If your agency is already taking advantage of major social media marketing platforms such as Facebook, LinkedIn, Twitter and YouTube, and you are a personal lines agency or have a significant personal lines book of business, you can consider branching out into emerging platforms such as Snapchat. To make your Insurance Social Media Marketing efforts even more successful, you need to go where your clients are, or where they are going to be! Many Millennials are turning to Snapchat to communicate in a unique and creative way. If your agency personal lines target market includes Millennials, then you can consider adding Snapchat to your Insurance Social Media Marketing TTD list.
The best marketing messages on Snapchat are ones that look and feel as though they were created by consumers. Therefore, you need to practice using Snapchat, learn how to create stories that explain your insurance marketing message, and understand how to leverage the extra options, such as filters, doodles and emoji’s. You can practice using Snapchat by creating a personal account first to get the feel of the platform. You can also recruit a social media savvy agent or employee in your office who uses the platform regularly.
Understand Your Snapchat Analytics
Snapchat analytics are pretty basic. The site only lets you see replies, screenshots and views. However, there are ways to analyze how well your marketing messages are being received. You can take a look at the number of people you retain throughout the story, the number of people who drop off after the second snap, and the people who leave after your first snap. Another aspect you can look at is the amount of engagement that occurs with your stories. The more positive engagement a snap receives, the better your story will do on the site.
A/B Testing on Snapchat
As with all marketing content, there are different aspects that contribute to the success or failure of a story on Snapchat. You may want to test different story titles, story lengths, the filters you use and the number of snaps to determine what resonates best with your customers. That said, we recommend agencies first focus on Facebook, Twitter, YouTube and LinkedIn, before embarking on other platforms such as Snapchat.
Learning a new social media platform (or for many agencies and brokers – any social media platform) can be a difficult and time consuming job. But today, social media is an important part of insurance agency marketing. If you feel that you need to optimize your Insurance Social Media marketing, then call the experts at StartUpSelling at (518) 222-6392.
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