Attention Hacking: The Power of Social Media Selling in Insurance and Finance - Hardcover

by Robin Kiera (Author)

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• Recognize and abandon outdated strategies and marketing channels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.

Front Jacket

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.

Back Jacket

PRAISE FOR ATTENTION HACKING

"I recommend this book by Robin if you want to learn how insurers can keep up with the changing customer preferences as customers go digital. It offers practical advice for insurance offerings to meet the needs of tomorrow's customers."
--KAMESH GOYAL, Chairman, Digit Insurance

"In Attention Hacking, Robin takes you inside the mind of a successful influencer applying his skillsets to the corporate and retail environments. From Crocodile Dundee analogies to Digital Scaling methodologies, this book is a trove of great case studies and hacks that will enhance your brand and engagement in the emerging 21st century marketplace."
--BRETT KING, Bestselling Author of The Rise of Technosocialism and Host of The Futurists podcast

"Breaking through is hard to do--unless you read Attention Hacking by noted expert Dr. Robin Kiera! The practical ideas and techniques Robin shares in this book will save you thousands on promotions and help you reach your intended audience in the most impactful way possible."
--ROB GALBRAITH, CEO of Forestview Insights, Insurtech Influencer

"In this book Dr. Robin Kiera dives into an important topic that many of our analytical and rational colleagues within insurance and finance forget. People buy from people. They buy from people they like. Likeness today is achieved through social proofing, commanding authority, and applying the rule of scarcity. This means that bringing attention to a brand's values is more than necessary. It is a prerequisite. Robin unveils the practical tools and techniques businesses must master to build authentic brand advocacy in the digital age. A must-read!"
--SABINE VANDERLINDEN, "The Insurtech Queen"

"The hardest and most important skill for any modern marketer is understanding how to find and earn the attention of their audience. This book is the BIBLE for making that happen in FS."
--ERIC FULWILER, CEO of Rival

Author Biography

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.