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Insurance Agents: Enhance Your Online Presence By Blogging

December 31, 2013

Some insurance agents assume that blogging about their policies or about the market is a huge waste of their time. On the contrary: a blog can be one of the smartest tools in a savvy insurance agent’s marketing arsenal.

A blog can establish an agent as an expert who knows products well and can help others make smart policy choices. The insurance industry is filled with jargon, but with the translations of a good agent, it does not have to be so. Agents who blog have a knack for taking complicated riders, policies and clauses and turning them into plain English for customers. It’s good marketing, and visitors appreciate it.

A blog is also excellent material for search engine optimization (SEO). All search engines thrive on original content, so if an agent blog frequently and creatively, the content will appeal to engines and rank higher in results. Content does not need to be endless, but frequent, original, fresh posts make a difference. An onsite blog allows an agent to offer visitors precise information in the areas that directly affect them. For instance, a medical insurance professional can discuss how Medicare works, or what Medigap insurance is, as he or she links visitors to the coverage they seek.

Blogs have grown out of forums and message boards, and it is now even simpler to post and to be noticed. Add something new often, and visitors will beat a path to the door over time. Dismiss “instant” success stories. Instead, build your blog carefully and steadily to seek out steady traffic that converts.

Should an agent allow people to comment on posts? While the idea is appealing, it works better in theory than in practice. Moderating comments for spam and inappropriate content can consume an undue amount of time and effort. Instead, provide readers with the information to call or contact the agency online with questions and comments.

How does an agent prevent a blog from becoming a static entity on an insurance website? Use Real Simple Syndication (RSS). Most blogs offer an RSS feed that syndicates your blog entries into other forums, search engines and blogs.

It the process sounds overwhelming (and it can be for a new user), look into hiring an insurance-industry-savvy SEO company that knows what is needed to make an insurance website a huge success. The marketing investment is well spent for the potential for new customers it will provide.