In today’s business world, relationships are not built only on handshakes, they’re created with posts, applications, comments and other means of digital communication. If you want to reach people where they are you must reach them through their devices.
So how can agents harness this new world of online communication? Read on for some tips and tricks to master the art of digital relationship building.
We must start with social media because it’s the foundation of digital relationship building. You can think of social media as today’s lunch meeting, happy hour and face to face all wrapped up into one.
Use social media to build your digital relationships by implementing the following:
Related: Maximize your Social Media efforts
Social media conversations are conducted with likes, shares, and posts. Here’s some information on what they mean and how to use them to build your relationships in a digital world.
Like: Like and comment on your customers and prospects posts. This is like a quick hello in an online world. It lets your customers know that you heard them. It’s an acknowledgment. Just remember to keep it professional. Digital writing tends to be informal, but your social media communication must stay on point.
Post: Social media posts allow your clients to get to know you. Think outside of the box here. It’s good to share business and insurance related information, but don’t be afraid to get a little more personal. Posts about office events such as birthdays, employee anniversaries or team accomplishments are great ways to build bonds with your social media network.
Share reliable information: Social media is full of information, but it’s not all good information. Share the most reliable and relevant information available from insurance companies and state regulatory agencies that give good value to your clients.
Also, a blog is a great way to share information with your clients. Create and share regular blog posts based on common questions your clients ask.
Before digital communication, agents got to know their customers slowly over time. Much of that is now done digitally.
Examine your clients and prospects: There is a wealth of information available on your prospect’s and client’s social media profiles. You can learn about their marital status, interests, whether they own a home or car, where they live and their hobbies.
All this information allows you to respond best to their insurance needs.
Ask questions: This is a great way to do a pulse check on prospects. Throw out questions on social media channels asking how they feel about their financial future or if they understand how their insurance policies work. Be sure to acknowledge every response.
Good digital relationship building is a team effort. Encourage your team to engage with clients and prospects on social media and other digital channels.
Maybe Fridays you post a weekend related blog. Have a contest for your staff to see who can come up with the post that gets the most likes and shares.
Digital communication is real communication. That means it contains emotion. Be friendly, professional, helpful and relevant to your clients and prospects.
Related: Getting Millennials in the mix
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