An Agent's Guide To Social Media

Social Media has changed the game for everyone on both personal and professional levels and the insurance industry is no exception. Facebook, Instagram, Twitter, Snapchat and Twitter have turned marketing on its head by allowing customers to interact with an insurance agency’s brand in ways like never before. Engagement is key in helping to build brand awareness among new followers and to create loyalty in existing users. It helps grow your agency when your customers and peers engage by sharing your social media posts with their own business network, friends and followers.

Don't worry if you feel like you're late to the social game. Social media is always evolving and so it's never a bad time to start getting active online. Here are some helpful tips for insurance agents to get started and get social as a way of generating leads.

GOALS! GOALS! GOALS!

What would you like your customers to gain by following you on social media? Are you trying to generate new leads, increase your brand’s awareness, or establish yourself as a thought leader? There’s no right or wrong answer, but you do need to ask the question.

HAVE A PLAN

If you aren’t posting regularly, you risk being crowded out by your competition. Create a monthly calendar for your social media posts to ensure you stay top of mind with your audience. The next time they have a question about insurance, they will think of you.

CHECK OUT WHAT YOUR PEERS ARE DOING

Which types of posts are getting high levels of engagement? Which posts are falling flat? Seeing what is, or isn’t, working for your competitors will give you a jumpstart on your own success

GET YOUR CONTENT READY

If a single hashtag is worth a thousand words, a poignant image, video, or infographic can be doubly so. According to marketing giant, Hubspot, social media posts that feature media garner twice the engagement of posts that are text-only.

GET OUT THERE AND MINGLE!

The only thing worse than not posting on social media is not responding to your customers’ feedback. There’s a reason it’s called social media “engagement”. So engage!

MAKE SURE YOU'RE BRANDING CORRECTLY

By serving as an accompaniment to your company’s website, your social pages are an extension of your online brand. Use colors and graphics that are professional and consistent with your website to create a cohesive marketing statement.

ASK FOR SOMETHING

With over 3 billion users and a low cost per click rate, Facebook advertising is the most cost-effective way to get your brand in front of your target audience.

KNOW YOUR WAY AROUND A FACEBOOK AD

If you don’t ask your customers to visit your website or give you a call, they’re probably not going to do it. Whatever it is, make sure the action you want your followers to take is clear and unmistakable.

PAY ATTENTION TO HOW YOU'RE DOING

The only way to truly know if you are hitting your goals with social media is to measure your performance. However, don’t be satisfied with merely reaching your goals. As your agency grows, push yourself and establish new goals to increase your audience and engagement.