Let’s just get this out in the open: insurance isn’t easy to understand.
The industry has a lot of words that don’t mean anything to anyone until they’re in trouble. Words like aggregate limit and annuitization and annual capping limit. And that’s just the As!
Beyond the jargon, the mechanics of insurance can be confusing and even frustrating at times. People have questions about insurance, and they’re looking for answers. Unfortunately, those answers often perpetuate the perplexity rather than clearing it up.
Your insurance agency’s blog offers you a unique opportunity to help your clients and prospects learn more about insurance. In many industries, generating blog topics poses a challenge. Not so with insurance! There are hundreds of questions that people want answers to, and you can answer them all on your blog - one at a time and in plain language.
Using your blog to this purpose serves several additional purposes beyond simply answering questions.
Search engine optimization is the act of adjusting and fine-tuning your company website so that it’s easier for search engines to find and share with internet users. Adding the keywords and phrases that prospects search for when they’re searching for answers is one of the primary means of optimizing a website. Blogging allows you to add more keywords and phrases each week, which makes it easier for Google or Yahoo to identify your site as a relevant and reliable source of information.
By distributing your blog post via social media outlets and e-newsletters, you’re also increasing the likelihood that your site will gather inbound links as others share your posts. Links from other trustworthy sites makes your own site appear more trustworthy, and Google likes to give its seekers reputable content.
Prospects want to know that the insurance agency they’re working with is the best of the best. By maintaining a blog that answers insurance questions clearly while also staying on the forefront of insurance trends with timely news-centered posts, you’re building your agency’s reputation as an industry leader and positioning yourself as the go-to authority for insurance information.
Blogging is just one element of a successful marketing campaign, but it adds value to every other aspect of your strategy. It provides you with engaging, up-to-the-minute content. It provides you with shareable information to post on social media platforms. It even gives you a place to cleverly share calls to action. If your agency isn’t blogging yet, perhaps it’s time you give it a try.