This is an excerpt from our latest guide, The Ultimate Social Media Playbook For Insurance Agents. Click the link to download the PDF.
Want an effective way to market your insurance agency that won’t cost you an arm and a leg? Then it’s time to consider social media marketing. Using social media to benefit your insurance agency doesn’t require a lot of cash flow—but it does require planning and consistency to make your time investment pay off. If you aren’t willing to spend a little time each week planning and preparing your social media posts, social media may not be the best strategy for your agency. But if you’re ready to use this largely-free method to build relationships with people who could become your customers, read on.
In this playbook, we’ll discuss some best practices insurance agents can use for social media marketing, as well as step-by-step instructions on how to actually execute them. Best practices include:
- Use social media for the right purpose
- Focus on the larger narrative for your content planning
- Use various types of content
- Take advantage of processes and tools that keep you efficient
- Measure & adjust your social media plan to get the results you want
The Ultimate Social Media Playbook For Insurance Agents
#1: Use social media for the right purpose.
Your first inclination when using social media may be to start sharing information about your great products and how potential clients can get in touch with you to get coverage. Don’t do it!
Sales pitches like this via social media should be done very sparingly—people tend not to engage with social media channels for these kind of purposes. The key word here is social. Just because you can attempt to sell doesn’t meet you should. You can always have an option for customers to contact you if they’re interested in talking to you about your products, but in my opinion, this should rarely be front-and-center of your marketing efforts.
Instead, use social media for the reason it was intended. The majority of your posts should be dedicated to:
- Sharing information
- Entertaining your readers
- Building brand awareness
- Promoting your agency’s reputation
- Fostering a community connection
Tools To Use
Take a look at all your options available for posting to social media and then determine which platforms you want to engage (and can commit to). Major channels include the following:
Don’t make this decision haphazardly. Think about your ideal customers—their demographics and which channels they’re using—and then focus on those.
“Currently, we use social media to drive consumers to our information pages and product review pages. If we write a review for a new product or have a new blog post that is informative, we will set up a social media calendar to share the content and also do some direct paid marketing to the original content.
Once the reader has read the information or review, they might be interested in going to the next stage of the process, and that is how we generate conversions through social media. Usually, social media platforms bring people in at the top of the funnel when it comes to generating leads or sales. So you don't want to try to sell from social media; you are mainly looking to introduce yourself or educate the consumer.
To make the most effective use of social media when it comes to an insurance agency generating leads, I would only recommend using it as an introduction to your company, not as a sales or lead-generating platform.”
JC Matthews, Co-Founder, Simply Insurance