A shocking revelation the founder of Advisor, an online insurance brokerage marketplace, came during an educational webinar his company is holding for YIPs (young insurance professionals). This webinar discussed the power of personal branding and was attended by around 200 people. Jamieson was impressed by the fact that his young audience was inexperienced in digital marketing.
"I was a little surprised by that," he said. “If you think about this market, under 35, we still need to [educate] about the importance of being digital, having a great profile, sharing content, being a thought leader, having an opinion, being available, how to help. can A profession.
According to him, this discovery provides a significant opportunity for digital marketing education when applied to the insurance industry.
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First, he says, runners need to be more active.
"We think they need to share educational content, which might be a bit difficult in the advisory room, so they have to be generic," he said. "But if you think about it from a customer's point of view, they're trying to solve a problem, and oftentimes they're looking for that information, and when they find it, it's a way to build trust in the people providing it."
Anyone who educates customers with useful or relevant content or helps them solve a problem earns the trust of their customers and possibly their business, says Jamieson.
"The customer ended up thinking, 'That was an amazing experience,'" says Jamieson. "So when they have other challenges or other issues in the space, who do they go to? Of course they choose or contact that broker."
He says brokers who do well in the digital space are winning, growing and thinking leaders in the industry.
“Less-active people may be running great companies, but they're just lagging behind,” Jamieson says.
One simple step brokers can take to increase their digital presence is a good profile picture.
"This is something we educate people on because we know it makes a difference," he said.
Another measure is to publish content created by yourself or selected from other sources.
"You can be a resource that discovers and reuses other people's content, and that's great. It benefits and strengthens your position as a thought leader and expert," says Jamieson.
Then you need to comment on other broker's posts and interact with them.
"There are all the steps you can take, and if you do them across all the major platforms in an industry, all of a sudden people say, 'He's the one who knows everything about this.'
Jamison says it doesn't take long to get noticed at industry events. He said that a broker with an online presence for several years in a row can make "huge" profits.
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On advisory platforms, brokers positive feedback from clients can easily turn into social media posts.
"It really gives them good things to talk about on social media because they're like, 'Someone said this, it's like working with me,'" Jamieson said. It is the most effective and powerful social content and gets the most likes and interactions when shared.
Founder advisor recently attended ITC Las Vegas, a massive insurance technology event where he learned about the latest trends in the insurance industry, including the digital space.
According to Jamieson, major US brokers are consolidating to take advantage of new opportunities.
"What they did was create something called BrokerTech Ventures," he said. "They get together and create filters that allow them to determine what businesses they can run and which can help their core business."
According to Jamieson, the brokerage houses that make up this alliance are among the 20 largest companies in the United States, often employing more than 1,000 brokers and having up to 20 offices across the country.
"I think this is a very strong proposition and a very smart one because it allows them to focus on their core business and let others do the screening for opportunities they can take advantage of immediately," he said.