This month, we'd like to cover what insurance agents and agencies as a whole can be doing with social media. As we all know, social media is an incredibly powerful tool for promoting your agency, and it just so happens to be free. So, what's there to lose? If done correctly, social media can only benefit you and your agency. Let's dive in.
Twitter for Insurance Agencies
There are 4 main approaches to Twitter that insurance agents and agencies should be taking. Twitter should be used for:
- Listening & learning
- Strengthening client relationships
First and foremost, Twitter is simply another tool your agency can utilize to build brand awareness. The way I think of it is, if someone were to Google you or your agency, you want them to find a lot of information provided by you. I underline provided by you because you best believe if you aren't providing the information about yourself, others will.
Overall, Twitter is a powerful piece to add to your toolbox for building brand awareness and recognition.
Listening and Learning
We know that fewer people use Twitter than people who use Facebook and LinkedIn, but that doesn't mean you shouldn't be on Twitter. Even for us, we find that the majority of our audience is found on Facebook and LinkedIn, but we still find Twitter extremely useful for social "listening" and learning. By listening, I mean that AgencyBloc follows people who we think could provide us valuable insight into our target audience, like thought leaders. We also learn a lot by staying up-to-date on certain topics on Twitter. You can search within Twitter to find out what people are saying about a topic, like this:
Promoting Your Agency
Even though more of our target audience is found on Facebook and LinkedIn, we still like to promote our brand and content via Twitter because it creates consistency and completeness. By that, I mean that we've discovered that Facebook, LinkedIn, and Twitter are the big three social media outlets for us based on our audience. That may not be the case for your agency, but it's important to know. Wherever your audience is, that's where you need to be pushing your content. You should be careful how much you share of your own content vs. others' content; see the 4-1-1 rule.
Strengthening Client Relationships
The best thing you can do for today's modern insurance consumer is to be available when and where they are. The solution to that: social media. Be sure that you're actively watching your Twitter account in order to respond to client (or prospect!) inquiries or to quickly address a complaint. Your clients will appreciate your responsiveness and the convenience in contacting you.
It's About Being Personable
No matter how many social media profiles you run, none of them will do you any good if you aren't personable. That's really the main point of social media, isn't it? To bring personality to a brand? Don't be afraid to show pictures of your office and your people. After all, "people buy from people, not companies."
"Share your story. People buy from people, not companies. So, get personal."
To learn more about connecting with the modern insurance consumer, check out this book we co-authored with Rocket Referrals. It's a brief guide that shows you how you can manage your communication with your clients and prospects to maximize growth: