Insurance agents are tasked with a unique challenge – developing a local brand identity while delivering on the larger insurance brand’s promise and customer experience.
For insurance brands, social media is most often used as a tool to get the word out about the newest services, discounts and plans, but agents have the opportunity to make a name for themselves as a local expert within their communities. Here are four things agents should keep in mind when developing a social media strategy.
1. Start small
When it comes to implementing social media, or any marketing channel for that matter, you have to set reasonable expectations. If you only see 50 customers in your office in a given week, it’s unreasonable to expect 500 new Twitter followers or Facebook fans in that same time. If you’re new to social media, it’s important to understand your place in the social landscape and determine which channels are right for your firm. What platforms are your customers and potential customers already using and which of those provide the best channel to deliver your message? Newer platforms like Vine, Instagram and Snapchat likely won’t be a fit for your audience, so focus on more traditional platforms like Facebook and Twitter to engage your users.
Also understand that as an insurance agency, it’s unlikely that your content is going to go viral – but that’s okay. New York Life has one of the largest Twitter and Facebook followings in the insurance industry. Why? Because instead of trying to develop content that would go viral, they focus on providing value to their followers and fans. When looking for social content, New York Life’s social media team shares everything from articles on how to save your pocket change to guidelines for selecting the best life insurance plan. Their dedication to providing useful information established the company as a go-to source for customers experiencing important life events such as having children or caring for aging parents.
2. Embrace third-party content
Content development can be one of the biggest hindrances to social media adoption. Especially when you don’t have a dedicated marketing or social media team, it can be difficult to develop fresh content on a constant basis. Don’t be afraid to look to outside sources for help. Consider sharing relevant news articles and graphics from national publications and local outlets.
If you do create content internally, use social as a channel to share it. Just ensure the content you create is relevant and provides value for every follower, fan and friend.