Digital marketing is more of an art form than a science.
Making that all-important emotional connection often requires a fluid, non-linear approach. That’s not to say static, broad-based strategies don’t have value. However, it’s important to keep your finger on the pulse and react to current events that directly impact your target audience. This approach is commonly referred to as real-time marketing.
For example, a recent Barrons.com article addressed a potential multiemployer pension crisis looming on the horizon. A collapse of the multiemployer system will affect millions of participants. This is obviously of great concern to your clients and prospects. By staying tuned into this unfolding situation, you can be the source of information and advice to those whose pensions are at risk.
Relevant, trending topics present you with an opportunity for conversation and engagement.
When you come across something of interest to your consumer base, focus your content on the topic. Share articles, such as the Barron’s piece linked above, on social media and through email. Offer your own thoughts and analysis via blog posts or videos. You could even go as far as to pick up the phone and call clients who could benefit from a one-on-one conversation about the subject. The point is to solicit immediate feedback or action from your audience.
A real-time marketing strategy is also useful around holidays or special events.
Good events to market around include tax season, college enrollment, and Life Insurance Awareness Month. However, real-time marketing is extremely valuable during these uncertain times. The last several months have seen multiple, sudden changes to the economy and the passage of new legislation (the SECURE Act or the CARES Act) that significantly impacted your clients’ lives. How are you addressing these changes? What are you doing to help your clients navigate these rough waters? Are you keeping your eyes on the horizon to make sure you can quickly respond to your clients’ needs? If not, the competition probably is.
Facebook as a real-time marketing tool.
Real-time marketing efforts come with a sense of urgency. You need to get your message out there as fast as possible and to as many people as possible. A strong presence on Facebook is one of the best ways to achieve this goal.
How strong is your Facebook game? If you need to enhance your social media marketing, the IAMS Facebook Marketing Guide can help. This guide was created exclusively for agents and advisors, and offers:
- A step-by-step tutorial on creating your Facebook Business page
- Advertising and Geo-targeting tips
- Best practices for posting and engaging your audience
Click here or call (800)255-5055 to request your copy.