The Two "C"s of Social Media

The Two C’s of Social Media presentation for the BrokerTech Conference

It’s unreasonable to expect non-marketers to become content experts, even if they are forced into digital usage due to a global pandemic. Yet, most of the advice given to insurance and financial service professionals is that they need to become creators on social media to reach their audiences. While it’s true that digital adoption is important to thrive in the era of remote work and social distancing, there are two tactics to ease the path for traditional industries.

In a virtual presentation on behalf of Economical Insurance, for the BrokerTech Conference 2021, I addressed the main concern for insurance brokers when it came to social media: how they can compete for attention for all the other online content. The answer is twofold: leverage your customer service skills online, and don’t fret content creation until you are already.

In a radical position for a digital marketer, my advice was to consume content instead of creating it. For brokers, this concept was welcomed because they were used to marketers telling them they need to be Instagram influencers or TikTok stars to grow their business. By getting familiar with changing platforms and taking a critical approach to consumption, insurance professional will be in a better position to create engaging content.