The insurance industry can trace its history back to the medieval era. Though both the industry and the marketing strategies used by the industry have evolved, one tool remains constant: word of mouth.

Modern clients aren’t leaning over pasture stiles to share their thoughts on your agency, however. They’ve got a broader audience: the world. And they’ve got a voice that travels far, thanks to social media.

How can you utilize the voice of your clients to boost your insurance agency? Develop a social media marketing plan that capitalizes on the strengths of both your staff and your customers.

Find your ideal audience

Locating existing and even prospective insurance buyers in the modern market is easier than ever. In addition to sales lead databases, a simple search on social media platforms can put the spotlight on your target market. Identify the keywords and hashtags being used by your ideal demographic. Look for mentions of your company name, products that you offer, and other insurance-related themes.

Find your existing advocates

You already know these people. They already use your services. Find them online and connect.

Find your staff ambassadors

It’s not necessary to rely on a marketing department to undertake all social media interactions. In fact, you’ve probably got staff members who delight clients by their very presence. Capitalize on all of your staff when it comes to social media. Identify the social media savvy and make them your online ambassadors.

Connect the dots

Once you’ve found your audience, your advocates, and your ambassadors, get them connected using social media. Be sure that your staff ambassadors monitor social media channels to find opportunities to engage with your audience and your ambassadors, but remember the following:

This is not about marketing; it’s about building relationships.

This is not the time for a sales pitch; it’s the time for authentic interaction.

Connecting with prospective and existing clients in a neighborly way allows them to see you, your staff, and your entire agency as more than a business. They’ll begin to see you as a trusted friend, which is exactly what an insurance agent should be.