Frequent and meaningful blog posts can drive customers to your website


Don’t have a brokerage blog? You should get started.

Businesses with blogs produce 67% more leads per month, according to Demand Metric; and data from HubSpot customers found they got 55% more visits to their websites than businesses without blogs.

Blogs are important because of what’s called search engine optimization (SEO), said Richard Heft, president and co-founder of Ext. Marketing.

“You want to be top of the search engine rankings, and when you post regularly, new content tends to be picked up by search engines more frequently,” he said. “Their algorithms pick up content that is widely distributed. “

While there’s no rule of thumb for how often you should post, Heft said it should be quite frequent – once or twice a week. “Otherwise, people won’t get used to [of reading your blog]. “

And be consistent by posting at the same time each week, he added.

Kyle Paterson, director of business development and culture at Bryson Insurance, posts an average of two blogs per week.

“We post business-related content earlier in the week and personal insurance or lifestyle content later in the week to be read on weekends,” he said.

But the content must be meaningful. “It’s not about what you sell or the services you offer,” Heft said. “You can do a little bit, but think about what your customers need. “

Paterson added, “We post advice for our clients, usually based on their needs, what they ask of us, or what we are already providing advice on.”

No comments please

Although Bryson does not have a comments section on his blog, Paterson considered adding one.

The comments could provide a space for clients to ask questions, Paterson said, and for brokers to “learn where we could have provided better advice or been clearer.”

However, Heft considers the comments risky.

“I don’t always think comments are great because they are hard to control and you have to check [them] frequently, ”he said.

“You can have a customer with a sensitivity that your other customers and prospects may not share,” he continued. “It may sound a little offensive or critical of your work. “

For Heft, a blog doesn’t have to be a discussion board. “If someone has something to tell you, they can send an email, a text or a call,” he said.

And don’t forget to use different types of media – infographics, videos, lists – because “people digest information differently,” Heft said.

The Bryson Insurance blog has written articles, but also offers webinars and podcasts. “We deliver the same content on different platforms to engage different audiences the way they want to engage,” Paterson said.

Final tips

To keep your blog organized, remember these important points.

“Use an editorial calendar to know what you’re writing about each week,” Heft said.

Create a work schedule. “Know exactly how long it’s going to take and what you need to do to prepare and approve it for the release date,” he added.

And always share snippets on social networks (Twitter, LinkedIn) to redirect traffic to your site.

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