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Embrace Pet Insurance Business Blogging Case Study - eMarketing Techniques Webinar

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Laura Bennett discusses her experiences in starting a blog for Embrace Pet Insurance at an eMarketing Techniques Complimentary Webinar hosted by WorkSmart eMarketing. See the blog at http://blog.embracepetinsurance.com/

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Embrace Pet Insurance Business Blogging Case Study - eMarketing Techniques Webinar

  1. 1. Laura Bennett Chief Embracer, Embrace Pet Insurance  Chi f E b Eb P tI www.embracepetinsurance.com www embracepetinsurance com blog.embracepetinsurance.com
  2. 2. 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
  3. 3. Getting Started
  4. 4. Make Some Ripples
  5. 5. 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?
  6. 6. 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
  7. 7. Technical Set Up Considerations: Who is setting it up? Integration into your website? How geeky are you?
  8. 8. Tactics and Tips
  9. 9. How Often, How Much? Frequency Hourly, Daily, Weekly, Monthly? Length of Posts Short bursts Short bursts Couple of paragraphs Essays
  10. 10. Be Interesting! Conversation versus Pulpit Comments Visuals Controversy News
  11. 11. 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
  12. 12. Useful Tools Traffic Peripherals Widgets Endless selection… be careful of clutter Endless selection be careful of clutter
  13. 13. Wrap Up Met blog goals Extension into other social media  And we happen to sell a few policies along the  way…
  14. 14. Laura Bennett Chief Embracer, Embrace Pet Insurance  Chi f E b Eb P tI www.embracepetinsurance.com www embracepetinsurance com blog.embracepetinsurance.com
  15. 15. Blog list Laura Bennett’s Alltop List http://my.alltop.com/laurabennett/

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