If your insurance agency has not yet started on an integrated insurance agency blog, your agency should consider these basic steps to move forward, and do so quickly. Insurance agency blogging is not an option, it is a necessity for the future marketing success of your agency. As younger buyers enter the business mainstream, they will derive much of their information from website content and blogs. At a minimum, your agency should have one comprehensive blog on your insurance agency website, but optimally, you should embrace this opportunity and have multiple blogs to ensure your agency is leveraging this competitive advantage.
1. Create an integrated website blog and add relevant content for your target market. Post at least twice each week and make the postings concise. If additional content is required for each post, link to an internal website page where the posting is continued (think of it as the front page of your electronic newspaper).
2. Add widgets to your website blog to make it easy for web visitors to share your blogs. Have your key social media icons for Facebook, LinkedIn, Twitter, YouTube, Buzz, Digg, StumbleUpon, Delicious, Etc. prominently displayed. Make sure you have an RSS feed available and a simple and easy subscribe box for your blog. Tweet, Digg and Buzz your own blog – this will help move our content into cyberspace.
3. Showcase your keywords in your blog. This doesn’t mean you should be keyword stuffing, but you should be able to create content which touches upon those keywords most important to your agency. For example, New York commercial insurance, Texas Fleet Insurance, and Midwest Group Health Insurance are all long tail keywords and can readily appear in an applicable blog article. Target 6% keyword density of your trophy keywords in your blog. For example, it your long tail keyword phrase was Professional Liability Insurance, this phrase should appear once for every one hundred words used in your blog. Though the keyword density formula is a little more complex than this, the example offers and adequate approximations.
4. Content, content, content should be your mantra. Make sure your content is relevant, educational and succinct. It’s alright to have the occasional “sales pitch” in a blog, but the essence of the blog should be educational in nature. Blog postings should be diverse but applicable to your target market. Stay away from controversial topics like politics but feel free to use topics other than insurance. For example, for a B2B oriented agency, you can write about OSHA, tax changes, healthcare regulations, CSA 2010, HOS, enrollment changes, and other topics germane to your target audience.
5. Don’t stop blogging and consider adding a vlog. A key to blogging success is consistency. Blog regularly, even if your blogs are short. Blogs can announce webinars, offer a quick review of a business book you read, mention a fund raising event you just attended, offer a link to a government website (new IRS regulation), discuss a nuance of PLI insurance, or link to a great article you just read. It can direct readers to other areas of your website or to other groups within your agency. Vlog (video blogs) add another dimension to your blogging. They are interesting, sticky, can be posted to YouTube and showcase your agency information. Once you’ve mastered your insurance agency blog, add an insurance agency vlog.
Remember that blogs should not be about selling insurance. They are to be used for education and elucidation. Offer interesting, relevant and compelling content and watch your blog views climb. Prospects who visit your site and find your content valuable, will be more likely, or at least more open, to engaging with your agents for your services. If your agents lack the resources or know how to blog, you can outsource the entire initiative to a reputable insurance marketing agency, or add it as a component to an insurance agency social media marketing program, which can also be outsourced.