Consultants’ relationships with clients are built on trust and planning for the future. But at people outlook on their financial future It seems uncertain, trusted relationships are more important than ever. This is where social selling comes in.
For agents and consultants, this means that forming real relationships with clients and prospects online (and in real life, of course) is critical to achieving success in 2023. You can’t buy the trust of your existing or potential client base. You have to sponsor it – and social media is a great place to do that.
Social selling, or the use of social media as a tool for sales and relationship building, is located at the intersection of marketing and sales. It’s about using social media to showcase your expertise, build rapport with potential clients and existing customers, and ultimately expand your reach within the digital landscape. With a strategic approach, social selling helps you highlight the value you offer – and the products you offer – to existing and potential customers.
However, it is important to remember that social selling is not about gathering likes and followers on social media channels. The goal is to share your personality, knowledge, and sincerity with others.
Research has shown that Almost nine out of 10 Consumers base their purchasing decisions, at least in part, on authenticity. Social selling gives you the opportunity to amplify your key differentiators to create more long-term relationships. Remember: the longer you can retain clients, the greater the chance that they will turn to you because their life milestones require additional insurance and financial products. This is good for your bottom line.
Looking at social media from a social selling perspective will help you integrate it more easily into your daily selling practices. Keep these three tips in mind as you move into a social selling mindset.
1. Post original (because it really matters).
Social media should not be an integral part of your business. When that is the case, your audience can know, and so can the algorithms. Your social media posts should always be readable and appear to come directly from you. But most importantly, the topic doesn’t always have to be difficult. Every time you share on social media, it’s an opportunity for your personal brand to shine.
This could be sharing behind-the-scenes footage at your office, photos from a recent vacation, or even your own personal viewing of community events. Take all the personal things that have connected you to your potential and current clients in the past and build your publishing strategy around these topics. This can also include your personal commentary on an industry topic, advice on how to navigate life changes, and the financial decisions that come with them. Above all, be yourself. This is what customers want to see.
2. Find out if carriers offer social selling resources.
The counselor should not do this alone. Telecom companies are increasingly focusing on digital empowerment and social media. Make sure you take advantage of any social media content or social media management tools offered at the carrier level.
For example, your carrier may give you access to a content library filled with pre-screened, branded, and third-party content. This gives you material to promote strong and diverse posts along with authentic personal content. However, your posts should not only act as brand amplifiers. Also, be sure to share the things that matter to you, your business, and your customers.
3. Continue the conversation.
Posting on social media is just the beginning of your social selling journey. The more authoritative and relevant your content is, the more likely you are to generate engagement and conversation. Your willingness to participate will increase your brand visibility and strengthen the relationships you build online. Even better is the continuation of the conversation that starts on social media in the real world.
Digital-priority customers still look for human interaction and guidance, especially when making decisions that protect their future. Shifting your social media mindset to social selling not only secures an advisor position in the digital landscape, but also opens doors for business growth.
Nola Morris He is the Chief Strategy Officer at Denim Social. may be contacted at [email protected].
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