Marketing experts tout the importance of blogging for an insurance agency website. And for good reason. Blogging helps with your search engine optimization strategy. Blogging helps to drive traffic to your website. Blogging shows your expertise. Blogging helps establish trust, which develops relationships.
Wherever you heard it - at a seminar, on a blog like this one, from your insurance website vendor - you were motivated to start blogging for your agency. Maybe even committed to publishing one new post a week. Then it became harder to find a topic to write about. Or life got in the way. Or your enthusiasm waned. Or maybe some combination of all three. You started to publish a new post only every other week and then once a month. And it's been many months since you last blogged. It's not that big a deal, right?
Wrong. You've neglected your blog, and that sends the wrong message. Here are the four messages your website visitors will get from your neglected blog.
- You're not an expert
When consumers are searching for an insurance agent, they are interested in more than the lowest price. If price was all they were looking for, they know exactly where to go. There is a marketing barrage they get every day about it. So you know if they come to your website, they are looking for more. They look on your website for signs that you are an expert who can help them. An abandoned blog will not convince them you are such an expert. You are telling them you don't know much about insurance. That you don't know much about what's going on in the industry. That you don't know how to solve problems. When your credibility as an expert takes such a hit, it's hard to generate leads.
- You don't care
To a consumer a dead blog says you don't care. They'll assume good service and their satisfaction are at the bottom of your priority list. An agency that blogs consistently and addresses comments connects with its clients. A dead blog prevents such a connection from growing or even beginning.
- You're out of touch
Blogging is critical for SEO and driving quality traffic to an insurance agency website. You know this. Many experts have said it. We've said it. We have many posts about blogging. So why would a modern agency ignore it?
- You're going out of business
This is the most common impression someone will get from a deserted blog. This is why a deserted blog is worse than not having a blog at all. When consumers look at your blog and see the last post was months (or years!) ago, they just lost confidence in your agency. They will start looking for confirmation that you're even in business.
If you were to look for agency marketing companies and one company had neglected their blog, how likely is it you would hire them to help you with your marketing? You wouldn't. For any or all the reasons I mentioned above.
Blogging is essential to your branding and agency marketing. If you don't commit to it, not only are you wasting an opportunity to get ahead of your competition, you are also damaging your credibility. If you don't have the time to blog yourself, get some help. Either with an agency marketing company, freelance blogger or hire someone to do it for you.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their two daughters.Follow on Twitter More Content by Becky Schroeder