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 <strong>of</strong> 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 <strong>of</strong> 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 <strong>of</strong> 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 <strong>2013</strong> 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 <strong>of</strong> Robyn’s free checklist “59 Ways to Attract All the Insurance Clients You Need.” 40 — <strong>Exclusivefocus</strong> <strong>Spring</strong> <strong>2013</strong>
<strong>Spring</strong> <strong>2013</strong> <strong>Exclusivefocus</strong> — 41
Change language