Blogging is a fundamental change in the way people communicate. The power is shifting away from the editors, publishers and the general media. It is now the people who are in control. There are more than 2 million blogs published worldwide. Millions of people read this content daily, and if you're not out there talking about what is relevant to your clients and prospects, you're missing out on a big opportunity.
In your blog, talk about anything that adds value or is of interest to your clients and prospects, such as, "Five Questions to Ask When Buying Life Insurance" or "10 Steps to Retirement Planning." Readers have come seeking information and don't want to be sold to. They use blogs much like they would a news article, referral or user review. If you use your blog to sell, readers may be turned off and simply search elsewhere.
Incorporate your website and your blog into one site. Think of your blog as the "hub" of your social media presence. Having your blog as part of your website drives traffic to one central location, where you can talk and create conversations about your business, all while giving readers the freedom to explore your site and services. By creating a dynamic between your blog and website, you can create a relationship that functions toward the same goals:
- Pushing your business
- Increasing traffic flow
- Generating revenue
- Creating brand ambassadors
Most importantly, if your blog is not your homepage, make sure it is front and center to the reader's eyes when they visit your site. It gives them the best idea of what your business is about and whether it is right for them. This is why direct selling from your blog is so unsuccessful. Readers are perusing your blog to better understand your business, not to look at a direct advertisement for your products or services.
So take another look at the structure of your business's website and create an online environment where readers are consumers and consumers are readers. Incorporate your blog into your business structure and use it as a platform to talk, connect and create conversations. In doing so, you transform strangers into consumers of your content and, ultimately, clients.
Sign up for The Lead and get a new tip in your inbox every day!
- The 100 best marketing ideas
- Referrals: Common sense versus common practice
- Indexed annuities set sales record
Amy McIlwain is a professional speaker on social media and president of Financial Social Media, an online marketing firm specializing in the financial industry. She can be reached through her website at www.financialsocialmedia.com and on Facebook, LinkedIn and Twitter.