We all must admit that our customers and our prospects are on social media. So, my question to you is this: is it a good place to meet and communicate with prospects and/or clients? Let me give you five basic guidelines in helping you answer that question, and also take the mystery out of getting social.
First and foremost, our agency must be present and be on brand.
When followers go to your agency page, they (the clients/prospects) want to see
that it’s a legitimate business. What does that mean? Well, you must have real
pictures and not stock photos, along with your agency’s contact information and
hours of operation. Please don’t make the mistake of leaving this information
blank, because if you do, it says a lot about you and your agency. Part two of
this section is the frequency of posts on your agency page. The bad news is that
there is no magic number on how many posts per day, but a good rule of thumb
would be to post once a day Monday thru Friday and once on the weekend. A major
“no-no” is posting one time a week – please don’t set it and forget it, because
that too says a lot about your agency if you do.
Secondly, you must think and act like a consumer. Think about it;
you are a consumer too, so consider what you would want to see for content and
visuals, but remember one thing, consumers don’t care about your newest BOP policy.
The way we think about it at Paradiso Insurance is we ask ourselves a few
questions; is the content helpful, educational and/or relevant, but also
interesting? It’s easy to see what’s working and what isn’t; just look at the
interaction, likes, and comments, and that will tell you if you’re having
success or not. Another great way to figure out what type of content you should
be posting is to simply ask your clients. The third way we think about content
and what we would like to post is make a list of the top 20 most asked questions
and talk about those questions and give answers with stories so people can
relate. Last but not least is the most popular content we have posted, which is
to talk about your agency’s community work along with what charities you are
supporting and why. Community based content is always most viewed, liked, and
shared. Don’t be shy with your achievements and charity work – share it with
the social world.
Thirdly, you and your agency must commit to two-way communication.
This is a simple rule that isn’t being followed, and to sum it up, if someone
asks you a question on social media, then you cannot ignore it; you must be
committed to answering and in a timely manner. It doesn’t stop with just
answering questions either, because if someone posts a negative comment about
your agency, you must address it in a non-confrontational, professional manner
as well. It may be as simple as apologizing about their experience and giving
them your personal cell number so they can hear more of how you let them down,
because that goes a very long way. Don’t be afraid to take it offline, as long
as you follow through with it and try to make things right. If you are
committed to the two-way communication, it would help to go all in with a
social media manager, because once you establish a social presence this easily
becomes a full-time job. We made the leap of faith nine years ago with hiring a
full-time social media manager, and it has paid off!
Fourth is if you don’t have a full-time social staff member, then
don’t bite off more than you can chew. Start with one to two social platforms,
such as Facebook and LinkedIn. This would be a great start, and for more
information on strategizing your Facebook business page, be sure to check out
Facebook’s free educational tool, Facebook Blueprint. This is site solely
designed to help you learn how to you use Facebook for your business. It
teaches you all about boosting and in today’s marketing world, the
ever-powerful Facebook Ad platform. Try not to be average in all social
platforms; try to master two before you move onto Instagram, Twitter or
The fifth tip is simple – measure everything! Yes, everything,
because if you don’t measure then you can’t get a good grasp of what’s working
and what’s not. Make sure you set up Google Analytics for your agency’s website
too, because this is a free tool that can help you understand who is going to
your agency’s website. Other great things Google measures is where are your
visitors coming from such as from your blog, Pinterest, Facebook or a direct
link, and this is very powerful data. Another great tool we use at Paradiso
Insurance is HubSpot; all of our posts go through HubSpot which measures
everything from how much visibility to likes, comments and reach. All great
information that will help you become a better marketer, and this data will
help you become more profitable.
I hope we took the mystery out of getting social, because it’s
really not scary. It’s all about you being real and being yourself. Social
media has changed the business world. It has turned digital marketing into
branding and visual content marketing to meet the needs of the ever-changing
consumer and stay in front of them. Social media will help us independent
insurance agents gain ground on direct writers.
Interested in learning more about social media best practices for your agency? Hear from Chris Paradiso at InsurEXPO2020 as he shares a road map to social media success. IIANC member agencies receive free registration(s) to EXPO, April 16-17 in Winston-Salem, so don’t miss out! Learn more: www.iianc.com/expo