Social media, done well, will promote your expertise, expand your reach and enable you to stay front of mind with your prospects. Done poorly, it can make you look out of touch as well as damage new and existing business relationships.
Social media is increasingly being used by some brokers to completely transform their business. The tricky part is that each social media channel has a different demographic, different purpose and different use. For example, the social media channel and tone you might use for selling a performance car policy will differ from the one you use for selling a professional indemnity policy. Even the hour of day and how much you post on Facebook differs from Twitter or Linkedin. Deciding which one is the most effective for your product and using it correctly is the key to beating other brokers in the market.
Use this simple checklist to maintain an effective campaign
- Are you clear how best to deliver your objectives?
Use the Broker Mentor video library to view our recent webinars on Social Media. From ‘How to identify your ideal customer’ to ‘How to use Paid Advertising’, our webinars can help you to make educated decisions when planning an effective strategy.
- Are you focused on just one primary goal?
Having more than one objective is like juggling, the more balls you try to keep in the air the more likely you are to drop all of them. Be clear on what has top priority: customer recruitment, retention, potential joint ventures or attracting new staff to your firm.
- Have you kept your strategy simple?
The idea of creating a strategy may seem a bit overwhelming, but if the only thing you do is publish a weekly article that’s of value to your audience then you will cut through the majority of bland and uninspiring updates, and start to draw in your ideal client base.
- Check that you’re publishing quality content
When deciding what to publish, check that it is concise, engaging and valuable and is therefore worth sharing.
- Do you listen and respond to feedback?
If you are getting good numbers of enquiries via social media platforms then you know you are doing something right. If your posts are getting shared online then you know you are providing relevant information. If people are reaching out wanting more information from you, you know you are building your brand.
Your eventual reward
Each social media post you share, each article you publish, each comment you reply to, builds the relationship with your prospects. The result is that hopefully, in the near future you’ll hear new clients saying “Hi, I’ve been following you on social media, so I know you’ll be able to help me”.