A strong social media presence can be a challenge for B2B (business to business) insurance agencies. Many B2B companies struggle to display 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 persona online
Your presence on social networks must have a well-defined personality. Informative, helpful, engaging, timely, and relevant are all characteristics that top B2B social media accounts consider when building their online persona. Decide how your voice will sound online. Will you be formal or informal, speaking to individuals or companies, sounding like a reporter or contributor to an op-ed? Will you share company employee events, create contests, report on industry changes or regulations, or all of the above? Your agency’s goal is to create a relationship and a sense of community with clients and prospects. But first you need to determine your personality on social media.
Create a written strategy that includes the prospect scorecard and buyer persona
When creating your marketing strategy, ask yourself these questions:
Who is your target audience online and how diverse is this group? Start by creating a prospect dashboard.
Which social platforms will best target that audience? You may need to look across 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 goals on social media? Perhaps your short-term goal is simply to share content on a consistent basis. And your long-term goal includes an ad budget for growth and lead engagement.
How do your competitors use social networks? You can learn a lot about what to do and what not to do by studying your competitors.
Comment on news and regulations relevant to your target industries
Offering commentary on breaking news and changes in industry regulations is a great way to demonstrate your knowledge in your industry and provide your customers with information on how to understand these updates. This can lead to higher levels of engagement and increased 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 vs. Paid Posts
Once your insurance agency consistently posts quality content, you can consider posting and ads. You may want some guidance with this as budget can be quickly spent and multivariate split testing with attractive images and custom charts can dramatically improve your reach and ROI.
Build a respectable fan base
Looking professional and demonstrating a respectable number of followers and level of engagement is half the battle when starting your insurance social media marketing initiative. The main platforms your agency should be leveraging are: LinkedIn, YouTube, Facebook, Twitter, and Google+, probably in that order, although your target markets might affect this. LinkedIn and YouTube can be very valuable for B2B companies. LinkedIn is a good place to start, it’s very much a business-focused platform. Then take advantage of YouTube using videos, recorded webinars, or even simple voice updates in PowerPoint. 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 excellent, initially your agency is striving for a baseline of professionalism and credibility.