Social media is often regarded as the marketing strategy your agency must be using. But, if you aren’t seeing the results you would like, you're not alone. ITC's SVP of Sales & Marketing, Becky Schroeder, explains why social media may not be working for you.
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Social media is often regarded as the marketing strategy your agency must be using. But, if you aren’t seeing the results you would like, you're not alone.
Here are some reasons why social media may not be working for you.
First, set a goal. As with any agency marketing effort, you need to set a goal. Without a clear goal, your social media efforts will be wasted. Do you want to increase subscribers to your newsletter? Improve your website traffic? Raise awareness for your agency?
Next, rid yourself of unrealistic expectations. Social media is not a magic marketing pill. You won’t get lots of customers from it immediately. Social media often requires a long-term investment of your time. As you build your followers, increase brand recognition, promote events, and have meaningful conversations, you will eventually begin to generate sales.
Keep in mind 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.
You’ll also want to get to know you audience. Do you know who your audience is? What they want to see from you online? If you don't know, you are missing a great opportunity to provide content that will appeal to them.
Next, consider blogging. Blogging provides you with great content to share on social media. It also drives traffic to your website and establishes you as an insurance expert. If you need help with writing or ideas for topics, I know where you could get 12 months’ worth of topic ideas.
Another thing stunting your social media success could be a feeling of obligation. Do you feel like social media is just another item on your to-do list? Have you 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. Find a way to have fun with social media, and your followers will engage.
Of course, you can't expect your clients to know you're on social media unless you tell them.
So be sure to promote yourself. 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.
But remember, social media is not about getting your mission statement out there as many times as you can. It is not a broadcast channel. It’s a two-way conversation.
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.
It's easy to get started on social media. But, it's harder to maintain it. A casual effort of inconsistent activity 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.
If you set goals, manage your expectations, engage with your audience, and have fun with social media, you will begin to see the impact social media can have on your agency.