The world has changed incredibly quickly, and social media has played a huge part in it. A fifth of the world uses Facebook, video sharing is hugely popular, and the rules have changed in terms of how businesses communicate with clients.
Insurance brokers are certainly not outside of this. By using social media effectively, observing a few dos and don'ts, they can communicate, educate, promote themselves and leave a lasting impression on their clients – and it's all free!
The average consumer will mention brands 90 times per week to their friends, families and colleagues, and sharing via social media is a fine way for them to do it, Yahoo found. Meanwhile, 50% of people have done business after a social media recommendation.
With all this juicy potential in mind, here's a quick guide to using social media for optimal client engagement.
Choose your weapons
Which social media channel is for you? Different ones offer different functions, audiences and attractions, and require various amounts of commitment to manage. While setting up and using social media on a basic level is free, it's best not to overstretch yourself.
Insurance brokers are famously time-poor, so choosing the websites that best suit their brand, their clients and their marketing intentions is the ever-crucial first step.
Here are three great options:
1) Facebook
What's left to say about Facebook? The channel has 1.65 billion monthly active users, as of March 31, and is the most visited website in internet history. More than half (56%) of all users check it daily, whether they're on a desktop or a device, so you can bet your clients have it deeply ingrained in their lives.
Since it started back in 2004, Facebook is no longer a place just for people to share pictures of their cat – not just for that; it's a hub of business activity, where potential clients can find you and read about what you do. Once those clients are regulars, you can engage with them through consistent posting.
2) YouTube
A picture is worth a thousand words – so what is a video? Considering there are more than one billion users of YouTube, you could find that video content is quite valuable to your brand. Your clients are likely to be as time-precious as you, so you can engage with them through the power of the moving picture.
It can also be a way to liven up the (let's face it) sometimes dry topic of business insurance, potentially helping to reduce mass underinsurance among Australia's SMEs.
3) LinkedIn
The bonafide network for professionals, LinkedIn has 433 million members. It is a space to promote not just your business, but yourself. You can connect with clients – who are largely happy to do so – and share your thoughts, while understanding theirs at the same time.
Did one of your clients just mention an upcoming merger or acquisition? Get on the phone to them and offer your advice for ensuring they have the right financial protection.
LinkedIn is also a space to write your own blog articles, where you can pass on timely advice and build your professional brand.
Three dos of using social media as a broker
With such potential, you'll want to make sure you're engaging with people in the right way, so you should always:
- Post regularly, whether you're just wishing clients a good weekend or sharing expert advice
- Include images where you can – they boost social media interaction by 39%, according to specialist company Buffer Social
- Offer your contact details: Especially if you receive a complaint, it's best to have some discussions in private
Three don'ts of using social media as a broker
Similarly, you can put people off your brand if you don't approach social media interaction in the right way. Some definite don'ts include:
- Be over promotional: No one signs up to Facebook to be marketed to, but strong relationships can form if a broker engages with clients on a human level
- Forget about it: Social media sites are littered with barren accounts, and it portrays your business as lazy and behind the times
- Air out your dirty laundry: People can see what you like and comment on, so leave the personal stuff for your own account.
Looking to get online as an insurance broker? We'd love to be your first connection. Like our Facebook account or connect with us on LinkedIn – we can't wait to see your progress in the wonderful world of social media!
