Using Social Media to Attract New Customers

By Rebecca Batisto

Using Social Media to Attract New Customers

Social media lead generation can be a great way to earn new customers, if used correctly. There are a few things to know and a few rules to follow, but if you stick with it, it’s cost-effective, and it works.

Facebook

It may seem that recently Facebook users have become less active, but with 2.2 billion monthly active users, you can be certain Facebook is still the social media king. The average Facebook user clicks on ten ads every month. But, getting your advertising right on Facebook can be tricky. For example, video ads get the most attention, but not just any videos. They need to be quality production or live videos. Building up a good business page (free of charge) is the best place to start. Post relevant information for the industries you target and the locations you serve, as well as special offers. Try to stay upbeat rather than taking a warning tone and focus on building relationships on Facebook.

Nearly 48% of social media users in the US say Facebook was the last platform on which they made a purchase.

Instagram

Businesses are showing up to Instagram en masse. Here’s why: 220 million users visit at least one business profile page every day, and two-thirds of those visits are from people who don’t necessarily even follow said business profiles. More than 150 million users say they’ve had a conversation with a business through Instagram Direct. Instagram is harder to manage than the other social networks we are discussing here, but reaching local customers is a little easier and it’s a great place to showcase the personality of your business.

Twitter

There are over 69 million Twitter users in the US. About 46% are daily users. Over 66% of the users on this platform say they’ve discovered a small-or-medium-sized business on Twitter, and 78.5% say they’ve tweeted at a company. Over 93% of Twitter users say they plan to purchase from a business they follow. Twitter is easy to update using a free tool like Hootsuite or Buffer and well worth keeping a presence.

LinkedIn

LinkedIn is the world’s largest professional network. It boasts 562 million users. A full half of its users are Americans with college degrees. And take a look at these sub-categories: 61 million senior-level influencers, 40 million decision makers, and six million C-level executives. Who doesn’t want access to all those consumers?

LinkedIn is also the number one social platform for lead generation. Ninety-four-percent of B2B marketers use the site to distribute content, and they’re having success with it. LinkedIn boasts fifteen times more content impressions than job postings.

The How of Social Media

Social media isn’t just about buying ads. Most people use popular social networking sites to engage with others. In other words, you can’t just put a bunch of facts down on your Facebook page or tweet out a bunch of boring statistics and expect that’s enough to bring in new business. It doesn’t work that way, and for good reason. In the insurance industry, relationships are key.

It used to be that relationships were built organically. Insurance agents could have unplanned and authentic interactions with their customers in the community. They may run into one another in the hardware store or sit a few pews away in church. Agents were easily able to build trust with their clients, and their reputations were good for life. But now, this happens online more often, and it’s rarely very personal.

A recent study found the public has mixed feelings about insurance companies today. Forty-seven percent of Americans trust them, but 43% say the opposite. And 72% of consumers find the insurance business lingo confusing. (Try planning a few posts that explain the insurance company language and you’re sure to get some “likes.”) Engaging your customers in conversation, answering their questions, and responding to their concerns and reviews can help win a few friends.

Speaking of reviews, your online reputation and interactions are crucial when you realize that 48% of consumers take online reviews into account when considering hiring a new service professional.

If you think your options are: have an online presence or don’t have one, you’re mistaken. Choosing not to have an online presence can be very bad for business. Almost everyone now depends on the Internet for many of the business decisions they make, especially when they need a quick answer to a straightforward question or just some basic information. If your profile isn’t up-to-date and you’re inactive on social media, you may lose out on potential customers who assume you’ve gone out of business.

At Normandy Insurance Company, we take our relationships with clients very seriously. You can find us on Twitter, Facebook, and LinkedIn, or reach us direct: 866-688-6442.

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