Most likely, many of your customers are on Facebook—either for personal or business purposes. This makes Facebook an essential marketing tool, and, since it’s free, an extremely cost-efficient one. Connecting with B2B contacts on Facebook isn’t that different from keeping in touch with your friends or business associates—it just takes a little more thought and planning. The idea is to engage customers and prospects, prove your expertise, demonstrate your personality—and stay top-of-mind. Here are a few ideas.
Post news that’s relevant to your customers’ industry. Trade news might be boring to people outside the industry, but it has a direct impact on the livelihood of customers and prospects. Keep track of the news, new legal changes, and other important events involving the insurance industry. Post articles every now and then—and you’ll show that you’re plugged in and “get” your customers attention.
Hold a question-and-answer session. Let your prospects and customers see you as an expert resource. Periodically hold an open question-and-answer session and invite your contacts to post their insurance questions on your wall. This will help you build credibility with prospects and customers alike—and you’ll get a reputation as open, generous, and easy to work with.
Discuss coverage—in a fun way. Invent a hypothetical scenario—hopefully a fun one—and ask if it would be covered. Post an anecdote about a situation where you’d think something wouldn’t be covered, and it was. Always be sure to slant these so that the company looks good; emphasizing situations where something might not be covered could create a more negative impression.
Share a video. Go on YouTube, find an amusing commercial for a line of insurance you represent, and post it on your wall. Or share videos from your own website, sharing details about the lines of insurance you have available.
Facebook can be a very effective marketing tool for wholesale insurance brokers. Do it right, and you should be able to generate a strong following on the site—and stay at the forefront of your prospects’ minds.