As a local business owner, you’ve likely thought about whether or not to incorporate social media into your insurance marketing plan. Afterall, it seems like everyone is on social media these days, right?
Well, maybe not everyone, but research shows that it’s getting pretty close. About 81% of U.S. adults use YouTube and 69% use Facebook, with many people regularly surfing more than one platform. Since it’s likely your policyholders have a presence on social media, your business should, too.
We get a lot of questions from agents about how to best use social media to complement their insurance marketing strategy. So, we’re sharing a few key do’s and don’ts that will help you navigate how to use social media for your local business.
How to Use Social Media in Your Insurance Marketing Strategy
Do Set Goals and Objectives
First things first, consider what you’re trying to accomplish by using social media for your insurance agency. Are you hoping to better engage with your current customer base? Earn more referrals? Improve your SEO ranking? Figure out which objectives are most important to you so you can develop a strategy to achieve those goals.
Do Create a Plan
Like any other insurance marketing strategy employed at your business, it’s important to approach this new venture with a plan. Using your goals as a guide, you can create a social media schedule in advanced to plan out content on various channels. Here are some other things you should consider when developing a social media insurance marketing plan:
- Which platforms are right for your business?
- What kind of content do your competitors post? How successful is this content?
- How much time are you willing to spend on social media marketing?
Do Engage with Your Clients
Sometimes your clients or potential customers will comment on your posts, send an inquiry via message, or, on select platforms, leave a review on your business page. We recommend responding to these messages within 24 hours to ensure your customers (and future customers) know you care about your policyholders.
What to Avoid When Using Social Media for Your Business
Don’t be Overly Salesy
How many times have you scrolled past a multi-level marketing pitch or poorly targeted ad and thought, “Man, this is annoying!” You don’t want to be another business on social media selling to your audience. You want to be the friendly, neighborhood insurance agent who genuinely cares about their clients and their community.
Don’t Forget to Post Regularly
Many social media algorithms award users who post regularly and have active engagement by prioritizing their content. Regularly scheduled content also helps to keep your followers engaged and your business top of mind.
Don’t Use Your Business Page as a Personal Page
Sometimes small businesses can blur the line between personal and professional. While you want to show of your personality, your team members, and your business, you don’t want to overshare on your agency’s social media pages. Alternate between content about your team and educational content to keep a healthy balance.
Trust Melon Local with Your Insurance Marketing
In our book, working with Melon Local is a huge “do”. We’ve recently added social media to our list of insurance marketing services and are ready to help you build a robust online presence for your business. Learn more by reaching out to our team.