Social media is so deeply ingrained in consumers’ day-to-day lives that insurance agents need to have an outstanding presence on it to maximize their market reach and growth. Interestingly, young insurance agents have already taken the lead in this aspect, with 73.4% of them using LinkedIn, according to Statista. However, it isn’t enough to have a social media profile—instead, you must consistently engage your audience with meaningful content on Facebook, Twitter, YouTube, Instagram, or other appropriate platforms.
By sharing engaging insights and social media posts, you can expand your brand awareness and position your insurance agency as an industry authority. Moreover, incorporating this into your content marketing strategy enables you to boost lead generation and attract more referral traffic to your website.
You’ll want a strong presence on some of the most popular social media platforms for your target audience to maximize the impact of your strategy. It’s also vital to identify the appropriate type of content for each platform to maximize your marketing efforts and budget. The following types of social media content for insurance agents work for most social networking platforms:
Most insurance consumers research policies online before making a purchase decision. Social media posts are a practical way to share the insights or answers your existing or prospective clients are looking for. Ensure that a significant percentage of your posts are related to the topics on which you have authority. Inform, educate, and excite your readers with your knowledge. Relevant, informative content proves that you’re an expert in your field, which helps build brand trust. You can distribute the content across various formats, including text, images, and video. Become an authority in your niche segments, such as life insurance, commercial insurance, or property insurance.
In your website’s “Why Choose Us” section, you can loudly proclaim, “We pride ourselves on our history of social responsibility and excellent customer service.” Nonetheless, not everyone will take your word for it, because in insurance, it takes time and effort to build customer trust. With client testimonials posted on social media, you can persuade some of the doubting prospects that your insurance agency is as good as advertised. Obtain some lengthy reviews from satisfied clients, preferably in video format. Request them to follow a format that covers the different parts of the services you are providing. This will allow you to share the reviews in chunks. Also, get written permission to share the testimonials publicly and then post them on social sites.
Create short videos that address or provide the information that most consumers research online. You can cover any common customer pain point or concern, from how insurance premium rates are determined and bundling policies to issues that affect claims approvals and denials. In a short clip, you can briefly share insights that would take way longer to read in text format. Share your expertise using educational videos about insurance products, services, rates, comments on industry news, or anything worth the attention of potential insurance buyers. Don’t forget to ask for sharing and referring the video to others. You can expand your reach pretty fast by tapping into the viral power of insightful social media videos.
This type of content is a perfect match for the informal setting of social media. Since you’re avoiding hard selling for now, why not provide a glimpse into the culture and atmosphere of your office? These posts can reveal the rarely seen “human side” of your insurance brand, making it much more relatable to prospects. Some practical ideas for shareable behind-the-scenes shots include:
Brands can collaborate and support one another in various ways, and insurance businesses are no exception. For example, you can share information about a local company to help one of your clients. Whether the business is an auto garage, vendor, or consultant, they might appreciate and reciprocate the unsolicited @mention or referral in one of your social media posts or comments. By helping out, you can fortify your local business community membership and may get referrals, mentions, or policy renewals in return.
People posting about your insurance agency or products on their social media timelines is the digital equivalent of word-of-mouth marketing. It’s a cheap way to expand your reach and build trust among prospective insurance clients. You can encourage your existing clients to engage more with your brand in ways such as:
Participating in social media conversations about your products is a great way to spread brand awareness, as more clients will reply and mention your company.
Informal competitions can make for highly engaging social media posts for insurance agents. There are many ways to boost engagement on Facebook or Instagram with these posts, including:
Stories have become a popular way to offer a rare glimpse into a brand through short videos or photos that disappear after 24 hours. For insurance marketers, stories are a great way to post Ask Me Anything stickers, encouraging engagement with existing clients. One way to achieve this is by creating explanatory videos that feature insurance FAQs and sharing them across social media.
Every community has its heroes—individuals who are known and admired for their outstanding achievements. Highlighting these individuals on your social media pages boosts engagement because heroes spark interesting conversations whenever mentioned. Your brand will reach more people as your followers mention and tag their friends about the local achiever you've posted, whether it's an athlete who won the state championship or an activist recognized for their efforts in uplifting the community.
Part of the reason why social media attracts all demographics is that it offers more than just social networking or friendships. For many people, these platforms also serve as a valuable source of information, including breaking news and expert tips. Take advantage of your existing clients’ quest for timely insights by sharing relevant information from other credible sources. These can be articles, videos, podcasts, or quotes that would interest your audience.
Take the example of one of your existing insurance clients commenting on your Facebook page that your response to inquiries is superfast. This comment is significantly more credible and generally less expensive than your post or ad making the same claim. That’s why you should make the most of UGC. Examples of UGC include:
You can run specific campaigns to collect feedback or even automate the process of review extraction and publishing on your preferred platform, such as a business website.
Only the best social media posts for insurance agents get the most shares, likes, comments, and other user engagements. They’re deemed “best” because they add value, such as informing, educating, inspiring, entertaining, or helping resolve customers’ pain points. Your audience can reciprocate by talking more about your brand, buying, or renewing insurance policies with your agency. Getting all these aspects right can be tricky or more expensive than necessary for your agency, especially if you prefer to focus on what you do best—selling insurance policies. Our experienced team at Stratosphere can help you boost your reach and engagement on Facebook, Twitter, Instagram, YouTube, and similar platforms. Visit our social media marketing page now to get started!
