A guide for insurance and other industries to staying on customers' radars
Attention Hacking: The Power of Social Media Selling in Insurance and Finance shows how you can make insurance go viral on social media. It might sound too good to be true, but think about it - products that enhance wealth accumulation, health, and family protection should be as in-demand as the latest iPhone. People may never stand in line overnight to purchase the latest insurance products, but the tools and strategies in this book will help you get significantly closer - without pouring millions into marketing.
In this book, Dr. Robin Kiera teaches tactics that global insurers and intermediaries have already used to position themselves successfully on social media. He explains, step by step, how you too can reach millions of people through the relevant channels. Before you can make a sale, you need to get the customer’s attention. Attention Hacking leads you straight to that goal.
- Learn how to position yourself and your company as influencers among your target market
- Sell insurance through savvy social media strategy and online marketing
- Get customers' attention with strategic content on LinkedIn, TikTok, Facebook, and more
- Recognize and abandon outdated strategies and marketing channels
For CEOs and other decision makers in insurance and finance, Attention Hacking: The Power of Social Media Selling in Insurance and Finance is a revelation, showing that any industry - even the ones no one wants to hear about - can reach customers online. The basic principles of this book can also be applied to other financial products and to business generally. It’s time to get social media savvy.
Table of Contents
Foreword by Julian Teicke xiii
Foreword by Dr Stefan Knoll xvii
Introduction xix
Part I: Introducing Attention Hacking 1
Chapter 1: Leading You Through the Digital Jungle Like Crocodile Dundee 3
Chapter 2: ‘It’s the Mindset, Stupid.’ 17
Chapter 3: Sales Is Broken, and Operations Has Seen Better Times 29
Chapter 4: Imagine It’s the End-of-the-Year Selling Season and No One Is Listening 39
Chapter 5: How Attention Hacking Works 49
Chapter 6: Knowledge Is Not in Short Supply 57
Part II: Implementing Attention Hacking 63
Chapter 7: Set (Unrealistic) Goals 65
Chapter 8: Get Started on the Right Foot 69
Chapter 9: Engage Your Community 75
Chapter 10: Use Suitable Formats 85
Chapter 11: Digitally Scale Offline Events 101
Chapter 12: Be Where the Customer Is 111
Chapter 13: Become a Content Machine 167
Chapter 14: Identify Your Relevant Influencers 173
Chapter 15: Build Social Media into Your Daily Routine 175
Chapter 16: Build an Effective Sales Funnel 177
Chapter 17: Summing Up Attention Hacking 183
Chapter 18: Digitalscouting: We Make Your Customer Come to You 187
Index 191
