People’s attention spans are decreasing, but your insurance Brand still needs to capture the attention of independent agents, brokers and clients. You can do that through social media.
Since you know why your insurance Brand needs to be social media, the next step for your Brand is to know how to use it. From choosing a platform to developing copy, there are several aspects of social media that your insurance organization needs to consider when developing a strategy.
Following these four steps will help you create a solid social media marketing strategy for your insurance organization that will generate leads and increase agent adoption.
1. Choose the right platforms
First things first - you need to figure out which platforms your insurance organization wants to utilize. Trying to build a strong presence on every social media platform is unrealistic and costly. There are hundreds of different social media channels, and independent agents don’t use all of them.
Of all the existing channels, your insurance Brand should pick 2-4 to utilize in your marketing strategy. This allows your organization to focus more time, resources and creative energy into the platforms that will generate leads and drive conversions.
Look towards your Brand’s agent personas to gain a better understanding of which platforms your Brand should use. You wouldn’t want to use Snapchat to reach prospective agents if they don’t use it. However, if you find that 45% of your target agents and brokers use Twitter, your Brand needs to be on Twitter.
2. Utilize keywords and hashtags
For your insurance Brand to successfully reach new independent agents, you need to use the right keywords in your content. Optimize your content with relevant keywords and phrases to draw in interested agents and brokers.
Depending on the platform you use, incorporating hashtags into your social media posts could be a great way to include keywords. If your insurance organization uses Google AdWords for your advertising and marketing strategies, you can use Google’s Keyword Planner to better understand the keywords to utilize in your social media content.
Using relevant keywords and hashtags in your social media posts will help your content get seen by the agents you want.
3. Leverage tools and chat bots
The more your organization’s social media grows, the harder it can be to keep up with. But there are several tools available that your Brand can use to stay ahead in the game. In fact, by 2018 around 30% of our online conversations will be assisted by machines.
By using social media listening tools, your insurance Brand can promptly reply and interact with agents, your social posts and relevant comments about your Brand. Here are some examples of helpful tools and resources your insurance Brand could consider using:
4. Interact with agents
With the help of your social media listening tools, it’s important to interact with both current and potential agents. Replying and interacting with agents helps build relationships and gain their trust. Social media posts with helpful, interpersonal content helps independent agents see your Brand as genuine. Don’t be afraid to start a conversation. In fact, your Brand needs to be starting conversations through social media.
Discover a gap in the market, and fill it. The average response time for a Brand to reply to an agent over social media is 10 hours. Do better than your competition and show agents your organization’s interest and dedication through timely and effective replies.
You can learn more about social media marketing and how it fits into an inbound marketing campaign by downloading our free eBook, Tools of the trade: 7 Fundamentals of an Effective Inbound Marketing Campaign.
Integrate your current social media strategy with inbound methodologies to strengthen your overall insurance marketing strategy and attract more agents to your Brand. Let's touch base and put the Hult Team’s experience to work for you. You can reach me at 309-673-8191 or firstname.lastname@example.org, and together, we grow your insurance Brand.