EXPERT AVE. | Street-level skills from the real pros who know.

Marketing Yourself on Social Media

December 30, 2017   |   by kalup alexander

 

To compete effectively in the ever-changing world of health insurance sales, it’s important people know about you – and how to find you. That’s where your online profile comes into play. Increasing your presence on social media helps enhance your online profile and increases awareness of you and what you do. That can lead to greater word of mouth and improve your chances of getting referrals.

 

Diversity is important

Like with other advertising and promotional media, it’s important you use multiple social media channels in targeting potential customers – keeping in mind your target market, of course.

With more than two billion monthly active users worldwide, Facebook simply cannot be ignored. The highest traffic on Facebook occurs mid-week between 1:00 and 3:00 p.m., according to a November 2017 report by the digital marketing website Zephoria. Engagement on Thursday and Friday is 18% higher. From a business perspective, 42% of marketers say Facebook is critical or important to their business.

LinkedIn boasts more than 467 million users, including 133 million U.S. users. Seventy-nine percent of business to business (B2B) marketers view LinkedIn as an effective source for generating leads. Three million LinkedIn users share content on the site weekly.

Thirty-six percent on online Americans aged 18 to 29 use Twitter – more than any other age group. (Twenty-three percent are 30 to 49, 21 percent are 50 to 64, and only 10 percent are 65 or older.)  Eighty-one percent of millennials check Twitter at least once a day. Twenty-nine percent of online Americans with a college degree use Twitter. Thirty-nine percent of online Americans who earn $75,000 or more annually use Twitter. Twitter can be effective at reaching business owners and managers, if you’re focused on employee benefits and business insurance.

 

Content is king

Regardless of what social media platform you use, it’s important to follow one golden rule: what you share needs to be relevant to your followers and friends. Make yourself memorable; don’t be like everyone else online. If you want to use similar content across multiple social media sites, be sure you edit it, so it’s not a mirror image of what you’re posting somewhere else. If you post the exact same content on multiple profiles, you risk losing your followers. (If they’ve already read it, they won’t feel the need to continue to follow you . . . or they will follow you only via one medium.)

Your content needs to make you seem knowledgeable. After all, you want it to trigger a reaction in your readers, so they think positively about you when they have a need (or a friend or family member in need) of health insurance.

 

Use compelling images and headlines

Stress your USP (Unique Selling Proposition) and why you’re an expert who has more to offer (than another health broker). What sets you apart from others? Is it your market niche? Is it your training? Is it your focus on a specific industry? Say, for example, accountants, of whom there are 5.5 million on LinkedIn.

 

Consider client testimonials

If you’re working hard to satisfy your clients, you’re likely to have at least one who would be willing to go on the record to endorse your work. You can use that testimonial in your social media content (or, if they won’t go on camera, use their words on your website to enhance your profile). Endorsements can go a long way in helping you attract new business.

 

Build your network

Social media can help you expand your network, which can lead to increased referrals and new business. When you connect online with new people, or maintain a connection with others you’ve known for a while, you can share their stories (and they may do the same for you). “Like” and comment on their updates. Follow and “like” their pages. It can reap ongoing rewards.

 

Measuring results

Once you begin using social media, you’ll want to measure its effectiveness in deepening your relationships with customers and building your brand equity. Take time to evaluate the frequency of your contacts with customers as well as their lifetime value to you and your agency. Did your “churn” change after starting to use social media? (Did fewer customers leave you for another broker? Or, were you able to attract more new customers through your efforts?) Social media can give you an immediate platform to respond to customer issues.

 

Related: Marketing Yourself as a Health Insurance Professional

 

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