Communicating Insurance Through Social Media Channels
Many agents in the marketplace may remember the days when the only methods of communicating with a client or prospective client were on the telephone or with postcards. That all changed with the advent of the internet. Enough said.
Today, your clients want to spend less time communicating simply because they have other things they would prefer to do. This doesn’t mean they aren’t interested in your product and the benefits it provides, they simply want you to become more efficient in your methods of communication. Receiving a birthday wish, anniversary card, or late payment notice is not the content they expect from their trusted advisor, they want more, but for less.
Agents can deploy several methods of contact using social media that is effective, inexpensive, automatic, and sustainable. If they don’t come to you (any many don’t), you must find a way to touch your clients or prospective clients that will engage, educate, and motivate them.
You Must Be Where They Are
Highly successful agents use insurance social media programs to approach and communicate with clients regularly. Fortunately, every agent can join the social platforms where customers and prospects spend a lot of time every single day. By engaging with the marketplace using automated campaigns, agents no longer have to wait for an event that will drive interest. Agents can talk about insurance and related insurance events without coming across as an insurance pusher who attempts a close with every communication.
Web Based Insurance Transactions
Agents in the 21st century have a gigantic advantage over agents in the 70s, 80s, and 90s. Insurance social media marketing is one of the many advantages that the 21st century agents enjoy. You can market to a bigger audience, sell more types of products, and develop a self-service type of practice that will greatly reduce your staffing costs. Your website is your home base. Your website can be built to accommodate you, your team, your clients and prospects.
Your website can be accessed anywhere there is an internet signal available. Your website serves as your brick and mortar office that can be open 24/7, no waiting, no “closed for lunch” signs, and your phone will never ring busy. Whenever possible, drive all your traffic to your website, not to your office.
No More Transaction Barriers
The barriers that prevented agents from completing new business transactions online are gone. Carriers have entered the 21st-century technology environment and in many cases are leading the charge to digital marketing and transactions. Those who drag their feet will fail as consumers continue to age out of the face-to-face marketplace.
Through insurance social media channels, your prospect can easily learn about your product, get a price for your product, and purchase your product without leaving their home, car, job, or restaurant, and they can do it anytime they please. Do not worry, however, there will always be a place for an experienced and educated agent to use their skills for transactions that are more complicated and technical in nature.
Where Are Your Customers and Prospects?
As easily as people log in and out, this place can become one of your insurance social media platforms where you advertise your products and drive traffic to your website. Currently, there are over 229 million monthly active Facebook users in the U.S. Of that, over 143 million are mobile. The largest age group (your target market) are users that are 25 to 34 years old, which translates to over 30% of users.
There are marketing programs available at little to no cost, that will allow your agency to set up drip campaigns via the Facebook messenger.
Youtube represents the largest platform for video with 176 million users in the U.S. With youtube as one of your insurance social media platforms, you can easily advertise your products. Video presentations are especially useful as marketing tools since the agent can actually talk to prospects and customers through video rather than text. Youtube comes in especially handy for offering quick training videos for any “how to” need you can think of.
Instagram boasts their number of U.S. users has reached over 77 million and forecasts that number to climb to 116 million by 2020. This platform can be turned into your own insurance social media network. Agencies can take advantage of the storytelling approach for communicating, educating, and converting prospective clients.
Who would’ve believed that a social network that only allows a user to send a message with less than 145 characters would grow so quickly to 67 million users with about 25% of them being mobile?
Why would an agency use Twitter for marketing and communication when they only allow a very short message? Attachments! Twitter allows the user to attach documents and videos to your message, making it a perfect business communication platform. Oh, and by the way, it’s free.
These four networks represent the greatest amount of monthly users, but there are even more that the agency should consider when adopting insurance social media marketing to complete their engagement strategy:
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Insurance Social Media Automation
Although marketing is one of the most important aspects of agency building, selling and renewing insurance policies is how you make money. Knowing this, the agent should consider putting insurance social media campaigns on autopilot by deploying one of the many multi social media posting platforms available in the marketplace. Even better, an agent can outsource their marketing efforts to freelancers that can be found on platforms such as UpWork, and hire a social media expert at a very affordable hourly rate.