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October 22, 2015 at 02:35 AM
Having an online presence is a critical part of building connections with prospects and maintaining relationships with existing customers. Many financial services professionals are now promoting their businesses online via social media and other digital channels to stay top of mind.
But changing up an existing routine isn’t always easy. Adding another channel to your marketing mix takes time to establish and grow, and figuring out how to incorporate a new communication outlet into an existing workflow or process of doing things may be a challenge initially.
Once established, though, leveraging digital marketing channels as part of your sales process can reap considerable benefits. Robert Edgin, who represents American National Insurance Company and its subsidiaries and affiliates, has integrated digital channels into his day-to-day in a meaningful way that drives real business results.
Here are five strategies that Robert and several other agents at American National have successfully implemented to optimize their digital presence.
1. Start With a Clear Goal
Think about your overall goals for your practice. Your social profiles and websites should enhance the activities you are already doing to meet those goals. Robert says that “95% to 98% of all new business is referral based.” He is at the point in his practice where almost all of his business comes from existing customers in the form of referrals or additional products and services. He uses social media as a way to connect with his current clients and foster productive relationships with them.
