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If you ask agents or advisors why they aren’t using social media or using it more often, you’ll likely hear that it takes too much time. We get it. Finding something to post about, creating a graphic, writing something insightful, posting to all the various social-media platforms—it takes time and energy. When those are in short supply, social media often gets put into the “too hard” folder. Meet Paul Mallett, an insurance agent who also works at a real-estate appraisal business. Would you believe that Paul runs two businesses and keeps up with his social-media posting in just one hour a week? His secret? Life Happens Pro. Staying Top of Mind Coming from a marketing background, Paul knows how important social media is to stay top of mind with prospects. His time, however, is limited. On Sunday afternoons, Paul logs into Life Happens Pro and takes just one dedicated hour to schedule all of his social-media posts for the week. Paul selects graphics, videos, and other media in Life Happens Pro and chooses the desired days, times and channels, such as Facebook or Twitter, for posting. He also adds his own commentary to the post, when possible. Paul selects graphics, videos, and other media in Life Happens Pro and chooses the desired days, times and channels, such as Facebook or Twitter, for posting. He also adds his own commentary to the post, when possible. “For me, the value of Life Happens Pro is the time I save,” says Paul. “I know that if I’m actively posting, I’m driving traffic to my website.” Once social-media users are sent to Paul’s site, they find other useful tools like the Life Happens embeddable Life Insurance Needs Calculator and a learning library of other articles and resources. Providing clients with easy access to accurate information lets them be in the driver’s seat when purchasing life insurance. Clients Are Ready to Buy Paul notes that “by the time people call me, they’ve gone through my website and done their research. They’ve already made a decision and are ready to buy; I simply look for any holes they might have missed and provide recommendations.” In terms of marketing resources, Paul attributes 80%-90% of what he uses to Life Happens Pro, from images to articles. In addition, he finds it user-friendly. “You don’t have to be an expert to use it. Fifteen minutes with Dee [Customer Success Manager] is all you need to set things up. It’s not as scary as some people might think. Most agents can do this,” he says. Paul acknowledges he hasn’t even scratched the surface of Life Happens Pro. It also allows agents to create personalized brochures and flyers, set up email marketing campaigns, and more. Fast Facts Paul Mallett: www.lifewithpaul.com/ Insurance niche: Term life insurance, disability Customer base: Young families, new home owners
A frequent question I receive from agents and advisors is, “How many times should I post on social a day/week/month?” The answer is that there is no one single answer for every professional and their specific social marketing plan and calendar. When you begin building and growing your social media following, you’ll add close associates, friends, peers, and customers. After that comes the hard work. You’ll have to attract new people to follow or like your pages by providing enough value that they’ll want to “stay” and continue to like or follow you. This is an important time. You’ll know when you post too much because you will lose followers. You have to settle into a rhythm that steadily adds new followers while retaining the old ones. On Twitter, it’s expected that you can tweet several times a day. Remember that you don’t have to tweet that many times a day but it’s normal. For an insurance professional on Facebook, I would recommend posting around three times a week. If you are posting plenty of “non-sales” posts, maybe a little more. If you see people leaving your community, you may be posting too much (or not providing enough value.) If you are at a point where you are frustrated by crafting and scheduling all these posts, you’ll want to take advantage of a social-marketing suite like the one that Life Happens Pro offers, which does the heavy lifting for you.