Facebook, Twitter, LinkedIn…
How many of these platforms are you on?
You probably answered with at least one. Of course, we are all on at least one, if not multiple. Studies show that PC users spend approximately 20% of their time on social media whereas mobile users spend 30% of their time. It’s the norm of our digital age to stay continuously connected with our peers.
How many of these platforms is your agency on?
If you said at least one, then you’re on the right path. If you said all four, then you might be stretched too thin. If you said none, then we have a red flag. Social is the name of the game right now, and you should seriously consider joining if you haven’t already done so. LifeHealthPro found that “half of all small business owners reported gaining new customers through social media” and Brevet Group reported that 78% of salespeople that utilized social media outsold their peers.
These numbers sound great, but don’t overdo yourself. Being on too many can stretch your efforts too thin and render you unable to fully devote time to the cultivation of those relationships and conversions. Some agencies are able to maintain all four, but if you’re just starting out, we suggest starting on 1 - 2 social media platforms so that you can effectively be present on those platforms, interact with your followers, and build relationships. From there you can expand to other platforms as you become more active on social media.
It’s important to be on social media as a business and you should encourage your agents to create and maintain personal agent pages such as “Amy Rodriguez - American Family Insurance Agent”. Having a business page and individual agent pages will help to build the human side of your agency, show your prospects the faces behind the name, give them direct access to their agent, and allow them to build a connection with you. In addition, personal agent pages can help your agents with networking and building up their individual client base. Just make sure they’re connected to your agency’s business page.
Building Your Social Business
When starting your agency out on social media, here are some things you should consider:
Consistent branding. There are over 100 billion Google searches each month; you need to make sure your brand is fluid wherever you are digitally present.
I know your personal Facebook account probably has a profile picture of you, your family, or your pet(s). Take this idea into account when making your agency’s Facebook account. The profile picture should be your agency, i.e. your logo, and the cover photo should be something strongly related to your agency. Take a look at KHI Solutions' Facebook page:
KHI Solutions on Facebook
They have their clean, clear logo as their profile picture with a collage of photos showing how they’re client-focused. This is a prime example of how to display your agency in a professional way on Facebook.
For those of you looking to build an agent Facebook page, here is an excellent example that is professional but personal from Maria Overcash - Independent Health Insurance Agent's Facebook:
Maria Overcash - Independent Health Insurance Agent on Facebook
And here's a prime example from Joy Chapman on LinkedIn:
Joy Chapman - Independent Health Insurance Agent on LinkedIn
Easy to contact. This is essential when building your social presence. The only reason you’re on social media and digital sites is to be recognized, expand your reach, and to convert leads. In order to do so, you need to make it extremely easy to get in contact with you. Take a look at Sams/Hockaday & Associates' LinkedIn; they make contacting their agency not only easy, but it’s big, bold and stands out:
Sams/Hockaday & Associates on LinkedIn
Again they have that consistent branding by having their logo top of the page, and they even provide where they are so you can easily visit them.
Be responsive. With making it easy to contact you, you also need to be communicative. Set it up so the extension and/or email provided on your page and the notifications of your page are monitored on a regular basis. That way you can be there for your prospects when they need you. These prospects may potentially bring you a lot of business, so give them the time they deserve.
“If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them.” InsideSales
Using Your Social Business
One of the most crucial things to remember is this: social media will not sell your policies, but it can help boost conversions and grow lead generation for your agency. 67% of consumers research your brand through digital means before they decide to buy into your product. Having a presence on social media can help you create that relationship with those potential buyers, show them your human face, and allow them to see what your company is all about.
Looking for More Information on Social Media?
Here are some other resources that you can check out to learn more about social media marketing and becoming more digitally present.