The numbers do not lie. Designing the right social media strategy for your insurance business and audience makes perfect sense.
According to Hootsuite, the average consumer has a social media account on eight platforms. In 2020, nearly 45 percent of online users referred to social media to research brand information. That percentage is expected to grow as more social media channels go online.
Although social media continues to grow in popularity, many insurance businesses have difficulty getting their brand messages noticed. Since social media marketing should be an integral part of your digital marketing strategy, let’s see how your insurance business can reach a larger audience.
Conduct Research
You cannot expect to implement an impactful social media marketing strategy if you do not understand your audience. Who represents your target audience? Where does your target audience live? What are some of the common occupations shared by your target audience? Why do the members of your target audience need the type of policies your insurance company offers? Get to know your target audience before you decide which insurance products to offer them.
Study your target audience, as well as understand how it changes over time.
Content is King
Your social media campaign should be about providing helpful content that helps the members of your target audience solve problems. Examples of the types of content you should upload to your social media channels include FAQs, videos, “How to…” posts, etc.
“How to…” posts are an especially effective way to build the trust you need to develop with potential insurance customers. Topics such as ‘How tochoose the car insurance that is best for you or your business” and “How to choose the right coverage additions for your small business policy” can help you build the level of trust that motivates the members of your target audience to take action.
Speaking of Videos
Attention-grabbing images and informative videos represent effective tools for keeping your target audience engaged on your social media channels. Instead of uploading an article that discusses the changes for open enrollment in 2022, you can create a video that captures the changes in fewer words. Cisco estimated that global traffic from videos would comprise 82 percent of all Internet traffic by 2021.
2021 is almost over, which means the time has come to add images and videos to your social media channels.
Data is Your Friend
Insurance is a data-driven industry, from actuarial tables to cost breakdowns of different types of policies. Trying to persuade your target audience to take action without first backing up your assertions through published data will likely not convert interested consumers into policyholders.
For example, you can present relevant data in the following ways:
- Charts
- Graphs
- Infographics
- Case studies
- Whitepapers
- Spreadsheets
Data should complement your content, not become the sole driving force behind your social media content strategy.
Share the Latest Insurance Trends
Insurance is typically a forward-looking industry, with new products and services offered every year. Sending out tweets about the latest insurance trends keeps your target audience up to date, which can help you sell more policies. You also should consider presenting a summary of the information shared at the latest industry seminar or conference you attended.
Connect with Your Target Audience
Unlike your insurance agency website, the interactions you have with your target audience on sites such as Twitter, Facebook, and Instagram should be less formal. Use the right tone when answering questions and responding to concerns, but try to interject more of your personality to engage both current and prospective policyholders.
After all, social media is about being social.
Leverage Online Reviews
Online reviews provide your insurance agency with testimonials that promote your terrific insurance products and outstanding customer service. For almost 90 percent of consumers, an online review is just as important as getting a recommendation from a friend or family member. You should be proactive by encouraging online reviews on your insurance agency’s Facebook page, as well as on popular sites such as Yelp and Google.
Take Your Social Media Game to the Next Level
You do not have to devote all of your limited time to managing your insurance agency’s social media campaign. Most of the best practices for devising social media strategies take little time to implement. Where you must be active involves responding to your target audience on your social media channels. Maybe you can designate a member of your marketing team to monitor your social media channels or hire a proven digital marketing agency to grow your social media presence.
There for You: Acadia Insurance
At Acadia, we’re all about helping businesses throughout the Northeast thrive. Our mission is to provide superior service and product as close to our customers as possible, providing them with the backing they need to proceed with confidence.
We understand what customers want most from their insurance is security and peace of mind. That means knowing you are backed by an insurance company who will support you every step of the way to help you protect your business.
With Acadia, not only can you get coverage tailored to your needs, but you will also receive support from dedicated claims professionals to guide you through the claim process in the event of a loss. That way, you know exactly what to expect. Knowing your claims professional by name and a hand shake – that’s “Closer Coverage”.
Acadia Insurance is pleased to share this material with its customers. Please note, however, that nothing in this blog should be construed as legal advice or the provision of professional consulting services. This material is for general informational purposes only, and while reasonable care has been utilized in compiling this information, no warranty or representation is made as to accuracy or completeness.
