Insurance Agents: Maximize Your Lead Cultivation Opportunities by Leveraging Social Media Services

June 14, 2016
Lead Cultivation

Lead CultivationFacebook, Twitter, LinkedIn. The three big players in social media services give people the ability to connect around the globe and in their own backyard. Businesses, too, are in the mix, connecting with potential leads and cultivating digital relationships with their customer base.

In a business like insurance sales, there’s a massive opportunity to maximize your lead cultivation leveraging these social media services. Wondering how you do that for your business? That’s today’s topic. We look at each social platform’s built-in tools and how businesses are using them to build relationships and drive sales.

Leveraging Twitter

Hundreds of millions of tweets go up on Twitter each day. You may wonder how, with that volume, that your messaging will be seen — much less how your call to action will be acted on.

The best option for lead cultivation on Twitter is the company’s Lead Generation Cards. Social Media Examiner calls them concise embedded landing pages within your tweets. Like this Barista Bar example, your card will have a tweet-sized message, an eye-catching image, and a call-to-action button.

Use this tool to capture your audience’s email addresses then connect to your preferred CRM to track your new leads. The system supports a dozen popular CRMs, including Salesforce, ExactTarget, MailChimp, and more.

Leveraging Facebook

If Twitter can offer you a sort of landing page tweet to capture lead info, Facebook’s lead cultivation tools are a bit more varied and advanced.

The first and most obvious tool is email signups which can be placed at the top of your Facebook business page. This is a must with Facebook — a platform has repeatedly throttled access to the fans and followers of business pages in an effort to get companies to increase their ad spends.

When you capture email signups from your Facebook page, you now own that lead and can market directly to them independent of Facebook with exclusive email offers or email-gated content.

Since Facebook is so visually focused, consider incorporating CTAs into that imagery. Wishpond gives one example of what that might look like. The big rectangular “cover photo” at the top of their page is a CTA message pointing to their signup button just below. A post on the brand’s blog explains how.

Another more recent feature unveiled by Facebook is its Lead Ads tool. It’s yet another way to quickly capture a leads info — this time without your prospect having to leave the app at all. When leads click on a Lead Ad CTA, an in-app form appears where they can enter their info then go right back to their Facebook browsing.

Leveraging LinkedIn

For many businesses, leads on LinkedIn are considered the holy grail of lead generation. While outbound marketing efforts like LinkedIn Pulse and paid ad campaigns like LinkedIn’s Self-Serve Ads have been around for a while, a newer option is particularly interesting.

Last year, the company unveiled its new Lead Accelerator. This tool claims to fold the funnel, shortening an insurance agent’s path to sales. The system lets your business craft a variety of ads and content, then the tool’s algorithm shows the most relevant content pieces or ads to your desired prospective lead.

Leveraging Content Across Social

With some idea of the social media options out there for today’s insurance sales professional, it’s time to mention the most important element of all — content. Once you capture the attention of your lead, you need something to add value, something to educate them about your business services or products, something to cultivate that relationship so you can later drive sales.

You can take your content in nearly any direction, from blogs, white papers, and news articles, to coverage calculator tools, videos, or entertainment pieces. Your social connections and email list are the gateways to this content, and the answer to how you maximize your opportunities on social media.

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