Mark Zuckerberg’s congressional hearing only re-affirms why it’s so important for all of us to take a deep look into our Facebook Marketing Strategy. The business and data advantages are beyond anything we’ve ever seen in the history of consumer marketing and advertising. In fact, my only concern about this media frenzy is that all of us, myself included are not utilizing this incredible tool to its full organic potential.
As a life insurance agent, the 2018 version of “Word of Mouth” means being the first person or company that other people think of, when someone mentions “I Need Life Insurance”. Then, converting that thought, to getting your name tagged in the comments, which can lead to an appointment. Its the current way we instantly connect. I mean let’s face it, at this point in time, nobody is making small business recs by picking up their phone jumping up and down with the exciting news about who to buy life insurance from. You get tagged on Facebook when someone asks about it. In 2018, even your own mother is sharing everything from cat memes to business check ins. This isn’t coming. Its here!
Whether you’re looking to grow your agency or simply develop some new client leads for yourself, you can accomplish this solely by positioning yourself to be ‘Top of Mind’ for the audience that follows you. You do this by maximizing your networking presence and authority over your competition. This is NOT and overnight process. This is one long term farming strategy which we will discuss in the next article to come. For now, Back to tactical advice.
So how do you do this with very basics knowledge of digital marketing? You can start by going to where the people are, and finding a creative way to tell your story to them every single day. Put some thought into your Facebook page design. If you’re not that great with design work or page set up, reach out to me and I can help do this quickly for a reasonable cost. Fill out everything. Invite people to it. Send your clients there. Even your lead turn downs. Send everybody there. If they so much as mumbled the idea of getting insurance from you but didn’t, send them there.
This will allow you to flirt with them for a few weeks before asking again. flirting with relevant content. It works. But If you’re only trying to close meetings on the first conversation, you only are making yourself appear that you’re looking for the sales equivalent of a one night stand. Some people just require little romance to win the, over, and you’re going to do this with content. Organic Facebook is by far the best place on the internet for Word of Mouth. This argument is no longer up for debate. It’s over. Like my Cleveland Cavs if Lebron leaves.
However, it’s important to understand that organically, Facebook is not really a tool that’s intended to be used for daily transactional behavior. At least not to your direct following. In fact; Direct Marketing your following too much can actually get really annoying and result in driving people leave your page which then, Facebook punishes you for by deeming you low in relevancy to your audience, and then giving your content less exposure. But, That’s for another conversation.
Think of it this way. You would never sit around watching a television channel that consisted of the same commercial for the same company over and over again. So why would we expect our followers to do that for us? The answer is- We shouldn’t
Facebook is a place to brand our services, in the form of regular content which brings awareness around what we do, in exchange for the value we give our audience in return. That’s how this environment works. People come here for content and viewing pleasure. By shoving unwanted solicitations in their feed, only becomes an irritation because it’s not what the audience came to our pages for. Which actually counter productive because that’s how you brand yourself as annoying, not helpful. So blend into their content feed like a Chameleon.
Find a way to communicate your message in a way that’s interesting, compelling to read, or invokes thoughtful emotion and gets you a positive reactions when the content is consumed. People always love to read good stories, and content that’s relevant to them. Anything else just gets ignored. Which that is never good for your brand.
Building your Facebook brand is a process. You have to care about quality or you become just like everyone else. Irrelevant. You have to groom it over time, and you have to keep it up to date, as the daily interactive brand that you want to see. But doing so farms plenty of opportunity, and production nuggets that fall out of the sky when you least expect it. Just remember, you can never give too much value. It always brings awareness, and awareness is currency in marketing.
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