What should you be doing on social media? Since social media became essential for business promotion, this has been the perennial question. How often should you post? What should you post? Most importantly, what platforms should you be on in the first place? You can upgrade your insurance marketing by choosing the platforms that work for your insurance business.
Consider Your Demographics
When you are considering what social media platform to choose, think about your demographics. Who is your ideal audience, and what platform do they use the most? Do you have emerging audiences, and where do they go most often?
According to the Pew Research Center, Facebook is "one of the most widely used social media sites among adults in the U.S. Roughly seven-in-ten adults (69 percent) say they ever use the platform."
Twitter tends to be the next up for insurance companies. However, if you're aiming for a younger audience, keep close tabs on the trends. Younger people are not using Facebook as often. Gen Z is emerging into their twenties, renting homes, and getting cars. That generation focuses more on visual platforms such as Instagram or on ephemeral content such as Snapchat. If you want to remain relevant, consider adding another platform in addition to Facebook.
Plan for Your Content
According to Review Trackers, "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." You can build trust by posting consistently on social media.
However, this means that you do need to consider what kind of content you can create on a regular basis to build that trust.
Is it visual? Instagram or Pinterest might be a possibility for your business.
Do you link to a lot of external content or share others' ideas? You could try Twitter.
Do you write longer thought pieces for an audience in your field? LinkedIn is appropriate for you.
Think About Your Time
How much time do you have to devote to your social media work? If you don't have much time and you already feel stressed and pressed, don't overdo it by taking on a lot of new social media accounts. You want your business to be able to excel at social media, instead of taking on four or five different platforms and doing a poor job with each. If you had the choice of going to one party and talking in-depth to people who love your business or going to many parties and ducking quietly out of the room, what would you choose? Choosing one platform and doing it well is a better choice than a halfhearted attempt at a few different platforms.
At American Agents Alliance, we want to help you create the most successful independent insurance agency that you can. This means that we offer many membership benefits and an annual Alliance Convention to help you create growth opportunities at your insurance agency. Talk with us today about your needs as an agency, and see how our organization can help you grow.