- Shawn Wilmoth
- May 24, 2014
Social Media is an important part of many companies’ marketing strategies, and if you’re not correctly implementing social media into your insurance agency’s business, you are missing out on a great device that will drive more referrals. More than 50% of small to medium-sized businesses use their social media presence to get referrals and generate new customers, and if you aren’t on the list, you should be.
Social media allows you get more referrals by engaging with your customers. It gives you a chance to interact with those who may well become clients of your insurance agency. It also gives you the opportunity to show the world what your company is all about. Go ahead, use social media regularly and love the results. If you do it correctly, you can build up a large following on sites such as Facebook, Twitter, and Google+ within a matter of months. This adds to your insurance agency’s potential client base and gives your business the edge.
In this guide, we discuss 4 simple ways that you can use social media to get more referrals and ultimately benefit your insurance agency.
1. Engage with your customers.
The best way to reach out to those who view your social media profiles is to engage with them. You can utilize a number of methods to reach out, and users love it when you offer honest, realistic offers or information by pushing that content out on your social media profiles.
Personalize your social media posts to get more referrals.
They need to appear as though they are written by an individual rather than a generic company account. Research has shown users tend to trust honest and “real” people posting, and genuine posts can impact the referral rate you want to increase.
Listen to what your customers are asking for.
If you notice questions from your audience about cheap home insurance, prepare a blog post that helps show them some great ways they can find the cheapest insurance in your area.
Ensure that you maintain a professional tone.
While engaging with your customers, don’t be afraid to talk in a style that will keep them comfortable and engaged. If long-winded, jargon-type words are necessary, use them sparingly. If you can avoid them, even better.
However you decide to engage your customers, include subtle references to your company throughout your content, and show them how you can help them directly decrease the cost of their insurance. When they need you most, they’ll remember those interactions, and you’ll gain clients.
2. Share useful content in social media to get more referrals.
One of the most effective ways of driving new referrals to your company is to provide users with useful content that they can read and put into action. Social media is ideal for this, because users tend to browse through their newsfeeds or home screens until they see something that catches their eye.
Posted content on your insurance agency’s website blog can be linked to your social media profiles.
This provides tidbits in newsfeeds and more detailed content to your audience with just a click of the mouse. It’s a great way to get users to your insurance agency’s website and helps increase conversion rates overall.
Get your name out there.
Because users are able to share information on social media sites, you can get some fantastic free advertising from them. If you push out genuinely interesting and informative content, your customers and users are likely to share this information with their own followers.
Enjoy the snow-ball effect.
When great content is shared, it will be viewed and shared by users many links down the chain improving your insurance agency’s name recognition. Ever wonder why so many companies spend time developing quality informative content to push out on their social media profiles? Engaging content can created a significant return on investment and help keep the brand in front of clients and potential clients.
Sharing good quality content in social media will not only help you get more referrals but will give you a reputation as an expert and help establish loyal clients over time. It’s a very good thing to have your content show up when a client is searching for answers to a problem or information on a subject.
3. Run contests in social media to get more referrals.
A technique that many companies are now using is contest creation to encourage interaction via social media outlets. The aim of these contests is to increase the exposure of your insurance agency and get users from all of your targeted areas to like your social pages and follow you.
Choose something cool that people want.
To start a contest, you’ll first have to decide upon a prize. This could be a free product (perhaps a t-shirt or umbrella touting your agency’s logo, a discount on an insurance premium or a gift card to a local restaurant that might help sponsor the contest in the interest of getting their own name out there to your clients and potential clients.
Outline the conditions.
Once you’ve decided upon your prize, create a post explaining the competition, and outline the rules. Tell your users that in order to be entered for the drawing, they must share your post with their friends and like your social media pages.
Watch your likes and share increase.
As they share your page, those who follow you and have entered the contest will be conveying their trust in you and your insurance agency to their friends who see the contest they are sharing, which gives those friends the confidence to enter the contest and share as well. This can provide great exposure for your company, and it’s common for contests like this to go viral in a matter of hours.
Think outside the box.
Don’t be afraid to do something that shows off your insurance agency’s personality and character. Ask people to share some of the moments when they were glad to have worked with a great insurance agent, or create a cool photo contest that works well with your company’s brand. If you’re a brand new company, you might want to offer a great prize for someone who designs a stellar logo, or create a contest for kids about fire safety or wearing seatbelts. Remember, some of the most successful social media campaigns have come from companies that decided to do something different and completely unique.
Brag about the contest winner.
Make sure that you pick a winner when you say you will, and post about the winner when the contest is complete. Tag your winner so that his or her family and friends will see that you deliver what you promise and can like and share that final post giving you even more momentum and offering an even larger pool of potential clients for your insurance agency.
4. Notice how your competitors are using social media and improve upon their methods.
Our last tip for getting more referrals via social media? Scope out how your competitors are using social media to drive new referrals to their insurance agency’s businesses, and learn from what they are doing.
Study how your competition handles posting content to their social media pages in order to gain referrals.
Look at what type of information they offer their readers, how professionally they present themselves, and how their audiences react to their posts. The goal is to understand how both successful and unsuccessful social media campaigns for other insurance agencies operate. Notice things that you could do differently, and try to learn from the mistakes of your competitors to make your posts even more effective. Build upon the ideas that they create, and don’t be afraid to tear your competitors’ work apart in order to create something you can use, but always be careful not to plagiarize. Play fair, and glean everything you can.
Compare your own social media results with the results of others.
If your competitors’ content gets a lot more shares than yours does, try to determine why. Do they have more followers than you? Is there content shorter or longer? Does it contain useful extras such as videos or audio dialogue? Your competitors’ content is one of the most useful tools you can have when planning your social media marketing strategies, and you should follow all their profiles regularly to gain insights into how they work and into what works and doesn’t work.
Learn from great content posts, and stay away from methods that don’t work well. You’ll notice that your hard work pays off in likes, shares, and, yes, referrals.
How do you use social media to bring clients to your insurance agency’s door? Let us know what successes you’ve had with your social media campaigns, and feel free to ask questions about how to make your agency’s social media campaigns all the more successful.