Social media marketing for insurance brokers
Social media marketing is the use of social media channels and networks like blogs, LinkedIn, Facebook and Twitter to reach your target audience of potential customers. You probably already know this. However, there are some subtle approaches to using social media professionally which can make all the difference.
By talking about insurance on social media channels as a broker you can become a 'thought leader' in your chosen area of expertise. This means people will come to you when they need advice on insurance, because you'll be front of mind as the expert. So how exactly do you do this?
Be helpful, informative and interactive
You can use social media to share useful content and become a thought leader in many ways. Answer questions, comment on posts and blogs, post articles on industry-specific sites (like Advisr), blogs and threads, and join discussions on LinkedIn and Facebook Groups and Pages.
You've probably heard the term 'join the conversation' in social media land. This explanation is to remind us that social media is two-way, like a real life conversation where you listen as well as contribute. Social media marketing fuels your content marketing because you can share your own content via social media channels, and also get ideas for new content to create based on what you see - questions and topics that are missing or frequently asked about or misunderstood.
The key thing to remember with social media marketing is, to both share your own content, and interact with and comment on what others share too. We all know people who only ever share their own self-promotional content - people stop engaging with them. Always add value - educate, inform, be helpful, interesting or entertaining. Support and congratulate other people and they will do the same.
Be authentic when sharing your content
Each time you post something on social media, take the time to reflect on how it comes across, and whether it sounds like you. It's important to watch your tone and language and always use your own 'voice' - your style of communicating. Using more informal and natural language where relevant, such as the odd abbreviated word or casual turn of phrase, can help you to come across as more authentic and 'real'. Making your posts more human means people are more likely to interact with them, and they are less likely to come across as promotional.
There are lots of ways to use LinkedIn to boost your personal brand and show your expertise. Remember that when a potential customer Googles you, your LinkedIn profile will show, along with any articles you've shared and comments or posts.
LinkedIn is a great place to reach new customers, as most people need some type of insurance at some stage. If you're targeting people who need specific insurance types, you can join groups where they may be a member and join relevant discussions. For example, if you provide insurance for small business owners and entrepreneurs, you can join LinkedIn groups and relevant discussions about business insurance. Joining groups for insurance brokers is also a good way to share tips. We've listed a few examples of groups you can join below.
LinkedIn groups for brokers
LinkedIn groups for potential business insurance customers
To reach both customers and brokers you can follow and comment on the posts on the Advisr LinkedIn page
As you can imagine, your Facebook friends would soon get tired if you just posted on Facebook about insurance all the time. There are better ways to use Facebook as a broker to reach potential customers.
Again, groups are a great place to start. Look for discussions on Facebook Groups or Pages where you can add value by giving advice. Share any articles you think will be helpful. We recently saw a discussion on a Facebook group about medical malpractice. Somebody who commented shared a link to Advisr, and we had a flood of leads come in for brokers from people wanting to enquire about medical malpractice cover. Have a look for some Groups and Pages like the LinkedIn ones suggested above that you can join and contribute to.
Depending on who you're targeting, Twitter can be a good channel to use. For example, if you're targeting small business owners, there are a fair few startup founders and small businesses who are active on Twitter. See what they share, consider what they would engage with and which hashtags they'd be looking for. For example #startup #founder #marketingtips etc. Broker Abbie Wilson uses Twitter a lot as an extra channel to share her content and add credibility, and as we've reported previously, Abbie is always busy with new clients.
Blogs and news sites
As mentioned already, when it comes to blogs, think about both publishing and contributing. By contributing we mean commenting on existing blogs and news posts. Add value, and people will see your expertise and click through to your name, and hopefully give you a message or call. It's great if you can write some content for blogs that your target audience read, such as Advisr's blog. By publishing your content where the audience already are, you reach new customers. Advisr's site gets thousands of hits from people looking for insurance each month, so it's a great place to publish a blog. If you'd love to publish an article but writing isn't your thing, or you don't have time, email our editorial team who can help.
Good luck, and let us know how you get on. Remember, be helpful, informative and interactive! Start by following some of Advisr's social media channels and liking and commenting on what we share to increase your visibility.
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Advisr does not provide advice and does not hold a financial service license (AFSL). All information above has been provided by Andy Jamieson.