Breaking Through The White Noise

ORLANDO -- While Eszylfie Taylor is busy trying to see as many people as he can, he has thousands of eyeballs on him.

Taylor is president of Taylor Insurance and Financial Services in Pasadena, Calif. He is an expert on using social media to get his message out to thousands of people, and he is sharing his secrets during a session at the National Association of Insurance and Financial Advisors Performance + Purpose Conference.

In his presentation, Taylor discusses how advisors can differentiate themselves using social media, email marketing and social meetup groups.

“Traditional sales let you go one to one,” he said. “And seminars allow us to go one to many, and that’s great. But social media allows us to go many to many. Because it allows me to share something and then other people can share it.”

As an example, Taylor cited a YouTube video he created about how someone in their 20s can turn a $500 monthly investment into millions of dollars at retirement time. His video and commentary was shared with 42,000 people in a week and a half as viewers watched it and shared it with their own networks.

“Not only did the people who follow me see it, but the people who liked it, shared it and so forth,” he said.

“What social media enables us to do is continuously promote ourselves without you physically having to do it at all times,” he said. “If I post something on LinkedIn or Instagram or Facebook and I look at it a day or two later and hundreds or thousands have seen it, how long would it take me to reach out to 1,000 people? Certainly not 24 hours or 48 hours, especially if I am busy running my practice.”

But standing out on social media is only half of the equation for success, Taylor said.

“Now that people have their eyeballs on you, what are you saying? How are you connecting with them? How are you facilitating business?”

Most people have a dilemma, Taylor said.

“Some people are great marketers; they’ll get in front of anybody, book appointments, and that’s awesome. But they don’t sell; they can’t close," he explained. "And some people are tremendous at their craft, and they know what they’re doing, and people engage with and buy from them. But they don’t have enough at-bats. So I want to speak to people on both sides of that spectrum and give them advice on how they can tell people who they are and what they’re about and what they stand for.”

Although Taylor spends much time and effort creating social media posts that receive thousands of views, he also uses social media to see what others are doing.

“I’m viewing what’s going on in other people’s lives,” he said. “So I see when they have babies, I see when they retire, I see when they open a new business, I see when they buy a home. And these are all triggering points for me to reach out.

“I want to connect with people when I have nothing to sell them. So that when I do have something to sell them, they’re receptive and open to me. Because I live by the motto ‘Givers get.’

Because I constantly give, connect and share, when I do have an idea for them or I say, ‘You should do this,’ they say, ‘OK.’”

Susan Rupe is managing editor for InsuranceNewsNet. She formerly served as communications director for an insurance agents' association and was an award-winning newspaper reporter and editor. Contact her at Susan.Rupe@innfeedback.com. Follow her on Twitter @INNsusan.

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