Social Media
Incorporating social media into your campaign is not only a great way to increase brand awareness and build trust, but it’s a great way to generate traffic, generate leads and develop rankings for the website itself.
According to Search Engine Journal, the top 10 social platforms in 2022 are as followed in order of Monthly Active Users:
- YouTube
- TikTok
- Snapchat
When it comes to an insurance campaign, we find it’s best to start with Facebook, YouTube, Instagram, and TikTok.
Content Scripts & Formats
When developing your social platforms, following certain scripts can set the tone for your brand and build confidence. Several common scripts in marketing include:
- Informational
- Promotional
- Video caption
- Current events
- Testimonials
Different content formats can have various effects on your branding. For example, local polls and competitions can build interaction, tips and tricks can build authority, and trust can be built by sharing customer testimonials. A few formats to start with include:
- Polls and competitions
- Tips and tricks your customers should know
- Answers to customer FAQs
- Infographics
- Circulate posts on your blog
- Local Insurance related news
- Short interviews with agency reps
- Local events
- Holiday posts
- Videos, especially how-to videos
- Charity events and fundraisers
Developing a content schedule that includes a healthy mixture of the above formats and scripts is a great way to develop your social media presence and brand.
Best Practices
Growing your social media can be difficult enough on its own; not following general best practices can make the difficulty even worse.
Before and after the launch of your campaign, keep in mind to properly optimize all properties for SEO. This starts with your profile and continues with your regular content posts. NAP (Name Address Phone), Hashtag usage, Descriptions, Hours, and Backlinks are great places to start with profile optimization.
Knowing when to post on the different social media platforms is important as it can significantly affect your interaction rates. It’s also important to consider whether you are targeting consumers or businesses, as this can affect your posting time. Research or analyze what times work best for posting content depending on your platform and line of insurance.
How often you post can also affect your interaction rates. Limiting your post rates to roughly 3 times a day for platforms like Twitter or TikTok and 2 times a day for Facebook and LinkedIn is a great place to start testing. Moving forward, try increasing or decreasing your post rates to see how they affect your interactions.
Moving forward, you can perform A/B testing to see what changes you can make to improve your KPIs. Changes like the use of emojis, use of hashtags, and copy used in posts can all have a positive or negative effect. Keep in mind ranking factors include shares and likes so improve those interactions if you want better trending posts.
The last note is on paid ads. As with your website, you may want to consider a budget for paid advertising to boost posts and generate a following of fans if you want your campaign to get off the ground quickly.
Branding
Staying on brand is important anywhere, although it is particularly important on social media. Social media is your brand’s way of communicating daily and directly with customers by telling them who you are while giving your agency a chance to build authority and trust. For these reasons, it’s your opportunity to build your brand in the public eyes as you see fit.
When building your campaign, it’s important to have consistency throughout your social platforms. This can be done through a consistent profile and cover graphics along with consistent color schemes and palettes. Once planning is complete, graphic templates with standard lower thirds or logo placements will help streamline content development.
Another thing to keep in mind is you will likely have different marketing personas for your different insurance lines or even services. Targeting commercial and personal lines are likely to have different personas, but you are also likely to have different personas for long-term care and recreational vehicles, so as your campaign develops, don’t shy away from developing additional accounts for specific personas.
Fusion Digital Marketing is a full-service industry here to provide your insurance agency with end-to-end online solutions. Contact us today for a complete analysis of your campaign and proposal for services customized to make your agency succeed in online lead generation.
