3 of the Worst Social Media Marketing Mistakes Insurance Agents Make

Social media marketing can help insurance agents/brokers better communicate and interact with policyholders and prospects — but only if it’s done right. Don’t miss the mark. Check to see whether you are Social Media Marketingmaking these three critical social media mistakes.

Having an inconsistent online presence. Too many insurance agents go months without posting a new blog, sharing helpful content or updating their agency’s Facebook page. In fact, 86% of insurance clients feel that communication with their agent is lacking.

The fix: If time is an issue, consider using a social media management tool that can free up hours that you would normally spend putting together a content calendar, posting, checking accounts and addressing consumer questions/comments. In 2020, the top-rated social media management tools are Hootsuite, eClincher and Sendible. However, not all social media tools are actual management tools. For example, some may help schedule content but don’t actively manage network engagement. Ideally, a social media management tool should provide you with:

  • A dashboard to easily monitor all your social network messages and allow you to instantly engage with your audience.
  • A scheduling system to systematically schedule and recycle your content to each of your social networks.
  • Progress reports on how well your content has performed on each network.

Posting the usual insurance content. It’s easy to reuse company-provided marketing materials, offer “free, no obligation” quotes, low rates, etc. But pushing out the same messages as other insurers is a nuisance and a waste of everyone’s time.

The fix: Demonstrate your sincerity by showing that your agency cares about more than selling a policy. For example, post blogs and send tweets that promote local community events, share what’s new in your company or agency, and showcase customer case studies and testimonials. Look at your customer base. Do you insure commercial businesses? If yes, consider sending updates on legislative issues, changes in workers’ compensation and employment laws, employee benefits news, etc. This can be in the form of a blog, a link to third-party content, or something along those lines. The point is, be pushing out content that your clients will find interesting and useful.

Ignoring messages, comments and questions. Social media platforms create an interactive bridge that connects you with prospects and policyholders. If you aren’t regularly responding to communications that come in on your Facebook wall, website blog posts, tweets, or similar venues, people will get the feeling that you just don’t care.

The fix: If you can’t properly manage your social media or website messages, consider assigning the task to an employee who can regularly check your accounts so that you’re notified when a new comment or question comes in. If your agency is a heavy Facebook user, the Facebook Pages app is a great way to manage your Facebook page from your smartphone, so you can instantly respond to prospects and customers, as well as receive important alerts. The app will also allow you to link to other accounts, so you can easily manage posts from other platforms using one inbox.

Spend more time ramping up your social media presence and less time sitting in a classroom completing your continuing education credits with FastrackCE. We offer courses in most states covering a broad range of topics, including most of the state-mandated courses such as ethics, flood, long-term care and annuity training.

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