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.
