Marketing Blog


8 Reasons Why Social Media Isn't Working For You

Social media has been talked about a lot these past few years as the marketing strategy you must be using. If you're not seeing the results you would like, you're not alone.

Here are 8 reasons why social media may not be working for you.

1. Lack of goals

As with any marketing campaign, you need a goal to work towards. Do you want to increase subscribers to your newsletter? Improve your website traffic? Raise awareness for your agency? Without a clear goal, your efforts will be wasted as you won't have a target to aim for.

2. Unrealistic expectations

Social media is not a magical marketing pill. You are not going to get lots of customers from it immediately. Social media is a long-term marketing investment. Over time as you build your followers, increase your brand recognition, promote events and have meaningful conversations, you will eventually begin to generate sales. The best social media strategy does not work alone. It should work in conjunction with your other marketing campaigns, including your email marketing, referral program and your website.

3. Audience disconnection

Do you know who your audience is? What they want to see from you in social media? If you don't know, you are missing a great opportunity to provide the content that will appeal to them.

4. Inconsistent blogging

Blogging is the focal point of social media. It provides you with great content to share, drives traffic to your website and establishes you as an insurance expert. In a perfect world in which you have time to spare, you would update your blog two or three times a week, minimum. Each blog post would then be shared on your social media profiles. If you can't keep a blogging schedule like that, try one post a week.

If you need help with writing or ideas for topics, check out our tips.

5. Obligation

If you feel like social media is just another item on your to do list you have to tackle each day, and you've come to resent it, it will show in your posts. Agents who are doing well in social media are the ones who embrace it, who enjoy it. They have fun with social media, and you can tell from their posts. If you treated your clients like they were an obligation, do you think they would notice? You bet they would. And they probably wouldn't appreciate it. Find a way to have fun with social media. Maybe it's focusing on your favorite network instead of multiple ones. Maybe it's mixing posts about insurance with posts about another topic that gets you excited, whatever that may be. It could be triathlons, gardening or your favorite local sports team.

6. Failure to promote

You can't expect your clients to know you're on social media unless you tell them. So add buttons to your website. When you talk to a client, let them know they should follow you on Facebook or Twitter. Add links to your profiles in your email signature. Mention it in your newsletter.

7. Lack of engagement

If you are ignoring your followers when they comment or mention you, they will eventually move on to your competition. Social media is not about getting your mission statement out there as many times as you can. It is not a broadcast channel. Social media is about engagement and two-way conversations. If someone comments or mentions you, respond. When you get a new follower, thank them. If someone asks a question you can answer, even if it's not insurance related, answer. The relationships you build using social media can have a profound impact on your business, but first you must engage your audience.

8. Casual effort

It's easy to get started on social media. It's harder to maintain it. A casual effort of inconsistent activity on social media will lead to inconsistent results. You must commit to engaging your audience, building your followers and sharing good content on a regular basis if you want to see a return on your time investment. In truth, it is possible to manage your social media in under an hour a day or less.

If you set goals, manage your expectations, engage with your audience and have fun with social media, you will begin to see how social media can impact your marketing and your agency.


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