This can include:
- A plan for engaging with fans on Facebook – clients, prospects and community members alike.
- A strategy for Twitter.
- Communications on LinkedIn.
- An inbound marketing strategy that effectively blends all social media marketing campaigns.
While the percentage of businesses using social media marketing as a way to advertise has increased, for small businesses like insurance agencies, there is a great deal of advantage. Your insurance marketing strategy should focus on all areas of inbound marketing – blogging, press releases, email marketing, content marketing, and social media – but remember: an effective inbound marketing strategy will blend all areas together successfully.
Take it one step at a time. Where are your strengths? In the past, you have focused on building a brand using social media marketing, and also on leveraging your SEO and local listings for branding for your overall inbound marketing strategy. Now, consider this: insurance marketing on Twitter.
The Social Media Marketing Industry Report reveals that small businesses are seeing the greatest results from social media marketing, specifically, from Twitter. In fact, 36% of marketers have found a customer on Twitter.
Twitter Advertising For Insurance Marketing
Much like anything else in the world of inbound marketing, if you were not a first mover, you have to work hard to stand out. Fortunately, social media has made it easier for businesses to do so by creating ways for social media advertising. Although Facebook, LinkedIn and Twitter all have ways to advertise on their networks, let us focus on Twitter – it has, after all, been immensely successful for lead generation for businesses.
400 million Tweets are sent in a day by 200 million active users. Here is how Twitter has made it easier for businesses to stand out:
- Promoted Tweets
- Promoted Accounts
- Promoted Trends
- Lead Generation Cards
On Twitter, your insurance agency has the power to influence people in a different way than before. People are engaged. They care about what is happening in the moment as they are in it – this includes your business and what you have to say. Take advantage!
- Context is important: Consider connecting with your audience with trends that are already popular, but with your own spin to it. What is important to your customers and how can you connect your message to that?
- Listen to everyone: It is important to listen to your audience – this means your clients, prospects and also your competition. What is everyone else doing? While you do not want to blindly copy the crowd, you should use what is successful to inform your advertising strategy.
- Grow from your promotions: The main goal with all of your insurance marketing campaigns is to grow your followers – and thus, your agency. Be sure that you are running promotions that have that end goal in mind. Consider what you want your connection to be in the end and then realize which type of Twitter promotion will work best to achieve that.
Is your insurance agency excited to get started? Great! Learn more about all of the different ways you can advertise on Twitter by reading about the options in the Twitter Advertising Best Practices Strategy Guide.
About The Author
Theresa Navarra is the Marketing Coordinator at Astonish. Her passion and flare for the written word has allowed her to launch her career into the world of inbound marketing – from all things social media, blogging, digital marketing, SEO and content curation. Theresa is constantly striving to learn the next big thing and considers herself a forever student. The best part of her job allows her to share innovative ideas with individuals and businesses for marketing tactics. When she’s not enthralled in all things marketing, you can find Theresa captivated by a good book, pair of shoes or conversation.
By Allie Viau
It’s no secret that the insurance industry is extremely competitive. The competition is even more brutal for independent agencies, which find themselves up against not only other local agencies, but major insurance carriers and captive agents as well. For years, large carriers with endless budgets have been building brands based on catchy slogans and humorous fictional characters. Let’s face it- every time we turn on our TVs we see Flo or Geico’s gecko. This leaves many independent agencies worried, wondering how their local insurance agency’s marketing efforts could ever compete with the large marketing and advertising budgets that carriers have.
The bottom line is this: No, independent agencies cannot compete with major carriers when it comes to mass advertising and branding. But, they don’t have to compete on this level. In fact, they shouldn’t.
Modern independent insurance agencies are beginning to realize that they have other options and other ways to not only compete, but “win” against their opponents. While the carriers surely have assets that local agencies do not have in terms of reach, resources, etc; local agencies offer their own benefits to consumers that the carriers cannot.
The key to successful independent insurance agency marketing today seems to lie in the ability for the agencies to realize the unique value they can offer to consumers that carriers cannot, and to highlight these features in a modern sales and marketing strategy. Independent agencies can capitalize on a variety of strengths, including their local presence, personalized service, and other factors.
So, which digital marketing strategies should independent agencies use to successfully compete in the industry? And, more specifically, how can agencies utilize an integrated inbound marketing strategy to increase their return on investment (ROI)?
By utilizing an integrated inbound marketing strategy that includes blogging, social media, email marketing, website content, and more, agencies can compete and win against their opponents and achieve return on investment through these five main “levers”:
• Retention: Keeping current customers by staying in front of them and connecting with them on a level that carriers cannot.
• Conversion: Turning more prospects into customers by providing modern consumers with the type of information that is important to them and their purchase decision.
• Round-outs: Taking advantage of the agency’s current customers by actively engaging with them and allowing them to learn more about the agency over time.
• Referrals: Understanding and benefiting from the power of inbound marketing activities when it comes to referring new customers.
• Opportunities: Reaching a newer, wider audience of local consumers and businesses.
The key is for agencies to understand that their relationship with customers is different than the one between carriers and customers. That is not only how it should be, but it is something they can capitalize on to help them grow and succeed over time.
For more information about insurance marketing, be sure to check out this Astonish blog that goes more in-depth into how independent insurance agencies can compete in the industry and achieve return on investment from inbound marketing.
About the Author
Allie Viau is an Inbound Marketing Specialist at Astonish. She creates a variety of content including website landing pages, blogs, and press releases. Allie is passionate about helping small businesses build their brand equity online through quality content and other inbound marketing strategies. She spends her free time baking, painting, and traveling as much as possible.