If you’re an independent insurance agent who struggles with attracting qualified leads and being remembered by your name rather than by the name of the carriers whose policies you sold, then social media presents a tremendous opportunity to affect both. Effective use of social media can improve:
- the quality of the customer experience you provide, and
- the level of trust you create between yourself and your prospects.
Being in a highly regulated industry like insurance can be tough when you’re trying to advertise on social media. Still, there are plenty of opportunities to use social media to:
- Put a face to your brand.
- Improve brand recognition.
- Demonstrate that you give attention to your clients.
- Post status updates.
- Entice leads.
- Educate and provide useful links.
- Drive traffic to your website.
But the real challenge in a business like insurance sales is trying to be a Froot Loop in a world of Cheerios. For most, there is very little that differentiates one agent or broker from another.
Insurance is insurance.
Price is price.
Brands are trusted . . . or they’re not.
The only things that are truly unique to you are how clients feel about their experience with you and how much they know, like, and trust you.
Fortunately, I’ve got 11 proven insurance advertising ideas for social media (plus a bonus idea) that will not only help you stand out but also solve some of the biggest problems insurance agents face:
- Getting in front of qualified clients
- Enabling clients to make referrals
- Being remembered by your name and not a carrier’s name
- Convincing prospects that they need what you have
- Competition from online carriers and quotes
Savvy social media marketers know that the secret to social media is to remember that, first and foremost, it’s a social forum. So, while it’s okay to include posts about your business now and then, the majority of your posts, photos, stories, Tweets, and Reels should be about your personal life.
This isn’t rocket science—people simply prefer to do business with people they know rather than with strangers. Today, using social media is how people get to know others who aren’t in their immediate circle.
Sharing aspects of your life gives your audience a chance to get to know you, feel like they have a relationship with you, and believe they can trust you. Instead of being “what’s his name,” posting aspects of your personal life to social media allows you to become “Andy with the funny dog” or “Melissa whose daughter just graduated.”
Share what feels comfortable, but these ideas for posting to social media are effective starting points.
1. Community events
These could be your participation or attendance at volunteer opportunities, youth sports events, local parades, grand openings, organized pet adoptions, and scouts’ car washes. There’s a long list of opportunities if you keep your eyes and ears open.
2. Family fun
Show your audience your life outside of work. Consider posts about birthdays, vacations, holiday get-togethers, backyard barbecues, game nights, date nights, graduations, a new car, and garage or yard sales.
3. Business spotlights
We’ve had guests on our podcast who post a regular series of business spotlights as a way to build partnerships in the community and provide mutual referrals. One guest, Candace Decker, moved her business to a new state, hired a videographer, interviewed restaurant owners and their staffs, and featured their businesses on her social media platforms. She was landing clients within a few days and now has a strong following. Tom Toole, another guest, does a weekly post where he reviews sandwich shops and experiences similar success.
4. Client testimonials
Record video testimonials from newly signed clients talking about their experience with you and your staff. You should also consider contacting clients and asking if they would record a video on their phones and send it to you. (Just be sure you’ve been in consistent contact with them. Asking for something when they haven’t heard from you since they bought their policy a year or more ago isn’t a good move.) Give these clients a few ideas of what you would like them to talk about. They’ll appreciate not having to come up with ideas on their own.
5. Office profiles and updates
Why not introduce the members of your office by featuring them in a video? Have you hired someone new? Are you offering new policies? Have you partnered with a new carrier? All of these are appropriate for a social media post.
It’s important to be authentic when posting to social media because you want the person who your followers think you are to be the same person they eventually meet when they come to buy a policy. “Playing a part” circumvents the whole point of allowing people to know, like, and trust you.
Additionally, it’s vital to the success of your social media marketing efforts that you post consistently to your platforms. You want to grow an audience of followers, and, for that, you need to create a presence on social media. No one is going to follow someone who only shows up occasionally.
Ideally, you want to be on all platforms, but if you can’t, then pick the one or two you feel the most comfortable with and post regularly according to a schedule you can stick with realizing that the more you post, the more productive you are assumed to be.
One of the reasons why educational content is worth producing is you can repurpose it in an almost endless variety of ways.
Let’s imagine, for example, that you wrote a comprehensive blog for your website that answered your clients’ top 10 most frequently asked questions. You can then break that blog up into smaller pieces to use in any of the following ways:
Review your list of FAQs you’ve answered in your blog, and see if you can turn some of your answers (or parts of answers) into one or more infographics.
Infographics are illustrations, charts, diagrams, and other graphics used to communicate information visually and with a minimal amount of words. They work well to capture attention and increase understanding because they are simple, colorful, engaging, and informative.
You can use an infographic to explain statistics, processes, timelines, relationships, lists, and comparisons. For example, you could use an infographic to explain:
- The differences between whole and term life insurance
- The payment process to a beneficiary
- What to do and not do if you’re in an accident
- How a carrier determines a benefit amount
- The claims payment process
- What steps to take to save on house insurance costs
- The pros and cons of hiring a public adjuster
And while you could hire someone to create an infographic, there are infographics makers available—some free, some not—such as Canva, Visme, Infogram, and Venngage. If you are going to create your own infographics, then be sure to check out this blog for some useful tips. (Don’t let the title dissuade you. The tips are equally applicable to insurance agents.)
7. Short-form videos
With nothing but a smartphone, you can create a series of videos in which you answer one FAQ in each video. Even better, have each agent in your office record one video. This will allow you to introduce your team while enhancing each agent’s credibility. If you take this approach, it’s a good idea to use a consistent template so that your brand identity doesn’t become diluted.
You can use the video editor on your smartphone or any of these online tools to edit your video for social media:
Few people in your targeted audience will know more about insurance than you do. That means there are abundant opportunities for you to post the educational information they need to make informed decisions. And each time you provide that information, you’re perceived as more credible and trustworthy.
Engaging and entertaining content
When implementing the ideas listed below, remember that the best outcome is to collect information that will help you better target your marketing. Simple fun for your audience is fine, but fun that also provides you with usable information is better.
Select a topic that is trending in the industry, and ask followers their opinions about it. You can make your request an open-ended question, a multiple-choice question that limits the type of responses, or a poll.
9. Photo caption
You and your audience can have a ton of fun with this idea. Post your picture, and encourage people to submit their captions. You might ask followers to vote on the one they like best and then give a prize to the winner. (A gift card or a free assessment of their insurance needs would work!)
10. Short quizzes
You could create a quiz that allows people to test their insurance knowledge, assess their risk tolerance, or pick the kind of car that best suits their personality.
11. Personally branded magazines
If you’re looking for something to post that’s really different and engaging you can purchase one of our personally branded magazines and share its content with your followers. And when someone shares your post, your branding remains intact giving you virtually limitless opportunities to enhance your brand’s awareness.
Bonus: a single solution
The best of all worlds is to post content to social media that would be personal, educational, engaging, and entertaining—content that hits all the important value-driven touch points at one time—and implement a social media schedule that you could set and forget.
Branded Social Media Posts are prewritten posts designed especially for social media. We brand them with your name, photo, business, and contact information so that your name—not carriers’—is the one people remember.
We’ve got thousands of engaging posts—including videos—representing a huge array of topics that social media fans love: food and travel, home and garden, life and culture, beauty and health, motivation and inspiration. . . the list goes on.
We make posting these articles super easy by offering suggestions for what to post and when, prewritten captions you can use as they are or edit, and a Facebook Scheduler you can use to schedule publication weeks in advance. There’s even a biweekly newsletter, included at no extra cost, that will go to your selected recipients’ inboxes.
Branded Posts provides a solution to maintaining a consistent social media presence that keeps you top of mind but that doesn’t require you to take time away from your business.
You owe it to yourself and your success to check out this free, no obligation demo.
Even if you don’t select our social media solution, the marketplace demands that you have a digital marketing strategy. Your prospective clients are online, and a consistent social media presence that delivers value will keep them coming back so that when they do need insurance, you’ll be the trusted resource they’ll call.