If you have not started blogging to support your insurance marketing efforts, you may like to seriously consider creating a blog for such purpose.
Ever since blogging becomes a popular medium or channel for people to express their views and opinions, there have been millions of people writing blogs and many time more reading blogs.
With internet becomes an integral part of our life, more and more people spend more and more time to go to the websites or blogs to do research before making any purchase decision. Customers are no longer playing the passive role like what they used to do during the pre-internet era where they awaited insurance agents to feed them with information.
In correspondence with the change of customers' expectation and behavior, you may like to establish your internet presence to create more contact points with your customers or community. Every contact point could be the beginning of a meaningful business relationship.
Your blog may benefit you in the following ways:
(a) Touch point
We can never underestimate the growing population of internet community. Insurance is people business. It is about talking to people and communicating with people. Blog is a great place to start with for you to communicate with both your present and future customers.
You can communicate to your customers at personal level and in an informal way. You tell your story, your family, people who help you in your business, your experience and your mistakes. You share with them your joy and sorrow. You reflect your characters and values in your blog.
By knowing you as a person or perhaps as a friend, your customers are bringing themselves closer to you. You will always remain at the top of their mind should they need to consult someone on insurance matters.
Your customers will find your blog valuable if you could enlighten them with estate planning, wealth management, types of insurance coverage, financial needs at different stages in life cycle etc. Such information is helpful to widen their perspective in insurance.
With better knowledge about insurance, they may take proactive approach to seek your advice to address their financial concerns when they migrate to a new phase in life. By providing them with up-to-date information and relevant insurance issues, they will be able to take charge of their financial situations and interests.
(c) Bilateral communication
Enable comments on your blog so that you can allow 2-way communication between you and your customers. People are entitled to their opinions and would like to have their voices heard.
By incorporating customers' perspective into the evaluation of products and services offered, you enhance their experience dealing with you. Appreciative customers may also leave their testimonials in your comments box that speak favorably about you.
By providing useful and valuable content in your blog, you establish yourself as an expert. This tremendously boosts your image and you will be considered as an authority in the field of insurance.
Your advice on financial matters will be highly regarded and credible. You are able to add value to your service and move yourself away from price competition.
(e) Favorable business exit
The efforts you invest in writing blog would help you shape your blog visitors' behavior that may result in one of the following 3 business outcomes:
 They are obligated as your friends or supporters to help you expand your business by recommending their friends or family to you
 You will be able to reinforce customer loyalty and they will not turn to competitors offering them better products or services.
 Buy the product from you since they have trust in you and your advice.
Your blog can be a great asset to your business. You may miss great business opportunities if you continue to depend on traditional marketing tools.