A new e-book has been launched to aid insurance brokers and their use of social media.
Broker champion and founder of Get Informed, Kate Fairley, has teamed up with a host of social media experts to publish A Brokers Guide to Social Media which gives advice, tips and guidance on starting and building a social media presence across multiple platforms.
“A Brokers Guide to Social Media is really a great starting point for people to understand the basics,” Fairley said of her e-book offering which details the intricacies of Facebook, Twitter, LinkedIn, Google+ and blogging.
Contributors to the book include Susan Popovski, a director of content marketing agency SP Communications, and Nick Hill, director of Hillster Marketing.
“The key to social media is to be consistent and engaging,” said Fairley of social media’s role with insurance brokers and noted that a good social media strategy should include at least 12 months of active engagement and, after that point, it may be best to look for professional outsourcing.
“It’s really important to have goals and targets and know what kind of content to publish and when to publish it,” Fairley told Insurance Business. “For example, nine-to-five is not really going to get you the best results with social media, often you want to be posting material from 6 p.m. to 7 p.m. and maybe even later at 8 p.m. to 9 p.m. to get the most engagement with your audience.”
The book is filled with helpful advice like this to get brokers on the right track with using social media and what the best channels are for driving business. (continued.)
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“I think LinkedIn is probably the best tool for insurance brokers to use in terms of targeting SME business – which is what everyone wants.
“However, it is quite laboursome to use LinkedIn in that regard, to generate business. Twitter and Facebook are more of a passive medium. The longer you’re doing it, the more followers you have and the more engaged your audience is, the leads will come to you naturally without any work and I think that’s the biggest difference.
“LinkedIn is quite labour intensive but delivers results; Facebook and Twitter are less intensive but will deliver results in more of a long-term timeline.”
