Social media is quickly becoming an essential marketing tool for businesses of all types and sizes, especially in the insurance field. However, when you are focusing on revenue generation and agency management, social media can seem like a daunting task. Agents tend to wonder:
which platforms should I use?
what content should I post?
how often should I post?
how can I measure success on social media?
While this information is important to a digital marketing business strategy; social media doesn’t have to be overwhelming for your agency. Below are 5 easy steps to help boost your agency’s social media footprint.
1. Keep Your Profiles Updated
LinkedIn is often the first platform customers turn to, to look for information about you and your company. Your profile acts as an online professional portfolio showcasing – who you are, what you do, why you’re qualified (or not), how to contact you, when to hire you and how relevant you are. There are millions of potential customers on social media and a single connection could lead to multiple business opportunities. For this reason, make sure to at least update your profiles with your current job title, job description, correct contact information and a current photo.
2. Use Your Everyday Activities as Content Topics
Most people believe that you have to set aside a large amount of time in your schedule for creating and finding content to post about on social media. These people don’t realize that they are constantly creating content throughout the day in their own professional settings. Conversations you have with colleagues or brokers and emails you send to clients can be re-purposed into content for your social media avenues.
3. Create FAQs & SAQs Lists
FAQs – Frequently Asked Questions
An easy way to create useful content for your clients is to write down a list of frequently asked questions. My rule of thumb has always been, if one person asks a question there are probably a few others wondering the exact same thing.
Examples: What questions do clients have when considering deductibles? What do insureds ask about flood insurance policies?
SAQs – Should-Ask Questions
These are questions that you feel your clients should have but aren’t always what they actually ask. Perhaps they are even questions that you wish your clients would ask because it would prevent questions or problems down the road.
Examples: What should homeowners consider when doing a home remodel? Is there a cyber risk for my business? What should renters think about when moving into a new rental home?
4. Keep it Positive, but Keep it Genuine
Remember that potential clients view your content as a reflection of what it is like to do business with you or your agency. Therefore, you want to make sure that reflection is positive, but also true. You are building a relationship with your clients, especially in the insurance industry; they need to feel like they can trust you in order to do business with you.
5. Try for 10 Minutes Each Day
Like we discussed earlier social media doesn’t have to take up a huge amount of time. In fact, if done properly you should be able to use a social media management tool to schedule your posts out ahead of time. If you use your time effectively, you should only need about 10 minutes of each day for your social media marketing.
We have reached a point in our industry where social media gives clients the ability to seek out individuals or agencies directly for their insurance needs. It is ultimately up to us to implement social media strategies that capitalize on this opportunity. Although some strategies are a bit more complicated than the steps listed above, it doesn’t have to be. You don’t have to be a skilled, technical writer or invest tons of time to take control of your social media presence.