Are you utilizing social media?
Social media is a powerful and important tool for insurance agencies to take advantage of. Not only is it important, but it’s mostly free (besides paid ads). So, why wouldn’t you set up social profiles for your insurance agency? In our book, A Brief Guide to Successful Relationships With the Modern Insurance Consumer, we recommend social media beginners focus on LinkedIn, Facebook & Twitter.
Not only do social profiles give you an opportunity to connect directly with your clients and prospect, they also add to your online credibility. Every place you “own” online (your website and social profiles) provide an opportunity for your audience to find you. 81% of people do online research before buying, and 60% start their search on a search engine like Google vs. going directly to a website. So, the more outlets you give your insurance agency to be found online, the better.
Let’s talk about Facebook
In this blog, we’re going to focus on Facebook because it offers some great ways to reach your clients and prospects directly, and people spend a lot of time on Facebook.
People spend an average of 50 minutes per day on Facebook, and that has gone up since previous years. The largest group of Facebook users consists of 20-29 year olds, but plenty of people older than that use it as well.
Image source: Statistica
Facebook Tips for Insurance Agencies
1. Create a Company/Business Page. Even if you’re promoting yourself, create a page for you as a business. To do this, go to the upper right corner menu and click “Create Page” from the drop-down.
It’s important to have a page where you can share agency news and connect with people on a business level. Here’s a good example of an insurance agent using Facebook:
Image Source: AdEspresso
2. Post relevant content. Along with promoting your business, take this opportunity to educate your clients and prospects. Post articles from credible sources that educate on the importance of insurance, important carrier changes, or summer safety tips. This not only provides credibility for prospects, but it can also decrease client “buyer’s remorse” (an instance where a buyer wonders whether they should have spent the money they did on the policy).
3. Utilize Facebook ads. To put it simply, you can promote your business, your services and/or your content to a very specific audience or a larger, less specific audience. You can target people based on location, age, gender, language, interests, behaviors, and connections. You can even target people based on a list of email addresses or phone numbers you may have. And the best part is, Facebook ads are much cheaper than other options like Google AdWords. To see in more detail how you can specify a certain audience, check out this video:
4. Maintain a consistent profile picture. Though profile pictures change frequently with personal profiles, it's a good idea to keep a consistent profile picture for your company page. Use a version of your company logo that includes the company name, and try not to change it all that often. You want your profile picture to be recognizable, and if it's frequently changing, your consumers won't recognize you. Use these dimensions: 180px by 180px.
5. Take advantage of the “Products” section. As an insurance agency, this is a great place to show prospects what you specialize in, quickly giving them an idea as to whether you're the type of agency they're looking for. To add a “Products” section, simply click the “+Add Shop Section” link on your page:
These are just a few suggestions on utilizing Facebook to market your agency. What works for other agencies may not work for you, but experimenting with these tools available to you is crucial for continually growing your business.