Gone are the days of blogging just for personal reasons. Over the last few years, blogging has become standard for nearly every business and industry as a way to educate consumers and bring more traffic to their websites. Even in the insurance industry, blogs can be a valuable resource for policyholders and a great opportunity for your agency to build brand awareness.
If you have yet to try blogging for your insurance agency, but aren’t sure where to begin, take a look at our tips for creating a successful insurance blog below.
Choose Your Focus
Does your agency focus on one or two particular types of insurance? Or are you focused in a specific state or region of the country? Defining the focus of your blog should come first. One easy, big mistake many people make when starting a blog (even for a business) is that they try to accomplish too much and cover too much territory.
If you sell mostly to coastal areas, you may want to focus heavily on water claims and flood insurance. If your agency is in a metropolitan area, you may want to focus on renters and condo insurance topics. Think about the types of customers you are hoping to reach and tailor your posts around the information they would find most useful.
Even if it’s only a few times a month, posting regularly is extremely crucial for your blog’s success. This achieves a few things. First, it shows customers that you are continuously working to provide educational material and trustworthy information to them over time.
Additionally, when you publish a new blog post you are opening up a new opportunity each time to be found in search engines, get shared on social media and reach out to new leads. And while posting a few times is better than not posting at all, studies do show that companies who post more than 16 blogs a month typically have over three times as much traffic as those who post only up to four blogs a month.
Answer Commonly Asked Questions
Are there questions your customers tend to ask over and over? Are there policy terms or limitations that commonly get misunderstood or confused? Try using these commonly asked questions as the basis for your blog’s content. Not only will this help you build authority as people on the internet begin to see you as a trustworthy resource, but it will also boost the chances of your blog coming up organically on Google. If there are customers asking you questions, chances are there are many others who resort to a Google search instead of asking verbally.
Link to Other Trustworthy Resources
It may seem contradictory to link out to other websites from your own — after all, you want people to see your agency’s website, not leave to visit somewhere else — but it’s quite the opposite. Link building in your blogs can help boost your ranking in a Google search, build your authority and connects your readers with other related websites on the topic you’re writing about.
Whether you link to InsuranceJournal.com, PropertyCasualty360.com or another industry website, aim to link relatable content in your blogs to other articles on similar subjects written by well-established, respectable sources.
Include a Strong Call to Action
When your readers come to a close at the end of your blog, what do you want them to do? If you’re anything like other businesses writing blog posts, then you likely want them to take an “action” and reach out to you. Be sure to include your agency’s name (or your own personal name), contact information (such as a phone number) and a little bit about what type of insurance you sell. Try to make it both personable and informative, but not too pushy. Let them reach out to you if they have more questions.
Share on Social Media
The ability to share blogs you write on social media is by far one of the greatest benefits to generating your own content. This helps drive traffic you already have on social media to your agency’s website, provide further education beyond small or quick social media updates, offers your agency content you can share on a regular basis and further pushes your leads to close a sale with you.
Learn More About ASI
ASI is one of the largest homeowners insurance carriers in the United States. Through a network of independent agents, the company offers home, condo, renters, dwelling fire and flood insurance in over half the country, with plans to cover the rest by 2017. Find out more at AmericanStrategic.com.