If you’re still relying on cold calls and knocking on doors to generate sales — you’re willingly letting money pass you by. If cold calls and office visits aren’t cutting it for you, where do you turn? Social media. Does that answer surprise you? It shouldn’t. Research by LeadSift showed some pretty staggering data relating to social media’s impact on lead generation in the insurance industry.

  • In one month there were 3.7 million tweets about insurance and 23,401 social leads who had intent to purchase
  • Only 1% of the leads received a response
  • The dollar amount attributed to insurance leads generated by social media is over $15 million a month

Now that we’ve established that your agency needs to get involved in social media, you’re probably wondering how and where you start? It’s easy. Keep reading for seven simple ways you can leverage social media for your agency.

Create a business page

Posting business content from your personal page is a no-no. Your clients need don’t need to see your personal life, and they probably don’t want to. Creating a business page on Facebook is easy and is a good place to start. You can learn how to create a Facebook Business Page here

Follow news organizations and businesses in your industry

Keep your own feed flooded with useful information. Following news sources and businesses in your industry keeps you up to date on happenings, and provides content that can be easily shared onto your own page.

Use the 70/20/10 rule for posting content

If all of your content is selling, people will stop listening. While the ultimate goal is sales, only sharing sales content will not get the job done. Instead, stick to the 70/20/10 principle when sharing content.

  • 70% of your content should be valuable information including news stories, insurance industry updates, business tips or any other value-added content. These add value and build your brand. People will turn to you as a source instead of only a place where they see promotional content.
  • 20% of your content should be shared from other sources, whether it be news stories, local events or industry articles.
  • 10% of your content should be promotional

Be personal

Don’t become too stuffy. It’s important that your followers know there is a person behind the page. Keep the tone semi-conversational. Shy away from too much jargon and posts that sound like essays.

Reach out to consumers

Don’t just wait for consumers to come to you — go find them! Hashtags make it easy to find people talking about insurance or any other topic. If you see someone complaining about their current service, reach out and let them know how you can help them.

Keep it general

Be careful not to get too detailed in conversations with customers. When responding to customers in comment sections, keep it general and save the details for an email or office visit.

Be consistent

It’s important to have quality content, but it is also important to be consistent in posting. Waiting weeks between posts won’t give your customers the best impression. Make sure you’re posting quality content on a regular basis.


Getting your business active on social media isn’t hard, and it could mean more business for you. Social media allows you to have thousands of customers at your fingertips for free. Start today by creating social profiles and see where social media can take your business. Check back soon for our next blog post that will go into more detail about which platforms your agency should be using.


photo courtesy of Christian Colen via Flickr