How do you know what insurance content will benefit your business as an insurance agent?
That can be a daunting task for the newbies and the seasoned agents. You want each post to have an intention behind it. You are not spending your time posting just to post.
What is the intention?
What are the purposes behind posting?
- Grow your know, like, and trust factor
- Generate leads
- Educate your audience
- Entertain your audience
- Drive traffic to an offer or freebie
- Get to know your audience/engagement
Now that we have established that each post must have intent behind it driving you towards your big goal. Let’s dive into what type of content you should post.
As an agent for the last 10 years and spending thousands and thousands of dollars on leads, I knew that there has to be a social media, organic marketing strategy that could assist in generating leads for an agent. This is what I came up with after hundreds of posts and hours of research.
Tip # 1: Know Your Audience
- You have to know who your ideal client is and make your content relevant to them. You have to create in a way that the audience is thinking I was just thinking about that or that was just on my mind. (Read prior article on how to identify your ideal client)
So how do you do that?
- Begin by doing some market research to see what your potential customers have questions about. Go to Google’s search bar and simply type in a key word and see what suggested topics come up. That is showing you other searched topics.
- Go to Pinterest (80% of buying decisions are made from research found on Pinterest) and search a keyword and see what suggestions come up.
- Answer the Public. You can go to this website and post a keyword or two and it will generate questions people are asking around this topic.
- YouTube Autocomplete. YouTube provides autocomplete options that are related to your query and searched for by users. You can review each of the provided queries and look for keywords that are relevant to the users. You will also see what users are searching for, which gives you direction for marketing strategies.
These are just a few ideas on how to find what is relevant to your ideal client and make sure you are posting about topics that interest them. Make sure your content has intent. You want to make sure that each piece of content that is posted has intent behind it. Do not just post.
Questions to Ask
Ask yourself is the content:
- Educating your audience
- Entertaining your audience
- Increasing the know, like, and trust factor with your audience
There is a single formula that I learned from my membership in the Super Accelerator Affiliate Program. Be sure to check it the video for some top notch strategies on growing and converting your organic audience.
Daily your content could fall within three different buckets and you can spread out the content within the different buckets. Let’s take a look.
The first bucket of content could fit into the results bucket. You share posts relating to results you have gotten your customers from savings, great customer service, quick claim process, and any other story of a win for your client,
The second bucket of content could fit into the value bucket. You can share value with your customers with educational posts such as tips and hacks, comparison posts, or any post that transfers some knowledge to your audience. It doesn’t even necessarily have to be in the insurance industry. Value can also be shared through humor or entertainment. Some days the best value you can give your audience is to make them laugh,
The third bucket of content could fit into the lifestyle bucket. People buy from those they know, like, and trust. What better way to grow the KLT factor than sharing with the audience about you as a person. Share vacation, everyday life posts, and family posts. These types of posts really increase your KLT factor with your audience
Tip #2: Engagement
- Always talk to your audience and not at your audience. You want the post to generate engagement. The more engagement that the post gets, the more it is going to be shown on social media. Social media’s platforms love engagement. The longer you can keep your audience on the platform, the more it will reward you by showing it to more people.
Tip # 3: Insurance Splash
- Utilize Insurance Splash. I am across this website doing some research. They provide daily cartoons, posts, and content that can be used for your marketing efforts. Be sure to use any free insurance content resources that you can find.
I spent some time researching and putting together a list of over 70 content ideas for you.
70+ Killer Insurance Content Ideas
- What are 3 key things to look for in a policy?
- What are the different types of policies?
- List the 4 types of insurance.
- Why do you need insurance?
- # Insurance policies everyone should have
- Tips on saving money on your insurance policy
- How often should you shop rates?
- Things to know before picking a health plan
- Medicare Advantage verses Medicare Sup
- How can pet insurance save you money?
- How do you change the bank account on your policies?
- Why is it important to do policy review?
- What is an insurance servicing carrier?
- What is insurance servicing?
- Who is the insurance servicing agent?
- What are insurance servicing forms?
- Explain what Parts A & B cover.
- What are the insurance coverage types?
- Does insurance coverage cover riots?
- The difference in uninsured motorists and liability. Why do you need both?
- Who needs health insurance?
- When do you sign up for a medicare supplement?
- Insurance terms explained
- How do insurance companies make money?
- Term vs whole Which do you need
- Understanding health insurance costs Deductible, out-of-pocket max, etc
- The truth about insurance claims
- How life insurance works?
- # Myths about _____ Insurance
- Signs it is time to get life insurance
- Why do millennials need insurance?
- How to prepare for emergencies?
- Finding insurance when you are self employed
- Tips for insurance claims
- How to know if you have enough life insurance?
- Free Resources for homeowners, new parents, divorcees, and newlyweds
- Navigating hospital stays during Covid pandemic
- # tips to keep you healthy during the pandemic
- How does a drug plan work?
- Do you need a drug plan with a medicare advantage plan?
- Is a drug plan mandatory?
- Announcement of new products
- Announce New Products
- Post Great Insurance Commercials
- Share Story about Relevant Claim Situations
- Post Pictures of Random Insured Items
- Ask me anything post
- Thank you posts
- Ask your audience how they found you
- Share productivity tips
- Highlight a holiday
- Post interesting stats or data about an area of the insurance industry
- Customer testimonials
- Claim experiences
- Cost Savings
- Customer Service Experiences
- Share Your Competition’s Rate Increases
- Announce New Discounts
- Share Horror Stories
- Offer Policy Reviews
- Share stories about you. Tell a story about your childhood, share personal pictures, be vulnerable, and be yourself.
- Share stories about your staff. Take real pictures of your staff in action and post them often.
- Stories about their background, family, likes, dislikes, and everything else.
- Community events
- Charity Drives
- Back to school info.
- Share updates about your business. Etc.: Moving offices or any other info.
- Tell the story of how you got started in the business
- Post home improvement and car maintenance tips or retirement planning
- Share valuable insurance blog posts that you read online
Tip # 4: Direction
4. Make sure you direct your audience with what to do next. Your posts need a call to action. People need to be told what to do, even if it is simply telling them to commend. You want to get your audience in the habit of taking action with your posts. The whole purpose in your insurance content marketing plan is to guide them into being a client when the time is right.
I put together a list of the best calls to actions I could find that have been researched and tested.
Call to Actions
- I invite you to…
- I urge you to act at once.
- Looking forward to hearing from you.
- Sign up online at______
- Learn more about us at
- Comment below to find out more about___
- We’re waiting for your call.
- Go like my Facebook page
- Follow me on _____
- Call or e-mail me for your quote today.
- For more details call me
- Please don’t hesitate to call me.
- Call ___ to set up an appointment.
- Go to my calendar and book an appointment, today.
- For a free consultation, call
- You’ve waited long enough, call ___
- This is your moment to make a change.
- I’m waiting for your call.
- I urge you to request a policy review
- Why not send me a message and find out more today?
Tip # 5: Consistency
5. Consistency in your insurance content creation marketing plan. You have to remain consistent in your content creation and posting. You have to test different topics and layouts of your content to see what grabs the engagement of your audience. Consistency is doing the activity when you feel there is no need to do it anymore, and yet you keep producing.
Be sure to save this post and share it so you and others will never run out of ideas for creating content. Remember, it can be a marathon and not a sprint. Keep producing with purpose.
Disclosure: Some of the links in this post are “affiliate links.” This means we may garner a small commission at no cost to you if you choose to make a purchase. I am not an affiliate of any product or service that I do not trust for use in my business or on my own websites. If I don’t use it, I do not promote it. This is the only way I can jury product quality, service and support levels, which are so important to those who trust my recommendations.