How to Get Started with Social Media for Your Insurance Company
Gone are the days when social media was only designated for personal use. Every industry in the professional world has embraced the power of this medium for promoting their products and services. Although it may be more or less effective depending on the nature of each industry, no one can deny that social media is a huge player in the game of marketing and promotion. For insurance companies, this is no exception.
By now, probably every insurance company has at least admitted two things about this issue:
1) They know their overall internet presence would be strengthened by social media, and
2) They know they should invest the time and resources to make it happen.
But for so many companies, especially the smaller insurance agencies who have very limited time and resources, taking the plunge has not been easy. Generally, the biggest fear factor is simply not understanding how to leverage the social media channels effectively. Companies are afraid that if they haven’t mastered the system, they shouldn’t attempt to enter the playing field. This couldn’t be further from the truth.
The great news is that because social media is a long term investment that factors into your overall internet presence and web rankings, even a little over time can end up having a huge impact. So here are a few tips for getting your social media campaigns started.
- Focus on just a few channels. There are far too many social media options for any one company to take full advantage of, and spreading yourself too thin too soon is the fastest way to burn out and give up. So pick just a few options to begin with and don’t be too eager to branch out until you are confident that you can manage. For insurance companies and agencies, I highly recommend starting with Facebook, Twitter, and LinkedIn, as these channels already contain a lot of great contacts and content for the insurance industry. Set up a profile for each of these, filling out all of the sections completely, and then you’re ready to start posting! Take a look at the following links for help setting up your company pages on Facebook and on LinkedIn.
- Build momentum slowly and steadily. Don’t try to saturate your pages immediately, or you will probably get overwhelmed. Just begin by posting around 2-3 times a week. Once you get in a rhythm, you can increase your frequency.
- Use your company blog for content. Lacking inspiration for a new post? Just Share, Tweet, and Update about your recent blog articles—not only will this promote your content where more people can see it, but now those readers can also share your content with their contacts. A popular blog article can quickly drive a lot of new customers to your website, or at least put you on the forefront of their mind when they’re ready to begin shopping for your services.
- Share other affiliates’ content. Not only does this make for very quick posts when you don’t have much time, but you might also find that those companies will return the favor, especially if you are in the same network. Social media makes collaboration so easy, which not only benefits businesses but also their customers.
- Create posts that encourage action. Tweet about a trendy topic and conclude with an open-ended question, like “It’s NFL Playoff season again! Who are your Super Bowl picks for this year?” Or post a funny picture of you and your coworkers, and invite your readers to submit caption ideas. Or share an article about a recent catastrophe that damaged a building and ask your readers if it’s about time for them to take a second look at exactly what their insurance covers. Whether the topic is insurance-related or not, engaging your customers will build rapport with them and usher them into the top of your sales funnel.
- Schedule several posts at one time. Utilizing tools like HootSuite and Buffer can be a lifesaver for a busy insurance agent. You can schedule weeks’ worth of posts at one time, which is incredibly useful for weekends and holidays, traveling, or just a full calendar. It’s a great way to maximize your social media presence while saving you a lot of time.
The truth is that you don’t have to be a master at every social media channel in order to get started with it. Start small, with a manageable plan for growth, and you’ll be amazed at the long term success you achieve.