You already know social media is great for swapping pictures with old friends and keeping up with family members, but it is also a very powerful marketing tool that, if used properly, can bring customers to you and keep them loyal to your agency. Here are some ideas you might try to make the most of the social network.
1. Spread the Word about Your Agency
Most people would rather buy insurance from someone they know and trust rather than from a total stranger. Make your prospects feel like they know you by creating accounts on Facebook, Twitter, LinkedIn, and Google+. Of course, your agency should also have its own web page. As your name crops up on one forum after another, even prospects who have never spoken to one of your sales agents may begin to feel connected to your company, and that’s exactly what you want.
2. Participate in Social Forums
Just having an account on Facebook, Twitter, or Google+ doesn’t necessarily mean prospects will just stumble across your information. You need to be an active participant in social media, posting or Tweeting several times each week. Some of your posts can be direct advertisements, but the rest should be service announcements, such as passing on information about a new law that affects insurance customers, or responses to other people’s posts. The more prospects you can engage online, the greater your chances of making a sale.
3. Respond Promptly to Questions and Comments
If a prospect reaches out to you by writing on your Facebook wall or sending you a message via LinkedIn or Twitter, respond promptly and suggest ways that your agency might be able to help. Prospects who get useful information after reaching out to you to engage online will trust your agency and will be more likely to think about you the next time they need to solve a thorny insurance problem.
4. Keep an Eye on Your Reputation
Social media monitoring is a critical part of launching a social network campaign. It involves going to each of the social media websites and looking for any mention of your agency’s name. If you come across a complimentary comment, thank the person who left it. If possible, offer a small token of your gratitude such as a free ebook or insurance report.
Social media monitoring is also useful because it allows you to catch negative comments about your agency and address them before they go viral. Contact the person who made the comment and work to give him or her a better experience with your agency.
It’s important that your sales agents realize that engaging in online social networks is an important part of their work, much like cold calling or following up with purchased leads. Emphasize that being a strong online presence can help increase your insurance sales.