Starting a Business Blog: Increasing Your Reach in the Online Community
Online blogs provide a way for Internet "surfers" and those in business to share information and ideas in an informal, interactive atmosphere.
As authors post thoughts, ideas and information on blogging sites, users can read the information, respond to it and ask questions—immediately.
With such high visibility, it's no wonder this "in-your-face" method of supplying information, communicating with customers and getting "in the know" is becoming almost as popular as email in the online business community.
If you're an insurance professional looking for ways to reach a large number of prospects, read on to find out more about how to get started with this trendy business-builder.
Reaching Out
A Web log, or "blog," can be an excellent business promoter.
Today's insurance agents are taking advantage of this high-tech application and its benefits in increasing numbers to:
- Reach large audiences
- Establish themselves as industry experts
- Connect with customers
- Build name recognition
- Help get their Web sites ranked with search engines
With more than 80,000 blogs created daily, the popularity of this newer medium creates huge potential for insurance professionals to reach prospects and educate them on the topic of insurance.
Getting Started
Starting a business blog of your own is easy.
If you've never attempted to increase your online reach through blogging, InsureMe would like to help you get started.
To get your own blog up and running in no time, we recommend these simple steps:
- Identify your audience.
Decide not only what you're going to say, but who you're going to say it to.
In order to capture, inform and educate your audience, you have to know who they are—and aren't. Once you know who you're speaking to, you can tailor your postings to that audience and its interests specifically.
- Decide where to locate your blog.
If you have an existing Web site, you may want to place your blog in its own section there, with a link to other Web pages.
If you don't have a Web site or you're looking for something easier and more automated, consider using a blog publisher, which can provide you with your choice of preformatted designs and other options from which to choose.
This option allows you to set up and maintain your blog yourself—with minimal or no cost. (For reviews of various publishers, see sites such as Businessblogconsulting.com).
If you do go this route, we recommend you choose a platform offering traffic trackers so you can monitor your Web traffic. That way, you'll know whether or not you're reaching your intended audience.
- Start talking!
Bringing your blog to life at this point simply means placing your thoughts, expertise and insight out there for everyone to see.
To set yourself apart from other insurance bloggers, aim for a fresh, unique approach. Make your postings timely, compelling and professional, and include information on your agency; insurance news; links to other, related sites; press releases, and your own input on the types of products you sell.
If you're not sure what to write, check out other insurance blogs and offer your own comments there. This will attract bloggers to your site, and help you establish yourself as an expert on the subject of insurance.
- Link your blog to other insurance sites.
One of the best ways to lure your visitors back to your blog is by "blogrolling."
Blogrolling involves placing a set of links on your blog identifying other Internet insurance sites you find valuable. This keeps bloggers who are interested in the subject of insurance cruising back and forth…and helps you stay linked with other insurance experts.
- Use Keywords.
Attracting search engine interest and increasing your blogging audience can be done by carefully using insurance keywords in both your headlines and your copy.
Search engines tend to rank blogs highly anyway—and keyword use can help push your blog site toward the top of those search engine rankings.
This is a great way to increase your business affordably.
- Keep your content fresh.
Nothing turns readers off faster than stale content!
Plan to update your blog contents as often as your schedule permits—every day, if possible. When an interesting occurrence makes insurance news, include it (or a link to it) in your posts. This shows readers you're up-to-date and knowledgeable about your business.
Make your posts as short and concise as possible to hold your readers' attention. Write conversationally, as if you're talking with a friend. This informal tone makes your musings easier to read and understand.
- Keep an eye on your traffic.
Monitor the amount and quality of traffic coming to your blog…and don't be afraid to change your strategy if you find you're not attracting the kinds of clients you want.
Over time and with persistence, you'll find what works best for you—and the benefits to your business will be undeniable!
Breaking into the Mainstream
Starting and maintaining a business blog of your own is a great way to increase your reach in the online community.
So break into the mainstream today, and join other insurance professionals who are taking advantage of this high-tech prospecting method!
For more information on what blogging can do for your business, see our article entitled "Blogging for Business: What a Blog Can Do for Your Agency."
This information was provided by InsureMe, the leader in online insurance leads for the insurance industry. Since 1993, InsureMe has helped thousands of insurance agents succeed in the insurance business by providing top-quality leads that are both detailed and affordable. For more information on InsureMe leads, please visit our agent Web site at www.agent.insureme.com.
