Which social media strategies are most useful to insurance producers? I’ve culled the best tips from experts around the Web.
Talk about who you are, not what you sell
Explain why you are in the business of selling insurance and showcase success stories. Tell personal stories and tap into the emotional components of why you believe insurance is valuable. Social media then becomes an extension of your personal brand, and you are far more likely to connect in a meaningful way with clients and prospects. One insurance agent won three new clients from just one story he posted on Facebook.
See also: Jackpot! 3 extreme social media success stories
Spend time every day on social media
Time spent using social media is not wasted time. It’s critical for customer research. Some financial professionals report spending as
much as 90 minutes per day on LinkedIn. Consider it an investment in your business. Whereas the local newspaper used to be a common source of information, now you can frequently learn of job changes, marriages and even deaths just by scanning Facebook and LinkedIn. Someone who has a new baby may be a prime candidate for purchasing life insurance, for example.
Publish content that will resonate with your followers
Many people worry that they’re unprepared for life’s challenges. Consider using your social media platforms to offer encouragement
and inspiration to your clients. If you have great insights to share on complex topics such as Medicare or estate planning
, you can engage your followers with short written pieces you pen yourself. You also may consider creating a series of short YouTube videos that cover topics of interest to your audience. It’s never been easier to create such content with the availability of webcams and smartphone videos, and you can embed video clips in client emails.
Consider social media as an extension of real-life networking
Insurance has always benefited from word of mouth recommendations and referrals. Ask for endorsements on LinkedIn
and ask your
Facebook friends to invite their friends to like your page. Effective use of social media is all about building relationships. One wealth manager reported winning a $3 million account from someone who followed his firm’s Facebook page for a number of months. And don’t overlook the opportunity to connect with friends of friends. If your daughter, for example, is on Facebook, make an effort to connect with her friends in addition to your own. You never know when you might be called upon by someone who needs your products and services!
See also: 7 top social media myths for financial advisors debunked