Heather Sloan

Recent Posts

8 Reasons It’s Harder Than Ever to Rank on Google and Get Organic Traffic

Posted by Heather Sloan on Wed, Jan 24, 2018

Ranking on Google is harder than ever, but this doesn’t mean you should throw in the towel. Companies still need to be cognizant of SEO. Why? Because the majority of all website traffic – 51 percent of it – comes from organic search, according to data from BrightEdge. All this traffic makes a difference in sales, too: more than 40 percent of revenue is captured by organic traffic.

Read More

Topics: content writing, SEO

10 Blog Writing Ideas: Say Goodbye to Writers Block

Posted by Heather Sloan on Wed, Jan 17, 2018

You know your company needs a blog. After all, it’s a great way to maintain an active website with a high Google ranking. It’s also the best way to give customers—and potential customers—the information they want, something that’s more important now than ever.

Read More

Topics: blog writing

How to Write Better Email Subject Lines

Posted by Heather Sloan on Thu, Dec 28, 2017

Ready to write better insurance email subject lines?
Use the questions and answers below as a quick guide.

Read More

Topics: insurance email marketing, email marketing services

How to Use Content to Convert Top-of-Funnel Leads

Posted by Heather Sloan on Fri, Dec 22, 2017

Last week, we discussed the importance of respecting the buying journey. In the same article, we reviewed the difference between “top of funnel” and “bottom of funnel” insurance offers. For example, offering a complimentary insurance quote is a bottom of funnel offer because it only appeals to visitors who are ready to buy. The problem is the vast majority of visitors on your website are NOT ready to buy – they are ready to investigate, explore and learn. With this in mind, it’s more effective to greet your guests with top of funnel offers on your home page and other top level pages of your insurance website.

Read More

Topics: content writing

How to Write Content Offers that Respect the Buyer’s Journey

Posted by Heather Sloan on Fri, Dec 15, 2017

Many purchases are based on the need for instant gratification – gum, magazines and fast food are all good examples. The price is low, satisfaction is immediate and there’s little risk involved with the purchase. 

Read More

Topics: content writing

The 3 Biggest Blog Writing Mistakes and How You Can Avoid Them

Posted by Heather Sloan on Thu, Dec 07, 2017

As a content provider, we supply blog articles to many companies. We also track website traffic volume and sources for many clients. After several years of seeing clients’ website data, I know one thing for sure: When executed properly, blogging and social media can make a huge impact on bottom line business results.

Read More

Topics: blog writing

White Paper Writing: The Dos and Don’ts 

Posted by Heather Sloan on Wed, Nov 22, 2017

White paper demand continues to be strong for both insurance organizations and for technology companies that serve the insurance industry. If you don’t offer a white paper on your website yet, now is the time to get one on board.

Read More

Topics: white paper writing

The Ultimate Insurance Marketing Road Map, Part 3: How to Close More Sales

Posted by Heather Sloan on Wed, Nov 22, 2017

Today we’re talking about closing. What does it take to move prospects beyond awareness and interest to the point of being ready-to-purchase? This is the million-dollar question, right? While every prospective buyer is different and there is no exact science, there are six things you can do to improve your odds.

Read More

Topics: insurance marketing

Insurance Email Marketing: The Ultimate E-Newsletter Cheat Sheet

Posted by Heather Sloan on Mon, Nov 20, 2017

E-newsletters make it easy to maintain top-of-mind awareness with customers and prospects. As we all know, prospects usually don’t buy until they have an urgent need. And, that moment of need probably won’t coincide with your first insurance marketing effort. For this reason, ongoing communication is essential. When prospects decide to buy, YOU must be on their short list of possible resources, and that will only happen if you’ve kept in regular contact. Likewise, customers are more likely to renew their policies if you’ve communicated with them throughout the year.

Read More

Topics: insurance email marketing, email marketing services

The Ultimate Insurance Marketing Road Map, Part 2: How to CONVERT More Leads

Posted by Heather Sloan on Wed, Nov 15, 2017

Planning for the New Year? Make sure to address all four stages in the marketing cycle: Attract Convert, Close and Delight. Last week, our blog covered marketing activities to consider in the ATTRACT stage of the process. This week, we’re moving on to the CONVERT stage.

Read More

Topics: insurance marketing