How To Up Your Social Media Game As An Insurance Agent
Social media may not be the make-or-break for your business, but it’s definitely integral to an insurance agent’s online marketing scheme. The problem: many agents don’t know what they’re doing beyond establishing the initial account. That’s why we’ve put together a guide for how you can move beyond establishing a social media presence and get into the heart of making it work for you. Let’s get started!
- Master one platform.
Many people believe they have to have a presence on every hot new social media platform out there. While it can’t hurt, you’ll get a lot more mileage out of your social media presence if you go “all in” on a single site. But which one, you might be asking? Answer: whichever one gives you the most confidence. For most, that is Facebook. The network has more than one billion users, so it’s likely the prospects you’re looking for are accessible there. Once you’ve developed mastery on one platform, you might consider working on a second like Twitter or Pinterest. (This assumes you don’t have the budget to hire a person for each platform. It takes a lot of time and work to do well.)
- Post things that are worth sharing.
To pull this off, you need to consider what you’ll be using the social media site for. Who will be your audience? If it’s primarily customers, you may want to post things directly related to insurance needs. If your market is largely local, think about recognizing people and companies that are doing great things for the community. Location of business, age of customers/prospects, gender, and value, are considerations you may want to make as you schedule content. If you’re using LinkedIn, that’s more of a business network, so your content might take a more serious, industry-centric approach. As a general rule for knowing when something is “worth sharing,” follow this: if it’s interesting to you and/or your customers, then it’s a good share.
- Be professional in presentation and appearance.
When you create a business page on Facebook, Twitter, or LinkedIn, it’s “your page,” but that doesn’t mean you should revel in the ownership with unprofessional posts or things that are likely to anger and divide. Take the recent headaches of Bar Charlotte in Charlotte, North Carolina. Eager for shares, one of the bar’s social media employees posted a “Condescending Wonka” meme of Gene Wilder’s Wonka character making a derogatory comment about Baltimore protestors. The backlash led to the employee’s firing and profuse apologies from the business. But by then, the damage had already been done. The lesson: yes you have the freedom to post whatever you want, but have the sense to know when you might be crossing the line and always, always, always, err on the side of caution.
- Interact with your community.
Posting things that people will share and comment on is only part of the effort you should be putting forth. Communities tend not to develop around pages where the participants are ignored. Therefore, when someone says something or tries to start discussion, join in. This encourages further engagement and tells your followers that you are accessible.
- Study your analytics.
I’m admittedly not a pro at Twitter for Business and other social network analytic systems beyond Facebook, but I know they exist. Just going from extensive experience with Facebook’s back end, these insights can be invaluable to your future efforts. Facebook’s analytics will show you which pieces of content are performing the best as well as how followers are engaging with the content. (Are they liking, sharing, commenting, or all three?) It will also tell you where most of the traffic is coming from geographically. By examining analytics on the social network of your choice, you can learn more about what works and what doesn’t and make the proper adjustments to maximize reach and engagement of potential insurance leads.
Social networking is here to stay, and you’re crazy if you’re not using it for business. This is where your prospects and customers are, and it’s such an easy way to connect. What are you having the most difficulty with on your social media game? Let us know by shooting an email or leaving a comment for us below.