SOCIAL MEDIA
Marketing on social media,
regardless of budget
Thanks to social media, you don’t need a huge budget or an ad agency to market your practice
well. Instead, with a strategic plan and a few helpful resources, you can craft an engaging,
professional image that reaches your target audience for just a couple of dollars per day.
Start small
If your practice doesn’t post regularly on social media, start there. It doesn’t cost anything
to maintain a presence on Facebook, Twitter, LinkedIn and Instagram, and seeing two to three
posts a week helps keep your business top of mind for prospects and clients. If you’re not sure
where to start, check out Life Happens Pro for a variety of social media marketing resources
built for financial advisors. Or, if you’re an MDRT member, the member toolkit offers a library
of customizable social media posts and branded imagery.
“Deciding on monthly
themes can also help
guide your content.”
Ana Sofia Rodriguez D., MBA, is a
15-year Qualifying and Life MDRT
member with two Court of the Table
qualifications. She is an Associate
Director at Grupo Inverseguros and
is located in Panama.
38
Perspectives
Q2 2020
Be strategic and professional
If you’re posting regularly, host monthly social media strategy meetings with your staff
to make sure you’re sending a strong, consistent message across each platform. Deciding
on monthly themes can also help guide your content. For example, if May’s theme is life
insurance, your posts can play off of Mother’s Day and remind your audience that purchasing
life insurance is one of the greatest gifts to show you care.
It’s essential your posts are professional and visually engaging, but you don’t need to spend
a lot on a graphic designer. If you’re more of the creative type, Canva is a free and easy-to-use
graphic design site. If you prefer to outsource, Fiverr’s search platform lists a wide range of
freelancers at a variety of prices, with some services starting around five dollars.
Put your money where your audience is
To ensure your posts are reaching your target demographic, select one or two posts that
did well organically and allocate a few dollars a month to “boost” them, testing which one
performs best with your target audience.
There are tools in each social platform to help you further identify and define your
audience and you can narrow based on age, gender, location and industry, though the level of
granularity differs among platforms. Once you plug in who you want to reach, the platform will
recommend ad spend. Keep in mind that the broader your audience is, the more you should
expect to spend, so it’s smart to keep it niche. For example, if your target market is new dads
in Chicago, arrange for your ad on life insurance to pop up on Instagram whenever a 22 to
35-year-old man walks into a specific hospital in Chicago.
Twenty years ago, we had no guarantee that the pricey ad we placed in the newspaper
would reach its intended audience. Now, it’s easier than ever to connect with our target
demographic when they’re most likely to need our services. The key is to post consistently,
keep your posts engaging and professional, and don’t be afraid to experiment with “boosting”
a post or two. You’ll be surprised at how easily you can turn prospects into clients, all on a
budget that works for you.