insurance social media marketing

Why Social Media Marketing is Important to Insurance Companies

It should come as little surprise that social media marketing is an essential part of your insurance company’s digital marketing plan. As customers increasingly spend their time on social media, it’s important your business follows suit.

Since the COVID-19 pandemic began, consumers have been spending less time face-to-face and more time online. A poll conducted in the spring of 2020 found that half of the adults are spending more time on social media since the outbreak began (source).

In this guide to insurance social media marketing, we’ll explain why a strong social media presence is essential to your business and offer tips on how to create content that generates leads and increases sales.

Why Insurance Social Media Marketing is Essential

Build Trust and Credibility

As any experienced agent knows, consumers are not quick to trust insurance companies. In fact, a 2017 study found that 43% of consumers lack trust in insurance companies (source).

In today’s increasingly digital world, a strong social media presence helps your insurance company appear more credible and trustworthy. Through engaging with your audience and creating meaningful connections, you can establish trust and build meaningful relationships with customers.

Provide Customer Service

Social media allows policyholders to connect directly with their insurance company without using traditional customer service channels. Instead of calling or emailing, customers can quickly send a direct message or tweet when something goes awry.

Speedy response times and efficient customer service on social media helps build strong relationships and improve customer loyalty. 60% of customers who complain about a company on social media expect a response within an hour, making it imperative that you respond quickly (source).

Social Listening

Social listening— monitoring social media channels for mentions and sentiment of your brand, products, and competitors— is an effective way to gauge brand perception and customer satisfaction. Through understanding what matters most to your followers, you can create content that better resonates with your audience.

These days, there are several social media monitoring and social listening tools that can collect and analyze data to help your company find pain points and create the best content possible.

How to Market Insurance on Social Media

Focus on Creating Quality Content

The primary purpose of an insurance provider’s social media presence is not to make sales, it’s to nurture meaningful, lasting relationships with your current policyholders and future clients.

Focus on sharing informational and educational content that boosts your credibility and builds trust. Here are a few social media content ideas for insurance companies to get you started:

  • Reminders of important deadlines
  • Short informational videos
  • Educational posts and how-to guides
  • Reviews of local businesses
  • Infographics

Great content not only drives higher engagement levels but also offers the potential to generate new leads and referrals. Users can discover new businesses through hashtags, Explore pages, and tagged locations, and current customers can drive referrals by sharing posts.

In fact, 71% of customers who had a positive experience with a brand on social media are likely to recommend the brand to their friends and family (source). Be sure to actively engage with your audience by responding to comments, direct messages, mentions, and tags.

Share Customer Testimonials

Customer testimonials are an effective way to build trust and show your audience exactly how your insurance company can help them protect their assets and valuable possessions.

Share success stories, photos, and videos from clients who saved money or had a positive experience working with an agent to solve a specific issue. When incorporating testimonials, reviews, and user-generated content, be sure to obtain consent or permission to use the content on your page.

Highlight Your Brand Values

Your social media channels are the perfect opportunity to highlight your company’s values. Build trust and improve your brand image by showing how your company gives back to your local community.

Whether it’s photos of your agents volunteering in their community, a feature on the charitable organization you donate to, or an infographic highlighting the impact of your efforts, your followers are sure to be impressed.

If your insurance business needs help in creating a strong social media presence, Asset Digital Communications can help. Our experienced digital marketing experts can create a social media strategy that generates leads, builds trust, and keeps policyholders happy.