Andy Neary says companies in crowded industries should stop leading with logos and corporate history. Instead, have producers and sales reps share personal stories and hobbies on LinkedIn. Prospects connect with people, not brands.
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I don't care what industry you're in. You're in a crowded industry.
And so you have to figure out how you can humanize your marketing. Again, it's not about your logo anymore. Nobody cares. They don't care that your company was founded 40 years ago. Nobody cares. Humanize your marketing. Let your producers be brands. Let your sales reps tell their story on platforms like LinkedIn, because that is what's going to get the buyers to really want to do business with them. I talked about this at length on a LinkedIn Live a couple weeks ago. Who is your ideal prospect?
When you think about who your ideal prospect is and you qualify your ideal prospects, there are two ways to qualify a prospect. You can qualify them demographically, right? How big they are, where are they located, how many locations do they have, how many employees do they have, how much? What is their total revenue? That's easy. But very few people know how to identify their prospects psychographically, which is, what do they believe? How do they think? How do they live their life? And you see, when you start using your marketing, mainly your social media marketing, to tell your story, share your hobbies, share what you believe, guess what you're going to do.
You'Re going to start getting the prospects who believe what you believe to raise their hand. Because. Because they like you, they like your content. And all of a sudden, before you know it, in this crowded market, if it's insurance, like me, you start standing out.
I can tell you, hands down, the number one piece of social media marketing content that will get an insurance advisor or an agency principal to reach out to me is when they see a post I made about a personal story that I shared, something I've gone through in my life, a hobby that I have, whatever it might be, that is the post that's going to get them to reach out. Not me sharing my subject matter expertise, not me sharing why they must, they should do business with my company. That stuff helps. It creates awareness, it creates brand awareness. But it's the personalized posts that get people to reach out.
