How a Top Life Insurance Sales Agent Uses Social Media to Sell
There are more than 385,000 life insurance agents in the United States. There’s a lot of competition among them.
If you’re one of them, you need to set yourself apart from all of the other agents out there. To be a top life insurance sales agent, you have to be fast and creative. You need to build a pipeline of leads that you can move through to close.
The good news is that you don’t need to buy billboards or magazine ads. You can do that with social media.
Read on to learn how to generate leads with social media and become one of the go-to insurance salesmen in your area.
Who Is Your Target Market?
Your success and failure on social media are determined by how well you know your audience. You have to understand the age of your audience, their life situation, and why they need life insurance.
You have to realize that your audience isn’t on social media to find a life insurance policy. They’re there to entertain themselves and relieve boredom.
When you know your target market, you’ll be able to hit them over the head with a pain point they weren’t thinking about. You’ll also be able to choose the right social media channels.
Take the time to complete a couple of buyer personas. These are character sketches of your customers that talk about who they are, how they spend their time and their challenges.
Pick Your Social Media Channels
Social media gives you many options to publish your thoughts and build leads. The problem is that you have too many options to choose from.
You could spend all of your time on social media and not reach a potential lead because you’re on the wrong social media channels. For example, your main market is 25-35 year olds who just got married.
If you’re trying to reach them on Snapchat, you’re only reaching a small percentage of that audience. About 25% of people between 30-49 use it and 62% of people between 18-29 are on Snapchat.
However, 87% of that demographic uses YouTube and 91% of people between 18-29 are on that platform.
You want to choose the number of platforms that are reasonable to master. Stick to 1-3 platforms and post regularly. Let’s say that you decide to post on Instagram, Facebook, and YouTube.
These are all good options, and they allow you to repurpose content. You can create one video and have slightly different versions to appeal to the different audiences on each channel.
Build Your Funnel
The reason why so many life insurance salesmen get frustrated with social media is that they don’t understand how it works. You understand that sales happen in a funnel.
You cast a wide net of people, and the number of people in your net gets smaller and smaller as they move down the funnel to become customers. Life insurance salesmen assume that if they post a few times, they’ll get a customer.
That’s not how it works.
Social media is a top of funnel tactic that’s used to build awareness and create a need for people who don’t usually think about life insurance.
Map out how you’ll move people through your funnel. How will they become leads? What’s your strategy for life insurance leads? Will they go to your website and sign up? Will you reach out to people directly through Facebook Messenger?
These are questions that you’ll need to answer so you have a system in place that will move people through the sales process.
Decide How You Will Build Value
This is important to spell out because you need to know where your audience is and the mindset they have when they visit social media. If they’re on Instagram, they’re scrolling through looking for workouts or food pictures.
You have to find ways to break through the noise and grab their attention.
It all comes down to value. How will you provide value for people who are in need of life insurance?
As an example, if you target young couples getting married, you can provide value by talking about starting a new life together. You can then talk about the need for life insurance.
Life insurance people have a fine line that they can’t cross in social media posts. You need to check with state and federal regulators to learn what is and isn’t acceptable to post online. These laws are always evolving, so it’s best to check before you post.
Get More Credibility
Once you have a decent-sized following on social media, you can add even more credibility to your name and life insurance business. You can start to reach out to podcasts and blogs that also target your main market.
Interviews and guest posts will broaden your reach and build even more trust with your audience as you’re seen as a life insurance expert.
People will look at your social media accounts to see if you’re worth having on as a guest or talking to. The reason why is mutual influence. They figure that if they have you on their podcast or blog, you’ll tell your audience and send traffic their way.
Hire Help If You Need To
Social media requires consistency and a big commitment. You want to make sure that you’re following up on your leads and doing other things to create leads.
It may make sense to hire someone to help you post things on social media. This will allow you to be consistent and do what you do best, which is to serve your customers.
Becoming a Top Life Insurance Sales Agent Through Social Media
Life insurance sales aren’t easy because it’s not something that most people consider or think they need. If you want to be a top life insurance sales agent, you have to put yourself in a position to be seen and get their attention.
That can happen on social media. You have to understand your audience and have a strategy in place for your leads.