Social Media vs Old Fashioned Marketing For Insurance Brokers: Which One Works For Us?

TikTok
Instagram
Facebook
LinkedIn

vs 

Phone calls
Direct emails
Mailshots
Networking

Insurance brokers seem to get thrown in to a category of old fashioned businesses that are hundreds of years old, once family owned but been acquired hundred times by financial giants so they tend not to get targeted for social media or even general marketing because is insurance just too dam dull?

I have first hand experience of being pushed pillar to post in the blue chip companies, prior to forming Saxon I was part of over 4 of the top global operating insurance brokers, I experienced exactly what it was like to never ever have to worry or get involved in social media for the firm I was working for. Then Saxon comes along and being a young business owner with already years of experience under my belt from business ownership I knew how to operate as a modern broker pushing the ‘unsexy’ out to a world that focuses on ‘sexy’. 

So this article details how we get involved in modern day social media marketing vs the old fashioned ways I was part of back in the day. 

Let’s discuss social media first to weigh up the benefits and drawbacks and then move on to the old fashioned ways we used to have to do it and then lets compare them.

TikTok. Thats a short and simple one for us, even me at 37 are too old for this one so that’s not even on our radar yet but watch this space, we have some spring chickens in the team, Saxon TikTok is coming to a smart phone near you!

Instagram. Good platform if you have the right content. Photo and video driven, your pics have to look spot on to get even the busiest interested enough to engage with you. But, it works, it gets you right amongst the others and by that I don’t mean insurance brokers because most don’t do it!

Facebook. Good for your immediate network, usually we find ourselves sharing our facebook posts to our network some of which are clients or for me most definitely I have prospective clients on my friends list. Do you?

LinkedIn. Great for targeting business connections, get some great content on LinkedIn and you should get some good response but believe me you have to get something interesting on there, don’t be afraid to post stuff on LinkedIn that takes someone off to your website to read more, it works well for that.

Let’s not forget though, if you don’t post regularly, and engage with others social media won’t work for you. These are not one way platforms, you post and engage with others to benefit the most.

We certainly do our best to remain active and even DMs work! If you don’t ask you don’t get right?

My question to you is, how much business have you done using your network vs social media. I think I know the answer, it is the same answer for us.

The last few weeks we have really put our traditional marketing hat on (keeping up social media of course) and pushed the phone calls, the emails (modern day equivalent to a typewriter letter sent by post) and even mailshots to a dedicated subscribed list of contacts reaching out to them to see…..how we can help?

I say it like that because these are the most powerful marketing words you can use in any of the methods we mention. Smashing out posts on socials pushing yourself as ‘salesy’ broker simply doesn’t work, no one like being sold to especially in a pushy constant way but everyone loves being asked how they can be helped. Gary V always says, don’t create but document. Socials work when you document your journey and business life. Networking works when you offer to help, and of course, say it with a smile on the phone while you’re standing up to give yourself the best chance of success.

In short, do both. Do them in a way you want to be approached. 

Good luck!