Lincoln Financial Increases Social Program Adoption and Inbound Web Traffic
August 18, 2020
It’s always a thrill when a client partners with Hearsay to achieve success through social selling. It’s even more exciting when they’re willing to share their story to benefit others, and Lincoln Financial Group’s Distribution Marketing team agreed to do just that recently.
Lincoln Financial Group provides advice and solutions that empower people to take charge of their financial lives with confidence and optimism. The Lincoln Financial Distributors division markets and sells Lincoln-manufactured variable and fixed annuities, life insurance and investment management products through financial advisors, financial intermediaries and sales professionals.
The Distribution Marketing team wanted to take a strategic approach to drive demand for their financial services in an authentic way and decided social selling was the right approach. They knew that delivering the right technology would be critical in driving adoption from their field team and the business outcomes they desired. Ease of use, efficiency and a strong foundation of compliance were also ‘must haves.’ In addition, they knew they needed a comprehensive program to guide onboarding and beyond. To ensure they met all of their goals, they were looking for a true partner, not just a technology vendor.
Lincoln selected Hearsay Systems as their partner and deployed Hearsay Social to 350 wholesalers. This required close orchestration between the Lincoln Financial Distributors marketing leaders and the Hearsay team, including tailored training and an instrumental digital toolbox.
“The transparency we get in our partnership with Hearsay and how Hearsay is able to perfectly serve our industry has made it one of the easiest decisions we’ve made. We are looking forward to moving forward in rolling out a CRM integration next!” –Scott Carlisle, AVP Digital Marketing & Collaboration for Lincoln Financial Distributors Marketing
Lincoln Financial Distributors’ strategic approach and dedication to set the program up for success from the beginning is starting to pay off. Their onboarding efforts have resulted in a 300% increase in adoption of the social selling program, which has led to more than 114K impressions and 1.8K clicks across social posts. Perhaps most impressively, the company has found that upwards of 50% of inbound traffic to the Lincoln Financial website was driven by wholesalers (up from 28% at program launch).
“Hearsay has made growing our social program simple, providing amazing tools to get our sales folks engaged. Through usage of their dynamic campaigns, pre populated content and ROI tools, our social program has grown over 300% in one year!” –Kiersten Shank, Digital Marketing Consultant