Our team recently attended Adweek’s Social Media Week, one of the largest social media conferences of the year. Throughout the sessions, there was a major theme: creator-based content and marketing is dominating every network, and it’s not going anywhere. Customer expectations have evolved, forcing brands to provide a more personal, authentic experience on social media. 

Creator-based content isn’t just influencing: it’s a completely new way to think about how brands should craft their social media strategy. The good news? This new approach to social media can work for any brand, including financial institutions. Coming out of the event, we saw three major trends that financial marketers should pay attention to as they look to grow and find success on social. 

1. Authenticity is everything. Long gone are the days of staid brand marketing. Consumers want to know and connect with their social media connections, rather than just interact with faceless brands. They expect to be met where they are, when they want it. By using an approach like social selling, consumers know that they are talking to and hearing from a real, human person. Financial institutions that adopt a more personalized strategy will build trust through authenticity and prevail over those that don’t. 
2. User-generated content is here to stay. With user-generated content, brands give their teams the freedom and ability to find their voice on social media and make a name for themselves. Put simply, UGC is any content created by an individual that is used to promote a larger brand or organization.  It also shows customers the more human side of a brand, by allowing them a glimpse into the “real life” side of a product or service. For an industry like financial services that is built on relationships, social selling provides a perfect way for intermediaries to create and share user-generated content that is rooted in the interactions they have with customers every day. 
3. Social media is part of a bigger picture. With social media having become a natural and seamless part of everyday life for most consumers, brands have to adapt to meet their customers on various channels. It’s no longer a need-to, but a have-to for those looking to stay relevant with the modern customer. Today’s users look to social media as a search engine, a relationship-building tool, and a primary mode of communication. While this can seem overwhelming, the reality is that there are more opportunities than ever for institutions to reach their audiences with the right information at the right time. 

While content and context might vary, these social media trends are universal. For financial marketers in particular, social selling can help foster success in a new era of digital marketing. Real relationships and trust will always be the most important things, and social media can strengthen and multiply them. By giving loan officers, advisors, and insurance agents the ability to find their voices on social media, they can reach many more audiences in more authentic and personalized ways. Start creating a more effective social media strategy today with our Social Selling Guidebook for Financial Institutions. 

This guide will help financial services marketers understand why social media should be a core component of their marketing strategy and showcase how the collective reach of their intermediaries’ social media presence can be harnessed to more deeply connect with prospective clients, position producers as thought leaders in their communities, and, ultimately, build trust with clients that translates to positive business results.

It’s called social selling and it works.

Many consumers — especially Gen Zers and younger Millennials — turn to social media for everything from financial tips to banking suggestions. Recently, even more have begun favoring trendy social media sites over Google for their basic search needs, opening up new opportunities to reach customers.

If this piques your attention as a marketer, you’re not alone. Across the financial services sector, marketing professionals are finding renewed interest in getting bite-sized financial advice from influencers online. As such, they’re designing digital marketing strategy plans that include social selling. Whether you’re a social selling expert or you’re not really sure what it is, learning more about social selling tools and strategies can lead your team to success.

Social Selling: What It Is — And What It’s Not

People new to the art and science of social selling often assume it’s the same as having a social presence. For instance, marketers frequently tell us that they’re focused on social selling because they have a Facebook, LinkedIn, Instagram, Twitter, or other social business profile. While all financial institutions need a presence on social media, social selling involves far more than being findable.

If you don’t already know, social selling is a savvy marketing strategy that invites your institution's associates to participate in the marketing efforts of the brand. By leveraging these individuals’ personal networks and relationships, you humanize your brand by putting a face behind the message. What better way to connect with humans than to embrace the humanity of your organization on social media? Social selling makes your posts more visible, more engaging, and more shareable. If you want to build thought leadership and start meaningful conversations with prospects and clients, social selling is a great way to start.

To fully take advantage of social selling, you must empower intermediaries in your institution to produce and deploy social media content. These intermediaries should be the folks who are on the front lines for your brand: Think loan officers, agents, and advisors. When intermediaries post content to their personal social networks, prospects interface with your brand on a more personal, human level.

Let's remember that relationships are the bedrock of the industry. Social selling extends those relationships online. Existing customers can reinforce relationships with your agents. (Not to mention the extra reach gained from leveraging so many personal networks.) Prospects can start to build new relationships. As followers grow, intermediaries’ social accounts become part of your organization’s lead-generation machine.

When handled correctly and proficiently, social selling leads to huge gains. Case in point: LinkedIn notes that people who excel at social selling have a 51% higher likelihood of reaching their sales objectives. That’s a big reason to try social selling. However, marketers may feel daunted by the potential challenges around implementing a full-blown social selling program.

Separating Social Selling Facts from Social Selling Fiction

There are plenty of myths that marketers like you have been told about social selling. The first is that it’s a “black hole” where time goes to disappear. Supporting multiple intermediaries on social media can sound overwhelming — maybe even impossible — but with the right social selling tools, it’s easy to support even hundreds of intermediaries simultaneously. The good news? We engineered our social selling platform to ensure you can scale up quickly and easily. It’s possible to start with a few intermediaries, do some solid test runs, and then go for the gusto.

Another misconception about social selling is that it takes too long to work. Sure, social selling isn’t a fast fix, but it pays off in the long run. The authentic customer relationships you can build by humanizing your brand through intermediaries is a “trust investment.” The connections developed between intermediaries and followers have measurable impact on KPIs over time.

Changing social media algorithms is another challenge that can frustrate even the most seasoned social media marketers. If the past few years have taught us anything, it’s a matter of when (not if) social media algorithms change, so you need to be ready to adapt your marketing strategy accordingly. Social selling allows you to keep your social media marketing agile. As networks’ preferences shift and search-driven social use accelerates, you can funnel more funds and efforts into organic posts from intermediaries or personalized paid ads that supplement branded content, all as a part of your social selling strategy. Adaptability is the name of the game.

Supporting a social selling program isn’t nearly as formidable as it may seem on the surface. Of course, you still need to be sensible when mapping out your strategy to bring your social selling strategy to life. The best way to do that is to keep a few social selling realities in mind.

How to Maximize the Benefits of Social Selling in 2023 and Beyond

The social media sector is always changing, and the shifts should inform your social selling strategy. Here are some hints for making the most of social selling this year:

1. Think content “snackability.”

Lean content is in, and diatribes are out. Short-form content like pithy videos, mini-infographics, and captioned images are capturing viewers today. In fact, 57% of YouTube’s Q2 2022 views were short-form videos, nearly triple the same rate as the year before.

How can you be sure your snackable content grabs viewers’ attention? Think "edutainment" over pure education. Sure, more than 89% of TikTok visitors want to learn about finance through the app. But they want to be entertained, too. Your job is to help your intermediaries create and publish clips that marry great advice with great memorability.

2. Treat intermediaries like influencers.

Influencer culture is thriving on social media. Your intermediaries should treat social selling as an opportunity to raise their “influencer capital.” They don’t have to raise a huge following to build their expertise and credibility as thought leaders in their communities.

You may have to work with your intermediaries to help them showcase their personalities in fun — and compliant — ways. For example, by working with a social media tool such as Denim Social, you can create exciting content for intermediaries to post. You'll also have access to extensive content libraries. Our recommended content has been pre-vetted, making it compliant and appropriate for your target audience.

3. Give the people what they want.

You might think social media would be the last place people would turn to for advice about money, but not anymore. Finance-focused influencers are attracting a significant audience of young, curious adults. In fact, Gen Z is five times more likely to get money management tips on social media than Millenials and Gen X.

Now that more consumers are looking for answers to their financial questions through influencer personalities, you have a key opportunity to provide that content. Whether you use a comprehensive content library to empower intermediaries (like the one our platform provides) or encourage them to create their own content, offering prospects and clients the advice they crave is a great way to connect with them on issues they care about. Use your associates' social selling content to show clients that you understand their problems and want to help provide solutions, and they’ll come back for more.

Fuel Your Social Selling Engine With Denim Social

At Denim Social, we help turn your team into social selling pros and establish your brand while building authentic relationships on social media. Our platform is designed to cultivate the entire social media marketing experience with publishing, advertising, landing pages, and all sorts of purpose-built features for regulated industries (like finance). We know that supporting a social selling program can seem intimidating, which is why we provide comprehensive support from our experts.

When you start using our social selling platform, we offer customized team training and educational resources. We tailor your experience based on your institution’s needs, which includes picking early adopters to get your social selling program started. Additionally, we offer an online academy to ensure your intermediaries' learning remains continuous and robust.

When your intermediaries are ready to start posting, Denim Social will help select content from rich, customized libraries. Your intermediaries can pick content on their own or with your assistance, but you’ll never worry about hearing, “I don’t know what to say!” Finding perfect (and compliant!) content is a breeze with Denim Social.

In our time working with clients in financial services, we’ve learned that social selling in financial services can be an incredible boost to your marketing efforts. We also recognize how important it is to take industry rules and regulations into consideration every step of the way. Not only does our software empower social sellers to take content into their own hands, but we’ve also designed it to flag potentially non-compliant content before it goes live. That’s filtering that you can count on to proactively protect your brand reputation and mission.

There’s little doubt that the future of all digital marketing, particularly for relationship sales and marketing professionals, involves a mixture of social selling and other digital sales strategies. However, you don’t have to be a social selling expert today to integrate it into your processes. Just make sure to surround yourself with the right social selling tools, training, and partners to start making online connections with new customers via your intermediaries.

Want to learn more about leveraging our social selling engine for your brand? Contact our experts at Denim Social to request a demo of our breakthrough social selling platform in action.

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What Is Social Selling?

Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business. 

Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships. While this has traditionally been done in person for financial services, the digital landscape offers endless possibilities for relationship building. By now marketers and business leaders are familiar with social media and see the opportunity to build their brand, but most have only scratched the surface. To truly unleash the potential of social, financial institutions need to use social media as a sales tool. 

It’s called social selling and it works.

Social selling is just what it sounds like: using social media to sell a product or service. It’s leveraging social to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will eventually lead to sales.

Social selling is the perfect crossroads of marketing and sales. It enables intermediaries – like loan officers, financial advisors and insurance agents – to add value to the customer journey where there wouldn’t otherwise be an opportunity. Savvy marketing and sales teams unlock the power of relationships with social selling, enabling intermediaries to compliantly communicate, share and sell on the social channels of their choice.

Consider this: employees have 10x the reach and drive double the engagement compared to brand pages on social media. But it’s about more than likes and comments, social selling can transform social media into a revenue driver for your institution. Sales reps who regularly share content are 57% more likely to generate leads. The numbers check out, but social selling is also about building the intangible relationships that are the lifeblood of the industry.

The Intermediary is Here to Stay! Social Selling is a non-negotiable to drive a modern marketing strategy.

Products are increasingly digitized and direct-to-consumer business is on the rise, but that doesn’t mean the role of the intermediary is going away. It’s just changing. The way agents, loan officers and advisors interact with digital products will look different from the past, but the role of the advisor will always be needed. Human connection will remain a meaningful part of financial transactions. As expectations change, marketing and sales teams need to meet consumers on the channel of their choice. Social media isn’t going anywhere. It’s where consumers are interacting with each other, looking for advice, and looking for thought leadership on important life topics. This means intermediaries and producers have to be there.

My brand is on social media, so we’re social selling, right? 

Not quite. If your brand is active on social media, you’re off to a great start, but you’re leaving opportunity on the table if you’re not empowering agents, loan officers, advisors and more to share on social. If you only have brand pages, you’re not social selling yet.

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Watch Here: Beyond the Brand | Social Selling Best Practices

Forward-thinking marketers understand the power of social media at all stages of their marketing funnel. From awareness and consideration to loyalty and even advocacy, social and digital channels can and do inform purchase decisions. Financial institutions are catching on — more than 90% of the 50 largest banks are currently on Facebook, and 88% have active Twitter accounts — but being on social media doesn’t equate to a strong social media strategy. Today’s digital market requires an integrated strategy that meets target audiences throughout the buyer’s journey. This means investing in paid social campaigns alongside organic and driving deeper relationships with customers through social selling.

Sounds easy, right? While marketers may understand the strategies and costs associated with modern social success, senior decision makers may still need educating and persuading. That’s why it’s essential to be able to effectively communicate the benefits of integrated social media strategies. In addition to intangible benefits like building trust and humanizing your brand, both organic and paid social selling strategies offer metrics that enable marketers to prove value.

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The Intermediary is Here to Stay: Products are increasingly digitized and direct-to-consumer business is on the rise, but that doesn’t mean the role of the intermediary is going away. It’s just changing. The way agents, loan officers and advisors interact with digital products will look different from the past, but the role of the advisor will always be needed. Human connection will remain a meaningful part of financial transactions.

As expectations change, marketing and sales teams need to meet consumers on the channel of their choice. Social media isn’t going anywhere. It’s where consumers are interacting with each other, looking for advice, and looking for thought leadership on important life topics. This means intermediaries and producers have to be there. 

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Building A Social Selling Program

Being responsible for your team’s social selling strategy can be daunting, especially if you don’t have a plan or support. We see it firsthand at Denim Social – without a meaningful strategy, users may not be eager (or downright resistant) to jump on a new platform. So, how are others getting their teams onboard? We talked to a few Denim Social customers to learn how they’re making it happen and we saw four keys to adoption success.

Activate a hybrid distribution approach.

We find that teams that utilize social selling have the most empowered associates because they are able to create personalized, engaging content. However, we have also found that a hybrid distribution approach can be a great stepping stone to social selling. This usually includes the marketing team posting brand content on behalf of associates, and associates scheduling out pre-approved industry content from a content library, plus sprinkling in their own personal content. And rest assured, that personal content still goes through approval workflows.

Build a robust content library.

‍If you’re going to ask associates to post content, you’ve got to make it easy and compliant. Our platform offers content libraries filled with pre-approved posts. We see that when associates have lots of content to choose from, they post more frequently.

“We have implemented several resources and training opportunities to encourage users to stay engaged. We update libraries on a weekly basis and send a weekly content digest via email to remind our users to get into the system and schedule their posts, said Amy Leonard, officer digital marketing specialist at Johnson Financial Group.

Communicate the value of social media consistently.

‍Your teams need to be able to answer the age-old question, “what’s in it for me?” Your teams are busy and that means you need to help them see why spending their valuable time on social media is worth it.

“Whenever you bring on a new platform, user adoption can be a challenge. Once users embrace Denim Social, they see that it actually saves them time,” said Leonard.

Seth Reeks from Evolve Bank and Trust finds that communicating the benefits of social media AND Denim Social combined are the most impactful. He uses real information from top performers to show their peers why social media can help drive relationships and business.  He provides them with brand and industry focused content on an ongoing basis. Then he shows them how they can schedule out their content efficiently using Denim Social.

“I tell them if they put in just a little work at the beginning of the month, they’ll see big results,” said Reeks.   ‍

Train and Train Again‍

Baking social media and Denim Social training into the onboarding process is a great way to introduce new and motivated associates to a fresh way to drive their business.  It is also important to keep social media top of mind for ALL associates. An ongoing training program outlining compliance/social policy, the value of social media and Denim Social is a must, whether it be monthly or quarterly. Marketing is not often top of mind for salespeople, so it is important to continuously educate them on how to get involved and optimize their strategies.  

Allison Dickinson, social media specialist at AnnieMac Home Mortgage oversees the creation of their hugely successful mortgage loan officer training program, which includes a monthly new hire social media and compliance training course and Denim Social overview, a monthly Denim Social refresher training, a Quarterly Strategy Training, and ongoing 1:1 assistance for users.

“We have monthly Denim Refresh trainings to keep our users updated and knowledgeable about the platform. One thing we like to do is host one-on-one trainings to make sure they understand the workflow and that Denim is easy for them to use,” said Dickinson.

This training program is a well oiled machine, and keeps their social program growing by educating and informing users consistently.

If you’re struggling with adoption, these strategies can help. And of course, persistence pays off.

“Don’t give up! In the beginning, we had no users, no one managing their social media. Now we have over 100 users handling their own social media accounts,” said Reeks. “If we had quit back in the beginning when it was tough to get buy-in, we wouldn’t have the program that we have now.”

Social media is only as valuable as its users and that makes adoption key. If you’re struggling to motivate your team to hop on the social media bandwagon the right tools and support can make all the difference. 

Watch Here: Driving User Engagement on Social Media 

So you’re ready to launch a social selling program, but where do you start?

Developing a social selling strategy and launching a program can be daunting. As you know, marketing and sales teams are already juggling full plates. Adding social to the mix is a culture shift, and supporting hundreds or thousands of producers in weaving social into their everyday processes isn’t a small feat. Remember that social selling is more than marketing: It’s using social media as a digital relationship-building and sales tool. This mindset shift can take some time, and launching your strategy and program won’t happen overnight.  

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This is one of our favorites: LinkedIn’s 2022 State of Sales Report found the most successful sellers at large companies — those reaching more than 150% of quota — routinely use technology to build human connections with buyers.

Align with Your Team on the Definition of Social Selling

As a marketing pro, you know what social selling is by now, but what about your team? This step may sound obvious, but you need to work to define social selling in your organization and differentiate from brand social media. Intermediaries may have less experience with social selling. Take the time to talk about what social selling can do and educate your teams on using social media as a sales tool. This time spent learning a new marketing tactic is very much worth your loan officers’, advisors’ and agents’ time, too. Prove it to them by sharing meaningful stats on the benefits of social selling.

Educate Your Sales Team

Remember that social selling isn’t just marketing’s responsibility. It’s an effort that should be supported by both marketing and sales. If you’re in a marketing role looking to launch social selling for your advisors, loan officers and/or agents, take the time to educate your sales partners on social selling. Craft your elevator pitch on how social helps intermediaries meet customers where they are in the digital landscape and how enabling them on social helps amplify your brand messaging. Keep in mind that social media in a heavily regulated industry can feel risky, and adding it to the mix of sales tactics that have “always been done a certain way” can feel like a huge change. Patience is key! Own the narrative around social selling, build your group of internal champions to help with this culture shift, and invest time in change management and your communication plan.

Find Your Social Selling Technology

Once you’ve got your internal teams aligned on launching social selling for your producers, it’s important to find a tech solution to make it all easier! Seek a solution that creates efficiencies for the administrators of your program and your users. For instance, does your platform account for compliance coverage? Does your vendor understand the nuances of your industry? As you’re evaluating potential platforms, make sure to consider both the administrative and end-user experience, as well as both organic and paid capabilities. A holistic social selling platform will include all these things.

Identify Social Maturity

So you’re changing the narrative, gaining buy-in, and you’ve got the right tools to help you — what’s next? It’s time to dig into your user group to identify social maturity. You don’t have to do it all at once — a phased approach with folks of different social maturity levels will make this easier to learn and scale from. Start by simply searching for your intermediaries on social media. How easy is it to find them? Are their pages updated and on brand? Is their “about” info robust and accurate? Have their profile photos been updated in the last decade? If you are answering “yes” to a lot of these, you already have a great start. Those are your people. But if you aren’t, that’s OK — you’ll just need to start with some generalized social education and profile optimization to get your group started. Taking the time to deliver this education is critical in making social selling stick.

Train and Test Your User Group

Once you’ve identified agents, advisors or loan officers who are either already active on social or ready to be active, start communicating. Let your whole organization know that you’re launching a social selling program. The more folks who know, the more they can support your work. Then, communicate with your first user group; let them know what to expect throughout the launch, including your level of support and upcoming training to get them started. And finally... train! Depending on the level of social maturity of your launch group, this might mean starting with the basics of each social platform, as well as the basics of organic and paid social. If your users are super ready, it could mean jumping right into your social selling tech solution.

Measure Success and Optimize Over Time

Once you have momentum, fuel that success with regular content. It takes time: Start simply by creating versions of your brand content for individuals and add this content to your content planning processes (for instance, you might craft language your agents can use to share branded social posts). One of the perks of Denim Social? We curate your library with our content integration. Finally, measure your success and share it with your internal champions, teams, and leadership. Your measurement might just consist of basic content usage and engagement at first, but it will ultimately grow to measuring return on ad spend and leads generated. Take the time to celebrate small wins and educate your internal partners on the growth of your social selling program. Check in with your social sellers to make sure they’re understanding the value and celebrating with you.

Download: Social Selling Made Easy 

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Want to keep learning and training with your team?

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Social Selling Best Practices

If you are posting the same content on every social media network, you might be missing out on key engagement opportunities for your social selling strategy. What gets the most attention and engagement on Facebook, Instagram, Twitter, or LinkedIn isn’t universal, and financial marketers would be wise to seek a more nuanced strategy than just casting a wide net and hoping for the best. While there are general best practices to posting on social, making just a few distinctions to how you approach each of your networks can help you beat the dreaded social media algorithms and build credibility and expertise at the brand and individual producer levels. Let’s take a look at each network and how banks, wealth management firms, insurance agencies, and mortgage lenders can customize their strategies to the unique needs of each network to achieve growth and success.

Facebook: This is what you should know about our financial institution. 

Despite the emergence of new networks and the inevitable departure of Gen Z and Millennials, Facebook is still the most popular social media network, and it’s a non-negotiable for any business. For community banks and other smaller financial businesses, it is the perfect medium to connect with local communities. This network will be one of the first places many customers look for a business, so having updated and branded profile information is essential. It’s ideal for sharing important dates or events, announcements, or anything customers need to be in the know about. Utilize brand pages for general information, and allow your agents, advisors, or employees to curate more personalized content on their individual business pages. 

How To Succeed:

• Share a wide variety of content geared towards informing and connecting with audiences
• Post content related to the local community and partnerships with other business or organizations
• Take advantage of user-generated content to build and maintain relationships with customers at the brand and producer levels

Download: Best Practices for Building Your Facebook Page

Twitter: Talking about our #financialinstitution. 

Sometimes Twitter seems like a mystery with its unique format, hashtag content, and 280-character limit. Like any other network, customers and prospects will consult a company’s account to find information they need to know; but more importantly, Twitter is a network people go to in order to hear news and opinions - and share their own. It is primarily a resource for sharing thought leadership and staying informed about industry updates. To be set up for success, brands and producers should follow relevant accounts like competitors, local businesses, and industry leaders. Hashtags are a useful way to learn about the broader conversations happening- plus, they provide insight into the hashtags marketers should be incorporating as well. Like any other network, brands engaging in social selling will enjoy the benefit of more engagement and awareness opportunities. 

How To Succeed:

• Prioritize engaging in existing conversations, rather than creating original content
• Retweet relevant information for your customers and your brand, and utilize the mention function to increase visibility
• Follow and use hashtags related to your industry to stay connected to current events and other thought leaders

Download: Best Practices for Building Your Twitter Profile

LinkedIn: This is what our financial institution wants you to know, and why.

Branded as the professional social network, LinkedIn is perhaps the most important place for financial services brands and employees to be when it comes to social selling. This is a great way for brands to grow their reach by tapping into the power of user connections through sharing thought leadership and need-to-know information regarding their industry. Plus, authenticity is increasingly important on LinkedIn, with customers preferring to interact with brands that seem more relatable. Marketers and individual producers can use LinkedIn to share those values and insights into company culture that make people feel connected: photos, videos, and important awards or achievements can help boost engagement and brand awareness. With the power of a brand page combined with employee advocacy through social selling, LinkedIn should be a main focal point for any financial institution. 

How To Succeed:

• Share images of community and in-person interactions and events with context on what it means to your business
• Follow local businesses from your actual business page (such as: local library, schools, industry competitors, local figures) and engage with their posts from your business page
• Share high-performing posts from industry thought leaders and other local businesses; this boosts their engagement and gets visibility for both of you

Download: Best Practices for Building Your LinkedIn Profile

Instagram: Here’s a photo or video of what our financial institution values. 

As a highly popular and visually-appealing social media network, Instagram is ideal for demonstrating a more human side to any financial brand, which is especially important for connecting with younger customers. This network is meant to be fun and entertaining for followers, while also staying on brand for financial companies and still informative. Of all the networks, Instagram is going to be the easiest way to reach younger audiences and get creative with content. For brands engaging in social selling, it’s a fun way to give producers a chance to show their personality and connect with customers on a more casual level. Instagram is also very dynamic and visual: the Reels and Stories functions provide alternative ways to share and engage quickly with video, which provides more opportunities to get in front of audiences within the platform than image posts alone.

How To Succeed:

• Post images from community or in-person interactions; share important posts to brand and producer Stories, then save to Highlights
• Use emojis in copy and keep text light and fun; it’s all about the visuals on this network
• Follow other businesses/industry thought leaders; engage with their content and share posts to your own stories

Download: Best Practices for Building Your Instagram Profile

While every network has its own charms and best practices, there are a few overall things to keep in mind when launching a social selling program: stay authentic and non-salesy; keep compliance matters in mind; know how to maintain a balanced and informed feed; and finally, don’t forget that paid advertising can boost organic efforts on any network. Knowing what to post on each social media network can be overwhelming, but understanding the best way to approach social selling at the brand and individual levels on Facebook, Instagram, Twitter, and LinkedIn will translate to more engagement, better brand awareness, and increased trust from industry leaders and customers. With a little fine-tuning and support for your team, you can see the difference a network-based content approach can make for your financial institution.

Check Out These Social Media Network Best Practices for Social Selling:

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Let’s talk about social media compliance for financial institutions.

In today’s digital landscape, marketers know that social media is a key element to any successful strategy. Social selling is a smart approach to empower financial advisors, loan officers and associates in social media, but it comes with risks. After all, just one rogue post could land your financial institution in regulatory hot water. Compliance is complicated, but don’t let it stop your employees from making the most of social media. Think your team is ready to start social selling? Ask yourself these five questions:

Do I know who has social media access and control? 

Your social strategy won’t be compliant unless it’s properly governed, so start by clearly documenting who has access to and control over what social media channels. According to the FFIEC, your social media policy needs to clearly outline individual roles and responsibilities on social. When roles are clearly defined, you’ll eliminate authorization confusion and avoid regulatory trip wires

Is my social media policy well-documented? 

If you don’t already have a social media policy in place, then it’s time to put one together. If you already have one, check that it is up-to-date. Ensure the policy is easy for all employees to digest, understand and implement.

Am I tuned-in to what’s happening on my social channels? 

You should be monitoring all activity across your brand’s and employees’ social media channel to ensure posts and engagement is compliant. 

Am I prepared for an audit? 

Surprise! You’re being audited. Be sure you’re ready with a social media archive that captures all postings and engagement activity. 

Do I have a clear picture of my social media risks? 

You could be fined for a mistake that slipped through the cracks if you don’t have fail-safes, like approvals and compliance checks, in your workflows. Start with a social media risk assessment, and if you already have one, consider re-reviewing it regularly.

Trend Report: A Marketer’s Guide to Social Selling

As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions. Surely every marketer has found frustration in the often slower-than-average pace of digital adoption and change in the financial industry, but there can be benefits. Namely, financial marketers can look to more forward industries (like consumer brands and tech), to see what’s catching on and evolving. Even if you’re not quite ready to dive-in, as new trends emerge, financial marketers can begin to lay the groundwork with leaders for the future. Whether you’re in banking, mortgage, insurance or wealth management, we see a few key trends that every financial institution should begin preparing for.

But why change what’s working? If your institution hasn’t already come around to digital first marketing, let us put this gently – it’s time. In practice, this looks like moving marketing dollars from traditional media to social media centric digital strategies. Consumers in every age group are shifting to digital and it becomes more pronounced the younger the consumer. Younger generations are digital natives and their use of technology is rapidly increasing. In fact, about half of teens say they use the internet almost constantly, up from only about a quarter of teenagers who said the same less than 10 years ago. 

We get it, teens aren’t big revenue drivers for your institution… yet. Believe it or not, younger generation buyers now dominate the housing market, with Millennials representing 43% of home buyers. Housing is only the tip of the iceberg with younger audiences too. A massive generational transfer is underway as Baby Boomers age. Experts predict that $84 trillion will change hands in the next 25 years. All of this is to say, financial marketers need to be where their consumers are. Today, that means social media. Digital marketing and social media show no signs of slowing down, so financial institutions need to invest accordingly. 

Growth of Short-Form Video Content for Financial Services

Growth in short-form video is both changing what consumers watch and how they watch it. Even on other more traditional social media networks, attention spans are getting shorter. For example, short-form videos were just 21% of YouTube views in Q2 2021, but jumped to a whopping 57% of views in Q2 2022. Social media users are favoring videos in the 30 second to 1-minute range. 

The Rise of Financial Advice Influencers

Whether institutions like it or not, people are getting financial advice on social media. And it’s a trend that’s unlikely to change – Generation Z are almost five times more likely to get financial advice from social media platforms than people aged 41 or over. While this may feel like a challenge for financial marketers, at Denim Social, we see it as a massive opportunity. 

Increase in Personal Content and More Authenticity on Professional Channels

As more and more institutions adopt social selling strategies that put their people front and center, we’re seeing an increase in personal content. User-generated content is at the heart of a good social selling strategy because it is authentic. 

Enhanced Marketing Automation Connections

As institutions build out bigger social selling programs that include both paid and organic strategies, scale is always a challenge. Smart marketers are looking to increase marketing automations to help them effectively and efficiently manage digital marketing strategies. In fact, 63% of marketers plan to increase their marketing automation budgets. 

Social Media as Search Engine

Social media has long been viewed as an excellent brand-building tool, but today, financial institutions need to consider the value of social profiles for search discoverability. Increasingly audiences – especially younger ones – are using social media as a search engine. Recent Google research shows that nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google.

The future of social media for financial institutions is bright and marketers who continue to advocate for increased social resources will reap the rewards. Whether you’re launching a social selling program or building your marketing automations, thinking long-term will help your team build toward a more connected and successful future. Remember this: You don’t have to be ready to dive into the next big thing right now, but it’s important to stay current with the social media trends of today so that you don’t get left behind tomorrow.

Content Strategy

Watch: Marketing Mix for an Informed & Healthy Social Media Feed

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Organic social media should still have a place in your strategy, especially in a social selling program. Cultivating organic posts from your associates' accounts is a great way to add context, richness, and humanity to your brand. For current customers, organic social media posts can be a way to demonstrate the heart and culture of your company as you provide “behind the scenes” and in-office content that speaks to the personalities and values of your employees and institution.

For prospective customers, organic social can serve as a "verifier." A strong social media presence signals to prospects that your company and employees are legitimate and lends more insight into your value proposition.

However, what’s missing in this social media marketing strategy is the value for top-of-funnel leads — those who don’t know anything about your institution yet. According to a recent study, only 2.2% of your followers see your posts on Facebook, 5.5% on LinkedIn, and 9.4% on Instagram. Paid social media advertising is one of the most effective ways to introduce people who aren’t yet following your producers, loan officers, or advisors to your institution at the right place and the right time.

Organic and Paid: Better Together

Organic and paid social have a symbiotic relationship. Organic social builds first-degree connections and facilitates awareness, engagement, and branding, while paid social allows you to reach larger, more tailored audiences.

For instance, if you’re working for a wealth management firm, your top-of-funnel leads are unlikely to find your firm by searching Facebook, but if they happen to be scrolling and see your Facebook ad for a financial advisor's retirement planning services, they are more likely to navigate to your social and landing pages. There, your organic posts, which have been building over time, can show off the legitimacy of your brand and your advisor's expertise.

The question, then, is how to marry existing organic strategies with paid campaigns in your social media strategy for the highest return. Start here:

1. Amplify what works (and drop what isn't).

With paid social media ads, you can see immediate results, which makes them great for testing. If a post is underperforming, use A/B testing to experiment with different images, copy, and calls to action to make improvements for the future. A/B testing helps you isolate what elements of your ads need to change by showing which ones resonate and which don’t.

This method can even be applied to previously organic content: Did an employee's post have unexpectedly high engagement? Use it as a blueprint to try to isolate why. A paid ad will bring the post in front of greater audiences, and changing a few aspects can help identify why it was so successful in the first place.

As you see what’s performing, invest more dollars into posts that convert while cutting or changing content that doesn’t. With paid social media ads, you can see immediate results versus organic’s longer-term commitment. That makes paid ads well-suited to testing.

2. Expand your audience base.

Both organic and paid social media can help increase your reach on social media, and it starts with activating advisors in addition to brand pages. A social selling approach can increase your results tenfold and drive higher engagement. Facebook ads reach 1.95 billion average monthly users, and an average user clicks 12 ads per month, so significant reach is up for grabs.

With an organic social selling strategy, you can reach more people in your existing social and professional communities. But with a complementary paid ad strategy on top of that, you can break through your first-degree social connections to reach second- and third-degree connections, who will include important professional referral sources.

Utilize paid amplification of employee posts to benefit. Your advisors should be your brand's ambassadors, so up your social selling game by maximizing the reach of their posts.

3. Drive leads into conversions.

Don't let your marketing funnel lead to dead ends. Make sure employees are linking back to your site or other relevant brand content. A well-crafted organic post that drives to a landing page can be the start of a meaningful digital experience that creates business results. Combine this with paid social media ads, which can generate leads by offering call-to-action options that get attention and clicks.

For instance, an organic post can drive a prospective customer to a first-time homebuyer guide. But a paid social post lets you experiment further with a call-to-action button that makes taking the next step easy for potential customers.

General Social Selling Advice

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Download: Denim Social Holiday Content Calendar

Above all else, social selling content should be personal, authentic, and tailored to both the community an institution serves and the audience they hope to reach. An institution’s or intermediary’s  social outreach should illustrate not a provider-to-customer relationship but a human-to-human relationship — after all, people buy from people. As the marketer, it’ll be your responsibility to help intermediaries understand how to do this. But your efforts will pay off in your social metrics: Content shared by employees receives eight times the engagement of posts from brand pages.

Social Selling Examples + Success Stories

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Watch: Social Sellers in the Wild 

Financial Institution Social Media Examples

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Financial Institution Social Selling Case Studies

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Evolve Bank & Trust

Evolve Bank & Trust (“Evolve”) is an $700M+ asset institution with nearly 40 Home Loan Centers (HLC) and nearly 500 employees nationwide. Recognizing the importance of social media in their overall marketing strategy, the team came to Denim Social to improve social media performance metrics across their brand, local Home Loan Centers and individual Home Loan Consultant and Advisor Facebook pages.

Like so many financial institutions, Evolve had begun organic social media efforts, but lacked sufficient resources to scale a robust social media strategy that drove meaningful results.

Denim Social helped Evolve activate HLC Facebook pages over the course of just a few months. But page launches were just the beginning of our full-service onboarding. Denim Social’s dedicated Customer Success team trained users on how to use (and make the most of) the Denim Social platform. Our social media experts provided content strategy guidance and curated content libraries made it easy for the Evolve team to post across numerous pages with limited resources.

Bolstered by stellar results in organic, Evolve continues to expand their strategy with paid social media. In addition to offering a platform that fully integrates organic social media management, Denim Social’s team also provides weekly strategy support. Paid social media continues to drive more likes, higher engagement and increased reach and impressions for Evolve.

“Our sales team wants to be selling, and they don’t want anything to get in the way of selling. With Denim Social they can schedule everything to post and the engage when the time is right. They can easily schedule content and get back to selling.” - Seth Reeks, Digital Marketing Coordinator at Evolve Bank & Trust

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BOK Financial: Scaling Social to Deepen Community Connection

BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform. In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads. 

Geographically dispersed across midwest and southwest, BOK Financial saw an opportunity to use loan officer social media to build their regional presence and community relationships. Recognizing the potential in a local-focused strategy, BOK Financial wanted hyper-local custom content to inspire follower engagement. 

Sounds simple, right? Like many financial institutions, the team faced competition for internal priority and a lack of support resources. Further, many seasoned loan officers didn’t understand the power of social media or functionally how to grow their followings. “The marketing team knew social media was a huge opportunity to engage local communities,” said Tiffany VanZandt, social media manager. 

“We noticed that loan officers were hesitant to post because of their lack of experience using social media networks. Finding time to schedule posts and coming up with content ideas was challenging for them, too.” BOK Financial found success in a two-pronged strategy to fire up loan officers’ feeds and local community engagement:

Posting on Behalf of Mortgage Loan Officers + Rallying Loan Officers to Get Active on Social

Recognizing the schedule crunch for mortgage loan officers, BOK Financial leveraged regional administrative teams to consistently schedule regional, company and industry content on behalf of mortgage loan officers. With Denim Social as its social media management platform, one administrative team member could easily post on behalf of many mortgage loan officers, all while staying in compliance. Localized content libraries made it simple for the central marketing team to distribute regionally relevant content to mortgage loan officers. 

While marketing support went a long way to getting loan officers active on social media, the BOK Financial team knew loan officers still needed to understand the potential in social media and how to personalize their feeds with hyper-local individual posts. Regional teams established a regular market leader communication that shared content ideas, examples of monthly top producers posts and showcased positive client reviews.

“Denim Social has drastically improved social media results for our mortgage team. Before we had this platform, only a few [loan officers] were actively using social media for business but today we have much more interest as the platform makes it less intimidating.” - Tiffany VanZandt, Social Media Manager at BOK Financial

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AnnieMac Home Mortgage: Streamlining Social Selling

AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. The team came to Denim Social looking to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers. With significant national reach and scale, the brand sought to produce consistent and compelling content for the field. Recognizing the value of social media, AnnieMac saw an opportunity to stand out in the hyper-competitive mortgage market. But AnnieMac’s top priority? Staying in compliance. With an eager and dispersed field of loan officers, the lender needed tools that would make compliance easy every step of the way

Denim Social helped AnnieMac activate Facebook pages for more than 200 team members in just four months. The full scope of the project eventually encompassed social selling pages for 175 loan officers and 47 branch-level brand pages across 25 states. Once the pages were live, Denim Social provided curated content to fuel the social selling strategy. Denim Social set-up loan officers with success through customized training and today, still provides monthly new user trainings for the growing group of social-savvy loan officers. 

With a deeply-integrated social strategy that activates at the brand, branch and loan officer levels, AnnieMac is driving significant results. In its first year, the AnnieMac brand Facebook audience increased its social following by more than 11% and followers are engaging with its social media content more than ever before. The Denim Social platform has empowered AnnieMac to unlock the power of social selling and followers are noticing. 

Every post whether from the brand, branches or loan officers is compliance approved, significantly reducing risk. What’s more, AnnieMac reports an anecdotal “compliance by osmosis” effect. Thanks to the tools provided by Denim Social, employees and loan officers are continually learning what does and doesn’t meet compliance standards. 

“Denim Social has allowed me to efficiently and effectively manage multiple social media channels. I no longer have to spend hours researching and creating posts that are relevant to my followers. With Denim Social, it now only takes a few minutes to have a month’s worth of fresh content that is inspiring, timely and informational.” - Alexis Zwiesler, Branch Marketing Assistant at AnnieMac

Download: How Six Financial Marketers Are Creating Value in Social Media

What are other financial institutions looking like on social media? 

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Your Social Selling Future is Bright

Unlimited Measures of Success

Your measures can evolve over time to include top performing agencies, agency highlights, highest performing content (based on engagement or adoption)

Ongoing Education

Consider hosting regular internal webinars on best practices, how to optimize content, how to start using paid advertising, and agency highlights and more. 

Merchandise Success Internally

Invite a social top performer to share relevant, real-life stories on how social has helped them grow their businesses and build and foster relationships

Drive Adoption 

Check in, check in, check in!  Set up regular check ins with your social sellers to make sure they’re seeing the value and keeping up with posting and responding to their audiences. 

Fuel Success with Content

Include intermediary content in your brand content planning. Start simple by tweaking your brand posts to sound like they’re coming from the voice of the agent.

Measure Your Success

Start small! Sometimes this just means basic adoption of your program. Are agents using it? Are their platforms connected to the technology you’ve invested in? Are they posting?

Download: Social Media Analytics Enhance Your Financial Institution’s Marketing Strategy

As any marketer worth their salt will tell you, analytics should drive your social strategy. While the “spray-and-pray” approach may have worked a decade ago, consumer

expectations for personalized experiences and C-suite demands for measurable results have raised the bar to a whole new level.

The good news is every social media post you publish is generating meaningful data about the audiences you are trying to connect with and convert. Indeed, social media marketing can have a huge reach — 83% of people say they discover new products on Instagram, and 54% of Gen Z say social media is their top influence channel. With the personal networks offered on the organic side and the advanced targeting of paid ads, social media is tough to beat as a customer acquisition tool.

Why is it, then, that so many digital marketers feel uncomfortable evaluating metrics and measuring ROI in social media marketing? Well, for starters, all the social media data in the world means nothing if you can’t transform it into meaningful insights in relation to business objectives.

Identifying meaningful insights around business objectives begins with setting specific, measurable goals for your campaigns. A great place to start is with your customers. You can easily develop goals when you ask questions like these:

• Which of my customer segments am I most likely to reach on social media?
• What types of content and experiences will resonate with them?
• What motivates them and makes them tick?

With questions like these in mind, it’s easier to know what data to collect and how to begin analyzing it to make meaningful decisions. 

1. Efficiency

Social media measurement in itself is nearly impossible to do manually. If you’re trying to get telling analytics with a spreadsheet, you won’t have much luck. Social media measurement, like most analytics, requires the right tools.

Quantify the time you spend on measurement to appeal to management. The right analytics tools can help you collect valuable marketing data faster and easier. Data shows that simplifying workflows with technology can free up 20–30% of employees’ time, so show leadership that with the right tools, you can up your efficiency to do more faster.

Another reason leaders might shy away from the idea of a robust social media marketing strategy is compliance. Financial services is a heavily regulated industry, and electronic communication is certainly not exempt from regulatory scrutiny. Again, the right tools can help. Denim Social’s platform, for example, enables marketers to keep social media compliant in an efficient way. Among other compliance features, the platform automates approval workflows so the right people can sign off on the right social content with ease before it ever goes live.‍

2. Targeting‍

As algorithms change and organic social media is no longer a promising strategy on its own, marketers need to persuade leadership teams to invest in paid social media. Not only will paid get your messages in front of the right people with direct targeting capabilities, but it can also provide more data to help you understand what your target audience groups want and need.

By tracking paid performance by target audience group, you can better understand who’s connecting with what content and hone your social media strategy to connect with more prospects. Show leadership teams that when every message lands in front of exactly the right people, you’re maximizing social media marketing budget dollars — instead of wasting them on irrelevant or unengaged audiences.

3. Competitor tracking‍

Help leaders understand that, while measuring your own social media performance offers valuable insights, measuring your competitors’ performance can take your marketing game to the next level.

With social listening tools that enable you to track competitors’ social media activity, leaders can see your organization’s performance benchmarked against competitors and get a clear picture of where social needs more investment to stay competitive.

What’s more, social listening tools offer financial institutions a clear line of sight into how other brands are resonating with customers and encouraging engagement on social. Your brand can use those insights to craft even more relevant messaging and keep a leg up on the competition at all times.‍

4. Conversion opportunities‍

Landing page linking strategies on social media drive conversions, and nothing is more compelling to a leadership team than a direct line from marketing spend to sales. Track form completion rates to present a clear picture of how many viewers have deemed your content valuable enough to exchange their information for. Then, tie that to sales data to see how many prospects who submitted their information and received follow-ups from sales teams eventually signed on.

When you can draw that clear line from social post all the way to conversion, the bottom-line impact is clear to see. Compare that to traditional marketing tactics — has your leadership team ever seen a recorded, data-backed customer conversion metric from a billboard? Not likely.

Marketers know that staying relevant in today’s digital world requires a strong approach to social media marketing. Show leaders how upping efficiency, performance metrics, and competitive insight can empower your marketing team to elevate a data-driven social media strategy that delivers clear, measurable results.

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Most of all, remember, you can do it! However, you don’t have to go it alone; we can help!

We believe social media is a very powerful sales tool and want to help you make social selling easy for your organization to implement.

Ready to learn more? Book a demo today. 

Customer relationship-building is one of the greatest value drivers for insurance agents. A benchmark analysis from McKinsey & Co. found agents with deeper customer relationships have higher product density than those lacking in relationships — often cross-selling three or more products per customer.

With that in mind, it’s essential that agents understand how to best leverage their humanity and personality to truly connect with their audiences. In today’s age, this extends to how agents present themselves and connect online.

When prospective clients meet an agent for the first time, they’re asking themselves, “Is this person likable? Can I trust them?” Clients want to feel an authentic connection that gives them peace of mind and assures them that someone has their best interests at heart.

This desire for connection isn’t limited to the insurance industry. In fact, 88% of consumers say that authenticity is a key factor when deciding the brands they like and support, and that trust is vitally important to entering working relationships. That desire for trust grows exponentially when it comes to insurance sales because the business is built around protecting clients’ futures.

Insurance agents have a head start on this — their businesses have always been rooted in authenticity. But as digital transformation in the insurance industry continues, it’s more important than ever that agents assert themselves through authenticity on social media. It’s no different from what agents and other insurance professionals have been doing in person for years. It’s about conveying expertise, building trust, and showcasing industry knowledge — except now it’s within the digital universe. Social media provides a new platform for staying top of mind with customers and prospects alike.

So, how should agents be more authentic on social media? Same as they would offline — with relationships.

Good selling starts with genuinely listening to clients and being authentic, no matter what. Insurance agents are there to identify clients’ life needs and build a solution to protect them against loss. They must genuinely care about clients’ needs to find the right solutions and demonstrate that level of care to earn trust.

Here’s how agents can bring that energy to social media:

View social media as an opportunity to provide value. Marketers and agents alike already know that authenticity is important to customer acquisition. That same authenticity should show up in social media activity.

Agents should still be themselves, just on digital channels. After all, in the insurance business, agents are selling a promise that a consumer may or may not ever see delivery on. If the client never has an accident, they’ll never make a claim.

This means a lot of time can pass between a point of sale and delivery of promise.

With the rise of social media, however, there is a growing opportunity to deliver value in the long term. Whether it’s sharing thought-leadership articles, checking in with clients on social media, or providing digital tools to help educate clients, the digital landscape provides ample opportunity to reinforce proof of agent value on an ongoing basis. Including both paid and organic social media marketing for insurance agents in the mix of sales practices is critical.

This won’t replace traditional tools like phone, email and in-person meetings, but having a mix of organic and paid content alongside them will complement other relationship-building efforts, keep agents top of mind, and continually provide value to clients and prospects.

Lean into the power of real-life experience. There’s a good chance that agents live and work in the communities they serve. Agents should use that advantage with prospective clients when building their authentic brands. Showing on social media what’s happening in their communities and their offices will help foster a sense of belonging and drive interest among followers.

Need more marketing ideas for insurance agents? Look to everyday experiences. If an agent runs into someone at a local event, they should take a selfie and tag the person on Instagram, Facebook or LinkedIn. If a client drops off cookies, the agent should post a photo and a heartfelt message about what it meant to the team. Social media followers will connect with those real-life moments far more than they would with a branded post.

Embrace storytelling. Too often, social media marketing for insurance agents consists only of market statistics or limited-time promotions. While this type of content can absolutely be useful and helpful, it’s not enough on its own. Think about the brands you follow: Would statistics and discounts be enough to get you engaged?

Social media is about creating a narrative, not just posting facts or promotions.

Agents should share the true picture of what it’s been like to grow a practice. Tell client stories about how they’ve benefited from your insurance products (with permission and privacy in mind, of course). When agents share authentically, they build trust with clients and prospects.

Be themselves. If agents are only professional and stuffy, audiences won’t connect. Agents and marketers alike shouldn’t be afraid to let a little personality shine through on social media. Thought leadership can create credibility and demonstrate expertise, and it’s always better received when served up by a real-life person.

That’s what social selling is all about.

Posting is only one part of the strategy. Agents should also comment on and engage with clients’ posts as appropriate. Two-way communication is critical to building authenticity. Think about it as if you were having an in-person conversation; there would be plenty of back-and-forth throughout the discussion. Did a client become a grandparent? Their agent should congratulate them. Social selling is all about creating conversation, just like in real life.

Engagement provides the added benefit of personalization. Customers don’t want to feel like marketing collateral. When agents engage with them honestly and authentically, they’re well on their way to creating deep, lasting consumer relationships.

Building authenticity through social media is similar in principle to building authenticity in real life; it’s just using a different medium to do so. When intermediaries share personal stories and helpful content with clients in a way that reflects their true personalities, they’ll build lasting relationships both online and offline that will serve as the foundation of future sales.

*This article was originally published in Insurance Journal.

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As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

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