Social Media Tips For B2B Insurance Agencies

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March 1st, 2017

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Insurance Agency Social Media Marketing

A strong social media presence can be challenging to accomplish for B2B (business to business) insurance agencies. Many B2B companies struggle to showcase their professionalism, and build an audience through social media marketing. Consider the following tips to help make sure your agency is maximizing your social media marketing efforts.

Create Your Online Persona

Your social media presence should have a well-defined personality. Informative, helpful, engaging, timely and relevant are all characteristics top B2B social media accounts consider when creating their online persona. Decide what your online voice will sound like. Will you be formal or informal, speaking to individuals or businesses, sounding like a reporter or an op-ed contributor? Will you be sharing company employee events, creating contests, reporting on industry changes or regulations, or all of the above? Your agency goal is to build rapport and a sense of community with both clients and prospects. But first you need to determine your social media persona.

Create a Written Strategy Including Prospect Scorecard & Buyer Persona

When creating your social media marketing strategy, ask yourself these questions:

  • Who is your target online audience – and how diverse is this group? Start by creating a Prospect Scorecard and Buyer Persona.
  • Which social platforms will best target that audience? You may have to search the different platforms to see which social media platforms are most applicable to your clients and prospects.
  • What type of content will that target audience find most useful? Would it be infographics, long-form articles, tech support information, breaking news commentary, regulatory updates, or some combination of all of these?
  • What are your short term and long term social media goals? Perhaps your short term goal is simply consistent content sharing. And your long term goal includes an ad budget for growth and prospect engagement.
  • How are your competitors using social media? You can learn a lot about what to do and what not to do by studying your competitors.

Comment on News & Regulations Relevant To Your Target Industries

Offering commentary on breaking news and changing industry regulations is a great way to demonstrate your knowledge in your industry and to provide your clients with insights on how to understand these updates. This can lead to higher engagement levels and increased exposure to your social media pages. You can use Google Alerts and social media alerts to monitor industry keywords and stay on top of dynamically changing events.

Organic Vs. Paid Posts

Once your agency is consistently posting quality content, you can consider posts boosts and ads. You may want guidance with this, as the budget can get spent quickly, and multivariate split testing with compelling images and custom graphics can dramatically improve your reach and ROI.

Achieve A Respectable Follower Base

Looking professional and demonstrating a respectable number of followers and engagement level is half the battle when starting on your insurance social media marketing initiative. The top platforms your agency should leverage are: LinkedIn, YouTube, Facebook, Twitter and Google+, likely in that order, though your target markets could impact this. LinkedIn and YouTube can be very valuable to B2B businesses. LinkedIn is a good place to start, it’s very much a business centric platform. Then leverage YouTube using videos, recorded webinars or even simple voice over PowerPoint updates (StartUpSelling has uploaded hundreds of videos to YouTube, some of which have over 10,000 views). Try to build up your follower base, as quickly as possible, to a respectable number. For example, this might be 500 followers on LinkedIn, Twitter and Facebook. Though 5,000 or more would be great, initially your agency is striving to attain a baseline of professionalism and credibility.

Looking for assistance with your insurance agency social media marketing plans? Contact the insurance agency marketing experts at StartUpSelling for a personalized review.

12 Tips to Energize Your Insurance Social Media Marketing Campaign

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January 17th, 2017

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Insurance Web MarketingInsurance Marketing With Twitter ImageInsurance Social Media MarketingSocial media marketing is an integral part of your online presence. Not only are you communicating directly with potential customers, but you are building a loyal, engaged brand that will continue to feed your business as long as it is well nurtured. Google is increasing its ranking of websites with well engaged social media accounts and have been displaying social media posts directly in search results. Since competition is fierce, here are 14 tips to help you get the ball rolling on your social media conquest.

  1. Set measurable and achievable goals for each social media network.
  2. Prioritize quality over quantity. Five relevant, quality articles will reap higher rewards than 10 articles that were quickly thrown together.
  3. Focus, and choose the best social media platforms for your business. Select the one or two social platforms that best fit your target markets and spend your marketing time wisely. Yes, you can and should post to many platforms, but focus on those most applicable to your business.
  4. Check out the competition. Study your competitors and brand leaders thoroughly to learn their strategies.
  5. Follow back and interact! Social media is all about quality interaction. Build your follower base.
  6. Don’t over share. It doesn’t work. Respect your followers by sharing relevant, quality content.
  7. Respond to all feedback whether positive or negative. One of your social media marketing goals should be to maximize quality engagement.
  8. Automate content posting. Use tools such as Hootsuite, Social Report or Buffer to automate your posts and save some time.
  9. Use hashtags strategically and reasonably. Try to sum up the subject you are sharing with one or two relevant hashtags, three maximum.
  10. Deliver content consistently. Consistency, quality, relevant posting will be the key to your social media marketing success.
  11. Analyze past content to improve future posts. Use analytics to analyze the effectiveness of your content and marketing strategy. Which posts have had the best results, and why? Measure, refine and execute again.
  12. Use keywords and images in your posts. Keywords will help you reach your audience, and images help gain attention. If you are targeting high net worth prospects, and create a posts on yachts, make sure the keyword and hash tags include yachts and utilize an enviable yacht image.

Contests, surveys, publishing, ad and a post boosts are all important components of a successful social media marketing campaign. If your agency is interested in improving your insurance social media initiatives, or you want to optimize your insurance agency marketing and lead generation, contact StartUpSelling, and receive a free insurance lead gen and web marketing review.

 

New On-Demand Webinar: How Social Media and Mobile Websites Improve Insurance Agency Marketing & Lead Gen

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September 23rd, 2016

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How to Use Social Media for Insurance Agency Marketing & Lead Generation – Recorded Webinar Available On-Demand

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August 18th, 2016

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On-Demand Webinar: How to Use Social Media for Insurance Agency Marketing & Lead Generation

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July 14th, 2016

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Leveraging LinkedIn Publishing for Insurance Agency Marketing

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June 27th, 2016

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Insurance Web MarketingCreating blog posts for your insurance agency website is an important way to connect with customers and attract new prospects. Creating articles to post on social media sites, including LinkedIn, helps extend agency reach and showcase expertise.

Why LinkedIn Publishing?

In the US, 38% of adults use LinkedIn daily, many of which are business people including your customers and prospects. LinkedIn provides a publishing platform for members to create and distribute authoritative articles. These articles are then categorized on Pulse, LinkedIn’s content aggregation system. Pulse allows people on and off LinkedIn to see your article, but only LinkedIn members can share, like or comment on a post.

Access to Professionals around the World

Nearly half of people who read articles on LinkedIn Publisher are upper management in their respective industries: CEOs, VPs, COOs, CTOs.  An article published on LinkedIn can receive tens of thousands of views and hundreds of comments. Many businesses who regularly publish on LinkedIn have stated they obtain new clients from their LinkedIn Publishing efforts.

LinkedIn publishing offers an attractive format, with large banner image for each article. It’s  important to take the time to find an eye catching, high resolution image, for these images help improve the professionalism of the post, and increase readership. And insurance agency marketers should be certain to include keywords (add tags) in every article post.

LinkedIn Analytics

When people comment on a post published on LinkedIn Publisher you will be able to see their profile via LinkedIn’s analytics. You will also be able to see statistics on readers, including job title, geography and industry. You can then determine who is reading your articles, and if they are in your target market and profile, and if you need to change your content or writing style.

For insurance agency marketers looking for a new way to reach your business prospects, consider LinkedIn publishing. You will be able to learn more about your target market while growing your customer base with top professionals. To learn more insurance social media marketing tips, contact the experts at StartUpSelling  (518) 222-6392.

 

 

How to Use Social Media for Insurance Agency Marketing & Lead Generation – Recorded Webinar

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June 22nd, 2016

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New Webinar: How To Use Social Media for Insurance Marketing & Lead Generation

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June 20th, 2016

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Join us for this brief, complimentary webinar and learn how to leverage social media for insurance agency marketing and lead generation. StartUpSelling insurance marketing experts will review how agencies are using social media to find new prospects, enhance their image, extend reach and increase customer retention. Topics include:

* How to Optimize Agency Social Profiles to Enhance Image, Brand & ProfessionalismInsurance Content Marketing
* What Type of Content Will Attract New Prospects & Improve Client Retention
* Which Social Networks Drive Which Lines of Business
* New Trends & Opportunities that will Improve Social Media Results
* Posting & Tracking Tools to Optimize Effort, Success & ROI

Date & Time: Wednesday June 22, 12:00-12:30 Eastern Time

To Register: https://attendee.gotowebinar.com/register/234969307735684865

Emoticons For Insurance Web Marketing – Seriously ;-) OMG!

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June 16th, 2016

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insurance web marketingEmoticons, or emoji’s, have become a popular way for people to express their emotions in social media, texts, and emails. As marketers try to find new ways to reach their market, they have begun to explore the idea of Emoji Marketing. Though it’s highly unlikely an emoji would influence this writer, there are younger buyers out there (OK – that does leave a large range at my age) that are emoji fans.

Emoji’s began in texts. People would use colons, semicolons, parenthesis and even numbers to create hearts, smiley faces and frowns. Then programs and graphic designers began to create images that people could use on Facebook, in their texts, and even when emailing friends. The popularity of GIFS and memes have led to rise of many different emoticons from smiling monkeys to a couple dancing. Some emoji are even animated to become more expressive in online communication.

Visual images help to convey emotion, engage the target market and can help companies reach younger buyers including millennial and Gen Z prospects. Emoji marketing could be the next step in social media marketing campaigns, if you’re targeting younger buyers. A few tips when using emoticons:

  • There is no standardization of emoji across platforms
  • Don’t want to overuse emoticons
  • Be careful when creating your own emoji – it might be interpreted in the wrong way!

If you are an early adopter and  start using emoticons in your insurance web marketing campaigns – let us know. We’d love to feature a blog about your campaigns! That said, we don’t expect to be using emoticons in any of our StartUpSelling B2B insurance marketing campaigns :-).

Contact the experts at StartUpSelling at (518) 222-6392 to learn how you can create effective Insurance Marketing Lead Generation campaigns.

Using Snapchat For Personal Lines Insurance Social Media Marketing

Posted on

May 17th, 2016

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Insurance Social Media MarketingIf 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.

Native Content

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.