This webinar will begin at 14:30 Social Media For Brokers: How to identify your ideal customer
A very common question: I m an independent broker, with most of my business being commercial insurance. Currently we re picking up some good pieces of business in the XX sector and would like to get more of these customers. Can social media marketing help me?
Today s ebinar
Who am I? Sam Roberts Digital Marketing Consultant at Liberty Marketing sam@libertymarketing.co.uk
WHY The importance of social media to businesses Social media in the insurance sector
At A Glance Why? Learn and read Build Trust Amplify events Nurture leads Seed your content Enjoyment
Connecting with SMEs SMEs on Social Media 100% 80% 60% 40% 20% 81% 90% Business & B2B 14M UK Tweets, 2016* 0% SMEs using Social Media Used for Learning Good for 'Word of Mouth' Good for brand *Tweets from 1 January to 31 December 2016; categorised by hashtags only
Social Media & Insurance Brokers #Insurance 1M UK Tweets, 2016* 22% of brokers used LinkedIn for the first time 20.8% adopted Twitter *Ecclesiastical
Content leads to sales
POLL Which channel do you believe is best for reaching your commercial clients and prospects? Twitter LinkedIn Facebook
Answer: Go where your clients are
WHERE Brief overview of Twitter and LinkedIn Recommendations of channels
What Channel Build your profile Interact with groups Build your network Interact with everyone!
How to find customers? Who do you want to target? Are they online?
A discovery journey Website Latest News What does their website tell you?
Delving deeper Macfarlane Packaging Tweet @ menton = route to other potental prospects
What to look out for As a marketer: What can I use here to ensure my messaging fits with their needs?
Tools to help you out
Use Buzzsumo to find experts / influencers
Find non-competitors with similar goals
Twitter List Membership
Check out Klear
Then what?
Define your objective Be seen as an expert? Gain more referrals? Create a greater personal connection? Drive more clients/ prospects to your website?
POLL What is the key driver behind your Social Media activity? Brand Awareness Lead Generation Retention Peer pressure (I was told I should be doing this!)
Define your messaging
Goals and Challenges Identify what your users want to take out of a visit Why would someone come across your content?
How can you help them How you solve your their challenges How you help them achieve goals How you can command their interest
Analyse their objections Why would an SME go elsewhere? How can you tailor social media to refute this?
Tone How will you communicate your message? Are there buzzwords / current trends you could use?
Example Tweet ü Addresses Cost ü Demystify the process ü Builds trust ü Expert and caring
Going beyond messaging
Keep lean Twitter LinkedIn
Tie outputs into goals Drive traffic to your site Ensure calls to action always take them back to website
Tie outputs into goals Drive brand awareness Ensure brand proof points are demonstrated
Tie outputs into goals Deepen client connection Spend time liking and commenting on their social media activity
Social best practice ü Have a purpose ü Consider visuals ü Connect with others Ø Including existing contacts! ü Be personal ü Stay lean ü Have a business goal
Basic best practice for LinkedIn Have a professional image Proof and spellcheck your profile Use LinkedIn groups Engage employees
Engage Employees Business Account (200 Reach) MD Account (1300 Reach) Head of Sales Account (1500 Reach) Total 3400 Reach MarkeTng Manager (400 Reach)
Basic best practice for Twitter Connect with others Use Hashtags and Retweet Keep posts short and snappy Ask a question Use it to spy on competition! Setup your page correctly
Legal best practice Comply with the law Don t say anything on social that you wouldn t say when public speaking Don t use personal data or client images without permission Don t use copyrighted images
Stay Lean with Scheduling Tools Buffer Easy to use, allows you to schedule Tweets, LinkedIn and Facebook posts Bit more complex Gives very good dashboards and reports Both have free versions that work well
QUESTIONS?
Vote for your next webinar Social media campaign strategy Or Bridging the social media reporting gap
The next webinar will be
Thank you! sam@libertymarketing.co.uk www.libertymarketing.co.uk
Slides will be shared via Broker Mentor PDF materials will be circulated in the post event survey email