Numbers don’t lie. In a recent survey of over 7,000 companies performed by HubSpot they found that:
- Companies with 51 – 100 web pages have 48% more traffic than those with 50 or fewer web pages (having changing content, like a blog, is a primary way most companies have that many web pages)
- Companies who blog 15 or more times per month receive 5x more traffic than companies that do not blog
- Companies that increase their blogging from 3- 5 times per month up to 6-8 times per month generate almost twice as many leads
- Companies with over 200 blog articles have 75x the amount of leads that a company with 10 or fewer blogs generates
Given these numbers, you may find yourself thinking, “we have to start Blogging!”. The insurance industry lends itself very well to blogging. Whether your focus is personal lines, commercial policies, workers comp, or employee benefits, the reality is that the insurance industry is full of complex issues about which people frequently search for information online. A blog is a great way to answer their questions and provide helpful information.
So, if you want to get better at blogging or if you’ve just ‘seen the light’ based on the above stats, here are some tips to get you going.
1. Write with purpose
Before beginning your blog, be sure to understand your target audience and your blogging goal. We begin the blogging process with our clients by identifying ‘buyer personas’. Every element of every post should be written with that target audience in mind and each post should have a clear goal or purpose. For example, if your target audience are owners of manufacturing businesses, your blog should provide useful insurance and risk management insights for their business. Create posts that show your ideal clients that your agency is the ideal advisor for their business.
Hint: Notice how this blog is aimed at insurance companies? That’s because we’ve got a buyer persona called “Steve Nichols” who owns an insurance agency and we wrote this for (the fictional) him!
Keep It Simple (you know what comes next)! Just because you understand all of the technical aspects of a policy and can list ‘insurance jargon’ as a second language, it doesn’t mean your audience can. Put yourself in their shoes, and keep your writing elementary in nature. In fact, some topics that you might think are no-brainers to you may serve as educational blog topics to your audience.
Hint: Our own Jessie-Lee Nichols recently did a great post on keeping the blogging process simple that I think is a fine example of this.
3. Tell them what you want them to do
One of the biggest mistakes that we see in blogging is not closing out a post with some kind of offer or call to action. There may be a great story and helpful information in your blog, but most times post tend to end abruptly. You want your audience to have their interest sparked, but you also want to let them know that you have something to offer! Make sure that you include some type of call-to-action at the end of every blog post that you write. This may be to call you to learn more, or visit your website, sign up for your newsletter, etc.
Hint: I might be biased, but I think our blog is a good example of this. You’ll find a great call-to-action at the end of every post we write!
4. Be interesting
One of the biggest arguments against insurance blogging that we hear is, “Nobody wants to read about insurance.” That is true, and there is no denying that to most people, insurance just isn’t sexy. However, business owners do want to learn how to make their business better. The trick here is to be interesting enough to read without getting too technical. Make it clear to your reader how their business will benefit from the information you are providing. Provide useful information with a balance of imagery or a case study and you’ve got the recipe for success.
Hint: Notice how we started this blog with data that underscores how businesses benefit from blogging?
5. Understand inbound
In the fast-paced world of online marketing, blogging is actually one of the older and more mature platforms for getting your message out. It is also one of the most effective for the simple reason that it is quick, to the point, and frequent. But what most people don’t realize is that blogging is a powerful and effective search engine optimization tool. Search engines see each blog you post as a new page on your website. As a result, every time you blog, you are adding keyword-rich content that will help drive your website up in search engine results pages. Higher visibility means more traffic, and more traffic can lead to more business. This is what inbound marketing is all about!
Hint: This is a big reason why we’ve been blogging for the last four years. All that content helps us get found online and connect with our audience!
There is no magic pill to blogging in the insurance industry, but by following the above steps you will have the foundation for a successful blog – and a great lead generating tool for your business!