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Practice Management > Marketing and Communications > Social Media

Make yourself an authority

By Myra Thomas

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If you’re looking to attract and retain clients, you’ll need to be seen as an authority in the field. You can achieve that with the right online marketing and thought leadership. Social media is a smart and relatively inexpensive way to bring your agency to the forefront with current clients. But it will take a savvy online strategy to capture new leads, and that’s where an effective digital marketing campaign can work for you.

Where to Start

It’s smart to go where your clients go. If they’re online on their smartphones and tablets, then reach out to them there. Develop a business strategy for Facebook, Twitter and LinkedIn, and make sure your clients know you’re there. Buy into the process and understand the value of using social media. It might seem ridiculous, but remember that most consumers and businesses’ first point of contact with a new business is checking it out online. Your current clients are sizing up your agency there, and your competition as well. You’ll need a professional website, for sure, but you’ll also need a social media presence to build your brand and establish your agency as a thought leader. Your presence shouldn’t be static either. Post on a regular basis and provide information that people can use.

Thought Leadership

It’s important to remember that on any given day, people are inundated with advertising and online news, as well as solicitations from businesses they deal with or frequent. Your business clients are no different. Their days are packed, so you’ll need to offer your current and prospective clients something they’ll want to read. Catchy ads are fine, but ultimately social media requires a company to go the extra mile and provide thoughtful and fun content to capture the attention of people who see tons of information flash by on their newsfeed. Provide frequent updates on ways to improve individual and employee health or offer tips that help your current and prospective clients better understand health and life insurance. Make sure your content is brief, as well as easy and entertaining to read. Be timely and forward-thinking, and comment on the news if it relates to your business or your clients. Be interactive, and respond to people who connect with you on Facebook or Twitter.

Delve into Digital Marketing

If you’re looking for an integrated marketing approach, then digital needs to be a part of it. Whether it’s search engine optimization and marketing, location-based social media, or more, digital marketing is something that an agency simply can’t ignore if it wants to grow its business. Even smaller agencies can benefit from establishing themselves online and using digital marketing to help build their brand and reputation and, ultimately, generate leads. But you’ll need to find the right partner to do it for you. Look for experts in the digital marketing space who are particularly skilled in helping a business of your size and makeup. Check out the work they’ve done for other companies. With the right digital marketing campaign, you’ll get your agency’s name in front of the right people.

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