Insurance Brand Growth

 August 02, 2016

Building an Inbound Marketing Toolkit for Insurance: Blogging

Toolkit_-_Blogging_-_Orange-template.jpgThe internet grants us access to the information we desire at the click of a button—from cupcake recipes to movie reviews to financial advisors. All we have to do is type a few keywords into our Google search bar, hit enter, and an endless list of answers to our problem appears on the screen.

But as an insurance marketing professional, how do you get your organization to appear in your audience’s top search results? By creating quality content through keyword research and search engine optimization (SEO), you place your website higher in search rankings. This will ultimately lead to an increase in the amount of traffic you drive to your website. Once you build this traffic, make sure you give your visitors a reason to come back by having a well-written blog. Blogging allows your website to be found online and encourages interaction with your audience by allowing you to share your knowledge and become their go-to resource.

Why Should Blogging Be in Your Insurance Marketing Toolkit?

In a Group M Search study, 86% of respondents indicated that search engines are important to their purchase path, and 58% indicated they start the buying process by using search engines. If consumers are searching for a product or service you sell, you want to show up high in their search results to increase your likelihood of being found and clicked on by consumers.

Blogging allows your Insurance Brand to get found online and generates traffic to your website. Besides paid advertising, nothing can produce these results better than blogs. You want your organization to show up high in your audience’s results, and creating an effective blog series can help you achieve that goal. Blogging also allows you to pack your website with new pages that are full of information that entertains, educates and helps your visitors make smarter decisions. Blogging provides long-term value for your insurance organization and your audience.

Integrating Blogging Into Your Inbound Marketing Campaign Strategy 

Blogging can complement all other marketing tactics by filling the blanks you can’t fit into other static web pages, ads, status updates, tweets or videos. Your blog is your own—it’s unique and tailored to the way you do your business. You can also link your landing pages, calls-to-action and social media to your blog series.

Once your readers land on your page, let the value of your information be the solution to their problem. Allow them to explore your content and discover what your organization has to offer. This will inspire your readers to take action and move them through your sales funnel.

Inbound marketing is an important tool to implement in your modern marketing strategy. It’s a way to attract, educate and build trust with consumers at a lower cost than the traditional outbound marketing campaigns. Start bringing qualified customers to your organization by implementing your integrated inbound marketing program today.

Blogging is an essential component to your insurance marketing toolkit. Learn more about blogging and the six other inbound marketing tools in our eBook Tools of the Trade: 7 Fundamentals of an Effective Inbound Marketing Campaign. These 7 tools will put your inbound marketing campaign on the fast track to success.

Integrate blogging into your inbound marketing program. Let's touch base and I will put the Hult Team's experience to work for you. We can connect at 309-673-8191 or, and together, we can create a better focus on your Insurance Brand. 

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