How this broker is turning social media posts into sales Canadian Underwriter

When it involves their social media advertising and marketing, many brokers nonetheless neglect the client — which is why such efforts aren’t turning into sales, a digitally savvy broker says.
“It’s one of the frequent errors brokers make when posting to social media: forgetting the client expertise. People need to understand how a lot you care earlier than they [want to] understand how a lot you recognize,” mentioned Jeff Roy, president & CEO of Excalibur Insurance, a member of the Canadian Broker Network. “It would assist when you constructed belief and also you’re not making an attempt to promote on a regular basis.”
Excalibur boasts 10,000 followers on Facebook, greater than 2,800 on Twitter and about 600 on LinkedIn.
“We’ve constructed up an engaged following on our social media for an organization with simply 26 workers,” Roy mentioned.
He mentioned constructing this following took a couple of 12 months of fixed posting and planning — all with the client prime of thoughts — for issues to essentially take off.
“At the tip of all of it, what will get mentioned or typed counts for nothing until somebody sees or engages with you. In this consideration financial system, during which the common individual will get 100 emails per day and sees 2,000 messages, how do you seize a chunk of this distracted consideration? Having a content material technique and constructing a content material expertise are keys that each brokerage wants to consider,” Roy mentioned.
Where to start out
Three years in the past, Aviva Canada analysis revealed that whereas 86% of brokers used social media on the time, with the aim of accelerating sales or leads, simply as many didn’t absolutely perceive tips on how to use social media.
Not a lot has modified since, Roy mentioned.
Many brokers don’t know the place to start out, whereas others simply aren’t certain tips on how to flip what they’re already doing into leads or direct sales, he mentioned.
“Planning out a content material technique and calendar detailing what you’ll publish for the subsequent month or two, in addition to utilizing third-party software program to schedule posts at the very best instances audiences will devour it, is a good way to start out,” Roy mentioned.
Brokers also needs to be giving prospects a alternative of content material by utilizing textual content, graphics and video, with video gaining popularity in constructing engagement.
Roy prompt producing a spread of movies to garner consideration in a wide range of methods. A company video can showcase a broker’s company identification, how-to movies may help educate current purchasers, and onboarding movies may help with new prospects, for instance.
“The largest factor to recollect is: don’t push insurance coverage content material 100% of the time. People need to be entertained or ‘edutained,’” Roy mentioned. “Post issues that don’t have anything to do with insurance coverage, that make you stand out, give worth, create emotional responses and relationships. We typically do enjoyable contests or trivia, with solely about one in each 4 or 5 posts being a direct sales publish.”
Brokers additionally must seize social media customers’ consideration inside the first one to 2 seconds.
“Great content material isn’t at all times the stuff that sells probably the most, however the content material folks share probably the most,” he mentioned. “If you’ve constantly labored to construct a robust social media presence and model, likelihood is when somebody’s prepared to purchase or swap insurance coverage, they’ll come to you.”
Converting social into sales
Brokers want to take a look at their social posts from the client expertise viewpoint and formulate a technique that turns guests and followers into engaged prospects — after which into promoters who can affect others, Roy mentioned.
He shared Excalibur’s digital expertise blueprint, which advises brokers tips on how to flip strangers to guests within the shopping for cycle.
“The similar technique can be utilized to maneuver folks from guests to leads with the fitting adverts and name to motion,” he added.

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