When Insurance Social.Media was first starting out, one of the first challenges we faced was how to build up our follower base and increase conversions to get new clients. As we brainstormed ideas and tried different strategies, we found that the most effective tool at our disposal was very easy to use: The call to action.
You likely already use calls to action and don’t even realize it. They’re so simple and natural that they’ll pop up in your website design, your social media profiles, and your posts organically. But to get the most out of a call to action, you need to use it with purpose.
What is a call to action?
In short, a call to action (CTA) is an appeal to users that invites their response. They can be as simple as, “click for more information,” “take this quiz,” or “sign up.” Essentially, it asks users to take an action–because sometimes all you have to do is ask!
A CTA is successful when it results in a conversion. So if one person calls your agency for a quote based on a CTA, you know your strategy is working. Good CTAs have a couple things in common:
1.) They offer the customer something. Whether it’s a freebie, a special benefit, or a simple satisfaction of curiosity, a potential customer needs some sort of incentive to answer a CTA.
2.) They tell the customer what to do. Using active language such as, “Like,” “Subscribe,” or “Download” lets the customer know exactly what’s expected of them. Some effective CTAs also offer a timeframe, creating a sense of urgency (e.g. “Subscribe today to receive this limited-time offer.”
Today we’ll discuss types of CTAs, why they work, and how to use them as part of your social-based marketing strategy.
Types of CTAs
A CTA isn’t always about making a sale. Of course, getting more clients is the end goal of any marketing strategy–but a call to action can have a much simpler purpose. Often, answering the call to action is just one stop on a customer’s journey toward a new insurance policy or similar product. Some common CTAs include:
–Buy a product
This is the most straightforward you can get with a CTA. Typically this type of call to action will appear at the end of an sales pitch, perhaps one that demonstrates the products value or desirability.
–Get a quote
Because insurance isn’t typically something that a consumer buys without some consideration, quote CTAs are typically used more that “buy now” by insurance agents. The ability to receive a quote on a policy without making a commitment is a low-pressure option that can result in higher conversions.
–Download a PDF
Downloadable resources can be a great way to drive traffic to your blog or website. Some agencies will offer bonus content in this way. For instance, if you sell auto insurance, you could offer a downloadable list of DIY car care tips, or a guide on how to do your own oil change. Agents who sell commercial insurance may consider promoting a list of online resources every business owner should know. Not only can this type of offering boost traffic to your website, but it also doubles as a form of customer education.
–Fill out a form
Having a user take a minute or two to fill out a form can be a great way to get quality leads for your agency. It can help if the user is getting something out of it–such as a downloadable resource, exclusive content, etc. Just ask them to “answer a few quick questions.”
–Visit a website
Simply clicking over to your website can transform a casual social media follower into someone who is actually interested in your product. Give the user an incentive to visit your website. This can be as simple as, “Click for more info.” Once a user has visited your site, they are more likely to reach out and ask for more information.
Do you send out a newsletter to clients and/or prospects? Do you create great insurance blog content? To make sure the right people see it, invite them to subscribe. Tip: If you have a blog post that is more popular, promote it with a CTA for subscribers who want more great content along the same lines.
–Chat with a representative
The average person likely has many questions about insurance. Invite them to ask those questions in a quick chat session. Whether you chat on Messenger, or on your website’s customer service chat (which we hope you have!), it’s a perfect way to invite prospects into a conversation that can open up the possibility of a new policy or cross-selling opportunity.
–Take a quiz or survey
Hosting a quiz or a survey is a great way to get information from existing and potential clients. For instance, by creating surveys you can find out what aspects of your agency clients love most, or what they think needs improvement. You can also learn about client needs in order to establish new forms of coverage you might consider offering in the future. On a more casual note, fun quizzes can be just as useful. Create a quiz such as, “What type of business should you own?” or “What is your perfect car?” and ask for the user’s name and email address before showing their results. This can turn into a great way to generate quality leads.
Using social media to educate your customer can be valuable–but you can tell them a lot more useful information if you get them on the phone! Inviting clients and prospects to call and have a chat is a way to start mutually beneficial conversations. Whether they call to learn more about a type of policy, to get a quote, or to review their existing policy, starting that conversation is the first step to a stronger working relationship with your community.
Naturally, this isn’t an exhaustive list of calls to action. There are many other creative ways to create a CTA that will benefit your agency. Do you have any ideas for a CTA that aren’t listed here?
Why is a call to action so powerful?
It’s time to have some real talk about the relationships between businesses and users on social media. Though many brands do their marketing through a persona that is meant to feel like a friend, teacher, or mentor, the average person knows the score–at the end of the day, you expect them to buy, sign up, or subscribe to something.
This isn’t a bad thing. It means that your followers know what to expect when they like or follow your social media accounts. While they may initially follow you for the content or the special offer, they ultimately expect that call to action at some point. They’re looking for it–and they’re ready to respond to it.
Therefore, there is no need to beat around the bush. Share your knowledge, create value, and make your CTA in no uncertain terms.
–It tempts curiosity
Curiosity is a strong motivator–not just for cats, but for people, too! Curiosity is what keeps us watching a scary movie even after we know we won’t be able to sleep later. It gets us to try new foods we’d ordinarily shy away from. It makes us click links to websites we wouldn’t typically visit. The parts of our brains that want answers just won’t let us look the other way. That’s why calls to action work so well.
A person becomes curious when they catch a glimpse of satisfaction, but can’t get the whole picture without taking further action. Think of it as being on one side of a fence that you’re not quite tall enough to see over. You may be able to see your neighbor’s roof, or the tops of his trees, but to see the entire yard you’re going to need to take action (such as bringing over a ladder). In the case of your followers, clicking to read the rest of an article, taking a quiz, or downloading a resource will be their version of dragging the ladder over to the fence.
How can you spark curiosity in your followers? The trick is to hint at the satisfaction in store for them. Talk about the benefits gained from answering the CTA, but leave out specifics. Invite them to find out for themselves. Keywords like, “tips,” “tricks,” “hacks,” or “ultimate guide” have also been shown to make users curious enough to find out more. Brainstorm ways to inspire curiosity and use it to your advantage.
–It offers a reward
As we stated before, a large reason that so many social media users answer calls to action is because of the reward they get from it. This can be anything from gaining more knowledge to winning a free gift card. Most often, the reward is going to be something intangible to the customer. Therefore, creating a successful call to action relies on how you create value in the minds of your followers.
So what does your agency offer in return for answering a CTA? Perhaps it’s a great customer experience, access to a quality resource, or competitive savings on premiums. You can demonstrate the value of customer experience by sharing customer testimonials. Do the same with a resource on offer, by hinting at life-changing tips contained within. Customer savings is pretty valuable on its own, but you can up the ante by showing how much you’ve been able to help previous clients save. What other ideas do you have for demonstrating value in your CTAs?
How to call your followers to action using social media
It’s very likely that your website already has calls to action, such as a button to get a quote, or a link to subscribe to your agency’s emails. But you shouldn’t rely on CTAs on your website alone. By utilizing the power of social media, your CTAs are able to reach the widest possible audience. There are a few simple ways to create calls to action on your social media accounts.
–Create a post
Most of your CTAs will probably be in the form of a tweet or a post. In these, you can include both compelling copy and a link for users to click. These can be as simple as asking followers to click on an article, or as major as inviting them to call you for a policy review.
Remember that not all of your posts need to contain a CTA–that can become exhausting to the user! So don’t overdo it. Season your regular content–educational posts, useful tips, eye-catching images–with a CTA here and there. You’ll begin to find that it comes so naturally. The posts practically write themselves!
–Add a button to your page
Have you set up a call-to-action button on your agency’s Facebook page? If you haven’t, you should! It’s a passive CTA that every visitor to your page will see. It offers them an easily accessible way to begin working with your agency. It may link to your website, open up a Messenger window, or take them to a form. You choose what the call is, and what the button does.
Similarly, you may consider including a link in your Twitter bio. It can take page visitors to your website where they can get a quote, or to a page where they can read more about your agency. Like with the Facebook button, the choice is yours as to what type of CTA you think is most important for every customer to see.
CTAs can also appear in ads on social media–often in the form of sponsored posts. These will often be very similar to the CTA posts you create for your page, but will reach beyond your follower base to people you aren’t already connected with. Such ads can be great for generating new leads, so consider creating them to promote a quiz, a form, or a survey for users to fill out.
At Insurance Social.Media, we know the power of a call to action as part of your social-based marketing strategy. That’s why, when we create engaging content for our agents, we reinforce value and include CTAs to increase the quality of engagement generated on your social media. If you haven’t seen what Insurance Social.Media can do for you, we invite you to give us a try. Sign up for our risk-free 30-day free trial today. Now that’s a call to action that we stand behind!
–By Mallory DuPuy