- Social Media Tip: In the “Thank-you Economy” don’t outsource or automate your thank-you’s.
- Social Media Trend: Community building skills are becoming more important than pitching or selling.
Social media marketing is not a one size fits all approach and businesses need to recognize that they need to create a strategy for Facebook Marketing and a different one for Twitter Marketing. Even businesses and people that have been using social media for a time have failed to pick up on the nuances between the two and, therefore, have seen limited success.
I always advise people that are starting out to just pick two social media channels to begin with and get them down for several months. I am a strong advocate of starting with a blog because it becomes your “home base” where people learn more about you and your services. For more, information you can read my article on “Get in My Business! Using a Blog to Attract Customers. The blog provides a place to generate content for either your Facebook Marketing or your Twitter Marketing.
Facebook Marketing = Business to Consumer
One of the big distinctions that I see is that Facebook Marketing works best Business to Consumer. Facebook is much more personalized and therefore, the way you approach your Facebook Marketing should be more personal, too. If you are a consultant, real estate agent, insurance agent, then creating a Facebook Fan Page with your blog would certainly be the way that would generate more leads for your business.
The key is that you must connect and engage with them and generate new “fans” all of the time. Posting interesting articles in your area of expertise that relates to their problems will encourage interaction.
Posting photos, communicating events in your community, asking for opinions are all good ideas to keep your fans interested. If you partner with other businesses you can also offer special promotions for your fans and encourage them to do the same.
Facebook marketing is all about getting shared and recommended by your friends to their friends. Posting can be done several times during the day, but 1 – 3 times a day is a normal amount. Anymore and your fans and friends will become annoyed. Posting should always be from the perspective of not selling, but sharing information.
Twitter Marketing = Business to Business
Twitter is so much different than Facebook and beginners often fail to understand that the Twitter community is much savvier than the Facebook community. You almost need to “earn your right to be noticed and retweeted”. It is all about giving first and engaging with others on Twitter. It is not about advertising your business because it will be rejected immediately.
Personally, I prefer Twitter, but it does take more of my time because people are online at all different times. They have a Twitter feed that is usually only read when it is current. Meaning, your tweet from 9:00 a.m. will not be seen by most people when they login at 3:00 p.m. Beginners feel a need to go back and re-read twitter streams, but it is impossible to catch up. An average amount of tweets per day might be 5-15. Read the rest of this entry »
Ever so slowly, insurance agents are waking up to the potential of social media marketing and are trying to wrap their heads around how they can expand their referral base with some of the social media channels, such as Facebook. It seems so easy – everyone is on Facebook, right? However, without a Facebook strategy one could fail miserably. It is important to understand that there is a right way and a wrong way to market on Facebook.
Check out some of these Facebook Facts and Figures:
- 71.2% of all US internet users are on Facebook
- In 20 minutes 1,000,000 links are shared on Facebook
- In 20 minutes 1,851,000 status updates are entered
- In 20 minutes 10.2 million comments are posted
- Average user has 130 friends
- Average user is connected to 80 community pages, groups and events
- More than 650 million active users
- There are over 16,000,000 Fan Pages
Marketing on Facebook can get your product or service noticed by a wide audience. This audience extends far beyond your local marketing area which is why having a Facebook strategy is important. The potential to influence the buying decisions of your friends and their friends is what makes this a powerful tool.
You have more ways to get people you encounter online to tell the people they know about what you do, the insurance advice and products you offer and how you can improve people’s lives. It used to be just word of mouth, now it is online word of mouth that can work for you.
Why Insurance Agents Don’t Engage a Facebook Strategy
Whenever I ask an insurance agent where they get business they will tell me referrals. They have no problem asking their clients or networking acquaintances for referrals, but feel strange about using Facebook in the same capacity. Some of them even feel weird about letting their Facebook friends know that they sell insurance. I had this conversation with a Financial Services producer who was setting up a blog with me for personal branding and social media marketing. He barely used Facebook and had a hard time seeing how it would work for him. I believe that is the case for the older generation of insurance agents. They do not realize that on Facebook friends share information that they feel is valuable and when they “like” something it is the same as a personal referral.
A Facebook strategy is all about friends and fans. The more friends and fans that you have the greater exposure you receive when you offer value and engage with others. Read the rest of this entry »