To expand your company’s outreach efforts and spread the word about your services, utilizing social media may be the number one marketing technique that you’re not using correctly.
- Don’t Make These Media Mistakes
The first mistake funeral homes and preneed insurance agents make is assuming their clientele is not on social media. Let me just answer all related questions by saying: at this point, everyone is on social media in one way or another. It can no longer be ignored or put to the side for more comfortable “old-school” methods. Once you’ve accepted that social media is necessary, don’t treat it like a traditional marketing tool. Social media is about more than commercials, business cards, and contact information. Personality is necessary, and regularity is key.
- Incorporate Obituaries, Don’t Focus on Them
Social media feeds that solely consist of obituaries are not compelling for viewers. Gaining followers is half the battle, but the other half is keeping them engaged and acquainting them with who you are, what you do, and why they should care. Social media is most successful when these “business-y facts” are included among more personal touches and educational posts. Most people check social media every day, so your posts and updates should be regular and frequent.
- Interact, Don’t Inundate
The biggest difference between social media and more traditional marketing strategies is the agent-client interaction. With traditional advertisements, the agent’s motivation is to establish name recognition, educate potential clients, and invite people to learn more. With social media, the key is continued interaction. Posts or tweets or what have you are most effective when they spark a conversation. You want your audience to comment, ask questions, like, or agree with each and every addition to your media platform. This interaction is often visible to others, who then become interested in interacting as well. You’re looking to be a part of a community and establish a relationship with people who could become your clients in the future, as well as those who are currently clients of yours or who have used your services in the past.
- Use Your Employees to Your Benefit
Most likely, your employees are using social media on their personal time (and let’s be honest, during work hours as well). Use their knowledge by letting them contribute to a company Facebook page. Have one employee take over your Instagram page every week to get a variety of personalities in your content. Encourage a twitter competition where you reward whomever can think of the cleverest tweet every Wednesday. Encourage employees to be creative and communicative, and you may be surprised how much those millennials can bring to the table!
These four quick tips have gotten you thinking about your social media practices so far, but part of the social media game is research-based strategies and long-term plans. I encourage you to start with these basics and then turn up your internet game by really investing in this type of marketing.