How Social Media is Changing the Way Insurance Advisors Engage Their Clients

Social Media Marketing has proven to be a game changer across literally every industry. It is unlike any other conventional form of marketing and it can sometimes be hard to put our fingers on how it can be used to attract more business. 

To truly engage in Social Media Marketing you have to set aside any pre-conceived notions that you may apply to conventional marketing because ROI from Social Media Marketing is more than just dollars and cents. 

In the insurance industry there are two primary ways to get business. Let’s discuss how Social Media Marketing would apply to these methods.

The first is through referrals from professional sources and existing clients. Through Social Media you can leverage sites like Facebook and LinkedIn to source, connect and market to referral sources and existing clients. Prospecting on LinkedIn for example takes professional networking to a whole new level. You can find the most professionals faster than ever before through LinkedIn Groups and advanced search.

Once connected, you can establish relationships with prospective clients by inviting them to meet or through messaging them about updates with your programs from time to time. This keeps professional connections and existing contacts connected and engaged. Through posting useful and relevant content you can benefit immensely if an existing client for example decides to share your content. When an individual shares your content, your content is now viewable to that person’s network. This is amazing because by a mutual connection sharing your content they essentially endorse and influence the people they have shared the content with. Studies have showing that 1 out of 3 people are influenced when someone else they know “likes” something that they were considering purchasing.

The second way that insurance advisors get business is through repeat business. Your existing client base is valuable. As life changes, so do your clients’ insurance needs. It is so important to stay fresh and current in the minds of your clients. By connecting to your clients using Social Media you are able to keep them up to date with new products and information. You increase your accessibility to them because now if they need to change their insurance, or require additional insurance or new insurance, you are only a click away.

If you have never engaged in Social Media Marketing, you may be confused about how to get started. The best thing you can do if you don’t have Social Media Marketing experience is get training and get your feet wet by beginning with one presence. For example, LinkedIn is a great way to source referrals so you may first want to focus on establishing your presence on LinkedIn. Facebook is also a great way to stay connected to your existing client base, so you may want to first consider establishing a presence on Facebook by creating an insurance group and inviting your clients to join.

Where training is a concern, this is one area where you should have support from your MGA. Because Social Media Marketing can be self-administered with the right training it is an affordable way that most insurance agents can market themselves. Social Media Marketing training will make you more efficient and productive and your MGA should be committed to your success, and that includes seeing that you understand and have access to the latest and greatest cutting edge marketing mediums.

IFCG is hosting a FREE seminar, “Making Social Media Marketing Translate into ROI,” on October 12^th from 12pm – 2pm. Courtney McElroy, CEO of Marketing Force, will be there to teach you how you can use Social Media to expand your networks and grow your portfolio. This session is open to all advisors no matter which company you work for and is intended to provide you with the basic tools and skill sets that will be needed to self-maintain your own Social Media Marketing campaign. You can register for the free seminar here http://joinifcg.com/seminar-schedule and don’t forget to bring your laptop.