When the word "blog" was created from "Web" and "log" back in 1999, no one had any idea that these online journals would be as powerful as they have become. There are now millions upon millions of blogs on every topic imaginable -- from political commentary to pet care. Businesses have jumped onto the blog bandwagon, too, as a way to generate interest in their products and services and improve their online visibility. Multinational corporations, small businesses, and entrepreneurs alike are creating blogs as marketing, promotional, and educational tools.
For insurance agents, blogging can be an extremely useful way to communicate with both current and prospective customers. Blogs provide a unique opportunity for you to define yourself as an expert in the industry, enabling you to communicate on a mass scale, but in a personal manner.
They are also extremely helpful when it comes to search engine optimization. (For those who aren't familiar with this term, blogs can help you improve your ranking on search engines such as Google and Yahoo.)
While it's quite simple to start a blog, the challenge is in creating a great one that attracts loyal readers. It requires more than just throwing some company news on a page. For a blog to flourish, it must be written with passion, enthusiasm, interest, and knowledge. It needs to be a go-to site for advice and insight. Are you up for the challenge? If so, the rewards can be substantial. Here are some more tips to get you on your way to becoming a successful blogger.
#1: Keep it relevant
Sure, you can find countless blogs that detail the minutiae of their writers' lives. But if you are targeting your existing customer base and overall market, you'll have to limit your posts to relevant, interesting information. It's safe to assume your readers don't have time to read about your dog or trip to the Bahamas. Instead, stay focused on insurance industry trends, government regulations, rate information, and other valuable, newsworthy topics.
#2: Keep posts current
Maintaining a blog is a commitment. If you don't have time to stay current with your news and provide frequent posts, you're better off simply sticking with a Web site that provides information about your business and product portfolio. Readers expect blogs to have the most current industry information. If they consistently see outdated posts, they won't return. Take this opportunity to monitor the news for insurance-related coverage -- there's no shortage, especially when it comes to health insurance and annuities.
#3: Don't have a hidden agenda
Readers don't want to feel as if they're being duped. Be open about the fact that you're utilizing the blog as a tool to communicate with your clients and market to prospects. Provide your affiliations and links to your company Web site. You'll gain more credibility by being transparent about your motives than trying to position yourself as simply an expert without any ties to a specific carrier when that's not the case.
#4: Keep it reader-friendly
The insurance industry is particularly guilty of using complex jargon that a typical consumer would not readily comprehend. Unless you're absolutely positive that your only readers will be insurance professionals, take the time to explain technical and industry-specific terms, and make your points clear, without ambiguity.
#5: Encourage comments and dialogue
A blog isn't just another Web site. It enables your readers to respond to what you've written. In fact, the best blogs become popular specifically because of the strength of their discussions between the blogger and their readers. Don't be alarmed if someone disagrees with you. Encourage the free exchange of ideas and opinions -- you might even learn a thing or two from your readers.
#6: Share links
Don't just stop with thoughtful, well-written posts -- encourage your readers to learn even more by supplying them with other related blogs or articles of interest. Just one blog can spread a wealth of knowledge.
#7: Make it visually pleasing
Readers are more apt to return if your blog is easy on the eyes. Most of the blog publishing sites provide a variety of attractive templates that you can utilize or customize to resemble your Web site.
#8: Promote it
Finally, once your blog is up and running, take the time to register it on the most commonly used search engines, as well as on a blog-only search engine, such as www.blogwise.com. And don't forget to include your blog's URL in your email signature to encourage everyone to visit.
Now to the important question: Are you up to the task? If so, there's no time like right now to get started.
Adrian Miller is president of Adrian Miller Sales Training. She can be reached at 516-767-9288 or amiller@adrianmiller.com.
