It’s the 21st century—time for insurance agencies, wholesale brokers and MGAs to get in on what blogging has to offer. Agencies that want to grow their client lists need to engender trust. Meanwhile, clients and prospects need to believe that their agents are doing all they can to protect their businesses. This is where blogging comes in. It builds faith and trust in you and your agency. 

Here are 3 things blogging can do for you:

Bring your website to life. Most websites are akin to digital brochures. A blog brings life to your website with its dynamic appearance. Moreover, regular blog posts give visitors a reason to return again and again. Agencies should also share blog content on social-media sites to drive the traffic to their sites.

Grab your prospect’s attention. Each and every blog is another chance to grab your readers’ attention, so the more the better. Optimizing for search engines increases the likelihood your posts will appear in search results and drive new traffic to your site. Using targeted keywords and phrases will improve your ranking.

Establish you as a leader in the industry. Through insightful and authoritative blog posts, agencies can position themselves as industry leaders. A blog helps prospects get to know you and puts your expertise on display. Prospects will instantly start developing trust when they see the value in your posts.

If you can get into the habit of writing a regular (or even semi-regular) blog post, you will find it a quick, efficient and cost-effective way to engage with your target audience.

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John Scranton is an insurance agency marketing expert and vice president of StartUpSelling, Inc. which helps small businesses with lead generation, sales, marketing, website design and branding. For more information and tips from John, visit www.StartUpSelling.com, or go to his blog at http://startupselling.com/blogs/johnscranton.