5 ways to boost your online presence
By Nick Hill, Director, Hillster Marketing
Unfashionable industries, like insurance, face an uphill challenge when it comes to building a profitable online and social media presence. Here are 5 tips to improve your visibility and traction:
1. Should I use personal or company profiles?
This is a common question. As a general rule, especially with smaller firms, personal branding is the way to go. All the social channels prefer individuals to post rather than businesses. With that said, unless you want all your prospects/clients to see the personal things you post on Facebook, having a business page makes sense. Effective personal branding will build your trust and credibility.
2. Use the right channels
Have a plan and focus on the channels that will work best for your business. For example, a resource like Advisr.com.au is a good alternative to classic social media channels, as it is actually built to deliver leads – and you can share content too. LinkedIn is great if you are targeting specific industries and Facebook is better if you are chasing smaller businesses in specific geographical areas.
3. Educate, don’t just sell
The rule of thumb is 80% education, 20% sales. Video content gets much more traction too – if you are using LinkedIn, upload the videos directly rather than share a YouTube link. Aim to post regularly, not just when you ‘get a moment’.
4. Don’t just post, broaden your reach
Most brokers I know struggle to get a large, engaged social following. There is little point in posting lots of content that just reaches a limited audience (unless that audience is your target market). By using your partners/sponsorships you can boost your reach without the need for thousands of direct followers. Paying to sponsor updates can be a good way for cost effectively reaching more people.
5. Integrate your offline and online activities
Use your offline activities to help provide content for your online channels and use online work to promote offline activities. Not only will this boost your content but also reduce the resources you need.
Social media can suck up a huge amount of resources, often with little return. You need to make sure you have a targeted plan and integrate it with your broader sales and marketing activity. This will mean you devote the appropriate resources to increase your bottom line.
Need a hand? Contact Nick for a free 30 minute insight session.
Nick Hill is the Director of Hillster Marketing with 20 years’ experience of marketing within the insurance industry around the world. Hillster Marketing is a Partner Service Provider for Steadfast and works with companies from all areas of the insurance industry. He can be contacted on 0419 371 018 or email firstname.lastname@example.org.