If you told me 20 years ago that I would be able to reach
out to millions of people with the touch of a button and a few keystrokes or
would be able to message on a one to one basis with hundreds of thousands of
people I would have said you were crazy.
With the ability to broadcast your voice and build a following of millions of
people there is so much opportunity and possibility but also so much noise.
Just think of your own personal internet lives… with all the noise out there, when
you really want to know or understand something, where do you go? I would assume
a source that you trust and agree with.
If I wanted to know about the latest developments in the automotive industry
would you be more likely to go to Fox News or the Car and Driver blog? I think
you see my point. You would seek out the
expert, the authority.
With that in mind, what are you doing for your own marketing and social media
presence? What do you post and share?
We here at CompleteMarkets know Insurance Marketing; we know
how to drive agents to those who covet them.
What do you do? Are you the
E&O specialist? Do you know about Roofers Workers Compensation like the
back of your hand? Become that expert
and state that as so.
Is there a new law or regulatory change… tell your audience,
explain how it affects them. This stretches far beyond just your current
audience reach. These “posts” live on as
online real estate, driving people to you through the search engines and
reposts. 49.2% of our 3 million monthly
page views come from either the search engines or one of our emails.
Now you might be thinking “but Jeff I don’t have time to be posting and coming up
with new things all the time.” That’s
fine, neither do I to be perfectly honest, but my team is always scanning the
insurance and marketing landscapes for things that would be interesting to our
audience.
Bottom line: Be an
expert and live in to it. Provide valuable and thought provoking insights
to increase your engagement levels and be perceived as the authority on the
specific subject matter.