If you're looking to compete in the online insurance marketplace, you'll need effective content across your agency website. But coming up with unique content that moves the needle can be a tedious process.
In this Masters of Marketing webinar, I unveiled the key to crafting an effective insurance website content strategy, as well as four concepts to focus on while writing content for individual pages. These tips can help your website build trust, gain visibility and ultimately yield targeted leads.
I've included a short summary of my presentation, but you'll want to watch the recording here or review the slides below for more details.
Setting a Content Roadmap
What's the primary purpose of your insurance website? If you answered "To sell policies," you'd be wrong. The primary purpose of your website is to build a connection with consumers. Effective content demonstrates you understand consumer concerns and can provide relevant solutions in their time of need. Keep this goal in mind as your put together content for all of your website pages, from your homepage down to your quote forms.
Executing Your Content Strategy
Now, it's time to put the plan in motion. When writing content for each page, keep the following concepts in mind.
1. Think Consumer-First
Thanks to the Internet, consumers are now firmly in control of the purchase process. As such, your content shouldn't advertise to them as much as address their needs. Make sure you've researched your target consumers to ensure you're reaching them effectively.
2. Benefits Over Features
It's tempting to list of all the amazing features included in your policy offerings. But consumers care more about the "why" than the "what." Demonstrate how your agency can help solve specific consumer needs.
3. Go Local and Personal
Consumers crave personal connections with the companies they do business with. Leverage your status as a locally based business to build this connection. You can personalize your content by incorporating such features as geography, weather and local events.
4. Connect Through Emotion
Consumers lean heavily on their emotions when making purchasing decisions, so it pays (quite literally) to incorporate emotion into your content. Demonstrate empathy for consumers' problems and then provide relevant solutions through your services.
By following this framework, you can create content across your website that focuses on connecting, rather than just selling. This can help grow your brand, online visibility and bottom line.
Want to see more? Here are the slides from the webinar:
Join us for the next Masters of Marketing webinar - Top Trends for Today's Insurance Website, presented by Karly Baker - on Thursday, November 17th at 12 p.m. CST (1 p.m. EST, 11 a.m. MST, 10 a.m. PST). If you are not currently registered for Masters of Marketing, you can do so here. You can also follow the webinar on Twitter using the hashtag #MastersMktg.
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