You want your insurance agency to be big on the web. You think that you're doing everything right. You're writing blogs that have the right search terms, and you're working to develop a social media presence. You've even studied the right times of day to post your blogs on social media. You want your blogs to be the cornerstone of your insurance marketing strategy. Why isn't this working for your business?
1. Speak Directly to Your Audience
If you were creating an advertisement for your business, you'd focus on what your audience needed. The same goes for any type of insurance marketing. Your blogs shouldn't just be about current events or the topics that you find interesting: they should focus on what your customers want to learn. By speaking directly to your audience about the insurance issues they care about, you'll add immense value to your insurance agency blogs.
How do you know what knowledge will inspire your customers?
Glean information from front line customer service representatives about customers' top questions.
Look at search engine queries and try to answer them in your blog posts.
Talk with customers on social media.
Follow other popular blogs and insurance industry trends to see what's emerging in your field.
2. Focus on Your Unique Contribution
When you're developing content for your blog, you can talk about the issues that everyone else writes about, or you can focus on creating a unique niche for your business.
Draw on your experiences to build a unique voice and brand for your blog-based insurance marketing. For example, if you often work with local teens who have just purchased their first vehicles, you could run an article series for teens and their parents about vehicle safety and insurance issues for teens. Your business has expertise, and your blog is your platform to share it in a way that's relevant and engaging to your readers.
High impact posts don't need to be lengthy. They need to be powerful.
3. Stop Rambling
Do you feel like your blog posts must be a certain length to be legitimate pieces of web literature? Stop pushing yourself to write more and more words or to squeeze in just a few more salient keywords. Instead, focus on the message you want to get across to your readers. If that message must take 700 words to convey, use those 700 words. If it's actually a 200-word post, use 200 and no more. High impact posts don't need to be lengthy. They need to be powerful. Don't be limited by words, either. Images can be just as powerful. Complement your blog posts with integrated video and graphics that inspire.
4. Invite Conversation
Remember the most scintillating person at the party? She's not the person in the corner delivering a monolog about current events. She's the person who talks, asks questions, and truly listens to others, drawing them into the conversation as well. A blog post isn't Shakespeare, and you don't need to deliver a soliloquy. Instead, see your blog post as a conversation starter and invite your readers to engage in discussion about it in your comments section and on social media.
5. Develop an Integrated Insurance Marketing Strategy
Your blog should not be your only insurance marketing strategy. Creating a suite of marketing tools makes each individual element more valuable since it's tied to others that can add even more value. For example, you can create a blog that focuses on fireproofing your garden during forest fire season, and you can develop an ebook about the topic as well – or an in-person seminar that's complemented with a live video feed. Provide your blog visitors with further opportunities to extend their knowledge of a topic, and they'll grow to see you as a true and trusted subject expert.
At American Agents Alliance, we're dedicated to helping you develop your insurance business. If you're looking for new insurance marketing ideas, our annual American Agents Alliance Insurance Convention and networking opportunities can help. Contact us and learn more about membership.