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AIMS Society Finds Marketing Moving Online

A survey of American Insurance Marketing & Sales (AIMS) Society members shows adoption of social networking and marketing tools, including LinkedIn and Facebook, is leading...
April 14, 2010

A survey of American Insurance Marketing & Sales (AIMS) Society members shows adoption of social networking and marketing tools, including LinkedIn and Facebook, is leading to reduced dependence on more traditional media, including Yellow Pages and mailing-list brokers. Roughly 60% of survey respondents are using social networking sites for business purposes. Three quarters of these (76%) have started using LinkedIn; nearly half are using Facebook.

The goals agents and brokers established for using these tools appear to be as diverse as the deployment methodologies. Leading reasons cited by those who have made the move into social networking include: communicate with customers (71%); increase sales (68%); build reputation as an expert (52%); and cement position with community (39%).

"As Facebook gains a stronghold among the general public and as business-related communities like LinkedIn grow in popularity with professionals, agents and brokers are recognizing the importance of staking a presence on these sites," said Kitty Ambers, CPIA, CIC, CISR, CPIW, AIMS Society executive director.

"Not only do these online communities offer opportunities to communicate more quickly and broadly," she adds, "but they represent an increasingly valuable source of referrals. Done right, an agency can use their presence on these sites to generate leads from people with whom they already interact. Plus, through the networks of these contacts, they can extend their reach even further."