Millennials now make up over one-third of the American workforce1, and marketing to this group requires a tech-centric approach from insurance brokers. Our last post covered a few best practices in part one, including the use of social media, which we’re going to dive into in more depth.
Social media is a crucial tool for reaching the millennial audience, as 90.4% of this generation uses it2. But it’s not enough to simply create a Facebook page or post a Tweet periodically and call it a day. Many other companies invest in social media marketing, and breaking through the noise requires strategic planning and thoughtfulness. With the right approach, you can build relationships that result in increased brand awareness and leads.
5 ways brokers can use social media effectively
Share meaningful content
Each post should serve a purpose. Don’t post for the sake of posting, as users won’t engage with content that isn’t relevant, interesting, or valuable to them. Your social media presence shouldn’t double as an online billboard; in other words, your posts should consist of more than hard sells. People are there to socialize and network — not scroll through a timeline of advertisements.
Instead, focus on gaining your audience’s trust. Create posts that help or entertain your followers and, most importantly, show your brand’s personality. For example, since insurance is something many people don’t understand well, share content that explains common jargon or recent industry news and how it will affect your groups and members. Remember that insurance isn’t exciting for many people, so use fun, engaging, and easy-to-understand language — let your brand personality shine.
Content doesn’t have to be strictly insurance-related, though. Topics that involve insurance, such as dental health, also provide value and show you’re interested in more than making a sale. You can also post facts and statistics relevant to your audience (e.g., 60% of people would take a job with lower pay if it had better benefits3).
Make a plan and stick to it
While quality content will drive followers to your pages, you don’t want to overdo it. Posting too infrequently makes your page forgettable, but posting too much could lead people to gloss over your content or, worse, unfollow you. For this reason, you should create a consistent posting schedule and stick to it. For platforms with a lower post volume, such as Facebook and Linkedin, try to post once per business day at most. Platforms such as Instagram and Twitter have a higher volume of posts and stories — and, thus, a shorter shelf life — meaning you can post more often. In general, though, focus on quality content over a high quantity of posts. As you establish this posting consistency, followers will learn they can come to your page every day for fresh content.
Build relationships and interact with commenters
Social media is about soft selling, which means building long-term relationships and brand recognition. As people begin interacting with your posts, talk to them! Answer their questions about the providers you work with and available policies. Respond to feedback in a timely fashion, and reach out to those with concerns or complaints to offer assistance. Even if your primary target audience is benefits buyers rather than individuals, this shows you’ll provide a personalized touch to their employees.
In a sea of text-based posts, it’s hard to stand out. Images and videos help you cut through the noise and grab attention. People also retain information better from a visual instead of text4 because it’s a more efficient form of communication. Tweets with images get 150% more retweets as those without, and Facebook posts with images get over two times more engagement5. You can take advantage of this by posting insurance infographics, videos about insurance FAQs and industry changes, and blog posts with eye-catching featured images. Use this to drive traffic back to your website; give your audience more than they ask for so they don’t get bored and continue to explore your brand.
It’s important to note, though, that there’s a delicate balance with posting videos. Many people will not click on a video they deem too long. The ideal length depends on the platform. On Instagram, for example, people scroll through their timelines fast. Videos should be on the short end; HubSpot found that those with the most engagement were around 30 seconds6. Due to the short nature of tweets, Twitter is similar when it comes to videos — HubSpot aims for about 45 seconds6. Videos can go a bit longer (one minute) on Facebook6.
Connect with other professionals
Social media isn’t just about connecting with potential customers — it’s also about networking with other professionals in your industry and making their audience (i.e., potential clients) your audience. Linkedin is an ideal platform for this, as you can join groups with other insurance brokers, reach out to HR professionals or executives searching for benefits, and share your expertise as an industry expert. Even better: 87 million millennials across the globe use Linkedin, and 11 million are decision-makers at their companies7.
By posting compelling content, you can drive likes, comments, and — hopefully — shares that put your content in front of a larger audience and increase your odds of winning more clients. Building these relationships can also lead to more referrals for your business. If you deal with a specific type of insurance other brokers don’t or work in a different territory, for example, they can refer new customers to you.