South Elm Capital • Insurance Content Command Center

Final Expense & Life Insurance Social Saturation SOP

A chronological 7, 14, and 30-day deployment plan for using TikTok, Instagram, YouTube, and Facebook to create trust, drive GHL leads, book Protection Reviews, and sell final expense and life insurance policies.

Goal: $10K/week Primary CTA: Protection Review Funnel: Content → GHL → Call → Policy Voice: Big Brother + Family Protection
South Elm Capital logo

Brand colors: forest green, navy blue, gold accent.

1. Platform Priority 2. 7/14/30 Day Checklist 3. Scripts & Captions 4. Team Handoffs

The North Star

South Elm Capital is not merely “selling insurance.” The brand is helping families avoid grief, confusion, debt, and last-minute fundraising.

Core Message

Love should not leave a bill behind.

Every post, video, caption, call script, landing page, and GHL follow-up should point back to this idea: responsible people protect their families before life forces the conversation.

Book Protection Review Family Protection Check Coverage Calculator

Which Platforms to Use for Insurance

Use all four, but do not use them the same way. Each platform gets a job.

1

YouTube

Primary job: authority, search, trust, long-form education, and evergreen credibility.

Use for: final expense explainers, life insurance breakdowns, city-specific videos, FAQ videos, and Shorts.

2 long videos/week 1–2 Shorts/day Best for trust
3

Instagram

Primary job: polished credibility, Reels discovery, trust-building, and younger family protectors.

Use for: Reels, story polls, carousel explainers, quote cards, and behind-the-scenes trust content.

1 Reel/day 3 Stories/week Best for brand polish
4

TikTok

Primary job: attention, hard-truth clips, viral reach, and adult-child awareness.

Use for: provocative 30–60 second videos, myth-busting, family burden content, and comment-to-DM conversations.

1–2 posts/day Hard truth hooks Best for reach
+

Google Business Profile

Post here twice per week. It supports local trust and makes South Elm Capital look alive when people search you after seeing a video.

2 posts/week Charlotte first Local SEO support

Compliance note: Avoid promises like “guaranteed approval,” “everyone qualifies,” “lowest price,” or fear-heavy language. Use educational language, licensed guidance language, and direct people to a review. Paid ads for insurance may require financial services category selection, age restrictions, or advertiser verification depending on platform.

The Required Funnel Path

The content should never float in the air. Every video must send people somewhere specific.

1. Cold Viewer

Send to Family Protection Check.

Best CTA: “Find out where your family may be exposed.”

2. Curious Viewer

Send to Coverage Calculator.

Best CTA: “See what kind of protection may make sense.”

3. Warm Viewer

Send to Protection Review calendar.

Best CTA: “Book a quick no-pressure review.”

4. Hot Viewer

Send to call page or direct phone call.

Best CTA: “Call today and let’s review your options.”

Content TypeBest CTADestinationGHL Action
Hard Truth ReelTake the Family Protection Check/family-protection-check/Tag as family protection lead and start nurture.
Cost/Calculator VideoUse the Coverage Calculator/final-expense-calculator/Tag as calculator lead and send review invite.
Long YouTube ExplainerBook a Protection ReviewGHL calendar linkMove to Protection Review Booked after scheduling.
Facebook Local PostMessage or book reviewCalendar or Family Protection CheckTag by source: Facebook/local/community.
Comment/DM LeadComplete check or book callFamily Protection Check or calendarCreate contact manually if needed and tag source.

Chronological Deployment Checklist

Follow this in order. The first 7 days build the machine. Days 8–14 create public consistency. Days 15–30 optimize, retarget, and scale.

Days 1–7: Build the Content Machine
Day1

Confirm the Funnel Works

Before posting heavily, make sure no lead leaks out of the bucket.

Day2

Create/Optimize Social Accounts

Set the accounts up like a conversion path, not a vanity page.

Day3

Build the First Script Bank

Create at least 30 short scripts before expecting daily output.

Day4

Record the First 15–20 Videos

Record in batches. Do not overthink. Direct eye contact, clear audio, strong hook.

Day5

Edit Templates

Give Ralph or your assistant a repeatable style so every post looks like South Elm.

Day6

Create Posting Tracker

Track content like a sales operation.

Day7

Soft Launch

Post the first wave and watch for comments, questions, and DMs.

Days 8–14: Daily Publishing & Lead Flow
Days8–9

Begin Daily Short-Form Posting

Day10

Publish First Long-Form YouTube Video

Recommended title: “Final Expense Insurance Explained: What Families Need to Know.”

Day11

Facebook Local Push

Use Facebook for family trust, not flashy influencer content.

Day12

GHL Lead Quality Review

Day13

Publish Second Long-Form YouTube Video

Recommended title: “Life Insurance Is Not for You: How to Protect the People You Love.”

Day14

First Performance Review

Days 15–30: Optimize, Scale, and Convert
Days15–18

Double Down on Winning Hooks

Days19–21

Strengthen the Sales Path

Days22–24

Build Local Authority Content

Days25–27

Launch Light Paid Boosting Only After Winners Emerge

Do not boost random posts. Only boost content that already earned comments, saves, shares, or leads.

Days28–30

Month-End Revenue Review

Weekly Posting Cadence

This is the baseline schedule. If you only do one thing consistently, do this.

PlatformWeekly MinimumContent TypePrimary CTA
YouTube2 long videos + 7–10 ShortsEducation, FAQ, local search, ShortsBook Protection Review
Facebook7 Reels + 3 local postsFamily protection stories, final expense education, local postsFamily Protection Check
Instagram7 Reels + 3 Stories + 2 carouselsTrust content, quote cards, Reels, behind-the-scenesCalculator or Review
TikTok7–14 videosHard truths, myth-busting, comment repliesFamily Protection Check
Google Business Profile2 postsLocal trust, blog/video share, protection review CTACall or Calendar
20+

Weekly posts

2

YouTube long videos

50+

Weekly lead goal

15+

Booked/reached calls

$10K

Weekly target

Copy/Paste Scripts

Use these to record, caption, DM, post, and follow up.

Short Video Script 1: GoFundMe Is Not a Plan
A GoFundMe is not a life insurance policy. And I know that sounds harsh, but somebody needs to say it. Too many families are grieving and fundraising at the same time. Final expense insurance is not about being morbid. It is about being mature. If your family would have to borrow, beg, or pass the hat, it is time to get a plan. Take the Family Protection Check at SouthElmCap.com.
Short Video Script 2: Love Is Paperwork Too
Love is not just hugs, holidays, and “I got you.” Sometimes love is paperwork. Beneficiaries. Coverage. Instructions. A plan your family can actually use. Because when grief comes, confusion should not be sitting in the passenger seat. Book a Protection Review with South Elm Capital.
Short Video Script 3: Employer Coverage Warning
If all your life insurance is through your job, ask one question: What happens if the job ends before you do? A lot of people think they are covered because HR gave them a benefit packet. But employer coverage may not be portable, may not be enough, and may not protect your family the way you think. Review it before you rely on it.
Short Video Script 4: Your Kids Should Not Have to Guess
Your kids should not have to guess how to bury you. They should not have to search drawers, call cousins, argue with siblings, or hope somebody knows something. Love leaves instructions. Love leaves protection. Love does not leave confusion with a funeral bill attached. Take the Family Protection Check and see where your family may be exposed.
Short Video Script 5: The Adult Conversation
At some point, every family needs the adult conversation. Who is covered? Who is the beneficiary? Where are the documents? Who makes the call? How does the funeral get paid? Avoiding the conversation does not avoid the problem. It just hands the problem to somebody else.
Caption Bank
Caption 1: Love should not leave a bill behind. Take the Family Protection Check and see where your family may be exposed. Caption 2: A policy is not about fear. It is about family leadership. Book a no-pressure Protection Review. Caption 3: If your family would have to guess, borrow, or fundraise, it is time for a plan. Caption 4: Final expense insurance is not about death. It is about not making grief more expensive than it already is. Caption 5: Your people deserve peace, instructions, and protection. Start with the free Family Protection Check.
DM Reply Scripts
When someone says “How much?”: It depends on age, health, and how much protection you want in place. The best next step is the Family Protection Check so I can point you in the right direction. When someone says “Send info”: Absolutely. Start here with the Family Protection Check. It will help identify what kind of protection makes sense: https://southelmcap.com/family-protection-check/ When someone says “I already have insurance”: That may be great. The real question is whether it is enough, whether it follows you if you leave work, and whether your family knows how to access it. When someone says “I can’t afford it”: That is exactly why a review matters. The goal is not to oversell you. The goal is to find what is realistic before your family has no options. When someone says “I need to think about it”: Completely understand. The only thing I would not do is leave it vague. A quick review can at least show you your options so you are thinking with real numbers.
GHL Text Follow-Up Scripts
Immediate Form Submission Text: Hi {{contact.first_name}}, this is James with South Elm Capital. I saw you completed the Family Protection Check. Based on what you shared, it may be worth doing a quick Protection Review so you know what your family would actually need. You can book here: https://api.leadconnectorhq.com/widget/booking/Uf36AZeBJQnsYW4dh1F1 Missed Call Text: Sorry I missed you — this is James with South Elm Capital. Were you calling about final expense, life insurance, or family protection planning? No Response Day 2: Quick question: if something happened unexpectedly, would your family know what coverage exists and what steps to take? No Response Day 4: I do not want to bug you. I just know this is one of those things families often delay until they wish they had not. Would you like to schedule a quick review? No Response Day 7: I will close the loop for now. If protecting your family is still on your mind, here is the review link: https://api.leadconnectorhq.com/widget/booking/Uf36AZeBJQnsYW4dh1F1

Handoffs for You, Mother/Admin, Ralph, Chiara, or Periscal

Use these role cards to assign work without explaining the whole system again.

James: Authority + Closer

  • Record 15–20 videos per week.
  • Record 2 YouTube long-form videos per week.
  • Handle warm calls and Protection Reviews.
  • Review weekly KPI report every Sunday.
  • Approve any compliance-sensitive ad language.

Mother/Admin Assistant: Operations Manager

  • Check that daily posts were published.
  • Update the content tracker.
  • Confirm GHL leads are tagged.
  • Send manual reminder texts to warm leads if needed.
  • Prepare weekly report: posts, leads, calls, applications, policies.

Ralph: Video Production

  • Edit vertical videos with captions.
  • Add South Elm logo and CTA end card.
  • Create 3 Shorts from each long-form video.
  • Create thumbnail templates for YouTube.
  • Deliver files into clearly labeled folders.

Chiara: GHL + Lead Workflow

  • Confirm automation triggers.
  • Check pipeline stage movement.
  • Monitor new leads and missed calls.
  • Build or edit follow-up texts/emails.
  • Confirm source tags are working.

Periscal/Daughter: Social Publisher

  • Post daily to TikTok, Instagram, Facebook, and YouTube Shorts.
  • Write captions using the caption bank.
  • Respond to comments with approved replies.
  • Track views, comments, leads, and calls.
  • Flag videos that perform well for remake.

Weekly Reporting Questions

  • Which platform produced the most leads?
  • Which hook produced the most comments?
  • Which CTA produced the most bookings?
  • Which leads turned into real conversations?
  • Which content should be remade next week?

Tracking Code & Deployment Notes

Use these notes when deploying the widget or handing the page to someone else.

Elementor Deployment Checklist
Recommended GHL Tags
south-elm-family-protection-check south-elm-final-expense-calculator south-elm-protection-review-booked source-tiktok-selmcap source-instagram-southelmcap source-facebook-south-elm source-youtube-south-elm source-google-business-profile source-city-page interest-final-expense interest-life-insurance interest-mortgage-protection status-hot-lead status-needs-follow-up status-no-show status-application-started status-policy-issued
Recommended GHL Pipeline Stages
New Lead Contact Attempted Responded Protection Review Booked Protection Review Completed Needs Analysis Completed Application Started Application Submitted Policy Approved Policy Issued No Show Not Interested Long-Term Nurture Referral Requested

Content Buckets to Rotate Weekly

Hard Truths

Direct, emotional, scroll-stopping.

  • A GoFundMe is not a plan.
  • Your kids should not have to guess.
  • Love should not leave a bill behind.

Explainers

Educational and trust-building.

  • What is final expense insurance?
  • Term vs. whole life.
  • Employer coverage limits.

Family Scenarios

Stories people recognize.

  • Mom passed and nobody knew what she had.
  • Dad thought work coverage was enough.
  • Siblings fought because there was no plan.

Objection Handlers

Pre-sell before the sales call.

  • I can’t afford it.
  • I have health issues.
  • I already have something.

Local Authority

Build Charlotte and NC trust.

  • Charlotte final expense.
  • North Carolina family protection.
  • Raleigh/Greensboro local clips.

Faith + Stewardship

Spiritual without being churchy.

  • Faith does not cancel planning.
  • Stewardship includes preparation.
  • Peace is part of protection.

Insurance Content Compliance Guardrails

Use This Language

  • “May qualify.”
  • “Options depend on age, health, state, and carrier.”
  • “Let’s review what makes sense.”
  • “No-pressure protection review.”
  • “Educational information, not a guaranteed offer.”

Avoid This Language

  • “Guaranteed approval for everyone.”
  • “Lowest price.”
  • “Everyone qualifies.”
  • “No questions asked” unless product truly supports it.
  • Overly frightening claims or misleading urgency.

South Elm Capital Operating Principle

Content gets attention. GHL captures intent. Follow-up creates appointments. Appointments create policies. Policies create protection.

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