Social media has been talked about a lot these past few years as the marketing strategy you must be using. If you're not seeing the results you would like, you're not alone.
Here are 8 reasons why social media may not be working for you.
1. Lack of Goals
As with any marketing campaign, you need a goal to work towards.
Do you want to increase subscribers to your newsletter? Improve your website traffic? Raise awareness for your agency?
Without a clear goal, your efforts will be wasted as you won't have a target to aim for.
2. Unrealistic Expectations
Social media is not a magical marketing pill. You are not going to get lots of customers from it immediately.
Social media is a long-term marketing investment. Over time, as you build your followers, increase your brand recognition, promote events and have meaningful conversations, you will eventually begin to generate sales.
The best social media strategy does not work alone. It should work in conjunction with your other marketing campaigns, including your email marketing, referral program, and your website.
3. Audience Disconnection
Do you know who your audience is? What they want to see from you in social media?
If you don't know, you are missing a great opportunity to provide the content that will appeal to them.
4. Inconsistent Blogging
Blogging provides you with great content to share, drives traffic to your website, and establishes you as an insurance expert.
In a perfect world in which you have time to spare, you would update your blog two or three times a week, minimum. Each blog post would then be shared on your social media profiles.
If you can't keep a blogging schedule like that, try one post a week.
If you need help with writing or ideas for topics, check out our monthly topic ideas blog series.
If you feel like social media is just another item on your to do list you have to tackle each day, and you've come to resent it, it will show in your posts.
Agents who are doing well in social media are the ones who embrace it, who enjoy it. They have fun with social media, and you can tell from their posts.
If you treated your clients like they were an obligation, do you think they would notice? You bet they would. And they probably wouldn't appreciate it.
Find a way to have fun with social media. Maybe it's focusing on your favorite network instead of multiple ones. Maybe it's mixing posts about insurance with posts about another topic that gets you excited, whatever that may be. It could be triathlons, gardening, or your favorite local sports team.
6. Failure to Promote
You can't expect your clients to know you're on social media unless you tell them. So add buttons to your website. When you talk to a client, let them know they should follow you on Facebook or Twitter. Add links to your profiles in your email signature. Mention it in your newsletter.
7. Lack of Engagement
If you ignore your followers when they comment or mention you, they will eventually move on to your competition.
Social media is not about getting your mission statement out there as many times as you can. It is not a broadcast channel.
Social media is about engagement and two-way conversations. If someone comments or mentions you, respond. When you get a new follower, thank them. If someone asks a question you can answer, even if it's not insurance related, answer.
The relationships you build using social media can have a profound impact on your business, but first you must engage your audience.
8. Casual Effort
It's easy to get started on social media. It's harder to maintain it. A casual effort of inconsistent activity on social media will lead to inconsistent results.
You must commit to engaging your audience, building your followers and sharing good content on a regular basis if you want to see a return on your time investment. In truth, it is possible to manage your social media in under an hour a day or less.
If you set goals, manage your expectations, engage with your audience and have fun with social media, you will begin to see how social media can impact your marketing and your agency.
Read More on this Topic
- Create Shareable Graphics for Your Insurance Agency
- What Top Insurance Agencies Know About Social Media (That You Don’t)
- Your Social Media Game Plan in 3 Easy Steps
If your agency needs help with reaching your social media goals, we want to help. Contact us today for a free consultation about our social media and agency marketing offerings.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.Follow on Twitter More Content by Becky Schroeder