Learn top social media marketing tips for insurance agents.
Today, more businesses than ever are using social media. To keep up with–or better yet, stand out from–your competition as an insurance agency, you want to keep a strong social media presence. This starts with posting high-quality content on a consistent basis.
Let’s take a look at some of the science behind when and how often you should post on social media in order to get the most engagement from your audience.
What Type of Content Should You Post (and on What Platforms)?
Insurance agencies should strike a balance between social selling and social branding on their profiles.
When it comes to social selling, 78% of salespeople that use this tactic are outselling their peers. Social selling is where you promote your products, services, and business to the public either on your personal professional profile or your company’s page. Note that your posts shouldn’t be overly promotional and "salesy." Instead, take the opportunity to showcase what you have to offer and how it helps your customers.
You also want to use social branding, which is where you share things like educational content, office culture, and other non-sales-related posts.
It’s important that your agency’s social media presence is on the platforms that your target audience uses. We recommend Facebook, Twitter, and LinkedIn for insurance agencies who are just dipping their toes into the social media waters. However, experimenting with other social platforms is always encouraged if you have the bandwidth to do so. We highly recommend starting with one—the one your audience most uses—then branching out as you learn what resonates most with your audience.
The Best Times To Post on Social Media
There are countless studies out there debating when the best days and times are to post on social media. Social media scheduling experts, CoSchedule, put together this infographic highlighting the best times to post on social media based on several studies:
It’s important to remember that each industry (and individual business) is different; they have different audiences and, thus, will have different “best posting times.” Many social media platforms today have their own insights and analytics tools that you can use to find the times your posts are likely to get higher engagement.
You can do this by sorting your previous posts by the metrics that you use to define success–such as likes, engagement rate, or impressions–then, look for any patterns in posting times. You can also look at your audience insights to see when your followers are most active and tailor your posting schedule accordingly.
How To Keep a Consistent Posting Cadence and Why It Matters
Consistent posting on social media creates a better consumer experience, keeps people interested, and can reinforce your expertise–all of which help you build trust and, in turn, earn more sales.
The number of times you post per week will vary between each platform and will also depend on how much time you can dedicate to creating content. CoSchedule provides an ideal posting cadence for each social media platform:
- Facebook: once a day, no more than 10 posts per week
- LinkedIn: once a day, at a maximum of five times per week
- Twitter: 15 tweets a day is a good goal, and once per day is the minimum
To keep a consistent posting schedule full of high-quality content, set time aside to carefully plan and craft all of your posts using a social media calendar. Keep in mind that quality is always better than quantity. Also, keep in mind some content will lend itself better to certain platforms over others.
Then, create a schedule for your agency to follow. Use social media scheduling tools, like Buffer or Hootsuite, to free up time and help you focus more on your agency’s day-to-day needs.
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This blog was originally published on November 30, 2017, and has been most recently updated and republished on October 11, 2022.
by Kelsey Rosauer on Tuesday, October 11, 2022