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The use of social media such as Facebook, Twitter and LinkedIn in the business of insurance is becoming widespread. Many businesses - including insurers and insurance agents now use social media for a variety of purposes, including building brand awareness and trust, customer service and agent recruitment.
Harnessing social media’s power is crucial for your insurance agency's digital marketing efforts, and the multitude of platforms and advancing technologies make building relationships with leads and prospects easier than ever.
Yes, you can quickly reach a large audience — but that audience is often educated and savvy about social media practices and who they choose to do business with. To engage potential customers, you need more than a social media presence and a good price.
Your prospects expect you to be an insurance authority, a valuable resource, and a service provider that is all about the customer. Those prospects also want to know what sets your insurance agency apart from the thousands of other choices. Social media is the best platform to tell your brand's story and promote what makes your agency a better choice.
1. Start With Fundamental Insurance Agency Social Media Practices
Technology, digital marketing, consumer analysis, and other areas that affect your agency's growth seem to evolve constantly, and social media is no exception. It's easy to find innovative apps, up-and-coming platforms, and new research on social media strategies. But the fundamentals for building a brand — like a customer service, value, and relationships — are still social media practices that get results.
Before you order the "latest and greatest" social media app for your insurance agency, take an inventory of your social media presence. Remember, your leads and prospects aren't interested in bells and whistles; they are interested in connecting with someone they trust to find solutions for their problems.
Use these proven social media practices for insurance agents as a measuring stick and see how you stack up. Find the weak links in your social media presence and repair them to get the most out of your digital marketing.
2. Connect your online business accounts and your network to build your insurance brand
When you link your agency's social media accounts, you broaden your reach and strengthen your online presence. Your prospects and customers will become more familiar with your insurance brand and appreciate having multiple channels to access more information about your agency.
Maintain consistent messaging across your agency's social media accounts to engage your community and build relationships that help grow your business.
Once your social media accounts are in sync, expand your online presence by inviting reputable and relevant companies to connect. Healthcare organizations, local business groups, chambers of commerce, and others can lend credibility, serve as resources, and help spread the word about your insurance agency. These connections help you, the companies you partner with, and your audience.
3. Keep your insurance agent and personal online presence separate
Your online audience wants to create a real connection by learning about who you are, what you offer, and how you can help them. They want to know the man or woman behind the brand because they rightfully infer that who you are as a person is likely who you are as a business.
While letting your audience see your human side can make you seem more relatable, there is a limit to what you should share. That's why you should keep your professional and personal profiles separate.
Those vacation pictures from last summer have no place in your insurance agency’s social media presence. Focus your professional online content on your prospects and customers and how you can help them. While you don't want your insurance agency's online persona to be dry and "all business," you must always convey an air of professionalism and expertise.
The same goes for what you repost or share. Go ahead and share controversial news in your agency's social media feeds, but don’t provide your personal opinions about that news. Your content should be relevant to your services or to your audience's best interest. Steer clear of politics, religion, sexual orientation, and other polarizing subjects that can alienate your audience and even put your brand in an unfavorable light.
4. Use social media to show how much you care
Providing your customers with the best insurance products and services for their specific needs is at the core of your agency's customer relations. Bring that same customer-focused approach to your social media practices to show customers you care about providing practical solutions to their problems.
Even though it's a safe bet that prospects who interact with you on social media are interested in insurance, they are also interested in content that is relevant to other parts of their lives.
From local news to global health issues, employment trends to financial planning, there are plenty of topics that will interest your audience without taking the focus off your services. Share insights into the things that affect your prospects' lives and bring even more value to your brand.
If you support a social cause or campaign that speaks to your audience as well, promote the cause on social media and invite your audience to get involved. You get to promote your business, raise awareness of something important, and show your online community that you care about building genuine relationships.
5. Use humor to make a connection with your audience
It’s true: You can and should use humor as part of your insurance agency's social media messaging. Just be careful to avoid making offensive or easily misinterpreted statements.
You can stay neutral and still add some wholesome, humorous charm to your content. Tell stories — share anecdotes about customers, how you built your agency or tales about the insurance industry in general.
When your audience sees your agency as a reliable resource for insurance information and an organization that doesn't take itself too seriously, you have the beginning of a prosperous relationship.
Light humor puts people at ease because they see the "human" side of your business. Leads will be more comfortable interacting with you because they see you as relatable.
6. Share your customer success stories and testimonials
Customer success stories and testimonials give your audience an in-depth and unbiased view of your brand.
Your prospects want to hear from someone they consider uniquely qualified to evaluate your agency — your customers. Is it any surprise that the digital version of the holy grail of advertising, "word of mouth," is still so relevant? It shouldn't be. Social proof is hardwired into our brains.
If a leader sees the majority of your customers are happy with your insurance services, they tend to see your brand favorably, and vice versa. If you created an insurance plan for a small business that was affordable and comprehensive, tell your prospects.
Better yet, let your small business customer tell the story for you. If you have customers who have been with your agency for years, ask for permission to tell their stories. Let your satisfied customers "testify" to your great customer service and in-depth knowledge.
7. Publish content that provides solutions
You are an insurance expert. Your prospects are searching for reliable, dependable insurance solutions. When you publish content that offers solutions for your prospects' problems, you are providing a valuable service that establishes your agency as a reliable resource.
The content you create and share is the backbone of your brand's identity. Whether it's in your weekly insurance blog or a series on Facebook, social media content is the perfect tool to drive home your brand's unique identity.
Share your knowledge about insurance freely to instill that all-important trust and confidence. Whether you write a series of weekly blog posts explaining the basics of insurance or create social media posts about industry changes that affect the public, your goal is to create content with value.
Keep your social media content fresh and lively by periodically posting inspirational quotes or uplifting images. Mix in those valuable testimonials, interesting industry trends, and more variety to keep your audience engaged.
8. Make it easy to get free quotes and to get in touch
Remember the end goal of all this brand building and lead engagement is to drive business. You don't want to be "salesy," but you have to give your prospects plenty of opportunities to move forward with the relationship.
At a minimum, ensure that your website attracts new leads by making it easy for site visitors to get a free quote or sign up for your branded content. Giving your audience multiple options to contact an agent or learn more about insurance services is critical for turning leads into prospects.
Is your insurance agency's social media presence producing the results you want? If it's not, don’t dive straight into a revamp of your strategy. Review your online presence and use these proven social media practices to build your reputation as a trusted, knowledgeable insurance resource.
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