5 Steps to Using Social Media to Boost Sales

Whether you’ve been in the insurance agency business a long time or just getting started, utilizing social media tools can be an effective way to boost sales. Think about it. You already spend most of your time developing relationships and creating communities. Now, you have more tools to meet potential clients and grow your business. Here are five steps insurance agents can take to use social media to boost sales.

1. Explore. Get online and see what’s out there. By searching on Yahoo or Google, find various people and organizations in your area or niches using social media to connect and build communities. More than likely there’s a car enthusiast club in your area with a Web site or blog. Or mom groups (here’s one near me: www.parkcitymoms.com) or other groups or businesses. Read their Web sites, blogs or bulletin boards. You may find that your services and expertise are appreciated.

2. Participate. I’m not talking about blatant self-promotion. Build relationships with the communities that are a fit for your business. Offer to post advice about insurance that members should consider (via guest blog posts, online articles, podcasts, etc.). Offer to do workshops. Post comments to blogs where you know you can provide good information. Join networks that relate to your business. LinkedIn (www.linkedin.com) can provide contacts that can grow your business. The same could be said about Facebook (www.facebook.com) and other networking sites. Once you join, search for individuals or businesses with shared interests.

3. Strategize. Just as with traditional media, the best results are generated by businesses that have a plan. Some of the communities may be fun but assess if they are adding to your business or just creating a distraction. Decide where and how you are going to participate and set goals that can be measured. Some social media tools may be good for creating awareness; others may be better for generating sales. Also decide how much of your online efforts should be for prospecting and how much should be geared towards existing clients.

4. Tools. Decide which social media tools best fit you and your business. Make a list of the tools you’ve participated in (blogs, social networks, podcasts, wikis, video sites, etc.). A social network could be great for creating niche communities that could lead to referrals. A blog could be a great platform for informing clients about new products and increasing your profile as a subject matter expert. Decide whether to utilize existing tools and sites or create your own. A blog can be created at almost no cost utilizing such tools as Blogger (www.blogger.com) or WordPress (www.wordpress.com). Additionally, podcasts (audio or video) can be created with very little investment.

5. Promotion. Cross-promote by mentioning your online tools when utilizing more traditional forms of communication and advertising. Use letters and postcards to direct existing clients online. Give clients an opportunity to contribute to your online communities or blogs. Utilize relationships you built in the earlier stages to generate links to your media. Add online addresses to business cards, letterhead and statements. Nothing will beat good content and word-of-mouth in driving traffic to your social media tools. Be patient and stay focused.

Stone, principal and marketing strategist, Insurance Insight Group (www.insuranceinsightgroup.com) in Park City, Utah, has 20 years experience in insurance. A licensed insurance agent, he consults on marketing communications and online functions performed by insurance organizations. Previously he served in executive positions at a major insurance carrier and a national marketing organization. He can be reached at mark.stone@iigsolutions.com.