If you’re recording a marketing video explaining your
services, your agency and what makes you unique, think
about how you would talk about it with a friend. If you’re
putting together a blog post on protecting your home or
mitigating risk for your small business, although you want
to convey your experience and expertise, you don’t want to
come off as difficult to understand because of the jargon. As
Siemering said, keep it “just the way we talk to our friends,
The other takeaway from NPR was the way they report
the news down to the individual.
As a result, everything becomes a
first-hand experience perspective.
It was revolutionary for radio. But
we can still learn from this today.
How often do you look to your field
agents or claims adjusters to bring
back the stories from the front
when you’re looking for something
to post about or communicate?
Better yet, what about using
Facebook Live to stream something
out in the field? Have you asked
your customer service representatives to report some of the common
questions, complaints or issues
your customers have? You can then
share them with your customer
base, presenting the solution you’re
taking to help stop your clients
from experiencing it again.
I believe in engaging people in
conversation. Therefore, successful
blogging requires dialogue; that’s
why most incorporate a comment
area. It’s about leveraging the relationship and demonstrating that in
everything you do.
Fortunately, technology supports
that level of engagement, as does
social media. Live-streaming video
platforms generally have a way
for your viewers to comment, ask
questions and share their reactions.
Even email marketing, when suc-
cessful, does it by personalizing the
message and making the message
personal; one is accomplished by
inserting merge fields to address the e-mail to “Rick”;
the other is done by composing the message as if you’re
speaking only with Rick.
There are several new platforms geared specifically to
the insurance industry for e-mail marketing, video streaming
and more. If you’re using a system that you like for commu-
nicating with your clients or positioning your agency brand
— or maybe you’ve got a great tool that promotes inter-
nal agency collaboration — drop me an e-mail or text me.
Maybe I’ll include it in that column.
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OakStreet.indd 1 16/02/17 5:33PM