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 its social media marketing efforts.
Create your character online
Your presence on social media must have a well-defined personality. Informative, helpful, engaging, timely, and relevant are characteristics that leading B2B social media accounts consider when building their online persona. Decide how your voice will sound online. Will you be formal or informal, will you talk to people or companies, will you seem like a journalist or an opinion contributor? Will you share company employee events, create contests, report on industry changes or regulations, or all of the above? The goal of your agency is to establish a relationship and a sense of community with both clients and prospects. But first you need to determine your personality on social media.
Create a written strategy that includes the prospect’s scorecard and the buyer persona
When creating your marketing strategy, ask yourself these questions:
Who is your target audience online and how diverse is this group? Get started by creating a prospect scorecard
What social platforms will best target that audience? You may need to search the different platforms to see which social media platforms are most applicable to your customers and prospects.
What type 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-term and long-term social media goals? Perhaps your short-term goal is simply to consistently share content. And your long-term goal includes an advertising budget for growth and lead engagement.
How do your competitors use social media? You can learn a lot about dos and don’ts by studying your competitors.
Comment on news and regulations relevant to your target industries
Offering feedback on the latest news and changes in industry 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 versus paid posts
Once your insurance agency consistently posts quality content, you can consider postings and advertisements. You may want guidance with this, as the budget can be spent quickly, and multivariate split tests with attractive images and custom graphics can dramatically improve your reach and ROI.
Build a respectable fan base
Looking professional and demonstrating a respectable number of followers and a level of engagement is half the battle when starting 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 to B2B companies. LinkedIn is a good place to start, it is very much a business-centric platform. Then take advantage of YouTube through videos, recorded webinars, or even simple PowerPoint voice updates. 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, initially your agency strives to achieve a baseline of professionalism and credibility.