Why a Call to Action is Important in Social Media Marketing
Social media is a powerful way for you to market your insurance agency, creating new customer connections and engaging with prospects and clients on a more personal level. However, if you’re not getting the responses you’d like from your social media platforms, the problem might be with your call to action.
What is a call to action? It’s a sentence or two that comes at the end of your social posts and is a way for you to entice readers to take the next step you want them to take. Simply put, it asks them to do something, such as contacting your agency for more information or setting up an appointment. It can also help increase engagement by asking readers to like, retweet, or share your posts. The following are suggestions for optimizing your call to action to better engage prospects and customers.
Provide a Sense of Urgency
A strong call to action should give your readers a reason to act now, not later. For example, for a limited time you can offer a free, no obligation insurance review (this can work well for both property and casualty agencies and brokers selling life and health). Another option could be a one-time offer for a free inventory checklist with every collectibles insurance quote – or something of similar value. The point is, no matter what the offer, try and make readers feel that opportunities are limited and time sensitive.
Leave the Sales Pitch at the Door
Your call to action should encourage readers to engage with you further and not feel like a canned sales pitch. When possible, try to be creative and use words and terms that will make them feel comfortable contacting you and requesting more information such as:
- Want to learn more? Give us a call and let’s talk!
- We’d love to tell you more about [insert product/service]. Give us a call!
- Need more information? We’re here and ready to serve you.
- Quotes are free and just a click or call away.
Be Clear About Your Business Objectives
Let’s say you want to increase your business owner policy liability premiums. You can create a helpful blog on the dangers of low liability limits and offer readers a review of their current coverage. Looking to sell more umbrella liability policies? Then post content relating to business owner liability risks and include a call to action for a free quote on an umbrella policy. The goal is to provide helpful insight into a common problem, and then offer a solution based on your agency’s objectives.
Give Them Something of Value
What will get prospects to contact you today versus later? Try offering free downloads such as helpful checklists and guides, and don’t force your readers to provide their email address to access the item.
Finally, make it easy for readers to share your news and content. Whether it’s on your website, landing page, or blog, be sure to include social media sharing buttons.