Engage with Social

Connect with your clients and prospects by creating original and authentic content

Jun 25, 2020

Providing prospects and clients with useful health care and health insurance information is a great way to connect with your audience, add value to current clients, and be seen as an authority in the industry. Sharing this information on your social feeds not only amplifies your message but connects you to a pool of prospective clients. Being a source of knowledge in the health insurance space important, but what’s more important is communicating with originality, being authentic and being human.

You might be thinking…I’m human, check. You might also be wondering what the difference is in being authentic and originality.

Originality and Authenticity
In a 2020 study by Hearsay Systems1, they found that authentic and personal content written by local advisors and agents had ten times more than content suggested by their corporate vendor marketing teams. You are a part of the fabric in your local community. You know what issues your clients and communities are facing better than a corporate marketing team.
 
You can take direction from content passed to you from corporate marketing, but look out into your community and get the pulse of your client base. Does this initiative align with them? If not, communicate what you see happening in the marketplace. If the initiatives do align with your clients’, include the corporate core message but craft the content in your own words. Your followers will know if you are passing along canned information. They see you as their knowledge trust in the area of health care.
 
Being Human
We all have lives outside of our work. You celebrate holidays and birthdays. You have hobbies and interests. Some of us have children, and all of us are dealing with what life throws at us daily. Your clients are human, just like you. While they come to you for advice on the best health insurance products for themselves, their families or employees, they might also be friends or neighbors.
 
Share your stories to connect on a human level. Are you volunteering in the community? Did you find a new health app? Or did you go fun trip with your family? Connecting with your clients and prospective clients on a personal level is a great way to build relationships and trust.
 
Engage with your clients and attract new followers. Post images of the family dinner in your backyard and ask others to do the same. Celebrate holidays and share what new hobbies you’re now finding due to the current pandemic.
 
A Sprout Social, Inc. study, #BrandsGetReal: What consumers want from brands in a divided society, shows that consumers want to learn more about people behind the brand. 70% of consumers feel more connected to a brand when their CEO is active on social media. You’re the CEO of your business and your brand.
Share what is happening in your life and in the community that connects to your clients. Customers want to feel connected to brands. 57% of consumers will increase their spending with a brand, and 76% will buy from them over a competitor. Providing exceptional service is essential and providing personal experiences is equally important.

Now more than ever, your clients and prospective clients are engaging with social media since face-to-face meetings and in-person group interactions are limited. They are looking for health information, career advice, sharing recipes and connecting with friends and family. Don’t be the post that gets in their way. Be a part of the conversation. Use your knowledge to help others and share your experiences to connect with others. You may turn a social engagement into a client and a friend.

Sources: Sprout Social, Inc.Financial Advisor Magazine
12020 Hearsay Financial Services Social Media Content Study

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