Flaptekst

If you're in insurance, finance, or other industries with complex products, you know that traditional marketing methods aren't working. We spend vast sums of money on advertising, but the sales numbers aren't reflecting that. In Attention Hacking: The Power of Social Media Selling in Insurance and Finance, master marketer Robin Kiera explains why. The short answer? We have been too slow to adopt the digital channels, strategies, and hacks that other industries embraced long ago. Look at TV advertising--a staple of insurers and intermediaries. These ads attempt to push our products onto customers, when the customers aren't even looking. What are they doing during commercial breaks? They're checking their phones, engaging with smart businesses on social media, and being pulled toward what top influencers are selling. In this book, readers learn ten concrete hacks that will help them save money, increase sales, and build brand awareness through social media. For the insurance and finance industries, it's now or never. The digital revolution is just getting started, and anyone still resisting is likely to be overtaken by competitors who are willing to go online. Can TikTok videos and LinkedIn posts really sell insurance? This book's message is that selling is really step two. Step one is getting--and retaining--customer attention. When businesses stay on customers' minds on a day-to-day basis, the sales will follow. Organizations of all sizes can participate in attention hacking. Attention Hacking shows readers how to set smart goals, engage with communities, leverage online events, generate shareable content, and build social media into the fabric of any business, large or small. Start shifting away from marketing that doesn't resonate with customers, and watch as you surpass your sales.