social media booklet 0414 - naifa blog · consider these tips from online marketing strategist greg...

NAIFA’SSOCIAL MEDIA SITES

HOW

CAN WORK FOR YOU

Engaging clients with content on the valuable role of the agent in insurance and fi nancial services

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Whether you’re a fan of social media, a critic, or you fall somewhere in between, social media has become a mainstream way of communicating for businesses and individuals.

If you, as an insurance professional, utilize social media as part of your practice, you probably agree that social media is not the answer to securing new business. It’s also not meant to replace the marketing strategies you have in place to attract and nurture your clients. While social media works for large brands like Coke and Pepsi as a strategy to grow consumer loyalty and engagement, agents and advisors should consider social media as a supplement to their client communications.

Consider these tips from Online Marketing Strategist Greg Preite:

1. Think of social media as an extension of the education you already provide your clients.

You may spend countless hours talking with clients about strategies to grow and protect their assets. Social media allows you to share more of this valuable information with more people. In the process, you build your cred-ibility and online presence. From now on, when you hear the words “social media,” think “information sharing” instead.

2. Recognize the importance of blogging and email.

“Social media” is not only about Facebook. For most agents and advisors, the best social media strategy is consistently posting valuable information on social media platforms such as LinkedIn, and then emailing that con-tent to your clients. New business could come when you’ve done this long enough and your clients begin to share the information with their friends, which could result in referrals.

Is social media a part of your practice? If so, read on.

LinkedInNAIFA Linked In Group

If you are on LinkedIn, make sure to join the NAIFA National Group to converse with a network of 5,000 NAIFA members. Post, share and comment on the page.

YouTubehttp://www.youtube.com/naifavideo

NAIFA’s YouTube channel videos on mem-ber benefi ts and coverage of NAIFA’s past annual conferences.

If you utilize social media in your practice, you may be using it to promote your business, products or services, or people in your practice. Social media also can be used to communicate messages about the value of what you do in helping your clients secure their fi nancial futures.


Twitter@NAIFA

If you are not following NAIFA from your twitter account, fi nd us (@NAIFA) and click “Follow.” Retweet content you think would be of interest to your followers and add your own comments as well.

Facebookwww.facebook.com/NAIFANational

If you have your own Facebook account, “Like” NAIFA’s Facebook page so you can see our content in your newsfeed that might be of interest to those in your network. You can “Share” the link to have the post ap-pear on your wall, and be sure to “Like” and “Comment” on the NAIFA posts.

3. Accept the fact that you can’t measure ROI the same way as you do with advertising.

With social media, you can measure things like Web traffi c, page views, click-through and open rates to determine if you are reaching your audi-ence, but it’s unlikely that you’ll get a phone call from someone wanting to buy a product because of a Facebook post or blog article. So why do it?

Here’s why: The buying habits and practices of the public have changed drastically in the last decade as consumers have become more informed, cautious and demanding. The Internet provides them access to a wealth of information. It’s up to you to build the credibility necessary to secure relationships, and that extends beyond face-to-face meetings and into cyberspace. People want to be able to fi nd you and “check you out” online, so you need to have something valuable and worthwhile for them to fi nd. A well-planned social media campaign provides the type of information to cement the relationship. People will rarely make a decision to use you solely from your social media efforts, but they will often use social media to con-fi rm or reject that decision.

How NAIFA’s Social Media Content Can Work for You NAIFA posts content on a range of topics about insurance and fi nancial ad-vising. If you are permitted to engage in social media and have established a professional presence on LinkedIn, Facebook or Twitter, NAIFA’s industry-related content is available for you to “Share,” “Like,” “Comment” and Tweet to your own networks.

This guide is designed to help you become familiar with NAIFA’s social me-dia content as you engage your clients with information about the value of our industry and the role our products play in securing their fi nancial futures.

BUT REMEMBER: Before you partake in any social media activities, check fi rst with your compliance offi cer.


NAIFA Blog www.naifablog.com

CONTENTBusiness and legislative news about the industry with a focus on “the role of the agent”

AUDIENCEConsumers, Legislators, Members, News Media, Financial Services Organizations

The NAIFA Blog provides timely analysis, context and commentary on important issues shaping the industry.

NAIFA’s Social Media Platforms

Much of the NAIFA Blog content is focused on the valuable role of the agent.

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Advisor Today Blog www.advisortoday.com

CONTENTSales & Marketing Strategies, Business Advice for Insurance Professionals

PRIMARY AUDIENCENAIFA members, prospects and other industry colleagues

Share sales and marketing tips with your colleagues

Like Advisor Today maga-zine, the AT Blog provides practical information, sales ideas, resources and strategies to help NAIFA members succeed in a competitive environ-ment. This blog is for you – the NAIFA member. We encourage you to com-ment and share the content when conversing with other insurance professionals so you can exchange ideas and best practices for the benefi t of all NAIFA mem-bers. (And spread the word to show prospects what they are missing by not receiving the print edition on a regular basis!)

Look for the Role of the Agent tag for content that would benefi t your clients

Share content that is tagged “role of the agent” with your clients, consumers

In many posts, there is an underlying theme of the valuable role of the agent. These posts often are tied to current industry news, and they reinforce the importance of what you do. When posting content to your network of clients and consumers, these posts will serve to remind them that agents are need-ed, now more than ever. Look for the “role of the agent” tag at the bottom of each post to quickly spot content that you should share with your clients.


Show colleagues you are up-to-speed on industry news by posting this type of content to your network of professionals

Share industry news with colleagues and other professional audiences

Show that you are up-to-date on industry issues by sharing content that reports on the status of tax, fi nancial services or healthcare reform. This content also is tagged at the bottom of each post, so we encourage you to share those pieces when your social media platform reaches your audience of legislators, members/colleagues or the news media.

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social media booklet 0414 - naifa blog · consider these tips from online marketing strategist greg...

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