Exclusivefocus Spring 2013 - National Association of Professional ...

Think about this. If you create a standard
brochure-style website, nothing
ever changes. It is stagnant. There is no
reason for Google to keep coming back
to your site. But with a blog, you are always
updating with fresh content. There
are more keywords, more information,
and more reasons for people to find your
website while searching. All in all, blogging
is a great way to build search engine
optimization (SEO), which can help get
your website ranked higher.
High search engine rankings also require
time. The longer your website is
established – especially with regular
blog posts being added each month –
the stronger your website will be in the
search engine results.
Another great benefit to blogging is
that it is easy to get started, even without
hiring a web designer and spending
lots of money. You can use a website like
Wordpress.com to begin your blog and
start creating content in less than 15
minutes!
What Do I Write About
Many agents worry about blogging because,
like social media, it requires time
to come up with topics, writing blog
posts, editing them, and posting them on
to your website. But it doesn’t have to be
difficult. In fact, blogging once or twice
a month will give you a great start. By no
means does it have to be daily. You can
even delegate the task to a staff member
with strong writing skills.
Then if you are comfortable being on
video, you can create a video blog too.
Make short two to three minute videos
sharing insurance tips and education. A
good way to do this is to use those questions
people ask you every day and answer
them. While you can write a script,
it is not necessary, especially if you are
adept at ad-libbing. Like anything else,
the more natural you come across to your
audience, the better impression you will
make. And uploading the videos to your
blog can be done quickly, even with a basic
smartphone.
When it comes to ideas for what to
share on your blog, think about what
would establish you as an expert and
what your readers would find interesting.
For example, you can talk about budgeting,
saving money, family asset protection,
and financial planning. And the
more you share about your local community
the better. Organizations you’re
involved in, volunteer opportunities, and
community events all make great blog
content. They are interesting topics that
are shared in your area and spread your
name as a local supporter.
Why Is All This Important
In the insurance business, your name
and your brand are everything. They
make or break your success. People absolutely
must know who you are and
what you do. Internet marketing – either
through a website or social media channel
– is a highly effective way to make
this happen. By utilizing online tools,
you are able to take control of your message,
build your own agency brand, and
demonstrate your expertise and authority
in the insurance world.
As with most things in life, you
can’t trust someone else to do it
for you.
Yes, you can rely 100% on the Allstate
marketing tools and you will be fine.
You’ll have the basics covered. But, if
you decide to change companies five or
ten years from now, you’ll wish you had
started your own website much sooner.
The same thing goes for social media
networks like Facebook. Create your
page and build your fans using your
name, not Allstate’s, and you’ll have a
marketing tool that you can use for years
to come. But if you include Allstate on
your page name, you’ll likely need approval
from them and if you ever decide
to leave, as many agents have, you’ll have
to delete their name. Wouldn’t you rather
hold on to those thousands of loyal clients
yourself
Remember that online marketing is a
long-term process. It doesn’t have to be perfect
right away, it’s just important that you
get started! Make 2013 the year that you
establish your own brand and start building
and promoting it online. Ef
Robyn Sharp is an insurance marketing
consultant and a former agency owner. Visit
www.agencyupdates.com for insurance
marketing tips and to get a copy of Robyn’s
free checklist “59 Ways to Attract All the Insurance
Clients You Need.”
40 — Exclusivefocus Spring 2013