A 2021 Guide for Insurance Agents in Social Media Marketing
Insurance agents need to know that the rise of social media has helped us all live a shared global experience. In the US alone, Statista states that 70% of the population with internet access had active social media accounts as of January 2020. Insurance agents and businesses have gone online and are increasingly relying on technology to advance their insurance marketing.
Likewise, insurance marketing has also taken its step in the technology world. Insurance agents and companies are progressively utilizing social media as an effective way to contact, inform and communicate with their policyholders. But insurance agents also need to be mindful about how technology and the human experience collide in order to create a seamless user experience. That’s why when trying to build trust through technology, you have to use it to enhance, support, and drive those relationships to the next level.
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Five Social Media Strategies For Insurance Agents
When using social media to promote your small business, it’s important to do so thoughtfully. Don’t waste your time posting ineffective content by following the five strategies below:
1. Insurance agents must know their client’s communication preferences.
Determining what social media platforms your clients regularly use is extremely important. It’s imperative to figure out what clients want and cater to them accordingly. For example, in the first quarter of 2020, Facebook commanded a whopping 2.6 billion active users on a monthly basis. Instagram—the social media site that is second only to Facebook for daily use—had about 1 billion active users, as stated by Sprout Social.
Roughly 45% of the world’s population uses social media, with users averaging about 2 hours and 23 minutes per day. Facebook leads the pack with an average of 58 minutes spent per day, followed by Instagram at 53 minutes and YouTube at 40 minutes per day.
The stats speak for themselves. Smart marketers figure out what their clients prefer while selling insurance. This gesture in return helps customers feel they are wanted as well as gives the impression that you respect their choices.
2. Insurance agents must be thoughtful with their content.
One of the best advantages of using technology as insurance agents and brokers is viewing the world through your clients’ eyes. Whether you’re using Facebook, Instagram, LinkedIn, Pinterest or Twitter, make sure you’re posting thumb stoppers—a visual or some text that will make them stop and look while they’re scrolling through their social media feeds.
Whenever you post, keep in mind that you should use these platforms to educate and provide the right information to your clients and target audience. Present well-planned and executed posts on your social media platforms to gain customers’ trust and confidence. While you’re creating content, also remember that you should be able to connect each post to your brand and mission. And lastly, always follow the minimalistic approach: Fewer posts, but valuable content.
3. Insurance agents must know when to post.
The breadth and depth of 21st century communications are almost unfathomable. Add to it the content explosion. All of this means brands and companies are struggling to get in front of the right people.
Assumptions might not work when it comes to marketing for insurance. As businesses become more dependent on good content to influence purchasing decisions, the importance of determining the best times to share content on different social media platforms cannot be overstated.
According to Sprout Social, if you’re posting finance-related content on Facebook, make sure to post sometime between Monday through Friday from 9 am-noon, but not after 6 pm. However, if you’re posting the same content on Twitter, then the best times are Tuesdays 1-5 am and Sunday at 2 pm.
Researching the best times to post content, based on the social media platform and the content type helps insurance agents to work efficiently. Set up a calendar to keep things straight. Maximizing impact and being visible can be secondary to none, hence, choose prime times.
4. Insurance agents need to pay attention to social signals.
The social signal chase is real. In fact, the latest algorithms tend to promote content with the best social signals. Social signals—human interaction metrics such as likes, dislikes, shares, pins, views and so on—can help propel the reach and impact of your digital marketing campaigns, and in the process, can inadvertently assist you in ranking your posts higher.
Review the metrics for your posts and see which ones received the most attention and engagement. Do they have something in common? Do you understand why those posts resonated with your followers more? Stick with what works and see if you can build on and replicate your most successful posts by tailoring your content as needed. Also, do not make the mistake of neglecting leads for insurance generated through social media.
Additionally, property and casualty agents must pay close attention to their online reviews. These are the most direct social signals from the local community, and must be acknowledged accordingly. Make sure you address reviews, both negative and positive, with an open mind and look to address issues.
5. Insurance agents should keep their website young and fresh.
Using the four insurance marketing strategies above, you’ve driven new customers to your website. Now what? Maybe it’s not your personal website or you’re redirecting it to your business page. Is the website updated and in alignment with your business image and goals?
Successful companies have streamlined websites with modern layouts and fonts as well as high-res images. As dedicated independent agents, you want to make sure your website appears professional and sleek, just as you would want to appear if you were meeting a potential client in-person for the first time. Remember, first impressions matter.
Two Ways for Insurance Agents to Develop More Meaningful Client Connections
Your new social media skills have driven better engagement, and now it’s time to capitalize on it. Here are two ways you can establish deeper client relationships in order to drive insurance sales:
1. Email your clients relevant and enjoyable articles.
One advantage of using emails is that they can always be personalized. Instead of just sending out newsletters to your clients, try sending articles about topics and things that your clients love. That personal touch and thoughtfulness will help build a closer relationship with them.
This kind act will give them the impression that you think about them and understand where their interests lie. But don’t overdo it. Sending unnecessary articles and too frequently might also weaken ties. The key is to maintain a balance.
2. Video Conference with Clients When Possible.
While the above-mentioned ways to engage with clients and potential customers are essential, nothing beats human interactions. At its heart, insurance marketing ideas are about establishing relationships between a company and its customers, and the best possible way to do that is through face-to-face communication. However, it’s not always possible to meet in-person.
Enter the next best thing, video conferencing. Video calls provides a way to read your clients’ facial expressions and body language. They can help you build trust and long-lasting, positive and productive relationships with your clients. There are various platforms: Zoom, Skype, Google Hangouts, Facetime, etc., so familiarize yourself with one or two and get calling.
Using social media for insurance agents is growing rapidly and marketing for insurance through digital platforms is a must. It’s now an essential tool to effectively promote your agency. Vintank also expresses the importance of social media and how it plays a vital role in content marketing. A strong marketing plan emphasizing the use of digital platforms is a must have for insurance agents. While it’s no substitute for communicating with clients face-to-face, a well-crafted and thoughtful social media strategy can deepen client relationships and also bring in new customers.
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