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Social Media Tips for B2B Insurance Agencies

A strong social media presence can be a challenge for B2B (business-to-business) insurance agencies. Many B2B companies struggle to show their professionalism and build an audience through social media marketing. Consider the following tips to ensure your agency maximizes your social media marketing efforts.

Create your persona online

Your presence on social networks must have a well-defined personality. Informative, useful, engaging, timely, and relevant are all characteristics that top B2B social media accounts consider when creating their online persona. Decide how your voice will sound online. Will it be formal or informal, speaking to individuals or companies, sounding like a reporter or contributor to an opinion piece? Will you be sharing company employee events, creating contests, reporting industry changes or regulations, or all of the above? Your agency’s goal is to create a relationship and a sense of community with clients and prospects. But first you need to determine your social media personality.

Create a written strategy that includes the prospect scorecard and buyer persona

When creating your marketing strategy, ask yourself these questions:

  • Who is your target audience online and how diverse is this group? Start by creating a prospect dashboard.

  • What social platforms will best target that audience? You may need to look at the different platforms to see which social media platforms are most applicable to your customers and prospects.

  • What kind of content will that target audience find most useful? Would it be infographics, long articles, technical support information, breaking news commentary, regulatory updates, or some combination of all of these?

  • What are your short- and long-term goals on social media? Perhaps your short-term goal is simply to consistently share content. And your long-term goal includes an ad budget for growth and prospect engagement.

  • How do your competitors use social networks? You can learn a lot about what to do and what not to do by studying your competitors.

Comment on news and regulations relevant to your target industries

Offering commentary on breaking industry news and changing regulations is a great way to demonstrate your knowledge in your industry and provide your clients with information on how to understand these updates. This can lead to higher levels of engagement and more 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 Posts vs. Paid Posts

Once your insurance agency is consistently posting quality content, you can consider postings and ads. You may want some guidance with this, as budget can wear out quickly and multivariate split tests with attractive visuals and custom charts can drastically improve your reach and ROI.

Build a respectable fan base

Looking professional and demonstrating a respectable following and level of engagement is half the battle when getting started with your insurance social media marketing initiative. The main platforms your agency should take advantage of are: LinkedIn, YouTube, Facebook, Twitter and Google+, probably in that order, although your target markets could affect this. LinkedIn and YouTube can be very valuable for B2B companies. LinkedIn is a good place to start, it is very much a business focused platform. Then take advantage of YouTube using videos, recorded webinars, or even simple voice updates in PowerPoint. Try to build your fan base as quickly as possible, to a respectable number. For example, this could be 500 followers on LinkedIn, Twitter, and Facebook. Although 5,000 or more would be great, your agency initially strives for a baseline of professionalism and credibility.

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