As the marketplace becomes more and more saturated with competition, brokers hoping to remain competitive need to modify their business practices, including how they reach and engage with clients. Using social media is a good place to start. Brokers can use the tips listed here to take advantage of social media platforms, using them to build and nurture relationships with clients and prospects.
6 Reasons to Use Social Media
Social media is a powerful tool if used strategically. While social media may or may not be the center of your life, it’s likely very much at the center of your clients’ lives, especially if they are among the millennial population. So, leverage its value and reap the benefits.
Brokers using social media:
1. Get in front of target audiences
Ninety percent of people aged 18-29 use social media, 35% of people over the age of 65 use social media, and approximately 33% of millennials admit social media is how they prefer to talk to businesses.
These trends are not likely to change any time soon because as today’s millennials approach middle-age, their consumption habits will continue to look like what we see when we look at how those in their 20's communicate on social media.1
This means, if you want to attract potential clients going forward, you need to be seen where they are hanging out, and that’s on social media. After all, one of social media’s great benefits is its ability to put you directly in front of key decision-makers and target audiences.
Post content on LinkedIn, Facebook, and Twitter. Because social media is user-centered, informative and helpful content is favored. Use social media to connect clients and prospects with what they need—from tips and tricks to industry trends and practices—informational content travels farther on social media than promotional content.
2. Connect with clients wherever they are
Social media never sleeps. Though your clients are not on social media 24/7, they’re checking it regularly. And, by using social media throughout the day, every day, brokers can make sure they’re connecting with clients, regardless of time and location.
According to Pew Research Center, Facebook is checked most often daily, followed by Instagram, Twitter, and LinkedIn. Brokers who want to connect with clients and prospects each day should post to Facebook daily.
3. Understand clients better
When you engage with clients and prospects on social media you get a glimpse of their personal and professional life, helping you learn more about who they are. You want to use such insight to customize how you engage with them.
For example, if you notice that a prospect just ran their first marathon, you might send a congratulatory note, and follow up sometime later with an article about health benefits available to those who take certain preventative actions.
Or, when you see a potential connection talking about taking the bus to work, engage with them. Eventually, you can steer the conversation toward discussing a commuter benefits plan.
4. Promote yourself and your business
Use social media to become an industry thought leader. Post value-forward information regularly, and you’ll develop a reputation as the likeable go-to expert.
Clients aren’t tired of receiving information from potential business partners, they’re tired of receiving yet another promotion.
When it comes to B2B marketing, brokers need to approach self-promotion differently. Instead of constantly tooting your horn, supply helpful information. Educate clients and prospects by becoming a source of answers, supplying webinars, blogs, and relevant news items.
When clients are ready to do business, your content will have primed them, and they’ll be ready to sign the dotted line with you.
5. Learn about competition
Not sure what your competition is doing? Check them out on social media and you’ll learn a lot about what they’re up to and how they’re networking. Don’t be afraid to borrow from them. If they’re doing something that’s working, add their tactics to your repertoire of social media strategies.
6. Network
Obviously, you’ll be using social media to network.
According to Statistic Brain (see chart below), people use social media to stay in touch, re-connect, and make new friends. These are all examples of networking.
Though you’ll be using social media for B2B purposes, the idea is the same—social media lets you connect, network, and grow your reach.
Using Social Media to Build Relationships
Now that you realize just how important social media is, it’s time to create a marketing strategy. This marketing strategy will be what guides you as you set out to build relationships using social media.
Build Your Strategy
To build your strategy, you first need to select the platforms you’ll use. Only concentrate on the platforms that will generate a return on your investment. For brokers, we find LinkedIn, Facebook, and Twitter are sufficient.
Execute Your Strategy
Once you decide on the platforms you’ll use, it’s time to look at how you will develop relationships on these platforms. We suggest making it easy by concentrating only on the following for now:
• Networking—Connect with decision-makers by using job titles to identify prospects on LinkedIn. Send a brief message to prospects, customizing it to reflect what you’ve learned about them through social media. This message will serve as your initial introduction, and from there, the sky’s the limit.
• Sharing value—Publish content regularly and focus on creating value-forward content. Remember you’re trying to position yourself as the likeable go-to expert. So, make sure you’re sharing your take on issues as well as helpful information and tips. If you want to share more personal content with your audiences, take advantage of Facebook Live or create and publish videos.
• Follow up—Once you establish contact with a client or prospect, you’ll want to maintain that contact. You’re building relationships, so be sure to nurture them.
Start Now
If you’re looking to gain a competitive advantage in 2018, time is of the essence. Create and update social profiles and start posting content immediately.
1. https://www.business2community.com/social-media/47-superb-social-media-marketing-stats-facts-01431126
