While those have the ability to create engagement with your target market, and help you understand their needs and interest, blogging great content helps you create your own 21st Century Yellow Page Ad.
You remember the Yellow Pages?
Years ago vendors would stop in your office, and show you data on customer usage of a book with numbers by category. A customer could look up Insurance and find you. You could separate yourself from the competition by the size of your ad.
Then one day you realized, I don’t use the yellow pages anymore. Neither do my friends. Neither does anyone in my office. If we need something, we “google” it.
If you do this, your customer does as well. So when they look for insurance do they find you.
Your website is probably not enough to create an ad big enough for customers to find, but your insurance agency blog can be.
Step 1: Make sure you site has the ability to “blog”, and it can be indexed by Google.
Step 2: Find niche topics that you can create content around so that customers can find you in your local market.
Specialty Lines are perfect for Digital Marketing. Trying to compete with Progressive and Geico online around the keywords “auto insurance” is difficult, but you can dominate search in your market by becoming a specialist in boat insurance in [insert your city], or how about condos, or motorcycles, RVs, classic cars, jewelry insurance, etc.
Granted you won’t make much money selling $200 cycle policies, but the customer traffic this segment can drive to your agency can be huge. Because of course you won’t just sell a motorcycle policy, you will ask about home, auto, etc.
So how do you do this?
Write articles around specialty lines & other niches using keywords you research through Google Adwords.
Borrow content from your company partners. Most have a handful of articles they don’t mind you taking and editing.
Find a dealer partner or other business that is willing to provide content for you, and then you both benefit.
Use your niches. When it comes to creating content to drive traffic to your agency. Brainstorm your commercial niches, and think how you can write about their special insurance needs.
Use Slideshare. Think of this as online Powerpoint. If you have created any insurance presentations dump them into Slideshare, and embed it into your site.
Don’t forget video. Video your customers, your referral sources, the customers you want and talk about their needs and how your products match their needs. A big key with video is to make sure you add some text so Google can index it, and don’t forget to put on Youtube as well. In fact, share it everywhere you have a presence.
Create a content calendar. Develop contenting can seem overwhelming. It is one more item to add to your bulging to-do list. The secret is the content calendar. Create 12 themes, and assign them one to a month. Announce it to your staff, and ask for them to begin giving ideas for each of the 12 months. It will fill up quicker than you think.
You have the power to now be your own Yellow Pages. Take advantage of it, and being scripting out ideas on a calendar, and start today filling in with your expert content.