Why Your Brokerage Needs a Blog – and What You Should Be Writing About


The blog is not dead. In fact, it may be an underrated way for brokerages to offer expertise to their clientele, according to a market research expert speaking at the Insurance Brokers Association of Ontario (IBAO).

Diversity is of particular interest to potential customers, said Erin Kelly, CEO of Advanced Symbolics Inc (ASI).

Brokers can be ahead of the curve when it comes to blog traffic compared to average nonindustrial clients who use ASI for market research information, Kelly said.

“When I research our clients, you would normally see that less than 5% of the content they post has been clicked on by their target audience when they first come to us,” Kelly told hundreds of participating brokers. the IBAO convention. “In your case, it’s 13%.

“Of people who click for more information, 13% of the time they click on a broker’s article,” Kelly said. However, she points out, a handful of brokers get most of the blog traffic.

What does this say about what consumers want from the broker channel? “Your customers crave information from you,” Kelly explained.

A brokerage’s blog posts can also drive more traffic to its web pages or social media channels.

“Of those who click on the articles… 9% will go to the broker’s website after reading the article, 4% will visit their LinkedIn page – so make sure it’s up to date – and of those [who click on the articles]33% make a second visit.”

What do clients want their brokers to blog about?

Over the past six months, diversity and the insurance industry have captured client interest, according to ASI’s market research. Specifically, clients are using social media to say they want a broker who understands their diverse identity and unique set of risks.

“Diversity is something you should start having on your radar as something you want to be prepared to talk to customers about,” Kelly explained.

“[Customers are using social media to say] ‘I am a trans[gender] wife and I take hormones; how does this affect my disability or life insurance? [Or] I am a young black man and I am afraid of having a higher premium. I want an insurance broker who understands this and knows how to get me a fair deal.

Brokers can use this market research as an opportunity to blog about their expertise in serving various communities and ultimately increase their customer acquisition.

“Because if people wonder about [diversity] and you happen to be the person posting an article saying, “I’m an expert on how to get policies for trans people, [or] I am an expert on ethnic or racial communities who struggle to get fair rates and insurance,” [customers will] trust you more.

“Every broker might know how to do this, but because you said you’re that person, they trust you more.”

Featured image by iStock.com/Prostock-Studio

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