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marketing Get customers' attention with strategic content on LinkedIn, TikTok, Facebook, and more Recognize and abandon outdated strategies and marketing channels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.
By:
Robin Kiera
Imprint: John Wiley & Sons Inc
Country of Publication: United States
Dimensions:
Height: 218mm,
Width: 142mm,
Spine: 20mm
Weight: 340g
ISBN: 9781394189052
ISBN 10: 1394189052
Pages: 224
Publication Date: 22 January 2024
Audience:
General/trade
,
ELT Advanced
Format: Hardback
Publisher's Status: Active
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
ROBIN KIERA is CEO of Digitalscouting, one of the hottest consulting and marketing agencies in Europe, where he works with top-ranked influencers, speakers, and thought leaders in the insurance and finance industries. Robin is a frequent public speaker at insurance and tech events.
