Are you spending the time and money to maximize social-based marketing for your insurance agency… but not seeing any results? You could be making one or more of these social media mistakes.
Failure to Create a Strategy
You can’t get where you want to go unless you map the route. And that goes for marketing, too. You can’t achieve your goal if you don’t have a strategy in place. While many insurance agencies have an overall strategy for their business, they fail to create a strategy for their marketing and more specifically, their social-based marketing.
Creating a social media strategy begins with matching the goals of the agency to more specific social media objectives. Are you trying to generate leads? Grow relationships with your clients? Increase recognition within the community? Expand your digital footprint? Knowing what you want to get out of your social-based marketing informs the decisions you make: what type of content to post, when to post it, and when to pay for social advertising.
One of the most common complaints that we hear from insurance agents is that they don’t have time to run their social media accounts. This leads them to post irregularly, often sharing less than optimal content. Posting three times a week is great–but you can’t just stop abruptly. That looks unprofessional, and confuses your followers. Confusion also results if you post content that is irrelevant. Your audience probably doesn’t care about the result from last week’s golf tournament. They will be even more confused once you try and jump back to talking about insurance.
These are the exact problems that we created InsuranceSocial.Media to solve.
The reason people are on social media in the first place is because they want to connect with others. They want to see their friends’ pictures, hear about their neighbor’s vacation, or find a community event. They don’t want to to be pressured into making a purchase! So if you have been trying to sell your services to your social media followers, chances are they have tuned out your messaging.
Instead, it is standard practice to use the 70/20/10 rule. Seventy percent of your posts should be fun, helpful content that your followers would want to see on social media. For insurance agents, it is good to give your followers an inside look at your agency on a personal level, share loss control and risk management tips, and spotlight community organizations your business supports. Twenty percent of your posts should be content you’re sharing from other people or organizations. (For instance, great things some of your clients are doing with their personal or professional lives.) The remaining 10% can be self-promotion. After all, you do have a business to run. Note: The 70/20/10 rule is not perfect and you should adjust it to fit the objectives you created in your strategy.
Treating Social Media as an Expense, Not an Investment
It is important to treat the money you spend on social-based marketing as an investment as opposed to an expense. Many insurance agents get frustrated when they don’t see results right away. Just like any other investment, it takes time and adjustment to find the sweet spot with social media. Don’t give up! Leverage resources that could help you improve, such as InsuranceSocial.Media’s proprietary success score and tips for improved performance, or our new advertising functionality.
Creating the Wrong Type of Page
Have you ever thought to check if your Facebook, Twitter, or LinkedIn pages were set up for a business instead of an individual? Business pages have different functionalities than personal social media accounts. They also display differently to users and can be searched for in different ways.
Using Too Many Social Media Sites
You know that Snapchat account you created a couple months ago that you haven’t done anything with? It’s not doing you any favors. Social media has become pervasive within the last decade, and new social media sites are attracting the attention of millions of users. But that does not mean they are the best place to showcase your brand. If you have too many social media accounts, you make it harder to maintain your social-based marketing. That detracts from your brand and takes away time you should be spending on your business. Stick with the social media sites you know you can handle–and the ones where you know your prospects and customers hang out. For insurance agencies, this tends to be Facebook, Twitter, and LinkedIn.
Writing Fake Reviews or Buying Followers
There’s not much to say about this one other than DON’T DO IT. Writing fake positive reviews of your business, or buying followers to increase your numbers, are what digital marketers like to call “Black Hat” tactics. They are unethical ways to promote your business online. Why would you want to push content to followers who aren’t your clients or prospects, anyway? Why risk the integrity of your business by writing a fake review? There are other ways to increase followers and gather testimonials. Let us help.
Letting A Bad Review Linger
We know that being an insurance agent doesn’t make you a PR professional! But letting a bad review sit on your Facebook page unaddressed is a big mistake. Prospective customers will inevitably look at reviews before deciding to do business with your agency. Don’t believe me? Check out these overwhelming statistics.
When responding to a negative review or comment, do so quickly and professionally. This is the perfect opportunity to resolve that client’s issues while also showcasing your agency in a new light. Also, don’t worry too much about getting a negative review. Nobody is perfect and your customers will understand that. Just be sure you are handling poor reviews properly.
Failure to Track Results
The key to an effective social media presence is focusing on what you are doing well, and adjusting what you aren’t. The best way to do this is to look at the data. Most every social media site allows you to access analytical tools that show you how your posts or advertisements are performing. There are also many online tools that help you analyze social media results all in one place (and InsuranceSocial.Media also provides deep analytics for your connected social media accounts).
After some time, you will be able to learn what your audience responds to well. Keep your objectives in mind: you may be getting a lot of impressions, but no one is actually clicking on the ad. This could be a problem if your social media objective is to navigate people to your website. By tracking your results, you can make changes to improve the social media impact on your business.
–By Matt Lavery