In today's modern business world, many companies are encouraged to have a strong presence on social media. Insurance agencies are no exception to this rule. You might wonder, "Why can't my already interactive, visually appealing website be enough?". Well, as we are all aware, our world is becoming more technologically advanced with every passing day. Everything we do, everything we want to say, and everything we want to share is posted on our social media. Since we are constantly connected, it only makes sense that our businesses should be, too.

Social Media Marketing is about Communication

As an insurance agent, you might have a larger obligation to interact with consumers through social media. A big part of your job depends on your ability to generate leads, and to generate leads you have to make connections. With this in mind, connecting with prospects in meaningful, productive ways should be top priority. It's one thing to connect with a prospect; It's another thing to successfully market your business to them. Of course, any marketing strategy must be crafted to be successful. So it's important that you, the agent, start putting an emphasis on your social media marketing strategy.

Yes, you have a social media account. In fact, you have multiple accounts: one on Facebook, Twitter, LinkedIn, and even YouTube. You're ahead of the game in the sense that you're going more modern with your marketing technology, but you're not at the finish line. Now, you must use your social media accounts to successfully market your services and attract customers. This means consistent posting and interacting, otherwise you won't get the desired results.

Social media is so popular because it connects people and gives instant gratification at the touch of a button. Adapt your marketing strategy to fit this standard, and start communicating. At the same time, it's important to remember that social media is not all about advertising. It's also about consistent marketing communication. When you engage customers on a social media website, you're doing more than selling them your product—you're starting a conversation with them. Social media was built on the idea of connecting people at a faster, easier rate. Implement this into your marketing strategy and you'll be making strong, lasting relationships with customers in no time.

Committing to a Social Marketing Strategy

However, once you start a conversation, you must show commitment. Your prospect may eventually turn into a closed lead, so it's important to nurture these relationships, even in the earliest stage. On the other hand, you wouldn't introduce yourself to a complete stranger and then ask for his deepest, darkest secret. The same goes for leads. Social media can be fickle sometimes, and you want to give yourself and your agency a good reputation. Fight the feeling to immediately start engaging people. Patience is a virtue. Come up with a long-term marketing message that will allow you to brand your conversation across various social media sites.

Social Media Builds Your Agency Brand

Social media is about building a brand. When your name comes to mind, customers should think about the relationship you've built together—not about the product. Perhaps they look up to you because of your expertise on a particular subject. Maybe they recognize you for your open-door policy of answering questions. The way they see you is a direct result of how you've marketed yourself to them. You want to be loyal, reliable, and knowledgeable. Above all, you want your customers to see you as a go-to source, even for topics that aren't necessarily related to insurance. For instance, you can post or share articles on Facebook about homeowner or car owner tips. Although they don't directly relate to your field, they still provide some knowledge and assurance for your customers.

While social media helps foster relationships, it also puts a pause on your privacy. Since you're representing a company, your profile won't necessarily be private. In other words, people can witness all your actions and interactions across social media. What you post, how often you post it, and how you relate to customers will paint a portrait of you and your company. Presenting yourself in a positive light is so important for your virtual and physical image. People want to be able to put a face to a name. Having a positive presence on social media can make you more personable to your audience. Show your customers that you're just like them, and not a robotic, intangible salesperson. Show them that you understand their needs and are there to help them out. Social media will convey the message that aside from their agent, you are also their friend.

Launching a Social Marketing Effort

You shouldn't be afraid of this digital exposure, though. In fact, embrace the freedom of spreading your message in such a fast, marketable way. Social media attracts billions of users each day because of its worldwide access. Arguably, it's the best platform nowadays for marketing a business. It will help spread your message faster, further, and give you the feedback you're looking for.

It's not just about having a social media account—it's also about how you use it to attract and retain customers. To build trust and assurance in your relationships, you need to stop seeing social media as solely a marketing tool. Yes, you're there with a goal in mind: to sell your product. You're also there to sell your product by connecting with people who have common goals and ideas. Business transactions are a two-way street, and in social media, it's a long, winding road. Down the road, you'll develop a closer relationship with your customers so that they see you as more than an insurance agent. Social media not only markets your product—it also markets who you are. People use platforms like Facebook and Twitter to look at other people and figure out what they're like. Let your audience know your personality, your purpose, and your goals to make their lives better and easier.