Social media for insurance companies and agents has its challenges.
However, social media has become crucial to the insurance business.
Plus, the rewards insurance agencies are reaping on social media outweigh the challenges.
Insurance agencies should take a practical approach to social media to ensure compliance, avoid pitfalls and enjoy the benefits.
Today we are going to discuss how to take a practical approach to social media for insurance agents.
1) Getting Started and Engaging on Social Media
In 2019, brands and businesses, insurance agencies included, are expected to have a minimal social presence of at least Facebook and/or Twitter profiles.
“According to the Pew Research Center, 75% of American men and 83% of American women use Facebook”
“According to LIMRA, 93% of Life Insurance Companies had established a social media presence by 2015”
If you’re going to have social media for your insurance agency then you should start with Facebook, then add a Twitter account second and additional platforms over time.
In the beginning, it is ok to focus solely on setting up your profiles to best reflect your brand. You don’t need to worry about posting content or engaging with folks until you have your brand presence completely optimized and ready.
Below is the complete social media marketing process, right now we are focusing on steps 1 and 2.
Social Media Marketing Process
- Audit your social presence and collaborate with your team to understand your brand and marketing goals
- Analyze your competitors’ social presences and develop a social strategy for your brand
- Implement and manage your brand’s social strategy
- Create and share content and communicate with followers
- Manage all of your social media functions or to train your team on how to do it
- Optimize based on analytical data from your social media campaigns
- Increase social followers, online brand awareness, and targeted web traffic
Once your profiles look nice and are branded according to your strategy, it is time to plan your activity on these platforms and start tackling steps 3 through 7.
Here are the activities you can do to grow your brand’s reach on social.
Social Media Marketing Activities
- As your Brand’s Facebook Page, Like local business and organization pages on Facebook
- Follow local business and organization profiles on Twitter
- Like and comment on posts from all of these local businesses and organizations
- Post helpful content for your clients and prospects
- Post statistics and information as an insurance expert
- Post home improvement and car maintenance tips or retirement planning (Depending on your target)
- Use keywords in #hashtags occasionally, but don’t over do it
- Be personable and as friendly and helpful as possible
- Share pictures and other media of your agency and team
- Share valuable insurance blog posts that you read online
- Write and share your own blog posts on social media
Once you begin these activities, you will start to see more and more notifications for page likes, post shares, and direct messages.
If you are tracking your website traffic, then you should see an increase in traffic as well – coming from your two new channels on Facebook and Twitter.
Insurance companies are generating a substantial amount of leads on social media. According to Property Casualty 360,
“Social marketing is a cost-effective way for lead generation. Of all businesses engaging in social marketing, 45% report that it has decreased their lead generation costs and 24% of them say that their revenue has increased specifically from using social media for this purpose.”
BUT they go onto say,
“Even though 93% of agencies report they have some sort of social marketing effort in place, 64% of them don’t measure the return on the investment”
So, if you are going to take the time and effort to get active on social media and are hoping to generate leads. Make sure you have a tracking system in place to help you analyze and measure the results from your efforts.
2) Social Media Listening for Insurance Companies
When you aren’t engaging on social media, you can use it to listen to your customers and analyze your competitors.
This is called social media listening and is a great way to keep up with customers and competition.
In addition to liking and following local businesses and organizations, don’t be shy to like and follow competitors, customers, and prospects.
This way you can see updates from their accounts and keep an eye on them and their activity. Watching what your competition does on social will give you great insights for your own marketing.
If you really want to take it a step further, you can pay for an app that would crawl social media platforms for mentions of your brand or other keywords.
Here at Leadsurance, we monitor all social media and the entire web for mentions of our brand. We get alerts every time someone mentions us anywhere online so that we never miss warm leads, opportunities to engage with prospects, or interactions with our customers.
The app we use creates a feed containing mentions of your brand from everywhere online all in one place with notifications, it looks like this:
Look at that, a few prospects engaging with us and a warm lead 🙌
For agencies with multiple locations or remote employees – apps like these can really help you keep an eye on your agency’s brand and quickly respond to anyone talking about you online.
We are working on our social media listening product for insurance agents, if you’d like to be a part of the beta then start a chat with us and let us know 🙂
The guide actually walks you through step by step, with screenshots, on how to use a variety of social platforms to monitor your target audience. It doesn’t require any paid software either although it does share a list of what social listening tools experts are using.
3) Ongoing Social Media Marketing and Optimization
Like I mentioned earlier, over time you should consider adding additional platforms such as Twitter, LinkedIn, and Pinterest for example.
There is no one size fits all answer to which social platforms an insurance agent needs.
Facebook and Twitter are statistically the two largest and most used by consumers.
That said, LinkedIn can be great for commercial insurance while Pinterest can be great for life insurance social media marketing.
Social media marketing for insurance agencies is an ongoing effort that will require you to analyze and measure your activities and results.
With this information you can make intelligent decisions about where you focus your efforts and if you should add additional platforms.
At this point it will be worth investing in a tool or tools to help you manage your insurance agency’s social media presence.
Here are a list of useful tools and the main function(s) they serve:
- This is a social media management tool that will help you manage multiple social media accounts (Facebook + Twitter + LinkedIn + Pinterest for example) Also, it is great for scheduling out content over time.
- Social Media Listening tool that will track your brand name and/or keywords across all social platforms and all over the web. It sends you notifications so you can respond quickly to anyone mentioning you or your business.
- This app will crawl your insurance agency blog and create social media campaigns for you. It will save you a bunch of time creating content for your social media platforms, BUT you have to have an active blog on your website in order for it to work.
- This will track the traffic to your website telling you which social media platform visitors come from and where they go on your website. The data will help you measure the impact of your efforts on each social platform.
- A versatile social media app that does a lot. You can use it to schedule posts to all of your social platforms, keep an eye on competitor’s pages, and generate reports on all of your activity.
With these tools you will save a lot of time logging in and out of social accounts and posting content in turn making your social media management much simpler.
Also, you will be able to expand your reach, engage with more prospects and customers while measuring your results and improving them.
Time to Spruce up Social Media for Your Insurance Company
Well folks, those are the 3 steps to social media for insurance companies.
Pretty simple right?
I kid, I kid.
I know how daunting things can be in the digital age with technology changing constantly.
So, I would be doing my readers a disservice if I didn’t plug the Leadsurance platform at this point.
Right now, Leadsurance clients are enjoying having custom branded social media and blog content created and shared for them on all of their social media profiles.
Our clients literally just make a few clicks to connect their social media accounts, like this:
And then we keep their profiles up to date with custom branded, engaging, and educational content. That is right, done-for-you content and automated sharing.
With Leadsurance you won’t spend your precious time trying to stay top of mind and reach new prospects on social media, we will do it for you.
If that sounds like it would be helpful to you, then make sure to get a demo before you leave 😉
You will also get to see how our insurance chatbots assist prospects.
Good luck implementing social media for insurance companies. If you have any questions along the way, just leave any comments or questions in the discussion section below.