Social media is an important part of any online marketing plan. Why?
Because more than 80% of all Americans use social media. Consumers use
social media as part of their research process and to ask for
recommendations on products and services. Including insurance. Here are
some tweets I found in a Twitter search for "recommend insurance" last
As you can see, people really do use social media to find insurance.
Social media is not difficult. Once you start using it, you quickly
figure out what kind of information your audience wants, and you can
adapt your posts accordingly. Here's our recipe for Social Media Success
to get you started.
Recipe for Insurance Agency Social Media Success
Total time: Consistent Use | Serves: One insurance agency | Level: Easy
An Awesome Social Media Profile
Basic information - the who, what, where
Website URL and other contact information
Pictures and graphics
- Pick which social networks to join. There are so many that it would
be impossible to be successful on them all. So decide which few make the
most sense for you and your agency, and concentrate your social media
efforts on that handful.
- Fill in your profile as much as possible. Use every character, every
field that is available to you to describe your agency and what you do.
It is also a good idea to tell prospective followers what kind of
information they can expect to see if they follow you whether it's
promotions, educational information or a combination of both. Use
keywords where possible.
- Add as many pictures and graphics as you can.
Insurance Agency Social Media Success
One Awesome Social Media Profile
- Once your Awesome Social Media Profile is complete, start sharing
content daily. There are many different kinds of content. You can share
general posts about insurance meant to encourage your audience to
contact you for more information. For example, "Every season has its own
liability risks for homeowners, drivers and businesses. Contact us to
find out how you can be ready for each season." You can also share your
blog posts if you're blogging or different pages of your insurance website that provide information and tips like your free reports, customer service forms or insurance glossary. And there's also content curation, which is sharing content you didn't write, and community news and events.
- After you find daily routine of posting and sharing, start engaging
with your audience. Thank people who follow you. When someone shares
good news, congratulate them. If someone asks a question, if you know
the answer or can provide a recommendation, do so. Even if it's not
about insurance. This is where your skills in customer service and
building relationships can come in handy. Just as you would engage with
someone in the real world to start a relationship, so you should online.
Ask questions, talk to people, join in the discussion. Remember our
examples from above? If they were in your target area, answering their
questions would be a perfect example of an opportunity to engage with
someone through social media.
- Add just a pinch of promotion to season your social media efforts.
The hard sell does not work on social media. People are immediately
turned off when you try to sell them. Keep a good ratio of promotional
posts with non-promotional posts. A good rule of thumb for social
networks where posting several times throughout the day is common, like
Twitter, would be for every 1 promotional post, you should share 9 that
are non-promotional. For social networks where posting once a day is
more common, like Facebook or LinkedIn, the ratio is more like 1 in 4.
Don't forget to add social media buttons to your email signature, your
website, brochures, etc. to make it easy for your customers and
prospects to follow you.
- Sprinkle some fun into your social media efforts. Share funny
videos, pictures or jokes. Show you and your staff having fun with what
you do. Social media is an ideal place to let your hair down, not be so
serious and share why you love what you do.