Social media marketing is a relatively inexpensive method of lead generation as well as lead nurturing. There are many different types of social media, and each needs to be approached a little differently to make the maximum impact.
LinkedIn for Business to Business Leads
LinkedIn offers professionals and colleagues a way to connect with each other and update each other on current projects, campaigns, and even trouble spots. Any time you meet with someone in face-to-face marketing, it’s a good idea to see if they have a profile on LinkedIn and, if so, ask if you can connect with them. Check your account once every few days, and you may see one of your associates express a need, for instance, having to change their company health insurance plan, that is right up your alley.
Twitter for Lead Generation
Twitter allows you to choose people to follow based on the topic of conversation and on their profiles. People can also follow you based on the same criteria. To find leads, type a few key words into the search box such as “long term care insurance,” or “need life insurance.” The search tool will retrieve any recent comments with these keywords. You can then reach out to the people who made the comments and responding with an appropriate link. “Free life insurance quotes” or “5 Things to Know About Long Term Care.” Note that Twitter communications, or Tweets, are limited to less than 140 characters, so be concise.
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Facebook for Lead Nurturing
Facebook should be a vital part of any social media marketing plan. Facebook allows you to create a business page. Customers and potential customers then become “fans” of the page so they can see any links or updates you add about your business. This is a great site to offer information “bites,” to introduce new sales agents, and to publicize special offers. You can also use your business page on FB to steer people to your business website.
What About Blogging?
Most insurance agencies these days have a weblog. At least once a week, ideally several times per week, they add brief, informative articles, called posts, about trends in insurance, new laws that affect insurance, special deals they may be offering, and information about different agents and the agency itself. Leads can and do stumble on blogs, but blogs are actually more useful for lead nurturing. People are more likely to buy insurance from a company they know and trust, and blogging provides a way for people to learn about your agency and the expertise of your agents.
Whatever other marketing plans you may have, don’t overlook the power of social media marketing. It’s an inexpensive and effective way to capture new leads and nurture old ones.