There are many strategies out there for generating and converting leads using content marketing. However, one of the most important strategies out there, arguably, is an effective call to action.
Calls to action are imperative. This is how you create a link between content and conversion. This is how your insurance agency can work to generate leads from content. Although you want to work hard to have unique, credible and valuable content, you want to work just as hard to incorporate effective calls to action. This may seem challenging. You do not want to sound spammy or too much like an advertisement – because consumers do not trust those. So what can you do?
Put your audience first – Encourage them to engage with your blog posts. Ask for comments. Ask for personal anecdotes or even compelling arguments for or against something you post on your blog.
Define the call to action before you write the content – As you begin to write a new piece of content, ask yourself: what do I want my audience to do with this information? Once you understand the why of your writing, generating the call to action will be easier. Understanding your audience and their needs and how those needs can relate to your overall goal is the first step. The next step is generating an effective call to action based on those things.
Here are some tips to get you started:
Keep them actionable – use wording that incorporates verbs
Keep placement in mind – you want the calls to action to be within the readers' line of vision
Make your calls to action “clickable” if possible
Avoid being too wordy with them –a good rule of thumb is to keep them clear and uncluttered As an insurance agency, getting a potential customer to convert is imperative. Use calls to action to make the process more successful!
About the Author: Scott Purves, CIC is the President of Purves & Associates Insurance Agency. Scott has focused on Group Benefits for businesses, including group medical, vision, and disability. He has served on the Board of Directors of the Sacramento Health Underwriters Association and is currently serving on the boards of the Insurance Brokers & Agents of Sacramento and the Davis Downtown Business Association.