Why would your clients, or better yet the general public,
visit your website, blog, Facebook, Twitter or other social media? It’s true
they may visit your website to find out to how to contact you or to research a particular
insurance issue (if you even have such information on your website). You might
be able to get them to visit and signup by offering a prize drawing, but once
that’s over how frequently do you think they’ll return?
You need to use your social media as a way to communicate
about you, your employees and your agency. You create a personality or persona
based on what you write about and post. If you’re involved in the community
post what you’re doing. Does your agency specialize in certain types of clients
or businesses? Post information of interest to those clients or businesses.
What are you and/or your employee’s areas of interest? Post information about
those things that would be of interest to other like-minded individuals or to
the public in general.
Social media is a great way to let your clients and
consumers know about the knowledge and expertise of you and your staff.
Participation in conferences, awards received and work anniversaries should be
shared with your visitors. If you or someone in your agency writes articles,
teaches or is involved in industry organizations or committees posting that
information exhibits your knowledge, professionalism and standing in the
insurance community. Publishing client testimonials is a great way to show how satisfied your clients are with the services you provide.
Most importantly remember social media needs to be light-hearted
and fun. Let’s face it insurance is boring and no one is attracted to social
media about it. Make sure your social media postings include articles, issues
and surveys that are timely and interesting. Don’t make them all about
insurance, matter of fact insurance related posts should be in the minority,
brief and contain easily understood and useful information.
Once you have achieved all the things I’ve already mentioned
you will need to drive traffic to your social media. It’s important that you regularly
are encouraging clients and consumers to visit your various social outlets. Be
sure links to all your social media are posted everywhere. Include links to
your social media in various communications you might send out, especially if
you can link a client or consumer to articles or information related to the
subject of the communication. Encourage clients and employees to share social
media they find interesting, helpful or fun with their friends. An occasional
contest or survey with a prize is a great way to drive traffic to your social
Remember social media is all about creating a relationship between the visitor and you and your agency. You wouldn't go out on a date and just talk about yourself or your business (boring and self-centered). It's always good to spend time finding out about your date, who they are and what they like and dislike (helps to decide if you are compatible). You also want to make your date laugh and have a good time (so make it fun and nothing inappropriate). These same challenges exist when you're creating a relationship with clients and consumers. Keep this analogy in mind as you move forward with your social media - act as though you are "courting" them.