How many times have you heard someone say in a company meeting “we need to be on social” and thought, ‘what business does an insurance agency have being on Facebook’?
We’re sure you have—although the reason you need to be on social is not that the technological landscape is vastly evolving, or because social media is the best way to reach “those darn millennials” who by 2030 millennials will make up 70% of the purchasing economy. The reason why social media has become inescapable for every insurance agency is because it is one of the core outward-facing components of marketing designed to create lasting and viable relationships with customers — something that all agencies need to learn to do, considering the fact that insurance so often touches the most intimate and emotional places of people’s lives.
That said, establishing digital relationships with your potential clients isn’t as difficult as people may think. Investing a little of time and a few marketing dollars can have lasting effects on your social referrals and qualified lead generation. To help, we’ve compiled some basic tips to jump-start your success with social media.
1.) Establish your Brand Identity
Creating a brand identity will be the foundation of most of your digital marketing efforts. Understanding your voice and tone will help lay the framework for who your brand is, in addition to providing you with the necessary framework for content strategy and marketing decisions later on.
Although you will tailor your social media strategy based on your business needs, i.e. using LinkedIn for more business exposure or Facebook for more consumer interactions, you want to make sure your brand identity is consistent across any platform or place a customer would come across it. Establishing your brand identity you can command authority in the industry, as well as showcase your expertise in your insurance specialization.
2.) Know your Audience
When it comes to your potential customer’s purchasing decision habits,
- 78% of consumers say companies’ social media posts impact their purchases
- 53% of consumers recommend companies or products in tweets, with 48% following through to purchase those products or services
- In 2016, Facebook influenced 52% of consumers’ online and offline purchases
Which means that people are thinking twice and ‘Googling’ thrice before committing to making a purchase online. Social Media serves as the first entry point of education for many people, and by sharing relevant content on your social pages that align with your brand identity, you are conveying that your company knows what it talking about, building trust with your current and potential customers, and helping to create an informed customer base.
Before posting content, try to think of how someone who doesn’t know anything about your topic will react to it. What value does this bring to them? Does it teach them something? By thinking of how a customer will interact with your content, allows them to come back to your page to learn more.
3.) Engage, Engage, Engage
“Engagement” can mean a lot of things, depending on who you ask. Some will say it means that your work is interesting and engaging, or that your post received a lot of ‘engagement’ in the form of likes or retweets. One thing is certain, though: once you begin to understand your audience, don’t just leave them there to dry—engage with them!
Engaging with your audience can be done in a multitude of ways, including:
- Asking questions within your posts. This will encourage feedback from your customers or even produce user-generated content that you can leverage in your future strategies.
- Staying Responsive: If customers are asking questions within posts or are sending you direct (private) messages, make sure you are responding to them in a timely matter. Best practice is to respond within 24 hours, but the faster the issue is addressed, the faster your customer is a happy customer!
- Being active: Insurance doesn’t have to be as dry as people portray it to be. If you have the opportunity, congratulate your customer on the arrival of their new baby or purchasing their new home. A simple and kind gesture can lead to a referral or business inquiry.
Social Media has become increasingly powerful over the years, becoming a driving force for companies of all sizes in the insurance industry. As insurance agencies continue to engage with their customers online, social media becomes another avenue to understand a customer’s needs and measure their expectations.
Social media platforms give agencies the opportunity to showcase who they are, what they know and ultimately build enough trust with their social audiences that they become and stay customers—which means that the minute we see social media as the building of new relationships with customers, we can start to see how it can help to further nurture leads across your marketing spectrum.
About Neilson Marketing
Since 1988, Neilson Marketing has been implementing innovative marketing solutions and strategies for our clients in all areas of marketing. Contact us today at (800) 736-9741, to put our talent, expertise, and vast resources to work for you. Let’s make things happen, together!