How to grow your insurance business with social media
You probably already have a profile on Facebook or LinkedIn, but are you using it effectively?
Independent insurance agents are always on the lookout for new customers and new ways to find them. So if you’re not using social media as a marketing tool, you’re missing a big opportunity for both.
Social media has the power to reach thousands of potential insurance customers. Even better, you can do this for minimal cost and effort. The trick is to avoid the hard sell and remember the “social” part of social media.
Follow these tips to turn your social media presence into an effective marketing tool for both customers and prospects.
Find a meaningful way to connect
Social media is more than a place to advertise your business. Consumers expect to connect in a more personal way with the brands and businesses they care about.
But to build that relationship, agents have to produce content that engages their audience. Here are some ways you can create personal connections with your clients:
- Introduce yourself and your employees. Post mini-profiles of yourself and your agents on Facebook or Instagram. The profiles should detail your background in insurance and the services you offer. Don’t forget to include a high-quality photo, too.
- Post relevant articles and events. Engage prospects by sharing articles and events that may interest them. Topics could include insurance, small business, and money-saving tips.
- Demonstrate your community involvement. Does your company participate in fun runs or donate to nonprofits? Social media is the place to promote your company’s dedication to your local community.
- Share your knowledge. Write LinkedIn posts that show your expertise in a particular niche and share them with your network. This can help build trust with clients and establish you as an industry expert.
Take full advantage of software and other tools
You may not think your busy schedule will allow you to spend time on social media marketing. But marketing is critical to growing your business, and social media is one of the easiest and cheapest ways to promote your services.
Even so, there are a number of ways you can make social media engagement easier. Try these methods to get maximum social media rewards with minimal effort:
- Use social media management software. If you don’t have time to continuously engage on social media, Hootsuite and Buffer can help. Both offer free plans that allow you to schedule posts regularly and in advance of holidays or events related to your agency’s niche.
- Buy ads on social media. You can also try paid ads to help tap into the market of social media users. Social media lets you target your ideal customer. For instance, Facebook advertisers can market to specific demographics, format their ads, and track their performance. Make sure to choose the social media platform that’s most popular with your target audience.
- Connect with influencers. A mention from a top YouTuber or blogger can significantly boost your brand. Identify relevant publications, blogs, or social media personalities with a large following and engage with them online. You might want to retweet their posts or even pitch a guest blog. Businesses earn $5.20 for every dollar spent on influencer marketing.
Leverage your social media network for leads
With a little work, you can build your social network, better engage with your customers, and establish yourself as an expert.
But your ultimate social media marketing goal should be to turn your posts into profits. So, exactly how do you do that? Try the following to generate and nurture leads:
- Optimize your profile. Customers need to know what you do and how to find you. That means your social media profiles should explain the services you offer, and include contact information such as phone or email.
- Contact the decision-makers. Use LinkedIn Premium to bypass the gatekeepers and connect directly to the people tasked with getting coverage.
- Track brand mentions. Do you know who’s talking about your agency online? If not, you might miss out on sales. Social media management software can help you monitor conversations about your business.
- Create a contest. You can offer incentives like contests, which can bring a lot of attention to your social media pages. You can collect email addresses from contest entries to use for future marketing. Just remember to check your state's regulations before you design your contest to make sure you’re not violating any privacy or other laws.
Social media is an invaluable, inexpensive way to connect with clients who might otherwise be out of reach. A social media campaign can reach new prospects and increase your brand recognition. When done right, it can also help build a lasting relationship with your clients that ensures business for years to come.
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