Business Blogging that Actually Gets You Business

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Does your business have an active blog?

There are only two reasons to blog.  Create valuable content for your customers or attract more customers to your agency.

Let’s talk about attracting customers to your agency.  The way content attracts people to your agency site is primarily through SEO or Social Media marketing.

Here’s the bad news blogging about auto and home insurance info. It won’t help your SEO.  Trying to compete with Progressive and Geico online around the keywords “auto insurance” is difficult.

You can compete locally for terms like “auto” & “home” insurance and win, but you will need become an SEO expert or willing to spend money on someone to do it for you.  They exist, and surprisingly you can win this way.  The negative with SEO is that it is harder to target the demographics you want.  SEO on terms like auto and home cast a wide net having pull into fish you don’t want.  You’ll capture good customers, but there will be a lot you will throw back.

If you want to dominate your insurance market through SEO, there are topics that will help you win.

So what should you blog about that will attract attention to your business?

  1. Think Niche.  What are the items your agency has specialized in?  Boats, Motorcycles, Rental Property, Restaurants, Convenient Stores, Niche Manufacturers.  Think about the questions customers ask you.
  2. Think Local.  No matter what you write about.  Localize it.  Identify your geographic business area and include that in your content.  It might be the city you live in.  It might be the region you target for a commercial niche.

Here are some ideas:

1.Specialty Lines.  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.  You won’t only sell a motorcycle policy, you will ask about home, auto, umbrella, etc.  Boats, Motorcycles, Classic Cars fit this niche.  Write about local clubs or festivals and share socially and you will get traffic.

2. Rental Property.  The average property investors think they know property insurance, but they don’t.  There are multiple ways they leave themselves exposed.  Think of all those conversations you’ve had with friends and relatives that have a rental property or two.  There is no way they are fully protected.  For many, property investment is their retirement, and they exposing that nest egg.  You can get very local here.  I guarantee there are parts of your city or region that are prime area for investors.  Identifying those areas and the potential risks are beneficial to all your customers.

3. Jewelry.  Save this for those special times of years, like Valentines and Christmas.  Most people don’t have enough coverage for their jewelry or other items. Partner up with a local jeweler and use them to help write the article.  The joint effort will help SEO if you link each other and both share socially.

4. Umbrellas.  No one understands this.  Talk about what it covers and why people need it.  Use humor, don’t get stuck in the insurance weeds.  Give people just enough info to understand it and need it.

5. Commercial Niches.  If one of these items has more potential than the other, this is it.  No one does this.  Try this: Google the handful of niches you insure or know a little about.  You will not find many articles out there helping those business understand their insurance needs.  If you do, they won’t be in your market.  No one does this.  Using this topic to write, creates more opportunity than just  SEO power for your site.  You can use this content with associations and trade organizations.

One agent I work with reached out to an association in a niche she writes business.  She asked if they ever needed content for their own site or newsletter.  They said yes.  She wrote a couple articles about insurance and their business.  The association published it and not only linked back to the agent’s site, but provided their phone number and email.  Instant authority.  Instant credibility.  Instant leads

So how do you do this?

Think of all the questions customers ask you in these niches.  Think about all the gaps you’ve surprised people in discovering.  Those are your topics.  

Create articles around these topics using keywords you research through Google Keyword Tool.  Look for the ways customers search on their topics and the way they ask questions.  Those phrases need to be part of your titles and peppered inside your writing.  

If you need content, your companies probably have a handful of articles they don’t mind you taking and editing.

Warning.  You will sit down to write, especially if you are new and you will doubt.   You will see yourself as an imposter.  You are.  But don’t worry about it.  You know more than your clients.  In fact, you know a lot.  If all you’ve done in this business is taken your insurance class and exam, you know more than 90% of the world about insurance.  You don’t have to be an expert, just be helpful.

Think like a customer and what will help them in their life and business.  Use that info to generate localized content.  Make it shareable, and you will start seeing more opportunities to spread your agency’s message to your market.

Be Productive,

Theron Mathis

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photo credit: SandCrestSEO <a href=”http://www.flickr.com/photos/154606111@N05/37962981004″>office-work</a> via <a href=”http://photopin.com”>photopin</a> <a href=”https://creativecommons.org/licenses/by/2.0/”>(license)</a>

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