Social media is an extremely powerful tool. In fact, consumers are 43% more likely to purchase a product when they learn about it through social media. But there is an art to social media, and if you want your business to benefit from using it, then you have to post great content. Providing the right kind of content on social media can win you customers, and get you referrals from people who like or share your content. The key to using social media effectively is to find every possible community online to promote your brand, and to know what kind of content to share (and when).
How To Do It
Having a very visible online presence will allow people to see you as the go-to person to solve their insurance problems. Post content at least once a week, keep your posts short, and keep your tone consistent and from the heart. Check your phone when you can, and reply to comments, which will show customers that you are present and ready to help.
In order to make targeted content, start by identifying your ideal customers. The best way to do this is by considering some of your current favorite customers. Focus on their age, location, income, career, and interests, and use these attributes as your guide for creating your content. Consider their worries and questions about insurance, and focus on how your content can help them, or how it will make them see you as an authority in your field.
Give The People What They Want
Once you have established your “ideal customer,” post about anything that is relevant to them. It could be anything from changes in the health insurance world to Medicare for All and what it would mean for them. Don’t just focus on insurance though; if you only talk about insurance, then you will end up boring people! Focus on things that are important to them, such as their home and family (if your ideal customer is a mom or dad in their 40s) or travel and making the most of your retirement (if your ideal customer is a Medicare beneficiary). Share things like healthy recipes (who doesn’t love food?!), fun activities to do with a family, or cool gadgets that make life simpler. Create content that is valuable, light, and witty.
Focus On Customers’ Emotional Needs
Ever heard of the reptilian brain? This is the more compulsive part of our brain, and the part that focuses on instinct and survival. Some people swear by tapping into this part of the brain as a way to sell their products. You can do this by speaking to your audience’s pain points as opposed to just listing the benefits of your product. Think about what is problematic or painful for them and then offer them a solution to their worries.
This type of marketing technique works particularly well with selling insurance. You can use a prospective customer’s desire to protect their family and their possessions as a way to connect with them. An example of a post would be, “Worrying about a sports injury at your kid’s soccer game should be the last thing on your mind. Having the best insurance plan will put your mind at ease so you can just enjoy the game. To find a plan to meet your needs and budget, we’ve got you covered.” Don’t stoop to using fear as a tactic, instead try to make your posts compassionate and understanding.
Living in 2020 presents great opportunities to grow your business online, especially through the use of social media. Social media allows you to get your name out there and to show that you are the best at what you do. It helps you to quickly connect with people and encourages them to come to you for their insurance needs. As long as you promote the right kind of content, you will grow your customer base and increase your sales.
