Not sure how to get started with Facebook, Twitter, Instagram, Snapchat, etc.? Here are eight steps to launching a successful social media presence for your agency/brokerage:
1. Identify your audience.
Who are you trying to reach? Analyze your current clientele to determine the type of audience you want to keep and attract to your agency/brokerage. Demographics will influence your content and the type of platform you use to reach your audience.
2. Pick a social media platform.
With so many choices, how do you determine the best platform to reach your audience? Facebook is the most popular by far and has the widest reach. It’s also one of the easiest to navigate. Create a business page to establish a presence for your agency/ brokerage. Encourage clients to “like” your page to receive updates, special offers and news.
3. Pace yourself.
Don’t feel like you need to register for every social media site available just because it’s there. By doing so, you risk spreading yourself too thin. Focus on curating a solid presence with one platform before attempting another.
4. Develop a content strategy.
What’s the image or persona you want to present to clients and potential customers? Determine the type of news and messages you’d like to share. Additionally, create a social media policy with your employees to establish brand guidelines and posting etiquette.
5. Schedule regular posts.
Social media management applications like HootSuite and Sprout Social allow you to schedule future posts to social media platforms. Planning posts in advance maximizes your time and efficiency for sharing online.
6. Keep it professional, but personable.
It’s possible you already have a personal account on Facebook or Twitter, and it’s important to keep that personal account private. On your business page, always stick to business.
7. Be engaging and available.
Interact with your audience to encourage sharing and foster a sense of community. Reply to posts, host contests and hold seminars to educate clients.
8. Focus on education, not sales.
The 80/20 rule applies here. Aim for 80 percent of your content to focus on education and 20 percent on selling your services. No one wants to be bombarded with sales pitches — that’s a sure-fire way to lose followers. Insurance can be a confusing industry filled with technical terms and jargon; dedicate posts to answering common questions.
