Blogging is not the right marketing move for every agent. Although there are potentially millions of readers that you can touch, not everyone will read what you have to say. You will have to drive people to read your blog. Even then, the numbers say that the odds of someone finding your blog decrease as your target market’s age increase.
In other words, if you deal exclusively with Medicare Supplemental insurance for senior citizens, they are not likely to find your blog and you may be better off to use other marketing techniques.
If, however, you sell life insurance to young adults, you may find that a blog for your business helps build credibility for you in your community. You may elect to use your other marketing techniques, like direct mail, to drive people to read your blog.
If you are new to blogging and elect to use the tool, Gretchen Rubin offers 13 tips to help you succeed.
- Start simple. Add bells and whistles over time. Many people get paralyzed at the outset, because they’re overwhelmed by the desire to figure everything out before launching. Don’t get it perfect, get it going.
- Post every day. It’s counter-intuitive, yes, but strangely it’s easier to post every day than to post three or four times a week. You don’t procrastinate, you loosen up, you stay engaged with your subject, and you’ll be taken more seriously by readers. But if you stop writing for a while…
- Don’t point out that you’ve been lax about posting! It’s boring, it shows a lack of commitment, and maybe readers won’t notice if you don’t say anything.
- Include the text of the post as well as the URL if you want to bring a post to someone’s attention by email. Often, people won’t bother to click through, even though they might like your post if they did!
- If you feel squeamish about posting something—don’t. Wait a day or two, and think it over.
- Join the community. Link to other bloggers who write about your subject, shine a spotlight on their work, get to know them. Blogland is a friendly, helpful place—and the truth about human nature is that people become interested in you when you show an interest in them.
- Read about blogging. My favorite resource is ProBlogger, of course.
- Use lists when possible. People love reading lists, especially tips lists. I know, tips lists seem like a simplistic way to present information. But people love them. I post a tips list every Wednesday.
- State the purpose of your blog very prominently. A new reader shouldn’t have to ask, “What’s this blog about, anyway?”
- Maintain quality. I have checklist to try to keep my posts interesting and my voice true:
- Am I being funny?
- Am I giving interesting information from science, history, literature, etc.?
- Am I revealing my character?
- Am I telling stories?
- Am I showing what it’s like to live in New York City?
- Am I linking to other bloggers?
- Am I comfortable with my parents reading this? (I never work blue.)
- Am I criticizing anyone except myself?
- Keep a separate document containing your blog entries. I have an 800-page document containing every post I’ve ever made. That way, I can easily search, copy, and paste the material on my blog when I need it for other purposes.
- Keep a running list of ideas. Invaluable.
- Most important? Have something to say with every post, and with your entire blog. This sounds obvious, but it’s a lot easier to write when you’re trying to tell a story, explain an idea, give a review, link to an article, or whatever. If you’re having trouble with your blog, forget about the blog and focus on what you want to communicate instead.
If you have any other tips that you wish to share with other insurance agents, please leave them in the Comments area for others to read and learn from.