As a wholesale insurance broker, nothing is more important to your business than your relationships. The connections you forge with insurance brokers and agents, as well as markets, can help you build your business like nothing else. However, especially when youโre just starting out, it can be difficult to establish those contacts.
Social media can be a powerful tool in positioning yourself as an expert in your fieldโand demonstrating to agents that you are a very effective partner in solving their biggest coverage challenges. Here are a few things to think about when planning your social media strategy.
ย Use LinkedIn to best effect. LinkedIn is more business-oriented than other platforms such as Facebook and Twitter, and itโs well suited to people whose target market is professional rather than commercialโsuch as wholesale insurance brokers.
There are a number of ways to connect with insurance agents on LinkedIn, but perhaps the most effective is to demonstrate your expertiseโand show yourself as a good source of key information, before they begin to work with you. You can do that by writing and promoting articles on LinkedIn, joining groups that are geared toward the agents you want to work with, and searching for and connecting with local agents in your area.
ย Produce informational content. Social media is how you attract visitors to your websiteโbut youโll need something to keep them there once they get there. Develop informational content that demonstrates your valueโthe specialized expertise you hold in various areas of insuranceโand shows agents clearly what you bring to your partnership with them. Once you have content that establishes your expertise, you can promote it on your social media platforms as well as repurpose it into blog posts and webinars.
Know what adds value. The point of having a presence on social media isnโt to promote yourself. Itโs to bring value to other people. Think about what the agents and brokers you work with want from youโmost likely expertise in their areas of insurance specialization. Bring your audience information of valueโpost links to articles relevant to their part of the industry; write your own articles; start discussions and answer questions that are relevant to themโand you can establish strong connections and position yourself as a thought leader.
Social media can be a valuable promotional tool, but you wonโt be as effective if you approach the โpromotionalโ part head-on. Itโs all about making connections, joining interesting conversations, and providing content of value to your audienceโand if you do it consistently and well, the business should flow from that.
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