The Skinny on Blogging for Business: Part Four
Ever wonder why InsureMe started blogging? Check out this recap of The Skinny on Blogging for Business as published in the September issue of the TAAR Report, and learn why.
Part One | Part Two | Part Three
Blogging: How to Get Started
Now that you know the rewards and have examined the risks, you’re probably wondering how to enter the blogosphere.Read. Listen. Participate. Read other blogs. Starting with those related to your industry is a good idea. Listen to what the readers are saying. Participate in the conversation.
Once you’ve got a handle on the blogosphere:
Hone in on a topic. Generally, blogs that are focused on one topic gain more visibility than the ones that cover everything.
Define your audience. Who do you envision writing to? Health insurance professionals? Auto insurance underwriters? Defining an audience will help keep your blog tight and focused.
Once you’ve thought these factors through, it’s time to start writing. There are a handful of free and low-cost blogging platforms available for public use, and most of them require little to no knowledge of HTML or web design. In fact, Blogger (Blogger.com), Wordpress (Wordpress.com), and Typepad (Typepad.com) all come with tech help and templates to make your transition to blogging an easy one.
Once your blog is up it’s time to:
Write regularly. Blogging won’t hit your wallet, but it’ll cost you time. One of the biggest mistakes you can make as a blogger is not updating frequently—three to five times per week. Readership will die off if you’re not feeding visitors enough.
Track your visitors. Remember, the web makes it easy to find out who’s stopping by, where they’re coming from, and what they’re looking at. We use Google Analytics (a free program) at InsureMe, and there are plenty more to help you analyze your traffic and better target your blog posts.
Become an authority. People will listen to you when they can see that you know your stuff. Dedicate yourself to learning all you can about your niche—and sharing that knowledge with your readers.
Spare the sales spiel. You can use your blog as a marketing and sales tool by not cramming it with sales fluff. Provide something interesting and valuable and the sales will follow.
Join the Conversation
Blogs have changed the face of business because they’re written by real people and they allow real people to talk back. I’ve been blogging personally since 2003 and professionally since 2005. Through blogging, I’ve developed close friendships and a small network of business contacts that I’m able to share ideas and collaborate with.
So before you write off blogging as just a fad, give it a good, dedicated go. It could help you open the doors you’ve previously been unable to open on your own.
Well, that takes care of our recap of the TAarticles. Have questions about blogging or marketing for insurance agents? Email Megan!
