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Follow Us On Twitter

Follow Us On Twitter

Follow Us On Twitter

Follow Us On Twitter

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Home > Sales & Training > Social Media
How to use Social Media to attract and engage clients

Why prospect using social media?

The Problem
To get customers in any business you have two choices, be special enough that people talk about you, or buy advertising.

In the insurance industry, the most effective way to reach qualified prospects changes every several years. Once it was enough to open an office in the community or make door-to-door sales. Then we started cold calling, blast faxing, sending direct mail, presenting seminars and blast e-mailing. All of these methods were effective once, but as they become obsolete, we started prospecting with the next best thing.

Today, all systems of selling are preceded (or precluded) by our online reputation. People know you before they call. Is this a problem for you or an opportunity you are capitalizing on?

The Opportunities
Social media has changed your world, now you can find customers and they can find you. Due to social media, big companies no longer have the advantage-- social media is the great equalizer. Social media is where people (your customers) express their thoughts and feelings. It also allows you to put yourself on the client’s mind. The opportunity in our business is tremendous, only 16% of financial services professionals currently use social media.

Why Should I Use Twitter?
• Twitter is the easiest social media format to use.
• Twitter has the highest income and education level per person of all social media platforms.
• Five years ago to market yourself you needed cash, now you need 120 characters.
• There are 175 million twitter accounts – your tweets are exposed to all of them through storing and search features.
  It’s about finding value in your messages and passing them on.

Why Should I Use LinkedIn?
If the world’s largest networking event was open for you to attend and your customers and prospects would be there, would you go? That’s linked-in.
Linked-in is the new cold call. You can find the decision-maker before you call.
The following stats now determine your opportunities (people need a reason to connect with you)

• How many connections do you have?
• How many recommendations do you have?
• What is your summary statement?

Why Should I Use YouTube?
People can connect better to a “live” face than to the printed word.


Why Should I Use a Blog?
You can completely flush out basic ideas. Think of it as your own newspaper column where you can express your opinions and offer advice to clients. Clients can get to know you better through your writings.


Create Your Social Media Business Plan

Your Social Media Game Plan
Use this as a starting point. Apply each question to each form of social media before you get started.
Ask yourself:

• What value message do I offer?
• What do I hope to achieve?
• Who do I want to attract, engage, connect with?
• Do I need professional help?
• How frequently will I update?

Your Total Business Social Networking Strategy
Once you have decided on your strategy, here is your checklist to actually create and use social media:

• Register your own website
• Create your Twitter account
• Create your Linked-in account
• Create your business Facebook page
• Create a blog (wordpress, typepad, blogger)
• Create your Youtube channel
• Use a utility that links everything together seamlessly
• Follow the steps outlined in our How to Use Social Media Guide

 




Setting Up Your Social Media Accounts/Pages

Create a Business Website
• Go to www.financialbrokerage.agentquote.com

Create Your Twitter Account
• Go to www.twitter.com
• Use your name, not a nickname
• Don’t be an “egg”, get a photo

Create Your Linked-in Account
• Go to www.linkedin.com

General
• Do NOT focus on your past history
• Focus on what you can do for clients
• Use first person
• No resume-speak, don’t just say “worked with families,” say “I work with families”
• Include how people can connect with you

Have both a primary and secondary title and place in your:
• Headline
• Summary (include several times, add secondary here)
• Title (in experience section) this has the MOST weight in searches

Headline (the FIRST place people look)
• Do not place your title here
• What do you do for your target market? (a tweet-length phrase)

Photo
• Use a professional photo
• A colored (bright) background is good
• A bad photo has poor lighting, is busy or shows more body than face

Summary section
• Your elevator speech
• Use all 2000 characters, key-word rich
• This is not your history or bio

Website links
• For type, ignore pre-fill drop downs and use “other”
• Professional and Volunteer experience (add your:)
     1. Certifications
     2. Volunteer experience and causes
     3. Organizations
     4. Publications
     5. Make them all key-word rich

Box
• Can upload documents, web links
• Reports to you when another connection uploads your document
• Use slideshare to upload powerpoints and videos

Reordering sections
• You can move parts near the top if they are more important to your business

Public profile
• Your profile needs to be public to appear in google and other searches
• You can change this (can create your own url)

Create Your Business Facebook Page
• Go to www.facebook.com
• Gather e-mail addresses of each customer
• Gather content that is useable and profitable
• Include photos
• Link your facebook page to your website
• Make it a two-way door – invite people in with value, allow them to click out to find more about you.
• Use other similar business facebook pages as guidelines
• Construct a short e-mail inviting people to join you
• Consider your business facebook page to be your business card

Create Your Blog
It should contain:
• A bio and photo (making it human and personal)
• A statement that reflects why you are blogging in the first place
• News, fun, insight, information
www.wordpress.com

Create Your YouTube Channel
• Go to www.youtube.com

Choose a Utility to Link Your Social Media Together and Send Newsletters
Email Marketing
Ace of Sales
hootsuite.com
hurrdat.com


Take Action with Social Media

Steps to get an audience (applicable to all social media types)
• Find your prospects and clients– what networks do they participate in?
• Follow others – don’t just click, really follow them
• Read their posts
• Listen and collect information

Connect
• Retweet/repost them – adding a few words of your own
• Mention their name/influence in your posts
• Post about their success – be a supporter
• Find relevant linked-in groups they participate in
• Start topics likely to engage your audience
• The more you give (responses, input) the more attractive you become
• Reach out

Message content tips
Your messages should incite action
• Identify exactly which action you want people to take
• Use action verbs
• Hot buttons – fears, needs, hopes
• Go on a rant or a rave
• Ask provocative questions
• Predict what will happen next
• Personalize (use their name in the message)

Value messages
• Are genuine and authentic
• Do not contain an offer to buy
• Must be transparent
• Must be without expectation

Use first person
• “we” and “our” sucks power from writing, drains impact
• Write in first person or speak directly to audience “you”

Make it easy
• Have a simple message

Be interesting
• Give people a reason to talk about you

Make people happy
• Thrill them
• Fix problems

Earn their trust and respect

Compliance obstacles and their solutions
• Take your business name out of everything you do
• You can do everything without mentioning the name of your company, or your affiliation
   with it. Omit offers to buy
• Create opportunities to connect, a seminar, networking event, party
• Make the information valuable
• Don’t focus on what you can’t do, but what you CAN DO

 


Twitter

Follow
• Always be following more people than follow you
• Always seek more followers
• Follow your competitors
• Search for 10 people who do what you do, review their profiles and compare to yours
• Connect to at least 10 new people per week for 10 weeks

Reply/Retweet
• Introduce yourself to potential partners/customers by @reply or retweet

What to tweet
• Quote yourself, not others (develop original thoughts)
• Post a daily tip
• Post a new idea
• Ask thought-provoking questions
• Alert people to new events
• Direct followers to new blog entries, your website, new youtube videos, facebook posts

Tweaking your tweets
• Monitor regularly
• Leave 20 characters so your tweets can be retweeted without shortening
• Use # (but not too many)
• Use hootsuite to schedule your tweets
• Best time is 9-3 EST
• Use a url shortener


Linked-In

Connect
• Get 200 connections to start, then expand
• Respond to all that have something in common with you
• Engage frequently with your connections

Connect Recommend/endorse
• Recommend others
• Endorse others

Post
• Integrate your other forms of social media

Groups
• Join and participate
• Create and moderate your own group (seen as the expert, your name appears everywhere)

Answers
• Solve others’ problems

Targeted referrals
• Search for connections to people you want to meet
• Search your 2nd and 3rd level connections for referral introduction opportunities


Facebook

Follow
• Your general agency, broker/dealer, insurance company
• Products and services you use as a consumer

Posts
• Testimonials
• Link to an article or other pre-approved piece
• Pictures – people connect better with photos, an article with a photo is more likely to be read
• Use keywords targeted to demographics of your intended audience (example: keywords vacation
  and retirement may drive towards a baby boomer demographic)
• Post at least 3 times per week

Ads
• Target specific markets
• Advertise your business page, you want people to like your page (you can see who likes your page),
  then you can reach out and message them directly through Facebook
• If somebody likes your page, they want to know more about you. They will only “like” you if you offer
  something of value
• You pay only for “interested” leads
• Narrow to 3,000-5,000 range, (research shows that number will be most effective;
  bid $1.70-$1.80 per click; $250 virtually guarantees engagement, not a sale, but engagement)
• People like to do business with people they like and have things in common with
  Use interests/things you enjoy in your target market
• There is power in inbound marketing, people want to hear from you,
  you have something they want, and you told them about it in the medium that they’re comfortable in
• Time – 30 minutes per day, 15 minutes in the morning, 15 minutes at night, you can even do it once a day

Analytics
• You can see how many people saw your post, how many liked it, names of people who liked your post,
   so you can communicate directly back with them

Blog
• Flush out your ideas from Twitter, Linked-in, Facebook
• Post your thoughts and feelings to topics of your choosing
• Refer back to the “General” tips section for more details

YouTube

• Testimonials – use customer testimonial videos
• Can schedule shows
   • Refer back to the “General” tips section for more details
   • Quick tips
   • Newsletter type items
   • New prices, products, trends
• Advertise your other social media outlets
• Put your blog entries on video
• Make videos personalized to a client and email to them (takes 3 minutes)