Mark Vilo explains how social media amplifies your chance to cut through and create a stimulating and sustainable relationship with your current and potential client base.
We live in a world of digital natives: people raised during the age of digital technology and completely comfortable with computers and the internet from day dot.
People are continually attached to their smart devices, texting, emails, tweeting, catching up on news, social media and so on.
So it’s probably no surprise that Australians’ love affair with online purchasing is soaring. More than two thirds of us (70 per cent) intend to proactively research their options when shopping for their next insurance purchase (more than double the number of consumers who researched their last purchase).
If you’re serious about building a business that thrives in the always-on digital world, you can start using the most simple devices and social media channels in your business today, to begin offering a differentiated user experience to customers that outdoes your competitors.
Just get started
Most industry conferences are guaranteed to have a social media expert who stresses the need to “get on the social media carousel, or risk getting left behind”. The best thing about social media is there are few barriers to entry. You don’t need to be a social media ‘guru’ – you just need to get started. Don’t get overwhelmed. Have a plan in mind and take the first step.
To start leveraging social media to market your business requires only a few basics:
- A Smartphone, an iPad or tablet PC
- A tripod (for as little as $30) to make simple video blogs, and
- A techie or digital media expert (inhouse or outsourced) to help you execute.
If you’re already communicating with clients and business partners by SMS and using e-apps with your insurer, you’re halfway there to being a digital native.
Create the right internet presence
You are who Google says you are. And businesses get a small chance in the online world to create a strong first impression, quickly.
Advisers need to constantly find and keep profitable customers – and social media channels provide a great opportunity to continually promote to existing and potential clients.
The information you publish about yourself on social media channels like LinkedIn must be compelling enough for existing clients to keep doing business with you – and future clients to decide to buy from you.
Google loves LinkedIn. The first two or three results from a Google search will offer up your LinkedIn profile to the user, so clients will want to understand what differentiates you from other advisers.
The must-haves for a decent LinkedIn profile are:
- A high resolution professional photograph
- A concise description of your professional skills, qualifications and experience
- A clearly defined customer value proposition that differentiates you
- Links to your Website, client testimonials or media coverage you’ve received.
Once you’ve honed your LinkedIn profile, take that extra step to reflect on your profile and ask yourself: “Would you honestly do business with yourself?”.
Personalisation through video
I’m communicating with my sales team more by video than by email (which usually contains bland factual information), because I prefer to send them a personalised message that engages them visually before I catch up with them, like a birthday message. Yes, it’s a bit clunky, but I feel like I improve with every video.
Video simply makes the message more irresistible to the customer, so why wouldn’t you take advantage of it, particularly if it’s a personalised message just for one individual?
Advisers who are early users of digital technology are also leveraging video to create personalised messages for clients.
Video messages are a perfect way to engage new clients before the first meeting to reiterate that you’re looking forward to meeting them and an opportunity to remind them to sign any relevant documents before the meeting. Video blogs are also great way to update clients instead of a quarterly newsletter.
Video messages can be used to replace or add to other communication tools to enhance your client’s experience when dealing with you.
To keep costs down, an outsourced service can be as cheap as US$5 to produce a video blog. I have used a freelance consultant through Fiverr.com, which specialises in creative services such as video production, web design, graphics, copywriting and editing. The end result wasn’t perfect, but certainly a lot better than I could do just using my iPhone.
There are a bevy of marketing services at your disposal, such as elance.com or freelancer.com.au, offering a global network of freelancers who specialise in this field. (Don’t dismiss the DIY path, though.)
Buy affordable recording and editing software packages such as Camtasia for basic video production capability on your laptop.
My greatest learning about leveraging social media channels in business is that it’s not about perfection but authenticity – it’s about having a go.
The more you practice, the better you’ll become at it. By experimenting in increments, you’ll discover new ways of captivating your audience and realise that you can even mix it with the big end of town.
Mark Vilo is the executive manager at Asteron Life.
