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September 16, 2015 at 12:00 AM
Insurance agents who use and master digital marketing put themselves a step ahead of their competition. Unfortunately, the majority of agents today still do not take advantage of this amazing opportunity.
Insurance agents provide a tremendous amount of education to a client in a one-on-one situation, but become paralyzed when it comes to putting the same type of information in writing or video.
Why? Well, I believe there are many reasons, but I feel three stand out above the rest:
1. Uncomfortable sharing knowledge for free.
Most long-time service professionals, especially insurance professionals, are uncomfortable to share their hard-earned knowledge for no charge. In essence, when you share your industry knowledge in a blog post, you are giving free consultative advice. Initially, that is hard to swallow for some. The truth is that you are gaining likability, credibility, and trust with your audience.
This is the same audience member who may not only buy from you, but also become your largest promoter.
Also, many insurance professionals think they have “secret knowledge” that separates them from the competition and therefore would be compromised if shared for free on a blog post or video.
I hate to tell you this, but you are not as smart as you think you are. There is a good chance that “Mother Google” knows someone just as smart. So you may as well get “Mother Google” to know you as well.
2) Fear of saying the wrong thing in a permanent public forum.
I was once told the “e” in email doesn’t stand for “electronic,” but instead it represents “eternal.” That is also true in blog posts and social status updates.
