Generating new business can feel like an uphill struggle for many businesses but even more so for the insurance broker world. Many are actively trying to compete with InsurTechs who are adopting and implementing direct to consumer strategies.
Social media has the ability to be a useful tool for brokers looking to develop new leads. Building brand awareness is the first step to creating leads – if no one knows who you are then how can you expect them to come to you? Facebook alone has more than 2.13bn monthly users worldwide and just under 40m in the UK. That’s a whole load of possible prospects waiting to learn about what you have to offer!
Running active organic social media channels is a great way to boost engagement numbers and in turn generate leads. Sharing original content, curating from news sites or industry influencers are just a couple of ways to keep your social media timelines varied. Finding content that works and is well received by an audience has the potential to offer huge advantages to lead generation teams. It is about finding what works for your audience and then getting that type of content out and on view as much as possible. You want them to notice your brand and engage with it by liking, commenting or sharing with the eventual aim of nudging them into an action – e.g. buying insurance through you. We have a whole article on the 20 social media updates you should be sharing if you are stuck for ideas, but don’t forget to have some fun and get creative with it!
How we developed a unique targeting approach and improved lead volumes from direct marketing by more than 80%.
Once you know what works for the audience you want to engage with and have the content they want to see, it’s time to make use of social media’s targeting capabilities and get it in front of that audience. Link it in with your email marketing by encouraging guide downloads, form fills, and sign ups to future marketing communications to have a fully connected marketing strategy.
Targeted marketing via social media is a powerful tool in developing an audience that would never have been exposed to your brand, but you need to remember, running a successful lead generation campaign through social media doesn’t happen overnight. It will take time and patience to develop an online presence that consumers trust and want to engage with. The key? Continually develop content that your key audience will find valuable and is therefore shareable.
We understand content creation can take time which is why we have already looked at content creation vs content curation and the effects of each on your reputation - you can read it here. If you don’t know where to start or just need a hand developing your social media presence or paid strategy, get in touch.
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