Social media insurance marketing has become a popular in the insurance industry for insurance agencies to communicate with existing and potential clients and generate new business. However, not all of the social media strategies this industry uses provide the intended benefits. This article discusses common mistakes that insurance agencies make in their use of social media and provides tips on how you can avoid these mistakes:
1. Not Reaching Out to Customers
For insurance agencies, social media digital marketing is a two-way street. Yes, you want to be using social media to reach your customers and prospects, but at the same time, they also need a way to reach you. After all, one of the worst mistakes that an insurance agency can make is to appear like they are not interested in their existing customers or new insurance business.
2. Not Speaking the Customer’s Language
You want your marketing efforts on social media to reach prospective clients and be of interest to them, but you also want these prospects to engage with your agency. This means doing more than just posting links to your website and blog; you must speak their language. This includes using the same kinds of social media tools and techniques, such as hashtags and retweets.
3. Marketing Without a Strategy
Social media marketing may be free, but it is still marketing and requires planning and strategy. So before you begin posting to your agency’s social media accounts, you should develop a written plan that covers the goals and objectives of your efforts. Then work backward from these goals and objectives to determine which tactics and strategies will be most effective and how your time will be allocated.
4. Focusing on the Wrong Social Networks
While it is true that most social media platforms are essentially free, they are also extremely competitive. Therefore, it will be difficult for your agency to gain traction on these sites without the proper focus and attention. As such, you must decide which social networks best suit the needs of your target market and then work with these networks to increase brand awareness and attract new customers.
5. Lack of Transparency
One of the best ways to leverage social media marketing for insurance companies is by creating a brand identity that the audience can resonate with. Customers don’t want to work with agencies constantly looking over their shoulders. This means that you must be transparent about your agency’s processes and procedures, even if they differ from the norm. Of course, your customers won’t agree with everything you do, but by showing them how your agency operates, you can demonstrate that your agency is transparent and puts their needs first. For example, as an insurance company, you could run a campaign for busting common insurance myths. This way, you are not only adding value to their knowledge but are also promoting yourself as an insurance agent.
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6. Not Optimizing Your Sites
Suppose you don’t optimize your websites, social media pages, blogs, and other marketing sites for search engines (SEO). In that case, potential customers may never find these pages, no matter how good they are. So make sure that search engine rankings can easily index each site and that each title tag, meta description, and page URL clearly describe the specific content.
7. Not Integrating Your Marketing Campaigns
Social media marketing is not a stand-alone strategy; it must be integrated into your overall marketing plan. Otherwise, you will end up with fragmented efforts that fail to meet your overall goals, such as increasing brand awareness and generating new leads. The best way to avoid this mistake is to start your social media marketing campaign by developing a lead generation campaign that includes automated and manual processes.
8. Not Following Up With Leads
Following up with leads generated by social media is just as important as following up with leads generated by other forms of marketing. The most important thing you can do is thank them for reaching out to your agency and then quickly schedule an appointment with them. Then, be sure to keep in touch over the next few weeks with additional information about your agency, so they don’t forget about you completely.
Conclusion
In the end, you have to remember that your social media marketing campaign must be integrated with all of your other marketing initiatives. And if it is not, you may risk creating a fractured campaign that does not meet its overall goals, such as generating new leads and increasing brand awareness.
By avoiding these common mistakes in social media marketing, agencies can generate more leads and increase brand awareness in a fraction of the time required by other marketing strategies. When implemented correctly, social media marketing is one of the most cost-effective forms of modern advertising available to most insurance agents today.
