Last week, we looked at several general ideas about social media that can help agents start off on the right foot, including these five key selling points:
- Social media is excellent for soft-sell marketing
- It’s a tool that naturally combines traditional business and personal environments
- It’s incredibly important for building online clout
- It’s a great way to build and maintain client relationships
- Social media becomes more valuable the older you are
This week, I want to introduce additional online tools that will help you target your market. Market research is essential to selling any product, and it is even more valuable in the mammoth online market. Before investing a significant amount of time and energy into social media, it pays to know where your customers are, so that you can choose which social environment will give you the greatest return. These three steps will set you up for success.
2. Upgrade your knowledge with the right services. Services are tools plus a lot more. These are usually fairly inexpensive at the lowest level, rather than free.
eCairn: eCairn is exceptional at helping a business research their unique social media niche, with services, such as blogs and RSS feeds, that help to identify sources and nail down specific demographics.
3. Gain a deeper understanding of your client base The tools and services above are essential for understanding the surface of your client base. However, the best and deepest search on the Web is still Google Search. Though time-consuming, a comprehensive search on Google will produce even more detailed results than any of the tools above. Combining several tools (say, Google Search and Kurrently) should leave you with an excellent idea of how your current clients participate in social media, and where potential clients might be.
For example, suppose an agent in the state of Michigan wants to increase her LTCI client base. She knows that many of her current clients enjoy boating and going to Florida during the cold winters.