Life Insurance Prospecting for 2020: Use Social Media to Build Trust

Building trust.

It’s part of any life insurance prospecting you do for your business as an insurance producer.

Whether that activity takes place in person, in print or on the internet, without trust in the provider, the customers won’t come.

It’s almost as if Kevin Costner had it right: If you build it, they will come.

Life Insurance Prospecting With Social Media

1. Warm up to social media marketing

Have you constructed your social media marketing platform to prospect for life insurance customers?

Don’t cringe. The insurance industry in general has lagged behind in this regard. But that doesn’t mean you should ignore it!

We’ve relied on our tried-and-true marketing strategies for decades now, so why change?

Because your customers have changed.

They’re online, and they’re on the internet, looking for information about life insurance.

And they want to work with someone who will meet them there.

2. Learn the ropes

That’s why you need to build your social media presence and shift some of your life insurance prospecting activities there.

But don’t worry. You don’t have to abandon your familiar marketing strategies. You will need to tweak them, however.

So how do you become a go-to source of information on social media that can be trusted? It’s possible to combine social media and trust and make them a positive force for your business.

Here’s why:

• Social media lets you share your expertise.
• Your authority builds trust.
• Prospects using social media to gather information about life insurance will notice you.
• You can connect with these prospects and build a relationship that leads to sales.

3. What to expect when you dive into social media

So let’s debunk all of the scariness that is social media. Think of it as a place where you will simply talk about life insurance. We’ll call it micropublishing – but don’t let that scare you either.

Micropublishing is simply the process of creating short blurbs (140 characters on Twitter, longer posts on other sites), blogs that you’ll link to your profile, or an article on LinkedIn – and then sharing it.

You don’t have to take a course on social media, either, to learn how to do it.

Just trust your expertise and start writing. If you need help, hire someone to proof your posts and articles until you get the hang of it.

All you need to do is start sharing what you know, like:

• Stats on life insurance.
• Comparing life insurance policies.
• The affordability of life insurance.
• Who needs it.

And the list goes on.

4. Reap the rewards

Once you start building a library of authoritative content and sharing it on social media, you’ll establish yourself as a trusted expert.

That’s when things get exciting. Because you’ll stay top-of-mind, your audience will, at first, quietly notice the information and news you’re sharing. They’ll get to know you, find out that you care and that you have valuable information they need.

This is trust-building. And it will soon lead to prospects reaching out to you. In person. Via email or the phone.

Especially when they experience a life-changing circumstance, like a family member passing prematurely. They’ll have your content in mind and know immediately to whom they should reach out.

And that’s why life insurance prospecting on social media is a valuable use of your time.

Because if you’re not there, surely another insurance producer who is faithfully building a storehouse of trusted content will be connecting with prospects. And these may be prospects who AREN’T looking for information that tried-and-true way.

Get the most out of life insurance prospecting on social media

Don’t waste your life insurance prospecting efforts on what feels comfortable. Be where the action is. Build it – and they will come!