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Build Your Brand with Social Media for Insurance Agencies

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Social media has become an essential tool for businesses to connect with their customers in an authentic way. It’s no longer enough to simply have a website and expect customers to find you. Social media allows you to reach your target audience where they spend most of their time scrolling through their feeds. However, developing a social media strategy can be daunting. With so many channels to choose from, it can be overwhelming to know where to start.  

Here are five tips on how to develop a social media strategy for your insurance agency. 

1) Define your brand.

Before developing a social media strategy, it’s important to define your brand. What is your voice? What value do you add to your customers? What are your top product lines? These questions will help you create a clear value proposition for your brand, which will guide your social media content development. 

2) Brainstorm content ideas.

Start brainstorming what types of content you already have and what you could re-purpose. Do you have a lot of white papers? Video interviews? An existing blog? Customer service FAQs? All of this information could be used to make infographics or short videos for social media. It’s important to think about how you can communicate insurance information in a way that will resonate with customers when they are scrolling through social media. Remember, they are scrolling through photos of family, cat videos, and other fun content, so you want your content to be entertaining as well as informative. 

Tools like Canva or ready-to-use content from Trusted Choice® can help you create fun templates that will resonate well on your social channels.   

3) Be consistent.

Social media is not a set-it-and-forget-it tool. Make sure you dedicate a specific person or number of hours per week to social media. Even if you can’t spend a lot of time on social media, consistency is most important. It’s better to post consistently 1-2 times a week than to post a lot one week and then disappear for a month. 

4) Grab your agency name across all channels.

Even if you don’t plan to use a particular social media channel, it’s important to grab your agency name, or handle, across all channels. This will prevent someone else from taking it and potentially causing confusion for your customers. 

5) Choose the right channels.

Choosing the right social media channels is essential for a successful social media strategy. Here are some of the most popular channels and their potential audiences: 

  • Facebook: Facebook is one of the largest social networks, with over 2.8 billion active monthly users worldwide. This massive audience presents a great opportunity for insurance agencies to reach a large number of potential customers. While Facebook is more popular with older audiences, with over 60% of users aged 35 and above, this demographic is also more likely to be in the market for insurance products. Agents can take advantage of Facebook’s targeting capabilities to create highly targeted ads that are more likely to be seen by the right people. By targeting specific interests and geographic areas, agents can make sure their message is being delivered to people who are most likely to be interested in their services. 
  • LinkedIn: LinkedIn can be a highly effective marketing strategy for insurance agents, particularly when targeting a business audience. With over 740 million professionals worldwide, LinkedIn provides a platform to connect with decision-makers and potential business owners. This social network is known for its professional environment, making it an ideal space to establish credibility and build professional relationships. Whether through a dedicated company page or a personal LinkedIn profile, insurance agents can showcase their expertise and industry knowledge, positioning themselves as trusted advisors in the insurance space. 
  • Instagram: Instagram offers a unique opportunity for insurance marketing by allowing agents to reach younger audiences on a visually-driven platform. With its emphasis on photos and videos, Instagram provides a creative space for insurance agencies to engage with potential customers. This can be an ideal place to humanize your agency by showcasing individual people at your agency, sharing community involvement, and using video or graphics to briefly explain common insurance FAQs.  
  • Video platforms YouTube and TikTok: Video content continues to grow in popularity, and it’s important to think about how this fits into your overall social strategy. Video is a great way to explain insurance concepts, misconceptions, and things people might overlook. You can take video further by exploring platforms such as YouTube and TikTok. Even if you focus on posting to other platforms like Facebook and Instagram, watching TikTok for new trends can help you get ideas for your strategy.  

Developing a social media marketing strategy for your insurance agency can be challenging, but it’s essential for reaching your target audience. Defining your brand, brainstorming content ideas, and choosing the right channels are all essential components of a successful social media strategy. Remember, consistency is key, and social media is not a set-it-and-forget-it tool. By following these tips, you can create a social media strategy that connects with your customers in an authentic way. 

Kelley Smith
Director of Traffic Generation at Trusted Choice