Laura Bennett
Chief Embracer, Embrace Pet Insurance
Chi f E b Eb P tI
www.embracepetinsurance.com
www embracepetinsurance com
blog.embracepetinsurance.com

The Embrace Blog Story
Long lead time for product launch
Long lead time for product launch
Blogging background
Blogging background
Blog launch Apr 2005, first policy Oct 2006
Blog launch Apr 2005 first policy Oct 2006

Getting Started

Make Some Ripples

Your Blog’s Purpose and Identity
•Define your purpose upfront
•Define your purpose upfront
e.g.
•Build web presence for new company
•Build web presence for new company
•Build trust in the Embrace brand
•Change the flighty image of pet insurance
•Change the flighty image of pet insurance
•How does your blog support your brand?
•How does your blog support your brand?

What Limits Do You Want To Set?
Yes?
Industry, company products, company news,
Id d
customer Q&A?
Entrepreneurship, personal opinion, personal
news??
No?
N?
Your call

Technical Set Up
Considerations:
Who is setting it up?
Integration into your website?
How geeky are you?

Tactics and Tips

How Often, How Much?
Frequency
Hourly, Daily, Weekly, Monthly?
Length of Posts
Short bursts
Short bursts
Couple of paragraphs
Essays

Be Interesting!
Conversation versus Pulpit
Comments
Visuals
Controversy
News

Promotion
Get bloggers to talk about you
Get bloggers to talk about you
Participate in other social media
Participate in other social media
Tell your customers
Tell your customers
Put blog on your website
Put blog on your website

Useful Tools
Traffic
Peripherals
Widgets
Endless selection… be careful of clutter
Endless selection be careful of clutter

Wrap Up
Met blog goals
Extension into other social media
And we happen to sell a few policies along the
way…

Laura Bennett
Chief Embracer, Embrace Pet Insurance
Chi f E b Eb P tI
www.embracepetinsurance.com
www embracepetinsurance com
blog.embracepetinsurance.com

Blog list
Laura Bennett’s Alltop List
http://my.alltop.com/laurabennett/