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‘Lead magnets’: how brokers should use social media

by Lucy Dean4 minute read

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Staying “top of mind” is the name of the game for brokers turning to social media marketing.

Adam Franklin, social media speaker and marketing manager of Bluewire Media, told The Adviser that brokers should avoid over-thinking social media. Instead, they should use it simply to “complement, enhance and amplify” what they’re already doing.

“Just tackle one thing and don’t feel like you have to go all in; you don’t have to be on social media all the time,” he said.

He suggests that brokers establish a “lead magnet” that continues to pay off over a long period of time. A one-page pdf that outlines information for prospective clients that users can access through a link on Instagram or Facebook is one idea.


“Brokers have knowledge that is useful to other people, so they [brokers] package that up into something that is easily published online and easily shared.”

“It is really, really powerful because people continue to find that and download it and share it with their friends and read it and that's all happening over and over again, even though the broker has only actually published it once.”

Brokers can also stay top of mind by utilising Instagram to post photos of their day, or use Instagram stories (an Instagram function which allows users to post photos or videos which then expire after 24 hours) to let people in on the “behind the scenes stuff” of a broker’s life.

“In doing so you actually accelerate the process of them knowing you, liking you and trusting you.”

Facebook is another useful tool as brokers can create groups in which they can communicate with their clients, post market updates and foster a sense of community. Brokers can also conduct Facebook Live video sessions, wherein existing and potential clients can ask questions.

Mr Franklin emphasised that social media doesn’t need to be difficult but that brokers new to social media marketing need to overcome fears of social rejection.

“If you’re putting your ideas out into the marketplace, we’re human beings so we’ve got this natural fear of rejection and… you can acquire the skills to learn how to do a Facebook story really easily, but it's overcoming that discomfort of putting yourself out there [that can hold brokers back].”

Adam Franklin will be speaking at The Adviser Bootcamp Digital Marketing on 22, 24 and 29 August, together with digital marketing and SEO experts, on how brokers can use social media, YouTube and email marketing to attract more business.

The Adviser Bootcamp Digital Marketing 2017 will provide brokers with all the tips and tricks they need to know to develop a plan that can help grow sales and boost their brand.

Coming to Brisbane (22 August at Brisbane Convention and Exhibition Centre), Sydney (24 August at Doltone House, Jones Bay Wharf) and Melbourne (29 August at Melbourne Convention and Exhibition Centre), the high-impact, one-day event will teach brokers how to: implement quick and effective low-cost strategies to attract more business, master the basics of SEO, discover what success in digital marketing looks like and discover partners that can help grow digital marketing strategies efficiently.

The full agenda for this one-day event is available from The Adviser Bootcamp Digital Marketing 2017 website.

[Related: Brokers need to be ‘religious’ about digital marketing]

‘Lead magnets’: how brokers should use social media
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