4 Tips For An Insurance Blog People Will Actually Read
As an insurance agent, you’ve probably heard people tell you that you need a blog so many times you’re sick of hearing it. Your job is to build clients by serving their insurance needs. It’s not to write a bunch of blog posts and hope that Google blesses your site with tons of organic traffic. Nevertheless, you could be leaving a big opportunity on the table by neglecting this aspect of your insurance business. That’s because most everyone, who is anyone, spends time online throughout the day. Your blog can reach these people at virtually no cost to you, and move them in a way that an expensive direct mail campaign never could. But in order to do that, your blog is going to have to be one that people actually want to read. How do you make sure you accomplish this? Let’s look at a few tips.
Firstly, know your customers’ and prospects’ pains.
What keeps your customers and prospects up at night with regard to insurance needs? You already have invaluable data at your disposal with the people, who have decided to give you their business. Perhaps you have a lot of parents, who are worried about their teens texting and driving? Share some tips for how to teach teens to be more responsible behind the wheel, or keep your eyes on technology and pass along information on any new piece of tech that might prevent a teen driver from taking part in this dangerous driving faux pas. There are many worries and questions that your customers and prospects probably have. Use your blog to tackle these head-on.
Secondly, write a headline that forces people to click.
Let’s say there is a piece of tech that will stop teens from texting and driving while operating a motor vehicle. Don’t give all of it away in the headline. Instead of saying, “Widget Will Stop Your Teens From Texting While Driving,” tease it a little by saying something like, “Chances Are, Your Teens Are Texting While Driving: This App Can Make Them Stop.” This headline, I’ll admit, isn’t perfect, but what it does accomplish is this: it gets the idea across to the reader that you have information that could potentially save their teen’s life, and it forces them to click to find out what that information is. By putting “Widget” and Widget’s function in the first headline, you’ve sucked all the need to read your blog out of it for the easily distracted web surfer. There’s a chance they’ll see that first headline and simply type in “Widget” or the name plus “dot com” to pull up the actual web page, all without ever clicking through to your site.
Thirdly, make sure that your content is clear and readable.
So you’ve never been a good writer? Well, if you don’t have the money to hire someone to upkeep your blog with fresh content, you can still get the job done through a combination of your expertise and an editing program. A freebie you can try online is hemingwayapp.com. Pasting your text into this program will immediately tell you how readable your post is and call out mistakes that you might have made along the way. Spot-on English and grammar is essential. You don’t want to annoy someone with bad writing style, or they likely will never visit your site again, and they’ll think that you smack of unprofessionalism.
Finally, don’t waste effort.
This is especially true if you’re doing a data-driven post where you share fascinating stats that your prospects and customers might find appealing. Regardless, though, you don’t need to waste words. If you can write a 1,000-word post and make it interesting, go for it. But try to remember that when it comes to informational posts, many readers don’t want to linger on unnecessary setup. They want “just the facts” as soon as you can give it to them. If you can deliver insights, even better. But don’t try to simply write for a word count because you’ve heard that this-size post or that-size post performs better. Relevance, first and foremost!
An insurance blog may not be the most important aspect of your business, but it’s increasingly becoming more important as prospects migrate online to do their insurance research and shopping.