Insurance social media marketing is a necessary part of any online reputation strategy for brands in the industry. As more consumers conduct research online before they make a purchase decision, it’s important to give them awareness about your brand through social media.
According to Hootsuite:
- The average social media consumer has an account on 8.4 platforms.
- In 2020, 44.8% of online users around the world used social media to look up brand information.
Even with the ongoing popularity of social media as a channel, there are challenges to getting noticed. Providers recognize that insurance social media marketing is essential to future growth, but many struggle to keep up with the pace and drive real results from their efforts.
Best Practices for Insurance Social Media Marketing
One of the key goals of any insurance social media marketing strategy is to build meaningful and engaging connections with the audience. These connections are predicated on trust. So how do you get to the point where your insurance brand or agency is able to inspire trust among customers?
- Deliver quality content
- Consider your platform audiences
- Engage with your audience
- Utilize online reviews
Effective Insurance Social Media Marketing Step 1: Deliver Quality Content
Your social media channels shouldn’t just blatantly promote your brand; it should be informative, helpful, or educational. Consumers are looking for providers that have an attractive policy, but they also want to know how to protect their assets and most valuable possessions. As you provide educational content, try to find ways to weave in your plans and how each solution makes your offerings a must-have.
Some high-quality social media content for any insurance brand includes:
- A quick video explaining your policy coverage
- Highlighting specific FAQs and providing simple answers
- Offering valuable links to interactive expense or investment calculators
- Promoting blog posts on topics such as “things to consider before buying your first car” or “how to prepare for emergencies”
By creating and sharing the kind of content that consumers are specifically looking for, you can drive higher engagement levels on social media. This fosters trust more effectively, which keeps your brand top-of-mind when the time comes to choose a plan.
Effective Insurance Social Media Step 2: Consider Your Platform Audiences
There’s more than one way to reach a potential customer, which is why you need to market the content you create in multiple ways to suit the audiences on each social media platform. The way people interact with posts on Twitter is vastly different from engagement on LinkedIn.
Promoting your content in a tone that reflects specific platform audiences means you can increase brand awareness without having to create more content than what is necessary. Evergreen, reusable content is key to customer acquisition. It just has to be wrapped in a different way to appeal to people on different social media platforms.
Effective Insurance Social Media Step 3: Engage with Your Audience
Showing off content is one thing, but taking time to use your channels to “talk” to consumers can be the differentiator that sets your insurance brand apart from the competition. This doesn’t just mean that you can react to people’s responses to your posts with an emoji or two. You need to listen to what they’re saying and respond in a “human” way that also follows your own brand guidelines.
For instance, if they have questions about a policy provide a quick answer and a link for further information. Provide the right tone when responding to positive or negative comments, or redirect it to a member of your customer success team to help resolve the issue. These small interactions add up over time and show consumers that you’re doing more on social media than promoting the brand.
Insurance Social Media Step 4: Utilize Online Reviews
It’s totally natural for insurance providers and agents — for almost all types of business owners, really — to be kind of wary of social media comment sections and online reviews. But reviews should be a crucial part of social media marketing for insurance agents and providers because it’s the social proof people need to make a purchase, specifically customer review findings show 61.2% see those reviews as influential when choosing an insurance agent.
This means that your client success stories, photos, and videos are a great way to humanize your insurance brand and incorporate user-generated content into your social media marketing. Furthermore, positive reviews can mean a better return. More customer review data shows that a 1% increase in customer satisfaction for the home and auto insurance industries equates to an additional $215 million in overall revenue.
Whether it’s in the form of a Yelp review, an overall star rating on Credit Karma or Lending Tree, or a candid comment on Facebook or Google, reviews are an important trust factor that plays a crucial role in shaping consumer behavior. When using social media, having Hootsuite reputation management strategies in place can help you see feedback in real time across multiple social media channels.
In addition to showing off reviews, make sure you engage with them as well. Once you see feedback come in, learn how to respond to negative reviews as well as praise from customers. This helps you more effectively develop and sustain trust-based relationships with your customers and policyholders.
Elevate Your Insurance Social Media Marketing Plans
Monitoring your social media channels doesn’t have to be a daunting task, especially when you have the right tools at your disposal. With these best practices, your social media team can craft a brand voice that not only promotes the business; it also engages with customers and shows off testimonials from your happiest customers.