Insurers need to nurture their social media accounts
While in-person connections are still key to building strong business relationships, that doesn’t mean social media isn’t a crucial part of the puzzle.
Social media has never been more important for building an insurance business than it is today. While in-person connections are still key to building strong business relationships (especially in B2B and wholesale insurance), that doesn’t mean social media isn’t a crucial part of the puzzle. Ideally, you want your social media strategy, including content development, to work hand-in- hand with your in-person business development efforts.
The top 3 reasons to nurture your insurance company’s social media presence
1. Social media helps build your brand Brand-building can certainly happen in-person – but social media is where you tell a cohesive story. People who meet you in real life can check out your social media to see why you cover the types of insurance you do, what brought you into the business, and what keeps you passionate about it. This can help strengthen relationships and keep you in front of your new connections.
2. Social media can generate leads The people you meet in real life may not be ready to work with you just yet – but your social media presence can help move them further along in the journey from acquaintance to customer. Your social media account is a great place to showcase highlights from your own work (such as case studies of agents with big insurance challenges that you’ve helped to solve). It can help demonstrate your expertise and highlight articles you’ve published and been quoted in as an expert. It can help build your credibility – which, especially in the wholesale insurance industry, can play a big role in generating leads.
3. Social media nurtures relationships and builds trust Social media is a great place to continue a conversation that started in real life. It’s easy to start by interacting with posts on a colleague or prospect’s social media. That can become a conversation, which can lead to strengthened relationships and perhaps a business connection. Social media makes it easy to keep the conversation going and remain top-of-mind for when a prospect needs your services.
How do you choose which social media platform to use?
Of course, even if your messaging is terrific, you may have a hard time getting traction if your audience isn’t present on that platform in large numbers. Here are some tips for choosing the right platform to focus your efforts on, and how to maximize your presence.
- LinkedIn is the place for B2B businesses. There are over 830 million users on LinkedIn, and four out of five are business decision-makers.
- Consider your demographics. Does your target audience skew young? You might be the exception to the rule that should focus on Instagram or maybe even TikTok.
- Conduct competitive research. Where are your top competitors focusing their efforts? How’s their engagement? Looking at their social media can give you a clue.
- Tailor your content to the platform. Each platform has its own tone, conventions, unspoken rules, and tools to help you expand your reach.
- Tag strategically. No matter what platform you’re on, consider who the thought leaders are in your industry – and strategically tag them to generate more likes and shares.
Brad Nevins is co-CEO of Direct Connection Advertising & Marketing and has more than 35 years in the property & casualty insurance industry. He can be reached at brad@directconnectionusa.com or (707) 759 5391.
This article originally appear on Direct Connection Advertising & Marketing blog and is reprinted here with permission.