Social Media Best Practices for Insurance Agents

Utilizing social media in your marketing mix as an independent insurance agent has quickly moved from “probably a good idea” to a necessary practice in the current era of digital communication. Today, we cover a lot of the groundwork for getting started on social media and provide some helpful tips for engaging with your audience.

Basics. Setting up a business profile that’s separate from your personal profile is not only a best practice, it’s required on major platforms like Facebook. This helps ensure your professional communications aren’t mixed in with your personal messages and makes it easier to manage compliance guidelines. There are other compliance regulations as well, such as identifying yourself as a “Licensed Insurance Agent” or using a similarly compliant designation in each post or ad that mentions your services.

Two-way Communication. Most marketing mediums (TV, radio, print, etc.) only allow one-way communication: you blast your message and wait patiently for prospects to respond by phone or email. Social media is unique in that entire conversations can begin immediately after your post or ad is published. Social media, therefore, can be a big commitment as it requires you to be vigilant and respond to prospects in a timely manner (within a few hours, max). For this reason, we recommend you allow notifications to be sent to your phone where you’ll receive social media instant messages similar to getting a text.

Establish Your Voice. Consumers gravitate toward brands with a clear mission, voice and tone. And you are your own brand! So, it’s important to develop a voice that speaks consistently throughout your marketing communications, particularly on social media where personality is king. Methods you can use to achieve this consistent voice include:

• Ask yourself which celebrity or celebrities would best represent your brand and speak in that manner.

• Create a list of adjectives that describe your brand, then narrow the list down to 3-5 adjectives. When crafting a message, ask yourself if you’re communicating all the concepts you’ve assigned to your brand image.

• Write a short story about your brand, then ask yourself if your social media messages help to tell that story.

Remember to write like you talk and that you want your personality to shine through! A business casual approach is best.

Imagery. People pay the most attention to social media posts that use imagery to help communicate a message. Always attach a photo, illustration or video to your post or ad rather than using text only. Video is ideal as research suggests social media videos generate up to 1200% more shares than texts and images combined.

Frequency & Relevancy. How often you post to your business accounts on social media is ultimately up to you. We recommend engaging your audience at least twice a week. Quality trumps quantity, meaning that a few thoughtful posts each week will serve you better than posting just for the sake of posting a few times a day. Topics we know resonate well with the senior market on social media include:

• Nutrition Tips and Health Recipes

• Senior Health and Wellness Tips

• Motivational and Inspirational Quotes

• Seasonal or Holiday Messaging

• Games and Brain Teasers

• Insights into the hobbies/recipes/activities you regularly enjoy or participate in. In other words, share your own unique expertise and/or experiences with your audience!

As an independent insurance agent, we understand you must generate leads in order to grow your business. That’s why we work diligently to provide each agent partner with the resources and guidance needed to be successful on social media and in many other areas of marketing. Contact us today at 888-745-2320 or marketing@berwickinsurance.com to receive the hands-on marketing support that can help take your business to the next level. We’re here for you!

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