Using Twitter To Boost Your Insurance Business
The micro-blogging site Twitter may seem like the last place you want to look for leads and potential customers, but it’s surprising the good that can happen in 140 characters or less. The site makes it so darn easy to share content and ramblings that it’s almost impossible to avoid having a presence there whether you’re an insurance agent, business owner, or Average Joe. With all that activity, you’d be crazy to pass it up. But before you can get the most out of using Twitter, you need to deal with one of its biggest problems — the noise.
There are so many updates being made that it’s not uncommon to run a search and three seconds later have all your latest results be buried by 10 or 20 new tweets. Most of this noise will keep you from utilizing Twitter to its full potential, without the help of one highly important tool:
Twitter Advanced Search
If you’re on Twitter to ramble, you may not want to fool with TAS, but if you actually want to use it to help with your business, you have to make this feature your friend. Twitter Advanced search allows you to limit the parameters in a number of fields so the results you’re pulling are highly relevant to your individual needs. As an insurance agent, that means starting with some simple search terms and then playing with filters until you get what you’re looking for. Today, we’re going to look at some of the most important tips for maximizing value.
- Remove Useless Search Results.
Twitter Advanced Search has an incredible field if you’re looking to weed out tweets that mention insurance products that have nothing to do with you. For example, let’s say that you deal primarily in car and home insurance, but you know running a search for just the term “insurance” will bring up a boatload of information on “Obamacare” (aka the Affordable Care Act). You don’t want to sift through all of that to get to the tweets that might be able to help, so you turn to the “None of these words” field. By entering a string of terms that you know will be the most used when discussing health insurance, you’ll effectively eliminate those tweets from your search results and tell the tool to instead pull results for the areas that matter to you — “car insurance” and “life insurance” in the example.
As for the tweets that matter to our fictitious car insurance salesman, we decided to run a search for “car insurance” in the Denver, CO, area, and it took all of one minute to find a tweet from a man asking someone if they knew where he could buy temporary car insurance. Potential customer with the proverbial snap of a finger!
- Make friends with the most active tweeters in your area.
Twitter Advanced Search also allows you to check out the people and organizations in your area who are worth following (i.e. the accounts with the most followers and influence). This matters to your insurance agency because it gives you potentially thousands of people, who can turn in to real prospects. Filtering tweets further by search terms can allow you to cut through much of the clutter here as well.
- Save favorite searches.
A beautiful thing about Twitter is that it is so high volume, you will get different search results every time you use a favorite search. This makes the site rich with possibility and opportunity. Once you get a search strand that is productive for you, remember to save it and come back to it every day. This can exponentially improve your lead generation system.
- Answer some questions.
Remember Mr. Temporary Car Insurance in the example from item one? He had a legitimate question — one that you can answer by simply replying to his tweet. Instantly you’ve provided value to that individual and helped to establish yourself as an expert, even if that particular sale never closes.
- Share great content.
If you have a strong base of insurance customers, then you already have a general idea of your prospects’ hopes and dreams and fears. Speak to these things by sharing great content. If you’re concerned about the character limit, make sure you use a link shortener to get your full message across.
As with most sites, Twitter is only as useful as you’re willing to make it. By harnessing the power of Twitter Advanced Search and playing with a number of different filters and combinations, you can turn this particular social network into an insurance lead generating, expertise solidifying powerhouse that takes your business to the next level. Best of luck!