Seven Ways to Reach Insurance BuyersUsing Social Media

October 2013

www.rallyverse.com@rallyverse

Let's all admit it at once: insurance policies, claims, underwriting and technology might not be the sexiest topics to post about on social media.

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You probably don't have the luxury of filling space with gecko pictures, and you're aware that most people aren’t comfortable being sold to on social media.

A lot of producers seem to be scared:

A study earlier this year revealed that only 34% of agencies are using Twitter and 46% are using LinkedIn.

Even Facebook use by producers only sits at 65%.

And to be taken seriously in today's 24/7, always-on Twitter landscape, it's crucial to find the right balance:

Inform but don't bore, find new customers but don't bug, appear relevant but don't seem too eager.

Here are several key ways to find and build new relationships while not boring your followers to tears:

1Teach and Provide Examples

Buyers are looking for an insurance agent that can be found, trusted and is extremely well-versed in

all types of scenarios.

Showcasing knowledge on social media could be the dealbreaker for a customer shopping around different agencies.

Whether commenting on a local accident or national disaster, the overarching theme should be: "We understand you and your concerns, and you can trust our expertise."

2Don't Be Afraid of Third-Party Content...

Sharing content from a wide range of trusted third-party sources - whether it's PropertyCasualty360, Insurance Journal, The New York Times, or the local paper – can be just as effective as original content.

But make sure the human voice doesn't disappear; social media is all about people.

Technology can help you find and curate content, it can never replace the personality of the brand’s voice.

Successful marketers present the curated article or news item as only a piece of the big picture…

…supplementing it with the "why" or "how" to show that this really means something to the reader.

3…or Personality

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If you're just going to rattle off different policies, promotions, news and dry commentary, then social media is not for you — best of luck!

Make sure you and your partners are clear on your brand’s position...

Whichever you choose, it should be paired with the point that your customers need to know you're human.

If you're a small-town agent inserting occasional Tweets congratulating the local Little League champs, expressing excitement about the Fleetwood Mac show this weekend, or asking for yoga recommendations…

…it could be just enough to push a customer into your corner.

4Don't Underestimate LinkedIn

LinkedIn allows producers to stay in touch with consumers in a work-centric setting (as opposed to the more personal Facebook or the less message-friendly Twitter).

It also provides an opportunity for an account’s producer to locate the appropriate decision-maker — a huge time-saver on larger, more commercial policies.

Additionally, LinkedIn can serve as an effective recruiting platform for young, up-and-coming industry talent in your area or nationally.

5Be Proactive and Engage with Potential

Leads...

Insurance producers were the forefathers of social networking, always hyperaware of potential customers, their needs, and any room for a professional relationship or added word-of-mouth.

So when it comes to modern social networking in the technological sense, it's simply not enough at the end of the day to be complacent with a nice set of "likes" and followers.

These are potential leads who need to be engaged with.

If you replied to a local business' post about the best pizza place in town, they might think of you later when in need of a new policy.

If you see someone posting that their company is rehauling its insurance framework, find the appropriate colleague on LinkedIn to contact.

6…But Follow the Rules

Given the delicate nature of the insurance industry’s work, there

is a persistent and legitimate paranoia of both employee misuse

and consumer misunderstanding in

regards to social media.

Insurance companies often lay out strict social media guides and guidelines on how they should and shouldn’t represent themselves and their business.

Make sure that what you’re posting doesn’t include confidential details or explicit recommendations.

Just follow the rules!

7Utilize Technology

Technology can help you manage all these social media conversations in one place!

Your agency may already have a platform you can use – there are plenty of tools you can explore.

But, of course….

Rallyverse can help .

Thank You

info@rallyverse.com@rallyverse