Social media content is one of the biggest, and in some cases only, ways that an insurance advisor can get in front of clients and build a book of business in today’s market. But that doesn’t mean any kind of social media content will turn into sales; it has to be intentional, and I share what that means with my 3-step process in this coaching video.
Resources:
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Video Transcript:
This transcript was auto-generated. Please excuse any typos or grammatical errors.
In this video, you will learn a simple three step process to turn your social media content into a closed business. Shift your mindset. You see, a challenge for most insurance advisors today is they’re simply just not using social media content to drive any kind of credibility with their best prospects. You’re probably still stuck trying to create credibility with your top prospects, sitting behind cold calls and cold emails.
And not only are they just not effective as they used to be. It’s really hard to build any kind of credibility sitting behind a phone or a cold email, and you see if you want to grab your prospects attention today, you have to go where every single one of your prospects is hanging out, and there is one place everybody in this world hangs out today, and that’s in the palm of their hand in their smartphone.
So my question for you is how are you ensuring you are sitting inside your prospects phone, grabbing their attention, and there is not a more effective way to do that then social media content. Now, I know you’re not convinced that social media content can help you grow your business because you have spent all your days on platforms like Facebook and Instagram, where everybody is just showing the magical one second snapshot of their world.
But I’m going to actually teach you how to use it for business purposes to drive the best prospects to you. So let’s dive into the three step process. Step number one. If you want to create effective social media content, you’ve got to become known for one thing. You can’t try to be the jack of all trades. Stop trying to throw a bunch of different stuff up there hoping something sticks.
You gotta get focused. What is that one thing you do as well as anybody in your market? And I want you to focus 80 to 90% of your content on that one thing. Is it a niche that you own? Is it a product that you know better than anybody else, a strategy, a skill set, whatever that one thing is for you?
I want you to spend the majority of your content focused on that one thing. This is how you build thought leadership, which leads to step number two. Who are your top 3 to 5 prospects today? Write those names down. Who are the 3 to 5 prospects that you want to open the door with? Or maybe the door is already open and you want to move them down the sales pipeline and ultimately to the finish line.
Write the names of the businesses you are trying to do work with today. The dream clients that you want to bring into your portfolio. Who are they? Which leads to step number three. Now that you know what you do best, who your top prospects are. Your number one job is to ask yourself, what do I need to teach these 3 to 5 prospects to give them the confidence to hire me?
And that’s step number three. Leverage your content. Use your content to teach your prospects, your top prospects, what they need to know to give them the confidence to hire you. Whether that’s writing articles, recording videos, or just making text post, I don’t care. Use your content to build thought leadership with your top prospects, because if your content attracts them, guess who else it’s going to attract other really top notch, high quality prospects.
You see, this is a very simple three step process. We leverage here a complete game consulting to constantly put our content in front of the right people. It’s about consistency, but it’s also about focus. So if you leverage these three steps, you will ensure you are creating credibility with your top prospects through the channel of social media. Now, let me give you an example of one of our clients who has used this beautifully.
Two years ago, he was participating in an RFP. He was going up against seven other high quality advisors, and they were throwing a curveball. After the final presentation, they were told that there was going to be a two month blackout period where they could not reach out to the prospect, and the prospect would not be making the decision.
Our client thought they were done. There was no chance for them to win the business. But here’s what he did. He made a commitment that every day when he crafted his content for social media, he was creating content directed specifically at that one prospect. He was using it thought leadership. He was getting very focused on what he did best, and he directed that content at that top prospect.
And guess what? He won the business and was told. One of the main factors in choosing him was the amount of credibility they had with him because of the content they felt like it was speaking to them. Now this same client in a second scenario, won business because he spent an entire year directing content at the type of prospect that would land the one he ultimately landed last year.
And here was the best part. He met with this prospect a year before as a referral. They told them they had no interest. So he went about using content to change their perspective. For the entire year. He directed his content at businesses like him. They called him ten months later, they brought him back in. He thought he was going to have a lot of work to do to win their business.
But when he started up showing him what he could do to help, they said, stop. We’ve already seen enough. We’ve watched your content for the last 12, ten months. We’re ready to go. We just want to know what it’s going to take to hire you. This is what it means to use your social media content to drive credibility and closed business with your top prospect.
So my advice for you leverage these three steps. Get focused on what you do best. Where is your subject matter expertise? Focus your content there. Look at who your top 3 to 5 prospects are today, and then leverage your content to teach them everything they need to know to hire you. And that is how you will create a powerful credibility driving, driving, closed business driving strategy with the power of social media content.
Business is no longer about who you know. Business is about who knows you. In a noisy industry like we’re in gang, you got to get people to know who you are.