I can’t stress enough how important social media engagement is for your insurance agency’s digital marketing strategy. There are many social media platforms you can use to broadcast messages. Facebook, Twitter, and Pinterest are among the most valuable.

But if you want to attract and build a following that will help you and your insurance agency grow, then you can’t just post and walk away. When you join a social network, you need to engage in conversation online, and you need to continue engaging. People appreciate consistency and they’ll reward you for it with interaction,

The Purpose behind Responding

There are multiple reasons you’ll want to check in with your audience on a regular basis. Connections are two-way propositions. You need to give and take, post and respond. Consider the alternative: if you open a Twitter account, for instance, and only post a couple of times, how does that make your agency look online? It’s like pulling up to a business that hasn’t had their “open” sign on the door in months. You don’t want to look abandoned, so it’s important to be consistent and post regularly.

It’s also important to realize that people are more prone to buy into your brand if a personal connection is established. Statistics show that:

Customers will spend 21% more if they receive good customer service via social media (provided by Sentiment Metrics)
One in three users prefer to contact brands using social media rather than the telephone (provided by Nielson)
71% of 16- to 64-year-olds turn to the internet when they have a problem with a product (provided by Sitel)
71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others (provided by Social Media Today)

People want to establish a personal connection with brands when it comes to shopping online or getting customer service. Shockingly, according to NM Incite, only 36% of consumers who make customer service inquiries via social media report having their issue solved quickly and effectively. You need to do better than that if you want the engagement that will drive positive results.

The Art of Social Response

Checking into the social world can be done many different ways and some are more effective than others.

When people comment or share your posts, let them know you appreciate it. If they ask a question in the comments section of your blog or show some form of concern or worry, address it immediately. If they provide input on a discussion you started, thank them for their opinion and see if you can add some insight yourself in return.

You need to show people that when they knock, you’ll answer. Also, when your audience gives you a follow on your network, you can give them a follow back, as long as they are posting appropriate content. Check before you follow them.

When you do follow others, be sure to engage with their content as well. The key to a powerful social media following is to engage, engage, and then engage some more.

Here are some examples of how we engage within our networks in-house. These fundamentals can be applied to all social media platforms:

Video Postings: We take time to post videos to our followers, specifically around special events, such as birthdays or holidays. We post to our customer’s or prospect’s timeline a moving GIF image to catch their attention, and we include a link to our video that wishes them, for instance, a happy birthday. We also tag Paradiso Insurance to draw attention back to our page as well.

Commenting/Liking/Sharing Posts: When you see people in your network post about things that excite them, such as promotions, new business opportunities, charity/volunteer work, or any other milestones, give them a like or a simple congratulatory message to show you care. Also, and this is equally as important, if someone comments on any of your posts, the least you can do is like their comment. If you have some engaging feedback of your own, don’t be afraid to comment back. It’s also a good idea to share posts, but just make sure they are appropriate for your brand.

Pay to Play: If you’re not a payer, you’re not a player; you’re going to want to do a few sponsored posts. Once a post reaches 10-15 likes, by paying to promote it you’ll reach many more people. Social networks like Facebook and Twitter are in control and they want your money. Just be careful in selecting what you pay to promote, and remember that it’s better to pay for posts that already have a fair amount of engagement in the form of likes or comments.

A Few Other Takeaways: Social media marketing is about building the widest audience you can so that your insurance agency’s message is seen by as many eyes as possible. You can reach more prospects by building trust and being real. When it comes to engaging your following, be personable and aim to be the type of person you’d like to follow or connect with. Also, when people express problems or concerns on social media, promptly respond to them.

Consistency is Key

This is something I mention a lot: consistency is the key ingredient that will pull this formula together. There should be consistency in your postings as well, including what time you post, where you post, and what you post. The same is true for responses.

You or your marketing team should be checking up on your social networks multiple times a day – at least once in the morning, afternoon, and evening. If you leave your audience waiting around for a response, they will think that you either forgot about them, or they simply aren’t a priority to you. Be consistent in engaging your following and they will likely return the favor.

Here’s where the magic happens: for every person whom you engage within your network, their entire network sees it. For instance, if you get your customer, “Jack Smith,” to start commenting on your posts on Facebook, a lot of Jack’s Facebook friends will see an update that says, “Jack Smith commented on ABC Insurance’s post.”

This works for other social media platforms, too, and it’s a very powerful way to expand your network. That’s free marketing.

By building a strong and engaged following, you’ll be able to reach a wider audience. If that doesn’t scream “ROI,” I’m not sure what will.

The Power of Response in the Social World

Chris Paradiso