Use social media to build your insurance business
You’ve mastered the art of engaging people in person, and you can spot a potential client from miles away. Your handshake is the stuff of legend, and people really take notice when you speak. Your website is sleek and user-friendly, and it’s bringing in a steady stream of business. Now, it’s time to start directing traffic to you and your insurance business site, and social media is the best map available.
Figure out the party
The first thing you need to do before you start posting inspirational memes and pictures of your dinner is how social media works. You know how to post on a personal level, but your insurance business is exactly that — your business. So it’s important to look at it strategically.
The easiest way to do this is by comparing social media to a social gathering. Think of it as a party. What kind of party guest do you want to be? If you go to an actual party and you see someone who is standing in the middle of the room shouting about term limits, you probably don’t want to talk to that person. That means no one wants to read those social media posts over and over, right? How do you get people not to scroll past you?
Think of the type of party you want to attend. Is it formal and stuffy? Is it casual and fun? This will set your tone. From there, figure out how to be the person at the party everyone wants to talk to. Draw on your own life and career experience. What do you have to say? The folks over at Data Mentors have noted that 93% of life insurance companies had social media programs in place. Find out what else they have to say about powering your business through social media.
All platforms are not created equal
Recognize that each social media platform has its own purpose, and see how you can leverage that to your advantage. Our breakdown of social media use for Real Estate can be incredibly helpful for your insurance business to see who is using which platform and when. If you place yourself as a source of information on the market, perhaps you use related quotes for Twitter or post article links. Images of your business (and your happy clients) can go on Instagram, along with the things you’ve helped them protect – whether it’s their family, their house, their car, etc. Information about new hires, exciting business developments, and slightly longer posts can go on Facebook.
Snapchat, the newest player in the social media game, should not be overlooked. This article over at PropertyCasualty 360 outlines some reasons you should get on it, along with 11 tips on how to use it. Remember, with Snapchat, the content will disappear soon, so people pay close attention to their screens. Plus, you can utilize the ten-second video feature for instantaneous testimonials with an authentic feel – there’s no time to edit them. You can show before and after pictures of rates that have been lowered. Snapchat is also currently skewing younger as far as its user base, (though that will increase in the next couple of years like Facebook has) so new buyers needing coverage will be looking for your services.
All roads should lead back to you
We have discussed creating original content on your website in the form of blogs, interviews, and press. It is important that any social media content you create leads prospects back to your website. Perhaps an article you’re sharing relates to a recent blog post — link to it! Never post original content on social media that isn’t already on your site. You’ve worked hard on that website of yours – make sure people get to it and get the information they need.
Maintain constant vigilance
As an insurance agent, it is important to remember to keep up appearances. Not just on your accounts, but in the way you interact with others. Every retweet, like, photo, and comment as your insurance business profile reflects on your business. What does the post that you’re sharing say about you? Is it pertinent to your client base? Is it community driven? How can it help you and other people?
Also, managing your social media accounts takes time. In order for your mortgage business to be successful on social media, you need to conduct yourself in a professional, yet friendly, way. If someone mentioned you with an @ on Twitter? Thank them. If someone follows or adds you, add them back, and thank them. Interact with people who write reviews of your business. Keep the party going by keeping the “social” in “social media.”