Insurance Agent's Primer to Social Media Webinar
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Insurance Agents: Learn how to strengthen relationships with customers, get more referrals, generate leads, and increase sales through social media.
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Insurance Agent's Primer to Social Media Webinar
- 1. Insurance Agent’s Primer to Social Media February 15, 2013 Aaron Kassover
- 2. Social Media Provides a New Way to Market
- 3. Today’s Objectives 1. Look at how social media changes selling 2. Share strategies for using the three major social networks 3. Give you a solid game plan to build relationships with your customers
- 4. What has changed? • Your customers control your message • Think “inbound” instead of “outbound” • Focus on relationships instead of products
- 7. 1. Do lots of market research 2. Spend months in sales meetings 3. Test market 4. Advertise like crazy!!! The old way to market:
- 8. Risky! Expensive! Time consuming! Full of flops! The old way to market:
- 9. The new way to market:
- 10. The new way to market:
- 11. The new way to market: Low risk! Inexpensive! Fast! Involves your customers!
- 12. Social Media - The Big Three
- 13. Facebook is “Friends and Family” • Connect with friends (old and new) and family • Create a page for your business’s F&F • How can you help your contacts socially?
- 14. Twitter is the “Cocktail Party” • Follow people you are interested in (for any reason) • You’ll need to ‘tame the firehose’! • What information do your followers find interesting?
- 15. LinkedIn is the “Office” • Connect with co-workers, referral sources and customers • Think “virtual resumes” • How can you help your contacts professionally?
- 16. Your Website is your ‘Home Base’ • This is where you can promote yourself • Connect your profiles to your website • People will come here to learn about you
- 17. The Role of Social Media in Selling Insurance
- 18. What Social Media ISN’T for Insurance Agents: A place to pitch • A popularity contest • A place to broadcast your marketing message • The quick-fix, perfect- cure, next big thing you MUST DO
- 19. What Social Media IS to Insurance Agents: A conversation. • A low-cost way to develop and strengthen relationships • A place to define the value you bring to your community • A way to stay in peoples’ minds and build trust
- 20. Meet the Needs of Your Community First… …And Then Earn the Right to Promote Your Agenda
- 21. The 3/2/1 Approach A Guide for Sharing on Social Networks
- 23. 3/2/1 Approach 1. What you sell x1 2. Why your customers need it x2 3. What your customers care about and have in common x3
- 24. 3/2/1 Example: Imagine you are a life insurance agent in Evanston, Illinois
- 25. 3/2/1 Example 1. What: life insurance Get life insurance Learn about life insurance Tips for buying life insurance Need a quote on life insurance?
- 26. Get life insurance 3 tips for saving for college The 5 Stages of retirement planning angst Learn about life insurance A tax to-do list Contest to help start college saving account Tips for buying life insurance Top 10 fastest growing home markets Are low interest rates a good thing? Need a quote on life insurance? The Basics of Forex Training 3/2/1 Example 1. What: life insurance 2. Why: Protect families, kids’ college, etc.
- 27. Get life insurance 10 Weekend Getaways in Wisconsin 3 tips for saving for college Evanston High-school Football Schedule The 5 Stages of retirement planning angst Evanston City Council Approves New Farmer’s Market Learn about life insurance Evanston Restaurants – Spring Openings A tax to-do list Summer Travel – Camping 3/2/1 Example 1. What: life insurance 2. Why: Protect families, kids’ college, etc. 3. Interests: Family, regional travel, Evanston info, schools…
- 28. Focus on Building Relationships Do: • Connect with people around their interests • Talk about, promote, and help others • Find your voice and your niche Don’t: • Just promote yourself or push your own agenda • Flood the channel with marketing messages • Think your audience cares about insurance as much as you do
- 29. Key Takeaways 1. Social Media is a new way to market 2. Create accounts on Facebook, Twitter, and LinkedIn 3. The is a conversation, not a broadcast 4. Use the 3/2/1 Approach to align your content with your audience
- 30. Thank You! • Questions? support@agentmethods.com • Try our our insurance social media platform for free: www.agentmethods.com
Editor's Notes
- There’s TONS of hype on social media. People will tell you how many millions of people are on facebook, tweets per hour, and how it’s changing the world. My goal today isn’t to give you more hype about social media. I want to give you a clear framework of how social media fits into selling insurance, and guide you on simple steps to get started. Everyone is saying “insurance agents must be on twitter”, but nobody gives you the context of why. And the result is too many agents are jumping in and doing things TOTALLY wrong.
- Let’s explore these in more detail. First, your customers control your message. This is a really hard thing for insurance companies to accept, I think agents understand it better because referrals are so critical. Anyway, let me show you an example of customers controlling a company’s message.
- Here’s an example of your customers controlling your message. This is a snapshot of tweets this morning with the word “Carnival” in them. Carnival chose to focus on their bottom line instead of their relationships with their customers and they are going to pay a HUGE price. Now, let’s look at what “outbound” marketing looks like
- Most insurance agents are that are jumping onto social media are doing things the old way – broadcast or outbound marketing. The result is that there’s TONS of noise and very little quality. I want to give you a framework to do things different. 45k tweets, 1600 followers. But they aren’t really listening. You need to break through the noise by making real connections with real communication. To understand this “outbound” versus “inbound” marketing a little better. Let’s take a look at a different industry for a second. I think by stepping away from insurance, we can get some perspective to understand the old way and the new way of marketing.
- Selling insurance, you talk to your customers. You know who they are. But imagine if you sold ketchup. You don’t ever see your customers. They go to the store, they don’t talk to you, and you don’t have a way to interact with them. If you sold ketchup and you wanted to roll out a new product or launch in a new market, what would you do?
- Olykraut has used social media to develop a one-to-one connection with their customers They know who they are and can interact with them When they want to launch a new product or roll out a new market, let’s see what they do. No need for a big market research study. Just jump on facebook and ask your customers!
- No need to advertise when they can interact directly with their customers. They’ve established a connection with their customers, and they have gotten their customers invested in their success. They’ve done this so much that they can even get their customers to call the whole foods manager and demand they carry their product.
- This is the power of social media – you can develop one-to-one relationships with your customers, and involve them in your marketing. They can drive your growth, instead of you having to force it.
- What are your contacts hobbies and personal interests? What are they passionate about? What’s going on in your community? Show people you “like them”, are entertained by them, and care about them! Don’t oversell! You can let your F&F know about your business, but don’t push to hard. Once a month, tops. Messages that work: “I survive on referrals. I really appreciate recommending me to people you know who need help with their insurance planning.” “Know anybody who’s expecting a new baby? Send them my info. I’d be thrilled to sit down with them and talk about a plan to protect their family’s finances.”
- What are people chatting about? Reply back, let people know it’s interesting Strategies that work: Share interesting articles - Forward on by retweeting Don’t push your message hard, be social, be a connector
- It’s okay to do business here. Get to know your contacts’ businesses, their work history, and their professional focus Can you make an introduction? Can you help them hire? Find a new job? A new customer? Strategies: Connect with customers and prospects Learn about prospects before meeting, it’s okay to mention what you see on linkedin Share professional related content, career focused, benefits focused, business owners, sales, etc.
- This is your space to talk about what you do. If you engage people on other networks, they’ll want to learn about you too.
- Structure for sharing on social media that aligns your content with your customers, Gives you things to “share”, Resonates and makes audience say “this is a person that shares my needs and values”
- Use Facebook sparingly, Twitter as a way to “tame the firehose”, and LinkedIn to do business