The Age of Information has forever changed the landscape with which both consumers and agents are confronted. On the one hand, consumers are overwhelmed by information and options, making it much more difficult for independent insurance agencies to grab their attention. On the other, insurance agents must adapt to an environment that is hostile towards lengthy explanations and direct advertising.
Social media platforms provide an invaluable opportunity for agents to speak directly to prospects in a concise yet personal manner. A thoughtfully executed social media strategy also makes it easier for your agency to become the authoritative source of insurance information and the only option for consumers.
It’s important for agents to understand the purpose of social media before undertaking a social media strategy. While traditional wisdom promotes the “always be selling” mantra, modern consumers demand more subtlety.
Research indicates that ads on social media are the least trusted form of advertising overall. Why? Because people sign in to their social media accounts to connect, not to buy. Attempts to overtly advertise on Facebook, Twitter, or even LinkedIn, are a violation of the culture of social media.
Instead of advertising, use social media to offer bite-size pieces of industry-related advice and to provide links back to your corporate blog, where you can offer more in-depth wisdom and insight. Your brand will reap far greater rewards than traditional advertising can secure, as you’re investing in helping your prospects, developing your industry authority, and broadening your online presence.
The comparison is often made between marketing methods and different dating experiences. Who would you rather spend an evening with? Someone who rambles on about how great they are or someone who spends dinner getting to know you and taking an interest in your interests?
Social media makes it easy to learn about prospects, their needs, and their interests. In fact, you’d be hard-pressed to find a more data-driven source of information on both your overall markets and your individual prospects than social media.
Use Twitter, Facebook, and other platforms to listen to your prospects and your clients and to learn about them. Then do something about it.
As you get to know your market better, use that information to tailor messages to that group and individuals within it. If a prospect is excitedly sharing posts about an upcoming road trip, that’s a great time to share a checklist on preparing your car for road trips from your blog. If a client is expecting a child, share a personalized post on financial planning for parents.
You can also ingratiate yourself with prospects and clients by liking posts that they share, congratulating them when they’ve had a win and expressing condolences when they’ve experienced a loss. Re-tweet their humorous posts on Twitter and share interesting articles or videos they’ve posts in other spaces.
Don’t go overboard, however. There’s a fine line between connecting and cyberstalking. Again, you’ll want to check sales vigor at the door before engaging on social media. The key is to be interested but not overwhelming or obnoxious.
If your agency is ready to reap the rewards of social media, get in touch with the insurance marketing experts at AgenciesOnline. We’ll help you build a social media strategy that will make you the logical choice for your prospects.