Social media has become one of the biggest weapons for an insurance agent’s marketing efforts. As the use of social media continues to grow, agents cannot afford to not be present. When used correctly, social media can become a steady source of leads, help build relationships, and strengthen your brand.
Agents are continually trying to grow the trust of potential clients so they will be willing to invest with them. Social media provides an outlet that allows you to show up and grow the know, like, and trust factor while it encourages engagement.
Social media can also help you find your audience. It is a cost effective strategy for really fine tuning who your tribe or audience is. This is one of the most important aspects of truly building a business that will sustain any market. Having a customer base that you can access for referrals, new sales, and cross sales.
So let’s jump into the techniques that will help you increase your reach on social media, so you can add value and serve more clients.
Determine Where to Find Your Ideal Clients on Social Media
I have talked so often about knowing who your ideal client is, and you have to understand where they congregate on social media. Figure out what social media platforms are most visited by your ideal clients. Focus your time and content efforts on the appropriate social media platforms for maximum return on investment.
There are multiple ways you can create content. Whether it is a post to your social media account or an infographic, make sure that content is relevant and valuable to the customers that you serve. To grab the 60 day Content Calendar I designed for insurance agents, click here. Through content you can establish your areas of expertise and boost your credibility with your audience.
Two great places you can find ideas for content is answer the public. Search a keyword related to your niche of insurance and see what questions clients are asking. The second great place to search (besides google) is Pinterest. Pinterest is actually a search engine, and it is a great resource for research.
Share Curated Content
You don’t always have to be the content creator. You can share content that has been created by carriers, other blogs, and industry thought leaders. Highlighting and sharing content from other experts is a great way to grow your digital footprint.
Post Consistently on Social Media
Consistency is the name of the game with social media. It is essential in establishing your social media presence, and it is going to ensure the platform’s algorithm is working in your favor. A good rule of thumb is to post once per day on Facebook and Twitter and two to three times a week on LinkedIn. Consistent posting keeps you fresh in your ideal client’s minds.
Use Pictures and Videos
The more natural your content can be, the better. People connect with those that are authentic and appear human like. People do not want to be sold, so your content does not need to appear to be salesy. You should add a call to action a couple times a week to your posts for more information or a Free consultation. Videos that are vibrant and attention grabbing are more likely to get engagement and shares. You want your content being shared and engaged with. Just make sure that your video or images are cohesive with your content.
Create Engaging Content
You want to create a two-way street with your content. You want your audience engaging. I do not recommend that every post be an engagement post. Be sure to engage with every comment, concern, inquiry, or review. You want to build that line of communication with your audience. Be sure to read my post on 5 tips for Content Creation
Be Authentic and Stay on Brand
Content marketing can help build your brand, but you have to stay authentic to whom you are as an agent and as a person. People do business with those they know, like, and trust. Be sure that every piece of content that you distribute builds your voice and your presence in a positive manner. The content also needs to further build credibility.
Test, Analyze, and Tweak
I cannot stress enough the importance of measuring your metrics when it comes to social media marketing. Measuring if your efforts are working as far as what your goal is with your marketing efforts. It always begins with a test, analyzing your results and examining the metrics, and finally tweaking anything that needs adjusting.
The Law of Requisite Variety states that the system or person with the most flexibility wins. Flexibility is important when it comes to marketing, whether you are using social media or some other form of marketing.
Showcasing your brand expertise on social media is one of the best ways to keep up with your client customers and attract new ones. It is a great way to share your brand, your mission, and how you can serve the clients. The next generation of clients are most likely hanging out on social media… research and find out where they are and connect.
Watch the magic start to happen.
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