As an insurance agency owner or agent, you are an expert in your industry. You have taken the time to study, educate, and train yourself to have a comprehensive understanding of your products and how they can support and protect your clients. This all plays a role in the reputation you build for your agency. Your customers will base their first impression of your business off of your website or first interaction with an agent, so you always try to make sure it is always a good one. However, did you realize the content on your blog plays a role in your reputation?
Whether you are a creative writer or a facts-driven writer, it is important to make sure look over your work. The last thing you want to happen is to have several blaring mistakes on the page that results in loss of business. A person who comes to visit your website expects nothing but the best, so that is what you should be giving them. Having several grammatical or spelling errors could affect the trust and engagement of your audience in a negative way.
What can you do to avoid mistakes in your content? Proofread! This may sound like a lesson you learned in middle school, but it should be one you carry with you throughout your life. Even if you are an expert in your industry, without proofreading your content, you will be seen as an unreliable source. Here are some tips you can follow to create content that is error free before you publish it for the world to see:
- Write your blog posts in a Word document instead of directly on the site. This way, you can proofread your work before publishing the final product.
- When you review your work, you should correct all grammatical errors, correct all punctuation errors, and make sure your content and context is consistent throughout.
- Proofreading backwards can help you look for spelling and punctuation errors in each sentence.
Also, keep in mind that you cannot always rely on a spell-check to discover errors. Here are some specific examples of common mistakes that you should be aware of in your content:
Incorrect: Put your family first with our protection so you don’t loose everything you love.
Correct: Put your family first with our protection so you don’t lose everything you love.
Incorrect: They’re many different risks on the road, which is why you need auto insurance from us.
Correct: There are many different risks on the road, which is why you need auto insurance from us.
Incorrect: Whether you need term or hole life insurance, we have these options available to you.
Correct: Whether you need term or whole life insurance, we have these options available to you.
Incorrect: If you are interested in learning more about our products, fill out a free quote from now!
Correct: If you are interested in learning more about our products, fill out a free quote form now!
Incorrect: Failure to protect your business can effect your bottom line.
Correct: Failure to protect your business can affect your bottom line.
Make proofreading your written work an essential part of your content marketing strategy. It won’t take up too much time, and it will save you a lot of headaches in the future. Show your audience that you know what you are talking about and are dedicated to spreading your insurance message in an honest, accurate way. Then, you will continue to gain the trust of your community!
By now, you have already taken the time to master the craft of creating engaging, relevant content for your website and audience. However, this is not the only reason your clients should be reading your blogs, landing pages, and even social media posts. As you know, strong and interesting content should convert to sales. But the one element that connects everything together is a call to action.
Just as you would naturally include keywords into your content, you should do the same with your calls to action. This is the whole reason you have a website, to sell your products, right? Even if you receive lots of traffic on certain pages, that is only half the battle. You need your readers to respond and complete an action in order to remain in business.
So how can you encourage your community to act in addition to read? Trigger their wants and needs in every way so they will click the button to do business with your company. Ultimately, your call to action should encourage readers to engage with you further. The phrase you select must provide focus to your site and direct your customers seamlessly.
You also need to communicate the benefits of responding. What will the clients receive from completing the call to action? Some good words to include in your call to action are “buy,” “subscribe,” “register,” “call,” and “donate.” In addition, create a sense of urgency by telling the reader they need to act now and by a particular deadline to get the most out of the products.
For insurance agencies, some effective calls to action include:
- Get a Quote Now
- Bundle Your Policies & Save
- Call Us Today for a Free Quote
- Only 2 Days Left to Get a Special Discount
- Just 10 Minutes Could Lead to Better Coverage for Less
The position of your call to action on the page will also play a big role in the success of your strategy. You can place the statement in many different spaces, including high on the page, in the center, or at the bottom. Its placement depends on the message you want to send to your readers. The space around it may also draw more or less attention to the action. Finally, not only should your homepage include a call to action, but every page of your site should have some form of one.
Since you are already involved in content marketing, you have an understanding and appreciation for the written word. Now you must enhance the context of your language by engaging readers further through calls to action. These tips may help you become more confident in your strategy, finalize sales, and gain the success you desire.
In part one, we talked about how to create your content strategy plan. Now we’re sharing some fool-proof ways to find compelling ideas for content.
Researching topic ideas for your content strategy should be fun. Try out these ideas:
• Use Google: Did you ever notice that when you begin typing a search in Google, it attempts to auto-complete your search? Use this to your advantage! For insurance, you may want to use this simply by typing in “insurance” or another product offering and see what pops up. How about “owning a car” or “what is insurance”? Once you see what is frequently searched, you can try to identify how you can contribute to the conversation with unique content.
• Identify gaps in existing content: You are likely to discover that there is a lot of different content out there already—how can you contribute to that in a unique way? Figure out where the gaps are. Perhaps there are a lot of articles about winterizing your home but not much on what to do if your pipes do happen to freeze – write it! You can always branch off of a topic that is already topical with something new and interesting.
What do I mean by that? Check out these 3 ideas:
1. Creating an emergency kit for your car: This topic is popular during the winter months especially, and there is so much more you can do with it!
- Essentials for inside of your car during the winter time – blankets, gloves, a bag of sand or salt, an ice scraper, etc.
- “3 Tools You Might Not Know Existed To Help Escape Your Car In An Emergency” – the LifeHammer and ResQMe are just a couple – review the tools for your clients and educate them on the unique features of each.
2. Valentine’s Day: This is a huge topic in February. Let’s just say that insurance wise, we focus on health and life-related topics.
- Life insurance for newly married couples
- Chocolate is good for your health
- Creative gift ideas that will make your sweetie’s life easier
3. Winterizing your home: Another popular topic during this time of the year, there is a lot of content out there on how to keep your home safe for winter, but where are the gaps?
- What to do if your pipes freeze
- How to properly insulate your basement/attic
- Keeping your fireplace clean and safe
Once you start brainstorming around a major topic, you’ll be amazed how much you can come up with!
So get out there and create for yourself one heck of an astonishing plan for your content and once you master that, we can talk about actually writing the content!
Every writer gets writers block sometimes. With all the great content out there today, how can you find creative ways to stand out? Blogging is a great insurance marketing strategy on the Internet and, i’ll tell you, one of the best ways to think of a topic is finding inspiration from the season we are currently in. Whether it’s, winter, spring, fall, or summer, there are always great ways to spin an idea through that thought process.
Whether you read local newspapers, Internet blogs, or you find inspiration from your everyday life, thinking about the time we are in is important. Using the seasons as a starting point for your idea takes a timely and immediate approach to your writing.
Some ideas to get you started:
- Weather: The weather is always a timely bit of information during each season where you can cater to your location and what is going on during that time.
- Pop-Culture: There are always awards shows, television programs, events, etc that drown our worlds everyday take a humorous approach to your writing and add some pop culture!
- Local News: It is important to reach out to a wide variety of target audiences but with local news you draw in your home, and this will be relevant information to discuss with your readers.
- Style Ideas: Whether you target interior design, outdoor décor, or you’re the style that you wear throughout the seasons, this is a great way to be relevant and up to date during the season.
- Health topics: There is always national days where we are promoting an awareness about a health issue. Targeting these events and awareness opportunities will give you a wide range of topics to pull from.
Finding inspiration and topics to write about can be difficult, but put a little fun in your topics and you are more likely to be interested in what you are writing about. The change of seasons will give you a plethora of ideas to choose from.
Remember always write your ideas down as you think of them so you can use other topics in the future. All the topics above you will be able to relate in many ways to your readers and, it will give you a more timely approach to your writing which is very important. So stop draining yourself by thinking too hard and take a seasonal approach to your writing today.
Whether your agency writes onsite blogs, offsite blogs, link building articles or all of the above, you obviously know the importance of having solid content. Content for the web is unlike any other forms because you’re trying to cater to a real audience (people) and also the search engines. While it may not seem like much on the surface, it’s actually a more daunting task than it seems. When contributing content to the web, it’s always important you’re holding yourself to a high standard to improve your insurance marketing website.
In the days of social media, blogging and search engines, quality content is more important than it has ever been. There’s no use in churning out writing that doesn’t live up to a certain level of integrity and style, so here are some tips to help you and your agency keep yourself alive in Google:
- Keep it concise: One of the general rules of thumb of online content is to keep as short as possible while still effectively delivering your message. Now, we’re not saying to write a single paragraph and leave it that, but to also not write a book, either. As an independent agency trying to get its website to show up in the rankings, you need to focus more on multiple posts and articles, not just a long one every so often. So get to the point as quickly as possible and leave out any unnecessary information.
- Use Headings: Naturally, human beings prefer to be directed at what they should be reading instead of just blindly going through content. If you publish a blog post or article that is on the longer side, it may be wise to separate each section with headings and/or subheadings to make it easier on the reader. With headings, readers will be able to skim down the page and read the parts that may be more of interest or value to them.
- Inverted Pyramid: Ever hear of the “Inverted Pyramid”? In journalism, the inverted pyramid refers to the strategy of placing information in any given article. Normally, the most important information will be up top and fill most of the article, followed by secondary information in the middle and any related but not as important information at the bottom. If you want to lower your bounce rate, you’ll want to make sure you have the important stuff at the top so the reader has a chance to take it in before leaving your website.
As an independent insurance agency, you want your website to not only serve as a way for people to sign up for quotes, but to also reel in potential customers through search engine optimization. Your content is the bridge connecting your website to new leads, so take pride in whatever you write. Remember: keep it simple, thoughtful and fun!