Do’s & Don’ts: Social Media Marketing For Your Insurance Agency

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What is social media marketing?

Social Media Marketing Definition

Can’t figure out where to start?

Google your company name and see which platforms rise to the top of page 1 in the SERP.

Maybe you have a Yelp account you didn’t know about. It’s time to take ownership of that and update your information. This is a big part of your business’s reputation and you want to be aware of what customers are seeing!

Make sure there is consistency in your company information and that you are putting your best foot forward with the customers finding you on these platforms. 

Although implementing social media marketing within your insurance agency is important for the success of your business and growth, most agencies struggle to keep up with this fast-paced market. 

Let us reveal some tips and tricks to keeping up with the social media trends so you can get ahead of the game!

And, for more of a complete guide to digital marketing for insurance, check out our 2020 Guide to Digital Marketing for Insurance Agents.

Our first biggest tip to you is to find your balance. You are a professional company, but you don’t always need to be so stuffy. Social media is supposed to be…well, social! Find a way to have fun within your space. 

Now, let’s get into it…

Guide to Social Media Marketing for Insurance Agencies

Instagram for Insurance Agencies

DO: Take Advantage of Instagram’s Tools.

With Instagram, you are able to set up your profile as a business account. This is extremely helpful because it allows you to track the insights of your profile and individual posts/stories. Here you can see how viewers are engaging with your content, therefore allowing you to better understand your target audience’s interests and tweak posts accordingly.

TIP: Make sure your business’s Instagram handle matches the rest of your social media handles. This will make it easy for your customers to find you.

DO: Tell A Story Through Instagram!

Brand awareness is crucial especially with the overabundance of insurance agencies. Let your consumers know what your company stands for, tell a story and have fun with it!

People will know you sell insurance by your name, but show them more about who you are and more about your local area. Post about local events you’re going to etc.

Here you can also show off your awesome employees by posting candids of them working hard in the office or give some fun facts about their lives to make your company personable. Instagram is the perfect social media platform to show off your personality.

TIP: Always have a balance with your posts by straying away from only posting photos. Be contrasting with your content by posting videos, infographics, quotes, memes, graphic designs and more. Once you discover your audience’s interests, this will be easy for you. 

Check out this awesome video done by Lapointe Insurance, this is a perfect example of mixing it up and having fun with your followers!

DON’T: Act Too “Salesy.”

You aren’t trying to sell a pitch through Instagram. Buying insurance is a big step and a lot of thought goes into choosing a policy that matches the client’s wants and needs. You want to be real with your target audience. Don’t just convince them through pretty pictures and false advertising. Honesty is key.

Twitter for Insurance Agencies

Photo of Twitter Login Page

DO: Interact With Your Followers!

Do you go to a networking event and only talk about yourself? If you do, you’re probably not a very good conversationalist. You want to engage with your peers, just like your followers. Get to know them, they could be potential customers!

Commenting or liking your followers’ posts allows you to become personable and more approachable to potential customers. The key to being a successful insurance agency is to have personalized policies and to be engaging with your clients, therefore, you should project the same values on Twitter. You want to humanize your insurance agency’s social media, not as if a robot manages it! 

TIP: Every once in a while, try retweeting and responding to competitors’ content. This allows you to gain exposure from all of their followers and potential customers along with making friends in the industry!

DO: Stay Consistent!

Be consistent and have a rhythm with posting. Becoming too inconsistent will cause followers and potential customers to lose interest because it seems sloppy and unprofessional.

If you take the time to plan and post around the same time every day, customers will expect a post and become excited and anxious to see the next. Having a schedule for future content or having an automated posting app will increase your followers and views significantly.

Screenshot of SEMrush social poster dashboard

TIP: Use platforms such as Hootsuite, SEMrush and Sharp Spring to gain insight and analytics on your performance.

Call to action button leading to marketing automation page

DON’T: Tweet About One Thing.

You don’t always have to only tweet about insurance. Just like Instagram, you can make your content fun by posting about events going on in the area, interesting local news, funny memes, and so on.

Don’t be scared about posting iffy content. After all, you want engagement…let’s get some voices and opinions on your page! (Just try to stay away from politics…that can be messy.)

Facebook for Insurance Agencies

DO: Respond To Messages In A Timely Manner

A great aspect of facebook is the facebook messenger tool. This is an easy way for potential customers to get in touch with quick questions that may have not been answered on your FAQ website page.

Customer service is vital to your company’s reputation and this is the best way to show people you care about your customers and will always give them #1 priority. 

TIP: Remember your average response time is shown on your business’s profile. Customers can see this!

DO: Use Facebook Ads

If you want to grow your business like crazy and want people to actually discover your business, you want to start advertising on Facebook. With Facebook Ads, you can promote your content and target your ideal customer with just a few easy steps.

On average, only 2% of your audience sees your content. If you have an extraordinary blog that isn’t getting enough exposure, promoting these articles with a catchy caption will boost your views. Especially with FB Ads new algorithm updates constricting eyes on brands. This is a great way to target certain areas with specific insurance policies.

And the best news? You don’t need a bank-breaking budget.

TIP: Ask us about our success with Facebook Ads! 

Photo of someone tracking their Facebook analytics

DON’T: Make Ad Descriptions Lengthy

When you’re working with Facebook Ads, it’s best to keep the title and description short and to the point. In other words, ads aren’t people’s favorite part of social media, so don’t make it boring and not worth the read.

Creating a quick, eye-catching sentence will increase the odds of your viewer to read your message and potentially click to learn more.

Instagram, Twitter and Facebook aren’t the only social media accounts you should be marketing through. For example, other great social media sites to invest your time into are platforms such as; LinkedIn, Youtube, Yelp and Pinterest. Remember, all of the above Do’s and Don’ts can be versatile to one another! 

Some quick and important advice to remember is no matter what platform you are using, always ensure your information is correct and you are portraying your business the way you want the world to see you.

Iphone applications on screen for Insurance marketing

Marketing through social media is one of the most productive and cost-effective ways today to promote your business. The average digital consumer spends about two and a half hours on social media every day. Businesses must take advantage of this massive influx of online users for their own success.

We’ve put together The Broker’s Guide to Selling Insurance on Social Media, check it out!

By maximizing your social media marketing skills, you can create an endless amount of leads for your company. Most of it is easy, fun and free! What are you waiting for?

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