How to Use Social Media Effectively: Everything an Advisor Needs to Know

Social media is an essential tool in the insurance industry, and as a result your managing general agency should use it to its full potential. If they are not, chances are there are others out there that are. But just taking advantage of it and using it effectively are two different things – so we’ve compiled a list of tips to help ensure that you are getting the most from this cost-saving, client engaging, mass marketing resource.

Firstly, if your MGA isn’t on social media, they are missing a huge market to establish recognition of the brand which impacts your online credibility as you are trying to land new business under that brand. If the company you work with can’t be found online, and we don’t just mean your company website, your credibility can take a nosedive. Clients now rely heavily on social media when making purchasing decisions and the influence of those in their social networks.  In our social world, clients like to search on platforms such as Facebook and Twitter to see what others are saying – so you have to make sure that they can find you there.

But just having a presence doesn’t cut it anymore, and in order to be effective there are a number of tasks that need to be accomplished. Your MGA should be releasing unique and relevant content on a regular basis, to a number of different sites.

Having a well-rounded presence on major sites like Facebook, Twitter, LinkedIn, Google+, Pinterest, etc. is very important. Most people prefer a particular site or two, so if your MGA has not cast a wide net, recognition of the brand will be diminished.

LinkedIn is an important social media resource that insurance advisors should take advantage of. This professional platform allows you to connect with professionals in related industries which can result in a gold mine of referral business. LinkedIn is also fantastic for establishing your own credibility. Properly linking your page to your corporate brand, pursuing recommendations and skills endorsements can not only ensure that prospects can find you LinkedIn but can also validate your professional credibility.

Also, your MGA’s conduct on social media and your personal conduct when using social media is very important. Remember that both you and your MGA should ensure that your conduct is professional and non-combative. It is always to consider that posting is similar to standing on the street and shouting out the information. Think before you post. Is what you are posting something that you would verbalize if you were face to face with someone? If your MGA is posting polarizing opinion pieces on social media this could not only be damaging to you but also damaging to the brand you are representing.

Internally, social media is also a great tool. The independence garnered by working with an MGA can come with pitfalls if your MGA doesn’t manage them correctly, but by giving you access to different company social media platforms you can keep up to date on current events within the company and direct clients to pertinent articles. This keeps the level of engagement up even when you are not in the office.

The power of social media can no longer be ignored, and to avoid it can mean dangerous consequences. Make sure that, as an advisor, you are taking advantage of all that it has to offer and using it effectively.

To find out more about how to use social media effectively in the insurance industry, please contact Independent Financial Concepts Group by calling 416-849-1653 or visit www.joinifcg.com.

Keeping Up: Has Your Managing General Agent Gone Digital?

Now, more than ever, the digital age dictates the movements of many businesses around the world. Even those businesses that are not directly linked to technology are highly influenced by it. Technology has heavily infiltrated mass media and businesses now need to be very aware of the importance of technology in everyday life. But what if your company is a bit behind the times? Has your managing general agent gone digital?

Knowing the importance of using technology to its highest advantage is all part of staying on top of the competition. So how is this done, and how can you ensure that your managing general agent is embracing those tech changes in order to give you the ability to perform at your peak?

One of the most important aspects of ‘going digital’ means being high tech. If your managing general agent can’t promise you the most advanced technology that gives you speed and quality, they might as well not give you anything. For example, in order to keep pace with change, your managing general agent should have updated systems in-house, should be running updated software, and updating that software on a regular basis.

What about a website? In today’s market, not having a website is like not having your number in the phone book, so your managing general agent should definitely have one, and give you access to it! If your clients are looking for you online but can’t find you, that is not good for your overall rep.

What about social media? Facebook and twitter are not just for high school students and celebrities – any reputable business needs to have a strong presence on social media, and use all social media platforms to their best advantage. If your managing general agent is absent, you are absent. In contrast, if your managing general agent makes a concerted effort to have regular engagement on the company’s social media sites, you will reap the reward because the brand recognition will result in more credibility for you. That’s if you’re a branded advisor – some advisors join an MGA as an independent, use their own brand and in this case these independents typically would handle their own marketing so the MGA’s marketing would have less relevancy.

Technological data protection is yet another crucial aspect of ‘going digital.’ If your managing general agent can offer you solutions like the one we use “No Panic Computing” it will ensure that all network data is protected. MGA’s who work with companies like No Panic Computing take confidentiality and your interests seriously.

Things like online newsletters and videos are just another few key aspects that prove that your managing general agent has embraced technological change. If they can offer these things for you to leverage then you know that they are not only interested in their own success but yours as well.

Don’t get stuck with a managing general agent that has yet to move into the digital age. Make sure that your managing general agent has gone digital and has embraced those changes that will make all the difference to your business and your future.

To learn more about how a managing general agent needs to provide the most up-to-date digital offerings, please contact Gary Mandel at Independent Financial Concepts Group at 416-849-1653 or visit www.joinifcg.com.

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.

Your MGA Must Keep You on Top of Current Marketing Trends Like Social Media Marketing or You Could be Left Behind

In the past ten years we have seen significant changes to the way that people communicate. This is true across every industry, the insurance industry included. Digital marketing has created the ability to network with others like never before, and it is crucial that the company you work for is ahead of digital marketing trends and that they are keeping you in the loop, especially given the competitive nature of the insurance industry. 

Digital marketing is essentially online marketing and is one of the most affordable and effective ways that an insurance advisor can market themselves in this day and age. Some forms of digital marketing are more expensive and complicated than others. Social Media Marketing is an example of digital marketing that is both affordable and easy to grasp, whether it is something that you do yourself or something that you hire a company to administer.

Social Media Marketing is not just about putting out content through blogs or tweeting or posting to your social media presence. Social Media represents significant benefits outside of the obvious goal to get your phone to ring. Some of these benefits include:

1.       Increasing online brand (you) awareness, credibility and authority - If you are constantly releasing strong content then those individuals in the networks where you post will begin to recognize you and your authority on the subject matter you release.

2.       Increased customer retention – In the insurance industry it is vital that you keep connected to your clients so that if life changes, you are only a click away. Because Social Media involves connecting to prospects or referral sources, once connected you can continue to market to them and remind them that you are there for them if they need you.

Well this all sounds great, but many insurance advisors still struggle with the learning curve associated with Social Media Marketing and that is why it is crucial to work with an MGA that is on top of emerging digital marketing trends and one who can give you the necessary insight.

The biggest problem that insurance advisors run into when trying to use this powerful networking medium is not knowing how to use it properly. Engaging in Social Media is about give and take. Some advisors use Social Media only to blast out self-promotion. This is one of the quickest ways to alienate an online community. Others have accounts but are not sure how to leverage them or find coming up with content to share challenging. Some advisors have no experience with Social Media at all and have not even gotten started.

If you are an insurance advisor who wants to engage in Social Media Marketing, your MGA should be equipped to provide you with training in this regard. In addition, your MGA should be engaging in Social Media Marketing themselves because this adds to your credibility. It is so affordable for your MGA to do so that you should expect it. Your MGA should have presences on the major social platforms and should be releasing blog content on their Social Media that you can in turn discuss within your own social networks.

Social Media Marketing is not like conventional marketing where you post an ad in the newspaper and then your phone rings. Engaging in Social Media Marketing takes time because it involves building up a vast network of prospects and referral sources. With good support from your MGA and a solid and consistent effort, you will find that Social Media Marketing will reduce your overall expenses and connect you to far more prospects and referral sources than ever before.

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.