Blogging For Client Retention - Part 1

Blogging is easier than you think, and more beneficial than you probably realize. I actually don't blog because it brings me new clients. I don't blog because people are searching for an agent based on the quality of their writing. I blog because it gives me an opportunity and a reason to touch my clients.

Every time I communicate with my clients our relationship is strengthened. Every time they read an article I've written I become a more valuable resource in their life. And isn't that what we're after with our clients, a strong relationship and to be seen as a trusted advisor - a valuable resource?

Blogging will increase your retention and is so incredibly simple that everyone should be writing an article or two every month! Take a look at what some simple articles can do for you. These are the stats from my blog, which was viewed 912 times last month! That's 912 viewings that let my clients know they're dealing with a professional that has the knowledge and experience to take care of them!

You don't have to be a professional writer in order to put out articles that will educate and inform your clients. You just need to follow a few simple rules and tips for blogging success:

1. Don't use your blog for sales pitches! The whole point of your blog is to demonstrate your knowledge and professionalism, NOT to try and sell something. There's plenty of opportunities to sell your clients what they need to protect their families. Your blog is not one of them!
2. Answer Client's Questions! The easiest things to write about are the things your clients are always asking you to explain. Start writing down the questions your clients ask you each day at the office and if you simply answer the questions in writing you'll have a never ending supply of things to blog about - things your clients WANT TO KNOW any way!
3. Use Client Stories! People love to read stories, and I'm sure you have some client stories that show the value of using your agency and having the proper protection for when things go wrong. You probably have examples of clients NOT having the proper coverage as well, which can also serve as very educational articles and motivate people to get the right coverage for their family.
4. Keep It Short And Sweet! Don't feel like you have to write 10 paragraphs in order to deliver value to your clients. Think Reader's Digest! People have a short attention span and anything that takes longer than 3-5 minutes to get through probably won't be finished. If you need to break an article into multiple articles (part 1, part 2, etc) people will come back to read part 2 much more often than sticking around for 10 minutes to read a lengthy 1 part article.

I'll give you some practical tips on setting up your blog in part 2 of blogging for client retention, which I'll put out in a few days! I promise, it's worth the effort, especially since it takes a lot less effort than you probably think. For examples of articles, you can check out my blog at www.myinsuranceguys.blogspot.com.

Robert Edgin