During my internship this summer at an insurance
company, I conducted a competitive analysis for a new market. Not to my
surprise, companies who are doing well in the new market have great social
media presence. Insurance companies, which tend to be slow in following tech trends,
should further leverage this channel. In particular, insurance agents should
tap into the social media world and use such platforms to increase referrals.
The goal of social media marketing is be to nurture a
community instead of pushing the hard sell, which is almost always a turnoff.
Its called social media for a reason so use it to be social and build
relationships. Balance posts about business with others that are truly
interesting. By posting things that are inspirational, informative, and helpful
to the whole community, the firm won’t come across as impersonal and people
will be more interested in reading what the company has to say on a regular
basis.
There are lots of ways to creatively engage with your
audience or potential customers so it isn’t just a one way conversation. If the
insurance company has an official referral program, social media is a great way
to promote that program. To increase Facebook fans, the firm can run a
promotion that donates a dollar to a local charity for every new follower. End the
posts with a question to elicit answers from the audience. By engaging the
audience, the firm is able to build a bond that will yield referrals in the
future.
The article below showed 50 interesting ways for insurance agencies to engage customers through social media platforms. Among the long list of suggestions, the key is to let customers say whatever they want.
Find more details through the link: http://www.insurancejournal.com/magazines/features/2012/04/02/241212.htm
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