Advisor relationships with clients are built on trust and planning for the future. But when people outlook on their financial future seems uncertain, relationships of trust matter more than ever. This is where social selling comes in.
For agents and advisors, that means making real connections with customers and prospects both online (and in real life, of course) is critical to success in 2023. You can’t buy the trust of your existing or potential customers. You have to feed it – and social media is a great place to do that.
Social selling, or using social media as a sales and relationship building tool, is at the intersection of marketing and sales. It’s about using social media to showcase your expertise, build relationships with prospects and existing customers, and ultimately expand your reach in the digital landscape. With a strategic approach, social selling helps you showcase the value you – and the products you offer – bring to existing and potential customers.
However, it is important to remember that social selling is not about collecting likes and follows on social media. The goal is to share your personality, your knowledge and your sincerity with others.
Research has shown that almost nine out of 10 consumers base their purchasing decisions at least in part on authenticity. Social selling gives you the opportunity to amplify your key differentiators to generate longer-term relationships. Remember: the longer you keep your clients, the better the chances they will turn to you as their life stages require additional insurance and financial products. It’s good for your bottom line.
Looking at social media through the lens of social selling will help you integrate it more easily into daily selling practices. Keep these three tips in mind as you transition into a social selling mindset.
1. Post authentically (because it really matters).
Social media shouldn’t be a fixed and forgotten part of your business. When it does, your audience can tell, and so can the algorithms. Your social media posts should always read and feel like they’re coming directly from you. But more importantly, the subject doesn’t always have to be hard-hitting. Every time you share on social media, it’s an opportunity for your personal brand to shine.
It might look like sharing behind-the-scenes footage from your office, recent vacation photos, or even your personal take on community happenings. Take all the personal things that have connected you with your potential and existing customers in the past and build your posting strategy around those topics. It can also include your personal commentary on an industry topic, advice on how to deal with life changes and the financial decisions that come with them. Above all else, be yourself. This is what customers want to see.
2. Find out if your carriers offer social selling resources.
An advisor shouldn’t have to go it alone. Carriers are increasingly focusing on digital activation and social media. Be sure to take advantage of any social media content or social media management tools offered at the carrier level.
For example, an operator might give you access to a content library full of pre-verified, branded, and third-party content. This gives you material to power strong and diverse posts alongside authentic and personal content. However, your messages shouldn’t just serve as branded megaphones. Also be sure to share the things that matter to you, your business, and your customers.
3. Carry on the conversation.
Social media posting is just the start of your social selling journey. The more authentic and relevant your content, the more likely you are to generate engagement and conversation. Your willingness to engage will increase your brand visibility and strengthen the relationships you build online. Even better is when a conversation that starts on social media continues in the real world.
Digital-first customers still seek human interaction and guidance, especially when making decisions that protect their future. Shifting your mindset from social media to social selling not only secures an advisor’s position in the digital landscape, but also opens doors for business growth.
nola morris is Chief Strategy Officer at Denim Social. She can be contacted at [email protected].
© All content copyright 2023 by InsuranceNewsNet.com Inc. All rights reserved. No part of this article may be reproduced without the express written consent of InsuranceNewsNet.com.