Social Media for Senior
Market Insurance Agents
Starting in Social Media Marketing
Senior Marketing Specialists University
www.SMS-Univeristy.com
Produced by Mike Gattorna & Sarah Speigle
For Agent use only. Not intended for the general public.
Social Media Marketing
“Social media marketing (SMM) is a form of Internet marketing that
utilizes social networking websites as a marketing tool. The goal
of SMM is to produce content that users will share with their social
network to help a company increase brand exposure and
broaden customer reach.”
http://whatis.techtarget.com/definition/social-media-marketing-SMM
Creating Your Brand
“Personal branding is the process of developing a “mark” that
is created around your personal name or your career. You use this
“mark” to express and communicate your skills, personality
and values. The end goal is that the personal brand that you
develop will build your reputation and help you to grow your
network in a way that interests others. They will then seek you
out for your knowledge and expertise.”
http://marketing.about.com/od/marketingglossary/g/definition-of-personal-branding.htm
SMS-University.com
2
Creating Your Brand: 6 Simple Steps
1. Who are you?
(First & Last Name)
Tip: Use the name you go by
Example: Robert Smith goes by Bob
2. What do you do?
Job title:
(Insurance Agent or Insurance Broker)
Where you work:
(Company / Industry / Geographical Location)
Interesting hobby:
Example: Licensed insurance agent in Columbia, MO – Scuba Enthusiast – Beekeeper
3. How can you help?
Typical Client:
Ways you help them:
Example: “I help seniors choose the best possible products for their insurance needs
through one-on-one guidance, customized presentations and frequent check-ins.”
SMS-University.com
3
Creating Your Brand: 6 Simple Steps
4. Brainstorm
Take a few minutes to write down as many words you can think of
that describe YOU. Shoot for 15 -20.
Some we love: Specialist, teacher, expert, listener, friend, etc.
Circle 3 that best suite you and your business style!
SMS-University.com
4
Creating Your Brand: 6 Simple Steps
5. Bring it all together
Follow this format using the information from steps 1-4.
Introduction: Steps 1-3 (who you are, what you do, how you help)
Question: Use a rhetorical question to get people reading more.
Answer & Explain: Take the 3 words you circled in step 4 and elaborate.
Tell people what qualifies you to be these things.
Tip: Use all caps to make the headers stand out.
Tip: Do not exceed 4 lines of text per header.
Call to Action: Tell them to contact you!
Signature: Your first name
Contact Information: So they know how to get ahold of you.
Tip: Don’t expect people to search elsewhere for your contact info.
Extra Tips:
•
•
•
•
Make sure to separate each section by hitting the
button.
Keep your language conversational. Including a lot of industry
lingo may confuse some potential clients.
Write everything from a first person perspective. (I am, I do, etc.)
Spell and Grammar check your work before saving and publishing.
See a real-life example on the next page!
SMS-University.com
5
Creating Your Brand: 6 Simple Steps
5. Bringing it together (cont.)
This is a great example of a quality branding statement. Thank you
Rachel, SMS National Marketer, for sharing your LinkedIn Bio!
My name is Rachel Brocksmith and I am a National Marketer at Senior Marketing Specialists as well as a
licensed Life and Health insurance agent specializing in the senior market. I am passionate about helping
agents around the country realize their full potential through comprehensive training, strategy meetings, and
tireless motivation.
Why me?
►MEDICARE EXPERT – I have extensive knowledge of Medicare and affiliated products that I want to share
with you! I oversee approximately 400 agents and agencies in 27 states, with an emphasis in Colorado, Kansas,
and Missouri. I am here to answer questions regarding Medicare basics and changes, applications, underwriting,
critical conditions cases, and anything else you can pull out of your hat.
►TEACHER – Whether you have been an agent for 30 days or 30 years, there is always something new to learn
about the ever-changing industry. With the help of SMS University and other resources, I train agents on crossselling, marketing strategies, specific carriers and products, prospecting, and more.
►INDEPENDENT AGENT – While I work behind the scenes with many agents, my knowledge of the senior
market also allows me to form relationships with those in need of Life and Health insurance. I thrive on helping
individuals acquire the best and most comprehensive insurance packages that cater to their specific needs.
To learn more about how I can help you, please reach out to me.
Rachel
800-689-2800
6. Application
Simply copy, paste, and add your completed branding statement to
your LinkedIn Biography, Facebook Business Page, Company
Website, etc.
SMS-University.com
6
Social Media Platforms
LinkedIn
Target: Professional referral partners
Audience: Business Professionals
What to post: Industry news, expertise, job listing
When to post: 7-8:30am, 5-6:00pm weekdays
How often: Once daily, at least weekly
Tips:
Photo: Professional headshot
Branding Headline: Make it unique
Change your URL: Searchable website address
Summary: Remember to answer who you are, what you do,
and how you can help.
Make it easy to read
SMS-University.com
7
Notes
SMS-University.com
8
Social Media Platforms
Facebook
Target: Maintain clients – Attract referrals
Audience: Friends, family, community
What to post: Short stories, promos, personal interests
When to post: 2-5:00pm weekdays, 1-4:00pm weekends
How often: 5-10 times weekly
Tips:
Business ≠ Personal
No Sales Pitches – Personal Network
Relatable Posts:
Stories about clients (with their permission)
Hobbies
Local Events
Set up a business page:
https://www.facebook.com/business/learn/set-up-facebook-page
SMS-University.com
9
Notes
SMS-University.com
10
Partnering
Start Now…
Senior Marketing Specialists can:
•
•
•
•
•
•
Give you content to post to your social media outlets
Provide additional training and educational opportunities
Contract you with the most competitive carriers
Support you and your office staff
Create marketing plans
And more…
(800) 689-2800
SMS-University.com
11