Insuratech: To Blog or Not to Blog....

Project Scope
Mike Wise, vice president of IdeaStar Insurance Technologies, needed a means for health and life insurance marketing professionals to get to know him.   As the primary marketer for IdeaStar Inc.’s insurance Web development business, he thought a blog would provide a high-tech opportunity to promote himself, IdeaStar, and the benefits of online marketing of insurance.  

The Challenge
Mike needed something capable of building long-term relationships with decision makers in the insurance market, something easy-to-use, and easy-on-the- budget.  And he needed it fast.

The Solution
Mike setup a free Blog through Google-owned www.blogspot.com. IdeaStar’s Web designers then quickly provided Mike with a template to match his informational Web site, www.insurance-technologies.com.  Within a couple days, Mike was online with a professional blog, writing about the various projects IdeaStar is involved in, other insights in the industry, and best practices – all keyed to Insurance Web development. 

Since Mike has a lot to say, he enlisted a fellow employee to keep him on track and posting regularly.  “I spend maybe 10 minutes a week reviewing topics to post.  Sometimes I’ll discuss our latest product to Web enable insurance processes.  Sometimes I’ll discuss something as simple as a trip I’ve taken.  It helps people get to know me and what we have to offer,” Mike said.  An avid photographer, Mike also posts favorite pictures occasionally to add variety and keep things interesting. 

In 2007, Mike added podcasting to the mix.  Using an iPod and a microphone accessory, Mike is a mobile podcaster, interviewing clients on location at various seminars and client sites.  While being careful not to disclose confidential information, clients have found podcasting to be fun and interesting.

The Results
It’s been well over a year, and Mike considers the blog a success. “It’s a great conversation starter. I can point clients and contacts to it to review certain topics,” Mike said.  “And every now and then I get a call from an insurance person – a prospective client  -  who found me on the Web, largely because of keyword indexing.  As a marketing tool, I’m very happy with the Insuratech blog.  It easily met my goal of allowing people to get to know me as well as IdeaStar insurance technology.  And it’s practically FREE!”