Digital communication with clients is becoming increasingly important within the insurance sector. Businesses that utilise digital platforms to engage with their clients and community perform better. However, fostering a digital connection with clients, both current and future, can be difficult and, at times, baffling. With more people using more devices to access more information than ever before, where’s a broker to start?
We’ve put together a go-to guide on best practice digital communication for those ready to take
Consider your message, before you begin
One of the biggest challenges of digital communication is maintaining a clear message. The clarity of your message will depend on two things: a.) how well you understand your objective, and b.) how well you know your audience.
Objective: This is going to align with your business goals. Do you want to raise awareness of your business? Or encourage your current client base to consider other products? Or both? Knowing exactly what it is you want to achieve through your messaging will help you attract the right followers.
Audience: These are the right followers. These are the people who you want to have like, share and comment on your posts, tweets and blogs. These are the type of people you already do business with. Think about what it is that they want and be prepared to reflect that in your messaging.
Plan how you will disperse your message
It’s no good creating Facebook, Twitter and blog accounts if you don’t use them. They’ll just lay dormant in cyberspace, giving those who stumble across them the impression that the owner gave up. And that is not good for business.
The best way to ensure you utilise your digital platform is to have a plan. Start with the three Ws: where, when and what.
Where: don’t overwhelm yourself. It’s best to start small and be great at less, rather than bad at more. Master one platform at a time to avoid putting your business in a bad light.
When: decide on how often you will post, tweet or blog, and schedule it. Only plan what you can realistically manage, but stick to it.
What: this is where you utilise your in-depth knowledge of your audience. What do the people you want to service care about? Create content based on that. It’s really that simple. Staying relevant is important.
Use images, video and links
People like pictures. They like moving pictures even more. They are easy to digest and take less time to engage with than written content.
An easy way to maintain a presence on your digital platform is by posting images or videos relevant to your objective and audience. It also offers you an avenue through which to have a little fun. The hilarious cartoon you saw last week about business interruption insurance? Perfect. The industry video explaining what it is, exactly, that a broker does? Even better. Try a few things out to see what your audience engages with.
Including links to relevant articles can also be a useful way to offer your audience information.
Always respond to messages and comments. Always.
It is vital that you make the time to engage with your audience. Digital communication, especially on social media, should always be a conversation. If someone leaves a comment on your post, reply to it. If someone likes your page, like them back.
Consider digital communication as a sibling to your regular, face-to-face interaction. Would you ignore a client if they said hello to you on the street? Take the same attitude online.
The same goes for negative feedback. If someone posts a complaint on your public page, always respond accordingly. Ask the person to contact you via telephone to discuss the matter. Responding publicly shows the rest of your audience that you take responsibility for your clients’ satisfaction.